Industrial Design Discpline
Orla
Orla is a modular, travel-optimized jewellery storage brand designed for modern mobile users. The product combines protection, portability, and personalization—built for Gen Z university students who want both display-worthy design and functional organization. Rooted in DFMA and sustainable design, Orla caters to real travel lifestyles with a stylish, resilient storage companion.
B2C
Consumer Goods
01
Details
Orla – Modular Travel Jewellery Box
Apr 2025 | 1 month | Core design contributor on DFMA,
Orla is a cylindrical, injection-molded jewellery storage solution featuring customizable compartments for necklaces, rings, earrings, and cultural pieces. The design integrates modularity, anti-tangle structures, and personalization options. It’s engineered for young, fashion-forward travelers and optimized for both display and portability using DFMA principles and iterative user feedback.
Tools
My Role & Responsibilities
I led the implementation of DFMA principles across component design, ensuring cost-effective injection molding and snap-fit assembly. I worked on proportioning, wave structures for anti-tangle, tolerance adjustments, and stress-tested hinge durability. I also participated in ideation, CAD modeling, and Alibaba manufacturer negotiations for scalable manufacturing readiness.
Primary Stakeholders
Target Audience
University-aged women aged 18–25 | frequent travelers | style-conscious
02
Objective & Insights
Jewellery often tangles or breaks due to poor travel storage
Existing options lack modularity, aesthetics, and Gen Z appeal
Need for a compact, stylish, and customizable solution that protects and adapts
Problem Hypothesis
Young, mobile users lack a compact, durable, and stylish solution to organize their expressive jewellery without risking damage or tangling. Existing solutions are either bulky, fragile, or unaesthetic—creating frustration and loss of emotional and monetary value.
03
Design Process
Double Diamond
25%
Discover & Define
- Conducted user interviews on jewellery habits and frustrations (travel, damage, detangling) - Benchmarked existing boxes, tech-integrated cases, and travel organizers - Defined key needs: anti-tangle, compartmentalized storage, travel aesthetics, and modularity
30%
Develop
- Ideated 4 design concepts (hexagon, prism, cylinder variants) with modular features - Created moodboards, sketch iterations, and multiple 3D prototypes - Integrated wave structure, secure compartments, and user-friendly clasps
25%
Deliver
- Final design: a cylindrical box with removable compartments and wave-pattern necklace holder - Implemented injection molding standards: draft angles, tolerance, no undercuts, even wall thickness - Fused metal sheets with ABS plastic to balance aesthetics and durability
20%
Validate & Iterate
- Conducted stress and usability testing through real packing scenarios - Incorporated user feedback: stronger hinges, mirror/makeup add-on ideas, handle refinement - Final prototype tested for weight distribution, visual display appeal, and storage optimization
Design Journey
The Orla project emerged from a real emotional and practical frustration voiced by our users. Guided by empathy interviews, we translated jewellery chaos into clean modular order. The team navigated concept ambiguity, technical detailing, and DFMA constraints to deliver a product that is not just a box, but a lifestyle enabler — adaptable to cultural significance, aesthetic taste, and travel rhythm.
04
Impact & Limitation
Reduced jewellery tangling incidents by 85% based on user testing
3 out of 4 users said Orla increased confidence during travel by ensuring jewellery safety
Manufacturing optimized for injection molding with 25–30% lower estimated cost per unit
Limitation & Further Action
The first prototype lacked advanced compartment customizations for bulkier pieces and offered limited aesthetic options. Future work includes exploring silicone inserts, built-in mirrors, and co-branded artist editions. We also plan to A/B test bold vs. minimalist variants for market segmentation and further DFMA refinement for mass production tooling.
