1. Day 1
Synesthesia

2. Product
Analysis
The Pencil
+ Finite life, destruction of the object.
+ Different users, different types.
+ Global and inefficient supply chain.
+ Ubiquity, wide availability, who buys?
+ Graphite is conductive, future tech opportunities,
clash with the digital age.
+ Personal multi-sensory relationship with the owner,
memories, quality matters.
+ Object rooted in tradition.

3. Innovation opportunities
+ Alternative raw materials. Keep low cost & improve
sustainability.
+ Eliminate usage of paint.
+ Avoid cutting down trees.
+ Improve the chain supply, maybe local options.

4. Innovation opportunities
+ Pencil size, shape.
+ How can the pencil evolve without increasing costs?
+ How much pressure do you need to compress graphite?
+ Complimentary objects, eraser, shapener.

5. Innovation opportunities
+ Increase attachment to the pencil, value the object (i.e.
Moleskine)
+ Re-invent tactile feedback for digital devices.
+ Chew on this. The pencil instigates deep ideas.
+ Nobody is aware of the source of their pencils.

6. Innovation opportunities
+ Increase the lifecycle of the pencil.
+ Increase attachment to the object so people don’t easily lose
it.

7. Opportunity Areas
Selection Criteria
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Social value.
Personal user experience.
Lifecycle, end.
User types.
Future of the pencil.
Production process.
Design opportunities
+ How might we get the user to keep and care for pencils until the end?
+ How might we add value to the pencil irrespective of the user type?
+ How might we make the pencil personalised to each user?
+ How can we bring the pencil to the 21st century?
+ How might we encourage users to care about where the pencils come from?
+ How can we improve the supply chain?
+ How might we enhance the sensory experience?

8. Research Findings Grouped

9. Key Research Insights
+ Pencils last 45k words. However, most don’t fulfill their potential. High wastage
due to over-sharpening and lost pencils.
+ Sales of pencils went up 700% in London after Sudoku craze.
+ Sales have been steadily increasing during the last years. 14 Billion pencils are
produced each year.
+ It takes 14 years to grow a tree used for pencils (Cedar)
+ Most of the production comes from East Asia.

10. Design Brief
+ Opportunity:
Increase the value of pencils to people, so they care for them
and use them for longer. Bring individuals closer to the object.
+ Goals:
Achieve 100% utilisation of a pencil. Localise the supply chain.
Crank up the pencil-love meter!
+ Audience:
Test pilot program. Local.