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.FUTURE TO COME.

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2017 NOV

Jiun Tyng Dai / Lara de Graaf / 

Giulia Marsaglia / Hanna van der Ploeg

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.FUTURE TO COME.

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.PERSONA.

Personal of a Generation Y end-user.

Sarah, born in 1993, Amsterdam, student econometrics

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technology

travel

sharing

freedom

sustainable

With a limited budget, I search for similar options online, with the same or higher level of benifits, but cheaper.

I feel naked without my phone, it makes me feel left out. 

EPHEMERAL

With the help of technology, “instant” has been taken as granted. People no longer waits for a taxi longer then ten minutes, no longer wait for an order longer then two weeks, we text by phone instead of writing letter. Things are expected to be done and taken actions in seconds. E-commerce is also an clear example for this fast moment trend, on demand products and service changes people’s value in the way they consume daily necessities.

TRANSPARENCY

Knowledge economy has expanded rapidly in the past few years, and will continue do so. People are gaining access to all kind of informations. We not only have to ability to spread and share ideas, all that we’d like to know is also possible to be just a “search” away. Transparency is what makes people feel secure and take countrol.

GLOBALIZATION

With the time passing, the border between countries and nations are disappearing in all kinds of way. Activities from vacation to business traveling are as normal as it can be. Companies spreading divisions all over the world, customer buying foods form their location, trains and planes running non stop just to transfer people form one place to another... Globalozation in people, economy, education, policy... scales up the task that we are facing.

// HOW SHOULD VANDERLANDE REACT TO THESE CHANGES? //
Persona
Future to Come

.Vanderlande Potential Market Position.

Market Position
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Vision / Mission

.VISION / MISSION.

\ VISION

Vanderlande’s new ingridients mixed into the traditional recipe, to create and end result that is appreciated by customer and end-user.

Vanderlande lead the future market changes by pursuing also an end-user approach; that means to bridge toward their current customers and end-user, by involving and combining them into a design process of future system and service.

\ MISSION

Metaphor:

This is anijskrollen from Veghel. Looks delicious, but something can be missing when you take into account the culture of Brabant and the holiday of Sinterklaas, ... during those seasons, speculaasjes should be added to create a even more delicious anijskrollen!

 

- Anijskrollen >> Vanderlande  

- the culture of Bradant and the holiday of Sinterklaas >> the future changes from general Y

- Speculaasies >> end-user approach

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Anijskrollen

Speculaasjes

.Evolution Planning.

Evolusion Planning
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End-user

Customer

Vanderlande

Vanderlande has always been talented in meeting up customer needs.

Vanderlande 2017

Strength : The path way to meet the needs

Vanderlande 2020 - 2025

Vanderlande should also thinks of end-user when they make their next step, in order to be a step ahead.

An added path way to understand the need of end-users

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Vanderlande 2030
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Enhancing the influence from end-user will shift Vanderlande from a B2B company to a more proactive position, thus improve flexibility for any future changes.

B2B (Vanderlande to customer) will still be the main task for the company, but a new path way towards the end-user will be made to remain competitive in the coming future.

.Strategic Planning.

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Strategic Planning
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Service Example

By collecting and tracking data from end user, Vanderlande provide a new luggage transporting service, by involving collaboration and designers in-house.

( numbers could be referred to the strategic planning )

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Conclusion

.Conclusion.

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TO BE A STEP AHEAD

To be able to take good usage of the direct needs from the end-user.

INFLUTENTIAL

Have the ability to make influence to the client and end-user.

INDEPENDENCE

Not only rely on the second-handed knowledge from the clients.

COMPETITIVE POSITION

Differentiate themselves from competitors by adapting to the future world.

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STRATEGIC PRODUCT DESIGNER © 2019 JUSTINE DAI

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