do the dots

DO THE DOTSFRANCESCA TERZI DESIGN PORTFOLIO

ABOUT ME

travellerexcentriccuriousitaliandesigner

Francesca (francio) was born in Brescia, a small town close to Milan. She can’t stop to travel and to visit art exhibitions. She deeply loves design and live concerts. She has just bought a longboard.What she mostly miss of her country are italian comics. What she loves of china are sundays’ street markets.

FRANCESCA 25 YEARS OLD

dothedots?

DO THE DOTSABOUT

I’ve learnt that design means flexibilityto be flexible is needed an holistic approachto be holistic is better to have different skills

RESEARCH IDEATION PROTOTYPE DEVELOPMENTDESIGN | PROCESS

USER ANALYSIS

TREND SETTING

COMPETITORS

BUSINESS MODEL

DATA ANALYSIS & DISPLAY

BRAINSTORMING

CONCEPT CREATION

MOODBOARD

SCENARIO BULDING

PERSONAS

STORYBOARD

CUSTOMER JOURNEY

MOCK-UP

CONCEPT EVALUATION

USER TESTING

PSSD

SYSTEM MAP

POSITIONING & SWOT ANALYSIS

NEW BUSINESS MODEL

IDENTITY & COMMUNICATION

TEAM BULIDING

PROJECT PLANNING

Holymess/ SUNDAYS TO�ENJO�Y THE CITYActive SundaysIs a project to transform Sunday in a day for going out.Especially in the north of Italy Sunday is just and excuse to stay at home spending the time sitting on a sofa, watching a football match and finding a way to kill te boredom or leaving the city, While for many christian people sunday is the day to communicate with God.

We tried to find a way to mix these two aspects: developing a service to people can use the day to go around and enjoy what Milan has to offer.At the end...

GOD did (not) rest on Sunday!

Year 2011

Politecnico di Milano

in collab. with Dario Buzzini (IDEO�)

Designed with:Giorgio Campo, Ana Isabel Palacios, Guelmy Alcocer,

Xue Jing, Delia Bertato, Volkan Uysal

GOD AND DEVIL

The present is made out of the stories from the past, both good and bad...Sunday could be the day to learn those stories to better understand Milan...Could it be God telling me those stories?Who could tell me the dark stories?Holy Mess is a new service to offer people an option to do something on Sunday.

User with cell phone

Three Channels

Activate service

*Cell Credits

*Cash

*Credit card

Pin + website + printer

Pin

Map

+

sPC

Card

Call number

Service is activated, Go to a point and start your tour

Walk through pre established zones aided with MAP

Insert Pin

Arrive to a point

Check number of the point from the map

Send sms Get call back from God or Devil depending on the point

The tour

there are not points left

Activation of Service

God and Devil will only call back on sunday

Tour

Listen to introduction message and instructions

H6C2Card

or

PIN

END

Holy Mess offers to connect people with both God and Devil to get a predetermined personal tour throughout Milan and learn both good and evil stories of the city.The connection is stablished using a cellphone and the path is aided by a map.

TARGET

People with cell phone who would like to

1. Have something to do on Sunday in Milan

2. Have God & Devil talking to them

Turismo, MarketingTerritoriale, Identit

Turismo, MarketingTerritoriale, Identità

Key Partners Key Activities

Key Resources

Cost Structure Revenue Streams

Channels

Value Propositions

Customer Relationships

Customer Segments

Self Service

Mass MarketPeople with cell phone

Touring

Advertisement

Green LineInformation

Pre-paid Cards

Cell PhoneWeb Platform

Pre-paid Card

$$

Chiesadimilano

RetailersRetailers

Pre-paid cardsPre-paid cards

AdvertisementAdvertisement

Web siteWeb site

Phone LinePhone Line

Initial set up and mantainanceInitial set up and mantainance

Pre-paid Car ssds

Green LineInfor nmation

wwwCard

TouringTT

Advertisement

Self Service

www

www

Card

Card

eCell PhoneWWeb Platform

Pre-paid Card

Mass MarketPeople with cell phone

Price for servicePrice for service

Sunday for feed yourself with an uniquepersonal touring,experienced with GOD and DEVIL

Mokit/ THE RECIPE O�F CREATIVITYThe project started with the challenge to update the historical concept of the “italian/milanese latteria” through a research on today trends and lifestyles. What this typical Italian shop communicated in the years is the idea of a living hub of the neighborhood.

What we tried to keep is this central role of the place, but reviewing it inside the neighborhood’s social changes in cities as Milan.

What today is mainly changing is the social role of the city: if before was a permanent statement of people, today is mostly a crossing point, due to work and study reasons.The growing need is the “home feeling”, in sense of resting and quiet sensation, as well as a space where each one could feel welcomed, and he could feel also part of the environment.

Year 2011


Prof. Fabrizio Pierandrei ( PIERANDREI ASSO�CIATI )

Designed with:Delia Bertato, Volkan Uysal

ASPIRANT CREATIVE MOKA LOVERS

environment

KITCHEN

TOILETTE

TAKE NOTESsurface

DRAWTAKE PICTURES

MATERIALSSTICK

TOOLS

OXIGEN

CLOSE SPACEOPEN SPACE

I THINK IN THE

TIDYCOFFEENO NORMAL CHAIRS

USE THE FLOOR

DRAW ON THINGSCOLORFUL

NO RHYTMIC SOUNDS

DARK

MAGAZINES

BED MUSIC

1 : Creative space 2 : Colours and fun 3 : Comfort and concentration

Key Partners Value Proposition Customer Relationship Customer Segment

Key Resources Channel

Key Activities

Costs Revenues

*Milanese torrefazioneBialetti opens

your mind with a new

coffee excuse

Enhance the italian way to be creative

New experiencefrom private to public

*Stationary provider+

+

space maintainence (cleaning, food and

moka preparing)

acquire customersthrough a new coffee

experience

Creative workers

Moka’s lovers

“Aspirant creatives”easygoing and openminded people

temporary community

*Place*Website

enhance spontaneuscreativity with

interaction

*Place*Bialetti products*Creative tools

*Designers*Writers*Journalists*Students

*People (staff)*Materials (coffee, food,tools)*Space maintainance

*Payment for usage (moka)*Payment for additional services

THE FIRST ROOM IS FURNISHED WITH WOOD TABLES AND BLACKBOARDS. ON THE WALL YOU COULD FIND TOOLS HANGED AS IN A GARAGE/WORKSHOP, FREE TO E USED.LAMPS AND SHELVES REMIND TO THE WORLD OF READY-MADE.

THE SECOND ROOM IS THE PLAYFUL ONE, WHERE CUSTO-MER CAN THINK AND RISE IDEAS WHILE PLAYING AND DRINKING COFFEE ON SERVICE TABLES. YOU CAN LIE ON SOFAS OR ON THE FLOOR, IN A LIGHT, WHITE AND BIG ROOM.

THE THIRD ROOM IS QUIET AND A BIT DARKER. HERE EACH CUSTOMER CAN FIND HIS PRIVACY, IN LITTLE LIVING SPACES THOUGHT TO CREATE SMALL “REFUGES”. THE CO-LOURS ARE GREY, NATURAL WOOD AND BRICK RED.

+

friendlystressedsocialtiredboredactivebusycurious

SMART WORRIED DISCRETE

THE ONES WILLGO TO MOKITJUST FOR DRINKA GOOD COFFEE

TRADITIONAL CURIOUS CASH DESK

$

++ EVENTUAL DISCOUNT

CARDS (Ex. 10 COFFEE CARD)

payment

system

the creativity recipe

$

+ =

10 min

20 min

50 min

customer

relationship

UN

IVER

SITÀ

DEG

LI S

TUD

I DI M

ILAN

O

location

M

M

M

M

M

THE IDEA IS TO PUT A MOKIT SHOP IN THE CORE AREAS OF MILANESE'S CREA-TIVITY. WE ARE FOCUSED ON OFFICE/ BUSINESS DISTRICTS, UNIVERSITIES AND ACADEMIES' ZONES AND IN THOSE NEI-GHBORHOOD WHERE THE WILLINGNESS OF BUILT UP AN ACTIVE COMMUNITY IS

RAISING UP. THIS IS OUR MODERN VISION OF LATTERIA.

BIALETTI PRESENTS YOU:

BIRTH

VARIETY OF PRODUCTS

VALUE COMMUNICATION

1870 Alzano Lombardo (BG)

Monocromo/Fashion/BTS/Sketch/HD

Quality, Competitiveness, Efficency

BIRTH

QUALITY OF PRODUCTS

VALUE COMMUNICATION

1948 with a small shop in MILAN

8 main blends:normal, american & dec

Quality, Passion, Rarety, Local

THE COFFEE EXCUSE IS THE KEY TO ATTRACT CUSTOMERS, INNOVATIVE BECAUSE BELONGS TO PRIVATE PRAC-TICE.THIS WILL BE THE EXCUSE TO MAKE CUSTOMERS BUILDING A “TEMPORARY COMMUNITY” INSIDE THE PLACE, WHERE THEY COULD INTERACT WITH THE REASON TO SHARE A PLEASANT MOMENT, AND TO ENHANCE THEIR CREATIVE INSIGHTS.

partners

newB.M.

NEW BIALETTI’s B.M.:

COFFEEEXPERIENCE

WORKINGAREAS office

COWO

MI-HUB

bars

ILLY

NESPRESSO

LAVAZZA

bars

ARNOLD

TIME RATE

200 MILIONS*/day8,4 MILIONS*/ hour 140 MILIONS*/minute

customer permanence

GENERAL RATE

evaluation of the shop

$

system

interviewed

> 15 years old

87% 73%

drinks moka

drinks mokain the kitchen

13%

prefersespresso

15-----24

espresso-manual-automatic-capsule

-napoletana-turkish-kettle

*

47%

VALUEPROPOSITION

-dining room-living room-balcony

OPENING TIME STAFF GOODS VARIETY ENVIRORMENT SERVICES

expe

rt

com

mun

ity

>12h

spec

ial a

rea

tool

s

libra

ry

mon

thly

dire

ct

<12h

12h

food bar

WiF

i

wai

ters

drin

ks

coffe

e

snac

ks

loun

ge

1919BIRTH

Alfonso Bialetti foundshis company of semi-finished productsin Cusinallo (VB)

1933MOKA

Alfonso Bialetti invents Moka Expresschanging the way of make coffee at home

1953BEST

Bialetti realizesthe biggest factoryof moka machinesin the world

1956LOGO

Paul Campani draws the Man with mustachethat will be used foCarosello

1993SOLD

Rondine s.p.a. buys themajority of Bialetti’sstocks and soon they’llthe whole company.

2009

2010

Bialetti outsourcesthe production in 3abroad countries +Italy


Stop productionin Italy

PRO

DU

CTS

sale

s 62%33%

COOKWARE

COFFEEWARE

HOME APPLIANCES

VALUES

QUALITY

INNOVATIONDESIGN

CREATIVE WORKER

OFFICE WORKER

breakfastcoffee breakmeetingsmeet friends

work in coshare ideasfeel inspiredactivities

It’s missing a shop designed for the middle placed seg-ment. For office creatives and aspirant creatives

___day

MOKIT

exhibitorscustomers

guests

/PLUS

GOLDDAILY

service space goods

THE ORIGINAL PROJECT SOLVED THE CUSTOMER RELATIONSHIP THROU-

GH A MEMBERSHIP CARD, WHICH ALLOWS THE PAYMENT SYSTEM ACCORDING TO THE KIND OF SERVICE THE USER COULD HAVE. THE PROBLEM OF THIS KIND OF RELATION IS THAT RAPRESENTS THE BELON-GING TO THE SYSTEM IN A WRONG WAY: IF FROM ONE HAND IT SOLVES THE PAYMENT, ON THE OTHER IT DOESN’T GIVE THE IDEA OF “FREEDOM” AND EASY ACCESSIBILITY TO THE PLACE.

SO THE NEW RELATIONSHIP IS NOT ANYMORE SOMETHING WHICH CATEGORIZE YOU AS PART OF

THE SYSTEM, BUT THROUGH A NORMAL ACTIVITY AS A COFFEE BREAK YOU COULD FEEL PART OF THE BIALETTI IDENTITY, AS ICON OF CREA-TIVE AS COMMON HERITAGE.?WHY CLEAR THINKING

REAL BRAKE

BECOME A HABIT

MOKIT WORKS AROUND THE COFFEE EXPERIENCE AS AN EXCUSE TO BUILD UP A WOR-KING AREA AND COOPERATION BETWEEN CUSTOMERS AND THE PLACE ITSELF. THE VALUE THAT WE WANTS TO PROPOSE IS TO “GIVE A PLACE FOR A LONG LASTING EXPERIENCE”, A PLACE WHERE YOU FEEL WELCOMED

AND WHERE YOU COULD STAY MORE THAN OTHER BARS OR COFFEE PROVIDERS.

critical

aspect

differentiation

DEGREE

why

COFFE &

why

MOKA?

MOKITABSTRACT

A PROJECTBY:

Delia BertatoFrancesca Terzi

Volkan Uysal

FINAL SYNTESISSTUDIO

F.PierandreiC.Cautela

THE PROJECT STARTED WITH THE CHAL-LENGE TO UPDATE THE HISTORICAL CONCEPT OF THE “ITALIAN/MILANESE LATTERIA” THROUGH A RESEARCH ON TODAY TRENDS AND LIFESTYLES. WHAT THIS TYPICAL ITALIAN SHOP COMMUNICATED IN THE YEARS IS THE IDEA OF A RESTING AND MEETING PLACE, LIVING HUB OF THE NEIGH-BORHOOD, AS WELL AS POINT OF SAIL OF FRESH AND LOCAL FOOD PRO-DUCTS. WHAT WE TRIED TO KEEP IS THIS CENTRAL ROLE OF THE PLACE, BUT REVIEWING IT INSIDE THE NEIGHBORHOOD’S SOCIAL CHANGES IN CITIES AS MILAN.TODAY THE CITY IS MOSTLY A CROS-SING POINT, DUE TO WORK AND STUDY REASONS:THE GROWING NEED IS THE “HOME FEELING”, IN SENSE OF RESTING AND QUIET SENSATION, AS WELL AS A SPACE WHERE EACH ONE COULD FEEL WELCOMED, AND HE COULD FEEL ALSO PART OF THE ENVIRONMENT.

WHAT MAKES US SPECIAL AND BELONGING TO THE SAME ROOTS? THE ABILITY TO FIND SOLUTIONS AND ADAPT IN NEW SITUA-TIONS...

THIS IS CREATIVITY, A COMMON INGREDIENT.

Long LastingExperience

Use moka as anexcuse to enlarge the

perception of timerun

+

ASPIRANT CREATIVE MOKA LOVERS

environment

KITCHEN

TOILETTE

TAKE NOTESsurface

DRAWTAKE PICTURES

MATERIALSSTICK

TOOLS

OXIGEN

CLOSE SPACEOPEN SPACE

I THINK IN THE

TIDYCOFFEENO NORMAL CHAIRS

USE THE FLOOR

DRAW ON THINGSCOLORFUL

NO RHYTMIC SOUNDS

DARK

MAGAZINES

BED MUSIC

1 : Creative space 2 : Colours and fun 3 : Comfort and concentration

Key Partners Value Proposition Customer Relationship Customer Segment

Key Resources Channel

Key Activities

Costs Revenues

*Milanese torrefazioneBialetti opens

your mind with a new

coffee excuse

Enhance the italian way to be creative

New experiencefrom private to public

*Stationary provider+

+

space maintainence (cleaning, food and

moka preparing)

acquire customersthrough a new coffee

experience

Creative workers

Moka’s lovers

“Aspirant creatives”easygoing and openminded people

temporary community

*Place*Website

enhance spontaneuscreativity with

interaction

*Place*Bialetti products*Creative tools

*Designers*Writers*Journalists*Students

*People (staff)*Materials (coffee, food,tools)*Space maintainance

*Payment for usage (moka)*Payment for additional services

THE FIRST ROOM IS FURNISHED WITH WOOD TABLES AND BLACKBOARDS. ON THE WALL YOU COULD FIND TOOLS HANGED AS IN A GARAGE/WORKSHOP, FREE TO E USED.LAMPS AND SHELVES REMIND TO THE WORLD OF READY-MADE.

THE SECOND ROOM IS THE PLAYFUL ONE, WHERE CUSTO-MER CAN THINK AND RISE IDEAS WHILE PLAYING AND DRINKING COFFEE ON SERVICE TABLES. YOU CAN LIE ON SOFAS OR ON THE FLOOR, IN A LIGHT, WHITE AND BIG ROOM.

THE THIRD ROOM IS QUIET AND A BIT DARKER. HERE EACH CUSTOMER CAN FIND HIS PRIVACY, IN LITTLE LIVING SPACES THOUGHT TO CREATE SMALL “REFUGES”. THE CO-LOURS ARE GREY, NATURAL WOOD AND BRICK RED.

+

friendlystressedsocialtiredboredactivebusycurious

SMART WORRIED DISCRETE

THE ONES WILLGO TO MOKITJUST FOR DRINKA GOOD COFFEE

TRADITIONAL CURIOUS CASH DESK

$

++ EVENTUAL DISCOUNT

CARDS (Ex. 10 COFFEE CARD)

payment

system

the creativity recipe

$

+ =

10 min

20 min

50 min

customer

relationship

UN

IVER

SITÀ

DEG

LI S

TUD

I DI M

ILAN

O

location

M

M

M

M

M

THE IDEA IS TO PUT A MOKIT SHOP IN THE CORE AREAS OF MILANESE'S CREA-TIVITY. WE ARE FOCUSED ON OFFICE/ BUSINESS DISTRICTS, UNIVERSITIES AND ACADEMIES' ZONES AND IN THOSE NEI-GHBORHOOD WHERE THE WILLINGNESS OF BUILT UP AN ACTIVE COMMUNITY IS

RAISING UP. THIS IS OUR MODERN VISION OF LATTERIA.

BIALETTI PRESENTS YOU:

BIRTH

VARIETY OF PRODUCTS

VALUE COMMUNICATION

1870 Alzano Lombardo (BG)

Monocromo/Fashion/BTS/Sketch/HD

Quality, Competitiveness, Efficency

BIRTH

QUALITY OF PRODUCTS

VALUE COMMUNICATION

1948 with a small shop in MILAN

8 main blends:normal, american & dec

Quality, Passion, Rarety, Local

THE COFFEE EXCUSE IS THE KEY TO ATTRACT CUSTOMERS, INNOVATIVE BECAUSE BELONGS TO PRIVATE PRAC-TICE.THIS WILL BE THE EXCUSE TO MAKE CUSTOMERS BUILDING A “TEMPORARY COMMUNITY” INSIDE THE PLACE, WHERE THEY COULD INTERACT WITH THE REASON TO SHARE A PLEASANT MOMENT, AND TO ENHANCE THEIR CREATIVE INSIGHTS.

partners

newB.M.

NEW BIALETTI’s B.M.:

COFFEEEXPERIENCE

WORKINGAREAS office

COWO

MI-HUB

bars

ILLY

NESPRESSO

LAVAZZA

bars

ARNOLD

TIME RATE

200 MILIONS*/day8,4 MILIONS*/ hour 140 MILIONS*/minute

customer permanence

GENERAL RATE

evaluation of the shop

$

system

interviewed

> 15 years old

87% 73%

drinks moka

drinks mokain the kitchen

13%

prefersespresso

15-----24

espresso-manual-automatic-capsule

-napoletana-turkish-kettle

*

47%

VALUEPROPOSITION

-dining room-living room-balcony

OPENING TIME STAFF GOODS VARIETY ENVIRORMENT SERVICES

expe

rt

com

mun

ity

>12h

spec

ial a

rea

tool

s

libra

ry

mon

thly

dire

ct

<12h

12h

food bar

WiF

i

wai

ters

drin

ks

coffe

e

snac

ks

loun

ge

1919BIRTH

Alfonso Bialetti foundshis company of semi-finished productsin Cusinallo (VB)

1933MOKA

Alfonso Bialetti invents Moka Expresschanging the way of make coffee at home

1953BEST

Bialetti realizesthe biggest factoryof moka machinesin the world

1956LOGO

Paul Campani draws the Man with mustachethat will be used foCarosello

1993SOLD

Rondine s.p.a. buys themajority of Bialetti’sstocks and soon they’llthe whole company.

2009

2010



Stop productionin Italy

PRO

DU

CTS

sale

s 62%33%

COOKWARE

COFFEEWARE

HOME APPLIANCES

VALUES

QUALITY

INNOVATIONDESIGN

CREATIVE WORKER

OFFICE WORKER

breakfastcoffee breakmeetingsmeet friends

work in coshare ideasfeel inspiredactivities

It’s missing a shop designed for the middle placed seg-ment. For office creatives and aspirant creatives

___day

MOKIT

exhibitorscustomers

guests

/PLUS

GOLDDAILY

service space goods

THE ORIGINAL PROJECT SOLVED THE CUSTOMER RELATIONSHIP THROU-

GH A MEMBERSHIP CARD, WHICH ALLOWS THE PAYMENT SYSTEM ACCORDING TO THE KIND OF SERVICE THE USER COULD HAVE. THE PROBLEM OF THIS KIND OF RELATION IS THAT RAPRESENTS THE BELON-GING TO THE SYSTEM IN A WRONG WAY: IF FROM ONE HAND IT SOLVES THE PAYMENT, ON THE OTHER IT DOESN’T GIVE THE IDEA OF “FREEDOM” AND EASY ACCESSIBILITY TO THE PLACE.

SO THE NEW RELATIONSHIP IS NOT ANYMORE SOMETHING WHICH CATEGORIZE YOU AS PART OF

THE SYSTEM, BUT THROUGH A NORMAL ACTIVITY AS A COFFEE BREAK YOU COULD FEEL PART OF THE BIALETTI IDENTITY, AS ICON OF CREA-TIVE AS COMMON HERITAGE.?WHY CLEAR THINKING

REAL BRAKE

BECOME A HABIT

MOKIT WORKS AROUND THE COFFEE EXPERIENCE AS AN EXCUSE TO BUILD UP A WOR-KING AREA AND COOPERATION BETWEEN CUSTOMERS AND THE PLACE ITSELF. THE VALUE THAT WE WANTS TO PROPOSE IS TO “GIVE A PLACE FOR A LONG LASTING EXPERIENCE”, A PLACE WHERE YOU FEEL WELCOMED

AND WHERE YOU COULD STAY MORE THAN OTHER BARS OR COFFEE PROVIDERS.

critical

aspect

differentiation

DEGREE

why

COFFE &

why

MOKA?

MOKITABSTRACT

A PROJECTBY:

Delia BertatoFrancesca Terzi

Volkan Uysal

FINAL SYNTESISSTUDIO

F.PierandreiC.Cautela

THE PROJECT STARTED WITH THE CHAL-LENGE TO UPDATE THE HISTORICAL CONCEPT OF THE “ITALIAN/MILANESE LATTERIA” THROUGH A RESEARCH ON TODAY TRENDS AND LIFESTYLES. WHAT THIS TYPICAL ITALIAN SHOP COMMUNICATED IN THE YEARS IS THE IDEA OF A RESTING AND MEETING PLACE, LIVING HUB OF THE NEIGH-BORHOOD, AS WELL AS POINT OF SAIL OF FRESH AND LOCAL FOOD PRO-DUCTS. WHAT WE TRIED TO KEEP IS THIS CENTRAL ROLE OF THE PLACE, BUT REVIEWING IT INSIDE THE NEIGHBORHOOD’S SOCIAL CHANGES IN CITIES AS MILAN.TODAY THE CITY IS MOSTLY A CROS-SING POINT, DUE TO WORK AND STUDY REASONS:THE GROWING NEED IS THE “HOME FEELING”, IN SENSE OF RESTING AND QUIET SENSATION, AS WELL AS A SPACE WHERE EACH ONE COULD FEEL WELCOMED, AND HE COULD FEEL ALSO PART OF THE ENVIRONMENT.

WHAT MAKES US SPECIAL AND BELONGING TO THE SAME ROOTS? THE ABILITY TO FIND SOLUTIONS AND ADAPT IN NEW SITUA-TIONS...

THIS IS CREATIVITY, A COMMON INGREDIENT.

Long LastingExperience

Use moka as anexcuse to enlarge the

perception of timerun

+

This is not just a system map. This chart represents the whole designprocess, starting from the research arriving to the solution.

Dinner with Buddies/ Tell us about your dreams!Dinner with buddies is a new service in Milan for indian immigrants. They can be listen and help in a familiar atmosphere by volunteers with competence in the theme.

The volunteers will address the newcomers according on what are their plans here (job, study, family, dreams..) or which problems they need to solve. Through an informal italo-indian dinner they’ll be able to discuss and share their situations, surrounded by a familiar atmosphere and meeting other Indians just arrived.

The dinner takes place once a week at the Casa delle Culture del Mondo (The House of World Cultures) in Milan. The Indians have the possibility to choose the date they prefer and book it using the calendar available on the website, even before arriving in Italy, in order to be prepared once here.

Year 2010


Prof. Gianluca Brugnoli ( FRO�G DESIGN )

Designed with:Guelmy Alcocer Gamboa, Giulia Barra

He wants to open an own businessTHE WILLING

THE SEEKE R

RAJ, male,

40-50 years oldHindu

She wants to discover job opportunities

STAGIST

EMPLOYEE

He doesn’t have t ime to go for agencies because

he works all day long.He i s a really serious person r eally f ocused on

realize his plan.He knows that it will be a long path but h e will

never give up!

She i s trying t o become a

really capable person, s he is very open-minded and

she loves the western style.

She is trying to find the right field t o work in s o she i s trying t o understand t he

She i s italian born and she chose t o study l aw because of her strong social behaviour.She i s interested in helping people because she believes that everybod must have the same opportunities.So she tryes to do everything she can.

He worked a s farmer i n Punjab and he knows that his

capalities are really r equested in the north o f Italy. But

he doesn’t want to live as an illegal i mmigrant s o he i s trying to face the problem.

PAOLA, female, 35 years old

LAWYER

FARMER

GIANNI,male,

29 years oldSikh

THE ACTIVE She use her skills to support people

THE HARDWORKER She use her skills to support people

MISHIKA,female,

23 years oldSikh

italian work dynamics.

MAIN USER INTENTIONS/ ACTIONS

TOUCHPOINTS SEARCH INFO DISCOVER BOOKING SOLVE THE PROBLEM

EXPLAIN THEIR NEEDS

La Casa delle culture del mondo

PunjabExpress

Stranieriin Italia

Nand Kumar

Provinciadi Milano

FarsiProssimo

Farsi Prossimo Counter

Farsi Prossimo Counter

MAIN USER INTENTIONS/ ACTIONS

TOUCHPOINTS SEARCH INFODISCOVER ORGANIZE SOLVE THE PROBLEM

LISTENING PEOPLE NEEDS

La Casadelle culture del mondo

Provinciadi Milano

FarsiProssimo

Farsi Prossimo Counter Service

THE WILLING

THE HARDWORKE R

THE SEEKER

THE ACTIV E

LOGO: DESCRIPTION

dinnerwithbuddies

The logo i s based o n the concept o f the dinner with friends. It represent abstractally a

dinner in which every member is connected.

They are connected to help a

friend like a real

friend does: listening and g iving advises in a warm atmosphere.

Every color r epresent o ne category of t he

service-system.

COLOR MINIMUM DIMENSIONGray 80%C:0 M:0 Y:0 K:80

OrangeC:0 M:35 Y:85 K:0

GreenC:50 M:0 Y:100 K:0

BlueC:85 M:50 Y:0 K:0

PurpleC:75 M:100 Y:0 K:0

PinkC:0 M:95 Y:20 K:0

RedC:0 M:95 Y:20 K:0

dinnerwithbuddies

Font: Century Gothic

LOGO VARIABLES

Gray Scale Logo Color Scale Logo

dinnerwithbuddies

B/N Logo

dinnerwithbuddies

dinnerwithbuddies

With Gray Background

dinnerwithbuddies

SECONDARY MARKS

Areas

The secondary Marks helps the logo to transmite the complete mes-sage throught the corporate identity.

The logo i s composed b y 6 silhouettes each o f them r epresent a n area of the system through the color. They can be used as secondary mark to guide people throught the service.

ConectionsAnother secondary mark is formed by the plate of the logo and lines that link this plates like steps that the user can follow. In that way the marks will guide the user through the system.

PatternThe logo can be used also as pattern using it at 10% of opacity. Crea-ting an abstracted kind of indian pattern.

health education legal economics social cultural

WEBSITE ADVERTISING AT AIRPORT

dinnerwithbuddies

WELCOMES YOU!Let your mark!

Talk us about your dreams! 800. 283343

BUDDIEfree number

INTERIORIn Casa delle C ulture del M ondo t hey already h ave a space dedicate to dinners and another events. We took t his space a nd

through furniture change it into a free space where the buddies can

talk, eat and spend time.

PRODUCT SERVICE SYSTEM

dinnerwithbuddies

CentroCome

FarsiProssimo

Provinci adi Milan o

CLIENT CHARTER MEMBER S

AssociazioneMacond o

PARTNE R

Dinner Place Stranier iin Italia

PARTNER

Nand Kuma rAssociatio n

PARTNE RPARTNER

PunjabExpres s

TOUCHPOINT S

SPONSOR

VolunteersIndian s

DISCOVER THE SERVICE THROUG H

health educatio n legal

economic s social cultural

GO TO

Websit e

Counter Servic eProvinceoffice s Official website

Indian

dinnerwithbuddies

BusinessCard

PROBLEM SOLVE D

PROBLEM SOLVE D

OR

BEC

OM

E

IndianVoluntee rGuests

Referenc eVoluntee r

not compulsor yalternativ e

LEGEND

DINNER SYSTEM

WORKSHOP-ITDescription:

As i t happens i n many countries the idea is to propose a workshop to stimulate the newly arrived to s olve t heir problem i n team: conceptualizing in t he way to b ecome more self-sufficents.

How is possible:

The creation of d iffe-rent workshops is possi-ble with the collabora-tion o f the previously arrived indians. T hey can g ive to their com-patriots more effective suggestions and can stimulate their parteci-pation.

Stakeholders:

This can b e a great opportunity f or com-panies that n eed n ew employees to create a network for hiring more awared persons.

SCENARIO ALTERNATIVES

FIRST IMPRESSION

Description:

Never happened t o don’t feel at home?Did you think to be the only one to live the experience o f being alone i n a new

country?.How do you feel if you discover to be i n company?

How is possible:

The first place t hat a

person see when he land i s the airport. T he idea i s to c reate a connection between immigrant t rough a

panel t hat collect a ll the imprint of t heir hands.

Stakeholders:

NEWCO PRINTING INK,producer o f thermo-cromatics ink and VODAFONE.

::ee ss

Alldesign Magazine/ Proudly designedin China!The aim of the project is to develop new strategies for All Design Magazine, a magazine published by the Design & Innovation Department of Tongji University, Shanghai,China.

The developed research had these aims:

understand the situation of design magazines in China, understand the development of design in China, investigate about the actual and the potential targets, analyze the organization of the magazine, analyze the competitors in the field (international and not), study the ongoing trends in the publishing and press area.At the end of the process some general guidelines are given to head towards the project in order to elaborate some effective strategies for the future of the magazine.

Year 2011

Tongji University

Prof. Dong Hua

Designed with:Diego Dalia, Andrea Carlon, Giulia Barra, Luca Cozzi, Carmelo Ferreri

DEVELOPING

CHANGE

TRADITION

CULTURE

YOUNG

FAST

200 DESIGN UNIVERSITIES

C OMPANIES ARE READYFOR IT NOW

BEIJING

SHANGHAI

SHENZHEN

上海

北京

DOMUSWALLPAPER

ONE TOPIC/DEEPMANY/SUPERFICIAL

AXISFRAMEFORU MADINT DESIGNABITARE

WHICH MAGAZINES

CONTENTS

DESIGN IN CHINA

DESIGN MAGAZINES

PURCHASING

TRANSLATION/COPY OF

INTERNATIONAL MAGAZINES

A RT/DESIGN/LIFESTYLE MAGAZINES

C OMPANY/UNIVERSITY

DEAL WITH BOOKSHOP

DIRECTLY AT BOOKSHOP

BORROWED

A RT&DESIGN SCHOOL MAGAZINES

INFO SEARCHEDTRENDS

NEW DESIGN PRACTICES

INSPIRATIONS

I NNOVATIVE APPROACHES

STRATEGIES

CASE STUDIES

The magazines that we did analyze were:

Domus, Ottagono, Abitare, Case da abitare, 360,

Wallpaper, Interni, Frame.

For each magazine a set elements has been

analyzed: subtitle, price, provenience, language,

number of pages, format, foundation year, current

issue, amount of published issues every year.

Then it has been analyzed the physical quality of

the magazines: colors, materials, print and images

quality and empirically analyzed the image/text

ratio.

Then it has been described the way the magazines

are conceived:, how is the structure and which are

the issues, the different sections, their weight and

the balance between each of them.

It has been analyzed also the internet website

related to each magazine, the website sections, the

networks (links, platforms, etc), the eventual virtual

store and applications, the possibility to access to

digital material (articles, digital magazines, etc).

M A G A Z I N E C O M P A R I S O N

M A G A Z I N E

S U B T I T L E

C O L O R S W E B S E C T I O N S

N E T W O R K S

S T O R E

M AT E R I A L

P R I N T

I M A G E S

I M A G E S / T E X T R AT I O

A P P L I C AT I O N

P R I C E

P R O V E N I E N C EL O G I C

S T R U C T U R E

I S S U E

L A N G U A G E

N ° P A G E S

F O U N D AT I O N Y E A R

A C T U A L N ° N U M B E R S P E R Y E A R

F O R M AT

S E C T I O N P E R C E N TA G E

360°45 ¥

NONE

GRAPHIC BASED

~ 190

2007 31 6

200x297 cm

C O N C E P T A N D D E S I G NM A G A Z I N E

D U L L & S H I N Y P A P E R

W E B S I T E O F T H E E D I T O R

N O N E

N O N E

G O O D Q U A L I T Y

D I F F E R E N T S I Z E S

E A C H N U M B E R I S A B O U T A S P E C I F I C C O U N T R Y

A COUNTRY

A L L A R T I C L E S A R E R E -L AT E D T O T H E I S S U E DC O U N T R Y

CHINAC H I N E S E A N D E N G L I S H

TEXTIMAGES

ART

DESIGN

GRAPHIC

Focus group had the main aim of search

deeper, more complex and more contextualized

information about the student’s audience, that

was the weakest segment, from the point of view

of the results, of the interview phase.

The focus group provided us accurate information

while helping us to establish an open dialogue

with the students.

The focus group has been done with a group of

6 students that were supposed to be half boys

and half girls; the number of students had been

chosen dependently to our capability to handle

this kind of research.

In order to assure the right outcome, we planned

a Dual moderator focus group which means that

one moderator ensures the session progresses

smoothly, while the other ensures that all the

topics are covered.

The session has been done in three parts:

introduction, lifestyle research and trend

research.

F O C U SG R O U P

Planned to understand the habits of the

interviewed, to ask them what kind of

use they do of technology, medias and

interactive tools.

This session had been divided in:

We ended up the session asking some suggestion

on the guidelines we could follow during the re-

design phase. To do this we used the last part of

the tool-kit and then we offered to the students

interviewed a small lunch and we discussed with

them how to change the magazine.

This is the list of the activities done:

L I F E S T Y L E R E S E A R C H

T R E N DR E S E A R C H

• D E S I G N I N C H I N A

• P U R C H A S I N G

• M E D I A

• I N F O R M A T I O N S E A R C H E D

• O P I N I O N S O N A L L D E S I G N

• H O W I S A L L D E S I G N

Interviews result were really useful for the

development of the process, even if the results from

student’s interviews where not satisfying. That

happened mainly because of the language barrier,

and because many students tend to be really shy or

not selfconfident.

Moreover it was really difficult to interview male

students and that happened because the research

team was not aware of the cultural boundaries that

can be encontered.

The best results were provided by professors

and professionals and can be divided in different

categories.

I N T E R V I E W S

BOOK

MAGAZINE

33%LIBRARY

BOOK

27%BOOKSHOP

NEWSPAPER

8%NEWS KIOSK

13%BORROWING

19%ON THE WEB

WHERE DO YOU PURCHASE THEM?BOOK

MAGAZINE

41%LIBRARY

BOOK

17%BOOKSHOP

NEWSPAPER

0%NEWS KIOSK

42%BORROWING

0%ON THE WEB

WHERE DO YOU PURCHASE ADM?

ONCE YOU BOUGHT IT, WHAT DO YOU DO?

MAGAZINE

I SHARETHEM17%I SWAP

THEM7%

I COLLECTTHEM

47%I THROW AFTER

READING29%

writing style

contents

ASPECT PREFERENCES

interviewnews

writing style

15%

20%

30%

10%

4%

11%

pictures

graphic

76%KNOW IT

71%READ IT

8%WROTE FOR

13%LIKE IT

ABOUT ALL DESIGN MAGAZINE

design projects

design conceptsgraphic

CONTENTS PREFERENCES

picturesinternational news

22%

20%

9%

16%

4%

4%

interviews 2%

extras 6%

writing style 11%

chinese news 10%

S Y S T E MM A P

LEGENDA

G access to GURU blogs

P access to PORTFOLIO section

W access to WEBSITE contents

EDITORIAL STAFF

CHIEF EDITOR

JOURNALISTS

PROFESSIONALS 35% PROFESSORS 25%DESIGN STUDIOS 30% STUDENTS 10%

SELLS

ALLDESIGNMAGAZINE

BOOKSHOPKIOSK

3MONTHS

LIBRARY

MAGAZINE

The magazine network and

consequently its catching area

are enlarged thanks to an online

platform enabling designers,

chinese and international, to

exchange projects and news. In

this way the magazine is more

accessible and present in the

daily routine; it’s the center of a

wide system including not simply

the website, but establishing

a community, a database of

portofolios and companies with

the opportunity to enable new

possibilities for both design

studios and design students, apart

for being an interesting source of

inspiration among professionals.

Four different design and lifestyle

blogs are set up by four “gurus”

aiming to keep constantly

informed the community about

the latest news, trends and

lifestyles occurring in the design

field and not only.

APS

WEBSITE

MAGAZINE STAFF 50%

SECTIONS

USERS ACCESS

DESIGN JOB PLATF 20%

GURU STUDENTS 100%

G

P

W

STUDENTS50%20%30%

G

P

W

DESIGN LOVERS20%10%70%

G

P

W

DESIGN STUDIOS10%60%30%

G

P

W

PROFESSIONALS30%20%50%

CITY EVENT PLATF 30% STUDENTS60%

PROFESSIONALS40%

MANAGEMENT

COMMUNITY

ANNOUNCEMENTS MAGAZINE PORTFOLIOSGURU

PDF

2 Mo.¥

EMPOWER

Late mate: every book is a journeyby luca cozzi

A book can be considered as a journey. Late mate will be your guide through this journey.

New sounds in a vintage lookby luca cozzi

How to transform an old vinyl into a modern speaker for mp3?

The space of superleggeraby Carmelo Ferreri

Simple shapes, light colors, basic materials. This is superleggera’s essence.

L O G I N / C R E AT E A N A C C O U N T

search www.alldesign.ch search

D E S I G N&

G R A P H I C

F O L L O W M A R K , T H E D E S I G N A N D

G R A P H I C G U R U F O R A L L D E S I G N

M A G A Z I N E .

FA S H I O N&

P H O T O G R A P H Y

F O L L O W J E N N Y, T H E FA S H I O N

A N D P H O T O G R A P H Y G U R U F O R

A L L D E S I G N M A G A Z I N E .

S U B S C R I B E

N O W

B E C O M E A M E M B E R O F A L L D E S I G N

M A G A Z I N E , A N D B E PA R T O F O U R

C R E AT I V E C O M M U N I T Y !

A R C H I T E C T U R E&

I N T E R I O R S

F O L L O W J O H N , T H E

A R C H I T E C T U R E A N D I N T E R I O R S

G U R U F O R A L L D E S I G N M A G A Z I N E .

G U R U SA L L D E S I G N

ALLDESIGN

YO U R S H O P P I N G C A R T S C O N TA I N S :

N O I T E M

O U R PAY M E N T M E T H O D S

< P R E V 1 2 3 4 5 6 7 8 9 N E X T >

S U B S C R I P T I O N S

C U R R E N T I S S U E

A R E YO U A YO U N G D E S I G N E R

L O O K I N G F O R A J O B I N

S H A N G H A I ? TA K E A L O O K I N T H I S

S E C T I O N A N D YO U W I L L F I N D

S O M E T H I N G F O R S U R E .

A N N O U N C E M E N T S

#124

L O O K I N G F O R A

J O B ?

S E C T I O N S I M A G A Z I N E I P O R T F O L I O S I A N N O U N C E M E N T S

M O S T V I E W E D

M O S T V O T E D

M O S T C O M M E N T E D

B A C K I S S U E S

W E B S I T E

We created an internet site for alldesign

magazine, since we think that nowadays Internet

can be considered one of the most important

media, a fundamental element of every designer’s

daily routine and a big and easy opportunity to

catch more audience.

In the main page of the webpage there different

articles related to design, architecture, interiors,

art, graphic design and lifestyle.

We decided to give to customers the possibility

to download the magazine and to assemble their

own pdf aswell.

In the portfolios section users will have the

possibility to upload their works, in order to be

viewed and commented, and noticed by studios

looking for young talents.

The site has got another section where all work

announcements in Shanghai are displayied on the

map of the city.

We decided to have another section called

Alldesign gurus, a triad of blogs about design &

graphic, fashion & photography and architecture

& interiors.

Swirrol/ Flexible and elegantsilk scarfSwirrol is a scarf, a toy and an elegant silk accessory,It fits any kind of dressing style thanks to the double iron wire placed inside the scarf. In this way the scarf can become a belt, a bag, a purse or whatever comes up in your mind while playing with it.

The double layers of fabric, silk (outside) and cotton (inside), give to the scarf a very soft texture completely hiding the wire placed inside the two raws of sewings.Inside are placed two huge pockets: made for carry the most precoius object that a woman use to carry with her... as everybody knows: usually a bag for a woman is not enough!The product had been produced in 25 item, sold in one hour during the annual design market held by our Design Faculty.

Year 2010


Designed with:Guelmy Alcocer Gamboa

swirroll@

gmail.com

to order: swirroll@

gmail.com

to order: swirroll@

gmail.com

100%SILK

P

100%SILK

P

100%SILK

P

100%SILK

P

to order: ww

w.ttbox2

01

0.com

swirroll@

gmail.com

to order: ww

w.ttbox2

01

0.com

to order: swirroll@

gmail.com

100%SILK

P

100%SILK

P

100%SILK

P

100%SILK

P

to order: swirroll@

gmail.com

100%SILK

P

100%SILK

P

he

Urban Bandage/ Take it Elastic!

Urban Spaces can be public playgrounds. And this playgrounds can be realated to public parks in order to establish a continuity and foster people to enjoy every corner of the city they live in.In Milan there is a lack of urban design dedicated to those spaces, this is one of the reasons why citizens avoid to use what the city offers and prefers to close theirselves in expensive gymns.

That’s why we designed a product-service to provide bar and restaurants’ customers a special meal package provided by the municipality and Comieco made of a box wrapped in an elastic band that can be used to hold the box-meal tray while eating with a friend or can be used to train/play games.This porject had been inspired by Vitra’s rubber band presented at the Milano Design Fair in 2009.

With the support of MH WAY

Year 2011


Designed with:Chiara Napol, Giulia Saya, Volkan Uysal

Urbanspaceswithoutidentity

Urban area

tourists workers

teenagersstudents

parents & kidsadults

SPAGAMES

SHOPPING

What isleisure in

Milan?

GYMDANCE

FITNESS

PARKSBICYCLE

RUNNING

BARAPERITIVOFAST FOOD

sports

food & beveragerelax

outdoors

System map

FOOD SELLERS

EVENT

PROMOTER

USERS

GOODS

MONEY

INFO

PartnershipK ey Activites Value Proposition Customer Relation

Key Resources

Cost stream Revenue stream

Channel

Customer Segment

Food sellers

Outsourced production

Machinery

Human resources

Production

PromotionCommunity

Events

Guerrilla marketing

Website

Selling the packagingto food sellers

ProductionAdvertising

People livingthe city

.young people.tourists

.kids.families

Business Model

he

Facetival/ Milano Design Week

For fourteen years, esterni has been working to highlight public spaces as the place where cities develop. It has been developing the concept of public design, an effective instrument to meet and understand the new needs of modern social life.

The festival of public spaces is : to experience the city and its shared spaces in a different way, to re-discover the importance of public spaces, to meet designers and architects from all over the world, and to imagine a different city. When Esterni asked us to redesign the final party of the event we decided that the focus had to be the people that with their face change the face of Milan for a week.

With the support of ESTERNI

Year 2010


Designed with:Anda Palacios, Andreas Folkenstad, Xue Jing , Ricardo Melisa

he

Push/ Portable Communicatorfor Disable ChildrenPush is a monomessage communicator for disabled children ( who suffer from dyslexia, autism, celebral palsy, muscular dystrophy), it’s like a button with a pre-recorded phrase. So the user can play that phrase every time he needs. In those kind of products PCS alphabet is fundamental. PCS is a “conceptual alphabet”, where images are used in communicators like pointers: they show to the user what he is going to “say”.Push has an intuitive interface and is very handy because had been designed to be adapted to many needs. Push is a very small button that can be kept in a pocket, it can be perfectly integrated with every other CAA (Augmentative and Alternative Communication) system that the child using. It can also become a game when is used like something to share or catch and it can be adapted to “modified books”.

Tutor: Lorenzo Palmeri

Year 2009


Personal Gradutaion Project

SIMPLE, PLAYFUL, FLEXIBLE

he

Through The Box/ 2010 PSSD Design Market

TTBO�X is an event held in the Campus Bovisa of Politecnico di Milano. The annual event presents the results of the Concept Design Studio course by Professors Silvia Girardi and Valentina Auricchio with the collaboration of guest professor Norman McNally.The aim of the course was to create innovative products on the mobile lifestyle taking in consideration the entire process that is required during a real design process.Students were required to sharp their technical and creative skills but also the interpersonal ones.The requirement was to fully manage projects in terms of materials and methods of production.Through the box is a small but important part of a complex process, the final destination of a “journey” lasted 12 weeks, through 20 countries, together with 55 designers.

Prof. Valentina Auricchio

Main sponsor: Vodafone Italia

Year 2010


With: Johanne Sim, Dipa Sitepu, Carmelo Ferreri

BEWARESHARP DESIGN IDEASTHROUGH THE BOX

55 DESIGNERS20 COUNTRIES1 DESIGN MARKET

INFO: WWW.TTBOX2010.COM

TUESDAY 22 JUNEFROM 12.00 TO 15.00BOVISA CAMPUSPOLITECNICO DI MIL ANOVIA DURANDO 10

Come for an exci ting ride THROUGH THE BOX for sharp design ideas.

he

Longboarding in China/ WO�RK IN PRO�GRESSIn China the Action Sports scene just started gathering people’s attention.More and more young people is approaching inline skating, skateboarding, snowboarding, bmx and the most famous brands are fostering them organizing events and influencing customers’ lifestyle with their marketing strategies.Brands put all their effort trying to trigger a big change.In the meanwhile a small phenomenon started taking place without any big firm’s support. Longboard culture. It started just from a small group of very passionate people in Bejing and is becoming popular all over the Country. I decided to research on them and to develop a service system to attract longboard brands to China and to encourage local brands to be more competitive and master their own market.

Prof. Davide Fassi

Year 2012_now


Master Graduation Thesis

USERSINTERVIEWS

~SKATERS FROM:

CHANGZHOU

BEIJING

MOTIVATIONS & NEEDS

HONG KONG

CHANNELS:

DIRECT TALKS

INTERNET(Social Network and e-Mail)

SHANGHAI

XI’AN

TALKINGWITH EXPERTS

~LIFESTYLE & MARKET

WHO:

JOURNALISTS

PRO-LONGBOARDERS

SHOP OWNERS

CHANNELS:

DIRECT TALKS

INTERNET

BRANDS

DISTRIBUTORS

YOUTHTRENDS

GONE WITH THE TARGET

WHO:

LONGBOARDERS

INLINE SKATERS

SKATERS

CHANNELS:

BMX-ERS

SOCIAL NETWORK

DIRECT TALKS

SURVEYS

EVENTSanalysis

~POKING THE ACTION SPORTS

WHERE:

OUTDOOR TRIPS

SPONSORED EVENTS

COMPETITIONS

MAIN SPONSORS:

ASIA X-GAMES

CONVERSE

VANS

SOCIALOBSERVATION

~FEEDBACKS

WHO:

CHILDREN

ADULTS

PARENTS

WHERE:

CITY

SUBURBS

COUNTRYSIDE

ELDER

YOUNG PEOPLE

he

EXTRAS/ILLUSTRATIO�N

I was born as art lover, I went to an art school and turned my passion into design.But I still love spending my spare time geeking on illustrator, palying with shapes. If I do have more time I go for paintings, mixing different materials and techniques.O�n my desk a big A3 sketch book is never missing.In every place I go I bring Pantone markers and colors.

It’s not a job, it’s just a passion.It’s what helps me to:

- keep calm in hard moments- think more clearly- express ideas

Please take a look before closing my Portfolio.

CASTELLI

ARIAper

THANK YOU

www.francescaterzi.comwww.dothedots.tumblr.com

do the dots

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