Baitcasting fishing reels are a challenging product to sell to new users in emerging markets. Their complex and less-than-intuitive design make them poor candidates for a novice fisherman selecting his or her first fishing reel. Based upon manufacturer constraints and design requirements, our team lowered the price point and improved the usability of the Okuma Cerros baitcasting fishing reel to make it more appealing to a wider range of consumers, especially in emerging markets. This project resulted in a three-phase redesign: reducing cost via alternative materials and replacing bearings with bushings; prototyping a simplified cast control system; and proposing an improved user interface.