Market: New Zealand

The customer

Trimax Mowing Solutions is a family owned company that design, develop, manufacture and distribute tractor-powered mowing equipment for a global market.

The challenge

Despite a reputation for manufacturing good-looking, tough tractor powered mowers that were more robust and economical than competitor products, Trimax found itself still needing a greater focus on innovation in order to respond to their users’ needs and connect on a deeper level with their customers.

Our approach

Having learned a number of initial design principles through Better by Design, the team set about a major product development initiative, the Stealth3. This initiative was grounded in customer insights, significant competitor intelligence, and rigorous design thinking approaches.Better by Design coached the Trimax team on how to get closer to their dealers, distributors and customers. This enabled the team to reveal valuable user insights, understand their purchasing behaviours and create solutions that respond to their unmet needs.

‘There’s all these things that traditionally we thought we knew best, and now we are hearing things that we didn’t know, or didn’t know was important’
— Chris Chaplin, Global Operations Manager  

Subsequently, through involving both dealers and customers in the design prototyping process, it resulted in presales of the anticipated solutions. 

The Trimax team

‘It was a challenging concept at first but the ‘failing fast, failing cheap’ approach has ensured the development of successful products with timeframes being met….the products we design now, really connect with what the customer needs and boosts customer retention.'
— Michael Sievwright, General Manager

The result

The insights gained are helping Trimax deliver products that are really responding to what their customers need and therefore contributing to increased customer loyalty.

Trimax have now embedded design thinking across the company, prototyping with their Advisory Board to map out a 12-month strategic plan, and running purpose and values workshops to bring strong alignment across the local office, offshore teams and dealer network. A further benefit of the Better by Design process has been the creation of a sustainable design legacy.

‘It removes a huge amount of design dependency on me and has established a design process that will roll on without me….Better by Design has given me enthusiasm for the exciting things we can try in the future.’
— Bob Sievwright, Owner