Garry B

urns

user e

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portfolio

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Key to Design Method

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Convergent reduction of ideas to provide depth

Testing a range of considered ideas to destruction

Packaging the findings and presenting coherentlyDivergent thinking to cover vast and disparate concepts

Ongoing visual communication of thinking and progress

Design Method. Garry Burns

Project A - grapevine.fminterdisciplinary project

Speaking to people in the raw environment would undoubtedly give me the most passionate responses to how I could help them better enjoy their music. To do this I had to become a fan, go to the gigs, and interview them there and then.

Brief“...musicians are a friendly bunch of people, we listen to music and help others out all the time for fun, we just need more ways to do it”

Room2Hustlers - Battle of the Bands ‘08

FeedbackDesigning a niche service for the socially networked generation sounds like a fantastic challenge, but where to start? I settled on music as the medium after considerable research, but one persons take on music can be wildly different to the next. I needed to speak to fans, real fans.

Overview• Speaking to the Heavy Metal artists at

Hustlers - Battle of the Bands ‘08• Findingoutthatbands/artistsfindit

difficulttogetpasttheiroriginalfanbase without social networking.

• Understanding that commercial music is no longer enough for the majority of fans

Highlights

am I missing something?grapevine.fm | explore

Taking cue from IDEOs method cards, I designed my own technique for guiding theinterviewprocess.Havingflashcardsenabled people to more readily describe, and be critical of, particular features that I was focusing upon. The outcome had to apply across various media including the web.

Brief“Do you know where I can get those flashcardsthatwereusedinthecardsortvideos you uploaded?”

KatharinaYouTube user response

FeedbackArticulating what people want can be difficultwhenthesubjectisprecioustothem. Engaging people at interview stage washelpfulindefiningthe‘what’and‘why’,nowitwastimeforthe‘how’.

Overview• Discovering the positive impact visual

aids have on the interview process• Working with PDQ print services to

pioneer a new method of creating durable PVC cards

• Seeing the value different people attribute to different aspects of a design

Highlights

IDEO card sort, reworked.grapevine.fm | establish

Bringing together the disparate aspects of the research is like putting a puzzle together with the picture facing away from you, sometimes you have to “alter” bits to make them work. This stage saw a great deal of technological and cost constraints overcome by simplifying the overall design, a process I now see as benefittingtheendresult.

Brief“WithoutthescreenIwould’vebeenskepticalthat my text message had simply disappeared into the aether. The screen tells me what I need to know, and the reply text message tells me what I want to know.”

Dan CruickshankLaings Bar Manager

FeedbackPutting the results of my research into action was the next key stage. From the card sort and journey mapping exercises carried out I was now able to prototype the experience I wanted customers to have.

Overview• Exploring various programming

languages such as PHP, MySQL, and AS2 to enable interactions

• Developing my knowledge of system architectureandflowdiagramstoidentify bottelnecks

• Implementing reverse-billing SMS technologies to enable the service

Highlights

an SMS powered jukebox.grapevine.fm | engage

The problem at this stage of the project was to prove the work had been done, as it would have been relatively easy to mock up the end result. All the research and processes needed to be documented. It needed a manual. However, with such a breadth and depth of information to catalogue, an innovative approach was required to keep the information digestible. The answer? An atlas.

Brief“Garry has an appropriately autistic approach to service detail and a strong understanding of business viability. His vision behind grapevine.fm is brilliant.”

Andy LawAward Leader, Product DesignEdinburgh College of Art

Feedbackgrapevine.fm as a service is almost invisibleinitsfinalform.Yousendatextmessage, you get one back, the music changes,it’sthatsimple.Underthehoodhowever, many pieces of the jigsaw need to link in to make the service work, both on individual, and business levels.

Overview• Getting to grips with all of the

information gathered and produced in the process of getting the service to itsfinishedstate,andsortingthisintodigestible chunks

• Dealing with the graphic design/information architecture problem of laying out the content in a consistent yet eye-catching way

Highlights

the first service atlas.grapevine.fm | explain

Project B - HBoS plc

customer focus project

Trace the cause and knock-on effects of customer complaints received over two months. Categorise them by both severity and cost to the business. Present a scalable method for gathering and monitoring complaintsoutwiththeconfinesoftheexisting TRAX complaint handling system.

Brief“We invited Garry onto the team as he consistently suggested ways of improving customer satisfaction through streamlining systems. His position within the frontline staff at RCC Dundee also gave us a headstart when speaking to staff and customers”

Lesley BoydLEAN Project ManagerHBoS plc - Retail Division

FeedbackThe customer is always right is a concept that many customer service centres live by, however how many actually practice it? The retail division of HBoS is 100% customer facing and also one of the biggest. FSA regulation and general best practice demand minimising complaints where possible.

Overview• Team-based process development• Uncovering the severity of simple

system errors• Understanding of complex systems

and interdependencies

Highlights

are you listening?HBoS plc | explore

Find the root of complaints resulting in a loss of customer and grow the complaint to maturity. Monitor the systems and processes applied throughout its lifespan and scrutinise their effectiveness against a consistent scale.

Brief“Thank you for taking the time to consider my complaint and how it could be prevented in future, rather than simply writing to me with an empty apology - I hope the project is a success”

AnonymousCredit card customerHBoS Card Servicing

FeedbackOnce an image of the complaints being received had been captured, it became clear to the team that certain complaints had been growing over an extended period of time, yet gone unnoticed. These types of complaint were consistently causing loss of customer.

Overview• Investigating and documenting the

complex automated processes and systems used to complete a simple task.

• Probingcustomerstofindoutwhatwas expected against what actually happens.

Highlights

growing a complaint.HBoS plc | establish

1) Identify customer accounts that either are or have been considered at high risk of termination. Upon customer led contact, probe them regarding their experience.

2) Install a system to capture call trigger data andcategorisetofilterthemajorityofcalls.Identify calls caused by the business failing in one or more respects, and review.

Brief“Your simple excel based data capture tool made it simple for agents to quickly note the call reason and outcome, anything too cumbersome would have meant people not doing it”

Greg RobertsTeam ManagerHBoS plc - RCC Dundee

FeedbackBeing within a contact centre environment means that there is a constant stream of customers to speak to. Engaging with select customers about pastorcurrentcomplaintshelpsdefinethe circumstances that make customer complaints unique rather than a statistic.

Overview• Incorporate a level of empathy

suitable to encourage customers to talk about experiences without undermining company policy.

• Designadatacapturetoolflexibleenough to handle a wide range of topics without muddying the resulting statistics.

Highlights

speak to customers.HBoS plc | engage

1) Propose a viable method for an upstream approach to system and process development, where customer and staff could inform management decisions more effectively about potential customer impact.

2) Encourage a culture shift amongst frontline staff to enable customer led development in daily practice.

Brief“The project was presented to the board appointed to oversee the project and they have given it the green light - there will now be a business improvement KPI rolled out to all frontline teams”

Lesley BoydLEAN Project ManagerHBoS plc - Retail Division

FeedbackSystem changes had been consistently led by new management ideas or approaches to stretch a target or introduce

downstream approach. Customers and frontline staff were rarely consulted prior to implementation and so negative effects took up to 6 months to be fed back, resulting in further change.

OverviewReviewing the process for implementing service changes and being introduced to business risk factors.Engaging with frontline staff to identify general opinion and overcome objections.

Highlights

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Engage with the system and company training provided and note down possible areas for improvement. Once through training, gain experience of the systems used in the sales and quality departments to identifypotentialinefficiencies.

BriefThis was a self-directed project and so no feedback was sought on this stage to ensure the training experience was authentic.

FeedbackWorkingwithinfinancialservicesfor5years has given me a strong insight into processes and system changes that work well and improve customer experience. Moving to NFU Mutual offered the opportunity to apply this experience, however establishing how the existing system worked was more important than suggesting changes in the early stages.

Overview• Gaining insight into how training

has been developed in one company versus another for the same eventual outcome.

• Recording the views of others within a training group to identify weaknesses and strengths in the programme.

Highlights

two ears, one mouth.NFU Mutual | explore

1) Gather statistics that are a direct result of inefficientprocesses.

2) Project the potential improvement gained by adapting the process.

3) Investigate the cost to business of the difference between the actual and projected results.

Brief“If you can prevent one FSA reportable complaint by implementing some sort of control system then the work would be worthwhile as they cost the business a lot of money”

Tony MorrisSales Floor ManagerNFU Mutual Direct

FeedbackNFU Mutual considers itself a prudent business and has successfully navigated the market place for 100 years. This presentsdifficultywhensuggestingchanges as there is a reluctance to stray from what is an approach that works.

Overview• Liaisingwithmanagementtofind

out key performance indicators and business measures.

• Focusingon‘BestPractice’scorestaken from calls recorded in the sales department with the potential for improving colleague bonus payments and minimising FSA reportable complaints.

Highlights

the way it’s always been done.NFU Mutual | establish

Document and organise the wide knowledge base that makes up the best practice training to create a reference map for new trainees orstrugglingagents.Usealo-fimethodtoquickly gain a response from managers and involved agents. Monitor best practice scores and plot any changes.

Brief“It seems like a simple idea to have a checklist for agents to use but its never been suggested before...”

PaulO’DonnellTeam LeaderNFU Mutual Direct

FeedbackStructuring sales calls has allowed the business to apply tested approaches to selling on every call. Agents are expected to incorporate as much of this best practice into their calls as possible. The main topics within best practice arepromotingcompanybenefitsandovercoming price objections.

Overview• Rapidprototypingofalo-fichecklist

to gauge initial response.• Probingagentstofindoutwhat

difficultiestheyfacedinspeakingtothe customer in a prescribed manner.

Highlights

how about...NFU Mutual | engage

1)Writeuptheresultsofthelo-fitesttoformpart of an investment plan.

2) Suggest ways of incorporating the forms digitally into the new system.

Brief“I like your idea and I can see it being of even more use when the new STEP system is introduced. Everyone will be starting from scratch with it so we’llneedasmuchhelpaspossibletokeepcallscompliant.”

Tony MorrisSales Floor ManagerNFU Mutual Direct

FeedbackFollowing a successful pilot of the best practice forms it was highlighted that this approach may have more use than originally anticipated as a new sales/servicing system was being installed. This meant that all agents would require re-training and therefore require additional support.

Overview• Meeting with the new system

development team to discuss options for incorporating best practice.

• Identifying a measurable increase in sales performance of test subjects

Highlights

Best Practice Form

Quote Product

CrossleadsExisting CustomerCompliance

No.1 Car Insurer AEMutality

100 years in business

5 Star Defaqto ratingMutual Bonus DiscountNo Admin Charges

UK Based Call CentresFreephone Numbers

New Car ReplacmentApproved RepairersReplacement Locks

Free EU CoverTrailer Cover

RAC Breakdown

Low ExcessesAudio Cover

Liabilty CoverExisting CustomerQuote Product

Quote Product

Existing CustomerQuote ProductQuote Product

Existing CustomerQuote ProductQuote Product

Company Bene�ts

Product Features/Exclusions

Objection Handling

Car

3

best practice, made easy.NFU Mutual | explain

Project D - I am VIPinsight development

Having no prior conceptions of how the company was run or how successfully it was achieving its goal of being the top promoter, Isetaboutfindingout.Mymaintaskwastousethetraininggivenandexperiencefirsthandthepublic’sreactiontotheservice.

Brief“Good work at the weekend mate, good photos, goodsales-you’veobviouslytakentoitprettyquickly”

Ian MooreProject LeaderiamVIP.co.uk

FeedbackiamVIP is a new concept in social network marketing for events and artists. Its core revenue is obtained by taking photographs of club-goers and selling them keychains with the photo inside. Having a keen interest in both the power of social networking and photography I applied to get involved at the ground level.

Overview• Dealing with the constraints of the

provided equipment and the lack of experience when left to work alone with minimal training.

• Experiencingandmanagingdifficultcustomer expectations and trends.

Highlights

get involved, watch and learn.iamVIP | explore

1) Can the equipment required be minimised or even removed to enable easier commuting between venues?

2) Investigate alternative methods of delivering the photographs to customers, without devaluing the service.

Brief“Ihadn’treallythoughtaboutnotdoingitthisway-people have just always been happy with keychains, though not everyone buys because the picture is quite small”

Stuart CleghorniamVIP photographer

FeedbackThe equipment provided to sell keychains to customers includes a full-size A4 photoprinterandstockoftypically150empty keychains. The combined weight ofwhichiscloseto15kg.Keychainsare sold on the premise that they will be printedandpresentedwithin15minutesof the initial photograph.

Overview• Researchingandtestingnearfield

communication technologies.• Adapting the SMS technology used in

the grapevine.fm project. • Calculating the cost implications

of changing key touchpoints of the existing service

Highlights

i have a weight problem.iamVIP | establish

While not having the technology in place to actually try the systems, approach the customer to gauge response to:

1) Moving away from traditional/physical keychains.

2) How they manage their personal photograph collections

Brief“Keychains are great because I get them here and now,butI’mneverquitesurewhattodowiththemafterwards.Ican’texactlyputtheminmyphotoalbum”

AnonymousiamVIP customer

FeedbackA recent opportunity arose whereby the iamVIP service was invited to take the photographs at a meet and greet with X-Factor star Diana Vickers. The fast paced nature of the meet and greet meant that the traditional method of selling and producing keychains was simply too slow. This was an excellent opportunity to test customer opinion regarding alternatives.

Overview• Witnessingfirst-handtheinabilityof

the current system to adapt to a faster-paced sales opportunity.

• Finding out the value customers put onthekeychainsversusadigitalfile.

• Understanding how the photographs takenattheseeventsmightfitwithinexisting collections.

Highlights

ask the audience.iamVIP | engage

Presentthefindingsoftheresearchinasensitive manner so as not to focus upon thenegativefindings.Insteadsuggestasan additional service offering that would increase customer base and reduce running costs.

BriefThis project is awaiting presentation mid May following further tests so no feedback has been gained for this section of the process. Watch this space!

FeedbackNow that the research is done, the findingsneedtobepresentedbacktomanagement for feedback.

Overview• Preparation of a business plan based

upon an existing model, drawing parallels where possible to simplify understanding.

• Propose a test pilot across select venues and outline the required investment.

Highlights

cashless sales.iamVIP | explain

Biography. Garry Burns

Garry is a passionate service designer and visualiser. More than 7 years experience in graphic design sees him helping to communicate key ideas and concepts for a wide range of clients, including HBOS plc via design agency Insight Innovations. A company set up in part, by Garry.

Being a first class graduate of the UK leading Innovative Product design course at Duncan of Jordanstone, he has broadened his design development and research skills. These skills are best synthesised in the development and execution of the grapevine.fm concept for integrating social networks into tangible spaces. Engaging the ‘myspace generation’ with research techniques such as cultural probing and journey mapping, the project gained valuable input from leading service design companies Plot, Engine and Live|work, winning the Interdisciplinary Design Award 2008, presented by Mike Press, formerly of The Design Council.

Garry’s current role sees him working with NFU Mutual, a leading Insurance company, to develop a service refinement plan for improving internal and external customer interactions.

2001 2003 2004 2005 2008 2009

Australiayear-out travel

Push...Designfreelance working

Insight Innovationsstart-up agency/project lead

Universityproduct/interaction degree

Medea Internationalin-house graphic design

grapevine.fmspin-o� business plan

HBoScustomer service

NFU Mutualsales associate

Faces In Placesnightclub photography

Photographyproduct/portrait/landscape

Key to Experience Map

Learning Applied

FinancePractical

Artistic

A direct output for pu�ing theory into practice

Organic development of natural strengths

Real-world development of business understandingThe driving force behind each subsequent line

Work primarily undertaken to finance progression

Experience Map. Garry Burns

Insight Innovations (Scotland) Ltd

InresponsetoDundee’sgrowingdigitalmediastatus,InsightInnovationswassetuptocapitalize upon a growing demand for high quality 2D artwork ranging from traditional graphic design to on-screen animations. The learning curve for setting up the business, implementing essential marketing and maintaining high level output, was considerably steep.Specificskillsdevelopedatthistimeincluderesearchingavailablefunding,accessinglocalandnationalassistanceprogramssuchas‘TheBusinessGateway’andforgingtightclient and supplier links to ensure stability through growth. These tasks in conjunction with deadline orientated artwork creation has resulted in an appreciation of how design management skills can be applied in a wider sense across all business practices and is an approach I am keen to promote in any future positions.

While furthering graphic design and creative thinking abilities, skills in invoicing, credit control,formalwrittencommunication,on-sitepresentationsandworkflowmanagementwere practiced on a daily basis.

Reference: Gareth Christie - Managing Director, Tel: 01382 804368

Medea International Limited

Progression to management of the graphic art and traditional marketing team at an international level over the two-year period served, via an in house apprenticeship. Co-Managing the Technical/Customer support supplied by the company to the public and trade sectors. Coordinating marketing schemes for new product launches. Including the now recognized brands Inkrite™ and Discrite™.

Evidence of graphic work can be found on the companies website www.medea.eu.com

Reference:YusufOkhai-ManagingDirector,Tel:08703500330

CV. Garry Burns

Contact DetailsFlat2/1,19PartickhillRoad,Partickhill,Glasgow,G115BPTel:07590369143,Email:garry@pushyourdesign.com

Aims I aim to immerse myself and build experience within a business that strives for service improvement and that inspires new experiences of engagement throughout industry. By applying tested skills in research, design analysis and communication I am looking to develop a new benchmark in service development.

Professional Design Experience HBOS plc - LEAN Project

Faced with a customer-last approach to system development, the retail servicing division rapidly alienated large numbers of customers. The team I was involved in was tasked with quantifying this problem and presenting incremental changes to reverse the trend. Ultimately resulting in a customer led approach to system development, the changes brought about asignificantreductionincomplaintsandsowedtheseedsofacustomer-focusedcultureamongst frontline staff.

Reference: Mike Rennie - Manager, Tel: 07821 696638Reference:SteveGray-Manager,Tel:07825759251

Work while in Australia

• Freelance graphic design work under the Push…Design moniker for established clients in the UK, examples of which can be found at www.pushyourdesign.com

• Research and development of bespoke components within Scotek Solutions Pty Ltd

SkillsGeneral:

• Impeccable English verbal and literacy skills• Willing adaptation to varying environments• Developed people management and listening skills, honed at various levels of

management• Keen judgement of character• Thoroughly enjoy the challenges of working in a team, yet possess the initiative to work

solely or remotely

Design:

• 7 years working experience with Illustrator, Photoshop, InDesign and CorelDraw. Mac and PC

• 5yearsfreelancephotographyandphotoediting• 5yearsexperienceliaisingdirectlywithprinthousesandpackagingcompanies• Proficientdesignprojectmanagementskillshavingdevelopedownapproach• Understanding of script languages HTML, AS2, PHP, Java (Processing) and database

management via MySQL

Customer:

• 6 years experience within a help desk environment offering support to both the general public and private clients

• World class standard people handling skills and telephone manner• Fluencyinoffice/administrationsoftwareincludingMicrosoftWord,Excel,Outlook,

Lotus Notes and intermediate skills in MS Access

Business:

• Experience setting up a limited company• Familiar with sourcing funding and support from local resources• ConsciousnessofwiderbusinesspressuresandKPI’s• Proficientindevelopingproduct/companyfeaturesandbenefitstoaidsalesinvarious

environments

Qualifications BSc Innovative Product Design, First Class Honours - University of Dundee

“The evolution of existing and emergence of new technologies has profound implications for products, the people who use them and the cultures in which they are placed. This is both an exciting and daunting proposition. Innovative Product Design aims to educate hybrid designers who have the ability to evaluate and creatively use technology in a design context. Through sensitively and critically assessing the needs of people we hope our graduates can design products that have a positive impact on our changing society.”

Polly Duplock, Course Director, Innovative Product Design 2008

AwardsInterdisciplinary Design Award 2008, The University of Dundee- presented by Mike Press, formerly of The Design Council

Innovative Product Design Class Prize 2006/2007 - presented by Polly Duplock, Course Director

Interests

I am very lucky to have a set of interests that either promote, inspire or involve me in design at various levels. From the clothes I buy to the conversations I have, the design sphere is a stronginfluenceinmylife,andIlovethat.Ienjoyphotographyandhavemanagedtofinda particular niche in nightclub / event photography. This works out well as it allows me to indulge my social nightlife. To get away from the computer or just for some fresh air I have found a passions for mountain biking and hill-walking, and Scotland certainly caters well. Oh, anddon’tgetmestartedontravel...

Frustrations Seeingsomanyservicedesigns,whetherpublicorprivate,thatsimplydon’tdothebestjobtheycould.ThisdoeshoweverhavethebenefitofkeepingmymindbusyplottinghowIcouldimprove them someday.