Natalia Foronda INDUSTRIAL & BUSINESS DESIGNER
foronda.natalia@gmail.com +39 3207457870 Milan, Italy
DESIGN MANAGEMENT
MARKET & TREND RESEARCH
INNOVATION THROUGH DESIGN
BRANDING & COMMUNICATIONS
ENTREPRENEURSHIP THROUGH DESIGN
INTERACTION & EXPERIENCE DESIGN
INDUSTRIAL DESIGN
“THE SLOW LIFE MODEL” Academic Project partnership with Slowear, 2013 Group project with Nadine Kanafani (Lebanon) and Riccardo Prandi (Italy) This project is focused on the analysis, product management and value chain innovation of Slowear, an Italian Fashion brand, creating experiences to engage the customers with the Brand. "The Slow Life Model" proposes the innovation of the Slowear value chain by offering an all-round experience, in line with the Slowear philosophy by creating an intersection between products, brand identity and customers. By creating online and offline experiences the brand will gain awareness, get in touch with customer needs and preferences and make stronger the total look concept.
“THE SLOW LIFE MODEL” There were created four customer profiles, each with a specific set of values. Customers can choose the profile that best fits and for each of the profiles they will have a total look experience made of a collection of garments, accessories, and services.
Shopping Experience
Total Package
Online Experience
A new Accesories line produced by Slowear is proposed in order to complete each one of the profiles. And also a limited edition of accessories made in collaboration with product brands is suggested to create a new distribution channel, this way the items will be sold both in Slowear shops and in the partner shop. The implementation of this strategy involves the creation of new partnerships and distribution channels that will enhance the experience both in the stores, and online.
“DESIGN WEEK RESEARCH� Academic Project partnership with Mondadori, 2013 Group project with Valeria Sanchez (Guatemala) and Prateek Batra (India). 3-part workshop used to better understand how to carry out Design Research, analyze and form conclusions from the data gathered, and how it can be used to innovate within a company. Explore several types of design research (qualitative and quantitative) using the Interni Guides and expositions during Design Week in Milan to identify socio-cultural and market trends.
10 COUNTRIES FROM 24 TO 32 17 PEOPLE YEARS OLD
17 INTERVIEWS: 11 WOMEN 6 MEN
10 COUNTRIES TECHNOLOGY ORIENTED INTERESTED IN DESIGN
HUMAN EXPERIENCE Qualitative Research SHOW OFF PERSON & ALWAYS CONNECTED Is always up to the latests news and launches. He does a lot of research and knows everything on the places so he can show off what he knows and his lifestyle. Makes decisions based on who the designer is, the places that are “in” and well known.
THE TREND FOLLOWER
ANGELO
He is always waiting for new trends, events, places and prefers going to the famous ones.
26, STUDENT
TOOLS USED FOR NAVIGATION
50%
15%
ORIGINAL, UP-CLOSE & PERSONAL
20%
15%
INFORMATION TO NAVIGATE Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
THE ALTERNATIVE
NAOMI 25, FREELANCE
SEQUENCE OF BEHAVIOR “I won’t go to a place if I don’t know who the designer and the host is. I want to know it all and dress my best always looking to impress.”
BEFORE News Find out about new events and trens
DURING Official Website Get detail data
Likes to discover by herself and get lost in looking at things. She is searching to establish more personal relationships and conversations with people so she prefers personal approaches rather than big and commercial.
Social Media Contect friends
“I’m an upcoming artist looking to get out there and meet other people like me. Im always looking to establish more personal relationships with the people I meet, and prefer quality over quantity.”
Oriented towards originality, and enjoys searching for it in unique, low-key, back end and secret undercover places. She always goes deeper so she asks for insiders and local peoples opinions and recommendations.
TOOLS USED FOR NAVIGATION
30%
40%
30%
INFORMATION TO NAVIGATE Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
Build personal interviews, asking questions regarding life style; navigation and event searching habits to better understand users.
SEQUENCE OF BEHAVIOR
BEFORE Specialized wesites Detail information
DURING Blogs Find people and events
Guides How to arrive & General data
Research of the Interni communication channels and analysis of how people complement the use of the Interni Guides with technology and other materials when navigating through Design Week.
Use the results to identify common trends within the interviewees, and created personas that will help the company innovate with a more targeted audience, knowing the different type of people that use their guides.
1
2
FUNCTIONALITY
EVIROMENTS
One function-Multifunctional Family room-Show room
Simple-Complex Cold-Warm
SOFAS
EVIROMENTS
Trends depending on personal demographics and on lifestyles.
GENERAL INFORMATION
VARIABLES
Correlation between behavios and lifestyle around living rooms.
Usage of their current living room to know how multifunctional it is.
How their ideal living room differs from their current one.
USE & FUNCTION
PREFERENCES AND IDEALS
LIFESTYLE & DECORATION
SURVEY TOPICS 18
35%
10% FAMILY ROOM
In the creation of environments, the tendency is to show off your personality, more than functionality and family usage.
MULTIFUNCTIONAL
SINGLE FUNCTION
NATIONALITIES
12%
Quantitative Research Ceate a business design question regarding the topic under investigation: Do living rooms nowadays have a status quo purpose or a more functional one?
SHOWROOM
41%
MARKET ARENA
AGE 90%
19-34 YEARS OLD MALE
FEMALE
42%
58%
Market research identifying what companies are designing nowadays and creating surveys focused on identifying the functionality and environment both in people’s current and ideal living rooms. Collect numerical data on how the living room space is evolving and start doing cross-references between questions to identify interesting trends.
PRODUCT REALITY Trend Forecasting
Online Research on upcoming trends for office spaces, analysis of what companies were doing and proposing. In depth observation at Salone del Mobile and Salone Ufficio during Design Week. Match info and define common areas between the online research and the observation. 2013
The final outcome was the creation of an Online Magazine composed by articles based on trends regarding the future of offices and including the design of the layout.
“RADICCHIO ROLLS” Academic Project partnership with Royal Rose, 2013 Group project with Ananya Poomanosh (Thailand) and Rafael Osorio (Colombia).
Trends in Consumption
Royal Rose, a major producer of fresh radicchios in California, is aiming at improving the core business through design to confront the external changes and get ahead of the future trends in the market. The project encourage the company’s growth by expanding their product offering to other category and introducing new market strategy to attain the finest outcome.
Radicchio Rolls
BY ROYAL ROSE
Concept
Radicchio’s Roll
1 COVER THE RADICCHIO
2
DRILL THE HOLE
3
FILL IN THE HOLE
Product
4
CUT THE SLICES
5
PACK THE PRODUCT
The new product follows the key aspects, showing radicchios as trendy food with high functionality encouraging the consumption, improving the perception on taste, reinforcing the brand, and developing a new and engaging experience.
“RADICCHIO ROLLS”
Radicchio Rolls
Initially, the research on the company’s product, market needs, and competitions were accomplished to explore opportunities to merge with latest food trends and technology based on American food consumption culture. The results of the findings were then transformed into a more concrete business idea and design concept.
BY ROYAL ROSE
A scenario of product experience was created to understand the marketing and brand strategy used at each distinctive touch point.
Gourmet
Versatile
B etter taste
Easy to eat
By changing the nature of its components, Radicchio Rolls will add value and create new ‘moments’ for Royal Rose’s radicchios - moving them from fresh vegetable to cold zone, from side ingredient to main dish, reshaping consumer’s perception towards them as salads to gourmet foods, as well as promoting their versatility and improved taste which contribute to higher profitability in the end.
MEDIATORS
AGENTS
MDF ITALIA
SHOWROOMS
“MDF RED BOX” Academic Project partnership with MDF Italia, 2013
CUSTOMERS
Group project with Joyce Georgewill (Nigeria) and Zhao Liu (China)
RETAILERS 1 WAY COMMUNICATION
Situation
ONLINE
WEBSITE
COMMUNICATE BRAND VALUES
The objective was to help MDF Italia company shift from a tangible good producer and seller to an intangible experience provider by Branding through Design. MDF Italia is a Milan-based furniture designing and manufacturing company. With its strong identity, plays a leading role in most of the 43 countries.
OFFLINE
RED BOXES IN THE CITY
BRIEF
PARTICIPATE & GIVE FEEDBACK
RED BOX
“A living Co-creation project”
VISUALIZATION TOOL
ONLINE COMMUNITY
INTERACTION & VOTE
Strategy
CO-CREATION
From a deep analysis of the brand, the product and the market, the most important findings are: 1. MDF Italia is simplicity, innovation, research and “culture of making” 2. The 3 iconic products were very important to the company both from brand awareness and the sales records. 3. Crowdsourcing, digital shopping and usage of visualization tools are all very trendy nowadays.
CO-CREATION
“MDF RED BOX” The strategy proposed to MDF Italia is called The MDF REDBOX, a living co-creation project divided in 3 parts: Co-creation, Interaction and Limited Edition.
CO-CREATION
STUDENTS
INTERACTION
LIMITED EDITION
RANDOM PEOPLE
COMMUNITY
TEST PRODUCTS
STUDENTS RE-DESIGN
INTERACTION
THE MDF RED BOX “A living Co-creation project”
THE MDF RED BOX “A living Co-creation project”
FIRST T-BOX
SHARE COMMUNITY
1
SCAN
2
PROPOSE 3 ICONS + 1 ENV
CO-CREATION: MDF will collaborate with university students to test, re-design, present proposals of the iconic products and share them online. INTERACTION: There will be MDF installations in several public places, engaging people by mobile applications, interactive screen walls and the real iconic products. LIMITED EDITION: MDF will launch the Limited Edition of the products that were created with the students and voted by the public.
THE QR CODE
3
LOG IN POINT DOWNLOAD THE APP
TO CUBES, SELECT, VOTE
4
PICK
5
AN ENVIRONMENT
MOVE
OBJECTS TO YOUR TASTE
6
RECORD
& SHARE YOUR VIDEO
SECOND R-BOX
During the whole strategy, the website would act as a platform, for people to involve into co-creation, for business partners to corporate efficiently and for end-consumers to purchase easily.
Trends
Concept Momento
1 of 4
ESPERIENZA PICNIC
Most popular types of outdoor participation is Picnic
“MOMENTO:
Esperienza Picnic”
49%
People participate in picnics
Academic Project, 2013 A package of products (food and drinks) and services (info, activities and places where to go) for having a complete picnic experience.
62%
How it works
Family gatherings are outdoor activities
39%
Momento was born, answering the people’s needs and providing a Sharing Experience using as main theme the Picnic, a fast growing trend in consumption.
Choose the menu
People make the order by phone or online
Deliver the package
Growth in online food order and delivery Receive the Momento’s Basket
Make different menus and baskets
90%
Exponential Growth Of Mobile Food Trucks
People go to the Food truck (located on a park) and buy the Basket
Deep analysis of a sector, identifying a business opportunity and creating a business model innovation based on market preferences and future trends.
Brand Touchpoints
The business consists on create and provide a package of products (food and drinks) and services (info, activities and places where to go) for people to have a complete picnic experience.
Momento’s Products
“MOMENTO: For 2 People
Esperienza Picnic” Academic Project, 2013
Momento’s Basket Locations
Weather Appetizer
Catalogue
Panino
Drink
Aditional Kit 1
Dessert
Fruit
Activity
2 Pillows
Development of a business plan including communication strategy, potential market, quantity of sales, pricing strategy, initial investment.
Aditional Kit 2
1 Wine
1 Blanket
2 Glasses
Object
Food Menu
There were created a picnic basic basket and two aditional kits to complete the experience. Business Plan
Potencial Market Thousands
1000 500
100% Milan 1.3 MM
67% People from 15 to 64 years 871000
49% Population that do Picnicking 427000
8%
250 2013 2014 2015 2016 2017
Potencial Market 35000
Year
Return of Investment in the THIRD YEAR
20% Buyers 7200
2013 + Aditional Kits Next Season Menu
201 4 + New Places around Milano
201 5 Expo Milano 2015 “Nutrire il Pianeta”
With this proposal, a picnic experience package will be avaiable for people either if they order online or in the Food Truck that will be located in the most important parks of Milan, and its for the whole year because it will be for outdoor and indoor environments.
Business Model Canvas
PARTNER NETWORK
Travel Affiliate Program (businesses sends clients to TripAdvisor or Tripadvisor direct traffic over those websites) Airlines Hotels Attractions Travel sites: Expedia.com, Booking.com, Zuji.com, HotelClub, Hotels.com.
ACTIVITIES
VALUE PROPOSITION
Advisor Trust-Participation
Platform development Advertising Logistics
Certificate of Excellence
Revenues from business
Search engine
Specialized in fashion
Personalized experience
RESOURCES
Know How Infrastructure
CUSTOM RELATIONSHIP
DISTRIBUTION CHANNEL Worldwide community
Interaction User-generated & Participation content
CUSTOMER SEGMENT
B to C Online global community of travellers of all kinds
B to B Hotels Restaurants Attractions Flight companies Rental agents
Website App City guides Media Tools
Curator
COST STRUCTURE
Platforms Human Resources Marketing and Advertising
REVENUE STRENGHTS
Revenues come from business: 1. Click-based advertising: 77% 2. Display advertising: 13% 3. Subscription revenue: 10%
“FASHIONELE... Locating Fashion” Final Master Project, 2013 Project that started using the Design thinking as theoretical framework to understand the Fashion industry and find a business opportunity. After understanding the consumer situation, it came up the need to fill the gap between customers, shops and brands by creating an online platform that enhances the physical shopping experience. To conceive a business model innovation, there was done a Case study in order to have a clear idea of the state of art, the trends and the opportunities and viability of the proposal. A fashion advisor, a search engine for fashion and a database with filters were used to create the concept.
“FASHIONELE... Locating Fashion”
A FASHION & STYLE LOCATOR
The proposal consists of an online platform that will allow people to locate their DESIRED fashion shop or brand, according to their styles, preferences and needs. On the other hand, FASHIONELE will help brands and retailers through business intelligence to acknowledge the decisions and tackle the demands of their customersand and to advertise and promote their brands through proximity and style based ads and discount for check in. A community will be created, changing the role of consumers from a passive audience into an interactive one, enhancing the physical shopping experience and pushing the dynamic and always growing Fashion Industry.
Personalize Gender - City
Get inspired
Looks - Hashtags
Locate Filter
Go Shopping Brand Profile
Share
Profile -Favs
Get adviced
Location & style
The App mock up was designed and tested.
“FURNITURE DESIGN” Designed for Moduart, 2012 Market research, concept development and final design of RTA (Ready To Assemble) furniture, considering specification of materials and way to assamble. Development of two pieces of furniture that match in aesthetic form and belong to a product line. Some pieces were marked and showed using different calibers. The color combination highlights and distinguishes front drawer and doors.
“FURNITURE DESIGN� Designed for Moduart, 2012 Benchmarking and trend analysis regarding functionality, color pallete, materials and size. Product development, production feasibility analysis, pricing strategy. Furniture in white and black combination that answers the need of functional furniture. Both of them serve multipurposes. The library is also room divider.
Natalia Foronda INDUSTRIAL & BUSINESS DESIGNER
foronda.natalia@gmail.com +39 3207457870 Milan, Italy