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Explore
Visualise
Establish Engage Explain
Key to Design Method
Explore
Explain
Visualise
Establish
Engage
Convergent reduction of ideas to provide depth
Testing a range of considered ideas to destruction
Packaging the findings and presenting coherently
Divergent thinking to cover vast and disparate concepts
Ongoing visual communication of thinking and progress
Design Method. Garry Burns
Project A - grapevine.fm
interdisciplinary project
Speaking to people in the raw environment
would undoubtedly give me the most
passionate responses to how I could help
them better enjoy their music. To do this
I had to become a fan, go to the gigs, and
interview them there and then.
Brief
...musicians are a friendly bunch of people,
we listen to music and help others out all
the time for fun, we just need more ways to
do it
Room2
Hustlers - Battle of the Bands 08
Feedback
Designing a niche service for the socially
networked generation sounds like a
fantastic challenge, but where to start?
I settled on music as the medium after
considerable research, but one persons
take on music can be wildly different to
the next. I needed to speak to fans, real
fans.
Overview
Speaking to the Heavy Metal artists at
Hustlers - Battle of the Bands 08
Findingoutthatbands/artistsfndit
diffculttogetpasttheiroriginalfan
base without social networking.
Understanding that commercial music
is no longer enough for the majority
of fans
Highlights
am I missing something?
grapevine.fm | explore
Taking cue from IDEOs method cards, I
designed my own technique for guiding
theinterviewprocess.Havingfashcards
enabled people to more readily describe, and
be critical of, particular features that I was
focusing upon. The outcome had to apply
across various media including the web.
Brief
Do you know where I can get those
fashcardsthatwereusedinthecardsort
videos you uploaded?
Katharina
YouTube user response
Feedback
Articulating what people want can be
diffcultwhenthesubjectispreciousto
them. Engaging people at interview stage
washelpfulindefningthewhatand
why,nowitwastimeforthehow.
Overview
Discovering the positive impact visual
aids have on the interview process
Working with PDQ print services to
pioneer a new method of creating
durable PVC cards
Seeing the value different people
attribute to different aspects of a
design
Highlights
IDEO card sort, reworked.
grapevine.fm | establish
Bringing together the disparate aspects of the
research is like putting a puzzle together with
the picture facing away from you, sometimes
you have to alter bits to make them work.
This stage saw a great deal of technological
and cost constraints overcome by simplifying
the overall design, a process I now see as
benefttingtheendresult.
Brief
WithoutthescreenIwouldvebeenskeptical
that my text message had simply disappeared
into the aether. The screen tells me what I need
to know, and the reply text message tells me
what I want to know.
Dan Cruickshank
Laings Bar Manager
Feedback
Putting the results of my research into
action was the next key stage. From the
card sort and journey mapping exercises
carried out I was now able to prototype
the experience I wanted customers to
have.
Overview
Exploring various programming
languages such as PHP, MySQL, and
AS2 to enable interactions
Developing my knowledge of system
architectureandfowdiagramsto
identify bottelnecks
Implementing reverse-billing SMS
technologies to enable the service
Highlights
an SMS powered jukebox.
grapevine.fm | engage
The problem at this stage of the project was
to prove the work had been done, as it would
have been relatively easy to mock up the
end result. All the research and processes
needed to be documented. It needed a
manual. However, with such a breadth
and depth of information to catalogue, an
innovative approach was required to keep the
information digestible. The answer? An atlas.
Brief
Garry has an appropriately autistic approach
to service detail and a strong understanding of
business viability. His vision behind grapevine.fm
is brilliant.
Andy Law
Award Leader, Product Design
Edinburgh College of Art
Feedback
grapevine.fm as a service is almost
invisibleinitsfnalform.Yousendatext
message, you get one back, the music
changes,itsthatsimple.Underthehood
however, many pieces of the jigsaw need
to link in to make the service work, both
on individual, and business levels.
Overview
Getting to grips with all of the
information gathered and produced in
the process of getting the service to
itsfnishedstate,andsortingthisinto
digestible chunks
Dealing with the graphic design/
information architecture problem of
laying out the content in a consistent
yet eye-catching way
Highlights
the frst service atlas.
grapevine.fm | explain
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Trace the cause and knock-on effects of
customer complaints received over two
months. Categorise them by both severity
and cost to the business. Present a scalable
method for gathering and monitoring
complaintsoutwiththeconfnesofthe
existing TRAX complaint handling system.
Brief
We invited Garry onto the team as he consistently
suggested ways of improving customer satisfaction
through streamlining systems. His position within
the frontline staff at RCC Dundee also gave us a
headstart when speaking to staff and customers
Lesley Boyd
LEAN Project Manager
HBoS plc - Retail Division
Feedback
The customer is always right is a concept
that many customer service centres live
by, however how many actually practice
it? The retail division of HBoS is 100%
customer facing and also one of the
biggest. FSA regulation and general best
practice demand minimising complaints
where possible.
Overview
Team-based process development
Uncovering the severity of simple
system errors
Understanding of complex systems
and interdependencies
Highlights
are you listening?
HBoS plc | explore
Find the root of complaints resulting in a
loss of customer and grow the complaint to
maturity. Monitor the systems and processes
applied throughout its lifespan and scrutinise
their effectiveness against a consistent scale.
Brief
Thank you for taking the time to consider my
complaint and how it could be prevented in future,
rather than simply writing to me with an empty
apology - I hope the project is a success
Anonymous
Credit card customer
HBoS Card Servicing
Feedback
Once an image of the complaints being
received had been captured, it became
clear to the team that certain complaints
had been growing over an extended
period of time, yet gone unnoticed. These
types of complaint were consistently
causing loss of customer.
Overview
Investigating and documenting the
complex automated processes and
systems used to complete a simple
task.
Probingcustomerstofndoutwhat
was expected against what actually
happens.
Highlights
growing a complaint.
HBoS plc | establish
1) Identify customer accounts that either
are or have been considered at high risk of
termination. Upon customer led contact,
probe them regarding their experience.
2) Install a system to capture call trigger data
andcategorisetoflterthemajorityofcalls.
Identify calls caused by the business failing
in one or more respects, and review.
Brief
Your simple excel based data capture tool made it
simple for agents to quickly note the call reason and
outcome, anything too cumbersome would have
meant people not doing it
Greg Roberts
Team Manager
HBoS plc - RCC Dundee
Feedback
Being within a contact centre
environment means that there is a
constant stream of customers to speak
to. Engaging with select customers about
pastorcurrentcomplaintshelpsdefne
the circumstances that make customer
complaints unique rather than a statistic.
Overview
Incorporate a level of empathy
suitable to encourage customers
to talk about experiences without
undermining company policy.
Designadatacapturetoolfexible
enough to handle a wide range of
topics without muddying the resulting
statistics.
Highlights
speak to customers.
HBoS plc | engage
1) Propose a viable method for an
upstream approach to system and process
development, where customer and staff
could inform management decisions more
effectively about potential customer impact.
2) Encourage a culture shift amongst
frontline staff to enable customer led
development in daily practice.
Brief
The project was presented to the board appointed
to oversee the project and they have given it
the green light - there will now be a business
improvement KPI rolled out to all frontline teams
Lesley Boyd
LEAN Project Manager
HBoS plc - Retail Division
Feedback
System changes had been consistently
led by new management ideas or
approaches to stretch a target or introduce
an improved` level of service in a
downstream approach. Customers and
frontline staff were rarely consulted prior
to implementation and so negative effects
took up to 6 months to be fed back,
resulting in further change.
Overview
Reviewing the process for
implementing service changes and
being introduced to business risk
factors.
Engaging with frontline staff to
identify general opinion and overcome
objections.
Highlights
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Engage with the system and company
training provided and note down possible
areas for improvement. Once through
training, gain experience of the systems
used in the sales and quality departments to
identifypotentialineffciencies.
Brief
This was a self-directed project and so no
feedback was sought on this stage to ensure
the training experience was authentic.
Feedback
Workingwithinfnancialservicesfor5
years has given me a strong insight into
processes and system changes that work
well and improve customer experience.
Moving to NFU Mutual offered the
opportunity to apply this experience,
however establishing how the existing
system worked was more important than
suggesting changes in the early stages.
Overview
Gaining insight into how training
has been developed in one company
versus another for the same eventual
outcome.
Recording the views of others within a
training group to identify weaknesses
and strengths in the programme.
Highlights
two ears, one mouth.
NFU Mutual | explore
1) Gather statistics that are a direct result of
ineffcientprocesses.
2) Project the potential improvement gained
by adapting the process.
3) Investigate the cost to business of the
difference between the actual and projected
results.
Brief
If you can prevent one FSA reportable complaint
by implementing some sort of control system then
the work would be worthwhile as they cost the
business a lot of money
Tony Morris
Sales Floor Manager
NFU Mutual Direct
Feedback
NFU Mutual considers itself a prudent
business and has successfully navigated
the market place for 100 years. This
presentsdiffcultywhensuggesting
changes as there is a reluctance to stray
from what is an approach that works.
Overview
Liaisingwithmanagementtofnd
out key performance indicators and
business measures.
FocusingonBestPracticescores
taken from calls recorded in the sales
department with the potential for
improving colleague bonus payments
and minimising FSA reportable
complaints.
Highlights
the way its always been done.
NFU Mutual | establish
Document and organise the wide knowledge
base that makes up the best practice training
to create a reference map for new trainees
orstrugglingagents.Usealo-fmethodto
quickly gain a response from managers and
involved agents. Monitor best practice scores
and plot any changes.
Brief
It seems like a simple idea to have a checklist for
agents to use but its never been suggested before...
PaulODonnell
Team Leader
NFU Mutual Direct
Feedback
Structuring sales calls has allowed the
business to apply tested approaches
to selling on every call. Agents are
expected to incorporate as much of this
best practice into their calls as possible.
The main topics within best practice
arepromotingcompanybeneftsand
overcoming price objections.
Overview
Rapidprototypingofalo-fchecklist
to gauge initial response.
Probingagentstofndoutwhat
diffcultiestheyfacedinspeakingto
the customer in a prescribed manner.
Highlights
how about...
NFU Mutual | engage
1)Writeuptheresultsofthelo-ftesttoform
part of an investment plan.
2) Suggest ways of incorporating the forms
digitally into the new system.
Brief
I like your idea and I can see it being of even more
use when the new STEP system is introduced.
Everyone will be starting from scratch with it so
wellneedasmuchhelpaspossibletokeepcalls
compliant.
Tony Morris
Sales Floor Manager
NFU Mutual Direct
Feedback
Following a successful pilot of the best
practice forms it was highlighted that
this approach may have more use than
originally anticipated as a new sales/
servicing system was being installed. This
meant that all agents would require re-
training and therefore require additional
support.
Overview
Meeting with the new system
development team to discuss options
for incorporating best practice.
Identifying a measurable increase in
sales performance of test subjects
Highlights
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best practice, made easy.
NFU Mutual | explain
Project D - I am VIP
insight development
Having no prior conceptions of how the
company was run or how successfully it was
achieving its goal of being the top promoter,
Isetaboutfndingout.Mymaintaskwasto
usethetraininggivenandexperiencefrst
handthepublicsreactiontotheservice.
Brief
Good work at the weekend mate, good photos,
goodsales-youveobviouslytakentoitpretty
quickly
Ian Moore
Project Leader
iamVIP.co.uk
Feedback
iamVIP is a new concept in social network
marketing for events and artists. Its core
revenue is obtained by taking photographs
of club-goers and selling them keychains
with the photo inside. Having a keen
interest in both the power of social
networking and photography I applied to
get involved at the ground level.
Overview
Dealing with the constraints of the
provided equipment and the lack of
experience when left to work alone
with minimal training.
Experiencingandmanagingdiffcult
customer expectations and trends.
Highlights
get involved, watch and learn.
iamVIP | explore
1) Can the equipment required be minimised
or even removed to enable easier commuting
between venues?
2) Investigate alternative methods of
delivering the photographs to customers,
without devaluing the service.
Brief
Ihadntreallythoughtaboutnotdoingitthisway-
people have just always been happy with keychains,
though not everyone buys because the picture is
quite small
Stuart Cleghorn
iamVIP photographer
Feedback
The equipment provided to sell keychains
to customers includes a full-size A4
photoprinterandstockoftypically150
empty keychains. The combined weight
ofwhichiscloseto15kg.Keychains
are sold on the premise that they will be
printedandpresentedwithin15minutes
of the initial photograph.
Overview
Researchingandtestingnearfeld
communication technologies.
Adapting the SMS technology used in
the grapevine.fm project.
Calculating the cost implications
of changing key touchpoints of the
existing service
Highlights
i have a weight problem.
iamVIP | establish
While not having the technology in place
to actually try the systems, approach the
customer to gauge response to:
1) Moving away from traditional/physical
keychains.
2) How they manage their personal
photograph collections
Brief
Keychains are great because I get them here and
now,butImneverquitesurewhattodowiththem
afterwards.Icantexactlyputtheminmyphoto
album
Anonymous
iamVIP customer
Feedback
A recent opportunity arose whereby the
iamVIP service was invited to take the
photographs at a meet and greet with
X-Factor star Diana Vickers. The fast
paced nature of the meet and greet meant
that the traditional method of selling and
producing keychains was simply too slow.
This was an excellent opportunity to test
customer opinion regarding alternatives.
Overview
Witnessingfrst-handtheinabilityof
the current system to adapt to a faster-
paced sales opportunity.
Finding out the value customers put
onthekeychainsversusadigitalfle.
Understanding how the photographs
takenattheseeventsmightftwithin
existing collections.
Highlights
ask the audience.
iamVIP | engage
Presentthefndingsoftheresearchina
sensitive manner so as not to focus upon
thenegativefndings.Insteadsuggestas
an additional service offering that would
increase customer base and reduce running
costs.
Brief
This project is awaiting presentation mid May
following further tests so no feedback has been
gained for this section of the process. Watch
this space!
Feedback
Now that the research is done, the
fndingsneedtobepresentedbackto
management for feedback.
Overview
Preparation of a business plan based
upon an existing model, drawing
parallels where possible to simplify
understanding.
Propose a test pilot across select
venues and outline the required
investment.
Highlights
cashless sales.
iamVIP | explain
Biography. Garry Burns
Garry is a passionate service designer and visualiser. More than 7 years experience
in graphic design sees him helping to communicate key ideas and concepts for a
wide range of clients, including HBOS plc via design agency Insight Innovations. A
company set up in part, by Garry.
Being a frst class graduate of the UK leading Innovative Product design course at
Duncan of Jordanstone, he has broadened his design development and research
skills. These skills are best synthesised in the development and execution of the
grapevine.fm concept for integrating social networks into tangible spaces. Engaging
the myspace generation with research techniques such as cultural probing and
journey mapping, the project gained valuable input from leading service design
companies Plot, Engine and Live|work, winning the Interdisciplinary Design Award
2008, presented by Mike Press, formerly of The Design Council.
Garrys current role sees him working with NFU Mutual, a leading Insurance
company, to develop a service refnement plan for improving internal and external
customer interactions.
2001 2003 2004 2005 2008 2009
Australia
year-out travel
Push...Design
freelance working
Insight Innovations
start-up agency/project lead
University
product/interaction degree
Medea International
in-house graphic design
grapevine.fm
spin-o business plan
HBoS
customer service
NFU Mutual
sales associate
Faces In Places
nightclub photography
Photography
product/portrait/landscape
Key to Experience Map
Learning
Applied
Finance
Practical
Artistic
A direct output for puing theory into practice
Organic development of natural strengths
Real-world development of business understanding
The driving force behind each subsequent line
Work primarily undertaken to finance progression
Experience Map. Garry Burns
Insight Innovations (Scotland) Ltd
InresponsetoDundeesgrowingdigitalmediastatus,InsightInnovationswassetupto
capitalize upon a growing demand for high quality 2D artwork ranging from traditional
graphic design to on-screen animations. The learning curve for setting up the business,
implementing essential marketing and maintaining high level output, was considerably
steep.Specifcskillsdevelopedatthistimeincluderesearchingavailablefunding,accessing
localandnationalassistanceprogramssuchasTheBusinessGatewayandforgingtight
client and supplier links to ensure stability through growth.
These tasks in conjunction with deadline orientated artwork creation has resulted in an
appreciation of how design management skills can be applied in a wider sense across all
business practices and is an approach I am keen to promote in any future positions.
While furthering graphic design and creative thinking abilities, skills in invoicing, credit
control,formalwrittencommunication,on-sitepresentationsandworkfowmanagement
were practiced on a daily basis.
Reference: Gareth Christie - Managing Director, Tel: 01382 804368
Medea International Limited
Progression to management of the graphic art and traditional marketing team at an
international level over the two-year period served, via an in house apprenticeship. Co-
Managing the Technical/Customer support supplied by the company to the public and trade
sectors. Coordinating marketing schemes for new product launches. Including the now
recognized brands Inkrite and Discrite.
Evidence of graphic work can be found on the companies website www.medea.eu.com
Reference:YusufOkhai-ManagingDirector,Tel:08703500330
CV. Garry Burns
Contact Details
Flat2/1,19PartickhillRoad,Partickhill,Glasgow,G115BP
Tel:07590369143,Email:garry@pushyourdesign.com
Aims

I aim to immerse myself and build experience within a business that strives for service
improvement and that inspires new experiences of engagement throughout industry. By
applying tested skills in research, design analysis and communication I am looking to develop
a new benchmark in service development.
Professional Design Experience
HBOS plc - LEAN Project
Faced with a customer-last approach to system development, the retail servicing division
rapidly alienated large numbers of customers. The team I was involved in was tasked with
quantifying this problem and presenting incremental changes to reverse the trend. Ultimately
resulting in a customer led approach to system development, the changes brought about
asignifcantreductionincomplaintsandsowedtheseedsofacustomer-focusedculture
amongst frontline staff.
Reference: Mike Rennie - Manager, Tel: 07821 696638
Reference:SteveGray-Manager,Tel:07825759251
Work while in Australia
Freelance graphic design work under the PushDesign moniker for established clients in
the UK, examples of which can be found at www.pushyourdesign.com
Research and development of bespoke components within Scotek Solutions Pty Ltd
Skills
General:
Impeccable English verbal and literacy skills
Willing adaptation to varying environments
Developed people management and listening skills, honed at various levels of
management
Keen judgement of character
Thoroughly enjoy the challenges of working in a team, yet possess the initiative to work
solely or remotely
Design:
7 years working experience with Illustrator, Photoshop, InDesign and CorelDraw. Mac
and PC
5yearsfreelancephotographyandphotoediting
5yearsexperienceliaisingdirectlywithprinthousesandpackagingcompanies
Profcientdesignprojectmanagementskillshavingdevelopedownapproach
Understanding of script languages HTML, AS2, PHP, Java (Processing) and database
management via MySQL
Customer:
6 years experience within a help desk environment offering support to both the general
public and private clients
World class standard people handling skills and telephone manner
Fluencyinoffce/administrationsoftwareincludingMicrosoftWord,Excel,Outlook,
Lotus Notes and intermediate skills in MS Access
Business:
Experience setting up a limited company
Familiar with sourcing funding and support from local resources
ConsciousnessofwiderbusinesspressuresandKPIs
Profcientindevelopingproduct/companyfeaturesandbeneftstoaidsalesinvarious
environments
Qualifications

BSc Innovative Product Design, First Class Honours - University of Dundee
The evolution of existing and emergence of new technologies has profound implications
for products, the people who use them and the cultures in which they are placed. This is both
an exciting and daunting proposition. Innovative Product Design aims to educate hybrid
designers who have the ability to evaluate and creatively use technology in a design context.
Through sensitively and critically assessing the needs of people we hope our graduates can
design products that have a positive impact on our changing society.
Polly Duplock, Course Director, Innovative Product Design 2008
Awards
Interdisciplinary Design Award 2008, The University of Dundee
- presented by Mike Press, formerly of The Design Council
Innovative Product Design Class Prize 2006/2007
- presented by Polly Duplock, Course Director
Interests
I am very lucky to have a set of interests that either promote, inspire or involve me in design
at various levels. From the clothes I buy to the conversations I have, the design sphere is a
stronginfuenceinmylife,andIlovethat.Ienjoyphotographyandhavemanagedtofnd
a particular niche in nightclub / event photography. This works out well as it allows me to
indulge my social nightlife. To get away from the computer or just for some fresh air I have
found a passions for mountain biking and hill-walking, and Scotland certainly caters well. Oh,
anddontgetmestartedontravel...
Frustrations
Seeingsomanyservicedesigns,whetherpublicorprivate,thatsimplydontdothebestjob
theycould.ThisdoeshoweverhavethebeneftofkeepingmymindbusyplottinghowIcould
improve them someday.