the urbanization of farming | strategic design
DESCRIPTION
This presentation was part of a design project in an university setting. The company Einböck is provider of sustainable soil (and grass) management. “Success on the farm”is the main motto. Success is equivalent in this context with a rich crop. Farming in future will and has to change. Based on the mega trend urbanizationan the threads of climate and soil issues also Einböck has to change. Farmers of today cannot deal with all challenges of the agricultural sectorin the fututre. Based on Einböck’s values, the opportunities on the markt and promising trends the company has to step on a new business path. http://designbusters.wordpress.comTRANSCRIPT
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