Sarah Smith-Cycle Safety Stop Cyclist Deaths

At Design Interviews

Interview with Sarah Smith : Frank Scott: What is the main principle, idea and inspiration behind your design?. Sarah Smith : The main inspiration was the film, Sliding Doors. The concept was based on the learner's actions having the power to change the outcome, ie no accident ever took place. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Sarah Smith : The aim is to reduce the numbers of cyclists killed and injured by riding up the inside of a left turning heavy goods vehicle. .Frank Scott: What are your future plans for this award winning design?. Sarah Smith : The plan remains the same - to maximise dissemination to our target audience - ie heavy goods vehicle drivers. .Frank Scott: How long did it take you to design this particular concept?. Sarah Smith : About six months. .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Sarah Smith : We were commissioned to develop the program by Transport for London's Freight and Fleet Team. .Frank Scott: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?. Sarah Smith : The product and IP belongs to Transport for London. .Frank Scott: What made you design this particular type of work?. Sarah Smith : We used 3D and simulation because it would be impossible to recreate the situation safely on the roads. Transport for London's Freight and Fleet team run a classroom based training even called Safe Urban Driving. This module includes an on-cycle element - ie HGV drivers actually get on a bicycle and are taken onto the streets of London. This module offers an alternative to that where drivers may not want or may not be able to do this. .Frank Scott: Where there any other designs and/or designers that helped the influence the design of your work?. Sarah Smith : No. .Frank Scott: Who is the target customer for his design?. Sarah Smith : Heavy Goods Vehicle drivers. .Frank Scott: What sets this design apart from other similar or resembling concepts?. Sarah Smith : There is nothing else like it available. .Frank Scott: How did you come up with the name for this design? What does it mean?. Sarah Smith : The program is called Cycle Safety because it reflects precisely what it is about. .Frank Scott: Which design tools did you use when you were working on this project?. Sarah Smith : The Adobe CSS suite and 3D software. .Frank Scott: What is the most unique aspect of your design?. Sarah Smith : The concept and story. .Frank Scott: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?. Sarah Smith : Yes we worked closely with subject matter experts in Transport for London's Freight and Fleet Team. .Frank Scott: What is the role of technology in this particular design?. Sarah Smith : Central - in terms of software used and deployment on a platform that tracks usage. .Frank Scott: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?. Sarah Smith : Yes - Transport for London have plenty of data on the cause of cyclist deaths. They are working to targets set by the Mayor of London relating to emissions and safety. .Frank Scott: What are some of the challenges you faced during the design/realization of your concept?. Sarah Smith : Maintaining a completely unbiased stance. The relationship between cyclists and heavy goods vehicle drivers is not good and it was necessary to ensure that no inflammatory language was used. .Frank Scott: How did you decide to submit your design to an international design competition?. Sarah Smith : We had not heard of the A'Design Awards - but when we realised there was a training and education category we thought our program should be entered. .Frank Scott: What did you learn or how did you improve yourself during the designing of this work?. Sarah Smith : We learnt a lot about use of 3D and video. Our designers actually went out on the roads of London themselves to ensure they really understood the experience. .

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