IDEA 2.

0
• Questioning Preconceptions
• 3D Form Generation
• Creating New Business Scenarios
• Mapping User Experiences
• Experiencing the 5 Senses
• Experience Design

@2008 IDEA 2.0/Introduction 1

Step 1: Questioning Preconceptions
- What do you already have in mind?

Long Hair is for ladies?

@2008 IDEA 2.0/Introduction 2

 Step 1: Questioning Preconceptions

Only ladies enjoy

shopping?

@2008 IDEA 2.0/Introduction 3

Step 1: Questioning Preconceptions

Who wears accessories?

@2008 IDEA 2.0/Introduction 4

Step 1: Questioning Preconceptions
Your ideal shape of hand-phone?

@2008 IDEA 2.0/Introduction 5

Step 2: 3D Form Generation
Use of Freehand or digital sketch: note colour & shapes

@2008 IDEA 2.0/Introduction 6

 Step 2: 3D Form Generation
Shapes can be formed from geometric or organic objects in mind.

@2008 IDEA 2.0/Introduction 7

Step 2: 3D Form Generation
Combining the shapes to form composite shapes & use of colours.

@2008 IDEA 2.0/Introduction 8

Step 2: 3D Form Generation
Combining organic & geometric shapes & colours to advance design
to next level.

@2008 IDEA 2.0/Introduction 9

 Step 2: 3D Form Generation
Add thickness to your 2D sketches to form 3D forms.

Isometric sketching is
used to draw 3D
forms.

@2008 IDEA 2.0/Introduction 10

Step 3: Creating New Business Scenario

Computer + Coffee =?

Cyber-Café is the new business

@2008 IDEA 2.0/Introduction 11

Step 3: Creating New Business Scenario
Creating a whole new experience

Wet Market Supermarket

@2008 IDEA 2.0/Introduction 12

Step 3: Creating New Business Scenario
If you still prefer the Wet Market, this is the new experience,
http://www.pikeplacefish.com/funstuff/dayswork.htm

@2008 IDEA 2.0/Introduction 13

Step 3: Creating New Business Scenario
New Business: Customer is designing Consumer-Centrism

http://www.lego.com/en-US/default.aspx
@2008 IDEA 2.0/Introduction 14
Step 3: Creating New Business Scenario
Consumer- Centrism
Customer-centrism is an approach that puts the intended
users of product at the centre of its design and
development.
development
It does this by talking directly to the user at key points
in the project to make sure the product will deliver their
requirements

Example:
Skateboard manufacturer Curly Grrlz:
Their mantra is,”This ain’t your brother’s skateboard
company’; they produce awesome decks and wheels for
girls, sold almost exclusively online or by phone – they
know girls, they know skating. Your order comes on time,
perfect and with extras you didn’t ask for, like t-shirts and
stickers. The designs are cool, but “girl cool”.

@2008 IDEA 2.0/Introduction 15

Step 3: Creating New Business Scenario
Starting with a Story Line – Propose experience Concept.

@2008 IDEA 2.0/Introduction 16

Step 3: Creating New Business Scenario

The new e-business:

• Shop from home

• Order on-line

http://www.my-wardobe.com/mall/infopageviewer.cfm/mywardrobe/ezine_contents_07

@2008 IDEA 2.0/Introduction 17

Step 4: Mapping User Experiences
Creating the right user experiences to your business
application is the key to success.

• Contextual interview – what people

say they do (Bug List)
• Ethnography/observational – what
people do (Site Visit/Checklist)

• Participatory – what people make

(Survey)
• Evaluative prototyping – refine
product concept
(Model Making)
@2008 IDEA 2.0/Introduction 18
 Step 4: Mapping User Experiences

• “P&G, Samsung, and others like them put great energy

into learning what their customers crave [via new
ethnographic and behavioural practices from anthropology
and psychology] and into designing their innovation
process to satisfy them. So close are they to their
customers that they are beginning to co-create with
them…… Success increasingly goes to those
companies who focus on creating better
things with their customers, not for them”
--- The Innovation Economy, from Business Week,
11th October 2004.

@2008 IDEA 2.0/Introduction 19

Step 5: Experiencing the 5 Senses

Sight
Smell
Sound
Touch
Taste

@2008 IDEA 2.0/Introduction 20

Step 5: Experiencing the 5 Senses
A product designed to appeal to the 5 senses.

@2008 IDEA 2.0/Introduction 21

Step 6: Experience Design

Experience Design is creating Original, Unique, Memorable &

Transformative Experiences using Spaces, Products,
Media, People & Processes.

• The Experience Economy is here.

• The Experience of the Brand, Product & Services is the new
currency for Differentiation.
•Multiply Profits Exponentially through a minimal capital
investment on Experience Design.

@2008 IDEA 2.0/Introduction 22

Step 6: Experience Design

Experience Design can be realized as:

• Brand Experience Design

(for brands)
- Deliver the Brand Promise at every
Brand Touch Point.
• Customer Experience Design
(for Services, Retail and Hospitality)
•Consumer Experience Design
(for Products and Packaging)

- Understand Functional, Emotional & Experiential

Needs of your Customers through
Consumer-Centrism & Ethnography

@2008 IDEA 2.0/Introduction 23

 Step 6: Experience Design
Example:

@2008 IDEA 2.0/Introduction 24

Step 6: Experience Design
Examples: Experience Design… in water sport, high-flying & dinning.
White water Rafting Thames River Dinner Cruise for Two

Medieval Banquet

Tandem Sky Dive

Hot Air Balloon
Sky Viewing

Medieval Banquet

@2008 IDEA 2.0/Introduction 25

Step 6: Experience Design

@2008 IDEA 2.0/Introduction 26

 Step 6: Experience Design
The Chocolate Facial
Julie Cichocki, Global Treatment Developer for Karin Herzog

@2008 IDEA 2.0/Introduction 27

 Step 6: Experience Design
Gold Facial

The concept of gold facial is deemed to

be based on Ayurveda and acts as a
powerful anti ageing treatment. So for a
sparkling smooth skin, without wrinkles,
check out the Gold facial details given
below.

@2008 IDEA 2.0/Introduction 28

Step 6: Experience Design

@2008 IDEA 2.0/Introduction 29

 Tutorial 1:Card Games
- Overcoming Fears,
Uncertainties &
Doubts about
Innovation.

@2008 IDEA 2.0/Introduction 30