SENIOR DESIGNER / Consumer Insights, Strategy, Product Design

One of my first roles as a Senior Designer was to oversee development to reinvigorate the classic French White line by CorningWare - sales had been lagging and our key customer was threatening to discontinue the line.

First understanding the product landscape was important to be identify where the brand's opportunities were.

Being tasked with maintaining current costs (on a product that had been cost-reduced for 30 years!) we broke down the key elements of the classic shape, and developed two full lines to go into research with. Normal development time had been 18 months - we completed two lines in 10.

We were able to maintain costs by optimizing key shapes, all standard with the glass Quiet Close Lid™ and optional Stainless Steel knob.

Sales recovered in less than a year.