Low Cost High Impact Design


In over 140 countries doctors examine patients’ eyes and ears with Gowlland’s ophthalmoscopes and otoscopes. To build its competitive advantage Gowlland wished to significantly lower the cost of entry-level instruments.


The insight: designing the products based on a single tooling platform, enabled 60% of their parts to be in common. Not only did the design meet the cost challenge, it offered a big win to users by moving away from the traditional straight cylinder. The bend in the handle enables the doctor to place the instrument close to the patient without uncomfortable intrusion.


The design was developed from sketch through to manufacture and resulted in a valuable patent: the instruments have sold well for over 10 years.