Young Designers 2011

		Young Designers 2011
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Vikas Johiya | vikas.johiya@gmail.com

Disruptive Innovation: Large-Format Printing Opportunities in Architecture-Engineering-Construction Market (AEC) in India

Product Design | GDPD
Guide: Bhaskar MR Bhatt
Sponsor: Océ N.V, Velno, The Netherlands

Keywords
Service model
System design
Printing facility
Brand exposure

Océ is one of the leading providers of document management and printing for professionals. The Océ offering includes office printing and copying systems, high speed digital production printers and wide format printing systems for both technical documentation and colour display graphics. My diploma project was in one of the above areas.

During my research for this project, I realised that professionals in the field of architecture-engineering-construction (AEC) find printing a difficult task. High equipment cost, running cost, space crunch and wastage of time are just some of the issues they have to contend with when they want to get some good prints. Just designing a good printer is not enough, for customer experience is increasingly becoming the key to product or service purchase. The target market for the service comprises of a wide range of people with varied needs and requirements, so the service had to be flexible enough to accommodate their needs.

Keeping this in the mind, I designed a service model where customers can upload their printing work onto an online portal and get their work done. The server sends the file to the registered print service provider (PSP) with an Océ machine and the files are printed and delivered. PSPs, who are the largest buyers of Océ equipments, thus have the freedom of location and their businesses may be centralised.

The service model will make Océ, which currently has virtually no brand visibility in the AEC market in India, more visible. PSPs will get more business by buying Océ machines and AEC professionals will be able to avail of a hassle-free printing facility. By following a similar approach of systems thinking, other new and meaningful products and services may be designed, keeping users in mind.