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Gabriela Ichimura Portfolio

I am a Brazilian Designer, with research and Design Thinking skills to solve problems and create new strategies bringing to innovation. I am passionate for what I do, because I believe that through products and services we can provide better experiences for users, and as a consequence, provide small moments of happiness that makes all the difference in people’s lives. With a background in Industrial/ Product Design and a Masters’ degree in Service Design and Innovation, this portfolio is a demonstration of my experience in different industry sectors in London and Brazil. The first part shows the work I have been doing in the UK for almost three years. At Promise Communispace and MJV Innovation, I have applied creative skills, Design Thinking and Service Design tools to design better experiences and increase engagement for clients. My work involved using design, not only to deliver creative outcomes, but also as a strategic tool to solve-problems, identify opportunities and design and facilitate sessions with users and clients to co-create ideas. Additionally, research and service design skills were essential to evaluate services and understand the kind of support needed. Working for the Arts Council England, Scottish Social Services Council and Nesta, I have the opportunity to apply Design Thinking into different markets such as social areas and creative economy. I could experience design as a trigger to drive creativity and innovation as well as overcome challenges. I was able to apply Service Design, Design Thinking and research skills based in user experience to improve existing services, as well as storytelling and data visualisations as tools of communication. Design was a vehicle to change business perspectives on the importance of the human factor in the service. The work involved research to define the project scope, goals and user needs, problem solving, creative thinking, service development, prototyping and testing. My interest for different cultures allowed me to travel around Europe and Asia, where I could apply my skills in different design-research projects and understand how culture differences can provide a big impact in experiences. The second part exposes the work I completed in Brazil, working as a Packaging Designer Engineer for a global FMCG company. Back then, I gained a deep knowledge in Materials and Manufacturing Processes and use it to design packaging products and strategies for improving their production processes and increase user impact.

Promise Communispace How to market wearable technology? Client: Samsung The aim of the project was to investigate how consumers are using the Galaxy Gear and Note 3 through digital platforms; and identify opportunities to best market those products. Insights taken from research allowed the client to create strategies to market and advertise their product. My role was to conduct digital user research, uncover and articulate deep insights from research, lead synthesis for client report, connect insights to design and support the client on shaping strategy.

How to migrate to digital process and make the experience smooth and simple for customers? Client: Barclaycard Once Barclaycard has decided to change their services to 100% digital, how to make the process smooth and simple to all their customers? The project involved design and conduct digital user research, identify insights and lead synthesis for client report.

Happiness Architect Happiness Architect Community Happiness Architect is a social enterprise that designs collaboration for innovation and social capital. Started in London, Happiness Architect has decided to expand and create a new community in Tokyo; a community of social entrepreneurs and people interested in tackling social issues. By connecting likeminded people, the community creates an opportunity to start conversations and exchange services. My role in this project involved design and conduct qualitative research in Tokyo (interviews, participant observation, ethnographic research); map and identify target users for the community; analyse data gathered and synthesise them into visual insights.

Arts Council England Visualization for the Grants for the Arts programme Individuals

Arts organisations

The programme aims to support artistic and cultural experience across England. My role was to communicate the grant application process in a visual way through their digital platform ensuring better experiences for their users. It involved testing outcomes with target users and to ensure the design adheres to accessibility requirements with a bias towards dyslexia.


People who use arts in their work

Eligibility for the grant

Grant application process

MJV Innovation Innovation on the front page project Client: Brazilian Post Brazilian Post is an independent newspaper in London targeting Brazilian expats and Londoners with an interest in Brazil. Considering the challenge given: “How to increase numbers of newspapers delivered across London?” the project involved understanding the real causes of the problem and co-creating solutions that could be easily implemented according to tight budgets of a free newspaper. My role involved qualitative research (interviews, participant observation, desk research), design and facilitation of a workshop with client’s employees. This session was used to co-create new solutions and included a prototyping session within client. Results: The solutions created during the workshop represented a simple and cost effective way to distribute the client’s product to a wider readership.

MJV Innovation Inspiring People to Give Client: The Rainmaker Foundation The Rainmaker Foundation is a charity that focuses in connect donors to social causes. My role involved conducting a qualitative research among donors (prospect and current), charities and stakeholders, analysis of data gathered and synthesising them into visual insights, personas and user journeys, design co-creation workshop for new ideas and facilitation of a workshop with client’s employees. Results: All the insights presented to the client were used on their new marketing campaign and strategies.

Pre- service


Post- service

Expectation I’m passioned for the cause, but I need funding

Charity Word-of mouth

Email / Reports

Expectation I want to make a difference


The cause


Rainmaker Relationship/Trust management Mike’s leadership Expectation I want to support a project

Word-of mouth Donor Word-of mouth

Nesta Commons for Europe Commons for Europe project aims to create a digital platform for European cities to share and reuse applications that bring civic innovation. The project aims to bring civic technologists closer to governments leveraging the creation of smart cities. In this project my role involved research users, identify their needs, scope and define project criteria and design materials to support them, creating engagement and managing expectations.

Digital and printing supporting material: using design as a methodology to think strategically and design the flow of information to best engage users and create better experiences.

Nesta Digital R&D Fund for Arts & Culture Pilot Projects The Digital R&D Funds for Arts and Culture is a fund to support research and development projects that use digital technology to explore new business models and reach new audiences for organizations with arts project. My work on the Pilot Project of the Digital R&D Fund for Arts and Culture involved applying Human Centered Design tools on their digital platform to improve the user experience. The process involved structuring and organizing the information on the programme’s website, creating visuals that better explain ideas, wireframes and prototypes. It aimed to better explain the eight projects that were supported in this pilot programme, as well as engage new applicants for the new version of the programme.

Nesta Digital R&D Fund for Arts & Culture For the Digital R&D Fund for Arts and Culture my work involved working on their website. The aim of the website is to provide information about the programme and engage users to apply for the fund. Throughout visualization of ideas (who is eligible, how the application process works, what are the steps of the process) and design flows of information, I was able to achieve this aims. Prototypes and user-testing were important part of the process.

Nesta Rethinking Parks event Rethinking parks event was the first step of a project related to innovation in public parks. It was a day workshop that gathered strategic people related to public parks (urban designers, decision-makers in the public sector, parks managers and community leaders) to introduce them to the innovation process and start a conversation for future innovative projects in this public space. My role was to support the Project Manager designing the workshop as well as research and design all the materials for the use during and after the workshop. Questions such as “How to introduce the innovation process to people that are not familiar with it?” and “How to engage them with the Design Thinking approaches on future projects?” defined the project's challenge.

Nesta Creative Business Mentor Network

Different prototypes were created and tested before the final concept

Creative Business Mentor Network is a programme run by Nesta to support new business in the Creative Industries connecting them with top industry professionals. On the third year of mentoring programme, evaluation of previous years showed the need of support for mentors. Creative Business Mentor Network Top Tips combined the best tips from previous mentors in a friendly digital material. By showing the tips in a visual way, it interacts with users.

Carbon Voyage - Earls Court & Olympia venues Carbon Voyage is a consultancy company focused in helping people and companies to move in a more efficient, effective and environmental way. This project involved applying design thinking and service design to improve the company’s current service by: - engaging visitors to share transport while going to Earls Court & Olympia venues - helping exhibitors to transport their products to the venues in a more sustainable and cost effective way - providing the venue a new logistic system to increase their competitiveness in the market. As a research-based project, it involved understanding different points of view from users and stakeholders and designing strategies to make the service more useful, usable and desirable for users as well as effective for all stakeholders.

This project was used as a case study for the London 2012 Olympic Games for EC&O and for the Creative Industries Knowledge Transfer Network’s (CIKTN) final report around the theme of the Future Cities Catapult, as an example of good practices in areas of citizens and user-centred solutions.

Carbon Voyage Freight project In partnership with Transport for London, this project aimed to improve Carbon Voyage current service: to optimize and rationalize delivery services in key locations around London by reducing traffic jam and carbon emissions, and by saving expenses for users and freight companies. By applying Service Design and User-Centred Design methodologies, the focus of the project was to understand specific needs and expectation of different actors involved on the service in order to provide a better experience to the user. As an outcome, a recognition programme was developed to create new connections between freight companies and users, as well as a schedule for pick-ups and deliveries in Leicester Square BID.

Think Global Live Below The Line Live Below The Line challenge is an initiative to raise awareness of extreme poverty and increase effectiveness of actions against this problem. Applying creative thinking in the challenge and using social media to engage more people was the project’s goal.

ONCAN - Wellbeing Journey Service In collaboration with SADI – Samsung Art & Design Institute (Seoul), Oncan is a service developed to communicate the city of Onyang, bringing tourists from Seoul to other parts of Korea. While statistics demonstrate large numbers of tourist in the capital of Korea, the remaining cities are trying to attract more tourists. Onyang used to be famous for the hot springs which according to the legend, has healing powers.

The Wellbeing Passport links Seoul and Onyang connecting attractions that promotes body, mind and spiritual health. It promotes the city at the same time that provides tourists a personal and customised souvenir. The project involved team working, communication and leadership skills.

Workshops Co-design workshops, facilitation and collaboration projects I worked as facilitator, designer and participant. They involve communication skills and working in multidisciplinary teams, as well as planning, preparing research, mapping, developing ideas, prototyping outcomes and user testing. Workshops with clients such as: SAP, SAP-BP, 100%Open and Scotish Social Services Council, The Rainmaker Foundation, Brazilian Post, MJV Innovation (’Innovating with Big Data’ and “Smart Cities’)


optimistic vision

consume magazines periodics

Quotes from User Interviews The interviews helped the group to generate insights about the target users’ feelings and needs of the library services

viasual info culture

important part of life

vision of future reading culture

group activities

social life

gen Y 16 . 20

learning experience

practical over theory

relation with public libraries

unattractive space

enjoy interactivity interaction

access of information


immediate answers




interviews findings

Lib LIVE With the economic recession and cuts in the public sector, how to save public libraries? Lib LIVE is a research-based project that understands not only why libraries are declining but, who/what/how things are involved. Through research involving interviews, design thinking, data collection and mapping, it was possible to understand the problem. Data gathered showed a gap in the library users: teenagers. Since the main idea was not just engage people but sustain the engagement through time, the opportunity was to target the youth generation, creating a sustainable relationship between people and libraries. By improving their experience in the library, it is possible to improve engagement between them and libraries. The outcome is Lib LIVE, a service that engages teenagers through an activity that is already part of their lives: music. A live radio to promote books, community events and provide them space to have a voice and enthuse other teenagers into the library.

SC Johnson Brazil Projects developed in SC Johnson Brazil. They involve:

New strategies for cost reduction in packaging, while maintaining

the same quality of the product

Design packaging for cleaning products Project Management The projects required ability of working under pressure, multidisciplinary and international teams, leadership and multi-task skills. Research, prototyping and testing were methods used in the projects.

Methods used in different types of projects and users Materials


New strategies for cost reduction in packaging User = Production Team Stakeholders

Competitors analysis

Feedback from stakeholders and production team

Ideation Planning and development of new strategies

Research Production

Prototyping Testing



Marketing Consumers

Marketing Research

Research Suppliers

Production Cost



Design packaging for new products User = Consumers Information from users comes from Marketing Research Approach = Bridge between Marketing and Production areas

Contact: Email: Phone: 07582174181

Portfolio gabriela ichimura