JULIANA CEBALLOS PELÁEZ
DESIGNER AND ARCHITECT
DESIGN PORTAFOLIO 2019
The Fucha Threshold: The meeting of two realities Design Degree Project
PazAbordo: The Chiva of Peace Social media campaign to challenge violent extremism
Polidonal City Pa’ que te la goces
06 16 26 30 38 42 Néctar Pa’ Todos: Rumba sí o sí Expectation campaign and product
JACV Photography Interactive Website Design
Amazon study Retail Innovation Omnichannel St
2 48 58
y case n and trategy
Consciente Company proposal
Other projects Graphic design, illustration, product design and architecture
PORTFOLIO 2019
THE FUCHA T THE MEETING OF
THRESHOLD: F TWO REALITIES
8 Design Degree Project
ACTUAL STATE OF THE RIVER Based on a User-Centered Design approach, the objective of this project was to create an urban intervention articulated to its territory and inhabitants. This in order to reconnect, revalue, and resignify the Fucha river that currently functions as a physical, social and psychological barrier. For this reason, the purpose of making the ‘Fucha Threshold’ was to generate memory of this corridor in order to re-create awareness of its true meaning and to restore the value and importance of the river as an ecological, urban, pedestrian and sacred path.
DESIGN THINKING METHODOLOGIES Generating different design proposal was possible thanks to a background research and a deep understanding of the people and the place. Several design methodologies were made such as fly on the wall, observations, interviews, etnographies, surveys, activities with the inhabitants, among others which allowed to have a better knowledge of the complexity of the relationships and the different perspectives of the place.
The Fucha Threshold: the Meeting of two Realities
MIEDOS
NOST ALGI AD
ESEO S
AGUA ES FUENTE DE VIDA
RELACIÓN AGRESI VA
DEVO LVERLE IMPO RTANCI A AL RÍ O
PESCA R
PASO S CERRADOS MUCH A BASUR A
PÁJARO S MIGR ATORIOS
RECUPERAR FLOR A Y F AUN A
HABI TANTES DE LA CALL E
TIRAN PERROS MUER TO S
ESPECIES PERDIDA S
NADA R
CONEXIÓN CO N LA NA TURALEZA
CAMINO S RESTRINGIDO S
‘CAÑO’
RÍ O LIMPIO
MALO S OLORES
CAMINA R TRANQUILOS
VE RTIMIENTO DE AGUAS RESIDUALES
JUGAR Y PODE R DISFRUT AR CONEXIÓN CO N LA NA TURALEZA
CAMINAR CO N TRANQUILIDAD
INSEGURIDA D RÍ O LIMPIO PELIGROSO
GENTE HACE SUS NECESIDADE S
LUGAR MÁ S VERD E
MÁ S SEGUR O
10 Design Degree Project
PROTOTYPE A prototyping process of high and low resolution was made, which allowed to reach the final intervention in which the wall and nature were facing each other in the same space and the notion of the river as a barrier began to disappear. For this, it was key to co-design with the community and the CORVIF corporation in order to achieve a high impact intervention.
The Fucha Threshold: the Meeting of two Realities
FINAL VIDEO
https://www.youtube.com/watch?v=2hVDcjjX8no
12 Design Degree Project
The Fucha Threshold: the Meeting of two Realities
14 Design Degree Project
The Fucha Threshold: the Meeting of two Realities
PAZABO THE CHIVA
ORDO: OF PEACE
18 Social Media Campaign to Challenge Violent Extremism
THE CAMPAIGN The purpose of the P2P: Challenging Extremism Competition was to create an active social media campaign to challenge violent extremism. PazAbordo campaign had a very large and important reach at a national level, taking into account that it was made during a period in which the peace process with the FARC was being signed. The strategies and tacticts used to make the campaign were to connect to each other by understanding what extremism and violence ment to each other depending on each others past and stories. This helped to stablish a connection between the different forms of living in Colombia regardless the political, social and economic standards. The Chiva became a really important receptor and also an instrument in social media to encourage people to see the reality of the country. Create a net of peace all around the country was an objective as well, the chiva worked as a mobile capsule with multiple communication channels which helped to engage people through cultural analogies and generating empathy between the city and country land.
MEASURES OF EFFECTIVENESS
85 4,441 Municipalities visited
LIKES
being Facebook the most used media with 4.060 page likes
7,584 28,208
PEOPLE
from average post reach
VIEWS
most coveraged video
SPONSORS
1 TV spot and several Newspaper apparitions
PazAbordo: The Chiva of Peace
THE CAMPAIGN Chiva de la paz PAZabordo was a campaign to recover the relationship between the city and the country land in order to encourage people to show their talents in order to reconstruct the social nets around national violated zones and human groups. This helped to create an emotional relationship between groups in completely different contexts and to create empathy among each others.
20 Social Media Campaign to Challenge Violent Extremism
PazAbordo: The Chiva of Peace
22 Social Media Campaign to Challenge Violent Extremism
PazAbordo: The Chiva of Peace
POLINOD PA’ QUE TE
DAL CITY LO GOCES
26 Pa’ que te la goces
‘PA QUE TE LA GOCES’ ‘Pa que te la goces’ was a strategy that aimed to contribute to the achievement of Urban Human Development objectives of citizens, through access and enjoyment of their locations (Bogota is divided into 20 locations). Proposing Bogota as a Polinodal city. Also, it sought to bring a wide range of services, cultural activities, infrastructure and support networks to all citizens so they can enjoy their own locality without having to travel long ways to other parts of the city that are recognized for their high level of urban development becoming centralized and congested places. BLUEPRINT EXPERIENCE
phase
ATTRACTION
ENTRY
engagement
phisical evidence
Tarjeta mi localidad de viajes a bajo precio de rutas complementarias
Tarjeta mi localidad general
Tarjeta mi localidad premium
customer actions
Pedir tarjeta de mi localidad (normal/premium)
Adquirir tarjeta mi localidad general
Adquirir tarjeta mi localidad premiun
front stage contact/ employee actions
Patrocinar, ofrecer y vender la tarjeta mi localidad (premium/normal)
Utilizar tarjeta en rutas complementarias de la localidad y en otras rutas del SITP
back stage contact/ employee actions
Crear alianzas y rutas complementarias dentro de la localidad
Logística de rutas complementarias
Convenio entre SITP, bibliotecas y cajas de compensación
Mejorar servicio para los usuarios de cada localidad
support proceses
Logística de rutas y de beneficios que permite la tarjeta premium
Horarios de las rutas complementarias
Hacer vueltas y actividades dentro de localidad más rápido y fácil
Beneficios tarjeta premium
Pagar menos por un trayecto
Prestar un servicio más rápido y ágil
Agilizar tráfico de otras localidades Cumplimiento de horarios
Soportar estar rutas gratis o a bajo costo con actividades del fin de semana
EXIT
Paraderos de las rutas
Llegar a actividades o servicios dentro de la localidad
Transportar gente dentro de la localidad
Logistica de rutas, paraderos y destinos finales
Hacer que las personas utilicen su localidad y no necesiten ir a otras para realizar vueltas importantes o recreación.
Polinodal City
CONSTELATION
28 Pa’ que te la goces
Polinodal City
This strategy provides a service that seeks to encourage citizens to enjoy their place of residence, seeking to decentralize the capital. This through a variety of activities available to each location promoted strategically by public libraries and thus pose as platforms for cultural consumption. Also this service was integrated into the public transport system through a personalized transport card called ‘My Location’ that allows the user to make points to earn benefits where the compensation funds would become providers of services and content.
M id Loc a alid
EY KENND
The objective of this project is purely academic and does not represent the name or interests of the Nectar brand. Nectar is a registered trademark of Liquor Company of Cundinamarca and therefore its copyright and trademark are respected.
32 Expectation campaign and product
Néctar Pa’ Todos: Rumba sí o sí
NÉCTAR PA’ TODOS Nectar Pa ‘Todos is a line of ‘aguardiente’ Nectar, originally designed to benefit those people who do not drink alcohol and who often feel pressured by other people who are drinking. This product comes out in order that the sober can maintain his position of not drinking alcohol without feeling isolated. It consists of a bottle that internally is divided into two in which on one side of the bottle comes the ‘aguardiente’ and on the other side comes a non-alcoholic drink or with a much lower percentage of alcohol. This product line arises because it was understood that some of the most memorable events of the night happen around the bottle that contains the alcholic drink. For this reason it is sought that the sober can enter these events and participate in the same way as others.This line seeks to facilitate the night to this type of people and provide a series of benefits. An example is being able to share with the group, being able to toast, play and celebrate with them while they are maintaining their position of not consuming alcohol. Also, this product is accompanied by some phrases used by people when they do not want to drink such as ‘tomorrow I have class’ of ‘If I’m drunk I’ll call my ex’. Phrases that generate humor since with this product there are no excuses not to toast with friends.
34 Expectation campaign and product
Néctar Pa’ Todos: Rumba sí o sí
36 Design Degree Project
The Fucha Threshold: the Meeting of two Realities
JACV PHOT INTERACTIVE W
TOGRAPHY WEBSITE DESIGN
40 Interactive Website Design
JACV PHOTOGRAPHY http://www.webdesigninteraction.net/jacv/ An interactive website was created in Wordpress. A site dedicated to Andres Ceballos, a passionate photographer. This with the intention of collecting several of his best works and be able to share them with everyone. The website had designed menus and was made by installing widgets and plug-ins, which allowed the development of the page through drag and drop management.
JACV Photography
RETAIL INN & OMNICHANNE
NOVATION & EL STRATEGY
44 Amazon study case
Building an ecosystem that shoppers cannot live without
Deep understanding of the consumer
CONSUMER VALUE
=+
+
Price matching Free shipping Favorable tax laws
T
Innovation engine
Competitive advantage
1. “The empty chair” 2. “Feedback loop” 3. “Costumer driven”
“Not just listen, understand”
Emotional Innovation desirability Robots
IOTD
rones
Disruptive technologies Incorporation
feasibility
viability
1. Products development 2. Optimization 3. Experience 4. CRM
Innovation Engine
Integrates the 3 strategy levels
Conce system
1.Sma 2. Con 3. RBV 4. Dive
Retail Innovation and Omnichannel Strategy
This is an analysis on a successful international company, in this case Amazon, to understand, connect and argue information, macro and micro concepts, and economic, social, cultural and environmental context in a real scenarios of innovation projects and strategy. For this, the different levels of strategy, the value chain, the advantages and competitive barriers, the innovation engine, the 4 design powers, the balanced scorecard and the strategic services chart were taken into account.
“The consumer equation” Amazon Business Model
Traditional retail B2B2C Digial content
+
International coverage Fast delivery
+
Active consumer participation
The world's largest e-commerce company Market share
58.7% Segments Revenue
Wineries
m2 700
art Invertions ntrol V approach ersification
m3 10,000
thousands of millions
2016
Olympic pools
Average user valued by
US$189
ept: design Amazon’s ecom
2015 US$ 2.4
42% growth
Northamerica International Amazon Web Services
Madison Square Gardens
positive net profit from
17% (2011) 24% (2016)
9%
32.3%
Funtional Innovation
Design of contact points Amazon Go
Growth (CAGR)
1 without sales
US$6 millons in losses
US$916 millons
Operating Income
31% Incorporated
23% USAI
14% nternational
Constant growth of free cash flow
US$0.4 (2012) US$9.71(2016)
2017 earnings
US$37.96
thousands of millions
46 Amazon study case
Competitive advantage It allows us to deliver the value proposition Logistics services as a new product for B2B business line
1.FUNTIONAL STRATEGY Internal Logistics
Clientes
Pinterest Dropbox Airbnb
GE MLB Tata Motors Qantas
Strategic alliances UPS FedEx TNT
2.BUSINESS STRATEGY strategic direction from 3 lenses
516 services 1 million clients
FBA (Fulfilment by Amazon):Efficiency to generate the shopping experience
Sales increment
55% (2016)
External Logistics
Operations
Northamerica International Amazon Web Services (B2B line)
- 109 Supply centers - Technology support (Robots and drones).
Innovation in logistics services to integrate the value chain towards
(development of new services and products)
(in all business lines)
Internet of things
Provisioning System
Store’s concepts
Experience Design
Know How Construction
Digital concepts
Robotic
Technological factors Disruptive technologies incorporation
Fixed assets: To deliver value in all the links of the chain
Intellectual Capital for software development and consumer understanding CRM Intangible assets: - Inimitable - Inputs to innovate at the product level and at the business level Competitive advantage Resources integration with strategic targeting
Financial assets: - Positive cash flows to invest - Valuation on the stock exchange:
300%
de crecimiento en
5 años
Retail Innovation and Omnichannel Strategy
BUSINESS MODEL INNOVATION Eliminate undifferentiated aspects Sales and Marketing
Traditional retail channels
Service
Increase value over industry standards Integration between: - Promotions - Events -Experiences -PR
Platform that increases the scope, choice of purchase and value for the digital buyer
- Customer service integration through the online portal (for all lines of business) - Selling Coach
Create something that nobody has created before AWS based on core competence (technological infrastructure and know-how)
Return management through the online portal. Assistance access by phone Best experience for the consumer 2013
3.CORPORATIVE STRATEGY
Business lines
axes of corporate strategy
B2C
B2B2C
Digital content
1. Give the best service
2. Expand coverage by category
Reduce the value below industry standards ProďŹ tability to gain market share, increase growth and be proďŹ table in the long term
3. Build an ecosystem based on
50 Company Proposal
After analyzing a success case of Amazon, an international company, the creation of a company called ‘Consciente’ was proposed. This was focused on a conscious consumption that sought to promote sustainable fashion through a circular economy and committed to sustainable production and technological development. ‘Consciente’ was intended to create a change in the consumer mindset through the circular economy in which it is more valuable to have less clothes of better quality and that it is possible to reuse the clothes of others thanks to the values of recycling, reuse and repair. In addition, ‘Consciente’ would be a company committed to conscious consumption and sustainability creating a close relationship between different interest groups. Also, taking advantage of the use of disruptive technologies based on renewal, longevity, reuse, repair, modernization and shared capacity to be able to innovate. It was hoped that this business model would be replicable in other sectors of the textile industry in Colombia, so that each time are more, the producers that would be involved in the circular economy in its value chain.
project structure Synthesis macro findings
Final Insights
Field work Maco study
Reach (user and industry) Business type
Trends Case study
Discover
Interpretation
Ideation
Development of rational and creative business
Strategic business model
Implementation
strategic business model traceability and quality standards design content
clusters
sale of second-class clothes
community building
clothes return
voice to voice events and education materials development
clothing sales for recycling
co
n s ie nt
e
supplier
online shopping
maintenance Clothes collection material treatment services
Consciente
b2b innovation portfolio
b2c innovation portfolio
Strategic Alliance of suppliers
Purchase of sustainable materials and sale of clothes for recycling.
New and used products
Sale of new products and collection of used products for treatment and re-sale with discount.
Material treatment services
Purchase materials for recycling. Sale of clothing treatment services.
Conscious design
New designs development based on the returned pieces and the stories of them.
Knowhow and Triple helix promotion
Conferences, classes, consultancies on the subject of sustainable fashion.
Value capture
Knowhow and Triple helix construction
Value capture
Events and consumer experiences related to knowing the value chain of the brand.
Experiences
Crowdfunding designs capsule
Development of own quality standards for relationship with suppliers.
Participation strategies to promote national talent and finance collections with design content are more expensive.
MARKETING Triple Helix
Goverment Clusters
Suppliers
Provisioning system
- Promotion of initiatives in favor of sustainable fashion - Investment in R & D
Educational institutions
Know How Construction
Cluster
Work hand to hand with suppliers to access the best quality inputs (circular chain)
R & D in materials and processes focused on circular design and recovery
Value in the symbolic capital and not in the physical
Contact points development
52 Company Proposal
corporative strategy Mentality change
CIRCULAR ECONOMY Have less clothes of better quality
Have many clothes
Buy the full value of the clothe (value chain)
Buy what is cheaper
The go value o
Reuse someone elses clothes "Sharing"�
Own the clothe "Ownership" Buy new clothes
Recycle, reuse and repair
Innovation engine
Close r diff
Circular stra
Constant relation - User participation in the design of the clothes - Close customer service
Internal logistics desirability R&D Investment - Outsource development of materials - Develop new hand technologies of experts - Take advantage of initiatives of the sector (cluster) - Strengthen operations
feasibility
viability
Innovation Engine Alignment of the three levels of strategy COMPETITIVE ADVANTAGE
Diversification - Clothes sale - Materials sale premium to suppliers - Alliance for development of designs - Alliance with suppliers for quality control and raw material prices
-Provisioning - Close relationship with suppliers
Competitive adva (Product leve
materials development (supplier
Consciente
Circular use
Circular recovery The objective is to generate income by transforming the used clothes materials
oal is to have control over the of the clothes and take care of it to the fullest.
Conscious Minimize waste
Circular value chain
Integrated relationship between ferent interest groups
Intelligents Take advantage of technology to innovate
tegy Fundamental stage in the value creation (product level)
Operations
- Design - Material treatment - Packaging
antage el)
rs)
Fundamental stages in the value creation (Level of Experience)
External Logistics
- Office - Delivery - Inventory control
Marketing and sales
- Promotion strategies - Virtual channel vs. traditional channel - Stories of the garments - CRM
Clothes production (inhouse) Competitive advantage (Level of Expertice)
- Return and re-purchase - Stories of the garments - Active participation in the design
Circular vision
Timeless (basic)
I&D (inhouse)
service
Sales
Customer service
54 Company Proposal
creative business model This creative business model explores the different ways of approaching generation, delivery and value capture activities This version allows the divergent thinking to understand the scope of the value proposal and the way in which the organization can differentiate itself based on innovation.
allies
Cost structure
Union with the government and the academy for the realization of events and development of productive capacities. Alliances with third sector organizations that allow to strengthen the value proposal and make the brand visible in events that support the logic of the circular economy.
0-2 years COP $30,000- $90,000 2-4 years COP $40,000- $150,000 4-6 years COP $60,000- $170,000 Prices for second-class clothes depend on the condition of the clothe, it can be reduced even in a
capabilities
20%
Exploit the existence of clusters to promote the development of new materials and processes.
Involve young designers for the realization of new garment concepts. Take advantage of national talent and involve it in different parts of the value chain.
competitive strategy market share
18%
Design of low-priced products to increase penetration in middle class segments.
market share
12%
as a result of high investment in product innovation (Disney collections and licenses) and omnichannel sales strategy
market share
8%
special attention to the offer of broad product portfolio and investment in points of sale nationwide. "Private labels" (eg Falabella, Zara, etc.): fast fashion.
Consciente
growth strategy Replicate the model. Sell the proposal to sustainable textile manufacturers in Colombia. In this way, the proposal is not a business model for a start up but a way for these producers to integrate their value chain forward.
value proposal Develop a corporate social responsibility strategy that links issues related to the textile sector.
channels Generate a strategy that allows educating the consumer about the circular economy and the real value of the business model. Link influencers to make the brand known and to find allies that promote the launch of it.
Develop sustainable materials that involve a strong technological development in order to strengthen the value proposal and the differentiation strategy (circular design).
Make events a key point of contact where brand values are lived and where knowledge about the circular economy spreads.
Design experiences around the clothe treatment processes.
Take advantage of the stories behind the clothes to build the marketing campaigns and creative content of the brand.
To position and differentiate: - Inclusion of the value chain in the business model. - Integration of the value chain backwards. - Sustainable value of the garments and the business. - Creation of communities around reuse.
customer segment Take advantage of the creation of communities to promote the value of the brand, to position it and to encourage participation by the consumer. Invite the consumer to the factory, design pop-up stores where the value of the circular value chain becomes tangible.
price model Diversify income sources: create subscriptions, sell items that can not be recovered, take advantage of government resources and clusters.
create value give value capture value
56 Company Proposal
blueprint
Chain integration backwards
Sale and contact with the consumer Linkage and sale
Provisioning
Digital Channels
Each product tells its origin and characteristics
Physical channels
frontstage
Information on all inputs (properties, processes, quality standards and processes) is published on virtual networks and platforms.
Product
stages
Relationship with suppliers to ensure quality, control traceability and link them to the chain forward.
backstage
Make the brand known.
Online sale of the products requested.
Digital strategy, expectation campaign, digital ads influencers.
Virtual platform for sale and control of take history and profile creation of the user.
Remember the user of the virtual platform and the associated networks through the label.
Vendors are invited to events or pop-up stores in order to promote the circular experience and connect the links of the chain.
Contactar a los proveedores, hacer estudio de calidad, trabajar con ellos para desarrollo de materiales, vincular la informaciรณn a la plataforma, hacer un consolidado de la infromaciรณn en bases de datos.
Product delivery (strategic ally).
Estrategia digital, community manager.
Operations management for product dispatch and payment gateway control.
Consciente
Collection of used clothes
Product development and re-sale
Contact
Pickup
Revision
Treatment
Sale
Contactar al usuario para recibir la prenda o recibir solicitud vĂa de entrega.
Collection of clothing in the place requested by the user.
Quality study of the clothe (if it does not pass, it is sold to the supplier)
Arrangements, cleaning or re-design
Use of stories to promote.
Stories of the clothes in networks and on the website at the time of purchase.
Request for receipt of clothes and / or reminder to the user to return the clothes.
Linking new concepts associated with the stories.
Mass collection events in pop-up stores.
Send the user, receive requests, manage the logistics of the collection and filter stories of the clothes
Experience around stories and the circular value of the value chain.
Transportation and delivery system
Collect the clothes
Label that tells the story of the product.
Quality management, joint work with suppliers and allies.
Product treatment, association of stories to new designs and / or labels.
Stories promotions in the different points of contact.
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Gallaria Milleri
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CALIMA LA
AKE RESORT
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BaterĂa de b Bar Terrraza piscina Cubierta verde
Restaurante gourmet
S
Graphic design, illustration, product design and architecture
Circulaciones internas
baños
Conexión sendero intermedio
Conexión con MALECÓN
Restaurante internacional bouffet
Sports bar-karaoke
Circulaciones verticales
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FUCHA RIVER
PROMENADE
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ALAMEDA 1217 Ă rboles nuevos 657 Palmas de cera 10 9 8 17
Puentes longitudinales Puentes transversales Pasos semafĂłricos Pasos pompeyanos
42,722m2 de cicloruta
77,582m2
de paseo peatonal
120,304m2
total de alameda
477
luminarias
180
canecas
Graphic design, illustration, product design and architecture
DISTINTAS SITUACIONES TOPOGRĂ FICAS
UIS CENTRAL C
CAMPUS DESIGN
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Planta general por Castro Arquitectos
Agrupaciรณn mobiliario por UIS y Castro Arquitectos
Graphic design, illustration, product design and architecture
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BOLIVARIAN SOCIETY OF CO LOS ANDES
OLOMBIA AND UNIVERSITY OF S CONTEST
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Render fachada occidental por Castro Arquitectos
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DESIGN PORTAFOLIO 2019