Portfolio for strategic design

1. CBRE
Newslwtter
Others
HAOPHA
ORTFOLI
THAO PHAM
PORTFOLIOthao pham ‘s portfolio
E: maya.pham22@gmail.com I M: +393 737 638 772

2. M
O
BACK2YOU
March 2017 - Present
Freelance Strategic Design
TANGRAMDS ITALY
June 2016 - October 2016
Strategist intern
AOSTUDIO VIETNAM
July 2015 - Present
Co-founder
FREELANCE
March 2014 - July 2015
Based in Italy
CBRE VIETNAM
March 2014 - September 2011
Marketing & Design
Retail Services
CBRE VIETNAM
September 2011-March 2008
Corporate Graphic Designer
MASTER OF STRATEGIC DESIGN
Poli.Design
Politecnico di Milano
October 2015 - Present
Milan, Italy
BACHELOR IN GRAPHIC DESIGN
Industrial of Fine Art University
September 2002 - June 2007
Hanoi, Vietnam
THE BEST TEAM
Strategic Design Seminar
Anwept, Belgium 2016
THIRD PRIZE
Verallia Italia Design Award
2016 'Say it with Glass'
Milan, Italy 2016
“Hello, I am a Vietnamese passionate designer, with over 9 years of working
as a graphic designer and art director and 2 years in strategic designer.
I currently base in Italy whilst I am continue improving myself by taking on
new experience and knowledge after gradutation of strategic design in
Poli.Design - Politecnico di Milano, Italy. I believe that each designer’s style
is significantly shaped by a mix of different cultures.
With a passion for cultural narratives and human behaviour, I specialises in
creating innovative brand cultures for client base. I believe that great
design comes from understanding. So that great design starts with asking
questions. uncovering problems. discovering opportunities. My target is
becoming a good strategic design consultant in the future.
EXPERIENCES
EDUCATION
HOUNOURS & AWARDS
SKILLS FAVORITE
Illustrator Photoshop Indesign Axure
Sketching Microsoft Office
Sublime
Brainstorming User Experience
Photography Travel Cooking Teaching
Children
Research & Analysis
T
R

4. M
BONTÀ VERDE
BRANDING STRATEGIES

5. BRANDING STRATEGY
PROCESS
On July 2016, I had chance to develop new brand for Parmalat, with
agency TangramSD, is based in Novara, Italy.
Their new products are veggie milk which based in soy milk in the first
step. I did research and analysis of soy milk market in Italy, to understand
and find out oppotunities for the brand in this market.
After that, I developed brand identity, advertising, website and platform.
The project not only introduces new product in the market, but also engages
customers to join social network with many helpful activites and inspire users
making their own interesting meals and products which are related to its
slogan:” The taste of healthy life”.
BONTÀ VERDE
RESEARCH & ANALYSIS
Market
Overview
& Trends
Competition
Landscape
BRAND STRATEGIES
Brand
Analysis
Archetypes
in branding
Moodboard Brand
Identity
Packaging
& Advertising
Conception Website Personas
& Platform
IMPLEMENTATION

6. RESEARCH
BONTÀ VERDE
LIFESTYLE TRENDS IN EUROPE
ENDURANCE CONNOISSEURSHIP GREEN STATUS ANXIETY EXPERIENCE MENTAL HYGIENE
“Milk consumption was negative,
it decreased over the period
while plant-based products
consumption was insreased 27%“
Source: Statisca.com I Nielsen
2015
“It will be all about the result-
oriented willpower of endurance
athletics.”
“Middle-class connoisseurs
set themselves apart not by
what they have, but by what
they know & consume”
“Food-miles labeled groceries
will become the “modus
operandi” of the emerging eco
and health-conscious upper
middle class.”
“2016 and beyond is not
about what you can afford to
have, but what you afford to
do”
“Successfully balancing work /
life and a rising workload plus
digital intrusion into lives require
a new form of self-discipline”

7. FOOD & DRINK CONSUMPTION TRENDS IN ITALY
COMPETITON LANDSCAPE
BONTÀ VERDE
Italian consumers are
increasingly looking for
soy products for various
reasons.
The increasing presence
of soy-based alternatives
is expected to lure
consumers who did not
indulge in the past
through fear of eating a
non-healthy product
To develop tailored
nutrition interventions,
need improve consum-
ers’consciousness
aimed at adopting a
healthy lifestyle
“This is the only fresh soya milk in
Italy, lastose-free and gluten-free”
“Inspring you to discover the
goodness of plant-based foods”
Italy’s drinks industry
continue to experience
modest growth owning
to the highly mature
nature of the market,
driven by
premiumisation.
OTHER DAIRY PRODUCTS
Parmalat
Nestle
Ferrero
Other brands
RAW MILK PRODUCTS
Parmalat
Granarolo
Other brands
“ ? ”
Marketshare What do players say?

8. BRAND ANALYSIS
BONTÀ VERDE
BRAND ARCHETYPE IDENTIFICATION
HEALER
empathy
inspiration
belief
positive
wellness
VISIONARY
perception
insight
promise
foresight
EXPLORER
experience
desire
discovery
ADVOCATE
Inspire
empower
tranformer
communicate
S W
O T
Strong corporate (leader in Italian market)
Quality of product
Huge of product’s benefits
Extended customer segments
New brand
Strong competitors
Raw Milk consumption is descreasing
Consumer is changing their mindset: more open,
more curious, more live healthier
Meets future trends
Strong food & drink culture in Italy, not easy
to change their habits
Lack of consumer’s knowledge in product
New market

9. CONCEPTION & MOODBOARD
BONTÀ VERDE
WHAT
BONTÀ VERDE I The taste of healthy life
WHY
Introducing new products to the market
Brand awareness
Engaging consumers to get knowledge and to share their
experience
WHO
People who care about their health,
Young people who are curious in new trends
Vegetarians
People has health problems (cholesterol, diabetes,
cardiology, lactose …)
Forgeiner, travelers….
HOW
Brand Identity
Packaging
Advertising campaigns
Website
Application for Green Community
VISION
Provide the community of healthy & positive lifestyle in
Italy
MISSION
Inspire people to live healthier and happier by knowledge
and experiences

10. BRAND IDENTITY PACKAGING & LABEL
BONTÀ VERDE
AVENIR BOOK abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
AVENIR HEAVY abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
CMYK
75 I 5 I 100 I 0
CMYK
64 I 0 I 100 I 0
CMYK
0 I 0 I 0 I 80

11. ADVERTISING
BONTÀ VERDE

12. SOCIAL NETWORK IDEA
ACTORS MAP
BONTÀ VERDE
WEBSITE
Information
Enlightened
Knowledge
Belief
PLATFORM
Comunity
Society
Inspiring
Experiences
Exploring
TRANFORMATION
WEBSITE
PLATFORM
BONTÀ VERDE
USERSTHIRD PARTY
Information
Information
€
Data
Advertising Data
Information
Promotion
Networking
Information
Brand awareness

13. WEBSITE PROTOTYPE
BONTÀ VERDE
Link: http://uruq1x.axshare.com/#g=1&p=download_app&c=1
Password: 0000

14. PLATFORM
BONTÀ VERDE
BONTÀ VERDE COMMUNITY is the social network
where people can learn, share, join activities for the
living of health and green.
The app is appeared with a friendly woman who
named Julia.
Julia can guide users how to use the app by voice,
according keywords
The app runs fluently by STARS. The more users
invole in the app, the more they can get stars from
others and from the system.
Users can use stars to have discount of events /
activities around them.
Events / activities are controlled / colaborated /
organized by Bontà verde and their partnerships.

15. PERSONAS
BONTÀ VERDE
ROBERTO PAGNI
Age: 27 Years old
Job: Interior Designer
Status: In a relationship
Character: Active, society, opened-mind,
kind and funny
Favourite: Internet, paragliding, cinema,
electronic music, social
networking, Hi-tech products,
book & magazines.
In weekdays:
He drives his own company with friends. He goes to
meet people, clients. He update news and trends on
internet. He live with his girlfriend who is vegetarian.
They balance between meatlover and vegetarian.
Their lifestyle is very healthy and joyful.
In weekend:
He and his girlfriend hang out with friends, they join
some events from social networking where they
always get updated information. Sometimes he go
to play football and drink beers with other guys.
Follows Julia’guide, He says EXPLORE GREEN
to see what do people share.
ROBERTO PAGNI’S JOURNEY WITH BONTÀ VERDE PLATFORM
He is interested in a food, he listens to the
recorder and finds how to make it. He shares
to his girlfriend and asks her to go there
together. By sharing, Roberto brings 1 star
for the owner of the image.
After that, he says NEW GREEN to creat
an activity.
He creats new event and invites his friends.
It is updated on public, by location and time.
Then he gets 10 STARS. For each person
who take part in his event, he will get one
more STAR.
1 2
3 4

16. PERSONAS
BONTÀ VERDE
CARLA PAOLINI
Age: 38 Years old
Job: HR
Status: Married with 2 kids
Character: Calm, willing to help people,
caring, positive thinking
Favourite: Yoga, cooking, shopping,
charity, gardening
In weekdays:
Afterwork, she with 2 kids go to shopping for their
family needs. She love to improve the quality of
their living in the heart of city.
She cooks very well. She always try to invent meals
in new ways and new ingredients. Her kids and her
husband were suprised and always enjoyed it. .
In weekend:
She stays at home, does yoga and cares about her
small beautiful garden with
flowers, vegentable and fruits. Sometimes she and
her family go out. They love to join events for
environment, galleries, museums or go out of the
city for picnic, relax, enjoy the nature all the day.
Follows Julia’guide, she says SHARE
GREEN to share the desert that she has
done.
CARLA PAOLINI’S JOURNEY WITH BONTÀ VERDE PLATFORM
She can tell story or show how to make it
by voice recording tool. She gets 2
STARS by sharing image and 1 star from
others by sharing or like.
She can get discount of some activities
by transfer stars.
She gets all information by using voice
record tool instead of reading and writing.
1 2
She say ENTER GREEN to discover
activities around her location.
3
4 5

18. MARKET RESEARCH & CONCEPT DEVELOPMENT
VERALLIA
The contest is an invitation to express young designers’
own creativity.Through bottle’s designs to talk about the
values and characteristics of the content.The aim of the
contest is to select the new glass containers for two
different types of products from the projects of the
young participants: mineral water and spirits.
PROCESS
RESEARCH & ANALYSIS
Market & Trends
Overview
Market
Segment
CONCEPT DEVELOPMENT
Target
Customer
Target
Consumption
The
Concept
Product
Description
Business
Plan
Marketing
Strategy
PRODUCT DEVELOPMENT
(Team work by: Liubov & Thao - Link: https://veralliaitaliadesigncontest.it/2016-edition/contest)
We workd on spirits container design. At first we
researched the meaning of all spirits in the world. Then
we have chosen 2 kind of spirits that we were interested.
In this case, we decided to develop bottle of Amaro - the
liquor with italian name is popular all around the world
and Limoncello - the Italian traditional spirit.
We focused on consumers experience: how they express
their feeling during their time with the spirit, how they
share their moment with others and how to keep their
unforgetable memories. In the end, we used system P&L
model with BEP to figured out how to develop these
products in business plan.

19. MARKET OVERVIEW IN EUROPE
Market segment
VERALLIA
LIQUEURS IN EUROPE
1,201million liters
LIMONCELLO
IN EUROPE
36
million liters
LIQUEURS IN ITALY
104
million liters
LIMONCELLO
IN ITALY
11.5
million liters
LIMONCELLO
EXPORTED IN EU
24.5
million liters
170
million liters
of Amaro
45%
at home
55%
outside
LIMONCELLO
Major segment New growing segmentMinor segment
01liters/year
30liters/year
06liters/year
Description: Italians, medium income
Age: 35-54
Consumption:
After dinner, family party,
summer drinks, 40ml a day
Description: Italians, medium income
Age: 35-54
Consumption:
After dinner, family party,
summer drinks, 40ml a day
1st segment 2nd segment
14.4liters/year
03liters/year
AMARO
Description: Young people,
occasional drinkers
Age: 18-24
Consumption: 80ml a month
Description: Medium social status,
mostly male
Age: 35-54
Consumption: as a digestif
80ml a day
Description: “Millenials”
Age: 25-35
Consumption:
a shot or a coctail.
250ml twice a month

20. TARGET CUSTOMERS
VERALLIA
AMARO LIMONCELLO
Target customers: Millenials Target customers: Tourist
Amaro for them is a social drink with rich history, providing some “rough”,
unrefined feeling, connection to the past. They expect to have an insightful and
fun social experience.
39-60
years old european
tourists
Italian
costs
high
income
authentic
experiences
25-35
years old creative
professionals
interpreneurs average
income
less but
quality
Limoncello for them is the essence of “italian experience”, drink for relaxation
and delight, the way to consentrate and save the memories and feelings of the
vacation

21. TARGET CONSUMPTION
VERALLIA
AMARO LIMONCELLO
Consumption behavior in Europe
Consumption behavior in Italy
40%
premium level
86%
drink
alcohol
7.523
million people
in consumers
4.815
million people
purchase online
1.88
million people
purchase online
3 bottles a year
2 bottles a year
Purchase
authentic shops, online
Price segment
premium
Consumption situation:
buying souvenirs
Price segment
medium / upper medium
Consumption situation
Planned gatherings with friends
Purchase
supermarket
Creative jobs & Enterpreneurs
11.645
million people Tourist in 2014
48.6million arrivals
55%
drink liquors
2.117 mlllion people
in potential target segment
34%
vintage lovers
Everage consumption
per person:
250 ml twice a month
Million bottles Million bottles Million bottles Million bottles
Everage consumption
per person:
1 bottle in 4 months
20million
liters a year
6,7
Everage
consumption
per person:
litres a year
Target quantity Target quantity
Target customers
Target customer
87.1 1160 5
45%
39-55
years old
64%
Purchase
online &
authentic shops
25%
go to the
south
million liters a year
10.45

22. CONCEPT FOR AMARO SPIRIT
VERALLIA
Blanc.
BLANC.
This process of alcohol consumption is not so much
about a brand - It’s about a situation. The friends’
gathering, the insightful evening, ideas, thoughts
and truth which was spoken out.
We want to give customers the opportunity to
capture the moment, a “snap shot” - to exchange
messages and creat their own experience.

23. CONCEPT FOR AMARO SPIRIT
VERALLIA
Blanc.
DESCRIPTION
The bottle with a surface, allowing to write on it.
There is a space for 3 labels, which can be used for brand logo and customers’ writings.
SPECS
Preferred Spirit: AMARO
Volume: 700 ml
Dimensions: H 350 mm | ØMAX 60 mm
Bore: Cork Ø 25 mm
PRO Extendend space for labels;
Easy in stock
CONTRA Specific customer

24. CONCEPT FOR AMARO SPIRIT
VERALLIA
Blanc.

25. CONCEPT FOR AMARO SPIRIT
VERALLIA
Impression
IMPRESSION
Lemon is the important role in the living of Southern
Italy. It not only shows the beautiful and rich culture
but also helps people send their quintessence to the
world.
The concept develops from lemon’s images and
Mediterranean ocean.The concept impress the mean-
ing of limoncello to consumers, esspecially tourist who
love italian culture.

26. CONCEPT FOR AMARO SPIRIT
VERALLIA
Impression
DESCRIPTION
The bottle with water drop shape. In bottom, there are
waves and lemon texture which are embossed.
SPECS
Preferred Spirit: LIMONCELLO
Volume: 700 ml
Dimensions: H 420 mm | ØMAX 82.5 mm
Bore: Cork Ø 2.5 mm

27. BUSINESS PLAN
SALES FORECAST (millions of bottles a year) SALES FORECAST (millions of bottles a year)
VERALLIA
IMPRESSIONBLANC.
PRICE & COST
Standard +10%, 0.22€ per bottle
415 g
32,68% standard white with special design 0,07€
8% standard shipping 0,02€
2% standard waste 0,004€
no decoration
0.13 per unit
PRICE & COST
Standard +25%, 0,26€ per bottle
420 gr
33,075% standard white with special design 0,10 €
8% standard shipping 0,02€
2% standard waste 0,004€
5% decoration 0.01 €
0.18 per unit
Target segment consumption
Target segment consumption
Target segment consumption
Target segment consumption
20
Averna
11
Jagermeister
87.1
About 15 million bottles
can be sold in first year
6,108 million bottles a year
500.000 bottles average order
10,45
40%
assumed
market share

28. Total:
BUSINESS PLAN
VERALLIA
IMPRESSIONBLANC.
0,22*15.000.000
3.300.000 €
0,09*15.000.000
1.408.500 € (42.7%)
1.891.500 € (57.3%)
610.500 € (38.8%)
Operation margin
(0.1%)
MARKETING & SALES
OPERATING MARGIN
GROSS MARGIN
FIXED COSTS
VARIABLE COSTS
REVENUE
610.500 € (18.5%)
1.155.000 € (35%)
66.000 € (2%)
0,26*6.108.000
1.588.080 €
0,12*6.108.000
757.514 € (47.7%)
830.565 € (52.3%)
822.960 € (51.8%)
7.605 € (0.1%)
610.240 € (10%)
122.120 € (2%)
4.888.080 € 2.166.014 € 12.000 € 2.103.960 € 3.150 €
Revenue Variable cost
(61.8%)
Fixed cost
(43%)
Gross margin
(0.2%)

29. BUSINESS PLAN
MARKETING STRATEGIES
VERALLIA
IMPRESSIONBLANC.
IMPRESSIONBLANC.
BREAK EVEN POINT BREAK EVEN POINT
Pull:
- media
- events
- advertising & storytelling
- social media marketing
Push:
- mailing, informing
- sales force
- advertising
- product presentations
Push
- email marketing
- events
- promotion
08Million bottles
on sale
- 2.032.200 €
15Million bottles
on sale
+ 610.500 €
11Million bottles
on sale
+ 106.100 €
50Million bottles
on slae
+ 5.024.000 €
05Million bottles
on sale
- 143.060 €
07Million bottles
on sale
+128.900 €
06Million bottles
on sale
+ 7.606 €
08Million bottles
on slae
+264.880 €
Sponsoring indie movies
Just as Jack Daniels’ sublte, effective appearance in “Basic Instinct”.
Cinema can be used to demonstrate the lifestyle behind consumption situation and
state the character and values of our target segment.
Contest
Start a video/story contests about situations and ideas people have while they are
drunk. Youtube ads and a partnership with a producer.
Trends event and product presentation
Verallia can host a closed event about contemporary trends in consumption and invite
the main limoncello producers. During the event the new product can be presented
- sale tools (booklets etc.)
- product presentations

30. RESULT: THE THIRD PRIZE FOR BLANC.
VERALLIA

31. welcome to
Interactive Portable Projector

32. STRATEGIC DESIGN MANAGEMENT
1.Research & Brainstorming 2. Scenario, Storytelling & Storyboard
3.Propotype & User Experience 4. Brand identity, Bussiness Plan, Presented & Got award
orch
TORCH
TORCH
TORCH
ORCH
ORCH
PROCESS:
Research one of Barco company’s products: CLICKSHARE – a device which facilitates
presentation in meetings. Our mission is to come up with solutions for developing this
product in 2025. After researching the company, the product, the behavior of users
and market trends, we decided to enhance CLICKSHARE to TORCH, which helped
users to share their presentations in a decicate place, interact with each other and
record the meeting.
TORCH users are supported by a Platform with personal assistant. This project is under the
seminar, which was collaborated between Poli.Design & Antwerp Management School in
Belgium. In the end, we were awarded for the Best Team.
Year: 2016
Team work: Thao - Esteban from Poli.Design; Maggy - Yiannis from Anwept Management
School
TORCH BY BARCO

33. STRATEGIC DESIGN MANAGEMENT
People are becoming
working nomads without
concrete places to have
and adapting to non
traditional ways of
interaction, to support
these informal meetings in
the real world.
value
propositionEnable people to have
interactive informal
meetings without the
necessity of being in a
conncrete place.
Scenario Value proposition
2025
TORCH BY BARCO

34. STRATEGIC DESIGN MANAGEMENT
story boardPERSONA
Brad Harris
Age: 33 years old
Career: Brand Manager
Personalization: Creative, Socialize,
Positive, Creative & Responsible
Interested: Travel & Sport
Thanks to TORCH by BARCO,
I can interact with my colleagues
and my clients to come up with
the idea in the best way.
I love the complete service that
allows me to easy manage the
meeting
Persona: Brad Harris Story board: Brad use Torch Application to manage a meeting with his partner.
His partner can received his invitation with date - time, location guide and the
subject of the meeting.
TORCH BY BARCO

35. STRATEGIC DESIGN MANAGEMENT
Brad turn on Torch - interactive portable projector then starts to use it on the table.
Brad uses Torch application to record video the meeting
Brad ask his partner using Torch device. They can exchange their ideas with Torch.
They always has supports from Torch Application ( such as record video, take note,
save thi presentation and send to emails ).
TORCH BY BARCO

36. STRATEGIC DESIGN MANAGEMENT
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LED
Gecko adhesive surface
Wireless connection
Lens and camera
Wireless battery charging
Cover
ON/OFF
Interactive portable projector
How does the product look? How doea the interface look?
TORCH BY BARCO

37. STRATEGIC DESIGN MANAGEMENT
application
Personal asistant
Manage meeting
Support decive
How does Application support Torch? How can we develop the product in the future?
Internet of things
Holograms
Coworking abroad
Possible
implementations
TORCH BY BARCO

38. STRATEGIC DESIGN MANAGEMENT
business model canvas
Key Partners Key Activites
Key Resources
Cost structure Revenue Streams
Value Proposition Customer
Relationships
Channels
Customer
Segment
Adhesive surface
Optical technology (lens)
Software development
Product development
Production
Technology:
- Projectors
- Interaction
- Compatibility
Enable people having informal
meetings without the necessity of
being in a dedicated place.
- Portable projector
- Interact with other devices
Pain relievers:
- No limitation to spaces
- Creates more independency
- Personal assistant
- Manages the meeting
Gain creators:
- Easy to use - straight forward
- Enables mobility / the device is
portable
- Enables creativity and Innovation
- Rich interaction
Young professionals
25 to 40 years old
Freelancers
Pains:
- Limitation of spaces
- Want to be more independent
- Limits of technology / technolog-
ical tools
locations for meetings
Gains:
- Easy interaction
- Mobility
- Innovation
- Creativity
Community:
- Via app
Support:
- Email
- Forum
Warranty: 5 years
Online
Retail
Referral
Optical technology
Technical components
Know how
Intellectual Property
In house R&D
Salaries of Sales and Administration
Materials
Retail Sales ->
Online sales
For SMEs- Leasing methods.
Conclusion We only need focus on Key partners in Business model canvas
why
this device?
Torch is following the
vision of Barco
in providing the best
visualization solutions,
adapted to
the behaviour and
trends in 2025
TORCH BY BARCO

39. STRATEGIC DESIGN MANAGEMENT
The result, we got certificate for the best team
TORCH BY BARCO

40. Order happiness to your home
MDS 2015 - Milano 15 Dec 2015 - by Pham Huong Thao

41. VISUAL THINKING
MUJI
After researching and analyzing the brand and products of Muji, each
team member developed a customer’s plan to explore touch points,
pain points, list out possible problems and find solutions. This aided
to the understanding of how Muji develops its brand and products in
the future.
This is one of the projects under the Master of Strategic Design
Course at Poli.design-Politecnico di Milano, Italy
Year: 2015
RESEARCH BY SKETCHS
VISUAL THINKING BY SKETCH
Team work

42. VISUAL THINKING
PHOTO REPORT
4. BASIC APPROACH
BUSINESS MODEL CANVAS
KEY
PARTNERS
KEY ACTIVITES
KEY
RESOURCES
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
CHANNELS
REVENUE STREAMSCOST STRUCTURES
Designers
Material suppliers
Logistics
Affiliates
Design
Manufacturing (attention
to materials, quality and
minimum waste)
Distribution (covering every
aspects from merchandise
procurement to outlet supply)
Sales
Human (designers,
clerks)
Physical stores
Intellectual (”No brand”
brand)
High quality products
Functional & minimal
design
Environment friendly
“No brand” brand
Customizable products
Sales assistance
Self-service
Friendly and open
Middle /Middle High Class
Conciouss about the
brand and its quality
Environmental &
Anti-corporate
Minimalist, no frills
Direct physical stores
(Individual, in Rinascente)
Online shops on Muji’s
website
Social network (Youtube,
Instagram...)
Catalogues
Word of mouth
Products with fixed priceProduction (manufacture,
transportation, storage)
Human resources (designers,
sales)
Value driven business
Economy of scale and of scope
MUJI

43. RESEARCH / ANALYSIS
PERSONAS
INTRODUCTION
HOME LIFE
PERSONALITY LIKES/DISLIKES
WEEK LIFE WEEKEND LIFE
“ Hi, I’m Giovanna Tucci. I’m
35 years old. I work for
Unicredit in Milan as a
I am married and I have a 4
year old daughter.”
I live with my husband and our daughter in an apartment in Via
Garibaldi, Milan. My income is around 45000 Euros/year
which is quite good to cover my daily life with my family.
My husband works as project management for a real estate
agency. He is very busy and usually travels for business. My
daughter is 4 years old. She likes painting, singing and she
always takes her teddy bunny anywhere she goes.
I’m a responsible person which formed my carrier. That’s why
I always take care about my family and my child.
I’m willing to help people to be better. I respect their opinions.
I like children and I want to organize interesting activities for
them.
My friends said that I have a good sense of aesthetics. They
like to go shopping with me because I usually give them
reasonable suggestions.
I like yoga and spas, it makes me feel relaxed and more
healthy. I also like to travel and discover new places, new
cultures. I went to Japan, Vietnam, Singapore and Myanmar. I
sudddenly felt in love with Asian culture eventhough they have
different ways. My hobbie is to collect beautiful and useful
things from other cultures and mix them together. I like
listening to jazz music and reading books when I have free
time.
During the week I wake up early, I prepare breakfast for others:
biscuits, cornetto with coffee or juice. My husband usually
takes our daughter to school. I start to work at 9.00 am and
After work, I go to pick my daughter up at her school. Then,
we usually go to shopping in Esselunga for our daily family
products as clothing, homeware, etc.
basic needs for my family but it is also high quality. I also like
clothes in Muji because of the organic materials and simple
but functional style.
Sometimes on fridays, after work I go to some events or
exhibitions with my collegues or go out for dinner with my
family. We usually go to few restaurants on friday or saturday
night as a habbit.
On saturday, we meet some friends or go out of Milan for a
picnic.
On sunday, we usually stay at home, we cook and relax all
day.
Our apartment is around 120sqm which is enough for all of us.
I always want to make my family daily life more and more
comfortable, relaxed and creative.
I always keep our apartment clean, with a minimal aesthetic
We have a relaxing room where I can do yoga 2 times a week,
and my husband can relax on the comfortable sofa, with
candles and a music player. Sometimes my family can stay all
night there, listening to instrumental music and playing some
small games together.
A bit dissapointed Excited Curious Curious Relaxed Curious Patience
EXITLOOK AT THE STORE
Lighting
Signage, merchandising
Shoppers around the store
EntranceEntrance Diffuser department,
Accessories department
Diffuser department,
Accessories department
Travel department,
Bedding & Furniture
department
Travel department,
Bedding & Furniture
department
Apparel department,
Stationaries department
Apparel department
Bigger shop window
more outstanding
Better staff support to clients
Clients can be more excited
about the products
Expand range of products
Meet the needs
of customers
Music
Posters, merchandising,
products
Shoppers, security & staff
Music, smell
Bottles, candles,
labels, shelves
Staff
Music, smell
Bottles, candles,
labels, cases
Shoppers & staff
Music
catologues, products
Shoppers & staff
Music
Products, cases and labels
Shoppers & staff
Music
Products, cases and labels
Shoppers & staff
Music
Products, cases and labels
Shoppers & security
Music
Products of bedding, kitchen,
homeware & furniture
labels, cases
Shoppers & staff
THE LOGO
NOT EASY TO FIND
THE STORE
CONFUSED BETWEEN
DIFFERENT AREAS
CONFUSSED ABOUT
DIFFERENT SCENTS
PRICES
ENTER THE STORE VISIT THE STORE FOCUS ON THE GOAL
( BUY OIL AND CANDLES)
THE GOAL REACHED ATTRACTED BY OTHER
PRODUCT (FURNITURE)
TRY TO USE PRODUCTS
WANT TO BUY
SOMETHING
MORE SPECIAL
COMPLETE
THE PURCHASE
WANTS TO GO HOME
AND TRY PRODUCTS
THAT SHE’S BOUGHT
FRIENDLY
ENVIRONMENT
FULL OF PRODUCTS SPECIAL SCENTS
FROM ASIA
SHAPES & MATERIALS EXPERIENCES WIDE RANGE
OF PRODUCTS
SHOWS MORE
PRODUCTS
FRIENDLY
ENVIRONMENT
ENTER THE STORE GO TO DIFFUSER,
OIL AND CANDLES AREA
Go around the street
Realize there is the Muji store
Look around the store
See images & Infomation
Classify areas
Try some candle scents
Ask saleman info of product
and suggestions
Make decision Look around
Take some products and
try to imagine them at home
Touch and feel materials
Enjoy the experience
Go around the store
Try some products
Standing in line
Take a look to some
small products which
are next to her
Pay
Take the bag and receipt
Say goodbye to the staff
Go to the door
GO TO FURNITURE AREA SIT ON SOFA
& SOFABED
LOOK AROUND
“I want a bigger offering of
products”
GO TO CASHIER
PUT TWO BOTTLES OF OIL
AND ONE CANDLE IN
THE SHOPPING BASKET
“What about the price?
How to use these chair?”
CUSTOMER’S JOURNEY
Thomas Lowe
“THE DESIGNER”
Midori Bettini
“THE ENVIRONMENTALIST”
Cristopher Smith
“THE ORGANIZER”
Giovanna Tucci
“THE YOGI MOM”
MUJI

44. RESEARCH / ANALYSIS
APPAREL & ACCESSORIES
FUNITURE
HEALTH&BEAUTY
CURRENT PRODUCTS
PRODUCTEXTENSION
CUSTOMER’SVALUES
COMPANY’S VALUES
Materials
Materials
Materials
Design
Design
Design
Product offering
Style
Experiences
Services
New
custom
ers
Branding
Partnership
Combination
Asistance
Synchronization
Suppiiers
Designs
Manufacturing
Marketing
Services
Communications
Style
Quality
Functional
Friendly
Organic
Easy replacement
Extraction from nature
Functional
Multiply ways in using
Innovative
Sim
ple
Ecological
Alunium
Basic
Suitable
Casual
No-frillsapproach
OrganicCotton
Linen
Cashm
ere
Asking
for feedback
on
new
features
Merchandise an outstanding
space in stores
to show
new
products
Provide customers chances to have
experiences with new products
Japanesesilk
Recycled
Bamboo
Japanesewood
Uniform
Ecological
Fabric
Ceramic
Anti-plastic
Pure
Easy to use
CovenientM
inim
al design
Yogi&Spa
Peoplewantsrelaxathome
Research
Analysis
customerneeds
Surveys
indifferentareas
Designers
Manufacturingsystem
development
Materialsuppliers
M
arketing
plan
Develop “Muji to relax” application
Develop
“M
uji to
relax” ‘s experiences
directly to
custom
ers
Develop advertising campaign
Lauching products in stores
Add more ultilities in the application
Develop forum or group of customer
where they can share thier experiences
Develop more applicationto interact customers
Social network (facebook, youtube...)
Contribuild
a typucal character for “Muji to relax”
as same as “Muji to go” with many experiences of products
Website
Agesfrom30to50
Nobrand-Highquality
Resonaby prices
Identity:Style,Simplicity,ValueandUniformity
Natural qualities
Joyful
Application “ Muji to relax”
Media / network
Asistance services
Products
in
showroom
Products versatile,
adaptable and useful
CostumerRetention
Manufacturing
Suppilers
Essential parts for people
to design their lifestyles
at their discretion
Following my persona, the Yogi Mom, I came
up with more advanced solutions to develop
the “Muji To Relax” product series.
These included: Users want to improve their life
and live healthiers / People are willing to use
stylish and smart products / Follow ecological
and organic trend.
I analyzed in current products, company’s
values, customer’s values and figured out how
was new products. The extension of product
should comlplexed to current products but
more innovative and more funtional.
DIRECTION: MUJI TO RELAX

45. Following the direction,
I did moodboard for
products with some
keywords:
Functional
Minimalism
Fexible
Ecological
Healthy
Relaxable
Environment
Experience
Joyful
CONCEPT DEVELOPMENT
MOODBOARD: MUJI TO RELAX

46. CONCEPT DEVELOPMENT
DESIGNERS
MATERIAL SUPPLIERS
MANUFACTURING
ADVERTISING CAMPAIGN
LAUCHING EVENTS IN STORE
SOCIAL NETWORK
WEBSITE / CUSTOMER’S FORUM
ASISTANCE SERVICES
“MUJI TO RELAX” APPLICATION
E-COMMERCER
JOYFUL
EXPERIENCES
BRANDING
NEW CUSTOMER SEGMENTSTYLE
QUALITY PRODUCTS
MARKETING SERVICES VALUESUSERS
PARTNERSPROVIDING DIRECTLY
(material / values / products...)
MONEY
SUPPORTS
OFFERING MAPS: MUJI TO RELAX

47. CONCEPT DEVELOPMENT
MARKETING CAMPAIGN: MUJI TO RELAX
- Develop an activity to introduce Muji to relax and make customers enjoy new products and share their experiences.
- Objectives: Promote consumer demand; Connect directly with customers;
- Message: “ Order happiness to your home”
Customers can order &
receive limited order codes
on Muji website to join a
contest.
Customers come to Muji
Store, use order code and
bring product to home.
It’s free with some
documents and agreement.
They creat interesting
ideas to show how they
use the product, how
is their experience with
others.
They share their story,
ideas, experiences with
product (on website,
social media...)
3 free products for 3 the
best ideas. After the
campaign all costumers
can recieve gift voucher
MUJI
Howitworks
Idea
In current
marketing campaign:
Muji shows how customers
use Muji products in their
several moments.
In new
marketing campaign:
Muji inprise, promote
customer’s creativity, enjoy
their experiences & moments
by themself.
MARKETING CAMPAIGN

48. T
P
MARKETING CAMPAIGN: MUJI TO RELAX
CONCEPT DEVELOPMENT
Furniture
Website
Application
Social network
Asistant servicesHealthcare Beauty care
Apparel
MUJI to go
Merchandising
Cashier
MARKETING CAMPAIGN
CUSTOMERS
E-COMMERCE
NEW
CUSTOM
ERS

49. HAOPHA
EFERENCE
THAO PHAM
REFERENCESthao pham ‘s references

50. TM
S
“ Thao is hardworking employee, has excellent creative skills and good communication. During her working
time in over 6 years, Thao has been helpful in building brand and marketing strategy for serveral projects
which has been greatly appreciated by CBRE clients ”
Richard Leech I Executive Director I CBRE Vietnam I Hanoi Branch
“ I enjoyed to work with Thao because she has good senses of understanding and grasps what we want as
well as what the project needs. She is creative, responsible and meticulous in all her tasks”
Nguyen Anh Linh I Business Development Director I Savico Mall Hanoi
“ Thao is able to empathize with a brand's spirit and convey the design, the product, with the mission and
vision of the company in a way that resonates both in the “big picture” as well as on a personal level. She
creates works that are a combination of simple, clear, logical, creative and focussed on solving problems.”
Francesco Zurlo I Co-Director I Master in Strategic Design I School of Design I Politecnico di Milano
“Thao regularly seeks feedback from her peers and superiors, and she has had innovative ideas in brand
building and marketing communication strategies. Thao had been a valued member of the Marcoms team.
I found her to be capable, responsible and hard-working, and with her pleasant personality, had been very
effective in engaging with parties she comes into contact with”
Michael Vong I Senior Retail Consultant I CBRE Vietnam

51. HAOPHA
ORTFOLI
THAO PHAM
PORTFOLIOthank you
E: maya.pham22@gmail.com I M: +393 737 638 772