Disruptive Innovation: Cool Drinking Water Solutions by Teesta Das

diploma project Disruptive innovation: Cool drinking water solution Sponsor : Godrej & Boyce Manufacturing Ltd

Volume : 1 student : Teesta Das programme : Graduate Diploma Programme

guide : praveen nahar

2012 industrial design (product design)

National Institute of Design Ahmedabad

The Evaluation Jury recommends TEESTA DAS for the

Diploma of the National Institute of Design IN INDUSTRIAL DESIGN (PRODUCT DESIGN)

herewith, for the project titled "DISRUPTIVE INNOVATION: COOL DRINKING WATER SOLUTION" on fulfilling the further requirements by

Chairman Members :

*Subsequent remarks regarding fulfilling the requirements :

Registrar(Academics)

Introduction

This document is a culmination of the final deliverable for a student of Product Design in the National Institute of Design, Ahmedabad. It is a six-month project done for a client in the industry, delivering by the best of their capabilities and using the methods learnt in the school of design. Thereby, starting from the liberation of thoughts and ideas which is a very fundamental level of expression, unique to oneself for a client and user.I tried to adapt and learn new the process and culture of working though mind mapping and sketching ideas, and blogging about the experience of the project time and again, in order to reflect and proceed. Sometimes visuals speaking louder than words, and sometimes it was vice-versa. But learning to communicate better and better is the key.

This project was a combination of two major design courses that I have undergone at NID: Systems Design and Technically Complex Product. I have tried to work along the systems of working within the 100 years old corporate organisation: Godrej and Boyce, and within the project,tried to deliver by the disruptive innovation process that they are now following.The final deliverable being a new product development for the innovation centre at G&B and future avenues and opportunities with the new product. The process followed here at the innovation centre has been to do several cycles of iterations and vary them with time and weightage of the outcome.Every iteration cycle has been a key research stepping stone for the next.

There is a contents page that tabulates the process of work done page-wise and iteration wise. The documentation is captured as per the flow of work over the six months. Hence you will find that as iterative cycles grew longer, they revealed more and more about the details of the project. Before we begin, the last thing I would like to add is that the opportunity I received to work as a student Innovator on this project has been very unique and a very enjoyable learning milestone as a product design student. What I take back from here onwards is the idea that to work as a designer for a project seeking a scale-up outcome, I must be capable of embracing something new everyday.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Acknowledgements This is to testify the fact that I did not do this project in isolation and have been very much a trouble to all those mentioned below and have always been so. There are a few amazing people that I would like to thank for supporting me in this project and always. The ever enthusiastic G S, who was always enthusiatic about NID students and for all the ‘horsing’ input sessions that motivated me to complete the project. Sujata for keeping up the decibel levels of the Innovation Centre, and the motivation to organise Saturday Expeditions throughout the duration of the project. Also for being the warm and extra encouraging factor right from the beginning to never reduce for even a single day. The DI team, Neha, Suraj, Srikar , Vikrant and Tojo for enthusing the spirits always. Sanjay Sir, Manoj Sir, Rodin Sir, Rohan, Shweta, Nikhil, Ankur,Chirag bhai, Santosh for their encouraging support and feedback. Godrej Mohali and the tool room: Mr Hitesh Kakkar, Himanshu and his tool room assistants. Amol and Dilip Bhai for making me practice ‘Jugaad’ with a lot of diligence everytime in the workshop. Mr Jamshyd Godrej, Smita Godrej and Navroze Godrej for their keen interest in this project.

My most lovable Mom and Sam for having a supreme belief in me and never exploding with the pressure of expectation on me. Harmit bhaiya, Bhupinder bhaiya and Shastri. My fully inspired and motivated friends and the league of shadows: Purva, Prashasti and Tushita. My beautiful and amazing friends: Komal, Trina, Naina, Honey, Anish, Siddharth, Prateek, Vidhi, Emil, Mihir, Kishen, Nancy, Smruti, Reetika, Neha, Malav, Jasinth, Gupte, Sreshtha and Pratik. Nidhi, Pankaj, Kiran, Neha, Sushmita, Krina, Vineeta maam and Monica Maam, Samyak,Tripathi, Phirke, Devanshi, Megha, Namrata, Nupur, Oinkita and Abhinaya. My super charged Mumbaikar friends, Radhika and Aditi. Saikia Aunty and Uncle for being the best support during all guide visits to Ahmedabad. All the faculties and guides through the courses at NID: Prof MP Ranjan, Suresh Emmanuel, Swasthi, Rashmi Korjan, Praveen Nahar, Ranjit Konkar, Bhaskar Bhatt, Gourab, Jasjit, Shilpa Das, Subir Das, Atanu Bhattacharya, Mr Parmar, Sameer Bakshi and Gad Charny. All the workshop people at NID, without whom I would not have been as comfortable working in the workshop ever: Kanji Bhai, Natha Kaka, Babu kaka, Deepak bhai, Kiran Bhai, Deepak Panchal, Dalpat Kaka, Jairam kaka, Devi Kaka.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Contents 15

Synopsis

About NID About Godrej and their Vision

18-19

VLFM

20-21

Disruptive Innovation and Innovation at Godrej

5 Step Iterative process

Iterative cycle1

28-34

-Initial Project brief -Short 4 day execution -Mind maps -Basic idea of Prototype building -Validation and presentation for feedback

Iterative cycle 2

35-48

-Product analysis -Understanding the Just Right Philosophy - Passive Observations to Insights -Iterations -Improving iterations through understanding the assembly -Validation -Open brainstorm

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Iterative cycle 3

49-83

-Jobs and Circumstances -Discussion guide -Research method: POEMS -Mind maps and scenarios -Concept areas -Presentation for feedback and validation

84-105

Understanding Technology -Why TEC for India -The science of the engine used by technology partners -Experiments conducted -Other possible configurations -Assembly of the engine and parts

Final Proof of Concept -Proposed change in Technology configuration

Iterative cycle 4

106-113 114-137

-Persona Mapping -Action based behaviour study: Observation to Insights - Ideation based on insights - Other possible configurations

Final concept for NPD

138-160 -Technical Drawings -Design Development -Exploded View of Model -User Semantics -Product renders -Concept manual -Validation -Design Propositions and exploration

Way forward

161

Bibliography

162 TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Synopsis

The project entails a six month perspective on how innovation works in the three domains of design, technology and business in context to an emerging India. The challenges faced by me have been in the process of evolution from being a product design student to thinking about innovation, for which I have had to exercise a lot of lateral thinking. Lateral thinking as a method of Edward Debono, has not just been applied as a process of ideation done “when the time is right” per say, however, whenever it’s been the time to express, which is always. The project has been mainly pertinent to cool drinking water at workspaces in India. The starting point for which was about why ‘Cool’ water as opposed to ‘cold’? The difference lies at a closer look at the philosophy called “Just right” . Being more inclusive than cold water, which for the average human body is not always needed, ‘Just right’ could be described as cool water which is slightly cooler than matka (earthen pot) water in lay man’s language.

‘Just right’ has been about making people live responsibly by initiating a need for only what is needed by them, as opposed to creating a desire for a want, which is not needed. Herein lies the irony, that as the world is evolving at an astonishingly rapid rate, and so are the people. People aspire for new ways of living, new ways of thinking, new ways of relating to one another that meet the needs of the new era, how can design play its role in being able to provide for the change in people’s latent needs tangibly and more responsibly. The quality of drinking water has not been the primary focus of the project as it is probably only a matter of technology to befit the purpose. Hence that system of drinking, what the user considers clean water, remains untouched to a certain extent in the scope of the project. A train journey taken by me from Mumbai to Ahmedabad in a General coach stuffed with passengers, in the month of June(peak summer) helped me understand that when it comes to thirst, the foremost desire is to simply quench it and then comes the thought if the water is clean. If not, and I have doubts about the water, then ok, I will still drink it and let’s see what to do next? If yes, then what holds me back? The fact that it is warm and not desirabe in the first place in peak summer. Can innovation be more responsible about this experience that we fundamentally go through each time when accessing water? Hence, through this project, I have worked on the new challenge of circumstance where ‘Can cool water be a trigger to drink water which is clean’?

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

About NID

National Institute of Design (NID) is a prestigious design school in India. The institute functions as an autonomous body under the Department of Industrial Policy and Promotion, Ministry of Commerce and Industry, Government of India. NID is recognised by the Department of Scientific and Industrial Research (DSIR) under Ministry of Science and Technology, Government of India, as a scientific and industrial design research organisation. NID had been set up looking at the industrial design education being imparted in Bauhaus and Ulm in Germany. During the early years of post independence India, manifold changes were taking place in economic and social scenario and in production processes with the introduction of new technologies even in the remotest corners of the Indian sub-continent. There were at that time, great thinkers who realized that the process of development demanded a closer look at the future policies and resources that would later on determine the pattern and pace of growth envisioned for India of the future. The Industrial Policy Resolution of 1953 outlined these concerns and indicated broad guidelines. It was as result of these activities that the Government of India invited the renowned design team of Charles and Ray Eames to recommend a programme of design to serve as an aid to the newly established small industries in India. On the basis of their ground breaking and insightful document, â&#x20AC;&#x2DC;The India Reportâ&#x20AC;&#x2122;, the Government of India set up the National Institute of Design in 1961 as an autonomous national institution for research, service and training in Industrial Design and Visual Communication. The Sarabhai Square Photo courtesy: Prof. M.P.Ranjan

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Godrej The Godrej group, one of the largest industrial conglomerates was established in 1897, has grown in India since then. The founder, Ardeshir Godrej, lawyer-turned-locksmith, was a persistent inventor and a strong visionary who could see the spark in the future. His inventions, manufactured by his brother Pirojsha Godrej, are the foundation of today’s Godrej Empire. Godrej is India’s most trusted brand serving around 500 million Indians every single day. The turnover of the company has crossed 3.3 billion dollars. Godrej is not only an integral part of India but 25% of the business is also done overseas. The business is spread in more than 60 countries worldwide. Traditionally, Vikhroli, a suburb to the Northeast of Mumbai has been Godrej’s manufacturing base, but increasingly the group have moved significant production facilities away from Mumbai. The Godrej group also owns vast land in Vikhroli, occupying 3500 acres (14 sq km) of land. That makes the Godrej group the biggest private land owner in Mumbai by far. Today Godrej is looking to the future, exploring and innovating in different areas.

Godrej Group based in Mumbai, is involved in various industries that include appliances, precision equipment, machine tools, furniture, health care, interior solutions, office equipment, food-processing, security, materials handling and industrial storage solutions, construction and information technology. Its products include security Systems and Safes, Typewriters and Word processors, Rocket Launchers, Refrigerators and Furniture, Outsourcing Services, Machine Tools and Process Equipment, Cosmetics and Detergents, Engineering Workstations, Medical Diagnostics and Aerospace Equipment, Edible Oils and Chemical, Mosquito Repellents, Car perfumes, Chicken and Agri-products, Material Handling Equipment like Forklift Trucks, Stackers, Tyre handlers, Sweeping machines, access equipment etc. The Group is headed by Adi Godrej and Jamshyd Godrej.

Plant 13 Annexe building Photo courtesy: Tushita Gupta 16

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Good and green vision Building products that deliver value to customers is a deep rooted tradition for Godrej. All through its history spanning over 11 decades, Godrej has continuously created products that surpassed all others in delivering this essential value to the consumers. Godrej has honed this unique blend of art, science and engineering of understanding and meeting the right user requirements. In the last decade, the socio-economic context of India and its position in the world have gone through dramatic changes. Growing at an average 6-8%, India attracts global attention. Yet there are challenges of income inequality and socio-cultural diversity that puzzle the political leadership as much as the potential marketers. The past solutions implemented the growth trajectory of the developed economies over the last half century, do not work in this unique socio-economic scenario. The challenge imposed by sustainability imperatives and inclusive growth, demand alternative development models. Dramatic breakthroughs in the technology, infrastructure, product designs and business models become essential. They open the flood gates of opportunities. Godrej have realized the imperatives and the potential of Innovation and Design in this unfolding dynamics.

The Good and green vision 1. Ensuring employability: India has 600 million people below the age of 25 out of which only 80 million (13%) are employable. The efforts are to skill the people such that they become employable. 2. Creating a greener India: In order for the businesses to truly become sustainable, efforts are focused on creating carbon neutral, zero waste, water positive and energy efficient businesses. 3. Innovating for good & green products: A good product or service is that which addresses a critical issue for people living below the poverty line. The issue could be related to health, hygiene, water, sanitation, housing, education or livelihoods. The Godrej Group has already been working on these goals as they are signatories to the CII code for Mission of Sustainable Growth which is a program for ecologically sustainable business growth. India growing at a very fast rate has undergone dramatic change in its socio-economic scenario. The consumer needs are also changing day by day and thus break through in the technology, infrastructure, product design and business models are essential to match the pace with this dynamic scenario. Godrej has realized the need of innovation and design intervention resulting in the setting up of a Disruptive Innovation department for the same

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

VLFM The Visionary leaders for Manufacturing Programme is a programme started by the Confederation of Indian Industry (CII) in partnership with Japan International Cooperation Agency (JICA), Government of Japan and National Manufacturing Competitiveness Council(NMCC), Government of India. The other partners in the programme include Indian Institute of Technology Madras, Indian Institute of Technology, Kanpur and Indian Institute of Management, Calcutta.

What intrigued me to a great extent was a corporate’s approach for societal impact, something coming from a design field, I feel very strongly about. These interactions made me understand the relevance of design and manufacturing working together and why manufacturing must embrace design thinking to acknowledge the same vision or vice versa for us designers.

The programme had its genesis in the request that Dr Abdul Kalam, then President of India, made to Prof. Shoji Shiba,(world renowned expert in Breakthrough Management) to initiate a process to lead India’ s manufacturing sector into growth. Later the programme formed a part of the Joint Technical Cooperation Agreement signed by the Prime Ministers of India and Japan in December 2006. The vision of this community is to transform India’s manufacturing sector. The programme is creating a community of senior managers from the industry, academia and the government who have come together to build a vibrant Indian manufacturing sector. The programme focuses on skill building rather than conceptual training alone and focuses on mindset change. The senior managers who have completed the programme have started implementing the learning from the programme. Over the last three years, CII has documented over 150 success stories in areas such as new product development, new markets, new business processes and new business models. We had the opportunity to interact with a few success stories of the VLFM- Chotukool, a Godrej refrigerator that cools without a compressor and the Shirwal manufacturing plant of Godrej.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

System map is an understanding of the VLFM Small m to BIG M â&#x20AC;&#x2DC;s relevance to design 19

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Disruptive innovation (DI) is an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network, displacing an earlier technology. The term is used in business and technology literature to describe innovations that improve a product or service in ways that the market does not expect, typically first by designing for a different set of consumers in the new market and later by lowering prices in the existing market. In contrast to disruptive innovation, a sustaining innovation does not create new markets or value networks but rather only evolves existing ones with better value, allowing the firms within to compete against each other’s sustaining improvements. The term disruptive technologies was coined by Clayton M. Christensen. It was introduced in his 1995 article Disruptive Technologies: Catching the Wave, which he co-wrote with Joseph Bower. The article was aimed at managing executives who make the funding/purchasing decisions in companies rather than the research community. He describes the term further in his book The Innovator’s Dilemma. In his sequel, The Innovator’s Solution Christensen replaced the term disruptive technology with disruptive innovation because he recognized that few technologies are intrinsically disruptive or sustaining in character, rather it is the business model that the technology enables that creates the disruptive impact. The concept of disruptive technology continues a long tradition of the identification of radical technical change in the study of innovation by economists. By identifying untapped market opportunities and catering to those areas, DI can be achieved. Working in DI at Godrej gave me a great understanding of how the real industry works, what is DI, how DI has become a necessity in today’s dynamic scenario.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Disruptive Innovation at Godrej

An innovation that is disruptive allows a new set of consumers, an access to products or services that were earlier only accessible to high-end consumers. Companies following Disruptive Innovation in their initial stages have the following characteristics - lower gross margins, smaller target markets, and simpler products and services that may not appear as attractive as existing solutions when compared. Disruptive Innovation begins by understanding unexpressed needs and creating means for tapping those unexpressed needs. For example, 20 years ago, no one felt the need to communicate with their family members from a moving train. But, mobile phones created that need amongst the consumers and today there is an evident need to communicate from wherever they are to whoever they want to reach out to. Godrej has developed its own process of creating Disruptive Innovation. Currently, the DI process is used for unlocking large untapped market at the bottom of the income pyramid and fostering inclusive growth by improving their livelihood, living standards and their lifestyles. Thus, the DI journey helps to meet aspirations of millions of people and making a huge difference to their lives.

Navroze Godrej said, “With innovation as our most powerful weapon and a brighter future our most noble goal, we need to act now and ensure that in ten years we have the whole world asking - How did you find it in yourselves to rise up to the challenge?” Jamshyd Godrej believes, Disruptive Innovation is not something that can happen easily and quickly. To make it happen, you have to change the mainstream culture so that it is suitable for nurturing Disruptive Innovation initiative. The other important thing to remember is that Disruptive Innovation is not only about the product. It’s about finding new ways to do business, build new distribution channels, finding new ways to advertise, the disruptiveness must be built into the system, services and everything else. In the last few years, Godrej has been working on disruptive innovations like Chotukool, U & US and Industrial safety solutions that addressed the latent needs of the under-served population to improve their lives and create new markets. In the process, the essential skills for shaping innovations in the emerging Indian markets too evolved.

Above: The Innovation centre Right: Meta-physical Innovation centre 21

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Chotukool : Technology Innovation

Chotukool is a small 43l cooler that meets the daily needs of a family of five living in the rural and semi urban areas in India. • It runs on a Solid state cooling engine with advanced semiconductor technology instead of traditional compressors and refrigerants. • It operates on 12V DC- can work on battery, inverter or even solar power. • It is 8.9kg in weight and easy to move. • Chotukool has a small footprint (less than 592 x 418 x 472 mm) • The full plastic body is totally rust free • The conventional top opening ensures cold air settles down in the cabinet to minimize heat loss and power consumption. • It keeps the basic needs of water, milk, vegetables and fruit fresh and cool between 5°C to 15°C for a typical small family of five. • It works best in the average ambient temperature of up to 35°C prevailing in India. • At Rs 3250-Rs 3790(depending on the model), it is priced at about half the current entry-level direct cool refrigerators

with a new business model for emerging markets

Chotukool

Traditional refrigerators

Peltier Cooling

Vapour Compression

Weight

8.9 kgs

30 kgs

Size

43l

170l

Parts

200

Price

3250-3790

>7000

Through Entrepreneurs

Through Distributors and Dealers

Technology Product Structure

Value delivery

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

The Edison Awards, celebrating 25 years of honoring the best in innovation and excellence in the development of new products and services, announced that Godrej chotuKool was voted a gold winner in the category of Social Impact for the year 2012.

Selling chocolates and milk products to customers

Chotukool Green

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

5 STEPS OF ITERATIVE INNOVATION

1. DISCOVER: go to the field and observe. Take notes. Conduct interviews or intercept interviews. Click photographs. Sketch 2. SYNTHESIZE: Find insights to the observations. Make mind maps. 3. ITERATE: This step is about quantifying the possibilities for what has been discovered and syhthesized so far. 4. DEVELOP: Most times followed by a presentation of the previous step, build the concepts which might be interesting and desirable 5. VALIDATE: It is important to get feedback for what has been developed, so go back to the user! The shorter the cycles, the greater the possibility of understanding which concept will really work. For me Step1 & 2 took time initially, but it is important to get the gist of them for the cycle and keep moving on and then come back in the next cycle. Also,over a few cycles, one gains more assurance about the concepts itrated on, and hence the developmental step takes longer thereafter.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Initial Project Brief: to design a solution around cool drinking water for shopkeepers

initial brief being subject to change as per the flow of project 25

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Observations:

Iterative cycle 1: 4 day process I tried to understand and implement the steps as per my understanding in the shortest time possible which was 4 days. Jump into fishbowl. For research: Everyone drinks water, so everyone is my user. Since it was a short cycle, decided to do only intercept interviews and passive observations Went out to the field. Any location could be considered appropriate to find out one pain-point of a respondent, related to the project. Location chosen: Hiranandani gardens, a high end officemarket place, in Mumbai

• Cautious people prefer to drink ‘Bisleri’ water or clean water outside their homes • Some people feel shy to talk about their source of water because either they consider it dirty themselves, or feel a societal pressure of what others consider dirty • Outside home, many people might share 1 space of work. • An average small shop has from 1 person to sometimes even 6-7 people • The more the number of people, greater is the dependency on a service of water supply. • Lesser the people, more the number of individual items • Water from bottles are shared between 3-4 people, when they drink without touching the bottle to their mouth. • There is always low consumption at a single point of time and a higher load, because there is no time to manage the water everytime. • There are more bottles of water used/sold in public spaces, than the number of people accessing water dispensers.

the 4 day process was a fastest way of understanding and execution. It is implementable for design workshops, as in the innovation centre itself. 26

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

mind maps based on observations and intuitive information 27

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Generating insights based on photographs on field and interviews

Drinking Water is like having something disposable for some people outside homes, like an accessory that one can use and throw anytime. They need it, but donâ&#x20AC;&#x2122;t want it with them all the time.

There is greater ambiguity about the quantity of water that individual people drink because outside everyone shares their drinking water

Some people compromise for themselves outside their homes, when they are independent. Home is where they have everyone to care for, so they hesitate to make heavy investments for themselves alone.

People re-use as much as possible when out of home, to cut down on expenses.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Brainstorming about concepts based on research and mind maps and intuitive information

Concept: A technology that could be so cheap and replenishable and one could buy dipsticks in a packet of 4 that last a month upon regular use. It is a simple stick that can be attached onto any bottle of use, and when in contact with water, it would cool the water even further. Form: small and handy.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

“We don’t want something with us all the time while working. We would like to keep it somewhere safe if we had it. Out of home its better to drink from a public cooler.”

“I would not mind it if I could share it where ever I had my duty thorugh the day, at every location. At work, I don’t want to look after it.”

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Learning: • • •

•

Disposability of the product out of home? But is a sustainable model profitable enough? People do not mind sharing between known people out of home, for instance at workplaces. Targeting an individual outside of home to buy something solefully for themselves that they would not use for enough time of the day, is not value for money.May not be as easy as working on a group of individuals at a common place. Can we explore the idea of re-usability? Because that aspect feels like it cuts down expenditure.

Presenting at the end of the cycle to a team of people and receiving feedback, was a good process to undertake key concerns for the next cycle 31

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

A scenario based on the feedback and culmination of iterative cycle 1 32

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Iterative cycle 2 33

Time: 2weeks Didn’t create a product solution yet. Used the product analysis method to understand for individual drinking water solutions, and went ahead for research to locations to see how and where the product brief exists in a current scenario.

vikhroli

Location: Vikhroli Station market ( Location map), a market place next to the railway station on the Cental Railway Line. The station was built just before India’s independence in 1947 to cater to the needs of the sprawling Godrej Complex in the vicinity. The railway line runs through the suburb dividing it into East and West, like many other areas in Mumbai.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

The product analysis was a method adopted to understand if the clients wanted a solution for individual use, and if filteration was a proposition they would look at. At the end of the analysis, it was established that the product must be shareable between atleast 2-3 persons at one space. It was also felt that filteration becomes a point-of-use option for the user(drinks only where its possible to obtain filtered water) and the client clearly stated that filteration was not the priority for this project.Thereby making me understand that they were looking for a solution for maximum impact, through disruptive innovation. Cool water thereby became a far greater trigger for people to buy, than clean(which always remains as an ambiguous aspiration for the customer, its just a matter of knowledge that the water you drink is clean and not falling sick after that).

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Products used for analysis 1.EZ freezestick and water filter 2. Lifestraw-point of use water filter The Ez freezestick and water filter is a sport gear. It is made for a user to be able to have cold and clean water on the go. The stick is of two parts: the freezer gel stick and the water filter. The freezer gel stick is screwed to the water filter and the hole through it, allows the user to suck cool water from the bottle. Feedback: Water portability can be addressed using a freezer gel that can retain the coolness in an individual bottle for one half of the day. Maybe if the user finds water booths installed in several accessible locations, that dispense cool and clean water, he can charge his water bottle. A community water station that dispenses cold water and a portable unit that any user can carry around for half a day.

LifeStraw is a water filter designed to be used by one person to filter water so that they may safely drink it. It filters a maximum of 1000 litres of water, enough for one person for one year. It is a plastic tube 310 millimeters long and 30 millimeters in diameter, Water that is drawn up through the straw first passes through hollow fibers that filter water particles down to 0.2 microns across, using only physical filtration methods and no chemicals. The entire process is powered by suction, similar to using a conventional drinking straw.

Observations:

Product analysis and study of a freezestick (gel-based cooling) bottle and Lifestraw: 1. Refrigerator required for freezestick 2. Only an individual capacity use 3. Clear product semantics are good to capture the attention of the user: for instance the clear plastic grabs the attention or slender hold for any grip 4. When you can see the water going through the immersed system, there is a greater satisfaction of drinking water

If a system is immersed in the water and is visible, there is a greater satisfaction for the user, than otherwise.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Understanding the Just right philosophy: Meeting Dilip Bhai and his family. Three of us, Sujata, Tushita and I, visited Dilip Bhai’s house after one of the most exhausting days to only refresh ourselves while meeting such a wonderful and forthcoming family. Dilip Bhai originally comes from Kolkata and has lived at several places in India, before finally coming to Mumbai. He worked in hospitals and nursing before coming here. Now he works as technical support for the Chotukool services at Godrej. He lives with his wife and 2 children in Kailash Complex, a small community living on the hill slopes of Ghatkopar. When we visited his house, delighted as he was, he was waiting with his daughter Falguni in one hand and huge samosa packets in the other, at his friend’s corner shop. Although he received us at the road junction, not like his house was just there. We had to go through the serpentine route within the community to reach his brilliantly lit house, one of the few lit with a tubelight that time of the evening where there was a lot of loud music playing in the community. There had been a short connection with the supply line and because there was no fan working, Dilip’s wife began fanning us all with the traditional hand fan and we all took turns to enjoy the olden days.

We didn’t feel the heat so much, immersed in conversation with his wife, talking about their daily life and her aspirations for Falguni, who is in class 1. Dilip Bhai wanted to gift her an ipad if she stood first in class that year. We sat and saw each and every drawing that Falguni had made in school and how well they had preserved it. Dilip Bhai himself would take a keen interest in her studies and would help her with project models etc, because even he loved making them. In the following few months, he actually did gift her an ipad look-alike, a Chinese tablet, which even he used most times and even brought it once to office to exchange some old R.D Burman songs. As we sat talking, meanwhile Dilip bhai went somewhere and his wife served us with some Rooh-afza( a cool drink). They really were proud Chotukool users, for the fact that they didn’t need anything more that time. Although if you would speak to Dilip Bhai about the product, he would always have a list of improvements that he wished he could make to it. Their family has been living in Mumbai since the past few years and they feel they are pretty happy for now. Dilip Bhai really believes that you can get whatever you want wherever you want, provided you searched enough. As I worked with him during the project, I understood his diligence even with ‘jugaad’ everywhere and the Just Right philosophy functioning at varying levels.

The ‘Just right’ philosophy is the brand philosophy of the Innovation Centre. Ref. Tushita Gupta Animation Film design GDPD diploma prooject 36

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Observations to insights

Preference of buying storageware that would keep their purchase cool

People prefer cheaper alternatives when out of home: passive coolers like: Milton water jugs, iceboxes, and terracota pots (matkas) and immediate coolants like ice itself being dipped into their containers

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

People have to store water in several containers, due to erratic municipal corporation timings in sub-urban parts of the city.Even in commercial areas

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

People indulge in extreme cold because they want immediate gratification and they like it. People like to invest small amounts of money to satisfy their immediate demands of cold (buying ice),(keeping an assistant at work to fill water etc)

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Water dispensers are considered long-term investments for people, because they are expensive. People find comfort in keeping back ups in a place of work where they would be busy with other things.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Idea exploration based on observations

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Assembly test Attempted at making a functional prototype: at an early stage in order break away from ambiguity. Trying to assemble it t, i realised I had been making very random sketches. New technology is very bulky and heavy to use. The first prototype building and assembly test must be done as early as possible. With Dilip bhai, who is the technician help for the project, I was able to make a functional prototype using whatever was there in the workshop, in one day!

I used a plastic dustbin, fixed the new technology into it. The technology took me some time to understand. The decision therefore was to take a container which had flat surfaces and is long, so that it allowed the heat sink to be assembled onto it. The heat sinks of course are the ones that add to the bulk and weight of the peltier technology. • I had a tremendous amount of learning through the assembly of it alone onto a simple flat surface. I learnt minimum distances to be kept for the assembly of technology on a simple surface with insulation. Also, the kind of precision required for assembly, in order to test efficiency. Never having worked with a new technology at such an earlier stage of the project, I felt extremely excited to assemble it and test its efficiency. How can this process be simpler? (*should be part of ideation) We poured in 2l into the container, sealed the top and left for the evening, with the setup left on throughout the night. • The temperature drop, without any kind of insulation at this moment, was from 25.6 degrees to -5.6 degrees this morning! There was lots of heat loss from the four sides since they have not been insulated yet. The water inlet on the lid was just covered with something; to temporarily prevent some heat-loss. A weight of another heat sink was also added into the container, to balance the weight of the heat sink on the other side. • However, it turned out that the heat sink at the bottom was also channelizing the flow of heat in the container.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Water test

• I started with water temperature checks after testing that the assembly was proper and no leakages, I had to melt the thick frost deposited on the cold sink inside first. Cutting the electricity manually was the only way for now. This is where defrosting technology should be useful, where a temperature sensor is put and it automatically senses the temperature to cut the supply off until its warm again and the supply is on. • For the water test, I filled in 7l in order to immerse the cold sink entirely. I also made sure I upturned the cold sink which we had placed at the bottom as a weight, thinking it might allow a greater flow of cool water. Since there was more water, there was more heat loss as well. Also because the sides are not insulated yet, there was a lot of condensate on the sides and the bottom was the coolest. It also took longer to drop the temperature. • After feedback, I understood that I would need to provide a fan or something at the top that can help circulate the cool air upwards. So if the cool sink is at the bottom, it would be able to cool the lowermost portion of chamber very fast and the fan on top can pull the cool air slowly upwards, leading it become cool eventually. Maybe some kind of channels on the sides will enable this.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

opportunity: water bottles carried by auto rickshaw drivers under their seats

“ It would be great to have something like this. Something that works on battery. It fits perfectly under my seat and the for the customer, it could be kept behind.”

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Open brainstorm Closed this cycle with a brainstorm session in the office, trying to involve as many who wished to participate or provide ideas for a concern area related to water.

brainstorm ideas: what can design do for cool water?

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Iterative cycle 3

Deep dive 4 weeks

In this cycle I tried toexplore the initial brief in detail.: To design a solution around cool drinking water for shopkeepers. I tried to understand the target customers: THE SHOPKEEPERS: who are the prospective shopkeepers? what kind of shopkeepers are we targetting?what are the various personas of shopkeepers that we could look at? I tried to explore using the research method of POEMS and also figured a hierarchy of users by the DI method of understanding jobs and circumstances. Also prepared a detailed discussion guide for interviews

Location: • Dadar Matunga • Vikhroli Station • Ghatkopar medical shops • East side Vikhroli station

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Jobs and circumstances “Jobs to be done” is common terminology meaning, to identify unmet needs of the people. In fact the challenge lies in questioning the most appropriate one that the client company would decide to tackle. Hence for the project, although the initial brief was to design around a cooling solution for shopkeepers, I tried to go over the part as to WHO all want water outside of homes primarily and for whom is it most difficult to obtain it. Consumers in an emerging market cannot necessarily be defined by any particular income band as by a common ‘circumstance’: Their needs are being met very poorly by existing low-end solutions, because they cannot afford even the cheapest of the highend alternatives. What is difficult to answer in terms of jobs and circumstances for this project was that in a developing country like India, there are many unmet needs pertinent to water. Although provisions might exist by the government, or may be in the market, in reality it’s not reaching out the way it should.

JOB to be done: To access cool drinking water Circumstance: People who are not necessarily of the same income band, but want the same job to be done could be in different circumstances like: - Truck driver away for 8 days at a stretch - Guard on outdoor duty, sitting or standing in the heat - Traffic Police on duty in summer - Farmers who works on the field all day - Passenger stuck in traffic, with his personal water which has gone extremely hot - Construction worker on shift duty, so can’t necessarily carry personal water with them - Factory workers standing and working on shift duty - School teachers and Professors after class - Shopkeepers during business hours (Kiraana shops, Cloth Shop, Grocery store, Departmental store, small shops in tight alley markets) - Auto rickshaw on duty - Cycle rickshaw puller on duty - Domestic helpers on Duty - Gymnasium users after sessions - Street food vendors during office hours - students of panchayat schools in small villages in india - Ambulance and Fire brigade on emergency - Backpackers on the move - Tailors during business hours - Carpenters and commissioned workers during work hours - Hostel students - Women travelling distances to get water for their family from wells.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Went through an elimination process of identifying which circumstances need to be given more priority than others. The elimination was based on how important is the job to be done for the circumstance? What would be the frequency of use? What would be the major factors influencing the decisions ? As per the result, shopkeepers broadly could be a good starting point.

Consumer

Circumstance

How Important

Frequency of drinking water in a day

Factors influencing decision

Truck Driver

On the move

7-8

Price, Space, multi-purpose

Guard

On outdoor duty

Convinience, space, ownership

Farmer

lunch,while working,summer

9-10

Price, electricity

Passenger

Stuck in traffic in summer

9-10

emergency, need and availability

Construction Worker

Cannot access water at work

9-10

availability, price, ownership

Factory worker

Cannot acces water at work

9-10

availability, price, ownership

School Teachers

No water in school

7-8

Portability, price, convinience

Shopkeepers

Busy business hours

7-8

Capacity, price, convinience

Rickshaw puller

On duty whole day

5-6

Capacity, ownership, price

1- Not important 2- Want it but ok without it 3- Important but can ignore for now 4- Cannot ignore 5- Very important

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Detailed Discussion guide ++ PEOPLE AND BEHAVIOURS:

Who all work in the shop? From where does everybody come? Does anyone have an extreme need of working there? Since how many years have they all been working together? How has the shop grown? How did it start as? Why did they start? What kind of adaptations did you have to undergo, in order to fit it? How do you prepare for customers? How much do you have to teach/train? What kinds of bonds exist within the shopkeepers in one area? Do you ever have to share anything with them? Are people helpful? ++PEAK HOUR TIME:

What happens during a peak hour? Do more customers come during the peak hour? Or is just a crowd outside your shop? What kind of preparations do you do for peak hour customers? Does it ever get difficult to handle to customers during peak hours? How do you manage it? What kind of responsibilities is allotted for customer handling within your shop? What happens inside a shop generally in peak hours, as against non-peak hours? >>How many people would access a water point at one time? ++OTHER HELP AT THE SHOP:

How far is the home for most people from workplace? Do the workers in the shop get food and water from home? How much water do they carry from home? Are there any limitations to bringing/carrying water from home? Do you really feel thirsty at your workplace? Do you carry any water from home? >>Do owners have personal glasses to drink from, which are not placed with the one that everyone uses?

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

++ TASKS INVOLVED AROUND DRINKING WATER:

How can you classify the usage of water in the shop? Why do most shops keep jerry cans outside their shops? Do you need to fill water from somewhere else? Who fills the water? >>What other task would you usually accompany with drinking water? (because now you have water available) >>Are the number of containers more or containers larger, if there is more man power in the shop? >>When and who does the re-filling of water? Are there any reasons as why the water dispenser needs to be at the doorway and not inside? What if there was a provision to keep it inside would you still keep it outside? ++SOURCE OF WATER:

How far is the source of water? What did you do before you had a tap inside your shop? Are people allowed to fill water from inside if required? What others use would you put that water to, if you have a tap inside? How do you maintain the water at the tap? What are the water timings and do you have to fill containers? Is it the same at home as well? How are the conditions different at home than the shop? ++CURRENT WATER DISPENSER:

Where did you buy it from? Where did you hear about it? What did you hear? Why did you purchase it? If someday, it went out of order, what would you do? Would you buy something like this for home use? Where else can you think would you keep it apart from your shop if you had to? >>What are you future aspirations for the shop?

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

POEMS method of collecting observations from the field

P: People and Behaviour: What is their natural instinct? Understanding the people based on shadowing them, or being a fly on the wall, or after conducting interviews with them.

O: Objects and implements used pertinent to existing scenario and how are the user

interacting with them

E: Environment that the context is setup in. What are the barriers and motivations of people in that environment

M: Messages regarding demand for Cold water, which may be conspicuous or inconspicuos in some cases.

S: Services that people have to get things done

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

PEOPLE AND BEHAVIOUR: >> People trust the drinking water at places like food vendors, chemist shops,drinking water installations at the railway station • People trust the drinking water at places that they associate/or have some pre-conceived notion about its reliability or source • Paani puri eaters prefer drinking water after eating • Food vendors like to keep water for customers • Small hot-food shops keep water for their customer use • Dispensaries keep 1 open bottle of drinking water for their customers to take their medicines on the spot • People don’t like to drink water outside toilets, but have to if there is no other alternative

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

>> Rules of service to others • Outsiders are not allowed to fill their personal bottles from the owner’s water jug; one can use only the glass kept at the dispenser • People don’t like to show their source of water, but they keep their water dispenser/cooling solution visible to others. • People also find the task of re-filling their containers as tiring for themselves, hence get it done by others • Chunni is tied over the mouth of the container, so that it prevents some users from taking water from above by simply lifting the lid. 54

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

>> There are discomforts and boundaries around sharing artefacts that could be for personal use •

• •

Shop-owners usually bring their own bottles from home for personal use and keep a separate glass or bottle for others at the shop Customers might not be comfortable drinking the water from the glass. When people have to share a glass or a bottle, they never touch the bottle mouth or the glass mouth while drinking.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

>> People lack the judgement of the amount they need for 1 time use because they fill containers for the entire day. • •

People waste water filled in their water bottles when they go to fill. People drink lesser water than as much they fill.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Objects ARTEFACTS AND ACTIONS >> Use the same implement to fill water and to drink Shopkeepers get filled bottles and keep it with themselves, for personal use Shops keep lots of bottles and cans in which they can store water but keep one/ two drinking water bottles and share it between 3-4 people.

>> Objects /devices that are prone to damage/ man-handling are preferred to be kept at a safe place Matka is prefered to be used at home to cool the water rather than shops, but what to do? Most times people install aqua-guards at home but no their shops People are proud of making investments that last over time People keep their water at the doorway because it gets messy inside.

>>Shopkeepers have to make frequent trips to fill their containers If owners have the man-power, they would prefer to have larger storage capacity. The storage capacity of water jugs is very less for a user who has to sit in one place the whole day, and attend to thirsty customers and co-ordinate with thirsty assistants The water jug is sent home through an assistant to re-fill and get around lunchtime (not during peak hours)

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Environment and SPACE: >> The doorway/front part of the shop is an interaction space where other people can find easy access to water.

• These shopkeepers have a small radius of interaction with outsiders at their workplace. • Shopkeepers don’t move around and outside too much, but share a water ecosystem amongst each other for which they might go from one shop to the other. • Attendants, customers and owners are always at the doorway The coolers are kept at the doorstep or the maincounter.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

>> Things that people need the most are always at close visual distance • • • •

Coolers/jugs are kept in the front of the shops Shopkeepers create temporary spaces in the front end of the shop when their new stock has arrived The front end of the shop is where most of the activity persists for most of the day. Shopkeepers keep tarpaulin, sheets, jute mats, cardboard boxes, sticks, everything stuffed under one stool at the doorstep on which the water dispenser is kept.

>>There is more number of people required at the shop during peak hours • • •

Owners relegate responsibilities to their juniors to handle the space. There are back-ups required when the tasks increase. There are several co-activities such as: handling many customers at one time, handling deliveries alongside and water when required.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Messages regarding DEMAND FOR COLD WATER: >> There is frequent consumption of cold water • • • •

Water bottles from cartons are directly kept into the freezer to cool them fast Freezers in medical shops are filled with water bottles and not medicines Lemon ice water is sold outside in the hot sun Freezer compartment doors are broken to accommodate water bottles in old refrigerators found in dispensary shops.

>> Because a water filter costs more, people hesitate to buy a cooling solution as well. Hence they prefer to make a more cautious decision of buying a filter >> A cooling solution in the shop declares the thought of maintaining a healthy customer relationship.

>>Water is something that can be kept or brought outside for anyone

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

The POEM method of research was helpful in categorising observations from the field and being able to see insights in broad categories.. With the insights and observations together, it was easier to spot patterns and concerns.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Word association: mind mapping for inspiration board and ideation

QUALITY OF WATER Immediate Gratification ice water chilled lime juice chuski-gola soda ice cream chhaas(buttermilk) fan air conditioner cooler smell of good food

instant feedback Re 1 water pouches ice packs cold bottles out of refrigerators

sharing and ownership Quantity

Hygiene

Tight Space warehouse ration shop paan shop refrigerators 1bhk homes open shops

Back-ups inverter candles/matches/lamp extra containers stock of ration water tanks emergency disaster camp credit-debit card insurance batteries

land and farmers company and shares public space vendors food and water distribution security solutions electronic locking of homes facebook open source websites

psychosocial behaviours buying decision Services

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

mind mapping the water consumption scenario in urban and semi-urban areas

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Ideas from the field

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Concept areas

Concept 1: Mother always told me to keep some extra Many people like to store water and keep, because water is not available all the time, everywhere. Also since water is needed for cleaning and other jobs as well, why not store some extra water? Maybe even school children and outdoor travellers 68

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Concept 2: porto-cool for the storage and transport of liquids that are required to be cool, mainly for small vendors like juice stalls, or buttermilk stalls or lime water stalls in peak summer 69

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Concept 3: The service of water is the greatest service Many people in India depend on delivery boys to deliver water or ask their household help to fetch them water. This concept is for easy serving and carrying water. 70

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Concept 4: TEC WATER DOCK STATION for family/ community use: Everyone who goes out of the house, uses at the most 1 container of water bottle while they stay out of home for the day. Can we make nice insulated containers for the entire family(a family being the smallest unit of a community) to carry cool water through the day and come back home to cool their water over night? How can we turn it into a community solution? 71

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

CONCEPT 5: HOT AND COLD A single person can have multiple choices for water that different points of time. Many people only either drink (matka)temperature water or temperature is not a big difference: its primarily hot vs cold. In a family every person has a different choice of water temperature.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Concept 6: the universal lID People have so many containers with themselves, can the possibility of a cooling lid do the job of obtaining cold water whenever you want?

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

concept 7: Filter cooler for clean drinking Although the water may be well treated and cleaned and filtered in cities by the muncipal corporation, the way it is eventually stored and consumed is where the contamination lies many times. Since the water space inevitably becomes a multi-user space, can we make it a clean and hygienic practice semantically. Can we combine semantics and filtered water and our technology and make a filter cooler for clean hands? 74

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Concept 8:water storage+ your shelf/refrigerator Several small shops have refrigerators and their main task is to shelf everything before selling. Can a water cooler be combined with what the shopkeeper has or is likely to need? How can a cooler be combined with a storage and display space.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

COncept 9: a cooling immersion An instrument to dip into any container and use tocool the water in contact with it.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Validate

The hot and cold proto as well as the universal lid proto were taken to ask a few shopkeepers for their opinion around it. Users were comfortable with the concepts and were happy with the unique possibility of obtaining hot and cold through the technology.

For the u-lid immersion concept, the comparison to a immersion heating rod, misled the users to imagine that the device would cool in the same duration of time as that. Observed that shopkeepers do not wash their drinking water storage very often.

Kirana shop owner, Vikhroli east side station, Mumbai 77

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Rajiv Paria, Vikhroli East station side, Tailor shop with home above the shop, Mumbai

•

• • •

They indicated that they would themselves only drinking around 1-1.5 l of water in the shop, drink more at home. They like the idea of immersion cooling because of its flexible usage. Felt that a basic filter should accompany the device. Thought that the immersion cooler would be nice for a bucket of water for cooling/heating for bathing as well, besides drinking.

• • • •

Because the concept of universal lid had a flexible container( use any container), they didnt ask about the capacity it would cool. Could it become a problem when the load would become too much. Came up with the the idea of around-the-year use(winter and summer) because of the hot/cold technology output Users imagine a sleeker and more compact flexi-cooler.

•

• • • • • • •

They felt that the device was a very appropriate time, appropriate use kind of product. They need not use it everyday. They asked about its capacity and felt 2.5l was too less for the hot/cold concept Could the u-lid concept be communicated as a matka that gives hot and cold water? Asked if one(hot/cold)of them could be switched off when not needed. They were worrying about the time that it would take to heat/cool if its not like the heating immersion rod

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Train journey to Ahmedabad 79

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

CORE INSIGHTS ON THIRST

1.The human brain feels extremely insecure outside of home at unknown places. Curbing thirst is never easy. Therefore, we see people carrying water bottles. People keeping a lot of back up water where there are taps and water supply.

2. There is a perpetual readiness outside of home, that the mind needs to be trained against.( it translates as thirst: -one see a lot of services(dosage patterns: water pouches, small 200 ml bisleri bottles at meetings etc) -self-initiated consumption: a) storage patterns (water bottles, water campers) b) usage pattern: ( keep it filled and drink whenever, keep it cool for consuming it cool, drinking in glass, against using hands.)

3.Desirability of drinking water differs by perception from cool drinking water, but it overlaps at the time of consumption Drinking water: clean, visibly clean, perception of dirt/ colour etc Cool drinking water: satiate(satisfaction), sensory

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Tech-cycle 82

Interfacing with technology -Why TEC for India -How does it work? -Experiments conducted -Other possible configurations -Assembly of the engine and parts -Final Proof of Concept -Proposed change in Technology configuration

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Thermoelectric cooling The thermoelectric effect refers to a phenomena by which either a temperature difference creates an electric potential or an electric potential creates a temperature difference. These phenomena are known more specifically as the Seebeck effect (converting temperature to current), Peltier effect (converting current to temperature), and Thomson effect (conductor heating/cooling). While all materials have a nonzero thermoelectric effect, in most materials it is too small to be useful. However, low-cost materials that have a sufficiently strong thermoelectric effect (and other required properties) could be used in applications including power generation and refrigeration. Thermoelectric cooling uses the Peltier effect to create a heat flux between the junction of two different types of materials. A Peltier cooler, heater, or thermoelectric heat pump is a solid-state active heat pump which transfers heat from one side of the device to the other, with consumption of electrical energy, depending on the direction of the current. Such an instrument is also called a Peltier device, Peltier heat pump, solid state refrigerator, or thermoelectric cooler (TEC). They can be used either for heating or for cooling (refrigeration), although in practice the main application is cooling.

It can also be used as a temperature controller that either heats or cools.A commonly used thermoelectric material in such applications is bismuth telluride (Bi2Te3). WHY TEC FOR INDIA? The main advantages of a Peltier cooler (compared to a vapor-compression refrigerator) are its lack of moving parts or circulating liquid, and its small size and flexible shape (form factor). Another advantage is that Peltier coolers do not require refrigerant fluids, such as chlorofluorocarbons (CFCs) and related chemicals, which can have harmful environmental effects. Its main disadvantage considered in other countries is that it cannot simultaneously have low cost and high power efficiency. However, in the tropical climatic conditions of India, TEC works best for “Just right” cooling solutions, that would allow one to cool not more than needed. Extreme cooling is a wastage and why waste when “Sufficient is Plenty”.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Parts of the engine and their key roles

Engine configuration as provided by Sheetak Technology, a start-up founded in Austin, Texas, manufacturing this lowcost solid state cooling technology, replacing the vapor-compressor technology. Diagram courtesy: Prashasti Chandra

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

How does it work? When the TEC chip is connected to power supply, it automatically turns hot on one side and cold on the other due to the semiconductor junctions (p and n junctions). When used for the application of heat rejection from a space (like in the case of chotukool), the chip is attached to an entire ecosystem, every element of which has its specific task to perform(as shown in the image). The assembly of heat and cool sinks, axial fans, the copper tubes, and most importantly their perfect contact are what make the process of heat rejection using a single TEC chip so efficient. The insulated container of 43l (the chotukool container) takes approximately 5-6 hrs to achieve a drop of 27°c from its ambient temperature, using the power supply of 220V(AC) converted to 12V(DC). The power consumption for this heat rejection system is approximately 66W/hr, and once the drop is achieved, there is an automatic supply cut (from 12V to 5V input), usually around 10-12°c. The heat rejection must always be released into the environment, which will not be influenced by a small amount of heat released.(Also it is the release of primarily only heat, which is air, and not any CFC or gas that would harm or affect the environment).On the other hand, if the rejection system were to be closed, and the heat to be considered for further utilization, the TEC would align itself to the ambient temperature, like always. Hence, with an increase in the ambient temperature (which is the hot side of the chip and in the closed space), the cool side of the chip would soon achieve an equilibrium and stop giving a drop.

The TEC chip works across ∆ 20°c (as per how the current technology exists). Hence applications where both hot and cold properties of the TEC chip are required would be harder to achieve at this stage. For most hot and cold applications, the temperature difference required is almost ∆60°c. The system works in applications of giving temperature differences from ambient. In doing so, it finds itself, suitable for applications such as drinking water and refrigeration etc. and competing against the current excessive use of water coolers, dispensers and frost-free refrigerators. The switch to the usage of this technology is a change of mindset not only for the manufacturers, but also smart consumers who mostly only compare against performance and efficiency.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Parts of the assembly

heat rejection engine: essentially s shped bent copper tubes joint to a flat copper plate and a radiator(heat sink)

cool sink, in chotukool with a fan as well 86

H block used for no displacement of the chip from its position

Axial fan fixed to the heat sink for a good flow of air

H block with chip

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

spacer block(left) made exactly to the size of the TEC chip for good transmission of cold

Under the chip is the spacer 87

mounting plates for the spacer block onto any flat surface

thermostat sensor, other end goes into the PCB

PCB for chotukool

input cord for chotukool.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Assemblying the engine

Find a flat surface

Take the cool sink

Place the plastic fitment over the cool sink holes

Place the square Spacer block inside it

Check if its placed well

Apply anabond again over the spacer block

Screw the fitment

Place the Peltier with the hot side facing up

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Screwinto both holes

Place the H block against the fitment

Apply Anabond(thermal grease) in the Square section between the H block

Place the flat copper tube part over the chip

Use a back plate to keep the copper tubes sitting against the entire assembly

Screw the backplate against the copper tube

Session courtesy: Dilip Bhai, Tojo Thomas & Prashasti Chandra

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Experiment to make ice

Small experiments while iterating on the concepts for technology interfacing with design, really help in a clear understanding of the technology. Experiment objective: To test if a small quantity of water (approx. 15-20 ml) kept in direct contact with the peltier chip, would give ice and in how much time?

Key inference : 1. yes Ice can be made, but its not so easy. ice-making possibilities/applications are difficult because it is taking a long time as of now, at this current capacity of the peltier, and an ambient temp. of 23.6°c. 2. aluminium conductors are good to conduct heat.

temperature

Using an existing prototype of chotukool, we were able to get this done faster. The proto was a tin box insulated using 1 inch thermocol on all sides and the Sheetak technology fixed to its side face. The orientation of the prototype while conducting the experiment was however changed to be kept with the technology engine face down, and an aluminium cup holding around 20-30 ml of water, was placed in direct contact with the chip’s cold face. The container in this case was to act as a cool sink and the aluminium cup as an external spacer block.

Key observations: 1. temperature drop till zero degrees was reached in 1hour’s time. 2. ice formation at this stage was partial, with water at the top and slushy ice at the bottom (we opened the door and checked) 3. leaving it in for another 90 mins, the water became a block of solid ice, a temperature of -7.2°c. 4. due to moisture, there was some frost on the aluminium cup as well.

time 90

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Aluminium foil used to make the cup and coloured water

Placing the thermo couple sensor in the water

Cup kept in direct contact with the extended spacer block

Frost appearing on the cup wall, after 1 hour and partial ice formation of water

Ice brick with the embedded thermo-couple sensor

Time check during experimentation

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Experiment to test the container itself as a cool sink Experiment objective: To test how good is an aluminium box for cooling/containing water with the peltier chip The same insulated aluminium box was taken to conduct this experiment, with the temperature probe inserted in the water furthest from the chip. Around 6l of tap water was poured into the box and the chip contact in the box was completely immersed.

Key observations: -While conducting the test, the ambient temperature was higher than the temperature of the aluminium container itself -temperature of water initially taken, was higher than the ambient temperature of space. -It takes around 1 hour to reach ambient temperature for water -Early ice formation observed around the immersed chip contact area in the form of a circular wedge hemisphere, thicker at the top surface , thinner at the bottom. -Last water temperature with ice formation around the chip area = 0.8°c

Key inferences: -6 l of water in an insulated aluminium box takes

around 10-12 hours to cross a ∆20°c -the chip cools the container first in this case, so lesser the heat loss from the container: either by insulation and sealing or by using a smaller space all together, the faster the water will cool. -Ice formation around the chip area alone first, would impede the cooling of water in other sides of the container. -It would be difficult to establish a ∆20°c at higher ambient temperatures and higher volumes of water.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Ambient temperature and temperature of water at the beginning of the experiment

Ambient temperature and temperature of water after more than 15 hours of the experiment

Formation of ice around the contact area of spacer block and cool sink container

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Experiment with agitation in water

the agitation did not help any cooling

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Experiment with 1l of water in aluminium box Objective: To test 1l of water in an aluminium box. The insulated box in itself acting as a cold sink. The same insulated aluminium box was taken to conduct this experiment, and the temperature couple was placed in the water, away from the chip.

quantity experiment

Key insights: 1. Too much heat loss thru cooling of other parts of the box which need not be cooled, but are getting cooled since it is a big box. 2. Lesser quantity will deliver a good outcome, and even faster. Idea of a test rig for experimenting with various quantities of water and finding the most suitable quantity against time.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Experimenting with top immersion of cooling engine The experiment in itself was difficult to achieve because of the peltier chip had to be kept away from the water to prevent a short circuit from happening when electricity is passed through it. It was also not very siccessful because the cool sink on the top was placed horizontally from the top, so once some water was consumed, it would not be in contact at all.

There were 2 things to look into from this concept: 1. waterproofing the TEC and the electrical parts 2. the orientation of the cool sink, or a new spacer block.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Experiment with different form of a cool contact with medium Objective: The experiment is to test a different form of a cool dissipater inside a space. Insight: - The metallic cool dissipater must be compact. -In order to work with a different form for a cool dissipater, I need to think of a way that it can be a part of the spacer. - the key is to design a new spacer block that will sit flat facing the peltier chip face.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Ideas for a new Spacer Block Design

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Some other configurations

two copper pipes on each side and heat sink size reduced >>using 2 chips to cool water faster??

using only a single copper pipe foe heat rejection?

fitting the single copper pipes such that they cool on 2 adjacent faces of a box.

typical closed cold immersion with the current engine

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keeping the cooling immersion int he middle and fitting a filteration unit above it.

helical cool sink? 101

the copper pipes being longer and their width of the existing ones also reducing, so as to cool water keeping the system in the centre.

straight pipes in a glass tube, witht he cool sink at the bottom.

double heat sink configuration TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Other engine architectures with Double engine configurations

1 rage water sto

water storage

2 3

extra capacity water storage water storage

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Concept selected for Proof of concept

Immersion concept taken very objectively, combining with the universal lid concept: Direct contact cooling of water with the cool sink immersed in the water. To to proof of concept in order to find: 1. the appropriate volume 2. the best configuration 3. efficiency of delivering in the right time duration 104

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Heat rejection fins

Heat rejection fan

Copper tube (straightened in the workshop) Copper plate current available bent pipe supplied TEC chip Spacer block

Cool contact sink

IP 66 and 67: protected against temporary flooding of water-limited ingress and protected against effect of immersion between 15 cm-1m 105

THE SKELETON TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Aim: To cool a small volume of water by a top immersion setup of technology and record the time taken to do the same. Methodology: Volume for testing: 3l Shape of container: square Material of container: 2mm PE plastic Ambient temperature: 23.8°c (dehumidified environment)

1st stage TEC Chip test: Direct spacer to peltier contact assembly test. Result: 10 minutes = 45°c drop

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2nd stage Water proof test 1: Small PE plastic box insulated from inside, covering the chip and spacer block area only and sealed with first RTV silicone. Sealing failed with water entering the box when submerged in water completely. Reason: Bad sealant application

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Water proof test2: Wider box taken, insulating from spacer till the fan. Sealed with Mseal. Chip test: Direct coolsink to spacer to peltier contact assembly test. Result: 10 minutes =20Â°c drop

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3rd stage: 1. Placed in a 3l capacity bucket., the cool sink partially out of the water. Experiment discontinued, due to size of bucket being inappropriate for testing. 2. Placed in a 5l capacity square plastic container, with the cool sink completely immersed in the water and no insulation: Temperature readings: Ambient temp: 23.7°c, volume : 3l water 2:35 pm 21°c 3: 15 pm 16.7°c 3:30 pm (almost 1 hour) 13.5°c 4:50 pm (2hr 15 mins) 10.2°c 5:30 pm ( almost 3 hours) 9.4°c Left running over1 complete night and day. Final Temp 9.3°c Sweating observed on the can over time. 3. Placed in a 3l capacity glass vase, with the cool sink completely immersed in water, no insulation (except the vase placed inside a thermocol container to avoid condensation on the table.) Temp readings: Ambient temp: 24 °c, volume: 2l water 3:40 pm 21.9°c 5:00 pm (1hr 20 mins) 12°c 5:40 pm (2hrs) 7.7°c 7:00 pm (3hrs 20 mins) 5.6°c

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TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

4th stage Placed in a 3l capacity glass vase, with the cool sink completely immersed in water, no insulation, no thermocol box Temp readings: Ambient temp: 23°c, volume: 2l water 11:00 am 22.1°c 12:00 pm 14.5°c 1:00 pm 10°c External surface temperature: 13.5°c

5th stage Placed in a 3l capacity glass vase, with the cool sink completely immersed in water, no insulation, kept outdoor Temp readings: Ambient temperature: 29-35°c (rainysunny weather), volume: 2l water 11:50 am 24°c ( at ambient: 29°c) 2:20 pm 21°c ( at ambient: 35°c) Experiment conducted in the outdoor, with no proper sealing from the top and no insulation from the sides.

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6 th stage

Placed in a 5l plastic box, with cool sink completely immersed in water, 20mm insulation on all sides(even top), 1 outlet for tap Temp readings: Ambient: 24.6°c(indoor) volume: 3l water 11:07 am 26 .7 °c 11:10 am 25.9 °c 11:20 am 24.5 °c 11:25 am 23.7 °c (water started leaking from side, so placed into another container) 11:30 am 23 °c 11:40 am (1/2 hour) 21.6 °c 11:50 am 20 °c 12:00 pm 18.7 °c 12:10 pm (1 hour) 17.8 °c 12:20 pm 16.5 °c 12:30 pm 15.3 °c 12:40 pm (1hr 30 min) 13.9 °c 12:50 pm 12.6 °c 1:05 pm 11.4 °c 1:10 pm (2 hours) 10.9 °c 1:30 pm 9.1 °c 2:00 pm 6.7 °c 9.0 °c Poured 500 ml of water from top

Experiment set up in workshop

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DEEP DIVE 2: 3 weeks duration

Iterative cycle 4

Creating personas for a structured process of brainstorming

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Personas: They are a fictional representation of a real person or a real group of people that I have met. It is a process wherein, a fictional description of someone who embodies the characteristics and the wants and the needs of the people I have met during my research. A persona per say defines the group of people that one has spoken to and the ones that stand out as personalities. In another sense, they are an aggregate of multiple personalities seen off the field. The constituents of the persona embodiment here is: 70% observational insights and insights from conversations and interviews 20 % are intuitive, which are based on my presumptions and associations with the place and area 10% of it is fictional, which is just to give a human body to the persona.

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Persona 1: Mr Deepak , owner of a local kirana shop, with Raju and Neeraj as his supporting employees.

Painpoints and opportunities: >> Look for cheaper alternatives for employees: and do not like to spend too much over something that can be managed easily >> space constraints >> drinking vessels must be for sharing.

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Mr Deepak owns a local kiraana (grocery) store, selling products for daily needs in an Indian kitchen. His wife would also come to the shop sometimes in the evenings, after finishing the household work. They keep every kind of product that would be useful for cooking in their shop. They have a coca cola visi-cooler for beverages and drinks. A lot of good sales happen in summer due to the cooler, but it takes a lot of electricity to run it. Sometimes even they cool a few of their own bottles of water in the beverage cooler. They keep their extra stock in a go-down which is upstairs and usually the 2 helpers help Mr Deepak with the arrangement and replenishment of the stock on the shelf. Their shop is a tight rectangular passage shop, with every wall space, covered with shelves for storage jars and products. There is barely any unused wall space. There are switch boards at the back of the shop as well, where the two employees charge their own cell phones. There are a few corners at the end of the shop, where there is nothing kept or placed for display. The idea of display, however, is very integral to Deepak’s life, where even at his home; you can find things at display very properly, like family photos ,Ganesha idols, children’s trophies from school etc. Objects that they share in the shop are mostly kept at the back of the shop. Items like the umbrella hang on the wall and several empty plastic bottles that are used for water sometime or the other by anyone are placed on a shelf behind. They get water from a nearby M.C. tap. There is no water connection inside the shop. Mr Deepak however, brings a steel flask from home, in which he carries clean water, which has been boiled once at home. He lives nearby so his wife sends his lunchbox to eat at the shop itself, with another bottle of water. At that time, he exchanges his steel flask for the rest of the day. His wife is very particular about his health. He prefers to drink from bigger containers like bottles than glasses, because they can be shared amongst more people that way. Since the space is full of food and very tight, beware of the rats in his shop! Motto: “MY SHOP, A PROSPEROUS SHOP”

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Persona 2: JAGMOHAN AND JEEVAN, Father-son professional ladies tailor shop with 1 karigar who comes from outside everyday. The shop is a shop-cum-flat, with the house behind the shop. They have a small room towards the inside where the main tailoring work happens. Jeevan and his family live behind the shop, and the Jagmohan, is father has also been living with them since many years now. There are 2 small children in the family, one is 3 years old and the other is 7. Both go to school and love playing around in the shop when they return. They keep a matka(terracotta pot) in the shop for use within the shop. There are 2 steel glasses kept alongside it, placed on top. Everyone who wants to drink water within that space, accesses that water kept there. Fresh water is filled from the house and brought in bottles and filled right there, by either the wife, or sometimes the maid as per instructions, who also cleans the shop. The matka is cleaned once in a while where it has to be taken inside the house and cleaned in the kitchen sink or a tap outside in the courtyard behind. They keep the matka more towards the inside of the shop, to avoid it from breaking accidentally during any interaction or movement within the shop, which is pretty frequent being a small shop. It is placed on a stool somewhere on the side so that no one is disturbed by its presence. Customers who come to the shop are mostly women and they take their time in giving their orders. Sometimes the tailors like to indulge in hospitality, if the customers are good friends. Then for them cool water comes from inside the house (fridge water) or even cold drinks. They like to maintain a very clean workplace. There is a small mat placed under it because inevitably it gets messy around that area. Everyone is not very particular about pouring or filling water carefully from the tap, which is slightly too low for access. The children especially not and customers donâ&#x20AC;&#x2122;t bother so much. The karigar who comes from outside, usually brings his own water bottle, or fills it himself, either from the shop matka, or from outside, when he takes a break. But everyday, before leaving for home, he fills his bottle. He keeps several empty bottles in the shop as well for hiimself. Stools for owners, employees and customers are found in the shop. There are shelves made for display. They try to be trendy and up to date with fashion magazines and posters, which are found in the shop and they also have a TV. Family and wife also come around the shop during the day sometimes. Aspiration: a bigger shop with more tailors and karigars: JAGMOHAN &SONS Painpoints and opportunities: >>matka cleaning remains as separate task, because its not part of the home and therefore not cleaned for ages >>have to be very careful with the matka and the children in the shop. The matka tap also creates a mess if not closed properly.

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Persona 3: Mahesh (street food vendor) He works with 2 supporting employees, who are is wife and a friend currently, and is a fairly popular street food joint for customers.He sets up his stall everyday by 8 30 am(office-time) He has fixed time duration at one location during the day and he shifts his location twice. He brings everything (utensils, containers and tumblers) from home in an autorickshaw who is also friend a friend from the same community. He carries lots of jerrycans to fill water for drinking and washing during the day. Most often he fills water from a municipality tap nearby, for which he has to walk around a kilometre uphill and back. He uses oil canister with a tap for drinking water containers-which is for 25-30 rupees/can, bought from a local kabadiwala.(the kabadiwala works within an ecosystem of garbage collectors and separators, who collect, clean and, recycle and re-sell containers, tumblers, cans etc at a much affordable price for street vendors.) Mahesh tries to be as resourceful for his customer to attract them and be more popular. So he says that if the customer likes spicy food, he makes spicy food, and then they ask for water, so he gives them water also. He keeps 1 steel glass and 1 litre jug for water for customers only. There is very fast consumption and movement around his shop in peak hours: which is a high stress point during the day but he likes it because it’s a good business time as well. The space always gets messy around the water therefore he keeps it slightly away from the place where everyone usually stands. He pays rent to MC of around _____ for the space and time It’s mostly men who stand and eat and drink thereat his shop, women usually pack and go. Most customers eat with their hands and like some water for washing their hands as well in the end. Aspiration: To open a street food chain in the city and have a Bollywood star eat at his stall Motto: “Because I care for my customers, I would…”

Painpoints and opportunities: >>working outdoors, requires very good insulation of containers and they are not willing to spend as much if price is too high. >>Want very cheap investments. Kabadiwalla: who can be given simple attachments to fit into the oil canister lids and be sold.

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Persona 4: Mr Agarwal, Hardware shop owner Owns 2 shops in the city 4-5 employees in one shop Lives nearby, but has to travel to his other shop every afternoon after lunch. Switched from a 20l water camper to a water dispenser that looks like a tata voltas 6-7 years ago Employees used to bring their own bottles of water, or would have to manage on their own by going to nearby hotels and drinking water. Now they don’t. Now dependent on the Bisleri bubbletop supply Every morning when the shop opens, 1 person cleans and changes the bubbletop and switches the machine on There is a water source in the shop as well to bring water for cleaning from inside the shop and sometimes people even drink that tap water. His son looks after the shop in his absence, afternoon onwards. There a few special glasses kept aside in a shelf, which is for special clients or family use only. Otherwise shop employees use the steel glass or jug, kept near the dispenser. Aspire: to keep a small fridge for cold drinks and water in the shop for clients it’s good to have. Many times when there are more guests then they have to run and get a 2l coke bottle from nearby with plastic glasses. They have recently started keeping a tray in the shop as well. Aspire: Wants a larger clientele with famous associations. He also wants to make more space in the shop to keep a small fridge for cold drinks and water for clients. Motto: “Assurance for every deal”

Painpoints and opportunities: >>Lack of space, but wants more and more >> Should last long, no matter what the conditions around >>Many people accessing water at certain times >>Cooler should be presentable even in front of clients

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Persona 5: Mrs Jolly, Beauty parlour owner. She did a beautician certificate course and now runs this parlour besides looking after her home. So she comes to the parlour only in the second half of the day, which is when she believes there are more customers. She has 3 women employees for the shop who are trained to look after the shop. Her major customers come only in the evenings, and they are mostly young clients. The shop is walking distance from her home. She used to have a fridge(small one) now it doesn’t work. Getting it repaired is a major pain point. She has employed one small boy to do their errands at home and at her shop. Most of the times her women employees don’t like to get out of the shop and bring things from around and that’s when the boy is useful. Her employees carry their own small plastic Pet bottles that fit in their bags for water; otherwise, the boy would transport two big bottles of water from her home to the shop, everyday. The women don’t feel the need to drink that much water through the day, however, customers often ask for water while waiting. Some customers sometimes bring their children along too. Evenings are mostly very stressful for them because customers come and have to wait and the parlour is not very big. They have a tap with a basin, buckets and mugs and a huge water tumbler which is filled with a water pipe. She thinks that water coolers are too expensive an investment to make, and hence choosing to be ignorant about them. Their shop is earning pretty well , because they switched from a radio to a TV and an AC. They are economical for their customers and trendy, as they keep several fashion magazines and have posters of popular actresses stuck on the walls.

Painpoints and opportunities: >> Repairing if anything gets spoilt >>Helper boy transporting 2 bottles of water from home >> Managing the customers when there are too many

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TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Action Oriented Behaviour Study Understanding of behaviour through actions. The key actions from the behaviour study of the personas that are pertinent to their interaction with their surroundings and existing products. These insights hold value for the semantics and interaction with the new product.

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++Weight of storage

> Lifting heavy canisters to fill water into dispensers could be affecting health. >have to lift the entire device in to out of context atleast twice a day. >people donâ&#x20AC;&#x2122;t like to carry bottles of water if they are aware that water would be available.

++Hygiene yet coolness at workspace

>buy cheap, available ice and drop into their own water storage >wash and clean your hands before drinking >wrap up or cover the water storage and keep it at a space for better access

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TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

++Ready made

>keep water accesible when extremely busy >having it ready when you actually need it

++Clean what is visibly dirty | visible dirt is a trigger to clean

>collecting the water dripping by placing a bucket, if there is no drip tray >cleaning of container not very regular and proper at workspaces

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TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

++ Long lasting material

>Plastic is good becuase they are re-usable and available for cheap >metal is better than plastic or terracota >copper and steel matka have an indian aesthetic value

++ Tight space

>around1.5 sq feet of floor space or lesser exist in small shops to keep water > Commercial electricity rating is 5 times more than residential.Hence they minimally consume the power consumption of 1 fan and 2 CFL bulbs only.

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++Women inclusive design

>Women who work outside of home, drink lesser water, because they feel a societal pressure of work

++Dedicated space for implements of use

>placing a special stand to keep the container or the device >placing the glass/flask on top of the water jug/ milton camper or close access

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++Filling water

>a bottle of water is always repurposeful when out of home >filling bottles /flasks/jugs/glasses to consume water >fill using mugs from storage containers >people dipping their glasses through the mouth of the matka considered unhygienic, therefore wrapped with a piece of cloth that serves as a basic filter as well.

++Sharing between people >plastic bottles are good because they can be

shared easily and can also be of personal use >jugs and bottles are good for sharing >people drink keeping the bottle above their mouth, without touching it.

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TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

Concept Sketches using existing configurations basic immersion with straight copper pipes and heat sink and the fan being at the top and a metal contact cool sink that goes into the water

basic immersion with water inlet wirh the machine

basic immersion with water inlet and some storage attached on top

making the fan iconic for the form: how the users would identify with the product 124

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JUGMUG same implement for drinking and pouring for around 3l of water

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In India, people are very traditional about many of their tastes and one of them is their inclination towards metals like brass, copper and silver for utensils. Can we have a regal looking shiny copper vessel or a copper cool sink or a copper incasing? >>even steel, which is known as the common manâ&#x20AC;&#x2122;s material.

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Other possible configurations and interventions

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foldable /expandable capacity bag

>>size and space are two major concerns in outdoor workspaces in india. Can we be more adaptable in our design? 129

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Can the engine size be reduced so that it could go inside any container without taking much space? in return become more portable? >>Can a radial cooling system be fixed for heat rejectionon the top? universal storage concept: for many sizes of containers

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>>can the coolign engine be reduced in size? and made aesthetically good looking? can it be fit into anything? even if we tied a plastic bag of water around it? >>will reducing the length of the copper pipes rejecting the heat, affect the effciency of cooling? >>Can three or lesser copper pipes do the work of four?

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Concepts with respect to area available in the space

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For vendors who prefer buying jerry cans and oil canisters for water from the local recycler, could the technology be so cheap and easy to fit that he could fit the cooling engine on the lid and re-sell the canister.

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EVALUATION OF CONCEPTS 135

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Design proposition for Current Configuration of the engine for Iteration cycle 4 user semantics final design drawing rendered model product manual

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R10.00

Ø15.00

230.00

R15.00

R16.25

100.00

R15.25 R14.00

R18.00 R17.00

Ø28.00

177.50

Ø32.50

3.50

6.00

5.00

13.00

3.00

Ø20.00

21.00

R27.50

JACKET TOP

WATER INLET STOPPER

3.00

R1.00

WATER INLET CAP

R0.50

35.00 55.00

10.00

ELEVATION

WATER INLET PIPE

NAME- TEESTA DAS

PROJECT TITLE- DISRUPTIVE INNOVATION:COOL DRINKING WATER SOLUTION

DATE- 23.10.2012 ITERATION CYCLE 4: DESIGN DEVELOPMENT: UNIVERSAL COOLING LID

ORTHOGRAPHIC DRAWING: JACKET TOP COVER AND PARTS

DIPLOMA PROJECT: NATIONAL INSTITUTE OF DESIGN, AHMEDABAD | GODREJ INNOVATION CENTRE, MUMBAI

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5.00 121.00 R12.00

R15.00

FRONT GRILL

135.00

7.00 7.00

TOP

R3.00

R4.00

Ø6.00 Ø110.00 30.00

52.50

220.00

340.00

ELEVATION

NAME- TEESTA DAS

PROJECT TITLE- DISRUPTIVE INNOVATION:COOL DRINKING WATER SOLUTION

DATE- 23.10.2012 ITERATION CYCLE 4: DESIGN DEVELOPMENT: UNIVERSAL COOLING LID

ORTHOGRAPHIC DRAWING: FRONT JACKET AND PARTS

DIPLOMA PROJECT: NATIONAL INSTITUTE OF DESIGN, AHMEDABAD | GODREJ INNOVATION CENTRE, MUMBAI

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260.00

230.00

224.00

79.50

105.00

5.0

130.00 21.50

60.50

10.00

100.00

Ø20.00

12.00

3.00

TOP

Ø5.00 Ø9.00

FRONT ELEVATION

NAME- TEESTA DAS

PROJECT TITLE- DISRUPTIVE INNOVATION:COOL DRINKING WATER SOLUTION

DATE- 23.10.2012 ITERATION CYCLE 4: DESIGN DEVELOPMENT: UNIVERSAL COOLING LID

ORTHOGRAPHIC DRAWING: LOWER PLATE: THE LID PARTS

DIPLOMA PROJECT: NATIONAL INSTITUTE OF DESIGN, AHMEDABAD | GODREJ INNOVATION CENTRE, MUMBAI

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Design development of the Working Prototype

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PP Bottle cap MS/ Aluminium Handle HIPS Body Jacket

LDPE plastic waterpipe PP Front grill Axial fan

Heat rejection assembly Lower base plate in SS/ alumunium/PS Peltier Chip

Aluminium Cool Sink

Power Supply chord

IP rated PP/ABS Water proof box

Aluminium Spacer Block

PE/PP/Aluminium Water Bucket

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User Semantics

Steel flask for drinking water from above the mounth Easy flow of water- beaker design? The steel flask is for the familiarity and comfort with the material

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Interaction and familiarity of a bottle

How would the user identify with it? Since it is a new product, it should be carefully used for some familiarity of the product. The bottle cap on top makes it indicate the water inlet. Recessed spaces are for the grip of the device.The vents would be in the middle, to avoid any contact by user. 143

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suitcase handle

flip cap

hold a beaker

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The first generation adaptable design of the Immersion model of Universal Cooling Lid 145

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The premium Model with a radio look, and a colour coated glass vase for water.

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The low cost water cooler 147

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UNIVERSAL COOLING LID

U-LID can be immersed into any container for use. The “Just Right” container for it would however be 4-5litre, for best results. Else, more the water, more the time it will take.

ELECTRICALS

WATER

U-lid runs on AC power supply and consumes 60W/hr. It can run on a battery supply of 12V as well.

The “Just Right” cooling capacity for it is 3l of cool*, 10 degree water in 2 hours.

The adaptable design of u-lid allows an easy fitting of a basic filter

*also dependent on container insulation and ambient temperature.

CAUTIONS

SINGULAR pOINT Of USE OR CAp

Do not touch front grill or electrial parts with wet hands

A cap provided for the cool sink, can also act as a glass for single use

MAINTENANCE

The top jacket must be opened once in every few months for cleaning the components. In case of technical problems, the water proof box needs to be opened for service.

Model Manual made for anyone to understand the concept model and prototype for further iterations. 149

For easy maintenance, the top jacket is snap fit into the base plate. And the base plate also snaps open into two.

Always keep the base plate dry.

GODREJ INNOVATION CENTRE | NID AHMEDABAD | PRODUCT DESIGN DIPLOMA PROJECT2012

TEESTA DAS | NATIONAL INSTITUTE OF DESIGN | GODREJ INNOVATION CENTRE | DIPLOMA DOCUMENT 2012

ITERATION CYCLE 4: DESIGN DEVELOPMENT: UNIVERSAL COOLING LID: Prototype development sheet

Lid

Engine

Part

Material

Process

Weight

Jacket top Jacket front Grill(2) partitions(3) water inlet stopper water inlet cap water inlet pipe lower plate

Polystyrene (HIPS) Polystyrene (HIPS) Polypropylene Polystyrene (HIPS) derelin plastic derelin plastic LDPE aluminium

sheet cutting Heat bending and cutting injection moulding sheet cutting lathe lathe blow moulding milling

0.25 kg 0.25 kg 0.1 kg

Hot side heat rejection Assembly Heat Sink Cold side_HP Axial Fan Big 120x120 Peltier Chip Spacer Block_HP Backing Plate_HP H-Block 80x80 CHKL 45L SN Mounting Block-HP Power Supply Unit

Copper, Steel Aluminium Plastic Ceramic, Berylene Aluminium Mild Steel EPP Plastic PCB

water container jug Paint job HIPS jacket and water proof box

Approx Cost (excluding tooling) 100 200 4 6 30 30 6 350

0.1 kg 0.1 kg 0.075 kg 3 kg 1.5

polypropylene

450 150 100 200 45 15 5 3 160

200 800 Total cost of development (excluding tooling) =

2854

Prototype Development Sheet for iterative cycle 4

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Validation 1

VALIDATION I User Persona category 1: Grocery store owner, Chandigarh Uses a water camper milton of 20l. In summers fills it atleast thrice a day. Finds his camper broken atleast once every year due to rough usage. Finds U-lid very fragile and easy to damage.

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Validation 2

validation II user persona category 3: Street food vendor, Chandigarh Uses huge volumes of water in summer and has major hygiene concerns with the Ice that he uses to cool the water otherwise. Likes the U-lid, and when he buys it for he says around 1200(rupees), will also buy a bigger 50l water camper, instead of his current 20l one.

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The new cooling immersion: adapted from the concept sketch of JUGMUG 153

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screwable top jacket

funnel shaped water moat acting as the water inlet main base plate conical rubber sealant for tight sealing into a wider range of vessels

a water jacket that allows insulation for a certain capacity of water that it blocks tap hole to allow direct access to cold water for the user

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Final design explorations

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with a sturdy, power grip

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the new front grill and the upside down position 158

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Slender metallic handles

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The Universal Cooling Lid in a jar

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Way forward “We believe the culture of inquiry and action that fuses design thinking is the essential part of the variety of human traditions of being in the world -of ‘human being’.” -The Design Way The extremely exciting journey of being immersive to divergent to convergent has been of great significance during the project as it was almost like a handrail for someone walking in the dark. This darkness is the unknown depth of intentional impact through the project. It helped in developing a way for seeing, thinking and understanding unpredictable changes for a world that is changing constantly. It was also an incredible amount of learning in order to design for society through manufacturing.

The Project documentation stands at a place where the best and the most low-cost version would be taken forward for implementation and testing. The document on an overall being a research-through-iteration based report, with each cycle providing numerous concepts and ideas for the cycle research itself would serve as starting points for various other small opportunities and endevours in the future. It is also a report on the interface between this technology and design, which as documentation would prove useful to any other project using the same technology. One of the project deliverables is a new product development for the innovation centre, which is consequently a huge business opportunity even for the untapped market in India.Hence, from a design point of view, a service and value model is also delivered in order to keep the systemic understanding in place for the future as well. Besides the development of a product, this project has been a conscious effort of reflecting and working the Design way. Working with Design as an approach of thinking, rather than an entity of a process should be the way forward for this project, for whoever would take this ahead in the future.

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Bibliography • • • • •

•

Transforming an Organisation –The Godrej Shirwal Case (by Hussain Sharriyar, Kalpana Narain, mentor Shoji Shiba) Chotukool, the experience of the development journey- a corporate’s approach to breakthrough for societal impact (by G Sunderraman, mentor Shoji Shiba) The Harvard Business Review Jan Feb-2011 101 Design Methods , Vijay Kumar , Published by John Wiley & Sons,Inc., Hoboken, New Jersey The Design Way, Intentional Change in an Unpredictable World, Second Edition, Harold G. Nelson and Erik Stolterman, The MIT Press, Cambridge , Massachusetts, London, England Documentation of the India Immersion program at the Innovation centre in 2011: Prof Vijay Kumar’s session on Insights and Research methodologies and Anijo Matthew’s session on Personas

http://www.chotukool.in/socialimpact/gallery.html http://www.iconspedia.com/icon/drinking-water-icon-19683.html http://en.wikipedia.org/wiki/Godrej_Group http://en.wikipedia.org/wiki/Vikhroli http://www.iconspedia.com/icon/flag-symbol-icon-19712. http://4.bp.blogspot.com/_M7A7Q8OD7G4/RuN0MqKINnI/AAAAAAAAAOw/ MiTiV3DZYvU/s1600-h/NID_Building32_35bw_col_69_07.jpg

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