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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 it’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

PRODUCT DESIGN


EDITORIAL PROJECTS

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

10.000

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

40% SHOP

35% WORK

46% SCHOOL

60% SOCIAL

In case of trips of more than 1.5 km, the % decreases radically.


WHAT IF...

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

3/4 DAYS

ANNA 50 | GIANLUCA 42

Interested in: trade show, conferences, private business Avarage staying

2/3 DAYS

How much spare time

69,7 %


moves and delivers luggage, in real time, to allow people to feel free and enjoy the city of Milan.

STANDARD DELIVERY

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€

DIRECTLY TO

in the urban area of milan

EXTRA LUGAGGE 5€

DIRECTLY TO

in the urban area of milan

PRICE FOR ONE PERSON

DIRECTLY TO

Hotel b&b

Office

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


BLUEPRINT

ARRIVE AT THE TRAIN STATION

GET TO KNOW OH MY BAG!

STORAGE

PREMIUM

??!!

GROUP

USER EXPERIENCE

CUSTOMIZE THE DELIVERY & PAY

SERVICE SYSTEM ONSTAGE & BACKSTAGE

WELCOME THE TOURISTS

DEPENDING ON THE DEMAND, THE STAFF ORGANISES THE STORAGE / NETWORK DELIVERY


Hotel

TRACK THE LUGGAGE ENJOY THE CITY

LUGGAGE DELIVERY AT PICK-UP POINT

EVALUATE YOUR EXPERIENCE

Hotel

MOVE ALONG THE PICK-UP POINTS

NOTIFIED THE DELIVERY TO THE USER

COLLECT FEEDBACK


DIGITAL & PHISICAL TOUCHPOINTS


1 NETWORK 3 STANDS 6 STAND OPERATORS 2 VANS 4 DRIVERS 2 HOTELS CHAIN 11 PICK UP PINTS

U

U U

M

U

U

M

U

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 don’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 ₏ 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 product’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.


“ Design can help to improve our lives in the present, design thinking help us chart a path into the future� 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

80%

In 2030 Brazil will be

7th

Residential electricity consumpion of low-middle households

largest energy consumer in the world.

Well - lit environment perception

NO 15%

YES 85%

<< Low-income population emulating the consumption patterns of the richer population to enhance their status.>>

Economic classes by income (R$) CLASS

LOWER LIMIT

UPPER LIMIT

CLASS E

0

1.254 R$

CLASS D

1.254 R$

2.004 R$

CLASS C

2.004 R$

8.640 R$

CLASS B

8.640 R$

11.261 R$

CLASS A

11.261 R$

- R$

600

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

L

S

Accord Iluminação Evaluation

NEW KEYS TO IMPROVE COMPETITIVENESS

Innovative Technology - LED Innovative Meanings Interaction With Users Digital Experience

C

E

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

SENAI

COPEL

1 6 prepar the product and send it

2

purchase

pss and sustainablility infos

delivery | return | discard | recycle of the luminaires

home delivery

CORREIOS FRETEBRAS

ACCORD Iluminação

2

3 STORES A/B CLASS USERS

SALESMAN

4

fidelity program service infos

kit up-grade purchase

installation and assistance

FLORESTA LUZ SYSTEM MAP

ONLINE PLATFORM

home delivery

product presentation

SALESMAN

on-line purchase

Maintenance Kit

DECORATIVE KIT

CUSTOMIZATION PLATFORM OPEN MAKING DESIGN

5

In the online platform you can find: Service infos Newsletter Product infos Sustainability Certification Decorative Components


STORYBOARD

BUY

Letâ&#x20AC;&#x2122;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

CUSTOMIZE

Create atmospheres Buy or create more Receive the new kit

Create Yours!

ONLINE SUPPORT + CUSTOMIZATION PLATFORM

Secondary Kit


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&#x20AC;&#x2122;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

feedback

word-of-mouth

promote

ADVERTISING

MEMORY

register SUBSCRIPTION

cities connection

THE REALITY

check the email tools

PEOPLE PLACES

ACTIONS

email PAMPHLET

staff tv troupe designer

chef

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&#x20AC;&#x153;Person to Personâ&#x20AC;? communication approach.


IFENG TV SYSTEM

PHTV

TV

V-IFENG

IFENG FINANCE

IFENG FASHION INTERNET

MAGAZINE

IFENG FINANCE

IFENG WEEKLY

CAR-RADIO

IFENG NEWS APP. RADIO

NEWSPAPER IFENG MOBILE

U-RADIO


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


PRODUCT DESIGN

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&#x20AC;&#x2122;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:

http://www.domusweb.it/it/notizie/2013/02/14/politecnico-light-me-up.html


â&#x20AC;&#x153;To simplify complications is the first essential of successâ&#x20AC;? 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&#x20AC;&#x153;headlineâ&#x20AC;? 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

Color Palette:


Illustration made for the contest â&#x20AC;&#x153;Dieci Paroleâ&#x20AC;? by Italianism


Sketch for a Silent Book about dogâ&#x20AC;&#x2122;s habits


FROM

BENVENUTI

NELL’ANTICA TERRA

DELLA LIBERTÀ

San Marino

WITH LOVE


CONTACTS

elena.tecce.990@gmail.com

+39 333 28 48 897

www.linkedin.com/in/elenatecce

s

user name: weckly

via dei Frassini, 6 - 47893 Borgo Maggiore, San Marino


Portfolio  

Service Design projects and much more...

Portfolio  

Service Design projects and much more...

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