. Digital Content Strategy creation, development and implementation. Media planning. . Innovation through Design thinking: Generating ideas and developing concepts through creative processes. . Marketing for E-Commerce: Building brand awareness and driving traffic (SEO, SEM, Social Media, web analytics, CMS) . Project Management. . Business Model Innovation. . Research and Trend forecasting. . Presentation Design for Businesses.

1. Natalia ForondaINDUSTRIAL & BUSINESS DESIGNER
foronda.natalia@gmail.com
+39 3207457870
Milan, Italy

2. DESIGN
MANAGEMENT
MARKET & TREND
RESEARCH
INNOVATION
THROUGH DESIGN
BRANDING &
COMMUNICATIONS
INTERACTION &
EXPERIENCE DESIGN
ENTREPRENEURSHIP
THROUGH DESIGN
INDUSTRIAL
DESIGN

3. “THE SLOW LIFE
MODEL”
Academic Project partnership with
Slowear, 2013
Group project with Nadine Kanafani
(Lebanon) and Riccardo Prandi (Italy)
This project is focused on the analy-
sis, product management and value
chain innovation of Slowear, an
Italian Fashion brand, creating expe-
riences to engage the customers
with the Brand.
"The Slow Life Model" proposes the
innovation of the Slowear value
chain by offering an all-round experi-
ence, in line with the Slowear phi-
losophy by creating an intersection
between products, brand identity
and customers.
By creating online and offline experi-
ences the brand will gain awareness,
get in touch with customer needs
and preferences and make stronger
the total look concept.

4. “THE SLOW LIFE
MODEL”
There were created four customer
profiles, each with a specific set of
values. Customers can choose the
profile that best fits and for each of
the profiles they will have a total
look experience made of a collection
of garments, accessories, and
services.
A new Accesories line produced by
Slowear is proposed in order to
complete each one of the profiles.
And also a limited edition of accesso-
ries made in collaboration with
product brands is suggested to
create a new distribution channel,
this way the items will be sold both
in Slowear shops and in the partner
shop.
The implementation of this strategy
involves the creation of new partner-
ships and distribution channels that
will enhance the experience both in
the stores, and online.
Online Experience
Shopping Experience
Total Package

5. “DESIGN WEEK
RESEARCH”
Academic Project partnership with
Mondadori, 2013
Group project with Valeria Sanchez
(Guatemala) and Prateek Batra
(India).
3-part workshop used to better
understand how to carry out Design
Research, analyze and form conclu-
sions from the data gathered, and
how it can be used to innovate
within a company.
Explore several types of design
research (qualitative and quantita-
tive) using the Interni Guides and
expositions during Design Week in
Milan to identify socio-cultural and
market trends.

6. HUMAN EXPERIENCE
Qualitative Research
Research of the Interni communica-
tion channels and analysis of how
people complement the use of the
Interni Guides with technology and
other materials when navigating
through Design Week.
Build personal interviews, asking
questions regarding life style; naviga-
tion and event searching habits to
better understand users.
Use the results to identify common
trends within the interviewees, and
created personas that will help the
company innovate with a more
targeted audience, knowing the
different type of people that use
their guides.
17 PEOPLE
10 COUNTRIES
10 COUNTRIES
FROM 24 TO 32
YEARS OLD
TECHNOLOGY
ORIENTED
INTERESTED
IN DESIGN
17 INTERVIEWS:
11 WOMEN
6 MEN
ANGELO
26, STUDENT
SHOW OFF PERSON &
ALWAYS CONNECTED
Is always up to the latests news
and launches. He does a lot of
research and knows everything
on the places so he can show
off what he knows and his
lifestyle.
Makes decisions based on who
the designer is, the places that
are“in”and well known.
He is always waiting for new
trends, events, places and
prefers going to the famous
ones.
“I won’t go to a place if I
don’t know who the
designer and the host is.
I want to know it all and
dress my best always
looking to impress.”
TOOLS USED FOR
NAVIGATION
INFORMATION
TO NAVIGATE
Time & Date
Reviews & Comments
Participants
Place
Location &Transportation
Price & Entrance
Detailed Information
THE TREND FOLLOWER
SEQUENCE OF BEHAVIOR
BEFORE DURING
Official
Website
Get detail data
Social Media
Contect friends
News
Find out about new
events and trens
15% 20%50% 15%
NAOMI
25, FREELANCE
ORIGINAL, UP-CLOSE
& PERSONAL
Likes to discover by herself and get
lost in looking at things. She is
searching to establish more
personal relationships and
conversations with people so she
prefers personal approaches rather
than big and commercial.
Oriented towards originality, and
enjoys searching for it in unique,
low-key, back end and secret
undercover places. She always goes
deeper so she asks for insiders and
local peoples opinions and
recommendations.
“I’m an upcoming artist
looking to get out there
and meet other people like
me. Im always looking to
establish more personal
relationships with the
people I meet, and prefer
quality over quantity.”
TOOLS USED FOR
NAVIGATION
INFORMATION
TO NAVIGATE
Time & Date
Reviews & Comments
Participants
Place
Location &Transportation
Price & Entrance
Detailed Information
THE ALTERNATIVE
SEQUENCE OF BEHAVIOR
BEFORE DURING
Blogs
Find people and events
Specialized wesites
Detail information
Guides
How to arrive &
General data
40%30% 30%

7. MARKET ARENA
Quantitative Research
Ceate a business design question
regarding the topic under investiga-
tion: Do living rooms nowadays have
a status quo purpose or a more
functional one?
Market research identifying what
companies are designing nowadays
and creating surveys focused on
identifying the functionality and
environment both in people’s cur-
rent and ideal living rooms.
Collect numerical data on how the
living room space is evolving and
start doing cross-references between
questions to identify interesting
trends.
Simple-Complex
Cold-Warm
SOFAS EVIROMENTS
FUNCTIONALITY EVIROMENTS
One function-Multifunctional
Family room-Show room
VARIABLES
1 2
41%
35%
12%
10%
SHOWROOM
FAMILY ROOM
MULTIFUNCTIONAL
SINGLEFUNCTION
In the creation of environments, the tendency is to
show off your personality, more than functionality and
family usage.
USE &
FUNCTION
GENERAL
INFORMATION
LIFESTYLE
& DECORATION
SURVEY TOPICS
PREFERENCES
AND IDEALS
42% 58%
MALE FEMALE
18
NATIONALITIES
AGE
90%
19-34 YEARS OLD
Trends depending on
personal demographics
and on lifestyles.
Correlation between
behavios and lifestyle
around living rooms.
Usage of their current
living room to know how
multifunctional it is.
How their ideal living
room differs from their
current one.

8. PRODUCT REALITY
Trend Forecasting
Online Research on upcoming trends
for office spaces, analysis of what
companies were doing and propos-
ing.
In depth observation at Salone del
Mobile and Salone Ufficio during
Design Week.
Match info and define common
areas between the online research
and the observation.
The final outcome was the creation
of an Online Magazine composed by
articles based on trends regarding
the future of offices and including
the design of the layout.
2013

9. “RADICCHIO ROLLS”
Academic Project partnership with
Royal Rose, 2013
Group project with Ananya
Poomanosh (Thailand) and Rafael
Osorio (Colombia).
Royal Rose, a major producer of
fresh radicchios in California, is
aiming at improving the core busi-
ness through design to confront the
external changes and get ahead of
the future trends in the market.
The project encourage the
company’s growth by expanding
their product offering to other
category and introducing new
market strategy to attain the finest
outcome.
The new product follows the key
aspects, showing radicchios as
trendy food with high functionality
encouraging the consumption,
improving the perception on taste,
reinforcing the brand, and develop-
ing a new and engaging experience.
RadicchioRollsBY ROYAL ROSE
COVER THE
RADICCHIO
DRILL
THE HOLE
FILL IN
THE HOLE
CUT THE
SLICES
PACK THE
PRODUCT
Radicchio’sRoll
1
2 3 4 5
Trends in Consumption
Concept
Product

10. “RADICCHIO ROLLS”
Initially, the research on the
company’s product, market needs,
and competitions were accom-
plished to explore opportunities to
merge with latest food trends and
technology based on American food
consumption culture. The results of
the findings were then transformed
into a more concrete business idea
and design concept.
A scenario of product experience
was created to understand the mar-
keting and brand strategy used at
each distinctive touch point.
By changing the nature of its compo-
nents, Radicchio Rolls will add value
and create new ‘moments’ for Royal
Rose’s radicchios - moving them
from fresh vegetable to cold zone,
from side ingredient to main dish,
reshaping consumer’s perception
towards them as salads to gourmet
foods, as well as promoting their
versatility and improved taste which
contribute to higher profitability in
the end.
RadicchioRollsBY ROYAL ROSE
Gourmet Versatile Bettertaste Easyto eat

11. “MDF RED BOX”
Academic Project partnership with
MDF Italia, 2013
Group project with Joyce Georgewill
(Nigeria) and Zhao Liu (China)
The objective was to help MDF Italia
company shift from a tangible good
producer and seller to an intangible
experience provider by Branding
through Design. MDF Italia is a
Milan-based furniture designing and
manufacturing company. With its
strong identity, plays a leading role in
most of the 43 countries.
From a deep analysis of the brand,
the product and the market, the
most important findings are:
1. MDF Italia is simplicity, innovation,
research and “culture of making”
2. The 3 iconic products were very
important to the company both from
brand awareness and the sales
records.
3. Crowdsourcing, digital shopping
and usage of visualization tools are
all very trendy nowadays.
Strategy
RED BOX
ONLINE OFFLINE
“A living Co-creation project”
WEBSITE BRIEFRED BOXES IN
THE CITY
VISUALIZATION
TOOL
ONLINE
COMMUNITY
INTERACTION
& VOTE
CO-CREATION
COMMUNICATE
BRAND VALUES
PARTICIPATE &
GIVE FEEDBACK
CUSTOMERS
Situation
RETAILERS
SHOWROOMS
AGENTS
MDF ITALIA
MEDIATORS
1 WAY COMMUNICATION

12. “MDF RED BOX”
The strategy proposed to MDF Italia
is called The MDF REDBOX, a living
co-creation project divided in 3
parts: Co-creation, Interaction and
Limited Edition.
CO-CREATION: MDF will collaborate
with university students to test,
re-design, present proposals of the
iconic products and share them
online.
INTERACTION: There will be MDF
installations in several public places,
engaging people by mobile applica-
tions, interactive screen walls and
the real iconic products.
LIMITED EDITION: MDF will launch
the Limited Edition of the products
that were created with the students
and voted by the public.
During the whole strategy, the web-
site would act as a platform, for
people to involve into co-creation,
for business partners to corporate
efficiently and for end-consumers to
purchase easily.
CO-CREATION INTERACTION
LIMITED
EDITION
STUDENTS RANDOM PEOPLE COMMUNITY
THE MDF RED BOX
“A living Co-creation project”
CO-CREATION
TEST
PRODUCTS
PROPOSE
3 ICONS + 1 ENV
STUDENTS
RE-DESIGN
SHARE
COMMUNITY
1
2 3
SCAN
THE QR CODE
LOG IN
DOWNLOAD
THE APP
POINT
TO CUBES,
SELECT, VOTE
4
5 6
PICK
AN ENVIRONMENT
MOVE
OBJECTS TO
YOUR TASTE
RECORD
& SHARE
YOUR VIDEO
FIRST
T-BOX
SECOND
R-BOX
THE MDF RED BOX“A living Co-creation project”
INTERACTION

13. “MOMENTO:
Esperienza Picnic”
Academic Project, 2013
Deep analysis of a sector, identifying
a business opportunity and creating
a business model innovation based
on market preferences and future
trends.
Momento was born, answering the
people’s needs and providing a
Sharing Experience using as main
theme the Picnic, a fast growing
trend in consumption.
The business consists on create and
provide a package of products (food
and drinks) and services (info, activi-
ties and places where to go) for
people to have a complete picnic
experience.
49%
People partici-
pate in picnics
62%
Family gatherings are
outdoor activities
Most popular types
of outdoor participa-
tion is Picnic
1 of 4
Growth in online food
order and delivery
39%
Exponential Growth
Of Mobile Food Trucks
90%
Trends
Make different menus
and baskets
Receive the Momento’s
Basket
Deliver the packagePeople make the order
by phone or online
People go to the Food
truck (located on a park)
and buy the Basket
Brand Touchpoints
Choose the
menu
How it works
Concept
ESPERIENZA PICNIC
Momento
A package of products (food and drinks) and services (info, activities and
places where to go) for having a complete picnic experience.

14. “MOMENTO:
Esperienza Picnic”
Academic Project, 2013
Development of a business plan
including communication strategy,
potential market, quantity of sales,
pricing strategy, initial investment.
There were created a picnic basic
basket and two aditional kits to
complete the experience.
With this proposal, a picnic experi-
ence package will be avaiable for
people either if they order online or
in the Food Truck that will be located
in the most important parks of
Milan, and its for the whole year
because it will be for outdoor and
indoor environments.
Momento’s Products
For 2 People
Aditional Kit 1Momento’s Basket Aditional Kit 2
1 Blanket2 Pillows 1 Wine 2 Glasses
Food Menu
PaninoAppetizer DessertDrink Fruit Activity
Object
Locations Weather
Catalogue
Milan
1.3 MM
People from 15
to 64 years
871000
67% Population that
do Picnicking
427000
49%
100%
Potencial
Market
35000
8%
Potencial Market
Buyers
7200
20%
Business Plan
2013 2014 2015 2016 2017
250
500
1000
Return of Investment in the
THIRD YEAR
Year
Thousands
+ Aditional Kits
Next Season Menu
+ New Places
around Milano
Expo Milano 2015
“Nutrire il Pianeta”
2013 2014
2015

15. “FASHIONELE...
Locating Fashion”
Final Master Project, 2013
Project that started using the Design
thinking as theoretical framework to
understand the Fashion industry and
find a business opportunity.
After understanding the consumer
situation, it came up the need to fill
the gap between customers, shops
and brands by creating an online
platform that enhances the physical
shopping experience.
To conceive a business model inno-
vation, there was done a Case study
in order to have a clear idea of the
state of art, the trends and the
opportunities and viability of the
proposal. A fashion advisor, a search
engine for fashion and a database
with filters were used to create the
concept.
Travel Affiliate
Program (businesses
sends clients to
TripAdvisor or
Tripadvisor direct
traffic over those
websites)
Airlines
Hotels
Attractions
Travel sites:
Expedia.com,
Booking.com,
Zuji.com,
HotelClub,
Hotels.com.
Platform development
Advertising
Logistics
Advisor
Trust-Participation
Certificate of
Excellence
B to C
Online global
community of
travellers of all kinds
B to B
Hotels
Restaurants
Attractions
Flight companies
Rental agents
Know How
Infrastructure
Platforms
Human Resources
Marketing and Advertising
Revenues come from business:
1. Click-based advertising: 77%
2. Display advertising: 13%
3. Subscription revenue: 10%
Website
App
City guides
Media Tools
PARTNER NETWORK ACTIVITIES VALUE PROPOSITION CUSTOM RELATIONSHIP CUSTOMER SEGMENT
RESOURCES DISTRIBUTION CHANNEL
COST STRUCTURE REVENUE STRENGHTS
Business Model Canvas
User-generated
content
Worldwide
community
Specialized
in fashion
Personalized
experience
Interaction
& Participation
Revenues
from business
Search
engine
Curator

16. Personalize
Gender - City
Get inspired
Looks - Hashtags
Locate
Filter
Go Shopping
Brand Profile
Share
Profile -Favs
Get adviced
Location & style
“FASHIONELE...
Locating Fashion”
The proposal consists of an online
platform that will allow people to
locate their DESIRED fashion shop or
brand, according to their styles,
preferences and needs. On the other
hand, FASHIONELE will help brands
and retailers through business intelli-
gence to acknowledge the decisions
and tackle the demands of their
customersand and to advertise and
promote their brands through prox-
imity and style based ads and
discount for check in.
A community will be created, chang-
ing the role of consumers from a
passive audience into an interactive
one, enhancing the physical shop-
ping experience and pushing the
dynamic and always growing Fashion
Industry.
The App mock up was designed and
tested.
A FASHION & STYLE LOCATOR

17. “FURNITURE
DESIGN”
Designed for Moduart, 2012
Market research, concept develop-
ment and final design of RTA (Ready
To Assemble) furniture, considering
specification of materials and way to
assamble.
Development of two pieces of furni-
ture that match in aesthetic form
and belong to a product line. Some
pieces were marked and showed
using different calibers. The color
combination highlights and distin-
guishes front drawer and doors.

18. “FURNITURE
DESIGN”
Designed for Moduart, 2012
Benchmarking and trend analysis
regarding functionality, color pallete,
materials and size.
Product development, production
feasibility analysis, pricing strategy.
Furniture in white and black combi-
nation that answers the need of
functional furniture. Both of them
serve multipurposes. The library is
also room divider.

19. Natalia ForondaINDUSTRIAL & BUSINESS DESIGNER
foronda.natalia@gmail.com
+39 3207457870
Milan, Italy