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GIVE IT A SECOND CHANCE!


WHO ARE THE DESIGNERS?

MSC: PSSD

COURSE:

Final Synthesis Design Studio

PROFESSORS:

Fabrizio Pierandrei Cabirio Cautela

STUDENTS: Ebru Boyaci Paola Russo Xue Pei Tian Tang


WHAT IS THIS BOOKLET ABOUT?

HOW DID THE IDEA EMERGE?

Research, trends, concept development

WHAT IS THE SERVICE? Service idea, missions

HOW IS THE DONATOR EXPERIENCE? Storyboard

HOW IS THE CUSTOMER EXPERIENCE? Storyboard

HOW DOES THE SYSTEM WORK? System map

HOW DOES THE WORKSHOP WORK?

Touchpoints: workshop location, workshop exterior, workshop plan

HOW DOES THE VAN WORK?

Touchpoints: van perspective, van plan, van in the events

WHERE ARE THE EVENT POINTS? Touchpoints: the van (event location)

HOW DOES THE WEBSITE WORK?

Touchpoints: the website (buy), (customize)

HOW DOES THE MEMBERSHIP WORK?

WHO IS THE TARGET? Personas

Touchpoints: the membership card (the advantages), (the points system)

WHAT DOES THE SERVICE OFFER?

HOW IS THE BRAND IMAGE DESIGNED?

HOW DOES THE BUSINESS RUN?

HOW PEOPLE HEAR ABOUT THE SERVICE?

Map of the offering Business canvas

Branding: logo, merchindising and uniforms Advertising: posters

.............................................................................................................................................CONTENTS

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HOW DID THE IDEA EMERGE?

START By moving from the question of “how to improve the life with animals in Milan�, it has been decided to make a change for a subject affecting the majority of Milanese habitants and chosen to focus on the pets and pet owners in the city.

THE RESEARCH After a wide research, specially based on observation and interviews with pet owners, non-pet owners, veterineries, kennel personnel, a clear problem was pointed out: common ignorance about the kennel of Milan which was a great source for people who want to own a pet but which was also suffering from lack of fundings and especially promotion.

THE PROBLEM According to the results, while many Milanese were owning a pet, nearly all of them got their pets from petshops, and in addition to that most of these owners were showing their love and affection to their beloved animals with excessive amount of spendings for the pet products.

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RESEARCH, TRENDS, CONCEPT DEVELOPMENT.........................................................................................


CONCEPT GENERATION With the main purpose of providing support to the kennel the brainstorming started. After hours of thinking a simple but effective concept came up, which was merging a solution for the problem of both getting a new pet, and showing affection to an existed one in the most environmentally and financially sustainable way.

THE FIRST PROPOSAL The first proposal of the service had two main weaknesses: an individual physical store in the city which was causing a very high cost structure, and a poor method of communication which was not sufficient enough to convey the main purpose of the service. But the main concept was proved to be quite strong and got positive feedback from the contributors of a small scale prototyping phase.

IMPLEMENTATION The next step was fixing the weak points of the service, and after the problems solved, the idea of ‘giving second chances’ turned into a service designed for helping the kennel.

........................................................................................RESEARCH, TRENDS, CONCEPT DEVELOPMENT

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WHAT IS THE SERVICE?

REPETIT It is a service to provide financial and promotional support to the animals in the kennel of Milano, through the sales of renewed second hand pet products and advertisement campaigns.

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SERVICE IMAGE......................................................................................................................................


IN ADDITION TO THAT : - it draws attention to the kennel and consequently promote adoptions - it participates and includes people in extending the products life cycle - it encourages a conscious way of shopping for pet products.

..............................................................................................................................................MISSIONS

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HOW IS THE DONATOR EXPERIENCE?

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STORYBOARD..........................................................................................................................................


HOW IS THE CUSTOMER EXPERIENCE?

.........................................................................................................................................STORYBOARD

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HOW DOES THE SYSTEM WORK?

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SYSTEM MAP..........................................................................................................................................


WHO IS THE TARGET?

.............................................................................................................................................PERSONAS

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WHAT DOES THE SERVICE OFFER?

RENEWAL

STORAGE

SALE

EVENTS

DELIVERY

COLLECTION

SALE

SALE

CUSTOM.

DONATION

MEMBER.

WORKSHOP

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MAP OF THE OFFERING............................................................................................................................


HOW DOES THE BUSINESS RUN?

.................................................................................................................................BUSINESS CANVAS

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HOW DOES THE WORKSHOP WORK?

THE LOCATION The workshop is located in an empty area in the Parco Canile Rifugio, next to the management offices. The location is chosen not only to reduce the cost of managing a place in the city but also taking attention to the kennel of Milan and introducing the animals of kennel to Milanese people.

FUNCTIONS The workshop is the magic factory, where used pet products are turned into renewed, stylish products for their new owners by our two talented craftmen. It functions as a simple atelier where cleaning, fixing, painting, upholstering, and decorating of the used products take place.

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TOUCHPOINTS: WORKSHOP LOCATION .....................................................................................................


......................................................................................................TOUCHPOINTS: WORKSHOP EXTERIOR

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DESIGN The building is constructed by using eight old shipping containers with respect to the philosophy of company about extending life cycle of products. First two containers in the front side are reserved as a showroom and retail area for the renewed products. The other five containers are furnished as a workspace for the needed renewing actions.

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TOUCHPOINTS: WORKSHOP PLAN.............................................................................................................


HOW DOES THE VAN WORK?

FUNCTIONS The Repetit van is one of the classics, which is not hiding its age, but still working like the its first day. It is used for the collection of the donated products from the donators to the workshop in the kennel, and the delivery of the renewed products from workshop to customers. However it is more than a transportation tool, and also works as a mobile showroom for the new products and display of the seasonal changes in the company’s product line.

...........................................................................................................TOUCHPOINTS: VAN PERSPECTIVE 17


DESIGN The van is modified according to the different needs of company. The back seats are removed for more free space. A special partition is added behind for the carriage of the animal models from the kennel. For the event days two accordion style opening display units, which are made of old fences attached together with hinges, are placed into the van due to exhibit the products.

EVENTS The Repetit van, once in two weeks, starts its journey from the kennel with some new products, the company’s models, animals of kennel to one of the parks of Milan, which is defined before. These events which are spiced up with a small demonstration of a renewal process, provides company a way of exhibiting the products and promoting for the kennel with the advantage of direct interaction with the donators, customers and potential adopters.

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TOUCHPOINTS: VAN PLAN.......................................................................................................................


........................................................................................................TOUCHPOINTS: VAN IN THE EVENTS

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WHERE ARE THE EVENT POINTS?

MAP OF EVENTS The mobile display events take place in parks which are located in five different directions of Milan due to reach many people from different zones. They are chosen mainly according to the density of the pet and pet owners in the area, as well as to the availability of the area for entering with a van.

20 TOUCHPOINTS: THE VAN (EVENT LOCATION).............................................................................................


............................................................................................TOUCHPOINTS: THE VAN (EVENT LOCATION)

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HOW DOES THE WEBSITE WORK?

FUNCTIONS The website is the main area for retailing the products. It is designed with a vintage style with quite a simple user interface. It is possible to find all the products in the stock, make orders and pay for them by using it.

22 TOUCHPOINTS: THE WEBSITE (BUY)........................................................................................................


CHOOSE For customers, while it is possible to make choices directly from the product catalogue on the website, there is also the opportunity of customizing many products. In the ‘customization area’, customers can make choices among the seaoson’s trendy colors, patterns and materials provided by the designers according to their taste.

.............................................................................................TOUCHPOINTS: THE WEBSITE (CUSTOMIZE) 23


HOW DOES THE MEMBERSHIP WORK?

BE A MEMBER Repetit provides a membership card to the users where they can collect points which turns into a kind gift both for them and to the animals of the city, thanks to them. As starter, these gestures are defined as bird houses dedicated to their name and special discounts for the repetit products for their pets.

PROFILE There is a specific area reserved to members, where they can login with their membership numbers and passwords. Here, it is possible to keep track of their points and use the forum where they leave feedbacks for the service for other users and have a chat with other memebers who are sharing a strong interes in similar issues like animals, environment and even style

24 TOUCHPOINTS: THE MEMBERSHIP CARD (THE ADVANTAGES).....................................................................


................................................................TOUCHPOINTS: THE MEMBERSHIP CARD (THE POINTS SYSTEM) 25


HOW IS THE BRAND IMAGE DESIGNED?

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SERVICE NAME

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The name is made by the combination of the three words: “reuse/ renew”, “pet” and the article “it”. The name aims to convey the concept of the PSS: reuse second hand pet products, after renewing them, while providing new oportunities to the animals in the kennel.

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THE IDEA

COLORS:

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The logo takes inspiration from the retrò style packaging labels. It is designed to represent the idea of vintage, which is the core language of the brand, and to convey the message that second hand products can still be sourceful and at the same time fashionable.

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............................................................................................BRANDING: MERCHINDISING AND UNIFORMS 27


HOW DO PEOPLE HEAR ABOUT THE SERVICE?

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The main advertising strategy of repetit is formed according the fact that pet owners are generally in contact with other pet owners, so being directly in touch with the customers in the mobile display units and leaving the rest to them is an important part of different missions of the company for different user types, also posters with a joyful language are located on the windows of clothing stores, pet food shops, and many other places where pet owners regularly visits. It is also possible to get information from the website, and other social platforms. And a product catalogue is prepared and distrubuted each season, not only to give information about the products, and trends but also and more importantly to introduce kennel animals to the pet owners and potential pet owners and take attention to the kennel.

28 ADVERTISING: POSTERS, CATALOGUE, WEBSITE........................................................................................


.......................................................................................ADVERTISING: POSTERS, CATALOGUE, WEBSITE 29


www.repetit.com


RePetIt