PAUL DIEHL

DIRECTOR OF INDUSTRIAL DESIGN

I'M A ID DIRECTOR THAT DESIGNS 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

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FOR BANDS LIKE THESE:

I've worked with a range of clients. Embeded on mega brands inside P&G, as well as working on smaller start-up brands that requirer a different pace and skill set. 

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CONSUMER JOURNEY:

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.

SUSTAINIBILITY:

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.

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INNOVATION:

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. 

PROCESS:

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Client Brief
Project Planning and Costs

Stakeholder Meetings
Category audit/immersion
Consumer
In-homes
Shop-a-longs
User scenario-building
Identify pain points
Identify consumer insights
Isolate jobs to be done

Plant visit (if using existing equipment)

Framing
Visualize the problem
Chart out possible solutions
Create territories for exploration

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In and out of Category Immersion
Solutions to pain points
Functional and Emotional
Shape Divers -Defining Aesthetic
Brand
Consumer/Trends

Ideation: Working Session
Internal Team -Client - Consumer
Semiotics exercises
User journey mapping
Break out team exercises

ID team sketching and reviews
Sketch CAD and review
Prototyping and review
Engineering Engagement
Initial 3D revisions

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Client feedback and revisions

Consumer testing:
Qual testing for consumer feedback
Models with a rendered visual
Engage Engineering partners

Refinement based on consumer
Consumer inspired, not lead
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Quant-Qual testing
Appearance models (Working if possible)

Final Design Intent

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IN SHORT:

These principles lead the way to meaningful design.

 

CONSUMER INSIGHTS

How can we understand the consumer journey and fix the pain points that make all the difference?

HOLISTIC EXPERIENCE

How does our solution go beyond improving shape and improving a customer’s overall experience with a brand?

CREATIVE STORYTELLING

How can we use storytelling to shift internal and customer perception of a product’s role in their lives?

PAUL DIEHL | paulfdiehl@gmail.com |646.241.3216