S T R AT E G I C D E S I G N P R O J E C T F in al repor t
DAAN HE KKI N G Umea Institute of Design 03 . 06 . 2016
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Strategic design - Final report
S T R AT E G I C D E S I G N P R O J E C T This report shows the process of a ten week project called ‘Strategic Design Project’ that has been executed in collaboration with BOSCH at the Umea Institute of Design.
In collaboration with:
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TABLE OF CONTENTS
1. INTRODUCTION 1.1 Project approach 2. R E S E A R C H 2.1 Brand analysis 2.2 Identified brand values 2.3 Product analysis - Thermotechnology 2.4 Brand values - Radar chart 2.5 Trend research 2.6 Visual Expression Mapping 2.7 Identified market opportunity 3. COMMON CORE 3.1 Common core categories 3.2 Common core TSK 3.3 Common cores BOSCH 4. C O M M O N S I G N AT U R E 4.1 Approach 4.2 Vision 4.3 Identified elements 4.4 Common signatures elements 4.5 Common signature applied 5. FUTURE COMMON CORE 5.1 Physical changes 5.2 Common signature elements 5.3 Interactive elements 5.4 Redefining the household appliances 6. A P P R O A C H 7. IDENTIFYING MARKE T OPPORTUNITY 7.1 Reflecting BOSCH’ brand values 7.2 Bonding through your pet 8. RESEARCH METHODS 8.1 Research workshop 9. I D E AT I O N 10. IDEA SELECTION 11. PET COMMON CORE 12. D E N TA L C A R E E X P L O R AT I O N 12.1 Sketch ideation 12.2 Physical mock-ups 13. C O N C E P T U A L I Z AT I O N 14. B O S C H K E X I 14.1 UV-light compartments 14.2 Three different sizes 14.3 Replacing the shells 14.4 Charging your KEXI 14.5 Packaging of KEXI 15. R E F E R E N C E S
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6 7 10 10 11 12 13 14 16 19 22 22 23 24 25 25 26 27 28 29 34 34 34 37 38 42 43 43 43 44 44 47 54 59 60 60 60 64 68 69 70 72 73 74 78
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1.
INTRODUCTION
The report in front of you is the result of a ten-week project in collaboration with BOSCH and was done both in a couple and individually. BOSCH is manufacturing many products in many market segments. Due to this wide variety of markets and many different design teams, BOSCH has not succeeded in creating one distinctive design language. The goal of this project was to analyse and conclude what the BOSCH DNA is about. To understand what BOSCH stands for, several discussions were held with employees from the BOSCH User Experience department. This information was then converted in a BOSCH vision. The method ‘Common Core’ and ‘Common Signature’ were used to visualize and symbolize the elements that are part of the BOSCH DNA. After setting up the BOSCH DNA, a five week individual time began where a market opportunity was identified and a product was created that filled in this market opportunity.
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The report can be divided in two phases: Phase 1 (Phase 1A and Phase 1B) and Phase 2 (Phase 2A and Phase 2B). Phase 1A consists of the analysis of the BOSCH brand by using several research tools. Phase 1 ends with Phase 1B that consists of a Common Core, Common Signature and Future Common Core. The Common Core and Common Signature are forming the backbones of the projects and will be used in phase 2B. Phase 2A consists of identifying a new market opportunity and an ideation based on this market opportunity. Phase 2 ends with Phase 2B where an idea was chosen and further developped. Also, the Common Core and Common signature was applied in phase 2B. The project ended with a presentation to BOSCH where the final models were showed.
1.1 Project approach To propose how to unify Bosch’s product design across today’s segments and later apply this new visual design language on a new product concept of your own!
P H ASE 1 A (2 week s ) Re s e a rc h
- Brand analysis - Brand values - Product analysis - Brand values - Radar chart - Trend research
P H ASE 1B ( 3 week s ) VEM
Visual Expression Mapping
Co m m o n c o re (CC)
Representative and unifying echo of a product category
+ Co m m o n Signa ture
Key element that ties all BOSCH products together
+ Future CC
Representative of the future Common Core based on Phase 1A
P re s enta tio ns to B O SCH ( x 3)
P H ASE 2 A (2 week s ) Re s e a rc h
-Identifying market opportunity - Classical research workshop - Technology research
P H ASE 2B ( 3 week s ) Idea tio n
Ideation on relevant design opportunities for the next generation of product solutions and user experiences with ‘the spirit of Bosch’
Co nc eptualiz atio n
An idea was chosen and further developped.
+ Apply ing Design DN A
Key element that ties all BOSCH products together were applied in this stage.
P re s enta tio ns to B O SCH ( x 2)
Educ a tio nal go al
“The goal of this course is to provide a project that explores and communicates the complexity of designing a product in today’s competitive environment based on a company’s design identity, core values and desired customers.”
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PHASE 1A R ESEARC H & VEM
Ph a se 1A ex i s t s of t h e an al ys i s of th e bra n d BO S CH, h ow B O S CH i s acti ve i n t h e th ermote ch n ol ogy m arket an d en d s w i t h an iden tifi ed m arket op p or t u n i t y.
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2.
RESEARCH
In this chapter the results of a two week research period will be described, also called Phase 1A - Research. 2.1 Brand analysis This project has been executed in collaboration with BOSCH. In the next paragraph the history of BOSCH is described followed by their vision and ends with the BOSCH mission. All of this information is based on the website of BOSCH. 2.1.1
BOSCH History
“130 years ago, Robert Bosch and his employees founded the “Workshop for Precision Mechanics and Electrical Engineering” in Stuttgart. It laid the ground for today’s globally active Robert Bosch GmbH which continues to improve quality of life with innovative products and services.” (1) 2.1.2
BOSCH divisions
Currently BOSCH is active in four different business sectors; Mobility solutions, Industrial technology, Consumer goods and Energy and Building Technology.
MOBILITY SOLUTIONS BOSCH is world’s largest independent parts supplier in the automotive industry. BOSCH significantly contributes to a towards a more safe, cleaner and economical way of driving. INDUSTRI AL TE CH NO LO GY The Industrial Technology business sector incorporates the divisions Drive and Control Technology and Packaging Technology. CONSUMER GOODS This business sector provides a wide spectrum of products and solutions in the areas of Power Tools and Household Appliances. ENERGY AND BUILDING TECHNOLO GY The Energy and Building Technology business sector offers a wide range of products and solutions from the areas of HVAC, solar energy, and security systems.
S A L E S B Y T H E D I F F E R N T B U S I N E S S S E C T O R S ( I N P E R C E N TA G E S ) CONSUMER GOODS MOBILITY SOLUTIONS
INDUSTRI AL TE CH NO LO GY
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E NE RGY AND BUILDING TECH NO LO GY 4 8 B I L L I O N E U R O S ( T O TA L R E V E N U E )
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Fig. 1.
2.2 Identified brand values BOSCH identifies their brand with the chart that is shown above. Their slogan ‘Invented for life’ is centered and connects to the four different value categories; Quality, Fascinating products, Responsibility and Global partnership. (2)
Brand values of Product Design Language
the absolute base from where the new products will be designed. A product hiarchy pyramid has been created with the BOSCH values as the base. This pyramid will be completed in Phase 1B with the Common Signature, Common Core and Product requirements.
These brand values were used in the next paragraph ‘3.3 Product Analysis Thermotechnology’ to reflect how well BOSCH is designing their product based on these values. The brand values are
4. Produ ct re q u i re me n t s
3. C ommon core
2. C ommon si gn at u re
1. B O SCH B ra nd values Fig. 2.
Product hiarchy pyramid
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2.3
Product analysis -
Thermotechnology The product analysis phase has been executed in collaboration with three other classmates. Together we identified the key elements of the thermotechnology product portfolio. At the bottom of this page the product portfolio of the BOSCH
Current themostat of BOSCH
Thermotechnology sector is shown. Within this range, BOSCH is positioning themselves in two segments of this market; low-end and high-end. According to the UX managers of BOSCH, BOSCH tries to fascinate their customers with their high-end product and cover a big market with their low-end product range.
Follow-up thermostat (2016 launch)
Low-end range thermostats of BOSCH
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2.4 Brand values - Radar chart The aim of phase 1A is to understand what BOSCH is doing well and where opportunities are for BOSCH related to market positioning and product design. To identify these opportunities, the current BOSCH products were evaluated by using the brand values of BOSCH, whose are described in paragraph 3.2 Brand values.
In this paragraph six of the most important brand values, chosen in collaboration with BOSCH, are forming the base of a radar chart. The radar chart functions as a reflection of how well a BOSCH product fits their brand values. The radar chart was filled in together with three classmates and the rating of each brand value was determined after discussing the results.
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Judging a design by only these six pillars is not reliable enough to identify design opportunities. In an ever changing market, the environment of the product has to be taken into account before a conclusion can be made. In this context, the environment means; market- and behavioral trends and competitor research. In the next paragraph, the most important trends are described. 2.5 Trend research This project has a future focus and BOSCH asks to define a new design language. A clear understanding of current trends is neccessary to create a solid base for the future vision for BOSCH and therefore for a future design language. Also, trend research opens new market opportunities. In this paragraph, the trends are divided by market-, behavioral- and mega trends. Since market trends and market shifts are the result of behavioral trends, the impact of behavioral trends is bigger then a market trend. Mega trends are the trends that are influencing people’s behavior. The mega trends can cause
a difference between generations and set behavioral change. This method is a tweaked method on the trend analysis method of Roothart and Van der Pol (3). In the following paragraph the different trends are described. 2.5.1
Mega trends
In this paragraph the most important mega trend ‘Globalization’ is described. Globalization causes a more connected world where news and innovations are spread faster than before. One example is where start-ups gain more and faster attention with their latest innovations. For BOSCH, globalization can turned into a positive aspect since their innovation in technolgies can reach people faster. 2.5.2
Behavioral trends
Behavioral trends are trends in people’s behavior and a change in perception to certain topics. In this paragraph, the most important behavioral trends are described. Sustainable thinking In a world that is dominated by globalization, people are becoming
amount of impact B igge s t i m p ac t an d i n fl u e n c e s behav i o r s . ( 1 0-3 0 ye ars )
3. Mega tren ds
B ig im p ac t an d i s i n fl u en c e d by mega tre n d s . ( 5 -10 ye a rs )
2. Beh avioral tren ds
L ow es t i m p ac t an d fre q u e n tl y cha ng e s . ( 0 -5 ye ars )
1. Market tren ds
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IN 2020, A TYPICAL FAMILY HOME COULD CONTAIN MORE THAN 500 SMART DEVICES.
more aware of the the current state of the environment. Due to this reason, the willingness to contribute to a more sustainable world increased. From shame to fame This behavioral trend is related to the sustainable thinking trend. Since people would like to contribute to a more sustainable world, there is also a part that want to show off how they are contributing. 2.5.3
Market trends
Market trends are the result of a change in people’s behavior. Since people are changing their view on topics and products, market trends change fast. Connectivity Connectivity is a word that pops up more
and more lately, which brings different product categories closer to eachother. The most obvious result of connectivity, to control a product with a downloadable app for your smartphone and gain insight in it’s usage, is being applied a lot. Connecting products together can bring more than this IxD mindset. Connectivity can decrease production costs hugely by avoiding a duplication of costly parts. Competitor collaboration (IoT) This trend rised from many shared visions of succesfull start-ups. Their vision is broader then all the corporates and they are not bound to their past. These start-ups don’t see eachtother as competition, but as a source of inspiration. Due to the upcoming datasharing mindset, companies can use eachothers data to fullfill their vision.
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2.6 Visual Expression Mapping As described in paragraph ‘3.4 Brand values - Radar chart’, a clear understanding of the market and the competitors is necessary to identify new opportunities. The method ‘Visual Expression Mapping (VEM)’ has been used to reach this goal. “VEM is a useful technique for mapping products from clients and their competitors, direct or in-direct market players and/ or desirable visual expressions as a part of defining a strategic design direction and specifying
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the guidelines for the coming product’s visual appearance and physical design. VEM is also an effective group method in order to verbalize, discuss and visualize agreed conclusions and to as a tool for internal and external dialogue.” (4) The ‘horizontal axis’ with TRADITION to the left and EXTREME to the right represents cultural expressions. The ‘vertical axis’ with KNOWN on the bottom and INNOVATIVE on the top represents technological expressions.
2.6.1
Clustering products
As shown above, all of the existing products are placed inside the VEM grid. Also, different product clusters were created to show the differences between the market segments. These clusters were given a name, which reflected the feeling of this cluster. The clusters were used to discuss the up- and downsides of each of them.
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2.6.2
BOSCH and brand values
In paragraph 3.4 ‘Brand values - Radar chart’ BOSCH’s flagship thermostat has been evaluated by the brand values. Within the VEM method, the brand values can be used to identify what competitors are doing better or worse related to the brand values. In the VEM grid, shown above, the left two blue, non-opacity lowered, are the market segments in which BOSCH is active. The yellow post-its are reflecting the brand values. As you can see, most
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of the brand values are attached to the middle circle, in which BOSCH is positioned with their flagship product. Within this category BOSCH is lacking their ‘surprisingly simple’ value compared to their competitor NEST. Also, the yellow post it on the bottom is applied to product cluster in which BOSCH is not active. This does not mean BOSCH’s product are not lacking in a convincing reliability, but the ‘Outdoors’ cluster has a higher convincing reliability value.
2.7 Identified market opportunity In this paragraph an indentified market opportunity is described. Based on the trend research and upcoming competitors BOSCH should go more Innovative and a little bit more Extreme. The new market opportunity is described as ‘Hidden innovation’. 2.7.1
Hidden innovation
While BOSCH tries to integrate their product in the home environment, the use of patterns and layers of material does not express this integration. Reducing
the visual elements when the product is not active and focussing on what is the most important for the consumer should be the next steps. When taking away visible features, the consumer gets less distracted and will focus on the area where BOSCH wants to put the focus. BOSCH could stimulate or inform the user about his/her usage of energy and so on. This market opportunity will be used as a starting point for the future Common Core (phase 1B).
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PHASE 1B CO MMON C ORE & C OMMON SIG N ATURE
Ph a se 1B ex i s ts of t h e an al ys i s of th e vis u al ap p earan ce of t h e th ermote ch n ol ogy p rod u cts B O S CH i s produ cin g. Al s o a n ew b ran d l an gu age for BOSCH in d oor p rod u ct s i s p res en t ed .
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3.
COMMON CORE
In this chapter the brand identity of BOSCH is described. To identify the brand language, the Common Core method has been used. According an internal document, the Common Core method means the following; ‘The Common Core is a visual representative and unifying echo of BOSCH throughout an abstract 3D visualization.’
product categroy that is active inside the home environment. The aesthetics of the Smart-home controllers, kitchen appliances and thermotechnology are showing similarities. This is the reason why the Common Core of Thermotechnology has been extended to the Common Core of these three categories (Common Core TSK).
3.1 Common core categories As described in the previous chapter, the main focus of the analysis lays within the thermotechnology sector. This focus was given by the programme director. Thermotechnology is not the only BOSCH
CO M M O N C O R E TS K T H E R M OT E C H N O L O G Y
KITCHEN APPLIANCES
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S M A R T- H O M E C O N T R O L L E R S
3.2 Common core TSK The Common Core is the visual representative of the Thermotechnology, Smart-home controllers and kitchen appliances (TSK). In collaboration with Jenny, my teammate in Phase 1B, a Common Core has been developed. The BOSCH products within the three product categories were printed, analysed to find aesthetic and functional similarities and used to set up a Common Core. The picture on the right side shows the Common Core TSK. The Common Core TSK exists of four main features. 3.2.1
Circular attraction offsets
The Thermotechnology category used a strong element in their newest thermostat. The circular offsets were used to ‘fade out’ the screen inside the offsets, but also to attract the user to where he/she can operate the system. 3.2.2
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BOSCH Metal
BOSCH strives to show quality and tries to convince the consumer of the reliability. The usage of metal, or the looks of metal (kitchen appliances and smart-home controller), contributes to these values. In this case the metal is applied on the back part and functions as a protective part. 3.2.3
Bottom + center logo placement
The BOSCH logo was placed on different places throughout the different product categories, but the logo was mainly placed in the middle and bottom of the products.
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3.3 Common cores BOSCH Thermotechnology, smart-home controllers and kitchen appliances is a fraction of what BOSCH is producing. Five other groups from APD1 created Common Cores from different product categories as well. These Common Cores are shown underneath this paragraph.
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4.
COMMON SIGNATURE
In this chapter the Common Signature is described. The Common Signature is an aesthetic element that goes through all the product categories. The difference between a Common Core and Common Signature is therefore the broadness of how it’s being applied.
need to be developed. In this project most of the BOSCH products were printed and analysed to find similarities across all the different disciplines. Since BOSCH has a big variety of products in their portfolio, a clear and obvious Common Signature couldn’t be identified.
According to BOSCH, they don’t have a Common Signature and a part of this project is to set up a Common Signature. The product hiarchy pyramid, shown at the bottom of this page, shows where the Common Signature is placed.
BOSCH gave us the freedom to create a Common Signature that can be applied throughout all their products, based on level 1 of the Product Hierachy pyramid; BOSCH Brand values. To create a new Common Signature, a new vision was created based on their brand values and used as a base for the Common Signature.
4.1 Approach To set up a Common Signature, a deep understanding of the BOSCH products
4. Produ ct re q u i re me n t s
3. C ommon core
2. Co m m o n signa ture
1. BOSC H Bran d val u e s Fig. 3.
Product hiarchy pyramid
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4.2 Vision After analysing the brand values of their heritage and the current brand values, a clear understanding of the brand has been created. To set up a future vision, input of BOSCH needs to be implemented into the current vision. The remote presentations with BOSCH during the project were shaping this new vision.
4.2.2
4.2.1
- Consumer focus. The major shift relates to the design approach. Instead of designing with technology in mind, BOSCH should design with the user in mind. - Hidden innovation. - Surprisingly simple - Personal - Proud/honest
Current BOSCH ‘feeling’
Eventhough BOSCH tries to fascinate the consumers, their engineering heritage weighs more then fascinating. The lack of fasination doesn’t attract the younger consumers; a target group they would like to focus more one. The overall word that describes the current BOSCH ‘feeling’ is safe.
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Future BOSCH ‘feeling’
Since BOSCH wants to establish a more well known brand, the product design can contributes to this awareness. The lack of fascination, as described in the previous paragraph, needs to weigh more then their engineering heritage. This shift can be achieved if BOSCH implements the following things in their vision:
4.3 Identified elements After looking all the BOSCH products, several elements have been identified that are being applied throughout most of the BOSCH product categories. The image above is showing the different elements. Not all of these elements are applied throughout all product categories. Dots were used to identify the strongest common signature elements. The strongest elements were used to set up a new Common Signature, which is described in the next paragraph.
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4.4 Common signatures elements As described in the previous paragraph, multiple elements have been identified and ranked on importanceness. The following four elements are the elements that are being used the most throughout
the BOSCH products. This paragraph describes the four elements that creates the BOSCH Common Signature. It describes how
M ONO CH RO M E LO GO BOSCH will use their logo only in monochrome on a high contrasting background. Prefarably the logo is placed in the center at the bottom of the product.
3 OFFSETS The circular offsets can be used to ‘fade out’ the screen inside the offsets, but also to attract the user to where he/she can operate the system.
“ B O S C H M E TA L” BOSCH will be using metal, or a metal look-a-like, that contributes to a product that shows off the quality. The metal part functions as an element that protects the technology inside.
THE RED EXPERIENCE BOSCH uses a red colour throughout the three product categories . The colour is mainly used as an indicative colour within the interactive areas.
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4.5 Common signature applied As mentioned in paragraph 4.3, the APD class was dived in six groups where every group had to create a Common Core. After setting up the guidelines for the Common Signature, these were applied to the Common Cores made by our group and the five other groups. The image above shows how the Common Signature is applied at the Common core. The Red lines are used to guide the user where to interact with it and there is more focus on the metal part.
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Green po wer to o ls
Two examples where the common signatures are applied to an electric screwdriver and a electric saw.
B lue po wer to o ls
Two examples where the common signatures are applied to an electric screwdriver and a electric saw.
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e-B ike display
Two examples where the common signatures are applied to an electric screwdriver and a electric saw.
H o m e applianc es - O ven
Two examples where the common signatures are applied to an electric screwdriver and a electric saw.
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Green po wer to o ls
Two examples where the common signatures are applied to an electric screwdriver and a electric saw.
B lue po wer to o ls
Two examples where the common signatures are applied to an electric screwdriver and a electric saw.
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H AR DWAR E
The Common Signature was applied in the previous pages on the hardware of the BOSCH products. VS. SO F T WA R E (USE R INTE R FACE )
Digitalization is a trend that BOSCH needs to keep in mind. Clear user interfaces are becoming more imporant and therefore BOSCH needs to align all of their user interfaces. The Common Signature has been applied to the user interfaces of the oven and thermostat.
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5.
FUTURE COMMON CORE
In this chapter the Future Common Core is explained. The Future Common Core is a new Common Core for the Thermotechnology and Household Appliances. The new design is based on the research in phase 1A, where the company and market has been analysed. 5.1 Physical changes Eventhough a similar geometric shape has been used for the Future Common Core, several changes were made to make it fit better with the new BOSCH vision. The first and most obvious change is going from a square with rounded edges to a so called ‘squircle’. A squircle is a form that has everywhere a little bit of tension in the outer line. This gives the shape a more friendly touch. Also, the back part of the Common Core has been changed to a more organic shape. This causes a more ‘floating’ effect which makes the product stand out more from it’s position. In general it comes down to making the volume look less bulky than it actually is. 5.2 Common signature elements The Future Common Core uses the offsets to ‘fade out’ the interactive area. This interactive area can be a screen, but also be a knob or handle. The logo is placed at the bottom, where it’s the closest to the user. If the product (designed with this Future Common Core) is standing on the countertop, the interactive area can’t interfere with the visibility of the logo.
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5.3 Interactive elements Besides changing physically several elements, digital elements have been changed as well. As described in the end of paragraph 5.5 Signatures applied, digitalization is a trend that BOSCH should keep in mind. To express BOSCH’ quality and precision, the circular element is a crisp and thin line that could show where you are in the process of heating a room or cooking. The thin line expresses a high quality screen and a gradient within this line enhances this quality expression. Furthermore a basic Sans Serif font was chosen that does not capture a lot of attention, but displays the neccesary information well enough. According to BOSCH’ feedback, BOSCH does not want to capture too much attention in the home environment.
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5.4 Redefining the household appliances The future Common Core was set up to give guidance when redesigning new appliances. To test if this was succeeded, several kitchen appliances were redesigned according the guidelines from the Common Signature and Future Common Core.
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PHASE 2A WI L D CARD RESEARC H + IDEATION
Ph a se 2A ex i s t s of a b as i c res earch th a t in clu d es t ech n ol ogy-, m arket- an d u ser research an d an i d eat i on b as ed on th ese th ree d i fferen t res earch fi el d s . Th e ch apter e n d s w i th th ree d i fferen t i d ea d irections .
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6.
APPROACH
In the previous chapters, BOSCH values were analysed, their main design elements were identified and a new Common Core has been set up based on the findings of Phase 1A. In Phase 2A, the current part of the report, new market opportunities were identified and explored with different research methods such as desk research, a joint research workshop, sketching sessions, sketchmodelling and so on. Phase 1A and Phase 1B were partly done in a grouop and partly in a couple. Phase 2A and Phase 2B were done individually, but with the opportunity to use classmates and staff for research or ideation workshops.
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7.
IDENTIFYING MARKET OPPORTUNITY
In this chapter the identified market opportunity is described. 7.1 Reflecting BOSCH’ brand values During the discussions with BOSCH, fascination was one of the elements that was missing the most throughout their product portfolio. Also, the discussions showed that users did not engage much with the BOSCH products. Low-frequency engagement is not particularly bad, but it does not contribute to a high-awareness of the BOSCH brand. The main thought behind the identification of a new market opportunity is to create a product/system or service that creates more awareness to the brand BOSCH.
7.2 Bonding through your pet As described before, the aim is to create a product/system or service that creates more awareness to the brand BOSCH. In this project, the strong relationship between humans and their beloved pets will be used to achieve a higher level of engagement with BOSCH. Using the bond a human has with their pet, the user will hopefully also bond more with BOSCH. When discussing the human-pet relationship, several pet owners agree they want to give the best care to their pets as possible. After these discussions, the project continued with a strong focus on the caretaking part that owners are facing with their pets.
WA F WA F W OE F W OE F M IA UW M IA UW
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8.
RESEARCH METHODS
This chapter describes what methods were used to identify and set up a clear design opportunity. After deciding on the general direction of pets, a more specific research workshop was held with 11 students and 2 tutors. When documenting the information after this research workshop, more market and technology research was done to get a clear understanding of what the design opportunity could be.
8.1 Research workshop A research was held with 11 students and 2 tutors. The aim of this research workshop was to gain a better understanding what the needs, behaviours and emotional values are in the different pets. The following research question was set up to steer the 11 students and 2 tutors into the right direction. This research question was set up by doing desk research and own experiences with pets. The workshop functioned as an explorational tool to see if the personal thoughts were true.
SM ALL DOGS C ATS
BIG DOGS
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“ H O W C A N W E D E C R E A S E T H E C O M M U N I C AT I O N BARRIER BETWEEN HUMANS AND PETS TO INCREASE THEIR WELLBEING?”
SM ALL ANIM ALS
HORSES
C ATS
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HEALTHCARE
FITNESS
Ho w can we preven t d i-
We w ork ou t. How can w e
se ases by d etermin in g th e
i m p rove th e h eal t h of p ets
p e t’s wellbein g in a n ear-
by act i vat i n g th em to w ork
lier stag e?
ou t m ore?
HYGIENE
Fl e a s, ba d smell, rotten te e th an d so on . How can B OSCH con tribu te to a more h yg ien ic pet?
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SLEEP H ABITS
We can t ake m ed i ci n e to en h an ce ou r s l eep i n g ti m e. W h at cou l d b e t h ere to i m p rove s l eep h ab i t s of p et s ?
The research question that is described two pages before, functioned as a general direction. A question this big is most of the times too hard to answer and more ‘flat’ answers come out them. To get more in depth answers, four subquestions were created. The 11 students and 2 tutors were divided in pairs, were appointed to a certain pet and received a stack of inspirational images related to their pet. They than got 5 minutes for each question to come up with solutions. After they finished answering four questions, they had to present their best solution.
9.
IDEATION
After this research workshop, a rapid ideation started with the aim of exploring the results that came out of the research workshop.
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# 1 N O N - I N T R U S I V E D E N TA L C A R E DENTAL CARE CAN PREVENTS A BAD MOUTH SMELL, TOOTH ACHE, TOOTH LOSS AND ORAL INFECTIONS. (5)
WISH
NOW Intrusive toothbrush once in a while
Anti-reaction of the pet
Low-impact on a daily base
UV light
(1)
Pet helps itself
“A pet with healthy teeth has the best chance of avoiding chronic illness and living a happy, healthy life full of sweet smelling doggy kisses.” Dr. Eloise Bright, vet (6)
HOW CAN WE USE THE THINGS PE TS LIKE TO IMPROVE DENTAL CARE?
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LIKE
DISLIKE
DOG TOY
DOG BALL
DOG ANESTHESIA
DOG ROPE
DOG BONE
DOG TOOTHBRUSH
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UV LIGHT Lights up where the dog is biting.
SEMI-TRANSPARANT Semi transparant sillicon that allows light to go through.
DOGS CHEW ON EVERY THING! This toy uses UV light to kill bacterias in the mouth. The dog chews on the toy and UV light will light up at the place where the dog bites. Cleaning teeth in a fun way!
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#2 FLEA REMOVAL FUTURE SCEN ARI O
Fleas are attracted to the heat and the brightness of the light, and fall into the trap.
VS. NOW (looking for fleas)
FUTURE (fleas are attracted)
RESEARCH SHOWS TH AT FLEAS ARE GE T TING AT TRACTED TO LIGHT. “A d u lt cat f l e a s are a t t ra c t e d to l i g ht .T hey ’re most at t ract e d to gre e n -ye l l ow l i ght (5 0 0 -5 3 0 n m ) , a nd c a n’ t s e e re d l i g h t ( > 60 0 n m). Whe n t he l i ght i s q u i ck l y t u r ne d off and on , fl e as p erc ei ve a s h ad o w f ro m a po t e nt i al host . As a re sul t , i n t e r mi t t e nt l i ght at t ract s u p to 8 t i m e s as m an y fl e as as con t i n u ou s l i ght .” (7 )
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RE SERVOI R The fleas will be captured in the reservoir, which can be detached and emptied.
I N D I C ATO RS The BOSCH Flea remover can be attached to a collar, but can also work as a stand alone in the bench.
UN I V ER S A L The BOSCH Flea remover can be attached to a collar, but can also work as a stand alone in the bench.
LIG HT + H E AT Light and heat are attracting fleas, which will be trapped in the case.
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#3 EXTERNAL NOISE REDUCTION EVERY PE T IS DIFFERENT, BUT ADULT DOGS SLEEP BE T WEEN 12 AND 14 HOURS PER DAY. PUPPIES EVEN MORE.
Sleeping is good for everyone, even pets!
Grumpy when you wake them up
SLEEP
disruption (1)
They are sleeping when we are awake
Sleeping is essential for growth
TECHNOLOGY SHOWS WE CAN CANCEL EXTERN AL NOISES. A ct ive n o i s e c o nt ro l i s a t e c h no l o g y t hat u se s an e xt e r n al sou n d wave and con ve r t s i t i n a n op p osi t e s o und w ave . T h e t e c h no l ogy i s cu r re n t l y b e i n g u se d i n t he av i at i on se ctor b u t al s o i n hi gh-e n d he adp hon e s. (8 )
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STATION ARY
W E AR AB LE
ARO UND CAGE
COLL AR/EARS
RESULTING SOUND Based on active noise reduction technology.
E XT E RN A L NOI SE F REE ZON E Earphones produce an anti sound that creates a local noise free zone.
M AGNE TI C CL I P Non-intrusive, magnetic connection between receiver and earphones
E A RP HO N ES Plays anti-sound SOUND REC E IV ER Detects external sounds and creates an anti-sound
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10. IDEA SELECTION
1. DENTAL CARE Non-intrusive dental care toy for dogs.
2. FLEA REMOVAL Universal flea trap that uses light and heat.
3. NOISE REDUCTION Anti-noise distributer to create a local noise-free zone
The idea of a non-intrusive dental care toy for dogs was chosen for several reasons. Not taking care of the dental hygiene from the pet can cause longterm negative effects and results in a bad visible oral hygiene. This concept
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is also the most challenging based on technology development. If BOSCH succeeds to manufacture this, it will definitely bring the fascination they are striving for.
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PHASE 2B CO NCEPTUALIZ ATION + APPLY ING DN A
Ph a se 2B ex i s ts of t h e d evel op m en t of th e ch os en i d ea (d og d en tal care). A n ew Pet Comm on Core w as created an d t h e elemen ts w ere ap p l i ed to t h e n ew p rod u ct.
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11. PET COMMON CORE
The Future Common Core, described in chapter 6, is not applicable for this idea. A new Pet Common Core has been created that fits better with the environment in where a potential pet
product will be used. The Pet Common Core has been created based on the principles that are described in paragraph 5.2.
BONE SH APED Recognizable for the dog
DEFINED CONTOURS More precision + ‘protective’ core/shell
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12. DENTAL CARE EXPLORATION
After the research workshop was hosted and an idea was selected, the exploration phase started where the identified design opportunity has been explored with analogue sketches , paper mock-ups, foam models and a final digital form exploration (2D + 3D) based on the newly created Pet Common Core. 12.1 Sketch ideation The sketches on the right side are a glimpse of the sketches that were made during the process. 12.2 Physical mock-ups On the next page you can find images of foam mock-ups, packaging fold-outs and the final foam models.
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SKETCH MODELS
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D E TA I L I N G T H E F I N A L M O D E L
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13. CONCEPTUALIZATION
In this chapter, the two concept sketches are explained. These sketches functioned as a starting point for finalizing the final shape. The aesthetics of this shape is based on the Pet Common Core.
transparant solid rubber
solid rubber + ribbled surface
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The product exists of three parts; an outer hard rubber shell, a middle semitransparant rubber and the BOSCH UV-light. With a three point fixing mechanishm, one screw at the bottom and two fixing points at the top, the BOSCH UV-light is protected. Also parts are locked together by the shapes of the parts. The middle part is more narrow than the end, which makes it hard to move up and down. With a firm push, the
middle part can be clicked in the outer shell. The two outer parts are replaceable and can be produced by different manufacturers. BOSCH will put their effort and technology in the UV-light module, which can possibly be patented and give them ownership of the UV-light pet toys on the market.
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presenting...
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14. BOSCH KEXI
BOSCH Kexi is a new dental care tool that kills bacterias inside the dog’s mouth without harming it. By using ultraviolet (UV) light, the bacterias will be killed and prevents them from affecting a bad oral hygiene. Nowaydays, the dog gives an
anti reaction when you have to brush their teeth. BOSCH Kexi allows the dog to clean their own teeth by chewing on an abstract bone-shaped hard rubber shel that emits UV-light.
“RESEARCHERS H AVE CREATED A UV-LIGHT TH AT KILLS BACTERI AS WITHOUT H ARMING.” T h e Un i ve rs i t y o f S t ra t h c l yd e i n G l asgow p u b l i she d an ar t i cl e t hat p rove d t hat UV-l i ght k ills b a ct e ri as w i t h o ut h a rm i ng t h e sk i n arou n d i t . By u si n g a H i gh In t e n si t y, Nar row S p e ct rum ( H I N S ), t h e re s e a rc h er s we re ab l e to k i l l b act e r i as e ffe ct i ve l y. (9 )
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14.1 UV-light compartments BOSCH Kexi exists out of five compartments. Every compartment contains two pressure sensors, one on each side of the product. When the pressure sensor is activated with
the force of biting, the UV-light will be emitted. KEXI is divided in compartments so the dog will not see much light when he bites on the product. This will keep anti-reactions on a low level and improve the succes of the product.
Situation 1: Dog bites in the middle Since the dog bites in the middle, with a small amount of teeth, only the middle compartment will emit UV-light.
Situation 2: Dog bites at the side A dog bites with a large amount of teeth on the side of the product and bites in the middle of two compartments. Two compartments will emit light.
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14.2 Three different sizes As described before, KEXI comes in three different sizes. When purchasing the kit, the customer can choose between the sizes S, M or L. These sizes only affect the volume of the outer shell. The UV-light BOSCH is producing, will always be the same size and fits in all the different sizes. A range of modular outer shells and one universal inner UVlight makes the life length of BOSCH Kexi also longer. The customer does not have to buy a new, relatively expensive, inner UV-light when the outer shell is bitten in pieces. In this case, the customer canbuy a new outer shells when it needs to be replaced. Also, the modularity of this concept makes it able to let BOSCH Kexi grow with your dog. When the dog grows and can bite with more force, the outer shell can be replaced for a larger size with more hard rubber volume.
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14.3 Replacing the shells As described before, the shells can be replaced when it’s torn apart or when the dog has grown. The shells can be detached from the BOSCH UV-light by unscrewing the bottom screw. When this screw has been taking out, the two top buttons can be pushed and the two shells can be seperated.
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14.4 Charging your KEXI Since KEXI will be used without a cable, an accu needs to be integrated in the product to provide the neccesary power. A decision has been made to use induction charging as a delivery principle for power. The most important reason to choose induction charging is vulnerability.
A dog does not always know how to use this product and where to bite on it. When there is no external charging point, the dog can not chew on the components of the external charging point. When using induction charging, which does not need an external charging port, the chances a dog breaking the charging point is way reduced. Since the charger is a product is a product that be placed on the countertop, and therefore be part of the Home Appliances, the design is based on the Future Common Core, described in chapter 6.
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14.5 Packaging of KEXI To enhance the fascination part BOSCH is striving for, the packaging was designed with the word ‘fascination’ in mind. The goal was to create a packaging that resembled what is inside and when an interaction takes place, it resembles what the product stands for.
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The first interaction with BOSCH KEXI is when a customer sees the packaging in the shop. The packaging of KEXI is basic and contains a wrap and a box. Inside the wrap is a hole that represents the part that emits the UV-light. When the box, that is inside the wrap, is being pulled out, the printed gradient on the box
moves accordingly the movement. This means when the box is being pulled out, the visible colour through the hole in the wrap changes. This metaphoric principle resembles a light that will be turned on; an UV-light that turns on when interacting with it.
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The image on this page shows the architecture of the packaging. The box contains a vacuum-formed black tray that holds the charger and KEXI. Underneath
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the black tray, the cable of the charger, the manual and a warranty brochure is placed.
Opening the box is a secondary interaction with BOSCH KEXI. The first interaction is seeing the product standing on the shelf. The secondary interaction must give the customer a ‘wow-feeling’. The product is displayed in the tray in the charging position. In this way, the BOSCH logo on the charger is visible and the customer gets reminded of the brand. Also the bone and charger are catching all the attention since it’s surrounded by a black, matte plastic.
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15. REFERENCES
1. http://www.bosch.com/en/com/bosch_group/history/theme_specials/robert_bosch/ robert_bosch_special.html | Used 17.04.2016 2. Internal document - BOSCH Brand values | Used 17.04.2016 3. H. Roothart & W. Van der Pol (2002) Van trends naar brand. Den Haag: Kluwer 4. Internal document - VEM Basic | Used 12.04.2016 5. http://www.popsci.com/science/article/2010-11/researchers-use-bacteria-killinglight-destroy-pathogens-flip-switch | Used 04.05.2016 6. https://www.lovethatpet.com/dogs/health/teeth-cleaning/ | Used 04.05.2016 7. http://fleascience.com/flea-encyclopedia/life-cycle-of-fleas/adult-fleas/whatattracts-fleas/ Used 05.05.2016 8. http://www.silentium.com/about/active-noise-control | Used 04.05.2016 9. http://gizmodo.com/5690839/researchers-have-created-a-uv-light-that-kills-bacteriawithout-harming-humans | Used 06.05.2016
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