06. Master Lock - Padlock Innovation Strategy
Innovation Strategy: Master Lock
Master Lock was in a unique position because they owned an icon that had been adopted and manufactured by competitors. Master Lock's commonly known padlock had not been significantly redesigned for more than 50 years. The goal was to design another icon, identifiable for the 21st century.
The design strategy team began by studying the values and aspirations of lock users, making potent discoveries that helped Master Lock embrace a new approach to product development and marketing based on consumer segmentation, versus product segmentation. With this knowledge, Continuum and Master Lock created and executed an innovation strategy. For immediate impact, new packaging provided the first step in consumer lifestyle segmentation, as well as some structural improvements that raised the quality of presentation for existing products. The next stage involved adding colorful finish patterns to appeal to specific high-opportunity demographic niches (high school students want a locker lock that looks different and can be recognized from far away). To increase Master Lock's presence in non-hardware retail aisles, they needed a new segment-specific product system to promote short-term and long-term innovation. 
When designing the new Titanium Series padlock Continuum used a mechanism that mimics a bank vault, making it more secure. The rotary shackle with collar increases security against prying and provides slide-action locking that eliminates the clumsiness of conventional push-closed padlocks. Its covered keyhole faces front, like a door lock, for better accessibility. The oval architecture and ABS/rubber bumper feel more comfortable in the user’s hand, and prevent scratching or denting of items it is attached to. For Master Lock's key segment of home and yard users, innovative yet cost-efficient plastic shrouds were added to the existing products, achieving cosmetic improvement and functional enhancement of weather protection. Full product innovation blossomed in the Titanium series padlocks. With a unique combination of cutting-edge form and “Tough Beyond Limits” function, Continuum helped Master Lock to completely change the way loyal consumers look at one of the world’s leading brands and inspire a whole new generation of buyers.
"Good looking enough to place on highly designed architectural gates, and yet, strong enough to provide an impenetrable, durable and very likeable solution. And, the market enthusiasm for this product affirms that design can be a meaningful differentiator in most every market." — Ravi Sawney, Industrial Design Excellence Awards juror
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