New Product Development - Shaving Device for Google by Livia Bühlmann

New Product Development Team Air Design Susann von Bornst채dt Fabian Jason Bollhalder Livia Rahel B체hlmann

Lucerne University of Applied Sciences and Arts Design Management International New Product Development Fall Semester 2014

The Project in a Nutshell Executive Summary

An experienced Chinese OEM manufacturer of hair removal products approached Air Deisgn with the task to design a shaving concept for Google. The purpose of this report is to display our design process of reaching the proposed solution. This process goes through vigorous steps of research, analysis, synthesis, ideation and development. Within the research phase, there was both secondary (about Google, brand language, shaving market and trends) and primary (Ethnographic) research methods undertaken. The analysis that was undertaken looked at creating a personality for both the brand and for a persona as well as retrieving insights from the ethnographic data. These insights and analysis were incorporated in an interactive creative problem solving session that was conducted with a number of different designers from various departments. These ideations were brought forward into the development phase where Air Design choose and developed one concept further to its final stages. Google is a multinational technology company specialized in Internet-related services, which hold an explorer personality trait. An explorer personality trait is one that is curious about how everything works, passionate about technology, socially inept, etc. Once understanding the Google’s persona, an indepth analysis of a Google customer persona was created. This affected the selection process of our target interviewees in the ethnographic research. The ethnographic research consisted of interviews and observations. Through these ethnographic approaches, there were a number of interesting insights brought upon us such as:

• Shaving is a goal oriented activity: outcome = motivation to shave • Looking good - feel better - higher self-confidence, so you can impress people • Who and where you interact with changes the level of importance of looks. • Face shaving belongs to the morning routine of white-collar workers • People shaving daily do not shave on the weekend to give their skin a break and many more. Through the interactive creative problem solving session that was held by Air Design, we came up with a number of radical innovative solutions for hair removal products for Google in specific. Air Design took these various ideas into an evaluation process. Within the evaluation, we evaluated the concepts based on specifications that we had created through the research of Google, the shaving industry, trends and insights. The proposed solutions were cut down and then developed into a final solution. The new Google 3D Shave breaks limitations that currently exist within the male shaving market. Men use the shaver to first fully shave their face to gain a hair free face. Thereafter, they print nylon filaments onto their face to achieve a desired look. The new concept enhances a current Google user as they can use the search engine to find the wanted looks.

2 Table of Content Chapter 1 Project Assignment

Chapter 5 Design Development

Project Plan 3

Approach and Methodologies 23 Product Sketches 24

Chapter 2 Research & Analysis Research Plan 5

Evaluation 25

Brand Research 6

Final Design Charger 27

Shaving Research - Ethnographic 11

FInal Design App 28

Shaving Research - Market 12

Concept for Packaging 29

Final Design Shaver 26

Trend Research 13

Chapter 6 Self Assessment Lessons Learned 30

Chapter 3 Ideation Creative Problem Solving

Concept Evaluation 18

Chapter 7 Appendix Project Assignment

Appendix A

Appendix B

Concept Development 15

Chapter 4 Concept

Research & Analysis

Appendix Ideation

Appendix C

Final Concept Overview 19

Concept

Appendix D

Technical Aspects 20

Design Development

Appendix E

Usage 21

List of References

Appendix F

Google 3D Shave Experience 22

Project Assignment Project Plan

Costs Phase 1 – Research CHF 45,000 Phase 2 – Analysis CHF 39,275 Phase 3 – Creation CHF 45,937 Total CHF 130,212

Project Title New Product Development, Google Shaving Experience Date of Authorization 14.10.2014 Background The agency Air Design is developing a product proposal for a major client – an OEM manufacturer of hair removal products - to bring a Google shaving device to the market. Objectives/Project Goal • The goal is to conceptualize, formalize and articulate a brand experience around Google and the topic of a ‘shaving technology’ within a given amount of hours and time. • The product needs to be coherent with the brand‘s current product portfolio and its brand experience. • The product has to meet current trends and needs of the target group. Scope Air Design conducts an extensive research in the area of shaving, trends as well as Google. Through analyzing the gained data, Air Design will draw insights how Google could enrich its portfolio in the shaving market. Using creative methods, Air Design fuses the findings into one concept: The concept of tomorrow‘s shaving experience. This concept will be sold to Air Design’s OEM client who will realize the project with Google afterwards. Timeline and project schedule Project Timeline The project starts in October 2014 and will be complete in mid January 2015. A detailed project schedule is in the appendix. Phase 1

Plan

October

Phase 2

Research

November Project Assignment 23.10.2014

Phase 3

Analyse

Create

December

Project Organization Air Design appreciates the diversity of its workforce. Having experts with different professional backgrounds is essential to deliver open-minded and outstanding solutions of products and services. To ensure that time and financial goals are met, responsibilities are divided within the team. Project Planning Livia Research Lead Susann Analysis Lead Susann Creation Lead Fabian Documentation Lead Livia Presentation Lead Fabian Benefits Air Design will create the opportunity for Google and their OEM client to enter a financially and geographically attractive market. The concept will help both companies to stay innovative and boost pioneering in the shaving market.

January Final Concept Proposal 16.12.2014

Approach The following phases are needed to create the concept of a shaving device: 1. Plan 2. Research 3. Analysis 4. Creation 5. Closing

Conecpt Presentation 14.01.2014

Quality Management Air Design values the collective effort of its team. To reach its full potential, one meeting per week is reserved where completed tasks are reviewed and current states, next steps and difficulties are addressed. This meeting serves the organizational purpose to gain an overview of the process. The number of working sessions as a team varies according to the set tasks. Some tasks allow individual working. Time Management In order to stay within budgets and to achieve the project goals, Air Design has to stay focused and attentive on the project timeline. Each team member is expected to finish tasks within deadlines and to address difficulties as soon as possible. The project leader is responsible to stay informed, checks that the project timeline has been updated and that milestones are met. Control Each meeting is reported in a word file called “Meeting Notes” where tasks for each team member and goals for next sessions are written down. This enables the team to control workload and contribution of each team member. As soon as the task is done, the person who fulfilled the task will make the note “done” in the acquired column in the timetable. In the beginning of each meeting will individual tasks be presented and controlled by the whole team. Human Resources Management / Roles and Responsibilities Clear responsibilities and roles are defined in the beginning of the project. Each phase includes the workforce of the whole team with one team member taking the overall responsibility of completeness, quality and timeframe per phase. The team has to decide wisely which tasks can be done individually and which ones as a team to save time for parallel projects and assignments of the DMI course. Thereby, each team member is expected to finish work in time according to the working policy in the team charter to make planning possible.

Data Data is saved on the team’s dropbox. Clear task division will prevent that several team members work at the same time on the same document. The dropbox is divided into several files according to project phases. As soon as one document is completed, all team members will check it and drag this document into the “documentation content” file where it is inserted into the final documentation. This helps to overview documents where the team is still working on and documents which are ready to insert. Livia is responsible to insert the documents into the final documentation to prevent that several people work on the final documentation at the same time. Approval The team members signed this contract on the 14th of October 2014.

Research & Analysis Research Plan Research Goal and Research Results The two main goals are to achieve an overall understanding about Google; its products, users and environment and to understand the shaving industry for men and women, the products, users and environment. Thereafter will not only the touchpoints between Google and shaving be identified but also a specific target market direction. Findings shall provide qualitative and quantitative information that must be analyzed for further product development. Assumption and Hypothesis Google is the most used search engine in the world and offers Internet-related services and products. Partnerships with specialized manufacturers open up a new market to install Google technologies in tangible products. Google‘s self-driving car, Google Contact Lens and Google Chromebook shall simplify daily life. Air Design assumes that daily life can be simplified as well by merging shaving and Google technologies. We can assume that both - the male and female shaving industries - offer different problems that need solutions. Research Objectives and Research Questions Google Research: In order to gain a full understanding about Google, one has to research about its history, brand philosophy, markets, products and future trends as well as user behavior and their needs. • What is Google about? • What products does Google offer and how can Google’s market be described? • What are Google‘s competitors in a specific field? Shaving Research: The shaving industry has to be examined for its history, current products, markets, usage, trends as well as user behavior and their needs. Observing patterns of behavior and actions that occur within a natural environment while shaving will help to gain insights and to understand the user’s mindset and true problems. Guiding research questions are: • • • •

How can the shaving technology market be described in general? What kind of shavers and byproducts are on the market What inovations can be found? How does the daily procedure of shaving look like?

• • •

How much technology is involved in the daily procedure of shaving ? How much multitasking is involved in the daily procedure of shaving? What activities would the user love to combine within the procedure of shaving?

Interconnection Research: • Where are possible touchpoints between Google and shaving? Research Methods The primary method approach consists of: • observation of actual shaving – using the method “Fly on the wall” - to understand the user behavior and the needs • interview - asking shaving-related, technical and personal questions to gain insights about the user The secondary method approach consists of: • readings in books and library will provide background information about current market situation in terms of competition and market trends Research Participants Observation: three men similar chosen to brand user Interview: nine men similar chosen to brand user Research Location Observation: private homes of participants Interview: anywhere - location is irrelevant Research Equipment camera, voice recorder, computer, questionnaire, templates for field notes

Research & Analysis Brand Research

What: The only online search engine How: that accurately and with speed delivers the world’s organized information Who: for everyone Where: everywhere Why: that want to gain information which they dont already have When: in an era where technology is heavily integrated in daily life Google was established in 1995 by both Larry Page and Sergey Brin - students at Stanford University - as a dormitory start up. The project of a search engine that had a smarter algorithm than the current competitors resulted in a true success. It gave users the opportunity to gain more relevant and speedy results. The company rapidly expanded from their first office in 1998 to now being the most-used search engine in the World Wide Web. Marketing Mix Product Google offers a variety of different products and services. The company‘s most widely known products are the Google search engine, GMail and Youtube, which are services and therefore intangible. Tangible - but nevertheless well-known and affordable - are the Google smartphones and tablets (Nexus) as well as the Chromebooks. Google often partners with experts such as SAMSUNG, LG or HP to produce tangible products. However, most Google products are developed at the Google X laboratory. Google runs this facility under the slogan: “The future just happened“. The cash cows of Google are the two advertisement services Google AdWords and Google AdSense.The revenue of these two products finances Google‘s other projects – the free services as well as the experimental projects of the laboratory Google X.

Promotion Google’s main focus is on development and not marketing. The strategy is to satisfy the customer by creating a simple, convenient and precise product or service in order to spread reputation and let the customer become the marketer himself – called viral marketing. The more people talk about it, the more likely it is to create a buzz. Further promotion is spread online through videos posted on Google’s YouTube platform. Google also organizes periodically launch events where the public is introduced to new innovations of Google. The company carefully maintains its image of being extremely innovative, fun and fast. This is promoted not only through videos on YouTube but as well through each carefully selected employee. As Google counts to the “Most Wanted Work Environments”, they can meticulously choose their employees to maintain this reputation. Place Most of Google’s goods are internet-based services. Therefore, the majority is sold online. The purchasing experience starts on Google‘s homepage (www.google.com). Its tangible products such as the Nexus and Chromecast - are purely sold online whilst the various collaborations with companies - such as HP for the Chromebook - are sold on Google‘s e-commerce site and by the original manufacturer. Some tangible products are also available at Amazon. Price The price range of Google‘s products is enormous. Most of the online services are for free - meaning that a user of the search engine or Gmail does not pay anything. Companies using Google as an advertiser pay for the service. Google offers its tangible products for an attractive, competitive price. The products from Google X laboratory are however on the very upper end of the market price range.

7 Target Group Google addresses especially large and highly known businesses for advertising. The search engine and Google’s products attract media and create a marketing buzz. The single user of the search engine is highly needed as the key to reach the big companies. By offering additional services like Google Analytics, Google is dependent on individual users by tracking their online actions to sell these findings to their clients. There is no overall target group for Google. However, each individual project looks at targeting a specific group. Geographically Google owns half of the search engine market. Only Russia, China, Czech Republic, South Korea and Japan are dominated by local search engines. Google Analytics provides the most widely used website statistics service. Generally, there are no limitations: The company offers the possibility of information to each human and to each business. Demographically According to studies in 2014, the majority of individual Google users are younger than 35, went to university or college and have a job in a business environment. Another study claims that the majority of Google users are male. In general, the target group of individual users is very broad since Google is a highly international company. From the business customer side, Google mainly tries to target the well established international companies but it also provides free advertising and analysis services for small companies. Brand Perception The team asked random people about their perception of Google. The answers were arranged as keywords in a word cloud. The font size was chosen in relation to the number of similar given answers. Some of the mentioned keywords are highly promoted by Google like “innovation” and others like “creepy” are not promoted but are still associated by the user. The more keywords of customer perception suit the company‘s actual philosophy, the better it is.

Positioning As Google is heavily approaching the smart home sector, it is competing with new competitors that have not been a threat up to now. The team has analyzed the smart home sector on a matrix. The matrix analyzes various brands that offer smart home products in terms of the number of integrated products (NIP) and the pricing. The number of integrated products means the number of different products that are connected to create a “smart” home. There is no direct correlation between pricing and NIP. There are some brands focusing entirely on creating a smart home. These brands have a higher NIP than the brands using the smart home as a side product. many integrated products

Qui r ky

Samsung

Apple

Smart Things

- price

Google

Amazon few integrated products

+ price

Phillips Hue

Core Attributes - Brand Behavior Google can truly claim itself as an all-rounder compared to its competitors. It offers music, mail service, maps, social platforms, customer analysis, ad service etc. – almost anything that relates to data sharing. Google‘s fast product introduction to the market makes them stand out from the competition. A great number of different products are introduced at the same time which makes it impossible to keep track of all products and services that they offer. Most products also disappear from the market as fast as they were introduced. Often, legal issues like personal

8 data protection are discussed after the product is already introduced – e.g. face protection in Google street view. One attribute that causes Google‘s popularity is the user-friendliness. Interconnection between different services guarantees a fast access for immidiate usage – e.g. a user needs to insert his password only once to use all services of Google. Also, Google’s company culture differs from its competitors by allowing their employees a high level of independent freedom and by creating a family atmosphere rather than a business atmosphere. However, not all promises of the company can truly be kept. In Google‘s “Ten things we know to be true” - “You can make money without doing evil”- is no description about the meaning of evil. Saving and selling personal data of clients is for some people evil and for some not. There are many controversial issues that challenge legal law and data protection. Another goal of Google is to make Google available for everyone. However, most products need high technology for usage – e.g. apps - and some products - like Google Glasses and Google Self-Driving-Car - will only be available for wealthy customers. Therefore, the majority of people in the world cannot use Google products and services. Style Attributes - Google Logo Analysis The Google logo consists of the primary colors and one secondary color, which is green. According to the logo’s graphic designer Ruth Kedar is the usage of a secondary color a reminder that Google does not follow any rules. The color combination seems playful and friendly and therefore is often used for toys. In the very beginning, the Google logo was written in Baskerville Bold and the color shades were less natural than today. In a second version, the Google logo reminded with its added exclamation mark on the Yahoo! logo. The usage of shadows was reduced in the latest version. Nowadays, only discreet light reflections within the letters are visible. Since August 1999, the logo is written in its own font and uses big counterforms and fine lines for its letters. This reduction caused a less static but rather energetic, bouncy impression. Often, the logo of the search engine gets modified for special occasions like Christmas, World Championship, local holidays, birthdays of famous people, etc. . These modifications became known as

Google Doodles. Twice in 2010, a colorless logo was used when the Polish president was killed in an air plane crash and to respect the grief of the Chinese population due to the Qinghai Earthquake. Google’s mood of the logo reflects happiness or grief. Google also connects with its users by letting them create logos for Google. A Google user designed the currently used favicon of Google - the g with a blue background. Especially the “g” seems to reflect the playful spirit of Google by reminding in its shape on glasses. This can be connected to Google’s archetype, which is the explorer.

Style Attributes – Product Language Analysis Analyzing the product language from Google’s various tangible and in-tangible products allows Air Design to understand the design language necessary to implement within the future shaver product. Different aspects of product language were looked at such as how self-explanatory the design is, how reduced it is, how serious, how integral, etc. As visible in the synthesis below, Google products are extremely self-explanatory, hold heavily reduced aspects, tend to be more “fun” looking, etc. Once these evaluations were completed, they were translated into specifications which are than used to evaluate future design solutions for the Google shaver.

Self-explanatory

Complicated

Reduced

Rich

Serious

Fun

Integral

Additive

Dark colors

Light colors

Monochrome

Polychrome

Curved

Straight

Matt

Shiny

Key Chromebook Pixel Google Glasses Chromecast Google.com Chrome/Website

9 Core Attributes – Brand Character and Motivation Brand Archetype A brand archetype translates the brand character to a personality, showing the brand values and the company‘s key motivation. As Google’s mindset is strongly based on its two founders Larry Page and Sergey Brin, the brand lives within their spirit. Google works on countless projects at the same time and invests high sums into research & development. Google only believes in possibilities - never in impossibilities!

The Explorer Core insight: Curiosity as a driver

Aspirational Value • Wants to uncover everything • Wants to have fun • Wants to create true inventions based on uncoverings

Base value • Willingness to invest into development • Called for mission to share knowledge with the world • Doer (makes it happen and does not just talk about it) • Everything is possible

You are allergic to • Limitations • Making choices • Law regulations and rules in general • Routine

You are allergic to • Overthinking • Being only a number in a company and in the world • Mainstream • Standards • Fear

You avoid to: • Make small talk • Set boundaries • Concentrate on small-scale goals

You avoid to: • Wait for an invitation • Adapt yourself • Spend too much time on details Core character • Curious about how everything works together • Passionate about technology and knowledge • Socially inept • Narcissistic • Feels chosen to reinvent the world • Loves to work on several projects at the same time • Wants to see fast results • No aesthetic sensibility

10 Google Insights Google is driven by the urge to explore the whole world. The company wants to uncover and share as much information as possible. Therefore, Google is constantly working on several projects at the same time. Great financial reserves allow Google the luxury to risk failures and to introduce products in an early-stage to the market – even when some are not fully developed in detail. This creates the advantage that Google can introduce products faster than their competitors. In case of product failure, Google does not run the risk to ruin the company due to their highly profitable advertisement service. User Persona, Pascal

• Self-confident, unattached, impatient • Lived with his family in 7 countries • Lives in a shared flat • Belongs to upper middle class • Owns Philips Hue Lights, MacBook (carries it the whole time arround) • Likes meeting friends • Is into sports and fitness (cricket, gym, checks amount of proteins in food) • Enjoys traveling to cities • Keeps track of Apple innovations

Christina, 23 years old German/Chinese (Hongkong) Single Studies interior design in Berlin

Pascal, 23 years old Marketing student (Master) in Berlin / takes studies very serious (quits playing cricket), builds up network to create business contacts

Christina, 26 years old intern in interior design company in Berlin, blogger, barkeeper

Christna (28) and Pascal (26) move together.

Swiss/American Single Studies economy in Geneva

meet on Tinder / going on dates (Design & Art Museum)

Pascal, 21years old Pascal, 29 years old • Finished marketing master • Moved with Christina to Berlin Kreuzberg • Works for 2 years at Interbrand • Would like to be promoted • Goes to work by public transport • As a start of the day, he checks the new trends on the market • Likes to chat with collegues at work • Has lunch with co-workers • Goes to the gym after work • Spends the evening with his girlfriend discussing ideas for her firm • he helpes Christina realize things (such as painting walls) even if that is not his strength - for her he would do anything. Christina, 31 years old has a small, but succesfull interior design firm with friends from university

11 Research & Analysis Shaving Market Research Male shaving market The male shaving market consists of traditional wet razor shaver, electric shavers and electric trimmers. Although each of the sub markets entails a different target audience, they all share a common end goal of realizing a method of hair removal for the benefit of the user.

Trend - Menosance The new trend of the Menosance is critical when assessing the men’s shaving industry. The Menosance derived from the term renascence and is about the males having liberation in being able to express their emotions and feminine aspects more openly. Nowadays, men are questioning what masculinity still means and comparing the amount of emotion they can show whilst still holding a masculine approach. This trend affects each age group. However, the younger generation have transitioned into Menosance much smoother since society became used to the new masculine sensibility. Men are now considered as old fashioned when they do not adapt to the Menosance style. With the norms changing, the younger generation are having difficulties in knowing the right tools (shavers, trimmers, etc.) and how to use them to be considered into the Menosance group.

This matrix compares the dimensions of the average shaver and trimmer cost from specific brands compared to their amazon star rating. The amazon star rating is a comprehensive evaluation of customer feedback of specific products. Within the matrix, it is visible to see that there is no correlation between the shaver price and customer feedback. This is due to the fact that when customers buy shavers for various price points, they have different expectancies and therefore adapt their quality expectations of the product. Amazon Rating 5

Price $ 150

User behaviors • 44% of parents are willing to spend 10-30 quid on a shaver • 60% answered not having problems the first time shaving • 56% sought advice when first shaving • 61% use a blade razor, whilst 31% use an electrical shaver • 70% of parents ask their child what brand they would like before buying it • Only 14% would spend 40 pounds or more • Price and Quality are the most important factors when buying a shaver Clay, L. (2012). Philips Shaving Market Research. Retrieved October 1, 2013.

Market Competition: • Philips • Braun • Babyliss • Remington • Panasonic

Remington Shaver

Babylis Trimmer

Babyliss Shaver

Philips Trimmer

Philips Shaver

Panasonic Shaver

Braun Shaver

Decision to Focus on Male Shaving Market Focusing on the male shaving market was a decision taken after investigating both the female (see appendix) and male market. Air Design evaluated the two markets based on Google’s brand, company and archetype and came to the decision that the male market suited the Google brand more adequately.

12 Research & Analysis Trend Research

Research & Analysis Ethnographic Research

To find an approximate idea of which direction to go, a research was made about current market consumer trends, Google’s product portfolio and potential target audience as well as shaving areas. From this, the team found some interesting consumer trends for the final concept (see appendix for full description of each trends). These include:

Methodologies Air Design carefully analyzed the gathered data from the interviews and field observations.

• • • • • • • • • •

Self Improvement Product connected to product Product connected to Internet User responsibility shifted towards products Using data more than it is currently Ultra precise geo-location Data sharing Tech to help the user Internet of family things Smart objects putting the consumer needs first

The group clustered the interviewees‘ answers according to the content. This allowed to compare the results and discover similarities. Out of these, the group drew insights. The great number of insights were reduced by selecting the ones that fit to the content of the researched trends, that fit to the company Google and that interested the team most. The shaving routine was observed directly in the field, using the method “Fly on the wall”. The observer filled out a field note template and filmed the process. These videos were watched and discussed within the whole team. Through figuring out a flowchart, the team got additional insights.

Insights from trend analysis Analyzing trends showed that interconnection is omnipresent in order to grasp information. The enormous need for information is based on perfectionism. The trends show that the human becomes a customer who expects that products, services, the surrounding and even the own body is absolutely integrated in the individual lifestyle and has to obey to the customer needs. Everything must fuse to an overall customer experience.

Picture 1 - 3: Impressions of the analysis

13 Insights The most important insights of Air Design‘s ethnographic research are displayed on this page. The full list of insights can be found in the appendix.

» I‘d love to have a full beard, but that‘s impossible because I simply don‘t have a full beard growth. «

»I don‘t want to spent too much time with sha-

»I would love to shave in the shower

ving. It‘s like teeth brushing! «

but it doesn’t work since I don’t have a mirror there.«

» Whenever I am travelling, I either packed the wrong shaver - or its batteries are empty. «

» Technology is what will change us in the future. I just ordered a new gadget, which I saw at my friend‘s place. «

» I hate to find old hair in my shaver - that‘s disgusting. «

» My girlfriend doesn‘t like that I shave off all my hair for business however I have to do it. «

Picture 4 - 6: Research participants

14 Ideation Creative Problem Solving Methods Ideation After extensive research and analysis, the group decided to integrate external inputs in the start of the creation phase. A “Creative Problem Solving” session - further referred as CPO - was planned. The session included six participants out of four different creative disciplines which were divided into two groups. After a short warm-up, the groups competed against each other in trying to come up with as many shaving solutions as possible. These ideas evolved from a card game that included a pile of cards with Google characteristics and a pile with current trends. By linking one trend with a persona, the group was able to create a story. For a second round, the group received an insight card which they had to link to the story by drawing as many products as possible. After this competitive diverging phase, each group had the chance to work on one final solution. In the end, both teams presented their final idea. The output of the CPO Session was a board full of ideas. Afterwards, the Air Design members went through the same session. Thereby, it was ensured that every idea was taken into consideration and the team had the opportunity to build on the already existing ideas. Diverging was the operative word once again. Through a collective effort, the ideas of the CPO session, the insights of the analysis phase and ideas that were collected by the team along the whole project, were clustered according to similarities. Afterwards, the team “put on their Google Glasses“ to examine the findings with Google eyes - meaning keeping in mind Google‘s core character. The clusters were compared with researched trends and Google itself. Six conceptual ideas were found: • a talking shaver • a 3D printing shaver • upgradia in a shaver • a full automatic shaver • an intelligent shaver • a lifestyle shaver

Picture 7: Participants of the CPO Session

The next step was to create a list of content specifications. These were based on the Google analysis, the trend research, the user needs as well as the OEM manufacturer‘s presets. The concept ideas were split among the team members to create drawings and descriptions of shaving solutions based on these specifications. After presenting the single shaving solutions within the team, the team evaluated these and chose three solutions that fulfilled the specifications the most: • the 3D printing shaver – printing hair • the lifestyle shaver – trying out styles based on user’s look • the intelligent shaver – collecting smart data about the body With these three solutions, the team started into the concept phase.

15 Ideation Concept Development Content of Concepts Each team member chose one out of three concepts for further development. Thereby, each team member made drawings, a storyboard, a moodboard and wrote down the concept advantages for the company Google, for the OEM manufacturer and for the user. The results were presented within the team. Thereby, the concept of the “3D Printing Shave” and the “Lifestyle shaver” were very similar in their approach. The team decided to merge these into one concept and to include the “Full Automatic Shaver” from ideation phase into the concept phase by defining the final three concepts as: Concept 1 - G+ Shaver Concept 2 - Google 3D Shave Concept 3 - Google Flex Tablet Shaver These three concepts are explained on the three following pages.

Concept 1 – G+ Shaver The G+ Shaver is a high technology shaver that collects smart information about the user’s health while shaving. It analyzes the amount of iron, vitamins and trace elements of the shaved off hair. By sending a soft electric impulse, the user can measure the fat and water distribution of the body tissue. When the shaver shaves close to the throat, the heartbeat gets recorded. The moisture of the skin is recorded as well. After shaving, all information is summarized and analyzed in an app on the smart phone which the user can download. Google combines these information with helpful links which the user can consult for advice.

Concept 2 â&#x20AC;&#x201C; Google Flex Tablet Shaver The Google Flex Tablet Shaver is a true innovation that combines tablet and shaver in one gadget. The user simply takes the Flex Tablet, bends it slightly and holds it up to his face. Now, the tablet scans the face. After scanning, the biometric picture of the user is shown on the tablet. The software subdivides the face into categories that acquire shaving. These subcategories can be defined exactly by how much hair should be cut off. After saving data, the Flex Tablet is bend again, placed in front of the face and the laser function will start to shave off the hair not needed.

Concept 3 – Google 3D Shave The Google 3D Shave is combined with an app called gLook where users can search for shaving styles and try the ones they like. A biometric picture has to be inserted and different styles can be placed on one’s own face by either drawing a beard on the tablet or by searching in the internet for the right beard style. One can also use the “I’m feeling lucky” button to project a random style on one’s face to gain inspiration. The chosen style can be sent to the shaver and the shaver either shaves off all hair not needed for the style or it prints hair if needed to achieve the wanted look. With the Google 3D Shave, all limitations are gone. A new beard style can be chosen for each day.

The product must be innovative.

The product must uncover something new either for Google or the user.

The product should represent the future happening now.

The product should make difficult things seem simple.

The G+ Shave scores higher than the Flex Tablet by meeting 12 out of 17 criteria. All must-criteria are fulfilled. However, on closer examination the team decided that the concept rather represents companies like Nike and Philips that focus on health conscious and lifestyle products. Google does not serve this segment. The Google Contact Lens is the only health product but this product is not even on the market since it still needs scientists to develop it.

The product should destroy any limitations.

The product should use the data Google already has.

The product should actively involve the user.

Trends 8

The product must meet current trends.

The product must collect smart data (from the user or using online sources).

The 3D Shave fulfills 14 criteria and all must criteria. It is a true innovation that satisfies user needs like non product did before. It shaves and prints hair to make each style available for the user. The concept reflects Google‘s curious character by providing the user with new information daily. The user simply has to select the “I‘m feeling lucky button”. Moreover, it actively involves the user by choosing the option to draw a beard – thereby, reflecting Google‘s playful character.

The product should share the collected data.

The product should be connected to the Internet.

The product should give the user data on himself for self improvement.

The product should be interconnected to other (smart) products in the house. X

Mass manufacturing must be possible

The choice for the final concept was obvious since the 3D Shave meets the character of Google, meets the researched trends and fulfills customer needs found in ethnographic research.

Product must be able to be manufactured by OEM

The result showed that the “Google 3D Shaver” fulfilled the most criteria and reflected the Google character the best.

3D SHaver

Explorer personality of Google

The Flex Tablet fulfills 10 out of 17 specifications only. The technology is highly innovative but the outcome does not provide the user with any new information - a must criteria in the specification list. Several should-criteria - like the usage of Google‘s information pool - are also not given.

G+ Shave

The specifications on the right side of the page were set in the very beginning of the creation phase. They are based on the research insights. Air Design did evaluate the three concepts according to the specifications.

FLEX TABLET

Ideation Concept Evaluation

X X

OEM

User Needs 16

The product should help the user to reach his desired shaving style.

The product should help people achieving their shave without a mirror.

X 10

19 Concept Final Concept: The Google 3D Shave

Hi there!

I am Pascal. As I really like technology, I use some gadgets to ease my daily life. My newest one is my GOOGLE 3D SHAVE. It helps me to create each and every look I want - really each look! In the past, I wanted to try out different style but couldn’t since I don’t have a full beard growth. This frustrating time is now gone.

2 With the Google 3D Shave, I simply open the GLook application on my smartphone. There, I can either draw a beard exactly how I want or search Google for a specific style. If I want to wear the George Clooney style, I simply choose an image of him. If I cannot make up my mind, I press the “I’m feeling lucky” button which selects a random style for me.

3 The chosen beard is projected on my selfie, which I took when I first used the Google 3D Shave. The GLook app sends the selected style to the shaver. First of all, I shave off all my natural hair. Afterwards, I take off the shaving head and put the printing head on my shaver. Now, I only have to turn on my shaver and it starts to print the hair in the exact position onto my face to achieve the wanted look. Now, I have a grand beard!

Done with shaving and printing! I have to hurry since I am going to the pub with my friends. Tomorrow, I’ll change to a clean shave again to meet a client. That’s the amazing thing: With the Google shaver, there are no limitations anymore. I can

do what ever I like, whenever I like.

20 Concept Technical Aspects The Google 3D Shave is a gadget that can shave and print hair. Each function needs a separate head for either printing or shaving. These heads are easy interchangeable. Choosing the shaving option, the common foil shaving system is used. Choosing the printing option, a melt spinning process – found in textile industry – is used since artificial hair is made out of nylon. The shaver contains two interchangeable cartridges: One with nylon and one with glue. The empty cartridge with nylon can be replaced through an opening on the backside of the shaver. The empty cartridge with glue can be replaced by taking off the printing head and placing it inside the head. A protuding edge on the printing head is the opening of the glue. By putting pressure onto the edge – meaning by moving the printing head onto the skin - the edge is slightly pressed down to allow enough glue to flow onto the skin. A roller applies hair onto the user’s face after the glue has been applied. This requires a semicircular movement of the printing head: First, the protuting edge of the glue opening has to touch the skin and afterwards the roller. The body of the shaver contains all components needed for the melt spinning process: First, nylon is melted at 150 degrees in an interchangeable cartridge. A pump moves the liquid to the spinnerets. The spin mass is pressed through these spinnerets to form filaments. The hot filaments are cooled down by a stream of cold air for solidification. The needed and used air for cooling the filaments passes through openings inside and outside the shaver to avoid overheating. Afterwards, filaments are stretched to four times of their original length to achieve the delicate look and fineness of natural hair and to gain final stabilization by orientating the vertical and horizontal molecular chains. A roller transports the artificial hair outside the shaver. A laser inside the shaver cuts the endless hair off as soon as the needed length of hair left the shaver. By pressing the roller onto the skin, the artificial hair is

placed onto the previously applied glue. There are several options for placing the heating: One option is to build a heating spiral directly into the nylon cartridge. Since both – nylon and the heating spiral – have to be replaced several times during the lifetime of a shaver - because of being empty or because of wear - it makes sense to make these components easily interchangeable. The second option is to use a heating system outside the cartridge which causes more components inside the shaver and probably adds additional width to the shaver. The different technologies are already used in industry. The difficulty for our client is to make the process precise and to combine both technologies - the commonly used melt spin process for spinning nylon filaments and the foil shaving system - in one small gadget. The team is aware that this combination requires time for development and testing. The hair can be taken off by using conventional oil since ethyl cyanoacrylate (ECA) is a key component of the glue. The fake eyelash glue was the main inspiration for the choice of glue since it lasts more than two weeks.

21 Concept The Use of the Google 3D Shave A day in the life of Pascal with the Google 3D shave The alarm clock is ringing. Pascal checks what time it is already 6:30am. He quickly turns off the alarm clock, gets up and has some water to wet his dry mouth. Sleepy he walks to the bathroom, takes his Google 3D Shave from the charging plate, attaches the printing head and starts printing his beard style. As always, he starts right under the left cheekbone and then slowly moves towards the left side of his face. While the printer is doing its job, Pascal tries to remember what he dreamt last night but cannot recall. The Google 3D Shaver knows where to print the hair that’s why Pascal does not need to concentrate on printing the beard. After a quick look in the mirror, Pascal puts the Google 3D Shave away and takes a shower. Now, he feels awake. Pascal puts on his clothes he selected yesterday, brushes his teeth and kisses his still sleeping girlfriend Christina goodbye. He hurries out of the house towards the subway station. He stops at a Starbucks to get a coffee. Pascal gets nervous while waiting in the line. “Can’t they do this a bit faster?“ He has to catch the next subway! Finally he gets his strong, black coffee. He closes his eyes and enjoys the wonderful smell. The subway arrives. Pascal tries to enter the crowded carriage. “It’s only for 10 minutes”, he tries to calm himself down. Finally, the subway arrives. Pascal steps out and heads toward the office building. Each and every morning – since nearly two years – Pascal is excited that he has the possibility to work here at Interbrand. That has always been his life‘s dream. How great that it became true! Sitting at his desk, he starts to work. He appreciates when his colleagues slowly arrive. When the last ones arrive at work, Pascal takes a coffee break. He has a chat with some of his colleagues about work, girls, wives and kids. Not that HE wants to have kids right now. No. But as he is one of the youngest of his team, he hears a lot about the babies.

For lunch, they all go to the restaurant next street. It offers good food for a reasonable price. As always, Pascal takes the „Lunch Special“. Time passes by: Taking phone calls, writing emails and having meetings. At five pm, Pascal shuts down his computer and leaves the office. He walks to the gym where he can burn off energy. He does not chat with other people, no. He is here to train not to talk. After an intense training, he grabs his bag, buys a protein shake and leaves for the subway. During the ride, he starts to relax and drinks the shake. When Pascal arrives home, he quickly says hello to Christina - his girlfriend - and enters the bathroom. He takes a look at his beard and decides that tomorrow he wants to wear something different. Pascal takes the Google 3D Shave, puts the shaving head on and shaves off everything using the special shaving foam. He cleans the shaver and restores it. Then, he stands in the shower and rinses the sweat away. To protect his skin, Pascal does not use soap. He jumps into his comfortable clothes and goes straight to the kitchen. His girlfriend already set the table. She bought some healthy fast food: fresh salad with chicken. Afterwards, the couple sit on the sofa. They draw Pascals beard style for tomorrow. Christina wants him to try out a fancy moustache, but Pascal hesitates. “Won’t I look ludicrous?“ As always, Christina manges to persuade him. She likes if Pascal tries out different things. They watch 2 episodes of GRIMM and then go to bed. Pascal being ready to print his new beard style early in the morning before heading to work and restarting the daily routine.

22 Concept Google 3D Shave Experience Communication

Usage

Brand Communication • All information is available online

Service/Repair • Google Play Support (In case of defect: Google sends either new or repaired device to customer; no replacement product provided for waiting time) • Warranty (depending on law legislation in each country)

Product Communication: • The Google 3D Shave shaver makes difficult things seem easy. • The product uses Google’s web search engine and therefore makes the world’s information available for the user. • The design reminds in its shape, its look and its colors on Google. Advertisment • Viral marketing -- satisfied customer create word of mouth -- marketing buzz • Launch event for the Google 3D Shave Web / Digital • Videos about products • Website provides necessary information

Upgrade • The app GLook is regularly updated Usage • Google 3D Shave can either be used as a normal shaver by using the shaving head or it can be used as a hair printer by switching to the printing head • The hair is directly printed onto skin

360° Experiene

Installation • Manual sent with shaver • Manual also online available at www.support.google.com • Downloading app from App Store (iOS) or Google Play Store or Windows Phone Store • Installation of shaver has to be done by user

Purchase Content of 1 Packaging • 1 body of the shaver • 1 3D printing head • 1 shaving head • 1 charger • 1 nylon cartridge • 1 glue cartridge

Shop • Purchase over The Google Play online web store in category “Devices” • Amazon as an additional sales channel • Google could increase the number of sales channels if desired • Google account mandatory • Standard payment methods (Google Wallet, Credit& Debit cards)

Transport • Post shipping (with priority option) • International roll out (starting in the USA)

Material • Nylon and cartridges sold through the two online sales channels • POS material -- packaging (getting started guide included)

23 Design Development Approach and Methodologies 1. Set Design specifications according to design analysis of Google

(see bottom of page)

2. Create moodboard based on design specifications (see appendix) 3. Search for different basic forms 4. Sketch different design directions of the shaver 5. Choose three designs for further development (after evaluating them against the specifications) 6. Build clay models of the three designs (after a second evaluation) 7. Build clay model of final shape to test ergonomics and proportions 8. Sketch different perspectives of final design 9. Build a detailed model out of Styrofoam 10. Sketch detail design (button position, lights, logo, etc.) 11. Design charger The visualisations of this process can be found on page 24. Product Language Specifications 1

The product must be extremely self explanatory

The product must be heavily “reduced”.

The product should range more towards “fun” looking.

The product must be very “integral” of all its features.

The product can vary between having a dark or light scheme.

The product should be very monochrome.

The product should not be in extreme ranges of curved or straight.

The product should be inbetween “matt” and “shiny”.

The product must be ergonomic to hold.

Picture 8: Air Design during desing development

24 Step 3: Form finding

Step 7: Clay model of chosen design

Step 4: Design direction

Step 9: Styrofoam model

Step 6: Clay models

head 1

head 2

Step 8: Refinement of chosen design

25 Step 10: Detail design

Design Development Evaluation The team decided for the final shaver design and charging solution with integrated storage space for the two shaving heads. After making detailed sketches, the members built a Styrofoam model. When the team presented the results to externals, questions arised about the design. The shaver’s look was far too conventional and did not reflect the futuristic technology. Moreover, the shaver and charging solution were built with the focus on easy storage - based on observation in the ethnographic research. It is correct to choose measurements and proportions to make storage possible. However, users may not want to hide a 600 CHF expensive shaver in a bathroom cabinet. Therefore, the design solution should also provide the opportunity to proudly present the gadget.

Step 11: Sketches for charging device

The team rethought the design solution. Their intention had been to create a simple, rather conventional look to match Google’s tangible product portfolio. However, most tangible products are not even designed by Google but by there partners. Only a handful of products seem entirely made by Google which share a rather simple, conventional design. The homepage of the Google search engine had been a second source of inspiration: Simple by giving no evidence for the complicated technology behind the product. One product, the Google Glasses, provids a futuristic and still simple look – an evidence that Google design does not have to look like ‘mainstream’ and still can keep its main characteristic of looking simple. The team created a new moodboard that focused on design language and not on existing shavers as in the first moodboard. With a clear vision in mind, the team started to build a new Styrofoam model, discussed the model, made small changes and drew a detailed sketch showing different perspectives of the shaver and the charging solution. A final detailed model was built. The shaver’s proportions and measurements still offer the possibility to place it in a cupboard but especially give opportunity to place it somewhere to be seen. The heavily reduced and unconventional design provides evidence of its futuristic technology and the sophisticated look is pleasing to the eye of the owner. The Styrofoam model proved that ergonomics is given even when the shape differs from traditional shavers.

26 Design Development Final Design Shaver

27 Design Development Final Design Charger

Design Development Final Model

Picture 9 -10: Final model of the shaver

28 Design Development Final Design App The final app design consists of numerous pages that allow the user to interact with the Google 3D Shave product. Without the app, the user cannot use his shaver. It is an interactive tool letting the user set up an account that eventually guides the shaver. The user must set up an account, calibrating it with his face, so the shaver knows where to print for later use. Within the app, the user has four main options; he can either “Print Now”, “Explore Different Styles”, “Purchase more printing material” or “Edit an already existing Account”. The “Print Now” section allows the user to select a pre-saved style or create one on the spot and start with the printing straight away. Within the “Explore Different Styles”, a user can research different styles for later use. Within the “Purchase” section, the user gains direct access to the Google Play website where he can buy more adhesive and printing material. Within the “Account” area, the user can retake a selfie, re-calibrate his face or edit any other personal information. The app is extremely user-friendly and guides the user through the process with ease. With a very open and minimalistic style, it does not just replicate the style of Google; however, it helps to advance the user‘s interface.

29 Design Development Packaging Concept Air Design created specifications for the packaging of the Google 3D Shave. Possible solutions can be seen on the right side of this page. These ideas are suggestions that need further development. Air Desing would love to continue their partnership with their OEM client to work on a final packaging concept. The crucial specifications are listed here:

Specifications Packaging 1

The Google font must be used.

The packaging must include a short guide â&#x20AC;&#x17E;Getting Startedâ&#x20AC;&#x153;

The packaging must include a instruction manual.

The color white should be dominant.

A second color should be used (Google color).

The packaging should have several layers to create an unboxing experience.

The Google logo should be placed rather discret.

The used material should either be coated cardboard or matt plastic.

The packaging should be boxy.

10 The packaging should use a variety of different material.

30 Lessons Learned Air Design NPD-Process To start off, we looked at creating a project plan and timeline. Once setting out to complete these tasks, we were faced with our first difficulty, as we have not had an accurate hypothesis of how long each task would take. Questions arose such as: How do we know how much time to spend per task? Which tasks have to be fulfilled? Which methods shall we choose? As there were countless of different methodologies available, it made it difficult to select the most appropriate one. In the project plan, tasks were defined too vague or forgotten to include. The group had to update its project plan and timeline several times. Especially towards the end, our inexperience caused the need to plan weekly instead of following our tasks set in the timeline. We were able to catch up the steps needed for ideation and creation phase but it was a “learning by doing” process. A true challenge was to plan the creation phase. The two main problems were unleashing our creative ability, whilst the other was having no expertise in the actual development of a product (model making and sketching). The creativity issue was solved by using design-thinking methods and by initiating a workshop. We invited people from different professional backgrounds to work with us. Whereas the issue of having the capable skills were solved through testing and failing, trying out new methods, seeing if they work and if not learning from mistakes. Another on-going issue was the question of quality management. Long discussions arose several times. Sometimes, the group had to stop the discussion to move on in order to prevent a time loss. The group had to learn how to deal with three different opinions from the three different lecturers. It came down to simple questions such as: “Does this meet our goal expectati-

on?” and “Can it be integrated in what we have so far?” or “Do we agree?” If a suggestion of a lecturer was not taken in account, the team made sure of having a valid reason in order to argue the decision. Trusting own decisions was also important in order to create vivid discussions that the team tried to encourage according to their defined team culture. This helped to come to radical decisions such as restarting with the whole product design after it was nearly finished. On this point, the group experienced the famous iteration in design process in reality - of course, such decisions hurt. Nevertheless, the group was motivated to go back a step and rework the design because everyone could see that there was a mistake. In fact, this set-back was the source of motivation for finalizing the project. The team wanted to achieve an ideal solution in order to achieve a result each can be proud of.

31 Appendix Appendix A

Project Assignment

Project Timeline 32 Team Charter 33

Description of the NPD Process at Air Design 34

Peer Review 35

Appendix B

Research & Analysis

Google Search Enginge Product Autopsy

Google Products: Design Language Analysis

Female Shaving Market - An Overview

Shaving Devices: Design Language Analysis

Ethnographic Research: Questionnaire Interview 41 Ethnographic Research: List of Insights

Ethnographic Research: Observation Flowchart 42 Trend Research 44

Appendix C

Ideation

Plan of the Creative Problem Solving Session

Appendix D

Concept

Final Concept Overview 47 Offenbach Model 48

Appendix E

Design Development

Sketches 49 Poster 53

Appendix F

List of References

32 Appendix A Timeline DN Week Week

Date STATUS

TASK

Resp.

Deadline

Planning

done

Team charta

SvB

done

Logo Design

done

Project Planning

done

Design Brief Introduction

SvB

done

About the Agency

done

About Google / OEM

SvB

done

Goals

SvB

done

Timeline

done

Process of working

done

Trend summery

done

Budgeting / Offer

done

Assemble different parts

20.10.14

done

Review& Editing

23.10.14

Research

SvB

done

Research plan

SvB

20.10.14

done

Brand research (GOOGLE) Organziational Domain

SvB

27.10.14

done

Positioning

27.10.14

done

Vision, Strategy

27.10.14

SvB, FB

27.10.14

10.11.14 10.11.14

done

Market Research (regarding Shaving: Women/ Men) Leader, Solutions, Technology

done

Trend Research

SvB

done

Ethnographic Research

ALL

Analyzing

SvB

October

November

December

January

December

January

Hand%In'Project'Assignment'

10.11.

done

October

Planning

done

September October

Mid%Term' Discussion'

Research'Phase'Completed'

07.11.14

SvB

25.11.

Analysis of GOOGLE - Research done

Archetyp

SvB

10.11.14

done

Persona (User)

SvB

10.11.14

done

Target Group

SvB

10.11.14

done

Design Autopsy of Search Engine SVB Technical Autopsy of Search LB Engine

done done done

Design Language

Competitor

Analysis Ethnographic Research done done done done done

Observation

Interview

SvB

Analysis Market Shaving Design Language Identifying Insights

FB FB ALL

done

Google Analysis

done

Ethnographic Research

SvB

Shaving Market

Trend Research

SvB

done done done

Setting Specification

ALL

Creation

Analyzing'Phase'Completed'

FB 5.12

Ideation done

Brainstorming in Workshop

ALL

done

Brainstorming in Team

ALL

done

Moodboards

ALL

done

Making first drafts of Concepts

ALL

Idea;on' Phase'' Completed'

8.12.

Concept done

Developing 3 concepts

done

Developing mock ups for concepts

done

Evaluating Concepts

ALL ALL ALL

done

Testing of Prototyping

done

Evaluating based on specification ALL

done

Decision on One Concept

Evalua;on''Phase'Completed' Final'Concept'Presenta;on' '

ALL

Finalization open

Finalize chosen Concept in detail

ALL

open

Rework Protoype in Detail

SvB

Closing

done done

Executive Summary

SvB

done

Assembly

done

Proof Reading & Reviewing

Svb, FB

done

Presentation

done

Preparation

ALL

open

Rehearsal

ALL

open

16.12. LB

Finalize Written Documents

Hand In & Final Presentation

14.01.15

HAND'IN'ILIAS'' '

Presenta;on' '

33 Appendix A Team Charter Project Name: Air Design for Google shaver Team members: Fabian Bolhalder Livia Bühlmann Susann von Bornstädt Purpose The overall purpose of Air Design is to create the most innovative, future oriented design solution to help companies becoming pioneers in their specific market. Thereby, we push our boundaries to satisfy the needs of tomorrow. Creative conflicts are as important as establishing a united workforce in order to achieve services and products outside the box. We build the future together with our partners! Our target group We create innovate and future-oriented design concepts for national (Switzerland) and international companies from all industry branches. Having experts with different professional backgrounds is essential to deliver open-minded and outstanding solutions for products and services. We never restrict ourselves to only one industry branch. As long as there is a challenge, we are interested in the project! Core Values for Success Creative Working Atmosphere We need structure as same as creative chaos to free our mind. Flexible workplaces and brainstorming sessions will help us to speed our creative process. Clear responsibilities and roles will help to shorten the decision-making process efficiently and to meet deadlines. Being Respectful We will never judge ideas during brainstorming sessions.

Different opinions and criticism are requested but must be introduced in a respectful and constructive manner. Being positive High challenges shall be regarded in a proactive manner. All team members are asked to try their best before shifting additional tasks to colleagues. Being Honest Addressing issues, especially time issues as early as possible! Working policy Focus “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” (Albert Einstein) Means, we especially focus on problem generation and analyzing to create the best result. Expectations All group members are expected to finish tasks within deadlines, to be on time for meetings and to be within reach via mail or phone. Communication The main communication flow will be per Whats App and Facebook. Urgent task needs to be addressed per phone or per person. Meetings There will be a regular meeting every Monday. Additional meetings have to be announced ahead of time. In case that one team member cannot attend the meeting, the group has to be informed as early as possible. Signature of team members Fabian Bollhalder Livia Bühlmann Susann von Bornstädt

34 Appendix A Description of the NPD Process at Air Design Air Design‘s project with the OEM manufacturer of hair removable products went through three main stages. The three main stages consisted of Planning, Research and Creation. Planning of the project is a vital aspect when pre-assessing its success rate. The planning phase consists of creating time plans, setting out specific roles, scoping the projects and its deliverables, etc. Not only does this phase give the project its ground works, it also insures that the problem being solved is identified. Moreover, planning makes sure that the project is heading in the correct direction and it ensures that all stakeholders understand the assignment. The research phase consisted of three functions: creating the research plan, conducting the research and analyzing it. Creating the research plan is the first step as this looks at what must be discovered and how one can best acquire the knowledge. Air Design has a number of different methods of both secondary and primary research to acquire both qualitative and quantitative information. Information about Google, the shaving industry and the target market were all acquired and analyzed dependent on the tools Air Design used (such as the brand archetype). Data such as the ethnographic results had gone through a number of “filter down” process to obtain the most relevant insights. After the research had been collected and analyzed to see where the possibilities and solutions laid, Air Design went further to the creation phase. Within the creation phase a creative problem solving activity was designed to help spark radical innovative ideas. This CPO session was carried out with a number of people from different design departments. The CPO session helped to discover a large number of radical solutions about the problem based on insights found in the research phase. The findings had to go through another “filter down process” which led Air Design to their three concept ideas. These were evaluated based on specifications that were created within the research phase. The winning solution was further developed. There were a number of standarzied processes Air Design had throughout the project. Some examples of this include the Dropbox system. Air Design‘s project members all had access to the same Dropbox file where everything was saved. This allowed every user to have acess to any of the files at any point. Another standarized process was the meeting notes that were created. During a meeting someone would take notes on everything that was discussed and must be done afterwards.

35 Appendix A Peer Review Fabian Jason Bollhalder: I had the great pleasure to work with both Susann and Livia, and I’m not just writing that as a standard opening line to a paragraph. Susann and Livia both show extremely strong skills in areas that are needed to be a successful Design Manager and successful at the DMI course. What I found best about Susann was the diversity of skill sets that she was able to display. She not only had excellent written English skills, yet also had sketching and acting skills. All these different skill sets allowed for Susann’s input in a variety of areas of the project. Susann is also always extremely keen on learning new skills that she doesn’t currently have. This is extremely important when it comes to team work as sometimes there are no members in the team that own a specific needed skill. Working with Livia on a large project for the second time was even more satisfying. Livia has excellent project management skills in both setting up of a project and controlling throughout. Livia is constantly checking the time, the quality of work and what can be improved. She questions what is needed to be questioned until the group achieves a high quality of work. Livia also shows extreme strengths in the graphic design department, being extremely competent with all the adobe software’s. Susann von Bornstädt: I got to know two outstanding personalities: Livia and Fabian. Having them in the team was extremely valuable since both are very gifted and have a diverse skill set. Each of their skills added on the team’s whole success. Fabian is very passionate. When he is on fire, nothing can stop him. Even when we had to restart the shaver’s design, it took him less than a minute to fresh up his mind and start from all over again. His passion was also extremely helpful to find innovative solutions. A standard solution does not satisfy Fabian. He

is questioning, searching and trying until he receives an excellent result. He also proved to be very precise about quality when he motivated the team to revise the documentation in its content and structure again. Thereby, he volunteered for many tasks. It was absolutely inspiring to work with him. Livia is a true organizational talent. She always kept the overview about the project. This skill will definitely help her in future management projects. Moreover, the first mentioning of hair removal came from her by mentioning a concept idea to shave and reuse the hair again. Everyone was surprised and said it is “gross”. Then, Fabian added the 3D printing idea and the topic became relevant. Therefore, she lay the base for our idea. Moreover, she is very objective and stated valuable arguments that were needed to move on with the project. I admire her for her rational thinking skills. With all her management skills, she gave the team the security to achieve milestones and goals in time. Livia Rahel Bühlmann: During this project, I had the chance to experience working with both Susann and Fabian - two very different personalities. Both of them convinced with their diverse skills. All skills combined gave Air Design the ability to perform to its full potential. The team was my motivational source and I would honestly love to work in this group again. Susann works very accurate and persistent. This feature was highly valuable to the team. Besides being patient, Susann also takes on jobs which she had never done before. I have the feeling that there is apparently no challenge she would not manage to complete. It was very impressive to experience Susann‘s work habits. While doing the project, I can not recall her being unmotivated even for a minute. Fabian boosts the teams motivation and imagination. I appreciated his honest opinion about our ideas, about the way we work and the work we have done. Having previously worked with Fabian on a big project, I can confirm his development over the last year. What struck me especially was how patient Fabian worked on tasks. Even when something needed that bit of extra work, Fabian was up to it. He wants to go for the best.

Appendix B Product Autopsy

36 Books

News

Apps

Images

Videos

Shopping

Google-Doodles are opened by clicking “I‘m Feeling Lucky“ • list of special occasions for actual day are listed for all countries • list of special occasions of the past are shown one can check out games, toys, videos, days in history, other special occasions • doodle logo is sometimes created by winners of competition

Maps

Web

Doodle

Signing in

Chrome

• total focus on Google logo without any disturbing

amount of colors used on the home site of Google

colors or advertisments

Small changes in layout according to country • name of country is mentioned next to Google logo • special dates are for each country individually visualized e.g. Canada Rememberance Day, 11th November • official languages of country are listed to choose from

Advertising

About

Business

Privacy & Terms

Settings

37 Technical Aspects Product Autopsy Google was the first search engine that did not providing search results according to how often the search term is mentioned on a website. As Google is the most used search engine worldwide, everyone wants to find out how Google actually rates the search. As far as it is known, Google rates each website based on the following criteria: â&#x20AC;&#x153;PageRankâ&#x20AC;? This algorithm evaluates how many other websites link to the one being rated. Not only the amount of links counts but also the relevance of the link. HTML-structure Google values simple websites which have a correct HTML structure. Meta Tag Title Meta Tags are used as an important indicator. The description tags however are probably not used during the rating process but are also displayed to the user as soon as the results appear. Content As any other search engine, Google compares how often the search term appears on the website and in which form.

Appendix B Google Products: Design Language Analysis Self-explanatory

Complicated

Reduced

Rich

Serious

Fun

Integral

Additive

Dark colors

Light colors

Monochrome

Polychrome

Curved

Straight

Matt

Shiny

Key Chromebook Pixel Google Glass Chromecast Google.com Chrome/Website

This rating process is based on data in the Google index. Googles Spider (a software programmed mostly in the language C & C++) is constantly browsing the internet with the goal to collect as much data as possible. The found data is then saved to servers all over the world. This servers are connected to each other and as soon as somebody enters a search term, the rating process uses the data and recognizes the search hits. This is a very fast process which takes only milliseconds.

Chromebook Pixel

Google.com

Google Glass

Chromecast

Chrome/Website

38 Appendix B Female Shaving Market Different ways to remove hair Tweezing How it works: You pull out individual hairs by the root with tweezers. Best for: Small areas of the face How long it lasts: 3-8 weeks Tips: Clean tweezers with rubbing alcohol before and after each use to lower your chance of infection. Possible side effects: If the hair breaks off, it could grow back under the skin, causing an ingrown hair. Shaving How it works: Using a razor or electric shaver, you cut the hair very close to the skin. „There‘s a popular myth that shaving causes hair to grow back coarser,“ says dermatologist David Pariser, MD. „But that‘s not true. An unshaved hair has a tip that is tapered and soft. When you shave it, you shave off the soft tip, so it feels coarser.“ Tips: If you use disposable razors or blades, wet your skin and use soap or shaving cream. Shave in the direction the hair grows. Replace your razor often -- you can cut yourself with a dull one. Best for: It works anywhere. How long it lasts: 1-3 days Possible side effects: Ingrown hairs, especially in the bikini area Waxing How it works: A cosmetologist spreads sticky wax on your skin, then covers it with cloth strips. When the wax dries, the strips are quickly pulled off, taking the hair with them. Some types of wax can be pulled off without cloth strips. Best for: Anywhere on the body, including the face, underarms, legs, and bikini area How long it lasts: 3-6 weeks Possible side effects: Redness and bumps. You could also get an infection around the hair follicles. The more often you wax,

the less likely you are to have an infection. Tips: Hair has to be at least 1/4 inch long for the wax to grab it. So let your hair grow for a few weeks before waxing. Laser/Pulsed Light How it works: A technician destroys the roots with strong beams of light. „Laser hair removal really is the most effective way to have long-term hair reduction,“ says dermatologist Cameron Rokhsar, MD. „It‘s as permanent as it gets.“ Best for: Laser and IPL (intense pulsed light) work anywhere on the body. It‘s best for women with dark hair and light skin. It won‘t work on white hair and doesn‘t work well on blond hair either. How long it lasts: It may take between 6-12 treatments to see results. You may need to go back every 6-12 months for a touchup. Possible side effects: Swelling or redness. Because there‘s also a chance of burning and scarring, it‘s best to have laser treatments where there‘s a doctor on staff, Pariser says. Electrolysis How it works: A trained expert places a tiny needle inside each hair follicle to destroy the root with an electric current. Best for: Because it takes a long time, it‘s best for small areas like the upper lip or chin. Women with white or blond hair who can‘t get laser or IPL may see results from electrolysis. How long it lasts: You‘ll likely need treatments every 1-2 weeks until the hair is mostly gone. Possible side effects: Redness, swelling, and scarring Over-the-counter creams How it works: Depilatory creams or lotions dissolve proteins that make up hair. Best for: Legs, underarms, and bikini area. There are special formulas for the face, but they sometimes don‘t work well on coarse hair. How long it lasts: A couple of days to a couple of weeks. Possible side effects: „They work by dissolving the hairs,“ Pariser says. „But they also can dissolve the skin if left on too long or [if] your skin is too sensitive.“ To avoid problems, follow directions carefully. Prescription creams How it works: Vaniqa is a cream you rub on every day. It doesn‘t remove hairs, but it slows down how fast they grow and makes them come in finer and softer. Best for: It‘s often used together with laser or shaving, Rokhsar says. „It gives you a little more time in between treatments.“

Hormones How it works: Sometimes menopause or conditions like polycystic ovary syndrome can cause extra hair growth. In those cases, your doctor might suggest a medicine like birth control pills to lower the amount of hormones that are linked to hair growth. (Web MD, 2014)

• • • • • •

tridges are a fast gaining ground Laser hair removal treatment Electric shavers Usage of the conventional straight razor Internet marketing fuels market competition Environmental considerations/rhreats Packaging waste regulations

(Wood, 2013)

Current Market: • Women‘s grooming: increasing demand for female shaving products • New product innovations and launches fuel growth in developed markets • Emerging countries: Key growth markets for market leaders • Increasing dependence on retail stores • Expanding global presence: A key strategy for sustaining business • Penetration strategy of market leaders • Competitive scenario in the global shavers market • Gillette: The undisputed market leader worldwide --> Consumer loyalty and advertising sustain leadership for Gillette --> Gillette follows cannibalization strategy to Remain at the Top --> P&G‘s Venus razors dominate the women‘s category Trends: • Traditional wet shaving makes a comeback • From ‚Indulgence‘ to ‚Homedulgence‘ • Razors gravitating towards premium products • Manufacturers make efforts to adopt PVC-free products • Usage of non-disposable safety razors with disposable metal blades • Greener alternatives to disposable plastic razors and car

Insights: • Women and men judge women if they shave or not • Women are not shaving that frequently in winter or when spots can be hidden • Except torture and except investing time • Good result is more important than money or time • Many women decide to buy a men’s razor since they believe that men’s razors are better than women’s razors • Permanent hair removal is too expensive for average women -> Focuses rahter on shaving, depilatories, and waxing • Reasons to prefer shaving: • painless, no use of harsh, often ineffective chemicals (e.g. depilatories), no need to letting hair grow (e.g. waxing), reliable, immediate results, anytime • Women who are always on the go prefer electric shaver since there is no need for water or shave cream --> Disadvantage: not shaves as closely as a razor --> Advantage: nicks, cuts, razor bumps, and skin irritation are greatly reduced, as is shaving time • Requirements for women’s shavers are different from men’s shaver: --> Men’s beards consist of coarse hairs that cover a relatively small surface area with a great deal of contours --> Women’s shaving needs generally revolve around finer hairs over wider surfaces (arms and legs). (Good Housekeeping, 2013), (Ebay, 2014)

40 Appendix B Design Language Analysis Self-explanatory

Non-self-explanatory

Reduced

Rich

Serious

Fun

Integral

Additive

Dark colors

Light colors

Monochrome

Polychrome

Curved

Straight

Matt

Shinny

XR1370 HyperFlex Pro Rotary Shaver

XF8500 Smart Edge Foil Shaver

Remington MB4010

Philipps SHAVER Series 9000 wet and dry electric shaver

Grundig MT 6030

Philipps Shaver series 7000 SensoTouch wet and dry electric shaver

Philips TT2040/32 Bodygroomer

Philips Shaver series 3000 Dry electric shaver

Moser - Li+Pro MINI Trimmer 1584-0050

41 Appendix B Questionnaire Interview

Appendix B List of Insights

Takes place in a normal context, or environment in which person normally undertakes the activity you’re studying.

Insights Ethnographic Research

Interview questions 1. How often do you shave and how much time is spent on shaving per (day or week)? 2. What brand/ model did you first use and what do you currently use? 3. Are you satisfied or un-satisfied with your shaver? Why? 4. Do you combine any other activities whilst shaving? If so which ones? 5. Would you like to combine another activity with shaving? If so, which one? 6. Why do you choose this shaving style (e.g. totally smooth, Dreitagebart, etc.), Do you receive inspiration from anywhere? How long do you keep a style? How often do you change it? 7. When did you start shaving on a regular basis? 8. What was your first shaving experience? 9. What is your male role model in life? 10. 11. 12. 13. 14. 15. 16.

How did you learn to shave (father, youtube, Bravo, etc.)? only father Is shaving an activity you like or an activity that has to get done? Who purchased your shavers and byproduct in the past? What is your perception of the different shaving styles (e.g. clean shave, stubble...) How often do you buy new shavers? Are you informing yourself before buying a shaver? If, where?

17. What kind of shaver do you use for traveling? 18. How often are you traveling on business/private purpose? 19. How important is status and your look for you? 20. What does a typical evening after work look like? 21. How much free time do you take for yourself per day? 22. What “smart” objects or products do you own? 23. Would you ever take into consideration to search for a partner online? 24. How clear do you seperate technology used for private and for business matters(e.g. one company cell phone, company laptop, etc,)? 25. What benefit do you see in Google Glasses? 26. What technological gadget would you like to have?

• Shaving is a very goal oriented activity = the outcome is the motivation to shave • Looking good = feel better = higher self-confidence = impressing people • Who and where you interact with changes the level of importance of looks • Face shaving belongs to the morning routine of whitecollar workers • People shaving daily do not shave on the weekend to give their skin a break • Savy students shave in the evening to save time in the morning for sleep • Shaver is always cleaned after shaving procedure • People with vision problems use their hand to control the shaving result   • During shaving, people stare intensly into the mirror and thereby go as closely as possible to mirror • Most people own at least two shavers: one wet shaver and one electric shaver • Savy students believe certain beard styles fit certain people based on personality and physical appearance. Moreover, they believe that each shaving style causes a different association • No multitasking is possible since one concentrates on sha ving to avoid injuries and unsatisfiying shaving result • Shaving and showering is demanded; however, one needs to see himself while shaving • Wish to control their gadgets by phone when being home or being out-of-home • Each interviewee consumes technology after work as entertainment • The majority could imagine to use Internet dating • General annoyance to plan and take shaver on travel • Manscaping is done 1-2 per week; face shaving is done by whitecollar worker daily and by the savy student as an average 1-2 per week

Shakes shaver to get old hair off.

Starts shaving with left upper corner by side burn line.

Shakes shaver to get old hair off.

Starts shaving with left upper corner by side burn line.

abbo bservations.

Appendix B Observation Flowchart

Moves down to neck, shaves from the left corner towards the middle.

Shaves top chin.

Moves down to neck, shaves from the left corner towards the middle.

Shaves top chin.

abbo bservations. Shakes shaver to get old hair off.

Starts shaving with left upper corner by side burn line.

Moves down to neck, shaves from the left corner towards the middle.

Shaves top chin.

Matthias bservations.

admas apple (shaves adams apple three times, slowed down, Shaves more frontneck and concetration) admas apple (shaves adams apple three times, slowed down, more Pulls the concetration) Shaver is shaver plugged in. rather than pushing it. Shaves frontneck and admas apple (shaves Pulls the Shaver is adams apple shaver plugged in. three times, rather than pushing it. slowed down, more concetration)

Shaver is plugged in.

Pulls the shaver rather than pushing it.

Turns off the shaver to control the shave.

Turns on the shaver and shaves the missed spots.

Turns off the shaver to control the shave.

Turns on the shaver and shaves the missed spots.

Turns the shaver off.

Taps hair out of the shaver (taps 10 times)

Turns off the shaver to control the shave.

Turns on the shaver and shaves the missed spots.

Turns off the shaver to control the shave.

Turns on the shaver and shaves the missed spots.

Turns the shaver off.

Taps hair out of the shaver (taps 10 times)

Shaves mostly upwards

Turns off the Shaves shaver to mostly control the upwards shave.

Shaves mostly upwards

Has wide open eyes through the whole process.

Does not stand straight, has one hand on the sink

HasTurns wideon the openshaver eyes and through the the shaves whole missed spots. process.

Does not Turns off the Turns on the ertical and stand shaver to Turns the Always shaver and diagonal shaver off. straight, has control the moves head. shaves the one hand shave. missed spots. movements. on the sink

Has wide open eyes through the whole process.

Does not stand straight, has one hand on the sink

Always moves head.

Taps hair out of the shaver (taps 10 times)

Starts shaving moustache.

Shaves the left side up the ear.

Shaves in circles around the chin.

Shaves the right side of his face.

Shaves again around the mouth.

Shaves the neck.

Turns off the shaver.

Controls his shave.

Shaves again over the spot which was not fully completed.

Uses the toilet.

Takes the shaver out of the cupboard.

Starts shaving moustache.

Shaves the left side up the ear.

Shaves in circles around the chin.

Shaves the right side of his face.

Shaves again around the mouth.

Shaves the neck.

Turns off the shaver.

Controls his shave.

Shaves again over the spot which was not fully completed.

Shaves the neck.

Turns off the shaver.

Controls his shave.

Shaves again over the spot which was not fully completed.

Starts to shave the right side of his face.

Holds his head back to shave the right cheekbone

Starts to shave the right side of his face.

Matthias bservations. Takes the shaver out of the cupboard.

Starts shaving moustache.

Shaves the left side up the ear.

Takes a hot shower. Pascal

ills sink with water.

Wets his face with warm water.

Dries hands with towel.

Takes a hot shower.

ills sink with water.

Wets his face with warm water.

Dries hands with towel.

Uses the toilet.

Doesnt use a mirror because he doesnt wear contacts to shave.

Uses his hands to control the shave.

face with hands to see if its smooth.

Get m con

Brushes his face with hands to see if its smooth.

Get m con

ertical and diagonal movements.

Takes the shaver out of the cupboard.

Does not know if the head of shaver is waterproof.

42 Brushes his

Get m con

ertical and diagonal movements.

Uses the toilet. Matthias

bservations.

Brushes his face with hands to see if its smooth.

Control his shave (without turning off the shaver). Control his shave (without turning off the shaver).

Tu sh

Goes over every area at least times.

Doesnt use Does notShaves in Shaves the Uses his Shaves again Goes over a mirror know ifcircles the around around the every area because he right side of hands to head of the chin. his face. control the mouth. at least doesnt wear shaver is shave. times. contacts to waterproof. shave.

Control his shave (without turning off the shaver).

Tu sh

Pascal bservations.

bservations.

Mixes foam in his hands. Cleans ra or in the sink with filled water.

Pascal bservations.

Takes a hot shower.

Doesnt use Does not a mirror Puts the foam Uses his know ifMixes the foam in because he on his face. hands to head ofhis hands. control the doesnt wear shaver is shave. contacts to waterproof. shave.

ills sink with water.

Wets his face with warm water.

Dries hands with towel.

Puts the foam on his face. Cuts himself if he has small impurities.

Shaves mostly with upward strokes.

Warms the Goes over ra or up with every area warm water. at least times.

Warms the ra or up with warm water.

Uses warm water to open pores before shaving

Cleans Cuts himself Shaves Uses warm Starts to ra or in the if he has mostly with Warms the water to open Mixes foam in Puts the foam shave the sink with small upward ra or up with pores before his hands. on his face. right side of filled water. impurities. strokes. shaving warm water. his face.

Shaves the entire right side including the right side of the neck.

Shaves the left side (his head less held back than on the right).

Shaves the entire left side including the left side of the neck.

Holds his head back to shave the right Uses cold cheekbone water after shaving to close pores and wake up.

Shaves the entire right side including the right side of the neck. s afraid of cutting himself in sensitive ar eas.

Shaves the left side (his head less held back than on the right).

Shaves the entire left side including the left side of the neck.

Uses cold waterHolds after his shaving to to head back closeshave poresthe and wake up. right cheekbone

s Shaves afraid ofthe cutting entire right himself side including in sensitive ar the right side eas. of the neck.

Shaves the left side (his head less held back than on the right).

Shaves the entire left side including the left side of the neck.

Sh ada (ho

Brushes his face with hands to see if its smooth.

Gets close to mirror to control shave.

Uses brush to brush away extra hair on shaver.

Puts shaver away in bag.

Brushes his face with hands to see if its smooth.

Gets close to mirror to control shave.

Uses brush to brush away extra hair on shaver.

Brushes his face with hands to see if its smooth.

Gets close to mirror to control shave.

Control his shave (without turning off the shaver). Control his shave (without turning off the shaver).

Control his shave (without turning off the shaver).

Cleans sink.

Washes and scrubs fac e to get hair away

Dries his hands

Leaves the room (face still wet)

Puts shaver away in bag.

Cleans sink.

Washes and scrubs fac e to get hair away

Dries his hands

Leaves the room (face still wet)

Uses brush to brush away extra hair on shaver.

Puts shaver away in bag.

Cleans sink.

Washes and scrubs fac e to get hair away

Dries his hands

Leaves the room (face still wet)

Turns the shaver off.

Takes off the front part of the shaver.

Cleans it by tapping it on the sink.

Puts head back on the shaver.

Stows the shaver away in the cupboard.

Takes a shower.

Turns the shaver off.

Takes off the front part of the shaver.

Cleans it by tapping it on the sink.

Puts head back on the shaver.

Stows the shaver away in the cupboard.

Takes a shower.

Turns the shaver off.

Takes off the front part of the shaver.

Cleans it by tapping it on the sink.

Puts head back on the shaver.

Stows the shaver away in the cupboard.

Takes a shower.

Shaves the entire left side including the left side of the neck.

Shaves the adams apple (holds chin up).

Shaves the chin with open mouth, slowly and with downward strokes.

Shaves moustache with stretched lips.

mpties the sink.

Cleans ra or in running water.

Washes face with cold water.

Dries face.

Looks intensively at himself in the mirror.

Shaves the entire left side including the left side of the neck.

Shaves the adams apple (holds chin up).

Shaves the chin with open mouth, slowly and with downward strokes.

Shaves moustache with stretched lips.

mpties the sink.

Cleans ra or in running water.

Washes face with cold water.

Dries face.

Looks intensively at himself in the mirror.

Shaves the entire left side including the left side of the neck.

Shaves the adams apple (holds chin up).

Shaves the chin with open mouth, slowly and with downward strokes.

Shaves moustache with stretched lips.

mpties the sink.

Cleans ra or in running water.

Washes face with cold water.

Dries face.

Looks intensively at himself in the mirror.

Brushes with hands through his hair.

Uses moisturi er

Styles his hair

Gets dressed.

Uses moisturi er

Styles his hair

Gets dressed.

Uses moisturi er

Styles his hair

Gets dressed.

44 Appendix B Trend Research To display a range of directions the team aimed to proceed during the project work, Air Design researched on consumer trends, Google’s product portfolio, the shaving industry and searched for a potential target audience. Thereby, some interesting consumer trends were found that may be used and implemented within the final product. These trends include: Self Improvement According to Brandon Gaille - the CEO of the internet marketing company byreputation.com – the US market about self-improving products will continue to grow about 5.5% per year. This includes self-help books, personal life coaches, seminars, information via audio, video, and internet about topics like weight loss, fitness, stress and time management, health, nutrition, self-confidence, rhetoric, etc. . The latest trend is to track one’s improvements via apps by setting milestones and comparing oneself with other users. Product connected to product Companies like Apple, SmartThings, Nest and Philips are pioneers in the interconnection of devices, called ‘Internet of Things’ (IoT). There are already 14 billion smart products world widely interconnected. In the end of the decade, industry expects forecast that the amount will increase by 10%. Mostly, the interconnection is still dependent on using a smart phone and an online connection. One of the latest trends is the smart home. Investing in a smart home enables the user to centrally control all technical activities by using the smart phone. This product connection is based on fulfilling personal needs like reduction of energy, adapting the functioning of all gadgets to the personal timetable, controlling, protecting, etc.. Product connected to internet The amount of devices connected to the internet is about 200

billion worldwide. The Digital Universe study predicts a growth since countries like Brazil, Russia, Mexico, India and China are expected to increase their digital information circulation from 40% to 60% of the worldwide flow of information. User responsibility shifted to products The smarter the technology gets, the less a human needs to be involved in the process. The responsibility is shifted to the product since the user assumes that the technology has a greater overview about the situation. Tangible maps are replaced by GTS systems, smart phones overtake the parental control by monitoring the activities of the child in the internet, doors can be locked by using the smart phone and in the near future, self –driving cars replace the manual driving ability. Using data more than it is currently The more information one has and is able to link, the more valuable these information get. The enormous amount of data opens up new opportunities for businesses to target the customer by fully understanding the needs and by creating an absolutely adapted customer experience. This leads to a worldwide communication and collaboration of organizations and individuals. Ultra precise geo-location One can track the location of cell phones, internet-connected devices and radar sources. It is different to positioning systems since it not only provides coordinates but clear locations like streets and buildings. Thereby, the locating device is not depended on GPS anymore, but can also track location by connecting with cell towers close by. Data sharing There are several ways of data sharing - either by sharing personal data with friends via Facebook or by sharing success stories on Fitbit or by sharing weight loss advice on weight watchers or by blogging about a topic to a target audience. There is no limitation anymore where and how to share data. One will find about each topic an information exchange platform. This trend is not new but it is definitely not declining. New competitors like Google + could cause interesting changes on the online market.

Tech to help the user A plain gadget with a internet connection is useless if it does not use the information to fulfill a need. There are several smart watches made by Apple and Pepple which provide the user with email, social and media information. Notification can help to remind one on doing certain activities. On the market, there are also helpful sensors available which inform a gardener when to water a plant. In the basement, a sensor can be installed which notices water leaks. For each activity, there is a product or an app that help the user to simplify life. Internet of family things Smart technology can support family members to interact with each other. As mentioned before, the NetNanny will watch the kids surfing in the internet. There are several apps that will help the family to run daily routine by reminding on appointments, medicine, house chores, finding carpool for kids and making playground dates. These apps are adapted to the age of each family member â&#x20AC;&#x201C; like CareZone that helps adult children to take care of their parents - as well as to the structure â&#x20AC;&#x201C; means patchwork, traditional or divorced families where Apps for instance help to manage life between two homes. Smart objects putting the consumers need first The user shall be able to fulfill his individual needs by using smart technology. Mostly, high technology companies discover a user need before the user himself is aware about the certain need. For instance: Apple created a smart watch which one can use in certain stores for payment. There are also devices that fulfill more obvious needs like password manager apps. Some technology uses instead of passwords biometrics like fingertips, hands, face, iris, retina, voice patterns and behavioral characteristics to protect oneâ&#x20AC;&#x2122;s data.

46 Appendix C Program for CPO Session Time

Programm

Material

00:00

Introduction (Livia) Speed dating topic related personal related • things you wouldn’t discuss normally if you meet somebody new • insert some questions “What is google?”

Speed date questions: (PRINT OUT, Livia) -- If you won the lottery (of 100 million fr), how would you spend it? -- If you had unlimited money for 24 hours, what would you do? (you ------

00:10

First Part – Diverge food (Fabian) Forming teams

Workshop leader takes a card from two different piles (1st pile: Google medium grey dot + 2nd pile: Trends light grey dot) Additional cards with names on it are already placed on table.

Creating a story

Name pile + Google pile + Trend pile = a story in one sentence The team discuss solution and comes up with one sentence Write it down and keeps it in front of them We give them the insight, then they start with the process as stated bellow:

can buy anything but only within the 24 hours). How do you describe yourself in 3 words? How would you describe your best friend in 3 words? What do you wish your parents had told you when you were younger? How did you react and find out how Santa, the Tooth Ferry or Easter bunny didn’t exist? What’s your most embarrassing moment?

-----

Small and big post-its (2nd part, Fabian) A lot of pens (Livia) Wall on wheels Tables and chairs (ask group H&M for their working spot) -- Food (Fabian: Humus & Pitta Bread, Susann Soup, Livia: Vegetables „Spiessli“)

Drawing

3 minutes time to draw and come up with as many ideas as possible for a solution for the specific person. Pin up the ideas on a board and say what it is. Brainwriting - 3 minutes to come up with as many ideas as possible through writing keywords - the team with most ideas wins - pin up the ideas on a board and say what it is

6-3-1min Methods (no. of rounds unsure)

Each member of the group has half a minute time to write/draw one idea. Then, he or she hands the post-its on to the person on the right and this one will continue. We do this until everyone of the group added something to the idea. Put story on board and read it out!

00:45

Round up – Phase (Susann)

In teams 5min. to combine ideas and to create an ideal shaver. We evaluate which group won on quantity. And we distribute the dessert. Those who like can sign up for an Air Design Newsletter =) and they will get the documentation in the end.

-- White paper (Susann) -- Dessert (Livia) -- List for Newsletter

47 Appendix D Final Concept Overview Product • Google 3D Shave -- One body of the device -- One conventional shaving head for shaving off natural hair -- One printing head for printing and glueing artificial hair onto face Technology • Shaver head -- Foil shaving technology • Printing head -- Uses melt spinning process to spin nylon filaments -- The liquid nylon is stored in a cartridge within the body of the device and the glue is in a cartrige in the head • Software -- Face is divided into coordinates -- The app recognizes which sectors are needed -- The shaver tells the user where to start printing and where to print at all By-products • Nylon cartridge -- Packages indicates which style and how many times printing is possible with one catridge -- E.g. five moustache -- E.g. one full beard • Glue cartridge First Use • • • •

You open the app Glook says you to take a photo You take a photo GLook explains the steps needed to gain 3D face information (holding phone onto the demanded parts of your face)

• GLook creates your face in the coordinate system • Thank you and have fun with Google 3D Shave Daily Use • Open GLook • You choose either Explore or Print now • • •

If you choose EXPLORE, you can choose between drawing a beard, searching Google after a specific style or randomly choosing a style using the “I’m feeling lucky button” Now, you can try out different things. When you are satisfied with one option, you can simply safe the style and close the app again

• If you choose print now you can either draw a beard, search Google after a specific style, use the “I’m feeling lucky” button or access saved styles • Whatever option you pick, you eventu ally will choose one style to print on your face

• • • • • • • • • •

You press “Start”, the chosen style is sent to your shaver The app tells you to shave off all natural hair If you still have artificial hair on your face from last time using the Googel 3D Shaver, you use oil to unglue the fake hair You shave off your natural hair Afterwards, the shaver heads need to be changed for printing GLook checks if the cartridge is on the shaver; if not, it reminds you to put it on GLook checks if there is enough plastic and glue in the cartridges; if there is too less, it reminds you to refill it GLook sends the data to your shaver Your shaver says “ready to print” and switches the light from red to green You now start to unshave: -- App indicates where you have to start shaving -- Moving the shaver to the starting position, it will tell you: “Please start” -- The shaver will guide you through the whole process – Whenever you will loose the correct path of printing it will stop printing until it successfully guided you back on the right spot -- Glue is put on the face (like the one used to glue artificial eyelash) -- Fake hair is printed on the face

48 Appendix D Offenbach Model Air Design chose to apply the Offenbach Model to its final product solution rather than to existing models on the market. There are several reasons for this decision: Firstly, because Google introduced only a few tangible products where software and hardware are designed by Google. The majority of tangible products are designwise inconsistent since Google mostly created the software and another company the hardware. Secondly, the team did not want to choose a random shaver since the technology of the Google 3D Shaver is highly futuristic and needs close observation and analysis itself. Choosing the final product solution helped the team to analyze the connection between person, space and the object itself. Practical Function The Google 3D shaver is a combination of a shaver, a hair printer and the App GLook. According to Google’s philosophy - to make difficult things seem simple - the gadget and the GLook are easy to handle. First, the user has to take a biometric picture for instance with his smart phone or tablet and registers at GLook. Then, he inserts the picture into his GLook profile. There are three options available: “Drawing a beard” onto one’s own picture, “searching the internet for different shaving styles” and applying them onto one’s own picture or using the “I’m feeling lucky” button by projecting a random style onto the picture. After finding the best style, one presses “Save “ and “Send” to send the information to the shaver. The shaver tells the user to place the shaving head onto the shaver, to switch it on and shave off all beardhair. Afterwards, it tells the user to change the gadget’s head, by placing the printing head onto the shaver and instructs the user exactly where to place the shaver onto one’s face to start printing. The shaver gives instructions about the direction to move the shaver to create the wanted look. While printing, the user must make semicircular movements with the shaver by slightly pressing the protruding edge with the glue opening onto the skin and then moving to the roller to attach the hair. The shaver has one button only which is labeled as the on/off button. A red blinking of the button shows that the user has to wait till the light turns to green – meaning the gadget is ready for usage. A blue light labeled with the Wi-Fi symbol indicates that the shaver is connected to the GLook app. A yellow light – labeled with a charging symbol warns the user that the gadget is low on battery. In this case, the shaver simply has to be placed onto the plugged-in charging station. For either shaving or printing, the correct

head has to be placed onto the product. A voice from the speaker will remind the user if the wrong head is still placed onto the product. The slightly ergonomic shape of the body provides direction for correct holding. Symbolic Function The printing function reflects the trend in society to become the ultimate creator of one’s own look. Plastic surgery, body sculpturing by doing fitness and styling creates the aimed picture of a perfect image of oneself. It is a fighting against fate and nature by trying to gain perfectionism. Printing hair makes ‘hair growth’ possible even when there is normally none. Printing hair also provides immediate results by adapting to the fast speed of modern life and rising impatience. Trying out different kinds of styles reflects the need to have a great variety of choices. There are no limitations anymore. Everything is possible. Aesthetic Function Simplicity in the app’s design as well as in the gadget creates a sophisticated look. The uncommon shape of the shaver underlines the shaver’s futuristic technology. The shape is neither aggressive nor organic. Slightly curved edges reflect Google’s product language. Reduction as a key component of Google is transformed to a plain gadget with smooth surfaces and only a few playful details. These carefully selected fun elements are only placed on the left side of the charging station - a colorful engraving of the product’s name using Google colors – and on the left side of the shaver by using the Google colors for the charging , Wi-Fi and status light. These playful elements are rather small to avoid distraction which is on of Google’s product criteria. Just the engraving of a ‘g’ for Google causes a short interruption of the polished, slightly grayish surface. The boxy shape repeats itself in the overall design of the shaver.

49 Appendix D Moodboards

Heavily „Reduced“

Dark or light scheme

Moodboard 1 for product design language

Ergonomic

„Fun“ Looking

Extremley Monochrome

Moodboard 2 for product design language

„Integral“ of all its features

Shouldnt be extreme curved or straight

Self Explanatory

Inbetween „Matt“and „Shiny“

Conclusion The key element of Google – simplicity and reduction – is found in the shaver’s aesthetic look as well as in the user-friendly handling of the gadget. Its aesthetic design as well as its function suite the symbolic character by presenting perfectionism and sophistication of modern western society. The product communicates - by its look and its function - a futuristic way of living by eliminating all boundaries set by nature. Its reduced and simple look adapts to the surrounding space instead of dominating it. Since the product did not enter the market yet, a customer relationship cannot be analyzed. However, people seeing the Google 3D Shaveing model, were curious about the product and expected the product to be more than a simple shaver due to its heavily reduced design.

Moodboard for App Design (GLook)

Moodboard 3 for product design language

RANDOM

ambitious

curios

busy

change & try

precise

EXPERIMENTAL CURIOUS

Moodboard for Health Shave Concept

Moodboard for 3D Shave Concept

51 Appendix E Sketches Design Direction

Form Refinement

52 Detail Design

Charger Design

53 Appendix E Poster

Final Version

Version 1

Original Picture 1

Version 2

Original Picture 2

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