The document describes 4 projects led by Jacqueline Cisneros as a designer and business strategist. The first project created an artisan product line called ATOYAK to empower women in Mexico. The second developed a marketing strategy for the Zeum museum to increase visitors. The third delivered a solution to help Philz Coffee expand while maintaining quality. The fourth built a unified checkout platform for PayPal to provide a consistent experience across devices and merchants.
1. The document outlines suggestions for improving glass management processes at NYANZA BOTTLING CO LTD. It discusses problems with current systems for receiving empty bottles and crates, issuing empties to production, transferring finished goods, and more.
2. Solutions proposed include appointing supervisors to verify empties receipts, using designated persons to count empties and finished goods in each plant, requiring minimum loads of 1500 units per loading sheet, and implementing a computerized system to track empty sales and reconciliation.
3. Additional recommendations are to create request forms for complementary issues and flavor exchanges, and ensure proper documentation and approval for all transactions to improve controls.
Venture Design Workshop: Business Model CanvasAlex Cowan
These slides support the various workshops I do and my online curriculum in two principal places:
1. Business Model Canvas Tutorial
This is a more fully articulated instructional, complete with templates: bit.ly/nicebmc.
2. Startup Sprints
This is a structured self-service for Venture Design/new venture creation: bit.ly/startupsprints.
Coca-Cola created The Bridge program to tap into startup innovation and overcome their risk aversion by connecting with startups, streamlining processes for pilots, and assembling a management team with startup experience to select startups working on themes that address business problems and provide support through the program.
This document provides suggestions for identifying and developing intrapreneurs within an organization. It begins with two questions about having impact within a large organization and creating opportunities. It then outlines five suggestions: 1) Clarify what type of innovation is needed based on being incremental or disruptive; 2) Widen the scope of innovation beyond just products; 3) Use diverse tools for innovation beyond just corporate R&D; 4) Focus on day-to-day culture and values rather than just strategy; 5) Take an integrated, holistic and iterative approach to innovation like using lean principles and covering the full innovation lifecycle. The document provides examples and further details on each suggestion.
- LinkedIn is a social media platform focused on professional networking that has over 300 million members globally. It allows users to create profiles, make connections, and engage in online professional networking.
- Wells Fargo is one of the largest banks in the US. It focuses on outstanding customer service and meeting all customer financial needs through a multi-channel approach including stores, ATMs, phones and online/mobile banking.
- Capital One 360 is an online-only bank that offers simple financial products like savings accounts accessible online. It also operates cafes that allow customers to discuss finances in a relaxed environment. The cafes have become community hubs and the bank focuses on innovation through its digital labs team.
Comvita and Marketo: Natural Health gets Savvy - Kylie Glover Marketo
Comvita produces natural health products from ingredients like Manuka honey and olive leaf. They launched their first e-commerce site in 2010 and acquired Salesforce in 2011, but their previous email and digital marketing tools were outdated and lacked capabilities. Comvita implemented Marketo in 2012 to improve their marketing automation and integrate it with Salesforce. This allowed them to better segment customers, send targeted communications, and gain more insights. They ran a campaign called the "Super Antioxidant Challenge" across multiple countries using Marketo that acquired over 7,000 new leads and contacts. Analysis showed high engagement rates and a forecasted lifetime value of over $1.5 million from the acquired leads.
A Company Credential is a brand activation agency in Jakarta, Indonesia that aims to consistently create engagement between customers and brands through unique yet relevant brand activation activities. The agency believes experiences are crucial for helping consumers feel and experience brands in cluttered media environments. Being part of the MKI Group provides research-based strategic approaches to ensure activities are measurable and have impact. The agency was established in 2005 and provides services including planning, management, sampling, exhibitions, road shows, and campaign measurement.
A Company Credential is a brand activation agency in Jakarta, Indonesia that aims to create engagement between customers and brands through unique and relevant activation activities. The agency believes experiences are crucial for helping consumers feel and experience brands. Being part of a larger group provides research-based strategic approaches that assure clients activities will have measurable impacts. The agency was established in 2005 and provides services including planning, management, sampling, exhibitions, and campaign measurement.
1. The document outlines suggestions for improving glass management processes at NYANZA BOTTLING CO LTD. It discusses problems with current systems for receiving empty bottles and crates, issuing empties to production, transferring finished goods, and more.
2. Solutions proposed include appointing supervisors to verify empties receipts, using designated persons to count empties and finished goods in each plant, requiring minimum loads of 1500 units per loading sheet, and implementing a computerized system to track empty sales and reconciliation.
3. Additional recommendations are to create request forms for complementary issues and flavor exchanges, and ensure proper documentation and approval for all transactions to improve controls.
Venture Design Workshop: Business Model CanvasAlex Cowan
These slides support the various workshops I do and my online curriculum in two principal places:
1. Business Model Canvas Tutorial
This is a more fully articulated instructional, complete with templates: bit.ly/nicebmc.
2. Startup Sprints
This is a structured self-service for Venture Design/new venture creation: bit.ly/startupsprints.
Coca-Cola created The Bridge program to tap into startup innovation and overcome their risk aversion by connecting with startups, streamlining processes for pilots, and assembling a management team with startup experience to select startups working on themes that address business problems and provide support through the program.
This document provides suggestions for identifying and developing intrapreneurs within an organization. It begins with two questions about having impact within a large organization and creating opportunities. It then outlines five suggestions: 1) Clarify what type of innovation is needed based on being incremental or disruptive; 2) Widen the scope of innovation beyond just products; 3) Use diverse tools for innovation beyond just corporate R&D; 4) Focus on day-to-day culture and values rather than just strategy; 5) Take an integrated, holistic and iterative approach to innovation like using lean principles and covering the full innovation lifecycle. The document provides examples and further details on each suggestion.
- LinkedIn is a social media platform focused on professional networking that has over 300 million members globally. It allows users to create profiles, make connections, and engage in online professional networking.
- Wells Fargo is one of the largest banks in the US. It focuses on outstanding customer service and meeting all customer financial needs through a multi-channel approach including stores, ATMs, phones and online/mobile banking.
- Capital One 360 is an online-only bank that offers simple financial products like savings accounts accessible online. It also operates cafes that allow customers to discuss finances in a relaxed environment. The cafes have become community hubs and the bank focuses on innovation through its digital labs team.
Comvita and Marketo: Natural Health gets Savvy - Kylie Glover Marketo
Comvita produces natural health products from ingredients like Manuka honey and olive leaf. They launched their first e-commerce site in 2010 and acquired Salesforce in 2011, but their previous email and digital marketing tools were outdated and lacked capabilities. Comvita implemented Marketo in 2012 to improve their marketing automation and integrate it with Salesforce. This allowed them to better segment customers, send targeted communications, and gain more insights. They ran a campaign called the "Super Antioxidant Challenge" across multiple countries using Marketo that acquired over 7,000 new leads and contacts. Analysis showed high engagement rates and a forecasted lifetime value of over $1.5 million from the acquired leads.
A Company Credential is a brand activation agency in Jakarta, Indonesia that aims to consistently create engagement between customers and brands through unique yet relevant brand activation activities. The agency believes experiences are crucial for helping consumers feel and experience brands in cluttered media environments. Being part of the MKI Group provides research-based strategic approaches to ensure activities are measurable and have impact. The agency was established in 2005 and provides services including planning, management, sampling, exhibitions, road shows, and campaign measurement.
A Company Credential is a brand activation agency in Jakarta, Indonesia that aims to create engagement between customers and brands through unique and relevant activation activities. The agency believes experiences are crucial for helping consumers feel and experience brands. Being part of a larger group provides research-based strategic approaches that assure clients activities will have measurable impacts. The agency was established in 2005 and provides services including planning, management, sampling, exhibitions, and campaign measurement.
10 Steps to Start A Successful Online BusinessEric Pramono
A presentation for Universitas Kristen Petra alumni gathering (Electrical Engineering major) on how to start a successful online business. -- dated May 6, 2017
This document provides an overview of strategies for developing an effective digital signage playbook. It discusses developing a strategic plan that includes defining goals, objectives, target audiences, and action plans. It emphasizes creating relevant content and considering the timing of messages. Various engagement tactics are also outlined, such as using customer testimonials, direct response marketing, entertaining content, and special greetings. The overall aim is to guide readers in creating compelling visual communications that enhance their digital signage investment.
- Holvi is a Finnish fintech startup founded in 2011 that provides banking services for entrepreneurs and small businesses.
- The document discusses Holvi's roots in Finland and expansion across Europe. It also outlines their approach to branding, which focuses on telling their story and sharing value rather than overt brand building activities.
- The key lessons discussed are that branding is a dialogue, customer acquisition requires new approaches beyond traditional strategies, and the company's tone of voice must be consistent across all customer touchpoints.
Hello. Every year here at Make Believe we create ‘The Hot Issue’, a review of the most common engagement challenges we’ve
worked on recently. 2015 was a bumper year of fascinating insights, ideas and inspiration so we thought we’d share!
The rate of transformation continues to accelerate creating a range of engagement challenges both internally and externally, for most clients. New product launches, brand strategy challenges and managing digital communication remain usual suspects. That
said, clients are adopting more innovative approaches
to identifying customer needs, making insights more impactful,
developing innovation and driving cultural change. We’ve summarised your BIG5 Hot Issues in this document,
we’re sure some if not all will be familiar.
Straight Up Startup…Featuring Eli Rosenberg, COO & Co-Founder of Food GeniusRackspace
Eli Rosenberg is the COO and co-founder of Food Genius, a big data company for the food industry that tracks restaurant menu items and consumer interactions to generate data for commercial and consumer uses. Food Genius got started through IDEO Chicago's startup program, where they created rapid iterations of their product and gathered user feedback. Rosenberg emphasizes the importance of developing products in collaboration with customers to achieve product-market fit. He also stresses maintaining an open and honest culture within the founding team.
Join our tribe of successful start-ups. Start your business with a team of talented and competent experts in programming, design, web design and online marketing, working together on making your business successful.
1) The document summarizes key lessons from chapters 7-12 of the book "Leading the Starbucks Way" about how Starbucks builds global connections and local relevance.
2) It discusses how Starbucks decentralized its leadership structure into three regions to better address local opportunities and challenges. It also highlights how Starbucks partners with local businesses.
3) Starbucks strives to customize its stores, products, and experiences to local needs while maintaining its brand standards. It innovates food and beverage offerings locally and experiments with new store concepts.
4) Technology, social media, and loyalty programs help Starbucks strengthen connections with customers globally. It aims to integrate digital tools into the in-store experience.
The document provides an executive summary, conceptual design, vision and mission statement, business goals, and product, market, business, and financial strategies for an Intoxi-kit subscription service that provides hangover relief items. The conceptual design details existing hangover relief products and the selected design concept. The vision aims to be the primary hangover relief provider for college students. Business goals include revenue targets and profit margins. The product strategy outlines sourcing and packaging items. The market strategy focuses on marketing the 4 Ps to college students. Business strategy analyzes Porter's 5 Forces. Financial strategy provides revenue and cost projections.
We were created to help retailers, manufacturers and service providers achieve their next level of greatness. We have in-depth understanding of retail and relationships with trade globally. Our approach involves immersing ourselves to deeply understand the client, developing strategic approaches, empowering the client team, and jointly executing the plan while tracking progress.
We were created to help retailers, manufacturers and service providers achieve their next level of greatness. We have in-depth understanding of retail and relationships with trade globally. Our approach involves immersing ourselves to deeply understand the client, developing strategic approaches, empowering the client team, and jointly executing the plan while tracking progress.
The document provides background information on Nestlé, the largest food and beverage company in the world. It discusses Nestlé's origins and global operations across various food categories. The document then outlines a ratio analysis project on Nestlé's financial statements from 2005-2007. The analysis includes calculations of liquidity, activity, debt, and profitability ratios to evaluate Nestlé's financial condition and performance. Key ratios discussed include the current ratio, quick ratio, inventory turnover, average collection period, and average payment period.
Communication strategy for entrepreneurs - IE BusinessCathy Hackl, APR
In today's world many communications professionals find themselves working for small to medium enterprises or even new ventures & startups. The communications needs and priorities that these organizations have are unique. Through this workshop participants will learn how to create effective communication strategies in situations where resources are limited and in which it is vital to build corporate communications from the ground up.
The document provides an overview of BoB School, a 6-day entrepreneurship programme founded by Linzi Boyd. The programme teaches entrepreneurs how to build famous brands, maximize physical and non-physical assets, and disrupt their industries. It helps identify entrepreneurs' unique brand assets and build strategic plans to leverage channels, create compelling products, and launch effective marketing campaigns to achieve scale. Past students commend how the customized programme equipped them to strengthen their brands and businesses.
This document discusses Fabtek, a manufacturing company facing several issues that are negatively impacting its profitability and success rate on quotes. It provides recommendations on how Fabtek can improve, including focusing on key business drivers like accurate cost estimates between manufacturing and marketing, reducing the number of markets served, and only accepting orders that match their selection criteria. Implementing these changes would help Fabtek increase its current profitability and position itself for future growth.
The document introduces The Juice Agency, a new marketing agency focused on digital strategies. It provides an overview of their services, which include branding, marketing strategy, social media campaigns, website design, and more. The Juice Agency takes a strategic approach, starting with understanding clients' environments and goals, then ideating and growing innovative campaign ideas. They emphasize agility, seeing clients as partners, and constantly adapting campaigns based on performance. The agency was founded by Spencer Saunders and is led by a team with experience in design, marketing, and event management.
Ipsos is a global market research and consulting firm. Their values include integrity, curiosity, collaboration, putting clients first, and an entrepreneurial spirit. They aim to be the preferred partner for clients by providing expertise across various specializations. Ipsos is committed to attracting top talent, empowering employees, and making positive impacts on society through initiatives like supporting charities and reducing their environmental footprint. Their goal is to be "Game Changers" by shaping their own future and helping clients shape theirs through innovative research solutions.
Habit5 is a market research and marketing consulting firm that helps clients achieve an outstanding understanding of their customers and markets through qualitative and quantitative research. They work with a variety of clients from large national brands to local organizations to define brands, develop new products and services, reach new customer segments, and improve the customer experience.
The document discusses a learning journey to Iceland by a group from Scotland to assess innovation in Icelandic rural businesses. It outlines their use of a framework to evaluate openness, infrastructure, and leadership at six businesses. Friedheimar Tomatoes scored highest with strong collaboration, customer focus, leadership, and inspiring experience. The group found many innovative lessons around geothermal energy use, food chain provenance, and staff training.
The document provides an overview and business plan for "Jiggles & Waffles", a new food business producing coffee jelly and waffles. The business will offer coffee jelly in flavors like matcha, chocolate and strawberry alongside waffles. The plan outlines the products, target market of local high school students and teachers, marketing strategy, production process, management roles, rules for employees, and basic financial projections. The goal is to establish a successful food stall offering affordable yet high quality desserts.
10 Steps to Start A Successful Online BusinessEric Pramono
A presentation for Universitas Kristen Petra alumni gathering (Electrical Engineering major) on how to start a successful online business. -- dated May 6, 2017
This document provides an overview of strategies for developing an effective digital signage playbook. It discusses developing a strategic plan that includes defining goals, objectives, target audiences, and action plans. It emphasizes creating relevant content and considering the timing of messages. Various engagement tactics are also outlined, such as using customer testimonials, direct response marketing, entertaining content, and special greetings. The overall aim is to guide readers in creating compelling visual communications that enhance their digital signage investment.
- Holvi is a Finnish fintech startup founded in 2011 that provides banking services for entrepreneurs and small businesses.
- The document discusses Holvi's roots in Finland and expansion across Europe. It also outlines their approach to branding, which focuses on telling their story and sharing value rather than overt brand building activities.
- The key lessons discussed are that branding is a dialogue, customer acquisition requires new approaches beyond traditional strategies, and the company's tone of voice must be consistent across all customer touchpoints.
Hello. Every year here at Make Believe we create ‘The Hot Issue’, a review of the most common engagement challenges we’ve
worked on recently. 2015 was a bumper year of fascinating insights, ideas and inspiration so we thought we’d share!
The rate of transformation continues to accelerate creating a range of engagement challenges both internally and externally, for most clients. New product launches, brand strategy challenges and managing digital communication remain usual suspects. That
said, clients are adopting more innovative approaches
to identifying customer needs, making insights more impactful,
developing innovation and driving cultural change. We’ve summarised your BIG5 Hot Issues in this document,
we’re sure some if not all will be familiar.
Straight Up Startup…Featuring Eli Rosenberg, COO & Co-Founder of Food GeniusRackspace
Eli Rosenberg is the COO and co-founder of Food Genius, a big data company for the food industry that tracks restaurant menu items and consumer interactions to generate data for commercial and consumer uses. Food Genius got started through IDEO Chicago's startup program, where they created rapid iterations of their product and gathered user feedback. Rosenberg emphasizes the importance of developing products in collaboration with customers to achieve product-market fit. He also stresses maintaining an open and honest culture within the founding team.
Join our tribe of successful start-ups. Start your business with a team of talented and competent experts in programming, design, web design and online marketing, working together on making your business successful.
1) The document summarizes key lessons from chapters 7-12 of the book "Leading the Starbucks Way" about how Starbucks builds global connections and local relevance.
2) It discusses how Starbucks decentralized its leadership structure into three regions to better address local opportunities and challenges. It also highlights how Starbucks partners with local businesses.
3) Starbucks strives to customize its stores, products, and experiences to local needs while maintaining its brand standards. It innovates food and beverage offerings locally and experiments with new store concepts.
4) Technology, social media, and loyalty programs help Starbucks strengthen connections with customers globally. It aims to integrate digital tools into the in-store experience.
The document provides an executive summary, conceptual design, vision and mission statement, business goals, and product, market, business, and financial strategies for an Intoxi-kit subscription service that provides hangover relief items. The conceptual design details existing hangover relief products and the selected design concept. The vision aims to be the primary hangover relief provider for college students. Business goals include revenue targets and profit margins. The product strategy outlines sourcing and packaging items. The market strategy focuses on marketing the 4 Ps to college students. Business strategy analyzes Porter's 5 Forces. Financial strategy provides revenue and cost projections.
We were created to help retailers, manufacturers and service providers achieve their next level of greatness. We have in-depth understanding of retail and relationships with trade globally. Our approach involves immersing ourselves to deeply understand the client, developing strategic approaches, empowering the client team, and jointly executing the plan while tracking progress.
We were created to help retailers, manufacturers and service providers achieve their next level of greatness. We have in-depth understanding of retail and relationships with trade globally. Our approach involves immersing ourselves to deeply understand the client, developing strategic approaches, empowering the client team, and jointly executing the plan while tracking progress.
The document provides background information on Nestlé, the largest food and beverage company in the world. It discusses Nestlé's origins and global operations across various food categories. The document then outlines a ratio analysis project on Nestlé's financial statements from 2005-2007. The analysis includes calculations of liquidity, activity, debt, and profitability ratios to evaluate Nestlé's financial condition and performance. Key ratios discussed include the current ratio, quick ratio, inventory turnover, average collection period, and average payment period.
Communication strategy for entrepreneurs - IE BusinessCathy Hackl, APR
In today's world many communications professionals find themselves working for small to medium enterprises or even new ventures & startups. The communications needs and priorities that these organizations have are unique. Through this workshop participants will learn how to create effective communication strategies in situations where resources are limited and in which it is vital to build corporate communications from the ground up.
The document provides an overview of BoB School, a 6-day entrepreneurship programme founded by Linzi Boyd. The programme teaches entrepreneurs how to build famous brands, maximize physical and non-physical assets, and disrupt their industries. It helps identify entrepreneurs' unique brand assets and build strategic plans to leverage channels, create compelling products, and launch effective marketing campaigns to achieve scale. Past students commend how the customized programme equipped them to strengthen their brands and businesses.
This document discusses Fabtek, a manufacturing company facing several issues that are negatively impacting its profitability and success rate on quotes. It provides recommendations on how Fabtek can improve, including focusing on key business drivers like accurate cost estimates between manufacturing and marketing, reducing the number of markets served, and only accepting orders that match their selection criteria. Implementing these changes would help Fabtek increase its current profitability and position itself for future growth.
The document introduces The Juice Agency, a new marketing agency focused on digital strategies. It provides an overview of their services, which include branding, marketing strategy, social media campaigns, website design, and more. The Juice Agency takes a strategic approach, starting with understanding clients' environments and goals, then ideating and growing innovative campaign ideas. They emphasize agility, seeing clients as partners, and constantly adapting campaigns based on performance. The agency was founded by Spencer Saunders and is led by a team with experience in design, marketing, and event management.
Ipsos is a global market research and consulting firm. Their values include integrity, curiosity, collaboration, putting clients first, and an entrepreneurial spirit. They aim to be the preferred partner for clients by providing expertise across various specializations. Ipsos is committed to attracting top talent, empowering employees, and making positive impacts on society through initiatives like supporting charities and reducing their environmental footprint. Their goal is to be "Game Changers" by shaping their own future and helping clients shape theirs through innovative research solutions.
Habit5 is a market research and marketing consulting firm that helps clients achieve an outstanding understanding of their customers and markets through qualitative and quantitative research. They work with a variety of clients from large national brands to local organizations to define brands, develop new products and services, reach new customer segments, and improve the customer experience.
The document discusses a learning journey to Iceland by a group from Scotland to assess innovation in Icelandic rural businesses. It outlines their use of a framework to evaluate openness, infrastructure, and leadership at six businesses. Friedheimar Tomatoes scored highest with strong collaboration, customer focus, leadership, and inspiring experience. The group found many innovative lessons around geothermal energy use, food chain provenance, and staff training.
The document provides an overview and business plan for "Jiggles & Waffles", a new food business producing coffee jelly and waffles. The business will offer coffee jelly in flavors like matcha, chocolate and strawberry alongside waffles. The plan outlines the products, target market of local high school students and teachers, marketing strategy, production process, management roles, rules for employees, and basic financial projections. The goal is to establish a successful food stall offering affordable yet high quality desserts.
1. o1.PROJECT NO. /
AtoyaK
OBJECTIVE /
SOLUTION /
Empower women of Atoyac, Jalisco, México by creating
opportunity to economically aid themselves and
their families.
A new line of earth-friendly, hand-knitted/crochet
products called “ATOYAK”.
MY ROLE /
Founder + Business Strategist
CONTEXT /
In August of 2012, I met a group of women from Atoyac,
Jalisco, Mexico who everyday strive to make a living
with $6 a day or sometimes less. There are few jobs and
even fewer opportunities. They are talented beyond
expectation and have an ardent desire to aid themselves
and their children.
PROJECT 01/ATOYAK 1JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
2. Minimum Viable Products (MVP) have been in the
making since August of 2012 and continue to be
improved on based on new learnings gathered.
PROJECT 01/ATOYAK 2JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
3. o2.PROJECT NO. /
zeum museum
OBJECTIVE /
SOLUTION /
Develop an engagement strategy post the reboot launch
of October 1, 2011.
A Marketing Strategy coalescing two parts: A full
research report and marketing plan.
MY ROLE /
Researcher + Design Strategist
CONTEXT /
In Spring of 2011, Zeum had very specific corporate
objectives. It sought to increase its annual visitorship
from 46k to100k in the next five years, the primary
target segment for expansion were children ages 3 to 5.
PROJECT 02/ ZEUM MUSEUM 3JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
4. Bonding
Ease / Convenience
Imagination
Freedom
Exhibits Website Store Amenities
Developing a successful marketing strategy demanded
lucid understanding of the core experience Zeum's target
audience valued and desired. Therefore, our methodology
consisted of primary and secondary research, and
manager interviews. The identified experiences would lay
the foundation for the marketing strategy.
Our research phase unveiled experiences that were most
valued, desired most in two sets. The first set was desired
by the parent; the second, by the child. Parents desired and
valued "bonding" and "convenience." Inversely, the child
desired and valued "freedom" and "imagination."
Having found the experiences desired by ZEUM’s target
segment and their parents, our team performed a
touchpoint audit. This audit revealed that while the main
exhibits deliver the desired experiences, other touchpoints
offer significant opportunity for improvement.
Experience is delivered very effectively.
Some opportunity for improvement.
Substantial opportunity for improvement.
PROJECT 02/ ZEUM MUSEUM 4JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
5. PROJECT 02/ ZEUM MUSEUM 5JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
Our findings led us to initial and subsequent engagement
recommendations that would help ZEUM align existing
touchpoints to desired and valued experiences.
Recommendations include: Increase the focus on clear
communication of the core experiences that Zeum promises
to deliver. As well as, position ALL touchpoints to deliver the
experiences customers desire.
In addition to a Marketing Audit, and prior to developing the
Marketing plan, a SWOT analysis was conducted. A
substantial marketing effort was already in progress, thus,
our team ensured our plan not only complimented those
efforts in progress, but also remained aligned to our
findings. We achieved this by introducing four tactics that
would deliver each of the desired experiences and in a
phased manner.
BONDING
EASE/CONVENIENCE
IMAGINATION
FREEDOM
VIDEO
SERIES
BIRTHDAY
INABOX
ZEUM
PHOTOBOOTH
COORPORATE
OUTREACH
6. o3.PROJECT NO. /
PhilZ Coffee
OBJECTIVE /
SOLUTION /
Deliver a solution to help Philz Coffee in its expansion
from 3 stores to 15 whilst maintaining its quality
and culture.
A re-designed fulfillment process and implementation of
a “fast track.”
MY ROLE /
Researcher + Business Strategist
CONTEXT /
Since the beginning of Philz Coffee, Phil and his son,
Jacob Jaber, have devoted their efforts to make people's
days better, make them smile, and healthier, which
culminates "one cup at a time." Together, both have
done an amazing job sustaining excellent quality
coffee, a coffee not only sold at Philz coffee shops, but
also distributed to companies like Facebook, Google,
and Virgin America Airlines.
PROJECT 03/ PHILZCOFFEE 6JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
7. Our initial meeting took place with our client, Jacob Jaber,
at one of the Philz stores. There, he offered each one of us
a fresh cup of coffee, plus, an opportunity to observe
customers, and learn more about the business. Our team
quickly learned that the Philz family had plans to expand
into15 stores in the next 3 years. To come up with a
strategy that fostered Philz Coffee's expansion, without
comprimising its quality or culture, required preliminary
research and all of the information Mr. Jaber shared with
us; from there, a SWOT analysis was conducted.
Early insights led to the following foci as possible
operational initiatives:
Culture Book: Help create a shared idea about Philz’s
mission, which would strengthen its unique culture from
the inside out. It would also serve as a training book for
new employees.
Fulfillment Process: This initiative’s focus would be to
design and/or reduce the waiting time, thereby, improving
the customer’s experience.
Localism: Embrace diversity and focus on the differences
between store locations. Since every neighborhood is
different, Philz could target different customers with
specific needs.
"CULTURE"
BOOK
FULFILLMENT
PROCESS
LOCALISM
hypothesis
PROJECT 03/ PHILZCOFFEE 7JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
8. To help us better understand which of the three initiatives
would be most beneficial to Philz and its customers, our
team cunducted interviews and ethnograhic observations
to learn more about customer needs and their coffee
drinking behavior.
We created three personas from our interview insights and
observations to learn more about them. Our initial goal was
to safeguard Philz Coffee’s identity while it expanded. After
synthesizing our research insights however, we concluded
that our major aim should be to fix Philz's existing concepts
before preparing Philz for a successful expansion. Our goal
was to build a cohesive fulfillment strategy, and, to create
standard processes for all stores. Our solution: A
re-designed fulfillment process and implementation of a
“fast track” to meet customer’s and Philz expansion needs.
WHAT THEY SAID
"No other COFFEE
TastES lIKE THIS!"
"AMAZING SERVICE and
FRIENDLY BARISTAS"
"I WOULD NOT COME
HERE IF I WAS IN A RUSH"
WHAT we OBSERVED
aPPX. 20 min waiting time
(dURING PEAK HOURS)
1st TIME CUSTOMERS -
UNCLEAR WHERE TO GO
UNDEFINED WAITING AREA/
PEOPLE IN THE WAY
PROJECT 03/ PHILZCOFFEE 8JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
9. o4.PROJECT NO. /
PayPALCHECKOUT
OBJECTIVE /
SOLUTION /
Build a single platform to support all checkout
experiences long term. Strive for a consistent PayPal
experience on and off eBay. Address merchant and
partner needs (including eBay) always.
A coherent and unique design framework.
MY ROLE /
Researcher + Lead Designer
CONTEXT /
PayPal is a service that provides people a simpler way
to send money and pay for items without sharing
financial information. With 128 million active accounts
in 193 markets and 25 currencies around the world,
PayPal enables global commerce, processing more than
7.6 million payments every day. PayPal Checkout is an
integral component generating more than 80% of the
company’s revenue.
PROJECT 04/ PAYPALCHECKOUT 9JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST
10. The information gathered from customers and merchants
helped pave the way to our initial MVP designs. These were
not only tested and iterated on, but also revolutionized the
future of checkout. The final design became a gloabally
scalable and flexible framework that standarized and
simplified many of the elements and processes required to
create ONE consistent checkout experience for PayPal; a
brandable, customizable, and flexible checkout experience
for merchants; and a simple, transparent, and familiar
checkout for the customers.
THE MERCHANT PAYPAL THE CUSTOMER
BRANDaBLE
FlEXIBLE
CUSTOMIZABLE
CONSISTENT
EASILY RECOGNIZABLE
ONE EXPERIENCE
SIMPLE
TRANSPARENT
FAMILIAR
Maintaining drastically different checkout experiences on
multiple platforms became an increasing concern for
PayPal in Novemeber of 2009. It was then, that I had the
opportunity to become part of the PayPal Checkout team
and help create a strategy that would not only target
PayPal’s objectives, but also meet customer and
merchant’s needs.
To begin formulating this strategy, it was imperative for our
team to understand the BIG needs. To do so, we began a
research phase. This allowed us to analyze our existing
checkout experience, conduct a competitive analysis, and
interview customers and merchants, from whom, we
collected many great insights.
PROJECT 04/ PAYPALCHECKOUT 10JACQUELINE CISNEROS / DESIGN +BUSINESS STRATEGIST