1. CONFIDENTIAL
October 26th 2012 Slide 2
THE NEW STRATEGIC ROLE OF DESIGN IN INNOVATION
CASE STUDY SANDENVENDO
CONFIDENTIAL
David Pas
Innovation & design consultant
David.pas@verhaert.com

2. CONFIDENTIAL
October 26th 2012 Slide 3
David Pas
Consultant Innovation & Design VERHAERT NEW PRODUCTS & SERVICES
Guest lecturer Productontwikkeling, Antwerpen
Design Coach ‘humin’
Design Ambassador ‘My Precious co-creation’
Stefaan Van Baelen
Sales Director SandenVendo

3. CONFIDENTIAL
October 26th 2012 Slide 4
about SandenVendo
The history of SandenVendo.
* 1931 - Vendorlator Inc. founded in Fresno, California
* 1937 - Vendo Co. founded in Kansas City, Missouri
* 1956 - Vendo Co. merger with Vendorlator Inc.
* 1961 - Subsidiaries established in Germany, France and Belgium
* 1965 - Setting up of production facility in Casale, Northern Italy
* 1967 - Subsidiary established in Spain
* 1988 - Vendo becomes part of the Sanden Corporation -
Largest manufacturer of beverage vendors
* 1997 - First expansion of the Casale factory, Italy
* 1999 - Second expansion of the Casale Factory, Italy
* 2000 - Additional offices established: Vendo France, Vendo Belgium
* 2001 - Additional offices established: Vendo France, Vendo Belgium
* 2002 - Start of cooler & coinage business in Europe
* 2002 - New factory established in Akagi, Japan
* 2005 - Vendo is renamed to SandenVendo
* 2011 - 50th Anniversary of European Operation

4. CONFIDENTIAL
October 26th 2012 Slide 5

5. CONFIDENTIAL
October 26th 2012 Slide 6
Sanden
global specialist in heating and
cooling technologies, is recognized as
one of the leading companies in
thermodynamics both in the
automotive industry and mobile
appliances such as food refrigeration.
Sanden with its 56 locations in 23
countries develops and produces
vending machines, refrigerated
showcases and especially
compressors for mobile air
conditioning systems.

6. CONFIDENTIAL
October 26th 2012 Slide 7
unique product beating the commodity
with innovation & design
1931 today

7. CONFIDENTIAL
October 26th 2012 Slide 8
other innovations
future

8. CONFIDENTIAL
October 26th 2012 Slide 9
case : Coffeeserver
self service desktop machine
without payment

9. CONFIDENTIAL
October 26th 2012 Slide 10
other markets
stand alone machine
payment system
countertop machine
operated by staff

10. CONFIDENTIAL
October 26th 2012 Slide 11
typical design brief from marketing
- a benchmark on cost and performance
- ‘white spots’ in the market based on facts & figures
- definition of target cost and specs to fill the ‘white spot’
POOR design brief !

11. CONFIDENTIAL
October 26th 2012 Slide 12
competitive advantage
COST DRIVEN
DIFFERENTIATION
3 key strategies
NICHE / FOCUS
difficult in existing market
without changing business model
- often viable, but how?
- on performance or experience ?
- strong brands can ‘do more’
the other way
- brand driven

12. CONFIDENTIAL
October 26th 2012 Slide 13
innovation focus
© Verhaert
product centric
innovation strategy
experience centric
innovation strategy

13. CONFIDENTIAL
October 26th 2012 Slide 14
design driver
© Verhaert
interface
DIFFERENTIATION ON
LOOK & FEEL
use in hotels, petrol stations,….
SELF SERVICE
attended area
without payement system
DIFFERENTIATION ON MAN
MACHINE INTERFACE
styling

14. CONFIDENTIAL
October 26th 2012 Slide 15
ENVIRONMENT
starting to use, observe & benchmark
product
serviceexperience
DESIGN
THINKING
INTERACTION
observation & benchmark

15. CONFIDENTIAL
October 26th 2012 Slide 16
setting the scope
human motivators
(Censydiam model)
POWER
ENJOYMENT
BELONGING
CONTROL
vitality
‘energetic’
recognition
‘classy’
retro concept

16. CONFIDENTIAL
October 26th 2012 Slide 17
starting to explore

17. CONFIDENTIAL
October 26th 2012 Slide 18
mapping the proposals
human motivators
(Censydiam model)
POWER
ENJOYMENT
BELONGING
CONTROL
young & female
trivial functional
energy
classy
retroconcept

18. CONFIDENTIAL
October 26th 2012 Slide 19
design driver
© Verhaert
interface
DIFFERENTIATION ON
LOOK & FEEL
use in hotels, petrol stations,….
SELF SERVICE
attended area
without payement system
DIFFERENTIATION ON MAN
MACHINE INTERFACE
styling

19. CONFIDENTIAL
October 26th 2012 Slide 20
flexibility ?

20. CONFIDENTIAL
October 26th 2012 Slide 21
mapping the proposals
novelty matrix
(R. Verganti)
EXISTING
OFFERINGS
incremental
revolutionary
NEW
CONSUMER
NEW
OFFERINGS
evolutionary
evolutionary
EXISTING
CONSUMER

21. CONFIDENTIAL
October 26th 2012 Slide 22
interface exploration
dirty touch panel
numerous buttons

22. CONFIDENTIAL
October 26th 2012 Slide 23
filtering and design iteration
retro meets high-tech

23. CONFIDENTIAL
October 26th 2012 Slide 24

24. CONFIDENTIAL
October 26th 2012 Slide 25
viable feasible
acceptable
design iteration
filtering and design iteration
ENGINEERING
MARKETING
ENGINEERING
REVIEW

25. CONFIDENTIAL
October 26th 2012 Slide 26
next step
DEMONSTRATOR
test acceptance of
user interface
and on
styling/perceived value
INNOVATION STRATEGY

26. CONFIDENTIAL
October 26th 2012 Slide 27
test software

27. CONFIDENTIAL
October 26th 2012 Slide 28
model

28. CONFIDENTIAL
October 26th 2012 Slide 29
Milan fair

29. CONFIDENTIAL
October 26th 2012 Slide 30

30. CONFIDENTIAL
October 26th 2012 Slide 31
status today
today
Q1 2012
Q3 2012
DETAILED DEVELOPMENT
DESIGN AS INPUT
FOR STRATEGY

31. CONFIDENTIAL
October 26th 2012 Slide 32
conclusion
product
serviceexperience
DESIGN
THINKING
STRATEGIC ROLE OF DESIGN
IN INNOVATION
helping to go beyond cost and
performance as drivers for innovation
helping to explore differentiation
strategies
helping to think about all touchpoints
helping to explore human motivators
…..
between all disciplines
1
2
3
4

32. CONFIDENTIAL
October 26th 2012 Slide 33
VERHAERT MASTERS IN INNOVATION®
Headquarters
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 00
fax +32 (0)3 254 10 08
ezine@verhaert.com
More at www.verhaert.com
VERHAERT MASTERS IN INNOVATION®
Netherlands
European Space Innovation Centre
Kapteynstraat 1
2201 BB Noordwijk (NL)
Tel: +31 (0)633 666 828
willard.vanderheijden@verhaert.com
More at www.verhaert.com
VERHAERT MASTERS IN INNOVATION®
helps companies and governments to innovate.
We design products and systems for organizations looking for new ways to provide value
for their customers.
We are a leading integrated product innovation center; creating technology platforms,
developing new products and business in parallel, hence facilitating new-growth strategies
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