UC Berkeley Haas School of Business. Full time MBA Candidate 2009 s_rodriguez@mba.berkeley.edu April 2009 Santiago Rodriguez de Miguel Business & Design Portfolio

Contents My Design Thinking Experience seniorWeb IBD project – Vietnam National University Study on Social Networks Darden Innovation Challenge 2007 nosuni.com Selco Cosmetics L’Oreal Blogging

My Design Thinking Experience

seniorWeb

IBD project – Vietnam National University

Study on Social Networks

Darden Innovation Challenge 2007

nosuni.com

Selco Cosmetics

L’Oreal

Blogging

My Design Thinking Experience Frameworks Observations Solutions Imperatives Abstract Concrete Analysis Synthesis

seniorWeb Group project for New Product Development class Fall 2008 Professors Sara Beckman, Nathan Shedroff and Alice Agogino UC Berkeley, Haas School of Business Challenge Enhance the way senior citizens communicate and gather information Process Assessment of user needs through observation and interviews Mapping of alternative solutions / competitive landscape Iterative concept development Prototype development Solution Developed a new desktop interface for senior citizens to communicate, share files and pictures and do collaborative web browsing with friends and relatives Learnings New Product Development process Design Thinking Cross-functional teams Tools for team effectiveness

Group project for New Product Development class Fall 2008 Professors Sara Beckman, Nathan Shedroff and Alice Agogino UC Berkeley, Haas School of Business

Challenge

Enhance the way senior citizens communicate and gather information

Process

Assessment of user needs through observation and interviews

Mapping of alternative solutions / competitive landscape

Iterative concept development

Prototype development

Solution

Developed a new desktop interface for senior citizens to communicate, share files and pictures and do collaborative web browsing with friends and relatives

Learnings

New Product Development process

Design Thinking

Cross-functional teams

Tools for team effectiveness

User need’s assessment Concepts Affinity diagram Project collaboration site and design journal Final prototype Personas

Business Plan, Vietnam National University International Business Development - Consulting project Summer 2008 College of Economics (COE), Vietnam National University. Hanoi UC Berkeley, Haas School of Business Challenge Develop a business plan for the launch of an advanced undergraduate business degree at Vietnam National University's College of Economics. Process Students’ surveys and in-depth interviews with stakeholders and industry experts Global education trends research and competitive analysis assessment Development of frameworks to drive strategic recommendations Prioritization of recommendations and implementation action plan Solution Developed a comprehensive business plan and implementation roadmap that would allow COE to become a top 20 business school in Asia 10-20 year time frame Learnings Education industry, Business school strategy and management Client management High-performance team dynamics Cultural immersion

International Business Development - Consulting project Summer 2008

College of Economics (COE), Vietnam National University. Hanoi

UC Berkeley, Haas School of Business

Challenge

Develop a business plan for the launch of an advanced undergraduate business degree at Vietnam National University's College of Economics.

Process

Students’ surveys and in-depth interviews with stakeholders and industry experts

Global education trends research and competitive analysis assessment

Development of frameworks to drive strategic recommendations

Prioritization of recommendations and implementation action plan

Solution

Developed a comprehensive business plan and implementation roadmap that would allow COE to become a top 20 business school in Asia 10-20 year time frame

Learnings

Education industry, Business school strategy and management

Client management

High-performance team dynamics

Cultural immersion

Framework for recommendations Positioning map Vision statement

Study on Social Networks Group Independent Study Spring 2008 Supervised by Professor Rashi Glazer UC Berkeley, Haas School of Business Challenge Identify and validate the core value proposition of online social networking as perceived by the consumers. Form recommendations on possible future developments Process Ecosystem and competitive landscape analysis Value proposition research, including user focus groups, surveys and interviews with industry experts Mapping of actual and potential monetization schemes Solution Paper that describes explicit and implicit behaviors of online social network users, proposes specific product and pricing recommendations and suggests next steps in research Learnings Communication behaviors on the social network platform Social applications and their impact in the value of a social network Transferability of "Social Capital" from offline to online

Group Independent Study Spring 2008 Supervised by Professor Rashi Glazer UC Berkeley, Haas School of Business

Challenge

Identify and validate the core value proposition of online social networking as perceived by the consumers. Form recommendations on possible future developments

Process

Ecosystem and competitive landscape analysis

Value proposition research, including user focus groups, surveys and interviews with industry experts

Mapping of actual and potential monetization schemes

Solution

Paper that describes explicit and implicit behaviors of online social network users, proposes specific product and pricing recommendations and suggests next steps in research

Learnings

Communication behaviors on the social network platform

Social applications and their impact in the value of a social network

Transferability of "Social Capital" from offline to online

Monetization schemes for Social Networks Social networks’ ecosystem

Darden Innovation Challenge 2007 International Case Competition University of Virginia, Darden School of Business Challenges Creating a new experiential service for Harley-Davidson Process Brainstorming session / ideation Customer engagement model Concept development Solution On and off-line campaign aimed at capturing user-generated stories. TV show and companion website designed to galvanize core users and incorporate dreamers and pre-dreamers into an extended brand community Learnings Idea generation Teamwork under time pressure Presentation skills My team achieved the fourth position amongst more than 300 contestants!

Challenges

Creating a new experiential service for Harley-Davidson

Process

Brainstorming session / ideation

Customer engagement model

Concept development

Solution

On and off-line campaign aimed at capturing user-generated stories. TV show and companion website designed to galvanize core users and incorporate dreamers and pre-dreamers into an extended brand community

Learnings

Idea generation

Teamwork under time pressure

Presentation skills

My team achieved the fourth position amongst more than 300 contestants!

Customer engagement model Press mock ad

Challenge Help students in Spanish-speaking countries make the most of their college experience through social networking Process Customer needs assessment, segmentation analysis and optimal market positioning Initial product concept. Translation into product specifications Designed marketing collateral Solution Launched online university oriented social network for Spanish-speaking countries Designed and oversaw the website launch campaign in Spain Learnings Tech entrepreneurship Principles of web design nosuni.com Online Social Networking website Co- founder and CEO

Challenge

Help students in Spanish-speaking countries make the most of their college experience through social networking

Process

Customer needs assessment, segmentation analysis and optimal market positioning

Initial product concept. Translation into product specifications

Designed marketing collateral

Solution

Launched online university oriented social network for Spanish-speaking countries

Designed and oversaw the website launch campaign in Spain

Learnings

Tech entrepreneurship

Principles of web design

Profile and picture pages Banner Product specs

Retailing of men’s cosmetics Co-founder and CEO Selco Cosmetics Challenge Launch of a new retail concept for men's cosmetics Process Extensive research on men's cosmetics industry Coordinated prototype development Designed corporate logo, frontal advertising surface and product displays Solution Innovative business model combining POS advertising, sampling & cosmetics distribution through vending machines Learnings Entrepreneurship Prototyping Business model and design interconnections

Retailing of men’s cosmetics

Co-founder and CEO

Challenge

Launch of a new retail concept for men's cosmetics

Process

Extensive research on men's cosmetics industry

Coordinated prototype development

Designed corporate logo, frontal advertising surface and product displays

Solution

Innovative business model combining POS advertising, sampling & cosmetics distribution through vending machines

Learnings

Entrepreneurship

Prototyping

Business model and design interconnections

Point of sale prototype “ Frankie”

L’Oreal Challenge Supervision of merchandising budget (Euro1M+) Process Coordinated merchandising for the make-up products category Development of point of sale non-permanent materials, from concept selection to point-of-sale implementation Management of permanent materials, from specifications and to point-of-sale implementation and updating and renovation decisions Other Carried out extensive quantitative and qualitative market research: Nielsen sales data analysis, focus groups, Concept and Use tests, etc. Learnings Project management Cross-functional teams Customer research Product Manager and merchandising supervisor Lancome. L’Oreal Luxury Products Division. Madrid ˆ ´

Challenge

Supervision of merchandising budget (Euro1M+)

Process

Coordinated merchandising for the make-up products category

Development of point of sale non-permanent materials, from concept selection to point-of-sale implementation

Management of permanent materials, from specifications and to point-of-sale implementation and updating and renovation decisions

Other

Carried out extensive quantitative and qualitative market research: Nielsen sales data analysis, focus groups, Concept and Use tests, etc.

Learnings

Project management

Cross-functional teams

Customer research

Blogging seemingly unconnected seemingly unconnected, a spin-off from my personal blog, reflects my personal views on marketing, design and inspiration http://seeminglyunconnected.blogspot.com/