INTUY
Improving the presence of Ecuadorian design products in new market spaces
UX Research - Data Analysis - Concept Development
Project Duration: 10 weeks
Project type: Individual
My role: User Research, Data synthesis and analysis, Business model generation, Conceptualization and Prototyping
01
Overview
Intuy is a platform where Ecuadorian designers can successfully navigate through the different stages of their business consolidation.
Our main goal is to help these entrepreneurs make their businesses sustainable and Ecuadorian designs have greater visibility.
02
Problem
In Ecuador, there is no culture of consuming design. The consumer has the misconception that design is aimed at an audience that consumes luxury, exclusivity, and does not need to buy. That is why young designers face a difficult situation due to the lack of jobs, low-paid jobs, uncertainty, and anxiety.
This insight brings in a need to help the increasing number of young Ecuadorian entrepreneurs develop strategies to adapt to the growing market and increase the consumption of local design.
03
Research
This research aims to understand the problem in-dept and obtain key insights from experts in different areas. Furthermore, the issues currently faced by designers will be diagnosed in various design studios and complemented by a survey of customers in general.
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Secondary Research: Theoretical approach, extensive secondary research through articles, journals, Future trends, Business Environment, PESTEL, and SWOT analysis.
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Primary Research; Survyer with 146 participants and a total of 11 subjects from our user groups.
04
Synthesis and Analysis
In this phase, all the data was gathered from the research phase. I used the Affinity Mapping tool in order to cluster the data points and start finding patterns within them. Finally this is how I got the Key insights that lead the ideation phase.
In this phase also helped us better understand our future target audience and create Personas and Empathy maps that were derived from the in-depth interviews from the primary research.
05
Ideation
Based on secondary and primary research, all key problems were analyzed and filtered to align with the purpose of the research.
In this section, we will outline opportunities, design criteria, market research and concepts. Ideas were then tested with Design experts, design students, and startups owners.
06
Prototyping
For our first approach to the prototype, we had to identify a real solution that met the purpose of the research. This was possible thanks to the use of tools such as ZAG, value preposition statement, business model canvas, SWOT, and finally a strategic plan.
This was followed by developing a Business plan implementation, design of brand identity, two products that will help to connect INTUY with the final consumer (APP and Pop-up store.) and finally a monetization model.
