NO ONE'S INTERESTED IN THE INTERNET 2011
WORK AT DESIGNLABOR
Title
PROcess
Date
Category
Work at Designlabor Designlabor is a place for innovation. Collaboration with partners facilitates the initiation of creative processes and impulses for change in business. Partners’ topics offer a welcome inspiration for experimental, enquiring work. Special patterns of thought, methods and, last but not least, networks are the resources making it possible to explore wide-ranging problems. Multidisciplinary design competence and the coming and going of personnel are typical for the style of working. The laboratory is known as an open space offering professionalism and unconventional methods the opportunity to be productive within the scope individual unique experimental procedures. The short episodes contained on the following pages communicate the impressions gained of the style of working by this year’s design team.
25. 06. 2011
PERSONA Title
Method
Date
Category
When developing an Internet strategy it is very helpful to attempt to see things from the potential customer’s perspective. One method is to invent different people with individual stories who wander through the project – a hands-on type of target group analysis. During the subsequent process these figures function as a kind of control mechanism: »What would Julia have to say about this now?«
20. 06. 2011
GO AND SEE Title
Method
Date
Category
»It conceals huge potential. They are always working to develop new things – a good premise!« Horst Dierking, POPO Bremen
05. 07. 2011
DIALOGUE Title
PRESENTATION
Date
Category
An informal, sketchy environment – for example on the floor – is an excellent way of presenting various analysis focuses and initial strategic approaches at such an early stage.
DRANDA
20. 07. 2011
WORDPLAY Title
Method
Date
Category
A variety of wordplays is a good option for arriving at interesting associations when collecting initial rough ideas. To do so, a very diverse body of chance words or synonyms are collected relating to a topic. These can be combined with each other at random to create an infinite number of variations, thus resulting in metaphorical titles.
08. 08. 2011
DTILE Title
RESEARCH
Date
Category
»One morning I realised that we weren’t designers doing a project any more, but instead had gradually combined all the skills needed to present ourselves as the manufacturers of our products.« Peter van der Jagt, DTILE Arnheim
the Internet
Have space reveal information b fort highly topical added value chair cost-effective platform fas communication lose money fals learn options self-determined a temporary everyone wants to be control explore unknown territo information in a short time kn freedom fishing in muddy water possibilities risk distraction blan
build bridges unreal space come conquer the world from your ster than now trust networking se trust reference work help to action swap experience be conbe part of it transparency out of ory entertainment availability of nowledge transfer data volume rs make mistakes a springboard nk canvas dialogue
18. 08. 2011
MODEL BUILDING Title
Method
Date
Category
It is exciting to translate titles into tangible models for the generation of realisable ideas out of the bizarre constructions of wordplays. This method embodies the spatial representation of collected words which do not necessarily have any connection to the project itself. Titles consisting of wordplays are used for this purpose, for example »dark black triangular space«.
FOUR STRATEGIES
05. 08. 2011 Title
PRESENTATION
Date
Category
Four concepts relating to individualisation principles, image development, innovation and social responsibility.
FASTER LIFE =
LESS PATIENT
19. 09. 2011
PAPERPROTOTYPING Title
Method
Date
Category
Paper prototyping is a way of making interactive processes visible. The user thus interacts with a paper version of the actual website without knowing in advance how to use the interface. Thinking with your hands and working in an unusual medium takes reality to another dimension. This in turn makes it easier to recognise and analyse user paths.
AHOI
»Time off is a blessing for the work you are doing. Taking time to concentrate on something else, something that has nothing to do with the problems you are dealing with in that moment. One hour is enough - you will go back to work with renewed energy and for sure a new perspective on your work.« Guido Fantuzzi Bachelor of Art Design Scholarship holder
»I believe in lively thought, beauty, the joy of the mix and the calmness of the ferrymen.« Janine Iser Graduate Communications Designer Scholarship holder
»The challenging moments are particularly exciting, when you’re allowed to face a new task with the total naivety of a child. So why limit yourself to one discipline?« Esther-Marie Kröger Bachelor of Art Interior Design Scholarship holder
»The new place – lots of strangers. A task – ideas, discussions, drafts. Dissent, consensus – a goal. Finished, pleasure – New friends. Leave-taking. Good.«
Romin Heide Graduate Product Designer Scholarship holder
»dock_think_something_considered_ reconsidered_thought up_think laterally_ think ahead_forwards_backwards_ further_think_inter_interim thoughts_ make_implement_deconstructed_rethought_ new thoughts_reviewed_net_thought_ finish thinking_cast off«
Hanna Hermann Graduate Communications Designer Scholarship holder
»Cooking a good stock requires a process during which lots of things are added; a lot are then removed again and, ideally, are reduced to a concentrate at the end. And now the chicken for it!«
Claudia Schiedt Graduate Industrial Designer Scholarship holder
Boris Müller Professor for Interaction Design at Potsdam University of Applied Sciences WEB Workshop
»Design is often hard work – design means trial and error. Suffering during drafting is a fundamental element of the process.«
Hendrik Weiner raumdialog.com Project Entry & Design Methodology Workshop
»How can individualists become involved in productive activity? How does a shared idea originate? How does the project develop? This much is clear: Not at a desk; not alone; not using a computer.«
Prof. Florian Pfeffer Designer and Professor of Communications Design at the University for Arts and Design Karlsruhe Project Director
»I couldn’t describe the Designlabor and its potential for the Bremen region, for its project partners and also for the design discipline better.«
Tibor Kalman
»The perfect state of creative bliss is having power (you are 50) and knowing nothing (you are 9). This assures an interesting and successful outcome.«
TEAM 2011
Holger Kattert Project Manager
Oscar Niemeyer
»Every project already contains the right design. It just has to be recognised.«
Anne Havliza, Institute Director
»Design doesn’t begin with the search for the right answer, but rather with the search for the right question.«
SOME THING WITH THE INTER NET
2011
DESIGNLABOR PROJECT Title
RESULT
Date
Category
Something with Internet The Internet and interactive media are developing and changing at a speed previously unknown. They are becoming ever more important and have long since penetrated every area of our lives. Strategies which have been valid for years are now no longer as applicable. But how can companies use the Internet to achieve a new quality of communications? This wide-ranging question was the initial brief for the cooperative project between Designlabor and the company raumplus. Designlabor set up a research group with six up-andcoming young creative talents from the fields of product design, communications and architecture to work on the project using experimental methods. Communications designer Professor Florian Pfeffer and Boris MĂźller, Professor for Interaction Design, agreed to provide the group with technical leadership and advice. Together the designers explored the possibilities offered by the medium and, in a dialogue with partners, developed concepts which were ready for use. The work for the manufacturer of sliding door systems produced two concepts. DO IT! is a design tool for personalised customer designs and a design shop for individual products. Modern Crafts is an internationally focused communications project, within the scope of which, as a contrast to the monotony of the globalised product world, products are created through cultural interaction. The concepts are an illustration of how new paths in corporate development, manufacturing, communications and also the role of designers can be developed by using the potential offered by the Internet consistently. Although the old communications rules that only he who has something to say will be listened to and that credibility is a priceless commodity in communications
still continue to apply, there are no magic formulas for the fast moving medium. What is clear is that standards are continuing to rise and that professional design support is more necessary than ever. I would like to thank everyone who has made this project possible. Particular thanks go to our partner raumplus. Without the willingness of the company’s management to forego a narrowly formulated brief in favour of hands-on, surprising results, Designlabor’s experimental work would never have been able to unfold its substance. Anne Havliza, Designlabor Institute Director
MODERN CRAFTS The Modern Crafts concept transforms raumplus’ intrinsic core into the topic: The fusion of craft and design. Over the last century design has developed out of traditional crafts. The objective has been to combine product design with industrial manufacturing techniques and make well-designed objects accessible to a wide public. raumplus has pursued a similar path at company level. While initially a craft company raumplus today very successful uses a system-oriented approach towards manufacturing at a high design level and in an international context. raumplus now finds itself in the middle of current developments in which globalisation has seen the form and use of products become increasingly more standardised. Today, IKEA has branches in almost every country on earth, all offering the same products for people’s homes. Consumer are increasingly seeking items with their own identity and which have been shaped by regional differences, traditions, materials and skills. Modern Crafts turns the spotlight onto one specific question: What would happen if we brought together talented young designers and craftsmen from various cultures all over the world to work on one joint project? What could raumplus learn from this and what would the significance of such collaborations be for the company’s future development? Modern Crafts is, in this context, no inward-looking exercise or lofty experiment. Modern Crafts is,
rathermore, a communications project. The collaborations have been conceived as a competition for which designers can submit an idea sketch. The prize is the adventure of realising the idea in cooperation with a local craftsman in a far-away country. This allows raumplus to generate its own original content which can be presented to the public in the form of exhibitions, press reports, exhibition presentations and, possibly, as marketable products. The objective is to develop brand-oriented communications for raumplus, the core of which consists not of words but of deeds and with which raumplus is able to position itself even more strongly as a design brand than to date. This is of crucial importance since raumplus products are not technically highly complex and thus relatively simple to copy. Investment in a strong brand is the best way to survive in this international competitive environment. Florian Pfeffer, Project Director
THE MAGAZINE HOME This is the home page of the Modern Crafts magazine. The central banner has strong visual power and users can scroll up and down it. With the exception of the short teaser the page has no text. Users are invited to move freely around the page and to select images which interest them. These in turn lead to the corresponding article. The magazine consists of the sections »The competition«, »What we like« and »The makers«, which can be directly selected via the central task bar. In addition to this the home page provides an option for posting articles directly to Facebook and Twitter.
THE MAGAZINE HOME – banner This could be the complete banner for the magazine website. Articles appear chronologically. The white and blue animated gif provides information about the current status of the »Modern Crafts competition«, such as, for example, closing dates for entries, etc.
THE LOGO There are three versions of the logo on the right-hand side of the screen. The principle behind it is the certain degree of imperfection and variation which also gives hand-made objects their unique, special character. The logo on the page is animated and its appearance changes continuously. The corresponding motifs are created with stamp techniques using colour and various materials.
THE COMPETITION – HOME »The competition« is the magazine’s central element. It provides the site with important content in the form of well-prepared documentation (photos and videos) of the competition and the workshop. The international collaboration of young designers and selected craftsmen is documented here. A userfriendly navigation menu takes users to the content they are interested in. In addition to this there is also a »Take part« section aimed at interested designers who would like to take part in the competition. It provides all the information required and an option for uploading work.
THE COMPETITION – banner On the right-hand side the banner displays the individual documentation elements. The user is led to the relevant section of the magazine by clicking on images or text.
THE STORY This section documents the workshop. In addition to text and photos each year a short film will be made about the current project.
THE PRODUCTS This photo gallery shows the products which the five participating designers have developed together with the craftsman in the course of the project.
THE People Everyone participating in the project, from the craftsman and the designers to the jury, is introduced using short profiles.
PUBLICATIONS The competition and workshop are intended to generate content which is discussed in other magazines and media. The covers provide direct links to the relevant external articles.
SKETCH BOOK The gallery shows selected pieces of work which have been submitted for the competition.
THE STORY – BANNER A strong visual impression of the workshop is reproduced. Users are given a means of experiencing the regional connection; the landscape; the material used and the work by the team of designers and craftsmen.
THE people – banner The section »The people« provides short descriptions and contact details for the participating individuals, craftsmen, designers and jury members.
THE Craftsman OF THE YEAR Klaus Titze is a trained basket maker who relocated from Berlin to Denmark. He combines traditional basket weaving techniques with a wide range of materials such as, for example, fibre reinforced concrete. He is exemplary for craftsmen who are well-suited to working with young designers in the workshop.
WHAT WE LOVE – home What we love is the second element of the magazine. raumplus selects and posts articles and images from the fields of crafts, design, architecture and the arts in this section. The idea behind this is that what inspires raumplus can also interest and inspire users and customers. The section links articles from other magazines and on-line platforms with own content.
WHAT WE LOVE – BANNER This section is structured like a blog. Users are led to the article by clicking on the relevant image.
WHAT WE LOVE – TOKYO TRIP This showcase report on a business trip to Japan illustrates the kind of content which can be generated for the magazine: Impressions of Tokyo; interesting insights into international business contacts and visits to local craftsmen, for example rice paper makers in the north of Japan.
THE MAKERS The magazine’s »The makers« section profiles raumplus employees. Each week one member of the raumplus team is introduced. Users are given insider information and insights into product development and production. This provides customers with a means of experiencing raumplus as well as making the company transparent.
DO IT! The DO IT! concept is more than just another personalisation strategy of a design-oriented manufacturer. Various user groups (from professional designers to ambitious consumers) are able to engage closely with the raumplus manufacturing process and design their own rooms with any restrictions. DO IT! is an expression of a development in design which no longer defines the designer’s role as the owner of a finished product. The designer rathermore provides the framework conditions within which users can move and themselves become designers. These parameters are broadly defined by DO IT!, covering virtually all aspects of the surface design of room dividers. The platform thus offers significantly greater and more innovative options than was previously the case in the individualisation segment. To this end users are provided with a range of tools whose complexity stretches from »very easy« (application of pictorial motifs) through to »very complex« (control of a CNC milling machine which can be used to tool surfaces and materials). In this context generative programmes make it possible to create aesthetically high quality motifs from virtually any image.
DO IT! is, however, not just a design machine in the best sense of the word, but over and above this an innovative distribution platform for individual products. Professional designers can create their own shops on the platform, through which they can offer solutions they have designed to a wider public in the form of editions (for a share of the margin). Private users can share their self-designed room dividers with others (for example via social media channels). Every visitor can use designs by other visitors, integrating them into their own living environment. Design thus loses its elitist aura while also simultaneously gaining numerous new ideas. With DO IT! raumplus has taken up the concept of open source design and transformed it into a practicable concept. Florian Pfeffer, Project Director
THE HOME PAGE The DO IT! homepage provides visitors with an introduction to the platform. The menu bar, allowing users to move between the main areas of the page – gallery, room and door – is located at the top of the page. A sample room is shown in the background – its presentation is consciously stylised. The central element of the home page is a stream of images which – enriched with descriptive sentences about the platform – flows into the picture from the bottom of the page. Images from this stream are simultaneously projected onto the closet in the sample room. All key elements of the site – inspiration for closet design, interior planning and individual motifs – can thus immediately be recognised by the visitor.
PLATFORM STRUCTURE The DO IT! platform consists primarily of three thematic areas: the gallery, the door design section and the interior planning section. Users can move between the sections at any time via the menu navigation. The gallery is the heart of the site. It is where the possibilities offered by the individual sections converge. The user can chose among existing design options for closet doors and thus quickly gain an idea of what these could look like on a sliding door. In addition to the entire existing raumplus product range the gallery is primarily fed with motifs selected by raumplus. Some are bought motifs; some are selected motifs designed by users. There are also motifs which have been designed by selected designers commissioned by raumplus. When users move to the interior planning section they are able to alter the floor plan of the sample room using simple setting options to make it match ÂťtheirÂŤ room. The door design section offers the opportunity to edit motifs; to adjust the size and layout of the closet or room divider and to upload own images or to create own motifs for the doors using the design tools on offer. The new platform will be integrated into the existing raumplus ordering and manufacturing process via an option to request a quotation for the self-planned configuration.
GALLERY AREA When the introduction ends users are automatically directed to the gallery section, the heart of the site. The image stream continues to float on the right-hand side of the browser window, initially continuously displaying a cross-section of the motifs on offer. New motifs can be shown continuously by scrolling up or down.
DETAILED VIEW A simple click on the motif allows it to be projected onto the closet doors shown in the sample room. In addition to this, detailed information about the motif is also displayed.
FILTER AND SEARCH Over and above this the gallery section offers users multiple filter and search features which – based on the corresponding key wording of the motifs – show a selection of the relevant motifs. Should, for example, the user decide on red, then clicking on the red button displays the correspondingly filtered selection.
THE EDITIONS The ÂťDesign EditionsÂŤ represent a special category of motif, offering thematic collections of motifs created by designers. The involvement of professional designers helps to provide a higher quality of content on the platform and gives the concept more weight among designoriented users.
ILLUSTRATION The Graphic Edition offers a platform to illustrators to sell their work.
PHOTOGRAPHY In common with the edition for graphic artists, the ÂťPhotographyÂŤ Edition is a distribution platform for professionals, who can use it to offer their work.
3D milling Offers three dimensional door panels, some of which have also been specially manufactured as an edition for raumplus.
DESIGN EDITIONS The Design Editions support the section of DO IT! engaging with creation at a professional level. It offers a place for designers who either offer their own designs or are purchased to develop a form of small shop and use the site as a distribution platform. On the one hand this gives raumplus a higher profile in the design market and in the corresponding forums, boosting positive support of the brand in specific segments. On the other the Design Editions ensure that the gallery has a balanced mix – user-generated content is combined with professional designs and thus balanced out. Regular alternation of different designers ensures that exciting, new content is always on offer, animating and inviting users to visit the site over and over again. Customers are informed about new editions, generative tools and changing content on the site via a monthly newsletter and social media.
UPLOAD In addition to a wide range of motifs the platform offers users the option of uploading their own photographs or graphic images to test how they would look on a door. Various procedures are available for applying these images to the door and will be discussed in more detail later.
PREVIEW After being uploading the image is immediately shown on the closet door to give an initial impression of its impact on the room. Users can move to the »Door« section using the »Edit« function to carry out further adjustment of the motif.
DOOR SECTION The ÂťDoorÂŤ section offers various hands-on design options enabling users to design their own closet door motifs based on their own photo, own graphic image or also completely freehand. The use of generative tools during image realisation ensures good integration into manufacturing processes, since the results always correspond to manufacturing specifications. For users this means that they can use any photo or graphic image as a base and that they are free from technical limitations when creating a design. They are able to concentrate solely on creating an aesthetically pleasing result.
TOOLS The photo and graphic image upload feature allows users to upload their own designs. The existing raumplus door configurator has been integrated into this section. It allows various horizontal and vertical layouts to be specified.
EDITING OPTIONS Uploaded photos and graphic images can be edited using hands-on design options – meaning that the results achieved are always of an aesthetically high quality, with even low resolution photos producing great results thanks to a coarse resolution pattern.
MANUFACTURING PROCEDURES Various procedures are available to create the motifs. Individual doors with polychrome motifs can be realised by means of digital printing or in clear, contrasting colours using a film plot – both behind glass to provide protection from dirt. In addition to this, the use of a controlled milling machine makes it possible to mill three-dimensional motifs directly into various materials as a relief, thus achieving both spatially and also haptically exciting results.
GENERATIVE DESIGN Generative design is a term used to describe a design discipline which is still relatively young and is not actually design in the classic sense of the word but rather the use of programming code to create designs. The designer thus no longer produces the design result himself but rathermore develops tools in the form of programmed codes – control equipment from which the result originates. Thanks to their basic openness (meaning that they always generate different results when used again) the tools designed can be used by different users in various ways. By integrating chance into the code the programme can independently generate results. Generative tools are employed as a design medium for customers within the scope of the platform. This offers a number of benefits: The tools on offer have been created in such a way that the design results match the company’s profile. The high quality aesthetics of the results are achieved without overburdening users with confusing settings options and complex tools. Users can, however, still achieve a wide variety of results. In combination with the photos or graphic images uploaded by the user, serving as the basis for the generative tools, this results in individual motifs. In addition to this the tools have been specifically designed to harmonize with the raumplus manufacturing processes used to realise designs. This avoids problems such as incorrect data formats or poor resolution. To conclude, the implementation of new tools offers the opportunity to provide users with new design variations over the long term and to keep the platform current and exciting. This can be communicated via the newsletter or social media.
ROOM AREA Closet designs can be viewed in a predefined standard room to gain an initial spatial impression. This can be a useful aid to users when trying to decide if they like the impact on the room or not, particularly in the case of complex graphic designs.
ADJUST ROOM This section provides users wishing to assess the effect of their closet or room divider design on their own personal surroundings with the opportunity to individually adjust and plan the standard room as a sketch. Users can also change the floor surface to make the impression represent their own room as closely as possible. A link to social media allows the customer-designer to ask family and friends for their opinions.
PERSONAL ROOM An account saves all existing settings so that the user can quit the application and return later. Account holders can thus access adjustments and favourite designs at any time, leading to a closer customer relationship.
REQUEST QUOTATION The section allows customers to order a three-dimensional model after successfully designing their own room. Together with the cut-out sheet customers also receive a quotation for their closet module design including all the information required. This represents an ideal link to Service Design.
SOCIAL MEDIA Social media applications are no longer just a pastime for private individuals but are also being used by an ever increasing number of companies. DO IT! has the appropriate relevant content for a social media application. Platforms such as »Facebook« make it possible to set up a company profile; to have a finger on the pulse of the times; and to enter into a direct, real time dialogue with customers. This application is particularly suitable for raumplus and the new DO IT! platform because it is an easy, uncomplicated way for customers to share their selfgenerated content with friends and to initiate discussion of their room solutions. While this and other platforms may be free, they must, however, be continuously kept up to date. In this context they can, for example, be used as newsletters to communicate all raumplus and DO IT! news. Posts which are popular are circulated and shared within seconds on these kinds of platforms. This is a way of reaching far many more people than conventional newsletters or info letters can ever do. Fans function as free, fast advertisers. The content posted is not only distributed tremendously quickly but also unobtrusively and – thanks to the recommendation principle – also very authentically.
SERVICE DESIGN Service Design is a specific ÂťplusÂŤ in any kind of ordering process. The plus for DO IT! is a model cut-out sheet, developed to make it possible to send customers their own individual room models. Customers can create rooms which they have virtually planned beforehand as miniatures together with the whole family. The haptic product experience this entails also makes it possible to activate more senses. The model provides customers who have difficulty thinking spatially with better orientation. They can move the products around inside the model and try out various options. Customers are able to take a proactive role in their problems, defining possible solutions themselves. The result is interaction between the customer and the dealer. The provision of individual solutions serves to increase the value of the virtual designs. Customers feel that they are being taken seriously as designers and raumplus gains better, stronger customer loyalty.
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LEGAL NOTICE A Designlabor Bremerhaven project in collaboration with raumplus Besitzund Entwicklungs-GmbH & Co. KG
Project team Guido Fantuzzi, Romin Heide, Hanna Hermann, Janine Iser, Esther-Marie Kröger, Claudia Schiedt
Project direction Prof. Florian Pfeffer
Consulting Prof. Boris Müller Hendrik Weiner
Project management Holger Kattert
Institute Director Anne Havliza
Editor Designlabor Bremerhaven WFB Wirtschaftsförderung Bremen GmbH An der Geeste 25 27570 Bremerhaven T. +49.471.391560 www.designlabor.com
Design and Photography Designlabor Bremerhaven
© Designlabor Bremerhaven 2011