Background:

Steelcase introduced a new product line for small businesses.  One selling point of the line was that it provided ergonomic furniture designs without the huge price tag larger businesses were paying.  However, even the best designs can't result in loyal customers (and more purchases) unless end-users know how to use the products. 

The approach:

Most people think they already know how to sit in a  chair or work at a desk, but as these user guides explain, they don't.  For instance, was your mother right when she told you to sit up straight?  The answer ... no!

Kim Carpenter & Associates worked on these projects with Lowe Direct.