DESIGN PORTFOLIO Adam Couldwell
CONTENTS U N I V E R S I T Y C O L L A B O R AT I O N S Lacoste - The Court Shoe Philips - New Value Space Philips - The First Time Shave
MAJOR PROJECT Exploration Final Project
RSA COMPETITION Fair Play - 2015 Tomorrow’s Work Place - 2014
PL ACEMENTS Pentland - Lacoste Sport Trig Creative
SKILLS Solidworks & Keyshot Illustrator & Photoshop Rendering
E A R LY P R O J E C T S Experienc Energy Bird Feeder
PORTFOLIO GUIDE PROJECT FOCUS Product Skill Research Competition Placements
GROUP PROJECTS Group projects will be indicated by the double stripe on the project focus indicator.
Product The Court Shoe - was a project completed alongside Lacoste, to re-invent the classic court shoe for SS/AW 2014. This project was completed in collaboration with fashion marketing, helping identified market trends and also explore alternate methods of marketing using modern rapid manufacture techniques. The manufacturing techniques were intended to create a unique experience when purchasing a new shoe. Our key focus was utilitarian style and urban performance.
Process
Identification of key focus trends for the development of the shoe.
Research
THE
Development
COU
Trend Analysis
Sketch
Marketing
Digital Influence
Brand Identity
Execution
RT S
Product Renders
HOE
Marketing Presentation to Lacoste Design and Marketing Teams.
CNC Custom Outsole
“Make Your Mark�, leaving your own distinct outsole design where you walk.
Pop up in-store experience simple pareddown interior reflecting utilitarian styling.
BRAND IDENTITY
URBAN PERFORMANCE
INDUSTRIAL EVOLUTION Detailing was selected for a balance of performance and keeping to the heritage of the original Lacoste court shoe.
Research
New Value Space Identify a new value space for Philips to move into, consider future trend movements for a new developing market.
Process
Identification of emerging markets is South East Asia.
Research
Consolidation
Presentation
Target Market
Global Trends Map
Market Engagement
Competitive Landscape
Future Road Map
New Value Concept
Entomophagy
Air Pollution High Protein Diets
Convenience Food
Obesity and Unbalanced Diets
Urbanisation
Fortified Foods
Health and Wellbeing Beverages
Westernised Diets
Global Trends Map Identifying current and future global trends was key to distinguishing a new market for Philips to move into. Our focus lead us to the problems with growing populations and the impact this has on food as well as living conditions.
Ageing Population
User Markets
Middle aged Adults
Understanding how challenges such as changing diets affect different user demographics was also a key research focus.
Inefficiency in Food Chain Transfer
Global Trends
Infants
Food
Organic Food Market
Young Adults
Food Waste
Contaminated Foods
South East Asia was identified as a global location that is currently facing many problems that will continue to escalate with population growth.
20% Growth year on year.
Organic Food Market Peek Growth
Global adjustment to ageing population. (65+)
Globally 50% more food needed.
World Population 7.2 bn.
2015
50% of Chinese population overweight.
Urbanisation
Fortified Foods
World Population 9 bn.
2020
21% increase in food consumption in S.E.A.
Westernised Diet
2030
Entomophagy solution to protein demand.
Diet Control/ Change
Triple Growth in China, India, Indonesia.
World Population 9.6 bn.
2040
Essential for balanced diets.
2050
Fortified Foods
Reduction in effects of ageing.
Road Map The road map aims to highlight potential global problems that may arise with growing populations and food production leading up to 2050, highlighting possible emerging markets for Philips to move into.
Team solution to changing diets and fortified food trends. Steam infusion for a more natural and ritual based cooking process.
Product
The First Time Shaver Team project to design and identify a market for the first time shaver.
Process
Identification and discussion of our own experiences of the ‘first time shave’.
Research
Product Development
Presentation
Target Market
Sketch Models
Market Engagement
Competitive Landscape
Website Interaction
Product Interaction
Use Case
Packaging development Sketch Development
Joe is 15 and he has become more self concious because of his facial hair.
Joe’s mum notices, that his facial hair has been bothering him and wants to find a shaver that would be best for him.
Joe’s mum, dispite not really knowing which shaver would be best for him, purchases a shaver.
Key Insights of Market Lack of information on shaving products for the first time shaver. Most first shavers are bought by a parent.
Initial concept generation: feedback concluded that these types of shavers can be intimidating for a first time shaver and needs to be simplified.
The ethos behind the new shaver aims to change the look as well as the initial complexity of the shaver. Designed to adapt to the change in the user’s needs, increasing the number of heads, as more are needed due to the increased number of facial hairs.
MacBook acBook Pro
In addition to redesigning the shaver to appeal to a younger market, we aimed to design an online community that new users could contribute their own shaving experiences to, aiming to create a change in how Philips is perceived by generation Y.
Research
Final Major Project - Part 1 Exploration - Understanding the importance of Supply Chain Transparency and its influence on consumer culture.
Process
Mind mapping of the challanges in modern supply chains.
Research
Validation
Presentation
Medias Influence
Interview with Producer
Video Summary
Competitive Landscape
Interview with Businesses
Infographic Presentation
Supply Chain Issues
Interview with Consumers
Catagory Identified
Interview with Mitigator
Importance of supply stability within business.
Production Sustained
By making consumers more aware of their purchasing habits I aimed to connect the consumer to all those involved in the supply of a product, through to the primary origins. Aspiring to prevent social and environmental problems reoccurring.
Pr o
Jobs
Business Se cu ri
ty
Business Sustained
of on cti te
Throughout my Exploration project I aimed to understand the value of supply chain transparency, with the aim to change consumer-buying behaviours. Aiming to make consumers aware of their purchasing habits, whether purchasing food, furniture, clothing or consumer electronics.
Business
rt of commun ppo ity u S
ned Dema intai nd Ma
Do people consider environmental or social issues when purchasing product?
ned Dema intai nd a M
Primary Producer/Material Sourcing. Ma
inta
ine d Q u a
Sustained Supply
lit y
Consumer
Ex
p e ct
Environmental Consideration Social Consideration
Consumer Purchasing Influences
Both Considered None Considered
2%
4%
14%
38%
Furniture
46%
No.1
6% 30%
23% %
25%
Clothing
41%
No.2
Quality, brand and price seen to add more value and matter most to the consumer, over the ethics and transparency.
2%
12% 29%
32%
37%
59%
Electronics
No.3
Food
Quality
Brand
No.4
Environment
Social
Demand Sustained
Price
Convenience
“How can you change consumer value perseptions?”
“Beyond the wall.”
ed Qua
lit y
Product
Final Major Project - Part 2 The growing complexity of modern products distances the consumer from the material origins and manufacturing processes of products that modern society has become so accustomed to. This project focused on attempting to highlight these issues, connecting the consumer back to the people that are so closely linked to the production of all modern products. Additionally addressing the lifecycle of products and how consumers interact with them during the products working life.
Process
Exploration - Brief formed
Research
Refinement
Execution
Competitor Analysis
Product Development
Visual Prototype
Use Case
Testing
Supply Chain Map
Product Teardown
Product Lifecycle
CAD - Development
Target User
Material Evaluation
Prototype Creation
TA R G E T M A R K E T Exploration of the types of brands and lifestyles that the users associate themselves with, determining the needs of the user.
VISUAL L ANGUAGE A starting point of visual inspiration for product developement, aiding with initial product shape to final detailing.
C O N C E P T G E N E R AT I O N
INTERACTION PROTOT YPE Initial prototyping allowed evaluation of how the overall proportions of the kettle look and feel. Understanding the balance of the kettle and the way in which it fills and pours are key factors in assuring a functional product.
CONCEPT REFINEMENT Further detailing of the handle and spout was completed to assist in finalising the CAD data so that components could be 3D printed for the final model.
FINAL PROTOT YPE Outsourcing industrial processes was one of the most valuable parts of my project; ensuring communication between external partners was clear which resulted in the desired outcome.
Supply Map Retail Warehouse
Online Purchase
GERMANY 38% Recycled Stainless Steel
Use
Assembly
Life: 2 > 5 Years 10,950 Boils 912kWh ÂŁ86.64
GREAT BRITAIN
Repair Manufacture
CHINA
Heat element plate and housing components manufactured and imported from China for assembly within the UK.
Material Extraction
Recycle
The supply map was intended to communicate the touch points that all consumer products are apart of; this map only scratches the surface of the supply chain of the kettle. End However of Lifeit provided me with a clear view of the touch points that design can influence, changing the impact that products have during their life, outlining the areas for product lifecycle improvement.
15 kWh 255 kWh 0 kWh
23%
325 kWh
19%
19 kWh 22 kWh
Manufacture to delivery. 1000 Ltr of water boiled.
Energy lost in heat loss. Energy lost in conversion. Overall efficiency in consumer use.
Cast Wistle Component
Deep Drawn Kettle Body - 2.25 litre
Stainless Steel 316 - Corrosion resistant Copper - Increased heat transfer efficiency
Stainless Steel 430 - Ferromagnetic
The kettle throughout its life consumes more energy ten fold than it takes to manufacture one single product. Making changing the way in which consumers use their products just as important as ensuring the supply chain of the kettle is transparent.
Handle Heat Insulator Water Volume Level
Deep Drawn Kettle Body - 2.25 ltr Water Volume 1.25 ltr Welded to kettle body.
Silicone Seal
Kettle Heating Plate - 316 Stainless Steel
Strix U1830 Heat Control
1
360° Power Unit
2 3 The construction of the kettle was designed so that components could easily be replaced or repaired, as well as being easy to disassemble and recycle at the end of it’s life to align with a more circular economy.
Competition
Fair Play Design or re-design a consumer toy and it’s product packaging to minimise waste and environmental impact.
2015
Process
Understanding childs play and the connection to child learning development.
During this brief I aimed to address the educational role that play has within child development. Also how integrating both play in school and at home can aid learning experiences and communication between parents and children.
Research
Product Development
Presentation
Interview with Teachers
Product Ideation
Use Case Story Boards
Parent Discussions
App Intergration
Testing
Child Development
Classroom Intergration
Interaction Prototype
Importance of Play
Mrs C. Blane Primary School Teacher
OPPORTUNITY
“Busy schedule prevents constant communication with every child's parents. ”
Quicker, clearer, less formal communication
“Many parents don’t take interest in activities and learning done in school.”
Time Saved Increased Concentration
Mrs S. Robson Primary School Teacher Teachers
Teacher - Child Relationship
Engaging Learning
“Parents don’t often read letters or emails from school.”
Child
Stronger base for future learning & development
“Planner is seen as a negative and doesn’t deal with any positives.”
Parents
Fun home Activities
Parent - Child Relationship
Primary School Key Stage 1 Age 5 -7
Mr T. Harland Parent of two, age 4 and 7 “I find it difficult to find out about my child's day at school.”
Creative Activities
Themed Learning
Stronger Communication
Mrs R. Smith Parent of two, age 6 and 8
Planned Activities
“Comments in planners are unclear and don’t show how I can help at home. ”
Less stressful communication with school
New topic is started in school, such as the Middle Ages or Space.
Adventure book and character are taken home.
Teacher updates online app, quickly indicating to parents the new school topic.
Children are given new adventure book and wooden character.
The character acts as a talking point for the topic, providing role play opportunity through the character within the class.
Parents look at possible activities to do at home, informed by app.
Positive feedback received benefitting parent and child relationship and engagement.
Teacher can also provide quick, positive and discrete feedback to parents in book.
C h iis created d iin relation l i to Character topic, in a creative play activity.
Stickers are intended for equal creative character creation.
Activities such as creating space mobiles and trips to museums, reinforcing the child’s learning at home.
Vocabulary and subject/topic knowledge is reinforced again.
Activities completed at home are encouraged to be recorded to share at school.
Class topic topics cs Space - 1st Term Activities Planet Mobile Updates
Parents
Teachers
Class topics
Learning outcomes through play. Wider Reading encouraged, increasing knowledge & providing a clearer understanding of the world.
Writing through story making and recording activities, reinforcing what they have heard or read.
Middle Ages - 2nd Term
Problem Solving & Reasoning through scenario recreation.
Spoken Language & Vocabulary Development, through collaborative play.
Creative Development, through open ended play and story telling.
Personal, Social & Emotional skills developed through group play.
Activities
Opportunity for forward planning for next terms topic.
Castles
Quick updates to keep parents informed with school activities.
Knights
Life
Multiple learning outcomes through play!
Equally Creative Outcomes ess Themed play activities based around key areas within the UK National Curriculum.
Additional character ideas and activity resources for topics. Provided in one location for easy access, low cost, for both parents and teachers.
PARENT Improved communication between parents and teachers, through quick and informal messaging system, providing parents with incite into their child’s learning at school. This in turn allows parents to think of activities to aid their child’s learning at home, through play as well as getting access to material to help with this.
TEACHER Teachers gain better attention in school from children as they can engage more in discussions about the current topic, from play and learning done at home. Communication between teachers and parents is now less ambiguous, and positive actions of a child in school can be easily rewarded.
CHILD Creation of a personal character builds engagement within school, and provides parents with a talking point at home. In turn helping to provide a parent incite into their child’s day-to-day activities. Building a better parent child relationship in relation to school, aiming to strengthen this for the future. Helping with the types of vocabulary used in school, encouraging further play and interest into topics at home, continuing to reinforce a child’s development.
Competition
Tomorrow’s Workplace 2014
Process
RSA - Tomorrow’s workplace Brief, potential workplace identification.
Develop a vision and business case for the future workplace that addresses the challenges of changing work patterns. My brief aimed to address the challenges faced by UK agriculture, changing consumer perceptions of food and attempts to add value to UK produce. Aiming to sustain more jobs and encourage younger generations into agriculture. Research
Development
Presentation
Interviews with Farmers
Solutions Generated
Key Insights
Identification of Problems
Application Analysis
App Intergration
Interview with NFU
Supply Chain Analysis
Current Affairs
SUPPLY CHAIN
AGRICULTURE
IMPACT
FOR AGRICULTURE > Provide a voice for farm owners to consumers.
FINANCE HIGH RISK
Data logged at each point of the supply chain, maintaining data on location and times during processing. g. PRODUCER Parks Farm, Beef and Dairy
Animal Passport logged for Transport of the animal.
SHOW:
RISING COSTS 41% DROP IN UK FARMS
> Environmental benefits
TRANSPORT & PROCESSING
> Sustainable and Organic methods taken within the farming industry.
ABATTOIR
RURAL COMMUNITIES > Care taken in ISOLATION rearing livestock
HEALTH HIGH FATALITY RISK ENVIRONMENT BIODIVERSITY
ADDITIONAL DATA RECORDED ON FOOD FOR DETAILED LOG.
RETAILER
AID TOURISM
CONSUMER
Information collected on the meat being processed, final data amalgamated and links provided on packaging for the consumer.
CONSUMER PROVIDED WITH INFORMATION ON SUPPLY CHAIN.
Your Supply Chain
Food source online website, provides farmers and processors to inform the consumer of the ‘best practice’ work that they do.
> Increase farming sustainability. > Improve livelihoods of farming and rural communities.
Farm to Fork Total: 28 Days
Food Miless Total: 37 Miles
Your C02 2 Footprint Total: 15kg
> Return a link between the consumer and the producer through education. > Increase interest in agriculture as a career path. > Shorten food supply chain for seasonal produce. > Transparency within the supply chain. > Stabilise price of food in long term.
Demand increase for locally sourced food. Where does my food come from?
Placements
Placement - Trig Creative
During my third year placement period I was fortunate enough to work for Trig Creative from March to August 2014. Throughout the placement I was able to work on many live projects being involved in initial design sketch development and client meetings through to initial prototypes and final manufacture. The projects varied from commercial and medical products to high-end consumer electronics.
Photoshop path work and rendering skill development.
Skills Developed
During my five months with Trig, I was able to refine my own personal communication skills both within client and internal meetings. In addition I have been able to improve the way in which I illustrate my own design work, within commercial design time constraints. Communication Client Meetings and Presentations Factory Meetings Design Skills Sketch concept development Client presentable rendered concepts Client presentation construction
Prototype and model making Prototype testing Prototype finishing
Interaction and interface design solutions Appliance user guides for print Product labelling for print
Research Market competitors Inspiration and brand focus boards Component sourcing Manufacture sourcing Bill of material creation
Rodent repeller Project + Handle Renders.
Placements
Placement During my second year placement period I was fortunate enough to work for Pentland from April to July 2013. Throughout the placement I was able to work on a variety of projects from in house brand translation graphics, to developing new concepts for new footwear lines for Lacoste Sport. The most pivotal part of my placement involved presenting my final designs to 18 members of the Lacoste Sport and LCST design and marketing teams.
Ellesse, source totem.
Final Concept - Nautical Performance Colour-way.
Skill
Modelled in Solidworks Rendered in Keyshot
Skill 1: Illustrator Vector
2: Shading (Photoshop)
3: Texture
4: Highlight
5: Stitch Detail
6: Final Detail
An example of one of the rendering processes used for visulisation, using a combination of Photoshop and Illustrator.
Product
Experience Energy Experience energy aims to changing the way that we consume energy and water within the home, through an alternative experience to current energy monitors. Changing the focusing of cost saved to an alternate view on the global impact that energy consumption generates, by attempting to reflect our own human anatomy’s functions to the energy consumed within our own home.
Process
Understanding experience design and its current applications.
Research
Interaction Development
Presentation
Bio - inspiration
Sketch Development
Experience Story
Experience Design
Sketch Model Development
Visual Model
Manufacturing Methods
Working Prototype
A visual and a working prototype were produced for the final delivery. The working prototype was made functional by coding an Audrino to open the servo to create the effect of the lungs opening and closing. Along with the series of LEDs pulsing at different speeds, representing the heartbeat.
Electricity
The rate the heart beats in the monitor correlates to the amount of electricity being consumed in the home.
Gas
The lungs in the monitor will inflate and deflate according to how much gas is being consumed in the household.
Water
The amount of water being used is highlighted as a daily average by an LED water level.
Product
Bird Feeder Focus - develop a bird feeder that is easy to clean reducing the spread of disease accross wild bird groups.
Process
Current Market
Research
Product Development
Presentation
Production Method
Prototype Creation
Final Model
Wild Bird Species
Exploration of Form
User Guide
Brand - Research
Material Selection
T H A N K YO U Email: adam.d.couldwell@btopenworld.com Tel: +44 (0) 7981457525
Linkedin: https://uk.linkedin.com/in/adamdcouldwell Web: http://cargocollective.com/adcouldwell