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IMRB Innovation - GSVC Workshop on Design Thinking

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IMRB Innovation - GSVC Workshop on Design Thinking

  1. 1. WORSHOP ON DESIGN THINKING AS PART OF ‘GLOBAL SOCIAL VENTURES COMPETITION 2012’AT INDIAN SCHOOL OF BUSINESS, HYDERABADPARAMESWARAN VENKATARAMAN | IMRB INNOVATION LABS | MARCH 9, 2012
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  4. 4. Photo Storytelling: Storage in CarsStudy of behaviour, expectations, and unmet needs of consumers, with respect to storage in their cars
  5. 5. Car maintainance equipment - A bucket, cleaningbrush, empty bottle & cleaning cloth Cultural influencers – Scarcity (perceived, as well as real) The “Car Locker” phenomenon - The Boot often carries car maintenance items that do not need to be carried around as they are used in the same place everyday. But lacking a storage facility near where the car is parked daily, typically in the parking lot of a house / apartment, they get carried around all the time.
  6. 6. Cultural influencers: Most users who smoked did not use the ash tray in the car. In India, the general practice is to ash your cigarette outside your car while driving and toss the cigarette butt out of your window when you are done!
  7. 7. Workarounds indicate unmet & unarticulated needs
  8. 8. A Perfume dispenser Nail Polish, mint, coins and some paper. Cultural influencers: In the absence of a ‘coffee-on-the-drive-to- work’ culture, the cup holders get used for everything else
  9. 9. Mobile phone,chap stick & coins Sun Glasses Cultural influencers: In the absence of a ‘coffee-on-the-drive-to- work’ culture, the cup holders get used for everything else
  10. 10. The smaller load sits The participant is carrying on his back seat forcompany calendars with him quick access and that he has to give out to frequent use.clients over a period of time.He carries the bulk of the lot in his boot. This example illustrates the difference between the way the boot storage is perceived vis-a-vis the backseat storage space. Backseat Storage – Easy Access, Temporary storage, for “transporting” things Boot Storage – Not instantly accessible, Longer duration storage, for “storing” things
  11. 11. Match boxComb Sun glasses Proximity to driver = Frequency of use = What matters to people
  12. 12. Mobile Chap stick, Musicphone system remote ID Card, Music system remote Proximity to driver = Frequency of use = What matters to people
  13. 13. This participant removes his music system in public parking places. But unlike most people who carry it with them, he tucks it away A number of participants under the front seat, soremove their music system that it seems that it isn’t in from their car in public the car.parking places, and carry it with them in its case. Cultural influencers (Safety & Security): Security of ‘valuable’ items in the car. Consumers find ways of ‘hiding’ them.
  14. 14. This participant tucks his This participant carries his laptop under his back seat laptop in the space everytime he leaves his between the driver’s seat laptop in his car out ofand the back seat. This way concern for the security ofit is held in place firmly, as his laptop and more well as is out of sight. importantly his data. Cultural influencers (Safety & Security): Security of ‘valuable’ items in the car. Consumers find ways of ‘hiding’ them.
  15. 15. This participants needs to leave his keys andwallet in his car when hegoes jogging around the lake everyday. He puts his key in the little niche below the steering wheel. His wallet goes into the slot on the door. Both these would be very hard to see from the road outside. Cultural influencers (Safety & Security): Security of ‘valuable’ items in the car. Consumers find ways of ‘hiding’ them.
  16. 16. This participant’s boot & car is full of things left behind by friends who travelled in his car – 3 pairs of shoes, a cloth bag & a shirt This mouth organ belongs to the participant’s friend. He palys it to amuse her whenever he is in the car Items stored in the car reflect the users’ lifestyle, tastes and social habits.
  17. 17. This participant, a writer, carries copies of his book This participant uses his and flyers of the boot to permanantly charitable trust he runs store his golf equipment permanently in his car, so that they are at hand whenever he requires themItems stored in the car reflect the users’ lifestyle, tastes and social habits.
  18. 18. This participant’s car always contains a change of clothes for two of her best friends.Items stored in the car reflect the users’ lifestyle, tastes and social habits.
  19. 19. Storage types in a car Designed Designed for storage Designed for storage & Used for storage & Not Used for storageUsed NOT used Not Designed for storage NOT Designed for storage & Used for storage & NOT Used for storage Not Designed
  20. 20. Storage types: Examples Designed (for storage) Designed & NOT Used The Boot is This niche below the designed for steering wheel is storage and is almost never used to used as such. store coffee cups.Used for NOT useddesigned for intent designed intent NOT Designed & NOT Used The roof of a car is notNOT Designed & Used designed to store anythingThe floor space often and isn’t used for storage.gets used as a storagesurface. Not Designed (for storage)
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  30. 30. Parameswaran Venkataraman | Head – IMRB Innovation Labsparam.v@imrbint.com | +91 80 4014 0800

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