Dedicato a Te is a service that allows users to personalize metal or cardboard boxes with pictures and a dedication, meant to be gifted to loved ones. The graphics on the product are related to the event or occasion to celebrate (Christmas, birthday, anniversary, graduation...) and the shape is defined by the Mulino Bianco or Pan di Stelle product inside.
Our challenge was to take the existing service to the next level, proposing multiple concepts to ensure the better experience possible taking the personalization directly on the edible product. Throughout this 3 months project, we followed the Design Thinking process of Discovery, Design and Development.
DISCOVERY
The first Desk Research phase has focused on understanding the existing service and analyzing the service keywords and values: the concept of gift, personalization, exclusivity and desirability; the concept of personalization applied to food; the perception of food as a gift; the value of personalizing an object for someone.
These keywords have been the core of the first interview wave, focused on the personal perception and the correlation of concepts. The insights resulting from the interviews, combined with our background knowledge and the results of a survey, have been analyzed to define 5 main personas of this upgraded version of Dedicato a Te.
Desk research on the concept of personalization, exclusivity and desirability.
Interview forms reporting the user's point of view on the key concepts and the result of simple tests
Insight maps, connecting all the concepts discussed during the interviews and the most valuable quotes from participants
The five main personas defined at the end of the Discovery phase, with their relative How Might We question
DESIGN
During many brainstorming sessions we tried to answer to the How Might we questions of each Personas we defined at the end of the Discovery phase. The concepts were voted and developed in the form of low-fidelity prototypes to be tested with users during the second interview wave. The tests have been conducted mainly via video-call, but also live, which allowed the user to touch and interact with the prototypes. After many iteration processes, the concepts became more defined and the prototypes more complete.
The results of these tests and interviews were collected and analyzed, to be then clustered and translated into 7 Design principles, which helped us during the last phase to propose three final concepts to the stakeholders.
Live tests of low-fidelity prototypes
Interview forms reporting the user's comments on the concepts proposed
Diagram combining insights from three weeks of prototype tests and the insights from the interviews during the discovery phase
Design principles, the guidelines for the development of three scenarios and solution concepts
DEVELOPMENT
The final concepts proposed at the end of the project were based on the needs of the 5 Personas, and taking in considerations the 7 Design Principles. The ideas have been developed, tested and presented to the stakeholders, proposing in this way three parallel directions to provide the better experience possible taking the concept of personalization directly on the edible product.
The results cannot be displayed due to a Non-Disclosure Agreement.
Project in collaboration with Ilaria Todeschini (strategic designer), Orlando Trotta Paik (semiologist) and Giuseppe Pio Saponaro (management engineer).
