Presentation of the Business Strategy for the project Buy Mobile.

1. Project Leader: Claudio Moderini Assistant: Nima Gazestani
Students: Eray Alan, Julie Blitzer, Tiago Boaventura, Hadar Geva, Mansi Grover, Hallvar Hauge Johnsen,
Göksu Karaguler, Rana Mansour, Isabelle Pleno, Prateek Solanki, Simen Strøm Braaten
Master in Interaction Design
Workshop 3 / 2013 - 2014

2. Project Leader: Claudio Moderini Assistant: Nima Gazestani
Students: Eray Alan, Julie Blitzer, Tiago Boaventura, Hadar Geva, Mansi Grover, Hallvar Hauge Johnsen,
Göksu Karaguler, Rana Mansour, Isabelle Pleno, Prateek Solanki, Simen Strøm Braaten
Master in Interaction Design
Workshop 3 / 2013 - 2014
*MOBILE
DOMUS ACADEMY
MILANO ITALY

3. Buy Mobile is a project to envision the multi-channel retail service
of the future in the context of transition spaces and transportation
systems. Retail businesses are looking to digital experiences and
services to give them a competitive edge in today’s marketplace.
Pioneering startups hope to beat the marketplace using distributed
service models.
What kinds of new service models will be successful today and in the
future?
INTRODUCTION

4. Three Project Teams
Banana
Hadar Geva
Isabelle Pleno
Julie Blitzer
Simen Strøm Braaten
Feesh
Prateek Solanki
Rana Mansour
Tiago Boaventura
Pakora
Eray Alan
Göksu Karaguler
Hallvar Hauge Johnsen
Mansi Grover
We explored what needs people have
while on the move and how they behave
in the context of the transportation system.
Primary Research
Ethnography
User interviews
Secondary Research
Business model analysis
Where
Milano’s transit system, Azienda Trasporti
Milanesi (ATM), on trams buses and
underground metro lines.
PHASE 1:
RESEARCH & CONCEPTING

5. Vote and access the city’s
secrets
Meet your personal coach in
a metro coach
Think local, be exclusive
Show of Hands
Discover your style route
Style Map
Dimmi
Make maps work for you
Map.it
Local Link
FIVE CONCEPTS

6. Create one comprehensive set of deliverables to promote our findings and five
concepts. Redistributed into new functional teams:
PHASE 2:
PACKAGING & DISSEMINATION
Layout
Hallvar, Isabelle
Infographic
Eray, Göksu, Simen, Tiago
Illustration
Hadar, Rana
Copy
Julie, Mansi, Prateek

7. Prospective Employers
Design Professionals
Current & Prospective Design Students
Startup Incubators & Investors
TARGET AUDIENCE

8. Print:
• To attract and spark curiosity, easily
digestible information
• Simple and informative
*obstacle- small reach
Digital:
• To provide detailed information and links
• Publically accessible
• Easily sharable
*obstacle - can get lost on the web,
easily ignored
Solution
We propose to use a mix of distribution channels to
maximize the reach to our target audience
DISSEMINATION:
DISTRIBUTION CHANNELS

9. FEEDBACK FLOW
ONLINE
• Website will point to a class email address
for feedback
• Email address
PRINT
• Point to Website:
- Include URL for Website
• Contact/Specific Feedback:
- Include Class email address

10. FEEDBACK EXAMPLE

11. Print brochure
Audience
Selected contacts, design firms, guest
faculty, MIT Mobile Experience Lab
Distribution
• Print 50 copies
• New Years Card 2014 - This is what
we’ve been up to...
• Includes website URL & social media
links
Qualities
• Pamphlet provides overview
(containing 5 concepts)
• Back of brochure features DA students
(visibility)
Website
Audience
General, incubators, investors, students
Distribution
• indirect (viral/social)
• direct (emails/personal network)
Qualities
• Each page is a connected to a unique
url that is set-up for immediate social
sharing
• Coded with a responsive layout
(automatic optimization for tablet/
mobile/desktop)
• Downloadable PDF (easily shareable)
• Features each team members face +
website (self-promotion)
Proposed URLs:
DAmasterIxD14.com
buymobile.DAmasterIxD14.com
DISTRIBUTION PLAN:
PRINT + WEB

12. Secondary
MID Students self-promote using hashtags
and mentions:
• Twitter: supply pre-written tweets for
each concept or team
• Facebook: Suggest facebook tagging
• LinkedIn: To reach more potential
employers worldwide.
Primary
1) Create DAIxD14 Online identity to brand our
class
2) Create and manage accounts using
hello@DAmasterIxD14.com #damasterIxD14
#DAbuyme hashtags on all social media
services
• Twitter: tweet new news as we find them,
tweet tips of our research findings
• Facebook: Share results of IdeaScale
• Pinterest: Create boards with our research
• Issuu
DISTRIBUTION PLAN:
SOCIAL MEDIA

13. Thank you