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