Ideation:The Future, Made RealBy Nadia Orlova11 May 2012                  © 2011 Continuum LLC Proprietary & Confidential   1
AboutContinuum       © 2011 Continuum LLC Proprietary & Confidential   2
We are an innovation design consultancy.We design experiencesthat improve people’s livesand drive business innovation.Cont...
Building evolving global perspective with local sensibilitiesContinuum has five studios located in Boston, Los Angeles, Mil...
Our expertise spans a broad range of capabilitiesExpertise                        Work                                 Cli...
Bringing more than one perspective to the challengeOur teams are drawn from the diversity of expertise resident within our...
OUR STRENGTHSWe turn insight into ideas, and ideas into realityContinuum’s essence is about making things real, so we’ve d...
OUR STRENGTHS    Moving the needle where it counts    Our business-oriented perspective that ensures your organization suc...
Ideation       © 2011 Continuum LLC Proprietary & Confidential   9
APPROACHBusiness as a lever to make a difference                                           PEOPLE           BUSINESS      ...
APPROACHHolistic solution                        MEANING                                  IDEA                    EXPERIEN...
APPROACHThe recipe                                       ?                                                                ...
MEANING- Needs- Values-Aspirations                      ?               What are the User and               Business crite...
IDEA                                       EXPERIENCE- Define the opportunity- Design principles                Define the t...
Case Studies       © 2011 Continuum LLC Proprietary & Confidential   15
BANK OF THE FUTUREHow will the world bank in 2020?Our client, one of the globeʼs largest banks, asked us to define the bank...
BANK OF THE FUTUREUnderstanding how people bank By carefully analyzing ethnographic data drawn from stakeholders, staff, a...
BANK OF THE FUTUREDeveloping a customer-centric strategy In the past, the bank built its customersʼ trust by ensuring them...
BANK OF THE FUTUREWe established core design principles As part of our analysis and envisioning phases, Continuum created ...
BANK OF THE FUTURECreating and designing the vision    Internet Banking                                                 Po...
BANK OF THE FUTURETurning the vision into realityInternet Banking              Point of Sale Banking          Pocket Banki...
BANK OF THE FUTUREDesigning multi-touchpoint system architecture The bank of the future that we envisioned is an ecosystem...
BANK OF THE FUTUREConsistent user interface and multi-channel solution Our team defined how elements such as navigation, la...
BANK OF THE FUTUREBuilding the prototype                     Easy Bank                                 Pharmacy       Smal...
BANK OF THE FUTUREPrototyping the New Service ExperienceThe bank of the future was prototyped in full scale to enable our ...
BANK OF THE FUTUREEngaging and Aligning the OrganizationCreating the immersive experience was not only critical for testin...
REVOLUTION BY DESIGNOne laptop per child                       © 2011 Continuum LLC Proprietary & Confidential   27
REVOLUTION BY DESIGNOne laptop per child                       © 2011 Continuum LLC Proprietary & Confidential   28
Access to a brighter world.                               © 2011 Continuum LLC Proprietary & Confidential   29
LEVERAGEDFREEDOMCHAIR            © 2011 Continuum LLC Proprietary & Confidential   30
© 2011 Continuum LLC Proprietary & Confidential   31
SIMPLECOMFORTACITIVE          © 2011 Continuum LLC Proprietary & Confidential   32
Thank youFor more information, contact:Nadia Orlova | Senior Design Strategistnorlova@continuuminnovation.comM: +86 158 00...
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Future, Made Real - Nadia Orlova, Design Strategist & Lead Researcher, Continuum

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Future, Made Real - Nadia Orlova, Design Strategist & Lead Researcher, Continuum

  1. 1. Ideation:The Future, Made RealBy Nadia Orlova11 May 2012 © 2011 Continuum LLC Proprietary & Confidential 1
  2. 2. AboutContinuum © 2011 Continuum LLC Proprietary & Confidential 2
  3. 3. We are an innovation design consultancy.We design experiencesthat improve people’s livesand drive business innovation.Continuum. © 2011 Continuum LLC Proprietary & Confidential 3
  4. 4. Building evolving global perspective with local sensibilitiesContinuum has five studios located in Boston, Los Angeles, Milan, Seoul, and Shanghai.Our interest in people motivates us to understand them in their worlds. We translate the insights we gatherfrom around the globe into new businesses, products, and experiences. © 2011 Continuum LLC Proprietary & Confidential 4
  5. 5. Our expertise spans a broad range of capabilitiesExpertise Work Client PartnershipContinuum Account ServicesConsumer Strategy Global CollaborationBusiness DesignProduct DesignBrand Design Design andService DesignDigital Design InnovationContinuum Advanced Systems ProductsHuman Centered Design ServicesMechanical Engineering Brand ExperiencesElectrical EngineeringSoftware Engineering that make life better and grow businesses.Research CommunitiesConsumer Non-Durables Patterns of InnovationEmerging Markets Psychology of ExperienceGenerations Social InnovationHealth and Wellness Sustainable DesignNext Women and ChildrenPleasure Business Dynamics © 2011 Continuum LLC Proprietary & Confidential 5
  6. 6. Bringing more than one perspective to the challengeOur teams are drawn from the diversity of expertise resident within our company. Each team is assembledto bring the right mix of skills and diversity of thought to ensure that we look at each challenge in more thanone way. These intersections of perspective, expertise and inspiration complement the knowledge and skillof your team as we define new opportunities. © 2011 Continuum LLC Proprietary & Confidential 6
  7. 7. OUR STRENGTHSWe turn insight into ideas, and ideas into realityContinuum’s essence is about making things real, so we’ve developed a broad range of capabilities,ranging from a industrial design and mechanical engineering to prototyping and modeling. Whether it’s aproduct, service or completely new brand we have the capabilities to make it real. One Laptop Per Child from ideation to product, created at Continuum for OLPC/MIT Media Lab © 2011 Continuum LLC Proprietary & Confidential 7
  8. 8. OUR STRENGTHS Moving the needle where it counts Our business-oriented perspective that ensures your organization succeeds as it helps consumers. We understand that the business equation is a critical part of success, so we work to understand which metrics make sense and how they connect to consumer decision-making. Then we figure out what we can do together to make a difference that is measurable and meaningful. SWIFFER / Enabling Aspirations REEBOK / Pure Innovation PAMPERS / Understanding MomsCreates a category Doubles sales to $2 billion P&G’s first $6 billion brand © 2011 Continuum LLC Proprietary & Confidential 8
  9. 9. Ideation © 2011 Continuum LLC Proprietary & Confidential 9
  10. 10. APPROACHBusiness as a lever to make a difference PEOPLE BUSINESS © 2011 Continuum LLC Proprietary & Confidential 10
  11. 11. APPROACHHolistic solution MEANING IDEA EXPERIENCE © 2011 Continuum LLC Proprietary & Confidential 11
  12. 12. APPROACHThe recipe ? EXPERIENCE IDEA Define the touch points MEANING -  Product - Needs What are the User and - Define the opportunity -  Service - Values Business criteria for - Design principles -  Space -Aspirations the solution? -  Digital -  CommunicationFind what is meaningful for Ask the right question Define the opportunity that Use design principles to designpeople. to reframe the challenge. brings meaningful benefit for total experience that best people an business that embodies the opportunity. serve them. Define principles that will navigate the experience. © 2011 Continuum LLC Proprietary & Confidential 12
  13. 13. MEANING- Needs- Values-Aspirations ? What are the User and Business criteria for the solution? © 2011 Continuum LLC Proprietary & Confidential 13
  14. 14. IDEA EXPERIENCE- Define the opportunity- Design principles Define the touch points -  Product -  Service -  Space -  Digital -  Communication © 2011 Continuum LLC Proprietary & Confidential 14
  15. 15. Case Studies © 2011 Continuum LLC Proprietary & Confidential 15
  16. 16. BANK OF THE FUTUREHow will the world bank in 2020?Our client, one of the globeʼs largest banks, asked us to define the banking experience of the future to drive their technologyroadmap, branch evolution, and adaptation of service models to future states. We conducted contextual consumer andemployee research across three continents to understand the needs of lead and core customers, the unbanked (futurecustomers), and the employees who serve them. © 2011 Continuum LLC Proprietary & Confidential 16
  17. 17. BANK OF THE FUTUREUnderstanding how people bank By carefully analyzing ethnographic data drawn from stakeholders, staff, and clients in different countries, we identified a series of critical customer needs. Research sites: Continuum interviewed and observed customers banking behaviors in Europe, the United States, and in emerging markets, such as Argentina and India. © 2011 Continuum LLC Proprietary & Confidential 17
  18. 18. BANK OF THE FUTUREDeveloping a customer-centric strategy In the past, the bank built its customersʼ trust by ensuring them stability and solidity—by promising to stay forever the same as it always had been. In a world where the customer has taken control, the bank of the future must become the guide that helps each customer reach his individual goals. © 2011 Continuum LLC Proprietary & Confidential 18
  19. 19. BANK OF THE FUTUREWe established core design principles As part of our analysis and envisioning phases, Continuum created a set of core design principles that guided all decision-making within the project and helped us to communicate the project beyond the core client team. These design principles continue to support and inform all our work with BBVA. 01 02 03 04 05 Accessible Consistent Unified and Human Holistic Distribution User Universal Understanding Expertise & Network Interface Information SolutionsConvenient, trustworthy, Interaction with the bank Safe storage of Instead of selling to their Provide our clients withand pervasive, these is the same for customers comprehensive financial customers, bank staff will solutions custom-made tochannels give customers at every touch-point. information and robust work closely with them— suit their needs.a range of ways to fit analytics to use this to help clients understandbanking easily into the information to the what they really want fromshape of their lives. customerʼs benefit. their financial futures, and map out the steps theyʼll need to get there. © 2011 Continuum LLC Proprietary & Confidential 19
  20. 20. BANK OF THE FUTURECreating and designing the vision Internet Banking Point of Sale Banking Internet banking is the is the foundation of the experience. New banking interactions and customer acquisition at retail outlets. Pocket Banking Easy Bank Mobile to mobile banking facilitated by simple SMS and apps. The Easy Bank separates functions based on banking behaviors © 2011 Continuum LLC Proprietary & Confidential 20
  21. 21. BANK OF THE FUTURETurning the vision into realityInternet Banking Point of Sale Banking Pocket Banking Easy Bank Based on our customer-centric vision, Continuum then created an immersive banking experience and prototype inside BBVAʼs Center of Innovation in Madrid. The prototype in designed to simulate the experience of banking in the year 2020 and help communicate the value of the new distribution model to internal stakeholders, global thought leaders, and the media. © 2011 Continuum LLC Proprietary & Confidential 21
  22. 22. BANK OF THE FUTUREDesigning multi-touchpoint system architecture The bank of the future that we envisioned is an ecosystem of digital, physical, and human touch-points. It provides the customer the flexibility to operate across platforms and allows the bank the ability to scale across regions and to apply human and technology resources to the touch-points that are most impactful. © 2011 Continuum LLC Proprietary & Confidential 22
  23. 23. BANK OF THE FUTUREConsistent user interface and multi-channel solution Our team defined how elements such as navigation, layout and information structure and hierarchy will adjust to a range of touch-points, and codified the brand, visual and interaction elements that will remain consistent across platforms. © 2011 Continuum LLC Proprietary & Confidential 23
  24. 24. BANK OF THE FUTUREBuilding the prototype Easy Bank Pharmacy Small POS Shop Kiosk Drive Thru Flagship Home © 2011 Continuum LLC Proprietary & Confidential 24
  25. 25. BANK OF THE FUTUREPrototyping the New Service ExperienceThe bank of the future was prototyped in full scale to enable our team and our client to assess and refine the experience. Thisincluded creating experiential models of the physical touch-points and environments, as well as demonstrations of on-screeninteractions. Role-playing enabled us to pressure test employee interactions and understand how the new digital toolsworked. © 2011 Continuum LLC Proprietary & Confidential 25
  26. 26. BANK OF THE FUTUREEngaging and Aligning the OrganizationCreating the immersive experience was not only critical for testing technology and refining services, but also for socializingthis complex, far-reaching, multi-touch-point story with progressively larger audiences. The immersive experience allowsstakeholders to understand the bank of the future from the perspective of the customer, the employee, and the bank. © 2011 Continuum LLC Proprietary & Confidential 26
  27. 27. REVOLUTION BY DESIGNOne laptop per child © 2011 Continuum LLC Proprietary & Confidential 27
  28. 28. REVOLUTION BY DESIGNOne laptop per child © 2011 Continuum LLC Proprietary & Confidential 28
  29. 29. Access to a brighter world. © 2011 Continuum LLC Proprietary & Confidential 29
  30. 30. LEVERAGEDFREEDOMCHAIR © 2011 Continuum LLC Proprietary & Confidential 30
  31. 31. © 2011 Continuum LLC Proprietary & Confidential 31
  32. 32. SIMPLECOMFORTACITIVE © 2011 Continuum LLC Proprietary & Confidential 32
  33. 33. Thank youFor more information, contact:Nadia Orlova | Senior Design Strategistnorlova@continuuminnovation.comM: +86 158 0096 1020570 Yong Jia Road, Building 5,3F, Shanghai, China 200031永嘉路570号5 3P: +86 (0) 21 6074 0555F: +86 (0) 21 6074 0555 © 2011 Continuum LLC Proprietary & Confidential 33

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