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IMRB Innovation - GSVC Workshop on Design Thinking
1. WORSHOP ON DESIGN THINKING AS PART OF ‘GLOBAL SOCIAL VENTURES COMPETITION 2012’
AT INDIAN SCHOOL OF BUSINESS, HYDERABAD
PARAMESWARAN VENKATARAMAN | IMRB INNOVATION LABS | MARCH 9, 2012
4. Photo Storytelling: Storage in Cars
Study of behaviour, expectations, and unmet needs of consumers, with respect to storage in their cars
5. Car maintainance
equipment - A
bucket, cleaning
brush, empty bottle
& cleaning cloth
Cultural influencers – Scarcity (perceived, as well as real)
The “Car Locker” phenomenon - The Boot often carries car maintenance items that do
not need to be carried around as they are used in the same place everyday. But lacking a
storage facility near where the car is parked daily, typically in the parking lot of a house /
apartment, they get carried around all the time.
6. Cultural influencers: Most users who smoked did not use the ash tray in the car.
In India, the general practice is to ash your cigarette outside your car while
driving and toss the cigarette butt out of your window when you are done!
8. A Perfume dispenser Nail Polish, mint, coins
and some paper.
Cultural influencers: In the absence of a ‘coffee-on-the-drive-to-
work’ culture, the cup holders get used
for everything else
9. Mobile phone,
chap stick & coins Sun Glasses
Cultural influencers: In the absence of a ‘coffee-on-the-drive-to-
work’ culture, the cup holders get used for everything else
10. The smaller load sits
The participant is carrying
on his back seat for
company calendars with him
quick access and
that he has to give out to
frequent use.
clients over a period of time.
He carries the bulk of the lot
in his boot.
This example illustrates the difference between the way the boot storage is perceived vis-a-vis the
backseat storage space.
Backseat Storage –
Easy Access, Temporary storage, for “transporting” things
Boot Storage –
Not instantly accessible, Longer duration storage, for “storing” things
11. Match box
Comb
Sun
glasses
Proximity to driver = Frequency of use =
What matters to people
12. Mobile Chap stick, Music
phone system remote
ID Card, Music
system remote
Proximity to driver = Frequency of use =
What matters to people
13. This participant removes his
music system in public
parking places. But unlike
most people who carry it
with them, he tucks it away
A number of participants
under the front seat, so
remove their music system
that it seems that it isn’t in
from their car in public
the car.
parking places, and carry it
with them in its case.
Cultural influencers (Safety & Security):
Security of ‘valuable’ items in the car.
Consumers find ways of ‘hiding’ them.
14. This participant tucks his
This participant carries his laptop under his back seat
laptop in the space everytime he leaves his
between the driver’s seat laptop in his car out of
and the back seat. This way concern for the security of
it is held in place firmly, as his laptop and more
well as is out of sight. importantly his data.
Cultural influencers (Safety & Security):
Security of ‘valuable’ items in the car.
Consumers find ways of ‘hiding’ them.
15. This participants needs
to leave his keys and
wallet in his car when he
goes jogging around the
lake everyday.
He puts his key in the
little niche below the
steering wheel.
His wallet goes into the
slot on the door.
Both these would be
very hard to see from
the road outside.
Cultural influencers (Safety & Security):
Security of ‘valuable’ items in the car.
Consumers find ways of ‘hiding’ them.
16. This participant’s boot & car
is full of things left behind
by friends who travelled in
his car – 3 pairs of shoes, a
cloth bag & a shirt
This mouth organ
belongs to the
participant’s friend. He
palys it to amuse her
whenever he is in the car
Items stored in the car reflect the users’
lifestyle, tastes and social habits.
17. This participant, a writer,
carries copies of his book
This participant uses his and flyers of the
boot to permanantly charitable trust he runs
store his golf equipment permanently in his car,
so that they are at hand
whenever he requires
them
Items stored in the car reflect the users’
lifestyle, tastes and social habits.
18. This participant’s car always
contains a change of clothes for
two of her best friends.
Items stored in the car reflect the users’
lifestyle, tastes and social habits.
19. Storage types in a car
Designed
Designed for storage Designed for storage
& Used for storage & Not Used for storage
Used NOT used
Not Designed for storage NOT Designed for storage
& Used for storage & NOT Used for storage
Not Designed
20. Storage types: Examples
Designed (for storage)
Designed & NOT Used
The Boot is
This niche below the
designed for
steering wheel is
storage and is
almost never used to
used as such.
store coffee cups.
Used for NOT used
designed for
intent designed
intent
NOT Designed & NOT Used
The roof of a car is not
NOT Designed & Used designed to store anything
The floor space often and isn’t used for storage.
gets used as a storage
surface. Not Designed (for storage)
