IXDAHel 4.9.2014 @NordkappIxDA Helsinki x Helsinki Design Week: Flux

Notes by Tiina Lehtonen

Theme

Talks about sosioeconomy, culture, behaviour, ethnography

Ville Tikka

Wevolve.us

“Ville Tikka works as Strategy Director at Wevolve, a Helsinki and New York based transformation company. He revels in cultural and technological revolution and has a knack for creative business, brand and design transformation. Before co-founding Wevolve in 2010, Ville worked with Nokia as Senior Futures Specialist in New York and Helsinki, focusing on anthropological and socio-cultural research and foresight, doing field research on five continents, and directing global research, strategy and innovation projects with Nokia's design, brand and business teams and with leading global agencies.”

2nd flow of value making

http://www.tekes.fi/Julkaisut/Arvonluonnin_uusi_aalto_309_2014.pdf (In Finnish)

Ohutta arvoa tuottavat

bisnesmallit Arv

onlu

onni

n uu

si

aalto

Loikka

Lyhyesti

”Uuden aallon runsas arvon luominen tapahtuu kokonaisvaltaisesti (ihmiskeskeinen arvolupaus) ja sen perusta on arvosysteemeissä.”

”Runsas arvo syntyy ihmisten kokemuksissa sekä toiminnan että sille annettujen merkitysten kautta.”

”Runsas arvo on sekä henkilökohtaista että jaettua ja siten sekä hyödyllisempää että merkityksellisempää kuin ohut arvo, jossa korostuu vain arvon henkilökohtaiset ja taloudelliset ulottuvuudet.”

DesignPa

rtner

s Outside

Inside

Whatyoudo

Whoyouare

Design

BrandProduct

PurposeProcess

Designfullfillspurpose

Experienced value

Product/service is just the tip of the iceberg

Product&

story

Value systems

Value

Social

Cultural

Emotional

Functional

Shared

Meaning

Personal

Action

Value

Social Cultural

Functional Emotional

Shared

Personal

MeaningAction

Anu K. Nousiainen

@Nuflow

“Anu K. Nousiainen is a service designer / business developer. For the past 15 years, Anu has been working as a futurist, ethnographer and a service designer on digital solutions for both global corporations such as Nokia and Finnish governmental agencies and various companies. Her strength lies in combining futures forecasting and business design with service design capabilities.”

Cultural cockpit 3xE:Engage, Enable, Empower

3xS:Sensing (gather signals, sense them), Solution (meaningful stuff), Seizing (create something)

Pattern recognition, Omnipresence, Latent needs that people do not say Innovation (*

*) ”Latent needs are overplayed as an innovation dynamic.” http://www.cloudave.com/32398/latent-needs-overplayed-innovation-dynamic/

Henrik Rydberg

Shapeways.com

“Henrik Rydberg works as the Director of User Experience at Shapeways in New York, bringing 3D printing to the masses. Leading design and user experience across the organization, experience and product strategy, product design, leading customer research efforts. Before Shapeways he worked for companies such as Tinkercad and founded Aisti Medialab, later acquired by Crasman Co. He was also one of the founding members of IxDA Helsinki in 2008.”

3D printing

3D printing is blogging real things.

Making something out of steel used to required blacksmith skills. Average Joe can now do the same with 3D printing.

What is needed to success

Material

Software

Change for consumer behaviour

3D technology enables personal products

e.g. gifts, jewellery

Enables ”craftmanship”

No to massproduction (*

No warehouses or stocks

Brands? Copying? Immaterial rights? Marketing? Brand engangement?

Tailor your own Hasbro’s My little Pony. Transformers? Star trek?

Rethink what design can do!

*)If gangs with their tailored own gang style knifes. Finally tailored apps? Tailored services?