Notes of IxDA Hel x Helsinki Design week: Flux 4.9.2014

1. IXDAHel 4.9.2014
@Nordkapp
IxDA Helsinki x Helsinki Design Week: Flux
Notes by Tiina Lehtonen

2. Theme
 Talks about sosioeconomy, culture, behaviour,
ethnography

3. Ville Tikka
 Wevolve.us
 “Ville Tikka works as Strategy Director at Wevolve, a
Helsinki and New York based transformation company.
He revels in cultural and technological revolution and
has a knack for creative business, brand and design
transformation. Before co-founding Wevolve in 2010,
Ville worked with Nokia as Senior Futures Specialist in
New York and Helsinki, focusing on anthropological and
socio-cultural research and foresight, doing field
research on five continents, and directing global
research, strategy and innovation projects with Nokia's
design, brand and business teams and with leading
global agencies.”

4. 2nd flow of value making
 http://www.tekes.fi/Julkaisut/Arvonluonnin_uusi_aalto_3
09_2014.pdf (In Finnish)
Loikka

5. Lyhyesti
 ”Uuden aallon runsas arvon luominen tapahtuu
kokonaisvaltaisesti (ihmiskeskeinen arvolupaus) ja sen
perusta on arvosysteemeissä.”
 ”Runsas arvo syntyy ihmisten kokemuksissa sekä
toiminnan että sille annettujen merkitysten kautta.”
 ”Runsas arvo on sekä henkilökohtaista että jaettua ja
siten sekä hyödyllisempää että merkityksellisempää kuin
ohut arvo, jossa korostuu vain arvon henkilökohtaiset ja
taloudelliset ulottuvuudet.”

6. Design Outside
Product Brand
Inside
What
you
do
Who
you
are
Design
Process Purpose
 Design
fullfills
purpose

7. Experienced value
 Product/service is just
the tip of the iceberg
Product
&
story
Value systems

8. Value
 Social
 Cultural
 Emotional
 Functional
 Shared
 Meaning
 Personal
 Action
Social Cultural
Shared
Value
Action Meaning
Personal
Functional Emotional

9. Anu K. Nousiainen
 @Nuflow
 “Anu K. Nousiainen is a service designer / business
developer. For the past 15 years, Anu has been working as
a futurist, ethnographer and a service designer on digital
solutions for both global corporations such as Nokia and
Finnish governmental agencies and various companies. Her
strength lies in combining futures forecasting and business
design with service design capabilities.”
 Cultural cockpit
 3xE:Engage, Enable, Empower
 3xS:Sensing (gather signals, sense them), Solution (meaningful
stuff), Seizing (create something)
 Pattern recognition, Omnipresence, Latent needs that
people do not say  Innovation (*
*) ”Latent needs are overplayed as an innovation dynamic.”
http://www.cloudave.com/32398/latent-needs-overplayed-innovation-dynamic/

10. Henrik Rydberg
 Shapeways.com
 “Henrik Rydberg works as the Director of User
Experience at Shapeways in New York, bringing 3D
printing to the masses. Leading design and user
experience across the organization, experience and
product strategy, product design, leading customer
research efforts. Before Shapeways he worked for
companies such as Tinkercad and founded Aisti
Medialab, later acquired by Crasman Co. He was also
one of the founding members of IxDA Helsinki in 2008.”

11. 3D printing
 3D printing is blogging real things.
 Making something out of steel used to required blacksmith skills.
Average Joe can now do the same with 3D printing.
 What is needed to success
 Material
 Software
 Change for consumer behaviour
 3D technology enables personal products
 e.g. gifts, jewellery
 Enables ”craftmanship”
 No to massproduction (*
 No warehouses or stocks
 Brands? Copying? Immaterial rights? Marketing?  Brand engangement?
 Tailor your own Hasbro’s My little Pony. Transformers? Star trek?
 Rethink what design can do!
*)If gangs with their tailored own gang style knifes.  Finally tailored apps? Tailored services?