Portfolio 2020 - Product and Strategic designer | Ferruccio Lara

lara ferruccio

portfolio 2020.

strategy and product designer

“

thinking.

“

Designers create not merely beautiful things, but values that are meaningful to the world.

“

*

yes, I do talk with my hands a lot.

*

education

work experience

2020 (1 year) IED Istituto Europeo di Design Master 1 Liv. - Innovation, Strategy and Design

2020 (4 months) Strategic Designer Intern CBA Italia - Milano

2014-2018 (3 years) Politecnico di Torino Design e Comunicazione Visiva (Design and Visual Communication) 2014-2009 (5 years) Liceo Scientifico PNI “Arturo Issel” Finale Ligure (SV)

courses 2020 (5 weeks) Georgia Institute of Technology User Experience Design (introduction) 2020 (5 weeks) University of Sydney Innovation through Design 2019 (4 weeks) DDMP Co-Design for people with disabilities

interests human centered design sustainability co-design reading unicorns

2019 (4 months) Strategic / Product Designer Intern Midea Italia - Milano 2019-2018 (10 months) Marketing and Communication Assistant / Graphic Designer Cascella Mobili - Torino 2018 (5 months) Tutor and Workshop Curator FabLab for Kids - Torino 2017 (3 months) Product Designer Intern Fabrizio Alessio Design - Torino

softs skills teamworking individual work planning ability communication skills presentation skills content marketing workshop ideation

softwares skills Adobe Suite Ai

Ps

Id

Ae

languages

3D Modeling and Render

Italian (mother tongue) English (C1) French (basic) LIS (Lingua Italiana dei Segni)

Other

Rhino Blender

html

Sketch

Pr

Keyshot

Office

Xd

*

SPOILER: seems linear, but it’s not

§!?

shhh

*

working approach.

my design process

listen listen to the client, even if he/she’s boring.

research discover as much as you can (especially people!). did someone say “post-it”

coffee anyone

?

think think how you can solve the problem (maybe there are multiple possibilities). make super bad prototypes, sketches, words, everything is helpful

break evaluate your work, can you do better?

?

!!

develop pick the best idea and work on that.

SLEEP

DEPRIVATION

deliver thank God someone invented deadlines.

REPEAT

dual identity Jewelry set design and brand development

year 2017 team 4 members softwares illustrator photoshop

keywords user centered design multiple needs prototyping brand identity photography

my task user research personas definition cjm product design mock up

need Young women (both students and workers), live their regular life during the day, and sometimes they have the need to extend their day during the night, for an aperitivo or a dinner, but they don’t always have time to go home and change.

How can we help them?

The user: GIULIA VALENTINA A stylish fuorisede I S AY I love fashion and I love shopping, but I can’t afford too much expensive jewelry.

AB O U T M E I am 23 years old I was born in Agrigento I live in Milano Magistrale (Economy)

I WAN T Something that can transform my outfit from day to night.

I AM

I BUY

I attend Bocconi University - Laurea

introvert

extrovert

conservative

rebel I EAT AT

follower

leader

elegant

extravagant

A T Y PI C A L DAY

PM

AM AC TI O N P L AC E TO U C HP O I N TS

+ E MOT I O N S MAP -

taking the metro

morning lessons

study session

metro

university

library

metro adv

ig adv

c

off

user research.

M shopping

aperitivo with friends

city center

bar

ff line banner flyer

word of mouth

testing and making.

ncollana ecklace

r anello ing

user interaction.

eorecchini arrings

final product.

adv and communication.

In the advertising campaign we can see young women portraits, half face is clean, while the other

half has some graphic signs representing the “night� part of the jewel.

plant mama App assistant design

year 2020 team personal project softwares photoshop adobe xd figma

keywords user experience user interface

need We are more and more surrounded by plants in our homes, because it’s a growing trend, but also because it has a positive impact on our lifes. But plants are not so easy to take care of.

How can we help the user?

Joshua Viola Man, have you seen my studio? I love plants!

But I’m too sloppy and sometimes I forget to water my babies.

Joshua is a visual designer based in Turin. He loves being surrounded by plants and flowers, because he likes being outside in the nature.

INFO Age: 32 N° of plants: 28 (studio) N° of plants: 17 (home) Forgetfulness level: expert

STAGES

Awareness

GOALS ∙ Encourage his girlfriend. ∙ Easily manage all of his plants. ∙ Buy new exotic plants! ∙ Try not to kill them.

Consideration

Purchase

Maintain

STEPS

Find a new Research this plant Find a store or a interesting plant type on the internet to online shop and buy discover more details the plant

Remember to take care of the plant and its needs

TOUCH POINTS

Social Media Google Adv

Home Studio

STRESS LEVEL

Google Adv Blogs

Online/offline shops

research and development PlantMama is an app designed for plants lovers, but also for who wants to be sourrounded by plants and flowers, but doesn’t know how to take care of them.

final product.

The user can upload in the app all the plants he has at home or in the office, add some information and details, and then PlantMama will remind him how much water his plants need, or when it’s time to change the soil.

bontĂ divina Digital strategy for a whole new brand

year 2020 - WIP team 4 members softwares illustrator miro google meets

keywords user centered design brand values online workshop

my tasks user research user interviews workshop ideation

Developed at

need Bontà Divina is on the market since the 70s, but it’s not up to date and it’s clearly different from all other products on the shelf.

It needs a total restyling and positioning, to bring back such a powerful brand in 2020.

How can we improve the brand?

ONLINE INTERVIEWS

All of them active on digital channels, men and women coming from

different areas of Italy, and from a wide age range.

They all are desserts consumers and purchase the product at least once a month.

LEONARDO 46 yo Liguria

STEFANO 56 yo Piemonte

BATTISTA 64 yo Sicilia

ANTONIO 44 yo Lombardia

LUCA 31 yo Puglia

MARCO 34 yo Calabria

ANNA 46 yo Marche

FEDERICA 53 yo Abruzzo

BATTISTA 24 yo Lazio

LETIZIA 49 yo Lombardia

CARLA 53 yo Puglia

FULVIA 62 yo Lombardia

We collected 12 different voices from desserts consumers.

DIGITAL ATTITUDE

A CT I V E D I G I TA L S Created by Made from the Noun Project

Created by Made from the Noun Project

PASSIVE D IGITAL S

• Younger • No digital friction • Reactive

• Not so young • More digital friction • Passive

Usually younger users, react without any particular effort to digital activities that need an active interaction, and they are more influenced by the social network activities.

Not so young users, or users who don’t know very well the social media language. They are influenced by “unidirectional” contents, where they are just the spectators.

FAVOURITE CONTENTS BRA N D

QUAL ITY

“I like to know the story of the brand, the used raw materials and the new recipes.” - Stefano, 56

“The origin of the products, the quality of raw materials.” - Carla, 53

P E O P LE

TRAD ITIONS

“The people who work” - Marco, 34

“Sometimes I’m curious to follow the preparation of the recipes related to the tradition of my region.”

- Battista, 64

DRIVERS

There are some key drivers, shared by all of the 12 surveyed:

Created by Made from the Noun Project

Created by Made from the Noun Project

Created by Made from the Noun Project

IN G R E DI ENTS

TRAN S PAREN CY

ART IS ANS HIP

It is important to know what that there are no “harmful” elements.

The transparency is important to see the product inside the packaging.

A product should express artisanship, even if it is an industrial product.

4,4/5

4,2/5

4,5/5

Created by Made from the Noun Project

Created by Made from the Noun Project

Created by Made from the Noun Project

SI ZE

GRAPHICS

EXPIRY DAT E

Both for the portions and for the weight.

Attractive graphics and transparency.

Short expiry date vs long expiry date.

4,1/5

4,6/5

4,7/5

ONLINE WORKSHOP

We organized a workshop with people from CBA and BontĂ Divina, to brainstorm about the brand and its digital presence.

BRAND ASSETS

We made a brainstorming session on every key value of the brand platform, in order to find topics and stories the brand wants to tell.

We gathered useful informations about the company, the products, the user’s needs, the inspiring things behind the production phases.

online workshop.

TONE OF VOICE

How BontĂ Divina will communicate in the future?

Experimenting with a more irreverent and pungent TOV BontĂ Divina wants to innovate itself, to freshen up in a substantial way the target market with an incisive TOV.

PACKAGING

final product.

A total new visual identity was designed.

The divine element can be seen in the logo itself (the O it’s actually a halo).

New, young and fresh colours were introduced, as well as a new way of rapresenting ingredients.

INSTAGRAM

Due to Covid-19, BontĂ Divina decided to open a page @tiriamoci_su where they can share happy and light hearted contents.

IG Posts

IG Stories, Posts and Challenges where the choosen formats.

They are all design using the new colour palette and Tone of voice.

Challenge

final product.

IG Stories

i tesori della terra Sustainable packaging redesign and brand strategy

year 2018 team 2 members softwares illustrator photoshop adobe XD

keywords user centered design sustainable product communication stakeholder feasibility

my tasks user research personas definition drawings product design website mock up

problem Cooperativa Agricola e Sociale I Tesori della Terra produces and sells biological products, especially yogurt.

Their packaging and communication although is not promoting all the values of the company.

How can we improve this?

THE STARTING POINT

CLUSTER

CARTA WRAP

BARATTOLO

B

In cartoncino, ≈ 112 x 288 mm

In carta, ≈ 156 x 156 mm

In vetro, 500g e 1000g

I

R ACCON TO persone

RACCONTO stile

RIVESTIMENTO

PITTURA B I CC H I E R I

CANDELE

STENCILVA S I

L A M PA D E

STAKEHOLDERS AND BRAND ECOSYSTEM R ACCON TO tecnica

RACCONTO luogo

Sfruttare la carta wrap per trasmettere ideali e valori di prodotto e produttore.

Adottare una comunicazione immediata, leggibile e visivamente impattante.

COLLAGE

Indagare le classiche Sfruttare la stampa 3D per tecniche decorative che realizzare componenti sfruttano carta e implementabili all’ogetto cartoncino. riutilizzato.

Lavorazioni più accessibili Dare accesso ad un sito anche con poca manualità. web con contenuti scaricabili e realizzabili.

SOSTENIBILITÀ Introdurre componenti supplementari, RESPONSABILITÀessenziali per un riuso in ambiti CONDIVISIONE alternativi.

Mantenere il pack essenziale, adattabile a differenti ambiti e esigenze.

CO N T

b

brand research.

First, we interviewed the stakeholders and the people working with Fabrizio Oggero, the boss of the company.

We understood the brand ecosystem, the products and how the communication is organized inside the company.

THE USERS

Il creativo è un soggetto che svolge lavori artistici o T di H DIY,Eraramente D I Y èMunOprofessionista M in questo settore.

Il maker è un’evoluzione tecnologica del tradizionale T H E mondo F A B artigianale.

LAB

Ha una strumentazione limitata, basata sui comuni attrezzi per il fai da te, per il bricolage o per piccoli lavori manuali.

Ha abilità convenzionali, riguardanti lavorazione di metalli o legno, ma anche interessi nel campo ingegneristico, elettronico, stampa 3D e dispositivi a controllo numerico.

Non hanno bisogno di ispirazione o di modelli da imitare, poichè la loro creatività li spinge a creare senza confini.

Spesso ricerca ispirazione dal web o dai social Network, prova ad imitare i progetti che più gli piacciono adattandoli alle proprie esigenze e alla propria vita.

Ha tendenzialmente una base scolastica/universitaria riguardante il mondo della progettazione e dell’autoproduzione, oppure ha sviluppato queste abilità nel corso degli anni.

Il riuso è svolto quasi inconsapevolmente, sia a casa che a scuola, come attività ludica e ricreativa.

Svolge essenzialmente progetti di riuso nel Tut t iI progetti di riuso sono svolti con un’attenta progettazione, alcune volte possono essere tempo libero, come hobby e passatempo, per per la vendita in serie limitate.

1 5 %e per decorareNe s s unpensati ottenere soddisfazioni personali o casa.

I bambini, di qualunque età, sono soggetti T H Ee desiderosi A R T SdiYconoscere.

KID creativi

MAKER

MANUAL SKILLS Hanno una strumentazione estremamente limitata, anche per la loro sicurezza persona-

C R E A T I V I T Y le, solitamente hanno a disposizione pochi e

basilari attrezzi, non sempre di buona qualità.

TOOLS

HOW THE YOGURT IS CONSUMED

BY THE USER? | survey

36%

U n m e m b ro

CO N S U M O I N FA M I G LI A

D ue m e m b r i Tre o p iù m e m b r i

15% 29 % 5%

F O R M ATI ACQ U I S TATI

4%

primary research.

We then interviewed the final users.

We managed to talk with almost 200 people, thank to 1:1 interview, phone calls, mystery shopping at the local supermarkets and online surveys.

We discovered that we needed a more simple, rustic and traditional communication, keeping the feasibility for the company as high as possible.

ideation and development.

final product.

The packaging has three different formats: the wrap paper, the tag (in two different dimensions), and the cluster.

Each of these is made with the same Kraft Paper, with the same texture, and has all the information needed, adapted to all the different supports.

graphics and communication.

All the communication was redesigned with a flat style and a new color code that can help the user to quickly identify the products.

NOI ABBIAMO LA NOSTRA STORIA... iil nostro latte

le nostre persone la nostra casa

il tuo yogurt

la tua casa

il nostro negozio

...LE NOSTRE BURNĂŹE* NON ANCORA

?

fatti ispirare sul sito www.itesoridellaterra.it

On the inside of every packaging we can also find a story about the life of the product itself: from production to the end user and the possibility to

upcycle the glass jar.

Thank to a QR code the user can find the website with different ideas for a DIY upcycle.

LA NOSTRA BURNIA, LA tua lampada FATTI ISPIRARE DALLE NOSTRE PROPOSTE, RIUSA CON LA TUA CREATIVITà RIUSO

BURNìA LAMP

MEDIO

Avrai bisogno di: > una burnia vuota (500g o 1000g) con tappo > un porta lampada > una lampadina > un pennarello > un chiodo > un martello > carta vetro Con il pennarello segna la dimensione del portalampada sul tappo.

Utilizzando chiodo e martello fora il perimetro appena disegnato.

Una volta concluso questo passaggio la porzione di tappo dovrebbe rimuoversi facilmente.

Facendo attenzione a non tagliarti leviga i bordi con la carta vetro.

Inserisci e avvita porta lampada e lampadina.

La tua burnia lamp e’ pronta. Puoi decidere se sospenderla, oppure tenerla sulla scrivania.

website.

RIUSO

The experience on the website is similar to the packaging itself. The user can find the same paper texture to enter the “upcycling� section of the website.

There he can find many different projects, divided in different categories and with all the information to make the project at home with the upcyled glass jar.

midea surround Brand strategy and portfolio expansion

year 2019 team 1 member softwares illustrator photoshop keyshot

keywords strategy design user experience branding product design video adv

my tasks user research drawings product design renders videos

Developed at

problem Midea is a Chinese electrical appliance manufacturer, specialized in air treatment products. A couple of years ago they decided to expand their market in Europe, but it wasn’t a successful start.

How can we help a chinese brand?

USERS AND INSTALLER COMFORT SEEKER “ We trust th e bran d we ch oose ”

€ SPEED (SERVICE)

€

1.

AWARENESS

INFORMATION

CUSTOMER CARE

PRICE (SERVICE)

MONOBRAND

MULTIBRAND

DISLOYAL (BRAND)

LOYAL (BRAND)

CONSERVATIVE

NOVELTIES

2.

CONTACT

3.

VALIDATIONS

5.

INSTALLATION

6.

AFTER SALE

8.

ENDORSEMENT

I L E ARN

CO M FO RT S E E K E R

E N TEC H PRE N E U R

h eal t h ca u ti o u s

s h owy m a na ge r

I NEED

I WANT

easy n e e d y

p i cky s h o p p e r

ON E SH OT

WA RM A DVI S O R I TH IN K

research.

Italy and China has very different purchase chains. In Italy, but also Europe, the key actor is the installer.

He is not only someone with technical expertise, but he can also be a trend setter. He is the one who will suggest you the best product, will install it, and will come the next years for the maintainence.

PURCHASE CHAIN

PROBLEMS

ONE WAY COMMUNICATION

HIDING THE PRODUCT

user needs.

On the other hand, we tried to solve the main problems that the users have with their regular ACs: cold balde of air, lack of feedback and communication within user and machine and no different air settings.

NEEDS bedroom

35

%

of your

DAY

activities SLEEP REST RELAX

air need SOFT

20

%

of your

DAY

activities FITNESS RELAX WORK

air need from STRONG to SOFT

living room

MARKET ANALYSIS

We went to the main reseller in Milano - such as Euronics, Trony and Mediaworld - we talked with people, but

we also did mistery shopping in different places, talking with shop assistants, installers and architects.

study and development.

We studied existing products to understand the technical details and the technology used in similar products. We had to develop a

new product for the european market, without interfering with the tecnical know how of the chinese manufacturers.

final product.

Midea Surround has been designed to satisfy different air needs.

blu undertone, that tells you the air is coming out from that part.

When it’s off, a frontal panel surrounds the entire body of the AC, giving a clean and elegant aspect.

In breezeless mode the panel slides completely down, unveiling the top part. This curve has the same colour of the internal flap and, with a total analog feedback, tells you that your AC is in breezeless mode, and not off.

When the AC is turned on, the panel slides up, unveiling the main frontal outlet. We can observe two flaps: the internal one is greysh with a cold light

Two different videos has been developed.

The first one wants to reveil the product in its shapes and movements, without telling too much about the technical

features. This was designed as an introduction video, for examples during conventions or technical meeting.

video adv.

The second one is a brand communication and moves the user on an emotional level.

In the video the user can see different moments of an everyday life, and in all of them Midea is the perfect brand that can be with him.

forno bonomi A new brand strategy

year 2020 - WIP team 2 members softwares illustrator keynote google meets

keywords user centered design stakeholder feasibility brand values

my tasks user research user interviews personas definition

Developed at

need Forno Bonomi is an historic brand from Verona. They are specialized in typical italian desserts and biscuits, such as savoiardi.

They are really well known locally, but they are aiming to expand their business.

How can we help the brand?

1:1 INTERVIEWS

primary research.

We interviewed 10 people from different cities in Italy (North, Middle and South) and we asked them about their relationship with food and industrial desserts.

“il gusto autentico”

“il gusto per tutti i sensi”

“il gusto della semplicità”

“il gusto senza sensi di colpa”

IL GOLOSO SENZA COMPROMESSI “Piccolo o grande che sia, quando mi concedo una coccola deve essere un’esplosione di gusto in bocca.”

- ANTONIO

The dessert as ...

HABIT

VARIETY

FUNCTION

EMOTION

PERSONAL MOMENT

SHARED MOMENT

The snack is ...

NEW POSITIONING PIACERE

IL GUSTO AUTENTICO TRADIZIONE

RICERCA

IL GUSTO DELLA SEMPLICITÀ CONTROLLO

FORNO BONOMI

We discovered that Forno Bonomi main values are Authenticity, Determination and belonging. As a brand they should always express this points in every aspects of their communication.

brand platform.

VALUES AUTENTICITÀ

Autenticità Una marca genuina e sincera, dove tutto quello che si vede è esattamente così com’è. Radici solide che affondano in una storia di famiglia, fatta di impegno e dedizione, che regalano lo slancio sicuro verso obiettivi sempre nuovi. Una marca che sa evolvere, restando sempre fedele a se stessa: buona fino in fondo e capace di regalare momenti golosi, pieni, indulgenti.

REASON TO BELIEVE Una storia di famiglia, dal 1850, fondata su valori autentici come l’impegno, la fatica, la trasparenza la sincerità. Un’azienda che da sempre ha fatte delle sue origini un punto di forza, un valore da cui partire per raggiungere nuovi obiettivi.

GENUINA FAMIGLIARE SINCERA

DETERMINAZIONE Determinazione Fare le cose come si deve, senza prendere scorciatoie e senza scendere a compromessi, ricercando soluzioni nuove e funzionali, per garantire l’alto standard qualitativo di sempre. Una marca che sa mettersi in gioco, consapevole di chi è, di cosa fa e di cosa vuole diventare, forte di un metodo tramandato da generazioni.

REASON TO BELIEVE ESPERTA INGEGNOSA CONSAPEVOLE

L’essere di montagna è un valore aggiunto e l’ attitudine di chi la vive è non solo modo d’essere, ma anche modo di fare le cose, con coraggio, ingegno e forza di volontà. Queste qualità li hanno guidati fin dall’inizio della loro attività, dall’approccio alla filiera sino alla tecnologia: pasticceri e periti meccanici, capaci di trasformare le macchine per creare il prodotto esattamente come lo volevano.

BRAND PURPOSE

Far vivere la montagna, dando voce alle persone, al territorio e ai valori che li legano e li accomunano.

Forno Bonomi è simbolo di una realtà aziendale che non ha mai dimenticato le sue origini, radicate nel cuore della Lessinia. Ha sempre dedicato tempo ai suoi lavoratori, a tutti gli individui della comunità, ma anche al territorio stesso, facendolo conoscere e riscoprire in tutta Italia e nel mondo.

PACKAGING DEVELOPMENT

The packaging redesign can follow many different path. Here some preliminary sketches and concepts.

All of them have reference with the territory or with the history of the brand.

first sketches.

tequila clase azul Luxury upcycling and brand strategy

year 2019 team 3 members softwares illustrator photoshop keyshot

keywords upcycling luxury brand strategy design product design user experience

my tasks user research product design website page

problem Tequila Clase Azul is a luxury tequila brand. Each bottle is handmade by several mexican artisans and is a unique piece of art. For this reason people tend to keep the bottles even when they are empty, without using it.

How can we give a second life to these bottles?

The typical user is someone who wants to reach for the luxury, but also has a “eco mindset�.

Knowing this, the best way to give a dignified second life to this beautiful pieces of art, is upcycling.

Upcycling that needs to be as luxurious as the brand itself, so needs to be a collaboration whitin artists.

d

research.

brand

LUXURY

Status Seeker

Betterment

ECO

EGO

Showing Off

Guilt-free

PREMIUM

KINTSUGI upcyclingKINTSUGI collaborating with artists

upcycling collaborating with artists

ideation and development We started to think where the majority of the bottles is bought, and we found out that the HORECA channel is the one with the highest number of unused bottles.

So we developed something that can be used in hotels and resorts: a mirror collection.

final product.

nabla Nabla is a capsule collection composed by three mirrors with different geometric shapes (circles, square and triangle).

The mirror, with a gradient effect, can reflect the environment, giving the sensation that the bottle is perfectly integrated in the room.

E IT

1.

3.

2.5.

TAKE IT

6.

2.

CARRY IT

4.

FILL IT

6.

LEAN IT TAKE IT

8.

INSERT IT

7.

LEAN IT

PLACE IT

9.

INSERT IT

INSERT IT TAKE IT

7. 3.

8.

OPEN IT FILL IT

PLACE IT

TAKE IT

9.

The website has now a new section, “upcycling”, where you can find and buy the projects.

The slogan “Because a green World can be Azul” wants to leverage the power of the upcycling itself.

website and communication

test and make.

random works and passions year 2016-2020 team personal and team projects

A report with the main trends from the Design Week 2019.

editorial project.

trends report

In 2020 FILA organized a contest to design their new parfume line, with a given shape and dimension for bottle and box, the design is focused on a new opening experience for the user.

contest.

Fila pack redesign

Hypothetical “Guerrilla Advertisement� where, in a 50s colors-inspired environment, are depicted some people trying the new Olivetti Lettera 22, asking themselves if that is a new Apple Store.

graphic design.

olivetti vs apple

A series of photos taken with a Hasselblad analog camera.

photography.

analog experiments

A open source wheelchair designed with and for sports players.

Collaboration with Fabrizio Alessio Design.

co-design.

too wheels project

contacts e-mail: laraferruccio@gmail.com cellphone: 3496371795