The Kahlo’s would like to thank Jorge Rodriguez and Daniel Zentgraf for their continuous and tremendous support throughout the duration of the project. We would also like to acknowledge Marina Talavera at HP for being such a pleasure to work with and for her help, guidance and to believe in us during the creation of this exciting project. The following Elisava pupils have written this report: Angeliki Vassala – angelie89@gmail.com Bryndís Ásmundsdóttir – bryndisva@gmail.com Daria Tagliabue – daria.tagliabue@me.com Marcela Xirinachs - marcexb@gmail.com Martha Casalaspro - marthalaspro@gmail.com
Elisava Design School Postgraduate in Innovation and Design Thinking 2015
CONTENTS We l c o m e t o t h e future ...
PHASE I
PHASE II
EXECUTIVE SUMMARY G R O U P P R E S E N TAT I O N INTRODUCTION BRIEF
06 08 10 11
1. TIMELINE AND TOOLS
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2. RESEARCH
2.1 NEW TECHNOLOGIES 2 . 2 A L L A B O U T PA P E R 2.3 USER RESEARCH
2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 2.3.6 2.3.7
TA R G E T G R O U P S PERSONAS S TA K E H O L D E R S I N T E RV I EWS ETHNOGRAPHIC USER DIARY USER JOURNEY
3 . A NA LYS I S
3 . 1 A NA LYS I S O F I N S I G H S 3 . 2 PA I N S A N D G A I N S 3.3 "HOW MIGHT WE"
17 23 24
4 . I D E AT I O N
4.1 INTRODUCTION 4 . 2 VA L U E P R O P O S I T I O N 4.3 SCENARIO 1
55 56 58
4.4 SCENARIO 2
64
4.5 SCENARIO 3
70
4.6 SCENARIO MAPPING
76
4.3.1 4.3.2 4.3.3 4.3.4 4.3.5
INTRODUCTION MO ODB OARD IDEA 1 IDEA 2 IDEA 3
4.4.1 4.4.2 4.4.3 4.4.4 4.4.5
INTRODUCTION MO ODB OARD IDEA 1 IDEA 2 IDEA 3
4.5.1 4.5.2 4.5.3 4.5.4 4.5.5
INTRODUCTION MO ODB OARD IDEA 1 IDEA 2 IDEA 3
5. PROTOTYPING
47 48 50
5.1 5.2 5.3 5.4
PLANNING SESSIONS R E S U LT S B U S I N E S S C A N VA S E S
79 81 85 86
6. OPPORTUNITIES
91
6 . 1 C R E AT H I N G S M A RT N E S S
6 . 2 C R E AT H I N G H E A LT H
6 . 3 C R E AT H I N G OX YG E N
6.1.1 ACTION 6.1.2 REACTION
6.2.1 ACTION 6.2.2 REACTION
6.3.1 ACTION 6.3.2 REACTION
7. CONCLUSIONS
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8. BIBLIOGRAPHY
100
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EXECUTIVE SUMMARY
We live in a technological era. Everyday we find ourselves wrapped up in new gadgets, even new ways of perceiving life. As a race, we are experimenting and creating technologies for the future, but when we think about it, the future is now. During this semester our team worked with Hewlett Packard. At first we were to investigate the large format printing world, its users, potential users and inspiring users. As well we researched the connections between humans and paper, seemingly our everlasting love. New technologies served as eye openers for our project. Online interviews, one to one interviews, ethnographic research, net hunting, and user journals were some of the tools used to get all the knowledge we could about the theme of our project. Still we weren't on the right track. The whole aim of our project is to inspire people within HP delivering new, fresh, and innovative ideas they could apply in the future. We were still very attached to the large format printing subject, thinking day and night on how it could become a “more user friendly” product instead of innovating.
It all changed during our trip to Amsterdam. We had the chance to present our ideas to a lot of inspiring professionals. Who guided us to a more creative project. This can be found in PHASE 2 of the report. We traveled through time, where we meet face to face with the future. A new word was born in the ideation process “Creathings” which got us traveling at the speed of light. Three scenarios were created with many ideas, that, after the prototyping sessions with children (the actual future users), where narrowed into three powerful ideas. These ideas can be fully applied to HP, we are not only illustrating new ideas, we are opening new business opportunities. We are excited to present a different design thinking project. It was definitely a journey, a two phased journey through innovation. With no further delay, we welcome you to the future of HP.
The Kahlo's
The art challenges t h e t e c h n o l o g y, and the technology inspires the art. – John Lasseter (Director)
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Copywriter
Interior designer
Marcela Xirinachs
Daria Ta g l i a b u e
From Central America, Costa Rica. She studied Advertising, and specialized as a Copywriter. Studied Creativity and Art Direction in Buenos Aires Argentina. Current status, in love with Barcelona.
Born and raised in Switzerland, first she studied design in Lugano and then moved to the UK attend a BA (HONS) course in Interior Design. Took part in an exchange scheme in a Fine Art school in France.
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THE TEAM
Jewellery designer
Product Design
Graphic Designer
Bryndis Asmundsdottir
Martha Casalaspro
Angelikki Va s s a l a
Joins the team from Iceland. She studied Art History in ReykjavĂk and then moved to Italy to study Jewellery design.
Is half Italian and half Brazilian, during the last four years worked in one of the biggest banks in Latin America, with User Experience and Innovation
She studied Graphic Design in Athens. Addicted to everything about art and design.
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INTRODUCTION
What is large format printing? How can it evolve in the future?
The aim of this report is to present innovative alternative for HP in Barcelona in a fast changing technological world. With that in mind we started our investigation by exploring and analyzing users and potential users; by interviewing and registering through diaries making with professionals that still use prints in their working environment , to fully comprehend their behavior and needs. Alongside we made research related to printing in a wide perspective and on new technologies to perceive where they might lead in the future. From collected data and information’s we were able to establish new ideas to present to HP, for them to reach new markets where the physical world is integrated with the digital world and future technology. Our report got a different creative aim near the end. Which changed our project for the better, it got more interesting and creative. In conclusion, we hope that our research and ideas will be inspirational to whom it may concern, including yourself.
BRIEF
“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.�1 (Tim Brown) Through the tools of design thinking, we were asked to inspire the people within HP, with ideas that could be applied in the future. Maintaining the connection between the analog and digital worlds.
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RESEARCH Throughout the semester we were presented with different tools and methods that supported us during the research and overall project. By the time we received the brief, we tried to understand mainly how using the technology of large format printing could connect the Analog and Digital world. For this purpose it was helpful enough to understand and explore the problem and the solution space through diverging and converging thinking. Understanding mainly by observing and then synthesize the knowledge in order to define points of view, which we have already had through our research. Below we will analyze in depth these steps. To begin with, we tried to create a bond with our target groups: The Main Target Group: Architects, Engineers and Constructors The Potential Target Group: Graphic Designers, Product Designers, Photographers, and our last group the Inspirational target, the Proactives. Our
goal was to understand their relationship with large format printing and how they deal with the mixed reality of the analog and digital world. In order to understand in depth the needs and the profiles of our target groups we created our personas: an Architect (standard user), an Interactive designer (potential user), an Illustrator (extreme user) and a Constructor (insider user). We created their profiles by defining their occupation, trying to understand what they feel, what they see in the world from their perspective, what they hear, what they think, which are their fears, where they live, discover their believes, their physical characteristics and their hobbies and interests. After creating our personas and realizing who they are we followed up with interviews. Two methods were used during the process, first we started by doing an online survey to do Quantitative research and out from there we moved to one on one interviews to gather Qualitative informations.
Quantitative Research The people participating in the survey were asked to fill out a questionnaire about large format printing and their connection with the analog and digital world. The questionnaire was designed in Google Drive with 14 questions covering different areas. This tool was very helpful and we received interesting answers from all over the world. After gathering the informations from the survey we realised we needed to rethink our personas. So we came up with these three: The Architect (Standard/ Extreme user), the Photographer (Potential user) and the Proactive (Inspirational User). Qualitative Research Throughout the interviews we conducted with people (face-to-face and via Skype) we applied a qualitative research method in order to gain better information related to our project. We designed open-ended questions but the main idea was to let them speak freely and to provide the key information we were looking for. We managed to get interviews with a lot of people that gave us crucial informations at that point. Throughout our entire project we used Nethunting to search for new technologies and to be up to date on what is happening in the big world. The internet is unselfish in providing you with informations through blogs, online magazines and articles were we got new informations and insights every day. Google drive was indispensable for us to keep track of our research and to share our findings easily between each other. It also came in handy for us to use pinterest to gather images for our inspiration and ideation.
TIMELINE
ANALYSIS We designed a user journal, our goal was to absorb more information from our target groups regarding the process and the tools they use on a project and in their day to day life. Consequently, we started to analyze all the relevant information we gathered from the interviews and the user journal, in order to build our user journeys. We created three user-journeys; for the photographer - the potential user, the architect - the standard user and the proactive – the inspirational user. We decided to focus more on these three groups because we considered them more effective and closer to the requirements of the project. The user journeys were considered as a significant tool for us since we wanted to understand step by step what the users are doing through the creative, the ideation and the delivery process of a project. Furthermore, it was crucial from the beginning to identify the people who participate, hold a stake or interest in the project and who will be affected by it. Throughout our project the stakeholders
changed, and with the help of our client we managed to get the stakeholders map clearer so we could work with it. It was important for us to understand which of them play a bigger role in decision making and who have more influence regarding the outcome of the project. Alongside analysing who the stakeholders are we used tools from service design to understand our targets better and the difference between them as users and their needs. We created storyboards to realize where problems might possibly come up, where there are touchpoints and how they affect our users and stakeholders. We also got to know methodology that helped us a lot for us to get to the stage to create solutions, that is to use the question How Might We?.
IDEATION At this point after gathering all the informations we got both from our research and the methodology it was time to create feasible solution so we could get to the point to ideate. To be able to do that we used a tool where we grouped our interviews insights into Pains and Gains and out from there we asked the question How Might We? (HMW). After creating HMW questions we managed to start the brainstorming and ideation process. A key point in the process of our project was the field trip in Amsterdam where we started thinking out of the ‘’printing’’ box, since we realized it was necessary to find different ways to approach the mixed reality of the analog and the digital world. So instead of ‘’Large format printing’’ we came up with the word ‘’Creathings’’ [Create + Things = Creathings]. In Amsterdam we started thinking about the further future. We decided to build three different scenarios: 1) Power Brain, 2) Digital Wellness, 3) Environmental Adaptation. Each scenario consist of some ideas, which we tried to narrow down and finally focused on three for each scenario.
Another tool we used was the Business Model Canvas. This tool helped us a lot to understand the backstage and the front-stage environment of a business. It was also helpful for us to keep in mind the business model canvas as a theatre. “People don't really care about the backstage, but it is necessary to make the front stage possible. The front stage is what people are interested in and it is what they are willing to pay for. The backstage enables the front stage and it is what costs money. Like a theater, a business model has a front stage (which leads to revenues) and a backstage (which makes up for the costs).” 2 (Alexander Osterwalder) We stated our value proposition in order to convince the potential consumer that our product or service will add more value or better will solve a problem than other similar offerings.3 In addition, we started working on the backstage: the Key Partners, the Key Activities, the Key Resources and the Cost Structure. Afterwards we moved to the right side of the canvas to set the Customer relationships, the Channels, the Revenue Streams and the Customer Segments. We decided that we needed three business models, one for each idea, since their business environment is different.
PROTOTYPING After going back and forth with our brainstorming and ideation we finally got to the point to have feasible ideas so we could start prototyping. Field Trip to Amsterdam was a turning point for us where we started thinking about the further future. Through out the semester we had tried different types of prototyping; Gamification, LEGO serious play and spontaneous prototyping with people. All of them came to a good use to understand the importance of prototyping, how to plan the prototyping sessions and give clear instructions. When we moved to prototype our three scenarios to make them more tangible we were advised to use children; they are spontaneous, they do not think about the functionality or the feasibility and the most substantial part is that: they are the future.
TESTING The children who took part in the prototyping session were from different countries (Costa Rica, Iceland, Spain) from the age of 6 to the age 14. We found it interesting to catch their attention through storytelling techniques. So, we created a fairytale as an introduction and three activities (one for each scenario). During the prototyping session we were asking them some trigger questions in order to stimulate their thinking. Besides, we gave them pens, papers, colorful paper boards, pictures, glue, and scissors and let them freely use whatever they wanted in order to design their ideas. We then went back and redesign the ideas.
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2. RESEARCH
2.1 NEW TECHNOLOGIES
"The online and offline worlds are now melting together, thanks to smartphones and social media. But as our life shifts into the cloud, we’re starting to realize that 0s and 1s lack the tangibility and permanence of paper and film. Significant emotional moments are easy to misplace in the online ether, which helps explain why artists and brands are trying to create analog souvenirs of our increasingly digital lives. Want a coaster of your favourite Instagram photo? No problem. Looking for a miniature printer that connects to your smartphone and generates a tiny personalized newspaper? Done and done." 4 (Ryan Bigge) The list above is just a idea of what we saw during our Nethunting, and what inspired us during this process.
"Any sufficiently advanced technology is indistinguishable from magic." -Arthur C. Clarke
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Simplified printing
1. Phone Case Printer
Phone case doubles up as a portable printer
2. Mobile Printer
The USB powered mobile printer that fits on the back of the screen of your laptop.
3. Pen Plotter
The pivot mechanism means that the print head moves further from the center of the machine, the distance between each pixel is magnified.
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Living printing
1. Growing Art
There is an emerging interaction between biology, science and design. This giant structure woven entirely by silkworms.
2. Brain Scanner
Art project aiming to map the mind’s mental landscape through a combination of EEG readings and 3D printing
3. Textile Bathroom-Biotope
Integrates a microgreens growing system designed by infarming. The fabrics are used to support the plants are conceived as fog collecting materials which have the ability to filter drinking water from morning mists.
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Alternative inks 1. Printing Solar Cells
Formed from special “inks� deposited on the paper. It can be folded up to slip into a pocket, then unfolded to watch it again generating electricity in the sunlight. It’s a more complex than just printing out a paper.
2. Tinta Solta Kinetic
Kinetic sensors detect the user movements, it releases paint, creating a pattern unique to the artist.
3. Conductive Inks
Allows printing circuits and touch-sensitive buttons onto the paper.
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Augumented reality 1. Northern Lighting Collection
By scanning, customers unlock Northern Lighting’s entire collection of augmented products. You have the opportunity to view the 3D lamps in any space at anytime.
2. Augmented Reality Book
The pages of this book contain no text—only abstract geometric patterns and a web address leading to this site. The poems that appear, only exist in the augmented space between them opened up by the reader.
3. Difflect
A project connecting print, spatial installation and software which makes it possible to experience print media in a digitally enhanced, interactive way.
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Interaction
1. Project Soli
The sensor can track sub-millimeter motions at high speed and accuracy. It fits onto a chip, can be produced at scale and built into small devices and everyday objects.
2. Paper Tablet
Fully interactive with a flexible, high-resolution 10.7� plastic display developed by Plastic Logic, a flexible touchscreen.
3. Sound Wall
Is a new media that combines images, sound, and social technologies to create an immersive art experience.
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2.2 ALL ABOUT PAPER
When we started the project we had our own ideas and perceptions about paper and printing. The sustainable and environmental part of it, which has been talked about loudly for years. We had our personal experience with paper, where and why we use it. But we were interested to know more, and to see which information was available about paper and its usage. So we started our research about paper. Paper has been around for more than 2000 years and it is part of our lives every day in some way. With the research we gathered a lot of interesting informations. Paper is the most recycled product in the world and one of the few sustainable products, paper production supports sustainable forest management that benefits both people and the planet. Today there is more knowledge on how to get the most environmental and economic benefits from using recycled paper in new products.20 Paper consumption worldwide has increased by half since 1980 despite all the digital technology available21 and paper in average businesses has grown by 22% a year.22 So why is paper consumption still growing. A research made in Swedish University shows that students learn and remember better reading from a paper than from computer screen.23 We also thought it was interesting to find out that millennial,18-34, readers in UK and
US prefer to read print books and go to bookstores and libraries than read e-books. Also 65% of Children from age 6 to 17 want to read books in print.24 People still have a strong connection with paper and think that paper format is more compelling, feel that paper is trustworthy and more personal than getting informations on a digital format.25 This research gave us another view about paper, its not a fad nor an extinct product. It’s a tool for expressing ourselves. The connection we have with it is far more strong than any technology.
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RESEARCH
2.3 USER RESEARCH
pg. 25 TA R G E T G R O U P S pg. 26 PERSONAS pg. 34 S TA K E H O L D E R S pg. 36 INTERVIEWS pg. 38 ETHNOGRAPHIC pg. 40 U SE R DIA RY pg. 42 USER JOURNEY
RESEARCH
2.3.1 TARGET GROUPS
We began by focusing on a main target composed by three different professions: Architects, Engineers and Constructors. What these three groups have in common is the everyday usage of large format printing and how irreplaceable it is. Most of the Architects are usually using large format printing everyday. After various analysis we realised that, on top of being a personal preferences, printing is often required by law and often as well by clients and bosses (or quality control people). Engineers are using printing in a similar way and the requirement and drivers are very analogous. Constructors on the other hand are mostly not interacting with the printer itself (depending on the size of the company they work for) but the usage of paper is fundamental for the work to get done; is mostly related to the understanding of the drawings. In order to understand better how large format printing is used we decided to add three extra targets: graphic designers, product designer and photographer. The usage of large format printing for each of the target is very different, for example a graphic designer is probably printing (in large format) once a week or less and mostly just when a deadline is occurring, or when the client asks for it. For a product designer printing is essential just when delivering document, in case some presentation boards or technical drawing are
very large; however this could be necessary just once a month or less. To conclude for the photographer printing happened mostly before an exhibition and for the exhibition; they usually don’t own a printer therefore they have a copy-centre where they go and which they trust. To inspire and to get a completely different point of view we then introduced the proactives. On Phase 2 of our project, there is a wider understanding of who they are and in which way they influenced our project. It is however, important to mention that we included them in order to understand the way they approach different projects and how they look for new solutions, which are inspiring, related to large format printing and paper itself.
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RESEARCH
2.3.2 PERSONAS
ALICIA OCCUPATION: Architect (large firm) {printing passive user}
WHAT DOES SHE BELIEVES IN: You need a secure job in order to then travel and enjoy your life.
WHAT SHE FEELS: Slightly exploited, the company is not valuing her enough, her work is exhausting, she’s very happy because she’s actually in a good company (security)
CHARACTERISTICS: She is a bit square, she doesn’t like changes, it’s hard for her to adapt herself to another/ new technology, she’s independent (that’s why she’s working that much), she’s dating an older engineer (they shared a project), she believes in family and in the value of it, she likes saving and planning the future (she has a saving account).
WHAT SHE SEES: The world through her camera, gets inspired by the geometrical shapes of the city and the craziness of nature. WHAT SHE HEARS: Many people complaining, not being grateful and looking for holidays. WHAT SHE THINKS: The world is a beautiful place, she’s ambitious, she keeps positive, she thinks she can improve people's life with her designs. WHAT IS SHE AFRAID OF: She’s afraid of losing her security, she’s very organized and likes to plan things ahead, she’s scared of making big decisions. WHERE IS SHE LIVING: She’s living in Barcelona, sharing a flat.
HOBBIES & INTERESTS: Loves to travel, she likes to visit cultural places, she enjoys taking part on architecture competitions, she’s a passionate photographer, she’s likes to go to Biennale, she enjoys reading in cafes and visiting exhibitions. She is not paying too much attention on her health & diet, she drinks a lot coffee, she takes the metro (no bike no walking), she likes Facebook, Linkedin and Instagram (she follows architecture photographers)
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RESEARCH
MIMI ROSE OCCUPATION: Artist (freelance, coworking + has little studio) {different media, interaction art} WHAT SHE FEELS: It’s important to express herself, she’s in the present and not worrying too much about the future, she likes the idea beyond coworking and sharing economies. WHAT SHE SEES: What she wants to see, she’s very naive and looking at the world in a childish way with an innocent prospective. WHAT SHE THINKS: At the end it would all work out fine, money is not an obstacle WHAT IS SHE AFRAID OF: Responsibilities, serious relationships, not been taking seriously, confrontation, not being very interesting, she’s not sure about her life but believes in what she’s doing and doesn't want to make big decisions right now. WHERE IS SHE STAYING: She was born in the countryside (US OREGON) and then moved to Portland because it’s cool, has a pretty studio-flat in a hip area with an open plan workshop (her parents are paying for it)
WHAT DOES SHE BELIEVES IN: Believes in herself, in her art, in social changes, in fighting for right, she’s an activist. CHARACTERISTICS: She’s very self confident, self centered. She never had too many responsibilities so doesn't really know how the world is. She’s a dreamer, wants to be single, is a bit superficial. Comes from a rich background (she doesn’t like to say it, to show it). She’s an only child, feels in the shadow of her famous writer mother. Likes to show that she’s volunteering. Enjoys going out to underground places, try new cool therapies (meditation, yoga, acupuncture, ... ), go to the places before they become
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RESEARCH
CASPER OCCUPATION: Digital illustrator (owner of the studio) has employes (3 + 2 intern) {high middle class income} WHAT HE FEELS: Responsibility is important, he’s taking good care of his employees, wants to be respected. Believes that if you work hard in life you gonna achieve your goals. WHAT HE SEES: Young people are not very responsible and somehow they have wrong/different values, that’s why he keeps a close eye on his team and always personally checks everything. WHAT HE THINKS: Fresh ideas are important, he likes to give opportunities to young people (interns),he thinks that a cool and flexible workspace makes people more proactive, he’s the happiness-meter of the company. WHAT IS HE AFRAID OF: Very afraid of failure, missing his kids childhood, not being a good father (his family wasn’t very good, his father wasn’t around much). He would like to spend more with the family but then if he’s not working enough he wouldn’t provide for his family.
WHERE IS HE STAYING: With his family, in Denmark. They live a little bit outside Copenhagen in a flat with a little garden and they have a large size dog. WHAT DOES HE BELIEVES IN: He believes in strong values (family, work, business, ..) CHARACTERISTICS: Has a family, he’s married with a lawyer and they have two kids. He’s open-minded, owns a company, he’s too ambitious and a perfectionist. He’s a responsible risk-taker. Well known in his business and he cares about the reputation of the studio, he’s acting as if his studio was his 3rd child. Sometimes he spends a little too much time there. He is bit of a proactive. HOBBIES & INTERESTS: Likes to play chess, online gaming, he’s making his own fixed gear bikes, loves to go for long rides with friends, stay in the nature. He goes climbing and camping with the family.
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RESEARCH
SOPHOCLES WHAT HE FEELS: Like the boss, he knows everything and everyone that steps in the construction areas. There is nothing compared to the feeling of carrying planes under his arm every morning, drunk of power. He likes smoking and doesn’t like new rules and changes. WHAT HE SEES: His child (the building) growing, more practical and functional solutions. WHAT HE THINKS: That architects are always complicating themselves, the new technology are not really useful , technology is too sensitive for the environment he’s in, BUT he loves new tools for construction. WHAT IS HE AFRAID OF: For projects to get cancelled halfway through, he’s afraid that technology would steal his job (3D printed building are an example), he’s afraid of the money situation, of the crisis, that his debts would increase too much. WHERE IS HE STAYING: Athens, he built his own little house outside the city centre (still paying back the loan), he has 3 kids and a wife (she’s a staying home mom)/ He is a grandfather, has one grandchild
WHAT DOES HE BELIEVES IN: He believes in religion (christian orthodox), working hard and marriage. CHARACTERISTICS: Friendly, popular in the construction, loves making jokes, very traditional, he enjoys traditions, he’s not a risk taker. Likes to go to the same bar with his constructions friends, old fashioned, he’s stressed but generous. Doesn’t have enough patience with his own kids but with his grandchildren yes. HOBBIES & INTERESTS: Owns an old toolbox which he has been updating, he likes football, he adores handmade food, he likes family dinners, he likes gardens and is growing his own vegetables.
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RESEARCH
2.3.3 STAKEHOLDERS
In order to really comprehend what HP is about and who are we designing for, it was essential to create a stakeholder map. Thanks as well to our client we managed to create the map on the right. At the centre is located HP (Large format printing in our case) which is itself divided into three different department: R+D (Research and Design), Marketing and Operations. All these three groups have different departments below them. The customers of HP large format printing products are the government, enterprises, small and medium businesses and then to conclude there is the end user, which is the one that obtains the final product. Some important stakeholders are as well the resellers (divided in categories according to region and countries) and the recycling paper companies. HP then has some partners: the ink suppliers, paper and printhead. Worldwide regulations are as well very important to keep in mind, because they are significantly shaping all the process. To conclude there are two final important stakeholders the external partner (SW vendors, page vendors, google and apple) and the competitors (Canon, epson, oce and mobile devices companies).
HP PARTNERS:
RESELLERS:
Ink Paper Printheads
Divided in categories region & countries
WORLDWIDE REGULATIONS
RECYCLING PAPER COMPANIES
EXTERNAL PARTNERS: SW vendors Paper vendor Google Apple
COMPETITORS:
R + D:
Canon Epson Oce Mobile devices companies
Innovation Design (all disciplines) Engineers (all) Quality (HW/SW testing & regulations)
HP LFP
MARKETING:
Strategic Current products Marcom (go to Market)
OPERATIONS:
Customer Assurance Production (Product line, materials, distribution)
CUSTOMERS: Government Enterprises Small / Medium Businesses END USERS
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RESEARCH
2.3.4 INTERVIEWS
At the beginning of our interview process we created an online survey, where we asked our target groups to answer questions in order to get a deeper understanding about paper usage and printing. We got answers from 111 persons from different countries, South America, Europe and Asia, which helped shaping our image about printing and how relevant it is in everyday life. Focusing on large format printing. Through our questions we discovered that most of the people still have a personal connection with paper (82%), which is one of the reasons why we still want to print. Most of our interviewers print at a copy center or at the office and the main reason for printing out is because it is required by the client or due to regulations. This answers showed us that even though with all the technology that can support our work we are still not accustomed to digital solutions because 77% of our interviewers don’t think that digital solutions can fully replace large format printing. They feel that prints are easier to understand and add more value to their work. The information we gathered from the online survey gave us a lot of insights to go further on with interviews and what answers we needed to better understand the situations. From this point we moved to one on one interviews with more detailed and focused questions. We interviewed our main targets, potential targets and
proactives, 19 in total, to understand their day-to-day life and where printing comes into action. We validated our findings from the online survey regarding printing and we also found out that printing is sometimes a stressful process, time consuming and could be more user friendly.
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RESEARCH
2.3.5 ETHNOGRAPHY
Parallel to the interviews we visited an architectural place in Barcelona called Miralles Tagliabue where we interviewed one of their employees. We had a chance to observe the working environment for the architects in that specific office. We saw on every working station architects working on computers with prints of corrected drawings next to them to use as a guidance. Collages for inspiration and mock ups in paper combined with prints to get a better visual understanding of color, texture and material use. When reviewing project on meeting they use printed out drawings to make quick fixes with pen and then make the corrections on computer. We realized that in this architectural place they still use paper to great extent in their working routine, both for their benefits and their clients.
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Miralles Tagliabue studio
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RESEARCH
2.3.6 USER DIARY
To learn more about our targets, the goal was to go deeper in their lives. To see how they were connected to printing and paper on a daily basis. For a wider view, we wanted to include different target members from several parts of the world. Due to this idea, we created a online PDF. Online PDF: It was sent to our target, the AEC (architects, engineers and constructors), designers, photographers and proactives. The diary had a duration of three days, in which the activities were sent. To make it cooler, or less boring we incorporated a gaming method. With this method, we sent winning badges every time they completed a task. For each task, they had 4 different options to deliver it. By a little video, a photo, voice note or writing. Also, for a more engaging process, we were available 24-7 by email and Whatsapp. At the end we had amazing insights, from totally different point of views. We had informations from an architect, a photographer, two proactive and three designers. Some of the insights changed our perspective towards the project. Basically printing was not user friendly and quite stressful for most of them, they loved paper and the vintage feeling it gave them.
Here’s some insights: “After taking the images I have to develop the film and then scan it digitally” -Maria Fernanda Gonzalez Photographer “We started to sketch, my friend uses mostly Illustrator to ideate. I don't personally trust this tool, I prefer the good old paper and pen” - Product Designer “I try to take my hand sketches to any presentation I go to my client’s eyes light up when they see the " real work.” - Product Designer.
RESEARCH
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RESEARCH
2.3.7 USER JOURNEY
After all the research was done, we felt the need to add all the information we had collected so far in a simple and visual way. We decided to use the User Journey mapping, we choose three different targets, the standard extreme user- the Architect, the potential user- the photographer and the inspirational user- the proactive. The User Journey was very important for us, it helped us visualizing and analysing the different behaviors, which in a second time helped us understand how they were interacting with printing and what they expected from it, also which role HP played in their processes.
CREATIVE PROCESS
EMOTIONAL STATUS
CONTEXT
Office Overall Excitement, Brainstorming, Inspired
Office, Around the city
IDEATION PROCESS
Office and/or Copy Center
Overwhelmed, Stressed, Tiredness, Excitement, Happiness
Around the city, Model agencies
Studio or Outdoor Location
DELIVERY PROCESS
Office
CUSTOMER ACTIVITIES
Understand the project Look for inspiration
Briefing (Client based)
Research Moodboards References
Concept and Ideation sent to the client
Printing Materials to set the mood for the project
Get Clothes Book location Book models Hire assistance
Gather the equipment, Take the photos
Select Pictures Organize Retouch & Send
Overwhelmed, Finally seeing the end, Happiness, Accomplishment, Rewarding
Meeting with the client to get consensus
Prints according to clients' needs If needed edit the final photos
TOUCHPOINTS (NEEDS OF PRINTING)
Photoshoot
FACTS
Rarely print at this stage, is expensive & time consuming because they need to go to the copy centre to print
Printing of: large moodboards & same photo references The printing moment is stressful, good quality is expensive & it takes long time
Location & Fashion scouting
Printing of: outfits, ideas & possibly models to wear them
Sending preview to the client (digital)
Print and/or develop negatives
Office and/or Copy Center
The Photographer
JOURNEY STATUS
Give deliverables to the client (printed or digital)
Printing of: photos
Print in a high quality: that brings value
We were really surprised, their printing process was very different from what we imagined. They print references for the client, and the deliverables at the end of the project. Only if the client asks for, if not, they are delivered in a virtual manner. For exhibitions the story is quite different because they need to print in large format all their photos.
IDEATION PROCESS
CREATIVE PROCESS
EMOTIONAL STATUS
Overall excitement, Brainstorming, Inspired
CONTEXT
Mainly Office (onsite for exciting building)
Overwhelmed, Stress, Tiredness
CUSTOMER ACTIVITIES Understand project Look for inspiration
Briefing (Client based)
Sketch, Find a concept, Find materials, Quick 3d view, Models
Concept and Ideation, Site survey
Printing in order to present, Make changes, Understand client
Reviews and meeting with the client
Consultancies for help, Using different softwares, Working in teams
Excitment, Happiness, Rollercoaster of emotions
BUILDING
DELIVERY PROCESS
Gather all the information Print to present Overwhelmed, Last second fixes, Finally seeing the end, Happiness accomplishment, Rewarding
Frustration, Dealing with many different people
The Architect:
Office and/or Copy Center
JOURNEY STATUS
Design presentation, Material boards, Models, Print a copy
Main Ideation (Help of consultancies)
Final Quality check
Final presenation (with client)
Print according to regulations and needs
Final deliverables (for council, constructors)
Follow up with constructor and client (depending on size of the practise)
Actual building process happening
TOUCHPOINTS (NEEDS OF PRINTING)
Printing of: large moodboards, inspiration boards, materials boards, first plans, layout arragment, location picture, site survey Printing of: technical drawings (elevations, plans,…), moodboards, material boards, renderings
FACTS
Needs to go and check if the document is printing correctly
The printer is too complicated to use, consuming time and not eco friendly (because of rework)
Printing of: technical drawings and 3d views
Printing of:technical drawings(elevations, plans,…), moodboards, material boards, renderings
Printing of: technical drawings and eventually 3d views
Need to plan ahead before print
Hard to find the right color
For a little change, needs to print everything again
For them, printing the projects is crucial during the working process. Most of the time they take printed plans to the meetings with the clients. It’s easier and faster for them to make changes, and simplifies the client's understanding. When the project is finished all the documents are printed once again and delivered to the client and government offices.
SHARING
IDEATION PROCESS
CREATIVE PROCESS
EMOTIONAL STATUS
CONTEXT
Excited Outside or Online
Being openminded Observasion
Online research Sketching Speaking with experts
Excited & Critical
Special Workshops (suitable places) Excited, Frustrated, Critical Home & Online
Proud Critical Anxious
CUSTOMER ACTIVITIES
Special event Sharing spaces Online
Testing the limits of the materials, ordering online, programming, use materials in different ways, using 3d software, programming, printing understand problems and apply changes
Video recording, blogging, “exhibiting�, uploading on social media (special communities) Reading more, comparing projects, testing, re-imagining, re-thinking
The Proactive
JOURNEY STATUS
TOUCHPOINTS (NEEDS OF PRINTING)
FACTS
Natural, Inspiration & Trigger point Research (online, speaking, testing...)
Testing Materials Softwares
Adjust & Re-research
Sharing
Opportunity for research & testing to be made on large format
Testing with printed paper, using printing as a media (on different materials or on different devices)
Hard to find a place which is easy and affordable for testing the prints
Printing in order to explain or printing is the media
Evaluating & Understand
They definitely don't have a common creative process. Since the have no established working process, printing might vary from project to project. The high price of printing is a obstacle for them. They are big fans of mixing technologies; paper is involved in some cases in their creations.
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3 . A NA LYS I S
3.1 ANALYSIS OF INSIGHS
After carefully reading all of the interviews that we did personally, or as a group, we decided to meet and share the information with each other. There was of course a rather large amount of information, so we had to call for a different strategy than just reading them to each other. Therefore we decided to go through each interview and write on a post-it any type of information that we personally believed was an insight related to large format printing, and the way the user might interact with it. The information we gathered were very different, spacing from affirmation like “Quality check at the office is required to be made on printed paper” to “I would like to use my plotter more, unfortunately it can only print on paper so I can’t use it as much as a I wish”. Then the fun part came.
We c a m e u p with our own method for an easier understanding of our insights. Formula: Post-its and a very large w i n d o w.
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A NA LYS I S
3.2 PAINS AND GAINS
After a rather quick look at our post-its with the interview’s insights written on them we realized that they could all be categorized mainly under three different group “pains of printing”, “gains of printing” and to conclude “printer of the future”. The last one was mostly a gathering of answers on a trigger question that we asked every interviewer “how would your perfect printer look/be like?”. We then concluded that inside the pains and inside the gains there were some common points, and therefore it was possible to create some sub-categories. The subcategories of the Pains are “quality issues”, “limited functionality”, “environmental issues”, “cost and expenses”, “time consuming process” and “not user friendly”. For “quality issues” what people told us were problems occurring when switching from one plotter to another, the colours will be different and that some plotters were not properly calibrated in order to obtain the desired results. For “limited functionality” the experiences we gathered were comments about the plotter being able to only cut one side of the paper and not being able to print on thicker and different materials. “Environmental issues” is on the other hand a collection of all the worries that the user might have regarding the not sustainability of the paper and the process itself.
“Cost and expenses” is the subcategories that group all the financial worries that the user has while using the plotter for example the cost of the ink, the cost of the machine itself and as well a common insight that was “if I could afford a plotter I would print all the time, but I can not afford it”. “Time consuming process” is a group of problems regarding the length of the printing process itself and the planning that must be done ahead. To conclude “not user friendly” groups everything that users told us about problems encountered during printing e.g. the problems while changing the paper, the fear some people experienced of finishing the paper and asking for help and so on. The subcategories of Gains are “understandable”, “quality value”, “personal connection”, “creative freedom”, “required”, “trust in paper”. For “understandable” what people told us mainly is that paper is a very well know media, therefore both the client and various co-workers feel very comfortable working with it; the client felt safer and for the coworker it’s easier to apply changes and notes on it. Regarding the “quality value” category is mostly a gathering of feelings that users sense while using the media, we experienced this especially with photographer. The “personal connection” category is grouping
A NA LYS I S
statement that regards the feeling people have while browsing a magazine, looking at printed material in an exhibition or simply the ease with which they can read printed information. “Creative freedom” regards mainly the speed with which sketching or expressing quick ideas is, for the users, still faster on paper. The group “required” is a collection of all the information people (mostly architects) gave us on how printing was actually mostly required by or law or the final client or other people working on the project. To conclude “trust in paper” groups everything that user told us about the reliability of printed paper as a media, the battery doesn’t switch off while presenting it, nobody can access the file if you don’t want them to and important documents are delivered in this format therefore that the one we believe the most.
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A NA LYS I S
3.3 "HOW MIGHT WE"
“It’s not complicated: The “how might we” approach to innovation ensures that would-be innovators are asking the right questions and using the best wording. Proponents of this increasingly popular practice say it’s surprisingly effective — and that it can be seen as a testament to the power of language in helping to spark creative thinking and freewheeling collaboration.” 26 (Warren Berger) We decided to use this powerful tool in order to really understand what was bothering the user and in which way we could possibly improve their experience. Therefore for every subcategory of Pains and Gains we created some “How might we”. We then grouped all this HMW in opportunities. But let’s begin with the Gains. We then applied the same methodology to the Pains. On the right side there are keywords that we then brought into consideration in the ideation phase.
PAINS
HOW MIGHT WE...
OF PRINTING
PAIN RELIEVERS
...CREATE AN OVERALL MORE SUSTAINABLE PROCESS?
...CREATE MORE USER AWARENESS?
ECO FRIENDLY
... MAKE IT MORE AFFORDABLE, AVAILABLE TO EVERYONE?
...CREATE A PRINTER THAT DOESN’T NEED MAINTENANCE?
LOWER THE COSTS
... OFFER A FASTER SERVICE?
...CREATE AN EASIER CONNECTION TO THE PRINTER ?
...CREATE A FLEXIBLE, ADAPTABLE, PORTABLE PRINTER?
FASTER, FLEXIBLE
...IMPROVE THE QUALITY WITHOUT MAKING IT MORE EXPENSIVE?
...INTRODUCING MORE FUNCTIONS WITHOUT INCREASING THE PRICE?
...CREATE A PLOTTER THAT COVER MANY DIFFERENT NEEDS?
MULTI FUNCTIONAL
GAINS
HOW MIGHT WE...
OF PRINTING
...PRINT ON A MEDIA THAT COULD BE REUSED?
... MAKE PRINTING MORE FUN?
...CREATE A EVEN MORE RELIABLE PRINTED-PAPER?
...CREATE A PRINTABLE TRUSTABLE PAPER?
...MAKE PRINTING EVEN MORE REQUIRED (REGULAMENTATION)?
...MAKE PRINTING MORE PERSONALISED?
...CREATE AN INTERACTION WHILE PRINTING?
...MAKE PEOPLE FALL IN LOVE WITH LARGE FORMAT PRINTING?
... CREATE A SHARING PLOTTERS SCHEME?(APPS, SOFTWARES, ..)
GAINS OPPORTUNITIES
TRUST
GAMIFICATION
SHARABLE
...INTEGRATE EVEN MORE FUNCTIONS?
...MIX SENSES WITH A PRINTING OUTCOME?
...CREATE A MORE FLEXIBLE IDEA OF PRINTING (SURFACES)?
...CREATE A PRINTED INTERACTIVE PAPER?
...CREATE A LINK BETWEEN PAPER AND VIRTUAL REALITY?
...PRINT INTERACTIVE FILES?
MULTI FUNCTIONS
...HAVE EVEN HIGHER QUALITY MEDIA?
INTERACTIVITY
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4 . I D E AT I O N
4.1 INTRODUCTION
The proactive figure served as inspiration during the ideation. They are people who mix technologies and are not afraid of trying new things. We got into their shoes and flew through time. “Printing” became a dangerous word for us. In a way it was limiting our creativity. All the ideas ended being demolish by the whole idea of printing. We started discussing on what was printing all about, why it existed, what was or is the point of it. Some interesting words started showing up:recording, tangible,understanding, visualizing, tactile,materialize and dematerialize. For us, this was what printing was all about. Having our ideas in a physical media. Collecting stories, experiences, things. After analyzing the situation we had encountered, we decided to invent a word which we would use instead of printing. Creathings. It sums up our whole idea of printing in a much more evolved and creative way, at the end of the day, printing is turning ideas into a physical form. Just as Creathings is. So, welcome to the future, where creathings are helping the human kind and the Earth. We Creathings to become better in the future.
“The Future belongs to those who believe in the beauty of the ir dream s” -Eleanor Roosvelt
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I D E AT I O N
4.2 VALUE PROPOSITION
While creating the value proposition we had in mind, what it is that HP will be offering to their client. Their willingness to embrace new ideas and different approaches to their current market by creating new opportunities for them and the client. HP has been for a long time in the market and been leading in delivering useful products to users both at home and for organizations. Our value proposition is “We Creathings�. We think it suits both HP well and the new ideas that we are proposing based on product, benefits, competitors and new business opportunities, where they can connect to target audience and build upon it.
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I D E AT I O N
SCENARIO I
4.3 POWER BRAIN YEAR: 2020
We have had limited access to our brain and only been able to use 10% of our brain power until now, the year is 2020 and now we are capable of using the brain to its full extent, 100%. With the help of technology we have changed the system. The earth is now a powerful source of knowledge and information. Humans have created new connections, new forms of stimulating and linking with their biggest power source, the brain.
I D E AT I O N
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I D E AT I O N
4.3 POWER BRAINS
4.3.3 DREAM RECORDING MACHINE In a hectic and crazy lifestyle every second counts. At night when you are ready to go to bed, you turn on your dream machine and sleep on. When you wake up a blueprint of your dreams will appear. With this overview of your dreams you can analyze your personal life, new ideas and have a deeper connection and understanding with your subconscious mind.
Sleep and be productive all at once.
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I D E AT I O N
4.3 POWER BRAINS
4.3.4 CREATHING SMARTNESS A new education system is on the rise. Schools as we know them are over. More flexible, creative and dynamic learning are here. Children will learn with multi-sensorial devices that can deliver them an experience. Those multi-sensorial devices will give them a chance to experience first hand what they are learning, for example by touching sand when learning about an exotic destination or smelling the salty water.
Experiences are the base of the new education.
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I D E AT I O N
4.3 POWER BRAINS
4.3.5 MIND READER For faster and more efficient results in prototyping everyone can develop their own products, ideas. These products are created by your thoughts; the machine will follow your orders and build the desired prototype. The machine can also be controlled by your voice.
Yo u r thoughts are now r e a l i t y.
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I D E AT I O N
SCENARIO 2
4.4 DIGITAL WELLNESS YEAR: 2025
Nowadays diseases are a far memory. Medicine as we used to know its over. No more doctors, no more hospitals. Technology has made us healthier, younger and more powerful humans. Evolution comes to the ones who believe in technology.
I D E AT I O N
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I D E AT I O N
4 . 4 D I G I TA L W E L L N E S S
4.4.3 POWER BODY A small but powerful device will co-exist inside your body. Each day it will measure your wellbeing, analyze every detail of your body, and give you the nutrients you are missing, as well as your daily medicine. You have your own personal doctor measuring your every move and taking care of you.
Yo u r b o d y is always at 100%.
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I D E AT I O N
4 . 4 D I G I TA L W E L L N E S S
4.4.4 CREATHING HEALTH Imagine getting inside a fabric that rejuvenates all the cells of your body. It takes away your sun marks, wrinkles, keeps your muscles in shape and overall maintains you young and strong. Aging is not a factor anymore.
Aging is so 2015...
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I D E AT I O N
4 . 4 D I G I TA L W E L L N E S S
4.4.5 DIGITAL DIAGNOSIS With a home scanner you will be able to connect with your doctor or wellness professional of your choice. They will evaluate your body and see how you are doing, if a problem is spotted, they will automatically connect with the Body Power nutrient device and send you the medicine you need.
The era of disease is o v e r.
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I D E AT I O N
SCENARIO 3
4.5 ENVIRONMENTAL ADAPTION YEAR: 2050
Earth was once known for its amazing deep blue oceans thriving with life, huge forests and jungles hugged our planet creating pure oxygen. Today things have drastically changed. Its all about the survival of the fittest. The only thing supporting the human race is technology.
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4 . 5 E N V I R O N M E N TA L A DA P TAT I O N
4.5.3 CREATHING OXYGEN The environment has changed drastically in the world, with more air pollution there is a need to make the planet better for all the living creatures. We designed a product that is able to Creathing Oxygen and clean the Earth. They will be in your house, buildings, clothes, anywhere.
Clean, create and help earth.
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4 . 5 E N V I R O N M E N TA L A DA P TAT I O N
4.5.4 PORTABLE RECYCLING Humans are not disposing waste anymore, it's against the law. With a portable machine you can recycle your waste and create new desirable products from the previous waste. Everything can be recycled and the creation opportunities are almost infinite.
The era where everything is reusable.
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4 . 5 E N V I R O N M E N TA L A DA P TAT I O N
4.5.5 CREATHING FERTILE SOIL With the environmental change overrun by humans, the soil is getting worse by the minute. Agriculture is just a faded dream of the past. We have no soil, no food. Our only way out is to Creathing soil, and restore balance in nature's path.
Never stop growing life.
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4.6 SCENARIO MAPPING
For a better understanding of our ideas we created a map, in which we could see the interaction and how they were connected between each other. The map is divided in three segments, Human Benefits, Personal Wellbeing and Environmental Benefits. Human Benefits is all about the improvement those ideas can give to the human race and society. Personal Wellbeing is about health and a better life for individuals and Environmental Benefits is how the ideas support planet Earth. As you can see, all the ideas are interconnected but mostly on the human side. Although, after analyzing it was visible that some ideas had the same path. Were they very similar between them? Continue reading to see their evolution.
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I D E AT I O N
Human Benefits Dream Recording Creathing Smartness Mind Reader Body Power Creathing Health Digital Diagnosis Creathing Oxygen Portable Recycling Creathing Fertile Soil
Personal Wellbeing
Environmental Benefits
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5. PROTOTYPING
5.1 PLANNING
As you have read, our concepts and ideas are very futuristic. While thinking of how we would develop our prototyping sessions, we weren’t really sure on how people would react. Would they understand? Will they have more questions than reactions? Finally, we were advice to prototype with children. Why children? Well, they are the ones that are gonna live in our scenarios, use our ideas in their daily life. We began to scout for children. Since we are a multicultural group, we wanted to find kids from different countries and ages to obtain a wider perspective. Therefore after a few days of planning and searching we found four children, ages 6 to13 from, Iceland, Costa Rica and Barcelona. To develop a more accurate prototyping session a planning map was created. Our goal was to test each scenario with an specific trigger question. This question was thought through so that it will stimulate the children, to get their ideas going. With props and storytelling we traveled to the future. Three different methods were used. Role play, storyboard drawing and building. The sessions and the results just blew us away. If all the sessions were to be summarized in a word, it would be “amazing”!
“The true sign of intelligence is not knowledge but i m a g i n a t i o n” -Albert Einstein
ENVIRONMENTAL ADAPTION
ACTIVITY
DIGITAL WELLNESS
ROLE PLAY
STORYBOARD
HOW
POWER BRAIN
Acting / play roles
Drawing story
Construct your breathing device
If there is a connection between doctor and patients
See if they connect nature with technology
If they need physical things to be able to read mind
If medicine will exist or not
See their survival instincts
Surrounding People Nature Toys “magic wand”
Paper Pens Paper Board Pictures Glue Scissors
Play dough Lego Clean trash
10 min
10 min
TRIGGER QUESTION
DURATION
MATERIAL
WHY
See their reaction
10 min
Wouldn’t it be amazing to read your parents mind to know what they are thinking
Imagine that you are in 2050 .. And you get sick…
How would you do it , do you need something in your body?
What could happen, will there be a doctor Medicine you / no ?
Show us with playing
CREATING WITH YOUR HANDS / BUILDING
Imagine that you are in the moon and there is no air. How could you breath ? Build a breathing device.
PROTOTYPING
5.2 SESSIONS
Sverrrir Ingi AGE: 10 Icelandic This session was done via FaceTime. Talking about futuristic approaches, the distance made us get creative. Storyboard Trigger question: Imagine that you are in 2050, and you get sick...What could happen, will they be doctors? Medicine? Result: Robots = the new doctors “You wait in a floating tank with air, the robot senses that you are sick and comes and helps you.” “Robots in the future will help you instead of doctors. There are no doctors.” “The robot senses with one press on a button, which is located on the robot, what is wrong in the human body and what medicine needs to be given to heal it.
Building Trigger question: Imagine you are in the moon and there is no air. How could you breathe? Build a device. Result: Plants involved in the production of oxygen. “You need star galaxy powder and plant powder mixed together to help you breath. And you don't have to take vitamins” “There is something on the top that you press that knows right away which air you need to get this time around.” “You shake the breathing device and press the button for which air you need, then open the bottle to breath the air.” “You only need to breath the air once a week because of the star dust.”
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Sebastian Xirinachs AGE: 7 Costa Rican Since they were the smallest of the group, a explanatory futuristic video was sent beforehand explaining and transporting them to the year 2025-2050. Then FaceTime futuristic prototyping happen. The videos got the little ones extremely excited. Maybe a bit too much jaja!
“The beds for the sick ones will have wheels, like monster trucks, some of them can fly”
Storyboard
Result: Space ships can feed you oxygen for days.
Trigger question: Imagine that you are in 2050, and you get sick...What could happen, will they be doctors? Medicine? Result: Magicians and magic papers will cure people. No doctors “Magicians on flying jets people will cure the ill ones” “There are gonna be as well flying papers that, when in contact with the sick person will cure them”
Building: Trigger question: Imagine you are in the moon and there is no air. How could you breathe? Build a device.
A spaceship was built with a lot of old toys. You breathed oxygen through a hole on the spaceship, and you could last a day without oxygen and nothing will happen.
PROTOTYPING
Lydia Placios AGE: 13 Catalan This was our oldest girl tested. The session was personal, we went to her house and played with her. Storyboard Trigger question: Imagine that you are in 2050, and you get sick...What could happen, will they be doctors? Medicine? Result: No doctors, one pill will cure all the diseases. “There will only be one pill for all diseases” “No doctors” “Different flavors, like candy, they all taste good” “You will already have in your house this medicines, and you will never have to buy them” Role Play Trigger question: Wouldn't it be amazing to read your parents mind? How would you do it? Do you need something in your body?
Result: A chip in your forehead that can read minds, it can be turned on and off, and be as powerful as you want. “With a chip, on your forehead you can read the mind” “ There are different types, more powerful or less depending on what you want to know” “You can buy them also for your age” “The chip can be turned on or off with the brain” “You could read animals, computers anything you want” Building Trigger question: Imagine you are in the moon and there is no air. How could you breathe? Build a device. Result: A machine that gives you oxygen by putting on a cream, no need to breathe anything. “With this machine, you can click the time you want. It gives you a special cream”
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“The cream lets you breath the amount of hours you choose” Since we had this one to one prototyping session we went ahead and did another test. Drawing: Trigger question: How would we recycle in the future? Who will recycle? Result: A huge recycling machine available for everyone, its always working. “There is a computer that tells you what you can recycle or not, for example houses can be recycled here, that’s another machine” “When you add something that can be recycled it is burned with some lasers and something else is created” “Its the size of a football field” “Anyone can use it”
PROTOTYPING
"Ever ything you can imagine is real" -Pablo Picasso
5.3 RESULTS
Our prototyping sessions gave us really interesting feedback. The children didn’t doubt a single second about their answers, after we asked them the trigger questions, they knew exactly what to say, getting right into it. They felt secure while creating the prototypes, the way they explained them, the calmness and the natural feeling of “having a robot at home” or “collecting stardust and plants to breath” was almost too real for us. For them there are no boundaries between the ways they use technology and their life. At a young age, they contemplate innovative possibilities as almost obvious concepts. Some interesting insights we collected where: The interaction with technology is a normal thing. They mixed the analog and the digital world in their ideation. Robots, spaceships, stardust, everything is possible. Most of them answered what we wanted to hear with our “why’s” in the planning map. Which pointed us to narrow our ideas.
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Conclusion Children nowadays take technology for granted, they are born with it. For us seeing a robot is something futuristic, for them is something that’s going to happen eventually. They are the future, and the future is limitless. After analyzing our insights and results we gathered from the prototyping sessions, we decided to narrow our ideas to three instead of nine. The children helped us to point out that some of our ideas were a bit similar in between them. Which caught our attention on how can they relate to our final client HP. We had a true challenge, toning down the ideas is not an easy task, but fortunately an interesting one. If it wasn’t for the sessions, and insights we would not have known which road to take at this point.
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PROTOTYPING
5.4 BUSINESS MODEL CANVAS
The Business Model Canvas, is a strategic management tool. It allows you to describe, design and challenge your business model. It is a visual chart with elements describing a firm's or product's value proposition, infrastructure, customers, and finances. Let’s have a closer look at each one of them. Customer Segments: Who are the customers? What do they think? See? Feel? Do? Value Propositions: What’s compelling about the proposition? Why do customers buy, use? Channels: How are these propositions promoted, sold and delivered? Why? Is it working? Customer Relationships: How do you interact with the customer through their ‘journey’? Revenue Streams: How does the business earn revenue from the value propositions? Key Activities: What uniquely strategic things does the business do to deliver its proposition? Key Resources: What unique strategic assets must the business have to compete? Key Partnerships: What can the company not do so it can focus on its Key Activities? Cost Structure: What are the business’ major cost drivers? How are they linked to revenue?
KEY ACTIVITIES
PARTNERS •Education institution that are interested in new learning approach
Continuos customer development Continuous feedback from customer Continuous software development Market & advertising (schools campaigns) —Production (to be discussed with HP) Logistic
•Government as well could be founding this new learning approach •HP internal R+D department •External expert on kids software development •Research centres for kids •Venture capitalist •Ink & materials suppliers
87 CUSTOMER RELATIONSHIP VALUE We are creating value for schools and children
HUMAN:
Copyrights
R+D team
Licences (kids)
Engineers
Research of kids
Sales department
behaviour
Business
Softwares
development
PHYSICAL:
FINANCIAL:
General hardware
Venture capitalist
Production site
Private investors
Ink & materials
Possibly HP
Customer centre and assistance Virtual assistance experience (step by step helping experience)
CHANNELS
KEY RESOURCES INTELLECTUAL:
Customer social network
AWARNESS:
DELIVERY:
Advertising
Valuable softwares
Marketing
Tailor made
•Government (public education)
Product fair
AFTER SALES:
•Private centres
Schools campaigns
Social network
EVALUTATION:
Customer cente PURCHASE:
Virtual assistance
Online market Retail stores
REVENUE STEAMS
COST STRUCTURE
Assets sales Subscribers-Usage fees Renting plans Licensing (software sales) Paid customer training Advertising
VARIABLE
Teams salaries Suppliers expanses Rents Utilities (bills) Partners salaries Interests rates (% of business)
Research costs Software development
•Education institutes (alternative institutions, primary school, secondary, private and public, teachers, ..)
- learning experience
•Bank loans
FIXED
CUSTOMER SEGMENT
•Private Niche market with potential to go mainstream
this business is value driven
In the case of “Creathing smartness” the main partners are the education institutions and the government. HP internal R+D department would play an important role as well. In order to develop the right software the help of external expert on kids behaviour and kids research centre would be fundamental. To conclude finally the help of venture capitalist and bank loans will be needed and of course the supplier of Ink & material are needed too. Key activities includes the continuous development of the software according to the use the kids make of it; Marketing and advertising and of course production and logistic. Key resources and cost structure are pretty simple to understand. In the customer relationship a fundamental tools is the customer social network, where user of the machines could share their experience and learning methods used. Together with a normal customer service we would like to offer a virtual assistance, which is like an OS following the user step by step.
Main customers are the education institutes, the government and private learning centres. The idea is that with time the production costs will lower and making this product available for every family transforming the way kids learn. Channels are simple with a focus in after sales. The revenue streams are mainly summarized in 6 channels which are the assets sales, Subscriber and usage fee, Renting plans, Licensing (when other people are using the software), Paid customer training (for the teachers to learn how to use the machines) and to conclude advertising that could be placed within the machine.
KEY ACTIVITIES
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PARTNERS • Hospital and Public health care system • INK: -Pharmaceutical Industry (Chemical Engineer developer, Clinical research, Scientists ) -Cosmetic Industry (Chemical Engineer developer, Scientists ) • MACHINE: -HP internal R+D department -Engineers (Production, Mechanical,..) -Product designer/ developers -Bank loans -Venture capitalist Investors (stock shares)
Researching on the different inks Researching the “surface” Develop the machine Market & advertising —Production (to be discussed with HP) Logistic
CUSTOMER RELATIONSHIP VALUE
Virtual assistance experience
We are creating faster and accesible medicine
KEY RESOURCES INTELLECTUAL
HUMAN
Copyrights for ink
Pharmaceutical &
& surface
cosmetic research
Licences
team
Research on
R+D team
ink & surface &
Engineers and
medicine
developers
Softwares
Sales department
PHYSICAL
Business
General hardware
development
Production site
FINANCIAL
Ink & surface
Venture capitalist
Customer centre and assistance After sale services Premium membership option (directly to doctors, personalised service, ..)
CHANNELS AWARNESS:
DELIVERY:
Advertising
Effective inks for fas-
Marketing
ter healing process
EVALUTATION:
Tailor made medicine
Product fair
Third world countries
Pharmacy
adaptable
partnership
AFTER SALES:
PURCHASE:
medical database
Online market
customer centre
Retail stores
Virtual assistance
One to one sales
(help app)
CUSTOMER SEGMENT •Personal use (mothers, children with skin diseases recurring illnesses) •Hospital & public health system Medical schools, emergency rooms, .. •Private clinics Dermatologist, beauty centres, SPA •Private Doctors GPAs, .. •Schools & public buildings •Pharmacies A product that is mostly mainstream
Hospitals
Private investors Possibly HP
COST STRUCTURE FIXED
VARIABLE
Teams salaries Suppliers expenses Rents Utilities (bills) Partners salaries Interests rates (% of business)
Research costs Software development this business is value driven
In the case of “Creathing health” the main partners are the hospitals and public health care system. Then we have two different type of partners, the ones that creates the “medicine ink” (pharmaceutical and cosmetic industry) and the ones that develop the machine (engineers, product designers, ..). Key activities includes the research that has to be carried out on both the ink and the printable surface, the development of the machine, marketing and advertising and to conclude production and logistic. Key resources and cost structure are pretty simple to understand. In the customer relationship together with a normal customer service we would like to offer a virtual assistance, which is like an OS following the user step by step. We as well developed a premium membership, which allows the user to have a more personalised service, always speaking with the same person in case of emergency, having a direct line with a doctor, .. Main customers are privates that
REVENUE STEAMS Assets sales: -the “medical ink” to fill the device -the device (the fabric device) -the surface already done and ready for use Usage fees Renting plans Licensing (ink & surface) Premium membership option
use it at home, hospitals, private clinics, private doctors schools and public buildings and pharmacies. Channels are simple with a focus on the fact that this machine could be placed in third world countries and give access to medicine to needed people. The revenue streams are mainly generated by the sales of the medical ink, the device itself and the printable surface. Other incomes are generated by usage fees, renting plans, licensing of both ink, printable surface and machine and to conclude by the premium membership option.
KEY ACTIVITIES
PARTNERS Government Non-governmental environmental organisation
Researching on the different materials and surfaces Develop the machine Market & advertising Develop one on one plans with government —Production (to be discussed with HP) Logistic
• LEAF: Biologic Research: Biotechnology engineers, ScientistsChemical Engineer developer, • MACHINE: HP internal R+D department Engineers (Production, Mechanical,..) Product designer/developers Bank loans Venture capitalist Investors (stock shares) Investors (stock shares)
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CUSTOMER RELATIONSHIP
VALUE We are creating a positive change in our habitat
Customer centre and assistance Installation/maintenance service After sale services
CHANNELS
KEY RESOURCES INTELLECTUAL:
HUMAN
Copyrights for
Biologic research
surface & formula
R+D team
Licences
Engineers
Research on
Sales department
surface & formula
Business
Softwares
development
PHYSICAL:
FINANCIAL
General hardware
Government
Production site
Non-governmental
formula & surface
organisation
AWARNESS:
PURCHASE:
Advertising
Online market
Marketing
Retail stores
Non-governmental
One to one sales
organisation
DELIVERY:
EVALUTATION:
Effective natural air
Product fair
cleaning methods
Sensibilization
AFTER SALES:
campaigns (schools)
Customer centre
Government
Maintenance service
CUSTOMER SEGMENT • Government around the world (public buildings, urban landscape, schools, hospitals, ..) • Countries with pollution index higher than acceptable • Personal use: -houses -hospitals -offices
campaigns
Venture capitalist Private investors Possibly HP
COST STRUCTURE FIXED
VARIABLE
Teams salaries Suppliers expenses Rents Utilities (bills) Partners salaries Interests rates (% of business)
Research costs Software development
REVENUE STEAMS Assets sales Renting plans (specific environment) Licensing (formula & surface) Installation service Replacing service
this business is value driven
In the case of “Creathing oxygen” the main partners are government and Non-governmental environmental organisation. Other key partners are the ones working on the leaf, the ones developing the machine and to conclude the financial related ones. Key activities includes the research that has to be carried out on both materials and surfaces, the development of the machine, marketing and advertising, the development of a plan with the government and to conclude production and logistic. Key resources and cost structure are pretty simple to understand. In the customer relationship together with a normal customer service we would like to offer a installation maintenance service and an after sale service. The idea is then to develop two different customer segment, one is the government and countries with high pollution index and the second one is the final customer that would make a private use of it. Channels are simple with a focus on campaign that could be carried out to make people understand the importance of clean air. The revenue streams are mainly generated by the assets sales,
the renting services, licensing and to conclude the installation and replacing service.
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6. OPPORTUNITIES
PREFACE
After prototyping the ideas and analyzing the insights, we picked our final three. This ideas are the base of our project. They were created to be subtitle for HP in the near or far future. With them, we are giving the company new business opportunities, opening new doors where unexplored areas await to be explored. The first part we present are the Actions, this is how we called what’s going on out in the world as we speak, and the reactions are the final ideas.
“Some day you will be old enough to start reading fairy tales a g a i n .” - C . S . Lewis
OPPORTUNITIES
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6.1 CREATHING SMARTNESS 6.1.1 ACTION
6.1.2 REACTION
As Howard Gardner states: “Anything that is worth teaching can be presented in many different ways. These multiple ways can make use of our multiple intelligence ” 27 The educational system is changing. More technology equals more possibilities of learning, available for more children worldwide. “1World asked its members if they believed schools should incorporate more interactive technologies and 84% of respondents thought it was a necessary step. However, adding more technology to the classroom isn’t as easy as giving all the students iPads—it’s important to implement the right types of technology as well” 28 “In a recent survey, 62% of respondents reported that e-learning will be an important next step for the evolution in education” 29 It is interesting to read various opinions going on world wide, for instance “Since education has ran about five years behind, 2020 should be the year that smart engines begin contributing at scale to the learning of what’s likely to be three billion connected people on planet earth.” 30 (Tom Vander Ark) So we are entering the era of experience learning, via connectivity and technology. We are proposing HP to enter the education world, with an innovative proposal that can change perceptions.
Today, the education system is not up to date. Children are being treated as grown ups, not as playful smart kids. We’re designing a new way of education. Hp can develop partnership with schools, and create HP rooms. Rooms with devices for interactive learning. They will “print” different materials, fabric, organic resources. The machines will deliver a 5 sense experience. Smell, touch, hearing, taste and sight. This will give the children a faster and interactive learning experience. HP rooms could be developed in every kind of school and institution in every part of the world. The devices could adapt to the needs of different environment and children of every age. HP rooms will change the education system and give more power to the growing brain.
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OPPORTUNITIES
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6.2 CREATHING HEALTH 6.2.1 ACTION
6.2.2 REACTION
Technology has been the basis of health during many years. Did you know that a small patch is going to replace insulin injections for the diabetic? 31 Nanobots have a promising future, “These miniature robots would function like their full-size equivalents with their own sensors, and propulsion systems and could perform small tasks like delivering chemotherapy 1000 times more powerful than using drugs and would not cause as many side-effects to patients like the current treatments do”.32 (Jonathan Govette). It is visible that traditional medicine is changing by the minute. “Hospitals are a place to go when you’re sick to get treatment, but did you know that in the United States, more than 2 million people are affected by hospital-acquired infections every year, and 100,000 people die as a result. and it costs an estimated $20 billion to treat these infections.” 33 (Jonathan Govette) There are also big companies who are blending printing and technology into their ideas. For instance L’oreal. Who is 3D printing skin to stop animal cosmetic testing.34 Nowadays we want everything faster and easier, even when dealing with our health. “More than 40% of consumers say that information found via social media affects the way they deal with their health.” 35 (Susannah Fox) “90% of respondents from 18 to 24 years of age said they would trust medical information shared by others on their social media networks.” 36 (Miranda Miller) Why this matters: A millennial’s network on social media is a group of people that is well trusted online, which again, presents an opportunity to connect with them as health care professional in a new and authentic way. With all this going on we support our idea, Creathing Health.
Treatments nowadays are not easily accessible to everyone, people forget their prescription medications and can’t control dosage and quantities. People need a more personalized approach to health, which can be fast, and effective. There is a big movement of companies investing in the field of health. We’re creating an easier and more accessible medicine. HP can develop a partnership with pharmaceuticals industries. We’re creating a machine that powered by different “medicine-inks” will “print” transparent films in order to help the user in case of burns, acne, scratches, and more diseases. The films will blend with your skin and get absorbed by it. There are going to be different inks, for home use and for hospital use, some needs a prescription and some don’t. Home device: You can buy the inks and print the medicine on your own. It will be great for emergencies and returning chronical illness. Hospital: Doctors and staff are creating more serious medicines that can still be applied in the same way. This films are adaptable and personalized for every single person. You can mix medicines to sleep better, for less anxiety, diabetes, eczemas, disinfectant, and the list could be endless. This device could make the user save money because they will be buying the active ingredient and use it for several different compounds. This machine could be placed in developing countries in order to make medicines available for everyone.
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OPPORTUNITIES
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6.3 CREATHING OXYGEN 6.3.1 ACTION
6.3.2 REACTION
Not everything in life is living colors. We have a dark side, the contamination of the planet It’s sad to see the growing numbers in Asia. Did you know that the rising air pollution in Beijing, made them create a new disease called “Beijing cough”?” 38 Or that “Inhaling air pollution takes away at least 1-2 years of a typical human life.”? 39 We need to think about the future. There are some countries taking actions in matter. For example Costa Rica and its usage of renewable energies for electricity.40 Or the case of the The Ocean Clean Up, as they say “The largest cleanup in history” 41 With technology and knowledge the first handmade leaf has been made, which excites us a lot. The Silk Leaf is “a modular device that photosynthesize made of a biological material mostly composed by Silk protein and chloroplasts. Silk Leaf absorbs CO2 and produces oxygen and organic compounds thanks to the photosynthetic ability of the stabilized chloroplasts inside silk protein. Any visible light and water is needed to enable the reaction. ” 42 (Julian Malchiorri) We are taking actions on the matter, this actions are business opportunities for our client HP.
As time passes by the quality of the oxygen is slowly deteriorating. In countries like Japan and China the pollution levels are very high and affecting negatively everyday life. HP can develop a partnership with worldwide governments. We will develop a device that will be able to “print” a material that creates oxygen. This material will be applied in a larger scale to urban landscapes; buildings, walls, main avenues, … This material will be the lung of cities around the world giving the inhabitant fresh and clean air. In a smaller scale this device could be used to create smaller gadget that can be placed inside houses. This printed material will help improving the quality of the air within different spaces of the household, creating a more kids-friendly environment and improving our everyday life. This device will be as important as air conditioning in the future and an important requirement for a good living environment.
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7. CONCLUSION
After reevaluating our project, we came up with two different conclusions. The first one is that the future is closer than what we believe. Technology is a such a strong influence in our everyday life, without realizing it causes changes constantly. The second conclusion is that for a big company such as HP, the opportunities to grow even more are endless. With our three ideas and business opportunities, we offer them the chance to innovative in the near future. Be open to seek new targets which will guide them to success.
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8. BIBLIOGRAPHY
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THANK YOU By The Kahlos