“The story is the heart of the sale”
Matthew Pollard
Breadcrumb Slice II
Point of sale for Restaurants
A different point-of-sale unlike any other
Point-of-sale units leveraging consumer-grade iPads and tablets were the rage at the time. Breadcrumb wanted to offer something different... A new “business appliance” optimized for running any hospitality enterprise, with ergonomics based on real-life server needs and sensitivity to the device’s long-term use, maintenance, and environmental impact.
Brand, software, and hardware multiplying each other
We convinced Groupon leadership to build in America by partnering with a family-run business in North Carolina. We designed a tough and resistant product (Raw 6061 high-grade aluminum) that could hold a tired server leaning in it. Sofware was dark enough to work in the evening low-light environments of a restaurant. UI was big and “slap-friendly,”… and the brand was almost functional when interacting with the card reader. The product can be repaired on any small parts, is easily recyclable, and is manufactured locally. Every aspect was carefully selected and intentionally tweaked to serve those goals.
The tank of all POS
The Breadcrumb Slice II is an industrial-grade enclosure for an Apple iPad Air© and a credit card reader, designed explicitly for the point-of-sale market in table-service Restaurants. It features 200+ features-customizable menus, modifiers, kitchen printing, labor management, and real-time reporting. It was an in-house design developed in close collaboration with a small family-run manufacturer in North Carolina. We proudly make the Breadcrumb Slice II 100% in the USA (Read the behind-the-scenes story). Branding (done in collaboration with Mucho design agency) was understated so as not to clash with the restaurant’s own but also confident and bold to make it a conversation starter (every customer in a restaurant being a potential business owner in need of a similar solution).
Final DELIVERIES
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Early Explorations
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Endorsements at
Groupon
Peer
David was a pleasure to work with, not only because of his creative leadership in tackling new products or markets but also because he nimbly tackled complicated problems. I myself learned a lot from David, especially around piecing together hunches about users into a coherent, high-design product.
Collaborator
David emits a creative buzz that gets teams excited and thinking beyond their normal comfort zone. I had the chance to work with him on several projects, and I always admired how enthusiastic he was, how he prodded and encouraged unconventional approaches, and made it all pretty darn fun! I recommend him highly.
Direct Report
David (actually pronounced dah-veed!) was a tireless advocate for brand and design during our time together at Groupon. As a leader, he impressed me with his ability to relate with and coordinate a colorful cast of creatives. He was able strike that rare balance between hands-off managment and passionate attention to detail.
Collaborator
David is one of the most creative people I've ever worked with. He pays attention to every detail and thinks outside of the box. His work on the hardware design and branding of the Groupon point of sale system was incredibly inspiring. It was hands down one of the coolest projects at the company. David is a great communicator and story teller. I really enjoyed working with him and I hope some day I get the opportunity to do it again.
Peer
David is a rare creative talent - always on top of the latest trends, David is able to see & articulate how these trends can be adapted to your context in creative & fundamentally transformative ways. David constantly pushes teams to ask how they can be innovative, and what they can do to not just adapt best practices, but be at the bleeding edge of defining those practices. His eye for creative direction, and passion for design are immediately evident and infectious. Perhaps less obvious (before you have the pleasure of working with him), David has the stamina to push relentlessly for the best solutions and challenge organizations to reach for something greater. If your looking for a design leader that can help you with your next transformative mission, look no further.
Peer
David has a powerful vision for design in the enterprise, a deep passion for design leadership, and an infectious ability to rally people to a cause. He brings a wealth of design leadership experience and a track record of success building UX teams and coaching them to do their best work. While at Groupon, David led several business units through a transformation in thinking towards a focus on the customer. In particular, his emphasis in walking the company through the "customer journey" to show everyone what fans go through as they discover, buy, and go to events was truly enlightening. David is the smartest and most passionate design leader I have had the opportunity to work with. Like Stephen Curry was unanimously voted the NBA MVP for 2016, David is without a doubt the “All time MVP” in the Design space for his relentless work, passion, experience and excellence in design. If you need to build a strong, innovative design or UX practice in your company, David is the one you want to have in your organization. It would be a great honor to work with David again.
Contractor
As a photographer (and as an architect in the past) I have worked with many Creative Directors and I do believe the success of any campaign, depends on strong visual imagineers… Having David in that role makes you feel connected with the whole process, with the company, with the product, with the goals and therefore be part of the initiative. David's management style is truly outstanding, and the assignment I did for Groupon not only got an incredible public response, but I did learn much from interacting with such a profesional creative… David’s high level knowledge of branding, photography, color (and specially his leadership and influence on his team and corporate executives) lead to our combined delivery of a world-class product. I have also worked with David in many other projects and it is always a pleasure to have his feedback. He delivers his thoughts with sketches by hand and is clear with any art direction instructions. Having him to review my photography is like having one of my Master professors back in college! His feedback and constructive criticism is always meaningful and "on point", as he always took the time to personally review my decisions and explain his point of view. I highly recommend David to any enterprise in need of creative vision and leadership.
Collaborator
David is amazing person who know how to appreciate the hard work and motivate people around him to reach new heights. He is a great storyteller with innovative vision. His body of work is beyond just design technicalities and it reach out to you on personal level. His passion for story telling and brand experience was instrumental in taking Groupon merchant brand to the next level. He wasn’t my direct manager but he always reached out to inspire and give my best to the brand. David is a visionary who has strong sense of universal Design and branding business. I would like to wok with him again in near future.
Collaborator
I had the great pleasure of working with David at Groupon. His design process heavily emphasizes research and ideation. Our research looked at competition, industry trends, and our customers. He taught me to dive deep into our customers' experiences to find inspiration for our ideas. During the ideation phase, he encouraged our team to think without limitations. Our ideas could be as big and outrageous as we wanted them to be. We would then scale down these ideas to make them cost effective, realistic, and logistically possible. Not only is David a thought leader, but he is a good manager. He is passionate about his employees' growth and happiness. He makes sure to include his whole team in projects and finds teaching moments during any hardship. He is able to navigate politics within large organizations and gives credit where credit is due. David would be a great addition to any creative team looking for a leader who knows how to inspire creatives.
Collaborator
David is exactly what I expect out of creative leadership. He provoked, instigated, inspired, and embodied the high visionary quality he mandated of his team. After working together, I have deep respect for his openness and collaborative spirit. His craft is pure precision. And he has the most unique ability to bring focus to the wildest creative landscape, and still keep it wild and creative.
Direct Report
I have the opportunity to work with David multiple times. David has the rare ability to lead, inspire, empower and mentor designers. He is really passionate and dedicated to build holistic brand experiences from ideation to implementation across brand development, web and native. David creates culture for good design.
Manager
David is a passionate and driven Creative Director. He has the rare and valuable ability to simplify complex business problems through great design. His energy is infectious and his work ethic is inspiring. I look forward to the day we get to work together again.
Manager
David is an all-in, talented creative leader. More importantly, he is a champion for customers and a passionate advocate for building great brands the right way: no shortcuts and no customers left behind.
Peer
David is a true visionary and creative mind, and he provided the instrumental leadership in taking the Groupon merchant brand and user experience to the next level. His passion for innovation and persistence for excellence was second to none. His colorful fashion and equally playful personality definitely enriched the team's culture! I enjoyed working with David for the last a few years, and look forward to our paths crossing again near in the future.
Manager
David was an invaluable contributor to the "feel" of Breadcrumb--from our brand, to the flows and colors in the app, to the sleekness of our custom hardware with the orange pop. He knows the two or three most important aspects of a customer's engagement with a product/brand, and ensures that the team perfectly executes against those items. DGR is one of the best in the biz for creative direction!
Peer
David’s creative energy is truly inspiring. He has a great talent to build delightful customer experiences through developing innovative brand and design solutions. I enjoyed our years of partnership on many projects and hope to work with David again in the future.
Collaborator
David is one of the most inspiring designers I know. His passion is contagious and his forward thinking is groundbreaking. Chat to him for 30 minutes and your mind will open to a new world of possibilities. David is one of the people you see succeed in life and be proud that you had the chance to get to know him on a professional and personal level. It has been a real privilege to work alongside David and I would most definitely enjoy working with him again in the future.
Peer
It was such a pleasure working with David over the past three years at Breadcrumb and Groupon. He continually pushed us to think outside of the box, and had a passion and enthusiasm unlike anyone else that energized all of the teams and projects that I worked with him on. He was always a wonderful partner and a kind and caring colleague who will be very much missed.
Peer
David is one of the most creative, most insightful, most innovative design leaders that I've had the privilege of working beside. He is a relentless brand champion, helping to recreate the Groupon Merchant experience from the ground up. Through his passion and personal commitment, we now have a foundation that's clean, differentiated, and extensible for the future. You can see all the great work he did in this Medium post. (https://medium.com/@dahveedgr/the-new-face-of-groupon-for-business-94e7a63f0984#.x9mp12pma) On a personal note, David is an amazing photographer, observer of the human condition, and wonderful person. I look forward to the time when our paths cross again.
Manager
David is incredibly creative, cares deeply about the customer and will stop at nothing to create the right user experience for them. David considers every detail from the photographic style, the copy, the typography to the animation and transitions. He is an excellent storyteller and embraces challenges and projects with great enthusiasm and passion.
Direct Report
"Dahveed" was my creative director at Groupon for almost 2 years. I can't recommend him enough...he's intensly passionate about design, has a keen eye for the details, understands branding like nobody else, and his feedback was usually spot on. Not to mention he's a great human being and just fun to be around. I'd work for Dahveed again in a heart-beat.
Direct Report
David has incredible passion, motivation and a mind full of creative ideas that work effectively and are also a game changer in today's competitive design industry. David always understands the needs of users and comes up with innovative ideas to solve challenging problems. Every day would be inspirational when David was in the office. His fun personality, creative drive and leadership made him a vital person in the office. I have learned a lot from him and he has definitely upgraded my design skills and thinking. David always paid close attention to every tiny detail so the end result would be perfect. I consider myself very lucky to have met and worked with David and I highly recommend him!
Collaborator
David is an incredible creative asset to our organization. His passion for design coupled with his knowledge and experience in creative principles, market trends and product history make him a comprehensive expert in engaging and delighting customers. He is also a tremendous team player, and I had the distinct pleasure of working with him on several hardware design projects. He has my most enthusiastic recommendation!
Peer
David (pronounced "dah VEED") is one of the most inventive and dynamic individuals I've ever encountered. He moves fluidly from inspirational leader to deeply hands-on contributor as appropriate. David is a ball of creative energy who excites and inspires everyone who works with him. All of this is reflected in the spectacular results of his work. On top of this he's lots of fun just to hang out with. I delighted in the opportunity to work with David, and would love to again.
Peer
David was a key leader in the design of the Groupon Merchant tablet. He has incredible passion and creative depth. He's able to provide an out-of-the box approach which allows teams to break out of the mold. I appreciated his hands-on approach to design as well as his skills in leading the team. He was a great partner and asset to our product organization.
Manager
David is perhaps the most inspired and customer-obsessed creative leader I have had the fortune to work with. He is the perfect complement to any entrepreneurial business leader, senior product developer, or guru engineer unwilling to live by status quo and or to compromise form for function. I would recommend David without hesitation to anyone looking to make *change* happen.