SERVICE APP CONCEPT Vincenzo Bisceglia Giulia Galassi Sami Laajili
01
Let’s begin
THE PROBLEM Via Canonica is a street in Milan which suffers from being stuck between two strongly connotated areas: Sempione and Chinatown.
It’s part of a residential district where there’s a strong local identity. Unluckily, this identity isn’t showed outside, so the street might just like every street in town.
BUT BEFORE GOING ON, WHO ARE WE TALKING TO?
02
The clients
THE HANDWORKERS Via Canonica is characterized for its artisanal productions and values. Local workers often organize workshops in their shops. Unfortunately, they feel as a threat being close to the Chinese shops, which offer cheaper products.
It’s important to make the artisanal production more valuable and to help it surviving the business competition.
A NEW COSTUMER Every year, Milan fills up with incoming young students and workers and handmade is becoming a trend, being statement of a genuine and quality product. Why not combining these two elements?
THE NEW COSTUMER 18>40 years old; living in Milan; not necessarily studying/working as a creative
03
Canonica assets
Understanding the assets is fundamental, as Via Canonica has many resources that could be used; the point is finding out which ones are more suitable.
RELATIONSHIP There’s already a strong relationship in the district between the inhabitants and the local artisans. This close connection could be used to attract other people in Via Canonica.
HANDICRAFT PROD. Via Canonica has many workshops in its street. They differ one from each other for their individual stories and products, but they all share the same values and attitude.
WHAT ELEMENTS DERIVE FROM THESE ASSETS?
relationships
>
user-generated contents social, hashtags, photos, geotag, blog posts ...
handicraft production
>
more than selling workshops, happenings, exhibitions, talks,...
04
What you need
RE-CAPPING The artisan in Via Canonica need to get out of anonymity by attracting young people through their handicraft and relationships.
Considering all, a mobile app seemed to be the most fitting solution.
FUNCTIONALITIES The main tasks to be carried out by the app are defined by Via Canonica identified assets: • to be a collector of user-generated contents (related to Via Canonica) • to make more visible artisanal workshop events
There are also secondary functions to fulfill, as:
• • • •
via Canonica map list of local shops social sharing option favoriting option
USE SCENARIOS Canonica app can be downlaod and used in different occasions and with different aim. But most of all, the scenarios differs if the user is the artisan or the final costumer.
On the artisan side, he might use it when: • he has an event based in his shop that he wants to share with the community • he doesn't feel like his shop has enough visibility
On the final costumer side, he might use it when: • he's looking for some events regarding the artisanal field • keeping up with his favorite shop's activities • he wants to know more about the place where he's in (in that moment)
STAKEHOLDER In the end, who would benefits from the development of Canonica Arts & Crafts Collective app, which will give more visibility to the street and potentially bring more people in via Canonica?
05
How it's made
APP STRUCTURE The app is made of a number of pages, such as:
• • • • • • •
home (wall&events) search log in about bottega (shops list) favorites map
GRAPHIC ELEMENTS The stylistic choices reflect the mood identified by the logotype. The palette colors have been picked from typical hues of the streets, like gray and crimson red.
R R G G B
246 145
R R G G B
145 246
R R G G B B
44 44
246 34 246 48
35 246 246 49
44 44 44 44
wall
events
favorites
05
Communicating
DESIGNING A SYSTEM The app can't live by itself: to produce a successful product, it has to be placed into a system designed to enhance its visibility.
A total communication on the internet is one of the best solutions, considering who the final costumer is. Plus, each generation is more and more digital as time passes by.
social network communication
(facebook)
Thank you