Barilla Chalta Pasta Service Design

BUSINESS DESIGN201.736.7133 /// hardik@hardikjamin.com
Unieuro’s Unico
Consumer Electronics
Retail Service & Branding
TM’s MediaCucine
Domestic Kitchens
Product + Service Design
Barilla Chalta Pasta
Food Retail Service
New Market Strategy
Farmful
Horticulture Info Retail
Business System Modeling
INDEX
HARDIK J. AMIN
www.hardikjamin.com
Text 2 Shape
3D Printing
Neighborhood Manufacturing
Live Grid
Solar Energy
Service Innovation
OOGA
Urban Farming
Sustainable Change

INDEX www.hardikjamin.com
TRENDS/CULTURE
CHALTA PASTAAs the name suggests, the service means ‘moving pasta’ - glocal
solution to reach out efficiently and culturally by superimposing
Barilla as an Italian food brand onto the diverse Indian market. CONTEXT PANAROMA
TEAM - ANNA I FRANCESCO I Hardik I NOOR
How might we better integrate Italian food brand
Barilla into the complex Indian Food market?
TRENDS/CULTURE
As the name suggests, the service means ‘moving pasta’ - glocal
Barilla as an Italian food brand onto the diverse Indian market. CONTEXT PANAROMA

Barilla as an Italian food brand onto the diverse Indian market.
ROAD MAP
TOUCH POINT
SERVICE SYSTEM
TOUCH POINT
PRICING SYSTEM

TOUCH POINT STRATEGY
CITY MAP
service providing
touch points

TYPE 1
-------------------------
‘CENTRAL’ Mobiles
-------------------------
TOUCH POINT - A
TYPE 2
-------------------------
‘FLEXIBLE’ Mobiles
-------------------------
TOUCH POINT - B
servicetouchpointexperience
TOUCHPOINT-A
BARILLA dry pasta
Chalta Pasta: mobile italian food service
LOCATION
AHMEDABAD, INDIA.
TOUCH POINT__A
BLUE [ref. City Map]
TOUCH POINT__B
RED [ref. City Map]
TOUCH POINT__C
SUPERMARKET SHELF
TYPE 2
-------------------------
‘TAKE AWAY’
-------------------------
custom package
A__no: 25, B__no: 75
-------------------------
Touch points - A&B
TYPE 1
-------------------------
‘EAT THERE’
-------------------------
custom packs,
no:100
-------------------------
Touch points - A
TYPE 1 & 2
-------------------------
‘@HOME’
-------------------------
custom package
no: shelf size
-------------------------
Touch points - C
As the name suggests, the service means ‘moving pasta’ - glocal
TOUCH POINT STRATEGY
CITY MAP
service providing
touch points

TYPE 1
-------------------------
‘CENTRAL’ Mobiles
-------------------------
TOUCH POINT - A
TYPE 2
-------------------------
‘FLEXIBLE’ Mobiles
-------------------------
TOUCH POINT - B
servicetouchpointexperience
TOUCHPOINT-A
BARILLA dry pasta
Chalta Pasta: mobile italian food service
LOCATION
AHMEDABAD, INDIA.
TOUCH POINT__A
BLUE [ref. City Map]
TOUCH POINT__B
RED [ref. City Map]
TOUCH POINT__C
SUPERMARKET SHELF
TYPE 2
-------------------------
‘TAKE AWAY’
-------------------------
custom package
A__no: 25, B__no: 75
-------------------------
Touch points - A&B
TYPE 1
-------------------------
‘EAT THERE’
-------------------------
custom packs,
no:100
-------------------------
Touch points - A
TYPE 1 & 2
-------------------------
‘@HOME’
-------------------------
custom package
no: shelf size
-------------------------
Touch points - C

MACRO BUSINESS SYSTEM ANALYSIS SERVICE SYSTEM INTERVENTION SERVICE-PRODUCT PRICING SYSTEM
Barilla as an Italian food brand onto the diverse Indian market. TOUCH POINT SYSTEM
How might we insert western products through
service innovation into the Indian Food market?
INDEX www.hardikjamin.comTEAM - ANNA I FRANCESCO I Hardik I NOOR

MEDIA CUCINEA product + service system project, aimed at domestic users
providing ‘personal assistantance‘ organising hectic lifestyles by
integrating touch projection with unused kitchen surfaces.
TEAM - CARLA I Hardik I NAM I TAYLOR
calculated potential area
qualitatively and quantitatively
OPPORTUNITY MAP
SYNTHESIS
ACTIIVTY MAP
ACTIVITIES
PROBLEMS
Monitoring kids
while cooking
Group Cooking
/ Gatherings-
Organization
Lack of power
sources for all
tools being
used at once
Products used
not intended
for the space-
laptop, phones,
TV etc.
Various activities
make a cluttered
environments
- cables, books,
toys in the way
Assistance in
cooking
Entertaining
Kids while
cooking
SAFETY
Eating Area /
Entertainment
Area /
Relaxation Space
Preaparation &
Cooking/
Eating Area/
Relaxation Space
Social Hub With
Friends/
Working area-
laptop, cellphone/
Cooking parties
Potentially
disastrous
situations- (e.g.
using a laptop
near running
water, kids toys
on the floor
Preparation &
Cooking /
Playing /
kids /
Work area
Make-shift
solutions used
to create a
better working
environment-
books stacked
to hold items.
Preparation &
Cooking /
Eating Area /
Working space /
Entertainment area /
Relaxation space
what
if ?
the kitchen could alter
its layout, so that users
could create a more
efficient use of space for
consumer oriented
activities?
the kitchen is a highly
interactive space to
encourage people to
cook better foor?
the kitchen is a place to
connect family and
friends in an experiential
and meaningful way, to
build healthier
relationships?
How might we understand domestic user lifestyles
to imagine new services for kitchen environments?

USABILITY TESTING
PRIMARY USABILITY SECONDARY USABILITY TERTIARY USABILITY PRODUCT ANALYSIS
qualitative: activity of usability
quantitative: amount of usabilityCOOKING / PREPARING / CLEANING
primary activity for the product and
primary user is female user.
PLAYING / EDUCATING
secondary activity around the product
and next to female users comes kids.
WORKING / MULTITASKING
emergent activity for the product for
multitasking with diﬀerent media.
SOCIAL GATHERINGS
tertiary emergent activity around the
product with temporary users.

PRODUCT-SERVICE
MEDIA COOKING
personal chef
MEDIA ASSISTANT
socially active service
MEDIA MULTITASKING
personal assistant
MEDIA PLAYING
personal playmate

OOGA
SOCIAL IMPACT
The service aims to grow fruits and vegetables by applying a
‘zero km.’ strategy to localize fresh production and consumption
linking unemployed farmers to underutilized urban spaces.
INDEXTEAM - Anna I Bird I Hardik I Smriti www.hardikjamin.com
Connect here to OOGA pitch
http://vimeo.com/28158807
grow near.get near
Under utilised
open spacesMigration
RURAL URBAN
No Job
Gap for
Vegetable
Farmer
Demand
Supply
82.7%
Junk diet
students
Neighborhood
retail
Shop
5 $
Healthy dietEmployment
Optimum Supply
of fresh food
students
Promotion of
Organic Supply
Shop
2 $
Self-
entrepreneur
Green
organic city
How might we capitalize on rural to urban
migration considering sustainable change?

OOGAThe service aims to grow fruits and vegetables by applying a
VALUE PROPOSITION
ICAR
agriculture agency
Farmer University
Shop
. Salary
. Subsidized rates of seeds and
fertilizers
. Increased profitability from
self business
. Inhouse production of college
canteen demand
. Green University Promotion
.Cost saving in food investment
. Market extension
. Promotion
. R&D
OOGA
. Subscription fee from farmer
. Annual service salary from
college
. Branding kit profit
. Commission from Nokia
(market extension)
. Commission from agri agency
. Promotion and market opportunity
. Market extension
. Increased branding
. Increase in types and no. of users
. Reduced prices of FFV produce
. Information access
. Branding (affiliation with ooga
& university)
100%
Plan A Plan B
$
Farmer : Employee
University : Required land
+ Agri. Investment
25%
75%
Ooga
Farmer
University
Retailers
Farmer : Enterpreneur
University : Proposed land
- Agri Investment
$

ACTORS
Skills
Experience
Know-How
Land Training/Agri- Facilities Consulting
Connecting
Coordinating
Farmer OOGA
Horticultural
Agency [ICAR]University
Farmer Skills Collaboration Ooga-man
Ooga Agrikit University Land Agri Agency
Training

FINANCIAL MODEL
Plan A
10%
ooga
90%
farmer
15%
ooga
from University from University from Farmers
Plan B
85%
farmer
Ooga
Farmer
Student &
Retailers$
20%
25% of harvest received
under the agreement of Plan B
OOGA University
1st Year
ICAR
90% 10%
100%
FarmerRetailer
Shop
2nd Year
Farmer OOGA UniversityRetailer
Shop
1st Year
ICAR
85%
80% 20%
15%
90%9 10%1
00%00%00
75%
25%

UNICOThe name literally means ‘unique’ in Italian.The service offers
three plans based on product perceptions v/s user types by
‘unique’ RFID tags for Unieuro post-purchase brand connection. CUSTOMER JOURNEY
IN-STOREPRODUCTASSORTMENT
TEAM - FRANCESCO I GEORGIA I GIOVANNI I Hardik I JON
How might we develop retail services around
product lifecycle to increase brand’s value offering?

SERVICE PLANS
primary
CARE
SERVICE IMAGE
‘unique’ RFID tags for Unieuro post-purchase brand connection.
secondary

STORY BOARD
‘unique’ RFID tags for Unieuro post-purchase brand connection.
I am a student working
on my final submission
O Lord, SAVE ME !
LET ME go to, Unieuro
STORY BOARD
The name literally means ‘unique’ in Italian.The service offers
‘unique’ RFID tags for Unieuro post-purchase brand connection.’
I am a student working
on my final submission
O Lord, SAVE ME !
LET ME go to, Unieuro

LIVE GRIDThe service aims to integrate existing resources and patterns to
distribute solar power using leased rooftops of residentials and
government buildings to provide clean, renewable energy.
INDEXTEAM - Hardik I Smriti www.hardikjamin.com
INSIGHTS
How might we regulate energy consumption by
proposing a new business around it?

KEY RESOURCES

USER SCENARIO

BUSINESS PLANNING

FARMFULThe information portal is a key service mechanism enabling
distributed farmers to connect directly to distributed users
involving stakeholders to democratize selling & reducing waste.
TEAM - Hardik I SANTOSH I Smriti
TOUCH POINT MATRIX
www.hardikjamin.com
TOUCH POINT MATRIX
How might we increase distributed stakeholder
transparency through information platforms?

BUSINESS MODEL
Customer
Relationship
Channels
Customer Segment
Automated Services
Personal Services
Community Services
Co-creation
Corporate Relation -
ships
e-Commerce
Web-TV
Word of mouth
Media
Events and exhibitions
1.BUYERS
Households
Catering Services
Restaurants
Institutes
Hotels
Process industries
2.PRODUCERS
Farmers
3.DISTRIBUTORS
Neighborhood Retailers
Wholesalers
Key Partners Activities
Resources
Value
Propositions
1.PRIMARY
NOKIA Life Tools/
UNIPHORE/
RML Services
2.SECONDARY
Warehouse facilitators
Micro- finance company
NGO’s
3.TERTIARY
Media
Agriculture experts
Agro-Research Institutes
Services Promotion
Information Management
IT System Development
Resources Networking
Strategic Alliances
Agriculture Awareness
ICT Platform
Logistics
Warehouses
Human resources
Capital
Brand and PatentAg -
riculture Awareness
Farmer :
Freedom to choose
convinient and profitable
market
Consumer :
Increased Profit Margins
Retailer :
Increased variety of
choices and prices
Social :
New job opportunities
Reduced Wastage
Health Awareness
Local Money circulation
Cost Structure Revenue Stream
1.Economy of scale
2.Low price value proposition
Direct Sales of FFV produce
Value Added Service Charges
Subscription Charges (e.g. freemium and
corporate)
Newsletter subscription
Advertisements and Promotions

SYSTEM MAP
FARMFUL SERVICE
SYSTEM MAP
-information flow
-cash flow
-product flow
-stakeholder
position
-touchpoints

3. USE
Neighborhood digital services Design-Material trend
Digital Manufacturing Process
1. SHAPE
2. MAKE
TEXT TO SHAPE
GENERATIVE RESEARCH
A neighborhood micro factory strategy enabling distributed
manufacturing of designs in response to the trend of object
personalization aided by 3D design co-creation & 3D Printing.
INDEX www.hardikjamin.comHARDIK J. AMIN
Additive Manufacturing of Human Aided Design as
Neighborhood Enterprises

EVALUATIVE RESEARCH
Centralized Business
ON-DEMAND PRODUCTIONreducing expenditures
reducing intermediary steps
Design Print
Personal
Variation
UNIQUE
Product
COMPANY
Market
Location
User
Research
Design
Mass
Production
Storage
Inventory
Distribution Retail USER
expenditure cloud
Distributed Business
DIRECT REACH MAKES IT AFFORDABLE
removes storage-inventory
DesignCOMPANY
LOCAL
CENTER USER
shrinking of
expenditure cloud
MORE PROFIT MARGINDesign mass-customization using 3d printing in 1.5 hours.
TEXT TO SHAPEA neighborhood micro factory strategy enabling distributed

TEXT TO SHAPEA neighborhood micro factory strategy enabling distributed
EXPERIENCE PROTOTYPE
A lifestyle of Shape-Making as
emergent in reference to past
that evolved as Text-walking.
THIS IMAGE CONNECTS TO VIMEO
http://vimeo.com/31378411
SELECT
1
CUSTOMIZE
2
3
MAKE IT !
3D PRINTER
by Stratasys
READY TO USE
OBJECTS!

BUSINESS DESIGNDevise offerings that inspire organizations and excite customers,
by creating new market avenues for sustainable growth by
combining design thinking and corporate strategy methods. THINKING TOOLS
DISCOVER STRATEGIZE INNOVATE
Mind Map
Social Impact
Usability Testing
Customer Journey
Context Panaroma
Touch Point Matrix
Generative Research
Road Map
Story Board
System Map
Financial Model
Product-Service
Rough Prototype
Experience Prototype
Actors
Service Image
Business Model
Opportunity Map
Value Proposition
Evaluative Research
Touch Point Strategy
For creative business innovation, some of the
methods used to craft strategies!

Barilla Chalta Pasta Service Design

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