PORTFOLIO
DESIGN STRATEGY MBA
2012
ANNU YADAV STORYTELLER
DESIGNER
STRATEGIST
PROJECT APPENDIX BUSINESS INNOVATION-- INNOVATION STUDIO, DEC 2011 -- ROTMAN DESIGN CHALLENGE, MARCH 2012
SOCIAL INNOVATION-
BUSINESS
-- LEADERSHIP, CENTRAL MARKET, SF
COMMUNICATION DESIGN -- SUPERHAPPY BLOCK PARTY, MARCH 2012 -- LIVE EXCHANGE, DEC 2011
DESIGN EMPATHY
SKILLS
EXPRESSION
RECOGNIZED TEAMPLAYER AND PERFORMER IN . DESIGN AND BRAND STRATEGY . BUSINESS MODEL AND MARKET PLANNING . VISUAL THINKING AND STORYTELLING . EXPERIENCE DESIGN AND EVALUATION . CHARACTER AND COSTUME DESIGN
I POSSESS A GOOD WORKING KNOWLEDGE OF I’M PASSIONATE ABOUT I’m passionate about fulfilling challenging business assignments in a fast paced environment.
I fervidly explore ways of living and doing things more sustainably
I’m driven by empathy, personal expression and cultural relevance in the way I work and live life.
. ADOBE PHOTOSHOP . ADOBE ILLUSTRATOR . ADOBE INDESIGN . IWORK AND MS OFFICE . COREL PAINTER . CAD-LECTRA SYSTEMS
BUSINESS INNOVATION
INNOVATION STUDIO
2011
BACKGROUND
In a time when print magazine readership is in decline, media fragmentation continues to accelerate, adoption of digital readers and devices for information is skyrocketing, and comfort with getting 'news’ from social networking sites and unauthorized sources becomes mainstream, how can print media re-imagine themselves and create sustainable business models to survive this new competitive landscape? GUIDING PHILOSOPHY Collaboration, Design Thinking, Disruptive Thinking, User Centric Design, Exploratory Design Research
INITIATION
Team of five people gathered together to start the project where we wanted to answer these questions• What is the problem? • Where did the problem start? • Why does the problem exist? • How to redefine and reinterpret the problem? • What’ll happen in the future if the problem persists?
METHODOLOGY
DESIGN CRITERIA
6 of the top 10 magazine are aimed at female readerships, with the limited growth areas in 2010 being-
• To identify the attributes associated with the mediums explored and relate it with real people. • To understand the intimacy and interaction of users with the product. • To identify and draw the discernable path for these goals. Criteria Selected For Further Research and work, based off secondary research and self defined areas of focus.
N E W S
m
m
Fashion/Beauty, Food, Parenting/Kids, Women’s Fitness, Women’s Lifestyle Source- Audit Bureau of Circulations, FAS-FAX report for consumer magazines
mm
CONTENT
USER
INTERACTION
ABANDONMENT
MAGAZINES
YOUNG WOMEN
- SATISFACTION - DISSATISFACTION
DISENGAGEMENT WITH THE MEDIA
PERSONA (USER) EXPERT INTERVIEWS
ANN
m
Ann is a product designer and artist with 5 years of experience. She’s also a social thinker who spends many hours daily consuming visual and textual content over the printed as well as online media.
USER INTERVIEWS ETHNOGRAPHIC RESEARCH
She has to reply to emails, texts. She connects to the Internet through her laptop, i-pad and phone.
VALUE CHAIN ANALYSIS
SECONDARY RESEARCH
UNCOVERED NEEDS AND EXPERIENCES
SELECTED NEEDS AND EXPERIENCES
What If Ann Has A Magazine That Is....
m
m CONVENIENT
m EXCITING TO RECEIVE
CURRENT
TACTILE EXPERIENCE
m BOOSTS HER CHOSEN IDENTITY
She spends hours researching about new collection and product ranges.
CUT & PASTE
VISUALLY STIMULATING
CONVENIENT
m VISUALLY STIMULATING
m DIGITAL CONTENT
m
m
RELEVANT TO HER WORK AND INTERESTS
DIGITAL CONTENT TACTILE EXPERIENCE
m Focus On The Following Needs based on the user preference.
BUSINESS INNOVATION
INNOVATION STUDIO
2011
PROTOTYPING AND CONCEPT DEVELOPMENT
Based on the following needs that we decided to focus, we developed several prototyping concepts..
GIFT
m
m CONVENIENT
TACTILE EXPERIENCE
m
VISUALLY STIMULATING
DIGITAL CONTENT
Article about a favorite architect
- Bento Box - Interactive elements in a magazine
CONJOINING PRINT & ONLINE MEDIA - Twitter Partnership - Myzine
Collating valuable online content on Twitter, whereby providing convenient experience to customers who prefer to read offline.
Ticket Stubs to favorite concert
Mr. French Promos Pop-Tone Buttons
The pockets could contain: 1) A small article about a well-known architect. 2) Tickets to a favorite concert. 3) A paper sample book showcasing newspapers and printing techniques. 4) Four individually-packaged spice samples by different spice companies, with recipe cards.
CUSTOMIZATION
A physical space, which is a collection of articles from various, sources where the customer can come and experience the joy of creating his/her own magazine.
- Twitter Partnership - Myzine
BUSINESS/ SERVICE SOLUTION
VALIDATION BUSINESS MODEL CANVAS- Outside In innovation
CONCEPT FINALIZATION DESIGN , PRICE & CONVENIENCE Freeing Digital content from the screen prison and making it accessible off-line.
m VALIDATION FROM USERS
Aggregating the most tweeted top 20 articles on Twitter in a weekly magazine which is visually rich, and has all the relevant content that Ann desires. Collating valuable online content, whereby providing convenient experience to customers who prefer to read offline. Saving customers time that they would otherwise spend searching for valuable content. Providing a quality reading experience by having content printed on paper rather than online.
OVERALL MAGAZINE APPEAL Overall RELATION TO INTERESTS/ WORK LIKELY TO RECOMMEND HOW APPEALING IS THE CONCEPT
CONCEPT CONTENT LAYOUT
DEPENDENCIES ON TWITTER
m Partnership with Twitter A good partnership could mean additional opportunities; An unsuccessful partnership would mean, we seek another crowd-sourcing platform. Licensing Agreement We assume these will be affordable within our business model. Success with licensing agreements is critical to Tweekly’s success. Twitter's Success If Twitter fails, we will have to look for a new crowd-sourcing program.
BUSINESS INNOVATION
ROTMAN DESIGN CHALLENGE
2012
BACKGROUND
As students, for students: investigate innovative and proactive models to enable students and graduates towards positive financial behavior to prepare them for a more economically and socially viable life after school, and foster trust and life-long customer relationships with TD Bank. GUIDING PHILOSOPHY
Collaboration, Design Thinking, Effective Stakeholder Benefits, Create positive economic impact through social means, Reducing economic and social risks, Viability, Profitability for TD Bank.
INITIATION
Team of five people gathered together to start the project where we wanted to make a difference and aspired to represent CCA on an International platform at Rotman, Toronto. The challenge regarding solving problems with respect to student loans really resonated with all of us, Majority of our team members also have student loan. We were all inspired to thoroughly explore the problem from All perspectives to find the most appropriate solution.
METHODOLOGY
DESIGN CRITERIA • Students view the relationship with their banks as a forced relationship. Student’s current experience with the bank is impersonal and finds the banks efforts as predatory. How this relationship can be turned on to a desirable trustworthy relationship. • We wish that student’s experience with financial advisors should provide him with better financial habits. • We wish to explore other models for bringing in unserved student groups which are not currently served by the system. • Considering the current scope of the project, we wanted to focus on the most pressing problem faced by the students.
NEEDSFINDING KEY DISCOVERY
21 USER INTERVIEWSAspiring Students Current Students Graduated Students SECONDARY RESEARCH 6 EXPERT INTERVIEWS
PERSONA (USER) AMINA Amina is an international student from India, and always had aspirations to study Biotechnology from the University of Toronto. In a usual scenario, she would have to take a student loan from an Indian Bank at the minimum interest rate of 11.75%. Inspite of being aware that she’s being taken advantage of but she would have no other options. She is motivated, self driven, and has belief that because Studying Bio-Tech. of her capability she will be able to pay-off the loan someday. Enrolled in 2011 Though it’ll be a big risk, her conviction, hard work and maturity University of Toronto makes her financial behavior very responsible.
11.75% interest rate
During our research other patterns began to a merge. Primarily identifying graduate students & motivated individuals. International students were completely left out of the loop. Their loans were mainly provided by the banks in their respective home country.
21
SCOPING THE OPPORTUNITY Given Opportunity is
New Opportunity
Insufficient
120% 150% $2.75 Billion
ROI
investment over 10 years in a saturated market
CANADA 178,000
under-graduates
60,000
graduates
$6.5 Billion potential market
$ 950,000,000 market
For TD Bank to sustain and effectively change the hearts and minds of the current students would cost it $2.7 billion. It would have to repackaging and redeveloping it current service offerings to meet their skeptical demands. The new market however, will be considered a blue ocean market due its uncontested nature and sustainable growth.
Number of international students in Canada represent a market opportunity worth $ 6.5 billion. No. of graduate students in Canada are increasing at a rate of 7%, and it would escalate to 90,000 international students in the year 2013-14.
(http://www.international.gc.ca/education/impact.aspx?view=d)
U.S.A. 700,000
under-graduates
296,574
graduates
$31.5 Billion potential market
Number of international students in the US represent a market opportunity worth $ 31.5 billion. No. of graduate students in US are increasing at a rate of 8%, and it would escalate to 416,303 international students in the year 2013-14.
BUSINESS INNOVATION
ROTMAN DESIGN CHALLENGE
2012
BUSINESS SOLUTION/ SERVICE ION is administered by an NGO established by TD Bank with has offices in most international countries from which students come. Students like Amina can reach them online or make appointments in major cities to obtain an ION score, get help and advice on the application process, and even use streamlined Visa services negotiated by <NGO> through TD Bank’s relationships with international governments and other banks. The process was clear, streamlined, and fast, helping Amina get the education she deserves.
Prepare
INTERNATIONAL OPPORTUNITY NETWORK
ACCREDITED UNIV. FACULTY REFERENCE CURRENT FINANCIAL INFO EMPLOYMENT VERIFICATION
FINANCIAL EDUCATIONAL ASPIRATIONS
SUGGESTIONS
FINANCIAL SYSTEM INFO
INTERNATIONAL OPPORTUNITY NETWORK
INTERNATIONAL OPPORTUNITY NETWORK Prepare
INFORMATION LOG
R
Enable
GUIDANCE & ADVISE
RATING SYSTEM
SCHOOL RATING
WEBINARS AND ORIENTATION
APPLICATION TO SCHOOLS
GETS ACCEPTED....
Foster TD BANK
Foster
INTERNATIONAL OPPORTUNITY NETWORK
VISA APPLICATION
OPPORTUNITY IS EVEN BIGGER
FINAL DISBURSEMENT
ACCELERATING LOAN PAYMENTS
RISK ASSESSMENT
INTERNATIONAL OPPORTUNITY NETWORK
CURRENT BEST ANTICIPATED WORST
INTERNATIONAL WEALTH MGMT.
DEFAULT RATE
ION-RATED
INTERNATIONAL WEALTH MANAGEMENT LIFE LONG RELATIONSHIP
CUSTOMERS
Enable ION + TD BANK
$
R
TD LOAN PACKAGES
ION
All loan are risk. Currently, it is frustrating to say that student loan default rates are abysmal. Hovering between 9.5% to 29% based on the institution he attained her degree from. ION rated students loans will help minimize this risk by create an effective evaluation system that accounts for risk and leverages long-term relationships.
SOCIAL INNOVATION
LEADERSHIP- Central Market, SF
2012
BACKGROUND To bring pragmatic, measurable change to under-served communities through the local arts and education communities to raise community self-awareness, confidence and internal support levels. Successful completionof this prospect includes a usable kind of tool (kit, manual, template, video, etc. for future use and replication).
GUIDING PHILOSOPHY
Being Changemakers, Truth, Love, Goodness, Joy, Flexibility, Feminine Focus, Collaboration, Community Resilience & Sustainability, Design Thinking.
INITIATION
Team of three strong and inspired women gathered together to start a leadership project which would be for people and would embody their spirit of goodness, love and empathy. Together we created this collaborative space for healing. We all had different backgrounds but had common goals and aspirations. We aimed to learn being effective changemakers by sharing knowledge and inspire people to collaborate in order to come up with effective solutions.
DESIGN CRITERIA As individuals we want to be active participants in creating positive change in our community. As part of our development as Design Strategists we intend to lead social change by following the design process (discovery, ideation, prototyping and strategy development). By partnering with The Burning Man Project Foundation we are committed to help start the execution of the economic & social revitalization project of the Central Market Street District of San Francisco through arts activation.
METHODOLOGY USER INTERVIEWS
EXPERT INTERVIEWS
SECONDARY RESEARCH
ETHNOGRAPHIC RESEARCH
CENTRAL MARKET REVITALIZATION
PERSONA AND JOURNEY MAP
BERTHA’S JOURNEY MAP THROUGH THE DAY EMOTIONS HIGH
Makes Breakfast for her Kid
Works as receptionist at a Hotel in Central market. Goes to Episcopal Church for her community.
Takes Kid to School
Walks to Work (Hotel)
She Wishes to have better opportunities for her kid.
BERTHA, 32 yrs old Latin American woman, CM resident , Mother of 5 yr old boy
Goes To Church
Buys Groceries
Prepares Dinner
Makes Sure No Homeless Person is at her Doorstep
Walks in Park
She lives here because of affordable housing Doesn’t feel safe while walking back home late at night.
TIME
LOW 8:00 am
8:30 am
9:30 am
5:30 pm
6:30 pm
7:00 pm
8:00 pm
8:30 pm
SOCIAL INNOVATION
LEADERSHIP- Central Market, SF
METHODOLOGY
SOCIAL DESIGN INNOVATION TOOLKIT
SESSION 1- ENGAGEMENT, SHARING AND COLLABORATION RESOURCES
OFFER
CHANNELS
POTENTIAL
SESSION 2- INTERLINKING AND CROSSPOLLINATING IDEAS
RESOURCES
OFFER
IDEATION PANEL
CHANNELS
POTENTIAL
IDEATION PANEL
ON BOARD STICKY-NOTE PROCESS
ON BOARD STICKY-NOTE PROCESS
COMBINING RESOURCES, ETC TO FACILITATE COLLECTIVE COLLABORATION
WORKSHOP INVITES
CENTRAL-MARKET CREATING A RESILIENT COMMUNITY TOGETHER
As a valued member of the Central Market Neighborhood, we would like to invite you to participate in a creative conversation. The day will include a community design project where you will be interacting with key members from local art organizations, non-profits, businesses and government agencies. Our goal is to strengthen the connections between community members interested in revitalizing the area. There are some amazing efforts being done to change Central Market. Action plans have been created from an extraordinary body of research. However, we feel there is room for alignment, engagement and collaboration. The event will be facilitated by students from the MBA program at California College of the Arts (CCA). Their emphasis in Design Strategy, will uniquely equip a collaborative setting that will foster an innovative idea sharing session to address some of the challenges the Central Market Community faces.
CCA DESIGN MBA April 16th 4-7 pm Location- TBD COMMUNITY DESIGN PROJECT TO STRENGTHEN ENGAGEMENT COME SHARE YOUR IDEAS IN A CREATIVE ENVIRONMENT TO FOSTER A RESILIENT CENTRAL MARKET COMMUNITY.
ANNU YADAV// KELLY SPAIN//MARICARMEN SIERRA//
We want to leverage the great work that is already being done and create connections with other organizations to align our efforts for positive change. For example, you might sync yourself with the stakeholders and/or an action plan created by one of the following organizations: The Office of Economic Workforce Development (OEWD) The Central Market Partnership The Burning Man Project We look forward to embarking on this exciting and challenging journey with you. We feel together we can create a more resilient community. Please send us any ideas or suggestions you find relevant or interesting. For more details, go here: xxxxx (facebook page with event description) or send email to centralmarketsfresearch@gmail.com.
2012
COMMUNICATION DESIGN
SUPER HAPPY BLOCK PARTY
2012
BACKGROUND The Super Happy Block Party Hackathon was an event held in Palo Alto on the 31st March. It successfully bridged the worlds of software developers and artists. It was to create more immersive community in the spirit of innovation by creating the perfect environment for an interactive block. Artists, designers, and creatives from Silicon Valley will join hackers, software engineers and makers in a multimedia mashup conversation. Super Happy Block Party Hackathon designed a creative playing field for artists as well as hackers.
GUIDING PHILOSOPHY
Innovation, Community engagement, Collaboration, Cross-pollination, Ideation, Fun, Inspiration, Socialization.
INITIATION
ORGANIZERS
COLLABORATION, INSPIRATION, IDEATION, INNOVATION The project was a freelance opportunity outside school. Super Happy Block Party event was part of a massive Hackathon Event in Palo Alto. I primarily worked on the Visual and Conceptual design of the bannerprints used throughout the event held over High Street in Palo Alto.
HACKERS ARTISTS INNOVATION
Various separate activities, hackathon,showcases were running simultaneously. It was made sure that each had its own distinct identity along with its description. I designed icons for each event based on its theme and function.
ICONOGRAPHY FOR EACH EVENT TECH PETTING ZOO
HACKATHON TALENTHOUSE
FOOD TRUCKS
HACKATHON INNOVATION ENDEAVORS HACKATHON INSTITUTE OF THE FUTURE
CITY OF THE FUTURE
GENERATIVE ART & SOUND
?
HACK THE FUTURE
VC
VC OFFICE HOURS
POP UP INNOVATION LOT
SILENT DISCO
COMMUNICATION DESIGN
SUPER HAPPY BLOCK PARTY
2012
HAPPY BANNERS, EVENT AND PEOPLE
sponsored by:
INITIATION BANNERS, SPONSORS AND EVENT DESCRIPTION FOR VARIOUS ACTIVITIES
COMMUNICATION DESIGN
LIVE EXCHANGE - Self Journey
2011
BACKGROUND
This particular course constructs a specific new asset based language for business that serves as a foundation for building and repairing trust, strengthening leadership and developing listening, assessing and speaking skills to move constructive action forward. At the end of this semester long course, this project was to express your own learning journey, stating how and in what ways did we mature as a communicator. GUIDING PHILOSOPHY Introspection, Self Expression, Clarity, and Simplicty of Thought, Authenticity, Love for self and for others, Visual Metaphorical Communication.
BEFORE LIVE E
During Live E Transformation
Experiences And Deliverance
Self- perception
This is a visual representation of the transformational process of my journey through this course. I aspired to improve my skills as a communicator to synthesise and present my ideas in a clear comprehensible manner. Through this process I metaphorically tried to synthesize my own growth plan.
Multi- layered Benevolence
Aligning Thoughts and
Respectful of others
Intent into Action
Multi-Dimensional Growth in the Future
Sensitisation and Communication
Internal
Core Internal Feelings Palette of Thoughts and actions
Sensitisation and Communication
External
Formulating actionable thoughts
Embracing Vulnerability
Transformation into this form