SPD
39 grados 13 grados 27 grados
Strategic Product Design My slow evolution into strategic design Sergio Luis G贸mez Serrano
3 grados 7 grados
4 grados
15.2 cm 41.5 cm 1.8 cm 11.5 cm
d
Occupie
Sergio Luis Gómez Serrano
I am passionate about developing new business opportunities and strategies in order to allow companies to develop meaningful innovation.
Date of birth: 20/08/85 Place of birth: Bucaramanga, Santander, Colombia Nationality: Italian, Colombia Cell phone: +31 (0)62 950 7277 E-mail: sergioluis1999@gmail.com
I am interest in the design and development of user research, and how can these extract people's needs.
I want to get surprised and be challenged.
I am interested on how can products and services blend in order to create differentiation in competitive markets.
I believe that design is shifting into a much more service oriented approach.
I believe that design in a multidisciplinary activity.
Everywhere, the first question I always get is... What is exactly a Strategic Product Designer (SPDer)?
Yes
If
1 │ Introduction
Products are created every day, for example: chairs. There are then people who design the chairs, and there are people that envision that this new chair must be designed, why it must be designed, what makes these chair different than any other; and what opportunity these chair brings to the company. I am the one who decides what needs to be designed.
No
Yes
If
No
I believe in crazy ideas, and that nothing is impossible.
Lets get a beer
A Strategic Product Designer is the one who has the ability to dig and research into a specific context and identify which innovation opportunities do clients may have. This can be reflected into Products, Services, business models, and even marketing strategies. Strategic product designers works in an ecosystem of innovation and opportunities for the future, making a connection between products, services, strategy, brand, and user research. We construct the big pictures of Innovation.
I believe that you must have fun with what you do.
I am interested in the intangible meaning of products and services and the connection this have with people.
I believe that people is the center focus of design, and therefore user must take part into the development process
Content
3
Strategic Proposition for service design development
22
Mechanical tool to facilitate the maladjustment of tire’s nuts from cars.
Increasing people’s performance in high performance buildings 7
Season the day!
23
Soft drink’s production plants design Mayor scale processes design for soft drinks production
Bringing savoury solutions to people in extreme poverty conditions in Nigeria and Indonesia 25 11
Tire Changer
Transforming passengers into consumers
Packaging gadget for traveling Gadget to fix 2,5 Litters bottles to your backpack.
In-flight services 26
Don’t be afraid to be social Integration of rehabilitated psychosis people into society
17
Physiotherapy rehabilitation device 27
Conquering North America and Canada Semi-automatic classification system of empty bottle’s crates in pallets
28
Ergonomic study and redesign of working environment 21
SLIMI Intimate cleaning system for people with disability or absence of upper limbs
User behavior in bicycle’s traffic lights Defining behavior and emotions of people in their traffic light experience
Promotion Strategies and distribution channels 19
Fixer
The influence of color in sketches through the design process Color influence in lateral and vertical transformation of sketches
29
Future display LEGO contest Future technology to enhance user shopping experience
Msc Strategic Product Design BSc Industrial Design Work experience Related companies
2 │ Content
15
Strategic Proposition for service design development Increasing people’s performance in high performance buildings Strategy - Service Development - Business Model Creation Customer Research - Smart Sensors - High Performance Buildings
Client:
Priva is a world leader in developing of sustainable technologies for the control of indoor environments within horticulture and the built environment. http://www.priva.co.uk
Type of project: Master of Science in Strategic Product Design graduation project - 2013
Project description:
3 │ Strategic Proposition for service design development
In my graduation project I presented to PRIVA a strategic proposition for their future development of services within High performance buildings, giving a focus on how to increase people's performance. In order to achieve the final strategic roadmap, qualitative research with several types of users from different companies were conducted, and the user’s insights drove the new hardware and software development of smart sensors and systems for the future.
Strategic service potential
An exploratory contextmapping field research was made. Five different types of commercial buildings where addressed; which represented the most significant market segments of PRIVA.
Research Participants
Research Design
Contextmapping Process 10 Min
Which levels of integration are the most meaningful for people in their working environment?
1
How do people manage information?
COMMERCIAL OFFICES
2
Which Problems do people encounter in their working environment? Which stakeholders do to people interact with the most?
EDUCATION HEALTHCARE
20 Min
What is the intention of this interaction?
10 Min
3
?
Field Research
4 │ Strategic Proposition for service design development
How can the current information stream of PRIVA support people´s work?
The field research provided seven main user insights; from which the main insight was, that in most commercial buildings, installations are used to provide a service to customers, and, therefore, building automation solutions should serve the accomplishment of such activities. This became the backbone of this strategic proposition, in which PRIVA's new goal is:
TO SUPPORT AND FACILITATE OPERATIONS WITHIN COMMERCIAL BUILDINGS.
STRATEGIC PROPOSITION
Expanding Priva's Environment Moving Toward People
VALUE CREATION
STRATEGIC GOAL
FIRST CONTACT WITH BUILDING END USERS
OPTIMIZATION OF CURRENT BUILDING PERFORMANCE. SMOOTH TRANSITION TO SERVICE ORIENTED BUSINESS.
SMART SENSORS REQUIREMENTS
HIGH ENERGY EFFICIENCY
ENABLE FIRST CONTACT WITH OPERATIONAL WORKFORCE.
ed
5 │ Strategic Proposition for service design development
Occupi
INTEGRATE THE PHYSICAL ENVIRONMENT INTO PRIVA SYSTEMS. START PROVIDING SERVICE SOLUTIONS TO SUPPORT BUILDING END USERS.
Social environment
Assertiveness measurement Concentration measurement Emotion identification Distraction and disturbance recognition Vital signs Monitoring Physical movement recognition Individuals anonymous identification Anonymous Tracking Allocated Tracking
Inactivity, anger, disinterest, tiredness recognition Allocated tracking and bad behavior detection Crowd recognition Sound detection Allocation of people + Role integration Light level measurement Indor sunlight allocated detection Co2 levels, smell recognition Microbiological particles recognition Identify room, spaces and objects status
Behavior Allocated Tracking Task initiation and culmination identification
ENABLE BUILDING END USERS TO MANAGE THEIR SOCIAL ENVIRONMENT. ENABLE BUILDING ADAPTATION TO SOCIAL BEHAVIOR. ENABLE BUILDING BEHAVIOR ALARM SYSTEMS.
UNIQUE SELLING POINT AGAINST COMPETITION
Mood
lock / unlock, present / not present
Personal Physical Environment
Real time building information
PERSONAL CLIMATE CONTROL POSSIBILITIES
NEW REVENUE STREAM BY THE CREATION OF SERVICES BEHAVIOR DATA ACQUISITION FOR INSTALLATION OPTIMIZATION REAL TIME BUILDING UTILIZATION INFORMATION POSSIBILITIES CLIENTS AWARENESS AND DATA PROCESSING CAPABILITIES
MOOD STIMULATION AND BUILDING ADAPTATION PROVIDE PEOPLE PERFORMANCE INSTALLATIONS CAPABILITIES
Equipment dysfunction recognition. Identify is someone is busy and if something is being used
DIRECT PEOPLE PERFORMANCE INFLUENCE CAPABILITIES
Recognize room, spaces and object´s usage information,availability and location.
MOOD AND BEHAVIOR MANAGEMENT CAPABILITIES
DIRECTLY INFLUENCE OPERATIONAL ACTIVITIES. FACILITATE TEAMWORK ACTIVITIES. INCREASE ORGANIZATIONAL AWARENESS.
STAKEHOLDERS PRIVA PRIVA PARTNERS
STRATEGIC STEP
UNDERSTANDING AND OWNERSHIP OF THE RELATIONSHIP BETWEEN ENVIRONMENT
CLIMATE BY PEOPLE PHYSICAL ENVIRONMENT FOR PEOPLE
CUSTOMERS
SOCIAL ENVIRONMENT FOR PEOPLE
BUILDING END USERS
OPERATIONAL INTEGRATION FOR PEOPLE
BUILDING GLOBAL INTEGRATION FULL ORGANIZATIONAL AWARENESS HIGHER RATE OF SUCCESS ON MEETING AND PEER INTERACTION
TECHNOLOGY TRANSFORMATION INTO USER NEEDS
Mood
Biological Sensor
MCD MCD LM
BS BS BS
PIR
IC IC
Building Sensor
People Sensor
SMART SENSORS
NFC
NFC
COMMUNICATION TECHNIQUE
Cloud Data
MCD
Social environment
Assertiveness measurement Concentration measurement Emotion identification Distraction and disturbance recognition Vital signs Monitoring Physical movement recognition Individuals anonymous identification Anonymous Tracking Allocated Tracking
PS PS PS PS BS LM LM LM LM
Inactivity, anger, disinterest, tiredness recognition Allocated tracking and bad behaviour detection Crowd recognition Sound detection Allocation of people + Role integration Climate measurement Light level measurement Indoor sunlight allocated detection CO2 levels, smell recognition Microbiological particles recognition Identify room, spaces and objects status
Behavior
Rule-Based Actuator
Cameras
NFC LM
SMART ACTUATORS
Localization Measurement
Wireless Comunication
MCD MCD
LM IC
Allocated Tracking Task initiation and culmination identification
Real time building information
Gateway
SS ECD
NFC (near field communication)
ECD
PIR
VS SS SS
IC LM IC
ECD MCD
Equipment malfunction recognition. Identify if someone is busy and if something is being used
MCD
Recognize room, spaces and object´s usage information,availability and location.
NEW VALUE CHAIN PARTNERS
BUILDING OWNER
OPERATOR
FM
WORKFORCE
CUSTOMER
BUILDING END USERS BUILDING
NEW BUSINESS MODEL CREATION
lock / unlock, present / not present
BS NC SS SS LM CS LS LS BgS BS SS
PS LM
MCD
NC
IC
MCD
PS
ECD
IC BgS IC PIR
MCD
Personal Physical Environment STRATEGIC STEP
TECHNOLOGY IMPLEMENTATION
CLIMATE BY PEOPLE
PS BS LM IC VS SS CS
PHYSICAL ENVIRONMENT FOR PEOPLE SOCIAL ENVIRONMENT FOR PEOPLE OPERATIONAL INTEGRATION FOR PEOPLE
PEOPLE SENSOR BIOLOGICAL SENSOR LOCALIZATION MEASUREMENT LOW RESOLUTION INFRARED CAMERAS VIBRATION SENSOR SOUND SENSOR CLIMATE SENSOR
LS NC MCD ECD PIR NFC BgS
LIGHT SENSOR NORMAL CAMERAS MICROSOFT CLOUD DATA EQUIPMENT CLOUD DATA PASIVE INFRARED SENSOR NEAR FIELD COMMUNICATION BUILDING SENSOR
The final strategic proposition showed PRIVA how to do a smooth transition from being a B2B hardware and software development company, and enter into a B2C business; providing service solutions to all kinds of stakeholders. All of this without getting in conflict with their strategic partners and moving closer to people’s needs. 6 │ Strategic Proposition for service design development
Climate Sensor
Season the day!
Client:
Bringing savoury solutions to people in extreme poverty conditions in Nigeria and Indonesia. Packaging Innovation - Consumer Research - Value Creation - Marketing Strategy Business Model Creation - International Collaboration
Unilever is one of the largest consumer goods company in the world. Its business is divided into three main global divisions Foods, Home Care, and Personal Care. Currently has operations in over 150 countries with more than 140 brands.
http://www.unilever.com/
Type of project: Joint Master Project (JMP) Disruptive design innovation studio - 2012
Project description: Unilever approach my team (Jumpingmonkey) and I with a very simple but complex problem in Unilever’s savoury category, addressing developing countries such as Nigeria and Indonesia:
Come up with a creative concept on how a local (street) vendor could provide small portions of high quality seasoning (powder and/or granules) to lower-end customers in emerging markets in a beneficial way for both the consumer, the vendor, and Unilever. In order to do this project, a deep understanding of the Knorr brand and the user context was made. To achieve this, we conducted creative workshops with locals, developed personas and finally created a savoury journey describing the product lifecycle in the hands of all the stakeholders; how mothers interact with the brand and uncover the tension point in the whole journey.
7 │ Season the day!
KNORR BRAND
MOTHERS FUTURE CONTEXT
LOCAL CONTACT
Additionally, direct contact with experts took part inthe project. This direct contact allows us to coordinate and absorb knowledge from different types of departments, expertises and cultures. ViP
List of assumptions
Design Goal Ideation
CD CB CTI
CD
CB
CTI CMI
CD
CB
CTI CMI
CD
CB
CTI CMI
CMI
Within the company we conduct creative sessions, brainstorming sessions, and ideas evaluation sessions in order to provide a solution that could become globally implemented and maintain all interests aligned. CONTEXT DEFINITIONS SESSION
8 │ Season the day!
THE SAVOURY JOURNEY
EXPERTS SESSION
OTHER CREATIVE SESSION
The session with experts focused on prioritize requirements between departments, and how these are connected to customers, vendors and Unilever needs. Other sessions focused on ideation processes and evaluation.
9 │ Season the day!
IDEATION
SOLUTION INDONESIA
SOLUTION NIGERIA
The final result of this project is confidential and unfortunately it can’t be shared through a digital format. What I can share is that the outcome of this project provided two distinct packaging concepts that targeted two different market segments (Nigeria and Indonesia).These resulted in a reduction of packaging material, unique differentiation for competition and usability.
10 │ Season the day!
Adding to this, business models and a marketing strategy were develops in order to engage, more actively, all stakeholders with the Knorr Brand.
Transforming passengers into consumers
Clients:
Amsterdam Airport Schiphol is the main international airport of the Netherlands.
http://www.schiphol.nl/
KLM is the most important Dutch airline, having operation in more than 90 destinations worldwide.
In-flight services
http://www.klm.com/
User Journey Analysis - Service Development Field Research - Brand Driven Innovation
Type of project: Design strategy project - 2011
Project description: To arrive into a new airport can become one of the most stressful moments of any trip, therefore customer’s experience towards the airport and the airline can be affected ones a passenger finishes their flight and has to directly interact with the airport context.
11 │ Transforming passengers into consumers
Because of this KLM and Schiphol approach \my team (airXtreme) and I to analyze and develop an in-flight services strategy to improve their passengers/customers experience.
3 Feeling uncertain on how to communicate with strangers in the plane because Passengers are out of their comfort zone. Passengers are worried about being disturbed.
1 First impression of KLM. Stress levels are high when you enter the plane.
Passengers feel trapped in their seats.
Passengers feel responsible towards the planet and they feel guilty when they are throwing food away.
Passengers are not in the mood of interacting.
Passengers do not like feeling hungry. Passengers appreciate the value of sharing.
2 Passengers’ well-being is influenced by the environment and unexpected moments.
Finding Seat
TIMELINE
4
Some passengers enjoy reading (being informed) and creatively spend their time while eating.
Before Meal Taking Off
1st Meal
An in-depht research on the passenger’s journey was made, combining the different experiences between the team members, and by conducting semi-formal interview to different types of users, targeted by the schiphol and
Goal: - Gain insight in the ight experience. - Identify what is important for them during this journey. 6 Passengers want to feel they made the right choice by choosing KLM.
8 The more you know, the less stressed you feel.
Passengers want value for money.
Passengers like to receive special treatment, living exciting experiences and being surprised.
The more you know, the more eager you get.
7 Passengers appreciate creative ways of receiving information.
People appreciate changes in their emotional routines.
After Meal
Passengers want to feel at ease and familiar with their environment.
9
Passengers want to spend their time wisely.
Passengers want to feel welcomed in Holland.
Passengers like feeling / treated as guests.
Passengers want to have a good time.
Preparing for Landing Flight Gap
Leaving Schiphol Airport Leaving the Plane
12 │ Transforming passengers into consumers
5
Passengers want to feel comfortable, fresh and rested upon their arrival.
A new vision for the project was created and four domains were extracted form the field research, which allow the development of this strategic proposition.
There is a need for creating a
relaxing atmosphere during the flight, by reducing negative moments.
User domains
Prepare passengers to be triggered in a surprising and playful way toward
Schiphol and KLM services.
Give passengers the feeling of being take care of
Pampering Solidarity
Make passengers feel comfortable during the flight
Relaxing
Improve the atmosphere in the plane.
Comunication
By the co-creation of Schiphol Airport and KLM Airlines, passengers will be offered
OUR VISION
prepare and inform passengers about their desired services.
a memorable experience. Unique treatment and the feeling that they are “being taken care of” during the flight, are key factors to make passengers choose
KLM and Schiphol.
13 │ Transforming passengers into consumers
This allow a soft transition from KLM to Schiphol, transforming passengers from KLM into consumers for Schiphol. Finally we mapped these user needs, and how to address them in the long run and provide value to KLM and Schiphol.
Finding Seat
TIMELINE
HOW
Before Meal Taking Off
Let Passengers forgot about the stress they have gone though and feel welcomed by KLM.
Making Passengers aware of what is next to come. Provide structure in the plane. Break the ice!
1st Meal
Changing the communication tools. Making Passengers feel relaxed and being in control.
Passengers are satisfied with their meal and feel good about sharing. Brand image boost/package and informative design.
BENEFITS KLM
3
2 Good first Impression of KLM
KLM builds trust by providing transparency. Reduction of Complainsts.
5
4 KLM is known for its services and its innovative communication tool.
Customers are satisfied with their meal.
4
Schiphol
1
Brand awareness.
Business partnership opportunity (Schiphol’s Brand, etc).
5 Opportunity to make passengers aware of Schiphol’s services, shop and restaurants.
Incentivize purchases at Schiphol’s services.
8 Passengers will manage their time at Schiphol wisely and use its services. Increased revenues.
Preparing for Landing Flight Gap
Passengers are pampered and assisted to feel fresh.
9 People value their flight experience and look forward to fly again with KLM.
Provide the Dutch experience.
7
6 Passengers will be curious about Schiphol’s services, looking forward to spend some time and money there.
8 Passengers have lower stress levels.
7
6
4
3
2
After Meal
Passengers are engaged in surprising activities with benefits.
Provide value for money
Brand image is enhanced by showing social responsibility.
KLM & Schiphol
7
6 Differentiation from other airlines: be exclusive!
9 Good first impression of Schiphol Airport (brand experience)
Passengers enjoy their arrival in Holland and may consider visiting it again, using Schiphol Airport as their destination or hub airport.
Leaving Schiphol Airport Leaving the Plane
Make passengers feel special when flying with KLM. Create excitement among passengers toward Schiphol’s services.
Branding Schiphol Airport. Passengers are looking forward to their arrival at Schiphol. Prepaeing Passengers to become Consumers.
Passengers leave Schiphol Airport with a smile, having had a memorable experience.
14 │ Transforming passengers into consumers
1
Don’t be afraid to be social Integration of rehabilitated psychosis people into society ViP - Product / Service System - Healthcare Design
Clients:
Parnassia is a mental institution specialized in treating patients with psychosis and schizophrenia. http://www.schiphol.nl/
Type of project: Vision in Product Design methodology 2011
Project description: People who suffer from psychosis face numerous challenges in their everyday life, such as delusions, depression, anxiety, etc. Furthermore, when they recover and become ready to reintegrate to the society, they must face the stigma carried by people around them. This makes them to detach from any trace of their previous life. They don't want to be related in any way with psychosis, and they have a deep desire to not contact any other person who shares their condition and just become part of the society. Because of this, and following the ViP methodology, I develop the following statement as the starting point of my design assignment for Parnassia: It felt good to help someone today...
15 │ Don’t be afraid to be social
ViP STATEMENT
I want to enable psychotic patients to get closer to society by letting them face the fears which the society can represent.
Concept explanation: The bracelet works as a social bridge between people in the society, including recovered psychotic patients. The tool gives the opportunity to people to change their routines by receiving suggestions of small acts of kindness and tasks, to break the pattern of their daily lives. On the other hand, the same bracelet will be used by recovered patients to help them to reintegrate to society. Be Social
Re-integreation program
Society Take a different path to reach home Why not?
But what this means for the society? People will buy this bracelet to help PARNASSIA as part of a charity campaign. These bracelets will spread everywhere, and patients will blend in society, becoming part of a social game which will give everyone an opportunity to be social.
16 │ Don’t be afraid to be social
Hug a person which you have never hugged before
Conquering North America and Canada
Client:
Easywalker is a baby strollers company based in The Netherlands, which has being awarded several times by the Red Dot awards. http://www.easywalker.nl/
Promotion strategies and distribution channels
Type of project: New product commercialization project
Market analysis - brand driven campaign service development - marketing strategy
2012
Project description: Easywalker approach me and my team and provide them a marketing strategy advice for them to enter to the North American and Canadian market with their latest product JUNE. Because of this they wanted us to develop in-depth market research, define new distribution channels and a promotion strategy campaign. Bellow you will find a general overview of all of the stages that took place on this project, and a glance of the final outcome.
17 │ Conquering North America and Canada
MARKET OVERVIEW
Targeted customer size
Market size
COMPETITOR ANALYSIS
TRENDS AND DEVELOP
SWOT ANALYSIS
STRATEGIC VISION
STOP @ NOTHING KEEP ENJOYING
APP DEVELOPMENT
PROMOTION
RETAIL DESIGN
ONLINE
This marketing strategy aims to approach the new markets holistically in three main steps, taking into consideration: physical, retail, social media, events and overall branding; assure brand awareness and eventually give easywalker the market share it deserves.
18 │ Conquering North America and Canada
PLACE
Semi-automatic classification system of empty bottle’s crates in pallets Ergonomic study and redesign of working environment
Clients:
Postobon S.A. is the leading soft drink company in Colombia. They manage more than 18 brands, including Pepsi and 7Up. http://www.postobon.com/
Type of project: Bsc Industrial design graduation project Internship - 2009
Ergonomic Research - Production Process Design - Healthcare Design
19 │ Semi-automatic classifications system of empty bottles’s crates in pallets
Project description: Postobon manage and produce 18 different brands of soda drinks, which are contained into 8 different bottle formats and at least 3 different volume’s presentation. Furthermore, all of these bottles are made in glass which is constantly recirculating. This means that the bottles are re-used until these break or become too old to reuse.
Classifications process overview
IN OUT
<200 pallets per day
45 crates per pallet
In the production plant located in Bello (Antioquia, Colombia), logistics involve the gather and classification of bottle crates before these can re-enter the production line manually each day.
9 workers per day <9100 crates per day
Weight: 8-12 kg
8 formats Workers don’t last more than 6 months
Because of this, two ergonomic research methods (NIOSH and OWAS) were held. The results showed that the working conditions where inadequate and left on imminent danger to workers on their Lumbar area, and therefore this process needed to be redesign.
Working conditions
The new classification system reduces the risk of lesion of workers, while at the same time allows the process to be incorporated with production lines. This brings several benefits to the company such as:
8 workspaces
Number of workers reduction Reduce accident levels In-line production system Workspace reduction
Concept solution Control board Worker 2 - Grouper
Crate elevator Crate deviator Elevator structure Conveyor belt Motor Crate row releaser Crate sensor Classified boxes Movable platform Platform
Worker 1 - Classifier
Stop and go for classification
20 │ Semi-automatic classifications system of empty bottles’s crates in pallets
Worker 3 - Grouper
SLIMI Slimi
Intimate cleaning system for people with disability or absence of upper limbs
Type of project: Bsc Industrial Healthcare Design 2008
Ergonomic Research - Production Development - Healthcare Design Prototyping - User testing
Project description: SLIMI is a sanitary tool designed to allow the cleaning process of the perineum area of disable people from upper limbs. This project was develop in combination with students from the Industrial Design and Electronic engineering faculties; combining ergonomic research and automation systems, allowing the developing of a functional prototype.
Mechanical function
39 grados 13 grados 27 grados
Ergonomic Research
Projected cleaning system Air system
3 grados 7 grados
4 grados
15.2 cm 41.5 cm 1.8 cm 11.5 cm
21 â&#x201D;&#x201A; SLIMI
Prototyping
Control device Water system
The cleaning process is controlled by a set of sensors and a wired controller. These allow people to fully clean themselves without requiring their hands giving autonomy to disable people.
Tire Changer Mechanical tool to facilitate the maladjustment of tire’s nuts from cars.
Tire Changer Type of project: Bsc Industrial
Ergonomic Research - Production Development
Product development process 2007
Project description: Tire Changer is a product aimed to facilitate the maladjustment of tires’ nuts from cars. This particular product is targeted mainly toward women whom have limited physical strength, which may or may not get in the way of the task completion. The tool consist in 4 adjustable parts, which may be assembled in 2 different ways, allowing users to perform the task while standing (duplicating the torque) or sitting in the ground (as traditionally used).
Velcro grip
Tire Changer
Packaging Design
Product
Tire Changer
22 │ Tire Changer
Instructions guide
Soft drink’s production plants design
Clients:
Mayor scale processes design for soft drinks production
Postobon S.A. is the leading soft drink company in Colombia. They manage more than 18 brands, including Pepsi and 7Up. http://www.postobon.com
Job position: Control Engineer
Big scale 3d modeling - process design - Quality design
2009-2011
Project description: Three production plants were developed by an interdisciplinary team of engineers, architects and designers within the Postobon S.A. Company in Colombia. My main task in the project was to bridge the different departments within the company, such as the Quality, Engineering and the Technical department by unifying and combining interests.
Diesel System
23 │ Soft drink’s production plants design
(as-built design)
3D Modeling (refrigeration system)
Process Design (CIP system)
Pipe rack design Process Detail (Condensed vapor system)
Architectonic blend (Productions plants in Piedecuesta, Bello and Malambo)
24 │ Soft drink’s production plants design
Process design, including allocation of equipment, services’ distribution, tubing and rack designdevelopment (in 3D for services interferences verification and plane fabrication) and product & instrumental diagrams.
Packaging gadget for traveling Gadget to fix 2,5 Litters bottles to your backpack. Packaging design - promotion strategy
Client:
Postobon S.A. is the leading soft drink company in Colombia. They manage more than 18 brands, including Pepsi and 7Up. http://www.postobon.com/
Type of project: Bsc Industrial Packaging design 2009
Project description: This was a packaging proposal for Postobon S.A. which gives a solution to the common problem of transporting 2,5 Litter PVC bottles from one place to another. This proposal allows the transportation of these bottles without using your hands or the space in a conventional bag back. This was planned as a promotional hook given by the company to customers, working as advertisement of the company and promoting the slogan “Postobon makes your life easier”.
25 │ Packaging gadget for traveling
Instructions guide
Postobón te
Traveling gadget
fac ilita
la vida
Fixer Physiotherapy rehabilitation device Healthcare design - production development - prototyping
Type of project: Bsc Industrial Tools Design 2006
Project description: Fixer is a technical device created to facilitate the rehabilitation and strengthens of the foot neck. Physiotherapists in Colombia lack of instruments to allow patients to work by themselves, requiring a constant assistance from the therapist. This device facilitates the strengthening of an injured foot neck by giving resistance to the 4 basic movements of the foot without the therapistâ&#x20AC;&#x2122;s assistance.
Eversion
Plantarflexion
Inversion
26 â&#x201D;&#x201A; Fixer
Dorsiflexion
User behavior in bicycles’ traffic lights
Type of project: Consumer research for new product
Defining behavior and emotions of people in their traffic light experience
development - 2011
Qualitative research - observation technique - user behavior and emotions
Project description: On this user behavior research some colleges and I chose to analyse the interaction between traffic lights and cyclists in order to understand which type of emotional do people experience during this everyday activity and therefore identify design opportunities to improve such environment. Over 6 hours of hidden video recording (to guaranty behavior normality) of the traffic light experience was recorded and analyzed; then clustered into an emotion diagram, making a connection with people’s behavior in relation with time.
Video positioning
LIGHT TURNS GREEN
FEELING LEVEL
27 │ User behavior in bicycles’ traffic lights
NEUTRAL
INTERACTIO N CHANGE
TRUST
FRUSTRATION
INTERACTIO N BETWEEN STRANGER
TRAFFIC RESPECT OF
Clusters
Non conditional behavior
NG
I CK
E
T GH
CH
LI
DON’T CHECKING THE SYSTEM
Conditional to time: If time increase, the feelings increase.
(Don’t puch the button)
Conditional to time and people-people interaction: If time increase and the interaction decrease, then frustration apears and increase.
INCREASE IMPATIENCE (More than 40 seconds)
SOCIAL
WAITING TIME
TIME
FEEDBACK (problems with the reponse of traffic lights)
NO TRAFFIC (Why waiting?)
LOOSNESS
Checking the light behaviour
ELDERLY CHECKING THEIR STUFF
BAD LIGHT VISIBILITY
POLE AS
(Checking their belongings
Mood and behavior
OPORTUNITY
FREQUENCY
INSECURITY
FRUSTRATIO
The influence of color in sketches through the design process Color influence in lateral and vertical transformation of sketches
Type of project: Bsc Industrial Packaging design 2009
Design Research - Brainstorming Session - Sketch Analysis
Project description:
In order to test our hypotheses, Evangelia Dougali and I design and conducted an experiment with Design Master students from the TU Delft. The experiment consisted on measuring our hypothesis in a team based design assignment. The results suggested that there are differences between team sketching using color and those that are sketching using only black color.
Session
Experiment task
Collect sketch (Raw data)
28 │ The influence of color in sketches through the design process
Sketching and its differences among design practices and roles in the design process is widely investigated, but no focus has being given on how color enters into the equation. The hypothesis were that color sketches demand less amount of pictoric features and written descriptions and provide more lateral, instead of vertical transformations during the design process, suggesting that color obtain much more information that regular black and white sketches and therefore speeding the cocreation process in teams.
Future display LEGO contest Future technology to enhance user shopping experience Concept Development - User Experience - Gaming Experience Service Design - Interaction Design
Clients:
LEGO is the most famous construction toys manufactured in the world. The Lego Group is based in Billund, Denmark. http://www.lego.com/
Type of project: LEGO contest - 2013
Project description: This LEGO Contest aimed to visualize the future of the shopping experience for kids and their parents. This means that we needed to envision how new technologies could enhance this experience and allow LEGO to provide a much fun and enriched experience to all stakeholders. In the same, to provide a fun and exciting experience to trigger kids to interact with LEGO. Finally, we had to help to identify an accurate purchase. This is what a group of colleges and I presented:
29â&#x201D;&#x201A; Future display LEGO contest
Gesture based display box
The box is linked to a gesture based controller (Kinect) allowing the child to play with the content of the box from the outside. The inside of the box can be controlled by magnetic ďŹ elds. Competitions can be held, in which missions must be completed in a certain time frame.
Projection mapping InďŹ nite projection of products and game sets can allow kids to visualize what they want. A set of pins move up and own to adjust to the needed heights for a set to be projected on them.
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Shopping Journey
2 Strategic overview to expand the LEGO experience to the entire store environment. With this we can provide support to parents and engage kids to have fun with LEGO.
1 In Store
5 7 8 Out Store
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30 â&#x201D;&#x201A; Future display LEGO contest
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Sergio Luis G贸mez Serrano sergioluis1999@gmail.com tel: +31 (0)62 950 7277