piyaphach's portfolio 2016-2017
master in business design
00 Hello, I am Piyaphach Thavronpoue, but I go by JIB. I am an Interior Architect from Thailand; now I got my master’s degree as a Business Designer. I am a self-motivated, open-minded and multi-tasking person. I can work both as a team player and as a leader. When I was an Interior Architecture student, user analysis and branding were two of my primary interests. I started to believe in the human centered approach after I worked in Commercial Space and Retail Design at Studio POINT LINE PLANE.
about me
I am freshly graduated from Domus Academy and been learning more strategic tools and develop my thinking process. In addition, I was working to see things in alternative perspectives as I done my internship at Airlite/AM technology Ltd in marketing position. From that I gain and develop skills for my future experiences.
"Learn the rules like a pro, so you can break them like an artist" - Pablo Picasso
00 Implement
understand VPC
BMC
my work process
Analyze
Ideate
00 PROJECTS
limmbo
Domus Academy in collaboration with KICKSTARTER
+CERCHIO
Domus Academy in collaboration with L’UOMO VOGUE
The other side of me CONTENT
Domus Academy in collaboration with Italia Independent
book your story
Domus Academy in collaboration with Italian Hospitality Collection
COVER
PROCESS
OUTCOME
01
LIMMBO Domus Academy Entrepreneurship through Design workshop
my Main involved understand
Ideate
Anlyze
implement
BRIEF To startup a meaningful product for upload to this global leading crowd funding platform Challenge To move from idea generation to value creation
VPC
Data collected
Initial idea
Define Persona
Conceptual thinking
BMC/VPC
Prototype
Video animated
Story telling
Completed business in limited time Team : Farah Sleiman, Javier Guio, Dimple Jyanchandani, Cho-An Li, Daniel Wageman
01
rule defining
prototype
sketches
game testing
Project illustrated by Farah Sleiman
materialization process and development We started with the design thinking processes in order to develop our product. To begin, we conducted user tests to formulate the game rules. Our goal was to create a game that is not too difficult to play, but yet is not too easy to finish. Next, we prototyped the game to see the shape and size of the cards and make it suitable for our users. In order to define the look, feel and communication of the game, we devoted a large portion of time to sketching and developing the Illustrations.
01
MARKETING TOOLS AND ANALYSIS With a developed concept in hand, we then made customer personas in order to define the target and create the look and feel. Next, we focused on determining the campaign and production costs.
In this project we used the BMC and VPC in order to fully understand our project and to help us define the campaign cost calculations. In addition, the tools helped us understand and the user needs.
01
Video edited by Javier Guio
CONCEPt APPLICATION AND FINAL OUTCOME LIMMBO derived from the word ‘limbo,’ which when used outside of its religious reference refers to a state of being inactive or in between active states. From the idea of glorifying the ability to be introverted, we came up with a game for the mind and self: a visually engaging card game that challenges the players. Our goal is to go back to the basics. We want to challenge our players to arrange a journey-based solution in a tactile, thoughtprovoking game. We expect that players will enjoy the complexity and the simplicity of the game.
02
+cerchio Domus Academy Product Strategy workshop
my Main involved understand
Ideate
Anlyze
implement
BRIEF How can L’UOMO Vogue adapt to continue to engage with its audience and what should be in the near future? Challenge Solution finding for digital revolution upset the traditional distribution
Data collected
Brand research
Define target
Conceptual thinking
Co-ordinate
Project program
Define solution
User experience
Finding innovation for audience engagement Team : Cindy Borgatta, Domenico Venezia, Dimple Jyanchandani, Doga Vurgun
STATISTIC DATA
02
STATISTIC RESEARCH AND DATA collection STATISTIC DATA
The importance of this project is to analyze and understand the reader of the magazine.All of the insights and stat are collected from reliable and updated source in order to create the solution that fit with magazine and bring potential new target to the brand. We found data about men who read online versus one that read traditional way. The data showed that reading online are growing and can be opportunities for the magazine to expanded it audience After narrow down the target we look for more specific data such as men are mostly using smartphone to check on what relevant Next are areas that publishing can integrate with other industries
02
BRAINSTROMING AND ANALYSIS
Brainstorming is significant technique to find the problem solving for us. We started with listing the brand asset, finding the core area the connect magazine, website, event and social media After we narrow down to created the project we also brainstorming on how can we provided pre-post experiences for user, cost structure that will shape us to the final solution.
02 sig
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de face
Inte
MARKETING PLAN AND FINAL OUTCOMe We came down to marketing plan where we want to engage new generation who wanted to be updated by collaborated with service application that share the same brand value. We created Plug-in that will inform you on the map about event happening referred from your preference setting. We will launch on Fashion week in Milan because it is the time when people who share the same interest are together and potential to use service application
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03 the other side of me Domus Academy Product Strategy II workshop BRIEF Identify an appropriate co-branding partner for a new capsule collection
my Main involved understand
Ideate
Anlyze
implement
Challenge Capture the Brand DNA and match with right partner Clarification of market context
Data defining
Interview
Sketches
Define Insight
Focus area
Merchendising tools
Launch strategy
Communication direction
Identify opportunities for both brand and partner
Team : Carolina Caldas, Camille Aguilar, Elsa Afif, Wenchang Qiu
sketches
03
FASHION MERCHANDISING TOOLS AND BUYER PERSONAS
MAPS AND TOOLS
BRANDS LISTING
One of the significant things in this project is to know about the customer, we interview and note their behavior on social media. Define them in to three separated buyer persona using empathy map and map them together with merchandising tools. This convey us to topic research that can generate unique partners for the brand such as celebrity branding, celebrity marketing, No logo brand, cult brand and alternative trend for product and merchandising.
INTERVIEW
As Italia Independent is a fashion and lifestyle brand that mostly focus on eyewear industry. We started with doing a primary research on their channel and visit their store to encounter the brand perception from the customer and employee. That led us to understand the true value of the brand. In addition, we got to observe their visual communication, product, and product display and place all the information into merchandising pyramid and innovation adoption lifecycle map for better understand. Furthermore, we look into all their previous collaboration to be aware its benefit and drawback. Arrange it in to category in order to find the insight.
03
We started to find the partner brands after we understood clearly Italia Independent, what its need and what they have done. We go through a lot of brand possible and categorize them in to each personas found. After that, we put each brand in to positioning maps to see where can selected brand move Italia Independent to. At the end of this phase, we eliminate to focus only persona that represented core of the brand the most and put an end to three brands that can shift Italia Independent more to creator archetype but in through different way of appreciation. After finalize, brand that fit the most is Maison Kitsune because it can magnify lifestyle part of Italia Independent. Moreover, Maison Kitsune itself didn’t have own eyewear line. We spent majority of the time created a mood board, which represent combination of both brand, cities of Milan Paris and Tokyo and lifestyle of music fashion and cafÊ culture.
IDENTIFY COLLABORATION DIRECTION AND MOODBOARD
For launching this capsule collection, we were thinking about communication direction and timing. Since both of the brands related to fashion and they are from Milan and Paris, it will be perfect to publish in Milan and Paris fashion week, which are always, happen continuously. We called the series of this event “Independent Fox”.
In term of visual communication, we wanted to communicate the loud and bold identity of Italia Independent combine with minimal and contemporary style of Maison Kitsune by selected three bold color that give a Parisian feeling and using geometric pattern. In part of models, we decided on using real people to approach more creative class who mostly can feel related. We suppose this will enhance the hidden creator archetype of the brand and detach from it owner.
ITALIA INDEPENDENT X MAISON KITSUNE capsule collection PAIR ITEMS
The Other Side of Me is a capsule collection featuring Italia Independent eyewear paired with select pieces from fashion label Maison Kitsune. Inspired by three cities: Milan, Paris and Tokyo, this collaboration is a curious amalgam of both brands expressing their creativity. With a philosophy of having different lifestyles but we all like the same stuff, this partnership is not about labels, but sharing of interests on fashion, music and café culture.
PRODUCT LAUNCHING STRAREGY AND OUTCOME
VISUAL COMMUNICATION
Art Direction by Carolina Caldas
PRODUCTS
03
Product modeling by Wenchang Qiu
04
book your story Domus Academy Experience design workshop
my Main involved understand
Ideate
Anlyze
implement
Challenge Connect hidden link between each hotel
VPC
User observation
Brand research
Statement setup
Conceptual thinking
BMC/VPC
Project program
BRIEF How IHC emerge as a unique choice among the several and almost endless online offers and destinations for its target, working on the before, during and after phases
Led/Set goal
Selling point
Find solution with new innovation involving both online and offline
Team : Da-Sol Cho, Gustavo Gottfried, Jaynish Shah, Ahmet Yigit Yamak
04
sketches
ideation
IDEATION AND STORY TELLING We started with thinking about an alternative to Online Travel Agencies, who have simplified memorable moments into a few taps on the screen of the users’ phones. The lack of seeking to enhance the client’s’ experiences is where IHC come in. Lead to our concept which to provide an interface where they can book a memorable moment. It propose to turn user’s relationships into a series of memorable chapters that all together or individually speak of a love story. In term of story telling and presentation, we want to explained the service through customer journey. We decided to make our presentation as a storyboard, started from offline to online experienced and back to the user physical experiences during stay in order to make them shared their story and start over again.
brainstroming
story board
04
From the survey, we made a user journey map to understand opportunities and touch point in both male and female, as our target is couple, experiences booing a trip together. We found that mostly women are the one who often manage the booking, which can be IHC chance. We continue to look what if it a special occasion in a relationship. The male users, even if they lack expertise to book or to do research for a special occasion, will be presented with a series of options to cater even to the specific of needs. We also discover that there are two types of users, we called them the bedder and activator. Our solution summaries, based on every tool use, in to four phases that are discover the feeling, design your own trip, disconnect from the world and dream again.
JOURNEY AND EXPERIENCE PLANNING
04
Installation design by Da-Sol Cho
Web design by Ahmet Yigit Yamak
Creating a Story from the clients’ relationships; using the IHC Tuscany hotels as the theatrical backdrop for any occasion: anniversaries, proposals, weekend getaways, and/or any celebration. We propose to provide a service for the user with predesigned stories, furthermore engaging in the act of customization. The goal of Book Your Story is to make the process of booking a memorable moment for couples; this moment has been catered to the finest of specifications provided by the user through an uncomplicated interface from the Italian Hospitality Collection’s website. Due to their potential to become a family and recurring clients, unmarried, young, Italian couples are our targets.
USER INTERACTION AND OUTCOME
The strategically located offline installations aim to attract potential clients. After attraction, the user is asked to peek inside the top view hole; through which the user is invited to interact with a scroll wheel and to print the created artwork with one-of-a-kind QR code. This code, after being scanned by the user, leads to the IHC’s micro-website of Book Your Story. The interface provides information for the user about the options of the preplanned Stories for the future special occasion.
00 I am an interior designer who passionate in retial and public space. i didn't came here to change but to be better.
conclusion
I still who I am but a better version .
thank you
00