SERVICE DESIGN & GRAPHICS
ELENA TECCE 2018
WHO I AM Elena Tecce. 27. Born in the small Republic of San Marino. I am a Service Designer in love with graphics and illustration - with a pinch of interior design knowledge and experience. I lived in 3 different countries and 2 hemispheres. I love to create through ideas and sharing inspiring stories. I love design in all its forms. Design is all around us and itâ€™s part of our daily life. Hence why I am very passionate about designing with and for people and taking inspiration from different places and cultures. I am a traveller and every new adventure is a perfect opportunity to collect great memories which can merge into my projects. Every step I take on a soil, every flavor and smell can be translated to the design of meaningful and personally relevant experiences for the users.
HOW I WORK “ Starting a new project is like starting a new story. New objectives, new relations, new challanges. Every time it is a sort of new life. ”
EXPLORE | CREATE | REFLECT | IMPLEMENT Stay curious. Take courage to stop and start again. Learn the business language.
SKILLS & SPEAKS SERVICE DESIGN DESIGN THINKING USER-CENTRED DESIGN UX DESIGN PRESENTING AND REPORTING MARKET RESEARCH TREND ANALYSIS AND DEFINITION USER RESEARCH INSIGHT GENERATION AND VISUALIZATION BRAINSTORMING ACTIVITIES PROBLEM SOLVING CROSS-DISCIPLINARY TEAM WORKING PROTOTYPING
ITALIAN ENGLISH PORTUGUESE
SERVICE & UX DESIGN
GRAPHICS & CO.
OH MY BAG!
TAILORED LUGGAGE DELIVERY SERVICE
walking slow pace tailored tourism freedom comfort simplicity satisfaction dynamic accessibity trustworthy on time digital friendly discover the city
YEAR _ 2013 TEAM _ 4 designers SUPERVISION M. ZINI from ZPZ PARTNERS A. CONFALONIERI from DOING PERSONAL CONTRIBUTION Trends Reserach & Analysis, Concept Development, UX Design, Visual Presentation
SERVICE & UX DESIGN
CONTEXT Oh My Bag! was born after extensive research on the topic of walking in the city. Taking a walk is more than simply moving from A to B. It is about the adoption of a slow pace and a sustainable lifestyle. Some people would like to walk, but they are prevented from doing it by some external restrictions. Therefore the project focused on the process of moving super-heavy things from A to B.
APPROACH Due to the significant amount of conferences, events and historical sites, the city of Milan is a popular destination for both vacations and business, all throughout year. Our study focused on the figure of traveler. We steered the research on the final user at Milano Centrale train station. To do so, we combined ethnographic research, semi-structured interviews and questionnaires. Subsequently, the group studied the user experience (i.e. of carrying bags, the use of already existing solutions, networking, the interaction with the public spaces of the city, the personas, the strategy of selling a new luggages-related service, and above all, the user satisfaction).
RESULTS Oh My Bag! is a service that moves and delivers bags and luggage in real time, through the urban area of Milan, allowing tourists to freely enjoy their time in the city. The service creates a new trend in luxury that no longer means high-cost, but that is focused on the importance of everyday indulgence (i.e. simple low-cost pleasures that can make each day a joy). From the very first moment tourists arrive at their stations, they encounter the service stand and leave their luggage there, after having their demands tailored.
“The time needed to build enriching complexity and deep relationships, i.e. qualitative time, is characterised by a slower pace” E. Manzini & V. Tassinari
LITTLE WALL OF WALKING
15 MIN./DAY The time you need to spend walking to extend life by 3 years, improve your conditions and prevent diseases
The minimum number of steps you need to take to be considered ACTIVE.
MOST WALKABLE CITIES #1 New York #2 San Francisco #3 Boston #4 Chicago #5 Philadelphia ...all in the USA
DISTANCE & MOTIVATION OF WALKING Trips by walking from 0 to 1.5 km
In case of trips of more than 1.5 km, the % decreases radically.
Tourists could be given the chance to easily move in Milan, no need to fight with their heavy luggages anymore?
RICHARD 38 | KELLY 32
Interested in: art, wine, wellness, visit relatives, shopping Avarage staying
ANNA 50 | GIANLUCA 42
Interested in: trade show, conferences, private business Avarage staying
How much spare time
moves and delivers luggage, in real time, to allow people to feel free and enjoy the city of Milan.
PREMIUM TAILORED DELIVERY
PREMIUM GROUP DELIVERY
FIRST LUGGAGE 10€
UNTIL 3 LUGGAGES 30€
UNTIL 3 LUGGAGES 20€
FROM TRAIN STATION
FROM TRAIN STATION
FROM TRAIN STATION
THE PICK UP POINT OF THE NETWORK
PERSONAL ADDRESS (out of the network)
PERSONAL ADDRESS (out of the network)
in fixed points of the service network
EXTRA LUGAGGE 5€
in the urban area of milan
EXTRA LUGAGGE 5€
in the urban area of milan
PRICE FOR ONE PERSON
We provide FREE INSURANCE in case of malpractice. But you can also choose the PREMIUM INSURANCE for just 10 € to guarantee a full refound in case of any kind of accident. USE THE APP TO TRACK YOUR LUGGAGE IN REAL TIME
ARRIVE AT THE TRAIN STATION
GET TO KNOW OH MY BAG!
CUSTOMIZE THE DELIVERY & PAY
SERVICE SYSTEM ONSTAGE & BACKSTAGE
WELCOME THE TOURISTS
DEPENDING ON THE DEMAND, THE STAFF ORGANISES THE STORAGE / NETWORK DELIVERY
TRACK THE LUGGAGE ENJOY THE CITY
LUGGAGE DELIVERY AT PICK-UP POINT
EVALUATE YOUR EXPERIENCE
MOVE ALONG THE PICK-UP POINTS
NOTIFIED THE DELIVERY TO THE USER
DIGITAL & PHISICAL TOUCHPOINTS
1 NETWORK 3 STANDS 6 STAND OPERATORS 2 VANS 4 DRIVERS 2 HOTELS CHAIN 11 PICK UP PINTS
HOW IT WORKS Counting on the agreement with UNA and Mercure Hotels and on three Stands, each located in the three main stations of Milano Centrale, Garibaldi and Cadorna, the service comprises a total of 11 pick-up points. Suitcases are moved by using by 2 Fiat Ducato vans. One of them constantly moves along the pick-up points, the other is in charge of customized deliveries. When bags are left, they are provided with differently coloured tags depending on whether the delivery is customized or not. This way, each driver can easily collect the bags. As for the time, users are informed that the minimum required time for the delivery is four hours upon drop off, to ensure that the van has sufficient time to reach its destination. The user can track his luggage through a toll-free number, a website and an App, which will notify him once the delivery is complete.
SAFEKEEPING One additional option is for people who donâ€™t need to move their luggage but just to store it. Oh My Bag offers storage space at the stand or at fixed points around the city. The service costs just for 1 â‚Ź hour, up to a maximum of 24 hours.
FLORESTA LUZ A LIGHTING PSS FOR BRAZIL
light low income house brasilidade sustainability wood quality of life innovation usability price-conscious syncretism natureza energy-efficient LED technology aesthetic flexibility
YEAR _ 2014-2015 WORK TEAM _ B. Bonifácio, E. Tecce, M. Koop, N. Fukushima, P. H. Dier Francisco, T. Cunico Volpato, V. Jacob, W. Junio PARTNERS ACCORD ILUMINAÇÃO, http://www.accordiluminacao.com.br NDS, Núcleo de Design e Sustentabilidade SENAI, Serviço Nacional de Aprendizagem Industrial, D. de Hercule, L. Lago SUPERVISION Prof. FRANCESCO ZURLO Prof. Dr. AGUINALDO DOS SANTOS, Head of the NDS of UFPR PERSONAL CONTRIBUTION Trends Reserach & Analysis, Concept Development, Field Work, PSS Development, Product Design, Overall Visual Presentation
PRODUCT SERVICE SYSTEM DESIGN
CONTEXT In the past few years Brazil has been able to sustain economic growth while reducing social and regional disparities. Social inclusion has been one of the major priorities of the Brazilian Government and its policies have strongly reduced poverty and inequality. However, with the post-crisis economic slowdown, Brazil will have to redouble its efforts to keep promoting social inclusion and development. Part of this effort must be put on the development of energy issues-related solutions. The general purpose of this project is the realization of a lighting product-service system using wooden lamps and LED technology. This targets A/B Classes and successively Social Housing, with the aim of minimizing the environmental and socio-economic impacts of the productâ€™s life cycle . At the same time, it offers feasible (economically) solutions.
APPROACH My experience in Brazil started in February 2014. During my time at design department of the Universidade Federal do ParanĂĄ I followed three PSS (product service system) practice phases (Rozenfeld Method mixed with MSDS and MEPSS) until the product development stage. After that I started working on the PSS independently, but always collaborating from afar. The process required: ethnographic research, generative research, context mapping, semi-structured interviews and surveys - both with the lighting company and the final users. Strategic analysis, fieldwork, in-depth market research, game storming, creative workshops. Innovation is not about coming up with improvements of existing services or products. It lies in creating entirely new offers and markets that do not exist yet, promoting innovations at a system level, characterized by radical renovation from an environmental, social and economic point of view.
â€œ Design can help to improve our lives in the present, design thinking help us chart a path into the futureâ€? T. Brown
Photo taken during field work in the suburbs of Curitiba, visiting Social Housing and Favelas, trying to identify people needs and desires
OVERALL PROJECT BACKGROUND
In 2030 Brazil will be
Residential electricity consumpion of low-middle households
largest energy consumer in the world.
Well - lit environment perception
<< Low-income population emulating the consumption patterns of the richer population to enhance their status.>>
Economic classes by income (R$) CLASS
Active Industries in the Brazilian lighting sector in 2014 Q
is a decorative wooden lamps producer. THE SUCCESS-DIFFERENTIATION-KEYS OF ACCORD
Family Tradition Materials Dedication Originality
Accord Iluminação Evaluation
NEW KEYS TO IMPROVE COMPETITIVENESS
Innovative Technology - LED Innovative Meanings Interaction With Users Digital Experience
Quality _ Sustainability _ Exclusivity _ Customization _ Lead time
RESULTS Floresta Luz is the result of a design thinking process, developed to rethink the whole experience of using, distributing, accessing and sharing content. It is a product-oriented system aiming to improve the lighting and environmental quality of Brazilian living rooms. The system is powered by an eclectic and transformable wooden (imbuia) luminaire comprising LED technology (stripes) and fresnel lenses. The introduction of LED represents the strong suit to promote sustainable behaviors while saving money on the electricity bill. The reward is a great gain in efficiency! Floresta is a creative instrument that allows the user to play with dynamic light, personalize his house, communicate a feeling, enjoy, be part of the making of, and get interested in the online platform power. The light becomes a tool to express individuality, particularity and personality. Developing this kind of PSS, Accord has the chance to become the leader of the “ Tropical - LED - Revolution”. Accord can offer emotional lighting products which talk about Brazil. The PSS also works as a pilot to evaluate what kind of offer the firm Accord Iluminação should propose in the future to seduce the social housing households and enter in the low-income market.
payment for LED technology
supplier of LED technology
training course for led technology
LED TECHNOLOGY producer/provider
1 6 prepar the product and send it
pss and sustainablility infos
delivery | return | discard | recycle of the luminaires
3 STORES A/B CLASS USERS
fidelity program service infos
kit up-grade purchase
installation and assistance
FLORESTA LUZ SYSTEM MAP
CUSTOMIZATION PLATFORM OPEN MAKING DESIGN
In the online platform you can find: Service infos Newsletter Product infos Sustainability Certification Decorative Components
Letâ€™s get yours!
Online purchase Accord send to you Home delivery
INSTALL & MAINTAIN
Need Help? CONTACT ACCORDSUPPORT
Installation Online support Customer assistance
You get great lighting
Create atmospheres Buy or create more Receive the new kit
ONLINE SUPPORT + CUSTOMIZATION PLATFORM
BOOM THE SECRET OF MADE IN ITALY
TEMPORARY LUXURY RETAIL
food networking temporary luxury Made in Italy exclusivity urban dimension customized engagement design shopping cultural heritage social player
YEAR _ 2013 TEAM _ 6 designers PARTNERS Prof. MICHELE ROSSI from PARK ASSOCIATI PERSONAL CONTRIBUTION Trends Reserach & Analysis, Concept Development, UX Design, Visual Presentation
SERVICE + SPATIAL DESIGN
CONTEXT Since the 1980s, the luxury market has grown at a rate of about 10% per year, much more than the world economy. In the next few years this market is deputed to grow by about 5 to 6 % per year worldwide and by even more than 10 % in Asia. China is thought to became worldâ€™s largest luxury market by 2020. The main purpose of the project, was to develop a service design-oriented, temporary luxury retail solution.
APPROACH The research focused on the food, design and fashion sectors, combined with the Chinese luxury trends. Subsequently, the group studied how the public shops, including deep analysis of the shopping and non-shopping experience, the customer interaction with temporary solutions, networking, the interface between people and the city, the personas, the strategy of selling, and above all, the user involvement.
RESULTS BOOM! is not a simple pavilion. It is a space where it is hard to distinguish between business and pleasure. In combination with these initiatives, BOOM introduces the social media channel as a new business strategy of selling. Through credibility and visibility, both Italian and Chinese design could open unexplored market segments and new business opportunities.
buy italian furniture media TV SPOT
prolong the experience brand retail
check the email tools
staff tv troupe designer
video furniture partecipate on a tv show
“To be a good designer, you need to look a little deeper into how people think and act ” P. Boag
USER JOURNEY MAP
HOW IT WORKS The italian pavilion travels across China starting from the city of Hongkong, one of top ten luxury cities around the world. 5 cities, 5 days, 1 traveling exhibit, 1 exclusive event. In each city, three participants can experience a one of a kind Italian night: they can enjoy a customized environment, have a delicious dinner and share this magic moment with 15 guests. In addition, the whole of China can watch the event on TV or directly from the urban squares, transforming the event in a sort of reality show. BOOM is the first setting where two countries work together to export and mix the qualities of their own design products. Nothing is left to chance. The tour and the daily schedule are finely programmed. Things such as the time needed to reach the five cities, the time require to assembly and disassembly it, the levels of engagement, the sponsors and the communication strategy are taken under consideration.
UNCONVENTIONAL LUXURY ESPERIENCE BOOM breaks the rules and speaks about luxury using different languages and channels. Usually, luxury goods are only accessible and affordable to a small portion of the population. Thanks to BOOM, everyone can touch by hand the essence of exclusivity and experience the luxury feelings and meanings. BOOM is able to seduce the customers due to its â€œPerson to Personâ€? communication approach.
IFENG TV SYSTEM
IFENG FASHION INTERNET
IFENG NEWS APP. RADIO
NEWSPAPER IFENG MOBILE
SQUEEZE BOX POP-UP FRUIT HOLDER
science new frontiers cloning brain exercise personalized toy everyday object modeling pratical useful innovative made by hand fruit flexible imaginative
YEAR _ 2013 TEAM _ 4 designers PARTNERS MUST Museum _ Museo della Scienza e della Tecnologia di Milano PROGRAF Soluzioni Grafiche EXHIBITIONS FUORISALONE 2013 “Food Design Factory” by CODE, Brera District FUORISALONE 2013 “Light Me Up”, Alzata Naviglio Pavese, Tortona PERSONAL CONTRIBUTION Trends Reserach & Analysis, Concept Development, Prototyping
CONTEXT Museum of Science and Technology (MUST) of Milan wanted new products to sell at the MUST Shop, having as main theme the museum itself. Starting from a huge research about New Frontiers and about cloning, Squeezebox was born. Trying to deduce the link between genetics and design, the team invented a modern and practical fruit holder.
APPROACH The research was carried out during the laboratoryâ€™s activities at MUST, combining studies on cloning, in depth analysis of mass production by molding, as well as questionnaires and semistructured interviews with visitors.
RESULTS The team studied the desirability of the product and create an attractive fruit holder made by a unique piece of paper molded with ordered triangles. Its peculiarity is the double feeling it conveys to you, thanks to the use of different materials: the roughness of the natural washable craft paper merged with the brightness and smoothness of the inner plasticised surface. Starting from a unique piece, you can create three different shapes and obtain three different holders. It is very easy to use and it is suitable for childrens. More info about the projects and the exhibition on Domus Web:
â€œTo simplify complications is the first essential of successâ€? G.E. Buckle
EDITORIAL AND BRANDING
CONTEXT A couple of sisters from Russia living in Italy, a sommelier and a manager, wanted to create an annual magazine about Italian food and beverage, about culinary art, luxury products and lifestyle. The Italian cuisine is famous all around the world, hence wanted to share these great traditions in a magazine addressed to an Elite, to business man or woman, to the regular customers of the best restaurants of the peninsula.
APPROACH At first, the attention was drawn to publishing market of luxury and food magazines. I studied how to reach and catch the selected reading audience, trying to mix elegance and traditions. The reserach for the right name and logo type required significant effort , particularly due to the importance of the â€œheadlineâ€? for people to recognize it and to establish an emotional appeal to it.
RESULTS With approximately 100 pages in English and Russian, UVA was born in San Marino, but aimed to reach in the next months, the heart of all the international Italian food and wine lovers. The first edition of UVA will talk about wine, truffle, lifestyle and so on, offering to Italian and international companies and advertisers a showcase to promote their brand and increase product sales.
GRAPHICS & CO.
“Vintage Girl” personal project
2017 LOGO & BUSINESS CARD Yellow version for the new B&B “Maison Il Melograno” located in San Marino
Illustration made for the contest â€œDieci Paroleâ€? by Italianism
Sketch for a Silent Book about dogâ€™s habits
+39 333 28 48 897
user name: weckly
via dei Frassini, 6 - 47893 Borgo Maggiore, San Marino
Service Design projects and much more...