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We tune technology to create harmony in your life.
                                          Case study of the Digital Wel...
hello
Alexander Grünsteidl says




© www.digitalwellbeinglabs.com   2009
I hate
           shopping
               ....
                                        I love it !



© www.digitalwellbei...
this happened ...
this week ...
three years ago
I used to design

                                        actually I still do




© www.digitalwellbeinglabs.com   2009
I’ve been inv
                                                                 olved in vari
                             ...
...something’s
                                              not quite right



Vodafone Simply                           ...
inventors   early      early      late       laggards
                                                       adopters   ma...
... explained t
                                                                          hat the
                        ...
Vodafone
 Simply
   © www.digitalwellbeinglabs.com   2009
                                           ?... is this the r
  ...
Relaunch of brand
                                              ... evoking leg
                                          ...
... difficult to
                                                          sell outside
                                   ...
... aspirationa
                                                              l product aim
                              ...
© www.digitalwellbeinglabs.com   2009
... This produc
                                        t is hard to se
                       environment,               ...
We tune technology to create harmony in your life.
                                          Digital Wellbeing Labs founde...
... founded by
                                                       Priya Prakash
                                      ...
A pilot store




 Digital Wellbeing Showroom
     autumn - winter 2006
The Shop at Bluebird, London
   © www.digitalwellb...
Shoreditch
                  London




Chelsea King’s Road
  © www.digitalwellbeinglabs.com   2009
... thanks to Belle Robinson and Simon
                                           Willis to believe that this experiment
 ...
The Black & White collection
Conversations    Music


                                             Memories
                            Fashion


     ...
curating products & services
customized & one-offs


                                         ... Intempo D
                                           ...
... Introducing
                                                          the Nabaztag
                                   ...
5 events with 300+ visitors
 © www.digitalwellbeinglabs.com   2009
widely covered in media
© www.digitalwellbeinglabs.com   2009
s”
... “With out Bounderie
                              dwb
okdeluxe, M   ikkel Kosser &
                         n
 Extr...
s.
                                        ... and product sticker
                                        By Shufflesome
 ...
£ 15,000 own investment




                  ” by Endfile, Kate
... “SMS stitched
Pemberton
 Customized    Nokia 5110 by
 ...
Applied Art & One Offs




                                         ... Cable
                                            ...
launch of Marcel Wanders
  wireless loudspeakers
 © www.digitalwellbeinglabs.com   2009
anything digital ...




                                                   y
                             ... Je Joue Vib...
market acceptance feedback



                                                                            h
              ...
prototypes placement




                                                                stat  us indicator for
          ...
music interface




                                                                                      sic,
           ...
“Into the Woods ... “




 ... Holz Ko
             ntor Wood
... Hulger w           pc
             ooden pho peripherals...
unique products




                                        ... iLogs, electronic s
                                      ...
... Tree Grow
                                                            th, prints and
                                 ...
product demonstrations




... Brio RFID enabled toys, making
sounds or changing train direction
when passing over track
 ...
Vahakan’s Table




                                                                               ian
                   ...
t
                                           ... Roomba, iRobo         clock by kouji iwas
                               ...
Christmas presents




                                                                       rphones
                    ...
Eco - Awareness
... Launch of Wattson wireless energy
meter, with ambient usage feedback.
by DIY Kyoto




     © www.digi...
entertainment
                                        ... Laughing Swing by Michal Rinott &
                              ...
What
                                          we
                                        learnt

© www.digitalwellbeingla...
case example
                                              Philips Digital Photo Frame


                                 ...
case example
                                                        Philips Digital Photo Frame




                     ...
case example
                                                Marcel Wander | Holland Electro
... these are probably so
   ...
case example
                                              Marcel Wander | Holland Electro




  ... battery compartment
 ...
case example
                                        Nabaztag ; internet appliance




        £ 80.-
© www.digitalwellbei...
case example
                                             Nabaztag ; internet appliance
                                  ...
case example
                                                Nabaztag ; internet appliance




  ... unfortunately the com...
case example
                                             Visual Thesaurus ; Software
                                    ...
case example
                                               art & commercial products
... the value perception
           ...
If we want to continue
                   producing innovative products
                            and services,
        ...
shopping is not anymore
                                        what it used to be ...




© www.digitalwellbeinglabs.com ...
consumer electronics retail
                                        on the high street is failing
                        ...
department stores
                                        face competition from
                                        on...
manufacturers increasingly
                                        sell directly to the end-consumer




© www.digitalwell...
many products are only
                                                              available online




Ludwig Gatzke ht...
new business models are
                                        emerging ...

                                        ...x...
margin pressure doesn’t allow
                                                offering the required customer
             ...
traditional retail




© www.digitalwellbeinglabs.com   2009
internet retail economy




© www.digitalwellbeinglabs.com   2009
the last click




                                        a whole valu e chain of events
                                ...
Genius
                       bar

                                                                iPhone
Apple           ...
Digital
                                                                                    Olivetti
                     ...
thank you !
         ag@digitalwellbeinglabs.com



© www.digitalwellbeinglabs.com   2009
ot desu I
                                         ngised

    www.digitalwellbeinglabs.com



© www.digitalwellbeinglabs....
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Digital Wellbeing Showroom 2006

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Presentation for www.thishappened.org on friday 25th September 2009. Overview of what we did and learned from the Digital Wellbeing pilot Showroom in autumn - winter 2006

Published in: Design, Art & Photos, Technology
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Digital Wellbeing Showroom 2006

  1. 1. We tune technology to create harmony in your life. Case study of the Digital Wellbeing Showroom . A digital lifestyle pilot store in London during autumn-winter 2006 © www.digitalwellbeinglabs.com 2009
  2. 2. hello Alexander Grünsteidl says © www.digitalwellbeinglabs.com 2009
  3. 3. I hate shopping .... I love it ! © www.digitalwellbeinglabs.com 2009
  4. 4. this happened ... this week ... three years ago
  5. 5. I used to design actually I still do © www.digitalwellbeinglabs.com 2009
  6. 6. I’ve been inv olved in vari ous roles developing p roducts like ... Vodafone Simply Olivetti MY_WAY Indesit Moon IDEO IDEO Giugiaro © www.digitalwellbeinglabs.com 2009
  7. 7. ...something’s not quite right Vodafone Simply Olivetti MY_WAY Indesit Moon IDEO IDEO Giugiaro © www.digitalwellbeinglabs.com 2009
  8. 8. inventors early early late laggards adopters majority majority ... product aim ed at people that h ad not yet been convinc ed to acquire a mo bile phone. •Large Fonts •Simplified Menus Vodafone •Hard buttons inst ead of Simply soft functions © www.digitalwellbeinglabs.com 2009
  9. 9. ... explained t hat the phone had no t “enough” fea tures like a camera etc. my his the Vodafone father friend salesman... Simply © www.digitalwellbeinglabs.com 2009
  10. 10. Vodafone Simply © www.digitalwellbeinglabs.com 2009 ?... is this the r place to sell t products and services? ight hese
  11. 11. Relaunch of brand ... evoking leg acy design qu ... positioning alities. the brand hig market to avo h in the id direct com with the large petition established companies ... Olivetti MY_WAY © www.digitalwellbeinglabs.com 2009
  12. 12. ... difficult to sell outside common high street locatio ns ... exclusive d eal with Argo contradicts b s rand aspiratio n © www.digitalwellbeinglabs.com 2009
  13. 13. ... aspirationa l product aim young marke ed at t segment. key features: •contemporary sty •only 4 washing pr ling •build-in automate ograms d soap dispen ser Simplified reduced functionality Indesit Moon © www.digitalwellbeinglabs.com 2009
  14. 14. © www.digitalwellbeinglabs.com 2009
  15. 15. ... This produc t is hard to se environment, ll in this amongst feat driven produ ure cts sold on co price points. mpetitive © www.digitalwellbeinglabs.com 2009
  16. 16. We tune technology to create harmony in your life. Digital Wellbeing Labs founded 2005 to address the last mile between the producer and consumer of digital lifestyle products and service. © www.digitalwellbeinglabs.com 2009
  17. 17. ... founded by Priya Prakash Alexander G and rünsteidl © www.digitalwellbeinglabs.com 2009
  18. 18. A pilot store Digital Wellbeing Showroom autumn - winter 2006 The Shop at Bluebird, London © www.digitalwellbeinglabs.com 2009
  19. 19. Shoreditch London Chelsea King’s Road © www.digitalwellbeinglabs.com 2009
  20. 20. ... thanks to Belle Robinson and Simon Willis to believe that this experiment could work. ... Schizoporotica music box, by Troika Fashion lifestyle environment © www.digitalwellbeinglabs.com 2009
  21. 21. The Black & White collection
  22. 22. Conversations Music Memories Fashion 1 platform - 4 Zones © www.digitalwellbeinglabs.com 2009 Entrance
  23. 23. curating products & services
  24. 24. customized & one-offs ... Intempo D AB radios design Colin Burns & Dur covers: Sam H rell Bishop echt, Marsha Paul Bowman Mihotich, , R.Robinson, K.Barac ... © www.digitalwellbeinglabs.com 2009
  25. 25. ... Introducing the Nabaztag by Violet demonstrating complex products © www.digitalwellbeinglabs.com 2009
  26. 26. 5 events with 300+ visitors © www.digitalwellbeinglabs.com 2009
  27. 27. widely covered in media © www.digitalwellbeinglabs.com 2009
  28. 28. s” ... “With out Bounderie dwb okdeluxe, M ikkel Kosser & n Extrem e customizatio dynamic anim ation program rs project ed on Wallpape ners By Singles T apete, sb 2desig 17,000 customers © www.digitalwellbeinglabs.com 2009
  29. 29. s. ... and product sticker By Shufflesome lip,Studio Wolfe Miawold iPod C £ 50,000 turnover © www.digitalwellbeinglabs.com 2009
  30. 30. £ 15,000 own investment ” by Endfile, Kate ... “SMS stitched Pemberton Customized Nokia 5110 by Malcom Goldie e Samsung Mobil © www.digitalwellbeinglabs.com 2009
  31. 31. Applied Art & One Offs ... Cable Jewellery ... Custom by Bless ized Hul ger Phon es © www.digitalwellbeinglabs.com 2009
  32. 32. launch of Marcel Wanders wireless loudspeakers © www.digitalwellbeinglabs.com 2009
  33. 33. anything digital ... y ... Je Joue Vibrator b G.Hollington are inclu ding Pleasurew e prog raming softwar © www.digitalwellbeinglabs.com 2009
  34. 34. market acceptance feedback h nk Book Launc ... iRex, iLiad eI for the UK n files: drawing ... demonstratio from RCA animation department © www.digitalwellbeinglabs.com 2009
  35. 35. prototypes placement stat us indicator for abot, presence ... Avail s, by Schulze Webb social networking site © www.digitalwellbeinglabs.com 2009
  36. 36. music interface sic, on th e history of mu ... inte ractive poster b y Osmotronic, © www.digitalwellbeinglabs.com 2009
  37. 37. “Into the Woods ... “ ... Holz Ko ntor Wood ... Hulger w pc ooden pho peripherals ne © www.digitalwellbeinglabs.com 2009
  38. 38. unique products ... iLogs, electronic s ampling music instruments by the Owl project © www.digitalwellbeinglabs.com 2009
  39. 39. ... Tree Grow th, prints and software, by interactive Jeremy Thorp ... Interactive projections b y Bitforms mobile phones & interactive art © www.digitalwellbeinglabs.com 2009
  40. 40. product demonstrations ... Brio RFID enabled toys, making sounds or changing train direction when passing over track © www.digitalwellbeinglabs.com 2009
  41. 41. Vahakan’s Table ian by Vahakn Matoss ... M icroscopy Table interactive furniture © www.digitalwellbeinglabs.com 2009
  42. 42. t ... Roomba, iRobo clock by kouji iwas aki ... TO:C A 'wood' LED ... Multip ot by Rotaliana robots © www.digitalwellbeinglabs.com 2009
  43. 43. Christmas presents rphones adana PE-117 high end ea ... Am © www.digitalwellbeinglabs.com 2009
  44. 44. Eco - Awareness ... Launch of Wattson wireless energy meter, with ambient usage feedback. by DIY Kyoto © www.digitalwellbeinglabs.com 2009
  45. 45. entertainment ... Laughing Swing by Michal Rinott & Michal Rothschild with Leor Weinstein2006 © www.digitalwellbeinglabs.com 2009
  46. 46. What we learnt © www.digitalwellbeinglabs.com 2009
  47. 47. case example Philips Digital Photo Frame ... sold as many as Peter Jones road ... down the ... to people wh o switched to years ago and digital only few noticed that th their pictures a ey didn’t see nymore. ... to people wh o don’t climb u floor technolo p to the fourth gy department ... to people wh o refuse to wa Curry’s, Pc Wo lk into a rld etc ... how do you demonstrate t photo-frame o he quality of a nline ... © www.digitalwellbeinglabs.com 2009
  48. 48. case example Philips Digital Photo Frame ... from barely u sable to difficult to exp lain on the shop floor. innovative UI Modal Joystick UI instant use multiple steps to start viewing © www.digitalwellbeinglabs.com 2009
  49. 49. case example Marcel Wander | Holland Electro ... these are probably so me of the cheapest Marc Wanders products on th el e market. We could hav sold for double the pric e e if the quality would ha been better... ve Theatre WaveTV © www.digitalwellbeinglabs.com 2009
  50. 50. case example Marcel Wander | Holland Electro ... battery compartment lids broke in many cases on first use . ... the WiFi signal conflic ted with other devices plastic engineering ... many unsatisfied cust WiFi - conflict omers ... uncooperative manufa cturer © www.digitalwellbeinglabs.com 2009
  51. 51. case example Nabaztag ; internet appliance £ 80.- © www.digitalwellbeinglabs.com 2009
  52. 52. case example Nabaztag ; internet appliance ... relative complex pro duct but with an easy to appeal. use ... some customers requ ired installation service our IT partner Digital P s by lumbers who have a bett margin on the product er that our retail margin. £ 80.- © www.digitalwellbeinglabs.com 2009 £ 95.-
  53. 53. case example Nabaztag ; internet appliance ... unfortunately the com pany went Bankrupt. Not surprisingly, when w e noticed how difficult the product is o n the shop floor. ... needed many small usa bility improvements to increase user appeal. ... required product diffe rentiation on same platform to appeal to d ifferent market segments. © www.digitalwellbeinglabs.com 2009
  54. 54. case example Visual Thesaurus ; Software ThinkMap, Mark Tinkler ... One of our commerc ially most successful products. Wh en this sits on a shelf in a shop nobody will pay attention. Each time we did a 30 sec demo we would sell a c opy at 50% margins. © www.digitalwellbeinglabs.com 2009
  55. 55. case example art & commercial products ... the value perception of art pieces and produ within the same environ cts ment changes noticeable . Hard Wired Devices Multipot Roger Ibars Rotaliana © www.digitalwellbeinglabs.com 2009
  56. 56. If we want to continue producing innovative products and services, we will need to innovate the customer touch points. © www.digitalwellbeinglabs.com 2009
  57. 57. shopping is not anymore what it used to be ... © www.digitalwellbeinglabs.com 2009
  58. 58. consumer electronics retail on the high street is failing and ... l. ..” ” O u r s t o re s a re d re a d f u we t t CEO DS G i Jo h n B ro © www.digitalwellbeinglabs.com 2009
  59. 59. department stores face competition from online price comparison sites © www.digitalwellbeinglabs.com 2009
  60. 60. manufacturers increasingly sell directly to the end-consumer © www.digitalwellbeinglabs.com 2009
  61. 61. many products are only available online Ludwig Gatzke http://flickr.com/photos/stabilo-boss/ © www.digitalwellbeinglabs.com 2009
  62. 62. new business models are emerging ... ...x00,000 “apps” and counting © www.digitalwellbeinglabs.com 2009
  63. 63. margin pressure doesn’t allow offering the required customer services . fashion books furniture consumer digital electronics media 50 - 75 % 30 - 60 % 25 - 50% 10 - 30 % ?-5% 10 - 30 % 10 - 30 % © www.digitalwellbeinglabs.com 2009
  64. 64. traditional retail © www.digitalwellbeinglabs.com 2009
  65. 65. internet retail economy © www.digitalwellbeinglabs.com 2009
  66. 66. the last click a whole valu e chain of events can lead up to a transaction, but only the last click receives a share of the revenue, and all others miss out. © www.digitalwellbeinglabs.com 2009
  67. 67. Genius bar iPhone Apple Apple increasin gly owns, within Care iPod its brand, mos t aspects creating .me iTunes a complete ly integrated, 360 store Macs user experience Apple online Apple iLife iMovie iPhoto Garage band iWeb iWork brand owned Pages © www.digitalwellbeinglabs.com 2009
  68. 68. Digital Olivetti Bless Cables wood pc Multi show- iRex pot rooms Je Joue eBook photo online Diy store Kyoto Sonos Hulger Sharp website Singels visual cards box tapete We are interested to curate and mediate a Troika Art multi-brand, integrated Ibars curated multi brand Koser lifestyle user experience mediated Somethin g vironment. en Owl iLog © www.digitalwellbeinglabs.com 2009
  69. 69. thank you ! ag@digitalwellbeinglabs.com © www.digitalwellbeinglabs.com 2009
  70. 70. ot desu I ngised www.digitalwellbeinglabs.com © www.digitalwellbeinglabs.com 2009

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