I thought our final pitch today went extremely well despite how nervous we were. I think we appeared confident and responded to the end questions well. When i sat down though i realised that when Annalise asked us about what our product would do when CO2 ran out in the world and if it would still work – that i should had said that we would only run out of CO2 if they world was demolished of human beings as we breath out CO2, it is such a logical response but somehow i didn’t think of it at the time. Overall though i think we did well especially by not entirely relying of the script we all had in front of us.

I especially think that the first (with Sam Biro, Anna etc) and second group (with Ally, Damien and Daniel) presentations were quite successful. I enjoy the way in which the first group had video user experience as an interview and ran through the way the product works in an mini scenario form as it was very engaging and enjoyable to watch. The second’s group personas examples was also extremely enjoyable, it was realistic as well as helped injected a sense of humour in the presentation. I also really admired how the last group pulled through with their presentations despite the absence of two team members, I thought that their metaphor of liking the swiss knife to their product’s nature was effective as it was relating something that we already know to something that we are proposing!

 

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Today’s class was evolved around the individual world scenarios. Each groups were really different in the way which they approached the posters and presentations. These are some of the things which i found interesting and should perhaps be kept in mind during our pitch:

  1. Engage, be confident and believe in your firm and product
  2. Build a hypothetical scenario that is easy to relate in order to explain complex/abstract concepts
  3. Create a unified image of the world where all aspects of the drivers of changes links while being liable
  4. Have a clear image of what your firm culture is
  5. I think it is also important for me to have some sort of script to safeguard me while presenting as i think i skipped quite a few points that i needed to say

Group meeting on Thursday and Friday (3oth June & 1st July) was immensely helpful in help pushing the group towards the successful direction of creating the final pitch. Through critical research and analysis of precedent materials – we were able to present a world that is realistic for 2030 with substantial backup materials. We were also able to create a viable product that is innovative based on the researches that have been studied by leading scientists today and by assuming that, these current technologies would had been furthered dramatically by the year of 2030.

On Thursday, we finalised our product as well as the world. We focussed on my quadrant (high depletion of environmental resources & high split in socioeconomic status), however bringing it down a notch by making it not as extreme. Our 2030 world is a world where resources are running scarce (but not completely demolished from the earth) and there is a high level of poverty and struggle for money. In order to explain this concisely and effectively, my team had made a movie trailer by using collective clips from around the globe, emotive music and frugal amount of powerful texts. We all agreed that it is a great way to convey a lot of information compactly and also allowing for the CEO that we are pitching to (who would obviously be in a higher rank of socioeconomic status) to sympathise for those that are in the lower class and are struggling in the world.

In addition to the video, we also decided to go a step further and make a poster that explains the way in which the technology behind the design works. We had made the poster very simple in order for anyone to be able to understand the complexities behind it. We were inspired by the Dragon’s Den episodes where all pitchers explained how the technology works – we think that if we had the viable technology to back the product up it would make the pitch more realistic, evermore because we are hypothetically speaking and essentially pitching a product of non-existence. I am so happy with how my team operates and work together, we help each other out a lot – even with our individual poster presentation and everyone really exceeds my level of expectations with extra work and researches put in. Karl was in charge of making the movie, Rebecca – of the poster, Kati-Rose – of the graphs and charts + logo and Me – of the powerpoint presentation.

On friday, we overviewed all the components of the pitch presentations: fixed up the powerpoint, the movie clip and delegated what part would be said by who. I chose to speak briefly about the world as it is closest to my quadrant and about the firm. We recorded our 2 pitch presentations and emailed it to Annalise in order to retrieve feedback which was a great help. Based on important points of the feedback we received, we began working towards creating a more successful pitch presentation. As our product appeared more like an engineering feat – we had put a focus more towards the aesthetic of the product and designing the user experience to be one that is user friendly and smooth. Drawing from videos such as Zach Kaplan and Keith Schacht and the more successful Dragon’s Den episodes – it is important that we address more about what we would do for the client and the market rather than the overall demographic of the world all while being engaging and relatable. Setting a hypothetical scenario or common ground scene/example where most people would be able to relate with is a great idea, also having a huge amount of confidence and belief in your own firm would also push the pitch in a more successful direction as it would all start to become more believable.

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Critical precedent researches that contributes to the 2030 world and our final firm product:

The world of high depletion of environmental resources and high split in socioeconomic status 

This case study evaluated by experts in 2005 is so critical in backing up how viable our 2030 world would be as not only does it talks about the exhaustion of the world’s natural resources but it also recognises the changes that this impact would have on the socioeconomic level of the world. The document is also greatly relevant as the research are conducted across the globe but then however applied in a country which is an ‘imagineland’, projecting the future. The research shows that resources are not only running out but are so exploited that the productivity level has decreased to a low all while showing that poverty will remain widespread since costs of basic commodities will continue to rise. The research also talks about the huge split in the regional difference within countries and the major changes that may be implicated into the society.
This article is significant in showing the statistics of  how the depletion of environment resources have effected our world so far. These are the main important points which i strongly believe apply to our future world and is significant in setting the problem scenario.
  • Western society’s high consumption levels – extra planets (the equivalent size of Earth) will be required by the year 2050 as existing resources are exhausted (based on scientific data from across the world)
  • More than a third of the natural world has been destroyed by humans over the past three decades – no longer be able to sustain its growing population
  • Experts say that seas will become emptied of fish while forests – which absorb carbon dioxide emissions – are completely destroyed and freshwater supplies become scarce and polluted.
  • The Earth’s forest cover shrinking by about 12 per cent, the ocean’s biodiversity by a third and freshwater ecosystems in the region of 55 per cent.
  • Based on factors such as a nation’s consumption of grain, fish, wood and fresh water along with its emissions of carbon dioxide from industry and cars, the report provides an ecological ‘footprint’ for each country by showing how much land is required to support each resident.
  • America’s consumption ‘footprint’ is 12.2 hectares per head of population compared to the UK’s 6.29ha while Western Europe as a whole stands at 6.28ha. In Ethiopia the figure is 2ha, falling to just half a hectare for Burundi, the country that consumes least resources.
  • The report, which will be unveiled in Geneva, warns that the wasteful lifestyles of the rich nations are mainly responsible for the exploitation and depletion of natural wealth. Human consumption has doubled over the last 30 years and continues to accelerate by 1.5 per cent a year.
  • WWF wants world leaders to use its findings to agree on specific actions to curb the population’s impact on the planet.
This article written by Sue Anne Batey Blackman and William J. Baumol (experts in the economical area from Princeton University) gives great detailed explanations in how we can increase effective stocks of natural resources in three ways in a world where finding new outlets for natural resources are becoming more and more difficult. I strongly believe that this research is highly relevant to our future world as resources are becoming scarce and we need to innovate new technologies that contributes to prolonging the life of these resources. Innovative thinking such as recycling resources in different ways means that we can counteract the overuse of resources.
The technology that would allow for the firm’s product to be possible
solar-fuel generator can break down CO2 and water
All these three links talk about how CO2 can be converted into fuel using solar power and decreasing the greenhouse gas emission. These researches are critical in showing that the technology which our product needs/rely on is present in 2011 and most likely will be advanced in 2030 and become usable in creating innovative products that helps the world carbon footprint and improve life standards.
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An example of an interesting design firm which deals with electricity and designing a product that improves efficiency in the user’s experience and also helps control the amount of electricity use within each household. I found that this firm is relevant in group research as their ethics and belief is very similar to our firm – selling a product that is needed in the world and that benefits the environment. I also found their website quite useful for our assessment task 3 as it was almost like a pitch – i was able to browse why a client would want to invest in their product, what does it do for the end user etc.

http://www.greenplug.us/index.php

Imaging the future world: refer to Day 5: Blade Runner Post – https://mook23.wordpress.com/2011/06/27/imaging-the-future-scenario-blade-runner/

Although the research was focussed on my individual quadrant, the world we have chosen for our final pitch is within my quadrant however in a less extreme version. I still think, though that Scott Ridley’s interpretation of the Blade Runner world is highly relevant and is a great way in imagining the future world scenario as the atmosphere and environment can be seen clearly through screenshots from the movie.

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Final Firm Product and Firm’s culture 

Firm name
• MRK

Product/service
• We create a product, which uses a new renewable sustainable technology that turns negative impacts into a positive outcome by changing carbon dioxide into electricity. It is an electronic device, which can be installed into the household, office, buildings and other areas within society. Their device captures energy from the sun, converts it to electrical energy and “splits” carbon dioxide into carbon monoxide (CO) and oxygen. This technology is adapted within our device. The device comes in a stock standard ‘home edition’

End user
• Middle Class – lower class home owners
• The people who benefit from this are the general demographic which are the middle to lower class (as there is a high split in the socioeconomic status which means there are less rich people than poorer) that own a home with electricity but are struggling to make ends meet, as by using our product – their electricity bill will be lowered, it is a more cost effective alternatives for them.
• In a long term effect, the end user could also be the population in a scenario where there is a large sum of consumer of our product – as the world’s environment will be improved by us, recycling the negative impacts into something that is useful and would not further damage nature.

What can you do for the end user?
• We can provide an alternate cost efficient green technology, which aims to bridge the gap within socioeconomic classes affordability.

What do you want to do for the end user?
• We want to offer a product, which benefits their wallet, the environment and society.

What do others want you to do for the end user?
• Others want us to provide the technology to be cheap for production, cheap to run, efficient to run as well as not comprising quality for los production cost.

Might you do for the end user?
• Future adaptations of this device could come in ‘industrial editions’, which can specifically target environments such as shopping malls and factories. Another form could be a ‘travel edition’, which the energy can be stored for an ‘isolated environment’ whilst also helping to cut carbon emissions in other areas outside of major city metropolis’. We could also aim that in the future the technology become more simplified and even more effective in usability.

Client
• AGL
• As the company ethos fits in with the belief of our own company. Also the company it also looking for new possibilities which make the consumers life easier but also providing innovative ideas in sustainable ‘green’ technology.

Who are your competitors?
• Other companies/firms with the same goal in help improving the world and life standards for the people through using eco-sustainable technologies e.g Energy Australia

How can you beat them?
• Our strategy would be in introducing the product to different groups of people who could potentially benefit from our product and showcase their positive experiences out to the rest of the market. Also, perhaps by securing the product first with a big client for example, Westfield shopping mall as this would be in itself a form of advertisement to the people who enter the space of Westfield. The by-products from this chemical process offer the ability to make a continuous income, as it is highly sort after by plastic bottle and detergent makers.

What skills do you need?
• Business: to manage cost, creating things that is at a low cost as this is important, especially for the lower-middle class market as they would need to be able to afford the product
• Developers of the technology and prototype
• Persuasive communication skills in getting support for people to switch from man-made electricity vs. natural made electricity

Who is in your firm? Roles?
• The company would need a large team in a fairly large business in order to push out the technology necessary for the product
• There would have to be a business team that works with the engineers/technology developers in deriving at the most cost effective material to create the product with
• A team of designers who design the aesthetic outlook of the product after the technology internally is created
• The company will also need a team of persuasive speakers to persuade potential clients to buy the product

Ethos/culture/mission
• Our ethos is to make the world a better place in small steps and to achieve a better level equally of life standards through using product with innovative sustainable technology

What does your logo look like and what does it stand for?
• Our logo is of a fingerprint with the letters MRK on it (acronym for ‘mark’)
• It represents the change and the mark we imprint on the world.

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Presentation skills

I decided to conduct some research in helping us as a firm to structure our presentation and see the skills that are necessary in delivering a pitch presentation. Some of the most important points i found from these two links are surprisingly the smallest details. For example, that it is ok to state an assumption as it is more powerful, so it is better to say ‘we know.’ than just saying ‘we believe..’ and ‘we are doing..’ rather than ‘what we are trying to do…’

Amongst all the video presentations that we have been asked to watch throughout the course, Zach Kaplan and Keith Schacht’s demo toys from the future was the one which was most memorable due to many reasons.  I found that not only were they engaging with the audience but that they had made future inventions/toys that they were presenting relevant to the current audience. They created advertisements and scenarios that were interesting and even made the audience want the product that has not even been invented yet! Most of all, they were very confident – they clearly had practiced and knew what they were going to talk about inside out. It would be great as a group if we could deliver a pitch that is as engaging – I know that presentations are not my strength but i aim to do my best with the aid of script and group practices.

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Precedent researches into the market of green/eco sustainable energy sources 

Although a little old, the link above came from the parliament of Australia library and shows the statistics and figures of the increasing interest and instalment of renewable energy sources from 1999-2000. It was great to see the context through this official data in projecting how many people would be interested in our product of 2030.

This pie graph shows Australia’s renewable energy use:

This graph shows Australian installed electricity generation capacity (renewables)

This article addresses how solar power are increasingly being considered by middle class homeowners and how the numbers may even rise if the public know more about the potential savings in which solar power can offer. This article is so relevant to our firm as not only our product receives it energy from solar panels but it also shows a great potential market within our target end user. We would apply this information in our pitch by projecting a scenario involving middle class families, how they will be effected by our product and in backing up why the client should invest in us.

The firm in my quadrant and the services that we would be providing:

Firm name

  • MRK

 Product/service

  • We create a product, which uses a new renewable sustainable technology that turns negative impacts into a positive outcome by changing carbon dioxide into electricity. It is an electronic machine, which can be installed into the household, office, buildings etc. in connection to the main electricity box. The machine converts CO2 extracted inside the household into electricity and is spread across the household to be used.

 End user

  • The people who benefits from this are the general demographic which are the middle to lower class (as there is a high split in the socioeconomic status which means there are less rich people than poorer) that own a home with electricity but are struggling to make ends meet, as by using our product – their electricity bill will be lowered, it is a more cost effective alternatives for them.

http://tgrundy.blogspot.com/2011/05/stereotypes-and-social-classes.html

  • In a long term effect, the end user could also be the population in a scenario where there is a large sum of consumer of our product – as the world’s environment will be improved by us, recycling the negative impacts into something that is useful and would not further damage nature.

 Client

  • Middle Class – lower class home owners
  • Green conscious organisations/businesses which have a large space and are looking to decrease electricity bill e.g the mall (Westfield) , the government

What can you do?

  • Create a product which betters life standards and is an eco-friendly alternative

What do you want to do?

  • We can create a better world by decreasing electricity bill, hence improving life standards for the general demographic and decrease natural degrading impacts in a world where it is scarce

Do others want you to do?

  • The general demographic of the population would want new technologies that can make bills cheaper for them and improve their life standards but without the cost of natural resources as it is very scarce in the world.

Might you do?

  • Offer a consultative and installation service along with the product giving the client an idea of where the product can be installed and by how much it would help decrease the amount paid for their monthly bills.

Who are your competitors?

  • Other companies/firm with the same goal in help improving the world and life standards for the people through using eco-sustainable technologies

How can you beat them?

  • Our strategy would be in introducing the product to different groups of people who could potentially benefit from our product and showcase their positive experiences out to the rest of the market. Also, perhaps by securing the product first with a big client for example, Westfield shopping mall as this would be in itself a form of advertisement to the people who enter the space of Westfield.

What skills do you need?

  • Business: to manage cost, creating things that is at a low cost as this is important, especially for the lower-middle class market as they would need to be able to afford the product
  • Developers of the technology and prototype
  • Persuasive communication skills in getting support for people to switch from man-made electricity vs. natural made electricity

Who is in your firm? Roles?

  • The company would need a large team in a fairly large business in order to push out the technology necessary for the product
  • There would have to be a business team that works with the engineers/technology developers in deriving at the most cost effective material to create the product with
  • A team of designers who design the aesthetic outlook of the product after the technology internally is created
  • The company will also need a team of persuasive speakers to persuade potential clients to buy the product

Ethos/culture/mission

  • Our ethos is to make the world a better place in small steps and to achieve a better level equally of life standards through using product with innovative sustainable technology
What does your logo look like and what does it stand for?
  • Our logo is of a fingerprint with the letters MRK on it (acronym for ‘mark’)
  • It represents the change and the mark we imprint on the world

This image shows animals dying as there are a lack of water – there is a high depletion of environment resources which results in detrimental ramification of animal wild life

Due to a higher spilt in the socioeconomic status, there would be more people in the middle class – lower class demographic which can result in violent riots due to anger, prejudice of divisions and hunger

As the world is running out of natural resources, the science world would work harder at developing new technologies that can help improve the world by preserving whatever is left of the scarce natural resources.

There would be an outbreak of diseases or an epidemic in the population due to the limited resources of food, water and the dirty environment.

There would be a significant rise in commodities which involves natural resources such as food, petrol, gas, taxes and due to this high price shift, there would also be an increase in the level of poverty and a greater distinction in the socioeconomic status division.

The world would probably look a whole lot like this scene from the movie, Blade Runner by Scott Ridley as there will be a lack of trees, sunlight and natural resources such as animals. Everything in the world would be synthetic and technologically surrounded. There could also be acid rain as seen in the movie due to the previous damaging actions in which the world had participated in.

Leah Buechley: Design Futures: – New Craft – A Marriage of High and Low Tech 
Leah Buechley is an Assistant Professor at the MIT Media Lab where she directs the High-Low Tech research group.
http://web.media.mit.edu/~leah/
  1. Technology on paper -looking at what are the affordances of paper and  how might those translate into technology development
  2. Making resources that were previously available only for large companies accessible to individual, empowering people to design, engineer and build devices that integrate high and low technology –> role reversing the user is becoming the designer – make a living that way?
  3. Fabrics that conducts electricity – the electronic tank top, D.I.Y
  4. Put things in a different context and a different user/crowd comes up
  5. prototype: user experience across a ray of different age groups and context – material being crucial in design in helping lead the design process and innovation
Zach Kaplan and Keith Schacht – demo toys from the future 
Keith Schacht founded Inventables in 2002 with co-founder Zach Kaplan. The firm seeks out new materials, and new uses for new materials, bringing fresh ideas for business products and the world’s most amazing toys. Schacht has recently left Inventables to start a few new ventures, including the JobCoin listings service and Facebook’s Grow-a-Gift.
  1. when we see something that is unexpected, it changes our understandings of the way things work – how could this be applied in the world?
  2. the way you present your idea makes a huge difference – sell it as if it is for sale right now -the presentation that lets you fill in all the details about the experience is successful – mock up advertisement etc.
  3. make sure that when you create a future product that it works from the technical stand point
  4. diverse applications outlet derives from understanding material properties
  5. finding new uses for pre-exisiting material to cater to everyday uses

What I found most useful in today’s tutorial was the mini exercise where we imagined our business in each of our quadrants. It was interesting to see how different a business would cater according to each quadrant and that it would probably be more realistic to make the final world for assessment three not as extreme as the current four.

In catering to a high depletion of environmental resources and high split in socioeconomic status:

Who is in this world?

  • Customer/ end user – general demographic (as we are trying to bridge the socioeconomic gap where possible)
  • client – the government body
What do they need?
  • a new renewable and sustainable resources, at a low running cost, increase in employment opportunities
What can you as a designer provide?
  • Creating new sustainable technology that turns negative impacts into a positive outcome
  • e.g. converting Carbon dioxide into electricity

‘Democratizing the future: towards a new era of creativity and growth’

Josephine Green was appointed Senior Director of Trends and Strategy at Philips Design in 1997. She promotes new thinking and new knowledge in the fields of Foresight and Society, Cultures and People Research, and its application to strategic thinking, sustainable innovation and new value creation.

  1. Technology can drive growth but often fails to be sufficiently in tune with consumers’ needs and aspirations
  2. There is too much ‘stuff’ and a growing realization that filling the future with more and more consumer-driven technology and marketable goods does not necessarily guarantee higher growth, a better quality of life or even life itself, given the state of the planet – sole emphasis on the customer is no longer as important (there are weaknesses)
  3. New technologies allow for more freedom to choose resulting in greater self-determination and greater awareness which are then mirrored by greater complexity and greater responsibility. Although life becomes freeer, it is not easier
  4. Technology, productivity and efficiency has helped drive the industrial-consumer economy, but to the detriment of the environment, the poor and personal happiness.The costs begin to outweigh the benefits.
  5. More personalized futures are matched by the ability of these technologies to facilitate customization and empowerment.
‘Design Futures Council Leadership Summit on Sustainable Design’ 
Steven C. McConnell is an author of many software engineering textbooks including Code Complete, Rapid Development, and Software Estimation. In 1998, McConnell was named as one of the three most influential people in the software industry by Software Development Magazine.
  1. Opportunities for design to make a difference – where there is great needs and crisis, there is opportunities
  2. Create an environment where creativity can thrive: encourage collaborations, no private office in the firm, it is all about access and communications between all areas and specialities providing tools to allow them to create, tools interconnecting human performances characteristics to the design as well as some of the rapid analysis feedback – prove of concept being critical to value creation
  3. delivering on the promise of human performance – what is it about this place that can provoke extraordinary performance within this client’s enterprise and how does space meets and serve that objective, how does it become a strategic advantage
  4. investing in research
  5. extending skills in cost benefit proof and bringing intelligence to the argument, bringing together multi variant case with an intelligence client allow for significant increases in investment