Tables are turning. We no longer wish to be passive consumers, but rather take an active role in creating experiences and making impact. We at Kuudes think this is an amazing opportunity for companies to come up with truly meaningful, innovative concepts.
By Saara Järvinen
Spotted in Stockholm
Here are examples of how Swedish brands have learned from the struggles of the user and are finding ways to give them more power:
We want to commit to our possessions and extend their life. It is up to us how the lifecycle of products looks like after we check them out of the store. But companies must include this journey in the design. Furniture company Massproductions has launched “Upholstery network”, a global directory of recommended professionals who mend their furniture pieces. Massproductions also offers people care and maintenance guides for various materials.
If we the user feels in charge, it can mean savings both for them and for the company. Many of the most common injuries and illnesses of pets are preventable. Lassie is a pet insurance that helps you to keep the vet away. The more the owner educates themselves on pet care on Lassie app, the more they get discounts for their insurance. Holistic wellbeing, also for animals.
With power comes responsibility. But actively changing our behavior? It’s not fun, and certainly no easy. Electrolux is trying to tackle this and gently nudge us towards change. Electrolux GRO is a kitchen concept designed to help people eat according to planetary health diet. The solutions are based on behavioral science, with the aim to make changes more natural. In example the animal-based foods are stored in a prestigious “jewelry box”, to encourage people to eat less but better meat – and explore alternatives.
How to do it?
So that we can put the user in charge, we must also involve them in the collaborative design process. Deep insight is more crucial than ever. Our teams in Stockholm and Helsinki use insight, foresight and service design methods to understand evolving needs. Want to hear more? Please contact: Jari Danielsson, firstname.lastname@example.org / +358 40 730 9612
Images: Massproductions, Lassie, Elecrolux Group