Qualitative research/Quantitative research


We started with research into our users and our efforts to group them into key demographics that we could design for. For that reason we designed a cultural probe that would ask the right questions and get us the answers we needed. The other main component to research was the user environment, we had to come up with various usage scenarios and persona’s through the cultural probe to understand how the product would be used and what features we could extend it to.

Competitor study :  Market research.


A lot has been done in the wireless realm and its been a challenge to form a strategy as to what business segment to go into, i had to segregate and group the different products into their own groups to understand where they fall and decide where to position our own product in lieu of the market.

Qualitative and Quantitative research :


We kept a close watch over the wireless realm and also tried to understand the various functionalities some of our competitors had embedded in their products. To develop a true customer experience with wireless charging, we had to eliminate redundant functionalities and keep the usage and experience of the product exceedingly simple for it succeed. We did that by analyzing a lot of competitor products in the market.

Brand Development :


Defining the brand values for the wireless system in conjunction with the brand values of case-mate, extensive research proved that the users want freedom from wires, a product thats familiar in their surroundings and something fun to interact with.

Mood boards :


Keying on these three brand values to design the system , all design considerations and requirements evolved around freedom, familiar and fun. I set about collecting inspirational images and also making mood boards to reflect these attributes in the product.

Industrial design :


Since the form is very stagnant in the accesory realm, i wanted to transcend that limitation by playing with fine details and surface variations, my collegue alex marshall was instrumental also in defining the visual brand language of the product. As always there are a few compromises we had to make to make the product realizable by going through engineering. The hug was engineered in house completely.

Engineering :


I was in constant communication with our overseas manufactures and defined a lot of DFM reviews for them to follow including certain tooling suggestions, paint samples, creating a paint swatch library, process assembly documents and parts procuring and BOM creation.

Manufacturing :


Involved in every step of manufacturing from initial prototype, to approving golden sample and FOT samples from the manufacturer. Made suggestions and improvements to save time and cost on various assembly and manufacturing methods including painting and materials.

Assembly communication :


The next step was to communicate with our vendors to assemble the product right. Detailed communication and a lot of site visits were required to convey intent and also supervised initial board programming and also troubleshooting.

CES debuted and launched:


I was part of the team from case-mate that participated in the 2010 CES innovation show. We had a great following on the hug as a lot of people were interested in the working of it and also how the WPC and Fulton made a difference vs our competitors, i also managed to snag a few mins on TV. I was also a part of the booth that Fulton innovation had and showcased the hug. It was a great and humbling experience and a very satisfying one for a designer to go from sketch to production.

Persona development :

Activity Maps :