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Timothy Miller
designer, planner and strategist timemiller@mac.com | http://www.timemiller.com
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trader joe’s
brief
Communication Workshop Client: Trader Joe’s (fictitious) Institute of Design, fall ‘09 Professor Kim Erwin
So your client, Joe (his actual name) is a Divisional Merchandising Manager for Trader Joe’s with responsibility for new food category development. And the challenge in front of Joe and his team is to figure out a uniquely Trader Joe’s way to merchandise and package frozen, shelf-stable and processed products in a way that can support a consumer experience that feels more like scratch cooking.
process
“I think that routine helps me the most. I have a few things that I always eat for breakfast.” Ashley
Research A actual data set of video, user journals and interviews was given to the class to simulate the raw research one might be given for an actual project. The goal was to find important information and communicate these for the following deliverables:
1
Fresh from the field: high level takeaways from visit to the field. Communicate with simple quick impact.
2
Final insights and opportunities presentation: 10 min. interactive presentation that was required to break the typical ‘rules’ of client presentations
3
Data persistence project: double sided poster pointing out insights and detailed analysis intended for future reference by the client.
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fresh from the field
“Guilt sits in on you … you need to provide and cook for your family.” Marie
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trader joe’s
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presentation
Trader Joe’s: Research for Component Cooking
2&3
Trader Joe’s asked us to develop insights into component cooking, specifically how people cook meals and shop for food.
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Our analysis of the data showed that meal makers lacked variety and exploration in there cooking. The key learning was that the pressures and stresses around planning and making family meals had caused them to develop default rituals.
So how could we build clarity and communicate our findings in an engaging way for Trader Joe’s?
1. Developing Empathy for Meal Makers
2. Addressing the Complexity of Shopping
3. Communicating Solution Strategies
To create a deep understanding of the pressures meal makers face, we wanted to immerse the client in a multi-sensory display. A wall of quotes from the participants was built to walk by with audio from the interview playing so the research participants’ voices could be heard to show Trader Joe’s the cumulative effects of the pressures meal makers face.
Relating research findings to Trader Joe’s was necessary for the client to understand where they enter the picture. To engage the client, we asked them to create a meal with basic food components projected on a whiteboard. A floor plan was then revealed to show how scattered the food choices were throughout the store.
Moving forward, Trader Joe’s needed to know what component cooking could be and what its limitations were. Acknowledging that they can’t change the pressures of meal makers, we gave guidelines for what component cooking should do. They are: create a better in store experience; reduce food prep time; ease food exploration; add variety to basic foods; and quicken the return shopping trip.
Timothy Miller | Scott Mioduszewski
Communication Workshop | Fall 2009
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data persistence
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steelcase channel strategies
brief
Team project Sponsored by Steelcase Institute of Design, fall ‘09 Professor Vijay Kumar
The general objective of this topic sponsorship project is to develop a design planning framework for the topic of “Innovation in Channel Models” and to conceive of new innovation opportunities for Steelcase. Specifically, the project will focus on how B2B channel models might develop in relation to past and future trends, especially as it concerns stakeholder needs of Steelcase’s core contract furniture business.
goal: Create a shift in channel perception, strength, value and visibility to expand national and global client accounts.
E FIT DAY
THE FIT PROPOSED
1
1
Brand Reputation
Internal Values
5
2
Customer Perceptions
process
Organisational Clarity
4
3
Customer Relationships
Organisational Clarity
Brand Reputation
Internal Values
5
Customer Perceptions
2
4
3
Customer Relationships
The project explored users, processes and relationships within the steelcase B2B channel by conducting research, interviews with stakeholders and through design methods and frameworks. The team developed deep knowledge and insights from 2 key areas; The Channel Itself and Analogous Industries. This led to our core principles and our suggested directions. Tools Utilized
current state
future goal
primary research
SWOT analysis
value web diagrams
client engagements
insight matrix
trend analysis
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CHANNEL STRATEGY / INSTITUTE OF DESIGN DESIGN PLANNING CLASS / KUMAR / FALL 09
COM PRIVA VATE TE LABEL ww te. co c com om
Companies are creating product packages which influence and foster purchase intent enabling specialized offerings for a wider audience
CompaniesAdve are building high vertisers IANCO N. NCO C .OM levels of brand engagement across retail networks through controlled and curated customer experiences.
Adve vertisers s
Whirlpool creates single family apartment packages, RV packages
Hot tels
key principles
HO TWIRE T .COM
Consumer
HO TELS .COM
EXPEDIA CORP
Hot tels
MSN.COM Retail Harley Davidson experience
RE REVENUE SHARE Cu
The team developed the following principles to test the strength of various aspects within the channel: •
Establish Organizational Clarity within the channel.
•
Develop a shared set of Internal Values and goals for the channel system.
•
Establish clear Customer Relationship goals that align to both the channel and the customer needs.
•
Ensure that the desired Customer Perceptions are nurtured throughout the channel.
•
Establish a consistent Brand Reputation as the industry thought leader throughout the channel
Consumer
HO TELS EXPEDIA TRAVEL TRA AVEL DESKS
Companies that increase technical proficiency within the channel sales team help deepen the value of the products and services.
Consumer
Timken degreed engineers
TRI TRIADVISOR P PADVISOR
Manufacturers are developing added value services or ancillary services to complement a core product offering to generate Adve vert isers further revenue opportunities. SEAT GURU
Timken offers ‘friction management’ consulting along with embedded pit crews
CLASSIC VACA VACATION CATION PACKAGES PACK CKAGES
Consumer
Companies are building higher levels of product knowledge and authority across the retail network to reinforce the brand’s Travel positioning.Hottels Airlines Ailines
Experien Expeien ce c ces es
Retail Cus stomers somers
Whirlpool’s certification system and in store audit. Cruise Ships
Car arRen Rental Companies
Trains
Adve vertisers
analogous insights for application to steelcase channel strategy 2. Develop a shared set of and goals for the channel system.
hannel.
National
National
likely to fail because of greater inefficiencies and “me” oriented channel members
Independent Culture
Current position is not working well
EACH FOR THEIR OWN
LEAD THROUGH LEADERSHIP
2. DIS-CONNECTED
ESTABLISH A GAME PLAN
1.
Local
4. Ensure that the desired are nurtured throughout the channel.
3. Establish clear goals that align to both the channel and
Pulling the channel to smarter and more focused structure makes goals and processes clear to everyone
Unified Culture
Testing and building at this stage sets up success at a national level.
Would probably do more to damage larger structural goals for change in the channel.
1.
Independent Culture
Individuals are important but are currently the focus of the channel rewards system
National
National
TALENT RULES
REWARD AND RECOGNITION
GIFTED INDIVIDUALS
REGIONAL CHAMPS
2.
1.
5. Establish a consistent as the industry thought leader
Establishing a clear value system for the Steelcase channel at national and local levels will benefit all in the channel while and create incentives for everyone to work at multiple levels.
Unified Culture
Building and testing incentives at a local level builds consensus for larger strategies
Local
strategic shifts developed for steelcase to achieve principle goals
This only encourages a “me” oriented culture, but could benefit larger dealers if developed correctly by Steelcase
Independent Culture
Nurture relationships but retain them for myself
The entire Steelcase channel works together to service national clients
My personal rolodex is the key to my success
We establish local customers together
This devalues the channel structure, forcing individuals to look out for themselves
Added Value A clear channel attitude towards customers will benefit Steelcase at all levels.
Unified Culture
For locally focused sales or vertically focused products this could work well.
Local
Steelcase is seen as large, but likely not well organized. This may work for regional market dealers
Independent Culture
Scale is big, but not clear who is in charge
Steelcase delivers on expectations for national accounts
Not sure of Steelcase’s capabilities
Convenient and appropriate for local clients
Customers rely on individuals not on Steelcase.
Steelcase appears and acts like a reliable, national team at every location on every job.
Unified Culture
Steelcase can deliver on local projects with one unified team
Local
The channel is promoting several different reasons why the brand is the best in an inconsistent manner.
Independent Culture
Many different opinions why they should be the best
THOUGHT LEADER
VANILLA (BLAND)
EASY AND CONVENIENT
A generic commodity with little value other than cheap price
A single strong vision about the future leads to a strong channel proposition
Unified Culture
A clear product position but with little difference from that of others in industry. Still price sensitive
Commodity
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steelcase channel strategies
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core solution In order to be both proactive and sensitive to the current landscape of the Steelcase channel, the team proposed a two part solution.
HE RO DE AL ERS
Part A: HERO-DEALER
S A LE S
IM P L E M E NTAT ION
S TE E LC ASE
DE A L E R
Structuring the sales process to support ‘best in class’ dealers streamlines the process and allows them to fully exhibit and develop the strengths that have made them Steelcase’s leading dealers.
Part B: CERTIFIED INSTALLER
S A LE S
IM P L E M E NTAT ION
Clearly dividing the roles between Steelcase and its dealers minimizes redundancies in the channel and brings control of the experience into Steelcase’s hand.
CHANNEL STRATEGY / INSTITUTE OF DESIGN DESIGN PLANNING CLASS / KUMAR / FALL 09
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CUSTOMER
STEELCASE
REGIONAL LIAISON OFFICER
CUSTOMER
tactical solutions
CUSTOMER
STEELCASE PIT CREW
DEALER
CHANNEL STRATEGY / INSTITUTE OF DESIGN DESIGN PLANNING CLASS / KUMAR / FALL 09
/ INSTITUTE OF DESIGN DESIGN PLANNING CLASS / KUMAR / FALL 09
STEELCASE PIT CREWS
Steelcase Pit Crews are appointed, on-site teams of specialized personnel. These crew members are trained to handle any discrepancies or installation issues in specific cases such as health care institutions.
These ideas represent point specific solutions that support the core solution Dealer as Installer. They are designed to work independent of implementation of a larger channel strategy.
STEELCASE
STEELCASE SALES FORCE
CLIENT
STEELCASE
ONLINE OPEN-SOURCE KNOWLEDGE BASE REGIONAL LIAISON OFFICER DEALERS
REAL WORLD SHOWROOMS
REAL WORLD SHOWROOMS
CUSTOMER
ARCHITECTURE & DESIGN FIRMS
VIRTUAL TRACKER
CHANNEL STRATEGY / INSTITUTE OF DESIGN DESIGN PLANNING CLASS / KUMAR / FALL 09
Strategic placement of branded Steelcase furniture in real world commercial spaces, such as airport lobbies and hospital waiting areas, will give Steelcase more opportunities for visibility to existing and potential clients. These “Real World Showrooms” will display Steelcase furniture systems in actively used environments. These spaces will create opportunities to showcase both Steelcase product and A&D work.
An online virtual knowledge hub for the internal Steelcase channel network that collects and maintains data about specific clients and particular situations. To better their customer pitch and on-going maintenance activities, the Virtual Tracker would enable all network touch points to record and access data about important customer profiles, needs and concerns.
Open Source Agents are individuals that have passed a Steelcase sales training program and are certified to sell product. They could work out of their homes and rely on the local Steelcase Real World Showrooms to showcase Steelcase product to their potential clients. Once they sell to a customer, the project is handed to the Installer for implementation. This process provides a low-cost sales force selling Steelcase furniture to anyone willing to invest their time. Each market would have a maximum number allowed of agents to minimize competition.
OPEN SOURCE AGENTS
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st. joe, welcome home center
goal:
The St. Joe Company, Florida ESI Design, 2005-2007 Lead Designer / Manager
Create a relaxing atmosphere and relieve the anxiety associated with buying a new home.
project We placed both the sales and design spaces into each center in order to showcase the home buying processes and not keep them a mystery. The Studio and Living Room are utilized for community activities such as cooking demos and art opening.
role: Led the design process for the interior and touchscreen interaction points and oversaw the final design drawing and construction.
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design work by tim miller, rendering team hugh sicotte, matthew moore and carlos fierro
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infinity science center
goal:
MAST, Stennis, MS ESI Design, 2005 Lead Designer / Manager
Use the amazing scientist and engineers working at Stennis Space center as the base upon which to develop a world class exhibition for Stennis, MS in the hopes of elevating the region’s enthusiasm for learning.
I led the design process for the interior and exterior planning, the touch-screen interaction points and final design drawings.
project The activities and lessons we created focused on the local scientific expertise in deepsea submersibles, hydrology, satellite map making and rocket technology. The design of the interior space reflected NASA’s mission to explore from the depths of the ocean to the outer reaches of space by taking visitors through a journey of learning that could one minute explore deep trenches from submersibles and the next gaze into far off galaxies.
role: I led the design process for the interior and exterior planning, the touch-screen interaction points and final design drawings. watershed pachenko activity, design and sketch by tim miller
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design work by tim miller and cine ostrow, rendering team hugh sicotte and matthew moore
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universal studios, Express
goal:
Universal Studios, Creative place: design inc., 1999-2000 Lead Designer / Manager
Develop a collection of directional signage to promote the new Express ride reservation system and improve the experience of this new visitor amenity.
In partnership with The Nassal Co..
A confused visitor is an unhappy visitor and our project focused on making sure the visitor experience was clear and fun at the same time.
project Our company, place: design worked with the fabricator The Nassal Co. to design, develop, fabricate and install the new Express signage system. We designed a series of cues for each ride so that Express ticket holders experienced an fluid entry experience while also making it clear to non-Express ticket holders where the appropriate entrance was located.
role: As owner and principal of design, I led the design process for Universal Studio’s new Express ride reservation graphics and way finding system.
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college basketball experience
goal:
National Associate of Basketball Coaches, Kansas City, MO ESI Design 2006 Lead Designer / Manager
Create a way to experience college basketball from the viewpoint of the player and coaches through a hands-on learning experience.
project Our team worked with the NABC to develop 40,000 SF of interactive, hands-on basketball fun and excitement. The project includes, shooting challenges, dribbling and block-out multi-player games, computer interactive “Coaches Kiosks� and the College Basketball Hall of Fame.
role: Led the design team and process for the CBE through final design documentation. early hall of fame concept sketch, by tim miller
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finished exhibit photos, by ESI Design, photographer unknown
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How it works The key differentiator is the use of multiple data sources that currently exist (census, immigration) along with data from in-situ partners and overlaying it on data gathered from remote sensing services
some more design work
In-situ partners Current GIS Census
Remote Sensing
In-situ partners validate the information used in the heat maps as well as provide richer neighborhood information.
Data Processing
Close ties with businesses, cities and consulates will provide an additional source of information. Migration Heat Map
customized needs
City Mayors
capsula Great stories capture and share emotions. These stories are often stored within physical objects, sometimes literally as text in a book, or as memories attached to a small family heirloom. Our goal is to enable storytelling for the digital age by creating a toolkit that bridges the technological world and the physical world, helping people share their great stories. Our project will encourage communication, connection and sharing with others through the passing along of digital memories and experiences. Capsula is an adventure story telling toolkit. The tools will enable adventurers to easily assemble and catalogue their experiences through the recording of biometric feedback. The storyteller will be able to call up videos, digital photography or digital audio in real time through synchronized emotional level. Interactive Media Workshop, ID 2008
Professor Anijo Matthew Team: Anthony Leidolf, Tim Miller, Juan Salamanca Paper accepted to IASDR, Seoul, Korea
City Planners
Business Community
connections: heat-mapping ideas Connections
Please contact me if you are interested in more information about my design work.
customized needs
Ulrike Anders I Kris Angell | Paritosh Desai | Anthony Leidolf I Tim Miller I December 10, 2008
We believe that city officials lack the appropriate tools to understand the implications of population movements upon their city’s infrastructure. Our goal is to create a real-time visualization platform, similar to a heat map, locating populations and movements of migrant populations within mega cities. We intend this map to become a common framework upon which other data is layered to surface opportunities and challenges of moving populations. It will become a tool for sharing best practices among communities, cities and countries across the globe.
Design planning, ID 2008
Professor Larry Keeley Team member developing platform strategy skills
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Project Green Giant
DOGS IN THE WINDY CITY
applying concepts to scenarios system overview
19
design
Defining the Concept: Delivery Concept Detail
Manuf. of Packaging
New method of delivery incorporates all necessary components
tagging and tracking dogs
WEBSITE PLATFORM www.petconnect.us
DOG COLLAR & KITS
MOBILE APPLICATION
Delivery Packaging
Order
Most steps are green and all are improved
accessing the support system anytime, anywhere
Carry Container
Restaurant
Food Prep
Packaging Storage Recycle
Manuf. of Carry Containers
Carry Container
Throw Away
Delivery Management Software
Comp Packaging Storage
providing a simple technical solution for an easy and safe home entry into your home
SECURE HOME ACCESS
I.O.U. TRACKER
Delivery Vehicle
Customer
keeping a recorded balance of reciprocal exchanges
Carry Container Fossil Fuels
ID 534
DESIGN SYNTHESIS
S.CHO T.MILLER T.SHAY
Least Green
SP 09
Most Green
M.ZENKICH
Delivery Vehicle Carry Container
dogs in the windy city
upside down chair
project green giant
Problem Statement:
In small spaces, furniture often needs to serve multiple purposes
Brief: investigate replacement of Styrofoam clamshell used in food delivery.
The UP_down chair looks to improve upon the concept of a flexible, convertable, buildable, multi-purpose stool for the Small Office / Home Office (SOHO).
Our research led us to consider system level changes that addressed the larger environmental problem from four directions:
The concept for UP_down chair usesseveral components to define its use, structure and aesthetics. Using strong sectional form with moving components the piece plays with notions of stability and comfort.
2) maintenan thermal properties of the food
How might we help urban singles maintain the routines of their dog(s)? Value Statement: Establish a support community for urban, dog owning singles. The community should help dog owning singles live a fl exible lifestyle and maintain the daily routine of their dogs for less money than the typical pay-forservice options currently available. Utilized analysis tools (concept matrix, trend analysis, scenario planning, concept scoring) to test and define opportunities. Developed a innovation strategy to better enable pet owners to participate in their dog’s lives and build a support commnuity. Design Synthesis . Analysis ID 2009
Professor John Pipino Team member developing analysis and synthesis process skills
1) the container itself 3) logistics and delivery consolidation issues 4) awareness program that will nudge mindset changes among the public. Based on our analysis we felt that solving the container problem only, even if entirely innovative, would leave unfilled opportunity gaps. If we addressed these areas we could offer a more sustainable program that involved the important and influential players in the food delivery ecosystem.
Product Design Workshop, ID 2008
Professor Dale Fahnstrom Designing, physical prototyping, 3Dmodeling
Social Entrepreneurship, ID 2009
Professor David Pistrui Team member, communications designer, strategy development
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THANK YOU
Timothy Miller
designer, planner and strategist timemiller@mac.com | http://www.timemiller.com