Adam James • Dan Tanner • Gelson Marcon • James Burchill • Josh Rex • Penn Lingris
Contents Contents Abstract Brand Introduction What is POC POC A Short and Successful History A Brief Look At The Market POC - Piece Of Cake Logo and Colours Identity and Imagery Analysis Core Values Public Perceptions If POC was a Person SWOT STEVE Analysis Mazlo’s Hierarchy Trendwatching Competitor Analysis Brand mapping
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Brand Iceberg Oscar Huss Interview Products Existing Products Form Analysis Personas + Adcepts Current Personas Initial Adcepts Affinity Mapping Common Persona Themes Benefits To The Emergency Services Avon Protection Expert Interview Service Design Adcept Future POC The Future Individual Direction References
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Abstract POC is a swedish company who produce high quality protective gear for gravity sports. Their current product portfolio covers helmets, goggles and body armour for these sports. All of the products embody their brand DNA which consists of high design, high technology and high protection. Their products show a minimal, considered and unaggressive design language. They use the latest specialist technologies combined with their specialist medical knowledge to provide the state of the art in protection for gravity sports. As a brand they are professional, protective while still being fashionable. In the future they will be able to take their core philosophies around protection and apply them to other areas. Areas which could benefit and in which POC’s unique take on protection and the issues surrounding it would differentiate them from existing offerings on the market. One of the areas in which POC could have a significant positive impact is in protective gear for the emergency services. In applying their knowledge of protective technologies along with their brand recognition and design values to the emergency services they will be able to address the physical protection as well as emotional protection and the perception of the emergency services by the general public. Six individual direction have been chosen to pursue further taking this as a starting point. Design solutions will be produced that address problems across the emergency services through the values and philosophies that POC embodies.
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Brand
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Introduction Simone Origone entered the world book of records in 2006 by clocking an astonishing 251.4 km/h (156 mph) in Speed Skiing. On one side of this story there is a man standing on a pair of skis wearing a suit, helmet, goggles and with enough confidence and experience to believe that he was not going to be hurt in the process. On the other side, there are companies that prefer to believe in something else - accidents can happen to even the most experienced athletes. A company that has this belief is POC. POC is a Swedish Protection Gear company that is using science and technology to help reduce the risks associated with the crashes and accidents that occur during gravity sports. So it is with protection that this project starts. However there are many other reasons why POC was chosen as a brand for the project, one being that they seem to understand a lot about what they do and the people who use their products. It is a company that seems to be committed to providing excellence in everything they do. As an attempt to understand why they have been so successful in providing protection as well as to understand they design philosophy, the next sections of this book a thorough “dissection� of the brand will be carried out.
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What is POC
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Highlighted in bold letters, POC proudly presents itself through pocsports.com as a Swedish company. As far as the Scandinavian tradition of producing excellence in design goes, POC justifies its pride by becoming one of the best examples. The company has accumulated a legion of followers and a number of design awards throughout its short existence. Those who use their products, do so because they understand what it is all about - it is about the protection they need whilst jumping, banking, railing, twisting, looping, speeding and generally speaking pushing limits when riding bikes or enjoying snow sports. POC is about providing protection backed by a crossscientific research approach, with engineers, material specialists, industrial and graphic designers, neurologists and back specialists as members of the POC Lab team. POC is also not afraid to state their identity and style. Their brand values is strongly reflected in their products, using colour, high-tech materials and a form language that communicates quality, science, advance and most of all protection. This company is curious! Not only about its customers needs, but it has a genuine concern regarding the rapid evolution of risk-taking in high impact sports and the increased number of serious accidents in the years to come. Their combined team expertise creates innovation by following one mantra:
"It is our mission to do everything we can to develop protective gear that can save lives and reduce the severity of injuries." 11 POC
POC A Short and Successful History
Participates in a space technology transfer project in collaboration with the European Space Agency (ESA) Wins its first design award
2004
2005
Was founded in Stockholm by Stefan Ytterborn, who run a successful design consultancy business
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2006
Launches product line for kids between 4 and 9 years old, called POCito©. Gold Award for the Skull Comp Helmet at the 2007 Design Award of the Federal Republic of Germany
2007
Wins the VOLVO Sports Design AWARD 2006. Swedish Design Award to reward Sweden’s best design solutions with the “Design S” business
2008
2
2009
Launches the first edition of POC MAG, a magazine/ catalogue combo. Business grows 110% in 2008/2009 and records the highest growth rate in Swedish sports industry.
2010
Launches POC WO, product line engineered for women Launches POC Skull Comp DH helmets with extra thickness to address impact violence at increasing trend of higher speeds in gravity sports.
2011
Bode Miller, Olympic and world champion alpine ski racer, joins POC team. Receives the Eurobike Award for the third consecutive year.
2012
Takeover by Black Diamond. Enters the road bike scene with Tempor Time Trial helmet.
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Burton was the first brand to really take off in the 60s, later on it created smaller sub brands that specialised in different areas of the snow sports, ANON, ANALOG and RED.
2001 2002
1990
2000
1960
In direct correlation to the brands starting up, competitions and events were set up, really kicking of in the late 90s with the X-Games and the acceptance of snowboarding into the winter Olympics, this acceptance really legitimised it as a sport, and from that point a whole host of smaller sponsored tournaments took of.
Due to POC’s huge success Black Diamond, a notable brand in the outdoor community bought POC for 43.5 million dollars. Securing a foothold in the high pace market of bikes and snow boards, adding to its vast collection in outdoor sports and activities.
2009
2004
In North America ... - There were 10 million Snow sportsman - 39 million Cyclists - Bike sales were over $46 billion - Snow sports sales were over $4 billion - All of which is a 20 percent market share of all sporting goods.
A BRIEF LOOK AT THE MARKET
POC - Piece Of Cake The story of finding a name for the brand started when the founding members of the company were invited by the president to a restaurant for a brainstorming session in order to come up with the best word that could describe their new protective gear business. After an array of elaborate and overly thought names were brought to the table, the president saw a sliced cake that was served as dessert and to everyone’s shock announced that he found name for the brand, and this was “POC”. He then explained that “POC’ stands for “piece of cake” and the reason for which he thought this was the best name was that everything the company does has to be easy, like a piece of cake.
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Logo and Colours The colours that represent a logo and subsequently, a brand, play a crucial role in the message that a company is aiming to convey. The chromatic combinations are heavily based on colour theory and are directly linked to human psychology. They are essentially not only as a distinguishing and differentiating factor but also as an inspirational quality that triggers the creation of images and situations to the brain. The colours that POC uses are orange, white and grey. Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. To the human eye, orange is a very hot colour, so it gives the sensation of heat. Nevertheless, orange is not as aggressive as red. Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly
accepted among young people Orange has very high visibility, so you can use it to catch attention and highlight the most important elements of your design. White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the colour of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In advertising, white is associated with coolness and cleanliness because it’s the colour of snow. You can use white to suggest simplicity in high-tech products. White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. . Grey is the colour of intellect, knowledge, and wisdom. It is perceived as long-lasting, classic, and often as sleek or refined. It is a colour that is dignified, conservative, and carries authority.
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Mood Board This mood board demonstrates what POC is all about. POC is a brand for the extreme, for people who push the limits, for those who do things out of the norm. It is a brand that prides safety and protection above all else, allowing its customers to go out, enjoy themselves and create memories. It allows you to get the most out of what you do, whatever you do, and at whatever level you do it at. POC focuses on good, clean design based around the latest technology and sound medical knowledge.
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Analysis
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Core Values
Protection Technology Design Safety Freedom Medical Innovation Performance “When developing a product at POC, we do it in the spirit of doing the best. We never compromise in choosing materials or construction, and we never compromise safety, quality or performance.� -POC 22 POC
Protection POC’s core value can be summed up in one quote; “It’s our mission to do everything we can to develop protective gear that can save lives and reduce the severity of injuries.” This comes straight from POC themselves and shows you exactly what they are about. Protection is at the centre of everything POC does.
Medically Sound Everything POC does is backed up by sound medical data and advice from leading medical centres. POC works in a cross scientific way, bringing in specialists from different fields to contribute to the design and production of their products. POC employ and talk to M.D’s, neurologists and back specialists in order to produce the best equipment that they can.
Technology All of POC’s products are designed with some of the most cutting edge technology around. POC pride themselves on their advancement of material technology within protective equipment. POC also aid in the development of injury mapping technology, to better understand what happens to the human body in the case of an accident.
Innovation POC are one of the most innovative sports protection companies currently. They dedicate a large amount of time towards researching better ways to protect people and keep people safe. POC will bring in new technologies, materials and techniques into it’s products when ever it can.
Design POC products not only have to function well, but they also have to look good. POC makes sure that everything it produces is aesthetically pleasing and desirable. They use big, bold, solid colours and have a very clear cut design language.
Performance POC have to produce products that perform at the highest level. POC products are worn by professional athletes at the X-Games and World Cups. These athletes are constantly pushing the boundaries of what is possible and require equipment that can perform at the level that they are.
Safety POC wants to keep everyone who uses their products safe and as injury free as possible. POC wants “to save lives and reduce the severity of injuries resulting from accidents.” Freedom POC allows people to be free in what they do and in what sports they take part in. They allow people to feel safe whilst taking part in more extreme activities, they allow people to get out and explore the world and they allow people the chance to create memories whilst doing it.
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Public Perceptions A survey was undertaken about what the public felt, in their opinion, the POC brand represented. People were asked to spend a couple of minutes looking at the POC website, POC products and the POC brand itself before giving at least three words that they felt best described POC. More than thirty people were asked over the course of the survey, giving sixty different answers, with over one hundred answers given in total. The highlighted words show which views were made by more than one person.
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Neat Reliable Cool Design White Comfort Captivating Stylish Medical Trendy Simple Well Designed Funky Well Made Scandinavian Futuristic Life Sporty Fashionable Eye-Catching Slick Effortless Safety International Technical Designer Trustworthy Tasty Adrenaline Competition Edgy Thorough Research Hi-Tech Nature Bold Quality Elite Current Polished Bespoke Colourful Fresh Orange Stylish Clothing Extreme Clear Known Brand Minimalist Bright
Young
Protective
Expensive
Innovative
Modern
Clean
Professional Scientific
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If POC was a Person By looking into what POC would be like if they were a person, you are able to gain a better understanding of some of the values and characteristics of the brand. You are able to discover some of the more human elements of the brand and the comany, giving a more personal feel. This will enable this personal side to come through in any future design work and directions that are undertaken.
Designer Level-Headed Risk Taker Reliable Calm Calculated Trendy Fashionable Cool Thoughtful Adrenaline Junkie Approachable Trustworthy 26 POC
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SWOT
Strengths POC has many strengths, POC features world class design in all its products, and throughout its brand identity both in product innovation as well as visual excellence. POC goes the extra mile when it comes to safety, using medical data and implementing it to save lives, going above and beyond the requirements of international safety standards. POC creates all of its products for world class athletes, whilst making that technology available to the everyday consumer.
Opportunities Having recently been obtained by the outdoor product giant Black Diamond, POC can now use their retail outlets, distribution networks and links to be distributed, advertised and sold to a much larger market. POC also has huge scope to expand its market within the adrenalin extreme sports market to new sports and outdoor pursuits, with little extra work. Long term POC has it with in their brand identity to move in to protective gear in other markets, such as the services and health markets, such as the police, ambulance and fire services.
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Weaknesses POC’s weaknesses are that it is relatively expensive compared to its market competition, and it is currently not as readily available as other brands such as Six Six One, who’s products can be found in most outdoor pursuits retailers.
Threats POC has set its self very high standards in terms of medical safety and design and all this comes at a cost, their biggest threat is that other brands create similar products without the extra protective element and are able to undercut them at lower costs. The other threat is that if they do not get global recognition, especially in the United States, then they could be overlooked simply because no one has heard of them.
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STEVE Analysis
• Development of new high tech smart materials is set to explode over the next decade as wearable electronics become cheaper and more advanced. • With improved connection, 3G/4G signals, wifi networks, the world is set to be constantly connected. • Solar and other forms of energy harvesting have been developed helping aid in-built systems and smart garments. • Technology is converging to single devices which interact with the user on multiple levels and through out their daily lives. • In medicine diagnostic tools are becoming cheaper and more available. Ability to monitor protein levels and other originally unachievable information
• There is a growing expansion of sharing information, huge amounts of data are being harvested and shared to help better the whole human experience. • People are more and more dependant on technology to keep them safe in their day to day lives in a rapidly changing world. • The world is becoming more densely packed and people are living closer together in smaller spaces, this breeds new needs and desires for how to live their lives. More quality less quantity. • Peoples perception is being influenced by a constantly fluctuating media and internet. The information can be overwhelming and confusing to some.
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• The world has experienced a huge upheaval economically and the those who struggled through it are unlikely to forget it. People may be more careful in large expenditures in the future. • New markets are opening up all over the world, as we become more and more interlinked their are more and more customers and more demands for products both new and old. • The ability to go global in both sales and production is easier, greater financial unity is spreading across the world and is easing the problems of selling or producing in previously unaccessible markets.
• The throwaway culture that is prevalent throughout much of the world is shrinking, people are expecting products to be functional and repairable far more frequently due to the rising costs of materials. • Value is being assigned more and more to high design as reflected by the strength of Apple, this is a perfect environment for POC. • Community has value now. The interconnected society brings us closer and building communities of similar individuals is of growing importance. • The internet is educating people about ethical concerns of a products life-cycle from production to destruction. This means environmental and good employment practices are of growing value.
• Recycleability and reusability of products is now essential. The world is running out of many things and so better practices are needed • The international shipping of products flying all around the world just for production is gaining recognition as a problem. • Limitations on previously available materials is the future. The world will have to rethink how it produces a lot of it’s products
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Mazlo’s Hierarchy
Where Does POC Fit?
Mazlo’s hierarchy is a psychological theory which reasons that people have different levels of needs. It is often portrayed as a pyramid, with needs towards the bottom of the pyramid needing to be fulfilled before those above them.
One of POC’s core values is high protection. As such the fourth level of Mazlo’s hierarchy, safety, is fundamental to POC. The security of the body and user’s health are main focuses of the brand. POC also inhabits the second level, esteem. The level of protection that POC provides gives its user’s the confidence to achieve great
Self Actualisation
Esteem
things. The high quality design and technology that the products have give the user a feeling of high selfesteem knowing that they are wearing the best. As POC moves forward these areas are ones POC will continue to operate within as they are fundamental to the brand and how it’s users relate to it.
Morality, Creativity, Spontaneity, Problem Solving, Lack of prejudice, acceptance of facts Self-esteem, confidence,acheivement, respect of others, respect by others friendship, family, sexual intimacy
Love /Belonging Safety
Security of: body, employment, resources, morality, the family, health, property breathing, food, water, sex, sleep, homeostasis, excretion
Physiological
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Trendwatching Technology
Important technological trends within the area of protection that will affect POC include smart materials. Materials that will have sensing and actuation capabilities. These will allow designers and engineers the ability to create materials and products that are smart, multi- functional and
environmentally compatible or survivable. Protective gear will be able to monitor the user’s vital signs as well as the environmental conditions which they are in and respond accordingly. By 2015 they will be able to protect wounds, administer drugs and respond to weather.
Design Of the five key current design trends identified by David Report, POC falls neatly into two. Firstly Reconnaissance, the design of products that are both functional and rational and at the same timestylish and iconic. They are sufficient, distinct, logical, intelligent, bold and visual. They adhere to the ten principles of good design laid out by Dieter Rams: • • • • • • • • • •
Good Good Good Good Good Good Good Good Good Good
design design design design design design design design design design
is innovative makes a product useful is aesthetic helps us to understand a product is unobtrusive is honest is durable is consequent to the last detail is concerned with the environment is as little design as possible
The second trend is Breaking Boundaries, the key aspect of this for POC is that it is interdisciplinary. POC not only has excellent industrial design expertise but medical and materials expertise as well. All of which goes into their products.
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Competitor Analysis
The Market Snowboarding has experienced incredible growth over the last 10 years. There are now 6 million participants in the U.S., of which 2.5 million ride more than 10 days per year. Also attracting a young demographic, 60% of participants are between the ages of 17 and 24 with an average age of 19. Snowboarding is also moving up the income scale with 42% coming from households with income above $75K versus 26% in 2000. The only non-board sport in this group, BMX riding, comes in three different forms; racing, freestyle, and dirt jumping. There are 2.6 million participants in the U.S. and 700,000 who ride more than 52 days per year. Additionally, 400,000 enthusiasts ride more than 100 days each year. 70% of participants are under the age of 24 and only 12% have a household income above $75K. BMX also became an Olympic sport in 2008 at the Beijing games.
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Brand mapping
Expensive
High protection
Low protection
Inexpensive
Tuesday, 23 October 12
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Brand Iceberg
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Touch Points Logo Products Website Athletes Magazines Catalogues Blog
POC Orange
Poc Grey
DNA High Protection High Tech High Design Medical Safety Innovation Performance
Public Perception Clean Professional Modern Scientific Sporty Young Stylish Futuristic
Basis Founded in 2004 Our mission is to do everything we can to develop protective gear that can save lives and reduce the severity of injuries
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Oscar Huss POC Product Development Director The team submitted ten questions to Oscar Huss, product development director at POC, who kindly agreed to participate in the project. The questions were aimed at getting an inside opinon about the brand, products and future developments.
About the brand
5. When designing to communicate protection in products like the VPD, how much was limited to the medical requirements how much was cosmetic? We always start from the medical aspects and add the demands from safety standards. 6. In the same subject - when developing the POC DH helmet last year there was a concern about safety vs. style, since the thickness seems to increase safety, but increasing size might decrease appeal among those conscious with style. Does POC always promote protection first? How much of a dilemma was it, since many people would put style first? The safest helmet is the one actually being used and not left on a shelf, so the challenge is to provide maximum protection in a construction that will be appreciated and used by the customers.
1. From your personal point of view, what do you see as the core values of the POC brand? 7. The partially polarised goggles are a great idea and In one word: Safety. an example of a product that offers protection in a preventive way. Does POC also look into solutions beyond the accident? 2. POC has been very successful in a short period of For example, ways that could help paramedics or rescuers time, not only commercially but it has been accumulating when athletes crashed and suffered injuries? many design awards, in your opinion, what is the reason Yes, these are interesting topics and we are working on behind the success? projects addressing these areas. Sticking to our mission: to revolutionize the degree of protection in gravity sports protective gear and thereby to prevent injuries and save lives.
About the future:
8. Where do you personally see the company going in 10 to 15 years time? Expanding the presence in the market, not necessarily by 3. When designing helmets how often do you selling more helmets, but more products of different kinds to experiment with new materials as the designs include many the same customer. different specialist materials that would not be normally included? 9. What current or future trends do you see happening Quite often. We both run specific material research within protection? projects as well as testing novel materials in existing Increased need for better helmets and protection as constructions. jumps get higher/longer and speeds higher.
About the products:
4. How much input do your pro athletes have in the 10. Is POC looking to head into new markets and expand design and performance on your products? Is there a constant or just grow the current market? exchange of feedback between you? We recently started in the bike market and will keep They are always involved with input and we occasionally increasing presence there. run workshops around specific topics.
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Products 42 POC
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Existing Products Snow Helmets
Other
POC started with the goal of creating multiple helmets to meet certain requirements. Traditionally helmets came in two forms, hard-shell and in-mould. POC talked with leading experts to create six different types of helmet. Such as the very successful ‘Semi-hard helmet’ which has created a second generation that is widely used by both amateurs and professionals.
POC has created a wide range of other products for snow enthusiasts. This includes high performance racing gear to regular snow gloves. All of their products maintain their high level of design and good brand definition. It also helps immerse a rider in POC gear.
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Existing Products Wheels Helmets
POC entered in to the bike helmet market with the goal of using their specialist knowledge of ski helmets. They also tried to innovate by using a liner of EPP instead of the traditional EPS. The difference between the materials is that EPP, unlike EPS, does not deform permanently and is suitable for absorbing repetitive shocks. POC also ensured the use of a “Aramid ballistic penetration barrier” APB in the helmets to stop penetration of sharp objects a far greater threat to a cycler than a skier.
Other
POC has a range of supporting products in their ‘Wheels’ category. They created a selection of gloves for multiple environments and sports and goggles to improve vision. Their kit is all of a high quality and still embodies the beauty of design that you would expect from POC.
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Existing Products Armour Hard
POC wanted to come up with a style of protection that was both lightweight and flexible. They found the current market had serious flaws in their designs. In their hard armour they created the ‘Multi-impact hard shell system’ this used multiple materials to maximise energy absorption which where also re-usable. They also used motorcycle standards to define how well they create protection the VPD back protector is one of few products on the market at the moment that fulfils ‘Level 2 High performance’ of motorbike protection standards.
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Soft
Form Analysis POC convey very clear messages with the design of their products. Their clear design language reflects the core values of the brand. The products appear robust but simultaneously clean and simple. The use of modern materials and the attention to detail displayed in the products communicates the high technology and high design that is very important to POC. The subtle uncluttered forms display a considered and easy to use design that will be a piece of cake to use. When considered against the periodic table of form proposed by Grey Holland of Alchemy Labs, we can see that POC uses, in most cases, a mixture of tangential (C1) continuity and curvature continuity (C2) with minimal use of positional continuity(C0). This means that their products are far less aggressive in style than many other sports equipment manufacturers. Their design language communicates a sense of function, efficiency and practicality while at the same time a sense of sophistication and refinement.
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Personas + Adcepts
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Current Personas Executive on Stress Relieving Holidays Name: Ethan Age: 42 Years Old Profession: Stock Broker Sports: Skiing Ethan’s highly paid and demanding job forces him to work long hours. Relaxing holidays don’t work for him, so instead he prefers to ski as often as he can. Like his job, he likes to take big risks on steep and highly dangerous slopes. He can afford the best equipment and looks for the latest development in technology, performance and safety.
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Fashion Conscious Marketing Officer Name: Helen Age: 26 Years Old Profession: Marketing Officer Sports: Snowboarding Helen loves shopping, fashion, snowboarding, her friends and her mum. She just has started learning snowboarding and despite the hard work, she really is having a lot of fun. She goes on holidays with her friends and she is always conscious about looking her best and that includes she is on the slopes. Currently she is not that keen on wearing a helmet because she is concerned about how it looks.
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BMX Enthusiast Name: Mark Age: 16 Years Old Profession: Student Sports: BMX and Skateboard Mark spends his free time (and some times makes more free time by skipping school classes) out on his bike and is usually found at the local skate park practising his tricks so he can begin to enter some competitions. He is a total adrenaline junkie. Has broken a number of bones and suffered other injuries. He is finally starting to be more conscious about safety and is on the look for a new helmet. Not quite ready for other protective gear though.
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My Son’s First Skateboard Lesson Name: Jimmy (Son) and Eric (Father) Age: 10 Years Old and 34 Years Old Profession: Eric is a Carpenter Sports: Skateboarding Eric, a overprotecting father was terribly concerned when he heard his son wanted to start learning skateboarding. Jimmy is a nice boy, but he hasn’t got the best body balance, so Eric bought him a helmet, but still thinks his son needs other safety equipment and he is not wrong.
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Initial Adcepts After the analysis and breakdown of the brand, adcepts were created to explore the core values of POC and future areas that POC could move into in the future. The adcepts
purposefully stretched the POC brand away from its current area of business whilst maintaining the values of high protection, high technology and high design. They also look at current and
The need for better gas masks are essential to those who have to deal with fires. In a world with increasingly more plastic recycled products smoke inhalation poses a huge threat to those who have to help when a fire threatens lives. POC has designed an
air system which allows anyone to breathe cleanly and reliably even in tough situations. POC is committed to providing this level of quality to both the public and private sectors.
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possible future trends, such as an ageing population or increased air pollution and imagine how POC could react to them.
One of POC’s core values is high design. A possible extension that could be done to further elevate the design element of the brand is the introduction of ready-to-wear garments and accessories to the current range. The adcept highlights the fashion aspect of POC and
is portrayed in a way that complements the clean and simplistic approach in design that the brand stands for.
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Looking into ways that POC can move into producing equipment for emergency and rapid response situations. This would allow POC to bring their values of high protection and high technology into the high pressure world of the emergency services. As POC are all about saving lives this
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would bring a new dimension to their product range. With design as one of the core aspects of what POC do, they would be able to bring an ease of use and an aesthetic touch to the equipment that is used everyday.
Nostalgia is not what it used to be!
The adcept challenges the assumption that many people have, that style and technology is usually associated with youth. An old picture from the 1940’s was deliberately chosen and the lady’s trolley replaced with a robotic version that not only serves to carry her
groceries but keep her safe by warning her from potential hazards or threats. The idea is encompassed with POC brand values.
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In this new digitalised world we live in, our lives are rapidly becoming more and more integrated and dependant on technology, where all our personal information is stored on products such as smart phones and tablets PCs. Our lives could come crashing to
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a halt if these devises were to be lost or damaged. POC creates protection systems that keep all of your gadgets and electronics safe, and keeps your mind at ease wiles you are out doors in the wild elements of nature.
A move into providing equipment and protective gear for the emergency services allows POC to bring their own views and expertise in protection into a new market. With budget cuts and a growing demand on the emergency services tied with
falling budgets and growth of negative feeling towards services such as the police, the need for well designed equipment is great. POC responds to this challenge with high tech, highly designed, high performance, highly protective products .
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Affinity Mapping To begin to decide where we were going to take POC in the future we had to look at subcategories of POC’s core value; Protection. We have investigated other areas within protection through a group brainstorm before collating our thoughts by using an Affinity Diagram. The pink Post-It notes are various areas within the category of protection. Once we had defined these areas we begun to add areas and forms of protection that fitted within each category. Once we had categorised our information, we were then able to subjectively remove groupings depending on whether we felt it was a realistic direction for POC to move into or whether the area was too much of a stretch for the brand POC. This has enabled us to gauge a more defined route in which POC could move into in the future.
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Mike Boyce Paramedic Mike is a 35 year old rapid response paramedic based in Shropshire. He’s been a paramedic for the past eight years. Mike is usually first onto the scene of an accident that requires emergency medical aid, because of this Mike needs to have 100% confidence in himself and his equipment. Poorly designed equipment or Mike doubting himself can in some cases mean the difference between life and death. It’s not just the medical equipment that has to work well for Mike but also his own protective gear for when he is on the bike. Mike’s clothing and protective gear has to be both protective in the case of an accident, but also allow him freedom of movement when off the bike and assisting a patient.
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Sam Jones Firefighter Sam has been a fireman for a while. He now is often in charge of co-ordinating his team as they deal with emergencies. Most of Sam’s work involves working with others to help resolve the situation quickly and with the least risk to his team. Sam is helped by built in security and fire systems which have become law due to increased population density in London. It helps his team locate people and potentially aid in suppressing fires. Sam’s greatest needs are based around the people he works with. Be they other firemen, emergency crews or people they save. He wants to keep everyone safe and calm. Currently the new systems which help fire suppression are not well integrated so Sam has to relay information to people in building from outside this slows down communication and costs valuable seconds. Sam also often has to deal with very distraught people. Some have lost their homes and some have lost family. The equipment he has is not very calming, breathing masks and other recovery equipment Sam carries is very functional but can be unwelcome to people suffering a traumatic experience. This leads to Sam worrying about them, even after they’re safe.
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Jessica Snider Nurse Jessica is a 23 year old graduate from the University of East London with a degree on Psychiatry. She lives with her parents in a small two-bedroom flat in Bethnal Green to save money while she is working part time in a local bar during the night. Her mornings are devoted to her unpaid internship as a nurse, working for the NHS in the Community Recovery and Rehabilitation Centre in Whitechapel. She is working every day 9:00 14:00 as she hopes to get enough experience to land on her first job and become a clinical psychiatrist which as been her dream ever since she got into university. Even though she loves the experience of being a nurse and learning valuable things for her career she is aware of the dangers of working as such and hopes there was a way to feel more safe and secure while treating the patients of the clinic. Outside the working environment, Jessica is a very active girl who loves taking long rides on her bicycle and running in the park as it’s a way for her to relax and take her mind off problems. Her favourite music genre is punk and she is a big fan of the Sex Pistols. She is also an avid musician as one of her favourite activities is playing songs on her guitar.
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Olivia Mullins Patient Olivia is a 17 year old student. She’s studying for A levels. She is currently recovering in hospital after surgery caused by a serious car accident. The whole experience has been incredibly traumatic. From being cut from the car by the fire service and receiving initial emergency care from paramedics at the scene of the accident to her continuing care in hospital. She feels grateful to the emergency workers who helped her and the hospital staff who are caring for her but at the same time can’t help but feel scared. The hospital environment doesn’t feel welcoming. The equipment used to care for her looks complicated, confusing, old fashioned and not reassuring. At the scene of the accident she was terrified by the large hydraulic tools used by the firefighters to open up the car. She had a panic attack as the paramedics tried to secure a neck brace and give her oxygen because she didn’t understand what was happening.
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Shirley Neilson New Police Officer Shirley has just joined the police force and is loving her job, in particular as she worked really hard for it. She has decided to become a policewoman as after a brief career in retail and fashion she decided to do something for the good of the community. So she believes that by using her people’s skills she can improve the police image and relation with the general public. In her spare time she is someone who loves shopping and enjoys the latest fashion and as expected from her gregarious personality, she has many friends. She is a brave woman and does not have problems in facing dangerous criminals, however she is also concerned about recent events where some of her female colleagues have been injured or killed, in particular as police women are still perceived as being vulnerable. She believes that the police force style can always be improved by either restyling uniforms and/or accessories.
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Steven Morris Riot Police Officer With the growth of media, Hollywood T.V shows and movies, the public believes that thepolice are supermen, with super tactical gear and gadgetry. Steve always feels somewhat lacking when going into dangerous and antagonistic type situations. He doesn’t feel safe or even confident in his gear when compared to what he feels the publics perception of him is. He would love for his current kit to appear a little more high tech and futuristic, so that he can feel and be more authoritative and professional in certain situations, whilst reamaining friendly and approachable when needs be.
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Common Persona Themes After looking into potential future personas within the emergency services and looking into problems that each individual sector has, it is key to begin to evaluate. By evaluating the personas and picking out the key issues and problems that are common amongst all of them you can begin to build up a better understanding of areas that POC would need to address. The evaluation of the personas gives us the common values that each of these people embody and problems that all of these people face on an almost daily basis.
Common Values •Communicates protection to the user •Reassurance •Up to date •Subtlety and calming design •Reliability •High Design •Range of movement •Longevity •Gives an authoritative view •Perceived as reassuring and calming •Approachable •Efficient •Clean •Quality •Competence •Professional •Human
Common Problems •Lack of confidence in gear and situation •Lack of confidence in themselves •The Gear is not calming, it is too aggressive or intrusive at times •Gear gets in the way •The gear can be restrictive, there is a lack of freedom of movement •Gear presents wrong perception to the public, it can be seen as aggressive and agitative •Gear is to complicated and don’t look easy to use •Gear doesn’t look up to date •Gear isn’t one complimentary system, there are many pieces of equipment that can do the same job
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Benefits To The Emergency Services When transitioning from the design and manufacture of protective gear for gravity sports to the design and manufacture of protective equipment for the emergency services, POC will bring their expertise in design, materials and their cross scientific approach. POC will bring a less aggressive more human face to emergency service equipment, informed by their previous work in sports. Being a new entrant to the market they will be able to design new, interconnected, complimentary product ecosystems. Their designs will be uninhibited by the legacy issues that plague
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current equipment. Their experience in sports equipment will help them to fashion gear that is both easy to use and allows the wearer full freedom of movement, something that both sports and the emergency services share as an important consideration. In times of economic recession, with governments cutting funding for emergency services, better performing gear that allows each individual police officer, paramedic or firefighter to be more efficient will be of great benefit. Equally, the POC brand recognition will help to improve the public perception
of the emergency services. By association, the emergency services will be able to transmit a message of being up to date, technologically advanced, authoritative but approachable, professional, efficient and cool. This enhanced perception will be greatest among younger demographics, those who are most likely to have come into contact with the POC brand before. This should mean that, by using POC equipment and thus appearing as both cool and well equipped, the emergency services should see a rise in recruitment.
Avon Protection Expert Interview Avon Protection is a well established design and manufacturing company, working with protection equipment fro a variety of high profile customers, including public emmergency services. The following questions were submitted to their design team:
of use, weight and size? Could you tell us examples where these constraints led to the design of innovative products? A final year student is working in collaboration with us currently to produce an escape device which will be under 1KG (to BS403) but offer performance of devices three times that weight. It will also be four times smaller than the current 1) Do you develop products for the emergency services? maximum space envelope for the US Navy escape devices, Can you give us one or two examples? allowing four times as many to be stored in the limited space. Yes, Avon provides respiratory solutions to the Law This is driving technological innovations of smart monitoring enforcement sector, as well as Fire fighting. of gases to increase performance and duration, as well as safety and comfort from a user perspective. 2) Do you design based on user requirements, such as by involving the emergency service professionals in the 6) Do you develop products that are indented to have design process? a calming effect (or any other positive effect) on the person Of course. Avon’s marketing team spends months collating wearing and the people who are receiving the assistance ‘Voice of Customer’ work before beginning any design work, during the emergency situations? Any examples? provided that the design is being funded by Avon of course. All Avon products are designed to be the best, and thus If an external contract is won, the user requirements are offer confidence through design and materials to develop often set out..We make use of the Wiltshire Police head trust between our users and our products. quarters just next door and take advantage of the industry Products such as Avon’s EZ-AIR provide air through a professionals working in and around the Avon sites. blower, which gives a cooling effect on the face and reduces breathing resistance. This has proven to greatly aid peoples’ 3) Besides the standard gear, do you develop or confidence and performance to do intense tasks such as envisage any other type of personal protection for the controlling riots and specialist operations. emergency services that could help in keeping their safety? The emergency services are a difficult customer. All have 7) Is style an important attribute when very specific needs. Ambulance services for example would developing protection? require very different respiratory protective devices compared Always! People base the performance and durability of a to a bomb disposal unit. A large issue which stems across product based on how it looks and more importantly, feels. all branches of emergency services, in particular police The quality and product semantics are critical components and fire & rescue is the approachability, or lack of it when of the success of a new design. wearing things such as masks or helmets, which can be Note: Try to use the term ‘Aesthetics’ rather than styling, quite intimidating. because as form follows function, the ‘styling’ becomes part of that function. 4) Often one reads in the news about police officers being injured during action, or paramedics being hit by a 8) How do you see the trends of protection in 15 years car whilst on duty, or nurses being attacked by patients and time? Will you be developing towards any social problems etc. In cases where the accident has already happened, that are happening now and are set to get worse in the future? do you develop any gear that is designed to assist these Avon is a very specialised business and primarily military, professionals? however Avon is finding that business is more prosperous Avon Protection: Avon offers purely respiratory protective in the commercial & residential sectors with hundreds of devices which aim to prevent exposure however, products thousands of escape devices being sold to the middle east such as the NH15 have high visibility markings aimed at and western hemisphere. making wearers more visible in low visibility environments. 5) When developing products for the protection of emergency services, is there a consideration for complexity
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Service Design Adcept
REDEFINING EMERGENCY SERVICES
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POC is the forefront pioneering brand when it comes to protective gear. POC aims to create safety and comfort, physically, mentally and emotionally to its users, and no one needs that more then the emergency services. POC looks to provide top of the range gear to professionals that need it most, creating
a clean calm professional environment that creates the optimal conditions for the users to operate in. Allowing the professionals to do what they have been trained to with as little distraction and interference as possible. The emergency services are here to help you, and Poc is here to help them.
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Future
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POC The Future During our analysis of the POC brand we managed to find a number of realistic stretch and extension opportunities to take the company in the next ten to fifteen years. Through thorough research of the company and brand we have identified its key values, characteristics and perceptions which have enabled us to come up with a direction in which to move the brand in future years. Through use of an affinity diagram, we were able to come up with areas that POC may move into, both in the digital and physical worlds. However after further research and analysis, it was quite obvious that POC were always going to be a real world company with physical products. Though this wasn’t to say that products with digital integration were completely ruled out. The direction in which we are choosing to take POC is into the emergency services. Currently there are areas within the equipment that the services use on a daily basis that can be improved upon, the services are an area that regularly are involved in dangerous situations. Currently POC is all about keeping the user fully protected when they are taking part in whatever activity they pursue. A move into the emergency service area would give POC new challenges in protection and design. The emergency services is a field in which the people operating within need constant protection from both known
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and unknown dangers, however some of the equipment that they currently use is large, unwieldy and poorly designed. By bringing POC into this sort of design world the current equipment available to the emergency services can be redesigned to give off a better overall opinion and perception of the emergency services. By giving a better overall perception of the services you not only give the public reason to trust them, but also help to inspire confidence within the users. Currently POC equipment is designed to enable athletes to push the boundaries in whatever they do, it is this feeling of confidence that we should be able to bring across to the emergency services whilst they are on duty. POC has values which are both applicable to what it is doing now and to any potential equipment that it would design and produce for the services. Vales such as protection, ease of use, safety and innovation would allow for POC to create products that not only improved the performance of those in the services but would also help to inspire confidence in the wearer. The move into design for the emergency services is a believable and realistic stretch of POC’s brand, where the key values and brand DNA are easily transferred from what POC currently do into design concepts for the future.
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Gelson Marcon Individual Direction In a recent interview the deputy Prime Minister Nick Clegg warned against routinely arming police officers following the killing of two female constables in Greater Manchester, saying such a move would be a big change in policing culture that would bring with it considerable risks. The murders he was referring to happened on the 18th of September 2012, where the police officers Nicola Hughes and Fiona Bone were killed in a gun and grenade attack as they investigated a hoax burglary in Greater Manchester. This is not the first time that police officers, in particular females have been injured or killed in attacks and although each
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situation is a separate case, many questions could be asked about the reasons and protection of the targeted individuals. For example, are policewomen more vulnerable or perceived to be more vulnerable? As the deputy PM suggested, arming the police might not be the right move as there maybe negative consequences and this is normally the case in many countries around the world. Therefore POC brand values and product expertise could make a contribution to the police services, but how a company that produces protective gear for high impact gravity sports could achieve this in 15 years time? The question is not an
easy and straightforward one to answer, but with the application of science and technology a great level of innovation in protection could be created. POC is an example of a young company that takes those two areas very seriously; therefore innovative gear for the police force could have the following attributes: • They would be instantly available when required, for example in dangerous and unpredictable situations. • They would have the right look and feel for the officer, which could not only impact positively the officer, but the public’s perception about the officer. • They should communicate
to potential attackers that female police officers are not vulnerable and they can defend themselves and react if necessary. • They would be wearable, but not bulky, or not cause movement restrictions or any discomfort sensation to the police officer wearing it. The Hovding Helmet is a design approach that takes in consideration the fact that many products when not needed are just intrusive. Although the Hovding could created a lot of heated debated among believers and disbelievers, it as an idea that in 15 years time could mature into something extremely useful as a protective equipment.
Josh Rex Individual Direction Accurate instant concise feedback is key, feedback to the hospital, to the paramedic as well the person being treated. The feedback should provide as much information as possible as fast as possible from audio and visual, to vital statistics such as heart rate and blood pressure as well as location, so the hospital can track where the person is and when they can make it to the hospital as well as cross referencing that with local traffic information to best rout the ambulance. This information can also be cross referenced
and used by the police, fire and other service to see whether a crime was involved, or a hazard such as a fire was present or at risk of beginning. This information can be used to question eye witnesses, track criminals faster as well as provide greater clarity into the circumstances of the victims situation. The information recorded will also make the process of writing reports and giving accounts simpler, faster and more reliable as the conditions can be put on a time graph, all of which will make analysis easier and
more effective. The product should remain true to the POC brand, be it a light simple intuitive device that does not get in the way or cause disruption to the user, or intimidate the victim. The product should work automatically and require little to no set up or input from the user. The product should provide accurate instant feedback to the required users field and allow for the best possible treatment and advise to the victim and paramedic. When not in use the device should be easy to charge
and not add extra clutter to the users work space or person. The product should be compatible with the rest of the users gear transferring information via blue tooth or wifi to the ambulances smartphone or computer where is can be relayed via mobile internet as well as backed up onto the device for later examination and security. All sounds, lights and textures should be no threatening or intrusive to the user as they will already be in a heightened state both physically , mentally and emotionally.
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Dan Tanner Individual Direction One of the ways that people feel most protected in modern society isn’t the use of hard armour such as helmets and braces but the feeling of being connected. Parents will now give their children mobile phones to make sure that they can be reached at all times and that the child can contact someone in the event of a problem or emergency. Sometimes it is the knowledge that in the case of an emergency you aren’t going to be alone or that you can easily get more help should you need it is all that people need to feel protected and safe.
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The cross-over into the emergency services has the potential to not only make those aiding others feel safer, but also to make the patients or those in danger feel safer. Knowing that someone somewhere is monitoring you and making sure that you are OK can sometimes be all that you need to feel safe in a dangerous or intense environment. The potential to relay vital information back to an emergency room, nurses station or command centre allows for better treatment, action and judgement of scenarios.
With breakthrough in mobile technology and technology that is always connected, in the future it is highly conceivable that systems that allow for monitoring of vitals and situations would be able to transmit the sort of data that allow for the emergency services to make more clear and better judged calls. Any design must take cues from POC’s design language. The design will need to be simple, clean and easy to use; whilst still looking sleek and well designed. The device should be desirable and be something that is wanted
to be worn by both the emergency services and those in danger. POC will bring its core values of high design and high protection to any sort of new product that it brings to market. The goal is to make a device that is able to keep all people involved in an emergency connected. From nurses being able to anonymously call for help with a patient, to allowing firefighters to be tracked whilst in a burning building, and to the vitals of accident victims to be monitored whilst still on the scene and whilst in transport.
Penn Lingris Individual Direction In 15 years time, POC will be an ambassador of protection not only in physical, but also in emotional terms. It is essential that the products within their range can work as a defensive barrier against tangible and intangible harm. By stretching the brand to fit the need of emergency services workers, they will discover occurring protection issues and try to resolve them through product design,
establishing themselves as the main equipment and gear provider of these services. The need to provide confidence and calmness to hospital staff and patients will trigger the design of a product that will be able to do exactly that. Dealing with patients in environments such as rehabilitation clinics can be proven dangerous not only to the nurses providing assistance but also to the
hospitalised individuals. The staff needs to feel confident when providing their services, ensuring physical harm can be successfully prevented. The protection of the nurses should have a subtle form as to not aggravate or affect the mentality of the treated patients. POC will be looking into ways of communication within the members of a rehab clinic staff in order to provide efficient protection to
them as well as the patients. The final product should be able to ensure swift and effective communication and should be designed as to fully protect the worker by preventing an accident. Nevertheless, the process of protection should be subtle enough that the patient is unaware of the communication in order to retain the trust to the clinic workers.
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James Burchill Individual Direction The emergency services always require certain equipment to keep them safe and equipment to keep others safe. Current designs of some equipment can be unhelpful though. Respirators in their current form hide the shape of the face and add a distance between the wearer and those they interwact with. They can also provoke a feeling of claustrophobia. They also can feel like they are restricting breathing causing people to try and remove them risking their lives. The need for
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respirators is prevalent throughout the emergency services. The policemen, firemen and medical staff all may need to use a respirator at some point while doing their duty, they may also need to provide a respirator to a member of the public. The respirators can be items that distance the public from those trying to help them. When the public sees a police or fireman in a respirator they will find them harder to communicate with. This can result in problems when with miscommunication,
which in scenarios which require respirators can be life threatening. The use of respirators by the public is also problematic. Sometimes it may be necessary to give them respirators to save their life. This will almost certainly be in a highly stressful situation for the user. The design of respirators needs to reflect these factors in it’s styling and considerations of how it’s applied. All these factors need to be considered when redesigning a respirator in
the POC brand. POC hopes to bring it’s focus on high design, high technology and most importantly high protection to this problem. The goal is to create a device that provides the same service as current respirators but takes into account the current design flaws and the improvements that POC design can offer. This will take into account the need for all equipment used by the emergency services to instill calm in the public and themselves while using it.
Adam James Individual Direction With economic tensions rising around the globe, a widening wealth gap and a growing discontent among sections of the public with the governing classes and financial sector, a growth in peaceful, non-peaceful and civil unrest in the world’s cities. Often it is riot police who respond to these situations, dressed head to toe in protective gear and armed with a baton and a shield. Often their gear is aggressively styled
and with their large protective helmets can be dehumanising. When this is coupled with controversial tactics such as kettling, trapping groups of rioters or protestors between walls of police, this could be exacerbating to the situation. The public may view the police as simply a wall of faceless automatons serving the state and not a group of real people. Is it necessary to have the police appear this way.
Clearly the protective gear is important, but can it communicate a calming effect as opposed to an antagonistic one? Can POC’s brand DNA, design skill and protective expertise be applied to the gear used by police in a protest or riot situation. Is it possible that from this, some instances of violence would not happen or others could be diffused more easily. There will always be a tension in Riot gear between
protecting the police officer giving them confidence and in not being antagonistic towards the crowds they are trying to control. Ideally the best protection for the officers would be able to diffuse the situation. POC will try to balance these needs in new riot gear that provides protection to both the police officers and the public. It will embody their brand values challenging the current aggressive stylings of riot gear.
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Articles Pacocha, Matt, n.d. POC 2012 helmets and armour – First look [Online] Available at: http://www.bikeradar.com/news/article/poc-2012-helmets-and-armour-first-look-31266/ [Accessed 10 November 2012] Color Wheel Pro, n.d. Colour Wheel Pro – See theory in action [Online] Available at: http://www.color-wheel-pro.com/color-meaning.html [Accessed 18 November 2012] The Active Network, n.d. The Active sports market [Online] Available at: http://www.activenetworkrewards.com/Assets/AMG+2009/Action+Sports.pdf [Accessed 7 November 2012] Loretz, Justin. 17 June 2011 [Online] POC Trabec helmet review, Available at: http://www.bikeradar.com/gear/category/protection/helmet-standard/product/review-poc-trabec-helmet-11-44892 [Accessed 4 November 2012] Carlson, David. 20th October 2008. 5 Key Design Trends [Online] Available at: http://davidreport.com/the-report/issue10-2008-5-key-design-tren/ [Acessed 8th November 2012] Holland, Gray. 2nd March 2009. A Periodic Table Of Form [Online] Available at: http://www.core77.com/blog/ featured_items/a_periodic_table_of_form_the_secret_language_of_surface_and_meaning_in_product_design_by_gray_ holland_12752.asp [Acessed 13th Novemeber] Anto´n ,Philip, Silberglitt, Richard and Schneider, James. 2001. The Global Technology Revolution [Online] Available at http://www.rand.org/pubs/monograph_reports/2005/MR1307.pdf [Acessed 20th December 2012] Dodd, V. and Davies, L., 2012, Police shootings: Nick Clegg cautions against arming officers, The Guardian Online [online] Available at: <http://www.guardian.co.uk/uk/2012/sep/19/police-shootings-nick-clegg-armingofficers?INTCMP=SRCH> [Accessed on: 12 December 2012]
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