(Project Context

P9 partnered with Hot Tools™ to design a new flagship straightening iron, focusing on product form, ergonomics, and visual continuity with the brand’s established curling iron line. This work helped reposition Hot Tools’ straighteners within a competitive market and informed the design direction for subsequent products.)

Overview

Hot Tools™ is best known for its curling irons, which stylists praise for their high-quality craftsmanship. However, Hot Tools™ did not have this same success in other product categories. Their line of straightening irons suffered from a lack of custom product development, resulting in a lackluster acknowledgment from the consumer.

Our task was to create a flagship product that would set the tone for future Hot Tools™ straighteners. We would also help to expand their market reach beyond their iconic curlers and elevate their footprint in this category.

Product Design

The team at Hot Tools™ is filled with passionate and talented individuals focused on delivering high-performance products, delightful experiences, and a great value. As their values align with the team at P9, our collaboration was streamlined and highly efficient.

Our goal was to create a design without compromise that would meet and exceed the standards set by the Hot Tools™ team.This resulted in a timeless, innovative product featuring pure, clean lines and a bold user interface.

The double ring is one of the most defining features of the Hot Tools’™ classic curling iron. Therefore, we wanted to incorporate it as a tying element to bridge the gap between the older and newer product lines.

Straight Iron Concepts

The streamlined new aesthetic gives an improved visual presence to the double ring design. As a result, this design element has become the iconic feature of the visual language we developed for Hot Tools™. Subsequent products have proven this to be a successful approach to creating a cohesive offering.

Research and User Studies

We started our research by interviewing stylists with different backgrounds, locations, and clientele. With our quantitative user research approach, we went from small, suburban salons to fashion show stylists and accumulated a wide range of data.

We identified improvements that could be made to the straightening irons from this information. These included facilitating the various grips that stylists use during their workflow to minimize fatigue.

We moved the product controls to a more accessible location to improve the grip. We also created a lock button that disabled these controls to prevent accidental actuation. Finally, we focused on the form to ensure a consistent grip, finding that a cylindrical shape would allow for better rotation for specific curling techniques.

We shaped the “cool tip” area to minimize muscle fatigue and maximize grip strength with their second hand. In addition, we shaped the body to have a slightly larger diameter and a slight taper, which provides more comfort and a powerful grip.