iSeed

Year: 2007
Team:
Mikko Aro, Mikko Reinkainen, Shanfan Huang, Ville Mensio, Willem Haen
Supervisor: Peter McGrory

Modern brand, the hidden treasure every company seeks for, happened to be the common ground between modern design (creativity) and modern business (strategy). Companies who play the two in harmony master the magic. Multi-disciplinary teams were formed during the study module Design Strategy and Innovation. Taking iPhone’s grand launch as a starting point, we explored the way to bridge creativity and strategy in a simulated business envirionment.
Looking back, this project done in early 2007 right after iPhone v1 launch, has served as an interesting reference to observe and forecast the evolution of iPhone in the coming years.

Design Process

[+] Click to view process archive.

Strategy Realizing

The Product - iSeed

+ 3 levels of platform: iSeed-mini, iSeed, and iSeed-Pro

+ "Click", the little square button can be easily click into the platform

+ Each "click" has different functions, such as loudspeaker, camera, stylus or game controller.

+ Front: the touch-screen displays applications that are installed on this iSeed.

+ Back: the "clicks"

+ In the iCore interface, it shows all the applications (software), "clicks" (hardware) and documents that are stored in the memory card.

The Service - iCore

+ iCore is a web service installed on the user's computer.

+ It displays all the iSeed applications and "clicks" available to purchase online.

+ iCore offers 4 types of profiles to target at different user needs: "multimedia" for entertainment, "professional" for advanced users, "education" for students and children, and "travel" for tourism needs.

+ iCore also use various themes to categorize the offers.

iCore Mockup

Click on the image to view the demo.

The Brand Impact

Some imaginary advertisements were created to envision the possible public reaction to the product launch, thus to demonstrate how brand organically develop and enhance itself by positive perception.

+ An imaginary fan-created accessory that accompanies the "click"

+ The vision is that people would exchange and collect the "click"

+ People are emotionally attached to the things they collect, hence emotionally attached to the brand

+ An imaginary co-branding with gaming brand

The User Scenarios

The user scenarios was set in an imaginary background of BBC news report. Four street interviews were recorded as our projected users descried their experience with the product.

+ Urban Youth (19)
The product features in gaming and "cool" factor.

+ Graphic Designer (37)
The product features in its professional performance and extensibility.

+ White-Collar Professional (28)
The product features in its multi-media capability

+ Less Tech-Savvy User (51)
The product platform offers a basic version for people who have less needs, while the product itself still remains extendable.

The Future Vision

Diary from the Year 2030
iSeed - the Tree Growing in Tomorrow

+ In the form of a diary, the story tells a kid's connection with his grandpa through iSeed.
+ It is the summer of 2030, the kid is spending his holiday with his grandpa. The diary starts from his 10-year-old birthday, when he gets an iSeed from grandpa as a gift.
+ Through swapping and collecting the "click", the product creates emotional attachment between the kid and the people (grandpa, friends ...etc.) surrounding him.
+ The future scenario envisions the sustainability of the brand. It is not only due to an extendable product platform, but more importantly, it enables emotional brand experience.