Background:

Woodworking, a craft dating back to ancient times, has been essential in the growth and development of civilizations. From boats that enabled exploration and trade to structures that provide shelter and community, woodworking has played a pivotal role. Beyond practical applications, it also serves as an artistic outlet, allowing individuals to express creativity and find joy.

At its core, woodworking is not just a job—it's a journey. Whether you're a novice hobbyist or a seasoned professional, the goal remains the same: to achieve quality results. Both beginners and experts seek durable and precise work that minimizes costly errors, ensuring that expensive materials aren't wasted. A successful project, regardless of skill level, builds confidence and pride in a job well done.

Precision for the Masses:

One of the most renowned tools for achieving precision in woodworking is the Kreg Pocket Hole Jig. This innovative device allows woodworkers of all skill levels to create accurate joinery and tight bonds with ease. The Kreg Jig has democratized high-quality joinery, making it accessible and reliable for anyone, whether they're crafting a small hobby piece or working on large-scale professional projects.

Process:

Recognizing the need to expand their product offerings while maintaining their commitment to quality, Kreg partnered with DesignThink to build on their core values. Through a series of Brand-Build Innovation Workshops, DesignThink collaborated closely with Kreg to identify new opportunities based on user insights, market trends, and pain points. These workshops revealed how woodworkers' needs vary across skill levels, but also highlighted key factors that influence project outcomes, such as access to tools, the project's location, and time constraints.

The insights gained from these workshops led to the development of a product roadmap that aligned new opportunities with Kreg's values. Interestingly, the real opportunity for growth wasn't tied to traditional skill-level segmentation, but to the type of project and where it would take place. For example, if a project was being worked on outside or at a jobsite, a portable jig would be most beneficial. Alternatively, if the work was taking place in a dedicated workshop—be it a garage, basement, or commercial space—a full-featured benchtop unit would be preferred.

The takeaway from these findings was profound: woodworkers of all levels could benefit from owning multiple versions of the pocket hole jig. A less-featured, portable model would be just as valuable to a professional at the jobsite as a full-featured benchtop version would be to a hobbyist working from home. This recognition of shared value across different products allowed Kreg to expand their product line in a way that appealed to a broad range of users, offering them the flexibility to choose tools that suited their specific needs, whether for professional or personal projects.

Results:

Through this collaboration, Kreg and DesignThink were able to develop a line of Pocket Hole Jigs that expands on Kreg Tool's core values and commitment to innovation and quality. We are honored and proud to assist in helping Kreg Tool position the company for future growth, ensuring that all woodworkers—novices, hobbyists, and professionals alike—have the tools they need to achieve their goals and continue their woodworking journeys.