3. The Future of Laundry
THE Process
The innovation journey began with an intensive
learning & discovery phase: swotting up on P&G,
their laundry care products, competitors and rival
brands in the sector. This knowledge went towards
building a company and industry profile, and the
creation of brand positioning maps.
At the same time, with the aim of learning how
laundry care happens in the real world, cultural probe
kits were distributed and home visits paid to watch
people do their washing.
BrandpositioningMAPEthnography&ObservationCULTURALPROBEkit
4. The Future of Laundry
Outside of the home, data was collected on how,
when and where else people are doing their laundry.
What are the trends in society, technology, the en-
vironment, the economy and culture, and how may
they be impacting on the way we live our lives and
our laundry habits?
VISUAL DATA CAPTURE & Trends research
THE Process
5. The Future of Laundry
The exploration phase is where all our research
and ideas were let loose and insights generated.
Working in teams, we set about visualising
‘The Future of Laundry’, resulting in the creation
of different world scenarios, each offering multiple
opportunities for P&G in laundry care product and
service innovation.
THE Process
DESERT DRY WORLD
WATER WONDERLAND new service opportunity
6. The Future of Laundry
Experience oriented Services & Discovery Centres
A range of new laundry service bars and centres;
located in urban areas, major travel hubs and suburban shopping centres.
7. Unique retail,
social & cultural
heart of the community
Portfolio Case study
THE new old market
2
8. The new old market
In November 2009, there were 20 empty
units in Brixton Village. Lambeth Council
and the market owners approached the
Space Makers Agency about helping to
revive the ailing south London market.
We began by delving into the history of
Brixton and the 1930s arcade...
Trend analysis Ethnography Observation Customer journey mapping co-creation & Piloting
THE Project
http://bit.ly/gwSHQw
BBC 1 Inside Out:
“The key to this project’s success is
that all the shops here are bespoke to
the local community.”
http://bit.ly/h5Rlou
The Times (Paywall/Subscription req.)
http://bit.ly/cGGLph
The New York Times
http://nyti.ms/aigW7R
Video
PRESS
9. Spent time observing; talking to local traders,
residents and visitors to the market...
The new old market
THE Process
10. The new old market
THE Process
Invited the community to explore ideas for the empty units...
11. The new old market
THE Process
...and piloted weekly events across the space.
12. The new old market
Nine months later, through a creative mix of temporary and permanent arts,
cultural, community & new business projects,
Brixton Village has been transformed into a thriving local and destination market.
Unique retail, social & cultural heart of the community
14. A joint venture between University College London and Mobile
Monday London, The Mobile Academy is a practical learning pro
gramme designed to help participants develop their skills across
mobile design, technology & business.
#NEEDTOKNOWMOBILE
THE Project
COMPETITOR ANALYSIS BRAND POSITIONING Creative strategy BRAND development
http://bit.ly/1c7nCtL
LINKS themobileacademy.org.uk
The Brand Explained
http://bit.ly/1dyGHB1
A Service Design Approach
15. A participant journey map and service blueprint was
created to help plan and deliver a practical, social and
enjoyable experience of one of the interactive sessions.
THE Process
#NEEDTOKNOWMOBILE
18. fruitful video linking
Winner of the TSB Digital Innovation Contest 2013
and partnership with YouTube, Spry online video
tool enables video creators to enrich and monetise
their content.
THE Process
Initial research of all things online video, point
to a potential opportunity to differentiate Spry
by seeding it within the YouTube user-generated
video community.
COMPETITOR ANALYSIS
BRAND POSITIONING
DESK RESEARCH
STAKEHOLDER MAPPING
TREND RESEARCH
1: 1 INTERVIEWS
19. One-to-one interviews revealed that beauty & fashion YouTubers
are those most likely to benefit from Spry.
FRUITFUL VIDEO LINKING
THE Process
20. Netnography helped garner further insights into the world of beauty & fashion blogging.
FRUITFUL VIDEO LINKING
THE Process
21. With the aim of further exploring commercial and creative opportunities, Seren-
dipi.tv is collaborating with a leading producer of a YouTube beauty and makeup
channel. The next phase of user research includes observational research and co-
creation activities.
FRUITFUL VIDEO LINKING
NEXT STEPS
At the same time, the brand’s creative strategy is designed to engage and connect
with aspiring make-up & beauty video bloggers.
