Have the confidence to be bold
The intersection between products, experiences and end users
Let's Meet
I'm Ed, just a little obsessed with human behaviour
With a long background in Industrial Design and experience in understanding human behaviour, I work in the intersection between products, experiences and end users, and what makes this all tick.
I work with you in the fuzzy front end of problem statements and help bring truth to the table when it comes to defining the unmet needs of customers and end-users of products, experiences and services.
Armed with these insights I then synthesis the opportunities from actionable outcomes to products and experiences.
An experienced design lead and GM with companies such as Formway Design Studio, Tourism Holdings Limited and Ngāi Tahu Tourism, I have led many significant design projects throughout the development process from discovery through to execution in product, experience, tourism and service design.
I’m a strong advocate of insights led research processes and prefer to illustrate actionable outcomes rather than write a report.
Bringing truth to the table...
I blend the best methodology in qualitative research with many years of experience in product and experience design in a uniquely engaging way to enable clients to see their customers in a new light, whilst delivering actionable outcomes to provide the confidence to think differently and make bold decisions.
What I do...
At BCL I bring a fresh perspective to understanding the challenge at hand.
I'll interact with your customers, talk with your crew and bring it all together in a compelling and engaging format which guides decision making well beyond the original engagement.
Below are some examples of what I can do... and what I have done
1.Qualitative customer research
Highly experienced qualitative research methodology interviewing a representative sample of your customer base to
help build a rich understanding of what motivations are driving your customer’s actions, behaviors and unmet needs
2.Journey mapping
Through a combination of qualitative research and, if of value, quantitative analytics I will develop a detailed breakdown on how customers interact with your brand, and help you design the optimal experience
3.Customer Segmentation
Through analysing internal and external customer attributes I can help identify and profile customer groups to help you better understand and meet their needs
4.Product development
Driving new product development through understanding the customer and creating solutions to meet their needs
Product and Experience design, conceptual development and advice
Understanding the need and providing the design solution
Collaborative design facilitation and project management with existing or new stake holders .
Commercial interior design that's innovative and aligned to business needs and increasing the likelihood of innovation
Experience and space design.
Experience and space design
Creation and alignment of company culture, understanding team needs and alignment to the brands direction
Design and support for cultural entities
Some examples of my work
