Introduction about Project

During our trip to IDEO, the main topic for our project is Food Safety.

Food safety is a very important field of concern for China and her surrounding neighborhoods.

Step 1 Our project began with brainstorming on the food safety topic.

Step 2 We then move onto field activity that is visiting an organic farm to gather new insights from the people who is involved directly with the chain of food.

Step 3 By interpreting and turning what we heard and observed into something meaningful

Step 4 Using the “How might we” guideline, we tried to synthesize opportunities area within this project

Summary of Activity at Bio-Farm

All the problems, we found from field activity are about sustainability of farming organic food that not relate much on food safety because these food are made from natural process, do not use any chemical that might harm people health. However, concerning about food safety in China will help increase demand for organic food because finally all consumers will not only know the benefit of having this kind of food but also feel proud to be one of environment safety community. Finally, to prepare itself for the trend we mentioned before, this Bio-Farm should not do only in conservative way but should receive more business technique such as management and marketing to make it stronger and more sustain as well as we hope that this farm will be successful and run this good business smoothly forever.

IDEO Introduction

IDEO is a designed-based approached company which helps organizations in the public and private to innovate and grow. The company is a global design consultancy that creates impact through design. IDEO has location based in twelve cities include Boston, Chicago, London, Munich, New York, Palo Alto, San Francisco, Singapore, Shanghai, Mumbai, Seoul and Tokyo.
          IDEO has received an award-winning global design and is listed in the Top 25 most Innovative companies listed in Fast’s Company list. As well as, IDEO is also ranked as one of the most innovative companies in the world by Boston Consultant group. IDEO help organization by “thinking like a designer” to recognize new ways of developing products, service, strategies and processes. They build creative culture and the internal system required to sustain innovation and launch new ventures. 

By delivering appropriate, actionable and tangible strategies are the goal and objectives for their customers. The result of this create a visually diagram that bring innovative avenues for growth that are right in the middle of business viability and market desirability as we can see in the diagram below

“IDEO, 2011, www.ideo.com/about/, Retrieved on 15 July 2011

Analyse & Synthesize at IDEO

After our field activity finished, we back to IDEO and get 4 interested points from interview with BIO-Farm manager. Those 4 points come from the word that she speak out a lot and feel concern about it. To find the solution for each problem, we brainstorm to find possible source of them first and get the way which may solve these problem.     

1. “Sometime customers complain that the veggies, they took were too dry when it were gotten to their house”

Source of the problem + question in our mind

-         Has no enough manpower to collect veggies in time.

-         Storage area is limited which cannot maintain all kind of product.

-         It is different to keep each kind of vegetable fresh.

-         Unsuitable package.

-         Delivery van has no air-con that may not good for long distance delivery.

-         Do customers really need those fresh veggies? 

-         Why do they cannot prevent it?

How might we

-         Design proper storage condition for each kind of veggie.

-         Improve packaging and area in delivery van to maintain veggie fresh.

  

2. “We want to grow our farm slowly with healthy and sustainable”

Source of the problem + question in our mind

-         Has no enough investment capital.

-         Lack of manpower.

-         Farmer income is not incentive enough.

-         Farmers lack of knowledge.

-         No proper management

How might we

-         Ask government for support

-         Expand organic food market

-         Improve study class for new and old farmer to get more knowledge

-         Use continuous development process to improve management tto improve managment ment process  farmer to get more modle o be more proper.

3. “Our product are sold only for members, hotels and Hi-end market”

  Source of the problem + question in our mind

-         What kind of vegetable that customer need?

-         Why do they buy organic food?

-         Can you maintain these customers?

-         Organic food is too expensive

How might we

-         Improve service to maintain customers.

-         Expand organic food market for convenience sake of customer

4. “We have our own packaging and brand”

Source of the problem + question in our mind

-         Do customer interested about it?

-         Does Bio-farm do it well enough?

-         Why do they need it?

How might we

-         Observe customer demand to manage which produce should grow first and later.

-         Do research for making suitable package for each veggie.

-         Find the way to promote Bio-Farm brand such as advertise via mass media.

 

Our Team

Miss Naphat  Benjapornkunphong

Student ID: 5202044102

“Design thinking is not just for designer, it’s more of human process of thinking and understanding the issues from different angle and solving the problem by using available resources.”

Mr. Nithipatch  Jamnongwong 

Student ID: 5202044177

“Open mind is the main source of creativity, receive information with heart and see the problem with our fresh eyes without emotion and prejudice will provide us to design the new thing that others cannot do”   

Mr. Grida Mahakijpaisaln

Student ID: 5302044051

“Sometimes MBF (Manage By Feet) proves itself to be more effective than any of the management tools. You need to get yourself into the mud to realize how dirty it is and not visualizing it with your laptop in your office.”



Miss Papon Pitaksanonkul

Student ID: 5302044101

“We’ve experiencing the real world by not just sitting in the classroom. It tells a thousand words.
IDEO is the greatest school. Thank you IMBA for giving me such a precious and memorable time.”

Mr.Anan Saengcharoenwatthanakit

Student ID: 5302044143

“Good thing always happen by put your effort in but not just that, only smart one with smart way is able to make the best out of it”

IDEO Conclusion

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, president and CEO

Thinking like a designer can transform the way organizations develop products, services, processes, and strategy. This approach, which IDEO calls design thinking, brings together what is desirable from a human point of view with what is technologically feasible and economically viable.  It also allows people who aren’t trained as designers to use creative tools to solve a vast range of challenges.

IDEO introduction

IDEO, an award-winning global design who do;

o   Identify new ways to serve and support people by uncovering latent needs, behaviors, and desires.

o   Envision new companies and brands and design the products, services, spaces, and interactive experiences that bring them to life.

o   Help organizations build creative culture and the internal systems required to sustain innovation and launch new ventures.