Magellan GPS
Role:
- Lead Magellan ‘Signature’ UX design
- Establish UX Process
- Conduct Design Research
- Lead world-wide teams
- Manage global projects
Responsibility:
Global Head of Product Design and UX: Led world-wide design, implementation and launch of Magellan ‘Signature’ UX and Product Design – award winning In-vehicle and Outdoor GPS navigation experiences and product design for portable CE and mobile devices. Extensive primary, secondary, mental model, market, and usability research was conducted.
- Over 20 break-through products launched successfully in a 3 year period (sold at retail stores like Costco, Target, BestBuy, and REI).
- Helped achieve 2x market growth and retain leadership position in the market – UX/ID was one of top 3 corporate strategies.
- Led cross-functional teams* in design and development of international award winning products through complete product-life-cycles.
- 2 CES innovation awards, 2008
* Team comprised of direct staff, world-class consultants, and top-tier ODM H/W and S/W vendors (US, Taiwan, China, Japan, India, and Hungary).
Case Study 1:
Challenge:
- Create ‘Magellan Signature Experience’
- Increase market growth/ retain position
- Lead product innovation
- Win industry awards/ reviews
- Rapid go-to-market
- Increase bottom-line
Users:
Wide range of users from everyday drivers to business users and truckers.
Design:
Designed with a highly responsive seamless VGA touch screen, the product included patented ‘One Touch’ feature for shortcut to favorite addresses. ‘Signature’ UX had direct impact on customer satisfaction and company bottom-line.
Key results:
- Helped Magellan achieve 2X market-growth
- Reduced returns from 34% to 4% in 6 weeks
- Reduced ID/H/W cycle time by 4X
- Marquee patented ‘One Touch’ feature
- World’s thinnest GPS form factor
- CES 2008 International innovation award
Case Study 2:
First Outdoor GPS in industry with:
- IPX-7capability and touch screen
- First built-in camera and flashlight
- CES 2008 International innovation award
Users:
A wide ranging users from outdoor ‘enthusiasts’ to casual hikers and geo-caching gamers.
Design:
Magellan Triton 2000 was designed with many features that were first in the industry for a hand-held outdoor navigation device. Innovative features such as Geo caching, Photopoint with GPS location tag, and ability to annotate them were part of the Magellan’s Signature User Experience for outdoor navigation. The rugged device anti-slip housing is made of rubberized in-molded plastic (TPR) for use with gloves and in a tough outdoor environment.
