/// Final project presensation /// Group 7 /// /// Angelika Lindfors 779820 /// Jon Anacabe 780076 /// Luna Gasparini 782732 /// /// Jean Montfort 780012 /// Antonella D’Amico 780021 /// Emmy R. Stein 766654 /// /// Business Innovation /// Claudio Dell’Era / Alessandro Sala /// Politecnico di Milano /// Gruppo MAMMA Attive
Ideazione di un servizio innovativo rivolto alle mamme. Committenza fittizia: Plasmon. Rilevanza del metodo progettuale basato sulle seguenti fasi: polarità, scenario, metafore, ricerche, personas, storyboard, pre e post experience, architettura del prodotto, pro e contro. Corso di Business Innovation Professore Claudio Dell'Era AA 2011/2012
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1. Gruppo MAMMA Attive /// Business Innovation /// Claudio
DellEra / Alessandro Sala /// Politecnico di Milano /// /// Final
project presensation /// Group 7 /// /// Angelika Lindfors 779820
/// Jon Anacabe 780076 /// Luna Gasparini 782732 /// /// Jean
Montfort 780012 /// Antonella DAmico 780021 /// Emmy R. Stein
766654 ///
2. Summary 1 /// Introduction Introduction 2 /// Scenario
building Competitors Enlightening Workshop and Polarities Old
Scenarios New Improved Scenarios 3 /// Concept development
Metaphors Researches Personnas Story Board Product Features and
Architecture 4 /// Conclusion Pros and Cons Feasibility and
Conclusion
3. Competitors Directs Business competitors Family Friends
InDirects Unprocessed foods Doctors and health professionals
4. Enlightening Workshop and Polarities Polarities
5. Old scenarios
6. New improved scenarios
7. Metaphors To get a feeling of the scenario metaphors such as
a movie, an object and a brand is connected to the service. Object
Movie Brand Nokia phone Plan B (EUA, 2009)
CafeMom(http://www.cafemom.com/) - connect people - a woman decides
to have a child - moms come together to get - same situation - her
doctor tells her about a group for single - advice and support
mothers, trying to help her in her new life - share and receive
support - this group make activities - share experiences - they are
like a family
8. Researches The Italian target conducted through three
different channels Internet - Internet gave us informations on
media usage, company, competitors - On: Plasmon main site Facebook
page blogs forums Interviewes Istat ( the National Institute for
Statistics) - Interviewes gave us info on moms and stakeholders
habits - Istat is the main supplier of official statistical
information in Italy - Ten respondents in the age between 20 to 50
years old - Two main research context : Context, family and daily
life Work, family and free time
9. personas Adriana Carolina Roberta - 23 years old - 31 years
old - 36 years - married and a housewife - has a daughter - two
children - she was an business woman - lives with the father of her
only child - find the servise with the second child - she is on
maternity leave - she would like to join the group with her friends
- she is a bit reluctant to share her experiences with strangers -
she has questions and doubts - she would like to share experiences
and information with people in the same situation as she is - job
with a lot of free time - the opportunity to share information,
spend time with other people, make new friends - not use
Internet
10. Story Board 1/ Adriana - Pre-experience
11. Story Board 2/ Carolina - Pre-experience
12. Story Board 3/ Roberta - Pre-experience
13. Story Board 4/ Adriana - Pre-experience
14. Story Board 5/ Carolina- Pre-experience
15. Story Board 6/ Roberta - Pre-experience
16. Story Board 7/ Experience
17. Story Board 8/ Experience
18. Story Board 9/ Experience
19. Story Board 10/ Post-experience
20. Product Features and Architecture how to communicate
service to mothers explain all the possibilities the mothers have
when they have joined the group First step: how to communicate
service to mothers Network pages - communication via Internet and
network pages flyers Temporary events - postcards or flyers -
temporary events are - found at health care offices - in public
places
21. Product Features and Architecture how to communicate
service to mothers explain all the possibilities the mothers have
when they have joined the group Second step: When the mothers have
joined the group Newsletter - receive a newsletter every month -
information on new products Plasmon website 1 - special part for
members Plasmon website 2 - next step of the application
22. Pros and Cons - New approaches Our concept is to the user
directly and in a such emotional way - Two main bonds Direct
effects INDirect effects ( for Heinz ) - new emotional support -
tie customers to Heinz company - develop life long lasting friends
- Heinz receive a important feedback from their customers - Pros
and Cons Our concept competitors - Provide a experience create
loyalty feeling of trust fort the Heinz product - Provide products
- In the situation right now - In the situation many years ago -
Emotional contact - Specific knowledges
23. Conclusion Gruppo MAMMA Attive A radical innovation
for
24. Conclusion Anacabe, Jon 780012 DAmico, Antonella 780021
Gasparini, Luna 782732 Lindfors, Angelika 779820 Montfort, Jean
780012 Stein, Emmy R. 766654