alex broerman - portfolio
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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.
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
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.
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