CoGrow Labs

Designing for a special group of people within a future user generation.

The coolest project we will never be able to talk about (in detail anyway).

Case Study

CoGrowLab, a think tank, wanted to open minds and expand corporate vision by exploring solutions within the context of mobility for a special group of young adults. They approached us as potential co-creators and collaborators to find solutions that could answer the needs of this group.

MID proposed a program that employed our BrainSpark ideation process to generate potential concepts that would appeal to these future young adult consumers. The client had previously done research to identify the driving values of this group of young people. Understanding the needs of the group allowed us to work with CoGrowLab to build and co-create concepts that were relevant and meaningful.

The BrainSpark workshop generated hundreds of potential concepts, which were sifted, refined, strengthened and combined into 3 concept scenarios.

The client decided to test these scenarios with the target consumer and determine how well they resonated.

MID created a storytelling process based on the idea of a graphic novel. Each of the three concepts were written as an illustrated story and along with physical artifacts, the concepts were tested.

This testing indicated levels of resonance with these concepts.

The highest-rated concept was chosen to be embodied in the form of a physical demonstrator capable of first-person engagement and which would allow the participants to interact with the concept and understand how it could work.

MID called upon our talented group of co-creators and produced 9 minutes of live action video, complete with digital special effects to depict some of the future technology we could not prototype.

This content was presented in a custom-designed and constructed portable theater that managed the experience environment.

The demonstrator was fabricated, assembled and tested at MID’s studios. Flat screen HD displays, directional speakers and lighting controls were integrated through show control software running on three separate computers to create a seamless experience for the viewer. At one station in the demonstrator, the viewer interacted with the proposed concept and an onscreen actor sitting across a table in full scale.

The demonstrator was disassembled, transported and reassembled for the public debut and then two weeks later disassembled, transported and reassembled again in the client’s offices for a longer stay.

Those who experienced the demonstrator were blown away. Their comments revealed they made the connection between the needs of the target consumer group and the proposed concept. Minds were opened and the dialogue continues.