DO THE DOTS FRANCESCA TERZI DESIGN PORTFOLIO
E M T U ABO
FRANCESCA 25 YEARS OLD
traveller excentric curious italian designer
do the dots?
Francesca (francio) was born in Brescia, a small town close to Milan. She can’t stop to travel and to visit art exhibitions. She deeply loves design and live concerts. She has just bought a longboard. What she mostly miss of her country are italian comics. What she loves of china are sundays’ street markets.
ABOUT DO THE DOTS
USER ANALYSIS TREND SETTING COMPETITORS TEAM BULIDING
BUSINESS MODEL
PROJECT PLANNING
DATA ANALYSIS & DISPLAY
DESIGN | PROCESS
RESEARCH
BRAINSTORMING PSSD
CONCEPT CREATION MOODBOARD
MOCK-UP
SYSTEM MAP
SCENARIO BULDING
CONCEPT EVALUATION
POSITIONING & SWOT ANALYSIS
PERSONAS
USER TESTING
NEW BUSINESS MODEL IDENTITY & COMMUNICATION
STORYBOARD CUSTOMER JOURNEY
IDEATION
PROTOTYPE
DEVELOPMENT
I’ve learnt that design means flexibility to be flexible is needed an holistic approach to be holistic is better to have different skills
1
Holymess/ SUNDAYS TO ENJOY THE CITY Active Sundays Is a project to transform Sunday in a day for going out. Especially in the north of Italy Sunday is just and excuse to stay at home spending the time sitting on a sofa, watching a football match and finding a way to kill te boredom or leaving the city, While for many christian people sunday is the day to communicate with God. We tried to find a way to mix these two aspects: developing a service to people can use the day to go around and enjoy what Milan has to offer. At the end...
GOD did (not) rest on Sunday! Year 2011 Politecnico di Milano in collab. with Dario Buzzini (IDEO) Designed with: Giorgio Campo, Ana Isabel Palacios, Guelmy Alcocer, Xue Jing, Delia Bertato, Volkan Uysal
GOD AND DEVIL The present is made out of the stories from the past, both good and bad... Sunday could be the day to learn those stories to better understand Milan... Could it be God telling me those stories? Who could tell me the dark stories? Holy Mess is a new service to offer people an option to do something on Sunday.
Three Channels
s
*Cash
Pin *Cell Credits
PC User with cell phone
Activate service
Card
+ Map
*Credit card
Pin + website + printer
TARGET People with cell phone who would like to 1. Have something to do on Sunday in Milan 2. Have God & Devil talking to them
Holy Mess offers to connect people with both God and Devil to get a predetermined personal tour throughout Milan and learn both good and evil stories of the city. The connection is stablished using a cellphone and the path is aided by a map.
Activation of Service H6C2
Card or
PIN
Call number
Insert Pin
Tour
Listen to introduction message and instructions
Service is activated, Go to a point and start your tour
God and Devil will only call back on sunday
END Walk through pre established zones aided with MAP
Arrive to a point
Check number of the point from the map
Send sms
Get call back from God or Devil depending on the point
The tour there are not points left
Turismo, Marketing Territoriale, IdentitĂ
Turismo, Marketing Territoriale, Identit
Key Partners
Key Activities
Value Propositions
Customer Relationships
Customer Segments
Touring T Self Service Advertisement Chiesadimilano
Key Resources Infor mation n Information Green Line www
Retailers
Card
Sunday for feed yourself with an unique personal touring, experienced with GOD and DEVIL
Initial set up and mantainance
Cell Phone e W eb Platform Web
Pre-paid Card
Cost Structure Phone Line
Mass Market People with cell phone
www
Card
Cards Pre-paid Car dss
Advertisement
Channels
Revenue Streams Card
Pre-paid cards
$
www Web site
Price for service
2
Mokit/ THE RECIPE OF CREATIVITY The project started with the challenge to update the historical concept of the “italian/milanese latteria” through a research on today trends and lifestyles. What this typical Italian shop communicated in the years is the idea of a living hub of the neighborhood. What we tried to keep is this central role of the place, but reviewing it inside the neighborhood’s social changes in cities as Milan. What today is mainly changing is the social role of the city: if before was a permanent statement of people, today is mostly a crossing point, due to work and study reasons. The growing need is the “home feeling”, in sense of resting and quiet sensation, as well as a space where each one could feel welcomed, and he could feel also part of the environment. Year 2011 Politecnico di Milano Prof. Fabrizio Pierandrei ( PIERANDREI ASSOCIATI ) Designed with: Delia Bertato, Volkan Uysal
VALUE
WORKING AREAS
THIS IS CREATIVITY, INGREDIENT.
A
AND WHERE YOU COULD STAY MORE THAN OTHER BARS OR COFFEE PROVIDERS.
ENVIRORMENT
SERVICES
direct
monthly
tools
WiFi
library
bar
lounge
special area
food
drinks
coffee
snacks
expert
waiters
community
12h
>12h
It’s missing a shop designed for the middle placed segment. For office creatives and aspirant creatives
NESPRESSO
n tio tia en EE fer dif DEGR
work in co share ideas feel inspired activities
CREATIVE WORKER
ILLY LAVAZZA
OFFICE WORKER breakfast coffee break meetings meet friends
s bar ARNOLD
y wh E & FF CO hy w A? K MO
l ica crit ect asp
*
interviewed
> 15 years old prefers espresso
13% 1919
BIRTH
15 ----24
Alfonso Bialetti founds his company of semi-finished products in Cusinallo (VB)
___
140 MILIONS*/minute
day
espresso -manual -automatic -capsule
1933
MOKA
73%
1953
BEST Alfonso Bialetti invents Moka Express changing the way of make coffee at home
GOLD
8,4 MILIONS*/ hour
drinks moka
-napoletana -turkish -kettle
Bialetti realizes the biggest factory of moka machines in the world
1956
LOGO
1993
SOLD Paul Campani draws the Man with mustache that will be used fo Carosello
drinks moka in the kitchen
47%
Rondine s.p.a. buys the majority of Bialetti’s stocks and soon they’ll the whole company.
Bialetti outsources the production in 3 abroad countries +Italy
/
PLUS
200 MILIONS*/day
87%
FINAL SYNTESIS STUDIO F.Pierandrei C.Cautela
s bar
+
Use moka as an excuse to enlarge the perception of time run
COMMON
A PROJECT BY: Delia Bertato Francesca Terzi Volkan Uysal
GOODS VARIETY
-dining room -living room -balcony
2010 Stop production in Italy
2009
customers
exhibitors
DAILY service
space
goods
guests
THE ORIGINAL PROJECT SOLVED THE CUSTOMER RELATIONSHIP THROUGH A MEMBERSHIP CARD, WHICH ALLOWS THE PAYMENT SYSTEM ACCORDING TO THE KIND OF SERVICE THE USER COULD HAVE. THE PROBLEM OF THIS KIND OF RELATION IS THAT RAPRESENTS THE BELONGING TO THE SYSTEM IN A WRONG WAY: IF FROM ONE HAND IT SOLVES THE PAYMENT, ON THE OTHER IT DOESN’T GIVE THE IDEA OF “FREEDOM” AND EASY ACCESSIBILITY TO THE PLACE.
?
MOKIT
SO THE NEW RELATIONSHIP IS NOT ANYMORE SOMETHING WHICH CATEGORIZE YOU AS PART OF THE SYSTEM, BUT THROUGH A NORMAL ACTIVITY AS A
REAL BRAKE
WHY
CLEAR THINKING
COFFEE BREAK YOU COULD FEEL PART OF THE BIALETTI IDENTITY, AS ICON OF CREATIVE AS COMMON HERITAGE.
BECOME A HABIT
sales
THE ABILITY TO FIND SOLUTIONS AND ADAPT IN NEW SITUATIONS...
COFFEE EXPERIENCE
PRODUCTS
WHAT MAKES US SPECIAL AND BELONGING TO THE SAME ROOTS?
system
STAFF
MI-HUB <12h
MOKIT
$
evaluation of the shop
COWO
MOKIT WORKS AROUND THE COFFEE EXPERIENCE AS AN EXCUSE TO BUILD UP A WORKING AREA AND COOPERATION BETWEEN CUSTOMERS AND THE PLACE ITSELF. THE VALUE THAT WE WANTS TO PROPOSE IS TO “GIVE A PLACE FOR A LONG LASTING EXPERIENCE”, A PLACE WHERE YOU FEEL WELCOMED
Long Lasting Experience
THE PROJECT STARTED WITH THE CHALLENGE TO UPDATE THE HISTORICAL CONCEPT OF THE “ITALIAN/MILANESE LATTERIA” THROUGH A RESEARCH ON TODAY TRENDS AND LIFESTYLES. WHAT THIS TYPICAL ITALIAN SHOP COMMUNICATED IN THE YEARS IS THE IDEA OF A RESTING AND MEETING PLACE, LIVING HUB OF THE NEIGHBORHOOD, AS WELL AS POINT OF SAIL OF FRESH AND LOCAL FOOD PRODUCTS. WHAT WE TRIED TO KEEP IS THIS CENTRAL ROLE OF THE PLACE, BUT REVIEWING IT INSIDE THE NEIGHBORHOOD’S SOCIAL CHANGES IN CITIES AS MILAN. TODAY THE CITY IS MOSTLY A CROSSING POINT, DUE TO WORK AND STUDY REASONS: THE GROWING NEED IS THE “HOME FEELING”, IN SENSE OF RESTING AND QUIET SENSATION, AS WELL AS A SPACE WHERE EACH ONE COULD FEEL WELCOMED, AND HE COULD FEEL ALSO PART OF THE ENVIRONMENT.
customer permanence
OPENING TIME
PROPOSITION
ABSTRACT
GENERAL RATE
TIME RATE
ce offi
62%
COOKWARE
33% COFFEEWARE HOME APPLIANCES
VALUES
INNOVATION
DESIGN QUALITY
+ EVENTUAL DISCOUNT CARDS (Ex. 10 COFFEE CARD)
surface
+
TAKE NOTES
DRAW ON THINGS COLORFUL
OXIGEN
DARK BED TAKE PICTURES DRAW MUSIC
$
I THINK IN THE
TOILETTE
CLOSE SPACE STICK TIDY TOOLS OPEN SPACE NO NORMAL CHAIRS COFFEE KITCHEN MATERIALS
USE THE FLOOR
nt me pay tem sys
+ ASPIRANT CREATIVE
SMART
NO RHYTMIC SOUNDS
MAGAZINES
nt me iron env
1 : Creative space
2 : Colours and fun
3 : Comfort and concentration
THE SECOND ROOM IS THE PLAYFUL ONE, WHERE CUSTOMER CAN THINK AND RISE IDEAS WHILE PLAYING AND DRINKING COFFEE ON SERVICE TABLES. YOU CAN LIE ON SOFAS OR ON THE FLOOR, IN A LIGHT, WHITE AND BIG ROOM.
THE FIRST ROOM IS FURNISHED WITH WOOD TABLES AND BLACKBOARDS. ON THE WALL YOU COULD FIND TOOLS HANGED AS IN A GARAGE/WORKSHOP, FREE TO E USED. LAMPS AND SHELVES REMIND TO THE WORLD OF READYMADE.
THE THIRD ROOM IS QUIET AND A BIT DARKER. HERE EACH CUSTOMER CAN FIND HIS PRIVACY, IN LITTLE LIVING SPACES THOUGHT TO CREATE SMALL “REFUGES”. THE COLOURS ARE GREY, NATURAL WOOD AND BRICK RED.
THE ONES WILL GO TO MOKIT JUST FOR DRINK A GOOD COFFEE
10 min
MOKA LOVERS
WORRIED
DISCRETE
friendly stressed social tired bored active busy curious
TRADITIONAL
CURIOUS
CASH DESK
20 min
THE COFFEE EXCUSE IS THE KEY TO ATTRACT CUSTOMERS, INNOVATIVE BECAUSE BELONGS TO PRIVATE PRACTICE. THIS WILL BE THE EXCUSE TO MAKE CUSTOMERS BUILDING A
“TEMPORARY
+
50 min
COMMUNITY”
INSIDE THE PLACE, WHERE THEY COULD INTERACT WITH THE REASON TO SHARE A PLEASANT MOMENT, AND TO ENHANCE THEIR CREATIVE INSIGHTS.
new . B.M
VALUE COMMUNICATION Quality, Competitiveness, Efficency
QUALITY OF PRODUCTS 8 main blends:normal, american & dec VALUE COMMUNICATION Quality, Passion, Rarety, Local
rs tne par
THE IDEA IS TO PUT A MOKIT SHOP IN THE CORE AREAS OF MILANESE'S CREATIVITY. WE ARE FOCUSED ON OFFICE/ BUSINESS DISTRICTS, UNIVERSITIES AND ACADEMIES' ZONES AND IN THOSE NEIGHBORHOOD WHERE THE WILLINGNESS OF BUILT UP AN ACTIVE COMMUNITY IS
n atio loc
M
THIS IS OUR MODERN VISION OF LATTERIA.
RAISING UP.
M the creativity recipe
NEW BIALETTI’s B.M.: Key Partners
*Milanese torrefazione UNIVERSITÀ DEGLI STUDI DI MILANO
BIRTH 1948 with a small shop in MILAN
*Stationary provider
M
Key Activities
Value Proposition
Customer Relationship
space maintainence (cleaning, food and moka preparing)
Bialetti opens your mind with a new coffee excuse
acquire customers through a new coffee experience
enhance spontaneus creativity with interaction
Enhance the italian way to be creative
Key Resources
New experience from private to public
Costs
M
+ temporary community
+
Channel *Place *Website
*Place *Bialetti products *Creative tools
M
BIALETTI PRESENTS YOU:
$
er tom cus onship ti rela
BIRTH 1870 Alzano Lombardo (BG) VARIETY OF PRODUCTS Monocromo/Fashion/BTS/Sketch/HD
*People (staff) *Materials (coffee, food,tools) *Space maintainance
=
Customer Segment
Creative workers *Designers *Writers *Journalists *Students “Aspirant creatives” easygoing and openminded people Moka’s lovers
Revenues *Payment for usage (moka) *Payment for additional services
This is not just a system map. This chart represents the whole design process, starting from the research arriving to the solution.
3
Dinner with Buddies/ Tell us about your dreams! Dinner with buddies is a new service in Milan for indian immigrants. They can be listen and help in a familiar atmosphere by volunteers with competence in the theme. The volunteers will address the newcomers according on what are their plans here (job, study, family, dreams..) or which problems they need to solve. Through an informal italo-indian dinner theyâ&#x20AC;&#x2122;ll be able to discuss and share their situations, surrounded by a familiar atmosphere and meeting other Indians just arrived. The dinner takes place once a week at the Casa delle Culture del Mondo (The House of World Cultures) in Milan. The Indians have the possibility to choose the date they prefer and book it using the calendar available on the website, even before arriving in Italy, in order to be prepared once here. Year 2010 Politecnico di Milano Prof. Gianluca Brugnoli ( FROG DESIGN ) Designed with: Guelmy Alcocer Gamboa, Giulia Barra
He doesnâ&#x20AC;&#x2122;t have t ime to go f or agencies because he works all day long. He i s a really serious person r eally f ocused on realize his plan. He knows that it will b e a long path but h e will never give up!
RAJ, male, 40-50 years old Hindu EMPLOYEE
THE WILLING
He wants to open an own busines s She i s italian born and she chose t o study l aw because of her strong social behaviour. She i s interested in helping people because she believes that everybod must have the same opportunities. So she tryes to do everything she can.
LAWYER
THE ACTIVE
She use her skills to support people
PAOLA, female, 35 years old
She i s trying t o become a really capable person, s he is very open-minded and she loves the western style. She is trying to find the right field t o work in s o she i s trying t o understand t he italian work dynamics.
MISHIKA,female, 23 years old Sikh STAGIST
THE SEEKE R
She wants to discover job opportunities He worked a s farmer i n Punjab and he knows that his capalities are really r eque sted in the north o f Italy. But he doesnâ&#x20AC;&#x2122;t want to live as an illegal i mmigrant s o he i s trying to face the problem.
GIANNI,male, 29 years old Sikh FARMER
THE HARDWORKER She use her skills to support people
THE WILLING
THE HARDWORKE R
THE SEEKE R
THE ACTIV E
MAIN USER INTENTIONS/ ACTIONS TOUCHPOINTS
DISCOVER
SEARCH INFO
ORGANIZE
LISTENING PEOPLE NEEDS
SOLVE THE PROBLEM
EXPLAIN THEIR NEEDS
SOLVE THE PROBLEM
La Casa delle culture del mondo Provincia di Milano Farsi Prossimo Farsi Prossimo Counter Service
MAIN USER INTENTIONS/ ACTIONS TOUCHPOINTS La Casa delle culture del mondo Punjab Express Stranieri in Italia Nand Kumar Provincia di Milano Farsi Prossimo Farsi Prossimo Counter Farsi Prossimo Counter
SEARCH INFO
DISCOVER
BOOKING
LOGO: DESCRIPTION The logo i s based o n the concept o f the dinner with friends. It represent abstractally a dinner in which every member is connected. They are connected to help a friend like a real friend does: listening a nd g iving advises i n a warm atmosphere. Every color r epresent o ne category of t he service-system.
Font: Century Gothic
dinnerwith
buddies
MINIMUM DIMENSION
COLOR Gray 80% C:0 M:0 Y:0 K:80
Purple C:75 M:100 Y:0 K:0
Orange C:0 M:35 Y:85 K:0
Pink C:0 M:95 Y:20 K:0
Green C:50 M:0 Y:100 K:0
Red C:0 M:95 Y:20 K:0
dinnerwith
buddies
Blue C:85 M:50 Y:0 K:0
LOGO VARIABLES
dinnerwith
buddies B/N Logo
dinnerwith
buddies Gray Scale Logo
dinnerwith
dinnerwith
Color Scale Logo
With Gray Background
buddies
buddies
SECONDARY MARKS The secondary Marks helps the logo to transmite the complete message throught the corporate identity.
Areas
The logo i s composed b y 6 silhouettes each o f them r epresent a n area of the system through the color. They can be used as secondary mark to guide people throught the service.
health education
legal economics
social
cultural
Conections
Another secondary mark is formed by the plate of the logo and lines that link this plates like steps that the user can follow. In that way the marks will guide the user through the system.
Pattern
The logo can be used also as pattern using it at 10% of opacity. Creating an abstracted kind of indian pattern.
WEBSITE
ADVERTISING AT AIRPORT
dinnerwith
buddies
WELCOMES YOU! Let your mark!
Talk us about your dreams! free number
800.BUDDIE 283343
INTERIOR
In Casa delle C ulture del M ondo t hey already h ave a space dedicate to dinners and another events. W e took t his space a nd through furniture change it into a free space where the buddies can talk, eat and spend time.
PRODUCT SERVICE SYSTEM PARTNE R Associazione Macond o
health
educatio n
legal
economic s
social
cultural
Volunteers
Indian s CHARTER MEMBER S
CLIENT
Provinci a di Milan o
Farsi Prossimo
Centro Come
TOUCHPOINT S
DISCOVER THE SERVICE THROUG H PARTNER
Dinner Place
Punjab Expres s
PARTNER
Stranier i in Italia
PARTNE R
Nand Kuma r Associatio n
Province office s
GO TO
Websit e
SPONSOR
dinnerwith
buddies
Official website
Counter Servic e
DINNER SYSTEM
Voluntee r
Guests
Indian
dinnerwith
buddies
BECOM E
Business Card
Indian
LEGEND alternativ e not compulsor y
Referenc e Voluntee r
PROBLEM SOLVE D
OR PROBLEM SOLVE D
SCENARIO ALTERNATIVES
WORKSHOP-IT Description:
How is possible:
Stakeholders:
As i t happens i n many countries the idea is to propose a workshop to stimulate the newly arrived to s olve t heir problem i n team: conceptualizing in t he way to b ecome more self-sufficents.
The creation of d ifferent workshops is possible with the collaboration o f the previously arrived indians. T hey can g ive to t heir compatriots more e ffective suggestions and can stimulate their partecipation.
This can b e a great opportunity f or companies that n eed n ew employees to create a network for hiring more awared persons.
Description:
How is possible:
Never happened t o donâ&#x20AC;&#x2122;t feel at home? Did you think to be the only one to live the experience o f being alone i n a new country?. How do you feel if you discover to be i n company?
The first place t hat a person see when he land i s the airport. T he idea i s to c reate a connection between immigrant t rough a panel t hat collect a ll the imprint of t heir hands.
Stakeholders:
: NEWCOePRINTING INK, producer o f thermocromatics ink and VODAFONE.
FIRST IMPRESSION
s
4
Alldesign Magazine/ Proudly designed in China! The aim of the project is to develop new strategies for All Design Magazine, a magazine published by the Design & Innovation Department of Tongji University, Shanghai,China. The developed research had these aims: understand the situation of design magazines in China, understand the development of design in China, investigate about the actual and the potential targets, analyze the organization of the magazine, analyze the competitors in the field (international and not), study the ongoing trends in the publishing and press area. At the end of the process some general guidelines are given to head towards the project in order to elaborate some effective strategies for the future of the magazine. Year 2011 Tongji University Prof. Dong Hua Designed with: Diego Dalia, Andrea Carlon, Giulia Barra, Luca Cozzi, Carmelo Ferreri
DEVELOPING CHANGE TRADITION CULTURE YOUNG FAST 200 DESIGN UNIVERSITIES C OMPANIES ARE READY FOR IT NOW
DESIGN MAGAZINES WHICH MAGAZINES TRANSLATION/COPY OF INTERNATIONAL MAGAZINES A RT/DESIGN/LIFESTYLE MAGAZINES A RT&DESIGN SCHOOL MAGAZINES
北京
BEIJING
PURCHASING
上海
SHANGHAI
DOMUS WALLPAPER AXIS FRAME FORUM AD INT DESIGN ABITARE
C OMPANY/UNIVERSITY
SHENZHEN
DEAL WITH BOOKSHOP
DIRECTLY AT BOOKSHOP BORROWED
INFO SEARCHED
CONTENTS
TRENDS
ONE TOPIC/DEEP MANY/SUPERFICIAL
NEW DESIGN PRACTICES INSPIRATIONS I NNOVATIVE APPROACHES STRATEGIES
DESIGN IN CHINA
CASE STUDIES
MAGAZINE CO M PA R I S O N The magazines that we did analyze were: Domus, Ottagono, Abitare, Case da abitare, 360, Wallpaper, Interni, Frame. For each magazine a set elements has been analyzed: subtitle, price, provenience, language, number of pages, format, foundation year, current issue, amount of published issues every year. Then it has been analyzed the physical quality of the magazines: colors, materials, print and images quality and empirically analyzed the image/text ratio. Then it has been described the way the magazines are conceived:, how is the structure and which are the issues, the different sections, their weight and the balance between each of them. It has been analyzed also the internet website related to each magazine, the website sections, the networks (links, platforms, etc), the eventual virtual store and applications, the possibility to access to digital material (articles, digital magazines, etc).
360째
MAGAZINE
CONCEPT AND DESIGN MAGAZINE
SUBTITLE
45 짜
PRICE
CHINA
PROVENIENCE
COLORS
GRAPHIC BASED
M AT E R I A L
D U LL & S H I N Y PA P ER
GOOD QUALITY
IMAGES
DIFFERENT SIZES
IMAGES/TEXT R AT I O
TEXT IMAGES
LOGIC
EACH NUMBER IS ABOUT A SPECIFIC COUNTRY
WEBSITE OF THE EDITOR
STRUCTURE
ALL ARTICLES ARE REL AT E D T O T H E I S S U E D COUNTRY
NONE
CHINESE AND ENGLISH
LANGUAGE
ISSUE
~ 190
F O U N D AT I O N YEAR
2007
ACTUAL N째
31
A P P L I C AT I O N
A COUNTRY
NUMBERS PER YEAR
6
NONE
NONE
SECTION P E R C E N TA G E
200x297 cm
F O R M AT
NETWORKS STORE
ART
N 째 PAG E S
WEB SECTIONS
GRAPHIC
DE SIG
N
FOCUS GROUP Focus group had the main aim of search deeper, more complex and more contextualized information about the studentâ&#x20AC;&#x2122;s audience, that was the weakest segment, from the point of view of the results, of the interview phase. The focus group provided us accurate information while helping us to establish an open dialogue with the students. The focus group has been done with a group of 6 students that were supposed to be half boys and half girls; the number of students had been chosen dependently to our capability to handle this kind of research. In order to assure the right outcome, we planned a Dual moderator focus group which means that one moderator ensures the session progresses smoothly, while the other ensures that all the topics are covered. The session has been done in three parts: introduction, lifestyle research and trend research.
LIFESTYLE RESEARCH
TREND RESEARCH
Planned to understand the habits of the interviewed, to ask them what kind of use they do of technology, medias and interactive tools. This session had been divided in:
We ended up the session asking some suggestion on the guidelines we could follow during the redesign phase. To do this we used the last part of the tool-kit and then we offered to the students interviewed a small lunch and we discussed with them how to change the magazine. This is the list of the activities done:
INTERVIEWS Interviews result were really useful for the development of the process, even if the results from student’s interviews where not satisfying. That happened mainly because of the language barrier, and because many students tend to be really shy or not selfconfident. Moreover it was really difficult to interview male students and that happened because the research team was not aware of the cultural boundaries that can be encontered. The best results were provided by professors and professionals and can be divided in different categories. • DESIGN IN CHINA • PURCHASING • MEDIA • I N F O R M AT I O N S E A R C H E D • OPINIONS ON ALLDESIGN • HOW IS ALLDESIGN
I COLLECT THEM 47%
MAG
BOOK
BOOK
AZIN E
I THROW AFTER READING 29% I SWAP THEM 7%
APER NEWSP
ONCE YOU BOUGHT IT, WHAT DO YOU DO? E N I Z MAGA
LIBRARY BOOKSHOP NEWS KIOSK BORROWING ON THE WEB
33% 27% 8% 13% 19%
AZIN MAG
READ IT WROTE FOR LIKE IT
BOOK
BOOK
E
WHERE DO YOU PURCHASE THEM?
KNOW IT
I SHARE THEM 17%
NEWSP
APER
LIBRARY BOOKSHOP NEWS KIOSK BORROWING ON THE WEB
76% 71% 8% 13% 41% 17% 0% 42% 0% ABOUT ALL DESIGN MAGAZINE
WHERE DO YOU PURCHASE ADM?
graphic contents pictures interview news writing style
design projects graphic design concepts pictures international news chinese news interviews extras writing style
ASPECT PREFERENCES 15% 20% 30% 10% 4% 11%
CONTENTS PREFERENCES 22% 20% 9% 16% 4% 4% 10% 2% 6% 11%
SYSTEM MAP
CHIEF EDITOR
3
AZIN E
EDITORIAL STAFF
MAG
The magazine network and consequently its catching area are enlarged thanks to an online platform enabling designers, chinese and international, to exchange projects and news. In this way the magazine is more accessible and present in the daily routine; it’s the center of a wide system including not simply the website, but establishing a community, a database of portofolios and companies with the opportunity to enable new possibilities for both design studios and design students, apart for being an interesting source of inspiration among professionals. Four different design and lifestyle blogs are set up by four “gurus” aiming to keep constantly informed the community about the latest news, trends and lifestyles occurring in the design field and not only.
JOURNALISTS
ALLDESIGN MAGAZINE
MONTHS
SELLS
PROFESSIONALS
BOOK SHOP
KIOSK
LIBRARY
35%
DESIGN STUDIOS
30%
PROFESSORS
25%
STUDENTS
10%
LEGENDA
G access to GURU blogs P access to PORTFOLIO section W access to WEBSITE contents
MANAGEMENT MAGAZINE STAFF
EMPOWER
50%
CITY EVENT PLATF
30%
DESIGN JOB PLATF
20%
GURU STUDENTS
40%
PROFESSIONALS
COMMUNITY
SECTIONS
ANNOUNCEMENTS
MAGAZINE
GURU PDF
짜
USERS ACCESS PROFESSIONALS G P W
STUDENTS
100%
WEBSITE
DESIGN LOVERS
60%
20% 10% 70%
G P W
PORTFOLIOS
APS
2 Mo. 30% 20% 50%
DESIGN STUDIOS STUDENTS G P W
50% 20% 30%
G P W
10% 60% 30%
SUBSCRIBE
NOW
BECOME A MEMBER OF ALLDESIGN M AG A Z I N E , A N D B E PA R T O F O U R C R E AT I V E C O M M U N I T Y !
CURRENT ISSUE
#124
BACK ISSUES
ANNOUNCEMENTS
WEBSITE We created an internet site for alldesign magazine, since we think that nowadays Internet can be considered one of the most important media, a fundamental element of every designerâ&#x20AC;&#x2122;s daily routine and a big and easy opportunity to catch more audience. In the main page of the webpage there different articles related to design, architecture, interiors, art, graphic design and lifestyle. We decided to give to customers the possibility to download the magazine and to assemble their own pdf aswell. In the portfolios section users will have the possibility to upload their works, in order to be viewed and commented, and noticed by studios looking for young talents. The site has got another section where all work announcements in Shanghai are displayied on the map of the city. We decided to have another section called Alldesign gurus, a triad of blogs about design & graphic, fashion & photography and architecture & interiors.
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Swirrol/ Flexible and elegant silk scarf Swirrol is a scarf, a toy and an elegant silk accessory,It fits any kind of dressing style thanks to the double iron wire placed inside the scarf. In this way the scarf can become a belt, a bag, a purse or whatever comes up in your mind while playing with it. The double layers of fabric, silk (outside) and cotton (inside), give to the scarf a very soft texture completely hiding the wire placed inside the two raws of sewings. Inside are placed two huge pockets: made for carry the most precoius object that a woman use to carry with her... as everybody knows: usually a bag for a woman is not enough! The product had been produced in 25 item, sold in one hour during the annual design market held by our Design Faculty.
Year 2010 Politecnico di Milano Designed with: Guelmy Alcocer Gamboa
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to order: swirroll@gmail.com
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swirroll@gmail.com to order: www.ttbox2010.com
0% 10IL S K
swirroll@gmail.com
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to order: swirroll@gmail.com
0% 10IL S K
to order: swirroll@gmail.com
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to order: www.ttbox2010.com
0% 10IL S K
to order: swirroll@gmail.com
0% 10IL S K
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Urban Bandage/ Take it Elastic! Urban Spaces can be public playgrounds. And this playgrounds can be realated to public parks in order to establish a continuity and foster people to enjoy every corner of the city they live in. In Milan there is a lack of urban design dedicated to those spaces, this is one of the reasons why citizens avoid to use what the city offers and prefers to close theirselves in expensive gymns. That’s why we designed a product-service to provide bar and restaurants’ customers a special meal package provided by the municipality and Comieco made of a box wrapped in an elastic band that can be used to hold the box-meal tray while eating with a friend or can be used to train/play games. This porject had been inspired by Vitra’s rubber band presented at the Milano Design Fair in 2009. With the support of MH WAY Year 2011 Politecnico di Milano Designed with: Chiara Napol, Giulia Saya, Volkan Uysal
Urban spaces without identity
adults
parents & kids
Urban area students
teenagers
tourists
workers
What is leisure in Milan?
relax SPA GAMES SHOPPING
sports GYM DANCE FITNESS
food & beverage BAR APERITIVO FAST FOOD
outdoors PARKS BICYCLE RUNNING
System map
FOOD SELLERS
PROMOTER
EVENT
USERS GOODS MONEY INFO
Business Model PartnershipK
ey Activites
Value Proposition
Customer Relation
Production
Community
Promotion Outsourced production
People living the city Key Resources
Food sellers
Customer Segment
Channel Events
Machinery
Guerrilla marketing
Human resources
Website
Cost stream
Revenue stream Production Advertising
Selling the packaging to food sellers
.young people .tourists .kids .families
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Facetival/ Milano Design Week For fourteen years, esterni has been working to highlight public spaces as the place where cities develop. It has been developing the concept of public design, an effective instrument to meet and understand the new needs of modern social life. The festival of public spaces is : to experience the city and its shared spaces in a different way, to rediscover the importance of public spaces, to meet designers and architects from all over the world, and to imagine a different city. When Esterni asked us to redesign the final party of the event we decided that the focus had to be the people that with their face change the face of Milan for a week. With the support of ESTERNI Year 2010 Politecnico di Milano Designed with: Anda Palacios, Andreas Folkenstad, Xue Jing , Ricardo Melisa
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Push/ Portable Communicator for Disable Children Push is a monomessage communicator for disabled children ( who suffer from dyslexia, autism, celebral palsy, muscular dystrophy), it’s like a button with a pre-recorded phrase. So the user can play that phrase every time he needs. In those kind of products PCS alphabet is fundamental. PCS is a “conceptual alphabet”, where images are used in communicators like pointers: they show to the user what he is going to “say”. Push has an intuitive interface and is very handy because had been designed to be adapted to many needs. Push is a very small button that can be kept in a pocket, it can be perfectly integrated with every other CAA (Augmentative and Alternative Communication) system that the child using. It can also become a game when is used like something to share or catch and it can be adapted to “modified books”. Tutor: Lorenzo Palmeri Year 2009 Politecnico di Milano Personal Gradutaion Project
SIMPLE, PLAYFUL, FLEXIBLE
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Through The Box/ 2010 PSSD Design Market TTBOX is an event held in the Campus Bovisa of Politecnico di Milano. The annual event presents the results of the Concept Design Studio course by Professors Silvia Girardi and Valentina Auricchio with the collaboration of guest professor Norman McNally. The aim of the course was to create innovative products on the mobile lifestyle taking in consideration the entire process that is required during a real design process. Students were required to sharp their technical and creative skills but also the interpersonal ones. The requirement was to fully manage projects in terms of materials and methods of production. Through the box is a small but important part of a complex process, the final destination of a â&#x20AC;&#x153;journeyâ&#x20AC;? lasted 12 weeks, through 20 countries, together with 55 designers. Prof. Valentina Auricchio Main sponsor: Vodafone Italia Year 2010 Politecnico di Milano With: Johanne Sim, Dipa Sitepu, Carmelo Ferreri
BEWARE SHARP DESIGN IDEAS
THROUGH THE BOX
55 DESIGNERS 20 COUNTRIES 1 DESIGN MARKET Come for an exci ting ride THROUGH THE BOX for sharp design ideas.
TUESDAY 22 JUNE FROM 12.00 TO 15.00 BOVISA CAMPUS POLITECNICO DI MIL ANO VIA DURANDO 10 INFO: WWW.TTBOX2010.COM
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Longboarding in China/ WORK IN PROGRESS In China the Action Sports scene just started gathering peopleâ&#x20AC;&#x2122;s attention. More and more young people is approaching inline skating, skateboarding, snowboarding, bmx and the most famous brands are fostering them organizing events and influencing customersâ&#x20AC;&#x2122; lifestyle with their marketing strategies. Brands put all their effort trying to trigger a big change. In the meanwhile a small phenomenon started taking place without any big firmâ&#x20AC;&#x2122;s support. Longboard culture. It started just from a small group of very passionate people in Bejing and is becoming popular all over the Country. I decided to research on them and to develop a service system to attract longboard brands to China and to encourage local brands to be more competitive and master their own market. Prof. Davide Fassi Year 2012_now Politecnico di Milano Master Graduation Thesis
USERS INTERVIEWS MOTI VATI ONS & NEEDS
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SKATERS FROM: CHANGZHOU HONG KONG BEIJING SHANGHAI XI’AN CHANNELS: DIRECT TALKS INTERNET (Social Network and e-Mail)
TALKING WITH EXPERTS LI FESTYLE & MARKET
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WHO: JOURNALISTS SHOP OWNERS PRO-LONGBOARDERS BRANDS DISTRIBUTORS CHANNELS: DIRECT TALKS INTERNET
YOUTH TRENDS GONE WI TH THE TARGE T
WHO: LONGBOARDERS SKATERS INLINE SKATERS BMX-ERS CHANNELS: SOCIAL NETWORK DIRECT TALKS SURVEYS
EVENTS analysis POKI NG THE ACTI ON SP ORTS
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WHERE: OUTDOOR TRIPS COMPETITIONS SPONSORED EVENTS ASIA X-GAMES
MAI N SPONSORS: CONVERSE VANS
SOCIAL OBSERVATION FEEDBACKS
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WHO: CHILDREN PARENTS ADULTS ELDER YOUNG PEOPLE WHERE: CITY SUBURBS COUNTRYSIDE
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EXTRAS/ ILLUSTRATION I was born as art lover, I went to an art school and turned my passion into design. But I still love spending my spare time geeking on illustrator, palying with shapes. If I do have more time I go for paintings, mixing different materials and techniques. On my desk a big A3 sketch book is never missing. In every place I go I bring Pantone markers and colors. It’s not a job, it’s just a passion. It’s what helps me to: - keep calm in hard moments - think more clearly - express ideas Please take a look before closing my Portfolio.
CASTELLI per
ARIA
THANK YOU www.francescaterzi.com www.dothedots.tumblr.com