Gruppo MAMMA Attive

/// Business Innovation /// Claudio Dell’Era / Alessandro Sala /// Politecnico di Milano ///
/// Fina...
Summary

1 /// Introduction
Introduction

2 /// Scenario building
Competitors
Enlightening Workshop and Polarities
Old Sce...
Competitors

Directs

Business competitors

Family

Friends

InDirects
Unprocessed
foods
Doctors and
health professionals
Enlightening Workshop and Polarities

Polarities
Old scenarios
New improved scenarios
Metaphors
To get a feeling of the scenario metaphors such as a movie, an object and a brand is connected to the service.

...
Researches
The Italian target conducted through three different channels

Internet

- Internet gave us
informations on med...
personas
Adriana

Carolina

Roberta

- 23 years old

- 31 years old

- 36 years

- married and a housewife

- has a daught...
Story Board
1/ Adriana - Pre-experience
Story Board
2/ Carolina - Pre-experience
Story Board
3/ Roberta - Pre-experience
Story Board
4/ Adriana - Pre-experience
Story Board
5/ Carolina- Pre-experience
Story Board
6/ Roberta - Pre-experience
Story Board
7/ Experience
Story Board
8/ Experience
Story Board
9/ Experience
Story Board
10/ Post-experience
Product Features and Architecture
how to communicate service to mothers

explain all the possibilities the mothers have wh...
Product Features and Architecture
how to communicate service to mothers

explain all the possibilities the mothers have wh...
Pros and Cons
- New approaches
Our concept is to the user directly and in a such emotional way

- Two main bonds
Direct ef...
Conclusion

Gruppo MAMMA Attive

A radical innovation for
Conclusion

Anacabe,
Jon
780012

D’Amico,
Antonella
780021

Gasparini,
Luna
782732

Lindfors,
Angelika
779820

Montfort,
J...
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Business innovation: gruppo mamme attive

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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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Business innovation: gruppo mamme attive

  1. 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. 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. 3. Competitors Directs Business competitors Family Friends InDirects Unprocessed foods Doctors and health professionals
  4. 4. Enlightening Workshop and Polarities Polarities
  5. 5. Old scenarios
  6. 6. New improved scenarios
  7. 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. 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. 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. 10. Story Board 1/ Adriana - Pre-experience
  11. 11. Story Board 2/ Carolina - Pre-experience
  12. 12. Story Board 3/ Roberta - Pre-experience
  13. 13. Story Board 4/ Adriana - Pre-experience
  14. 14. Story Board 5/ Carolina- Pre-experience
  15. 15. Story Board 6/ Roberta - Pre-experience
  16. 16. Story Board 7/ Experience
  17. 17. Story Board 8/ Experience
  18. 18. Story Board 9/ Experience
  19. 19. Story Board 10/ Post-experience
  20. 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. 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. 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. 23. Conclusion Gruppo MAMMA Attive A radical innovation for
  24. 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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