Page 1

PORTFOLIO 2013 . 2019

NGUYEN HOANG LAN lannguyen1308@gmail.com +39 3299 520270


INDEX ABOUT ME CURRICULUM VITAE MY WORKS


ABOUT ME When I think about design, images gradually come into my mind. Many of the images are related with the professional knowledge in design that I have gathered over time in training and personal work experience; whilst others are pretty much bound with my childhood memories - the time when I experienced design without even thinking about it. When I was around 12 years old I decisively told my parents that I wanted to become a designer. So I did. Prior to studying in Product Service System Design at Politecnico di Milano, my background was in scenography design (design for stage and theatre) and visual communication (graphic design).


CURRICULUM VITAE NGUYEN HOANG LAN

13.8.1989 lannguyen1308@gmail.com +39 3299 520270


EDUCATION 2018 . 2020 Master degree Product Service System Design Politecnico di Milano, Italy 2008 . 2013 Bachelor degree Scenography Design Hanoi Academy of Theatre and Cinema, Vietnam EXPERIENCE 2015 . 2018 Content editor, graphic designer Handhome, Vietnam 2013 . 2015 Teaching assistant Hanoi Academy of Theatre and Cinema, Vietnam CERTIFICATE 2014 Jenesys 2.0 Traditional Culture / Heritage / Art Japan International Cooperation Center, Japan LANGUAGES Vietnamese native English fluent Italian beginner


MY WORKS I previously worked at Hanoi Academy of Theatre and Cinema (a public university), Handhome (an unorthodox network of architects and designers), and once I collaborated with IECD (a not-for-profit association that following the human and economic development in the countries where it has been involved). Within these different settings, I've worked with visual communication, design research, and bits of spatial design. Through my time of both studying and practicing, I’ve come to understand that building design cases on a holistic understanding of people, relationship, and systems is the most important aspect of my discipline. I find its interdisciplinary nature and the combination of collaboration, community, and creativity very inspiring, and I most certainly feel that designers have a role in the future of designing not only things but also intangibles.


A

B

HATC 2013

C

Handhome 2015

D

Juvo 2018

Eco Guide 2018

F

E

Cdc Hub 2019

Re Economy 2019


A

Hanoi Academy of Theatre and Cinema About the project The situation: A public university Contributed in: Tutoring; teaching assisting; office works; admission consulting; graphic design Date: September 2013 - December 2015 Challenge: It could be considered as a contemplation towards a more transparent and open processes of a public university, it was likewise a dream about enhancing the role of local young educators.


The work If you came here to see an example of an actual project, I’m afraid I have to disappoint you as that’s not what you’ll find here. This is somewhat of a different animal. The truth is that I cannot really say much about what I was and was working at Hanoi Academy of Theatre and Cinema (HATC). Instead I decided to share some reflections about what it was like working at HATC and what I’d learned. Please note that these are highly personal reflections and based on my own personal experiences. HATC is a public university that its education encompasses theatrical art, performing art, scenography, photography, cinematography, animation, television technique, etc. Since it is a public unit, its operation is almost oriented by the government and a monopolistic party, I would say in some way its outputs who are so-called artists, directors, actors, also designers would reflect more or less the monopolistic ideation and ideology.

A


Life in a closed public world As The Department of Theatre and Film Design, our department’s activities therefore focus on half design-half art. After graduating, I was invited to stay for tutoring activities two months then becoming a teaching assistant of the bachelor degree. During my time, to contribute for a five-year student’s knowledge there are three types of courses: the first one are basically foundation as theory of color and geometry, anatomy, painting, computer graphics...; the second one are specialized courses which focus on theatrical, cinematic or animated area; the third one are political based courses that nothing but propaganda of ‘their’ orientation, even aesthetics or philosophy, normally, there is a department with specific professors or collaborated ones who were educated only for these kinds of courses. In my case, I would assist some of the foundational courses, then if I kept studying higher along with practicing after time I would be invited to teach the specialized courses. But it would be another story!

A


Besides working as a teaching assistant, I was also in charge with some office works that related to grade calculation and management, administrative content compilation, etc. Apparently, my performance was not so designer but closer to officer. In this case, I worked with professors within our department, sometimes connected with other administrative and management departments, and especially students. I also connected with students at the admission consultancy service. This type of work did not require full time contribution but periodically I would join once to twice per year, in preparation for annual enrollment season. The most interesting thing during this work was that you could one more time witness the reflection of your own self years ago, full of enthusiasm and curiosity, but at this point of time, you found the contradiction between you at one side offering hopes and incubating dreams among those ‘naĂŻve’ souls, and at the other side you wanted to shout at their faces that here would just for labors, not stars.

A


Finally my last responsibility was as a designer. I would say that here, design was on the organizational periphery or an add-on, thus I used my skills needed to expertly conceived of and give shape to ‘products’ such as: materials for teaching, exhibitions, events, ceremonies and so on. But it was not all fun and bright When at the end of the second academic year working here, in other words, when I felt as though I was on one of the thresholds of my life... I decided not to renew the working contract but resign from it. The motivation did not stay the same from that point until three years later, just the decision would not change. Formerly I let my sentimental part leading the way, but once digging more and more deeply into the situation, there have been tons of evidences that enhanced my choice. Within such an educational environment where the necessary was not the purity nor the transparency, instead those certainties needed to compromise for their weakly survivals, for me, it was truthfully hurt and tormented...

A


B

Handhome About the project The situation: An unorthodox network of architects and designers Contributed in: Content writing / editing / translating; event coordinating; graphic design Date: December 2015 - September 2018 Challenge: Many aspects overlap with and within the reality of today. We found ourselves in a profound state of uncertainty as to what answers to the most basic questions of ethics, aesthetics and politics should be given.

Video B.01


2013 - 2014 Handhome is an organization whose work involves architecture content and database. In 2013, it was officially established with domain www.handhome.net which allowed members to connect, chat and share information about architecture and interior design. It reached 2000 registered users in 2014. 2015 Around late 2015, I started joining Handhome team that there were five people including me. We brought very different backgrounds to the work, e.g. architecture, interior design, photography, information technology or finance. I first worked in redesigning the brand identity, then setting the format and style for the blog, a platform which contained specialized content about architecture and design works, critical writings, interviews and valuable architectural solutions for society.

B


B


Each month, an architect or a designer whose activities based in the country and abroad was invited to share their products, stories and experience in their works during our UpTalk events. Thereby, these events helped community understand and feel more deeply about architecture, interior design in Vietnam and around the world. Until 2016, we had organized 8 events among this series. Annually there was a collective exhibition called WeDo, with the intention of creating a collaborative area for local architects. These exhibitions would take place in selected spaces.

B


2016 Since Handhome soon became a community of local and international architects and designers, we had developed the mobile app in order to facilitate users’ access and communication. The UX was simple and friendly; UI design was made with Ps and Ai. However, this application was currently under maintenance.

B


Saigon Architects exhibition It was an initiative of organizing a collaborative work in order to connect generations of local architects with students. The outcome was a pavilion that hosted an exhibition in April in Saigon, Vietnam. Its shape refers to the insect cocoons found in nature. The pavilion used 800 sticks of bamboo for setting up the frame, 1200 sheets of poonah paper for covering the inside and the outside of the shell, measuring 9mx18m. The space inside is able to showcase 17 works collecting from 7 different architecture firms. The way of implementing the structure is similar to the way Hanoi artisans make lion heads out of papier mâchÊ. These techniques have been passed on generation to generation and survive until present days. By involving in a practical project, the students had an opportunity to practice and improve their knowledge while gaining teamwork skills during the construction.

B


Hanoi Architects exhibition Following the very first activity at Saigon, around November of the same year, Hanoi architects and architecture students came together to plant a garden full of Phyllostachys (a genus of Asian bamboo) to express their deepest gratitude towards the educators in National Educators’ Day. In parallel with two key exhibitions, we had been kickstarting a proposal to invite Japanese architect Sou Fujimoto for a prospective event in the year 2017.

B


2018 We have been working on the series of books named GHÉ – visiting, this is a chance for us to visit and document our perception of the architectural works in Vietnam. We intend to publish each book in the series GHÉ on a different theme with the main material of architectural photography. GHÉ 01 was the very first book we have publicly published. Our approach was towards architecture works which were made in 20th century, therefore we could clearly see the influence of international modern movement as well as other inspirations on Vietnamese architectural context, particularly in Hanoi within the period from the 1930s to the late 1990s. GHÉ 01 focused on exploiting the aesthetic element, the beauty of the works through a new perspective by the development of digital photography and technology.

B


B


B


C

Eco Guide About the project The situation: A handbook Contributed in: Layout / graphic design; illustrating Date: February 2018 - August 2018 Challenge: By 2030, an expected 1.8 billion international tourists will be traveling the world, the tourism sector therefore has a particular responsibility to do no harm and to ensure that people, the environment, and our climate is not negatively affected. In other words, tourism addresses two of the most urgent challenges in today’s world: sustainability and development.


ASSET-H&C Be created in 2016, ASSET-H&C is a unique network of innovative vocational training centers that promote the social and economic inclusion of vulnerable people in Southeast Asia, through training and professional integration in hospitality & catering. As a network, ASSET-H&C aims at becoming a key regional player in the Technical and Vocational Education and Training (TVET) sector as well as in sustainable hospitality and tourism. The goal is to have a positive impact on the society, environment and economy of the countries ASSETH&C members are working in. ASSET-H&C is a project initiated by IECD.

C


Ecospitality Initiative To achieve this goal, in 2017, ASSET-H&C launched the Ecospitality Initiative, which aims at shaping the next generations of responsible tourism professionals by creating conducive environment – eco-schools – for the capacity building of young people – eco-students.


Eco Guide As the first phase of the project, ASSET-H&C published on June 2018 the Eco Guide for Hospitality Businesses and Schools, thanked to fruitful collaborations with Artelia and EXO Travel. The guide gathered the good practices drawn from the observations and recommendations of Artelia, regarding 4 main areas: energy consumption, water consumption, waste and pollution, and other climate change mitigation and adaptation measures. It also contains Hospitality Insights, which are case studies from hospitality actors in Southeast Asian region, and external links to go further in finding solutions. It aims at helping all interested tourism stakeholders increase their environment sustainability.

PDF C.01

C


Events To launch the Eco Guide and present it to tourism stakeholders, ASSET-H&C organized 2 events on World Environment Day (June 5th) in Saigon, Vietnam and in Bangkok, Thailand. The events gathered around 80 people, mainly hospitality and catering professionals but also intergovernmental or organizations, schools, suppliers of eco-solutions and Chambers of Commerce.

C


D

Juvo About the project The situation: Innovation studio / PSS design Contributed in: Design research; product sketch; service design; graphic design; video making / editing Date: October 2018 - January 2019 Challenge: To treat the people is the job of doctors, to improve their lifestyle is the mission of designers. The innovation studio worked on a topic named “Health&Wealth� and was focused on how to design products-service system solutions to improve the lives of people and prevent some of the major social diseases of Western societies.


Preliminary research With the aim of understanding the context and users, we used existing tools and artifacts currently offered on the market, in order to collect, research and analyze data. Following a series of steps and task, we would better frame the phase of user research that is an essential towards creating a final product, service and system. The first task was to collect data on the demographic distribution of targeted users. With the focus in the cities of Milan and New York, we spotted a common demographic trend of inactivity that is happening among female teens before a certain age. Therefore, female teenagers, between the age 15 to 19, that face challenges of keeping an active lifestyle in big cities, became our final targeted users.

D


Second task was to compile and source existing research papers that would help contextualize and understand the topic. After analyzing three researched papers, we discovered a trend within this so-called Generation Z, who are more ambitious, self-reliant and self-aware, searching for a meaning, discovery, and purpose within their life. Among this generation, females feel a high amount of pressure towards balancing education and competition among physical activities that are provided academically and socially. Therefore, they are more likely to drop out of high school level sports compared to males. Third task was to conduct interviews, which would be analyzed and reported in order to build brief profiles describing their practices and habits. Finding that females drop out of sport because they spend too much time studying or they want to focus on balancing education and social life, other thing was teens at higher income families play more sport.

D


Based on our entire research, there is compelling evidence that female youth experience multiple challenges impeding their engagement in physical activity. These challenges are prominent within the cities of New York and Milan; countries of United States and Italy. The inactivity and increase of sedentary lifestyles among female teens rely heavily on their relationships with social media, sport, nutrition, family income, social relationships and mental health. But what are some hypothesis and solutions we as designers, can suggest in order to prevent this issue?

How may we promote physical activity among female teens from age 15-19 facing challenges towards continuing an active lifestyle? Before formulating a solution for our targeted users, we needed to better understand existing case studies by analyzing the overview of products and services available in the market. This helped us to an overview of the current status of the sector to understand the existing market mistakes, areas for success, and areas of opportunities. D


Concept generation

Step into music. Based on our research, we found out that physical activity is seen positively as a way to build social connections, to have fun, and to feel free and gratified. We chose a metaphor to express these motivations: the dancefloor, a place where most teenagers can connect with. The dancefloor creates a free and self-expressed environment where you can dance, connect with people, feel confident and have fun. We got inspiration from the metaphor to find the element that could connect all these insights: music.

Video D.01

D


Project development Juvo is a product and service that motivates teenagers to stay active by connecting physical activity with the world of music. We believe in the creation of a community of socially and physically active young people that are able to collaborate to support the development of a local musical scene. Our service provides music-based workouts using a playlist created according to the user’s taste. The device creates a connection between the rhythm of the song and the steps during the training, while the user collects points to access his favorite artists’ events. The system combines all the elements that we know appeal to teens: it’s a fun, flexible and personalized way to exercise that allows the user to “step” into the world of independent music before, during, and after the exercise.

D


System map

A RTI ST

S O U ND C LO U D

U S ER

CO M PA NY

E- COMME RCE

MA ILTIC K E T A PP

SOF TWA RE D EVE LO PE RS

PR O D U CT

PR O D U CT M A NU FACTU R ER

BRICK & M O RTA R

Financial flows Information flows Labor performances Material flows

D


Service blueprint PHASE PH YSIC AL EVID E N CES

SET UP SoundCloud Go account (upgrade to SoundCloud Go on online platform) Juvo app account (confirmation of new account create via email) Juvo device connection

USE R ACT IO NS

Juvo

Upgrade: SoundCloud Go

Download Juvo app

Tutorial

New account:

with SoundCloud Go

Sync music: SoundCloud Go + Juvo

Connect app+device

LINE OF FRO NT S TAG E E MP LOY EE ACTI ONS

24/7 Juvo customer support

Online cha

Juv Juv Mo

T E C HN OLO GY

LINE O BAC K S TAG E ACT IO NS Juvo company

Software developers

LINE OF INTE SUP P O R T PRO CE SSES

Information flows between Investors/Stakeholders Information flows between MailTicket company Information flows between SoundCloud company


EVENTS

TRAINING

Free mode

Guided mode

REDEEM & PURCHASE

PA points

MailTicket App

IN T E R ACT IO N

at service

Juvo contact number

vo website vo app obile phone

Juvo customer support MailTicket customer support

MailTicket website/app Juvo website/app Mobile phone

O F V I SIBIL I T Y

Production manufacturer

E R N A L IN T E RAC T I O N Material flows Financial flows Labor flows: product manufacturing and product service delivery

Software developers MailTicket company MailTicket service


Product prototype Juvo device is composed by three elements: a clip that works as an mp3 player, two trackers that monitor physical activity, and a case that works as a charger. The trackers are meant to be attached to the shoes through a rubber support. With the clip the user can listen to music offline while he’s training, without having to bring a phone with him. In opposition to uncomfortable and unstable equipment, a small clip can be attached to any clothes and won’t fall during the training. It’s possible to easily change the song during the movement without having to look at a screen. As for the trackers, they attach to the shoes because the activities we propose are all based on syncing each step (that’s why we made two trackers, one for each foot) with music: this way we can monitor physical activity better.

Video D.02

D


E

CdC Hub About the project The situation: PSSD studio / PSS & spatial design Contributed in: Design research; service (re)design; graphic design; video making / editing Date: May 2019 - June 2019 Challenge: Since many processes and much information have shifted to an online format, the existing space of Milan Chamber of Commerce (Camera di Commercio Milano), including existing products, services, systems and spaces, programs, functions, needed to be reconsidered and redesigned for the present and future. The studio worked within an established context, including engaging with an ongoing existing actual project.


Foundational research and analysis Space analysis The project of Camera di Commercio (CdC) started with an analysis and comparison between the current state of Salone Anagrafico and Salone del Futuro.

Video E.01

E


Already from the outside, the confusion was caused by the fact that the entrance is not well identified. Once in the hall, people feel lost again because there’s a lot of poorly organized spaces that make them impossibly understand where to go. Currently, the waiting area is quite close to the entrance and users may be annoyed by the lack of privacy. The only aspect that makes the environment attractive and fascinating is the architecture of the old building which, however, is not respected by the new function of the space. Instead, the new Salone del Futuro project radically improves the feelings that the user feels inside. In fact, it is an environment that increases people’s comfort and makes them feel more relaxed. The chamber of commerce is transformed into a place of sharing and makes the user participate in its activities. The doors have been transformed into multi-purpose front offices and if today the user is considered as a "number", he is more involved in the new project.

E


Salone Anagrafico


Salone del Futuro


Service analysis Current service offering could be divided into four categories. The first one concerns all practices that can only be done offline, which requires the physical presence of the person in the Salone. Then there are the services that can be used just online through the CdC's website. There are also the services that can be used both online and offline, based on the choice of users. As a final section, the largest group of services that initially require an online application and then offline in the Salone were analyzed.

E


specialist assistance

annual fee

endorsement

URP

digital signature

marking

ONLINE and OFFLINE

documents

OFFLINE

archives SPID

CdC

digital books

SERVICES certifications

financial calls

ONLINE or OFFLINE

ONLINE

survey

digital dashboard events

e-invoice

infos

staff applications

NEEDS most services require ONLINE and OFFLINE

ONLINE and OFFLINE

IMPROVE THE DIGITAL FLOW EXPERIENCE, KEEPING THE PHYSICAL INTERACTIONS ONLINE or OFFLINE

NEEDS preference of OFFLINE services appointment for complex practices


Interviews Interviews with the CdC's users showed that offline services are more used because people prefer to go directly to the CdC to solve complex problems and to shorten delivery times for paperwork that can also be done online; the users also concerns more about how the services are applied and in particular, the time for practices and (even more) for waiting. Meanwhile the employees find more problematic issues related to the physical space that does not resolve their needs (staying there for 8 hours per day).

E


WASTING OF TIME, WORKPLACE

LIGHTS, WELLBEING, ORGANIZATIONS

WAYFINDING

E


Preliminary research Started by investigating at the widespread macrotrends in the public institutions and business, financial organizations, we found that in the era of almost all things digital, customers have higher expectations: they want their interaction with organizations, companies and products / services they buy and experience to be personalized. Personalization is not just web-based recommendations, segmentation or 'Dear Customer' but requiring more attention of organization on the customers’ demographics, preferences, their past behavior and real-time behavior. Channel integration is the key to providing a personalized and consistent customer experience that builds value.

Omni-channel Although underdeveloped as a theoretical construct, omnis is Latin for 'all' or 'universal', meaning 'all channels together'. Omni-channel consolidates the consistency during customer experience in digital and face-to-face interactions.

E


Competition (domestic and/or international) can be a driver of productivity by enhancing innovation. Some degree of monopoly could in some cases foster innovation (by sustaining rewards for successful innovators). The importance of the relationship between competition and innovation lies in the uncontested proposition that sees innovation as the engine of growth. On the other side, competition can be considered as one of the crucial determinants of innovative activity.

Case study At first, we analyzed some of the CdC’s competitors, such as London, Dubai and several others example in the bank sector and among companies' network. The most interesting thing found out from the analysis of the Dubai Chamber of Commerce is their Monthly Month Program that supports the development of business and enhances companies' competitiveness. It also creates a sense of community among companies and chamber, achieves customer trust in a favorable business environment and increases the visibility of companies and the Chamber of Commerce.

E


Crowdsourcing is an umbrella term with many identifiable variations among which are crowdvoting, crowd-searching, crowd-funding... It is a sourcing model in which individuals or companies, organizations obtain goods and services, including ideas and finances, from a large, relatively open and often rapidly-evolving group of internet users. Regardless of the application, the principle idea is to 'use the crowd as an innovation partner'. From collaboration, to activism, to fundraising, people are leveraging technology to connect, communicate and take action for social change.

Case study InnoCentive is the global leader in crowdsourcing innovation problems to the world’s smartest people who compete to provide ideas and solutions to important business, social, policy, scientific, and technical challenges.

E


Collaboration is more important than most organizations believe. The consensus is that collaboration gives benefits when dealing with both social and business issues. Collaboration increases creative output: The more participants that provide creative input on a concept, the more unique concept alternatives are generated. Larger groups showed a willingness to test and try a diverse range of ideas, maximizing their chances of identifying a truly breakthrough idea. However, there are unavoidably large barriers. For one, it’s difficult to quantify the value of collaboration. Another might be human nature. It turns out that many people are hesitant to collaborate for fear of inviting more hassle and work.

How may we redesign CdC service system in order to transform it in a more empowered and proactive place for people?

E


Concept generation

Cross-fertilization. The growth in the market is a great stimulus for many companies to start new experiences, insert in the managerial teams with different backgrounds, identify best practices and transfer them within the organizations. In one word: stimulate cross-fertilization. The idea of cross-fertilization is to bring people together, allowing their knowledge and skills to influence each other. The technique has been experimented in a Small/Medium Enterprise (SME) with good results, also in terms of knowledge sharing of extra-curricular domains within the job community. The interest of the technique goes beyond the exploration of new market segments, as a by-product of it, that is the approaching of people to new domains, can enable a cross-fertilization between non-contiguous conceptual structures in terms of hints and ideas of lateral thinking nature.

Video E.02

E


exchange of...

E


Project development Membership program The service system is designed entirely starting from the membership program, and therefore the main user of the product-service system is the company as a member, followed by all the other actors, however indispensable for the process. The creation of membership program gives shape to the identity of each company within Milano, Monza-Brianza, Lodi region, building a local club beside the national Registro Imprese. The equality is guaranteed to all the members and the final aim of the program is the increasing of communication, relationships and collaboration among the companies, with the possibility, in the future, to start relationships with other companies’ members, not only of Mi-MB-Lo CdC, but with other Italians Chambers of Commerce. The collaboration becomes fruitful also together with a pinch of fair competition, which arouses in the companies the desire to challenge more and more, to prevail over the others demonstrating their know-how.

E


of services that members can use of offering to all members to everyone that wants to challenge the border of their own work motivate companies to do more ensure the access to all members to every initiatives to grow together

E


E


with the Salone del Futuro

for the two service proposals

E


CHALLENGE FOR SOCIETY What An approach in facing wicked problems and towards new opportunities for social innovation, that exchanging of knowledge and crowdsourcing of ideas among public institutions, companies, NGOs, and individuals. Why By engaging in the challenges, it helps companies enhancing their visibility and stimulate a significant, long-term innovation potential. How • Find the challenges of CdC • Answer with ideas • Share the winning idea • Develop the project Example Design the next generation cup to reduce the use of plastic within Milan public offices.

E


System map CHALLENGE FOR SOCIETY

COMMUNITY

MUNICIPALITY

MEMBERS

PARTNERS

CdC Relationship Financial flows Information flows Material flows

E


Service blueprint 2 weeks

1 month

1 month

timeline

CdC JOURNEY

LAUNCH

ALLIANCE

APPLICATION

1st DISPLAY

SELECTION

1st MEETING

ORGANIZATION

2nd DIS

Physical interaction CdC meeting area

Digital interaction

Event in the CdC arena

Publication of all ideas on CdC digital library

Publication of all ideas on CdC digital library

CdC hub

CdC hub and pinb

digital library (website)

digital library (website) website notification

mail

preview on websi

experts talks about the topic

experts talks about the topic

communication of the winner

interaction with winner and support character

opening events

Gather applications Organisation of talks

Organisation of talks

screening choice of winner

schedule exploration organization of display event invitations

extraordinary op

community

community

Municipality of Milan

Municipality of M community potential partner

Real team publication of challenge adv on CdC pinboard

newsletter

mail

website notification

website notification

Line of interaction

Front of stage interactions

winner pitch

Line of visibility

Backstage of interactions

CHALLENGE for SOCIETY

Support characters

agreement schedule plan

send challenge

Municipality of Milan

CHALLENGE EXAMPLE HOW MAY WE DESIGN THE NEXT GENERATION CUP TO REDUCE THE USE OF PLASTIC

Members JOURNEY

IN MILAN PUBBLIC OFFICES?

ALLIANCE

LAUNCH

APPLICATION

1st DISPLAY

SELECTION

1st MEETING

ORGANIZATION

2nd DIS

Physical interaction

Digital interaction

Event in CdC Arena

Application on the pinboard

Publication of all ideas on CdC digital library

Publication of all ideas on CdC digital library

newsletter

account (website)

digital library (website)

digital library (website) confirmation email to the member winner

attendace to talk abstract

attendance to talks

vote

Line of interaction

Front of stage interactions

Cdc hub and pinb

invitation mail

preview on websi

attendance to th opening event

feasability

Line of visibility

Backstage of interactions

first interest in the challenge

Support characters

CdC

application process and submission: -concept idea -abstract -feasability

CdC

consulting of all ideas presented

get ready to develop the project

community

Winner JOURNEY

evaluation of bein potential partners

CdC

1st MEETING

ORGANIZATION

CdC

2nd DISP

Physical interaction CdC hub

Digital interaction

CdC hub and pin

mails to set the appointment

preview on websi

interaction with CdC and support character

attendance to the opening event

Line of interaction

Front of stage interactions

pitch

Line of visibility

Backstage of interactions

schedule exploration clarification

preparation of the proposal pitch an contents

organization of the display

Support characters

Municipality of Milan

Municipality of M

Cdc employees

community

potential partners Cdc employees

CROWD - SOURCING

CROSS - FERTILISATION


6 months

SPLAY

........ NEXT CHALLENGE after 4 months to have 3/year

PROJECT DESIGN

PARTNERSHIP

board

CdC hub

CdC hub

ite

mail with the agreement

process preview on website

pening

Milan

rs

SPLAY

meeting

ORGANIZATION

Cdc hub

final presentation

agreement schedule

organization of the content to show

3rd DISPLAY

Exhibition area and arena

short promo on web

project summing up

invitation organization

celebration event and award final pitch and talk

partner winner

winner community partners

extraordinary opening

winner partners

Municipality of Milan community partners winner PR

REALIZATION

Municipality of Milan

PROJECT DESIGN

PARTNERSHIP

process preview on website

he

2nd MEETING ORGANIZATION

email invitation

have a voice address challenge and opportunities support economic growth

2nd MEETING ORGANIZATION

CdC

3rd DISPLAY

Exhibition area and arena

nboard

CdC hub

CdC hub

ite

mail from CdC mail from partners

digital networking with partners

e

meeting

meeting working prototyping

project summing up final presentation

celebration event and award final pitch and talks

research and developement

prepatation of the final ptch

organization for final display

agreement with CdC internal agreement with partners schedule of next meetings

BENEFITS FOR MEMBERS AND COMMUNITY

share the new knowledge

CdC

PROJECT DESIGN

PARTNERSHIP

short promo on web

attendance to the event

share the new knowledge

CdC

winner

3rd DISPLAY

Exhibition area and arena

watch and learn from the dispaly process

ng s

s

outside CdC

partners

ite

Milan

increasing relevance in society opportunity to exchange

IMPLEMENTATION

CdC hub

e nd

BENEFITS FOR CDC

definition of contents

board

PLAY

2nd MEETING

CdC hub

short promo on web

partners

partners

partners

Municipality of Milan

CdC

CdC

CdC

community partners CdC PR

BENEFITS for THE WINNER AMONG ALL THE MEMBERS visibility credibility gaining business saving money building relationships


CHALLENGE FOR BUSINESS What An effective way to face issues within a specific company with the help of others, using troubleshooting methodology. Why To improve strategies and stimulate the collaboration inside companies themselves and between involved companies. How • Create and post your challenge • Attend troubleshooting sessions • Give your feedback • Improve your capabilities Example Solving issues about human resource strategies.

E


System map CHALLENGE FOR BUSINESS

COMMUNITY

MEMBERS

EXPERTS

CdC Relationship Financial flows Information flows Material flows

E


Service blueprint 1 month

2 day a month

1 month

timeline

CdC JOURNEY

AWARENESS

POSTING CHALLENGE

TROUBLESHOOTING ORGANIZATION

TROUBLESHOOTING SESSION

TROUBLESHOOTING SESSION

SESSION ANALYSIS

DOSSIER PUBBLICAT

Physical interaction Front office consultancy

Digital interaction

newsletter

Cdc hub

website

website

Cdc hub

CdC hub Arena

email to the n° challenger members

Back office

Digital library

website

Digital library (website)

Line of interaction

Front of stage interactions

talk with member

contact experts about the challenges

attendance to the meeting

Expert talks

creation of physical and digital dossier

pubblication of d on different chan

invitations to experts and challenger members

Gather informations

Gather insights screening

screening of feedback organization of contents and conclusion

send notification n° challenger mem

Line of visibility

CHALLENGE for BUSINESS

Backstage of interactions

Choice the most suitable employee

Gather applications screening

Organisation of talks

n° challenger members

Support characters

experts

n° challenger members

experts n° challenger members

n° challenger members

community

Members JOURNEY

AWARENESS

POSTING CHALLENGE

TROUBLESHOOTING ORGANIZATION

TROUBLESHOOTING SESSION

TROUBLESHOOTING SESSION

SESSION ANALYSIS

DOSSIER PUBBLICAT

Physical interaction Front office consultancy

Digital interaction

Cdc hub

account (website)

account (website)

email

talk with employee information on website

submit the challenge

send the confirmation

Cdc hub

Digital library

Cdc hub

members platform

members platfor

release of feedback

consulting the do

Line of interaction

Front of stage interactions Line of visibility

Backstage of interactions

formulation and explanation of needs

Support characters

CdC

transofrm the need into a challenge to share with others members

CdC

CROWD - SOURCING

share experience and knowledge brainstorming

start to think about possible solutions

CdC

CdC n° challenger members

interaction during talks

awareness and clarifitcation of need

analysis of other insight

expert CdC n° challenger members

CdC

analysis and impl tations within com nies

CdC

CROSS - FERTILISATION


TIONS

........ after 11 month

COMPANIES IMPLEMENTATIONS

CdC Arena Pinboard

website

CdC social media website notification email to the winner

dossier nnel

consultations of challenger reports

ns to mbers

gather and selections best results

TIONS

REWARDS

events and celebration

BENEFITS FOR CDC increasing exsisting consultancy opportunity to exchange

organisations and invitation for event n° challenger members

winner community

COMPANIES IMPLEMENTATIONS

rm

members platform

ossier

post on the membership platform

lemenmpa-

creation of applied results report

BENEFITS for MEMBERS AND COMMUNITY learn from peer and experts support economic growth exchange knowledge

Winner JOURNEY

REWARDS

Physical interaction CdC Arena Pinboard

Digital interaction

email

Line of interaction

Front of stage interactions

pitch during celebration

Line of visibility

Backstage of interactions

Support characters

organization of the pitch

CdC winner community

BENEFITS for THE WINNER AMONG ALL THE MEMBERS gaining business saving money building relationships learn from peer and experts


F

Re Economy About the project The situation: PSSD Final studio / Co-Design sessions Contributed in: Design research; tools design; graphic design; video making / editing Date: October 2019 - November 2019 Challenge: As a part of our final studio, in the context of a new neighborhood in MilanoSesto (Italy), this stage aimed at including stakeholders and users in our service design process to better define our service idea; to learn to design boundary objects and tools, and to learn to carry out a co-design session. The assignment would generate an advanced service idea already tested and improved accordingly to the results of the co-design activities we would perform.

Video F.01


Service concept

Re Economy. In the future, sustainability will be a necessity rather than a trend. The aim of the concept is to facilitate shifting towards more sustainable models of consumerism and, to do this, the service focuses on how people acquire and use products throughout their life cycle.

COMMUNITY Promote the formation of a strong community, making users active participants of the service

HABITS OF CONSUMPTION Encouraging change in consumer habits towards a sustainable economy and circulation

PRODUCT LIFE CYCLE Encourage new ways of buying and using products with the aim of extending their life cycle F


Main activities

$ RENT

EXCHANGE

SHARE

BUY

EVENTS

DELIVERY

REPAIR

TAILORED

Actors Users

The subscribers as users and co-providers of the service. As co-providers they can be involved in logistics, item repair and management of the service. As users they can benefit from the service and from events and activities related to it.

Companies

Companies act as partners, providing the platform with new products or systems, corresponding to the values of sustainability of the service. In this way, users can use products and testing their efficiency. Companies can receive feedbacks from potential users.

F


Schedule SURVEY

USERS’ CO-DESIGN

29/10

| 04/11 | 05:30 p.m.

STREET CO-DESIGN | 30/10 | 04:00 p.m.

PRE CO-DESIGN SESSION General survey by instagram stories and a questionnaire to receive the first feedbacks from people on the topic of sharing and potential ideas based on creative brainstorming.

EXPERTS’ CO-DESIGN | 08/11 | 05:00 p.m.

INTERVIEW | 05/11 | 09:30 a.m.

STREET CO-DESIGN SESSION Exploratory co-design session to investigate users’ propensity for alternative forms of consumption. Two tools were designed for this activity: a short question and three sorting boxes with object cards.

1st USER CO-DESIGN SESSION Identification of opportunities and limitations regarding different forms of collaborative economics. The tools provided helped to understand the level of confidence of potential users within our service.

INTERVIEW Interviews on the theme of logistics and activities related to reuse, repair and sharing. The experts have implemented the results and the survey on the subject of sustainability-related services and alternative consumption methods

F


EXPERTS’ CO-DESIGN

USERS’ CO-DESIGN

| 12/11 | 05:30 p.m.

| 13/11 | 07:30 p.m.

CONCEPT RE-DEVELOPMENT | 09/11 - 10/11 |

1st EXPERT CO-DESIGN SESSION Overcoming users’ limits and fears by providing experts insights from the first codesign session. Experts were free to express their opinions in brainstorming-based activities.

EXPERTS’ CO-DESIGN | 13/11 | 09:30 a.m.

2st EXPERT CO-DESIGN SESSION Detailed co-design sessions to understand economic strategies, partnerships, economic feasibility and scalability of the service. Tests and reviews on possible implementations were made.

INTERVIEW | 15/11 | 6:00 p.m.

2nd USER CO-DESIGN SESSION Session focused on exploring users’ preferences and behaviour in our service. Testing tools were developed to check the feasibility of possible implementations derived from the previous meetings.

F


Concept re-development The initial concept was quite broad, with many possibilities considered. The aim of the co-design sessions was to narrow down these possibilities, understand which are relevant and attractive for all actors and they could function. Following the first two co-design (1st users and 1st experts) sessions, some changes were made to the service concept, in order to accommodate the insights that were generated. To begin with, the focus was placed on renting, eliminating the other types of acquisition. When it came to swapping there was an issue with users and defining the comparative values of their object. We kept both the user and the companies as potential item providers, as we found it necessary to further explore this option. The idea to have the community co-provide the service was kept in order to be further tested. Regarding the object appeal and creating narratives, we thought about developing stories around each object in our service. Objects coming from companies would have stories about how they were made (focusing on sustainability in manufacturing and materials) and would gain more personal moments as users rent them and use them. Items coming from users would have a more personal story. The users were intended as cocreators of this stories.

F


System map

PLATFORM PLACE

COMPANIES

ITEMS

Items providers Renting Managing

USERS

ACTORS TOUCH POINTS

Reparing Delivery

F


Service re-development OBJECT STORIES One of the main insights of the first two sessions were the importance, for users, to know who used the object before them and, according to the experts, to create an appealing narrative around the object. This idea was evaluated in the second co-design session with users, where we learned that users like different types of stories depending on the type of object. Overall, the stories most preferred gave some context for the history of the object without being too personal (e.g. “This jacket was my dads” was fine, but “I wore this dress on my first date with my now-husband” received a decisive no). Users appreciated knowing more about the materials and manufacturing, without it being too like a product description. Finally, users preferred stories which gave some information about the more functional aspects (e.g. “I took this backpack on a recent trip and it was really comfortable to carry”). Another aspect to include in the stories was how using this object changes the user’s negative impact on the environment, as a way to prompt people to think about what buying a product means in environmental terms. OBJECT REPAIR Repairing objects is an aspect of extending their lifecycle that our service would offer. During one of the discussions with users, the subject of whether or not they would rent items that had been repaired came up and there was a general agreement that this would pose no problem. The repair would be performed by skilled individuals within the service, for which they would receive some compensation. The repair function will be supported by tool kits and tutorials on the platform.

F


EVENTS AND EXPERIENCES An insight from the sessions was that users would need a prompt to start using the service that goes beyond it being convenient or sustainable. Organizing events and focusing on providing additional experiences is a way to promote the service and attract people to try it. Examples include creating custom colour palettes and a styling service (when it comes to clothes), or offering discounts and special deals (for any types of items). ITEMS LEASING Several ways of acquiring items were considered, buying, receiving them for free or leasing them. Buying was deemed too expensive and unnecessary, receiving them for free proved to be unrealistic (it would provide us with low-quality items). Leasing, where companies or users receive a percentage every time their item is rented was preferred by the expert in the second expert co-design, giving appropriate levels of incentive for the item providers and more realistic economic returns for the service. PHYSICAL SPACE The physical space serves as a store where items can be brought and taken from, as well as a setting to display the stories of the different items. The goal is to provide a more immediate interaction and give the service a physical presence within the neighbourhood. PLATFORM The digital platform serves as a way of users to see what items are available, see their stories and reserve them. It also contains aspects of the repair service, such as tutorials or contacts to people who can repair products.

F


Second revenue source Second life to unsold products

SERVICE RE-DEVELOPMENT

S PROVIDERS ITEM

F

step 1

Lease

step 2

Sponsorhips

step 3

Testing products

RE-ECONOMY SERVICE COMPANIES

Social business

Sustainable brands Surplus from other companies

IT E


TOUCHPOINTS Tutorials

TOUCHPOINTS Digital platform Physical space

RENT

Primary target: Temporary residents Secondary target: MilanoSesto residents

VALUE Value created through stories of sustainable production and impact

E MS

Physical space to access repair kits

REPARATION

ts on the servi ce coun s i D

Pay per rent

% p e r r e nt

Events

P RO V I D E R

USERS

LIFE CYCLE Prolong life cycle of the objects and train people

S

TOUCHPOINTS

Digital platform Physical space

F


G

Photography Personal works


G


G


Profile for Lan Nguyen

Lan NGUYEN Portfolio  

Lan NGUYEN Portfolio  

Advertisement