‘Melina Light: Rethinking the experience’ is a master’s communication design thesis about the intervention and redesign of the online communication strategy used by the Milanese brand Melina Light until 2019. This company belongs to the industry of the luminaire by designing and producing exclusive pieces of high-end luminaire mainly for an international target. However, the market of this industry is currently very competitive and saturated with many other companies that also provide similar solutions and have become an important challenge to deal with for Melina Light. This is why after went through a period of big administrative changes and economical crisis, the company with the purpose of improving its online performance decided to give a green light to the development of this project, to methodologically elaborate a brand audit and also explore possibilities of intervention that could allow it to potentiate the brand by building a stronger identity that enhances the user experience to increase the interest of its audience on the brand and its products, considering the main moments of interaction between the stakeholders, seeking to generate the greatest possible value proposition out of it. To accomplish the different needs of the project during the process was mainly taken into consideration the ‘design thinking’ and the UX design point of view to structure and evaluate all the old and new information according to the goals of each phase. At the end of this project was possible to determinate very positive results after a pilot test, like in first place an increase of 700% in the number of visitors interested in the content of the company; and secondly, an increase in the number of interactions between the audience and the entity.
"Melina Light: Rethinking the experience" è una tesi di master in communication design sull'intervento e la riprogettazione della strategia di comunicazione online utilizzata dal brand milanese Melina Light fino al 2019. Questa azienda appartiene al settore degli apparecchi di illuminazione progettando e producendo pezzi esclusivi di apparecchi di illuminazione di fascia alta principalmente per un target internazionale. Tuttavia, il mercato di questo settore è attualmente molto competitivo e saturo di molte altre aziende che forniscono anche soluzioni simili e sono diventate una sfida importante da affrontare per Melina Light. Questo è per questo che dopo aver attraversato un periodo di grandi cambiamenti amministrativi e crisi economica, l'azienda con lo scopo di migliorare le proprie performance online ha deciso di dare il via libera allo sviluppo di questo progetto, di elaborare metodologicamente un audit di marca ed esplorare anche possibilità di intervento che potrebbe consentirgli di potenziare il marchio costruendo un'identità più forte che migliori l'esperienza dell'utente per aumentare l'interesse del suo pubblico su il marchio ed i suoi prodotti, considerando i principali momenti di interazione tra gli stakeholder, cercando di generare da esso la maggior proposta di valore possibile. Per soddisfare le diverse esigenze del progetto durante il processo è stato preso principalmente in considerazione il 'design thinking' e il punto di vista del design UX per strutturare e valutare tutte le vecchie e nuove informazioni in base agli obiettivi di ciascuna fase. Alla fine di questo progetto è stato possibile determinare risultati molto positivi dopo un test pilota, come in primo luogo un aumento del 700% nel numero di visitatori interessati ai contenuti dell'azienda; e in secondo luogo, un aumento del numero di interazioni tra il pubblico e l'entità.
Melina Light. Rethinking the experience
LOZANO URREGO, PAULA
2019/2020
Abstract
‘Melina Light: Rethinking the experience’ is a master’s communication design thesis about the intervention and redesign of the online communication strategy used by the Milanese brand Melina Light until 2019. This company belongs to the industry of the luminaire by designing and producing exclusive pieces of high-end luminaire mainly for an international target. However, the market of this industry is currently very competitive and saturated with many other companies that also provide similar solutions and have become an important challenge to deal with for Melina Light. This is why after went through a period of big administrative changes and economical crisis, the company with the purpose of improving its online performance decided to give a green light to the development of this project, to methodologically elaborate a brand audit and also explore possibilities of intervention that could allow it to potentiate the brand by building a stronger identity that enhances the user experience to increase the interest of its audience on the brand and its products, considering the main moments of interaction between the stakeholders, seeking to generate the greatest possible value proposition out of it. To accomplish the different needs of the project during the process was mainly taken into consideration the ‘design thinking’ and the UX design point of view to structure and evaluate all the old and new information according to the goals of each phase. At the end of this project was possible to determinate very positive results after a pilot test, like in first place an increase of 700% in the number of visitors interested in the content of the company; and secondly, an increase in the number of interactions between the audience and the entity.| File | Dimensione | Formato | |
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Paula Lozano - ML Rethinking the experice.pdf
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https://hdl.handle.net/10589/167522