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“Les responsables d’innovation continuent de
 rechercher la manière la plus efficace de
 marrier Design et Technologie.”

...
“So what’s next for technology and design? A lot
 less thinking about technology for technology’s
 sake, and a lot more th...
“Technology is anthropology. It’s not the gear,
 it’s the people.”

Jose Antonio Vergas
Technology and Innovations Editor
...
Alma Mbandla,       Bethlehem Mlungwana,   Mamadou Diallo,    Mzwonke Mayekiso,   Mankumkwane             Awa Diallo,
head...
Endurance, reliability
                     Since the mobile phone is perceived as
                     a long-term invest...
Informal repair culture




                    The cost and ubiquity of mobile phones
                    have given rise...
Loss of investment




                     High unemployment, instability and
                     other factors lead to ...
Sharing and community
                  African communities are closely knit
                  based on a variety of facto...
Learning




           Since the mobile phone is often the first
           ICT device for the majority of the lower
    ...
Emerging market research - Samsung                                       Our approach
                                    ...
Understanding driven design                                          Our approach
                                        ...
Research & Development                 1000 ideas

                                            Accademy            Compani...
Our Team


Camilla Masala      [service designer]                   Mark Vanderbeeken           [partner, strategic commun...
Experientia s.r.l.
Via Cesare Battisti 15
10123 Torino
Italy


T+39 011 812 9687
info@experientia.com
www.experientia.com
Mark VANDERBEEKEN, Les Responsables d'innovation continuent de rechercher la manière la plus efficace pour marier Design e...
Mark VANDERBEEKEN, Les Responsables d'innovation continuent de rechercher la manière la plus efficace pour marier Design e...
Mark VANDERBEEKEN, Les Responsables d'innovation continuent de rechercher la manière la plus efficace pour marier Design e...
Mark VANDERBEEKEN, Les Responsables d'innovation continuent de rechercher la manière la plus efficace pour marier Design e...
Mark VANDERBEEKEN, Les Responsables d'innovation continuent de rechercher la manière la plus efficace pour marier Design e...
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Mark VANDERBEEKEN, Les Responsables d'innovation continuent de rechercher la manière la plus efficace pour marier Design et Technologie(PARIS 2.0,Sept 2009)

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Innovation 2.0

Introduction et animation des tables rondes par Matin Duval CEO de bluenove spécialisé dans la conduite du changement par l'innovation ouverte, France


TABLE RONDE DE 11h30 : DESIGN ET NOUVELLES TECHNOLOGIES

LA VALEUR DU DESIGN INDUSTRIEL EST DESORMAIS RECONNUE AUTANT QUE LA TECHNOLOGIE DANS UN PROCESSUS D'INNOVATION: UN AVANTAGE CONCURRENTIEL CLE MEME SANS BREVETS ?

Les responsables d'innovation continuent de rechercher la manière la plus efficace de marier Design et Technologie.
Le Design permet de coller au comportement de l'usager pour lui faire vivre des expériences appropriées et les technologies de développer des systèmes sophistiqués difficilement copiables.
Quels services sont aujourd'hui associés à une marque de façon pérenne ?
Quels systèmes technologiques permettent de verrouiller ses positions?

- Brigitte BORJA de MOZOTA, Director of Research at Parsons Paris School of Art & Design
- Mark Vanderbeeken, Senior Partner, E x p e r i e n t i a , Italie
- Christophe Rebours, Président In process , France
- Yves Voglaire, ORIGINN, Service Designers & Associates, Belgique
- Rémi guigou, directeur de l'image et de la marque, Monoprix , France
- Frédéric Degouzon, Directeur stratégie, L'Ecole de Design Nantes , F rance
- Malo Girod de l'Ain, CEO de Digital Arti , France


Pour accéder au site de PARIS 2.0 de septembre 2009 : http://www.amiando.com/strategies20aparis.htm

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Transcript of "Mark VANDERBEEKEN, Les Responsables d'innovation continuent de rechercher la manière la plus efficace pour marier Design et Technologie(PARIS 2.0,Sept 2009)"

  1. 1. “Les responsables d’innovation continuent de rechercher la manière la plus efficace de marrier Design et Technologie.” Paris 2.0
  2. 2. “So what’s next for technology and design? A lot less thinking about technology for technology’s sake, and a lot more thinking about design. Art humanises technology and makes it understandable. Design is needed to make sense of information overload. It is why art and design will rise in importance during this century as we try to make sense of all the possibilities that digital technology now affords.” John Maeda President, RISD Huffington Post - 21 September 2009
  3. 3. “Technology is anthropology. It’s not the gear, it’s the people.” Jose Antonio Vergas Technology and Innovations Editor Huffington Post - 21 September 2009
  4. 4. Alma Mbandla, Bethlehem Mlungwana, Mamadou Diallo, Mzwonke Mayekiso, Mankumkwane Awa Diallo, head of household community leader community leader community leader Dyanose, community head of household [South Africa] [South Africa] [Senegal] [South Africa] leader [South Africa] [Senegal]
  5. 5. Endurance, reliability Since the mobile phone is perceived as a long-term investment like a car, it is repaired rather than replaced, and used for a much longer period of time by each owner.
  6. 6. Informal repair culture The cost and ubiquity of mobile phones have given rise to an entirely new profession and culture - the mobile phone repairman, who builds a reputation based on his innate technical ability to solve challenges and repair phones. .
  7. 7. Loss of investment High unemployment, instability and other factors lead to high crime rates. Phones are easy to steal and dispose. Everyone has either lost a phone or been robbed of their phone.
  8. 8. Sharing and community African communities are closely knit based on a variety of factors such as tribal affiliation and loyalty - often greater than that to a nation, extended family networks, social and religious affiliation leading to greater communal sharing and support of the aged, the young and the infirm.
  9. 9. Learning Since the mobile phone is often the first ICT device for the majority of the lower income groups in Africa, it’s their first introduction to technology. The mobile is becoming a powerful platform for the dissemination of knowledge.
  10. 10. Emerging market research - Samsung Our approach  Understand Experientia concluded various extensive research projects on mobile  Foresight phone use in the African emerging market for Samsung.  Concept generation The project covered both qualitative ethnographic research and initial design concept development, as well as foresight recommendations to influence the companies' medium-term strategies.
  11. 11. Understanding driven design Our approach  Understand Experientia activities:  Foresight understand local and mobile phone culture  Concept generation observe user activities and situations help influence design strategy for mobile handsets  conceptualize over 40 product, interface and service ideas  define 5 opportunity spaces Result:  Samsung released several dedicated devices and applications at Barcelona GSMA’09 and in emerging markets
  12. 12. Research & Development 1000 ideas Accademy Companies 100 opportunities Experience prototyping From 1000 ideas to 1 product Venture capital Supporting new product development from its initial stages 5 alternatives Design Focus on improving the user experience Experience prototyping to validate market chances Utilizing usability methods for prototype positioning and evaluation 1 product/service multitude of experiences Usability test
  13. 13. Our Team Camilla Masala [service designer] Mark Vanderbeeken [partner, strategic communications] Claudia Weedermann [interaction designer] Michele Giannasi [project manager] Cristina Lobnik [project manager] Michele Visciola [partner and president, human factors and usability] Elena Gianni [designer & flash developer] Miguel Cabanzo [interaction designer] Erin O’Loughlin [editor] Paola Sales [user experience consultant] Francesca Labrini [communication designer] Piermaria Cosina [designer & flash developer] Giovanni Buono [usability consultant] Pierpaolo Perotto [partner and CEO, strategic business consulting] Giulia Stefani [user experience consultant] Raffaella Citterio [service designer] Helena Kraus [researcher] Rocio Tobon [strategic designer] Irene Cassarino [senior researcher] Shadi Lahham [interaction designer & senior developer] Jan-Christoph Zoels [partner, experience design] Silvana Rosso [office manager] Laura Polazzi [senior user experience researcher] Sofia Shores [project support] Luca Troisi [industrial designer] Tal Drori [senior designer] Magda Passarella [administration assistant] Takumi Yoshida [industrial designer] Manlio Cavallaro [administration manager] Yaniv Steiner [director, R&D]
  14. 14. Experientia s.r.l. Via Cesare Battisti 15 10123 Torino Italy T+39 011 812 9687 info@experientia.com www.experientia.com
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