Future, Made Real - Nadia Orlova, Design Strategist & Lead Researcher, Continuum

© 2011 Continuum LLC Proprietary & Confidential 1

11 May 2012

Ideation: The Future, Made Real By Nadia Orlova


About Continuum


We are an innovation design consultancy. We design experiences that improve people’s lives and drive business innovation. Continuum.


Building evolving global perspective with local sensibilities

Continuum has five studios located in Boston, Los Angeles, Milan, Seoul, and Shanghai.

Our interest in people motivates us to understand them in their worlds. We translate the insights we gather from around the globe into new businesses, products, and experiences.


Research Communities

Work Client Partnership

Account Services Global Collaboration

Design and Innovation

Products Services Brand Experiences

that make life better and grow businesses.

Consumer Non-Durables Emerging Markets Generations Health and Wellness Next Pleasure

Patterns of Innovation Psychology of Experience Social Innovation Sustainable Design Women and Children Business Dynamics

Expertise Continuum Consumer Strategy

Business Design Product Design Brand Design

Service Design Digital Design

Continuum Advanced Systems Human Centered Design Mechanical Engineering Electrical Engineering

Software Engineering

Our expertise spans a broad range of capabilities


Bringing more than one perspective to the challenge

Our teams are drawn from the diversity of expertise resident within our company. Each team is assembled to bring the right mix of skills and diversity of thought to ensure that we look at each challenge in more than one way. These intersections of perspective, expertise and inspiration complement the knowledge and skill of your team as we define new opportunities.


We turn insight into ideas, and ideas into reality OUR STRENGTHS

Continuum’s essence is about making things real, so we’ve developed a broad range of capabilities, ranging from a industrial design and mechanical engineering to prototyping and modeling. Whether it’s a product, service or completely new brand we have the capabilities to make it real.

One Laptop Per Child from ideation to product, created at Continuum for OLPC/MIT Media Lab


Moving the needle where it counts OUR STRENGTHS

Our business-oriented perspective that ensures your organization succeeds as it helps consumers. We understand that the business equation is a critical part of success, so we work to understand which metrics make sense and how they connect to consumer decision-making. Then we figure out what we can do together to make a difference that is measurable and meaningful.

PAMPERS / Understanding Moms

P&G’s first $6 billion brand SWIFFER / Enabling Aspirations

Creates a category REEBOK / Pure Innovation

Doubles sales to $2 billion


Ideation


BUSINESS

PEOPLE

APPROACH

Business as a lever to make a difference


Holistic solution APPROACH

MEANING

IDEA

EXPERIENCE


The recipe APPROACH

- Needs - Values -Aspirations

What are the User and Business criteria for the solution?

? MEANING

- Define the opportunity - Design principles

IDEA Define the touch points -  Product -  Service -  Space -  Digital -  Communication

EXPERIENCE

Find what is meaningful for people.

Ask the right question to reframe the challenge.

Define the opportunity that brings meaningful benefit for people an business that serve them. Define principles that will navigate the experience.

Use design principles to design total experience that best embodies the opportunity.


What are the User and Business criteria for the solution?

? - Needs - Values -Aspirations

MEANING


- Define the opportunity - Design principles

IDEA

Define the touch points -  Product -  Service -  Space -  Digital -  Communication

EXPERIENCE


Case Studies


How will the world bank in 2020? Our client, one of the globeʼs largest banks, asked us to define the banking experience of the future to drive their technology roadmap, branch evolution, and adaptation of service models to future states. We conducted contextual consumer and employee research across three continents to understand the needs of lead and core customers, the unbanked (future customers), and the employees who serve them.

BANK OF THE FUTURE


Understanding how people bank By carefully analyzing ethnographic data drawn from stakeholders, staff, and clients in different countries, we identified a series of critical customer needs.

BANK OF THE FUTURE

Research sites: Continuum interviewed and observed customers banking behaviors in Europe, the United States, and in emerging markets, such as Argentina and India.


Developing a customer-centric strategy In the past, the bank built its customersʼ trust by ensuring them stability and solidity—by promising to stay forever the same as it always had been. In a world where the customer has taken control, the bank of the future must become the guide that helps each customer reach his individual goals.

BANK OF THE FUTURE


We established core design principles BANK OF THE FUTURE

01 Accessible

Distribution Network

02 Consistent

User Interface

05 Holistic

Expertise & Solutions

04 Human

Understanding

03 Unified and

Universal Information

Convenient, trustworthy, and pervasive, these channels give customers a range of ways to fit banking easily into the shape of their lives.

Interaction with the bank is the same for customers at every touch-point.

Provide our clients with solutions custom-made to suit their needs.

Safe storage of comprehensive financial information and robust analytics to use this information to the customerʼs benefit.

Instead of selling to their customers, bank staff will work closely with them—to help clients understand what they really want from their financial futures, and map out the steps theyʼll need to get there.

As part of our analysis and envisioning phases, Continuum created a set of core design principles that guided all decision-making within the project and helped us to communicate the project beyond the core client team. These design principles continue to support and inform all our work with BBVA.


Easy Bank

Creating and designing the vision BANK OF THE FUTURE

Internet Banking Point of Sale Banking

Pocket Banking

Internet banking is the is the foundation of the experience. New banking interactions and customer acquisition at retail outlets.

Mobile to mobile banking facilitated by simple SMS and apps. The Easy Bank separates functions based on banking behaviors


Easy Bank

Turning the vision into reality BANK OF THE FUTURE

Internet Banking Point of Sale Banking Pocket Banking

Based on our customer-centric vision, Continuum then created an immersive banking experience and prototype inside BBVAʼs Center of Innovation in Madrid. The prototype in designed to simulate the experience of banking in the year 2020 and help communicate the value of the new distribution model to internal stakeholders, global thought leaders, and the media.


Designing multi-touchpoint system architecture BANK OF THE FUTURE

The bank of the future that we envisioned is an ecosystem of digital, physical, and human touch-points. It provides the customer the flexibility to operate across platforms and allows the bank the ability to scale across regions and to apply human and technology resources to the touch-points that are most impactful.


Consistent user interface and multi-channel solution

Our team defined how elements such as navigation, layout and information structure and hierarchy will adjust to a range of touch-points, and codified the brand, visual and interaction elements that will remain consistent across platforms.

BANK OF THE FUTURE


Building the prototype BANK OF THE FUTURE

Flagship

Pharmacy POS

Home

Drive Thru

Kiosk

Easy Bank

Small Shop


Prototyping the New Service Experience The bank of the future was prototyped in full scale to enable our team and our client to assess and refine the experience. This included creating experiential models of the physical touch-points and environments, as well as demonstrations of on-screen interactions. Role-playing enabled us to pressure test employee interactions and understand how the new digital tools worked.

BANK OF THE FUTURE


Engaging and Aligning the Organization Creating the immersive experience was not only critical for testing technology and refining services, but also for socializing this complex, far-reaching, multi-touch-point story with progressively larger audiences. The immersive experience allows stakeholders to understand the bank of the future from the perspective of the customer, the employee, and the bank.

BANK OF THE FUTURE


One laptop per child REVOLUTION BY DESIGN


One laptop per child REVOLUTION BY DESIGN


Access to a brighter world.


LEVERAGED FREEDOM CHAIR



ACITIVE COMFORT SIMPLE


Thank you

For more information, contact:

Nadia Orlova | Senior Design [email protected] M: +86 158 0096 1020 570 Yong Jia Road, Building 5, 3F, Shanghai, China 200031

永嘉路570号5 3 P: +86 (0) 21 6074 0555 F: +86 (0) 21 6074 0555