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