We offer
DESIGN coaching + consulting
for your organization to build
innovative and impactful products.
Our Philosophy: Design for everyone
Case Study : The OXO Revolution
Dan was a key member of the team that conceived the OXO line of kitchen tools, an often cited example of inclusive design. With an understanding of biomechanics and physiology, he considered challenges such as arthritis and vision impairments when performing common kitchen tasks. With that approach he helped establish the OXO brand, a line of the world's most beloved kitchen tools.
Rethinking the traditional peeler
Thin metal handles, sharp edges, and difficult grip, the classic peeler showed no consideration for basic ergonomics and the different abilities of people who would be using it.
Key problems
Difficult to and painful to grip
Slippery when wet
Hard to see blade orientation
Requires significant squeeze force to hold securely
Research Phase
Dan Formosa and the Smart Design team conducted extensive usability studies with people, focusing on people with arthritis and low vision.
Observed the pain points
Identified biomechanical issues
Studied the entire task, movements of both hands
Focused on the blade design as well as the handle
Design Innovation
The designs incorporate large oval handles to distribute pressure evenly, soft, high-friction rubbery material for the handle, playful squeezable ribs that increase grip, and optimized blade geometry for efficiency.
Key benefits
Biomechanically sound design
Accommodates various grip styles
Reduces required force
Enhanced visual contrast
Impact: The Proof is in the Peeler
Universal Success
What started as accessible design became everyone's favorite. Over 20 million units sold worldwide.
Key Insights
Loved by all users
Changed the kitchen gadget category
Spawned an entire product line
Proved the benefits of an inclusive
design approach
20+ Million Units Sold
35+ years serving as Design inspiration
+
Proving that inclusive design is good business
How can we collaborate with your organization
From strategy to implementation, we help companies and organizations create successful products and experiences that truly work for everyone.
Design Strategy and Consultation
Brand Positioning and Direction
Product Development
Cross-functional Design Sessions for your teams
Turning Voice of Customer into Product concepts
Improving the Design intelligence of your brand
Product positioning and direction
Accessibility audits of currently available products
Advanced learning courses in Inclusive design
Industrial Design
Interface Design
Prototype Development and Design Validation
Key Partners
Dan Formosa, Ph. D
With degrees in product design, ergonomics and biomechanics, Dan has extensive experience consulting with companies and organizations worldwide on design and innovation. His work spans a wide range of products categories – household products, automobiles and medical devices. An early proponent of “design for all” (a.k.a. Inclusive Design), he is often invited to speak internationally on research and the future of design. He established his company ThinkActHuman with the goal of human-centric design for a better world.
"I never design for the average person. If I design for the extremes, tallest and shortest, fastest and slowest, strongest and weakest, the middle will take care of itself."
Dhairya Pujara
Dhairya Pujara, an Entrepreneur, Engineer and Design Enthusiast , grew up in India and now lives upstate New York with family. A consultant to universities, governmental agencies and Fortune 500 companies. He has traveled to 26 countries across 4 continents for work and inspiration. He has been invited to speak at the United Nations, World Bank, TEDx, Stanford University and top events around the globe. Dhairya’s work earned him a visa from US government, reserved for individuals of “extra-ordinary“ abilities.
“As an engineer I focused too much on technology and getting the right answers, As a designer I am now more focused on people and asking the right questions“.
