The document discusses gathering insights and inspiration for designing products and services for modern 70-year-olds. It explores different motivations, behaviors, living situations, and activities of 70-year-olds, ranging from those who are retired to those still working, from lifelong learners to illiterate, and from those who travel often to those who never leave home. The document suggests considering similarities between the needs of 70-year-olds and other groups to spark new ideas.

1. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Identifying
Extremes
How might we gather insights and inspiration to design
products and services for the modern 70 year old?
The new 70's outside their homes (building a
visualisation map).
Raquel Félix
Jan/Feb 2016

2. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Thinking
Outside the curve
Raquel Félix
Jan/Feb 2016
Motivations
Are they
working?
Retired 70’s
Retired and workingNot retired and not working
• Owns a business (i will
interview Fernanda)• Old rich (family heritage)

3. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Thinking
Outside the curve
Raquel Félix
Jan/Feb 2016
Behavior
Knowledge and
Learning
Basic training
Lifelong LearnersIlliterate
• PhD investigators
• Students from a Sénior
University
• Self-taught
• My grandmothers (Maria
and Piedade)

4. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Thinking
Outside the curve
Raquel Félix
Jan/Feb 2016
Behavior
Where do they
live?
Living on their
own homes
Living on nursery homesLiving on the streets
• Someone requiring
special care
• Abandoned by their
relatives (no place to go)
• Rich person
• Very poor
• Someone with a mental
illness
• A nomad

5. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Thinking
Outside the curve
Raquel Félix
Jan/Feb 2016
Motivations
Whit whom do
they live?
Couple
Living with othersLiving alone
• Living with relatives (i will
interview Maria)
• Living with students
• Living with friends
• Widow or widower (i will
interview Mariolinda)
• Single

6. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Thinking
Outside the curve
Raquel Félix
Jan/Feb 2016
Motivations
Getting out of
home
Stay at their
residencial area
Go beyond residencial areaNever leaves home
• Travellers
• Members of recreative
societies
• Solitary 70’s
• Anti Social
• Severe physical
incapability

7. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Identifying
Extremes
Let’s try another angle relating extremes from other populations.
Well… i wouldn’t call this extremes, but different realities that can
bring new insights for this challenge by using extreme lens. What can
we learn from other groups that do or might feel something similiar to
our population? Think about the products and services that exist for
them and them relate them with those that exit for the 70’s.
Put your lens on again!
Raquel Félix
Jan/Feb 2016

8. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Thinking
Outside the curve
Raquel Félix
Jan/Feb 2016
Health/ Age
Products that
should make you
feel good.
Healthy active
people with
comum back
pains
The 70’s with aging painsWorkers between 35/45’s
• Seating all day • Seating all day

9. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Thinking
Outside the curve
Raquel Félix
Jan/Feb 2016
Motivation/
Age
Games
People between 70/80People between 25/40
• Boardgamers
• Friends on the park
playing cards

10. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Thinking
Outside the curve
Raquel Félix
Jan/Feb 2016
Motivation/
Age
Stores
People between 70/80People between 14/25
• Skaters Store
• “A Loja do Avô” (products
for old people)