Portfolio

PORTFOLIO FRANCESCA DE BERARDINIS

COMMUNICATION & SERVICE DESIGNER

PROGRESS MEANS SIMPLYFING —NOT COMPLICATING BRUNO MUNARI

ABOUT ME

RÉSUMÉ

Hi, my name is Francesca De Berardinis and I am a Service Designer with a master degree in Product-Service System Design at Politecnico of Milan.

After my graduation in Communication Design, I decided to approach in a new emergent field to push me out of my comfort zone.

I am inclined to cooperation and this is something that I learned both from my academic career and traveling worldwide.

I strongly believe in interdisciplinary as a great source of inspiration and I am convinced that working together with people with different cultures and background represents an added value to grow both professionally and as an individual.

I am open to approach new ideas, even those that are different from mine, in order to let them inspire me and to enrich my vision of the world.

CONTACTS

francesca95.db@gmail.com +39 3343348746

Collection of works developed for the Product-Service System Design Master degree in Politecnico of Milan and the thesis project for the Bachelor degree in Communication Design

MAIN WORKS

00 TABLE

OF CONTENTS 01

IBRIDA

04

UX DESIGN

02

URBAN MARKETS

05

COOLNET

03

OMAT

06

SCRIBALL

I selected the most consistent works developed during the Master degree course at Politecnico of Milan, with a focus on the Customer Experience, Product-service system and Service design. In addition, I showed an excerpt of the thesis succeeded during the Bachelor degree in Communication Design.

Moreover, the following works contain a section dedicated to the extra activities, as the organization of events and the Co-design session.

Each project is presented as a synthesis of the complete research undertaken both individually and in multidisciplinary teams.

PROJECT 01

October – January 2019 Project for Finaly Synthesis Design Studio / Product-Service system / Startup generation / Winner of the Call for Impact Getit! of Cariplo Factory and Fondazione Social Venture In group with: Akanksha Gupta Elisa Pirola Simone Piuri

ENTREPRENEURSHIP

01

IBRIDA

This project was developed for the Final Synthesis Studio of PSSD. The goal was to start from our passions to build a startup, by considering the Sustainable Development Goals as a reference.

We decided to follow the idea of food waste for our Sustainable Goal, keeping in mind the idea to undertake new exciting paths.

Ibrida is Neighbourhood Beer crafted with surplus bread. It is brewed for and with the periphereal areas of Milan, eoncouraging forms of social and economic innovation at a local scale. By using bread, we can replace the 30% of the malt used in the traditional recipe. The other ingredients that give flavour to the beer come from local agricultural companies

PERSONAL CONTRIBUTION

I focused on the research, service and concept development phase and in the writing of contents. In particular, I made most of the interviews and I presented the idea during the prototyping sessions. I concentrated on the organization and the beer selling at the event. I held all the pitching during the year and on the Cariplo Investor Day. Currently, I am the PR and Project mamager, with the role of stipulating agreements with partners, finding new clients, pitching and supervising the work.

PORTFOLIO

CIRCUL AR STARTUP THAT REUSES BREAD FOR BEER

and community gardens.

The first phase of the project was represented by the collection of data, the experimentation of different concepts; we went on by observing the beer world through the field research and by interviewing brewers, pub owners, beer experts and agricultural entrepreneurs.

Secondly, we started to test our idea through a series of prototyping sessions.

In December, we organized our launch event in the market, in PavĂŠ Birra.

Ibrida won the GetIt! initiative organized by Cariplo Factory and Fondazione Social Venture for an Incubation program for innovative startups.

PROJECT 01

What if we could change the way we think about food waste?

What if we could introduce a novel sustainable beer brand in the market?

I B R I D A I S A N E I G H B O U R H O O D B E E R C R A F T E D W I T H S U R P L U S B R E A D, F O R AND WITH THE GROWING AREAS OF MILAN, EONCOURAGING FORMS OF S O C I A L A N D E C O N O M I C I N N O VAT I O N AT A LO C A L S C A L E .

30%

R E D U C T I O N O F M A LT I N T H E T R A D I T I O N A L R E C I P E

F R O M 3 T O 7 K I LO S O F B R E A D R E M A I N U N S O L D E A C H D AY I N E V E RY O F T H E 5 0 0 B A K E R I E S I N M I L A N

AT T H E S A M E T I M E . . . T H E R E I S A G R O W I N G B E E R M A R K E T

3.200.000

B OT T L E S S O L D I N A Y E A R I N I TA LY

STRATEGIC PARTNERSHIP

B . LO C A L K M 0 P R O D U C E R S

T H E Y G I V E U S T H E S U R P L U S B R E A D, WE OFFER THEM VISIBILITY AND MORE CREDIBILITY

THEY GIVE US UNSOLD RAW M AT E R I A L S , W E I N C L U D E T H E M I N A S U S TA I N A B L E N E T W O R K

REPLICABLE MODEL: SERVICES

BEER SELLING (DRAFT) CORE

B2C

REUSE / WA S T E / COMMUNITY GOALS

EVENTS /MARKETING / LO C A L A C T I V I T I E S / LOYA LT Y ACTIVITIES

Frequenters of places of social integration; City user and inhabitant of the neighbourhood; Experts of ar tisanal products

B 2 C B 2 B TA R G E T

B2B

Bakeries, Pubs, Community Hubs, Urban gardens

PORTFOLIO

A. BAKERIES

COMPETITORS DIRECTS

INDIRECTS

PROJECT 01

BREAD BEER (ABROAD)

BEVERAGES FOR LEISURE MOMENTS

C O M M U N I C AT I O N A N D M A R K E T I N G S T R AT E G Y

Communication and marketing strategy 5 4 3

S O C I A L ISocial M PAimpact CT

Aggregative A G G R E Gevents AT I V E

2

EVENTS

1 0

Ibrida

Community C O M Mengagement UNITY

Enhancement local E N H A N C of EM E Nproducts T OF

ENGAGEMENT

LO C A L P R O D U C T S

BiovaB

irra di Pane

RecuperAle (2018)

Ancestrale (2018)

Birra Pagnotta

SERVICE BACKEND

MARKET DISTRIBUTORS

NETWORK OF BAKERIES

INVESTORS

Packaging Bottles

Bread

Funds

Data

IBRIDA PORTFOLIO

S TA F F BREWER

Surplus bread

Empty Beer Bottles

Beer Bottles /Draft

Discounts&agreements for exchange

LO C A L PRODUCERS

B A K E RY Purchase

Empty Beer Bottles

Beer Bottles /Draft

F r i u t s & Ve g ; H o p s

material

data

money

CUSTOMERS

FRONTEND

PROJECT 01

FIRST PROTOTYPING SESSION

SECOND PROTOTYPING SESSION

During the first prototype, we tested the concept with professional actors and spotted the unexpected moments.

We choose the location of Politecnico for our second prototype with our “temporary Lab” in the corner.

We organized the launch event in the market by proposing a “brewing path” with the testing of the kit, the discovery of the ingredients and the beer tasting.

PROTOTYPING IN THE WILD – THE PILOT EVENT

PORTFOLIO

PROJECT 01

Ibrida was one of the winners of the Selection Day of GetIt!, the Call For Impact Smart Cities and Mobility Action, Food and Environment, promoted by the Social Venture Foundation Giordano Dell’Amore and Cariplo Factory in April 2019.

The Call gathered 137 candidates, involving over 500 innovators and selecting 10 innovative finalist teams for the access to an Incubation program. I personally held the pitching during the day.

PORTFOLIO

I B R I D A S TA R T U P T O D AY

PROJECT 02

September 2019 – April 2020 Master Thesis Strategy / Service Design / Business innovation / Research / Retail Personal project

STRATEGY

02 URBAN

MARKETS MASTER THESIS IN PSSD

PORTFOLIO

During the last decades, several researchers pointed out that the retail landscape has overcome a phase of “apocalypse�. The just mentioned scenario rises a warranted question, such as: Is retail meant for failure? The present dissertation highlights how, although the old models are about to disappear, new hybrid retail formats can redefine the selling methods, thanks to experiences, interactions, touchpoints, processes and services combined in an new way.

In this ever-changing picture, even Municipal markets, which have represented the heart of neighborhood life for years and are the main focus of the thesis, make their step towards the future.

However, as they appear today, they

are no more able to survive in the competitive shopping landscape, without a service design-based intervention. The goal is therefore to apply the key points that emerged from the hybridization framework in retail and from the ideas that arose during the in-depth research on the field, to the covered municipal markets, rich of opportunities and challenges. A complete set of flexible guidelines to be used as support for the design has been created: a handbook, as the perfect combination of a manual and a toolkit, and a brainstorming canvas, aimed at fostering idea generation. Four scenarios are also presented as models to be followed or personally revisited by users. The thesis proposes an abacus of solutions to be assembled for the creation of multiple hybrid markets.

This work is the result of the combination of the desk research, supported by relevant sources and cases studies; the field research, based on participatory activities, interviews and co-design sessions with the stallholders, experts, customers and the Municipal Milanese side; the scenario building, by the creation of a strategic toolkit to be used by the decision-making experts in a customized way.

Retail apocalypse CAMBRIDGE DICTIONARY

“A very serious event resulting in great destruction and change”.

Numbers of transactions C y b e r M o n d ay 2018

8.428

0.4 M

0 .7 M

1.2 M

8.6 M

Best Buy

Target

Walmart

Amazon

PROJECT 02

Personal set of hybrid guidelines

THE EMPOWERED ROLE OF SELLERS THROUGH SERVICE DESIGN Nespresso Premium coffee shop + tasting experience

FROM MULTICHANNEL TO OMNICHANNEL TO UBIQUITOUS SHOPPING Nordstrom Local Store + stylist + online/offline integration

DESK RESEARCH

HYBRID RETAIL AS A TOWN HALL: THE SOCIAL VALUE OF RETAIL Adidas Runbase Gym + changing room + shop + base for Adidas runners

Interviews with the experts GOOD PRODUCTS AT LOW PRICES FOR MIDDLE-CLASS >90s 80s

40s

70s

Product Strategy Manager at Epta and Professor of Industrial Design at Polimi

Strategic advisor, social innovator, founder and strategist of collaboriamo.org

Head of Cabinet at Milanese Municipality

MILAN

MILAN

MILAN

Antonio De Ponti 60s

Marta Mainieri

Ermanno Tritto

50s

ETHNOGRAPHY • SERVICE SAFARI • PARTICIPATORY ACTIVITIES

MARKETS’ EXPLORATION Users behaviors Shopping journey

TOOLS FOR CUSTOMERS Preferences Perception of the actual condition

TOOL FOR 33 STALLHOLDERS Strenghts & weaknesses Re-imagine new opportunities of action

FIELD OF APPLICATION

PORTFOLIO

“Into the wild” in 10 markets

PROJECT 02

The strategic handbook is the combination of a manual and a toolkit. It aims at being a supportive set of hybrid guidelines for the design of innovative urban markets in the years 2021-2026, due to the local elections that will be held in the city.

STRATEGIC HANDBOOK

CATEGORY SOLUTIONS

DIRECTIONS

A. COMMERCIAL + SOCIAL HYBRIDIZATION

1 Food

2 Food Hybrid

3 Non-Food

1.1 Fresh proucts

1.2 Catering & Street food

2.1 Proximity food stores

2.2 Farmers’ market

1.3 Food & Beverage providers

1.4 Stop & Go

2.3 Gruppi di Acquisto Solidale

2.4 Thematic food corners

1.5 Market truck

1.6 Supermarket in the market

2.5 Coffee Bar & Interior Store

COMMERCIAL SIDE

5 Community Spaces

4.1 Proximity stores

4.2 Second hand shop

5.1 Agorà

5.2 Learning Lab

4.3 Greenhouse + florist

4.4 Showroom 2.0

5.3 Multifunctional Hub

5.4 Associations, Onlus & NGOs

5.5 Portineria di Quartiere

5.6 Co-working

SOCIAL SIDE

Hybridization

The funcitons are represented by categories, directions and solutions.

For each category of market renewal, a similar graph will be reported.

M

The commercial + social hybridization represents the most important category.

For this reason, the solutions coincide with the commercial or social side.

Indication bar

Direction + icon

DIRECTION 1 FOOD

As the main category, the direction is indicated through an icon and a title.

It is represented by a lighter color and a single page, with no picture.

PORTFOLIO

Functions

3.1 Traditional shops

4 Non-Food Hybrid

PROJECT 02

BRAINSTORMING CANVAS

The canvas is an A1 paper designed to support the users in shaping future hybrid markets. It fosters idea generation among the members. It includes spaces to be filled and spaces where to apply movable cards.

Premium

Innovative

Four different types of hybrid markets have been designed with the support of the toolkit.

The aim is to offer models to be followed as examples in re-shaping the existing formats.

Traditional

Scenario building: the 4 concepts

Inclusive market that exoloits tradition in a new way, within an evironment that feels like home.

Original market that makes innovations accessible to all.

Urban

PORTFOLIO

Spatial layout “loop� and fluxes For each hybrid market, a specific spatial arrangement has been designed in line with the most suitable retail layout.

Food commercial stalls

Non-Food commercial stalls

Social stalls

Hybrid stalls

PROJECT 03

October – January 2018 Project for Innovation Studio Course Service design / Strategic Thinking / UX research In group with: Francesca Porricolo Buse Rodoplu Ginevra Romagnoli

PRODUCT-SERVICE SYSTEM

03 OMAT

marketing and digital strategy, by designing a promotional campaign.

The aim of the project for the Innovation Course was to develop a complete product-service with the aim of enhancing the health and wealth of a specific target, while triggering their motivation. In particular, our project is dedicated to pregnant women.

During the course we were required, in team, to study in depth the users in a three-phase research.

To develop the project OMat, a customized yoga mat, we went through a research phase based on desk research and interviews, developing several Design tools. In a second phase we created the mock-up product in real scale, including technology.

In the last phase, we developed the

PERSONAL CONTRIBUTION

I followed all the research and made the presentations since the beginning, personally going to make interviews to the users around Milan.

In particular, while the other members of the group, with a background in Product Design, concentrated on technical drawings and on the effective realization of the mat, I gave my contribution developing all the marketing strategy and its graphic. I created the mock-up of the app to facilitate the interaction with the service. This project helped me to learn how to manage a design project from the research phase to its final realization and promotion.

PORTFOLIO

PRODUCT-SERVICE FOR HEALTH AND WEALTH

THE BRIEF PREGNANT WOMEN Today woman are looking for safety, physical problem solving and a relaxed state of mind.

Develop a product-service to increase the users’ awareness in the health and wealth sector.

PROJECT 03

OUR AIM

What does it mean being a woman?

Being a woman means being a superhero. Someone can wonder why, but we need a bit of science to answer this question.

The term female indicates the opposite of male gender, from who they differ, biologically speaking, in chromosomes. As a matter of facts females’ genethich corrodes is characterized by two XX chromosomes while males have an X and an Y. The female human being life can be divided in two main stages: she is a girl from birth, through childhood and adolescence, and becomes a woman

when she reaches adulthood.

The passage between these two stages is called puberty and it implies gradual changes in order to make the body capable of sexual reproduction. In this phase, that usually takes place between 10 and 16 years old, the girl experiences her first menstruation and develops secondary sex characteristics.

Woman with typical genetic development are generally capable of giving birth from puberty until menopause, which occurs at the average age of 51 years old.

Desk and Field Research: Women and Health

Physical Inactivity AIM FOR AT LEAST 2 HOURS AND 30 MINUTES OF MODERATE-INTENSITY AEROBIC ACTIVITY EACH WEEK

THREE THINGS TO DO (10 MINUTES EACH) = 30 MINUTES OF PHYSICAL ACTIVITY WHEN DOING AEROBIC ACTIVITY, DO IT FOR AT LEAST 10 MINUTES AT A TIME

TAKE A WALK AROUND THE BLOCK

DANCE TO THREE OF YOUR FAVORITE SONGS

GO FOR A RIDE

33% OF WOMEN

AGES 45-64 YEARS ARE PHYSICALLY INACTIVE

Sources -National Heart,Lung, and Blood Institute (2006). Your guide to physical activity and your heart. Tips for getting active.

-Department of Health and Human Services (2008). 2008 Physical activity guideliness for Americans -National Center for Health Statistics (2010). National Health Interview Survey

Field Reserach: Interview Results

Interviews Mums Interview’s Results What’s your favorite moment?

In order to do this, we created an interview, in which we asked some open questions.

After interviewing 5 people, both men and women, ranging from 30 to 40 years old, we got a lot of differing answers that helped us understand them and get insights when it came to their lifestyle, and to compare what has been found out from the scientific research.

Rest time Family time Meal time

What’s your less favorite moment?

Meal time Housework time

Are you still working?

20%

What do you usually do on electronic devices?

20% Working No work

How do you solve your physical problems?

80% 17%

20%

Hospital

33%

Internet

40% Book

33% 17%

Health problems Sleepness Vomiting Restless

Family

80%

60% of them doesn’t make special diet programs.

How much time do you spend on electronic devices?

40%

80% 80%

What’s your most troublesome problem?

Where do you get information about maternal health?

20% 20% Social media Others

What’s your change on your diets?

20%

3~4h/d 4~5h/d 1~2h/d 2~3h/d

How often do you do exercise?

What can motivate you to have a healthier lifestyle?

40% 20%

40% All of them don’t make big changes in their appetite.

20%

Regular exercise No exercise Exercise sometimes

All of them can be motivated by their babies.

FOCUS ON YOGA

PORTFOLIO

Sleeping Rest

CUSTOMER JOURNEY Desire to practice yoga

PROJECT 03

The app shows the wrong balance

SUSTAINABLE

Buy online or at the store

The mom is guided to the right position

GRIPPY

DIFFERENT USES

COMFORT

USERS SAFETY

PERSONALIZED FUNCTIONS

SENSORED YOGA MAT

APPEALING

ECONOMIC

Connect with the app

Check the daily plan

Monitor and play with the baby

MARKETING TARGET WHO IS GOING TO BUY? Main target

Secondary target

PREGNANT WOMEN

MATURE WOMEN

28–40 years old Caring and interested

50–65 years old Updated

YOUNG ADULTS

20–30 years old Active

NORTH–AMERICA

WEST EUROPE

PORTFOLIO

Discovery of the after-birth section

OMat is a customized mat designed for every pregnant mom who wants to practice yoga in complete safety.

The product can be personalized by the users, thanks to special inflatable pillows and to pressure sensors connected to an app which is used as a guide in each step, allowing the momto-be to reach the best positions and to increase her level of yoga minimizing the risk.

OMat allows the mom to connect to the application to have a complete experience through the yoga session.

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

VALERIA 9 weeks pregnant

Website

CURRENT DAY POSES DONE:

0 / 75

Promotional video

Complete the workout to continue your streak!

MY PROGRAM

Adv spots

Are you ready to start?

Facebook

MY CALENDAR Letʼs check your organized plan

Instagram

Online banners

Influencers

Promotional events BE GUIDED BY OMAT

Important events based on picks

Be careful, you have to be balanced

TARGETED GO LEFT!

Tera

Smartmat

OMat

Yogi Bear

00:40

Airex Corona

Jade

Corkyogis

Yogamatters Manduka Eko Atlas MPro

Yogabellis

Warrior Mat

MProLite

CONTROL We will help you to control your baby

Sweaty Betty

Lululemon

PLAY TOGETHER Play with your baby for a funny experience

GENERIC

APP

MARKETING STRATEGY AND BENCHMARK

DIFFERENT FUNCTIONS

HELLO, MOM!

This section is dedicated to the after birth

SINGLE FUNCTION

PROJECT 03

GO LEFT!

mat

Balance Your Life OUR TARGET PREGNANT WOMEN

The market already offers mats for yoga, but no one is targeted for pregnant women and can be used in different ways. It was fundamental to create a unique product for Health and Wealth related to Yoga from the basic level of abilities to accompany moms-to-be step by step, also looking to the future.

YOGA ADDICTED

WILLING TO PAY OMat is a designed for pregnant women who want to experience customized yoga sessions.

OMat is a customized mat designed for every pregnant mom who wants to practice yoga in complete safety.

It is not just a mat for doing exercises, but a product that can be personalized by the users, thanks to special inflatable pillows and to pressure sensores connected to an app which is used as a guide in each step.

OMat is designed looking to the future, also intended as a learning tool for the growing baby.

Desire to practice yoga

The mom is guided to the right pose

OUR PARTNERSHIP We are a group of four international young designers who work for Liforme, a brand focused on innovative yoga equipments. Health and wealth represent a crucial element for moms-to-be, who need a guide to improve their way of living. United by this belief, we designed OMat in order to motivate them with safety and autonomy as the main values. We collaborate with a partner, SensingTex, in order to improve Liforme’s products in a more technological way.

Connect with the app

Check the daily customized plan

Discover the after-birth section

Monitor and play with the baby

THE APP

VALERIA

BE GUIDED BY OMAT

Be careful, you have to be balanced

9 weeks pregnant

HELLO, MOM!

CING DOG

This section is dedicated to the after birth

CURRENT DAY POSES DONE:

0 / 75 Complete the workout to continue your streak!

GO LEFT!

CONTROL We will help you to control your baby

MY PROGRAM Are you ready to start?

GO LEFT!

MY CALENDAR

7:00

PLAY TOGETHER Play with your baby for a funny experience

Let’s check your organized plan

00:40

Customized program

Yoga helps women during their pregnancy without discomfort and prepares them for the birth.

Correction

2 million people in Italy are used to practice yoga at home and in specialized centres.

Right position

Baby experience

The market offers a wide range of yoga mats. Only in Italy they are sold on eBay every 83 seconds.

PORTFOLIO

The app shows the wrong balance

Buy online or at the shop

PROJECT 04

October – January 2018 Project for UX Design Course User Experience / Design tools / Shadowing Individual work

04 UX DESIGN

CUSTOMER EXPERIENCE RESEARCH,SYNTHESIS AND NEW UX INSIGHTS

PORTFOLIO

The following works are selected by a collection of projects made for the UX Design course, in which we learned how to develop the most important tools, such as Customers Journeys, Personas and Experience maps, just to name a few. During the year we were asked to study the context of the users in different situations.

For the first project, I worked individually, by collecting and synthesizing the knowledge about the Chinese Food experience.

We were required to: explain and understand our mental frames in relationship with food (from our favourite to the Asiatic one), explaining the criteria of selection of dishes both at the supermarket and at the restaurant; secon-

dly, to have an immersive experience in a typical eatery in Sarpi; conclude the process bringing out a personal strategy as a synthesis, with a focus on the most interesting insights highlighted during the research.

For this project, I developed Maps and attached additional considerations.

The goal of the second project was to study the Bike sharing experience, analyzing strengths and pain points and to design a better service taking in account the users’ needs.

We worked both in team and individually. Maps were developed together, while I made all the research phase on my own. I started my process of research about Bike Sharing studying the characteristics of this innovative way to move around the city, to better understand its functioning.

As a second step I concentrated on Mobike, the brand I decided to take as the main case study, focusing on the design, the spread and the process from the download of the app, until the effective use of the bike.

I studied the strengths and weaknesses to make more clear advantages and disadvantages of the service and I made a comparison with the other existing Bike sharing services.

MY STRATEGY ABOUT FOOD

STRATEGY IN FOOD CHOICE AND PURCHASE

SMELL

MY PERSONAL STRATEGY Everyone of us has a strategy in

COLOUR

CALORIES

the food choice and from my point of view, some parameters are more important than others. Different senses are implied when a meal is presented in front of us and I strongly believe that the “smell” has a great impact on the food choice. Smell odours from a well-prepared meal let me remind my home atmosphere. Colours are important but how food is presented value more for me, because I think that appealing shapes have a great impact on the decision making process. Sometimes I buy biological products, especially vegetables and fruit and I really care about the food conservation, that I consider as the most important parameter, especially regarding fresh food. Nutritional values are important in my strategy, while the origin is not always the first element I consider, even though at home my mother is used to buy products comes for Italy.

I am not obsessed with weight, that’s why calories are not too much considered when I have to buy food.

SHAPE

ORIGIN

BIO

NUTRITIONAL PROPERTIES

CONSERVATION

LINE OF SUBJECTIVITY “I want to taste the same flavours I am used to taste at home”

“Smells and shapes are important in the decision making process”

“Would it be well conserved?”

THOUGHTS

“I want to be sure about the quality”

FROM

TO

food strategy

my favourite food

PROJECT 04.A

ME AND MY CHINESE FOOD MY EXPERIENCE IN SARPI

MY CHOICE OF FOOD AND PLACE We voted for a well designed and sophisticated restaurant, in which the environment was enriched by typical Chinese elemens about food (chopsticks, plates, pictures of traditional dishes on the wall). It was reassuring and the staff members were really kind and caring: one of the waiters was able to speak Italian, while another one was less expert with the language. The open kitchen helped me to feel more safe about the preparation of food and about conservation, since all the cooking process was visible from the tables.

Thanks to this project I have learned more about my mental frames related to food. I had the opportunity to concentrate on specific aspects I didn’t consider before, such as my expectations and feelings; to act as a user, creating identikits and then to build up my personal strategy synthesizing the knowledge about Cinese food.

MY STRATEGY: STEP IV individual synthesis

CONTACT EXPERTS ABOUT CHINESE FOOD

AN APP TO VOTE THE BEST DISHES CREATE CONNECTIONS WITH THE USER

CREATE A PLATFORM WITH REVIWES

PERSONAL ATTITUDES

OPEN KITCHEN

INCREASE BRAND IDENTITY

DIRECT CONTACT FOR INFO

HUMAN INTERACTIONS

SAFETY

INTERACTION WITH BILINGUAL WAITERS

COURSES FOR WAITERS

UNDERSTANDABLE LANGUAGE

FUNCIONALITY OF CHINESE TOOLS CLARIFICATION THROUGH ICONS

INCREASE THE VISIBILITY THROUGH SOCIAL

SHOW AWARDS AND CERTIFICATIONS

SHARE THE KNOWLEDE ABOUT CHINESE FOOD TRADITION AVOIDING PREJUDICES

ADVICE THE BEST PLACE ACCORDING TO NEEDS

CULTURAL EVENTS FOR CHINESE TRADITIONS

GUARANTEES

MORE INFO ON MENU PICTURES ON DIGITAL DEVICES

BEFORE

BEFORE

DECIDE TO EAT CHINESE FOOD

CHOICE OF CONTEXT

Individuals’ mental models Restaurant Expectations about service

Expectations about food

find fresh food find well presented food eat wellpreserved food try ingredients of good quality

find a clean environment read a coprehensible menu talk to multilingual waiters talk to polite and helpful waiters experience the typical Asiatic atmosphere

Create events to inform people about Chinese food

Create a community of people who like Asiatic food

Improve adv on social media

Organize courses to form waiters

try a new place experience and a new atmosphere Prejudices about food

find out hygienic problems feel insecure about food origin be afraid of food conservation feel unsafe with food quality

Inform people through social and web

Delivery

Prejudices about service

experience an unhygienic place receive a bad influence from media receive a bad influence from people’s reputations Create a platform to share reviews Create a page held by abitual users to reassure people

spend time in a cosy and relaxed location

receive a handy service

share the experience with others have interaction with stuff

have a fast experience

no guaranty for the food eat in a comfortable personal location

possibility to choose a flexible location

possibility to have flexibility of time

Encourage open kitchen to make foodpreparation visible

Create an app to deliver Chinese food from the best restautants

Take away

buy low price food

check the local’s condition feel surer of food quality discover real Chinese habits

Create a platform to share reviews Assume multilingual waiters Show quality and hygienic awards

Create an app able to suggest the best local based on needs

Design opportunities

The Chinese expert

The Globetrotter

The choosy

Set up mental spaces

Towers and contents

Opportunities

PORTFOLIO

LEGEND NEW MMM

BIKE SHARING EXPERIENCE A NEW WAY TO MOVE AROUND THE CITY

The future of the world belongs to the sharing economy and environmental sustainability and, from this point of view, bike-sharing services such as Mobike are well suited, having not only the merit of providing a means that everyone can use to move around the city, but also allowing them to move around with a vehicle that does not produce pollution of any kind.

Bike-sharing is a service that provides bicycles that everyone can use to move along short journeys. The service usually is based on special locations where users can leave and take the two wheels. In some large cities it is already present (as is car sharing, for cars) but the service is certainly destined to be more and more widespread, in such a way as to reduce road traffic and to avoid noise pollution and air pollution.

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PROJECT 04.B

new BLUEPRINT FOR MOBIKE

PHYSICAL EVIDENCES

WEBSITE

CUSTOMER ACTIONS

Search Info

APP

Download the app

Subscribe to service

FREE PARKING

GPS

LOCATION

QR CODE

BIKE

Research of the bike with GPS

Book a bike for 15 min

Unlock the bike with QR code

Start the ride

Lock the wheel

Pay the service

SOCIAL MEDIA

Be part of the community

LINE OF INTERACTION

Bike distribution in main points

ON STAGE / VISIBLE CONTACT

Adv and promo events

LINE OF VISIBILITY

BACKSTAGE / INVISIBLE CONTACT

Manage app functions

Maintain credit control

INTERNAL INTERACTION

SUPPORT PROCESS

Web development

Registration system

Reservation system

App support

Online banking

what is MOBIKE?

BIKE SHARING

DESIGN

SPREAD

Mobike is the first Chinese bike-sharing platform in the world that does not have fixed stations (as opposed to the bike-sharing services currently present in different cities), which does not require the use of cash and which allows short transfers in the cities.

Aluminium frame, free-wheel drive transmission, GPS integrated and single-spoke fork contribute to create a modern and well designed bike, even captivating in colour choice. They are created with a hidden cardan in the chassis, to make ensure no dirt on legs and clothes, a great idea for a city bike. The lights are LED and light up as the sun goes down, with a twilight sensor. To work, Mobike uses an intelligent locking system and a mobile app that allows users to find a bike anytime and anywhere they need it.

Moving on two wheels is a cheaper alternative, faster and certainly healthier than traveling by car. This is also why Mobike aims to extend its service in all the major cities of the world.

THE FREE FLOATING BIKE

STRAGGLER STUDENT EMOTIONAL STATE

DAILY ROUTINE Gets up

USER PERSONA

Social

7:20

HOBBIES

TIME MONEY

DEVICE SKILLS

Riding

Riding

Riding

7:50

8:00

8:10

13:30

School

13:50

19:00 19:15

21:00 21:15

Home Basketball (chat, homework)

BEHAVIOURS

NEEDS

He sleeps a lot and he is always late.

He carries heavy bags (books, bag for sport).

He is sporty and really tall.

During the weekend he has competitions.

He likes spending time with electronic devices.

He goes to bed late (chat, computer, games..).

His house is quite far from school and he cannot.

Spend less money Social Experience with friends Big availability of bikes Bigger place to put the bags Share the bike experience Easy regulation of the bike An app to use as a social network Marches to reach the school on a hill

go there walking because he is late.

He always uses bicycle.

BIKE SKILLS

7:45

Search the bike in the app

SIOMONE DE LUCA 15 years old Male High School student Not good economic status He lives with his parents

Riding

Open minded Dinamic

DREAMS

“I NEED TO FIND BICYCLES IN AN EASY AND FAST WAY, WITH A FEW MONEY. I LIKE SPENDING TIME WITH MY FRIENDS AND TO LIVE SOCIAL EXPERIENCES BECAUSE I WANT TO BE ALWAYS CONNECTED”

FRUSTRATIONS He doesn’t know where to put the bag He can’t find bikes always near his house/school He has problem to ride by night He doesn’t have an insurance

PERSONA 1

Carlo is a 36 years old man, he has his own house and has a brilliant career, but he always feels stressed for the fact that many times during the day he needs to move around because of his job.

When he wakes up in the moring and starts to prepare himself to start the day, his first thought is: “I hope I will have a comfortable ride today”.

It’s almost time to go out, he has to meet a lot of clients and he has a lot of delivery to do. But what about the application? He is not a technological person and the idea to open a complicated app full of functionalities always scares him.

After having checked the nearest bike, he leaves home and then carries all his heavy bags with him.

When he reaches the vehicle, he has to store all his stuff inside the bike’s basket, that is not so wide, and he doesn’t know where to put his smartphone to track the path. He has to follow an unknown path and he really needs to watch his navigator not to loose the street.

He starts his ride but he feels uncomfortable because he has to use one hand to hold the handlebar and the other one to carry the telephone. In this way he has the risk to make an accident for the fact that Carlo is not concentrated on the street and cars next to him drive really fast.

During the day, Carlo has to make different deliveries to some clients and he suffers for legs pains. The path is full of uphill streets and he is really fatigued.

After the riding, overworked and tired, he thinks: “If only I had an electric bike to reduce efforts!...”

CUSTOMER JOURNEY

CUSTOMER JOURNEY SUSTAINABLE MUM

GOALS AND EXPECTATIONS

The aim is to design a bike sharing service for worker moms who do not want to give up on a healthy and active lifestyle and want to carry the baby with them in a safe way. The service will provide a customized vehicle for women to ride in a comfortable, balanced and secure way for them and the child.

STAGES

ACTIONS

FIRST ACCESS • Download the app • Sign in • Insert the credit card number

ORDINARY ACCESS • Log In • Localization • Search for the nearest bicycle • Check the time it takes to reach the vehicle

BOOKING • Book the bike (15 min) • Reach the vehicle for her and the baby

Sustainable bike in order to reduce environmental impacts Bike vehicle customized according to the presence of the baby An easy way to unlock the bike and to ride comfortably (heels) and safe (balanced) Customized app to show personal info and to enhance good habits (eco-friendly)

BEFORE USE • Check up the bike • Unlock with the QR code • Place the bags

USE DAY AND NIGHT • Impossible to ride

AFTER USE • Choose another means of transport

PAYMENT • None

FEELINGS

THINKING

OPPORTUNITIES

“I like technology” “I am economically indipendent”

“My outfit is not very comfortable, I hope the bike is not far” “I want to carry my baby with me” Offer a customized app taking users’s info: Gender / Age / Height / Usual path / Location / Indicative time of use of the bicycle / Sons Use notifications to find a bike available (according to schedule) with the child seat

“I finally found the bike”

“Oh no! There is not a child seat for my baby”

Create an arrangeable basket to place bags easily Create a child sit with a belt to carry the baby in a safe way Create comfortable levers for high heels Unlock the bike with the app

“My ride would not be safe and stable under these conditions” “I care about the environment”

Regulate marches Create a stable and balanced bicycle designed with sustainable materials

“I will arrive late at work” “I won’t be able to reduce environmental impacts” Use the app to show environmental and personalized information (Co2, km, path, cal)

Easy payment with credit card Bonus after several km Ensure insurance

PORTFOLIO

STORYBOARD

STORYBOARDING TRAVELLER WORKER

PROJECT 05

April – June 2018 Project for Service Design Course held by Anna Meroni, Daniela Selloni and Stefana Broadbent Service design / Co-design / Design thinking In group with: Behshid Baradarain Ece Badur Giulia Mangolini Miao Xuqeqing

05 SERVICE DESIGN

COOLNET

generation, supported by a co-design session held with different experts and ending up with the development of the service using the Ux design tools. Maps were created together. We interviewed three experts in the field of environment: Costanza Pratesi from FAI; Eugenio Morello, Urban Designer at Polimi and Elena Grandi, Vice-president of Municipality 1.

PERSONAL CONTRIBUTION

Coolnet is the service developed in team during the Service Design course held by Anna Meroni, Daniela Selloni and Stefana Broadbent in Politecnico.

The goal of Coolnet is to connect and facilitate the communication between different actors and to ensure real changes: the system will allow citizens to advance green proposals and make them feasible thanks to the active participation of the people involved. The Blockchain technology is used for the creation of smart contracts, in order to guarantee trusted and traceable transactions. Starting from a deep study of the context, we went through a phase of research, both online and through interviews; going on with the idea

During the project, in addition to the organization of all the stages, I particularly focused on face-to-face interviews and the oral presentations to both class and teachers.

I guided the co-design process, by finding the experts, organizing the meetings and leading the insight generation phase during the session with the professionals. The Co-Design session has proved to be extremely useful to go on with the concept and to challenge myself to act as a facilitator among an audience of experts.

In addiction, I had a public speaking in Triennale of Milan, in front of an audience of internal and external guests, for the final exhibition of the projects.

PORTFOLIO

DESIGN A SERVICE FOR THE FUTURE OF MILAN VS CLIMATE CHANGE

100 RESILIENT CITIES

Resilience is the “capacity of individual, communities, institutions businesses and systems within a city to survive, adapt and grow, no matter what kind of chronic stresses and acute shocks they experience”.

Milan is part of the 100 cities in the “100 Resilient Cities” project and aims at defining a resilient strategy, in order to make real changes.

GOAL

PROJECT 05

Design a service for the city of Milan, by adopting new technologies, such as machine learning, AI, Blockchain, cryptocurrencies, IoT, big data and VR. OUR TOPIC: COOL MILAN

Milan reacts to the issues related to climate change for the citizens’ well-being.

Our aim is to shape a service capable of answering to the city’s needs in an active way.

BRIEF

SITUATION IN MILAN RISING TEMPERATURE GROWING POPUL ATION

C02 EMISSIONS

LEAKING WATER

L ACK OF CHEAP HOUSES AIR QUALIT Y

20k trees > 44k pounds of CO2

Green buildings for natural cooling

2000

Gas Emission Plan

Cut 15% emissions 2012

Plan on Environment

5,803.47 kt of carbon dioxide 2005

OUR AIM

Leverage on the 80k Cool Milan with green Requalify the disimessed volunteers in the city areas, planting trees areas for communities

PORTFOLIO

Cut 20% emissions

2020

COOLNET CoolNet enables citizens to propose projects aimed at reviving public unused spaces for cooling Milan.

PROJECT 05

The goal is to facilitate interactions among different actors and to green the city ensuring long-term benefits.

COOLNET PLATFORM

SYSTEM MAP TOUCHPOINT MAP

Profile page

Interactive map

Community page Consultancy

Notifications

Events Social media Unused areas

PHYSICAL TOUCHPOINTS

DIGITAL TOUCHPOINTS

PORTFOLIO

STORYBOARD

Projects section

CO-DESIGN GOALS & TOOLS

Verify the feasibility of the service provided

Leverage on the expertise of the professionals

Guarantee the volunteers’ and workers’ safety

PROJECT 05

Better structure and organize the action phase

Understand how to get resources and funds

ROLE PL AY

Platform workflow

BOUNDARY OBJECT

Case study

ACTION PYRAMID

Connection of actors

JAM SESSION

Ranking of proposals

CARDS

Develop insights

PORTFOLIO

PROJECT 06

October – January 2017 Project for Final Thesis course Branding / Communication Design / Interaction Design / Event Organization / Project Management In group with: Marco Moscheni Federica Polvara Vanessa Trinca Tornidor Luca Villa

BRAND IDENTITY

FINAL SYNTHESIS PROJECT WORK

I made this project for my Bachelor Degree Thesis in Communication Design. Me and my group had to design the corporate identity of a hypothetical pen industry, starting from the definition of the core values to the realization of a working communicative machine.

The first step was the study of the naming and payoff, the creation of a logo and the general mood and tone of voice. After defining the corporate image, we tried to express the idea of an attractive brand related to users with the realization of a flipper, the perfect mix

PORTFOLIO

06

SCRIBALL

of the history of the pen and the pleasure of the game, with the aim to let the users express their own personality.

This project became the starting point for my thesis, thanks to which I discovered the world of the customer experience and service design.

Before closing the Final Synthesis Studio Course, the Professors expressed their willingness to organize an exhibition to show all the works realized during the course: “What if – An antidisciplinary Design show”.

I became one of the students volunteers to manage the whole esposition since the positions available were linked to Project Management, Graphic Design, Interior Design, Social Media Management and Video Making.

I decided to take the opportunity to challenge myself, by picking up a role in the Project Management team.

We had to set up the exhibition by coordinating the other teams, synthesizing the process, contacting the suppliers and managing the organization in loco, at Open Dot.

PROJECT 06

THESIS

CONCEPT TARGET STUDY

The idea at the base of the startup was to give life back to the Biro company, by blending a long story of tradition with the willing to make a step toward the future. We developed the pinball as the tangible representation of the brand values, based on a user-centered approach.

PORTFOLIO

MOODS AND STORYTELLING

FROM OBJECT TO EXPERIENCE

Through a series of interviews, we asked to the users to express their relationship with the ballpen.

I personally interviewed our target.

We identified 4 main “moods” to which our target could relate and that were translated into the tone of voice.

PL AYFUL

SPARKLING

DINAMIC

IRONIC

PROJECT 06

The flipper represents the heart of the project, synthesis of the elements behind the brand. The handcrafted communicative machine engages the user, key point of Scriball’s communication. To give a goal to the game, we added a webcam that reveals the track of the sphere and calculates the distance travelled.

The prototype has been tested with users to verify the engagement in a real environment.

The communication products are the foundation of the brand and each of them is thought to be consistent and in line with the company’s mood.

The packagings, with their shape, color and vitality, stimulate creativity, proposing an imaginary world of spontaneous and playful traits.

PORTFOLIO

PROJECT 06

EXHIBITION

“What if” is the result of a turning point in a project, of the reinvention of everyday objects by giving them a new meaning. What if a tool could represent more than its mere function?

The exhibition had great success and the participants seemed to really appreciate the work done. The visitors were enthusiastic about having an interaction with the communication machines and, in particular, our pinball represented one of the main attractions.

PORTFOLIO

THANK YOU