Design Thinking - Unlocking potential of observation
Design Thinking - Insight to money
Design Thinking - Is not about thinking
Design Thinking - Idea that works
Design Thinking - Unlock ideas
Empathy - We have but, do not use
Observation - Key to Design Research
Observation.- key to Design Research for understanding latent needs of people. Kranti Vanjri & the Elephant team sharpening Observation and in-sighting skills
User Empathy
Adapting technology to create experiences
Adapting technology in physical environments : Create exuding experiences.
Branded environments in India are evolving. What trends are affecting experiences, how does new technology play a role in design of spaces and how does one connect with the new age end user.
By SHRISH TILEKAR
Experience based environments encompass a variety of sectors in today's world, they span across the service , manufacturing and retail industry .
Within the manufacturing sector, traditional companies, rather than carrying out boardroom presentations, are now setting up experiential spaces to communicate their offering. Working alongside designers companies are creating user journeys to best experience and explain their products & services.
The service industry having realised that customer engagement for good service is about good experiences, are creating positive memories at various touch points. They understand the relevence of this model to keep up in the ever competitive market. Mobile service providers are offering in store expert advice and value added service like free wifi, refreshments in an attempt to give a wholesome experience to their customers.
Banks are adopting user centered approach to design to make customer journey seamless and a pleasant banking experience. Such experiences help create an emotional connect with the customers, helping build long lasting relationships enabling a loyal customer base.
Hotels are coming up with theme based rooms to offer exclusive experiences to their guests and to try and present something new each time. Spaces like hotels are emphasising on distinctive moods and perceptions. Themes, lights, textures, alternative seating options make each visit into a novel experiences within a single space.
In Retail, brands have moved past the requirement of maximum SKU displays , brightly lit spaces, and use of multiple colours and materials. They have started to realise the importance of consumer centric designing , thus focussing on creating differentiated journeys and better experiences in the space which do not directly relate to the selling of the product but to build lasting memories , loyalty and superior impressions of the brand.
We are seeing a period when local players are realising the need for innovative and creatively designed experiences in the space that would help them compete with the global brands that are storming the Indian markets.
E retailing is also growing at the rate that one had never imagined. Though the e-retailers are changing the way people have been shopping and a complete change in the mindset of these people as well , the brick and mortar stores still hold their own charm amongst these users and also are an important element in the marketing mix.
Axis bank branches designed to suit every need and comfort of the customer to the highest order. A customer centric design approach that ensures customer comfort and hence builds better relations and brand loyalty within the customers.
Over the last two decades advancements in technology and the rising internet and mobile phone penetration has changed our lives and the way we communicate, do business and the way we shop or receive a service.
Technology has reinvented almost every aspect of the journey of a user within spaces through new ways of browsing, digital shopping cart, reinventing changing rooms, sizing and customising on screen, in store remote video broadcast, real time SKU tracking, multiple payment options and methods. Technology is affecting how a store operates, thus presenting a completely new canvas to the designer.
Design will not just be restricted to one channel but there will have to be a holistic approach towards omni-channel retailing. Design of these physical spaces will have to be thought of keeping in mind other channels, where essentially the same kind of experience will have to be replicated or where the digital experience will have to be seamlessly integrated with the physical space. It is about the digital interactions and journey that comprises of human to space ,space to human, human to digital and digital to human interactions.
One such current technology is the mPOS ( mobile point of sale). The introduction of this technology has comprehensively transposed the journey of a user in any given environment.
It eliminates cash counters, queues, paper receipts, dependency on wired or even WIFI internet connections, bulky billing devices, and much more. For the customers it means safe transactions, cash free wallets, hassle free multiple payments and no long boring queues, all this for more shopping time with a better experience.
mPOS is now being used by every retailer around us, at fuel stations, grocery stores , retail stores ,cab drivers, e-tailers for payment on delivery and so on. Ezetap is a good India centred example.
User fast adapting to new tech, are also evolving simultaneously. The needs and the demands of these users have changed drastically prompting the brands and the designers to take quick steps towards creating environments to suit their expectations. In this scenario designing environments will be more about mapping an experience of a target customer and less about clever furniture or a different looking space. Experience Retail will be less about trying to sell more things but moreso be focused towards great customer therapy.
Retail will no longer be just a place to buy. It will be more of social zones, hangout places, informative and educative. It will be a place that provides a holistic experience and a seamless integration with out-of-store engagements. People manning these places will be a lot more than just sales people. They will be the facilitators to conversations, educators and also designers that would make changes in the journey of a user based on his past experience with that particular user. Personalisation of experiences will be taken beyond the visible expectations of a customer like on the go, adventurous, relaxing, involving and so on.
Designers now will play a crucial role as an integrator, showing keen understanding of new tech, e commerce and people psyche’.
SHRISH TILEKAR is a Senior Designer, Environment Design at Elephant. An alumnus of National Institute of Design, Bangalore and with a Masters from IED, Milan, he leads a cool team of designers focussing on retail, special functional spaces and branded environments.
Three Pillars of design Thinking
WHAT VALUE AM I CREATING #3
TEAM ELEPHANT SPEAKS
WHAT VALUE AM I CREATING #3
I'm a preacher for planning. I love to work on well-planned projects. It helps me maintain the enthusiasm, fun & love for work.
I was blessed with really good, encouraging seniors. And I try to bring those qualities of encouragement, guidance, humbleness & fun on the table as we work.
Suraja Kotnis - Graphic Design Team
I am working on photo-shop tablet sketching and through peers I have learnt the process from scratch in Elephant and will continue to try and learn new methods like this independently.
Aarish Netarwala - Product Design Team
I strongly believe that my greatest value is my love for illustration. And if there is any illustration work required by any team, I am happy to help!
Nivedita Kekre - Graphic Design Team
Beyond the defined solution I also make few innovative routes, which are a few steps above the requirement. This way the client can know our expertise and understanding of the problems in his market. Also the client can come back to us when he/she has more evolved requirements as well.
Rimpy Batra - Graphic Design Team
I am encouraging all designers to create one pro-active design work a month. This not only creates a healthy competition but also pushes ones creativity. One also ends up doing something different beyond the regular projects.
Nikhil Phadke- - Graphic Design Team
Constraints as well as possibilities with the vendors/supplier organizations are important. This helps us to know the latest trends and technologies in the respective sector. I am creating a cutting edge vendor list, and will try to arrange visit for the team.
Yogesh Maralkar – Product Design Team
WHAT VALUE AM I CREATING #2
TEAM ELEPHANT SPEAKS #2
WHAT VALUE AM I CREATING
I always have options ready. Being in Administration and HR we have to take extreme care about planning. Still we should think about the worst problem may occur in between and always be ready with the options so that all functions happens smoothly.
For example, arrangement for any event / workshops check all small thing like food type, drink flavour, mosquito repellant in working condition, etc.
Jayashree Babar – HR & Admin Team
Whenever I encounter a design brief or a design problem I try to look at divergent ways to come up with concepts ( e.g Method cards, Visual Thesaurus etc) and to bring the same to a logical execution. Being empathetic to the users/clients needs is something that I have learnt over time here.
Meenakshi Borgohain - Graphic Design Team
A design that is practical and easy to execute as per the production methods. I try to educate the younger designers the importance of smart design.
I try to involve in other teams project also and give my inputs wherever necessary new technique, method and new design trends.
Abhay Patil - Graphic Design Team
I have also been organizing out of office activities with my colleagues that include home visits, outings, treks as well as get-together for Elephants. Meeting outside the office helps the team synergies and know each other better, building friendships and camaraderie.
Harshad Choudhari - Program Management Team
I maintain a list of work, which I have to do. And try to done it as per priorities. It is very helpful to me to keep track on my daily, weekly, monthly work.
One thought can change our mood. I try to write one good thought on our white board everyday.
Rohini Natu – Finance Team
WHAT VALUE AM I CREATING
TEAM ELEPHANT SPEAKS #1
WHAT VALUE AM I CREATING
Smallest of things I learn at vendors & printers, I feel the need to convey it to our designers as well as artwork people quickly.
Pravin Mutkekar – Artwork team
By educating everyone around us with the projects that we have worked on and letting them know of the mistakes committed, so that such errors and mistakes can be omitted in future, adds to a lot of value to the Team.
Sharing and using new technologies, new trends and new insights from the industry/cross-industry
I have learned a lot from this place, and wish to give back with pleasure.
Vidyavati Gore – Program Management Team
I try to go the extra mile and do something additional for my colleagues who are stressed out. This in turn gives me an exposure to a task that I may not have worked before.
Gouri Kamat – Graphic Design Team
Quality is always maintained in urgent work, many a times in hurry, there is a big chance that slip up might happen for some things.
Power Saving - I take care of mine as well as my floors machines when is not in use, at that time I switch OFF the machines / ACs / Lights / Fans etc.
Harshad Deo - Artwork team
What’s happening in Visual Design: Before & Beyond
Mayuri Nikumbh
Visual Design and Graphic communication is evolving. What are the trends that will sway the graphic world, how does new technology play a role in this new evolution and how does one connect with the new age end user.
By MAYURI NIKUMBH
With the lines between different media of visual communication blurring by the minute, it is inevitable that the design trends are being heavily cross-pollinated as well. While skeuomorphism has taken a big beating in the latest versions of all digital platforms, it is a trend that is not going away for a long time to come but rather is being adopted by print as well. Simple, flat graphics with solid, contrasting colours is the flavour of our present and fast becoming the preferred style of visual communication for designers & viewers alike.
What’s also emerging as a visual delight and emotional connect is ‘handcraftedness’. Whether it is the use of freehand fonts or unfinished textures or rough sketch lines – imperfection is the new perfection. It is probably the coming of a full circle after the visual fatigue of too much slick & shiny in the preceding seasons. People as consumers are now looking for rootedness and familiarity of the days gone by! Since products & services are also speaking of the same language – their means of communication cannot remain unaffected.
An offshoot of the above is also another visual trend which sees the mixing of the old and the new – the classic contemporary or the retro new age! Both compliment each other beautifully in terms of image & typeface or colour & form or even tone of voice & visual expression.
Packaging Design for Britannia Good Day Chunkies, truly emphasizes the imperfect, handcrafted feel of the product within.
Today technology is enabling in more ways, to express the desired design outcome. If all the above design trends can be brought to life, say in a packaging design exercise, it is due to the advances in printing technology. Whether it is about making a plastic pouch appear like paper or whether is it about creating illusionary glass bubbles on a flat surface, it is all being made possible to attract the consumers’ attention sitting on a shelf and communicate the right brand story.
Another area technology has impacted communication is the new way of purchase – online! The way packs look and engage a consumer is rapidly requiring newer strategies and design expressions. Here the competition or concern is not so much about the shelf shout. The challenge is to appear distinct and engaging in a few pixels and help make purchase decision without holding and feeling the pack in hand!
Substrate treatment simulating actual paper does complete justice to Paperboat Drinks in bringing alive its brand story of being pure and unadulterated nostalgia
In an age where there is prolific usage of internet & new-media not just by the youth but every set of hands who has a cell phone, easily spanning an age divide from 12 to 80, the end user is changing with every new download or upload. The only way to strike a chord with these people is to understand their world – become them. As a designer, one has to constantly be shifting identities and changing shoes based on for who is he or she is designing. One could be reading ‘The Diary of a Wimpy Kid’ on a day to understand what does today’s ‘tween’ think like or could be speaking to a pediatrician on another to understand what a mother is truly anxious about. A designer of our near future has to be a heady mix of psychologist + ethnographer + crystal gazer! J
MAYURI NIKUMBH is a Principal Designer, Visual Communication at Elephant. An alumnus of Industrial Design Center, IIT-Powai, Mumbai, she leads a cool team of designers with work straddling across brands, packaging and branded environments.
Journey in Elephant Design is like my first roller coaster ride
Whatever Floats - Paper Boat
It (paper boat) could well be the “cola” of Indian ethnic drinks. - VT Bharadwaj, MD, Sequoia Capital
Packaging Emotions
Creative Gaga Magazine published by Open Bracket Publication celebrates good design. And is a great reference for techniques, insights and inspiration. Their latest issue is a "Packaging Design" special. And they invited Team Elephant to design the cover! (who else?)... with Mayuri Nikumbh, Suraja Acharekar, Rimpy Batra, Partho Guha
Expanding the Envelope
By Anand Palsodkar
Anand Palsodkar
For designers, one of key drivers at a design consultancy is the variety of design assignments one gets to work on. It expands the designers’ perspective about the design as a faculty and helps a designer ‘Grow’. With that said, it also expects a great deal from designers in terms of the skills, knowledge and ability to understand complex nature of new design opportunities.
With competition increasing, the industry becoming aware of role of design in keeping their products, brands alive and relevant, designers need to meet with ever growing expectations from industry on various fronts. Designers ought to do conscious efforts to push the boundaries of skills, knowledge and communication beyond what has been traditionally taught in schools and expand the envelope. Availability of the latest information at fingertips, rapidly changing tools for design and manufacturing, the designers have to straddle between keeping abreast with the latest in design and dynamic business environments. Designers are a bridge between the users and businesses, technologies. In present scenario, it has become crucial more than ever to develop a better understanding of complexities businesses concerns, market challenges and to be able use design as tool to solve it.
Design has always been teamwork and the designers deal with diverse stakeholders in the process. Ability to communicate effectively and accomplish the task, from a supplier or a client is a key to the success of a design assignment. Teams are an asset; to be able to effectively use team skills and deliver the right solution in shortest possible time has constantly been a challenge. Managing a team of designers, keep them motivated all the time is a constant endeavour.
Such efforts to learn and achieve something new, add a great value to an individual and the task at hand. Pushing the boundaries has always helped designers remain on their toes and keep the ‘designer’ inside alive and that’s what a designer should always strive for.
