PIYAPHACH’S PORTFOLIO
version 2016-2017
Business Designer/ Brand Strategist
ABOUT ME
Hello, I am Piyaphach Thavronpoue, but I go by JIB. I am an Interior Architect from Thailand; now I am studying to become 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.
“Learn the rules like a pro, so you can break them like an artist.”
― Pablo Picasso
I started to believe in the human centered approach after I worked in Commercial Space and Retail Design at Studio POINT LINE PLANE. I am currently studying at Domus Academy and aim to learn more strategic tools and develop my thinking process; in addition, I am working to see things in alternative perspectives in order to gain and develop skills for my future experiences.
piyaphach.tha@hotmail.com +39 366 222 4909
WORK PROCESS
Data collection Trend analysis Interview Insight Competitor research User observation Define data
UNDERSTANDING
Ideate Branstroming Focus area Co-ordinate Positioning map BMC VPC User test Prototype Design program
Visual concept Selling point Story telling Define outcome Set goal Physical prototype
Sketches
Customer engagement
EXPLODE
MATERIALIZE
CONTENT
01 LIMMBO table top game
02 +CERCHIO plug-in application
03 DIET FACTORY
healthy food brand design
04 D.A.K.K
community programing
COVER
PROCESSES AND TOOLS USE
OUTCOME
1
LIMMBO
in collaboration with KICKSTARTER
Domus Academy Entrepreneurship through Design workshop
BRIEF To startup a meaningful product for upload to this global leading crowdfunding platform Challenge To move from idea generation to value creation Completed business in limited time Time 4 weeks Project type Entrepreneurs/ Group/ Student workshop My involved role: Collected data and statistic Initial idea Conceptual thinking DeďŹ ne Persona Find Sources Prototype Story Telling Video animator
Project illustrated by : Farah Sleiman
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.
MATERIALIZATION PROCESS AND DEVELOPMENT
MARKETING TOOLS AND ANALYSIS
With a developed concept in hand, we then made customer personas in order to deďŹ ne 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 deďŹ ne the campaign cost calculations. In addition, the tools helped us understand and the user needs.
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, thought-provoking game. We expect that players will enjoy the complexity and the simplicity of the game.
2
+CERCHIO
in collaboration with L’UOMO VOGUE
Domus Academy Product Strategy workshop
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 of digital revolution upset the traditional distribution Finding innovation for audience engagement Time 4 weeks Project type Brand Extension/ Group/ Student workshop My involved role: Collected data and statistic Brand Research Co-ordinate Project programming Define core solution User experience
STATISTIC RESEARCH AND 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 ďŹ t with magazine and bring potential new target to the brand We found data on 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 speciďŹ c data such as men are mostly using smartphone to check on what relevant Next are area that publishing can integrated with other industries
BRAINSTROMING AND DEFINING DATA
Brainstorming is sinificant 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 brainstroming on how can we provided pre-post experiences for user, cost structure. that will shape us to the final solution
Potential application
Suggestion : open application Browsing what needs Slide to see +CERCHIO map
Recommendation : Once user reach destination it will be fully detailed guide regrading the area
Notification : Pop-up and vocal advices about event and venues base on user preference
and other application which provided map/GPS
Example of user journey
Profile page
Event
+CERCHIO page
Hotspot
Events page
Login page
Preference setting Link page
L’UOMO VOGUE application interface after the project being well known
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 refered from your preference setting We will lanch on Fashion week in Milan because it is the time when people who share the same interest are together and potential to use sevice application
3
DIET FACTORY
Identity communicate for healthy food brand
Work experience as an identity designer
BRIEF To create the visual communication for Healthy food delivery company base in bangkok Challenge To ďŹ nd the reseach on healthy food trend and applied to communication Telling the story of being delivery food Time limit Time 3 weeks Project type Brand communication/ Individual/ Work experiences My involved role: Everything from research to delivered outcome
TREND ANLYSIS AND RESEARCH I started this project by research on healthy food trend and found out that in Thailand there are two major kind of people who order healthy food. First they are body builder and followed by women that are on diet. For this project we focus more on body builder. This group of people are mistaken as masculine and professional look. Area deliver of the brand are mostly young genaration area, from Ari - Jatujak. As a result brand need to attractive to young people. Look welcome but yet reliable
photo from : http://food.mthai.com/food-recommend/104598.html
COMPETITORS RESEARCH AND POSITIONING Since my client is not the frist in this business it is nessecery to see what competitor have already done. I found that mostly they target office working women who didn’t have time for deit so this service fit with their lifestyle. This make me positioning the brand in the area of more “Friendly masculine” and reliable
The idea of factory concept help user to think that food from the company are really well propotion For overall project I used orange as a key color because it is a color that look eatable and also easy to remember
APPLICATION AND FINAL OUT COME
For menu booklet, I divided in to catagory of food and written all the nutrition information. Poster design, the objective are to communicate that brand deliver the food fast and frash by using salad picture Another one is to tell story that brand tranforming your food to your ďŹ tness. They both got friendly look and feel.
4
D.A.K.K
community project take place in Koh Kret
Thammasat University Interior architectural design 4 project
BRIEF How to emerge community area, Krokret one of Thailand’s oldest settlements of Mon people, to create beneďŹ t for local people? Challenge Finding a distinctive point of community Solution to balance commecial area and local life How to improve community with design solution Time 12 weeks Project type Community development/ Individual/ Student project My involved role: Everything from research to delivered outcome
AREA OBSERVATION AND INTERVIEW The fist priority thing I did is to go to the area and feel the atmosphere of the community. In my opinion community project are very easy to failed to help people in the area because designer didn’t get to know the area enough One on one interview playing a significant role as much as area analysis. I choose to interview from leader of the village to elderly and kids It’s help me found out that middle age people are moving out of the area because there are no occupation to work in the area Time spent to understant the area culture and lifestyle are the longest
DATA ORGANIZING AND UNDERSTANDING
After all the data collected I designed to put information all together in mapping. So the information is easy to understand. From the maps I can easily see that this area is can be approach only by boat became the reason that area remain its rural atmosphere. The district is divided into dierence 7 villages connected by one main road For user data I categorize them and mark them with keyword that can come back to anytime
My programming is an eating tour that will attract user to acknowledge more about value of Koh Kret. Tourist will get through history of Koh Kret, process of making thing from local materials, taste delicious food from local product and view an unbelievably beautiful scene of the island DAKK (V.) • (แดก) (THAI SLANG USE IN VULGAR WAY) 1. to masticate and swallow; to take into the mouth and swallow. 2. to consume, use up, or waste.
PROJECT PROGRAMMING AND FINAL OUT COME
I seperated this tour into two route. Route 1 only focus only on food that famous and have a good taste. It will take about 15-30 min. Route 2 focus on culture and history behind process of making food. Tourist will need to access all area so it will take about 45 -60 min to finished
Personal statement Thai nationality 24 years old
VERSION 2017
Current address Via Pavia 3 interno 15 Milan, Italy Contact GBJKBGJKGHHKGKGGHFGKNFLFHDLGJLHGKHFIKGNFG +39 366 222 4909 BKNKFBFNLBNFBFNFLGJRGJDIGNDFKGHREI piyaphach.tha@hotmail.com CZBSKLBKDLVNDKVNDKVNFKVFDVBSDJK
JSPAJOSJFKDHFJDGFDJKFGDJKFHDFNKDBFKJD
excited to see what’s