Date: November 2005.
Duration: 6 weeks
PARTICIPANTS: 5 INdustrial design MA STUDENTS
FACILITATORS: Max Munnecke
Place: STUDIOLAB / Technical University of Delft

The aim of this project is to ‘rejuvenating' a global printing company. The project should allow the client to create competitive advantage by including relevant trends in research and development. Also by looking at future tendencies it is easier to immediately act on the market, as you are prepared for the future. By showing to the outside that you are looking at the future, it is clear that you are conscious of what might happen. You are ahead of time more or less, which should very clearly contribute to a younger brand image. A final point is that the proposed future thinking allows the company to develop a common future vision, which should inspire the whole company to generate future ideas.

Process

Our goal in this assignment is to take an analytical approach to exploring the future, and build several scenario’s to get insight in what might happen in the business of printing. We want to find the factors and trends that influence the context of exchanging information. As a time frame we have chosen the year 2026, so we are looking at what will change and what will stay in the business in twenty years from now. Using this timeframe we are clearly marking out our working area, to prevent us from drifting away from feasible things.

This report consists of context analysis and two different scenarios: "Reboot" and "qualiBase".

Out of the trend analysis and driving forces a Knowledge Management Map was created. The map categorizes the driving forces in three areas. These areas together form our working field, defined as knowledge management.

Every scenario is clearly related to the trend matrix. As the trend matrix is based on our Analysis we create a solid link between the eventual outcome and the analysis.
The images on this page show what area of the trend matrix is covered by each scenario..

Concept "Reboot"

The outside of the train is covered with digital ink. From the inside, the entire wall seems to be transparent, so the passengers inside have a broad view. From the outside, the destination of the train is shown. Several images of the destination and the name of the place are visible. This makes it easy to recognize the train from a distance and esthetically pleasant. The images and text can change whenever you want, and there is no need to connect it to power supply.

The trajectory "qualiBase" takes a critical approach to the environmental situation of the world. A situation that makes people aware of the vulnerability of life. This awarness changes peoples values in life. They do not allow work and other things to control their lifes (freedom) but want to enjoy the basical things life have to offer (quality of life).

>> see the complete trajectory map

People develop a strong personal bond with their possessions as people become conscious about the impaact of the things they buy. Respect for nature plays an important role in life, it is the thing what makes life possible.

It is assumed that the world's environmental state have forced goverments to introduce strict environmental legislation. Oil is no longer the big energy source and alternative energy sources are widely used. Energy is nog onger in hands of the western world and other countries have become the big players in world. Wealth is therefore more eaually distributed and extremes will disappear.

Behind the visible world there is a system from which people can extract and import information. This system's services affects all aspects of life. It makes life more comfortable and flexible and fits the ecological vision because less products are needed.

Concept "garBase"

An important aspect within the QualiBASE scenario is the environmental awareness; people treat the environment with the fullest respect. Therefore recycling plays a mayor role in life’s of people. The GarBASE can fulfil this need.

The GarBASE is a device with which you can produce paper-like materials out of waste. It is also possible to extract colours out of the waste and use it later as a sort of ink. This ink can provide the material with a natural look which fits nicely in the living environment of people. The paper which can be produced by the device will have a papyrus- look which will give expression to the speciality paper will have. The GarBASE is a device which will be placed in shared places of each community. People can send the instructions to the GarBASE and then they can collect their product.

Lesson learned

The group tried to look for the most challenging concepts, some on the edge of realistic. But the ideas they came up with show the true power of how scenario’s can be a catalyst to create ideas that you would not think of using ordinary market research and other familiar techniques..