Co-design project with TU/e.

1. Co-design, TU-Eindhoven & Zhejiang University, 2011/04

2. Background Information
The world around us is changing fast, and not all the changes
are positive. We're facing the biggest natural, social and
economic challenges our world has ever seen. This project is
about the new realities in this world changing and how a New
Generation is there to rip up the rulebook and start over.

3. RESEARCH
New entrepreneur
Spaces
Social media
Concept Brainstorm
DEFINITION
User
Persona
Requirement
CONCEPT
Target
Function
Form
Structure
Style

4. PA R T 1 R E S E A R C H
different functions.
Relaxing environment also nice to work in?
new opportunities.
integrating new spaces with old spaces
New
Entrepreneur
Spaces
Keywords.
Design directions.
Who they are?
What they need?
How they works?
How to start a Concept
business? Social
Brainstorm
Media
Geomapping.
synchronizing places.
reactions & interactions.
Time & place.
Localization.

6. SUCCESSFUL ENTREPRENEUR CASES
CHRIS HUGHES TRISTAN HARRIS, CAN SAR, MADDIE BRADSHAW
27 JESSE YOUNG 23
co-founder of Facebook, 25 (Harris), 25 (Sar), and 24 (Young) blogger and inventor of “WeTransfer”
Obama online campaign Apture’s technology (hyperlinks) Dutch
American American
CHIARA FERRAGNI MADDIE BRADSHAW GUIDO MARTINETTI,
23 13 FEDERICO GROM
“The blond salad” fashion blog founder of m3 girl design 33 (Guido) 35 (Federico)
Italian American “Grom” ice-cream franchise
Italian
SUSAN GREGG KOGER, DANIEL EK NIKLAS ZENNSTROM,
ERIC KOGER 28 JANUS FRIIS
24 (Susan) and 25 (Eric) Music program “Spotify” 45 (Niklas) 35 (Janus)
online shop “Mod-cloth” Swedish founders of Skype and Kazaa
American Swedish/Danish
TAVI GEVINSON JENI BAUER ADAM RICH, BEN LERER
14 - 29 (Adam), 28 (Ben)
“The style Rookie” fashion blog “Jeni’s Splendid Ice Creams” founder of “Thrillist”
American franchise American
American

7. A NEW ENTREPRENEUR INTERVIEW
Outsourcing Work?
One man business, run by a young creative guy • Bookkeeping (financial management)
• website (promotion)
Started 1,5 years ago, must be profitable within 3 years
TEAM or INDIVIDUAL?
Organizes events. Activities include:
• Cost
• Organizing custom events (company events, public events,
• Collaboration problem
birthdays, anniversaries, weddings etc).
• Trust
• Booking artists for events from database
• Expanding and maintaining artist database
Branding/Promotion?
Operates from home • Ways for showing to others
• A website is not easy, so make it easy?
Meets clients at home or external location • VI design should be considered
No employees. Home? Café? Office?
• Number of members
Outsourced bookkeeping and website • Cost and environment
• Networking (online and offline)

8. SPACES NEED TO…
Focus on work
Comfortable & Convenient, Clean & Safe
Inspire creativity
Fast network covered
Improve space utilization
Easy to communication
Ways for sharing
Office automation
The most important is to Improve Efficiency.

9. SOCIAL MEDIA
Gives everyone the ability to create
and spread content.
Participation Public
Communication Interactive
Connectivity Community

10. APPLICATIONS TO HELP WORKING?
1) Time planning
2) Task Management
3) Records of meetings and discussions
4) Mind map
5) Instant messaging
6) Company email
7) Collaboration platform
8) Presentations
9) Sharing
10) Project archive (WIKI)
11) Networking of Colleagues
ALSO…The most important is to Improve Efficiency.

11. CONCEPT BRAINSTORM
3 A platform for entrepreneurs to exchange experience.
4 A system to help new entrepreneurs to manage their business.

12. PA R T 2 D E F I N I T I O N
Target users?
(They should be focused on.)
Who they are?
What do they have in common?
What they need?
Requirements
Users
Persona
How many types of users.
Modeling for them.

13. ENTREPRENEUR AREAS
INDEPENDENT INDEPENDENT IT & SALES FOOD & …
DESIGNERS CREATIVE INTERNET SERVICE
WORKERS
Show their design Show their works Information Logistics channel Good taste Show oneself
Find project/clients order Find project/clients order Product development Market Employee
Find produce and operation Online shop Rent a store
• Young
• Multi Creative Industry
• Sharing,Commuication
• Open • Their works are suitable for showing to others.
• Creative • They want to be known to those who may have interest in them.

14. Chiara
23
A
fashion designer
Italian
“I don’t want to just follow fashion. I
Chen
25
ChineseB
handwork maker
Freelancer & Avocation
Photographer, handwork maker, gourmand,
pastry chef, independent creator, video
maker, music maker, inventor…
“We are trying our best to convey a sense of happiness.”
• Have their own shop and become more popular among
want to create it.” young people in Beijing.
• Studying about how to manage a shop.
• Do not have so much experience • Uphold and improve their design concept, and let
• Dream to build an original brand, but it’s not easy. others be fond of their works.
• Focus on design and live a simple and ideal life.
Profession
C
Designer Freelancer Consultant
Designer
Graphic designer, Web designer, Primer Allen
Fashion designer, Industrial designer, 30
Advertising Designer… Weeding Planner
Experience
American
“My job is to give the new couple a memorable experience.”
• Provide private wedding consulting services.
• Share the stories of love on the weddings.
Senior
• Want to share her experience and be known to more.
Consultant
PERSONA Creative Industry Consultant, Event Organizer, Programmer…

15. A
Chiara
23
fashion designer
Italian
“I don’t want to just follow fashion. I want to create it.”
Chiara is studying on a fashion master’s degree in Milan, Italy, at Istituto Marangoni.
Participated in several design competitions, she informed that she needs to learn many
[Motivation & Target] things before being an excellent designer, and there is still a long way to go. She doesn’t have
• Want others to view her design and give so much experience and she wants more people to view her design and give some
some suggestions to help her grow. suggestions.
• Dream to build her own original brand to As a student, Chiara works hard to improve her design capacity and get to know more
express her own emotions and artistic. information as fashion trends are changeful. Her dream is to build an original brand, but it’s
• Focus on design and don’t want to think not easy. If she should do the design and production all by herself, the high cost of a single
too much. piece may be a big problem. Channel, samples, money, and in many other areas, it is in fact
very difficult for a single designer to expand.
So she wonders if working for a design company will be a better choice. She wants to express
her own emotions and artistic freely, but setting up a personal brand is more than just design,
but a business. She just wants to focus on design and live a simple and ideal life.

16. B
Chen
25
handwork maker
Chinese
“We are trying our best to convey a sense of happiness.”
Mr. Chen loves hand working, especially making dolls. He built his independent
design brand in Beijing in the winter of 2008.
[Motivation & Target] At first time, he and his 2 friends built a small online music broadcasting site. They made the
miniature of the dolls and broadcast the music to about 2000 audiences. But they met a lot of
• show their works and life attitude to more problems so they closed their music site. Then they began to sell dolls on the music festival
people and looked around for business. They became known by more people with the rise of
• get more recognition and support creative market (iMart). But at that time they faced a rights lawsuit so they had to learn
• sell hand-made dolls through online shop business model and think about the future. They set up their own shop in 2010 and became
or their store to keep their business. more popular among young people in Beijing.
But they still have some problems. Mr. Chen needs to know how to manage a shop. As a
handwork designer, he should uphold and improve their design concept, and let others be
fond of their works. He hopes to get more recognition and support, and he hopes that their
life style and attitude will be liked by more people. He believes that his little team is passing a
feeling of “Happiness” to others, which is their value.

17. C
Allen
30
Weeding Planner
American
“We are trying our best to convey a sense of happiness.”
Allen is an independent weeding planner, and she has 3 years’ experience in Wedding
Services. Before becoming a wedding planner, she used to have some jobs about exhibition
planning and event organizing.
[Motivation & Target] Her job is to provide private consulting services. Weeding planners should be with good Co-
ordination, and they must have creativity, enthusiasm and sense of service. For example, to make
• show her cases in wedding planning a flower plan on the wedding, she will firstly tell the florist the proposed theme concept which has
and share her experience been well designed, as well as the color scheme and the elements required. Then the florist
• share the stories of love to others creates design on request, and finally she will discuss the Florist’s program with the bride, propose
• find more consumers professional advice and help the bride to make a decision.
There are always many interesting and touching stories on the wedding or during the days
preparing a wedding. So Allen wants to share these stories which are full of love. She wants to let
others know what she is doing, as it is so valuable. She believes that every wedding is a witness to
every couple that goes hand in hand with their love.
She saved the photos of every wedding that she planned, and she wants to share her experience.
She hopes to be known to more people, and then she will do better.

18. Chiara Chen Allen
• Want others to view her design and give • Show their works and life attitude to more • Show her cases in wedding planning and
some suggestions to help her grow. people share her experience
• Dream to build her own original brand to • Get more recognition and support • Share the stories of love to others
express her own emotions and artistic. • Sell hand-made dolls through online shop or • Find more consumers
• Focus on design and don’t want to think too their store to keep their business.
much.
[common characters] USER NEEDS
- Information concerned
- Creative • Show themselves - Promotion
- fun
works, ideas, products, stories…
- flexibility
- visual thinking • Share information - Communication
- multi-field working experiences, activities, news…

19. PA R T 3 CONCEPT
Target Style
Form
Structure
Function

20. - SHOW your ideas and works
SHOP&SHOW - SHARE your stories and information
- SELL your products and yourself

21. SHOP&SHOW Site structure
4 kinds of users
• Tourist user
(see all the stalls & works, see part of
the user’s info)
• Normal registered user
(all above, add comments & favors,
using message board, edit personal info,
give a private message to a stall owner )
• Owner of a stall
(all above, upload new works, decorate
stalls, add links)
• Site administrator

22. <SHOP&SHOW street> home page
A line of little stalls run by different independent designers.
• Stalls will be made in simple structure (to high light the
works of designers). Each Stall will have a big board to
show the name of the stall. It has 2-4 windows to show
different aspects of the designers’ works.
• The site will offer several different type of stall for
users to choose.
• Beside the enter door, owners can choose to add their
name(s), and a very brief introduction.
• First enter, the stalls of all kinds are random arranged.
Users can search a certain kind of stall, the street will
rearrange.

23. <Stall> works overall show
User can click a stall to get inside, and see more about the works.
Inside the stall there will be 3 main parts
• Notice Board (where the stall owners can post their notice or
advertisements about their stall or works or themselves)
• Profile (owners can upload their photos, and edit personal
information, e.g. contact numbers, e-mails, address…)
• Work Display (one picture, or paragraph of text to brief show
each work, the works can be cataloged)

24. <Work Show> details of work
Users can click the picture of the work to see
details.
• In the page of a certain piece of work,
there can be several pictures, text graphs,
or even videos to show it.
• User can make a comment or add the
work to favor.
• For some works, you can get its links to
eBay, taobao. (For now, mean the site just
be built, the site only offer links. As the
site developed, it can built its own selling
system, so that people needn’t go to other
shopping website to buy the piece work)

25. HAVE A STALL ON SHOP&SHOW
• Register to become a SHOP&SHOW member
STEP1 • Apply to open a SHOW&SHOW
• approved
• Choose stall style
STEP2 • Give your stall a name
• Upload pictures
STEP3 • upload pictures & add notice/ ads
• upload pictures, add introduction
STEP4 • add links to eBay…

26. <Message board>
Open to every registered user.
Users can post their new ideas, job notices,
activities plans, latest news....
follow the notice they interested in.
add favors, add comments…
All the messages can be catalogued and
show in different colors
-green(opinions, ideas)
-blue(I want to hire..., I want a job... )
-pink(activities, meeting, party)
-yellow(news finding)
-white(place to add a new message)

27. USE MESSAGE BOARD
1 Browse the messages 2 View a message
At first the messages Click any of the
(squares) are in random, message box, it will
and some message box is open, and show the
blank. (Blank boxes are details of the
for adding a new message) message, there
Only keywords or title are maybe pictures and
showed. text.
3 Add a new message 4 Search a message
click a blank box, and it Users can also
will open. Then user can search a certain kind
choose the topic of the of message by color,
message (the colors), add the message board
text or picture. Each will be rearranged.
message can be added
several tags, so users can
search messages by a
certain tag.

28. THANK YOU!
YOLANDA & ADIO
@ZHEJIANG UNIVERSITY, HANGZHOU, CHINA
2011/04