2004-2008
2008-2011
Beginner | Design Knowledge
Work Experience
National Institute Of Fashion Technology, Kolkata
Edcons Exports Pvt. Ltd, Kol
History of Fashion Fashion Studies Lifestyle Accessories Design Garment Construction Computer Application Leather Science Photography
Accessories Designer Manager Operations -Primary Operations (HOD) -Design Facilitator -ISO QMS & EMS (Co-ordinator) -Secondary unit Factory (HOD)
2011-2013
Interdisciplinary learning | NID | Strategic Design Management Design Project New Technology Application Design Service Design Ethnography Branding & Marketing Corporate Business Design Project Principles of Management Qualitative Research Culture & Communication Design Quality Management & Value Engineering Innovation Management Design Audit
Academic Projects BRTS, Ahmedabad | Design Project ‘Manchan’ | Service Design Bhuj | Ethnography Yourcabs, Bangalore | Communication Design Beer Bar | Branding & Marketing Yobykes | Corporate Business Project Mapatok | NTADBM IINOVATE’12 UXindaia | User Experience Diploma Project: Naukri.com
IINNOVATE 2012, Hyderabad | UXINDIA
Project Brief: To identify any prevailing problems of rural India and design to cater the problem which should be self-sustained. Problem identified for the project: SANITATION
Existing initiatives Sulabh - Pay-n-use
Nirmal Bharat Abhiyan (NBA) Total Sanitation Campaign
Environmental Sanitation Institute
Housing
Women rights
Sanitation
Education Unemplo -yment
Drinking water
Electricity
Problems Transpor of rural India -tation Drought Child Medical marriage & health
Acceptance problems Sulabh : Urban community toilets Rural household toilets NBA: Bureaucratic process : Complicated and tiresome insufficient money allocation for construction ESI : Inability to transform the social beliefs
Svachch Working Model
R WATE RAIN G N I T ES HARV
Apnao ‘Svachch’, Raho Svasth GAS EMISSION
An incentivizing common toilet facility that aims to encourage the villagers to accept a sanitized way of life, by incorporating their existing lifestyle within the system. TOILET
Benefits: ŸCreating employment ŸGenerating humanure ŸTargeting to change the age-old habits ŸProviding clean environment.
LEAVES AND ASH
TROLLEY
EXIT FOR SLUDGE BIOFERTILISERS
GARDEN
COLLECTION
TRANSPORTATION
PROCESSING
SELL
SYSTEM WORK-FLOW
01
04
Installation of designed toilet
Spread dry leaves and ash on the excretion : Dispel stink
02 Awareness campaign •Posters •Confidence of Gram Panchayat •Door to door publicity
03
07
09
Urine would be absorbed by the tray : Nitrogen would degenerate the compost pile
Earthen tray placed on trolley : Pulled out and replaced with a fresh one.
The humanure would be packaged and sold at nominal price, back to the agrarian community
05
08
10
Rain water harvesting : Water for cleaning private parts and not flushing
06 Incentivize : Monthly payment @ Rs 1 per usage, in exchange of dry leaves and ash
Tanks cleaned every fortnight : Chlorine and soda
Decomposition into usable humanure in a span of 7-8 months
Humanure can be used for maize, wheat, rice
Business Model
Campaign Poster
Design Management Project 2 | BRTS | B2C
Understanding BRTS Public Private Partnership Model
DRAF T RESEARCH METHODOLOGY Primary & secondary
Secondary research Internet, News, Television, Journal, Articles Primary research Self experience Observation Shadowing Formal Interviews with experts User Surveys
FINDINGS DelineationCategorization Internal & external
SURVEY & ANALYSIS user & non-user
AMC- Project Head Funding- JnNURM, GOG, AMC Project support- AUDA, GIDB Planning- CEPT Infrastructure design Operations Information technology Marketing & advertising
Major concern BRTS running in loss 30-40 lakhs per month
Feed-backs Positives & negatives Insights User interaction
INTER-CONNECTIVI TY major finding
Infrastructure Policies Capital & man-power
Problems identified Speed Value for money Lack of inter-connectivity Status symbol Awareness
Project Brief: Design of B2C Business Systems with a focus on consumer touch points and user experience
WHY BRTS?
SOLUTIONS
BICYCLE STAND
Sustainable | Egalitarian society | Economic | Increase in standard of living CABLE CAR
BRTS MAJOR CONCERN RUNNING IN LOSS BY 30-40 LAKHS PER MONTH DUE TO INTER-CONNECTIVITY PROBLEM
CONVEYOR BELT
SIGNAGE
IDEATION PROCESS solutions for inter-connectivity problem
Practical ideas Bicycle system Feeder Auto-Rickshaw system Sub-ways Car-free day Signage Interactive menu Futuristic ideas Roller coaster Conveyor belts Cable cars Walking Plaza WALKING PLAZA
FOCUS ON MAIN SOLUTION feeder auto-rickshaw system
SWOT analysis of the idea/solution Validation of solution
BUSINESS MODEL B2C
BUSINESS STRATEGY PLAN
BUSINESS VISION
inter-connectivity
Create Value Deliver value Capture value -economic -social -behavioral
Plan Aim Essentials Desirables
Core values Core purpose Visionary goals
Defining time-line 2012 | 2015 | 2020 | 2025 Drawing Action plan Short term Mid-term Long term ROLLER COASTER
FINAL CONCEPT
FEEDER AUTO-RICKSHAW SYSTEM
METAPHOR
Service Design
Manchan
Project Brief To map various unorganized services in and around NID. Then select one such service / need and embark on its redesign/new design. The outcome of this exercise will be presented in the form of: -A poster that advertise and highlight the unique characteristics of the service -A story line, in the form of sketches, to explain its methodology -A short write up of its strategy and business model.
Stress Room service
Mobile recharge
Manch 2
Knowledge sharing
Trip planinng
Manch 1 Local convenience
Feedback on work
Scenario 1
Problems/opportunites @ NID, GN campus
solution through service design
“MANCHAN� Scenario 2
Ticket booking Mid night food service
Feedback on work
Differences: groupism
Manch 3
future plan
(a platform to share & promote)
Information sharing
Scenario 3
Art Buffet (Platform to market)
Service: Core Strength
Service: Differentiator
-Provide organized feedback -Facilitate interdisciplinary information -Platform to brand and market artists
-Branding and marketing skills -People skills -Data analysis
Scalability
-Combine 3 sub-services together -Expansion of data base of professionals -Renew the revenue model -Conduct meeting & training
Defining problem Anamika came to NID with a lot of aspirations and dreams…to learn from the various disciplines,
But her dreams were shattered when she experienced various divides on this campus… Divides ofLanguage, class, culture, disciplines, experience, hostel floor, seniority
DIFFERENCES.... DREAMS SHATTERED LAD
SDM TGD
ADM
TAD
NMD
PHD
This demotivated the young and talented Anamika…and she didn't know what to do.
Scenario 1
Scenario 2
Scenario 3
After a week in NID, our very own Anamika receives a mail announcing the start of Manchan activities for the semester. The mail invites artists to share their work for open feedback.
Mayank Joshi is a knowledge seeker. He would love to attend any interdisciplinary classes, but unfortunately he only finds about them after they are over, at informal chats around khopcha.
This feedback helps her fine tune her work and improve it greatly making her enter the competition confidently.
One Sunday, he finds a new Manchan list put up on the notice boards listing all the lectures and sessions of all departments (with their briefs) for the upcoming week.
Ritika Kapoor aspires to become an entrepreneur after NID. She has a huge collection of explorations and products lying idle in her closet. She receives a community invite to register for a stall at the monthly 'Manchan' flea market. 'Manchan' team will provide her assistance in setting up of her stall, finishing of products and their branding.
‘MANCHAN’ Service Offerings Feedback on work
Information sharing
Platform to market
Sharing on public forum Exhibit on campus Feedbacks from professionals
An information list, that displays all the classes for the upcoming week, for all disciplines on the NID Gandhinagar campus Students can plan their week ahead based on interests and idle time
A flea market format, arranged for Gandhinagar students, where students get an extra opportunity to earn through their creativity. This will also help to develop an enterprising acumen within the community
New Technology Application Design Business Model @ IIMA
Chosen Idea: MAPATOK ..hmph
Mapatok
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drunk-versation mind-map
mapatok
yak yak
Project Brief: Develop new technology application with Business model. Picking up on Turkle’s cues, our research question - Can we use technology to reduce the use of technology? - takes into account the need for social engagements, interactions and natural human actions. This gives rise to the theme for all three of our applications – “Minimizing technology by the use of technology”
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Stimulating Discussions
blah blah blah
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Combining the two concepts to Natural Language Processing and Mind Mapping gives birth to the idea of Mapatok. This application dynamically creates a mind map of a live conversation. Mapatok adds richness to conversations. Step1: Application Training
Application modes: Application Ideas
Active
Step4: Data Manipulation
Minimizing Technology by Using Technology
Mapatok
Hush
Nudge
Stimulating Discussions
Engaging Interactions
Provoking Decisions
Mapatok Modes Step2: Data Collection Passive
Step3: Data Synthesis
Interface Wireframe Design
Airtel
10:10 AM
Airtel
Airtel
10:10 AM
10:10 AM
0min. I am reduced to interacting with my friends, family back home through boxes. I literally live out of my suitcase.
Gill CS Abhi
2mins.
registering participants...
Application Training
Mapatok Business Cycle Marketing
we live inside them...we live through them...we live out of them..its interesting...
if a guy and girl move in together... their boxes are closer...the relationship dynamic again changes
Data Collection
if my box is further from urs...another box comes into the picture (the living thru the box concept...through skype, gcaht..phone)
On-line Mapatok store
if I am someone virtually lives out of box when then I don't have any relationship
if a guy and girl move in together... their boxes are closer...the relationship dynamic again changes
if my box is further from urs...another box comes into the picture (the living thru the box concept...through skype, gcaht..phone)
Topic: Boxes
Highlight Edit Rearrange
if a guy and girl move in together... their boxes are closer...the relationship dynamic again changes
Topic: Boxes
Gill CS Abhi
Gill CS Abhi
Data Synthesis
Marketing Social Media 10% revenue to Charity
Advertising other mobile apps. Dragonfly Model
we live inside them...we live through them...we live out of them..its interesting...
if I am someone virtually lives out of box when then I don't have any relationship
Business Model Development & Maintenance
10:10 AM I am reduced to interacting with my friends, family back home through boxes. I literally live out of my suitcase.
we live inside them...we live through them...we live out of them..its interesting...
press here to end registration
4mins.
Airtel
I am reduced to interacting with my friends, family back home through boxes. I literally live out of my suitcase.
Data Manipulation
Android Market
Maptok ecosystem Google Adwords
‘Pay your price’ model 90% revenue to Mapatok
iPhone app store
App redemption and installation
In app advertising
Ethnography
Secondary Research Meeting with ‘Viksat’ (NGO)
Ethnography Bhuj
et nog ra phy The scientific description of the customs of peoples and cultures. (ethnos = folk/people ; grapho = to write) It is a means to represent graphically and in writing, the nature of people and reflects the knowledge and the system of meanings in the lives of a cultural group. Location: Zikadi Taluko, Bhuj, Kachchh (Gujarat) Techniques used: •Observation research •Participant observation •Short and long Interviews •Identifying and gathering information from Informants •Focus Group Discussion •Audio/video recording •Photography
Areas to be covered Task allocation Framing questionnaires Gestalt map Time slot Gaining access to the community
Observation research Interviews Writings points Audio and video recordings Photography
Background Research
Planning
Ethnography
Field Research
About Zikadi Village map Routine Activities Gestalt map Interaction Education Space Culture and religion Livelihood Health and Hygiene Family Marriage Attire
Documenting -observation & insights into stories
Methodology
Experience & Learnings
Men’s Livelihood: transportation business
Attire: The elderly of the village have a distinguished 'White' attire.
School : All the students sit together with friends during the lunch break & have their lunch
Women’s Livelihood: Kutch handi-craft works
Attire: Traditionally a big ivory bangle was worn by women who were married at a very young age
School : expression of freedom
Refreshment: they use small plates to drink tea
Summer Internship @ Yourcabs, Bangalore
Yourcabs | Bangalore
Define the existing Business Model
Value Architecture Value Preposition Revenue Structure Team and values
Standard operating procedures
Prepared SOP for customer care dept.
SURVEY & ANALYSIS
user & non-user
Surveys conducted at -Airport -Railways station -Shopping malls -Corporates
SWOT analysis
Competitors analysis Meru Cabs Taxi for sure Olacabs Easycabs
Scope for Branding
Design briefs for Branding materials Design Branding
Strength Opportunities Customer care Reliable service Good quality of service Different payment options
Market Penetration Resource development Enhance user experience Branding & marketing
Weakness Threats Less brand awareness High dependency on vendors Drivers are under the vendors Not so defined roles & responsibilities
Growing competition Change in Govt. rules Stakeholders
Value Preposition: Customers Power to choose Response to Queries and Support Service Assurance and reliability
Survey Sending confirmation very late/just before journey
Others
Refusal for short distances Urgent need of transport
Last min cancellation/no -show Slow response in call center
Travel during odd hours
Rash driving To avoid traffic / parking hassles
Respondent driven inputs: Punctuality
Special Occasions
Payment through card
female Outstation travel
Total Female
Metering & billing
male
Male
Driver manner & behaviour
Driving after drinking
Driver knowledge of issues like punctures Driver knowledge of language
Group Travel- Big Vehicle Requirement
Driver knowledge of routes
Bad Weather
Car newness Car cleanliness
Airport Transfer 0
50
100
150
200
Accessories in the car
250
0
Promotional strategy | Number of people who opted
Billing preferences
20
40
60
80
100
120
140
160
Booking modes preferences
Print 12%
9%
Radio Hoardings, banners and leaflets
7% 0% 22%
4%
Fixed Price 28%
Ads on web(google, sulekha, make my trip, just dial, yatra.com)
Both Phone & Online 22%
SMS 8%
Email Yellow pages 19%
19%
word of mouth social networking sites(FB. linkedin)
Meter based 72%
Phone 78%
welcome To, .................................................................. .................................................................. .................................................................. ..................................................................
Mr. Rajat support@yourcabs.com 080 4447 2227 No.92/3, Marathalli, Outer Ring Road, Adjacent to Home Town, Bangalore 560037
12.5 inches X 10.5 inches
080 4447 2227
Marketing & Brand Management
Beer Bar
Project Brief To take any product or service or mix of both (B2C) and define the core benefit which the business is offering to the final consumer. Apart from the core benefit of the business, also define the target market, consumer profile, business strategy, PLC, competitors, brand personality, brand essence, brand identity and brand communication.
Hospitality | Beer bar
Business Concept
Why?
Market Data
Competitors
Plans
Business offerings
Marketing Strategy
Branding
Business Concept
Business Concept: A Club for BEER A “CLUB� is a place that promotes association, fellowship and social interaction + it enables membership
Why?
Beer is the world's most widely consumed alcoholic beverage and third most popular drink overall, after water and tea. The key consumers of beer are mainly college-going young adults and professionals aged between 18-50 years who consider it more fashionable to drink beer than consume brown spirits. Also there has been a dramatic increase in young women aged between 20-30 years drinking beer due to the gradual lifting of the taboo.
Source: www.sabmiller.in/
Plans
Establish a culture for beer drinking for fun & socializing Provide a platform to people who want to share their passion Set up beer clubs in large metropolitan cities Serving premium and handcrafted beer having certain kind of tastes Bring different varieties of beer from all across the world Long Term Plans Expand to establish set of micro breweries to get fresh beer Develop a brand of beer
Target Customer Professionals who pursue their passion Adventure travelers, bike riders, musician, fine artist BOTH; Out goers and loners Sports enthusiast People who love interacting on face to face and not through Facebook Students Legal Clause The legal drinking age and the laws for sale and consumption of ....alcohol vary from state to state Allowed @ 18 : AP, Goa, HP, Karnataka, Rajasthan, Sikkim Allowed @ 21 : Almost all States
Brand Identity
Brand Personality Beer is the best way to celebrate good times Beer brings refreshing mood Beer is associated with being sporty Beer drinking together, enables free communication It is in trend to have beer than other spirits Beer doesn't slow you down
Brand Essence CHILLED OUT & HAVE FUN
M u stBeer a
Building relationships through beer
mustbeer | mastbeer
Branding
Corporate Business Design Project | Yobykes, Ahmedabad
Yobykes | ELECTROTHERM
Methodology
As a Design Management consultant
Understanding the context of EV
Overview
Research
-Company -Brand YObykes
-EV market -Challenges faced by EV -Market trends -Competitors
Understanding the Business Model
Analysis
Recommendations
-Market data -Market share -PEST -Visual merchandising -SWOT -Background mapping
Visual Merchandising Marketing
Background Mapping Electric vehicles are considered as highly economical particularly when mobility is within the city or mobility for lesser distance. They provide similar level of comfort. Due to low awareness demand has gone down and the market has not been able to mature enough to take on performance based vehicle. The current focus has been towards gaining maximum running efficiency. Because of cheap Chinese exports during the introduction phase of EVs, the market was flooded with poor products and brand. This created a bad impression for the whole market of electric vehicle. Consumers are not buying electric vehicle as a substitute to their preferred mode of commuting but rather as an additional way to commute.
Yobykes models
Competition Analysis Yobykes
Hero Electric
Oreva
Avon
Road Map to develop EV Market
Others
Yo Spark
Fuel Security Impacts
Global Perspective
28%
Yo Spark
Stake Holder’s Inputs
42%
Yo Spark 19% 5%
Electric scooters accounted for about 1% of the Indian motorcycle and 2-wheeler market in 2009 at about120,000 units. The market is expected to grow to about 320,000 units by 2012.
Consumer Research
Global Technological Evolution
6%
YO Electron Major Electric Two Wheelers Brands | Market share in 2011
YO EXL
Product Life Cycle
Challenges Facing Electric Vehicles
Energy and Power Density
Battery Charging
Lifetime Performance
System Costs
TRENDS Electric bikes are spreading like wildfire in China and are catching on in parts of Europe as well. The latest Giant, with lithium ion batteries In the Netherlands, a third of the money spent on bicycles last year went to electric-powered models. Government of India has started aggressively working on developing ‘National Electric Mobility Mission Plan’
RECOMMENDATION1
Go Yobykes Go Green contact local dealer: 0989898989
Save your city
contact local renter: 0989898989
Marketing Recommendation Tap tourist places like Goa, Diu, Agra, Jaipur etc through two-wheeler local renters -Identify two-wheeler renters -Give the proposal -On acceptance of the proposal supply bikes (minimum 10 bikes) -Advertisement through hoardings -Install service stations -Take user feed-back Benefits Pollution of the tourist place will be reduced Cheaper deal for the tourist. People from different places will get an opportunity to experience
Experience YO ride and keep your city green
Thank you for your gaze and attention!