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RETRACTABLE DOG LEASH DESIGN Design Problem: A pet product company, sought to upgrade their retractable leash offering with a brand new high end design to gain market share. This design needed to stand out at the retail end and create long term sales. They needed more than a good design; they needed new engineering solutions. Solution: MIND Studios benchmarked and reverse engineered all of the current retractable leash market offereings discovering several insights into avenues for design innovation. Multiple new features including a ratcheting mechanism, non-binding inlet, and intuitive braking mechanism were integrated into a unique ergonomic design. The new leash, designed in 3 size models, outperformed existing models in size, weight, and performance and will be available through major pet stores such as Petsmart and Petsco in late 2009.
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