verhaert innovation day 2011 – david pas (verhaert) - case study: sandenvendo & the new...

CONFIDENTIAL

October 26th 2012 Slide 1

CONFIDENTIAL

Case study SandenVendo

David Pas

innovation & design consultant

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October 26th 2012 Slide 2

David Pas Consultant Innovation & Design VERHAERT NEW PRODUCTS & SERVICES Guest lecturer Productontwikkeling, Antwerpen Design Coach ‘humin’ Design Ambassador ‘My Precious co-creation’

Stefaan Van Baelen Sales Director SandenVendo

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October 26th 2012 Slide 3

about SandenVendo

The history of SandenVendo.

* 1931 - Vendorlator Inc. founded in Fresno, California

* 1937 - Vendo Co. founded in Kansas City, Missouri

* 1956 - Vendo Co. merger with Vendorlator Inc.

* 1961 - Subsidiaries established in Germany, France and Belgium

* 1965 - Setting up of production facility in Casale, Northern Italy

* 1967 - Subsidiary established in Spain

* 1988 - Vendo becomes part of the Sanden Corporation -

Largest manufacturer of beverage vendors

* 1997 - First expansion of the Casale factory, Italy

* 1999 - Second expansion of the Casale Factory, Italy

* 2000 - Additional offices established: Vendo France, Vendo Belgium

* 2001 - Additional offices established: Vendo France, Vendo Belgium

* 2002 - Start of cooler & coinage business in Europe

* 2002 - New factory established in Akagi, Japan

* 2005 - Vendo is renamed to SandenVendo

* 2011 - 50th Anniversary of European Operation

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October 26th 2012 Slide 4

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October 26th 2012 Slide 5

Sanden

global specialist in heating and

cooling technologies, is recognized as

one of the leading companies in

thermodynamics both in the

automotive industry and mobile

appliances such as food refrigeration.

Sanden with its 56 locations in 23

countries develops and produces

vending machines, refrigerated

showcases and especially

compressors for mobile air

conditioning systems.

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October 26th 2012 Slide 6

unique product beating the commodity

with innovation & design

1931 today

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other innovations

future

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October 26th 2012 Slide 8

case : Coffeeserver

self service desktop machine

without payment

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October 26th 2012 Slide 9

other markets

stand alone machine

payment system

countertop machine

operated by staff

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October 26th 2012 Slide 10

typical design brief from marketing

- a benchmark on cost and performance

- ‘white spots’ in the market based on facts & figures

- definition of target cost and specs to fill the ‘white spot’

POOR design brief !

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October 26th 2012 Slide 11

competitive advantage

COST DRIVEN

DIFFERENTIATION 3 key strategies

NICHE / FOCUS

difficult in existing market

without changing business model

- often viable, but how?

- on performance or experience ?

- strong brands can ‘do more’

the other way

- brand driven

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October 26th 2012 Slide 12

innovation focus

© Verhaert

product centric

innovation strategy

experience centric

innovation strategy

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October 26th 2012 Slide 13

design driver

© Verhaert

interface

DIFFERENTIATION ON

LOOK & FEEL

use in hotels, petrol stations,….

SELF SERVICE

attended area

without payement system

DIFFERENTIATION ON MAN

MACHINE INTERFACE

styling

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October 26th 2012 Slide 14

ENVIRONMENT

starting to use, observe & benchmark

product

service experience

DESIGN

THINKING

INTERACTION

observation & benchmark

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October 26th 2012 Slide 15

setting the scope

human motivators (Censydiam model)

PO

WE

R

ENJOYMENT B

EL

ON

GIN

G

CONTROL

vitality

‘energetic’

recognition

‘classy’

retro concept

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October 26th 2012 Slide 16

starting to explore

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October 26th 2012 Slide 17

mapping the proposals

human motivators (Censydiam model)

PO

WE

R

ENJOYMENT B

EL

ON

GIN

G

CONTROL

young & female

trivial functional

energy

classy

retr

o c

on

ce

pt

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October 26th 2012 Slide 18

design driver

© Verhaert

interface

DIFFERENTIATION ON

LOOK & FEEL

use in hotels, petrol stations,….

SELF SERVICE

attended area

without payement system

DIFFERENTIATION ON MAN

MACHINE INTERFACE

styling

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October 26th 2012 Slide 19

flexibility ?

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October 26th 2012 Slide 20

mapping the proposals

novelty matrix (R. Verganti)

EX

IST

ING

OF

FE

RIN

GS

incremental

revolutionary

NEW

CONSUMER N

EW

OF

FE

RIN

GS

evolutionary

evolutionary

EXISTING

CONSUMER

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October 26th 2012 Slide 21

interface exploration

dirty touch panel

numerous buttons

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October 26th 2012 Slide 22

filtering and design iteration

retro meets high-tech

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October 26th 2012 Slide 23

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viable feasible

acceptable

design iteration

filtering and design iteration

ENGINEERING

MARKETING

ENGINEERING

REVIEW

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October 26th 2012 Slide 25

next step

DEMONSTRATOR

test acceptance of

user interface

and on

styling/perceived value

INNOVATION STRATEGY

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October 26th 2012 Slide 26

test software

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model

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October 26th 2012 Slide 28

Milan fair

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October 26th 2012 Slide 29

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October 26th 2012 Slide 30

status today

today

Q1 2012

Q3 2012

DETAILED DEVELOPMENT

DESIGN AS INPUT

FOR STRATEGY

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October 26th 2012 Slide 31

conclusion

product

service experience

DESIGN

THINKING

STRATEGIC ROLE OF DESIGN

IN INNOVATION

helping to go beyond cost and

performance as drivers for innovation

helping to explore differentiation

strategies

helping to think about all touchpoints

helping to explore human motivators

…..

between all disciplines

1

2

3

4

CONFIDENTIAL

October 26th 2012 Slide 32

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9150 Kruibeke (B)

tel +32 (0)3 250 19 00

fax +32 (0)3 254 10 08

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More at www.verhaert.com

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2201 BB Noordwijk (NL)

Tel: +31 (0)633 666 828

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