Design ThinkingCase studies Summary

Prepared by Franki Chamaki

Introduction• The following two projects are personal initiatives I rapidly designed to demonstrate my passion and

enthusiasm for design thinking and my quest to join IDEO.

• I seek to apply for the role of Business Design Specialist.

• I have applied a human-centered design process to bring something new to the world.

• I spent time observing and interacting with people as well as documenting a way to enhanced and remove a specific human pain points

• In this design process I have also discovered an unique opportunity to bring something viable to the market.

• The ideas are now live and in prototype and can be access via their respective websites: http://www.mockupmytattoo.com/ and http://www.shakeyourlove.com/.

     Tattoo ethnology & insight gained?Visiting many local tattoo parlours in Sydney and speaking to people in the parlours, I observed that tattooing can be a very emotional and stressful decision. People often have tattoos to remind them of someone, something or an event that happen in their life. One person I chatted to was Peter. He was getting the fable “The Scorpion and the Frog” tattoo on the day, however he wanted to capture the moment just before the Scorpion was about to strike the Frog and he was a little unsure how it would look on him when it was done. I asked Peter why was he getting that tattoo specifically? He told me the about his criminal life story and how he often believed it was in his nature to be bad but also realised he a choice. After reforming himself and keeping on the right path; Peter wanted to have something to remind him that although “it's his nature” to be bad, its never too late to change, that is, he has a choice to strike (and continue is criminal way) or to stop.

   “Pain point” observed?Deciding what and where to have a tattoo can be a deal-breaker for some. Another pain point observed is finding a tattoo parlour that one can trust and the potential risk of a tattoo perform on ones skin. A tattoo is actually a series of puncture wounds that carry dye into the different levels of the skin. Such impact to the skin can cause infection, skin reactions, scarring and even infectious disease if dirty method or equipment is used. In addition, the process of applying and removing a permanent tattoo can be very painful and expensive.

       Inspirational human-centred idea developed?What if we had a service which allowed tattoo parlours to help people to see how their tattoo would look like before getting any ink on their skin? Further what if this tool was flexible enough for people to change and play with different styles and locations on their body? Better yet, what if people didn't even have to visit a tattoo parlour but do it in the comfort and privacy of their own place? MockUpMyTattoo.com is established to allow people to see how their tattoo would like look before any ink on their skin, totally online. Helping potential customers make an inform decision.

    Ripple effect from the idea?Further, MockUpMyTattoo.com can be used to help parents convince their kids that its bad idea to have a tattoo or those who have already decided, to see exactly how it would look like or explore different tattoo designs and body locations before applying any type of ink or markings on this skin.

Tattoo case study: Mock up my tattoo please!

= Website link

Users upload photos and have tattoos digital imprinted on them to provide realistic vision of end-effect

Tattoo case study: The market gap. The opportunity.

Low physical involvement(not on skin)

High physical involvement

(on skin)

Low cost ($) High cost ($)

Tattoo at parlor

Tattoo transfer paper at parlor

Temporary sicker tattoo Tattoo kit at home

Tattoo copy transfer paper

MockUpMyTattoo.com

Personalisedsicker tattoo

(eg artist draw)

.....

.. Users upload photos

and have tattoos digital imprinted on them to provide realistic vision of end-effect

   Romance ethnology & insight gained?In today's modem fast pace world, romance often takes the second seat. Combination of lack of time, stressful priorities and work pressures making time for romance, becomes a little too cliché. I started to question, how does one focus on building financial wellbeing and balance their personal relationship responsibilities with their partner? When I chatted to people in my office about being “romantic”, most showed blank faces. This was either they felt it was a personal topic or in fact their relationship lack any real “romantic spark”. I started to form patterns as I observed similar responses - time and lack of ‘romantic training’. One work colleague I chatted mention that it was hard for her partner to find time to be romantic. Sean, a National Business Development Manager, is always on the road. Kylie said that even when Sean is at home (e.g. most weekends, weeknights) he simply checks his iPhone for messages (SMS and emails) or would access the Internet to view sales results for the day. Kylie believe that Sean is “…basically married to his phone”.

    “Pain point” observed?Today’s modem “mobile” life means people are more accessible. Taking “work home” becomes something increasingly unconscious. Career-minded individuals like Sean are particularly keen to take advantage of any tool to help them succeed - even if it means taking a little time away from their loved ones (which ends up being a lot). Sadly time for being romantic or spontaneous are left for “manufactured” days like Valentines day.

      Inspirational human-centred idea developed?What if we had a romance tool that suited Kylie and more specifically, Sean's time-poor lifestyle? What if it could be easily accessed and found at the same place and time where most of the time is spend - on the run? And what if the tool could help people access simple practical romance ideas and allow them to practice and use those ideas within seconds? iRomantic is designed to be a “mobile relationship enhancer” that provides more than 200 romantic tips. What is unique about iRomantic is it allows users like Sean to carry out the tip’s suggestion by using other features of the phone. For example, say iRomantic reveals a random tip and suggest the reader send a love-SMS with a photo of themself. Using the iPhone’s SMS application, iRomantic pre-populates the SMS and evokes the onboard camera allowing the user to perform that specific romantic idea right then and there - no excuses, no hassle.

   Ripple effect from the idea?iRomantic can also be used help friends of friends. The application has the option to forward any tip that is presented as an email from their iPhone or iPod Touch Mail application directly. Sharing the iRomantic's tip/idea is done within couple of taps on the screen - literally.

Romance case study: iRomantic. Love on the run.

= Website link

Instant romance idea access from phone with options to carry out idea

Interactivecontent

Staticcontent

Cumbersome

“Romance” websites

Books on “romance”

Portable

Personal relationship/ life coach . .iRomantic

Romance case study: The market gap. The opportunity.

Videos on “romance”

.. .

Instant romance idea access from phone with options to carry out idea

Final note:• Over the past 18 months I’ve been heavily involved in setting up AMP’s Customer Value which looks to

innovate the company not just commercially through unique human-centered offers but culturally across the company. I’ve been also responsible for developing allot of the new processes and methodology to enable for this transformation to occur.

• What sets me apart from many is my unique skill set. I combine my traditional business analysis experience with Design Thinking to help businesses tackle complex problems, innovate and grow.

• I have held positions in/as design lead, senior business consultant, online development and project management throughout my colourful career.

• My passion to make a difference and as my resume and linkedin profile (http://www.linkedin.com/in/frankichamaki) and testimonials will show you this is proven.

• I am comfortable with ambiguity, collaborating with others and dealing with a range of stakeholders. I have proven experience in leading projects, managing scope and ability to coach and inspire others. I also have an unique way to engage senior executives with my passion and vision.

• I have a dream to be the next presenter on TED to showcase my innovation skills and to show innovation can be done by anyone.

• Please feel free to contact me for more information or soft copy of my latest resume which showcase my current and past achievement