PRODUCT REDESIGN
Do Not Redesign a Successful Product (unless you really have to)
What can the humble biro teach product designers?
What’s the message here?
Larry Kim, founder of WordStream, sparked a lively LinkedIn discussion by posting an image of the unchanged BIC® Cristal ballpoint pen over 60 years. Comments ranged from critiques about lack of innovation to praises of “If it ain’t broke, don’t fix it.”
The BIC® Cristal, a design originating from Hungarian inventor László Bíró, has stood the test of time. Marcel Bich bought the European rights for $2m and refined the design, launching the pen in 1950. Its unanticipated success led to its status as ‘the greatest pen ever made,’ with over 100 billion sold by 2006.
The product’s longevity prompts the question of whether to redesign or let successful products evolve according to market needs. Unlike mobile phones, which have seen rapid development and numerous models, the BIC® Cristal’s simple yet functional design has remained largely unchanged. Bich used feedback and market needs to develop new products, but kept the Cristal design consistent.
It’s not just about the pen; the real lesson is about understanding product evolution. Sometimes innovation for its sake can be disastrous, as evidenced by Samsung’s Galaxy Note 7, which had to be recalled due to fire risks, costing the company $6bn. On the other hand, understanding why a product is successful is crucial for knowing how it should evolve, or whether it needs to evolve at all.
Here are six lessons from the BIC® Cristal saga:
Understand why your product is successful to know if it needs evolution. Diversify but not at the expense of the original product. Success depends on the right person managing the product; Bich succeeded where Bíró might not have. If a product doesn’t fulfil basic needs, it won’t succeed long term. Know how your product matches customer needs and market size. Keep it simple; the simplest solution is often the best.
In conclusion, product evolution is inevitable but must be handled wisely. Your product may not need radical change; sometimes, staying true to its original form while adapting to market needs may be the most prudent course of action.
The above is a summary of the article, Do Not Redesign a Successful Product (unless you really have to), the full version of which is available to read at The Marketing Alliance: https://themarketingalliance.co.uk
About the author: Clive Wilson
