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Bit Kits

Choice paralysis can be dangerous in the world of power tools. By categorizing vital tools into organized purpose-driven kits, we simplified the selection process, giving both new and seasoned users a reliable path to the right tool.

My Role

On the Product team, I focused on special projects as a product designer and project manager, overseeing this project end-to-end.

My responsibilities included:

Product development
Prototype fabrication
Managed supplier sourcing and coordination
BOM management

Led packaging cost-down initiative

Supervised cross-functional team coordination
Managed assembly line organizations and optimization

The Challenge

A meat cleaver vs. a butter knife…

Choosing the wrong will have an affects on the outcome of a meal…or your fingers.

Our fabrication-focused user base had the same issues when choosing the ideal end mill for their projects. End mills are specialized “drill bits” used in CNC and milling operations. Choosing the wrong end mill could affect everything from creating a poor user experience to damaging expensive material to potentially create dangerous situations.

Users were overwhelmed by the sheer variety of end mills, each with unique specifications and applications that were not always apparent. Without clear categorization they struggled to identify the right bit for their material or machining task, leading to poor results and frustrations.

Discovery

After auditing forums, customer service tickets and remorse returns, we found users were disappointed with cut quality issues. Customers were seeing burning, chipping wood and breaking expensive end mills. Many of the affected were new users, left unsatisfied with their recent premium purchase.

The investigation determined the issues were the result of user error. The Shaper Origin was working correctly but users were choosing the wrong end mill for the application (a.k.a they were using a butter knife to cut a steak). This problem was not the users fault, we had simply not done enough to educate the users on our products.

↓Relationships of necessary skill sets for popular woodworking disciplines. Each area requires a unique mixes of tools and skills

↑New users are dealing with a lack of education and overwhelmed by choice paralysis. It is easy to see from the website how a novice user would be easily confused.

Our user base are crafts-people of varied skill levels across a wide range of disciplines. Each needing a custom selection of end mills and techniques to complete their custom projects. This is not a one-size-fits-all solution. On our website, we sold a large selection of speciality end mills labeled with the necessary information, but lack of consumer education was creating decision paralysis.

↑Extensive white-boarding (literally) to find the ideal bit kit combinations.

Sales data revealed first time customers were not purchasing additional end mills at checkout. They were starting their user journey under prepared.

The world of end mills is deep with complexity. It can be intimidating for seasoned craftsmen, let alone a novice user learning a new breed of power tool.

Not setting customers up for success when learning the tool for the first time, you can lose them forever.

The Vision

Making an alternative to buying bits piecemeal by offering bits bundled into expertly curated, use-case optimized Bit Kits. We set users up for success by removing the guesswork to find the best tools for the job, whatever that job may be.

Utilizing a good-better-best tier structure to meet users at their level of need to streamline their journey into the world of handheld CNC.

The focus on user experience continues long after they purchase. Creating a modular, tiered end mill kit with custom foam insert and concise spec labels, the bits will default to an organized presentation and reference ensnaring clarity and workflow efficiency.

Each kit is designed for clarity, polish, and practical use. The product line is made for makers and professionals who value tool clarity, efficiency, and an elevated product experience.

The Product Line

Essential

Compact, task-focused sets. Each Pocket Kit is tailored to a specific woodworking use case (e.g. cabinetry, plastic/alum milling, popular projects, heavy work loads), enabling users to grab a small, job‑specific toolkit that fits in your pocket.

↑I actually also modeled the kits for marketing content

General

Version A: Cutting

A broader, workshop-ready offering with roughly 10 endmills configured as either purpose built collections. Pro Kits serve professional woodworkers and serious hobbyists who need a flexible, reliable set for most jobs.

Version B: Hardware

A one-stop-shop for hardware install that covers milling, fixturing and assembly. This kit is purpose-built for customers installing hardware optimized for CNC fabrication.

Premium

The definitive, no‑compromise collection spanning the full breadth of our catalog. Designed for studios, shops, and professionals who require every common and specialty profile in one place.

Goals & Successes

17 Hours

Sell out time for Premium Kits

The initial limited release of the Premium Kits sold out over night. We had drastically underestimated demand but we knew we were on the right track.

User Inspiration

Providing a blueprint for personal creation

The release sparked users' creativity. Many users for the first time had a multitude of tools at-hand and at top-of-mind. This booted confidence, time on-tool and a deeper investment into the brand. One test user remarked "Having the Ultimate Bit Kit on hand feels like the power of Origin is unlocked for the first time" - MH

Bigger is Better

Premium Kit sales outperformed product line

Sales of the Premium Kits ($$$) outpaced the rest of the product line. Customers loved the compact completeness of the fully stocked kits. They saw the value of turning a loose pile of tools into a curated one stop solution to build from.

Build Trust

Early wins create momentum of success

First time customers who bundled bit kits to their initial Shaper Origin purchase were found to have smoother onboarding experience creating a built-in confidence loop, leading to increased tool usage, brand engagement and a lower remorse return rate.

Troubleshooting Foam Production

A company pillar was to always deliver products that could be used and abused in work shops and job sites on a daily basis. If we were going to invest in the production of a product, it needed to last. The gold standard for this product was custom milled foam bits insert. They offered superior protection as well as lasting durability.

This posed an issue, initial quotes from manufacturers proved cost-prohibitive as well as added extensive lead times. To ensure product quality and meet tight production deadlines, I led the decision to bring foam fabrication in-house. I scoped and sourced raw materials, developed and validated milling and fabrication methods, built custom jigs for repeatable tolerances, and established the assembly workflow and QA checkpoints — all to deliver high quality products, on schedule and under budget.

↑Milling too fast created resulted in broken end mills and milling to slow melted the foam creating poor cut quality.

↑Small differences in tooling setting create significant variation in final cut quality

Iterate / Elevate

Developing the in-house manufacturing of these foam inserts was a project in-of itself. A lot of work went in to designing and scaling the production workflow.

Proof of Concept

Dial in tooling variables, determine optimal bit geometry and prove concept