1) Vá na Fé
Challenge
Create a product that makes the importance of design in business tangible to be presented to the clients of an agency that has difficulty understanding how design is transformative within small and medium-sized companies
Role
Product Design, Research, Visual Designer
Solution
The solution was to create a prototype that presents the business model, concept and design to the client. The intention is for the presentation to justify the importance of hiring a design professional and to show the differential of a company that adopts design in its process.
Date
2016
2018 (review)
Talking to real users
More than a decade ago the Danish Design Center developed a Ladder of Design, the ladder is a classification of the level of incorporation of design in a company. The ladder was published in the article “The Economic Effects of Design” by the Danish “National Agency for Enterprise and Housing” in September 2003. The ladder is simple and is represented by four levels, if the company is on the first rung it means that it is not uses design, in the second step it makes use of design for style and appearance, in the third step design is part of the development process and in the fourth and last step the company considers design as a strategic element.
Following the Design Staircase methodology, Sebrae, the Brazilian Support Service for Micro and Small Companies, created the Design Self-diagnosis, a tool that helps to understand the level of use of design in a company. The self-diagnosis was performed using this link http://www.diagnosticodesign.sebrae.com.br/, after registering and logging in, there were some questions regarding the company and the design, then the user was instructed on how to proceed to improve the use of design in the business, to access it it was necessary to have a CNPJ, but at the moment the link is not available.
medium-sized business owners answered
the questionnaire
do not use design
in the company
use design only for style in the company
design is part of the development process
the company considers design as a strategic element
52
23
26
2
1
Proto persona
Luciana Alves,
33 years old, lives in
Salvador BA, Brazil
Methodology
Design Thinking
Design Thinking is a human-centered model of thinking that seeks to create creative solutions and positive impacts, focusing on and using design tools. It is an innovative and practical methodology for problem solving and project design. This methodology can be approached in any situation, at all levels of its structure, in the search for innovation in business, processes, products and services.
Empathy
How can I approach my challenge?
Stage of understanding the challenge, surveying a well-structured research, identifying sources for inspiration and opportunities for innovation, observation, involvement and immersion.
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Definition
How to interpret my learnings?
Stage of searching for meaning, structuring opportunities, defining insights, transforming insights into actions and defining the problem to be worked on. Insights are insights into what has been learned from research and inspiration activities.
Ideation
How can I create?
INTERPRETATIONS
Deliver a product that shows the customer in practice a business that has design as a strategy using the proto persona's area of activity
Structuring the business with the Canvas Business Model
Idea generation stage, preparation for brainstorming and refinement and description of ideas. Moment that the Business Canvas Model was created.
Experimentation
Applying design techniques and tools to the business model
After the creation and development of the Business Model and the specification of all its elements, the application of techniques and design tools began in the built business model, that is, in the brigade.
A cookbook was created that makes reference to grandma's old books, but inside the book there are no pages, but all the steps and design applications created for the brigaderia.
01- BRIEFING
Important data present in the briefing for the project
What does the company sell?
The gourmet brigadeiro is a sophisticated version of the common brigadeiro. This concept stands out in the selection of high quality products, individual recipes and combinations of ingredients. To have a gourmet surname, the brigadeiro must also have a good presentation.
Requirements:
Search aspects of retro design and Bahian characteristics
About Salvador:
Salvador is known as the “cultural capital of the country”, cradle of great names in the artistic scene, with worldwide prominence. The streets of the Historic Center transport the tourist to the beginnings of the history of Brazil. Joy, creativity, musicality, folkloric and cultural wealth are inherent to the Bahian people, who took their main seasoning from the mixture of races and customs.
02- COLORS
For the project, three main colors were defined, which are: Blue, yellow and green, the three colors have a direct connection with the city of Salvador, located in Bahia and cradle of one of the most beautiful landscapes in Brazil, with a predominance of summer and beautiful beaches. In addition to the colors being part of the flag of Brazil, country of birth of the brigadier.
03- NAMING AND VISUAL IDENTITY
The naming chosen for the brand was "Vá na Fé" because it is a very common way of saying in the city of Salvador,
sentence strength and its contextualization with different situations. The phrase brings with it the answer to the main excuse for a person to refuse a brigadier, which is the fact of getting fat, but deep down they want it.
04- PATTERN
The Church of Nosso Senhor do Bonfim, also known as Igreja do Bonfim, is an icon of the Bahian faith and a postcard of the city. Outside the Church, the famous Senhor do Bonfim ribbons are sold, the ribbon is wrapped twice around the wrist and tied with three knots. Each knot precedes a request made mentally and that must be kept secret until the ribbon breaks due to natural wear, it is also tradition to tie a ribbon to the railing in front of the church, where there are thousands of ribbons tied. There is also Lavagem do Bonfim, considered the second largest popular event in Bahia, second only to Carnival. The church was built in a neoclassical style with a rococo facade. The grid in front of the church was all vectorized to compose the brand's pattern.
05- MEDIUM LOYALTY PROTOTYPE
The book box contains all the necessary files related to the design for starting a company, such as: briefing, contract, final proposal, approval of the stages, stationery, concept, social networks, website, visual identity manual, packaging, business card . loyalty card and creations for the brigaderia.
06- VISIT CARD AND LOYALTY CARD
07- PACKING
An issue raised regarding the packaging was sustainability, so the brand will not be printed directly on the packaging, as it can be reused in different ways, the brand will be printed on a tag and on the back of the tag there is a space to write a message for the person who will receive the gift. In addition to the tag with the brand through social networks and website, ideas for ways to reuse the packaging will be shared.
The brigaderia will have standard packaging corresponding to the four seasons of the year, but the calendar of dates will be made commemorative/important for the production of limited edition collections. The packaging below corresponds to the new year's collection, produced with one of the patterns of the brigaderia and in the "color of the year" version, because when eating the brigadeiro, the person finds their color of the year.
08- VISUAL IDENTITY MANUAL
09- STATIONARY
10- SOCIAL MEDIA
Testing solution/Evolution
The physical prototype was presented to 7 of the clients who had doubts about hiring the design service, 6 of the 7 clients closed a contract.
The project is being studied to be scalable to a digital platform. I have already received a proposal to purchase the business model and visual identity of Vá na fé.
Learnings
I had the opportunity to do this work during the delivery of the course completion project at the University of Graphic Design. I chose to leave it in my portfolio because it represents my multidisciplinary profile and makes my history of experience with product, user, prototyping and design thinking tangible.
