Page 1


CONTENTS • CATEGORIES 04 HYBRIDIZATION • MINDMAP 06 • SELECTION OF SCENARIOS 08 MOTIVATION MOODBOARD • THE SCENARIO: COMPANY PERSPECTIVE 12 MOTIVATION VISION AND GENERAL PSS TARGET GROUP COMPETITORS • THE SCENARIO: USER PERSPECTIVE 21 PERSONAS CUSTOMER JOURNEY PITCHING PROCESS STORYBOARD • ALTERNATIVE SCENARIO 36 • PRODUCT SERVICE SYSTEM 38 RENDERS AND TECHNICAL DRAWINGS BRAND IDENTITY PACKAGING • VALUES & BENEFITS 62 • CONTRIBUTORS 63

2

3


CATEGORIES

HYBRIDIZATION

ABOUT HYBRIDIZATION HYBRIDIZATION is the process of combining two or more elements from heterogeneous sources, or a composition of elements of different or incongruous kinds. Through our exploration of examples of hybridization in physical stores, we concluded that, in general, they fall into the following four different types of hybridization: • Functional combination of different activities usually exist as separate entities but are somehow related. • Economic co-existence of two or more economic models in one physical space. • Stylistic result of mix-and-matching two or more different styles to produce one representation of both characteristics. • Cultural A mix of different elements of two or more different cultures to create new cultural connections.

4

HYBRIDIZATION: EXPLORING THE TOPIC.

5


MINDMAP

MINDMAPPING

RESEARCH METHODS The research behind our solution started with an analysis about what hybridization means and how it translates in the retail world. Developing the “six hats� mindmapping method, we visualized and determined four different types of hybridization: functional, economical, stylistic and cultural. Whether it means the co-existence of two or more economic models or related to the mix-and-matching of different styles, a hybrid retail store is a crossbreed between different retail entities to produce one unique service. Two different activities that usually exist as separate entities can coexist to create one single service that offers the benefits of both, but in one common place.

6

MINDMAPPING: VISUALISING HYBRIDIZATION.

7


SELECTION OF SCENARIOS

MOTIVATION FOR SELECTION OF SCENARIO

SCENARIO SELECTION

Students and young entrepreneurs usually don’t have a proper space where to develop the ideas, launching their business or meet clients and colleagues. Starting your own activity and find the right connections it’s often related to online networking that rarely gives the possibility to meet people and establish a personal relationship with them. The lack of proper environments where to work or study is part of a existing trend that represent people using unconventional places as cafeterias and bars as working spaces. This retail has been thought for young entrepreneurs that need a place to work, where to find connections with the world of companies and with people sharing the same needs.

8

SELECTION OF SCENARIOS.

9


SELECTION OF SCENARIOS

MOODBOARD GETTING OUT OF THE RUT.

10

MOODBOARD: WHAT INSPIRED US.

11


THE SCENARIO : COMPANY PERSPECTIVE

Reteca is a retail store that combines face to face networking with product offering in a creative working environment. Reteca aims to provide a launching platform for young entepreneurs who are just coming out to the working scene. The phisycal pitching is the starting point for the relationship between Reteca, its members and outside companies. 12

RETECA: HELP YOURSELF.

13


THE SCENARIO : COMPANY PERSPECTIVE

“RETECA offers the possibility of access to a conducive workspace, filled with products and services for learning, networking and professional growth.”

RETECA’S VISION When students become professionals, either because they have recently graduated or are freelancing as students, the firsts steps into the professional life are generally tougher than what students are prepared for.

RETECA: HELP YOURSELF.

In most of the cases, they do not have a proper space in which to develop activities, neither the knowledge to confront problems the real world presents. Restaurants and bars together with Internet consultation are the first way out, but they are not comfortable or specific enough. Furthermore, the lack of face-to-face interaction with their peers and work providers makes for considerably unfavorable trust building, which leaves them behind and disconnected. RETECA offers the possibility of access to a conducive workspace, filled with products and services for learning, networking and professional growth. Members will gain access to physical pitching services. The heart of Reteca’s service consists of enabling members to work in multidisciplinary groups and participate in pitches that different companies present in Reteca.

MOTIVATION The selected scenario describes the typical problems young professionals and entrepreneurs face when coming out for the first time into the working scene. The lack of proper physical space and knowledge to confront the problems the real world presents leads them to the scenario that we describe.

14

They often find themselves disconnected from what is currently happening in their field, distracted by a polluted and unsuitable working environment and distressed by the complexity and novelty of the problems presented and the lack of guidance and concrete goals.

This hybrid of services presents a solution for the lack of opportunities young entrepreneurs suffer from, while facilitating physical networking between them and existing companies. It also presents favorable circumstances for adequate trust building and successful career launching. We believe in the idea that by working sideby-side, members can start relationships that may be helpful for their personal and career development. Also, the fact that companies are present and follow the realization of the pitches, they may spot future talents and employees. Another highlight of this hybrid will be the additional outcome outside the pitch, such as the networking between members for future personal projects and the possible work contacts they might get with the companies. The goal pursued is that one of a working scene in which the members get to know and learn from each other, and be able to help insert themselves into their contemporary work force.

GENERAL PSS OF RETECA Reteca is a retail store that combines face to face networking with product offering in a creative working environment. Its aim is to provide a launching platform for young entrepreneurs who are just coming out to the working scene. The physical pitching is the starting point for the relationship between Reteca, its members and outside companies.

15


THE SCENARIO: COMPANY PERSPECTIVE

TARGET GROUP

COMPETITORS Viadeo is a business-oriented online social networking platform with over 30 million members worldwide in 2010. Members include business owners, entrepreneurs and managers from a diverse range of enterprises. It lets members maintain a list of business partners, allowing them to stay in touch, use or help each other to find a job, or create business opportunities. Viadeo depends on 3 revenue streams: premium membership, advertising, and services to recruiters. Its strategy is based on a local approach, assuming that most professionals do business locally.

The customers of RETECA should be young entrepreneurs, recent graduates and adults who are seeking to launch their careers into the future. They would be from various disciplines and industries, and of diverse levels of work experience.

The Hub is a global community of people from every profession, background and culture working at ‘new frontiers’ to tackle the world’s most pressing social, cultural and environmental challenges. Th Hub creates places around the world for accessing space, resources, connections, knowledge, experience and investment. They set out to create places that borrow from the best of a member’s club, an innovation agency, a serviced office and a think-tank to create a very different kind of innovation environment. Places with all the tools and trimmings needed to grow and develop new ventures.

LinkedIn is a business-oriented social networking site. The purpose of the site is to allow registered users to maintain a list of contact details of people they know and trust in business. The “gated-access approach” (where contact with any professional requires either a preexisting relationship, or the intervention of a contact of theirs) is intended to build trust among the service’s users. LinkedIn also allows users to research companies with which they may be interested in working.

16

TARGET GROUP: WHO IS RETECA FOR.

17


THE SCENARIO: COMPANY PERSPECTIVE

POSITIONING

LEGEND

LINKEDIN: Social and professional network.

VIADEO: Business network.

THE HUB: Meeting point between professionals.

RETECA: Retail store for physical store.

POSITIONING CONCLUSION From the above positioning diagrams, we can conclude that Reteca has a more balanced business model and concept, as compared to its competitors.

18

POSITIONING AND SWOT ANALYSIS

19


THE SCENARIO: COMPANY PERSPECTIVE

SWOT ANALYSIS

• Innovative business model. • New market position. •S  ervices that satisfy market’s needs. • Hybridazion of services for a more accurate solution.

• No competitors. •C  ollaboration with companies. •P  ossibility of extending to other scenarios.

• Target group’s inability to relate to concept. • Difficulty to mediate between companies and members. • Difficulty to gain a foothold.

• Online plaforms as direct web-focused competitors.

USER PERSPECTIVE

• Open other chain stores. • New service implementation. • Market poised for growth.

20

SWOT ANALYSIS: ANALYSIS OF SCENARIO FOR RETECA’S CLIENT.

21


THE SCENARIO: USER PERSPECTIVE

“In the future, I see myself as my own boss.”

USER PROFILES BACKGROUND INFORMATION AGE 26 PROFESSIONAL PROFILE Graphic Designer WORK EXPERIENCE Have been freelancing for two years. PRESENT NETWORKING STATUS Only socializes fellow designers who are in the same situation as him. He knows older designers already established in the work force. MULTIDISCIPLINARY EXPERIENCE Only inside the design world. NEEDS He needs a place were he can meet his clients. An environment in which he can introduce and contribute his new approach. GOALS To become an independent worker, who manages and decides on his own outcome. Create outcome with an unsual approach.

EMILIANO 22

USER PROFILES: THE PERSONAS OF RETECA USERS.

23


THE SCENARIO: USER PERSPECTIVE

“I believe multidisciplinary approach makes for the most fruitful outcome.”

BACKGROUND INFORMATION

BACKGROUND INFORMATION

AGE 29

AGE 25

PROFESSIONAL PROFILE Industrial Engineer

PROFESSIONAL PROFILE Economist

WORK EXPERIENCE She helped designers with product feasibility during and internship.

WORK EXPERIENCE Just graduated, and has no work experience.

PRESENT NETWORKING STATUS Keeps in touch with the her former employees. MULTIDISCIPLINARY EXPERIENCE Worked with designers before and found it both challenging and extremely fruitful. NEEDS She needs face-to-face interaction with her peers and work providers. She needs to bond with people and network. GOALS To find pleasure and satisfaction in her work. And to share her knowledge in an exiting environment, while building trustworthy work relationships.

ROBERTA 24

USER PROFILES: THE PERSONAS OF RETECA USERS.

“In good business, everybody wins, especially me”

PRESENT NETWORKING STATUS Onlyfellow colleagues. MULTIDISCIPLINARY EXPERIENCE No multidisciplinary experience. NEEDS He needs a proper space in which to develop activities, and gain the knowledge to confront problems the real world presents. Get connected with what is happening within and outside his field. GOALS To pursue a successful career in the business world. Desires to become the opportunity spotter he believes he could be.

STEFANO 25


THE SCENARIO: USER PERSPECTIVE

database

CUSTOMER JOURNEY networking

pitching

public

use facilities reception

member

rent a space

semi-private

meeting-room

self-service

26

CUSTOMER JOURNEY: A MAP THAT VISUALIZES HOW RETECA WORKS.

27


THE SCENARIO: USER PERSPECTIVE

1 register to become a member of Reteca.

STORYBOARD

choose and rent a workspace or a meeting room.

5

4 work in one of the public spaces.

7

ARTICLE TITLE

keep your belongings in one of the lockers.

6 use the vast database to meet new peers.

participate in a pitch.

8 conduct meetings in our meeting rooms.

28

3

2

improve relationships over food at Reteca.

29


THE SCENARIO: USER PERSPECTIVE

PITCHING PROCESS RETECA PITCHING SERVICE The heart of the service consists of enabling the member to work in multidisciplinary groups and participate of the pitches that different companies present in reteca. This presents a solution for the lack of track young enteprenuers suffer from, while it also facilitates the phisycal networking necessary for trust building among peers.

Phase 1

Project Launching

30

THE PITCHING PROCESS

Phase 2

Multidisciplinary Group Pitching

Phase 3

Porject Selection

Phase 4

Project Implementation

The highlight therefore would be the extra outcome outside the pitch, like the networking between members for future personal projects and the possible work contacts they might get with the companies.

31


THE SCENARIO: USER PERSPECTIVE

PROJECT LAUNCHING Reteca works as a mediator between work provider and workers. Already stablished companies launch projects to the members inside reteca and on the virtual platform. A calendar is then fixed with dates in which the pitchers and companies have the possibility of meeting for reviews and feedbacks in a face to face discussion.

32

THE PITCHING PROCESS

MULTIDISCIPLINARY GROUP PITCHING The projects are held in multydisciplinary groups. The concept of networking is reinforced by the heterogeneity of the groups. Members are both encouraged to by part of different groups for each project they wish to participate, and to foster work relationships by signing up by couples or more into one single group.The groups pitch their final project to the committee.

33


THE SCENARIO: USER PERSPECTIVE

PROJECT SELECTION The winning project is selected by the cometee after a public presentation of each group. Even though there is usually on victorious team, the possibility of the physical connection between the pitchers and the cometee makes it possible for talent spotting to occur. In this way, the companies are able to detect possible future employees if they happen to be interested in any of the contestant’s profile and capabilities.

34

THE PITCHING PROCESS

PROJECT IMPLEMENTATION The prevailing group might get the possibility of implementing their idea within the company. In any case a monetary reward is payed along with the merith based raking that is published in the reteca website for both members, and companies to see, enhancing the positive reward system.

35


ALTERNATIVE SCENARIOS

ALT. SCENARIOS AN ALTERNATIVE SCENARIO Reteca service can be adapted to alternative scenarios, fitting the needs and the problems that other kind of users might have.

PSS FOR RETECA

Although Reteca is for people who do not have their own space for working, this service can be used also for travelers who spent only a few days in the city. Most of the business meetings happen in restaurants or cafeterias because those represent an informal environment for networking and deepen relationships. Reteca can be the perfect space for those who have to meet clients, to start a business in another city or simply for who needs a space for working during a trip. They can use the membership card whenever they come back to the city, assuring in this way always a comfortable working space.

36

ALTERNATIVE SCENARIOS FOR NEW PSS

37


THE SPACE

SECTION TITLE

38

RENDERS AND TECHNICAL DRAWINGS

39


SECTION TITLE

40

ARTICLE TITLE

41


SECTION TITLE

42

RENDERS AND TECHNICAL DRAWINGS

43


44

RENDERS AND TECHNICAL DRAWINGS

45


46

ARTICLE TITLE

47


48

RENDERS AND TECHNICAL DRAWINGS

49


50

RENDERS AND TECHNICAL DRAWINGS

51


1.80 m

3.00 m

5.20 m

3.00 m

TECHNICAL FLOOR PLAN OF RETECA

RENDERED FLOOR PLAN OF RETECA

1.80 m 3.00 m

2.40 m 2.40 m

RENDERS AND TECHNICAL DRAWINGS

14.00 m

52

9.00 m

20.00 m

THE SCENARIO: THE SYSTEM

53

4.00 m


THE SCENARIO: THE SYSTEM

RENDERED FRONT VIEW OF RETECA

2.40 m

4.00 m

2.40 m

20.00 m

TECHNICAL FRONT VIEW OF RETECA

3.00 m 54

RENDERS AND TECHNICAL DRAWINGS

1.80 m

55

5.20 m

3.00 m


INSTRUCTIONS FOR USE OF LOGO (BRAND IDENTITY)

BUILDING THE RETECA BRAND The RETECA brand identity is the tangible expression of all that it stands for. It embodies what it does, how it works and why it is a launchpad into the future throughout the communities it serves. Members of Reteca and its partners experience the Reteca brand through the store, as well as through the verbal and visual messages Reteca sends.

BUILDING THE

RETECA BRAND

USE OF BRANDMARK Font for brandmark = DIN MediumAlternate Colours for brandmark = RETECA grey (C=0 M=0 Y=0 K=85) = RETECA orange (C=10 M=50 Y=100 K=0)

The full-color version of the Reteca brandmark is the primary brandmark of the identity system. It is strongly recommended that this version be used in branded applications whenever possible. As one of our most important assets, the Reteca brandmark must always appear as shown on this page.

1X

1/2 X of clear space all around brandmark.

1/2 X of clear space all around brandmark.

One-color black brandmark The one-color black brandmark is to be used when black is the only available color selection. Colours for brandmark C=0 M=0 Y=0 K=100 C=0 M=0 Y=0 K=50

Reteca brandmark : Minimum size To ensure the integrity of the Reteca brandmark, do not reduce its width to less than 2 cm for print or special usage, and 90 pixels for screen applications.

Reteca Tagline: Lockup treatment When the tagline is locked up with the brandmark it appears in a fixed position underneath the brandmark. The size relationship and position have been determined for optimal communication of both the Reteca brandmark and the tagline.

SCREEN 90 pixels wide

PRINT 2 cm wide

1X 1/2 X

57


THE SCENARIO: THE SYSTEM

BUILDING THE RETECA BRAND

THE RETECA WEBSITE To support the system and connect the main actors of our system, we built a website, which supports these connections. One of the most important things on the website is an access to a vast database of peer-to-peer consultation and networking.

BRAND COLOURS

= RETECA orange (C=10 M=50 Y=100 K=0)

= RETECA green (C=80 M=0 Y=90 K=0)

= RETECA blue (C=70 M=15 Y=0 K=0)

= RETECA magenta (C=0 M=95 Y=20 K=0)

FONT FOR BRAND = DIN MediumAlternate

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

58

BUILDING THE RETECA BRAND.

59


THE SCENARIO: THE SYSTEM

PACKAGING

60

ARTICLE TITLE

61


THE SCENARIO: THE SYSTEM

VALUES AND BENEFITS

CONTRIBUTORS

SILVIA EMILI

VITO INGOGLIA

MEMBERS

COMPANIES

RETAIL STORE

•o  vercome the difficulties that starting up in the working scene has.

• t he posibility of working with new unpolluted talents.

•b  ecome part of a comunity of knowledge sharing and mutual support.

• f irst hand scouting.

• create a valuable reputation through corporate and professional networking.

• c reate their own experience and learning process. •n  etwork and establish long lasting, trust-based business relationships.

•o  btain not just one but many of the most innovative and fresh ideas for their own benefits. • t ake an active part in the shaping of the new generation of professionals.

GUSTAVO PRIMAVERA

•e  nhances and speeds up the process of becoming a productive professional, providing benefits in an individual as well as a social level.

JOANNE SIM

YUN ZHAO

62

VALUES AND BENEFITS

FINAL PRESENTATION DESIGN THINKING PSSD YEAR 1 SEMESTER 1 2010/11

63


reteca.  

Product Service System Design for work stations in public spaces.