Thorely Industries, LLC (4moms) brought us an existing stroller design concept and asked if we could do it better. After discussions, it was evident that two things were at the core, the approachability of the product, and it's visual design. Constraints included the ability to auto-fold the stroller and we only had like 2 weeks to get it done – perfect!
Given the challenging but well focused schedule, we centered on the frame. Many hand-drawn and CAD sketches later, we arrived at an iconic and caring form. The shape creates a safe "baby zone" and telescopes (instead of folding) around the soft goods to collapse into the folded configuration. This eliminates the need for a bulky hinge and brings lightness to the visual design. In addition, strength of engineering and safety is communicated with a rear wheel cantilevered axle configuration. This provides a sporty feel and a silhouette different from other strollers in the market.
To the right there are a series of concept sketches that helped to guide the industrial design early in the process.