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“Les responsables d’innovation continuent de
 rechercher la manière la plus efficace de
 marrier Design et Technologie.”

Paris 2.0
“So what’s next for technology and design? A lot
 less thinking about technology for technology’s
 sake, and a lot more thinking about design. Art
 humanises technology and makes it
 understandable. Design is needed to make sense
 of information overload. It is why art and design
 will rise in importance during this century as we
 try to make sense of all the possibilities that
 digital technology now affords.”

John Maeda
President, RISD
Huffington Post - 21 September 2009
“Technology is anthropology. It’s not the gear,
 it’s the people.”

Jose Antonio Vergas
Technology and Innovations Editor
Huffington Post - 21 September 2009
Alma Mbandla,       Bethlehem Mlungwana,   Mamadou Diallo,    Mzwonke Mayekiso,   Mankumkwane             Awa Diallo,
head of household   community leader       community leader   community leader    Dyanose, community      head of household
[South Africa]      [South Africa]         [Senegal]          [South Africa]      leader [South Africa]   [Senegal]
Endurance, reliability
                     Since the mobile phone is perceived as
                     a long-term investment like a car, it is
                     repaired rather than replaced, and used
                     for a much longer period of time by
                     each owner.
Informal repair culture




                    The cost and ubiquity of mobile phones
                    have given rise to an entirely new
                    profession and culture - the mobile phone
                    repairman, who builds a reputation based
                    on his innate technical ability to solve
                    challenges and repair phones.
                    .
Loss of investment




                     High unemployment, instability and
                     other factors lead to high crime rates.
                     Phones are easy to steal and dispose.
                     Everyone has either lost a phone or been
                     robbed of their phone.
Sharing and community
                  African communities are closely knit
                  based on a variety of factors such as tribal
                  affiliation and loyalty - often greater than
                  that to a nation, extended family
                  networks, social and religious affiliation
                  leading to greater communal sharing and
                  support of the aged, the young and the
                  infirm.
Learning




           Since the mobile phone is often the first
           ICT device for the majority of the lower
           income groups in Africa, it’s their first
           introduction to technology.
           The mobile is becoming a powerful
           platform for the dissemination of
           knowledge.
Emerging market research - Samsung                                       Our approach
                                                                            Understand
Experientia concluded various extensive research projects on mobile         Foresight
phone use in the African emerging market for Samsung.
                                                                            Concept generation
The project covered both qualitative ethnographic research and initial
design concept development, as well as foresight recommendations to
influence the companies' medium-term strategies.
Understanding driven design                                          Our approach
                                                                        Understand
Experientia activities:
                                                                        Foresight
understand local and mobile phone culture
                                                                        Concept generation
observe user activities and situations
help influence design strategy for mobile handsets
   conceptualize over 40 product, interface and service ideas
   define 5 opportunity spaces


Result:
   Samsung released several dedicated devices and applications at
    Barcelona GSMA’09 and in emerging markets
Research & Development                 1000 ideas

                                            Accademy            Companies




                                                                             100 opportunities
                                                  Experience
                                                  prototyping
From 1000 ideas to 1 product                      Venture capital
Supporting new product development
from its initial stages                                                5 alternatives
                                                       Design
Focus on improving the user experience

Experience prototyping to validate market
chances

Utilizing usability methods for prototype
positioning and evaluation                                    1 product/service




                                                                    multitude of experiences
                                                       Usability
                                                         test
Our Team


Camilla Masala      [service designer]                   Mark Vanderbeeken           [partner, strategic communications]

Claudia Weedermann              [interaction designer]   Michele Giannasi        [project manager]

Cristina Lobnik     [project manager]                    Michele Visciola      [partner and president, human factors and usability]

Elena Gianni     [designer & flash developer]            Miguel Cabanzo        [interaction designer]

Erin O’Loughlin      [editor]                            Paola Sales [user experience consultant]
Francesca Labrini       [communication designer]         Piermaria Cosina       [designer & flash developer]

Giovanni Buono       [usability consultant]              Pierpaolo Perotto [partner and CEO, strategic business consulting]
Giulia Stefani    [user experience consultant]           Raffaella Citterio [service designer]
Helena Kraus     [researcher]                            Rocio Tobon [strategic designer]
Irene Cassarino     [senior researcher]                  Shadi Lahham       [interaction designer & senior developer]

Jan-Christoph Zoels [partner, experience design]         Silvana Rosso [office manager]
Laura Polazzi     [senior user experience researcher]    Sofia Shores [project support]
Luca Troisi [industrial designer]                        Tal Drori   [senior designer]

Magda Passarella       [administration assistant]        Takumi Yoshida [industrial designer]
Manlio Cavallaro      [administration manager]           Yaniv Steiner     [director, R&D]
Experientia s.r.l.
Via Cesare Battisti 15
10123 Torino
Italy


T+39 011 812 9687
info@experientia.com
www.experientia.com

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Mark VANDERBEEKEN, Les Responsables d'innovation continuent de rechercher la manière la plus efficace pour marier Design et Technologie(PARIS 2.0,Sept 2009)

  • 1. “Les responsables d’innovation continuent de rechercher la manière la plus efficace de marrier Design et Technologie.” Paris 2.0
  • 2. “So what’s next for technology and design? A lot less thinking about technology for technology’s sake, and a lot more thinking about design. Art humanises technology and makes it understandable. Design is needed to make sense of information overload. It is why art and design will rise in importance during this century as we try to make sense of all the possibilities that digital technology now affords.” John Maeda President, RISD Huffington Post - 21 September 2009
  • 3. “Technology is anthropology. It’s not the gear, it’s the people.” Jose Antonio Vergas Technology and Innovations Editor Huffington Post - 21 September 2009
  • 4. Alma Mbandla, Bethlehem Mlungwana, Mamadou Diallo, Mzwonke Mayekiso, Mankumkwane Awa Diallo, head of household community leader community leader community leader Dyanose, community head of household [South Africa] [South Africa] [Senegal] [South Africa] leader [South Africa] [Senegal]
  • 5. Endurance, reliability Since the mobile phone is perceived as a long-term investment like a car, it is repaired rather than replaced, and used for a much longer period of time by each owner.
  • 6. Informal repair culture The cost and ubiquity of mobile phones have given rise to an entirely new profession and culture - the mobile phone repairman, who builds a reputation based on his innate technical ability to solve challenges and repair phones. .
  • 7. Loss of investment High unemployment, instability and other factors lead to high crime rates. Phones are easy to steal and dispose. Everyone has either lost a phone or been robbed of their phone.
  • 8. Sharing and community African communities are closely knit based on a variety of factors such as tribal affiliation and loyalty - often greater than that to a nation, extended family networks, social and religious affiliation leading to greater communal sharing and support of the aged, the young and the infirm.
  • 9. Learning Since the mobile phone is often the first ICT device for the majority of the lower income groups in Africa, it’s their first introduction to technology. The mobile is becoming a powerful platform for the dissemination of knowledge.
  • 10. Emerging market research - Samsung Our approach  Understand Experientia concluded various extensive research projects on mobile  Foresight phone use in the African emerging market for Samsung.  Concept generation The project covered both qualitative ethnographic research and initial design concept development, as well as foresight recommendations to influence the companies' medium-term strategies.
  • 11. Understanding driven design Our approach  Understand Experientia activities:  Foresight understand local and mobile phone culture  Concept generation observe user activities and situations help influence design strategy for mobile handsets  conceptualize over 40 product, interface and service ideas  define 5 opportunity spaces Result:  Samsung released several dedicated devices and applications at Barcelona GSMA’09 and in emerging markets
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Research & Development 1000 ideas Accademy Companies 100 opportunities Experience prototyping From 1000 ideas to 1 product Venture capital Supporting new product development from its initial stages 5 alternatives Design Focus on improving the user experience Experience prototyping to validate market chances Utilizing usability methods for prototype positioning and evaluation 1 product/service multitude of experiences Usability test
  • 18. Our Team Camilla Masala [service designer] Mark Vanderbeeken [partner, strategic communications] Claudia Weedermann [interaction designer] Michele Giannasi [project manager] Cristina Lobnik [project manager] Michele Visciola [partner and president, human factors and usability] Elena Gianni [designer & flash developer] Miguel Cabanzo [interaction designer] Erin O’Loughlin [editor] Paola Sales [user experience consultant] Francesca Labrini [communication designer] Piermaria Cosina [designer & flash developer] Giovanni Buono [usability consultant] Pierpaolo Perotto [partner and CEO, strategic business consulting] Giulia Stefani [user experience consultant] Raffaella Citterio [service designer] Helena Kraus [researcher] Rocio Tobon [strategic designer] Irene Cassarino [senior researcher] Shadi Lahham [interaction designer & senior developer] Jan-Christoph Zoels [partner, experience design] Silvana Rosso [office manager] Laura Polazzi [senior user experience researcher] Sofia Shores [project support] Luca Troisi [industrial designer] Tal Drori [senior designer] Magda Passarella [administration assistant] Takumi Yoshida [industrial designer] Manlio Cavallaro [administration manager] Yaniv Steiner [director, R&D]
  • 19. Experientia s.r.l. Via Cesare Battisti 15 10123 Torino Italy T+39 011 812 9687 info@experientia.com www.experientia.com