Share an Interview Highlight - How might we gather insights and inspiration to design products and services for the modern 70 year old? - IDEO U (Insights for Innovation)
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1. The new 70's outside their homes (building a visualisation map) 2. Before i go to sleep project (what’s on your bedside table?)
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Share an Interview Highlight - How might we gather insights and inspiration to design products and services for the modern 70 year old? - IDEO U (Insights for Innovation)
- 1. Insights for Innovation Raquel Félix Jan/Feb 2016 Share an Interview Highlight How might we gather insights and inspiration to design products and services for the modern 70 year old? 1. The new 70's outside their homes (building a visualisation map) 2. Before i go to sleep project (what’s on your bedside table?) Raquel Félix Jan/Feb 2016 70’s
- 2. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s Retired but still working on the family business (since 1964). From Monday to Saturday, during the mornings (on the afternoons it’s her soon that runs the business). She’s quite an independent 77 years old woman. Fernanda
- 3. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s 1. The new 70's outside their homes (building a visualisation map) “Every single job that i’ve done, i’ve done it with pleasure. I’m very adaptable. If i didn’t work, i would arranje something else to do.” “I feel that we don’t live in community anymore.” “In my neighbourhood there’s mostly people of my age. There’s no young people around.” Warming up!
- 4. Insights for Innovation Raquel Félix Jan/Feb 2016 Church Raquel Félix Jan/Feb 2016 70’s 1. The new 70's outside their homes (building a visualisation map) Wakes up at 5am (from Monday to Saturday) Makes her lunch at the cafe Goes to her cafe walking 1km Goes home around 2pm (on her son’s car or by public transports Stays at home during afternoon Dinner with grandchildren from Monday to Friday (12 and 18 years old) Bed around 9pm (unless there’s a TV show that she likes to watch) “I've been robbed so many times… but i’m not afraid!” Home Cafe Public Transpot Daily week routine
- 5. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s 1. The new 70's outside their homes (building a visualisation map) Wakes at 8am Goes to church at 10am (she sings at the choir with 20 more ladies from her age or even older) Makes lunch Watches some TV Visits some relatives (only when she gets a ride from her son) Makes dinner Goes to bed around 9pm “TV channels are all about violent movies and football… things that don’t interest me that much.” Church Home Cafe Public Transpot Sunday routine
- 6. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s 1. The new 70's outside their homes (building a visualisation map) “The thing that i like to do the most… read… i have so many books. Good books. Right now i’m reading a big book. It’s about wines and vineyards. I also have many catholic books. I read everything… i love detective stories like those books from Agatha. I once read War and Peace in one and a half night!” She shows me the book that she was reading with a lot of enthusiasm suggesting me to read it. “When i was young i loved to dance and sing. Now i don’t dance anymore. I don’t know why?! Maybe sometimes at the weddings.” Raquel: “If there was a place where they played the musics that you like, would you go there and dance?” Yes, i might go there… my foot would start to jump… not only the foot… the entire body!” She laughs! She does her own cleaning (she hates to clean the dust and she irons her daughter’s clothing). Things she loves to do… and not so much!
- 7. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s 1. The new 70's outside their homes (building a visualisation map) “I wouldn’t mind to go to a nursery home and i would go today because if would go today, i would be able to do many things around there… i would put at a good use of the gifts that God gave me. If i go very old… i wont be able to do anything!” She loudly laughs! “One thing i know for shore, i don’t want to be a burden to my children!” How do you feel or think that society deals with older people? “That’s a difficult question… i think that it could be more caring, it should be more caring. There are people that think that older people have no value at all… but they are very valuable! I value my own age! It is worth having my age! People give me their place for me to sit! Big, big laugh! Places for older people and how society sees them
- 8. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s 1. The new 70's outside their homes (building a visualisation map) “I don’t feel old. Sometimes i think that i should but i don’t… only because my knees hurt… my daughter tells me all the time to buy a walking stick… i say to her: do you think that, with this beautiful face, i need that!” Hard laughing! “I feel fine with my own age, i don’t feel old neither useless. That’s no good, to feel useless.” Dealing with age… things and old people products… What do you think of older people’s stores and products? “They should be happier and those names they give them… (like The grandfather store). I think it’s ugly!” She’s laughing big! Trust me!
- 9. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s 2. Before i go to sleep project (what’s on your bedside table?) What’s on Fernanda’s bedside table? • Table lamp; • Alarm clock; • A picture of “Our Lady of Fátima” and the three children; • Some books; • The bible (but it’s so big that sometime the bedside table is not big enough for both books and the bible).
- 10. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s 2. Before i go to sleep project (what’s on your bedside table?) What does she do before she goes to bed? • Reads on her dining room, at the table (not in bed); • Then she prays and goes to sleep. Sometimes she wakes up during the night and she goes to bed beyond her time (9pm), she has some trouble to sleep. Sometimes she can’t sleep because she’s worried. She never takes sleeping pills. She remembers her dreams very often. She has two recurrent dreams (she describes them form me). “Sometimes i dream of my mother and husband.” They died along ago, Fernanda is a widow and she lives alone in her own house. At this point she shares some of her husband photos with me and another one of when she was young.
- 11. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s 2. Before i go to sleep project (what’s on your bedside table?) “I’m not afraid of death… i might be not that well prepared… what if i get up there and S. Peter doesn’t open me the doors of paradise?… i’m joking!” Big and contagious laugh! “I don’t miss my youth. I played quite enough! But i wish to do so many and more things! Taking care of children or older people… i think i’m better with children. I would love to see my cafe beautiful again with lots of customers! Dreaming is very good!” The importance of dreaming…
- 12. Insights for Innovation Raquel Félix Jan/Feb 2016 Raquel Félix Jan/Feb 2016 70’s To read To dance Church To sing Her business Her cafe To Help To talk Doesn’t feel old Values her age Feels useful Feels independent Worries about her children and grandchildren Her home Wrapping up Doesn’t identify with older people stuff