Innovation 2.0 Introduction et animation des tables rondes par Matin Duval CEO de bluenove spécialisé dans la conduite du changement par l'innovation ouverte, France TABLE RONDE DE 11h30 : DESIGN ET NOUVELLES TECHNOLOGIES LA VALEUR DU DESIGN INDUSTRIEL EST DESORMAIS RECONNUE AUTANT QUE LA TECHNOLOGIE DANS UN PROCESSUS D'INNOVATION: UN AVANTAGE CONCURRENTIEL CLE MEME SANS BREVETS ? Les responsables d'innovation continuent de rechercher la manière la plus efficace de marier Design et Technologie. Le Design permet de coller au comportement de l'usager pour lui faire vivre des expériences appropriées et les technologies de développer des systèmes sophistiqués difficilement copiables. Quels services sont aujourd'hui associés à une marque de façon pérenne ? Quels systèmes technologiques permettent de verrouiller ses positions? - Brigitte BORJA de MOZOTA, Director of Research at Parsons Paris School of Art & Design - Mark Vanderbeeken, Senior Partner, E x p e r i e n t i a , Italie - Christophe Rebours, Président In process , France - Yves Voglaire, ORIGINN, Service Designers & Associates, Belgique - Rémi guigou, directeur de l'image et de la marque, Monoprix , France - Frédéric Degouzon, Directeur stratégie, L'Ecole de Design Nantes , F rance - Malo Girod de l'Ain, CEO de Digital Arti , France Pour accéder au site de PARIS 2.0 de septembre 2009 : http://www.amiando.com/strategies20aparis.htm

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

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