On Observing Moments

One of the most interesting talks I’ve attended on this course was a Design Thinking by Sam Bucolo, an associate professor from Queensland University of Technology. Much of his talk was about the value of human-centered design to business, particularly by identifying customer needs in exploring possible future scenarios. Whether it’s IKEA or P&G’s Swiffer brush, brilliant ideas that seem to have been inspired from what people need at the very least paint a lofty responsibility for the creative — to “have a conversation with a situation”, as Donald Schon put it, and do something to improve it.

Having been inspired by this workshop, we put this exercise into play by using it on another project for an Italian food company, that was happening simultaneously. Below is an illustration of the persona we’ve identified and taken inspiration from, to create our innovation idea. (Which, in a perfect world, you’ll see on shelves some time 😉 )


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