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

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

    • 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 PRODUCTS & SERVICES Guest lecturer Productontwikkeling, Antwerpen Design Coach ‘humin’ Design Ambassador ‘My Precious co-creation’ October 26th 2012 Slide 2
    • 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
    • CONFIDENTIAL October 26th 2012 Slide 4
    • 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
    • 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 Slide 9
    • 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
    • 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
    • CONFIDENTIAL innovation focus product centric innovation strategy experience centric innovation strategy © Verhaert October 26th 2012 Slide 12
    • 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
    • CONFIDENTIAL starting to use, observe & benchmark product INTERACTION DESIGN THINKING ENVIRONMENT experience observation & benchmark October 26th 2012 Slide 14 service
    • CONFIDENTIAL setting the scope human motivators (Censydiam model) ENJOYMENT vitality ‘energetic’ BELONGING POWER retro concept recognition ‘classy’ CONTROL October 26th 2012 Slide 15
    • CONFIDENTIAL starting to explore October 26th 2012 Slide 16
    • 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
    • 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
    • CONFIDENTIAL flexibility ? October 26th 2012 Slide 19
    • 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
    • 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 iteration acceptable October 26th 2012 Slide 24
    • CONFIDENTIAL next step DEMONSTRATOR test acceptance of user interface and on styling/perceived value INNOVATION STRATEGY October 26th 2012 Slide 25
    • 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 Slide 30
    • 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
    • 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