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Nokia Only Planet Presentation Transcript

  • 1. ONLY PLANET March, 16th 2007 DRAFT Version 1.0 1 © Nokia 2007 February 8, 2007 Company Confidential
  • 2. THE ONLY PLANET A project aims at providing students a unique opportunity to discover a new dimension in design. Allows students to explore elements of their own culture as expressions of their identity. Provides tools to construct a holistic view through an interdisciplinary project combining inspiration from global trends, design influences Only Planet projects have been carried out in and local elements. France, Italy, Finland, Japan, China, Israel, India, Russia, Egypt, Iran, Turkey, Estonia, Poland, Chile, Brazil and Argentina. 2 © Nokia 2007
  • 3. DISCOVERY Explore the given global trends and map them to the local context by collecting visible and hidden cues from the culture. Identify possible manifestations and systems of aesthetics and experiences in different countries. Define new stimuli from the documented results which will inspire new experience design scenarios for viable new product / developments in the future. Design a family of product concepts that will articulate and create a holistic experience which reflects the assigned trends. 3 © Nokia 2007
  • 4. BEHIND GOOD PRODUCTS Shift from products creation to experiences creation Without the creation of a focussed experiences, a good product is just another product Every “total experience” needs a “story” to act as the creative and the intellectual thread. 4 © Nokia 2007 4 Three elements one story
  • 5. UNDERSTANDING PEOPLE “ its all about people, we do it!” The world is constantly changing and people’ s behavior is subsequently evolving at a rapid pace We need assumptions about progress, development or an evolution to provide direction. Nothing is created based on one thought alone – it Describing a new phenomena is formed through observations and informed through societal, consumer & intuition lifestyle trends Interpretations, Inspirations, and Connections. 5 © Nokia 2007 5 Three elements one story
  • 6. SEGMENTS & DIFFUSION People are different and can be grouped according to personal needs, values, attitudes, behaviors etc. Consumer segmentation model help to understand for whom you will create products Diffusions of trends often happens through from Lead Users, to Mainstream to Laggards 6 © Nokia 2007
  • 7. PEOPLE & EXPERIENCES From concept to creation COLORS AND MATERIALS ENHANCEMENTS ’PRODUCT’ SERVICES AND APPLICATIONS PEOPLE & NEEDS IDENTITIES PACKAGING ADVERTISING AND RETAIL AND COMMUNICATIONS ENVIRONMENT 7 © Nokia 2007
  • 8. SOURCES OF INSPIRATION A holistic, interdisciplinary approach seeking information from multiple perspectives and sources Trend research & cultural analysis Observation & visual evidence Informed Intuition Lifestyles & subcultures Informant Networks & Expert interviews Ethnography Scenarios 8 © Nokia 2007
  • 9. TRENDS Future tendencies – assumptions about progress, development or evolution of a certain thing. Mega trends Change waves which can change the world we live in. New realities to which we will have to adapt ourselves. Dynamic motivations which will modify the value system, the moral and ways Societal trends of thinking and behaving. These are ways of adapting ourselves to mega trends. Consumer Trends describe future tendencies in consumer behavior i.e. consumers’ attitudes towards consumption. Consumer trends are not simply creative and Lifestyle trends stylist impulses. But real needs for the society and its consumer-citizens. 9 © Nokia 2007 9 Three elements one story
  • 10. TRENDS AS TOOLS TOOLS AND INFORMED MEGA SOCIETAL CONSUMER & DESIGN COLORS & TREND INTUITION ARE NEEDED TRENDS LIFESTYLE TRENDS TRENDS MATERIALS TRENDS FOR PROVIDING KNOWLEDGE AND decades 10 years 5 years 6 months to 3 years INSIGHT 10 © Nokia 2007 10
  • 11. EXPERIENCE LED DESIGN Local manifestations Global trends People & Segments Nokia Design believes in the power of life to create experiences. 11 © Nokia 2007
  • 12. EXPERIENCE LED DESIGN Experiences allow us to share a mission and an understanding to achieve a common goal in the group. 12 © Nokia 2007
  • 13. ONLY PLANET 2007 Influential Societal Trends 13 © Nokia 2007
  • 14. The combinations of trends create the right mix to be applied to an innovative solution. 14 © Nokia 2007
  • 15. SEEKING OPTIMISM There has been a global rise in hope and optimism. People are becoming more conscious about what they buy, and morals and ethics are becoming important especially among youth. • In this period of hard times (e.g. Iraq war, natural disasters, terrorism) people want a more positive attitude and to be hopeful about the future. • Optimism is also influenced by concerns about ecology, ethical consumption, government actions related issues and green economies. People are using technologies to • Its not only about being green or ethical but more connect, collect and enhance their humanistic, optimistic and responsible. happiness • Technologies can better provide information and support as well as becoming more human, playful and engaging. 15 © Nokia 2007
  • 16. GENUINE EXPERIENCES More people are inspired by learning and the ability to have a personal impact. Genuine and meaningful stories are vital for differentiating experiences • A disposable, throw-away and over-loaded society has created a non-committal attitude with the leading edge. • People are now in search of something more honest and small scale. • People want to associate with the “real thing” which Purchase and usage experiences are emphasises authenticity and know-how and offers the becoming key differentiators. possibility to personally participate. • People need new ways to confront the endless selection to ensure maximum satisfaction and experience. 16 © Nokia 2007
  • 17. CULTURAL FLOWS The phenomena of new cultural from different countries will bring the next waves of new lifestyle trends and aspirations. • Urbanization & immigration is creating flows between developed and developing countries, leading to the convergence of cultures, trade, technology, and information. • New cultural fusions will become important sources of design, music, fashion, pop culture, etc. • Newness is about hybridity, synergy, bricolage, and transculturation, • New forms of belonging and patterns of exchange are occurring in the world. • There exists an emergence of local communities based on cultural or religious traits. Spiritual, cultural and ethnic aspects are becoming visible in mobile technologies. 17 © Nokia 2007
  • 18. CONVENIENCE People expect technology products to bring back convenience – providing joy and support, personal experience & enabling more than ever. • Ad-hoc living, instant culture, and too much choice are draining people. • People feel trapped by their current busy lifestyles but don’t want to change them, instead they want more convenient products and services to sustain their hectic lifestyles, • People are searching for feelings of security, convenience and delight. • Convenience is about: the basics & hidden subtle delights, a Demand for simplicity is not just about the playful balance through creativity, revitalization and play and product and interface, but will extend to larger smart & intelligent products ecosystems = device ecosystems, services and content. 18 © Nokia 2007
  • 19. WELLBEING People are looking for well-being and balance everywhere. Many people are suffering from obesity and stress related diseases in developed countries, whereas same time many people are suffering lack of proper nutriment. • Well-being is everywhere – work, home, travel, food, design, technology etc. • It is about making a personal effort, preventive body care, self-medication, and active lifestyles. • Concerns over “diseases of affluence or poverty” • Traditional networks have changed towards more virtual relationships, hence problems are taken to outsiders to ease Technologies are providing support for different emotional baggage. aspects of well-being: information search, controlling, monitoring, coaching, advising, connecting, alarming and relaxing. 19 © Nokia 2007
  • 20. GENDER SHIFT More women are embracing technology as part of their social and work lives. Products must increasingly combine performance and style and take into account elements and values of both genders. • Today, women are generally more well-off, independent and educated. Thus, the overall participation of women is increasing. • Values that are traditionally perceived as feminine, are increasingly changing cultures: tolerance, intuition, emotionality and ethics. • Female ways of communicating and cooperation are gaining importance. • Young technology savvy female generations are quickly closing the gender gap in technology. Technologies are designed to be more human, sensorial and tactile 20 © Nokia 2007
  • 21. ART MEETS TECHNOLOGY The convergence of science, art and design are crucial when creating and introducing new tech innovations. They bring technologies closer to human senses and provide deeper meaning • Design now spans across disciplines of science, art, and the humanities. • Science and art/design are combining human and science to better interact with technologies. • Artistic involvement in tech products is appreciated by consumers and thus experiences falls between art, science and play. • It makes technology more human, easily approachable and understandable. Tech innovations are gaining “a soul” through convergence of art, design and science. 21 © Nokia 2007
  • 22. SECURE & PRIVATE Consumers are trying to find the middle ground between privacy and security as they face increasing pressures to give up some privacy in exchange for security and convenience • Consumers are struggling between increasing desire and possibilities to share one’s life online (e.g. blogs and photo sharing sites) and being careful and suspicious. • Some people are very open-minded and not aware of all issues regarding privacy and security while others are more pragmatic, careful and hesitant to give much personal information. • Both virtual security and physical protection are important. • Advances in network and sensor technology, growing risk of identity theft are some concerns. Issues of privacy and security increase through the accessibility of technology. 22 © Nokia 2007
  • 23. NEW HOMES After the out-going decade of the 90s, the home is starting to replace the street as a place to gather, debate, chill and network. The concept of ‘being at home’ is extending to other contexts • Despite recent changes in family structures, the concept of ‘home’ remains intense and significant. • Mobility changes the meaning of home where it can extend to various places such as work, car, 2nd home, 3rd places such as cafes, etc. - easily switch between home, work and leisure contexts. • The home is no longer a place to escape from, but a destination in its own right. People are increasingly customising and personalising their homes. 23 © Nokia 2007
  • 24. SOCIAL MEDIA Social media tools are creating more personalized and context based social architectures that change how people interact. • People will be driven by participation and prosumption via social media based on networking, media and device management, personal publishing, communication and mobility. • The Digital offers benefits of instant ad hoc social organization and social networking increases and sharing and swapping become essentials • People will increasingly blend the physical and the digital: sharing is increasingly linked to local and contextual places (blogs à geo tagging etc.). Technology is about expressing self, getting visibility, and even about “virtual therapy”. 24 © Nokia 2007
  • 25. DO IT YOURSELF TOP PRO-AM ACTIVITIES 1. Gardening 2. DIY/Home improvement 3. Sports Users want to be able do more things on their own, such 4. Arts and crafts, eg as advanced photographing and health monitoring. They painting/pottery are searching for smarter solutions that would enable 5. Photography them to have more freedom and widen their hobbies & experiences. Source: Mori/Demos • People pursuing amateur activities to professional standards: taking professional-quality photos, producing own films, monitoring and keeping records of health and diet, controlling money usage or even monitoring energy consumption. • People are engaged in digital crafting and hacking culture as knowledge and creativity have become social capital using simple tools and the internet to express themselves • People make personalized or even totally uniquely customized products that suit their purposes, taste and style. from purely managerial tasks to something more meaningful: enjoyment, content creation and sharing. 25 © Nokia 2007
  • 26. LEAPFROGGING TECH New inexpensive technology solutions will diminish the digital gap between those who do and those who do not have access to digital world. Mobile technology will take on different usages compared with the past. • Developing and remote areas of developed markets will be able to have access to more digital communication and media. • New users will come online through mobile devices as new usages are driven by new social connections and communication needs. • Locally accommodated technology will give the opportunity One laptop for every Libyan child by 2008 for people to improve their quality of life and economic People will directly adopt more situation. sophisticated technologies and for many • Already many communities have created self-sustainable the first experiences of multimedia such economic, health and learning centers through utilizing new as gaming, video and intranet will be technologies. through their handheld device 26 © Nokia 2007
  • 27. ONLY PLANET 2007 methodology 27 © Nokia 2007
  • 28. Identifying the global trend in the local context (to be develop in 1.5 weeks) • What is visible today? Direct and indirect cues of the chosen global trends such as objects, images, places, behaviors, values, attitudes, relations, movements, etc. • i.e. combining Gender shift + Experiences + Leapfrogging Tech • Identify people who influence as well as those are influenced by the chosen trends • Identify current situations & phenomena; making visual maps & short descriptions of concepts Global Trend Local Manifestation Arts Technology Fashion Food Design Architecture Games Events & toys 28 © Nokia 2007
  • 29. Analysis • Find the connections and relationships between the trends and local manifestation : drivers, influences, commonalities, differences, patterns, parameters and directions. • Identify a target group of people of the chosen trends. • Create a character of this group inspired from the analysis of the material gathered. • Create a user narrative, highlighting the needs, aspiration and usage patterns that you feel the character wants to fulfill. • Generate Experience Scenarios inspired by the trend analysis and the user narrative. • Develop & illustrate a story-boards of the experiences. 29 © Nokia 2007
  • 30. Design Development • Develop a strategy for a future holistic experience and design products that best reflects the influences of the chosen trends (intersecting two of them) • The product concepts should be design to fit into a product family language to fulfill the experiences through their look and feel. • Throughout the project we will utilize an open-mode, closed-mode approach in which workshops & brainstorming sessions are conducted for idea generation, elaboration and filtering the development of the project 30 © Nokia 2007
  • 31. Process proposal • The working teams will be composed by 5 to 6 students. • Each team will be allocated a combination of two specific global trends from which they will create product concepts for the experience platform they had created. • The process will be kicked-off at a briefing session for the Only Planet participants by Nokia Design at their University. 31 © Nokia 2007
  • 32. Process proposal • The rest of the working sessions of the project should be organized locally by the participants and led by the University tutors. • Structuring, filtering and documenting the results as input for the concept development should occur between workshops. • Nokia Design will be present at the mid point of the project to provide further guidance. • In the concept development phase scenarios will be chosen to be elaborated, creating descriptions and justifications for each. • Parallel to this there will be conceptualizations on the design of the appropriate product offers in relation to the scenarios. 32 © Nokia 2007
  • 33. ONLY PLANET 2007 Planning & deliverables 33 © Nokia 2007
  • 34. Deliverables • Boards which illustrate the translation of the chosen global trend in the local context. The visible and hidden signs of the local culture and conditions found by the group through the exploration of the two trends. • Story-boards with animations/illustrations of the user experiences created from people centric scenarios that reflect the manifestations of those trends and the target group influenced by them. • A family of innovative product concepts that which create and articulate a holistic experience presented on boards, animations and mock-ups. • These new multimedia device concepts should reflect the influence of the local trends and benefit from the new emerging technologies. They should aim to be for 2012. 34 © Nokia 2007
  • 35. Review & Milestones planning with Nokia Design • Kickoff - Tuesday 08.05.07 at DuoC University Project Brief presentation by Axel Meyer & Timo Veikkola from Nokia Design • 1st review - Tuesday 03.07.07 at DuoC By University Professors and Axel Meyer from Nokia Design • Final delivery 14.08.07 at DuoC By University Professors and Axel Meyer from Nokia Design • Final presentation - 15.10.07 or 12.11.07 in Santiago, Chile Presence of Axel Meyer, William Sermon & Timo Veikkola from Nokia Design (tbc) 35 © Nokia 2007
  • 36. Acknowledgement Only Planet - Chile - project owner Axel Meyer Group Design Director, Multimedia Nokia Design Only Planet - Sponsor Bill Sermon VP Design, Multimedia Nokia Design Only Planet –Owner Eero Miettinen Design Director, Insights & Innovations Nokia Design Speaker Timo Veikkola Senior Futures Specialist, Insights & Innovations Nokia Design Only Planet –Projects Coordinator Maria Isohanni Communication Coordinator, Insights & Innovations Nokia Design 36 © Nokia 2007
  • 37. We are all shaping the future Gracias. 37 © Nokia 2007
  • 38. 38 © Nokia 2007