Portfolio
Atul kumar| STRATEGY+RESEARCH+DESIGN
STRATEGIC DESIGN MANAGEMENT In a complex global economy characterized by rapidly evolving standards for the production and management of information, services, and experiences, must exhibit flexibility and a capacity for innovation. Focus on the evolving global economy and are exposed to sophisticated real-world perspectives on business, operations, sustainability, management, leadership, entrepreneurship, design innovation, and design research.
WHAT IS SDM?
Strategic design management consulting is concerned with the management of design in the identification, diagnosis, and resolution of business issues that are of strategic importance to an organization. The design information can support the creation and iteration of all customer interactions through the design of products, services, environments, and communications.
How SDM can add value Use design in identification, diagnosis, resolution of business issues that are of startegic importance to an organization Integrate design consistently and completely across the value chain, across all customer touch -points and for all their stake holders Communicate,collaborate and corrdinate to people,practice, and resource Use design thinking toward strategy formulation to optimize customer satisfaction and company portability and value and enchance product, environment,communication and identity Strengthening visualising and communicating strategies, recogning unseen market oppourtunties matching comptencies dispersed through the organisation and providing design process gudiance Strengthening loyalty through focusing on meeting customers needs through a compelling,appealing experience,reinforced
Portfolio atul kumar
A
fter my graduation in Lifestyle acessory design from NIFT bangalore (2004-08).I worked for 2.9 (year and nine month) as a Industrial designer in Force motors, in pune. Currently Pursuing my Post Graduation in Strategic Design Management from National Institute of Design. Now I specialize in areas of Design research, System thinking, Design strategy,Trend forecast,Brand manager and other similar areas of Design. A major part of my schooling was in kodaiknala,a small little hill stataion in tamil-nadu where I grew and i got my early knowledge of eductaion.
I am deeply indebted to my education to nid (national institute of design) where my deep skin knowledge of design and management which I have got. I would like to thanks to my nid teacher and my sdm colleague who has helped and shared their knowledge in my project,this would not have been completed. Last I would like to thank my family (mom,father and my sister) without their love and support I would have not completed my nid jounery. Thank you atul kumar
Contents 01 Design project-1 small business development 02 Brand management (The cupcake life) 03 Design project-2 (System design) (Kindergarten-KIDZEE) 04 NTADBM (new technology application design and business development) 05 Future and Trend studies
01.Designproject-1 Small business development
Project detail
1of 5
(STREET PAINTER: Farooq Qureshi) Duration : 4 week
01 Overview 02 Understanding of business 03 Primary /secondary research 04 SWOT /PESTEL analysis 05 Insight 06 oppourtunity mapping 07 New business model
Process
Output
Document
Business Model
Aim: Choose an unorganized business, understand and create a new model to develop the business. Duration : 4 week
Project detail
Process
Output
Document
My Objective : Understanding of unorganized business, how their supply chain system work and function. STEP1. SLECTION OF BUSINESS
Creating NEW OPPORTUNITY AREA and BUSINESS MODEL for the existing business model
Creative business, Skill based Willingness to improve the business Potential to implement the recommendations STEP 2. SECCONDARY /PRIMARY RESEARCH
Understanding the project,industry, data from internet,ethnographystudy observe,customer,understanding the business model STEP3. SWOT /PESTEL ANALYSIS
Understand the “big picture” forces of change that you’re exposed to, and, from this, take advantage of the opportunities that they present. STEP4. ANALYSIS
Data collection,Analyis, Insight mapping using various technique, STEP5. OPPOURTUNITY MAPPING
Developing the system map, Creating new opportunity,Recommendation from insight User- Research
Opportunity Mapping OPPOURTUNITY MAPPING The Opportunity Mapping Service is designed so that you can select the areas that are most critical to your company's success.
Shop Online Kitsch emporium business work Developing Tie up Mural new with colour painting typography company exhibition
Street exhibition art gallery
Social media website online selling
Create own typography style designer
Trucks Auto Temple Store wall
On wall Bamboo product On canvas
Nidus Asian paint House of mg Local colour
New Business model RECOMMENDATION:
He can learn new software so that he can take new project and can expand his business
NEW BUSINESS MODEL what if he try to do street exhibition?
He can look into marketing through the social media and other mode of online business
what if he try to work on overall re-branding of business?
He can look for some local exhibitor who can help him to sell his painting He can also look into local area in an around Ahmedabad like (Sunday market) He can look into new tool and machinery in the market which can help him to expand his business and to reduce working time . He can develop and market his style of typography . Look into re-branding – visiting card, positioning, brochure, Portfolio
what if he try to explore product innovation? what if he sell his product to store /
art emporium or to exhibit on art gallery?
what if he try to explore new style of typography?
Business Model Customer experience
Value proposition
LONG –TERM BUSINESS MODEL WHAT IF he try to do exhibition? Lalit kala academy
WHAT IF he try to work on overall Re-Branding of his business?
Nidus
Middle class
Customer segment
Gallery BLOSSOM
Local network Personal assistance
Service
Tie –up with local street painter
Customer Experience
Visiting card
Value Proposition
Marketing portfolio
New customer Customer Segment
service
Brochure
Old customer Local
Business
Re- Branding
Service
Marketing Social media / online website
Marketing
Word of mouth
Farooq Bahi
Event manager
Planner Designer
Media Social media / website Print media Word of mouth
Channel Blog
This platform will help him to recover his lost faith and also will help him to understand the need of the customer
Awareness
This platform will help him to recover his lost faith and also will help him to understand the need of the customer
Personal online profile
Automated service
Key partner
Key partner
Personal assistance
print Media
Not charging
Sunday market
Niche
service
Free space
Street Art
Newness
Approach
Newness High class
Contempory art gallery
EXHIBITION
Service
SHORT –TERM BUSINESS MODEL
Farooq bhai
Channel Printing Designer Marketing /distribution
Blog Awareness
02.Brand Management The cupcakes life
ProjectDetail
Process
1of 4
The Cupcake Life is a bakery that is solely selling cupcakes. These cupcakes are of varying flavours that can be customised to suit the likings of the buyer . We also provide low calorie and vegetarian cupcakes.
01 what is cupcake? 02 Understanding about cupcake 03 Identifying the customer/competitor 04 marketing mix 05 primary reseach 06 SWOT analyis 07 Market segmentation 08 Target audience 09 Branding / promotion
Output
Document
Promotion
Aim: To create a New Business Entry into the market.
Duration : 4 week
Project detail
Process
Output
My Objective : Understanding the company, marke-
ing mix, identifying the customer/competitors, market segmentation,
Creating NEW BRAND and PROMOTION for the New business model
STEP1: UNDERSTANDING ABOUT COMAPNAY Understanding the project, Industry, branding, Concept of new branding for the buttercupcake life STEP2: RESEARCH PLAN Desiging multiple tool and technique to get data. STEP3: IDENTIFYING THE CUSTOMER AND MARKETING MIX Going in the field interviewing , talking to the exixting cucpacke shop, STEP4: SWOT ANALYSIS Data collection, analysis,mapping the data,validate the finding and suggestion STEP5: CREATING THE BRAND AND PROMOTION Creating the brand identify fronm the research and making logos and creating the promotion for the new brand.
User-Research
Document
Branding Features and benefits that are unique to our product Low caloriesVegetarian Healthy ingredients like whole wheat
Brand logo: Creating Branding Identity for the Company
Being vegetarian Being healthy
Promotion Shop no 32. Near LD ENGINEERING COLLEGE UNIVERSITY ROAD , AHMEDABAD 079-40325837
RED VELVET
WHITE CHOCOLATE
VANILLA STRAWBERRY
The Healthy Indulgence
DARK CHOCOLATE
FRONT
BACK
FRONT SIDE
BACK SIDE
Carry bags
Cupcake boxes
Creating Business card for the cupacake life.
03.Design project-2 Kindergarten-System design ( KIDZEE )
1of 10
Duration : 8 week
01 Overview|system design 02 Education system 03 Stake holder 04 Child and learning 05 Scenario analysis 06 oppourtunity mapping
Project detail
Process
Output
Document
Mapping
Aim: To Understand the kindergarten system and its components which motivate them of learning at an age group.
Duration : 8 week
Project detail
My Objective : Understanding of organization,their component of a system and try to map out the entire system.
STEP1: THE EDUCATION SCENARIO IN INDIA Understaning the global scenario, history of educationin india , government school-private school, education regulatory body, newer ways of teaching STEP2: UNDERSTANDING THE STAKEHOLDER Parents , Teacher – real changer,Sibling as a friend and mentor, Community STEP3: UNDERSTANDING THE CHILD AND LEARNING How does child learn? Learning environment ? child understanding of his or her learning? STEP4: LOOKING AT KINDERGARTEN kindergarten market ,Preschool market in India ,Preschool market Preschool snapshot, kid zee,System component Component interaction,PESTEL analysis STEP5: CREATING SCENARIO ANALYSIS scenario analysis opportunity mapping
Process
Output
Document
Mapping the ENTIRE SYSTEM COMPONENT and OPPORTUNITY MAPPING for the kindergarten system
User-Research
Component|Mapping interest
Innovated way of teaching
trained Child behaviour
Modern
Learning
care
motivation
Child mind
Teacher training
Child psychology Behaviour pattern
TEACHER
Parent vehicle
Cleaning
Rickshaw puller
Caring
NANNY
TRANSPORTATION
school store school supplier
colourful toys
water bottle
supplier recruit HR sales Marketing team
kindergarten system: system of learning at an age
BABY
bag
dress store
school
Design for children
books
parents
TECHNOLOGY vendor
vendor
manufacture
vendor
Preparing food
Friends school knowledge Interact Teacher Staff and teacher
owner
promotion
Designer team partner Business scene media print TV ads internet banner Other investorinvestment Website newspaper developer Pamphlet Word of mouth equipment land designer developer investment Social mediafriends society quality booklet U.I quality printing investment vendor inventory storage
outdoor
Toys
Soft
hard children
Form/material Peer friends
Group activity Table /chair library
designer Interact play
Interactive board
indoor
ENVIRONMENT
PLAY outdoor
educated
modular
interact
INTERACT friends
MANAGEMENT
TOOL/SYSTEM T.v/monitor
group.....
Accountant
chair/table
touch
mind
each other
knowledge observe
Indoor
pantry market location classroom playground environment Interior food Pesticide Sleeping room society space schools inventory design people area interact talk cost target children nature Storage space children
paper
Components Sub-Components
System and components
Scenario Observation Class room | Scenario Observation
Scenario Observation Metal rack
No proper space to keep the shoe
Wooden bench Local made
No proper place to keep the bag 1.
2.
Not able to find shoe Bags lying on floor Student sitting on floor
Common Issues Identified | Design Intervention Wooden bench
children are made to sit on the local wooden bench which is also ergonomically is not made as per children due to this some children prefer to sit on the ground floor and also from the safety point of view
No proper sitting area for children
In most of the cases the student are sitting on the ground floor while teacher are interacting with student and not able to concentrate on all the children. No personal own space.
No proper sitting arrangement
Common Issues Identified | Design Intervention
No proper place to keep the shoe
Children keep their shoe outside the house and sit on the floor open their shoe .No proper sitting area for children and for the nanny
Design intervention :
Design intervention :
Arrangement for good quality of sitting bench which is ergonomically good make them feel their own space and environment .
Design intervention :
There could be some sort of sitting arrangement where children can sit and write and have their own space and also teacher can give time to all the student equally
There could be playful shoe rack with sitting area on it where children come and enjoy keeping their own shoe rather than forcefully . It will also help nanny to sit and make them wear the shoe
Lot of confusion while wearing shoe
Lot of time it get confused where you kept the shoe ,whose is whose and also get lost in the shoe .
Design intervention :
With playful shoe rack there could be number system on the student uniform or in id number where you get know his or her shoe is in particular rack so that anyone can make them wear .
Scenario2|Pattern study Seeing and trying to learn Teacher giving instruction to the children and helping them
Understanding the interaction pattern
Trying to touch and bend the basket and the other boys trying to see what he is doing
Nanny is running behind the children
Teacher helping kid with their school bag.
Kids playing around with toys
Trying to understand and play with the toy
Putting his finger in the mouth trying to speak to her
Student | Teacher INTERACTING
PLAY ZONE
MAKING THEM LEARN
1.
Class room
2.
HELPING
CHILD BEHAVIOUR TOUCH ,SMELL SOUND ,TASTE TOUCH, SMELL,SOUND SIGHT, TEXTURE
CHILD BEHAVIOUR
CARING
Class room - playgroup
Sensory Maps are areas of the brain which respond to sensory stimulation
3.
Transportation van
4.
1.Teacher at play zone area 2.Teacher at class room- JR.KG 3. Teacher teaching at class room 4. Teacher helping children at transportation
TASTE,SIGHT,TEXTURE
Insight Insight From the above behaviour pattern study the insight what I got and understood
,that child are more sensitive and like to feel
texture the things
,touch ,smell,
Interactive model
, so trying to create an environment where
learning can be based on all the sensitive behaviour so that child learn fast and able to grasp the things very fast.
PLAY
So Trying to create an environment where he or she can interact ,have
fun and it also motivate child so that learning become more
enjoyable and fun
SOUND
TEXTURE
CHILDREN
TOUCH
Model is Based on the child sensitivity
Interact
Interactive model Model is Based on the child sensitivity
SMELL
Scenario-3 |Theory based David Kold
|
EXPERIENTIAL LEARNING THEORY CONCRETE EXPERIENCE
Howard Gardner |
Bodily-kinesthetic
( DOING/ HAVING AN EXPERIENCE )
FEELING
WATCHING
( PLANNING/TRYING OUT WHAT YOU
ACTIVE HAVE LEARNED) EXPERIMENTATION
Learning to ride a bicycle: Reflective observation - Thinking about riding and watching another person ride a bike. Abstract conceptualization - Understanding the theory and having a clear grasp of the biking concept. Concrete experience - Receiving practical tips and techniques from a biking expert. Active experimentation - Leaping on the bike and have a go at it.
DOING
seven distinct intelligences which students possess different kinds of minds and therefore learn, remember, perform, and understand in different ways,� according to Gardner (1991).
REFLECTIVE OBSERVATION
( REVIEWING / REFLECTING ON EXPERIENCE )
THINKING ABSTRACT CONCEPULASATION
( CONCULDING /LEARNING FROM EXPEREINCE)
we are all able to know the world through language, logical-mathematical analysis, spatial representation, musical thinking, the use of the body to solve problems or to make things, an understanding of other individuals, and an understanding of ourselves
Musical
Opportunity mapping-1 Opportunity | mapping
Opportunity mapping-2 learning plug-in -module through mix of media we move into using a mix of media or multimedia, learning--- becomes easier. As we understand learning styles, it becomes apparent more eective. It satisfies the many types of learning preferences that one person may embody or that a class embodies.
indiviuality cognitive
child and community development
Indiviualskill motion performance
visual
intellectual skill
printed words
Colour
mix of media
sound
All these 6 elements have been drived out of the system study conducted. So, acording to the study, if a new kindergarten system has to be defined, these 6 elements should be the key elements which has to be present. Lack of even one of these will result in improper working of the system and hamper the overall desired output. Atul kumar|National institute of design| Design projecct-2|system design|2013
Final System -Display
Learned how system and its components INTERACT and PLAY important role while making any strategy plan with considering all the eco- system factor in the mind.
04.NTADBM
project detail
(New technology application design and business development)
Developing the new aapplication
1of 6
01 Broad Overview 02 Understanding of business 03 Understanding the exiting application 04 Insight 05 New app development
process
output
Document
Development
Aim: To undersatnd the new application and to develop the app for the existing market
Duration : 4 week
Projectdetail
My Objective : Understanding the process of
development of new application of exiting technology and the business model for the market STEP1: BRAOAD OVERVIEW
Taking the broad overview of various dimension of design, technology and business model STEP2: UNDERSTANDING THE EXISTING APPLICATION
Taking any exiting apllication and understanding the design, technology and the business model aspect of the application STEP3: UNDERSTANDING THE BUSINESS MODEL
Understanding the Business Model of the exiting apllicatioan and taking the same value and the application into the new application for the market . STEP4: DEVELOPING THE NEW APPLICATION
Developing the new wire frame application for the new model .From design,technology and to the workable business model.
Process
Output
New DEVLOPMENT OF APP and BUSINESS MODEL for the exiting market
Development
The Need
The Idea
Business Model Canvas
WireFrame Development
Wire Frame Development
Final wireframe development of the mobile app with new design feature, giving the availability time, and also providing additional option in case if restaurant is not available.
05.Future and Trend studies STRATEGY FOR “PASSENGER CARRIER�- APE PIAGGIO
Developing strategy - passenger carrier
1of 6
01 Understanding Trend & Mega Trend 02 Understanding of business 03 Understanding of brand 04 Understanding of consumer 05 Understanding of technology 06 Insight 07 Strategy - ape piaggio
project detail
process
output
Document
Strategy
Aim: To undersatnd TREND AND MEGA TREND and to develop startegy for the passenger carrier for piaggio
Duration : 2week
Project detail
My Objective : Understanding Trend and Megatrend categories them and then understanding exciting brand,consumer,technology,business
Process
Output
Developing “STRATEGY PLAN” for the passenger carrier for piaggio.
STEP1: BRAOAD OVERVIEW TREND AND MEGA TREND
Taking the broad overview what is trend and mega trend and then making them categories STEP2: UNDERSTANDING THE EXISTING BRAND
Taking exiting brand of piaggio and also the competitor brand and trying to understand the brand perception in the market and taking some insight STEP3: UNDERSTANDING THE BUSINESS
Understanding the Business Model of the exiting passenger vechile,market scenario and the future plan of the passenger vechile STEP4: UNDERSTANDING THE TECHNOLOGY
Understanding the technology now and future technology,new regulation and business model STEP5: UNDERSTANDING THE CONSUMER
Going out and understanding from the customer point of view and taking the insight from them.
User Research
Document
Strategy -APE PIAGGIO
atul kumar e atul_k@nid.edu m 08140679783