2. RESEARCH CONTEXT

CONTENT1. THE PROJECT

3. BECOME A CO/DESIGNER

4. WHAT'S A FOCUS GROUP

5. BENEFITS OF COLLABORATING6. PROCESS & TOOLS

7. KIT COMPONENTS

8. ABOUT THE DESIGN STUDENT

9. ABOUT THE ZHDK

At the heart or my exploration lies the question:how might we use smart design with disruptivetechnology to create new marketplaces and newcurrencies for African startups to unlock resources,know-how and skills, better and faster?

DESIGNING FOR TRUST

THE PROJECT

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 1 .

The project ‘Designing for Trust. Reputation Capital as theultimate currency for African startups of the 21st century.’ isa design exploration within the scope of my Master of Artsin Design at the University of Zurich, School of the Arts inSwitzerland.

Through my career engagement with Africa over thepast decade - first within executive education at a globalbusiness school and now as a South Africa startupentrepreneur - I’ve identified entrepreneurship as aspace for innovation to drive change at a country andcontinent level. As a student of design (and still anentrepreneur), I’ve decided to explore the topic of futurecapital markets that are better suited to an Africancontext.While Africa offers a deep pool of innovative ideas andsavvy entrepreneurs, the infrastructure on the ground fortransforming these into feasible and viable ventureshave not yet been adequately established and are costlyto set up.

MOTIVATION FOR MY TOPIC CHOICE

RESEARCH CONTEXT

Africa needs to build its own 'centre’ for disruptiveinnovation, like Palo Alto, one that leverages theimmense human intelligence and creativity inherentin African networks across the continent and withinthe Africa diaspora.By converging disruptive technology with thenetworks and resources of the collaborationeconomy, we can design a thriving virtualecosystem from which to catapult some of Africa’smost innovative and creative businesses.With this project my aim is to use intuitive designand disruptive technology to deliver the concept fora Reputation Capital Bank where startups can earnand transact based on their reputation capitalearnings to mobilise resources needed for theirstartups.

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 2 .

If we want new solutions that work, then we need tocollaborate with the end-users as co/designers in thedesign process. This is why I’d like you, entrepreneurswith innovative startups in South Africa, to join me in afocus group.The focus group will consist of 10 to12 entrepreneursfrom the South African startup community who willcommit to participating in the design research process ofthe project over the next 12 months.I’m aware of your time constraints as entrepreneurs, sorest assured that you won’t be working directly on theproject all the time over this period. Instead, we’ll beengaging in specific design research initiatives (DRI) suchas focus group workshops, interviews, service safaris,prototype testing etc. which requires your inputs for a fewhours up to a day at various stages of the project.

PARTICIPATE IN THEDESIGN PROCESS

BECOME A CO/DESIGNERWHO SHOULD JOINStartups between 06-42 months based in South Africa, atbest Cape Town.Provide innovative services and/or productst to localchallengesBe for-profit with a double or triple bottom line (financial,social and/or environmental ROI).Operate in the following sectors: fashion, creative, design,education, alternative energy, solar, fintech, water,sanitation, housing, agribusiness, healthcare, logistics,communication… open to others

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 3 .

This focus group workshop is a participative, interactiveway to to understand opinions and experiences of SouthAfrica entrepreneurs with early-stage startups with regardsto seeking startup funding.The objective of the workshop is to understand varioustouch points within the process of acquiring startupfunding, identify pain points and key levers for affectingchange.The focus group participants are asked about theirperceptions, opinions, beliefs, and attitudes towards aproduct, service, concept, advertisement or idea.

PARTICIPATIVE DESIGN RESEARCH

ABOUT FOCUS GROUPWORKSHOP

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 4 .

It’s also a useful tool that gives participants a platform tochallenge the status quo by raising new questions basedon their user experience.Furthermore, through the focus group workshopentrepreneurs can reach consensus on a shared vision ofwhat startup funding services could look like in the future.

The workshops consist of individual design researchinitiatives using visual and participatory activities tostructure discussions around specific aspects of the topic.The workshop will give entrepreneurs hands-on experiencein working on a concrete problem using design strategiesand tools, with concrete outcomes that are directlytransferable to their startups.Some of design initiatives include: Intercultural-Link tool,User Personas, User Journey Mapping and Service BluePrint.

Startup branding as a collaboration partner with a ZHdKMasters in Design ProjectAccess to startup and design networks in SwitzerlandOpportunities for future collaboration

BENEFITS OFCOLLABORATINGFOR ENTREPRENEURS

Contribute to designing ‘an experience’ that showcases theessence of the project for the final exhibition (This is thecreative part of the thesis in addition to the Master Thesisand prototype)Opportunity to showcase work: startups supporting withphotography, videography etc. will have their work for theproject displayed at the MAD Exhibition in Zurich in June2017 (The exhibition is open not only to the universitycommunity, but to the broader design & innovationcommunity).

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 5 .

Become a part of an innovative project, that could extendbeyond the 12 months, if you wishOpportunity to join in venture competitions in Zurich andMexico in 2017 as part of the startup team

Design research initiatives (DRI) ie. workshops,discussions, interviews etc. will take place periodically inCape Town or via Skype.Sessions will be semi-structured, interactive and fun, withcontent and take-aways that you can directly transfer andimplement into your own startup experience.Most importantly, regular informal communicationbetween focus group members and myself via socialmedia channels and digital platforms to bounce ideas,share and learn from your experiencesIf your work involves videography, data visualisation orphotography, I’ll ask for your services in these areas.Dates and times to be communicated in advance, basedon your availabilityLocation: Cape Town or via Skype

PROCESS

PROCESS & TOOLSTOOLSYou won’t need much more than your creativity,enthusiasm and commitment.Your main tool will be your ideas, a laptop & wifi and/orsmartphone to keep channels of communication open viasocial media and digital platforms. Occasionally we'll usesome paper and crayons when we get down and dirty inworkshops.

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 6 .

Tumblr blog for journal entries, documenting and social mediaaggregator.Blog posts at http://blog.africolab.com/submitSocial media platforms like facebook, instagram, pinterest &twitter for in situ inputs (capturing in the moment) that feed intothe tumblr blogUse #africolabsproject to tag all social media postsSlack for day- to-day communication and receiving digitalpostcards with questions and instructionsSkype for briefings and interviews

KIT COMPONENTS https://www.facebook.com/africolab/

@africolab; #africolabproject

https://www.instagram.com/raadiyaluessi/

http://blog.africolab.com/

https://africolab.slack.com

raadiyab

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 7 .

DIGITAL LIFESTREAMCAPTURING

HELLO,I'M RAADIYA LÜSSI

ST U D E N T O F D E S I G N ,A N T H R O P O LO G I ST,E N T R E P R E N E U R ,T EC H - E N T H U S I AST, W I F EA N D M A M A . C U R I O U SE X P LO R E R , C R E AT I V EM A K E R , F U T U R EFO R EC AST E R , C O N T E N TC U R ATO R & D OTC O N N EC TO R . A NA F R O P O L I TA N W I T HAS I A N D N A A N D AG LO B A L M I N D S E T. B O R NI N C A P E TOW N , B AS E D I NZ U R I C H .

PROFESSIONAL VITAEAfrica&Co. GmbH - Zurich; 2012 - presentCo-Founder & Chief EntrepreneurZurich University of the Arts (ZHdK), 2016 - 2017Candidate, MA. in DesignINSEAD - Singapore, Abu Dhabi, Fontainbleau, 2007-2012Global Director INSEAD Strategic Initiatives;Director, INSEAD Africa InitiativeMLP AG - Wiesloch, London, Hannover, 2001-2006Financial AdvisorExecutive, Department International ExpansionUniversity of Applied Science & Economics,Hannover, 2001 -2004MA. in International Business. Majors: StrategicBusiness Management, HRUniversity of Cape Town, 1996 - 1998BA. South African Private Law & English

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 8 .

With over 2800 students and 650 teaching staff,Zurich University of the Arts is one of Europe’slargest arts universities. The university offersdegree and research programmes in design, film,fine arts, music, dance, theatre, and art educationon a purpose-built campus designed to provide atruly excellent environment for teaching andlearning.

ABOUT TRENDS"Trace the Trend and Shape the Future" is the coretheme of our Specialisation in Trends. Studentsmajoring in Trends build the skills needed todevelop strategic and innovative design concepts.Graduates are able to recognise and tracksignificant cultural and socio-economic trends froman early stage. They possess the specialistknowledge and methodological skills to analyseand transform these trends into potentialinnovations and visionary design concepts inkeeping with strategic visions and economicframework conditions.

ABOUT ZHDK

R A A D I YA LÜ S S I / M A D / Z H D K / D E S I G N R E S E A R C H C O L L A B O R AT I O N I N T R O D U C T I O N 9 .

I LOOK FORWARD TOCOLLABORATING WITH YOU!

https://www.facebook.com/africolab/

@africolab

https://www.instagram.com/raadiyaluessi/

http://blog.africolab.com/

H A N G O U T W I T H M E !