pull -innovation consultancy- capabilities presentation

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#7-Mar-17Confidential Information

About01. Who we are.02. How we do it.03. What we do. Work04. Selected work.05. Case studies.

Contents.


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01. Who we are.


We are an innovation consultancy.We can help you design and commercialize innovative products, services and ventures.Our team is fast enough to drive start-up deadlines, experienced enough to navigate corporate culture, and independent enough to push change.

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In the last few years, the definition of design has evolved from companies approaching us to style products to solve increasingly complex system level innovation challenges. This evolution requires designers and innovators to become hybrid thinkers: not only are they experts in their fields, but they need a general broad knowledge across a multiple disciplines to be able to understand and solve complex problems. By combining multiple disciplines, design research, strategy, innovation product and interface design, we can help companies identify new markets, innovate in existing categories and create new revenue streams._______________

Alternative. We used to be in the business of design, but we have moved more upstream to the design of business. In order to succeed in solving our clients increasingly complex challenges. we need to be hybrid thinkers that understand brand, digital and physical design, research and strategy. We set out to create pull, a nimble, multidisciplinary innovation and design agency that thrives in tackling ambiguous challenges.

No People

By embracing User experience design involves knwoledge of both physical and digital design, service design is important as buisnesses increasingly offer seamless services that are bypassing traditional channels, at pull we label ourselves as a multi disciplinary innovation and design consultancy that help companies grow by designing

that require a broad understanding of buisness, as the boundaries of physical and digital products are broken down to provide breakthrough services such as uber and airbnb that fulfill consumer needs in a new way that disrupts the status quo. This has paved the way to new definitions of design, where one type of expertise is no longer enough. We need hybrid thinkers that have can empathize with consumers, understand business strategies, build brands and execute.

We leverage user centered design thinking and lean start-up methods to help you identify new markets, innovate in your existing categories or create new revenue streams.We have prepared the following capabilities presentation to help you know us better.

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01. Who we are.

Why.Image courtesy of PepsiCoInnovation by design.The Pull team is led by John Sundermeyer and Ingvald Smith-Kielland. Combining a blend of agency and corporate experience with a desire to challenge the status-quo, Pulls mission is to become the leading guide for helping businesses innovate through design thinking.


Having worked together and pursued different paths over the past decade, including corporate experiences from some of the top brands we identified that there was a problem with the traditional design consultancy: it was struggling to integrate with the traditional business verticals in companies: (Marketing and finance in particular) We believe we could make design and business more harmonious, through a notion we call organizational empathy.

John and Ingvald reconnected to form Pull, with a common mission to become the leading guide for helping businesses innovate through design.. 5

01. Who we are.

What we believe. It starts with our community.We seek to be inspired by and contribute to the institutions that make our community a global leader in business and innovation.From leading workshops with our local Clean Tech incubator to active involvement with UCLAs Easton Technology Leadership Program, we take pride in supporting our community.

Ingvald at Harvard


However, we know we couldnt lead alone. We get energized and excited to both give back and get inspiration from the community.In support of our multi disciplinary philosophy, we like to engage and share ideas with both the established academic institutions like UCLA and Harvard as mentors and advisors, but also get involved in with grassroots movements and entrepreneurial organizations such as LACI and Green dot. ___________________________________________

Providing support to our local community enables us to mentor and also be at the leading edge of 6

What we believe. Lauren Turk, Researcher and Business Strategist at Pull

Sharing ideas.We believe provocations are fuel for creativity. By working across a variety of verticals, we cross-pollinate our ideas, giving shape to new points of view.Our insights and perspective have been featured in Forbes, Fast Co. and Life Hacker.

01. Who we are.


We enjoy sharing our thoughts and being transparent and foster discussion, and we have been fortunate to enough to have bee feature in some of the leading publications such as Forbes and Fast Company

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01. Who we are.

Experience.

Global corporate and consulting experience.Global experience, intrinsic curiosity and cultural diversity has been foundational to how Pull tackles ambiguous challenges.


15+patents

30+awards

100+solutions

10 M+people7-Mar-17



matches our background: While John is American and studied in Europe, Ingvald is European and studied in the US. This constant crosspollination has taken our careers us as a team across the globe, whether swatting mosquitoes on research trips in the Florida swamps, debugging smart luggage in Shenzhen or leading innovation workshops in Mumbai. Passionate about travelling and culture immersion, we strive to make Pull a global innovation leader.

_______________Want to redo the world with better grafix8

9Confidential InformationOur objective is simple: to make people smile. We are your guide to designing meaningful products, services and platforms for sustainable growth.

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With one goal, to design experiences that make people smile9

02. How we do it.


Solutions should fall at the intersection of User Desirability, Technical Feasibility, Business Viability and Brand Fidelity.

02. How we do it.Augmented design thinking principles.


At the core of our process lies the tenants of design thinking. It starts with people, understanding their needs, their pain points and their aspirations. It boils down to desirability. In parallel, we need to consider business viability and technology feasibility. The last lens we consider is the brand fidelity: the solution needs to adhere to current brand values, or there needs to be a brand that ties the solution together, Without that, we believe there no business and it makes scaling the proposition up much more difficult.11

02. How we do it.A robust, yet agile process.

Our user centered approach is designed to augment and leverage what you know about your business, industry and customers and serves as a starting point for all of our engagements.


How do we approach most of our challenges While all of our engagements consider the 4 lenses, we have develped a high level modular processs : It is rovuxt , tyet flexible : we start with exploration, by immersing ourselves with consumers, then we develop hypotheses and frameworks that help making sense of the data, through development of design criteria that help focus the follwoign creative procees in Ideate, which finally culninates in th ebuild sector, where we help commercialize the solutions.This is made possible by a series of select service offerings that we will be going through in the next section12

03. What we do.Research | Strategy | Design


Uncover actionable insights.Ethnographic studiesIHUTsConsumer intercepts Co-creational labsChannel auditsSurveysSecondary researchTechnology scouting

03. Our service offerings.

Research.


We love to be in the field. Talking first hand to users, experts, educators, helps us immerse ourselves in our consumers world, and build empathy and ultimately design better solutions. The better we understand their needs and wants, the better equipped we are to deliver on meaningful experiences. We also facilitate stakeholder interviews to ensure alignment in our engagements: organizational empathy. Our team members have global ethnographic experience, and we can offer a variety of research related services._______________________

As part of our user centered approach, every engagement starts with listening to, understanding and empathizing with people14

Translate insights into well-defined growth opportunities.Opportunity framingVisioningVenture architectingExperience journeyingBrand positioning Product and service road mappingActivation strategiesBack of envelope financials

03. Our service offerings.Strategy.

What it does for me How I describe the product How it makes me feel What it says about me

Light and crisp with a zing

Refreshed and invigorated

Independent, sophisticated My refreshing reward

Facts and Symbols________ PersonalityCheeky

Confident Afternoon Refreshing Reward


Our strategy services span a variety of offerings, that help interpret, group and synthesize the fuzzy front end into. These tools the foundation for the creative process, ensuring appropriate guidelines and criteria that fit within our four lenses. Part of the strategic services include bringing in design and technology early to augment our belief in participatory design.

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guiding frameworks, workshops and immersive personas to business tools15

Bring the abstract to life.UxD (User experience design)Industrial designDesign language Service design conceptingPrototyping and MVPInteraction designCMF UI


Design.


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Prototype, test and deploy.Engineering partnership.We have a strategic alliance with a local innovation engineering firm with broad technology expertise, including software, hardware and small scale production.We collaborate on the toughest challenges, providing our clients with an unparalleled breadth of service offerings.


Engineering | Strategic partnership.


Innovation sprints logo17

04. Selected work.


Designing an infotainment system for Aston Martin.Our objective was to integrate a touch screen for the AM Rapide.Working closely with the internal engineering team, Pull considered key touch point ergonomics, existing hard points and materials to design a state-of-the art infotainment system.The prototype was successfully launched at the 2016 CES.

04. Selected work.LeTV | Aston Martin.


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04. Selected work.Undisclosed Automotive Client.NOT actual output. Content and visuals have been modified and are intended to be only a representation of client output.Creating a future vision for HMI in the auto industry.In 2014 we collaborated with a major automotive OEM to create future visions for infotainment displays and Instrument panels. Our research encompassed a review and test drive of all the top commercially available EVs. Finding that customers are dissatisfied by vehicle HMI, as compared to the sophistication and usability of their mobile devices, we leveraged UI & UX principles of mobile devices to create our solution.We minimized the number of steps required by users to access information, creating harmony between physical and digital touchpoints.


04. Selected work.Artiphon.


Innovating new ways to make music.When Artiphon approached us with a vision to bring intuitive music expression to everyone, deciding to join their endeavor was easy. In partnership with Artiphon, Pull designed Artiphons first product, the Instrument 1, the worlds first touch sound multi-instrument. Artiphon was the highest funded musical instrument on Kickstarter, and Time Magazine named Artiphon as one of the 25 Best Inventions of 2015

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04. Selected work.Oasis | Reimagining the water fountain.

Envisioning a new service model concept around hydration. Oasis combines the data driven benefits of wellness trackers with an intuitive, customized user-experience.A medley of vitamins, supplements and natural flavor enhancements are paired with premium-filtered water to suit individual needs, based on preference or compiled smart recommendations. By design, it encourages people to use their own drinking vessels, or provides one for a small deposit fee. Travelers can then drop the vessel off at an Oasis, minimizing their ecological footprint.


How we used to do it versus today. Antiquted business model. 22

04. Selected work.

Raden travel.


Helping an innovative start-up improve the travel experience.During our engagement, Pull served as the product development nucleus and interim head of product. Ultimately, initial prototypes helped secure series-A investment and Raden launched officially in April of 2016 to much fanfare. In its first four months of operation, Raden sold $2 million worth of cases.

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Building strategic frameworks for the creative consulting practice.We translated the new BMW Designworks vision into strategic frameworks to better communicate a new service offerings to clients. This work influenced a new corporate identity, including a more strategic messaging, unveiled in 2015.

04. Selected work.BMW Group Designworks.


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04. Selected work.

Virtual reality workshop.


Exploring VR and MR applications.Impact Hub, Pull, and FutureSculpt co-led a 2-day work session with architects, educators, business executives, and city officials to innovate new VR use cases across different verticals.We leveraged best practices in innovation and user centered design processes to come up with a set of venture seeds. Additionally, Pull developed a toolkit illustrating innovation sprints and guiding principles for User Centered Design.

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Deploying cross-disciplinary teams that have broad expertise across multiple sectors enables the creation of something new. These teams, through their ability to cross boundaries and thinking across them, help unveil new opportunities that challenge existing paradigms.

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05. Case study | LiveVenture architecting + brand strategy


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Disrupting a $16 Billion industry.In 2016, Pull partnered with an early stage start-up hoping to redefine the tour guide experience. The Live team had seen first hand that the needs of many young travelers were left unmet when it came to booking and experiencing tours. Equipped with initial seed funding, Pull was engaged to guide the new venture from initial idea seed to a validated business and design concept. 05. Case study: Live Challenge.

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Pulls roles included: Leading and mentoring an international teamDeveloping customer insights and validation Building an initial Minimum Viable Product (MVP) applicationDesigning the business architecture and fundraising pitch materials27

Stakeholder interviewsWith a team spread across 3 continents working together for the first time, we determined that an in-depth understanding of the teams roles and domain expertise was essential to a successful kick-off.Opportunity sessionWe led an intensive 2-day workshop in NYC in order to align the team, define roles and responsibilities, identify knowledge gaps and frame research activitiesKnowledge gapsBased on secondary research, Value Web and Persona Canvas activities, the team identified critical Knowledge Gaps that served as the foundation for our global research activities.

Strategy without alignment is just process.With stakeholders spread between New York, Oslo, Stockholm and Rio, we convened by leading an Opportunity Session. This session focused on identifying current hypotheses, knowledge gaps and concrete next steps.

05. Case study: Live

Process.


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The way millennials seek out experiences is fundamentally different, seeking realness over polish, personal connection over mass offerings.

... there is a huge market because tours have been "cheesed" out...they sound boring, in reality they can be really good... - Harley C., LA, Guide

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05. Case study: Live

Insight.


05. Case Study: Live.

Ideal User Experience | IUXTimeArticulating the Ideal User Experience to set a vision. This vision will inform the roadmap and help all teams align with the vision.Strategic Direction

Tactics and Constraints

I.U.X.



aligned with the ideal User Experience eAs we populate the roadmap, the benefit of each solution should explicitly fulfill articulated and unarticulated needs. The solution(s) moves us closer to the ideal user experience

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In-depth interviews Research focused on in-depth interviews with lead users consisting of both travelers and guides. The sessions, lasting 1-1.5 hrs. each, were aimed at understanding ideal travel experience. Archetype developmentInsights from our in-depth interviews and immersions led us to identify 3 target archetypes. After regional teams embarked on local immersions, detailed journey maps were created.Value proposition refinementFollowing the development of archetypes and customer criteria, we revisited and refined the value proposition.

05. Case study: Live Process.


Interpret: synthesis and empathy building.Following 18 in depth interviews and 6 immersions, insights were synthesized to further define the customer in the form of archetypes that would drive solution criteria and honing of the value proposition.

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Information Architecture Development.UX and Information Architecture development Part of Pulls scope of work was to help lay the foundation for the User Experience. We developed an Application Requirement Document and the draft Information Architecture for the MVP.

05. Case study: Live Information Architecture.


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Creating an MVPEncompassing a range of potential scenarios, all major aspects of the application were identified and a plan for a Minimum Viable Product was created.Customer reactionsIn a series of face-to-face sessions, lead users were presented with a range of functioning prototypes for the Live app, allowing us to dive deep on their preferences.Rapid refinementQuick validation and rejection of scenarios allowed for fluid stakeholder alignment and early convergence on solutions.


Prototyping to learn and MVP.In order to quickly evaluate potential solutions for the Live app, we led several rounds of customer reaction sessions in three regions, probing on ideal user experience, usability and features.


Business architectureWe led the creation of several different scenarios for Lives revenue model. While focusing primarily on a transaction fee, we identified several revenue streams for assessment.Assessing the opportunityHaving identified multiple revenue streams, we continued to assess the potential of each. Business caseWith three main sources of revenue assessed, we established that the prospective venture would have an opportunity for $63.1 million in the stretch phase of growth (approx. year 3).


Building the business case.Having a clear understanding of the customer benefit and market desirability, we created a business justification that would serve as the ventures foundation for series-A funding and initial launch.


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Developing the brand foundation.We equipped Live with the appropriate brand vision, an essential and core element of the value proposition.Brand criteriaTaking into account key customer needs and market positioning, a prioritized set of criteria was established as the brand foundation. Visual & brand designWe created a range of branding themes and criteria, including the name Live, a script wordmark and the Geo Heart icon.Activation explorationIn order to bring the proposed brand direction to life, we created several proposals for real world activations.



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[] QUOTE-CEO, Live


05. Case study: Live Solution.7-Mar-17


Case study needs to be updated36

For more information please [email protected] you.GrazieDankeTakkObrigadoGracias MerciDankjewel NgiyabongaCm n Teekkr ederim


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