Business Design Portfolio

Mohamed Rizwan

Business Design Portfolio October 2012

Phone: +255-7696-4292-8 Email: rizlee@gmail.com Skype: mrrizlee

PROJECT: Brand Design CLIENT: Proctor and Gamble

// OBJECTIVE Design an integrated and consistent brand building strategy to communicate the values of P&G to mothers across the world.

The key challenge is to determine how P&G can say “Thank you” to moms around the world at future Olympics.

// PROPOSAL Design an integrated brand building campaign named Mentors for Tomorrow, which shall benefit both the parents and the children. This shall in-return build a strong community of people consuming products by P&G.

// TOOLS & METHODOLOGY Quantitative analysis, mapping of user needs, trend and benchmarking research, focus groups, position mapping

As an initial step, we shall build an participatory online community learning platform, where the parents and other volunteers would be able to share information. This learning platform shall build awareness on the benefits of P&G products among the members of the community. Secondly, P&G shall also sponsor sports events at schools to nurture young talent and provide sports facilities. This shall be in addition to the on-going education program sponsored by P&G to create the first brand experience for children and drive brand loyalty. The third phase would be to organize annual community events Delight mom to bring together parents and children. The main objective of the event would be to engage the community in activities related to various brands under the P&G umbrella.

// INSIGHT In a typical modern lifestyle 67% of mothers are involved in either part-time or full-time jobs. This leaves very little time for interaction between them and their children. These children look upon other people such as coaches, mentors and teachers for guidance, who enrich the children lives with same values as a real mother would do. Some of these values such as love, passion, integrity, leadership and trust are present in all of us.

On the other hand, homemakers in the UK spend 65% of their leisure time on online activities. Out of these, 54% of the activities are to do with sharing information about product reviews, upcoming activities and events. This also supports the fact that modern day mothers are highly participatory in social media such as blogs, online community, networking sites etc.

Lastly, to increase the drive in sales, we shall create easy retail shopping experiences and sales promotions using smartphone shopping facilities (QR codes). Every registered user from the online community would be given unique discount coupons through QR codes, which can be redeemed at major retail stores for purchasing P&G products of their choice.

// ABOUT THE COMPANY Proctor & Gamble, one of the major consumer goods brand globally. P&G began the ‘thank-you mom’ campaign at the Vancouver Winter Olympics in 2010.

The campaign touched the heart of people around the world as it recognized the role mums play in supporting their children as they grow and pursue their passion in sport, especially for those who ultimately become Olympic athletes. The objecive of the project is to evolve this campaign to support future Olympic events.

PROJECT: Brand Design CLIENT: Proctor and Gamble

Mentors for Tomorrow // ONLINE PORTAL The main content of the portal would be a set of webseries, which shall be an archive of the mentorship programs. // P&G COMMUNITY The ongoing mentorship programs from the portal shall lead to the birth of the P&G Community, whose primary objective is to address various topics such as: Child up-bringing, domestic issues, family welfare and sports extra-curricular activities.

These mentorship activities would take place periodically in selective schools/community centres. // SCHOOLS - SPORTS EVENTS & EDUCATIONAL PROGRAMS P&G would collaborate with certain schools to sponsor the school sports teams. Every school would have a P&G athlete for a particular sport. P&G Athletes would further compete at a large scale sports event, co-sponsored by P&G products. The objective of this sports event would be to identify young talent (P&G Champion title). This could be an ideal platform to promote young talent among school children and also provide a platform to recognize talent for potential Olympic athletes in the future.

The education programs in school would be based on two categories: primary school children (5-10 years) and higher secondary school (10 years & above). The focus shall be on oral care for the primary school children and personal hygiene for higher secondary school children. These education programs shall be aligned with the various on-going programs sponsored by P&G such as Touching lives, improving life.

// DELIGHT MOM EVENTS The delight mom would be a bi-annual event, held before the summer break and opening of the academic year. The objective would be to promote participation by both the parents with their children through various sports activities.

Apart from sports activities, there shall be also several participatory events aimed at promoting household brands related to the brand purpose, such as pampers corner, ariel wave, beautiful mom and fairy castle.

// RETAIL EXPERIENCE - SMART SHOPPING The smart shopping experience consists of a unique QR code, which shall be assigned to all the users of the P&G online portal. This unique QR code shall replace the conventional plastic loyalty cards. In collaboration with selective supermarkets, P&G shall issue these cards to the users, who can then enjoy special privileges, such as shopping points, sales promotions by scanning QR codes printed on selective P&G prodcuts.

Recognition PRODUCT PACKAGING

Participation P&G COMMUNITY

Awareness

Learning

ONLINE PORTAL

Establish a strong bond between parents and children through healthy parenting/mentoring.

• Awareness program • Content platform for sharing/exchange of ideas

DELIGHT MOM EVENTS • Promote community activity • Novel brand experience

SPORTS EVENTS

Sponsorship • Brand sponsored team for school • Invite celebrity athletes to inspire children

EDUCATIONAL PROGRAMS SCHOOLS

Mentorship • First brand experience • Create brand loyalty

RETAIL SPACE

Experience

PROJECT: Innovation Through Design CLIENT: Barilla

// OBJECTIVE Generate creative and unique ideas to support Barilla in its effort to innovate and evolve its identity and product offer. This transformation will enable Barilla to switch from a food product driven company into a company delivering experiences, knowledge and model of life through new products, spaces, initiatives, contents and events. // TOOLS & METHODOLOGY Open innovation model, T-shape model, competitive analysis, product research, opportunity map, six thinking hats // INSIGHT Based on our research, we discovered that Italian cuisine is perceived to be exclusive, unvaried, sophisticated and expensive. On the other hand, Italian cuisine is rather diverse, simple and affordable. We need to bridge this gap by creating new experiences and sharing knowledge about the same. In addition, it is also clear that there is an increase in interest for culinary cultures.

// PROPOSAL Design an innovative business model FoodPollination, where Barilla would initiate a research program to gather culinary insights from international markets. This program would translate into into a more engaging medium in the form of a reality show, internet blog and a recipe book. Finally, this qualitative analysis would enable Barilla to extend its product line to meet the culinary taste of the Asian markets.

FoodPollination; Italy meets China is a discovery journey blending cultural and culinary traditions through crosspollination. The overall concept of the FoodPollination project can be divided into four phases, such as; Dissemination In this phase, Barilla shall focus on spreading the accumulated knowledge as a driver of innovation.

Collection This phase involves the collection of data involving local communities to gather insights about culinary traditions.

Creation Interaction, understanding, developing and testing innovative fusion recipes and products.

Sharing Translating the culinary insights into tangible outcomes in the form of new successful product lines.

// ABOUT THE COMPANY Barilla, originally established in 1877 as a bread and pasta shop in Parma, is today one of the top Italian food groups: a leader in the pasta business worldwide, in the pasta sauces business in continental Europe, in the bakery products business in Italy and in the crisp bread business in Scandinavia.

Barilla, a non-design driven company, is searching for new tools to innovate in order to face the current changes and the future transportmations of today’s business world.

PROJECT: Innovation Through Design CLIENT: Barilla

FoodPollination // INTRODUCTION Project FoodPollination consists of two segments, one is the input, which consists of the chefs, the bus and the route. The other part is the outcome, such as the media, the new recipes and the new products.

// MEDIA The whole activity of the chefs interacting with the local communities, tasting local dishes, experimenting with the ingredients and innovation process shall be documented in the form of a reality television show and a internet blog. The blog shall also act as a touchpoint for the audience to participate at a global level. The audience would be able to comment, suggest and rate the recipes created by the chefs. In addition, they would also be able to read the ideas, thoughts the chefs have in mind, which would possibly be a bit challenging to communicate through a television show.

// CHEFS There shall be an Italian chef and about eights Chinese chefs chosen strategically based on the specific provinces.

The Italian chef shall be chosen by a panel of experts from Academia Barilla and the the Chinese chefs shall be chosen based on a public voting system through cooking shows and programs. The objective of having two chefs from different backgrounds is to enable interaction and a create crosscultural learning platform of the different cuisines.

// NEW RECIPES The final top reviewed recipes would be documented in the form of a FoodPollination recipe book, which would address in detail the origins of the ingredients, dishes, about the local chefs, the creative process and explaining the recipe in detail. Hence, this would be a very different recipe book in comprision to other recipe books available in the market today. This recipe book can also be published in successive series based on other markets that Barilla wishes to study, understand and penetrate in the similar fashion.

// BUS The bus chosen as the mobile innovation lab shall be the centre for experimentation, learning and creating new fusion recipes suited to the culinary palette of the local people.

// NEW PRODUCTS The collected insights will finally be translated into tangible outcomes such as new product lines, new pasta shapes for soups, new sauces and new packaging solutions.

// ROUTE The itinerary chosen for the bus will be based on the places of origin of particular local dishes/ingredients that would potentially help to create new dishes/recipes. As for this project, we have chosen about eight various dishes and the places of origin based on three factors such as Ingredients, process of preparation and taste.

A DISCOVERY JOURNEY AIMED AT BLENDING CULTURAL AND CULINARY TRADITIONS THROUGH CROSS-POLLINATION

PROJECT: Design Research CLIENT: MACEF

// OBJECTIVE Apply a set of market research tools to address a business question with an innovative solution. This question shall be based on the observation and social changes in the context around the cosumer.

// PROPOSAL Design a notebook that has a weekly organizer, diary on side and a sketchbook, notepad on the other would be an appropriate solution for this opportunity.

// TOOLS & METHODOLOGY Quantitative analysis, qualitative analysis, product mapping, analysis of user needs and trends // INSIGHT There are limited or hardly any brands that offer a diary/ notebook that suits for both professional and personal needs.

The design of the notebook should be such that is has a durable exterior finish in addition to fliexible filing techniques.

83% Keep them for reference

2% HOW CAN WE ESTABLISH A STRONG EMOTIONAL CONNECTION BETWEEN CONVENTIONAL NOTEBOOKS AND USERS TO REVIVE THE PLEASURE OF WRITING ON PAPER?

// ABOUT THE COMPANY MACEF, the International Home Show, is a success that is renewed every year and where only excellence has pride of place. Excellence of course goes hand in hand with creativity, innovation, aesthetic research and business.MACEF is first and foremost the most important meeting opportunity for exhibitors, meaning the great home design brands, and for buyers who are ready make their orders for the new season.

The multifaceted city of Milan, which is the beating heart of the Italian economy, provides the perfect stage to showcase its many talents. It takes place in January and September.

Scan and keep them as digital copies

8% Tear off specific pages for reference

tchbook Personal Ske + / diary Project book

PROJECT: Design Research CLIENT: MACEF

Design Research // PRODUCT MAPPING The first phase involved the collection of over 100 samples of notebook and diary samples that exist in the market today. Later I meticulously mapped them into four different quadrants with two sets of polarities. We had to be very careful about the factors we take into consideration during making the axis. In this case, I took Professional vs. Personal and Self-expression vs. Generic. // IDENTIFYING OPPORTUNITIES After successfully placing all the product samples within the product map, we made observations based on the statistics.

In my case, the product map clearly shows an opportunity in the Q1 quadrant. This quadrant represents all products which are unique in design, yet are used for professional reasons.

Inspite of collecting over a hundred samples, I could manage to position only about 14 products in this quadrant. To be more precise, the extreme top left sub-quadrant of the Q1 had only 2 products in it, which is a clear indication of uncontested market space and high potential.

On the contrary, there were also some sub-quadrants (parts of Q2 and Q4), which were dense, meaning they were a saturated market and offer little scope for new product development. // USERS NEEDS After successfull completion of the initial phase of project, I designed a questionnaire with a specific set of questions. I segregated information based on demographic and subjective feedback from the participants. Through this collection of data, it was clear that there was a particular need for a new product that could serve both personal and professional needs of the consumer. At the same time, it is essential that I take into consideration the size of the notebook, since portability is one of the factors that the consumer take into consideration when purchasing a notepad, sketchbook or a project book.

Product mapping

PROFESSIONAL

1

5

2

1.7%

4.2%

4

5

2.5%

6

34.2%

3

Q1

3

4

2

1.7% SELF-EXPRESSION

-5

-4

-3

7

3.4% -2

0%

1

-1

1

Q2

8

6.8% 2

3

4

5

GENERIC

-1

4.3% Q4

13

0.8%

0% -2

14

1.7% 9

10

-3

26.5% 15

1.7% 16

YES

0.8%

-5 PERSONAL

Do you always carry your diary / notepad with you?

64%

-4

9.4% 11

12

Q3

PROJECT: Distributed Product Management CLIENT: Fontana Motors

// OBJECTIVE Conceptualize and design a new electric motorbike for Fontana Motors. In addition to designing the motorbike, a business model also must be developed to market the product levereging on the premium ‘Made in Italy’ brand value and innovative design. // TOOLS & METHODOLOGY SWOT Analysis, user trend, prototype building, mapping of user needs, simulation through personas & scenarios, strategic partners clouding, go-to-market strategy // INSIGHT After the trend analysis, we had identified that people adapted to trends that reflected their values and gave them a sense of identity. To sum it up, we concluded that “Differentiation is the key” to creating an idenity.

Based on a research paper presented at the MIT Smart Customization seminar in 2008, we found that consumers want and value products, services and experiences that are custom-designed for them and/or by them. In addition to the product, the customers are also willing to pay a premium for the customization experience as well fo the outcome of customization itself.

// PROPOSAL Create an unique value in the electric motorbike by offering the ‘Customization experience’ to our consumers. This experience of customization will enable them to create an intangile value they wish to add to their product. In order to be able to identify these values, we sought insights into lifestyle of our target audience and identity the value that they cherish the most.

We created personas that would ideally suit our target audience schema. In addition, to creating a typical day-today scenario, we also added fine details in terms of brands exposure and related products they utliize to meet their needs. After identifying the brands the personas relate to, we also classified their tangible needs in various scenarios, so that we could address with pragmatic design solutions.

Values

Lifestyle

Consumers

Original Thinking Authentic Experience Connected Living

Brand

Innovation Authenticity Commitment

// ABOUT THE COMPANY Fontana Motors is a joint venture between Fontana Group, Altreforme and Volta energy. Fontana motors specializes in manufacuring body-in-white for major automobile companies through sustainable materials and processes.

Altreforme bring its expertise in the fabrication and styling of aluminium products with fine aesthetics.

Volta energy focuses its speciality in developing the Adaptive Power Management Platform as a solution.

Allowing for a return on investment measured in months rather than years.

Volta’s Adaptive Power Management Platform dynamically controls the flow of electrical power in commercial and industrial appliances, enhancing efficiency and significantly reducing power consumption.

Product Management // BRAND STRATEGY // PRODUCT NAMING The first step to establish a strong brand was by conducting We named out electric motorbike ‘Tr3’, which literally a SWOT Analysis of the brand, Fontana Motors, after which translates into three in Italian. The concept of three arises we shall probe further into capitalizing upon the strengths from the different components that define a riding experience, and addressing the weaknesses. The main framework is to both physical and mental. Firstly, the bike, secondly the rider, establish a brand with a different approach to relate to our the third dimension we add to the experience is the value, consumer. We did this by reasoning out your individuality, your emotional connection WHAT at three different levels. Starting with our to the bike. Hence, we also came up with Mobility core values, our philosophy, our purpose, the brandline, ride your lifestyle, which we HOW then reasoning our innovative approach, strongly believe is what out consumers shall Innovation competitive edge and lastly the tangile experience.

WHY mobility solution that we have to offer Lifestyle through our product. // ADDRESSING THE NEEDS ‘CUSTOMIZATION’ After defining the value proposition of our // LIFESTYLE product and aligning the shared values of the Most brands connect to their audience brand and the consumers, we anticipated by placing the consumer into the external the needs of our personas and addressed environment, thereby prividing a riding their needs through in-depth research on experience and creating a community of riders. We decided to appropriate materials, finishes and ergonomics for the final integrate the bike into the social lifestyle of our consumers in design solution. Hence, the final design deliverables shall various forms such as furniture, accessories. So, this not only include a range of accessories and merchandise, which would engages our users while riding the bike, but also during social give our consumers the leverage to customize the motorbike interactions inside the consumer comfort zone. We aligned to their personal taste and style. the core values of the personas with those of the brand. This creates a common ground for emotional connection, which is // DESIGN STRATEGY the most valued asset any brand can create. This connection The proposed design language shall be very bold visual appeal sustains the commercial viability of the business cycle by with a whole range of storage solutions and providing a variety establishing strong brand loyalty. of finishes of the same material. In this case, we shall strongly emphasize on aluminum. We shall keep the bike simple in // INNOVATION terms of form, but sophisticated in terms of functionality.

During the design innovation phase of the motorbike we shall capitalize upon the innovative process of Altreforme, who are one of the pioneers in manufacturing premium aluminum furniture, household lighting and accessories. The versitality of Altreforme’s process is what will offer the value of differentiation to our consumers thorough out proposed design solution.

PROJECT: Distributed Product Management CLIENT: Fontana Motors

Ride your lifestyle

PROJECT: Distributed Product Management CLIENT: Fontana Motors

Product Management // STRATEGIC PARTNERS CLOUDING To retain the ‘Made in Italy’ value offer, we focussed our choice of resources and component distributors within Italy and outsourcing to outside of Italy only if required due to strategic decisions. // PROMOTIONAL STRATEGY The promotional strategy involves special event, which exhibits the product exclusively. Unlike a typical launch event, this event will be more participatory in terms of showcasing the product design, build and experience process. The visitors will have three different entrance points, in which each space will be designed based on showcasing a particular value of the product. This value will vary based on three aspects; Colours, materials and finish. These three aspect will also translate into specific lifestyle, thereby enticing the audience to know more about the product, to understand the value of the product. // SALES STRATEGY There would be three specific channels of distribution. First the internet, secondly a dedicated website in which the users can log-in, create a profile and design, the bike suited to their needs and style. They can simulate what the actual bike will look like and also place orders online, make an appointment for a test ride etc.

Lastly, we would collaborate with Stylmartin, an Italian manufacturer of premium riding accessories to setup a lifestyle store, which not only would be an ideal platform to sell the product and accessories by Stylmartin, but also to provide more detailed insights about the lifestyle we are trying to define and the values that are attached to the product.

THE VISITORS ARE ENGAGED IN A UNIQUE PRODUCT EXPERIENCE, WHICH ARE STRONGLY INDIVIDUALIZED, RICH IN PERSONALITY AND DESIGN, FRAMEWORKS AND COMPONENTS OF LIFE MODEL CROSSING IN A FASCINATING WAY, SPACE, TIME AND COMFORT. - Italian design manifesto

Made in Italy Customization materials Side panniers

Secondly, we would have an On-site customization, this innovative service design involves, a design consultant from the company visiting the customer at his home/office. . This wold also would be a very consumer focussed approach, where the consumer has access to On-demand customization and build of the actual product. This onsite service would be the intermediator from the innovative product to the experience of customization itself.

Jackets

• DAINESE

• GIVI

Gloves

• DAINESE BREMBO

Sports bag

Fontana Motors

• GIVI

Helmets

• TOD’S Bags Seat

• GRANUCCI

Boots

• STYLMARTIN

• TOD’S

• Leather

I

am a business designer with a rich international background and a wide spectrum of design experience.

I was born and bought up in Tanzania, East Africa. My educational background encompasses a Master in Business Design degree from Domus Academy, Italy, a Bachelor of Arts degree in Visual Communication, Australia, an Advanced Diploma in Visual Arts from Cambrian College, Canada, and secondary schooling in Africa and India. During my studies, I was nominated for the Cub Designer of the Year 2005 award by the Commercial Art Guild of India and also won the Singapore Packaging Agreement 2007 tagline contest.

I have taught and conducted weekly lectures at Diploma and Degree levels and mentored numerous interdisciplinary design projects. I have worked with brand name clients on various print and digital media projects targeting a wide range of audiences. In these projects, in addition to my responsibilities as a designer, I also assumed leadership roles in ensuring timeliness and quality of deliverables to clients. These clients include Fusionopolis, Domicil, Red Pill solutions, Ion Exchange, makemytrip.com and Cipla among others.

In particular, I am passionate about strategic brand management, design thinking and advertising communication.

My design philosophy is inspired by an unlikely duo of icons: Gandhi and Google. They both embody high concepts in simple communications.

Apart from my professional interests, I am an avid sportsman.

Sports help me constantly innovate and improvise both on and off the field. I play floorball, table tennis, squash, scuba dive, and actively participate in marathon races. I am also a certified Black Belt degree karate instructor from the Academy of Indian Martial Arts, Occupational First Aider, experimental cook and an enthusiastic Latin dancer. I enjoy travelling and experiencing new cuisines and cultures.

Mohamed Rizwan

PHONE: (+255) 7696-4292-8 EMAIL: rizlee@gmail.com SKYPE: mrrizlee