From the idea to the final product
User-centered methods lead to new cordless rotary hammer
Work on a construction site is hard and sweaty. At Bosch Power Tools, one of our goals is to make everyday work easier and safer for professionals. In order to offer suitable solutions, product developers need to know exactly what customers want and what challenges they face. Akshat Chand, marketing chapter owner for hammers and breakers at Bosch Power Tools, Holger Fröhling, engineering expert, and Fritz Schlegel, design and development engineer, explain on behalf of the entire development team what the path from idea to product looks like.
Direct contact with customers is crucial for the development team. “We go to construction sites and trade fairs to talk to professionals and look at how they work. We also evaluate online reviews and complaints,” explains Akshat, marketing chapter owner for hammers and breakers. Constructive feedback is very helpful here: Only those who are aware of the concerns can work on possible solutions. The team uses various UX methods such as “Design Thinking” in product development. This agile method involves going through five phases, with a constant focus on the users and their challenges and wishes.
Phase 1: Observe, listen, and understand
“In the first of five phases, we have to observe and understand exactly what problem we want to solve,” explains Akshat. The development team identified a gap in the market: “We already had a compact cordless hammer drill in the entry-level segment, but it had no dust extraction function. Although our larger rotary hammers had a dust solution, they were heavy and tiring to work with,” describes engineering expert Holger. This was particularly challenging for tradespeople in the electrical sector, who often work overhead when installing lamps or smoke detectors, for example. At the same time, they generally required neither the power nor the large drilling diameters of the heavy hammers for their applications. "Instead, they need to be able to perform many drillings, which generates quite a bit of dust," adds Fritz, design and development engineer.
Phase 2: Define goal and collect ideas
The feedback and results of the market observation are compiled in the second phase to create an overall picture. “We can then derive a clear question and definition of the project goal from the findings,” explains Holger. In this specific case, the idea arose to develop a compact cordless rotary hammer with an attachable dust extractor. To get closer to the new product, the team brainstorms together: “We ask as many questions as possible. It is important to keep an open mind and not focus too much on existing solutions,” says Fritz. This is the only way to innovate. Together, the team produced lots of sketches. The first designs can be created on a sheet of paper, but 3D objects can also be created, for example from modeling clay. Collecting a large number of ideas is typical of the Design Thinking process. Akshat explains with an example: “If you ask ten people what an elephant looks like, you’ll get ten different answers. And then you draw an elephant based on the available information and compare the designs.”
Phase 3: Design the prototypes
This resulted in various ideas of what the new rotary hammer could look like. Despite the creative freedom, the ideas must also be subjected to a reality check. “We clarify whether the designs are technically feasible and build prototypes on this basis with the help of a 3D printer,” says Fritz, outlining the next development step. For this project, the team developed a total of five promising prototypes over a period of three months. However, this did not all take place behind closed doors. In addition to feedback rounds with other Bosch Power Tools development teams and close collaboration with colleagues from Hangzhou, China, one-on-one interviews were conducted with users until a prototype finally emerged as the favorite.
Phase 4: Market analysis as the key
“Now we have to make sure that the final prototype can also become an actual product,” explains Fritz. This includes, for example, specifying the technical data such as power, weight, or the maximum drilling diameter. Which additional functions are useful? Does it need an integrated LED light or vibration control? And are customers willing to pay for it? “In order to clarify questions like these, we worked with our colleagues from market research to examine five different markets in extensive analyses,” says Akshat. The aim is to find a solution that works technically, meets user requirements and is economically viable at the same time.
Phase 5: From prototype to market maturity
The final step is to look at the production process. Holger describes it: “In the industrialization phase, we move from the prototype to various samples – so-called A, B, and C samples – and thus gradually get closer to the end product.” Once again, the customer’s perspective is crucial, which is why field tests were carried out. This means that the products are tested under real conditions not only in the laboratory but also on the construction site – in five countries in this case. The feedback was overwhelmingly positive, and when the team finally launched the GBH 18V-22 Professional cordless rotary hammer with the GDE 18V-12 Professional dust extractor, demand was high. “The new cordless rotary hammer is a real hit and is very popular among professionals,” says Akshat. The team even won the internal Bosch UX Award for the high user and market orientation of its product development.
Summary
Bosch Power Tools focuses on the needs of users when developing new tools. The example of the GBH 18V-22 Professional cordless rotary hammer and GDE 18V-12 Professional dust extraction system shows how potential customers can be successfully involved in the development process from the initial idea to the end product. The result: a compact cordless hammer drill with attachable dust extraction that fills a gap in the market and makes work much easier for professionals.
Our experts
Fritz Schlegel studied mechanical engineering in Berlin with a focus on design and product development and began his career in the automotive industry. After a few years, he joined Bosch Power Tools at the end of 2018 as a design and development engineer in a development team for rotary hammers. “Together, we think our way into complex contexts and problems and develop innovative solutions, which we then turn into tangible prototypes.”
Akshat Chand studied mechanical engineering and business administration in India and started his career in sales and marketing at Bosch Power Tools. He has now been with the company for over 13 years and has worked in various positions in India, China, and, since the end of 2021 in Leinfelden. First as product owner for compact hammers and now as marketing chaper owner for hammers and breakers. “We work with passion and enthusiasm to develop the best possible solutions that bring value to our users.”
Holger Fröhling studied mechatronics at Ulm University of Applied Sciences and has been part of Bosch Power Tools since 2005. He was involved in the development of the GBH 18V-22 Professional and GDE 18V-12 Professional as a system engineer. He now holds the role of engineering expert. What inspires his passion for working with hammers? “I personally own a variety of hammers, and I’m captivated by their incredible functionality and the possibilities they offer.”