Iva Markovac
CX+Service design

Eye on Hoops

Oh! So Croatia

Piantaforma

Moleskine Sharedetour

Sport Startups

Cera una volta

Publications

The Product of Social Design

Other

Kino Mreža

KinoKino

Sabi

Chair

ABOUT

CONTACT

Croatian-born experience designer with an education and work experience in international contexts (Italy, Netherlands, Austria, UK).

I am passionate about creating digital services and products based on understanding of human behaviour.
For more work see
LinkedIn


imarkovac@gmail.com
Skype: iva.markovac

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EYE ON HOOPS STARTUP

Brief:
Creating a sport startup.

/ Service design
/ Graphic design
/ Mobile app
/ Research
/ Competitive landscape
/ Market analysis
/ Personas (Target groups)
/ Development strategy
/ Milestones
/ Customer journey canvas
/ Platform plan
/ Map of offering
/ Design scenarios
/ Storyboards
/ System map
/ Risks and weaknesses
/ Prototyping
/ Storytelling
/ Partnerships
/ Business plan
/ Pricing policy
/ Diffusion and marketing
/ Elevator pitch


STARTUP IN A TWEET

Pass the borders of stands and experience the action happening on the field through the eyes of the player!

What is ‘Eye on hoops’?
“Eye on HOOPS” is a service for Italian NBA fans willing to see matches in a way that is more innovative and involving than the one offered by TV broadcasts, feeling the thrill of the action from the inside and to becoming their idol for one night.
Our service offers to the final customer - an Italian NBA fan - the vision of basketball matches through the eyes of its top players (available due to our partnership with Nike), with footage available on Sky Sport television and, with exclusive extra content, on a dedicated website.
The “next step” that our service can give, moves spectatorship to a new level, bringing the vision of the game inside the sport field. In order to make the experience more memorable, it’s of no use to add more information, but to virtually bring the point of view closer, or even “inside”, the sport game.

The service will, at first, be focused on NBA but later be scalable to every sport. For this reason the name of the startup is composed by two parts: the first, “eye on”, refers to spectatorship and to the first person point of view we offer, while the second, that changes in reference of the specific sport, consists in “slang” words used to address in an informal, “playground-way”, some technical elements or actions of the sport.


/ collaboration with E. Samioglu, N. Bouzin, E. Polloni and J. Sangiorgio

OH! SO CROATIA

Client:
Nina Zrinski (Oh! So Croatia founder)

Brief:
Defining and prototyping the tourist service in Croatia - Oh! So Croatia.
www.ohsocroatia.com

/ Research
/ User journey map
/ UX
/ Customer journey canvas
/ Map of offering
/ Storyboards
/ System map
/ Prototyping


Oh! So Croatia provides different bus passes starting from Zagreb, Zadar and Split. You can make your electronic travel pass purchase over the e-commerce enabled website. They can be uploaded on mobile devices or printed out at home. Passes have your travel in Croatia sorted and they offer different routes depending on your preferences - long, short, focused on festivals, quiet...
No waiting at counters at the bus or train station to buy tickets. No language barriers with the bus driver. It’s like traveling with public transport with all your bus tickets already in one bus pass.
1. Meet people from all over the world
2. Avoid issues with regular bus lines
3. Get to the must see sites and off the beaten track locations – easily!
4. Accommodation discounts

SCENARIO
1 Book your Oh! So Croatia pass starting in Zagreb, Zadar or Split
2 Arrive in Croatia and hop on the bus
3 Meet people from all over the world
4 Follow the route from stop to stop enjoying the best of Croatia

WHAT’S INCLUDED
Bus transport, free day stop activities, discounts on accommodation, discounts on National Park tickets, discounts for other activities, your Oh! So Croatia friend on board who comes along with trusted travel advice and the best way to see Croatia.

PIANTAFORMA

Client:
City of Milan

Brief:
How to support urban farmers? Building a connection between habitants of Milano and farmers in or on the borders of Milano.

/ Service design
/ Research
/ Personas (Target groups)
/ Platform plan
/ Map of offering
/ User journey map
/ Design scenarios
/ Storyboards
/ System map
/ Risks and weaknesses
/ Prototyping
/ Strategy
/ Partnerships


Starting point:
- keep the digital frame but connect it to the real world
- creating an environment that fosters citizen involvement in supporting local urban farmers using gamification

TARGET:
1. people who own agricultural piece of land and will provide tools, scenarios of actions and awards for participants, in an exchange of external help in cultivating and maintaining the land
2. citizens of big urban agglomerations and specially the nuclear families. Intention of the service is to include all age ranges - from children to seniors (after the expansion of the service phase)

FINAL DESIGN
We designed the service in the form of the open-source platform. This platform provides the connection between farmers and citizens and serves as a place for people to organize their activities and make their communication easier. Piantaforma service goes beyond simple greening of the city and improvement of farmhouses, it is fundamentally about motivating people to become a part of the movement for a greater good.
Piantaforma collaborates with the community (social networks, applications), sponsors, people (families) and creates some partnerships. On the other hand, farm collaborates with experts and families and organizes the missions.


/ collaboration with K. Dembinska, T. Tasic and N. Buzzaccaro

MOLESKINE SHAREDETOUR

Client:
Moleskine

Brief:
Brand Manager of Moleskine, Fabio Di Liberto, asked us to rethink the existing Moleskine project MyDetour. Finding strengths, weaknesses, opportunities and gaps in the existing product, we designed ‘ShareDetour’, in which we changed the perspective and created a traveling notebook - shared Moleskine.

/ Product service design
/ Research
/ Personas (Target groups)
/ User journey map
/ Expectation maps
/ Map of offering
/ Strategy
/ Storyboards
/ Prototyping
/ Storytelling
/ Elevator pitch


MyDetour is a Moleskine project, an opportunity to share your creative experience, on- and off-line: you decorate your Moleskine notebook, drop it in the MyDetour collection boxes and participate in the selections. The Jury then chooses the most inventive notebooks collected in each city, which will be showcased in the next stop and be published on the online gallery. The author of the one single most remarkable notebook for each city is invited to the next opening event.

There were 3 main problems:
/ communication system
- Moleskine advertises MyDetour event through postcards handed out only in the city where the event takes place
- lack of knowledge about MyDetour in Moleskine stores
- website as a confusing source of information, needs restructuring
/ emotions of users
- is the final prize worth giving up your Moleskine? The interviewed winners seamed quite disappointed with the current awarding system
/ prizes
- offering only the participation in the exhibition is not enough, new prizes should be offered

We used 4 tools to prototype the solution:
1 trying to understand what type of user are we dealing with
2 discovering which Moleskine is the most preferred one
3 analyzing the feelings of the users about giving back their Moleskine (happy/worried/sad)
4 identifying optimal prizes for the user


SHAREDETOUR SCENARIO
1. Shared Moleskine comes to life by the creative hand of the user – he/she buys a Moleskine, chooses the topic and starts filling some pages of the notebook.
2. he/she sends it by post to her/his friend who completes the experience with the maximum of 10 participants per notebook. The aim is to not only fill it the best you can, but also to gather as much kilometers as possible.
3. Following the countdown and creating an account on the SharedDetour site you can easily follow the path of the Moleskine journey you participate in.
4. When the time is out, the last user ships it to Moleskine where it is evaluated
5. The group of winning artists get 10 Moleskine products of their choice and the Moleskine itself is displayed in the Moleskine website.


/ collaboration with S. Casanova, M. Jung, A.G. Ruiz and L. Vando

SPORT STARTUPS

SPORT STARTUPS
Workshop by Dario Buzzini (IDEO creative director, NY)
/ startup concept generation

FOOTLOOSE RUNNER
Running is your key ingredient to shake a busy day off and bring back a smile. But sometimes, specially at night, it just does not feel safe out there, right?
We and many other runners are committed to protect that treasured personal moment of yours and make it safe for you.

WATCH2GATHER
Do you think that waking up at 4 in the morning to see a match makes sense to you only? Believe us, it doesn’t.
We know locals and American expats who are eager to share these moments and their passion, even at the wee hours! We offer you the opportunity to meet them and a space to share this experience!

CERA UNA VOLTA

CERA UNA VOLTA
(WHAT KIND OF LEONARDO ARE YOU?)

Client:
MUST - Museo nazionale della scienza e della tecnologia ‘Leonardo da Vinci’

Brief:
Creating a product to be sold in MUST museum shop intended for children visiting the museum on the theme of Leonardo da Vinci.

/ Product service design
/ UX
/ Research
/ Personas (Target groups)
/ User journey map
/ Expectation maps
/ Map of offering
/ Storyboards
/ Prototyping
/ Strategy
/ Innovation in materials
/ Production and supplier price lists

Using the fact that Leonardo’s works are not just in one part of the museum, but in many different parts, the product gained a higher value by getting a service linked to it.
The aim of the service/game ‘‘What kind of Leonardo are you?’’ is to create a stronger connection throughout the museum, as well as to inspire children and other visitors to discover the vast possibilities that the museum offers. While exploring the museum, visitors find various questions connected to different subjects and parts of the museum.
The ticket is given at the entrance of the museum. Tearing the letter of the answer, the user will find out if he/she is: Leonardo artist, Leonardo scientist or Leonardo engineer!

Product offered at the MUST shop gives the user the ability to check if the result of the game was correct or If the potential is there to switch ‘professions’.

/ collaboration with T. Tasic, Y. Li, G. Galanti and N. Pietrobelli

KINO MREZA

Client:
Croatian Audiovisual Centre

Brief:
Designing the visual identity for ‘Kino Mreza’ / ‘Croatian network of independent cinemas’.

/ Graphic design
/ Interaction design

Solution for the ‘Croatian network of independent cinemas’ integrates the conception of cinema using a film tape. Three fragments of a tape suggest networked parts of a whole, and are divided into frames (total 24 which is equal to the number of cinemas in the network). They overlap creating a motive of a network and are assuming a growing structure.

Mild curve with strictly rasterized division of frames adds to the dynamic of networking and is central to the concept of ‘independence’ of cinema exhibitors. Prevailing red and magenta gradient with contrasting white lines, and layout of the image and the textual part of the logo, suggests the Croatian checkerboard.

Selected sans-serif typography ARS Maquette Pro fits the image of a contemporary cultural association and in a perfect balance with the logo forms the visual identity Association HMNK.

KINO KINO

Client:
Croatian Audiovisual Centre

Brief:
Designing the visual identity for ‘KinoKino - International Children’s Film Festival’.

/ Graphic design

/ collaboration with G. Jovanovic

SABI

The kettle which will be a part of ‘drinking tea ritual’; an exclusive, graceful and harmonious experience. Materials chosen are ceramics and wood.

CHAIR

Chair is an object in the plain walnut tree wood. My intention was to let the quality and sensuality of the wood material express itself. The lines of the chair are very simple; modern, but also with the touch of something traditional.

THE PRODUCT OF SOCIAL DESIGN

The Product of Social Design is a book of interviews, case studies and future perspectives on social design and its influence on product (based) design. It is targeted at design practitioners and educators as well as the supporters of social design, including non-government organizations, institutions and foundations. By outlining and comparing successful practices, it brings out a common methodology, which will be essential as we define social design.

The book provides:

a) design educators with a useful source of subject material
b) product designers with a toolkit to apply to their own practice (each mentioned project features design details and strategies, most of them including personal reflections from designers from conducted interviews)
c) NGOs and foundations with valuable insights (serving to help prevent the funding of unsustainable systems and short-lasting solutions, etc.)

The book aims to:
1. provide a better foundation, recognition and efficiency to the field (with focus on the Dutch perspective and experience)
2. to analyze strategies and infrastructure of well-maintained projects (to prevent social design seeming like a superficial gimmick)
3. to help designers confront the problems of our time, encouraging them to enter the field of social design (by providing sufficient material to react to)
4. provide information to facilitate collaborations between designers and benefactors
5. showcase sustainable project organisation and planning
6. compare successful practices, creating a common methodology of social design practice.


Interviewed:
Jan Boelen, Nynke Tromp, Victor Margolin, Richard Buchanan, Butterfly Works, Waarmakers Studio, Arnout Visser, Olafur Eliasson, Anne van der Zwaag, Tabo Goudswaard, Rozemarijn Koopmans, Creative Industries NL Foundation, Droog Foundation, Oxfam Novib, Dutch design in development

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