A design intervention was performed, to reshape the accessory portfolio of BeSafe to achieve brand coherency and expand market share. Over the past decades BeSafe has positioned itself as a premium brand offering mainly rearfacing child restraining systems (car seats) of the highest quality. The company’s strong vision on safety, innovation and design is visible in all the car seats. It makes there positioning in the market strong as a sincere, meaningful and sophisticated brand. However, with most resources going into car seat development the accessory portfolio has fallen behind. Today BeSafe’s accessory portfolio misses consistency, contains products that contradict the vision on safety and are of low quality. As a result of this the brand is unable to generate brand resonance through its accessories. Rather the accessories undermine the brand experience as they communicate low quality, difficult to use products and a misleading message. In a market that is slowly shifting from being forward-facing oriented to rear-facing oriented, BeSafe faces a challenge. BeSafe needs to be in optimal form to become the rear-facing partner consumers are needing. To do this a simple re-design of every accessory is insufficient. Consumers will still be little engaged with the accessories and will not favor the brand over competitors. Rather a redesign of the entire accessory portfolio is needed in terms of vision, direction and coherence. This vision should be clear-cut and strong, as consumers are in need of a logical story. The accessories should start to build on- and enrich the brand experience. Boiling down a brand-, company- & market analyses with insights from all relevant stakeholders, a new vision for the BeSafe accessory portfolio was established, namely: “Confident rear-facing transport and mobility”. Positioning BeSafe as a confident partner is unique within the rear-facing market. And allows BeSafe to build an accessory portfolio that is focused and hard to imitate. A twofold challenge was identified to implement the vision. Firstly, how can we ensure focus in future innovations once the current products have been analyze. And secondly, what could be a first showcase BeSafe accessory to endorse this new strategic direction? To tackle these challenges two parallel design efforts were made, one for making the portfolio accessory guidebook, the second a more traditional design process to come to a new accessory. Before making a tool to ensure the accessory portfolio remains future proof, the current accessories are categorized under ‘keepers’, ‘premiumizers’, ‘upgraders’, ‘gradual terminators’ and ‘terminators’, based on their fit with the new portfolio vision. This advice is substantiated by the sales numbers of each accessory, which showed a steep decline for each accessory labeled as ‘(gradual) discontinuers’. Then with the input of all relevant design and business stakeholders an accessory portfolio guidebook is put together. A tool that helps people understand the vision, agree upon it and use it as an object for discussion so employees can make the vision ‘their own’. As such, the accessory portfolio guidebook starts off with a short explanation of the change in strategy and why it fits so well with BeSafe. Next a short recap on the core brand values will be given. Then by providing people with a dynamic functionality flowchart, new ideas can be assessed on their fit with the vision and put on different horizons of the roadmap. Next, a dynamic moodboard is used to help people give body to their ideas, both design and communication wise. The guidebook is a working document, and during bi-annual sessions lead by ‘the accessory portfolio manager’ everyone in the NPD team has the ability to bring forward interesting content (criteria, inspiration and ideas). Generative research with parents and children was conducted to find out what is needed to take them along in BeSafe’s confident rear-facing story. This research showed that parents find it hard to feel confident as their children have a lack of autonomy and parents have no means to control this. A design challenge was distilled from all research that will lead to a first show case accessory that truly makes parents feel confident: “Help parents with toddlers between 9 months and 4 years gain controlled autonomy during their travels, as to facilitate an ongoing feeling of confidence that results in parents transporting their children rear-facing longer.” Researching interesting portfolio gaps and using the design challenge, a process of ideation and conceptualization is started in the direction of a tablet and protective cover. This direction is found to be most suitable for a show-case accessory as it allows for the re-design of an existing product labelled as ‘upgrader’, and opens up a new product category which has not been introduced by any other company. Three concept are presented: Mesh, a backrest protecting cover with an integrated tablet pocket. Omnia, being a full back seat protecting cover in two pieces that grows with the child over the years. The detachable tablet pocket also functions for in home use. And thirdly Liberty, a retractable tablet cover to give children full interaction with the tablet in a safe way. A combination of Mesh and Omnia is proposed for further development based on feasibility, viability and desirability as this offers BeSafe a product that is innovative, offers the highest safety and user friendliness. The concept embodiment results in the BeSafe Switch, a tablet & protective cover. Which consists of a separable top and bottom piece, which are to be connected in rear-facing use and disconnected in forward facing use. As such the bottom part remains on the back seat to protect the upholstery form indentation and dirt. The top piece helps to protect the back seat from dirty feet in the first years, before it moves along to the front seat with the growing child. To give parents a sense of full control, they are recommended the use of a white labelled application called ArkMC. This allows them to fully control the media played on the tablet from the front seat, which is crucial for a completely confident user experience of the Switch. Parents are enlightened with the product as they explain it is a product they wished for already in so many situations. Many state this would make transporting their children rear-facing much easier as it provides them with a peaceful drive and they do not have to worry about their car getting dirty any longer. The insights from the final user test are translated into a final design of the product and as a result of this the product presented in this thesis is close to finished for production. Lastly a marketing and business case reveal the most effective way of putting the BeSafe Switch in the market. Making optimal use of the limited resources for display and advertisement by retailers, a new way of presenting the product in the existing shop-in-shop experience is advised, besides this a concept packaging is presented, redesigning the way in which a product’s most important values are communicated to the user. With a cost price of a little over €11,- and a reasonable salesprice of €60,- the product has great upside potential and requires a reasonable and low risk investment. As such it offers BeSafe a very valuable addition to the new accessory portfolio.