presentación giant - design and emotions
TRANSCRIPT
A project organized by
And supported by:
Presenting at:
10.000
Students
School of Management, Engineering, Sciences
and Humanities, Economics and Finance,
Law, Summer school and Languages
Programs
Engineering !building !
Library !
Product Design
Engineering
-School of Engineering-
• 5 years program (One semester intership) • 850 students & 480 alumni • Collaborative projects with local industry and peer universities
SOLUTIONS GROUP
Design and manufacturing company for the Point of Purchase Advertising (POPA)
SOLUTIONS GROUP
SOLUTIONS GROUP
¿What is designing for
Forging partnerships among industry, government, and academic institutions for designing for social innovation
Social Innovation?
GOVERNMENT INDUSTRY
ACADEMY
¿How to develop the ability to find
new solutions to social problem in Colombia?
2009 2010 2011 2012 2013
¿How to develop the ability to find new solutions to social problem in Colombia?
Global innovation in ANTtioquia
• Live in vast, interconnected colonies • Strong: Can lift several times their own
body weight • Coordinate their activity with incredible
precision. • Ants cooperate with other species
An example of Social Innovation specie:
¿Where GiANT comes from?
[1]. OliveVentures (2011) http/ http://oliveventures.com.sg/ [2]. Prahalad (2011)
The bottom of the pyramid (BoP) is
composed of more than 4 billion people around the world with annual incomes of $8
daily. [2]
Prahalad, identifies the BoP markets as a new source of innovation, not just in products but also in the whole business system
[1]
2050 2014
29 millions Low-low and Low income SES reaches:
The Na+onal Administra+ve Department of Sta+s+cs (DANE)
80% Minimum salary
150 to 320
THE BOTTOM OF THE PYRAMID (BOP) IN COLOMBIA
2014
47 Million people
U.S dollars (monthly)
BOGOTÁ 7’ 776. 845 people
High Frecuency Stores
18.784
http://www.servinformacion.com
Top 10 Business in Bogotá Habitants per establishment
Source infomercio, 2011
Socioeconomic Aspects
Solu+ons Group
High Frecuency Store (HFS)
• Micro-small business (Tiny stores)
• Generally family-owned
• One of the most important Point of Purchase in Latin America
• Highly informal labor business management
• Daily purchasing habits.
• Higher concentration on SES 1, 2, 3
Solu+ons Group
• Social networking. • Close personal
relationship between store owner , consumer and shopper.
• Double meaning: commercial function and symbolic value.
• Solution to any personal & economical need.
Cultural Aspects
High Frecuency Store (HFS)
Retail Shopping Frequency
Hypermarket Every
15 to 30 days
Supermarket Every
8 to 15 days
Convenience Store 1 to 3
times a week
HFS 1 to 3
times a day
Solu+ons Group
400ml
5ml
75ml
Comparison
Product size
Problem definition
To enhance the buying experience in high frequency stores (HFS) between the owner, the buyer, the distributor and brands, aiming a sustainability
boost of the HFS sector.
Suba Zone
Engativá Zone
GiANT Problem Definition
¿What is a vendor? Relationships between vendor and customers
¿What is the experience of
buying in a HFS?
Comparision between HFS and
supermarkets
Vendor
Context Consumer
Identify needs and desires, get Insights from different actors, propose an integrated solution
Approach
Academic 7 students
Academic 8 students
The Netherlands Industry 5 professionals
Colombia
20 participants, 4 groups
Group Structure
Jackie Arango Universidad EAFIT
Medellín Colombia
Tutor and General Coordinator
Tutors
Group Structure
Marcela Velasquez Universidad EAFIT
Medellín Colombia
Tutor and Coordinator
Nazli Cila TuDelft
University Delft
The Netherlands Tutor
Silvia Lleras Los Andes University
Bogotá Colombia
Tutor
Community innmersion
20 participants, 4 groups
Academic Structure
Understand project methodology
Synthesis, start creating ideas
Refine design
Build of a 3D model
Community presentation
Reports
Understand Conceptualize Design Build
Safari Design
Ethnography Fly on the wall
Day in Life Personal
Inventories Interviews Mapping a
Service
Clustering COCD Box User Profile Mind Maps
Brainwriting Brainstorming
Guided Imagery Metaphor &
Analogy
Prototype Canvas Business
Model Resource Flow Implementation
plan
Methodology and Design Tools
Methodology and Design Tools Example
GiANT 2014 Project Results Project
Group 1. Patacón
Group 4. Chicharrón
Group 2. Salchichow
Group 3. Empanada
GiANT 2014 Project Results Group 1 Patacón
De la finca a tu hogar – “From the farm to your home”
A Service to improve the Distribution Channel of fruits and vegetables, avoiding intermediaries and giving fresh products to consumers, in order to connect them with its origins.
GiANT 2014 Project Results Group 2 Salchichow
Tiendarte
Artistic interventions -murals- inside HFS, to strengthen the cultural identity of Bogotá’s neighborhoods and to connect shops with the surrounding communities,
creating new shopping experiences and becoming touristic spots.
GiANT 2014 Project Results Group 3 Empanada
El amigo del tendero – “The vendor´s friend”
An App to facilitate the store management and help the owner through accounting, financial movements, inventories and customer information tools.
GiANT 2014 Project Results Group 4 Chicharron
El recetario del barrio – “The neighborhood recipe book”
A stand to share recipes among neighbors, to keep and attract new customers and to let the vendor increase sales rotation.
GiANT 2014 Validation Pilot Solutions. Group 3
Chicharron
El recetario del barrio – “The neighborhood recipe book”
Diverse group that allowed a rich experimentation with an exchange of design techniques and methods that challenge every
participant to analyze and expand their own approach to social design projects.
The learning experience expands beyond the lecture rooms into every aspect of their lives.
GiANT 2014 Conclusions
GiANT 2014 Conclusions
Universities and Industry could collaborate like this in other topics towards a common goal and in this way, promote students and professionals in industry with a more international education
with a social responsibility vision.
GiANT creates an opportunity to redefine
professional carrier with a more open-minded
approach (cultures, social differences, language
barriers, design perspectives etc)
Immersion in context allows a better understanding of the authentic community
needs.
GiANT 2014 Conclusions