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Design Research + Strategy

Design Research + Strategy

I n i t i a l P r e m i s e

TRANSLATIONS Establish as analog film's ability of building virtual realities with architecture's ability of building material realities.

Representation | Image | Narrative

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L e a r n i n g t h e L a n g u a g e

VISUALIZATION is extracting information to enable conversation. It is an essential tool for developing ideas and collaborating, as an inclusive and additive process.

FACILITATING is constructing the environments in which understanding, questioning, and conversations are encouraged to engage in creative processes and collaboration.

L e a r n i n g t h e L a n g u a g e

RESEARCH is an immersive act for discovering and analyzing the context in relation to the different systems that live in it for designing appropriate solutions. A user-centered approach is imperative for relating needs and behaviors of individuals and collectives to gather insights beyond understanding to empathy.

INNOVATION is a value process of how an invention can become part a cultural framework.

1 Food Experiences CONTEXTUAL RESEARCH

2 Under Kitchen Sink APPLIED THEORY

3 Hunter Cattle Co. BUSINESS DEVELOPMENT

4 Target Retail Accelerator PROTOTYPING

5 Scenario Planning FUTURES STRATEGIES

1F o o d E x p e r i e n c e s

We define a “food experience” as any interaction with a food establishment or food event in Savannah. Within our exploration of the chosen case studies, we want to specifically investigate the following characteristics of the experience:

the role of storytelling potential use of local products customer base exisiting marketing efforts

We believe food experiences connect people, both local and visitors to Savannah, and we want to understand how...

We seek to explore what we assume are “tourist” and “local” food establishments within the downtown area, and use our research to create a definition for both. We want to make connections between these experiences and see how either category might benefit from each other’s practices.

The team came up with 25 insights from the translation of the data on the wall to clusters focuses in the voice of the users (tourists, locals, or establishment owners). From there were

chosen only five to push forward to design concepts. An opportunity map was created using these five insights.

1. Self education methods influence the information that customers obtain

2. Establishments’ mission for the community is to maintain locals’ engagement

3. People like to feel that they are part of the place they are visiting

4. Interactions add value to an experience

2U n d e r t h e K i t c h e n S i n k

The sink, as a node in a system of kitchen-specific relationships, is essential for conventional use of the kitchen. Issues arise when users interact with the existing infrastructure. Pipes, disposals, mold, condensation and clumsy organization reinforce the dominant paradigm. Opportunities: Enhance existing positive conditions Design an integrative kitchen system Rethink the organization of sink components The kitchen sink as a modular appliance unit

How can the space underneath a kitchen sink become at once designed & integrated

into the kitchen system?

In order to better understand the problem as it exists in users' homes, time and energy was invested in learning what was available to users, and how they interacted with existing solutions. The research uncovered insights about the relative importance of the kitchen sink in the kitchen system, as well as pain-points, patterns and themes.

The sink appliance represents a unique approach to establishing functional and meaninful connections

within the kitchen system.

THE CONSUMER For everyday cooks and for those on the go, in households all over the world, the kitchen sink appliance provides a revolutionary and holistic way of experiencing our homes from the kitchen. DESCRIPTION OF NEEDS Variable and inconsistent use of the space underneath the kitchen sink strongly indicated that this area needs to be streamlined.

3H u n t e r C a t t l e C o .

Branding

Customer Segmentation

Customer Opportunity Map

Alarmed by trends in commercial food production, the Ferguson family transformed their lives by creating a farm dedicated to

sustainable and humane agricultural practices. Hunter Cattle farm produces a range of products that meet both environmental, health and social demands. The Ferguson family welcomes the community to experience their family farm lifestyle and join in their mission to pro- mote healthy living and food through ease-of-access and example.

Competitor’s Analysis

PersonalityArchetypes

PersonalityAnalysis

BrandVoice

BrandPersonality Brandscape USPBrand DNA

Company Heritage

Driving Forces Attributes

Mission and Vision

Brand Personality Assesment

BRAND DNA

Regional system for food production and distribution within

a reach that considers resources, distances, markets, and

consumers.

Its goals are towards community sustainability.

Consumers value a better understanding of the source of

their food products, and a connection with the producers

of those goods.

Measures on-farm operations that consider physical and

psychological well-being of animals in their raising meth-

ods from birth to slaughter.

Animals are raised outdoors on pasture, their diet corre-

sponds to healthy growth goals and their lives are not lim-

ited to time spent at the farm.

Public opposition to commercial methods like battery cage

raised chickens is on the rise. Organizations and public

opinion agree on eliminating cruel practices exercised in

the name of more efficient production.

Integrated production system which practices are respon-

sible with natural and human resources. Three goals are

integrated in the practices: environmental health, economic

profitability, and social equity.

Sustainable livestock farming based on a pastured system

allows animals to eat what they are naturally supposed to,

which improves animal welfare, and benefits the environ-

ment by letting the animal feed itself and spread its manure.

The food movement, as a series of organized small mobi-

lizations is centered in pleasure and health, and moves

towards achieving environmental goals.

Family-run organizations and businesses create value that

directly contributes to the well-being of the family.

In this type of company, the customer can establish a close

relationship based on trust. Interactions are very personal,

which adds value to the customer experience.

Businesses want to build closer relationships with con-

sumers. While these relationships are based on trust, the

value is created through each intimate experience.

Supply NurtureBelongingNourishmentMotherlyCompassionateGenerous

PowerCourageFightVictoryTriumphConquestStrengthStrong ToughManly

DiscoverySelf- DiscoveryTrialFreedomQuestChallengeFreeIndependentAdventurous

Creative ActionFunTeasing SurpriseOriginalImaginativeIrreverentYouthfulEccentric

WittyHumorousEnergetic

WisdomKnowledgeDestinyAsceticismScholarEnlightenmentIntellectualDeepProfoundSpiritual

CalmBrilliantIsolatedScientific

ChangingEmpowermentMiracle

BraveForcefulAggressive

Self ConfidentEnthusiasticLearning

ProtectionControlMentoringOrganizedSystematicConservative

CreationCreativeOriginalArtisticExpressiveNewBeginningImaginationInspiration

ControlAuthorityOrderRule Role ModelResponsibilityIndisputable

LoveRomanticGlamourBeautyAestheticIntimacyGraceful

BelieveVisionImmortalityLegendMajestySuperiorityNobleVictor

IntelligentExtraordinaryHonorableTranscendenceRighteousCapableDistinctiveObsessive

FriendshipHelpAssociationTrustEmpathySociabilitySupport

PleasureSensualityPassionCharmSexyDesirableTemptingIndulgence

BelongBlendFit inRealisticEmpatheticEasy GoingFriendly

Willing to be abusedin order to be oneof a gang

FairDecisiveMajesticLeading

VirginityPurityCleanSimple

GentlenessSincereIncomplexUnselfish

FranknessOptimisticLivelyInnocence

SoftCherishableAffectionTender

ComfortingCaringRelaxed

CleverGiftMagical

DelightEvolvingTactful

SAGE

GUARDIAN

JESTERMAGICIAN

WARRIOR EXPLORER

LOVER

COMPANION

SEDUCER

RULER

INNOCENT

NURTURER

CREATOR

REGULAR GUY

HERO

70%15%

15%

Relational

Authentic

Attentive

Fair

Caring

Enabling

TASTE EXPERIENCE

HEALTHY LIVING

ECONOMY

SU

STA

INA

BLE

COMMUNITY

“Hunter Cattle is run by a very good family, all of the food is natural, and they have a good selection.”

RETIRED Victoria, age 60

“I grew up on a farm so I only eat organic and grass-fed food.”

HCC NEIGHBOR Kasey, age 47

“I need the produce to be consistent, as I need my dish to be consistent for my guest.”

RESTAURANT OWNER Roberto, age 34

“I have met the guys at Hunter Cattle, and we’ve worked together in the past.”

OTHER FARMER Dan, age 42

“When I purchase meat, I look at PRICE.”

STUDENT Trish, age 23

“A friend of mine told me their farm was really nice and interesting, so we went there once.”

EDUCATOR Caroline, age 48

“I like grass-fed meat and it is healthy for my baby”

HOUSEWIFE Abigall, age 24

“Since they have higher quality meat in the Farmer’s Market, I wanted to try it.”

SENIOR PROFESSIONAL Cathy, age 50

“Hunter Cattle is local, they use natural technology, and have friendly staff.”

ELITE TRENDER Jim, age 48

“I choose Hunter Cattle’s meat since it tastes good, and benefit my health.”

YOUNG PROFESSIONAL Allison, age 30

The ten customer profiles located within this

system show that the profiles have com-

monalities with one another. This is reflect-

ed by the connecting curves in the center

and by the broad segments marked in the

outer ring. These segments integrate various

characteristics from different customers and

some segments represent more than one

profile.

Target Consumer

Customer Segments

56

Adventurous

Online and Delivery

Mooma’s Store

Farmers’ Market

Grocery Store

Restaurant

Sense of Belonging

PhilanthropicPrice, Quality

Exclusive ProductFullfil Life H

appiness

Safety

Achievement

Prestige Product

Explore New TasteCurious

FamilySustainable Lifestyle

Bud

get

Cons

ciou

s

Spec

ial O

ccas

ion

Impu

lse B

uyin

g

Buy b

y Tasti

ng

Buy by Preference

Buy

for

Fam

ily

Hea

lth

Cons

ciou

s

Per

ceiv

ed V

alue

Sam

plin

g

Kno

wle

dge

Wor

d of

Mou

th

Enviro

nmen

tal

Support

Loca

l

Reco

mm

enda

tion

Trus

t

Enjo

y En

viro

nmen

t

T

H E C S T H E C S T

H

E

C

S

Customer Behavior Psychographic

G

eogr

aphy

CustomerSegment

10

10

9 59

10

6

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BENEFITS FOR YOUR

LIFE

FOOD TO CONSTRUCTCOMMUNITY

PLEASURES OF THE FARM

TRY SOMETHING NEW AT THE

FARM

EXPERIENCE THE FARM - SHARE THE

FARM

MAKE IT A GOOD-

LOOKING MEAT

MEET & EAT WITH THE

LOCALS

BRING THE FARM TOUR

TO THE MARKET

SHOW METHE

DATA

GOOD FOOD IS ABOUT SECURITY

FARMINGBEHIND THE

SCENES

REWARD FOR

SHARE

EXPLORE THE TASTES

LET THE TASTE TALK

FARM ATYOUR

CONVENIENCE

TASTE GUIDELINE

TAKE A RIDE TO THE FARM

DELIVEREDFARM

EXPERIENCE

Studying the patterns in the customer

segment map show Hunter Cattle

Company insights about the customers

and their preferences for Hunter Cattle

Company’s products and services.

These insights help to understand the

positioning of the customer within

the business and are translated

into opportunities for Hunter Cattle

Company. These opportunities are

displayed in the outer bubbles as catchy

phrases and represent various ideas

for product or service concepts within

Hunter Cattle Company’s business

objectives. The next pages explain each

opportunity in detail.

Market Opportunity

Customer Opportunity Map

4T a r g e t R e t a i l A c c e l e r a t o r

With this challenge, Team SCAD SERV set out to create a comprehensive user experience that enhances each of the four key areas of interest identified by TARGET. Through contextual research SCAD SERV developed insights into problem areas and breakdowns in the TARGET shop per experience.With these insights we identified three pillars forming the backbone of our service design: Prepare, Locate & Connect.

stored

Saves settings and stores cr

Agreement served on secure Target server

App downloads on mobile device

Terms & Conditions screen appears

Registration screen w/ fill in fields

appears

In-Store Mobile Device Shopping Experience Service Blueprint

user

Triggers:NeedsDesires

Sees advertizement for new Target In-Store Mobile Experience App

Downloads App Taps App icon to open App

Registers for App w/ Target and fills in

contact and personal info

Agrees w/ App terms and conditions

Sets user p

service evidence

tv/web/app adver-tizement

App Store

Email Confirma-

tion

app visible

App opens

employee visible

app invisible

employee invisible

supporting process

Sends agreement of terms and conditions

to secure Target server

5S c e n a r i o P l a n n i n g

In an ever growing ambiguous future, scenarios act as a guiding light, not for the what will be, but rather the what might be.

Research is the driver to... CONTINUE learning, DEVELOP foresight, CREATE possibilities, ELIMINATE assumptions, CHANGE perception, CONSTRUCT alternative environments, ALTER reality.

But we face some uncertainties in the way...

un-cer-tain-tie:noun

the degree to which future development and outcomes

are not predictable.

But certainty, is clearly visible too...

“predetermined elements: forces that we can anticipate with certainty, because we already see their early stages in the world today." Peter Schwartz, Inevitable Surprises

Scenario Planning is about FUTURES.

Trends & Drivers

du

More home schooling

Life long learning

Early childhood

education

Lack of nutritionaleducation

EDUCATIO

N PROGRAMS

GETTIN

G RID O

F ACTIV

ITIES

GAMIFICATION

IN EDUCATION

Rise of higher education

(especially for wom

an)

Technology in education allows

for personalizing schedule

Support from government for technology in education E

PHOTO

IMAGINATIVE PL

AY

FREEDOM TO LETKIDS EXPLORE

thHFast food more

Technology medical care

Increase in metal

illness due to age

Sho

rter l

ifeEx

pec

tanc

ies

(Poo

r hea

lth)

Childhood Obesity

Niche Aging

SERVICE ECONOMY

DECL

INE I

N GL

OBA

LEC

ONO

MY

EXPER

IENCE E

CONOMY

Internet shopping

Incr

ease

of F

ree

Trad

e

Rise in cost of living means less family supportEconomic factors are priority

Corporation pressure interest

Rise in consumer power

Economic drives to be more ecient

More competitive job market

conE

Satu

rate

d o

er in

mar

ket

(cons

umer

has

mor

e pro

duct

)

GLOBAL CURRENCY SUSTAINABLE

INVESTMENT

RECE

SSIO

NS

Price of oil aecting production of plastics

Ba rtering systems

Micro funding

Economic Competitiveness

SUS TAINABLE BUSINESS

MODELS

Corp

orat

e M

obilit

y

nmt

T

Socia

l med

ia as

a to

ol for n

etwork

ing

Outsourcing of manufacture and products

Tech

nology in educa

tion

allows f

or perso

nalizin

g schedule

Pow

erfu

l mas

s com

mun

icat

ion

and

glo

bal m

edia

Technology comm

unications – human relationship

TECHNOLOGY VALUE IN EVERYDAY LIFE

3D PRINTING

MANUFACTURE CHANGEAdvanced fertility

Technology

NEW EN

ERGY

SOURC

ES

IMPROVEM

ENTS

IN MATERIAL TECHNOLOGY

NANOTECHNOLOGY

CYBORGS

VOLUBILITY OF MATERIAL’S COAST (PLASTIC)

ROBOT TECH

EXPLORATION OF NEW LANDS

TECHNOLOGY ON ENTERTAINMENT/

OBJECTS/ PRODUCTS/ EXPERIENCESSHIFT IN TECHNOLOGY TRANSPORTATION

B IO-ENERGY

INTERACTIONOBJECTSUBIQUITOUS

INTERACTION

GENETIC ENGINEERING

BIO

-PLA

STIC

S

NANO

TECHNOLOGY

Investment In clean Tech

Your head in the cloud

Hand prints not foot prints

Cloud Technology

ech

CEnglish, Chinese, Spanish become

main languages of the world

Sub culture, TribalismMORE HYBRID CULTURE

BY CULTURE BORROWING

TERR

ORI

SM A

RGU

MEN

T AN

DRE

SIST

ANCE

ON

GLO

BALI

ZATI

ON

BLEND OF CULTURAL

DIFFERENCE

CULTURE

BECOM

E MORE

ALIK

E

BY PO

P CULT

URE

People

stop

believ

ing in re

ligion

Cultural Fusion

ul

E

Pressure to

be socia

lly

environmentally

consci

ous

Extinction of species

L ACK OF OUTDOOR SPACE

IN URBAN PLANNING

SCARCITY OF RESOURCESUSE OF FOSSIL FUELS AND COALS

WASTEFUL LIFESTYLES/ DISPOSABLE

FIND OTHER PLANETS TO LIVE ON

POLI

CE S

TATE

CLI

MAT

E

FOO

D TH

AT

LASTS FOREVER

CONTROLLABLE CLIMATE

GROWING FOOD,WATER & ENERGY NEXUS

FOOD SHORTAGE

Di usion of power

Scarce materials

Toys that generate household energy

Nature is over

Garbage island plastics

Extreme weather cycleAwareness of toxins in plastics

Genetically enhanced food sources

THE CREATIVE CLASS

Rise of U

rban and cosmopolita

n cities

Extended familie

s

IN-VITROKIDS

S Social Media

Celebrit

ies ar

e hea

vily i

nfluen

tial

in m

akin

g older

par

ents

socia

lly ac

cepta

ble

More access to information

Both parents work

Generational social norms

Sex diversity (Marketing, etc.)

Soci

al m

edia

as a

tool

fo

r per

sona

l exp

osur

e

Social norms + concept of m

orality is shifting

Celebrities expose themselves for fame

Urban high density

Mobility between people in real w

orld

Increase in immigration due to globalization

Growth of p

opulation

in urban sp

aces a

reas

Rise of videogames

TV / Indoor activitiesHow leisure is valued

Increasing in world’s population

(more people alive)

Fear of the tools, value of privacy

Mob

ility

bet

wee

n pe

ople

(virt

ual w

orld

)

Shared responsibility with other families

CHANGE OF PRIORITIES(TRAVEL AND WORK VS. FAMILY)

CONGLOMERATES IN POWER

WITH PRIVATE INTEREST

MORE MATERIALISTIC

LIFE STYLE

RISE

IN SO

CIAL

INNO

VATI

ON

KIDS AS WORKERS

CHILD LABOR

THE WID

ER GAP BETWEEN

RICH AND POOR PEOPLE

TV INFLUENCEON PARENTING

HIGH STATUS STRESS

FAMILIES W

ITHOUT

PARENTS

Indi

vidu

al e

mpo

wer

men

t

Sustainables communities

Urban redevelopment

Very lonely people

Rising middle class in china and india

Livin

g alo

ne Is

the n

ew n

orm

Sing

le p

aren

t fa

milyToo old/too young

parents

oc

OPEN COMMUNITIES

P Security and information

Remote classroom

connections all over the world

RISE OF COST OF LIVING

RAISING CHILDREN

POLICIES IN W

ASTE

MANAGEMENT

RISE OF REGIONAL STATE(BECAUSE OF POLICIESAND REGULATION)

BLUE COLLAR JO

B DISPLACEM

ENT

DUE TO

USE OF RO

BOTS

GO

VERN

MEN

TRE

GU

LATI

ON

PO

LICI

ES

Head start: government funded

programs for early childhood

Manufacture – Government

interests pressure

Immigration control become more strict

WIDER SCOPE FOR REGIONALINSTABILITY

ONE COUNTRY

RISE

OF

NON-

STAT

ES

(SEL

F-CO

NTAI

NED

CITI

ES)

INFRASTRUCTURE

NO

MO

RE SOCIAL STATUS

Co-design within community governments

Leveraging social networks (politically)

BICYCLING AS AN INDIVIDUAL STATEMENT

SEI

TR

AP L

ACI

TIL

OP

ON

Free birth control (Through obamacare)

De-nationalization

ol

Fragmented world

The technological advances evolve in a way that only few people get benefit from it

The few remaining natural resources are onle for the privileged

Scarcity of resourcesFood, energy, space, clean environments

One Nation-earth

The technological advances evolve in a way that everyone is

highly intelligentThere is not scarcity of resources

anymore

Food technology, genetic engineering, nanotechnology,

new clean energy sources championed world’s problems

No poverty, no hunger

UniqueClass

Administrators

Robots

Lead

ers

High Class

Robots

Lower than low class

Our biggest dreams vs our biggest fears

Robot’s Era

Toys Toys

As companionshipand educational support(only for the privileged)

As companionship

and educational support

for everyoneScen

ario

opp

ortu

nity

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