One of the main subjects of the nowadays design practices is the experience design, or in other words the customers perceptions and sensations when involved in the process of consuming a product, a service. The businesses pursue new levels of competitiveness as far as the customer experience is regarded. Designed to be gratifying and justify the spending and the involvement of the customer in the activity flows of a business, the user experience design aspect is considered to be crucial for a long term success of a company. Considering the upper described frame the present thesis regards the re-definition of the Italian Gelateria. It is a recognizable, pattern determined, comfort food consumption experience with strong established features related to the product it self and to the experience. The area is governed by dominating environment features, product contents, ways of selling, ways of consumption. In order to revitalize, give a new meaning and by this create added value to a potential new business in the area , the thesis hereby emphasizes important existing data: the history of the products, the used technology, raw materials, the sales model, the consumption experience. On the other hand three important study cases are included in the research in order to identify the key points that have given them notability but above all success : Grom - the world wide known Gelateria, Bottega del Gelatto - the local Milanese Gelateria and BiancoLatte - the Gelato Restaurant. Combined with the potential customer survey and authentic trends related to the business and services a new format for the Italian Gelateria is generated - " La Via del Gelato". A complex product service system project that reflects the concept of a new Italian Gelato experience. It is concentrated around key points such as local, seasonal, traditional, solidal. When referring to these key points we ought to regard not only the product and it's ingredients but also the production process, the people and their skills, the place and all in all a genuine environment that breaths tradition, quality and historical value of the product.
Uno dei principali temi del design contemporaneo e' ll design dell'esperienza anche descritto, in altre parole, come la percezione dell'utente e delle sue sensazioni legate al prodotto e al servizio. Proprio riguardo questo soggetto, le industrie si stanno sempre piu' orientando verso l'implementazione di soluzioni di questo tipo. L'esperienza dell'utente viene infatti progettata (a monte dall'azienda stessa) per essere gratificante e incentivare la volonta' d'uso dell'utente in modo da garantire al prodotto o servizio un successo duraturo nel tempo. Considerando ll frame appena descritto, la tesi si sviluppa attorno al re-design della Gelateria Italiana, con l'intento di modificare l'attuale esperienza di "comfort food consumption" e i rigidi schemi d'uso e consumo che la contraddistinguono: una "sempre uguale" modalita' di acquisto e consumo, un "sempre uguale" ambiente di vendita e un "sempre uguale" prodotto. Con l'obiettivo quindi di reinterpretare questo tema, la tesi vuole fornire un nuovo significato legato all'esperienza del Gelato, per creare valore aggiunto e un nuovo business nel settore in termini qualitativi, soprattutto (e non solo quantitativi). Partendo da una ricerca sulla situazione esistente (storia del prodotto, materie prime utilizzate, tecnologie di produzione, modalita' di vendita e di consumo) e analizzando tre casi studio di gelaterie milanesi (Grom, Bottega del Gelato e BiancoLatte) e i trends del mercato in temini di modelli di business e servizi, si cerca di fornire una valida alternativa: una nuova Gelateria. Cosi nasce "La Via del Gelato", un complesso sistema prodotto-servizio che fornisce una nuova esperienza del Gelato Italiano. Basata sui concetti di locale, stagionale, tradizionale e solidale, questa nuova proposta si declina non solo sul prodotto e I suoi ingredienti ma anche sul processo di produzione, con la volonta' di fornire un nuovo design dell'esperienza delle persone durante il loro incontro con ll Gelato.
Reframing Italian gelateria
MACNOVIT, CORINA
2010/2011
Abstract
One of the main subjects of the nowadays design practices is the experience design, or in other words the customers perceptions and sensations when involved in the process of consuming a product, a service. The businesses pursue new levels of competitiveness as far as the customer experience is regarded. Designed to be gratifying and justify the spending and the involvement of the customer in the activity flows of a business, the user experience design aspect is considered to be crucial for a long term success of a company. Considering the upper described frame the present thesis regards the re-definition of the Italian Gelateria. It is a recognizable, pattern determined, comfort food consumption experience with strong established features related to the product it self and to the experience. The area is governed by dominating environment features, product contents, ways of selling, ways of consumption. In order to revitalize, give a new meaning and by this create added value to a potential new business in the area , the thesis hereby emphasizes important existing data: the history of the products, the used technology, raw materials, the sales model, the consumption experience. On the other hand three important study cases are included in the research in order to identify the key points that have given them notability but above all success : Grom - the world wide known Gelateria, Bottega del Gelatto - the local Milanese Gelateria and BiancoLatte - the Gelato Restaurant. Combined with the potential customer survey and authentic trends related to the business and services a new format for the Italian Gelateria is generated - " La Via del Gelato". A complex product service system project that reflects the concept of a new Italian Gelato experience. It is concentrated around key points such as local, seasonal, traditional, solidal. When referring to these key points we ought to regard not only the product and it's ingredients but also the production process, the people and their skills, the place and all in all a genuine environment that breaths tradition, quality and historical value of the product.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/30961