Lights and Colours – Tikkurila

 

About

We designed a solution for designers & architects to assist them in picking the right colour in a world where the nature of artificial lighting is changing.

Client

Tikkurila OYJ, is a Finnish manufacturer of paints and lacquers. Tikkurila was established in 1862 and has since offered a broad range of decorative paints for consumers and professionals for surface protection and decoration, growing into one of the leading paint & lacquers manufacturers in eastern and northern Europe. Tikkurila’ brands include, among others, Tikkurila, Beckers, Alcro, Teks, and Vivacolor. The most important markets are Russia, Sweden, Finland, and Poland, which account for more than 80 % of Tikkurila’s revenue. Tikkurila is considered to be a market-leader (in decorative paint) in Finland, Sweden, Russia and the Baltic countries, and was listed on the NASDAQ OMX Helsinki in 2010.

Brief

The aim was to provide information and ideas for Tikkurila to design a solution for designers & architects to assist them in picking the right colour in a world where the nature of artificial lighting is changing.

Process

Technological research
We have attended specialized seminars about lighting and interviewed lighting professionals together with online research. We spent a lot of time getting to know all the complex elements of lighting such as e.g. colour wave length, CRI (colour rendering index). This lead us to the conclusion that, the fast change in lighting technology makes the standardization of artificial light measurements difficult, thus being an impediment for many painting companies to adapt their products to the new artificial lighting sources.

Customer analysis
As mentioned in the challenge, our mission was to affect designers and architects to influence sales in the buying sector. We therefore started to analyse our target group by doing an online survey complemented with in-depth interviews and office visits. This gave us insight into the professional sector, particularly about the needs and job tasks of architects and designers, the level of knowledge about lighting and general information about the construction process. When attending the Light Symposium in Stockholm we also, perhaps surprisingly, identified a huge communication gap, and a clear tension, between architects and lighting designers.

Ideation
We then continued with the ideation workshop. We listed the discovered problems and grouped them into categories, after which we formulated possible solutions and ideas. This, on the other hand, would generate more value for both the professionals and for Tikkurila. We managed to produce a total of 43 ideas, from which we filtered out seven ideas to develop further. Tikkurila’s managers decided to adopt three of the seven ideas for further internal development and tasked us with combining the last four into a holistic concept.

Concept development
During the concept development phase we utilized service design tools like user personas and customer journey maps, in order to ensure that our solution solves the challenges of our target audience in the best possible way. We also spent a significant amount of time on prototyping, e.g. a co-creation workshop where we engaged designers and architects in testing and improving the final concept.

Outcome

We propose a three-fold solution for Tikkurila in order for them to grow their share in the professional segment and tackle the challenges brought forth in the brief. An online educational platform (1) will provide useful information for designers and architects, in order to assist them in the design process, especially when designing with light and colour. This educational and informative online platform will also drive users to the main element of our three-fold solution: the office concept (2). This agile tool, to be used in an office environment, is essential for our project since it is meant to help architects and designers in the design process itself. The office concept will also seamlessly incentivize designers and architects to recommend Tikkurila-branded paint lines designed for all types of lighting circumstances (3).

Team

Vicorica Milea (Computer Science and Math), Zhen Chen (Business Administration), Rasmus Savander (Marketing), Saana Turunen (Architecture), Laura Virkkunen (Social Sciences)