pane e marameo
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BRAIN
STORMING
LATTERIA
MILANHEALTYCITY
white cow
smells
mustache ofmilk
muuuuu
kids
olderpeople
bottle ofmilk
new:tetrapack
notprocessed
helthy nutrition
good moring
nature
daily
rutine
gathering/socializing
freshness
neighborhood
Km0
slow food
foodfestivals
rooffarms
nutritionaltrend
pomodoroesselunga
rescuing roots
being in shapefitness focusorganic
healthy well
produced
morning
night
aperitivo
grey
speed
brunch
sunday free
day
sociallife
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CLUSTERING
+ +VALUES
no processed
icony of popularculture
healthy nutrition
good moring
nature
daily rutine
gathering/socializing
freshness
neighborhood
TRENDS
Km0
slow food
food festivals
roof farms
nutritional trend
pomodoro esselunga
rescuing roots
being in shape fitnessfocus
organic healthy well
produced
kids
TARGET
elderly people
familiesteenagers
students
workers
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WHAT IF SCENARIOS
1. MERENDA AFTER SCHOOL 2. COUNTRY SIDE EXPERIENCE
Design Opportunity: Waiting Times Kids/Parents Design Opportunity: Bring Nature Into A Grey City
helthynutrition
good moring
daily rutinefreshness
neighborhood
kidselderypeople
parents
nutritional trendfoot bus
Km0
creative community
house kinder garden
rescuing roots
VALUES TRENDS TARGET
helthynutrition
nature
gathering/socializing
freshness
roof farms
californiabakery
slow food
home made
nutritional trend
familiesteenagers
students
VALUES TRENDS TARGET
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- full-time working parents dont know between them- working parents need support to pick their kids up from
school, many ask for help to a third person.- most frequent question made by kids when they meet theirparents after a long school day is whats for dinner?- the imaginarium of latteria is focused on flavors and testingsof products more than the purchasing- some kids have activities after school such us sports, arts andlanguages courses.- Granma or a nanny often pick them up. If its the nannyparents prefer her to come home directly with the kid; granmainstead like to cook themselves the merenda
1. MERENDA AFTER SCHOOL
kidspeople in charge of
kidsparents
PROTOTYPING:
GATHERING AND VALIDATING INFORMATION
Method used: interviews
TARGET
daily rutinesfood consumption habits
particulare needsimaginarium about old latteria
FOCUS ON
INSIGHTS
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PROTOTYPING:
GATHERING AND VALIDATING INFORMATION
2. COUNTRY SIDE EXPERIENCE
Method used: interviews
TARGET
FOCUS ON
INSIGHTS
young peoplefamilies
free timeimaginarium about old latteria and milanidentitytypical place to go in the cityaperitivo perception and alternatives
why pay for something I can get for freetheres not really a family place inside the cit y besides parkswe go away over the weekendlatteria was an icon, right now Milan is well known for deisgnand fashionI would love to have a cool place with quality food but notthat expensive
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2. THE MILKY WAY1. MERENDA AFTER SCHOOL
helthynutrition
warmatmosphere
slow food
no processedamateur usersbecomesprofessional
30-50 yearsold qualityorientedpeople
qualified
nutritionwhite/ iconic
white/ iconic
daily
rutinefreshness
traditional
neighborhood
slowfood
nutritionaltrend
foot bus
kids
parents
Km0
childhood
Design opportunity: waiting times kids/parents Design opportunity: create a strong icon for Milan basedon a universe of experiences
POSSIBLE SCENARIOS
VALUES TRENDS TARGET VALUES TRENDS TARGET
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PROTOTYPING: POTENTIAL EVALUATION
EXISTING SOLUTIONS WITH SIMILAR FEATURES
kindergardenfarmer marketGASafter school courseshappy bus
eatalybianco lattecorso como 10peck
DESIGN OPPORTUNITIES
1. MERENDA AFTER SCHOOL 2. THE MILKY WAY
-traditional milk-based high qualityproducts-traditional icons
-fresh but elegant products-heritage connaisseur-special edition from different manifactors
-provide healthy food during snack time-picking up kids from school-take care of them untill parents arrive-offer fresh ingredients in a traditionaldinner menu package-provide a gathering space for kids andparents around the neighbourhood-connect local food providers to customersdirectly in the neighbourhood
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FINAL SCENARIO
helthy nutrition
daily rutine
socializing
fresh food
childhoodquality time
neighborhood
slow food
time flexibility
nutritional trend
foot bus
Km0
childhood
kids
parents
Design opportunity: Create a safe neighbourhood solutionbased in local produced food, focused on the merenda timefor kids and on the dinner for the whole family, consequentlya space for socializing.
VALUES TRENDS TARGET
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PERSONAS 1.
GIULIAFull-time worker momI need to pick up my child but I should be working
-late 30s-Industrial engineer
-works from 9.am to 6.00 p.m in Brianza-mom of 5 year and 8 year old kids-have breakfast with her kids before leave them at school-buys always healthy food for their children-is at work when kids go out from school at 16.00h
-knows just few parents from her neighbourhood-is interested in cooking but has time to cook good meals justduring the weekends-exchange recipes with friends and family-arrives to tired to go to the supermarket to search for dinner
-wants somebody to pick up her kids after school-finds a place where her kids can stay until she comes from work-be aware of what her kids are doing meanwhile she is in her job-meets the parents of her kids friends in a more flexible time-wants a nutritious and balanced snack for her kids-trust-flexibility of time
-place her kids in a healthy environment-Socialize with her neighbourhood-healthy and varied diet
NAMECHARACTERIZATIONCLAIM
BACKGROUNDGOALSNEEDS
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SYSTEM MAP
www
Suscription Week
WeekendTesting
Merenda
7:30
8:00 18:00
18:30
16:00
16:30
MENUMENUMENU
GOHOME
CheckIn
CheckOut
MENU+
Tasting Area
Buy
WaitingArea
www
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SYSTEM MAP A.
www
Suscription Week
WeekendTesting
Merenda
7:30
8:00 18:00
18:30
16:00
16:30
MENUMENUMENU
GOHOME
CheckIn
CheckOut
MENU+
Tasting Area
Buy
WaitingArea
www
A
www
Suscription
Testing
www
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Week
Weekend
7:30
8:00
16:00
16:30 ChecIn
www
Suscription Week
WeekendTesting
Merenda
7:30
8:00 18:00
18:30
16:00
16:30
MENUMENUMENU
GOHOME
CheckIn
CheckOut
MENU+
Tasting Area
Buy
WaitingArea
www
B
SYSTEM MAP B.
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SYSTEM MAP C.
www
Suscription Week
WeekendTesting
Merenda
7:30
8:00 18:00
18:30
16:00
16:30
MENUMENUMENU
GOHOME
CheckIn
CheckOut
MENU+
Tasting Area
Buy
WaitingArea
www
C
Merenda
18:00
MENUMENUMENU
www
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SYSTEM MAP D.
www
Suscription Week
WeekendTesting
Merenda
7:30
8:00 18:00
18:30
16:00
16:30
MENUMENUMENU
GOHOME
CheckIn
CheckOut
MENU+
Tasting Area
Buy
WaitingArea
www
D
18:00
18:30
GOHOME
CheckOut
MENU+
Tasting Area
Buy
WaitingArea
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PARTNERSHIP
Local producersCentrale di latteTown Hall
KEY ACTIVITIES:
collect food fromlocal producersdesigning fresh menuorganizing localfresh food tastingarranging merendatimeweb platform
managementtransport kids fromschool to pane emarameo
KEY SOURCES
locationfoodpeopleweb-based platform
V. PROPOSITION
Create a safeneighbourhoodsolution based inlocal producedfood, focusedon the merendatime for kids andon the dinner forthe whole family,consequently a spacefor socializing.
CUSTOMERRELATIONSHIP
face to faceinteractionparents on-lineprofile
CHANNELS
www.panemarameo.compan e marameoplace (latteria)mouth spread
CUSTOMER SEGMENT
5-10 year oldkids attendingelementary schoolfull-time workerparents
human resourcesproduct purchasestorage cost
Subscription feefee from special eventsdinner box selling
State AID
BUSINESS MODEL CANVAS
REVENUE STREAMCOST STREAM rent of the locationservices of the location
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SCHOOL DISTRUBUTION IN THE CITY
Schools in Milan are spreadout in the city, but quiteclose one to the other
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PANE E MARAMEO: NEIGHBOURHOOD DIMENTION
Pane e Marameo is thought atneighbourhood dimension and it cangather kids up to three schools; in this wayeach neighbourhood has its own Pane e
Marameo, kids can easily reach it with thefoot bus
S
S
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SPACE CONFIGURATION
Each Pane e Marameo can change and have differentconfiguration of the space, to play, taste old traditionalflavours, spend quality time both for kids and parents.
merenda room/Kidss play W/C
kitchen information/staff area
guardarobe tasting + display shelvesentrance parent s waitingroom
IN ERIOR CONFIGUR IONS
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INTERIOR CONFIGURATIONS
KIDS AREAS
eating spaces
playing world
tasting
merending
table gamingexploring/discovering
experimenting
INTERIOR CONFIGURATIONS
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INTERIOR CONFIGURATIONS
PARENTS AREAS
waiting tasting
choosing&packing
purchasing
FOCUS ON
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FOCUS ON
PANE E MARAMEO PRODUCTS AND SERVICE
Tasting area as a way to go back to old local flavours andrediscover foods and recipes
A varied diet is very important to have a good nutrition, butparents often dont have the time to think about whats fordinner
LOCAL FRESH FOOD MENUSELECTION FOR DINNER
RECIPES
BRAND IDENTITY
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BRAND IDENTITY
The concept for the brand image comes from the oldtraditional Latteria and the figure of the lattaio
reiterpreted with a kid eye. This is what lead thedesigning of graphics and the selection of materials forthe apron, the interiors and the packaging box.
THE HONEST MILK MAN FINAL CUSTOMERTHE FOOD BAG
ON LINE PLATFORM
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ON-LINE PLATFORM
www.panemarameo.com
The website Pane e Marameo is tought to support parentswhile gathering information about kids activities anddinner menus; and at the same time becomes a space toshare information and insights among them
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STORYTELLING
LOCAL FRESH PRODUCTS
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LOCAL FRESH PRODUCTS
8:00 ARRIVING AT SCHOOL
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RR G L
16:00 FOOT BUS PICKS KIDS UP
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FOOT BUS ON ITS WAY TO P&M
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WELCOME AT PANE E MARAMEO
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MERENDA TIME
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EATING , PLAYING AND SOCIALIZING
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PARENTS ARRIVAL
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CHOOSING A FRESH DINNER TOGETHER
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NEIGHBOURS GO HOME TOGETHER
WI H HEIR KI N HE L INNER!
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WITH THEIR KIDS AND HEALTY DINNER!
PANE E MARAMEO AS A NEIGHBOURHOOD HEALTHY ICON
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GROUP MEMBERS
ANGELICA
BENIAMIN
CARMELO
KHAILY
MARIA CHIARA
MIGUEL
YUZHOU
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