LaCie Brand Report

LACIE

Matthew Buckland Andrew Binnie Neethu Mathew Sam Whyman Andrew Guscott Rory Southworth

ABSTRACT

T

he future of the computer peripherals market is anything but secure, and the rise in cloud computing is the warning sign signalling the beginning of the end for many computer hardware brands. In addition, the growing rise of elderly citizens continues to put strain on European healthcare systems and governments are looking to self-medication models as a solution. This report investigates LaCie one of the most iconic designer hardware brands and how their current business model puts them into a unique position to move into the growing health monitoring market in the future.

LACIE

CONTENTS Introduction

6

History

9

Brand Analysis LaCie Now Brand Iceberg Mission Statement Brand Foundations Current Offering Surface Language LaCie Is/LaCie Isn’t If LaCie Were a Person

13

LaCie Market Market Analysis - Hard Disk Drives Direct Competitor Analysis Direct Competitor Matrix Indirect Competitor Analysis The Rise of Cloud Computing LaCie Swot Analysis

39

Changing Healthcare The Brand Repositioning Heathcare Crisis E-Patient Digital Health Self-Monitoring Self-Monitoring Summary Genome Sequencing 3D Printing Data Security Summary Acceptability of Monitoring Devices Acceptability - Successful Devices

51

Project Directions Approach Surface Metaphor Personas The Stress Hormone - Buckland Pheromone Analysis - Binnie Environmental Analysis - Mathew Hand-Held 3D Imaging - Whyman Non-Intrusive Diagnosis - Guscott Smart Administration - Southworth

75

Conclusion Our Process Hard Drive to Health Process - Other Avenues Explored

105

References

110

Image References

115

6

INTRODUCTION

I

f you are someone who has a persuasion for computing, design, or a taste for tech culture you will have probably heard of LaCie, and if not then you probably won’t. This niche consumer base is what has distinguished LaCie from the competition since its creation, keeping a steady stream of avant-garde clientele running through the business. But with such a small slice of the overall pie will LaCie’s business model be enough to sustain them as the plates of technology and economy shift beneath them. And if not then what happens next?

7

LaCie Porsche Design P9220 (LaCie, 2013)

8

Hard Drive Mechanism (My-walls, 2013)

9

HISTORY

D

espite the French sounding name, LaCie actually began life in the USA. However, it did gain French roots in later life when it was acquired by Paris based electronics company électronique d2. Both companies were founded around the same time, 1987 and 1989 respectively [1], and shared very similar goals that would lead to their eventual merging.

électronique d2 Founded by Pierre Fournier and Philippe Spruch, d2’s small beginnings involved assembling hard drives in external SCSI casings and selling them as high quality external devices [2].

By 1990, the two man company had outgrown out their Paris apartment and had moved to new premises in rue Watt. To maintain their competitive edge, d2 moved away from solely designing hard drive casings and expanded with investments in research and development to start producing their own complete products [2].

The company began to open subsidiaries around Europe, with offices in London, Brussels and

Copenhagen opening in 1991.

Further expansion required d2 to move beyond the Mac market and begin targeting PC users.

LaCie Joel Kamerman, his parents Robert and Tudy Kamerman and Roger Bates founded LaCie in Tigard, Oregon. LaCie’s objective was very similar to électronique d2’s, where the creation of premier products through quality industrial design and value added software differentiated themselves from the rest of the market.

Both companies based their storage solutions on the SCSI interface standard for external devices. This meant that due to Apple computers adopting this standard as its main peripheral device interface, both LaCie and d2 became closely associated with the Macintosh platform [3].

The design of computer hardware through the 1980’s paid little attention to aesthetics, with much of the market being saturated with beige cases and plain shapes.

“We believe in design and technology.

We believe in people and relationships” Philippe Spruch Chairman

German subsidiary established in Düsseldorf; d2 moves its HQ to larger premises in Massy.

électronique d2 expands and moves to new premises in rue Watt, Paris.

électronique d2 buys LaCie, a subsidiary of Quantum.

This gains d2 foothold in the North American market; Subsidiaries are also opened in Madrid and Milan.

1996

1995

Subsidiaries opened in Rotterdam and Basel.

Plus Development, a Quantum Corp. subsidiary, acquires La Cie, Ltd.

d2 establishes the first subsidiary in London. They develop their first d2 SCSI card for the PC environment.

1992

1991

1990

Pierre Fournier and Philippe Spruch founded électronique d2 in Paris, France.

1994

1993

La Cie, Ltd. is founded in Tigard, Oregon, USA. It introduces the Cirrus Drive, the first external drive to win an industrial design award.

1989

1987

10

d2 open offices in Stockholm and the Canadian subsidiary of LaCie is opened in Toronto. électronique d2 is listed at the Nouveau Marché in Paris.

d2 opens offices in Brussels and Copenhagen; Philippe Starck and Neil Poulton design new hard drive models.

“The transaction would combine two highly complementary product and technology portfolios”.

First 1 TB external Hard Drive, the LaCie Bigger Disk

2002

Creation of the Japanese subsidiary; launch of the first 18-inch flat panel monitor and DVD players.

The success of both d2 and LaCie came from understanding the need for more design focused products that would suit users commonly associated with the Macintosh platform. This included designers, artists and other creative professions [2].

By the time LaCie was purchased by d2 in 1995, they

LaCie acquires Caleido, a Peer to peer storage start-up, with their product named Wuala.

2012

2009

Establishment of the Australian subsidiary; launch of the PocketDrive, a 2.5” peripheral disk drive.

2001

2000

The name “LaCie” replaces “électronique d2” as the worldwide brand name of the group.

Launch of first 500 GB external Hard Drive: the LaCie Big Disk; portable drives designed by F.A. Porsche line of storage solutions; first Triple Interface Hard Drives.

2009

2003

Transfer of LaCie US to new premises in Portland; LaCie launches range of high-end 21” monitors and colour management devices.

1998

1997

11

Seagate announces plans to purchase LaCie for $186 million US Dollars, pending regulatory review, expected to complete in 2014.

Launch of the Fusion CD-RW and the first DVD rewritable drives.

had won industrial design awards for every external product they introduced to the market.

D2, too, found success by hiring designers like Phillipe Starck and Neil Poulton, who also earned design awards for the company. Poulton would go on to design the graphics, logo, literature, packaging and overall

corporate identity for both d2 and then LaCie upon purchase. In March 2012, Seagate Technology announced that it would purchase LaCie for $186 million, with Seagate noting that “The transaction would combine two highly complementary product and technology portfolios”.[4]

12

13

BRAND ANALYSIS

14

LaCie Porsche Design P9233 (LaCie, 2013)

15

LACIE NOW

L

aCie as a brand demands status.

Compared to competitors their products demonstrate higher performance and a physical presence that is unmatched. This section explores the reality of how well these characteristics translate to a very competitive and saturated market. The aim of this section is to highlight the weaknesses and the potential opportunities for LaCie taking into account market trends and technological advances.

LaCie’s current product offering is analysed and alongside market information, key direct competitors are identified.

As well as direct competitors who operate within the hard drive market, there is a need to identify indirect competitors

within the cloud storage market.

This section concludes with the detrimental effect that cloud storage is going to have hard drive market as a whole and finally how this directly affect the future operations of LaCie.

The aim is to highlight weaknesses and potential opportunities for LaCie

16

VISIBLE BRAND From its humble origins LaCie has continued to build on the values at its foundation. Distinguishing itself with a clear objective to merge both design & technology.

Through the brand iceberg we can take a look into what constituent parts form the LaCie brand, from the external identity to its core brand values.

Name: LaCie -“The Company�

Logo: The use of blue and white in the LaCie logo project the emotions of trust, strength and reliability.

Visual Identity: Variable executions of high fashion, avant-garde aesthetic computer technology. Functional yet playful.

Design Language: Sharp, Metallic, Geometric, Grey, Silver, Black & blue accents.

Product Touch points: Clean hard edges and corners, cool metallic surface finishes.

Environment: Creative consumer and corporate designer workspaces.

17

INVISIBLE BRAND The touch points, material selection and tone of voice all hint towards a company built on performance and quality.

Though this, LaCie is able to build an invisible side to its brand; a side that is only picked up in your periphery, but is of utmost importance to its future.

Tone of Voice: Playful, yet serious when the time comes.

Perceived Performance: The use of high quality components under the hood, flawless surface finishes and quality materials mean that LaCie gives an impression of functional excellence and reliable technology.

Artistic Presence: Visually stimulating, aesthetically designed objects - a piece of furniture for your desk or pocket.

Simplicity and Usability: Clear, identifiable operation and user centred design. Clear white LED status lamps and single cables make usability a stand out characteristic for LaCie.

18

MISSION STATEMENT At LaCie, we combine design and technology to result in products that are both beautiful and performance-driven. We work hard to make your digital life better.

LaCie understands the importance of your data and how difficult it is to replace. That’s why they endeavour to only use the best quality components and houses them in well designed, rugged and dependable houses.

They expect the best from their designers to deliver functional, beautiful products that understand and serve the needs of their customers.

LaCie believes in design and technology.

LaCie believes in people and relationships [5].

19

BRAND FOUNDATIONS Performance

Security

Support

LaCie’s outward consistency will be maintained in any new market sector by building on its three core brand foundations, performance security and support. Augmentation of these foundations, new possibilities can arise.

Performance

Security

Support

The user expects high quality components, flawless design and the optimisation of technical innovations in their products.

These traits can be brought to the forefront of consumer personal healthcare devices. The products created will be clear in their purpose, and provide an opportunity for them to develop on their highly marketed phrase of “user centred design”.

LaCie’s emphasis of data security will be the core building block for this market diversification.

The “trust” that the company has already fostered in its devices will be heavily optimised in this new market sector, as the user will trust the product with their personal data. A perfect extension for LaCie to expand on their distinctive marketing strategy.

The basic customer support service LaCie currently provides can be optimised in this new market sector. The data collected from these tangible products of personal healthcare can be can be pushed into the field of software analysis and visualisation, to truly support the user in their healthcare choices.

20

CURRENT OFFERING Solutions 22% Basics 32%

Percentage sales per category [6]

Prosumer 46% LaCie current range of products can be separated into three main categories: a ‘basics’ category, ‘solutions’ category and ‘prosumer’ category [7]. Each of these three areas targets a specific area of the market and therefore a different end user.

Basics

Solutions

Prosumer

Products in this category offer simple solutions to increasing the storage capabilities of personal computing. These products are suitable for any work or home environment and offer the speed and reliability expected from a LaCie product, but a basic form factor allows for reduced cost.

These products are aimed at ‘lower-end’ consumers who have only occasional use of external hard drives, e.g. for monthly backup. Competition in this market with companies like Western Digital is harsh.

LaCie’s range of network solutions are aimed at professionals and small businesses. Marketed as an alternative to more expensive IT systems, these products offer a high level security and optimum performance compared to more basic ranges. Competitor products are offered by the larger organisations however smaller brands such as G-technology and ioSafe also operate within this sector.

This is where LaCie products excel, and is what the company is best known for. The category is aimed at ‘pro’ users who want a professional grade product for personal use. For LaCie, this includes a range of desktop multimedia storage products and flash memory keys. Although there are many competing manufacturers in this market, it is LaCie’s range of ‘designer’ hard drives that set it apart from competitors and continue to drive the most sales.

21

BASICS LaCie Minimus Desktop Hard Drive

SOLUTIONS LaCie 12big Rack Storage Server

PROSUMER Starck Design ‘Blade Runner’ Desktop Hard Drive

LaCie Minimus (LaCie, 2013) LaCie 12big (LaCie, 2013) LaCie Starck Blade Runner (LaCie, 2013)

“Creativity is very light and 22 as such needs to be treated with respect. Beginning with a soft, flowing magma, which represents your data and creativity, a strong, substantial casing is wrapped around it, protecting it. Like a brain protected by a motorcycle helmet.�[8]

LaCie Starck Desktop (LaCie, 2013)

23

SURFACE LANGUAGE

C

ompared to lower price point competitors, LaCie drives give a feeling of quality due the surface continuities used. A common theme amongst LaCie products, monolithic forms give a sense of weight to products.

With split lines, fixings, wires and deviations away from the overall theme kept to a minimum, elements such as surface finishes, status lamps and material types are accentuated, giving an overall elegant theme.

Contrasting to the feeling of weight gained from the illusion of being machined from a solid piece of dense material, a consistent shadow gap can be seen across many LaCie products. Seemingly floating in mid-air, each drive is given a sense of gravitas and importance, making the user feel confident in their choice of product to protect their data.

Colours & Material Going against the normal black sparked plastic finishes commonly found in personal computing, LaCie opt for higher quality metallic materials, with contrasting surface finishes. Bright, highly polished aluminium set within an ultradurable anodised encasement (as shown to the left) is a common theme amongst high quality wrist watches. By also using these themes, products by LaCie further the sense of security and quality with the user due to the associations with these materials from parallel products and as such are set aside from the competition.

24

Figure 8: A Periodic Table of Form (Alchemy Labs, 2010) Figure 9: Porcupines, Nature’s Positional Forms (Superbwallpapers, 2013) Figure 10: Land Rover Defender, An Example of Tangential Surfacing (Upwallpapers, 2012) In computer aided design, surface continuity is split into three sections; positional, tangent and continuous surfaces. Positional forms take sharp edges and corners.

In nature, this suggests danger. A porcupine’s spines, for example feature positional curvature, suggesting precision, accuracy, danger, structure. Translating positional curvature using C0, from the graphic above, into product design yields products that look very technical, machined and reliable. Tangential surfaces are however, not found in nature due to their precision. Sharp, even breaklines and radii are not often, if ever seen. For this reason, C1 continuity evokes feelings of utility.

Land Rover Defenders, for example make use of this surface type.

Curvature continuous surfaces or C2 surfaces are the most common in nature. Pebbles or the gentle ripples of a pond are curvature continuous. Due to this, a feeling of sophistication and elegance accompanies surfaces such as these. The complex mathematics behind these surface types backs this up (Holland, 2009). By combining curvature continuous and positional forms, complex, visually interesting products can be designed. The shapes carved into sand dunes by winds is a good example of this. Along the ridges of the dunes, sharp, well defined shadows are cast however

down into the valleys of the dunes, the flowing curves feature softer graduations in tone. By combining C0 and C2 curvature in products, a similar interest is gained. LaCie use this type in their Starck and Golden Disk products though it could be taken further when the element of stronger human interaction is incorporated into the products.[9]

25

Erg Chebbi, Morocco. An example of C2-0 Curvature in Nature. [5] Ripples in calm water operate as a single, curvature continuous surface. [6]

26

27

Erg Chebbi, Morocco. An example of C2-0 Curvature in Nature. (Chebbi, 2005) Ripples in calm water operate as a single, curvature continuous surface. (Lieberwirth, 2013)

28

LACIE D2 DESKTOP HARD DRIVE

T

he basic form of the front elevation is echoed in the repeating macro pattern running along the length of the enclosure adding an element of visual complexity. Acting as a heat sink, too, the longitudinal fins make the otherwise plain, boxy form into something more.

Seemingly floating effortlessly, the stand adds an air of mystery to the product. Paired with the scaled up proportion of the LED status lamp, the D2 hard drive takes on a science fiction aesthetic. Lighter satin anodised grey compliments the light blue LED, making for a feeling of tranquillity and a subdued design.

Whilst rack mounted, the D2 system reinforces it’s no-nonsense approach to form.

Systematically laid out with exposed fixings, a feeling of security.

LaCie D2 Desktop Drive (LaCie, 2013)

29

LACIE IAMAKEY

L

aCie’s USB key range follows a strict C1 tangent surface continuity. Using basic forms the iconic shape is emphasised.

Through the use of the applied macro patterned dots, interest is added to an otherwise plain surface without being overbearing. Small references to the standard keys that they mimic, this solidifies the relationship between the two objects.

LaCie iamaKey (LaCie, 2013)

30

LACIE RUGGED TRIPLE USB 3.0

C

ompared to the smaller repeating patterns seen on other LaCie products, the vertical and horizontal grid lines are much larger. Along with scaled up corner radii, the rugged drive gives the impression of being able to withstand more than its sister products; a sense of durability.

Exaggerated C0-1 continuity is seen across the rugged range, through the USB sticks, desktop and portable drives.

Orange symbolises vitality and health. Opposite to light blue on the colour wheel, it complements the cool grey anodised aluminium. As such, the orange does not seem as overpowering.

LaCie Rugged Triple USB 3.0 (LaCie, 2013)

31

STARCK DESIGN MOBILE/DESKTOP

A

continual tangential surface encased in a rigid shell is a common theme in the Starck range. A metaphor for the user’s creativity and how important it is to protect this, it is an interesting aesthetic not found elsewhere on the market. Often shown in a contrasting colour or surface finish to emphasise the element, the curvature surfaces intimate sophistication, elegance, fluidity, grace & refinement. Whereas the angular positional forms show structure, safety and accuracy.

Modern, professional darker blue-grey aluminium compliments the vibrant orange detail LED. An all metallic design, Starck LaCie products align themselves well with the premium end of personal computing.

LaCie Starck Mobile/Desktop (LaCie, 2013)

32

ORA-Ă?TO DESIGN GOLDEN DISK

M

ost often, C0-1 surface continuity is used, blending straight line surfaces together using constant curvature radii.

However, in certain products such as the Gold disk (shown overleaf), entirely natural C2 continuity is used, where the radius of curvature is constantly changing and flowing from one point to the next, creating a liquid, kinetic point of interest. Not the highly polished metallic finish but the light that reflects off of the product is the focal point of the design.

This furniture element to the design brings a different level of quality to the desk top hard dives, those that are not intended to be travelled with. Using an entirely glossy surface and an eye catching design, the LaCie Gold Disk it not a hard disk that is hidden within a drawer; it is a hard disk that is proudly displayed on the desk as a piece of art.

Curvature is constantly 33 changing and flowing from one point to the next, creating a liquid, kinetic point of interest.

LaCie Gold Disk (LaCie, 2013)

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LACIE IS • • • • • • • •

Niche Engineered Precise Quality Clean Safe Structured Performance Driven

35

LACIE ISN’T • • • • • • • •

Flamboyant Trendy Relaxed Plain Flimsy Retro Rebellious Mainstream

Rolls-Royce Trent 1000 (Rolls-royce, 2013) Chandelier (Willett, 2013)

36

Sir Ranulph Fiennes (Scarff, 2008)

37

IF LACIE WERE A PERSON Sir Ranulph Fiennes Both serious and playful, LaCie’s tone of voice operates on two levels. On one hand tailored to the business professional looking for a trustworthy solution to their data problem and on other to the cultured consumer who asks for more than the common aesthetic.

The use of ‘engineered’ materials and monolithic forms are often juxtaposed with softer materials such as silicone, softer, more fluid forms or bright and vivid accent colours.

Like Sir Ranulph Fiennes, LaCie is pioneering, adventurous and debonair, harbouring a technical calibre behind an unparalleled aesthetic execution.

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39

LACIE MARKET

40

LaCie Grand (LaCie, 2013)

41

MARKET ANALYSIS HARD DISK DRIVES Other

LaCie EMC2

Seagate

Market shares of hard disk drive by sales revenue 2012

Western Digital

T

he total market value for hard disk drives is worth around $32.6 billion. LaCie only represents around 0.2% of this market which is about $65 million.[10]

Market Domination The current market is dominated

by Seagate and Western Digital accounting for a combined market share of 85%.During the past year these two organisation have been battling for the place of market leader with Seagate managing to maintain a slight majority.[11] A common trend in this market is for larger organisations to acquire other smaller businesses in order to increase their market share

and reduce competitors. This can be seen not only with Western Digital and Seagate, but recently EMC2 and computer giant Lenovo have joined forces to revitalised the dying Iomega brand, (now Lenovo EMC2). This partnership is set to increase EMC2’s market share through the popularity of Lenovo products in the Asian market. [10] However, this market as a whole is predicted to decline. Laptops and PCs are starting to be replaced with more portable devices such as tablets and smart-phones, leading to a greater adoption of cloud based storage solutions.[12]

LaCie only represents around 0.2% of the total hard disk market, which is dominated

by Seagate and Western Digital.

42

DIRECT COMPETITOR ANALYSIS

Western Digital

Seagate

Lenovo EMC 2

Western Digital have managed to maintain a steady market share where competitors have seen a decline due to the uptake of cloud storage solutions as an alternative. Western Digital have embraced the cloud storage revolution and have incorporated the services offered by indirect competitors, such as Dropbox, into their product offering as an added feature to their storage devices. Due to their large market share and their early adopt action and integration of cloud storage leaders into their products, WD have secured their place in the digital storage market. Even though their products are largely ‘plasticky’, their domination over rules the competitions more cosmopolitan design [13].

Seagate is currently the market leader in hard drive and storage solutions. They have a broad product portfolio which allows them to appeal to a wide range of customers. Intense competition with Western Digital has forced Seagate to innovate in areas such as cloud storage solutions and solid state drives. Ultimately this has worked as a positive as continued adaptation to new technologies and trends is key in this market and something that Seagate has proved they can do well [14].

Lenovo acquired Iomega in 2008 and joined forces with EMC2 to form Lenovo EMC2. They provide efficient and reliable storage systems to support the Lenovo product offering. Currently their main market focuses on large businesses where a strong network solution is important.

The products are also backed up by EMC2’s expertise in cloud storage ensuring that all data is securely backed up and accessible wherever it is required. By having a stronger foothold in this market area than LaCie, they stand a much better chance at surviving into the future [15].

43

ioSafe

G-Technology

Freecom

ioSafe have differentiated themselves in the data storage market by focussing on the physical security of their products rather than digital security. The products that ioSafe offer are marketed as disaster proof, proven to resist fire and flood. Aimed at mainly business data storage and network solutions they have experienced little loss due to the increase personal cloud storage.

They do offer a private cloud solution for their customers which is faster and more secure than public cloud services [16].

G-Technology are marketed to a niche and elitist market of storage solution, catering for the needs of the creative professional.

Aimed at Apple product users, they have an expected quality and performance that means they can demand a higher price tag.

Currently G-Technology don’t have a cloud storage solution, but as they specialise in providing quick access to large amounts of data, cloud storage performance does not yet compete with their product offering. By using more blatant imitations of apples product styling, the quality bespoke element of LaCie’s offering isn’t seen with g-technology. As such though the component quality is there, the design styling is not [17].

Freecom market themselves as an elite brand of storage solution, working within the same sector as LaCie and G-technology.

Their product stand for technical innovation and are engineered to a high quality. As well as storage solutions, Freecom also have a range of optical drives that enable users to transfer their data quickly to disk. Freecom currently have no cloud based storage solution which may come to hurt their business in the future [18].

(Images from left to right) WD My Passport (WDbrand, 2013) Seagate (Seagate, 2009) Lenovo EMC (V3, 2013) ioSafe (ioSafe, 2013) G Drive (G Technology, 2013) Freecom (Freecom, 2013)

44

DIRECT COMPETITOR MATRIX Western Digital Seagate

G-Technology Freecom LaCie

Popularity

IoSafe Lenovo EMC2

Cost

What’s missing is the special experience that owning a LaCie product should bring.

Where is LaCie?

The Next Generation

So how does LaCie stack up compared to these other brands?

In terms of popularity LaCie sits around the middle of the park. The main contributing factor compared to more popular competitors such as G-Technology and Freecom is LaCie’s higher price point. It can be seen that the brands with the larger market share have a lower price point, making them more appealing to the average consumer and therefore more popular.

Although this analysis of physical storage solutions shows LaCie to be in a steady market position, the arrival of new technologies is likely to change that. Cloud storage popularity has increased in recent years introducing new indirect competitors for LaCie. Cheap and accessible, these competitors are set to be a formidable force against the physical storage market.

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INDIRECT COMPETITOR ANALYSIS

Dropbox

Google Drive

SkyDrive

Dropbox offers a cloud based storage and sharing solution.

A free service is available up to 16Gb but price plans are available up to 500Gb for personal use and business plans are available starting at 1Tb. Dropbox has offered a convenient solution to sharing files between teams of people and as it is now starting to be seen as an alternative to physical storage devices.

Using heavy involvement with universities in programs such as the great space race (Dropbox, 2013) and by being built into products such as WD’s drives, Dropbox are fast securing themselves as the dominant player in cloud storage. As people can access it very easily and on multiple platforms, as they add more to Dropbox, the less likely they are to deviate away from it in the future [19].

Much like Dropbox, Google Drive allows users to store their files in the cloud for them to be shared and accessed anywhere. This has grown in popularity as a separate account is not necessary as access is granted through a Gmail account. This is now being seen as a way of sharing larger files which are too big for an email. Up to 15Gb is available free but more memory can be purchased for a monthly fee. Direct competitor to Dropbox but as many people use Gmail on a daily basis, this could be seen as a better alternative, despite offering less storage space [20].

SkyDrive is Microsoft’s cloud based storage solution offering up to 7Gb of free storage to anyone with a Windows account.

Although not having as much storage space as some of the other cloud solutions it has grown in popularity due to the integration with the Windows 8 operating system. Like other cloud solutions there are options to upgrade to higher storage capacities for an annual fee [21].

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THE RISE OF CLOUD COMPUTING

Consumers are looking for data storage solutions that are more easily accessible.

Popularity of cloud based storage providers (Google trends, 2013) 2007

C

loud based storage solutions are starting to be seen as a viable alternative to physical data storage solution. As the popularity of laptops and PCs dwindles due to the of the adoption of tablet and smartphone technology, consumers are looking for data storage solutions that are easily compatible and

2008

accessible [22]. Cloud storage solutions are cheaper than a physical data storage solutions and often included with existing services, resulting in their rapid and continued adoption.

Some hard drive manufacturers have noticed this growing trend and have incorporated their own versions of cloud storage into

2009

2011

their product offering. However the adoption has not been as rapid as the purely online solutions.

This trend has already had a profound affect on the hard drive market. As cloud storage solutions get faster and larger storage capacities are introduced, physical storage solutions will quickly become a redundant technology.

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Dropbox

Google Drive

iCloud

SkyDrive

LaCie Wuala

2011

2012

LaCie’s Offering

Wuala Who?

Wuala is LaCie’s cloud storage solution. Wuala was a 4 year old peer-to-peer-storage startup and was purchased by LaCie in 2009 [23]. Wuala services offer 5GB of storage free, and can then be expanded up to the capacity of 100GB for a monthly fee. Free Wuala storage is offered with each purchase of a LaCie hard drive.

Because LaCie products are marketed at a niche sector of the hard drive market, adoption of Wuala has been minimal.

With the rapidly growing adoption of much larger competitor services such as Dropbox, it seems that the Wuala service will never reach the same level of popularity. LaCie will

2013

feel the force of the increase in cloud storage popularity as they are forced to rely on sales of their physical hard drives.

Ultimately, cloud storage will offer a cheaper, more convenient solution to physical data storage, resulting in the eventual redundance of external consumer hard drives.

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LACIE SWOT ANALYSIS Strengths

Weaknesses

• • • • • • • • •

Products are of a high quality so demand a premium price tag Brand has a clean and precise image.

Strong ties with the design industry through collaborations.

Products are compatible with all the major operating systems.

Good customer support and warranty services included.

Recognised brand in Europe, America and Asia.

Effective global distribution network.

Unique physical presence.

Remarkable technical performance.

• • •

Lack of distinctive carry through physical features.

No distinctive user experience when using the products.

A lack of personal user identity incorporated into their products, which brands they are associated with do offer.

Lack of knowledge of brand among general public.

No sense of premium community among LaCie users.

Lack of personal brand loyalty to LaCie. Current target market is small as the products are in a premium price bracket.

• • • •

Opportunities

• • • • •

Threats

• • • • •

The experience of owning a LaCie product needs to more than a nice looking storage device.

Offering the whole LaCie package through physical and digitail products that integrate seamlessly.

Establish a physical language that applies to all LaCie products.

Building an attractive relationship with customers to improve brand loyalty.

Keeping up with current trends through collaborating with new brands and businesses.

Data storage is dominated by 3 main competitors.

Cloud storage is increasing and sales of physical storage solutions are decreasing.

LaCie has seen a decrease of revenue in the last quarter of 15%.

LaCies cloud storage, Wuala, has not been taken up as fast as competitors despite offering 5Gb free. Too late to the game?

Brand is associated with creative professionals, businesses and scientific community. How can this image be changed to be inclusive?

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Conclusion It seems that LaCie’s main strength is the quality of their products. There is a clearly niche market for high end peripherals and their continued collaborations with brands and designers has worked well to appeal to this niche.

Although their products each have a strong individual physical presence, there is a lack of design features that carry through their products. This has resulted in the recognition of the brand by the general population being minimal, probably accounting for their lack of market share. An opportunity for LaCie here could be to introduce design features which could carry through all their products. By creating a unique design language their products could instil the same aura as some of the brands they are associated with such as Apple.

LaCie has the potential to become

more recognisable which could increase their overall presence within this market but this has yet to be realised.

LaCie as a brand should also be aware of the threats such as the recent increased adoption of cloud storage. Despite having their own cloud service Wuala, this has not reached the popularity of competitor brands such as Dropbox and Google Drive. To limit the damage that this trend will have on LaCie’s physical external drive sales there could be opportunity to incorporate the two platforms into a premium storage service.

This could take advantage of this growing trend while still requiring the need for physical products that convey LaCie’s physical presence, for which it is renowned.

There is a lack of design features that carry through their products.

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51

CHANGING HEATHCARE

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LaCie Sound2 Speakers (LaCie Speakers, 2009)

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THE BRAND REPOSITIONING

DECLINE IN PHYSICAL STORAGE

L

acie are well versed in data handling, and its products are beautiful and desirable. Moving into home medical devices could see Lacie flex their design aptitude.

Why LaCie? Lacie are experts in their field, offering premium design quality and technical excellence in their artefacts. This design orientated execution and data security experience gives Lacie a unique opportunity to diversify. Which is important as the market place they are currently operating in is moving rapidly towards intangible services that do not require the same area of industrial design that

CONSUMERISATION OF HEALTHCARE

LaCie are used to.

With the fast increase in personal heath monitoring and the continued strain on public healthcare the market for personal health services is gaining momentum. Market indicators point to a widespread rise in both self-diagnosis and home administration across the western landscape in the coming decades, marking the end of the traditional healthcare model as we know it.

Lacie are well versed in data handling, and its products are beautiful and desirable. Moving into home medical devices could see Lacie flex their design aptitude, utilising their strong ties to the design industry and their respected global presence.

LaCie’s design orientated execution gives them a unique opportunity to diversify

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HEALTHCARE CRISIS Percentage of peopleofaged 65 and in total Figure : Percentage people agedover 65 and overpopulation in total population (%) (The Economist, 2011)

EU

US

Japan

World

35

35

30

30

25

25

20

20

15

15

10

10

5

5

0

0 1960

1980

1990

2000

2010

2020

in 2011 [25]. The research firm, Dr Foster Intelligence, reported that hospitals are increasingly on “red alert” due to lack of beds available and even had to turn patients away due to lack of space.

It is estimated that between 2011 and 2012 29% of patients treated by the NHS hospitals could have been treated elsewhere, costing the NHS billions of pounds a year.

[26] A similar trend is occurring in the US , where there is an ever increasing concern for patient care. Two separate studies found that 99% of U.S. hospitals had experienced drug shortages between 2010 - 2011, mainly due to sudden increases in demand for certain drugs [27].

World

2030

N.B. Figures for the years 2010, 2020 and 2030 are United Nations projections

T

he ageing population is a global problem and with this comes an increase in chronic diseases and increased healthcare costs, both which are heavily publicised topics in today’s society. The ageing population is increasingly seen as a conundrum of the future of healthcare, with the graph above showing the forecasted growth of people over 65 for the next 20 years.

In the UK alone, there is predicted to be a 53% increase in the number of over 65 year olds between 2001 and 2031, which will cause a strain on all resources [24]. This has been seen already with many hospitals running at 90% capacity or higher

Healthcare organisations are rushing to implement solutions to the chronic disease management [28]. The UN predicts that the percentage of over 65 year olds will increase from 16% in 2000 to 24% in 2030, as shown in the graph above. However with the increase in life expectancy it also results in an increase in the older generation being diagnoised with chronic diseases. Chronic diseases, do not “kill quickly”, which means the financial burden of caring for these indidviduals can be expensive [29]. According to the World Health Organization these chronic disease are by far the leading cause of mortality in

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the world, representing 63% of all deaths [29]. The causing factors of chronic diseases are defined in genetic makeup and the other demographic health trends seen globally, such as urban population [29].The rise in pollution related allergies, weight gain due to unhealthy sedentary lifestyle habits, and rise in stress/anxiety from fast passed lifestyles play an integral role in peoples health [29]. Primary prevention is key, it is estimated that 80% of chronic diseases could be avoided if lifestyle risk factors were changed [30].

Healthcare costs Increasing healthcare costs are due to four main reasons[31]: 1. Increase in aging population and chronic disease.

2. Cost of technological advances.

3. Patient demend of the latest technological treatment due to increased knowledge from the internet.

4. Unhealthy lifestyles of patients.

Consumerisation Consumer health businesses are heavily lobbing to domestic and international organisations for their involvement to the solution of this healthcare crisis. With rising incomes and skyrocketing healthcare costs, consumers are attracted to this self-healthcare [32].

It is predicted that remote patient monitoring is expected to save the world’s healthcare systems up to $36 billion [33]. It is predicted that healthcare will become increasingly personalised and will focus more towards well-being and lifestyle management [34].

Health care organizations in the US are investing considerably “to health informatics” a data-sharing platform between relevant organizations (such as doctors, occupational therapists, physiotherapists) to build on new uses for patient information [35]. However before this can be fully implemented the medical industry still need to address the issues around data protection and privacy concerns.

Remote patient monitoring is expected to save the world’s healthcare systems up to $36 billion

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E-PATIENT Netural 5%

Not sure 4%

Bad 11%

Views on healthcare consumerisation

Good 80% Figure 30: views on healthcare consumerization (Wolters Kluwer Health, 2012)

A

cross the world the internet has become a powerful tool for consumers searching about healthcare. About half the adults in the US have researched health information, making it the third most popular online activity [36].

E-patient E-patient is a term coined to describe an “equipped, enabled, empowered, engaged, equal, emancipated and expert patient.”

[37].

Many professional services have been slow to react to the rise of the e-patient due to it challenging the traditional professional authority. However many experts support the theory and

argue that by enabling patients access to their own records, it will encourage them to take an active role in their diagnosis and treatment. Making the healthcare system easier and cheaper [38].

Data access A survey was conducted by an information services company Wolters Kluwer Health, surveying 1000 individuals they found that 80% of individuals felt it was a postive improvement if they were more active in their healthcare role as shown in the graph above [39]. 46% of consumers agreed that “taking control of my own healthcare makes me feel empowered and good about my quality of care” [39]. 30% of these

adults were seeking to enhance their patient experience to be similar to other service industries, such as shopping, hotel and travel experiences [39]. They want more control and choice in their healthcare management.

Online communities Medical online support groups have become a fast growing healthcare resource. These groups provide emotional support, medical information and referrals.

Some groups such as the Life Raft Group, a support group for gastrointestinal stromal tumours, conduct patient initiated clinical research. The science group include doctors, surgeons and a human genome researchers [40].

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DIGITAL HEALTH

2012 $1,401

2013

2011

$849 $670 $533 $312

$757

$365

$216

Jan

$890

$343

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Cumulative funding infunding millionsin(Rock Health, 2013) Figure jk: Cumulative millions

T

he advance of the wireless mobile industry has resulted in a boom of online healthcare services. Compared with the desktop services, users can easily access their health services using their mobile devices. Investments in digital health have been increasing by 12% in 2013 and reached $849 million by June 30, 2013, as shown above [41].

Self-monitoring There has been an explosion in the self-monitoring trend covering various gadgets promoting healthier lifestyles.

Seven out of ten adults keep a track of their health data, 60% of these say they track weight and diet, 33% monitor blood pressure,

sleep patterns and 12% track this data for a loved one [42].

This survey showed that the users with diagnosed chronic conditions are more serious in their monitoring. [42]

Quantified self The “Quantified self � movement refers to the practice of data acquisition of self-tracking or lifelogging. This trend began with a small group of people recording every heart beat but now it now refers to people who track everything from their physical activity, food intake and vital signs to their genome using digital software.

Self-trackers are pushing the limits of personal health

Dec

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SELF-MONITORING

S

elf-monitoring devices are the result of many technology trends, mainly due the popularity of smartphones, advanced sensors and the development of advanced new technological tools. This phenomenon also fuelled by the growing healthcare costs and consumer’s love of gadgets.

Nike FuelBand The Nike FuelBand is an activity monitoring and sleep tracking wearable device that uses an app as well as a screen on the device to give visual feedback. The data can be shared with friends and the Nike+ groups, allowing the user to compete with family

and friends. Users enjoy sharing their achievements and want to compete against their friends, even when they are competing at different times and days.

AliveCor The AliveCor is a heart rate sensor and app which is for U.S Medical professionals and prescribed patients. The device allows the user to share their recorded heart rate with their personal doctor or to an online cardiac technician/cardiologist to analyse the results. Devices such as this that uses crowd sourcing tools is a growing trend that is likely to become more popular in the future as it subdivides the

workload and gives a personal touch to the process.

Jawbone UP The Jawbone UP product is a bracelet that tracks the user’s activity 24/7. This device monitors the user’s lifestyle and displays the data on an app. It is also able to monitor sleep, active time and active intensity. It also enables the user to upload their food intake manually into the app software. By giving the user the feedback on their lifestyle, they are made aware of the impact of their actions. If the data presented shows a lack of exercise then it is up to them what they do next.

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Jawbone Up (Jawbone UP, 2013)

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Nike Fuelband (Kadarman, 2013)

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Misfit Shine The Misfit Shine is a watch, activity monitor and sleep tracker. It can be worn as a clasp, necklace or watch with a choice of a sports strap and a leather strap. This level of customisation is not something that is explored by many other self-monitoring devices and something that we are likely to see an increase in. Shine allows the user to set activity goals and get feedback when they are close to achieving them. By giving feedback to the user it is then up to them to set their next goals for the lifestyle they desire.

Scanadu The scanadu is a suite of products that connect to the user’s smartphone and works as a diagnosis tool monitoring everything from temperature, heart rate, oximetry, ECG, HRV,

PWTT, UA to stress analysis. The device tracks the user’s vitals and displays the information on an accompanying app. The device also crowd sources the data and can be shared with your doctor so they can give the user personal feedback and reassurance. This device is in development but it represents the current technology that will soon be on the market.

Hapifork The Hapifork gives the user feedback through a LED and a phone app to help the user not eat too quickly and monitor their intake. By giving this feedback to the user, it is meant to help the user to lose weight. The user can then analyse their meal time eating to see how well they did or how they can improve. Like many other self-monitoring devices the user can share their progress and attach photos of their meal.

Amiigo Like the Nike Fuelband the Amiigo is a wrist mounted activity and heart rate tracker that is used in combination with an accompanying app to give the user feedback through graphics and a points system. This points system is a way of using gamification for fitness; the user can share their activity and try to beat their previous points gained.

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SELF-MONITORING SUMMARY

T The increasing market for medical monitoring is likely to fuel the demand for more desirable and artistic artefacts.

hese devices can be broken up into two main groups, activity monitoring and medical health monitoring. The activity monitoring devices are releatively generic, utilising ccelerometers to track vibrations and movements and allow ing users to monitor general vital signs and track fitnesss. The medical health monitoring devices, like the AliveCor and Scanadu have a much deeper capability, crowd sourcing and responding in real time to pools of collective data. These devices are more complex and are the types of devices we should expect to see in the future. But this is only the beginning, the increasing market for medical monitoring is likely to fuel the demand for not only

more technologically capable devices but also more desirable and artistic artefacts. As this market is still in it’s infacy many companys are lacking in either experience or background. Some may be design orientated, others have arrived from the technology sector, however LaCie’s expertise in both these areas will give them a clear advantage over the competition.

Looking at wrist worn devices in particular it is easy to make the connection, having the depth of function coupled with the high quality design execution LaCie is renowned for will target users who wish to make a definative statement with the products they wear.

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AliveCor (Sonin, 2013)

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GENOME SEQUENCING

G Genome sequencing allows the use of more specific monitoring systems to be used effectively, catching diseases and disorders at the earliest possible sign.

enome sequencing allows the complete DNA sequence of an organism to be viewed, highlighting hereditary diseases, faulty genes that may make the individual susceptible to other illnesses, drug response and many other areas of interest.

By comparing and contrasting results via a database a clear picture a person can be drawn during healthy and diseased states [43]. Based upon this knowledge, personalised medicine can be created per-use, improving treatments. The cost of having a full genome sequence will fall $100 by the end of 2014 [44] and the size of the machinery is shrinking rapidly [45], making the procedure commercially available for a very wide range of people.

When people are diagnosed with a chronic condition such as diabetes for example, the symptom is continually treated thereafter. The user has to adjust their way of life around this debilitation. With the

aid of quality, in depth genomic data, regenerative medicine would seek to correct the organ or tissue area at fault permanently.

Regenerative medicine is ‘accelerating the rate at which the body can heal itself to a clinically relevant timescale’[46].

Currently, the extent of this is to use implants and prosthesis to ameliorate by removing the parts of the body at fault and to replace them with artificial components to restore lost function. As regenerative technology improves, the need for artificial body parts as we know them today will fade away and instead, processes such as 3D printed organs and limbs will take their place. This is already present within the laboratory with Anthony Atala, M.D and the Wake Forest Institute for Regenerative Medicine are working on functioning printed kidneys grown from stem cells [47].

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1020

Bases Squenced Per Day

105

1010

105

1996

2000

2010

Projected complexity of genome sequencing (Loh, Baym, and Berger, 2012) Organovo is creating functional human tissues using bioprinting technology [48]. Research into this field highlights future opportunities for customised, printed organs, based off your own personal genomic data fabricated when you need it, making person-to-person transplants and more importantly, waiting lists a thing of the past.

The McKinsley Global Institute estimates that 15–40% of patients will benefit from genetic based care and on average have 1 year of extended life. They also have conducted surveys showing that

parents would be willing to spend up to $1,000 to have their child’s genome sequenced; which could yield $30 billion per year in 2025 [49].

2020

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3D PRINTING

3 The printing of bones and synthetic body tissue is currently in development.

D printing or additive manufacture is quickly becoming what some are calling the third industrial revolution [50]. 3D printers work by building an object layer by layer. There are various processes by which an object can be created, increasing the range of materials that can be used.

3D printing body parts is something that is being developed at Nottingham University, Oxford University and MIT. The printing of bones and synthetic body tissue is currently in development with the aim of being able to print human organs in the future. These future organs would be unique to the individual reducing the problems currently experienced with donor organs [51].

The University of Glasgow is currently researching methods of using 3D printing technology to manufacture medication. By using universal chemical ‘inks’ and a digital plan of the drug, a 3D printer can produce medication that is specific to the individual and their need [52].

The full potential of 3D printing is still not known, however it is clear from the research being carried out that this technology is going to play a major part in the future of a more personal and efficient healthcare system [53].

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3D Printed Bone Structure (Southpaws, 2013)

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DATA SECURITY

T

he rise of cloud computing is seen as being vital to the development of the healthcare industry. Traditional settings don’t allow for the cross-collaboration of patient data between organizations, and geographies which currently delays patient treatment and loss of time.

Cloud computing in healthcare

NSA Scandal further emphasise the accurate concerns for data and storage security

Cloud computing is mainly adopted by the developed nations, with US being the largest contributor to this market. [54] Digitalising medical records, will bring a multitude of advantages to the medical industry, from improved efficiency of monitoring patient health, drug administration and prevent tracking errors.

The delay in implementation of cloud computing is a result of 4 main the concerns [55] : 1) Cloud infrastructure - concerns regarding storage and networking vulnerabilities.

2) Data - concerns around data integrity, data confidentiality and user privacy concerns.

3) Access - concern around cloud access (authentication, authorization and access control) and user identity management.

4) Compliance – Regulatory agencies are concerned about data security, data location; operation trace-ability and compliance concerns.

NSA Scandal 2013 Edward Snowden, the National Security Agency contractor turned whistle-blower scandal further emphasise the accurate concerns of data security.

Snowden exposed US Spies hacking into data for surveillance, it is allegedly affects everyone one from European Leaders to civilians. US data protection laws dictate that companies such as Google, Facebook and other American providers are sanctioned to hand over data, even on non US citizens. [56] Similar allegations have been aimed towards UK’s equivalent to the NSA, for hacking into data from fibre optic cables to gather information of civilian data [56].

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SUMMARY

Decline in Current Models Current western healthcare models are in a state of decline, buckling under the pressure on many factors, some of which only stand to increase. The growing elderly population, rises in obesity and chronic disease are among the many culprits dealing heavy blows to an inefficient system.

A New Way of Thinking It is widely agreed that prevention is better than cure with regard to illness, and by keeping tabs on potential and current health conditions in real time invaluable information can be utilized at the earliest possible interval, relieving both worry for the consumer and pressure on the system.

Many consumers are starting to acknowledge this reality and are using the advancement in mobile technology to track their lifestyles and to motivate themselves into a healthier regime.

Taking these principles one step further it is now possible to think of a system by which to identify potential health conditions before they are able to take effect, after

which monitoring devices and treatment methods that cater specifically to that condition.

In essence the system could monitor associated warning signs of a specific condition, perform diagnosis based on the information it receives and administer the correct means of response.

Monitor Genome sequencing is an exciting development in the future of healthcare diagnosis, offering a means of identifying potential diseases and disorders that may affect an individual in the future. This technology allows the complete DNA sequence of an organism to be viewed, highlighting hereditary diseases, illness susceptibility, drug response and many other areas of interest.

Administrate Along with this is the interesting concept of 3D printing drugs in the vicinity of your own home, opening the possibility of creating your own personalized drugs for your needs. Taking advantage of this technology on a consumer

level would dramatically decrease the time taken to administer effective treatment.

Reality People are starting to expect more from the healthcare system, looking for a deeper personal experience, similar to the service industries such as shopping or travel experience.

As this technology is rapidly decreasing in cost it will soon become accessible to much wider range of people offering a clear commercial opportunity for the right company.

An Ideal Candidate LaCie’s strong portfolio of user centric products and entrustment with valuable data make them ideal candidates for moving into an area where these two criteria are of utmost importance. LaCie can be trusted to keep valuable data secure, but also have a deep understanding of value their users put on product experience, and the relationship they build with beautiful, tangible objects.

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Sarah Reinertsen and prosthetic leg (Squatriglia, 2012)

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ACCEPTABILITY OF MONITORING DEVICES

Stereotyping

Acceptability

In judging situations, and questions, as humans we categorise using stereotypes.

Although we are taught not to wrongly draw conclusions about people and objects, it improves the accuracy in our judgments.

In order for users of LaCie products not to be stigmatised by stereotypes of health care product users. The attributes of the devices must be carefully considered. If someone is using a product to keep track of their mental health, then they may be stereotyped as “Mental” or “Ill” by others who see them using it. However they may be perfectly healthy but just interested in their health [57].

So the products do not carry a negative stigma, the product must be thoroughly thought out. The design detail and styling must be of high quality as well as the choice of material. This gives the product a high performance, quality look. The terms used to describe the products also has an effect. Using medical terminology can bring negative stigma because of the association with medical devices, whereas using fashion terminology can make the same device have associations with glamour and quality.

If someone is using a product to keep track of their mental health, then they may be stereotyped as “mental” or “ill”.

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Nike FuelBand SE Rose Gold (Nike, 2013)

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ACCEPTABILITY SUCCESSFUL DEVICES

Nike FuelBand

OneTouch Select

Summary

The Nike FuelBand uses a performance name to describe its self, rather than calling it the Nike activity wrist band, which implies the user needs to track their physical activity for a reason. But by making it sports styled and integrating it with a phone app to allow for the gamification of the device. The design is performance styled and has a high quality look. By using stainless steel with a PVD coating, something often used in the automotive industry, it gives it a real high performance, high quality, high level of detailed design feel that sets it apart from a medical device.

The OneTouch Select Simple blood glucose monitor is a Red Dot award winning device for the simplicity and easy use of the device. However it also does not look so much like a medical device, but like a personal music player or radio. This is down to the styling, material finish, colour and the carefully considered layout of the features. This sets it apart from the similar devices in the ‘medical grey and blue colours and with a cheap appearance. By calling it the Select Simple rather than a blood glucose meter on the device it treats it as a product rather than a medical device.

Both devices do well with lowering the risk of the user being stigmatised, however the Blood Glucose meter could still be developed more and could learn from the Nike device. The look of quality and detail design really makes a big difference with making the product not look like a medical device.

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PROJECT DIRECTIONS

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LaCie D2 (LaCie, 2013)

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APPROACH

Awareness

Diagnosis

Administration

P

ersonal health monitoring can take on various forms. To focus the design approach the sector has been split into 3 categories. These categories overlap but ultimately form a structured system to draw inspiration for concepts. Designing using these categories should ensure that all of the touch points of the system interact and function as one.

Awareness

Diagnosis

Administration

This sector focusses on the monitoring of general well-being and the collection of everyday data to aid the diagnosis phases.

Aspects within this sector could include:

Any anomalies in the data collected in the awareness section could lead to a diagnosis. The touch points within this category could address the following:

Administration is about helping the user manage a diagnosis they have been given. This could take the form of the following principles:

• • • •

• • • • •

• • • • •

Physical Imbalances Chemical Imbalances Diet Monitoring Behaviour Monitoring Genetic Disorders

Aiding Informed Decisions Data Visualisation Privacy Efficient Healthcare Relationship

Drug Management Diet Control Chemical Control Habit Management Exercise Management

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LaCie Starck Blade Runner (LaCie, 2013)

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SURFACE METAPHOR

A

s discussed, Phillipe Starck describes the fluid forms used in his designs for LaCie as metaphors for the fluid nature of your creativity and the rigid forms acting as an impervious protective layer around this.

Traditionally, the medical product market has revolved around organic forms with large, easy to read numerical displays such as the patient monitoring systems shown overleaf. This is chosen to make the products as acceptable as possible to the largest group of people possible. LaCie products only feature tangential C2 surfaces

as an accent or in the case of the Starck products, a metaphor.

Moving into the medical sector, this metaphor could be carried forward with a change in emphasis towards the ‘fragile nature of your personal data’. With such intimate data, protection is very important and the rigid encasement is still valid. Using these two areas of interest, sample form studies overleaf highlight how this can be used.

Glossy, seemingly fragile, organic forms are combined with more rugged elements.

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Form study showing LaCie’s brand values translated into physical forms.

Though not product ideas, these provide inspiration for future product aesthetics.

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LaCie D2 (LaCie, 2013)

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PERSONAS

L

aCie products are currently aimed at professionals; people who are technically knowledgeable and appreciate the added quality these devices offer.

Focussing on the different stages of personal health monitoring, (awareness, diagnosis and administration) different user groups were highlighted and possible need for devices which would fit into their daily lives. Through this process it was evident that healthcare products developed by LaCie would appeal to a much broader audience than their current target market. The brand values LaCie possesses such as support and security transfer well to a desirable and trustworthy healthcare brand.

The result of this exploration is three individuals, they lead very different lives yet all regard health monitoring as an important part of their lifestyle. Introducing Kevin, Sue and Oliver.

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Man at Desk (I4resourcing, 2013)

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Kevin, 36 Oregon, USA Dedicated, Workaholic Past: He has devoted his life to his work and achieving a successful career in marketing.

Present: Been Diagnosed with thyroid problems, needs help in dealing with the diagnosis.

Future: Doesn’t want his daily life to be affected by his diagnosis and wants LaCie to be an active part in that.

Likes: Holidays, NFL and Good Wine Would buy Premium Stark LaCie Products.

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Woman Sitting (Blog.5pm, 2012)

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Sue, 56 Surrey, UK Compassionate, Meticulous, High Quality Past: Working with those with learning difficulties dedicated her career to the cause. Recommended the best quality for the people she works with so why not for herself?

Present: Now working part time though her values are still important to her.

Future: As retirement age draws closer & she has more time, Sue wants to make sure that nothing is going to stop her.

Likes: Gardening, pet dogs, European city breaks with her husband, John Lewis Group Would buy Porsche Design LaCie Products.

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Marathon Runner (Wakefield, 2013)

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Oliver, 62 Sheffield, UK Precise, Disciplined Past: Liked extreme sports such as; BMX, Skateboarding, Wakeboarding and Skiiing.

Present: Has had two knee replacements, but still competes in triathlons.

Future: Still wants to be active, and push himself to achieve the best he can.

Likes: Customised products, Sports Would buy Rugged LaCie Products.

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THE STRESS HORMONE

Stress (Projectmanage, 2013)

Feeling The Pressure?

S Monitoring cortisol and managing stress will improve overall wellbeing

tress is the feeling of being unable to cope when we are under mental or emotional pressure. During a stressful situation the hormone cortisol is released. Cortisol increases blood pressure and blood sugar levels in order to increase brain activity [58]. This response stems from our primitive ancestors where a stressful situation would mean life or death. Nowadays however stress is linked more with work or money problems. These situations last longer meaning exposure to high levels of cortisol can be prolonged. Healthy cortisol levels naturally fluctuate, starting high and then decreasing throughout the day [58]. Monitoring cortisol

levels could be a method of diagnosing health problems that can be linked with stress such as high blood pressure, digestive problems and depression [58].

LaCie customers are professionals, likely to be subjected to stressful situations on a daily basis.

Monitoring cortisol will allow them to make informed decisions about how to control and manage their stress levels to improve their overall well being.

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Cortisol can be measured through saliva. Current methods of salivary diagnostics can be a lengthy requiring laboratory based analysis. However research is currently being conducted into an instant methods of biomarker detection in saliva. This technology is predicted to become a future method of regular health screening [59].

Cortisol Mapping Initial concepts investigate integrating a saliva sampling method into everyday activities such as eating meals. This allows samples to be obtained at regular intervals throughout the day creating an effective map of

the users hormone levels. By integrating saliva sampling into desirable tableware, an attractive but passive method of gathering health data could be achieved.

The saliva will be monitored by small receptors located at the end of the cutlery. Separate receptors in the handle will identify the user. The data will be collected by the tableware and streamed securely to the cloud to be stored and analysed. The data collected could be seen by the user through a separate device and advice will be given if there are persistent adverse anomalies.

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PHEROMONE ANALYSIS

Dog (Birnbaum, 2011)

M Canine VNO receptors have been shown to detect cues related to disease and infection

an has long had a close relationship with dogs, a bond that goes back tens of thousands of years. In fact the dog’s ability to use its nose has been utilised by man across the centuries, from hunting, finding missing people, to even detecting explosives and drugs. But what if they could smell illness?

Well new studies are showing they are doing exactly that.

British researchers running trials have found that dogs are able to ‘sniff – out’ positive breast cancer samples from a mixture of patients. Further separate studies are finding evidence they can also correctly detect lung, bladder and bowel cancer. [60] How is this possible? As well as other odorants given off by the

cells themselves some scientists believe that pheromones play a large role. It is widely known that many animals respond to sexual and social cues communicated through pheromones but recent studies have uncovered new evidence that they contain much more vitial signals about the state of health of their subject.

The Vomeronasal receptors (VNO) in the nasal glands of canines have been shown to detect cues related to disease and infection present in pheromone samples. It supposed that dogs have used this capability to detect unhealthy members of their own species in order to aid effective social interactions.[61]

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Extrapolating this discovery through the lens of bio mimicry provides a huge potential application for the future health market. By further understanding the VNO receptors and constructing their artificial equivalent, personal detection devices could correctly identify and flag a range of health issues at the earliest possible interval, rendering long, arduous and often inaccurate health checks a thing of the past. This concept for LaCie introduces the application of

exactly that.

LaCie customers are attune and perceptive, they require the balance of the highest performance and the finest design. Choosing to wear a LaCie product is an uninhibited act of confidence that demonstrates an understanding of the value of both inner balance and outer perception.

The pheromone detection monitor proposes to fully monitor all aspects of the typical health regime, from blood pressure to

sleep cycle, essentially acting as a health monitor but with a much deeper capability. Through pheromone analysis Lacie customers can be sure that not just their health regime is being taken care of but also their deeper biology is being safeguarded, providing them with confidence and security they need to perform.

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P U R E

Man in Mask (Nicora, 2009)

Genetics + Lifestyle + Environment = Healthcare Risks Genetics and lifestyle concerns are the main focus in the current medical diagnosis procedure, with the environment implications never being explored. In 2012, the World Health Organisation revealed that “3.5 million people die each year from indoor air pollution and 3.3 million died from outdoor air pollution” and yet it is still a is factor that not monitored. [62] There is a growing trend towards “geo- medicine” [63] where the user’s medical records also include past locations the user might have lived and this

is used analyse the possible environmental implications they may have been subjected too.

However the touch point that is missing with this system is the ability to collect real time data that is completely personalised to the user’s lifestyle. This product could also help the user understand the triggers of certain conditions, e.g. asthma (a chronic disease) and could help the user actively control their disease, or delay subsequent complications.

This device could also radically change the relationship between user and the environment.

Research from the RTI International, has shown possible developments in creating such consumer products that monitor the pollutant content of the

surrounding air, proving the possibility of a future reality of this product idea. [64] This product could collect the user’s exposure to environment toxicity, air pollution, UV radiation could be used in conjunction with the Pheremone Analysis LaCie product could help the user to have a personalised healthcare experience.

The brand core foundations will be kept by focusing on the performance, quality and support of the product. The ability to relay the data collected in a visual manner will also be an important aspect of this product system.

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For Oliver For users such as Oliver, who are sports enthusiasts, the product could be built into their sporting devices to monitor the environment they train in. This data and the other LaCie product data could be synced, to provide a personalised feedback response.

The feedback response could be recommendations on what time to schedule the workout to minimize the pollution content the user breathes in, or different routes to which would again minimize their health risk.

Possible product touch points could be a sampling device that is built into a user’s sports glasses or a stylised version of snap band to able the user to fit the device anywhere on their equipment. The feedback for this data could be displayed on the docking system.

For Sue For users such as Sue, the device would need to be more subtle, and unobtrusive. The product could be in the shape of a wearable jewellery device such as a ring or a necklace, which samples the environment at certain intervals and gives automatic feedback to the user via the use of colour. The product feedback could be in a physical form as a plant, to put the environmental data collected in context. If the user has been in a heavily populated area for a long period of time the plant would start to lose its lustre and start deteriorating.

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HAND-HELD 3D IMAGING

Runoff Angiography (Voxel123, 2013)

C Accessible 3D imaging could engage more people with insight into additional areas of their healthcare.

urrently, medical procedures can be daunting and confusing due to a lack of understanding by the patient of what the doctor has said. Wider use of 3D medical imaging of the patient’s own body may help them to understand exactly what is affecting to them.

Though it is not available today, a small hand-held device with similar functionality to a magnetic resonance imaging (MRI) or computed tomography (CT) scanner would enable high fidelity 3D models could be produced very quickly, without the long waiting lists that countries such as Canada have seen [1]. Technology such as this has been alluded to in recent years, radically changing how the functionality of these large medical imaging devices is

arrived upon, allowing a complete redesign of the physical object and experience for the practitioner and patient [2]. By moving from expensive, room sized to handheld sized imaging equipment, more people will be able to benefit from its use.

Active - Inside & Out Whether using flexible screens wrapped around the patient by the doctor or a hand held scanner that the patient themselves could operate remotely and in private, the entire process and user experience of 3D medical imaging could be altered. Use of this device could extend into easy to understand visual education on your own body as a patient as

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well as the same data being used for scanning and non-invasive procedures. Perhaps by isolating different parts of the 3D model, a healthcare provider could provide a descriptive medical overview of what is at fault and how this will be treated easily, allowing patient’s access to a greater level of understanding of their situation.

Similar to how ultrasound scans help in engaging couples in their pregnancy; 3D imaging could engage more people with other aspects of their healthcare. As stated by the American Heart Foundation “understanding what your healthcare provider tells you and knowing what to do about it is essential for good health” [3].

By incorporating LaCie’s quality brand touch points and

the reassuring tone of voice researched in the invisible side of their brand iceberg, a product such as this could make this medical procedure more comfortable for the patient and bring the LaCie medical journey into a full circle. The healthcare provider’s interaction with such a product is also very important and will pose interesting design challenges regarding the data output and how the product interfaces with the other products in the LaCie product family.

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A hand-held sized 3D imaging system could have a wide range of applications. For example, the strap-on sensors able to capture dynamic movement, such as sport activities or throughout the day.

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NON-INTRUSIVE DIAGNOSIS

Empty Waiting Room (Princeton BMC, 2013)

A The relationship between patient and doctor should be one of trust and understanding.

s healthcare moves further and further into the home environment and becomes more reliant on personal self monitoring and medication, the need for patients to make visits to clinics or hospitals will be greatly reduced. Although this is likely to be a blessing to many institutions that have been struggling to keep up with the rapidly expanding population, the consequences of this may negatively affect one of the most important aspects of the healthcare system: the patientdoctor relationship.

The relationship between patient and doctor should be one of trust and understanding, as the information shared is often highly personal. They play a vital role in the diagnosis and reassurance

of their patients. In the future, although the main point of care will move into the home, the role of the doctor is unlikely to have changed. They will still be needed to provide advice and opinion should a self-monitoring device pick up a problem with the users health, and then support them through the process of treatment.

Privacy Concerns There are currently growing privacy concerns that have been brought to light by cases such as the NSA scandal, and worries that personal data is being sold or shared by large corporations.

For this reason, the thought of keeping a device on your person

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that has the ability to store vast amounts of personal information, this could be unappealing to a number of users, although for others the benefits would far outweigh the potential drawbacks.

Concept Direction In the future there will be a need for a device that has the ability to both connect the doctor and patient without the need for hospital visits, and to aid in non-obtrusive patient diagnosis, without the user needing to carry the device with them or physically provide it with information.

Currently, there are methods of taking certain patient vitals without the need for any

physical contact. This can be demonstrated by research at MIT, where a subjects heart rate can be taken using only basic camera equipment. This process is known as Eulerian Video Magnification [68]. Other vitals such as temperature and breathing rate can also be taken without the need for any physical interaction.

With our rapidly evolving technology, it is plausible to think that there will be further types of analysis that only rely on viewing the subject.

This product for LaCie would take the form of a webcam-esque device that would allow doctors to see and speak to their patients in their home, without leaving their practice. The device would then allow the doctor to make rapid

diagnosis using the range of vitals provided by the patients device.

The patient would not need to perform any form of intrusive procedure for the doctor to make these decisions.

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SMART ADMINISTRATION

Daily pills (Wellwisdom, 2011)

With a personal touch

A It is estimated that it is only 10 -15 years before it is possible to home print your own medication.

fter being discharged from hospital, the patients safety when using medication is a large concern [1], with medication errors being down to many factors including the patients knowledge and understanding of what they have to do, not to mention remembering to take the medication. Some people find it embarrassing or have trouble with actually swallowing pills. However there are other ways to administer medication rather than orally or through injections. A topical method is to use transdermal administration.

This delivers a specific dose of medication through the skin, like nicotine patches. Current

technologies are being worked on to allow a wider range of medicines to be able to be delivered transdermally and will be in the future a wider used method of administration. By administrating through the skin it is less intrusive and causes no pain or bad taste.

3D Printing objects is now common, especially in model making and the ‘Maker’ movement. With it being a trend that is set to rise. The 3D printing of medication is something that is currently being worked on by many research groups, with estimates of 10 -15 years before it is possible to home print medication. This estimate is a perfect it with the project looking into products for 2028.

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Concept Direction The concept direction combines the 3D printing of medication and transdermal administration through a wearable device that can control when the medication is administered. By making it wrist mounted, using accelerometers the wrist device can tell when the wearer has just eaten and when they are exercising, with this information as well as the data gather by the other devices the daily dose of printed medication can be controlled to touch the skin to administer the drugs at specific times of the day when it is needed.

For the medication to be able to be printed the medication blueprints will be downloaded

using the docking and charging station. The docking station prints the medication into the device when it is left overnight to charge. The device can then be put back on the next morning with the next days personalised medicine. This takes away the confusion with taking medicine and the need to read the medicine instructions, and opening the containers or packaging. It controls the administration process, controlling the amount and when you receive the dose to ensure best health.

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CONCLUSION

T

his study has identified some of the key obstacles LaCie will encounter over the next 5 to 10 years, many of which are already beginning to threaten the foundations of the peripherals market. The inevitable decline of physical data storage is an uncomfortable fact LaCie will have to encounter and action taken now will minimise vulnerability in the future.

Changing consumer attitudes towards self-preservation and the rapidly increasing elderly population have been shown to validate a brand repositioning strategy, where LaCie’s strong routes in high design and data will give them a unique advantage over competitors. Subsequently, through exposing the inexperience of potential rivals at combining both vital disciplines

of design and technology a clear opening for LaCie has been established, through which they may retain their current customer base and core values.

It is hoped that through recognition of these realities, investigations may begin into how a formal exit strategy can be implemented over the next five years, which will see LaCie out of peripherals and into HealthCare by 2020.

As economic and technological factors have changed the playing field for LaCie, it seems the same fundamental motivation to merge design and technology that first allowed them to distinguish themselves as a brand, provide them with a lifeline again. Leaving only one question left to answer: will they take it?

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PROCESS HARD DRIVE TO HEALTH

B

y looking into what life will be like in 2028 and what generations will be around, our process involved looking into trends and future technologies.

This brought up three key trends, rise in cloud computing, continued independence and a change in health care.

Care is moving from hospitals and clinics to the home.

Trends The trends confirmed a move away from physical storage as a means of storing data, with the rise of cloud data storage taking over. Therefore there was a need to understand the future of data and what LaCie will do in a Market with key players such as Dropbox, Google Drive and

iCloud. Who are already very established in cloud computing.

In 2028 people are striving for independence by relying on technology, whether this be performance driven or health. The health system is changing, with the decrease in hospitals and the increase of the population there will be a drastic change to the way the system is organised and run.

This lead to self monitoring of health. Self monitoring was then broken up into three categories: awareness, understanding the status of the person’s health, diagnosis, helping to diagnose the problem with the person’s health and administration, delivering medication to the person in need.

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PROCESS OTHER AVENUES EXPLORED

O

ther avenues were explored before deciding that health care was appropriate. These avenues were investigated to understand what life would be like in 2028 and the trends relevant to that. These avenues are all valid and are tailored with LaCie’s data security, safety and brand values in mind.

Information Saturation With everything an app and your library’s now online, what will happen to the data on this old technology? This data is vulnerable, how do you preserve it? How could museums be affected by this?

Invasion of Privacy With adverts currently targeting you on your web browser, specifically what you want and have looked at recently. Is the future of this shop windows changing as you walk by targeted to you. How do you protect your personal data and have privacy?

Money Management What is the future of personal finances and budgeting? Finance is a standardised process and therefore the future of finance will be no longer in the hands of tested finance men, but on computers, how do you protect your financial data, how do you keep your money safe?

Memory Moments With our brains being used less to remember information and data with the use of computers.

What will the future of memerioes be. Will our conversations be recorded so we no longer need to remember what was said? Will what we see be recorded so we no longer need to remeber what we saw?

Gamification of things The future of gamification is strong. The way we interact and experience things is changing.

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Continued Independence

LaCie

Change in Healthcare

Rise in Cloud Computing

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Saturation of Information Invasion of Privacy Money Management Memory Moments Monitor Me Gamification

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