ANDREA REMONDINI’S PORTFOLIO STRATEGY - SERVICE DESIGN
Hi all, This is my Portfolio. Here you can have a look at my person, methods, abilities and samples of my projects. The first part is a short introduction about me like education, courses attended, hobbies and so forth, in order to give you an idea what kind of person I am. The second part is about the most representative projects I did, working in teams. The aim is to show you not the final outcomes or technical skills, but rather the reasoning behind it: why that led to this, why here and not there; I want to show the path and the story. This is my last year of MSc degree, the crucial moment in a student’s life. I want to leverage this opportunity looking for a rich internship experience where I can see, learn and practice in the professional world the role of the strategic designer who satisfies users’ needs and clients’ demands, creating values and business opportunities, looking for win-win solutions within a wide and systemic vision. Hopefully, then, to graduate, cross that bridge and have a succesful career in years to come.
ABOUT
ABOUT ME a bit nerd
NAME Andrea Remondini BORN 1989, January HOMETOWN Genoa, Italy
LANGUAGE SKILLS
EDUCATION 2012 - Present
Master of Science Politecnico di Milano, Milan Product - Service System Design A Product-Service System can be defined as the result of an innovation strategy, shifting the business focus from designing and selling physical products only, to selling a system of products and services which are jointly capable of fulfilling specific client demands.
2009 - 2012
2003 - 2007
Bachelor of Science Università degli Studi di Genova, Genoa Industrial Design Artistic diploma Liceo Artistico Nicolò Barabino, Genoa (Italy)
visionary mindset
play a hob s by
DESIGN SKILLS Ability to work with different background colleagues Teamwork strong believer and humble team-player Extremely curious, everytime making tons of questions Open minded, always trying to see things from different points of view Flexible, insightful and inspirational mindset, sense-making out of confusion Understanding the problem and act to solve it through a strategic and systemic approach Ability to identify values and meanings for people and stakeholders
rrey’s Jim Ca fan
poker player
COMPUTER SKILLS
ORGANISATIONAL/MANAGERIAL SKILLS Pitching and Storytelling Design Narrative and Empathy Values and Meanings identification Idea Generation and Concept development Human Centered Design approach Business strategies Service planning Systemic vision
Good knowledge of OS Microsoft Windows Moderate knowledge of OS Macintosh Good knowledge of Microsoft Office package Good knowledge of Adobe package Moderate knowledge of AutoCAD Good knowledge of Google SketchUp
ADOBE SKILLS
80%
PHOTOSHOP
80%
INDESIGN
70%
ILLUSTRATOR
6
WHAT I HAVE LEARNED
RESEARCH
VISION
Primary Research Desk Research Market Research Trend Analysis Competitive Analysis
Reframing Divergent Thinking Problem setting Scenarios Envisioning
CONCEPT Brainstorming Mind Map Convergent Thinking Customer Journey Map
Personas Offering Map Value Proposition Storyboard Touchpoints
d/ playe y la still p
like dr sket awing chin g
PROTOTYPE
DEVELOP
IMPLEMENT
Interviews Co-Design Acting Role Play User Test
Service Map System Map SWOT Analysis Business Logic Business Model Canvas
Branding Storytelling Communication
tech fan
food r love
STRATEGIC DESIGN
SERVICE DESIGN
DESIGN SKILLS
SYSTEM DESIGN
BUSINESS DESIGN Percentage of project themes carried out with multinational design teams
Designing with a problem-solving attitude: understand problems and demands, identify new opportunities and values for stakeholders, generate new visions and concepts, work out business solutions Designing solutions through the implementation of services between provider and customer: planning to improve the overall customer experience by understanding her needs and desires Designing by adopting an holistic approach: take into consideration all the key actors within the system by connecting them and create the equilibrium, looking for the win-win solution Designing strategies to deliver values for customers according to the firm’s objectives and resources, the target range, opportunities and threats
PRODUCT DESIGN
ping pong addict
Designing the early concept into a tangible and feasible artefact, taking into consideration technicalities, marketing issues, ergonomics and usability
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ATTENDED COURSES - PSSD 2012
2013
Design Innovation and Design Methods
Network and Services
Divergent Thinking Desk Research Convergent Thinking Concept Development
Critical Reading - Report Case Studies on Services Service Analysis Service Improvement
Visualization and Prototyping Culture and History Desk Research Timeline Map
Innovation Studio childish soul empat hic guy
Client Understanding Opportunities search Concept Development Product Refinement Communication Strategy
Client Understanding Customer Journey Map Envisioning and Concept Development Offline - Online Prototype Concept Refinement
System Design for Sustainability Brief Understanding Environmental-Socioethical Ideas Generation System and Stakeholder Concept Environmental-Socioethical Assessment System and Stakeholder Configuration
Product-Service System Design Studio Primary and Secondary Research Idea Generation Co-Design Session Concept Development Service Development
2014 Final Synthesis Design Studio Market Research Vision Building and Testing Idea Brainstorming Concept Development Prototyping Learning Analysis Concept Refinement Business Logic Business Model Canvas
Business Innovation Client Understanding Competitive Analysis Ideas Clustering Scenario Building Final User Understanding Concept Development Business Logic
pretty gestural (I’m Italia n)
To be accomplished Internship Experience
yday ever y iron
From minimum 250 h to maximum 6 months
December 2013 - April 2014 play as hobby
Thesis Session Looking for a project theme, hopeful to find it during the internship
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INDEX
March 2012
Sarzano Cultural Hub
14
Bachelor Thesis, Genoa
PlayGarden
38
Design Innovation and Design Methods, Milan
January 2013
Viaggioco
50
Innovation Studio, Milan
June 2013
KleanBera
66
System Design for Sustainability, Milan
January 2014
PausePlay
78
Final Synthesis Design Studio, Milan
January 2014
Planney
100
Business Innovation, Milan
November 2012
PROJECTS
SARZANO CULTURAL HUB
BRIEFING: PROBLEM STATEMENT:
STRATEGIC DESIGN DESIGN FEATURES
SYSTEM DESIGN SERVICE DESIGN
In Sarzano Square, a little place in the historical center of the city of Genoa, Italy, there is a tenth century AD former church propriety of the university of Genoa, San Salvatore, used nowadays as place for lectures and academic events. The building has potentials beyond that, due to its strategic position in the city, its cultural value and proximity with buildings such as the university, museums, theatres and public transportation. The aim is to “revalorize�
the whole system of realities, grounding on topics such as environmental, technological sustainability and interaction with the ecosystem for every user. The project has mainly to take into account the area of Sarzano Square and secondly the church of San Salvatore. The purpose of this project is to show its true potentials, by making it a cultural hub where people can meet, join, enjoy and share knowledge, emotions and experiences.
SOLUTION:
DESIGN TEAM:
RESEARCH
CONCEPT
ME
VISION
DEVELOP
ITALIAN PRODUCT DESIGNER
ITALIAN PRODUCT DESIGNER
Sarzano Cultural Hub is the final outcome: a place where people, students, citizens can meet and share the same space: with Centrino (Switchboard) the church becomes a think tank for workshops, cultural events and lectures. A place that connects all the cultural facilities around: theatres, museums and universities. Centrino is user-centered. The user through its service is informed about local or world events, it is designed around the user for minimum
stress and maximum efficiency. The square becomes a meeting place, where people can gather and pass their time. It becomes a green area in which the theme of sustainability is crucial: self-sufficient elevators, green urban lamps, solar panels, wind trees have a symbolic meaning: to sensitize the citizens about sustainability as integral part of everyday life, demonstrating that small solutions can bring great benefits to the whole community.
VALUES: FOR THE USER:
FOR THE COMMUNITY:
- Have a common space to work and study - Daily informed about events, initiatives, conferences and so on - A place where to meet other people and share knowledge and expertises - A place where to pass the time, relax and have fun together
- The hub brings new values, cultures, knowledge and expertises - Possibility to make profits by providing services and spaces useful for the community - Self-sufficient system from the energetic point of view - The communication strategy gives urban identity to the whole system
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SARZANO CULTURAL HUB
This map shows the cultural facilities that surround the square: university, museum and theatre. It is in a privileged position within the city thanks to the easy accessibility by foot and by the underground as well
We imagined to renew the space as study, workshop and conference space: a space where many people meet and share ideas to create opportunities and knowledge
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SARZANO CULTURAL HUB
The service allows the user to stay connected with all the cultural facilities nearby with news, schedules updates and so on
This is a sample of how the application should look like
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SARZANO CULTURAL HUB
Sketches for the energy recovery in the metro station
The energy recovered by the system can be reused converting the facility in a more sustainable one
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SARZANO CULTURAL HUB
Solar lamps provide light with low environmental impact: Sustainable City Light by Philips
Thanks to Power Flower by NL Architects Studio the square itself can create and provide clean energy to the system
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SARZANO CULTURAL HUB
Sketches about the new concept of the square: reasoning on its main entrances and on rest zones and flow zones
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SARZANO CULTURAL HUB
Thoughts on possible pathways according to the previous reasonings
Fast rendering with buildings: pathways are meant to be made of wood and the rest of the square covered with a lawn
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SARZANO CULTURAL HUB
Ideas for a bench that is suitable for every kind of user thanks to surfaces at different levels: the aim is to provide the new square with structures which can accommodate every user’s need
Final urban design of the square
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SARZANO CULTURAL HUB
The EcoBoulevard in Madrid helped us find the inspiration to create a space where people could meet and gather: a place where to stay and pass your time
We started to reuse the idea of the well’square, making it as much similar as a well indeed, but then we shifted from it to create something more symbolic, LIKE a well and not AS
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SARZANO CULTURAL HUB
The final idea is an hexagonal structure provided with solar panels and LED screens over each side, stood on a hollowed platform where people can sit
Final concept of the square
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SARZANO CULTURAL HUB
Final design of the square at night: LED screens on each side of the structure illuminate the space, making it the means of communication of the service to spread information for the users
The connection between the well’s square and the new structure is strong: they are both “collector”, the first of water and the latter of people, as a cultural well, where knowledge and experiences sharing comes to life
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BRIEFING:
PLAYGARDEN
PROBLEM STATEMENT: STRATEGIC DESIGN DESIGN FEATURES
SYSTEM DESIGN SERVICE DESIGN
Increasing pollution issues and obesity rate are one of the many results of the modern industrialization: mass production leads to a huge availability of food resources while humans forget the value of natural and sustainable food production.
The design issue is to prevent the main problems that arise from the greedy and uncontrollable food consumption, spreading awareness on healthy food education and production, restoring the link between humans and agriculture
SOLUTION:
DESIGN TEAM:
RESEARCH
CONCEPT
ME
VISION
CHINESE PRODUCT DESIGNER
ITALIAN GRAPHIC DESIGNER
DEVELOP
KOREAN BUSINESS MANAGER
ITALIAN PRODUCT DESIGNER
In order to guarantee a change of mindset and behaviour that could have a long lasting impact, we decided to establish a school program called Play Garden. Its aim is to teach to children how to cultivate plants and natural food, that afterwards
will be sold for all the citizens. The system involves farmers who are able to teach and to convey the passion and the value of sustainability and natural food production. It mainly allows children to grow up with a new mindset, creating “green generations”
VALUES: FOR THE CHILD:
FOR THE COMMUNITY:
- Learning the value of sustainability - Occasion to make money by selling his own food - Satisfaction of eating what he has cultivated - Growing up with a new mindset and paradigms
- Spreading of new green generations - Awareness of the importance of natural behaviour - Harmonized coexistence with nature - Zero km movement
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PLAYGARDEN Sea Water Turned Into Drinkable Water
Sense Of Duty
Lack Of Water
Third World Development Of Industries
ESSENTIAL Desertification
Children
CIRCLE OF LIFE
Weather
Harvest
Intensive Farming
Water
Land
Rubbish
Future
Entertainment
Education
Food Education School Subjects
Information
AWARNESS Quality
WELL-BEING
Separate Collection
Enviroment
Global Warming
Diet
Sustainability & Food
Desease Worries
STANDARDIZATION OF THE TASTE
MINDMAP
Fast Food
Food Market
SLOW FOOD
Pirates
Clean Energie
Renewable Energies
TECNOLOGICAL DEVELOPMENT
Re-Use Leftovers
Nutrition by Food Capsule
Culture RELY ON LOCAL FOOD RESOURCES
Traditions
Food Companies
Personal Food Garden
Eatable Packaging
Calories
Fat
Attitude
RECYCLE
Pollution
School’s Play
Difficult
IMPROVING AGRICOLTURE
SUSTAINABLE INDUSTRIES Profits Price Fixing
Free Food No Profit Associations
Greedy
Stakeholders
Charity
Design Innovation and Design Methods Pssd2
Supply Chain
New Supply Chain
A.A 2012/2013
We started with making a mindmap around the topic sustainability and food: adding sub-topics and afterwards identifying main issues
RECYCLE
Enviroment
Quality
Information
Education
WELL-BEING
FUN VISION
MAKE IT CLEAR VISION
AWARNESS
Culture Food Companies
New Attitude Better Behaviour
Fast Food
STANDARDIZATION OF THE TASTE
Future
VISIONS
TECNOLOGICAL DEVELOPMENT
Pirates
SLOW FOOD RELY ON LOCAL FOOD RESOURCES
SUSTAINABLE INDUSTRIES
Design Innovation and Design Methods Pssd2
ALTERNATIVE VISION
INNOVATIVE VISION
RE-FUN
WAKE UP!
KEEP YOUR OWN TASTE
FOOD4GOOD
A.A 2012/2013
By selecting the most urgent in our opinion, we tried to develop a vision around those issues to develop innovative ideas
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PLAYGARDEN KEY
SPACE FARMS WILL BE CUSTOMIZED FOR DIVERSE ENVIROMENTS Tecnology
Project
Concept
THEY’RE TRYING TO SEND THE FOOD ON SPACE...
Future farms will be established into different planets, that is what scientists from all over the world are trying to make possible. Different techniques of growing for different environments such as Plants in microgravity sent in the earth orbit. They draw up water and fertilizer faster than roots can process them. Slowly trickling in fertilizer solves the problem and improves plant health. The Lunar Greenhouse (picture) an automated structure (from the setup to the maintenance using solar collector for energy) where robotic farmers will be able to grow Cool and warm season crops (lettuce tomatoes peppers etc) An Italian space agency is designing a greenhouses that can be build also on Mars, because it’s protective atmosphere.
CROPS IN SPACE ASTROCULTURE FOR EARTH AND DEEP SPACE TRAVEL Crops in Space develpoment nowadays is a concrete idea, the deliver of the first wheat crop grown and harvested in space is reality, thanks to a special Bulgarian-built greenhouse that created the right conditions for growth. Scientists begin to see how space technology can positively affect many of Earth’s environmental problems. Whether we can sustain food production in space, we will be able to sustain AR
The Omega Garden Hydroponic ‘Ferris Wheel’ allows the growth of plants with rotating special cylinders around supplemental lighting. Increase growing space: The cylinder is designed in a way that greatly increases your square foot growing area. Maximize light capture: The same cylindrical design captures almost all of the lumens emitted by your light source, saving money and minimizing your time to harvest.
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NOWA HUTA UNDISCOVERED EUROPEAN URBANITY
WHAT ABOUT THE EARTH?
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FERRIS WHEEL
http://www.popularmechanics.com/science/space/moon-mars/ the-future-of-space-farming
This is a concept designed by the studio Basic City A+U partnered with Felixx Landscape Architects. This conceptual city would be located next to a thriving river in order to maximize the land’s potential and to redesign the city into an area showing self-sufficiency, nature and a healthy lifestyle. The vacant industrial landscape would be reworked, putting a fertile seedbed for the city’s crops to take root. Respecting the historic villages of the Polish countryside, the city would mesh its historic aspects with modern innovations and green technologies regarding to the
KEY human life anywhere in the universe and with a steady rise of the Earth’s population, astroculture benefits will help us better of providing food, sustenance and an healthy ecosystem. Tecnology But more importantly, space offers extraordinary possibilities for increasing the yield and vitality of food production on Earth and for the generation of selfProject sustaining life support systems wherever people may live.
sustainability’s topic. The agricultural sectors that are involved throughout the city would not only supply the residents with farm fresh foods, but also would employ the local agricultural expects. The urban centers would bring goods and services to the people, as well as subsequent jobs. This would create occasions where locals can immerse themselves in nature, enjoying the landscape. The sustainable plan would ensure longevity for a post-industrial land that has been victim to pollution and disuse.
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THE COMPUTERIZED SEX LIFE OF A COW
An alternative way to practice urban agriculture that today results difficult because the lack of farming space. This project powered by Jose de Lao explores how the city dwellers can grow their own food, by using the window as a resource for natural light and transforming it into a personal parcel. A number of modular transparent pots are attached on the window, where soil is placed so vegetables, herbs and small fruits can be grown. Together with a sharing platform where farmers or researchers to provide the “know how� of traditional farming.
German dairy farmer, Joseph Wintjens, equips his cows with a sex sensor called Heatime. The small box attaches to the collar and measures the cow’s temperature twice a day, then sends the data to a computer. “Often the period between a cow displaying her heat symptoms and ovulating is actually quite small,� Professor Karl Schellander told DW. Schellander heads the department of animal husbandry at the University of Bonn. Just like us, when a cow is feeling frisky, its temperature rises. When Wintjens sees this on his computer screen, he knows there’s only one thing left to do: dim the lights, turn on some Lovage and defrost some bull semen. Okay, he probably doesn’t dim the lights or turn on Lovage, but by golly he sure does get up close and personal with his herd.
WHAT ABOUT THE EARTH?
An example of didactic farm established in Sardinia (Italy) where people can find food prepared with genuine and healthy products but also can directly participate to the process of growing. Laboratories with didactic activities to enable the guests to be among the animal and crops without fears and discover the spaces and times of the country. Su Stai is also connected with KM0 a web server for Producers and Consumers, as a useful tool to make in contact who is interested in SlowFood. AM
ROSSO POMODORO
LOCAL FOOD
NOWA HUTA UNDISCOVERED EUROPEAN U
THE AGRITOURISM SU STAI
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http://www.popularmechanics.com/science/space/moon-ma the-future-of-space-farming
http://www.omegagarden.com/index.php?content_id=1500
http://http://www.josedelao.info/ Jose_de_la_O/winacri.html
http://www.basiccity.eu/2012/07/04/nowa-huta/
Began in the 1980s, when the first batch Future farms will be established into of Chinese seeds entered orbit attached different planets, that is what sciento a satellite, returning to earth five tists from all over the world are trying days later. Satellites continued to carry to make possible. Different techniques Chinese seeds into space through the of growing for different environments 1990s, but the pace of the program has such as Plants in microgravity sent in accelerated rapidly in recent years. “In the earth orbit. They draw up water the past five years the government douand fertilizer faster than roots can probled its investment in the program,� cess them. Slowly trickling in fertilizer Professor Liu Luxiang, director of the solves the problem and improves plant Space Breeding Research Center at the health. Chinese Academy of Agricultural SciThe Lunar Greenhouse (picture) an ences said. “That helped us increase automated structure (from the setup to the number of new seed varieties prothe maintenance using solar collector duced by Space breeding from just 20 for energy) where robotic farmers will to 110.� be able to grow Cool and warm season crops (lettuce tomatoes peppers etc) http://www.ecology.com/2009/03/23/crops-in-space-astroculture-forAn Italian space agency is designing earth-and-deep-space-travel/ a greenhouses that can be build also on Mars, because it’s protective atmosphere. ZK
THEY’RE TRYING TO SEND THE FOOD ON SPACE...
Optimize water and feeding: the cylinder rotates slowly through the feeding trough allowing plant medium to absorb only the water and nutrients needed. Produce high yield plants: The effect on plants being constantly rotated leads to a shorter and stronger growth, which means more harvest per plant. To better understand this technology try the QR code out.
WINDOW AGRICOLTURE
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SPACE BREEDING SPACE SEEDS BRING BIGGER HARVEST SPACE FARMS WILL BE CUSTOMIZED FOR DIV Chinese research into “Space breedENVIROMENTS ing,� as the practice is known in China.
http://www.agriturvalbella.it/our-didactic-farm.html
DW
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Newspaper of the future: clustering of case studies according to the visions we developed to look for signals and envision new scenarios
Rosso Pomodoro is an Italian chain of restaurants with a branch in Covent Garden. There is an important distinction from a chain of Italian restaurants and an Italian chain of restaurants, Rosso Pomodoro started life in Italy and there are branches in Milan, Rome and Naples as well as many other Italian cities and they now have 3 in London, which means pridedesigned themselves This that is a they concept by the stuin providing Italian with dio authentic Basic City A+Ufood partnered with quality ingredients. RossoArchitects. Pomodoro Felixx Landscape This conalso claims to be part of the slow food ceptual city would be located next to a movement (10 of river theirindishes slow thriving orderuse to maximize the food ingredients) which that the city land’s potential andmeans to redesign they useinto ingredients from producers an area showing self-sufficiency, who grownature rare orand threatened varieties of a healthy lifestyle. The vacertain foods a way thatlandscape protects the cant inindustrial would be environment and atputting a price that is fair to reworked, a fertile seedbed for the grower. The rest of the city’s cropsthe to food take they root. use Respecting comes mainly from 6 trusted suppliers. the historic villages of the Polish countryside, the city would mesh its historic
http://www.rossopomodoro.com aspects with modern innovations and
green technologies regarding to the
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Local Food Lab was to the lack of reso farm entrepreneur terparts in technol startups have sustainability’s topic.few cess business edu The agricultural sectors volvedmentoring, throughoutrelevan the c or capital. Foo only supply theLocal residen this problem o fresh foods, but alsoby wou startup accelerator local agricultural expect centerspotential would food bringand go as the wellpeople, as individ vices to as w Theircre e quent gramming. jobs. This would designed for a where are locals can immers interests, business in nature, enjoying the la ence levels sustainable plan would e ity for a post-industrial http://www.localf been victim to pollution a ZK
http://www.basiccity.eu/2012/07/04/nowa-huta/
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AUTHORS
G FOOD FIT FOR ON ND DEEP SPACE TRAVEL
develpoment nowadays dea, the deliver of the p grown and harvested lity, thanks to a special greenhouse that created tions for growth. Sciene how space technology ffect many of Earth’s enoblems. sustain food productn the University of Arie will be able to sustain eloped a greenhouse that
human life anywhere in the universe and with a steady rise of the Earth’s population, astroculture benefits will help us better of providing food, sustenance and an healthy ecosystem. But more importantly, space offers extraordinary possibilities for increasing the yield and vitality of food production on Earth and for the generation of selfsustaining lifebysupport be destroyed cosmicsystems rays andwhersolar ever people live. flares, and may would be operated autono-
without soil. The proto- mously, so that food could be ready se is an 18-foot long tube when astronauts arrive. A lunar greenFKQRORJ\UHYLHZ FRP YLHZ JURZLQJĂŞIRRGĂŞoWĂŞIRUĂŞWKHĂŞPRRQ water-cooled sodium va- house could be essential for colonizing d “envelopesâ€? to hold the the moon, which has no atmosphere, no natural water, and extreme temperae lunar greenhouse. The tures. omething similar could ly food to astronauts on ptimize feeding: the cylMars. It water would and be buried der rotates slowly moon’s surface, so through to not the feedg trough allowing plant medium to sorb only the water and nutrients WHFKQRORJ\UHYLHZ FRP YLHZ JURZLQJĂŞIRRGĂŞoWĂŞIRUĂŞ eded. oduce high yield plants: The effect plants being constantly rotated ads to a shorter and stronger growth, hich means more harvest per plant. better understand this technology y the QR code out.
SD Stefano Dioni Chinese research into “Space breeding,� as the practice is known in China. Maggian Began in the Alberto 1980s, when the first batchA M of Chinese seeds entered orbit attached to a satellite, returning to earth five Ziiwong Kang days later. Satellites continued to carry Z K Chinese seeds into space through the 1990s, but the pace of the program has Remondini acceleratedAndrea rapidly in recent years. “InA R the past five years the government doubled its investment in the program,� Wuof theD W Professor Liu Luxiang, Dan director Space Breeding Research Center at the Chinese Academy of Agricultural Sciences said. “That helped us increase the number of new seed varieties produced by Space breeding from just 20 to 110.�
http://www.ecology.com/2009/03/23/crops-in-space-astroculture-forearth-and-deep-space-travel/
ZK
Dr. Yuichi Mori has successfully grown plant on the special designed cling sheet that provide a medium with enriched nutrients and sufficient water where the seeds are planted. The plants also showed a dense network of their roots as they grow and cling firmly on the sheet. This
AUTHORS
GROWING FOOD FIT FOR THE MOON
SOILLESS PLANTING TECHNOLOGY
SPACE BREEDING SPACE SEEDS BRING BIGGER HARVEST
Researchers at the University of Arizona have developed a greenhouse that grows plants without soil. The prototype greenhouse is an 18-foot long tube that contains water-cooled sodium vapor lamps and “envelopes� to hold the seeds. It’s dubbed the lunar greenhouse. The idea is that something similar could one day supply food to astronauts on the moon or Mars. It would be buried beneath the moon’s surface, so to not
unique, near future space agriculture system requires only one-fifth of the water need by plant through conventional soil cultivation. The good news is, the plant grow on the special hydro membrane is absolutely free from pesticides or insecticides during cultivation.
http://www.youtube.com/embed/XWUt6hT_8Lo
be destroyed by cosmic rays and solar flares, and would be operated autonomously, so that food could be ready when astronauts arrive. A lunar greenhouse could be essential for colonizing the moon, which has no atmosphere, no natural water, and extreme temperatures.
Stefano Dioni
SD
Alberto Maggian
AM
Ziiwong Kang
ZK
Andrea Remondini
AR
Dan Wu
DW
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A BURGER TO SAVE THE PLANET?
w slogan of the usual fast ional, but the deep conDutch team of researchoped the test tube producous Meatball. wProduced Sardinia (Italy) where tem cells, the Burger lab e and healthy products world’s population. Furess of growing. Laborauld help to save the lives guests to be among the animals and be of tremenr the spaces and times the fight against climate h KM0 a web server for urpose of the research is o make in contact who
THE COMPUTERIZED SEX LIFE OF A COW
German dairy farmer, Joseph Wintjens, equips his cows with a sex sensor called Heatime. The small box attaches to the collar and measures the cow’s temperature twice a day, then sends the data to a computer. “Often the period between a cow displaying her heat symptoms and ovulating is actually quite small,� developing Professor a way to produce efficient told DW. Karl Schellander meat both from an environmental Schellander heads thepoint department of of view andanimal in viewhusbandry of the increase at the of University of the world population. Over the nexta40 Bonn. Just like us, when cow is feeling years, the researcher pointed out,rises. the When Winfrisky, its temperature world demand willhisdouble. tjensfor seesmeat this on computer screen, And the alternative, might he knowsthen, there’s only come one thing left to from meat obtained inlights, the laboratory do: dim the turn on some Lovage with stem cells, the Okay, he and which defrostcould somereduce bull semen. current environmental impactdim up the to 60 probably doesn’t lights or turn percent. on Lovage, but by golly he sure does get up close and personal with his herd.
.nationalpost.com/2011/11/11/lab-grown-hamburgersDW anet-experts/ h t t p : / / w w w. d w. d e / c o m p u t tic-farm.html er-controlled-sex-life-of-aDW cow/a-16058994-1
AQUAPOD SUISTAINABLE FISH FARM ROSSO POMODORO
LOCAL FOOD
Rosso Pomodoro is an Italian chain of restaurants with a branch in Covent Garden. There is an important distinction from a chain of Italian restaurants and an Italian chain of restaurants, Rosso Pomodoro The Aquapod is essentially a cage instarted life in Italy and in Milan, Rome and which farmers can putthere theirare fishbranches and assmall well as many other Italian then leave it adrift in theNaples sea. One cities and they Aquapod (6.7 metres in diameter) has now have 3 in London, which means that they pride themselves been tethered to a manned sailing vesin providing authentic Italian food with sel in the deep ocean near the Big Isquality ingredients. Rosso Pomodoro land of Hawaii. The pods get stocked also claims to with 2,000 or so hatchery-reared kam-be part of the slow food movement pachifingerlings (baby fish to you (10 andof their dishes use slow food ingredients) which means that me), which are fed a sustainable diet. use mesh ingredients from producers The cage is made out ofthey a brass who grow rare that eliminates biofouling -- when al-or threatened varieties of certain foods in a way that protects the gae and barnacles attach themselves environment and at a price that is fair to to submerged objects. This minimizes thefor grower. The rest of the food they use both drag and the need cleaning comes mainly the cages. Marine biologists on boardfrom 6 trusted suppliers.
Local Food Lab was created in response to the lack of resources for food and farm entrepreneurs. Unlike our counterparts in technology, food and farm startups have few opportunities to access business education, high-quality mentoring, relevant startup resources or capital. Local Food Lab is addressing this problem by offering an intensive startup accelerator program for highpotential food and farm entrepreneurs as well as individually tailored programming. Their educational offerings are designed for a broad spectrum of interests, business models and experience levels
Machias, a 65-foot schooner acting http://www.rossopomodoro.com as the tender vessel, monitor the fish, maintaining data logs and transmitting GPS data to land-based research headDW quarters. http://oceanfarmtech.com/index. php/aquapod-net-pens
http://www.localfoodlab.com
ZK
LE VERDURE DEL MIO ORTO
WILL BE A BURGER TO SAVE THE PLANET?
“Le verdure del mio orto� that means my garden’s vegetables is a digital platform where everyone can grow their own vegetables also buying “real� products once a week and receiving them at home. The initiative enables the use of small private plots as a method for ensure an inimitable attention and for rediscover the pleasure of the relationship with nature from small things. they are creating a network of companies, working in its territory, to be able to better serve the people close to them, keeping as far as possible the concept of 0 km. They guarantee a crop without the use of chemicals and substances harmful to the consumer and vegetables. Using the technique of rotation, which allows to improve the quality of the soil.
It’s not the new slogan of the usual fast food multinational, but the deep conviction of the Dutch team of researchers who developed the test tube production of the famous Meatball. wProduced from cattle’s stem cells, the Burger lab could feed the world’s population. Furthermore, it could help to save the lives of millions of animals and be of tremendous help to the fight against climate change. The purpose of the research is
http://www.leverduredelmiorto.it
SD SD
AQUAPOD SUISTAINABLE FISH FARM
The Aquapod is essentially a cage in which farmers can put their fish and then leave it adrift in the sea. One small Aquapod (6.7 metres in diameter) has been tethered to a manned sailing vessel in the deep ocean near the Big Island of Hawaii. The pods get stocked with 2,000 or so hatchery-reared kampachifingerlings (baby fish to you and me), which are fed a sustainable diet. The cage is made out of a brass mesh that eliminates biofouling -- when algae and barnacles attach themselves to submerged objects. This minimizes both drag and the need for cleaning the cages. Marine biologists on board Machias, a 65-foot schooner acting as the tender vessel, monitor the fish, maintaining data logs and transmitting GPS data to land-based research headquarters.
developing a way to produce efficient meat both from an environmental point of view and in view of the increase of the world population. Over the next 40 years, the researcher pointed out, the world demand for meat will double. And the alternative, then, might come from meat obtained in the laboratory with stem cells, which could reduce the current environmental impact up to 60 percent.
http://news.nationalpost.com/2011/11/11/lab-grown-hamburgerscould-save-planet-experts/
DW
http://oceanfarmtech.com/index. php/aquapod-net-pens
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PLAYGARDEN
We created an opportunity map to place the case studies in order to find gaps. We eventually found a scenario around social innovation with long-lasting impact
Thoughts on how this new scenario could be as socially innovative with long-lasting impact: we came up with the idea to educate schoolboys to cultivate food
44
PLAYGARDEN
Green city “2063” The school program on cultivating plants which will run continuously.
2013 “ Over 50 years period in order to nurture green city citizen who has knowledge on cultivation”
With this program students will not only learn how to cultivate plants, But also learn about all process of growing plants and also value on sustainability and food.
Concept poster: presenting briefly the core of the final concept
Personas: main actors involved in the system
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PLAYGARDEN
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BRIEFING:
VIAGGIOCO
CLIENT DEMANDS:
DESIGN FEATURES
STRATEGIC DESIGN PRODUCT DESIGN
The client is “National Science and Technology Museum Leonardo DaVinci” (MUST) based in Milan and the demand is to design a product to be sold in its own shop. The MUST’s aim is to create experiences for the visitors combining the museum’s themes with diverse forms of engagement, such as hands-on items, learning toys and so on.
The MUST shop’s customers range from adults to children, students to tourists, during working days and weekends. The final outcome has to be: - Relevant to a museum’s theme - Easy to carry and display - Not expiring - Not fragile - Small series production - Reasonably priced
SOLUTION: We decided to focus on the transportation theme involving the train section. We strongly believed in the seductive and attractive charm that the train aesthetic and mechanism arouses in everybody; it is a kind of magic the majority of children falls in love with and attracts many adults as well. In addition, the museum is highly visited by primary and secondary schools whose
DESIGN TEAM:
children usually remain astonished by those marvellous machines. We saw the opportunity to reach out to many potential customers and we thought it was useful to create an educational product that they could build on their own. The final result is a lasercutted wood board to be built. Moreover, the rear wheel is a stamp which can draw a railway pattern with the MUST logo, to give identity to it.
VALUES: ME RESEARCH
CONCEPT
PROTOTYPE
CHINESE ARGENTINE PRODUCT GRAPHIC DESIGNER DESIGNER
FOR THE CUSTOMER:
FOR THE MUSEUM:
- Keep a memory of the museum experience - Building your own train - Understanding the mechanisms of the movements - Learning by doing approach - Wood as a natural and ecological element - The stamp creates a path as if there was actually a rail
- Product in line with the themes - Giving identity and visibility - Making the “peak vehicles” iconic and playful - Unique product on that market - Lasercut makes it affordable - Possibility to create a transportation collection with airplanes, trams, etc
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VIAGGIOCO
Research phase: analysis of the shop’s offering and the relevant market in general. We noticed that there is a lack of products with the brand of the museum
Trying to bring the experience of the museum into a toy-souvenir. Targeting mainly kids
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VIAGGIOCO
First round of ideas: designing mainly gadgets and not actual toys or products
We eventually decided to stay focus on the most appreciated attraction of the transportation section: locomotive GR 552
54
VIAGGIOCO
Sketches for the concept
The final outcome has to be tiny and handy for kids
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VIAGGIOCO
The mechanics of the wheels were tough enemies engineering speaking
We decided to use the lasercut technology because of its cheapness and precision an it works very well for wood applications
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VIAGGIOCO
Refined concept: flat shape and improved mechanics for the ink-wheel and the other normal ones
Second round Prototype: detailed model vs detailed one
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VIAGGIOCO
The product is designed to be assembled with ease by children following a set of instructions
Final design
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VIAGGIOCO
The product is delivered lasercutted on a wood tablet to be subsequently assembled by the final customer
Packaging and display for the exhibition
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BRIEFING:
KLEANBERA STRATEGIC DESIGN SYSTEM DESIGN
DESIGN FEATURES
SERVICE DESIGN BUSINESS DESIGN
PROBLEM STATEMENT: The theme of the brief is to design a Locally-Based Sustainable Energy system, based on the promising models of Product-Service Systems (PSS) and renewable Distributed Energy. Precisely in the Kibera slum, Nairobi, Kenya, the inhabitants are unable to wash their clothes in a sustainable and hygienic way and furthermore, they lack of the right supply of
drinkable water and the right supply of energy. The ownership of the lands are mainly under the propriety of landlords, who “checkmate” the local residents. The clothing care is an important activity in the slum and is made daily, but the way it is being done leads to a huge waste of water and detergent, which pollute the soil
SOLUTION:
DESIGN TEAM:
ME VISION
CONCEPT
ARGENTINIAN INDONESIAN GRAPHIC INTERIOR DESIGNER DESIGNER
The final outcome is a service based on a system of different interacting stakeholders: KleanBERA Clothing Care. The service aims to provide a clothing care system for local residents to get their clothes clean while accommodates the supply of drinkable water. The residents get their clothes clean and dry (pay per wash system), get drinkable water as
additional. The landlord can get alternative profits, aside from the renting profits. In partnership with the Kengen Power Company, Nairobi Water Company and a washing machine company, the landlord can provide their resources by establishing self service area. In this way, residents are able to wash their clothes in a more hygienic and sustainable way at cheaper price.
VALUES: DEVELOP
ROMANIAN PRODUCT DESIGNER
ITALIAN PRODUCT DESIGNER
FOR THE USER:
FOR THE STAKEHOLDERS:
- Clean clothes in a hygienic way - Pay per wash system is affordable - Drinkable water for free - Work employment as public service area staff - Responsible collaboration: user collaborate to have the laundry ready
- Additional profits from public service area - Less waste of water and less pollution due to detergent - Possibility to improve the quality of life in the slum
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KLEANBERA
Building an early map of reasonings according to the data received
Drafts of the offering map as a poster, of the storyboard, of the stakeholders interaction table and the renderings’ concept
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KLEANBERA
First draft of the system map where all the actions and role of the stakeholders are visible: the landlords have a crucial role in the system and we wanted to leverage it to implement the service
Final system map
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KLEANBERA
Through the involvement of the water and energy companies is possible to provide the essential resources and simultaneously creating value for the inhabitants and revenue for landlords and companies
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KLEANBERA
The Environmental Diagram is a tool provided by professor to check and refine any improvements of our project according to specific environmental topics
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KLEANBERA
Final Socio-Ethical Diagram
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BRIEFING:
PAUSEPLAY
PROBLEM STATEMENT: BUSINESS DESIGN DESIGN FEATURES
PRODUCT DESIGN SERVICE DESIGN
Work-related stress can affect anyone, in any sector, in any size of organization. Stress has enormous personal costs on employees, in terms of illness, fatigue, anxiety, insomnia, loss of concentration disturbing employees’ productivity and creativity. Hereby, it is well accepted how having a good workplace could bring a lot of benefits, mostly for
employees. As a matter of fact, who fells good within the office environment, in harmony with colleagues and superiors, is able to live it better and in turn can improve the working life. There is a direct relationship between ‘fun at work’ and employee motivation and satisfaction: fun and play within the working environment brings a lot of benefits for the employees.
SOLUTION:
DESIGN TEAM:
RESEARCH
VISION
ME CONCEPT
DEVELOP
PROTOTYPE
CHINESE PRODUCT DESIGNER
ITALIAN INTERIOR DESIGNER
IMPLEMENT
THAI INTERIOR DESIGNER
ITALIAN PRODUCT DESIGNER
We came up with the start-up PausePlay. PausePlay is an experience: we want to sell entertaining and funny experiences to office workers. This experience is delivered to our customer in form of tangible and virtual interaction: the tangible interaction regards the Pauser and the PlayCards, while the virtual interaction is provided by the online
platform. The Pauser is the device to be pushed to pause your work, to challenge the colleagues; the PlayCards are the challenges to be done. The online platform allows the users to feel the competition and the community of PausePlayer. The users can buy new cards through the platform to have more challenges to play
VALUES: FOR EMPLOYEE:
FOR COMPANY:
- Have different and playful work breaks - Alleviation from boredom and stress - Entertainment with colleagues - Get along better with co-workers - Go working with a smile - Work breaks as physically active
- Employees are more productive - Having a good quality of life within the office - Employees are less stressed and more relaxed - Increased work participation -Possibility to raise the company’s turnover
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PAUSEPLAY
Developing of the visions: brief description plus people, context and occasion: 1_BEYOND MEMORY: collect your sport memories through emotions, senses and heart 2_SPORT BREAK: use of the work break as a moment to practice sport activities 3_NEXT DOOR HEALTHY: bring together neighbours and make them practice sports
Chosen visions: PAUSE YOUR WORK For us was the most promising since it brings new values during the work breaks
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PAUSEPLAY
Drafts of possible profits: the involvement of sport retailer could benefit for employees to have discounts on sport products or equipment
Early concept of the start up idea: B2C model, healthy activities in the office, competition as motivation, less stressed employees, increased productivity
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PAUSEPLAY
Drafts of possible business models
Early Business Model Canvas of the concept: service mostly developed online; product/app are outsourced
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PAUSEPLAY
We moved the compass of the concept from “healthy activities - increased productivity” to “game competition - healthy relationships within the office”. The new value lies on the fact to make the workplace a space to be lived better
After the new assumptions, we made a prototype to test if the game approach in the office was meaningful and if the employees were willing to accept it as a new phase of the daily work. It was well accepted, therefore we kept going on this path
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PAUSEPLAY Research on the reason why having fun and play in the office environment can bring diverse benefits for the whole workplace, followed by the Startup Value Proposition
Final outcome: Pauser made with 3d-Printing and PlayCards
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PAUSEPLAY
54
Sample of the service platform: user’s page for personal ranking and competition
Photo editing of how the displayer of the product should appear inside the store of our potential partner: bookshop LaFeltrinelli
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PAUSEPLAY
Start-up customer targeting: starting from the whole Italian workforce, we skimmed the number for average employees in creative offices such as design studios, then we focused in North Italy, assuming 35% of the whole number as potential buyers
New Cards Cards
Kit
Product
Office Employees
Platform
Product
Business Logic: the user buys in the shop the kit, which contains two Pausers and a set of PlayCards, then the PausePlayers enjoy the competition on the online platform, where they can purchase new sets of cards as well
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PAUSEPLAY
Drafts for the revenue model
Final Revenue Model
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PAUSEPLAY
Drafts of the new Business Model Canvas
Final Business Model Canvas
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PAUSEPLAY
Final Project Book
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BRIEFING:
PLANNEY STRATEGIC DESIGN SYSTEM DESIGN
DESIGN FEATURES
BUSINESS DESIGN SERVICE DESIGN
PROBLEM SETTING: The reference market is the online tour operator business and trip bookings. Alidays is an Italian tour operator that since 1992 creates, organizes tailor made travels: the objective is the creation of Travel Experiences. The distribution is B2B (business to business) and the involved party is the travel agency. Nowadays business models and services proposed by the On-Line Travel Agencies represent critical threats for tour operators and more generally those players belonging to the traditional tourism industry. Alidays needs to introduce new meanings, services and tools
provided to (or delivered directly in support of) traditional Travel Agencies to enhance their designing and setting of the travel for the end user. The vision is to create an ecosystem which fosters the exchange and the relationship between all actors of the trip. The goal is to make the “viaggi-attore" (travel-actor) the protagonist, deeply involved in the creation of the travel project. The focus is to promote a system of relationships, knowledge, tips, and stories that can enable them to live a unique experiences.
SOLUTION:
DESIGN TEAM:
RESEARCH
ME
CONCEPT
ITALIAN INTERIOR DESIGNER
COLOMBIAN PRODUCT DESIGNER
DEVELOP
FINNISH PRODUCT DESIGNER
BULGARIAN INTERIOR DESIGNER
Planney is a platform powered by Alidays where travellers plan their trips and generate content. The generation of content allows Alidays’s partners (travel agencies, shops, attractions, special activities etc) to gain visibility on the platform. To generate content the user has to comment and review the activities she does, in this way the feedbacks become a showcase of each experience from each user. Those feedbacks will become the inspirational factors for next users that want to plan a new trip. The more positive reviews a partner has, the more visible is, thus more
customers, thus more business. The customers gain Planney Points from each feedback to reward them for the content generated. These points are collected in a personal catalogue in which there are goals to achieve. When the user collects enough points, he unlocks the relative “travel trophy” and can get a reward. The user in encouraged to gain points mainly for three reasons: he knows that his comment is useful for next users, he can promote the business activity he enjoyed and he is pushed to achieve trophies to become an expert and experienced user in the travel industry.
VALUES: FOR THE TRAVELLER:
FOR THE STAKEHOLDERS:
- Trustworthy feedbacks, genuine experiences - Personal trip inspired by others’ ones - User is rewarded for feedbacks . Rewards make the user an expert of trips, thus more reliable for others - Points unlock trophies, making the user like a gamer, an achiever of experiences - Alidays’s managing means quality - User becomes expert and “lived” traveller
- User generation contents bring new customers and business into the system - Visibility on the platform - Diffusion of knowledge and new activities - Rewarding points stimulate clients - Platform reaches out to a great deal of customers and business activities - Businesses are pushed to improve their services to receive positive feedbacks
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PLANNEY PLANNING HOMEY AGENCY
Comfortable place where you can go and feel home. You can stay there and read books, meet friends, get your nspiration and decide where to go.
Inspiration: Starbucks
AIRPORT AGENCY Inspiration: McDonald’s
SLOW
PRE-TRAVEL AGENCY Inspiration: Google Earth
The agency looks like an airport because of the “quick-travels” that offers. Here you can ask for a short vacancy (for example only a week end) and still be sure that everything will be perfect.
QUICK
In this agency there are some “info-points” where you can virtually explore the place you’re going in with the help of the travel agency operator. After the virtual tour you can plan every single aspect of your trip.
BLIND - TRIP AGENCY Inspiration: dating websites
Just like a blind date, in this kind of agency you can choose a blind trip. In the agency you fill a form with your interests and preferencies, the travel agency operator will match them with possible destinations and organize the entire trip. You just have to explore the place you’re going.
EXPLORATION From the beginning we decided to innovate in the planning phase of the trip. We made polarities in order to identify ideas that could be meaningful and valuable for the users
Name:
Teresa
Picture
Socio -demographic profile:
Socio -cultural profile and Lifestyles:
she is a lawyer, she has little spare time so she has no idea about the travel destination, thus she would like to have as much assistance as possible
Motivations to enter in the new experience:
He likes relaxing and comforting. He doesn’t like to spend his spare time in boring activities like planning a trip.
Motivations to enter in the new experience:
she knows that with the help of an expert she will find the right trip also being sure that everything will be perfect. She can design the trip from the very beginning to the very end in accordance with her needs. Travel problems are few as you are fully assisted by an expert person
Possible barriers to enter in the new experience:
He wants someone to plan the details of the travel for him. He wants to be sure that everything will be perfect, with no surprises.
Possible barriers to enter in the new experience:
She might not find the travel that matches perfectly with her needs and dreams A lot of time is needed when it come to design the trip just with a general idea about the destination 1
His expectations couldn’t be completely fulfilled.
Personas - Profile
Giorgio
Picture
Name:
2
Mary
Picture
Socio -demographic profile:
Socio -demographic profile:
American housewife with 2 children. 44 years old
Italian guy, 23 years old
Socio -cultural profile and Lifestyles:
Socio -cultural profile and Lifestyles:
He’s a university student (design). He lives with his friends
wealthy parents and he likes to travel with
she loves to socialize and meet new people. She also likes to plan every aspect and to organize the family life
Motivations to enter in the new experience:
Motivations to enter in the new experience:
he’s looking for a new crazy experience but doesn’t want to plan the trip
she has spare time to spend in planning and she wants to be stimulated to get her inspiration.
Possible barriers to enter in the new experience:
Possible barriers to enter in the new experience:
Parents wouldn’t pay for the travel. It can be too risky even for him.
Personas - Profile
Picture
50 years old Colombian man, married with a family, restaurant owner.
Socio -cultural profile and Lifestyles:
Name:
Juan Carlos
Socio -demographic profile:
married woman, 36 years old, very busy person
Personas - Profile
Name:
3
technology may be an obstacle.
Personas - Profile
4
According to those ideas we developed early personas in order to understand possible strengths and weaknesses for each scenario
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PLANNEY
We came up with the idea of User Generated Content platform to push users to comment for genuine experiences. They are rewarded with points to get discounts. In the system are involved travel agencies and other businesses. Here’s a draft of the storyboard
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PLANNEY
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PLANNEY
Draft of the system as an eco one, like a circle where each stakeholder brings and receive benefits from another one, looking for self-sustainability
PL
C
NEY CA AN
Competitors’ Weak
RD
TOME US
RS
BA EED CK
S
F
Ecosystem map
MONEY
TRI
ENT
SPEC I
NE MO Y
ING
NLOCK PU
TREATM AL
TRA MO
MO
ANNEY PL
IBIL VIS ITY
V. AD
Y FOR NE
F NEY OR
V. AD
IBILITY VIS
L AGE VE
IES NC
ACTIO TR
NS
AT
S
EDBACK FE
Once customers have planned the trip on the platform, they give money and feedback to the travel agency, in turn it unlocks the trip and gives the card for the points. Planney gives visibility to both travel agencies and attractions due to the users’ feedbacks, in turn they can give extra money to Planney for more ads. Attractions give a special treatment or discounts to customers who have gained enough points, in turn they give money and feedbacks to gain new points and enrich the platform
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PLANNEY
ess Factors: w scenarios
Offering map
ANNEY L P PLANNEY
IBILITY VIS
EDBACKS FE
C
KEHOLDE A T
RS
RS
TOME US
NNEY POIN LA
TS
P
PLAN
S
SPIRATION IN
Values
Vision
Personal logbook
Restore “human touch” to trip planning
Alidays quality customizable trips “wishlist”
Customer awarded for reviews New stakeholders
New businesses
knowledge and places bring new people in the system
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Thank you for your time, Andrea Remondini, Milan andremo1989@gmail.com +39 348 88 98 100