Final assignment - How might we gather insights and inspiration to design products and services for the modern 70 year old? - IDEO U (Isights for Innovation)

Insights for InnovationRaquel Félix Jan/Feb 2016

“Age is an issue of mind over matter. If you don't mind, it doesn't matter.”

(Mark Twain)


Mind over matter, say’s Mark Twain… but in the end there’s matter: products, services and experiences made by Men’s minds. So, we can´t ignore matter, but we can value our internal feelings over what “matter” offers us.

Society has been a strong and cruel sharper of perceptions when it comes to older persons. For the last decades, we watched ancients fall from a status of wisdom to a place of no knowledge, becoming lost and silenced burdens.

This paradigm changed before and it will change again, very soon.

The paradigm


“The number of “super-aged” countries – where more than one in five of the population is 65 or older – would reach 13 in 2020 and 34 in 2030.”

(Moody’s)

Bringing meaning and context

https://www.moodys.com/


• “Older persons are projected to exceed the number of children for the first time in 2047.

• In most countries, they support themselves financially with their own labour earnings, income from their assets, and through public transfers. In most countries with pertinent data, older persons make net financial contributions to younger family members until rather advanced ages.

• As countries develop and their populations continue to age, living alone or with a spouse only will likely become much more common among older people in the future.”

United Nations - World Population Ageing 2013

Bringing meaning and context

http://www.un.org/en/development/desa/population/publications/pdf/ageing/WorldPopulationAgeing2013.pdf

Insights for InnovationRaquel Félix Jan/Feb 2016Raquel Félix Jan/Feb 2016

Reframing the challenges

1.Designing new experiences

for the modern 70’s outside their

homes.

2.Before i go to sleep project.

Designing better bedside tables.


“We don’t stop playing because we grow old. We grow old because we stop playing.”

(George Bernard Shaw)



homes.

1. Challenge one


ShopSing

Church

Read Work

Cafe

Visit friends and

relatives

Watch TV

Not feeling

old

Value age

Feeling useful

Feeling independent

Worrying about their

children and grandchildren

Mall

Not identifying with

older people stuff and stereotypes



homes.

Worrying about

loneliness

Preserve autonomy

Having dreams and

desires

Market

Cinema

Friends and relatives homes

Theater

University

Excursions

Around the neighbourhood

Talk with neighbours

Walking (dog,

grandchildren)

Sing at choir

Urge to help

Play cards

Fishing

Gymnastics

Chat

Taking care of others

Alive

Active

Forgotten by society

Good internal

resources

Putting pictures on the frame


BEHAVIOURS • They do normal stuff, like everyone of us • They live in community and value that • They are very active and some are still working (they want to be useful)

SOCIAL PERCEPTIONS • Society tends to stereotype them in a negative way (sadly, simplistic,

unhealthy and useless)

SELF PERCEPTIONS AND VALUES • The body is older but not the mind (not feeling old) • They have in hands a new currency: time • They don’t like or identify with “older people stuff”

Backing up with main findings 1.Designing new experiences


homes.




homes.

Breaking and changing perceptions towards older persons. Shall we play?




homes.

Take 2 minutes and look deeper at the following images.





homes.

Have you identified with any of them?




homes.

What about the next images?





homes.

Better good looking stuff right! Nice spaces, happy people, fine design, fresh colours…




homes.

Now, imagine that you have 70 years old.




homes.

Take another minute and look at the same images again.






homes.

With which images have you identified the most?

Where would you like to be? What products would you like to use?




homes.

Imagining that you had 70 years old influenced your answer?




homes.

“If we detested cruises when we were younger, we are just as likely to hate them now. It's time business stopped peddling lazy,damaging stereotypes of older people.”

(Michele Hanson)


“We are all lumped together, from 60 to 90-plus. That’s a 30-year age range. No one would stuff 10-year-olds and 40-year-olds into the same category and try and sell them the same products. The over 60s do, and are, all sorts of different things. We’re just like you, but grown physically older. We still have individual personalities. We may one day need nappies, extra healthcare and special handles on the bath, but in the main, for as long as we can, we buy normal things: clothes, food, drink. We don’t have a special uniform or want a slop diet. We like all sorts of music.”

(Michele Hanson)



homes.

Making a statement


Let’s understand

existent ranges of ages and their contexts better.



homes.


1940 1955 1970 1985 2000 2015 2030 2045 2060

2016

Insights for Innovation

Raquel Félix Jan/Feb 2016

Fernanda was born (1939)

Hitler invades Norway

First atomic bomb.

World War II is over. Industry booms.

TV grows. LP’s, Polaroid and bikinis are introduced. Bebop emerges. Germany is split in

two. James Dean. Polio vaccine. Playboy

Magazine.Portugal’s dictator Salazar

War at the

Portuguese colonies

TV control remote

invented. Grace Kelly marries. The

EEC is created. NASA founded. LEGO is born. Castro

becomes dictator of Cuba.Berlin wall. The Beatles. Martin Luther

King. JFK

Fernanda is 31

Fernanda is 16

Portugal is a

dictatorship

Machines will replace human almost totally.

Fernanda is 46

Fernanda is 61

Fernanda is 76

Portugal at the

European Union

Fernanda will be 91

Raquel is 18

Raquel was born (1978)

Pocket Calculators. Elvis

is dead. Star Wars. Margaret Tatcher is the

first woman Prime Minister of the UK. Madre Teresa

wins the Nobel Prize.

Perestroika. Chernobyl.The

Oprah Winfrey Show. Berlin Wall falls. Nelson Mandela Free. Collapse

of the Soviet Union. Titanic movie.

Viagra.

EXPO 98 in

Portugal

EXPO 98 in

Portugal

Raquel is 37

New currency,

euro.

Raquel will be

52

Raquel will be 67

Raquel will be

82

Raquel will be

97

2075

New currency in Portugal,

euro.

Mapping the human

genome. World first cyborg. Invasion Iraque.

Web 2.0. You Tube. Facebook (social

networks). Technology boom. Google. 3D

printers

Concord crashes in France. Global economy

crashes. Barack Obama President of the USA. Water on the moon.

Major breakthrough in cancer research.

Major impact on

climate changes. Automated health

exams.

Space voyages.

driverless cars. Full time jobs will be reduced drastically. Construction

will use printed buildings.

Uploading emotion directly

into our brains. Cure for cancer. Them home will monitor you 24/7.

Possibility of a III World War. Able to speak

any language.

Portugal is no longer a

dictatorship(since 1974). Microsoft and

Apple are founded. The Muppet Show. Sony

introduces the walkman. Packman. Rubik’s

cube. ET.

Raquel is 6

Back ti the Future.

Coca Cola. MTV. World Wide Web.

Magic Johnson (NBA).Dolly the Sheep.

Harry Potter.


When you get to your 70’s, will you want different things from those that exist now? What will you want?

Let’s start to design them!



homes.


Maybe you don’t need a walking stick, but you would love to have one of this!



homes.


Some solutions 1.Designing new experiences


homes. Tell me your story! (How was it back on

the days?) Communities gathering

around storytellingRoom mates system (sharing homes against

isolation - together is better)

Mapping the neighbourhood (where are the things and the

people that matters to me?)

Teaching tech moments at the cafes (costumers

helping other customers)

Co-designing programs

(ergonomics, health,

education…)

Where to dance like the

60’s? (thematic parties)

New concept stores

Finding a new way of communicating with older persons

(they are not retarded or stupid!)

TaskRabbit for the 70’s

Walking sticks made on 3D

printers

Some companies actively employ older people (for example

Barclays’ Digital Eagles programme).


Cafe A Minhota

(Express your political opinion!

Every Tuesdays 15h/16h)

Rua S. José, 138

Catch the funicular and enjoy

your age! (Those with more than 65 have a

cheaper ticket and special seat)! Calçada da

Glória

Do you love to sing

but the only available place is at a church choir?

Why not? You don’t need to be religious… God won't

judge you for that ;) Igreja de S. Catarina Calçada do Combro Insights for Innovation

Open air market with

biological food (they know the difference between a cucumber

and courgette). Just like old times! (Weekends)

Praça Principe Real

FeirAlegria Handicraft ( Buy

or sell your things! It’s up to you (2nd & last weekends of the

month) Praça da Alegria

Map of Lisbon Area

Mapping the

neighbourhood

(where are the

things and the

people that matters

to me?)


“We love aged wine and distressed furniture, so why do we not appreciate the same features in people?”

Unknown



2. Challenge two


Table Lamp

Too small

Going to bathroom



Hand cream

Personal things

Bottle of water

Books

Alarm clock

Lipstick Religious things

Switching on/off the table lamp

Lack of functionality

Putting pictures on the frame


BEHAVIOURS AND FUNCTIONALITIES • They read before they go to bed (but not always on bed) • Waking up in the middle of the night • The bedside tables aren’t big enough • The switch could be easier to turn on and off

SOCIAL PERCEPTIONS • The 70’s bedside tables aren’t filled with boxes of pills • Their bedside tables look like a normal one

SELF PERCEPTIONS AND VALUES • They are aware of some physical limitations in terms of mobility, but it’s

doable

Backing up with main findings 2.Before i go to sleep project.





Some solutions

Integrated lamp

Charger for mobile phones

More space for books

Space for personal

things

Lateral spaceHigherAutomatic

switch

Nice design