Foldie - Redefining Portability:
Foldable Wireless Charger
(0-1 Full Process Development
and Explosive Growth)
Company: Woodie Milano | Time: 2023 - 2024
My role: Leading product manager
(end-to-end responsibility: user insight → product definition → design and development → supply chain coordination → listing promotion)
(end-to-end responsibility: user insight → product definition → design and development → supply chain coordination → listing promotion)
1. Background and Challenges: Aiming at the pain points of core users
Market chronic disease:
Size rigidity, scene limitations: The size/shape of wireless chargers on the market is fixed and cannot adapt to multiple scenarios (such as travel, daily commuting).
Multi-device burden: Apple Watch charger needs to be carried extra + iPhone switch to Type-C, causing users to carry a variety of wires → cable winding, airport security check is extremely inconvenient.
Travel troubles: You need to carry multiple bulky power converters for cross-border travel.
The company's goal: to open up a new and high-growth portable product line in the field of wireless charging.
Core challenge: Design a solution that is extremely portable, integrates multi-device charging, improves the travel experience, and has an elegant texture.
2.My actions and processes: from in-depth insight to accurate implementation
A) User insight and product definition:
In-depth user interview: Directly capture users' strong dissatisfaction with "cable winding", "device burden" and "travel converter cumbersome" → verify the core pain points.
Competitive analysis and trend scanning: Confirm the lack of integrated portable solutions in the market. User feedback directly inspires the core concept of "folding" (non-internal fantasy).
Precise value proposition: "Get a discount and go, charge the world" - integrated wireless charging (mobile phone/headphones), can receive Apple Watch magnetic suction module, built-in replaceable international conversion plug (if realized).
B) Product design and development: user feedback drives key decisions
Collaboration definition (Workshop-led): Conduct high-strength Workshop with small design teams, quickly iterate concepts, focus on folding structure, multi-device integration, and volume minimization.
Prototype iteration and user testing (data speaks):
Lead the multi-round factory proofing, and strictly test the durability, portable size and grip of the folding mechanism.
C) Marketing promotion and listing: accurate access and efficient transformation
Exhibition detonation (pain point visualization): At the industry exhibition, Foldie intuitively demonstrated how to solve the pain points of "cable winding" and "multi-device carrying" → causing strong resonance and attention.
Self-driving effect video (reduce cognitive threshold): independently produce high-quality product videos, clearly display folding logic, multi-device charging scenarios, travel conversion schemes → efficiently convey complex values (core skill points!).
Precise media public relations: Successfully convince Wired, GQ and other top media to emphasize the real pain points and unique design solved by the product → get high-quality endorsement.
Official website reshaping (conversion engine): Take the lead in restructuring the details page of the official website, focusing on core pain point solutions and excellent data → create a sales terminal with a high conversion rate.
Key user feedback drives design changes:
Cut off the LED indicator light: User feedback "is not necessary and increases power consumption/cost", decisively remove → focus on core value, optimize cost.
Material upgrade (sheepskin → cowhide): The initial plan uses lambskin to improve the texture, but the user's test found that it is very easy to be scratched by keys and other items → Based on user feedback and durability tests, the decision is to use more tougher high-quality cowhide, balancing beauty and practicality.
CMF and supply chain attack:
Aluminum alloy application and cost game: Select aluminum alloy to achieve lightweight and texture → Communicate closely with the factory and face cost pressure → Successfully achieve the goal within the budget by optimizing the structural design, negotiating the purchase volume, and exploring surface treatment alternatives.
Packaging design (fill the resource gap): Due to internal resource limitations, take the initiative to undertake and independently complete all packaging design → ensure that the unboxing experience matches the high-end positioning of the product, and consider the needs of transportation protection and retail display (highlight initiative & multi-faceted ability).