Mitsubishi Heavy Industries Technical Review Vol. 54 No. 1 (March 2017)
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Winning Red Dot Design Award for Forklift Trucks

Rocla OyThe Red Dot Design Award, an international product competition for product designers andmanufacturers, is one of the largest design competitions in the world. Rocla Oy (hereafter Rocla),
the European arm of Mitsubishi Nichiyu Forklift Co., Ltd., won a Red Dot Design Award
successively in 2015 and 2016. This paper presents the history of Rocla's product development andtechnologies through general descriptions of the Red Dot Design Award, and explains thecharacteristics of Rocla's product development such as product concept creation from theperspective of users and simulation-based preliminary verification of components and software bypresenting the case example of the award-winning small electric counterbalance forklift truck.

|1. Introduction
Rocla was established as a heating apparatus manufacturer in 1942. They started themanufacture of lifting and transfer moving equipment in the 1950s, followed by automated guided
vehicles in 1983. In 1992, they started supplying products under the brand name of MHI. In thismanner, they have been supplying advanced warehouse trucks to the European market centered on
the Nordic countries for many years.
Finland is known for its Nordic design, which is characterized by functionality and beauty, as
well as its supporting technological capabilities and technological networks established jointly by
the public and private sectors. Rocla utilizes such advantages for the development of products.
They won a Red Dot Design Award in 2008 for the first time, and successively in 2015 and 2016
for their small electric counterbalance forklift truck and the electric reach truck, respectively. This
paper presents the development of the small electric counterbalance forklift truck as a case example
of an award-winning product.

|2. Summary of Red Dot Design Award
The Red Dot Design Award is a design competition that has been held every year since 1955
mainly by the Nordrhein Westfalen Design Center (Design Zentrum Nordrhein Westfalen) locatedin Essen, a city in Germany. This competition also plays a role in highlighting the importance ofdesign in business and society internationally by providing the latest information about design fromexperts, holding seminars and workshops in the museum where award-winners are exhibited, andcooperating with and participating in other design competitions in an active manner.
The competition is classified into product design, communication design and design concept.
The product design award that Rocla won targets excellent design products and is divided into 47
sections including furniture, home appliances, kitchen goods, children's products, cosmeticproducts, bags, glasses, clocks, jewelry, robots, cars, industrial vehicles, etc., covering various
sections of the manufacturing industry. For each section, a winner is selected by a disinterested
group of experts based on evaluation criteria such as design innovation, functionality, ergonomics,ecology, durability, etc. The winners are allowed to display the world-famous Red Dot mark andtherefore can strongly highlight their excellent design.
Figure 1 shows all the award-winning products of Rocla, which has won the award fivetimes since its first win in 2008.

Mitsubishi Heavy Industries Technical Review Vol. 54 No. 1 (March 2017)22

Figure 1

Rocla award-winning products|3. History and characteristics of Rocla's product development
3.1

History and characteristics of Rocla's product development

Rocla's product development is strongly based on Nordic design, which is entrenched in
Finland and characterized by functionality and beauty as described above. It can be said that thehistory of Rocla's product development is the history of industrial design. Figure 2 shows thehistory of Rocla's design. Design in the 1970s was conscious of the appearance and impression of
the product itself, and similarities between products of the same brand. In the 1990s, ergonomics
and further leading-edge styling were focused on. In the 2000s, the focus shifted to ease of usability
and user interfaces. Now in the 2010s, product development from the perspective of users, called
User Experience (hereinafter referred to as UX), is the focus. UX is the process to complete a
product through product development in close cooperation with users from the stage of concept
design and prototype production to verification and the start of production. Such productdevelopment in which functions and products that users really need are pursued is Rocla's greatstrength and the key to growth of its business.

Concurrent commercialization-Leads to market success.
2015→-Strong relationship between R&D, sales, marketing and customers.
User & customer experience- Leads to user and customer satisfaction.
- Technology, software, mechanics and design work for the same goal2010 reflecting user and customer feedback.
Usability & user interface design
2000 - To enhance ease of use, designers and mechanical engineers have common goal.
Ergonomics & Styling- To ensure pleasant working and good first expression.
1990 Design was outsourced.
Trade dress- To have commonality in branding products and to give good first impression.
1970 Design is a separate tool in R&D.

Figure 2

Rocla design history

In the product development of a new forklift truck, generally, some of the main components
such as the drive and steering axles, motors, controllers and hydraulic valves are newly developedfor updating according to the development concept, in order to achieve the target and in response to
the advancement of technologies. On the other hand, Rocla generally has used existing componentsthat have been brought into practical use by other manufacturers, and focused on the developmentof software as an important element that adds extra value to their products and differentiates them

Mitsubishi Heavy Industries Technical Review Vol. 54 No. 1 (March 2017)23

from those of other manufacturers. Figure 3 shows the history of Rocla's software development.
Rocla has been developing software independently since 2003. The advantages of this independent
development have contributed to not only the enhancement of warehouse trucks, but also to thedifferentiation of automated guided vehicle systems (hereinafter referred to as AGV) as described
below.

2015→

Global platforms- Software and after-sales business development integration- Performance adding AGV system software modules

Agile software methods- New fast sprint type development- New software quality testing
2012→ - Creating software based product benefits
Development of software methods
2007→ - Creating architectures of software
In-house development
2003→ - Start of software development
Outsourced- All software made by suppliers

Figure 3

3.2

Rocla software development history

Product lineup

As shown in Figure 4, Rocla has independently developed, produced and sold warehousetrucks for use in logistics warehouses and factories and the AGV derived therefrom for many years.
Small electric counterbalance forklift trucks that are used both indoors and outdoors for conveying
cargo from a truck and other similar operations were designed and developed by the present
Mitsubishi Nichiyu Forklift Co., Ltd. and only produced by Rocla. There is high demand forelectric forklift trucks in the European market, and a wide product lineup centered on those
products for loading and unloading cargo on and off of high racks is required in particular. Rocla
has been extending its model lineup to meet the demand.

Figure 4Rocla product portfolio|4. Development of small electric counterbalance forklift truck
In November 2014, Rocla started sales of the EDiA EX, the first small electriccounterbalance forklift truck that was developed by Rocla. The development of this product ispresented below as a case example.

Mitsubishi Heavy Industries Technical Review Vol. 54 No. 1 (March 2017)24

4.1

Development policy

Rocla had no expertise in the development of counterbalance forklift trucks. The
development was implemented based thoroughly on the following policy in order to be completed
in a short amount of time.
(1) The target level of basic vehicle performance including the traveling and lifting performance,
visibility, low electric power consumption, small turning radius, safety, etc., was set to thelevel equivalent to that attained by European competitors in order to avoid risk in thedevelopment of new elements, and all the main components such as drive and steering axles,
motors, controllers and hydraulic valves used existing components that have been brought
into practical use by other manufacturers as a general rule in Rocla's product development. Inaddition, it was determined that the lifting component (mast) of another forklift truck
produced at that time could also be used for the developed model without change according
to a user evaluation.
(2) Differentiation from the products of other manufacturers was achieved by the elements
related to the operation of the vehicle, such as the creation of the compartment, the ease ofgetting on and off, the operability of the steering and the lifting levers, the realization of fineadjustment in lifting and the traveling operability including fine operation andinclined-surface operation.
(3) The vehicle control software that was the key to the achievement of (2) above was developed
independently. In parallel to the fabrication of the prototype vehicle, the software wassimulated by on-bench simulation test equipment using actual main components. As a result,the labor required for the debugging of the software in the verification of the prototype
vehicle was reduced.
(4) For the evaluation of the counterbalance forklift truck, in which Rocla had no experience, thedesign standards, verification methods and evaluation criteria accumulated by Mitsubishi
Nichiyu Forklift Co., Ltd. were used without change.

4.2

Realization of product concept and user experience (UX)

For the realization of the product concept from the perspective of users, the engineers visited
37 dealers in Europe, discovered and shared problems with older models, established animprovement plan and targets, created the product concept and made efforts toward itsachievement. Figure 5 shows the main features of the EDiA EX that were realized as a result of theimprovements worked on this time.
As a result of these efforts, the EDiA EX received a significantly improved evaluation fromdealers in comparison with the existing model as shown in Table 1, and brought about significant
potential for the enhancement of market share. We believe that the pursuit and achievement of thisproduct concept from the perspective of users led to the winning of a Red Dot Design Award.

Figure 5

Main features of the EDiA EX based on UXMitsubishi Heavy Industries Technical Review Vol. 54 No. 1 (March 2017)25

Table 1Comparison between evaluations of the EDiA EX and conventional forklift truck
Unsatisfactory←

4.3→Satisfactory

Item

123

4

5

Appearance
Silence (noise level)
Touch and feel
Satisfaction
Ergonomics
Easy to use
Functionality
SafetyTotal

00000000001000000113622102
17191921372727292019938353119293028
35245

Number Averageofanswers score
58
4.64
58
4.52
58
4.43
58
4.29
58
4.47
58
4.5
57
4.49
57
4.58
462
4.49

Average scoreof conventional
forklift truck
2.43
2.72
2.54
2.74
2.5
3.21
3.17
3.4
2.84

Preliminary verification and evaluation of software

The enhancement of the degree of completion of the software is one of the important factors
in vehicle development, and the occurrence of bugs is one of the inevitable issues in development.
In conventional development methods, software is developed in parallel with the development andverification of the vehicle and components (hardware), and then the verification of the software is
implemented after the completion of an actual prototype vehicle. However, there was a concern
about the extension of the development period and the degradation of reliability because of thefollowing issues.
(1) In the verification of the software, bugs are searched for on the prototype vehicle and thendebugging to eliminate the bugs is carried out, followed by the repeated verification of themeasures to enhance accuracy. For this reason, the unavoidable issue is the degree ofcompletion of the prototype vehicle.
(2) In addition, in many cases where taking measures against problems is performed
progressively in the development of the hardware, in particular the components, parametersthat effect the software need to be changed and as a result the revision of the software isrequired.
For the development of the EDiA EX, Rocla performed preliminary on-bench software
simulation testing using actual components instead of software verification on a prototype vehicle
in order to avoid the issues described above and enhance the degree of completion within thescheduled development period. Figure 6 and Figure 7 show the summary and elements of theon-bench test equipment. The verification consists of a basic operation confirmation test thatassumes actual vehicle operation patterns, behavior confirmation using inputs simulating
maloperation by the operator, confirmation and verification of debugging, etc. This allows theconfirmation of the basic performance of the main components simultaneously.

Figure 6

Summary of on-bench simulation equipment

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Figure 7

On-bench simulation equipment|5. ConclusionApproximately two and a half years after starting the creation of the concept in April 2012,
Rocla put its first counterbalance forklift truck, the EDiA EX, developed based on the development
policy and concept described above on the European market in November 2014. The EDiA EX
earned a good reputation soon after the start of sales. In addition, backed by the winning of a Red
Dot Design Award, Rocla has started to significantly recover market share due to the EDiA EX,
which is a replacement of older models that were losing market share because of the degradation oftheir attractiveness.
The market trend of forklift truck products has been increasingly changing from focusing on
hardware to focusing on software and shifting to a business model that integrates the control oflogistics and the management of items in warehouses. In addition to the enhancement of theattractiveness of the product itself, the acceleration of product development and understanding ofuser needs in response to this trend are among the essential duties of a manufacturer.