Digital Wellbeing Showroom 2006

We tune technology to create harmony in your life.
Case study of the Digital Wellbeing Showroom
.
A digital lifestyle pilot store in London
during autumn-winter 2006

© www.digitalwellbeinglabs.com 2009

hello
Alexander Grünsteidl says


I hate
shopping
....
I love it !


this happened ...
this week ...
three years ago

I used to design

actually I still do


I’ve been inv
olved in vari
ous roles
developing p
roducts like
...

Vodafone Simply Olivetti MY_WAY Indesit Moon
IDEO IDEO Giugiaro

...something’s
not quite right

Vodafone Simply Olivetti MY_WAY Indesit Moon
IDEO IDEO Giugiaro

inventors early early late laggards
adopters majority majority

... product aim
ed at
people that h
ad not yet
been convinc
ed to
acquire a mo
bile phone.
•Large Fonts
•Simpliﬁed Menus
Vodafone •Hard buttons inst
ead of
Simply soft functions


... explained t
hat the
phone had no
t
“enough” fea
tures
like a camera
etc.

my his the
Vodafone father friend salesman...
Simply

Vodafone
Simply
?... is this the r
place to sell t
products and
services?
ight
hese

Relaunch of brand
... evoking leg
acy design qu
... positioning alities.
the brand hig
market to avo h in the
id direct com
with the large petition
established
companies ...

Olivetti MY_WAY

... difﬁcult to
sell outside
common high
street locatio
ns
... exclusive d
eal with Argo
contradicts b s
rand aspiratio
n


... aspirationa
l product aim
young marke ed at
t segment.
key features:
•contemporary sty
•only 4 washing pr ling
•build-in automate ograms
d soap dispen
ser

Simpliﬁed
reduced functionality

Indesit Moon

... This produc
t is hard to se
environment, ll in this
amongst feat
driven produ ure
cts sold on co
price points. mpetitive


We tune technology to create harmony in your life.
Digital Wellbeing Labs founded 2005 to
address the last mile between the producer
and consumer of digital lifestyle products and
service.

... founded by
Priya Prakash
Alexander G and
rünsteidl


A pilot store

Digital Wellbeing Showroom
autumn - winter 2006
The Shop at Bluebird, London

Shoreditch
London

Chelsea King’s Road

... thanks to Belle Robinson and Simon
Willis to believe that this experiment
could work.
... Schizoporotica music box, by Troika

Fashion lifestyle environment

Conversations Music

Memories
Fashion

1 platform - 4 Zones
Entrance

customized & one-offs

... Intempo D
AB radios
design Colin
Burns & Dur
covers: Sam H rell Bishop
echt, Marsha
Paul Bowman Mihotich,
, R.Robinson,
K.Barac ...


... Introducing
the Nabaztag
by Violet

demonstrating complex
products

5 events with 300+ visitors

widely covered in media

s”
... “With out Bounderie
dwb
okdeluxe, M ikkel Kosser &
n
Extrem e customizatio
dynamic anim ation program
rs
project ed on Wallpape ners
By Singles T apete, sb 2desig

17,000 customers

s.
... and product sticker
By Shufﬂesome
lip,Studio Wolfe
Miawold iPod C

£ 50,000 turnover

£ 15,000 own investment

” by Endﬁle, Kate
... “SMS stitched
Pemberton
Customized Nokia 5110 by
Malcom Goldie
e
Samsung Mobil


Applied Art & One Offs

... Cable
Jewellery
... Custom by Bless
ized Hul
ger Phon
es


launch of Marcel Wanders
wireless loudspeakers

anything digital ...

y
... Je Joue Vibrator b
G.Hollington are
inclu ding Pleasurew
e
prog raming softwar


market acceptance feedback

h
nk Book Launc
... iRex, iLiad eI
for the UK
n ﬁles: drawing
... demonstratio
from RCA animation
department


prototypes placement

stat us indicator for
abot, presence
... Avail s, by Schulze Webb
social networking site


music interface

sic,
on th e history of mu
... inte ractive poster
b y Osmotronic,


“Into the Woods ... “

... Holz Ko
ntor Wood
... Hulger w pc
ooden pho peripherals
ne


unique products

... iLogs, electronic s
ampling music
instruments by the
Owl project


... Tree Grow
th, prints and
software, by interactive
Jeremy Thorp
... Interactive
projections b
y Bitforms

mobile phones & interactive art

product demonstrations

... Brio RFID enabled toys, making
sounds or changing train direction
when passing over track

Vahakan’s Table

ian
by Vahakn Matoss
... M icroscopy Table

interactive furniture

t
... Roomba, iRobo clock by kouji iwas
aki
... TO:C A 'wood' LED
... Multip ot by Rotaliana

robots

Christmas presents

rphones
adana PE-117 high end ea
... Am

Eco - Awareness
... Launch of Wattson wireless energy
meter, with ambient usage feedback.
by DIY Kyoto


entertainment
... Laughing Swing by Michal Rinott &
Michal Rothschild with Leor
Weinstein2006

What
we
learnt


case example
Philips Digital Photo Frame

... sold as many
as Peter Jones
road ... down the
... to people wh
o switched to
years ago and digital only few
noticed that th
their pictures a ey didn’t see
nymore.
... to people wh
o don’t climb u
ﬂoor technolo p to the fourth
gy department
... to people wh
o refuse to wa
Curry’s, Pc Wo lk into a
rld etc
... how do you
demonstrate t
photo-frame o he quality of a
nline ...


case example
Philips Digital Photo Frame

... from barely u
sable to
difﬁcult to exp
lain on the
shop ﬂoor.

innovative UI Modal Joystick UI

instant use multiple steps to start viewing

case example
Marcel Wander | Holland Electro
... these are probably so
me of the cheapest Marc
Wanders products on th el
e market. We could hav
sold for double the pric e
e if the quality would ha
been better... ve

Theatre WaveTV


case example
Marcel Wander | Holland Electro

... battery compartment
lids broke in
many cases on first use
.
... the WiFi signal conflic
ted with
other devices
plastic engineering
... many unsatisfied cust WiFi - conflict
omers
... uncooperative manufa
cturer

case example
Nabaztag ; internet appliance

£ 80.-

case example
... relative complex pro
duct but with an easy to
appeal. use
... some customers requ
ired installation service
our IT partner Digital P s by
lumbers who have a bett
margin on the product er
that our retail margin.

£ 80.-
£ 95.-

case example

... unfortunately the com
pany went Bankrupt.
Not surprisingly, when w
e noticed how
difﬁcult the product is o
n the shop ﬂoor.
... needed many small usa
bility improvements
to increase user appeal.
... required product diffe
rentiation on same
platform to appeal to d
ifferent market
segments.


case example
Visual Thesaurus ; Software
ThinkMap, Mark Tinkler

... One of our commerc
ially most
successful products. Wh
en this sits on a
shelf in a shop nobody
will pay
attention. Each time we
did a 30 sec
demo we would sell a c
opy at 50%
margins.


case example
art & commercial products
... the value perception
of art pieces and produ
within the same environ cts
ment changes noticeable
.

Hard Wired Devices Multipot
Roger Ibars Rotaliana


If we want to continue
producing innovative products
and services,
we will need to innovate
the customer touch points.


shopping is not anymore
what it used to be ...


consumer electronics retail
on the high street is failing
and ...

l. ..”
” O u r s t o re s a re d re a d f u we t t CEO DS G i
Jo h n B ro


department stores
face competition from
online price comparison sites


manufacturers increasingly
sell directly to the end-consumer


many products are only
available online

Ludwig Gatzke http://flickr.com/photos/stabilo-boss/


new business models are
emerging ...

...x00,000 “apps” and counting


margin pressure doesn’t allow
offering the required customer
services .

fashion books furniture consumer digital
electronics media

50 - 75 % 30 - 60 % 25 - 50% 10 - 30 % ?-5%
10 - 30 % 10 - 30 %


traditional retail


internet retail economy


the last click

a whole valu e chain of events
can lead up to a transaction, but
only the last click receives a
share of the revenue, and all
others miss out.


Genius
bar

iPhone
Apple Apple increasin gly owns, within
Care iPod
its brand, mos t aspects creating
.me
iTunes
a complete ly integrated, 360
store
Macs user experience
Apple
online

Apple iLife iMovie iPhoto Garage
band
iWeb

iWork

brand owned Pages


Digital
Olivetti
Bless
Cables wood
pc Multi
show-
iRex pot
rooms
Je Joue eBook
photo
online Diy
store Kyoto
Sonos Hulger

Sharp website Singels
visual
cards box
tapete

We are interested to
curate and mediate a
Troika
Art
multi-brand, integrated
Ibars
curated multi brand Koser
lifestyle user experience
mediated Somethin
g vironment.
en Owl
iLog

thank you !
ag@digitalwellbeinglabs.com


ot desu I
ngised

www.digitalwellbeinglabs.com


Digital Wellbeing Showroom 2006

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