Nokia Core

Role

By 2009, Nokia claimed almost half the global market. The business was divided into categories, each with a distinct design language and strategy.  As Nokia prepared to streamline its portfolio as a Microsoft subsidiary using Windows-Phone OS, I was asked to create a design system integrating those business units into a single identity that would flex across Lifestyle, Multi-media, Entry, Business, and Mainstream categories.

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The creative direction came from Nokia's brand mission; "Connecting People in New and Better Ways"  - finding the intersection between People and Advanced Technology as a design expression.

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We created a design system with two parts that combine in an intriguing and fluid way; a digital display portion to showcase content and a physical part with superior tactile and aesthetic qualities.

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The resulting design identity was then exercised across the portfolio.  From emotive, expressive product lines through to pragmatic, businesslike devices flexing the design system through form, detail and CMF.  The design strategy was successfully rolled out across the portfolio in 2011 as a unified identity under Microsoft ownership.

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Challenge

The first generation, launched in 2009, was aging.  My role was to reignite the platform through design and functional improvements while setting the direction for a new visual identity.

 

Process​

I started with baseline consumer research to understand user perceptions around usability, functionality, and visual impression.  This led to metrics for UI development and a tech & ID 'innovation target'.

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Several rounds of concept iteration included sketches, renderings, UI wireframes and full-size mock-ups. A second round of research in USA and UK helped distill the ideas into a final direction. 

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The in-house engineering team developed electronics, fluidics and mechanical solutions; I was responsible for maintaining the design vision and finding ways to overcome technical challenges through to contract manufacturing and testing.

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Result

Quantitative research and consumer intercepts at initial installation locations proved out the metrics and goals, and the design won IF and Good-Design awards.

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9100 delivers the ‘perfect pour experience’ with a pure white stage featuring a cast steel ice lever and highly refined cup rest, illuminated to highlight the experience. The complex demands of the lever, cup-rest, drip tray, drainage, servicing and usability have been resolved in a disarmingly simple manner. 

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Beyond a 24” touchscreen the interface extends onto a round 'touch-to-pour' display.  Featuring capacitive touch and haptic feedback, the user gets a highly sensorial experience as they hit pour.