When we come up with the idea for a new product, or want to further develop an existing one, a long process is initiated. On average, developing a new product takes three years from start to finish.
2. Fact gathering
Our product developers begin by gathering facts. They have to become experts before they can really begin working. To define needs, we talk to families with small children and to salespeople from all of our markets. We look at what is available on the market today and analyze it compared to the needs identified.
3. Medical expertise
The next step in gathering facts, is consulting medical experts. Their knowledge and information is an extremely important tool for our process. Together with our product developers, doctors carry out tests to guarantee our high safety standards. Since this is our foremost priority, their advice is critical.
4. The first prototypes
In the next step, the product developers create prototypes. How something works in theory is one thing, but how it works in reality is another entirely. This work is a top priority for us, and our product development division spends a lot of time creating prototypes in our well-equipped test room. The first prototypes give us a good indication as to whether or not we are on the right track.
5. Test families
Once we’re satisfied with the prototypes, it’s time for our test families to weigh in. Here, we often discover things that must be developed further or improved. We revise the prototypes, check with our medical experts, let our families try and test again, make changes and test again until our high quality standards have been met.
6. Test institutes
Before launching, we have test institutes test the product against existing standards. If the product passes the tests, this means it complies with the standard. However, our own tough attitude towards safety means that our requirements are even more rigorous than this. At this point, all materials used in the product are tested. Plastics are tested for toxic substances. Textiles are tested according to Oeko-Tex, to ensure that they pose no health threat.
7 Trial sales
Before total market sales can begin, we have a large number of families test the product, packaging and user’s manual. Any shortcomings are corrected. Thereafter, a number of stores are chosen for sales trials, usually in Sweden plus one other market.
During the sales trial, we enclose a questionnaire asking consumers to evaluate the product. If they are not satisfied with the product’s safety and functionality, we must start afresh, with new prototypes. Otherwise, we move forward and develop packaging and manuals for more markets.
Now we are ready to start selling the product. Today, we export to over 40 countries.
10 Further evaluation
Development of both new and existing products is very dear to our hearts and is an ongoing process here at BabyBjörn. That’s why our continuous dialogue with families around the world who have small children is vital to us, and our evaluation and improvement processes always have top priority.