Rosario Estay

(design research / product innovation design)

Project type
user research
business innovation
product innovation

Brief Description
The shampoo, one of the most popular personal care products, is used frequently by millions around the world. The environmental impact is huge (148g of CO2 emitted per bottle). The impact of an innovation in this industry has far reaching potential. The Better Beauty project focused on research, conceptualization and feasibility assessment of a sustainable shampoo formula and it’s packaging with a focus on the customer experience.

Challenge
How to reduce the environmental impact of the shampoo (formula + packaging) in it’s whole life cycle (materials, transportation and disposal) while not compromising the customer experience?

Solution
Conceptualization and feasibility assessment of a system that solves the problem of packaging while still providing an environmentally friendly, toxic-free shampoo at an affordable price point and providing a fun experience. This is through a unique and innovative shampoo Mix-It pod which is placed in a reusable container and mixed by the customer with boiled water producing twelve ounces of liquid shampoo, enough for multiple hair washes.
Environmental impact: need for plastic bottle eliminated / reduction of shipping volume / eco friendly formula
Customer Experience: creation of a a delightfully novel and unique experience for customers as well as an excellent shampoo.
Viable Business: potential for massive market, lower cost on materiales and productions process, and lower cost on logistics.

Project type
user research
experience design

Brief Description
40 million people in the U.S. suffer from anxiety disorders (20% of the population). Unfortunately only 1 in 3 receives treatment. This team based project researched the anxiety from the point of view of sufferers, experts and caregivers. Bringing to light a common journey pattern, the team uncovered insights and translated them in to self-manage solutions to help mitigate this common mental health disorder. 

Challenge
How can we alleviate anxiety sufferers (young professionals) journey through mindful self management? 

Solution
The team conceptualized and prototype a system of tools (website, app, box and truck). The main goal was to help anxiety sufferers manage their stress in the moment with the premise that by tapping into the memories, sight, sound, and smells you love you can bring your self back in to the present. 

(product and business strategy)

Project type
user research
market research
product design
business strategy

Brief Description
The pains of gift shopping takes away from the joy of gift giving. Searching for the right gift demands time and mental energy, which adds up to unnecessary stress. The sheer number of gift possibilities is overwhelming. The $350 billion dollar gifting industry (U.S) presents a prime business opportunity based on differentiation through a unique service that includes consultation and curation to find unique gifts.

Challenge
Alleviate the stress and reduce the amounts of time and mental energy that involves the gift giving process. How can we help in the search of meaningful gifts?

Solution
Every great gift starts with a great idea. GIFTD is a personalized recommendation service that delivers users ideas for meaningful gifts. An online platform (on-growing data base with recommendations) combined with a one-on-one personal consultation uncovers key insights about gift recipients. These insights inspire gift recommendations (physical gifts or experiences). The result is a meaningful gift that enhances the human relationship. 

(operational strategy for Four Barrel Coffee)

Project type
operational strategy
market research
business strategy

Brief Description
Four Barrel is a coffee roasting company based in San Francisco, whose mission incorporates giving back, fair trade, and the pursuit of the perfect cup of coffee.  After directly sourcing coffee from across the globe, Four Barrel saw the opportunity to expand their current product line to include honey, which has a unique relationship to the coffee farms (evidence has shown that increased bee pollination on coffee farms can increase crop yields up to 25%). This team based project developed the complete operational plan to include honey production and sales in to Four Barrel existing organizational structure.

Challenge
Create an operational plan for Four Barrel to include honey production into their current organizational structure.

Solution
Working hand in hand with Four Barrel, the team developed “The honey project". The operational initiative included a pilot program adding beekeeping on a coffee farm and selling the honey in Four Barrel cafes. After examining countries where the company sources coffee, it was decided to develop the pilot program with one of the coffee farms where Four Barrel Sources coffee in Ethiopia. We found a beekeeping partner to provide training for the coffee farmers as well. Besides the operational initiative, the operational plan delivered to Four Barrel included: the corporate strategy, the functional strategy, competitive landscape, organizational chart, process description, business case, marketing plan, human resources, and overview of process benefits.

(brand strategy case study)

Project type
brand strategy
market research

Brief Description
Jonathan Adler is a luxury home-decor company that offers furniture and accessories in a unique midcentury-modern style. For a Brand Strategy graduate elective, I chose this company to develop a Brand Identity Planning model throughout intensive research (brand, organization, customers, competitors, values, symbols, brand relationships and emotional values, etc…). After the mentioned analysis and identifying a business opportunity, follows the development of a Creative Brief and a Brand Communication Campaign.

Challenge
Develop a Brand Communication Campaign to create awareness around the opening of a new Jonathan Adler flagship store in Hong Kong (starting point of the expansion of Jonathan Adler to the luxury emerging market in Asia). How can we evoke curiosity and excitement and attract people to the store and to the brand?

Solution
With the development of the Brand Identity Planning Model, market and user research and the Creative Brief, the project focused on the creation of a Brand Communication campaign for the launch of Jonathan Adler's first flagship store in Asia (Hong Kong). Some of touch-points developed to connect the identified target audience in Hong Kong with the brand’s values and style included: trams and billboards, partnerships with hotels, partnership with airline (lounge area + aircraft accessories ex:blanket), resting areas in shopping mall, gift cart at the airport and others.

The project scope to rebrand CorpGroup, leading financial holding, was gigantic. I Co-led the complete image renewal of the company, working directly with the CEO and engaged with every department of the company to ensure successful execution and alignment. For this project I had the amazing opportunity to work directly with Massimo Vignelli, designing material under his straight supervision. 

Sampling of visual designs for different types of projects and clients (corporate, startups and non-profit).

Brand Strategy followed by visual design work developed for different types of clients.

In my experience, most interior design projects start through conversations with the client, user research, space assessment and concept development. This translates into different styles through color palettes, materials, furnitures and accessories. Following comes the coordination in between client - designer, contractors and providers for the project's execution.

This is a sample of interior design projects developed as part of a design team at Handel Architects San Francisco. My responsibilities included:

Research and development of interior concepts for multiple projects.
Presentations to clients.

Deliver high profile of interior sketches, color palette and material palette selection.

Oversee new materials and product selection.

Coordination with contractors and clients for projects successful development.