PORTFOLIO by Anaïs Bellini

CAMPAGNA SOCIAL

INTRO FACEBOOK

Ferramenta AnaÃ¯s Bellini e colorificio

PORTFOLIO

Via Dei Malatesta 54 -phone 52037 |Sansepolcro +39 3463208683 (AR)

ABOUT ME

HELLO! I’m Anaïs Bellini I am a passionate Product Service System Designer with a double degree in Management Engineering. As designer, I manage the realization of meaningful products and services, capable to satisfy customers’ needs. As manager, instead, I envision innovative business models able to face unsolved problems. The capability of combining these two approaches into one single project is what allows me to conceive, develop and implement new cohesive customer experiences. I designed this portfolio to show the most relevant projects that I have done during my studies at Politecnico di Milano and during my work experience. It covers my whole background: service design and UX, innovation, communication and interior design.

Anaïs Bellini

phone | +39 3463208683

ABOUT ME

Design thinking approach is in my DNA. During my studies and my overall work experience Design Thinking has been one of the main methodologies I have learned and applied. To have the big picture on how this approach is evolving and expanding today I decided to focus my master thesis on it. I investigated how Design Thinking might be used to take on the preparatory and fundamental action of onboarding employees preceding organizational transformation. “Design thinking for employee engagement” has the objective to provide proofs of the actual use by companies of design thinking for producing engagement of their employees. I mapped how this methods is used to change employee mindset and transform the whole company culture. In particular, the research was conducted using two different means: • Secondary resource-based exploration, guided by the extensive experience I had with DGI and its representatives Peter Newbould and Gianandrea Giacoma, • Direct interviews to companies, I performed interviews with 9 different multinational companies guided by a research framework

Anaïs Bellini

phone | +39 3463208683

CONTENTS OVERVIEW

INDEX

Anaïs Bellini

INNOVATION EXPERIENCES

SERVICE DESGIN & UX

GRAPHIC DESGIN

PACE approach ING

Circolo 10 Corso Como

“Petite feuille de chene” Private commitment

Innovative leadership Nestlé

Migo Deloitte Digital

Corporate material Dog Fever | Cat Fever

Retail innovation LaFeltrinelli

Chase-Mi 5 vie Milano

INTERIOR DESGIN

Leonardo’s museum Cenacolo Vinciano

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Consultancy experiences

MY WORKS

AnaĂŻs Bellini

phone | +39 3463208683

MY WORKS

Consultancy experiences

0 1 INNOVATION AT ING

Cultivate innovation culture and creative confidence through PACE approach across ING employees

During my six months experience in ING Italy I had the chance to be involved first hand in innovation and cultural transformation projects. ING implemented PACE, an approach that combines design thinking, lean start-up and agile scrum to be prepared for the future, to change employee mindset, and to transform the overall company culture. In collaboration with Head Office, located in Amsterdam, 5 PACE projects where run simultaneously from May 2018 and July 2018. Not only I contributed to the overall activity organization but, I was also an active member of one of the PACE teams. My team’s goal was to improve the customer experience in ING current account landing page. Through PACE we were able to validate and to prioritize the key assumptions starting from ING customer voice. The main activities we performed were: • Emphatize with customers we did 49 interviews using MOM approach to empathize with customers and understand their real needs • Fast prototyping, we build 3 different prototypes (2 with paper and one digital mock up with Invision) to test iteratively our learnings.

Anaïs Bellini

phone | +39 3463208683

MY WORKS

Consultancy experiences

0 1 INNOVATION AT NESTLÉ

A learning experience to develop innovative leaders and cultivate an entrepereneurial culture across Nestlé Experience based in Berlin and Vevey. Nestlé managers were to understand the importance of innovation and leadership for a company and how to implement these aspects in their job, creating value for the market while unleashing their entrepreneurship. Each team was made by 6 Nestlé managers and a designer who was the enabler of the whole process. My role, as young designer and workshop facilitator was to help them visualize and proceed phase by phase during the experience. The process followed 4 main steps: • The outside-in imperative, individual phase. External challanges spark innovation intent. • Creating market value, buddy phase. Explore how innovation can bring value to your business challenges. • Protect the Maverick, radical circle, team.How you can become an innovation role model to nurture an innovative and collaborative culture. • Innovative leadership, radical circle, team.Reflect on how you can make innovation happen.

Anaïs Bellini

phone | +39 3463208683

MY WORKS

Consultancy experiences

0 1 INNOVATION

AT LAFELTRINELLI A consultancy project with MIP team to innovate LaFeltrinelli meaning and experience

The core of the project lays on the concept of stories. Stories are always meaningful to people and always survive. Because of digital evolution the way in which these stories are delviered to customer was totally redesigned. LaFeltrinelli became the selector of new form of storytellers according to the choerence of content they deliver with its brand. As a young designer my role was to support small teams, made up of LaFeltrinelli managers, in visualizing and developping new concepts for their new retail experience by using customer journey, system map and blue-print tools. The process followed 4 main steps: • Vision generation (individual phase), individuation of 38 innovative challanges to transform into individual visions. • Meaning Factory (couple phase), explore how to move from vision to new meanings. • Collaborative interpretation lab (radical circle), external people interpreting meanings and visions emerged during the previous phase. • Probing Factory (radical circle), viosion enrichment and final definition of new retail experience and its business model.

Anaïs Bellini

phone | +39 3463208683

SERVICE & UX design

MY WORKS

AnaĂŻs Bellini

phone | +39 3463208683

IDEO TOOLS

EMPATHISE

DEFINE

IDEATE

0 2 CIRCOLO Enhance the interaction between creatives through digital innovation & get closer to the lifestyle of people

LEAN STARTUP

M E T H O D O L O G Y

SERVICE & UX design

MY WORKS

PROTOTYPE

TEST

Digital innovation of the retail shop 10 Corso Como. The study and the understanding of the different methodologies used during the development have been of fundamental importance for the success of this project. Lean Startup, IDEO and Design Sprint’s have been applied to each step of the development. After the preliminary research we identified 4 key drivers to design the final solution: • Selection of items, being a reference thanks to the product selection. • Elite environment, elitarian circle, well defined target. • Community, evoke a sense of community to get closer to the customer. • Application, give an added value to the application. The idea was to create a concept of art direction for 10 CC that would serve as a matchmaker between the brand and consumers. We came out with a solution called “Circolo”, which consists in an innovative board of art directors for 10 Corso Como, still led by Carla Sozzani but with the participation of other creatives. In this way, customers all around the world will have the chance to be part of 10 Corso Como artistic curation and to add value to it.

Anaïs Bellini

phone | +39 3463208683

WEBSITE

FEEDBACK FROM SOCIAL AND WORD OF MOUNTH

SERVICE OFFERING

CREATIVES

WORD OF MOUNTH H

SERVICE & UX design

DELIVER AT HOME

FASHION DESIGN MAGAZINE

HOTEL APERITIVO RESTAURANT BOOKSHOP EXPOSITION SHOP

CLIENTS

BY CHANCE

Anaïs Bellini

EVALUATION CRITERIA

data interpretation

D E F I N E

I D E A T E

GET INSPRED

PERCEPTION

SELECTION OF THE ITEMS

A W A R N E S S

ELITE ENVIRONMENT

of the brand

of retail and e-commerce

R E L I A B I L I T Y of the offering

COMMUNITY

SATISFACTION of the experience

APPLICATION

E X P L A N A T I O N

MOBILE APP

M E T H O D O L O G Y

TURISTS

BUY

MILANESI

data collection

E M P A T H I S E

MY WORKS

4 employees

During our on-field research we met and observed different clients and we clustered them. This division helped us formulating questions that we have asked during the Data Collection phase. We then set a specific strategy, putting people at the centre of the process, and we identified four main values which, characterize the retail experience of our brand. Therefore, we interviewed and observed users assessing their responses basing on the evaluation criteria stated before. We reorganized and interpreted all data gathered through a brainstorming session. Then we looked for patterns and relationships among categories, and finally we defined four relevant themes. The next step was to Create Insight Statements, succinct sentences that will point the way forward.

ON-FIELD INTERVIEWS

7 tourists

5 creatives

7 creatives

INTERVIEWS

10 milanesi

hmw scout for the curators in the creative public?

mysterious #GLHF around Milan + in-store adv

hmw give an active function to the existing app?

design an app-based gamified hiring process

hmw make an elite circle of customers select the products?

make them demonstrate their ability through a digital ‘exhibition’ creation

hmw create a working community within the board?

design a dedicated sharing platform for the board

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P R O T O T Y P E

MY WORKS

CIRCOLO COMMUNICATION

DIGITAL HIRING PROCESS

Implementation of the website section in the menu bar - ‘Circolo’

Personal data, background and previous work experiences will be asked before starting the real process of hiring,

I D E A T E

Some rules will be presented and these will show how people could participate to the challenge.

TRY TRY ME! ME!

The hiring process will be based on the evaluation of users’ storytelling capabilities. Users have to create their own story based on photos of products.

01.

Dedicated platform share the contents and chat among eachother

PEOPLE ENGAGEMENT

Anaïs Bellini

14 others

• A B T E S T I N G , gather users’ f e e d b a c k o n UX • M V P T E S T I N G , risky assumption v a l i d a t i o n As to understand if the creaives where actully open and keen at the idea of guiding a store like 10 Corso Como’s art direction, we developped a specific strategy. We designed a physical MVP that could attract the creatives and ask them to share their creative capabilities. The willingness of a certain number of people stopping by and keen to accept the ‘challenge’ has been our indicator for the evaluation of the interest in the creatives environment. ENJOY THE MVP TESTING

T E S T I N G

T O O L S

The first level of engagement is based on the diffusion of a mysterious hashtag, “GLHF” - “Good Luck and Have Fun”. This hashtag will be spread around Milan with a QR code to direct download of the app.

T E S T

SERVICE & UX design

03.

02.

18 fashion design

“People will join a team of creatives D

TRIENNALE

to share their taste and knowledge P

T E D

T A L K

guiding 10CC art direction”

USERS 6 service design

POLIDESIGN 8 interior &architecture

12 product design

phone | +39 3463208683

MY WORKS

0 2 MIGO

#MiGo It’s Easy

SERVICE & UX design

Professional workshop for Milano municipality wtih Deloitte Digital to promote integration and aggregation through digital innovation New integrated digital experience designed for Milan Citzens to ease the mobility services of the city. Migo is a platform that guides users in their daily mobility journey. It aggregates all the possible solutions and it is directly connected to what is published on social media. Social media work as a bridge between MiGo platfrom and users enabling an integrated experience driven by real time users’ behaviours. Through Instagram and its stories users can access to real time information about mobility issue and delay. Hashtags are used as aggregators of these information. Facebook instead work as a virtual shop window to buy directly the services the user is looking for. And it gives to the user official information about public transport issues, suggesting to them some alternative paths. Both Facebook and Instagram are connected directly with Migo platform in order to create a seamless experience.

>>> ENJOY THE EXPERIENCE

>>> Anaïs Bellini

phone | +39 3463208683

T H E

V A L U E S

E X P E R I E N C E

MY WORKS

01.

02.

SERVICE & UX design

GETTING STUCK

#LEARNING • Hashtags • Areas of Milano • Transportation lines

APPLYING • Choice • Paths • Finalization

04.

MAKE IT SEAMLESS The simplification of a trip by providing services for an uninterrupted experience

DRIVEN BY BEHAVIOURS Community content based Giving value to the contents created daily by users

MOVING • Personal account • Path specifications • Receiving notifications

RELYING ON PEOPLE Trusting what people publish on social media

D I G I T A L

T O U C H

P O I N T

• Overinformation • Inefficient system • High complexity

03.

HUMAN CENTRICITY Users as the main actor

Anaïs Bellini

I N S T A G R A M

F A C E B O O K

P L A T F O R M

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MY WORKS

0 2 CHASE|MI SERVICE & UX design

Discovering the “milanese” artisan’s world

MAIN FUNCTIONS SCOPRI G I O C A

This app was designed to let the users discover the unknown world of workshop in “5 vie” in Milan. The main issues of these “shops” are their hidden locations and their unusual opening times. To cope with these problems virtual avatars were designed to engage the audience and to push them to visit and discover the Milanese artisan’s world. We created one avatar for each workshop and each of them has its own personality and background. The avatar will give information and the more the user will be close to the workshop the more this curiosities will be interesting and motivating. The duration of the phone charge it’s a big constraint so users will also have the possibility to switch from 3D to 2D view in order to preserve it. • The destination is “hidden”, users know only the time required to join it • The avatars interact with each others • Information will be given during the path • If during your path you will find a workshop that is close the avatar will appear asleep • After having visited the shop, users should solve a quitz to unlock feedback

ENJOY THE EXPERIENCE

Anaïs Bellini

• Video teaser & images gallery • Quotes • Everyone can see the feedback but only the people that went physically there are able to leave some comments • Search Options • Workshops info, curiosities and contacts • The visited places will be highlighted with a pin

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Graphic design

MY WORKS

AnaĂŻs Bellini

phone | +39 3463208683

MY WORKS

Graphic design

0 3 DOG

Anaïs Bellini

FEVER CAT FEVER Work experience based in Milan. Graphic & Web designer For Dog Fever & Cat Fever by Nove25

Dog and Cat Fever are two handmade, silver jewellery brands that designs jewels representing breeds of dogs and cats. As part of the Communication team, I work to creatively promote the brands and its products (online and in-store). • I created all the physical and digital corporate material, such as catlogues, lookbooks, visual books, pricelists, flyers, to support the sales process. • I managed the creation of online and social media (Facebook, Instagram) presence to help acquire more advanced recognition in the marketplace. • I develops Monthly Visual Merchandising plan (mock-ups and visuals) and I differentiated the graphic materials according to each country preferences.

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MY WORKS

Graphic design

0 3 “PETITE FEUILLE DE CHÊNE” Design a graphic identity for a children book for the students of my dearest cousin.

This book was designed to stimulate children’s learning process through the smart use of graphics and colours. The story is built around the adventures of an oak’s leaf, called “Petite feuille de Chêne”, that is undertaking a trip to find a friend. Each leaf has its own personality that is higlited through the graphic traits such as eyes and mounth expression. The characters are 5: • OAK: the main one • BIRCH: the conceited • HOLLY: the arrogant • HAZEL: the social • WILLOW: the kind and polite Kinder garden children will be led through the discovery of the nature and natural elements. and they will learn the main physical differences between the most common leaves.

Anaïs Bellini

phone | +39 3463208683

Interior design

MY WORKS

AnaĂŻs Bellini

phone | +39 3463208683

MY WORKS

Interior design

0 4 LEONARDO DA

VINCI MUSEUM An immersion in the Leonardo’s methodology: a museum path to lead the visitors through the Leonardo da Vinci’s methodology.

The overall system of the Last Supper Museum has been designed keeping in mind 3 foundamental points: • Leonardo Da Vinci’s scientific method applied to art • Kolb’s theory of learning • The time that nowadays people have for learning The biggest change that we have done it has been the one of inverting the flow of the people’s path. With the Leonardo’s concept of starting the whole design process by the deep analysis and observation of the nature in an immersive way, we exploited the nice garden on the back of the museum as a starting point. The experience is highly customized thanks to a simple oval bracelet that turns the museum into an active environment designed in order to stimulate different learning styles. This is based on the concept that learning is more successful when learning materials are tailored on the learner’s needs and interests.

Anaïs Bellini

phone | +39 3463208683

T E C H N I C A L

Interior design

D R A W I N G S

MY WORKS

01.

OBSERVATION, REASONING, EXPERIMENTING

The whole experience and the museum path are designed following three main moments that are the three steps that Leonardo used to follow for the Last supper and for his paintings in general: OBSERVATION, REASONING, EXPERIMENTING. These three moments ,according to Kolbâ&#x20AC;&#x2122;s thoeries, are the foundamental moment for a better learning process expecially in the adult age.

THE PATH

The key elements of the experience are: direct observation of the nature (main reason why our path starts from the garden), immersive observation (concept that explains the shape of the observation spots, that obliges the visitors lean towards the screens), the mathematics, the geometry, the prospective, the use of the colours and the experiementation of new materials and ideas for the time.

2 5

THE LIGHT

1 6

ENJOY THE EXPERIENCE

scale 1:100 scale 1:100

AnaĂŻs Bellini

10m

THE FLOW phone | +39 3463208683

Interior design

I M M E R S I V E

R O O M

MY WORKS

The pedant is your companion

02.

OBSERVATION SPOT

THE IMMERSIVE ROOM The immersive room is an interactive and dynamic environment where the visitors could have the chance to wait for their scheduled turn and to have a first touch of Leonardo da Vinci and his version of the Last Supper. Once you enter the room, on the wall in front of you it will be printed an image that recall the concept of this room and of the museum in general: the Leonardo da Vinci methods. He is the person that ‘invent’ what we have and call today Scientific Method that has been developed after by Galileo Galilei.

IMMERSIVE TABLE

The visitors will receive at the entrance the pendant, a simple oval bracelet that turns the museum into an active experience designed in order to stimulate different learning styles (we developed 4 typologies: artistic, scientific, curious or kids). The other elements and information in the room will be given using two different channels: The observation spots and the Immersive Table.

Anaïs Bellini

phone | +39 3463208683

MY WORKS

THANK YOU!

Anaïs Bellini

phone | +39 3463208683