PORTFOLIO MARINA VITALE
Professional Service Design skills/tools Brand strategy and anlysis (PSSD scanner), user centric and co-creative design approach, UX and UI design, design thinking, concept development, scenario building, service prototype and blueprint, storyboard, system map, offering maps, personas, customer journey map, business model generation.
Curriculum Vitae Graphic Resume Contact Via Laura Ciceri Visconti 14, Milano 20100 Via Laura Ciceri Visconti 14, Milano 20100 (MI)(MI) ItalyItaly
marinavitale.mv@gmail.com marinavitale.mv@gmail.com
3891948600 +39 +39 3891948600
marina_vitale1 marina_vitale1
Education
Career
10.2011 - 07.2014 International MSc Product Service System Design, graduation 110/110 Politecnico di Milano University - Milano, Italy 2011- 3d modeling and photography course 2010 - Bachelor Degree Industrial Design at Università degli Studi di Palermo grade 110/110 cum laude 2009 - Erasmus at Universidad Europea de Madrid, Espana during the first semester 2007 - Classic High School DIploma - grade: 93/100
10.2013 _06.2014 Lead UX designer for S.U.G.A.R project corporate sponsor: Iconsulting, IT consulting company Bologna, Italy in partnership with: Stanford University, Stanford - California, United States - University of Modena and Reggio Emilia, Reggio Emilia, Italy - Pontificia Universidad Javeriana of Cali - Cali, Colombia 03.2014_05.2014 UX and UI designer as external collaborator Siemens S.p.a., Infrastructure&Cities Sector, Smart Grid Division - Milano, Italy 02.2013_08.2013 Service Designer as Intern Siemens S.p.a., Infrastructure&Cities Sector, Smart Grid Division - Milano, Italy
Languages IT EN ES
Technical skills
MotherTongue TOEFL 81/120 year 2011 Fluent
10.2011_02.2012 Teacher Assistant, Communication Design Lab. I University of Palermo - Faculty of Architecture Industrial Design Bachelor 03.2009_06.2009 Graphic and Communication Designer as Intern RC&C Agency of Marketing and Communication Palermo, Italy
Personal Skills Adaptability Openmindness Creativity
3D modeling and rendering
Rhinoceros
3DS MAX
Keyshot
Other software used: Autocad 2D - Processing - Arduino - Prezi - Keynote - Microsoft PowerPoint - Microsoft Word Microsoft Excel - Axure: Interactive HTML Prototypes of Website and Apps
Workshops 29th May-10th June 2013 Design Innovation: MIT-POLIMI workshop in collaboration with Alcantara and Massachusset Institute of Technology http://www.alcantara.com 10th-14th December 2012, Politecnico di Milano Service Prototyping - Jonathan Edelman, PhD Stanford University 5th-9th November 2012, Politecnico di Milano Design Concept - Dario Buzzini, Design Director IDEO New York 19th September - 09th October 2012, Politecnico di Milano Cluster International Workshop - Politecnico di Milano, - Tokyo University- Aalto University 14th-18th May 2012 “VITOPOLIS: a generative lab for urban evolution” Frankel&Coleman Arch. Chicago 21th - 28th November 2011 Visualization and Prototyping - Fabio Di Liberto, design professional
Exhibition and Award
Proactive approach
02/2012 project “Lightly” at Unpacked 2012 exhibition in Politecnico di Milano 04/2012 During Milano Design Week Unpacked 2012 was set at Cubo as Fuorisalone event 04/2013 JTI cleancity lab exhibition at Triennale Design Museum, Milano
Communication and research
Eartheart - 1° Prize winner Siemens contest 2012 for Politecnico di Milano, Engineering and Design Faculty
Collaboration/Multicultural and Multisciplinar Teamwork
Service Design/ UX and Interaction
DECISION HUB Decision hub is a project developed in partnership with an Italian IT consulting company and three universities (unimore, politecnico di milano and pontificia universidad of cali) in range of a wider international project managed by Stanford University. Decision Hub is an orizantal B2B search engine of competences, not only based on the background of the employees but also taking in consideration current and past experiences thanks to an innovative system that will gather data from different sources as calendar, meeting schedule, emails object, traditional CV and HR database. Decision hub will help big companies to unleash all the potential of each employee, emphatizing their activity and knowledge and unabling them to optimize their work by interacting with peers with more transparency, in the perspective of a more collaborative workstyle. Iconsulting, IT consulting Company, Bologna a.a. 2013/14
In collaboration Sara Aldini, Mario Gutierrez, Andrea Nicoli e Federica Sani BRIEF Design a product/service system to help employees and managers in their decision making process at work VIDEO: https://vimeo.com/104949939
TWINBAGS Twinbags is a design driven start-up.Through the mobile application Twinbags helps flyers to get the best out of their baggages. By virtually balancing over and underweight baggages, passengers can save money or earn credits to be spent in the commercial activities around the airport or in travel loyalty programs. The application gives to the users information about their luggages’ weight and the fees their would pay whether their luggages is overweight, according to the airline company policies. To do this, it offers the possibility to find a match with some other Twingbags user in the same place in order to virtually balance their luggages weight and save money.
Politecnico di Milano a.a. 2012/13 Final Synthesis Studio In collaboration Chiara Leonardi, Serena Leonardi, Simone Miraldi and Claudia Pollina. BRIEF Design a startup related to the field of tourism.
VIDEO https://vimeo.com/73703010
HOW IT WORKS
SYSTEM MAP HEAVIER
TWIN BA GS
COMMERICIAL ACTIVITIES BRANDS
COMPLEMENTARY WEIGHTS
PREMISE
People flying with the same flight will board their baggages on the same airplane, stored in the hold or on the shelf. We want to optimize and balance luggages’ weight since their weights’ sum is always the same.
AIRLINE COMPANY
TRAVELLER LOYALTY PROGRAM
credits
LIGHTER
Legenda INFORMATION FLOW
OUR VALUES
VALUE PROPOSITION
MONEY FLOW
POTENCIAL MONEY FLOW
USERS Collaboration Less stress Transparency Time and money saving Temporary virtual sharing
5 EMPTY KG
5 EXTRA KG
Less queue
25 KG
15 KG 25 KG
15 KG
40 KG
Visibility
BRANDS AND COMMERCIAL ACTIVITIES
More channels to be known
Time saving Weight and space optimization More information about passangers Greater customer care Less managing issues
ALLIANCES’ AIRLINE COMPANY
EARTHEARTH The core of the system is an luminous object, that taking inspiration from the heart, shows the consumption of energy to users emitting a delicate light pulsing, depending by the consumption and is conceived as an interface of the Energy Box that manages the energy consumption in the system. To learn more about the correct habits of consumption, the user can use the little removable device embedded in the object, that will explain everything in detail (but still using a simple interface), with a dedicated software and also with an application for smartphone. The device, is able to switch off automatically all the appliance in standby, give advice for a smarter use of energy and communicate the behavior on line to compare our behavior with that ones of other sustainble users.
Siemens Contest 2012 for Politecnico di MIilano In collaboration with Claudia Pollina. Project winner of the first prize. BRIEF Design an Energy Managment System.
Use the hoven just for long time cooking. For fast cooking is better to use a microwaves because to reach the same temperature a gas or an electrical hoven would consume more. With microwaves the process is faster and less expansive in term of consumption.
Outside temperature is 9째 with 70% level of umidity. Maintein the inside temperature at 20째; use a dehumifider to improve the perseption of thermal comfort,instead of increasing the heat to reduce the energy consumption.
SYSTEM MAP
POSSIBLE INTERACTION WITH THE SYSTEM
PRODUCTION OF TRADITIONAL AND RENEWABLE ENERGY
SMART CITIES
start
ON
OFF
ENERGY BOX
DISTRIBUTION ENERGY PROVIDERS
HOUSE
INTERFACE
energy flow information flow
USER
ON
OFF
NETWORK OF USERS LEGEND
USER EXPERIENCE PATH
appliances on appliances in standby
SETTINGS 1.produce
PERFORMANCE
MAINTENANCE
appliances off
energy
2.
provide energy
3.
13.
distribute energy
4.
manage energy consumption
5.
consumes 6.
12. analyzes and re-distributes energy through smart grid
11.
relates to the interface 10.
7.
produce energy
changes his behaviours
receives informations 8.judges
informations
get energy from user
9.
spread standard of behavior
eartheart
A-WAY In the future of mobility traffic, pollution, expectations and misinformation will be minimized. A-Way has the goal of making information accessible about mobility services offered by the city, making users willing to the use of public services and sustainable means providing information in and out of the house and recording data that make the services more efficient and accessible. Another incentive is to offer more opportunities to better get to know the city from the point of view of culture, contributing to its growth from the point of view of society as a reward after an intelligent use of resources.
Samsung Young Design Award 2012 In collaboration with Claudia Pollina and Giuseppe Russo BRIEF
Componente 1 Componente 2 55 mm
Realize a product or a system following the theme “Electronics for Urban Mobility�
140 mm
Mobile device with screen AMOLED 2" that substitutes the normal ticket of the public transoportation. It is endowed with gps and of a system that allows the communication with the device 1. The object "trace" the consumer's moves ,showing what the nearest services are. The device receives the energy to be reloaded by the readers of the document and by the device 1.
UBIQUITOUS
Design and Prototype a service for a chosen brand.
journe ping ym p o h
E ID
D
In collaboration with Claudia Pollina, Salomè Santamaria, Agnes Aili, Arianna Conti, Chiara Leonardi, Chenqi Wang
A STORE W EA O RL
Politecnico di Milano a.a. 2011/12 Visualization&Prototyping
SEE AN AA ADV
$€
ence eleme eri n xp
1
e
DECIDE AND BUY
8
CONTEXT
PROCESS
£
DECIDE TO GO
CONNECTIN G
AA!
W I
3
?
ap
s
4
IE XPER NCE TH E 7 E
TH
LOOK AROUND
ARTIFACTS
TH
5
6
ts
!
SELECT
PEOPLE
TRY
R RO IR M
Starting from the analysis of the American Apparell brand and values we designed a service to connect the different store all over the world in order to create communication between american apparell customers. In this way they can get to know new people, share fashion suggestion and different trends depending by the location, they can meet friends and shopping together thanks to the mirror that connect the stores.
EMOTIONS
Assessment of the SCREEN Suggest a color
Suggest a color
Suggest a size
webcam Take a picure and upload it
+ -
buttons
ARTIFACT
Give an advice
SWITCH
log b to
Give an advice
Give an advice
screen
ph o
Assessment of relation between MIRROR and SCREEN
mirror RANDOM PERSON SCREEN
YOU SCREEN
RANDOM PERSON SCREEN
RANDOM PERSON
YOU
SCREEN
MIRROR
YOU MIRROR
take a
oto ph
••••••••••••••• • • • • •• ••• • ••• • • • • ••
PROCESS
nn aria a br a
guys zil
••••••••••••••••• • • • •••• •• • ••• • • •••
fran c
emplo
es ye
PEOPLE
nas
perso
touch scre en
ca es
onn s to c ••• ect res ••••••• •••••••• • • • t d••••• •• • ge•••• • •
rina ma
•••••••••••• • • • • • •••• •• • • ••• • • • •• •••
Others Projects
Interior and Product Design
SIEMENS SHOWROOM In order to show Siemens expertise to potential clients and partners, a showroom inside the milanese office of via Vipiteno has been designed. The showroom is composed by three main interactive spots that attract and guide the visitors through the path of siemens innovations. The first part consist of an area of emotional and visual content expressed with an interctive tunnel. The second part consist of a more exploratory content that explains in detail Siemens expertise with energy automation. The third part is a demonstration of Siemens expertise experienced by showing, through a smart interactive glass, how they work and manage their work. The showroom has been recently inaugurate and described in the following article http://www.wired.it/scienza/ energia/2014/07/18/expo-2015-lagestione-dellenergia-passa-dalla-controlroom/#navigation
Siemens S.p.a. Milano Brief Design a showroom to show siemens know-how about smart grids in order to show in advance their technical contribution for Expo 2015
STONE ISLAND TEMPORARY REATAIL SOLUTION From the brand’s analysis we decided to create a stand through which experience Stone Island history, celebrating their 30 anniversary. We wanted to recreate the idea of a technological nature, starting from the assumption that Stone Island is supposed to be a sportswear brand but it is more urban and technical. As the history of the brand taught us, the decontextualization of the materials is a well-known process for them. As they took elements from militar world shifting it into fashion, we decided to use the same process: taking materials from fashion into architecture. Thus, collecting insight from the history of the brand we create an exhibition stand that mixs technological feelings with nature shapes and tells the history of fashion through a time travel at a march rythm, highlighting the militar and mechanical sensation that we perceived from the brand. Politecnico di Milano a.a. 2011/2012 In collaboration with Nikita Agwral, Carlota Saez de Tejada, Claudia Pollina. BRIEF To realize a stand in Rho Fiera Milano, to celebrate the 30 anniversary of Stone Island high-end men clothes brand.
Stone island fabrics are used as material for the interior design to show the peculiarity of each textile, as a temporal journey in the company’s evolution in terms of quality of the product developed.
RYTHM OF DISCOVERY Rhythm of discovery is a journey through senses, inviting people to explore islands’ cultures. These islands are places with a given potential in the landscape, so inhabitants take it to feed themselves. Thus, the idea of feeding the soul is explored and materialized in the process of producing sounds exploiting the nature’s potential. This allows people to create a connection with the context, involving them in symbiosis with landscape. Floating shapes, sounds, shadows and light guide visitors through a path, made by island materials, immersing them in an exotic dimension. The journey is divided in trhee steps. First, the discovery and the trip to a landscape composed by bamboos’ forset, coming both from up and down that produce sounds; gradually the visitor is guided toward a focus point, represented by a fountain, gathering them as a community. From here, visitors will experience each pavilion. The last step is the events and relaxing area, giving them the chance to know islands cultures, enjoying the view of the canal. Cluster internatinal workshop EXPO 2015 year 2012 In collaboration with Aya Jazairi, Sh Sharaza, Eetu Enqvist, Marco Merla BRIEF To design the pavillions of the cluster theme “Sea and Island“ for the Expo 2015 in MIlan.
MELTING SPOT MeltingSpot is a provocative urban intervention: a pavement working as a platform for create common occasion between people. In a blurred bounded area, based on proxemics principles, different services for both smokers and no-smokers are provided so people can coexist mutually respecting each other. They can decide to experience the services in contact with smokers or in the very next area where they are not exposed to secondhand smoke. Smokers’ behaviour shows that usually the cigarette is an occasion to do something else, like a phone call, a chat with friends or a break; actions that are accomplished by both smokers and non smokers. Starting from this assumption the project aims to underline that the action of smoking is not just a mechanic gesture but is one of the actions that often interfere with others daily activity made by everyone. Thus, we created areas for each activity that melt one into the other, creating the basis for the connection between people. The goal is avoiding to segregate or separate smokers from the rest of community but rather to create a physical platform of shared occasion able to merge, if desired, the “categories�. MeltingSpot generates resonance and delimits open spaces. Therefore, if from one side it can be used to confer identity to squares and zone of passages, from the other side it can manage the coexistence, necessary in restricted public spaces, such as bus stops or tresholds between private and public. In collaboration with Chiara Leonardi for JTI cleancityLab Competition - Selected as finalist project and displayed at Triennale Milano for the 2013 Design week . BRIEF Design urban intervention in which the choise to smoke can be experienced without polluting and invading the space of no-smokers.
Totem and Communication
Conceptual Space and Functional Layout
Smoking area
Flirt area
CIGARETTE BREAK
FLIRT
G=200 B= 202
Lid equipped with led light and Solar panel that will enlight the lasercut text.
R=191 G=141 B= 148
G=217 B= 218
R=223 G=102 B= 108
G=231 B= 232
R=239 G=64 B= 68
Column
CHATTING
FLIRTING
area Wifi/Charging
Public for non smokers
Phones Station
area Phones Station Public Wifi/Charging for smokers
Ashtray Telephone area
Chat area
SHOOT THE BREEZE
SMOKING
Common Area area
STAY TUNED
Stainless steel aisi 306 painted thickness 3 mm
B=217
R=193 G=185 R=200 G=205 B= 124
B= 181
R=248 G=224 B= 93
B= 183
WIFI
Smoking Area Only area
2m COLUMN
Modular tiles structure
ø3
00
15
space needed to not invade others with secondhand smoke 0,50 cm
mm
Total Project Area
0m
m
150
The area can comfortably host around 15 people
Public Space from 3,6 m to 7,6 m
mm
150 mm
20
mm
Application
7 x7 m / 50 mq
MODULE
(e.g. “telephone”area) aroun 3,4 m each
MODULAR
STRUCTURE
Social Space
1,2 m
TILES STICKY CONCRETE WATERPROOFING
Intersection Area
CONCRETE BASE (Soletta in calcestruzzo)
Personal Space
FIXED COMPOSITION MADE OF FOUR HEXAGON OF TILES. EACH HEXAGON IS MADE OF SIX TILES
SUPPORT FOR EACH COMPOSITION PLUG FOR THE COUPOLING
CONCRETE LEVELER (Massetto cementizio
0,45 m
1,7 m
NEW SITE
ON EXISTING PAVEMENT
GROUND TO LEVEL
LIGHTLY STORYBOARD LightLy is an objectholder that senses when you walk through the threshold and will light up or make a subtle sound, depending on the light of the environment. The translucent material will diffuse the light when it is on and will make the object delicate and elegant as a lily. The slender shape will create different landscapes depending on the orientation of the stems, making it an evolving and dynamic object.
when you pass through the door
reminding you to pick up your stuff
and it lights up if it’s dark acting as a courtesy light
Politecnico di Milano Innovation Studio Lab. 2011/12 In collaboration with Federica Bertoncini and Xu Jinrui. BRIEF Realize and produce with companies, an innovative item for the topic “Doors and Entrances” Exibhited at Politecnico di Milano during Unpacked Exibhited at Cubo during the Design Week 2012.
it emits a soft sound, if it’s daylight
and welcomes you when you come back home.
helping you finding the switch in the dark.
Thank You