1.Designing new experiences for the modern 70’s outside their homes 2.Before i go to sleep project. Designing better bedside tables

1. Insights for Innovation
Raquel Félix
Jan/Feb 2016
“Age is an issue of mind over
matter. If you don't mind, it
doesn't matter.”
(Mark Twain)

2. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Mind over matter, say’s Mark Twain… but in the end there’s matter:
products, services and experiences made by Men’s minds. So, we can´t
ignore matter, but we can value our internal feelings over what “matter”
offers us.
Society has been a strong and cruel sharper of perceptions when it comes to
older persons. For the last decades, we watched ancients fall from a status
of wisdom to a place of no knowledge, becoming lost and silenced burdens.
This paradigm changed before and it will
change again, very soon.
The paradigm

3. Insights for Innovation
Raquel Félix
Jan/Feb 2016
“The number of “super-aged” countries
– where more than one in five of the
population is 65 or older – would
reach 13 in 2020 and 34 in 2030.”
(Moody’s)
Bringing meaning and context

4. Insights for Innovation
Raquel Félix
Jan/Feb 2016
• “Older persons are projected to exceed the number of children for the
first time in 2047.
• In most countries, they support themselves financially with their own
labour earnings, income from their assets, and through public transfers.
In most countries with pertinent data, older persons make net financial
contributions to younger family members until rather advanced ages.
• As countries develop and their populations continue to age, living
alone or with a spouse only will likely become much more common
among older people in the future.”
United Nations - World Population Ageing 2013
Bringing meaning and context

5. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
Reframing the challenges
1.Designing
new experiences
for the modern 70’s
outside their
homes.
2.Before i go to
sleep project.
Designing better
bedside tables.

6. Insights for Innovation
Raquel Félix
Jan/Feb 2016
“We don’t stop playing because
we grow old. We grow old because
we stop playing.”
(George Bernard Shaw)
1.Designing
new experiences
for the modern 70’s
outside their
homes.
1. Challenge one

7. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
Shop
Sing
Church
Read Work
Cafe
Visit
friends and
relatives
Watch TV
Not
feeling
old
Value
age
Feeling
useful
Feeling
independent
Worrying
about their
children and
grandchildren
Mall
Not
identifying with
older people stuff
and stereotypes
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Worrying
about
loneliness
Preserve
autonomy
Having
dreams and
desires
Market
Cinema
Friends and
relatives
homes
Theater
University
Excursions
Around the
neighbourhood
Talk with
neighbours
Walking
(dog,
grandchildren)
Sing at
choir
Urge to
help
Play
cards
Fishing
Gymnastics
Chat
Taking
care of
others
Alive
Active
Forgotten
by society
Good
internal
resources
Putting pictures on the frame

8. Insights for Innovation
Raquel Félix
Jan/Feb 2016
BEHAVIOURS
• They do normal stuff, like everyone of us
• They live in community and value that
• They are very active and some are still working (they want to be useful)
SOCIAL PERCEPTIONS
• Society tends to stereotype them in a negative way (sadly, simplistic,
unhealthy and useless)
SELF PERCEPTIONS AND VALUES
• The body is older but not the mind (not feeling old)
• They have in hands a new currency: time
• They don’t like or identify with “older people stuff”
Backing up with main findings
1.Designing
new experiences
for the modern 70’s
outside their
homes.

9. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Breaking and changing
perceptions towards older persons.
Shall we play?

10. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Take 2 minutes and
look deeper at the
following images.

11. Insights for Innovation
Raquel Félix
Jan/Feb 2016

12. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Have you identified
with any of them?

13. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
What about the
next images?

14. Insights for Innovation
Raquel Félix
Jan/Feb 2016

15. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Better good looking stuff right!
Nice spaces, happy people,
fine design, fresh colours…

16. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Now, imagine that you have
70 years old.

17. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Take another minute and
look at the same
images again.

18. Insights for Innovation
Raquel Félix
Jan/Feb 2016

19. Insights for Innovation
Raquel Félix
Jan/Feb 2016

20. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
With which images have you
identified the most?
Where would you like to be? What
products would you like to use?

21. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Imagining that you had 70
years old influenced your
answer?

22. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1.Designing
new experiences
for the modern 70’s
outside their
homes.
“If we detested cruises when we were
younger, we are just as likely to hate
them now. It's time business stopped
peddling lazy,damaging stereotypes of
older people.”
(Michele Hanson)

23. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
“We are all lumped together, from 60 to 90-plus. That’s a 30-year age
range. No one would stuff 10-year-olds and 40-year-olds into the same
category and try and sell them the same products. The over 60s do, and
are, all sorts of different things. We’re just like you, but grown physically
older. We still have individual personalities. We may one day need
nappies, extra healthcare and special handles on the bath, but in the
main, for as long as we can, we buy normal things: clothes, food, drink.
We don’t have a special uniform or want a slop diet. We like all sorts of
music.”
(Michele Hanson)
1.Designing
new experiences
for the modern 70’s
outside their
homes.
Making a statement

24. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Let’s understand
existent ranges of
ages and their
contexts better.
1.Designing
new experiences
for the modern 70’s
outside their
homes.

25. Insights for Innovation
Raquel Félix
Jan/Feb 2016
1940 1955 1970 1985 2000 2015 2030 2045 2060
2016
Insights for Innovation
Raquel Félix
Jan/Feb 2016
Fernanda
was born
(1939)
Hitler
invades
Norway
First
atomic bomb.
World War II is over.
Industry booms.
TV grows. LP’s, Polaroid and
bikinis are introduced. Bebop
emerges. Germany is split in
two. James Dean. Polio
vaccine. Playboy
Magazine.
Portugal’s
dictator
Salazar
War
at the
Portuguese
colonies
TV
control remote
invented.
Grace Kelly marries. The
EEC is created. NASA
founded. LEGO is born. Castro
becomes dictator of
Cuba.Berlin wall. The
Beatles. Martin Luther
King. JFK
Fernanda
is 31
Fernanda
is 16
Portugal
is a
dictatorship
Machines will
replace human
almost totally.
Fernanda
is 46
Fernanda
is 61
Fernanda
is 76
Portugal
at the
European
Union
Fernanda
will be 91
Raquel is
18
Raquel
was born
(1978)
Pocket
Calculators. Elvis
is dead. Star Wars.
Margaret Tatcher is the
first woman Prime Minister
of the UK. Madre Teresa
wins the Nobel Prize.
Perestroika.
Chernobyl.The
Oprah Winfrey Show.
Berlin Wall falls. Nelson
Mandela Free. Collapse
of the Soviet Union.
Titanic movie.
Viagra.
EXPO
98 in
Portugal
EXPO
98 in
Portugal
Raquel
is 37
New
currency,
euro.
Raquel
will be
52
Raquel
will be 67
Raquel
will be
82
Raquel
will be
97
2075
New
currency in
Portugal,
euro.
Mapping
the human
genome. World first
cyborg. Invasion Iraque.
Web 2.0. You Tube.
Facebook (social
networks). Technology
boom. Google. 3D
printers
Concord
crashes in France.
Global economy
crashes. Barack Obama
President of the USA.
Water on the moon.
Major breakthrough in
cancer research.
Major
impact on
climate changes.
Automated health
exams.
Space
voyages.
driverless cars. Full
time jobs will be reduced
drastically. Construction
will use printed
buildings.
Uploading
emotion directly
into our brains. Cure
for cancer. Them home
will monitor you 24/7.
Possibility of a III World
War. Able to speak
any language.
Portugal
is no longer a
dictatorship(since
1974). Microsoft and
Apple are founded. The
Muppet Show. Sony
introduces the walkman.
Packman. Rubik’s
cube. ET.
Raquel
is 6
Back
ti the Future.
Coca Cola. MTV.
World Wide Web.
Magic Johnson
(NBA).Dolly the Sheep.
Harry Potter.

26. Insights for Innovation
Raquel Félix
Jan/Feb 2016
When you get to your 70’s, will you
want different things from those that
exist now? What will you want?
Let’s start to design them!
1.Designing
new experiences
for the modern 70’s
outside their
homes.

27. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Maybe you don’t need a
walking stick, but you
would love to have one of
this!
1.Designing
new experiences
for the modern 70’s
outside their
homes.

28. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Some solutions
1.Designing
new experiences
for the modern 70’s
outside their
homes.Tell me your story!
(How was it back on
the days?)
Communities gathering
around storytelling
Room mates
system (sharing
homes against
isolation - together
is better)
Mapping the
neighbourhood
(where are the
things and the
people that matters
to me?)
Teaching tech
moments at the
cafes (costumers
helping other
customers)
Co-designing
programs
(ergonomics,
health,
education…)
Where to
dance like the
60’s? (thematic
parties)
New concept
stores
Finding a new way
of communicating
with older persons
(they are not
retarded or stupid!)
TaskRabbit
for the 70’s
Walking sticks
made on 3D
printers
Some companies
actively employ older
people (for example
Barclays’ Digital
Eagles programme).

29. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Cafe
A Minhota
(Express your
political opinion!
Every Tuesdays 15h/
16h)
Rua S. José,
138
Catch the
funicular and enjoy
your age! (Those with
more than 65 have a
cheaper ticket and
special seat)!
Calçada da
Glória
Do
you love to sing
but the only available
place is at a church choir?
Why not? You don’t need to
be religious… God won't
judge you for that ;)
Igreja de S. Catarina
Calçada do Combro Insights for Innovation
Open
air market with
biological food (they
know the difference
between a cucumber
and courgette). Just like
old times! (Weekends)
Praça Principe
Real
FeirAlegria
Handicraft ( Buy
or sell your things!
It’s up to you (2nd &
last weekends of the
month)
Praça da Alegria
Map of Lisbon Area
Mapping the
neighbourhood
(where are the
things and the
people that matters
to me?)

30. Insights for Innovation
Raquel Félix
Jan/Feb 2016
“We love aged wine and distressed
furniture, so why do we not appreciate
the same features in people?”
Unknown
2.Before i go to
sleep project.
Designing better
bedside tables.
2. Challenge two

31. Insights for Innovation
Raquel Félix
Jan/Feb 2016
Raquel Félix
Jan/Feb 2016
Table
Lamp
Too small
Going to
bathroom
2.Before i go to
sleep project.
Designing better
bedside tables.
Hand
cream
Personal
things
Bottle
of water
Books
Alarm
clock
Lipstick Religious
things
Switching
on/off the
table lamp
Lack of
functionality
Putting pictures on the frame

32. Insights for Innovation
Raquel Félix
Jan/Feb 2016
BEHAVIOURS AND FUNCTIONALITIES
• They read before they go to bed (but not always on bed)
• Waking up in the middle of the night
• The bedside tables aren’t big enough
• The switch could be easier to turn on and off
SOCIAL PERCEPTIONS
• The 70’s bedside tables aren’t filled with boxes of pills
• Their bedside tables look like a normal one
SELF PERCEPTIONS AND VALUES
• They are aware of some physical limitations in terms of mobility, but it’s
doable
Backing up with main findings 2.Before i go to
sleep project.
Designing better
bedside tables.

33. Insights for Innovation
Raquel Félix
Jan/Feb 2016
2.Before i go to
sleep project.
Designing better
bedside tables.
Some solutions
Integrated
lamp
Charger for
mobile
phones
More space
for books
Space for
personal
things
Lateral spaceHigher
Automatic
switch
Nice design