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I carefully chose the projects in this portfolio to showcase my ability to use innovative user research methods, translate them into useful and attractive insights that can easily then be transformed into tangible, readily applicable solutions that are always on-brand and can seamlessly be incorporated into the current product and service portfolio of the company.
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Facts about me
I love working in teams. 1
When I don't know how to do something I ask. 3
I love working on projects thatcreate a strong emotional
experience. 5
I do indulge in things that are made with attention to detail. 7
I love how trends come from everyday people and everyday life. 4
I am always searching for the big idea. Most of the times I find it. When not I take out the toolbox.
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I like dealing with complexity and challenging myself with demanding projects.
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I always look for inspiration before I start designing. 2
My ideas may not be the easiest to apply but they are sure to
inspire interesting conversations.9*
* i prefer odd numbers
My beliefs
I think working with in a team is the absolute best way to learn and grow as a professional.
Brands will exist as long as there are offerings. It is not a bout the term it is
about building a relationship.
I think design thinking is a promising approach but can easily end up being a gimmick.
I do believe in proposals where every element is there for a reason and with a purpose.
I don't think that research is about terms and titles, it is about processes,
methods and solutions.
Sometimes it is refreshing to suggest something unexpected.
I believe brands should be meaningful and purposeful. 1
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5
7
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6
2
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* ...really
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An aspirational brand for Indian slumsMSc graduation project
2013
SANiR is an aspirational brand that was created to aid the implementation of an innovative sanitation solution in Indian slums. The project is a part of the Bill & Melinda Gates Foundation's Reinvent the Toilet Challenge. The foundation has asked top Universities all over the world to help invent the toilet of the 21st century which is going to be implemented in urban slums to help eliminate the problems that the lack of sanitation imposes to the lives of millions.
This brand was created to make sure that slum dwellers are going to deeply engage with the solution. The building of the brand was based on the notion that because you give people something they need it does not mean you don't have to make them want it.
LITE
RATU
RE R
ESEA
RCH
BRANDING FORNOT-FOR-PROFITs
BRANDING FORSOCIAL BUSINESS
BRANDING FOREMERGING MARKETS
BRANDING FORBOP
MARKETS
BRANDING FORSANITATION
INTERNAL ANALYSIS
THE BILL & MELINDA GATES FOUNDATION
THE RTTC TEAM
PREL
IMIN
ARY
GUID
ELIN
ES
BRAN
D DE
SIGN
GUI
DELI
NES
EXTERNAL ANALYSIS
CONTEXTRESEARCH
FIELD RESEARCH
RESE
ARCH
QUES
TION
S
BRAND CHARACTERISTICS
BRAND COMMUNICATION
IMPLEMENTATION
The research process
Client:
EVERYDAY ARTEFACTS
HOUSEVISITS
SOAPSESSIONS
DREAMSTORE
Generative sessions applied in the field with prospective users
http://www.gatesfoundation.org
Key Learnings
TECHNOLOGYOPTIMISM
EMPOw
ERMENTEq
UALI
TY
YOUTHFULNESS
PROFESSIONALISM
SOCIA
L RES
PONSIB
ILITY
EqUALITYRELIANCE
COMM
UNITY
EMPO
wERMEN
T
SUSTAINABILITY
OPTIMISM TECHNOLOGY
TECH
NOLO
GY
PROFESSIONALISM
EMPOwEREMENT
creates
is transferred to
possible aspirational value: Inclusive
possible aspirational value: Stable, securetrustworthynon-aggresive
Tools used during internal, external analysis and brand building
Elements of the brand identity and visual identity and exemplary touchpoints.
Trends and user behaviour patterns Competition perceptual mapping Value extraction circle
TEch
nolo
gy
ProfEssionalism
EmPowErEmEnT
oUr Vision
oUr ValUEs
We are going to be the brand that will revolutionise sanitation. Using improved sanitation as a platform we will transform how slum dwellers see themselves and how the world sees them.
oUr PromisE
We are committed to innovation, social and technological, in support of one axiom: that power that can be found in the most unexpected places.
. Brand building is not a "one-size-fits-all" process. Every brand needs to be built according to the needs of its environment (internal and external).
. Innovative user research methods, tailored to the user's culture, needs and philosophy of working lead to more in depth results.
. A brand that is created to steer the innovation process should be translated into useful tools fitting to the working philosophy of the team.
.The more you break down the brand the more you understand what you have created.
. Brands are not a play with words. They can be guiding lights in any uncertain, competitive market.
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A new approach to street furniture designGroup project
2013
This project was developed for the Dutch based street furniture company, Streetlife. The company asked for a product that will help increase the livelihood in small European cities, as they are threatened by the big city centres, and as a result will lead to increased shopping activity (without necessarily promoting commercial activities).
The project was executed by a multidisciplinary design group, including strategic, interaction and product designers including all the necessary steps from research to concept development and prototype building.
Tools form the Vision in Product Design methodology were used for the research infused with user centered tools such as context mapping.
The results of the research were translated into visuals,graphs and moodboards that facilitated the concept generation.
BOOSTFLEXIBLE
CONTRAST
CHALLENGING
Client:http://www.streetlife.nl/
The brand
The user and context research was paired with company analysis and brand positioning.
The final solution includes the improvement of flow (physical and psychological) in the city. With the combination of increasing physical challenge, exploration and ambient atmosphere created by the use of light, the product will engage the user in a new, unexpected but not alien to the context type of interaction.
The brandkrook
Stakeholder Mapping Competitors Mapping
My Contribution. Literature research to usable insights
. User Research
. Field Research
. Brand & Company analysis
. Concept Generation
. Visual image
Key Learnings. Methods and tools require a certain amount of experience before successfully applied and tailored to the needs of the process.
.It is important to edit the results of the research to the absolute necessary so that concepts can be successfully generated.
.The best result is achieved when each team member is appreciated for his/hers strengths but is also challenged with new tasks.
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A sustainable airport
Simplify is strategic thinking applied for Schipho’s sustainability. Amsterdam's airport Schiphol wanted to communicate its actions in the area of sustainability in a more effective manner that would engage the user in an information rich exchange.
The work that started with uncovering the user’s perception of sustainability ended up in a strategic game that will help creative teams that work for Amsterdam’s Airport Schiphol to come up with new, innovative and useful ideas that will effectively communicate Schiphol as a sustainable airport.
Mapping of the company’s existing actions.
Touchpoint analysis and opportunity uncovering.
Group project2012
Client:
http://www.schiphol.nl
1. Game Set-Up
2. Concept Generation
3. Idea Generation
4. Idea Assessment
5. Making Ideas Real
.Secondary Research
.User Research
.Brand Analysis
.Visual Design
.Prototyping
.There are always unexpected results about the user's perception and knowledge, highlighting the importance of thorough user research and the uncovering of latent needs.
.The importance of a multidisciplinary team.
.The necessity of low-fi prototyping during the design process.
My Contribution Key Learnings
The steps of the game.
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A limited editions e-strategy for the European market
Amsterdam-based stroller brand Easywalker is looking for a way to enter the e-shopping realm without causing channel conflicts with its existing retailers all around Europe.
In order to avoid channel canibalisation and to overcome the problem of cross-border shopping a “limited edition strategy“ was developed where the brand would only sell special editions in limited numbers of its latest model. That way the brand equity would increase (plus for existing retailers) and Easywalker would be able to explore the new waters in a safer way.
Group project2012
Tools used during research and analysis of the e-commerce European market
Competition mapping Purchase decision main influences
Price
Drive
abilit
y
Fram
e qu
ality
Light
· weig
ht
EasywalkerJune
BugabooCameleon
Maxi CosiMura 3
StokkeExplory
Fun
and
Adve
nture
Seat
/inlay
qua
lity
Ease
of u
se
Eco-
Frien
dline
ss
Acce
ssor
ies
Com
forta
blene
ss
Qualifiers winners
Ease
of b
uying
Com
pact
ness
product form competition
product category competition
generic competitionbudget compettiion
Customer profiling Blue ocean strategy canvas
Client:
http://www.easywalker.nl/
Key LearningsMy Contribution
. Trend Research
. Secondary Research
. Information Architecture
. Brand Analysis
. Concept generation
. Graphic Design
. E-commerce is not the mature market is appears to be.
. The balance between e-commerce and physical retailers is quite delicate.
. The hesitance that comes with cross-border shopping is yet to be overcome.
. The brand should be effectively communicated throughout the channels, online and offline.
The look of the company's website when the limited edition campaign runs.
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Exemplary elements of the proposed strategy
The “rainproof“ London June.Four major European urban centers, four limited edition strollers.
GAMUT. The birth of a fashion brandConsulting Role
2012
GAMUT is a fashion lab fashion brand that was created for the European market.
The business plan written included all the necessary parts that a start-up company should look into. This project gave me the chance to look to a project more holistically and take a taste of how demanding entrepreneurship is.
Logo
Brand values look-book
Brand’s pillars
Key LearningsMy Contribution
Sample work for the trend research and market analysis
. Brand Development
. Brand Image
. Trend Research
. Customer profiling
. Communication Design
. Target Group Definition
. Fashion is a very case specific, competitive, sensitive market.
. One's passion cannot necessarily be translated into a successful career.
. Brand strategies for the fashion industry allow more freedom for experimentation but they also include the risk of not being "new enough"since everything is now moving so fast.
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Mega trends Moodboards Real Life Fashion Moodboard
The New Fast Fashion Moodboard Sample of the marketing plan.
STIL IN BERLIN
http://notcouture.notcot.org/
http://www.polkadot.it
http://www.farfetch.com/
http://stilinberlin.blogspot.com/
http://www.stylescrapbook.com/
http://www.fashionising.com/
http://fashionbloggers.nl/
http://fashion.blog.nl/
Printed Media
Bloggers Sites
http://www.style.com/
http://margin.tv/
email: [email protected]. no: 00447582171543Linkedin: http://www.linkedin.com/pub/spyridoula-oikonomou/27/892/bb9
