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This portfolio presented to you by

F. Alexander Smith

Industrial Designer. Solution- Driven Design Thinker.Fall 2011

I DESIGN THINKING

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/SOLUTIONS/SYSTEMS

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Where Analytical and Creative Thinking Converge.

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Twisted Logic

Savannah Urban Furnishings

Hospice Savannah

DELL Collegiate Market

Project Title Page #

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Contents

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Using a fellow graduate student’s thesis to inspire our project brief, our professor instructed the class to develop a concept for a wind turbine that could be theoretically purchased at a “big box” home improvement store.

By separating into groups of three, the class embarked on tackling these key issues:

Issues of Perception

Issues of Efficiency

Issues of Scale

Twisted Logic

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Can a design be powerful enough to alter perception and encourage adoption? ?

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Location

Verticle Axis Wind Turbine (VAWT)

VAWT systems presented a significant design advantage for slower-wind speeds for the following reasons:

1. Flexibility in Positioning, Styling, and Adaptation

2. Ease of Assembly

Tybee Island,Georgia

Tybee presented the most convincing case for wind-power adoption.

Average wind speeds on the coast of Tybee range from 10 to 15 mph throughout the year.

Wind-Speed Evaluation

We visited the Tybee Island coast to establish a realistic location for early adaptation

What’s best for Residential?

Many DIY kits are currently available for at home construction, how might we break into this market?

Listening to Potential Stakeholders

Mr. Wolff, an active member of the Tybee Island City Council, informed us of the progressive strides and struggles he faces in taking Tybee “off the grid”

Poor Preception

Some community members complained of obstructed views, noise, and shadow casting

Market Research & Ethnographic Study

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Perceptual Fluency

Current rooftop mounted and standalone accessories are not viewed as distracting or offensive

Functioning Sculpture

An example of some of the initial thinking involved taking what existed in the market and tweaking the design for aesthetic appeal

Wind Tunnels

Using basic knowledge of the wind tunnelling effect felt in breezeways or alleyways, our thinking shifted towards manipulating wind direction

Ideation

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Using Fluid Dynamics, The Dyson Air Multiplier forces air through a specific annular aperture and over a 16° air-foil shaped ramp. The air is entrapped and then “induced” at approximately 15 times the initial force.

Dyson Air Multiplier (TM)

James Dyson’s latest “bladeless” fan uses a specific design to manipulate the flow and force of air in a specific direction

Our Concept Solution

We took the shape of the cross-section of the Dyson fan and rotated it 360° and then “sandwiched” the rotating blades at the center to increase performance

Innovation Through Exploration

Inspiration

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360°

Cross-Section of Airfoil shape mirrored

Airfoil-shaped Ramp

Blades rotate within the wind tunnel created by outer shell

Bottom Shell mirrors top for consistent airflow

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Modeling

The Prototype

While insistent upon creating a true scale-version, we determined the proper proportions using foam core and paper first.

Model Testing

After using a makeshift wind-tunnel involving industrial fans, we tested the model on the rooftop, only to discover the bearings purchased presented a friction problem with lighter wind

The Redesign

To improve performance, the distance between the exterior shells was reduced. Later, the blades were shaped down to reduce size and weight

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CNC machine for the top shell

Sanding to 1000 Grit

Vacuum Formed bottom

Aluminum Blades

Industrial Bearings

PVC Piping for the Core

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37.0

63

14.891

4.600

2.90

6

2.0001.250

0.50

0

11.000

6.000

4.50

0

1.0000.500

0.100

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60.

700

0.61

6

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Introducing the Whirlwind VAWT System

Inspired by the amplification method of “inducement” performed by the Dyson Air Multiplier (TM), this vertical-axis wind turbine puts slow wind to work.

Using the concept of fluid dynamics, the upper and lower disks provide a wind-tunnel to direct indecisive winds into the blades at a higher - and more productive - intensity.

The Wind-shield Accessory

An exterior shield was added to block wind resistance on the opposing side of the blade direction, testing proved this method to be more effective

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Prototyping, Testing & Concept Refinement

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The Numbers

Integration and Diffusion of Wind Power

For smaller or mid-sized turbines to be effective, they must be implimented on a larger scale at a high volume. This would require a redesign of the current energy-grid system.

As a significant advantage over the traditional wind-farms requiring acres of land clearance, “Clusters” of turbines could be discreetly installed throughout commercial and residential locations.

Hypothetical Wind-Energy Map

Residential/Light Commercial Turbine Clusters

23$ Billion by 2030

Estimated amount of savings should the southeastern US begin investing in renewable energy - with wind being the most competitive source.

40%

The percentage of all new energy chosen by electric utilities in 2008 and 2009 was wind power.

37 Trillion Kw/h

The amount of wind power potential to be tapped is equivalent to nearly 10 times the country’s existing needs.

Source: aewa.org

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Implementation & Diffusion

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Can a fresh design trigger desire and change minds?

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The original brief was to design a new bicycle rack and alternate accessory to enforce the theme and spirit of Savannah, Georgia.

My project shifted focus towards an issue native to the city, yet applicable on a much larger scale due to the prevalence of standardized urban furnishings.

This project reminded me that ideas can stem from anywhere - at anytime - during the design process.

Savannah Urban Furnishings

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How can city furnishings maintain character while accommodating sporadically large volumes of heavy traffic?

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Location

Contextual Research & Ethnography

Savannah’s Urban Mix of Population

The users identified in my research meant my design had to remain minimalist and communicate function clearly for people of all ages and backgrounds

Savannah’s Lively Attractions

Every year the city sees a drastic increase in population as the crowds make their way to the streets, squares, and parks for the various holiday celebrations and festivals

Space for Waste

While these crowds bring spending money, they also present capacity issues

Stuck on Trash

While fellow students were identifying other city furnishings to redesign, I had a simple focus

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Forsyth Park and surrounding squares, presented an opportune location for evaluating event traffic

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Precedents Inspiration

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Current Solutions

These temporary bins are not only flimsy during harsh weather, but also cheap-looking and unsightly

Newer Concepts Focus on Partitioning

While compactors, dividers and robotics might encourage smarter behavioral practices, most are expensive and unreliable when compared to standard public waste bins

Exploration

Much of my focus was on the creation of space, with special attention to the circular brim of existing city waste bins

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Discovering a Simple Alternative

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Introducing the Triad

Inspired by the lack of alternative temporary solutions to public waste receptacles, the Triad is an accessory that allows for the simple expansion of existing waste bins.

Made of the same sandblasted steel construction as the most common public trash receptacles, the accessory shares a powder-coated finish for durability.

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6 ft.

Forsyth Park

Integration of the accessory

By focusing on the densely populated areas zoned-off during an event, the Triad can offer added capacity where it is needed most.

In Historic Forsyth Park for example, the west-side of the park is filled with spectators due to the location of the amphitheater and nearby cafe.

The Triad could be permanently fixed to trash bins intentionally located around higher-traffic locations.

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4.6 lbs.

The average amount of solid waste one person generates in the United States per day.

Top 10

The city of Savannah is listed as a highly-ranked “American Travel Destination” according to Conde Nast Traveler Magazine

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Promote better Practices

Advantages to this design concept include the ability to color-coordinate the heavy-duty trash bags to promote sound recycling practices.

This product does more with less - and if used regularly - can provide better accommodations for the public!

Does a practical solution still qualify as good design?

Integration and Alternate Use

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The purpose of this study is to explore barriers to using Hospice Savannah and their resources.

Findings from this study will influence strategies that empower the local community to make informed decisions about hospice services.

This project taught the value of sound contextual research practices, and was my first experience at shifting focus from a product to strategic solution.

Redefining End-of-lifeCare

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How does an established organization redefine the conversation surrounding one of the most important life-decisions?

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Contextual Research & Ethnographic Study

Public Perception

Decision-Makers

Quality of Care

Mission

Scope of Research

How do people view death and grieving? How is hope, comfort, and peace defined within this context?

In times of crisis, what is the decision making process? Who influences those decisions?

What are the barriers to using Hospice Savannah and their resources? How do we address these barriers?

What is Hospice Savannah’s Core Message to its potential audience?*

*Not within the scope of our group’s research

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Getting Familiar

We took time the first week to address our own curiosities surrounding death, loss, and mourning process

How is Death Portrayed?

Death is perceived and portrayed differently by beliefs influenced through culture, religion, literature, and imagery

Defining the Scope

Determining what to research allowed us to narrow the focus and create a more precise plan of action as a class

Hospice Liaison

Jamey Espina Director of Community Services Hospice Savannah

Jamey introduced the class to Hospice Savannah, giving us an overview of the recent successes and failures of the palliative care system

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Methods Analysis

On-site Interviews

For several weeks our group met with various members involved with hospice, as well as those who denied their services.

Discussing Belief

Facebook responses from participants who listened or read essays on topics of death, grief, and loss proved invaluable

A Sample of Interviewees

Interview contributers were assigned icons and initials to adhere to privacy concerns

E.W.StudentDeceased Father

M.M.StudentDeceased Mother

J.B.ServerMother under Hospice Care

K.G.Social WorkerDeceased Mother

C.C.Medical DoctorDeceased Mother

C.L.NurseWorks at Hospice

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On-SiteVisitation &InterviewsWe made appointments to meet with individu-als working for Hospice Savannah and Memorial Health Hospital

The Cultural Probe was used as a way to retrieve a greater depth of qualita-tive data

Cultural Probe

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C.C.MD

PAIN GAIN

SEEHEAR

THINK/FEEL

SAY/DO

Since her Mother’s passing from Colon Cancer, she wishes she had known what she knows now.

The job she has is not depressing...it’s incredibly rewarding.

Physician training, specifically residency, spends too little time on Palliative and End-of-Life care.

Most of what she does is Pain Management and Palliative Care.

She has a unique outlook: Her job isn’t depressing, it’s real life.

Other physician’s patients eventually die also...

Unless people have had a personal experience with a loved one or a friend, they don’t have any reason to seek out hospice care.

In medical care, usually people know about medical fields and medical specialists through having needed them -the same is true with hospice care.

She claims she certainly would have coped more effectively at the time had I had more knowledge of Hospice Care.

Patients and their Families often complain as to why they didn’t use Hospice care sooner.

Dr. Carter is well respected within the hospice community.

People are often misinformed about what Hospice is as a service.

She has heard some say: “We (Hospice Savannah) kill people”

There are physicians from other fields of medicine that continue to question how she manages practicing in such a “depressing” job.

Everyone does not know about Hospice.

What they do know isn’t accurate.

They think advancements in technology can be used as

“batteries” to keep people living...People often delay the use of Hospice until it becomes too late.

Physicians do not know enough about Hospice so they fail to send more patients.

People need to understand their Human Frailty, and make decisions based on quality of life not just working organs...

All healthy/young people should fill out an Advanced Directive early

and save the trouble of forcing their family members to make a critical desicion.

Physicians need to realign their thinking with terminally-ill patients and what Hospice can do to help.

Affinitizing & Concept Mapping

Identifying Patterns

After transcribing every interview, and highlighting pertinent information, we attempted to establish patterns of insight

Mapping the Data

This Empathy Map illustrates viewpoints and concerns of Dr. C.C. while working at Hospice Savannah after having experienced loss on a personal level7 8

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Findings

positivenegative

EW: The decision against using hospice was because he still wanted to try chemotherapy.

CL: Hospice is just so good, I wish more families would utilize their services.

KG: I had this conversation with my husband, because I know what I want, and I don’t think he’s so much in agreement with me. That’s why I need to get it on paper.

CC: We have to change the way people look at death...death is like the enemy, and you’re taught that death is abnormal and you want to avoid that and you can never stop trying to beat death.

JG: One of the doctors had suggested... “Do you want to use hospice care?” Dad’s like, “No, she’s going to get over this...”

MM: Since they were giving her such high doses of medication it was kind of like they were killing her quicker; they were controlling how she was going to die.

JB: I’m just so grateful for this place, I really am.

Positions on Hospice Care

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Mixed Reviews

Among the interviews conducted, we established that those who perceived negatively primarily viewed Hospice care as “giving up”, while those using Hospice were appreciative of the help received

The Communication Gap

One major barrier preventing Hospice Savannah services to those in need is a result of a lack of communication among multiple parties, specifically those that have greater influence on the patient’s condition

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Diagraming & Identifying Design Opportunities

PATIENT

FAMILY

MEDICAL

HOSPICE

COMMUNITY

Pa

rents

Children Siblings Fr

iends

H

ospi

tal

Social Workers

Nursing Homes

Current Influence Structure:

Ideal Influence Structure:

High Influence

Low Influence

No Direct Influence

COMMUNITY

FAMILY

Pa

rents

Children Siblings Fr

iends

MEDICAL

H

ospi

tal

Social Workers

Nursing Homes

T+

E

PATIEN

HOSPIC

FAMILY

Pa

rents

Children Siblings Fr

iends

MEDICAL

H

ospi

tal

Social Workers

Nursing Homes

T+

E

PATIEN

HOSPIC

FAMILY

Pa

rents

Children Siblings Fr

iends

T+

E

PATIEN

HOSPIC

T+

E

PATIEN

HOSPICFocus on Grief:

Everyone can relate to grief and loss, but no one can relate to death. In promoting Full Circle Grief Counciling Services, Hospice Savannah can develop relationships earlier.

An Early Decision is a Gift to your Family:

A formal declaration of the patient’s wishes can alleviate complications and prevent dispute near the end-of-life. Using postivie language is important in promoting Advanced Directives.

Shape the Conversation:

There are cultural norms for initiating the most difficult conversations. Examples include the parent conversation regarding sex, will or testaments, power of attorney, etc.

Hospice Savannah should work with us to develop a means and method to frame “The Talk”.

Spread the Word:

By becoming more involved in the lives of the community prior to palliative and end-of-life services, the Hospice Savannah brand shifts from existing public misconceptions to trusting the various Support Programs and Initiatives.

Strategy

The spheres of influence reinforce the patient’s wishes. When Hospice is at the core, each sphere is able to support rather than interfere with the relationship necessary for proper palliative care.

The Spheres of Influence

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Representatives from DELL Corporation instructed our class to research and identify the next college computing device.

As a two-quarter (20 week) project, we spent the first half conducting thorough research identifying user needs and purchasing habits.

The second part of the project saw the class divide into smaller groups to more accurately develop ideas and concepts for the final deliverable.

This course taught the value of process, politics, and management.

The Next College Computing Device

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Is a totally new device the answer to a future filled with expectation and demand for smarter, faster, and more portable technology?

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Understanding the User

Market Research & Ethnographic Study

Dell’s Current Market Offerings

Students searching through DELL’s current computing solutions discover an array of exterior colors, customizable covers, and portability options

Dell’s Competition

Students generally favor products that satisfy school work, social and emotional demands

“Label it” Workshop

We knew we had to delve into the psyche of the college student so we created a workshop in which students were given post-its and instructed to label everything in the room

Body-Storming

Students were also instructed to reenact various “college life” scenarios and situations

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Methods Analysis & Mapping

Atlanta Trip

I led a four-person team to Atlanta for on-site interviewing in order to gather a more comprehensive collection of data

We asked students to empty their bags and discuss studying, purchasing, and socializing habits

Younger Older

Masculine Feminine

Single Dating / Married

Low Tech Pro�ciency High Tech Pro�ciency

Low Academic Ability High Academic Ability

Low Motivation High Motivation

Specialized Skill(s) Jack of All Trades

Individual Worker Group Worker

Soloist Socialite

Demographics

Secular Spiritual

Disorganized Organized

Spontaneous Regimented

Mainstream Extreme

Plain Chic

Frugal Frivolous

Soft Tough

Non-visual Learner Visual Learner

Non-experiential Learner Experiential Learner

Values

Inactive Active

Optimist Pessimist

Follower Leader

Analytical Creative

Introvert Extrovert

Quiet Loud

Cautious Adventurous

Dominance In�uence

Steadiness Conscientious

Personality

Multiple Devices, Different Platforms.

Many of the students interviewed carried multiple devices from different manufacturers and brands, often these devices were used simultaneously but not in conjunction

Segment Mapping

We compiled our qualitative data by categorizing answers among three segments including Demographics, Psychographics, and Lifestyle5 6

Evaluation

Each Student Interviewed was given a colored icon

The icons were then placed based on class evaluations of responses

“Clusters” naturally formed and patterns were revealed

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Persona Creation

From the Segment Mapping we were able to identify 6 clusters of combined traits that illustrated familiar collegiate personality types and generated the 6 students featured here

Scenario Creation

Robust scenarios complete with weekly schedules and personal anecdotes were created to make these personas as realistic as possible

Younger Older

Masculine Feminine

Single Dating / Married

Low Tech Pro�ciency High Tech Pro�ciency

Low Academic Ability High Academic Ability

Low Motivation High Motivation

Specialized Skill(s) Jack of All Trades

Individual Worker Group Worker

Soloist Socialite

Demographics

Secular Spiritual

Disorganized Organized

Spontaneous Regimented

Mainstream Extreme

Plain Chic

Frugal Frivolous

Soft Tough

Non-visual Learner Visual Learner

Non-experiential Learner Experiential Learner

Values

Inactive Active

Optimist Pessimist

Follower Leader

Analytical Creative

Introvert Extrovert

Quiet Loud

Cautious Adventurous

Dominance In�uence

Steadiness Conscientious

Personality

Diagraming & Identifying Design Opportunities

AIMEESCHOLARSex: FemaleAge: 19College: MITMajor: PhysicsLocation: Cambridge, MA

MARIADEPENDABLESex: FemaleAge: 21College: UCMajor: EnglishLocation: Berkeley, CA

SHAWNATHLETESex: MaleAge: 20College: UFMajor: EconomicsLocation: Gainesville, FL

JEFFPARTIERSex: MaleAge: 22College: Penn StateMajor: Hosptality MgmtLocation: University Park, PA

Sex: FemaleAge: 20College: Juilliard SchoolMajor: Performing ArtsLocation: New York, NY

FIONADREAMER

Sex: MaleAge: 21College: GeorgetownMajor: Pre-LawLocation: Washington D.C.

CHRISACHIEVER

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Presented with two options, the student chooses to attend the school offering the Navi System.

The Student receives a Dell device running the Navi System, and is notified of tasks to complete.

The Navi System adapts to the Student’s level of familiarity with the college experience.

Storyboarding the Experience

Rough storyboarding allowed the group to informally identify and define the beginning stages of the features available through the Navi System

Blueprinting Moments of Interaction

The Navi System is blueprinted here; noted are possible scenarios and key touch-points as the student interacts with the cloud system throughout their first semester

System Design

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Designing an Experience Ecosystem

By separating into smaller teams, the class was able to divide the deliverables into four sections.

1. Brand2. System

3. User-Interface4. Devices

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The Welcome Letter

To be mailed after receipt of the Enrollment Deposit, the welcome letter introduces the Navi System and its features to the Student while providing a login key for instant access via web browser

Peace of Mind

By offering a system that keeps students connected with those who matter most, DELL offers a foundation at the collegiate level that builds loyalty and trust in the brand

Developing the System to Accomodate & Facilitate

Stakeholders

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The Parents

Parents are often the purchaser of devices for the new student, therefore it only makes sense that they are included to participate in the Navi System

The Navi System is also accessible to Parents via a separate login key and portal

Parents can monitor school performance, help with scheduling, control spending, and stay connected with their child

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Participatory Ideation

Ideas to Paper

The entire class participated in generating concepts for DELL’s next device, early ideas of mine ranged from intelligent stylists to new ways to deal with bulky power sources

More Concrete Concepts

While many of the initial ideas were wildly fun and creative, ultimately a seperate team was made responsible for delivering the final products13 14

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The College Experience. Connected.

The Experience Ecosystem

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Welcome!

Student Login

Parent Login

Welcome!

Brand Affinity Results

With the creation of an ecosystem specifically tailored to the needs of college-aged students, the DELL brand becomes synonomus with trust and guidance, bringing DELL products to the “Core” of life on campus

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Introducing the DELL CORE ECOSYSTEM

Inspired by research indicating the college student’s increasing need for access across multiple platforms in a variety of locations, the DELL Core Ecosystem provides access to information and applications no matter the device.

With a designated Brand, User-Interface, Cloud-based “Navi” Data System, and an array of newly designed products, the DELL Core will adapt to the student’s ever-changing demands as they transition from high-school student to a university graduate.

In an effort to truly communicate our vision, members of the class came together to create a video highlighting the new college experience.

Vimeo Search: Dell Core

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EDUCATION

The Savannah College of Art & DesignM.A. - Industrial DesignGraduated: June 2011

The University of GeorgiaB.A. - Speech & CommunicationGraduated: December 2007

TWISTED LOGIC - Sponsored ProjectMarch 2010 - June 2010Analyzed current market trends, psychological factors, and explored possible

configurations of the current power gridPerformed rapid conceptualization with sketches, scale models, and a prototype

HOSPICE SAVANNAH - Sponsored Project March 2010 - June 2010Developed research objectives to identify opportunities for market growthWorked with a four-person team to determine existing barriers to public

communication and perception of the Hospice Savannah BrandConducted surveys, on-site interviews, and a cultural probe via social networkDeveloped a strategy for increased market penetration via a rearrangement of existing service offerings paired with education and awareness initiatives

DELL INC. - Sponsored Project Fall 2010 - March 2011Conducted initial market surveys and ethnographic research to determine

college student’s wants and needs concerning computing devicesLed team of four members to Atlanta to conduct on-site interviews and gather

comprehensive qualitative dataAided in the creation of six personas and generated real-world scenarios

pertaining to their specific technology requirementsDeveloped design criteria based on workshops, personas, scenarios, interviews, and undergraduate experience

Led three-person team to develop cloud-based system for college students, through storyboarding, blueprinting, and touch-point mapping

WORK EXPERIENCESPERRY TOP-SIDER - Sales AssociateJanuary - July 2009Developed ability to educate customer, as well as introduce appropriate products Consistently ranked among top-sellers based on biweekly sales-per-hour listingsManaged inventory while mastering retail operations POS softwarePioneered clientele service, made special orders directly to distribution centers

JEFFERSON PILOT FINANCIAL - Event-Planning InternMay - June 2005Awarded the opportunity to act as a Travel Director for Jefferson Pilot Financial’s

top-tier sales-incentive programAided in final preparations of annual sales-incentive held in San Francisco, CAPartnered with The Westin Saint Francis on functions relative to on-site

management of Group Reservations, Transportation, VIP Needs, Food and Beverage, Activities and Entertainment

INVOLVEMENT

The New Show 2011 Volunteer - Spring 2011TEDx Event Volunteer - Spring 2011IDSA Southern Conference Attendee - Spring 2011playUP Savannah Volunteer - Spring 2010SCAD IDSA Chapter Member - Fall 2009

PROFESSIONAL SKILLS

Product Ideation Concept GenerationProject ManagementModel & Prototype Creation Eth-nographic ResearchService BlueprintingTouch-point MappingIdea VisualizationSalesmanshipProject Planning

TECHNICAL SKILLS

ADOBE Creative Suite Photoshop Illustrator IndesignMICROSOFT Office Excel Word PowerpointRHINOCEROSDASSAULT SYSTEMES SolidWorksLUXION KeyShot

F. ALEXANDER SMITH{ Smith.FranciscoA@gmail.com } Atlanta, GA 30312!

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Thank you.

ABOUT ME

Born and raised in South Florida, I grew up on the beach and in the water. When I was finishing high school, I decided I needed to experience something new. I left the state and attended the University of Georgia where I received a B.A. in Speech and Communication. I found the study of human interaction very interesting. I realized the power of discourse and truths that lie within the realm of nonverbal communication. I always enjoyed studying communication theory as it was a useful way to understand people and the human condition. The way people interact among varied cultures is fascinating. I see design as communication based on experience. People interact with products, services, and interfaces in a way that can also lead to predictive practices. Good design can be measured by the clarity in communication between the user and the product or service.

My experience within the graduate program at SCAD has enabled to me to develop the initial skill-set required of a designer, while also allowing me to expand my knowledge of logic and reasoning. Being a designer means being able to harness the power of a creative imagination while at the same time evaluating what is readily possible. Being a designer means being able to recall what it was like to play with LEGOs.

There is an unlimited level of exploration and experimentation in the field of design, and it is for this reason that I am absolutely eager to continue learning. Embracing early failure is what makes being a designer so unique, it allows for a constant questioning and re-evaluation of self that makes the field unlike any other. By ridding oneself of the fear of failure, it becomes possible to tackle even the most complex problems.

Without knowing it, I have been living this design philosophy for much of my youth. It explains why I have always been “slow-to-panic” and “quick-to-fix.” I’ve grown up a problem-solver, and it has a lot to do with my own experience assessment.

This portfolio highlights four projects that - in my opinion - best demonstrate my ability to seize inspiration, indentify simple solutions, and promote ease of interaction.

I appreciate your interest and curiosity,

F. Alexander Smith

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F. Alexander SmithIndustrial Designer.

Solution-Driven Design Thinker.

Smith.FranciscoA@gmail.com