As a leader in office equipment, Fellowes was interested in repositioning the shredder for the home and SOHO (small office/home office) environment when they commissioned both discovery and implementation efforts with Big Bang. By conducting a series of in-home, end-user interviews and observations, we were able to identify the unique wants and needs, as well as the emotional motivators of home shredder users. The 10 SKU product line dramatically enhanced usability in the unmet areas of paper storage and feeding, clearing jams, basket emptying, and safety.