Jim Orkney
Designing Success
2 recent case studies from KD
Who are
but first..
?
we are Design Innovation consultants
We are Design Innovation consultants
A team of 50User Research & Insight GatheringProduct & Packaging DesignDigital User InterfaceGraphic Design & CommunicationPrototyping & Low Volume Manufacture
We are Design Innovation consultants
A team of 50User Research & Insight GatheringProduct & Packaging DesignDigital User InterfaceGraphic Design & CommunicationPrototyping & Low Volume Manufacture
Diverse Sector ExperienceScientific, Industrial & DefenceHealthcare & Medical DevicesConsumer ProductsFood & DrinkPersonal & Household Care
We are Design Innovation consultants
A team of 50User Research & Insight GatheringProduct & Packaging DesignDigital User InterfaceGraphic Design & CommunicationPrototyping & Low Volume Manufacture
Diverse Sector ExperienceScientific & Industrial Healthcare & Medical DevicesConsumer ProductsFood & DrinkPersonal & Household Care
Facilities11,000 sqft innovation centre in BristolIn-house user research viewing labDesign studiosIntegrated prototyping workshops
We are Design Innovation consultants
A team of 50User Research & Insight GatheringProduct & Packaging DesignDigital User InterfaceGraphic Design & CommunicationPrototyping & Low Volume Manufacture
Diverse Sector ExperienceScientific & Industrial Healthcare & Medical DevicesConsumer ProductsFood & DrinkPersonal & Household Care
Facilities11,000 sqft innovation centre in BristolIn-house user research viewing labDesign studiosIntegrated prototyping workshops
Global, National & Regional Projects50% export : Europe, Far East & AmericaGlobal corporations, SME’s & start-ups
but with a lot in common 2 very different companies2 very different projects
first time using design consultants in new product development significant time and cost constraints
opportunity to revolutionise their market
Titan Enterprises
Titan Enterprises : Ultrasonic Flow Metering
Patented ultra sonic flow metering technology
Need to get to market fast with a superior product
Recognised the potential of design strengthen the new technology offer achieve market stand out
Early guidance : Business LinkSouth West Design Programme Design Council’s ‘Designing Demand’ initiative
Excellent written design brief : thorough coverage of Background, Objectives & Technical Requirements
New product designProduct brand Renewed corporate brand
Titan’s starting point : existing company logo and meter schematic
Titan Enterprises : Product Design Concepts
Rapid familiarisationtechnologyrivals user requirements
Close liaison on internal electronics and components
Establish realistic space envelope
Parallel exploration :‘look and feel’ designmanufacturing construction options
Pros and Cons in each concept : tooling / unit costease of assemblyfuture adaptability
Titan Enterprises : Product Design Concepts
‘Extruded’ concept offered best balance of attributes
Extruded Aluminium centre section :strength, rigidity, precision ‘feel’, minimal tooling cost, electro-mechanical sub-assembly slides-in
Injection moulded end caps :identical partssingle low cost toolalsoidentical moulded seal either end
Titan Enterprises : Product Design Concepts
Power and data connectivity aspects
separate connector block assembly
Easy and secure installation :-fit connector block to surfacemake-off cable connections to meterthen the meter just ’snaps-on’ onto the
block
Integrated seal protects power and data terminals when snapped on
Titan Enterprises : Product Development
Detail CAD engineering : industrial and mechanical design developmentdesign for manufacture and assembly
Define manufacturing materials, finishes, colours
Define controls, labels, surface graphics
Define display graphics and artwork
Prototype assembly – design verification
Titan Enterprises : Brand Design Concepts
Modern
Contemporary
Unique feature / ‘mark’
Titan Enterprises : Brand Design Concepts
Chosen concept : modern, clean, bold
The first three letter forms abstracted combined with colour accent represent fluid flow through a channel
Designed to be used in various sizes, on product, in print and on screen
Adaptable to variant colours and backgrounds
Titan Enterprises : Brand Design Concepts
Product brand name
Creative workshop 126 product name ideas
Selected 2 names
Atrato : one of the fastest flowing rivers in the worldconnection with fluidity, flow, power
Pulsite :a created hybrid word relating to the ultrasonic pulse, delivered at a precise point, with visible results
Titan Enterprises : Brand Design Concepts
Graphic design treatment adapted from Titan brand design
selected design
Titan Enterprises : Design Result
New product design and product brand identity
Renewed company brand identity
Patented technology complemented by protectable design language
Scalable manufacturing solution : low, medium and high volumes possible
Wide media interest and coverage for the new design
1 month from launch Titan is already ahead of their predicted sales targets
Early indications suggest success
Bristol Maid
Bristol Maid : the starting point
Tackling Healthcare Associated Infections (HCAI’s):eg MRSA, C Dificile
Huge problem : 5000 deaths in UK alone each year as a direct result15000 further deaths where HCAI’s contributory factorIncreases staff workloadCosts NHS £1billion each year
Design Council and Dept of Health :consider the design of hospital furniture to radically improve hygiene
We chose the ubiquitous bedside cabinet :
Bristol Maid : the starting point
Current bedside cabinets :angular construction, laminated MDF, glue and dowelinaccessible internal spacesgrainy surfaces on edges
Continuously touched and handled:patientsvisitorsstaff
Looks harmless, but…A haven for germs !
Bristol Maid : early research
Hospital visits
Patient interviews
Staff interviews
Difficult to clean thoroughly
Often inadequate storage
Old fashioned image
Keys !
“I expected it to all be clean and
white.”
“I expected it to all be clean and
white.”
“It’s brown and dirty looking!”
“It’s brown and dirty looking!”
“It’s too old fashioned”“It’s too old fashioned”
“My bag can’t even fit onto the shelves.”
“My bag can’t even fit onto the shelves.”
“Corners and hinges are impossible to
clean!”
“Corners and hinges are impossible to
clean!”
No dust or dirt should be left in
corners.
No dust or dirt should be left in
corners.
clean with 10,000ppm
chlorine.
clean with 10,000ppm
chlorine.
Cleaning routines will be clear and
agreed.
Cleaning routines will be clear and
agreed.
Bristol Maid : creative concepts
Group idea generation
Discussion and sketch concepts
Selection of preferred ideas and features
Bristol Maid : concept direction
Eliminate angular design, sharp corners
Look to an ‘open’ / no-back design
Make use of plastics materials
Minimise assembly & joints
Rotational Moulding offered solutionLarge, one piece plastics mouldingsRobust and chemically resistant
Bristol Maid : manufacturing collaboration
British roto-moulder
Italian toolmaker
Both experts in their field
Scale and capability
Quality and experience
Bristol Maid : prototyping
Full scale concept mock-up
Check on DimensionsAccessibilityManoeuvre-ability
Move to realistic prototype
Mimic roto moulding
Final design (almost)
UK registration of design - 4013824EU registration of design - 001185466-0001
Patent pending application - GB0906666.3
Lockable top drawer - electronic lock (no key hole)
Top shelf
Open access shelf surfaces face the patient bedside.
Raised edges.
Lower storage drawer
Wipe clean castors 100mm(proprietary item – not our design)
Open ended easy clean handles
Soft, easy-clean continuous moulded form with a smooth surface.
Open access base tray.
Rotationally moulded from high density polyethylene Chemical resistant and No joints / junctions
Design features…
UK registration of design - 4013824EU registration of design - 001185466-0001
Patent pending application - GB0906666.3
The rear of drawers are flush to each other vertically
Open backed cabinet, drawers can be inserted either side making the cabinet ‘reversible’ to suit left or right of bedside
Moulded-in hooks for coats etc.
Design features…
UK registration of design - 4013824EU registration of design - 001185466-0001
Patent pending application - GB0906666.3
Electronic lock module contained within drawer
RF transponder on patient wristband unlocks drawerNon-contact, no keyhole
Electronic lock
UK registration of design - 4013824EU registration of design - 001185466-0001
Patent pending application - GB0906666.3
KD prototypes went on UK tour…Hospital user feedback and media events
Product launched - April 2010
UK registration of design - 4013824EU registration of design - 001185466-0001
Patent pending application - GB0906666.3
Design results
Unique design
International design registration
Patent pending
No assembly required
Cost neutral with old design
Improved storage, increased shelf capacity
40% reduction in weight
And it’s faster and easier to clean – so less bugs !
Tooled and in production, first orders from NHS
Again, early indications suggest success
2 very different projects
but the same intention
to create success for the user for the client
and for the designer too
2 very different products
thank you