Many projects start with an ambiguous direction and processes are needed to help the team move forward in a structured and agreed direction.
In this example I created a process where the tasks and decisions on CMF direction could be established and agreed across sites and teams.
How do you decide which material is right for a product? Everyone is different and materials evoke emotions in different ways.
Often, a clear value framework helps to zone in on the right choice.
For a premium/luxury project, I created a mapping of materials across a luxury/cost framework, which helped the team choose the materials for the project.
How to stand out visually against a huge amount of competition?
In this example looking for an identity for new washing machines, I plotted all the major competitor silhouettes and we identified a new design language that mimicked our key competitor space but felt fresh and new.
At the same time, the architecture affects cost and development effort. Making sense of the impacts early improves product design.
In this study for a mobile phone customer, I studied various ways of housing construction to look for new aesthetics and manufacturing cost-savings.
How do you find a niche or market area that is unique but also worthwhile to target new products at?
Mapping the current competitive landscape and establishing new opportunity spaces is critical.
In this project for new vacuum cleaners, I studied the market on a power vs movability axis to find the physical attributes sweetspot for our future concepting studies.
What are your customers thinking when they use your products? What do they want to achieve and how much to they want to be guided?
These philosophical questions need structuring in order to identify the personas that are being targeted when solving painpoints.
In this sociocultural map, as part of a wider UX strategy, I sought to identify the amount of physical involvement a user might want in using a new type of domestic appliance.
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