in October 2015 I arrived in Italy to study Strategic Design at Politecnico di Milano.
This project was a study exercise aimed to educate us in service design tools, - and become the start of my personal discovery of italian approach.
In this exersice the research and analysis part was done in a group, and developing the service proposition was an individual work.
My group chose Eataly.
We analysed the businness model of Eataly, and then created 3 extreme personas to help us understand issues and possibilities.
Vittoria Rubini was an invention of a group, and making her customer journey was my job. I went for an observation again to understand, how this person can perceive the store space and purchase experience.
Vittoria is attentive to details and curious, and she appreciates having such resource of information as farmers, available for a chat right in a store. Bookshop and communicated by the store layout quality of products makes an impression on her.
Nevertheless, she is stressed out by the nesessity to have an eye on her kids, the checkout queue, and the view of "unhealthy food" (as a strict vegan she can't stand the amount of prosciutto hanging from above)
When the individual work started, I had two possibilites:
- to start solving the problems: long queue, lack of places for children, store layout etc.
- or use the "the gut feeling" approach, learnt in Italian design class: to shift the prospective, to go for the intuition, ideas which are not clear but evoke real emotions in you.
So what is out there?
I desided to have an overview of consumption trends which I felt relevant and promising. These 4 trends: Movement to tangible, Slow Life, Co-creation and Mindfulness were then converged with 6 values of my persona, which are interconnected with Eataly brand values.
While put in one container, they give a chemical reaction and result in Eataly Lab service proposition.
While put in one container, they give a chemical reaction and result in Eataly Lab service proposition.
The service proposition is to organize the temporary space in the shop, when people can experience new products, new way of consumption, share experience and relax.
In the huge space of the shop its easy to feel yourself a child again, to uncover your curiosity and creative approach. Victoria, my persona, reason to visit Eataly is that she wants to have a quality time with her children. Instead of providing the supplies for that, Eataly can provide the whole space and opportunities for this.
Service system map
Actors map
Changed businness model
[outcome]
I have experienced a different way of thinking and designing with this project, and experimented with new ways of presentation. My maps are "inversed", with the direction from outside-in, which is not a common way of doing it. I aimed to convey the sences, feelings, taste, this creative "inner kitchen" process. This publication is another attempt to make it visible.
