title

MILANODAL 1913

Pitch

Busness Problem

Extreme User

Demo Video

Objective

Chinese Market

Opening & Framing

Brand Analysis

Process

Journey Framework

Interactions

Wireframes

Touchpoints Map

Why It Matters

Agenda

We reimagined Prada’s landing page with an artistic approach to appeal to Chinese consumers so they can learn more about Prada’s design vision.

The Pitch

Middle MarketHigh-End Market Low-End Market

When Italy’s long-standing economic crisis started to affect Italian consumers, luxury goods were no longer regarded as ‘affordable’ as they used to be, resulting in slow current value growth for Italian’s luxury brands.

Business Problem

“”

If we understand what the extremes are, the middle will take care of itself.

Extreme User

- Dan Formosa, SMART Design

Consumers are also becoming more sophisticated in terms of choosing luxury products, going beyond the best known brands such as Louis Vuitton.

Chinese Market

affordable luxury

absolute luxury

high demand

low demand

Louis Vuitton

Prada

affordable luxury

absolute luxury

high demand

low demand

Louis Vuitton

Prada

CURRENT PRADA BRAND POSITION IN CHINA PROPOSED PRADA BRAND POSITION IN CHINA

Prada is currently expanding their brand to the Chinese market but are overshadowed by affordable luxury brand Coach.

Meanwhile, well established Louis Vuitton is losing market due to overexposure of their brand.

CoachCoach

We propose to increase brand awareness to move Prada into higher demand within the absolute luxury market.

Our landing page will increase site traffic and brand equity

Opening

Middle East 3%

Asia 50%

Italy13%

Europe22%

America12%

International 34%

Other 1%

North America 65%

Sales Comparison

Opening

Framing How can we capture the Chinese

market to increase brand equity without compromising exclusivity?

Finding interest through discovery

We made a new landing page for the Prada site to educate consum-ers on the story and process behind each of Miuccia Prada’s work.

After each season, the product line for the season disappears. - This both retains exclusivity but builds brand equity as potential custom-ers continue to view Prada’s new offerings weekly.

Objectives

Demo Video

Social Media

Process

DESIGN

INTANGIBLE VALUE

Kindle relationship between the creator and consumer

Understand the craftsmanship behind each product and becomes more than a name and a logo

TRANSFORMATIONAL METAPHOR

Deck of cards + Advent Calendar

EXPERIENCE DESIGN

Initially an application

PERCIEVED VALUE

COGNITIVE OVERHEAD

Receive regular traffic from social media applications such as Weibo and WeChat rather than to download a Prada application

Affected by the situation, context and presentation

BUSINESS

NOISE + TRAPS

Targeting current luxury consumers to reinforce and increase brand loyalty

BUSINESS VALUE

Enhanced experience increase brand equity through potential customers

CORE GOAL

To increase brand equity, value of a business carried forth by a name

Perspective

Strategy

Value

Experience Engagement

was used for

affects the

is

increases

was

Discover through social media, or word of mouth.

Show interest by visiting the offi-cial website.

Returned to the land-ing page to get inspired by the coming season.

Awareness Consideration 1st use Continued use

Promoting by the new website landing page.

Viewables of released collages.

Element of surprise with released and locked collages.

Use of collage to show Miuccia Prada’s visions.

Educate audiences with design process of selected product.

Updating content every week based on the theme of that season to maintain traffic

customer POV

business POV

TouchpointSuggestion from friends, family or social media.

Visit new landing page, learn more about brand equity.

Discover current season’s concept through collages.

Learn more about Prada’s vision and values.

View product’s design process

Re-engage for upadates and inspirations

Get aspect of current season’s concept.

Continue to understand season’s concept with different collages.

Select interested product and view it’s design process.

Interaction

loading page view alldiscover

collage/art piece

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed elementum odio tellus, quis congue est rhoncus vel. Duis massa justo, bibendum eu nunc eu, luctus tincidunt ante. Ut et neque tellus. Proin id nulla ante. Nunc et nunc dignissim, faucibus est et, blandit lacus. Morbi in hendrerit arcu.

product infomation pop-ups

Spring Summer 2015 Collection view all go to site

designed by: Q-TA

PradaPrada

Prada Prada

Prada

saffiano lux double bag

Initial Wireframe

PRE-SERVICE DURING-SERVICE POST-SERVICE

Word of mouth

Social media

Website

Sales Associates

Suggestion from friends or family.

Encounter information from social media (webio, wechat).

Visit new landing page, develop understanding of Prada.

In-store experience with staff members.

Receive notifications from social media for new website updates.

Check new art piece released each week.

Word of mouth.

Old touchpoint map

New touchpoint map

CHANNELS

P

P

P

P

P

P

P

Touchpoints Map

Customer Value

Customers will be able to under-stand the craftsmanship behind each product to show more than just a brand name and logo

Business Value

This online interface will give prada the opportunity to build brand equity amongst potential customers.

It creates an experience that goes beyond the mention of the product and its branding.

Why It Matters

images:http://www.picpicx.com/wp-content/uploads/2014/09/2a8dc991666ed0a766ad41159fe6b92c.jpghttp://media.moddb.com/images/groups/1/6/5120/Grass_Field.jpghttp://hdwbin.com/wp-content/uploads/2015/02/sky-hd-wallpaper-1920x1080.jpghttp://www.desktopwallpapers4.me/digital-art/clouds-and-blue-sky-21335/http://www.thisisarequiredfield.com/home_files/field1.jpghttp://www.balloonsandweights.com/wp-content/uploads/2013/02/5DecoratoCanaryYellowBalloons.jpghttp://www.balloonsandweights.com/wp-content/uploads/2013/02/5DecoratorSkyBlueBalloons.jpg?4da1c3http://pngimg.com/upload/balloon_PNG596.pnghttp://dreamatico.com/data_images/space/space-4.jpghttp://dreamatico.com/data_images/space/space-6.jpghttps://c1.staticflickr.com/3/2929/14130934734_6fc9ca2100_h.jpg

Websites:http://www.bain.com/about/press/press-releases/chinas-luxury-market-shrinks-in-2014-press-release.aspx http://www.theguardian.com/fashion/2014/sep/21/luxury-goods-gucci-prada-china-resistance-to-blinghttp://www.economist.com/blogs/economist-explains/2014/04/economist-explains-17 http://www.pradagroup.com/uploads/prada/document/document/25/Slides_ANALIST_CALL_Q3_2014_6_final.pdfhttp://www.businessinsider.com/chinese-luxury-shoppers-are-taking-over-2015-1http://www.portal.euromonitor.com.proxy.lib.sfu.ca/portal/analysis/relatedtab

books:Berger, W., Mau, B. (2009). Glimmer. Random House: Vintage Canada.

Newbery, P., Farnham, K. (2013). Experience Design: A Framework for Integrating Brand, Experience, and Value. New Jersey: Wiley.

Reference