Merck is a science and technology company researching and engaging in areas such as healthcare, life science and performance materials. ma ma has collaborated with Merck since 2015.
Merck’s Performance Material division asked us to investigate future applications and uses of one of its key technologies: liquid crystals. Informed by trend research and design thinking, we visualized different future application scenarios for flexible liquid crystal displays. The purpose of our future sketches was to facilitate an informed discussion about flexible display use and forge new strategic partnerships throughout the value chain between R&D, technology manufacturers and customers. The outcome showed Merck that reflecting on the future to create application scenarios and artifacts is an effective decision-making strategy that can initiate discussion about future business opportunities.