Nichole Rouillac, IDSA


Nichole Rouillac, IDSA
Creative Director and Founder | level

Nichole is creative director and founder of level. She has deep experience taking complex new technologies and shaping them into forms that foster emotional connections between consumers and brands. Her work has helped to create new industry categories and propelled products into the spotlight--garnering industry awards and recognition.

Before founding level, she was Associate Creative Director at HTC. She has led the IDSA Women in Design San Francisco group and has a mission to bring balance to the industrial design field at large.



Getting It Made Deep Dive 2021 Session Description

Shipping Success | Designing Start-ups From Vision to Impact

Story: Three years ago, co-founders Moawia Eldeeb and Joshua Augustin approached level design sf to design the hardware for their home workout idea. Fast forward, and Tempo Studio has become a preeminent player in the home fitness category. Having launched pre-orders in February 2020, they confirmed a $250 million valuation by July, with sales jumping by 500% before year end. When 1,300 Tempo users were surveyed, design was named as a top KPI. Tempo has been awarded an Innovation by Design Award from Fast Company and an Industrial Design Excellence Award from IDSA. Join us in discussing how we fit a “gym” into a 2.5ft x 1ft footprint and lead a lean start-up through the design process, DFM, and production to deliver this market success.

Key Takeaways for Audience: Nichole, the founder of level design sf, will chat through the story behind the making of Tempo, showing the design process, mock-ups, prototypes, and details of working through manufacturing issues. The audience will get an in-depth look at how design intent was translated through manufacturing, with a behind-the-scenes look at DFM, and how the art of problem-solving and communication is a necessary skill that can determine if a product shines or crumbles.