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portfolio of
GIANVITO SEMERAROStrategic product-service system designer
2
Who I am: Profile
Selection of Project: Services • Cucina&Co. • ARCIStoppers • 100 granny’s • My pages
Strategy projects • Sabor! Sabor! • Fruitskin • Foglia d’Oro • Eat our culture
Products • Messina • Geyser • Unscrew corks
Concepts • Community of experience • Totem glass
Divertissement: • Pub’s knickers • Mood keyboards • Analog photography
INDEX
3
Hi,
my name is Gianvito, I was born in
Cisternino, in 1986: little town in Italy’s
heel. My professional profile is composed
by different educational background, all of
them related to the design field: industrial
design, service design and strategic design.
These different backgruond helped
me to develop a deep knowledge in project
managment and a mind set focused in
problem solving, which are necessary skills
applicable to a different range of projects.
Upon commencing my design studies
in Milan, my attention was more focused
on meaning of the product, than on the
technical aspects. Consequently, I chose
the specialization in services design because
I saw in this discipline a bigger opportunity
to create a deeper change in the business
sector. I graduated at the master in Strategic
Design on February 2012, at Politecnico di
Milano, after a intern of 4 months in a service
design company based in Melbourne.
When I’m not working, I like spend time
enhancing my creative potential, writing
stories and drawing paints with acrilics.
In the present portfolio are showed only projects develop internally at University,
projects develop for companyesare covered by industrial secrets.
PROFILE
Typologies of my works inside Politecnico of Milan.
Services 5Strategy projects 4
Graphycs 2Products 3
Research & concepts 3
Via Cesare Cesariano 1020154, Milan, Italy
T: +39 338 2939605e-mail: [email protected]
4
service
CUCINA&CO.This project was born during a
laboratory of service design in Politecnico di
Milano, kept by Anna Meroni in 2009.
Cucina&Co. is a kitchen designed for a
service of co-housing located in via Quinto
Cenni, Milan. It’s characteristic promote
flexibility to the various needs of the
people, who organize the timing of the
kitchen through a monthly calendar and an
organizer chosen by inhabits of co-housing.
The goal of the shared kitchen service
is create an opportunity to meet and
enjoy other people, to socialize and learn
how to cook in a sustainable way. In this
prospective the kitchen is more like a living
room, where people meet and share ideas
and time, not only between the people of co-
housing, but also with all the neighbourhood
Everyone can book his own participation to
events from the website, paid if it is request,
and enjoy the kitchen class, or use the
space for his parties. Cucina&Co. has many
partnership with external actors that are
operating in the food Italian industry: as
Slood Food, Eataly and Milano Parco Sud.
In following images some services
design tools for generate the ideas (as the
scenarios below here) and to communicate/
explain it (system map and storyboard).
Moodboard for the scenario individual action/city life
self production
living green areas
slow time
organized nature
serenity
sharing pubblic
area
technology 2.0
walking
own production
silence
wild nature
meditation
unhealty
self organization
techonology 1.0
fast
metropolis
rural life
collectiveaction
individualaction
citylife
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CUCINA&CO.
L M M G V S D
t r a t s
1_The sta�organize the calendar
3a_The people of co-housing that are interested into the event make their own reservation
4_Manager contact achef
_Feed-back howto improve co-housingservices
2_Calendar is avaibleon-line3b_The neighborhood
book the event
materials
money
info
_co-housing
System Map of Cucina&Co explains interaction between different actors during the planning of an event.
service
6
CUCINA&CO.
These two storyboards narrate different event that could happen in Cucina&Co. The first one show two friends that are having a barbecue during weekend, the second one shows the event make with an external chef.
service
7
ARCIstoppersARCIstopper was designed during a
laboratory of product system taken by Ezio
Manzini in 2009 in Politecnico di Milano.
It’s a service of car-pooling for users of
ARCI clubs in the city of Milan. The starting
point was the observation that during the
night there is not the possibility to use any
public transport, so it’s difficult for people
that don’t have a car, to travel. The winning
key factor of this car-pooling is that who
offer a lift will receive a discount on their
car insurance. This is possible because the
member of ARCI’s club have a card, in which
one includes a health insurance. The same
insurance company can provide different
services in a way to help people in sharing
their car, in addition gaining members of
ARCI’s club.
This is a virtuous circle, where every
actor of the system has different reasons
and advantages for join the service. The
customer will save money by not investing
in a car while the people offering the
transportation service gain discounted
car insurance and a channel to meet new
people. Meanwhile, insurance companies
will gain access to more clients through the
ARCI association.
So there are different reasons that
make this a strong project: it connects
people within the community, and promotes
sustainability.
Below a general view of the action of
the service’s user. In the next page poster for
publicize the project.
1. subscription2. Authentication from ARCI 3. Profiling
arcistoppers
4. communication
6. Meeting
5. Making appointment
7. Give a lift 8. have fun9. go back home 10. feedback
YES NO
arcistoppers
A general sketch about the action of the typical user of the service.
service
8
ARCIstoppers1: Moodboard about the service experience2: Poster
2
1
service
9
100’s grannyIt’s a concept of a service develop
during the course of strategic design, in
2009.
The main idea is to connect elderly
people, that have time and a craft skill set,
with the young generation who are eager
to have style and a self-created identity.
The service works through a web
platform, that allows young people to upload
their images. With a software it’s possible
to convert every picture in a instructions for
sewing. These instructions are then passed
onto the elderly service subscribers for the
end creation of garment.
The service guarantees an original
handmade product. The mission is offer
a personal and good quality items to the
younger generation.
posters
service
10
100’s granny
1 2 3
4 5 6
STORYBOARD (for story telling): 1 the boy upload his image; 2 the staff of the service pixelate the images; 3 and give the instruction to the “grandma”; 4 the boy receive his item with a personal card of the grandma; 5 he can decide to meet the grandma; 6 the boy is enjoying his sweatshirt
service
11
My pagesThis service is for inhabitants of the
city of Milan. Often people who live in this
city doesn’t know their neighbours. For this
reason Pagine Mie collect all inhabitants of
a condominium and helps them to get know
each others and encourage the socialization
through a network to exchange favours and
objects. For example, it’s possible to look for
a plumber near our house, or for a DVD.
By creating a network which connect
people through asking for general help or
everyday needs, people are encouraged to
meet those who live around them creating
a trust and friendship and ultimately a
stronger community.
There is a web platform that help
people to interact. Also with the use of
cell phone, people can make arrangements
or offerings. It’s a real social network but
contextualized in the neighbourhood where
we are living, and it is useful.
for a short video click here
logo and claim of service
PAGINE MIEthe social network for your real life
service
12
strategy
Sabor! Sabor!It’s a strategy develop starting to a
brief of Barilla company.
The project is oriented to Brazilian
market, and is composed by different
topping and dip for fruit. The product is
sold in small flagship store, where customers
can personalize their box, with the fruit and
topping that they want. The user can take
just a glass of salad fruit or make big order
to have a party. There is also the possibility
of home delivery, and the booking a
customized box on internet.
naming ang logo Sabor! Sabor! pack Sabor! Sabor! Embassy
13
FruitskinIt’s a product service system for sell in
a different way juice of fruit and vegetables.
The system is composed by three level of
offer: the product (a flask); the refill system
(powder of fruit and vegetable juice); and
the service for customized the flask.
Customers can buy flasks in
supermarket, drink the juice during the day,
the flask is thermally isolated, and when
the user needs more juice he can buy a refill
pack from vending machines. On the web
site there is the possibility to customize the
flask, buy a new skin with different textures
and colours.
The goal of the project is create
a transactional object, able to build an
affective relationship with user.
Flasks and logo
strategy
14
Fruitskin
Advertising and concept for promotion
strategy
15
web platform for personalization
Fruitskin
strategy
16
Foglia d’OroProject develop for Novacart S.p.A.,
an international company that works in the
market b2b, producing products in paper
designed for cooking and serving food.
The brief was enter into the market
b2c through the channel of internet. Foglia
d’Oro is a web platform that wants build a
community around the food environmental.
The web site wants be a reference in
the patisserie sector not only as product, but
as source of Information. Through the web
platform, Foglia d’Oro will distribute podcast
and webinars; and it will publish books to sell
also in book store, about recipes create from
the users and external chef.
strategy
Business model and traffic diagram
17
strategy
Eat Our CultureProject developed for the towns of
Albissola Marina, Albisola Superiore & Cairo
Montenotte.
The aim of the project is to increase
the value of the territory, trough a
segmented tourist offer that link food with
the local culture and the people. Local food
is the starting point for building the travel
experience: four different path, related to
the four different story that the territory and
the inhabitants are able to tell.
The design process started from
a deep osservation and analisys of the
territory: interviewing the locals, visiting the
industrial distrects of the area and talking
with the entrepreneurs of the food market.
The final project has considered all
the different elements which composes
the experience of the travel: from the
advertisement to the physical evidences,
through the activities offered until the outfit
and attitudes of the characters who interact
with the guests.
EAT OUR CULTURE
Experiencing the harmonised foodways
Logo, brand and claim of the project
18
strategy
Eat Our Culture
1
4
7
2
5
8
3
6
I’ve found the perfect place: Albissola!
Ciao Luciano! Hope my BB works here..
Benvenuti inAlbissola!
the water shouldn’t goon leaves, but on thebase of vegetables...
why? None of my friends will believehow easy this can be!!
My son has grownup so quickly!
The veggi’s taste sofresh!!
Let’s go to fish!
it has bitten!
pull strong!
I’ll take asun tan
These images are a selection of a longer storyboard, and them illustrate some key details which compose the whole experience: the selection of magazine where the advertisement will be place on, the behavior of the actors of the service, with an Italian “Benvenuti!” and the design of all the different activities: from gardening to climbing, from cooking to eating. Plus some surprises, like freshly backed focaccia in guests room, and email with photo of the relaxing experience.
19
strategy
Eat Our Culture
9 10 11Hi! Where
can I find a publicbeach?
10 mins,always straight!
I need to buy basil,nuts & olive oil formy Albisola pesto
recipe
I cant believe you madethis delicious meal byyourself from scratch! do you want
join thebusiness?
The design process has considereted all the possible touch points which are able to make more unique the experience, as different uniform for all the different actors: farmers, sailrs or chiefs, and smalls boutique, where is ti possible find and buy local products and tasty souvenirs of the area.
20
product
MessinaIt’s a project developed during the
final course of bachelor degree in industrial
design in 2008. The theme of course was:
Sense & Design, the field of work was to
create an object able to help blind people.
I chose to analyse blind children.
When blind children mature developmental
problems may occur such as physical
impairment, and/or behavioural and learning
disorders.
These problems are due to impossibility
to see their own body. The main idea was
build a tool able to stimulate and training
the proprioceptive sense of the blind child,
in a way that allow them to know their body
scheme and know them self.
It is possible use Messina in different
ways, for different scope. The first use is
like as stairs, with swinging steps. If it is
reversed, it is possible use it as swing, for two
people, this game is useful for the children
to understand their weight, in relation to
another child.
21
MessinaDifferent uses of Messina
product
22
GeyserGeyser is a cappuccino maker, designed
in 2007, during a course of electrical product
redesign.
The design process started by
analysing an old cappuccino maker, which
worked with batteries and made milk foam
with a grained trundle.
Geyser works with electricity and
made milk foam with water vapour.
1 2
3 4
5 6
7 8
product
23
Unscrew corksIt was designed in 2005, for users that
have just one skilled hand.
The unscrew corks must be apply
under a cupboard in the kitchen and it is
ready to use. When the bottle is locked into
the binary, it sufficiently holds and opens the
lid.
User:
Storyboard:
product
24
concept
Community of experienceIt a web platform designed for share
tacit knowledge develop into all design phase. The service was designed for design students of Politecnico di Milan.
The platform permits sharing different information in different way. The platform allows for sharing of different design tools during the varying design phases, such as analysis, development, implementation and delivery. Sharing information about the tools allows for connectivity, feedback and improvement for both creators and users.
A second version of the concept is to help people in sharing informal information about University courses. By being placed in an environment, such as in front of the vending machine, students would be encouraged to discuss ideas and opinions more freely.
A third section is an online portfolio, where students can show their works.
Concept for the home page of the platform
25
The choose of the design tool to analyze The section for choose the forum about the course
Community of experience
concept
26
Totem GlassDesigned during the workshop of
the 3rd year for Seves, Totemblocks differ
among themselves for function, aesthetic
sense and type of communication.
The limbs of an Angel attached on a
glassblock give the impression of an angel.
A small slit transforms a brick in an ashtrays,
which cannot be emptied, as symbol of a
smoker lungs; Salvadanaioblock is a single
piece, which is filled with money, It’s the
metaphor of “see but do not touch”, in fact
it is necessary to break the brick to take the
money.
Angel glassbloc Ashtray glassblock
concept
27
divertissement
Pub’s knickersThe starting was the theory of Marshall
McLuhan “medium is the message”, my goal
was create a new way for help people to
socialize in a pub.
The choice of means of communication
was carried out according criteria of amusing
and unconventional: a pair of underwear,
on which people can leave messages to be
delivered to other people in the pub, or just
play with it.
The planning of the event passed
through the research of a sponsor, that
was become the client of the project,
and the communication of event in the
channel normally used by the pub’s crew to
communicate their events.
COLORIZE
YOURMUTANDA
RazzputinDJS Dave & Dounut
ATOMIC BARH. 22
Web flyer for the eventSome pictures of the event
28
Mood keyboardPersonal exercise with the propose
to animate an object between most
anonymous and municipalities of today. I
forget the functionality of keyboard and play
with the character in relationship of that one
of the user.
Waiting for Godot
For Kandisky
divertissement
29
Mood keyboard
For a masochist (with trap)
For an indie boy
For a primitive man
For bobos
divertissement
30
Analog photographyWith writing tales, taking pictures it’s
my favorite hobby. Here some shoot, made
it in analogue.
divertissement