Redefining Value in GPS Chart Plotters

The Lowrance Eagle is a redesign of Lowrance's entry-level GPS chart plotter/fishfinder. Our objective was to enhance the product's perceived value while maintaining its cost-effectiveness, ensuring it looks and feels like a modern, high-quality product that aligns with Lowrance's visual brand language.

Project: Lowrance Eagle

Disciplines: Industrial Design

Client: Lowrance

Year: 2023

Our journey began with a thorough analysis of the product's evolution over the years. By studying market trends and customer feedback, we aimed to identify opportunities to elevate the product's design and functionality. Drawing inspiration from Lowrance's MFD (multifunctional display) range, we collaborated closely with the product manager to define the optimal sizes and address existing design pain points.

To ensure the new design fit seamlessly within the Lowrance product family, we took inspiration from the existing MFD (multifunctional display) range. Collaborating closely with the product manager, we determined the optimal sizes for the new product family and identified existing design pain points that needed addressing.

One major issue identified through user feedback was the difficulty of connecting and disconnecting the device's cables. Users reported that the connectors were hard to plug in and out, leading to improper connections and potential functionality and sealing issues. This was particularly problematic as the device needed to be waterproof.

After analyzing the root cause, we discovered that the existing connector design caused trapped or compressed air, complicating the insertion process. Through multiple sketch sessions and brainstorming possible solutions, we developed a twist-lock connector design. This innovative solution simplified the insertion process and eliminated user error through precise location points. The design was so effective that we patented it.

The redesign of the Lowrance Eagle GPS chart plotter and fishfinder successfully increased the product's perceived value while addressing critical user pain points and maintaining cost-effectiveness. By focusing on user-centric design and innovative solutions, we delivered a product that aligns with modern trends and the Lowrance brand's high standards.