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Business as Unusual: Consumers in the loop

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Leila Sheldrick - Imperial College London

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Business as Unusual: Consumers in the loop

  1. 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. 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. 3. People Involved in Design What does our vision of the future look like? Low Resource UseRedistributed Manufacturing
  4. 4. People Involved in Design What does our vision of the future look like? Low Resource UseRedistributed Manufacturing
  5. 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. 6. ConsumerInspired (primarily big data driven) LongLifeCycleShortLifeCycle ConsumerLed (primarily people driven) PRODUCT LONGEVITY DESIGNDRIVERS Future Scenarios...
  7. 7. ConsumerInspired (primarily big data driven) LongLifeCycleShortLifeCycle ConsumerLed (primarily people driven) PRODUCT LONGEVITY DESIGNDRIVERS
  8. 8. ConsumerInspired (primarily big data driven) LongLifeCycleShortLifeCycle ConsumerLed (primarily people driven) PRODUCT LONGEVITY DESIGNDRIVERS CONSUMERINSPIRED
  9. 9. ConsumerInspired (primarily big data driven) LongLifeCycleShortLifeCycle ConsumerLed (primarily people driven) PRODUCT LONGEVITY DESIGNDRIVERS CONSUMERINSPIRED CONSUMERLED
  10. 10. ConsumerInspired (primarily big data driven) LongLifeCycleShortLifeCycle ConsumerLed (primarily people driven) PRODUCT LONGEVITY DESIGNDRIVERS
  11. 11. ConsumerInspired (primarily big data driven) LongLifeCycleShortLifeCycle ConsumerLed (primarily people driven) PRODUCT LONGEVITY DESIGNDRIVERS SHORT LIFECYCLE
  12. 12. ConsumerInspired (primarily big data driven) LongLifeCycleShortLifeCycle ConsumerLed (primarily people driven) PRODUCT LONGEVITY DESIGNDRIVERS SHORT LIFECYCLE LONG LIFECYCLE
  13. 13. ConsumerInspired (primarily big data driven) LongLifeCycleShortLifeCycle ConsumerLed (primarily people driven) PRODUCT LONGEVITY DESIGNDRIVERS DEMOCRATIC DESIRABLES ENGAGING ENDURABLES CIRCULAR CONSUMABLES TAILORED TEMPORARIES
  14. 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. 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. 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. 17. Steps 1 and 2:
  18. 18. Customer Interaction Map MAP interactions with people
  19. 19. Customer Interaction Map
  20. 20. ...Business as Unusual Future Journeys? Example Journey: Crowd Sourced Product
  21. 21. Step 3:
  22. 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. 23. Thank you for all your attention and efforts Dr Mariale Moreno Prof Harris Makatsoris Dr Leila Sheldrick Dr Matt Sinclair Dr Emma Dewberry

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