HLB News

John Cain and Rick Robinson, co-founders of E-Lab join HLB

Thu, 10 Jun 2010 11:15:00 -0500

June 10, 2010
posted by msharaf at 11:15 AM

By John Musolino HLB Chief Operating Officer

CHICAGO, June 10, 2010—Product development and innovation firm HLB has announced that John Cain and Rick E. Robinson, two of the driving forces behind the pioneering research firm E-Lab, are joining the company as Partners.

Cain brings with him a focus on transforming companies through design, strategy and innovation, and significant expertise in product, communication, and brand design. He also has nearly a decade of senior operational and leadership roles at both public and private companies in fields such as IT, product development, consumer research, and healthcare services.

Robinson brings 20 years of continuous innovation in the research space, from the ethnographic work of E-lab and Sapient’s Experience Modeling group, to global market research at GfK and new online models at Gfk, global panel provider Luth Research, and as a Research Fellow at Design Continuum in Boston. Dr. Robinson earned his Ph.D. at the University of Chicago, and speaks and writes widely on research, innovation, and design.

For most of those 20 years (at Doblin Group, E-Lab, Sapient and Sideriver Ventures) Cain and Robinson have worked as a highly complementary partnership, and will bring that synergy to their new positions at HLB. “Nothing I’ve been involved in over the last 10 years has been as exciting to me, personally and professionally, as this opportunity to work with John and the folks at HLB to help lead the Company into its newest phase of change and growth,” said Robinson.

CEO Ford Pearson said, “This was the right time for HLB to make this kind of move. We think we are very well positioned to take the opportunity to bring these guys in and offer new product development and innovation services and new ways of thinking to our clients. Being in the same business, in Chicago, we’ve known one another for some time. We’re all very confident in the chemistry this is creating”.

John Cain, who will be managing the delivery of products across the practice, is “looking forward to the work involved in bringing a number of new things that we’ve been imagining, discussing, for a long time into realization as new offerings for the entire design industry. The next six months or a year will see a lot of hard work crystallizing new ways to approach product development.” Robinson will be working on research approaches and a number of strategic alliances in industry and academia for the firm.

In the past, Mr. Cain and Dr. Robinson have had the good fortune to work for a stellar list of clients, such as Ford Motor Company, General Mills, Hallmark, Kodak, Samsung, SC Johnson, Warner Lambert and Whirlpool. Both John and Rick will be involved in continuing client work and thought leadership in the industry.

Designing in green

Sun, 01 Nov 2009 11:15:00 -0600

November 1, 2009

posted by smaus at 11:15 AM

By Martin Rathgeber HLB Director of Mechanical Engineering HLB and Gary Prokop Director of Industrial Design HLB

A medical product designed for reuse can eliminate the need to stock disposables and reduce the amount of medical waste. A medical product designed for reuse can also require space, manpower, and time for the process of cleaning and sterilization, including the safe storage of the item between medical procedures.

So, which is greener? The reusable item that must be washed, sterilized, packaged, and stored, or the single-use item that must be discarded after each use?

For a well-designed medical product to be successful, the ‘sterilization or single-use?’ decision must be made early in the design process. If the device is small and simple and can be manufactured inexpensively, single-use design may make sense. Sometimes, a disposable is easier to use, cleaner, and has a smaller carbon footprint.

But if the product is large, complex, costly, or requires a high material strength, a design for a reusable product may be the only option.

In any case, the product development process must begin with consideration of the entire life cycle of the device within the system. Ethnographic research performed at the beginning of the design process can create important design inputs by answering important questions such as: What is a ‘day in the life’ of this instrument or piece of equipment? How is it used, and who interfaces with it? Physicians, nurses, technicians, and patients will experience the device in their own, often different ways.

A doctor in surgery may only care that an instrument, no matter how well designed, is sterile and ready for use. But in his own office, a doctor is also an entrepreneur running a business and may take an additional view: not only must the instrument be sterile and ready for use, it must be affordable - in terms of efficiency, space and time required for cleaning, sterilizing, and storage. He or she must also consider how the entire process affects the staff members in the office.

The sterilization of a medical device includes a time factor as well as the costs associated with the dedication of space, equipment, and staff. In a physician's office, the time required for cleaning and sterilization may even become a bottleneck for a practice. The process takes a specific amount of time for cleaning, drying, bagging, sterilizing as well as tracking reusable items. In answer, the practice has to increase its investment in sterilization equipment, maybe with additional dedication of office space and resources.

A whole system approach takes account of the way people will use the product, including the cleaning, sanitizing, and sterilizing after use. Over the last few years, sterilization requirements have become more stringent in response to concerns about hoof-and-mouth disease, Creutzfeldt-Jakob disease, HIV, hepatitis, and MRSA (methicillin-resistant Staphylococcus aureus) infections. There are many types of germicides, wipes, solvents, and cleaners that may affect device design and material selection. And if the product will be sold in markets outside the United States, the design has to take into considerations the general practices, standards, and regulations of those markets.

As a result of increasingly stringent regulations, including increased autoclaving temperatures and much more aggressive media used for cleaning, sanitizing, and disinfecting, newer and potentially more costly materials must be used or else a shorter product life has to be anticipated.

For example a stainless steel instrument that once had a useful life of about 10 years, now has an expected life of only about seven years because of the way the material (especially chromium) reacts to the more aggressive chemicals. Plastic products that were designed for autoclaving temperatures of 121° C might not survive temperatures of 134° C, as now required in the EU.

Another aspect of disposable vs. sterilized is what happens when an instrument gets packaged for sterile storage. For example, emergency room decisions about which instrument to use require proper instrument identification without breaking the sterile seal. To be able to identify, open the sterile package, and quickly deliver the instrument to the doctor, the instrument ID must be visible through the package or the package must be labeled appropriately. This is an example of how a design feature — in this case the I.D. number or graphic on an instrument — can be affected by an in-place process and how proper design of such an ID can reduce the necessary human interaction, in this case the labeling of the sterile package by hand.

Additionally, it is nearly as important for a medical instrument to be perceived as clean and sterile as it is for the device to actually be sterile. Even if the sterilization process is entirely satisfactory and safe, the surgeon and the rest of the surgical staff may be ill at ease with the surgical tool if discoloration gives the appearance of contamination. Also, textures, crevices, and contours can be perceived as potential harbors of bacterial growth.

A design that fulfills the requirements of the entire system, taking into account all users, processes, potential hazards, and demands, may be a design that combines the benefits of sterilization with disposability. Large devices, motors, moving parts, electromechanical systems, are often too costly for single use. Still, the process of design may discover natural separations. The design may place the mechanicals in one area that can be draped, shrouded, or bagged for sterility. Other elements of the system may be detachable for disposal or for sterilization between uses. And visual cues, such as those for directing fastening of the shrouding material without obstructing vital elements like displays and controls, may take into account how users interact with the equipment during use.

The matter of visibility of critical areas, something so seemingly simple, is a good example of the way that design must reflect a whole system analysis.

Good design for healthcare environments, whether the setting is a hospital, the physician's office, or the home, will be determined by the conditions and the environment in which it is used, from the interaction with the healthcare professionals and patients, the pace of the surgery center, and the systems for sterilization and protection between uses.

In the end, the strategic decision between a disposable and a reusable solution has a huge impact on the final direction of the development process.

Design innovations require patents or do they?

Mon, 28 Jun 2010 15:18:01 -0500

October 1, 2009

posted by smaus at 11:15 AM

By Howard Dittmer Executive Vice President HLB

Those involved in the design and development of tomorrow's medical devices must take into account the intellectual property associated with their innovations. This may or may not lead to pursuit of a patent. Even though a design process won't always result in the need for or the justification of a patent, intellectual property is an important consideration for those developing tomorrow's solutions to today's needs.

There are two patents to consider: the utility patent, which recognizes and protects the mechanism, or the way something works. The other is the design patent, which recognizes and protects the appearance of the solution. If the appearance of the product is important to the accomplishment of the result, the design patent may be valuable.

Patents vs. trade secrets

During the early 1990s, the U.S. patent process came into harmony with practices around the world. Patent protection changed from 17 years from the date the patent issues to 20 years from the date of patent application. The change, coupled with a review period that can span years, has affected decisions by companies about their intellectual property. Companies need to decide if they will file for patent protection or if they will treat the intellectual property as a trade secret.

Patents, which first came into being as a teaching mechanism, a way of spreading technology developments for the benefit of a whole community of enterprises, also serve as references. In return for providing that service, the inventor enjoys a protection from imitation for a period of time. Today, the patent databases remain excellent sources of information.

When a project begins, discussion of patents can be explicit. The origin of the design effort can be a company's recognition of the benefit a competitor gains from its own intellectual property. The client needs to offer the same solution. But can the solution be accomplished in another novel way?

With that in mind, the design process often begins with existing patents. The review considers the patent protections, the features of the invention, and any apparent problems with the solution. In addition to the database of patents issued, the review includes the database of patent applications.

When a project is meant to counter and surpass the specific offering of a competitor, the design solution needs to be totally different from the competitor's patent. The creative process follows its own path, concerning itself with the solution more than avoidance of a protected idea. Ideas may be encumbered, but as they develop, the design process may begin yielding new and distinct solutions.

Details count

The design process should include recordkeeping by engineers and designers keeping notebooks with dates of activities, dates on drawings, and signatures attesting to presentation and discussion of ideas. The records provide a reference in case there is a dispute about the original inventor, resulting in a need to go to the U.S. Patent Office for a ruling. Even then, the governing matter in some jurisdictions will be “first to file.”

If the client intends to file for patent protection outside the United States, the design process has to protect absolute novelty. This evidence can be important when it comes to support of a client's patent application or to show that our invention predates a competitor's design.

Prior to filing a patent application, it is important to maintain secrecy around a potentially patentable idea. In the U.S., you have one year to file for a patent following disclosure of an idea in the absence of a non-disclosure agreement. However, in most of the world, a patent application requires “absolute novelty,” and an idea covered by a patent application may never have been previously disclosed.

Pros and cons

Most clients take on the responsibility of reviewing the patent databases and applying for protection of any important intellectual property. If a competitor's patent has come to light during a final stage of the design process, there may be a need for backpedaling and replacing the intended solution with another idea. If the new patent is one held by an owner in a tangential business, there may be value in proposing a joint leasing agreement.

When the patent application is made, the list of inventors is a critical part. Even though our contracts require the invention to be the property of the client, our names appear on the patent as inventors. The U.S. Patent Office insists on this. If a company applies for a patent and lists the inventors falsely, the company may lose all rights to its intellectual property. Putting the correct names on the application costs nothing; but listing the wrong names may cost a company everything.

The ability to patent something doesn't always justify the time, trouble, and cost. In some cases, patents don't hinder rivals as they find other ways to achieve the same solution. Or, the patent may have value for only a brief time as technology advances and new products are developed. And there are companies that simply launch a patent-infringing product after weighing the risks.

Nonetheless, when it comes to good ideas gelling into great solutions, managing intellectual property and weighing the merits of patents need to be incorporated into the design process.

Gaming is serious for devices of the future

Fri, 01 May 2009 11:15:00 -0500

May 1, 2009

posted by smaus at 11:15 AM

By Charles Keane Senior Vice President HLB

In today's interactive world, we text, download, and rely on GPS units for directions. And when we're not engaged in one of those activities, many of us are engaged in video game competitions with avatars (playful digital representations of human beings) throughout the world.

Our interactive world needs to intersect with the world of medical devices. I can, for example, envision glucose monitors that resemble iPhones featuring user-created avatars for guiding users and providing real-time feedback. Such an interactive “buddy system” might resemble a video game and would hold patients “accountable” while following a prescribed regimen. It could challenge users to “do better” next time, or to complete the next step within a certain time, and it could detect and track common symptoms such as blurred vision, which might go unnoticed by patients early on.

Already, wireless technology is being incorporated into the realm of personal dental care in the form of the Oral-B Triumph electric toothbrush, which includes a wireless connection to a nearby display device that monitors the pressure and time for each quadrant of the user's teeth. The display's icon language by HLB is intended for a global audience.

These wireless technologies can also be effective when responding to emergencies. If a patient injects too much of a remedial drug, a device could automatically sense the danger and react, perhaps by directing the person to the nearest hospital. The combination of the device's monitoring function with wireless communication could transmit data to a person's doctor or caregiver. The device also could be effective in helping to prevent emergencies. That is, if a patient skips a number of glucose checks, the doctor would receive notice.

The GPS functionality of the iPhone could be used to guide medical responders to an emergency or to alert pharmacists when a patient is out of glucose strips. The motion-sensing capabilities of the iPhone and Wii interactive game system could be used to monitor the blood draw or other parts of glucose testing. And if the user has incorrectly oriented the device, the device would signal the problem and then signal again when the problem is corrected.

In the hospital environment, medical equipment used by staff with multiple roles may be designed with avatars appropriate for each type of user.

The incorporation of wireless, GPS and video gaming technologies will advance the effectiveness and training associated with tomorrow's devices and equipment.

Game on!

Research rocks the OR

Sat, 01 Nov 2008 11:15:00 -0500

November 1, 2008

posted by smaus at 11:15 AM

By Ann Kauth and Elizabeth de Montforth Walker Co-directors of Research HLB Design

“Using this hammer makes me feel like a rock star.” That's what an orthopedic surgeon exclaimed after using the suite of surgical tools developed by HLB Design for Smith & Nephew's Journey Bi-Cruciate Stabilized Knee System.

Achieving the Smith & Nephew's ‘rock star moment’ began with a research process that took a holistic view of knee-replacement surgeries. A team of researchers, designers, and engineers observed surgical preparations, the actual surgeries, and post-op briefings to see how surgeons and nurses use the tools, and how they interact with one another.

Interviews with the surgeons and nurses provided the team with a better understanding of what they saw. And opportunities to perform knee replacements on cadavers and in saw-bone laboratories provided the nonsurgical team with a firsthand understanding of the realities and challenges of knee-replacement surgery.

At the core of this holistic approach, based on human factors research and ethnographic inquiry, is the belief that asking the end-user, “What do you need?”, is only the beginning. While the answers are useful, it is often impossible for a medical care provider to imagine the possibilities of design and engineering. It is doubtful that when asked what he or she needs, a surgeon would answer, “To feel like a rock star.” Yet that unarticulated need is well met by design features that include specially shaped stainless steel handles with orange silicone over-molds. The over-molds enable better grips by latex glove-wearing surgical teams while the stainless steel handles “accented” in orange make it easier to spot tools that need be returned to their proper place.

Looking beyond the obvious functional needs are those less obvious:

* Cognitive needs such as the rock star feeling are critical. Research and design must take into consideration the mental model that shapes user expectations as well as learning curves and styles.

* Environmental considerations often play a key role. What are the storage considerations? Where is the product used? Are there lighting and noise requirements? What about cleaning? Will the product cause a change in protocol? And what are the reimbursement challenges?
* Social and emotional needs often provide opportunities for innovation that surprise and delight. How are caregivers interacting and sharing information with each other during a procedure? How are devices used throughout different shifts? How does the design impact perception and use? How do patients feel about using something that looks like a medical device in a public setting, or having something that looks like medical equipment in their homes? How can a surgeon show his or her mastery of a procedure in the operating room?

Not all research techniques are the same. Some situations call for ‘hanging back’ and ‘shadowing.’ Observations gained from these techniques are coupled with post-op debriefs involving members of the surgical team.

Group sessions are opportunities for teams of caregivers or patients to talk to one another about what may or may not be working. Often it is the first time they have discussed issues as a group. The cross talk generated in these sessions can help uncover issues that a one-on-one interview would miss.

Participatory design sessions serve as useful forums for evaluating existing solutions, workarounds, and mock-up of new possibilities. During these sessions medical team members or patients work with a set of materials to mock up new product ideas to address their needs. Designers are on hand to collaborate with participants. Working with designers to embody a set of internalized needs is sometimes the easiest way for a user to explain what it is they are trying to do with a device.

Cross-functional integrated teams provide multiple perspectives and ensure the right questions are asked. A team that considers what questions a designer, engineer, and researcher will ask helps strike a proper balance so the research can provide guidance on what to design, and how to design it.

Finally, keeping target users involved beyond an initial research phase is critical. User evaluations and feedback are important steps in ensuring that proposed designs actually fit the needs uncovered during the initial research process.

AWARD-WINNING TOOLS

HLB Design was recently named a Gold winner in the 2008 Industrial Design Excellence Awards (IDEA) for its Smith & Nephew Journey Bi Cruciate Artificial Knee System instruments.

HLB Design for Smith Nephew Receives Gold IDEA Award from IDSA and BusinessWeek

Mon, 21 Jul 2008 16:18:23 -0500

Posted: 2008-07-21 16:18:23 UTC

HLB, long known as Herbst LaZar Bell, today was named a Gold winner in the 2008 International Design Excellence Awards (IDEA) competition. The product strategy, design, and development firm has offices in both Chicago and Boston, and has been a leader in the industry for over 45 years.

The IDEA competition is co-sponsored by the Industrial Designers Society of America (IDSA) and BusinessWeek.

Out of 1,517 entries, HLB received one of only 35 Gold awards for its work on surgical tools for the Smith & Nephew JOURNEY™ Bi-Cruciate Stabilized Knee System. The tools are used to make complex, precise cuts in the bone, and to take measurements for the actual implanting of an artificial knee or hip.

In its award-winning design, HLB created surgical instruments with stainless steel handle forms for enhanced comfort, and added Silicone over-molds to improve grip while surgical team members wear latex gloves. This design helps reduce the force and physical strain required to maintain a sure grip. The designs were then tested in the operating room, after which the grip was further tested for wet and oily gloved hands, rather than dry, bare hands.

Next, consideration was given to high temperature autoclaving. Large holes were created in the tools to further improve grip, reduce overall weight, and allow for complete drainage during the autoclave cycle. Finally, HLB created the instruments with orange handles, not only to reinforce the Smith & Nephew brand identity, but easy to spot for re-stock.

“The strong formal language of the voids and handle heads instantly communicated the many ways the individual instruments could be better manipulated in the hand. This Smith & Nephew line represents an impressive challenge to the industry standard,” stated Thomas Garvey, Associate Professor, School of Industrial Design, Carleton University (Canada).

The 2008 IDEA selection committee is comprised of 20 world-renowned designers and design thinkers. Judging criteria for each entry is focused on eight areas of industrial design excellence: design innovation; benefit to the user; benefit to the client/business; benefit to society; ecological responsibility; appropriate aesthetics and appeal; usability testing; rigor and reliability (Design Research category); and internal factors and methods, implementation (Design Strategy category).

IDSA is the voice of industrial design, committed to advancing the profession through education, information, community and advocacy.

HLB Adds Four Key Directors to Its Award-Winning Team

Wed, 16 Jul 2008 19:18:04 -0500

Posted: 2008-07-16 19:18:04 UTC

HLB, the award-winning product strategy, design, and development firm, announced the addition of four key directors. HLB, long known as Herbst LaZar Bell, is headquartered in Chicago and has an office in Boston (www.hlb.com).

HLB has over 45 years of recognized excellence for its design and development of countless diverse and widely recognized products. Award–winning designs have included the Johnson & Johnson Embrace Heart Stabilizer, the Motorola NFL Coaches’ Headset, and the iRobot Roomba Discovery Floorvac. In 2007, products created for newly public Israeli firm Medgenics, Sears Craftsman, Braun, Westell and other clients earned HLB eight awards and media recognition.

Ann Kauth, Director of Research, will be based out of the firm’s Chicago headquarters. Prior to joining HLB, Kauth led research teams for Sapient, Avenue A-Razorfish and E-Lab.

Ms. Kauth brings 13 years of research expertise in understanding customers and end-user experiences to her role with HLB. She has helped companies like General Mills, BMW, McDonald’s, Urologix, Johnson & Johnson and Motorola understand their customers’ needs and helped create the stimulus, vision, and messaging for many valued products. Kauth received her Bachelor of Arts degree from the University of Chicago.

Fred Keith, Director of Sales and Business Development, will work out of the Waltham, Massachusetts office. He will contribute to growth at HLB through acquisition of new customers as well as maintaining business relationships with existing customers.

Mr. Keith spent 22 years in sales in the R&D and enterprise software field, working primarily with engineering and product development teams, where he was engaged in product design, development and manufacturing business processes. Most recently, he held regional sales executive positions at Siemens PLM (formerly UGS), the start-up firm Aras Corporation, and Workgroup Technology Corporation. Keith earned his Bachelor of Arts degree from Cornell University.

Mary Mikelk, Director of Business Strategy & Innovation, will work out of HLB’s Waltham Massachusetts office. With over 20 years of experience in leading businesses through strategic initiatives, Ms. Mikelk will help HLB’s clients formulate and plan their business innovation strategies by placing particular emphasis on achieving design solutions that are meaningful to the end user and relevant to the client brand. This will include market and competitive research, customer behavior studies, life-stage modeling, and customer relationship management strategies and execution.

Before joining HLB, Ms. Mikelk was a client executive at Boston-based Keane, Inc., and also served as Director of Business Consulting and Brand Consulting for Cambridge, MA-based Sapient Corporation, where she helped clients formulate and plan their business and cross-channel strategies. She also owned and operated a marketing company. Mikelk earned her Bachelor of Arts degree in Communications from the State University of New York at Buffalo.

Karen Scanlan, Director of Research, will be based out of the firm’s Chicago headquarters. She adds more than 13 years of experience to an already strong HLB research team. Her expertise is in analyzing, synthesizing and translating research findings into actionable new health care and consumer products. She led cross-disciplinary, analysis-driven projects in alignment with project and strategic business objectives. Scanlan has helped companies like Unilever/Dove, Target, Kraft, McDonald Corporation, Motorola, Microsoft, Starbucks, LG, Kohler, BP, Navteq, JC Penny, Philips, General Motors, and the Department of Veteran's Affairs to create valued products and messages.

Before joining HLB, Scanlan was a senior researcher for Avenue A-Razorfish. Her earlier expertise was honed while working with Research International, Doblin Inc. and SonicRim. She also served as an instructor in the Illinois Institute of Technology’s renowned design curriculum. She received her BA in Psychology from the University of Illinois-Chicago and a Master of Design from the Institute of Design, Illinois Institute of Technology.

Andrew Macey, HLB chief operating officer and executive vice president, commented that “We are thrilled that seasoned professionals of this depth, experience and caliber, who really understand what is meaningful to our clients and their customers, are joining our already-strong team, and we will continue to build for a great future to accommodate our recent growth.”
#30#

Lehman Added to HLB Award Winning Design Team

Wed, 16 Jul 2008 14:15:52 -0500

Posted: 2008-07-16 19:15:52 UTC

HLB, long know as Herbst LaZar Bell, the award-wining product design consulting firm, announced the hiring of Don Lehman for its design team. He will be based out of the firm’s Chicago headquarters. HLB also has an office in Boston.

Prior to joining HLB, Lehman was a member of the Ignite USA design teams, which developed products for Black and Decker, Magellan, Mead, VIKA and Starbucks brands. He was also the lead designer on the 2007 IDEA Bronze award winning design for Contigo.

Lehman, who has more than five years of industrial design experience, received the 2008 CES Innovation Honor for Magellan Triton 2000; and the Laptop Magazine Editor’s Choice award. In addition, he was the recipient of RIT School of Design’s Chairperson Award for Design Achievement.

Lehman graduated with Honors from the Rochester Institute of Technology, with a Bachelor of Fine Arts.

About HLB:
HLB is an award-winning product design consulting firm helping companies in the consumer, medical and industrial marketplaces grow organically through innovation. HLB’s approach drives their mission to create products and services that make lives more enjoyable, more convenient and more fulfilling for those who use them. HLB is responsible for countless diverse and widely recognized products, including the Johnson & Johnson Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac.Visit www.hlb.com for more information.

HLB's Phil Corse to Participate in China Panel Discussion on Saturday, April 19, 2008

Wed, 16 Jul 2008 09:40:09 -0500

Posted: 2008-07-16 14:40:09 UTC

Phil Corse, Senior Vice President of Consulting Services at HLB, has been asked to participate as a panelist for a Kellogg panel discussion on conducting business in China. Phil will moderate MARKETING IN CHINA: CONNECTING WITH 1.3 BILLION CONSUMERS. The event will take place at the James L. Allen Center is located on the western shores of Lake Michigan at Northwestern University's Evanston campus.

The panel will discuss Who is the "Chinese consumer"? What are the key drivers of the Chinese consumer, and how do companies leverage these drivers to connect with consumers? Is it truly feasible to market to the masses, or is China a market with many niche segments? This panel will focus on the challenges and opportunities of marketing to the Chinese consumer. It will feature distinguished speakers from a variety of backgrounds, all of whom have a wealth of experience with marketing in China, ranging from market entrance to expansion. For more information go tohttp://www.kellogg.northwestern.edu/conference/ChineseBusiness/Panel3.html

What is good design? More importantly, what is good design practice?

Mon, 28 Jun 2010 14:48:41 -0500

Posted: 2008-07-16 15:06:45 UTC

New Form + Function Club welcomes design expert Walter Herbst
Key to good practice is understanding what customers really need, not just what they say they need. By Adrienne Murrill

These were the questions that Kellogg School students discussed with award-winning designer Walter Herbst on Feb. 14. Herbst addressed the Kellogg community at the kick-off event for Form + Function, the new Kellogg design and innovation strategy club. His lecture took place in the Donald P. Jacobs Center.

The founder and chairman of Herbst LaZar Bell drew a large audience, igniting excitement for the club. As a clinical professor of marketing at Kellogg, a clinical professor of engineering in the McCormick School of Engineering and as the director of the new Master of Product Development Program (MPD), Herbst ’90 is a well-known and respected figure among the Northwestern community. He conducted the hour-long session like a class seminar, interacting with students throughout the presentation and providing specific examples to illustrate his points.

To read more: http://www.kellogg.northwestern.edu/news/whatsnew/walterherbst.htm

Charter One Bank - HLB's Phil Corse to Participate in China Panel Discussion on January 23rd, 2008

Wed, 16 Jan 2008 16:29:26 -0600

Posted: 2008-01-16 22:29:26 UTC

Phil Corse, Senior Vice President of Consulting Services at HLB, has been asked to participate as a panelist for a Charter One Bank private forum and panel discussion on conducting business in China. The event will take place on January 23, 2008 at the Field Museum.

For more information go to http://http://www.chicagolandchamber.org/sub/event_calendar_detail.asp?Print=Y&EVE_ID=989

HLB Product Designs Win Multiple Awards and Help Launch an Initial Public Offering

Mon, 14 Jan 2008 15:11:41 -0600

Posted: 2008-01-14 21:11:41 UTC

CHICAGO and BOSTON (January 11, 2007) – Eight product design awards at year-end capped a successful 2007 for HLB, the Chicago-based ideation, design and engineering agency. In addition, HLB assisted with the creation of a medical innovation that propelled client Medgenics’ successful initial public offering.

“HLB has an incredible heritage, having served the medical, industrial and consumer industries for more than 45 years. In the past 60 days alone, several of the products we’ve help conceive, design and develop have achieved tremendous success,” said Andrew Macey, the COO for HLB.

http://www.hlb.com/newsrelease/Biopump-ill-low-rezsm.pnghttp://www.hlb.com/newsrelease/Biopump-ill-low-rezsm.png

* Medgenics: A leading medical device company and provider of the Biopump, an implantable medical device, had a successful initial public offering
* Sears Craftsman: Received the Popular Mechanics Editor’s Choice Award for its innovative AXS line of tool chests
* Westell: UltraLine™ Series3 residential gateway has been named an International CES Innovations 2008 Design and Engineering Award honoree in the Home Networking product category
* Epson: New Ensemble HD™ Home Cinema System received the International CES Innovations 2008 Design and Engineering Honoree Award in the Video components product category
* Braun: The Oral-B Triumph™ with SmartGuide toothbrush, designed to provide consumers with a more intelligent tooth brushing experience, was named Best of What’s New 2007 in the Personal Health category by Popular Science

In addition, the Chicago Athenaeum awarded HLB five 2007 Good Design Awards in its annual competition. The International Good Design competition is known as one of the oldest and most important, with participation from such pioneering designers as Charles and Ray Eames and Florence Knoll.

HLB won Good Design awards for consumer, industrial and medical work. Award-winners were Epson’s Accolate Duet Projection Screen; Everest Biomedical’s SNAP II; the VELscope Oral Cancer Screening System; and two awards for Dove packaging featured in the company’s Dove Campaign for Real Beauty.

With offices in Chicago and Boston, HLB creates products of Meaningful Design® that range from everyday consumer necessities to life-saving medical advances.

Phil Corse to Moderate U.S. China Business Forum

Wed, 26 Sep 2007 15:57:07 -0500

Posted: 2007-09-26 20:57:07 UTC

Chicago, IL. – HLB, the globally recognized design strategy and development consultancy announced recently that Phil Corse, Senior Vice President of Marketing Consulting Services, will be one of the featured participants at the upcoming China: Promise to Profits, U.S. China Business Forum presented by the World Trade Forum, the Chicagoland Chamber of Commerce and the Department of Commerce and Economic Opportunity. The event takes place Thursday, October 18th, 2007 at Loyola University Chicago's School of Law located in downtown Chicago.

Mr. Corse will serve as Moderator of a panel entitled: “Company Perspective,” which focuses on the experiences of companies doing business in China. "There is an ancient Chinese proverb that says ... 'In China everything is possible, but nothing is easy.' This conference provides an excellent opportunity to benchmark best practices of U.S. SME's (small to medium size enterprises), who are successfully doing business in China."

Mr. Corse has had a wide range of experiences researching, developing and sourcing products from Asia for over 25 years. He is a principle in the Innovation and Ethnography User Research practice at HLB, where his clients have included Hewlett Packard, Samsung, Motorola, Microsoft, Kraft, 3M, Abbott, and Fortune Brands. He’s also an adjunct associate professor of marketing at Kellogg, as well as CEO of Connectables, LLC, a China sourcing and trading company.

China: Promise to Profits, the China Business Forum will inform and educate small and medium-sized businesses about the Chinese business frontier and how businesses may
be able to take part in this growth opportunity. The conference will provide insight into the booming Chinese economy and beneficial business resources on both sides of the Pacific from prominent speakers who have already succeeded in China. This conference, geared toward Presidents, CEO’s and other senior management helps managers understand the balance between opportunity and threat by hands on training and best practices. For more information please contact Amina K. Majeed at amajeed@wtcc.org

About HLB: HLB is an award-winning product design consulting firm helping companies in the consumer, medical and industrial marketplaces grow organically through innovation. HLB's Meaningful Design™ approach drives their mission to create products and services that make lives more enjoyable, more convenient and more fulfilling for those who use them. HLB is responsible for countless diverse and widely recognized products, including the Johnson & Johnson Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac. Offices are located in Chicago, Boston and Los Angeles. Visit www.hlb.com for more information.

Contact:
HLB
312-454-1116
hlb@hlb.com

HLB’s Martha Cotton Addresses Potential Pitfalls to Doing Good Research Work

Thu, 23 Aug 2007 15:35:25 -0500

Posted: 2007-08-23 20:35:25 UTC

Chicago, IL. – There frequently is a frustrating phenomenon of one particular aspect of the kind of work user researchers do: when the job is done well, what has illuminated about a user experience becomes so instantly accepted by either the client or design team (or both), that all the rigor and effort that went into getting there becomes invisible.

Additionally, user experience professionals are frequently called to measure their value via traditional business metrics, and while this can be done on occasion, frequently the best ways to describe their impact is through compelling stories that in some business situations can be seen to matter less than what a spreadsheet says.

Enter Martha Cotton, Vice President of Research for HLB, who will be offering her expertise as part of the 2007 Computer-Human Interaction Forum of Oregon (CHIFOO) Program Series. Her seminar, entitled, “Making the Invisible Visible: The Problem With Doing Good Work.” will examine these phenomena and offer ways to reclaim some visibility and give voice to the value of research, especially in ways that promote the value of the work in business contexts. The talk takes place Wednesday, June 6th at the World Trade Center in downtown Portland, OR.

“Currently, what I see as being the two main challenges to communicating our value as research practitioners are visibility of the creative process and calculability of outcomes from that process,” stated Cotton. “In my talk at CHIFOO, I hope to continue the interesting dialogue that concerns not just the Human-computer interaction (HCI) community, but the vast umbrella that encompasses the entire creative field.”

Ms. Cotton provides leadership in planning and implementing all aspects of HLB’s various research programs. This includes ethnographic and observational research, focus groups, user interface development, and data collection and analysis. She has been featured at numerous conferences and conventions, the most recent being the IDSA Midwest Regional Conference in Kohler, WI, and the International Home and Housewares Show in Chicago. In addition to her role as VP of Research, Ms. Cotton is also one of the three members of the SEED Group, HLB’s design strategy and innovation team.

The 2007 CHIFOO Program Series addresses different aspects of promoting the organization’s value – whether to management, a client, or a potential employer – and how to have their work recognized and integrated into business practices. Local and national practitioners and researchers will present their tried-and-true methods for effectively selling the HCI discipline and user-centered solutions. For more information, visit the CHIFOO website (http://www.chifoo.org/index.html).

About HLB: HLB is one of the largest privately held product design consulting firms in the world with expertise in strategy and realization for the consumer, medical and industrial marketplaces. HLB leverages a unique approach called Meaningful Design™ to create products and services that make lives more enjoyable, more convenient and more fulfilling for those who use them. HLB is responsible for countless diverse and widely recognized products, including the Johnson & Johnson Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac. Offices are located in Chicago, Boston and Los Angeles. Visit www.hlb.com for more information.

Contact:
HLB
312-454-1116
hlb@hlb.com

HLB’s Phil Corse to Moderate Panel on “Marketing to the Chinese Consumer”

Mon, 28 Jun 2010 15:02:35 -0500

Posted: 2007-08-23 20:35:25 UTC

Chicago, IL. – HLB, the globally recognized strategy, design and development consultancy, announced recently that Phil Corse, Senior Vice President of Marketing Consulting Services, will be one of the featured participants at the upcoming, first ever Greater China Business Conference, sponsored by Northwestern University’s Kellogg School of Management. This premier event takes place Saturday, May 19th at the James L. Allen Center, located at Northwestern’s Evanston campus.

Mr. Corse will be the Moderator of a panel entitled: “Marketing to the Chinese Consumer,” which focuses on who is the “Chinese Consumer,” and how to market successfully to over one billion people. Attendees will gain insight into how leading companies leverage their brand and use creative advertising and marketing strategies to adapt to local Chinese consumers. They’ll also learn about the hot new consumer trends in China and hear testimonials of companies that have generated billions of dollars in revenue by successfully tapping into the Chinese consumer market.

“While most of us recognize the potential of the Chinese market and the growing financial strength of their consumers, very few of us have a handle on the best ways to reach those new consumers,” said Walter Herbst, Chairman and Co-founder of HLB. “This subject, ‘Marketing to the Chinese Consumer,’ is finally being addressed at this new conference, and we’re thrilled that Phil Corse, a well-regarded expert in the field, is moderating the panel.”

Mr. Corse has had a wide range of experiences researching, developing and sourcing products from Asia for over 25 years. He is a principle in the Innovation and Ethnography User Research practice at HLB, where his clients have included Hewlett Packard, Samsung, Motorola, Microsoft, Kraft, 3M, Abbott, and Fortune Brands. He’s also an adjunct associate professor of marketing at Kellogg, as well as CEO of Connectables, LLC, a China sourcing and trading company.

The Greater China Business Conference will bring the latest insights on key issues facing China, while providing a forum for discussion on managing for success. Paired with the strength of Mr. Corse and other member’s of Kellogg’s outstanding academic faculty, global leaders from Greater China will provide distinctive and practical insights on the issues companies face everyday when operating in the region. For more information, visit the conference website (http://www.kellogg.northwestern.edu/conference/ChineseBusiness/index.htm).

About HLB: HLB is one of the largest privately held product design consulting firms in the world with expertise in strategy and realization for the consumer, medical and industrial marketplaces. HLB leverages a unique approach called Meaningful Design™ to create products and services that make lives more enjoyable, more convenient and more fulfilling for those who use them. HLB is responsible for countless diverse and widely recognized products, including the Johnson & Johnson Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac. Offices are located in Chicago, Boston and Los Angeles. Visit www.hlb.com for more information.

Contact:
HLB
312-454-1116
hlb@hlb.com

HLB, Everest Biomedical Receive I.D. Annual Design Award for SNAP II

Thu, 23 Aug 2007 15:35:25 -0500

Posted: 2007-08-23 20:35:25 UTC

Chicago, IL – HLB, the globally recognized product design consultancy responsible for numerous award winning products like the Bionaire Revolution Humidifier and the First Years Breastflow Infant Feeding System, announced recently that the Everest SNAP II they helped to design has won a 2007 I.D. Annual Design Award, presented by I.D. Magazine. The SNAP II received an Honorable Mention in the Equipment Category.

“The Everest SNAP II is a success story on every level,” stated Greg Holderfield, Director of Industrial Design for HLB. “This device not only improves patient care, but also meets the needs of modern healthcare through its portability and simple user friendly interface. We’re thrilled that it’s being recognized as one of the top products in its category at such a prestigious design competition.”

SNAP II is a portable level of consciousness (LOC) monitoring device that provides anesthesiologists, nurses and surgeons a way to help assess a patient’s brain status under anesthesia. The device’s convenience and versatility in its form factor and feature set allows clinicians to simplify activities, increase productivity, and provide improved patient care, all while reducing risks for the patient.

HLB provided the design solution for the SNAP II’s user interface, which conveys ease of use and readability. A color touch screen and minimized controls eliminate the blender effect – controls for the sake of controls – making navigation of features simple. The unit also supplies visual and audible alerts with user definable limits, as well as a crystal-clear high-resolution color display with visibility under all lighting conditions.

“SNAP II’s design marries function and performance with a refreshing aesthetic that replaces the generic and often intimidating ‘beige box’ frequently found in the healthcare industry, Holderfield added. “The successful development of this now award winning product has helped put Everest Biomedical, a medical start up, on the healthcare map.”

Since 1954, the Annual Design Review has recognized the best in product, furniture, graphic and environment design, from the iconic to the obscure. Throughout the years, this annual showcase has chronicled the evolution of design, and highlighted its impact on our material and visual culture. For the 2007 competition, there were over 2000 products entered from around the world.

Each year, the featured work is chosen by a jury of leading practitioners, who, along with I.D.'s editorial team, focus the abundance of submissions into a clear survey of the state of design. The resulting overview is published in the August issue of I.D. magazine — the Annual Design Review issue. For more information, visit the I.D. Magazine website (http://www.id-mag.com/).

About HLB: HLB is one of the largest privately held product design consulting firms in the world with expertise in strategy and realization for the consumer, medical and industrial marketplaces. HLB leverages a unique approach called Meaningful Design™ to create products and services that make lives more enjoyable, more convenient and more fulfilling for those who use them. HLB is responsible for countless diverse and widely recognized products, including the Johnson & Johnson Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac. Offices are located in Chicago, Boston and Los Angeles. Visit www.hlb.com for more information.

Contact:
HLB 312-454-1116 hlb@hlb.com

HLB Receives Excellence in Design Award for Bionaire Revolution Humidifier

Thu, 23 Aug 2007 15:35:25 -0500

Posted: 2007-08-23 20:35:25 UTC

Chicago, IL – HLB, the globally renowned product design consultancy announced recently that the Bionaire BU-2200U Revolution Humidifier they helped to design has been recognized by Appliance Design Magazine’s 20th annual Excellence in Design (EID) Competition. Revolution, a product of Jarden Consumer Solutions’ Holmes Group, was honored with a Silver EID award in the Small Appliances category.

“Guided by understanding user needs and the goals of our client, this project was about the solid realization of a compelling design that stands out amongst its competitors,” stated Rose Anderson, Industrial Designer for HLB. “The whole team, client included, is extremely excited not only with how Revolution came together, but that it’s being acknowledged by EID as one of the top products in its category.”

Revolution is an ultra-sonic humidifier that differentiates itself by breaking away from the commodity experience through a radical iconic form factor and design elements based on emotional drivers. It features a unique blue backlit view window that showcases the mist as it swirls through the central chamber and out into the surrounding air. Unlike any humidifier available, this “wow” factor brings the process to life and provides the user with direct visual confirmation of Revolution’s efficacy.

An independent panel of three industrial design experts performed judging of the entries. Evaluations were based on four criteria: appearance, human factors, innovation and technical merits. The judges noted that Revolution’s designers demonstrated that they are serious about industrial design and showed that seriousness by attention to details and innovative approaches that sharply differentiated the product from its competitors. Another element found was the ability to make technology more accessible to the user.

“The purpose of Appliance Design’s annual EID competition is to honor designers like HLB and products like the Bionaire Revolution that have excelled in meeting the modern challenge of harmoniously melding technology and industrial design,” said Richard Babyak, editor.

Photos and descriptions of winners will appear in the June 2007 issue of Appliance Design magazine, in both the print, digital and online versions at www.appliancedesign.com. Appliance Design is a publication of BNP Media, Troy, Mich.

About HLB: HLB is one of the largest privately held product design consulting firms in the world with expertise in strategy and realization for the consumer, medical and industrial marketplaces. HLB leverages a unique approach called Meaningful Design™ to create products and services that make lives more enjoyable, more convenient and more fulfilling for those who use them. HLB is responsible for countless diverse and widely recognized products, including the Johnson & Johnson Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac. Offices are located in Chicago, Boston and Los Angeles. Visit www.hlb.com for more information.

Contact:HLB 312-454-1116 hlb@hlb.com

Martha Cotton and Anthony Pannozzo Featured at IDSA District Conferences

Thu, 23 Aug 2007 15:35:25 -0500

Posted: 2007-08-23 20:35:25 UTC

Chicago, IL – HLB, the globally recognized product design consultancy, announced recently that Martha Cotton, Vice President of Research, and Anthony Pannozzo, Vice President of Design Strategy for HLB’s Seed Group, will be sharing their expertise at two of the upcoming IDSA District Conferences. Ms. Cotton is leading a workshop on ethnography at the Midwest Conference in Kohler, WI, while Mr. Pannozzo is moderating a panel discussion on Design in Asia at the Northeast District Conference in Providence, RI. Both of these events are taking place April 20-22.

“HLB is honored and delighted to be representing our areas of expertise at two of the IDSA District Conferences,” said Walter Herbst, Chairman and Co-founder. “While both Martha and Anthony are well sought after on the speaking circuit, having IDSA as a forum always brings lots of excitement, as the audience is well tuned in to the subject and the need.”

Ms. Cotton’s workshop is designed to provide attendees with the tools needed to make ethnography worthy of its “buzz” by illustrating the best reasons and ways to do it, as well as the most efficient and cost effective implementation strategies. As ethnography moves mainstream, clients desire to utilize the practice more than ever before, but this increases the risk that it won’t be executed correctly, resulting in misleading findings.

“What concerns me about the growing ‘buzz’ around ethnography is the un-meaningful choices practitioners make for the reasons to do it, and the outputs to expect from it, “ stated Cotton. “What I say to them is: think about what you want from ethnography, and then expect more from it.”

Mr. Pannozzo’s panel discussion on Design in Asia is comprised of him and two other industrial design experts: Bruce Ancona of A2 Design and Uday Dandavate of Sonic Rim. The discussion focuses on the conference theme of “Shift”; specifically how design is shifting to Asia and its global impact. Participants will gain a better understanding of the opportunities that this shift presents and how to best take advantage of them.

The IDSA Midwest Conference, “Shape,” will bring together an unparallel group of professionals to discuss their perspective on this new element in the design field: how the use of analysis and visualization skills now not only create products, but also creatively tell the stories about how consumers, products and markets might interact. The Northeast District Conference will hit the pulse of industrial design through Mr. Pannozzo and other experts’ examples of notable “shifts” in the industry. For more information visit the conference websites (http://www.idsa-midwest.org/index.html and http://www.idsa-ned.org/index.htm).

About HLB: HLB is one of the largest privately held product design consulting firms in the world with expertise in strategy and realization for the consumer, medical and industrial marketplaces. HLB leverages a unique approach called Meaningful Design™ to create products and services that make lives more enjoyable, more convenient and more fulfilling for those who use them. HLB is responsible for numerous breakthrough products, including the Johnson & Johnson Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac. Offices are located in Chicago, Boston and Los Angeles. Visit www.hlb.com for more information.

Contact:
HLB
312-454-1116
hlb@hlb.com

Walter Herbst to Speak at WIPO Strategic Innovation, Technology and Intellectual Property Management Conference

Thu, 23 Aug 2007 15:35:25 -0500

Posted: 2007-08-23 20:35:25 UTC

Chicago, IL – Herbst LaZar Bell Inc. (HLB), the internationally renowned product design consultancy, announced recently that Walter Herbst, Chairman and Co-founder, is serving as one of four faculty members from Europe and the United States at the upcoming World Intellectual Property Organization (WIPO) Strategic Innovation, Technology and Intellectual Property Management Conference. This prestigious international event is taking place in Geneva, Switzerland from April 16-19, with attendees coming from North and South America, Europe and Asia.

“This esteemed international conference sponsored by the UN is dedicated to helping those companies who want to better succeed in the global marketplace,” stated Herbst. “The winning formula for profiting is innovation, which should continuously be taught. That is what I propose to deliver during this four-day event.”

Mr. Herbst will offer his expertise on two different subjects during the conference: Introduction to Product Development, and Good Design Practices. The first topic examines the 50% failure rate of new products entering the U.S. market while conveying what accomplished product development leaders understand that allows them to have a greater opportunity for success. The second area furthers this by examining the methodologies behind successful designers’ ability to continuously deliver high value products.

Both topics are intended for executives and managers involved in the development and management of new products, processes and strategy. Through the use of real life examples, testimonials and visual aids, participants will gain a better understanding of the key essentials for a successful product design and development process.

Widely recognized as one of the leaders in the product development industry, Mr. Herbst holds over 85 patents in hardware, household and medical products. In addition to his many accolades at HLB, he serves as a faculty member at Northwestern University’s Kellogg School of Management as well as their McCormick School of Applied Science and Engineering, where he is a clinical professor in the Mechanical Engineering Department. He is also the Director of McCormick’s Master of Product Development (MPD) program.

The Strategic Innovation, Technology and Intellectual Property Management Conference is a UN sponsored, four-day intensive program designed for middle to senior level executives from around the world who wish to learn how to fuel innovation, maximize return on investment in R&D and move their firm up the technology ladder. The program includes the essentials of product design and development, technology assessment and forecasting. For more information, visit the conference website (http://www.wipo.int/academy/en/execed/siipm/gva_apr_07/#overview).

About WIPO: The World Intellectual Property Organization (WIPO) is a specialized agency of the United Nations. It is dedicated to developing a balanced and accessible international intellectual property system, which rewards creativity, stimulates innovation and contributes to economic development while safeguarding the public interest. WIPO administers 24 international treaties and carries out a rich and varied program of work with over 183 member States.

About Herbst LaZar Bell: Herbst LaZar Bell Inc. (HLB) is an internationally recognized, multidisciplinary product design and consulting firm that specializes in the consumer and medical marketplaces. HLB offers turnkey innovation and select services in creating products that make lives more enjoyable, more convenient and more fulfilling for those who use them, a process known as “Meaningful Design TM.” HLB is responsible for numerous breakthrough products, including the Embrace Heart Stabilizer, the Motorola NFL Coaches Headset, and the iRobot Roomba Discovery Floorvac. Offices are located in Chicago, Boston and Los Angeles. Visit www.hlb.com for more information.

Contact:
HLB
312-454-1116
hlb@hlb.com

Walter Herbst Offers Product Development Expertise at 3-Day MPD Executive Certificate Program

Thu, 23 Aug 2007 15:35:25 -0500

Posted: 2007-08-23 20:35:25 UTC

Chicago, IL. – Herbst LaZar Bell Inc. (HLB), the world’s largest privately held product design consultancy, announced recently that Walter Herbst, Chairman and Co-founder, is one of the featured faculty members at Northwestern University’s Managing Product Design and Development 3-Day Executive Certificate Program. Mr. Herbst, who is also the Academic Director of the Master of Product Development (MPD) program at Northwestern, is teaching a course entitled, “Introduction to Product Development.”

“This is a watershed event,” stated Herbst. “While there have been other educational seminars on these subjects, the Northwestern 3-Day Executive Program brings the expertise of the proven faculty that teach in the two-year Master of Science Program for Product Development. It’s an honor and a privilege to be a apart of such an illustrious group at this prestigious biannual symposium.”

Mr. Herbst and other leading faculty members from Northwestern’s Kellogg School of Management and Robert R. McCormick School of Engineering and Applied Science will team with industry experts, using real world case studies and group workshops to illustrate the main concepts of the three-day program. His Introduction to Product Development course will provide attendees with an understanding of the product development process as a whole, as well as a phase gate process to promote and enhance creativity.

The Managing Product Design and Development Seminar is an intense three-day executive program designed for professionals in the field of product development that recognize the need for fine-tuning. According to Herbst, “This need is driven by the reality that about 25% of all products that enter the retail market reach their viable profitable scale and remain in the market.” The program runs from March 18-21 at the Kellogg School of Management on Northwestern’s Chicago campus.

During the 3-Day MPD Executive Program, the eleven core classes are presented including Mr. Herbst’s Introduction to Product Development course, Essentials in Industrial Design, Scenario Planning, and Strategy in Design. Participants will gain skills in a multitude of areas including managing the product development phase-gate process, product performance metrics, and understanding the value of design as a strategy. For more information, visit the Northwestern MPD website (www.mpd.northwestern.edu).