An investigation to follow as a reaction to the straggly and stagnant market of baby carriages, in terms of product integration and inventiveness; a superior design concept was sought with the user as the primary stakeholder. To solve this, an iterative, top-down approach to design including a strategic overview of the Britax Römer Brand and the companies operations, was investigated and conceived.
This meant a project consisting of three phases: the investigation-, intention- and creation- phase. A large part of the project surrounded the work around the ultimate vision of what the product could be. This guided the process towards a focus on green branding, circular economy and the urban user whom relies on public transportation. Three forward looking visions for what the baby carriage could be was conceived and after iterations towards engineering, or reality, the final result was found.
The project resulted in a subscription service called Britax GO Unlimited that helps parents when taking care of their child when away from home. The Britax GO Unlimited service includes three services- GO Anywhere, a rental and extension service focusing on travel locations such as airports and train stations, GO P-repaired, a repair service, and GO Back, a take-back programme making the Britax GO Unlimited based on circular economy. This service is embodied in the Britax Booth, a store- in-store experience and the Britax B-Urban, a travel system for the urban user whom relies on public transportation.