PORTFOLIO PAULA CHAMORRO
THE CULTURE OF SAVANNAH AIRPORT
T he c u lture o f S ava n n ah airp ort
A b o u t th e pr o j e ct
E t hnograp hic and Qual itative Research
W h at i s e t h n ograp hy ?
“Is a way to gain and to understand of the everyday realities of people working within these diverse settings� Blomberg, Giaomi, Mosher & Swenton-wall, 1991.
This was a group project, in which Ethnographic tools were applied to study the culture of Savannah Airport
Develop a people-centric design strategies and concepts for the creation of a new product or service.
Intend o f th e pr o j e c t
Research process
1
Identifying Stakeholders
2
Secondary Research
3
Primary Research
4
Analysis
5
Framing Solutions
6
Testing Ideas Final Offerings
1
2
3
Identifying the stakeholders for the airport was a method to see the vast complexity of the problem. By pushing the barriers from what is obvious we came up with intangible
For this method, we had to see the airport as a system and identify all sub-systems and existing details or facts that make the integrated system work well.
After an intense secondary research process, we stepped out to do some critical observation trips, on-field research and user group interviews
Cultural Aspect
Blessings Emotions
Party Makers
Savannians
Creative Mob
River Roots
Stories Body contact Cultural diversity
Use of Technology
User Experience
4
6
5
The analysis of data obtained from the cultural probe and user interviews helped is in determining existing trends and views about Savannah airport.
Through our research, we came up with more than 50 ideas to enhance the existing unique culture of Savannah airport.
Out of the 50 ideas that we developed, we shortlisted 10 odes and tested 3 of them in public spaces and also at the Savannah airport.
Savannah Style 9%
New Art Movement
7% 17% 7%
Tech for Navigation Food Options
45% 15%
Feedback at the Airport
Second Goodbye
Meaningful Messages
Promises Tree
JEWELRY & TRADITION
Je w elry & T ra d i t i o n A b o u t th e pr o j e c t
Je w e lry In India
For this project I took Design Thinking as a method to develop products, starting with the research phase and finalizing with the offerings.
Understand
Observe
1
Identify
2
Establish
3
4
5
6
7
Map Out
Evaluate
Apply
Unde rstand
Observe
I d e n ti fy
1
2
3
Activities and the participants that are interacting in the context.
Parents look for a wife
Shapes, materials, textures, dimensions, meaning, color. Parameters reflects culture.
Activity Marriage
Family give Jewelry to the bride.
Participants Women & Man
Guest give gifts to the couple. Context Jaipur - India
Religious Ceremony
Diamonds Ruby Polki
E s ta b l i sh
Map out
4
5
The object must be resistant to soft Movements.
Ideas and sketches for New proposals
E va l u at e
Apply
6
7
Is it an appropriate design to manufacture? Is it good for selling?
Selling process. Interaction with the customer. Arrange the price
F i n a l of f er ing s The result of this project was jewelry with materials like: gold, emeralds, ruby and enamels
KNOWLEDGE KIT
Know led g e K i t
A b o u t th e pr o j e c t The purpose of this kit is to increase the interest of children of the Wayuu community for their ancestral culture. Through this interactive activity kids can understand where they came from while they are appropriating their traditional identity creating stories.
F o r Way uu Communit y
Wh o t h e y are ?
What is happening?
They are an indigenous community located in the north of Colombia.
The community is losing their tradition because of three factors: Other Values, Teaching Methodologies and Violence.
Traditi o n
D e si g n A ppr oach
Man used to create the fist part of the bags, the woman used to create only the third part of the bag. Now mothers are creating all the entire bag and man do other activities.
Implement games as a interactive way of education
Eastern Values
Wayuu
Co-creation
1 Lose of Traditions
Sexual Violence
After the research I established some requirements to apply in the final proposal to solve the problem.
Methods for Teaching
Strategy
2
Focus
Approach Scope
3
Creation of an Interactive way to learn
Reduction of sexual violence, drugs and prostitution
Hypothesis
Implement
Propose
Analyze
S olut ion
Wayuu Castes
The solution of the problem is to co-create again, to apply this concept in the creation of design pieces.
Kids will be able to emphasize in their ancestral knowledge Understanding and adopting the Wayuu Identity Regular Teachers
New integrated System of education
Wayuu Teachers
C o n se que nce s
Activity
If they remember where they came from they will return to their traditions and keep them alive
Identity
1.
Listen your Mom’s & Grandpa's stories
2.
Where they came from?
Color code Your threads
3.
While your grandpa is telling the story you must start drawing your caste symbol
4.
Final
CLC SNAP-ON Where they came from?
CL c S n a p-o n
A b o u t th e pr o j e c t Our challenge was to examine the market across three main sectors of pomology, landscaping,horticulture and viticulture. Immediately we faced trouble with finding an orchard nearby to gain on the ground primary and secondary research from.
C ollab o rat i n g p ro je ct w it h BAhco
SE C O N DA RY r e se a r ch
P r oje c t G oa l Bahco is attempting to move from the European to the American market, an analysis of culture needed to occur to place our findings in a global context.
In Person
Secondary Research
idif
y
Customers had never heard of BAHCO. They don’t know that is part of SNAP-ON
sol
tur nur
!!
I
S
ine
go!
G
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N
ex
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discove r
D
Online Market
imagine SO C I A L MEDIA Design is used here as a thinking and learning tool for creativity. It is surrounded by numerous activities that can be done at any point, or returned to as needed, through the center focus, ‘design’.
There is an actively participant work wide exhibition on Twitter,
Online markets serve as an opportunity for Bahco to focus online marketing.
I n s i g h t s P ri ma ry re s e a rch
V I T I C U LT U R E After the research I established some requirements to apply in the final proposal to solve the problem. Many consumers have a strong sense of product loyalty, which will make the switch to a different brand challenging.
POMOL OGY Customers who are proud of their tools are still willing to switch over due to quality. The check-in/check-out system proves that the high quality products can not only be long- lasting but could preserve the tools and avoid any type of theft; system is used in more than one of the locations we visited.
L ANDS PA PI N G The tools that are mostly used are pruners. Every five to seven years they need to buy new tools.
H O R T I C U LT U R E The new rotating mechanisms, as well as the left-handed tool option can change anyone’s minds about a brand. The shelf and online absence of Bahco products makes consumers unapproachable to the brand.
I n s i g h t s p ri ma ry a n d s e co n da ry re s e a rch
# B AHCO (U S E O F SOCIAL ME DIA)
PEOPL E L OVE DRAMA (BAD REVIEWS)
BEST? SH O W M E (QUAL I T Y )
W E N E E D T O TA L K (I N T E R A CT I O N )
Better social media platforms are important to promote products
Redirect people’s attention away from bad reviews
Prove the quality, get the business.
The one who understands customers better wins
B E I N TOUCH (P ROMOT IONS)
SHOW ME THE MONEY ($)
HEY, I’ M H E R E (SPECIFI CA T I O N )
OUCH (PR O D U CT Q U A L I T Y )
The brand needs to take root in the customer’s mind
The correct price point needs to align with the major users’ tendencies
Specific investigation is needed for each specific market
Investing in both the worker and the end product is a way to improve
OPPORTUNITY STATEMENT There is an opportunity for Snap-On to bring Bahco into the American Market, using an approach that extends over social media, online marketing platforms, and focuses on interacting directly with consumers.
THANK YOU