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The first GLOBE-US Innovation Lab took place on October 22nd 2013 in Brussels. The attending senior managers of international companies such as DSM, KBC and Ziggo were asked to develop a value proposition for the DyeCoo product line of IKEA based on a specific customer profile. This infographic shows the outcomes: four innovation ideas were developed in only one hour. Read more at http://www.between-us.com/1004/high-pace-strong-user-experience-inspiring.htm
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✁ THE
RESULTSGLOBE-US Innovation Lab brings together senior managers from different industries who are interested in sharing their thoughts and inspirations about sustainable business modelling. The central theme of this first edition: sustainable innovation as a driver for value creation.
During the interactive part of the program the participants represented four DyeCoo account teams of IKEA. DyeCoo is a small Dutch company that brought revolutionary change to the textile industry with its dying process. Simply put: it dyes textile with CO2 instead of water. Based on a specific customer profile, the groups were
asked to create a value proposition for the DyeCoo product line that is in line with IKEA’s sustainability strategy. With a kit full of tools and materials the four teams created their own IKEA-prototype that they presented in a five minutes pitch. With this infograph we are more than happy to share the outcomes of this innovation lab with you.
HUIS VAN DE AUTOMOBIELBRUSSELS
222013OCT
“ Light-hearted, strong user-experience.”
“ Good pace.”
“ More labs!”“ Inspiring, well-organized, fun.”
“ Very good that it was companies themselves that shared.”
“ Nice to co-create!”
“ Innovation is about combining: it’s good to put different industries together.”
“ Good concept, interactive, great!”
“ Nice concept: learning by doing.”
“ Inspiring”
Between-us has over 15 years of experience in sustainability through creating measurable ‘better business’ for large and medium sized companies in Europe. We serve our clients through the design and integration of Corporate Social Responsibility within new and existing business models. First and foremost Between-us focuses on the creation of tangible value from sustainability.
Creating Better Business
Please visit our website for more information: www.between-us.com or contact our office in Breda, The Netherlands: +31 76 522 28 17 or [email protected]
CONCEPT BLUE ESSENTIALSCUSTOMER PROFILECatherine, the working mom Age : 39Occupation : inbound sales employee at a car lease company (32hrs/week)Married to : Will (44), he works as a key-account manager at an insurance company Children : Roy (6) and Suzanna (4)
PRODUCTHigh quality multipurpose reversible cloth to be used for example as a plaid for picnicking or as a couch cover.
BENEFITSDesign, quality, reversibility
MATERIALITIESEnvironmental footprint is not a relevant customer material issue, toxic free
CUSTOMER PROFILELydia, starting her life as a student Age : 21Occupation : Lydia just started her freshman year at the university. She wants to become a surgeon and studies medicines.
PRODUCTWith the ‘Coften’ service concept, IKEA enables customers to return used interior elements (e.g. couch covers, curtains). In return customers receive a discount when buying new products. The better the quality of the used products, the higher the discount will be. The quality of the used products defines the next phase of the product life cycle: will they be cleaned and sold as second hand, or will they be recycled?
MATERIALITIESReduction of waste
BENEFITSFlexibility, changeability, affordability. IKEA delivers on the promise ‘Design your own life’.
CONCEPT COFTEN
CONCEPT H2ØCUSTOMER PROFILECatherine, the working mom Age : 39Occupation : inbound sales employee at a car lease company (32hrs/week)Married to : Will (44), he works as a key-account manager at an insurance company Children : Roy (6) and Suzanna (4)
PRODUCTH2Ø is IKEA’s premium product line that uses the DyeCoo-technology for water-related products such as shower curtains. Based on this product line, IKEA organizes the so-called ‘Water Week’ that translates IKEA’s sustainability strategy into a practical proposition. As part of the Water Week customers can join a loyalty program and save ‘water points’.
BENEFITSColourfastness, rewards for loyal customers, sustainable products
MATERIALITIESReduction of water and energy
CUSTOMER PROFILEJohn, the conscious gentlemanAge : 63Occupation : Retired, worked as a biology teacherMarried to : Maria (62)
PRODUCT‘Couch to couch’ refers to the concept of customized couch covers. Customers order a couch cover by using an app that measures the size of the couch. The cover is made of DyeCoo’s water saving fabrics. With the partnership of WWF and several local water companies, IKEA enables customers to donate to a destination by choice when purchasing a cover. Also, the cover is stain repellent. Therefore it does not need to be washed too often.
BENEFITSCustomer : simple purchase process, sustainable product, long term usability, less maintenance. IKEA : new customer segment, reputational benefits.
PATERIALITIESReduction of water and waste
CONCEPT COUCH TO COUCH
