final assignment - how might we gather insights and inspiration to design products and services for...
TRANSCRIPT
Insights for InnovationRaquel Félix Jan/Feb 2016
“Age is an issue of mind over matter. If you don't mind, it doesn't matter.”
(Mark Twain)
Insights for InnovationRaquel Félix Jan/Feb 2016
Mind over matter, say’s Mark Twain… but in the end there’s matter: products, services and experiences made by Men’s minds. So, we can´t ignore matter, but we can value our internal feelings over what “matter” offers us.
Society has been a strong and cruel sharper of perceptions when it comes to older persons. For the last decades, we watched ancients fall from a status of wisdom to a place of no knowledge, becoming lost and silenced burdens.
This paradigm changed before and it will change again, very soon.
The paradigm
Insights for InnovationRaquel Félix Jan/Feb 2016
“The number of “super-aged” countries – where more than one in five of the population is 65 or older – would reach 13 in 2020 and 34 in 2030.”
(Moody’s)
Bringing meaning and context
Insights for InnovationRaquel Félix Jan/Feb 2016
• “Older persons are projected to exceed the number of children for the first time in 2047.
• In most countries, they support themselves financially with their own labour earnings, income from their assets, and through public transfers. In most countries with pertinent data, older persons make net financial contributions to younger family members until rather advanced ages.
• As countries develop and their populations continue to age, living alone or with a spouse only will likely become much more common among older people in the future.”
United Nations - World Population Ageing 2013
Bringing meaning and context
Insights for InnovationRaquel Félix Jan/Feb 2016Raquel Félix Jan/Feb 2016
Reframing the challenges
1.Designing new experiences
for the modern 70’s outside their
homes.
2.Before i go to sleep project.
Designing better bedside tables.
Insights for InnovationRaquel Félix Jan/Feb 2016
“We don’t stop playing because we grow old. We grow old because we stop playing.”
(George Bernard Shaw)
1.Designing new experiences
for the modern 70’s outside their
homes.
1. Challenge one
Insights for InnovationRaquel Félix Jan/Feb 2016Raquel Félix Jan/Feb 2016
ShopSing
Church
Read Work
Cafe
Visit friends and
relatives
Watch TV
Not feeling
old
Value age
Feeling useful
Feeling independent
Worrying about their
children and grandchildren
Mall
Not identifying with
older people stuff and stereotypes
1.Designing new experiences
for the modern 70’s outside their
homes.
Worrying about
loneliness
Preserve autonomy
Having dreams and
desires
Market
Cinema
Friends and relatives homes
Theater
University
Excursions
Around the neighbourhood
Talk with neighbours
Walking (dog,
grandchildren)
Sing at choir
Urge to help
Play cards
Fishing
Gymnastics
Chat
Taking care of others
Alive
Active
Forgotten by society
Good internal
resources
Putting pictures on the frame
Insights for InnovationRaquel Félix Jan/Feb 2016
BEHAVIOURS • They do normal stuff, like everyone of us • They live in community and value that • They are very active and some are still working (they want to be useful)
SOCIAL PERCEPTIONS • Society tends to stereotype them in a negative way (sadly, simplistic,
unhealthy and useless)
SELF PERCEPTIONS AND VALUES • The body is older but not the mind (not feeling old) • They have in hands a new currency: time • They don’t like or identify with “older people stuff”
Backing up with main findings 1.Designing new experiences
for the modern 70’s outside their
homes.
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
Breaking and changing perceptions towards older persons. Shall we play?
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
Take 2 minutes and look deeper at the following images.
Insights for InnovationRaquel Félix Jan/Feb 2016
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
Have you identified with any of them?
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
What about the next images?
Insights for InnovationRaquel Félix Jan/Feb 2016
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
Better good looking stuff right! Nice spaces, happy people, fine design, fresh colours…
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
Now, imagine that you have 70 years old.
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
Take another minute and look at the same images again.
Insights for InnovationRaquel Félix Jan/Feb 2016
Insights for InnovationRaquel Félix Jan/Feb 2016
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
With which images have you identified the most?
Where would you like to be? What products would you like to use?
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
Imagining that you had 70 years old influenced your answer?
Insights for InnovationRaquel Félix Jan/Feb 2016
1.Designing new experiences
for the modern 70’s outside their
homes.
“If we detested cruises when we were younger, we are just as likely to hate them now. It's time business stopped peddling lazy,damaging stereotypes of older people.”
(Michele Hanson)
Insights for InnovationRaquel Félix Jan/Feb 2016Raquel Félix Jan/Feb 2016
“We are all lumped together, from 60 to 90-plus. That’s a 30-year age range. No one would stuff 10-year-olds and 40-year-olds into the same category and try and sell them the same products. The over 60s do, and are, all sorts of different things. We’re just like you, but grown physically older. We still have individual personalities. We may one day need nappies, extra healthcare and special handles on the bath, but in the main, for as long as we can, we buy normal things: clothes, food, drink. We don’t have a special uniform or want a slop diet. We like all sorts of music.”
(Michele Hanson)
1.Designing new experiences
for the modern 70’s outside their
homes.
Making a statement
Insights for InnovationRaquel Félix Jan/Feb 2016
Let’s understand
existent ranges of ages and their contexts better.
1.Designing new experiences
for the modern 70’s outside their
homes.
Insights for InnovationRaquel Félix Jan/Feb 2016
1940 1955 1970 1985 2000 2015 2030 2045 2060
2016
Insights for Innovation
Raquel Félix Jan/Feb 2016
Fernanda was born (1939)
Hitler invades Norway
First atomic bomb.
World War II is over. Industry booms.
TV grows. LP’s, Polaroid and bikinis are introduced. Bebop emerges. Germany is split in
two. James Dean. Polio vaccine. Playboy
Magazine.Portugal’s dictator Salazar
War at the
Portuguese colonies
TV control remote
invented. Grace Kelly marries. The
EEC is created. NASA founded. LEGO is born. Castro
becomes dictator of Cuba.Berlin wall. The Beatles. Martin Luther
King. JFK
Fernanda is 31
Fernanda is 16
Portugal is a
dictatorship
Machines will replace human almost totally.
Fernanda is 46
Fernanda is 61
Fernanda is 76
Portugal at the
European Union
Fernanda will be 91
Raquel is 18
Raquel was born (1978)
Pocket Calculators. Elvis
is dead. Star Wars. Margaret Tatcher is the
first woman Prime Minister of the UK. Madre Teresa
wins the Nobel Prize.
Perestroika. Chernobyl.The
Oprah Winfrey Show. Berlin Wall falls. Nelson Mandela Free. Collapse
of the Soviet Union. Titanic movie.
Viagra.
EXPO 98 in
Portugal
EXPO 98 in
Portugal
Raquel is 37
New currency,
euro.
Raquel will be
52
Raquel will be 67
Raquel will be
82
Raquel will be
97
2075
New currency in Portugal,
euro.
Mapping the human
genome. World first cyborg. Invasion Iraque.
Web 2.0. You Tube. Facebook (social
networks). Technology boom. Google. 3D
printers
Concord crashes in France. Global economy
crashes. Barack Obama President of the USA. Water on the moon.
Major breakthrough in cancer research.
Major impact on
climate changes. Automated health
exams.
Space voyages.
driverless cars. Full time jobs will be reduced drastically. Construction
will use printed buildings.
Uploading emotion directly
into our brains. Cure for cancer. Them home will monitor you 24/7.
Possibility of a III World War. Able to speak
any language.
Portugal is no longer a
dictatorship(since 1974). Microsoft and
Apple are founded. The Muppet Show. Sony
introduces the walkman. Packman. Rubik’s
cube. ET.
Raquel is 6
Back ti the Future.
Coca Cola. MTV. World Wide Web.
Magic Johnson (NBA).Dolly the Sheep.
Harry Potter.
Insights for InnovationRaquel Félix Jan/Feb 2016
When you get to your 70’s, will you want different things from those that exist now? What will you want?
Let’s start to design them!
1.Designing new experiences
for the modern 70’s outside their
homes.
Insights for InnovationRaquel Félix Jan/Feb 2016
Maybe you don’t need a walking stick, but you would love to have one of this!
1.Designing new experiences
for the modern 70’s outside their
homes.
Insights for InnovationRaquel Félix Jan/Feb 2016
Some solutions 1.Designing new experiences
for the modern 70’s outside their
homes. Tell me your story! (How was it back on
the days?) Communities gathering
around storytellingRoom mates system (sharing homes against
isolation - together is better)
Mapping the neighbourhood (where are the things and the
people that matters to me?)
Teaching tech moments at the cafes (costumers
helping other customers)
Co-designing programs
(ergonomics, health,
education…)
Where to dance like the
60’s? (thematic parties)
New concept stores
Finding a new way of communicating with older persons
(they are not retarded or stupid!)
TaskRabbit for the 70’s
Walking sticks made on 3D
printers
Some companies actively employ older people (for example
Barclays’ Digital Eagles programme).
Insights for InnovationRaquel Félix Jan/Feb 2016
Cafe A Minhota
(Express your political opinion!
Every Tuesdays 15h/16h)
Rua S. José, 138
Catch the funicular and enjoy
your age! (Those with more than 65 have a
cheaper ticket and special seat)! Calçada da
Glória
Do you love to sing
but the only available place is at a church choir?
Why not? You don’t need to be religious… God won't
judge you for that ;) Igreja de S. Catarina Calçada do Combro Insights for Innovation
Open air market with
biological food (they know the difference between a cucumber
and courgette). Just like old times! (Weekends)
Praça Principe Real
FeirAlegria Handicraft ( Buy
or sell your things! It’s up to you (2nd & last weekends of the
month) Praça da Alegria
Map of Lisbon Area
Mapping the
neighbourhood
(where are the
things and the
people that matters
to me?)
Insights for InnovationRaquel Félix Jan/Feb 2016
“We love aged wine and distressed furniture, so why do we not appreciate the same features in people?”
Unknown
2.Before i go to sleep project.
Designing better bedside tables.
2. Challenge two
Insights for InnovationRaquel Félix Jan/Feb 2016Raquel Félix Jan/Feb 2016
Table Lamp
Too small
Going to bathroom
2.Before i go to sleep project.
Designing better bedside tables.
Hand cream
Personal things
Bottle of water
Books
Alarm clock
Lipstick Religious things
Switching on/off the table lamp
Lack of functionality
Putting pictures on the frame
Insights for InnovationRaquel Félix Jan/Feb 2016
BEHAVIOURS AND FUNCTIONALITIES • They read before they go to bed (but not always on bed) • Waking up in the middle of the night • The bedside tables aren’t big enough • The switch could be easier to turn on and off
SOCIAL PERCEPTIONS • The 70’s bedside tables aren’t filled with boxes of pills • Their bedside tables look like a normal one
SELF PERCEPTIONS AND VALUES • They are aware of some physical limitations in terms of mobility, but it’s
doable
Backing up with main findings 2.Before i go to sleep project.
Designing better bedside tables.
Insights for InnovationRaquel Félix Jan/Feb 2016
2.Before i go to sleep project.
Designing better bedside tables.
Some solutions
Integrated lamp
Charger for mobile phones
More space for books
Space for personal
things
Lateral spaceHigherAutomatic
switch
Nice design