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Future, Made Real - Nadia Orlova, Design Strategist & Lead Researcher, Continuum
1.
Ideation: The Future, Made
Real By Nadia Orlova 11 May 2012 © 2011 Continuum LLC Proprietary & Confidential 1
2.
About Continuum
© 2011 Continuum LLC Proprietary & Confidential 2
3.
We are an
innovation design consultancy. We design experiences that improve people’s lives and drive business innovation. Continuum. © 2011 Continuum LLC Proprietary & Confidential 3
4.
Building evolving global
perspective with local sensibilities Continuum has five studios located in Boston, Los Angeles, Milan, Seoul, and Shanghai. Our interest in people motivates us to understand them in their worlds. We translate the insights we gather from around the globe into new businesses, products, and experiences. © 2011 Continuum LLC Proprietary & Confidential 4
5.
Our expertise spans
a broad range of capabilities Expertise Work Client Partnership Continuum Account Services Consumer Strategy Global Collaboration Business Design Product Design Brand Design Design and Service Design Digital Design Innovation Continuum Advanced Systems Products Human Centered Design Services Mechanical Engineering Brand Experiences Electrical Engineering Software Engineering that make life better and grow businesses. Research Communities Consumer Non-Durables Patterns of Innovation Emerging Markets Psychology of Experience Generations Social Innovation Health and Wellness Sustainable Design Next Women and Children Pleasure Business Dynamics © 2011 Continuum LLC Proprietary & Confidential 5
6.
Bringing more than
one perspective to the challenge Our teams are drawn from the diversity of expertise resident within our company. Each team is assembled to bring the right mix of skills and diversity of thought to ensure that we look at each challenge in more than one way. These intersections of perspective, expertise and inspiration complement the knowledge and skill of your team as we define new opportunities. © 2011 Continuum LLC Proprietary & Confidential 6
7.
OUR STRENGTHS We turn
insight into ideas, and ideas into reality Continuum’s essence is about making things real, so we’ve developed a broad range of capabilities, ranging from a industrial design and mechanical engineering to prototyping and modeling. Whether it’s a product, service or completely new brand we have the capabilities to make it real. One Laptop Per Child from ideation to product, created at Continuum for OLPC/MIT Media Lab © 2011 Continuum LLC Proprietary & Confidential 7
8.
OUR STRENGTHS
Moving the needle where it counts Our business-oriented perspective that ensures your organization succeeds as it helps consumers. We understand that the business equation is a critical part of success, so we work to understand which metrics make sense and how they connect to consumer decision-making. Then we figure out what we can do together to make a difference that is measurable and meaningful. SWIFFER / Enabling Aspirations REEBOK / Pure Innovation PAMPERS / Understanding Moms Creates a category Doubles sales to $2 billion P&G’s first $6 billion brand © 2011 Continuum LLC Proprietary & Confidential 8
9.
Ideation
© 2011 Continuum LLC Proprietary & Confidential 9
10.
APPROACH Business as a
lever to make a difference PEOPLE BUSINESS © 2011 Continuum LLC Proprietary & Confidential 10
11.
APPROACH Holistic solution
MEANING IDEA EXPERIENCE © 2011 Continuum LLC Proprietary & Confidential 11
12.
APPROACH The recipe
? EXPERIENCE IDEA Define the touch points MEANING - Product - Needs What are the User and - Define the opportunity - Service - Values Business criteria for - Design principles - Space -Aspirations the solution? - Digital - Communication Find what is meaningful for Ask the right question Define the opportunity that Use design principles to design people. to reframe the challenge. brings meaningful benefit for total experience that best people an business that embodies the opportunity. serve them. Define principles that will navigate the experience. © 2011 Continuum LLC Proprietary & Confidential 12
13.
MEANING - Needs - Values -Aspirations
? What are the User and Business criteria for the solution? © 2011 Continuum LLC Proprietary & Confidential 13
14.
IDEA
EXPERIENCE - Define the opportunity - Design principles Define the touch points - Product - Service - Space - Digital - Communication © 2011 Continuum LLC Proprietary & Confidential 14
15.
Case Studies
© 2011 Continuum LLC Proprietary & Confidential 15
16.
BANK OF THE
FUTURE How will the world bank in 2020? Our client, one of the globeʼs largest banks, asked us to define the banking experience of the future to drive their technology roadmap, branch evolution, and adaptation of service models to future states. We conducted contextual consumer and employee research across three continents to understand the needs of lead and core customers, the unbanked (future customers), and the employees who serve them. © 2011 Continuum LLC Proprietary & Confidential 16
17.
BANK OF THE
FUTURE Understanding how people bank By carefully analyzing ethnographic data drawn from stakeholders, staff, and clients in different countries, we identified a series of critical customer needs. Research sites: Continuum interviewed and observed customers banking behaviors in Europe, the United States, and in emerging markets, such as Argentina and India. © 2011 Continuum LLC Proprietary & Confidential 17
18.
BANK OF THE
FUTURE Developing a customer-centric strategy In the past, the bank built its customersʼ trust by ensuring them stability and solidity—by promising to stay forever the same as it always had been. In a world where the customer has taken control, the bank of the future must become the guide that helps each customer reach his individual goals. © 2011 Continuum LLC Proprietary & Confidential 18
19.
BANK OF THE
FUTURE We established core design principles As part of our analysis and envisioning phases, Continuum created a set of core design principles that guided all decision-making within the project and helped us to communicate the project beyond the core client team. These design principles continue to support and inform all our work with BBVA. 01 02 03 04 05 Accessible Consistent Unified and Human Holistic Distribution User Universal Understanding Expertise & Network Interface Information Solutions Convenient, trustworthy, Interaction with the bank Safe storage of Instead of selling to their Provide our clients with and pervasive, these is the same for customers comprehensive financial customers, bank staff will solutions custom-made to channels give customers at every touch-point. information and robust work closely with them— suit their needs. a range of ways to fit analytics to use this to help clients understand banking easily into the information to the what they really want from shape of their lives. customerʼs benefit. their financial futures, and map out the steps theyʼll need to get there. © 2011 Continuum LLC Proprietary & Confidential 19
20.
BANK OF THE
FUTURE Creating and designing the vision Internet Banking Point of Sale Banking Internet banking is the is the foundation of the experience. New banking interactions and customer acquisition at retail outlets. Pocket Banking Easy Bank Mobile to mobile banking facilitated by simple SMS and apps. The Easy Bank separates functions based on banking behaviors © 2011 Continuum LLC Proprietary & Confidential 20
21.
BANK OF THE
FUTURE Turning the vision into reality Internet Banking Point of Sale Banking Pocket Banking Easy Bank Based on our customer-centric vision, Continuum then created an immersive banking experience and prototype inside BBVAʼs Center of Innovation in Madrid. The prototype in designed to simulate the experience of banking in the year 2020 and help communicate the value of the new distribution model to internal stakeholders, global thought leaders, and the media. © 2011 Continuum LLC Proprietary & Confidential 21
22.
BANK OF THE
FUTURE Designing multi-touchpoint system architecture The bank of the future that we envisioned is an ecosystem of digital, physical, and human touch-points. It provides the customer the flexibility to operate across platforms and allows the bank the ability to scale across regions and to apply human and technology resources to the touch-points that are most impactful. © 2011 Continuum LLC Proprietary & Confidential 22
23.
BANK OF THE
FUTURE Consistent user interface and multi-channel solution Our team defined how elements such as navigation, layout and information structure and hierarchy will adjust to a range of touch-points, and codified the brand, visual and interaction elements that will remain consistent across platforms. © 2011 Continuum LLC Proprietary & Confidential 23
24.
BANK OF THE
FUTURE Building the prototype Easy Bank Pharmacy Small POS Shop Kiosk Drive Thru Flagship Home © 2011 Continuum LLC Proprietary & Confidential 24
25.
BANK OF THE
FUTURE Prototyping the New Service Experience The bank of the future was prototyped in full scale to enable our team and our client to assess and refine the experience. This included creating experiential models of the physical touch-points and environments, as well as demonstrations of on-screen interactions. Role-playing enabled us to pressure test employee interactions and understand how the new digital tools worked. © 2011 Continuum LLC Proprietary & Confidential 25
26.
BANK OF THE
FUTURE Engaging and Aligning the Organization Creating the immersive experience was not only critical for testing technology and refining services, but also for socializing this complex, far-reaching, multi-touch-point story with progressively larger audiences. The immersive experience allows stakeholders to understand the bank of the future from the perspective of the customer, the employee, and the bank. © 2011 Continuum LLC Proprietary & Confidential 26
27.
REVOLUTION BY DESIGN One
laptop per child © 2011 Continuum LLC Proprietary & Confidential 27
28.
REVOLUTION BY DESIGN One
laptop per child © 2011 Continuum LLC Proprietary & Confidential 28
29.
Access to a
brighter world. © 2011 Continuum LLC Proprietary & Confidential 29
30.
LEVERAGED FREEDOM CHAIR
© 2011 Continuum LLC Proprietary & Confidential 30
31.
© 2011 Continuum
LLC Proprietary & Confidential 31
32.
SIMPLE COMFORT ACITIVE
© 2011 Continuum LLC Proprietary & Confidential 32
33.
Thank you For more
information, contact: Nadia Orlova | Senior Design Strategist norlova@continuuminnovation.com M: +86 158 0096 1020 570 Yong Jia Road, Building 5, 3F, Shanghai, China 200031 永嘉路570号5 3 P: +86 (0) 21 6074 0555 F: +86 (0) 21 6074 0555 © 2011 Continuum LLC Proprietary & Confidential 33
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