Vinay's talk at the CLIK-MSME Clinic June 10, 2010

1. Elements of Product Experience Design NID.CLIK.MSME Clinic 10.06.10

2. exploratory design consultancy We help create meaningful products, services and interactions for many of the most influential businesses and institutions around the world.

3. 2000- 150+ products

4. DESIGN

5. DESIGN is not skin deep

6. DESIGN the way we live next Future Scenario Project, Mobile Services Provider, 2003

7. One of the trends we expect to see soon is the use of gloss textures in primary colours. Here the texture is a pattern of several little tetrahedrons (pyramids) DESIGN Turning future ideas into reality Texas Instruments/ Tata Indicom 2003~04

8. + style + task & function + information & cognition + technology + social + business & strategy LAYERS

9. style task & function information & cognition technology social business & strategy

10. 1. STYLE

11. SURFACE More influences in the media than ever before

12. Co-Design Ange Salomon EXPRESSIVE More formal explorations in the last decade VALUE: How two people’s vision created a new market. Car has been manufactured for more than 8yrs now Co-Design San Motors 1999 Co-Design AmanMidha

13. COLOUR| TEXTURE careful use can set the right mood for the product VALUE: One person company. 70,000 units sold in 2001 (Sold) Personal HealthLog Palanquin Technologies 1999

14. FORM subtle forms evoke the idea of care giving VALUE: Start-Up company has orders from new markets for greater volumes than capacity Dental X-Ray, Skanray 2008

15. VALUE: Design helped move market size from 600units/yr to potentially 35,000. Mobiapps signed a licensing agreement with Volvo for North America FORM embodies intended function to improve sales VOLVO/ MOBIAPPS SEAKEY 2005

16. 2. TASK & FUNCTION defines physical and digital interaction models

17. ‘Amida’ SimputerPicoPeta 2002 VALUE: Start-Up’s Product profiled all over the world. Post release, the product was sold to BEL, and the company was acquired by a larger player Before SIMPLIFIED PLATFORM New Minimalist Typology with Gesture based activation and redundancies

18. INTEGRATING COMPLEXITY Managing multiple functions within a usable, ergonomic whole VALUE: 10 Man Company creates potential for 500+ devices to the US Defence Command and TeleCommunications Handheld Emergency Response Device 2007

19. STABILITY | PORTABILITY New Typology for a known device VALUE: Enabled a new business extension based on existing product line-up (batteries) ‘Tribal’ LED Lantern – Amara Raja 2008

20. VALUE: first to launch snaglesscables in segment. Reduction in pre-crimped cable post sales problems reported Dlink/ SMARTLINK SNAGLESS Cables 2005 PROBLEM SOLVING design enables solving a functional problem

21. 3. INFORMATION & COGNITION

22. VALUE: Enabled a market for upgradation from an old technology. (Company acquired) Energy Meter for CONZERV (Now Schneider Electric) 2008 MANAGING INFORMATION avoiding Feature Creep

23. INTUITIVE INTERFACES allows for learnability & discoverability Tribal Lantern - Amara Raja 2008

24. WINNER Home/Personal Products 2005 Portable Media Assistant ITTIAM 2004 VALUE: One of the hottest start-ups of 2003. Garnered $11mill in Investment, post design. Has licensing technology and design with several manufacturers

25. 4. TECHNOLOGY informs feasibility

26. Add-On cooling module with fan Camera Add-On Kick Stand and hinge Overmoulded Rubber covers ports MIL-STD 810F enclosure Ended up 500gm more than we wanted Hot Swap batteries to extend life Loud translation speaker Magnesium aluminium alloy Over moulded rubber corner bumps VALUE: Enabled a small company to take on larger established names HARDWARE Vs DESIGN managing an effective compromise

27. 5. SOCIAL

28. ADAPT | HACK Work Frugal. Jugaad CULTURAL VALUES Durability, Authenticity and Honesty, Culture of use and abuse

29. Small truck owner communication device – MOBIAPPS 2006 Overmoulded CULTURE OF ABUSE Work Arounds. Get the most out speaker VALUE: Business idea appreciated but failure in reconciling service ownership phone but no numeric keys tethered to vehicle

30. Remote banking terminal, FT INDIA, 2008 Xenoy (reinforced) shells ruggedised features CULTURE OF ABUSE Outdoors durability VALUE: Enabled Financial Technologies to enter into a ‘business correspondent’ relationship with a top 4 Bank in India

31. 6. BUSINESS & STRATEGY Who owns the product?

32. PRODUCT or TERMINAL of SERVICE How do people perceive it wrt how much they pay for it? reliable? authentic? hack-able? VALUE: Pioneered a new business model for Product As A Service helping break into Base Of Pyramid markets. Implemented in Philippines and Africa Prepaid Electricity Storage device. BP Solarex 2001

33. VALUE: 10 man company became a force amongst MSMEs and SMEs who wanted network support but could not hire system administrators (Acquired) Lock allows you to access and change any component in under 5 minutes. Shell is Tool-less SPEED | INTERVENTION Remote Serviceability VPN Appliance, XNAPWORKS (Acquired) 2003

34. FREE Increase talk-time VALUE: Small company in UAE could supply to a large brand such as Thuraya. For Thuraya, this meant more talk time and more revenue Car privacy handset accessory for Satellite phone, Topcospa/ Thuraya, 2003

35. end Vinay Rao vinay@bangid.com www.bang.co.in 98452 28425