This design strategy resulted in a new range of controllers for an entire RC range. The brand, one of the largest in the US in the category of RCs (cars, drones, and robots), had a problem. It would design a new RC controller for every new product, creating inefficiencies and problems with quality. All the attention was placed on the vehicle and not on the controller. As a result, the controllers were a poorly executed afterthought. The new controllers offer ergonomics, new functionality, an iconic design, and better value through economies of scale, engaging usability, and a new level of quality.