Day 1

Synesthesia

Product Analysis

The Pencil

+ Finite life, destruction of the object.+ Different users, different types. + Global and inefficient supply chain.+ Ubiquity, wide availability, who buys?+ Graphite is conductive, future tech opportunities, clash with the digital age.+ Personal multi-sensory relationship with the owner, memories, quality matters.+ Object rooted in tradition.

Innovation opportunities

+ Alternative raw materials. Keep low cost & improve sustainability.+ Eliminate usage of paint. + Avoid cutting down trees.+ Improve the chain supply, maybe local options.

Innovation opportunities

+ Pencil size, shape.+ How can the pencil evolve without increasing costs?+ How much pressure do you need to compress graphite?+ Complimentary objects, eraser, shapener.

Innovation opportunities

+ Increase attachment to the pencil, value the object (i.e. Moleskine)+ Re-invent tactile feedback for digital devices.+ Chew on this. The pencil instigates deep ideas.+ Nobody is aware of the source of their pencils.

Innovation opportunities

+ Increase the lifecycle of the pencil.+ Increase attachment to the object so people don’t easily lose it.

Design opportunities

Selection Criteria

• Social value.• Personal user experience.• Lifecycle, end. • User types.• Future of the pencil.• Production process.

Opportunity Areas

+ How might we get the user to keep and care for pencils until the end?+ How might we add value to the pencil irrespective of the user type?+ How might we make the pencil personalised to each user?+ How can we bring the pencil to the 21st century?+ How might we encourage users to care about where the pencils come from?+ How can we improve the supply chain?+ How might we enhance the sensory experience?

Research Findings Grouped

Key Research Insights

+ Pencils last 45k words. However, most don’t fulfill their potential. High wastage due to over-sharpening and lost pencils.

+ Sales of pencils went up 700% in London after Sudoku craze.

+ Sales have been steadily increasing during the last years. 14 Billion pencils are produced each year.

+ It takes 14 years to grow a tree used for pencils (Cedar)

+ Most of the production comes from East Asia.

Design Brief

+ Opportunity: Increase the value of pencils to people, so they care for them and use them for longer. Bring individuals closer to the object.

+ Goals: Achieve 100% utilisation of a pencil. Localise the supply chain. Crank up the pencil-love meter!

+ Audience: Test pilot program. Local.