2020
Service Design portfolio
MARIANA ESCALANTE R.S. escala11arq@gmail.com +52 56 20 72 01 32
2020
LETTER TO THE FUTURE Hello, my name is Mariana. Space, service and experience designer. (with a weak spot for aesthetic.) I´ve lived in Milan, Madrid, and Mexico. I have a passion for discovering places, people…insights. I love connecting the dots and see where possibilities can lead you, I´m also trustworthy and a team player. As a citizen of 2020, I can say cities are vessels for freedom and possibility. Technology has become a source of infinite possible dimensions. Our world is now full of interactions, some of them take place on fiscal spaces while others appear to be intangible, almost invisible, but extremely significant.
Services are now one of the main channels in which we interact as a society. We move, eat, learn and talk though service-oriented platforms. Services are also increasingly used as tools through which we discover ourselves as individuals: what we like, how we like it. Whether you are a costumer or an employee, the service economy is here to change our lives. My goal is to innovate within this complexity, creating ecosystems that accelerate the potential of humans. I'm passionate for designing engaging spaces, context-aware services, and powerful experiences. I do this with a curious and user-centric approach.
Mariana Escalante
EDUCATION Poli.Design. Milan. 2019-2020
Service Design master Universidad Iberoamericana. Mexico. 2011-2016
Architecture Bachelor
Colegio Imagen Publica
Environmental Branding Service Design Mexico
Service Design Introduction
(Thesis Distinction)
Jumex Foundation
Politecnico de Madrid 2013-2014
Revitaliza consultores
Exchange program architecture
PROFICIENT IN Strategic design Design Thinking Digital Products New business Interior design Event production
2020
EXTRA COURSES
Theory of space and place Leed Architecture principles
SKILLS Software
Soft Skills
Languages
Office suite Adobe suite Autocad Sketchup Revit
Team work Creativity Empathy Problem solving
Native Spanish Fluent English Basic Italian
Mercadoni
Service Design Works
Doula Support for new mothers. Service Design for new business.
Ă steri Mediterranean food restaurant. Concept design for a new business.
Experience-Lab Inspiring a social housing community. Service Design for co-creation
Twill-Will Digital logistics startup Service Design for growth .
2020
Grocery delivering startup Service Design consultancy project.
Timeline
OBLO
PROFESSIONAL EXPERIENCE
Service Design research 2020
STRATEGIC DESIGN Freelance Projects 2018-Now
ROLDAN ARQUITECTOS Architecture. Project Manager 2016-2019
LUIS BARRAGÁN Architecture. Drafting. 2016.
ONFITNES Milan • Jan, 2020
Interiors. Brand manager. 2015.
CREATIVO 33 Events. Event producer. 2012-2019
BLEND SHOWROOM Interiors. Sales. 2013.
Mercadoni We do it for you
Project:
Service design consultancy for a startup.
Context:
Mexico City. Service design workshop Real case study project. 2 months
Tools used:
Secondary research, one on one interviews, evaluation matrix, archetypes, personas, what if, service image.
Challenge:
Choosing a design a strategy that helps improve sales.
1. Design Process This project consisted on determinating a strategy to help improve Mercadoni's service. With the help of an intensive reserch, we were able to experiment the service and allso get a lot of insights thanks to the interviews conducted with the delivery staff. Thanks to this first discovery session, the team and I concluded that it was essential to help the service mantain their initial value proposition: Deliver groceries in less than two hours from the booking moment.
Mercadoni
Quantitative Analisys results:
2. Solution Back to basics. To meet the value proposition, we designed a strategy that would help the logistics and operations team improve their revies and time frame for delivery. This idea came from understanding that users were more satisfied with the service, depending on how far away the supermarket they were. This gave us the input to create a strategy for improving the service neighborhood per neighborhood. How it works: Delineate area Work on developing the area to its full potential Once the right metrics are met, escalate to the next area We named this process “circle centers” -- a way of continoulsy prototyping the service to get to their best methods and practices. As a secondary solution, fast tracks were also proposed, explained below. Mercadoni
Mercadoni Fast-track Make a deal with the supermarket to provide a specialiced lane exclusively reserved for delivery based purchases. "Paying process is one of the most umpredictible factors for delivering the products on time." -Mercadoni delivery man.
We presented the results of our analysis to the co-founder, marketing director, and operations director and to a panel of service design professionals.
Lessons Learned
The feedback received was that a fast track lane would involve a lot of negotiation between Mercadoni and the supermarkets. However, based on our insight that clients living closer to supermarkets were less satisfied than those living further, we suggested Mercadoni focus efforts on potential clients that are closer to supermarket. They agreed that this would be an opportunity to increase satisfaction levels on a substantial amount of people.
Mercadoni
My Doula
My Doula PRACTICAL & EMOTIONAL SUPPORT FOR NEW MOMS
Project:
Service for mother's to be.
Context:
Milan, Italy. Design Lab, Poli.Design + H-Farm. Ongoing
Tools used:
secondary research, one on one interviews, ecosystem map, journey map, business model canvas, co-creation sessions and workshop.
Challenge:
Design a service that accompanies women in the process of becoming a mother.
1. Design Process In the contect of a service design lab, an international team and I decided to Design a new service that enhances the experience of becoming a mother. This project aims to bridge the gap between the Italian National Health System and new mothers by providing emotional support in continuity with the pre-established medical figure.Â
Doula
Key values infographic + ecosystem map
2. Solution Continuity and communication The service aims to take existing Doula organizations, communities of certified women that help mothers pre, during and post-birth, and insert them inside the structure of a private medical institution. Our service will guide mothers to understand different perspectives and educate them on their options regarding birth methods, lactation strategies, nutrition, parenting, post-partum depression among other topics. With the help of a platform, the service will allow communication, sales, and useful information between mothers, doulas and obstetricians. The business model is a B2B service, where private clinics will hire the service as part of their medical offer, the revenue streams come from hours booked with each Doula.
Doula
User personas Elena
Loredana
Camila
Francesca
Obstetrician. 42. Busy lifestyle. Works in private / public hospital. "I'm uncertain that all Doulas are proffesional"
Doula. 35 Uncertain schedules, freelance. Works based on client recomendations "Women should have all information regarding their pregnancy journey."
Working mother. 46 Full time Lawyer Single Mother of 2 kids, 5 and 7. "Having a Doula was like having a guardian angel, I recomend having one to every new mother "
Mom to be. 34 Freelance Graphic designer. New mom, no family around. Married. "I don't know what a Doula is"
User Journey
User flow / Wireframes for online platform
Doula
Graphic Design look and feel
Results Lessons Learned
The results of this project are currently ongoing. So far, we have conducted insightful interviews with many of the stakeholders: mothers in Milan, Doula associations, Obstetrics and private clinics representatives. We have started the co-creation of the service by incorporating Doula's, mother's and doctor's opinions regarding the service. The ux design of the platform is currently on-going, as well as the usability tests to the selected target. The feedback received from the mentor panel has been to further explore the best solution for a business model that addresses the interests of all our key partners.Â
Doula
Ă steri
A good taste constellation
Project:
New restaurant development.
Context:
Mexico City. Mero Mole agency design challenge for hiring. 2 weeks
Tools used:
One on one interviews, secondary research, Research safari, personas, brainstorming, prototyping iterations, service image.
Challenge: Understand market necessities and develop an innovative restaurant concept.
1.Design Process Design a new restaurant concept that addresses working professionals in Roma neighborhood, Mexico City, Mexico. This project was meant to design an original yet viable solution for a new restaurant business. The process involved creating a benchmark of existing options in the neighborhood and interviewing customers to understand their preferences, habits and pain points of the middle working class of the area to create an innovative concept.
Ă steri
Zonification infographic
2. Solution Fast food meets Cozy The results given by research proved that users had a stressful part of their day when it came to deciding where to eat because they could only find the combination of two of these three elements: Healthy / Satisfying / Affordable. They also looked for a comfortable environment that allowed socialization and occasional workspace. This was the main driver that led me to talk with foodies and develop a concept of ready-made lunch boxes, inspired in Mediterranean food. This allowed a dynamic in which people can easily choose their food with the option of diverse sitting formats. To complement the business model, a healthy product store was proposed inside the restaurant, allowing extra cash flow into the relatively inexpensive visit. Ásteri
Ă steri
Interiors
Asteri -- star in Greek. The concept of this restaurant celebrates ancient traditions on connecting the study of the sky with harvest seasons.
Results Lessons Learned
The proposal combines a fast casual dynamic with a "slow food" healthier offer. The interiors were inspired by neutral tones with occasional pops of color, greek iconography, and a mobile centerpiece to make an illusion of the moving cosmos. The goal was reached: sixty seating spots and a value proposition that could sustain an average ticket of 10 euros. The main feedback was about the food product store, which was set in the upper part of the restaurant, this is not the best for visual merchandasing and therefore was seen as a possible improvement.
Ă steri
Experience-Lab
Experience-Lab Inspiring community
Project:
Social Housing Intervention
Context:
Milan Italia Milan City Counsil / Poli.Design / HouseLab 1 week
Tools used:
On-site research, observation. Personas, case studies, Brainstorming, Lego Prototyping, Newspaper, and video prototyping.
1.Design Process
Challenge: Design a community space service that engages the neighbors inside a public housing complex.
Milan Resilient city office asked the students of Service Design master to propose service concepts that would help as a tool to inspire co-creation workshops with the main stakeholders of social housing complexes. The insights found thanks to research talked about four major areas of opportunity: Integration of differences, Space for a better lifestyle, creation of economic benefits. Perception and Identity.
Experience Lab
Quantitative Analisys results
8.36% 0-14
4.69 % 15-18
23.50 %
32.90 %
19-45
+65
Council Social Housing Age Groups
Competition as community builder. We needed to create a service that was able to invite citizens inside the social housing public spaces and re-integrate them into the city. We needed to find a way to break the cycle of loneliness and disconnection felt by many of the inhabitants of these complexes.
30.55 % 45-65
Council Social Housing Households per unit
1
2. Solution
2
3
4
5
5+
Housing Estates in Europe: Poverty, Ethnic Segregation.. Danel Baldwin
What if Competitions between social houses helped create a sense of belonging? Experience Lab is a service managed by the Resilient City council. Promotes the creation of competitions between social housing complexes. Experience managers are neighbors of the same buildings hired and trained to inspire and facilitate the realization of these events. Launch calls for neighbors self-organized competitions. Provide channels for interactions. Assist in team building. Experience Lab
Prototypes Experience Lab
Results Lessons Learned
We thought about competition as a way to unleash a sense of identity, a tool for team building and meeting new people. Competitions are set for people to have fun either by participating or cheering their team. We see this service as an excuse to create the grounds of companionship and collaboration. The outcome of this project was quite successful, it came as a scalable and feasible way to address one of the main issues regarding social housing in Milan. The service concept along with the prototyped scenarios will be exposed to the neighbors of the social housing community as a tool to co-design similar initiatives within their interests.
Experience Lab
TWILL Shipping made simple
Project:
Twill-will. Digital shipping service
Context:
Milan, Italy Twill app from MAERSK 2 weeks proposal
Tools used:
One on one interviews, secondary research, Oportunity canvas, brainstorming, service prototype.
Challenge: Engage with small and medium business to increase their maket share in iItaly.
1.Design Process Twill is an online platform that opened operations in Italy in early 2020. The service consists of a digital portal where clients can book door to door shipments. The value proposition is to allow small and medium business to easily manage their own logistics. With new services such as twill, costumers are able to skip freightforwarders and save money. Thanks to technology and data democratization in the export and import buisness, companies are able to calculate freight rates on the spot. This project consisted on figuring out a way to engage new costumers, bring small and medium companies into the future of digital logistics.
Twill
Quantitative and Qualitative results
2. Solution
10%
Of Italian SME have ecommerce (The European target is 33%)
37%
Of Italian SME have at least a 30Mbps Internet connection
49% Eurostat 2019
Of Italian working population has digital competencies
Education for leads After conducting a series of interviews along the Twil and Maersk digital structure as well as thorough desk research we came to the understanding of the following insights: Changing the shipping department into an inhouse activity might be challenging for managers with a low level of literacy in logistics. Taking this into consideration, the team went thru analysis of the following design question: How might we help SME learn about the key concepts related to logistics so they can use the service in a seamless way? The ideation session resulted in the creation of a new service inside the Twill platform. "Twill Will", this service is meant to provide: One-to-one counseling service for shipment planning. Onboarding service through a digital guide. Information and educational content. Twill
Legal Specialist
Copywritter
Content Developer
Developer & Designer
Actors Map New Service
Product Owner
Loyalty Manager
Results Lessons Learned
Financial Specialist
CX Engagement
CX Coach
Twill Clients
Twill Will Website Prototype
The project was presented to Twill's Central Mediterranean Area director, The Sales account executive in Italy, and also part of the team of Costumer management. The feedback received for the proposal was quite positive. Part of the comments underlined the easy win and the alignment with the brand philosophy. They found it as an easy and viable implementation budget and operations wise.
Twill
Mercadoni Rodrigo Sanchez / Gabriela Favila
Special Thanks
Doula Stacey Lyn / Renae Elkassih / Claudia Altieri / Dianora Pecchioli / Elena Colombo Experience Project Nare Krmoyan / Federico Dal Fo / Franceso Noera / Klong Swegwan / Renae Elkassih Twill Eugenia Bifulco / Marta Alves / Nare Krmoyan / Muhammed Asif / Ilaria Bellentani
Twill
2020
Thank you for your time :)
MARIANA ESCALANTE R.S. escala11arq@gmail.com +52 5620 720132