PD+I 2015 will take place at the America Square Conference Centre, in Tower Hill, London.
View a selection of the photos and videos from PD+I.
Conference Chair: Chris Lefteri, Chris Lefteri Design Ltd.
Day one- 20th of May 2015
8.30 Registration and refreshments
9.20 Welcome by David Eldridge, Crain Communications
9.30 The barista approach – Silicon Valley’s secret to create a better user experience
- Multidisciplinary approach from Silicon Valley
- User centred and brand relevant mentality
- Delivering comprehensive and cohesive user experience
- Thoroughness of the design and user appreciation
Benjamin Chia, Chief Creative Officer/Partner, elemental8
9.50 Rule-busting principles to innovate and flourish
It is a true art form to consistently create breakthrough products in our ever-increasing crowded and noisy marketplace. Dan will discuss how he and his Whipsaw team do this, and reveal the underlying rule-busting principles that allow meaningful innovation to flourish. He will also share insights about technology and how design is shaping and influencing its mainstream adoption more than ever before.
Dan Harden, President/CEO/Principal Designer, Whipsaw Inc
10.10 Fuelling Ambition
As design becomes more central and shared by people everywhere, how does the designer stay ahead? How do we balance the ability to measure everything with clarity of leadership and the importance of distinction and creativity in work for our clients? Brian will explore how building the compelling central story gels the team and establishes clear criteria for success.
Using this thinking he will show how his team are creating new approaches to physical interaction that takes us away from the touch screen to a more tactile and resonant experience.
Brian Stephens, Co-founder & CEO, Design Partners
10.30 Designers: From inventors to Entrepreneurs
As society and industry evolved, over the past few decades designers have been able to elevate their role from “idea creators” to “value generators”. Today, they occupy decision-making positions in successful global corporations – they are the driving force behind products, services and experiences we all love. Yet relatively few designers have moved to the next level and established their own company. Why?
What business skills and attitudes can they develop in order to stop working at the will of someone else's vision and become entrepreneurs? In this talk, Paolo shares his insights on how designers can reinvent themselves and start doing what they really love doing. And on why they possibly have better chances of success than anyone else.
Paolo Lorini, Owner, Paolo Lorini Studio
10.50 Design for Local
Local industry is not dead.
While a lot of traditional manufacturing has move offshore, you can still find every kind of manufacture with the talent and skills to back them. But offshore options are usually cheaper and local manufacturers find competing on a global scale is a losing battle.
It is time for us to make a change. Rather than continuing to perpetuate the problem, industrial designers have the ability to make a difference.
‘Design For Local’ involves making strategic design choices that give the local manufacturer the advantage. We can actually design a product to be better for local manufacture than for producing abroad. The timing has never been better - we can leverage the activity in the Maker movement, mass customization, individualism, hardware entrepreneurship and digital hardware.
Paul will show examples of recent activity in this area, and explain some of the strategies designers can employ. Maybe we can help turn this groundswell into a full blown movement.
Paul Hatch, IDSA, President, TEAMS Design
11.10 Networking break
11.40 Design for Product Leadership in Medical Devices
Invibio are evolving from a material supplier to a product leadership model, and are using design thinking and innovation to drive that change. By bringing the design function in house, we have the opportunity to write our own design philosophy and to build a cohesive team with a clear approach to Design. From there, we can work to produce disruptive and future defining medical devices, that improve the lives of the patients by delivering on their unmet needs.
Drew Kendrick, Design Engineer, Invibio Ltd
12.00 Design DNA; creating objects people want to pick up
Tej will talk about design DNA and balancing customer brand design language to deliver enhanced propositions that deliver commercial success. Tej will use examples from their portfolio, including the new Hudl 2 tablet.
Tej Chauhan, Creative Director, Chauhan Studio
12.20 The latest trends and consumer preferences in smartphone and tablet cases
- How does the Millennial generation differ from others regarding tablet and smartphone case preferences?
- Do consumers prefer transparent or opaque cases?
- Which colours are preferred on mobile accessories?
- Are thicker smartphone cases what is in demand right now, or are thinner, sleeker cases more in fashion?
- What materials are in demand at this time in smartphone case and tablets?
John Voyce, Business Development Manager, PolyOne Corporation
2.00 Mono: purity of purpose, design and realization
- The concept and ideation – how the idea was born.
- The challenges of being bold – the difficulty of not conforming.
- The results, response, reaction – the reaction from press and public.
- The customer appreciation - for a BESPOKE PURIST'S SUPERCAR that taps into the soul.
- The future - maintain the spirit, BAC's design and technology leadership, etc
Ian Briggs, BAC co-founder and Director of Design, BAC Mono/Briggs Automotive
2.20 The art of data driven design
Duncan Bradley will talk about designing intelligent products in a high performance organization like McLaren that lives in one of the fastest moving and technologically progressive industries in the world.
Duncan Bradley, Head of High Performance Design Facility, McLaren Technology Centre
2.40 Williams: Technology Ventures
Matthew Burke, Head of Technology Ventures, Williams Advanced Engineering
3.00 Networking break
3.30 Products, places and people
During this session, Ben Orson will explore how a body of work that spans a range of product types and aspirations is bound together by a common body of understanding and a simple focus on delivering the best possible experience for the traveller.
He discusses what the future holds for travel, the trends that will shape the journeys of tomorrow and ways in which the travel experience can become more relevant and pleasurable for today's connected consumers.
Ben Orson, Managing Director, JPA Design
3.50 Levelling the Playing Field
Air travel often hinders athletic performance—especially when travelling across time zones. In this session, Philipp Steiner, Creative Director at TEAGUE, will present the Athlete’s Plane—a custom airplane interior created in collaboration with Nike to help preserve peak performance and 'level the playing field' for travelling teams.
Philipp Stenier, Creative Director, TEAGUE
4.10 A better experience, up in the air. Product strategy and cabin design
When Iberia, Spain’s flagship carrier, decided to updating its current long haul fleet, Mormedi was brought in to help define the look and feel for the associated new cabins Airbus 330 and Airbus 340 aircrafts. Mormedi started out with a complete audit of the current Iberia brand and experience through a series of investigations that included ethnographic research on Iberia economy and business experience including pre- and post-flight. Based on the insights of this analysis and after benchmarking competitors and an in depth analysis of available seat products on the market several product strategy scenarios were defined and then evaluated with the goal to come up with a solution that would provide the perfect balance between maximum efficiency and passenger experience value. Mormedi developed the monuments and seats of the business and economy class cabins. The challenge was to create an elegant, modern and functional design that would fulfill all ergonomic, maintenance and technical requirements. The final product improves business class user experience, comfort and privacy and reduces passengers’ density thanks to a cutting edge design. Also, economy class was improved gaining comfort and having personal leisure systems.
Jaime Moreno, CEO & Creative Director, Mormedi
4.30 How can we make hardware exciting again?
With global smartphone shipments reaching one billion in 2014, at first glance this question might seem irrelevant. But currently I would argue that software is the main driver of innovation in the consumer electronics industry, through new platforms, cloud integration, apps and services, to name just a few examples.
I would like to discuss how product designers can regain the initiative through creative application of materials and manufacturing processes, making technology more accessible and providing richer interactive experiences for consumers.
Daniel Liden, Design Manager, Lenovo
4.50 The impact knowledge work automation on the future of design
According to McKinsey & Company knowledge work automation is “the use of computers to perform tasks that rely on complex analyses, subtle judgments, and creative problem solving. These capabilities not only extend computing into new realms, but also create new relationships between knowledge workers and machines.” As design and technology converge, designers who embrace this automation can enhance, rather than diminish, the creative process.
David Atkinson, Head of Design and Commercial Products, The Foundry
5.10 More Than a Product….
Today, the focus of design has shifted from designing standalone products to designing more holistic service experiences. Many products today are digital, and the way we interact with digital technology is typically via a screen. This requires designers to not only think about designing the product but also the on-screen digital experience – and they need to do both simultaneously. In this talk, Heather Martin will discuss how designers should think about designing a product, service and ecosystem from a holistic point of view to be successful. This means product, service, interaction and visual designers working together to collaborate, come up with solutions, and think beyond products to create truly meaningful and memorable experiences for companies and consumers alike.
Heather Martin, Vice President of Design, Smart Design
5.40 End of day one and networking drinks reception
8.15 Registrations and refreshments
8.45 Welcome by David Eldridge, Crain Communications
9.00 Wearables: In search of the mass use case
As wearable tech tips over the peak of the hype curve, Kevin will look at what it will take to drive it into the mainstream.
Kevin McCullagh, Founder, Plan
9.30 'User informed objects’ a shift in the order of use
Consumers can now connect directly to designers. It is a shift from consumer to user to partner. We are designing 3D interactive products to be ‘Open’ or ‘Unlocked’ for user co-designing online. The user is in the center of what we do. It is about the notion of ‘In Touch’ and how can we stay ‘In Touch’ with our user communities. Using 3D algorithms and personal data streams, we can now capture user behavior patterns and ergonomic characteristics. Over time we can study our users and propose better products and services with enhanced performance and better fit.
'Open within boundaries' the Digital Forming technology.
Introducing the notion of 'Open within boundaries' and the Digital Forming technology, a novel two sided 3D communication platform whereby the designer designs both the product and its 3D user experience as an integral and essential part of the product design process. An embeddable interactive file is then presented to the user with its own predesigned boundaries and freedoms, defining the user co designing experience.
‘We should own less but with more value’ - ’Things we own need to perform better for us’
Assa Ashauch, Co founder, director, Assa Studio ltd & Digital Forming ltd
10.00 Design is a super-power: How design can hasten the move to a circular economy
Circular economy, blah, blah, blah, sharing economy, blah, blah, sustainability, blah. What does all this mean? Why does it matter and why should you care? This presentation will outline why design is at the heart of the Circular Economy, and how Scotland is leading the way on this.
We also show how design could just save the planet; how you’ve got harm in your pocket; and how we can use innovation to sort things out. We will outline a few of these concepts and then look at how design can be used to solve a few problems.
Maurice Golden, Zero Waste Scotland
Mark Shayler, RSA The Great Recovery
10.30 Networking break
11.00 Designing Designers: How can we enhance our upcoming talent?
This talk will examine the way that industrial design is taught in schools and colleges. It will question how we could better improve students’ skills and experiences, ultimately recruiting higher calibre candidates into the design industry.
Wendy Howard, Twig Design
11.20 Employment for Graduates:Young Designers Panel
Thomas Hamilton, Consultant - Technical Design, PDD group Ltd
Craig Tomkins, MA Service Design student, Royal College of Art
Elena Dieckmann, Designer & Operations Manager, BRUISE
Sit-Skiing, Wheelchair Basketball and Ice Sledge Hockey are fast paced, high-performance, high adrenaline sports. But they don’t come without their risks. Paraplegic athletes often struggle with undiagnosed injuries in the parts of their body with reduced sensation. Consequently, injuries may be left untreated and develop into performance-hindering or even life-threatening conditions. BRUISE is a smart injury detection suit, which uses a recyclable pressure-sensitive film to indicate the severity of injuries.
BRUISE began as a student project at Imperial College and the Royal College of Art. Even though BRUISE is a niche-product, we experienced a huge demand and interest- not only from paraplegic athletes, but also from diabetes patients, nursing homes and hospitals. At the moment we are exploring funding options and further developing the prototypes.
12.20 Supporting communication and understanding during product development: There’s an app for that!
This session will launch to the UK industrial design community an app-based design tool that has been developed to support communication and understanding during product development. The iD Cards app uses validated data to identify 32 types of Sketch, Drawing, Model and Prototype; when they are used and for what types of information. Already adopted by the Industrial Designers Society of America (IDSA) for use within and beyond the profession, the iD Cards app is proving to be an effective means of demystifying the language and tools of design.
Mark Evans, Reader in Industrial Design, Loughborough Design School
12.40 SOLIDWORKS industrial design overview
An introduction to the highly anticipated, SOLIDWORKS Industrial Designer. The latest release from SOLIDWORKS based on the 3DEXPERIENCE platform, developed specifically for the industrial design community.
Marcus Olsson, Territory Technical Manager, SOLIDWORKS INDUSTRIAL DESIGN
2.00 Once upon a time…
A short allegory on storytelling in design and it’s power to create emotional engagement with consumers.
Katie Raath, Global Creative Director, Bacardi Global Brands
2.20 Future Service
Casting a future-focused lens across the travel and hospitality sectors, Mandy Saven will unpack today's hyper-personalised, fluid and tech-fulled service landscape. Within this framework, she will spotlight a new cohort of service ambassadors that are redefining concierge culture and present best-practice technologies that are adding information- and entertainment-driven layers to the service experience. This presentation covers hotel, travel, restaurant, spa and wellness settings, drawing together pivotal commonalities that will reshape the industry.
Mandy Saven, Head of Food, Beverage & Hospitality, Stylus
2.40 Ensuring design matches with user experience - don't forget the consumer
- the old normal vs. the new normal in consumer immersion
- the importance of consumer immersion in understanding user experience
- how user experience can shape the innovation process
Alistair Vince, Chief Tinkerer, Watch Me Think
3.00 FMCG Sensorial design with a sharp business edge?
In an increasingly saturated and undifferentiated FMCG marketplace, Brands are always looking at new ways to stand out from their imitable crowd.
Consumer based insight has been a focus of FMCG product and packaging development for a long time, looking for undiscovered nuggets which create a compelling point of difference, but how can we pre-empt the consumer’s desires in ways that they haven’t yet comprehended? Deliver an innate brand amplification at every stage of the consumer journey and brand experience?
Sensorial design and associated semiotic studies are being utilised and leveraged through designs, but at what compromise? Can consumers recognise a pack or product sensorial benefit at fixture and is that compelling enough to make them purchase a product and potentially pay a higher price point on a fixture of price promotions? Does this drive an emotional connection to the brand and on what level?
To what degree is the goal of a truly holistic design achievable, and how do we define, rationalise and validate the opportunities within that consumer journey?
Merle Hall, Client Services Director, Kinneir Dufort
3.20 Insight – Meeting the needs of the consumer
GCS is a global leader in the design and manufacture of closures for many of the Worlds FMCG companies. This presentation will give you an insight into the creative techniques used at GCS to develop new packaging that is designed to meet the needs of the consumer. These are generic techniques that can be used in many other design and innovation sectors. The presentation will culminate with a case study of a product that we all familiar with.
Derek Hindle, Global Innovations Director, Global Closure Systems
3.40 Networking break
4.10 3D printing – how to avoid the intellectual property rights pitfalls
3D printing technology is transforming the way in which we make products by bringing manufacturing capability to smaller businesses and into the home. While the possibilities are exciting, the public and trade alike are still getting to grips with the IP challenges. This talk will cover:
- A guide to the IP rights which affect 3D printing
- IP protection available for 3D products and how they might be infringed by the use of 3D printing
- The IP implications of 3D printing file-sharing
- Examples of patents which have been granted covering 3D printing technology
- How to avoid infringing third party patent rights and ensure your own innovations are patent-protected
- How designers and businesses can engage with the IP system to ensure it is fit for the new era
Arty Rajendra, Specialist IP Litigator, Rouse
4.30 Industrial design and fashion accessories
Methodology and practice of Max Steffen - Office for Industrial Design and Fashion Accessories. On the basis of clients related projects Max is going to focus on the difference between function and emotion in the design process.
Max Steffen, Founder - Office for Industrial Design & Fashion Accessories, Max Steffen
4.50 Art v science: The evolution of performance swimwear
Exploring the tension between the traditional artisan approach to garment creation and the science of moving faster in water. Achieving a healthy balance of the two is one of Speedo’s big challenges, but ultimately it is this combination that gives competitive swimmers the psychological and physical edge that they need.
Ben Hardman, Engineering Manager, Speedo Aqualab
5.10 David Eldridge closing remarks and conference close
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