The objective for this development was to gain market share in Japan, a country in which Bosch/Dremel was not a dominant player. The PlusD2 team worked directly with the Dremel European team to understand the market, latent needs, and establish product goals for development; including creating personas of the end-users with expressed expectations of compact precision. The visual design needed to be a safe, easily approachable and understandable tool, affordably priced within the Japanese competitive product landscape.