The paper tries to evaluate the advantages of a 3D-printing-based production for medium complexity objects. To achieve this purpose, in the first stage of research, I have focused on some key enabling additive manufacturing capabilities, that could suggest the adoption of new business models that will be able to take advantage of 3D printing as a final production method. In the second stage, some of these principles have been applied to the design of an electronic consumer device, to evaluate pros and cons of a
3D-printing-oriented design process. The final product is an accessory specifically designed to stabilize video sequences shot with a particular model of action camera: the GoPro Hero 3+ Black Edition. Trough the real production of the prototype I have found out which advantages and disadvantages have derived from the production of the product’s shells based on 3D printing technology.