PORTFOLIO PORTFOLIO 用户体验 / 交互设计
用户体验 / 交互设计
Resume Resume 陈宏滔 # 服务设计 # 用户体验设计 # 米兰理工 拥有 4 年的交互设计的实习及项目经验，曾实习于 阿里巴巴集团，随后攻读服务设计硕士学位，熟悉 运用部分调研工具与服务设计工具，致力于成为优 秀的体验设计师。
2017.09 2020.10
产品服务体系设计 米兰理工大学
2019.12 2020.04
交互设计师 上海贞历科技信息有限公司
2019.03 2019.06
产品经理助理 广东唯普汽车电子商务有限公司
2016.08 2017.08
国际商店设计助理 阿里巴巴集团 ( 广州 )
2013.09 2017.07
工业设计 北京师范大学珠海分校
盎录 Content
User research/Product/UX Thread - Healthcare data manage service for resilient Milano User research/Product/UX SaaS service system user experience optimization User research/Business innovation Amarantha - A space for women to experience new product UX Design Interactive innovation of Jewelry customization (modular design) Product/Service Design
Quix - A smart frisbee ourdoor game
Thread - Healthcare data manage service for resilient Milano Service design
Team work
2018.04 - 2018.07
Key challenge Hongtao CHen
CHIARA PACCHIA ROTTI
Market research, Technology analysis Service concept design, Service design, MG video maker
Market research, Interview, User analysis, Co-design tool design, Service design, Poster design
Runyi Chang
Market research, Technology analysis Service concept design, Service design
GIULIANA PARRINO
Market research, Technology analysis Service concept design, Service design, MG video maker
Service outcome Threads is a platform for citizens living in Milan to store and organize personal healthcare documents, to give back their rgiht to control their the data in a safe place that driven by blockchain, to aviod data leakage and losing.
Nowadays healthcare are being specifically targeted by hackers and an effective cyber security can reduce the risk of these cyber attacks. However, the healthcare data are never belongs to citizens, most of them are paper and easy to lose, while hospital would not try to share their data to any organisation. We can only get insgiht from experts and hospital by co-designing .
Main activities Case study analysis and technology analysis as well as market research. Design co-design tools, provide service idea and design service concept. Design App interface and Web interface. Conduct MG video,
Background
Research Current situation in Milan
MEDICAL INFORMATION IS
HEALTHCARE IS
HEALTHCARE
10-20 times
4 times
digitization
more valuable on the black market than credit card data because of its potential for fraud, identity theft, and abuse.
more likely to be impacted by advanced malware than any other industry and is the top target of ransomware attacks.
is becoming a reality in Milan and Lombardia, therefore there is a need to focus on digital security and data protection.
Right now the situation in Milan is that there is a platform called Fascicolo Sanitario Elettronico. It is a platform created at a regional level that collects all the healthcare data of the life of a patient. It takes the data of the national healthcare system and of the regional healthcare system. Then, every hospital has its own electronic medical record, a digital record of the medical information of a person related to that specific hospital, and also there is a process of digitization of all the medical prescriptions. Hacked
Hacked
Public Hospital (FSE)
Private Hospital (CEE)
Lost
Health data is particularly sensible and it needs to be kept safe from possible hacker attacks. At the same time, it is extremely important that we don’t lose any document about it. We can see that healthcare is particularly targeted by hackers. Actually, it is the main target for ransomware attacks and malware. So, as In Milan and its region, Lombardia, there has been a process of digitization of healthcare, it is extremely important to keep this data safe.
Patient
Private Doctors
What is the problem? Healthcare documents are normally stored in paper folders or in people’s computers. Data saved at FSE and CEE and they will lost when be hacked and never back. Papers and documents can get lost from patient; Patients/users have to bring many documents when they go the doctor with the risk to forget some of them; Data in the computers can get stolen or get lost because people didn’t do a backup or be hacked;
Concept
Target User
Our first concept was born to try to solve this problem. We thought that if all the clinical data of the patient life was stored on a database, it would be possible to use new technologies to keep it safe and accessible everywhere, and at the same it could be organized in order to be more useful both for the patient and for the doctors. So in our concept our service would receive data both from public and private sector and put it in a database, protected by the use of blockchain. Our software, then, would organize healthcare data thanks to a specific software.
PATIENTS public healthcare
private healthcare
What is the oppotunities? Create a safe zone where collect all the data from patient, hospital and private doctors, use technology like blockchain to lock and shared the data between different indivdual and organisation.
database with blockchain
Safety: Use blockchain to lock and limited the data.
Patients can have all their data in a single platform under their control. They will be able to visualize their own data in an engaging way, and will decide with whom and when to share a part of the information.
DOCTORS Hospitals and doctors will use the data for the care process, and will benefit from having a more complete overview of the situation of a patient. They will be able to access the data of a patient in occasion of visits.
Collection: Collect patient data from hospital and doctors as well as patient, save it at a safe zone. software
Share: Data can share between organisation and researchers after the agree of patient, so that get the best use of data Infograph: Patient can give more meaningful information from the data
The target would be the patients, that will be able to have all their data under control and visualize it in a more engaging way; the doctors, that would have a complete overview of the situation of a patient; and research institutions, that could benefit from anonymous data.
RESEARCHERS
comprehensible data for patients
organized data for doctors
anonymous data for researchers
Research institutions will receive data for scientific research purposes. This data will be both aggregate and specific, but always anonymous. In exchange, they will provide computers for mining.
Co-design
Co-designing Stakeholders showed lots of interest for our concept and gave us lots of insights
We had already identified some constraints in our service, and we wanted to find out if these constraints were really some weak points or if they could have been easily solved, and we wanted to find hidden constraints and opportunities that only our stakeholders could see. Co-design toolkits 1. Boundary object
2. 3D System Map
A box of medicines to be included in the kit, each with a different medicine against the loss of data, like our value.
Enable stakeholders to visualize the interactions between the system’s actors and the possibility of relations and types.
3. Speed Boat
4. 4X4X4
As a guided critique activity. It helped us understand the main pain points of the solution, and how relevant they are.
4x4x4 is a group guided brainstorming activity designed to focus on a single issue.
What did the stakeholder suggest?
Update our concept Before
After
We thought about taking healthcare data from public and private institutions, with many problems related to privacy issues, laws and regulations.
We create a database with data inserted by the patient/ user himself. Users already have all their data, but it is not properly organized nor it is stored safely.
What we kept
Stakeholder
Taking the data from the public sector might be harder than taking it from the private sector, while, before the co-design session, we thought it was the opposite. There are a lot of constraints with regulations, laws and compliance with new privacy directives from the EU (GDPR). Organizing data coming from different sources requires a specific software and there can be misunderstandings. I.e. two hospital records with the same meaning can be written by using different terms according to hospitals practices. We should choose a focus between the target. Our possibilities could be to concentrate on the elderly or on diabetic patients.
Experts
IT Specialist @ Municipality of Milano: 1. Developing a threat model. 2. Talking to all the stakeholders involved. 3. Putting in place a business continuity plan. 4. Ensuring that the organizations follow all the best practices to secure their systems.
A blockchain based platform for storing healthcare data, with a software able to organize such information, by identifying keywords and concepts, clustering them and showing information in a visual way.
Focus on patients, that can have all their data in a single place, under their control. They can visualize their own data in an engaging way, and decide with whom and when to share a part of the information.
What we added 1. Safe storage, accessible and added from any device.
Chief Resilience Officer @ Municipality of Milano
2. Visualization of the data.
1. Focusing on cyber security and data protection.
3. Organization of the data.
2. Preventing the risks.
4. People can give access to other people they choose and decide what to show and what to keep secret. 5. Reminder of checking body
Concept Threads is a platform for storing and organizing personal healthcare documents, available as both a computer and mobile phone application. On Threads, users can upload all their healthcare documents, be they on paper or digital, and save them in one, safe space. The software thanks to AI technology will analyze and classify the documents based on type and date of issue, and it will provide users with easy-to-understand infographics resuming their situation, allowing them to share selected information with doctors. Using the Blockchain, Threads grants security for its users, while giving them access to their data from almost anywhere.
Change in data organization Own your data Save your medical history Access your data from anywhere Have your data always in your hands
Offering Map
Persona (User) THE UNAWARE PATIENT
computer application/ website
Documents upload
Take a picture of paper documents Upload digital documents
Encryption
Blockchain to protect users’ data
Analysis
Artificial Intelligence to organize data by topic/year
mobile application
Visualization
Infographics and charts about health condition
Data management
Assistance
Awareness
Control health data
Check-ups reminder
Patients’ family
Decide what to show/hide
Medicines reminder
Chronic patients
Backup data
Caregivers version
I avoid going to the doctor unless I am really sick, so I often skip yearly visits. BEHAVIOR
MOTIVATIONS
Goes to doctor only sick. Forgets to do check-ups. Doesn’t track her history.
Personalized reminders on visits. Clear visualization of her status. Notifications reminding upload.
NEEDS
FRUSTRATIONS
Organize her documents. Remembering to do visits and check-ups.
Guilty for not checking on her health. Not being aware of her situation. Not finding her documents.
EMILIA MARINO 53 YEARS OLD 2 DAUGHTERS
TECHNOLOGY SKILLS
THE CAREGIVER PATIENT
I care about my father and I want to be more conscious about his health situation.
Computer 25%, Trust in Tech 30%, Smartphone 60%, Willing 90%
BEHAVIOR
MOTIVATIONS
Visits once a week. Is a user of Threads. Goes to doctor with father.
Double account option. Visualization of his father’s status. Notifications reminding.
NEEDS
FRUSTRATIONS
keep track of his father’s appointments and visits. Aware of his father health.
Difficulty in taking care of his father. Not know about the health situation of his father.
RICCARDO ZUCCA 35 YEARS OLD 1 OLD FATHER
TECHNOLOGY SKILLS
The CHRONIC PATIENT
Whenever I travel I have to carry a lot of documents and prescriptions with me.
FIOCCO 29 YEARS OLD ENGAGED
Computer 70%, Trust in Tech 80%, Smartphone 90%, Willing 90%
BEHAVIOR
MOTIVATIONS
Type 2 diabetis. Does regular check-ups. He travels for work.
Data centralization. Digital data storage. Wearables integration.
NEEDS
FRUSTRATIONS
Have his medical history. Centralize his medical and wearables information.
Carry a lot of papers Data spread on different devices and on paper.
TECHNOLOGY SKILLS Computer 90%, Trust in Tech 80%, Smartphone 90%, Willing 80%
Stakeholder Map
System Map
We considered: as our main users, patients and caregivers - who provide direct care for children, elderly people or the chronical ill - investors and technology providers.Furthermore, we included Research istitutions that could receive anonymous data from the service and werable companies that can be integrated in our application. We considered: Comune di Milano, hospitals and doctors. Although their needs and expectations are not as important as the ones of primary stakeholders, they may have as well some influence.
Thread get data from the users and thei wearables, and then thread will analize and safe those data by software providers. After that, the users and doctors can get infograph and reminder from thread. Our money comes from the users, the research istitutions who want to buy anonymous data, and investors, and software providers and investor will get our profit by percent.
PRIMARY
Comune di Milano
Blockchain storage providers
Stakeholders
organized doc and infographics
Caregivers
visualizations, reminder on the person who has in care.
Ai technology providers
Doctors Wearables companies
Research istitutions
Stakeholders
Hospitals
Research istitutions
Investors
Software Providers
Threads.
reminder money anonymous data for research endorsement
SECONDARY
Comune di Milano
AI/blockchain technology
Investors
Patients
Users (Patients)
digital data
Wearables
Doctors
Users (Caregivers) Users allow access to doctors
Storyboard The CHRONIC PATIENT
storyboard storyboard ryboard
STORYBOARD STORYBOARD STORYBOARD STORYBOARD The Caregiver
12
12
9
12
3
9
6
3
9
12 3
9
6
12 3
9
6
3 6
6
packed at home for a business Francesco packed Francesco up at packed homeFrancesco for upaat business home for aupbusiness trip. trip. trip.
Riccardo worried take hisand Riccardo worried decides andisdecides toand take his isto Sandro contacts his Riccardo, lives in Milano, tell him is about his Sandro lives alone Sandro in Monza. lives alone Oneinday Monza. Sandro he One livesday alone he in Monza. One day Sandro he contacts Sandro his lives son contacts Riccardo, son who Riccardo, lives inday Milano, who to son tell in Milano, him about to who tell his him about his toRiccardo Sandro alone his in Monza. One he lives Sandro contacts hisworried son Riccardo, who lives indecides Milano, to tell him about his t Riccardo worried decides his to athe Sandro lives alone Monza. he a bit sick. Sandro contacts his son Riccardo, who livescondition. in Milano, to tell him about his fatherand toHe the hospital. He loses lothospital. of time He loses a father father to is the hospital. loses ato lottake of time health feels a bit sick. feels in a bit sick. One day feels health condition. health condition. feels a bit sick. health condition. father to find the hospital. loses a lot trying of time feels a bit sick. documents and paper. health condition. He hasto chronic disease, so he needs to take thses trying toHe find his father’s healthcare docuto find his father’s healthc trying to his father’s healthcare docualso piles of medical He has chronic Hedisease, has chronic so hedisease, needs sotake he needs thses to take thses And also pilesAnd of medical also piles documents ofAnd medical and documents paper. and paper. trying to find his father’s healthcare docubottles of medicine. bottles of medicine. bottles of medicine. ments, because Sandro is not because very orgaments, Sandro is not ve ments, because Sandro is not very orgaments, because Sandro organized with is allnot hisvery papers. nized with all his papers. nized with all his papers. nized with all his papers.
telephone: 390234190
telephone: 390234190
telephone: 390234190
telephone: 390234190 emial: sandro@gmail.com
emial: sandro@gmail.com
emial: sandro@gmail.com
telephone: 390234190
emial: sandro@gmail.com emial: sandro@gmail.com address: ........
address: ........
address: ........ address: ........
address: ........ AGREE
AGREE
AGREE AGREE
AGREE
Francesco sat on the sofa in dismay. Francesco satFrancesco on the sofa satinon dismay. the sofa in dismay.
saved all cesco saved Francesco all savedFrancesco all these health sata in the e health sata theseinhealth the sata in the olatform. And the orm. Andolatform. the And the used blockstage used backstage block- used backstage blockchain n to makechain sure to it make sure it to make sure it
Riccardo can all now manage all the healthRiccardo can now manage all t Riccardo can now manage the health-
Riccardo a personal [name ofHe ourthinks service] account. thinks Riccardo and his fatherand go to histhe father hospital Riccardo go to the and hospital his father go to the hospital Riccardo has Riccardo aRiccardo personal has [name a personal of our service] [name ofhospital account. our service] He thinks account. Riccardo can now the healthFrancesco up the Francesco scaned all Riccardo documents. and his father go to thehas RiccardoHe has a personal [name ourall service] account. Hekeep thinks Francesco Picked Francesco up thePicked phone, up begin the phone, toPicked register. begin to phone, register.begin to register. Francesco scaned Francesco all documents. scaned all documents. care documents of his father and hishis father a care documents of care documents ofmanage hisoffather and keep his Riccardo and his father go to the hospital Riccardo has a personal [name of our service] account. He thinks
activating a organize caregiver account for being toactivating organize his for a visit andfor they a visit get more and they paper getdocufor more a visit paper anddocuthey get more paperabout docu-activating about a visit caregiver activating account a caregiver for being account able for to being able his to organize his able care documents ofaccount his father and keep his for a and they getabout more paper docuabout a caregiver for being able to organize hisevery time up to date every time thattohe platform up date platform up toplatform date every time that he for a visit and they get more about activating a caregiver account forhis being able tohis organize his father’s healthcare situation. He makes his father register to the ments after the ments visit. after thepaper visit. documents after the visit. father’s healthcare father’s situation. healthcare He makes situation. father He makes register father to the register to the platform up to date every time that he ments after the visit. father’s healthcare situation. He makes his father register to the goes with his hospital. father togoes the hospital. with his father to the hosp goes with his father to the ments after the visit. father’s healthcare He his father register to the the caregiver option. service and then he activates medicines. medicines. medicines. service and then service hesituation. activates and then the hemakes caregiver activates the option. caregiver option. goes his fatherthe to the hospital. medicines. service and thenwith he activates caregiver option. medicines. service and then he activates the caregiver option.
Sandro can visualize his health progression Sandro can visualize RIccasrdo his health can seeprogression the heath data ofRIccasrdo Sandro cancan see visualize the heath his datahealth of progression on clear infographics on clear infographics his father his father on clear infographics Sandro can visualize his health progression RIccasrdo can see the heath data of on clear infographics his father
REMINDER REMINDER
REMINDER
REMINDER
your father need to take pills need at your father 2:30pm. to take pills at
your father need to take pills at 2:30pm.
your father need to take pills at 2:30pm.
2:30pm.
RIccasrdo can see the heath data of his father
Sandro can visualize his health progression on clear infographics
RIccasrdo can see the heath data of his father
REMINDER
your father need to take pills at 2:30pm.
Francesco took his phone went to the hosiptal He hasto chronic disease, so he needs Sandrohis canhealth visualize his healthon progression on health clearon infographics Sandro can visualize his progression on on clear infographics on his health progression on clear infog Sandro can visualize progression clear infographics Francesco took Francesco his phone took andhis went phone to the and hosiptal went to the and hosiptal He has chronic Hedisease, has chronic so hedisease, needs soprepare he needs a lot to prepare of a lot to of prepare a lot of Sandro can visualize Sandro can visualize his to health progression on clear infographics happily. medicines. Finally, Sandro recovers and isSandro discharged Sandro begins new treatment in the hospital and Riccardo gets remindFinally, recovers and Sandro beginsSandro a new treatment begins a new in the treatment hospital inand theaRiccardo hospital and getsRiccardo remindgets remindFinally, Sandro recovers and discharged happily. happily. medicines. medicines. his smartphone, thethat information that in Riccardo histosmartphone, thanks toRiccardo theon information that is putting in is his smartphone, thanks information Riccardo is remindputting in is putting Sandro begins a new treatment inthe thethanks hospital and Riccardo gets his smartphone, thanks to the information that Riccardo
Sandro begins a time new treatment intothe and Riccardo gets remindFinally, Sandro recovers and is discharged thanks to the information that Riccardo putting insee the hospital. ershospital about every time he has to bring his father to his thesmartphone, hospital. from the hospital. ers about every ers about that every he has time that bring hehis has father to bring to the histhat hospital. father to the hospital. from the hospital. the platform. Riccardo also can see the of his the father. the platform. Riccardo also can progression offrom his father. platform. also can seehis progression ofprogression hisisfather. ers about every timeRiccardo that he has to bring father to the hospital. the platform. Riccardo also can see the progression of his from the hospital. ers about every time that he has to bring his father to the hospital. the platform. Riccardo also can see the progression of his father. medicines. medicines. medicines. medicines. medicines.
Service blueprint
ACCESS
PHYSICAL EVIDENCE
web
AFTER USE
card website
people
advertising
Get to know about the service
website app
Website’s landing page, App Store
CUSTOMER ACTIONS
USE
Learn how it works
Download the application
Computer application, mobile application app
Register and accept privacy policy
Website, computer application, mobile application app
website
Pay the subscription fee
Upload the scans of your paper documents
Automatic upload of digital documents
Upload the documents from your computer
Visualize and search for organized documents
Visualize infographics
Check notifications and reminders
Give temporary access to a doctor to visualize selected data
Comment and share
Line of interaction
ON STAGE/ VISIBLE CONTACT
Distribution of brochures
Line of visibility
BACKSTAGE/ INVISIBLE CONTACT
Advertising updates
App/Website updates
Creating contents
Writing info/news
Maintenance Credits control
Application updates
Application updates
Application updates
Organizing
Writing notifications
Artificial intelligent system
Notifications system
Application updates
Line of internal ininteraction
SUPPORT PROCESSES
Marketing strategy
Service management
Registration management
Banking online
Software management Blockchain system
Blockchain system
Business Model
KEY PARTNERS
KEY ACTIVITIES
Municipality
Data collection
Investors
Data storage Data organization Data visualization Reminders
KEY RESOURCES
Change in data organization Own your data Save your medical history
CUSTOMER RELATIONSHIPS
Patients
Registration system Assistance
Caregivers Chronic patients
Access your data from anywhere Have your data always in your hands
CHANNELS Advertisement
Smartphone/scan Computer
Website Computer app
AI software
Mobile app
Blockchain
Mailing list
Wearable
Social network
Storage hardware Software development/maintenance (blockchain/AI)
CUSTOMER SEGMENTS
Automatic service
Documents
COST STRUCTURE
Human resources
VALUE PROPOSITIONS
REVENUE STREAMS Yearly fee for users (it lowers with the years and if the user decides to unsubscribe from the service, his data will still be stored for 10 years)
Technology's role Blockchain
Artificial intelligence
Patient’s healthcare data, uploaded and stored on the platform, are exposed to cyberattacks because they are digitalized: therefore there is a need to focus on their security and data protection. The choice of Blockchain technology is made because data captured on blockchains become safe (also when the patient gives temporary access to doctors). Indeed, with the use of blockchain heathcare documents will be encripted and accessible only by the users who can be sure that the files are safe because the keys are in their pocket.
Artificial intelligence technology enables our platform to process large amounts of data: indeed, Threads uses machine learning for analysing all the documents, be they on paper or digital, by searching for keywords and idioms and organizing the informations in a schematic and easily searchable way. AI could allow to understand if a certain medicine has interactions with the medicines that the patient is already taking. In this way, Threads is powered by machine learning to detect patterns and automate the classification of healthcare documents by topics and years.
analysis
documents stored on
data are safe because
sofware thanks to AI
organizing documents by keywords
providing folders by year and topic
BLOOD TEST
Threads application
the access key is
PREGNANCY DENTIST CARDIOLOGIST
safed by blockchain
in user’s pocket
OCULIST
infographics/ statistics
Brand Design
Mobile app workflow
Threads branding We started the visual identity work researching the meaning behind the brand. In particular, Threads came from three strong attributes of our service: interconnection organization - data visualization. Designing the image of the logo, we compared the blue dots to the different healthcare documents that the patients have and we linked them with threads, representing the connection between these documents and the information that they contain.
documents
connections
The final logo reminds in a certain way diagrams and data visualizations. We chose different colors to underline different type of informations and healthcare data.
PC user interface
Video
Enjoy the same features at PC, manage documents, upload documents as well as visualization of you documents.
Promotion Video on Youtube https://www.youtube.com/watch?v=95KEZDayfog&list=LLNyFGpOkIUkRf8qf17vuMg&index=36&t=0s
A project of
In collaboration with
Professors
Anna Meroni, Daniela Selloni Stefana Broadbent
Realized by
Chiara Pacchiarotti, Giuliana Parrino Runyi Chang, Hongtao Chen
Luca Molinari, Martina Rossi
Assistants
Threads is a platform for storing and organizing personal healthcare documents, available as both a computer and mobile phone application. On Threads, users can upload all their healthcare documents, be they on paper or digital, and save them in one, safe space.
Poster
SaaS service system user experience optimization PM/ UX Design
Individual 2019.03 - 2019.06
Main activities Service Design Tools
Axure
Mainly use the customer journey map, service blueprint to visual the service and the service concept.
Sketch
Build design principle and design the high-quality user experience
Conducted the PRD, shared product information and UX design
Ai
Mapping the research and visulaize the service concept
Successfully obtain the real user experience of internal employees; obtain service details from multiple departments to promote transformation; distinguish the difficulty of service automation and realize partial service automation; design the new SaaS platform to improve the efficient and new tools to manage.
Solved problem Exploring the front desk service process details and problems through field research
Key challenges The design of the old version of the system is complicated and the rules are not clear, and it is impossible to obtain a comprehensive information architecture. This is the most difficult part of the re-design. All rules need to be analized from the existing system and offline workflow. However, different departments are not welcome the digital transformation, so it takes a long time to obtain service details and materials and summarize them. Meanwhile, the system is need to be re-design to be more efficient and logical, it's a huge challenge to change the user's habit.
Cooperate with multiple departments to obtain department service details Sort out the service process and details, improve the overall system efficiency The service process is automated, shortening the overall service time and reducing the consumption of human resources
Research
Before Walkthrough
The blueprint of the system was initially constructed. During the walkthrough, the operations of different front-end users were recorded, and the current system process was sorted out to find existing problems in the process. These problems include the random jump of the process, there is no fixed order, and it can be changed freely.
Field Walkthrough
We learned about the real work process, discovered more details on the service process, and explored more problems and pain points that have not been discovered from online services. For example, the space is too large, there are too many windows, and many windows are merged
Interviews
With the "teacher-student model", the following model is used to conduct research on the front users, to understand the actual work flow and pain points.
Across departments research
Communicate with different departments to obtain the details of their services and the allocation of personnel, so as to outline the current complete service process and service details
Materials connection
Post-it notes outline the service process and summarize the problems, discovering problems and opportunities at each service process node
Problem conclusion
1. Old systems are complicated to operate, user are using excel to cacluate and manage the data, the data online are always meaningless. 2. Data is out of sync between different systems, user can not know the Real-time status. 3. The tasks between different users are crossrepetitive, and some tasks cannot be completed continuously on the system 4. The interface of data management is outdated, unable to judge and filter the status of data.
Insight and concept
Information Architecture Build the information architecture of the new information system based on the solution board and user needs.
Solution Board Each node in the process summarizes and categorizes the problems and solutions found in the survey: constructive to the entire system; pre-sales data clerk; after-sales data clerk; customer service; arbitrator; transfer commissioner, etc.
售前资料员
对整个系统有 建设性
售后业务
资料接收/订单管理及 过户管理，三个板块的 数据的其实是互相作用 的，他们应该合并。
改装的情况，应又评估 师直接提供，而不是前 台审核
图片操作问题，不能放 大，也有误操作删除的 可能。
新资料上传后，不小心 点击进去后“New”就消 失了，会容易忘记审核 新资料
车辆轨迹不准确，且应 该与放行状态合并，两 者功能相似
市场预约可以删除
问题记录中记录人的显 示，记录人太多？
额外服务费用项目太多 ，应有过户专业直接填 写，然后通过表单核实
过户形式与预约情况的 合并
旧车主查验需要手动添 加问题记录，不方便
资料相关的问题： 资料的状态如何 资料的内容有什么 资料提交的提醒
自动提醒客户交款
提车前的确认步骤应该 清晰显示，包括是否付 款，资料是否齐全，是 否没问题等，之后才可 以提车
有单独的历史操作记录 平台，方便追究责任。
过户形式与预约情况的 合并
旧车主查验需要手动添 加问题记录，不方便
提前通知客户需要过户
改装的情况，应又评估 师直接提供，而不是前 台审核
提醒功能，某步骤完成 后，将直接通知接驳人 。
年审有效期需要输入而 不是选择
违章查询功能失效
通知新车主车辆改装的 事宜
只要是通知，可以退休 了
Customer Journey Map (New)
过户统筹及仲 裁
售后资料员
客服
付款状态，资料状态， 库存状态的直接显示。 及详细显示及对应的统 计列表。
资料不齐，而App只可 以上传一次，并且对资 料上传没强制要求。导 致补交资料人数太多。
车管所预约时间修改， 在现在基础上每个节点 推前半小时
需要带有改装情况和过 户详情的excel导出功能 ，因为旧车部一定要纸 质文件统计。
资料不齐，而App只可 以上传一次，并且对资 料上传没强制要求。导 致补交资料人数太多。
车管所预约时间修改， 在现在基础上每个节点 推前半小时
年审状态的判断应该改 变，应对临近年审的车 辆出现的问题
证件的有效期的识别， 从而避免过户中发现证 件过期的问题。
库存状态
有时候增票中没有车牌 ，只知道用户是谁，而 用户名搜索不能搜关键 字，要全名，导致找车 困难
证件的有效期的识别， 从而避免过户中发现证 件过期的问题。
库存状态
After in-depth understanding of all processes and the details of front-end and back-end services, a new customer journey map was designed. Now they only need four users to finish all the process of this service.
UX Concept Information management
Details information
Introduce the concept of service journey map to the management system to clearly show the status of each task, the service's user.
When the user click in one of the lists, they will get to know more clearly about the status, manage them, check and input information according to the ststus
Monitor of the tasks
Search
Meanwhile, the journey was use to monitor the tasks. So that the users will know all the tasks and the numbers of them, in order to manage their jobs.
Now, the users can search the information in a more clean windows, the up-to-data information will directily shows here, and they need not click sometime.
Edition of the information The detailed information is mainly based on the status and handling of special circumstances, to meet the needs of customer service for timely discovery and correction of problem information.
User information Due to the new system, the user can clearly know they task's information, such as their numbers of tasks, the on-going tasks, the time-spending, and the earning.
Service blueprint After an in-depth understanding of all processes and the details of front-end and back-end services, a new service blueprint was designed according to the venue, service process and details, end-user needs, new information architecture system, and middle-office interaction design, describing each service detail and process
入场中（旧车资料收集）
接 触 点
资料收集中
业 务 员
从系统接收评估 师资料
前 台
等待入场
资料审核中
未付款
问题解决中
进行资料的审核 包括是否对应及 是否超出有效期 等；并记录不在 列表内的其他问 题
进行旧车 主查验
确认资料 齐全 确认车辆 位置
确认车辆 入场
确认付款状态
旧车主资料，车辆资料及图片，年审情况，违章情况，改装情况，车辆轨 迹，库存，问题记录，操作记录；涉及公务车的还有车辆解编及委托书及 增值税票。
评估师端的App增加改装情况录 入功能，增加资料状态判断，增 加只有资料齐全，才能确认资料 齐全的按钮。
根据特殊情况及衍生业 务，如改装的还原，解 编，违章，年审等特殊 问题，进行额外的问题 解决确认。同时会涉及 到提车出库，提车保证 金收取的操作。
确认问题解决 确定车辆回库 确认付款，操作扣款
评估师App
网页
买家资料，订单号，付款状态，衍生业务
提车保证金
系统提示存在问题，并 等待解决。（问题待解 �%
增加资料状况提示，是否齐全，缺什 么；齐全的话提示操作车辆入场 自动区分的唯普查验及4S查验（需继 续给予4S的分级）
推送系统
确认车辆可进行预约过户
车辆信息的变更
系统提示完成交易 提示（等待预约）
车辆的其他特殊情况提示
系 统
分配专员
等待预约
资料回收
过户中
过户完成
资料回收
已完成
订单已完成
过户管理页面
评估师姓名及联系方式/看车联系人
后 台
过户中
交易中（买家资料收集）
推送系统
财务系统
库管系统
第一次提示新旧车主关于需 要携带的资料，最好可以在 在客户端新增过户预约功能 ，这样可以减少400客服人 数。
买家App
辨别过户形式，并选 择过户时间及地点， 选择系统推荐的过户 专员
确认过户情况
过户专员接单
放车至过户专员
确认过户专员的情况，核实 过户情况及产生的服务费， 最后确认过户成功
资料回收 车辆放行改成出售 发票扫描存档
结算
库存及车辆轨迹的变更
资料状态更新，车辆库管更新
过户专员及联系，过户状态/地点及时间，服务费状态
报表及结算等（各项服务费，衍生 业务收费）
自动生成流水号及密码 ，操作完所有订单的过 户预约后，设计一个导 出功能专门用于旧车部 ，新增“他人过户”形 式
系统推送过户订单，增加 接单功能，同时接单成为 过户专员的一个KPI
推送系统
第二次提示新旧车主需要 携带的资料，并提示最终 的过户时间及地点，过户 专员及联系方式。
系统继续记录车辆轨迹
库管系统
过户完成，系统接收过户专 员填写产生的服务费详情。
Interactive innovation of Jewelry customization (modular design) UX Design
Team work
2019.12 - 2020.04
Main activities Lanhu
Shared the high-quality user experience to team.
Sketch
Build design principle and design the high-quality user experience
Axure
Conducted the PRD, shared product information and UX design
Principle
Visualizing the User Interface Interation to test the user experience
Focus on user experience and standardize the structure of back-end information through the experience; Use modular design to design interactions and successfully achieve experienceoriented interactions; The ultimate balance of usability and experience interaction process.
Solved problem Standardize background data modules through interaction design.
Key challenges Jewelry customization is a new user experience design challenge. Different jewelry has different customization methods, and behind the interaction is a huge database. Need to consider user habits extremely, maintain the unity of interaction logic and ease of use, to reduce the difficulty of customization, but also consider that the huge database cannot support the customization of every kind of jewelry. The inconsistent user experience requires every product to redesign the data reading behind it.
Modularized the customization process, to increase the versatility of interaction and ease of use In line with the public user experience of the jewelry customization process
Design requirement and Product analysis Design Background This is a product that can be customized for all types of jewelry, including necklaces, bracelets, rings, and earrings. It cooperates with the famous fashion brand ELLE to create an unprecedented convenient and unique jewelry customization experience. It can customize all jewelry, supports at least twenty different customization methods, and supports more than one thousand customizations. From material to size, custom shape, diamonds of different shapes, lettering of different styles, inlays of different shapes, etc. Therefore, the interaction design is very challenging. How to design a simple and universal interactive module will be the biggest challenge.
Product analysis Jewelry is not like other ordinary goods, such as sneakers, clothes or bags, because jewelry has no fixed structure and has many categories. Ordinary bracelet is the simplest jewelry, it only has one module and one SKU, so when customizing, you only need to select one SPU to customize its; for pendant necklace, it has two modules, necklace and pendant. They belong to different SPUs. When we are modifying one SPU, the other SPU cannot be modified at the same time. For example, we are choosing a silver necklace, and we are choosing the material of the pendant. At this time, if we go back and change the color of the necklace, the choice of the material of the pendant will not be saved. Similarly, there will be more complicated situations that prevent us from modifying another SPU at the same time. Therefore, we need to distinguish between different accessories to form a unified logic. When we choose a accessory, we also choose an interactive logic behind that prodoct. Here are four interactive logic concluded by 7 products. Pendant = Material + gem = Modul = SPU + SPU Rings = Material + diamond = Modul = SPU + SPU Earring = Material + diamond = Modul = SPU + SPU Bracelet 1 = Material = Modul = SPU
Quick customization and buying user experience based on Wechat Applets, Applets
Mainly promote hot sale series, while recommend similar products at the same time Simple and easy to use interactive process
Bracelet 2 = Material + Pendant = Modul + Modul = SPU + SPU + SPU Necklace 1 = Material + Pendant = Modul + Modul = SPU + SPU +SPU Necklace 2 = Material + Pendant + Pendant = Modul *3 = SPU *3
单模块单 SKU
戒指 吊坠 耳环
Customized products can be shared and voted
单模块多 SKU
项链 3D product rendering which can interact Real-time customization and real-time preview Demo
Easy-to-use interactive process Allow multiple customization at the same time Detailed the information of the customization
多模块单 SKU
手链 情侣 耳钉
多模块多 SKU
Design research and concept User experience research We analyzed the customization interaction of dozens of jewelry products, and most of the competing products are just one of our customized branches. For example, only bracelets can be customized, or necklaces can be customized, or rings can only be customized. They are: Jewrl, Pandora, Tiffany, kendrascott, pipabella, apm, charmfactory, metal pressions, Walmart, gemvara, jeweel, thegldshop, chowsangsang.
User experience analysis For these different jewels, their customization is very different, even if they are the same product, they will present different customization options because of the customers' needs. The following are the possible options during the customization process.
项链材质
项链长度
戒指材质
反面刻字
形状定制
刻字模版
戒指大小
戒指镶槽
戒指钻石
正面镶钻
多吊坠 定制
情侣定制
项链材质
项链吊牌
正面刻字
反面镶钻
多项链 定制
其他定制
Design Concept According to the user's usage habits and the customization process of the jewelry itself. It is finally summarized into the following interactive modules after more than two weeks of continuous research and consultation.We combine user experience with product attributes and classify customization options. In order to achieve a relatively unified interaction, these options will be presented according to the SPU. Each SPU supports up to 4 types of customization.
选择类型
选择 SPU
选择材质
样式定制
正面定制
反面定制
Amarantha - A space for women to experience Intimate product User research/ Business
Team work
2018.09 - 2018.12
Main activities Service Design Tools
MVP
Market research, Persona, Customer journey Map to find pain point and oppotuntiies.
Business Model
Iterative upgrade Business model to find key value of the service
Create MVP experience to test the market offline in a store
Prototype
Create prototype experience to explain and test the service inside the team.
Service outcome Amarantha is a concept store showcasing products related to women’s intimate sphere through tactile experiences, with the aim of promoting body confidence and supporting women in their choices. This is achieved through a concept store, by selling products of brands that deal with women’s intimate sphere, and by providing customers with various experiences, with the purpose both of educating them and of breaking the taboo surrounding this talk.
Participate in research on user,market to identify specific moments in the user’s experience/journey ; design innovative conceptual services based on the business opportunity; design the concept of user journey map, iteratively upgrade the business Model to find the core value; design MVP and conduct prototype testing and landing testing.
Solved problem Designed a leisure space for women to discuss intimate articles. Design a sustainable business model to opera and incubate relatred innovative intimate products Design a space experience where men and women have equal rights to help better understand the differences between the opposite sex.
Background
Rresearch
Problem
Interview and Insight
Women use REALLY a lot of pads and tampons, The products for feminine hygiene that are highly polluting (pads and tampons). It is
It is
products over a lifetime
of plastic waste that ends up in landfills.
10.400 150 kilos
per Year
We have talked and made unstructured interviews using IDEO tools to gather information. Our interviewees consisted on women/students from Politecnico di Milano and other universities, from 20-26 years old; a psychologist; and we also talked to teenagers (aprox. 15 years old). From an online survey (obtaining 215 answers from women (163 italian women) from 18 to 50 years old) and some face-to-face interviews about periods and products for feminine hygiene.
The sustainability issue is not a priority for most of the women choice
There is a high rejection for cups for women
The group of close female friends plays an important role
Althougt heard about the cup, they haven’t thought about buying
It's hard to buy cups, just online or a few markets and some shops
Men they said that they do not care about this topic.
Limits of the use of cups is the interaction with blood and private parts
Women who do not use cups are the same women who do not use tampons
Chinese feel great embarrassment at discussing about period
One Life
Women feel embarrassed to take the pads/tampons with them when they go to the bathroom in public places. There is an important issue of the discomfort that women feel when using pads. We found out that there is a small group of women that use the cup when period.
Bramstorming
Mail pain points
High
hard to
RISK
Market
women will not buy this kind of products if they don’t know or haven’t talked to someone who is already using them, because they don’t want to risk to spend money on which might not work for them
these products are hardly marketable, because they are strictly connected to topics that are not easy to approach, and small companies find it hard to advertise their products
Mapping the current experience and doing market analysis as well as the possibilies of the innovation, we create a lot of what if and connect them with the business market.
Oppotunities
Risk
Market
Sells these products physically, giving the opportunity to women to touch them, to know them and to familiarize and have an approach with the products before actually buying them
By going physical, companies will acquire a part of the market that is hard to reach by selling mainly online, meanwhile, unite the users in a community and make the company more credible towards women.
reduce
able
After mapping the experience of the cup, we identified different type of users and we decided to work on the "awareness" and "search and evaluation" stages of the journey. This means focusing on a specific pain point of the journey: the fact that this is a "ghost product" that women have never seen or touched. More, Talking about taboo topics and women’s bodies has a great potential. We can use it to explore other products and brands and not only menstrual cups.
Project milestones
Transition to cups with org. period
Extra Products for Period Care
Digital Service
products
Guidance
B2B
(how to use)
Service for cup Brand
promote menstrual
First Time Users
“We Guide You” (customer service)
Physical Touchpoint
Meet the Cup!
cups
Cup Trial
B2C
(test it)
Cup Redesign
Training Cups (the
+ Accessories
cup guides you)
o c to b e r
replicate the experience to products of the same
See and touch the cup
intimate sphere
november
december
Concept Amarantha is a startup that aims to promote body confidence and to spread knowledge about topics sometimes difficult to talk about. This is achieved through a concept store, by selling products of brands that deal with women’s intimate sphere, and by providing customers with various experiences, with the purpose both of educating them and of breaking the taboo surrounding this talk. Tactile interactive experiences Selling brand’s products Trained shop assistants New meaning around women’s topics Customer Insights & Data Analysis Family of brands
Offering map
Customer and users THIS IS A B2B STARTUP THAT WORKS WITH BRANDS SELLING HARDLY MARKETABLE PRODUCTS FOR WOMEN
Although the final users are the store’s customers, our startup works for its partner brands. Building solid partnerships with brands is a key factor for our startup to work succesfully. As an overview, the companies interested in working with Amarantha as early adopters are brands that sell mainly online, struggling the most in growing through physical retail, and needing a “boost” in quick times with restrained costs. The products that we sell can be divided in three categories:
Tactile
Sale of brands’
Trained shop
New
Data
Insights on
Family
experience
products
assistant
meanings
analysis
customers
of brands
Period care products such as menstrual cups, organic pads and tampons and pain relievers; Sexual health products connected to sex care, pleasure, body exploration and contraceptives;
Direct contact
Selling in the
Direct contact
with the product
concept store
with a friendly
before buying it
Selling in the digital platform
approach
Periodic events
Collect new data
Contents on
Understand
social media
patterns
Discussions
Infographics and
Collaborations
charts about
between brands
customers’
through our
behaviours
service
Body confidence lingerie and other products designed for every body shape.
with experts
Users women aged 25-30, with an open minded attitude and willing to try new products.
BODY CONFIDENCE
S E X U A L H E A LT H
PERIOD CARE
Potential brand partners
DEAR KATE
Example products
SANICOT
LIVIA
SAALT
Period underwear and sportswear
Organic pads and tampons
Smart cramps relief
Menstrual cups
MYSECRETCASE Feminine sex toys
ELVIE
Smart kegel trainer
INTIMATE EARTH Essential oils to optimize pleasure
TOKKA
Natural sex care
AIKOU
ANEKDOT
BIRDSONG
LA MAR
Lingerie for small breasts Brands already contacted
Upcycled sourced lingerie
Lingerie fair trade
Sexy lingerie promoting body confidende
Persona (for business)
Persona (for customer)
“I really care about gender equality and sustainability and I’d like to build a better world”
“I would like to bring the menstruation conversation to mainstream.”
M ATE R I A L I S T
I DE A L I S T
N OT CON C E RN E D
PRI C E SENSITIVE
ON A BUDGET
HAS MONEY TO INVES T
D OE S N ’ T C A RE
S E N S I B L E TO S U S TA I N A B I L I T Y
F OLLOWS HABITS
OPEN TO NEW IDEAS
F OL LOWS T RE N D S
B U YS WH AT ’ S BEST FOR HER
SA RA H RO SSI
ABOUT
C RIS TIN A C OS TA
CRIS TIN A IS THE F OUNDER OF A COMPANY THAT PRODUCES MENS TRUAL CUPS. SHE RUNS A SMALL BUSINESS THAT SHE S TARTED 5 YEARS AGO, LEADIN G A SMALL TEAM WITH LOW EXPERIEN CE. SHE WOULD LIKE TO OVERCOME HER ES TABLISHED HABITS AND INVES T F OR GROW TH, IN A SECTOR THAT IN ITALY HAS JUS T S TARTED TO EXPAND.
31 YEARS OLD MIL AN , ITA LY
LIVES IN A FL AT MARRIED 1 DAUGHTER
C HALLEN GES
MOTIVATIONS
SHE DOESN’T HAVE A DEEP KN OWLEDGE ABOUT MARKETIN G;
TO EXPAND KN OWLEDGE AND AWARENESS ABOUT THE PRODUCT.
28 YEARS OLD MIL AN , ITALY
LIVES IN A SHARED FL AT SIN GLE N O KIDS
SHE’D LIKE TO CONNECT DIGITAL AND PHYSIC AL RETAIL;
CUP BRAND CEO BA IN ECON OMY
DEVICES USED
SARAH IS A YOUN G WOMAN THAT HAS ALWAYS C ARED ABOUT HER BUYIN G C HOICES. SHE DEFINES HERSELF A FEMINIS T AND SHE IS SENSIBLE TO SUS TAIN ABILIT Y TOPICS, AND SHE LIKES TO SHOW HER BELIEFS AL SO THROUGH WHAT SHE WEARS AND THE BUYIN G C HOICES SHE MAKES.
HABIT S
MOTIVATIONS
BEF ORE SHE BUYS A PRODUCT, SHE DOES HER RESEARC H;
TO BE EN GAGED IN THE DISCUSSION ON WOMEN’S REL ATED TOPICS.
SHE WRITES ON A BLOG WEEKLY; SHOP ASSIS TANT
NEEDS
SHE AIMS TO OVERCOME THE TABOO ON THE TOPIC.
35K€ SAL ARY
ABOUT
BA IN PSIC HOLOGY
TO AQUIRE NEW CUS TOMERS AND TO MAINTAIN THEM IN TIME.
C HANNEL S USED FOR HER BRAND
20K€ SAL ARY
DEVICES USED
SHE LOOKS F OR INF ORMATION ONLINE AND IS AN ACTIVE COMMENTER OF A FEMINIS T F ORUM.
GOAL S TO BUY PRODUCTS THAT ARE GOOD F OR HER AND F OR THE ENVIRONMENT.
WHAT MATTERS TO HER
S M A RT P HO NE I PHONE
TA B L E T
FAC E BOO K
I N S TAG R A M
WE B S ITE
WE B ADS
WORD OF MOUTH
CO M P UT ER COMPUTER
FEMI NI S T BLOGS
FRI ENDS’ ADV I CE
SUS TAI N ABI LI T Y
Persona (for customer)
Stakeholder “I am interested in trying new products, but I don’t feel comfortable to talk about intimate topics.” N OT CON CE R NE D
P R I CE S E NS I T I VE
D OE S N’ T CARE
S E NS I B L E TO S U S TA I N A B I L I T Y
F OL LOWS TRE NDS
B U YS WH AT ’ S B E S T F OR H E R
Feminist associations Software providers Women
Investors ABOUT
ANN A MAR TINI
26 YEARS OLD MIL AN , ITALY
LIVES WITH HER PARENTS EN GAGED N O KIDS
EN GINEERIN G S TUDENT RECEIVES MONEY
HABIT S
MOTIVATIONS
SHE ALWAYS COMPARES MANY PRODUCTS TO FIND THE ONE WITH THE BES T VALUE F OR MONEY;
TO GAIN MORE KN OWLEDGE ABOUT THE PRODUCTS F OR THE INTIMATE SPHERE.
SHE VALUES A LOT HER FRIENDS’ ADVICE;
DEVICES USED
TO BUY THE BES T PRODUCT THAT MATC HES HER NEEDS AND TO TALK TO EXPERT PEOPLE.
WHAT MATTERS TO HER TA B L E T
FAC E BOO K
CO M P U T E R
I N S TAGRAM
Owner of the space
Brands
Local community
Media
GOAL S
SHE SPENDS A LOT OF TIME ON SOCIAL MEDIA WHILE SHE S TUDIES.
FROM HER PARENTS
S M A RT P HO NE
Experts
ANN A S TUDIES EN GINEERIN G IN MIL AN AND GOES TO THE GYM IN HER FREE TIME. SHE IS AN ACTIVE PERSON AND SHE LIKES TO FEEL COMF ORTABLE WITH HER BODY, AL SO F OR WHAT CON CERNS THE PRODUCTS THAT SHE BUYS. SHE IS OPEN MINDED AND SHE WOULD TRY NEW PRODUCTS, BUT SHE IS N OT SURE WHO TO TALK TO.
F RIE N DS ’ ADVIC E
PRODUC TS QUAL IT Y
Primary
Secondary
We considered our users and customers, that are women and our partner brands, plus the investors and technology providers. Furthermore, we included the space owner, who provides us the space for the experiential concept store.
We considered the local community and media, some feminist associations and experts like gynecologists and psychologists, that could be involved in our events for discussions and meetings.
Stakeholders
Stakeholders
Business
Our competitor The competitors were considered on how they solved the problem of advertising and creating awareness of the intimate sphere topics and products. Amarantha’s approach is different. It is defined as a physical brand, focusing on experiential offerings in an active way
The price We are the cheapest with the best experience Starting a brick and mortar store
Starting a experience in Amarantha
euro one year
euro one month
80k - 100k
0.4K
Brand Positioning
Experiential / Active
instagram @aspaceforwome n
Amarantha OMG Yes!
Brands “Trial Time”
How it's the market? My Secret Case
MARKET OF MENSTRUAL CUPS In 2017, the global menstrual cups market amounted to an estimated USD 1.11 billion and is expected to reach
MARKET OF SEX TOYS In 2017, the online sex toys market amounted to USD 481 million. The market size is expected to expand and to reach
ewt experiential marketing*
MARKET OF CONTRACEPTIVES The EU market for contraceptives was worth USD 1.49 billion in 2016 and it is expected to reach
Bloggers & influencers
Digital
Wovo sex shop
by 2021.
720 million by 2022.
USD 2.17 billion by the end of 2021.
Physical Bulletin NYC
Freeda Refinery29 bulletin
Worn Dig.
USD 1.3 billion
Temporary Box Pop-up design*
Agency
Bio/Naturistic shops
Put a Cup in it blog La Bottega della Luna
Supermarkets
Informative / Passive
Rader map
Cost
Amarantha’s competitive advantage is providing an interactive physical experience that allows women to test products before buying them, while learning and overcoming common misconceptions about these intimate-sphere related topics.
Calculation of our profits and profit margin, starting from the shop fixed costs.
BRANDS “TRIAL TIME” Product test/ trial Staff/Expert interaction
Affordability (for brands)
Variety of topics
Friendly Approach
Besides that, Amarantha receives 30% of profit on every product sold.
Spatial Design
Multichannel Educative Hands-on
MY SECRET CASE
WOVO SEXY SHOP
Product test/ trial
Product test/ trial
Staff/Expert interaction
Affordability (for brands)
Variety of topics
Friendly Approach
Staff/Expert interaction
Affordability (for brands)
Variety of topics
To start the participation, brands give pay a membership with 2 payments of 800€ for the initial 4 months partnership, which is 400€ per month (after that, they can renew month by month).
Friendly Approach
TABLE 1
Spatial Design
400
From the 2 month payment from brands
SALES COMMISSION
30%
Brands taking 70% of the sale
Educative Hands-on
EXPERIENTIAL MARKETING
Product test/ trial
Product test/ trial Affordability (for brands)
Friendly Approach
Spatial Design Educative Hands-on
Based on the brands we have found
1
NEW BRANDS PER MONTH
2%
MARKETING VARIABLE COST
Depending on the proft the marketing costs vary
TABLE 2 1 st Month
3 rd Month
6 th Month
9 th Month
12 th Month
10
12
15
18
20
MEMBERSHIP INCOME
4.000
4.800
6.000
7.200
8.000
UNITS SOLD X BRAND
50
50
50
50
50
AVERAGE PRODUCT PRICE
40
40
40
40
40
20.000
24.000
30.000
36.000
40.000
6.000
7.200
9.000
10.800
12.000
TOTAL INCOME
10.000
12.000
15.000
18.000
20.000
FIXED COSTS
10.000
10.000
10.000
10.000
10.000
1.667
1.667
1.667
1.667
1.667
200
240
300
360
400
-1.867
93
3.033
5.973
9.600
-19%
1%
20%
33%
48%
# MEMBER BRANDS
BRAND’S TOTAL SALES €
Staff/Expert interaction
Affordability (for brands)
INITIAL SHOP COSTS
Friendly Approach
Variety of topics
PROFIT Multichannel
10
ACTIVE MEMBERSHIPS
MARKETING COST Variety of topics
Taking into account rent, bills, salaries, POS, and website.
BULLETIN NYC
(brands hiring for events/installations)
Staff/Expert interaction
10.000
FIXED MONTHLY COSTS IN €
Spatial Design
Multichannel
Educative Hands-on
The average voucher of products from 10 to 120€
SUBSCRIPTION PER MONTH IN €
INCOME PER COMMISSION Multichannel
40
AVERAGE PRODUCT PRICE IN €
Spatial Design
Multichannel Educative Hands-on
PROFIT MARGIN
Lean Canva In this scheme we summarized the key aspects of our start-up, both in terms of structure and functioning of our offer and in terms of financial management. We believe our strongest point stays in the relation between our solutions and the existing alternatives on the market. Some of them are very established, but, for the specific customer segment we selected as our target, we are more affordable and also more effective in terms of growth.
PROBLEM
SOLUTION
• Lack of knowledge on topics: women have many prejudices towards this categories of products; • High cost for physical: opening a brick and mortar shop is very difficult for companies with small budgets; • No connection with beliefs: many products for women, even if connected to very intimate topics, don’t use it as a benefit; • Low effort by multi-brands: Shops hosting different products don’t have real motivation to sell.
• Spread information: we offer precise informations both in our shop and in our online channels; • Shared shop: we heavily reduce costs for brands by renting a space in our shop; • Movement: we want to support our shop with the development of a movement, so women can have a further reason to buy these products • Assistants and percentage: we’re going to train our shop assistants and earn a percentage of the sales.
UNIQUE VALUE PROPOSITION
COMPETITIVE ADVANTAGE • Feminine “movement”
We showcase
• “Know-how” about the female world and habits
products for women’s intimate
• The experiences inside the shop
sphere through
• The family of brands
CUSTOMER SEGMENT Small companies that produce products for women’s intimate sphere, related either to: • period care • sexual health • body confidence
tactile experiences and an approach based on body confidence.
EXISTING ALTERNATIVES • Bulletin (Shop in U.S.A., selling mainly “indie” clothing and accessories for women) • Freeda (Feminist communication agency in Italy, developed on social media; they also sponsor products) and marketing agencies in general • Some supermarkets sell some of the products we have, but not many
KEY METRICS • Number of people that buy from more than 1 brand of ours
Decathlon for feminine taboo products
• Brand’s ROI after working with us • Number of online “nominations’ of our assisted services after working with us
COST STRUCTURE • Shop • Staff • Organization of events • Digital infrastrucutre
HIGHLY-LEVEL CONCEPT
CHANNELS • Shop • Start-ups conferences • Word of mouth • Social media • Blogs • Advertisement • Website
REVENUE STREAMS
• Percentage on sales • Partnership fee
EARLY ADOPTERS Companies with the following characteristics: • Products for females • Selling mainly online • Difficult to bring to the market • Lack of experience in the team
BACKSTAGE / FRONTSTAGE LINE
Brand innovate Based on Deloitte’s 10 Types of Innovation Framework The Deloitte’s Ten Types of innovation framework is a tool to enrich and diagnose innovation within the organisation or to analyze competitors The main types of innovation of Amarantha’s shop/service are in the experience, taking into account the design background of the team. However, on the configuration side, the organisation relies on the profit model with the membership model and the network with the complementary partnering. Finally, the product performance through the user focus and the superior product selection, complements the mix of categories for Amarantha. (See diagram).
CONFIGURATION
Profit Model
Membership: Charging a timebase payment to permit the access to the shop space, the events and experiences.
Network
OFFERING
Structure
Process
Product Performance
Product System
EXPERIENCE
Service
Complementary Partnering:
User Focus:
Added Value:
Leverage assets by sharing them with companies that serve similar markets but offer different products.
We are curating a selection of products and services specifically for a particular audience.
The additional services and functions (experiences and events) incluided in the memberships.
Superior Products: Although we don’t produce the products, we offer exceptional design and quality.
Channel
Brand
Customer Engagement
Pop-up presence:
Values alignment:
Create a temporary environment for each brand to show/sell their products on a physical space.
The brand stands for a big idea and values around women’s topics and expresses them in a consistent way.
Experience simplification: Delivering experiences that connect women and create a community of around the same interests.
Promotion
@aspaceforwomen www.facebook.com/ aspaceforwomen/
storyboard | user
1
The User, aware of existence of Amarantha, Discovers the event on facebook and decides to attend with a friend.
5
they discuss Clarifing their doubts about the product supported by the assistant, in a comfortable space.
2
The user reads information about the product and is interested to know more about it’s benefits.
6
When they finish the experience, they interact and talk with other persons on the shop.
3
The user has a first contact with the product. She imagined it different and judges if it would work for her.
7
They want to take pictures of different parts of the shop and props to post them on social media.
4
Together with the shop assistant, the user interacts with the different activitites to learn about her body.
8
She posts her pictures on her account and her friends start to like and comment about the event.
MVP test
Service blue print ACCESS
direct contact
direct contact with our staff Website
web
PHYSICAL EVIDENCE
Products
store/office people
advertisement Get to know about the service
Line of interaction
ON STAGE/ VISIBLE CONTACT Line of visibility
BACKSTAGE/ INVISIBLE CONTACT
platform employees
CUSTOMER ACTIONS
AFTER USE
USE
website’s landing page Learn how it works
Physical store/office
Register and apply to the service
Subscribe to the service and pay the fee
Physical store
Send us “x” products
Website
Physical store/office Website through the business profile
Website through the business profile
Other locations
Visualize sales performance in realtime
Organize events
Appointment with the staff
Appointment with the staff
Homepage
Submit brand info/ confirm application
Payment form
Quantity of items/ confirm delivery
Track and visualize sales
Track numbers of transactions
Do the event
Physical store
Receive customers’ insights
Renew subscription
Track and visualize reports
Payment form
Analyze data and customers’ insights
Confirmation of payment
Meeting with the staff and experts
Advertisement updates
Spreading information
Platform registers
Confirmation of approval
Process for the order of products
Create contents
Create contents
Collect user data
Confirmation of payment
Place items in the store and sell them
Planning of the calendar
Event delivery
Design the event and experiences
Create reports
Line of internal ininteraction
SUPPORT PROCESSES
Marketing strategy Website design and development
Register system Evaluation of brands and reports
Subscription plans Banking/ payment support
Inventory system Staff training Selling
Software management Website updates Selling
Marketing strategy
Connection with associations/experts
External support (food,drinks)
Software management Website updates Reports
Subscription plans Banking/ payment support
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