Agathe gris portfolio ia ux design management_

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  • 1. Usages aremore thanjustmarketingopportunitiesobservations inspiring
  • 2. Do you need Or do you needa specialist? a global flexibleA UX specialist is a generalist and customized approach? Leading, inspiring and managing team Agathe Gris portfolio
  • 3. Portfolio summaryIA/UX USES CASES & RESEARCH1 DESIGN MANAGEMENT 4 UX MOBILE 7 MARKET/USAGES 15:47 !+ 5 IA SPECIFIC PROJECT 8 FASHION BRAND STRATEGY 2 IA WEB EXPERTISE PROJET ARBORESCENCE ECRAN PAGE WANADOO VILLE (RTC) ACCES => INTERPENETRABILITE => POSITIONNEMENT SOLUTION 4 WANADOO PORTAIL SOLUTION 4 INTEGRATION A LA PCO HP / RTC "WANADOO &MOI" Wanadoo & moi Communiquer Utile & pratique Infos & Loisirs Acheter Chercher Chercher + 1 ENCADRE EN HP + LIENS CONTEXTUELS Lien contextuel ENCADRE + CONNECTION DES BASES + SERVICES SIMILAIRES CHARTES W2 PCO PCO PCO PCO PCO PCO Choix LEGENDE de MAVILLE Wanadoo PORTAIL Wanadoo VILLE Page PCO Carrefour Onglet Page PC carrefour non prÈsente au niveau des onglets HP / RTC Home Page AbonnÈs PC Wanadoo VILLE Partage ou remontÈ voir enrichissement dune mÍme base de donnÈes Services Services MAVILLE (RÈsident) Ville Infos Infos Rubrique HP HP & service variante ThÈmatiques ThÈmatiques ou sous-rubrique ville PORTAIL DE VILLE PORTAIL DE VILLE VALIDATION MOE WANADOO VILLE MOA PAGE 53 UX INNOVATION 6 EARLY UX/ID 9 DIGITAL RETAIL
  • 4. introDesign Management Global Approach My Research & Intelligence Circles Continuous documentation Collect examples UX management: key values UX approach: Notions Reinterpreted UX/IA expertises: Main tools & processes
  • 5.   My Research & Intelligence Circles   
  • 6. Continuous documentationCollect examples
  • 7. UX Management Organisation Creation EmpowermentKey values   Cross-canal experience is supported by   Enhancing the value of the creative team through transversal involvement in company supply chain organization which is why UX projects. thinking often reveals companies’ issues.   Assigning the team appropriate processes.Strategy Feedback Continuous Experience   Providing inspiration.  At every level the application of the strategy   Re-enchanting the point of sale. 50% of   Coming up with a way for stakeholders toproduces feedback requiring passionate people people entering a shop become buyers as unify their work under a coherent vision.in transversal roles to communicate it to the opposed to 2% of those visiting a website.C-level.   Combining the merchandising and UX Skills and RolesWin-win e-merchandising strategies: integrating point   Redefining the UX role in new projects to  Building a win-win relationship between of sale medias and new mobile payment provide contextual solutions through abusinesses and consumers is essential in global systems. contextual approach.design management.   Having a real passion for the customer. Holistic   Being genuinely curious about all sorts ofReformulation   The UX designer needs to take into account topics.  A demand is something to reformulate. front line staff training, back-end systems and   Transmitting creativity as a way of thinking. processes, and financial impact.Physical Presence   Leading not just following.  Even if ultra-connected on a virtual level, Dialogueteamwork requires a physical space for Emotion   Beyond marketing-UX dichotomies, theconversation.   Style aids functionality and adds an value that marketing brings to the UX intangible element of joy, provocation andArticulation conversation must be acknowledged by serenity. including people from marketing departments  Articulation is as important as content: in our client stakeholder interviews.   Building the emotional bridge betweenconsumers ask for a continuous buying functionality and human experience.experience better described as “cross-canal”than “multi-canal” thinking.   Humour and emotion render services moreBest (Retail Brands 2011) enjoyable, memorable, and likely to be used again.
  • 8. UX ApproachNotions Reinterpreted Notions Reinterpreted Unified Consistent Following Leading Useful Enjoyable, emotional, answering Usability Fundability Multi-canal Cross-canal Cross-canal Cross-context Models and truths Basic principals Simple Appropriated, convenient Focus on screen experience Whole approach: context, retro-action loop Customer-centric perspective Intermediation-centric effort Cross-canal Transition circumstances Business Intelligence Genuine curiosity in motion Customer-centric Partnership
  • 9. UX/IA expertise Building a common mental model with stakeholderscultureMain tools & processes   personas   trends and   content analysis consumers’ insights  Benchmark and competitive analysis  Trend tracking  Content inventory and analysis  Proposition analysis  Innovation & ideation   proposition analysis   user journey, flow  Usability audit and studies   mental models diagram  Focus group and user tests  Customer’s insights and needs mapping  Mental model  Personas  User journey, Flow diagram   arborescence   planning  Site map   interaction model  Cards sorting  Web site structure, arborescence  Taxonomy  Global local navigation logic  Interaction models   sketches  Scenarios   zoning   wireframe  Sketches  Storyboards  Wireframes  Design prototypes  Training & coaching
  • 10. 1Global Design Management in changing contextNew orange.fr Context: 3 years and 3 steps to rebuild wanadoo.fr + Orange.fr in one single convergent portal Lead Information Architect for global convergence issues User Experience Consulting Point for adaptation of services to the new convergence logic Interface role of local-group collaboration to build ergo design styleguide Rebranding support for Interactive Designers and Art Directors to build differentiating UX
  • 11. 1 General context – New orange.fr Context: 3 years and 3 steps Orange portal audience strategy   The audience of the portal is contributing to develop to rebuild wanadoo.fr + Orange.fr Orange core activities in one single convergent portal in draining client to the online Orange offer shop and in creating loyalty through the multimedia content and communications services. supporting France Telecom’s convergent offers strategy 13,4 M uniq visitors RESULTS 22% of reach Top revenu audience
  • 12. 1 Global UX Design Management - new orange.fr Information Architecture missions   Analyze and reorganize all the contents and customer journeys Lead Information Architect regarding the business value and the new convergent identities platfo rm for global convergence issues   Observe, define and manage the web site structure, global and local navigation, taxonomy, page layouts and wireframes.   Integrating whole strategy stakes, local marketing objective; juridical limitation; technical and planning constraints.   Maintain and promote the user centric approach.   Guide the user is the new portal for simple intuitive user journeys answering to their need. by access provider by client access contract by usages and contexts Internet mobile Internet or mobile Convergent services Successful adoption reported by Simplicity+, user test progam
  • 13. 1 Global UX Design Management - New orange.fr Transversal management under tight deadlines User Experience Consulting   Assess quickly the issue level   Convince stakeholders by the appropriate issues visualization Point for adaptation   Give a first look on solution while finding resource to solve them of services to the new logic   Speak to the diversity of levels and types of culture of the convergent portal   Integrate every type of constraints: technical, juridical, planning…   Execute on simultaneous projects   Create and maintain consistency Divertissement Cinema, 2424 TV, Music Dating, Travel, News etc. News, Sport, For Her, Weather, Finance, Practical Horoscope, Maps, TV Guide, Mail, etc. Forum, Repertory, Carrier, etc.   Distant management   Design   Transversal a printing and a pen to advancement actions monthly not forget details that listing of Orange’s report by topics had to be modified. components from and importance every BU. UX evangelization of multi-skills from different Business Units
  • 14. 1 Global Design Management - New orange.fr Interface role of local-group Differentiation FT Goups strategy collaboration to build   Orange brand is a major strategic element of differentiation.   “Internet through Orange” slogan for new user experience ergo design styleguide Design & Usabilitys mission   Integrate French workshop contributions in the guidlines   Apply them to every European Oranges portals Management of changes acceptance   Involvement of French portal’s design team leaders in workshop Interface between French portal and D&U Group   France coordination and intermediation France to D&U in London   Driven contribution of Frech UX, AI and Art Directors   Transmit specificities of a media portal mixing business models.   Support discussion and argumentation point by point Rich negotiations between different design cultures
  • 15. 1 Global UX Design Management - New orange.fr Mission Rebranding support for   Maintains a positive and collaborative work environment   Support new design rules adoption Interactive Designers and Art   Furnish advice and documentsnt for User Experience improvement Directors to build   Integrate designers contribution to online guidelines building differentiating Orange’s User   Accompanying changing of brand’s culture Experience. IA documents step 1   Illustrator main IA and UX tools surface rebranding   Power Point was the best way to share with stakeholders Step 2 Orange User Experience Share in progress document presenting new ergonomic issues to discuss before integration in the Orange online guidelines. Make model Make tool base for Successful collaborative documents for wireframing according to team Orange’s guidelines as templates and - Grids, page basis change management - Symbols pallet local navigation
  • 16. 2Global or large-scale IA/UX issues IA Observations analysis: build content architecture and navigation logics IA Hypothesis: unify content organisation, positioning and navigation logics Solve IA issues due to unified identity platform and build a convergent Home Page Guide the user in the new convergent user experience with new identity logic Reorganization of multimedia mobile offer promotion pages, key in convergent strategy Transform complexity of convergent services into intuitive User Experience Improvement of Orange shop’s customer’s purchasing journey for convergent offer Build a convergent Help & Support service as part of the services quality Orange’s ambitions
  • 17. 2 Global or large-scale IA/UX issues – New orange.fr Definening problematics IA Observations analysis:   Work in binomial internet and mobile team to solve: build content architecture and POSITIONING AND ROLES navigation logics between Wanadoo a media portal Orange mobile a client care mobile and Internet consistent of Internet access portal of mobile access provider provider with marketing positioning NAVIGATION LOGICS STARTING No transversal main navigation Main transversal but an header with short links navigation with 6 main and a return to home page to universes entries access portal universes. CONTENT ARCHITECTURES Contents regrouping under 5 Contents classified by mobile generic thematic and 2 others devices distinguishes mobile to distinguish access provider access offer and few top offer and communication tools content services Visions shared between 2 different companies cultures
  • 18. 2 Global or large-scale IA/UX issues – New orange.fr FT Group’s strategy IA Hypothesis:   ‘’Simplicity + ‘’ group program: simplify the client experience was unify content organisation, concerning every Orange services positioning and navigation Mission logics   Provide decision helping document for marketing and technical between mobile and Internet   Navigation + content organization STEP 1 BY CLIENT ACCESS CONTRACT Internet or mobile Divergences solved between plannings, strategies and users benefits
  • 19. Global or large-scale IA/UX issues – New orange.fr Context - Step 2Solve IA issues   The unique identity platform for mobile and Internet user was readydue to unified identity platform Missionand build a convergent   Build the new Orange user experienceHome Page   Increase the audience inside the services and thematic IA Mission   Identify and solve many customer journey issues out passing the main navigation bar or the login screen STEP 2 BY USAGES AND CONTEXTS Convergent services   Step 1 Internet and mobile Clients have to change tab and id to rich their services and data.   Step 2 Internet client and mobile Clients have to change id to rich their services and data.   Helping decision document for marketing: argumentation table about 3 hypothesis for the HomeConsitency maintained Page and main navigation logic.through complex fast changing context
  • 20. 2 Global or large-scale IA/UX issues – New orange.fr Mission Guide the user in the new   Guide client in the new « login experience » convergent user experience IA stakes with new identity logic   Identify impact of new identity management logic on convergent service   Solve complex uses case combination for a simple user experience. step 2 login screen Observation: customer journey Diagnostic: identification of concerned services Successful understanding of the new portal Solution: guiding every type "Simplicity +" of client UX research reported a good acceptation and understanding of new Orange portal
  • 21. 2 Global and large-scale IA/UX issues – New orange.fr Group strategy Reorganization of multimedia   Develop advertising revenue through multimedia mobile usages development mobile offer promotion pages, IA mission key in convergent strategy   Clarified the arborescence and customer journey to prepare the mobile and Internet fusion.   Furnish High end wireframe to go fast to solve issue UX processes   Sharing document with stakeholders +53 % actif clients on mobile Interne
  • 22. 2 Global and large-scale IA/UX issues – New orange.fr Convergence context Transform complexity   Finance was emblematic of the complexity for convergent services   Many login cases combined to many use cases: of convergent services into intuitive User Experience Mission   Manage combination of Orange clients types and multi canals versions. IA approach   Use case flow display have to be understandable by every stakeholders as product managers; technical team and deciders.   Make simple for a client that he was logging as mobile client and that’s why he cannot see his portfolio he build under Internet login. FINANCE User’s portfolio accessible from Internet or Mobile Use cases types Customer journey Use cases: details Internet identification flow diagram and hypothesis 3 types of client’s identities combined with 4 login cases and with portfolio usages: Internet access client, Mobile access client, Both Mobile and Internet Client, Unified login Mobile and Internet client, Non identified user (client or prospect) Successful adoption of the login merging option
  • 23. 2 Global and large-scale IA/UX issues – New orange.fr Mission Improvement of Orange shop’s   Clean and simplify purchasing customer’s journey customer’s purchasing journey IA approach for convergent offer   Audit the Orange mobile and Wanadoo Internet shop   Working in team with R&D to explore new possibilities to prepare complete renewing and convergence in the context of the new Orange portal Management approach   Change management tool: Observation of existing user journey was Convergent printed in wide poster and post in a corridor of the open space. Orange’s offer shop   Allow marketing and design teams to catch the complexity of the mess build years by years with layers of partial renewing. Users benefits clarified Existing user journey flow diagram poster Action succession analysis: Purchasing about convergent offers journey
  • 24. 2 Global and large-scale IA/UX issues – New orange.fr Group strategy Build a convergent   Contribute to decrease the hotline client claims by increasing the role of online help on orange.fr (As part of the major objective to reach high Help & Support service quality of services and for cutting cost) as part of the services quality Mission ambitions of France Telecom   Integrate interactive modules as call back or video training Orange   Increase simplicity   Help client understanding the new login logic IA process   Solve customer journey issues and content architecture due to the mobile and Internet portals merging and to the new convergent offer.   Find best navigation system combining content deepness; orange segmentation and convergence offers and main portal navigation logic. 6,6 M visitors/month Help & Support services have contributed to decrease the hotline client claims, that was a major objective. source: annual report
  • 25. 3IA/UXinnovation processes Demand reformulation: from “Web 2 Home Page” to “Personalized Orange Home Page” Team sharing thinking and integration of focus group’s feed back Working in team with technical leader and UX collaborators: build a technical first prototype Working in team with project management: functional specifications Exploration of new usages and roles of the Main portal’s navigation menu Exploration of interaction with advertising MPU to address client’s needs and to collect data New friendly and intuitive navigation principle for the Wanadoo Web brother New preference back screen logic: from techy centric to user centric Site search renewing: from a “web 2” demand to a result list given a better view on orange.fr
  • 26. 3 IA/UX innovation processes - Orange.fr France Telecom Orange Group strategy Demand reformulation:   Changes on orange.fr home page is presenting high risk from “Web 2 Home Page” Innovation principal to “Personalized Orange   A choice of pre-personalized home page: page organisation matching with content and target. Home Page”   A page organisation to modify as willing through free placement of blocks content by drag and drop. IA approach   Demand reformulation to match whole strategy and user benefits.   Benchmark competitors analysis   Context analysis mapping PERSONALIZED HOME PAGE   Demand re-formulation user guiding step process screen (graphical) Successful matching   First conceptual principles   Focus group results: Orange of pages base organisation clients adopted easily the between hypothesis and focus group suggestions in graphical possibility to compose their Orange rendering for focus group. HP by free block placement.
  • 27. 3 IA/UX innovation processes IA-UX approach Team sharing thinking and   Use mental models to figurate the type of user approach to personalised their Home Page integration of focus group’s   Use personas and mental models to build the concept of pre- organised base pages. feed back   A ready to use personalisation: a choice of Orange home pages each having a specific organisation for a specific set of contents.   Customisation of page organization by free content block placement is following intuitive user thinking and guide through magnetic resizing cherchez cest votre méthode! 520 12 Marie Christine De La Tremblay bases de page contenus look une âme de junior : jeu, vidéo et musique en 1ère place sur la 1 web images | plans | shopping | plus... rechercher 2 sur orange.fr : services, 3 comparateurs, thématiques ... largeur de lécran, la pub pour sur le Web : images vidéo,actu.., séparer les contacts de la zone et la photo de votre choix en fond news. Une fenêtre pour suivre sa de tous les moteurs conso loisirs en haut les événements, au 520 12 Marie Christine De La Tremblay bases de page contenus look Obsession rencontre dessous toutes les recherches 1 sms, site rencontre, news actu et web images | plans | shopping | plus... rechercher 2 3 loisirs, et une fenêtre sur mes people pour la conversation bon comptes Orange, et des conseils plans restau, trouver un ciné pour profiter à fond des services rapidement, échanger avec ses et options Orange amis... PERSONALIZED HOME PAGE Absolutly user centric personalisation concept
  • 28. 3 IA/UX innovation processes Information architecture and Interactive design documents Working in team with technical leader and UX collaborators: personnaliser ma page build a technical first prototype ‡ la Une ma page ma page to solve functional issues plan du site and to enrich the concept colonnages et containers grille > colonnages > template > hp pré!personnalisée > zones > containers > typologies > contenus > thématiques notes 3 tailles de containers colonnage A colonnage colonnage B ! 2 typologies de colonnage afin de répondre au besoin davoir des carractères de pages contrastés. taille 1 taille 1 taille 1 ! colonnage A : correspond à un multiple de 3 de la taille de la pub 96 96 et permet par exemple de créer de mini containers et daugmenter le nombre 150 150 dinformations affichables simultanément ! colonnage B : correspond à un multiple de 2 de la taille de la pub 204 204 et correspond à un standard de largeur de colonne se mariant bien 312 avec un menu. 312 312 ! chacun des 2 colonnages utilise un jeu de taille (largeur) de containers taille 2 taille 2 taille 2 containers 420 420 ! chaque jeu est réparti en 3 tailles ! certains containers sont communs aux 2 colonnages 474 474 ! chaque largeur de container dun colonnage à son équivalent dans lautre colonnage 528 528 _ le colonnage interne à un container ne dépend pas du colonnage mais est mis en forme dans les limites de lisibilité ex: pas de largeur 636 636 636 trop importante des lignes de texte . ! chaque container nest dessiné quune fois dans chaque taille taille 3 taille 3 taille 3 ! chaque largeur est compatible avec certaines typologie de contenu et de mise en forme. 744 744 !certaines typologies de contenu nont pas besoin dêtre dessiné différemment selon les tailles. 798 798 ! tout changement de largeur de container pour un même contenu doit décrire le comportement : resizing, ajout dinformation, mode 852 852 de consultation... 960 ! les taille 3 est utilisable dans une largeur sans médium pub 960 960 ! au maximum trois design différent, un pour chaque taille mais un design peut aussi être commun à 2 tailles. ! lajustement entre les différents containers dune même taille se fait par resizing complet ou partiel des éléments du containers. colonnages comparés : gamme de taille dans le contexte A gamme de taille dans le contexte B ! la hauteur de containers est encore à étudier: il y aura aussi proportion des containers (combinaisons non exhaustives) (combinaisons non exhaustives) certainement des paliers de taille qui reste à étudier. bases de page contenus look web images | plans | shopping | plus... rechercher Marie Christine De La Tremblay 520 12 colonnage A colonnage B 1 96 96 96 96 96 96 150 150 150 150 2 3 204 204 204 312 312 312 312 474 150 420 204 636 528 96 798 150 636 960 744 204 852 96 960 page 18 PERSONALIZED HOME PAGE In progress technical prototype Thruly personalisation
  • 29. 3 IA/UX innovation processes ) orange.fr UX document and specifiction documents collaboration Working in team with project management: functional specifications PERSONALIZED HOME PAGE user guiding step process screen (graphical) Adequat level of detail furnished for each team
  • 30. 3 IA/UX innovation processes - Orange.fr IA mission Exploration of new usages   Enhance portal adoption by user. and roles of the Main portal’s AI proposition navigation menu   Allow free placement on personalized page. menu new memo   Editorial updated by Orange A Z   Enriched by user recherche dans Orange.fr OK tendances menu new new memo   3 menu sides: Menu side, Memo side (bookmark social); News side (Push) orientez nos propositions mes favoris vos mots du moment OK news / magazine > mots des utilisateurs loisirs communautés actu menu new memo UX process pratique professionnels salle 529   Detail component behaviour of resizing menu in the limits of the column page structure template: la fin dun long silence boutiques Orange actu emploi & formation   High fidelity Interaction model description detailed for distant technical annuaires team building prototype. zone déchange taille et positionnement dans la page position, variation taille notes bases de page contenus look largeur 1 grille A largeur 1 grille B largeur 2 grille A et B web images | plans | shopping | rechercher plus... Marie Christine De La Tremblay 520 12 hauteur automatique hauteur défaut menu new A memo zone déchange 1 Z ! le menu est un des 3 onglets du module de mise en lien entre les recherche dans Orange.fr un nom, un n° votre page daccueil OK 2 tendances rugby 2007 proposition dOraneg et lappropriation par lutilisateur ( menu, 3 boutique rentrée 204 150 312 tubes de lété Sarkozy météo jouer rencontres Richard Gere mobiles news, memo) rentrée des classes rugby Jason Bourne tirages photo > vos mots pour orienter nos propositions contenus ! le menu est fixé en haut de page (les onglet restant saisissable à itinéraires mes favoris bases de page look news / magazine web images | plans | shopping | plus... Marie Christine De La Tremblay lextérieur. menu rechercher new memo loisirs 520 12 un élément A communautés Z pratique recherche dans le portail Orange.fr 1 OK e!commerce tendances menu new mon memo 2 !il reste à trouver une solution pour améliorer le cumul des onglet de rugby 2007 menu new mon memo menu new memo boutique rentrée Lady Di, une vie 3 - carte didentité A A page et des onglets du menu, ainsi que le rattachement difficil des A Z Z Z onglets de page à la page lorsque le menu est calé contre parfait pour Sarkozy météo jouer rencontres mobiles rentrée des classes rugby recherche dans le portail Orange.fr Richard Gere recherche dans Orange.fr Jason Bourne tirages photo recherche dans Orange.fr > vos mots pour orienter nos propositions OK bases de page contenus look mes favoris OK OK web images | plans | shopping | rechercher plus... Marie Christine De La Tremblay news / magazine actualités sports finances en ville ! il est possible de létirer ou de le réduire à sa taille minimale avec 520 12 tendances tendances menu new memo les segment fermés tendances tendances rugby 2007 1 Sarkozy météo météo horoscope pour elles psychologie & mes favoris ! il est possible de létirer en largeur jouer rencontres guetter tout boutique rentrée news / magazine Lady Di, une vie Richard Gere mobiles 2 rugby 2007 rentrée des classes rugby 2007 rugby 2007 - dernier passeport loisirs rugby Jason Bourne ! sa taille est limitée par défaut : en hauteur à la ligne d eflottaison. communautés tirages photo 3 pratique boutique rentrée boutique rentrée > vos mots pour orienter nos propositions boutique rentrée e!commerce recherche dans Orange.fr OK A Z ! sa taille est limitée en largeur à lespace maximum en lageur dans tubes de lété tubes de lété Lady Di, une vie un écran 1024 avce un médium c. Sarkozy ce que le météo jouer rencontres Sarkozy météo Richard Gere mobiles rugby jouer rencontres ! le menu peut être vue soit en version sgmentée, soit de A à Z, soit rentrée des classes Richard Gere mobiles en image (on pourra aussi pouser la souplesse jusquà permettre à acte de naissance Jason Bourne tirages photo rentrée des classes lutilisateur de composer lui m^me un ordre. rugby Jason Bourne portail bases de page contenus look > vos mots pour orienter nos images | plans | shopping | plus... Sarkozy web Marie Christine De La Tremblay propositions tirages photo météo jouer rencontres mobiles rechercher 520 12 menu new new memo ! le segment "tendance est ouvert par défaut + le dernier segment > vos mots pour orienter Richard Gere rentrée des classes rugby vos mots du moment orientent nos propositions 1 ouvert par lutilisateur OK mes favoris nos propositions > voir les mots des autres utilisateurs Jason Bourne tirages photo 2 actu ! ce que lon fait pour la vue de A à Z reste à préciser 3 news / magazine mes favoris > vos mots pour orienter nos propositions propose pour bases de page contenus look web images | plans | shopping | plus... Marie Christine De La Tremblay de moins de 3 m rechercher 520 12 loisirs news / magazine mes favoris menu new new memo ! le menu peut se caler dans une colonne ou sextraire de la page orientez nos propositions 1 vos mots du moment boutiques OK communautés loisirs news / magazine Orange > mots des utilisateurs pour rester au dessu de la page 2 actu 3 pratique communautés vos juniors actualités sports finances en ville votre page daccueil la fin dun long silence un élément parfait pour guetter tout ce que le portail boutiques Orange ! globalemnt il reste à décrire précisément le comportement du e!commerce pratique propose pour vos juniors menu nottamment lorsquil est en supperpositiuon sur la page e!commerce votre page daccueil un élément . bases de page contenus look parfait pour guetter tout web images | plans | shopping | plus... horoscope pour elles psychologie & Marie Christine De La Tremblay météo ce que le rechercher portail 520 12 propose pour vos juniors menu new new memo 1 largeur 3 grille A et B 2 3 largeur maximale 636 taille minimale menu new memo bases de page contenus look A web images | plans | shopping | plus... rechercher Marie Christine De La Tremblay Z 520 12 menu new mon memo menu new mon memo recherche dans Orange.fr 1 salle 529 tendances rugby 2007 2 OK Sarkozy météo actu 3 mes favoris jouer rencontres - carte didentité boutique rentrée tendances - dernier passeport acte de naissance news / magazine Lady Di, une vie Richard Gere mobiles de moins de 3 m bases de page contenus look mes favoris web images | plans | shopping | plus... Marie Christine De La Tremblay rentrée des classes rechercher 520 12 loisirs rugby Jason Bourne menu new memo news / magazine 1 communautés salle 529 2 tirages photo loisirs 1/4 actu 3 pratique > vos mots pour orienter communautés e!commerce nos propositions pratique 1/4 bases de page contenus look - carte didentité A recherche dans Orange.fr OK Z web images | plans | shopping | plus... Marie Christine De La Tremblay - dernier passeport acte de naissance rechercher 520 12 de moins de 3 m menu new mon memo 1 fermeture? 2 1/4 3 menu new memo page 13 PERSONALIZED HOME PAGE: 3 MENU SIDES zone déchange articulation menu, new et memo notes high fidelity IX explorations menu new new memo menu new new mon memo menu new mon memo menu new memo orientez nos propositions vos mots du moment OK vos mots du moment orientent nos propositions OK onglet new zone déchange : onglet menu > mots des utilisateurs > voir les mots des autres utilisateurs salle 529 salle 529 !description à venir types de vues et vlume ditem affichable actu actu actu actu onglet memo notes !description à venir onglet : menu onglet menu : type de vue et volume ditem affichable la fin dun long silence voir le sujet - carte didentité onglet menu consulter toute lactualité - dernier passeport desciption dans page sprécédentes boutiques Orange vue vignette vue vignette vue liste vue liste vue liste vue liste vue de A à Z ! le menu est un des 3 onglets du module de mise en lien entre les acte de naissance proposition dOraneg et lappropriation par lutilisateur ( menu, voir plus tard dans mon memo de moins de 3 m réseau social news, memo) commenter le sujet on peut aussi étudier une manière de faire vivre dans cette zone menu new mon memo menu new memo menu new memo menu new memo menu new memo menu new memo menu new memo déchange ceux avec le réseaux social de lutilisateur, avec la A A - carte didentité Z A A ! le menu est fixé en haut de page (les onglet restant saisissable à boutiques ajouter des éléments actualité à ma page - dernier passeport publication de ses favoris sur le web ou avec le service myco Z recherche dans Orange.fr Z Z A Z A Z A Z lextérieur. recherche dans le portail Orange.fr recherche dans Orange.fr recherche dans Orange.fr Orange acte de naissance OK OK OK OK recherche dans Orange.fr recherche dans Orange.fr recherche dans Orange.fr OK OK OK !il reste à trouver une solution pour améliorer le cumul des onglet de votre page daccueil de moins de 3 m tendances tendances tendances tendances tendances page et des onglets du menu, ainsi que le rattachement difficil des un élément tendances a actu parfait pour rugby 2007 mes favoris rugby 2007 mes favoris onglets de page à la page lorsque le menu est calé contre mes favoris mes favoris annuaires guetter tout ce que le votre page daccueil boutique rentrée news / magazine boutique rentrée news / magazine news / magazine news / magazine auto ! il est possible de létirer ou de le réduire à sa taille minimale avec portail un élément parfait pour Lady Di, une vie loisirs tubes de lété actualités actualités cinéma les segment fermés propose pour guetter tout ce que le portail loisirs vos juniors 1/4 communautés Sarkozy météo sports propose pour vos juniors 1/4 jouer rencontres sports communautés d divertissement ! il est possible de létirer en largeur pratique Richard Gere mobiles finances finances e emploi & formation ! sa taille est limitée par défaut : en hauteur à la ligne d eflottaison. pratique ! sa taille est limitée en largeur à lespace maximum en lageur dans professionnels rentrée des classes en ville | météo en ville | météo en ville rugby Jason Bourne horoscope horoscope professionnels enfants 2-6 ans un écran 1024 avce un médium c. tirages photo emploi & formation Sarkozy météo jouer rencontres mobiles pour elles pour elles f finances > vos mots pour orienter annuaires ! le menu peut être vue soit en version sgmentée, soit de A à Z, soit Richard Gere rentrée des classes rugby nos propositions psychologie & tests psychologie & tests g guide TV en image (on pourra aussi pouser la souplesse jusquà permettre à bases de page contenus look Jason Bourne tirages photo un nom, un n° web images | plans | shopping | plus... rechercher Marie Christine De La Tremblay 520 12 emploi & formation mes favoris guide voyages guide voyages h horoscope lutilisateur de composer lui m^me un ordre. pour créer votre page daccueil enregitrer mercredi cest ravioli > vos mots pour orienter nos propositions itinéraires | plans annuaires auto immobilier auto i 1 les avis mémo+ enlever news / magazine photos ville | webcams zone pré!définie mes favoris ! le segment "tendance est ouvert par défaut + le dernier segment 2 menu new mon memo élément en images et players clips, diaporama dactu, reportage vidéo, graphiques et video finances loisirs loisirs loisirs itinéraires & plan immobilier 3 A choisir mes éléments news / magazine jeux vidéo ouvert par lutilisateur autres zones communautés guide TV j Z communautés tous les mobiles ! ce que lon fait pour la vue de A à Z reste à préciser actualités sports finances en ville météo recherche dans le portail Orange.fr un nom, un n° pratique 24/24 Vidéo traduction m les avis mémo+ enlever pratique musique OK composez à volonté zone pré!définie votre réseau de contacts et vos itinéraires e!commerce musique | jukebox soutien scolaire ! le menu peut se caler dans une colonne ou sextraire de la page services internet et mobile Orange e!commerce petites annonces messagerie, conseils internet Orange, paramètres mobile Orange, vos contacts, envoyer des sms... jeux avec p pour rester au dessu de la page tendances choisir mes éléments famille & généalogie pour elle autres zones météo horoscope pour elles psychologie & mobile & fun e!commerce rugby 2007 ! globalemnt il reste à décrire précisément le comportement du boutique rentrée menu nottamment lorsquil est en supperpositiuon sur la page ajouter à mes favoris Lady Di, une vie sports dans ma page Users’ empowerment . en video grande zone pré définie vue liste vue vignette dépêches menu new mon memo menu new mon memo Sarkozy météo jouer rencontres mobiles plus déléments tendances rugby 2007 tendances emploi & Richard Gere rentrée des classes rugby voir Sarkozy météo professionnels formation annuaires un nom, un n° itinéraires plans Jason Bourne tirages photo mes favoris jouer rencontres mes favoris boutique rentrée > vos mots pour orienter nos propositions news / magazine Richard Gere mobiles news / magazine Lady Di, une vie mes favoris rentrée des classes loisirs loisirs communautés rugby Jason Bourne photos ville webcams immobilier tous les traduction soutien news / magazine communautés mobiles scolaire tirages photo actualités sports finances en ville voir plus tard dans mon memo rugby dans ma page favoris newsletter sports dans ma page pratique > vos mots pour orienter pratique e!commerce nos propositions e!commerce en video grande zone pré définie sports en video grande zone pré définie lactu de 17 sports et recherche dans Orange.fr OK A Z recherche dans Orange.fr OK A Z météo horoscope pour elles psychologie & les news des clubs de 2ème divisions, des dépêches supporter échauffez-vous dépêches dossiers et des plus déléments sondages... plus déléments voir voir page 13 page 16
  • 31. 3 IA/UX innovation processes - orange.fr Group strategy Exploration of interaction with   Reinforce the Orange advertising revenue thanks to the data collected from personalized Orange home page advertising MPU to address IA mission client’s needs and to collect   Work in collaboration with advertising team   For less intrusive feelings by more controlling on it so to generate data feed back more adoption by user.   Build a new advertising relation with customer.   Empower the customer. IA proposition pub précédente   Free placement on personalized page. pub suivante   Contextual menu to choose advertising: following or previous. choisir mes thèmes   User feed back: access to feel form about his taste and interests. commentaires PERSONALIZED HOME PAGE: ADVERTISING elf Interactions and customizations U MP h) hi ms creen s ING refres n the sition TIS ( o po VER n play place upper AD ca r r the in s use ose o xtract o r ch s or e ite lim Consumers’ empowerment
  • 32. 3 IA/UX innovation processes - Wanadoo.fr Group strategy New friendly and intuitive   Reinforced Internet access provider taking inspiration on competitor AOL. navigation principle for the Mission Wanadoo Web brother   Following to the first version create differentiating User Experience of a Web Brother.   Implement element an technical novelty for V2. WANADOO WEB BROTHER IA approach innovation -(2006)   Create differentiation through new user experience   Using visual to increase comfort and speed of Web surfing. UX approach   Interactive slide on the brother presented portal content.   the aim was to leave the user to sea more or less content of his choice.   Complex interaction visual description for distant technical team. Precursor concept on friendly visual navigation
  • 33. 3 IA/UX innovation processes - New Orange.fr IA approach Site search renewing: from a   Allowing to see up to the screen line the 3 main segments of value corresponding to the main search usages inside the portal: “web 2” demand to a result list Care, Orange offer, Contents and services   Better match answer in one look up to the screen line given a better whole view on   Keep example on major Google rules. Orange universes richness UX process   Graphic design wireframe rendering because: - Emergency action on a first non ergonomic proposition using web 2. - Build ergonomic codification for new Web 2 interraction signs 1 2a 2b Only 2 days to think, to propose and to deliver
  • 34. 4Other IA projectsorange.fr and wanadoo.fr Unify the 4 Wanadoo countries intranets following the new global strategy + address books Build a cluster of 136 city guides included in wanadoo.fr and syndicating its local contents Build selling and back end interfaces for ad words platform
  • 35. 4 Other IA projects - Wanadoo.fr (2005) Group strategy Merging Address book   Prepare future convergence   Reach more usage and Unify the 4 Wanadoo countries restructuration of France Telecom information added by employees by intranets following Group. improving the user experience the new global strategy   Data bases merging needs and Intranet Mission requirements analysing + Merge three different   Increase interactions between   Give to employee a better employees address books Wanadoo countries understanding of their place within their company organisation   Reach a better adoption by salaries and more content contribution from business units IA approach I   Audit the existing address books     Reorganized the information Audit Project and needs management expression New content organisation logic Editorial content: accessibility and typography hierarchy
  • 36. 4 Other IA projects - wanadoo.fr Group strategy Build a cluster of 136 city   Support the proximity brand value and increase the local Internet usages in using the France Telecom spread localphysical presence guides included in wanadoo.fr Mission and syndicating its local   Think the positioning of the « mini wanadoo portals city guides » inside contents and services. wanadoo.fr navigation logic without leaving gone HP audience.   Teach content management tool to Regional France Telecom contributors. IA Approach   Solve navigation issue for the right positioning and imbrications. Collaboration with technical team   Think the syndication logic and interaction dynamic through the Wanadoo portal and locally, between city guides. PROJET ARBORESCENCE ECRAN PAGE WANADOO VILLE (RTC) ACCES => INTERPENETRABILITE => POSITIONNEMENT SOLUTION 4 WANADOO PORTAIL SOLUTION 4 INTEGRATION A LA PCO HP / RTC "WANADOO &MOI" Wanadoo & moi Communiquer Utile & pratique Infos & Loisirs Acheter Chercher Chercher + 1 ENCADRE EN HP + LIENS CONTEXTUELS Lien contextuel ENCADRE + CONNECTION DES BASES + SERVICES SIMILAIRES CHARTES W2 PCO PCO PCO PCO PCO PCO Choix LEGENDE de MAVILLE Wanadoo PORTAIL Wanadoo VILLE Page PCO Carrefour Onglet Page PC carrefour non prÈsente au niveau des onglets HP / RTC Home Page AbonnÈs PC Wanadoo VILLE Partage ou remontÈ voir enrichissement dune mÍme base de donnÈes Services Services MAVILLE (RÈsident) Ville Infos Infos Rubrique HP HP & service variante ThÈmatiques ThÈmatiques ou sous-rubrique ville PORTAIL DE VILLE PORTAIL DE VILLE VALIDATION MOE WANADOO VILLE MOA PAGE 5 imbrications logic with arborescence the portal content inventory Enlarge advertising network to a local audience city guides cluster hub page syndication dynamics
  • 37. 4 Other IA projects - Wanadooclic (2005) Group strategy Build selling and back end   The project has participated to the future development of international Orange Advertising Network. interfaces for ad words Mission platform   Provide an interface for both B to B and B to C Stakes   Work from early billing process building to the structure of the customer journey. IA process   Work with sale administrator, project manager and technical partner at the step of defining the billing process that actually structured the offer and the customer journey. content plan Complexity mastered wireframe of back end until usability for a large audience level of sale administrator interface arborescence – flow diagram
  • 38. 5UX mobile mission – orange.fr Guide designer’s explorations of style guides adaptation for Internet on mobile devices Build consistent multi canal experience service for professional segment Creation of a new Orange mobile portal junior segment.
  • 39. 5 UX mobile mission – Orange mobile (2008) Multimedia usage development Group strategy Guide designer’s explorations   Position Orange on the high quality mobile multimedia devices in order to develop usages of multimedia and through that increase the of style guides adaptation advertising revenue. for Internet on mobile devices, Management mission particularly for iPhone arrival   Supervise UX interactive design sharing my portal content usages knowledge and my internet interactive guidelines expertise. Interactive design: present at the bottom of every pages a mini map for a better visibility of the portal richness and to access easily to all universes. personalisation flow for service page +53% active clients Recirculation journey: web app 2008 to 2009 showing the steps that a user takes when he enter the “app” universe 1,7 M iPhone clients and is redirected to web app; app or widget player end 2009 source: annual report
  • 40. 5 UX mobile mission – Orange mobile (2001) Mission Build consistent multi canal   Building a new services in early collaboration with product manager   The “office” concept: practical daily services with agenda; task list; experience service for mail, contact, weather and editorial news professional segment   Multi devices access interface for WAP; PALM and WEB UX documents   High fidelity wireframe 15:47 !+ One of the first multi canal service experience A type of App ancestor concept
  • 41. 5 UX mobile mission - Orange mobile WAP Junior(2002) Mission Creation of a new Orange   How to position the junior portal regarding the portal.? Contents and services suggestions building in team with marketing mobile portal junior segment. IA process   Marketing positioning issues   Content organization   Focus Group preparation
  • 42. 6User Experience Designearly missions User Experience Design for thematic and services building or renewing Mini Renault Clio MTV’s campaign web site included a mix table generated audience by “buzz” Write a synopsis for a flash didactical demo promoted new mobile usages Scenario and realisation of a flash animation for the Event section of Renault.fr. Mini event site for the Renault.fr Events section + flash car presentation
  • 43. 7 UX Design early missions - UX and IA Wanadoo.fr (2001-2004) IA & UX documents User Experience Design Tones & logo Finance for thematic and services House search building or renewing Maps For Her TV guide Guide TV Travel Guide TV > Accueil programme, chaine, acteur... Hier Ma grille Je Ve MaTÈlÈ | Grille principale MaTÈlÈ Di | ChaÓnes ThÈmatiques | Dici et dailleurs | Les Bouquets Ma grille | Ma sÈlection | Pense-bÍte | Pratique | Sa Lu En ce moment | Matin | AprËs-midi | Fin de journÈe | SoirÈe | Nuit Ma Toutes catÈgories Me A venir >MosaÔque Gaga de sÈries Infos ghk sociÈtÈ Retour ‡ la grille complËte Sport << 1|2|3|4|5|6|7|8|9|10|11|12 >> DÈcouverte Culture SÈrie club Films/fictions SÈries TÈlÈ-rÈalitÈ/Divertissements ok Jeu CinÈphiles Afficher Direct CinÈ Semaine du 11 au 17 - AprËs-midi -10 -12 -16 -18 Travel search 800 Jeudi 11 Vendredi 12 SÈlection Samedi 13 Dimanche 14 Lundi 15 Toute la semaine Toute la semaine Vote express Toute la semaine Toute la semaine Toute la semaine Matin Matin Matin Matin Matin Qui va Ítre Sport AprËs-midi AprËs-midi Top Model 2005 AprËs-midi AprËs-midi AprËs-midi 12:00 12:00 selon vous ? 12:00 12:00 12:00 Explosif Explosif Explosif Explosif Explosif 12:05 12:05 Le Juge et le 12:05 Le Juge et le 12:05 Le Juge et le 12:05 Le Juge et le Le Juge et le Karen pilote pilote pilote pilote pilote Vision Vision Vision Vision Vision prÈmonitoire prÈmonitoire prÈmonitoire prÈmonitoire prÈmonitoire 12:50 12:50 Lincroyable 12:50 Lincroyable 12:50 Lincroyable Liens commerciaux 12:50 Lincroyable Lincroyable Menus minceur, livres de 1024 Ulk Ulk Ulk Ulk Ulk La Chambre La Chambre La Chambre La Chambre recettes, infos rÈgime La Chambre Marie Pour garder la forme et Èliminer sourde sourde sourde sourde sourde 13:40 13:40 13:40 13:40 vos kilos superflus : les livres de 13:40 Le Renard Le Renard Le Renard Le Renard Le Renard Le Bel Alex Le Bel Alex Le Bel Alex recettes de Bel Alex menus minceur Le cuisine, Le Bel Alex ‡ commander sur alapage. 14:45 Derrick 14:45 Derrick 14:45 Derrick 14:45 Derrick 14:45Derrick www.alapage.com >> Carmen Carmen Carmen Carmen Carmen 15:45 Air America 15:45 Air America 15:45 Air America 15:45 Air America 15:45 Air America Maude Thalasseo.com, DÈcouvrez nos Le Danger Le Danger Le Danger vient Le Danger Le Danger programmes minceurs vient de... vient de... de... lespace vient de... vient de... sÈjour thalasso, week-end balnÈo, 16:55 La Clinique 16:55 La Clinique 16:55 La Clinique 16:55 La Clinique 16:55 La Clinique Spa. DÈcouvrez toutes nos offres Cars de lespoir de lespoir de lespoir de lespoir de lespoir de sÈjours et week-ends en France Histoire de Histoire de Histoire de Histoire de et ‡ líÈtranger. de Histoire famille famille famille famille famille Paris Hilton 17:45 Top Models 17:45 Top Models 17:45 Top Models www.thalasseo.com >> 17:45 17:45 Top Models Nausica Top Models ColËre Froide ColËre Froide ColËre Froide ColËre livres 20h05 Divertissement Menus minceur,Froide de Koh-Lanta Koh-Lanta Koh-Lanta recettes, Koh-Lanta infos rÈgime Cest l"ÈtÈ Pour garder la forme et Èliminer People : Rumeurs vos kilos superflus : les livres de recettes de cuisine, menusParis Hilton minceur ‡ commander sur alapage.change de chien Voter lautre ne lui plaisait plus www.alapage.com >> 20:05 TÈlÈ-rÈalitÈ Les dÈfenseurs des animaux vont Ítre ravis Fin de journÈe Fin de journÈe Top model 2005 Fin de journÈe Fin de journÈe Fin de journÈe La mosaÔque > dapprendre la derniËre SoirÈe SoirÈe De lombre ‡ la lumiËre SoirÈe SoirÈe SoirÈe facÈtie de Paris Hilton. Tout Nuit Nuit Nuit Nuit Nuit SÈlection SÈlection Jeudi 11 Vendredi 12 Samedi 13 Dimanche 14 Lundi 15 TV Programmes © SCR / UA HDI / Portails / ScÈnarisation multimÈdia - ergonomie - Agathe Gris Shopping Travel Finance Cinema Cars Until 5,4 M monthly visitors on one service source: annual report 2009
  • 44. 6 UX Design early missions – AD - Publicis Networks Art Direction stakes Mini Renault Clio MTV’s   Find the attractive and playful equilibrium with MTV spirit, the interactive module to generate buzz and the efficiency of the product campaign web site included a display. mix table to generate audience through “buzz” http://www.strategies.fr/ actualites/marques/r11826W/ clio-mtv-com.html “Clic de Bronze” Award Strategies magazine award 2001
  • 45. 6 UX Design early missions - wanadoo.fr (2001) one page synopsis for one screen sequence Write a synopsis for a flash didactical demo promoted new mobile usages Success of the personage creation Re-used for 4 years to promote usages in the mobile service
  • 46. 6 UX Design early missions - AD/ID - Publicis Technologies Art director and Interractive designer Scenario and realisation   Sale scenarii proposition to Renault Communication Director   Made graphisme using print advertising campain visual of a flash animation for   Develop the flash interactions the Event section of Renault.fr. Based on the printed Renault Kangoo advertising campaign. -
  • 47. 6 UX Design early missions - AD/ID - Publicis Technologies Mini event site for the Renault.fr Events section. + flash car presentation Based on the printed Renault Scenic advertising campaign. (1999) 1999: 15 k per page for an event Home Page
  • 48. 7Strategy and usages analysis toolsMBA consulting project Strategy analysis tools Innovation analysis methodologies
  • 49. 7 Value creation and Strategy MBA CNAM/ESMOD to build a fashion company Consulting Project Memoire Jun 2010 dedicated to tasteful electronics Strategy analysis tools B mention 136 pages
  • 50. 7 MBA CNAM/ESMOD Retail Positioning mapping Retails by usage classification Consulting Project • Used in the context Memoire Jun 2010 of my MBA study; • Value creation and Strategy to build a fashion company Innovation dedicated to tasteful strategy tools electronics Services’ Value Chain Purchasing diagram IDEO Blue Ocean MLC methodologies … In situ usage Characters Profiling Value Curve: Positioning observation
  • 51. 8Trends and strategy analysisMBA option: fashion business development Hermès, Company Strategy Analysis - 16 p Thierry Mugler Perfume Angel, Innovation Processes Analysis - 64 p Fashion history inspiration in contemporary fashion, Creation Processes Analysis - 10 p Hermès Leathergood Sourcing Strategy Analysis focusing on exotic skins - 10 p Textile sector in Italy Country Sector Analysis - 2 pages Cars industry in Romania Sector Trends Analysis & Strategic Propositions - 7 p “Silhouettes” and human body archetypes and symbols Anthropologic Observations – 30 p Chantal Thomass, Trend Analysis, Brand Segment Repositioning Strategy 30 p(our propositions were implemented by CT)
  • 52. MBA – CNAM/ESMODHermèsCompanyStrategyAnalysis A family company16 pages • History and timeline of diversification and Brand spirit building, Organisation, Brand value and core business • Luxury Market overview, Financial highlight, portfolio analysis • The 4 P, Opportunities and Threats, Swot Strategic propositions • Focus strategy: continuity and sustainability
  • 53. MBA-CNAM/ESMODThierryMuglerPerfumeAngel 1-Carracteristics of perfume marketInnovation 2-Principes of perfume buildingProcesses 3-Flash Back 1992 To the launch of one ofAnalysis the most popular scents of the last twenty years64 pages 4-Design of the intangibles values the paradox of the most intimate aesthetic and the shared unconscious 5-Angel’s design as a synthesis of state of the art (synthesis innovation type) 6-Creating a legend in mastering communication 7-Distibution strategy: rarity and loyalty 8-Angel the generator of a galaxy of incremental innovations
  • 54. MBA – CNAM/ESMODFashionhistoryinspiration incontemporaryfashion Analysis of different ways of using references in Alexander McQueen,Creation Jean-Paul Gaultier and Thierry MuglerProcesses Expressing the exacerbated human desireAnalysis to control the body that was emphasis in the XX century by the contrast with the10 pages desire of a freedom; Referring to abundant images: icons, stereotypes, movies, science fiction, legend, and utopia; Creating beauty in playing with illusion as surrealism, movie, theatre, formal, circus, carnival, music, painting, comics performance…
  • 55. MBA – CNAM/ESMODHermèsleathergoodSourcingStrategy • How they’re sourcing in supporting theirAnalysis strategy, core business and brand valuefocusing onexotic skins • Organic growth and vertical integration • Sourcing of precious leather (particularly10 pages of crocodile) • Sourcing of know-how • Sustainable sourcing • Global supply chain strategy
  • 56. MBA – CNAM/ • Economical contextESMOD • ICT development index • Global competitiveness index • Logistic performance index • Services location indexTextile sector • Product differentiationin Italy • Vertical differentiationCountrySectorAnalysis2 pages
  • 57. MBA – CNAM/TravelCars industryin RomaniaSector TrendsAnalysis &StrategicPropositions7 slides5 days ofdirectobservationin Romania
  • 58. MBA-CNAM/ESMOD“Silhouettes”and humanbodyarchetypesand symbols • From scare and tattoo until today way of wearing close : same shapes as integrationAnthropologic of deep symbols and culturesObservations •  Example: “…As Hermès are always creating30 slides things come from their deep brand DNA. The watch referred to the Hermes mythology symbol and the closing come from a bag for cavalier. In going deeply we can see the snake goes around the Caducei of Hermès is here, going around the wrist, as the antic bracelet in shape of double head sneak, as too Egyptian bracelet. Each part of the closer has same shape (as “snake head) and one is going …"
  • 59. MBA - ESMOD/MLCChantalThomassTrend Analysisfor BrandSegment • Who is the new young Chantal ThomassRepositioning women, ages: 25,30,35?Strategy • Made for MLC (Martine Leherpeur Conseil, famous brand strategy consultancy agency)30 slides to their client: Chantal Thomass, the luxury underwear brandPropositions • Trends “air du temps”implemented • Competitors / Market trends / Potentialby Chantal • ConsumersThomass • Who is she?
  • 60. MBA - ESMOD/MLCChantalThomassTrend Analysisfor BrandSegmentRepositioningStrategy30 slidesPropositionsimplementedby ChantalThomass
  • 61. MBA - ESMOD/MLCChantalThomassTrend Analysisfor BrandSegmentRepositioningStrategy30 slidesPropositionsimplementedby ChantalThomass
  • 62. Digital retail business project 9shopping guide – distribution – customization –Brand accompaniment Tasteful multimedia high tech accessories to wear as fashion accessories or for home decoration PARIS rien nest ordinaire
  • 63. Introduction Actors: targets Competition analysisMBA   A project of fashion business   Targeting trends   Key competition factorsCNAM/ESMOD   Activities frontiers   TYS targeting strategy   Porter’s 5+1 strengthsConsulting Project   Competition intensity by segmentJun 2010   Value curve: positioning134 pages Global context Actors: competitors and partners   Services’ Value chainB mention   Eco-system paradigm changing  Blogs, magazine and video platforms   Key success factors   Leaders of high tech e-commerce:   Design and aesthetic in electronic Marketplaces, e-discounters and multi- products specialistsValue   High Tech Market in France  E-commerce dedicated to “geek” Commercial propositioncreation and   Consumers’ relations’ evolutions:   Handmade: marketplaces,  THE 4P The “consumactors”Strategy   PEST independent, and consumakers   Paris physical retailto build a   Key change drivers Products & services   PRICEfashion   Context analysis Actors: markets segments   PROMOTIONcompany   Cover and protection for mobile   PLACEdedicated to Vision devices.   Charms and Strapstasteful   Vision   Gloves Business modelelectronics   Brand Spirit   Concept   Nails care and Polish Market   Business model   Earphone, headphone and Bluetooth   Brand’s values headset Conclusion   Cables Segment   SWOT: Threats   Data storage and transportation   SWOT: Opportunities   Power   SWOT: Internal   Geeky Gadget  Tows: opportunities   Customization   Tows: threats.   Strategic conclusion PARIS
  • 64. The touchwall of the tastefull An elective overview of the market Based on subjective criterias multimedia accessories market A lounge social retail shopping experience E-commerce functionalities in retail © 2009PARIS wall screen gallery concept store
  • 65. © 2009Wall screen galleryeco-system PARIS
  • 66. sweetysmart@sweetysmart.fr 06 71 19 04 25 @sweetysmart__Collection extract Tasteful multimedia high tech accessories to wear as fashion accessories or for home decoration creation customization brand accompaniment PARIS rien nest ordinaire
  • 67. 67SoupeEnceintessatelliteset caissonde basses JLBMonté sur soupièreXIXe et chapeautéd’un bonnet de lainemohair blanc Mélanges de repères temporels produits par la cyberculture: ce recyclage du passé exprime une nouvelle « vision du future » et rend obsolète lesthétique high-tech et ses valeurs. Le future n’est plus lisse, inusable ; la technique n’est pas froide, vêtu de noir, de blanc et de couleurs primaires. Aujourd’hui on voit l’obsolète dès la naissance de l’objet .qui na pas le temps de trouver sa patine avec l’usage. Cest pourquoi le recyclage et la collision des matériaux mêlent lhumour et la poésie pour leur donner vie et mémoire. Le bonnet moelleux qui recouvre pudiquement le blanc lisse standard est aussi porteur d’une métaphore : la peur de la réduction de tête opérée par le progrès des nouvelles technologies . La soupière qui supporte la demie sphère symbolise une technologie sophistiquée dont l’entrée dans la fabrication nous est interdite comme l’est le secret de la cuisine. Cette véritable pièce de collection met son grain de sel à la fabrication standard espérant que le charme de l’objet nous protégera contre la soupe que l’industrie nous sert parfois.
  • 68. 68BubleCasque écouteur gainé decuir vieux rose etvernisbeige rosé
  • 69. 69APRESCasque écouteuren gant militairede 1967 recyclélainage kakiet cuir marron
  • 70. 70Lolita GGainage câble etcasque en cuir noiret dentelle noiresancienne brodéede perles
  • 71. 71BoisPetits haut-parleursd’appoint ordinateur pour lebureaucâble gainé soie indienneoiseau et fleur
  • 72. 72SecretClé usb pendentif boulefourrure lapin marron etchaine chapelet recycléperle d’ébènede 1 à 16 GB
  • 73. 73A L’OMBREClé usb montée surpoignée ombrelle recycléeen argent ciseléde 1 à 8 GB
  • 74. 74Purple catCasque écouteur oreilletteset câble gainés skaï violettexture serpent, coussinetet bandeau fourrure lapinviolette
  • 75. MATI∪RES
  • 76. Agathe Gris + 33 6 71 19 04 25 gris.agathe@bbox.fr @sweetysmart__