A documentation of 2nd Semester Set in Avenir Published at
ACKNOWLEDGEMENT With successful completion of my first semester i wish to thank a lot of people. I am grateful to Dr. Tridha Gajjar, Mr Tarun Deep Gridhar, Rodrigo Medina, Krishnesh Mehta, Gayatri Menon for being the inspiring people they are, and constantly guiding us young ones to do great things. I’m also indebted to my batch mates and my seniors especially Ankita, Arun, Anurag, Canato, Himani, Nargis, Pooja, Pallavi, Pushkin, Sheetal, Sourav, Thomas, Upendra, Vartika and Vineet who shared their insights and helped me throughout the project. At last I would like to thank to my dear family for always being there when I needed the most.
CONTENTS
Open Elective 5 Science and Liberal arts - II
27
Design Management - I
30
Research Methodology
36
Word & Image 45 Department Elective 60 Photography 72
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1 Designing New Experiences for Indian Railways FACULTY : Rodrigo Medina 5
CHILE TO INDIA International Open Elective 2016 Ahmedabad Campus Designing New Experiences Workshop Faculty Rodrigo Medina rmedina@duoc.cl
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OBJECTIVE Sometimes complex problems requires simple solutions. Through deep observation and new scenarios, proposing a new Business Model for Indian Railway. This workshop was to create an adequate environment to make to see beyond average, imagine new scenarios, define new experiences and end with a new Business Model for Indian Railways. Our faculty Rodrigo, divided module into three parts: a) “Learning to see”. Through practical& collaborative dynamics,where students will learn to observe and see deep into Indian Railway’s challenge. b) Defining New Scenarios. Individual field observation to connect students with reality and people’s behaviour. c) Designing New Service Experiences& Business Model (CANVAS). This will be the outcome from research, field observation and collaborative work, and should be presented in a creative way by students. Most of the time we are overwhelm by tons of information, difficult to process, and usually give the impression that it’s almost impossible to solve. Through research and certain dynamics we learn to “see insights”, explore new opportunities.
Open Elective | 7
PERCEPTION & REALITY The exercise was about seeing the reality with different viewpoints. We were asked to paint a beautiful memory with red, green and blue filters
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TRUST IN TEAM Our eyes weer blind folded. we were asked one by one to run in an open ground while our friends stand to guide us. We realised that it is difficult to trust on anybody in unusual situation like these.
Open Elective | 9
GO CRAZY ! We were asked to write down any idea that comes into our mind when we think of enhancing experience of indian railways. Forgetting all the constrains we went crazy and illustrated all the ideas that we could think of.
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Offer One World Class Experience that will connect people with indian heartbeat.
Open Elective | 11
FIELD RESEARCH Then we went to railway station (Kalipur Railway station, Ahmedabd) for field study. We interacted with users , both passengers and employees. We travelled by train to experience present service. (Kalupur railway station to Sabarmati Railway station)
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MIND MAPPING All members did mind mapping on Indian Railway as a service. We tried to cover all services provided under indian railways and problems faced by Indian railways as well as users.
Open Elective | 13
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USERS INSIGHTS Users insights plays main roll in design process, what users think about Indian railway as service ?, What are the problems and what parts of service make user happy and build good relationship with them. User insights gives an idea about what exactly we need to look at. what are the requirements, capacities and solutions ,who need to target, how and when.
Open Elective | 15
IDEATION
Based on the User Research and the survey we worked upon different ideas and organised them in the category based on the feasibility and originality.
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SERVICE CONCEPT All the activities involved were thought, understood and mapped out, to look for opportunities which could enhance the user experience.
Open Elective | 17
BUSINESS MODEL The Business Model Canvas, is a strategic management and entrepreneurial tool. It allows you to describe, design, challenge, invent, and pivot your business model. Most of the efforts went in creating the value propositions, which defines the basis of the user experiences.
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JOURNEY BEGINS At Entry we displayed the complete 2 weeks in 16 pages.
The Entry gate was modelled as the station entry gate. A person had to swipe the travel card to enter.
Open Elective | 19
FROM THE ENTRY An app based system which will notify passenger to guide through the process.
A mascot to create a brand which more strrong and connects with the indian user.
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WORK IS WORSHIP A system for ticketing process which leaves no room for corruption. Vocational trainings for employees.
A franchise based catering system where user can give feedback. A garbage bag to collect all the waste.
Open Elective | 21
ACTIVITIES
A recreational area inside the station which helps in creating a better waiting experience.
Happy Ending
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THE BUSINESS MODEL CANVAS Value Propositions
Open Elective | 23
INDIAN RAILW
COLLABORATION WITH BEST IN CLASS SERVICE PROVIDER
TRANSPORTATION SEVICE PROVIDERS
TECHNOLOGY INNOVATION
PRODUCTION
VENDORS SPREADING AWARENESS
END TO END CONNECTIV
AUTOMATION
ELECTRICITY PROVIDER
ECO-FRIENDLY
TELECOMMUNICATION SERVICE PROVIDER
INTELLECT
TECHNOLOGY FINANCIAL
HEALTH CARE CENTRE
E-COMMERCE
SECOND HOME EXPERIENCE PEOPLE
INFRASTRUCTURE AND MAINTENANCE
TECHNOLOGY HUMAN RESOURCE
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WAYS
VITY
NID
WORK FRIENDLY ENVIRONMENT CUSTOMER RETENTION
EMPLOYEES
FRIENDLY
LOYALITY
AUTOMATION
SECURITY
CUSTOMER DELIGHT
TRAVEL FEEDBACK SYSTEM
INFORMED JOURNEY
MEDIA
ENTERPRISE
FINE TICKET ADVERTISEMENT RENTING
Open Elective | 25
KEY LEARNINGS • • • • • • •
Service Design Concepts Basics of Business Model Design Process Multiple perception Team Work Building Trust Importance of thinking crazily
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2 FACULTY : Nakkeeran N
27
LEARNING OBJECTIVES • To understand characteristic features of Indian society and key concerns in the country today • To gain understanding of a limited number of social science concepts that will enable a better understanding of social reality • To appreciate and reflect on values that could guide students of design to make their contribution meaningful to the society Content • Relevance of understanding Indian society for a student of Design • India – the state and the nation. • Caste system • Gender and Patriarchy • Identity • Development models • Health, food security and education
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Science and Liberal arts - 2 | 29
KEY LEARNINGS • • • • • • • •
Sensitivity to social heterogeneity Value behind design Behaviourism Horizontal Solidarities Objectivity and Subjectivity Nationalism Coexistence Caste and Gender existence
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3 FACULTY : Krishnesh Mehta
Design Management | 31
MANAGEMENT STARTS WITH SELF MANAGEMENT Multidimensionality Perceptivity Connections Non-monotonous Magic Entrainment Innovative Cognitive Flexibility Spiritual Quotient
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: 360째approach : See the unseen : Connect the unexpected : Break the monotony : Bring the WOW : Sync with the rhythm : Break the stereotype : Lateral thinking : Spontaneous creativity
MANAGEMENT JARGONS Entity
Demands
Marketing
Goods Services Idea Consumed Experience Events Human Beings Information Property Places Organization
Negative Demand No Demand Latent Demand Declining Demand Irregular Demand Full Demand Overfull demand Unwholesome Demand
Product Product Place Pricing Promotion People Process Presentation Packaging Point of Purchase
Pricing Premium Pricing Penetration Pricing Price Skimming Differential Pricing Transfer Pricing
Design Management | 33
TO THE CORE Film Animation Product Furniture Graphics Ceramics Textile Graphics Branding Marketing Ethics Pleasure Intelligence Love
: To Replace Camera with audience : Depiction of fantasies & non real world : Enhance capabilities by meaningful, purposeful and intuitive form : Products to maximize surface contact, buoyancy, adaptive and dynamic : Interaction of positive & negative spaces : Hygienic products using inert materials : Design to make touches and maintain the body temperature : Should be understood as told : Marrying the context with the intend : Sense, serve and satisfy consumer needs : Whatever you do, should not harm yourself and others : Stimulate the senses : IQ, EQ and SQ : Romance in design
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IT’S A GAME Mating Game It is necessary to know the game psychology and much more than that it is important to understand the human psychology Designer’s role is to create value and make the journey more pleasurable
SPGE- Survival Propagation Growth Evolve
Gene Pool Natural Selection Nurture Sex Love Darwin
Design Management | 35
KEY LEARNINGS • • • • • •
Widen The horizon Hands on -> Minds on Coin your own terms Create unexpected connections Remove some taboos Remove some taboos
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4 FACULTY : Gayatri Menon, Shrinkhala Aren
Research Methodology | 37
LEARNING OBJECTIVES 1. Introduce research world view, approaches, methods and tools with respect to design 2. Develop and understanding of research as used by design professionals 3. Offer hands-on experience of conducting research.
Content • What is research worldview and approaches? What approaches are conducive to design? • What is Research? And what it is NOT? • (a) Research Methods relevant to design (Qualitative Focus) • Ethics of Research • Communicating Design Research • Design Research- Case Studies
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RESEARCH TOPIC Mapping changing values among generations. Generation X and Millennial. Study the age groups and present your insights on changing values
Perception of
Money Family and Society Success Technology Education Fashion Health Occupation
Research Methodology | 39
RESEARCH METHOD • Inductive Approach : Observation -> Pattern -> Theory • Qualitative Approach : Value based study • Sampling : Stratified sampling (Strata based on Generation) • Interview type : Personal, Semi-unstructured, Structured IDEO Method Cards :
• •
Surveys and Questionnaires Five Why’s
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LISTENING TO THE SHADOW • • • • •
Long Interview Compensated the time of participant by making a movie Semi Unstructured Interview Controlled Environment The nature of Approach made the participant open his heart
A Film by Kaushik
Research Methodology | 41
RESEARCH: EFFECT OF PARTITION OF BENGAL ON WOMEN • Do not loose the larger focus • Flexibility of the questionnaire • With Ethics • Tapping the gestures when failure of articulation • Choice of place of interview is important • Observant to manifestations • Strategic reflective questions Dr.Sudhanya Das Gupta
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QUANTITATIVE METHODS AND MATH MODELLING • • • • •
Research –Finding the cause and effect Quantitative and Qualitative research Variable –scale of measurement Arrangement of variables Plotting a variable
Dr.ParagVyas
Research Methodology | 43
QUANTIFY THE DESIGN PROCESS • Triangulation –Reconfirmation of data • Controlled observations • Relevant Questions : Content, Types and Sequence • Quantitative Analysis • Variable : Independent, Controlled and • Dependent • TCP (Staircase friendly luggage) : Need quantification • •Statistic : Number crunching game but important Dr.VikramSingh Parmar
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ETHICS
• • • • • • •
Morality –Personal beliefs Professional ethics Ethics –Norms for conduct that distinguish between acceptable & unacceptable behaviour Permissions to research Confidentiality Deception Research Formatting and Style Guide
Dr.Madhusudan Mukherjee
Research Methodology | 45
KEY LEARNINGS • • • • • • • • •
Research for Design Why, What and How of Research Approaches to Research Ethics of Research Interview - Asking the right question IDEO Method Cards Research Methods Sampling Type of Interviews
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5 FACULTY : Dr. Tridha Gajjar
47
LEARNING OBJECTIVES 1. This course provides basis of visual image and text fundamentals to achieve appropriate visual perception. 2. Students will learn to apply their understanding of image and text in individual manner as well as combined manner for creating visual meaning and appropriated intended visual perceptions. 3. Students apply their knowledge of typographic and visual forms to projects that encourage the introduction of word and image with visual hierarchies. 4. The iterative process will be highly encouraged to achieve desired visual solutions. Visual organizations and production issues along with project management are stressed.
Content 1. Finding typefaces that would convey the appropriate meaning and integrating them with the image. 2. Connotative and denotative. 3. Developing Pictograms, Icons, Visual simplification. 4. Understanding the structure of different letterforms and using it efficiently in the integration of the forms. 5. Understanding the principles of Gestalt in created images. 6. Combining Type and Image to achieve desired perception considering various contextual factors.
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ABOUT Grey Orange is committed to building a future for the community by providing robotic solution to the basic human needs. The services enable the user to lead a productive and efficient life. The products act as a helping hand to the community and reduces the burden of daily household works.
Grey Orange Present Logo
Word & Image | 49
APPROACH The identity is designed in such a way that it will assist in word of mouth marketing and help the company grow faster. As the customer segment is household users, it becomes necessary to keep ourself in their shoes and look at the service from their perspectie. The constraint set in the beginning also helped me to focus, in explorations. Brainstorming
Understanding the Brand
4 Key Words
Key Elements that the brand should reflect
Words to Image
Visualize the words
Forced Connection
Forcefully connect 2 words visually
Simplification
Simplify the concepts
Final Design
Choose the best
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EXPLORATIONS
Word & Image | 51
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Word & Image | 53
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FINAL DESIGN The logo satisfy the technical requirements of the brief and also reflect the key elements, especially automation and mobility. The chosen typeface gives us a friendly feeling because of the round edges and generates a sense of confidence because of its stability. The logo is very strong verbally which creates brand retention.
Word & Image | 55
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Word & Image | 57
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IDENTITY - USP
oli
oli bin
ami Meaning : A friend (in Spanish)
Word & Image | 59
BRAND STYLE GUIDE
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BOOK COVER DESIGN
Word & Image | 61
KEY LEARNINGS • • • • • • •
Visual image and text fundamentals Creating visual meanings Visual hierarchies Brand Creation Making Design Briefs Creating Style guides Marketing strategies
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6 Packaging FACULTY : Dr. Tridha Gajjar
Department Elective - Packaging | 63
PACKAGING
Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use. Package Design is the discipline of creating the container, graphics and visible outer space. Primary Packaging Directly holds the product Secondary Packaging Outer wrapping that helps to store, transport, inform, display and protect the product. Secondary packaging is used to group primary packages together.
Tertiary Packaging It is used for bulk handling, warehouse storage and transport shipping. Generally it doesn’t reach the end user.
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PURPOSE OF PACKAGING Contain To hold the product
Protect Prevent breakage, spoilage, contamination, tampering and theft
Inform To identify the brand, to explain how it should be used, to warn about the hazards for misuse and to reveal product related information
Transport To safely move the product from the manufacturer, then to the retailer and finally to the consumer
Display To attractively display and facilitate the sale of the product Department Elective - Packaging | 65
PACKAGING - Saree Know the Product
Saree
Shelfs
Carry Bag
Display - Hanger and mannequins
Recognize the Needs
Folding the sarees
Closed Box
Display and Store
Plastic Waste
Wear and Tear
Measurements
Gift Wrap
Show to the Customer
Branding Space
Market Size
Every 4 in 10 women wear saree, in India
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Price Tag
Locking Mechanism
Space Consumption
BRAND CREATION
Department Elective - Packaging | 67
SURFACE GRAPHICS
M ayur a sarees
M ayur a
sarees
Design 1 120 GSM
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Design 2 120 GSM
sarees
DIE CUT BLUEPRINT 400 mm
350 mm
350 mm
50 mm
50 mm
115 mm
45 mm 8 mm
20 mm
30 mm 115 mm
50 mm
50 mm
30 mm
30 mm
50 mm
30 mm
150 mm
400 mm
Department Elective - Packaging | 69
PROTOTYPE
Integrated Hanger with hinged hook.
Elastic for Petticoat and Blouse Lining.
Foldable flaps to pack the sides.
Washing Instructions
Measuring scale
Locked using elastic
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SHOPPING EXPERIENCE The Box is flexible to keep the side open to show the saree from outside. Customer will be able to see the saree from the shelf itself.
Easy mechanism of box facilitate in fast selling with good customer experience.
Slaesman will be able to show the full length of saree with one end tied on the hanger. Which otherwise would have taken lot of time to fold back.
Department Elective - Packaging | 71
HANGER MECHANISM Plastic Hanger - Clipped at the open side
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Hinged hook, can be taken out when required.
KEY FEATURES
Elastic for Petticoat and Blouse Lining. When the Customer buy a saree they also buy other wearables which are needed to wear below the saree.
Bar Code for inventory management System. And Space for Price Tag. No need to put the tag on saree itself, as the primary packaging will always be attached to the saree.
Upper Border is locked, so that once can see the saree design. Just by holding and shaking the fied end the saree will fold by itself.
The same box will be used as a carry bag. The handle comes out as we pull it.
The Saree can be displayed also with hanger. Flaps protect the saree, as there is wear and tear because of constant rubbing with other sareees.
The front flap has space for photographs of the model wearing the saree. Now the photos won’t loose as they will always be attached to the saree package.
Department Elective - Packaging | 73
KEY LEARNINGS • • • • •
Packaging Basics Types of packaging Die Cutting Surface graphics Development User centric design
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7 FACULTY : Saurabh Srivastav
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PORTRAIT
STREET PHOTOGRAPHY
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PHOTO DOCUMENTARY
Photography | 77
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Photography | 79
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KEY LEARNINGS • • • • • •
Composition Light Setting Exposure Depth of Field Shutter speed Studio photography
Photography | 81
BIBLIOGRAPHY 1. Graphic Designer’s Essential Reference, Timothy Samara 2. Design Genius - The Ways and Workings of Creative Thinkers, Ambrose / Harris 3. Ecology of Economy 4. Print Making - A complete guide to material and processes, Beth Grabowski & Bill Fick 5. Introducing Relief Printing, John O’ Connor 6. The Complete guide to rubber Stamping, Grace Taormina 7. Relief print making, Gerald F. Brommer 8. Post digital Print Making, Paul Catanese & Angela Geary 9. Print Making for Beginners, Jane Stobart 10. Research Design: Qualitative, Quantitative, and Mixed Methods, Creswell, J. W. (2008).
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