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Interesting Facts on the 50+ consumer:Laura Bush represents the oldest Baby Boomer, while Michelle Obama represents the youngest Baby Boomer.
Those 50+ control 33% of the total U.S. net worth, are responsible for 50% of all discretionary spending, and own about 77% of all financial assets
Boomer women make the majority of the purchasing decisions in a household.
Brad Pitt, Demi Moore, George Clooney, Bono, Conan O’Brien, and Ellen DeGeneres are all Baby Boomers.
40.5% of employed baby boomers have management, professional, or other related jobs.
The average annual expenditure for all Boomers is $58,809.
One out of every three people living in America is 50+
An American turns 50 every 8.5 seconds; that’s more than 12,500 people a day.
80% of boomers envision working in some form during their retirement years. Only 20% plan on stopping work to fully retire.
Social networking use among internet users ages 50 and older has nearly doubled—from 22% to 42% in 2010.
50+ consumers account for over 79% of all leisure travel spending
50+ FACTSHEET
Sources: “Demographic Profile of American Baby Boomers”. MetLife Mature Market Institute Analysis.
Population Projections Program US Census Bureau, 2006. <http://www.maturemarketinstitute.com>, soldonseniors.com
Thornhill, Matt. “We Have Seen the Future, and it is Old.” <http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117572>.
“Resources: 50+ Fact and Fiction.” Immersion Active. <http://www.immersionactive.com/resources/ 50-plus-facts-and-fiction/>.
Madden, Mary. “Older Adults and Social Media.” Pewinternet.org. <http://pewinternet.org/Reports/2010/Older-Adults-and-Social-Media/Report.aspx>.
ABOUT US
What is the Live Well Collaborative?
ABOUT US
An extension of open source and P&G’s connect and develop strategy applied to a university context:
To develop innovative products and services that enhance the quality of life for all consumers, especially the 50+ market. This is accomplished by discovering and sharing unique insights regard-ing America’s maturing population and leveraging our collaborative strengths and expertise.
We are a leading edge model that demonstrates the ability of a proven research university to work with corporations to find innovative solutions for living well across the life span. The LWC conducts quarterly new product and service development projects focused on meeting the unmet needs of today’s aging population. The LWC partners with the University of Cincinnati (UC) to tap the talent of multidisciplinary teams of faculty and students from the top ranked Colleges of: Design, Architecture, Art and Planning, Business, Medicine, Nursing, and Engineering. LWC is perfecting this new model and harnessing the vast potential of interdisciplinary problem solving and innovation.
We were formed as a response to meet the growing market opportunity of America’s aging population. We are part of P&G’s strategy to find 50% of its new innovation from external resources. The Live Well expands the open innovation model to positively transform both the life style and life stages of the world’s maturing population.
OUR MISSION
Recreate LOGO
THE OppORTUNITy:“The Boomer Consumer”
BOOMERS
AGES 80+
• 78.2 Million Boomers in the current US Market
• Boomers influence buying for all generations
• Boomers represent $2.3 trillion in buying power
• Own over 80% of all money in savings accounts
• Fastest growing segment of marketplace
• Unprecedented health challenges and quality of life
• Have lived through more social and technological
change than any other age group.
• There are 84,000+ Americans older than 100, which is about
twenty times the number of centenarians who were alive in 1960.
It is estimated that there will be 214,000 centenarians in the U.S.
by 2020 and 834,000 by 2050.
Sources: “Demographic Profile of American Baby Boomers”. MetLife Mature Market Institute Analysis. Population Projections Program US Census Bureau, 2006 <http://www.maturemarketinstitute.com>, soldonseniors.com, Retirement Living TV factbook, www.rl.tv
Core ServicesThe Live Well Collaborative serves as a catalyst for design and product innovation.
It is the fit between the needs and the possibilities in the 50+ market.
STUDIOS
WORKSHOPS
10 week new product and service developmental projects. All intellectual property developed is owned by sponsoring company.
Shorter/smaller creative and development opportunities for individual companies or in combination with other members.
WEBSITE & PROJECT PROCESS LOGS
COLLABORATIVE FORUM
An independent data repository for each project, as well as building and maintaining a unique 50+ sharing venue.
Framework for companies to share knowledge, to “Connect and Develop” with non-competing corporations.
The University of Cincinnati?WHy
Top 10
Rank
Top 25
No. 1
DAAP, College of Design,
Architecture, Art and Planning
Research University
Interior Design School
No. 4
No. 6
Industrial Design School and
Cooperative Education Program
Graduate Architecture School
ENGINEERING,BIO-MEDICAL
DAAP BUSINESSHEALTH
SOCIALSCIENCES
A World-Recognized Design Program embedded in a Comprehensive Research University
project Resource Mapmedmail: Living in place with Alzheimer’sA service system for managing medication for Alzheimer’s patients and their caregivers
Overview of resources brought together to complete the studio project >>
Batesville Headquarters and France Research–
Alzheimer’s Team
Recreate LOGO
UC GuidanceDr. Warshaw–Geriatrics Dr. Cluxton–Pharmacy Dr. Page–Rehabilitation
Irene Moore–Family Medicine
Robert Reynolds Psychology Inventor Specialist
Memory Loss
External Expert
A Multi Disciplinary Approach:
Medicine Management
Allowing 70+ women with Alzheimer’s to live at home
as long as possible
UC FacultyDAAP–Yanling Wang DAAP–Steve Doehler
CDRI–Craig Vogel COB–Rick Sweeney
ENGRG–Mary Beth Privitera
Prototyping
Haney PRC
Pat MooreMoore Design AssociatesUniversal Design Expert
External Expert
College of Nursing Center for Aging
With DignityCharles Puchta,
Director Evelyn Fitzwater
Cincinnati Alzheimer’s AssociationClarissa Rentz–
Executive Director
Student TeamsID • Digital
Product Development Graphic Design
Business • Bio-Med
project processFrom initial idea
to concept, in 10 weeks.
IDENTIFY RESEARCH IDEATE REFINE DEBRIEFlead in understand conceptualize test and detail follow up
phase phase phase phase phase
0 1 2 3 4
Final Conceptdirections
end of quarter
Primary Consumer Research
Inspirational & Experimental
Research
Team and Problem
Orientation
Consumer and Client Feedback
Secondary Consumer &
Product Research
Synthesis and Activation
01 Research02 Conceptualize03 Refine
WORKSHOPS
IDSA UC Chapter | March 08
Human Factors Cinci Chapter | Oct 08
Member Sharing on 50+ | Dec 08
Lextant Design Research | May 09
6 Dimensions of Wellness | June 09
Extreme Aging | June 09
Living in Place | May 10
MINI-CONFERENCES
UIDP | April 08
UC Showcase | Jan 08
DMI | June 08
IDSA | June 08, Sept 08
Focalyst | Oct 08
Packaging that Sells | Oct 08
AUTM | Feb 09
Environment for Aging | March 09
P&G PRIDE Event | Oct 09
The Market Research Event | Oct 09
Since its official formation in June of 2007, the LWC has completed 23 projects, involved 30+ UC faculty and advisors and over 300 students.
University of Cincinnati
FALL 2009
WINTER 2010Faculty & Students from: Design, Architecture, Art, and Planning, College of Engineering, UC Medical, College of Nursing, and College of Business.
Tray Table Redesign
SPRING 2010
SUMMER 2010
• Assisted Mobility Device Development • Urban Transportation 1
• Nursing Service Protocols• Elder Financial Abuse Solutions• Urban Transportation II
Urban Transportation III
• Intellectual Property sharing solved
• Internal Review Board process defined
• Co-op placement
Simulation Center
procter & Gamble SPRING 2007
SUMMER 2007The Live Well Collaborative partners extensively with Procter & Gamble to improve upon the consumer product experience, especially concerning the 50+ market.
Reinvented brand identity to include cats
Redefined water use
Demonstrated the value of compaction
Discovered innovative solutions for body odor
Collaborated with UC Engineering, Digital, and Industrial Design on virtual packaging simulation
Improved the lives of denture users.
Developing innovative oral care solutions
SPRING 2008
SUMMER 2008
SUMMER 2009
FALL 2009
WINTER 2011
General Mills FALL 2007
SPRING 2008The Live Well Collaborative partners with General Mills to identify new market opportunities related to innovative product development and package design.
Identified studios as a mechanism to fill in gaps in the product development process
Explored new opportunity markets for Green Giant
Reinvented Shelf Stable Meals
Investigated new soup opportunities
FALL 2008
SPRING 2009
Hill-Rom WINTER 2008
FALL 2008
The Live Well Collaborative and Hill-Rom work together to improve the lifestyles for those over 50.
Alzheimer’s Project• Designed a distribution system for medication
that allows Alzheimer’s patients to live at home longer
• Developed a condensed comprehensive report for the research phase.
Hospital Patient Gown Redesign• Addressed the needs of all stakeholders,
which included the patient, nurse, doctor and manufacturer.
Recreate LOGO
Boeing FALL 2010
WINTER 2011The Live Well Collaborative is partnering with Boeing to establish a better understanding of the current airline traveler.
The Future Traveler
The Door to Door Travel Journey
Additional Studios FALL 2007 & WINTER 2008
SPRING & FALL 2009
The Live Well Collaborative works with a variety of companies on studio projects that will enhance consumers lifestyles across their lifespans.
Financial service solutions
Innovative concepts for the appliance market
CASE STUDIES
CASESTUDY
Hospital Gowns PHASE 1: QUALITATIVE RESEARCH
PHASE 2: CONCEPT DEVELOPMENT
The Live Well Collaborative at the University of Cincinnati conducted a Hill-Rom sponsored multidiscipli-nary studio in the Autumn Quarter of 2008 to explore the fundamental redesign of patient gowns and the mattress cover. The overall goal was to reduce the risk of pressure ulcers. The multidisciplinary team included students from Industrial Design, Fashion Design, Product Development, Business, and Bio-Medical Engineer- ing as well as nursing consultants and an advanced wound care manager.
Students from Biomedical Engineering used the Braden Scale to assess Pressure Ulcer Risk. Students used this scale to determine that the anatomical sites for pressure ulcers are the sacrum, ischium, trochanter and heel.
Students focused on creating gown concepts that would benefit patients and enhance nurses’ efficiency by:
• Accommodating patient mobility• Motivating with incentives• One piece construction
PHASE 3: CONCEPT REFINEMENTStudents designed gowns to help patients during three main phases of mobility during hospital visits.
STAGE 1 : LOW MOBILITYThe OPEN-FIT backless gown, paired with the GRAB-IT antimicrobial
contact sheet and a mattress that reduces interface pressure while
controlling microclimate is the key to avoid bed sores.
STAGE 2: MEDIUM MOBILITYJUMP-FIT gowns promote movement and dignity. When the patient
feels cold a nurse could provide WARM-FIT arm and leg warmers.
STAGE 3: HIGH MOBILITYFLEX-FIT separates (shirt and pants) accommodate more range of
motion as patients undergo physical therapy.
• Increasing patient comfort• Offering variety throughout stay• Bringing the home experience
into the hospital
1
Recreate LOGO
CASESTUDY
Med Mail PHASE 1: QUALITATIVE RESEARCH
PHASE 2: CONCEPT DEVELOPMENT
The goal of the studio was to explore an integrated Alzheimer’s Patient Medi-cation Management System to increase the likelihood for the target Alzheimer’s Disease patients to live at home long-er by taking the right medication. The patient population was 70+ year old women suffering from Alzheimer’s Disease, living at home, with limited caregiver assistance.
It was our contention that medication management was one of two major challenges (nutrition is the other) that forced these patients to prematurely leave their homes for assisted living. Taking the right medication at the right time is a necessary requirement for managing health, and maintaining a higher degree of independence and quality of life. We believed that by effectively addressing this issue, we could reduce secondary effects from taking incorrect medication.
The resulting solution was a cost effective system that reflected the needs of all our stakeholders; patients, caregivers, physicians, medicine manufacturing and packaging, the pharmacies and deliv- ery systems. We concluded that our end solution should be afford-able due to limited reimbursement from insurance and Medicare. The goal of Medmail was to create a simple, low-tech way for patients to receive and take their meds. It would deliver, organize, and assist with taking medications in a clearly laid out medium.
PHASE 3: CONCEPT REFINEMENTDuring the refinement phase, the product benefits were clearly defined. These benefits included:
• Direct Delivery by Mail • Pre-Sorted • Pre-Organized • Broken down Daily • Mailed in weekly ‘Packs’
2
Recreate LOGO
CASESTUDY
Bedside Buddy PHASE 1: RESEARCH
PHASE 2: CONCEPT DEVELOPMENT
Experience in a variety of health care settings consistently finds patient spaces and surfaces to be a problem and opportunity. As many patients are discharged to a long-term care facility, hospice environment or home setting, many of the space and surface challenges still remain. While enhancements have been made over the years, no significant innovation has occurred for decades. It appears as though designers, administrators and clinicians have been working within the same sandbox instead of starting with a clean slate and thinking outside of the box.
In the Research phase, the students actively engaged with the College of Nursing (CON) in a simulation experience to role play how it feels for patients to be bedridden in a medical environment. Personal interviews and lifestyle photos also helped the students to develop a vision for the target audience, the 50+ patient population.
In the Conceptualization phase, students used their design requirements gathered from the research phase to begin ideating initial product concepts and models to solve their design problems.
PHASE 3: VALIDATIONIn the Validation phase, the students went back to their initial consumers and CON to present their concepts and gather feedback. This process ensured that the concepts they developed were in-line with their user group’s requirements. From the information gained in this phase, students then selected a final direction for their project.
3
This logo was developed to represent the evolving relationship between Design and
Nursing. The Live Well Collaborative, College of Design, Architecture, Art and Planning,
and the College of Nursing at UC are working together on a series of projects to
improve and innovate within health care.
CASESTUDY
Mikan Ball PHASE 1: QUALITATIVE RESEARCH
PHASE 2: CONCEPT DEVELOPMENT
During this studio, students took a trans-generational look at how water contributes to the perception and experience of health and beauty, spe-cifically, how 50+ baby consumers seek holistic and connected ways to achieve personal health, wellness, and beauty and strongly influence the choices of their parents and children.
Research on bath cultures around the world revealed a Japanese tradition of bathing with aromatic organic materials that were believed to have healing or other beneficial properties. One such additive is the Mikan, a large, orange-like citrus fruit.
The Concept phase involved intense ideation sessions in which insights gained from consumer and member input were used to drive the form creation forward. Drawing on inspiration from the research, the Mikan Ball Concept would purify water and also have an aromatherapy disk to create a relaxing bath atmosphere.
The basic functions of the bath ball are to purify bath water and add an aromatherapy element to the bath “experience.” A purify- ing agent in the form of an easy to use disc would be inserted into the ball along with a second disk of aromatherapy agents. The heat from the bath water would theoretically stimulate the aromatherapy disk and the scent would escape via the vent holes.
PHASE 3: CONCEPT REFINEMENTDuring the refinement phase, the product benefits were clearly defined: establishing the concept as a response to the growing consumer desire to create a spa atmosphere within the comfort of their home, as well as providing the consumer with pure bath-ing water to promote healthy skin all over. Final design cues drew inspiration from the shape and texture of the Mikan fruit
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CASESTUDY
Assistive Mobility PHASE 1: RESEARCH
PHASE 2: CONCEPT DEVELOPMENT
Experience in a variety of health care settings consistently finds patient mobility devices to be a problem and opportunity. In this studio, Live Well Collaborative explored new opportunities to assist an individual’s ability to remain mobile by developing devices that adapt to the form needs of the user. These devices were functional, elegant, non-stigmatizing and psychologically nondestructive.
In the Research phase, the students actively engaged in a simulation experience to role play how it feels to use a mobility device. The goal was to consider the physical, psychological, emotional, social and environmental aspects of the scenario they experienced.
In the Conceptualization phase, students used their design requirements gathered from the research phase to ideate initial product concepts and models to solve their design problems.
PHASE 3: VALIDATIONIn the Validation phase, the students went back to their initial interviewees to present their concepts and gather feedback. This process ensured that the concepts they developed were in-line with their user group’s requirements. From the information gained in this phase, students then selected a final direction for their project.
5
This logo was developed to represent the evolving relationship between Design and
Nursing. The Live Well Collaborative, College of Design, Architecture, Art and Planning,
and the College of Nursing at UC are working together on a series of projects to
improve and innovate within health care.
CASESTUDY
TransForum PHASE 1: RESEARCH
PHASE 2: SYNTHESIS AND CONCEPTUALIZATION
The Live Well Collaborative, in collaboration with the University of Cincinnati, embarked on a process to to make the city of Cincinnati a more compelling city to reside in, relocate to, and to visit. We have set out to accomplish this through a series of three, ten week studios.
A play on words between Transportation and Forum, the purpose of TransForum is to start a dialogue about the future of public, multi-modal transportation in Cincinnati, with the main focus of highlighting the advantages of Light Rail in Cincinnati as a means of connecting communities.
Phase one of the project (Foundational Research) took place during winter quarter, 2010. During this 10-week studio, graduate students researched the effects of streetcars in other areas of the world.
Phase two of the project took place during Spring Quarter, 2010. It was a multi-disciplinary studio filled with a mixture of graduate and undergraduate students, and representatives from Industrial Design, Architecture, Planning, Interior Design, Digital Design and the College of Business. The students set out to establish a strong sense of connection between the valuable assets of Cincinnati’s unique neighborhoods. This conceptual new transportation system has been conceived to make Cincinnatians feel more unified, learn more about each other, and breathe new dimension into the way we move. These concept streetcars can be found in the future visions portion of the website.
PHASE 3: VALIDATIONTransForum was created during Phase three of this project in the summer quarter of 2010. During this phase, students worked to use the research from Phase One and the concepts of Phase Two to help promote multi-modal transportation in Cincinnati.
6
Live Well CollaborativeSingapore polytechnic
Currently, more than half of the older population in the world lives in Asia (54 percent). In the next decade, the over-50 popu-lation will total almost one billion across the Asia Pacific, and mature consumers are estimated to spend $1.5 trillion per year by 2015.
The LWC-S, led by Singapore Polytechnic in close collaboration with the LWC-C, will conduct early phase product research with a particular focus on design for member companies looking to target the over-50 consumer. It will follow the interdisciplinary approach of the LWC-C and leverage Singapore Polytechnic’s strengths in Design, Engineering, and other disciplines to re-think the design of products to meet the changing lifestyle and physical needs of this target group.
Independent Research Innovation Center
Focused on revolutionizing product design and development for consumers aged 50 and above in the Asian market
LIVE WELL COLLABORATIVE STUDIO
513.558.7348
info@livewellcollaborative .org
Linda A. DunseathLWC Executive [email protected]
Craig Vogel, MID–UCLWC PresidentAssociate Dean of Research, College of [email protected]
CONTACT
US 2728 Vine Street
Cincinnati, Ohio 45219