Problem identification and goal

Market opportunities

The example product proposal within this application scenario off course has to make sense for the target group. Otherwise, there was no need and no challenge in the determination of the future users and their needs. In our case there was no product category that limited our possibilities, but there was the market segment of elderly on which we should focus on. Therefore, we chose to approach the market possibilities from an older person’s perspective. Results from a research database found that the most common desire of older people is staying in good health. However, we chose for the not direct health related desire which is for 82% of the older adults the wish to stay independent (Baltes et al., 1990). However, the question rises what independency is and when someone is independent.

Independency is the functional capacity of the individual’s ability to carry out activities of daily living. Living in the sense of daily life, doing activities such as; the household, nutrition, grocery shopping, and moving in and around the house, which return in daily or weekly rituals. These activities of daily living are obligatory activities for an independent life and are the main activity of older people, required 50% of daytime (Baltes et al., 1990). A high emotional load is related to mobility, because so many activities and abilities are dependent of it. A decrease in mobility can lead to increasing

isolation, anxiety and depression. Moreover, mobility is strongly associated with overall health

Chapter 5. Application scenario

56 status, what consequently relates to perceived well-being. In fact 38,4% of persons reporting

mobility difficulties, perceive themselves in poor health compared to 1,2% of those without mobility limitations (Lezzoni, McCarthy Ellen P., Davis Roger B., & Siebens Hilary, 2001).

Mobility is a group of activity limitations which strongly influence the ability of independency. In a research the fraction of people reporting activities of daily living (ADL) difficulties rose with

increasing mobility limitations (Lezzoni et al., 2001). Variations in the performance of these activities are due to physical and mental health, physical performance and socioeconomic factors. Most important mobility decreasing limitations are; lifting and carrying objects, fine hand use, walking, and moving around with using equipment. These tasks are required within many activities of daily life. The most difficult perceived personal activity of daily living (PADL) is moving outdoors and

instrumental activity of daily living (IADL) is shopping (Laukkanen P. et al., 1994). Especially grocery shopping is an important activity required for independent living. This activity implies maintaining physical movement of the body as well as maintaining involvement in society and small talk in the supermarket.

Figure 5-1 : Reasoning for market opportunity

This scaled market research approached from the user perspective of the older adult resulted in a market opportunity in the field of grocery shopping. Figure 5-1 displays the conclusions we have drawn during market research. Within in the segment of shopping and specifically the support of walking aids and carrying aids are opportunities to ease the process for older people.

Design challenge

As result from the marketing research for product opportunities a design challenge can be composed. Marketing research to elderly started with research of their opinion about becoming older whereupon their wishes for the future followed. The intention was; if we can fulfill their wishes they will get a more pleasant life. One of the most important and high valued wishes is staying independent as long as possible. Independency is off course a very broad understanding, which had to be clarified.

Grocery shopping is an instrumental daily activity what seems to be a problem for elderly in combination with the activity of moving outdoors what also is determined to be a problem among elderly. Grocery shopping is such an activity what can help elderly people to come out of their social isolation once in a while. Hence they may feel themselves independent and consequently they develop a higher level of well-being.

The design challenge will be: “Create an aid that improves the (grocery) shopping activity of senior persons.” This challenge is already phrased in a human-centred way, what is important for the human-centred approach we want to continue.

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Design brief

Product design starts with a design brief, which is written by the person representing the company with issuing the design problem. In this brief we outline the purpose, aims, objectives and company- relevant design information.

 Function: The product will be used during the grocery shopping process. This means that it provides support while moving yourself to the supermarket, through the supermarket and with transferring yourself and your groceries back home. The product is intended to make grocery shopping a less strenuous activity for elderly persons.

 Performance: The product can support the user with moving himself outdoor to and in the supermarket. Besides, it will improve the load and unload process during picking the groceries, putting them on the band, storing them after scanning and storing them back home again.

 Purpose Market: The product is aimed to senior people. The ageing process makes them limited in their abilities, what causes problems with daily activities such as moving outdoors and grocery shopping. Similar products on the market are the well-known shopping carts, trolleys and baskets, besides the mobility aids such as the walking aid are also used for storing groceries during shopping.

 Style: It should be designed in a way that appeals to the users.

 Quality: We have to consider the certificate or guidelines of safety, and the ergonomics  Cost: The costs of the product will be around 150,- euro’s

 Timescale: The timescale for the generation of ideas is 7 weeks.