Marin Licina - Portfolio 2015

Marin Licina is a generalist designer, with practical skills in UI, UX, product and service design. He's worked with global giants like Adobe, Nespresso and G-Star Raw, but also with groundbreaking startups funded by Founder's Fund and Stech Ventures

Transcript

2. HI THERE My name is Marin. I am a designer with a broad toolkit. I embrace tough design challenges and love helping entrepreneurs and design teams learn quickly and build the future. My mission is to become an apprentice at a place that’s world class in innovation. Dedicate myself to a worthwhile mission. While learning from the best.
3. Products are not the end goal They are enablers of meanings and experiences. Designers should ‘design’ the meaning and experience first, then design tangible manifestations second. Products don’t exist in a vacuum Their success or failure is shaped by many factors. Understanding how the users’ ecosystem is evolving enables you to innovate from a standpoint of future possibilities, instead of fixing what’s wrong with today. Design for and with others Each of us has limited perspectives, so we should gather insights and criticism from many sources. Prototype, then validate your ideas with real people as fast as you can by running through the iterative cycle as fast as possible. 1 2 3 MY IDEAS ON DESIGN
4. SKILLSET & EXPERIENCE PRODUCT DESIGN Sketching, Concept Design, Embodiment Over 5 years of experience designing products in the real world. Consumer electronics, automotive, retail, packaging and clothing. INTERFACES UX Design, UI Design, Visual Design, Prototyping 4+ Years of designing interfaces for web, mobile and desktop. Honed skills in Silicon Valley at Adobe and Stanford. ENGINEERING CAD (Solidworks, Sketchup), Physical Prototyping Engineered and built everything from consumer product prototypes to sports cars. Sorry, no big software engineering skills. RESEARCH User studies / interviews, A/B Testing Led user research and validation sprints at big firms and startups. STRATEGY Market / Trend Research, New Ventures, New Products Co-authored strategy for a global denim brand. ‘Designed’ business models for various startups.
5. TANGIBLE ABSTRACT 1 2 3 4 5 6 7 8 EXISTING SOLUTIONS Understand existing products or services What factors shaped current products? Why do they exist? PEOPLE CONTEXT FUTURE VISION DESIGN RELATIONSHIP DESIGN CONCEPTS PROTOTYPE VALIDATE How do people use existing stuff? What do products mean to them? How do we want our users to interact with our product? Why should it matter to them? Ideate, decide and embody conceptual designs. Build something testable fast. Test with real people and discover what works and what needs more work. What will be different in the future? What’s our standpoint? understand invent DESIGN PROCESS My favorite approach. Allows a design team to empathize with users, find big insights, validate results and iterate fast - in order to create effective and significant innovations.
6. FASHION / TECH STARTUP UX DESIGN AT ADOBE PHILIPS COOKING DEVICE G-STAR RAW EPICENTER APP STECH VENTURES NESPRESSO SPORTS CAR PROTOTYPE TESLA ROADSTER 2.0 PROJECTS 07 18 19 27 28 38 39 45 46 Use this button on any project page to come back here. One of my favorite projects. Make sure you check it out!
7. STARTUP | DESIGN & CREATIVE DIRECTION PELLIANO
8. STORY I co-founded a startup with an ambitious goal: foster a personal relationship with each customer through technology. Reinvent how clothes are produced, delivered and enjoyed. My role was that of design leader - I designed the brand, clothes, packaging, stores and co- designed interfaces and marketing campaigns.
9. Directed 5 print & digital marketing campaigns The Pelliano brand eventually sold in 120 stores in 11 countries Featured in over 100 magazines around the world BRAND & MARKETING
10. BUSINESS DESIGN & LEAN METHODOLOGIES The six underlying differentiating activities to execute the Pelliano business model will be: 1. Positioning the brand: Pelliano as your cool personal style prophet. A pain-in-the-ass of Suitsupply thanks to guerilla marketing. 2. Demand-driven wardrobe of fashionable products with a made-to-measure fit. 3. Pelliano.com is the online style and shopping destination: a highly profitable pro-active wardrobe with a worldwide reach and high-level service. 4. Offline showrooms as a physical extension of Pelliano.com: get introduced to our brand, let us take your measurements and provide a great service. retail network of high-end European department/boutique stores as a marketing CUSTOMER € 500 RETAILER € 300 AGENT € 16 BRAND € 34 PRODUCER € 90 WEAVER € 30 CUSTOMER € 400 PELLIANO € 190 MTM PRODUCER € 170 WEAVER € 40 TRADITIONAL MENSWEAR VALUE CHAIN PELLIANO’S VALUE CHAIN Revenue Streams Channels Customer Relationships Customer Segments Value Propositions Key Activities Key Resources ess Model Canvas On: Iteration: Designed by: Designed for: Day Month Year No. Added value of made to measure compared to regular suit / blazer? Added value of a brand? Fit guarantee? Do you perceive standard sizes as a problem? Experience with MTM? Paying upfront? Any perceived nancial risks? Fast delivery? What would you customize? Measuring yourself and inputting online? How many suits / blazers do you buy per year? What are your budgets? Price vs Quality Preference? How do you shop for... What other items would you customize? Tailoring events? Home Tailor? Private Showroom? Home delivery? Pick up? 130 euro with deliberate intent to buy certain product Super-Mega Atomic Crucial yes both ne! not crucial 50% Experiencing the material and overall feel of a suit still quite important for most. Packaged sets would be very interesting... Fit = very important! Fit guarantee is crucial if you want to ask for upfront payment. Price is more important than fast delivery times? A. Justin (Young & Fashionable) Age: 25-35 Brands: Zara, Paul Smith, Hackett, Nike Key Value: Iconic Design, Brand Association, Experience, Product Performance, Fit Justin knows a lot about menswear. He buys clothing because it fits his own style and self-image. As he’s confident to pick and choose (he follows fashion blogs and websites), he’s also unafraid to mix brands: a cheap Zara jacket and an expensive Paul Smith shirt go together in Justin’s world. Although his income isn’t very high, he spends a lot of money on clothing and grooming. Justin doesn’t just like Pelliano - he loves us. A true believer, who
11. SUITS & BLAZERS KNITTED TIES BOW TIES POCKET SQUARES SCARVES FIND A STORE Customer Service €1234,00 Search How about some Worldwide Shipping & Easy Returns? SUITS & BLAZERS KNITTED TIES BOW TIES POCKET SQUARES SCARVES FIND A STORE Customer Service €1234,00 Search How about some Worldwide Shipping & Easy Returns? PRODUCT DETAILS DESIGN STORY GET ADVICE GIFT WRAPPING SHIPPING & RETURNS SEE IT IN A STORE Product Photo Size 1176 x 460 PRODUCT NAME Cool-ass product description which isn’t too long. product name product Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. ADD TO BAG What Size am I? Quantity: Currency: EUR In Stock, meaning it ships within 24 Hours. € 3428,60 Italian Knitted Bow Tie Accessory our legendary gift wrap Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla Gift Wrapping Shot 450 x 280 our legendary gift wrap Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla Gift Wrapping Shot 450 x 280 our legendary gift wrap Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla UI & UX DESIGN IN COLLABORATION WITH ATAKAN SECKIN Led weekly design sprints for our award-winning e-commerce platform Pelliano.com won dutch home shopping award in 2012
12. UI & UX DESIGN IN COLLABORATION WITH ATAKAN SECKIN Mobile first: fully responsive online store and digital marketing. Led our creative team for by-weekly online marketing sprints, including e-mail, display advertising and social
13. EVENT & RETAIL DESIGN Set up and designed a pop-up store in the center of Rotterdam Designed and developed event displays for trade shows in Florence, Berlin and Amsterdam Set up and designed a permanent Pelliano guide shop including retail displays
14. CLOTHING DESIGN Designed and developed 6 collections: over 300 pieces of clothing and accessories with sales of over $ 1,000,000
15. PACKAGING DESIGN Designed 12 types of packaging for different types of clothing. Managed production process with Chinese manufacturing partner.
16. PACKAGING DESIGN The goal of each design was to reinvent traditional packaging: find a fusion between unpacking experience, branding and functionality.
17. THE GOOD THE UGLY Business Targets ◊ Served over 3000 customers directly ◊ Grew to 1 million USD in revenue in 1,5 years ◊ 120 premium retailers in 11 countries carried Pelliano ◊ Raised 500,000 USD in seed capital Designed and Produced ◊ 6 collections with 300+ pieces of menswear and accessories ◊ 12 types of product packaging ◊ 3 marketing campaigns, displayed in 16 magazines with an estimated reach of over 5,000,000 people ◊ Continuous deployment of our e-commerce platform Awards ◊ Best Dutch Young Entrepreneurs of 2012 ◊ Dutch E-Commerce Award for Pelliano.com (Category XS stores) ◊ Student-Entrepreneur ‘Guts Award’ for Marin Failed Startup Startup failed in 2013 after failing to secure it’s next round of funding. Spread too Thin Company lacked focus: we did 10 things to a 70% level of quality, instead of doing 3 things to a 98% level of quality. Production Issues I initially underestimated production timelines and complexities in fashion. This got us in trouble. Product / Market Fit I underestimated the conservativeness of menswear: men are inspired by expressive styles, but tend to buy very standard stuff.
18. UX DESIGN AT ADVANCED TECHNOLOGY LAB The frontiers of HCI and Computer Science. I got to collaborate with some crazy smart people in a fast- paced, build-and-learn environment. Some of the concepts we had developed are now integrated in Adobe software. WHAT DID I DO THERE? Designed interfaces for mobile, web and desktop in the domains of digital marketing, Adobe desktop software and cookies / privacy. Worked closely with developers and machine learning experts to quickly prototype and test concepts in weekly sprints. SKILLS IMPROVED Human-Computer Interaction Principles Interface Ideation / Concepting UI Design UX Design Prototyping User Research and Testing SKUNKWORKS PROJECT - Sorry, have to respect NDA
19. PHILIPS AIR-FRYER CONCEPT & MOCK PROTOTYPE | UNIVERSITY PROJECT DESIGN CONTEST WINNER
20. CONTEST BRIEF Philips has a product that fries food using hot air. People who love to cook usually dislike such appliances because they feel they make cooking boring. The contest was to design a future Air-Fryer that engages such users. MY APPROACH Turn the Philips Air Fryer into an intuitive “anti-appliance”. A device that boosts an amateur chef’s ability to freestyle and experiment.
21. USER RESEARCH Methods Qualitative interviews with target audience. Observation (& video recording) of users performing specific cooking tasks in their own kitchen. Insights Experimental home chefs cook intuitively: they try, taste and tweak. To them, cooking is like performing on a stage. Bringing a dish to the table is the grand finale: they want to ‘wow’ the family.
22. BIG IDEA A traditional pan metaphor: hide all the tech in the lid. Instead of an appliance (Current Air-Fryer) So the bowls are interchangeable, opening up many new possibilities for dishes and freestying. +
25. Intuitive Controls Glowing button shows cooking progress. Detach and bring along to monitor cooking from another room. Wood knob works like a crown on a watch to set temperature and time. All the tech ‘hidden’ in the lid, so the bowls are interchangeable. Cook any meal Easily freestyle to grill, cook sauce- based foods, fry and steam. Switch bowls for multipe courses. HOT AIR TOP GRILL AIR FRY STEW BIG PAN STEAMER TOP
26. PHILIPS DESIGN CONTEST All finalists presented a video of users working with a crude prototype enhanced with 3D Renderings. The jury consisted of a Philips Designer, Product Manager and Researcher. “There’s two things I thought when I saw Marin’s movie. First: Wow. I want to buy this. Second: Damn, I wish I had designed this.” Alcides Marques, Philips Senior Designer & Jury Member WINNER FIRST PLACE About 1,5 years later, Philip introduced a redesigned Air Fryer.
27. OMNICHANNEL RETAIL WHAT DID I DO THERE? It was very rewarding to be able to define the whole scope: from multi-year strategy, down to physical manifestations of this strategy, all the way to the grit of prototyping, user testing and implementation. I worked directly with the Creative Director and Retail SVP and collaborated with designers, architects, retail, marketing and digital teams. SKILLS IMPROVED Product / Service Strategy Retail Design UX Design Prototyping User Testing A rare opportunity to co-author the future retail strategy of one of the world’s leading denim brands. Plus design products and services that fit those plans, which are being implemented as you read this. RETAIL STRATEGY DESIGN PROTOTYPING & VALIDATION SKUNKWORKS PROJECT Can’t show much: I take NDAs seriously
28. APP CONCEPT & DESIGN EPICENTER
29. PREMISE Badly run meetings can be a crapshoot of ego’s, appearances and trivialities. And sometimes a waste of time for all involved. MIT Research has shown that communication patterns within teams have a direct and large impact on their performance. Teams where everyone contributes and listens in good balance perform much better. How do we create an environment that enables this?
30. MEETING RESEARCH
31. WHAT’S THE OPTIMAL LEVEL OF CONTROL IN A MEETING? Uncontrolled Free-for-all Tight Schedule & Strict Leader Intuitively shared responsibility between members.
32. GROUP MEMBERS PERSON TALKING MEETING LEADER PRODUCT Intuitive Influence Shared performance turntables and music DJ PRODUCT METAPHOR
33. Everyone’s smartphone tracks their voice Phone of Meeting Leader serves as a hub: all others connect to it through the app.
34. Current Topic Talk / Listen Ratio: Balanced < Back II Pause Current Topic: Campaign Launch Your Talk / Listen Ratio is Balanced. Keep it up!
35. Progress Last Week Meeting Topics Campaign Laun_ Changes in Marketing Budget Meeting duration 0:45 Topics 3 Attendees Kwadwo O Joined! Begin Meeting Set up meeting time & topics 1 Meeting Topics 2
36. Current Topic: Campaign Launch Your Talk / Listen Ratio is Balanced. Keep it up! Time & Current Topic Balance bar shows your status and suggests how to improve it. Ripples signify who’s talking Group View: who’s balanced, who talks too much or listens too little? Your Balance 4 COLLABORATE You’re very quiet. Share your thoughts! You might be overwhelming others. Listen more?
37. Wendy T Recap Sascha V Kwadwo O Roger H Bart K Roger was very overwhelming. Next time: ask him to shorten his input. Neutrally interrupt him when needed. Roger doesn’t seem to be progressing towards more balance. Perhaps the group should confront him on this. Detailed Report Roger Helmonds You seem to have been a bit too quiet. The group is missing out on your brainpower. Try to talk a bit more next time. E-mail me advice Full Statistics Your balance in last 5 meetings Want 5 tips to be more assertive in meetings? Everyone gets to share their closing thoughts in turn. 6 Leader and all members get feedback on their performance 7
38. WHAT DOES A DESIGNER DO AT AN INVESTMENT FIRM? ANALYZING INVESTMENT TARGETS I helped evaluate 20+ startups that Stech considered investing in, with my expertise in products, services, branding and business models. DESIGN SPRINTS Helping portfolio companies design and learn quickly, through fast iterations and validation, for example: • Private Jet Startup: UX Design, Branding • Solar Power Startup: Fundraising, Branding • Connected Home Startup: New Products • Online Fashion Brand: Strategy, New Products • Virtual Power Plant: Value Proposition JAN 2014 SEP 2014
39. NEXT-GEN CONCEPT & PROTOTYPES | BACHELOR GRAD PROJECT NESPRESSO NESPRESSO COMMISSIONED BY
40. People love Nespresso for it’s simplicity, consistent coffee quality and streamlined experience. DESIGN BRIEF Explore future possibilities of a Nespresso machine by using technology to make the experience even more effortless. Just like car companies do with concept cars.
41. VISUAL DESIGN INTERACTION DESIGN CONCEPT ENGINEERING CAD ENGINEERING RAPID PROTOTYPING
42. Your cup is the input Personalized coffee cups tell the machine exactly what kind of coffee the user wants. Sam’s latte cup Sam’s espresso cup Joan’s espresso cup Joan’s capuccino cup RFID Sensor
43. Thermal Block Pump Water Reservoir RFID-Sensor Micro-Controller Electric Motor On / Coffee Button & Electronics Capsule System Guiding Rails Top Streamlined Interactions Fast heat-up due to improved isolation. Button doubles as heat-up progress bar (right). Press the top and the capsule feeder slides open (bottom right).
44. BEST BACHELOR THESIS Project was selected as Best Thesis Project of 2008 of the Industrial Design School at TU Delft. Eventually losing the University-Wide Award to bacteria that can heal fractures in concrete structures (hats off to that guy, that’s just ridiculously cool).
45. CARBON FIBER & TEXTILE SPORTS CAR ENGINEERING & PROTOTYPE BUILDING | UNIVERSITY TEAM PROJECT
46. TESLA ROADSTER 2.0 CONCEPT | UNIVERSITY PROJECT
47. CONTEXT It’s very human to enjoy the visceral pleasures of driving. But high-powered cars are a burden to our environment. Traffic is becoming increasingly controlled and curtailed. DESIGN GOAL Invent a car that feels like putting on a Superhero suit. A license to drive vigorously, because you create positive effects for society.
48. 2012 2017 2022 1. DECONSTRUCT & UNDERSTAND EXISTING ROADSTER 2. DEFINE FAR-FUTURE ADVANCED ROADSTER FOR 2022 3. DESIGN NEAR- FUTURE 2.0 ROADSTER FOR 2017
49. 2012: DECONSTRUCTION Analyzing & Understanding the existing Tesla Roadster 2012 2017 2022
50. 2022: VISION CONCEPT A dynamic skeleton-car for one. Whose cooling system doubles as a vacuum cleaner for CO2. 2012 2017 2022
51. Between the risky freedom of a motorcycle and the caged safety of a regular car. Smart Thrills
52. 2017: ROADSTER 2.0 Air intake cools brakes and batteries, but also filters air and collects CO2. Tires clean the city roads. 2012 2017 2022
53. Instantly transform into a convertible, to help enjoy the thrill of accelerating quickly. Car shape designed around a functional packaging made in CAD, with calculated human factors. Engineering & CAD
54. WOO HOO YOU’VE MADE IT TO THE END marinlicina@gmail.com +316 166 347 82 linkedin.com/in/marinlicina/