David Bull2020Product Design Portfolio

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About MeProduct Designer with 6+ years experience bringing physical products to market in housewares, consumer electronics and transport. Now with a focus on UX & UI Design. I have worked globally across US and European markets, from large corporations to start-ups. Seeking to find insights in the way we interact with our everyday objects aiming to design honest, meaningful and delightful products and experiences.

Key Experience• Collaborating in multi-disciplinary teams• Qualitative & quantitative user research• Screening potential participants• Planning interviews

• Competitor analysis• User journeys & user flows• Wireframes & interactive prototypes• Full-cycle product development• Problem solving• Innovative ideation

• User centered design• Project planning• Costing & risk management• Sector requirements• Presenting to internal & external stakeholders

Software• Photoshop• InDesign• Illustrator• Figma• Sketch

• InVision• Solidworks• Keyshot• Microsoft Office• Slack

Clients

Design• Wireframing • Competitor Analysis• Stakeholder Engagement

• User Interviews • User Flows• Prototyping• Information Architecture

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Central Saint Martins | London, UKMoved to New York, USA

Quirky | New York, USA

ETO Wine | London, UK

Sabotage | London, UK

Tupperware | Aalst, BE

Tangerine | London, UK

Collins Aerospace | Leighton Buzzard, UK

Acro | Gatwick, UK

Experiene Haus | London, UK

* View full work experience

Double Diamond

I utilise the double diamond to understand the human need involved in a feature or product and by re-framing problems to focusing on human-centric design, My aim is to provide solutions that empathise with how real users think, feel and behave. This method represents a process of exploring an issue more widely or deeply (divergent thinking) and then taking focused action (convergent thinking).

Discover: Starting by defining the problem, mapping assumptions and writing a hypothesis. All forming key entry points for the research stage.Define: Analysing & defining data, getting to know personas, listening to insights and refining problem statement.Develop: Designing the Minimum Viable Product (MVP), exploring multiple options, prototyping, testing & iterating.Deliver: Handing off the project to the next relevant team. 2

Learn Create

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ClearSky Carbon Tracking & Offsetting

A 10 week project working with the team at Terra Neutra to develop an MVP for their next consumer facing product, operating name ClearSky.

RoleUX/UI Designer

Scope10 weeks, Aug - Oct 2020

Tools UsedFigma, Photoshop, Illustrator, InDesign

TeamSolo project

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How do consumers gain accountability for their carbon emissions?

ProblemCarbon emissions and carbon offsetting are not yet mass-market concepts. Both will require careful explanation, contextualisation and positioning in a way that encourages consumers to ‘lean in’.

ExpectationAn embedded product that allows users to understand the “car-bon” cost of their purchases during the online shopping experi-ence.

SuccessShowing online retailers that by introducing concepts of carbon emissions and offsetting into their shopping experience, it will not result in abandoned carts.

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View prototype

Case study

Understanding

At the outset of the project, admittedly, I could consider myself a target user as I had a vague un-derstanding of carbon emissions and almost no in-depth knowledge of how to offset.

I quickly familiarised myself with the topic undertaking secondary research: Carbon dioxide (CO2) is the most common Greenhouse Gas (GHG) emitted.  This is used as shorthand for all GHG, however, this can cause confusion. A more accurate way is to use “carbon dioxide equivalent” (CO2e). This takes into consideration all other GHGs emitted.

Carbon footprints are usually measured in terms of an annual footprint that takes into account the impact of all the company’s key activities over the course of a calendar year, but it’s increas-ingly common for manufacturing companies to communicate their footprint on a per- product basis.

Consumers are interested in transparency around the environmental impacts of the brands they buy from and products they use.

A 2019 YouGov Survey of 9,000+ consumers. Found that 67% support the idea of a recognis-able label to demonstrate that products have been made with a commitment to measuring, and reducing, their carbon footprint.

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Understanding

Carbon offsetting is the practice of putting funds towards organisations which help the environ-ment by lowering or reducing carbon emissions – an example would be *reforestation projects.

Carbon offsetting provides a mechanism to reduce greenhouse gas emissions “in the most cost-effective and economically-efficient manner” * A misconception is carbon offsetting means planting trees. In reality,it is funding reductions from certified climate action projects.

These projects reduce, remove or avoid greenhouse gas (GHG) emissions. But they also bring other positive benefits, for example:

• Empower communities• Protect ecosystems• Restore forests• Reduce reliance on fossil fuels

Projects must adhere to a rigorous set of criteria to pass verification by third-party agencies such as Verra or Gold Standard.

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Competitor Landscape

EcoCart

• Option to offset purchase during the checkout experience.• Calculates how much carbon is offsetted equated to money user spends• Mainly plugin for Shopify

GikiZero

• Lifestyle guide to reducing footprint offering reduction information.• Celebrates user successes with scores/awards and celebration pop-ups.• Rich in easy to understand information.

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Orange Logo

Misc Orange

Orange Background

Blue

Grey

Grey Blur

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Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Orange Logo

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Competitor Landscape

Compensate.com

• Calculates business carbon footprint & tracks offsetting. • E-commerce plug in with information to engage & sign-up for individual.• Lifestyle calculator for individuals in app format with option to offset & understand process.

Carbonclick

• Services for business (advise & offseting) and individuals (subscription).• Business: e-commerce & shopify plugins with bespoke advise• Individuals: Progress tracking, reduction advise & offsetting options

Closest competitor

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User Interviews

I recruited and conducted interviews with 10 participants from a variety of different ages (Boomer, Gen Y, Millennial & Gen Z).

I split the interview questions into three distinct sections with the goal of my research to better understand the experience and feelings of people in the following areas:

• Current understanding of carbon emissions & offsetting

• Online shopping habits

• Exposure to ‘round up’, charitable causes & gamification

These allowed me dig deeper with the primary patterns identified in the interviews culminating in the following guiding statement:

ClearSky needs a way to educate users about carbon offsetting because they are unaware of it’s benefits.

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Affinity Mapping

DefinitionUsers aware of what carbon emissions are but not the exact metrics and terminology behind them

Expand AwarenessUsers are often unaware what exactly carbon offsetting is. For those that are, common misconception is simply planting trees. They appreciate having choice

Trust & MoneyUsers can sometimes be sceptical of where third party money is going to or if it is being used for what it says it is. Want to keep overall price as minimal as possible Tracking & GamificationUsers would like to be able to track their overall offsetting and know how the impact they are making

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The Sceptic

Pain Points

• Wants to know & understand where their money is going

• Feeling guilted into doing something

• Unsure of why onus is on them, already feeling like they do enough

Goals

• Easily & seamlessly shop online

• Not spending too much on extras (e.g. shipping)

• Knowing they have gotten value for their money

Motivations

Likes to shop online occasionally as it’s often easiest way to get products and compare prices between multiple re-tailers. Enjoys getting a discount and shipping included.

Behaviour

He does what he believes he is supposed to by recycling his household waste, taking public transport as much as possible, having a ‘bag for life’ and reusable water bot-tle. He feels overwhelmed and guilty about the planet but doesn’t know where to turn.

Demographics

Name: MattAge: 29 - 35Nationality: British Salary: £36k Occupation: Retention Manager

Bio

Matt is optimistic & outgoing but has a sensible side. He has been in his job since leaving college & is a first time buyer after saving. Likes to socialise by meeting friends, drinking & going on holiday.

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The Adopter

Pain Points

• Not having a personal choice of offset

• Not having a deeper understanding of the problem and process

• Owning accountability over time

Goals

• To shop with products & brands that align with per-sonal beliefs

• Having minimal and ethical impact

• To actively see how their contributions are helping

Motivations

Wants to make a difference and do her part by doing due diligence on purchases. Tries to look for brands and prod-ucts that are already making improvements whether it be by materials or reduction in packaging.

Behaviour

She is a conscious follower of her impact on the environ-ment. She goes above and beyond what is the norm and actively researches the types of products she buys, trying to minimise her impact as much as possible.

Demographics

Name: JessicaAge: 24 - 30Nationality: British Salary: £28k Occupation: Junior Creative Strategist

Bio

Jessica is passionate about what she believes in and likes to express herself. She is two years into her first job from graduating university. She is actively engaged in the world and surrounds herself with like minded people.

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User Flow

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2 1

Current tasks when shopping online. Areas of opportunity:

1. Information relating to carbon footprint/CO2e of producing product.

2. Deliver offset option, provide information about projects and build trust for user to opt in.

3. Option for user to select offset option.

4. Encourage sign up/more information given. No recourse for continued usage once shopping is finished. Aim is to encourage retention.

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Experience Map

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RoleDesigner

Scope1 year, Jan - Jan 2020

Tools UsedFigma, Photoshop, Illustrator, InDesign, Solidworks, Keyshot

TeamTim Wooller, Andrew Wolfenden, Simon Hughes

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Problem Statement

ClearSky needs a way to educate users about carbon offsetting and provide a mechanism to create a habitual interaction to encourage adoption into their daily lives.

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Ideation

Building off of my findings, I developed core starting points to reach MVP and identifiers for most important features to be pur-sued:

• Definition• Expand Awareness• Trust & Money• Tracking & Gamification

Tying this together, the mission statement of the business: Creating a carbon positive world with the brand values of simplic-ity, authenticity & optimism

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RoleDesigner

Scope1 year, Jan - Jan 2020

Tools UsedFigma, Photoshop, Illustrator, InDesign, Solidworks, Keyshot

TeamTim Wooller, Andrew Wolfenden, Simon Hughes

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Statement Of Work

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Part 1

The outcome will be an information box on the product page that will inform the user of the carbon emissions associated with producing the selected product.

Part 2

The outcome will be an interface that informs the user of the cost to offset their purchase, give them the option to choose which offset cause they would like to purchase, allow them to sign up to ClearSky and provide information about the offsetting process.

Part 3

The outcome will be a product/app that allows the user to add & track the emissions of their purchases, the ability to offset and be updated about their chosen causes and the ability to track, quantify and gamify the experience in order to ‘lean in’ and engage with the process.

User Journeys

I would like the choice of how to offset

I would like to know this is a legitimate thing

I would like to track how I am doing

This product says it is made with 2.5kg of CO2e, what does this mean?

The following tasks are what each user would like to achieve when engaging with the product:

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Wireframes

Part 1 & 2

Concepts each differentiating how they presented the data and encourage users to engage.

Emphasis on retention was imperative.

Consideration on presenting to users for testing also thoughtabout, conclusion being that a ‘dummy’ e-commerce checkout needed.

Wireframes

Part 3

Mapping out information architecture for complete app interface experience:

• Onboarding & information presented• Homepage with data visualisation of current progress• Awards & sharing• Updates from causes supported• Adding a product and carbon data associated• Buying an offset• Checkout experience

Utilising research findings, assessed each step and highlighted areas that would need user testing.

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Orange Logo Blue

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Wireframes: Part 1

The main challenge with this first engagement is to visually show the user the intended information without overwhelm-ing them.

Exploration in simple wireframes that each differed in how they presented the data at this first stage using info graphics iconography and comparative text.

Thinking about page hierarchy, it seemed most logical to place ‘Part 1’ below the “add to bag” CTA on the retailers page.

Orange Logo Blue

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Wireframes: Part 2

Giving the user choice is the main focus of the second itera-tion.

Not only with the option to offset with inclusion of a drop down interface but with three different options of offset.

Hover over information icons provides more detail and clarity.

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Wireframes

To close the experience, a checkout completion window would appear to congratulate the user on their impact and give them the option to sign up to the platform for future engagement.

Initial testing informed that users felt the process ended without recourse or retention and would like to track their progress.

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I would like the choice of how to offset

Wireframes: Part 3

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I would like to know this is a legitimate thing

Wireframes: Part 3

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I would like to track how I am doing

Wireframes: Part 3

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This product says it is made with 2.5kg of CO2e, what does this mean?

Wireframes: Part 3

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Usability Testing

Observed users level of engagement and recorded feedback. Reflected on the goals set by each persona and observed task completion in the following:

• This product says it is made with 2.5kg of CO2e, what does this mean? (definition)• I would like the choice of how to offset

(expand awareness/trust & money)• I would like to know this is a legitimate thing

(trust & money)• Tracking progress (tracking & gamification)

Results being that users felt engaged, but main point of retention was confirmed. Consensus being that once the process is complete, there is no recourse and a stand alone platform would encourage users to continually engage.

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Usability Testing

Tested again with the same goals set by each persona. Observing task completion for Part 3.

Through completing tasks, users better understand the carbon cost of their purchases.

Understood amount of CO2e emitted in the production of the product.

Appreciated selection of different offsets available & the ability to pay portion or do later entirely.

Interactions felt familiar and achieving each goal was done with ease with some time spent with the product.

Simple icons and wording advised and reduction in text heavy content.

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RoleDesigner

Scope1 year, Jan - Jan 2020

Tools UsedFigma, Photoshop, Illustrator, InDesign, Solidworks, Keyshot

TeamTim Wooller, Andrew Wolfenden, Simon Hughes

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High Fidelity UI

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Information Process Reassurance Sign Up

Onboarding

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Homepage open Homepage middle Homepage end Tracker

Homescreen & Tracker

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Add item Item information Add offset Checkout

Adding Purchase & Checkout

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Offset store Offset information Checkout Complete purchase

Buying An Offset & Paying

Acro Series 6LC

Acro Aircraft Seating would like to replace it’s best selling Series 3 low-cost economy seat. The new variant needs to incorporate Acro’s “extra spacial” philosophy by being lightweight and incorporate a fixed back composite seatback whilst staying true to established design language.

RoleProduct Designer

Scope14 months, Sep 2018 - Dec 2019

Tools UsedPhotoshop, Illustrator, InDesign, Solidworks, Keyshot

TeamTim Wooller, Andrew Wolfenden, Simon Hughes

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Replacing a legacy product

Series 6LC presents itself in a minimal form and is directly aimed at low-cost carriers to replace Acro’s aging Series 3 range.

At 9kg per seat, it features a pre-reclined composite fixed back and incorporates 18” between the armrest and 17” for aisle and window seats.

Endurance or Comfort covers in synthetic leather, fixed recline at 24°, upper literature pocket, sliding single leaf table, plastic armrests and USB provisioning.

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Ground up design

Working with my team, made up of Tim Wooller and Andrew Wolfenden, we explored a range of ideas the remained true to the brief.

We kept the design language of existing products, enhancing the “extra spacial feature”, a bowled area in the bottom of the seat that provides comfort for the passenger in sat in the seat by molding to their back but also offers perceived extra leg room to the passenger behind.

Innovative ways of cover attachment and reduction in parts were paramount in adhering to our KPIs.

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End-to-end development

Working in-house afforded me the ability to oversee complete de-velopment of the project.

Each component was meticulously examined to asses form and sur-face finish as I knew that passengers would be interacting with the seats for a prolonged duration of time.

Working closely with engineering and supply change was impera-tive for this process to take place.

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Ergonomics and comfort

In the process of developing a new economy passenger seat for ultra low-cost carriers, we conducted usability testing continuously to asses ergonomics and comfort.

To conduct a seat comfort trial and ergonomics assessment, a row of seats were set up for participants to trial for various amounts of time ranging from 30 minutes to 2 hours with results recorded. These durations are to provide sufficient information to highlight issues that are likely to cause more severe discomfort or dissatis-faction when flying.

A questionnaire had been designed for the trial including a map of the seatback where participants could indicate areas of discomfort. Specific questions are asked about seat dimensions and features.

Participants encouraged to engage with the seats as they normal-ly would during a flight, such as using their phones or tablets, or reading a book.

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Tupperware Serving Jug

Following the continued popularity and success of the “Thermotup” from Tupperware, I was tasked with creating a complimentary product to expand the range. This consisted of a creamer and sugar container to accompany the pitcher when serving hot beverages. The form language needed to stay true to the existing product, whilst applying a contemporary feel.

RoleLead Product Designer

Scope1 year, Sep 2015 - Oct 2016

Tools UsedPhotoshop, Illustrator, InDesign, Solidworks, Keyshot

TeamAntoon Keymeulen, Ralph Eikelenberg, David Mgeladzé

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A companion to a best seller

The Thermotup is the hero line item in the range, with a distinct design language that needed to be carried through to companion products. It’s intended use allows for an open-close mold from the base to allow the insertion of a glass vacuum flask, with a weighted base being screwed to the body.

The intention was to carry this profile over to the milk jug howev-er this created unique challenges with manufacturing in that if an open-close mold were to be used, the core would eject from the base thus requiring a liquid tight seal to be used.

There were many different options explored such as ‘spin-welding’ the base to the body and a story being told with easy cleaning. This method would have not met Tupperware’s high QA standards so to continue the concept the overall design evolved to utilise a blow molded body with a injection molded polypropylene spout & cover.

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Blow Molded Final Design Engineer CADScrew ThreadTupperware Seal

Concept A Concept B

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Prototype testing

At Tupperware, I utilised the ‘test kitchen’ where I could plan and execute usability testing depending on the product being designed.

A multitude of prototypes would be created to test form and func-tion, iterating after each round of testing. These helped in evaluating ergonomics and in this particular instance, the flow of milk/cream from the spout as well as defining scale when next to the pitcher.

These prototypes also helped in making a final decision for the ap-propriate method to manufacture the selected concept.

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Allfield Customer Experience

Joining the Tangerine team as a freelance designer to rebrand an optical product. The outcome be-ing an end to end consumer experience consisting of various touchpoints such packaging, point of sale. Key areas of work: branding, strategy, product management & CMF (colour, material, finish).

RoleFreelance Product Designer

Scope4 months, Nov 2016 - Feb 2017

Tools UsedPhotoshop, Illustrator, InDesign, Solidworks, Keyshot

TeamDiane Dupire, Akinori Asatomi, Guneet Sidhu, Simon May, Suzy Stone, Matt Round, Martin Darbyshire, Will Pocknell & David Baird

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Designing a customer experience

Adlens are world leaders in adaptive focus optics and have been developing applications for adaptive lens technologies since 2004. Their prescription eyewear range is an innovative alternative for people aged 45+ who struggle to wear progressives or no-line bi-focals. Their glasses are prescription made for near, intermediate and dis-tance viewing, all at the turn of a dial.

Working as part of the team at Tangerine, we rebranded the prod-uct to be called “Allfield”

The outcome, to design the consumer experience right from having their eyes examined to final delivery, all without touching the actual design of the glasses themselves. As of end of February 2017, this strategy is now being trialled in various optometrists across the US to see if sales can be increased.

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ProgressivesDistance - General

ProgressivesIntermediate - Computer

ProgressivesNear - Reading

AllfieldDistance - General

AllfieldIntermediate - Computer

AllfieldNear - Reading

ProgressivesVision is distorted and blurred outside of the restricted viewing area of the lens (crosshatched area). Neck strain often results from continually moving the head to find the focal point.

AllfieldClear viewing at all distances through virtually the full lens, with minimal distortion only at the frame’s very outer edge (crosshatched area).

Lens areaUnusable lens area Usable lens area

Lens areaUnusable lens area Usable lens area

Near, far or in between. The innovative Allfield lens adjusts like the human eye, so you can see more in sharp focus, at every distance.

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Outcome

This project ended up being fast paced with a client that had alot of different requirements, changes being made daily. It was my re-sponsibility to stay on top of these and I took on the role of defacto project manager as well as designer to make sure that everything ran smoothly to reach the soft launch deadline.

This involved being heavily client facing with either a daily meeting or phone call as well sourcing and communicating with domestic vendors to get the various touchpoints in production. My main re-sponsibilities were to design the packaging and POS units, assist Diane Dupire with design of what was known as the “toolkit” and once the brand had been locked down by DWHD, I chose the ap-propriate materials for production.

I worked with the different disciplines at Tangerine from fellow de-signers, CMF experts and customer experience strategists in order to complete this project.

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ADLENS PRESCRIPTION VPO EYEWEAR EXPERIENCE FLOW

ECP

CHOOSEAN ECP

BOOK ANEYE TEST

AWARENESS UNDERSTANDING + ENGAGEMENT

AWARENESS UNDERSTANDING

MAY ALREADY HAVE HEARD NEGATIVE

THINGS ABOUT AD-LENS

CONFUSION BETWEEN E2 AND FOCUSS

TOO MANY SUPPORT MATERIALS, IT’S CONFUSING AND THEY GET LOST

SALES PERSON UNABLE TO ENGAGE

WITH COMPLEX QUESTIONS

HIGH RISK:UNKNOWN UNTRIED

COST

POS TOO BIG, POOR QUALITY AND NOT

LOCKABLE.WHAT DOES IT SAY RE-

GARDING VALUE

SIGN UP TO SYS-TEM MAY BE DONE CENTRALLY, LOCAL

STORES HAVE LITTLE INPUT

ECPS EXERT A HIGH LEVEL OF CONTROL OVER THE ENVIRON-

MENT IN THEIR PRAC-TICE, AND WHAT GOES

INTO IT

SELECTION OF GLASSES IN POS IN CHOSEN BY ADLENS

HIGH ENTRY COST, DOCTORS HAVE TO MAKE A $4000 IN-VESTMENT IN THE

MATERIALS

LACK OF AWARE-NESS IN GENERAL

COST PERCEPTION OF EYE TEST VS

STORE EXPERIENCE

GIVE DETAILS TO PER-SON OVER THE PHONE OR

THROUGH INTERNETDO YOU WEAR GLASSES?

IF SO WHAT SORT?

DOCTOR INTRODUCES THE PRODUCT. MAY FEEL LIKE A ‘SELL’

EXPERIENCE RELIES ON ECP EXPLANATION

+ ADVOCACY. NO DEMONSTRATOR

RECEIVE A SMALL WELCOME CARD

- NOT VERY PREMIUM

PURCHASE THEN BE TOLD THAT THERE

IS A LONG DELIVERY TIME

THE PERCEPTION OF THE PRODUCT IS AFFECTED BY THE QUALITY OF THE

FITTING

WHAT IS GIVEN WITH THE GLASSES DOES NOT FEEL PREMIUM,

CERTAINLY NOT AT NEW PRICE POINT

FEELS UNCOMFORT-ABLE AND HEAVIER THAN I AM USED TO

PRODUCT MORE “FIDDLY TO ADJUST” THAN ANTICIPATED

DISAPPOINTMENT DUE TO UNEXPECT-ED WEIGHT, SWIM, WRONG PRESCRIP-TION, FAULTY LENS- LOOK TO ECP TO

REMEDY

PRODUCT HAS TO BE RIGHT FIRST TIME

OPTICIAN CLOSES THE SALE. EXPERIENCE

RELIES ON CONTINUITY BETWEEN DOCTOR

AND OPTICIAN

ALL GLASSES HAVE TRIAL LENSES IN

THEM, NOT THE REAL WEIGHT, SETS UNRE-

ALISTIC EXPECTATONS

SALES STAFF DO NOT RECOMMEND THE

PRODUCT OR SIMPLY FORGET ABOUT IT

HESITATION IN THE ABILITY TO ANSWER

QUESTIONS ABOUT THE PRODUCT. IT CAN BE OK IF YOU KNOW WHERE TO FIND INFO THERE AND THERE, “IT’S NEW....”

LIMITED RANGE OF STYLES, DOES NOT SUIT

PATIENT’S FACE, NOT COMFORTABLE AND

VERY EXPENSIVE

CONDITION UN-KNOWN NEED EX-PLANATION. USED GOOGLE TO HELP

EXPLAIN CONDITION

DOCTOR IS NOT WEARING THE

PRODUCT

EX-SUPERFOCUS USER HAS FOUND PRODUCT

ONLINE> E2/E5/FOCUSS CON-

FUSION- OR PATIENT UNABLE TO FIND A REPLACEM-

MENT

EYE DROPS“I USE THEM......”

PATIENTS TRUST THE ECP OPINION

PATIENT HAS TO TRUST DESCRIPTION FROM

ECPNO DEMONSTRATOR

KNOWS THAT THERE IS A PROBLEM BUT

UNAWARE THAT IT’S A COMMON ONE

DIFFERENT TYPES OF PATIENTS

MEDICAL STARTING POINT

VS EYE TEST REMINDER

ALREADY HAVE AN ECP

WORD OF MOUTH (FRIENDS, FAMILY)

INSURANCE COMPANY LISTING

PROXIMITY TO WORK/HOME

INTERNET SEARCH

GAP BETWEEN WHAT I NEED VS

WHAT I AM GIVEN

INFREQUENT USE MEANS THE TRAIN-

ING CAN BE FORGOT-TEN BY ECP TEAM

JUSTIFICATION FOR HIGH PRICE

REQUIRED

DOES NOT FIT THE PATIENT PROPERLY, PATIENT MAY EXPE-

RIENCE UNEXPECTED “SWIM” - ECP REPUTA-

TION

PROACTIVE COLLECTION VS COM-

PLAINT - LACK OF REACTIVITY

ECPS HATE RETURNS, THEY ARE A WASTE OF TIME AND THEY

WOULD MUCH RATH-ER GET IT RIGHT FIRST

TIME

PRODUCT RETURNED WITHIN 30 DAYS PERI-

OD DUE TO WEIGHT- REFUND AND

REPUTATION

ECP CAN ALWAYS RE-VERT TO SELLING A HIGH END PAIR OF PROGRESSIVES IN PLACE OF ADLENS

ECP LOSES FAITH IN PRODUCT

IMPACTS ON WILLING-NESS TO

PRESCRIBE NEXT TIME

SALES STAFF TAKE LEAD FROM ECP AND LOSE FAITH AS WELL

FAULT IN LENS, WRONG PRESCRIP-TION, ECP HAS TO

MAKE EXCUSES, BRO-KEN PROMISES, EF-FECTS HIS BRAND

LENS HAS TO BE MEASURED IN A DIF-FERENT WAY TO NOR-MAL ON THEIR EQUIP-

MENTECPS NEED TO BE

CONVINCED AND RE-MINDED OF THIS

REFUND DUE TO DELAYS IN DELIVERYECP REPUTATION IS-

SUES

NOSE PADS EXACER-BATE PROBLEMS OF HEAVY FRAMES FOR

PATIENTS

EXTRA CARE HAS TO BE TAKEN WHEN FIT-

TING ADLENS-HEATING TEMPLES

-NO PANTOSCOPIC TILT

BECAUSE OF THE WEIGHT, GOOD FITTING IS EVEN MORE IMPOR-

TANT BUT THE GLASSES ARE EVEN MORE DIFFI-CULT TO ADJUST THAN

OTHER BRANDS

PRODUCT FEELS HEAVIER THAN THE

PATIENT HAD ANTICIPATED

ECP REPUTATION

DIFFERENT WAYS TO MEASURE PRESCRIP-TION > CONFUSION,

PROBLEM OF COMMU-NICATION + TRUST

THERE IS A LOT OF COMPETITION FOR $“WHAT ELSE CAN I

HAVE FOR THIS MONEY ?”

LIMITED NUMBER OFSTYLES AVAILABLE

AND THEY ALL LOOK THE SAME

LACK OF DIFFERENTIA-TION IN THE RANGE

MEN/WOMAN

REQUIRES MOREEFFORT/TIME FROM

THE ECP TO CLOSE THE SALE, WHAT’S IN IT

FOR THEM?

NEED TO KEEP PATIENT IN STORE TO SELL VS

PATIENT WANTS TO GO HOME TO THINK ABOUT

IT, NEED TO TALK TO SPOUSE (EXPENSE,

STYLE)

REPUTATION OF ECP IS ON THE LINE

TAKES A LONG TIME TO EXPLAIN THE ADLENS OFFER

ECP WANTS TO HAVE THEIR BRANDING ON PROMO MATERIALS

ECPS DO NOT WANT THE BRANDS THEY

SELL TO MAKE DIRECT CONTACT WITH THEIR

CUSTOMERS

TECHNOLOGY VS STYLE- DIFFERENT TYPE OF SELLING, NOT BUSI-

NESS AS USUALS FOR ECPS

PROBLEM SOLVING VS SELLING FOCUS- LACK OF PITCH TO

EXPLAIN THE PROPOSITION

- LACK OF PROMISES “IT WILL

DO THIS...”HAS TO IDENTIFY THE SUB-SET OF PATIENTS WHO MIGHT BENEFIT

> ANOTHER THING TO THINK ABOUT FOR

ECPS

PATIENT IS NOT AWARE OF THE PRODUCT

BEFORE DOCTOR VISIT

LACK OF TIME TO EX-PLAIN THE PROPOS-

TION

UNABLE TO DEMON-STRATE THE PROPOSI-

TION TO PATIENTS

PERCEIVED WEIGHT IS AN OBSTACLE TO

SALES

DOCTOR RECOMMENDSOPTICIAN SELLS, NEED

TO CREATE ENTHU-SIASM AND BELIEF THROUGHOUT THE

CHAIN

VIDEOS TOO LONG TO BE USED WITH

PATIENTS IN THE CON-SULTING ROOM DOCTORS “FORGET”

ABOUT ADLENS

PRESSURED SALES ENVIRONMENT

PRODUCT TRAINING VS SALES. IT’S

DIFFICULT TO TAKE TIME FOR TRAINING WHILST TRYING TO RUN A BUSINESS

ADLENS STAFF DON’T BELIEVE

IN TRAINING MATERIALS

LECTURE STYLE TRAINING SESSIONS ARE NOT EFFECTIVE

CREDIBILITYISSUES

TECHNOLOGY PUSH NOT USER NEED

PULL

NOT ENOUGH CLARITY AROUND ARTICULATION OF

THE PROBLEM AND THE BENEFITS

TECHNOLOGY IS PUSHED INSTEAD OF

USER NEEDS AND BENEFITS

TONE OF VOICE IS TOO “PREACHY”

NEED MORE DIA-LOGUE LESS MONO-

LOGUE

CUSTOMER IS UNA-BLE TO

EXPERIENCE THE OFFER

COMPLICATED SELL

THE PROMISE THAT IT WILL BRING MORE CUSTOMER TO PRAC-TICE IS UNFOUNDED

SALES PERSON DOES NOT HAVE AN OPTI-CAL BACKGROUND, LACK OF EXPERI-

ENCE OF THE WIDER INDUSTRY

COLD CALL IS OFTEN THE FIRST CONTACT

HAVE NOT HEARD OF ADLENS AT ALL

SIGN-UP+ PURCHASE TRAINING PITCH TO PATIENT SELL DISPENSE

PURCHASE RECEIVE, FITTING, FIRST USE

CONTINUED USE

CUSTOMERFEEDBACK

SHARESTORIES

SHAREPATIENTDON’T HAVE A FRAME OF REFERENCE FOR

CHOSING AN ECP

EXPERIENCEVISION PROBLEMS

PATIENT RETURNS GLASSES

ECP REPUTATION AT RISK AND PROFIT

AS THE COST INCREAS-ES THE NEED TO GO

AWAY TO THINK ABOUT IT ALSO INCREASES, MAY NEED TO ASK

PARTNER OR CHECK FINANCES

LONGER DELIVERY TIME THAN AVERAGE EYEWARE PRODUCT

- DEAL WITH PATIENT EXPECTATION

THIS NEEDS TO BE CHECKED, IN THE UK HIGH END PROGRES-SIVE LENSES HAVE A 5-7 DAY LEAD TIME

POINTS OF CLARIFICATION

CAN WE GET SOME USE CASE FROM DR JOE ?

HAVE THE DOCTOR AND THE PATIENT TALK ABOUT

TEH BENEFITS OF TEH SAME CASE STUDY FROM

BOTH SIDES?

WHEN DOES ECP SEE PROMO

MATERIALS ?

INVOICE VS INSTANT SALE.

WHAT’S THE PROCESS ?

HOW MIGHT WE GIVE THE INITIAL CALL A GREATER

CHANCE OFSUCCESS ?

HOW MIGHT ADLENS

PREQUALIFY LEADS ?

WHAT’S THE MVP FOR THE PITCH?

HOW MIGHT WE CREATE GREATER ECP ENGAGE-

MEN DURING THE PI-ITCH?

HOW MIGHT WE RAISE THE PERCEPTION OF

PROMOTIONAL MATE-RIALS IN THE EYES OF

THE ECP?

HOW MIGHT WE CRE-ATE PROMOTIONAL

MATERIALS THAT SUP-PORT, NOT DICTATE, TO

THE ECP?

HOW MIGHT WE RE-DUCE THE PERCEIVED

RISK FOR THE ECP?

HOW MIGHT ADLENS DEMONSTRATE THAT

THEY ARE SHARING THE RISK WITH THE ECP?

HOW MIGHT WE CREATE A VARIETY OF CUSTOM-

ER PROFILES?

HOW MIGHT WE CREATE AN INITIAL SALES PITCH WHICH IS AS CREDIBLE

AND AUTHENTIC AS POSSIBLE ?

PRE SEND TO START CONVER-

SATION. VOICE OF ECP/PEER

IDEAS

HAVE 2 SEPARATE BRANDS

> E2 -LOW END>FOCUS-HIGH END

EVERY SALES PERSON HAS A PAIR OF TRIAL GLASSES, DIY

PEER TO PEER CONVERSATION

AN OPEN CON-VERSATION

ABOUT PRICE + MARGINS

PROFILE THE PEOPLE WHO

MIGHT USE THE PRODUCT

SIMPLIFY PITCH TO THOSE WHO ALREADY UNDER-STAND THE PROBLEM, USE PROGRESSIVES

APPOINTMENT CARD, EMAIL

OR TEXT CONFIRMATION

ARE YOU A PROGRESSIVE WEARER ?

FLAG AT THEAPPOINTMENT

INTERACTIVE ONLINE

TRAINING

PERSONNAL RECOMMANDA-

TION, EXPERIENCE ENDORSEMENT

TRIAL DEMONSTRATOR (DIY)

- PATIENT ACTUATED

BITE-SIZEDVIDEOS

MATERIALS TO SUPPORT PATIENT CONVERSATIONS

HOW MIGHT WE HELP THE ECP EXPLAIN CON-

DITIONS AND SOLU-TIONS

TO PATIENTS ?

HOW MIGHT WE CREATE A PREMIUM SALES EXPERIENCE WHICH DOESN’T

HIGHLIGHT THE LIMITED RANGE ? (DESIGN FOR A LIMITED SPACE)

HOW MIGHT WE HELP ECP TO NAVIGATE CUS-TOMER EXPECTATIONS FROM $1,000 TO $2,500?

HOW MIGHT WE HELP ECP TO NAV-IGATE THE PATIENT

CONVERSATION ABOUT PRICE ?

ENGRAVE THE PATIENT NAME ON THE

GLASSES TO GIVE PREMIUM FEELING

IN STORE COLOR CHOOSER ON IPAD ?APP TO SEE ALL THE

POSSIBILITIESREMOVABLE NOSE PADS

? TO IMPROVE FIT/AP-PEARANCE

SHOW ADLENS FIRST THEN IF REJECTED

SHOW PROGRESSIVE

PRESENT LENS AND FRAME SEPARATELY

- PRICING STRATEGY

SIMPLE BUT THEATRAL OPEN-ING TO SHOWCASE

GLASSES AND SUPPORT ECP

SELLING

SWATCH BOOK

THANK YOU EMAIL AND DIGITAL UPDATES

ON PROGRESS OF YOUR GLASSES

INSURANCE TO COVER DAMAGE

ADLENS FAQPROBLEMS THAT CAN HAPPEN AND WHAT

TO DO (FOGGY LENS..)

AMBASSADORS (CHOSE ECP )

REDUCE COST FOR EXISTING CUSTOMERS

DESIGN ADLENS MATERIALS TO BE

CO-BRANDED

FASTER TURN AROUND FOR FAULTY

PRODUCT

SPECIAL JIG TO MAKE FIT-TING EASIER

FOR ECPs

MAKE GLASSES EASIER TO

ADJUST

CAREFUL DISCUS-SION/EXPLANATION

OF HOW TO MEASURE GLASSES

HOW MIGHT WE CONVINCE ECP TO MEASURE DIFFERENTLY ?

WHAT DOES / SHOULD THE PA-

TIENT RECEIVED AT THIS POINT ?

WHAT DOES THE PATIENT GET AT THIS

POINT ?

WHAT IS THE AVERAGE TIME ON RETURNS ?

HOW MIGHT WE KEEP ADLENS TOP OF MIND FOR ECPs ?

(GIVEN THE FREQUENCY OF SUITABLE CUSTOMERS)

HOW MIGHT WE HELP ECPS KEEP THE PITCH SHORT

AND PUNCHY?

HOW MIGHT WE MAKE PITCHING ADLENS EXCIT-

ING FOR ECPS?

NO CONTACTBETWEEN

PURCHASE AND DISPENSE

PROBLEMS, CHALLENGES AND NEEDS

QUESTIONS

LET ECPS CHOOSE THE FRAMES THEY

SELL, BOTH IN THE FIRST PLACE AND AS COLLEC-TIONS CHANGE.

TRY BEFORE YOU BUY PERI-

OD

HOW MIGHT WE MAKE TRAINING MORE EN-GAGING FOR ECPS?

ONLINE CHAT WITH AN EXPERT

HOW MIGHT WE MAKE TRAINING MORE SATIS-FYING/REWARDING FOR

ADLENS STAFF?

WHAT’S THE MVP FOR INITIAL TRAINING?

CONDUCIVE ENVI-RONMENT AWAY

FROM STORE

INCENTIVES FOR STAFF TO ALIGN WITH ECP BUSI-

NESS

HOW MIGHT WE KEEP ADLENS TOP OF MIND

FOR ECPS?

PROMOTION-AL TOOLS THAT

GUIDE ECPS THROUGH THE

PROCESS

WHAT’S THE MOST EF-FECTIVE WAY TO DE-LIVER TRAINING AND

PRODUCT UPDATES TO ECPS?

LAUNCH EVENTS HAVE NOT BEEN VERY SUC-

CESSFUL.(EXCEPT DR JOE)

HOW MIGHT WE HELP ECPS NAVIGATE THE CONVERSATION

AROUND PRICE?

HOW MIGHT ADLENS SUPPORT THE BRAND AND REPUTATION

OF THE PRACTICE?

KEY

50

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52

Konica Minolta BizHub Evolution

As a member of a small design team, I took lead on developing two out of five design languages for a family of KM products, within them included an MFP, A4 version, digital signage & future collaboration table. First client check-in required data for full scale foam models and large high quality renderings.

RoleProduct Designer

Scope5 Months, May - Sep 2015

Tools UsedPhotoshop, Illustrator, InDesign, Solidworks, Keyshot

TeamNick Woodley, Phil Harrison, Tom Keen

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Breathing life into a global brand

Konica Minolta currently has one of the most iconic MFP’s on the market - named Bizhub. No ‘unnecessary’ styling. The key design feature of the Bizhub is an off-white strip, this is the area that the user interacts with - including the control screen and paper tray openings.

Tasked with exploring what the evolution of the printer line-up would be from an update to existing models and reaching in to the future of the office environment, it was Sabotage’s job to explore and propose new design languages.

I joined the team at a later date during this relationship to help fi-nesse and visualise some of the earlier work done by the team.

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54

Exploring ideas

Quickly immersing myself in what had been explored, I took control of two design languages focusing on the style we named WARM TECH. This focused on a strong outer frame or stand with a sus-pended MFP inside. This emphasised key components but also sep-arated them from the structured body.

This created CORE and TILE.

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Testing and presenting prototypes

CAD data was used by an external model maker in order to cre-ate full-scale foam mock-ups of the different design languages. We used these to test how user’s interact with each proposed style, paying attention to the height and adjustability of the display screen and ease of taking paper from the relevant trays.

These were then presented, along with the relating renderings to the client team consisting of key stakeholders from the European and Japanese sides of the business.

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56*Rendering by Grenville Fox

Various Projects 2014 - 2020

A small selection of projects I have worked on over the years. Ranging from short & long haul and premium economy seats to self serve business class bars in aviation for numerous airlines. In housewares for brands like DKB Household, ETO Wine, Joseph Joseph Tupperware and Quirky.

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Thank you

I hope that you have enjoyed viewing my work. Please reach out on the channels below to start a conversation:

Emaildavid@davidbulldesign.com

Phone+447800885356

Websitewww.davidbulldesign.com

Instagram_davebull