Seth Orsborn Email & Phone Number

Texas, United States

Dallas-Fort Worth Metroplex

Over 15 years’ experience helping both small and large organizations, from start-ups to multi-nationals. I can provide your team with additional experience and insights to create integrated solutions. I can guide your team to:• Identify high-value opportunities• Translate voice of customer into effective concepts and prototypes• Construct technical designs that reinforce product strategy• Realign brand strategy to match target market• Create design identity that resonates with customers

Dallas, Texas, United States

Launched new program offerings in Product Design and Innovation (PDI) at Southern Methodist University• Goal to support the product design community and professionals in DFW• Course offering in Innovation and Design Attitudes, Product Design Studio, and Integrated Product Design • Research in Design Theory and Methods• New focus track in MADI program for PDI• Mentoring for entrepreneurs in the physical product space• Series of design workshops, speakers, seminars, and other activities

Dallas, Texas, United States

Collaboratively created and implemented new strategic positioning as DFW's technical makerspace:• increased interdisciplinary collaboration across SMU through targeted projects and activities• increased Lyle School impact by continuously updating and improving capabilities and trainings• improved SMU's entrepreneurial ecosystem by supporting entrepreneurs both informally and through the Incubator@SMU• increased visibility through speaking engagements, educational tours, and university partnershipsImproved operational efficiencies while growing opportunities for prototyping:• Maintained sustainable operations while attracting over $300k in gifts• Reallocated spaces to support primary mission of technical building and prototyping• Improved capabilities with over 20 additions to or replacements of equipmentQuickly and proactively pivoted educational maker space to produce healthcare PPE during early phases of COVID-19 pandemic:• produced 2000+ reusable face shields• acquired 4 new 3D printers and 1 upgraded laser cutter to maximize production output• supported production with over $50k in gifts

Dallas/Fort Worth Area

Currently teaching in Master of Arts in Design and Innovation (MADI) program, Product Design and Innovation concentration. Taught courses in Cox School of Business and Mechanical EngineeringFormer Member - Advisory Board of Caruth Institute of Engineering EducationFormer Member - Engaged Learning Advisory Committee

Pittsburgh, Pennsylvania, United States

Created learning objectives and content for two engineering design courses which combine into a novel interdisciplinary certificate in new product innovation.

Plano, Texas

Plano, Tx

• Collaborated across matrixed global organization resulting in implementation of new portfolio strategies across multiple brands• Created long-term product strategies for Toyota and Lexus vehicle portfolios, ensuring each product’s market position is distinct, competitive, and matches expected future consumer demand• Represented voice of the customer by synthesizing consumer research, market trends, business constraints, economic projections, future technology expectations, and regulatory constraints• Developed and promoted NA regional market expectations for global product development decisions• Incorporated user-centered and design-thinking principles and methodologies into product strategy processes to enable better portfolio alignment with future customer expectationsNotable projects with direct involvement:• Camry and Avalon AWD• 2021 Sienna Hybrid• •

• Managed each semester course as sets of consulting teams for external clients; project-based learning of design-thinking, innovation methods, and user-centered design principles• Recruited 45+ external clients over 6 years for industry-supported in-classroom projects: 5 for marketing plans, 2 for new product development, 6 for concept design, and 36 for website design• Managed 90+ project teams across 6 years through overall strategy, setting timeline and appropriate goals, and providing critique and guidance on technical and creative directions• Co-lead group responsible for growth of innovation ecosystem; managed $50k annual budget for distribution of 10+ grants, organization of 4 cross-pollination and ideation events, and awards• Advised Makerspace and Innovation and Entrepreneurship Affinity Housing• Utilized Meyers-Briggs, Big 5, visual, and self-declaration methods to create effective project teams• Developed and implement an innovative, unique, interdisciplinary undergraduate curriculum.• Taught courses in marketing, innovation, product development, and design studio

• Established research strategy to create innovative new methods and tools for analytical consumer preference modeling, leveraging tools like SAS and Qualtrics• Researched and explored new analytical marketing methods for capturing consumer preference for product shape and color which resulted in invention of Continuous Visual Conjoint Analysis• Managed highly functioning team of 14 research assistants over 8 years: 1 PhD, 3 MS, 10 BS which produced 25 publications and 22 professional presentations

• Client requested initial marketing strategy which revealed additional need for brand development• Created brand position, values, visual language, style-sheets, initial marketing strategy for client • Recruited and managed diverse 4 member team to conduct research and synthesis tasks• Analyzed market environment, conducted user-centered research, synthesized results and created actionable concepts• Increased institutional partnerships by 500% and software was adopted by National Institutes of Health

Greater Pittsburgh Area

• Researched analytical methods for creating accurate preference models for consumer product color choices

• Client desired best way to increase market share without compromising exclusive brand image• Analyzed market competition and assessed strategic positioning on potential brand expansions• Recommendations to executive leadership increased product offerings by 100% and introduced 5 new product categories including backpacks, bottles, and utensils

• Co-managed 2-year project with team of 50+ for design and construction of 2009 Solar Decathlon House which attained 11/20 in national competition• Taught courses in engineering design, visualization, and product development• Founded first IDSA student program in a non-ID program

• Researched new methods for the exploration of innovative cross-over automotive product forms• Developed analytical methods for assigning accurate mathematical representations to consumer preferences for exterior vehicle forms• Created an agent-based software system for automatically generating automotive design concepts within aesthetic constraints

• Client needed defined direction for future vehicle designs that would conform to brand and styling history • Researched and defined the vehicle brand language history of medium, heavy duty, and severe service in cooperation with Chief Designer•Abstracted truck cab design language into 10 key characteristic shapes and distilled brand language into 20 distinct design eras which ensures brand language conformity for future truck cab designs

• Research lab needed to create new computational tools for effectively exploring cross-over vehicle concepts• Collaborated with Vehicle Development Research Lab on 3-year project• Created innovative vehicle development design tool for creatively exploring unique vehicle forms which significantly improved quantity and quality of vehicle shape concepts

• Verified certifiability of entire product line for sale in Europe which enabled significant market expansion• Designed FM-180 Natural Gas Compression Refueler, increasing maximum capacity by 300%• Implemented design-for-manufacture methods at organization level, reducing manufacturing time and cost

Master Of Business Administration (M.B.A.), Innovation And Entrepreneurship

Ph.D., Mechanical Engineering

M.S., Mechanical Engineering

Activities and Societies: IDSA, ASME, SAE

B.S., Mechanical Engineering

Activities and Societies: SAE Formula, ASME HPV

High School, Visual Art

Activities and Societies: Theatre, Select Choir, Modern Dance