This presentation was part of a design project in an university setting. The company Einböck is provider of sustainable soil (and grass) management. “Success on the farm”is the main motto. Success is equivalent in this context with a rich crop. Farming in future will and has to change. Based on the mega trend urbanizationan the threads of climate and soil issues also Einböck has to change. Farmers of today cannot deal with all challenges of the agricultural sectorin the fututre. Based on Einböck’s values, the opportunities on the markt and promising trends the company has to step on a new business path. http://designbusters.wordpress.com

1. 07.05.2013 IPM Master 2012 Strategic Design
I-M-Farming
A Possible Future ...

2. 07.05.2013 IPM Master 2012 Strategic Design
Roadmap
2020 2035 2050

3. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2020 | Personas
• Name: Angela
• Age: 26
• Status: In a relationship, no marriage/kids
• Job: PR Agent
• I am from a small town on the countryside, growing up by my family.
I liked the garden and to eat fresh vegetables and home-cooked meals
by my mom.
• I took a job in the big city. The move was somewhat difficult for me. I
have much work to do in my job and my free time is rare.
• I want to keep a healthy diet. Miss home and the garden.
• Some day I want to have kids and family, but I don’t want to give up
my career.
• convenience, saving time, feeling of nature and home

4. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2020 | Personas
• Name: Carl
• Age: 28
• Status: Single
• Job: Green IT Engineer
• I am always up on the newest technology and always wants to have the
new thing.
• At the same time I am extremely connected to nature. I am vegetarian
and one of my favorite hobbies in cooking.
• It is hard to get fresh vegetables where I live on a regular basis. The
only time I get fresh veggies is at the farmers market.
• freedom, self-sufficient, convenience, quality time, experience

5. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2020 | Personas
• Name: Susan
• Age: 30
• Status: Married, 2 kids
• Job: HR Department, part-time
• I recently had a huge health scare with my father when he had a heart
attack. He is fine now, but that was not the first time there was a heart
problem in her family.
• I was brought up with a diet that would not be considered healthy.
• I want to start eating healthier so that I bring my children up eating
healthy.
• weight reduction, healthy life style, role model for her kids, own
garden

6. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2020 | Design Styles
Main Frame
Organic Volume
Material & Metaphor
Classic Vision
User Interface
Human Simplicity

7. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2020 | Key Design Elements
Main Frame
Organic Volume
Material & Metaphor
Classic Vision
User Interface
Human Simplicity

8. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2020 | Materials
Wood Steel Glass
Side
Panels
Frame Window

9. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2020 | Look & Feel

10. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2020 | Look & Feel UI

11. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2035 | Personas
• I love getting to know new people. I am always willing to lend a
helping hand.
• As an entrepreneur, I am always looking for interesting and new ways
to do things in my daily life. I have always loved cooking and
gardening, but being in the city makes it very difficul.
• I have a few plants on my balcony, but I am looking for a chance to
expand my garden.
• reconnect with nature, stay in the city to make the world a better
place, spend quality time
• Name: Julian
• Age: 28
• Status: Open relationship
• Job: Social Entrepreneur

12. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2035 | Personas
• Anna has grown apart from the life she used to live out in the countryside.
• I do not want to live in the city forever, but I know that I only have a couple more years
of living this hectic life of a designer.
• I would like to start a little garden, but I feel that I do not have the time to do so. I am a
health fanatic and growing my own vegetables would be a good hobby.
• quality time, convenience, relaxation, simplification
• Name: Anna
• Age: 56
• Status: Divorced & re-married, 1 kid (adult)
• Job: Designer

13. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2035 | Design Style
Main Frame
Organic Volume
Material & Metaphor
Classic Vision
User Interface
Human Simplicity

14. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2035 | Key Design Elements
Main Frame
Organic Volume
Material & Metaphor
Classic Vision
User Interface
Human Simplicity

15. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2035 | Materials
Steel Glass
Windows
Door
Frames
Wood
Composite
Side
Panels

16. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2035 | Look & Feel

17. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2035 | Look & Feel UI

18. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2050 | Personas
• I am stuck in the same job routine for about 15 years since I became
the chief finance officer at my company.
• I am looking for a change or some type of new hobby that will connect
him and his wife when he comes home from work.
• I have always been a food enthusiast, willing to try new things. I
thought about growing a garden, but I do not think that I will have
enough energy to keep up maintaining it.
• take out speed from daily life, balanced life, leisure time
• Name: Robert
• Age: 45
• Status: Married, no kids
• Job: Chief Finance Officer

19. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2050 | Design Style
Main Frame
Tough Protection
Material & Metaphor
High Precision

20. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2035 | Key Design Elements
Main Elements
Tough Protection
Material & Form
High Precision

21. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2050 | Materials
Steel
Carbon
Fibre
Protected
Glass
Rubber
Frame
Side
Wall
Window Grip

22. 07.05.2013 IPM Master 2012 Strategic Design
Concept 2050 | Look & Feel