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Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
Business innovation: gruppo mamme attive
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Business innovation: gruppo mamme attive

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Ideazione di un servizio innovativo rivolto alle mamme. …

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 Dell’Era / Alessandro Sala /// Politecnico di Milano /// /// 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 ///
  • 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 D’Amico, Antonella 780021 Gasparini, Luna 782732 Lindfors, Angelika 779820 Montfort, Jean 780012 Stein, Emmy R. 766654

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