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In this installment of The Power of PreViz, Dane Howard meets with the leaders of One & Co, an industrial design firm that creates products from touch phones to sporting goods and furniture, and asks them to share their insights and expertise in previsualizing, or visually planning, successful design concepts. Discover how they use previsualization techniques to form new ideas, establish a vision for projects, and see them to market. Principal Jonah Becker also shares their process for researching the market, the competition, and other aspects that inform a product's design, and how this information, along with the deliverables from each stage of the design phase, combine to create a compelling story for clients and consumers.
This course was created and produced by Dane Howard. lynda.com is honored to host this content in our library.
(music playing) Jonah Becker: So one PreViz technique that we used in the concept phase of a project we had, I would say is not a typical process. I think creating personas in the target customers is very typical for industrial design. You want to know who you're designing for. We took the personas and actually printed them out full size, so they have these faces. So if you were criticizing a boot that was targeted for 13-20 year old women, you had to put this up in front of your face so that you sort of got into that persona, so that you are critiquing it appropriately, so that you couldn't say like, well, I don't like the pink stripes, because you're a 43-year-old product manager.
It doesn't matter whether you like it, we're trying to build your brand in a way that you're appealing to all these different customers that you agreed are the appropriate customer targets. And interestingly enough, what we found is they ended up using these same tools with their retailers because they would go into a sporting goods shop and they would find oh, here is the older guy who's running this shop and he would look at something and say I don't know if I really like that, and then they would hold these up and say, well, now you are this person, this is the customer that just walked into your store, now what do you think of this? And it totally shifted the context from which they would evaluate the product.
When we were working with Microsoft on another project, which was not the Arc Keyboard, but the Arc Mouse which was sort of very innovative mobile mouse, it had this-- it used actually a cell phone hinge to close. So that it could compact down into very small space for mobility and so we had this whole approach where we wanted to think about this product, not as a computer peripheral, but as a lifestyle accessory. So similarly, you stop in a cafe to do some work, you bring out your mouse that is a little bit more equivalent to like the watch you're wearing or the sunglasses that you set down on the table and not like this little or mini ergonomic desktop mouse that's supposed to match to the laptop you have.
So obviously when you get into that execution phase, and we're in production and looking at how we really sell this story through, we used color to really expand and build upon that initial goal. We didn't say like, oh, and here is a black one and maybe here's someone who is more playful one and is a little bit blue. We presented them as lines of 5-6 colors, and I think what happened is that built a lot of excitement with Microsoft's marketing team. And in the end it was launched in all of those colors, not just one or two colors, but in six colors.
So I think that's one case where it was really successful to be able to use that PreViz technique in that later phase.
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