Company overview showcasing design thinking methodology, process, research, strategy and creative services + award winning solutions

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About
01. Who we are.
02. How we do it.
03. What we do.
Work
04. Selected work.
05. Case studies.
Contents.

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01. Who we are.

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We are an innovation
consultancy.
We can help you design and
commercialize innovative products,
services and ventures.
Our team is fast enough to drive start-up
deadlines, experienced enough to
navigate corporate culture, and
independent enough to push change.
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01. Who we are.
Why.
Image courtesy of PepsiCo
Innovation by design.
The Pull team is led by John
Sundermeyer and Ingvald Smith-
Kielland.
Combining a blend of agency and
corporate experience with a desire to
challenge the status-quo, Pull’s mission is
to become the leading guide for helping
businesses innovate through design
thinking.

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01. Who we are.
What we believe.
It starts with our
community.
We seek to be inspired by and contribute
to the institutions that make our
community a global leader in business
and innovation.
From leading workshops with our local
Clean Tech incubator to active
involvement with UCLA’s Easton
Technology Leadership Program, we
take pride in supporting our community.
Ingvald at Harvard

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What we believe.
Lauren Turk, Researcher and Business Strategist at Pull
Sharing ideas.
We believe provocations are fuel for
creativity. By working across a variety of
verticals, we cross-pollinate our ideas,
giving shape to new points of view.
Our insights and perspective have been
featured in Forbes, Fast Co. and Life
Hacker.
01. Who we are.

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01. Who we are.
Experience.
Global corporate and
consulting experience.
Global experience, intrinsic curiosity and
cultural diversity has been foundational to
how Pull tackles ambiguous challenges.
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15+
patents
30+
awards
100+
solutions
10 M+
people
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Our objective is
simple: to make people
smile.
We are your guide to designing
meaningful products, services and
platforms for sustainable growth.
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02. How we do it.

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Solutions should fall at the intersection of
User Desirability, Technical Feasibility,
Business Viability and Brand Fidelity.
02. How we do it.
Augmented design thinking principles.

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02. How we do it.
A robust, yet agile process.
Our user centered approach is designed to
augment and leverage what you know
about your business, industry and
customers and serves as a starting point
for all of our engagements.

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03. What we do.
Research | Strategy | Design

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Uncover
actionable
insights.
Ethnographicstudies
IHUT’s
Consumer intercepts
Co-creational labs
Channel audits
Surveys
Secondary research
Technology scouting
03. Our service offerings.
Research.

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Translate
insights into
well-defined
growth
opportunities.
Opportunity framing
Visioning
Venture architecting
Experience journeying
Brand positioning
Product and service road mapping
Activation strategies
Back of envelope financials
03. Our service offerings.
Strategy.
____ ____
Cheeky Confident
Afternoon
Refreshing
Reward

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Bring the
abstract to life.
UxD (User experience design)
Industrial design
Design language
Service design concepting
Prototyping and MVP
Interaction design
CMF
UI
03. Our service offerings.
Design.

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Prototype, test
and deploy.
Engineering partnership.
We have a strategic alliance with a
local innovation engineering firm
with broad technology expertise,
including software, hardwareand
small scale production.
We collaborate on the toughest
challenges, providing our clients
with an unparalleled breadth of
service offerings.
03. Our service offerings.
Engineering | Strategic partnership.

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04. Selected work.

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Designing an infotainment system for Aston
Martin.
Our objective was to integrate a touch screen for the AM Rapide.
Working closely with the internal engineering team, Pull considered key
touch point ergonomics, existing hard points and materials to design a
state-of-the art infotainment system.
The prototype was successfully launched at the 2016 CES.
04. Selected work.
LeTV | Aston Martin.
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04. Selected work.
Undisclosed Automotive Client.
NOT actual output. Content and visuals have been modified and are intended to be only a representation of client output.
Creating a future
vision for HMI in
the auto
industry.
In 2014 we collaborated with a major automotive OEM to create future visions for infotainment
displays and Instrument panels. Our research encompassed a review and test drive of all the top
commercially available EV’s.
Finding that customers are dissatisfied by vehicle HMI, as compared to the sophistication and
usability of their mobile devices, we leveraged UI & UX principles of mobile devices to create our
solution.
We minimized the number of steps required by users to access information, creating harmony
between physical and digital touchpoints.

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04. Selected work.
Artiphon.
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Innovating new ways to make music.
When Artiphon approached us with a vision to bring intuitive music
expression to everyone, deciding to join their endeavor was easy. In
partnership with Artiphon, Pull designed Artiphon’s first product, the
Instrument 1, the world’s first touch sound multi-instrument.
Artiphon was the highest funded musical instrument on Kickstarter, and
Time Magazine named Artiphon as one of the “25 Best Inventions of 2015”
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04. Selected work.
Oasis | Reimagining the water fountain.
Envisioning a
new service
model concept
around
hydration.
Oasis combines the data driven benefits of wellness trackers with an intuitive, customized user-
experience. A medley of vitamins, supplements and natural flavor enhancements are paired with
premium-filtered water to suit individual needs, based on preference or compiled ‘smart’
recommendations.
By design, it encourages people to use their own drinking vessels, or provides one for a small
deposit fee. Travelers can then drop the vessel off at an Oasis, minimizing their ecological footprint.

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04. Selected work.
Raden travel.
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Helping an innovative start-up improve the
travel experience.
During our engagement, Pull served as the product development nucleus
and interim “head of product”.
Ultimately, initial prototypes helped secure series-A investment and
Raden launched officially in April of 2016 to much fanfare. In its first four
months of operation, Raden sold $2 million worth of cases.
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Building strategic frameworks for the creative
consulting practice.
We translated the new BMW Designworks vision into strategic
frameworks to better communicate a new service offerings to clients. This
work influenced a new corporate identity, including a more strategic
messaging, unveiled in 2015.
04. Selected work.
BMW Group Designworks.
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04. Selected work.
Virtual reality workshop.
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Exploring VR and MR applications.
Impact Hub, Pull, and FutureSculpt co-led a 2-day work session with
architects, educators, business executives, and city officials to innovate
new VR use cases across different verticals.
We leveraged best practices in innovation and user centered design
processes to come up with a set of venture seeds.
Additionally, Pull developed a toolkit illustrating innovation sprints and
guiding principles for User Centered Design.
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05. Case study | Live
Venture architecting + brand strategy

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Disrupting a $16
Billion industry.
In 2016, Pull partnered with an early stage start-up hoping to redefine the “tour
guide” experience. The Live team had seen first hand that the needs of many young
travelers were left unmet when it came to booking and experiencing tours.
Equipped with initial seed funding, Pull was engaged to guide the new venture from
initial idea seed to a validated business and design concept.
05. Case study: Live
Challenge.
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Stakeholder interviews
With a team spread across 3 continents working together for
the first time, we determined that an in-depth understanding
of the team’s roles and domain expertise was essential to a
successful kick-off.
Opportunity session
We led an intensive 2-day workshop in NYC in order to align
the team, define roles and responsibilities, identify
knowledge gaps and frame research activities
Knowledge gaps
Based on secondary research, Value Web and Persona
Canvas activities, the team identified critical Knowledge
Gaps that served as the foundation for our global research
activities.
Strategy without alignment is just process.
With stakeholdersspread between New York, Oslo, Stockholm andRio, we convened by leading an Opportunity Session. This session
focused on identifying current hypotheses, knowledge gaps and concrete next steps.
05. Case study: Live
Process.
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The way millennials seek
out experiences is
fundamentally different,
seeking realness over
polish, personal connection
over mass offerings.
“... there is a huge market because tours have been "cheesed" out...they sound
boring, in reality they can be really good...“ - Harley C., LA, Guide
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05. Case study: Live
Insight.

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05. Case Study: Live.
Ideal User Experience | IUX
Time
Articulating the Ideal User Experience to set a vision.This vision will inform the roadmap and help all teams align with the vision.
Tactics and Constraints
I.U.X.

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In-depth interviews
Research focused on in-depth interviews with lead users
consisting of both “travelers” and “guides”. The sessions, lasting
1-1.5 hrs. each, were aimed at understanding ideal travel
experience.
Archetype development
Insights from our in-depth interviews and immersions led us to
identify 3 target archetypes. After regional teams embarked on
local immersions, detailed journey maps were created.
Value proposition refinement
Following the development of archetypes and customer criteria,
we revisited and refined the value proposition.
05. Case study: Live
Process.
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Interpret: synthesis and empathy building.
Following 18 in depth interviews and 6 immersions, insights were synthesized to further define the customer in the form of archetypes that
would drive solution criteria and honing of the value proposition.
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Information Architecture Development.
UX and Information
Architecture
development
Part of Pull’s scope of work was to help
lay the foundation for the User
Experience. We developed an
Application Requirement Document and
the draft Information Architecture for
the MVP.
05. Case study: Live
Information Architecture.
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Creating an MVP
Encompassing a range of potential scenarios, all major aspects of
the application were identified and a plan for a Minimum Viable
Product was created.
Customer reactions
In a series of face-to-face sessions, lead users were presented
with a range of functioning prototypes for the Live app, allowing
us to dive deep on their preferences.
Rapid refinement
Quick validation and rejection of scenarios allowed for fluid
stakeholder alignment and early convergence on solutions.
05. Case study: Live
Process.
Prototyping to learn and MVP.
In order to quickly evaluate potential solutions for the Live app, we led several rounds of customer reaction sessions in three regions,
probing on ideal user experience, usability and features.

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Business architecture
We led the creation of several different scenarios for Live’s
revenue model. While focusing primarily on a transaction fee, we
identified several revenue streams for assessment.
Assessing the opportunity
Having identified multiple revenue streams, we continued to
assess the potential of each.
Business case
With three main sources of revenue assessed, we established
that the prospective venture would have an opportunity for $63.1
million in the “stretch” phase of growth (approx. year 3).
05. Case study: Live
Process.
Building the business case.
Having a clear understanding of the customer benefit and market desirability, we created a business justification that would serve as the
venture’s foundation for series-A funding and initial launch.
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Developing the brand foundation.
We equipped Live with the appropriate brand vision, an essential and core element of the value proposition.
Brand criteria
Taking into account key customer needs and market positioning,
a prioritized set of criteria was established as the brand
foundation.
Visual & brand design
We created a range of branding themes and criteria, including the
name “Live”, a script wordmark and the “Geo Heart” icon.
Activation exploration
In order to bring the proposed brand direction to life, we created
several proposalsfor real world activations.
05. Case study: Live
Process.

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“[…]QUOTE”
-CEO, Live
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05. Case study: Live
Solution.
7-Mar-17

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For more information please contact
ingvald.sk@pullcreative.com
Thank you.
고맙습니다 Grazie 谢谢 Danke ‫شكرا‬
Takk ‫תודה‬ Obrigado Gracias ขอขอบคุณ
ありがとう धन्यवाद Merci спасибо Dankjewel
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