speak to hundreds of people every year regarding design.”
“We weigh the feedback and
equipment designs possible,” explains Dilts. “We weigh the feedback and speak to hundreds of people every year regarding design.” This philosophy is carried through
treadmill but they did know they en- joyed the one with the fan, and that recognition was a home run for us,” notes Dilts, who says that Star Trac originally installed on-board fans af- ter observing how people gravitated toward equipment positioned under or near air conditioning ducts. Dilts explains that the Star Trac
team continues to employ this intense customer focus in product design, us- ing surveys, interviews and on-site studies and testing during all stages of the product development cycle. “The product development group
combines its technical knowledge with the voice of the customer to pro- duce the very best and most relevant
to the manufacturing phase where Star Trac equipment, produced in facili- ties worldwide, including California, Taiwan, China and Mexico, utilizes world-class manufacturing equipment like the Trumpf TruLaser 3030 and the Trumpf TruLaser Tube 5000 and is overseen by internal man- ufacturing teams that fol- low the same guidelines.
Listening for five key phrases
Star Trac’s integrated
approach essentially cap- tures users’ comments into five key phrases that are categorized and channeled into product develop- ment from start to finish:
1. Distinctive: “Wow! Check this
out!” This is what Star Trac hopes to achieve when users first look at its equipment before even trying it. It wants to capture their imaginations
with great design, superior styling or unique features that differentiate the machine and create a positive gut-level response.
2. Approachable: “I want to try this!”
If the equipment looks safe and user- friendly, it’s approachable. This warm and inviting appearance – whether created through upholstery, car-like seats, curved hand rails or ergonomic arm rests – im- mediately breaks down mental barriers. Recumbent bikes with a walk-through design immediately ap- peal to users new to fitness and older exercisers, for example.
3. Intuitive: “This is easy
to use.” Exercisers like to feel successful right away
and want to easily navigate the knobs, adjustments and workout instructions. One of Star Trac’s newest innovations is instructional placards printed with “lenticular” images, a process that lets the image “move” through the entire exercise range of motion and lets the exerciser see how the exercise pro- gresses from start to finish. »
May/June 2009 Fitness Business Canada 47
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