INTUY Process Book

Improving the presence of local Ecuadorian design products in new market spaces 748 - Design Management Final Project Michelle Estrella Herrera Fall 2020 | SCAD

Table of Contents II. RESEARCH PROTOCOL

I. PROJECT PLANNING Introduction DMGT definition Subject of study Problem Statement Opportunity statement Target audience Purpose of study Scope of study Research methodologies Umbrella question Sub - questions Research matrix Research activities Research area Timeline

5 6 7 8 9 10 11 12 13 14 15 16 19 20 21

Purpose of Research User Groups

23 24

III. CONDUCTING RESEARCH Secondary Research Business Environment /Stakeholders map 2x2 Matrix Local design PESTEL SWOT Primary Research Survey Interviews

25 30 31 32 33 34 35 43

Table of Contents IV. RESEARCH SYNTHESIS Affinitization Key Insights Empathy map Personas

49 53 54 56

V. DESIGN CRITERIA & CONCEPT Design Criteria Creative matrix 2x2 Matrix: Different & good Workshop Concepts Workshop Feedback 2x2 Matrix: Value / Difficulty

62 64 67 68 69 75 77

VI. CONCEPT PROTOTYPING & FEEDBACK Brand Choosing Incubators Etsy Skillshare Value Proposition Canvas Zag Business Model Canvas SWOT Strategic Plan Documenting User Draft Prototyping

78 80 82 84 86 88 90 91 92 93 97

Table of Contents IX. FINANCIAL COMPONENT

VII. BRAND / BUSINESS IMPLEMENTATION Brand conceptualization Brand Business Relationship Map

Monetization Model 98 100 101

Intuy APP IIntuy Pop-Up Store

IX. CONCLUSION Conclusion

VIII. FINAL PROTOTYPE 102 106

107

108

IX. ANNOTATED BIBLIOGRAPHY Annotated Bibliography

110

Ecuadorian Design As a designer, I have always had the same question, how can I define Ecuadorian design? Growing up in a country so small in population and area but so diverse and rich in cultures, textures, and colors makes it difficult to give it a single identity. For me, Ecuador's design is unique; most of the pieces take the heart of the designers and artisans who make them. Unique pieces handmade with the most delicate details.

What is Design Management?

Design Management is human-centered problem-solving processing that enables innovation and the creation of well-designed solutions that improve quality of life and provide organizational success and add meaningful value to people.

Subject of Study This study aims to use Design Management methodologies to study the Ecuadorian locally-made market and understand the relationship between local designers and consumers.

Problem Statement According to the Global Entrepreneurship Monitor (GEM) Ecuador Report 2019-2020, 82.7% of Ecuadorians have seen the need to start their own business due to lack of employment (Virginia Lasio, 2020). Without a doubt, these figures are alarming and even more so for young people, who reach an approximate figure of 67 million globally, according to the International Labour Organization (ILO, 2020). Unfortunately, professional designers are no exception. Living in a country where design is undervalued, large companies, due to the alarming economic losses, have been seen in the need to cut the budget to design services, and in some cases, the design department is completely liquidated. (Factoria, 2016) As stated by (Factoria, 2016) in Ecuador, there is no culture of consuming design. Therefore, the process of "design" is mostly limited to elaborating graphic pieces without any concept of means. The consumer has the misconception that design is aimed at an audience that consumes luxury, exclusivity, and is not necessary to purchase. During the global COVID-19 pandemic, IPSOS conducted a nationwide survey in which 78% of participants confirmed that they would spend more money on purchasing local products and services (Coba, 2020). Thanks to these changes, it is the ideal time for designers to connect with new consumers and adapt continuously to their needs. This change in mindset allows the misconception of design to change in the future.

A further reality that has pushed young designers to undertake their projects is due to the low value of their work. In Ecuador, a professional designer earns, on average, between $9,000 and $11,400 per year in a full-time modality (8 to 9 hours per day) (Carreras, 2019). As Guillermo Sanchez claimed, an academic advisor of the Pontifical Catholic University's design career, the problem with the designers who have decided to undertake is the little capacity they have to identify and adapt to the Ecuadorian market. (Sanchez, 2020).

This insight brings in a need to help the increasing number of young Ecuadorian entrepreneurs develop strategies to adapt to the growing market and increase the consumption of local design.

Opportunity Statement P1 What is the potential opportunity space?

Given these challenges, there is an opportunity to build a new framework that facilitates the Ecuadorian designer's ability to adapt and connect with the consumer through tools that allow them to understand the growing market.

P2 How might this study make a contribution?

2A This project will help me develop skills as a researcher by applying the processes learned in the Design Management program at SCAD and building confidence by using the methods and techniques learned into a real-world problem.

2B This project will benefit Design Management at large by addressing how Ecuadorian designers currently connect with the growing market and how this process can be improved.

2C This project could benefit the world by helping young entrepreneurs focused on product design, increasing their sales, and having a plan that can be replicated in the future.

P3 How does this study prepare me for entering my chosen profession?

Based on my previous experiences in which I practiced my profession in product design in Ecuador, I always wanted to have the opportunity to deepen my research methods and understand the market in which I offered my products. This has been one of the most substantial reasons that encouraged me to decide on this program. I firmly believe that having the necessary skills and tools will also help me benefit many young designers in the same situation.

Target Audience

Purpose of Study The purpose of the study is to understand the Ecuadorian market and provide tools that allow enterprising designers to adapt to a growing market by using Design Management methods.

Scope of Study

Research Methodologies Qualitative data: The research methods used in the study are mainly qualitative. First of all, there is very little published information on the Ecuadorian, domestic, industrial, product design, and consumer goods market. Therefore, to understand in-depth the motivations, problems, and past experiences, this study will focus on qualitative research methodology. This will guide most of the process by identifying findings, turning them into insights, and ultimately developing areas of opportunity.

Umbrella Question How might we use Design Management methods to increase the presence of local Ecuadorian designs in the new market space?

Sub Questions How might we define design management methods?

How might we define local Ecuadorian Design?

How might we define new market spaces for Ecuadorian Design?

Research Matrix

Research Activities

Research Area

Timeline

RESEARCH PROTOCOL

Purpose of the research: This research aims to understand the problem in-depth and obtain key insights from experts in different areas. Furthermore, the issues currently faced by designers will be diagnosed in various design studios and complemented by a survey of consumers in general.

Methodology: Qualitative and quantitative.

Interviews: Design Experts: Willian Urueña; Industrial designer and President of the design chamber of Ecuador.

Juan Fruci; Strategic designer and academic.

Cristina Morejon; Design management.

Interviews: Market Experts: Melissa Dueñas; Marketing expert.

Maria Jose Sotomayor; Neuromarketing and Marketing digital expert.

Design Studios: Ideana; Dayana Velasco and Catalina Rios No mundano; David Jimenez Origenes; Giret Obando and Santiago Mena Bro4Pets; Antonella Parreño COSMOS; Carolina Rivadeneira and Leyla Egues.

User Groups

Design and Marketing Experts

Ecuadorian Consumers

Ecuadorian Designers entrepreneurs

SECONDARY RESEARCH Overview: Through the secondary research, we want to define the concept of design in Ecuador, analyze the current state and the environment in which entrepreneurial designers are managed in the Ecuadorian market, define distribution channels and analyze Ecuadorian market trends.

The Purpose of this theoretical approach is to be able to define some of the main characteristics of the Ecuadorian market.

Ecuadorian Design Industrial Design according to the definition of the World Design Organization (WDO): "Industrial Design is a strategic problem-solving process that drives innovation, builds business success, and leads to a better quality of life through innovative products, systems, services, and experiences." (WDO, 2015)

In Ecuador, the beginning of the Design is diffuse and little delimited. The influence of artists and architects, who brought a work strongly influenced by the Bauhaus, caused Design in both Ecuador and Latin America to lack a specific and objective structure. Within the Ecuadorian development, an erroneous interaction is generated within the understanding of the Design's activities and its fields of action due to the lack of delimitation and specific actions within the discipline.

This is why the development of the same, be it disciplinary, technological, and industrial, has been slowed down.

We must understand that Design in Ecuador has always been strongly linked to different sides, such as ancestral arts and crafts. So the first approach comes with the Panama Hat. The same take Panama's name since this was the country that internationalized it. People began to call it that without knowing that it was really Ecuadorian.

Article review

Problematic Lack of jobs

Its not well payed

Unemployement Budget cut in large companies I can't be creative

it's exhausting

I want to support locally

I want to promote jobs

Incentivize user-centered design Work together with other designers

Decision = Create my own business

Future Trends

Business Environment / Stakeholders map

2X2 Matrix / Local Desing Brands

Company Medium size business Small size business

PESTEL

SWOT

PRIMARY RESEARCH Overview: In this section we will decribe the process followed for the gathering of our data.

The results from the survey and interviews and show some interesting insigts that allow us to understand some of the values of the participants. In total we interview 11 subjects from our user groups.

Survey Guideline 1. Edad (age)

11. ¿Cómo ha sido su experiencia con las compras online? (How has your experience with online shopping been?)

2. ¿Con que genero te identificas más? (To wich gender you most identify?)

12. ¿Confías en las ventas online? Si, No y ¿Por qué?

3. ¿Cuál es tu ocupación? (What is your profession?)

4. ¿Cuáles son los ingresos anuales de su hogar? (What is your household income?)

13. ¿Alguna vez has comprado productos en Redes Sociales? (Have you ever bought products on Social Media?)

5. Con que frecuencia en el mes compra los siguientes artículos (How often do you buy these items in the month?)

14. ¿En cual de estas plataformas ?¿Qué opinas sobre los productos hechos en Ecuador? (What do you think about products made in Ecuador?)

6. ¿Qué es lo primero en lo que te fijas al realizar tus compras? (What’s the first thing you notice when you shop?)

15. ¿Conoces marcas de Diseño Local? Menciona cuales (Do you know local design brands?)

16. ¿Qué opinas del diseño local Ecuatoriano? (What do you think of the local Ecuadorian design?)

7. ¿Qué importancia tiene estos factores cuando vas a realizar una compra? (How important are these factors when making a purchase?)

8. ¿Con que frecuencia compra productos online? (How often do you buy products online?)

17. ¿Con que frecuencia buscas productos personalizados? (How often do you look for customized products?)

18. ¿Con que facilidad encuentras productos con diseños únicos o personalizados? (How easily do you find products with unique or personalized designs?)

9. ¿Qué métodos de pago prefieres? (What payment methods do you prefer?)

10. ¿Cuáles son las apps y/o paginas web de venta online que utilizas o has utilizado?

(What are the online sales apps and/or websites you use or have used?)

19. ¿Cuándo buscas productos hechos por diseñadores a donde acudes? (When are you looking for designer-made products where you’re going?)

20. Gracias por tus respuestas! Si estas dispuesto a participar en una entrevista por favor comprárteme tus datos (email o celular)

146 Participants

Survey Data Points

Key take aways 72% of the participants are between the ages of 21 to 50.

Most of them are employed or self-employed.

The most widely consumed products are clothes and personal accessories, followed by home furnishings.

Price is the most crucial factor when making a purchase, followed by quality. And the last thing you look at is whether it’s a local product.

54% of interviewees said they rarely buy products online.

Most participants have opted for their preferred means of payment to be wire transfers.

As social media platforms, 47% of participants prefer to make their purchases through the Facebook marketplace, followed by Instagram and Whatsapp.

The opinions of the participants are very divided. There is a significant percentage of people who do not know about local designers or consume Ecuadorian products per unknown origin.

Many responses reflect that it is easy to confuse Ecuadorian design brands with retail stores that offer foreign products.

The lack of trust users have in online shopping is still predominant.

Although the experience has recently improved, it is challenging to trust 100% in these transactions.

Interview Guideline Our research will be guided by the following questions: (Design Experts/Academic) · What do you think are the biggest challenges facing professional designers who have recently graduated? · How does the academy prepare design students so that their products and projects can stand out in the future? · Do you think that students who graduate in product design have the tools to manage an enterprise independently? If the answer is no, what do you think are the most significant gaps so that this is not a reality? · Do you know successful design studios currently run by young designers? · How popular is local design in the market? · How has the pandemic affected Ecuadorian designers?

Our research will be guided by the following questions: (Marketing Experts) · What are the market trends for 2021 and the future? · What is the market’s acceptance of products made by local designers? · What do Ecuadorians base their purchasing decisions on? · What are the distribution channels currently used in Ecuador? · How has the pandemic affected these distribution channels? · What are the competitive pressures faced by new businesses (start-ups)? · What is the key to reaching the consumer and maintaining a strong presence?

Our research will be guided by the following questions: (Lead Design Studios Owners or delegates) / (small Design Studios) · What is the key to reaching the consumer and maintaining a strong presence? · What are the biggest challenges you have faced as a studio (brand) during your career? · What is your current relationship with the market? · How did you adapt to the drastic changes in the market when the pandemic began? · What are your distribution channels? · How do you manage your social media presence? · What is your target audience? · How do you identify new market niches? · Do you think the market values design? · What are your short- and long-term goals as a company? · How do you currently connect with your buyers?

The Participants

Maria Jose Sotomayor

Melissa Dueñas

Cristina Morejon

Marketing Experts

BRO4Pets Antonella Parreño

Nomundano David Jimenez

William Urueña

Juan Frucci

Design experts

COSMOS Carolina & Leyla

Origenes Giret & Santiago

Ideana Dayana & Catalina

Inti Eyewear Martin Valencia

Inti Eyewear Analysis

Interview Quotes (Experts)

Interview Quotes (Designers)

RESEARCH SYNTHESIS Overview: In this section we will decribe the process followed for the gathering of our data.

The results from the survey and interviews and show some interesting insigts that allow us to understand some of the values of the participants. In total we interview 11 subjects from our user groups.

Affinitization / Experts

Affinitization / Designers

Affinitization / Consumers

Affinitization

Key Insights

Empathy map / Designers

Empathy map / Consumers

PERSONAS

Designers

Background: Maria Paula is a recent graduate student of industrial design. She is currently an intern at a company where most of her work is focused on graphic design. Some time ago, she was thinking about starting her own business because she can't find other job opportunities.

She does not know how to start a business and feels that she does not have the necessary tools. Maria Paula would like to meet other designers in the area and learn from their experience.

Maria Paula Rodriguez

21

Job Profile:

Intern

stcatnoC

Age:

egdelwonK ssenisuB

Just Fresh tiripS lairuenerpertnE

Archetype:

Pains: -Low skills in business.

-She doesn’t have much capital to invest.

-Doesn’t know any other designers who want to undertake.

-She doesn’t know how much to charge for his services.

-She doesn’t know what products the market needs.

Motivations: -Professional growth.

-To be able to manage her time.

-Focus on her abilities.

-Exploit her creativity.

-Support from family and friends.

-She knows social media very well, and she loves creating content.

Designers

Background: Mariana and Andres are friends since college. After working for a long time in a company and they decided to start their own business. They have been in the market for two years now. They know their distributors and products well, but they don’t know how to connect with new customers. Their brand is not yet registered. The capital they earn is reinvested in their products.

Pains: -They don’t know very well how to budget or make business plans yet.

-They are not sure what production capacity they have.

-They can’t invest in legal advice.

-Since they both have other freelancer jobs, it makes them difficult to organize their time.

Daniela & Andres

Age:

26 & 29

stcatnoC

Job Profile: Entreprenuers

egdelwonK ssenisuB

The innovator's tiripS lairuenerpertnE

Archetype:

Motivations: -The pandemic helped them to promote their products, more people know about them.

-They have improved the production processes.

-They want to participate in a Latin American contest.

-They are motivated to be able to help the community and design eco-friendly products.

Customer "I love buying unique things, but it takes too long to look for local design stores."

Background:

Marcela Garcia

Marcela considers herself a fashionista. She loves to buy unique things for her home and personal use. She believes that it is vital to promote local design and give more promotion to Ecuadorian products, values the work of designers and artisans who manufacture these pieces.

Pains:

Archetype: The Shopper Age:

38

- Can’t find local design stores quickly.

- Not all design stores handle digital payment methods.

-Has had bad experiences with some products due to their quality.

Willing to spend

$25

$200

Average $50 to $100

Social Media favs:

Customer "Since I decided to start my job as a remote employee, it has been challenging to adapt a space in my apartment where I can feel comfortable."

Background:

Esteban Suarez

Esteban is a program developer, he used to work on a coworking, but because of the COVID-19, he decided to work from home. He is looking for furniture that adapts to his apartment and gives him comfort and versatility to feel motivated and work without distractions. He enjoys outdoor activities with his pet. He's looking for some supplies for his dog.

Pains:

Archetype: Home Office worker Age: 30

- Can’t find furniture that adapts in small areas.

- The quality of some desks he finds is not the best - Old fashion designs -He doesn't like to spend too much time on social media.

Willing to spend

$25

$200

Average $100 to $200

Social Media favs:

Customer "I love sharing my lifestyle with my followers and supporting local brands."

Background: Uti is a girl who loves sharing her life on social media.

The brands she works with are brands that she consumes is why she always looks for stores that support the community and are fair to their workers.

Uti Torres

Archetype: #INSTALOVER Age:

26

Goals: - Support local stores.

- Find unique designs.

- Work with collaborations.

- Create products of special edition with some brands.

Willing to spend

$25

$200

Average $25 to $50

Social Media favs:

DESIGN CRITERIA & CONCEPT Overview: Based on secondary research and primary research insights, all key problems were analyzed and filtered to align with the research purpose.

In this section, we will map out opportunities, design criteria, and the concepts evaluated in a workshop.

Design Criteria

Creative Matrix

Creative Matrix

Creative Matrix

Different and Good / Discover Value

Workshop / Instructions Hello, Thank you for participating in this workshop!

Below you will find an evaluation matrix that is composed of three parts: 1) In this box, you will find notes to share your ideas, critiques, and questions about each of the concepts. You can use as many as you like!

2) This box is intended for votes, it grades each concept from 1 to 3 (1 = more applicable / 3 = less applicable) in each of the concepts.

3) Finally, in this box, possible combinations of concepts will be evaluated. There is no limit to combinations.

In the last row, you will find the necessary tools to complete the matrix!

Hola, Gracias por participar en este workshop!

A continuación encontraras una matriz de evaluación que esta compuesta por tres partes: 1) En este casillero encontraras notas en las cuales puedes compartir tus ideas, criticas y preguntas acerca de cada uno de los conceptos, puedes usar tantas como gustes!

2) Este casillero esta destinado para votos, califica cada concepto del 1al 3 (1 = mas aplicable / 3 = menos aplicable) en cada uno de los conceptos.

3) Por ultimo, en este casillero se evaluara posibles combinaciones de conceptos, no hay un limite de combinaciones.

En la ultima fila encontraras las herramientas necesarias para completar la matriz!

Concepts 1/4

Concepts 2/4

Concepts 3/4

Concepts 4/4

Workshop / Evaluation Matrix

Workshop / Evaluation Matrix (Español)

Workshop feedback / results

2x2 Matrix: Value / Difficulty

2x2 Matrix: Value / Difficulty Luxuries Strategic Wins High Value Quick Win

concept 3

concept 3

concept 1

concept 4

concept 1

concept 2

concept 3

concept 2 concept 1

concept 2

Competitor Research Overview: Based on the market analysis in this section, we will choose and analyze competitors that offer similar businesses.

In this section: Competitors selection Competitors SWOT Business Models Synthesis & Takeaways.

Brands Choosing

These three companies are accelerators of enterprises in Ecuador. They manage the same business model, focused on the incubation of projects through mentoring.

Etsy is a global market for unique and creative items. It is home to a universe of special and extraordinary items ranging from unique artisanal pieces to vintage treasures.

Our goal as a company is to lead with our principles and spread sustainability and responsibility ideas whose impact can reach beyond our own business.

Skillshare is an American online learning community for people who want to learn from educational videos. The courses, which are not accredited, are available through subscription.

The majority of courses focus on interaction rather than lecturing, with the primary goal of learning by completing a project. The main course categories include creative arts, design, entrepreneurship, lifestyle, and technology.

Value Proposition FOR Ecuadorian designers' who have decided to entrepreneur, and WHO are actively looking for training and new strategies for seeking new market places with their brands, FOR Ecuadorians consumers, WHO are looking for locally-made products.

OUR innovative solution facilitates their experience WE DO THIS BY providing a digital space in which they will find the necessary tools to achieve success UNLIKE existing incubators of businesses and e-commerce stores OUR approach is being empathetic, inclusive, user-friendly, and adaptable to every business.

Zag

Zag

The Business Model Canvas

SWOT

Strategic Plan

Documenting Users Three target users under three user scenarios

Service Blueprint "Just Fresh"

Key results: Download templates easy to use Planning.

Learn from other experiences.

Participate in events that introduce you to the business.

Clear your doubts.

Connect with other designers, manufactures, distributors, and experts.

05

Service Blueprint The Innovators'

Key results: Have a diagnosis of your company.

Download templates easy to use.

Monthly planning with experts.

Participate in events.

Connect with other designers.

Increase their sales.

Connect with new market spaces.

E-commerce platform.

05

Service Blueprint "The Shopper"

Key results: E-commerce / online shop Facility in payment methods.

Safety transactions.

Support local businesses.

Find unique designs.

Customer service Quality guaranteed.

05

Draft Prototyping APP Description: The application is designed to work as a link between the user and the company. The idea is to offer the main features that allow the user to work from anywhere and stay connected. The app will be supported by the management of accounts in social media and the other product that would be a mobile store.

Brand / Business Implementation

Brand Conceptualization

Brand Logo:

App Logo:

Main font: Intuy

:

Kiwchua

Collaboration / Colaborative work

Main color palette: 05

Ecuadorian Consumers Provide an e-commerce platform, safety transactions, promote local products.

Desing Entreprenuers / The innovators' Provide training, advice in different branches, give greater visibility to your products and an e-commerce platform.

Design Students / Just fresh Provide educational tools and prepare them to face the reality of the country Buy extra tools Workshops Free content Connect with the community.

Pop-up store / Premium subscription Sales fee Promotion Platform.

Training / Premium subscription Diagnose Educational Institutions

Free content Connect with the community.

Design chamber of Ecuador Educational Institutions Design chamber of Ecuador

Experts

Design chamber of Ecuador Distribution channels

Influencers

"Intuy" App

"Intuy" application is a digital platform where a collaborative user-friendly environment is promoted, designed to serve as a link with users.

The features it provides allow you to connect from wherever you are.

Keep up to date, help you organize your work, and allows you to keep track of your account.

Business Essential Guide

Prototype

@intuy_ec

In this space, articles and blogs of interest will be shared, focused on promoting the entrepreneurial spirit.

A checklist is a tool in which designers can simply understand the steps they need to take to form and consolidate a business.

Into the feature of KIT, the user will find cards with easy-to-apply methodologies and tools to develop a business plan. Same as templates, you can download them in different formats.

Prototype Esteban Armendaris Business Advisor

Legal 5.3% Promotion 10.5%

Karolina Espin

Diagnose

Brand 52.6%

Legal Advisor

Product 31.6%

Andres Herrera Marketing

Schedule a session

@intuy_ec

Under the diagnostic feature, the designer will find a quiz that will evaluate your company in different aspects such as business, marketing, product, among others. And it will show you a result in general in this way. You will be able to connect the user with the necessary experts in each area and provide mentoring to develop a plan.

Prototype

Wood

Networking Space

Embroidery

@intuy_ec

Ceramic

Under the Networking space feature, the user will find 3 main options. Event area in which they will find various workshops and events online. FAQs allow users to interact with each other or find answers to frequently asked questions. The Directory is a database in which the user will have access to distributors, manufacturers, and experts' descriptions and personal contact.

The pop-up store is the first approach we want to have with consumers. It's designed to promote the designer's brands, provide direct access to the online store and connect users with social media accounts.

These accounts are planned to share content that shows the process behind creating the products and how this benefits the community.

This is thinking to appeal to the consumer's feelings and empathy and provide the satisfaction of supporting local business and the community.

Social media accounts

Online Store

@intuy_ec

Pop-Up Store

Monetization model "Intuy monetization model will earn revenue to generate profits. The model describes the four main revenue streams proposed in the Business Model.

$20 (One Payment)

B.E.G Tools

$100 (Monthly)

Diagnose Mentoring (1 meeting) Monthly Planning B.E.G Tools Pop-Up store

%5 (fee)

Sales fee

$15-20 (per event)

Events Workshops.

20

Conclusion

-Design in Ecuador promises to be a significant change in the country's productive development.

-The creation of these projects allows articulating the productive apparatus with the ecosystem of design so that together they contribute to the development of the culture, the production, and the economy.

-Support for local businesses benefits the community and employment generation in vulnerable sectors.

THANKS!

Annotated Bibliography Best, K. (2015). Managing Design strategy, process, and implementation.

United Kingdom: Bloomsbury Publishing.

Creswell, J. W., & Clark, V. L. (2017). Designing and Conducting Mixed Methods Research. United States: SAGE Publications.

Summary: Opening with a contextual overview of the subject, Design Management then explores the stages of applying design to business.

(Rationale) The key learning is to learn about different design strategies, processes, and applications to use the best suitable for this research.

Summary: Includes information about the dynamic and evolving nature of mixed methods research, four additional methodological approaches, and coverage of new directions in mixed methods. (Rationale) This book's key learning is to learn various design research methods to use the best suitable for this research.

Coba, G. (2020, June 25). Primicias. Retrieved from Así serán las tendencias de consumo y negocios en la ‘nueva normalidad’: https://www.primicias.ec/noticias/economia/tendencias-consumo-negociosnueva-normalidad/ Summary: This article explores and analyzes consumption trends in Ecuador today and how market preferences have changed due to the global pandemic. (Rationale) The key insight is that in Ecuador, the market trends for 2021 focus on having a new life based on the “low cost” and the consumption of sustainable and local products.

Factoria. (2016, October 12). Factoría Comunicación Visual. Retrieved from Is design valued in Ecuador?: http://www.lafactoria.com.ec/actualidad/sevalora-diseno-ecuador/.

Summary: This article focuses on giving an overview of the value of design in Ecuador and the consumer’s perspective on design. (Rationale) Having a clear idea of how the design was perceived in the past allows me to contrast and understand how the market mentality has changed.

Fernandez, S. (2014, May 19). History and Theory of Latin American Design.

Retrieved from Historia del diseño en Ecuador: http://historiadeldisenolatinoamericano.blogspot.com/2014/05/historia-deldiseno-en-ecuador.html Summary: This article explores the history of Ecuadorian design and its changes over the years. (Rationale) The key insight from this article is to include a timeline of the evolution of local design. The objective is to understand how it has been adapted during the years.

Granet, K. (2012). The Business of Design: Balancing Creativity and Profitability.

United States: Princeton Architectural Press.

Summary: From billing to branding, client management to marketing and licensing, The Business of Design reveals the tools necessary to create and run a thriving design business in today's ultra-competitive marketplace.

(Rationale) The information in this book will help me understand how design can be transformed into a business.

Gravier, M. G., Mirkin, D. C., Buitrago-Trujillo, J. C., Orozco-Álvarez, M., Sato, A., Utsch, A., . . . Ál, P. (2020). Diseño latinoamericano: diez miradas a una historia en construcción. Bogota: Utadeo.

Summary: This book studies the diversity and richness of the different histories of Latin American design. It offers 10 essays by the authors of the most outstanding institutions. They approach the historiography of design in a broad sense. (Rationale) The key idea of this article is to include a chronology of the evolution of Latin American design. The objective is to compare the reception and perception that the general public has of design in different Latin American countries.

IPSOS. (2020, Mach 24). IPSOS. Retrieved from Covid-19 Surveys: https://www.ipsos.com/es-ec/covid-19-nuestras-investigaciones-son-tuyas Summary: This source provides several quantitative data from surveys conducted during the covid-19 pandemic. (Rationale) This information is useful to understand the changes in the Ecuadorian consumer that emerged in the last months.

Junginger, S., & Faust, J. (2016). Designing Business and Management. United Kingdom: Bloomsbury Publishing.

Martin, B., & Hanington, B. (2012). Universal methods of Design. Gloucester: Rockport Publishers.

Summary: Address the challenges and issues of designing business from a design perspective. Designing Business and Management combines practical models and grounded theories to improve organizations by design.

For designing managers and managing designers, the book offers visual and conceptual models and theoretical concepts that connect the practice of designing with changing, organizing, and managing. (Rationale) This book serves as a reference and guide to transforming the design into a business, applying the methodologies that best suit this project.

Summary: This comprehensive reference provides a thorough and critical presentation of 100 research methods, synthesis/analysis techniques, and research deliverables for human centered design, delivered in a concise and accessible format.(Rationale) This book is important to this study to bring attention to the many possible ways to go about researching this project.

Kumar, V. (2013). 101 Design methods: A structured approach for driving innovation in your organization. Hoboken: Wiley.

Summary: This book provides a set of collaborative design research methods for planning new offerings. Starting with the design innovation process models, it offers 101 different methods to practice and apply research.

(Rationale) This book is important to this study to bring attention to the many possible ways to research this project.

Pérez, E. (2013). Pontificia Universidad Católica. Retrieved from “Aproximación a una propuesta para una política nacional de diseño para el Ecuador": http://repositorio.puce.edu.ec/bitstream/handle/22000/5631/T-PUCE5787.pdf?sequence=1&isAllowed=y Summary: The author of this thesis makes an in-depth study and analysis in the approach to a proposal for a national design policy for Ecuador.

(Rationale) This paper is important for this project because it helps to understand the role of the designer today.

Revelo, O. (2017). Pontificia Universidad Católica. Retrieved from El comportamiento del Consumidor Ecuatoriano desde la perspectiva psicológica: https://repositorio.pucesa.edu.ec/handle/123456789/2081 Summary: In this undergraduate thesis, the author studies consumer behavior from a psychological perspective. (Rationale) This study is focused on Ecuadorians, so it will be beneficial for this project to understand consumer behavior and preferences.

Snijders, W. (2018). Eat Your Greens. United Kingdom: Matador.

Summary: Eat Your Greens is inspired by the genuine advances in marketing science. It challenges us to change the way we think by taking the huge body of knowledge gained from data and technology and applying the best evidence-based thinking to the practice of marketing and communications. (Rationale) The key insights of this book are to have a better idea about marketing and communication strategies.

Thompson, D. (2018). Hit Makers: How to Succeed in an Age of Distraction.

New York: Penguin Books.

Summary: Every business, every artist, every person looking to promote themselves and their work wants to know what makes some works so successful while others disappear. Hit Makers is a magical mystery tour through the last century of pop culture blockbusters and the most valuable currency of the twenty-first century—people’s attention. (Rationale) This book's key insight is to analyze different case studies of successful companies and why they have generated an impact on society and have been a great hit.