hello! I am Marta, a master’s student in Strategic Design of products and services at Mondragon Unibertsitatea. I chose design as a field to study and work on because I enjoy spending time with people and helping them. I have found in the conception of new products and services a way to do so, and I hope someday my ideas will contribute meaningfully to this purpose. During my learning process, I have worked to achieve expertise in the fields of user analysis, prospective studies, product development, branding strategy and service design among others. The aim of this Portfolio is to gather some of the projects I have participated in, implementing these disciplines as a part of the design process.
Contact me mdejuanzorrilla@gmail.com (+34) 692718323 LinkedIn: Marta de Juan Zorrilla
Professional Experience Sep 2017 Jun 2018
Strategic Design and Marketing Intern, Alfa Hogar S.L.
Skills Languages
Spanish - Mother Tongue Basque - Mother Tongue English - Council of Europe Level C1
Education Sep 2017 Jun 2019
Master’s Degree in Strategic Design of Products and Services, Mondragon Unibertsitatea
Sep 2013 Jul 2017
Bachelor’s Degree in Industrial Design and Product Development Engineering, Mondragon Unibertsitatea
Sep 2013 Feb 2017
Vidrala Design Contest NimbleBee Design Competition (edition Fall) Design Faktoria, 24h of Design and Innovation
Adobe Adobe Adobe Adobe
Illustrator Photoshop InDesign After Effects
SolidWorks Siemens NX AutoCAD KeyShot
Adobe Lightroom Invision
Exchange Program Erasmus+ in Innovation Sciences, Technische Universiteit Eindhoven
Design competitions Sep 2015 Jun 2016
Proffesional Skills
CES EduPack
Personal Skills
Teamwork Decision making Leadership Project management Empathy
Microsoft Office™
DESIGN METHODOLOGY STRATEGIC RESEARCH
Based
principles, provides
on
the a
the
Design
DBZ-MU
general
IDEAT
Thinking
Methodology
guideline
for
the
development of innovative projects involving user’s knowledge during the 6 stages that constitute the process. Each stage consists of a divergent and a convergent phase. The first one provides a wide view of the existing opportunities, while the second one is useful for choosing the best option among those possibilities.
ANALYSIS
TION
IMPLEMENTATION
The goal of this methodology is to
help companies to identify and materialize products and services with high added value for the user, the client, or both.
DEVELOPMENT
CONTENTS
01 PRACTIK
02 TOTEM
03 FOIL
Product restyling
Product redesign
Product design
04 LAUA
05 FOLLOW ULMA
06 EXTRAS
Strategic design
Service design
Rendering and photography
The challenge Restyle Alfa’s “Style-UP” sewing machine collection.
Entities involved
Project details STAGES TEAMMATES TOOLS
Strategic Research, Implementation.
Ideation,
Development
and
Iker Legarda. Adobe Photoshop, Adobe Illustrator and Co-creation Sessions.
12
weeks
4th bachellor
team work 2 members
Where’s the opportunity?
Alfa Hogar S.L., a company dedicated mainly to the
development of sewing products, has recently launched the new version of the existing “Style” sewing machines collection: the “Style-UP” series. Nevertheless, the sewing machine
models
constituting
this
collection
haven’t
achieved the success they were supposed to. After doing some research on the possible causes, we have drawn the conclusion that the client doesn’t distinguish the new “Style-UP” series from its predecessor the “Style” range. Accordingly, a restyling plan has been established, which includes a change in name, colour and appearance of the machine models.
Important aspects to consider are ... 1. The new collection ensures a much more comfortable sewing, thanks to the incorporation of some new features. 2. The sewing machine collection is going to consist of three machine models. 3. The sale of these products in particular, is going to be limited to small retailers. In this way, Alfa contributes to the increase of their competitiveness against superstores.
The principal objective of this restyling is to get rid of the existing link
between the two sewing machine series, to enhance their differences. Therefore, a new concept has been devised to name the new sewing machines collection: PRACTIK. To choose the colours that these machine models will show off, a survey has been carried out through the company’s social media. In this way, the user has been included in the design process.
130C
COLOUR
´Ideation 3285C 1925C
NAMING APPEARANCE
Higher performance The new PRACTIK series incorporates some new features aiming to make sewing more comfortable. This
is
the
case
the
automatic
what ’s new in PRACTIK?
of
needle
threader or the one step buttonhole.
Final design New look
The newly denominated PRACTIK collection consists
of three sewing machine models: the Practik 5, 7 and 9.
To emphasize the existing
Considering that enjoyment and comfort are two terms that
differences between the
belong together, its new design pays special attention to the
two product ranges, a
small details of the machine that will boost the satisfaction
logo has been created
of sewing. This idea has been translated to the aesthetic of
with the collection’s new
the sewing machines, and even a new packaging has been
name and numbering.
developed in line with the renewed design.
Ecofriendly packaging The also
packaging been
according PRACTIK
has
re-designed to
the
philosophy.
new A
brown box has been chosen for the case to reduce its ecological impact.
SMALL DE
ETAILS. BIG DIFFERENCE.
The challenge
Entities involved
Redesign a filter pump for inflatable pools upon the Intex Krystal Clear pump filter 604 model.
Project details STAGES TEAMMATES TOOLS
Analysis, Ideation and Development. Nestor Gisasola, Aritz Hernani and Mikel Sanz. Siemens Nx, Keyshot, Adobe Photoshop, Adobe Illustrator, CES Edupack, User Research tools (interview and customer journey map) and Benchmarking.
totem 6
weeks
3 bachellor rd
team work 4 members
´Where’s the opportunity? In a context in which the use of inflatable pools is in increase, the demand for cleaning filter pumps has risen too. Nevertheless, it has been observed that the design of this kind of products is purely functional and that misses integration to the pool and its surroundings. To face this deficiency, a rethink of the filter pump concept is required, which should suit to the needs of a specific user.
Who’s the target user?
Problems or weaknesses let ’s solve them!
unsafe
too technical aesthetics * young couple (25-35) * mid-range incomes * live together in a house with a small garden * share interests * look for work stress relief
lack of intuitiveness
miss of integration
Inspiration & ideation appealing for human senses inspiration
Final product
This is Totem, a filter pump which encompasses both
the aesthetical and functional aspects achieving a unique harmony between shape and function. It emerges to face the problem that conventional filter pumps show to integrate tastefully into gardens and inflatable pool’s surroundings. At the beginning, it stands out for its appearance, but once you get to know what this simple product hides, you realize that true beauty is inside.
Principal materials
PVC
PC
Stainless
eel st
User’s satisfaction has been pursued among the whole development of Totem and that is why its design includes some extras which improve the use of the pump, and make its
foldable
manipulation easier.
Added value share a complete sensorial experience Visible water flow Intuitive interface Strings of lights
Fragrances Deodorizer
Water fall Soft and natural
totem choose your aroma
Totem adapts to every user thanks to its capsule
system which offers a range of fragrances and salts. It incorporates a disposable biodegradable bag that can be changed once the scent extinguishes. Furthermore, it takes advantage of the filtering cycle to simulate a waterfall. Thank to this resource, a perfect couple atmosphere is recreated to ensure a shared relaxing experience with the tambourine sound of water drops.
The challenge Design a product or service that will solve a problem we face in our daily life.
Entities involved
Project details STAGES TOOLS
Strategic Research, Analysis, Ideation and Development. Siemens Nx, Keyshot, Adobe Photoshop, Adobe Illustrator, CES Edupack, User Research tools (shadowing and customer journey map).
6
weeks
3rd bachellor
individual work
Where’s the opportunity?
Doing research into everyday lives problems, I have
observed that frying food without burning your skin is considered a challenge for a wide range of early cooks. Oil achieves a temperature of 200 ÂşC when it is used for frying, and if it spills out from the pan there is a danger of scalding. To deal with this problem, a need for a skin protection system has been identified.
People tend to...
these remedies hamper cooking
Anyone who encounters
this problem could be a potential user, but it is especially directed to those who don’t show great ability in the kitchen.
Inspiration & ideation
inspiration
Final product
Foil comes up as a solution for all those who feel as beginners in the kitchen. It is aimed to get rid of cooking fears and make people feel as comfortable as possible while cooking.
Available in three colours
Details
Added value
Every detail of foil has been treated with care. It consists of a single piece
and its application does
tools. This material is also heat insulator and non inflammable,
not affect to the natural
designed to ensure user’s safety.
gesture
for
As it is made of silicon, foil adapts to a wide range of cooking
grabbing
kitchen tools.
Simplicity It is simple and very easy to clean. Its appearance has been devised to adapt to the kitchen environment.
Prototype Innovation Innovation comes from product’s uniqueness and from its capacity to adapt to every user. After all, it gives a solution to a universal problem that anyone could be facing.
The challenge Design an innovative packaging for the glass manufacturer Vidrala, aiming to reduce the environmental impact of its production.
Entities involved
Project details STAGES
Strategic Research, Analysis, Ideation and Development.
TEAMMATES
Joseba Church, Natalia Garcia de Baquedano and Izaskun Rementeria.
TOOLS
Siemens Nx, Keyshot, Adobe Photoshop, Adobe Illustrator, Adobe InDesign, CES Edupack, User Research tools (interview and customer journey map) and Benchmarking.
7
weeks
3rd bachellor
team work 4 members
´Where’s the opportunity?
Glass jar manufactured in LLodio (Álava), by Vidrala.
The province of Navarre constitutes one of the largest
olive-growing area of the state. In fact, the quality of the olive oil produced in this land is recognized with denomination of origin.
Olives grown in Arroniz
Surprisingly, there are still no many companies dedicated to the
(Navarre), by local farmers.
commercialization of Navarre’s olives, and it is precisely there where our group has identified a niche for the creation of a new product and a new brand.
Filling, sealing and labelling made in Arroniz (Navarre), by our new firm.
Who’s the target user? aged 40-70
appreciates quality in food
estimates family time
favours local traditional products
Inspiration & ideation inspiration
the essence of Navarre put into a sophisticated jar
special edition
Final product
LAUA rises as a new firm to launch its local gourmet snack:
Navarre’s olives. This typical appetizer is presented in an elegant characteristic packaging which stands out among its competitors setting aside the traditional cylindrical shape that jars of olives usually have. A special edition has been designed for those willing to purchase the whole range of olives LAUA offers: Empeltre, Arbequina and Arroniz.
product range
Reliable The designed packaging
Added value
ensures product’s safety and provides an obvious affordance for its use.
LAUA extends product’s life cycle offering a reusable
glass jar as the base of the olives’ packaging. This glass vessel is aimed to stay with the user once olives are finished. Thus, waste is reduced and the user doesn’t get only a tasty local snack on their purchase, but also an elegant container conceived to dress the table in future family meals.
Local product
Prototype
Grown with commitment and affection by local farmers
from
Arroniz
(Navarre).
Reusable Once
the
olives
are
finished, the jar can be kept with the rest of the crockery and reused in the future.
UNION. PR
RESENCE. EXCELLENCE.
The challenge Identify new opportunities to develop affiliated services for ULMA Construction, a company dedicated to the provision of industrialized auxiliary systems for formwork and scaffolding.
Entities involved
Project details STAGES TEAMMATES TOOLS
Strategic Research, Analysis, Ideation and Development. Joseba Church, Aitor Gonzalez and Xabier Olazabal. Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Service Design tools (stakeholder map, system map, flow chart, customer journey map...), design of Future Scenarios, User Research tools (interview), Co-creation Sessions, Business Model generation tools and Benchmarking.
FOLLOW ULMA 7
weeks
1 master st
team work 4 members
AUTOMATED STRUCTURAL INTERPRETATION
Where’s the opportunity?
ADVANCED CONSTRUCTION MATERIALS
Servitization is changing the business models that
construction firms use to approach the market. In order to confront this change, companies are focusing their activity on the design of new service offerings, most of which are technology-based. Taking advantage of the developments carried out within industry 4.0, the scope of action our team proposes for ULMA is the sensorization of its units, to ensure a real-time remote control of the construction project.
WHAT?
WHAT FOR? remote
To avoid the need of having
control system of ULMA’s
to move a qualified worker to
products, which allows the
the spot where the building
verification of their assembly.
work is taking place.
A
new
real-time
WIRELESS MONITORING & CONNECTED EQUIPMENT
WHERE?
HOW?
In any kind of construction
Focusing on the sensorization
project where there is a
of the formworks and the
considerable
scaffoldings the company
amount
ULMA’s products in use.
of
provides to its clients.
IMMEDIATE INFORMATION SHARE & COLLABORATION
Ideation of a future scenario 1. Elaborate the offer
4. Verify the assembly
Knowing the exact material
Taking
available at the store and
the
having a client record of
identification, the company
past
the
is able to check whether the
company makes an adjusted
assembly has been made
and personalized offer to its
correctly.
collaborations,
advantage products’
of
individual
client (the construction firm).
2. Load the truck
5. Review material condition
Product account is made
A
automatically thank to the
between the state of the
individual
material before and after its
matriculation
of
comparison
is
made
the units.
use.
3. Transport materials
6. Asses the client
The client can check the
The company creates a client
status of the order at any
ranking
time.
way they have treated the
according
provided products.
to
the
What’s the service proposal?
FOLLOW ULMA proposes a solution to achieve a real-time
control of the industrialized auxiliary systems provided in construction. This remote monitoring is feasible thanks to the incorporation of a registration technology into the products the company offers. Likewise, the inclusion of this matriculation system enables the collection of the history of the products, the automation of their accounting, and the verification of the assembly of formworks and scaffolds.
automated drone
= fixed readers
handheld reader
identification tags
handheld reader
PLATFORM
Identification tags A UHF tag is integrated to the products provided by ULMA to enable their individual identification.
´Required resources
Readers They receive
and
read
The functioning of the designed service relies on Radio
the signal generated by
Frequency Identification (RFID) technology. Although it is
the
an
composed by different elements, it constitutes an integrated
automated accounting of
solution since readers understand the signal send by the tags,
tags,
allowing
the products.
and gather the corresponding information in the platform.
Platform It is used for gathering and distributing interesting data, such as, the history of products, the entries and exits from the warehouse...
Process definition 3. ASSEMBLY (2025)
5. SETTLEMENT & BILLING
A drone equipped with artificial
The platform makes a comparison
vision
the
between the material condition
The client receives a personalized
assembly has been done correctly,
of the sent products and the
offer from ULMA with a price
and
information
received ones. This information is
adjusted to the way it has treated
remotely to a technician from
transferred to the client so that
their products in previous building
ULMA. This drone guides itself
they are aware of the origin of the
works.
through product’s tags.
liquidation costs.
1. OFFER
checks sends
whether
the
2. MATERIAL RECEIPT
4. MATERIAL RETURN
Once in the building worksite,
The fixed readers located at the
the client receives a handheld
warehouse entry, identify the
reader together with the rented
returned products at the time
formworks and scaffolds. Hence,
the truck arrives to the store.
they are able to make an accurate
Meanwhile, the client receives
identification
a
products.
of the
acquired
notification
reporting
that
the material has been returned successfully.
Associated service
BEE ULMA
Considering that by 2025 ULMA will have all its rental products
sensorized with the identification system, an associated service has been proposed for that date. This new service bases its functioning on a drone equipped with artificial vision. Due to this technology, the drone is capable of automatically checking the assembly of the scaffolds and the formworks installed in the construction. In fact, guiding itself through products’ tags it follows a route autonomously and sends the gathered information to ULMA’s technicians remotely.
EXTRAS x
spare time
individual work
2D & 3D renders
Photography
mdejuanzorrilla@gmail.com (+34) 692 718 323