Understanding consumers’ hearts and minds is Katerina’s greatest passion and translating these insights into meaningful innovation is what inspires her most. Blending logic with magic she enjoys spotting opportunities that could take brands and organisations to the next level. After 7 years in marketing and communication, she decided to broaden her perspective through undertaking the ‘MA Innovation Management’ at Central Saint Martins and being part of ‘New Creative Ventures’ at London Business School. Her objective now is to find a role in brand development, innovation and strategy.

1. Katerina Symiakaki
PROJECT PORTFOLIO

2. Innovation Design Process
Lifelong Playground Innovation Project
Previous Background

3. Innovation Design Process

4. watch the video at http://www.youtube.com/watch?v=tZo4Iq9YJII
Video produced by Jacqueline Chang
Process: Research (customer observation, desk
research, ethnography, discourse analysis) |
Insight | Opportunities | Innovation Strategy

5. Lifelong Playground Innovation Project

6. Children living today will live up to 100 years of
age and ageing has been characterised as a
time bomb waiting to go off...

7. ... which brings opportunities for brands
& organisations facing the future!

8. Research
mind mapping, online & offline surveys, one-to-
one semi-structured interviews, timeline,
laddering, consumer observation, contextual
research, trend analysis, futurology

9. Work placements
At School of Everything to learn about learning
and at Sense Worldwide to learn about design
research methodologies

10. Andy is 55 years old, dynamic, wants to stay
young, exercises, needs new stimulus in life,
wants to be in control, learning makes his world
bigger.

11. Dianne is 60 years old, retired, bored, loves her
family and friends, reads books, has sweet tooth,
learning for reassurance and peace of mind.

12. Key Insight
People over fifty years old want to live their lives
to the full and face difficulty in making the
transition from employment to post-employment
life.

13. Innovation Strategy
Learning Through Play for Baby Boomers.

14. Brand Concept: Lifelong Playground
Physical space for playful learning experiences for
baby boomers

15. Helps baby boomers make a smooth transition
from employment to post-employment life

16. By keeping them mentally & physically healthier,
more socially active, with motivation, self-confidence
and a reinvigorated meaning for life

17. There are 21 million more individuals over 50s in
the UK

18. Innovation is found at the intersection
cultural centre | health club | Montessori nursery
school

19. Revenue is made through membership fee & key
partnerships

20. Past Experience

21. Brand repositioning & communication
The Project: The new slogan ‘Where the finest coffee and people blend’
signifies the transition from product focus to people centred
entertainment in line with research findings.
My role: Strategic repositioning of Flocafe brand and development &
execution of new communication platform.

22. Online Advertising
The project: New www.flocafe.gr portal and Flocafe widget.
My role: Strategy development focusing on optimising the mix of
owned, paid & end media and project management. Liaising with
advertising and media agency.

23. Collaborative Initiative
The project: Collaborative initiative. Design, photography and paintings
created by Akto students were promoted for advertising in Coffeeway
stores. Selected students had been awarded.
My role: Project management, communication (print, in-store), publicity,
exhibition organisation. Liaising with sales department, retail chain,
advertising & P.R. agencies and Akto faculty & students.

24. Experience Event
The project: Experience event of African culture in Coffeeway stores
through coffee and articrafts. Endorsed by the Ethiopian embassy. A fraction
of sales proceeds had been donated to the Doctors of the World.
My role: Project Management, communication (print, in store), publicity,
charity, importing articrafts. Liaising with sales department, retail chain.
advertising & P.R. agencies, merchant, Ethiopian Embassy and Doctors of
the World.

25. Thank you!