CONFIDENTIAL

Case study SandenVendo

David Pas
innovation & design consultant

October 26th 2012

Slide 1
CONFIDENTIAL

Stefaan Van Baelen
Sales Director SandenVendo

David Pas
Consultant Innovation & Design VERHAERT NEW PRODUCT...
CONFIDENTIAL

about SandenVendo

The history of SandenVendo.
* 1931 - Vendorlator Inc. founded in Fresno, California
* 193...
CONFIDENTIAL

October 26th 2012

Slide 4
CONFIDENTIAL

Sanden
global specialist in heating and
cooling technologies, is recognized as
one of the leading companies ...
CONFIDENTIAL

unique product

beating the commodity
with innovation & design

1931

October 26th 2012

today

Slide 6
CONFIDENTIAL

other innovations

future

October 26th 2012

Slide 7
CONFIDENTIAL

case : Coffeeserver

self service desktop machine
without payment
October 26th 2012

Slide 8
CONFIDENTIAL

other markets

stand alone machine
payment system
October 26th 2012

countertop machine
operated by staff
Sl...
CONFIDENTIAL

typical design brief from marketing

- a benchmark on cost and performance
- ‘white spots’ in the market bas...
CONFIDENTIAL

the other way

COST DRIVEN

3 key strategies
competitive advantage

DIFFERENTIATION

NICHE / FOCUS

October ...
CONFIDENTIAL

innovation focus

product centric
innovation strategy

experience centric
innovation strategy

© Verhaert

O...
CONFIDENTIAL

design driver

styling

DIFFERENTIATION ON
LOOK & FEEL

use in hotels, petrol stations,….
SELF SERVICE
atten...
CONFIDENTIAL

starting to use, observe & benchmark

product

INTERACTION

DESIGN
THINKING

ENVIRONMENT

experience

observ...
CONFIDENTIAL

setting the scope

human motivators
(Censydiam model)
ENJOYMENT

vitality
‘energetic’

BELONGING

POWER

ret...
CONFIDENTIAL

starting to explore

October 26th 2012

Slide 16
CONFIDENTIAL

mapping the proposals

human motivators
(Censydiam model)
ENJOYMENT

retro concept

young & female

BELONGIN...
CONFIDENTIAL

design driver

styling

DIFFERENTIATION ON
LOOK & FEEL

use in hotels, petrol stations,….
SELF SERVICE
atten...
CONFIDENTIAL

flexibility ?

October 26th 2012

Slide 19
CONFIDENTIAL

mapping the proposals

novelty matrix
(R. Verganti)

NEW
CONSUMER

revolutionary

incremental

evolutionary
...
CONFIDENTIAL

interface exploration

dirty touch panel

numerous buttons

October 26th 2012

Slide 21
CONFIDENTIAL

filtering and design iteration

retro meets high-tech

October 26th 2012

Slide 22
CONFIDENTIAL

October 26th 2012

Slide 23
CONFIDENTIAL

filtering and design iteration

viable

feasible

ENGINEERING
MARKETING

ENGINEERING
REVIEW

design iteratio...
CONFIDENTIAL

next step

DEMONSTRATOR

test acceptance of
user interface
and on
styling/perceived value

INNOVATION STRATE...
CONFIDENTIAL

test software

October 26th 2012

Slide 26
CONFIDENTIAL

model

October 26th 2012

Slide 27
CONFIDENTIAL

Milan fair

October 26th 2012

Slide 28
CONFIDENTIAL

October 26th 2012

Slide 29
CONFIDENTIAL

status today

Q1 2012

DESIGN AS INPUT
FOR STRATEGY

today
DETAILED DEVELOPMENT

Q3 2012
October 26th 2012

...
CONFIDENTIAL

conclusion

STRATEGIC ROLE OF DESIGN
IN INNOVATION

product

1
helping to go beyond cost and
performance as ...
CONFIDENTIAL

VERHAERT MASTERS IN INNOVATION®
Headquarters
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 0...
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Innovation day 2012 15. david pas verhaert - 'case study sanden vendo the new strategic role of design within innovation'

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Innovation day 2012 15. david pas verhaert - 'case study sanden vendo the new strategic role of design within innovation'

  1. 1. CONFIDENTIAL Case study SandenVendo David Pas innovation & design consultant October 26th 2012 Slide 1
  2. 2. CONFIDENTIAL Stefaan Van Baelen Sales Director SandenVendo David Pas Consultant Innovation & Design VERHAERT NEW PRODUCTS & SERVICES Guest lecturer Productontwikkeling, Antwerpen Design Coach ‘humin’ Design Ambassador ‘My Precious co-creation’ October 26th 2012 Slide 2
  3. 3. CONFIDENTIAL about SandenVendo The history of SandenVendo. * 1931 - Vendorlator Inc. founded in Fresno, California * 1937 - Vendo Co. founded in Kansas City, Missouri * 1956 - Vendo Co. merger with Vendorlator Inc. * 1961 - Subsidiaries established in Germany, France and Belgium * 1965 - Setting up of production facility in Casale, Northern Italy * 1967 - Subsidiary established in Spain * 1988 - Vendo becomes part of the Sanden Corporation Largest manufacturer of beverage vendors * 1997 - First expansion of the Casale factory, Italy * 1999 - Second expansion of the Casale Factory, Italy * 2000 - Additional offices established: Vendo France, Vendo Belgium * 2001 - Additional offices established: Vendo France, Vendo Belgium * 2002 - Start of cooler & coinage business in Europe * 2002 - New factory established in Akagi, Japan * 2005 - Vendo is renamed to SandenVendo * 2011 - 50th Anniversary of European Operation October 26th 2012 Slide 3
  4. 4. CONFIDENTIAL October 26th 2012 Slide 4
  5. 5. CONFIDENTIAL Sanden global specialist in heating and cooling technologies, is recognized as one of the leading companies in thermodynamics both in the automotive industry and mobile appliances such as food refrigeration. Sanden with its 56 locations in 23 countries develops and produces vending machines, refrigerated showcases and especially compressors for mobile air conditioning systems. October 26th 2012 Slide 5
  6. 6. CONFIDENTIAL unique product beating the commodity with innovation & design 1931 October 26th 2012 today Slide 6
  7. 7. CONFIDENTIAL other innovations future October 26th 2012 Slide 7
  8. 8. CONFIDENTIAL case : Coffeeserver self service desktop machine without payment October 26th 2012 Slide 8
  9. 9. CONFIDENTIAL other markets stand alone machine payment system October 26th 2012 countertop machine operated by staff Slide 9
  10. 10. CONFIDENTIAL typical design brief from marketing - a benchmark on cost and performance - ‘white spots’ in the market based on facts & figures - definition of target cost and specs to fill the ‘white spot’ POOR design brief ! October 26th 2012 Slide 10
  11. 11. CONFIDENTIAL the other way COST DRIVEN 3 key strategies competitive advantage DIFFERENTIATION NICHE / FOCUS October 26th 2012 difficult in existing market without changing business model Slide 11 - often viable, but how? - on performance or experience ? - strong brands can ‘do more’ - brand driven
  12. 12. CONFIDENTIAL innovation focus product centric innovation strategy experience centric innovation strategy © Verhaert October 26th 2012 Slide 12
  13. 13. CONFIDENTIAL design driver styling DIFFERENTIATION ON LOOK & FEEL use in hotels, petrol stations,…. SELF SERVICE attended area without payement system DIFFERENTIATION ON MAN MACHINE INTERFACE © Verhaert interface October 26th 2012 Slide 13
  14. 14. CONFIDENTIAL starting to use, observe & benchmark product INTERACTION DESIGN THINKING ENVIRONMENT experience observation & benchmark October 26th 2012 Slide 14 service
  15. 15. CONFIDENTIAL setting the scope human motivators (Censydiam model) ENJOYMENT vitality ‘energetic’ BELONGING POWER retro concept recognition ‘classy’ CONTROL October 26th 2012 Slide 15
  16. 16. CONFIDENTIAL starting to explore October 26th 2012 Slide 16
  17. 17. CONFIDENTIAL mapping the proposals human motivators (Censydiam model) ENJOYMENT retro concept young & female BELONGING POWER energy classy trivial functional CONTROL October 26th 2012 Slide 17
  18. 18. CONFIDENTIAL design driver styling DIFFERENTIATION ON LOOK & FEEL use in hotels, petrol stations,…. SELF SERVICE attended area without payement system DIFFERENTIATION ON MAN MACHINE INTERFACE © Verhaert interface October 26th 2012 Slide 18
  19. 19. CONFIDENTIAL flexibility ? October 26th 2012 Slide 19
  20. 20. CONFIDENTIAL mapping the proposals novelty matrix (R. Verganti) NEW CONSUMER revolutionary incremental evolutionary EXISTING OFFERINGS NEW OFFERINGS evolutionary EXISTING CONSUMER October 26th 2012 Slide 20
  21. 21. CONFIDENTIAL interface exploration dirty touch panel numerous buttons October 26th 2012 Slide 21
  22. 22. CONFIDENTIAL filtering and design iteration retro meets high-tech October 26th 2012 Slide 22
  23. 23. CONFIDENTIAL October 26th 2012 Slide 23
  24. 24. CONFIDENTIAL filtering and design iteration viable feasible ENGINEERING MARKETING ENGINEERING REVIEW design iteration acceptable October 26th 2012 Slide 24
  25. 25. CONFIDENTIAL next step DEMONSTRATOR test acceptance of user interface and on styling/perceived value INNOVATION STRATEGY October 26th 2012 Slide 25
  26. 26. CONFIDENTIAL test software October 26th 2012 Slide 26
  27. 27. CONFIDENTIAL model October 26th 2012 Slide 27
  28. 28. CONFIDENTIAL Milan fair October 26th 2012 Slide 28
  29. 29. CONFIDENTIAL October 26th 2012 Slide 29
  30. 30. CONFIDENTIAL status today Q1 2012 DESIGN AS INPUT FOR STRATEGY today DETAILED DEVELOPMENT Q3 2012 October 26th 2012 Slide 30
  31. 31. CONFIDENTIAL conclusion STRATEGIC ROLE OF DESIGN IN INNOVATION product 1 helping to go beyond cost and performance as drivers for innovation 2 helping to explore differentiation strategies 3 helping to think about all touchpoints 4 helping to explore human motivators ….. experience between all disciplines October 26th 2012 DESIGN THINKING Slide 31 service
  32. 32. CONFIDENTIAL VERHAERT MASTERS IN INNOVATION® Headquarters Hogenakkerhoekstraat 21 9150 Kruibeke (B) tel +32 (0)3 250 19 00 fax +32 (0)3 254 10 08 ezine@verhaert.com More at www.verhaert.com VERHAERT MASTERS IN INNOVATION® VERHAERT MASTERS IN INNOVATION® helps companies and governments to innovate. We design products and systems for organizations looking for new ways to provide value for their customers. We are a leading integrated product innovation center; creating technology platforms, developing new products and business in parallel, hence facilitating new-growth strategies for our clients. October 26th 2012 Slide 32 Netherlands European Space Innovation Centre Kapteynstraat 1 2201 BB Noordwijk (NL) Tel: +31 (0)633 666 828 willard.vanderheijden@verhaert.com More at www.verhaert.com
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