Interview with designer Sarah Smith (SS), regarding views on design, and for the award-winning design Cycle Safety Stop Cyclist Deaths.

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Interview with Sarah Smith at Wednesday 20th of April 2016: DI: What is the main principle, idea and inspiration behind your design?
SS : 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.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
SS : The aim is to reduce the numbers of cyclists killed and injured by riding up the inside of a left turning heavy goods vehicle.

DI: What are your future plans for this award winning design?
SS : The plan remains the same - to maximise dissemination to our target audience - ie heavy goods vehicle drivers.

DI: How long did it take you to design this particular concept?
SS : About six months.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SS : We were commissioned to develop the program by Transport for London's Freight and Fleet Team.

DI: 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?
SS : The product and IP belongs to Transport for London.

DI: What made you design this particular type of work?
SS : 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.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
SS : No.

DI: Who is the target customer for his design?
SS : Heavy Goods Vehicle drivers.

DI: What sets this design apart from other similar or resembling concepts?
SS : There is nothing else like it available.

DI: How did you come up with the name for this design? What does it mean?
SS : The program is called Cycle Safety because it reflects precisely what it is about.

DI: Which design tools did you use when you were working on this project?
SS : The Adobe CSS suite and 3D software.

DI: What is the most unique aspect of your design?
SS : The concept and story.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SS : Yes we worked closely with subject matter experts in Transport for London's Freight and Fleet Team.

DI: What is the role of technology in this particular design?
SS : Central - in terms of software used and deployment on a platform that tracks usage.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
SS : 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.

DI: What are some of the challenges you faced during the design/realization of your concept?
SS : 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.

DI: How did you decide to submit your design to an international design competition?
SS : 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.

DI: What did you learn or how did you improve yourself during the designing of this work?
SS : 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.