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P&G Workshops
Goal Today
Steve Wright Insights
Mind Map Overview
It is All About Me (just to start)
The New Aesthetic for Female Consumers
International Workshops on 50+
US Educational Experiences
Live Well Studio Insights
Maslow’s Split Hierarchy
Live Well Studio Insights General Overview
Live Well Collaborative: A CatalystCreated to Respond to and Build on:
The LIVE WELL COLLABORATIVE
P&G’s Commitment to Design + Consumer Insight
A. G. Lafley made Design a Direct Report with Claudia Kothcka as VPIn the Last 10 Years Design has grown to over 400 Internal Designers and Connected to Dozens of Design Consultancies
University of Cincinnati Comprehensive Research and Design CapabilitiesUC President The Live Well Collaborative Innovation in Putting Students First Connecting with Companies
University of Cincinnati Roles that Collaborated to Develop the LWC
Introduce The Live Well CollaborativeExpanding P&G’s Concept of Connect and Develop Responding to a Global Market Opportunity Creating a New Model of Innovation for Connecting Building a Continuous Platform for Interdisciplinary Education at UC
Live Well Collaborative Core CapabilitiesProviding10 Week New Product and Service Studios Providing Workshops for Individual Companies or in Combination with other Members Building and Maintaining a unique 50+ Informatics Database
The 50+ Consumer OpportunityBoomers
Total for 50-100 Buying Power:
Challenge for Companies
Scope for 50+ Market
Consortium seeks Companies representing the breadth of these Market Segments
Comparative Structure:
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University
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UC has a World recognized Design Program embedded in a Comprehensive Research University
School of Design
DAAP
Industrial Design #2
Interior Design #1
Medical School
Top Rated
Top 25 Research University
Comprehensive Translational Research Capabilities in DAAP School of Design
The ability to turn ideas into solutions for everyday life
What Happens in the Design Studios?
- Sponsoring company develops a brief for problem to solve or opportunity to explore
- UC Team created: multi-discipline faculty leadership and students
- 10-12 week project studio
- Sponsoring company offers occasional help to review progress and provide information
- Team designs a new product or service which can include prototypes, technology solutions, etc.
- Sponsoring company owns IP that is created
Comprehensive Research, Manufacturing and Design Capability
In Cincinnati and the tri-state region
Translational Research to achieve Pragmatic Innovation
Translational research:
A term developed by biomedical engineering,
taking ideas from the “lab bench to the bedside”.
Pragmatic Innovation:
Developing products and services that delight consumers,
have zero negative impact and are profitable for companies.
Why U.C. School of Design ?
- History of Successful Industry Sponsored Research and Studios
Toyota, Delta, Kodak, Ford, GE, LG, Procter & Gamble, Samsung, Honda, JCPenney - Comprehensive Research Capabilities
Digital, Industrial, Fashion, Interior, Graphics, Transportation, Local Design Community - Interdisciplinary Projects and Research Capabilities
Biomedical surgical equipment, Bioinformatics, Robotic surgery, Orthotics, Automotive design, Branded environments, Interactive design and visualization
Overall Top Ranked Design College in America -- Business Week
3 disciplines rated #1 or #2 in nation
The only public institution listed in top 10 best Design Schools in the world
-- Business Week
Most effective Design Cooperative Education System in the World
Network of >300 Companies Globally
Strategic Membership & Benefits
Membership Commitment
Access to ~2 Design studios/yr
Additional mini Creative sessions & Executive education
Unique IP benefits
50+ Informatics: research data and consumer insights
Collaborative Forum with non-Competitive Corporations
Conferences, pod casts, and web access starting year 2
Position on Advisory Board
Rotating Board position, and Industry Executive position
LWC Studios
Design Innovation Studios
- Focus on “Fuzzy Front End”
- 10-12 week Immersion, creates rapid and comprehensive ability to respond to trends.
IP creation
- Clear guidelines to manage patentable output
Marketable Products and Services
3 Studio Formats:
Curricular
Co-op
Grad/faculty Research
“Thinking out of the Box”:
Leveraging the Vitality and Unbiased Innovation capacity of UC Students as directed by faculty.
An Initial Concept for Product Idea For PUR Studio P&G
An Initial Concept for Product Idea For PUR Studio P&G Deconstructed
Mikan Ball
- A New Product for the Bathroom
- Cleans water and Adds Aroma to the Bath Experience
- Co-Branding With 2 P&G GBU’s
Concept Integrated
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Consumer Insight |
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Japanese Custom |
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Chemical Knowledge |
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Material and Manufacturing |
Overview of Resources Contributing to Hill-Rom Studio
Students: LWC Studio Project Benefits
- Working with students from multiple disciplines
- Working with leading corporations on products + services focused on improving the lives of 50+ consumers
- Seeing concepts move from sketches to actual prototypes
- Hands-on research + interviews
- Practical job experience
- Access to unique design + research resources
Students:
- Collaboration generates new knowledge faster and more efficiently
- Provides a distinctive student experience and helps to build the reputation of the University
- “It’s fun!”- Karen Machleit, Marketing Chair for UC College of Business
Faculty:
- LWC Studio Project Benefits
- Fresh approach to a new studio model focused on meeting the needs of 50+ consumers
- First-hand view of the overlap and uniqueness of various disciplines and perspectives working together
Overview of General Mills studio process:
Three Phases:
- Research
- Concept
- Refinement
Research
Phase 1
3 teams presented their “learnings” related to yogurt and Boomer women
- Science Team
- Culture Team
- Consumer Insight Team
Teams were then reshuffled to devise concepts based on General Mills’ feedback
Baby Boomers and Skin Care
Skin care and appearance are important baby-boomer issues!
-Baby boomers are seeking facial treatments more than ever.
-What used to be a luxurious treat is now becoming a normal.
-There is a process in helping to take care of aging skin.
-Everyone from high powered executives to stressed out employees are looking for ways to decompress.
-The SPA has became a really great part in baby boomer life.
-More than 56% of the visitors at the Spa’s in the US are Baby Boomer Women!
-Most of them come with friends or daughters.
Phase 3: Final Package Designs
- Designers worked final form, graphics materials, and manufacturing.
- Business Students conducted further market research testing design concepts and developing the business argument for the package solutions.
- 12 Final Concepts were presented to General Mills complete with prototypes and printed graphics. Prototype support came from Haney PRC.
Final Package Design Requirements
LWC IP Implications
Each studio can produce several versions of each type of intellectual property
- Utility Patent
- Design Patent
- Copyright
- Trade Mark
- Trade Dress
- Trade Secret / Competitive Advantage
LWC Studios Benefit and Results
UC Studio Support
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Studio Results
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LWC Informatics
Supports Integrated studios
Corporate research by members
Executive Education
| Providing Actionable Insights for: Live Well Collaborative studios and Member Companies Project Team 50+ Site
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LWC Structure
Structure:
Non Profit 501 (c) (6)
Independent Entity
Board of Directors
3-UC, 2-P&G
1-Hill-Rom, 1-General Mills,1-Citi
By Laws
LWC Corporate Collaborations + Board
Legal Structure
LWC Intellectual Property
Objective:
To deliver breakthrough innovations to the 50+ consumer
Innovation:
Fast
Interdisciplinary
Leverage Intellectual Property
- Negotiated in advance and agreed by all member companies- fair market value.
- Focused around companies’ needs.
- Based on P&G’s Connect and Develop strategy.
- IP paid for in cost of the studio.
- Commercialization “success” fee paid back to the LWC for investment in future.
- Allows companies to co-invent with UC students and faculty.
- Dynamic model
LWC Goals + Vision
The Live Well Collaborative Equity
LWC Mission: Leverage collaborative efforts to enable 50+ consumer to live a full life and to contribute to the improvement of our communities.
| LWC Brand Essence
| Student Unbiased innovation directed by faculty delivering concepts to grow business among 50+ consumers.
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| Primary Target
| Companies and NGOs that want to meet the needs of the global 50+ market.
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| Overall Brand Benefits
| For Members: stronger brands (measured by sales volume and profits) and energized employees. For UC: For Consumers:
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| Reasons to Believe
| Student unbiased innovation provides fresh perspective focused on 50+ consumer which is created by: One of world’s top ranked design schools (DAAP) where students
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| Brand Character
| - Innovative - Spirited Inspirational - Collaborative Believes that part of life’s purpose is to “give back”
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| Desired Equity
| Connect and Develop across industries, companies, and universities to create marketable, life-changing solutions for the 50+ consumer.
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| Selling Line
| Innovation for the 50+ Generation
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