Harley-Davidson was seeking new business opportunities to engage millennials with the Harley-Davidson brand. Our team, through Northwestern’s Design Strategy course, was asked to identify and design those verticals using a human-centered design approach.
We initially interviewed individuals in Harley’s target demographic both internationally and domestically. Those interviewed consisted of motorcycle riders and non-riders. This allowed us to understand what type of digital experiences millennials were interested in, how they perceived Harley’s brand, and most importantly their interpretation of Harley Davidson’s brand values.
Our research found that while millennials were in tune with Harley’s brand values, they did not associate themselves with Harley’s interpretation of their own values. For example, millennials found value in a sense of Brotherhood, a core Harley Davidson value, but their interpretation of brotherhood differed greatly from Harley.
Consequently, we identified analogous companies that did fit the millennial framework of Harley’s values. Another key insight was the high barrier to engagement with the Harley-Davidson brand. The only way to engage the brand was to own a motorcycle.
However, millennials aren’t ready to dive in head first into an unfamiliar brand, particularly one with the stigma of Harley. The brands that appealed to millennials the most were the ones that allowed them to initially engage with very low commitment, expand upon that engagement, and then finally become a brand ambassador through a stepwise process.
By benchmarking against analogous companies, we realized that Harley would need a 3 part roll-out plan to maintain their own brand authenticity while seeming credible to the target demographic.
We proposed a 5-year rollout plan to Harley’s corporate strategy team consisting of short-term social media outreach and long-term digital experiences with the end-goal of a new Harley Experiences business vertical.
About the Project
As a part of Tangible Interaction and Design and Learning, groups of students re-design museum exhibits leveraging technology in an effort to create a better learning experience. Our group chose to redesign the Skyline exhibit at the Chicago Children’s Museum. We used a fiducial marker based computer vision system (Topcodes) to provide visitors with live feedback as they design their structures.
Exhibit Research & Analysis
Skylines is one of Chicago Children’s Museum’s most successful exhibits. The open-ended structure of the exhibit allows visitors to really express their creativity. Additionally, visitors are exposed to tools such as screwdrivers, nuts/bolts, and large wooden beams giving them exposure in building things with their hands.
To remedy that we used a computer vision to analyze what visitors are building in real time, and give them feedback as to how their design could be improved along with real-life examples of buildings that use similar structures These design decisions were based off academic paper’s regarding tangible learning theory that we’d read throughout the quarter (e.g. Active Prolonged Engagement).
A full write-up of the project can be found below
How can we design a safe dining experience for students with allergies?
User Research • Service/Experience Design • Product Design
, the EDI ‘17 cohort, partnered with Dr. Ruchi Gupta and her lab to research food allergy awareness on campuses.
Within that scope, our team of 3 developed a physical prototype to reduce cross-contamination in salad bars. This process entailed initial formative user interviews to define a design direction, ideating upon that design direction and finally converting that direction to a physical design.
Initially I was responsible for leading user interviews. Once our team developed insights from those user interviews, I developed the below frameworks to better visualize and understand those insights. Finally, I prototyped the final design that was presented to Dr. Gupta and her team.
After initial user interviews, we found an opportunity within dining halls. Specifically that students with allergies often have to compromise between safety and food variety at dining halls.
Within that scope, we identified salad bars as an opportunity space, since majority of issues can be solved by eliminating cross-contamination
In order to understand where our team could make an impact we mapped out the different points cross-contamination could occur. We identified a pain point at the end of the consumption chain when students use salad bars.
Based on our insights we developed design direction of elimination, not mitigation. This drew from the Japanese manufacturing philosophy of PokaYoke – where the process eliminates makes mistakes, such as cross-contamination impossible.
To further flesh out our design direction, we created a low fidelity prototype to visualize the design constraints an allergy safe salad dispenser would need to meet – namely zero-contact dispensing, a modular replacement mechanism and an air-tight lid.
Finally, we presented our work to Dr. Ruchi Gupta and her lab in which we outlined a list of design constraints salad bars should employ in order to instill confidence in students with food allergies
Through Northwestern’s Interaction Design Studio were tasked to consult companies from Northwestern’s Startup Garage on UX/UI design.
We worked with HearYe, a mobile application that is designed to help friends plan casual group outings. At the time HearYe had not launched their app yet was looking for advice on user workflows and features.
As a studio, we followed the Google Ventures Design Sprint methodology.
HearYe’s core issue was the tension around providing a platform for users to plan casual events, but events lose their casualness once they move into traditional planning platforms (Facebook, Eventbrite). Conversely, casual planning interfaces (texting, GroupMe) do not have the necessary features to facilitate event planning.
Initial Research & Insights
We spoke with college students and young professionals about how they define casual events (e.g. playing basketball, going to the local bar) and how they go about planning them.
The common tension with our users was this relationship between flakiness and co-dependency. Potential attendees have no accurate way to discern whether their friends are attending the event, so won’t commit to the events. Their friends act in a similar way leading to a lot of “Maybe Attendings” where no involved party (host or attendee) has a strong sense of the event.
Through that insight we were able to map the different scenarios of co-dependence that lead to commitment to events.
Scenario 1: Co-Dependant Mutual Attendance
Scenario 2: RSVP Change
Scenario 3: Co-Dependant One Way Absence
Scenario 4: RSVP Attendance Disconnect I
Scenario 5: RSVP Attendance Disconnect II
Prototyping & Testing
Initial testing was done paper prototypes. In earlier sprints, we presented open-ended prototypes and co-created features with our users and then tested fleshed out versions of those features in later sprints.
Through testing, we realized we can’t eliminate co-dependance in event attendance, but we can facilitate communication among co-dependant invitees in order to make for an overall more efficient process.
Since paper prototypes would not suffice for testing features that are dependant on social dynamics, we leveraged the chat platform, Slack, and had individuals plan real casual outings through those channels while our team facilitated their interactions.
Finally, we presented our designs in a digital medium that built upon the visual identity that HearYe developed.
Key takeaways include a feature to afford the minimal co-dependence communication required, features that accounted for the logistic fluidity of casual events, and these features delivered in a linguistic and visual medium that fostered the informal planning environment users needed.
How can we design a dashboard to allow users to easily track Russell Westbrook’s stats?
R • d3 • Data Analysis • Data Visualization
A triple double is when a basketball averages 10 points, rebounds, and assists. The only player to accomplish that over the course of an NBA season was Oscar Robertson, roughly 50 years ago. Russell Westbrook, currently a point guard for the Oklahoma City Thunder, has a been close to that milestone all season – a feat that has been talked about greatly in the media this year.
I wanted to create an interactive dashboard that would allow users to explore and analyze Westbrook’s historic season. This intially entailed using R to query data off NBA’s API and generate a probabilistic model for Westbrook’s chances of averaging a triple-double. From there I used Javacsript’s d3 library to deliver an information rich, interactive interface.
The project can be found here, and will continue to live update through the rest of the NBA season. A screenshot is below.
I spent the first two years out of undergrad as a Project Engineer at Pacific Die Cut Industries (PDCI) – a contract manufacturer servicing the automotive and medical industry. I started supporting engineers on medical and automotive projects and eventually became the lead engineer on medical projects.
As a Project Engineer at Pacific Die Cut Industries, I was the technical point of contact from the initial client request for quote until the client’s product was at full-scale production.
This first entailed costing out the project so the sales staff could present a quote. For larger clients, such as Stryker or Boston Scientific the focus was on developing an optimized manufacturing process based on requirements given. Conversely, with startups, I would co-develop the product with them (product drawings, material sourcing). For projects that moved forward, I would work with the production and quality assurance staff on implementing the manufacturing process. Once the process was finalized and documented, my role on the project would come to a close as production staff took on project ownership.
My workflow for the typical project can be described as such:
Step 1 - Review customer drawings, provide design feedback, and cost out the project
Step 2 - Work with operators to implement manufacturing process
Step 3 - After determining quality and manufacturing capabilities from pilot runs, formalize manufacturing protocol and start full-scale production
How can we injection mold a toy based on a 4th grader’s sketch?
Injection Molding • CNC • Design for Manufacutirng/Assembly • CAD Modeling
This project is currently in progress. I, along with 3 other students, are working designing and manufacturing a child’s toy from a 4th graders sketch. This initially entailed modeling the part. From there we created a CNC program via Nx to machine out the molds. We are currently machining out the molds to be injection molded.
My main responsibility was a subassembly of the final part – this entails modeling the part and designing the corresponding mold taking account DFMA principles.
The project started with this beautiful sketch by Anna, Keyon and Mack – three 4th graders at a local elementary school.
Based on their drawing, we modeled the above cupcake. It has three distinct parts – the candle, the frosting & the base.
Before modeling the molds, we 3-D printed our part to visualize and verify it.
After verifying out CAD models CNC molds were created.
Finally the parts were injection molded
How can we design an interaction to prepare patients for Post Operative Cognitive Dysfunction?
User Research • Interaction Design • Service Design
This past Fall I participated in IDI’s (Integrated Design Innovation) 24-hour design challenge. IDI is a collective of design students from Northwestern, MIT, Carnegie Mellon, and UPenn. Over 24 hours I, and a group of 4 other students, were tasked with designing a solution to prepare post-surgery patients to the threat of Post Operative Cognitive Dysfunction (POCD). Based on the research our team proposed Doc Dougie, a chatbot that provides caregivers the necessary tools to recognize POCD.
The main focus of the competition was design research and interaction design. The interaction design went through two quick iterations from a paper-prototype to the looks-like prototype showcased in this video. The design research entailed user interviews, environment walkthroughs and secondary research.
Though the competition was short (24 hours), teams went through all the steps of the design process.
Initially our team scoured secondary resources to really understand POCD. Once we developed a better background in regards POCD, we interviewed patients, caregivers and medical professionals to get a deeper, contextual understanding of the problems POCD patients face. Having gained a better understanding of those issues, we did literal walk through of the out-patient process to understand the different user touchpoints.
Synthesizing our research we developed a basic paper prototype (below) to illustrate the type of interaction we wanted to user to have.
Finally, we fleshed out that prototype via the below chatbot, as illustrated by the video below.
Overall, Doc Dougie provides an interface that gives caregivers the instant, personal feedback and assurance they need when taking care of their loved ones