Patricia Aguilera. Human-Centred Service Design. IDEO U. 2024.
2024 is my year for upskilling! I’ve long been wanting to transition my professional career into customer service design. This year, I did the IDEO U online course Human-Centred Service Design. Here are the results.
Read MorePatricia Aguilera. Master of Design. Auckland University of Technology. 2010.
‘A Quest for Branding’ is a complex project that integrates business management and new technologies. The nature of this project requires a qualitative research, to understand the elements that create brand value, to develop a useful tool to design brand strategies for SMEs. The methodology suggests a systemic approach that includes the use of Process Mapping and Organizational Cybernetics as core methods.
Read MorePatricia Aguilera. Graphic designer and brand strategist. Thoughts 2015.
Design is about building the sharpest connections between a concept and the imagination. Only then, do great ideas emerge. When design seduces the senses, the heart skips a beat. It’s about discovering the excitement of a blank piece of paper and transforming it into something truly unique. It’s pure inspiration. It’s real value.
Read MorePatricia Aguilera. Graduate Diploma of Creative Technologies. Media Design School. 2014.
The creation of brands, as objects of desire is a complex human-centric process that needs to consider people’s needs, aspirations, lifestyles and desires. The understanding of what inspires and connects emotionally with a specific demographic is relevant in the creation of desire and the decision-making process for the inclusion of features that trigger emotional responses. As audiences vary from project to project, the understanding of different group’s needs varies accordingly.
Read MorePatricia Aguilera. Graduate Diploma of Creative Technologies. Media Design School. 2014.
Startling Aerospace is a privately owned pioneering space travel company that is changing the paradigm of space access. By revolutionizing orbital launch vehicles, Startling Aerospace offers a world-class launch range that makes space travel affordable and accessible.
Read MorePatricia Aguilera. Graduate Diploma of Creative Technologies. Media Design School. 2014.
Bloom is a hip crafted floristry boutique devoted to creating meaningful flower art that expresses individual stories. Matching the right flower to the right owner requires not only skills but also passion and an avid understanding of every flower’s personality.
Read MorePatricia Aguilera. Graduate Diploma of Creative Technologies. Media Design School. 2014.
Origins is a limited edition, single malt whisky that marks the beginning of a new era, the renaissance of New Zealand distillery. It draws from its heritage to write its new own history.
Read MorePatricia Aguilera. Graduate Diploma of Creative Technologies. Media Design School. 2014.
The way we connect emotionally with objects has two dimensions. The first dimension is personal and it involves our self-projection onto objects and the creation of meaning. The second dimension is social, our expression to the world and how we desire to be perceived by others through symbolic objects.
Read MorePatricia Aguilera. Graduate Diploma of Creative Technologies. Media Design School. 2014.
‘Objects of desire’ is an expression widely used to refer to ‘things’ that are perceived to possess qualities that are attractive and pleasing when experienced through the senses. There are diverse contexts where the expression ‘objects of desire’ is used.
Read MorePatricia Aguilera. Graduate Diploma of Creative Technologies. Media Design School. 2014.
In the framework of a new experience economy, emotional design not only delivers value to customers but also creates competitive advantages for companies. In this context, creating ‘objects of desire’ though affective design becomes a graphic designer’s craftsmanship. The understanding of ‘affective visual codes’ provides an extraordinary value to a graphic designer who aspires to pursue a professional career in brand identity design.
Read MorePatricia Aguilera. Graduate Diploma of Creative Technologies. Media Design School. 2014.
The research methodology for the project 'Creating Objects of Desire Through Emotional Design' includes literature review, case studies, design persona profile and kansei engineering and it procures to investigate design strategies to create emotional responses through graphic design informed by product design practices.
Read MorePatricia Aguilera. Master of Design. Auckland University of Technology. 2010.
ABSTRACT
Small and Medium Enterprises (SMEs) exist in a challenging context, as a result of highly competitive marketplaces. It is of vital importance that SMEs discover a strategic way to differentiate from their competitors and position their brand offerings in the mind and the heart of their customers. The introduction of design thinking, brand strategy, and a human-centered approach can help SMEs to add value to their brands, create brand-led companies, and engage with their customers.
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Patricia Aguilera. Master of Design. Auckland University of Technology. 2010.
ABSTRACT
The new economy has changed the business panorama dramatically. Enterprises struggle to stand out in aggressive competitions. Small and medium enterprises have entered a new era in which they either reinvent themselves or fade away in a dynamic market. It is of vital importance that they use all resources available for restructuring their businesses and adapting to higher performance standards established by customers.
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