The new Graco Everystep Slim High Chair is a multi-functional, multi-stage children’s highchair that incorporates both an infant feeding seat and a toddler step stool, among other modes. This design aims to elevate “Fit in Home” aesthetics and craftsmanship through simplified part geometry, refined surfacing details, and a heightened focus on part construction. A more approachable, less mechanical aesthetic is achieved with new applications of wood grain, a more tailored molded seat pad, and a “fit in home” color palette. The solution aligns closer to a piece of furniture rather than a standard baby gear product and caters to a consumer that desires their baby gear to mesh seamlessly with the home environment.

Previous versions of this product, as well as competitor products in the same space, rely on overly mechanical functionality that often dictates the product design. The ability to fold, collapse, telescope, and disassemble has historically taken precedence over the look and feel of the product. This approach results in products that look overly mechanical and over-engineered, and more akin to equipment rather than furniture.

Starting from the ground up, the design team identified more minimal and simplified solutions that yielded the same performance but in a more appealing and user-friendly configuration. By moving or reducing hand actuators and levers, and removing unnecessary wheels, the focus became emphasizing the refined surfacing and geometry of the product and the strong, sturdy stance of the frame.

Some other key visual elements that carry through the design are crisp, defined chamfered edges seen in the seat back, the tray table, and the footstep. A molded seat pad allows for easier clean-up and better fit and finish compared to a traditional cut-and-sew fabric method. Lastly, the frame rail softly and tightly gestures around the seatback to provide a smaller package and softer corners for the entire product, allowing for a better fit in tight kitchen spots.

Because children grow so fast early in life, they often outgrow products quickly, rendering those products useless only months after purchase. The Everystep high chair provides multiple modes that can be used for Infants (4 months – 1 year) to toddlers (1-2 years), Youth (3-5 years), and kids (5+ years).

This functionality ultimately reduces the number of products that parents need to buy, but also adds tremendous value over traditional high chairs. Value and sustainability become hallmarks of the product. In further consideration of consumer benefits, the Infant table booster mode and the kitchen step stool are features not offered on standard high chairs. Because this product incorporates a built-in step stool, the child is able to use the product well into elementary school age.

Through an exhaustive x-functional development approach utilizing contributions from multiple design disciplines, the brand is realizing a truly user-centered approach to product design. The Everystep high chair is the culmination of industrial design, usability, fashion, soft goods, graphic, and craftsmanship design disciplines that take a holistic approach to the product brief. This ensures that the consumer experience is foremost in the minds of the design team, and in turn, Graco’s core mission of “Supporting the #1 job in the world, Parenting.”

Whereas some baby gear companies may prioritize manufacturing feasibility, parts bin economies of scale, or simply a “lowest cost” approach to development, the design team had core consumer needs in mind when ideating this product. The end result has been increased sales interest from retailers and elevated ad spending from the Graco brand.

Proposed Benefit to Society Graco’s “Grow with Me” approach to product development has always been to extend the life and value of the product with multi-stage, multi-mode architectures. With six growing stages, the EveryStep Highchair transitions from a reclining infant chair to a full-size highchair, infant and toddler booster, and youth stool. Plus, the infant booster and kid’s step stool can be used together to grow with your family and be used by siblings. Naturally, sustainability becomes a hallmark of the product. Fewer products purchased by the consumer translate to less cost, less raw material usage, less freight and delivery resources, and lower end-of-life disposal management.

Past consumer feedback has been that baby gear appears very utilitarian and overly engineered, and in turn, does not integrate well into the home environment. The design team started concept generation with the goal of establishing a very strong 1st read with an identified graceful but strong gesture in the stance of the product.

The elevation view of the frame creates a sturdy, robust, and planted appearance that ensures your child is safe from tipping or falling. In order to reinforce the “Fit in Home” furniture aesthetic, wood grain CMF was applied to the frame legs to better integrate with home décor and move away from traditional metal finishes.

A softer, neutral color palette was integrated into plastics offering a more approachable, refined look over the basic industry color palette.

Lastly, Craftsmanship details are elevated with attention to surfacing and molding details in the part geometry. Chamfers are used throughout the product to create crisper, more controlled delineation of surfaces, and highlight intentional opportunities to sculpt the product.

The final design is one that reinforces the sturdiness, strength, and quality every parent wants to put their child in, while also fitting nicely into the home environment and meshing well with contemporary décor trends.

Category:FurnitureYear:2023Designer:Newell Brands Design, Newell Brands, Kalamazoo, Michigan, USAManufacturer:Newell Brands, Kalamazoo, Michigan, USA