We tune technology to create harmony in your life.
Case study of the Digital Wellbeing Showroom
.
A digital lifestyle pilot store in London
during autumn-winter 2006
© www.digitalwellbeinglabs.com 2009

hello
Alexander Grünsteidl says
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I hate
shopping
....
I love it !
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this happened ...
this week ...
three years ago

I used to design
actually I still do
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I’ve been inv
olved in vari
ous roles
developing p
roducts like
...
Vodafone Simply Olivetti MY_WAY Indesit Moon
IDEO IDEO Giugiaro
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...something’s
not quite right
Vodafone Simply Olivetti MY_WAY Indesit Moon
IDEO IDEO Giugiaro
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inventors early early late laggards
adopters majority majority
... product aim
ed at
people that h
ad not yet
been convinc
ed to
acquire a mo
bile phone.
•Large Fonts
•Simplified Menus
Vodafone •Hard buttons inst
ead of
Simply soft functions
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... explained t
hat the
phone had no
t
“enough” fea
tures
like a camera
etc.
my his the
Vodafone father friend salesman...
Simply
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Vodafone
Simply
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?... is this the r
place to sell t
products and
services?
ight
hese

Relaunch of brand
... evoking leg
acy design qu
... positioning alities.
the brand hig
market to avo h in the
id direct com
with the large petition
established
companies ...
Olivetti MY_WAY
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... difficult to
sell outside
common high
street locatio
ns
... exclusive d
eal with Argo
contradicts b s
rand aspiratio
n
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... aspirationa
l product aim
young marke ed at
t segment.
key features:
•contemporary sty
•only 4 washing pr ling
•build-in automate ograms
d soap dispen
ser
Simplified
reduced functionality
Indesit Moon
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© www.digitalwellbeinglabs.com 2009

... This produc
t is hard to se
environment, ll in this
amongst feat
driven produ ure
cts sold on co
price points. mpetitive
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We tune technology to create harmony in your life.
Digital Wellbeing Labs founded 2005 to
address the last mile between the producer
and consumer of digital lifestyle products and
service.
© www.digitalwellbeinglabs.com 2009

... founded by
Priya Prakash
Alexander G and
rünsteidl
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A pilot store
Digital Wellbeing Showroom
autumn - winter 2006
The Shop at Bluebird, London
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Shoreditch
London
Chelsea King’s Road
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... thanks to Belle Robinson and Simon
Willis to believe that this experiment
could work.
... Schizoporotica music box, by Troika
Fashion lifestyle environment
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The Black & White collection

Conversations Music
Memories
Fashion
1 platform - 4 Zones
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Entrance

curating products & services

customized & one-offs
... Intempo D
AB radios
design Colin
Burns & Dur
covers: Sam H rell Bishop
echt, Marsha
Paul Bowman Mihotich,
, R.Robinson,
K.Barac ...
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... Introducing
the Nabaztag
by Violet
demonstrating complex
products
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5 events with 300+ visitors
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widely covered in media
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s”
... “With out Bounderie
dwb
okdeluxe, M ikkel Kosser &
n
Extrem e customizatio
dynamic anim ation program
rs
project ed on Wallpape ners
By Singles T apete, sb 2desig
17,000 customers
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s.
... and product sticker
By Shufflesome
lip,Studio Wolfe
Miawold iPod C
£ 50,000 turnover
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£ 15,000 own investment
” by Endfile, Kate
... “SMS stitched
Pemberton
Customized Nokia 5110 by
Malcom Goldie
e
Samsung Mobil
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Applied Art & One Offs
... Cable
Jewellery
... Custom by Bless
ized Hul
ger Phon
es
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launch of Marcel Wanders
wireless loudspeakers
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anything digital ...
y
... Je Joue Vibrator b
G.Hollington are
inclu ding Pleasurew
e
prog raming softwar
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market acceptance feedback
h
nk Book Launc
... iRex, iLiad eI
for the UK
n files: drawing
... demonstratio
from RCA animation
department
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prototypes placement
stat us indicator for
abot, presence
... Avail s, by Schulze Webb
social networking site
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music interface
sic,
on th e history of mu
... inte ractive poster
b y Osmotronic,
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“Into the Woods ... “
... Holz Ko
ntor Wood
... Hulger w pc
ooden pho peripherals
ne
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unique products
... iLogs, electronic s
ampling music
instruments by the
Owl project
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... Tree Grow
th, prints and
software, by interactive
Jeremy Thorp
... Interactive
projections b
y Bitforms
mobile phones & interactive art
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product demonstrations
... Brio RFID enabled toys, making
sounds or changing train direction
when passing over track
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Vahakan’s Table
ian
by Vahakn Matoss
... M icroscopy Table
interactive furniture
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t
... Roomba, iRobo clock by kouji iwas
aki
... TO:C A 'wood' LED
... Multip ot by Rotaliana
robots
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Christmas presents
rphones
adana PE-117 high end ea
... Am
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Eco - Awareness
... Launch of Wattson wireless energy
meter, with ambient usage feedback.
by DIY Kyoto
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entertainment
... Laughing Swing by Michal Rinott &
Michal Rothschild with Leor
Weinstein2006
© www.digitalwellbeinglabs.com 2009

What
we
learnt
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case example
Philips Digital Photo Frame
... sold as many
as Peter Jones
road ... down the
... to people wh
o switched to
years ago and digital only few
noticed that th
their pictures a ey didn’t see
nymore.
... to people wh
o don’t climb u
floor technolo p to the fourth
gy department
... to people wh
o refuse to wa
Curry’s, Pc Wo lk into a
rld etc
... how do you
demonstrate t
photo-frame o he quality of a
nline ...
© www.digitalwellbeinglabs.com 2009

case example
Philips Digital Photo Frame
... from barely u
sable to
difficult to exp
lain on the
shop floor.
innovative UI Modal Joystick UI
instant use multiple steps to start viewing
© www.digitalwellbeinglabs.com 2009

case example
Marcel Wander | Holland Electro
... these are probably so
me of the cheapest Marc
Wanders products on th el
e market. We could hav
sold for double the pric e
e if the quality would ha
been better... ve
Theatre WaveTV
© www.digitalwellbeinglabs.com 2009

case example
Marcel Wander | Holland Electro
... battery compartment
lids broke in
many cases on first use
.
... the WiFi signal conflic
ted with
other devices
plastic engineering
... many unsatisfied cust WiFi - conflict
omers
... uncooperative manufa
cturer
© www.digitalwellbeinglabs.com 2009

case example
Nabaztag ; internet appliance
£ 80.-
© www.digitalwellbeinglabs.com 2009

case example
Nabaztag ; internet appliance
... relative complex pro
duct but with an easy to
appeal. use
... some customers requ
ired installation service
our IT partner Digital P s by
lumbers who have a bett
margin on the product er
that our retail margin.
£ 80.-
© www.digitalwellbeinglabs.com 2009
£ 95.-

case example
Nabaztag ; internet appliance
... unfortunately the com
pany went Bankrupt.
Not surprisingly, when w
e noticed how
difficult the product is o
n the shop floor.
... needed many small usa
bility improvements
to increase user appeal.
... required product diffe
rentiation on same
platform to appeal to d
ifferent market
segments.
© www.digitalwellbeinglabs.com 2009

case example
Visual Thesaurus ; Software
ThinkMap, Mark Tinkler
... One of our commerc
ially most
successful products. Wh
en this sits on a
shelf in a shop nobody
will pay
attention. Each time we
did a 30 sec
demo we would sell a c
opy at 50%
margins.
© www.digitalwellbeinglabs.com 2009

case example
art & commercial products
... the value perception
of art pieces and produ
within the same environ cts
ment changes noticeable
.
Hard Wired Devices Multipot
Roger Ibars Rotaliana
© www.digitalwellbeinglabs.com 2009

If we want to continue
producing innovative products
and services,
we will need to innovate
the customer touch points.
© www.digitalwellbeinglabs.com 2009

shopping is not anymore
what it used to be ...
© www.digitalwellbeinglabs.com 2009

consumer electronics retail
on the high street is failing
and ...
l. ..”
” O u r s t o re s a re d re a d f u we t t CEO DS G i
Jo h n B ro
© www.digitalwellbeinglabs.com 2009

department stores
face competition from
online price comparison sites
© www.digitalwellbeinglabs.com 2009

manufacturers increasingly
sell directly to the end-consumer
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many products are only
available online
Ludwig Gatzke http://flickr.com/photos/stabilo-boss/
© www.digitalwellbeinglabs.com 2009

new business models are
emerging ...
...x00,000 “apps” and counting
© www.digitalwellbeinglabs.com 2009

margin pressure doesn’t allow
offering the required customer
services .
fashion books furniture consumer digital
electronics media
50 - 75 % 30 - 60 % 25 - 50% 10 - 30 % ?-5%
10 - 30 % 10 - 30 %
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traditional retail
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internet retail economy
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the last click
a whole valu e chain of events
can lead up to a transaction, but
only the last click receives a
share of the revenue, and all
others miss out.
© www.digitalwellbeinglabs.com 2009

Genius
bar
iPhone
Apple Apple increasin gly owns, within
Care iPod
its brand, mos t aspects creating
.me
iTunes
a complete ly integrated, 360
store
Macs user experience
Apple
online
Apple iLife iMovie iPhoto Garage
band
iWeb
iWork
brand owned Pages
© www.digitalwellbeinglabs.com 2009

Digital
Olivetti
Bless
Cables wood
pc Multi
show-
iRex pot
rooms
Je Joue eBook
photo
online Diy
store Kyoto
Sonos Hulger
Sharp website Singels
visual
cards box
tapete
We are interested to
curate and mediate a
Troika
Art
multi-brand, integrated
Ibars
curated multi brand Koser
lifestyle user experience
mediated Somethin
g vironment.
en Owl
iLog
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thank you !
ag@digitalwellbeinglabs.com
© www.digitalwellbeinglabs.com 2009

ot desu I
ngised
www.digitalwellbeinglabs.com
© www.digitalwellbeinglabs.com 2009