Portfolio of Work by Josef Lang

Portfolio of Work JOSEF LANG—INDUSTRIAL DESIGNER

My design career spans nearly a decade, including 3 years in the Product Design industry, with implementation leadership, fabrication and experiential graphic design work besides. This diversity of practice grounds my conceptual thinking in contextual awareness and pragmatism. Capitalizing on constraints and extracting opportunities from the problem itself, I derive solutions that are simultaneously inventive and actionable.

Hudl Focus 1.0 AUTO-CAPTURE SPORTS CAMERA [INDOOR MODEL]

PROJECT SNAPSHOT - Role: Lead Industrial Designer (internal) - Goal: Sports software company to develop first ever physical product: Hudl Focus - Result: Concept to 200-unit Beta launch in just 8 months

EXPERIENCE HIGHLIGHTS - Design Engineering - Complex technical constraints - Collaboration with: Hardware, Software, Optics, UI/UX, Marketing

BUSINESS CONTEXT CLIENT Hudl—Sports Software Developer

MARKET Auto-capture Sports Cameras

STRATEGY Beta Test with Basketball

- Hudl develops video analysis software for sports coaches. More than 230k teams use Hudl.

- Hudl’s monopoly on Premiere League Football video analysis was under threat.

- Developing a camera for the Premiere League first would be the wrong move:

- The Focus camera would be Hudl’s first physical product ever.

- Auto-capture for sports was a brand new, high-stakes market.

- Environmental conditions posed extraneous challenges to developing the hardware, optics and AI.

- Project budget: $30M from private investors

- Competitors sought to enter the Premiere space by providing Auto-capture cameras to the League.

- We could not risk flopping on an international stage— this was Hudl’s first ever physical product.

PROJECT BEGINS ROLE DETAILS Lead Industrial Designer

INITIAL STAGE Hudl Acquires R&D of Hardware, Optics & AI

EARLY PROTOTYPES Hardware, Optics & AI Development

- Acquisition brought: Hardware Engineers Hardware, optics & camera AI (early R&D)

- 20 Alpha units deployed in 6 weeks

- Sole industrial designer at Hudl - Internal coordination with: C-Suite Stakeholders Product Lead Hardware & Software Engineering UI/IX Design Sales & Marketing - Responsible for: Enclosure and Mount Design Design Engineering Prototyping & User Testing Manufacturing Coordination (including QA/QC) Packaging Design Assembly Lead Marketing Renderings & User Guides

- No existing enclosure design

- Strictly functional enclosure for internal components testing

DESIGN CHALLENGES RIGID & DURABLE Optics Required Perfect Stability

CAMERA SETUP Complex Install Constraints

ASSEMBLY Unskilled Interns to Assemble Beta

RAPID R&D Frequent Access to Electronic Components Needed

HUDL ADMIN ACCOUNT?

FLASHING PROCESS

- Vandalism risk by teenagers

- Coach or Athletic Director must finalize setup

- Sensitive optics! The camera’s AI stitches the individual sensor views into a seamless panorama.

- Tool-free setup

- Once calibrated, the camera position had to remain perfectly fixed... forever.

- Simple and intuitive - Why? Fine tuning of camera angle required during setup, guided by real-time feedback in app—Admin account required

- In-House assembly reduced cost and time, but posed risk to delicate hardware and optics

- Rapid firmware iteration was crucial - Physical access to circuit board’s was required to update firmware (flashing) - Can we reduce disassembly needed to access circuit boards?

DESIGN SOLUTIONS CAMERA SETUP No tools, Easy Angle Adjustment

RAPID R&D Hinged Enclosure— x4 Screws to Open

- All ”dumb” components could be assembled in advance of sensitive tech.

- Only 4 screws needed to be removed to access circuit boards for firmware flashing.

- Interns would not need to touch tech components.

- The unit remained in one compact piece while in this state.

Mount Camera

RIGID & DURABLE Slotted Mount & Sheet Metal Enclosure

ASSEMBLY Sheet Metal & Tech Decoupled

SECTION VIEW— MOUNT & CAMERA INTERFACE

VIEW FROM INSIDE CAMERA— NO LATERAL MOVEMENT

Mount Design: - 2 mount fins slot into unit and sit flush with camera sheet metal = x2 strength increase of camera side walls - Spring pin hardware = easily adjusted, but fully fixed once set Sheet Metal Enclosure: - Stable “tortoise shell” geometry makes thinner material possible = reduced weight & cost

IMPACT PHYSICAL PRODUCT Foolproof Install & Durability

PRODUCT VALIDATION Indoor Unit Success Clears the Way for Outdoor Unit Development

TIME & MONEY Rapid Beta, Design Savings

-“In terms of the overall installation of the mount and camera, I don’t think you can make that part any more simple.” Athletic Director testimony - The camera has never lost a fight with a basketball - A Florida school Beta unit survived the collapse of its gym during a hurricane and still functioned properly.

- Sports organizations across the US installed 200 successful Beta units just 8 months after product development began.

- 1,600 high schools adopted the indoor model of Hudl Focus immediately following Beta release.

- Managing this industrial design initiative, I saved the company 75% of the original ID consulting budget. ($100k projected budget)

- With this overwhelming success, we began work on the outdoor model of Hudl Focus.

Hudl Focus 2.0 AUTO-CAPTURE SPORTS CAMERA [OUTDOOR MODEL]

PROJECT SNAPSHOT - Role: Lead Industrial Designer (internal) - Goal: Bring Hudl Focus camera to outdoor sports - Challenge: Outdoor weather conditions required IP66 camera enclosure

EXPERIENCE HIGHLIGHTS - Parametric 3D modeling - Design for injection molding - Design for IP66 - Functional rapid prototypes (production and assembly)

RAPID PROTOTYPING 3D PRINTING Full-Scale Functional Prototypes MOUNT VALIDATION/ USER TESTING

FDM PRINT

2 3

4 5

MJF PRINT

- 6 iterations of the outdoor enclosure were 3D-printed, which I assembled with the internal components - The prototypes supported testing of: New optics sensor product (vs indoor model) Revamped hardware Bluetooth and wireless internet connectivity Weatherproofing Installation user experience

SENSOR MOUNT

A/B TESTING: AFFECT OF SURFACE AREA ON HEAT DISSIPATION

MOUNT 2.0 SPRING PIN

INSTALL EXPERIENCE Outdoor Mount Mirrors Interface of Indoor Mount

CEILING-MOUNTED AT-REST PIVOT POINT

SPRING PIN

WALL-MOUNTED AT-REST PIVOT POINT

PAGE TITLE HEADER Text

HEADER Text

- Body style

- Bold List: Item 1 Item 2

Shower in a Box COLLAPSIBLE, MOBILE SHOWER

PROJECT SNAPSHOT - Role: Lead Industrial Designer - Client: LavaMaex: non-profit providing hospitality and hygiene to those experiencing homelessness - Goal: A compact and mobile alternative to the LavaMaex hitched shower trailers (Schematic Design) - Result: Prototype funding successfully acquired

EXPERIENCE HIGHLIGHTS - Journey Mapping for multiple user profiles - Flat-pack product with no tools required - Diverse range of materials and fabrication methods

PRODUCT INFANCY PRODUCT PREDECESSOR Hitched Shower Trailers

USER JOURNEY Whiteboarding Workshops with Client

DESIGN DRIVERS “Must-Haves” Distilled from Workshops

Assumptions

- Portable with Easy Set-Up and Break-Down - Easy to Clean and Maintain - Durable and Structurally Sound - Secure and Private - Comfortable and Hospitable - Intuitive and Easy to Use

- Limited mobility inhibited access to off-road tent camps - Inhibitors: Trailer + truck size Direct plumbing required

Before Showering

PRIOR DEVELOPMENT BY LAVAMAE X Client’s Initial Proof of Concept Showering

MULTI-USER NEEDS

Shower & Dress - Extent of product development when client engaged our team: Deep knowledge of their clientele Plumbing and electrical validated Plywood/Tarp/PVC prototype

After Showering Deploy & Service Unit

COMPONENTS OVERVIEW Changing Tent Traditional user-friendly camping tent construction for intuitive assembly, secure and dry area for changing

Decking & Ramp Roll-out slat assembly for easy deployment

Shower Wall Panels Polycarbonate sheet, silicon panel joints keep water in and serve as live hinges when flat-packing

Grab Bars Safe and accessible experience, re-purposed as dolly push handles when unit is compacted

Shower Basin Interfaces directly with shower walls, funnels gray water into removable receptacle

Gray Water Receptacle Reinforces shower walls when unit is deployed, retracts under Back of House when unit is compacted

Back of House Rigid and multi-purpose component— shower seat, housing pluming/ electrical equipment, wheeled dolly when unit is compacted

Dolly Wheels Ease of transport when unit is compacted

UNIVERSAL JOINERY Every step of assembly employs an intuitive keyhole joining method.

COLLAPSIBLE & COMPACT Ramp Slats

Decking Slats

Changing Tent

Decking Structure

Back of House

Shower Wall Panels

Grab Bars

[behind] re-purposed as dolly push handles

Shower Basin

Gray Water Receptacle

CR45 CANTILEVERED CHAIR

PROJECT SNAPSHOT - Role: Designer (self-initiated project)

EXPERIENCE HIGHLIGHTS - Entrepreneurship $12k Kickstarter campaign Extensive marketing and promotional materials Small batch production of 15 units - 6 design iterations w/ functional full-scale prototypes of each

CONCEPT

Traditional Cantilevered Chair

CR45 Concept

- Frame material: steel tubing

- Frame material: Solid rod

- Why? Tube displaces bending stress across a larger cross-sectional area than solid stock

- How? Space frame structure displaces bending stress

- Result: bulky overall appearance

- Result: A slender, contemporary remix of a classic construct

INDIVIDUAL STEEL MEMBERS

PROTOTYPES 1–5

KICKSTARTER CAMPAIGN $12,000 Raised in 4 Weeks

CR45 BOOK Design Development & “The Making of” CR45

PRESS Design Reviews and Awards

- 88 investors backed the project

- The full publication can be viewed here

- Design Milk

- Backer incentives: CR45 chair (optional ottoman) 50-page book showcasing the chair’s design development and manual production Whimsical marketing prints Hand-drawn renderings of iconic chairs throughout history - Investments used to fund advanced tooling for small-batch production of CR45 production

- Minimalissimo - Monster of Design Best in Show (200+ submissions)

Stowaway FLAT-PACK STOOL ASSEMBLED WITH A SINGLE ZIPPER

PROJECT SNAPSHOT - Role: Designer (self-initiated project) - Concept: Zipper assembly, felt used as a tensile structural material

EXPERIENCE HIGHLIGHTS - Rapid and manual prototyping

VERSION NO. 1 SCALE MODEL

VERSION NO. 1 PROTOTYPE

VERSION NO. 6 RENDERING

CNC FABRICATION

3 RELATED PRODUCT EXPLORATION

ASSEMBLY SEQUENCE

CUTTING TOOL REDESIGN DEFINING THE PROBLEM

TRADITIONAL / STRAINED

BLADE

DESIGN PROBLEM

NATURAL (A)

NATURAL (B)

POSSIBLE SOLUTIONS

(A)

(B)

STUDY (A)

STUDY (B)

T-Mobile Workplace EXPERIENTIAL GRAPHIC DESIGN CLIENT HEADQUARTERS, BUILDING 3

PROJECT SNAPSHOT - Role: Lead Designer - Scope: Experiential Graphic Design 185,000 sq.ft. / 10 floors 126 unique design elements

EXPERIENCE HIGHLIGHTS - Concept & design development - Technical design documentation - Lead client design reviews - Implementation coordination & QA/QC

T-MOBILE HQ BELLEVUE, WA

RECEPTION ELEVATOR LOBBY WALL CLADDING: PRODUCTION ARTWORK FOR x50 ROUTED & PRINTED PANELS

RECEPTION LOGO PRODUCTION MODEL

RENDERING

FINAL INSTALLATION

“MAGENTIFIED” DIMENSIONAL PHOTO SERIES

ELEVATOR LOBBY WALLCOVERING W/ FLOOR NUMERAL DETAIL

“MAGENTIFIED” FOUND OBJECTS SERIES

APPENDIX

WOODEN “SPRING” JOINERY EXPERIMENT

MISC. RENDERINGS

MISC. HAND SKETCHES

THANK YOU