2019
1,5 days / week
10 weeks
Topsectoren Netherlands
Help the Netherlands achieve their Topsectoren Topsectoren Mission 2020. Make a vision and response in the domain of Agriculture.
Vision in Design
16X service strategy
Concept design
Worldview
Service Strategy
Interventions
The Dutch agriculture sector is dynamic, efficient and highly competitive. In this era of transformations the 'context' of farming is changing. New regulations, expanding markets, consumer demands all put pressure on the farmer. For some, it can be hard to adapt. Visionary Guidance is a high-level service strategy, it's first step manifested in three small and personal interventions. The concepts are build up from a worldview on the interaction between government and farmers.
First a bit about the bigger picture, the service strategy.
Visionary guidance is part of a larger service strategy in a sector with innovators and traditional organisations. It describes the role of an organisation that helps traditional and stuck farmers to become adaptive. Learning from the role model farming innovators and change makers, by translating their operations into 'guidelines'. This new organisation can then help stuck farmers, to reflect upon their position, and vision. It uses the learnings from the role models, to advice and develop the stuck farmers, to become adaptive.
These three designed interventions are the first in the process of helping farmers. Step one, reflect and open up the thought of change. The three concepts create small moments of reflection, in different environments with different people (or just yourself). Each ask questions that makes the farmer think about a certain topic, change, identity, culture and his view on the future. All the different objects are a first step towards the second step of consult, this is were the process of visionary guidance is continued.
Simple illustration of the visionary guidance strategy.
Refreshing beer, for refreshing conversations. Questions to spark conversations are on the back of the bottle.
A calendar that asks specific, season oriented questions
Toilet paper, for questions during a calm and personal moment of the day. :)
The worldview from which the concepts emerged
This project was focussed on using the Vision in Design method. Core to this is first to define the 'raison d' être' of the phenomenon. From this stance, the future context is researched and a new stance is taken. From this stance, the product is designed, first the qualities that you want to achieve, only then the concept is manifested.
Clustering factors, requires pretty hard thinking
Factor organisation in Notion, trying out new tools
Emerging clusters
Making sense of the clusters, drafting the first worldview.
Action statement - Helping traditional farmers become adaptive.
16X Service Strategy stereotypes.
Clustering factors, requires pretty hard thinking
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