目前状态：人在上海，税前2万每月可再议 姓名：Tomasso 年龄：29岁 工作经验：4年 语言：意大利文，英文 毕业时间：2014年毕业于米兰理工大学 学位：工业设计本科，产品服务系统设计硕士 设计领域：产品设计 可工作地点：上海，北美，英国，欧洲，澳洲，东南亚
Current Status: In Shanghai，20k RMB/month before tax, negotiable Name: Tomasso Age: 29 years old Working Experience: 4years Language(s): Italian, English Year of graduation: Graduated in 2014 from Milan Polytechnic, Italy Degree: Bachelor in Industrial Design, Master in Product Service System Design Design area: Product Cities to work in: Shanghai, North America, UK, Europe, Australia, Southeast Asia
TOMMASO MARTUCCI strategy & service system designer
portfolio
ABOUT ME CV Professional Personal
CASE STUDIES
CLIENT
Onboard camera Restaurant chain Air puriďŹ er Workplace strategy E-commerce platform
Waylens Invus 3M - Filtrete PwC A.O.S.P.
BACKGROUND PROJECTS
CLIENT
Workplace strategy Packaging Mop
Citrix 3M Scotch-Brite
ABOUT ME
WORK EXPERIENCE current 2015 june
DESIGN MANAGER OF SERVICE SYSTEM DESIGN DEPT. S.Point, Shanghai - Chinese - strategic design consultancy
2015 may 2014 january
SENIOR WORKPLACE DESIGN STRATEGIST / INTERIOR DESIGNER Muraya, Shanghai - Swedish - interior-strategy design & construction
2013 december 2013 july
SERVICE SYSTEM DESIGNER (internship) 3M, Shanghai - American - corporation focus on innovation technologies
2013 june 2011 february
SENIOR PRODUCT DESIGNER Roberto Paoli studio, Milano - Italian - product design studio
2011 january 2010 may
JUNIOR PRODUCT DESIGNER (internship + contract) Claudio Bellini studio, Milano - Italian - product design studio
2010 april ASSISTANT DESIGN MANAGER (internship + contract) 2009 september Gino Finizio Srl, Milano - Italian - design management Srl 2009 august 2009 january
JUNIOR DESIGNER (internship) Pasquale Iaselli Architect, Napoli - Italian - interior design studio
EDUCATION 2014
M.SC. | PRODUCT SERVICE SYSTEM DESIGN Politecnico of Milano, Italy
2014
M.SC. | DESIGN AND INNOVATION Tongji University of Shanghai, China
2012
DIPLOMA OF LANDSCAPE DESIGN Megatrend University of Belgrade, Serbia
2010
LANGUAGES italian english spanish french chinese
mother tongue professional elementary elementary survival
BACHELOR’S DEGREE IN INDUSTRIAL DESIGN Second University of Napoli, Italy
EXHIBITIONS
PUBBLICATIONS
Unpacked 2, Milano 2013 Megatrend, Belgrade 2012 TUS, Politecnico Milano 2012 Unpacked, Milano 2012 Fuorisalone, Milano 2011
Domus, feb. 2012 Nemo Cassina, nov. 2012 OhNoJohn, apr. 2011 Design Minimo, nov. 2010 Progettare, july 2010
T-SHAPED EXPERTISE STRATEGY & SERVICE SYSTEM DESIGN
MULTIDISCIPLINARY INTERIOR DESIGN BRANDING PRODUCT DESIGN
WHAT I DO IN A NUTSHELL I interview real people, cover the wall with many ideas, create customer journeys, create concepts and visualize them. Process is the core to me, you can calibrate a final result if you used a good process, but you can’t adjust a delivery if you haven’t.
CAPABILITIES
SKILLS
TOOLS
Research Ethnography Graphic communication Presentation
Concept Development Branding User personas Prototyping
Adobe Suite Autocad Rhinoceros Keyshot
4 STEPS WORK PROCESS
D
DISCOVER
D
DEFINE
D
DEVELOP
D
DELIVER
MULTICULTURAL EXPERIENCE BORN IN NAPOLI LIVED IN MILAN, LONDON, BELGRADE CURRENTLY IN SHANGHAI SINCE FEB. 2013
MYSELF IN A NUTSHELL I am curious because I have learnt the key of ignorance. I always ask why while thinking for the right question to ask next. Fear is what makes me brave everyday and pushes me out of my comfort zone. That’s me in a nutshell.
I AM
I LIKE
I AM GOOD AT
italian designer traveler runner
live concerts art exhibitions mind bending movies tattoos
logic management dots connection listening
7 STEPS PROBLEM SOLVING IN LIFE MEET A SITUATION
FACE A PROBLEM
ANALYSE PROS N CONS
TAKE A DECISION
MAKE A MISTAKE
FEEDBACKS
LEARN
www.waylens.com
ONBOARD CAMERA THE PROJECT
MY ROLE
Waylens is an onboard camera with related app for car lovers which allow to record a race and save all the car datas, then edit and share the ďŹ nal video.
I worked with two industrial designers, along with an interaction designer. We interviewed genuine car enthusiast from U.S.A. and China, we analysed similar products on both markets. Then we tested the app and generated 4 prototypes. I worked on all aspects of the project, such as interviews, research, sketching, wireframes and graphic development.
IN A NUTSHELL
FIRM
S.point
TIME
6 months
YEAR 2016
IN A NUTSHELL
D DD D
DISCOVER DEFINE DEVELOP DELIVER
CLIENT
ASSUMPTIONS
REQUIREMENTS
Waylens is a startup managed by a group of investors from U.S.A. .
The most similar product on the market is the GoPro but there’s no one product exactly like this.
Product design of the onboard camera and related App for interaction.
WAYLENS
KICKOFF
CHALLENGE
PROCESS
METHODOLOGIES EXPERIENCE SHAPING
HOLISTIC PROJECT UNDERSTANDING DIVERGE
CONVERGE
customer empathy understand the market
ideation
product strategy
desktop research
DIVERGE
experience strategy
prototype
user journey mapping
scenario building To sort out the design direction from chaos.
info architecture To find the design opportunities based on initial understandings.
DESKTOP RESEARCH
CONVERGE
flesh out solutions
prototype solutions
PLAN
stakeholders interview persona
DESIGN IMPLEMENT
test prototypes
sketch options
interaction process
refine
user test
wireframes
illustrated scenarios interaction design concept To shape the experience based on our design opportunities.
interaction design interface design To make the products usable and desiderable.
LOCATION
REARVIEW MIRROR
The car environment can change a lot, so the desktop research underlines all the options about the locations.
The result of the experience and desktop researches, underlined the area of the rearview mirror as the most ideal to locate the camera.
D DD D
DISCOVER DEFINE DEVELOP DELIVER
TOUCHPOINTS STEP 1
APP INSTALL
UNBOXING
MOUNT CAMERA
MOUNT OBD2
PAIR UP
CAMERA ADJUSTMENT
STEP 2
REC
DRIVING
PAUSE/OFF
PLAYBACK
SEARCH
EDIT
GAUGE
PREVIEW
SHARE
STEP 3
PARK CAR
UNMOUNT CAMERA
CONNECT COMPUTER
AUTO START SOFTWARE
DATA TRANSFER
DELETE FILES
MOUNT CAMERA
A SOCIAL APP THAT REINVENTS THE DRIVING EXPERIENCE
SERVICE SYSTEM STEP 1
STEP 2
STEP 3
Start your car.
Go for a drive.
Share the experience.
The Waylens camera will automatically turn on.
The Waylens camera automatically captures interesting clips based on data.
Open the Waylens mobile app and post on your social channels.
D DD D
DISCOVER DEFINE DEVELOP DELIVER
CORE FEATURES The core point is the faster acquisition of the data through the OBD connected to the car.
DRIVING CAR
DATA ACQUISITION IN REAL TIME
VISUALIZE DATA AS GAUGES
OVERLAY OF GAUGES ON THE VIDEO
EDIT THE VIDEO
APP TO SHARE IN REAL TIME
VIRTUAL RACING
COPILOT MOBILE APP - REAL TIME COMPETITION IN TWO DIFFERENT CITIES EDITING & SHARING With CoPilot mobile app and cloud based video hosting clips can be automatically edited based on vehicle performance data so that the best highlight videos are ready to share before you even park the car. SELECT
EDIT
SHARE
D DD D
DISCOVER DEFINE DEVELOP DELIVER
PROTOTYPING
We’ve built and tested four generations of prototypes.
MODEL 1
MODEL 2
MODEL 3
MODEL 4
ONBOARD CAMERA KEY FEATURES
VIDEO
DATA
Multiple integrated sensors to provide context to the recorded video.
Vehicle performance data providing a more complete story of the recorded driving experience.
VIRTUAL RACING Leader boards that allow you to compete with anyone, anywhere in the World.
RESTAURANT CHAIN THE PROJECT
MY ROLE
Weat is a chain of a fast casual restaurant which target young generation in the China Market, oering mainly hot local ingredients in western bread.
I cooperated with all departments, I analysed results of interviews of Chinese users. Then, as Design Manager, I coordinated the entire design development of Brand Identity, Visual Identity, Menu, Interior Design. We tested each step with local people for a better understanding of their perception of western brands and food.
IN A NUTSHELL
FIRM
S.point
TIME
12 months
YEAR 2016
IN A NUTSHELL
D DD D
DISCOVER DEFINE DEVELOP DELIVER
CLIENT
ASSUMPTIONS
REQUIREMENTS
INVUS
KICKOFF
CHALLENGE
INVUS is an international investment firm.
INVUS opened a restaurant chain in the U.S.A. called Panera Bread that is a type of Fast Casual Restaurant.
INVUS, first stage, wants to know the potential of this kind of restaurant in China Market and how to localize the model for chinese consumers.
INVUS has an evergreen structure with over $4 billion under management. Offices in New York, Paris and Hong Kong.
INVUS, second stage, wants S.Point to develop all the design deliverables that will enable INVUS to realize the project by the middle of 2016.
Offerings include soups, salads, pasta, sandwiches, and bakery items.
COMPETITORS Cha can teen KFC & McDonald’s Environment + service scope
Pizza Hut
Relaxing environment
Element Fresh Wagas
Fast food restaurant environment
Service speed Fine dining
Low diversity
Price
high <100rmb x p
Low <25 per person Lower quality
Menu diversity
Quality
Wide diversity
Fresh & safe food
OVERALL POSITIONING TARGET GROUP
PROPERTY
VALUE PROPOSITION
LEVEL
BUSINESS MODEL
Younger generation 18-23 24-29 30-35
Fast Casual (bread, meal, dessert, beverage, sides)
Western & Healthy
Mid range Starbucks < Invus < 85°C Affordable (Bread Talk)
Over 3.000+ stores start from Shanghai, Beijing and Tianjin.
D DD D
DISCOVER DEFINE DEVELOP DELIVER
BUILD THE BRAND IDENTITY BRAND FRAMEWORKS Capabilities :
Personality :
what do we do ?
what’s our style ?
Internal Values & Culture : who are we ?
Rallying cry :
Shared Values & Community :
what does all this add up to ?
what do we have in common with customers ?
Noble purpose :
Aspirational Self-Image :
Why do we exist?
What do customers want the brand to say about them?
CATEGORIES OF COMPETITORS #3
#2
#1
#6
#5
#4
#9
#8
ENVIRONMENT
INGREDIENT
WARM FEELING
SPECIAL DISH
#7
FRENCH WORDS
CHARACTER
COMMON FOOD
LIFESTYLE
CHINESE MEANING
WEAT BRAND IDENTITY CONCEPT
A fast casual chain which combines Western bread with Chinese flavours.
MISSION
By providing a clear and healthy menu and optimized service we guarantee on the freshness and quality of our food. Our expertise on Western techniques brings t the authentic preparation of the products under the spotlight.
VISION
Our philosophy of making the cooking process visible aims to gain the trust of our customers and make them curious towards trying out new and experimental tastes. The key to an innovative and tasty dish is the combination of different ingredients.
D DD D
DISCOVER DEFINE DEVELOP DELIVER
BUILD THE VISUAL IDENTITY COLORS IN CHINA south expansive
east generative
center balance
west contracting
north conservative
COMPETITORSâ&#x20AC;&#x2122; COLORS AND MEANING
- happy, cheerful - makes people stay less
- makes people impulsively hungry - stimulates appetite - eye catching
- peaceful, harmonic, relaxing - stay and enjoy - casual eating
- no feeling of hunger - more for thirst
CUSTOMERS PERCEPTION
hunger appetite eye catching
harmony relax nature
fusion social communication
FINAL COLOR PALETTE FOR INTERIOR & BRANDING
WEAT VISUAL IDENTITY
neutral combination compromise
happy cheerful fast
earth friendly yet serious
D DD D
DISCOVER DEFINE DEVELOP DELIVER
MENU USERS PERCEPTION We tested the options of the menu in 4 stages, here is an example of the results from the third stage which focused on the bakery’s products and how they are perceived from the chinese population. BAKERY LEGENDA:
products
1#
CROISSANT
2#
TOAST
3#
BAGUETTE
4#
MILK BREAD
# Rank the food from the most to the least appreciated
9 1
NORMAL FILLED
Specify the numbers of ‘likes’ that each food received
5 2
NORMAL FILLED
Visualize how the food is perceived: Chinese-Integrated-Western
5 2
NORMAL FILLED
FILLING: It has to be one with the bread. It is good to recognize Chinese ingredients. It has to be a lot but not to seem too messy, too difficult to eat.
4 3
NORMAL FILLED
MENU COMPETITORS ANALYSIS SECTIONS OF MENU OF OUR FAST FOOD Bread
Others
Coffee
Drinks
Desserts
SECTIONS OF MENU OF OUR BAKERY Savory Bread
Sweet Bread
Bread with Toppings
Pastries
Cakes
Tea Time
5%
15%
15%
25%
10% 10%
50% 15% 20%
20% 15%
FINAL SET MENU
SET.................. 01 SANDWICH SET 30¥ 40¥ medium
1 hot sandwich + 1 side bowl + 1 drink
large
SET 02 BOWL SET............................. 35¥ 45¥ medium
1 hot bowl + 1 side bowl + 1 drink
large
D DD D
DISCOVER DEFINE DEVELOP DELIVER
INTERIOR DESIGN LAYOUTS & RENDERINGS Weat is a restaurant chain which will open first in Shanghai, Beijing and Tianjin. So we developed 3 layouts with similar functions in order to adapt the format for different locations. The overall feeling of the space will be the same for any restaurant in order to insure consistency in the brand.
bakery corner dining area order area bakery lab Single seats
eating while watching food preparation
sofa all wall long
-up delivery
trash
AIR PURIFIER THE PROJECT
MY ROLE
Air purifier and related app to enhance the user experience and raise awarness to the air pollution problem.
I followed Uniliver as partner of the project to interview users and prepare Focus Groups. Then I worked with the Marketing deptartment to analyse consumer’s perception. For the next phase, I have worked with a team of 4 people to develop the communication of Filtrete, the Air Purifier and the control station with its App.
IN A NUTSHELL
FIRM
3M - Filtrete
TIME
6 months
YEAR 2013
IN A NUTSHELL
D DD D
DISCOVER DEFINE DEVELOP DELIVER
CLIENT
ASSUMPTIONS
REQUIREMENTS
FILTRATE
KICKOFF
CHALLENGE
Filtrate is a sub-brand of 3M, and is trying to penetrate the China Market without great results
Filtrate has a small Market in China and it focuses mainly of filter products.
Design an innovative system to improve the user experience related to the air purifier and sensitize the population about air pollution.
48% of the foreigner brands don’t survive in the China Market for more than 2 years.
PROBLEM
MISSION
GOAL
Many Global Consumer Brands invest in the China Market, then they fail.
Challenging the traditional China Market to understand why they fail.
Creating Design Directions for Filtrete to be successful in the China Market.
CASE STUDIES FOREIGNER BRANDS FAILURES PRODUCT
WHAT’S UP ?
WHY ?
move the server to China
show itself without Gmail, Blog, Youtube
the chinese government can check the users data, for google is violation of privacy
launched as search portal
is one of the most disaster in chinese “Bìng” means for online investment “sickness”
open the platform in China
business in China is not only business, is social.
the Chinese competitor Taobao allows buyers and sellers to chat over instant messagging
D DD D
DISCOVER DEFINE DEVELOP DELIVER
QUESTIONNAIRES USER’S PERCEPTION We conducted interviews and focus group, below are some of the questions and the main points. General info to reach the target.
In order to understand the brand awareness of Filtrete and 3M.
Gender Age
Below one of the sessions for the focus group conducted with Unilever team.
Job Smoker ? At home you live with:
Do you know the brand Filtrete ? If yes, do you know any product ? If no, what kind of product do you think it sells? Do you know the company 3M ?
Do you have children ?
If yes, do you know any product ? If no, what kind of product do you think it sells ?
RESULT
RESULT
The first step defined the target as people between 25 and 45 years old, smokers, living with family.
The awareness of the company 3M is strongly perceived, but the brand Filtrete is almost unknown.
DESIGN DIRECTIONS OPPORTUNITIES The design team underlined a range of solutions and then analysed which ones are the most valuable.
high budget flagship store product app
short time
advertisement
packaging logo
low budget
long time
D DD D
DISCOVER DEFINE DEVELOP DELIVER
SERVICE SYSTEM APP
The air purifier can be moved from room to room thanks to its light weight and small size.
A Control Station can be installed in each room in order to monitor the air quality.
The app allows you to communicate with both receiving data and sending commands via wi-fi.
CONTROL STATION HOW IT WORKS
each room is monitored by the Control Station, which sends data to the App..
..the user receives data on his smartphone ..
..and he moves the air purifier in the room that needs it
D DD D
DISCOVER DEFINE DEVELOP DELIVER
APP SYSTEM The internal sensors of the Air Purifier and the Control Stations will communicate the current state of the air quality.
Check air quality’s status in your city
Check air quality’s status in your rooms
Keep track of all the datas related to the air
Learn more about air quality and terminology
Get tips of the day based on the quality’s level
Easy control of all the devices through the app
D DD D
DISCOVER DEFINE DEVELOP DELIVER
AIR PURIFIER The air purifier has been designed with an additional device defined as control station.
INTERFACE Touch display for an easy and quick interaction.
CONTROL STATION The device can be moved from room to room while the internal sensors monitor the air quality.
FILTERS
press on the display
the filter truck lifts
up the truck at a comfortable height
Meeting Room 4F area C
Book it now Details of the space Invite
WORKPLACE STRATEGY THE PROJECT
MY ROLE
Workplace strategy and innovative service system to improve the workflow of the employees for 5 floors office.
I worked mainly with the CEO, a graphic designer and the Marketing manager. We interviewed a selected group of PwC’s employees and analyzed their profiles. Then we develped the strategy and the app. Here I have developed the interior design and the layout strategy on my own.
IN A NUTSHELL
FIRM
Muraya
TIME
6 months
YEAR 2015
IN A NUTSHELL
D DD D
DISCOVER DEFINE DEVELOP DELIVER
CLIENT
ASSUMPTIONS
REQUIREMENTS
PwC is the world’s second largest professional services network.
First aim is to enhance work experience and integrate wide spectrum of life-styles.
Mission to plan and build 13.000sqm office of 5F in the new Shanghai location.
PwC
KICKOFF
CHALLENGE
PROCESS
METHODOLOGIES User research execution
Approach & process development Brainstorming
Data visualization
Painpoints & scenario
Insight
Research methodology
Client brief
PwC Work Profiles
BASED ON SURVEYS & INTERVIEWS TAX
ADVISORY
WE/ME/WORK
WE/ME/WORK
WE/ME/WORK
WE
WE WORK
ME
Test & improve Visual design
User flow
HOLISTIC APPROACH
ASSURANCE
WORK
Wireframe Co-creation
WORKPLACE STRATEGY FACTORS PLACE
WE
ORGANIZATION
WORK ME
ME
PEOPLE SYSTEMS
INSIDE / OUTSIDE
INSIDE / OUTSIDE 10% outside
20% inside 80% outside
ELASTICITY
90% inside
ELASTICITY
30% fixed seats 70% flexwork
ACTIVITY
90% flex work
% STAFF DIVISION
50% 50% inside outside
ELASTICITY 40% fixed seats 60% flexwork
10% fixed seats
ACTIVITY 10% meeting
75% computer 5% phone 5% meeting 15% surface
INSIDE / OUTSIDE
70% computer
% STAFF DIVISION
10% phone 10% surface
FINAL CHART
6 meeting x 3-6p
2 meeting x 8p
20 pantry
16 meeting x 2p
ACTIVITY 65% computer 15% meeting 10% surface
10% phone
% STAFF DIVISION
24 collaboration 2 tele conference
30 breakout area
D DD D
DISCOVER DEFINE DEVELOP DELIVER
TARGET
GENERATION Y Who is Generation Y ? Work force born post 80’s. A flexible workforce with a high level of mobility. Appreciates clear direction. Demands immediate feedback on performance. Expects to be consulted in management decisions. Demands constant intellectual challenge.
“During September and October 2012, we had 2,357 new joiners commence employment with PwC, 87% of whom were university graduates. This yearly seasonal fluctuation in our work force is due to extensive graduate recruitment programmes aimed at attracting the best and brightest talent at PwC.” – PwC Hong Kong and Macau -
SPATIAL STRATEGY COMPANY’S STRUCTURE
How to differenciate the staff ?
HIERARCHY
We Propose : DIFFERENTIATION
Partners and directors have offices with meeting area because we believe it’s important to emphasize the hierarchy in Greater China. Associate directors, senior managers etc.. have more access to the extra amenities that the office provides. In addition, they have more flexible working hours e.g. can work outside the office 1-2 days each week. Senior associate have access to the extra amenities in a less extent than Associate directors, senior managers may have a limited work outside of office quota per month.
RESULTS & SPACE USAGE MATRIX
Staff division
PwC Space Standards
Assumptions
Interviews
Elastic- Year ity 2018
PARTNER
4%
< 10 sqm
15-20 sqm
15-20 sqm
1:1
1:1
DIRECTOR
1,5%
< 8 sqm
10 sqm
10 sqm
1:1
1:1
ASSOCIATE DIRECTOR
24%
< 4,5 sqm
1,9 - 2,5 sqm
3 sqm
1 : 2,5
1 : 2,5
SENIOR ASSOCIATE
63,5%
1,5 - 2 sqm
1,9 sqm
1,5 sqm
1 : 2,5
1 : 2,5
STAFF
7%
< 2 sqm
1,9 sqm
2 sqm
1 : 2,5
1 : 2,5
D DD D
DISCOVER DEFINE DEVELOP DELIVER
WORKPLACE STRATEGY LAYOUT
A layout seating plan which is not based on services lines, but on flexible seating defined as “me spaces” in combination with a lot of common “we places”. ME SPACES
Concentration and individual privacy within the Me-Spaces.
WE SPACES
Cooperation and communication within the We-Spaces.
WORK SPACES
Compact work places for teamwork and focused work.
D DD D
DISCOVER DEFINE DEVELOP DELIVER
SERVICE SYSTEM PwC APP
The platform for PwC presents a system of booking seatings, meeting room and other spaces that integrate an innovative auto-location of the colleagues, The system is defined by a central computer and it can be utilized through an App.
Locate your colleague
Group chat for “SH project” Hi Adrian. Are you still in meeting ? It’s over right now. I book a meeting room in 30’. Ok ?
董立帅 - Adrian Dong
Ok.
Marketing Manager
Ability to locate your co-workers when checked-in Ability to set chat groups, send files, conf. call, voice message..
in Meeting until 17:00 at 3F Area 5 Room 2
Locate your we-space
Check-in function in office / client-base / home
Confirm your we-space
Visible with floor plans and map function for out-office activities Ability to check the current status of we-spaces 12:00-13:30 4 people invited : LiKeChao Kenny Ni Judy Liu
The selected space is currently available
Select your preference
Ability to book public spaces or work-stations
Meeting Room 4F area C
What space are you looking for ?
Book seat system for individual seats or departments/teams
Meeting Room Library
Ability to book meeting rooms and collaboration areas
Breakout area Study Booth Book it now Lounge Area Details of the space Touchdown workstation Invite
Ability to send invitation to co-workers
D DD D
DISCOVER DEFINE DEVELOP DELIVER
INTERIOR DESIGN RENDERINGS
If we think about the true purpose nowadays of going to the office, it’s much more about people connecting to other people.
“We shape our spaces then our spaces shape us” -Winston Chruchill-
Agile working is about create a flexible environment by organize different working areas within the office.
Adaptive planning seeks to connect people to each other and the organization by creating spaces for shared work and social activity.
“eyes can lie and smiles can divert, but shoes always tell the truth”
E-COMMERCE PLATFORM THE PROJECT
MY ROLE
A.O.S.P. is a digital platform that provides a handpicked selection of the best Italian artisans to a shoe lover.
I worked with 5 other designers alongside with the client’s group. We interviewed artisans in several italian cities and also foreign tourists in luxury hotels. We analysed marketing reports and analysed the market of shoe artisans in Milan. Then we developed the service system, the platform and the vision plan for a 3 years growth of the business.
IN A NUTSHELL
FIRM
Freelance
TIME
13 months
YEAR 2013
IN A NUTSHELL
D DD D
DISCOVER DEFINE DEVELOP DELIVER
CLIENT
ASSUMPTIONS
REQUIREMENTS
A.O.S.P. is a private small group of investors working in the retail industry.
Italy has a renowned culture and tradition of handmade shoes,still considered the best in the world.
The investors want to build a startup wich focuses on luxury handmade shoes.
A NEW CONCEPT
A HIDDEN MARKET
PRIVATE INVESTORS
KICKOFF
CHALLENGE
SCENARIO A POSITIVE TREND low impact
green
environmental responsability
sustainable
experiential richness
URBAN ECO-TOURISM
ECO-TOURISM
cultural sensibility
preserve
local economy
When applied in urban context, diďŹ&#x20AC;ers mostly from traditional tourism in poor areas and nature.
Standard tourism developments rarely take account of their ecological impact.
discover the eco-soul of the city
BE IN LOCAL SHOES
connection with locals change perspective
Make the traveller meet the local community by discovering the tradition.
TOURISM IN ITALY GLOBAL SHOPPERS Where are they from ? Where they mostly go ?
Russia 4,2% 33% Milano
Canada 0,5%
USA 11%
12% Firenze
10% Venezia 16% Napoli 7% Bologna
22% Roma
China 1,6%
16.000 global shopper
14.000 clients from other
Japan 1,6% Australia 0,8%
12.000 costumers
D DD D
DISCOVER DEFINE DEVELOP DELIVER
TARGET GENERAL
TRAVELERS
REASON
35-44 years old
45%
shopping
45-54 years old
15%
exploring
55-64 years old
40%
gastronomy
PERSONA
IDENTIKIT
How to calculate the number of users ?
536
34%
0%
42.000/3 =
1 year
2 year
3 year
innovators
early adopters
majority adopters
14.000 Average guest
400
350
13,5% 2,5%
360 Milano Bologna
60
Venezia Firenze Roma Napoli
6x
The target is man over 30 years old, high cultural and economic level, curious and demanding, loves luxury, is open to new trends and experiences but never gives up on style.
USER
JOURNEY IN MILAN
BACK HOME
shoes
recorded experience
meet the artisan in person
first sketches & details
assist to the first phase
follow the making of your shoes from home
final product in max 4weeks
D DD D
DISCOVER DEFINE DEVELOP DELIVER
REVENUE MODEL guaranted number of shoes delivery
high class hotel
shoe delivery delivery company
on-line services
exposure
A.O.S.P.
service product money beneďŹ t
storytelling new clients
percentage on new client artisan shoemaker shoes commission on delivery
traveler shoe hunter
application sale
BUSINESS MODEL CANVAS A&C
Key partners Delivery company (FEDEX) Boutiques Hotel The agreement would be on mutual advertisement: We advertise them in our guide and, in exchange, they allow us to use them as physical touchpoint of our service.
Key activities Select the best artisans Artisan storytelling
Artisan
Value proposition
Customer relationship
Customer segment
A unique window that brings one the exclusive experience of hand-made shoes through an exceptional journey
Personal and human relationship between artisan and client
Niche Market: Shoe lover, passionate about handicraft, in love with italian life style, high income
Manage appointments Provide communication channel between artisan and client
Client
Promote and preserve handmade culture
Provide customized suggestions on places to see in the city Sharing experience
Dedicated personal assistance (AOSP will help the artisan in doing the best storytelling about his work) Relationship of trust between AOSP and the client
Delivery of shoes
Key resources
Channels
High quality handmade shoes
AOSP website
Storytelling of artisanâ&#x20AC;&#x2122;s world
AOSP application
Artisan shoemaker network
Artisan atelier Boutique Hotel
Cost structure
Revenue stream
Website development
Video and photos for each artisan
Percentage on shoes sold to new client
Application development Credit card payment
Print of booklets Packaging of shoes (box and shoe clining kit)
Percentage on delivery service of the shoes
Italian artisan shoemakers
D DD D
DISCOVER DEFINE DEVELOP DELIVER
EXPERIENCE IN A NUTSHELL
The online platform shows the profile of each artisan. The user will be able to see a documented video about each artisan at work.
BOLOGNA
My Name
Max and Gio Bologna.Italy
“ Hi we are Max and Gio. We worked as shoe makers since 1988. We are besed in Bologna, a beauiful town in Italy. We use the best materials you can find in Italy. Come and meet us!”
log in
Proud works 30 hours working time for a pair of shoes.
presents
Max & Gio Bologna.Italy
We use Italian natural tanned culf leather. Specially beloved by mr.Jake Gyllenhaal. We also work for reknown fashion houses, such as Gucci.
Fabiano P.
Ian B.
John O.
Luca A.
Orlando B.
Fay A.
Ikarus K.
Jael N.
Luciano P.
Orca G.
Fernando S.
Issac L.
Max and Gio Bologna.Italy
Max & Gio
“ Hi we are Max and Gio. We worked as shoe makers since 1988. We are besed in Bologna, a beauiful town in Italy. We use the best materials you can find in Italy. Come and meet us!”
Gale O. Gabelliele B.
F-G
I’m an artisan
I love shoes
H-I
J-K
L-M
N-O
comments
Artisan Trip & Shoe
Meet
Artisans for you
Contact me
1
2
3
Login as artisan or as customer
Check the profiles listed per city
Explore the profile of the artisan
Dear Max and Gio:
BOLOGNA
A derby (called also bucks or Gibson) is a style of shoes characterized by a shoelace eyelet tabs that are sewn on top of a single-piece vamp. This construction method also known as “open lacing”, contrasts with that of Oxfords.
Ihave flat feet, and I hope you can make a pair of shoes that are confortable and durable.
Derby
07/Feb/2013
Plus, I would like to customize few details for
Oxford
decoration, and have my initials on the side.
Monk-Straps
A Casual Moment
18/Jan/2013
I work hard and I need to stand 10 hours a day,
Moccasin
13/Dec/2012
01/Mar/2013
Brogue
Derby
Actual Attitude Cap-toe Loafer
Classic Synphony
Blutcher Sliper 01/Mar/2012 Working time:
Trip & Shoe Artisan
30 hours Materials: Suede / culfskin / cuoio
Meet
Looking for a style of shoe
Share your A.O.S.P experience Talk
Message
Video/Image
Appointment
4
5
6
Choose the model to customise
Interact directly with the artisan
Follow all the steps until delivery
BACKGROUND PROJECTS
DISCOVER
CONCEPT
RESEARCH
Focus on Citrix brand identity, we extract the six pilars, especially “collaborate from anywhere” as the main one.
DEFINE ANALYSIS Six is also the number of floors, so we developed 6 stories, one for each floor.
DEVELOP CONCEPT
Each character has a specific profile and is living in a different city, so we developed 6 environment.
DELIVER FINAL
The 6 floors follow the 6 trajectories in order to express all the Citrix b.i. in different feelings.
MY ROLE I worked as design leader and coordinated a team of 4 designers. We analysed the company in all its aspects, we interviewed a group of employees, then we created a concept and all the stories related. As final step we translated all the ideas in interior design elements.
CLIENT Citrix REQUIREMENTS Workplace strategy & interior CHALLENGE multicultural employees ROLE Senior Workplace Strategist TEAM 1design manager, 2 3D artists FIRM Muraya TIME 3 months YEAR 2015
1F : Mike, songwriter, is living in Capetown, and working in a park.
INTERIOR DESIGN
DISCOVER
PROCESS - ACTIONS
RESEARCH
The first stage helped to analyse the process experience and sintesize the main steps.
DEFINE ANALYSIS The second stage clarified the process and its related timing for negative pressure wound.
DEVELOP CONCEPT
The new design needs to improve the product architecture, so we analyzed it to discover the weaknesses.
PROCESS - TIMING
DELIVER FINAL
The final packaging requires less materials and therefor less cost, and yet succeeded in reinforcing the user experience and usability.
MY ROLE I worked with the design manager, we interviewed doctors and nurses in private hostpitals, we analysed the previous packaging to underline the weaknesses, then we defined the process and painpoints, after we created several design opportunities, and tested the best 4 prototypes in order to develop the final version of the packaging.
PROTOTYPES PACKAGING
CLIENT 3M REQUIREMENTS design for therapy kit packaging CHALLENGE translate doctors needs in design ROLE Service System Designer TEAM 1 design manager, marketing team FIRM 3M TIME 3 months YEAR 2013
HOW IT WORKS
DISCOVER RESEARCH
Unilever as partner for researches, interviews and focus group.
ethnographic research. interviews. focus group.
DEFINE ANALYSIS workshops. surveys. paper prototype.
DEVELOP CONCEPT
The designed wings allow to easily open the mop and quicker change the refil.
DELIVER FINAL
FEATURES
The final product is on Asia Market since 2015. 45mm long mop head. 24rmb target cost.
MY ROLE I worked with the design manager, an industrial designer and also Unilever as partner for the user’s research. We led the interviewes and focus groups to get insights. Once we collected the Data, we translated these insights in process and develop the shapes that improve the user experience. CLIENT 3M , Scotch-Brite REQUIREMENTS product design CHALLENGE design the version f6 of the Mop ROLE Service System Designer TEAM Design Manager, Unilever, me. FIRM 3M , Scotch-Brite TIME 6 months YEAR 2013
innovative mechanical solution to grip the towel
PROTOTYPES We built in house 3 generations of prototypes, and this one in the picture is the final version.
FINAL MODEL
easier finger grip to open the covers
THANKS TOMMASO MARTUCCI