Peter Falt, BMW Group DesignworksUSA
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1BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
USDESG
BMW Group DesignworksUSA
September 24, 2010
Opportunity Green
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2BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
What future needs can design thinking provide solutions for? What influencers will shape the next product landscape and business strategy? How can a brand sustain in a rapidly changing competitive environment?
“The best way to predict the futureis to create it!”
BMW Group DesignworksUSA
Long-Term Thinking
Alan Kay
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3BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Design Strategy POSITION
Design Language DIFFERENTIATE
Design Process INNOVATE
Design Liaison BRAND EXPERIENCE
Value of Design
Design as a key factor to create, position and experience the unique assets of a company and its brand.
Design should be an integral part of a company´s core operations to develop unique and tailored solutions striving to achieve strategic targets and matching the challenges within the market context and company framework.
Design as a creative change agent foridentifying potentials, inspiring impulses,interpreting the consumer mind-set andquestioning given standards by new answers.
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4BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Creative Culture
Strategic Vision
Premium Knowledge
Value of Design
BMW Group DesignworksUSA
BMW Group DesignworksUSA is a global design firm that offers full-service design consulting for leading brands world wide.
We believe that breakthrough design requires the fusion of different insights.
At DesignworksUSA, our design is based on collective knowledge, curiosity and our quest for excellence. Through our collaborations, industry leaders are able to realize design’s fullest business potential.
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5BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Los Angeles
Munich
Singapore
One company with three locations
DesignworksUSA is headquartered in Southern California where the convergence of the entertainment industry, the car culture, aerospace and cutting edge lifestyle trends flourish in a culture always looking to the future.
Tapping into the European design culture, the studio in Munich bridges diverse perspectives and advanced topics to create design impulses in a close link with the BMW Group home base.
Our studio in Singapore captures and translates the vibrant cultures and emerging trends of the Asian region in its design work for both regional and international clients.
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6BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
Vision Strategy Tactics
imagining the future creating the product
long-term near-term
crafting branded experiences
BMW Group DesignworksUSA
Program Types
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7BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Skills and Expertise
DesignworksUSA is one of the few global design agencies with a full spectrum of design expertise. We offer this breadth of design knowledge at the highest level of creativity under a single roof, leveraging trans-disciplinary learning, ideas and experiences to enrich all of our work.
We are proud of our many long-term client relationships with a broad range of industry leaders. Our works spans a number of distinct and varied industry categories. The single commonality isdesign excellence.
Product DesignTransportation Design
Automotive DesignEnvironmental Design
Interaction DesignColor, Material & Finish Design
Design CommunicationDesign ResearchDesign Strategy
Sustainability ConsultingCreative Engineering
Product Development Engineering3D Visualization & Modeling
Project Management
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8BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Internal ClientsExternal ClientsIndustry Segments
Information Technology
Life + Leisure
Object + Space
Industry + Travel
Cars + Motorcycles
Cross Industry Engagements
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9BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
#25 of 50 Most Innovative Companies
Fast Company names DW #1 Most Innovative Design Company
BMW Group DesignworksUSA
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10BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
DesignworksUSAClient worlds BMW Group
pull
push
Brand understanding to and from our parent company
Cross Fertilization
BMW thought process advantages and design culture competence
industry insights and capability to effect markets + industries The PUSH - PULL model represents our service portfolio with value add from both the corporate “pull” of BMW Group needs and the continuous demands of industry trends and market value of design as driven by our clients and competitors.
We ensure the highest level of creative consulting through design quality and business professionalism. We value and carefully select our partnerships with clients to ensure value both from and to BMW Group.
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11BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
New Sources of Growth
“FIND ME 50 TO 500 MILLION IN NEW
REVENUE STREAMS”
Game Changing
Distinguishing
Ownable
Unique
“Needle-moving”
“Category Creator”
“The Big Idea”
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12BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
New Sources of Growth
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13BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Sort and Cluster
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14BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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15BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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16BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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17BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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18BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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19BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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20BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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21BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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22BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Mega Trend Influencers
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23BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Observation to Opportunities
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24BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Observation to Opportunities
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25BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Observation to Opportunities
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26BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Future Mobility
Context Foundation Projects• definition of creative direction• guide in robustness in decision
making• influencer of creative efforts
Integrated Core Developments• exploration and definition of 3D
appearance• approach for company direction driven
by car design concept • expansion into complete mobility
scenario
Creative Explorations• continuous inspiration• focused exploration of specific topics
and potentials
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27BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Future Mobility
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28BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Public Transportation
enter
ticket
board
ride
arrive
start
plan
discover
continue
removes barriers1
2
3
empowers users
drives integration
seamless journey experience
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29BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Public Transportation
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30BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Public Transportation
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31BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Rewarding Choices
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32BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Rewarding Choices
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33BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Challenge & goals
TaskExploration and analysis of relevance and impact of sustainability.
GoalsEvaluation of sustainable causalities and interconnections within the big picture, define specific aspects in material choice that raise awareness of a holistic view.
Reduction of complexity
Information and inspiration
Open structure for actualization
Working approach
CollectCollection of relevant sustainability knowledge within the BMW Group and existing sustainability knowledge.
AssessUnderstanding which information is lacking and which future topics will be relevant for Designers in the field of sustainability.
TranslateTransfer easy digestible andrelevant information that designers need to implement sustainability in their daily work.
Creative Solutions
Result shown in two documents
1. Information and inspiration tool concerning sustainability with regard to Color and Material Design.=> Provides a comprehensive and comprehendible overview of background knowledge, key sustainability topics and conclusions for Color and Material.
2. Knowledge map with concrete sustainability topics and contact persons at BMW.=> Provides information about past and current sustainability activities/projects and key contact persons at BMW.
Sustainability Studies
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34BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
4. LIFE CYCLE ASSESSMENT
5. RECYCLING
6. EFFICIENCY
7. RENEWABLE
8. HEALTH
9. SOCIAL IMPACT
HOT TOPICS
85%
CONCLUSIONS
10. SUMMARY
11. CONCLUSION FOR COLOR & MATERIAL
12. WHAT IS NEEDED FOR ECO-INFORMED
MATERIAL CHOICE?
13. OUTLOOK
5%
Leading into topic
Background information of sustainability and its interconnection to design and materials.
Pointing out importance and future need to implement sustainability into the field of work.
Focus on relevant sustainability topics
Building up knowledge and competence in several sustainability topics.
Reflection, conclusion and opportunities for Color and Material Design in BMW framework.
Conclusion and outlook
Summary and conclusion for ED-B-23
Draft of process: Which information is needed for a sustainability-informed material choice.
Future outlook
INTRODUCTION
10%
1. BASIC INTRODUCTION
2. DESIGN & SUSTAINABILITY
3. MATERIALS & SUSTAINABILITY
BMW Group DesignworksUSA
Sustainability Studies
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35BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
4. LIFE CYCLE ASSESSMENT
5. RECYCLING
6. EFFICIENCY
7. RENEWABLE
8. HEALTH
9. SOCIAL IMPACT
HOT TOPICS
LIFE CYCLE ASSESSMENT.Quantification of Sustainability
RECYCLING.From Cradle to Grave to Cradle to Cradle
RENEWABLE.From natural materials to natural derivates
HEALTH.Human Ecosystem
SOCIAL IMPACT.From status symbols to status stories
EFFICIENCY.From reduction to lightweight options
BMW Group DesignworksUSA
Sustainability Studies
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36BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
36
FaçadeBMW Group DesignworksUSA
Wellness
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37BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Water Conservation
“Irrigation demand is the single largest end use of water in the urban sector in California.”
Aquacraft, Inc. Water Engineering and Management
“Irrigation demands typically account for 50% or more of the total water used in many Californiahomes and businesses” Aquacraft, Inc. Water Engineering and Management
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38BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Intelligent Irrigation
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39BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
Project Cost: $30,000
Client Savings over 3 years: $10,800 + $18,000 + $22,500+ $31,500= $82,800 ($27,600 per year)
Return on Investment: $52,800 over 3 years
laser etched logo on acrylic lens eliminates foil process.Savings: $0.20 per unit x 30,000 units for 3 years = $18,000
Multifunctional button reduces part count from 3 to 1.Savings: $0.25 x 30,000 units for 3 years = $22,500
Housing parts reduced from 4 to 3.Savings: $0.35 x 30,000 units for 3 years = $31,500
Assembly screws reduced from 4 to 2.Savings: $0.12 x 30,000 units for 3 years = $10,800
Unpainted PLA or recycled plastic housing with recycling or composting instructions molded
into part addresses end-of-life scenarios
General part reduction reduces petroleum / energy usage and
carbon emissions
Elimination of foil process reduces carbon emissions and
energy usage
ROI
BMW Group DesignworksUSA
Intelligent Irrigation
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40BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Aerovironment Wind Turbine
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41BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
BMW Group DesignworksUSA
Landscape Forms Metro40 Collection
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42BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
Prefabricated PODS
BMW Group DesignworksUSA
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43BMW Group DesignworksUSA Strategic Design Consultancy September 24, 2010Opportunity Green
USDESG
BMW Group DesignworksUSAThank you
September 24, 2010
Opportunity Green