alex broerman industrial design : fall 2011
alex broerman industrial design ( 513) 373 -5093
abroerman @ gmail.com
education
university of cincinnati
recognition
College of Design, Architecture, Art and Planning Industrial Design (undergraduate; design track) expected graduation 2012 gpa: 3.9
carmel high school 2007
2010 idea award
Bronze Award Winner Student Category
Industrial Designers Society of America
cincinnati innovates 2010
Finalist LPK Design and Branding Award
Carmel, IN
eagle scout rank four autodesk visualization awards
for excellence in modeling, animation and rendering using Autodesk 3ds max
experience
(3 regional, 1 national; ‘05-’06)
continuum
design & innovation consultancy product design internship spring 2011
high-responsibility position. selected client work included PepsiCo, Herman Miller, Preserve, New Balance, & American Express
teams design
ID co-op
experience design consultancy spring 2010
ethicon endo-surgery, inc.
ID/human factors co-op
iterative problem solving; sketching & rendering; research; design visualization; surface, solid and polygonal modeling; mechanical design; illustration & graphic design Photoshop Alias Solidworks 3ds max Illustrator Rhino Inventor Cinema 4D After Effects V-Ray renderer InDesign Hypershot Painter
product design consultancy fall 2010
ID co-op
jack rouse associates
skills
Wacom Cintiq & Intuos products
medical design spring & fall 2009
references
Available upon request.
group
p roj ect
making
cycling fun cool practical effortless. Finalist LPK Design and Branding Award
cincinnati innovates awards
electric bicycles (e-bikes) have the potential to redefine personal transportation.
By kicking in electric power when desired, what used to be a purely recreational activity for most could change the way we commute.
21,000,000
Europe
China
800,000 550,000
170,000
220,000
350,000
US
1,200,000
worldwide electric bike sales 2008-2010 a p p r o x .
25,000,000
For China, it already has.
2008 2009 2010
America’s market for electric bicycles is still open for disruptive competition.
Where are American e-bike manufacturers going wrong?
broerman 2011
‘‘
an e-what?! ”
early research made it clear that the majority of americans are unfamiliar with the concept of an electric bicycle. Initial response to e-bike technology was generally positive, though a number of restrictions prevented unfamiliar users from going out and purchasing their own.
“Does e-bike mean it has GPS?”
vague, confusing terminology
“I like it, but i’m scared of it going too fast.”
unintuitive control
“Maybe take the fear factor out of it somehow. People feel more comfortable with their feet on the ground.”
lack of comfort & ergonomic consideration
“Most bike stores don’t carry e-bikes because of a lack in demand.”
poor marketing
broerman 2011
the power of a brand. We learned quickly that the vast majority of American consumers have an extremely low perception of the value of current e-bikes. Finding out why was critical if we hoped to improve
eminently practical, perhaps to a fault. Mass-market appeal becomes secondary
safety and ergonomic considerations are invaluable for products that are used daily
$ 1,099
ergonomics
iZip cruiser
uncool factor
$ 1,850
giant twist freedom
nearly indistinguishable from the common bicycle, the consumer has no indication of added value
simple, harmonious forms
lack of identity
low
effortless user interaction
perceived visual complexity intimidates casual consumers and does a poor job communicating the true value of the system
mechanical complexity
value : cost
ratio
high
$ 1,199
rayos ebike
practical and stylish
savvy
rather than selling a product, these brands market the positive lifestyles associated with them
aspirational lifestyles
fashion
broerman 2011
design requirements : distance product from current bike and e-bike market reduce rider intimidation increase perceived value
unique silhouettes
tricycle? quad? taillights clearly communicate bike’s electric power reductive aesthetic
broerman 2011
final concepts
were chosen to each represent a certain set of ideals
to more accurately
determine the wishes of the end user
integrated u-lock
side panniers trunk storage
concept a
the lightweight agility portability security
concept b
the transporter cargo transportation high road presence stability
concept c
the hybrid optional side storage agility portability
broerman 2011
quantitative validation
qualitative validation
and carefully cataloguing their choices allowed us to gain a deeper understanding of what users believe they value in vehicle.
Just looking at raw data isn’t enough to discover the hidden needs of users. Our quantitative survey was augmented with conversations and field observations to understand the reasons why they chose what concepts they did.
returning to our interviewees with a survey
what do users truly need in a transportation vehicle?
concepts C and A fared the best.
how can we combine the best attributes of these two ideas?
broerman 2011
refinement
combining the positives.
Intense sketching and sketch-modeling sessions ensured the final design successfully translated the elements that resonate with our sample consumers.
aerodynamically inspired cross-sections gentler forms ...butstill too aggressive
rapid-fire design charrette
preliminary sketch model
final surface model
distinctive silhouette storage options
broerman 2011
rapid prototyping
CNC milling was employed to achieve the forms that theoretically would be stamped, welded aluminum
broerman 2011
meet the
O N C YC L E It’s everything an e-bike is - and isn’t.
R I MA RY CO LO R S
HEX#: 231F20
EADLINE COPY Print: Avg. size 16-20 pt
UBHEAD COPY Print: Avg. size 8-12 Pt
HEX#: FEDF1F
HEX#: FFFFFF
GOTHAM-MEDIUM
ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 12345678910$%&()””
conveys electric nature of bicycle and adds element of excitement missing from most other e-bikes
illuminated bottom bracket
MERCURY- TEXT G1 ROMAN
ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz 12345678910$%&()””
broerman 2011
unintimidating.
tap icon to turn on
headlights
e-ink display shows miles remaining and a simple charge-remaining bar
push down with thumbor twist with wrist to engage electric-assist
thumb throttle
battery meter
left: on; right: open battery compartment
key start
broerman 2011
versatile bike rack can fit third-party bags or humble bungee cords
integrated storage.
bike rack
lockable, removable side-storage panniers ensure safe transit for your books, tablet, netbook...
side panniers
broerman 2011
easily replace rear tire
rear dropout
don’t worry about lugging around the front wheel when you lock up your bike
front dropout lock
doubles as bike lock
integrated u-lock / rack
effortless security.
broerman 2011
savvy.
mock magazine advertisements were created to present the OnCycle as a lifestyle product
broerman 2011
bringing the deli
home.
two-week concept project
poor visibility
sliced meat falls out of sight
look familiar?
the basic architecture of most meat slicers has remained unchanged for decades.
inconvenient
wide footprint & extremely heavy
unsafe
exposed blade
unsanitary
complex, tight surfaces are difficult to clean
Q: Who keeps a meat slicer on their counter all the time? a: not many people. even if it is beautiful.
The slivr’s simple geometry folds to take up less space in the cabinet, and sits upright to take up less space on the countertop. Because not everyone wants a meat slicer to be the centerpiece of their kitchen.
broerman 2011
painless.
thickness selection
guard protects blade (and fingers!) when not in use
flat surfaces separate for simple cleaning
sliced meat is presented helpfully to the user
broerman 2011
could it save your medical license? prevent a lawsuit?
save a life?
’10
11:39 a.m.
A routine gallbladder removal has just gotten complicated.
bile is leaking into the patient’s body cavity, and stopping the flow is critical to their survival. Though it’s an uncommon mistake, the fallout from such a disaster significantly jeopardizes patient health, time, and money.
visual perception illusions account for
97%
of all gallbladder removal injuries.
these gallbladder removal injuries account for
64% of all malpractice claims originating from
minimally-invasive surgeries
$
63,520 .00
average cost of malpractice settlement for an injury during gallbladder removal
broerman 2011
What went wrong?
the surgeon severed the common bile duct instead of the cystic duct, causing bile to leak into the patient’s body cavity. This is the most common form of injury during gallbladder removal procedures.
cut h ere. cys tic du ct co mm on bil ed uc t
how can we improve the surgeon’s view of the surgical site?
...d a
nger if inju red.
broerman 2011
4D ultrasound has revolutionized how we see pregnancies. can it do the same for surgery ?
The technology is technically feasible for such an application, but would require more manpower than most operating rooms can afford to spare.
traditional 2d ultrasound
how can we turn this novelty into a viable method of surgical observation?
displays only one “slice of data at a time
4d ultrasound
stacks 2D slices into a full 3D volume. The resulting digital re-creation is brought into real-time (4D) by application of the Doppler effect to capture movement, similar to weather radar systems
broerman 2011
design objective:
delegate ultrasound probe duty to an automated device
ANCHOR TO RAILS OF OPERATING TABLE ?
In an ideal world, a dedicated nurse would handle this task. Unfortunately, little room or labor can be spared in the modern operating room. ULTRASOUND G EL PAD S - NO MESS
WEARABLE ?
QUICK - RELEASE ADJUSTMENT MECHANISMS
how can we mechanically replicate this action?
broerman 2011
underlying components were engineered in Solidworks then used as an underlay to ensure appropriate dimensions
internal components
HOOD ALLOWS ACCESS TO CONTROLS AND MECHANISM
CAPACITIVE BUTTONS PREVENT UNINTENTIONAL ACTIVATION
broerman 2011
introducing the first fullyautomated 4d ultrasound device intended for surgical use.
rides on rails that automate the back-and-forth motion required for accurate ultrasound imaging
ultrasound probe
operating table
power cord
rail handles are a standard feature on operating tables and thus are the best option for securing the device
torque knob
broerman 2011
>> see the video for a step-by-step use video, clarifying animations, and more!
device sits along patient’s right side
4 1 2 3 4 5
2 1 3
ultrasound probe probe truck (slides along guide rails) drive motor ultrasound gel pad clamp bars for adjustment
5
broerman 2011
the clean freak
the clean freak
demands more than cleanliness; precision, efficiency and order drive his work, his space, and his tools.
now meet his vaccuum
‘‘
I just got tired of all the weak cordless vacs I had bought in the past.” Currently, very few options exist for consumers fed up with traditional “dustbusters.” Dysons offer improved functionality but at a sharply increased price, while products like the Dewalt Wet/Dry Portable Vac (shown) remain mostly undesigned.
brand focus
competitor analysis from user feedback
“tilting it towards the floor is not easy... the handle is in an awkward spot.”
interchangeable batteries fit all cordless Festool products
lime green controls “speed stripe”
“[the vent] will blow sawdust away from where you’re trying to work.” “the size of the tank is too small.”
broerman 2011
It’s not about looks.
To truly integrate into the FESTOOL brand line, the product must encapsulate the brand’s essence: efficiency, quality, functionality and intuitive use
internal component study
how can we simplify the tank cleaning process?
broerman 2011
Let’s be honest: they probably won’t read the directions.
The final direction was chosen for its large tank that clearly communicates its location and method of action. As the user must squeeze both side buttons to open the tank, the mechanism requires that the user has a firm grip on the tank, reducing the likelihood of a spill
broerman 2011
can be placed in dishwasher for easy cleaning & allows for easy filter replacement
easy-clean tank
C L EAN T E C
M I CR O
broerman 2011
5
4
3
considered inside and out. 2 airflow
5 venting
power switch
4 vacuum fan
1 3 filtration battery
2 tank deposit
1 intake broerman 2011
thanks for viewing!
b ro e rma n2 011