1 February 8, 2007© Nokia 2007 Company Confidential1 © Nokia 2007

March, 16th 2007

DRAFT

Version 1.0

ONLY PLANET

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A project aims at providing students a uniqueopportunity to discover a new dimension indesign.

Allows students to explore elements of theirown culture as expressions of their identity.

Provides tools to construct a holistic viewthrough an interdisciplinary project combininginspiration from global trends, design influencesand local elements.

Only Planet projects have been carried out inFrance, Italy, Finland, Japan, China, Israel,

India, Russia, Egypt, Iran, Turkey, Estonia,Poland, Chile, Brazil and Argentina.

THE ONLY PLANET

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Explore the given global trends and mapthem to the local context by collecting visibleand hidden cues from the culture.

Identify possible manifestations and systemsof aesthetics and experiences in differentcountries.

Define new stimuli from the documentedresults which will inspire new experiencedesign scenarios for viable new product /developments in the future.

DISCOVERY

Design a family of product concepts thatwill articulate and create a holistic

experience which reflects the assignedtrends.

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Shift from products creation toexperiences creation

Without the creation of a focussedexperiences, a good product isjust another product

Every “total experience” needs a “story” to act asthe creative and the intellectual thread.

Three elements one story

BEHIND GOODPRODUCTS

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UNDERSTANDINGPEOPLE“ its all about people, we do it!”

The world is constantly changing and people’ sbehavior is subsequently evolving at a rapid pace

We need assumptions about progress,development or an evolution to provide direction.

Nothing is created based on one thought alone – itis formed through observations and informedintuition

Interpretations, Inspirations, and Connections.

Three elements one story

Describing a new phenomenathrough societal, consumer &

lifestyle trends

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People are different and can be groupedaccording to personal needs, values,attitudes, behaviors etc.

Consumer segmentation model help tounderstand for whom you will createproducts

Diffusions of trends often happens throughfrom Lead Users, to Mainstream toLaggards

SEGMENTS &DIFFUSION

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COLORS ANDMATERIALS

PEOPLE & NEEDS

’PRODUCT’

RETAIL ANDENVIRONMENT

PACKAGING

IDENTITIES

ENHANCEMENTS

ADVERTISING ANDCOMMUNICATIONS

SERVICES ANDAPPLICATIONS

PEOPLE & EXPERIENCESFrom concept to creation

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A holistic, interdisciplinary approach seekinginformation from multiple perspectives andsources

SOURCES OFINSPIRATION

Trend research & cultural analysis

Observation & visual evidence

Informed Intuition

Lifestyles & subcultures

Informant Networks & Expert interviews

Ethnography

Scenarios

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TRENDS

Change waves which can change the world we live in. New realities to which wewill have to adapt ourselves.

Dynamic motivations which will modify the value system, the moral and waysof thinking and behaving. These are ways of adapting ourselves to mega trends.

Trends describe future tendencies in consumer behavior i.e. consumers’attitudes towards consumption. Consumer trends are not simply creative andstylist impulses. But real needs for the society and its consumer-citizens.

Three elements one story

Mega trends

Societal trends

Consumer

Lifestyle trends

Future tendencies – assumptions aboutprogress, development or evolution of acertain thing.

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TRENDS AS TOOLS

TOOLS AND INFORMEDINTUITION ARE NEEDEDFOR PROVIDINGKNOWLEDGE ANDINSIGHT

MEGATREND

SOCIETALTRENDS

CONSUMER &LIFESTYLETRENDS

DESIGNTRENDS

COLORS &MATERIALSTRENDS

decades 10 years 5 years 6 months to 3 years

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Nokia Design believes in the power of life to create experiences.

EXPERIENCE LED DESIGNLocal manifestations

Global trends

People & Segments

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Experiences allow us to share a

mission and an understanding to

achieve a common goal in the group.

EXPERIENCELED DESIGN

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Influential Societal Trends

ONLY PLANET 2007

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The combinations of trends create the right mix to be applied toan innovative solution.

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• In this period of hard times (e.g. Iraq war, naturaldisasters, terrorism) people want a more positive attitudeand to be hopeful about the future.

• Optimism is also influenced by concerns about ecology,ethical consumption, government actions related issuesand green economies.

• Its not only about being green or ethical but morehumanistic, optimistic and responsible.

• Technologies can better provide information and supportas well as becoming more human, playful and engaging.

There has been a global rise in hope and optimism.People are becoming more conscious about what theybuy, and morals and ethics are becoming importantespecially among youth.

SEEKING OPTIMISM

People are using technologies toconnect, collect and enhance their

happiness

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• A disposable, throw-away and over-loaded society hascreated a non-committal attitude with the leading edge.

• People are now in search of something more honest andsmall scale.

• People want to associate with the “real thing” whichemphasises authenticity and know-how and offers thepossibility to personally participate.

• People need new ways to confront the endless selection toensure maximum satisfaction and experience.

More people are inspired by learning and the ability tohave a personal impact. Genuine and meaningful storiesare vital for differentiating experiences

GENUINE EXPERIENCES

Purchase and usage experiences arebecoming key differentiators.

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• Urbanization & immigration is creating flows betweendeveloped and developing countries, leading to theconvergence of cultures, trade, technology, and information.

• New cultural fusions will become important sources ofdesign, music, fashion, pop culture, etc.

• Newness is about hybridity, synergy, bricolage, andtransculturation,

• New forms of belonging and patterns of exchange areoccurring in the world.

• There exists an emergence of local communities based oncultural or religious traits.

The phenomena of new cultural from differentcountries will bring the next waves of newlifestyle trends and aspirations.

CULTURAL FLOWS

Spiritual, cultural and ethnic aspects arebecoming visible in mobile technologies.

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• Ad-hoc living, instant culture, and too much choice aredraining people.

• People feel trapped by their current busy lifestyles but don’twant to change them, instead they want more convenientproducts and services to sustain their hectic lifestyles,

• People are searching for feelings of security, convenience anddelight.

• Convenience is about: the basics & hidden subtle delights, aplayful balance through creativity, revitalization and play andsmart & intelligent products

People expect technology products to bring backconvenience – providing joy and support,personal experience & enabling more than ever.

CONVENIENCE

Demand for simplicity is not just about theproduct and interface, but will extend to largerecosystems = device ecosystems, services and

content.

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• Well-being is everywhere – work, home, travel, food, design,technology etc.

• It is about making a personal effort, preventive body care,self-medication, and active lifestyles.

• Concerns over “diseases of affluence or poverty”• Traditional networks have changed towards more virtual

relationships, hence problems are taken to outsiders to easeemotional baggage.

People are looking for well-being and balanceeverywhere. Many people are suffering from obesityand stress related diseases in developed countries,whereas same time many people are suffering lack ofproper nutriment.

WELLBEING

Technologies are providing support for differentaspects of well-being: information search, controlling,monitoring, coaching, advising, connecting, alarming

and relaxing.

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• Today, women are generally more well-off,independent and educated. Thus, the overallparticipation of women is increasing.

• Values that are traditionally perceived as feminine, areincreasingly changing cultures: tolerance, intuition,emotionality and ethics.

• Female ways of communicating and cooperation aregaining importance.

• Young technology savvy female generations arequickly closing the gender gap in technology.

More women are embracing technology as part of theirsocial and work lives. Products must increasinglycombine performance and style and take into accountelements and values of both genders.

GENDER SHIFT

Technologies are designed to bemore human, sensorial and tactile

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• Design now spans across disciplines of science, art, and thehumanities.

• Science and art/design are combining human and scienceto better interact with technologies.

• Artistic involvement in tech products is appreciated byconsumers and thus experiences falls between art, scienceand play.

• It makes technology more human, easily approachableand understandable.

The convergence of science, art and design are crucialwhen creating and introducing new tech innovations.They bring technologies closer to human senses andprovide deeper meaning

ART MEETS TECHNOLOGY

Tech innovations are gaining“a soul” through convergence

of art, design and science.

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• Consumers are struggling between increasing desire andpossibilities to share one’s life online (e.g. blogs and photosharing sites) and being careful and suspicious.

• Some people are very open-minded and not aware of allissues regarding privacy and security while others are morepragmatic, careful and hesitant to give much personalinformation.

• Both virtual security and physical protection are important.• Advances in network and sensor technology, growing risk of

identity theft are some concerns.

Consumers are trying to find the middle ground betweenprivacy and security as they face increasing pressures togive up some privacy in exchange for security andconvenience

SECURE & PRIVATE

Issues of privacy and security increasethrough the accessibility of technology.

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• Despite recent changes in family structures, the concept of‘home’ remains intense and significant.

• Mobility changes the meaning of home where it canextend to various places such as work, car, 2nd home, 3rd

places such as cafes, etc. - easily switch between home,work and leisure contexts.

• The home is no longer a place to escape from, but adestination in its own right.

After the out-going decade of the 90s, the home isstarting to replace the street as a place to gather, debate,chill and network. The concept of ‘being at home’ isextending to other contexts

NEW HOMES

People are increasingly customising andpersonalising their homes.

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• People will be driven by participation and prosumption viasocial media based on networking, media and devicemanagement, personal publishing, communication andmobility.

• The Digital offers benefits of instant ad hoc socialorganization and social networking increases and sharing andswapping become essentials

• People will increasingly blend the physical and the digital:sharing is increasingly linked to local and contextual places(blogs à geo tagging etc.).

Social media tools are creating more personalized andcontext based social architectures that change howpeople interact.

SOCIAL MEDIA

Technology is about expressing self,getting visibility, and even about

“virtual therapy”.

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Users want to be able do more things on their own, suchas advanced photographing and health monitoring. Theyare searching for smarter solutions that would enablethem to have more freedom and widen their hobbies &experiences.

DO IT YOURSELF

• People pursuing amateur activities to professional standards:taking professional-quality photos, producing own films,monitoring and keeping records of health and diet, controllingmoney usage or even monitoring energy consumption.

• People are engaged in digital crafting and hacking culture asknowledge and creativity have become social capital using simpletools and the internet to express themselves

• People make personalized or even totally uniquely customizedproducts that suit their purposes, taste and style. from purely managerial tasks to something

more meaningful: enjoyment, contentcreation and sharing.

TOP PRO-AM ACTIVITIES1. Gardening2. DIY/Home improvement3. Sports4. Arts and crafts, eg

painting/pottery5. Photography

Source: Mori/Demos

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New inexpensive technology solutions will diminish thedigital gap between those who do and those who do nothave access to digital world. Mobile technology will takeon different usages compared with the past.

One laptop for every Libyan child by 2008

LEAPFROGGING TECH

• Developing and remote areas of developed markets will beable to have access to more digital communication andmedia.

• New users will come online through mobile devices as newusages are driven by new social connections andcommunication needs.

• Locally accommodated technology will give the opportunityfor people to improve their quality of life and economicsituation.

• Already many communities have created self-sustainableeconomic, health and learning centers through utilizing newtechnologies.

People will directly adopt moresophisticated technologies and for manythe first experiences of multimedia such

as gaming, video and intranet will bethrough their handheld device

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methodology

ONLY PLANET 2007

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Identifying the global trend in the local context (to be develop in 1.5 weeks)

• What is visible today? Direct and indirect cues of the chosen global trends such asobjects, images, places, behaviors, values, attitudes, relations, movements, etc.• i.e. combining Gender shift + Experiences + Leapfrogging Tech

• Identify people who influence as well as those are influenced by the chosen trends

• Identify current situations & phenomena; making visual maps & short descriptions ofconcepts

Arts Technology Fashion

Design Architecture Games& toys

Food

Events

Global TrendLocal Manifestation

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Analysis

• Find the connections and relationships between the trends and local manifestation :drivers, influences, commonalities, differences, patterns, parameters and directions.

• Identify a target group of people of the chosen trends.

• Create a character of this group inspired from the analysis of the material gathered.

• Create a user narrative, highlighting the needs, aspiration and usage patterns that youfeel the character wants to fulfill.

• Generate Experience Scenarios inspired by the trend analysis and the user narrative.

• Develop & illustrate a story-boards of the experiences.

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Design Development

• Develop a strategy for a future holistic experience and design products that best reflects theinfluences of the chosen trends (intersecting two of them)

• The product concepts should be design to fit into a product family language to fulfill theexperiences through their look and feel.

• Throughout the project we will utilize an open-mode, closed-mode approach in whichworkshops & brainstorming sessions are conducted for idea generation, elaboration andfiltering the development of the project

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Process proposal

• The working teams will be composed by 5 to 6 students.

• Each team will be allocated a combination of two specific global trends from which they willcreate product concepts for the experience platform they had created.

• The process will be kicked-off at a briefing session for the Only Planet participants by NokiaDesign at their University.

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Process proposal

• The rest of the working sessions of the project should be organized locally by theparticipants and led by the University tutors.

• Structuring, filtering and documenting the results as input for the concept developmentshould occur between workshops.

• Nokia Design will be present at the mid point of the project to provide further guidance.

• In the concept development phase scenarios will be chosen to be elaborated, creatingdescriptions and justifications for each.

• Parallel to this there will be conceptualizations on the design of the appropriate productoffers in relation to the scenarios.

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Planning & deliverables

ONLY PLANET 2007

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Deliverables

• Boards which illustrate the translation of the chosen global trend in the local context.The visible and hidden signs of the local culture and conditions found by the groupthrough the exploration of the two trends.

• Story-boards with animations/illustrations of the user experiences created from peoplecentric scenarios that reflect the manifestations of those trends and the target groupinfluenced by them.

• A family of innovative product concepts that which create and articulate a holisticexperience presented on boards, animations and mock-ups.

• These new multimedia device concepts should reflect the influence of the local trendsand benefit from the new emerging technologies. They should aim to be for 2012.

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Review & Milestones planning with Nokia Design

• Kickoff - Tuesday 08.05.07 at DuoCUniversity Project Brief presentation by Axel Meyer & Timo Veikkola from Nokia Design

• 1st review - Tuesday 03.07.07 at DuoCBy University Professors and Axel Meyer from Nokia Design

• Final delivery 14.08.07 at DuoCBy University Professors and Axel Meyer from Nokia Design

• Final presentation - 15.10.07 or 12.11.07 in Santiago, ChilePresence of Axel Meyer, William Sermon & Timo Veikkola from Nokia Design (tbc)

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AcknowledgementOnly Planet - Chile - project ownerAxel MeyerGroup Design Director, MultimediaNokia Design

Only Planet - SponsorBill SermonVP Design, MultimediaNokia Design

Only Planet –OwnerEero MiettinenDesign Director, Insights & InnovationsNokia Design

SpeakerTimo VeikkolaSenior Futures Specialist, Insights & InnovationsNokia Design

Only Planet –Projects CoordinatorMaria IsohanniCommunication Coordinator, Insights & InnovationsNokia Design

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Gracias.

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We are all shaping the future

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