01 concept discovery
DESCRIPTION
The project “From A to Green: a Future Vision forCoachworks”, as its name suggests, engages sustainabilityand innovation in an effort to provide thegroup with a signifi cant step-up on the connectionbetween Combigroep’s brand image and brand identitythrough a product.The team intends to make a creative exercise byprojecting a future vision that will fi nally inspire a realisticand infl uential product – an environmentallyfriendly and versatile coachwork.A pioneering approach will be developed through theanalysis of future trends, drivers and forces - far until2025 - so that this can be refl ected in the opportunitiesof a design that can “launch” the Present (2010)into this direction, while still following constrains andregulations imposed by a compliant industry.TRANSCRIPT
from A to Greena future vision of coachworks
Ana Laura Santos
Barth Vrijling
David Güiza Caicedo
Marjolein van Houten
Ricardo Mejia
Stefanus Heru Prabowo
from A to Greena future vision of coachworks
Goal DefinitionGoal Definition
• Framework
• Context definition
E t l l i• External analysis
• Internal analysis
• Design Briefg
• Questions | Discussion
Framework
+ Open innovation
Vision in Product Design
Context Definition
INIT
ION Context Definition Tools
EXT
DEF
IC
ON
TE
INIT
ION Time Line
EXT
DEF
IC
ON
TE
• Complex system
INIT
ION Time Line
• Intermodal system of transportation
• Technology develops at a faster pace
EXT
DEF
I
• System with momentum
• Delay between technological breakthrough and its implementation
CO
NTE
its implementation
• Four levels
INIT
ION Macro Analysis
• A network that can be described as a fractal system
EXT
DEF
I
• A solution for a nod can be applied to similar nods elsewhere, or scaled for
CO
NTE
,smaller/bigger nods
INIT
ION Micro Analysis
EXT
DEF
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ON
TE
INIT
ION Micro Analysis
• Four stakeholders
• Eight main actors
EXT
DEF
I
• Two sub-systems: OEM and CombigroepC
ON
TE
• Infrastructure = Functional basis
• The whole system is influenced• The whole system is influenced by PEST factors
External Analysisy
ALY
SIS Context Background
RN
AL
AN
AEX
TER
ALY
SIS Context Background
Design improvements• Increased penetration of high efficiency auxiliaries
•RN
AL
AN
A
• Light materials • Aerodynamic improvements
• RecyclabilityC t i i ti
EXTE
R
RecyclabilityContainerization
Distribution and Deliveryy
ALY
SIS Competitor Analysis
RN
AL
AN
AEX
TER
ALY
SIS Competitor Analysis
• Product Form competition:• Ducarbo is the main player in the Dutch market
C bi h l iRN
AL
AN
A
• Combigroep has larger capacity, more facilities and a bigger scope than the rest of the competitorsEX
TER
• Product Category competition
• Generic competition• Generic competition
• Budget competition
Internal Analysisy
ALY
SIS Stakeholders Analysis
RN
AL
AN
AIN
TER
Direct Suppliers:ALY
SIS Stakeholders Analysis
pp• OEM (Original Equipment Manufacturer)• Component suppliers• Raw material suppliers
RN
AL
AN
A
• Paint suppliers• Tools suppliers• Service outsourcing
INTE
R
Indirect Suppliers:• Minor subsystem suppliers
C t l t i l li• Component electronics panel suppliers• Supplier of small or more specific parts
Direct ClientsDirect Clients:• Government• Private institutions• Fleet management services• Fleet management services
Indirect Clients:• companies renting fleet managementcompanies renting fleet management services
ALY
SIS Business & Product Portfolio Analysis
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VisionThe entire business of Combigroep revolves around the customer
MissionGive every customer the vehicle that enables maximum effectiveness Deliver complete services during the entire lifespan of their product.
ALY
SIS Business & Product Portfolio Analysis
RN
AL
AN
AIN
TER
Company valuesp yResourceful solutionsIndividual tailoringEfficient production InnovativenessReliability
Strategic Lines Development of green products.Operate in a more international market.D l i d t th l ( lf ffi i )Developing more products themselves (self-sufficiency).
ALY
SIS Business & Product Portfolio Analysis
RN
AL
AN
AIN
TER
ALY
SIS Business & Product Portfolio Analysis
C bi h t t dRN
AL
AN
A
Combigroep has own patented product > role of innovator;
Daimler: Green brand identity;
INTE
R
Daimler: Green brand identity;Combi and Ducarbo: Do not express environmental concern;
ALY
SIS Product Analysis
• Use pure aluminum for the extrusion
RN
AL
AN
A profiles
• Use non-hazardous recyclable materials
M k i diff
INTE
R • Make it easy to separate different
materials
U t i l th t b l d i• Use materials that can be recycled in
the biosphere for the panels
• Re use modular parts• Re-use modular parts
• Include the roof in the modular system
• Use LED lights for interior lighting in the• Use LED lights for interior lighting in the
Combi
Design Briefg
N B
RIE
F Problem Statement
DES
IGN
The project “From A to Green”:
a Future Vision of Coachworks”, as its name suggests, , gg ,engages sustainability and innovation in an effort to provide the group with a significant step-up on the connection between Combigroep’s brand image and brand identity through a product. The team intends to make a creative exercise by projecting a future vision that will finally inspire a realistic and influential product – an environmentally friendly and versatile coachwork. A pioneering approach will be developed through the analysis of future trends drivers and forces far until 2025 so that thisof future trends, drivers and forces - far until 2025 - so that this can be reflected in the opportunities of a design that can “launch” the Present (2010) into this direction, while still following constrains and regulations imposed by a compliant industry.
N B
RIE
F Project Scope
DES
IGN
TemporalThe VIP methodology will be used between the years 2008 (Present) and 2025 (Future) being that in the final phase a focus(Present) and 2025 (Future) being that in the final phase a focus will be done in the year 2010 (Results) for the exploration of the design opportunities.
Geographical Th hi t t i b d d b t l l ( i i l) dThe geographic context is bounded between local (municipal) and national (respective country) traffic infrastructure. Municipalities and countries play the most important role on the perspective of expanding markets.
Functional Attention will be taken over the distribution and delivery performance of the coachworks. A limit was settle between 3.5 to 7 tons for local delivery trucks and between 7 to 22 tons for distributiondistribution.
N B
RIE
F Opportunities & Challenges
DES
IGN
SystemBusiness strategyProductGreen Vision
For the future there is the need to evaluate the relevanceof communication nodes to design a concrete
Company OrientationAdapt their strategic actions to the most important stakeholders’.The fact that the truck industry is now following a “green” trend is a great
GreenUse of “green” and light materials. Energy saving sub-systemsEfficiency and concrete
hierarchy of the fractal system. BCC represents the best example of energy saving through the combination of distribution and delivery services
following a green trend is a great opportunity for Combigroep to be a pioneer supplier;GreenPossibility of material loop derived f th di bl d i t t
EffectivenessModularity: Design for disassembly Aerodynamics: Innovation delivery services.from the disassembly design strategy;
not aim to get C2C certificateBrandinggap between brand image and brand identity
Radical or incremental?
further research on market demands;
Questions?