BTG Labs: New Product Design and Engineering
A project of the Econogy Talent Group
Timeframe: July - December 2016
We assembled an interdisciplinary team of top design & business talent to develop the product in a way optimized for short and long-term market success - by project end, we not only exceeded expectations on delivery but expanded work to include UX/UI GUI design, engineering and tooling for production.
The client, BTG Labs, is a rapidly scaling Cincinnati technology startup serving market leaders like Lockheed Martin, 3M and SpaceX; their product is critical to the company's success and is trusted by many others to deliver consistent results.
This is a shortlist of their clients:
BTG Labs launched the Surface Analyst over 6 years ago , and its non-invasive technology found loyal users in industries as varied as aerospace, golf club manufacture and automotive part washing. But although the technology worked, the device’s first-generation design was clunky, sometimes hard to use and visually unappealing. As the company anticipated expanding the device into new industries, addressing these issues represented one of the main barriers to the company’s long-term growth.
Following extensive user research and testing, The Econogy Consulting team created and tested a series of concepts that
optimized user ergonomics for several potential use cases,
gave the device a more appealing appearance, and
Created options for increased flexibility and user appeal, including a variety of accessory products designed to address specific types of users and businesses.
While physical design progressed, the business component of the Team researched the company’s market position, identified marketing messages, and designed a pricing model and a lease strategy that expanded the Surface Analyst’s availability and appeal to an even wider range of users.
After the concept design had been finalized, BTG engaged additional Econogy Consulting teams to complete several additional tasks, including:
An Econogy Consulting industrial design/engineering team led by Element Product Design Services undertook the highly technical work of converting the concept designs to manufacturable products.
An Econogy Consulting industrial design team led by Catapult created a new Graphical User Interface (GUI) for the next generation device -- an interface that takes advantage of the larger screen and higher processing power of the new product and guides new users through making accurate measurements.
Business Students: Bryce Dukeshire, Mark Green, Devi Jagadesan, Jacquelyn White
Design Students: Kelley Gessner, Andrew Birkhoff, Mary Cate McIntyre
Faculty, Experts/ Professionals: Prof. Josh Haldeman, Prof. Jerry Michaud, Prof. Steve Doehler, Davida Scoggins, Daniela Vollmer
Project Partners: Econogy Talent Group, University of Cincinnati, Xavier University
Client (BTG Labs): CEO, CFO, Lead Engineer, Sales Engineer, members of marketing, sales, and product development
Completed Prototype of Surface Analyst 2.0 + accessories
Primary Device and Detachable Handle
Tethered Measuring Head
Charging/ Refill Station
Holster Concept Sketches
Completed Product Launch Plan
Insights analysis from user interviews
Developed customer/user profiles
Unique pricing model
ROI model for sales
ETG Projects Added After Completion
Device Final Engineering, Hand-off to Manufacture
User Interface of Newly Designed Device