Briefing
Generate a brand oriented concept that attends to the users' needs, while respecting engineering demands
Brand analysis summary (with Peter Schmidt Group)
Linde sells a highly specialized technological tool (the best tool), which users are proud to operate. The product language references the automobile industry. What if we challenged this visual reference?
User Research summary
The forklift truck as product evolved as a vehicle that transports heavy loads. Security and functional issues were being solved as they were appearing and accidents happened.
Still, many accidents still happen. Our research showed that this is mainly due to visibility issues: the operator cannot see the surroundings and people fail to perceive the now electric truck behind full shelves in dark warehouses. Another reason for accidents is the wrong evaluation of weight and height, leading to loss of balance of the truck, which tips over.
The forklift truck as product evolved as a vehicle that transports heavy loads. Security and functional issues were being solved as they were appearing and accidents happened.
Still, many accidents still happen. Our research showed that this is mainly due to visibility issues: the operator cannot see the surroundings and people fail to perceive the now electric truck behind full shelves in dark warehouses. Another reason for accidents is the wrong evaluation of weight and height, leading to loss of balance of the truck, which tips over.
Design Thesis - See and to be seen
Improve the visibility issues with a user centered approach while transforming technical solutions into branding features. That would mean developing the truck as a tool that performs a task and not only beautiful car.
Summary of research in the form of post-its and mind map
Mood board
Development
Mock-ups helped to check the system's balance once the masts are relocated in favor of visibility.
Solution
