industrial design : fall 2011alex broerman

university of cincinnati College of Design, Architecture, Art and Planning Industrial Design (undergraduate; design track) expected graduation 2012 gpa: 3.9

carmel high school 2007 Carmel, IN

iterative problem solving; sketching & rendering; research; design visualization; surface, solid and polygonal modeling; mechanical design; illustration & graphic design

Photoshop Alias Solidworks 3ds maxIllustrator Rhino Inventor Cinema 4DAfter Effects V-Ray rendererInDesign HypershotPainter

Wacom Cintiq & Intuos products

s k i l l s

e d u c a t i o n

ethicon endo-surgery, inc. medical design ID/human factors co-op spring & fall 2009

2010 idea award Bronze Award Winner Student Category

Industrial Designers Society of America

cincinnati innovates 2010 Finalist LPK Design and Branding Award

eagle scout rankfour autodesk visualization awards for excellence in modeling, animation and rendering using Autodesk 3ds max (3 regional, 1 national; ‘05-’06)

Available upon request.

e x p e r i e n c e

jack rouse associates experience design consultancy ID co-op spring 2010

r e c o g n i t i o n

r e f e r e n c e s

i n d u s t r i a l d e s i g nalex broerman

( 513) 373-5093abroerman @ gmail.com

teams design product design consultancy ID co-op fall 2010

continuum design & innovation consultancy product design internship spring 2011

high-responsibility position. selected client work includedPepsiCo, Herman Miller, Preserve, New Balance, & American Express

making

cycling

funcool

practical effortless.

g r o u p p r o j e c t

Finalist LPK Design and Branding Award

cincinnati innovates awards

broerman 2011

America’s market for electric bicycles is still open for disruptive competition.

Where are American e-bike manufacturers going wrong?

electric bicycles (e-bikes) have the potential to redefine personal transportation. By kicking in electric power when desired, what used to be a purely recreational activity for most could change the way we commute.

For China, it already has.

2008 2009 2010

25,000,000

350,000

21,000,000

220,000170,000

1,200,000C h i n aE u r o p eU S

worldwide electric bike sales 2008-2010 a p p r o x .

800,000550,000

broerman 2011

Initial response to e-bike technology was generally positive, though a number of restrictions prevented unfamiliar users from going out and purchasing their own.

“Maybe take the fear factor out of it somehow. People feel more comfortable with their feet on the ground.”

“I like it, but i’m scared of it go-ing too fast.”

“Most bike stores don’t carry e-bikesbecause of a lack in demand.”

lack of comfort & ergonomic consideration

“Does e-bike mean it has GPS?”

unintuitive controlvague, confusing terminology poor marketing

an e-what?! ”‘‘early research made it clear that the majority of americans are unfamiliar with the concept of an electric bicycle.

broerman 2011

effortless user interaction

low

visual complexity intimidates casual con-sumers and does a poor job communicating

the true value of the system

lack of identity

mechanical complexity

eminently practical, perhaps to a fault. Mass-market appeal

becomes secondary

uncool factor

rather than selling a product,these brands market the positive

lifestyles associated with them

aspirational lifestyles

simple, harmonious forms

p e r c e i v e d v a l u e : c o s t ratio

fashion

savvy

safety and ergonomic considerations are invaluable for products that are

used daily

ergonomics

We learned quickly that the vast majority of American consumers have an extremely low perception of the value of current e-bikes. Finding out why was critical if we hoped to improve

the power of a brand.

$ 1,199rayos ebike

$ 1,850giant twist freedom

$ 1,099iZip cruiser

nearly indistinguishable from the common bicycle, the consumer has no indication of added value

practical and stylish

high

broerman 2011

design requirements :distance product from current bike and e-bike marketreduce rider intimidationincrease perceived value

reductive aesthetic

tricycle? quad?unique silhouettes

taillights clearly communi-cate bike’s electric power

broerman 2011

final conceptswere chosen to each represent a certain set of ideals to more accurately determine the wishes of the end user

agilityportabilitysecurity

concept a

optional side storageagilityportability

concept c

cargo transportationhigh road presencestability

concept b

integrated u-lock

trunk storage

side panniers

the lightweight the transporter the hybrid

broerman 2011

quantitative validationreturning to our interviewees with a surveyand carefully cataloguing their choices allowed us to gain a deeper under-standing of what users believe they value in vehicle.

concepts C and A fared the best. how can we combine the best attributes of these two ideas?

qualitative validationwhat do users truly need in a transportation vehicle?Just looking at raw data isn’t enough to discover the hidden needs of users. Our quantitative survey was augmented with conversations and field obser-vations to understand the reasons why they chose what concepts they did.

broerman 2011

distinctive silhouette

storage options

aerodynamically inspired cross-sections

gentler forms

...butstill too aggressive

rapid-fire design charrette preliminary sketch model final surface model

refinementcombining the positives.Intense sketching and sketch-modeling sessions ensured the final design suc-cessfully translated the elements that resonate with our sample consumers.

broerman 2011

rapid prototypingCNC milling was employed to achieve the forms that theoretically would be stamped, welded aluminum

broerman 2011

P R I M A R Y C O LO R S

H E A D L I N E C O P Y GOTHAM-MEDIUMPrint: Avg. size 16-20 pt

HEX#: 231F20 HEX#: FEDF1F HEX#: FFFFFF

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean a sem nibh. Vestibulum sit amet libero orci. Phasellus ut dolor augue. Donec non aliquam erat. Vestibulum vestibu-lum pretium dolor, id convallis nibh elementum nec. Sed justo odio, pretium non accum-san in, sagittis ut arcu. Proin at rutrum nunc. Sed sodales venenatis felis, ut ornare ipsum tincidunt eget. Maecenas orci nisl, luctus eu porttitor vel, elementum sed urna. Aliquam quis justo sed diam varius suscipit.

Etiam id dui nibh. Aliquam erat volutpat. Praesent lacinia egestas dapibus. Praesent massa ipsum, consectetur ut placerat vitae, dapibus et nunc. Integer elementum dictum purus molestie eleifend. Praesent scelerisque velit quis sem lobortis facilisis. Proin elementum fermentum leo. Praesent dictum elit at justo tincidunt eget interdum ante tincidunt. Aenean fermentum aliquam purus at suscipit. Maecenas scelerisque malesuada lacus, et pulvinar risus faucibus nec. Duis sed lectus nulla. Donec sagittis sem sed libero venenatis vel rhoncus ipsum facilisis. Nam venenatis ipsum ut nulla consectetur fringilla. Aenean

ONCYCLE

ABCDEFGHIJKLMNOPQRSabcdefghijklmnopqrstuvwxyz12345678910$%&()””

S U B H E A D C O P Y

Header

MERCURY- TEXT G1 ROMAN

EXAMPLE

Print: Avg. size 8-12 Pt ABCDEFGHIJKLMNOPQRSabcdefghijklmnopqrstuvwxyz12345678910$%&()””

meet the

It’s everything an e-bike is - and isn’t.

conveys electric nature of bicycle and adds element of excitement missing from most other e-bikes

illuminated bottom bracket

broerman 2011

unintimidating.

e-ink display shows miles remaining and a simple

charge-remaining bar

battery metertap icon to turn on

headlights

push down with thumbor twist with wrist to engage electric-assist

thumb throttle

left: on;right: open battery compartment

key start

broerman 2011

integrated storage.

lockable, removable side-storage panniers ensure safe transit for your books, tablet, netbook...

side panniers

versatile bike rack can fit third-party bags or humble

bungee cords

bike rack

broerman 2011

easily replace rear tire

rear dropout

effortless security.

don’t worry about lugging around the front wheel when you lock up your bike

front dropout lock

integrated u-lock / rack

doubles as bike lock

broerman 2011

mock magazine advertisements were created to present the OnCycle as a lifestyle product

savvy.

two-week concept project

bringing the delihome.

poor visibilitysliced meat falls out of sight

inconvenientwide footprint & extremely heavy

unsafeexposed blade

look familiar? the basic architecture of mostmeat slicers has remained unchanged for decades.

unsanitarycomplex, tight surfacesare difficult to clean

broerman 2011

a: not many people. even if it is beautiful.The slivr’s simple geometry folds to take up less space in the cabinet, and sits upright to take up less space on the countertop.

Because not everyone wants a meat slicer to be the centerpiece of their kitchen.

Q: Who keeps a meat slicer on their counter all the time?

broerman 2011

painless.

flat surfaces separate for simple cleaning

sliced meat is presented helpfully to the user

guard protects blade (and fingers!) when not in use

thickness selection

’10save a life?

could it save your medical license?

prevent a lawsuit?

broerman 2011

$

97%

average cost of malpractice settlement for an injury during gallbladder removal

64%

of all malpractice claims originating from minimally-invasive surgeries

63,520 .00

visual perception illusions account for

of all gallbladder removal injuries.

these gallbladder removal injuries account for

11:39 a.m. A routine gallbladder removal has just gotten complicated.bile is leaking into the patient’s body cavity, and stopping the flow is critical to their survival. Though it’s an uncommon mistake, the fallout from such a disaster significantly jeopardizes patient health, time, and money.

broerman 2011

What went wrong?the surgeon severed the common bile duct instead of the cystic duct,causing bile to leak into the patient’s body cavity. This is the most common form of injury during gallbladder removal procedures.

how can we improve the surgeon’s view of the surgical site?common bile duct ...danger if injured.

cut here. cystic duct

broerman 2011

4D ultrasound has revolutionized how we see pregnancies.can it do the same for surgery ?The technology is technically feasible for such an application, but would require more man-power than most operating rooms can afford to spare.

traditional 2d ultrasounddisplays only one “slice of data at a time

4d ultrasoundstacks 2D slices into a full 3D volume.

The resulting digital re-creation is brought into real-time (4D) by application of the Doppler effect to capture move-ment, similar to weather radar systems

how can we turn this novelty into a viable method of surgical observation?

broerman 2011

ANCHOR TO RAILS OF OPERATING TABLE ?

ULTRASOUND G EL PAD S - NO MESS

QUICK - RELEASE ADJUSTMENT MECHANISMS

design objective:

WEARABLE ?

In an ideal world, a dedicated nurse would handle this task.Unfortunately, little room or labor can be spared in the modern operating room.

delegate ultrasound probe duty to an automated device

how can we mechanically replicate this action?

broerman 2011

CAPACITIVE BUTTONS PREVENT UNINTENTIONAL ACTIVATION

HOOD ALLOWS ACCESS TO CONTROLS AND MECHANISM

underlying components were engineered in Solidworks then used as an underlay to ensure appropriate dimensions

internal components

broerman 2011

operating table

ultrasound probe

rides on rails that automate the back-and-forth motion required for accurate ultrasound imaging

introducing the first fully-automated 4d ultrasound device intended for surgical use.

power cord

rail handles are a standard feature on op-erating tables and thus are the best option

for securing the device

torque knob

broerman 2011

2

4

1

3 5

1 ultrasound probe2 probe truck (slides along guide rails)3 drive motor4 ultrasound gel pad5 clamp bars for adjustment

device sits along patient’s right side

>> see the video for a step-by-step use video, clarifying animations, and more!

the clean freakdemands more than cleanliness;

precision, efficiency and order drive his work, his space, and his tools.

now meet his vaccuum

the clean freak

broerman 2011

I just got tired of all the weak cordless vacs I had bought in the past.”

Currently, very few options exist for consumers fed up with traditional “dustbusters.” Dysons offer improved functionality but at a sharply increased price, while products like the Dewalt Wet/Dry Portable Vac (shown) remain mostly undesigned.

‘‘

“tilting it towards the floor is not easy... the handle is in an awkward spot.”

“the size of the tank is too small.”

competitor analysisfrom user feedback

“[the vent] will blow sawdust away from where you’re trying to work.”

interchangeable batteries fit all cordless Festool products

lime green controls

“speed stripe”

brand focus

broerman 2011

internal component study

It’s not about looks. To truly integrate into the FESTOOL brand line, the product must encapsulate the brand’s essence: efficiency, quality, functionality and intuitive use

how can we simplify the tank cleaning process?

broerman 2011

Let’s be honest: they probably won’t read the directions.The final direction was chosen for its large tank that clearly communicates its location and method of action. As the user must squeeze both side buttons to open the tank, the mechanism requires that the user has a firm grip on the tank, reducing the likelihood of a spill

broerman 2011

C L E A N T E C M I C R O

can be placed in dishwasher for easy cleaning& allows for easy filter replacement

easy-clean tank

broerman 2011

2

4

1

3

5

1 intake2 tank deposit

3 filtration

4

airflow

5 venting

vacuum fan

power switch

battery

considered inside and out.

b r o e r m a n 2 0 1 1

thanks for viewing!