Aftermarket Power
frog design
Aftermarket Power
frog design
Founded by Hartmut Esslinger, who designed early Apple products, frog design is a premier design consulting firm, and was at the forefront of product design and design thinking during these years.
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I was brought in as one of frog’s only research people in the San Francisco Studio to plan, design, and execute on research on the front end of design research, to translate research insights into tangible design recommendations, and communicate the findings in beautiful presentations.
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While at frog design, I led a cross-disciplinary design team and brought many perspectives together to address the client’s need. I was the creative lead and mentor of the more junior members.
Challenge
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The client was an aftermarket power manufacturer. They needed a strategy to innovate their product line in a highly saturated market.
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The design team was not interested in trying to tackle this problem area.
Power cables are everywhere and messy
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What are the gaps that exist in the market?
What do customer's need?
Key Activities
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Designed and led the research activities
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Mentored junior members on how to conduct research
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Developed a highly innovative method of crowdsourced research, called the frogMob.
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Synthesized multiple inputs into a cohesive narrative
Methodology
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Contextual inquiry with 24 power customers across 4 cohorts
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frog Mob (received 343 pictures from 78 people in 15 countries)
Impact
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Taught client the entire process of synthesis. This gave extra credibility to the work and allowed them to better sell the results internally.
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Developed a new research tool: frog Mob Frogused the tool for multiple clients. Enabled broader rapid input from geographically dispersed participant sample
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Created throughtful frameworks of product opportunities. The client found this work very valuable because it articulated areas for current and future product development.