SANTIAGOHELDDESIGN PORTFOLIO

contact: santiagoheld@gmail.com

About Me_Ever since I can remember I’ve had a love for creativity, through various mediums such as music, art and of course design. I have been studying design for four years and I have found that creating something from nothing is a beautiful thing and seeing your thought out creation right infront of you and being able to hold it in your hands can be a very fulfilling experience.

Its amazing how design can inspire so many emotions and how it can be understood universally throughout world. Constantly learning and challenging myself is something I strive for, here you will see some of the work that I have undertaken during my studies, enjoy :)

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Canberra, AustraliaBarcelona, Spain

Bachelor’s Degree3 Years

Exchange6 Months

Padova, Italy Design Workshop

2 WeeksUmeå, SwedenDiploma

1 Year

SkillsWorkEducationJune 29th-July 11th 2014

Lago Design Studio, Padua Italy

Two Week Workshop

September 8th-December 5th 2014

Internship at D3 Design consultancy

Computer

Photoshop, InDesign,

Illustrator,Solidworks,Rhino, Keyshot,

Creo, 3DSMax

Drawing

Freehand Sketching, Digital sketching,

Marker rendering, Pencil sketching

Languages

English: Native

Spanish: Fluent

German: Beginner

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Industrial Design Intensive Course

Umeå Institute of Design,Sweden

Feb 2012-Jun 2012

Exchange Semester Automotive Design,

Instituto Europeo di Design, Spain.

Feb 2010-Mar 2012

Bachelor of Industrial Design, University

of Canberra.

Feb 2004-Nov 2009

Highschool Certificate, Burgmann

College, Australia

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Sydney, AustraliaInternship3 Months

intro_The aim behind this project was to redesign a powertool with strong inspiration from a specific brand. I chose a dremel rotary tool in conjunction with the brand Bang and Olufsen, a producer of high end entertainment systems such as televisions or speakers. Working both in groups and individually a final design was realized combining Bang and Olfusen premium looks and styling to a simple and common rotary tool known as a dremel which is used in a variety of applications such as sanding, grinding and cutting.

How do you create a powertool for a premium sound brand?

Project realized during three weeks at Umeå Institute of Design

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Brand Experience

For each individual product, we had to choose a persona and scenario as a niche for the product to fill. For the D1, I decided to breakout of the normal conventions and make a powertool for a more female market. The reason for this being that both powertools and Bang & Olufsen products are distinctly aimed at males and I wanted to breakout of this convention.

Indentifying Persona

Field Research was conducted into the brand to understand exactly what experiences and feelings are associated with using Bang and Olufsen products. This would then be translated into the final design.

Form Language

Brand Mood

Exploration of Bang and Olufsen interfaces was done to help express the brand’s DNA during the ideation and development of the final design. Studyng the brand’s simplistic design features helped in understanding how the product could work.

Bang and Olufsen’s products give the user a sense of wonder and surprise through premium interfaces and details. This was what I wanted to express in my final design.

Research_ 01020304

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IDEATION.Final Design

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Made from the highest grade sanding materials and titanium alloy, the D1’s dremel sanding bit remains pushed in and hidden until product is turned on. When the tool is activated, the dremel piece pops out to provide the user with a high quality Bang and Olufsen experience.

An easy twist aluminium control wheel on back serves dual purposes of dremel bit speed and power to the product. Simply turn wheel and the dremel will pop out, continue to turn wheel to increase rotary speed of dremel bit.

Highly polished stainless steel aluminium alloy band visually connects power wheel to dremel bit to provide the user with an intuitive tool that represents the Bang and Olufsen DNA.

Made from dark rubberized material, the D1’s grip provides an ergonomic experience for the user with little chance of the product being dropped.

Simply turn wheel to activate

Bit pops out to allow for easy use for work

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intro_

The goal behind this project was to a design water sprayer gun to fit into the context of the Swedish leisure boat market. In conjunction with head designer Jens Näslund from Gardena and Husqvarna; an indepth design strategy and product development was done in three weeks to create a water gun sprayer that expresses the brand’s DNA and fits successfully into the marine boat environment.

Umeå Institute of Design Three Week Project

HOW DO YOU DEVELOPA WATER SPRAYERFOR A SWEDISH MARINA CONTEXT?In collaboration with Gardena

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Ergonomic AnalysisTesting current models with gloves to simulate new product conditions

Semantic colours

Chamfered Edges

Premium Materials

The first phase of the project was to conduct a comprehensive design strategy of the Gardena brand. This included detailed research and analysis of current spray guns in relation to ergonomics, intuitve design and semantics. Segmentation was also done to find a persona that would find the final design appealing in relation to the context of the Swedish boat market. The persona chosen was a fishing enthusiast by the name of Mattias.

For this project, initial guidelines were defined by Gardena so the product could be a feasably commercial product. The final design had to adhere to aspects such as semantically coloured interactive components and Gardena’s colour range. Brand analysis was conducted to understand the DNA of Gardena sprayers.

Analysis was conducted into various competitors of Gardena spray guns. This gave a much better understanding of functional elements that were successful and which ones were not.

Brand AnalysisCompetitor AnalysisErgonomic Analysis

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Premium

Exploring core form values

In groups we decided on three core form values to explore, they were Robust, User Friendly and Premium. With these values in mind I explored three distinctly different concepts that I felt correctly expressed the chosen core.

User FriendlyRobust

Working in this manner allowed for an eclectic mix of visual styles which would then be evaluated to help in finding a final design that would still fit

with the design guidelines given.

Ideation and sketching

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Evaluation. User Tests.12

Final ConceptThe final design is a sleek gun, with semantic colours and a premium material composition. Made from primarily high-friction and bounce friendly rubber, the gun has an adjustable nozzle for accurate jet or wide shower. Pressure flow button on back adjusts water pressure and integrated trigger can be locked by simply pressing button inwards.Pushing the button again unlocks the trigger the easy lock hose connector can be pulled off by unlocking from metal nipple.

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intro_How can the library be a more unique experience?

In collaboration with Umeå Institute of Design Library and Humlabx we were given the task of re-designing the current Library web based interface. The brief was quite loose, we had the freedom of creating a conceptual product for Umeå University Library users. The end result was a future Library interface to stay within a library environment and engage the user in a way that would prompt he or she to stay in the library. Through three weeks of research, ideation and user testing we came up with L.A.R.I.

Umeå Institute of Design Three Week Project

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Process_User Trialing

Current System

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intro_

The goal behind this project was to design a desk lamp for home or office in conjunction with D3 design studio. The new design had to also be innovative in terms of aesthetics and sustainability, taking this on board, Lumiere was the end result. A great deal of research was done into sustainable materials both for the design itself and its packaging to create a green product life cycle and possibly help reduce unsustainable waste practices. The final Design is a sleek and elegantly styled desk lamp for use by designers in various fields where the analog use of pen and paper is still preferred over a digital working style.

University of Canberra Ten Week ProjectHow can a lamp be sustainable?

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RESEARCH.

LED lighting is one of the most effecient lighting options on the current market. With many more lighting hours then regular incandescent lights, LED’s produce only a fraction of the energy expenditure.

Electronic Waste is one of the major environmental issues facing modern society today, more sustainable solutions need to be found to stop the environmental damage caused by thrown away appliances. 80-85% of e-waste in the US for example is discarded in landfill or incinerated, releasing an abundance of toxins into the environment. In America 2% of waste is electronic and 70% of toxic waste overall is due to unsustainable disposal of e-waste.

One sustainable solution of reducing the amount of electronic waste is to use more long life materials such as recycled aluminium. Ideal for lighting due to its heat dispersing properties, recycled aluminium produces minimal carbon dioxide pollutants and the material can be recycled infinitely.

It’s a great shame because a great deal of electronic parts can be recycled or downcycled for further use. Unfortunately a great deal of waste ends up in developing countries where no environmental guidelines are enforced leading to major environmental and social issues.

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Product Ideation Process

After finding the final design, two models were made. One from wood, which was the initial form to understand the proportions better. Then after some small tweaks a model was made using 3D printing technology. The final model helped a great deal in understanding its user interaction and proportions. The touch sensitive button sits on the front of the lamp where it lights up when the lamp is turned on. The electronics sit in the base ring and the wiring runs through the back to the power supply that powers the LED ring in the top element of the light.

MODELS WERE IMPORTANT IN UNDERSTANDING SCALE AND ERGONOMICS

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LED pressure sensor switch/Stock pieces/Various

Base plate/NC Milled/Aluminum

Lamp base/Injection moulded/Aluminium

Circuit Connectors/Stock Pieces/Various

. Power Runner Housing/Injection Moulded/Aluminium

. Power Runner/Injection Moulded/Aluminium

Perspecs/Injection Moulded/Polycarbonate

. LED light strip (11 Bulbs)/Stock Pieces/Various

Mounting Ring/Injection Moulding/Aluminium

Power Cord/Stock Pieces/Rubber

Recycled Aluminium Polycarbonate LED Lighting

Reusable and sustainable

Less energy demand

No loss of material quality

Moisture resistant

Scratch resistant

Recyclable

80% effeciency over incandescent

No toxic mercury

Easier to recycle

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contact: santiagoheld@gmail.com