This is the keynote of Rune Rex at Xindanwei on Oct 10 2010. This keynote is made for the event "Design for Disadvantaged: the creative care from the north", first edition of "Design to Change"

4. why, why, why

5. In the US alone are TRASH within 6 months

6. In the US alone 99% of products are TRASH within 6 months

7. In the US alone 99% of products are TRASH within 6 months

8. Why design new products

9. “ 40% of the population has problems opening and using packaging” - Ole Linnet Juul, Userfriendly packaging-a key to innovation, Ease of Opening, Teknologisk intitut, 2009

10. “ 40% of the population has problems opening and using packaging” - Ole Linnet Juul, Userfriendly packaging-a key to innovation, Ease of Opening, Teknologisk intitut, 2009

11. Why do value added industries usability

12. Why do value added industries support usability

13. Why do value added industries support WHEN HEART MEDICINE DOES NOT support usability

14. working with people for people

15. interviewing

17. visual probe insights

21. etnographic studies

23. DOSE

24. verb: to give medicine to DOSE

26. It’s about workflow- you can never be sure that you only get one tablet out at a time.

27. key issues: Even trained nurses experience daily difficulties and waste of time opening, dosing with and closing pharmaceutical packaging.

32. in the nordic hospitals inexperiences nurses uses a pair of tweezers or rubber gloves to dose tablets

36. connecting dots..

46. more debate

47. WHAT IS REAL INNOVATION? PPP? C2C? UGC? UDD?

48. WASTE PEOPLE vs.