Product Design.

What is Product Design?

wiggle swimmer bath toy
Wiggle Swimmer bath toy.

Read the "What is Product Design?" primer for an answer to this and other rarely asked questions.

Soon after completing my degree I began shopping around for a job. At first, prospects seemed a little bleak in the relatively small business community of Perth. Product design positions didn't exactly fill the employment pages. I began to wonder if I might be better off moving to a larger city. Fortunately, serendipity stepped in: My Uni' lecturer Steve Rubeck was contacted by a toy company looking for a "inventive product designer". Steve thought of me.

I turned up to the interview with my folio and some of my props. The company, LPP created products for small children. My mini-gun and science fiction prop work seemed a bit off-the-mark, but to my surprise they loved it. I suppose I shouldn't have been all that surprised, most people are intrigued by weird science fiction objects they can hold and feel, especially if they actually work (like these do).

LPP, is a small family company owned and run by two very nice people who invent and design toy, feeding and hygiene concepts for the 0-4 age group. Their story is a fascinating one, starting with one clever spoon concept in a limited market, and growing to 100s of products spanning all of the major western markets including Australia, the U.S. and Europe.

tubbies bath toy
Tubby Tumblers.

In the eight years I worked with LPP, I generated 100s of concept drawings and co-conceived and developed over 40 separate retail products, from simple feeding utensils to truly unique educational and developmental products. These products have gone on to be sold throughout the United States, Europe, Japan and Australia in some of the larger retail chains including Walmart, Woolworths and Target and they continue to see retail success.

I had a great time at LPP. Designing toys is a dream job for a product designer, it's all about playing with fun concepts and turning them into real-world products. I learnt a lot about concept-to-product development: prototyping; computer & hand modeling, stereo lithography & rapid proto, mass-production manufacturing; injection molding, materials technology, assembly processes, packaging... Don't get me started!

I developed a lasting friendship with the people at LPP beyond the strict employer/employee roles and we continue to keep in touch regularly. I have a huge amount of respect for anyone who can see an idea through the long and expensive development process to a real product on a store shelf. It isn't an easy path to negotiate even for big business.

Here are just a few of my favorite LPP products: (All images remain the property of their respective owners.)


Click here for more pics.

After my time at LPP I wondered about the future. I took some time out to weigh my options, did a lot of driving and hiking in the south-west... Did I want to find another regular design job, go freelance or maybe design and market my own products? In the end, I came to the conclusion that I should at least investigate all the options.

I talked to a lot of people about product development, financing and marketing and inadvertently found several freelance design opportunities. Which was a good thing because it was becoming abundantly clear to me that in order to successfully market my own ideas I would need more; money, time and an effective promotional strategy. Ultimately, I decided to focus on these freelance projects and put my own product concepts back in the oven to bake a little longer.

Hug 'n Tug
Sassy named him "Hug 'n Tug" we knew him as
the slightly less creepy Mr Pullarms.
...those eyes!

The freelance projects covered a broad set of genres, including:

  • - Electronic dental tool,
  • - Surgical/medical tools,
  • - Depth sensing device,
  • - Lean manufacturing concepts,
  • - More children's toys and feeding products!
  • - An industrial power assisted vice,
  • - Icon graphics for an experimental OS,
  • - HDD repair alignment tool,
  • - Automotive LPG conversion parts,
  • - Ultra portable underwater breathing apparatus concept,
  • - DIY DVD repair parts for PS2 console.

nda button

Unfortunately, most of these products either got canned or are covered by non-disclosure agreements (NDA) and I can't discuss their details openly.

Product design questions? Go to the feedback page to contact me.

In the meantime, I also worked on updating my software skills. My time with LPP had been mostly; designing, inventing, model making and problem solving with only fairly simple and ink-and-paper concept art required. I hadn't touched Photoshop or CAD in years! Fortunately, the software basics were still burnt in from my Uni' days so it wasn't a huge task to pick it up again, even after years away. I was surprised to see how much more user friendly (and less crashy) many of the packages have become.

Next: Illustration.