“You can design award winning products, develop innovative technology, conduct deep anthropological research around the world, chart interaction architectures, create prototypes, perform user tests, develop marketing and brand strategies … in the end, if your product is placed on a shelf or website within a poor customer experience, and the sales assistant cannot formulate the benefits of your product beyond the features in comparison to your competitor, your product will fail in the market place.”
In 2006 DWB showcased the widely acclaimed Digital Wellbeing Showroom at the London Design Festival; the first of a new kind of retail environment for digital lifestyle products.
Alexander’s passion lies in creating expressive, yet simple customer stories, incorporating the interactions with both product and service touch-points to create continuous, memorable brand experiences; making the intangible, tangible. He has expertise in user centric design methodologies, interface prototyping, interaction architecture, marketing and branding since 1987.
From 1998 till 2006 he lead the interaction design team and was senior interaction architect at IDEO, London. He has been involved in a spectrum of international projects ranging from expressing brand values through product interactions, service design strategies for mobile Internet portals, to designing user interfaces for medical equipment.
He has contributed to projects like:
- The Vodafone Simply mobile phone.
- The Prada flagship store, New York interactive experiences, including the motion sensing Magic Mirror.
- The interface rationalization strategy across a range of white goods for all Merloni brands.
- The user centric design study of a mobile transaction device for ‘Bottom of the Pyramid’ field applications, including micro-finance services, with HP in Uganda.
- The brand positioning and the minimal interface for the award winning My-Way Olivetti portable photo printer.
- Other clients have included – Nokia, France Telecom, T-Mobile, Beeline, Shell, Visteon, BMW, NCR, Lilly, Varian, Roche, Bayer.
Prior to IDEO, Alexander was at the Apple Research Labs in Cupertino, developing the prototype of a multi-touch table interface and innovative healthcare applications for mobile platforms such as the Newton.
In the late eighties he spent considerable time as an intern at Philips Corporate Industrial Design investigating the emerging field of user interface design.
Alexander holds an MA in Computer Related Design (Interaction Design) from Royal College of Art. London and a BA in Industrial Design from The Design Academy in Eindhoven.
Alexander enjoys speaking on a range of user experience related subjects. His recent lectures are:
- “The Home of the Future, Revisited” – What visions of the future did we form in our society? What role did these visions have? What has happened and what not? Leading to a discussion about what makes our vision of the future.
- “Cultures of Use” – how product and service innovation needs to be adapted to evolve with existing usage patterns and user expectations.