Catalyst Design Case Study Program Reveals 2011 Winners

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The Industrial Designers Society of America (IDSA) recognizes Bombardier Recreational Products, The Coca Cola Co., Starkey and Oral-B as its 2011 Catalyst Design Case Study winners.

The Industrial Designers Society of America (IDSA) recognizes Bombardier Recreational Products, The Coca Cola Co., Starkey and Oral-B as its 2011 Catalyst Design Case Study winners.

A jury of 18 design and business leaders chose these four cases because they either demonstrated design’s power to generate revenue or positively addressed a social challenge.

  •     Bombardier Recreational Products (BRP) used consumer-inspired designs to create a new motorcycle category with the three-wheeled Can Am Spyder.
  •     The Coca-Cola Co. dipped into its design past to leverage one of the world’s strongest brands into the future with the Freestyle Fountain. Breaking prevailing limitations on dispensing efficiency and consumer selection birthed a new business model so efficient it pulls additional consumer traffic to its food service locations.
  •     Digging deep into the experience of hearing aid users drove a game-changing design for Starkey’s Zon hearing aid. From a small player in the industry to design leadership, Starkey saw its new Zon unit immediately become its most successful product in its 40-year history.
  •     Oral-B needed to maintain its leadership position in the toothbrush market with a new, breakthrough design. A full re-evaluation of the basic toothbrush and design improved not only ergonomics but hygienic performance, creating the first $5 manual toothbrush and the leader in dental professional recommendations as well as retail profitability.

“IDSA's Catalyst Design Case Study program describes how design works within corporations and helps to accelerate a broader understanding of design's impact on business, the environment and society,” said CEO Clive Roux. “This year alone Catalyst has reached over 2,000 people in over 33 countries around the world. If you haven’t read them, take a look.”

The 2011 case studies will be added to the growing library of design narratives in early 2012 when completed. Current completed Catalyst Case Studies are available for sale as PDFs and MP3s at

Design firms, client companies, academic institutions or any other interested parties may nominate a design success story worthy of study, documentation and preservation Oct. 27 through Nov. 30, 2011. There is no restriction on dates in use, production or distribution. Above all, the submission must clearly demonstrate the positive impact of industrial design and how it raises the visibility of design’s global effectiveness in delivering value to businesses, communities and society.

To submit a case study, visit

About Catalyst
Since 2002, IDSA has curated a series of case studies, the Catalyst program, which supplies the business community and the average consumer with a series of deep drilling stories regarding exactly how design can be leveraged to generate revenue. By bringing depth, clarity and transparency to the industrial design profession, these case studies are designed to instill into the collective consciousness design’s power to positively impact change for business, people and society.

About IDSA
With its roots reaching back to 1938 and founded in 1965, the Industrial Designers Society of America (IDSA) is the world’s oldest, largest, member-driven society for industrial design. IDSA represents professionals in product design, interaction design, human factors, ergonomics, design research, design management, universal design and related design fields. The society produces the renowned International Design Excellence Award® (IDEA) competition annually; hosts the International Design Conference and five regional conferences each year; and publishes Innovation, a quarterly journal on design, and designBytes, a weekly e-newsletter highlighting the latest headlines in the design world. IDSA's charitable arm, the Design Foundation, supports the dissemination of undergraduate scholarships annually to further industrial design education. The organization has more than 3,000 members in 27 chapters in the U.S. and internationally. For more information, visit


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