Name: Brainstorm Design 2019: Seeing New
Uploaded: 2019-03-21
Duration: 6 min 3 s
Description: Design surprises, but businesses do not like to be surprised. Frameworks enable us to understand and manage our world, but they also limit what we might see. Often it is the mundane or the invisible that is the key to a breakthrough.

Hello, there can sometimes a little bit of a tension between creativity and control. Businesses like to start with budgets, engineers with boundary conditions and constraints, and stuck in the middle it can get a little bit claustrophobic. But good design Has responsibility of deciding which rules to break. I can tell you a little story about how a new product was launched based on a very simple human insight. Its work we did a continuum. And it reveals that sometimes it's the most mundane or the invisible. That's the key to seeing things in a new way. So here's a business problem. Tetra Pak was losing market share to plastic bottles. Tetra Pak, they make those cup and drink packages you see everywhere. They're losing share, why? Because some people thought that it was easier to drink from a plastic bottle than from a Tetra Pak. So the design challenge is design a tetra pack that is better to drink from than a plastic bottle. Simple, right? But there's an engineering constraint. You see that rectangle on the top of the package? Solution has to fit within that rectangle. We were told That if you didn't fit within that rectangle, it'd be impossible to make. So how are you gonna solve this problem? You can stare at that drink all day. You can brain storm exotically shaped pieces of plastic that might fit in that box. And touch had been doing that for eight years to no success. People were thinking that it was impossible, or you could think, better drinking experience, drink, [ BLANK_AUDIO ] how do you drink? And you can ask the question how do you drink? You know surprisingly Tetra Pak which is a multi billion dollar company And its very existence depends on people drinking, and they had never asked that question. They did not know how people drink. So I'm gonna ask you, how do you drink? I think most of you have in front of you a bottle of water and I would like you to open it up and take a sip. And then reflect on how you drink, I'll do the same. [ BLANK_AUDIO ] Now to solve this problem, what we did was, we put a video camera in the bottom of a bottle, And we watched very closely to make sure we understood what was going on. [ BLANK_AUDIO ] We watched people drinking and we asked them questions about their experience. We got into a discussion about what was good and what was bad. So please Follow along, immerse yourself in the experience and participate experientially in this journey. What we learned was fundamentally there are three ways to drink. And I'm gonna demonstrate them for you and I would like you to drink with me. And maybe you'll learn something new. So the first way to drink is what we call the suck mode, okay? That's where you put your entire mouth around the opening and you drink. [ BLANK_AUDIO ] Okay, now you can tell it's a suck mode because there's that little Sound at the end. Okay did everybody do that? Okay good. The second mode is the pour mode. You just pour it into your mouth. [ BLANK_AUDIO ] Simple, right? It's what I was doing in the video. And the third mode is a little more sophisticated. Okay, it's where you form a seal between your top lip and the surface of the water. And then you use your tongue to pull the water into your mouth, okay? Let's see if we can do that. [ BLANK_AUDIO ] It turns out we use the pull mode When we're really trying to savor the beverage, okay? So there's three fundamentally different ways that we can drink, and it turns out that different people drink in different ways. We drink differently depending on who we are, where we are, and what we're drinking. And if you want to design a good drinking experience, you want to design so that it accommodates All three ways of drinking, now that we understand the rules we can understand how to design that ultimate interaction between the legs and the opening and the closure that deliver that and the opening in the package and, no, we validated the roles. A hoe has gone over the edge we're working outside the box. Well [ COUGH ] because with a combination of customer insight, creativity and critical thinking we were to layout the very well posed engineering and business challenge for [ UNKNOWN ]. They took on that challenge They solved the problem it took awhile and launch this package. First of all in Saudi Arabia and then across the world and it is now used by hundreds of different Beverages and drunk by millions of people around the world, which is foremost designers. The ultimate reward, impact at scale and businesses like that too. Cheers. [ BLANK_AUDIO ] [ APPLAUSE ] [ BLANK_AUDIO ]

Brainstorm Design 2019: Seeing New

Design

Design surprises, but businesses do not like to be surprised. Frameworks enable us to understand and manage our world, but they also limit what we might see. Often it is the mundane or the invisible that is the key to a breakthrough.