Co-design, TU-Eindhoven & Zhejiang University, 2011/04

The world around us is changing fast, and not all the changes are positive. We're facing the biggest natural, social and economic challenges our world has ever seen. This project is about the new realities in this world changing and how a New Generation is there to rip up the rulebook and start over.

Background Information

RESEARCH New entrepreneur

Spaces Social media

Concept Brainstorm

DEFINITION User

Persona Requirement

CONCEPT Target

Function Form

Structure Style

PA R T 1 R E S E A R C H

New Entrepreneur

Spaces

Social Media

Concept Brainstorm

Who they are? What they need? How they works?

How to start a business?

different functions. Relaxing environment also nice to work in? new opportunities. integrating new spaces with old spaces

Geomapping. synchronizing places.

reactions & interactions. Time & place.

Localization.

Keywords. Design directions.

CHRIS HUGHES 27 co-founder of Facebook, Obama online campaign American

CHIARA FERRAGNI 23 “The blond salad” fashion blog Italian

SUSAN GREGG KOGER, ERIC KOGER 24 (Susan) and 25 (Eric) online shop “Mod-cloth” American

TAVI GEVINSON 14 “The style Rookie” fashion blog American

TRISTAN HARRIS, CAN SAR, JESSE YOUNG 25 (Harris), 25 (Sar), and 24 (Young) Apture’s technology (hyperlinks) American

MADDIE BRADSHAW 13 founder of m3 girl design American

DANIEL EK 28 Music program “Spotify” Swedish

JENI BAUER - “Jeni’s Splendid Ice Creams” franchise American

MADDIE BRADSHAW 23 blogger and inventor of “WeTransfer” Dutch

GUIDO MARTINETTI, FEDERICO GROM 33 (Guido) 35 (Federico) “Grom” ice-cream franchise Italian

NIKLAS ZENNSTROM, JANUS FRIIS 45 (Niklas) 35 (Janus) founders of Skype and Kazaa Swedish/Danish

ADAM RICH, BEN LERER 29 (Adam), 28 (Ben) founder of “Thrillist” American

SUCCESSFUL ENTREPRENEUR CASES

A NEW ENTREPRENEUR INTERVIEW

One man business, run by a young creative guy Started 1,5 years ago, must be profitable within 3 years Organizes events. Activities include: • Organizing custom events (company events, public events,

birthdays, anniversaries, weddings etc). • Booking artists for events from database • Expanding and maintaining artist database Operates from home Meets clients at home or external location No employees. Outsourced bookkeeping and website

Outsourcing Work? • Bookkeeping (financial management) • website (promotion)

TEAM or INDIVIDUAL? • Cost • Collaboration problem • Trust

Branding/Promotion? • Ways for showing to others • A website is not easy, so make it easy? • VI design should be considered

Home? Café? Office? • Number of members • Cost and environment • Networking (online and offline)

SPACES NEED TO…

Focus on work

Easy to communication

Ways for sharing

Comfortable & Convenient, Clean & Safe

The most important is to Improve Efficiency.

Fast network covered

Inspire creativity

Office automation

Improve space utilization

SOCIAL MEDIA

Participation Public

Communication Interactive

Community Connectivity

Gives everyone the ability to create and spread content.

APPLICATIONS TO HELP WORKING?

1) Time planning

2) Task Management

3) Records of meetings and discussions

4) Mind map

5) Instant messaging

6) Company email

7) Collaboration platform

8) Presentations

9) Sharing

10) Project archive (WIKI)

11) Networking of Colleagues

ALSO…The most important is to Improve Efficiency.

CONCEPT BRAINSTORM

3 A platform for entrepreneurs to exchange experience.

4 A system to help new entrepreneurs to manage their business.

P A R T 2 D E F I N I T I O N

Users

Persona

Requirements

Target users? (They should be focused on.) Who they are? What do they have in common? What they need?

How many types of users. Modeling for them.

INDEPENDENT

DESIGNERS

INDEPENDENT

CREATIVE

WORKERS

IT &

INTERNET

SALES FOOD &

SERVICE …

Show their design

Find project/clients order

Find produce

Information

Product development

and operation

Logistics channel

Market

Online shop

Good taste

Employee

Rent a store

Show their works

Find project/clients order

ENTREPRENEUR AREAS

Show oneself

• Young

• Multi

• Sharing,Commuication

• Open

• Creative

Creative Industry

• Their works are suitable for showing to others. • They want to be known to those who may have interest in them.

Exp

erie

nce

Profession

Sen

ior

Pri

mer

Designer Freelancer Consultant

B

C

“I don’t want to just follow fashion. I want to create it.”

A • Do not have so much experience • Dream to build an original brand, but it’s not easy. • Focus on design and live a simple and ideal life.

Chiara 23 fashion designer Italian

Graphic designer, Web designer, Fashion designer, Industrial designer, Advertising Designer…

Designer

Chen 25 handwork maker Chinese

“We are trying our best to convey a sense of happiness.”

• Have their own shop and become more popular among young people in Beijing.

• Studying about how to manage a shop. • Uphold and improve their design concept, and let

others be fond of their works.

Freelancer & Avocation Photographer, handwork maker, gourmand, pastry chef, independent creator, video maker, music maker, inventor…

Allen 30 Weeding Planner American

“My job is to give the new couple a memorable experience.”

• Provide private wedding consulting services. • Share the stories of love on the weddings. • Want to share her experience and be known to more.

Consultant, Event Organizer, Programmer…

Consultant

PERSONA Creative Industry

A Chiara 23 fashion designer Italian

“I don’t want to just follow fashion. I want to create it.”

Chiara is studying on a fashion master’s degree in Milan, Italy, at Istituto Marangoni.

Participated in several design competitions, she informed that she needs to learn many things before being an excellent designer, and there is still a long way to go. She doesn’t have so much experience and she wants more people to view her design and give some suggestions. As a student, Chiara works hard to improve her design capacity and get to know more information as fashion trends are changeful. Her dream is to build an original brand, but it’s not easy. If she should do the design and production all by herself, the high cost of a single piece may be a big problem. Channel, samples, money, and in many other areas, it is in fact very difficult for a single designer to expand. So she wonders if working for a design company will be a better choice. She wants to express her own emotions and artistic freely, but setting up a personal brand is more than just design, but a business. She just wants to focus on design and live a simple and ideal life.

[Motivation & Target]

• Want others to view her design and give some suggestions to help her grow.

• Dream to build her own original brand to express her own emotions and artistic.

• Focus on design and don’t want to think too much.

Chen 25 handwork maker Chinese

“We are trying our best to convey a sense of happiness.”

Mr. Chen loves hand working, especially making dolls. He built his independent

design brand in Beijing in the winter of 2008. At first time, he and his 2 friends built a small online music broadcasting site. They made the miniature of the dolls and broadcast the music to about 2000 audiences. But they met a lot of problems so they closed their music site. Then they began to sell dolls on the music festival and looked around for business. They became known by more people with the rise of creative market (iMart). But at that time they faced a rights lawsuit so they had to learn business model and think about the future. They set up their own shop in 2010 and became more popular among young people in Beijing. But they still have some problems. Mr. Chen needs to know how to manage a shop. As a handwork designer, he should uphold and improve their design concept, and let others be fond of their works. He hopes to get more recognition and support, and he hopes that their life style and attitude will be liked by more people. He believes that his little team is passing a feeling of “Happiness” to others, which is their value.

[Motivation & Target]

• show their works and life attitude to more people

• get more recognition and support • sell hand-made dolls through online shop

or their store to keep their business.

B

Allen 30 Weeding Planner American

“We are trying our best to convey a sense of happiness.”

Allen is an independent weeding planner, and she has 3 years’ experience in Wedding

Services. Before becoming a wedding planner, she used to have some jobs about exhibition planning and event organizing. Her job is to provide private consulting services. Weeding planners should be with good Co-ordination, and they must have creativity, enthusiasm and sense of service. For example, to make a flower plan on the wedding, she will firstly tell the florist the proposed theme concept which has been well designed, as well as the color scheme and the elements required. Then the florist creates design on request, and finally she will discuss the Florist’s program with the bride, propose professional advice and help the bride to make a decision. There are always many interesting and touching stories on the wedding or during the days preparing a wedding. So Allen wants to share these stories which are full of love. She wants to let others know what she is doing, as it is so valuable. She believes that every wedding is a witness to every couple that goes hand in hand with their love. She saved the photos of every wedding that she planned, and she wants to share her experience. She hopes to be known to more people, and then she will do better.

[Motivation & Target]

• show her cases in wedding planning and share her experience

• share the stories of love to others • find more consumers

C

• Want others to view her design and give some suggestions to help her grow.

• Dream to build her own original brand to express her own emotions and artistic.

• Focus on design and don’t want to think too much.

• Show their works and life attitude to more people

• Get more recognition and support • Sell hand-made dolls through online shop or

their store to keep their business.

• Show her cases in wedding planning and share her experience

• Share the stories of love to others • Find more consumers

Chiara Chen Allen

USER NEEDS

• Show themselves - Promotion works, ideas, products, stories…

• Share information - Communication experiences, activities, news…

[common characters] - Information concerned - Creative - fun - flexibility - visual thinking - multi-field working

P A R T 3 C O N C E P T

Structure

Style

Function

Form

Target

- SHOW your ideas and works

- SHARE your stories and information

- SELL your products and yourself

SHOP&SHOW

4 kinds of users • Tourist user

(see all the stalls & works, see part of the user’s info)

• Normal registered user

(all above, add comments & favors, using message board, edit personal info, give a private message to a stall owner )

• Owner of a stall

(all above, upload new works, decorate stalls, add links)

• Site administrator

SHOP&SHOW Site structure

<SHOP&SHOW street> home page A line of little stalls run by different independent designers. • Stalls will be made in simple structure (to high light the

works of designers). Each Stall will have a big board to show the name of the stall. It has 2-4 windows to show different aspects of the designers’ works.

• The site will offer several different type of stall for users to choose.

• Beside the enter door, owners can choose to add their name(s), and a very brief introduction.

• First enter, the stalls of all kinds are random arranged. Users can search a certain kind of stall, the street will rearrange.

<Stall> works overall show User can click a stall to get inside, and see more about the works. Inside the stall there will be 3 main parts • Notice Board (where the stall owners can post their notice or

advertisements about their stall or works or themselves)

• Profile (owners can upload their photos, and edit personal information, e.g. contact numbers, e-mails, address…)

• Work Display (one picture, or paragraph of text to brief show each work, the works can be cataloged)

<Work Show> details of work

Users can click the picture of the work to see details. • In the page of a certain piece of work,

there can be several pictures, text graphs, or even videos to show it.

• User can make a comment or add the work to favor.

• For some works, you can get its links to eBay, taobao. (For now, mean the site just be built, the site only offer links. As the site developed, it can built its own selling system, so that people needn’t go to other shopping website to buy the piece work)

• Register to become a SHOP&SHOW member

• Apply to open a SHOW&SHOW

• approved STEP1

• Choose stall style

• Give your stall a name

• Upload pictures STEP2

• upload pictures & add notice/ ads STEP3

• upload pictures, add introduction

• add links to eBay… STEP4

HAVE A STALL ON SHOP&SHOW

<Message board> Open to every registered user. Users can post their new ideas, job notices, activities plans, latest news.... follow the notice they interested in. add favors, add comments… All the messages can be catalogued and show in different colors -green(opinions, ideas) -blue(I want to hire..., I want a job... ) -pink(activities, meeting, party) -yellow(news finding) -white(place to add a new message)

Search a message Users can also search a certain kind of message by color, the message board will be rearranged.

View a message Click any of the message box, it will open, and show the details of the message, there maybe pictures and text.

Browse the messages At first the messages (squares) are in random, and some message box is blank. (Blank boxes are for adding a new message) Only keywords or title are showed.

Add a new message click a blank box, and it will open. Then user can choose the topic of the message (the colors), add text or picture. Each message can be added several tags, so users can search messages by a certain tag.

USE MESSAGE BOARD

1 2

3 4

THANK YOU! YOLANDA & ADIO

@ZHEJIANG UNIVERSITY, HANGZHOU, CHINA

2011/04