Å“ PRODUCT & SERVICE DESIGN
Human Centered Design & Strategy I believe that we should not only design for the people, but also with them. Looking for innovative solutions for real problems. I love strategic design and finding new business opportunities.
Good listener “We have two ears and one mouth, so that we can listen twice as much as we speak� - Epicletus. It is very important to listen what other people wants to communicate for a better understanding.
Curious look I love to admire the shapes, the details and the behaviour of the people. I like to observe the different cultures, trends and human relationships. They inspire my everyday work.
Communication Good communication brings connections with others. Teamwork needs this to share information, knowledge and improve all together.
OSCAR ESCALLADA
T
STRATEGIC DESIGN OF PRODUCTS & SERVICES
+34 688 664 577
M
oescallada@gmail.com
S
Laudio, Basque Country
Who I am
Work Experience
Education
I am a proactive, dedicated and responsible person in
Process and automation engineer
constant search of new and exciting challenges. I enjoy
Sistemas Valle Léniz (S.L.U.)
Master in Strategic Design of Products and Services
the “doing” as much as the outcome in everything I do.
Reconditioning work zones using Lean Manufacturing, 5S’s
The aim of this Masters degree is to train professionals to
Sociable, curious and never-ending learner. I love the
and Design Thinking techniques. I am part of the strategic
be specialists in promoting and generating new products
Design in all of its forms.
innovation team and the quality and process improvement
and services by way of strategic design, using the discipline
team of CVL. I was also one of the Production Area Managers
of design as an innovation tool for the development of new
(Metal transformation).
products and services.
UX and Service Designer (Freelance) Bilbao AS Fabrik
Industrial Design and Product Development Engineering Degree
Bilbao AS Fabrik is an European project in collaboration
The main objective of the degree is to train professionals
with the city council of Bilbao and different entities in order
capable of creating new products and services that add
to increase the competitiveness of local companies. It is
value to the company and the marketplace. Industrial
expected to transform Zorrotzaurre into an innovative
designers develop their professional activity very much in a
baseline ecosystem within advanced services for Industry 4.0
multidisciplinary environment where creativity and innovation
and digital economy around Bilbao.
acquire special relevance. End of degree project: Design of the
I have been working in the Industry for several years in order to try and search the applications of Human Centered Design in this field. I have also made several designs and projects during my studies in Mondragon Unibertsitatea (Basque Country, Spain) In this portfolio you will see part of my work, from products, mobile apps, services, but also other personal challenges or works. I am on a point that I love experimenting in very different fields and I love to adapt and enrich from all of them. Do not hesitate contacting me for further information or even for just a talk!
Human Centered Lean Manufacturing methodology and test
Industrial Service Designer
in multipoint locks assembly cell. Qualification: 10
Muova Design Centre Currently finishing my Master’s Degree’s thesis in Muova (Finland) about Servitization and Service Design, giving support also in other projects of the company.
Professional Skills Modelling & Prototyping
Languages Graphic Design English Spanish Basque French
Curiosity about life in all of its aspects, I think, is still the secret of great creative people. - Leo Burnett
DESIGN METHODOLOGY.
01-02
PRODUCTS.
03-16
SERVICES/DIGITAL.
17-30
OTHERS.
31-36
DESIGN METHODOLOGY. The DBZ-MU methodology provides a general guideline for the development of innovative projects involving user’s knowledge during the 6 stages that constitute the process. Each stage consists on a divergent and a convergent phase. The first one provides a wide view of the existing opportunities, while the second one is used for choosing the best option among those possibilities. The aim 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.
STRATEGIC RESEARCH 1
ANALYSIS
IDEAT
TION
DEVELOPMENT
IMPLEMENTATION 2
PRODUCTS. 3
4
1 JUGO! Group project (4 people) Duration: 2 months The main challenges that Vidrala has presented during this project have been to create and design a brand and its respective glass bottle for their annual contest for designers. The design process has been divided into 4 phases: Strategic Research, Analysis, Ideation and Development.
WHAT IS? JuGo! is a brand developed in this project that sells cold pressed juices made instantly. JuGo! means a break in the routine, a space to take a refreshing juice made of ecological fruits from local farmers.
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CONTEXT All ecological, natural and healthy products are the trend. The consecuence of that trend results in a significant decrease in artificial and preservative ingredients. Moreover, each year increases the amount of vegetarian and vegan people as well as the consumption of products oriented to them. Due to the eco conciousness that is expanding nowadays, the natural products are in a continous growth. In addition to that, in order to take the most advantage of the vegetables and fruits, those who have peelings are the most common ones. Besides
USER Our product is oriented to the 18-25 years old young generation. These consumers are very occupied with the university or their jobs, so they do not have time to do sport. To deal with those problems and feel healthier, they look for alternative choices to feed. These people are used to taking care of the environment and they live constantly connected by the technology.
that, the fruits that have peelings are usually healthier. Apart from that, it is mentionable that the society has more interest in reading the labels of what they eat and drink to obtain as much information as possible.
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CONCEPT In the ideation, after some ideas and concepts, three final drafts have been reached using different creative methods to select the best option. At the same time, following an equal process, the logo has been designed. In the development phase, where the materials and the manufacturing processes and a packaging have also been designed. Finally, after establishing the price, the development of different promotions to launch the product into the market have also been defined.
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PRODUCT Our products are made with 100% natural juices that are beneficial for the health, inspired in the detox diets. The consumers will be able to personalize the juices or choose from those standard offered in the shop. The last ones will be four different types drinks, antioxidants, calmings, activating and digestion cleaners.
PROMOTION According to the content of this Marketing, there has to be a benefit from the added value of the product, meaning we offer a juice 100% natural all the time, beneficial for the health and completely personalized. Furthermore, if we sell the bottle itself as an iconic product, it could be used as the unique identifier of the product so that when the customers use the bottle outside home after drinking it, the brand could be recognised.
EXPERIENTIAL PLACES One section of the commercial establishment will be set as a fruit shop where the consumers can choose the juice´s ingredients. Afterwards, there will be another section dedicated to squeeze the fruits, always visible to the costumer. Then, the area where the buyers can consume their drinks, taking into account that the main objective is the fast rotation, both the tables and the chairs will be high so that they do not spend too much time there.
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2
PACKAGING FOR MINICAKES Group project (2 people) Duration: 2 weeks The aim of this project was about designing a packaging for a bakery in Arrasate.
In the beginning of the project they used a paper bag to pack and carry them, and it
This bakery needed a packaging for its little cakes, available for sale individually or in
was not coherent with the brand and the style they were trying to represent. Due to
packs.
this, Ekhi decided to bring us the opportunity to design a package for them.
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CONTEXT Ekhi is a Bakery located close to the University of Mondragon. The typical customers are students and families who want to have a break while taking a coffee whith a cake. Their main problem was that they did not have any hard packaging for the cakes. Those people who had them in the bar had no problem to eat them, but those people who were willing to carry them home or to the workplace, had difficulties in the transportation. In the image below we can see the only packaging they had for all the different sweets and cakes. After doing some research of the environment, users and the market, we defined a brief. We needed some modular packaging easy to use, eco-friendly and modular for 1 or various cakes.
CONCEPT Our concept, as it can be seen in the next pages, consist in 3 concepts of packaging, modular and that are able to combine between them in order to minimize the space and improve the customer’s experience carrying the cakes safe anywhere.
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Packaging Level 0 This packaging below is the 0-level packaging. It consists on a foldable cardboard
On the outside, the packaging has some black lines seen also in the decoration of the
sheet that can be used as a tray. We came up with this solution thinking in something
bakery and also the logo as a sticker. We wanted that every piece of packaging had
people could use while they are in the bakery. It is ergonomic and biodegradable, so
the logo in order to recognize it even when the packaging finishes its duty.
it is ecofriendly it can be recycled. Comparing to the previous bags they had to carry the cakes, these cardboard are not The aesthetics follows the brand image, transmitting that balance between vintage and fresh. It also represents the balance between movement and the moment of taking a break.
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too expensive if the practicality is taken into account.
Packaging Level 1
Packaging Level 2
This packaging is designed for those who want a cake to take away. The objective
Similar to the previous packaging but bigger, this box contains 4 cakes. After doing
of this design is specially to avoid greasy hands (or bags) and searches the safety,
research, it was considered the most efficient size. With the 4 cake container and the
keeping the commodity. It has a tiny plastic sheet in the upper face that allows to see
individual packaging becomes easy to carry all the cakes. Each cake comes again with
which cake is in that box
the tray for not to stain and become it a satisfying and delicious experience.
Due to this, inside the box, a packaging 0 is introduced with a little strip. When somebody wants to eat the cake, he just have to pull the stripe and the cake comes out on the tray ready to eat.
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3
GorrinGO Group project (3 people) Duration: 1 week
In this case, the Ibili brand ordered us to design a compact yolk separator that could be used with many eggs. The idea was to look for something semiprofessional for a person that bakes many desserts everyday (4-5 cakes per day). This separator also searches the least interaction possible.
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CONTEXT Ibili is a tableware company with many market lines. It offers products to both amateur and professional cooks. In this case, the aim is to create a product for professional cooks. The egg whites are frequently used separated from the yolks in bakery, so that is why something is needed for this job. It is not an easy job due to the delicateness of the eggs. In case the yolk breaks and mixes with the withe egg, the dessert could not be done satisfactory so it is a challenge.
USER The target user is a chef from a medium-size restaurant where home made desserts are baked. The chef uses about 120 eggs everyday that needs to separate for the elaboration of the desserts. But the eggs are not separated all at the same time, the amount is between 4 and 10 eggs per dessert.
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ANALYSIS During the week we got in contact with expert cooks, we tested various utensils of Ibili and we detected potential aspects as well as aspects to improve. Once again, these parameters were evaluated: The space used, interaction, practicality, amount of eggs that can be separated before emptying the bowl etc. We proceeded to classify the new concepts based also in the brief mentioned below:
BRIEF Easy to use. Compact and easy to store. Easy to clean. For both few and many eggs.
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ABS plastic Light and consistent
CONCEPT
Stainless steel Rounded bars for optimized filtration
Silicone Easy support for dishes
ABS plastic covered with silicone Strong interior and flexible for easy adaptation
1. Pull both trays that are connected
2. Adapt the length to the different
by a rail.
containers. One for the withe and
3. Open the egg in the upper part.
4. Let it slide while the white egg
5. Repeat it with as many eggs as
falls to the first container.
wanted.
the other for the yolk. 16
SERVICES/DIGITAL. 17
18
4
HONA Group project (5 people) Duration: 1 week Hona is the result of a workshop done for Ausolan where we were asked for designing a service of food delivery for them.
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CONTEXT Ausolan is a company specialised in cooking and food delivery services for companies, schools and institutions. It needed to increase the offer of its services creating a new business line that could be adapted to the new tendency in the food delivery. The market of home delivery service of food is increasing, but nowadays it is not like some time ago that a catering was hired for the whole company. These days we have to compete with the plastic containers and the more individualized and personalized delivery services.
WHAT IS? Born as a collaboration between Ausolan, its gourmet line of gourmet events (Sharma) and the Basque Culinary Centre, the objective of this new business line is basically defined as the offer of natural, healthy and nutritive Basque fast food. The aesthetics chosen is quite premium and the new tendencies are been searched in order to find a gap in the work delivery. In this case, the first stage of the initiative starts with the objective of furnishing the companies located in the Technological Park of Miramรณn.
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HOW DOES IT WORK? It is a lineal process in which you can choose a first plate and the side-dishes you want. There are limited units, especially at the start of the service launch. This way, it is quite exclusive and it allows to Ausolan a delimited food provision of ingredients, avoiding wastes for too much stock. It has also be taken into account the food making process level since they are designed by the Basque Culinary Centre. The distribution will be done by motorbike if they are one-time and individual orders and in the case it is in an industrial area where several companies and employees had hired this service, it will be done by lorry.
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Recyclable and personalized packaging
Hona’s reusable cutlery
Information panel on the street
Social media 22
5
Zaintzeko Group project (5 people) Duration: 1 month This project launched by the University of Mondragon is a part of the Zaintzeko methodology test they created. In collaboration with the technological development center of Uggasa, they suggested the challenge of searching for solutions to slow down the dementia. It was awarded by the Ibero-American Design Biennial in DiMad event with the prize of Service Design.
CONTEXT A person with dementia can need help and vigilance in both at home and in an institution. Many organizations are also available to help taking care of these people by protection services for adults, community resources, geriatric departments in a local or statal level, visiting nurses or assistants and volunteering services. The carers´life revolve around the satisfaction of their relatives´needs and many of them leave their own life in a secondary place.
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USER Almost all the entities that we have got in touch with, have remarked the importance of the preventive action in dementia cases. It exists the habit of applying solutions when it is already too late or the dementia is severe. Therefore, this project has wanted to deal with the first four phases of the dementia, when the patient is still at home and is not completely dependent. In this case, several tools have been used in order to analyze correctly the user. On the one hand, some interviews have been carried out with patients, carers and public health field professionals. On the other hand, there have been several co-creation sessions with different profiles. To finish, taking into account all the insights detected with the previous tools, they have been summarized using the Personas tool and conducting a Customer Journey Map with them.
BRIEF “Design a product or service that will help slowing down the first phases of the dementia where the patient is still at home and is not completely dependent, although the person is aware of the beginning of the deterioration.�
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MERCHANT ASSOCIATION
WHAT IS?
· · · ·
TRAINING CENTER
It is a service that allows old people to con-
· · ·
tinue receiving products from their usual
Education Behavioral tips Assistance
Information Community Assistance Rights and obligations
local shops while, at the same time, they
AUZOTU
check out they are well.
PRODUCT PAYMENT
EDUCATION PAYMENT SALARY
DEALERS
HOW DOES IT WORK?
FEE SELLERS
BUYED ARTICLES
Through an app that gets family members
SERVICES ASSESSMENT
ASSESSMENT
(caregivers) in contact with the establish-
ELDER PERSON
ments and some delivery people (external to the establishment) distribute the products and give feedback to the family on the
SUPERVISION
state of the elder, so that they can have situations that they used to have before.
FEEDBACK
ASSESSMENT CARING PERSON
m
ay o de r con Ma a ria uton Lu o isa mía ) CÓ )
EN MO TE SE
PRODUCTS
PROPOSAL The proposed solution is a home delivery
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REGISTRARSE
USUARIO
USUARIO
+ INFO
TEST
M“ Luisa Email
Larraæaga
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Usuario Usu suario o
53065126-A
1 Me dejo llevar por los demÆs
943655626
2 Me desanimo con facilidad 1
m.luisa@gmail.com
SOBRE NOSOTROS Comercio o
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along with its structure.
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¿C MO FUNCIONA?
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REGISTRARSE
kontxi.a@gmail.com kontxi.a xi.a
able to develop this application, we have first thought about the functions it should have,
3 Hago cosas inesperadas
¿Desea compartir esta cuenta con alguien?
CONTACTO
2
This service will be carried out through a main channel: the mobile application. In order to be
TEST DE PESONALIDAD
1
ENTRAR
PAGO
ENCUENTRA A TU REPARTIDOR IDEAL
TEST DE AFICIONES/GUSTOS
Next, the wireframes of what would be the different screens have been made, from the three different profiles. Finally, with the help of the Adobe XD tool, the visual design and prototyping of the application has been carried out. On the other hand, we have worked on the 10:15
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USUARIO
+ INFO
TEST
USUARIO
PAGO
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TEST
visibilization in the their own shops.
10:15
M“ Luisa C/ San Isidro
PAGO
M“ Luisa C/ San Isidro
CATEGOR˝AS/COMERCIOS
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ATA Harategia Urdaitegia Leturiatarren plaza, 2
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with local commerce, it has been seen convenient
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to visualize in some way the service itself in the
M“ Luisa Larraæaga
Otros Observaciones/informaci nes/inform i n de interØs:
530
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Mendizabal Harategia Iparragirre, 1
PANADER˝AS
CADER˝AS PESCADER˝AS
BER˝AS BARBER˝AS
CIO LIMPIEZA SERVICIO
physical stores.
03/23 Fernando Salegi Harategia Secundino Esnaola, 34
IR A P`GINA NA PRINCIPAL PRINCIPA
As it is a service that unites people with dementia
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end,
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their own shop windows and brochures that they will be able to distribute the dealers to their customers when they are going to do the buy. 10:15
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M“ Luisa
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M“ Luisa
Fernando Salegi Harategia Secundino Esnaola, 34 Zumarraga 20700 Tfno.: 943725276
10:15
M“ Luisa
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M“ Luisa
Fernando Salegi Harategia Secundino Esnaola, 34 Zumarraga 20700 Tfno.: 943725276
EDITAR
MENDIZABAL HARATEGIA PECHUGA DE POLLO Peso: 300 gr Observaciones:
PECHUGA DEE POLLO
PECHUGA DE POLLO PO
PECHUGA DE POLLO PO
Cantidad o Peso
Cantidad o Peso
300
Observaciones on nes HAMBURGUESAS CHULETA
gr
HAMBURGUESAS ESAS
CHULETA DE TERNERA
CHULETA
Cantidad: 3 unidades Observaciones: No muy gruesas
300
Observaciones aciones
gr
Cantidad o Peso
3
Observaciones vacione
No muy gruesas
Nœmero de productos: 2
gr
Precio: 30 euros D a Entrega: 30/01/19 Hora Entrega: 11:00 pm Repartidor: Xabi
EDITAR
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6 Rising Water Group project (4 people) Duration: 48 hours This project was the result of the Hackaton of Nasa’s SpaceApp Challenge. The project became Global Nominee in Finland region and it was classified for the International Competition.
CONTEXT Global climate change involves the rising of sea level around the world. This is driven by two primary factors: the thermal expansion of water as it heats up, and the melting of ice at the poles increasing the amount of liquid water in the oceans. The oceans currently rise at a rate of slightly more than three millimeters each year. Approximately 40% of the entire human population lives in coastal areas, and eight of the ten largest cities in the world are located on the coast. As sea level continues to rise, these coastal areas will face increasingly severe impacts from hurricanes, storm surge, and flooding in general, affecting billions of people. Although this issue is one of the first that comes to mind when considering the effects of climate change, it is difficult to envision the effects of oceans rising by less than a centimeter each year. How can you help communicate the impact visually?
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USER After a short research and taking into account the main objective of the challenge a young person beween 25-35 years has been choosen as a main user persona. Our findings were these people are more focused on their impact in the nature and the world, so teaching them and giving them advice, they can also convince others to reduce their impact and also reduce the sea rising. For this research a couple of tools have been used, as user persona, trend analytics from the Global Economic Forum TopLink, etc.
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WHAT IS?
HOW DOES IT WORK?
Rising Water is a digital platform that analyses your
The user enters general information into the questionnaire. Only personal relevant information is asked, such as Country
lifestyle and gives you an approximated prediction
of residence and age. Then 10 daylife questions about their routine are asked. The objective is to be as easy and quick as
about the level of the sea taking into account different
possible for not to get bored.
parameters that NASA has in their databases such as air pollution, CO2 footprint of different activities, etc.
After this, the users get info about their average footprint, eco-friendliness and water waste compared to people around.
The more users we get into this plattform (accessible
Also they can see in a map their country’s coasts evolution within 50 years if they continue with that lifestyle. They have
via App and web) the better can we understand society
some tips and tricks to improve this and help reduce their impact. Videos, news and different graphics taken from NASA’s
and try to slow the leverage of the seas.
database are available and filtered depending on their profile.
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“TOP SPEED” DESIGN SPRINT It is not the first design Sprint I have taken part in, but this one has been one of the most challenging ones. The team was formed by 2 data engineers and 1 high school student, so I took the role of facilitator to guide them into a Design Sprint process. We organized the schedule for the 48h we had for analysis, ideation, development and presentation. Our objective was to reach the deadline with a prototype of the idea and so did we, finishing as winners of the local competition. It was also a great experiment for me to apply different design tools and methods with “non designer” people. I explained them the methods and how to reach our goal faster and quickly we pointed at the same direction. It was a really good experience and I go really surprised to reach into a Xd prototype and have tested it with at least 20 people in such short time. I will probably do another hackaton soon.
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OTHERS. 31
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NEVER SETTLE I consider myself a curious person, always eager to learn new things and participate in different initiatives. That is why I wanted to create this section to show other types of projects and activities in which I am involved.
Apart from the previous projects, there is another one that I have special affection for, and it is the design of an expandable suitcase that I made for Samsonite, in the CogniStreamer contest. Unfortunately I can’t add it to the portfolio, as I signed a confidentiality contract with Samsonite after being a finalist and having sold the intellectual property of the design.
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Global Shapers Community The Global Shapers Community is a network of hubs developed and led by young people who are exceptional in their potential, their achievements, and their drive to make a contribution to their communities. The Global Shapers Community is an initiative of the World Economic Forum. There is a Hub in Bilbao where I am part of the team. This year I am the Project Manager and I also participate in several projects showed below:
Beerziklatu
Purple Rain
Shaping Fashion
A project where we connect artisan
In Global Shapers we believe in gender
Fashion is one of the most polluting
brewers with bakers to re-use the
equality, and we are doing different
industries in the World. With this project
cereal-waste in beer production to make
activities in order to empower women
our aim is to reduce this waste finding
bread. I co-designed the corporative
in the society.
solutions and making people aware of
image of the project and I also learnt
this problem.
how to make bread!
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MUMAKERS My role at MUMAKERS is to coordinate the different engineering students who meet and manage the teams and projects we develop. We meet to teach each other skills and learn by doing. 3D printing, prototyping, programming, electronics and robotics are some of the topics we deal with. We form multi-disciplinary teams and carry out DIY projects together. I also created the brand image. (Logo, colors, etc) These are some of the things we do:
Projects
Launchpad
R+D Projects
Formations
Arcade Machine
A launchpad developed using Arduino
Using University’s resources we try new
We give formation to young kids and
The University donated to us an old
and Raspberry Pi. All the exterior was
gadgets and think how to implement
students to introduce them to the Maker
arcade machine and we restored it
also designed by us.
them to our projects.
movement.
using a Raspberry Pi and Arduino.
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Sistemas Valle Léniz (CVL) Human Centered Design in Industry I have been working for almost 4 years in an industrial company and I take advantage of this environment to see the limits of Human Centered Design. I developed a methodology called Human Centered Lean Manufacturing and it is now being applied. In addition, I planned a group of 5 operators and participate in the process improvements of the factory providing my engineering vision, as well as my knowledge of design and Lean Manufacturing.
MUOVA Design Centre VR & AR During my year in Muova I’ve had the opportunity to work in different projects. Some of them related to VR and AR and now I am following these technologies closely in order to see how do they evolve. I see in them a huge potential for digital platforms and UX/UI development.
Industrial Service Design My Master’s Degree’s Thesis is focused in Servitization and Service Design’s role in this field. As I have mentioned, I like to understand big systems, see connections and understand each people’s behaviour in the whole context. Industrial companies need a help in this process and I think that Strategic Design can be their driver to achieve their goals.
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Thank y your att
-
oescallada@ +34 688
linkedin.com
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you for tention
-
@gmail.com 66 45 77
m/in/oscar-escallada
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Å“