Kodak Disposable Camera:Spongebob Shake and Take
EDSGN 100—Section 4
Doug KomandtGraham Zimmerman
Adrian EvansCJ Brandmeier
Team 6
The Demographics of the US tell us important information
There is an Opportunity Our Current Design Can be Improved The mechanisms of the Kodak FunSaver are
intricate The Customer Knows Best! We have ways to meet customer and societal needs We must evaluate which ones are best There are sustainable ways to incorporate these
new and modified ideas
Table of Contents
Our current camera design has positive aspects.
Industry Leading Recycling Program Polystyrene
Provides up to 10 regrinding cycles Circuitry
Flash mechanism, counts cycles Parts
No tool assembly Manufactured responsibly
Kodak Film Company cash cow.
Our current camera design can be improved.
Battery Contributes significant e-waste
Over-Packaging Boring Style
The Outside of the camera is Dull
Outer Design Polystyrene black
mainframe casing Yellow Sticker Outside Packaging
Cardboard box case wrapped in water-resistant protective case.
The inside of the camera is complex
Inside Design
Looking from back Battery (far left) Film canister (far right) Film extended across back Gray/white spokes wheel
(center) Looking from front
Flash system (far right) Flash charge button
(bottom right) Lens mechanism (center) Circuit Board (right) High voltage capacitor
(bottom)
“Rewind button” turned, lever pulled back
Shutter-release button pushed, lever released and pulled back into initial position by spring
Displaces small cover over film, opening the lens for light
Incoming light/image reflected in light captured on film
Rewind button turned, film advanced to dark container
Taking A Picture
Taking a Picture is a Chain Reaction Mechanism
Children are the best market for a “new” disposable camera.
Current Price: $9.88 per pair (4.94 each)
Customer willing to pay (on
average) $8.02 PER UNIT
On Average, consumers said they would buy a digital
camera for a child at
Age 11.95
The importance of specific features matters.
1 2 3 4 5 6 70
5
10
15
20
Is the flash important to a child?
Response
Num
ber
of
People
95%
5%
Would you want to see the pictures you took?
Want to see
Don't want to see
How Important is Picture Quality?
Average : 3.42/7
Change Label Design Shake Flash Crank Flash Rubber Grip
Change Outer Packaging Remove Film (“Toy Camera”)
Modified Crank Wheel Change Film Quality
There are many ways to redesign the camera to meet society’s and customer’s needs.
Each Potential Solution Must be Evaluated
Design Modification: Screening Matrix
ChangeLabel
DesignShakeFlash
CrankFlash
AddedRubbe
rGrip
NewOuter
Packaging
RemoveFilm
("Toy" Camera)
Modified
CrankWheel
Change
FilmQualit
yEase of Use + + 0 + + + + +
Ease of Manufacture + 0 + - + + + +Appeal to Customer + 0 0 0 + - 0 +
Cost to Modify + + 0 - 0 + 0 +Durability 0 + - 0 0 0 + 0
PLUSSES 4 3 1 1 3 3 3 4MINUSES 0 0 1 2 0 1 0 0NEUTRAL 1 2 3 2 2 1 2 1
TOTAL 4 3 0 -1 3 2 3 4RANK 1 2 4 5 2 3 2 1
CONTINUE? YES YES NO NO YES NO YES YES
Solutions must be evaluated with emphasis on certain areas.
Design Modifications: Weighted MatrixNew DesignLabel/Outer Packaging Shake Flash
Change Film Quality
Modify Crank Wheel
Selection Criteria Weight
Rating
WeightedScore
Rating
Weighted
Score Rating
Weighted
Score Rating
Weighted
ScoreEase of Use 20% 5 1 5 1 5 1 4 0.8
Ease of Manufactur
e 15% 5 0.75 3 0.45 5 0.75 4 0.6Appeal to Customer 35% 5 1.75 3 1.05 5 1.75 3 1.05
Cost to Modify 10% 4 0.4 4 0.4 5 0.5 3 0.3
Durability 20% 3 0.6 5 1 4 0.8 4 0.8Total
Score 4.5 3.9 4.8 3.55Rank 2 3 1 4
Continue? Develop Develop Develop No
Redesigning the packaging will make the camera more appealing
800 film (currently used) : $3.16 per roll
400 film (proposed) : $2.16 per roll
Film Quality should make sense.
Redesigned packaging and casing will appeal to our most stable demographic—children.
Addition of a “shake flash” mechanism will make the camera more sustainable and eliminate unnecessary e-waste.
Substitution of more appropriate film quality will reduce costs while meeting customer needs.
The Spongebob Shake and Take is Kodak’s Opportunity.
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