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Creating Imaginable Futures: Using Design Strategy as a Foresight Tool

Explore the innovative approach of using design strategy to predict future consumer experiences and shape the development of fabric care products. Learn how design research informs strategic decision-making, engages stakeholders, and influences the creation of concept products and processes.

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Creating Imaginable Futures: Using Design Strategy as a Foresight Tool

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  1. Creating Imaginable Futures:Using Design Strategy as a Foresight Tool Interaction Design Institute Ivrea Silvia Gabrielli, Linda Norlen, Jan-Christoph Zoels

  2. “Design predicts the future when it anticipates experience” Augusto Morello

  3. Creating an imaginable future • Make ideas seem real (Visualization methods) • Embodying ideas • Scenarios of use

  4. Project F: Fabric Care Futures • Advanced design research initiative • Global Consumer Design (GCD) group of Whirlpool Europe (Cassinetta, Italy) • Exploring the future of fabric care • Understand implication for design & manufacturing of major domestic appliances

  5. Informing the strategic design process • Design research: future of fabric care • Observe, understand, model the user experience • Qualitative in-home study in 3 EU countries • Focus groups • New Domesticity survey in 6 EU countries • Reframing the problem

  6. Embodying ideas • Multi-disciplinary design teams • Bring in fresh voices • Provoke ideas, dialogue and future decision-making • Imagine and develop concept products & processes

  7. Communicating research insights • Showcasing the concept prototypes at design exhibits and trade events • Stimulate public perception • Evaluate consumer preferences • Inform strategic planning

  8. Impacting Whirlpool Europe • Created an innovation-friendly climate • Stimulated internal interest, buy-in and support • Dialogue between all the stakeholders • Design gained credibility • Demonstrating ideas through tangible means • Utilizing outside recognition • Contributed an entirely new perspective

  9. Following up prior success • Design research need to be communicated and acted upon • Expanding the scope: • products • Processes • Products, processes & services in context upon • Power of experience as a catalyst to shape visions of the company’s future

  10. What needs to be improved • Create context: show prototypes with scenarios • Involve users in the design process • Evaluate more actively • Act upon feedback

  11. Design and policy-makers • Data and scenario-building is not enough • Enable experiences: visual & spatial • Uses design methods to elicit feedback: participatory design • Uses design to facilitate dialogue

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