Service Design Portfolio

Milan • Jan. 2020

Service Design portfolio

MARIANA ESCALANTE R.S.

Architect / Service designer Via Fabio Filzi , 19. 20124 MI, Italia escala11arq@gmail.com +39 34 80 59 01 99

Milan • Jan. 2020

LETTER TO THE FUTURE Hello, my name is Mariana.

Space, service and experience designer. (with a weak spot for aesthetic.)

I´ve lived in Milan, Madrid, and Mexico.

I have a passion for discovering places, people…insights. I love connecting the dots and see where possibilities can lead you, I´m trustworthy and a team player.

As a citizen of 2020, I can say cities are vessels for freedom and possibility.

Technology has become a source of infinite possible dimensions. Our world is now full of interactions, some of them take place on fiscal spaces, others appear to be intangible almost invisible, but extremely significant.

Services are now one of the main channels in which we interact as a society.

We move, eat, learn and talk thought service-oriented platforms. Services are also growing to be experienced throughout which we discover ourselves as individuals: what we like, how we like it.

Whether you are a custumer or an employee, the service economy is here to change our lives.

My goal is to deal with this complexity.

My dream is to contribute creating ecosystems that keep accelerating the potential of humans. Create engaging spaces, context-aware services, and powerful experiences. I intend to do so with a curious and user-centric approach.

Mariana Escalante

EDUCATION Poli.Design. Milan. 2019-2020

Service Design master Universidad Iberoamericana. Mexico. 2011-2016

Architecture Bachelor

Colegio Imagen Publica

Environmental Branding Service Design Mexico

Service Design Introduction

(Thesis Distinction)

Jumex Foundation

Politecnico de Madrid 2013-2014

Revitaliza consultores

Exchange program architecture

INTERESTS Strategic design Branding New business Interior design Hospitality sector Event production

Milan • Jan, 2020

EXTRA COURSES

Theory of space and place Leed Architecture principles

SKILLS Software

Soft Skills

Languages

Office suite Adobe suite Autocad Sketchup Revit

Team work Creativity Empathy Problem solving

Native Spanish Fluent English Basic Italian

Timeline

ROLDAN ARQUITECTOS Architecture. Project Manager 2016-2019 High-end residential design, construction, and supervision.

Client relations, budget management, research, graphic presentations. Contractors management: Builder, electric, hidro sanitary, HVAC, drywall, painters, tiler, carpenter, etc.

PROFESSIONAL EXPERIENCE

LUIS BARRAGĂ N Architecture. Drafting. 2016.

Presentations, blueprints, research, models.

ONFITNES

Milan • Jan, 2020

Interiors. Brand manager. 2016.

CREATIVO 33

Unify brand design in all business locations, New building remodeling and maintenance, plans and logistics.

Budget and contractors management.

Events. Event producer. 2012-2019 Event coordination. Sales. Event design. Event layout.

Main day coordination and supervision. Contractors management. Lightning, sound, decoration, security, logistics, catering. High-end events 500-2000 people.

BLEND SHOWROOM Interiors. Sales. 2013.

Sales, interior design proposals. Shiping co-management.

Client relations.

Mercadoni Grocery delivering Startup Consultancy project.

Doula Support for new mothers.

Service Design for a new business.

Ă steri Mediterranean food restaurant.

Service Design for a new business.

Milan• Jan, 2020

Service Design Works

Mercadoni We do it for you

Project:

Service design consultancy for a startup.

Context:

Mexico City.

Service design workshop Real case study project. 2 months

Challenge:

Choose a design a strategy that helps improve sales.

With the help of quantitative and qualitative research, my team and I decided to focus on designing a strategy that would help the company improve its positive reviews, and therefore improve revenues. We intended to accomplish this by sticking with their original value proposition: Deliver groceries in less than two hours from the booking moment.

Tools used: Secondary research, one on one interviews, evaluation matrix, archetypes, personas, what if, service image.

Quantitative Analisys results:

Design hypothesis

Concentric circle centers To meet the value proposition, we designed a strategy that consisted of dividing neighborhoods into areas of opportunity and assigning them with a supermarket as a circle center.

This idea came from understanding that users gave the best reviews to orders that further away from the supermarket. This was not a sustainable factor for delivery.

How it works: Delimitate area.

Work on developing the area to it´s full potential.

Once the right metrics are met, escalate to the next area.

Special thanks to teamates: Rodrigo Sanchez / Gabriela Favila I took active role in the entire journey of the proposal.

“Circle centers� is a way of continoulsy prototyping the startup into their best methods and practices.

Mercadoni Fast-track

A lane reserved for delivery based purchases.

"Paying process is one of the most umpredictible factors for delivering the products on time."

-Mercadoni delivery man.

Results / Lessons Learned

The results of this analysis were presented to co-founder, marketing director, and operations director.

The feedback received was that the solution proposed for a fast track lane could involve a lot of negotiation and depended mainly on the decision made by the supermarket directors, however, the insight about focusing efforts on possible clients that are closer to supermarket, in their words, would be an opportunity to increase satisfaction levels on a substantial group of people.

Doula

Emotional and educational care for new mothers

Project:

Service for mother´s to be.

Context:

Milan, Italy.

Design Lab, Poli.Design + H-Farm.

Ongoing

Challenge:

Design a service that acompanies women in the process of becoming a mother.

On the frame of a service design lab, I and an international team decided to Design a new service that enhances the experience of becoming a mother.

This project aims to attend the gap between Italian National Health System and new mothers, the ability to develop personalized attention and help during this lifechanging event is currently being compromised by the structure of a public system.

Tools used: secondary research, one on one interviews, ecosystem map, journey map, business model canvas, cocreation sessions.

Design hypothesis

Continuity and communication The service aims to take existing Doula´s organizations (community of woman in charge of helping the mother pre, birth and post-birth) and insert their figure inside the structure of a private medical institution.

With the help of a platform, the service will allow communication, sales, and useful information between mothersdoulas and obstetricians.

The business model is a B2B service, where private clinics will hire the service as part of their medical offer, the revenue streams come from hours booked with each Doula.

Special thanks to teamates. Stacey Lyn, Renae Elkassih, Claudia Altieri, Dianora Pecchioli I took active role in the entire journey of the proposal.

Graphic design was leaded by Stacey Lyn.

A strategy for making an inclusive service is to position the platform as a site for useful information and community events.

Doula journey

Results / Lessons Learned

The results of this project are currently ongoing, so far, we have been able to develop insightfull interviews with many of the stakeholders: mothers in Milan, Doula associations and representatives of private medical centers.

We have started the co-creation of the service by incorporating Doula´s and mother´s opinions into the service journey. The feedback received from the tutor’s panel has been to further explore the best solution for a business model that addresses the interests of all our key partners.

Ă steri

A good taste constellation

Project:

New restaurant development.

Context:

Mexico City.

Mero Mole agency design challenge for hiring. 2 weeks

Challenge:

Understand market necessities and develop an innovative restaurant concept.

Design a new restaurant concept that addresses working professionals in Roma neighborhood.

This project was meant to design an original yet viable solution for a new business.

The process involved benchmark of existing options in the neighborhood, interviews regarding preferences, habits and pain points of the middle working class of the area to create an innovative concept.

Tools used: One on one interviews, secondary research, Research safari, personas, brainstorming, prototyping iterations, service image.

Design hypothesis

Fast Food meets Cozy The results given by research proved that users were searching for healthy and satisfying food, served fast. They looked for a comfortable environment that allowed socialization and occasional workspace.

This was the main driver that led me to talk with foodies and develop a concept of ready-made lunch boxes, inspired in Mediterranean food.

This allowed a dynamic in which people can easily choose their food, pay while having the option of diverse sitting formats. To complement the business model, a healthy product store was proposed inside the restaurant, allowing extra cash flow into the not very expensive regular ticket.

Special thanks. Tania Castro for renders.

This is a personal project.

Ă steri

Interiors

Asteri, star in Greek. The concept of this restaurant celebrates ancient traditions on connecting the study of the sky with harvest seasons.

Results / Lessons Learned

The proposal combines a fast food place dynamic with a slow food offer.

The interiors were inspired by neutral tones with occasional pops of color, greek iconography, and a mobile centerpiece to make an illusion of the moving cosmos.

The goal was reached: sixty seating spots and a value proposition that could sustain an average ticket of 10 euro. The main feedback was about the food product store, which was set in the upper part of the restaurant, this is not the best for visual merchandasing and therefore was seen as a possible improvement.