Post on 02-Jul-2015
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TESTING
DESIRABILITY
MARTIN WILLERS @DESIGNMEANING 141118
90% crap
Testing desirability before if going into production
SWEDISH DESIGN TEAM
SMALLEST WEARABLE LIFELOGGING CAMERA
A WIRELESS SHORTCUT BUTTON THAT CONNECTS TO YOUR SMARTPHONE AND CAN DO PRACTICALLY ANYTHING
FACIAL RECOGNITION DOORBEL
Our focus
Large
Start-ups:
own lab
start-up
big corp
10
build fast
max 4 week sprints
Design process
PEOPLE Problem
PEOPLE Solution
transparent
speaker
PEOPLE Problem
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CONTEXTUAL IDEATION
Headline
TEXT
Caption
15
l isten
PRESS
Wired
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Design Directory — issue 68 — 211210 — issue 68 — Design Directory
Top 25Best homeware
Storage shelvesLundia
It’s tough to come by a product as practical and versatile as Finnish design company Lundia’s shelving units. Since 1948 the fam-ily-owned company has been constructing its shelves out of free-growing pine sourced from local forests, where long winters and short summers make the wood grow slowly and, most importantly, durably. “Lundia is the opposite of throw-away culture,” says CEO Michaela von Wendt from the firm’s main office building in Hyvinkää. “The core idea in our shelving system allows you to build, dismantle and reconstruct the shelves over and over again – without tools. It grows with the owner, from a child’s room to a student’s studio to an office.” — avf lundia.fi
Coffee tableShigeichiro Takeuchi Japanese designer Shigeichiro Takeuchi was invited by Commoc, a Tokyo furniture and product-design studio, to collaborate on the creation of a coffee table. The Tricom’s most unique feature is its single powder-coated steel pipe, winding under-neath a solid glass top to form three legs —a simple yet fluid design. Available in black, white or green, it sums up Takeuchi’s design principle: “To find the essential func-tion and structure of the object”. — avfcommoc.jp
Letter openerPlant Brooklyn
“We try to do good,” says designer Bjarke Ballisager regarding his eco-friendly interdisciplinary studio. Williamsburg-based Plant Brooklyn was founded by Ballisager and his wife Holly McWhorter who share a background in architecture. This letter opener is made out of poplar while its blade is constructed from recycled paper. — gslplantbrooklyn.comVases
Ro Collection
Danish design company Ro was established in Copen-hagen this summer by Rebecca Uth and Ole Kiel, former colleagues at Georg Jensen who had long planned their own independent collaboration. They named themselves after the Danish word for “Serenity, calmness and peace of mind”. Ro launches with a collection that features a lounge chair from Shannon Payton and Arunas Sukarevicius, vases from Nina Erichsen (pictured) and a toolbox from Aurélien Barbry. It’s an eclectic selec-tion that captures the essence of Ro: thoughtful works intended to endure. — etlrocollection.dk
Drying rackLa Base
The humble dish drainer is not generally at the top of anyone’s wishlist. However, if you do lust after kitchen kit have a glance at La Base, a range from Japan designed by home-cooking star Yoko Arimoto. The
drainer is made from top-quality Japanese stainless steel and stands in a sloping tray
coated with silicon for durability. Looks good and does the job. — fw
labase.jp
SpeakerPeople People
A friendly solution for your living room electronics comes from Stockholm design company People People. The four-year-old firm’s newest project, dubbed the transparent speaker, has a small wi-fi antenna that makes it eligible to connect to all electronic devices. “People don’t own cars anymore so they show off with their living rooms,” says Martin Willers, one of the four founders. “These speakers are the perfect way to do so.” — adcpeoplepeople.se
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CutleryPott
Although a traditional flatware firm in the 21st century may seem hopelessly old
fashioned in a sea of cheap, disposable products, German company Pott stands out
for all the right reasons. Dating back to the turn of the 20th century, the firm has worked
with Bauhaus and Werkbund luminaries such as Wilhelm Wagenfeld, Elisabeth
Treskow and Josef Hoffmann and gained a global reputation for innovation in cutlery
design. Its items sit in museums around the world, including MoMA. The most popular
range is the four-piece silverware set called Pott 33 that was one of the last designs by second-generation owner Carl Pott before
he died in 1985. Known for the fine grooves at the tip of each handle, the utensils are
also wider than average, making it easier to scoop up your food. — ak
pott-bestecke.de
TablewareBilly Lloyd
London-based potter Billy Lloyd’s new “Billy” collection for The New Craftsmen consists of a bowl, plate and mug, and is manufactured in Stoke-on-Trent. It’s not just the historical ceramics centre of the UK that Lloyd is aiming to put back on the map with these pieces, but also some of the more traditional craft techniques, including jollying and jiggering. Both these methods (yes, those are their real names) were used to create the distinctive ridge effect. “The ridging makes them tactile,” says Lloyd. “Lots of tableware has a smooth exterior but I was interested in a profile that accentuates form and demonstrates a precision in handmaking. I’m trying to show off a bit of precision and skill that can be done by hand and not on a computer program.” — tmbillylloyd.co.uk; thenewcraftsmen.com
‘ E L E M E N TS ’ GL A S S WA R E BY S C HOLT E N & B A IJ I NG S F OR J H I L L’ S STA N DA R D This new brand is helping to keep the Irish crystal tradition alive with its dynamic contemporary designs. The ‘Elements’ series by Dutch duo Scholten & Baijings features a linear, minimalist cut.From left: ‘Elements’ decanter, £445; Champagne glass, £264 for a pair; cocktail glass, £264 for a pair; long drink glass, £140; tumbler, £130 (jhillsstandard.com)
‘ T R A NSPA R EN T SPE A K ER’ BY PEOPL E PEOPL ETrust the Swedes to reinvent the humble hi-fi as a pared-down design object. Stockholm studio People People’s sound system
is stripped back to its essential elements. Almost all of the parts are replaceable or recyclable, and the sound is crystal clear. ➤
£599, Selfridges (selfridges.com)
SURF
ACE:
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ROM
£16
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Luxe | WISH L I ST
Monocle Elle decoration
Recommended retail price?
How much will it cost to make this, who will make it and what will your distributions channels charge you?
Repairable & more sustainable?
BACKSTAGE RESOURCES
Business model fit
Minimum order size (MOQ)Leadtimes, certifications etc etc
PROBLEM / SOLUTION FIT
PROTOTYPE / MARKET FIT
BUSINESS MODEL FIT
PEOPLE PROBLEM
RRP $599
Caption
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blends in,
adds value to
your living room
RRP $849
The faster you test, the more you can learn
and the faster you succeed!
LIKEABILITY
Time
Uncertainty
PROTOTYPE
BLOG (LAUNCH)
CROWDFUND
ONLINE SALES PRODUCE
Selfridges
(London)
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Brown Thomas
(Dublin)
Le Bon Marche
(Paris)
#transparentspeaker
TEXT
Caption
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TEXT 29
Small team,
massive impact
The faster you test, the more you can learn
and the faster you succeed!
LIKEABILITY
Time
Uncertainty
PROTOTYPE
BLOG (LAUNCH)
CROWDFUND
ONLINE SALES PRODUCE
PARTNER
Transportation
›THE IDEAS THAT CAME OUT OF THEIR WORK WERE NOT ONLY INNOVATIVE, BUT ALSO
MADE A LOT OF SENSE AND LOOKED GREAT‹ —KJELL AC BERGSTRÖM, VP QUALITY @ NEVS
OLD
DESIRABILITY
Design Attract?
6 month
Produce
12 months
Launch
6 months
2 years
OLD
NEW
DESIRABILITY
Design Attract? Produce?
3 weeks
Launch
1 weeks
2 years
vs
4 weeks
SMALLEST WEARABLE LIFELOGGING CAMERA
2012
Team & product
$.7M in seed
$.5M Kickstarter
2013
Go to market
$3M funding
$1M+ preorder
2014
Scale & growth Sales soar from positive reviews
$8M in funding
A WIRELESS SHORTCUT BUTTON THAT CONNECTS TO YOUR SMARTPHONE AND CAN DO PRACTICALLY ANYTHING
Headline
Ladies and gentlemen, we’re floating in space. For far too long have we been stuck on this orbital trash heap. It’s time to go. To leave. To improve.
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launch
story
better at listening than selling
SWEDISH DESIGN TEAM