Product Service System Design
PORT
FOLIO BY: JING HUANG
Selected works 2017- 2018
Education 2017.09 - present 2013.09 - 2017.06
Politecnico di Milano, Italy Master of Product Service System Design Donghua University, China Bachelor of Industrial Design
Experience 2017.03 - 2017.05 2016.08
HEGII, Shanghai Product designer Design Research and Cultural Encouters Workshop by the Faculty of Industrial Design Engineering Delft University of Technology
Awards 2016.09
Red Dot Award: Houourable Mention
HUANG JING
2016.09
The 2nd Prize of 1st Youth Creativity Competition- Shanghai College Students’ Cultural and Creative Work
Birth: Dec.13.1996 Email: huangjing9612@gmail.com Tel: +8615000895787
2016.08
The 3rd prize of 2016 HAWORTH China University Design Competition
2016.06
The 1st Prize of 6th Shanghai Advanced Mapping Technology Competition
Software
Photoshop; Illustrator; Indesign; Keynote; Adobe XD; Premerie; Adobe Effect; Rhino; Solidworks; Keyshot
Technical ability
User experience mapping; Storyboarding; User research; Requirement analysis; Sketching; Prototyping; Modeling & Rendering
Skills
Others
Pipa-Chinese lute (Eight Level), Music theory (Third Level)
1 Drop.Mi
TABLE OF CONTENT
2 B-Belly 3 Treasure hunt 4 Chinese food in Milan
Drop.Mi Drop.mi is a service which helps Milan's citizens to adapt to the new mobility and negative influence caused by construction work under the background of reopening of Navigli.
Team
Theme: A resilient city|Re-open Navigli Pssd studio 2- Group work
2
Huang Jing, Zhang Weiyu, Nicoletta Clausia, Orlando Nicolo Partner Municipality of Milan Duration 6 weeks 2018 Year
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Drop.Mi
BACKGROUND
Slow mobility
47%
of mobility means in Milan are private vehicles
30 miles/h
of car speed limitation in Milan city center
Bad air quality
134
of people died for smog every year in Milan
73
times Milan has exceed the limits of fine dust in one year
Re-opening of Navigli in Milan A flexible plan to increase the resilience of Milan Sustainable development for enhancing the environmental resources Descrease the pressure caused by some strong urbanization and congestion areas Preserve the value of Navigli landscape from a natural and historical point of view Navigli is a big system of canals and waterways in Milan. Now the Navigli area is not open, which hide the waterways under the ground. Re-opening of Navigli is a project of Milan which will create a new 8 km waterway. The project includes the construction of new belt parks, railway stations, and new slow transport infrastructures.
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Provide an zero-impact energy source
RESEARCH
Key issues
Drop.Mi
Re-opening of Navigli will create new paths for cycle and walking, and also narrow the previous roads of cars. The big mobility change in Milan will influence people's life. The negative effects that new Navigli construction work would bring to business activities are also huge. Besides, citizens that live near building construction areas will be certainly affected.
Change of mobility Construction work
Opportunities
Mobility Encourage people to explore Milan in a sustainable way.
Adaption
Engagement
Awareness
Make citizens know, accept and adapt to the changes that re-opening Navigli brings.
Engage people in re-building Navigli, and enhance community connection.
Inform citizens about the benefits and impacts to them of re-opening Navigli. 5
CO-DESIGN Co-design are done in order to generate/develop our ideas and detect the need from stakehloders to get insights.
Co-design tools 1 Card sorting What info we provide
2
2 Activity card Users' preference on activities
1
3
3 Bubble sticker Re-build future Navigli by users 4 Drop Using How and where to use "drop" 5 Card Placing Problems and benefits of new Navigli
Boundary object
6 Stakeholder map Role of different stakeholders
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4
7 Function discussing The function of App/other touchpoint 8 Interview card Needs and concerns of shopowners
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FUNCTION OF
APP
7
data (home)
itinerary generate
transport recommend
“drop� system
suggestions collect
?
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5
INSIGHTS
1
2
3
Experts 4
I am very happy to give suggestions for re-building Navigli. I like the idea about generate the itineraries. And I think it could be generated according to our daily activities.
Citizens appreciated the possibility to give some suggestion about the project according to their desire. The mobility data are the most important for citizens, which could affect their daily life.
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4
5
Shopowners 6
7
Re-opening of Navigli is not only an action toward the future but also a look to the past, which allows people to discover something about Milan that was ignored. Offer an opportunity to discover the past of Milan Encourage citizens to be active in city maintenance organizations
Give instructions to citizens of how to use the new city
1
8
Drop.Mi
Citizens
At present, I don't know much about the project of re-opening Navigli, but if the future construction will affect our business situation, I would like to consider the cooperation with you carefully.
Keep up with the information about the construction work of re-opening navigli Discount collabration with our project is possible
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CONCEPT
Drop.mi is a service which helps Milan's citizens to adapt to the new mobility and negative influence caused by construction work under the background of reopening of Navigli. Drop.mi aims to encourage Milan's citizens to explore new Milan in a sustainable way by awarding them with virtual money("drop"). It also promote business activites in construction areas for buliding new Navigli waterways.
Sustainablity
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Reward
Support
Drop.Mi
OFFERING MAP
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SYSTEM MAP
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STORYBOARD
Drop.Mi
Marco, 32 Teacher Milan, Gioia
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BLUEPRINT
Activity Touchpoints
Discover Blue line along new Navigli path
Customize Appstore
Get Info App
Explore Tram
Bike
Bus
Support Receiving Benefit Metro
Electric sharing car
Check Up
Shop
App
Social media
Customer
Storyboard/ Scenario
Become aware of Milan issues
Discover the new path of Navigli and drop.mi
• Sign in • Customize your profile(personal info)
Check Navigli construction info and related data
choose which green transport to use
Map with area and time of construction, data about Navigli
Recommand green transport with different reward
• Decide where to go
• Start explore
• Check info of path(target, time)
• Collect points (drops)
• Reach a shop in Navigli construction area • Get info about the shop
Use drop to support shop in struggle and receive benefits
• Mark favourite places/paths on the personal map • Look others’ maps
• Share map
Update with places and paths that user like
• Show drops
• Check personal drop rank and wallet
Frontstage Interaction
line of interaction
• Digital ads • Physical information points
Information confirmation
Recommand places along New Navigli and show locations and routes
• Drop calculating • Access screen to the public transport
• Info about the construction
• Suggestion for entering
Ads for drop.mi
• Digital wallet • Payment page
• Show ranks and sharing link
Purchase interaction
Backstage Interaction
line of visibility
Propouse itself as struggle shop
Cooperation with drop.mi Provide information about construction work
Provide public transport data
Calculator system of path affluence
Google map system
Update info
Verify shopowners requests
Drop-money conversion
QRcode
Cryptocurrency system
Support process
line of internal interaction
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Create a proper marketing scheme
Manage the registration
GPS system for Blockchain
Big data
Ranking calculator system
TECHNOLOGY ROLE
Map request
Blockchain wallet
Personal code
1. Drop is infinite 2. More drops there are in the market,less value the drop has.
Drop Currency
Operation mode with green transportation
Drop.Mi
Blockchain
Drop.Mi app analyses the data with proprietary algorithms by using the internal sensors and GPS of users’ smartphones. The distance of users travelled are recognized to calculate drop currency. Drop.Mi will cooperate with Milan public transport system, so once users pass their smartphones on the pos when their journeys starts and finishs, Drop.mi can receive the information of the start point and the finish point with NFC technology. Drop.Mi app cooperates with sharing electric cars companies to get their API, so that we can get data of users by driving electric sharing cars.
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APP OVERVIEW Video of Drop.Mi app: https://drive.google.com/open?id=1HU9KVlGaYGejKOjWTYljqaQttQ1f9Yt
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PROMOTION
Drop.Mi
Video of Drop.Mi: https://drive.google.com/open?id=1mKEmcjf1ENc680toijbjyzHOJNgGlM_
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B-Belly B-Belly is a project which aims to engage pregnant women to be active in doing exercises and keep healthy. It is an innovative solution for pregnant women that give physical support and emotional security to them.
Theme: Health|Women Innovation studio 2- Group work
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Team
Huang Jing, Dai Mingrui, Nicola coco Partner Politecnico di Milano Duration 10 weeks 2017 Year
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B-Belly
TARGET Pregnant women
Headaches
Pregnancy is an ideal time for behaviour modification and for adopting a healthy lifestyle because of increased motivation and frequent access to medical supervision. Aerobic exercise during pregnancy improves health-related quality of life, not only helping with the physical pain but also with the psychological problems. It also prepares pregnant women for childbirth, and makes it much easier to get back in shape after baby birth.
Recommand exercises
Heart burn Low back pain Carpal tunnel Hemorrhoids Round ligament pain Leg cramps
30
minutes/day
Walking
Plates
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Swim
Yoga
Weight-training
with moderate intensity on most or all days of the week are recommanded
FIELD RESEARCH Survey As a conclusion, we had a confirmation about the lack of assistance from physical and psychological aspects: very few pregnant women have references about exercises and movement during this period.
By quantitative and qualitative information, we discovered that nearly half of answering mothers are not doing exercises at all. And 100% of the answering mothers are interested in doing more physical activities.
How often do you do exercise?
What is the obstacle that stops you to do physical activities?
How much exercise do you have per week?
What’s your most troublesome problem?
Time
17% Motivation 20%
40%
Regular exercise
Accompany
No exercise Sometimes
Company
54%
None/Less than 1 hour
18%
1-2 hours
18%
3-4 hours
1%
5-6 hours
33%
33%
Health problems Sleepness
17%
Vomiting Restless
Interviews
User dairy
We spoke with several different new moms. From interviews, we noticed the health of baby is a strong motivation for them. We also interviewed some experts to get some suggestions.
We also prepared user diaries for our interviewees. This user diary clarifies their daily routines and contains timetables for their activities, tasks and interests. The purpose of this tool was to explore hidden rules and needs in their lives to find design opportunities.
Giorgia, 25 weeks, 28
Rosi, 27 weeks, 36
Giulia, obstetrician, 39
My baby is all my thing, I can do anything for him.
I haven’t enough time, I want to find a easy way to care my baby.
They need some space but we must not leave them alone.
B-Belly
40%
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INSIGHTS Insights are get from desk research and field research. We put all our insights down on papers. They are divided by context, dlemma, why, motivation and ideal, which are the starting points in building personas and scenarios.
Dlemma
Context E-devices for social media
Not too much techsport Outdoor activities
No time
Worry for baby
No assistance
No interests
Why Stress
Physical pain
Motivation Baby first
Family & friends
Selfesteem
No information
Financial problems
No accompany
Ideal External support
Intervention points ·Physical activities with social community The biggest problem of pregnant women is the lack of time, which is mainly due to the lack of support from both family and friends. ·Physical activities with easy solution A lot of pregnant women think they have problems in doing physical activites. They know less about professional exercises, but are willing to try some easy ones. ·Physical activities with health security Women has lots of worry about the health condition of baby, and want to have instant connection from experts.
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Career & work
Social life
Electronic device
SCENARIO 2nd Scenario
Healthy Socialization
Productive Health
What: Easy physical activities
She is a pregnant woman of six months who needs to find motivation in order to follow a healthy lifestyle. She is always stay at home alone caring house, and she has no support from her husband. She falls into boring routine and bad habits.
Where: Outdoor Not inside group
alone
Guide Line
Social
Assitance
What: Short physical activities & Relax
Much time
Outdoor activity
What if
we find a product/ service to make an exercise program in which she can use free time effectively and that can help relaxing?�
group
When: When possible Scenario
Motivation
Design Opportunity
She is a pregnant woman of five months, which needs to relax and reduce pain due to long-time work. Being a successful entrepreneur, she has very little time and she needs to make the most from it to do exercise.
alone
inside
Scenario
we provide her with a product/service that can share information about pregnancy and also increase her motivation by involving other pregnant women?
inside
When: Whenever
What if
Busy woman Full-time worker
outside
Where: Outdoor Not inside
Who:
Design Opportunity outside
Lazy woman Housekeeper
Guide Line
Lack of time
Back pain
Efficiency
Self completed
B-Belly
Who:
1st Scenario
E-device
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SCENARIO 3rd Scenario
4th Scenario
Comfort Zone
Flexible Health
What: Gentle physical activities
She is a pregnant woman of seven months, but she lost a baby few years ago. For this reason she is always worried for her fetus health and also stressed for long hours of working, that makes her legs swollen.
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group
alone
Guide Line
Baby's health
Assitance
Where: Indoor What: Self-time Funny physical activities
Indoor activity
What if
we find a product/ service to do exercises with her children and can be use whenever she want to?
group
When: Spare time Scenario
Security
Design Opportunity
This mom is at her third month of pregnancy and she is totally devoted to her children. Since she has a weight problem she is aware of mportance of doing exercises but she always busy in caring her other kids.
alone
inside
Scenario
we provide her with a product/ service that make her feel safe and give her information about how to keep her baby to stay healthy?
inside
When: Rest time
What if
Mom of two kids
outside
Where:Indoor Not outside
Who:
Design Opportunity outside
Who: Worried woman A shopowner
Guide Line
Lack of time
Self time
Overweight
Efficiency
Outdoor activity
B-Belly
CONCEPT
B-Belly B-Belly firstly contains a smart pregnant belt that not only can support the belly and back of the pregnant woman very well, but also can monitor the mom’s and fetus’ heart rate, which would give sports feedback to her every time. B-Belly also contains a wristband that can be used after delivery. It continues the life of the monitoring device to keep track of status while doing exercise.
Firm support
Exercise function
Longer product life
Social function
Monitor conditions 23
PRODUCT Elastic double layer Back Support Handle
Front Support Ajustable Band
Device Pocket
Main part of B-Belly
Monitor device (removable)
Competitive features
Elastic Band Buckle
Social function B-Belly is no longer a traditional supporting belt or an exercise tool, it is a intelligent connection that links the mom-mom and mom-dad together. 24
Device Pocket
Monitor conditions The monitoring device that keep track of the heart rate of mom and fetus is a factor that makes the mom feel safe and motivated.
Wristband for after birth
STORYBOARD
One day, she received a gift from her husband. She was so happy and opened it to use.
After she wears it, she feel better with her back. And she is excited to see her baby's healthy condition on B-Belly app.
The phone alarms her to read some friends requests from other pregnant women. And they are so nice to invite Chiara to walk in the park together.
Chiara decided to go with them to have a try. They talked a lot, and find a lot of things to share with each other. She feels more energetic and happy.
After Chiara come back to home, B-Belly app reminds her to do some stretching with the belt.
She uses the belt to do stretching with the guidance video on B-Belly app.
Chiara's husband received instant message on B-Belly about Chiara's exercises and health condition. He is joyful and sends encouragement to Chiara. Chiara feels more powerful.
After few months, Chiara had a successful birth. And she removed the device from the belt into wristband.
She uses the wristband when she doing exercises. And she can also see her health condition on B-Belly app.
Chiara is healthy and happy with B-Belly!
B-Belly
Chiara is a housewife, she always stays at home eating and watching TV. She suffers a lot from back pain and she wants to do something to keep herself healthy.
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MOCK UP
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B-Belly
WEARING
After birth use
Stretching with knees and legs 27
APP FLOW
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BRANDING Video of B-Belly: https://drive.google.com/open?id=1e6vtN4pr_psYxA11WS4HAvo8YHCFZBN4
Unique selling point
B-Belly
B-Belly
B-Belly is the only product that supports pregnant women physically and emotionally at the same time.
Mission
Vision
Promise
The mission of B-Belly is to improve the awareness of the pregnant women to be active in sports and socialize with other people.
Connect the pregnant women everywhere anywhere.
B-Belly brings awareness and connection to your pregnancy.
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PROMOTION
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MEDIA MIX
Fb fanpage
B-Belly
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Treasure
hunt Treasure hunt is a program of 12 different games for each months in a year, which is designed for the children in Pennabili to build a close relationship between them and the landscape of Pennabilli.
Theme: Artisti in piazza|Landscape Visualization & prototyping- Group work
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Team
Jing huang, Carla Procida, Xinyi yao, Xueqing miao, Runyi chang, Sina Sabet Partner Ultimo Punto Duration 5 weeks 2018 Year
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Treasure hunt
BACKGROUND
Artisti in Piazza Since 1997, Pennabilli houses the International Festival of Street Art “Artisti in Piazza�. From the first edition, the event has become one of the most important events in Italy. The festival is based on a program that includes a wide range of performances. It enhances the cultural offer, tourism and economy in Pennabilli area.
50/60 Companies 200 Artists 5 Continents Audience 30,000 350 Shows 4/5 days 34
Mission The mission is to design strategy, tools and further actions to enhance the i n t e r a c t i o n s b e t we e n l a n d s c a p e , the Festival, its audience and local communities. The place needs new possible visions to shape unexpected uses and imagine a community action involving physical intervention.
RESEARCH 100%
of Pennabilli’s population are under 18
377 Children
38.9% of Pennabilli’s families have children
160 Families have at least one kid Treasure hunt
13.2%
According to the data, the number of children in Pennabilli is very small, and there are not many children activities because of poor peers. We need to do something for the children here to help them grow happier.
Stakeholder map of Artisti in Piazza
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Creek Lore Australia Songkran Festival Thailand Yearly Culture religion
Gardenet Italy 2016 Model of shared garden Students’ activities Interaction with locals landscape redesign Environmental protection 36
2017 Community-based Site specific artworks Environmental protection Landscape
Festival internationa de louisiane USA From 1987 Music and art Heritage Connection and interaction
Dorehami tv show museum Iran
Flow Festival Finland
2016
From 2004
Celebrities donations landscape redesign Charity
Ecology Waste reuse Sustainable food
The tree drawings England From 2008 Expression of nature Landsacpe for service design
Deisgn Harvest China 2011 Sustainable community Tourism Landscape redesign Co-design with locals
Treasure hunt
CASE STUDY
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OPPORTUNITIES Video of our research: https://drive.google.com/open?id=1T2VWe9slMzqA8JolsTv5glM2dMQzBGEV
if it’s true that the children of Pennabilli spend more time outside during the 5 days of the festival, how can we make sure they will be willing to do the same also the rest of the year?
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CONCEPT Treasure hunt in Pennabilli
In order to make children spent enough time in the nature, we designed a system for treasure hunt games where each month is based on a special topic: the topics were inspired by Tonino Guerra’s quotes about 12 months of one year. His beautiful words shows different elements in the nature of each month in Pennabilli, which can be used as our "treasure".
Quotes on the wall of an old laundry house
Treasure hunt
We want to design an adventurous game which aims to make children more creative and innovative by interacting with the nature. It can also makes the childhood of Pennabilli’s children more memorable.
Treasure for different months January
Snow
February Wood
Traces (pictures in the town) of Pennabilli's heavy snow in 2012
New snow spots
Pieces of wood tree bark
Wood costumes
March
Flower
Flowers that smell good
Flower candles
April
Star
Star language (alphabetical signs)
New starphabet
May
Mountain
Stones, leaves, feathers
Journey sticks
June
Water
Fruit with different color juice
Colored paintings
July
Ground Mud and twigs from trees
Mud tree faces
August
River
Brick traces of human
River artworks
September Rain
Tiny stones and twigs
Rainsticks
Specific leaves of typical trees
Leaf bookmarks
November Fog
Recyclable glass bottles
Fog experiments
December Fire
Fireplaces with wood
Coal drawings
October
Leaves
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CONCEPT In this program, every month has different treasure hunt activity. In each month there are 4 phases: the preparation, the actual treasure hunt, a creative activity related to the treasure hunt and finally the exhibition of their achievements. Actors in this program are children and the community( parents, teachers, organizers...). Every month's game map changes on the map of Pennabilli, which encourages children to explore this new landsacpe.
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Week 1
Week 2
Week 3
Week 4
12 maps for treasure hunting
INSTRUCTION BOOK
Treasure hunt
We did a booklet to describe our games including the preparation (week 1), tresure hunt activities (week 2), instructions for using "treasure" to do crafts (week 3) and exhbition part (week 4). We also considered the help we need from community and other actors in different games in our booklet.
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OUTPUT Gaming box:
12 Maps Booklet Calendar
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PRESENTATION
Treasure hunt
Video for our work: https://drive.google.com/open?id=1-o7Hv5wTr_V3EaAL7JIn6Jhmn0ggUpre
Conclusion: By treasure hunt, we expect to establish an intense dialogue between local communities and Pennabilli's landscape. Children are expected to build a more meaningful relationship with the nature they are living in. By the help of this project they will learn that they can acquire some material from their landscape and they can create something interesting with their creativity. Lastly, this project can be run for not only one year and it could be run in different areas.
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Chinese food
in Milan Design strategies for Chinese food business in Milan. In this work, mental model map are used to sinthesize knowledge about customer experience, to have physical and digital innovation.
UX tools, define focus and strategy UX design - Indiviual work Duration 1 week 2017 Year
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EXPERIENCES IN CHINA TOWN To have a diverse experience and full research of Milan ‘s China town, I went there with 2 other Italian friends. Experience in a street food store The first experience is the dumpling in a street food store. There is always long queue in front of this store. People can see the making process through the glass of the store. The menu is simple in both Italian and Chinese.
Transparent producing
Western tableware
Quick package
Experience in a Chinese traditional restaurant The second experience was about trying a hot dish(Wuhan noodles) in a restaurant. Italian friends have less idea of ordering because there is no description of each dish. They are glad to use chopsticks with the instruction of the package. After we finish our dishes, we had lucky biscuits with lucky words as a tiny gift.
Tiny gift
Instruction of using Menu outside the No description of chops store dishes
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MENTAL MODEL MAP BEFORE
DUR
CHOOSE A KIND OF FOOD EXPERIENCE
DECIDE TO EAT CHINESE FOOD
RESTAURANT
Enjoy the atmosphere and the interior design
PLEASURE
COMFORT Find prepared dishes ROUTINE
Get in line (ifTradition reservation was not made Buy food for cooking
Design opportunities
Missing home Easy to communicate Find a place closed to home
Book in advance if not you have to wait in line
SET UP MENTAL SPACES
Get in line (ifAppreciate reservationthe was not made chinese cuisine
Have relax Enjoy the atmosphere Contribute and support Chinese families
There are no spaces for relaxing
SPEND TIME Get in line WITH FRIENDS (if reservation was not made
EXPERIENCE
Find a place to work
suggested
Find a place to socialise
Get in line (if Try reservation a new place was not made
Discover a new culture Be like a tourist
Incorrect reviews online
DUTY
Get in line (if reservation Assignments was not made
Field research
Spend less money (eg. All you can eat)
There are no places to communicate
Find good quality
STREET
GetFOOD in line (if reservation Spend was notless made Have last minute choice Save time
Be relaxed
TAKE AWAY
Some time
Try typical traditional special dishes
Spend less
Difference between Chinese stereotype and the real identity special dishes
Difference between Chinese stereotype and the real identity special dishes
Language barriers
Language barriers
Choose a place
No payment for the service Have a complete meal Spend time and communicate with the others
Difference between Chinese stereotype and the real identity special dishes
Chaotic, mixed décor Cold approach towards Italians by the waitress
TOWERS AND CONTENTS PROBLEMS AND OPPORTUNITIES PERSONAS POINT OF VIEW MENTAL MODEL MAP
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Expensive food Not authentic, “Italian approach”
SUPERMARKET Get in line (if reservation Look for was not made
different kind of ingredients
Have the possibility to choose brands and prices
Mixed asiatic cuisine (eg. Japanese, Thai)
SPECIALITIES
Get in line (if Special reservation was not made
ingredients not easy not easy to find
Difference between Chinese stereotype and the real identity special dishes
AFTER
RING
EAT CHINESE FOOD
ANALYSE CHINESE COMMUNITY MEMBER Zhang Wei 53 year old Zhang has been living in Milan all his life. He is well integrated in Milan and with the Chinese community. He loves Chinese food, and is fluent in Italian and Chinese.
SHARE EMOTIONS
Feel worries Get in line INTERACT (if reservation was not made
Have prejudices Feel happiness
Try to understand foreigners
Feel comfort
Speak different languages
Have interest
Misunderstanding with the recipies
Feel surprise Feel shock
Get in line (if DIFFERENT reservation was not SERVICES made
Share through social networks
SHARE FOOD Get in line (if reservation Try more was not made
Get in line GIVE (if reservation FEEDBACK was not made
dishes
MODALITY
Ask for information
Ask for opinions
Learn how to use chops
Offer free things
Discover different
Ask fork and knife
No perceivable difference between lunch and dinner
Unconfortable way to eat
Give positive opinion Give negative opinion Share photos
Incorrect reviews
LEARN A NEW CULTURE Discover new habits Look for the history behind the recipes
Lack of coherence and willing to teach the tradition
COMPARE ASPECTATIONS Get in line (if reservation Change opinions was not made
Confirm your opinions
FOODIE CURIOUS Marie Jones 22 years old Mary is an international student from Europe. She is in her first year of studies, and is very curious when it comes to Chinese culture and cuisine.
ITALIAN SKEPTIC GUY Lorenzo Figini 28 years old Lorenzo is a local who is very skeptical when it comes to Chinese food. He thinks Italian cuisine is the best and he is very proud of his culture. He actively boycotts foreign restaurants, but he when he has to be there, he opts for fried chicken.
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PERSONAS
CHINESE COMMUNITY MEMBER
FOODIE CURIOUS
ITALIAN SKEPTIC GUY
Zhang Wei 53 year old
Marie Jones 22 years old
Lorenzo Figini 28 years old
Zhang has been living in Milan all his life. He is well integrated in Milan and with the Chinese community. He loves Chinese food, and is fluent in Italian and Chinese.
Mary is an international student from Europe. She is in her first year of studies, and is very curious when it comes to Chinese culture and cuisine.
Lorenzo is a local who is skeptical to Chinese food. He thinks Italian cuisine is the best and he is very proud of his culture. He boycotts foreign restaurants, but he when he has to be there, he opts for fried chicken.
PERCEPTION
Positive perception of Chinese food IMAGINATION
He knows what to expect KNOWLEDGE
IMAGINATION
She doesn’t know what to expect KNOWLEDGE
PERCEPTION
Love Italian tradition IMAGINATION
He just want to have a try KNOWLEDGE
Vast knowledge of the Chinese cuisine through personal experience
Mostly familiar with rice
COMPREHENSION
Does not understand the culture behind a lot of dishes
Has few opportunities to understand
“Is the restaurant going to be full? Should I make a reservation?”
“What’s the ingredient?”
“I have a lot of allergies, will they have anything for me?”
“Some Chinese dishes looks not good for me”
“I wonder how many meatless options they have”
“I don’t want to try some strange dishes ”
“Is the food going to be spicy?”
“It is hard for me to use chopsticks”
Full comprehension “how long will it take me to get to my favorite restaurant?” “Using chopsticks is intersting” “Should I call and order in advance?” “Is there any special meaning of this dish?”
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PERCEPTION
Curious to Chinese Food
COMPREHENSION
Little knowledge of foreign habits COMPREHENSION
EXPERIENCE MAP BEFORE Discovery
DURING Restaurant Visit
Reservation and Planning
“I’m hungry” UNCOMFORT
WORRIES
AFTER Exit
“I need a warm dish on a budget”
Make reservations via calling or app
“Would I come back?”
Direct relationship with the waiter SURPRISE
Check reviews and prices online
Planning the visit
Emotions
Payment with cash (euro or yuan) or card
“I’m craving chinese food” CURIOSITY
Get in line (if reservation was not made) Touchpoints
Think
INTEREST
SATISFACTION
Browse menu (in right language)
Receive menu in Ita/Chi/Eng
Thought
Place order
Leaves review on yelp etc.
“Would I recommend this?”
Waiting for the dishes
Enjoy meal
End meal
Order bill an pay
Waitress says goodbye
Actions
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OPPORTUNITIES
ENVIRONMENT FOOD
INTERACTION
FEEDBACK ERGONOMICS
ACCESS
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Decoration, Light, Atmosphere, Fragrance...
Appearance, Taste, Health, Temperature...
Menu, Images, Languages, Etiquette, Attitude...
GIfts, Snacks, Money, Award...
Tableware, Furniture, ...
Websites, App, Reservation, Comment, Sharing...
STRATEGIES
ENVIRONMENT
ENCOURAGEMENT
Chinese elements decorations
Free snacks
Chinese Furniture
Small Chinese traditon gifts
Posters about Chinese culture
Say goodbye in Italian and Chinese
Comfortable and relaxed
Discount
Chinese etiquette
Award for sharing opinions on Apps
SERVICE
ACCESS Research on the Website/App
Nice welcome
Reserve on the App
Communication in the same language
Go to the restaurant
Help for ordering(Recommendation)
Find seats
Menus in different languages with images
Get the menu
Help of using chopsticks
Get the tableware
Tips of eating
Get the good-looking dish
Effective dish serving
Get the sauce for self-serving
Show the process of food making Interesting Chinese games while waitng
Becoming Interested In Chinese Culture 51
Thank you for your time!
Jing Huang huangjing9612@gmail.com 52