an exploration into the importance of
Supply Chain CJ part one
Adam Couldwell
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Abstract. I believe that there is a need for change within modern supply chains, connecting the consumer to all contributing members, aiming to create a more informed decision when purchase products. Moving away from consumption based solely on the price, performance and brand image. It is widely recognised that there are many problems within supply chains and transparency allows people to gain insight into these areas, however it can also highlight the positive changes that are being made. The media has been a large player in informing the consumer to the difficulties that can occur and as a designer I can contribute and even escalate these issues. There is a clear need to attempt to address these matters within the design and development of any new system or product. Throughout my exploration and major project I aim to explore and prove possible ways of improving and altering design practice in turn changing the everyday consumption of objects. Aiming to have less of an impact on wider social, ecological and environmental factors that face current and future societies.
The Aim To define what transparency truly means to both the consumer and business. How this can contribute to the idea of…
“Conscious Consumption” Informing the consumer through informed choice, moving the consumption of objects based on ethical reasoning and not purely on desire.
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Introduction
Time Plan The Journey 1 - Research & Reflection Guide
Exploration 2 - Context & Justification Initial Insight Brand Analysis
3 - Primary Research Interviews - Industry Consumer Questionnaire Interview One - Simon Hotchkin - Bettys & Taylors Interview Two - Mark Webster - Broiler Chicken Farmer Interview Three - Daniel Robson - Seed Cell Exploration Summary
Major Project 4 - Reframing the Research Initial Concepts Industry Auditing International Identity Sound Advice Synthesis & Translation Project Influence Mapping Considerations Interim Concept Ideas
5 - Major Project Interim Feedback
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Major Project
6 - Refocus Major Project Market Analysis Alternate Markets Product Teardowns Features & Problems Constructions Pouring Observation Materials & Manufacture Sketching Advice from Michael Heppenstall Interview Four - James Harris - Berghaus Major Project Feedback 7 - Next Steps Time Plan
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Lacked forward planning, lost direction within the project. Unsure where to move to next.
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Little validation for choices being made.
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Major Project Major Review
Concept Generation in relation to constraints of TM + Materials Material Selection and manufacture consideration
Seek Feedback/ Validation
CJ - Two >> continue to update as I complete development.
Time Plan. 6
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CJ - One Reflect on exploration & MP
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Target Market Proposals
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C.G. Continued / Sketch Models Consumer Awareness App
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The time plan was constructed in review of my major project development. In hindsight there may have been a clearer progression if this had been done at an earlier stage. Stressing the importance of planning for the second stage of my major project.
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Dissertation Exploration
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The Journey. 8
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Major Project
Major Project Interim 1
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Icons refer to key points of research and development throughout the exploration period and major project.
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Research & Reflection Guide.
Icons provide a guide to use as you read this document.
Research / Concept Aim Research Findings
Reflection Feedback Relevance Direction Change
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Context & Justification.
Key events that have shaped the need for transparency within supply chains.
1997 - 2000
2004
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Nike outsources their manufacturing results that the company has little or no control over procurement or manufacturing processes. Leading to dangerous working conditions in their factories.
At least 21 migrant workers drowned picking cockles in Morecambe Bay.
Action Aid campaign against exploitation of female fruit-pickers. Rainforest Alliance products surpass $1 bn FAIRTRADE products in UK up 46% in a year
2007
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World’s largest toy company at the time, recalls 19 m toys produced in China due to safety concerns.
UK’s National Health Service shocked by reports that health instruments procured from Pakistan are produced by eight year old children.
Investigation reveals NYPD uniforms stitched together in a Garment District sweatshop.
Investigations reveal plight of flower growers in Colombia, and use of child workers in the supply chain of major fashion retailer.
2010
55 killed in Moroccan mattress factory fire.
2012
Gulf of Mexico oil leak Over 100 people becomes ‘worst US killed at Tazreen environmental disaster’ Fashion factory fire in Bangladesh. 18 employees of Taiwanese electronics China: sales at a fast manufacturer attempt food chain plummet suicide as suppliers accused of using excessive In UK, an inquiry finds amounts of antibiotics discrimination and and hormones at harassment of migrant poultry farms. and temporary workers In South Africa, 34 in meat and poultry miners killed during industry. the Marikana strike.
2013 Rana Plaza garment factory collapses in Bangladesh killing 1,129 people. ‘Beef’ products across Europe found to contain horsemeat. Explosions at poultry processing plant in China kill at least 120 people.
SEDEX (2013) Sedex Anual Review 2012-13. Available at: http://www.sedexglobal.com/wpcontent/uploads/2011/06/Sedex-Annual-Review-2012-13.pdf (Accessed: 06/01/2015)
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2014
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Campylobacter contamination prevalent in UK supermarket brand’s poultry meat. Apple ‘failing to protect Chinese factory workers’.
The media is quick to highlight the problems within modern supply chains but how can the consumer be informed or connected more clearly with the positive work being done?
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Initial Insight. 16
Find opportunities and context for my exploration and major project.
Opportunity and further research areas were revield, perticuarlly within methods of informing the consumer to work being done within supply chains.
I should have more closely defined what I aimed to achieve, my question was broad and there were many avenues that I ended up exploring that did not lead to a specific area being selected.
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Brand Analysis. 18
Define methods brands use to inform the consumer of a more transparent supply chain.
Informal visuals and videos that quickly enlighten the consumer to a story behind the product, showing: Provenance of Material and Manufacture Social and Environmental Implications Providing a responsible brand image, showing the extent that a brand can go to ensuring the transparency of the product. This also plays a role in conveying quality, as relationships with suppliers and manufacturers are honest and compliant. This research provided a greater understanding of how the consumers can be informed through different media methods. This desk research requires further in store purchasing analysis for a better understanding of purchasing rational for consumers.
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Primary Research.
The Aim To gain a better view of the current market, what parts of the consumer industry are already being transparent. Protecting the social and environmental implications around modern day global supply chains.
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Food Labelling. 22
Analyse the difference of food labelling within two high-street brands that represent different consumers markets.
Small labelling icons show the provenance of the product, many of which are apart of UK law so that individual products can be traced to its source. Not directly informing the consumer. Additional standards shown, inform the consumer: - Organic - soil standards, milk - Animal Welfare - Social - Fair Trade - Environmental - Rainforest Alliance - Provenance Labelling has been used to inform the consumer at the point of purchase although price, quality and brand image are key factors within purchasing choice. Province and transparency are factors of a brands image, particularly for some consumer groups.
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Egg Mapping. 24
To understand the methods that the food production industry goes through to provide traceability and how easy it is for the consumer to access this?
It was easy to identify the postcode and sometimes the specific farm depending on the food producer from the egg code. Providing insight into larger supermarkets such as M&S and Tesco having a larger supplier area, where as Nisa sourced its produce more locally.
This information provided interesting insight into the distance travelled by supermarket eggs. Recognising the increased complexity of industrial product supply chains, provoking the question: Can the same value be added to a more complex electronic consumer product, similar to the work that has been done in food supply chains?
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Consumer Questionnaire. 26
The consumer questionnaire was conducted to more clearly understand the influences of consumer purchasing habits and if transparency is a factor within this. Markets: Clothing, Furniture, Food and Electronic Appliances
Food provenance and Fairtrade symbols were the most recognised factors when purchasing food. Consumer electronics showed the least consideration for both the social and environmental impact of their consumption. Consumers suggested they would be inclined to buy and ‘ethical’ product over another if the price was justified.
The questioner restricted the market analysis to due to research method. The questions may have been to direct, leading to answers being bias, rather than getting a true view of what people seek when they are buying products. A Clearer target mark may have been achieved through secondary research rather than primary.
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Brand Image Consumer View Quality
Brand Values Supply Security
Brand Responsibility Social Impact
Interview One. 28
Simon Hotchkin
Sustainability Manager – Bettys & Taylors Gain insight into a company that identifies with responsible international sourcing and supporting local industries through its supply chain. Identifying a potential collaborator.
Supply transparency plays a role in the security and protection of a business as well as protecting those within its supply chain. There has been increased consumer demand for transparency within tea and cocoa industries, placing pressure on brands to show compliance.
If I had not used Taylors website, the view of transparency would not have been seen other than a small indication on the product packaging. Consumer facing branding image is different to the social responsibility within the supply of the product to market. More value is seen by the majority of consumers through quality, price and brand over traceability and ethics although they still do play a role.
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Consumer ideals
Animal Welfare
Feed Imports
Health Concerns
Interview Two. 30
Future
Mark Webster
Broiler Chicken Farmer Understand the methods that the poultry industry uses to be more transparent and the potential benefits this has on informing the consumer.
I was informed of the complexity of the broiler chicken life cycle and supply chain as well as the auditing and compliance marks needed to reach functioning standards. Feed supplements such as Soya come from international producers in S. America and China. This provided me with an opportunity to consider how to create honesty within a supply chain. By speaking to key members this reveals the reality of an industry in a more positive light, above the often-negative media portrayal.
The complexity food supply industry goes far beyond just the rearing of the animal; there are wider implications that the consumer may be unaware of. However the importance of this within my project is unclear, the demand for this information may increase over the next decade.
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Interview Three. 32
Daniel Robson Seed Cell
From speaking to Dan, I hoped to understand a clear business ethos and how tractability could or does play a role within his business.
Material and manufacturing methods selected change the impact the product has on the environment. Changing waste streams, by using more natural binding methods. These choices made are not seen by the consumer but play a role in being a more sustainable product, which is not marketed to the target consumer.
The importance and additional cost of staying true to core brand values was clear. The provenance of the seeds was discussed however this was not currently done. New SKU that used UK wild seeds was a next step to becoming a more traceable/transparent product.
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Exploration Summary. 34
Brands use transparency as a USP and apart of the their brand identity, others choose not to disclose it even if it plays a large role within a corporate identity. Consumers have increasingly demanded transparency, however this may purely be down to the media.
At this point I feel as though my exploration reviled how businesses function and how they manage supply chains, both protecting their supply chain members as well as ensuring sustainable/secure business practice. This also shows the importance of the implications that design can have on wider supply chain issues, if the wrong choices are made this may increase the risk to both the company as well as members of the supply chain. The way in which I chose to communicate my exploration may have also lead to a confused outcome; a video summary did not provide the depth and detail of the research completed. However it did summarise my exploration findings in a concise way and prove to be an engaging piece when seeking new collaborators. However it has not directly informed a road to take my major project, I also failed to highlight effectively the key points that may be able to help effectively constrain my design work.
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Reframing the Research.
Summary Transparency of supply chain provides business and individual stakeholders security resulting in an honest brand for the consumer to trust. The next step was to translate this to a more industrial product, providing the same value to supply chain members and aim to translate this to the consumer.
At the end of my exploration period, I ended feeling confused with direction for my major project. At this point I should have synthesised what was learnt from my exploration, I did not do this as I felt I needed to find a specific area to apply what I thought I new about transparency within supply chains. This lack of synthesis is still having large implications on my project; this may be due to spreading my self to broadly and only scratching the surface of problems within a wide selection of industries. The people I interviewed as potential collaborators and validators ended up not being as directly helpful within my project as anticipated. They did however validate assumptions I made, some of the information acquired I could have achieved from desk research. The way in which I chose to communicate my exploration may have also lead to a confused outcome; a video summary did not provide the depth and detail of all research done. What I learnt about certain industries during my exploration I hoped that I could apply to other more industrial product. However these industrial avenues have not been explored in depth and I am already seeing some conflict with my intended approach.
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Initial Concepts. 38
Define an area that my exploration findings could be applied to.
The concepts were selected on merit of analysis of markets and the feasibility of being able to procure and trace the materials as well as tell the story along side.
From feedback - it was suggested that I lack the skills to execute models to the required standard. I should have analysed these concepts more and attempted to create robust argument and reasoning for selecting the products in question. However translating tea as a ‘fair trade’ commodity within a ‘ritual’ process has come to play more within later designs. This lead to a change in direction seeking a clearer understanding of the wider body of corporate social responsibility. Aiming to identify a possible collaborator that could be used to help translate the issues within supply chain to the consumer. Again lack of synthesis of exploration hampered my progression.
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Corporate Transparency
Industry Auditing. 40
Further research into what organisations are doing to improve aspects of their supply chains as well as improving my own understanding of the problems that need addressing.
This provided another look into the methods of responsible sourcing, justification for the need for transparency within all industries. Specifically within standardised auditing to protect individual factory workers interests.
Migrant worker exploitation was a key influence, showing potential opportunity for a design solution.
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International Identity. 42
Exploring a design solution to tackle and protect migrant worker abuse.
Countries control migrant workers, preventing freedom of movement through methods such as: - Passport retention - Pay retention - Debt creation, locking people into work. Aim to inform migrant workers of the possible risks when taking work abroad.
I had little validation for the ideas that I had about reducing the exploitation of migrant workers in locations such as Malaysia and Qatar. My solution explored a possible way of ensuring pay is made, and prevention identity loss resulting in restricting movement. This idea fell away from my brief of informing the consumer of making better and more informed choices.
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Sound Advice. 44
William Huddleston
Junior Project Officer, Traficking in Human Beings Validate the assumptions that were made during generating of concepts to tackle the freedom of movement and manipulation of migrant workers.
Will asked why I was looking into supply chain and the impact of the social effects and manipulation of people within international communities. He suggested that the best way in which I could inform and make consumers aware of these issues would be through a digital point of purchase platform, in turn increasing international pressure for change. This showed my naivety and little understanding of politics and the law of a country can conflict with basic human rights, and a designed solution will have little impact on protecting these people. The nature of economics and capitalism.
Ruling out this project idea was a success in my eyes as it stopped me from moving down an unknown path any further.
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Synthasis & Translation. 46
By exploring the “empathy revolution” I sought to change the way in which I was looking at my project.
Rather than creating a commercially viable object I explored the idea that the design may be able to translate empathy for those within the supply chain through an instillation or museum piece. Adding value to the objects indirectly and changing people’s views on the world around them as well as the way they consume.
Although this did provoke concepts I feel it may have in turn slowed a more considered approach to my designs. Preventing a clearer synthesis of my exploration, showing the lack of informed decision-making.
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Project Influence. 48
Change consumer behaviour through design.
Potential Project Outcomes: - Digital point of purchase platform - Physical labelling systems - Design for debate exposing findings from exploration.
This provided inspiration and provoked further ideas within my project. Further analysis was conducted to see how they could be translated into a communicable design solution, relevant to my project. However this did not help me narrow a design solution it just provided me with a wider look at potential design outcomes.
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Transparency Considerations. biodiversity
Deforestation
Government
legislation
animal testing animal
Environmental
Choice editing
animal welfare
internal E
Farming
producer
Corporate identity
Brand values
xternal
Convenience
processor Quality pollution
education
Forced labour Slavery
Child labour
living Wage Worker rights
Consumer price
Raw material Social
Brand
business Toxins
human rights
manufacture irresponsible Marketing
Mining
Brand image
political Sustainable
Trust
Ethical
tran sparen ions cy considerat
Social Trust e
iph
per
rals
Focus
Quality Brand image
Consumer
price
Trust
Sustainability Environmental
Mapping Considerations. 50
Further needed synthesis of exploration findings, helping to communicate my view on the project.
This helped me summarise and connect a variety of influences on supply chains, however until a defined criteria has been selected within my major project this has little distinction on how it informs my design outcome. Proved useful in translating my view of the consumer when purchasing product.
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Interim Concept Ideas. 52
Identify how the ritual of an every day cup of tea could be used to expose the lack of transparency within most modern product supply chains. Translate the work that Fairtrade and others are using to ensure security for both producers and the supply of tea and coffee. This was in mind of not just international tea supply, but the difficulties many members of the UK milk production industry are suffering. Further user and stakeholder research would be needed to underpin why this would be an appropriate set of criteria to base my project round.
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Interim Concept Ideas. 54
Concept One: Use the kettle as a device to communicate the elements of the supply chain within home use. Concept Two: Create a transparent tea experience, within a commercial environment.
In hindsight these concepts where idealised and possibly over indulged. Reflecting at this point I was under pressure as I felt I needed concepts to show at my interim, yet I had still not fully broken down what I wanted to achieve within my major project. A better use of my time would have been to create a set of criteria that my project needed to adhere to, helping to inform further progression.
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Interim Feedback.
The interim feedback showed a clear set of problems with my concept ideas and I needed to refine these moving forward.
Dave Parkinson If you are going to look at tea then you are going to have to look at the whole experience not just a single product. Look at the circular economy periodic table to identify the sustainability of the materials that you are selecting. Very difficult to communicate everything that you are passionate about, in one project. Dave O’Leary Dismissed the transparent tea experience, “boutique tea is too conveniently possible”. Meet a specific target market - Speed of boil is the key - Consider Convenience Worthiness found in UK material sourcing. Attempt to be as transparent as possible. Howard Fenwick “Go back to the shelf moment, what is going to make me buy the product?” Avoid making people feel ethically worn out... British Kettle for life - a kettle received as a wedding present and lasts for a lifetime. What is the big chunk of “badness” within product design at the current time? 57
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Refocusing Major Project.
New Question How can I use a physical object to translate the key attributes of supply chain transparency to the consumer?
After a refection on my interim I felt I needed to move the project on, this meant further exploration of how the kettle could play role in my project. This left me with research that I needed to conduct: Market: - Current + Past - Competitors - New Alternatives - Construction of a modern kettle - Materials & Manufacture - User Studies - Identify current problems - Ergonomic use
At this point I should have considered how the kettle plays a role in the wider view of my exploration project. A concise brief and time plan should have been created rather than just identifying a product area.
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Market Analysis. 60
To gain a full understanding of current products on the market, the types of materials and technologies are being used. Identify problems and how other designs have attempted to solve them.
There are a wide variety of kettles on the market, with varying complexity, from simply boiling water to specific heat control for specialty teas.
I should have considered the types of target markets these kettles were aimed at and how it aligns with my project ethos.
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Alternate Markets. 62
Gain a great understanding of alternate market competitors that cross over into the realms of boiling water and hot drink products.
There are increasing numbers of alternatives to the conventional kettle ranging from instant hot water taps to capsule drinks makers.
Further research involved looking into thermo dynamics, I spent a considerable amount of time trying to find a potential collaborator who may be able to advise on creating a more efficient gas heated kettle, this turned out to be a failure.
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Product Teardowns. 64
Understand variable product construction variations, to provide design development constraints. Explore the removal of certain materials, assess its tractability and procurement availability.
This informed the means of construction and provided incite into how to develop the kettle, highlighting areas that could be simplified.
This evaluation provided me with a clearer understanding of the construction of current kettles at the lower end of the consumer market. Helped identify standardised components that current electric market kettles have been designed around.
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Features & Problems. 66
Find problems that commonly occur with the use of kettles.
List of considerations that I must make when designing the kettle. Identification of how other market competitors have aimed to solve the problems.
A target market needs defining, so that a selected number of constraints can be applied to the design of the kettle. If these solutions aim to change peoples behaviour, they need to be indirectly communicated to the consumer.
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Construction. 68
Analysis of construction of the modern electric kettle.
Possible construction methods have been identified. The scale of the product has been considered, however the exact volume of the kettle needs identifying. Understanding of components that are subject to failure have been identified so they can be designed out or made replaceable.
This has help identify constraints for the design of the kettle. How could the material selection or component construction can influence the end of life deconstruction?
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Pouring Observation. 70
Observation of how the volume of water affects how easy the kettle is to use. Explore alternative ways to get people to change how they fill the kettle.
A more extreme pouring angle is required the less liquid that is placed into the kettle. A clear view of how much water the kettle is being filled with is a key factor.
Further research is needed on the handle dimensions, during modelling/design iteration phase. Consideration of how heavy the kettle is depending on the volume of water will also be a factor.
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Materials & Manufacture. 72
To gain a grater understanding of the materials and manufacturing methods that are currently used within in the construction of kettles.
A number of potential materials and processes have been identified, provided possible constraints for my design development.
Again a target market is still holding back potential identification of materials and manufacture, as I can’t justify the cost implications of the product I am designing. Is the kettle limited run or a mass-produced product?
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Sketching. 74
Start to itterate concepts ideas to develop a grounding within styling the object. Change consumer use, through specific design alterations.
This resulted again in indicating that I need to identify my market, which will hopefully inform the construction and material selection, which then will inform a better design approach. Identifying the power method and features that need to be considered within the kettles proposal.
Sketching for the sake of sketching... I have not yet defined my direction, loose consideration of construction have been identified to constrain my development but still proved little help in defining a final solution. No target market in mind, only a few observations of current problems and potential use cases, which is far from where I set out from during my exploration.
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Advice from Michael Heppenstall. 76
You need to clearly understand the direction of your project it seems lost at the moment. Who is your target market? Constrain your material selection, that will in turn constrain your manufacturing process. How does your target market influence the outcome and how does you exploration also play a factor within this?
I need to redefine my brief, with a clear set of achievable steps.
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Interview Four. 78
James Harris
Berghaus - Chief Operating Officer (COO) To validate reasearch conducted on the Outdoor and Apparel Industries focus on ethical and sustainable supply chains.
My discussion with James provided me with many incites into how the outdoor wares industry ensures the most ethical and transparent sourcing of materials and manufacture. Protecting all members of their supply chain in addition to this we discussed the methods of material innovation they use to reduce both industry and consumer environmental impact. Other areas discussed also involved transport and packaging changes, to ensure reduced environmental impact. This interview may have been useful in directing my major project in a different direction if I had been able to organise it at an earlier stage. In relation to my current project it highlighted the importance of making sure I select the correct materials within my design process.
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Attain different perspective and opinion for possible next steps.
It is important not to completely lose the essence of your exploration and if it requires you to develop a guide to communicate the findings to the consumer then this must be done along side the kettle. Aim to create a before and after image. Seek opportunity within an in store retail environment, how could the same work being done with the traceability of furniture, clothing and food be applied in other household products, think about John Lewis. The way that I discussed the project showed inconsistent elements, identifying the communication of the project was lacking.
Feedback Anthony Forsyth. 80
You need to understand what your target market wants from a kettle, and consider your constraints more carefully. If it is a kettle for life you need to consider its whole life use, from the point where it is first purchased. Is it purchased by an individual leaving home and does continues to be used at the end of someone’s life, these are some of the considerations you may have to make.
Both Adrian and Anthony felt my exploration findings were not communicated well enough and were not seen within my major project development.
Feedback Adrian Stokes.
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Next Steps.
A clear direction is needed before performing further design tasks, if this is not done then further misguided development will be performed, delaying the project.
Identify Target Audience How am I going to achieve this? Analyse key points in peoples lives, understand the needs of the users at each life stage this will help inform the needed features for the kettle for life. Materials Find the most appropriate materials and rate them on a set of criteria: Procurement Availability Procurement Impact Social, Environmental Recyclability (End of Life) Material Properties Manufacture Process efficiency / comparison Design Ensure you meet the target audience constrains and consider materials and manufacture throughout. Consumer Guide Provide a clear guide to the design decision that have been made, provide different levels of information so that different consumers can seek the relevant amount of information they want. Digital Online Guide In store point of purchase guide Cost Breakdown Design Breakdown 83
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Moduel Brief: DE1082 Modile Title: Research and Critical Justification Adam Couldwell