Design Thinking para el Hábitat

Uno de los sectores más golpeados por la crisis económica en España ha sido la industria de la construcción.

Los esquemas tradicionales para el desarrollo de proyectos inmobiliarios, productos, servicios, su financiación y su comercialización han colapsado dejando a miles de excelentes profesionales y cientos de empresas con el reto de repensar su futuro y las nuevas maneras de entender y concebir proyectos inmobiliarios para el hábitat.

Nuevos conceptos como co-creación y diseño centrado en el usuario se fortalecieron en nuestro encuentro el pasado Noviembre con las empresas agremiadas del sector. con quienes compartiremos metodologías y herramientas que les ayudarán poco a poco a repensar los esquemas de producción y distribución de sus productos y servicios.

Estar presentes en el  comienzo de un proceso de cambio siempre nos emociona y en especial cuando promete permitirnos ayudar a crear e implementar nuevos modelos de negocio, nuevos servicios y nuevas formas de intercambio en un sector tan relevante como el hábitat.

 

 

 

Así fue el Procter and Gamble Summer Innovation Bootcamp

La Innovation Kitchen sirvió como marco para investigar, idear y prototipar durante 3 dias, ideas disruptivas para P&G. En esta oportunidad hemos organizado el Summer Innovation Bootcamp 2015 con participantes venidos de Holanda, Alemania, India, UK, España y Latinoamérica. La mayoría de ellos involucrados en temas tecnológicos, de servicios e innovación.

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Hemos cerrado el verano con broche de oro, con una actividad que nos encanta y con un cliente genial.

La Innovation Kitchen sirvió como marco para investigar, idear y prototipar durante 3 días, ideas disruptivas para P&G. En esta oportunidad hemos organizado el Summer Innovation Bootcamp 2015 con participantes venidos de Holanda, Alemania, India, UK, España y Latinoamérica. La mayoría de ellos involucrados en temas tecnológicos, de servicios e innovación.

El grupo de participantes ha sido espectacular; 6 equipos con muy diferentes backgrounds culturales y profesionales lograron en 72 horas conocerse, explorar ideas y seguir el proceso completo de Design Thinking para generar 12 ideas con sus prototipos para el departamento de R&D de nuestro cliente. Un tiempo record para producir ideas que cambiarán la dirección de algunos productos y servicios de P&G grooming.

Este evento lo hemos llevado a cabo en colaboración de la HTW de Berlin y Elisava en Barcelona. Agradecemos la colaboración maravillosa de los participantes, la confianza del equipo de P&G y el apoyo de las universidades y marcas vinculadas al evento.

A lo largo del segundo semestre llevaremos a cabo en la Innovation Kitchen más workshops y bootcamps, algunos abiertos al público y otros en encargo para empresas .

Mantente al dia sobre nuestras actividades a través de nuestra newsletter o en nuestros sitios web de

DesignThinkers Spain

DesignThinkers Academy Spain

Morinosuke Kawaguchi en Barcelona

Presentamos hoy la participación de Morinosuke en MiDi de Elisava con el apoyo y colaboracion de  Japan Foundation y Casa Asia.

A través del análisis de diversos objetos cotidianos de la sociedad japonesa (desde los supersanitarios hasta la papelería personalizada, desde el kabuki hasta el manga y desde el anime hasta los robots de estrategia), el experto en subcultura Morinosuke Kawaguchi suministra una hoja de ruta para adentrarse en el futuro de la tecnología internacional y el diseño.
El enfoque singular de Kawaguchi se basa en la conexión entre el monozukuri (excelencia en la fabricación y diseño) y el diseño emocional, lo que favorece el desarrollo de productos a un nuevo nivel. Para ello, es esencial comprender la naturaleza humana en profundidad, ya que cualquier diseño de futuro está obligado a ofrecer más que la mera eficiencia y propósito. La subcultura siempre ha reflejado la naturaleza humana y es un gran indicador de lo que el futuro de la tecnología puede llegar a ser. Y, más importante aún, de cómo va a ser utilizada por la gente o cómo se relacionan con los dispositivos electrónicos.

Morinosuke Kawaguchi es director asociado de Arthur D. Little, (Japón) Inc. y profesor en el Instituto de Tecnología de Tokio. Es reconocido como un
experto en estrategia de gestión de la tecnología (MOT), gestión de la propiedad intelectual (IPM) y también en gestión de tecnología e innovación
(TIM) en diversos ámbitos como las telecomunicaciones, la electrónica o la industria del automóvil.

En Japón, se le considera el inventor de un nuevo concepto de ingeniería de producto y desarrollo de la tecnología basado en la cultura japonesa, especialmente a partir de los conceptos de las subculturas monozukuri y otaku. Asimismo, es un autor galardonado cuyos libros han sido traducidos al coreano, chino o tailandés y pronto serán traducidos también al inglés.

1ª Jornada Design Thinking en Barcelona

by Jorge Rodriguez on Monday, January 24, 2011 at 11:30am

Organizada por el Postgrado en Coolhunting, Diseño y Tendencias Globales, Elisava Escola Superior de Disseny 2010/2011

Con el Apoyo de Design Thinkers NL, D.School Universidad de Postdam, Claro Partners, Ineedit, Wenovski, y Algo Bueno Management Cultura.

Intro

Siempre pensé con un poco de incomodidad que pasaría toda la vida readaptando y personalizando todas las cosas que compraba para poder, no solo sentirlas un poco mas mías, sino para que realmente se adaptaran a mis necesidades. Afortunadamente desde hace algunos años, la idea de que “escuchar al consumidor es esencial” ha venido susurrándose en los oídos de industriales y empresarios de todo el mundo. Desde hace poco se hizo común la customización de productos y las marcas “nos permitieron” que los hiciéramos mas nuestros, mas individuales y a todos nos gustó esto.

Si miramos hacia el futuro, es posible que sea el usuario quien determine las formas, funciones y métodos de compra de los nuevos productos, servicios y experiencias que las empresas crearán. Eso solo sucederá si todos escuchamos y trabajamos en equipo para dejar de producir productos que nadie necesita o entiende.

Lograr que un producto o servicio, sea Viable, Rentable y Deseable y además Sostenible, es la meta de cualquier empresa y hasta el  momento se han hecho grandes esfuerzos en torno a ello, apoyándose en estudios de mercado y proyecciones estadísticas, confiando que la creatividad de los diseñadores, la competitividad de los departamentos de I+D y la sagacidad del área de marketing lograran alinearse para generar productos y servicios exitosos y generar innovación sostenible. Sin embargo esto no sucede tan frecuentemente como esperamos.

Lograr que las principales fuerzas que crean lo que consumimos, trabajen coordinadas y se retroalimenten no es tarea fácil. La investigación y el trabajo en equipo, facilitan que los resultados de estos procesos favorezcan los objetivos de todos, sin embargo el catalizador de todo esto es el pensamiento coordinado.

Design Thinking es una herramienta que sirve como hilo conductor, para que áreas y equipos de trabajo con diferentes perspectivas acerca de la producción y el negocio puedan trabajar coordinadas y retroalimentarse, generando soluciones deseables, rentables y técnicamente viables,  para usuarios que  permanentemente manifiestan sus necesidades y esperan productos y servicios que se adapten a ellas.

Durante la presente Jornada Exploraremos las formas, métodos y sistemas que nos ofrecen la Investigación de Tendencias y el Design Thinking para lograr estos objetivos.  Adicionalmente a las charlas ofrecidas por profesores del Postgrado de Coolhunting diseño y tendencias Globales, contamos con invitados especiales que nos aportan su experiencia y punto de vista. Acogemos la Primera Barcelona UnConference organizada por Wenovski, la red Internacional de design thinkers liderada por Arne van Oosterom de Wenoski, Richard Radka y Aldo  de Jong de Claro Partners

Esta y otras actividades están enmarcadas en el preámbulo del Master en Investigación para el Diseño y la Innovación de Elisava compuesto por el Postgrado de Coolhunting, Diseño y Tendencias Globales y el Postgrado en Innovación y Design Thinking con el cual esperamos aportar al sector herramientas para la innovación y el desarrollo de productos, servicios y experiencias que mejores cada vez mas nuestras vidas.

Hemos escogido la imagen de el monumento Die Bremer Stadtmusikanten ( los músicos de la ciudad de Bremen ) como una metáfora de colaboración y pensamiento multilateral para la resolución de problemas. Mas info sobre Die Bremer Stadtmusikanten

Jorge Rodriguez Nieto

Director Postgrado en Coolhunting Diseño y Tendencias Globales, Elisava

Consultor en Investigación y Comunicación Cultural Algo Bueno Management Cultura

CrowdShopping for Groupon CityDeal

Some weeks ago  we were contacted by Groupon CityDeal,  who were interested in working with us towards offering interesting activities for their Group Deals, and we found this was an interesting opportunity to get to know this system from the inside and accepted the proposal as a learning experience.
Groupon is a Northamerican company created in 2008 by Andrew Mason based in Chicago USA and currently classified as the fasted growing company in history, due to its business model. It promotes discount vouchers to very large databases of users in more than 250 countries across the planet. People acquire discounts that are available for 24 or 48 hours only as a special collective deal.

groupon photocircuits promo

The first idea that came up at Algo Bueno was to create a PhotoCircuits promotion specially designed to fit a Christmas Gift and it had to be affordable, attractive and  desirable for a wide range of customers, and that is exactly what we did.
The way it works is very interesting and of course profitable. Groupon hunts for  interesting products or activities that can attract people massively in short time and partners with local products / services to promote  for 24 or 48 hours  with an attractive discount (40-80%).
So this is how it goes:

  1. An attractive product or service is chosen
  2. The Service/Product provider  finds out the biggest discount they can offer, looking for massive sales and promotion in a short time.
  3. Groupon opens a promotion for 24 hours offering your commodity directly to customers, who buy from Groupon’s website.
  4. Some promotions remains for an additional 24 more hours as a side promotion not in front page, offering customers the opportunity to still buy the promo.
  5. The promotion closes and they might have sold a big amount of commodities, but the sales results haven’t reached your business yet. A big amount of discount coupons have been sold by Groupon.
  6. Groupon provides you with a list of codes corresponding to the Vouchers that have been sold in the last 48 hours.
  7. You provide the service or sell the discounted product and then charge group in a period of 6 months.

The Bright Side
This represents a great opportunity to promote new services and products, to introduce new ideas to the public and to test future products and service at a great scale with a very low investment. Groupon reaches a very big number of potential clients interested in getting involved and wanting to try out new activities, products and services. Most of those potential clients are young middle class women with a good level of education and an open mind, looking for new opportunities and experiences.
This promotional space is fully pre-designed and impact is guaranteed, so the marketing research, clusters and database work is done, and no investment is required. Just a couple of good attractive ideas to bring more people’s attention to your business. The territory for the promotion has also been set by Groupon and there is the possibility of running multiple cities, sequences of cities or regions depending on the capacity of the company offering the commodity. You can choose one city or several depending on how your business runs.
Crowdshopping is a very good tool for entrepreneurs who wish to give impulse to their small businesses but do not have the resources to do it themselves. Designing these type of promotion is not an easy task but we can always give your company a hand with it you find it useful.

The Dark Side
Apparently a lot of people buy the promotion, but they did not really buy the commodity, they just a bought the intention to buy it.
A lot of people buy the Vouchers during the 24 to 48 hour promo, then those coupons have a validity of 6 to 24 months. In that period of time the service should be provided to the client. This gap in time, means that not every coupon becomes an effective sale. Since people buy and give these coupons as gifts to other people, that remain unused or forgotten during the period of validity. A lot people even forget they have bought the voucher, postpone making their purchase or reservation and finally loose it. Considering that not everyone uses the Vouchers, this system can be a great promotion tool for start up companies who wish to boost their communications, but not as a way to boost sales or increase revenue on new commodities.
Why? Users buy the commodity once, at an unreal price that most companies will not be able to sustain. They may be clients for that kind of offer, but not clients when the real price shows up  creating low price expectations on the rest of the products of the company promoted
It works in a similar way as:

  • Experience boxes (where you give to  something to your friends that may not be used, but you accomplish to give a present and fulfill a commitment)
  • Gift cards (when you do not know well the other person or care too little to take time to choose a gift)
  • Gym affiliations (where the intention is strong, but the commitment is low)
  • Insurance Policies (where driven by fear of possible tragedies you pay someone to protect you for things that may never happen)

And in general, all pre paid services that are available but consumers eventually never use. In this case sold by a third party that invest large amounts of money in self promotion to attract a massive number of coupon buyers.
Crowdshopping is a brilliant method that benefits all parts, consumers, companies and Groupon itself. We are currently observing all copycats and versions of this systems that may lead to new creative ways for consumer to act as prosumers with companies offering more accurate and desirable products and service at prices regulated by demand and not by speculation. Probably in the future, as Doc Searls from project VRM at Harvard University proposes, customers will manage service providers with Vendor Relationship management Systems instead of Companies managing them with the now almost obsolete CRM Systems.

Consumption is changing all markets and a revolution is going on.

Welcome 2011

feliz año a todos, happy new year for everyone

Vodpod videos no longer available.

Welcome 2011, posted with vodpod

The Music Biz : Burgers vs Gourmet food

Consumption in the music biz has created massive fast food for hungry fans, Bands that look good on stage and in the pictures and repeat beats for a year or two. We are still open for solid projects able to hold themselves creatively and in a couple of years when world music is not interesting to anybody can come along with fresh gourmet food for starving audiences.

Almost one year of planning, negotiation, confirmations, revisions and last-minute changes were necessary to complete the participation or retroVisor (a Colombia world music band) in Wassermusik 2010.
Wassermusik is a festival created in 2008 by the Haus der Kulturen der Welt in Berlin that features music, film, lectures and other artistic expressions around the topic of water. It can be related to the oceans, rivers or life surrounding water landmarks of the planet. The HKW is  a place for international contemporary arts and a forum for current developments and discourse. We have perceived it as an ideal location where contemporary culture can be seen but also be experienced, and music bands may have a place to spread their word and creativity.
Our link with HKW started one year ago at the MMVV a live music market held on Vic, a small town near Barcelona where we use to attend to keep up to date in the local  music business.  There we meet Detlef, who with a very sharp idea about the type of projects he wanted in his festival program talk o us in a friendly and open way, just the way we like it and it looked like the kind of project Algo Bueno loves to be involved with.
By then, our music projects were going slow since the local music circuit seemed to be reduced to a few music halls around Barcelona, that payed very little, based on entrance sales, not very motivating creatively, economically or ¨communicationally¨ speaking.  No interesting musical projects or bands showed in the horizon, all bands and singers were looking, sounding and performing like something we had  seen before a thousand times.
Music had become a little bit of a world of templates were stylish formulas blind the creative minds in search of success. We still wanted to give music a try, but the local music market was not helping.
So again we looked into our friends. retroVisor is a musical project that started exploring dialogs between the colombian traditional music and electronic sounds in a way that seemed very committed to environmental and social issues around he world. One of my best friends from the arts school was involved creating the visuals for the band and exploring a new career in music, so it was the time to be there and lend a hand. In 2008 we signed our first contract with the band to help them promote their work in Spain and Europe, with the purpose to experience the way live and digital music revolution would change the world of communications and culture.
Last year, during a show in Amsterdam , we discovered that the band had signed another contract with a manager in Switzerland. It was surprising since we had not been notified by anyone, but as we were talking friends business here, we had no problem sharing projects and  supporting the band our research of the music biz was intact and growing. It seems none needs anybody in this business since digital distribution have made things easy for the bands to be connected to venues, audiences and fans. Artists can auto edit, manage their shows, sell their music, get live show contracts and get involved in other projects to promote themselves anywhere in the world.
But, is there enough  time and mind to create, be excellent, sell, negotiate, blog, reach the fans, make the biz, and still be committed to ideas or some substance?
We have now discovered why all bands look the same, sound the same and forget their commitments and identity, there is simply no time to do everything or team that can handle it. Either creativity, identity or promotion may fail when a small group of people have to multitask this way. Bands adopt ¨templates¨ to be able to get along with the amount of work they hold in their backs, for being authors, artists, managers, bloggers, look pretty and try to convince the world they are original and innovative. Few of what we have seen during the last 3 years have an essence and a creative proposal that may last long or hold strong with the demands of fans and media.

Few events and festivals care about what the band has to say. Many don´t even have side events like workshops, lectures or artists talks to let the fans get deeper into their artists worlds. The stage seems to be enough. The crisis around musical editions, CDs and DVDs leave just the band´s blog (when updated)  or MySpace profile with a few information about the band´s vision of the world and    the development of their image.
We are still open to projects able to hold themselves creatively and in a couple of years when world music is not interesting to anybody can come along with fresh gourmet food for starving audiences that attend solid festivals like Wassermusik in Berlin.
Consumption in the music biz has created massive fast food for hungry fans. Bands that look good on stage and in the pictures and repeat beats for a year or two. Like Burgers we are loving it, because it widens the space for corporate sponsorship and fast projects to reach huge audiences. But like burgers, we are also hating it because it diminishes the quality of pop music and pop culture around the planet.

artist talk at wassermusik 2010