The document discusses opportunities to innovate the pencil by improving its sustainability, personalization, and relationship to the user. It notes that pencils have a finite lifespan but are often not used to their full potential before being lost or discarded. The document explores ways to increase attachment to pencils so users care for them longer, localize production to improve supply chains, and enhance the tactile experience of using pencils. The goal is to achieve full utilization of pencils and increase appreciation for where they come from.

1. Day 1
Synesthesia

2. Product
Analysis
The Pencil
+ Finite life, destruction of the object.
+ Different users, different types.
+ Global and inefficient supply chain.
+ Ubiquity, wide availability, who buys?
+ Graphite is conductive, future tech opportunities,
clash with the digital age.
+ Personal multi-sensory relationship with the owner,
memories, quality matters.
+ Object rooted in tradition.

3. Innovation opportunities
+ Alternative raw materials. Keep low cost & improve
sustainability.
+ Eliminate usage of paint.
+ Avoid cutting down trees.
+ Improve the chain supply, maybe local options.

4. Innovation opportunities
+ Pencil size, shape.
+ How can the pencil evolve without increasing costs?
+ How much pressure do you need to compress graphite?
+ Complimentary objects, eraser, shapener.

5. Innovation opportunities
+ Increase attachment to the pencil, value the object (i.e.
Moleskine)
+ Re-invent tactile feedback for digital devices.
+ Chew on this. The pencil instigates deep ideas.
+ Nobody is aware of the source of their pencils.

6. Innovation opportunities
+ Increase the lifecycle of the pencil.
+ Increase attachment to the object so people don’t easily lose
it.

7. Opportunity Areas
Selection Criteria
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Social value.
Personal user experience.
Lifecycle, end.
User types.
Future of the pencil.
Production process.
Design opportunities
+ How might we get the user to keep and care for pencils until the end?
+ How might we add value to the pencil irrespective of the user type?
+ How might we make the pencil personalised to each user?
+ How can we bring the pencil to the 21st century?
+ How might we encourage users to care about where the pencils come from?
+ How can we improve the supply chain?
+ How might we enhance the sensory experience?

8. Research Findings Grouped

9. Key Research Insights
+ Pencils last 45k words. However, most don’t fulfill their potential. High wastage
due to over-sharpening and lost pencils.
+ Sales of pencils went up 700% in London after Sudoku craze.
+ Sales have been steadily increasing during the last years. 14 Billion pencils are
produced each year.
+ It takes 14 years to grow a tree used for pencils (Cedar)
+ Most of the production comes from East Asia.

10. Design Brief
+ Opportunity:
Increase the value of pencils to people, so they care for them
and use them for longer. Bring individuals closer to the object.
+ Goals:
Achieve 100% utilisation of a pencil. Localise the supply chain.
Crank up the pencil-love meter!
+ Audience:
Test pilot program. Local.