british-airway-club-world-01

British-Airway-Club-World-01

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British-Airway-Club-World-05-Sqaure-72dpi

<h2>Learning</h2>
The project required an understanding of the psychology of the business passenger as much as the practical constraints of an airline, and passengers told us that they yearned for the freedom to move as they wished. We mobilised our whole team with fervent energy and dedication to explore countless seating concepts and layouts. Gathering insights from adjacent industry sectors to envision how to best meet the needs and aspirations of business travelers, who want to arrive rested and fresh after long haul flights.
Central to a good customer experience was the opportunity to get proper rest while flying, and the key to this was lying flat. The problem was, how to deliver it?

british-airway-club-world-sketch-01

British-Airway-Club-World-Sketch-01

<h2>Leaping</h2>
We created a range of solutions that were ahead of their time, but it was our ‘Lounge In The Sky’ concept which captured BA’s board&#8217;s imagination, ignited the interest of the press, and sent British Airways’ share price sky-rocketing. The artistic impression first revealed showed a completely new way to configure cabin space, with yin-yang configured lie-flat seats that had dividing screens and a movable footstool, giving each passenger the freedom to move, dine, work, sleep and socialise alone or as a pair.
No stone was left unturned to design the best possible solution and prove the viability of the concept. An initial uneasiness raised in passenger surveys about the prospect of flying backwards was overcome through research flights with the RAF to prove that a negative perception of journey sickness with flying backwards was a misplaced belief.

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British-Airway-Club-World-Design-Process-03_bw-72dpi

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British-Airway-Club-World-Design-Process-01-bw-72dpi

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British-Airway-Club-World-Diagram-02

<h2>Landing</h2>
“Project Dusk” – the first generation of the Club World seat design, was an audacious design solution that stunned the commercial aviation industry. For the first time ever lie-flat seats were paired in a fore and aft configuration, while crucially protecting 8 seats across in the cabin to maintain a dense seat count. The project was an immediate success, achieving a full ROI of £200,000,000 well within the first 12 months of flying.  The innovative and patented format was upgraded by us in 2006, cleverly introducing 25% more passenger space and delivering a significant increase in comfort. The design has become synonymous as the hallmark of innovation for British Airways, flying in service for over 20 years. For it we won the prestigious DBA Grand Prix prize for Design Effectiveness, which is testament to its groundbreaking commercial success.

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British-Airway-Club-World-04

We regard tangerine as an agency at the very pinnacle of cabin and seat design and we’ve had a great relationship working hand-in-hand with them.

british-airway-club-world-hero-01

British-Airway-Club-World-Hero-01

With the global economy lurching in the late 1990s, it was a difficult time for the aviation industry, and competition was fierce. British Airways were looking for a strong point of difference that would give them a business advantage, challenging us to “Find us the holy grail of airline travel.” The result was truly revolutionary, an audacious design solution that would stun the commercial aviation industry, redefine the business market and become a profit engine for the airline.

British Airways

snoozebox-case-study-3

Snoozebox-case-study-3

<h2>Learning</h2>
The team sought inspiration and gathered insight from diverse sources and user contexts for the event accommodation to maximise the potential of the room, which measured just 3.6m x 2m x 2m. The room needed to be able to offer a range of different ensuite configurations to suit different travel groups. And to make the challenge really interesting, the whole thing had to fold in half on the back of a truck for ease of transportation.

snoozebox-case-study-23

Snoozebox Case Study-23

<h2>Leaping</h2>
We created an ambitious proposal that went far beyond the client’s original request for a series of adjustable beds. The idea was to redefine the whole guest experience – everything from the design of the fixtures and fittings to the colour palette and the atmosphere. Achieving it required some cunning and creative design solutions.

snoozebox-design-process-square

Snoozebox-Design-Process-Square

snoozebox-in-production

Snoozebox-in-production

snoozebox-cmf-moodboard

Snoozebox-CMF-Moodboard

<h2>Landing</h2>
The rooms offer 7 different bed configurations and feature fold down beds, hidden within super-sleek metal frames integrated into the walls &#8211; achieved by exploiting specialist laser-cutting and folding processes. The beds are accessed with pull-down handles disguised as shadow lines, transforming the space into a bedroom for up to four people with seven different day and night configurations. The bathroom is designed as a luxury wet room with a flared outer wall to give a sense of spaciousness, while also providing a dry hanging area.
The accommodation comes in three finishes to suit different event’s needs, with flooring and fabrics sourced from some of Europe’s top design houses.

snoozebox-video-cover

Snoozebox-Video-Cover

Trying to put Snoozebox guests at the heart of the action required some innovative thinking and design leadership. tangerine allowed us to take what we wanted conceptually and actually see it realised. They were just so clever whilst also understanding our commercial parameters. Their designers thought through everything, right down to the hinges on the bed, so we were able to achieve this really exciting outcome.

snoozebox-bedroom-hero-landscape

Snoozebox-Bedroom-Hero-Landscape

Start-up hospitality business Snoozebox had enjoyed success with its first-generation portable hotel that was created using repurposed shipping containers.  It delivered pop-up hotel accommodation to the heart of cultural and sporting events across the UK such as the Silverstone F1, Glastonbury Music Festival and the Edinburgh Fringe Festival. Impressed with our reputation of maximising small spaces for premium customer within the aviation industry, Snoozebox commissioned us to create a modular design for new hotel room that could be delivered as a custom mobile solution built by British coachbuilders ASGB.

Popular Nordic airline, Finnair, approached us with a view to completely revamping their ground-to-air customer experience. A large part of this project involved turning their Non-Schengen customer lounge into a contemporary experience that made travelling just as enjoyable as the destination.

Snoozebox

hero-adlens-service-design-1

Hero-Adlens-service-design-1

adlens-dial-technology

Adlens dial technology

<h2>Learning</h2>
Unable to change the physical frame or lens design, Adlens engaged business consultants, McKinsey, to help them improve their commercial performance and tangerine to help them to understand why this innovative technology was not being adopted by their target market.
Through interviewing senior stakeholders and completing ethnographic and market research, we learned that the low uptake of adaptive eyewear was down to the user benefits of the product not being made clear, or even demonstrated, to the customer by, either the eye doctor or the sales consultants. A poor sales strategy was also being compounded by inadequate staff training plus poor sales tools. Critically, we discovered that the focus of Adlens’ marketing communication was on describing the capability of the technology, not the benefits that the technology could bring, a subtle but important difference.

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Adlens-Learning-Current-Experience-72dpi

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Adlens-Learning-Current-Experience-Instore-72dpi

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Adlens-Learning-User-Journey-Map-72dpi

<h2>Leaping</h2>
We generated an extensive customer experience map to identify where key interventions in the sales process could disrupt and increase sales. Armed with this, we traveled to Los Angeles, USA to set-up a prototype optician’s store and ran user trials that emulated the sales process to gain feedback and inform the development of the service design.
Throughout the extensive research process, we created a service design map of the current sales process and identified key areas of disruption that could introduce a clearer benefit-driven proposition for the consumer.
We transformed the dispensing and sales strategy for Adlens by disrupting the sales process to introduce the benefits of the adjustable lens system to customers at different points of the customers’ journey and by curating the existing product range to provide a clearer brand proposition to the customer.

2-learning-adlens

2-learning-Adlens

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02a-Service-Design-Man-demonstrating-glasses-card-03-72pdi

<h2>Landing</h2>
We originated the Allfield brand, together with a ‘kit of parts’ to support the service design, including points of sale displays and product packaging, to help potential customers fully appreciate the unique and breakthrough benefits of Adlens’s adjustable glasses.
With a new name and brand proposition, purposefully targeted marketing and improved sales training, customers and opticians alike can now better understand the key benefits of how to manually adjust the lens of their Allfield glasses to see clearly at all distances.
To support this new initiative, we created a new Allfield website to help with the orientation and education process of prospective customers looking for a suitable to varifocals when they do not work well for them.

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Adlens-Packaging-Box-Design-72dpi

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Adlens-Enjoy-seeing-more-Cover-Design-Render-72dpi

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Adlens-Enjoy-seeing-more-Graphic-Design-Render-72dpi

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Adlens-Toolkit-Design-Combination-72dpi

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4-launching-Adlens-6

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4-launching-Adlens-2-72dpi

James Chen, co-founded eyewear company Adlens in 2005 with a single mission, to create a world where everyone has access to eye care and spectacles.  Chen founded ‘Vision for a Nation’ a charity that was innovating throughout Africa, delivering local eye care and low-cost self-adjustable glasses to some of the World’s poorest communities.
In 2016 Adlens turned their attention to premium markets targeting the 45+ age group, many of whom have declining short and near field vision and yet cannot get on with traditional varifocal lenses. Adlens had invented an innovative adjustable lens technology, unfortunately, the glasses were not selling well, and customers were failing to understand their unique benefits.

Adlens

di-research

DI-research

<h2>Learning</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">A first step in our programme of design immersion, is to settle the designers into quality accommodation and life in London, allowing them to soak-up the diversity and vitality of the city. “London, with all its different nationalities, is a power source of creativity,” they have told us.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Each participant is looking to view the world outside of the lens of their day-to-day work and expand their knowledge. From insight research in London to guided Cultural Safari visits across Europe, we are helping them to experience new things and see differently.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Together we find new opportunities for Nikon’s future products and services while we develop the skills of their next generation leaders.

di-process

DI-process

<h2>Leaping</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">We work side by side with Nikon to explore how best to respond to newly identified opportunities.​ ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Through further research, workshops with subject experts, consumers and design students from top UK creative universities, idea development and prototyping, we highlight the opportunities best suited to achieving Nikon’s goals. ​​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Throughout this process participants are mentored to grow their confidence, improve communication and learn new approaches.

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Design Immersion genZ workshop DELETE MARINA ON END

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Insight-research-Nikon-research-ideas-72dpi

nikon-workshop

Nikon workshop

<h2>Landing</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">At the end of the programme, we jointly present findings to the executives at Nikon’s headquarters in Tokyo. Outlining the strategic focus and a range of opportunities and innovative responses that have the potential to unlock new products and services for Nikon’s future. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}"> ​Beyond each programme, attendees return to their organisations equipped to spread new insight across their businesses and multiply the impact of their new knowledge.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}"> ​Such has been the success of Design Immersion, we have continued to work with Nikon and many other global brands in this way for over 10 years.

nikon-cube

Nikon cube

crystal-cube-2a

crystal cube-2a

Thanks to the design leadership programme at tangerine, I began to look at things and think about ideas in a completely different way. I got an incredibly positive response from our Chief Executive. He said it was absolutely fascinating, and I am sure my experiences with tangerine in London will have an enormous impact and inspiration on the future products and success of the Nikon Corporation.

testimonial-nikon

Testimonial-Nikon

<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">What started as a project without a brief has gone on to become a partnership that has spanned two decades. The first time tangerine and Nikon worked together, the arrangement was simply to help one of Nikon’s rising stars to take a broader view of the future of photography.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">​Today it has grown into a design leadership training programme, with Nikon’s next generation design leaders being based in our office for six to twelve months each year. Together we are identifying the changes that are transforming their global market and creating strategies and concepts to take advantage of these shifts.

Nikon

Product & Service Innovation in action

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We’d love to help you design an innovative product or service that’ll future-proof your business for years to come. And it all starts with a simple chat.

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Product & 
Service 
Innovation

Product design

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Design & Brand Strategy

product-service-innovation-samsung-hoover

Product-Service-innovation-Samsung-Hoover

If you’re standing still, you’re falling behind. The best way to future-proof your business is to develop and create innovative products or services. You’ll gain a competitive advantage, protect your market share, and sustain commercial value.
It gives you a clearer vision of the way forward, and the confidence to get there. Whether you want to strengthen your current positioning or enter into a new market, our Product & Service Innovation can give you exactly the creativity and invention you need.

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We’ve worked with business of all shapes and sizes, from startups to global enterprises. Our deep knowledge of IP and experience across a range of sectors enables us to create unique, ownable concepts. With dozens of patents filed over the years and hundreds of products taken to market, you can be sure you’ll be in safe hands.
Whilst our process varies by project, our ultimate aim is to get to the heart of what matters, spotting untapped potential and opportunities to develop your product or service offering.

Product & Service Innovation

Bold leaps forward...

…grounded in experience