Presentación GiANT - Design and emotion 2014

2. A project organized by
And supported by:
Presenting at:

3. 10.000
Students
School of Management,
Engineering, Sciences
and Humanities,
Economics and Finance,
Law, Summer school
and Languages
Programs
Engineering !
building !
Library !

4. Product
Design
Engineering
-School of
Engineering-
• 5 years program (One semester intership)
• 850 students & 480 alumni
• Collaborative projects with local industry and peer universities

5. SOLUTIONS GROUP
Design and manufacturing company for the Point of
Purchase Advertising (POPA)

6. SOLUTIONS GROUP

7. SOLUTIONS GROUP

8. ¿What is designing for
Social Innovation?
Forging partnerships among industry, government, and academic
institutions for designing for social innovation
GOVERNMENT INDUSTRY
ACADEMY

9. ¿How to develop the ability to find
new solutions to social problem in Colombia?

10. ¿How to develop the ability to find
new solutions to social problem in Colombia?
2009 2010 2011 2012 2013

11. ¿Where GiANT comes from?
An example of Social Innovation
specie:
• Live in vast, interconnected colonies
• Strong: Can lift several times their own
body weight
• Coordinate their activity with incredible
precision.
• Ants cooperate with other species
Global innovation in ANTtioquia

12. [1]. OliveVentures (2011) http/ http://oliveventures.com.sg/
[2]. Prahalad (2011)
The bottom of the
pyramid (BoP) is
composed of more
than 4 billion people
around the world with
annual incomes of $8
daily. [2]
Prahalad, identifies the BoP markets as a new source of innovation, not
just in products but also in the whole business system
[1]
2014 2050

13. 29 millions Low-low and Low
income SES reaches:
Minimum salary 80%
150 to 320
The
Na+onal
Administra+ve
Department
of
Sta+s+cs
(DANE)
THE BOTTOM OF THE PYRAMID
(BOP) IN COLOMBIA
47
Million
people
2014
U.S dollars
(monthly)

14. BOGOTÁ
7’ 776. 845
people
High Frecuency Stores
18.784

15. Top 10 Business in Bog
otá Habitants per
establishment
Source infomercio, 2011
http://www.servinformacion.com

16. Socioeconomic Aspects
Solu+ons
Group
High Frecuency Store (HFS)
• Micro-small business (Tiny
stores)
• Generally family-owned
• One of the most important
Point of Purchase in Latin
America
• Highly informal labor
business management
• Daily purchasing habits.
• Higher concentration on
SES 1, 2, 3

17. Solu+ons
Group
High Frecuency Store (HFS)
• Social networking.
• Close personal
relationship between
store owner , consumer
and shopper.
• Double meaning:
commercial function and
symbolic value.
• Solution to any personal
& economical need.
Cultural Aspects

18. Retail Shopping
Frequency
Hypermarket
Every
15 to 30
days
Supermarket
Every
8 to 15
days
Convenience Store
1 to 3
times a
week
HFS
1 to 3
times a
day
400ml
75ml
5ml
Solu+ons
Group
Comparison
Product
size

19. Problem definition
To enhance the buying experience in
high frequency stores (HFS) between
the owner, the buyer, the distributor
and brands, aiming a sustainability
boost of the HFS sector.

20. Suba
Zone
GiANT Proble
m Definition
Engativá
Zone

21. Approach
Identify needs and desires, get Insights from different actors, propose an
integrated solution
¿What is a vendor?
Relationships between
vendor and customers
¿What is the
experience of
buying in a HFS?
Comparision
between HFS and
supermarkets
Vendor
Context Consumer

22. Group Structure
Academic
7 students
Academic
8 students
The Netherlands
Industry
5 professionals
Colombia
20 participants, 4 groups

23. Group Structure
Jackie Arango
Universidad EAFIT
Medellín
Colombia
Tutor and General
Coordinator
Tutors
Marcela Velasquez
Universidad EAFIT
Medellín
Colombia
Tutor and Coordinator
Nazli Cila
TuDelft
University
Delft
The Netherlands
Tutor
Silvia Lleras
Los Andes
University
Bogotá
Colombia
Tutor

24. Academic Structure
20 participants, 4 groups
Understand project methodology
Community innmersion
Synthesis, start creating ideas
Refine design
Build of a 3D model
Community presentation
Reports

25. Methodology and Design Tools
Understand Conceptualize Design Build
Safari
Design
Ethnography
Fly on the wall
Day in Life
Personal
Inventories
Interviews
Mapping a
Service
Clustering
COCD Box
User Profile
Mind Maps
Brainwriting
Brainstorming
Guided Imagery
Metaphor &
Analogy
Prototype
Canvas Business
Model
Resource Flow
Implementation
plan

26. Methodology and Design Tools
Example

31. GiANT 2014 Project Results
Project
Group 1. Patacón
Group 2. Salchichow
Group 4. Chicharrón
Group 3. Empanada

32. GiANT 2014 Project Results
Group 1 Patacón
De la finca a tu hogar – “From the farm to your home”
A Service to improve the Distribution Channel of fruits and vegetables, avoiding intermediaries
and giving fresh products to consumers, in order to connect them with its origins.

33. GiANT 2014 Project Results
Group 2 Salchichow
Tiendarte
Artistic interventions -murals- inside HFS, to strengthen the cultural identity of
Bogotá’s neighborhoods and to connect shops with the surrounding communities,
creating new shopping experiences and becoming touristic spots.

34. GiANT 2014 Project Results
Group 3 Empanada
El amigo del tendero – “The vendor´s friend”
An App to facilitate the store management and help the owner through accounting,
financial movements, inventories and customer information tools.

35. GiANT 2014 Project Results
Group 4 Chicharron
El recetario del barrio – “The neighborhood recipe book”
A stand to share recipes among neighbors, to keep and attract new customers and
to let the vendor increase sales rotation.

36. GiANT 2014 Validation
Pilot Solutions. Group 3
Chicharron
El recetario del barrio – “The neighborhood recipe book”

37. GiANT 2014 Conclusions
Diverse group that allowed a rich experimentation with an
exchange of design techniques and methods that challenge every
participant to analyze and expand their own approach to social
design projects.
The learning experience expands beyond the lecture rooms into
every aspect of their lives.

38. GiANT 2014 Conclusions
Universities and Industry could collaborate like this in other
topics towards a common goal and in this way, promote students
and professionals in industry with a more international education
with a social responsibility vision.

39. GiANT 2014 Conclusions
GiANT creates an
opportunity to redefine
professional carrier with a
more open-minded
approach (cultures, social
differences, language
barriers, design
perspectives etc)
Immersion in context allows
a better understanding of
the authentic community
needs.