The Graco Usability team did a study on ALL car seat labels and found that only one out of twenty people were able to successfully install their car seat using only the labels on the shell. This study included all competitors as well.

We dove deep into the reasons why people were struggling and created a brand new style guide that can be used across all of our Graco car seats going forward.

This project took a little over a year to complete as it was extremely complex and included people from all across the globe. I worked hand in hand with the Industrial design, engineering, brand, legal and marketing teams to complete this re-design. We had to comply with all of the NHTSA safety government regulations as well as Graco’s high standards.

In the end we were able to create beautiful illustrations along with smart label placement strategies to keep Graco at the top of the industry in the baby category.