industrial design director
Passionate about the intersection of brand and industrial design making the emotional and physical meaningful for consumers. 15 Years of experience helping products become purposeful through holistic brand and shape design. I create powerful visual and physical communication that helps consumers fall in love with not only a product or package but also the brand that’s behind it.
I design for brands.
I am a classically trained and experienced industrial designer that specializes in creating iconic shape for current and developing new brands.
SHAPE + BRAND + BENIFIT
For brands like these
I've worked with a range of clients. Embedded on mega brands inside P&G, as well as working on smaller start-up brands that require a different pace and skill set.
I believe in putting the consumer first. Understanding their pain points and building out the "jobs to be done" through a user scenario. Building empathy within the project team for the different ways people approach a product.
I've worked on a range of sustainability projects for the last 8 years. Helping brands understand the implications of paper construction - paper pulp - mono-material design - design for recycling. I've also grown relationships with paper vendors to help the client and the design team stay at the forefront of manufacturability.
I believe innovation is at its best as part of a holistic offering of product form, intuitive packaging/shape, and a delightful user experience. Only when linking these elements can the user get the full impact.
Project Planning and Costs
Identify pain points
Identify consumer insights
Isolate jobs to be done
Plant visit (if using existing equipment)
Visualize the problem
Chart out possible solutions
Create territories for exploration
In and out of Category Immersion
Solutions to pain points
Functional and Emotional
Shape Divers -Defining Aesthetic
Ideation: Working Session
Internal Team -Client - Consumer
User journey mapping
Break out team exercises
ID team sketching and reviews
Sketch CAD and review
Prototyping and review
Initial 3D revisions
Client feedback and revisions
Qual testing for consumer feedback
Models with a rendered visual
Engage Engineering partners
Refinement based on consumer
Consumer inspired, not lead
Engage Engineering partners
Appearance models (Working if possible)
Final Design Intent
How can we understand the consumer journey and fix the pain points that make all the difference?
How does our solution go beyond improving shape and improving a customer’s overall experience with a brand?
How can we use storytelling to shift internal and customer perceptions of a product’s role in their lives?
© pauldiehl 2022
director of industrial design
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