Riccardo Prandi

Business Designer

Portfolio

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Mondadori, one of the major brands of publishing in Italy, was the partner of this workshop with its Interior, Architecture and Design magazine called INTERNI. �e aim was to practice di�erent research methodologies as embedded within the process of design in order to be trained on how to manage a design research project. �e workshop was divided in three main sections according to the research methodologies considered that are the following: Ethnographic Research, Scenario Research and Trend Research.

Mondadori Interni Magazine

Design Research Methodologies

59%41%WomenMen

Design

Other

Business

EngineeringArchitecture

25%

3%

21%51%

Demographics

Participants80

19-24 25-34 35-44 45-55 56 +

49% 38% 9% 4% 1%

Ages

�e �rst section, titled Human Experiences Stream was aimed at investigating people’s habits and wants by practicing Ethnographic Research, investigating people by collecting and describing data in their daily life framework in order to �gure out how they approached to Fuorisalone events, during the Milan design week. Our output were six di�erent archetypical personas that describe their behavior approaching the event in terms of recruitment of the information, using of the means of transportation and visiting selection criteria.

�e second section was on Market Research , to learn how to analyze the market as before and now and to be able to predict the future path for the speci�c subject: home and living trends. Building visual taxonomies, we developed a diagrammatic visualization to describe the project’s information complexity

In last section the Product Reality Stream, the main purpose was to do some trend research about Garden and Outdoor furniture during Milan’s Design Week 2013. In order to �nd out about the innovations, trends and news about the garden we visited exhibitions, events and showrooms. Our �nal outcome was to write an article for �e Salone Mag describing our �nding about the future of the outdoor furniture.

Indoor HabitsBy Yasemin Bayır

A way out for

Outdoor & Garden

Salone Del Mobile, also known

as Milan Design Week, is internation-ally famed for its wide range of ven-dors and the designers from around the world. It’s not only the fair area but also the Fuorisalone which comprises of all the areas outside the fair com -bined with di�erent exhibitions and events during the Design Week.

During Milan Design Week 2013 edi -tion, I have observed the trends and behavioral changes of the people in outdoors.

It has been clear for the past few years that the indoor furniture has been af-fecting the outdoors by its looks and comfort. However; the interesting part of this year’s Design Week was to see that actually it started to in�uence the Outdoor designs not only by the looks but also as the daily gathering habits in society.

As the Milan Design Week went by I came across some interesting and in -novative design approaches compared with the past decades, a revolution that spreads the culture of living habits at home towards to outdoors. These de -signs are combining the idea of outdoor with a new homey-united per-spective. The outdoors is now considered as an extension of indoors and embraced by the home -owners as a new cultural expression of daily life.

First of all, they are creat-ing the mood of indoors by providing the ability to continue the regular needs like cooking, re-laxing, reading a news-paper or listening to

music. This way all the individuals are able to gather in the same area as if it was indoors.

LGtek Outdoor Kitchen, Window, de-signed by Michele Villa; is an

Window by LGtek Outdoor

in-duh-streefash-uhn

ENGAGE THE CUSTOMER

TOTAL LOOK

NewPartnerships

ValueProposition

The SlowLife Model

Make partnerships with brands that o�er

products and services which complete the

look .

Introduce di�erent profiles that are

customer oriented.Provide a life model.Create a

experienceChange the package.

1 2 3 4 THE

�is �rst workshop was focused on the aspects of product management, Made in Italy and value chain innovation in fashion industry, to experience how companies create market opportunities through product focused strategies; �e �nal outcome is a clear and simple business strategy analyzing the �elds of production, communication and service, to create engaging customer experiences that best represent the brand of “Slowear” through the implementation of the value chain as an analytical tool, in its processes, actors and networked relationships.

Slowear

Made in Italy And value chain Innovation

Shops

Online

ValueProposition

Distribution Channels

Introduce di�erent profiles that are

customer oriented.Provide a life model.

shopping experience

Change the package.

Make a link betwen the shops , the website and

the journal .Add the online sales.

Sell through partnerships.Launch a catalogue of

services

THE SLOW LIFE MODEL

�e aim of our team was to innovate the value chain of Slowear by focusing on three main aspects of the company: partnerships, distribution channels and shopping experience, by o�ering an all-round experience, in line with the Slowear philosophy. In order to do that, we suggested four hypothetical customers pro�les, in which people can identify with, each with a speci�c set of values. Creating partnerships with other companies we integrated the total look of each pro�le with a speci�c package which included from one side a set of services and activities , and new products curated by Slowear on the other. �e implementation of our strategy involved then the creation of new distribution channels that will make the shopping experience more appealing and involving for the customers, both in the stores and online.

�e Slowlife model

fahst foodFAST FOOD

�e Royal Rose Company, one of the biggest producers of fresh salads in the US, is searching for new tools to innovate in order to face the transformations of today’s business. �e outcome of this workshop was a clear business model made of the integration and a cohesive mix of all design modes (product, value chain, communication, environmental, interaction and service design).

Royal Rose

Innovation Through Design

59%41%WomenMen

Design

Other

Business

EngineeringArchitecture

25%

3%

21%51%

Demographics

Participants80

19-24 25-34 35-44 45-55 56 +

49% 38% 9% 4% 1%

Ages

Our aim was to create a new B2C business opportunity for Royal Rose designed to reach American college students and o�ering them a healthy and innovative food experience . PLAY RED GO HEALTHY! represents a new, healthy, a�ordable and fast meal experience in campus, ( where students usually have bad eating habits) made up by radicchio smoothies and wraps and others radicchio product- based meals . To enhance the experience we developed a smartphone application through which students can log their campus activities and keep track of their performance regarding to 3 main aspects of college life: study hours, sports activity and social - party life. �e app will then suggest them which of the food truck meals will work better for them, based on radicchio’s products , according to their healthy scores. Secondly it allows student to �nd through a GPS local system, the nearer food truck in the university. Once they have choosen, they can get a colour bag for free to participate to the colour run marathon sponsorized by PLAY RED , GO HEALTHY!

Play Red , Go healthy !

�e proposals will help Royal Rose to switch from a product driven company into a brand delivering experiences, in di�erent context of use including conviviality outdoor and convenience on the move (ready to eat and take a way)

spohrt and laifstailSPORT AND LIFESTYLE O

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RESEARCH AND ANALYSIS

My ideal Business

Entrepreneurship Through Design

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WARMRESEARCH AND ANALYSIS - CONCEPT - USER EXPERIENCE - FEASIBILITY

Entrepreneurship Through DesignRiccardo Prandi

«How to re-think the workout experience and make it more enjoyable fun and interactive?» Insta�t is a system that brings an holistic approach to healthy lifestyles, based on three main elements : a wristband, a smartphone application and a vending machine.

RESEARCH AND ANALYSIS - CONCEPT - USER EXPERIENCE - FEASIBILITYRESEARCH AND ANALYSIS - CONCEPT - USER EXPERIENCE - FEASIBILITY

Insta�t wristband is one of the �rst tracker that can discriminate between exercises, recognizes the type of exercise done and accurately records how your body is responding, analyzing details such as the heart rate and sweating: it combines the registration of movements (acceleration) made with the arm and ankle, examines them using a sophisticated algorithm and is able to understand, in total autonomy, the type of exercise that we are performing. A wristband records data coming from the upper part of the body, and a clip to be applied to the shoe, to detect the data of the lower part. During the day, it tracks steps, distance, and calories burnt, so that you can constantly monitorate how much fuel you have earned and how much you have spent. ( motivation factor) . At night, it tracks your sleep quality and wakes you silently, with a vibration in the morning.

All data are sent to the INSTAFIT application , via Wi-Fi or Bluetooth which keeps track of the exercises done, the progress, examines them in graphical form and also gives advice for subsequent training sessions, as well as allowing the sharing of results and the purchase of equipment and related products to the �tness world.

It allows you to choose the type of activity and workout you want to do, and set your speci�c daily goal . You can use it also to pic a challenge around the city and challenge one of your friends in order to create a ranking of all the members of the Insta�t community. �ere are di�erent levels of expertise, related to the kind of activity you want to practice ( cross�t excercises, running, swimming ).

Along the city, you will �nd the vending machine that through your smartphone or device reads your data and provides you customized packages of food and drinks that replenish your energy expenditure. �e vending machine works via twitter: you tweet the name “Insta�t” on twitter to have access to the vending supplies. If you have scored total points win or you won the challenge, the vending machine provides you free.

fash-uhn spawrts-wairFASHION SPORTSWEAR

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Final MasterProject \ Branding through design

Resurrecting The croc : Lacoste EB4 Elegantly Brave

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Brand diluition

MonoproductSyndrome

Became“generic”

�e outcome sought in this project is to build a brand extension strategy that can lead to a project of brand rejuvenation for Lacoste which can enhance the brand equity at the same time. �e proposed concept solution, Lacoste EB4 elegantly brave, is a new brand extension project for Lacoste : an hi tech active-wear line extension aimed to revive the tradition of innovation and performance dimension appearing in the genes of the brand, which project Lacoste in the future by identifying new products categories, new materials, new designs and user experiences .

EA RLX Y

Emporio Armani + Reebok Designed by Ralph LaurenQuality, Design, Technology.

Adidas + Yohji Yamamoto

A line of cutting edge athletic.fashion with an

unmistakable respect for both functionalityand style.

Adidas sport style now makes up more than of Adidas

brand sales globally

Possibility of wearing sports clothes that were stylish and

comfortable.

Elegantly brave recalls as a concept the essence of Lacoste, which from its inception as a brand has always represented through his unique style, the aristocratic ideal of living life courageously and elegantly at the same time. EB4 merges leading edge performance technology with sophisticated minimalist point of view , de�ning a new era of “hi-tech luxury sportswear”.

Tenacity, bravery, perseverance, and tactics are considered to be super powers for athletes, skills that can be developed . EB4 is the molecule of the future performance . �e tennis court become a metaphorical space for a performance spirit : the lines represent metaphorically performance values embodied by Renè and the four musketeers : every line metaphorically represents a sport, according to the virtue associated to each speci�c line. Style

Health wear

Smart TextileEmbedded wearable technology

Eco-sustainability

• Choose the skill:

• Analysis of your data

• Data CollectionSYNCRONIZE your wearable EB4 device to the app, to visualize the parameters of your performance (biometric values)

Develop your Tenacity with running

DATA COLLECTION1.

• Hi Tech your tenacity

• Style your tenacity

Depending on your level of expertise and data , you are suggested with a series of smart textile and embedded tech that can normalize or fix a wrong parameter

Color palette and fabric type.Led and termochromic liquid crystal clothings changes colors according to your biometric values and activity intensity.

CUSTOMIZE YOUR PERFORMANCE

2.

Every line EB4, ( sea, city , mountain )revolves around speci�c sports and is based on four main pillars:

1) Style2) Embedded wearable technology and smart textiles3) Eco-sustainability4) Health wear: (microencapsulation and fragrances)

Each of EB4 pillars, represent one of the options (step) in the "performance customization process" in the application, through which customers can personalize their clothing or doing performance according to their speci�c biometric values . �ey can even customize their travel training package trip to seaside resorts , ski resorts and cities resort, in partnership with EB4, to practice the sport chosen.

EB

1. 4.

2. 3.

Hi-Tech Area testMembers can test the latest EB4 wearable tech before customizing them through the application

Community Area• EB Membership card• Data interpretation by

connecting the application to an interactive giant screen

• Advices and suggestions from experts