Pocket

Role: Senior Design Manager, Joseph Joseph

This project was developed during my time as Senior Design Manager at Joseph Joseph, where I led product strategy and development, aligning design, engineering and manufacturing teams to bring innovative products from insight to market.

Insight

Consumer research revealed a clear shift in ironing behaviour. Rather than ironing entire wash loads, more people were ironing individual garments or outfits as needed. However, the experience remained inconvenient, requiring users to retrieve a bulky ironing board from storage and locate an iron that was often kept elsewhere.

Opportunity

The opportunity was to create a compact ironing solution built around speed, convenience and modern living. The goal was to create a product that was quick to access, easy to set up and simple to store, making ironing a few items feel effortless rather than a chore.

Solution

Pocket is a compact tabletop ironing board designed to keep everything needed for ironing in one place. An integrated storage caddy neatly houses the iron and power cable, reducing setup time and eliminating clutter. Cleverly, the caddy also acts as the board's central support foot when in use, creating a stable ironing surface while enabling a compact folded form.

Outcome

Pocket transformed the ironing experience into a fast and convenient everyday task. The product has become one of Joseph Joseph's best-selling laundry products and helped establish the brand as a leader in innovation within the laundry category. Its success has demonstrated the value of designing around changing consumer behaviours rather than simply improving existing product formats.