After more than 10 years of observation and research, the notion of experience has emerged. Today we are entering the third era of businesses: “After the industrial revolution produced by technology, after the era of the brand supported by advertising, here comes an entrepreneurial revolution based on the experience of people.” In this new era, having a competitive advantage is not enough to have a sustainable growth, you have to be innovative in other ways. But how? Simply by creating experiences to live. Every company must put humans at the heart of its concerns. To do so, they must rethink the model of their structure based on an innovative, sustainable and fair collective contract for all stakeholders.

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InProcess will contribute to invent the 1st ConceptLab for the Habitat, to help future residents co-design their homes and shared areas !

Edison Lite is a project by LOFTISSIME / MANUELLE GAUTRAND ARCHITECTURE / NOUVELLES FONCTIONS URBAINES / S2T / COFELY-INEO
& SOCFIM / RRP / GrDF / LAFARGE-HOLCIM / INPROCESS / URBAGRI / UBIANT / VPEAS / ETUDE REBERAT / JOFFE & ASSOCIES

Recent developments in the economic world have brought about a new paradigm of innovation based on the Experience. Behind this statement lies an imperative: to put people at the heart of the creation process of the business offers.

Attentive to innovation trends, the Public Investment Bank (BPI) recently announced its intention to fund non-technological innovation. Although all companies have not yet adopted this approach, I was pleased to note that more and more entrepreneurs are interested in new innovation methods focused on the usages and needs of individuals, whose analysis shows that these methods are able to create more value and employment.

The first industrial revolution has given prominence to engineers and technological innovations. During this period originated technologies that have changed people’s lives, such as the steam engine, the internal combustion engine or the electronic component. The Peugeot story is a symbol of successive evolutions of a company related to R & D and technology: having prospered in metallurgy and manufacture of bicycles, the company has refocused on automotive technology in the first half of the twentieth century. We owe their engineers the world’s first petrol car in 1919.

The second innovation era is that of the brand. (…)
Since the 60′s, marketing and advertising have gradually become powerful engines for innovation. Companies have become real global icons like Nike or Coca-Cola, whose advertising campaigns affect consumers worldwide thanks to their marketing creativity. But today, the brand and its enchantment capacity are not enough to get it sold. (…)

Towards a new era
Men consume better (and more, and more often) what was well designed for them. This seems obvious? Yet even major listed groups lost sight of the meaning of their action. They do not know why they work anymore. They have forgotten for whom. (…)

A new paradigm is emerging that puts people at the heart of everything. Innovation has entered a new era, that of Experience. Its foundation lies in the intimate knowledge of people’s lives, through anthropological observations in situ. It produces new business offers for the company, which the R & D and marketing teams then give form and flesh.

This innovation one is non-technological – it resonates with a mutation of usages, the emergence of new needs to whoch it provides an answer correctly. Because its products are designed for them, men use and buy them.

Greater attention to users
Many companies have already understood the importance of taking advantage of the knowledge of men. Based on an analysis of usages in their complexity and mutations, through greater attention to users, these companies design products that meet a real need.

Stimulated by Airbnb which highlights that the relationships to the travel experience has changed, Accor has recently developed its strategy towards a more user-centered approach. And in 2015, the group entered the top 10 of the largest CAC 40 increases.

In the banking sector, Benoît Legrand, CEO of ING in France, says its online banking meets the mutations of the most connected consumers needs, seeking emotional and digital proximity, accessibility and operational efficiency. ING Direct is the # 1 in online banking and will pass the one million customers in France in 2015.

The culture of the Experience gradually spreads in companies and start-ups, guides their thinking by engaging them in a virtuous circle. The future of innovation lies in the observation and subtle understanding of emerging usages and desirable experiences. Our engineers and marketing people have the talent to turn that knowledge into a perennial offer. In all areas, now, the future is not invented, it is observed.

An opinion column by Christophe Rebours published in Les Échos.

She notes that “The sensory design is on a roll. It’s just like having resolved most of the technical problems, we now addressed more acutely the issue of the relationships of the human being with the objects, and of the sensation they provide, whether brief or lasting. “We have evolved from an era driven by technology, from the nineteenth to the mid-twentieth century, to an era where innovation is driven by the usages, analyzes Christophe Rebours, founder of InProcess strategy agency. Daily lives are dramatically changing, and companies need to put people at the heart of their concerns.” (…)

To meet that requirement, this alumni of Decorative Arts, where the father of the TGV, Roger Tallon (1929-2011), was his teacher, has implemented the lessons of his mentor. He gathered the skills of designers, anthropologists and child specialists around him. Together they have been able to develop construction toys that meet the expectations of children today. “We have found that children today less benefit from the adults’ transmission than before, and that they play alone more than before: we have caught their attention with this Meccano which takes back the original shape of the metal piece, but in a shape memory steel, providing a pleasant touch and the ability to create organic buildings” explains Christophe Rebours. This product, manufactured near Calais, in France, ranked up to the fifth place in the construction games charts, facing giants like Lego.”

The reporter also looks at the inventions of the Centre for Studies and Research on sensory technologies (Certesens), born from their approach by the five senses; the project of Résonances to reduce the stress of patients in the operating room; and on the work of designer Mathieu Lehanneur for patients at the end of their life or when taking particular drugs.

To be delicately touched on Le Monde.

Do not miss the 6 Business Design Lab round tables on April 21 at 3:30 pm. Design and business professionals will build together better knowledge and best practices on 6 rich topics: “Creative Direction”, “Interdisciplinarity”, “Digital Information Design”, “Future forecasting”, “Life long learning” and “Transforming observations”. This Business Design Lab day is supported by EAD, DME, CCI Paris IDF and APCI.

Christophe Rebours will host the “Future forecasting” roundtable on the most effective ways to manage today future forecasting design studies.

All necessary information for your registration can be found here.

“Its method is simple: to observe at first the reality of things. It is the role of anthropologists. Secondly, we must design an experience, a usage” that will be the raw material to a new model.

Because we can not innovate anyhow anymore!

An article in French to read on BFM Business.