__Say hello to Hana, Mormedi’s Strategy intern__

**Please tell us a little about yourself**
My professional background is centered on business strategy in consumer products/retail sectors. Seeking to broaden my skill set, I pursued my master's in design engineering at Harvard to learn design methodology and data science/machine learning. I recently completed my master's and am aiming for opportunities to work at the intersection of business, design, and technology in the direct-to-consumer field.

 
**What did you enjoy the most about working here?**
One of the highlights of my experience was the autonomy given to me, allowing for the seamless integration of design and business methodologies in project execution. While I could leverage my professional experience as a business strategist, I learned how to apply design methodology in the business. In particular, I enjoyed the future scenario project about mobility, categorizing and designing what the major global cities look like in the near future and thinking about its implications.
Moreover, the inclusive and familial culture at Mormedi was fantastic, including lunchtime gatherings, quarterly potluck team-sharing sessions, and birthday celebrations. The rich backgrounds and nationalities within the office further enriched this vibrant culture.

 
**What does a normal day for a Mormedi intern look like?**
I go to the office around 8.30 am to start a day by coffee with another intern. A typical day is dedicated to meetings or workshops, with the remainder spent engaged in various tasks such as research, making presentations, data visualization, and workshop preparation. Colleagues gather in the kitchen for lunch, bringing their food. I sometimes go for drinks or dinner with some of my colleagues after work. 

 
**How was it working in Spain?**
It was a wonderful experience working in such a diverse and progressive city. Though I had never been to Madrid before, settling in as a newcomer was not too difficult, including finding a place and figuring out the city. My friends in Madrid and my colleagues at Mormedi helped me with a smooth transition and made my stay memorable. The Spain-specific working culture I enjoyed the most was when people brought food/sweets to share at the office daily. The office is diverse and a good size to get to know people, so I felt welcomed and connected to working there.

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Mormedi interns share their experiences: Meet Hana

Mormedi, the global boutique strategic design and innovation consulting, is winner of this year’s iF DESIGN AWARD, the world-renowned design prize. The winning product, Pulse Bus, won in the discipline Professional Concept, in the Product Concepts. Each year, the world’s oldest independent design organization, Hannover-based iF International Forum Design GmbH, organizes the iF DESIGN AWARD.

Pulse Bus, won over the 132-member jury, made up of independent experts from all over the world, with its electric autonomous public bus transportation concept. The competition was intense: almost 11,000 entries were submitted from 72 countries in hopes of receiving the seal of quality.

More information about Pulse Bus can be found in the “Winners & iF Ranking” section on [ifdesign.com](https://ifdesign.com/en/winner-ranking/project/pulse-bus/618633 ) - https://ifdesign.com/en/winner-ranking/project/pulse-bus/618633 

**About the iF DESIGN AWARD**

Since 1954, the iF DESIGN AWARD has been recognized as an arbiter of quality for excellent design. The iF Design brand is renowned worldwide for outstanding design services, and the iF DESIGN AWARD is one of the most important design prizes in the world. It honors design achievements in all disciplines: product, packaging, communication and service design, architecture and interior architecture as well as professional concept, user experience (UX) and user interface (UI). All award-winning entries are featured on ifdesign.com.


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Mormedi wins IF Design Award for the Pulse Bus

Recently, we had the pleasure of brining a select group of experts for an event at our HQ dedicated to exploring the current and future trends of retail and banking. The focus was on how digitalization and human experience are transforming both sectors. Here we share some of the highlights from our guest speakers.

**Commodification of Financial Products**

A recurring theme in our discussion was the need to "commodify" financial services. This idea, highlighted by our guests, refers to transforming intangible services into tangible and desirable experiences for the customer. Fran Vignard, with his vast experience in the financial sector, shared how this strategy has been crucial in adapting financial products to the needs and desires of the modern consumer.

**Merging the Digital World with Physical Space**

Dimas Gimeno, known for his innovative Wow Concept project,  illustrated how integrating digital brands into physical spaces can create unique and memorable shopping experiences. This strategy not only enriches the offer for consumers but also sets a new standard in retail, demonstrating that digitalization and human contact can coexist harmoniously to enhance the customer experience.

**Technology as an Enhancement, Not a Replacement**

Celestino García, with his deep knowledge of technology and retail, emphasized the importance of using technology to enrich, not replace, human interactions. Implementing advanced cybersecurity, personalization through artificial intelligence, and creating strong communities are key to building trust and lasting relationships between brands and consumers.

**Looking to the Future**

The event left us with a clear vision: the future of retail and banking lies in a balance between technological innovation and a deep understanding of human needs. Commodification, as discussed, is not just a market strategy but a means to genuinely connect with customers, offering them experiences that go beyond the transaction.

**Conclusion**

The event showed very interesting insights  into the future of retail and banking through the eyes of those at the forefront of these transformations. The convergence of digitalization with rich and meaningful human experiences promises not only to revolutionize the way we interact with services and products but also how we connect with them on an emotional level.

We are left with the certainty that the way forward is through conscious, human-centered innovation, building a future where technology and human relationships intertwine to create a more inclusive, secure, and exciting retail and banking ecosystem.

We thank all the speakers and participants for joining us. You can check the whole recording [here](https://www.youtube.com/watch?v=Ug8-h_zTXnc)

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Innovation and Humanization in Retail and Banking



The week began with the news that Microsoft and an Nvidia and Amazon.com Inc.-affiliated fund [are investing in a humanoid robot unicorn valued at $2 billion](https://fortune.com/2024/02/23/jeff-bezos-nvidia-openai-microsoft-robot-unicorn-figureai-funding-round/). Call it co-ompetition or ecosystem building, but companies are continuing to find ways to work together to try to crack the more and more complex challenges we face today.

We can expect these types of ecosystems to continue increasing in number, particularly those involving big tech, due to their insatiable appetite for growth in new industries where data-driven innovation can lead to new profits… and due to their cash. [Apple, Alphabet, Microsoft, Meta, and Amazon together hold 21.4% of all of the S&P500’s cash, over half a trillion dollars.](https://www.investors.com/etfs-and-funds/sectors/sp500-companies-stockpile-1-trillion-cash-investors-want-it/)

But big tech companies are not the only ones creating ecosystems. And the form that ecosystems or collaborations will take will vary from hands-off investments to deep data sharing and solution building.

Below are a few of the interesting ecosystems that were on display at the Mobile World Congress this week in Barcelona. 

**AI collaboration for better personalization**

The first was the [Global Telco AI Alliance](https://www.datacenterdynamics.com/en/news/global-telco-ai-alliance-to-launch-jv-later-this-year/), announced by the Deutsche Telekom CEO Timotheus Höttges. This will see Deutsche Telekom, e& Group, Singtel, SoftBank Corp., and SK Telecom establish a joint venture later this year specifically aimed at developing Large Language Models (LLMs). The five telcos serve more than 1.3 billion customers across 50 countries. 

The rationale stated in the launch release was that by pooling their resources, these telcos could offer conversations that are “even more human-centric [because] AI personalizes conversations between customers and chatbots”. 
Personalization was the hot topic related to the use of AI across the MWC. 

Even the big consultancies were getting into the ecosystem-building game, with Deloitte showing off collaborations in areas like manufacturing, as well as in AI with their project Lexi, which sees them teaming up with chip-maker Qualcomm and Meta. The purpose of the project was said to be “more intuitive, personalized interactions” (emphasis added). 

It is obvious that personalization is king, not only because it will give users a better experience, but also because better personalization (read: use of data) will result in better targeting and increased revenues or conversions. 

**And cars might fly**

The flying car revolution is yet to happen, with the sheer complexity of the stakeholders needing to be involved (not to mention regulation) being major barriers. [KT gave a view on the ecosystem that they are involved with in order to make flying cars a reality.](https://www.mk.co.kr/en/it/10950602) The ecosystem includes Hyundai manufacturing the aircraft, Korean Air operating them, KT managing the traffic and the air network, Hyundai Engineering & Construction building the vertiports, and Incheon Airport operating them.

**Software is hard**

The last example that I’d like to mention that was once again on display at MWC was Software Republique: a French ecosystem that is trying to solve the challenges around connected vehicles, mobility services, and energy. The founding partners are corporate heavy hitters: Dassault, Atos, Orange, Renault, ST (semiconductors), and Thales.

The interesting things about this ecosystem are that, firstly, it is going beyond the usual bounds of cross-corporate collaboration to also include activities like nurturing talent, incubating startups, and working with tech clusters and academia. Secondly, the framing of the challenges that they are working on is not only focused on technology and business, but also social goals related to safety and the environment.

**Conclusion**

As with all regulated industries, it will be interesting to see how these corporate-led schemes will interface with local and national governments to ensure that their activities are a success.
The more that humanity is faced with bigger and more complex challenges, the greater the need for cooperation and ecosystem building. But don’t be mistaken, ecosystem building is hard and requires effective collaboration design. We have been experiencing this first hand, helping to create ecosystems that address the complex problems facing humanity across areas such as mobility and logistics.

If you would like to talk about how Mormedi can help your organization find opportunities to build collaborative solutions to solve complex problems, please write to me at maruan@mormedi.com.

[Download the paper](https://mailchi.mp/mormedi.com/8uufv112jw)

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Ecosystems are crucial to solve complex challenges 

CES 2024 was a convergence of mobility, smart home, health and wellness technologies; signifying a shift towards a more interconnected future. The event showcased a variety of innovations that are shaping the automotive industry, smart home technology, and health and wellness products.


**Mobility and Technology Integration**

The integration of AI in vehicles was a significant focus at CES 2024. Companies like Volkswagen, Mercedes-Benz, and BMW demonstrated the use of AI to create smart, interactive vehicle experiences. Automotive suppliers such as Bosch, Qualcomm, and Google Android also show notable contributions to advancing vehicle technology and connectivity. However, the big players this time were Hyundai / KYA, LG and Zoox.


**Smart Home Integration**

CES 2024 highlighted the seamless integration of automotive and smart home technologies. Partnerships between companies like Samsung and leading car manufacturers are set to bring cutting-edge smart home and entertainment technologies into vehicles, blurring the lines between home and mobility experiences


**Health and Wellness**

The event also emphasized innovations in health and wellness, including advanced health monitoring systems integrated into car seats and environmental controls within vehicles. Additionally, there was a focus on women's health and wellbeing solutions, demonstrating the industry's commitment to addressing women-specific health concerns through innovative technology


**Sustainability**

CES 2024 underscored the automotive industry's commitment to eco-friendly mobility solutions, with the showcase of electric vehicles and a shift towards sustainability. This emphasis on sustainability was also reflected in the smart home and infrastructure technologies exhibited at the event


**Entertainment and Lifestyle**

Innovations in entertainment and lifestyle, such as smart TVs and immersive audio-visual technologies, were key highlights of CES 2024, aiming to create more engaging and interactive consumer experiences


In conclusion, CES 2024 provided a nice glimpse into a future where mobility, smart home, health, and sustainability are interconnected parts of a technologically advanced ecosystem, promising to transform our world in ways that enhance efficiency, sustainability, and quality of life

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CES 2024: Uniting Mobility, Smart Home, Health, and Cutting-Edge Technology

As banking evolves, the need to blend digital and physical experiences becomes increasingly important. Giants like Bank of America and Chase are revitalizing their branches, signaling that customers desire options and a personal touch. The digital revolution in banking has streamlined processes but often at the cost of personal connection. To address this, an omnichannel approach that combines convenience with a human touch is necessary.

Enter 'Phygital' – a strategy that redefines banking by integrating technology with human-centric experiences. This balance is crucial for customer engagement, as suggested by Credit Suisse's Markus J. Loecher. However, there's a challenge: customers feel pushed out of branches due to limited hours and high fees for in-person services. Retail banking must adapt, not just technologically but in fostering genuine relationships. The physical branch isn't obsolete; it's being reimagined to better serve the changing lifestyles and demands of today's clients. As we strive for this balance, sustainability is key. Expect greener banking practices and sustainable digital finance solutions.

The future is 'phygital', where personal service meets digital efficiency, heralding a new era of customer-centric banking

Download the full paper [here](https://mailchi.mp/mormedi.com/v3kbeck66r)

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6 ways major players are redefining the banking landscape

Last week, we hosted a mobility panel to discuss the future of urban mobility. Our panel included Karolina Korth, a digital strategy and innovation expert, Jochen Werner, a leading voice in aircraft and automotive design at Airbus, and Sebastian Canadell, a specialist in logistics, mobility, and data from Astara and was moderated by Maruan El Mahgiub, Executive Director of Business Strategy.  Some highlights:

**Urban Mobility Challenges: A Complex Ecosystem**

The panel emphasized that urban mobility is more than just moving people from point A to B; it's a complex ecosystem involving various stakeholders. Cities often lack the resources or expertise to implement necessary solutions independently, underscoring the need for public-private partnerships. The discussion highlighted the importance of collaboration among different sectors to create efficient, inclusive, and sustainable urban mobility solutions.

**Innovative Approaches and New Challenges**

Karolina spoke about the intersection of mobility and health, using Kuala Lumpur's car-centric design as a case study. Jochen from Airbus and Sebastian from Astara brought perspectives from the aerospace and logistics sectors, respectively. They discussed the integration of different transportation modes and the importance of data and local context in shaping urban mobility.

**Co-opetition in Urban Mobility**

An interesting development noted in the discussion is the emergence of 'co-opetition' - collaboration between competing entities. As seen in Mormedi's panel, non-traditional players from various industries are converging in the urban mobility space, offering unique solutions that blend physical and digital elements. This trend points towards an increasingly interconnected and competitive landscape.

**Towards Data Collaboration and Interoperability**

A significant challenge highlighted was the creation of standards for data collaboration and interoperability. The discussion pointed out the need for an environment that fosters both interoperability and trust among stakeholders. This includes setting standards that allow for real-time data analysis, trend monitoring, and performance tracking, as seen in some advanced models like Saudi Arabia’s Data and AI Authority.

**Mormedi's Pragmatic Approach**

At Mormedi, the focus is on addressing these challenges through pragmatic, step-by-step solutions that bring immediate value. The panel discussion underscored Mormedi's commitment to building solutions that not only solve current problems but also create ecosystems conducive to long-term benefits for all stakeholders involved in urban mobility.

The Mormedi panel discussion provided new insights into urban mobility, highlighting the need for innovative, collaborative approaches to address the sector's complex challenges. The insights gained point towards an exciting future for urban mobility, where technology, data, and strategic partnerships drive transformation. 


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Event, The Future of Urban Mobility

This week, Mormedi attended the Smart City Expo World Congress in Barcelona. Here are some of our reflections on the state of the industry.  

**Smart city challenges**
To create a smart city – a city that leverages technology and data for improving how it works – a number of challenges need to be overcome. 

**An ecosystem under construction**

The challenge that is not often discussed is that although a city is, by definition, a public entity, the city administration will usually not have the skills, resources or ability to implement the solutions that are available or necessary. This means that by its nature, a smart city must be a partnership—an ecosystem—of different stakeholders, both public and private.

At the Smart City Expo World Congress, we could see a plethora of private sector players, large and small, attempting to offer competing solutions to solve the common issues facing cities in mobility, energy, buildings and so on. 

**A new world of co-ompetition**

An interesting development is that large consultancies, rather than remining in the realm of advice, have seen the necessity to either develop or partner to offer platforms and SaaS solutions to help their clients all the way through to implementation.  

As we have come to expect from the modern era of industry convergence, non-traditional players are entering into competition with one another in this new phygital world, where any solution needs to sense what is happening through hardware, and then translate data into insights through software. Who would have believed you a few years ago if you’d said you would see companies like Microsoft, Honeywell, Amazon, Samsung, Accenture, PWC, NVIDIA and a host of others both competing and cooperating in the world of smart city solutions?

**Towards data collaboration**

The next challenge is the fact that given this is a nascent area, we will also have to pass through an era of “standards wars” in the world of data. Yes, there are initiatives happening to create standards at the international level, but in one of my conversations with someone working on data standards related to the maritime industry, it was described as “a mess”. The challenges of data management (beyond collection, cleaning and insight extraction), is to create an environment where there can be data collaboration, meaning that there is both interoperability and trust. 

In terms of interoperability, not all geographies have the ability to do what Saudi Arabia is doing through its Data and AI Authority, which is to set the standards for its cities. The Authority has developed 3 personas for which the data standards were designed. This allows the data to be clean enough at source for persona 1) the cities’ operators to see what is happening in real time, 2) their strategists to follow trends and gain insights from patterns, and 3) managers to track performance based on KPIs. 

In most geographies, data collection has a lot of legacy, based on specific uses by specific stakeholders.

To add to the problem, there tends to be very little trust between stakeholders in any given smart city arena, for example airports, maritime ports, or road mobility.

**Where to next?**

At Mormedi, we have been working with our clients on these challenges. We hope in the coming months to be able to reveal more details about how we are attempting to overcome, via a pragmatic, step-by-step approach to build solutions that bring immediate value, solve real problems, create the right ecosystem, and lead to data spaces that allow for long-term benefits for all stakeholders.

If you are interested in learning, feel free to reach out to me at maruan@mormedi.com



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Smart City Challenges

When we visualize the future of mobility, it's crucial to broaden our perspective beyond immediate surroundings and individual experiences. Mobility isn't just about movement; it's about addressing specific needs that vary from one region, culture, and individual to another.

At its core, mobility is about problem-solving, with every region, city, neighborhood, and individual possessing unique requirements. Thus, it's a mistake to assume a 'one-size-fits-all' approach to future mobility. Resilience and adaptability are essential given our rapidly shifting landscapes and evolving natural systems.

However, this doesn't rule out some fundamental design principles. A sustainable, efficient, and universally accessible mobility infrastructure is the goal. When we see mobility as a system, it allows adaptability to a wide range of scenarios, ensuring no stone is left unturned and avoiding oversimplification.

To truly understand mobility, we need to dive deep, from the broader landscape down to individual neighborhoods and citizens. Factors like regional characteristics, transportation infrastructure, urban development, emerging technologies, cultural dynamics, community needs, and user necessities all combine to shape our mobility patterns. By recognizing the interplay between these factors, we can grasp the movement dynamics of vast territories or even a quaint village nestled against a hill.

Mobility is complex. Embracing this complexity is the key to addressing it effectively. Our view must be holistic, encompassing past, present, and future trends. It's about understanding the intricate web of relationships and acknowledging that everything is interdependent.

Download the paper [here](https://mailchi.mp/mormedi.com/receive-our-latests-paper-from-mormedi)

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Mobility, Turning 7 key challenges into opportunities for urban better mobility  

Our Future of Mobility tool set

At Mormedi, we are dedicated to supporting our clients' growth. Services are changing dramatically both regarding “what they offer” and “how it is being offered”, driven by changes in society, business, and technology. 

We create unique tools that empower our service design approach and that allow us to ponder complex questions and explore possible futures from a holistic perspective. This tool provides a method as well as rigorously researched content to inspire a high-quality collaborative conversation about possible futures.

Learn more about our Future of Mobility tool set [here](https://cms.mormedi.com/uploads/Web_Mobility_6a43ebbc5b.pdf)


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Future of Mobility

**How Digital Twins are Revolutionizing Operations: Real-time Monitoring, Decision-making, Enhanced Communication, and what are the opportunities for designers and creative profiles.**

It's likely not the first time you've heard about "Digital Twins," but if I asked you for a precise definition, you might not be able to provide one. Don't worry, it's normal.

If we search for a common and accepted definition for this concept, we will find many different ones, and so far, they are all valid. For the moment we can define it as a digital copy of the real world that uses real data and try to represent the behaviors from reality.

All agree that it is a key technology that can provide a new level of knowledge about the operation and maintenance of complex systems, resulting in improvements in efficiency, reliability, and costs.

It seems like we're talking about something very technical, focused on the industrial sector and with the goal of controlling and optimizing what already exists. So, what is the role of designers and creatives in this world of scientists, data, statistics, and algorithms? What can we contribute?

Based on this foundation, let´s delve into the benefits of "Digital Twins," their barriers and challenges, and what we should consider when working with them, and finally, I will share my vision. That is, we will explore the context to ultimately share my perspective and attempt to answer the questions raised.

For "Digital Twins" to be a reality today, we've had to develop other necessary technologies such as IoT, AI, Edge Computing, Augmented Reality, or 5G. Without these technologies, we wouldn't be able to have a "Digital Twin." It's the convergence of all these technologies that have made the appearance of DT possible.

But how do these technologies relate? Let´s explain it using the following chart. As you can see, there are different layers of technology, and each one has a function.


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We use the Internet of Things (IoT), which connects devices in the real world to the internet to constantly measure and send data to the cloud. The data is then dumped into a 3D digital model called a digital twin, where it can be visualized in real-time and historical data, and intelligent algorithms can be applied. When different objects with specific behaviors work together to form a larger system, we call it a system of systems or a digital twin that integrates other models. Finally, by using data, we can run advanced algorithms such as AI/ML to simulate or predict behaviors.

The coordination and integration of all these technologies result in a powerful system that allows us to establish optimal control over operations and is capable of providing key information when making decisions.
So, what is a Digital Twin then?


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The truth is that seeing this makes you want to implement this technology tremendously. However, DTs have not yet become popular in the business world and have not shown their potential. It is a technological piece that still has many barriers, both technological, political, and social.

Despite all these points, the future of DTs is promising. With the emergence of 5G and the exponential growth of the number of devices and sensors connected to the internet, the future of DTs is assured. But what do we need to know before working on any project that uses this technology? There are a few simple points that will help increase the chances of success.

The first thing we need to do is to understand the use case, which is the main objective of the model. Without this, we are likely to spend more time and resources. Defining a specific use case will help us understand the definition and detail needed by the model and the types of data we need. And this is key. If we pour in too much data, we will slow down the system and work inefficiently.

Another tip is to start small and then scale the product based on its feasibility, functionality, and MVP prototyping, as well as ensure the inclusivity and accessibility of all stakeholders. Thanks to these, we can align the intentions of everyone, understand the complexity of the projects, and plan coherently.


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Therefore, once we understand what a digital twin is and the barriers, we could say that:
"It is interesting to use a digital twin whenever we want to aggregate data from multiple sources and systems in order to build a unified and centralized complex model that can relate each data point to analyze the impact of certain system behavior in the past, present, and future to make an informed decision while we also leverage this model for communication purposes."

As we approach the end of this article, we have mainly focused on digital twin technologies and their applications in the operational and industrial sectors. The use of complex statistical formulas and algorithms by scientists has resulted in optimizing industrial processes and minimizing risks. However, as designers and creatives, where do we fit in, and what can we contribute?

Designers have a new material to work with – data. Instead of fearing data, we can use it as a source of information and as material to develop innovative solutions. In the past, design thinking, and user-centered thinking were crucial to defining successful products. Designers must approach the user's needs and fears to create personalized and successful solutions. Similarly, we can view data as an opportunity to create new relationships, cross-sources and build new indices or pieces of information, providing us with more insights into complex contexts.

Designers can now use raw data as creative material, a design base, and a source of inspiration to create products and services that enhance people's lives and design sustainable systems. By applying our skills to this new realm, we can develop more non-direct relationships between data and design complex ecosystems. The creative sector should embrace data and use it as a tool to bring new ideas and perspectives to the table.

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Unleashing the Power of Digital Twins: Embracing Creativity for Maximum Potential.

We are thrilled to share that our project HyperPort cargo solution, developed together with [HyperloopTT,](https://www.hyperlooptt.com) was awarded with a [German Design Award 2023 ](https://www.german-design-award.com/en/)on the category of Excellent Product Design/Conceptual Transportation. 

The German Design Award is known as one of the most distinguished recognitions within the design world. It is hosted by the [German Design Council](https://www.german-design-council.de/en/about-us), the expert for brand and design in Germany. It was established on the initiative of the German Bundestag (the lower house of German parliament) as a foundation in 1953, it supports the industry in all matters consistently aimed at generating an added brand value through design. 

This is the third award Mormedi has received for the HyperPort cargo solution this year. In June the project was awarded by the [IF Design Award 2022](https://ifdesign.com/en/winner-ranking/project/disrupting-the-future-of-cargo-transportation/346230) in the discipline of “professional concept” and later in October, the company was elected “Product Designer of the Year” by the [New York Design Awards](https://nydesignawards.com/winner-info.php?id=846) for the HyperloopTT initiative. 

“The transportation world as we know it, is going to go through a major change within the next years because innovative solutions like HyperPort will become a reality. We are honored to take a part on this disruptive future”, said Mormedi’s CEO & Founder, Jaime Moreno.  


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Mormedi and HyperloopTT win a German Design Award 2023 for HyperPort cargo solution project

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Here we share the interview given by [Diego García,](https://www.linkedin.com/in/diego-garcia-garcia-design/) Industrial Designer at Mormedi to Izzy Kington for the [Annual Showcase 2022 ](https://rii.mydigitalpublication.co.uk/publication/?m=63352&i=756327&p=40&ver=html5)from Railway Interiors International Magazine. Diego has been part of the team that developed HyperloopTT cargo transportation system, as well as our different projects for Alstom, Quantron and many other mobility initiatives. 

**Have any material innovations or trends caught your attention recently?**

There is a general trend where the user wants to perceive sustainability. Brands from other
sectors, such as Nike or Smile Plastics, show the recycled raw material in their products,
creating a kind of irregularity that is very attractive to the public.

There is a clear trend towards the use of more sustainable materials in train interiors,
considering the whole lifecycle, including where materials come from and how they will be
recycled. For seat upholstery and other textile elements, we’re seeing the use of fabrics and
felts made from recycled PET.

Bio-based materials are being developed as vegan substitutes for animal leather – for
example made from mycelium, coconut or sugar cane fibres. Natural fibres or composites
made from coffee grounds or recycled paper can be used for single-use amenities such as
food trays and packaging.

**Are there any technological trends you’d like to highlight?**

Passengers are surrounded by technology and expect to be able to continue their daily
digital experiences during their trip. There is also an opportunity to modernise and digitalise
parts of the onboard experience, for example incorporating real-time wayfinding
information into signage, and food pre-ordering capabilities.

Thinking further ahead we can imagine AR experiences that enable positive and useful
communication with the user, for example regarding the train’s sustainability credentials,
onboard materials, or historical or geographical information about places along the route.

**Have you seen a change in design priorities of late?****bold text**

There has been an innovative push in aircraft design over the past 20 years, due to
liberalisation and increased competition. The same will happen in rail, so we should see a lot
of change and innovation over the next five to 10 years.

Key drivers for new design approaches include requirements for accessible travel for all
passenger typologies; sustainability; more personalised offerings for specific passenger
needs; and increased integration of digital and physical experiences.

**Are there any other trends you’d like to highlight?**

The industry should take advantage of new EU regulations that will favour the use of the
train over aircraft and cars. Trains should adapt to meet the needs of current travellers and
integrate solutions that are already standard for other means of transport.

An emerging and attractive niche market is luxury trains. This is a new world to be explored,
applying new solutions and technologies to renew this small and traditional sector, creating
aspirational products that improve the image of the brand and operator.

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Railway Interiors International "Annual Showcase 2022": The shape of things to come 

Mormedi landed in New York with offices and an a award as Product Designer of the Year 2022 at the [NY Product Design Awards](https://nydesignawards.com/winner-info.php?id=846) for the project “Designing the freight transportation for the future” with [HyperloopTT](https://www.hyperlooptt.com). 

Mormedi Inc. has been created to strengthen the company's presence in the North American market, under the leadership of the company's founder and CEO, Jaime Moreno. The main focus will be in the United States, where the firm has been working constantly and permanently for more than four years with multinational clients in the mobility and retail sectors. 

"The opening of Mormedi in New York is part of our internationalization plan. More than 50% of our revenue comes from clients from outside of Spain and the US market has an enormous growth potential, both for its size and for its agility in business and innovative capacity," says Jaime Moreno. 

The company currently has headquarters in Madrid, offices in Tokyo, London and New York, as well as business partners around the world. 

# 2022 NY Awards: Product Designer of the Year

Mormedi's arrival in New York has been accompanied by the recognition of the project carried out together with the American company HyperloopTT, "Hyperloop - Defining freight transportation for the future". This distinction is in addition to the [IF Product ](https://ifdesign.com/en/brands-creatives/company/mormedi/3084)Design Award 2022, which the same project received in April this year. 


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Mormedi arrives in New York with a NY Product Design Award 

What is going to happen with transportation in the cities of the future? That is the question we wanted to answer during our latest Talking Futures at Mormedi a few days ago. 

In this opportunity, we had the chance to invite [Fabio Filippini, ](https://www.linkedin.com/in/fabio-filippini-b3705250/)one of the world's leading car designers, creator of the Ferrari 458 Speciale, Ferrari California T, Ferrari GTC4 Lusso, among many other icons, who came from Japan to share his experience with us.

According to Fabio, who has over 30 years of experience in the mobility world, we are going through a major change that is going to transform the way we move within the cities. 
“The transportation world, the automotive world, is going through a major revolution like what happened when the candle went to the electric bulb. **The electric bulb wasn’t born by improving the candle, it was born by changing it completely. Now we are the bulb, but we are the LED bulbs**. We still look the same for this case but in reality, is an even bigger revolution. Because LED is not just light, is many ways of expressing light, information, plenty of things. LED is screens, is flexible light, is medical, it gave a help to completely transform the way surgery is done today”, he explained during his presentation at Mormedi. 

This major change means that nowadays, there are multiple ways of doing mobility, so the solution is no longer a product, but the interconnection between all these multiple forms and services that enable us to move from one place to another. 

“Even car makers and big OEMs are also shifting and changing their way of doing things. For example, [Mobilize](https://www.mobilize.com/es/te-presentamos-mobilize/mobilize-x-renault-group/) is a new service offered by [Renault](https://www.renault.es/?ORIGIN=SEA&CAMPAIGN=es-es-r-l-def-brand-all_products-na-go-classic-marcapura_OMD202112768635&gclid=Cj0KCQjwqoibBhDUARIsAH2OpWiE5wozKd4jQtAiK8jyAiddqAL3BZRNdXdo6BYf7RnrRR93BOBXJpoaApOAEALw_wcB&gclsrc=aw.ds) for car sharing or for different services with a subscription. They develop specific vehicles that are modular. The same base electric vehicle could be for personal individual transportation, for car sharing, for delivery and they have different forms of vehicles. **Car makers are already going over the simple fact of selling products. They started to sell services like it happened with the mobile phone that we don't buy anymore. Most of the time we buy the service, and the mobile phone comes with it**”.

![Fabio Filippini.mp4](https://cms.mormedi.com/uploads/Fabio_Filippini_76b939e4cd.mp4)
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### What is the challenge? 

Autonomous cars are a reality today, the most recent cars have already an autonomous function. Now the problem is to finalize the integration of the autonomous car into a mixed environment. And this of course is also true with many other ways of transportation, either by air, delivery, people or either by rail, they will have to be integrated, Fabio explained. 

“**We should probably start to think more about cars not so longer as an individual vehicle, which probably will continue to exist in a separate shape, but as a multiple multifunctional moving space that will be available.****bold text** You no longer need don't need space for the driver, you need to have another experience. 

So, the future of transportation in big cities will be multiple form integrated into an offer of multiple services, coordinated and interactive. 


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Fabio Filippini: “The transportation world is going through a major revolution like what happened when the candle went to the electric bulb”

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Last week we were back in person, attending the Service Design Global Conference titled "Courage to design for good", organised by the [Service Design Network.](https://www.service-design-network.org) This time we headed to the industrial docklands of Copenhagen to discuss how we as the service design community can establish the courage to set a different agenda, both in the products and services we design, and for the communities and organisations we are part of. Here are a few snippets from the two days:
### How can design help to construct a better future? 
By setting new priorities and assuming agency (in the sense of empowerment).
### What are design most relevant superpowers? 
Design as a systemic discipline has tools that help to scale, collaborate, track, measure and connect to business impact.
### What else is needed? 
We need to find new organisational structures that cultivate empowered and poly potential teams in order to tackle the complex challenges of today.
### How to proceed? 
Immerse ourselves into the "Mess of the present" to create a future that is still possible!

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Service Design Global Conference: "Courage to design for good"

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Last week Blake McEldowney and Juan Soriano Blanco Soriano visited[ IFA Berlin 2022](https://b2b.ifa-berlin.com/en/). After 3 years, they got to reconnect with the consumer electronics community in person, in an industry Mormedi has extensive experience and expertise since its first project back in 1998. 

As expected, the concept of sustainability was all over the place. From displays and stands that emulated a botanic garden - some companies are even working on indoor plant growing appliances - to the exhibition of products and technologies that promote efficiency and improve Supply Chain carbon footprint. Although many displays were compelling, it needs deeper investigation to understand genuine effort to improve and how much is just promoting a perception of sustainability.

It was good to see some appliances that are made to last longer and are designed to be easier to repair. Although the tradeoff between affordability and sustainability remains, this is still good news, since the world discards around 60 million tonnes of e-waste per year.

Another sustainability related initiative that is growing within the industry is the concept of Home Appliances “as a service”. More Companies are implementing a leasing model, keeping track of the entire lifecycle of the products they sell and takingresponsibility for their disposal at end of life, while the customer just gets to use the device hassle free. 

Of course it wasn’t all about sustainability, IFA received over 160.000 visitors eager to experience the latest smart home and connectivity solutions, some of the other trends we highlight are:

#1. Continued Customization
![IFA CUSTOMIZATION.JP.JPG](https://cms.mormedi.com/uploads/IFA_CUSTOMIZATION_JP_9bd1a1fc14.JPG)
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Companies are engaging with their clients by giving them the chance to customize their products in a deeper way with more complex characteristics and features that can be tailor made.  

For example, we saw LED light panels across the entire front of the fridge and washing machines, so colours could change instantaneously depending on the function needed and aesthetic choice. #customization #devices

#2. IOT devices

Brands are improving the connectivity and convenience of their new products, with enhanced features, platforms and protocolslike MATTER. There is still along way to go to make these experiences truly compelling. Another question is the security of these connected systems and we are yet to see a clear answer. 

#3. Foldables

Foldable Smartphones and Tablets; the latest generation are now more robust and have an improved quality look and feel. The flexibility of use and portability benefits are becoming quite compelling, especially if we get more out of one device. There were also some large 15” folding screen Laptops that unfold to become a super large display / tablet that could be interesting in the next generation.

![IFA accessories.JPG](https://cms.mormedi.com/uploads/IFA_accessories_99184a8227.JPG)
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#4. Accessories

Big brands are realizing that there is a good business opportunity in developing their own accessories for their products rather than relying on 3rd party providers. This means higher quality and a better fit to the devices.  


#5. Gamification

Companies are making experiences as playful and interactive as possible and devices that challenge users to participate and engage with their specific functions. 

#6. Mixed-up Reality

There was a lot of discussion about where the VR - AR - XR - Metaverse is heading and what this means for the appliance &technology industries, but not much clear evidence of new thinking or offers beyond a few heads up display headsets for gaming. 

It is great to be back to in-person events and to catch up with colleagues in the industry and to experience all these new solutions first hand.

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IFA, sustainability and beyond

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The future of transportation goes from technology, infrastructure, collective transport to multimodality. There are many international events that cover these topics from different perspectives, [InnoTrans](https://www.innotrans.de/en/) is one of the most complete ones. 
Besides seeing tank wagons, high-speed trains, and buses displayed on 3500 metres of track, we identified five trends that will be shaping the world of transport. 

### 1. Hydrogen, hydrogen…did we say hydrogen? 

Hydrogen has a key role to play in decarbonizing transport and manufacturers are aware of it. At InnoTrans, we got to see hydrogen fueled trains and buses. This is a trend that we already saw at last year’s IAA Mobility as a solution for heavy goods vehicles and is becoming more and more relevant. 

### 2. Homelike atmosphere 

Manufacturers are using wood-finish laminates, textiles more similar to those found in the home even marble-style bathroom finishes in the interior of the trains. 

![Livery.jpg](https://cms.mormedi.com/uploads/Livery_333a173aca.jpg)
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### 3. Interiors designed for multimodal transport

Multimodal transport is becoming relevant. People want to get from point A to B walking, by bicycle, car, train, plane or all of them together. Manufacturers are designing cabin interiors of trains taking multimodality into consideration, with spaces to bring along bicycles and scooters even going the extra mile with charging areas for those that are electric.

### 4. Impressive livery

We got to see trains with full vinyl-covered exteriors and eye-catching graphics.

### 5. Digital signs and screens everywhere 

Digital screens inside and outside the trains both for information and advertising purposes, with new solutions for displaying from screens in more visible places, projections on glass, to icons on windows and lights on doors.

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The latest in railway transportation at InnoTrans 2022

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Last Thursday we had the opportunity to enjoy an interesting conversation with Adolfo Ramirez in a new edition of our Talking Futures, Mormedi's talks about the future and what it holds for us.

Adolfo is a professor at IE Business School and The Valley Digital School and has been General Manager at Banesto and Deputy General Manager at Banco Santander, among other things. He is also the founder of Vida Silver, an initiative that brings together the physical and the digital in search of being the meeting point for all those who want to contribute to the development of the Silver Generation.

During the talk we addressed the issue of reinventing processes in companies, how they can and must adapt to the new times with technology and talent and why it is necessary for them to do so. Adolfo stressed that start-ups have it easier than large companies, since they are more willing to take action to improve their processes, while large companies tend to relegate processes to the last stage of their decision making.

We share with you in this article some excerpts from the conversation, which you can watch soon in video on our [Youtube channel](https://www.youtube.com/watch?v=qEeVtCNiRoM) and listen to in audio on [Spotify](https://open.spotify.com/episode/4p7IUbE5ULj2jdfB3ohcZU).

**Companies are redefining their internal processes, introducing agile methodologies or training employees with new skills to gain competitiveness in efficiency or quality. We are all aware that many operations are being digitized and that large retail companies already have robots in their warehouses. Today we are going to talk about reinventing processes in companies. How did we get here, how did we get to this point?**

I am going to try to demonstrate the importance of processes in organizations, because when you build transformation, you are building it from the process. I think it is tremendously interesting and important and we are forgetting it many times, more than we should. 

Why have we come this far? Well, we have reached this point because, if we understand well what is happening, there has been a technological disruption, a convergence of technologies that we call exponential or disruptive. Each one of them would have generated a disruption by itself, but there has been a convergence. Cloud, big data, artificial intelligence, internet of things, blockchain, 5G... A lot of technologies have appeared that are causing us to bring about a change in consumer behavior, and that change leads to new business models. That's what's happening and that's why we're here. 

And the important thing is for companies and organizations to understand the change and understand how they can leverage those technologies. In many cases what is happening is that we are starting to invest in technology, we are starting to change business models, we are even starting to reinvent processes without knowing what our strategy is and without knowing the possibilities we have. In other words, in many cases we are starting the house from the roof up. The important thing is to understand the technology and see if our strategy is adequate for this new path. I am not saying to change the strategy, but to review it. Maybe I understand these technologies and I decide that my strategy is well defined and I continue with it; but what you do have to do, for sure, is to review the strategy in the light of everything that is happening, in the light of all these new technologies.

In this concept, the issue of processes is a tremendously important issue. Processes are, I would dare to say, like the vascular system of the body, because they are what allow you to function in the whole organization. And bureaucracy is like cholesterol. Eventually it clogs up the veins and there is a collapse. Possibly, in this context, innovation is like a healthy diet and physical exercise. If you are innovating, you are making processes much more agile, which leads you to have a much more agile and flexible organization. So, processes are at the heart of this innovation, of this transformation. We have reached this point as a result of this technological convergence and the change in customer or consumer behavior. 

**Are all processes suitable for review and digitization?**

I would dare to say absolutely yes. What happens is that, and this is a very interesting topic, many times, when you are going to address processes, you are going to address an automation process or a digitization process, but there is a previous step, which is to see if the process is necessary.

Many times organizations enter into this dynamic of "we are going to redesign, we are going to revise, we are going to automate". Also, as a consequence of being more modern, they start "I'm going to automate this process, I'm going to mechanize this process". And automation, mechanization and digitization have probably been going on all our lives. The important thing is to take a step back and see if the process, the process that leads to the best, is a necessary process. Because the best automation of the process, for me, is to eliminate it. That is, not having to use it. And if in the relationship with customers, in the relationship with suppliers, you manage to eliminate that process and address them in a different way, possibly you have taken a step forward.

One of the trends that I'm sure you've discussed in some of the meetings you've had is zero interface. What the zero interface is about is that in the process you eliminate all the intermediate steps, you eliminate all the devices you have, and directly you are able to do that process, as we are seeing with the virtual assistants or when you use the contact less today, eliminating the need to use the card, which nowadays you use the cell phone many times. So, let's say you are eliminating steps from that process, and in many cases even eliminating that process.

So, to the question of whether all processes can be reviewed, yes, and what would happen is that you would have to eliminate some of them from the organization.

Adolfo Ramírez y Joe Lozano en Talking Futures

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Talking Futures #5: Reinventing processes

Last Thursday, March 31, the fourth Talking Futures session took place at Mormedi headquarters. This is our series of talks in which we invite experts to tell us their vision about some of the trends that are changing the world.

Change breeds incredible experiences, and with a last minute change this Talking Futures session began. Our guest, Adolfo Ramirez, told us on the day of the event that he could not come for personal reasons, so we had to find another speaker or cancel the event. But we did not want to miss the opportunity.

It was Felix Uriarte who agreed to come to share in this close talk at our offices, in which he told us his views on the changes in payment methods that exist right now and where the future is heading. Felix Uriarte is the former Director of Marketing and Digital Banking at Bankia, as well as having been a member of the advisory board of Bizum and Redsys. It is clear that he knows a lot about payments.

You can already listen to the full conversation on our [Spotify](https://open.spotify.com/episode/4xcfzsgG7IB1zT0LegJJGk?si=8Q81taKjQ9WFambo_rKOSQ) and [iVoox](https://www.ivoox.com/mormedi-talking-futures-felix-uriarte-experto-en-audios-mp3_rf_85473622_1.html) and watch it [on our LinkedIn](https://www.linkedin.com/video/event/urn:li:ugcPost:6915315173364744192/) and [our Youtube channel](https://www.youtube.com/watch?v=CQstdAWuH0A). Below we share some interesting excerpts of what Felix had to say after being asked by our Brand and Digital Director, Joe Lozano.

**I would like us to talk about new players like Klarna, SeQura or Sipay itself, which are shaking up consumer habits and raising expectations in terms of customer experience. I am referring to the new alternative payment methods. Why have we come to this?**

The reality is that payment is a very important product attribute. You know the 4 Ps of the marketing mix. For me, payment is the fifth P. In fact, payment has a beastly ability to transform the product. For example, if I ask you what is more important in a product: the price or the effort you have to make to get it? In many occasions, and it doesn't have to be people who don't have money, the effort is what makes the difference.

You talked about Klarna, why is Klarna successful? Because Klarna hasn't done one thing that's very extravagant, but it's given you a peace of mind, a facility for you to take on paying for a product, low price usually, that takes away any friction and you make a decision much quicker. In fact, BNPL (Buy Now Pay Later), which is what Klarna does, increases sales of a product by 20%.

Payment can really make your product better, the perception and the product itself. I can talk to you about convenience or security. For example, PayPal payment gives you security. If you have PayPal in an application in which you sell expensive products, on tickets over 300 euros you sell 14 or 20% more, simply because of the payment. You have to give a lot of importance to the payment. (...)

**And these new consumer habits, these new payment methods, are they for everyone? I would like you to talk to me about people, users, and companies.**

I think it is for everybody and for all companies. We have the example: cheap products, young people who want to rotate a lot... There is a link that is already being raised: how do you link Klarna with reselling it on Wallapop. PayPal launched payment in three some time ago. We're going to see how we link all of this going forward. And there you have a fantastic chain, a fantastic customer funnel. IKEA, which sells cheap furniture, has put so much importance on this that last year it bought its own BNPL company.

It's so strategic about payment that it's no longer a cash flow issue, it's a strategy issue. But if you do an analysis of consumer durables... Cars: the movement of any luxury brand into mobility is clear. There are companies that are specializing in precisely what you think is not the target of this: high-income people.

Eight years ago I did a test. In a very well-known electronics store, we had the ability to do a cookie cross-check to see who came in, and I knew perfectly well if someone came into that store if they were a customer of mine and if they had a preconceived credit. And I would only offer BNPL payment to those who had very high credit. The ones that you would tell me "those guys are never going to buy a 300 euro TV on credit". So that we can see the value of convenience: 14% of the people who bought this type of product, who under no circumstances would have thought "I'm going to ask for credit", who didn't need it at all, applied for credit.

**Klarna is the same as financial but what they have done is remove the word "financial" and they are a very cool company. So they've managed to make it look like they're something they're not. We are seeing how certain banks, especially retail banks, are realizing that the point is not to give you credit, but what you are going to do with the credit. Santander Consumer Finance, for example, has just opened a marketplace where what they give you is the product and they are behind. How do you see this? How do you see this shift towards "what matters is what you experience and not the product itself"?**

It is exactly another way of telling what we said before: don't have it, use it. (...) Soon we are going to see a lot of experiences. This has been done fantastically well, like almost everything else, by Amazon. And now the banks are many of them moving to that model. If you take the typical chain: I am interested in something, I look for it, I buy it, I pay for it, they bring it to me, and if it is a complicated product I do web scraping... Amazon does it all. It attracts customers, you pay as you wish with Amazon Payments, it has automatically set up the BNPL, the returns are fantastic... This provides as much value as selling on Amazon costs you between 15 and 40%.

Traditionally, what a bank would tell you was: "take the POS and charge". A bank doing that, what value did it bring? I don't know, but what value was being paid? Zero something. Compare, 40% versus zero something. What are the banks, and Klarna included, doing? Opening up that data-driven offering to give better service. Typical example: Caixa with Wivai is making a complete mini marketplace to provide all services, and is even considering giving it to anyone, let's see how it works out. Santander has bought coches .com, because it wants to be in the moment when someone chooses a car, and I give them a credit. 

Fintechs: Klarna, I am a heavy user because I am very interested in what they do, it is a fashion brand. Their app is absolutely geared towards people who like fashion, who like to change, etc. It's a marketplace. They are already selling data, which is a bit complicated, because they get customers with merchants and then recommends them to buy from other merchants, but Klarna will go from charging a 4% to charging a 10%, because they bring more value. Even from a value-added perspective measured in price, these models that expand everything, use data, and give you payment as something that allows you to do a lot of things in the chain, are much, much more valuable.

Félix Uriarte y Joe Lozano en Talking Futures 4

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Félix Uriarte Talking Futures

Talking Futures #4: New Payment Methods

Last week we enjoyed at the Mormedi headquarters the third edition of “Talking Futures”, our series of short conversations about trends that are changing the world and that expand infinitely into the future.

We were lucky to have the presence and opinion of Dimitris Bountolos, Chief Information & Innovation Officer at Ferrovial, a benchmark in the infrastructure sector.

In the conversation, based on our Trend Cards, Dimitris talked about the “Intelligent safety” trend after the questions our Director of Brand and Digital Strategy, Joe Lozano, asked him.

You can listen to the full interview on [Spotify](https://open.spotify.com/episode/1XUij67B7t5lqyB7ZHiJgl?si=aa3bd79e7c914dab) and on [Ivoox](https://www.ivoox.com/mormedi-talking-futures-dimitris-bountolos-chief-information-audios-mp3_rf_82839630_1.html), and watch it on our [YouTube channel](https://www.youtube.com/watch?v=MyND8vukA9k). Here we collect some interesting excerpts from what Dimitris shared with us.

**Why have you chosen this trend?**

Because it is the least sexy. Everyone talks about “autonomous driving”, everyone has very high expectations of the new “onboard retail”, closely linked to autonomous driving and allowing you to get away from the wheel, creating a space and use of it, and everyone tries to monetize it. But the component of how technology can be able to reduce accidents in a consistent way regardless of the method of transport is also a revolution. It seems that it has a second order of importance, it is not so evident, or it has fewer incentives, and we think that we have an additional responsibility.

We are spending a lot of time thinking about how we can make it easier for this improvement or extension of "safety" to come not only from the vehicles but also from the infrastructure, which was not usually an ally. And we are seeing how the ecosystem, that "situational awareness" or this amplification of information in which you can gain a few seconds of advantage in advance before an accident can be generated or you have a decision that is very complex for the human being… We are spending a lot of time on it.

**What are you doing?**

In different ways, from the infrastructure, turn it into an ally. (...) One of the first decisions is: why don't we digitize the infrastructure and in that digital replica begin to incorporate mechanisms that can give the vehicle an "amplified situational awareness"? Why are we not able to define a standard that transmits the information of traffic signs, static or dynamic, in advance?

What we did was embark on a project to digitize the physical infrastructure, define models in which we could simulate multiple scenarios, create algorithms in which, with our cameras and the "footprint" we have of years in our assets, we could identify which use cases we could be developing with a link to “safety”, and then train those algorithms, creating images and synthetic environments to improve some use cases.

What we realized is that we could make these use cases available through microservices or APIs and try to connect them to a value chain in which, when the vehicle was not yet ready, you could have a much more effective dynamic management in the panels, elevate that information to a control center to make much more robust decisions, connect with actors such as the browsers that today try, in a collaborative way, such as Waze and others, and get closer to the vehicle, which was the ultimate goal: that the vehicle, either with assistance or with an orchestration that uses that input to make a decision, such as slowing down or braking, will reduce the degree of freedom that today a human is unable to manage when you are putting pressure on them to socialize inside the vehicle or do things other than driving.

We have 14 or 15 use cases, from the simplest: an object in the middle of the highway, a kamikaze in the opposite direction, in an addition to a central road where there is a high density of traffic, to have the reference if I have to slow down or not, doing the calculation not by what I see but by what I tell you; and that can even make circumstances not so directly linked to safety but to the capacity of the road, moreover, improve.

**What do you think is the trend of smart cities today?**

Especially that there is a lot of sensitivity. The pressure to reduce the accident rate in mobility, interurban or urban, is increasing. It is inconceivable that we have smart devices that have not been applied to something as valuable as life. (...)

The cities already had a history of years trying to identify what mechanisms they could deploy. In intercity environments and arrival arteries it was not so common. There are standards, and this is very important. Today, to a large extent, car manufacturers have realized that the vehicle is increasingly a commodity and that the differentiation of one model from another model, of one brand from another brand, relies more on digital and less on the physical. (...)

The automobile industry has not made much sense for many years to develop its competitiveness through a product that is commercially differentiated from the point of view of service. And today, through digital, having recurring updates, being connected and waiting for things to happen during the life cycle of the vehicle is a “must”. The vehicle is worth more as time goes by or it is worth less if it does not incorporate certain issues.

**How do you see this trend in the medium term?**

I think it will incorporate more of the "behavioral" of the user, whether or not they have less and less involvement as a driver. I believe that the behavior patterns associated with what I do and how I do it, with a dynamic in which the camera inside has certain sensors to see if I am tired, tracking such delicate aspects as being affected by alcoholic substances that reduce your cognitive ability... is a complementary area to what I have told you. (...)

Today there are models in which "safety" can become a reward if you have objective patterns linked to acceleration, braking, the use of certain signals, anticipation when making certain gestures... There is a point of complicity with the driver in which being aware of what he is doing and knowing that he can have a reward and have passive elements that are monitoring him, and that this does not generate friction due to the exposure he may have, is a second evolution of what we are proposing.


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Talking Futures #3: Infrastructures applied to safety

Last week we had our second "Talking Futures", a series of short conversations, about the trends that are becoming part of our lives.

This time, our Director of Business Strategy, Maruan El Maghiub had the opportunity to share some thoughts with Adipat Virdi, an immersive strategist and previously Creative Product Lead for VR Global at Facebook who  is now consulting with Mormedi on Immersive experiences. 

In this conversation, Adipat shared his thoughts on how space typologies are setting a trend of how they are seen as spaces from which many insights can be drawn.

Here are some excerpts from the conversation. In case you've missed it, you can access the full interview  either through our podcast on [Ivoox](https://www.ivoox.com/mormedi-talking-futures-adipat-virdi-ex-creative-audios-mp3_rf_79833467_1.html) and [Spotify](https://open.spotify.com/episode/2Kv2AQydG4qlxgQGSp7YRj) or on our [Youtube ](https://www.youtube.com/watch?v=ssPZ-GSYXRQ)channel.

**Why did you choose this trend?**

Because it's in my DNA. In terms of my career, I started life as an architect, and it was one of these things I actually didn't think I wanted to be an architect, I didn't enjoy it, but it wasn't about the building. What I learned as I went through that career was it's not about the physical space. It's actually about the space that the physicality of the building leaves behind. 

It's like all the stuff that happens in the space, the nontangible bit of a building, and it gives us so much insight into things. So for me, that's really important. And it's like a living, breathing organism that you can curate for whatever you want, so that´s exciting.

**Where would you say we are with this trend today?**

My work in Immersive and looking at VR and where that's going. The notion of how we actually create space, how we interact in it, how we use it as a method of design is very much where I think we're going. So I remember we worked on a project for the government in the UK, and it was very much about, well, how do we create a more effective organization? So there's all sorts of thinking around business process, behavioral dynamics. But essentially it came down to, well, where are all those things taking place? How is the space configured? And I think that's where the trend is now. 

**How do you think that this is going to impact the world in the next five years?** 

In terms of the future, especially going back to the metaverse, everyone's talking about this word right now is, what will that mean in terms of really designing spaces that are impactful have not just commercial impact, but social impact? How can I design an environment where I can build experiences where we can actually look to make answer questions that are at the forefront of people's minds?

How can we create intelligence in the spatial environment to give us feedback about being more effective or a better version of ourselves? Ultimately, if we're thinking philosophically. So I think that's where it's kind of going.

(…)


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Talking Futures #2: The role of space typologies

At the beginning of October, we had the opportunity to participate in [South Summit 2021](https://www.southsummit.co), the main meeting for start-ups in Europe, organising the panel "Design as a systemic tool for sustainable development", with [RATP's](https://www.ratp.fr) head of design **Yo Kaminagai** and [Bosch's](https://www.bosch.com) chief designer **Robert Sachon** as guest speakers and our CEO and Founder, **Jaime Moreno**, as moderator.

Among the topics discussed in the panel were the challenges that design presents at the level of sustainability, as it requires thinking differently in order to achieve more sustainable products and services. Yo Kaminagai, explained that at RATP (Autonomous Administration of Parisian Transport) there are two levels. "The first is not about design, it's about the fact that public transport is a create sustainability in general but it's not so easy to do that because we have to change all the solutions, improve them.  Then there is a second level which is design designed  by all the design disciplines have to work on making the solutions better, and making the questions better ". 

Meanwhile, Robert Sachon detailed how sustainability plays a very important role in Bosch's strategy. The company declared itself last year to have a zero-carbon footprint in all its operations. In addition, it has worked to reduce the energy consumption of household appliances up to 75% which, on the one hand side, aims to protect the environment and, on the other hand side, helps to save the consumer money. 

The evolution of design in sustainability will focus on a circular economy by increasing the amount of renewable materials, reducing the carbon footprint, not only in production, but also during the usage phase of the product as well as afterwards. Combined with a recyclable approach to product reuse, as Robert Sachon complemented during his speech at South Summit.

## **The challenge**

According to Yo Kaminagai, one of the main challenges for design to contribute to more sustainable development is for the public and decision-makers to see design as a more systemic tool, as they always understand design through the results and solutions, rather than as a discipline that helps them write strategies.

Robert Sachon agreed, "the more complex the world becomes, the more important the role of designers will be, as design has become an holistic discipline not only of aesthetics, as designers have a talent for expressing complexity in a simpler way".

You can watch the full session on ["Design as a systemic tool for sustainable development" here. ](https://youtu.be/MYOdr8JT8yk)
We also have a clip on the impact of design on sustainability [here](https://youtu.be/UeaGr9WAcgY).





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Leveraging the power of design for a sustainable future at South Summit 2021

We live in a world that never stops. One of the main challenges for companies around the world, regardless of their industry, is to keep updated and, in parallel, prepare for the future. Complex, isn't it?

In Mormedi we have a very useful tool for this, our Trend Cards. 

How do they work?

It is a set of cards from different sectors - Mobility, Banking, Sustainability and The Future of Work - that allow us to anticipate the future through the analysis of emerging trends that will transform industries and the world in general. 

![SustainabilityTC.jpg](https://cms.mormedi.com/uploads/Sustainability_TC_4ec19382a6.jpg)
![BankingTC.jpg](https://cms.mormedi.com/uploads/Banking_TC_ea2ac45abc.jpg)
![Mobility_TC.jpg](https://cms.mormedi.com/uploads/Mobility_TC_4d9fbc97a4.jpg)


The idea is to facilitate a dynamic that allows us to understand the changes that are happening in the present; discuss the current situation of a company, what is it doing with respect to this trend? Each set of cards has more than 40 trends that we update year by year; and finally, to anticipate the future and think of new opportunities, our Trend Cards provide some ideas to start this conversation, where there are no limits!

If you are interested in learning more about how Mormedi can help you prepare for the future through Trend Cards, contact us at laura@mormedi.com. 

To familiarise yourself a little more with this tool, we invite you to listen to our podcast "Talking Futures". 



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How to anticipate the future through our Trend Cards

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We have been awarded, together with the multinational [Alstom](www.alstom.com), with the 2nd place at the prestigious international Design Value Award (DVA), for the pre-design research to improve passenger experience for future Cercanías Gran Capacidad commuter trains, offered to the Spanish railway operator [Renfe](https://www.renfe.com/es/es).

This award recognizes and values the development of an innovative approach, which emphasizes the improvement of the passenger experience on future trains. The strategic design and analysis of passenger needs has been a critical element in the development of this project and the subsequent award of this contract, the largest in the history of public rail transport in Spain.

To develop a proposal that would represent a qualitative leap in the experience of commuter passengers in large cities, we worked together with Alstom’s team in Spain to understand the real needs of all daily travelers on commuter trains: tourists, regular users, families, passengers with special needs, occasional, etc. This research was key to Alstom's subsequent design of the trains. Final design was led by Alstom's Advanced & Creative Design department.

![Alstom's X'Trapolis for Renfe 02.jpg](https://cms.mormedi.com/uploads/Alstom_s_X_Trapolis_for_Renfe_02_7d8e0b6da8.jpg)
![Alstom's X'Trapolis for Renfe 01.jpg](https://cms.mormedi.com/uploads/Alstom_s_X_Trapolis_for_Renfe_01_8aad220bfb.jpg)


“We are proud to have been part of this project, which we are sure will mark a watershed moment in the experience of the millions of passengers who travel by commuter trains every day. This award reflects that design, from a systemic point of view, makes it possible to improve people's day-to-day lives while contributing to the sustainability of businesses”, stated Jaime Moreno, founder and CEO of Mormedi.

“There are as many needs as daily travelers, and for all of them we share the same aspiration: that the trip is safe, comfortable, fast and connected. In the new high- capacity trains proposed, we have worked intensively to combine the needs of the user and the requests of an increasingly complex and demanding urban mobility in terms of capacity and reliability. The user studies and the improvement of the travel experience carried out with Mormedi was such a helpful tool to our Internal designers and have undoubtedly marked the success of this project”, highlights
Jaime Borrell, business development director at Alstom Spain.

The DVAs are awarded annually by the [Design Management Institute](https://www.dmi.org) (DMI), the oldest organization of this type in the world, and aim to recognize the value of design as a strategic asset that drives innovation, creativity, cultural change and above all contribution to business profitability.

You can find more about the project [here.](https://www.dmi.org/page/2021DVAAlstomMormedi)

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Alstom and Mormedi win prestigious Design Value Award 

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