A Y E S H A
A L
H A S H M I
TABLE OF CONTENTS ABOUT ME
5
DESIGN
7
DRAWING
21
PHOTOGRAPHY
31
ILLUSTRATION
39
EXHIBITION
51
USER EXPERIENCE / BRAND ANALYSIS
57
A B O U T ME Design Manager who likes to ride an adventurous roller coaster every day. I used to sell my own personal products before I discovered Design Management. It all started by my ambition to be the greatest version of myself. Therefore, I started to work on what makes me happy and free to express my ideas. First, I started my own home-made products. I baked cookies, brownies, cakes, trifles, and etc. Then, I participated in Dubai World Hospitality Championship by selling these products, which made me gain an astonishing experience and confidence in myself. I even was certified with Project Management Diploma. Hence, this is the road of how I started to develop myself by created my own brand identity and experience. Along the way, I discovered Design Management and its concept of developing ideas to the next level.
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DESIGN
FALL 2015
Turn Over A picture of a hand tool that was transformed and traced in multiple layers to form hierarchy.
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FALL 2015
Monster Model This model is the result of taking out a section of the Turn Over drawing and bringing it to life. The three axes were added along the scaffolding to hold up the layers of the model.
13
SPRING 2016
Tile Tracing A cracked tile was traced to understand the connections in the cracks and how they formed.
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SPRING 2016
Tile Connections A connection was drawn to show the contrast levels in the tile patterns.
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SPRING 2016
Building Structure A building structure was crafted from chipboard to hold the plaster that will be poured in to form a figure.
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SPRING 2016
Transformation An old car equipment was cleaned and sprayed gray. Then, the connections of this object were studied to form a relationship and build a transformation by using paper, aluminum, and wood.
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DRAWING
FALL 2015
Two-Point Perspective Transformation This drawing represents a transformation of a given space.
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FALL 2015
Two-Point Perspective This drawing represents a two point perspective of a certain space.
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FALL 2015
One-Point Perspective This drawing represents a one point perspective of a certain space.
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SPRING 2016
Three-Dimensional Building Plan This is a measured plan of a building with a shadow cast on its left side.
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PHOTOGRAPHY
SPRING 2016
Cracked Tile This photography captures the contrast levels from lightness to darkness and the highly detailed patterns.
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FALL 2015
Hand Tool This photography captures the details of the object such as; scratches, contrast levels, and detailed information.
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FALL 2015
One-Point Perspective Collage This photography captures a certain space in different timings, in which it shows the changes in lightness, shadow casting, and student’s movement.
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I L L U S T R AT I O N
ONE DAY 10|9|2016
9:00 am
9:30 am
1:00 am
1:00 pm 2:00 pm 4:00 pm
7:00 pm
8:00 pm
10:00 pm
11:00 pm
FALL 2016
One Day Collage This collage includes icons which represents the activities that was done on 10th of September. The transition from dark blue to light yellow indicates the change from night to day time.
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DESIGN THINKING TIM BROWN
T
HOMAS EDISON
created the electric light- bulb and then wrapped an entire industry around it. The lightbulb is most often thought of as his signature invention, but Edison understood that the bulb was little more than a parlor trick without a system of electric power generation and transmission to make it truly useful. So he created that, too. Thus Edison’s genius lay in his ability to conceive of a fully developed marketplace, not simply a discrete device.
How to Make Design “Thinking like a designer can transform the way you develop products, services, processes-and even strategy.”
Thinking Part of the Innovation Drill
Begin at the beginning.
Involve design thinkers at the very start of the innovation process, before any direction has been set. Design thinking will help you explore more ideas more quickly than you could otherwise.
Take a human-centered approach.
Along with business and technology considerations, innovation should factor in human behavior, needs, and preferences. Human-centered design thinking especially when it includes research based on direct observation will capture unexpected insights and produce innovation that more precisely reflects what consumers want.
Try early and often.
Create an expectation of rapid experimentation and prototyping. Encourage teams to create a prototype in the first week of a project. Measure progress with a metric such as average time to first prototype or number of consumers exposed to prototypes during the life of a program.
“Design process is best described metphorically as a system of spaces rather than a predefined series of ordely steps.”
Seek outside help.
Expand the innovation ecosystem by looking for opportunities to cocreate with customers and consumers. Exploit Web 2.0 networks to enlarge the effective scale of your innovation team.
Blend big and small projects.
Manage a portfolio of innovation that stretches from shorter-term incremental ideas to longer-term revolutionary ones. Expect business units to drive and fund incremental innovation, but be willing to initiate revolutionary innovation from the top.
Budget to the pace of innovation.
Design thinking happens quickly, yet the route to market can be unpredictable. Don’t constrain the pace at which you can innovate by relying on cumbersome budgeting cycles. Be prepared to rethink your funding approach as projects proceed and teams learn more about opportunities.
Find talent any way you can.
Look to hire from interdisci- plinary programs like the new Institute of Design at Stanford and progressive business
FALL 2016
Designing Articles and Book Covers Articles were design based on their content and message. Book covers were designed to represent the main idea of the books.
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THINKING DESIGN THINKING By Tim Brown
PROCESS “Thinking like a designer can transform the way you develop products, services, processesand even strategy.” -Tim Brown
DESIGN COMUNICATION
FALL 2016
Designing Articles and Book Covers Articles were design based on their content and message. Book covers were designed to represent the main idea of the books.
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ATLANTIS
ATLANTIS
Leap of Faith is one of the most popular slides in the Adventure Park. It is found within the Atlantis Hotel water park.
Atlantis Hotel is located on the beach of The Palm, Dubai. It has a varity of luxury bedrooms with the aquaruim view.
ADVENTURE PARK
THE PALM
SPRING 2017
Dubai Attraction Posters
DUBAI
These posters focus on Dubai top sights such as; Atlantis and Dubai Museum.
MUSEUM
Dubai Museum is one of the popular attractions in Dubai. It consists of archaeology and history of Dubai.
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The City That Never Sleeps
Introduction
Dubai is one of the most modern cities in the world. It is found in the Persian Gulf and it is part of the seven Emirates in the United Arab Emirates, which was formed in 1971. A decade ago the UAE a land of desert with no life, but now it improved drastically into a green land full of life and population. And that is all due to his Highness Sheikh Zayed Bin Sultan Al Nahyan vision of taking the UAE to the next level. Today, Dubai is one of the most luxurious, exotic, and popular cities worldwide. Although Dubai is small compared to the other countries it has thousand of visitors from all over the globe everyday.
The City That Never Sleeps
“I and my people do not accept only the first place and strive to be in first place globally”. - Sheikh Mohammed bin Rashid All Maktoum, Leader of Dubai
Dubai’s first language is Arabic next to English. UAE’s currency is Arab Emirate Dirham (AED). Dubai’s population is now approximately 2.7 million people and most of its population is Muslim.
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2
The City That Never Sleeps
Day One Plan
DAY ONE
While, Sega opens Sun - Wed: 10:00 am- 1:00 am Thu - Sat: 10:00 am - 12:00 am 2:00 pm
Lunch at Markette. This restaurant has many types of global food. It’s good for kids and travel groups.
6:30 pm
Visit Burj Khalifa during sunset to watch the view of dubai skyline. The tickets cost between the range of 150 dhs to 500 dhs.
Start your day by visiting the most populated place in Dubai; Dubai Mall, Burj Khalifa:
Three days Dubai Travel Guide
Dubai Mall Opening Hours:
Burj Khalifa opens Sat - Fri: 8:30 am - 10:00 pm 7:30 pm
Watch the fountain show through the bridge that connects Dubai Mall to Souk al Bahar, this show starts after sunset.
8:00 pm
Souk al Bahar, is part of Dubai Mall, has an amazing view of Burj Khalifa. The travels could dine in Bice Mare, an Italian seafood resturant.
9:00 pm
Go back to Dubai Mall for shopping.
Thu - Sat: 10:00 am - 12:00 am Sat - Wed: 10:00 am - 10:00 pm
9:00 am
Breakfast in Paul a global famous French restaurant.
10:00 am
Visit the Aquarium Zoo, which has mostly under water and other types of animals. Aquarium Zoo opens Sat - Wed: 10:00 am- 11:00 pm Thu - Fri: 10:00 am - 12:00 am
12:00 pm
Entertainment, which children and adults could have fun and play: ice rink, SEGA. Ice rink opens Sun - Wed: 10:00 am- 11:00 pm Thu - Sat: 10:00 am - 12:00 am
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5
The City That Never Sleeps
SPRING 2017
Day Two Plan
DAY TWO Introducing the culture. In this day, the travels should wear shorts and comfortable clothes for the day activities since the travelers will be exposed to the sun all day long. So, they should bring with them sunbath and moisturizers. And for the night activities the travelers should get some warm clothes, due to the weather decrease in temperature.
9:00 am
Visit Dubai Heritage Village, it’s a historical museum and the best time to visit it is during the morning to escape the traffic. Opening hours Sat - Thu: 8:00 am - 8:00 pm Friday: 3:00 pm- 11:00 pm
10:00 am
Walk through the Bastakia Quarter, historical walking areas.
11:00 am
Visit Bur Dubai Abra Dock and ride the old boats there as a transporation to the next stop.
Opening hours Sun - Sat: 5:00 am - 12:00 pm 12:00 pm
Stop at the Gold and spice souk station for rest. Then, shop and have lunch there. Opening hours Sat - Fri: 8:00 am - 10:00 pm
4:00 pm
Take the bus to transport to Dubai Desert Safari, for this the travel should bring with them a jacket since the weather gets a bit chilly at night in the wild.
5:00 pm
Reaching Dubai Desert Safari, for entrance the cost is 742 dhs. For more information about this place call this number +971-52-9331100 Opening hours Sun - Sat: 9:00 am - 8:00 am
9:00 pm
Dinner at Dubai Desert Safari, in the wild while watching the stars at night. 7
6
The City That Never Sleeps
Day Three Plan
Dubai Travel Guide
DAY THREE End your travel by visiting the most famous hotel in Dubai Atlantis Hotel. In this day, the travels need to bring swimming suits and some warm clothes so they wont be affected by the cold indoor weather.
9:00 am
Breakfast in Kaleidoscope, an international resturant at Atlantis Hotel.
10:00 am
Visit the lost chamber aquarium.
It includes information about the top sights in Dubai that tourists can visit during their three days stay. 6:00 pm
Go shopping in Atlantis Hotel shops.
8:00 pm
Have dinner in Ossiano, a sea food restaurant.
Day One: Dubai Mall and Burj Khalifa. Day Two: Old Dubai. Day Three: Atlantis.
Opening hours Sat - Fri: 10:00 am - 10:00 pm 1:00 pm
Have lunch in Ossiano, a seafood restaurant with aquarium view.
2:00 pm
Water park (adventure park) for this place the travelers need to change to their swimming suits to play in the park. Opening hours Sat- Fri: 10:00 am- 6:00 pm
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51
EXHIBITION
SPRING 2019
Curiouser Exhibition This experimental exhibition is inspired by Alice in Wonderland film adaptation (1951), which focuses on showcasing the essence of ridiculousness by targeting individuals from the ages of 16 upwards, who can appreciate the depth of the exhibition. It includes the exhibition’s statement, collections (character posters and objects), images of the location, floorplan, flow plan, wayfinding, mood boards, branding, label designs, perspective drawings, and a physical model. 55
OUR CONCEPT
2O7 Exhibition demonstrates student work from their first year in CAAD which is called foundations year. The exhibition does so through exhibiting their process work, drawings, models and journals. The primary purpose of this exhibition is to show it's audience - primarily high school graduates and prospective students, as well as other CAAD students and faculty, the work that these foundation students worked on from five different majors (Architecture, Interior design, Multimedia Design, Visual Communication, & Design Management).
STATEMENT
207 days Foundation Exhibition
BRANDING
SETUP PLAN
PROJECT 2 DES 472
Foundation students spend 207 days, learning, creating and producing as they embark on a journey to join the College of Architecture, Art & Design. This exhibition will depict how first-year students develop design skills and experiences throughout the two consecutive semesters in their foundation year. The viewers will see the works and outcomes of the projects that these students have created in the time spent in their classes and learning invaluable skills and knowledge. The ideal audience for this exhibition would be freshly graduated students who are interested in Design generally or specifically in CAAD design majors.
FLOOR PLAN
LOGO, FONTS, AND COLORS
LOGO
Setup Plan
FONTS
67.2cm 43.5cm
71cm 41cm
56.6cm 52cm
HELVETICA
52cm 40.6cm
95cm
HELVETICA NEUE
109cm
106cm 115cm
123cm
68.8cm
94.6cm
115cm
EXHIBITION
EXHIBITION
MEERA ABOU HAMZE 68833 NAQIYAH MUSTAFA 64520 FARAH Al OMAIR 56978 AYESHA AlSHAMSI 65558
207 Days spent in CAAD Foundations, abstract illustration of the number, bold and sleek for a modern and sharp look.
110cm
95cm
92cm
COLORS 81.7cm
BCBEC0
110cm
64cm
LOGO CONCEPT
GROUP MEMBERS
109cm
FFFFFF
000000
76cm
86cm
50cm
64cm
103cm
SPRING 2019
Marketing x Advertising Stickers
Marketing x Advertising
H
IB
IT
IO
N
X
A3 Poster x Mockup
E
Marketing x Advertising
EXHIBITION
207 Exhibition This experimental exhibition focuses on demonstrating first-year CAAD students’ work as their drawings, models, and journals. The main targeted audiences are high school graduates and prospective students. The exhibition includes the statement, collections (students’ works), images of the location, floorplan, flow plan, wayfinding, mood boards, branding, label designs, and perspective drawings.
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USER EXPERIENCE/ B R A N D A N A LY S I S
Some of Nestle shared values are providing nutritionall sound products designed for children, helping reduce the risk of undernutrition through micronutrient fortification, raiseing awareness on water conservation and improve access to water and sanitation, eliminating child labour in key categories, etc (Creating Shared Value, n.d.)
Nestle’s Vision
Nestle Organizational Structure
“To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier selling preferred products”.
Nestle organizational structure consists of heirachy, the Chairman of the Board (Paul Bulcke) and Chief Executive Officer (Mark Schneider) whim Ware the top represntatives of Nestle and they are the ones who help in managing and setting the rules for the company. Then, under those two is the functional managers who are responsible of their own certain fields. For instance, Patrice Bula manages Strategic Business Units of Marketing and Sales Department, Peter Vogt manages Human Resources Department, Stefan Catsicas manages Innovation, Technology department, and etc. (Managment, n.d.).
(Mission and Vision, n.d.)
Nestle Culture the advertisement into the market. Moreover, the stakeholders are Nestle Nespresso CEO (Jean Marc Duvoisin), Global B2B Head, Nestlé Nespresso SA(Reto Bruegger), and Market Director France, Nestlé Nespresso SA (Arnaud Deschamps).
Nestle is originally Swiss comany, they care about fairness and honesty between the people.They respect their suppliers and customer no matter of their different culures. Moreover, to them honesty, quality, ethics, and hard work is important (Niyazi, 2013).
Collaboration:
Controlling:
SWOT And Benchmarking
Creative Culture:
Nestle is part of brand collaboratin. It works with many different companies. They pormote and advertize for wach other, which means they are partners. The mebers of Nestle work together to form team members, which forms departments, which forms a company.
Nestle is: -Less functional barriers -Team working - Risk taking -Encouraging innovation and flexibilty -Opennes and curiosity for market trends”
Nestle has order and hierachy. Each worker has their own position at the compnay and people should respect their position. Thus, those positions gives order in Nestle, leading the company to be organized in its work.
Nespresso’s strength is that it belongs to a powerful and multinational cooperation, which is Nestle whom reached 151 years. Nespresso is a coffee maker brand that reached nearly 32 years old. Nespresso has high brand equity, high market share, and growth rate due to its customer’s loyalty. Nespresso has a huge number of targeted clients who love coffee, which is part of their fortes. It produces high quality coffee machines and capsules. It is very innovative and unique in its production. Also, it has an impressive customer services called “Nespresso Club”. Moreover, it has recently launched a new high-tech coffee machine called Coffee Machine. This product is the first coffee machine that is connected to a smartphone application through Bluetooth. The application consists of capsule stock management, which means that it tracks the user’s capsule stock in real time,
Market Comprtitve:
Nestle wants to expand their growth rate and market share, which results in oriented and competition. Market research to reduce uncertainty”.
SENSORY INNOVATION Not just coffee machines
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Coffee Machine/ Features
Advantages
Nespresso Inissia t cheap, affordable, and stylish t light in weight and
Disadvantages
t has limited capacity of water and Nespresso capsule system
Nespresso Prodigio
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Starbucks Verismo 600
Tassimo Fidelia
t hightech and innovation t controlled by the user’s phone
t durable, light, and stylish
t has no handle
t heavy in t has limited weight capacity of t can only water use Verismo pods to t is very noisy make drinks
t heavy to carry around
Jura Z6
t high-tech t machine doesnt need t has Integrated milk-cleaning to heat up to program and make coffee Intelligent t easy to clean t affordable Water System and use and cheap t is very expensive and costly t
very heavy in weight
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SPRING 2017
NEW
PRODIGIO The connected machine
Prototype
NEW
PRODIGIO A simple touch
The goal is to develop a campaign that increases the awareness of Nespresso’s machine “Prodigio” among adult coffee drinkers (18-40 age) in the UAE, which is through advertisement by new and traditional social media, such as social media, news media, and wall poster. This advertisement gives the targeted clients knowledge and understandment of Nespresso Prodigio technology, innovation, and unique features, which makes it worth spending money on. Furthermore, advertisements help to communicate information of Nespresso Prodigio and educate people about its special service, which could increase sales and demand for this product. Thus, the prototype will include visual advertisements of Nespresso Prodigio, which will lead to high brand awareness and acknowledgement of this product. Those visual advertisements will be displayed in social media (Instagram) and on wall posters in the UAE.
Will take your coffee experience to a whole new level, as your machine communicates directly with your device.
#UAEProdigio
The connected machine
Take your coffee experience to a whole new level, as your machine communicates directly with your device. #UAEProdigio
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Nespresso Prodigio Experience This user experience report focuses on developing a campaign that increases the awareness of Nespresso’s machine “Prodigio” among adult coffee drinkers between the age of 18 and 40 in the UAE, which is through advertisement. It includes Nespresso’s background, organizational structure, culture, design brief, creative brief, SWOT, benchmarking, and prototype.
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Secondary Research
Design Brief Friends
Aim: Improve Dubai Rashid Hospital’s environment experience by considering the impact of the hospital experience on the visitor’s senses.
Patient Experience
Patient Satisfaction
Five Senses
Nurses
Children
Objectives: • Evaluate hospital cleanness and neatness. • Understand the hospital environment and its interior space. • Interview the long and short timed patients about their experience in Dubai Rashid Hospital. • Investigate innovative and creative ways to advance hospital experience. • Improve the hospital’s five senses experience in patient rooms.
Physicians
Siblings
Research Question: How can we improve Dubai Rashid Hospital’s environment by considering the five senses as part of the patient’s experience?
Hospital Interior Space And Environment
Patient
Relavtive
Healthcare
Family Primary Doctors
Co-Workers
Client: Dubai Rashid Hospital (Research and Development Department).
Stakeholder Diagram: This diagram describes the levels of who are effected by Dubai Rashid Hospital’s environment and user experience through the five senses. First, the most effected are the patients. Second, most effected are the nurses, healthcare, primary doctors, and physicians. Third, the least individuals who are effected are friends, relatives, family, co-worker’s siblings, and relatives.
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Hospital Five Senses
Primary Research The primary research includes the usage of observation, personas, surveys, and interviews to explain Dubai Rashid’s Hospital environment and patients experience through the five senses. Each sensory will be discussed individually. Observation of Public Patient Rooms:
Manual Report
Public patient rooms have an open-door policy. It includes minimum of 6 beds for each patient, which automatically means many individuals are living in the same room. These rooms have a high rate of noise even the hallways near these rooms are loud, causing patients to feel uncomfortable. Public Patient rooms are bright due to the strong lightbulbs and sunlight from the windows. But, it lacks color in its interior space. The walls and the furniture of these rooms are simply white with no design. It gave of a dull and depressing feeling. The furniture touch in public patient rooms looked comfortable and uncomfortable. Some patients were unable to relax, because they were still not used to medical beds compared to their home beds. Other patients were rather relaxed and happy to even lay down. Also, the rooms had a medical smell to it, but it that wasn’t strong. Some of the long-timed patients weren’t affected by it since they are used to it. But, the short visiting patients were uncomfortable because of it.
Observation of Private Patient Rooms:
Both short and long-timed patients believed that the hospital has developed and advanced equipment’s. Also, they both gave many recommendations to improve the hospital’s experience. First, add lively color to the interior patient rooms. Second, improve interior hospital décor and healthy food some taste. Third, reduce medication smell. Fourth, enlarge patient room’s windows to allow more natural sunlight to enter it. Fifth, reduce the level of noise and improve healthcare service in public patient rooms.
Private patient rooms have a close-door policy. One individual lives each of these rooms. It is quiet and has a low rate of noise. The patients are able to relax and sleep well leading to fast healing rate. These rooms are bright due to the strong lightbulbs and sunlight from the windows. But, some of private rooms have light background color depending of the patient’s choice. But, overall it still lacks an actual color that gives the feeling of life, happiness, and healing.
Interviews: In the interview, the doctor mentioned that has been working in the hospital for 6 years, while the research and development hospital manger worked for 10 years. Both the doctor and the hospital manger agreed that • Public rooms: * Noisy due to high number of patients living in it, causing the patients to feel frustrates the and sometimes unable to sleep. * Smells little of medications. * Dull interior colors in the room, making the patients to feel depressed.
The furniture touch in private rooms are higher in quality than ones in public patient rooms. The bed furniture has a double mattress with a smooth texture, which allows patient’s pain to lessen a bit. But, some furniture in private patient rooms have the same structure and quality as public patient rooms depending on with section it belongs.
•
Also, the rooms had stronger medical smell to it than public private rooms. I was harder to breath since most private rooms are part of the Intensive Care Unit Department. Some of the long-timed patients weren’t affected by it since they are used to it. But, the short visiting patients were uncomfortable because of it.
Private room: * Quiet and not noisy leading the patients to be able to sleep peacefully. * Smells very strong of medications, effecting the short-timed patients more than the long-timed patients. * Some rooms have very light orange color, but the patients still feel gloomy with it. •
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Both public and private patient rooms: * Cleaned every day. * Their food is healthy but tastes bad. * The furniture is comfy and cozy, helping the patients to heal faster.
FALL 2017
Solution Brand Identity: Improve hospital environment and user experience through the five senses. Hospital Five Senses (HFS) is a company that designs hospitals interior space and environment by studying its psychological effect on the user. This company has done many studies explaining that by transforming the hospital interior environment, patients are able to heal faster mentally, emotionally, and physically. HFS has worked and designed for many different cultured hospitals. One of their projects was to modify Dubai Rashid Hospital’s environment through the patients’ five senses. HFS designed Dubai Rashid Hospital based on its culture. It separated the project into two sections: improving public patient rooms and improving private patient rooms. They studied both sections and its patient’s behavior towards their room’s environment. Therefore, HFS came up with a solution. The solution will address the improvement of Dubai Rashid Hospital’s environment experience by considering the impact of the hospital experience on the patient’s senses, which would eventually increase their healing rate. Thus, leading to patient’s satisfaction. This solution will benefit client who is Dubai Rashid Hospital by giving its patients a greater experience of its environment. When the patients feel relaxed and happy with the hospital space, they will tend to come to the hospital in future again and again, because they had a satisfactorily experience. This will give the hospital a boost in its reputation, finance, economy, quality, environmental design, and emotional appeal.
One of Dubai Rashid Hospital problems is the need to improve its environment’s five senses experience for the patients to be able to heal and relax. First, patient rooms are too noisy, especially public patient rooms. Second, they have a strong medical smell especially private patient rooms. Third, the room’s interior color is dull causing the patients to feel depressed. Fourth, the furniture’s touch is rough and uncomfortable to lay on. Fifth, the hospital’s food is healthy, but tastes bad. According to HealthLeaders Media Industry Survey 2013, “Patients satisfaction is the number one priority help patients heal and recover” (Patients experience is not patient satisfaction, n.d.).
FOOD: give patients different types of food with various flavors
COLOR: covert white background to light blue or green or yellow
SMELL: reduce medication smell by Using air purifiers with natural fruit scents (non-chemical) or open the windows to lessen the strong smell
NOISE: reduce noise by sticking silence signs outside the public and private patient room’s door
TOUCH: add double medical mattress and soft bedcover to give the furniture a comfy and relaxing feeling
Hospital Five Senses 29
Suggestions On How To Improve Dubai Rashid Hospital Environment’s Experience Through The Five Senses
Hospital Five Senses This manual report focuses on improving Dubai Rashid Hospital’s environment experience by considering the impact of the hospital experience on the visitor’s senses. It includes primary research, secondary research, design brief, solution, and prototype.
“Hospital user experience is all about patient’s satisfaction”.
Therefore, the company Hospital Five Senses brainstormed and discussed a way of remodifying Dubai Rashid Hospital into a hospital with great patient experience. Some of the main transformations are stablished in the hospitals environment through the patient’s senses, which would eventually increase their healing rate and comfort.
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Strategy Manual Report
SPRING 2018
DXB Entertainments Manual This report studies DXBE’s attitude towards innovation, design, standards, and Intellectual Property Rights. Based on that, it forms three Design Led ideas to improve its brand identity. One of these ideas, Beyond Theme Park, is introduced through the Business Model Canvas, Product Development and Planning diagrams, Organizational Context, etc.
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ORGANIZATIONAL REVIEW
BRAND REVIEW
Moreover, PARK has two office locations (PARK’s Team, n.d.):
PARK Advanced Design Management is a small European organization that focuses on
PARK USA 610 Santa Monica Blvd. Suite 215 Santa Monica, CA 90401 United States of America T +1 773 672 3413
leading design and innovation management experts. It consults, coaches, educates them on expanding the value of design and innovation within the clients’ own business. PARK was founded in 1998 by Tim Selders and Frans Joziasse, Design Management professionals. Their aim is to be the best in the Management Consulting Industry and Design Agency market by lowering
PARK Advanced Design Management states their mission and vision by saying “We are a
PARK Europe Winterstraße 2 22765 Hamburg Germany T +49 (0)151 156 875 54
•
world leading consultancy in the area of design management and design leadership” (Our Mission,
This process happens after PARK analyzes and researches the situation in the client’s company. They introduce new ideas, products, services to the table by looking at the client’s design
that differentiate them from other design consultants. Hence, they look at four concepts and analyze them based on the client’s cultural organization. These four concepts allow PARK to help
costs, increasing brand equity, strengthening innovation, and having faster-time-to-market. This
•
clients through (Our Mission, n.d.):
leads PARK to deliver stronger impact and career growth to their clients (PARK Advanced Design operates with eight employees that work as a one team. Each employee works over two to three roles, which allows them to get the work done in a faster rate. Their employees are (PARK’s Team,
Stakeholder Map
•
To root the clients design strategies in business, brand, innovation strategies
•
To ensure strong visual impact
•
To translate them into concrete action plans
Clients/Customers
•
Examples: visual brand languages, design visions, service design strategies
•
To position design optimally in the client’s organization
n.d.):
Design Organization
Employees
Excellence and Dependability : PARK always delivers what they promised their clients them to create services or products that surpass the status quo. They meet each deadline,
•
communicates proactively, and strives to deliver their goal fully.
Integrity: PARK maintains a strong relationship with their customers by being honest, ethical, trustworthy, and truthful. This approach leads to long-term relationship with clients becuase PARK understands their needs and wants leading them to trust PARK and be highly-rewarded even though they are challenging to be with. PARK’s interior space encourages creativity and collaboration by having simple furniture
•
To establish the right mix of in/outsourced design
and wide space that allows them to produce unlimited ideas. Some of their offices consist of
•
To organize for global design presence
large one sides windows, soft colored furniture, ideation board, and technology equipment.
•
Examples: design agency rosters, design organograms, design competency profiles, design
These materials allow the employees to be able to work in teams and maximize their creativity
governance
efficiently (PARK Advanced Design Management LinkedIn, n.d.). Moreover, PARK Advanced Design
Design Processes and Tools •
To link your design process to innovation or business processes and tools
Management has a presence in one social media website and one news media website to promote its brand activities and events. For instance, this company has its own LinkedIn account, newsletter,
•
To balance constraints with freedom in your design processes and tools
and website. In each of these aspects, PARK shares its brand information, accomplishments,
•
To make them truly useful and used
activities, events and projects. Also, it established its own newsletter, which is publicized on their
•
Examples: design process architecture, roles & responsibilities descriptions, design tool boxes
website (PARK Advanced Design Management LinkedIn, n.d.; News from Park, n.d.).
•
To nurture a refreshing creative culture amongst designers
•
To create awareness and recognition of design amongst peers in your organization
Design Culture
PARK Advanced Design Management has worked with several clients. They guide Design
problem and ideate the most sustainable and efficient solution to tackle it.
by giving their best effort, being detailed and attention oriented in their work. This leads
Design Strategies
Management, n.d; PARK’s Team, n.d.). Furthermore, this consultant company is small in scale it
Creativity and Innovation: PARK maintains creativity by maximizing value and solving problems in the most efficient and sustainable way leading the clients company to stand out.
n.d.). Their main goal is to guide design leaders by embedding designs into cooperate business and adding value to the client’s organization. They consult clients through several unique steps
•
To establish design thinking across your organization
•
To build design reputation outside of your company
•
Examples: design excellence programs, design awards applications, design awareness trainings
Managers, Design Directors, Design Vice-Presidents across all industries. Some of their famous branded clients are BMW, SONY, AUDI, Airbus, Reckitt Benckiser, JCI, Hyundai & KIA Motors, AM
Moreover, PARK shares its main created values with its employees, in which some of them
PARK’s Office Meeting Room
PARK’s webiste
PARK’s LinkedIn Account
PARK’s Newsletter
are (Our Mission, n.d.):
Wonen and PANalytical (PARK Advanced Design Management, n.d.).
•
Teamwork: PARK maintains collaborative environment even though it’s a small company of eight members. Its members think and create together to solve problems and form ideas, which allows each voice and opinion to be heard.
2
CLIENT REVIEW
DESIGN REVIEW PARK Advanced Design Management offers services to design leaders, in which it helps
3
PARK Advanced Design Management has worked with several high-brand clients as
Management, Design Leadership, Design Quality, Design Process, Design Language, Design Tools,
As a result, PARK’s achievements and high efforts were acknowledged by well-known
to guide and add value to their organizations. These services are offered to several sectors as
Design Briefing, Design Resources, and more. Moreover, they have worked with many participants
mentioned in Organization Review. For example, BMW, SONY, AUDI, Airbus, Reckitt Benckiser,
brand directors and presidents, which lead PARK’s reputation to grow positively. Some of these
(1) design professionals directing designers like design managers, design directors, and product
from different industries as (1) design agency owners and freelances, (2) senior designers and
JCI, Hyundai & KIA Motors, AM Wonen and PANalytical (PARK Advanced Design Management,
reviews are (Empowering Design Leaders, n.d.):
managers (2) non-design professionals dealing with designers like business executives, brand
creative or account managers of design agencies, (3) product managers, marketers or engineers
n.d.). Moreover, PARK’s service Empowering Design Leaders has several main clients that
managers, marketing managers, product planners (Kolen, 2006). Moreover, Park offers three main
responsible for design at corporations. Also, they have collaborated with high-brand clients as
they have a long-term relationship with as, Unilever. It is a British-Dutch transitional consumer
services:
Honda, Sony, LEGO Systems A/S, Unilever, and more (Grow Tomorrow’s Design Leaders, n.d.).
good company that sells food, beverages, cleaning products, and personal products. This collaboration helps PARK to establish design in Unilever clients’ systems, materials, manufacturing methodologies, customer journeys, and customer value. Unilever worked with PARK to set
Empowering Design Leaders is a service that believes in the power of design. Their mission is to help design leaders to fulfill their design quests through consulting them, educating them, facilitating exchange between them. This service consists of 11-50 employees that tackle Management and Design Consultant Industry (Empowering Design Leaders LinkedIn, n.d.). Moreover, this service gives life important guidelines to clients by explaining design for human behavior, the purpose of economy and design, design value, steps to finding the right design partner, design strategy, and more (Empowering Design Leaders Opinions, n.d.). Moreover, this service has been with PARK USA for three years. Both worked with leading companies that brought “opportunities and challenges in product/service/business and design leadership from home electronics, medical services, fast moving consumables, sports services, financial services, office goods, and fastening solutions”. They also looked at Oxford University study and prediction (2013) of how current jobs will be replaced by Artificial Intelligence in the future. Therefore, as designers, Empowering Design Leaders decided to prepare for this by analyzing their possible future outcomes and choose the best choice to maximize their organization values and benefits (Empowering Design Leaders, n.d.)
sustainable and innovative ambitions for its future cause: (1) Improving the health and well-being
Raymond Design Leaders United is a service that states: “It is good to know that you’re
of over 1 billion people by 2020, (2) Enhancing the lives of millions by 2020, (3) Decreasing the
not alone: there are more challenged design leaders out there” (Raymond Design Leaders United,
negative environmental impact by 2030 (Empowering Design Leaders Opinions, n.d.).
n.d.). Their goal is to create a space where a group of design leadership professionals from different industries can gather to consult, discuss, and challenge one another on industry-leading topics
PARK has worked on several projects with other clients from different industries as Bose,
(Raymond Design Leaders United LinkedIn, n.d.). These leading topics would focus on the global
Roche, and Velcro. First, Bose, an American company that sells and develops audio equipment,
design community as sustainability, digitalization, artificial intelligence, and design operations.
in which PARK helped them to develop a User Center Design Process. PARK facilitated several
Raymond Design Leaders United’s discussion meetings usually involve the participants to utilize
workshops to understand Bose’s design development process, including structure, governance,
time, tools, and methodologies to discover, define, and develop their individual challenges. This
tools, deliverables, accountability, and roles. This approach helped to improve communication,
process leads the participants to develop high caliber professional network, enhance feedback
utilize design resources, maximize design’s value, and support the development of new User-
on their challenging ideas, add more value to their organization and customers. Moreover, this
Centered Design solutions, and increase market dominance (PARK Advanced Design Management
service continues to focus on Design Thinking, managing customer experiences, future of design,
News, n.d.). Second, Roche, a Swiss multinational healthcare organization that operates
managing design resources, open innovation, and more. They work with many participants as
two sectors of Pharmaceutical and Diagnostics. Roche worked with PARK to build a Design
Design and Creative Leaders or Design VP Directors and managers. Most of their clients are high-
Thinking Innovation Boot Camp through establishing two sessions of week-long boot camp
brand world leading company as Airbus, Nestle, Carrefour, Nokia, Toyota, and more (Raymond
for 50+ multidisciplinary stakeholders. This allowed them to identify their internal and external
Design Leaders United, n.d.; Raymond News, n.d.).
stakeholders including marketers, engineers, scientist, and project leaders. They worked on developing their Design Thinking, Lean Startup and Business Model Innovation. This approach led Roche to develop cost-effective, desirable, and feasible market solutions leading them to improve Roche’s culture and innovation (PARK Advanced Design Management News, n.d.). Third, Velcro, a
Grow Tomorrow’s Design Leaders is a service that educates Senior Designers and Design
technology driven company that sells hook and loop fasteners. Velcro worked with PARK to define
Managers to become design leaders because they are needed to lead internal designers and
a Velcro Consumer Product Approach that establishes the value of holistic design development
external design partners. They grow design pros from all industries into expert Design Managers
through the process of combining technology and products, with a focus on advancing Velcro
who are ready to lead design. This service is unique in its own way since it allows design
Empowering Design Leaders’ webiste
professionals and companies to grow efficiently. For design professionals, Grow Tomorrow’s
Press-Lok bag line. PARK guided Velcro in sourcing and choosing a successful agency partner to
Grow Tomorrow’s Design Leaders’ webiste
develop a long-term business relationship to improve consumer goods (PARK Advanced Design
Design Leaders gives them the benefit of accelerating their career, expanding their network, and
Management News, n.d.).
giving access to life-long learning. For companies, it gives them the benefit of improving their employees to be better managers, ready to lead, and energized. Moreover, this service develops through learning while working, learning by application, learning from practitioners, and learning with livebook. This service educates Senior Designers by giving them courses in Design Raymond Design Leaders United’s webiste
Design Audit Brief Aye sha Al Ha shm i
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RECOMMENDATIONS PARK Advanced Design Management is a design consultant cooperation that guides
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REFERENCES PARK could increase their brand awareness by connecting with several social/news media
Bronsoiler, D. (2018). Grow Participates In Big Design Conference In Dallas. Retrieved from:
Raymond Design Leaders United. (n.d.). Retrieved from: https://raymond.empdl.
design leaders by embedding designs into cooperate business and adding value to the client’s
websites. This approach makes them able to communicate with other individuals more and
organization. This company is highly efficient and highly professional in the design industry, but it
promote their work and projects as well.
still lacks some main aspects (PARK Advanced Design Management, n.d.). Therefore, the SWOT Analysis could help to improve PARK’s internal and external environment through focusing on
•
•
https://grow.empdl.com/?id=3&itemid=248#News
com/?id=4&itemid=245#Home
PARK could increase its creativity and innovation by adapting other Design Management tools
Empowering Design Leaders LinkedIn. (n.d.). Retrieved from: https://www.linkedin.com/company/
Raymond News. (n.d.). Retrieved from: https://raymond.empdl.com/?id=4&itemid=245#News
and strategies as Service BluePrint or Journey Map.
park-advanced-design-management/about/
PARK’s competitors are Design Management Institute, IDEO, Frog Design INC, Hasso Plattner
Empowering Design Leaders Opinions. (n.d.). Retrieved from: https://www.empdl.
Institute of Design, Designit, etc. These competitors cause a huge threat to PARK because they
com/?id=1&itemid=243#Opinions
their strengths, overcoming their weakness, minimizing their threats, and taking advantage of their
Threats
opportunities (Mind Tools Content Team, n.d.).
•
Strengths •
PARK has a clear brand message, image, and equity due to its successful projects with highbrand companies.
• •
PARK has a high usage of Design Management staircase by adapting their processes, tools,
could step ahead and gain the upper hand anytime if they were underestimated. •
about what PARK as a company does and how they do it, in which it sends PARK’s message
PARK needs to increase its social/news media social/news media presences, promotion, and
Kolen, M. (2006). PARK’s Design Management Forum. Retrieved from: https://kisd.de/fileadmin/
influence. For example, PARK could establish more social media accounts like Instagram,
kisd/dm_symposium/vortrag_joziasse.pdf
each of their client’s needs and wants as they did for Bose, Unilever, Roche, and Velcro as
Twitter, Facebook, YouTube, etc. This approach could expand and establish more company
mentioned in the Client Review. This leads PARK to achieve “Market winning solutions”.
information on their own website to increase brand image and awareness. Also, PARK’s
Mind Tools Content Team. (n.d.). SWOT Analysis. Retrieved from: https://www.mindtools.com/
PARK produces innovative ideas that are environmentally sustainable and effective leading to
newsletter should be promoted on other websites as high-brand client websites instead of
pages/article/newTMC_05.htm
being prompted only in PARK’s website. •
website videos that clients found PARK challenging and difficult to deal and work with (PARK
ideas as mentioned in the Client Review.
Advanced Design Management, n.d.). PARK needs to be more lenient and easy-going with their
News from Park. (n.d.). Retrieved from: https://park.empdl.com/#News Our Mission. (n.d.). Retrieved from: https://park.empdl.com/#Home
clients by being with them during hardships and helping them to overcome it. This approach
PARK has little social/news media presences, promotion, and influence. They have one small website, one newsletter, and one social media account: LinkedIn. This shows that PARK
•
leads to a long-term relationship built on trust and understanding.
PARK Advanced Design Management LinkedIn. (n.d.). Retrieved from: https://www.linkedin.com/
PARK could expand their organization by accepting more employees since it’s hard for them
showcase/park-showcase-/about/
exposes low amount of information about its’ operations and systems, in which it isn’t enough
to work on large projects in a short time. The employees mentioned that it takes them two to
for the target audience to understand PARK’s inner culture.
five years to finish a large project (PARK Advanced Design Management, n.d.). This poor time
PARK values aren’t publicized nor listed in their website clearly for the target audience to
management is due to a limited number of resources and employees. Therefore, by expanding
understand since they are only mentioned very briefly in their videos.
the company the employees will no longer need to work on more than their own roles. They
PARK Advanced Design Management. (n.d.). Retrieved from: https://www.designdirectory.com/
would be less stressed, more energetic, and more eager to work. Also, this leads to high quality
park
Opportunities
PARK’s increase in market penetration and growth in other countries as the UAE and China, which could give them an advantage since these two countries are currently rapidly growing in
•
PARK needs to improve their client’s services and interactions, since its mentioned on PARK’s
For instance, their collaboration with for Bose, Unilever, Roche, and Velcro to develop new Weakness
•
com/?id=3&itemid=248#Education
culture and background. •
high and positive brand image. Also, this shows that they depend and look at STEEP Analysis
•
Grow Tomorrow’s Design Leaders. (n.d.). Retrieved from: https://grow.empdl.
in their videos. This approach allows other target audiences to have a clear view of PARK’s
PARK employees are very detailed and attention oriented in their work. They deeply analyze
(social, technical, economic, ecological, political) to guide and develop their client’s company.
•
com/?id=1&itemid=243#Manifest
PARK needs to list their company values on their website instead of having it mentioned briefly
•
clearly.
•
Empowering Design Leaders. (n.d.). Retrieved from: https://www.empdl.
causing a huge disadvantage.
Recommendations
PARK has its own newsletter posted on their website that shows their successful projects, events, activities they have done. This approach helps to communicate to the target audience
•
PARK faces a threat from country laws and taxes that restrict their production and services
strategies, and culture as analyzed in the Brand Review.
PARK Advanced Design Management News. (n.d.). Retrieved from: https://park.empdl.com/#News
and efficiency production in a short time. •
PARK needs to keep on bring new ideas through the usage of STEEP Analysis, SWOT Analysis,
terms of economic, business, social, and technology industries.
Design Management Staircase, and other tools that encourages innovation. This approach
PARK could increase its number of employees from eight to more, allowing the company to
allows PARK to be always ahead of their competitors.
PARK’s Team. (n.d.). Retrieved from: https://park.empdl.com/#Team Raymond Design Leaders United LinkedIn. (n.d.). Retrieved from: https://www.linkedin.com/
increase in scale. They could also have more key partners to increase their resources usage.
showcase/raymond/about/
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FALL 2018
PARK: Design Audit Brief This brief analyzes PARK’s organization by conducting an organizational review, brand review, design review, client review, and recommendations.
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SPRING 2019
The Right Guide This manual focuses on creating a user-friendly experience for current and potential AUS students to enhance their degree selection process, which could help them make long-term educational choices. It includes seven modes: Sense Intent, Know Context, Know People, Frame Insights, Explore Concepts, Frame Solutions, and Realize Offerings.
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Ayesha Al Hashmi +00971509622488 g00065558@aus.edu