Problem

Statement:

CHILDREN DON’T SPEND ENOUGH TIME OUTSIDE - PLAYING AND EXPERIENCING NATURE.

THERE IS A

DISCONNECT

BETWEEN

CHILDREN AND

PARENTS WITH

POWER TOOL USE.

Rounded

SimpleIntuitiveRed,

Black.

Gray,

White

Looks “real”

MEET TAYLOR:Taylor is 5 years old.She loves to be outside, but easily gets

bored with most of her toys.

She is scared of the power tools her dad

uses.Taylor likes to play in the dirt, but her

clothes get all messy.

MEET ARNOLD:

Arnold is Taylor’s father.

Arnold loves working on his yard and is

happy to have his daughter outside with

him.

Arnold is loyal to the Craftsman brand and

enjoys shopping for new tools.

He doesn’t like cleaning Taylor’s

dirt-stained clothes.

Fragile, CheapProblems

with the

Existing

Products:

Messy!

Not consistent!

WHAT ARE THE PEOPLE SAYING?

* “If the toy malfunctioned, I’d probably throw it away and buy a new one the next Summer” - Arnold (Dad)

* [My favorite part] is being able to run with the bubbles! - Taylor (Child)

* If I could change one thing about the toy, I would stop it from leaking! It leaks everywhere and is a hassle to clean up! - Arnold

* I want a pink one! - Taylor

WHAT CAN BE FIXED?

- Reliability- Form- Quality of Materials