TEST by Joost Bianchi

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[ PORTFOLIO ]

JOOST BIANCHI Born on August 9, 1991 Hilversum, the Netherlands

EDUCATION 2013 - current Delft University of Technology, the Netherlands MSc. Strategic Product Design 2012 - 2013 Coventry University, United Kingdom Postgraduate MA Automotive Design (Erasmus Exchange) 2009 - 2012 Delft University of Technology, the Netherlands BSc. Industrial Design 2003 - 2009 Trevianum Gymnasium Sittard, the Netherlands COMPETENCES Concept Generation, Concept Visualization, Marketing Principles, New Product Development Economics, Business Case and Value Propositions, Technology Scouting, Market Research, User Research, Context Mapping LANGUAGES Dutch, English (fluent) German, French (basic) EXPERIENCE 2013 - current Delft University of Technology Mentor for foreign MSc. students 2012 - 2013 Delft University of Technology Part-time 3D Modelling (Rhino) Teacher at Automotive Design Minor 2010 - 2011 FS Hydrogen Racing Team Delft (FORZE) Exterior Designer SOFTWARE Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Microsoft Office, Autodesk Alias Automotive, SolidWorks, Rhinoceros, Keyshot, SPSS Analytics

PROJECTS

Research and strateg Wikifoods INNOVATION

Opportunities for a less wasteful food

BENTLEY NPD ADVICE

How corporate strategy can allign wit

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PRODUCT DESIGN FORZE HYFROGEN FS RACE CAR The first ever hydrogen FS race car

NIKE MYKNIT CONCEPT Personalized performance using innovative knitting technology

TATA B-SEGMENT CONCEPT A design that reflects the automotive values of our modern, urban society

strategy strategy

d economy

th design strategy

FORZE HYDROGEN FS RACE CAR

CONTENT

Concept design CAD modelling Mold fabrication Part fabrication Detailing Assembly

The team

THE DESIGN

Forze Hydrogen Racing Team is a student racing from Delft University of Technology. It currently exists of approximately 70 students, building a new race vehicle, powered by a hydrogen fuel cell, every year. The team had built three go-karts, before I joined the team. Together with a team of other engineers, we started working on a design for the very first hydrogen powered formula student race car. With a self-designed chassis, the biggest challenge was packaging all the components as efficiently as possible. Our responsibility was to develop a design for the glass fiber bodywork.

Since this was the teamsâ&#x20AC;&#x2122; first fully selfdesigned vehicle, the packaging of the huge fuel cell, hydrogen tank and temporary power-storage systems was not easy. The side pods of the vehicle grew quite substantial in size. We searched for design solutions that would (a) minimize weight, (b) reduce the visual mass of the side pods and (c) communicate the innovative drivetrain. In the end, the design featured removable side pods that visually comprise of two parts. The back end of the side pod was designed differently, to suggest a lighter and more dynamic structure.

C&C milling

fiber glass lay-up

paint and livery

assembly

WORLD RECORD HOLDER

Acceleration for hydrogen-powered cars <500kg 1/8 mile in 10.5 sec

THE CAR The 9th of July 2011, the car was finally ready. USsing the 28 liter hydrogen tank, itâ&#x20AC;&#x2122;s fuel cell could produce a max. power of 47 Kw (64 HP). The performance was measured: it could reach a top speed of more than 120 km/h and accelerate from 0 to 100 km/h in less than 4.5 seconds. In August it set an official world record in The Hague, the Netherlands.

NIKE MYKNIT CONCEPT

CONTENT

Vision Customer journey Concept design Design proposal

FLYKNIT TECHNOLOGY Debuting by Nike in 2012, Flyknit is a new way of looking at how we use material to produce our shoes. You would argue it is just a knitted upper, however there is a little bit more to Flyknit than just that. From an environmental perspective, it has helped Nike to reduce the material it uses in its production cycle. But even more so, it has given way to approaching design and functional integration in a different way. By playing with the composition of the Flyknit structure, Nike has been able to make adjustments in different upper designs. Varying grid lines, thicknesses and lay-out have enabled designers to engineer the upper from the ground up. From a customer point of view, Flyknit is also proving its value in the modern age of personalization due to its integrated and flexible design possibilities.

USER EXPERIENCE Just buying the product is not good enough anymore. Companies are reinventing their brand promise and delivering on it in new ways. Nike is no different. With the growth of personal health and fitness, have come new opportunities to engage in sustainable customer relationships. This trend has been mostly on the back-end side, by delivering new services and applications. These changes are influencing the way people see a company like Nike and the value it delivers. This new personalized and social way of delivering on value is only going to grow as retail is starting to follow up on these changes as well.

TRANSFORMATIVE PROCESSES

PROJECTS

As new technology will push production processes further, new approaches to user data are on hand. Whereas standardization has been a leading indicator of the current business model, flexibility and added-value will determine how shoes are produced. A three- stage transition from standardized to personalized processes is suggested.

PERSONALIZED DATA STANDARDIZED MEASUREMENTS

CONTENT

Field research Company analysis Market analysis Brand promise Opportunity scouting Innovation strategy STANDARDIZED PROCESSES

Roadmap and objectives

SEMI-PERSONALIZED PROCESSES

In the future the touchpoint will be positioned in such a way to accomodate for personalized processes. In the current phase (1), standardized measurements determine the touchpoints: size matters and this can either be communicated online or via retail stores. In phase 2 and 3, the touchpoint will shift towards more personalization and data collection. Standardized parts of the purchase can be done online and the data collection for the personalized parts will occur at selected retail stores.

PERSONALIZED PROCESSES

PERSONALIZED PERFORMANCE Essential. The shoe remains a core element for sports in general, an important asset for individual performance. Steps have already been taken to provide people with more personalized shoes, aiming to adjust as well as possible to the specific foot shape of a person. However, an integrated proposal has yet to be commercialized. Knitting and 3Dprinting are transforming the concept of sports shoes, but are still built on conventional standardized processes.

NIKE MYKNIT

TATA B-SEGMENT CONCEPT

CONTENT

Company analysis Context vision Product vision Concept development (2D) Clay modelling Alias 3D model

A CAR COMPANY FOR THE MODERN CONTEXT

OUTWARDS GREENHOUSE

ONE ARTEFACT Whereas car design graphics has been dominated by the grill-oriented face, the new TATA face is focused on establishing a uniform, transferable graphic. It represents one coherent story, of a range of products that go beyond their individual design language. Its horizontal character can be used in different applications.

3D DEVELOPMENT During the development of the design, a CAD model was made using Alias. Built on a realistic technical lay-out, the CAD model shows a realistic representation of the design.

WIKIFOODS I N N O VAT I O N S T R AT E G Y

CONTENT

Product research in the field Company analysis Market analysis Brand promise Aspirations Innovation strategy Roadmap and objectives

WIKIFOODS Food packaging. We not only protect our food from external dirt or bacteria, we also need it to fulfill the needs we have developed in our eating behaviour. Wikifoods is a startup company from Cambridge, MA looking to change the way we conserve and consume our food. The company is founded by Harvard biomechanical engineering professor David Edwards. By developing smart edible materials, they are combining the packaging and the food into one integrated, edible product. Having started with offering ice cream in their concept store in Paris, they are now looking to extend their portfolio and bring their vision to a larger audience. A team of six, we developed a marketing plan that aims to deliver on four different aspirations.

THE WIKIPEARL The Wikipearl is essentially a small round ball with ice cream inside. The technology used to make the Wikipearl is Wikicell. It uses natural food particles and nutritive ions to preserve the ice cream. The content of the outer Wikicell layer can be manipulated in such a way that it actually contributes to the taste experience. Alongside ice cream, also cheese and beverages can already be conserved and consumed with the Wikicell.

RESEARCH IN THE FIELD The Wikipearl is a radical new way of consuming food. Before we could even start thinking of future innovations, we had to experience the Wiki-way of eating first. We met up with some of the people working at the concept store in Paris and endulged ourselves in the current product offering.

INSIDE WIKIFOODS

PRODUCT ADVANTAGES

The real platform on which the company is relying is the company Quantam Designs, ofwhich David Edwards and Greg Horn form the executive team as founder and executive chairman. This company is the coordinating organisation of two sister subsidiaries; WikiFoods, Inc. and AeroDesigns, Inc. Quantum Designs tries to lead in nutrition and through their products they aim to eliminate plastic packaging and improve healthy convenience. Internal stakeholders from Quantum Designs are indirectly also the stakeholders from WikiFoods. Several stakeholders are the board, the scientific advisory board and a few investors and partners.

A major global company like CocaCola sells more than 1.5 billion cans of coke every day. Americans throw away 2.5 million plastic bottles every hour. In 2010, 14 million tons of plastic containers and packaging ended up in U.S. landfills, according to the Environmental Protection Agency. The barriers to plastic alternatives have not historically been a lack of ideas. It’s the combination of scale, stability and cost — all those things that have made plastic a success over the last century — that has prevented the implementation of those ideas. WikiPearls moves past all of those obstacles and the cells are able to take the place of plastic packaging and protect the food or liquid within.

1. Clear synthesis between

1. Skin can be washed out

visionary research and

without dissolving

business innovation

2. Easier adoption process due

2. Solid R&D platform QuantumDe-

to endless possibilities in using

signs due to collaboartions with

flavours and nutrients

institutions as Harvard and MIT

3. Less weight, less material and

3. Healthy push for strong part-

less mass

nerships, fundings and collabo-

4. New standards in terms of por-

rations

tability due to its handheld size

4. Products are developed and

5. Elimination of infrastructure

BRAND PHILOSOPHY Nature as inspiration The product and technique behind it are based on principles of nature. The seed of the idea behind WikiPearls was the goal â&#x20AC;&#x2DC;to explore how a biological cell could help us think about carrying water more efficiently in drought-stricken parts of the world. Technology This brand pillar derives from the curiosity driven background. The curiosity to develop new nature-like products goes hand in hand with the technology that enables it to develop CONTENT it. Using and developing new technologies the companies strives to investigate other areas of the food market.

Field research Sustainability Company The third analysis brand pillar is maybe the

most important one for WikiFoods. The company strives towards a worldMarket analysis wide change regarding the use of plastics in the packaging and food Brand promise industry. WikiFoods take this to a very high level by making their products Opportunity scouting completely edible and recyclable.

MEMBERS

Innovation strategy

ENVIRONMENTALLY FR INNOVATION

(OPEN, INTERDISCIPLI

Roadmap and objectives

SCOPE

Within the scope, the different stakeholders and objectives are solidified. The stakeholders and the objectives create the platform for future activites: products, events and technologies. The revised brand promise is a important guidline withing the scope, which should translate into added value products troughout the different activities.

SCIENTIFIC ADVISORY BOARD

UNIVERSITIES

THE BOA - Harvard

Core open, interd developmen

OBJECTIVES

NETWORKS To establish networks and to motivate people from different sectors in the packaging industry to develop the possibilities of environmentally friendly packaging with WikiFoods.

TRENDS To keep track of current trends in research and development and to test new technologies and manufacturing methods.

DISCUSS

To discuss possible solutions for implem with customers and and obtain customer feedback.

BRAND PROMISE With the current brand promise “Delicious food, wrapped by nature” expectations as delightful food, culinary food, or food wrapped in a special way. This brand promise does not fit what the brand stands for at this moment. For WikiFoods it is important to create expectations that they can fulfill.

RIENDLY PACKAGING NETWORK

PACKAGING BY NATURE

INARY TEAMWORK) PRODUCTS

COMPANIES

INVESTORS

ARD

disciplinary nt team

mentation partners r

Open, interdisciplinary development team

Important multinationals/ key players in the food packaging industry

EVENTS

DEVELOP To develop and offer innovative environmentally friendly packaging solutions with key players in the food packaging industry for the consumer.

STANDARDIZATION To establish the standardization of environmentally friendly packaging in both the consumer market as the B2B market.

TECHNOLOGIES

Changing the brand promise in a way that it fits the product is the best possibility for WikiFoods. The new brand promise will be “A unique experience wrapped by nature”. With this new brand promise they create expectations as different ways of eating, no garbage and being environmentally friendly. Besides that, the new brand promise better fits the vision.

INNOVATION ROADMAP Based on the revised brand promise and the scope, an innovation strategy was designed. In the strategy it is decribed whom delivers what value (members) and in what way the value is assessed (objectives). The roadmap offers a perspective in time, clearifying the dynamics between the members and the objectives. Wikifoods cannot change the way we think about our food alone. Therefore, it is important to realize that Wikifoods role as a leader is different in different innovation stages.

BENTLEY NPD ADVICE

CONTENT

Brand analysis Corporate analysis Platform & Segment Volume & Package Design Detail NPD advice

1924: A BENTLEY CAR WON THE LE MANS IN1924, 1927, 1928, 1929 AND 1930.

1900

1919: W.O. BENTLEY FOUNDED BENTLEY MOTORS LTD.

1931: BENTELY W PURCHASE BY ROLLS-ROY

HISTORY Bentley was founded by W.O. Bentley in 1919. The first Bentley was sold in 1921. The roaring twenties form the base for a well known, heroic and inspirational brand. Bentley wins several famous races and together with the so called Bentley Boys and high performance and reliable cars the brand soon establishes a brand with a rich allure. This ensures Rolls Royce, probably fearing competition, to buy the brand in 1931. Bentley is owned by Rolls Royce till 2003 when Bentley is taken over by the VAG group. In the Rolls Royce era there was no room for Bentley to shine, instead they were overshadowed by Rolls Royce and most of the Bentleys were rebadged Rolls Royces. The most important ecxeption in the Rolls Royce era is the coachbuilt Continental Type R. Though coachbuilt, this car has been of important inspiration for the first models under the leadership of VAG. Under the leadership of the VAG group Bentley has expanded its portfolio to four models, selling over 10.000 vehicles in 2013. In the process of rejuvinating the brand, the Bentley Continental GT has become Bentleys’ most successful model ever.

1931-1940: BENTLEY 3.5litre, W.O. BENTLEY: “THE BEST CAR EVER TO BEAR MY NAME”.

WAS ED

YCE.

1960-1979: BENTLEY’S HERITAGE WAS REDUCED TO LITTLE MORE THAN A BADGE.

1991: THE CONTINTENTAL R WAS THE START OF THE DEFINITIVE RENAISSANCE OF BENTLEY, IT WAS FOLLOWED UP BY MODELS LIKE THE BENTLEY BROOKLANDS, THE BENTLEY AZURE AND A COMPLETE NEW MODEL IN 20 YEARS: THE BENTLEY ARNAGE.

BENTLEY WON THE LE MANS IN 2003. THIS WAS ALSO THE YEAR THAT THE TAKEOVER BY VW WAS COMPLETED, THE BENTLEY AZURE CEISED PRODUCTION AND THEIR SUCCESS MODEL THE BENTLEY CONTINENTAL GT WAS INTRODUCED.

2010: INTRODUCTION OF THE MULSANNE.

2013

1950-1959: ONLY THE COACHBUILT R-TYPE CONTINENTAL BROKE WITH THE STYLING OF THE ROLLS-ROYCE RANGE.

1980-1989: THE BENTLEY MULSANNE MEANT REVIVAL OF THE TRUE SPIRIT OF THE BENTLEY.

1998: VW TAKES OVER AND GIVES MOMENTUM TO THE RENAISSANCE OF BENTLEY.

2005, 2006: INTRODUCTION OF FLYING SPUR AND GT CABRIO.

2010: BENTLEY ANNOUNCES SUV AND ENTRY LEVEL CARS.

BRAND ANALYSIS Identity Bentleys used to be driven by men. A company strongly rooted in racing, the flamboyant Bentley Boys quickly established a name for themselves. However, under the reigns of Rolls Royce, Bentley was not always able to inspire with the greatest performance. Bentley became more of a luxury brand, however with a slight rebellious edge. With VW taking over, Bentley has started to reiterate its past again. The Bentley Continental GT range has become the face of the brand, not coincidentally a 2-door sports coupe. Bentleys’ current marketing strategy is focused on communicating an active lifestyle, chasing dreams and driving the best car on the road. Always with an edge, but slightly understated. Image Football players, rappers, reality tv stars. Bentleys’ recent success has also attracted an audience that has dominated the brands’ image. With modern social media becoming available to everyone, a brands’ image is hugely dependent on what happens on certain social media platforms.

“To bui

ild a good car, a fast car, the best in its class.” CORPORATE ANALYSIS Mission Statement Bentleys’ mission statement reiterates the words of its founder W.O. Bentley. It aims at different values, some more implicit than others. The original statement had a strong connection with Bentleys’ racing history. A time during which not only racing was the hobby of a lot of rich young men, but also the concept of the car was different. The concept of the car was still developing as it was gaining recognition, but also becoming more and more accessible over years. Therefore, the term ‘class’ had a different meaning in that specific context.

2020 strategy Pressured by changing consumer preferences and platform sharing, Bentley is looking to add an introduction level sedan and a luxury SUV to its portfolio. Using the MSB platform from Porsche, Bentley aims to push sales past 15.000 units per year.

PLATFORM & SEGMENT Bentleys’ portfolio currently exists of the Continental range, the Flying Spur and the Mulsanne. The Mulsanne uses a own developed platform, whereas the Continental range and the Flying Spur share the same reengineered D1 platform from VAG. Continental GT Currently the second generation, offering new V8 engines. Also available as faster Speed version. Responsible for a large part of the total sales.

Continental GT 2-door grand tourer

Continental GTC The convertible version of the GT. Newly introduced in 2013, it served as a boost to the total sales. Bentleys’ most flamboyant offering. Flying Spur

Continental GTC 2-door grand tourer convertible

The second model just introduced in 2013. Bosting sales in regions where luxury, chauffeur-driven limousines are popular. Visually, the second generation Flying Spur has distanced itself from the Continental range. Mulsanne The flagship. Competes with the Rolls Royce Ghost. Is not supposed to be a sales-force, but is very important to maintain Bentleys’ exposure and brand equity at a high level.

Flying Spur 4-door, understated limousine

Mulsanne 4-door, ultimate limousine

VOLUME & PACKAGE Common denominator

Differentiators

The volume and package arrangement level is essential to a Bentleys’ character. Due to its substantial size, a Bentley conveys a certain arisocratic, visual weight. However, the ratios between the different elements of the design always have to make for a sense of dynamism and movement. A long bonnet, a short front overhang and a large rear overhang direct the visual attention towards the rear axle.

• Both a soft and angular corner treatment (A, distinction between models) • Both a 3-box and 2-box arrangement (B, distinction between models) • Both a dynamic and static DLO treatment (C, distinction between models) • Both a sculptural and a uniform side panel/shoulder treatment (D, distinction between models)

DESIGN DETAIL Common denominator

Differentiators

Design detail obviously plays a very important role in the Bentley designs. Attention to detail and craftsmanship are at the heart of Bentleys brand identity. Reoccuring themes across all models are the distinctive twin headlights and the unmistakable matrix grille. Those details are of course very characteristic for the Bentley front, however they only tell a small part of the story.

• Execution of twin headlights, the hierarchy determines the face • Orientation of rear light unit, horizontal vs. vertical • Different grille execution, integrated vs. ornamented • Applience of chrome detailing, modern vs. baroque • Use of air vents and baroque Bentley ornaments on more distinctive models

NPD ADVICE Portfolio extension and brand equity Based on the conducted research, some interesting observations were made. Bentleys’ portfolio extension to lower luxury segments, poses a strong threat that Bentleys’ brand equity will suffer. However, when executed right, the entire brand can also benefit from such a move. Here we propose (a) how Bentley can incorporate the two new models in such a way that it alligns with the current portfolio and (b)how it can build its brand equity by developing new concepts and engaging in strong partnerships. Design coherency • Redesign of SUV to cross-over (platform &s egment - volume & package) • Deliberate differentiation in surfacing and detail execution between sportive and distinct models