PORTFOLIO

Hello,

I’m Gustavo Primaveraa Product-Service System Designer.

.

“After obtaining a solid base in Industrial Design in Argentina, I moved to Italy to submerge into the world of Service Design looking for a radical new approach to consumer goods.I came to realize that good design is a human-centered-oriented combination of products and services that allows for social innovation to produce behavioural changes in the way individuals or communities act to solve a problem or to generate new opportunities.”

...and that was my summary quote.

This is my personal information...

Argentinean and ItalianMale, Single

Born in Buenos Aireson 11 December 1984

Via Bramante, 17Milano 20154, Italy

mobile +39.328.259.8821 +54.119.174.2114

[email protected]

Research

Data collection. User centered focused research. Participatory design apporach. (Focus groups hosting, interviews and direct observation).

Analysis

Product and service requirement programing and product and services guidelines. Decoding signs, indications, analogies, metaphores, symbolisms, likeness and likelihood.

Concept Envisioning

Translation of the research and analysis insight into visual outcomes. 3D modelling, sketches, mock-ups and fast prototyping. Infographics, scenario building and storytelling - both visual and verbal narrative descriptions.

Product/Service Design

Product Prototyping and industrialization follow-up. Service System Organizational Models. Business Models. Co-Design Workshop hosting.

Computer Software

Mac + Windows. Adobe Suite (Acrobat, InDesign, Illustrator and Photoshop). 3D modelling (Rhinoceros, 3D Max, Solid Works). AutoCad 2D & 3D.

Skills

Bachelor Degree in Industrial Design FADU Buenos Aires University. 2003 - 2006

M.Sc. Degree in Industrial Design FADU Buenos Aires University. 2006 - 2008

M.Sc. Degree in Product Service System Design Politecnico di Milano 2003 - 2006

Spanish Native speaker.

Italian Professional work proficiency.

English Cambridge Proficiency Examination.

Education Languages

About me

Designer and Pattern Maker Darcos Tango

Head of the design department, and factory production supervisor. Professional and high performance dancing shoes for tango.

January 2006 – January 2007 Buenos Aires, Argentina.

Environmental Services Technical Support HCA Consultora

Execution of metric calculations and technical documentation and procedures. Preparation of documentation and technical assistance for drinking-water networks projects in the city of Buenos Aires, performing CAD tasks.

February 2007 – December 2009 Buenos Aires, Argentina.

Product Designer and Strategist Pierandrei Associati

Product development from concept to prototype. Companies: Flos, Tecno, MDF, Guzzini. Urban furniture for YARE (Yachting After Sales & Refit Exhibition).

January 2011 – July 2011 Milan, Italy.

Product Service System Designer DESIS Lab Milano

Service Design for COLTIVANDO, University Orchard. The project aimed at evolving the community garden model into a cooperative, based on a collaborative service between Politecnico di Milano and its neighbourhood.

January 2012 – July 2012 Milan, Italy.

Accessory Design Teacher Buenos Aires University

Tutoring a group of 25 Fashion Design students. Personal orientation and reviewing of their work. Grading of my group and general class leveling.

February 2009 - December 2009 Buenos Aires, Argentina.

Work Experience

About me

Coltivando The Convivial Orchard of Politecnico di Milano.

Evolving the community garden model into a cooperative, based on a collaborative service between a university and its neighbourhood.

Thesis project for the M.Sc. degree in PSSD developed for the DESIS Lab Milano in collaboration with the NGO Nutrire Milano.

Dam elibunum eti, sil hoc, contu venatorsu

This is the reason why the introduction of PSS business models can bring substantial change in the existing market and society in a relatively short period of time.

TIMELINE

ACTORS

ACTIONS &RESULTS

EXPLORINGOPPORTUNITIES

Novembre ‘11

Temporary Urban Solution Course: ‘C’è Spazio per Tutti’.

Exploration of the event outcome:Pilot Project ‘C’è Giardino per Tutti’.

RESEARCH &ANALYSISFebruary ‘12

Analysis of the niche.

Networking with the local community garden and urban landscape initiatives.

Contact with international Realities.

PSS concept idea development.

INFORMING &ENGAGING

April ‘12

Presentation of the concept vision to Politecnico authorities.

Creation ofthe brand.

Co-Design Workshop seeder with Academic Community.

First Co-Design Workshop.

Second Co-Design Workshop.

PSSDEVELOPMENT

June ‘12

Design of thePSS Enabling Solution.

Presentation of the Final Solution in Ateneo of Politecnico di Milano.

IMPLEMENTTHE PSSOctober ‘12

Registration of the Association.

Co-Construction of the Garden.

Creation of the critical mass community.

SUPPORT &INCUBATION

October ‘12

Evaluationof the PSS Enabling Solution.

Designing ‘in’ the collaborative community:Co-Design Workshops ‘in situ’.

REPLICATIONSTRATEGY

Local Replication: Toolkit Strategy

International Expansion:Format Strategy together with the DESIS Network

MAINTENANCE &EXPANSION

October ‘13 to ’15

Implemented Solution.

Introduction of the new service aspects:Market Stand;Barter Workshops,Academic Curricula.

design team

sponsorsdistric 9

studentsstudents in course

volunteerslocal community

lead users

Coltivando Community local communityD.I.S. ARC.

ENG.

LABS market stand students in coursecoordinator board of directors

PSS innovations are fundamentally different from incremental innovations due to its radical approach. Incremental innovations on the other hand are more concerned with exploration of existing business processes and technology.

Dam elibunum eti, sil hoc, contu venatorsu

Thinking in a creative, new uncommon way, and actively use visualizations, analysis and stakeholder management in the design process.

Project Methodology Designing and selling an interconnected system of products and services.

Coltivando Garden location behind Bovisa Campus’ Design Library.

Diagram of the Service Offer

First Co-Design Workshop The participants where engaged in preconceived co-design activities.

Second Co-Design Workshop Designing in situ.

The second workshop was held in the campus garden where the orchard is going to be placed.The aim of this second run was to involve as many participants as possible including all the interested integrants of the student community inside the Bovisa Campuses of Politecnico di Milano.

Support & Incubation Stimulate behaviours. Evaluate the service. Societal Embedding.

Maintenance & Expansion Garden expansion. Service expansion. Full sustainability.

Replication Strategy Adopt, adapt & re-localise.

Keep small scale and relational qualities.

Pathway Transition

To successfully scale collaborative services we need to do so without increasing its size. Scalability should be thought in the shape of a network of multiple numbers of the same service idea connected with one another in a way that still maintains the relational qualities of each initiative.

Pathway Transition Reaching full sustainability.

The way in which we multiply the number of service ideas and connect them creating a larger network can be defined as the replication strategy.

Sustainable steps of growth towards a successful replication strategy.

Coltivando Membership Manual.

The ‘Coltivando Member Manual’ is a useful tool for understanding the finer points of the cooperative’s membership and for answering the members’ questions about pressing issues. The manual was created based on the feedbacks gained at the co-design workshops as a result of the Roles and Rules activities. A part from setting the basic rules, the manual explores the different aspects of being a Coltivando member.

Coltivando Program Model.

The program model is a co-designed index of all the activities that the garden needs to be able to function fully, as well the role of the different kinds of members who are capable of doing them. During the workshop the participants were asked a two-folded task. On the one hand they had to define which actors they believed could develop the activities, and on the other hand they had to fill in blank spaces

with activities they thought were missing or change the order of the existing ones according to the time laps and categories they were in. Just like the Membership Manual, the program Model as co-production material, it is to be put under constant evaluation and remediation during the co-design workshops in situ.

2RETECA Co-Working Hibrid Space.

The store was conceptualized in order to fulfill the needs of the modern graduate - a striving entrepreneur who lacks ideal working space and appropriate contacts to kickstart his career. RETECA attempts to meet these two needs through a condusive workspace-cum-meeting place and a networking platform that allows professionals to interact and learn from one another.

A project for a Design Thinking course at Politecnico di Milano.

Concept Visualization Hybridization.

The research behind the solution started with an analysis about what hybridization means and how it translates in the retail world. Whether it means the co-existence of two or more economic models or related to the mix-and-matching of different styles, a hybrid retail store is a crossbreed between different retail entities to produce one unique service.

meeting-room

semi-private

public

use facilities

pitching

networking

database

rent a space

self-service

reception member

System Map Visualizing the way the service-offer works.

RETECA offers the possibility of access to a conducive workspace, filled with products and services for learning, networking and professional growth all combined inside a hybrid reatil store. Its aim is to provide a launching platform for young entrepreneurs who are just coming out to the working scene.

Customer Journey A map that visualizes the way the system works.

At the same time the service also offers an excellent window for companies interested in either getting to know in advance prospective candidates or in hearing fresh new objective ideas.

Phase 3 Porject Selection

Phase 4Project Implementation

Phase 1Project Launching

Phase 2Multidisciplinary Group Pitching

The physical pitching is the starting point for the relationship between Reteca, its members and outside companies.

In partnership with RETECA, outside companies profit from the opportunity of working side by side with a multidisciplinary crowd of creative talents from the project’s launching until its implementation.

3B&D wheelbarrow

Co-branding wheelbarrow designed as a synergy between Black&Decker, Living Magazine and Sodimac Home Centre in order to increase consumers’ cache, as well as to reinforce and strengthen their brand names in the market.

A project for Strategic Design Studio at Buenos Aires University.

Sinergetic The handcart works as a unit that collects, transports and provides all the necessary elements for the activity.

The wheelbarrow represents all of the brands envolved. It is an innovative Black&Decker product, a hobbie for the Living Magazine reader and a convenient house-hold gadget to be sold at Sodimac.

Back view of the wheelbarrow tool container

4BiTo Pediatric Standing Frame.

The stander design features age and stature adaptability in the range from 2 to 7-years-old; wheels, front-view-maneuver-handles; adjustable table for eating, playing and reading and storage device. Concretion: Prototype.

Project developed for the Argentinean Association of Ocupational Therapists together with the National Institute of Technology and Innovation (INTI).

A standing frame provides alternative positioning to sitting in a wheelchair by supporting the person in the standing position which improves limb circulation and increases independence, mobility, and as a result self-esteem.

Adaptability A strategical medical treatment. 2-7 years old.

The goal is to start rehabilitation from and early age, as soon as the pathology is detected in order to improve the quality of life. Professional intervention is key during the child’s first years since the biggest and best advances in the treatment are achieved at this stage with the daily use of a standing frame. BiTo is completely adjustable to accompany both the grow of the infant and the dinamic process of physical rehabilitation.

Accessibility Simple technology reaches everyone.

Meant to be a social project of free distribution, BiTo was especially designed to be produced by technical high schools in Argentina. Students from the last year of highschool fabricated standing frames and wheelchairs to them among underprivileged neighborhoods of Buenos Aires’ suburban area. The technology chosen posibilitates the manual fabrication and the material selection guarantees their easy access.

UrAria Personal space everywhere.

The product consists in a hood designed for travelling and commuting. It aims at providing a sense of personal space and privacy in situations of public and semi-public transportation.The main functions are hood, scarf, safety pockets, blow-up cushion for sleeping and black-out visor.

The project was tested in a 30-unit scale of production. ‘Sold out’ winner at Design Market 2010 Politecnico di Milano.

blow-up head cushions

> light blocking

visor

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hand pockets

velcroinner

pocket

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Colour Mill Inflatable Structure and Art Installation.

By setting the shape of a snow globe within a cube, we intentionally create a conflict of emotions, generated by the paradox of forms and bright colours. Approaching the space as an object, we took inspiration from the universally recognised icon. The result was an evocative spiral of colours, shapes, and shadows that generates interest, emotions and life the piazza’s passers-by.

A project for ‘Volo e Basta’ as part of their Winter ‘11 advertising campaign.

The square comes to life at night.

The proposed inflatable structure is to be situated in the center of Piazza 25 Aprile, Milano; where it is necessary for pedestrians to pass through to go from Corso Garibaldi to Corso Como and viceversa.

7Sanicel Sanitary system for emergencies.

The sanitary system is meant to fulfill the sanitary needs of refugees of social or natural catastrophes. The main intention is to generate clean and easy-circulation spaces. Divided into private and semi-private modules, the whole system works continually. The key to its flexibility lies in the possibility of lining up as many modules as are needed, whilst also being able to organize them based upon the demands of each particular situation.

Concretion Level: Concept 3d modeling and 1:5 scale model.

8FADU Furniture System Specially design for the Design School of Buenos Aires University.

The project was finalist to re-design the contest “Nuevo Mobiliario Facultad de Arquitectura Diseño y Urbanismo”.

Concretion Level: 3D Presentation and 1:5 scale models.

9Miscellaneous of product proposals.

Strategyc product families.

The project consisted in the creation of several product families targeted to italian home-ware consumers and addressed to their different lifestyles and habits throughout the day. The proposals follow the concept multiple is practical an features a series of multipurpose, multi-parts products. The products are meant to be sold as sets. Reducing the cost of each seperate element, by selling a package of functions. Beneficiating customers as well as sells.

Development of the backbone for Beta 2.0

Following the spirit that characterizes the Beta Project - the furniture system that reshapes the space, adapts to people’s behavior and evolves over the time - the 2.0 version was developed to provide more functional freedom, customization and structural strength. The backbone was developed completely in metal sheets, the base is now independent from the central body to facilitate layout organisation and leveling process; and ensure the utmost freedom in terms of wiring management.

Thankyou!

That was a selection of my works.

Want to see a little more? Would like to get in contact?

[email protected]+39.327.259.8821+54.119.174.2114