Design Strategy Photography
PORFOLIO by Erik Andrade
erikdavid.123@hotmail.com
Hello there, thank you for taking a look at my portfolio. I’m Erik Andrade, born in Bogota, Colombia. After finishing high school I decided to star studying Industrial Design at the Universidad Jorge Tadeo Lozano in Bogota, after finishing I wanted to learn more about Packaging design so I got a Certificate in Design and Packaging Development; I studied Photography and then I moved to Milan, Italy to start a Master Degree in Strategic Design. This is a reel of the work I’ve done as an student and professional designer and photographer.
Erik Andrade
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
[INDEX] Strategic Design
INDUSTRIAL DESIGN
GAME DESIGN
ACADEMIC WORK
PHOTOGRAPHY PORTFOLIO
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
KMPO HACKATON // FINTECH challenge BRIEFING
The project: Designing a tech centered service strategy to leverage the financial inclusion in rural population. By developing specialized services that gather information from possible financial services users, particularly in rural areas.
“Reto Fincluimos was a hackaton sponsored by “La Banca de Oportunidades”, “El Grupo Banco Mundial”, “La Superintendencia Financiera de Colombia”, the Swiss Embassy in Colombia and hosted by Zentrifuga. Attemps to enforce the financial technology services in Colombia by boosting service design, strategic design and software development ideas. STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
KMPO WORKSHOP // RESEARCH AND ANALYSIS
RESEARCH
ANALYSIS
Research information was given by the mentors and guides, in order to accelerate the ideation process. And several researches already done by different private and public institutions were delivered.
1) Affinity diagramming was used to group the team’s insights and observations. 2) Business Model Canvas development. 3) Value Proposition development
48%
of the rural population doesn’t have access to financial
services.
HIGHEST
reason for a bank to approach rural areas with offices and cash machines is the high fixed costs of maintenance and transportation.
HIERARCHICAL
confidence between rural leaders
and social interactions.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
KMPO WORKSHOP // VALUE PROPOSITION AND PROPOSAL DIAGRAM
VALUE PROPOSITION
SYSTEM MAP
KMPO, is an analog/digital system that connects potential rural users with different financial institutions and gives the possibility to offer different credit options of financial services based on on-line and off-line data collected and transfered by a specialized rural leader.
ONLINE
KMPO
ONLINE
AS
O C I AT I O N S
S T. FIN A CIAL N
M
S T. IN
R
AN M
O
O
R
O C I AT I O N S
MIC
AS
INE - OFFLIN L N
E
O
Alert
FIN A CIAL N
Visita presencial XP
E
ER T LEA DE
R
XP
E
R
B U SIN ESS
MIC
RU
AL
elivers Information
IN
ONLINE
B U SIN ESS
KMPO
InterviewD Supervision GarantÃas Mobiliarias
ER T LEA DE
R
ONLINE
INE - OFFLIN L N
E
O
AL
R
OFFLINE
RU
STAKEHOLDERS
AN
OFFLINE
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
MERCATO METROPOLITANO WORKSHOP // COMPANY BRIEFING
The project: Designing a strategy for exporting an italian market food hall oversea. This project involves an active sinergy between branding, user research, communications, event and experience design.
“MM is an innovative retail concept dreamed by true artisans, a local food market with an international reach, offering the best italian and local food specialities and unique social experiences to its customers, having always people, social responsabilty and enviromental sustainability as top of mind. STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
MERCATO METROPOLITANO WORKSHOP // BRAZILIAN FOOD CULTURE
EATING HABITS
SOCIAL BEHAVIOUR
what
ways of serving food
Usually smaller than the lunch, the dinner can be based on rice, beans and protein [meat or eggs] or just a café au lait, bread, cheese and cold cuts As seen before, dishes eminently differ from one region to another.
health + fitness
Along with the regular “à la carte” way of asking for food, there are two other ways that are daily present in the life of brazilians: /// Buffet by weight: the customer takes her own food, weight it at the cashier and pay for it. /// Free buffet: the customer takes her own food and pay a standard fee at the exit. /// “Churrascaria way”: here the customer has a free buffet for part of the food and others [in the case of churrascarias, meat] will be brought to the table. A standard fee will be paid at the table. At the photo, you can see a traditional churrascaria.
In Brazil, people often care about fitness and health. The country is the second on number of gyms in the world, after USA. And it is expanding. From 2007 to 2010, the number of gyms doubled.* Along with the growing fitness market, the demand for health food and services that can make fitness funnier or more effective are very welcome.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
MERCATO METROPOLITANO WORKSHOP // LOCATION ANALYSIS and blue ocean strategy southeast [option a] POPULATION*: 85.115.623 GPD/CAPITA**: 1.035,08 TOURISTS’ BEDS***: 278.896 NOTES: Brazilian economical center. Cities are big and social demographic is high. Tourism is also strong on different types [urban, cultural, historical, nature and more]. Traffic jam is critical and urban criminality are high.
Parking
Infrastructure
Mercado Municipal (SP) Mercado Municipal (PR)
Eating facilities
Branding
CEAGESP (SP) Mercado Municipal (BH)
Price
Fresh products
Mercado Municipal (RJ) Feira Livre (BH)
Food range
Beverages range
Pão de Açucar (SP,RJ)
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
MERCATO METROPOLITANO WORKSHOP // PROPOSED CONCEPT SERVICES
restaurant and bar The two brazilian ways /// Buffet by weight /// Churrascaria style
learning /// /// /// ///
Fitness Dancing Cooking Farming
market /// Brazilian products
awareness Storytelling and tutorials /// MM Magazine /// MM video channel /// MM Packaging
leisure /// /// /// ///
Soccer + Futvolei fields Barbecue area Kids playground Health/fitness area
reaching people /// /// /// ///
MM praieiro [kiosk] MM praieiro [trolley] Vertical MM Mini MM
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
MERCATO METROPOLITANO WORKSHOP // PROPOSED system map mm system: Interactions among channels Each channel creates awareness about the whole MM system The branding is kept consistent and one channel reinforce another
Awarness
Arrival
INDOOR
MINI
OUTDOOR
Entrance
MINI
Bread factory
Restaurants
Beer
Wine
Market
Restaurants
Bar
Fruit/Vegetable Market
Open cinema Ferrice wheel
Farming store
Store Pre-paid card
AWARENESS
REACHING PEOPLE MINI
Scuola
MARKET
Machine
RESTAURANT & BAR Chairs tables
Chairs tables
LEISURE
LEARNING
Exit
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
THE FARMER’S PICNIC HOST THINKING 2015 CONTEST // RESTAURANT PROPOSAL
Customers hands-on with food in this concept restaurant for the Hosthinking Contest 2015; a space to combine urban gardening, sustainable practices, quality food and relaxing moments. “The Farmer’s Picnic” is a natural space where customer cultivates and harvest it’s food, followed by an delicious organic zero km food,cooked for the custmer in a picnic spirit style.
SERVICE SYSTEM MAP FARMER’S PICNIC
Location: Milan, Italy
SERVICE EXPERIENCE
FARMER’S PICNIC
Inc
Inc
HARVEST & PLATING EXPERIENCE
MONEY
MONEY
RAW MATERIAL
VEGITABLES
How does the emotional connection with food and knowledge is represented?
FARMER’S PICNIC Farm
LABOR
Emotional relation is enhanced after the cosumer changes its common role to start a farmers role.
- FOOD
RAW MATERIAL
FOOD SUPPLIER
FRUITS
FOOD
How the restaurant creates customer loyalty?
MONEY
Inc FARMER’S PICNIC
CUSTOMER
Restaurant
MONEY RAW MATERIAL
MEAT
MONEY
The consumer gets it’s own space (plant) at the farm, it’s a personal external place in with which he is not only emotional but physically linked.
How the farm and the suppliers complement the materials for cooking?
RAW MATERIAL
Inc MONEY
FISH
On which trends does this company focus? - Private gardening and Farming | Education - Organic food - Zero kilometers food
POST SERVICE HARVEST RECALL AWARENESS
POST EXPERIENCE
The Farmer’s Picninc “Farm” becomes an element to provide the experience on user, not a food supplier itself, instead, we outsource the large amount of food the restaurant requires to satisfy clients.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
THE FARMER’S PICNIC HOST THINKING 2015 CONTEST // RESTAURANT PROPOSAL
Customer Journey at the arrival of the user inside the harvesting and dinning area.
Harvest and cultivate zone offer.
The design process was conducted by 6 students from different backgrounds the Politecnico di Milano and all the steps and methodologies are the following: - 4 steps iterative design methodologies, which start from research phase, analysis,synthesis, to the end of development. - Use of gantt chart with several mile stones in order to share the whole schedule with team members. - In trend (Blue sky) analysis, we have researched relevant trends in which customers enjoyed new types of experiences and values. - we have conducted field observations in real contexts in HoReCa industries. Here, we have kept in minds that what people were coming in the shops, how customer journeys were, what the key points were in physical evidences, how the services affected customer satisfactions. - Benchmarking - Scenario building - For outcome, Branding map, system map and Service blueprint
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
THE FARMER’S PICNIC HOST THINKING 2015 CONTEST // RESTAURANT PROPOSAL
Customer orders the dish and harvest the ingredients before giving them to the staff who is going to clean and transform this ingredients into a dish.
General Picnic area.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
VERALLIA / SAY IT WITH GLASS
ITALY // DESIGN THE NEW JAR
Developed for glass manufacturer Verallia, this project aims at renovating the company’s jar line creating new concepts for sweet confectionary. Due to the constraints, both technical and economic, related to the production and marketing of a basic product as the jar is, we tackled the brief from a more strategical perspective. We thus went beyond shapes and physical features, by adding to mere product design new insights from user and trend research and addressing the very symbolic meaning of the object as well as the brand proposition and values.
METHODOLOGIES 1. Research Brand briefing, market and business model analyses, trend research
2. Observation
3. Ideation
4. Prototyping
Rapid ethnography, internal tests of usage of jars and descriptions of contexts of use
Defining area of intervention, scenario building
Modelling and “mockupping” to give life to concepts
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
VERALLIA / SAY IT WITH GLASS
ITALY // RESEARCH
Understanding the company, the brand, the tone of voice, their values Numbers of the brand 3rd brand
ITALIA
770. 000 glass tons
6 factories
the amount of recycled material used every year to produce new containers
0 waste
3.2B bottles and jars
HONEY JAR LIQUEUR
Intensity of consumers’ association with the material
Volume
OIL BOTTLE
Design Genuinity Variety
High
Mental Map of the company
Environment
Recycle
Medium
Innovation
Low
Customisation
Product level Cultural level
Commitment
Bormioli.Rocco iconic product line “4 stagioni” and “fido” yield the company a strong grasp on the italian consumer’s mind, for whom the company is synonim of specific culinary habits Complementary product manufacturing
B2B High
Medium
Product scope
Brand equity here stands for the visibility of the brand in user’s mind. Verallia’s bespoke reputation amomg its B2B customers is not preventing teh company from being relatively unknown in the B2C market
Design variety
High
Sustainability
Medium
Product system
Low
O-I gro u
Ardagh
Bormio
Advanced glass Manufacturing technology and processes.
Complementary product manufacturing (lids, locking..)
p
Customisation (pattern&shapes)
li Verallia
Low
Innovation landscape To see the whole project, please go to this link: https://goo.gl/1gCBlT
Worldwide presence in proximity of B2B/B2C clients
B2B & B2C customised services offerings
Iconic product lines
Brand Equity
In the food&beverages packaging market,the product scope measures how mcuh a company is focused on glass, or it exploits differnt materials
Tradition
Transparency
Drink
Very High
-high % of recycled glass -water recycling systems -reduced noise pollution -methane and fuel oil
11 color hues BORDOLESE BOURGOGNE
Food
Hygene
Product variety
products
Technology
High Medium Low
specifically conceived as hotbeds for design sperimentation , aimed at preempting new market trends and exploring fresh opportunities
The company’s focus on sustainability is embodied in a strict code of cunduit:
produced in 2011.
Decoration Heaviness
Degree of given importance in the brand strategy
Verallia labs
plus 10 furnaces, 3 recycling plants and 2 innovation labs
1100employees
1400
Vintage
in the food and beverages glass packaging
Core Processes
Enabling Processes
Product Service System
Product Performance
A large variety of offerings for customers (B2B/ B2C) along with personalised services
Services
Channels
Brand
Customer Engagement
Business Model
Value Network
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
VERALLIA / SAY IT WITH GLASS
ITALY // OBSERVATION
After research which can be seen in total in the link in the bottom, the following phisical outcome where designed. Market analysis
Product test
Product analysis
VALUE PROPOSITION
Jars are standarized specially in terms of shape and basic performance. In each case of jam, chocolate and honey. There seem to be a few number of examples of jars that try to distinguish they value from an emotional point of view.
Emotion
MORE THAN 20 CHOICES FOR EACH PRODUCT CATEGORY
Performance
3 TO 8 CHOICES FOR EACH PRODUCT CATEGORY
Function
AROUND 20 CHOICES FOR EACH PRODUCT CATEGORY
Form
STRONG
UP TO 15 CHOICES FOR EACH PRODUCT CATEGORY
STANDARD
PREMIUM
JAM
MEDIUM
PREMIUM
STANDARD
CHOCOLATE
WEAK
STANDARD
PREMIUM
HONEY
We analysed 3 companies for each, Premium and Standard supermarket. Premium: Eataly, Natura, Rinascente / Standard: Carrefour, Esselunga, Simply.
Almost all types of jars are standarized in order the clients to get some advantages in terms of logistics, production, transportation and price. There are few examples of jars trying to allow the users to get aditional value. Texture
PRODUCT SHAPE
No texture
Convergent No - Convergent
Straight labeling Body labeling
Symetric Asymetric STRONG MEDIUM
STANDARD
PREMIUM
JAM
PREMIUM
STANDARD
CHOCOLATE
PREMIUM
STANDARD
HONEY
WEAK
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
VERALLIA / SAY IT WITH GLASS
ITALY // IDEATION
After research which can be seen in total in the link in the bottom, the following phisical outcome where designed. User journey analysis and opportunities for Jar design.
Scenario building
USER JOURNEY // CHALLENGES + OPPORTUNITIES FOR JAR DESIGN phases
GETTING Finding it in the market
user experience
FUNCTIONAL
USING Evaluating and choosing
FINISHING
Transporting
Storing
Accessing the content
Accessing the last content
Disposing or re-using
Annoying [it’s hard to walk carrying groceries]
Neutral
Happy [she’s having breakfast]
Annoying [sometimes it is difficult to reach all the content and every corner]
Bad [because she is dealing with waste/trash]
In love
Happy [she’s having breakfast]
Sad [“there’s no jam anymore”]
Satisfied
modular durable multitask
efficient personal connective
YOUNG // MARTINA, 21, student Confusing [sometimes it’s difficult to find the right shelf]
Neutral
THE POWER OF TOOLS
COUPLE // MATTEO, 30, dentist // ANNA, 32, vet Inspired
Satisfied
Neutral
PERFORMANCE
PRACTICITY OF LIFE
exclusive selective iconic
EMOTION
evocative inttimate artistic
FAMILY // FRANCO, 40, sales manager // GIORGIA, 38, teacher // CELIA, 4 // LUCA, 3 // ANGELA, 0.5 Happy [it’s a family moment] Cautions [they are taking care of the children]
Careful [due to products characteristics]
Neutral
Neutral
Happy and fulfilling [for spending leisure time with family]
Annoying [sometimes it is difficult to reach all the content and every corner]
Annoying [sometimes taking off the label is very difficult]
MUSCULAR BEAUTY
ICONIC SYMBOLS
FORMAL
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
VERALLIA / SAY IT WITH GLASS
ITALY // PROTOTYPING
Concepts developed after analysis and scenario building where four, The Spoon Saver, The Stamp Jar, The Lighthouse and Honey Pot. Spoon saver and the Stamp Jar where finalists in the Facebook contest of Verallia.
The Spoon Saver
The stamp Jar
An intuitive solution for placing a dirty spoon withouth ruin teh tablecloth.
A second life of the product for a playful experience while baking. Emotions and childhood memoires come into play. The shape is studied for the ergonomy of pressing the jar on the dough.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
DOT DOT DOT / INTERACTION DESIGN WORKSHOP
SHOEmotion // PROTOTYPING
Comes from the imaginary idea of understanding the personality of a shoe; by color, by shape, by performance and even by brand. Understanding this information is possible to give some attributes of desition to an unanimated object, by using external information, such as weather, habits of use, social networks, etc.
A pair of shoes represent: AT&T
PERSONALITY - Color - Shape - Performance - Brand
EMOTION - Place - Weather - Activity - Time of use - Season
PREESTABLISHED INFORMATION
KNOWLEDGE
INTELLIGENCE
- Data from other shoes - Data from the owner - Calendar - Facebook - Whatsapp - Email - Habits
-Learns from other shoes - Modify preestab lished information - Learn use habits - Predict user behavior - Own social network
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
DOT DOT DOT / INTERACTION DESIGN WORKSHOP
SHOEmotion // PROTOTYPING
:(
:O
:)
Data exchange between shoes helps interaction between user and shoes.
Adding sense of personality with Artifi cial intelligence algorithm helps to simulate need od comunication -and parter ship between unanimated objetcs (shoes)
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
DOT DOT DOT / INTERACTION DESIGN WORKSHOP
SHOEmotion // PROTOTYPING
Select your shoes
AT&T
Software used for the development of this prototype. - Arduino - vvvv software - MIP App Inventor Select where you are going With the help of external data, such as weather, information of shoes and information from social networks.
AT&T
AT&T
AT&T
TO WORK CATALOGUE INVITE SHOES
Im comming!!
TO SCHOOL
Take me!!
TO THE SUPERMARKET
Take me!! ASK FOR AN ADVISE
SHOOPING
GIVE ME A CLUE !
PARTY
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
Yogen fruz / shop design
colombia // Planning, modeling and Rendering
Planning with graphic and production team the opening stores in Cartagena, Colombia for Yogen Fruz.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
ALCON / TEMPORARY ARCHITECTURE
colombia // SCENARY DESIGN AND VIP ROOM. GLAUCOMA COLOMBIA CONGRESS
Planning coworking with the graphic and production team the Congress for Alcon.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
ALCON / TEMPORARY ARCHITECTURE
colombia // SCENARY DESIGN AND VIP ROOM. GLAUCOMA COLOMBIA CONGRESS
Planning coworking with the graphic and production team the Congress for Alcon.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
ALCON / TEMPORARY ARCHITECTURE
colombia // SCENARY DESIGN AND VIP ROOM. GLAUCOMA COLOMBIA CONGRESS
Planning coworking with the graphic and production team the Congress for Alcon.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
ALCON / TEMPORARY ARCHITECTURE
colombia // Stand design for oil and gas fair for argentinian embassy
Planning coworking with the graphic and production team the Congress for Argentina Embassy
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
AUTECO/ GAME DESIGN
colombia // PLANNING AND DEVELOPMENT OF TABLE GAME FOR AUTECO
Product design development coworking with the production and graphic design team. 2000 thousand copies were printed in Colombia.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
disney colombia/ game design
colombia // PLANNING AND DEVELOPMENT OF TABLE GAME FOR DISNEY
Product design development coworking with the production and graphic design team. More than 5000 thousand copies were printed in Colombia and distributed in South and Central America
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
ACADEMIC WORK/ PRODUCT DESIGN
colombia // SELF CLEANING STATION FOR KIDS IN RESTAURANTS
Planning coworking with the graphic and production team the Congress for Alcon. HYGIENE Hygiene
Stand by
re St
ni ng lea C
st
Ea t
er rd O
Ta bl e
Re sta ur
St
re
et
an t
Bacteria Dust Bad smell
et
Game
Re
CLEANING
Hygiene
Independent
Temperatura
Propiedades
Gas Liquid Solid WATER
Temperatura del vapor de agua / altura
Stations High Temperature
Medium Temperature
Adults USER
Kids
RESTAURANTS
Games Before and after eating
Hygiene Before and after eating
Water Cicle Condensation Saturation
LowTemperature Condensatión
Medium Temperature Tolerable
HighTemperatura Evaporation
45° - 55°
Tolerable
Kids
Reuse 55° - 70°
Las escaleras mantienen el juego en el niño
Adults
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
ACADEMIC WORK/ PRODUCT DESIGN
colombia // SOUND SYSTEM FOR BANG & OLUFSEN
Support system for feet when watching, listening and feeling a movie, a concert, tv or your favourite music.
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
Sensaciรณn of vibration
Sensaciรณn de vibraciรณn
Transported of vibration throught solids
Vibraciรณn transportada Apoya pies Footrest
Subwoofers
Vibration
Vibraciรณn
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
PHOTOGRAPHIC PORTFOLIO flickr.com/photos/kiwi-photo
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
PHOTOGRAPHIC PORTFOLIO flickr.com/photos/kiwi-photo
STRATEGIC DESIGN | INDUSTRIAL DESIGN | PHOTOGRAPHY
GRACIAS THANK YOU GRAZIE Contact info: Erik Andrade erikdavid.123@hotmail.com