CORDLESS
STYLER
Role
Designer – Research, User Studies, Branding, Ideation, Sketching, Concept Development, Battery Power and Heat Transfer Calculations, Digital Visualisation, 3D Modeling, Prototyping
CONTEXT
Project on behalf of Björn Axén Tools by Björn Axén and OBH Nordica, KTH Royal Institute of Technology, Stockholm, September 2020 – December 2020
TOOLS
Adobe Photoshop, Figma, Fusion360, MATLAB, Microsoft Excel, Microsoft PowerPoint, Microsoft Word, Microsoft Teams, Miro, SolidEdge, KeyShot, Zoom
TEAM
Xin Jiang, Matilda Larson, Jennifer Li, Emelie Lundström
INDUSTRIAL SUPERVISORS
Lina Ressner, Björn Axén
Mariya Vavilova, OBH Nordica
Challenge
The mission was divided into two parts; to create product design guidelines for the collaboration between OBH Nordica and Björn Axén, and to develop a cordless styling tool that meets both user-centered and technological needs.
Approach
We explored the limitations and possibilities of a cordless hair styling tool by analyzing the market and available solutions for useful functions, power sources and designs. Insights from identified customer segments showed a wide range of opportunities; with requirements that address the user’s needs. When evaluating different ideas, the sustainability aspects played an important role in the further development of the final concept.
The product design guidelines were created with one main goal; for the product line to feel less scattered, with a clear brand personality of Björn Axén Tools, that brings the best of both mother brands.
Result
A suggestion for a new brand extension, called B x O, was delivered as a part of the product design guidelines, with three main personality traits: Innovative, Professional and Caring. It is the perfect balance between the brands, while not too far from their reality.
The final concept, B x O Ultimate Freedom, is a flexible multi styling tool that can be adapted to everyone’s individual needs, by offering a cordless handle together with replaceable attachments, depending on needs and desired hairstyle. Since the battery itself has the highest environmental impact, this is the sustainable way to provide ultimate freedom with cordless hair styling tools.
B x O Ultimate Freedom
Watts of Power
The B x O Ultimate Freedom can deliver up to 68W of power, making it one of the most powerful cordless hairstyling tools on the market; with a performance of a corded tool.
Minutes of Usage
It can be used continuously for up to 35 minutes on maximum temperature setting, and even longer on the lower setting. For uninterrupted hair styling, just plug in the charging cord during use.
Seconds for Heating
It takes only about 80 seconds for the tool to reach its maximum temperature, so no need to wait for beginning the process towards beautifully styled hair.
Package Deals
No package deals. Only one handle with 1000 possibilities, simply buy the tools you need to get the hair of your dreams. Ultimate freedom to create whatever style that suits your personality.
A GREENER CHOICE FOR STYLING HAIR
Not receiving all attachments at once minimizes the amount of tools just dusting up in a drawer, making sure no resources put into the products are wasted.
The opportunity to mix and match tool attachments with just one battery handle eliminates the need of several battery powered styling tools.
Since the battery itself has the highest environmental impact, this is the sustainable way to provide ultimate freedom with cordless hair styling tools.
Out of battery? No problem.
PURCHASE TOOL
Battery handle and tool attachment(s) are bought at Björn Axén salons, online or at partner stores.
USE TOOL
Different attachments for different styles, all with one and the same rechargeable battery handle.
NEW RELEASES
New attachment versions continuously released for additional style options. Instead of buying a whole new tool, new tool attachments are bought.
BATTERY EXCHANGE
After 3 years, the battery is changed at a Björn Axén salon.
HANDLE UPGRADE
New more powerful battery handles released eventually, compatible with old attachments to prolong the life of all products.
RECYCLE
Worn out tool attachments and handles are recycled.
Features
USER FRIENDLY
Interface
The multifunctional button is very simplistic but does not sacrifice ease of use. The tool is turned on/off by long pressing the button for 3 seconds. To switch between the two heat settings, the button is pressed quickly; where the lower setting is indicated by a small LED light, and the higher setting with a larger one.
PUSH AND PRESS
Attachment
The interface between the attachment head and handle uses a push and press mechanism, where the user will experience a clicking sensation and reassurance that the tool is fastened.
ADAPTABLE
Charging
The handle and the docking station share the same magnetic interface, making it possible to adjust the charging experience based on needs.
SAFETY
Locking Function
For easy storage and safety, the straightener case can be locked when not in use by sliding a button on the backside of the case.
HEAT PROTECTIVE
Storage Pouch
The heat protective storage pouch is ideal for bringing the tool safely when leaving home or for storing the tool in a drawer even if the tool is still hot.
B x O - A new brand extension
INNOVATIVE, PROFESSIONAL, CARING
Keeping the professionalism and quality from Björn Axén and adding a bit of OBH Nordicas Nordic design and innovative aspects gives us these three core expressions for B x O. By offering hair styling tools that are user friendly, gentle to the hair and more environmentally sustainable, users can feel safe that they are developed with care.
About Björn Axén Tools
Björn Axén is one of Sweden’s most well known hair care brands with over 50 years in the business and a great knowledge in hair and hairstyling. In 2007, they started collaborating with OBH Nordica that could provide them with the technical knowledge required to introduce Björn Axén Tools to the market of hair styling tools. In return, OBH Nordica could expand their product range with a more premium brand.
Contributions
Industrial Design, Branding, Service Design, Sustainable Design, Design Research