The Urbanization of Farming | Strategic design
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The Urbanization of Farming | Strategic design

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This presentation was part of a design project in an university setting. ...

This presentation was part of a design project in an university setting.

The company Einböck is provider of sustainable soil (and grass) management. “Success on the farm”is the main
motto. Success is equivalent in this context with a rich crop.

Farming in future will and has to change. Based on
the mega trend urbanizationan the threads of
climate and soil issues also Einböck has to change.
Farmers of today cannot deal with all challenges
of the agricultural sectorin the fututre.

Based on Einböck’s values, the opportunities on
the markt and promising trends the company has
to step on a new business path.

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The Urbanization of Farming | Strategic design The Urbanization of Farming | Strategic design Presentation Transcript

  • 07.05.2013 IPM Master 2012 Strategic Design I-M-Farming A Possible Future ...
  • 07.05.2013 IPM Master 2012 Strategic Design Roadmap 2020 2035 2050
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2020 | Personas • Name: Angela • Age: 26 • Status: In a relationship, no marriage/kids • Job: PR Agent • I am from a small town on the countryside, growing up by my family. I liked the garden and to eat fresh vegetables and home-cooked meals by my mom. • I took a job in the big city. The move was somewhat difficult for me. I have much work to do in my job and my free time is rare. • I want to keep a healthy diet. Miss home and the garden. • Some day I want to have kids and family, but I don’t want to give up my career. • convenience, saving time, feeling of nature and home
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2020 | Personas • Name: Carl • Age: 28 • Status: Single • Job: Green IT Engineer • I am always up on the newest technology and always wants to have the new thing. • At the same time I am extremely connected to nature. I am vegetarian and one of my favorite hobbies in cooking. • It is hard to get fresh vegetables where I live on a regular basis. The only time I get fresh veggies is at the farmers market. • freedom, self-sufficient, convenience, quality time, experience
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2020 | Personas • Name: Susan • Age: 30 • Status: Married, 2 kids • Job: HR Department, part-time • I recently had a huge health scare with my father when he had a heart attack. He is fine now, but that was not the first time there was a heart problem in her family. • I was brought up with a diet that would not be considered healthy. • I want to start eating healthier so that I bring my children up eating healthy. • weight reduction, healthy life style, role model for her kids, own garden
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2020 | Design Styles Main Frame Organic Volume Material & Metaphor Classic Vision User Interface Human Simplicity
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2020 | Key Design Elements Main Frame Organic Volume Material & Metaphor Classic Vision User Interface Human Simplicity
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2020 | Materials Wood Steel Glass Side Panels Frame Window
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2020 | Look & Feel
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2020 | Look & Feel UI
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2035 | Personas • I love getting to know new people. I am always willing to lend a helping hand. • As an entrepreneur, I am always looking for interesting and new ways to do things in my daily life. I have always loved cooking and gardening, but being in the city makes it very difficul. • I have a few plants on my balcony, but I am looking for a chance to expand my garden. • reconnect with nature, stay in the city to make the world a better place, spend quality time • Name: Julian • Age: 28 • Status: Open relationship • Job: Social Entrepreneur
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2035 | Personas • Anna has grown apart from the life she used to live out in the countryside. • I do not want to live in the city forever, but I know that I only have a couple more years of living this hectic life of a designer. • I would like to start a little garden, but I feel that I do not have the time to do so. I am a health fanatic and growing my own vegetables would be a good hobby. • quality time, convenience, relaxation, simplification • Name: Anna • Age: 56 • Status: Divorced & re-married, 1 kid (adult) • Job: Designer
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2035 | Design Style Main Frame Organic Volume Material & Metaphor Classic Vision User Interface Human Simplicity
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2035 | Key Design Elements Main Frame Organic Volume Material & Metaphor Classic Vision User Interface Human Simplicity
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2035 | Materials Steel Glass Windows Door Frames Wood Composite Side Panels
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2035 | Look & Feel
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2035 | Look & Feel UI
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2050 | Personas • I am stuck in the same job routine for about 15 years since I became the chief finance officer at my company. • I am looking for a change or some type of new hobby that will connect him and his wife when he comes home from work. • I have always been a food enthusiast, willing to try new things. I thought about growing a garden, but I do not think that I will have enough energy to keep up maintaining it. • take out speed from daily life, balanced life, leisure time • Name: Robert • Age: 45 • Status: Married, no kids • Job: Chief Finance Officer
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2050 | Design Style Main Frame Tough Protection Material & Metaphor High Precision
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2035 | Key Design Elements Main Elements Tough Protection Material & Form High Precision
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2050 | Materials Steel Carbon Fibre Protected Glass Rubber Frame Side Wall Window Grip
  • 07.05.2013 IPM Master 2012 Strategic Design Concept 2050 | Look & Feel