DISPOSABLE CAMERA REDESIGN

Tim FinneganAnthony PinterChris McElroy

Chase Huckestein

Table of Contents1. Project Conceptualization2. Problem Definition3. Customer Survey4. Survey Analysis5. Camera Dissection6. Current Camera Costs7. E-Waste

8. Attributes9. Weighted Objective Tree10. Specifications11. Morphological Table12. Comparing Alternatives13. Final Design14. Final Design Model

Project ConceptualizationWe recognize the need for Kodak to redesign

the disposable camera to maximize profit.

1

Problem Definition Kodak has been losing money for years,

and is on the verge of bankruptcy A redesigned disposable camera could

tap into groups of people that would normally not purchase disposable cameras

2

Customer Survey

3

Brand Frequency Reason Price ($) Important QualityKodak Rarely  Spontaneously 10 FlashKodak  Every few months  Sporting events 5 Cheap

Cannon  Rarely  Forgot own camera 5 FlashKodak  Rarely Forgot own camera  8 Easy-to-Use

Cannon  Monthly Travel  7.5 DurableFiji Rarely Spontaneously  6 Cheap

Kodak  Rarely Forgot own camera  10 FlashKodak  Rarely Travel  3 Cheap

Fiji  Never Not a big deal to lose 5 CheapKodak  Every few months  Sporting events 7 Picture Quality

Fiji  Never Forgot own camera  8 FlashKodak  Rarely  Spontaneously 8.5 Attractive DesignKodak Never  Spontaneously 4 Cheap

Cannon  Every few months  Special events 9 DurableKodak  Rarely Forgot own camera  8 Easy-to-UseNikon  Rarely  Spontaneously 3 Cheap

Cannon  Rarely  Spontaneously 6 CheapKodak  Frequently  Sporting events 10 FlashKodak  Never  Special event 7 Cheap

Cannon  Rarely  Forgot own camera 9 Cheap

Survey Analysis

Consumer Survey Results:

Most Popular Brand Kodak

Highest Frequency Rarely (55% of respondents) 

Most Important Reason  Spontaneous & Forgot camera

Average Price $6.95

Most Important Quality Inexpensive (45% of respondents)

4

Camera Dissection

5

Current Camera Costs

Total Production Cost: $3.80

Suggested Retail Price: $7.99

6

Part Cost/Part ($)

Batteries 0.35

Bulb, Flash 0.45

Bulb, Other 0.09

Circuit Board 0.06 (per square inch)

Capacitors 0.11Coils, Inductors,

Transformers 0.12

Diodes 0.05

Resistors 0.08Stamped Metal

Parts 0.02

Transistors 0.08

Wire 0.005 (per centimeter)

E-Waste E-waste is a form of waste consisting of

electronic parts that have not completed their life cycles

E-waste is full of highly toxic chemicals and heavy metals, and can contribute to environmental damage1

In order to appeal to consumers and reduce our environmental impact, our redesigned camera should be designed to limit environmental impact

71. http://earthtrends.wri.org/updates/node/130

Attributes Disposable Camera:

Camera should be cheap Camera should still take excellent pictures Camera should not have a battery

Camera should still have a flash

Camera should be easy to distribute Camera should have an appealing design

Give the consumer different choices Different colors

Camera should have minimal packaging Allows the consumer to see the camera quickly

Plastic wrapping

Camera should be sustainable Camera should be made of reusable or biodegradable material

Biodegradable components Used film, film canisters

Reusable components Camera case and electronic parts

8

Weighted Objective Tree

9

Materials1.0 | 0.3

Biodegradable Material

0.4 | 0.12Reusable Material

0.6 | 0.18

Used Film

Case

Appealing Design0.6 | 0.18

Minimal Packaging0.4 | 0.12

Consumer Appeal1.0 | 0.18

Viewing Product1.0 | 0.12

DifferentColors

Clear Plastic Packaging

Picture Quality0.5 | 0.2

No Battery0.5 | 0.2

Flash1.0 | 0.2

Redesigned Camera1.0 | 1.0

Cheap0.4 | 0.4

Easily Distributed0.3 | 0.3

Sustainable0.3 | 0.3

Film Canisters

Electronics

Primary Goal Objectives Constraints Features Means

Specifications Camera must be

cheap Camera must have a

flash, but no battery Camera must be

designed to offer the consumer a design choice

Camera should be easy to use, and provide the consumer with clear instructions

Camera must be environmentally friendly

Camera must provide the customer the same high quality photos that Kodak is know for

Camera must be able to survive a ten foot drop, and be waterproof

10

Morphological Table

11

Features 1 2 3 4Powering

FlashHand Crank

No Flash Solar Power Shake Camera

Consumer Appeal

Different color cases

Different languages on label

How-to pictures on

label

Big buttons and cranks

Viewing Product

Plastic Sheath

See through plastic window

Removable hang-tab

Picture on outside of box

Biodegradable

Film that dissolves in water

Degradable plastic

outer casing

Biodegradable packaging

Plastic components instead of metal

Reusable Reusable outer casing

Reusable camera

film

Consumer can reload

camera with film

Electronics can be reused when case become unusable

Comparing Alternatives

12

Constraints/Objectives

Weight (%)

Hand-crank with reusable film and hang-

tabs

No electronics with see through

window and reusable case

Solar powered

with reloadable

film and cardboard

box

Shake-power with plastic sheath and

reusable film

C: Good Photo Quality          C: No battery with flash     X    

C: Appealing Design          C: Minimal Packaging       X  C: Reusable Materials          

O: Cheap 40 0.8 | 40%32%     0.2 | 40%

8%O: Easily Distributed 30 0.5 | 30%

15%     0.5 | 30%15%

O: Sustainable 30 0.5 | 30%15%     0.5 | 30%

15%TOTALS:   62%     38%

Final Design Eliminate battery

Replace with a crank to provide sustainable power Lower flash strength to reduce power requirement Widen camera lens to make-up for reduced flash power

Eliminate boxes and bags Replace with a single hang-tab

Allows consumer to see the camera and reduces materials and cost

Develop a reusable film Reduces overall cost and environmental impact

Change case plastic to use bio-plastics Use 65% less energy to produce2

132. http://www.foodservicewarehouse.com/education/going-green/disposables-bioplastics.aspx

Final Design Model

14

*Units are in centimeters.

Questions?