1 1.Context & Structure 2.General Design Constraints 3.Methodology & Problem Statement 4.Design Solution 5.Conclusions IST Instituto Superior Técnico (UTL) . IN+ Centro de Estudos em Inovação Tecnologia e Políticas de Desenvolvimento . . Ana Espada Dissertação para a Obtenção do Grau de Mestre Engenharia da Concepção Doutor António Luís Nobre Moreira (Orientador) Mestre Maria João Rodrigues (Co-Orientador) How to design trends and scenarios on a context of uncertainty? Learning from a Service Station
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1 1. Context & Structure 2. General Design Constraints 3. Methodology & Problem Statement 4. Design Solution 5. Conclusions IST Instituto Superior Técnico.
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General Design Constraints: Global Energy Context Evolution of Companies Environmental Strategies
Stage 1
environmental regulation and pollution control
Stage 2
environmental consciousness and product responsibility introducing life-cycle thinking: focus strategy on product/ services and minimization of the environmental impact > Life Cycle Assessment tools (flows of energy and materials)
Stage 3
Design for Sustainability emerge - design goals minimizing:> consumption of resources/ emissions/ facilitate product disposal at end-of-life, ideally with good prospects for reuse and recycle
Stage 4
Industrial Ecology (closing loops in industrial ecosystems)> promoting exchange of wastes across industrial sector/ energy cascading utilization: System Oriented
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
General Design Constraints: Client Context Effects of changes
middle 1980s the convenience stores became the main source of economic income
point-of-view of fuel-retail companies the convenience stores falls likely a service. Increasingly oil companies are shifting their business strategy from a product-oriented to a service-oriented framework
This uncertainty environment motivated the Portuguese oil retailer, Galp Energia S.A. to search for:
> new solutions leading to product differentiation > market advantage
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
General Design Constraints: UserRoad Transportation: Social Context Trends
75% of population lived in urban areas (2000)
83% of the inhabitants of the more developed countries will be urban dwellers (2030)
The population living in urban areas is expected to rise from:> 73% to 81% at Europe (2000-2030)> 77% to 85% at Northern America (2000-2030)
(UN, 2001)
This urban population growth will impose aggravated problems of pollution, waste of time and energy and lack of space parking availability, which further emphasizes the need to find alternative mobility solutions.
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
Human-centered design is now accepted by designers without questioning, almost dogmatically
Activity-centered design knowledge is used by the designer in addition to his own understanding of the activities to be performed, based for instance on feedback from previous product-generations, costumers, or from team members
General Design Constraints: Designer PerspectiveHuman-centered design / Activity-centered design
BumerangueModel
Technological and Economical Factors
Human and Environmental
Factors
ProductLife Cycle
semioticbenchmark
ergonomic
technolocy
clientrequirements
(...)
assembly
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
Scenario 2 also points out the benefits of convenient location within the meeting-point concept.
> this kind of location is interesting for business man than for young people
> it illustrates a behavior pattern identified within the participatory-design research: people tend to increasingly use service stations for communication activities
>> use their mobile IT devices (e.g. PDA, laptop, mobile phone)
Puts forward time and unexpected-events factors which may be understood as drivers for enhanced utilization of service stations if commodities such as advanced communication means with good conditions for meetings are provided.
Design ProcessDevelopment of Everyday-life Scenarios
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
Scenario 3 is especially intended at pointing-out the difficulties that may be faced by those who want to adhere to alternative mobility schemes.(such as private-car sharing)
> the rigidity associated to car sharing could be surpassed if the service stations, provided an on-site alternative solution.
> service stations are frequently visited on the pendular movements people do on a daily basis, a steerage function would address the need to move everyday products
Individuality and independency still dominates, and tends to continue dominating people’s life as a form of comfort.
Design ProcessDevelopment of Everyday-life Scenarios
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
Design SolutionHow to deal with uncertainty inherent to the fuel retail business, in order to minimize risk
The proposed answer to the fundamental problem is:
Shift the strategy from a product-oriented to a product-service-oriented focus – provide for mobility services rather than for fuels. Become a MOBILITY STATION.
Move people, products and information.
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
Design SolutionConceptual-exercised tendencies, extrapolated to a final Scenario/Story Telling
9:00
Kate arrives at the Service Station Car Park, ready to live her car and catch the subway to the work.
She whips out her 3G cell phone, and orders her laundry to be delivered to her Galp Personal Steerage Facility.
15:45
Kate decides to browse the web for a microwave oven. She finds a nice bargain at a local shop website and proceeds to buying it online. She orders it be delivered to her Galp Personal Steerage Facility.
18:30
After leaving work, Kate decides to take a stroll and browse some shops near her workplace. She buys 5 outfits in a newly opened fashion store and orders them to be delivered to her Galp Personal Steerage Facility.
19:00
Kate arrives at her car and conveniently stops beside her Galp Personal Steerage Facility, she loads her car with her laundry, microwave oven and clothes… and drives away.
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
The PSF unit will allow for the mobility of products within a customer-comfort framework.
> The implementation of this unit is dependant on the existence of a business dedicated to move the products themselves in short periods of time
> a similar function of that which is provided by already existing fast-delivery service companies > it would be advisable to establish a strategic partnership with one of fast-delivery service companies
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
Conclusions design problem :: problem approached :: design guidelines :: design solution
Problem approach:
> uncertainty focus Identification and design constraints hierarquization
> ethnographic methodologies
Design guidelines:
> a shift in business paradigm was needed
> service stations would become inclusive to the urban mobility system:
Provide: Mobility, Convenience and Comfort
Design solution:
“The design solution should be focused on non-fuel functional areas and on how to attract customers to these areas, while preserving the objective of enhancement of the core-business”.
“Shift the strategy from a product-oriented to a product-service-oriented focus – provide for mobility services rather than for fuels. Become a MOBILITY STATION. Move people, products and information”.
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007
Development of alternative vehicles portfolio, that would allow implementing in practice the concept introduced in this paper. One of such vehicles is the H2-Bicycle, in which development Galp Energia is already engaged.
2.
How to adapt existing fast-delivery service companies to this new mobility paradigm, especially in what concerns the PSF functional unit.
Ana Espada How to design trends and scenarios on a context of uncertainty? Learning from a Service Station September 2007