IPP
Innovation Planning Project
Lucerne University of Applied Sciences and Arts BA Design Management International Lecturer Hans Kaspar Hugentobler January 2016
Process Paper
Susann von Bornstädt Jil Bianca Furter Alexandra Kolosova Akar Sinha Anina Trutmann Gabi Yoon
PROJECT INTENT
In today’s fast changing and developing consumer markets, innovation is a key driver that enables companies to create a competitive advantage. Therefore, it is highly important to be aware of future trends in order to provide consumers with human-centered and innovative design solutions. Topic & Guiding Star The aim of this project is to develop a product idea for the topic area of smart housing. Team Rabble searches for an innovative solution to provide a sleeping aid that enables the target audience to have a relaxing sleep without using a bed or comparable options. The gadget will support the customer’s experience of “sleeping like at home” without being dependent on a bedroom environment. Background Team Rabble is a start-up design agency, consisting of six design management graduates. It offers innovative solutions for companies looking for extraordinary design concepts. Furthermore, Rabble targets people who wan to become the change-makers of tomorrow. The smart sleeping aid is the initial project of company. Great emphasis is placed on the capabilities and professional knowledge the company offers. Relevant Trends and Factors Today, students are facing an increase in workload. Mostly, they are dependent on equipment and machines that are only available at school. Additionaly, events related to school such as: talks, presentations or apéros, often take place in the evenings. The above mentioned, forced students to stay in school till late at night. Rabble sees a great potential for the innovation of a device or solution that gives students the opportunity to attend or work through late evening sessions. Innovation Intent Sleep is one of the most important factors affecting our health, not only physically but also mentally. As expectations and workloads are increasing, the length and quality of sleep becomes negatively affected (Shaw & Ward, 2014). As a reaction to that, the company aims at conceptualizing a device that enables hardworking students to get sleep whenever and wherever they need it.
Team RABBLE | Project Intent | Innovation Planning Project
The problem to solve Commuting late at night is a real hassle. Often, it is even too late and the last train or bus has alread departed. Furthermore, students rarely have th money to pay for a hotelroom or other expensive accommodations. As a result they sleep at school, which is neither comfortable, nor relaxing. Therefore, Rabble’s solution must offer features that enable students to enjoy a qualitative sleep without having to look for an accommodation. For whom In the first phase, the product is designed to serves students. At a later stage, the product can easily be adapted to other target groups such as: travelers, hospital patients or private people. Limiting factors The standard solution for the named problem is that students just use what their surroundings offer. Sofas, desks and floors are the most frquently chosen places to sleep on. The level of comfort is questionable. Therfore, some students have adapted their surroundings by bringing in blankets or even mattrasses. What will make our solution different? The sleeping aid will offer different and more advanced features compared to existing competitor products. The will specifically focus on the human body’s needs to gain qualitative sleep. Extensive research is needed to explore how different technolgies and circumstances influence our sleep. The greatest opportunities The greatest opportunity lies in influencing the human brain and thereby creating no need for a bed, chair or any other comfortable furniture, to sleep on. This could have an immense effect on how people live and behave.
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The biggest risks The quality of sleep is connected to numerous psychological and physical aspects. The attempt influence these factors is always risky and needs an extensive research and understanding. Furthermore, the testing of the final product could provide many difficulties. Therefore, the development and testing of a potential solution needs to be done with the highest possible security standards. Due to the extension of technical features, the final product could become too expensive for the chosen target audience. Research • Trend Matrix • Territory Map Diagram • Field Research Analysis • Design Criteria • Planning Framework • Job-to-be-done Statement Ideation • Problem Testing • Prototyping • Hassle Map • MVP • Value Proposition Final Concept Ideation • Prototypes • Solution MVP Test • Business Model
Team RABBLE | Project Intent | Innovation Planning Project
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TABLE OF CONTENT
Problem Intent Statement Guiding Star Team Profile Project Plan (Diagram)
6 6 6 7 8
Research Research Plan Trend Matrix, Territory Map Ethnographic Research Desk Research
9 9 10 12 13
Analysis Findings Persona
15 15 16
Synthesis Hassle Map Insights and Criteria
18 18 19
Ideation Concept Finding Concept Development Concept Evaluation MVP Definition Value Proposition Prototype (Mock-ups, sketches) MVP Solution MVP Test
20 2O 21 22 22 23 23 28 32
Final Concept Ideation Solution MVP Prototype and Logic Business Model
35 35 36 39
Conclusion
40
List of references
41
Appendix
42
PROBLEM
Intent Statement
Guiding Star
Problem Unfortunately, there are situations when students have to stay in school until late or even over night. So far, no sleeping possibilities are offered, in-house, to support the students for such occasions.
Customer Students who need immediate and qualitative rest.
Audience Students seeking for a comfortable and immediate sleeping solution at school. Present Solutions Many students have installed a quite relaxing sleeping environment using couches and provisional beds. However, the installations merely offer a low quality sleeping possibility. Moreover, the relaxation spaces are often within working areas, where noise emissions, light and other distractions make it hard for students to have a good rest.
Solution A sleeping environment or a gadget that supports students in their recovery at college. Future Situation The success of the product will allow the company to expand to other demographic segments. The solution can be used by other target groups and in other spaces. Air travel or public transportation are potential areas of interest.
Value Propostition Better sleeping quality regardless of the external environment and distractions. Opportunity The need for accessible and qualitatively increased rest for overworked students. Risk Depending on the students‘ personalities and psychological factors, there is a possibility of more individual distractions that prevent a good quality sleep. Moreover, creating spaces for sleeping might not be possible due to the limited amount of space.
Team RABBLE | Problem | Innovation Planning Project
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Team Profile Rabbles is a creative B2B design agency that provides innovative and human-centered concepts and designs for a great variety of project fields. The team consists of six people from different cultural backgrounds. Even though all members studied design management, they all posess skills and experiences from previous work in various industries. These different qualifications ensure diversity in mindsets and perspectives. Cultural and professional diversity, as well as a variety of skills are key strengths of the Rabbles. As such, the team is able to individually adapt the design process to each project. This is also done by closely analyzing the target customer’s needs. Here the human-centered design approach comes into play. Moreover, Rabble uses a flat structure, where everyone has the same decision-making power. Additionally, freedom of opinions is highly respected among the team. Since Rabble strives for a successful and honest partnership, the design agency favors open communication as well as active participation in the design process to ensure a high product and service quality.
Experiencing
Evaluation
Optimizer
Code of Conduct • During meetings and group activities – English only • We inform each other about absences beforehand • Open, honest, transparent and direct communication • Help each other and give constructive feedback! • No judgement! • Deliver on time! Communication Channels: • Facebook group • Dropbox • Group meetings Roles Team Manager: Anina Trutmann Layouter, Editor: Gabi Yoon and Jil Bianca Furter Visualizer: Akar Sinha Administrator: Susann von Bornstädt Designer, Prototyper: Alexandra Kolosova
Generator
KEY Anina Trutmann Gabi Yoon Jil Bianca Furter Akar Sinha Susann von Bornstädt Alexandra Kolosova
Ideation
Implementor
Team Motto “We want to have fun and go crazy in a productive way for a successful outcome”
Thinking
Team RABBLE | Problem | Innovation Planning Project
Conceptualizer 7
Team RABBLE | Problem | Innovation Planning Project
Problem
UNDERSTANDING PEOPLE
Research
No sleeping spaces are offered in-house to support the students in their flexibility.
Final Approach Innovative solution for sleeping at school
Ideation
Ideation of different concepts for sleeping solutions at school regarding set of critera
DESIGN SOLUTION
Synthesis
Students have the need for sleeping at schools comfortably
Analysis
Research about status quo of sleeping at school
BUILD BUSINESS
Final Concept Ideation
Sleeping aid device: Bubble
Ideation of different concepts for temporary accomodation designs, such as portable and foldable rooms
Rabble’s innovation project went through three iteration phases. The first approach focused on the problem of land scarcity in combination with issues regarding student residences. In the ideation phase, the group decided to reconsider the process as the outcome of the conceptualization phase did not draw on the initial problem of land scarcity.
Research on temporary student accomodations /solutions if they find no apartment on time
Ideation of different concepts to design student residences
Some students would like to have a temporary stay; offering unused spaces at school
Existing student residences are overpriced and do not fulfill students’ needs
Therefore, a third iterative step had to be taken. The focus shifted from land scarcity to the hassle of sleeping at school. This document is a presentation of the final approach.
2nd Approach Innovative solution for temporary accomodation within school
Reseach about students’ living conditions and housing options
The second approach concentrated on the problem of shortages in housing, which causes students to look for temporary solutions until an appropriate accommodation is found. The group planned to fix the problem by offering unused spaces at school for portable and easy installable accommodations. Especially the limited amount of space was taken into consideration. In the ideation phase, the group realized that the concepts were not innovative enough and too product design oriented.
Land scarcity and rising need for student accommodation
1st Approach Innovative solutions for students
Project Plan / Process
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RESEARCH
Research Plan Research Question Desk research: • What types of temporary sleeping accommodations are offered at school and university? • What temporary sleeping facilities are offered on the overall market? • Does the market offer any portable smart devices to gain qualitative and immediate rest? Ethnographic research: Survey questions • How long does it take you to commute to school? • Do you have school related events in the evening? What kind of events? Until when? How often? • Did you ever have to sleep somewhere else in order to be closer to school (e.g. to finish a project, to plan independent of public transport, etc.) ? Why? • How long do you stay in school on average? • How long do you stay in school during the exam period? • What was the latest (time indication) you finished shool work at school? • What was the latest (time indication) you finished work for school at home? • Did you ever work for school without sleeping? How often? • Did you ever sleep in school during night or daytime? Why? • Did you/do you consider sleeping at school? • If school provides a proper bed and a little private space, would you make use of the offer? • What price would you pay for a bed and a little private space in school?
Team RABBLE | Research | Innovation Planning Project
Research Objectives • Getting to know the hassle of having no sleeping opportunity close to school • Getting to know if there is a need for a temporary accommodation in school Research Methods • Interviewing students • Online survey for students • Taking pictures where people tried to turn school into “home” (resting areas, sleeping areas) Research Participants Interview: Students at University of Applied Sciences and Arts, Department Art and Design Research Location Department Art and Design, Sentimatt Research Time Friday 13/11/2015
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Trend Matrix The trend matrix presents: past, present and future trends in different sectors. The named trends are crucial and influence the potential solution, as they portray future needs.
Formerly
Development of smart devices such as ipad, smart phones and smart watches, growing number of connections of public transportation
Gadgets around improving the sleeping quality medical market: sleeping pill
Sleep trackers and related devices
Technology
Conventional blindfold and earplugs
Rising prices for accommodations; people start to commute due to better service and connections of public transportation
Culture
Same cultures/religions, same lifestyle
Business
People
Market
Currently
Residential school (internat), personal connections
Team RABBLE | Research | Innovation Planning Project
Emerging Public transportation is becoming faster and even better connected, growing number of smart devices that are connected to the human body, smart devices that can positively influence a human body
The number of students will further increase; performance standards at university and workload is increasing (Shaw & Ward, 2014) Cultural intelligence has to improve, as migration and therefore the multicultural mix is increasing
App’s like airbnb, hostels and other inexpensive accommodation
Increasing deamnd for short term relaxation opportunities such as capsule hotels day rooms etc.
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Territory Map As part of the research phase, the team decided to create a territory map. The map visualizes the main constituents of the proposed solution. The objective was to analyze all stakeholders and their future role in the project and business model. The territory map also describes how the constituents interact with oneanother. For a successful head start, a well functioning territory map is key to understand: • The preconceptions and general knowledge: The team summarized what and who is involved in the stated problem of lacking sleeping areas at school. The findings were used as components to create the territory map. • Allocating stakeholders and key elements: The second step was to allocate the who and the what to a certain area of the territory map. This helped to create a common understanding of the context.
Team RABBLE | Research | Innovation Planning Project
• Visualizing the problem statement: It is easier to understand the meaning of images or graphs rather than pages full of text. The territory map displays overlapping circles of different stakeholder groups and how each influences the other. • Helping to set frames for research activities: The information is increasing at the center of the territory map, due to the overlapping elements and the increasing influences and effects between the different stakeholder groups. By moving towards the outer part of the map, influences from external factors are displayed. • Creating a shared vision: The territory map helps in specifying the tasks, key elements, stakeholders and criteria that have to be mapped out. This helps people from all levels to understand what needs to be studied in more detail.
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Ethnographic Research Online survey Questions were gathered to reveil inconveniences caused by lacking sleeping accommodations at school. Several findings showed that there is a need for students sleeping at school. The online survey was sent to more than 500 students of the University of Applied Sciences and Arts, in specific the department of Art and Design. 166 students participated. The most relevant findings were: • Students either live very close to school (35% need less than 15 minutes) or commute (28% need more than 60 minutes) • 97% mentioned that they have school related events such as: aperos, seminars, exhibitions, etc. (in the evening) • 45% mentioned having these school events once a week and 27% stated that this occurs several times per week • 33% already slept somewhere else in order to be closer to school • during the week, 25% stay at school between the hours 6-9pm • during exam period, 54% stay at school between 6-9pm and 21% stay later than 9pm • 46% already stayed at school until late at night • (> 0am) to work on projects • 72% worked till late at night at home to finish school projects (> 0am) • 48% had to work through the night without sleeping at all • 53% had already slept at school during daytime • 12% had slept at school during the night • 51% took sleeping at school (over night) into consideration • 42% said they would use sleeping spaces in school, if they would be offered an adequate space • 31% mentioned that it depends how these sleeping spaces would look like • 28% would pay less than 10CHF for an overnight stay at school and 25% would be willing to pay between 10 and 15CHF per night
Team RABBLE | Research | Innovation Planning Project
Interview Having this basic information, the group searched for indepth knowledge by interviewing two student that experienced the hassle to sleep at school. These additional findings provided a more detailed understanding of the situation. Most students are dependent on public transport. Therefore, group work is scheduled in a time frame adapted to public transport opportunities. Late school events like aperos and student parties can result in missing the last train. If students miss their transport option, they are either dependent on a classmate inviting them to stay overnight or sleeping at school. An other reason to sleep at school is the lack of sufficient school equipment. Sometimes, students have to queue until late at night, to get a free. Many students adapt to the situation by borrowing mattresses, sleeping bags and blankets from each other. Some students mentioned that this hassle became part of their culture. Their criteria for a place to sleep at school is finding a quite area where one can regulate the lights, sound and temperature. What people like about sleeping at school, is that they do not lose time for commuting. Especially distance commuting, is regarded as lost time. Some cannot use their commuting hours since they need special equipment for working. Commuters as well as non-commuters would highly appreciated a rest room where people can relax if they feel tired or stressed out. Students that do not sleep regularly at school – meaning only 3 to 4 times per semester - would prefer a sleeping space offered by school. They would be willing to pay as much as commuting would cost them. Shower facilities are provided. However, not many know that they exist. If accommodations would be offered, these must be available on short-notice since a decision to stay at school is made according to impulses. Students that regard the overnight stay as part of their culture are less interested in costly accommodations since they already adapted to the situation.
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Desk Research The aim of the desk research was to find out what kind of products are offered to students, when staying in school till late. The team researched about existing temporary sleeping facilities inside and outside of school. Furthermore, Rabble took a closer look at smart devices offered sleeping aid, or means of enhancing productivity and overall well-being. Sleeping facilities at schools and universities So far, schools and universities do not offer overnight accommodations. However, an increasing number of schools starts to offer relaxation rooms. These rooms serve the need of short relaxing sessions or bridging time. At specific universities, such as the ETH (mainly the architecture department), it is common that students stay at school overnight. They often sleep in classrooms with camping gear or mattresses, as they do not have another possibility to get rest. An issue that definitely needs to be tackled. Temporarily sleeping facilities Up until now, existing sleeping accommodations mostly serve as overnight stay for tourists or travelers. After all, they need to bridge time and are not willing to pay large amounts of money for an expensive hotel room. As an example, capsule hotels offer minimal space for a short amount of time at a low price. The convenience is arguable. Foldable houses are another solution for temporary sleeping facilities. (Hochschule Luzern, n.d.) Smart devices Since offering sleeping areas at school would always be limited to a certain amount of space, the team started to research about portable smart devices creating qualitative rest. Rabble agreed on one definition describing smart devices, in order to clarify a common understanding within the team: A smart device is an electronic device, generally connected to other devices or networks via different wireless protocols such as Bluetooth, NFC, WiFi, 3G, etc. To a certain extent it can operate interactively and autonomously. Smart devices can be designed to support a variety of form factors, a range of properties pertaining to ubiquitous computing. They can be used in three main system environments: physical world, human-centered environments and distributed computing environments. (Wikipedia, 2015)
Team RABBLE | Research | Innovation Planning Project
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Sleeping devices So far, the only devices on the market are so called sleep tracking gadgets, which offer features that measure the heartbeat, noise pollution, light patterns, temperature, and sleeping phases. Currently the market does not offer any devices actively tacklling the influence on the human body or the brain in order to help users fall asleep. Furthermore, they only measure people’s sleep, instead of influencing its quality. Today, such devices are often used for people with sleeping issues or ones that need exact data to increase their performance (i.e. athletes). All findings perfectly serve as a great input for a potential solution that solves the students‘ problem. In addition to this, the shape is of great importance. The question is: Which solution will solve all issues mentioned above? The aquired knowledge has to be taken into account for the development of the product.
Figures 1-4: Wareable Tech for your connected self. Team RABBLE | Research | Innovation Planning Project
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ANALYSIS
Findings Ethnographic research showed that several students sleep at school during daytime, but also during the night. In general, people commuting long distance choose to sleep at school to save time. Furthermore, we found out that there is a lack of equipment for certain studyfields. Therefore, students need to schedule for working on their projects till late at night.
animation students= found own solution -> matrasses + blankets
late school events or having to finish an assignment
there is not enough equipment for all students to work during the day
46% had to stay at least until 12am at school in order to finish an assignment
during exam period 54% of students stay in school between 6-9pm, 21% even longer
12% already slept @ Senti + other D&K locations 51% took this into consideration
General statistics
General figures gathered during research.
cooking solution
Baselstr. has showers in the basement
staying in school to avoid commuting
Until when are students staying at school?
solution must immediately be available (impulse decision)
relaxation room for daily use; daytime solution
Statistics about staying at school
Reasons to stay in school
Why do people stay at school over night?
being able to regulate temperature, lighting and sound is important
Existing facilities
What existing facilities does HSLU offer?
Physical characteristics that are important for sleeping comfortably, when staying in school.
Facilities (physical)
33% had to sleep already somewhere else in order to be closer to school
willingness to pay for an accommodation in school per night: 28% < 10.-/25% 10-15.-
48% worked already through the night without sleeping
42% would used offered sleeping spaces at school
53% take a nap at school during daytime
35% need only 15min to come to school
27% have school events several times per week in the evening
45% of students have school events once per week in the evening
28% spend 60min commuting to school via plubic transport
food availability
bed & storage
day/ night possibility
Five categories were formed to evaluate the findings from ethnographic research. These clusteres werer analyzed to find characteristics that are needed in order to get a good rest, eventhough staying at school. The figures, percentages and responses from interviewees served as a base for creating different personas.
Team RABBLE | Analysis | Innovation Planning Project
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Persona In the second phase of field research, the aim was to define the target group among students that would be likely to use a service or product offering qualitative rest at school. Therefore, the team made another round of face to face interviews. Each team member interviewed a different type of student to get a broad understanding of possible future customers. Customer groups were divided according to their living circumstances: students living on their own, students living with their parents, students living in a student residence and international students with provided accomodations. In the analysis phase, all findings were visualized to create moodboards for each student character. The moodboards presents the different lifestyles of each character.
Jonathan, 22 years Namita Kalve, 22 years
Karin, 29 years
Yasmin, 24 years
her sparetime...
Team RABBLE | Analysis | Innovation Planning Project
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By comparing all four personas with the previous insights, the team decided that Jonathan‘s lifestyle and characteristics best represent the target group. •
•
Jonathan is a communicative and open-minded 24 year-old guy. He likes to be in groups and is enjoys social activities. He is very attentive and interested in what is going on around him. Jonathan is one of two children. His father is working for a well-known Swiss bank and his mother is a parttime nurse. He grew up very well sheltered and has a close relationship to his parents and his younger sister. Although he loves his independence, he still lives at his
• •
parent‘s house. This is due to his strong connection to the city, the social contacts and his hobbies and closeby sports clubs. Jonathan has a stable social environment. He knows his two best friends from playing football in his early childhood. If Jonathan is not studying he can be found on the football field or at the gym. He loves to play football and goes to his limits at crossfit. He prefers to be outside, enjoying nature. For him, sports is the perfect solution to a great work-life balance.
he still lives at his parent’s house, due to financial reasons, as well as the love for his Hometown.
He plays football and does crossfit. A work-life balance is essential for him.
Jonathan, 24 years
His family is a very important part of his life.
he prefers healthy and clean foods likes reading men’s magazines, for i.E. manual: to gain inspiration.
He commutes every day. The transportation connections to where he lives is a hassle, especially late at night.
Team RABBLE | Analysis | Innovation Planning Project
He is in his last year of architcture studies. as he has various projects running, he often stays at school until late.
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SYNTHESIS
Hassle Map As ethnographic research shows, 12% out of 166 students stayed at school overnight, in order to finish a task or to use certain equipment. Many of these students regularly sleep at school. 51% took sleeping at school into consideration. 42% would stay at school if a proper sleeping space would be provided. Regarding the numbers, one can see that there is a need to stay spend the night at school. If a student decides for staying, he will search for some kind of sleeping spot to get Having a school event in the evening (exhibition, apĂŠro etc.)
Need to stay in school to have access to equipment
some rest. Thereby, he will face several struggles. Mapping out those hassles is important in order to find a convenient solution which is immediately and easily accessible. The hassle map shows the typical scenario with all struggles that the student faces / will face. The indication of time is derived from the information of the interviews. This waas crucial, in order to measure the all steps in the process â&#x20AC;&#x201C; from the need to stay at school until going to class in the morning. Group meeting till late (to finish project)
Not working at home but at school for better concentration
07:00pm
1. Need to stay in school in the evening Forgetting about the time
Having to wait since machines are Occupied
Work takes longer than expected
Not wanting to Interrupt the Workflow
Time pressure
01:00am
2. Having to finish task for school Missing the last train
Not wanting to lose time for commuting
Feeling too tired for driving home
Seeing no sense in driving home, since one has to get up in a few hours anyway
02:00am
3. Too late for commuting Not being prepared for an overnight stay (no blanket, mattress or cushion)
Too late to contact someone living close-by for a spontaneous sleep-over
02:15am
4. Having to sleep away from home Trying to find a sleeping space at school
Trying to make oneself feel comfortable on the sofa
02:30am
5. Having to find a space for sleeping Getting disturbed by light motion Detector or by students turning on the lights
Feeling disturbed by noises from other students still working
Feeling cold during the night since Blanket is missing
Waking up in the morning because of janitor
06:00am
Finding another place where one feels less disturbed
06:15am
Not being able to fall asleep anymore since light is too bright
06:30am
Getting up since more students are coming
07:45am
6. Feeling disturbed while sleeping Lesson is starting: feeling exhausted and tired in the morning
7. Feeling unrested and tired in the morning Team RABBLE | Synthesis | Innovation Planning Project
08:30am 18
Insights and Criteria Insights and findings from user research, the persona and the hassle map helped to define the final criteria.
„When I‘m tired, I just want to sleep without having a big hassle.“ “I need a flexible solution since I decide according to impulses if I need to stay at school or not.” „It is always very cold in school.“ “For sleeping at school, I need to search for a place where I can adjust the light, temperature and sound by myself.” „It feels weird to sleep in public places.“ „I don‘t want more big and bulcky things to carry around.“ „Other people are still working. I can‘t turn off the lights!“ „I can‘t sleep with the lights on.“
„If I buy something that enhances sleeping, there has to be an immediate effect.“
felxibility in use duration
customizable flexible
compact
Team RABBLE | Synthesis | Innovation Planning Project
easily accessible
privacy
being able to regulate temperature, lighting and sound
solution must be available impulse on impulse
sleep everywhere
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IDEATION
Concept Finding Based on the criteria, Rabble brainstormed different concept ideas and evaluated these with the PMI method. All team members evaluated each single idea either as „+“ or „-“ or „i“ for interesting. The four ideas having the most „+“ or „i“ were evaluated to see which fulfills best the criteria.
sleeping like at home
a smart suit
atmosphere + cover
atmosphere + shell
atmosphere as 1 gadget
a beany
sleep everywhere
++---
-ii -
+----+
i+--+
i+++
i++i
ii+++
matrix rooms with special chair +i-+i-
smart blanket or sleeping bag
blind fold
glasses
a cloud
sleeping like in water
flying carpet
chip under skin
chewing gum
+---+
i+i+i
--iii
iii-+
-ii-i
ii--
----i
+---i
sleeping chair
sleeping under desks
ring
lip balm
cream
athmosphere + matrasse
hypnosis
patch
ii-+i
++iii+
i---
----
----
++-++
----
++--
special light
tea
temperature adjustment
helium rising
headphones
personal locker
soft bags
+-ii-
-----
ii+-
-ii-
substances (chemical or natural) --i
--ii
+-++
-----
Team RABBLE | Ideation | Innovation Planning Project
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Concept Development The four concepts that were evaluated as being the most interesting and suitable to the criteria were: Sleeping under tables, personalized locker, beany / hat and blindfold. Beany / hat and blindfold were combined as one concept since both ideas fulfilled the same purpose with similar designs.
Personalized locker The second idea plays with another piece of furniture: The locker. Every student has the possibility to receive a locker. These lockers would be transformed to a little sleeping cabin. Students would be able to comfortably sit in their locker to take a nap or even a longer sleep.
Sleeping under tables Research showed that students sleep on the floor, on sofas, even on chairs. To tackle the problem, a toolbox was suggested, integrating sleeping spaces into the school environment.
The lockers would be soundproof but permeable for good ventilation. Furthermore, the top of the locker would be out of glass, allowing the student to feel less convoluted.
Many people expressed the need of private space and security. By applying the idea of sleeping under tables, people would be able create their own temporary space. After closing the curtains from the desk (see drawing below), the space would isolate the user from other students working or being loud. A special mechanism lets a mattress drop down from underneath the table. Students can use the mattress for themselves or share it with a second person. Benefits are that no extra space is needed, plus the tables are used for work anyways. This concept did not fulfill all criteria because: â&#x20AC;˘ The noise emission from outside is still very distracting. â&#x20AC;˘ Tables are not available everywhere. Moreover, the concept is very simple: It is a mattress under a table.
Team RABBLE | Ideation | Innovation Planning Project
The concept did not make it to the last round, as it would have been too difficult to adapt to norms. In addition, many people suffer from claustrophobia. Beany hat / Blindfold A smart gadget that provides immediate rest everywhere at any time. Thereby, no further space is needed to create sleeping areas for students. A student would simply have to place the gadget on the head to enjoy a restful sleep. The shape of the product reminds of a beany / hat or a blindfold. According to the former list of criteria, there is a potential to meet all requirements by the beany hat /blindfold. Reasons that speak for choosing the beany hat / blindfold concept: First of all, the product is easily accessible and can literally be used everywhere. Furthermore, there is definitely a possibility to make the product durable, customizable, as well as compact. According to the criteria, the solution must provide the user with a high level of comfort. As such, the devise can easily be equipped with sound and light barriers, and still keep the look of a beany / blindfold. The demand to regulate temperature can be controlled through a specific technology that sends impulses to the brain. The brain will translate these impulses by releasing warmth if needed, or to adjust the perception of temperature. However, neither the beany, nor blindfold are able to grant the user with physical privacy, as it is only a device. However, the product will be able to create mental privacy by shielding the user from the outer world.
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Concept Evaluation “Sleeping like at home”.
a beany
blind fold
being able to sleep everywhere
being able to regulate temperature, lighting and sound
giving impulse for warmth
solution must be available impulse on impulse
sleeping under desks
After creating the criteria, and evaluating concept ideas, a final solution had to be picked. Three final concepts were left. A combined solution called Beany / blind fold and the sleeping under desks. Both ideas have the potential to incorporate the criterion of “Sleeping like at home”. Positive and negative aspects were discussed within the group. Based on the evaluation on the left handside, the team chose the concept of creating a beany / blind fold gadget. For a conclusion, the team formulated the following Job-to-be-done statement for the Beany concept: “I, am tired and can’t get home anymore, because I have to stay at school till late.“
felxibility in use duration
customizable flexible
MVP Definition setting the mind into sleeping mode
comfortable to wear
high-technology like sensors
fits each head size
compact
easily accessible
privacy
The minimum viable product is either a beany or a blind-fold that is comfortable to wear, fits each head size and is able to create an atmosphere appropriate to sleep. The group decided to implement the criteria for the MVP into a prototype. It will be used at a later stage for the MVP Solution Test.
“With the beany, I can get immediate and comfortable rest.“
Team RABBLE | Ideation | Innovation Planning Project
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Value Proposition
Prototype
Our new product is for: students who are studying late at night in colleges and universities.
Sketches In order to create a final design for the sleeping gadget, rough sketches were made, which afterwards were translated into different kind of mockups.
WHO ARE DISATISFED WITH the time, money and effort spent on commuting from college to home. The lacking equipment adds to the misery of the burdensome experience. OUR PRODUCT is a sleeping band called Bubble. IT PROVIDES hardworking students with a satisfying sleep experience. They can fall asleep anywhere and at anytime. UNLIKE folding beds or rucksack beds, our product doesnâ&#x20AC;&#x2122;t need to be carried around, nor does it require the effort to arrange it. WE HAVE ASSEMBLED the product with great gadgets like noise cancellation and zero light for the perfect sleep that young students deserve.
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Mockups
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Prototype Deveolopement
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Prototype The image on the previous page shows the prototype of the new sleeping gadget “Bubble”. The name “Bubble” derives from the imaginable sphere, which is created around the user by different technologies. These technologies provide a high quality sleep everywhere at any time. By placing the gadget onto one’s head, the user can take a step back from the surrounding to enter into a state of privacy. Entering this state evokes the association of being in a bubble. Bubble is basically an upgraded blindfold that is combined with an app. The product can be comfortably placed on one’s head and is adjustable to any head size. The front part protects the eyes from distracting lights, as well as serving as a display for specialized imagery effective to support the relaxation process. Furthermore, from the outer side, communicative indicators show the level of charge, working mode and user status (for example: red = please don’t disturb; yellow = wake me up, only in case of urgency; green = feel free to wake me up at anytime).
In order to use Bubble, an app for the smart phone is needed. The blindfold can be fully controlled by this app. By using the app, the user will have access to further options: temperature, light, sound, displaying of images and time regulation. In terms of temperature, the user can choose different modes that adjust automatically to the surrounding environment, as well as to the user’s body temperature. Lightness and visualization modes can be chosen depending on the customer’s preferences. The smart front of Bubble is able to vary in order to adjust the brightness or show specialized visualizations that support relaxation. Sound cancelation can be regulated between complete silence up to no cancelation at all. An additional feature is listening to music. Customizable lists of songs can help to relax more easily. The alarm system of the app will send a signal to the blindfold to gently wake up the user by giving soft and pleasant vibrations as well as increasing the amount of light entering the “Bubble”.
Moreover, integrated ear pads serve for active and passive noise-cancellation. These pads are wrapped in a soft material for comfort reasons. Regarding the picture below: The grid on the head shall visualize the impulses send to the brain to provoke the user feeling warm and comfortable.
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Brain activity Visualization of brain activity and magnetic field creation:
LED Display The on/off status is displayed by the LED lights: • indicating battery levels • helps connecting to the smart phone • shows user status (red = please don’t disturb; yellow = wake me up, only in case of urgency; green = feel free to wake me up at anytime)
Impulses send to brain • control human temperature and regulates it if needed • changes perception of temperature if needed •
provides impulses to rest
Creation of magnetic field • magnetic field creates actual heat • technology derived from magnetic field therapy improves the well-being of the whole organism by activiating the blood flow and the cells. Head band elastic band guarantees convenient placement of gadget for all head sizes
Front Outside: Electrochromatic glass used to dim the external light Inside: showing specialized imagery to support the relaxation process Frame inside: • foam is placed where the frame of the glass would touch the skin • this pillowy foam supports a comfortable sleeping position
Ear pads passive sound cancellation especially for high frequencies • inside = silicon ear pad to cover ears for noise cancellation • outside = soft covering for higher comfort when wearing the gadget An active sound cancelllation system is placed inside the covering to block especially high frequencies speakers installed to listen to music for relaxation and to be awakened with an alarm
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MVP In order to get a feeling of how the consumer would use the gadget, a scenario of the situation was played. Also the probable surrounding for using the gadget was closely observed to evaluate the fit between product and environment. Situation Students have heavy workload and need to regain energy She / he is exhausted She / he wants to find a sleeping place at the school.
Typical Environment Different installations for relaxation at the HSLU:
Most of the time, the relaxation space is either next to or within the working environment: recreational, relaxation space
Team RABBLE | Ideation | Innovation Planning Project
working, project area
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Problem Different sensory distractions prevent the student from having a good sleep.
NOISE
UNCOMFORTABLE
TEMPERATURE
BRIGHTNESS
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Solution MVP The solution is a blindfold that can be worn in order to enhance sleeping quality. The blindfold comes with an app. The solution: â&#x20AC;˘ blocks sound and light â&#x20AC;˘ regulate the perception of temperature by sending impulses. Usage of the product The student wants to take a nap / sleep Therefore, she utilises the product.
By using the app, she regulate the temperature, then sets a timer for the desired hours of sleeping.
The device sends impulses to the brain, which makes her feel more comfortable and relaxed.
Because the blindfold blocks any sensual distraction, she can have a high-quality sleep.
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Scenarios
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MVP Solution Test Three students were interviewed (Moja, Leila and Robbie) For the interviews, it was important to include a person from the educational institute, especially someone with execution power. Jan Erik Baars is the head of a bachelor program, at the same time lecturer. It was important to understand the benefits and the possibility for implementation from his point of view. The MVP interview was conducted by showing the prototype and explaining the usage to students and asking questions in order to understand the UVP, find solution in terms of channels, and to define the revenue streams. Every interviewee had to state three usability problems.
MVP Framework
Unique Value Proposition (After showing the prototype) Can you tell me what the product is about? (After explaining the manual and usage) Are you interested in a product like this? Channels Where would you see it work? Through which channel would you purchase it? Revenue Streams How much are you willing to pay for this product? Usability Problem What is your general feedback on this product? What are your suggestions for improvements? Where do you see problems?
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The main feedback from the MVP interviews were: UVP
Futuristic design
Aesthetics
Virtual/ mental Privacy
„ I like it“ Cool to have + potential for becoming „it“item
Tech. Infused Look
High quality
There is a need for a device like this
CHANNELS
PLACE OF USAGE
REVENUE STREAM
IMPROVEMENTS
Online
Train
Rent per day:
Dimming System
Airplane
15.- - 25.-
Active sound Blocking System
2 Parts Tech. + Textile (Washable)
Leave space for headphones or Intergrate Them
School
Purchasing (jeb + students):
Making tired
Passive Sound blocking Systems
Velcro or More elastic headband to fit each head size
Rather Discrete Design
Front is too hard + Not comfy look
People could stop interacting
School: Jeb-> no Students-> yes
100.- - 200.-
Wake-up system
Tech. Retail store
PROBLEMS
Design stores
Head band Size not Adjustable
Scary that tech. Can influence the Brain
Bad for Hairstyle
Feeling of Embarrassment - Not common To sleep in public places
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FINAL CONCEPT IDEATION
Solution MVP The group evaluated the feedbacks and concluded the following: UVP: The reactions to the solution were mainly positive from which the unique value proposition was extracted. For the end solution, the group decided to put more emphasis on the following aspects: futuristic design
virtual/ mental privacy
aesthetics
high quality
„ I like it“ cool to have + potential for becoming „it“item
Channel: The initial idea was that the school would purchase and provide the product to students since all interviewees proposed the school as a channel. However, the MVP showed that the educational institutes did not have any interest in doing so due to cost reasons and because health maintanace of the students is considered to be the responsibility of each individual. Therefore, the channels to consider are: online
tech. retail store
JEB + School 100.- - 200.-
Improvements: Some interviewees explicitly mentioned suggestions on some improvement possibilities derived from the problems. The group decided to take into consideration following aspects: dimming system
active sound blocking system
passive sound blocking systems
Clett or headband elastics
less obvious discrete design
Problems: Following usability problems were selected to be improved:
head band size not adjustable
front is too hard not comfy look
For the finalization and realization of the concept, the insights from the MVP will be adapted to the product.
Place of usage: The MVP feedback reaffirmed the group‘s initial assumption about possible usage venues. The school was selected as the main target: school
train airplane
Revenue Stream: Asking about the price, the interviewee was ready to pay an average price between 15-25 CHF per night. But since renting the device from school was not longer considered, the group focused on the general price of the device. (Hygiene issues when renting the device) The price ranged from 100 to 200 CHF. However, as the device has the potential of becoming a desired trend item, the group decided that the price could even be set higher depending on how tech infused the item would become.
Team RABBLE | Final Concept Ideation | Innovation Planning Project
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Prototype and Logic Passive noise control Foam out of silicon is integrated in the ear pads to block the sound. Especially high frequencies are filtered through the material. The circumaural shape of the pads is needed to filter up to 20 decibels. For more sound cancelation, an active noise control is needed. (Harris, n.D.) Active noise control Active noise control especially eliminates lower frequencies. The control system sends off acoustic waves that imitates the external sound. Thus, both waves have the same amplitude and frequency. However, a time delay is needed so that the “crests (compressions) of one wave line up with the troughs (rarefactions) of the other wave and vice versa” (harris, n.D.). The result is that both waves eliminate each other, called destructive interference. (Harris, n.D.) Dimming light by electrochromic glass Dr. Jean christoph giron invented a technology that turns glass smart. Double glazing is needed: the sleeping gadget has one glass facing the eyes of the user and one glass facing the surrounding. On the inside of the glass facing the surrounding, a ceramic coating has been placed. The ceramic coating consists of five layers. These five layers are 50 times thinner than a natural hair. The layer in the middle is electrochromic and the other four layers are electroconductive. When light comes from the outside, soft electric impulses are send to the electroconductive layers. Their lithium ions and electrodes are flowing into the electrochromic layer, which turns it dark. This can either be an autonomous process or it can be influenced by varying the strength of electric impulse. The amount of electricity is very small. 150Qm of electrochromic glass, would not need more energy than one 60-watt bulb. (Hennemann, 2015) Comfortable fit A soft elastic headband assures that the sleeping gadget suits all head sizes. Since the face side consists of smart glass, extra comfort for the face is needed. Therefore, a soft foam is placed where the frame of the glass would touch the skin. This pillowy foam supports a comfortable sleeping position.
Team RABBLE | Final Concept Ideation | Innovation Planning Project
Feeling warm through magnetic field Negatively charged particles, called electrons, are moving to create a magnetic field. The moving is caused by current flowing in a wire. To create warmth, current in form of soft micro waves are needed. Spin-waves (spin = rotation of the electron around the own axe; spin wave = one electron starts to move and causes other electrons to do the same, which causes a wave (institut für angewandte physik, 2014)) unfurl the magnet material and thereby decay. The collapse causes warmth. Heat is released. (Stoller, 2013) The traditional creation of a magnetic field could be combined with the technology of magnetic field therapy. Magnetic field therapy is an acknowledged healing method, which reactivates sick and weak cells: in the human body, each cell contains ions. Healthy cells have an active electric tension. Diseased cells have a small or no electric tension at all. An external magnetic field reactivates the endogenous electric tension and stimulates the circulation of blood. This causes oxygen to flow properly, which supports the immune system. Magnet field therapy is especially successful against pain, circularly disturbances and metabolic disorders. (Gräber, 2012) Brain impulses To get a better understanding of the human brain, as well as of the possibilities how impulses could positively influence it, the team talked to a psychologist. The key finding was, that most brain waves could be affected by current impulses. Furthermore, being able to influence the hypothalamus – which is responsible to control the warmth – would highly affect the technologies of bubble. Before taking influence on the brain, it is absolutely important to make sure and professionally prove that this technology is in no way harmful. Therefore, a deep knowledge about the human brain is crucial. The development of a product that is influencing the brain needs a very fundamental research and has to be accompanied by neurological specialists at any time. • • •
The human brain is the largest brain of all vertebrates relative to body size It weighs about 1.5 Kilograms The brain makes up about 2 percent of a human‘s body weight
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•
The cerebrum makes up 85 percent of the brain‘s weight • It contains about 86 billion nerve cells (neurons), the „gray matter“ • It contains billions of nerve fibers (axons and dendrites), the „white matter“ • These neurons are connected by trillions of connections, or synapses (Livescience, 2015) The facts above perfectly show the complexity of the brain. On these grounds, influencing only specific nerves could become quite hard. To become a better understanding of the human brain and get an idea where what could be influenced, the listing below is showing the specific parts of the human brain, as well as its functions.
•
It is the lowest, most primitive area of the human brain
Cerebellum • Two peach-size mounds of folded tissue located at the top of the brain stem • The guru of skilled, coordinated movement (e.G., Returning a tennis serve or throwing a slider down and in) • Involved in some learning pathways (driving a car, laguages, etc.) Cerebrum • Largest brain structure, two-thirds of the brain’s mass • Divided into two sides — the left and right hemispheres • Consists of closely packed neurons that control most of our body functions, including the mysterious state of consciousness, the senses, the body’s motor skills, reasoning and language The frontal lobe • Is the most recently-evolved part of the brain; it develops in young adulthood • It organizes responses to complex problems, searches memory for relevant experience, adapts strategies to accommodate new data, guides behavior with verbal skills and houses working memory • Manages emotional impulses in socially appropriate ways for productive behaviors including empathy, altruism, interpretation of facial expressions
Figure 5: Brainwaves Amygdala • Controls needs of basic survival including sex, emotional reactions (anger and fear) • Steers mental conditions including depression to even autism • It is larger in male brains, often enlarged in the brains of sociopaths and it shrinks in the elderly Brain stem • Connects to the spinal cord • Controls functions such as heart rate, breathing, digesting foods and sleeping
Team RABBLE | Final Concept Ideation | Innovation Planning Project
The temporal lobe • Controls memory storage area, emotion, hearing, and language The parietal lobe • Receives and processes sensory information from the body including calculating location and speed of objects The occipital lobe • Processes visual data and routes it to other parts of the brain for identification and storage
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Hippocampus • Processes new memories for long-term storage • Needed to focus on present; without the hippocampus, one would be stuck in the past of old memories. • It is among the first functions affected by Alzheimer‘s HYPOTHALAMUS • Interaction of signals from the brain and the body’s hormonal system • Maintains the body’s status quo • Monitors numerous bodily functions such as blood pressure and body temperature, as well as controlling body weight and appetite THALAMUS • Sorting, processing, and directing signals from the spinal cord and mid-brain structures up to the cerebrum, and, conversely, from the cerebrum down the spinal cord to the nervous system (Brainwaves, n.d.) With the gained knowledge above, following questions should be considered at any phase of the project: • • •
How could one specific feeling or part of the brain be influenced, without affecting the whole center? Are impulses somehow harmful for the brain? What are the newest findings in neurology at this state of time?
The brain is and will always be a very complex part of the human body. Influencing it bares many risks and therefore needs professional support at any developing stage. In the process of this document, its influence can only be assumed, which need to be proved by specialists in a later stage of the project, which is not a part of this project.
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Business Model Canvas Since team rabble is starting a design agency, a business canvas had been visualized to define the core of the new business. Bubble will be Rabble’s first design concept. The team plans to present this concept to different companies from the high-tech industry. Depending on the company, Key partners - Experts from various industry fields and universities - Banks for financial support - Copy shops
Key activity - Problem scenario development - Analysis and ideation - Research and development - Conceptualization - Project finalization - B2B communication - Managing design process and customer relationship - Marketing activities
Value proposition
Customer relationship
Customer Segment
Team Rabble offers effective customer need fulfillment with a future-oriented, human centered and innovative approach.
- Final customer co-creation - Deep dive into understanding Companies’ values by creating strong customer relationships - focusing on customer satisfaction (e.g feedback)
- B2B: offering our services to companies from diverse industries that lack design competencies but are interested in an innovate, human-centered design solution.
Key resources Intangible: - Expert knowledge - IT Tangible: - Financial resources - Website - Technical equipment
Cost structure - Most important costs are generated in the concept development phase - Most expensive resources are software - Most expensive key activities: printing (since we use external partners for printing), prototyping, promoting
Team RABBLE | Final Concept Ideation | Innovation Planning Project
Rabble would adapt the concept and final design to the brand image of its customer’s company. The B2B customer would take responsibility for developing the technologies, carrying out the final production and launching the product into the market.
Channels - Online (Rabble agency website, social media) - Personal contact with clients - In terms of networking,visiting fairs and exhibitions related to different industries
Revenue streams
- Providing service on request - Flat rate for design brief (10,000 CHF) - Each milestone of a project is payed after the delivery. - The workload is calculated in respect to the agency’s hourly rate (40 CHF per team member).
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CONCLUSION
The aim of this paper was to find a solution that would address one of the biggest issues in human life – rest. Therefore, Rabble chose the approch “Sleeping like at home“ to respond to the given topic of “Smart homes“. The final proposition must be a response to the stated project hypothesis: “Easy accessible and high-quality rest should be provided to students while working at school.” In order to create a valuable solution, the project process was divided into three main phases. The first one “Understanding people“. The initial phase started with the problem definition, continued with research, and ended with analysis. The deliverables of the first phase were insights based on generated findings of the intensive desk and ethnographic research. The desk research showed the user needs and existing technological solutions. The insights were analyzed and translated into the list of criteria for product concept development. The second phase of design solution consisted of synthesis and ideation. In synthesis, the brainstorming session was conducted, where a lot of ideas were collected. These ideas were evaluated according to the previously defined set of criteria. The most appropriate solution was then defined in more detail. After having the idea clearly defined, the prototyping process started. Various visualizations in form of sketches and mockups were created. These served as a base for the prototype. The team combined different designs for the final look of the prototype. Then, the prototype was build. A MVP test with the user focus group was conducted in order to test the idea and to gather feedback about the product.
Team RABBLE | Conclusion | Innovation Planning Project
Findings from MVP testing were used for concept improvement to initiate the last phase: Business building. In this phase, the final concept and business model were presented. By using the findings from MVP testing, the final concept was revised. Additionally, as the product development process was conducted in order to initiate a lean start up, Team Rabble moved on to create a business model, which will be further explained in the business plan. Regarding the work flow, the team experienced several iteration cycles before the final concept was created. The first iteration loop occured in design solution phase. The team realized that their concept fulfilled the user needs but failed to solve the limited space issue. Therefore, the team had to go back to problem definition and started the process over again. They defined a new research plan for desk and ethnographic research. The second iterative circle happened in the end of design solution phase. The team decided that their idea had not been innovative enough for the current project. Both loops led to the final solution: The sleeping gadget Bubble. All in all, each phase served to gain a deeper understanding of the user. The final concept is an innovative idea that truly fulfills the stated hypothesis by granting the user with easy access and high-quality rest at any place.
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LIST OF REFERENCES
Gräber, R. (2012, August 9). Magnetfeldtherapie und Magnettherapie - Wirkung und Einsatzmöglichkeiten. Retrieved December 8, 2015 from http://www.naturheilt.com/Inhalt/ Magnetfeldtherapie-Magnettherapie.htm Harris, W. (n.d.). How Noise-canceling Headphones Work. Retrieved December 8, 2015 from http://electronics. howstuffworks.com/gadgets/audio-music/noise-canceling-headphone3.htm Hennemann, L. (2015, May 12). Der Lichtsammler. Retrieved December 8, 2015 from http://www.handelsblatt.com/ technik/forschung-innovation/europaeischer-erfinderpreis-der-lichtsammler/11761466.html Hochschule Luzern. (n.d.). Ruheraum. Retrieved December 20, 2015 from http://sta.hslu.ch/ruheraum Human Brain: Facts, Anatomy & Mapping Project. (2015). Retrieved December 21, 2015, from http://www.livescience. com/29365-human-brain.html Institut für angewandte Physik. (2014). Was sind Spin Wellen?. Retrieved December 8, 2015 from https://www. uni-muenster.de/Physik.AP/Demokritov/Forschen/Forschungsschwerpunkte/mBECwasw.html Shaw, C. & Ward, L. (2014, March 6). Dark thoughts: why mental illness is on the rise in academia. Retrieved December 23, 2015 from http://www.theguardian.com/higher-education-network/2014/mar/06/mental-health-academics-growing-problem-pressure-university Stoller, D. (2013, April 23). Die Ausbreitung von Hitze lässt sich magnetisch steuern. Retrieved December 8, 2015 from http://www.ingenieur.de/Themen/Forschung/Die-Ausbreitung-Hitze-laesst-magnetisch-steuern Wareable | Best Sleep Trackers and Monitors. (n.d.). Retrieved December 20, 2015 from http://www.wareable.com/ withings/best-sleep-trackers-and-monitors Your brain and what it does. (n.d.). Retrieved December 21, 2015 from http://www.brainwaves.com/#frontallobe
Team RABBLE | List Of Refrences | Innovation Planning Project
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APPENDIX
Jan Erik Baars (Head of bachelor program Design Management and lecturer) Unique Value Proposition
Channels
Revenue Streams Usability Problem
Team RABBLE | Appendix | Innovation Planning Project
Can you tell me what the product is about? • It is a device that shuts you off of the world • It could be a display you can wear Are you interested in a product like this? • Yes • I can imagine it works • It looks nice • I like the fabric What does it mean for a lecturer when students would use this product? In gerenal, it doesn’t have an impact for the lecturer. It is more about how universities think about it. It depends on if it’s used for a place where one must be active and productive. We have a more relaxed environment, which is why people individually set up relaxation areas by placing furniture. SInce we don’t have a lot of money to invest in relaxation spaces, this device would be very helpful Where would you see it work? Travel, especially plane and universities Through which channel would you purchase it? • Electronic store • NOT from school How much are you willing to pay for this product? Around 100CHF What is your general feedback on this product? It is feasible What are your suggestions for improvements? • Velcro or different open/close functions for headband • Seperate the textile from technology so you can put it into laundry • Active sound blocking system (advanced technology that filters out external sound) Where do you see problems? • The head size is not customizable • If you spend time to do your hair, you won’t like putting this on your head • The textiles and silicon can get dirty quickly
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Moja (20) Unique Value Proposition
Channels
Revenue Streams
Usability Problem
Team RABBLE | Appendix | Innovation Planning Project
Can you tell me what the product is about? • Is it for skiing? • They’re glasses but you can’t see anything Are you interested in a product like this? • it’s well made • I have seen similar products (pillow where you can stick your head in) • There is a need Where would you see it work? Pinterest, Travel Through which channel would you purchase it? Online How much are you willing to pay for this product? Depends on the final product and where it is going to be used. But I would see it being rented for approx. 25 CHF What is your general feedback on this product? I definitely would have a need for this What are your suggestions for improvements? • Disposable ones would be interesting, too • It could be made a bit less obvious Where do you see problems? • I would feel a little bit embarrassed • People are going to look strange at me and would not know that i’m sleeping • The front part seems too hard, doesn’t look comfortable
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Robbie (24) Unique Value Proposition
Channels
Revenue Streams Usability Problem
Team RABBLE | Appendix | Innovation Planning Project
Can you tell me what the product is about? • It looks like hollow lenses • Virtual reality glasses Are you interested in a product like this? • I love it • We have a sofa but we can never really take a nap because it’s always too loud Where would you see it work? Definitely school, train Through which channel would you purchase it? • All channels students should have access to • School could also offer them, they could actually pay for them How much are you willing to pay for this product? Depending on the technology, around 15-20 CHF as a rent What is your general feedback on this product? I would like to use it in the train What are your suggestions for improvements? • It should be more elastic in the back • The front could be made out of textile • Leave space for earplugs Where do you see problems? • It is not elastic • The front is too hard in terms of material
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Leila (24) Unique Value Proposition
Channels
Revenue Streams Usability Problem
Team RABBLE | Appendix | Innovation Planning Project
Can you tell me what the product is about? • It looks very futuristic, i like the design • Is it a device for winter? • It could be some kind of a display that you can wear • Similar to Google Glasses Are you interested in a product like this? • I would like to have that • I need effective sleep in order to stay productive Where would you see it work? School Through which channel would you purchase it? • I think the school has to pay for it, i would like to rent one at school • Online • Media Markt, and tech stores (when it becomes more mainstream) • Fizzen, creative design products are sold there sometimes How much are you willing to pay for this product? Around 100-150CHF What is your general feedback on this product? I love it but i’m a bit hesitant knowing that the technology controls my brain Where do you see problems? • People would sleep everywhere and isolate themselves • People could feel embarrassed • You always have to take it with you
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