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PORTFOLIO RUDDY RODRIGUEZ STRATEGIC PRODUCT & SERVICE DESIGNER

M. E. A.

| +31 (0) 6 37 29 00 92 | ruddyrodriguez@live.nl | Tjeerdsraklaan 48, 3544 PD, Utrecht, The Netherlands.


STRATEGIC PRODUCT & SERVICE DESIGNER EDUCATION Technical University Delft, NL MSc. Strategic Product Design Graduation Project: 9/10 BSc. Industrial Design Engineering

RUDDY RODRIGUEZ

WORK EXPERIENCE Founder Rodriguez Strategy & Design Freelance Service Designer, Zilver BV Brand Strategist, Debuut BV

I’m Ruddy, 24 years old. I’m a strategic product designer, with service design as expertise. In this portfolio I would like to give you an idea about my professional skills. PERSONAL SUMMARY

I’m a thinker, but also a visualizer. I’m able to formulate, translate, and visualize problems to make them understandable to clients. That’s the power of visuals: it shows the gaps, complexity, or even the essence in its simplicity during the problem definition. Both parts business and design interests me: I understand the business side and tackle the problem with tools from a design perspective. That’s what makes me a strategic design thinker.

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STRATEGIC PRODUCT & SERVICE DESIGNER

COMPANIES I’VE WORKED WITH TRANSLINK SYSTEMS*, Amersfoort, The Netherlands | March – June 2016

Developing the ideal customer journey for Dutch travellers using a new product made by Translink Systems. *Translink Systems is the owner of the OV-chipkaart. This is a contact-less smart card system used for all public transport in The Netherlands. GEBERIT, Jona, Zwitserland | June 2016

Inspiring the product manager of Geberit with new ideas for the future by introducing the method brand driven innovation. DEBUUT BV, Utrecht, The Netherlands | September 2015 - March 2016

Implementing a new strategy to develop new concepts in the hospitality industry by making use of a brand toolkit. NIKETAN & ENVIU, Dhanka, Bangladesh | January 2015 – June 2015

Developing a biodegradable and affordable diaper for rural areas of Bangladesh. Project duration of six months with six weeks of fieldwork and product testing in Bangladesh. The team consisted out of 4 students. HEINEKEN, Delft, The Netherlands | September 2014 – January 2015

Conducting customer research to improve Heineken’s beer cards. This research made use of qualitative and quantitative data such as focus group sessions and questionnaires. The team consisted out of 6 students. ENECO, Delft, The Netherlands | November 2014 – January 2015

Improving the customer involvement for ENECO’s heating department. The team consisted out of 4 students. TONY CHOCOLONELY, Delft, The Netherlands | January 2014 – June 2014

Designing and implementing a new product for Tony Chocolonely. The team consisted out of 4 students. GiANT & EAFIT, Medellin, Colombia | July 2014 – June 2014

Consulting micro-entrepreneurs working and living in slums of Medellin. The team consisted out of 4 students.

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RAISON D’ ÊTRE This portfolio consists out of several themes that represent my skills obtained during my studies and work experience. BRAND STRATEGY

A brand can be more than just a name with an icon. During my graduation project I created a brand identity that inspires, guides, and adapts by using brand driven innovation as tool. SOCIAL INNOVATION

Design can be used for many purposes. I learned about social innovation during my exchange in Colombia and a project for Bangladesh. I realized that design could make a difference. DESIGN RESEARCH

Doing fieldwork is actually the first part of understanding someone’s experience. Translating them into a better product and/ or service is a challenge that I love to tackle. PRODUCT & SERVICE DESIGN

I’ve always wanted to combine creativity with technology. I found this during my studies in product and service design. I love to be part of the entire design process: from the discovery phase till the delivering phase. IMPLEMENTATION STRATEGY

When introducing a new product or service an implementation strategy is needed. As strategic designer I’m able to develop scenarios with different roadmaps and business cases.

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TABLE OF CONTENT PAG.

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BRAND STRATEGY | DEBUUT BV & POPOCATEPETL

Rebranding Popocatepetl by brand driven innovation Methods: brand driven innovation, cultural strategy, agile branding, customer research, corporate strategy, personas, customer journeys, retail design, implementation strategy, business case PAG.

12- 15

SOCIAL INNOVATION | ENVIU & NIKETAN

A biodegradable diaper for disabled children in rural areas of Bangladesh Methods: human-centered design, implementation strategy, business case, roadmapping, product design, context mapping, user testing PAG.

16-19

DESIGN RESEARCH | TRANSLINK SYSTEMS (TLS)

Customer experience: new way of traveling with public transport Methods: customer research, street interviews, house visits, workshops stakeholders, customer journeys, personas PAG.

20-21

SERVICE DESIGN | NINTENDO

Creating a new ecosystem for Nintendo (master course) Methods: customer journey, personas, concept development, graphic design, video editing PAG.

22-23

IMPLEMENTATION STRATEGY | ENECO

Increasing customer involvement in district heating by Eneco Methods: context mapping, customer research, concept development, roadmapping, implementation strategy, graphic design, video editing PAG.

24-25

WORK EXPERIENCE & ACADEMIA

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BRAND STRATEGY

GRADUATION PROJECT – TU DELFT & DEBUUT BV PROJECT DETAILS Graduation project Grade: 9.0 / 10.0 Company: Debuut BV Duration: 7 months

REBRANDING POPOCATEPETL BY BRAND DRIVEN INNOVATION

MENTORS Dr. Giulia Calabretta (TU Delft) Ir. Erik Roscam Abbing (Live | Work, TU Delft)

COMPANY MENTORS Fred Bus Mariëlle van Tol

Popocatepetl is a Mexican restaurant chain, located in seven cities in The Netherlands. It needed to rebrand it’s identity to be successful in the hospitality industry. The client is Debuut BV owner of 27 restaurants in the Netherlands. The company has no experience in restyling or rebranding its existing restaurants. It prefers to replace it for a new concept with a new name and interior. APPROACH: BRAND DRIVEN INNOVATION

I decided to use brand-driven innovation as tool to create a brand identity for Popocatepetl and use its identity as guideline throughout the design process. The result of the new identity is integrated in a brand toolkit for the company to use it when it wants to keep adapting to new market demands. BRAND & CORPORATE STRATEGY

The customer insights were translated into personas. These personas gave me inspiration to create concepts, which were presented to the board of Debuut BV. Together with this we could finally discuss about the actual brand identity of Popocatepetl and the corporate identity of the client. RESULTS: RETAIL & SERVICE

The brand toolkit led to a new retail design and service. This includes changing its visual identity, the menu, events, and interaction design online, such as ordering online. The first location, Utrecht, is already redesigned according to the new brand identity.

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FINAL DESIGN

CURRENT SITUATION: POPOCATEPETL HAARLEM

IMPRESSION OF RETAIL SPACE

Presentation of final result to Rabobank trainees

IMPRESSION OF REDESIGN POPOCATEPETL (FINAL CONCEPT DESIGN)

Reference: restaurant Gracias Madre, USA

New dishes for the Popocatepetl, developed with Food Inspirator of Debuut BV

kcal

New logo

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for the fact that everything she offers will do you good. AndCUSTOMER she knows what’s goof for you, because she’s doing it ever since 1983. The bright and pastel colors show the RESEARCH vividness of the current Popocatepetl.

Value for money: Fast is definitely an important since this group wants these options for a quick PERSONA or mealLOLA that they can have or for take-away. Fre Lola represents the customers that as wantan healthier preparation is added experience. When c options and seek for exotic/authentic cuisines Keep it simple: the specific need for the target group is stand in front of the salad or taco bar they can t offering fast healthy meals with a Mexican taste. There is they exactly want. This has to do with the freedo also a possibility to have some heavier meals. choice, which is of high importance for this grou CURIOUS - SPONTANEOUS - CHEERFUL price range for the food will be €8-12 for lunch o WANTS TO TRY€10-15 NEWfor FLAVORS Food focus: The specific products are healthy meals; the main menu, small bites for around these differ in light and heavier versions. The relevance €6-10 for desserts, and €3-6 for fresh juices/coc “A warmth welcome is what I’m looking for. With cocktails and food just before going out. A spot where things are happening around but remains so ordinary that it becomes comfortable.”

WHAT DOES IT COMMUNICATE? Fresh, new, pure food Modern / authentic

LOLA

Seasons / variety

desde 1983

Wants dynamic in the context

Healthy (also for lunch)

INTERACTION with context

VISION Wants fresh & home made products

Critical on what she will eat Always surrounded by people

SHARES online honest approach

We’ve an to our food and a shared love to AUTHETICITY enjoy it with people around us. is important 


We spend a lot FINE moreTASTE time in sorting our ingredients dining like no other Mexican restaurant (and LOYAL we do select some exotic fruits to brand in season).

MOODBOARD FOR PERSONA “LOLA”

NO INTERACTION with context

PRODUCTS DIY Tacobar Juices Take-away salads Lunch Local (alcoholic) drinks Exotic fruit Seasonal

DOESN’T SHARE online AUTHETICITY is not important FUNCTIONAL dining NOT LOYAL to brand

Figure 1-43: Brand image of Mamita Fresca

PERSONAS AS INSPIRATION

Fifteen interviews were conducted with visitors of Popocatepetl. These insights were translated into three different personas. These personas inspired me to come up with different concepts (e.g. moodboards).

Figure 1-44: Im Mamita Fresca

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BRAND TOOLKIT

BRAND TOOLKIT

The brand toolkit consists out of a list for Popocatepetl’s agile brand

1. DARING Think of new ways to deliver the brand. 2. CARING Be a good citizen as brand and find something that suits you (brand promise) best. 3. CREATIVE Start the conversation in your field and connect to your brand promise. 4. PRINCIPLED Think of specific needs that the brand fulfills. 5. GLOBAL & LOCAL Keep an eye on cutting edge ideas around the world. 6. SHARING A STORY Pick platforms that suit your brand promise and target group. REDESIGN POPOCATEPETL UTRECHT (DEBUUT BV, JULY 2016)

PURPOSE OF BRAND TOOLKIT

The brand toolkit is developed to give the company guidelines for Popocatepetl’s redesign. The toolkit inspired the company Debuut BV. The Popocatepetl in Utrecht is now redesigned. Others will follow!

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COLUMN

MENU SALSAS

FOOD TO SHARE

We’ve added special ingredients to make the salsa a special dish to share. All salsas come with tortilla chips.

These bites come in a portion size of three, e.g. three tostadas or tacos. If you want to enjoy all of our flavors choose our “Popo Feast”: a tasting menu of a selection of bites. 2-3 dishes per person is recommended. Enjoy the Mexican taste!

TACOS

Let us warm your colder months with our seasonal favourites and a feast of new flavours, inspired by our latest exploration of the our great inspiration: Mexico.

DRINKS

6,80

Veg lover V Oyster mushrooms, red onions, chili pickles, goat cheese, and cashew nuts

6,80

6,70

4,95 5,10 5,10

LAS MARGARITAS CLASSIC FROZEN STRAWBERRY

Bang-bang chicken Marinated chicken with mango chutney, jalapeño, and decorated with chipotle mayonnaise

7,20 7,80 7,40

Beef taco Flash grilled skirt steak with chipotle salsa

7,10

Pork taco Slow cooked in our special Yucatecan marinade with fiery pink pickled onions

6,70

7,40 7,20 7,60 7,60 7,50

AGUAS FRESCAS MANGO FRESAS SANDIA

3,50 3,50 3,50

SODA COCA-COLA SPRITE NESTEA SPA ROOD SPA BLAUW

2,30 2,30 2,30 2,20 2,20

GOING OFFLINE: PORQUE? Our response is why not? Relax and take it easy. We’ll take care of your phone and charge it if you want to.

V Seasonal style Mango, red beets, and chili peper

5,80

Pulled Pork With red onions and pickles

6,40

MARKET TREATS

MEXICAN BEERS OCHO REALES ALE CORONA DESPERADOS

CLASSIC COCKTAILS MOJITO CAIPIRINHA MEZCAL MULE ESPRESSOTINI

Large toasted tortilla with melting goat cheese and classic Mexican ingredients

Two crispy corn tortillas topped with fresh, light layers of Mexican flavour

Tempura fish With cabbage marinated with chili, pickles, and chipotle mayonnaise

Special Mexican Market bites with a local touch Empanadas Crispy pastry parcels stuffed with mushrooms, Mexican corn & goat cheese

Salsa Borracha A very spicy tomato salsa made with orange juice and tequila. This salsa seems like is a daring one.

QUESEDILLAS

TOSTADAS

Three soft tacos with exotic fillings.

6,90

5,20

Chipotle chicken Shredded chicken marinated in spiced tomato Chao-Chao

7,20

Black beans & cheese Black beans, long cooked until tender, with Mexican herbs

7,30

V Chili Sweet onions and jalapeño chillies, with a crumble of feta.

7,20

12 street food bites 25,00

LARGER PLATES

SALADS

Poblano enchilada Grilled and sautéed poblano chillies in a citrusy bright tomatillo cream sauce

13,40

12,95 Super-charged V Roasted cauliflower, avocado, feta, pumpkin seeds and pink pickled onions in a crispy tortilla bowl

Burrito Porked tinga Pork with chipotle spiced onions & tomato Chao-Chao

15,10

Nachos Our classic, can be chosen with pork, beef, chicken, or veg.

12,95

FROM THE GRILL

15,10 The Popo salad Avocado, pumpkin seeds, beans, organic, lettuce covered with a light chipotle dressing & served in a crispy tortilla bowl with tempura fish

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Tomato Chao-Chao A fresh salsa mixed with ginger, relish, tomato, and some sugar.

3,80

Salsa Mango Simplicity comes first: mango, coriander, some onions, and balsamic.

3,70

Guacamole Our favorite one! We’ve added a special ingredient can you guess which one?

POPO FOOD FEST

Grilled cauliflower Roasted cauliflower covered in creamy chipotle cheese & grilled until golden

18,00 Steak Tender beef steak marinated in panca chilli with corn and salsa Borracha

FROM THE RAW BAR 15,10 Ceviche Fresh seabass ceviche in amarillo chilli tiger’s milk, limo chilli, sweet potato and red onions

4,10

SWEETS TORTA DE CHOCOLATE To die for PECAN KAHLUA To love for FLAN To wish for every day CHURROS WITH CHOCOLATE To order now!

3,50

6,90

7,10

6,50

6,50

THE WEEKLY CHALLENGE Each week we challenge ourselves at the food markets to find a seasonal ingredient. One of Popo’s chefs will do the groceries and prepares the “weekly challenge”. The rules are to find something in season, and preferably local and turn it into a Mexican taste. Ask one of our staff members of this weekly changing dish. And check the story online!


INTERACTION ONLINE

ordering online

Popo has changed the online experience of ordering online

welcome to POPO

the march collection

menu

story

BOOK/ORDER ONLINE

locations

order online

salades

tacos

burrito

SMALL €2.95

quesedilla

MEDIUM €4.10

LARGE €5,25

1. OTHER PREFERENCES

NUTRITION CALCULATOR

Things that you like to take into account?

800 kcal

YOUR PERFECT CHOICE

100 gram

6 gram

50 gram

3 gram

These are the options that fulfil your need Taco with goat cheese

400 kcal

sugar

310 kcal 40 gr sugar 2 g sodium

order

sodium

Yes, please

kcal

sugar

Taco with sweet potato

sodium

390 kcal 50 g sugar 3 g sodium

I’ve an allergy select the items that you would like to change

No, thanks

recommendation

order

choose your taco

choose your taco

paycheck

IDEAL - RABOBANK

pick up or delivery? taco pork

tempura fish taco

bang bang chicken

taco beef

taco pork

bang bang chicken s/m/l how many <1> add to order

tempura fish taco

taco beef

ADDRESS

deliver: our bike courier will BE THERE BETWEEN 18.00-18.30 MUCHAS GRACIAS

taco goat cheese

taco sweet potato

taco goat cheese

taco sweet potato

ORDERING ONLINE

The interface was developed to show the company a new way of interacting online. I wanted to create the experience of being in the restaurant in its website, rather than just opening a PDF file online. That explains why the personal requests are included: to make the customer feel like he/she is being attended.

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SOCIAL INNOVATION

DESIGN FOR THE BASE OF THE PYRAMID – NIKETAN PROJECT DETAILS MSc.Course: Joint Master Project Design for the Base of the Pyramid

A BIODEGRADABLE DIAPER FOR DISABLED CHILDREN IN RURAL AREAS OF BANGLADESH

Grade: 8.5 / 10.0 Company: Niketan (Dutch NGO). Duration: 6 months, 2015

TEAM Misja van Sitteren (Integrated product design) Sabrin Ghazal (Design for interaction) Marjorie Bakker (Strategic product design) Ruddy Rodriguez (Strategic product design)

Disabled children are often incontinent and defecate in their pants at inconvenient moments, which makes them a shame for their families. They are usually kept at home, and thus not treated well as done in the day care centers of Niketan (Dutch NGO). Diapers are the solution for social contact: it facilitates the mothers to travel and to come more often to the daycare centers. CONTEXT MAPPING: NL & BANGLADESH

Context mapping was used for both markets: The Netherlands and Bangladesh. We interviewed Dutch daycare centers and experts. This was also done in Bangladesh, including house visits. USER TESTING

The results of the context mapping led to the conceptualization of a diaper. Several prototypes were made and evaluated in Bangladesh. Also several concepts of business models were proposed to potential producers in Bangladesh. BUSINESS MODEL BOTH CONTEXT

The business model is adapted to the Bangladeshi culture. Mothers are given the chance to sell diapers in their own neighborhood. It means that there’s an extra income for the family. And it empowers mothers at the same time. Also the principle of buy-one, give-one is used. A Dutch consumer can buy the diaper and give one at the same time during its purchase.

SELECTED IN GLOBAL INITIATIVE TU DELFT

Global initiative selects projects done for rural areas by PhD’s and students done at the TU Delft. This project was selected as great example together with 22 other projects.

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EVALUATING PROTOTYPES

EVALUATING THE PROTOTYPES IN RURAL AREAS OF BANGLADESH

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EVALUATING PROTOTYPES

LOCATION: DAYCARE CENTER SET-UP TESTING IN BANGLADESH

TRANSLATOR

ME, AS (UNDERCOVER) INTERVIEWER MOTHER & CHILD

TESTING 3 PROTOTYPES

FINAL DESIGN OF DAYAPARA

ROPES ONLY HAVE TO BE TIGHTENED

REUSABLE OUTER PANTS AND DISPOSABLE PAD 14


IMPLEMENTATION

Result

STRATEGY

The diaper Dayapara is thus made in such a way that it’s easy to understand and use. The diaper consists out of a washable outer pant and a throwaway pad made of Dhaincha; a plant species The diaper Dayapara is thus made in such a way in Bangladesh. EVALUATING BUSINESS MODEL

Result

that it’s easy to understand and use. The diaper Most out of the mothers consists washableweren’t outer and a The business modelofisa adapted to thepant Bangladeshi throwaway of Dhaincha; familiar pad withmade diapers. It was a plant species culture. Mothers are given the chance to sell diapers in Bangladesh. thus very important if they

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in their own neighborhood. It means that there’s an would consider adapted buying the extra income for even the family. it empowers mothers The business model isAnd to the Bangladeshi product, how much theythe would at the same time. culture. Mothers are given chance to sell diapers in their ownit,neighborhood. It means pay for and where to buy it. that there’s an empowers mothers extra income for the family. And Also the principle of buy-one, give-one isitused. A Dutch Insights were obtained in several at the same time. consumer interviews. can buy the diaper and give one at the same time during its purchase. Also the principle of buy-one, give-one is used. A Dutch

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consumer can buy the diaper and give one at the same time during its purchase.

2.

1. 2.

1. receive start kit

5.

sell at home

receive start kit

5.

NGO

sell at home

NGO

pays of depth and buys new products

pays of depth and buys new products

sell in the

get training

4.

get training

3.

4.

3.

sell in neigborhood the neigborhood

importance importance

hygiene hygiene

use use

2015

DOOR-TO-DOOR SALES IN BANGLADESH

2015-2016

2015 PHASE I PHASE I First Pilots First Pilots

2015-2016 PHASE II PHASE II Scope Expand Expand Scope Goals:

Goals:

Validate working of solutions Goals: Reach mothers who have a disabled Validate working of solutions child and visit Niketan Reach mothers who have a disabled child and visit Niketan Actions:

Validate working of solutions Goals: Reach mothers with disabled children in Validate working of solutions the regions where Niketan is operating Reach mothers with disabled children in theActions: regions where Niketan is operating

Actions: Set up nontraditional funding channels (Private sector NL) channels Find funding via traditional Prepare & funding carry outchannels product pilots Set up nontraditional among the mothers of Niketan (Private sector NL) Prepare & carry out product pilots among the mothers of Niketan

Actions: carry them out for big scale production SetPrepare up door-to-door program pilotsand and improve for this carry them product out Prepare for big scale production and improve product for this

Find funding via traditional channels

Set up door-to-door program pilots and

2024 PHASE IV Cultural Fit

Goals: Expand projects to other countries

PHASE III Goals: Expand ReachReach Disabled children all over

Actions:

2026 PHASE V Expand Business

2026 PHASE V Expand Business

2017 PHASE III Expand2017 Reach

2024 PHASE IV Cultural Fit

Goals: Find partner NGOs to set op project in Expand projects to other countries other countries Make the projects fit to the new

Actions: countries’ culture Setpartner up distribution new in Find NGOs between to set opthe project countries and Bangladesh for pads other countries Make the projects fit to the new countries’ culture Set up distribution between the new countries and Bangladesh for pads

Goals: Expand Dayapara private funding program to other European countries Actions:

Goals: Make the Business fit to the new Expand Dayapara private funding coutries’ culture program to Europeantocountries Setother up distribution the new countries Actions: Make the Business fit to the new coutries’ culture Set up distribution to the new countries

images RIGHT page: FINAL

Bangladesh Start selling in the Netherlands

Goals:

Reach Disabled children all over Actions: Bangladesh Find partner NGOs to set op Startallselling in the Netherlands project over Bangladesh Set up distribution between the different parts in Bangladesh and Actions: theFind Netherlands partner NGOs to set op

project all over Bangladesh Set up distribution between the different parts in Bangladesh and the Netherlands MODEL AND IMPLEMENTATION

PLAN

ROADMAP INTRODUCING DAYAPARA BANGLADESH & NL PLAN images RIGHT page: FINAL MODEL IN AND IMPLEMENTATION

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DESIGN RESEARCH

SERVICE DESIGN PUBLIC TRANSPORT â&#x20AC;&#x201C; TRANS LINK SYSTEMS PROJECT DETAILS Workshops user experience EMVc in public transport Freelancer at Zilver Innovation BV

CUSTOMER EXPERIENCE: NEW WAY OF TRAVELING WITH PUBLIC TRANSPORT

Duration: 3 months, 2016 Amount of workshops: 8

CLIENT Trans Link Systems BV

Trans Links Systems BV is the owner of the Dutch OV-chipkaart for public transport. It wants to introduce a new product that changes the way people travel with public transport (confidential information). The team consisted out of UX experts of different Dutch banks and several Dutch public transport companies.

Martine Beverdam

TARGET GROUP

The client wanted to focus on a specific type of traveler. This target group would be difficult to convince to use the new product. We interviewed this target group by doing street-interviews and home-visits. EXPERIENCE BUCKETS

The insights of the interviews led to several experiences that people have when they think of this new way of traveling. These experiences are combined in the so-called experience buckets. It created a common language between the client, stakeholders, and service designers. CUSTOMER JOURNEYS

The deliverable was to develop the ideal customer journey. We identified three types of travelers within the same target group. The customer journey and personas were created with the insights of workshops, in which we also tackled the unhappy flows.

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FIELDWORK & WORKSHOPS

WORKSHOP AT ZILVER INNOVATION WITH CLIENT AND DIFFERENT STAKEHOLDERS

FIELDWORK: CONDUCTING INTERVIEWS

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CUSTOMER JOURNEY

CO-CREATION

3 PERSONAS

UNHAPPY FLOWS

CUSTOMER JOURNEY

Translink & stakeholders shared data and their list of requirements

The findings of the interviews were used to create 3 personas

Hurdles in the customer journey were detected during the workshop, e.g. failure of the system

The result of the workshops was the ideal customer journey for the 3 personas

WORKSHOP MATERIAL: CLIENT & STAKEHOLDER HAD TO FILL IN THE STEPS TO TACKLE HURDLES (UNHAPPY FLOWS)

JAN De actieve 60 plusser

UNHAPPY FLOWS JAN

UNHAPPY FLOWS Verdiep je in de gegeven unhappy flows. Wat zal Jan doen tijdens zo’n situatie? En hoe zal hij dat opgelost willen hebben? Deel de unhappy flows in stukken en vul voor elke fase de outcomes, touchpoints, pijnpunten en kansen in.

kopie reisgegevens mee

neemt bus naar Utrecht

inchecken bus

“Ik vraag toch voor de zekerheid of al mijn reisgegevens kloppen op m’n kopie”

uitchecken bus vrienden bellen

meeting point opzoeken in Utrecht CS

neemt trein naar Amsterdam

uitchecken trein

inchecken trein stelt wat vragen aan de balie over reistijden

zoekt een plek voor groep

UNHAPPY FLOW 1: GEAGGREGEERD MET BORG

controle conducteur

bestemming bereikt

vertrek van huis

“Heb het uitchecken door alle drukte niet gehoord, dus ik vraag het even aan de balie”

“Iedereen verdient toch zeker een kopje koffie na zo’n stadswandeling” terugreis: naar huis

aankomst: thuis

uitchecken bus

inchecken bus

neemt bus naar huis

UNHAPPY FLOW 3: FOUTE AFSCHRIJVING UNHAPPY FLOW 1: GEAGGREGEERD MET BORG Persoonlijke impact Jan bereidt zich op alles voor en kennis is voor hem van groot belang. Het gebruiken van een borg in het transactie model kan bij Jan veel vragen oproepen: “Wat is het limiet en hoe werkt dat? Kan ik dat ook uitzetten als ik niet reis?” Hij wil het inzicht en de kennis kunnen hebben. Dat hoeft bij hem niet meteen real-time, maar misschien wel aan het einde van de dag.

Confidential information

Verwachtte barrières Het vinden van deze informatie, misschien moet hij het aan iemand gaan vragen. En als hij dit inzicht wil hebben, zal hij moeten zoeken naar een app en deze installeren.

uitchecken trein

koffie halen voor groep

inchecken trein

in-check paal zoeken

neemt trein naar Utrecht

UNHAPPY FLOW 2: VERGETEN UIT TE CHECKEN

FASE 1

FASE 2

FASE 3

FASE 4

FASE 1

FASE 2

FASE 3

FASE 4

Wat zijn de gewenste OUTCOMES?

Wat zijn de belangrijkste outcomes van elke fase? Waar zit de toegevoegde waarde?

Welke TOUCHPOINTS zijn er betrokken?

Maak een overzicht van de touchpoints die zijn gebruikt. Plot ze in deze touchpoint swimming lane.

Welke PIJNPUNTEN zie je?

Verwachtte enablers Voorbeeld: Heldere contactgegevens of helder contactpunt geven.

Als je de gewenste outcomes en alle beschikbare touchpoints en middelen analyseert, welke pijnpunten zie je? Plot hier deze pijnpunten.

Impact interne consequenties 1 op 1 contact via telefoon. Je moet Jan echter wel steeds tevreden houden.

Welke KANSEN zie je?

Welke kansen van deze unhappy flow zie je? Plot ze in deze swimming lane.

UNHAPPY FLOW 2: VERGETEN UIT TE CHECKEN Persoonlijke impact De ene keer snapt Jan het wel, de andere keer weer niet. Hij kan het misschien vergeten, dat is afhankelijk van de situatie. Dus het is een balans tussen voorbereiding en onwennigheid.

Wat zijn de gewenste OUTCOMES?

Verwachtte barrières De impact is groot, het product wordt ter discussie gesteld: toch gewoon een OV-chipkaart kopen? Het is een gedoe om het op te lossen, hij moet eerst naar informatie zoeken.

Welke TOUCHPOINTS zijn er betrokken?

Verwachtte enablers

reisstatus checken

Wat zijn de belangrijkste outcomes van elke fase? Waar zit de toegevoegde waarde?

Maak een overzicht van de touchpoints die zijn gebruikt. Plot ze in deze touchpoint swimming lane.

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PERSONAS

PERSONA POSTER OF JAN: A NON-FREQUENT TRAVELER ABOVE 60 YEARS

“Reizen is voor mij een geweldig avontuur. Ik neem er ook graag de tijd voor, want met een goede voorbereiding kan ik optimaal van m’n reis genieten”

Jan De actieve 60 plusser ONTMOET JAN

10

10

0

0

Tevredenheid Gaat Jan een blije EMV-C in OV klant worden? Geef aan op een schaal van 1 tot 10.

JAN & Z’N BANKZAKEN

Jan gaat in zijn ruime vrije tijd graag op stap met z’n vrienden en zijn z’n twee kleinkinderen Lisa en Gijs. Zo’n dag op pad is voor hem echt een feestje. Hij neemt graag de tijd om de dag in te plannen: wat kunnen we bezichtigen, hoe komen we daar, en waar gaan we uit eten? Jan woont in een dorp vlakbij Utrecht en heeft zich altijd prima gered met OV, auto, en z’n camper. Hij staat open voor nieuwe avonturen, mits hij de tijd heeft kunnen nemen om het goed te organiseren.

Jan hoeft zich op zijn leeftijd niet veel zorgen te maken over z’n financiële status. Hij weet wat z’n vaste lasten zijn en hij kent z’n budget voor vakanties en uitstapjes. Zijn afschriften houdt hij 1x in de week bij via internet bankieren. De bank app op z’n telefoon vertrouwt hij nog niet zo erg.

JAN & Z’N REISGEDRAG Als hij zo’n dagje uit gaat naar een andere stad maakt hij graag gebruik van het OV, daar heeft hij eigenlijk nooit problemen mee gehad. Hij houdt de technologie in de gaten, maar vindt het soms moeilijk om alles bij te houden en schakelt dan de hulp in van zijn kinderen.

Adoptiesnelheid Hoe makkelijk is Jan overtuigd van de voordelen van EMV-C in OV? Geef aan op een schaal van 1 tot 10.

OV GEGEVENS

TOP 4 - EXPERIENCE BUCKETS JAN VERTROUWEN: in het systeem, de samenwerking van grote partijen, het gebruik, de beveiliging

Voor Jan betekent vertrouwen dat hij zich jong kan voelen. Als hij vertrouwen heeft kan hij Confidential zich concentreren op zijn eigen leventje zonder zich zorgen te maken. Van nature is hij een beetje wantrouwend, dus hij voelt zich lekker als anderen hem dat vertrouwen geven. Als hij information het even niet meer snapt wil hij even iemand kunnen aanschieten. Gewoon even een babbeltje, dat helpt altijd. 1. VERTROUWEN KENNIS: over het gebruik, contactpunt, de koppeling, de beveiliging, het gebruik van gegevens

Voor Jan geeft kennis grip op de risico’s: hij wil weten wat er mis kan gaan (diefstal? per ongeluk betalen? pas kwijt?) en wat er dan gebeurt. Als hij goed snapt hoe het werkt gaat hij veel geruster van huis. Stel hem gerust door hele duidelijke taal over hoe de risico’s afgedekt zijn. Dat kan per post maar ook op de haltes of stations zelf. Een hoesje dat per ongeluk betalen voorkomt stelt hem ook gerust trouwens. 2. KENNIS

GEMAK: toegankelijk, laagdrempelig, snel gebruik, makkelijk te begrijpen, geen gedoe, comfort Jan gaat er niet vanuit dat het leven heel makkelijk is in de moderne wereld. Hij neemt er zijn tijd voor, dan kan het altijd meevallen. En als ie het niet snapt dan vraagt hij het gewoon. Hij moet toegang hebben tot hulp, zowel via de telefoon als in levende lijve. Hij vindt apps ook best handig als ze niet al te veel verschillende functies hebben.

3. GEMAK

4. VRIJHEID

VRIJHEID: zonder voorwaarden, keuzemogelijkheid, zelf kunnen anticiperen, meteen kunnen gebruiken Vrijheid is een luxe. Kunnen reizen met vrienden of kleinkinderen, dat is prachtig. Daar wil Jan best zijn best voor doen. Maar hij streeft niet naar vrijheid. Hij is niet zo hedonistisch ingesteld. Eerder verantwoording nemen, de zaken goed voorbereiden, de tijd nemen. Vrijheid is meer iets voor jongelui. Als Jan lekker kan reizen en zich veilig en geholpen voelt dan is hij blij. We moeten hem eerder juist niet al te vrij laten, want dan voelt hij zich al snel een beetje verloren.

CUSTOMER JOURNEY JAN

OV-chipkaart?

DATA

Persoonsgebonden OV-chipkaart?

Automatisch opladen?

Leeftijd > = 60 jaar 0-20x transacties per jaar

Aantal persoonlijke OV-chipkaarten zonder automatisch opladen (ARL)

Aantal reis op saldo persoonlijke OVchipkaarten zonder ARL

Aantal persoonlijke OV-chipkaarten met ARL

Aantal reis op saldo persoonlijke OV -chipkaarten met ARL

Aantal persoonlijke OV-chipkaarten met kortingsproduct / abo Transacties werkdagen

19 “Ik vraag toch voor de zekerheid of al mijn reisgegevens kloppen op m’n kopie”

Transacties weekend


PRODUCT & SERVICE DESIGN

BRAND & PRODUCT STRATEGY – MASTER COURSE PROJECT DETAILS Course: Brand & Product strategy Grade: 8.5 / 10 Duration: 3 months, 2014

CREATING A NEW ECOSYSTEM FOR NINTENDO

MENTORS Maaike Kleinsmann

PRODUCT ADAPTING TO USERS’ LIFESTYLE

Nintendo is an interesting case. It offers successful products in the game industry. However what we discovered is that Nintendo targets users in two stages of their life: families with teenagers (2) and families with young adults (3). Our hypothesis was that Nintendo should be valuable in the entire lifecycle of a user’s life in order to become more successful. We created different value propositions according to the user’s lifestyle. CONCEPT DEVELOPMENT

The concept is to link smartphones to smart-home systems. The two intelligent systems can create a new purpose for Nintendo, in which it will fulfill a central role with a new device called: Nintendo Super-Mom. ECOSYSTEM IN THREE STEPS

Nintendo should become more valuable in different stages of the users. Therefore Nintendo Super-Mom integrates different services for different ages. This is shown on the next page.

Fusajiro Yamauchi produces Karuta playing cards.

INNOVATING IN 3 STEPS 1

2 3

Fusajiro Yamauchi died, his grandson renamed the company and decided to put Disney figures on the cards.

“HAVE A MOMENT OF TOGETHERNESS, WHILE WORKING ON THE QUALITY OF YOUR FAMILY AS A FUN EXPERIENCE”

1889

connecting, competing and working together

1959

1975

learning, caring, developing and distraction

ACTIVITIES ARE REINFORCING

Use of the platform on the web club Nintendo where the user can play online.

LEADER ENTERTAINMENT

They consider to be the leader in the creation of interactive entertainment.

Fit

Internet of Things CROWD FUNDING

O.E

They are really close to the user. They help the disposal of previous games.

operational effectiveness

Activities

S.P

Quality of life

Present strategy

Being always the first to use the newest technology, causes pressure on the market itself.

internal influences

The first Industrial Designer / artist was hired in this period.

Family

For the next decade; improving people’s quality of life in fun or in enjoyable ways.

Treating every customer and employee with attention, consideration and respect.

Need seeker: 35% Technical driver: 65%

Resources

Beliefs

R&D team, marketing team, manufacturing processes, and the company’s management directed by Satoru Iwata. He has the ability to predict the future of video gaming.

Nintendo beliefs to achieve their goals with: courtesy, dignity, respect and safety.

Unique Position in the Market

N

Learning new things

Taking your mind of daily life

Developing your skills

Caring for others and yourself

Competing

Working together

Virtual and augmented reality Smart Home Iternet of things

Market differentiation Nintendo focusses on gaming for families.

With Pokémon it became possible to connect the Game Boy and share things from the game. They made a TV show and playing cards of the game. This was a huge success.

Skills are important for Lukas, he wants to become a surgeon and thinks gaming will help him. So competition also plays a big role. “Gaming with Andrea is fun, but of course i’ve to let her win. Gaming with my family is too easy for me: boring & not challenging.”

Caring: since it’s so busy with the kids i need to take care of myself too, I call it me-time. So right after dropping Andrea at school I do some yoga for 30 min. just before doing groceries.

Emotional regulation: I play the Wii with the kids to be distracted for a while.But the hardcore gaming times are not for a dad anymore. I totally agree with that.

Cloud Gaming - open platform Open source gaming - design your own game The users are then transformed into creators of the game.

Arcade games category : Xbox and Playstation focusing on hardcore gaming. App stores and games target more on the casual gamers, due to more freedom in gaming on mobile, tablet, and PC.

My kids make me feel a kid again. And it gives me an excuse to game too. I used to be a fanatic of the Zelda games. I understand Lukas, because we both like games where we can use our intelligence. But gaming is not everything. I miss the cultural part of it. So outdoor activities are very important for me.

Hank (40 years) always young

Shopping list based on family data (preferences, schedule, fridge information, recipe suggestions)

Personal alarm

“Gaming, well it’s ok at some point. But there are rules, my kids also need to play outside. I had difficulties with Lukas. But on the other hand it’s fun to see the kids playing together with us. Lukas even lets his sister win. It brings us together somehow. And yes, the WiiFit is also a nice way to work out!

Jolanda (38 years) always in the run & in need of relaxation

Skills: I like to maintain my skills in gaming and see what’s new and keep up with it. But I spend maybe two hours a week to those up-dates.

Cooking tutorials Choosing a snack

Simulate having lunch together

One day with Nintendo

Playful family schedule

Technological changes

Differences in the channel are:

The Nintendo Wii U was not a big success. The console also has a screen which enables you to play in a different manner and share things with others.

A new kind of handheld was introduced: The Nintendo DS. It has two screens including one touch screen. This enabled new possibilities in gaming such as drawing games. Until 2014 two new versions came out with incremental changes.

Learning: I do learn new methods of yoga. And I even like that brain game, keeps me smarter than Hank haha.

“Mom and dad will never get me a dog. But I’ve Loulou (Andrea’s Nintendogs) and I can play every day with him. I teach him tricks. Sometimes I feel a bit lonely, so Lukas plays with me. I really like music. ”

Lukas (15 years) a thinker & independent

Competence: I need competition. It’s rewarding when you know how good you are.

Understanding trends

Distribution channel

“Have a moment of ‘togetherness’, while working on the quality of your family as a fun experience”

Later the WiiFit was brought to market which enables you to work-out wiht the Wii.

2006

2012

Andrea (8 years) playful, curious & pet lover

Perseverance: I won’t give up. It might be frustrating to grind through levels, but it feels great to finally get there!

RECAL OF STRONG NOSTALGIC FEELINGS

User needs & motivations for gaming

Nintendo pursues the highest technical possibilities in the gaming industry and they look for costumers needs and experiences.

Achieving the highest quality product.

Clear Focus Audience

Treat their Employees With Mutual Respect

Core competence

Core values

2001

The Nintendo Wii had wireless consoles which addressed a whole new gamers market. Gaming became a physical activity. The games made it fun to play in groups. It had beaten the new Xbox and Playstation 3. Classics like DuckHunt and Mario where modernised. Board games to play with the whole family were digitalised.

2004

The VIRTUAL BOY came out. It flopped since it did not work properly.

Gaining knowledge: Learning is fun!

Caring: My Loulou is the cutest and needs me but I also need him when I’m alone

external influences

brand promise

A new handheld console came out, the GAME BOY. It was affordable and light and was an other big success. Tetris was used to promote the Game Boy.

Skills: Because of my skills i’m better than the rest even in the international gaming scene

SAFE

1998

1996

Competence: I’m better than my brother in Mario Kart. But I play with him on the Wii because he gives me attention too

Consistent Style

The code of conduct consists of 4 points: 1. Ethical and professional manner 2. Mutual respect 3. High standard of security about confidential information 4. Honesty & integrity

Playing is for everyone.

Personas

Same experience on every device

Organisational culture

Entrepreneurial vision

The Famicon came out in Japan. The controller was revolutionary and the base for all the current controllers. Innovative game Duck Hunt was also released. Three years later the western version of the Famicon (NES) was launched.

Color TV Game 6, Nintendo’s first video game was brought to market. The game that came with it was similar to „Pong”.

Co-creation

Known for their Innovativeness

Game Cube and Game Boy Advanced where released in de same year. Game cube was soon outruled by Xbox & Playstation 2.

1995

A big success: The Beam Gun. The technology was being used in laser gaming halls.

OPEN SOURCE GAMING

Entertaining

Trade-off OBSESSED BY TECHNOLOGY

the GAME BOY Color came out. It is a smaller version of the came boy and sold in many colors.

The 64 bit cartridge -based console was launched: Nintendo 64.

1990 1989

Trends & Strengths

strategic positioning

Super NES was launched and pre-ordered by 1.5 million people in Japan. Just before christmas 1991 it was launched in the US. Nintendo covers 80% of the gaming market.

1984

1977

SMART Virtual & Augmented reality HOME Cloud Gaming

Face, voice and mind control environments

It is all focused on the policy about the recycling and wasting.

Super Mario bros came out, featuring the plumber from Donkey Kong.

GAME & WATCH, a handhold version of arcade games came out.

1980

Nintendo History

OPTIMISATION OF EFFORT

RECYCLING

1973

1969

R&D department was founded to develop new games.

First Japanese company to make western style playing cards.

teamwork and bonding within family, developing your own knowledge, skills and health

Donkey Kong game was developed; the first game where you could “walk” trough worlds. Collaboration with Mitsubishi Electric to develop gaming systems for Japanese gaming halls.

Brand Promise

Brand lens

The ULTRA Hand was the first electronically toy Nintendo brought to market.

1907

10 yrs with Nintendo 2020 - 2030

Collect data you want to share (e.g. pictures & schedule)

+2yrs Andrea “building her beliefs”

Lukas

Homework buddy

+2yrs

Telling bedtime stories

+2yrs

10 yrs

playing is fun

discover possibilities

finding other temgroup

sharing interest with peers

friend selection

dreaming of the future

managing his own life

live by himself, acknowledged

controller no free time

from mother to friend

there to support changes

finding new time for Hank

playing with kids

building up team feeling

managing long distance relation

finding new time for Jolanda

3° Problem visual is part of poster presentation including personas, brand promise, This Nintendo Ecosystem definition timelines, and a trend analysis Search fields “building his personality”

Jolanda

“focus on her rebirth”

design as a cultural tool

Hank

EDUCATION

NINTEN DO XBOX &

STATION PLAY

FAMILY WITH ADULT CHILDREN

RELEVANCE THROUGHOUT FAMILY LIFE STAGES

Creating mood based environment

deve ning & loping lear

gamif ied

YOUNG FAMILY

FAMILY WITH TEENS

eco

TEAM 5 master students

During the course Brand & Product strategy students learn to use a brand as a guideline to create new products or services. In this case our team chose the brand Nintendo to find out what we could design for its products and services.

em syst

SELF-AWARENESS

FAMILY WITH YOUNG-ADULTS The main problem is that Nintendo is only present in the early stage of the childhood. It cannot be part of the users’ life. We present here two solutions for the next strategy for Nintendo. Nintendo Ecosystem and Nintendo Bloks.

smart phone and tablet

through gamified tutorials

through feedback

pare n

Erik Roscam Abbing

“Wiser with technology”

Nintendo Projectors

smart washing machines

N

smart fridge

N

Smartphone environment

Nintendo Super Mom

ontrol & guidance tal c

NINTENDO APPS

Nintendo smart home environments

20

smart TV

FAMILY CONNECTION through family management

Nintendo Bloks in 3 steps

individual Wii, 3Ds

PLAY TOGETHER The main values in this section are

smart furniture , interactive surfaces, table tops

Different stakeholder are connected to solve problems and create new content

Somthing that communicates brand and philosophy in existing touch-points, e.g. website

Use data gathering to provide feedback concerning impact on life (not static facts like calorie intake), to bring gaming outside and to connect

Playing together, instead of against each other

Software and hardware focussed on schools and cultural aspects like museum visits and playing outside

Gaming characters can be developed through external activities, e.g. stamina through running outside

Game enables to keep developing and improving yourself, e.g. force you to change strategy

EVOLVING PRODUCT WII-U

The Wii-U is an innovative and strong product, providing Nintendo with a strong base for further innovation

ECOSYSTEM Product and service system that adds value through out the entire day, based on smart products and the Internet of Things

A product/service that can be altered to grow up with you and the family and stay relevant

FAMILY CENTREPIECE A product that glues the different family individuals together and forms a consistent factor in their lives, not only for gaming


CONCEPT DEVELOPMENT

CONCEPTUALIZATION NINTENDO SUPER-MOM

CONCEPT: NINTENDO SUPER-MOM

The new central product of the family offers family connection through a decentralized control system operated by the parents; a self-awareness system based on feedbacks; and education by gamifying learning, and developing experiences of the family: parents & children.

O SMART END HO NT M NI E

CREATING A PRODUCT FOR DIFFERENT AGES [1]

S

M

[4]

T

SUPER MOM AR

TH

O M E E N VIRO N

M

EN

[2]

FAMILY CONNECTION PARENTAL CONTROL & GUIDANCE

[3]

EDUCATION GAMIFIED LEARNING & DEVELOPING EXPERIENCE

1. FAMILY WITH BABIES 2. FAMILY WITH TEENAGERS 3. FAMILY WITH YOUNG ADULTS

SELF-AWARENESS THROUGH FEEDBACK

4. FAMILY WITH ADULTS

ECOSYSTEM IN THREE STEPS

N

NT AL

GU

EMOTIONAL IN

CE

TE

AN

RA

IO

The first stage is for parents and children, where they can play games together or learn together such as cooking lessons online.

ID

CT

PAR E

The second stage is for teenagers and young adults that want more privacy. The system can then be decentralized.

“PLAY TOGETHER BLOCK SOFTWARE” “GLOBE SYSTEM BLOCK SOFTWARE”

D I S TA N C E S U P

PO

RT

“PRIVATE SPACE BLOCK SOFTWARE”

21

The last stage is the globe system, where Nintendo Super-Mom will be used as interaction device, where you can connect with your brother abroad by sending him an interactive message provided by the Nintendo smarthome system.


IMPLEMENTATION STRATEGY

DESIGN STRATEGY PROJECT – MASTER COURSE PROJECT DETAILS Course: Design strategy project Grade: 8.5 / 10 Duration: 3 months, 2014

INCREASING CUSTOMER INVOLVEMENT IN ENECO DISTRICT HEATING

MENTORS Christine de Lille Erik Roscam Abbing

TEAM 4 master students

Eneco is one of the largest producers of natural gas, electricity, and heat in The Netherlands. During this project my team worked for Eneco’s district heating. Eneco wants to stimulate their customers to share their heating preferences so that the company can manage the high peaks that occur when everyone comes home after work. DESIGN RESEARCH

During this project context mapping was used. The team also interviewed customers. A co-creation with our client gave us insight information about district heating. With this information we were able to apply local grids in our concept. CUSTOMER EXPERIENCE: MONOPOLY VS. INVOLVEMENT

The client faces one problem: its district heating customers feel part of a monopoly. Thus, Eneco is in need of a service design that stimulates clients to become actively involved in managing the heating preferences. LAUNCHING CAMPAIGN: LOCAL GRID BOER ZOEKT BUURT

“Boer zoekt Buurt” means “farmer looking for a neighborhood”. Eneco district heating partners-up with local farmers that have residual heat. This partner delivers heat to its neighborhood. This increases the customer involvement. A mobile experience center is added to inform customers about Eneco’s partnership with a local farmer. And a service portal is designed where customers can give their heating preferences. Their active involvement is rewarded with different gifts from “Eneco for the neighborhood”(see the new touchpoints).

WE MADE THE TOP 3! Eneco selected a top 3 out of 17 groups. For more info:

https://www.werkenbijeneco.nl/100-studenten-pitchen-idee-bij-eneco/ 22


CONCEPT DEVELOPMENT

FROM DEMAND-DRIVEN TO SUPPLY DRIVEN W/K SITUATION 2014

NEW TOUCHPOINTS

ter

ter m in e d

e

De

e

tiv

De

Sustainable

m in e d

OPT IM IS TI

Involved

TFUL GH OU TH

CLO SE D

C

D i s ti n c ti v

D is ti n c

Sustainable

Group

OLY OP ON M

Involved

CURRENT TOUCHPOINTS

PO WE FUL R

OPEN

2020

ROADMAP FOR IMPLEMENTATION

6 5 4 3

2015

I can take part in this

I benefit from this

is fits me

After being informed through superficial channels a more personal channel is now needed. The “Buurt Bus” will go arround the country to have information gatherings about how you can optimaly make use of distric heathing. It also gives a sneak preview about future posibilities. The district manager will attend these meetings.

Current and future customers should be informed about district heating and the pro’s and con’s. When they are informed better they might see district heating as something that fits them. This can be done by assigning the district managers to different districts. This manager is a contact person for the assigned district and can inform and build trust.

ting Activa

: Reco

Advice

gnition

: Sense

The district manager creates different online platforms for different strategic neighbourhoods: “Het Buurtplein”. This can also be done for districts where there is no district heating yet.

On “Het Buurtplein” people are able to gather their neighbours for a certain project by inviting them to “Het Buurtplein”. When enough neigbours are gathered they set a meeting with the district mananger.

On the “Het Buurtplein” people can see the different options and can see how they can benefit from it. Some people migh already share their wishes for heating their homes trough “Toon” here. Some might need more trust and do it later.

Offer:

rity of secu

Benefi

t

Invitati

on:

Interact

When a plan is there Eneco aranges everything with all stakeholders to build the new district heathing installation.

Co-cre

ation:P

art

Partne

n icipatio

rship:

Owners

hip

Counseling & Rewarding

Enable people to unite

How

ion

Together they follow the plan and the customers get updated through “Het Buurtplein” about how much more sustainable they are. They can monitor hwo much enegy they use compared tho thier neigboorhood. Also they have direct contact with local the entrepeneurs via “Het Buurtplein”. Eneco becomes a parner in sustainability instead of an energy supplier.

The district mananger aranges a meeting with neigbours and interesting entrepeneurs from the neigbourhood. Together they make an outline of a plan of how they can heat their houses with residual energy from the neighbourhood.

Enable planning and constructing

Launch online platform “Het Buurtplein”

Promise

We make a difference

I choose reliability

Client Experience

1

2

We do this together

ich is rgy wh

Launch “De Buurtbus” Assingning district manangers

Eneco

s ene pursuit

one

bet

every ter for

Sharing

gue

In dialo

hable Approac

RESIDUAL HEAT OF LOCAL GRID

MOBILE EXPERIENCE CENTER

23

REWARDS FOR NEIGHBORHOOD


ZILVER INNOVATION, ROTTERDAM, THE NETHERLANDS.

WORK EXPERIENCE DETAILS Strategic Design Firm www.zilverinnovation.com

POSITION Design consultant March 2016 - June 2016

EMPLOYER Erik Roscam Abbing

KEY RESPONSIBILITY DESIGN CONSULTANT: Within the strategic design firm my

responsibility was to facilitate workshops for the client meetings, do fieldwork, to conduct interviews, design material for the workshops, making visual designs, and last but not least give recommendations as design consultant to the client. OTHER RESPONSIBILITIES DESIGN RESEARCHER: Researching different target groups that are

interesting for the new product. This involved street interviews and house visits with different target groups. VISUAL DESIGNER: The insights of the research are translated into

visuals such as personas, customer journeys, and experience buckets. I was also responsible for other visual designs of different clients.

OTHER EXPERIENCES March 2016 - current

OWN COMPANY. FREELANCER. RODRIGUEZ STRATEGY & DESIGN, UTRECHT, THE NETHERLANDS

After graduating I started my company to continue in design and business. I did projects with a focus on brand strategy, retail, and services. PROGRAM SKILLS

LANGUAGES

Adobe Ai, Ps, Id, Ae Microsoft Office SolidWorks SPSS

Dutch – Native speaker Spanish – Native speaker English – Academic level French – Basic level

PERSONAL SKILLS

Communicative | Analytic | Organized & good planner | Reliable | Disciplined | Empathic | Team player | Responsible | Optimistic | Perfectionist FAVORITES

Movies of Pedro Almodovar | Parque Tayrona | Galapagos Islands | Field Hockey | Hiking trips | Running | Muji | Ceviche

24


ACADEMIA MSC. STRATEGIC PRODUCT DESIGN. GPA: 8.2/10. UNIVERSITY OF TECHNOLOGY DELFT, THE NETHERLANDS September 2013 – March 2016

September 2015 - March 2016

Strategic Product Design forms the bridge between design and business. It deals with the fuzzy frond end in the beginning of a design process. We help companies to formulate, develop, and implement a certain product or service. It includes solving wicked problems; understand complexity, and communicate with different stakeholders. GRADUATE INTERNSHIP. GPA: 9/10. DEBUUT BV, UTRECHT, THE NETHERLANDS

The focus here lies in brand strategy and retail design. More information can be found on pag. 6.

EXCHANGE PROGRAM. GPA: 8/10. EAFIT UNIVERSITY, MEDELLIN, COLOMBIA. September 2013 – January 2014

During my exchange program I learned more about visual design and product design. I worked with different teams of Colombian students. The largest project was to build an electric transportation device for street vendors. BSC. INDUSTRIAL DESIGN ENGINEERING. GPA: 7/10. UNIVERSITY OF TECHNOLOGY DELFT, THE NETHERLANDS.

September 2010 – June 2013

September 2012 - January 2013

The bachelor focuses on product design specifically, such as dynamics, statics, material selection, modeling, electronics, prototyping, and concept development. It also develops your drawing and presentation skills. MINOR SUSTAINABLE DESIGN & ENGINEERING. GPA: 8.5/10. UNIVERSITY OF TECHNOLOGY DELFT, THE NETHERLANDS

During these 6 months I learned about different sustainable methods e.g. Biomimicry, Cradle-to-Cradle, and Eco-innovation. We did a project to reduce e-waste in electric home devices. HIGH SCHOOL - NATURE & ENGINEERING. GPA: 7/10. LEIDSCHE RIJN COLLEGE, UTRECHT THE NETHERLANDS September 2006 – June 2010

Exam courses: Dutch, English, French, ancient Latin, Mathematics B1+B2, Chemistry, Physics, and Biology.

25


PORTFOLIO RUDDY RODRIGUEZ STRATEGIC PRODUCT & SERVICE DESIGNER

M. E. A.

| +31 (0) 6 37 29 00 92 | ruddyrodriguez@live.nl | Tjeerdsraklaan 48, 3544 PD, Utrecht, The Netherlands.

Ruddy Rodriguez Portfolio Service Design  

I’m Ruddy, graduated from the Master Strategic Product Design at the University of Technology in Delft (NL). I’m a strategic product desig...

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