portfolio of

GIANVITO SEMERAROStrategic product-service system designer

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Who I am: Profile

Selection of Project: Services • Cucina&Co. • ARCIStoppers • 100 granny’s • My pages

Strategy projects • Sabor! Sabor! • Fruitskin • Foglia d’Oro • Eat our culture

Products • Messina • Geyser • Unscrew corks

Concepts • Community of experience • Totem glass

Divertissement: • Pub’s knickers • Mood keyboards • Analog photography

INDEX

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Hi,

my name is Gianvito, I was born in

Cisternino, in 1986: little town in Italy’s

heel. My professional profile is composed

by different educational background, all of

them related to the design field: industrial

design, service design and strategic design.

These different backgruond helped

me to develop a deep knowledge in project

managment and a mind set focused in

problem solving, which are necessary skills

applicable to a different range of projects.

Upon commencing my design studies

in Milan, my attention was more focused

on meaning of the product, than on the

technical aspects. Consequently, I chose

the specialization in services design because

I saw in this discipline a bigger opportunity

to create a deeper change in the business

sector. I graduated at the master in Strategic

Design on February 2012, at Politecnico di

Milano, after a intern of 4 months in a service

design company based in Melbourne.

When I’m not working, I like spend time

enhancing my creative potential, writing

stories and drawing paints with acrilics.

In the present portfolio are showed only projects develop internally at University,

projects develop for companyesare covered by industrial secrets.

PROFILE

Typologies of my works inside Politecnico of Milan.

Services 5Strategy projects 4

Graphycs 2Products 3

Research & concepts 3

Via Cesare Cesariano 1020154, Milan, Italy

T: +39 338 2939605e-mail: semerarogianvito@gmail.com

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service

CUCINA&CO.This project was born during a

laboratory of service design in Politecnico di

Milano, kept by Anna Meroni in 2009.

Cucina&Co. is a kitchen designed for a

service of co-housing located in via Quinto

Cenni, Milan. It’s characteristic promote

flexibility to the various needs of the

people, who organize the timing of the

kitchen through a monthly calendar and an

organizer chosen by inhabits of co-housing.

The goal of the shared kitchen service

is create an opportunity to meet and

enjoy other people, to socialize and learn

how to cook in a sustainable way. In this

prospective the kitchen is more like a living

room, where people meet and share ideas

and time, not only between the people of co-

housing, but also with all the neighbourhood

Everyone can book his own participation to

events from the website, paid if it is request,

and enjoy the kitchen class, or use the

space for his parties. Cucina&Co. has many

partnership with external actors that are

operating in the food Italian industry: as

Slood Food, Eataly and Milano Parco Sud.

In following images some services

design tools for generate the ideas (as the

scenarios below here) and to communicate/

explain it (system map and storyboard).

Moodboard for the scenario individual action/city life

self production

living green areas

slow time

organized nature

serenity

sharing pubblic

area

technology 2.0

walking

own production

silence

wild nature

meditation

unhealty

self organization

techonology 1.0

fast

metropolis

rural life

collectiveaction

individualaction

citylife

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CUCINA&CO.

L M M G V S D

t r a t s

1_The sta�organize the calendar

3a_The people of co-housing that are interested into the event make their own reservation

4_Manager contact achef

_Feed-back howto improve co-housingservices

2_Calendar is avaibleon-line3b_The neighborhood

book the event

materials

money

info

_co-housing

System Map of Cucina&Co explains interaction between different actors during the planning of an event.

service

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CUCINA&CO.

These two storyboards narrate different event that could happen in Cucina&Co. The first one show two friends that are having a barbecue during weekend, the second one shows the event make with an external chef.

service

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ARCIstoppersARCIstopper was designed during a

laboratory of product system taken by Ezio

Manzini in 2009 in Politecnico di Milano.

It’s a service of car-pooling for users of

ARCI clubs in the city of Milan. The starting

point was the observation that during the

night there is not the possibility to use any

public transport, so it’s difficult for people

that don’t have a car, to travel. The winning

key factor of this car-pooling is that who

offer a lift will receive a discount on their

car insurance. This is possible because the

member of ARCI’s club have a card, in which

one includes a health insurance. The same

insurance company can provide different

services in a way to help people in sharing

their car, in addition gaining members of

ARCI’s club.

This is a virtuous circle, where every

actor of the system has different reasons

and advantages for join the service. The

customer will save money by not investing

in a car while the people offering the

transportation service gain discounted

car insurance and a channel to meet new

people. Meanwhile, insurance companies

will gain access to more clients through the

ARCI association.

So there are different reasons that

make this a strong project: it connects

people within the community, and promotes

sustainability.

Below a general view of the action of

the service’s user. In the next page poster for

publicize the project.

1. subscription2. Authentication from ARCI 3. Profiling

arcistoppers

4. communication

6. Meeting

5. Making appointment

7. Give a lift 8. have fun9. go back home 10. feedback

YES NO

arcistoppers

A general sketch about the action of the typical user of the service.

service

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ARCIstoppers1: Moodboard about the service experience2: Poster

2

1

service

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100’s grannyIt’s a concept of a service develop

during the course of strategic design, in

2009.

The main idea is to connect elderly

people, that have time and a craft skill set,

with the young generation who are eager

to have style and a self-created identity.

The service works through a web

platform, that allows young people to upload

their images. With a software it’s possible

to convert every picture in a instructions for

sewing. These instructions are then passed

onto the elderly service subscribers for the

end creation of garment.

The service guarantees an original

handmade product. The mission is offer

a personal and good quality items to the

younger generation.

posters

service

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100’s granny

1 2 3

4 5 6

STORYBOARD (for story telling): 1 the boy upload his image; 2 the staff of the service pixelate the images; 3 and give the instruction to the “grandma”; 4 the boy receive his item with a personal card of the grandma; 5 he can decide to meet the grandma; 6 the boy is enjoying his sweatshirt

service

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My pagesThis service is for inhabitants of the

city of Milan. Often people who live in this

city doesn’t know their neighbours. For this

reason Pagine Mie collect all inhabitants of

a condominium and helps them to get know

each others and encourage the socialization

through a network to exchange favours and

objects. For example, it’s possible to look for

a plumber near our house, or for a DVD.

By creating a network which connect

people through asking for general help or

everyday needs, people are encouraged to

meet those who live around them creating

a trust and friendship and ultimately a

stronger community.

There is a web platform that help

people to interact. Also with the use of

cell phone, people can make arrangements

or offerings. It’s a real social network but

contextualized in the neighbourhood where

we are living, and it is useful.

for a short video click here

logo and claim of service

PAGINE MIEthe social network for your real life

service

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strategy

Sabor! Sabor!It’s a strategy develop starting to a

brief of Barilla company.

The project is oriented to Brazilian

market, and is composed by different

topping and dip for fruit. The product is

sold in small flagship store, where customers

can personalize their box, with the fruit and

topping that they want. The user can take

just a glass of salad fruit or make big order

to have a party. There is also the possibility

of home delivery, and the booking a

customized box on internet.

naming ang logo Sabor! Sabor! pack Sabor! Sabor! Embassy

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FruitskinIt’s a product service system for sell in

a different way juice of fruit and vegetables.

The system is composed by three level of

offer: the product (a flask); the refill system

(powder of fruit and vegetable juice); and

the service for customized the flask.

Customers can buy flasks in

supermarket, drink the juice during the day,

the flask is thermally isolated, and when

the user needs more juice he can buy a refill

pack from vending machines. On the web

site there is the possibility to customize the

flask, buy a new skin with different textures

and colours.

The goal of the project is create

a transactional object, able to build an

affective relationship with user.

Flasks and logo

strategy

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Fruitskin

Advertising and concept for promotion

strategy

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web platform for personalization

Fruitskin

strategy

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Foglia d’OroProject develop for Novacart S.p.A.,

an international company that works in the

market b2b, producing products in paper

designed for cooking and serving food.

The brief was enter into the market

b2c through the channel of internet. Foglia

d’Oro is a web platform that wants build a

community around the food environmental.

The web site wants be a reference in

the patisserie sector not only as product, but

as source of Information. Through the web

platform, Foglia d’Oro will distribute podcast

and webinars; and it will publish books to sell

also in book store, about recipes create from

the users and external chef.

strategy

Business model and traffic diagram

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strategy

Eat Our CultureProject developed for the towns of

Albissola Marina, Albisola Superiore & Cairo

Montenotte.

The aim of the project is to increase

the value of the territory, trough a

segmented tourist offer that link food with

the local culture and the people. Local food

is the starting point for building the travel

experience: four different path, related to

the four different story that the territory and

the inhabitants are able to tell.

The design process started from

a deep osservation and analisys of the

territory: interviewing the locals, visiting the

industrial distrects of the area and talking

with the entrepreneurs of the food market.

The final project has considered all

the different elements which composes

the experience of the travel: from the

advertisement to the physical evidences,

through the activities offered until the outfit

and attitudes of the characters who interact

with the guests.

EAT OUR CULTURE

Experiencing the harmonised foodways

Logo, brand and claim of the project

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strategy

Eat Our Culture

1

4

7

2

5

8

3

6

I’ve found the perfect place: Albissola!

Ciao Luciano! Hope my BB works here..

Benvenuti inAlbissola!

the water shouldn’t goon leaves, but on thebase of vegetables...

why? None of my friends will believehow easy this can be!!

My son has grownup so quickly!

The veggi’s taste sofresh!!

Let’s go to fish!

it has bitten!

pull strong!

I’ll take asun tan

These images are a selection of a longer storyboard, and them illustrate some key details which compose the whole experience: the selection of magazine where the advertisement will be place on, the behavior of the actors of the service, with an Italian “Benvenuti!” and the design of all the different activities: from gardening to climbing, from cooking to eating. Plus some surprises, like freshly backed focaccia in guests room, and email with photo of the relaxing experience.

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strategy

Eat Our Culture

9 10 11Hi! Where

can I find a publicbeach?

10 mins,always straight!

I need to buy basil,nuts & olive oil formy Albisola pesto

recipe

I cant believe you madethis delicious meal byyourself from scratch! do you want

join thebusiness?

The design process has considereted all the possible touch points which are able to make more unique the experience, as different uniform for all the different actors: farmers, sailrs or chiefs, and smalls boutique, where is ti possible find and buy local products and tasty souvenirs of the area.

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product

MessinaIt’s a project developed during the

final course of bachelor degree in industrial

design in 2008. The theme of course was:

Sense & Design, the field of work was to

create an object able to help blind people.

I chose to analyse blind children.

When blind children mature developmental

problems may occur such as physical

impairment, and/or behavioural and learning

disorders.

These problems are due to impossibility

to see their own body. The main idea was

build a tool able to stimulate and training

the proprioceptive sense of the blind child,

in a way that allow them to know their body

scheme and know them self.

It is possible use Messina in different

ways, for different scope. The first use is

like as stairs, with swinging steps. If it is

reversed, it is possible use it as swing, for two

people, this game is useful for the children

to understand their weight, in relation to

another child.

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MessinaDifferent uses of Messina

product

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GeyserGeyser is a cappuccino maker, designed

in 2007, during a course of electrical product

redesign.

The design process started by

analysing an old cappuccino maker, which

worked with batteries and made milk foam

with a grained trundle.

Geyser works with electricity and

made milk foam with water vapour.

1 2

3 4

5 6

7 8

product

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Unscrew corksIt was designed in 2005, for users that

have just one skilled hand.

The unscrew corks must be apply

under a cupboard in the kitchen and it is

ready to use. When the bottle is locked into

the binary, it sufficiently holds and opens the

lid.

User:

Storyboard:

product

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concept

Community of experienceIt a web platform designed for share

tacit knowledge develop into all design phase. The service was designed for design students of Politecnico di Milan.

The platform permits sharing different information in different way. The platform allows for sharing of different design tools during the varying design phases, such as analysis, development, implementation and delivery. Sharing information about the tools allows for connectivity, feedback and improvement for both creators and users.

A second version of the concept is to help people in sharing informal information about University courses. By being placed in an environment, such as in front of the vending machine, students would be encouraged to discuss ideas and opinions more freely.

A third section is an online portfolio, where students can show their works.

Concept for the home page of the platform

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The choose of the design tool to analyze The section for choose the forum about the course

Community of experience

concept

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Totem GlassDesigned during the workshop of

the 3rd year for Seves, Totemblocks differ

among themselves for function, aesthetic

sense and type of communication.

The limbs of an Angel attached on a

glassblock give the impression of an angel.

A small slit transforms a brick in an ashtrays,

which cannot be emptied, as symbol of a

smoker lungs; Salvadanaioblock is a single

piece, which is filled with money, It’s the

metaphor of “see but do not touch”, in fact

it is necessary to break the brick to take the

money.

Angel glassbloc Ashtray glassblock

concept

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divertissement

Pub’s knickersThe starting was the theory of Marshall

McLuhan “medium is the message”, my goal

was create a new way for help people to

socialize in a pub.

The choice of means of communication

was carried out according criteria of amusing

and unconventional: a pair of underwear,

on which people can leave messages to be

delivered to other people in the pub, or just

play with it.

The planning of the event passed

through the research of a sponsor, that

was become the client of the project,

and the communication of event in the

channel normally used by the pub’s crew to

communicate their events.

COLORIZE

YOURMUTANDA

RazzputinDJS Dave & Dounut

ATOMIC BARH. 22

Web flyer for the eventSome pictures of the event

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Mood keyboardPersonal exercise with the propose

to animate an object between most

anonymous and municipalities of today. I

forget the functionality of keyboard and play

with the character in relationship of that one

of the user.

Waiting for Godot

For Kandisky

divertissement

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Mood keyboard

For a masochist (with trap)

For an indie boy

For a primitive man

For bobos

divertissement

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Analog photographyWith writing tales, taking pictures it’s

my favorite hobby. Here some shoot, made

it in analogue.

divertissement