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Message Mr Clean MagicReach The first cleaning tool to join P&G’s Mr. Clean line of detergents, the MagicReach has redefined bathroom cleaning without the aid of high-tech features. Its two-part build can handle the majority of bathroom cleaning needs—floor, tub and tile—by converting from pole-mounted mop to handheld scrubber. Recognizing that the average person uses various sponges, mops, and wipes to clean a bathroom, P&G saw a need for a new multipurpose cleaning tool. They envisioned the tool as being able to clean 80% of all hardscape surfaces and promote use among family members. For the execution of this design, P&G enlisted IDEO, with whom they had worked on human-centered projects for more than ten years. Using the opportunity to further familiarize P&G with their collaborative process, IDEO invited members of the P&G;group to participate in initial brainstorming and prototyping sessions. Out of these sessions came a total of 350 ideas and 60 prototypes. Of these concepts, one prototype in particular won the team over: a pole-mounted, eye-shaped foam head that could navigate around odd angles and squeeze into small spaces. This far-reaching solution was soon reaffirmed by a human factors session in Puerto Rico, during which the IDEO team observed a women tie a towel around a stick to clean both the tub and walls. Subsequently, IDEO built working prototypes of their pole-mounted design to test in consumer markets. After repeated tests and fine-tuning, IDEO and P&G concluded that the design successfully spoke to user needs and behaviors. Enabling the MagicReach’s convertible design is a patented U-lock that the IDEO team devised to act as pole/brush connection and as a handle for the brush itself. In addition to industrial design, IDEO contributed expertise in textile engineering, user understanding and testing, manufacturing, and retail presence. http://www.ideo.com/work/mr-clean-magicreach