About PaulyCass

I'm 19 & currently an undergraduate student studying a Bachelor of Design in Interior and Spatial Design at UTS. My interests include Alternative Music (both rap and rock, especially KanYe), Sports in general (particularly the NBA & NRL), Interior Architecture and most of all having a good laugh

Day Nine: “A Sudden Conclusion to a Semester’s Worth of Work”

I cannot believe today is already the closing day to this 3 week long subject. I remember having originally thinking that this subject would consist of dry, straightforward, essay business orientated assessments only a few weeks ago. Instead, to my surprise, it had actually turned out to be quite the stark opposite- an immersive, group induced subject that sparked a lot of questions in regards to how to cater for and design for upcoming, possible, future worlds.

I felt that through the framework of the assignments, I have learnt how to project and create future trends (through a couple of generated drivers of change), also learning how to cater toward these scenarios. I have also discovered a mass of diverse methods in presenting various aspects of future business through the use of a Design Pitch within the constraints of a group, focusing on areas such as; the Business model (finances, how we create value, how we get our product/service out there), as well as using Personas and Scenarios to engage clients on a deeper level of understanding, etc.

Lastly, I’d like to thank Annalise for the tutorials she provided and the manner in which she taught us during our lessons- which was in simple words very easy to grasp and succinct in every way. I’d also like to thank my fellow group members- Zoe Champion, Jake Lennon and Megan Taggart. Working amongst each other was not only interesting and thought provoking, but it actually turned out to be an enjoyable, learning process over these past few weeks (as we were also from different design backgrounds). Our final design pitch felt very successful due to the hard work each of us had collectively put in as a group. I honestly could not have asked for a better group. Thank you.

Day Eight: “Preparing the Design Pitch”

Today we spent the whole day revising over all our notes regarding our upcoming design pitch for the big day tomorrow, further refining our PowerPoint slides and making sure that we had touched base in all aspects in regards to our service- InterSpace.

We also put together a video of the forum/pitch involving the CEO’s (the panel) through a variety of webcams featuring us, the design cast, speaking and explaining our concept and proposal. In doing this through a separated room, we are able to show that lack of communication from our future world. Obviously this is no way to communicate successfully in a Design Pitch, especially when we aspire to bring people together. Eventually we enter the meeting room, make that personal connection of shaking hands with our CEO’s and continue on with our proposal.

Obviously we must make sure that our design pitch must be selective in regards to which clients we pursue, as this saves time, resources and money. The ability to identify an ideal target market, which in our case are the corporate workers, will improve our business’ success.1

Below are our two scenarios we will be utilising during our pitch:

We’ll also be using a persona within scenario writing during our pitch, visually depicting life scenarios with & without InterSpace. This was helpful early on, able to assist us during the development phase- as we now can identify targeted consumer needs as well as determine potential paths of user interaction as well as identifying user needs.2

All in all, I’m very confident with our concept, overall pitch, as well as the design team and the members within. We have thoroughly prepared over the past two weeks, and haven’t fallen off track at all this year from start to finish. Bring on tomorrow!!!

References:

  1. HOW Design. 2008. HOW: Making the Perfect Pitch. [ONLINE] Available at: http://www.howdesign.com/design-business/clients/perfect-pitch/. [Accessed 10 July 12]
  2. PARSE. 2012. Strengthen Your Design Process With Narratives. [ONLINE] Available at: http://parse.howdesign.com/professional_development/strengthen-your-design-process-with-narratives/. [Accessed 10 July 12]

Day Seven: “Rural Spread vs. Environmental Degradation”

The above poster is the future scenario I created within my team, the drivers of change being Rural Spread vs. Environmental Degradation.

Our presentations remained constant in the sense that we were offering an optimised space used mainly for communication, providing an interconnecting base. Although everyone had a niche market, which slightly altered the purpose of the proposed service (mine in particular was about connecting community leaders). A common theme throughout our posters was the motif in the corner, showing a birds eye view (which further gave a more detailed view of the scenario at hand). Our poster’s in the end joined together and tied in with the motif, showing a diversity of Scenarios.

Overall, I was very pleased with our oral presentation on a collective level, as each member of the group developed their scenario comprehensively to the brief.

The speech follows below:

Today’s world, or whatever is left of it, has become a desolate and almost uninhabitable wasteland- all our natural resources have slowly dwindled and diminished from the face of the earth. All that’s left now is toxic, infertile, cracked land and water- ruined by the open cut mining and industrial pollution, as well as the rural spread of insufficient consumers over the last twenty years, all promoted by past government systems.

Our planet in recent years has become completely devoid of the flora and fauna we once boasted but evidently never took for granted. Emissions have led to global warming; striking our world in a disastrous way- the harsh, scorching, humid atmosphere has further shrunk our life expectancy to a number pinpointed at around 55.

Who would’ve thought our planet’s ecosystem could draw direct comparisons to Mars?

All that remains nowadays are these cold steel en-casements we live in called our “homes,” sparsely dispersed and scattered all over this dystopic globe. Unreliable, self-funded public transport is the only way we get around these days, but how long will that last? Our once connected lifestyle has turned remote and lost, unfulfilling that craving and inner desire to connect with each other and advance- that inner sense of belonging and achievement.

Today our secular divisions across the world are governed by self-appointed representatives of what life is left of each community, since the Government has betrayed us time after time. Our leaders eventually lost hope in humanity, vanishing one by one over the years due to the realisation of the obvious flaws and successive nosedive of their master plan, which was to scatter self-sufficient colonies all over the planet to consume on what resources we have left due to population density. The only way we connect these days is through trading and sharing our resources, as the will to survive and exist is the only thing that still lives on. Communications have suffered as a result, as we don’t have enough resources and must concentrate on living firsthand.

As a firm, Spatial aspires to address the lack of direction prevalent in our current world, looking for a way to create a virtual platform that runs self-sufficiently for the remaining innovators and leaders of each secular division.

We will garner the best designers from each division through the advertising of our firm (mainly on public transport and word-of-mouth. This proposed platform will provide an investigative ground to realistically test out ideas and tactics (without using real resources), preventing further harm to the already desolate environment.

We will look to re-power the dead, communication satellites setup throughout the world, through the re-implementation of solar energy- since the sun is at its peak and is always prevalent, thus providing limitless, resource free energy.

For additional funds and revenue, each community participating will be charged a fixed tax- as this firm will serve and look to give these people a world to look forward to in time.

Day Six: “The Emergence of Collaborative Consumption”

Collaborative consumption, labelled by Time Magazine as one of the ten ideas that will change the world1, is an emergent movement whereby a culture of ‘what’s mine is yours’ is invented through the peer to peer exchanging of goods. Gagan Mehra interprets Collaborative Consumption to be a matching of suppliers with consumers in a large-scale manner. According to Lauren Anderson from Collaborative Consumption, this change might be as extreme as the Industrial Revolution (as the “me” in the Industrial Revolution will be replaced by “we”).2

This movement can ultimately be interpreted as a cure to consumer guilt (one of the issues I touched on a couple of days ago). Users aren’t actually wasting away their consumer products/services as sharing is a cleaner, fresher alternative to owning (which only leads to clutter due to lack of space). Is this movement a reaction to the fact that we can no longer afford to personally own so many things?3 We don’t constantly use the products and services we own, so why not share/sell them amongst ourselves and make a little money on the side?

4

It’s a fact this movement is quickly setting a trend in the post-modern technological era, as what started online as the sharing of information has quickly turned into a full-fledged economy, with individuals sharing their homes, cars and skills with the help of computers and mobile smartphones.5 There are an endless amount of services online that cover these examples, such as; ebay.com, airbnb.com, zaarly.com, skillshare.com and craigslist.com.

To compliment this contemporary development, there are a variety of positive points to supplement this movement, such as; the obvious reduction of costs (hiring out shared resources such as furniture and other equipment could help you get your business started quickly), the increase in revenue (through renting idle goods and services as mentioned above) and the endless amount of relationships to be built (new customers and partnerships associations can only mean good things to your business, resulting in new opportunities).

References

  1. TIME. 2011. 10 Ideas That Will Change the World. [ONLINE] Available at: http://www.time.com/time/specials/packages/article/0,28804,2059521_2059717_2059710,00.html. [Accessed 04 July 12]
  2. TechCrunch.com/ Andrew Keen. 2011. Why The Collaborative Consumption Revolution Might Be As Significant As The Industrial Revolution (TCTV). [ONLINE] Available at: http://techcrunch.com/2011/11/14/why-the-collaborative-consumption-revolution-might-be-as-significant-as-the-industrial-revolution-tctv/. [Accessed 04 July 12]
  3. Article3/ Sona Makker. 2012. Collaborative Consumption: The Cure for Consumer Guilt?. [ONLINE] Available at: http://www.article-3.com/collaborative-consumption-the-cure-for-consumer-guilt-97705. [Accessed 04 July 12]
  4. Sona Makker, (2012), Unbounded-Marketplaces-Collaborative-Consumption [ONLINE]. Available at: http://www.article-3.com/wp-content/uploads/2012/06/Unbounded-Marketplaces-Collaborative-Consumption.jpg  [Accessed 04 July 12]
  5. Practical Commerce/ Gagan Mehra. 2012. Collaborative Consumption Can Help Your Ecommerce Business. [ONLINE] Available at: http://www.practicalecommerce.com/articles/3610-Collaborative-Consumption-Can-Help-Your-Ecommerce-Business. [Accessed 04 July 12]

a)      CollaborativeConsumption.com. 2011. Collaborative Consumption Hub. [ONLINE] Available at: http://www.collaborativeconsumption.com/the-movement/. [Accessed 04 July 12]

Day Five: “What Defines Innovation?”

It is interesting looking at the different types of innovations there are out there, how they became what they are and what level of thought needed to be applied. Each innovation involves some sort of design thinking, such as products like the Toyota Prius, the Intel Processor Chip sets and the Sony Walkman.

First off we have the more subtle and viable versions of innovation, which are named as evolutionary innovations, brought about by numerous smaller, incremental advances (stepping stones).

1

The Toyota Prius and the Intel Processor Chips are perfect examples of evolutionary innovation. Toyota continued to improve the technology behind the manufacturing of their cars, implementing new features year in year out. Just recently they have made a significant stride in regards to their new Prius being both energy and fuel efficient, used as a marketing tool to promote the car’s low impact to the environment, as well as it’s lower cost (when compared to regular vehicles).2

3

Similarly, the Intel Processors have developed at an extreme level in the past decade; the newer, incremental chip sets are release on a yearly basis. Intel has a range of chipsets suited to the different types of computers (Notebooks, Netbooks, Towers, Tablets, etc.)4

And secondly we have the revolutionary innovations, which necessitate a larger amount of user-learning, often disrupting the consumer’s routine, and may even require new behaviour patterns.

5

The level of risk is very high and this concept ties in directly with Guy Kawasaki’s jump curve theory (touched on in The Art of the Start earlier), that notion of breaking old Design Thinking patterns to avoid incremental innovation and try to reach a brand new market altogether, which is where exactly Sony’s Walkman fits in, as they invented the first tape-based, portable device which played music conveniently.6 This most definitely shuffled and transformed consumers lifestyle, changing the way they listened to music, which turned out to be music to their ears. Even though the experience was very different due to portability reasons, one must understand that the core technology was already invented and used as a base for this innovation.

References

  1. World’s Car Viewer, (2011), toyota-prius-hybrid-04 [ONLINE]. Available at: http://world-viewer.com/data_images/toyota-prius-hybrid/toyota-prius-hybrid-04.jpg  [Accessed 03 July 12]
  2. Brown, T., 2009. Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. 1st ed. New York: HarperCollins Publishers
  3. ProductWiki, (2008), intel_core_i7_1 [ONLINE]. Available at: http://www.productwiki.com/upload/images/intel_core_i7_1.png  [Accessed 03 July 12]
  4. Intel. 2012. About Intel Processor Numbers. [ONLINE] Available at: http://www.intel.com/content/www/us/en/processors/processor-numbers.html . [Accessed 03 July 12]
  5. Tumblr/ BroGamer, (2012), Sony-Tape [ONLINE]. Available at: http://media.tumblr.com/tumblr_lwz9kz14Ms1qjdg4s.jpg  [Accessed 03 July 12]
  6. Bright Hub/ Kristina Dems. 2011. Sony Walkman History. [ONLINE] Available at: http://www.brighthub.com/electronics/mp3/articles/117670.aspx . [Accessed 03 July 12]

Day Four: “Consumerism and It’s Flaws”

Are we, as humans, engrossed in novelty items- placing blind faith on innovative technology and its efficiency? Do we really have an “insatiable appetite, driven by a sense of anxiety ….. persuaded to spend money we don’t have, on things we don’t need, to create impressions that won’t last, on people we don’t care about.”1

Tim Jackson’s video brought up a multitude of evident flaws regarding the psyche, attitudes and behaviours of the average consumer in the Western World. I don’t believe that all consumers on a holistic level are unethical and mean to waste materials on new, efficient technology- we are just individuals that love advanced developments that do different things and I think that tends to overpower the negativities (in reference to sustainability). But what’s wrong with that? If you think about it, don’t consumers have the right to be selfish?2 They are the ones with the money and willingness to buy a specific, albeit novelty product for their explicit “needs.” Shouldn’t the designers of these corporate firms aspire and concentrate on providing sustainable products? Partial blame can most certainly be placed on them.

As a result, I believe it has to start with the larger corporations of our world, since there aren’t enough scaling social enterprises, such as Ecosia3, that hope for a more sustainable change.4 The larger corporations are the ones that generate large amounts of profits due to their market share and have the ability to change the world on a larger scale, they must step up and try to be more environmentally friendly- even if that means investing a portion of profits into enhancing their products to work cohesively in a projected sustainable world.

As a collective, civil society, we should aspire to become more meaningful and less materialistic. Companies need to make that move in looking to invest a share of their profits back into our natural resources in order to create a brighter, greener future- therefore replenishing and increasing the longevity of our natural surroundings.

References

  1. Ted/ Tim Jackson. 2010. Economic Reality Check. [ONLINE] Available at: http://www.ted.com/talks/tim_jackson_s_economic_reality_check.html. [Accessed 02 July 12]
  2. Beloved Brands/ Graham Robertson. 2012. Consumers are the Most Selfish animal on the Planet. [ONLINE] Available at: http://beloved-brands.com/2012/04/22/consumers-are-the-most-selfish-animal-on-the-planet/. [Accessed 02 July 12]
  3. Ecosia. 2008. Ecosia. [ONLINE] Available at: http://ecosia.org/. [Accessed 02 July 12]
  4. Ethical Corporation/ Toby Webb. 2012. Alternative capitalism: What’s the big idea? [ONLINE] Available at: http://www.ethicalcorp.com/business-strategy/alternative-capitalism-what%E2%80%99s-big-idea. [Accessed 02 July 12]

Day Three: “The True Value of Experience”

“An experience is not an amorphous construct; it is as real as an offering as any service, good or commodity.1

2

After reading the “Welcome to the Experience Economy” journal article, I have deduced that the value of the “experience” involves what companies do to get the awareness of their respective consumers. For example, how are you as a firm able to stimulate your consumer’s senses? How do you add that something ‘special’ to your service/product? And the most vital aspect of them all, how will consumers remember your service because of this added experience?

It occurs to me that the most important and the most often overlooked value of experiential marketing is that it allows you the unique opportunity to market to people when they are in a particular frame of mind. There are many companies of services/products that are able to take advantage of this sort of marketing, such as; Google, Nike, Adidas, Apple and Sports franchises (such as the NBA, NRL, NFL, etc.)

The Nike brand in particular is very successful when it comes to exploiting the experiential component of marketing, able to intertwine a common consumer experience with their running technology goods. Nike has only just recently jumped on this innovative, labelled “unconventional3” bandwagon, shifting their strategy from directly advertising their products to an experience- which allows their public consumers to openly participate and be inspired by their products through personalised, set experiences, such as the Nike Grid Analysis event.

“We don’t do advertising any more. We just do cool stuff, it sounds a bit wanky, but that’s just the way it is. Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people’s lives and digital allows us to do that.”- Simon Pestridge of Nike U.K.3

What’s most important is that the actual financial figures are able to back-up the experiential marketing strategy, proving to be extremely effective, as Nike  was able to reduce its costs directed toward advertising their product to 33%, down from 55% 10 years ago4, without losing sales.

References

  1. Pine II, B.J. & Gilmore, J.H., 1998. Welcome to the experience economy. Harvard Business Review, 76 (Issue 4), p98
  2. Pine II, B.J., 1998. Welcome to the experience economy. Harvard Business Review, [Online]. (Issue 4), 98. Available at: http://red-tape.info/Images/Welcome%20to%20the%20Experience%20Economy%20Pine%20and%20Gilmore.pdf [Accessed 27 June 2012]
  3. Brand Republic/ Gareth Jones. 2009. Nike: Just do digital. [ONLINE] Available at: http://www.brandrepublic.com/features/889695/. [Accessed 27 June 12]
  4. The New York Times/ Louise Story. 2007. The New Advertising Outlet: Your Life . [ONLINE] Available at: http://www.nytimes.com/2007/10/14/business/media/14ad.html?pagewanted=all. [Accessed 27 June 12]

a)      WordPress.com/ Jax Rant. 2010. Value of User Experience Design. [ONLINE] Available at: http://jaxinteractive.wordpress.com/2010/07/08/value-of-user-experience-design/. [Accessed 27 June 12]

b)      Nike Grid. 2010. Nike Grid. [ONLINE] Available at: http://www.nikegrid.com/. [Accessed 27 June 12]

c)      Blogspot, Verve Marketing. 2011. Experiential Nike Campaign. [ONLINE] Available at: http://vervemarketing.blogspot.com.au/2011/01/experiential-nike-campaign.html. [Accessed 27 June 12]