the urbanization of farming | strategic design

07.05.2013 IPM Master 2012 Strategic Design

I-M-Farming

A Possible Future ...

07.05.2013 IPM Master 2012 Strategic Design

Roadmap

2020 2035 2050

07.05.2013 IPM Master 2012 Strategic Design

Concept 2020 | Personas

•Name:Angela

•Age:26

•Status:Inarelationship,nomarriage/kids

• Job:PRAgent

• Iamfromasmalltownonthecountryside,growingupbymyfamily.Ilikedthegardenandtoeatfreshvegetablesandhome-cookedmealsbymymom.

• Itookajobinthebigcity.Themovewassomewhatdifficultforme.Ihavemuchworktodoinmyjobandmyfreetimeisrare.

• Iwanttokeepahealthydiet.Misshomeandthegarden.

•SomedayIwanttohavekidsandfamily,butIdon’twanttogiveupmycareer.

• convenience,savingtime,feelingofnatureandhome

07.05.2013 IPM Master 2012 Strategic Design

Concept 2020 | Personas

•Name:Carl

•Age:28

•Status:Single

• Job:GreenITEngineer

• Iamalwaysuponthenewesttechnologyandalwayswantstohavethenewthing.

•AtthesametimeIamextremelyconnectedtonature.Iamvegetarianandoneofmyfavoritehobbiesincooking.

• ItishardtogetfreshvegetableswhereIliveonaregularbasis.TheonlytimeIgetfreshveggiesisatthefarmersmarket.

• freedom,self-sufficient,convenience,qualitytime,experience

07.05.2013 IPM Master 2012 Strategic Design

Concept 2020 | Personas

•Name:Susan

•Age:30

•Status:Married,2kids

• Job:HRDepartment,part-time

• Irecentlyhadahugehealthscarewithmyfatherwhenhehadaheartattack.Heisfinenow,butthatwasnotthefirsttimetherewasaheartprobleminherfamily.

• Iwasbroughtupwithadietthatwouldnotbeconsideredhealthy.

• IwanttostarteatinghealthiersothatIbringmychildrenupeatinghealthy.

•weightreduction,healthylifestyle,rolemodelforherkids,owngarden

07.05.2013 IPM Master 2012 Strategic Design

Concept 2020 | Design Styles

Main Frame

OrganicVolumeMaterial & Metaphor

ClassicVisionUser Interface

HumanSimplicity

07.05.2013 IPM Master 2012 Strategic Design

Concept 2020 | Key Design Elements

Main Frame

OrganicVolumeMaterial & Metaphor

ClassicVisionUser Interface

HumanSimplicity

07.05.2013 IPM Master 2012 Strategic Design

Concept 2020 | Materials

Wood Steel Glass

SidePanels

Frame Window

07.05.2013 IPM Master 2012 Strategic Design

Concept 2020 | Look & Feel

07.05.2013 IPM Master 2012 Strategic Design

Concept 2020 | Look & Feel UI

07.05.2013 IPM Master 2012 Strategic Design

Concept 2035 | Personas

• Ilovegettingtoknownewpeople.Iamalwayswillingtolendahelpinghand.

•Asanentrepreneur,Iamalwayslookingforinterestingandnewwaystodothingsinmydailylife.Ihavealwayslovedcookingandgardening,butbeinginthecitymakesitverydifficul.

• Ihaveafewplantsonmybalcony,butIamlookingforachancetoexpandmygarden.

• reconnectwithnature,stayinthecitytomaketheworldabetterplace,spendqualitytime

•Name:Julian

•Age:28

•Status:Openrelationship

• Job:SocialEntrepreneur

07.05.2013 IPM Master 2012 Strategic Design

Concept 2035 | Personas

•Annahasgrownapartfromthelifesheusedtoliveoutinthecountryside.

• Idonotwanttoliveinthecityforever,butIknowthatIonlyhaveacouplemoreyearsoflivingthishecticlifeofadesigner.

• Iwouldliketostartalittlegarden,butIfeelthatIdonothavethetimetodoso.Iamahealthfanaticandgrowingmyownvegetableswouldbeagoodhobby.

•qualitytime,convenience,relaxation,simplification

•Name:Anna

•Age:56

•Status:Divorced&re-married,1kid(adult)

• Job:Designer

07.05.2013 IPM Master 2012 Strategic Design

Concept 2035 | Design Style

Main Frame

OrganicVolumeMaterial & Metaphor

ClassicVisionUser Interface

HumanSimplicity

07.05.2013 IPM Master 2012 Strategic Design

Concept 2035 | Key Design Elements

Main Frame

OrganicVolumeMaterial & Metaphor

ClassicVisionUser Interface

HumanSimplicity

07.05.2013 IPM Master 2012 Strategic Design

Concept 2035 | Materials

Steel Glass

WindowsDoor

Frames

WoodComposite

SidePanels

07.05.2013 IPM Master 2012 Strategic Design

Concept 2035 | Look & Feel

07.05.2013 IPM Master 2012 Strategic Design

Concept 2035 | Look & Feel UI

07.05.2013 IPM Master 2012 Strategic Design

Concept 2050 | Personas

• Iamstuckinthesamejobroutineforabout15yearssinceIbecamethechieffinanceofficeratmycompany.

• Iamlookingforachangeorsometypeofnewhobbythatwillconnecthimandhiswifewhenhecomeshomefromwork.

• Ihavealwaysbeenafoodenthusiast,willingtotrynewthings.Ithoughtaboutgrowingagarden,butIdonotthinkthatIwillhaveenoughenergytokeepupmaintainingit.

• takeoutspeedfromdailylife,balancedlife,leisuretime

•Name:Robert

•Age:45

•Status:Married,nokids

• Job:ChiefFinanceOfficer

07.05.2013 IPM Master 2012 Strategic Design

Concept 2050 | Design Style

Main Frame

ToughProtectionMaterial & Metaphor

HighPrecision

07.05.2013 IPM Master 2012 Strategic Design

Concept 2035 | Key Design Elements

Main Elements

ToughProtectionMaterial & Form

HighPrecision

07.05.2013 IPM Master 2012 Strategic Design

Concept 2050 | Materials

SteelCarbonFibre

ProtectedGlass

Rubber

FrameSideWall

Window Grip

07.05.2013 IPM Master 2012 Strategic Design

Concept 2050 | Look & Feel