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MILANODAL 1913
Pitch
Busness Problem
Extreme User
Demo Video
Objective
Chinese Market
Opening & Framing
Brand Analysis
Process
Journey Framework
Interactions
Wireframes
Touchpoints Map
Why It Matters
Agenda
We reimagined Prada’s landing page with an artistic approach to appeal to Chinese consumers so they can learn more about Prada’s design vision.
The Pitch
Middle MarketHigh-End Market Low-End Market
When Italy’s long-standing economic crisis started to affect Italian consumers, luxury goods were no longer regarded as ‘affordable’ as they used to be, resulting in slow current value growth for Italian’s luxury brands.
Business Problem
“”
If we understand what the extremes are, the middle will take care of itself.
Extreme User
- Dan Formosa, SMART Design
Consumers are also becoming more sophisticated in terms of choosing luxury products, going beyond the best known brands such as Louis Vuitton.
Chinese Market
affordable luxury
absolute luxury
high demand
low demand
Louis Vuitton
Prada
affordable luxury
absolute luxury
high demand
low demand
Louis Vuitton
Prada
CURRENT PRADA BRAND POSITION IN CHINA PROPOSED PRADA BRAND POSITION IN CHINA
Prada is currently expanding their brand to the Chinese market but are overshadowed by affordable luxury brand Coach.
Meanwhile, well established Louis Vuitton is losing market due to overexposure of their brand.
CoachCoach
We propose to increase brand awareness to move Prada into higher demand within the absolute luxury market.
Our landing page will increase site traffic and brand equity
Opening
Middle East 3%
Asia 50%
Italy13%
Europe22%
America12%
International 34%
Other 1%
North America 65%
Sales Comparison
Opening
Framing How can we capture the Chinese
market to increase brand equity without compromising exclusivity?
Finding interest through discovery
We made a new landing page for the Prada site to educate consum-ers on the story and process behind each of Miuccia Prada’s work.
After each season, the product line for the season disappears. - This both retains exclusivity but builds brand equity as potential custom-ers continue to view Prada’s new offerings weekly.
Objectives
Demo Video
Social Media
Process
DESIGN
INTANGIBLE VALUE
Kindle relationship between the creator and consumer
Understand the craftsmanship behind each product and becomes more than a name and a logo
TRANSFORMATIONAL METAPHOR
Deck of cards + Advent Calendar
EXPERIENCE DESIGN
Initially an application
PERCIEVED VALUE
COGNITIVE OVERHEAD
Receive regular traffic from social media applications such as Weibo and WeChat rather than to download a Prada application
Affected by the situation, context and presentation
BUSINESS
NOISE + TRAPS
Targeting current luxury consumers to reinforce and increase brand loyalty
BUSINESS VALUE
Enhanced experience increase brand equity through potential customers
CORE GOAL
To increase brand equity, value of a business carried forth by a name
Perspective
Strategy
Value
Experience Engagement
was used for
affects the
is
increases
was
Discover through social media, or word of mouth.
Show interest by visiting the offi-cial website.
Returned to the land-ing page to get inspired by the coming season.
Awareness Consideration 1st use Continued use
Promoting by the new website landing page.
Viewables of released collages.
Element of surprise with released and locked collages.
Use of collage to show Miuccia Prada’s visions.
Educate audiences with design process of selected product.
Updating content every week based on the theme of that season to maintain traffic
customer POV
business POV
TouchpointSuggestion from friends, family or social media.
Visit new landing page, learn more about brand equity.
Discover current season’s concept through collages.
Learn more about Prada’s vision and values.
View product’s design process
Re-engage for upadates and inspirations
Get aspect of current season’s concept.
Continue to understand season’s concept with different collages.
Select interested product and view it’s design process.
Interaction
loading page view alldiscover
collage/art piece
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed elementum odio tellus, quis congue est rhoncus vel. Duis massa justo, bibendum eu nunc eu, luctus tincidunt ante. Ut et neque tellus. Proin id nulla ante. Nunc et nunc dignissim, faucibus est et, blandit lacus. Morbi in hendrerit arcu.
product infomation pop-ups
Spring Summer 2015 Collection view all go to site
designed by: Q-TA
PradaPrada
Prada Prada
Prada
saffiano lux double bag
Initial Wireframe
PRE-SERVICE DURING-SERVICE POST-SERVICE
Word of mouth
Social media
Website
Sales Associates
Suggestion from friends or family.
Encounter information from social media (webio, wechat).
Visit new landing page, develop understanding of Prada.
In-store experience with staff members.
Receive notifications from social media for new website updates.
Check new art piece released each week.
Word of mouth.
Old touchpoint map
New touchpoint map
CHANNELS
P
P
P
P
P
P
P
Touchpoints Map
Customer Value
Customers will be able to under-stand the craftsmanship behind each product to show more than just a brand name and logo
Business Value
This online interface will give prada the opportunity to build brand equity amongst potential customers.
It creates an experience that goes beyond the mention of the product and its branding.
Why It Matters
images:http://www.picpicx.com/wp-content/uploads/2014/09/2a8dc991666ed0a766ad41159fe6b92c.jpghttp://media.moddb.com/images/groups/1/6/5120/Grass_Field.jpghttp://hdwbin.com/wp-content/uploads/2015/02/sky-hd-wallpaper-1920x1080.jpghttp://www.desktopwallpapers4.me/digital-art/clouds-and-blue-sky-21335/http://www.thisisarequiredfield.com/home_files/field1.jpghttp://www.balloonsandweights.com/wp-content/uploads/2013/02/5DecoratoCanaryYellowBalloons.jpghttp://www.balloonsandweights.com/wp-content/uploads/2013/02/5DecoratorSkyBlueBalloons.jpg?4da1c3http://pngimg.com/upload/balloon_PNG596.pnghttp://dreamatico.com/data_images/space/space-4.jpghttp://dreamatico.com/data_images/space/space-6.jpghttps://c1.staticflickr.com/3/2929/14130934734_6fc9ca2100_h.jpg
Websites:http://www.bain.com/about/press/press-releases/chinas-luxury-market-shrinks-in-2014-press-release.aspx http://www.theguardian.com/fashion/2014/sep/21/luxury-goods-gucci-prada-china-resistance-to-blinghttp://www.economist.com/blogs/economist-explains/2014/04/economist-explains-17 http://www.pradagroup.com/uploads/prada/document/document/25/Slides_ANALIST_CALL_Q3_2014_6_final.pdfhttp://www.businessinsider.com/chinese-luxury-shoppers-are-taking-over-2015-1http://www.portal.euromonitor.com.proxy.lib.sfu.ca/portal/analysis/relatedtab
books:Berger, W., Mau, B. (2009). Glimmer. Random House: Vintage Canada.
Newbery, P., Farnham, K. (2013). Experience Design: A Framework for Integrating Brand, Experience, and Value. New Jersey: Wiley.
Reference