Estibaliz Legarreta Portfolio 2016

E s t i b a l i z L e g a r r e ta -portfolio-

a b o u ta bmoeu t m e Hello there! I’m Estibaliz Legarreta, a young design enginner. I’m 25 years old and I live in Bilbao.

I consider myself a sweet and naïve girl. I am friendly, easy going and full of positive energies. I love learning, pretty much about everything. I love travelling and meeting new people. I like art, design and architecture, of course. But I also enjoy daily life’s special moments like a sweet coffee with friends or a good movie at the cinema with my boyfriend and some popcorns.

Now that you already know a little bit about me, I invite you to see some of my finest works, especially if you are a cool and nice talent recruiter! :D

E// bsi l bta oi//b1a7 - 0l4 -i1z9 9 1 L e g a r r e ta To Whom It May Concern, my name is Estibaliz Legarreta. I am a product design engineer however my interests go further. I firmly believe in adding value through other intangibles like service, user experience, or branding using the Design Thinking methodology and working in multidisciplinary teams. My experience proves that it is the best way to solve problems, moreover it is very enriching.

Professionally I would like to work in a creative company executing designs that would add value not only for the user but also for the company. Would you like to know more about me? Then do not hesitate to contact me.

estibaliz.legarreta@gmail.com

experience

+34 633 200 920

e d u c at i o n

dec - nowadays // 2015 - nowadays // zumaia

2016 - nowadays// Universidad internacional valencia

industrial engineer - macarbox

Master in secondary education teaching

Design and develop industrial machinery for processing carton. Designing the components of the machines and prepare technical drawings for production.

Teaching knowledge through educational psychology and teaching in Secondary Education, High School, Vocational Training and Official Schools.

FEB - Jun // 2015 // Copenhagen

2013 - 2015 // mondragon unibertsitatea

service designer - Crone & co.

Build and develop a new business model related to the wine market in Copenhagen. Analyse the ecological impact, design the service, the user experience and the model of the winery.

Nov - JAN // 2014 - 2015 // Oñati

concept designer - ulma

Conceptualize and represent in a graphic and visual way some elements for building integrated photovoltaics.

Master in Strategic product and service design

Create and develop strategic intangibles that add value to the company and the marketplace from the user centred design method.

2009 - 2013 // mondragon unibertsitatea

industrial design engineering

Create and develop new products that add value to the company and the marketplace.

skills Oct - JuL // 2012 - 2013 // Mondragon

ux/ui designer - orona

Strengthen the Orona brand through lighting and interaction in their elevators, in order to improve the user experiece.

projects noV - JAn // 2014 - 2015 // mondragon

UX Designer - Laboral Kutxa

Redesign the Laboral Kutxa’s platforms in order to improve the user experience and the brand’s values.

jul - oct // 2014 // bilbao

Producer - Cómo conocí a la chica de ludisoft

Help in the production of the Como Conocí a la Chica de Ludisoft Webserie.

adobe programs

cad programs

Photoshop Illustrator InDesign Premiere

Solid Works NX Unigraphics Autocad Solid Edge

Other skills

others

Perseverance Motivation Design Thinking Creativity Teamwork Flexibility

HTML & CSS Arduino InVision

driving license B type driving licence

languages spanish

basque

english

My proccess As an engineer I’ve been taught to work always with a clear methodology, and being data driven.

However I like breaking the rules searching not only for proven quantitative data, but also qualitative and using it blowing my creativity.

I like working with the design thinking methodology, focusing on the user needs. I believe that if I design for people, people must be on the focus.

From my perspective, in order to analyse the user needs it is necessary to be right there where those needs happen, understand the context of use and search for the insights that might be found anywhere.

design thinking Desirability

Design thinking can be described as a discipline that uses the

i n n o v at i o n

Human

designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity, all framed in environmental sustainability.

Feasability

Viability Bussines

Technology

Sustainability

E x p l o r at i o n

Analyse

Empathize

Define

Phase in which the project context is analysed in depth: the environment, the competition, the client, all the touchpoints that might be related with the product or service and of course the user.

It is the perfect phase to detect weaknesses and strengths, numerous early opportunities and insights from the user’s perspective that will allow the final solution to meets the user’s, client’s or market’s needs.

TOOLS: DEPEST, STAKEHOLDERS MAP,

TENDENCIES MATRIX, FUTURE SCENARIOS, INTERVIEWS, EMPATHY MAP, BRAND DRIVEN INNOVATION, INSIGHTS DAFO,…

i d e a g e n e r at i o n

Create

Re-think

development

Develop

Prototype

Test

Phase in which taking into account the defined positioning, creativity techniques are use to devise new concepts. The enrichment of this phase is not given by their quality, but quantity. Finally, most potential ideas are selected, the ones that will add value and quality in its development on the following phase.

Phase in which after choosing the most potential concept it is defined in detail until its final display. This phase is also important to perform functional prototypes before production or implementation, to detect problems and improvements in time.

TOOLS: CREATIVE SESSIONS, EXPERIEN-

TOOLS: BLUE PRINT, STORY BOARDS, PER-

CE MAP, VIP METHODOLOGY, BUSINESS MODEL CANVAS, BLUE OCEAN STRATEGY, WHAT IF…, VALUE PROPOSITION MAP…

SONAS, ROADMAP, STRATEGY MAP, PROTOTYPE, 3D MODEL, EYE TRACKING, PANA-X, FACE READER...

My works Now that you know about me and the process and tools I love to use, it is time to show you my finest Works.

You will be able to see mainly projects related to Service Design. Holistic solutions that needed to include fields like user experience, user interaction, branding, people organization‌ in order to create an user friendly service, competitive and relevant to customers.

I would like to mention that some of the works that you are about to see came true, thanks to a great teamwork formed first by university colleagues that became really especial friends. That’s why Nerea Amesti and Nora Inoriza deserve an honourable mention on this portfolio.

1

The wine factory

5

garatuz

7

euskal PArk

9

travioor

11

orona

The wine factory The Wine Factory was my final master’s project (2015). I had the opportunity to work on it as an intern in a very hygge office in Copenhaguen, Crone & Co. The aim of this project was to create a new business related to the wine industry due to the arising market demand.

In order to develop it, I used the Design Thinking methodology. The outcome was fantastic. After a huge analysis and an idea exploration the core idea was clear. The Wine Factory, a great service in terms of sustainability and user experience.

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THE WINE FACTORY COPENHAGEN

research and problem The beer is the traditional drink of the country. It’s consume is very high and it is very extended in every social classes and groups. Nevertheless, the wine consumption has risen and in the last decades the wine has overtaken the beer.

vs.

Sales of the alcoholic drinks from the 2011 to 2013

However, the alcohol price is very high and Denmark, doesn’t produce wine. This makes wine price higher due to the exporting and package taxes. However if bulk wine could be exported, a huge amount of botles will be saved, having a cheaper and more sustainable wine.

sustainability comes first!

3.8 % 3.5 % 3.5 %

2011 2012 2013

2011 2012 2013

4%

5% 4.5 %

Denmark is well-known for leading green and sustainable lifestyle. This fact questioned if drinking wine was sustainable or not. After a huge analysis on the wine’s life cycle so as the packaging, the key insight was revealed.

Imagine that 27,000 litres of wine were exported from Bilbao to Copenhagen. Bulk wine on the first case and bottled wine on the second. When the 27,000 litres of wine are spent, in the second case, 33,264 bottles will have been used, while in the first, a total of 6,653 bottles will have been used assuming that each of the bottle has been recycled 5 times. We are saving 26,611 bottles per 27,000 litres of wine.

x 5 times 1

From Winery to Seaport

2

From Seaport to Seaport

3

From Seaport to Winery

4

Buy the wine and drink it

5

Local Bottle Glass

27,000 l. of BULK WINE Distributed in one Tank Container

28,6 Kg CO2

107.5 Kg CO2

Clean the Bottle

6

Waste or Recycle

Waste of Water

1 Kg CO2

4

27,000 l. of 0.75 cl. BOTTLE WINE 11088 WINE BOTTLE in each container A total of 3 Containers

Buy the wine and drink it

5

Waste or Recycle

Imported Bottle Glass

85.8 Kg CO2

107.5 Kg CO2

1 From Winery to Winery 27,000 l. of BULK WINE Distributed in one Tank Container all by a truck

484 Kg CO2

3 Kg CO2

key insight 2

BRAINSTORMING AND DEVELOPING... â‚Ź

Take some food and go Take some food a bottle of wine and go

2

food stand

1

KITCHEN

Take a wine bottle and go 3

food tools

WC BOOK STAND

3

Scenarios

STORAGE

food stand

After all this research, the idea was clear, exporting bulk wine from Bilbao to Copenhagen in a sustainable way. After a brainstorming, the idea of selling the wine from huge barrels appeared, and it started to be developed with tools like, a customer journey maps, personas mood boards, blueprints‌

ENTRANCE

merchandising

Take a bottle of wine and sit Take some food, a bottle of wine and sit

THE WINE FACTORY COPENHAGEN

A disticntive wine that has been bottled by the consumer himself!

The Wine Factory is a new business that provides exceptional and outstanding wine in a sustainable and ecological way for wine enthusiasts that would love to taste the best wines of Spain in an affordable and economic manner.

The Wine Factory is not just a place where good and qualified wine can be drunk. It Is a place where people can experience and live the wine from the very beginning.

Wine lovers can bottle the wine by themselves from the huge barrels, brought from Bilbao, so they can sense it, smell it and taste it, filling the bottle with the wine and corking it in order to have a special and unique wine bottle, ready to be drunk and enjoyed.

The Wine Factory enables the user to experience the wine in an exceptional way. How? The user after getting an empty bottle and paying for the chosen wine, he is able to access to the barrels to fill his bottle.

But of course, even the best wine should be accompanied with good food. That is why, wine lovers are also invited to order some food for the chosen wine

Sustainable tastes better The experience enhances sustainability. Why? Because once the consumer takes the bottle with the wine, drinks it and enjoys it, then, afterwards he should return the bottle back to The Wine Factory in order to get another one already cleaned and of course, for free.

So, let’s reuse them!

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g a r at u z Garatuz (2015) is a multiplatform banking experience designed in collaboration with Laboral Kutxa.

The aim of this project was to help Laboral Kutxa’s customers control their banking needs in the personal field: money movements, payments, personal banking products management‌ with the final objective of redesigning their actual platform.

On this project Design Thinking methodology was used but the main design drivers were a prospective analysis along a brand driven innovation focus. The result of all this leaded to a great renewed multiplatform banking called Garatuz.

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GARATUZ

SUSTAINABLE BANKING PLATFORM

What is Garatuz?

Garatuz is a service that enforces the cooperative and sustainable positioning that Laboral Kutxa has, displayed on a renewed multiplatform bank that has been redesigned in order to improve the user’s interaction and usability.

Sustainability empowered by Laboral Kutxa is divided in 4 sections. Economic, ecologic and social in a cooperative context.

On the other hand, Laboral Kutxa’s new platform is responsive so it allows to its customers to make their banking operations from everywhere.

GARATUZ SERVICE Laboral Kutxa’s new platform, includes a scoring system that measures the sustainability of the user in order to empower them to be ecofriendly, economically efficient and to consume on local and cooperativists businesses.

PLATFORM SECTIONS Online banking offers different options so that the client can manage his economy in the easiest and comfortable way, while taking part of sustainable development.

GARATUZ AND THE ONLINE BANKING With Garatuz, The user will be notified when banking products, actions or operations are managed by the digital channel and related to some of the sectors previously mentioned, through the platforms that composes the service. Moreover, the user will be able to see his sustainable evolution based on the goals set.

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euska l pa r k This project (2014) began because a parking service had been implanted at the university surroundings. Due to this new service, lot of students and professors were affected because they were obliged to pay for parking their car.

In order know the users’ real problems, the whole parking service was analysed from a human centred design approach. Cultural probes were given to participants in order to meet their needs, opinions, fears‌ All the information was gathered and synthetized in 5 different scenarios.

A creative session was conducted and that’s how Euskal Park was created.

This project was awarded by Mondragon Univertsitatea and Isea, a centre of innovation.

6

Euskal Park Parking in the Basque Country is a huge problem as the user has to pay for the initial planed time on the nearest parking meter, return and pay again if necessary, lucky if he does not forget and get a fine. Moreover, the interaction with these kind of machines is not intuitive, so lot of people complain.

With the new parking concept and the designed app, the user doesn’t need to be controlling the time of his car being parked because he won’t get any fine. He will pay once he gets his car again. This avoids having to a schedule in advance and have to be aware of this. In addition, the application will provide parking information to the device of the man that controls the parking, which can check whether the users are acting right or not.

1

Introduce the required info; the city, the area and the car’s number plate.

2

Click on “Park” and the timer will start counting, along with the price.

3

Once the user gets back to his car, he will just click on “Stop” and the counter will finish.

4

The user can pay in a really easy way while checking the bill.

5

Once the user has

Want to see

Euskal Park’s video?

payed, he gets a confirmation of the payment.

Click here!

7

TRAVIOOR Due to the current global trends, mobility has changed. We all have friends or family who for reasons of study or work have had to move to another country. Friends meetings are more difficult but Travioor has a perfect solution!

Travioor platform has been designed in order to improve the user’s experience, which allows user to connect from the very beginning with the platform. Then they can not only share their travel ideas, but also plan it, travel and take a pleasant memory of it.

This project was created on the 24 hours design challenge project in November 2015. This project won the contest.

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context Design Faktoria is an event that combines creativity and design, where students and professionals will respond within 24 hours to challenges posed by industrial and service companies.

The main objective is to emphasize the value of design as a key tool in proposing innovative products and services, and demonstrate it practically.

project Travioor is a company that makes travelling easier. Whether you’re a solo traveller, part of a double act, or venturing out on a group expedition, leave it to us and we’ll take the pain out of organising your trip.

Travioor saw the need to make it easier for international groups of friends to get together when organising a reunion for her university friends, now scattered all across the globe.

he is ramĂłn, and he needs to see his friends!

In order to make it posible, we created in 24 hours the usage of the platform so as the experience that will allow Ramon use Travioor to share travel ideas with his friends and decide where will they go.

click on the following links to see the videos

problem

solution 8

orona Nowadays the market is oversaturated with brands and products that offer items with similar characteristics. Besides competition it is increasing due to the growth and introduction of products from emerging countries. The tangible value of products is no longer cause for differentiation. For this reason, the intangible value of products and their brands is taking greater importance against the tangible.

Therefore, Orona has identified the need to define a design strategy that serves to define its future strategies for R&D + i, to help enhance their intangible value of their products and their brand through lighting and interaction, strengthening its brand and differentiating it from its competitors.

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Orona In order to strengthen the Orona’s brand, first an analysis related to their activities as well as to their brand was realized.

The vision, mission and brand values would determine the characteristics on the design process. So, as they claim to be, Orona is a commited, trustworthy and an agile brand that aims to be a re-

Orona Analysis

ference in innovation and sustainability.

In order to see if what they stated to be was true, an analysis was performed together with the users’ profiles to get to know how they interact with it, the travel experience, their perceptions towards lifts brands, the Orona brand and the product itself. It was concluded that the

Users Analysis

brand is distant and the lift is considered as a useful product but nor the brand or the lift are users neither lift nor the brand are parts of the user’s life.

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Product Analysis After user’s analysis, a product analysis was performed. An integral and holistic vision of the product was necessary, as

Competitors Analysis

an opportunity to identify elements from the elevator that needed an improvement that could be solved with lighting or interaction.

Also, Orona’s main competitors were

Lightning Analysis

analyse. This was a clue insight to see what other companies were working on in order to create the difference between Orona and them.

Many working areas were identified after the analysis, such as communication, signalization, fluency, personalization, control and entertainment.

Finally, lightning and interaction tech-

Interaction Trends Analysis

nology was analysed, to apply them on the elevator because even if technology evolves, this fact is not directly appreciated on the lifts.

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Creating concepts and developing them After the analysis a creative process started.

The process followed was based on the Bill Verplank’s user interaction methodology where first users’ affordances must be ana-

1

Abrazo Orona

2

Clima Orona

lysed, the possibility for action - the usability the environment offers people in a given situation. The user’s way of thinking is also analysed. Design must help people to understand what’s going on, the context and the paths that must follow. Finally, the feelings of the user are must be also analysed. The

Gestionando tu Lu

feedback between the object and the user El a scensor gestiona la i ntensidad d e luz que necesita must beLa well defined.de las luces aumentará o descend cabina. intensidad rá, dependiendo de la cantidad de personas que viaj So, when creating concepts to strengthen the Orona’s brand, these guidelines were

Bienvenida Orona

Cuando el usuario entra en un ascensor Orona, es recibido de forma acogedora mediante unas luces LED que se intensifican.

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taking into account in order to create a meaningful interaction experiences.

5

A huge bunch of concepts were created

but due to technological Destello Orona and economical Subim limitations, only few were able to prototype with LEDs and Arduino. They were tested by the users and the outcome was very well received because communication, signalization and fluency was improved while strengthening brand values.

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