Angelica Fontana_selection of work

FONTANA ANGELICA SELECTION OF WORK

HELLO I am Angelica Fontana.

I earned my Master’s Degree in Product Service System Design at Politecnico di Milano with a thesis focused on the social behaviour in the safety food consumption and a research carried in Shanghai.

I am interested on designing choice architecture. I research to understand the context in which people make decisions, to influence their behaviour and drive their choices towards a better living. I strongly believe in the responsibility professionals have to understand the social need and to deliver solutions for people starting from experiences.

Moreover we need ideas and strategies to better use what all the resources we already have. So that, during the last three years I have been researching a lot on new relations people-people and people-objects, moving from the physical to the media interactions and market communications.

Refuel Yourself i Angelica Fontana

REFUEL YOURSELF Kolding, Denmark 2012 Nudging Design Camp

for more information about the project: website cargocollective.com/angelicafontana/refuel yourself slideshare slideshare.com/angelicafontana/nudge it forward video low fidelity prototype vimeo.com/m/84425276 video stop motion vimeo.com/m/53571779 nudging inudgeyou.com

Designing possible bahavioural change in collaboration with Sophie Abboud (USA) Melle Zijlstra (ND) and Nina Wasland (DK)

Last October 2012, I had the chance to spend three inspiring weeks at Kolding Design Scholen.

There I attended the International Design Camp. This experience represents a development platform for creating design concepts for partner companies and new knowledge for the design profession based on Nudging people towards a better change.

Presented with 24 cases by the collaborating partners of the Camp, 15 groups of students selected one case each that they wanted to work with based on the overall topics of Nutrition and Public Health, City, Society and Architecture, Education and Play.

ACHIVEMENTS New knowledge Design concepts New forms of collaboration

TIME 2 days lectures 11 days project 1 day exhibition

PERSONAL RESPONSIBILITIES Shadowing and interviewing Statoil customers Low Fidelity Prototype video: production and post-production Final Prototype stop motion video: photography, editing

Refuel Yourself i Angelica Fontana

discovering the context In a team of 4, we were working with EasyFood, a company which produces healthy fast food.

EasyFood came to the Design Camp wanting to uncover a paradoxical behaviour among consumers Despite the fact that most people have the intention of leading a healthy life, few actually do. Infact consumers seem to buy healthy, however they do not follow that intention. Instead they act with the automatic thinking.

Our goal was to nudge them in the right direction.

How might we make people re-fuel themselves like they re-fuel their cars?

defining the scenario We started our research on framing the targeted behavior, considering the context where they easly satisfy their hunger with unhealthy food. We came out investigating petrol stations. Often, people already know what they want to buy when they arrive at the petrol station.

Even if a healthier alternative is available, people still tend to buy the unhealthy product. The challenge was to change the behaviour of consumers before they enter the shop. We drove an intensive field research at a Statoil gas station, recording customers habits and interviewing some of them.

We met “Søren” and his best friend, ”the truck”, and we discovered that the best way to change Søren’s behaviour towards a healthier way of living would have been to make him associate the selection of foods with something powerful and manly – just like himself.

designing the solution Not changing the appearance of traditional petrol station food and rethinking the ingredients in making them healthier, can unconsciously lead to healthier purchases.

The project involves a new EasyFood product line called “Re-fuel Food” complimented by a proper advertise campaign.

TatĂ i Angelica Fontana

TATA'

for more information about the project:

QUICK HELP AMONG NEIGHTBOURS

video customer journey vimeo.com/m/35875562

Politecnico di Milano, Milan 2011 MSc PSSD Final Syntesis Studio

Services for cities, participating, co-creating and networking in collaboration with Roberta Campione (IT) Viola De Marzi (IT) Rui Xia (CN) Ida Telelbasic (BIH)

´ ta

ta During the second year of my Master course in Product Service System Design, I attended the Final Syntesis Studio.

Within the collaboration of "Human Cities" we had to design a service system for citizens, aimed to develop new services in urban context, as spin up for new activities around Milan and its districts.

ACHIVEMENTS In deep field research 100 Design concepts Video storytelling

TIME 3 months research process: 1 week workshop: ideation 1 week workshop: implementation 1 week workshop: realization

PERSONAL RESPONSIBILITIES Team field research, shadowing, interviewing Prototype stop motion video: production and post-production

TatĂ i Angelica Fontana

discovering the context Devided in teams we had been asked to drive a field research in a given area of Milan. With my groupmates we were working on the Sempione area.

We devided our research into three categories: places (including shops, working places, houses, historical and turistic spots), people (both habitats and workers) and facilities (services, transportations).

We drove interviews to both italians and foreigners, to understand their relations and their feelings on working and living in the area.

defining the scenario Milan is a great city, full of facilities and connections, as well as frenecit lives.

However the reality of the neightbourhood is more and more lacking in human touch because people don’t know each others and more they have neither confidence nor trust!

In the city fabric, families are used to running and being crazy in solving everyday problems.

In case of emergency, they are lost on their own and they find theirself without support. Therefore they get really in trouble when they have to face emergency situations with their children. Imagine to wake up in the morning in late, you have to go to work and you find out your 3 years old baby is sick. You live far from your parents and your babysitter is not reachable.

What if you could have an instant Tata to support you?

TatĂ i Angelica Fontana

How might we enhancing a neithgbourhood community for emergency support?

designing the solution TatĂ is a service implemented in a the community and it offers instant help for families that need a babysitting in emergency situations. They are provided with service packages besed on the time needed. They can easly ask for the service and immediately have the support from the helper in the neighbourhood.

The trustiness is one of the most important issue.

The system works on the interaction and human contact among people. Meglio Milano, one of the partners, is an important no profit organization and ensures the trust of the system, being present at the meetings of the community members.

delivering the system The system touchpoints represents the engine of the service. They have been designed to ensure its trustness and affidability. _how to know about the service: Poster and Postcards (offline), Website and App (online) _how to ensure trustness: Meetings (offline), Feedbacks (online), Partner (MeglioMilano) _how to create engagement after the service: Survival kit with the membership card (offline), Credits on services (online)

We Harvest i Angelica Fontana

WE HARVEST

a nudge to influence consumers’ behavior and choices to purchase design harvest products Milan, Shanghai 2012-2013 Politecnico di Milano, Tongji University Politong, Double Degree Thesis

Strategic design for Design Harvest.

Designing the services products, communications and interaction to enable the rural-urban exchanges. research developed in collaboration with Studio Tektao, Urban Design Consulting Shanghai (China)

It was February 2012, when I arrived in Shanghai. I had the chance to optain a scholarship to attend the Politong Double Degree progam and spending among one and half year in China.

In September, I started my internship at Tektao Urban Consulting, the company who was leading a project called Design Harvest, in Chongming Island, connecting the rural with the urban context.

After spending some times in the Island, living with locals and gaining a deep immersion in people’s lifestyle, I decided to develop my research thesis starting from Design Harvest project.

ACHIVEMENTS Qualitative research Behaviour research Framing and filtering Time scheduling Deadline management Cultural exchange

TIME 7 months research in China 2 months co-designing and testing 2 months framing 1 month delivery

for more information about the project: website cargocollective.com/angelicafontana (#Chongming) thesis book issuu.com/fontana.angelica thesis defence presentation issuu.com/fontana.angelica research videos vimeo.com/m/68061713 vimeo.com/m/71840234 vimeo.com/m/79306912

This thesis wants to prove that a service or a product can find its place in the market, involving directly the consumer in the communication and marketing process though a strategy based on “as much as you share as much as you profit”

We Harvest i Angelica Fontana

discovering the context Design Harvest project has been driving in Chongming Island (1 hour drive from Shanghai) since 2009, with the aim to address the problem of leftover coutryside fields, quite common all over China.

Infact, though the time, young people have been moving to the city center, trying to find better lifestyle and working possibilities.

From 2009 to 2012, the research team have been running workshops, activities in Xianqiao Village, involving both people from the rural and the urban area. While I was working there I helped on the restoration of a house where citizens could rent

rooms or come to have a mealwhile discovering the Village.

Moreover the company had started to create some marketplaces in Shanghai, trying to sell products from the Island, which are neither certified organic, nor unhealthy.

Are defined real food.

Infact, one of the biggest problem Shanghai is facing, is about the safety food production. _fast food and the westernalization of the food trends are destroying the chinese traditional meal (globesity epidemic) _the unhealthy food production takes place in the agriculture, where there is chemicals, pesticides are overused (exploding watermelon)

defining the scenario Design Harvest was facing the problem of the decrease of the seles in the market. Indeed as the products were not certified organic, the target they were addressing to, was not interested on purchasing. Moreover the communication strategy based on the mouth to mouth was not efficent anymore.

The research I drove with interviews and literature reviews, drove me in to three main keypoints: _the consumer 3.0, active on the web, informed, needs instant solutions _the social behaviour, social networks are the way to be always connected, to share and the filter information. _the “ real� food accessibility, collaborative consumption

We Harvest i Angelica Fontana Co-working session in Tekato, Shanghai, March 2013

Personal week diary kit, for 12 Xianqiao villagers, March 2013

designing the solution The accessibility, the strategy and the optimization of the system were the three keyframes of the research development. The collaborative consumption is not a real new concept, infact considering Avon and Tapperware’s strategy to engage their consumers into the process, today there are plenty of similar possibilities with social networks. The strategy behind WeHarvest, is build on the system of sharing and rewards.

Chelcy purchases online and shares in the system. As soon as three of Chelcy’s friends purchase from her, she gets 100% discount from the next purchase. When Paolo’s friends buy her package too, she gets 30% discount.

strategy

How might we involve consumers in the process, letting them access to its products and services?

strategy

how it works

select

purchase

share

rewarded

100%

100%

Chelcy Paolo

100%

30%

Interviews during the Eco-design fair, Shanghai, April 2013

Interview to Laojia, farmer, Chongming, May 2013

30%

We Harvest i Angelica Fontana information �low economic �low material �low

old system

information �low economic �low material �low

new system

delivering the system In the syste, the touch-points represent the key interaction of the service interface, which is the bridge between the consumer and the organization.

They are the tool to verify the usability, desirability, feasibility and effectiveness of the service provided.

The system works on the redesing of the old touchpoints. First of all, Design Harvest became WeHarvest.

The main touchpoint of the service is the website.

While keeping the logo palette color, the structure has taken the most important part of the redesign.

In fact the home page needs to be clear, easy to understand and needs to show just the important information to understand the offer and the how it works. Moreover, the user can access to his private page, checking for the order history, for bonus and friends purchasing.

multilanguage products and services to purchase clear and be�ined service offers

personalized own page social networks direct connections

“don’t save it, let’s do it”

email angelica.fontana88@gmail.com phone 0039.3287403822 website cargocollective.com/angelicafontana