PROJECT ARA INCREMENTAL INNOVATION MONUMENTAL IMPACT
Akimasa Hashimoto Kamolwan Kaewkoon Sara Martin
DMGT 702
Prof Giselle Rahn
Winter 2015 1
“
IT’S NEVER ENOUGH JUST TO TELL PEOPLE ABOUT SOME NEW INSIGHT. RATHER, YOU HAVE TO GET THEM TO EXPERIENCE IT IN A WAY THAT EVOKES ITS POWER AND POSSIBILITY.
– JOHN SEELEY BROWN (ERWIN, 2014, P. 147)
2
Table of Contents Finding the Center
1-6
Framing the Work
7-12
Targeting Constituents
13-16
Introduce New Thinking
17-22
Expanding the Conversation
23-29
Appendix
30-38
References
39-41 3
4
FINDING THE CENTER
1
OBJECTIVE
?
Q: A:
What is an innovaion? Innovation is a weed. It is an invention or idea that is perceived as new and is diffused out into the world.
Target an innovation that is not well known and that captures the attributes of newness and diffusion
Figure 1: Professor Rahn reviewing innovation theories
2
OBJECTIVE SELECTING LENS Introduce the New Thinking Methods Exploratory experiences Immersive experiences Interaction experiences Application experinces Extension experiences
Innovation Theories Heterogenous Engineering Epistemology Social Constructivism Activity Theory Learning Theory Comunication Theories: Cloack/Mould Figure 2: Heterogenous system diagram from initial planning 3
PROCESS RULES TO BREAK
• Judgement • Encourage wild ideas • Build • Stay focused on topic
• One conversation at a time • Visualization • Quantity
BRAINSTORMING [GROUP] – Areas of interests
Social Activism Tech / Gadgets Gaming
[INDIVIDUAL] – Research for innovations to explore 4
Figure 3: Group brainstorming for potential innovations
PROCESS [GROUP] – Picked an innovation > Project ARA
[INDIVIDUAL] – Plot out the drivers of the innovation [INDIVIDUAL] – Identify the constituents (players) and consequences of the innovation Figure 4: Team innovation profiling
[GROUP] – Affinitize & make a model
[CLASS] – Exchage feedbacks on the model
[GROUP] – How to communicate this to constituents Figure 5: In class double diamond activity 5
OUTCOME [GROUP] – Discussed other innovations previously considered Hydroponics / Urban farming 3D Printers uBeam Desertification
Explore Project ARA further... Why is this an innovation? What theories should we use?
Figure 6: Communicating the project plan
DECISION
Let’s use Project ARA ! PRO: CON:
Figure 7: First team building meeting
6
Concept diffusion has been proven Immersion idea will engage the audience Product has not been introduces to end user and has not fully diffused
IDEA Full scale Phonebloks!
FRAMING THE WORK
7
OBJECTIVE “How to effectively communicate” Q1: What is Project ARA?
DETERMINE
Q2:Why is Project ARA an innovation? Q3: What theories relate to Project ARA’s development? Figure 8: Exploring topics to cover
Define the Project ARA space in a way everyone can understand and remember.
FOCUS LENS
Give the concept shape, texture, and accessibility. Provide clarity around what the proposition is not Metaphors Mantras & Catch phrases
TOOLS TO USE
Contrast Stories Artifacts & Images Figure 9: Initial installation sketches
8
PROCESS CONCEPTUAL
Environment Consumer
e-waste User centered design
PROBLEM DRIVERS Heterogeneous Engineering Three Theories
Social Constructivism Communication Theory
SCHEDULING
Gantt Chart White Boards
PHYSICAL
AFFINITIZE
Boxes Velcro Tape Paint Paper Glue Foam board
MATERIALS
EXECUTION CONTENT CREATION
Wrapping boxes Constructing Project ARA endoskeleton
Cut Glue Paint Print Glue
TEST 9
PROCESS
Figure 10: Planning and execution of physical installation
10
OUTCOME USE A LANGUAGE SCALE MODEL & INTERACTIVE ACTIVITY TO ENGAGE THE AUDIENCE The smartphone is one of the most empowering and intimate objects in our lives. Yet, most of us have little to say in how the device is made, what it does and how it looks. What if you could make thoughtful choices about exactly what your phone does, and use as a creative canvas to tell your own story
Project ARA was developed in a Heterogeneous system with technology, environment and social factors leading the change. Project ARA is an incremental innovation in the phone industry with potential for monumental impact on consumer centered design and environment.
Social Constructivism through technology and green communities have molded the design and function of modular smartphone. Terms like “Modular Smart phones” and “Phonebloks” have emerged as project ARA continues to evolve.
“designed exclusively for 6 billion people”
LARGE SCALE INTERACTIVE MODEL TOOLS Metaphors
Mantra’s and catchphrases
Contrast
Hybrid car of the phone industry
Incremental innovation monumental impact
The Flip phone to smartphone incremental innovation was only technology driven Project ARA is social and environment
Ecosystem of “things” A reflection of them
11
OUTCOME
Figure 11: Further process steps to completing physcial components
12
TARGETING CONSTITUENTS
13
OBJECTIVE “The biggest mistake in communication is assuming it has occurred” DEFINE POTENTIAL STAKEHOLDERS FOR PROJECT ARA Those entities within or outside an organization which: Sponsor a project Have an interest or gain upon a successful completion of a project May have a positive / negative influence in the project completion
DETERMINE THE STAKEHOLDERS Who we most wish to target without installation Who is the target audience
DEFINE AUDIENCE PERSPECTIVE What decisions do they need to make? What pressures shape their thinking? What is the core discovery as it is related to the audience?
14
PROCESS LIST OF POTENTIAL STAKEHOLDERS Carriers Developers Manufactures Consumers Environment Groups Government Technology Communities
NARROW DOWN TARGET AUDIENCE Smartphone manufactures End consumers
Students & Professors
Manufactures
End Users
REVIEW EXISTING FRAMEWORK WITH CONSTITUENTS IN MIND Framing the work
Targeting constituents 15
OUTCOME TWO TARGET AUDIENCES Carriers Developers Manufactures Consumers Environment Groups Government Technology Communities
Manufactures and Consumers need to revolutionize the way they create and use smartphones.
DECISIONS Is the switch worth it?
PRESSURES Manufactures
Profit Cost Competition
Consumers
Cost Ease of transition & use
Do the economic and environmental benefits make sense? Do they out weight the existing system?
Switching to Project ARA is necessary because the move to sustainable user centered products is inevitable. 16
INTRODUCE NEW THINKING
17
OBJECTIVE “Instead of pouring knowledge into people’s heads, you need to help them grind a new set of eyeglasses so they can see the world in a new way.” - John Seeley Brown
QUESTIONS TO ANSWER
What is Project ARA? Why is Project ARA an innovation? What innovation theories encompass Project ARA? Why should you make the switch? What’s next for Project ARA?
TOOL BOX Exploratory experiences Immersive experiences Interaction experiences Application experinces Extension experiences Figure 12: Setting up for the presentation
18
PROCESS CORE MESSEGES
HETEROGENEOUS ENGINEERING
Political
E-waste Profit centered design
SOCIAL CONSTRUCTIONISM
A solu�on for E-waste problem... 3D Prin�ng technology...
Environment
The design and implementation of modular smartphones were influenced and driven by the key componements of a heterogeneous system. Project ARA is motivated and shaped by economic, technological, environmental, political, and social factors.
Green Movement
Transac�on Language
Collabora�on
INNOVATION
Efficient & Elegant Technoloygy
Perceived as new Diffused in industry Diffused as a concept Heterogeneous Engineering Social Constructivism Communication Theory
elve s
co
id e r t h mers cons nsu green” “
d products because hase purc y’s social values 4 0 % said they compan e h t t h ey liked
60% report water cost savings
e
ms
4% s e e g oing green as a ty f o r f u ture generation
Popular Green Programs
Economic
Technology
Social
“Generation Y and Millennial employees have certain expectations for technology in the enterprise, which savvy vendors are meeting.” Simon Dudley Telecom Innovator Austin, TX
78% report electricity cost savings
r ey purchas e g d th t 6 mo nt h s as he p
ee
n
Organic Food $7.4 to $29
PROBLEMS
s
Green Building $3 to $54
Social Investing $2.3 to $3.1
GREEN CONSUMERS 7 du
Renewable Energy $0.8 to $3.6
MILLENIALS TECH INNOVATORS
USD Bil
GROWING GREEN 69% of US Organizations have Green Programs in place
57% in t sai
2001-2011
77% of
GO GREEN, MAKE GREEN
60% in 2010 38% in 2009
LANGUAGE
PhoneBloks Vernacular term
phone that has changeable “blocks” (modulars) to replace or upgrade the system.
Moduler Phone Technical term
design approach that subdivides a system into smaller parts called moludes. Easy replacement parts.
*see full scale graphics on appendix
19
PROCESS FROM COMPACT
TO
MODULAR
MODULAR SUBSTITUTION
POWER–USER CUSTOMIZATION
SOLUTION
E-WASTE REDUCTION THEN
NOW
Project ARA Highly Configurable Function &
Easy to repair and upgrade
Aesthetic
REVOLUTIONIZED COMMUNICATION
DIFFUSION Made for the Entire World Design to Last Open-Source Modular
Sustainability Consumer Centered design
In the first 24 hours on YouTube there were over 1 million views
Incremetal Innovation over the Smartphone with Monumental Impact.
VISION
The modular smartphone is the Hybrid Car of the Phone Industry.
STRATEGIC GOALS
Deliver the
5
mobile internet to
Billion people
Make in
hardware
software
ECO
ECO
pace & level
of innovation
PROGRAM GOALS
Value 10X increases in consumer Willing to Pay
You Tube
Interchangeable funtion modules
NOT JUST CUSTOM NOT JUST UNIQUE BUT
Aesthetically expressive exterior Co-creative user Experience
Cost $50-$500 off common platform APPROACH
Universal user experience Incremental feature evolution
Platform stable for 5-6 years
Speed 5X hardware timeline compression
1,000s of competitors Trivialize barrier to entry Reduce design-buld iteration
EXPRESSIVE
“A REFLECTION OF THEM”
20
*see full scale graphics on appendix
PROCESS PRESENTATION GUIDE AUDIENCE THROUGH INSTALLATION Environment User centered design Project ARA
Figure 13: Communicating Project Ara to students and professors
EXPLAIN INTERACT EXPERIENCE Large scale “Phonebloks” User choices based on Tech specs and price
*see full scale graphics on appendix
21
OUTCOME INSIGHTS
What worked
The videos and interactive large scale endoskelton inspired individuals to explore the space and information
Improvements
Dive further into... Potential unintended consequences Potential for full diffusion 22
Figure 14: Demonstrating interactive pieces of the installation
EXPANDING THE CONVERSATION
23
24
OBJECTIVE Diffuse Project ARA to a larger audience
Signal new thinking that is both underway and upcoming. Bring Project ARA into the conversation.
Generate a broader understanding of the drivers and potential consequences of Project ARA (how it relates to our target audience)
Persuade audience to persuade others.
Help others see themselves as potential adopters.
Figure 15: Exploring the innovation theories and contextual theory for the potential target market
25
26 Figure 16: Providing information on the future of Project Ara as well as a theory on the target market to help expand the conversation.
PROCESS Look for the next layer trend and “coincidences”.
Evaluate Presentation’s ability to promote expanded conversation *Make sure to create this environment*
Evaluate presentation and installation effectiveness.
Figure 17: Leaving the installation in place to promote further exploration by students and professors 27
Figure 18: Discussion on potential impact of Project Ara diffusion to end consumers
28
OUTCOME Generated a theory on the coexistence of millennial, green, and technology communities in “innovation hives” throughout the US. ① Austin, TX ② San Francisco, CA ③ Portland, SEATTLE ④ Boston, MA ⑤ Chicago, IL Inspired students + professors outside of class to stop voluntarily to interact with the installation and educate themselves on Project ARA. Inspired conversation about the innovation + its potential for diffusion with classmates after the conclusion of the presentation.
Figure 19: Organic discussion following the presenation 29
APPENDIX
30
APPENDIX
elve s ms
e
co
h rs consid e r t e m nsu green” “
e rchas e g r e u p y e d th t 6 mo nt h s as he p
n
uc sed prod ts because a h c p ur y’s social values 4 0 % said they compan the t h ey liked
57% in t sai
60% report water cost savings
s
Popular Green Programs
4% s e e g oing green as a ty f o r f u ture generation
7 du
78% report electricity cost savings
GREEN CONSUMERS
77% of
GROWING GREEN 69% of US Organizations have Green Programs in place
60% in 2010 38% in 2009
31
APPENDIX
32
APPENDIX
33
APPENDIX
GO GREEN, MAKE GREEN
2001-2011 Renewable Energy $0.8 to $3.6
Green Building $3 to $54
34
Social Investing $2.3 to $3.1
Organic Food $7.4 to $29
MILLENIALS TECH INNOVATORS
USD Bil
“Generation Y and Millennial employees have certain expectations for technology in the enterprise, which savvy vendors are meeting.” Simon Dudley Telecom Innovator Austin, TX
APPENDIX HOW IT’S DONE The Creators
The Project
The Community
Direct digital manufacturing
Configurator UI
The Company
Consumers
Physical UX
Metamorphosys develop toolchain
Module developers
Platform (Module Developer Kit) Shell maker app developers Shell Maker Application Program Interface
REVOLUTIONIZED COMMUNICATION FROM COMPACT MODULAR SUBSTITUTION
TO
MODULAR POWER–USER CUSTOMIZATION
Incremetal Innovation over the Smartphone with Monumental Impact.
The modular smartphone is the Hybrid Car of the Phone Industry.
Highly Configurable Function &
Easy to repair and upgrade
Aesthetic
35
APPENDIX HETEROGENEOUS ENGINEERING
DIFFUSION Made for the Entire World Design to Last Open-Source Modular
In the first 24 hours on YouTube there were over 1 million views
Political
Economic
Technology
You Tube
Social
Environment
The design and implementation of modular smartphones were influenced and driven by the key componements of a heterogeneous system. Project ARA is motivated and shaped by economic, technological, environmental, political, and social factors.
36
APPENDIX LANGUAGE
SOCIAL CONSTRUCTIONISM
PhoneBloks
Moduler Phone
Vernacular term
phone that has changeable “blocks” (modulars) to replace or upgrade the system.
A solu�on for E-waste problem... 3D Prin�ng technology...
design approach that subdivides a system into smaller parts called moludes. Easy replacement parts.
E-WASTE REDUCTION THEN
Green Movement
Technical term
NOW
Transac�on Language
Collabora�on
Efficient & Elegant Technoloygy
37
APPENDIX
VISION
STRATEGIC GOALS
Deliver the
5
mobile internet to
Billion people
Make in
hardware
software
ECO
ECO
pace & level
of innovation
PROGRAM GOALS
Value 10X increases in consumer Willing to Pay
Interchangeable funtion modules Aesthetically expressive exterior Co-creative user Experience
Cost $50-$500 o common platform APPROACH
Universal user experience Incremental feature evolution
Platform stable for 5-6 years
38
Speed 5X hardware timeline compression
1,000s of competitors Trivialize barrier to entry Reduce design-buld iteration
REFERENCES
39
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REFERENCES Hermandez, P. (2011, April 11). 69 percent of American businesses had green programs in 2010. Retrieved March 9, 2015, from http://www.ecoinsite.com/2011/04/69-percent-of-american-businesses-went-green-in-2010.html Kotkin, J. (2013, December 26). The Metro Areas With The Most Economic Momentum Going Into 2014. Retrieved March 9, 2015, from http://www.forbes.com/sites/joelkotkin/2013/12/26/the-metro-areas-with-the-most-economic-momentum-going-into-2014/ Marcacci, S. (2013, June 15). The Big Green Business Opportunity For America’s Economy. Retrieved March 7, 2015, from http://cleantechnica.com/2013/06/15/the-big-green-business-opportunity-for-americas-economy/ Top 10 green U.S. cities. (n.d.). Retrieved March 7, 2015, from http://www.mnn.com/health/allergies/photos/top-10-green-us-cities/1-portland-ore Top 10 US Tech Cities. (n.d.). Retrieved March 7, 2015, from http://www.travelchannel.com/interests/business/photos/top-10-us-tech-cities Stone, M. (2013, November 7). The 35 Best Cities For Young Adults. Retrieved March 7, 2015, from http://www.businessinsider.com/vocativ-best-cities-for-people-under-35-2013-11#18-virginia-beach-va-18 PhoneBloks Logo [Online image]. (2013). Retrieved March 7, 2015 from http://smbp.uwaterloo.ca/wp-content/uploads/2013/11/PhoneBloks-Logo-600x167.png Ross, P. (2014, September 27). US And Climate Change: Here Are The Top 10 Greenest Cities In America. Retrieved March 7, 2015, from http://www.ibtimes.com/us-climate-change-here-are-top-10-greenest-cities-america-1695727 Nexusae0_image19 [Online image]. (2014). Retrieved March 7, 2015 from http://www.androidpolice.com/wp-content/uploads/2014/02/nexusae0_image19.png Willard, B. (2011, September 6). New Revenue from New Products and New Markets. Retrieved March 7, 2015, from http://sustainabilityadvantage.com/2011/09/06/new-revenue-from-new-products-and-new-markets/
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