Creative Pill 2019
Calderería Zue is a company located in Zumaia with more than 30 years in the sector that focuses its activities on the production of medium to heavy boilers. The company’s policy is to be fully oriented towards customers by manufacturing all manner of products under contract plans, including assembly or maintenance work at the customer’s own facilities. Its products are aimed at highly diverse sectors such as the iron and steel industry, machine tools, wind power, petrochemicals, cogeneration, equipment, foodstuffs, etc.
To devise an own product that the company can offer to customers by differentiating it from other companies in the sector, given that all companies do contracted work.
Josian Llorente holds a degree in Architecture from the KTH (Stockholm, Sweden) and has worked as a digital facilitator, technology trainer and cultural manager in projects involving the civil, social and creative uses of technology in the fields of culture, education and public space.
Artists training: Iban Illarramendi e Iñigo Manterola
PROPOSAL BY JOSIAN LLORENTE
Beyond that of traditional product design techniques and methodologies, Josian Llorente has proposed a context of shared devising that can help to incorporate different voices and knowhow within the company, using design, art or creative practice methodologies. In order to do this, he has suggested 5 different dynamics: understanding the need to be satisfied (both customers and the company itself); generating ideas, going further than classic brainstorming sessions; competitive context and speculative fiction; from the idea to the tangible concept: prototyping with the hands, and designing the final experience: fictitious unboxing.
The artist would like this work process to provide material knowledge about the context, company project and products to be developed. He is seeking to value methodologies based on practice, tacit knowledge and hand and body knowhow, artisanal workshop culture, material and playful experimentation and the power of imagination in the initial phase of exploring, devising and defining the design of a product.
A person from administration (in charge of the project), the production manager and two workshop staff members participated in the Creative Pill, implementing a variety of creativity dynamics over three sessions to design a product range. In order to do so, they travelled through the surrounding area to obtain new ideas as part of a process of retraining the way we look at things. They then created low definition prototypes based on this and outlined the user experience by using the unboxing technique, a dynamic used by YouTubers to record the emotions of a person receiving a package on order at home. This helped to test the sensations that customers of Calderería Zue would experience when receiving their orders.
Devising a new business line aimed at end users while taking into account the fact that Calderería Zue always works with companies. It is an online service that cuts customised pieces and delivers these to end users in the form of a kit that has been dubbed “EbaKIT”. The service will have its own space on the company’s website and contain an extensive catalogue of object designs, although each customer will also be able to customise these designs and even send their own to be manufactured. The pieces to be ordered will have a maximum weight and limit of 40 minutes for their production. In this way, the boilermaking company maintains its order-based working method but adds an end customer.
The result, therefore, is a new business line and expanded market.