Leila Sheldrick - Imperial College London

1. Business As Unusual
Consumers in the Loop
RECODE Network in Consumer Goods, Big Data and Re-Distributed Manufacturing
Dr Mariale Moreno
Prof Harris Makatsoris
Dr Leila Sheldrick Dr Matt Sinclair Dr Emma Dewberry

2. This 9-month feasibility study seeks to address the key research question:
How should we engage users in New Product Development in future
re-distributed models of sustainable production and consumption?
Business As Unusual: Consumers in the Loop
MAP interactions
with people
DELVE into
durables repair
ENVISION future
research
DELVE into
food innovation

3. People Involved
in Design
What does our vision of the future look like?
Low Resource UseRedistributed
Manufacturing

4. People Involved
in Design
What does our vision of the future look like?
Low Resource UseRedistributed
Manufacturing

5. What does this session look like?
Firstly, I will very briefly explain our future visions.
Secondly, you will play with our methods to develop your own visions.

6. ConsumerInspired
(primarily big data driven)
LongLifeCycleShortLifeCycle
ConsumerLed
(primarily people driven)
PRODUCT LONGEVITY
DESIGNDRIVERS
Future Scenarios...

7. ConsumerInspired
(primarily big data driven)
LongLifeCycleShortLifeCycle
ConsumerLed
(primarily people driven)
PRODUCT LONGEVITY
DESIGNDRIVERS

8. ConsumerInspired
(primarily big data driven)
LongLifeCycleShortLifeCycle
ConsumerLed
(primarily people driven)
PRODUCT LONGEVITY
DESIGNDRIVERS
CONSUMERINSPIRED

9. ConsumerInspired
(primarily big data driven)
LongLifeCycleShortLifeCycle
ConsumerLed
(primarily people driven)
PRODUCT LONGEVITY
DESIGNDRIVERS
CONSUMERINSPIRED
CONSUMERLED

10. ConsumerInspired
(primarily big data driven)
LongLifeCycleShortLifeCycle
ConsumerLed
(primarily people driven)
PRODUCT LONGEVITY
DESIGNDRIVERS

11. ConsumerInspired
(primarily big data driven)
LongLifeCycleShortLifeCycle
ConsumerLed
(primarily people driven)
PRODUCT LONGEVITY
DESIGNDRIVERS
SHORT
LIFECYCLE

12. ConsumerInspired
(primarily big data driven)
LongLifeCycleShortLifeCycle
ConsumerLed
(primarily people driven)
PRODUCT LONGEVITY
DESIGNDRIVERS
SHORT
LIFECYCLE
LONG
LIFECYCLE

13. ConsumerInspired
(primarily big data driven)
LongLifeCycleShortLifeCycle
ConsumerLed
(primarily people driven)
PRODUCT LONGEVITY
DESIGNDRIVERS
DEMOCRATIC
DESIRABLES
ENGAGING
ENDURABLES
CIRCULAR
CONSUMABLES
TAILORED
TEMPORARIES

14. Each scenario describes low resource use, consumer engaged,
re-distributed manufacturing in a different way, based on:
DESIGN... By people, or by experts?
TECHNOLOGY... Supply chains or engagement?
DATA... Big or small?
COMPANIES... Multinational or local?

15. Democratic Desirables
Engaging Endurables
Circular Consumables
Tailored Temporaries
Consumer
Inspired
LongLifeCycleShortLifeCycle
Consumer
Led
PRODUCT LONGEVITY
DESIGNDRIVERS
a. Design by individuals through dedicated
online portals.
b. Technology in flexible production and
recovery processes to facilitate new
business models.
c. Small data gathered at point of sale to
create customised offerings.
d. Businesses of all scales operating in the
same local space.
a. Design by gathering crowd sourced
data to understand the needs of many.
b. Technology in recycling processes and
online feedback systems.
c. Big data gathered through a number of
innovative feedback mechanisms.
d. Large multinational corporations with
localised flexible production systems.
a. Design by monitoring data collected from
smart, connected products.
b. Technology in flexible production and
encouraging simple
maintenance/upgrading.
c. Big data gathered on large scales in real
time, to understand trends and
behaviours.
d. Large companies with localised branches.
a. Design by individuals to work with makers
to customise their purchases.
b. Technology in consumer engagement
platforms and community network
building.
c. Small data used through apps, services, or
physical purchase points.
d. Local businesses and personalised
products.

16. Speed Mapping
You have 20 minutes...
1. Pick a product
2. Design it’s life cycle
3. Map the customer interactions
You will then have 3 minutes to present back your ideas.

17. Steps 1 and 2:

18. Customer Interaction Map
MAP interactions
with people

19. Customer Interaction Map

20. ...Business as Unusual
Future Journeys?
Example Journey: Crowd Sourced Product

21. Step 3:

22. Democratic Desirables
Engaging Endurables
Circular Consumables
Tailored Temporaries
Consumer
Inspired
LongLifeCycleShortLifeCycle
Consumer
Led
PRODUCT LONGEVITY
DESIGNDRIVERS
a. Design by individuals through dedicated
online portals.
b. Technology in flexible production and
recovery processes to facilitate new
business models.
c. Small data gathered at point of sale to
create customised offerings.
d. Businesses of all scales operating in the
same local space.
a. Design by gathering crowd sourced
data to understand the needs of many.
b. Technology in recycling processes and
online feedback systems.
c. Big data gathered through a number of
innovative feedback mechanisms.
d. Large multinational corporations with
localised flexible production systems.
a. Design by monitoring data collected from
smart, connected products.
b. Technology in flexible production and
encouraging simple
maintenance/upgrading.
c. Big data gathered on large scales in real
time, to understand trends and
behaviours.
d. Large companies with localised branches.
a. Design by individuals to work with makers
to customise their purchases.
b. Technology in consumer engagement
platforms and community network
building.
c. Small data used through apps, services, or
physical purchase points.
d. Local businesses and personalised
products.

23. Thank you for all your
attention and efforts
Dr Mariale Moreno
Prof Harris Makatsoris
Dr Leila Sheldrick
Dr Matt Sinclair
Dr Emma Dewberry