CLIENT SUMMARY
Technogym is a luxury fitness equipment manufacturer.
Technogym is an Italian brand leader in fitness equipment for homes and businesses (fitness centers). Their mission is to promote the Wellness voice among people and inspire them to adopt a healthy lifestyle. What makes Technogym special is their design and technological equipment in the luxury fitness industry.
Technogym pillar «Healthy mind, healthy body»
THE BRIEF
Bring a new Service for the Home Fitness market.
Design a service, marketing or communication strategy that enhance Technogym Home Market. Base the solution on qualitative information is a plus to come up with a feasible solution and with business objectives.
PROJECT TIMELINE AND DESIGN PHASES
PROCESS BREAKDOWN
During the first phase of the project we had the chance to explore deeper the brand by attending its showroom in Milan and trying their products. During the primary research we decided to focus on people out of GYM’s; exploring those who workout in public spaces and those who does not workout at all.
BRAND PERCEPTION
SWOT ANALYSIS
Findings: Technogym is perceived as a good quality and expensive brand. How might we make Technogym more reachable for a non luxury market?
WORKOUT TRENDS
In order to understand what people is doing now to have a fitness lifestyle, we search for workout trends following instagram hashtags. The next activities are trendy in Milano.
Findings: Due to the popularity of this fitness activities and for the objective of this project these trends are considered Indirect Competitors of Technogym.
PRIMARY RESEARCH
We performed an interview 5 persons who workout at the park and 5 persons who does not workout at all or just workout from time to time.
Objective of the interview: Discover their fitness motivations, understand why they find attractive to do outdoors workout, discover their relation with fitness activities and their ideal workout environment.
Findings: The lifestyle of the people who does not workout or workout just from time to time, does not let them get enrolled in a GYM or any fitness activity.
Aha moment alert! Globalization is affecting the way people live now. People travel for studies, work or leisure cutting off their fitness commitment. The concept of what Home is now has been modified by the wandering lifestyle.
PERSONAS
Based on the interviews and latest findings, we created two proto-personas. Alessia and Davide. Alessia represent the fitness person who does workout to have good health, she is also a yoga instructor who likes to share her fitness routines in the park with other fitness people around. Davide instead is a young adult whose job does not let him settle in one place. He is always traveling to attend his clients in other cities around Europe.
WHAT IS THE MEANING OF HOME NOW?
Starting from the findings we got from the interviews, we create our concept of what home is now. Soon this insight became part of this project design principals.
ECONOMIES TRENDS
To understand the impact of the new trends in economy and business, we analyze a group of companies and startups whose main income comes from services offered by a third person. This trend is called Sharing Economy. Benefits for Alessia and Davide: It increase independency and flexibility, freedom to use things without owing them decrease the investment, enhance the concept of community.
After a first revision with the client, we could guide the project through the ideation face, starting from Design principals.
DESIGN PRINCIPLES
BRAINSTORMING
Hands on post-its!
We came up with 6 ideas and frame them along with the Design principles to visualize which one fulfills better in order.
Aha moment alert! Joining Idea 3 and 6 might end up in an experience where trainers can gather together with trainees through Airbnb experience.
CONCEPT
Technome is a fitness experience partnered between Technogym My Wellness App and Airbnb Experiences. Through this platform, trainees will be able to find the wellness activity that better fits to their lifestyle, schedule and location. On the other hand, trainers will be able to expand their customers agenda by posting their class, schedule and available location in the platform after receiving an official wellness training certificate from Technogym.
BUSINESS STRATEGY
REVENUE STREAMS
Technome will get revenues through the pay-per-class model fee. Trainees (Davide) will be able to book a fitness experience through MyWellness App (official Technogym) section for Technome or through Airbnb Experiences Technome section.
TECHNOME @ MYWELLNESS APP SECTION
Trainees (Davide): All classes will start at a minimum price of € 5 per session.
Trainers (Alessia): comission paid by the trainer to the platform will deppend on the number of trainees in a class.
1-5 trainees/ 20%,
5-15 trainees/ 15%,
15+ trainees/ 20%.
TECHNOME @ AIRBNB EXPERIENCES
Commission will be fixed at 5% which is the equivalent for their service fee applied to booking experiences.
VALUE PROPOSITION
CUSTOMER EXPERIENCE
To ensure that the brand is properly used and the quality of the Technome service is as high as its machines. Technogym will provide all the trainers a curse to Certificate them as a Wellness Trainer. This certificate is just valid to use just for Technome section activities and not to provide similar services in other apps or fitness clubs.
Spread the word!
The main purpose of this curse is to spread Technogym wellness culture through Trainers (Alessias) who then will spread it to the trainees (Davides).
CUSTOMER RELATIONSHIP
For Alessia
Once she is a Technome Wellness Certified Trainer, she will have special discounts in certain Technogym products that she might use in her classes.
For Davide
To ensure Davide’s trust, Technogym MyWellness app already has a reward system called «Moves.»
Technome will use the same «Moves» to reward Davide. According to the number of times Davide has book a Technome experience, he will receive a discounts on some the Technogym fitness products. on the other hand, he will be able to donate these «Moves» to support human and environmental causes (which is the main purpose now of the Moves in the Technogym MyWellness App).
DISTRIBUTION CHANNELS
- To rise Technome voice, there will be sponsors in Social media. All the content will reinforce the Wellness philosophy of Technogym. through videos, fitness tutorials, and with an influencer strategy.
Facebook
Instagram
Twitter
Youtube
2. To invite trainers to join the wellness community and be a certified trainer, there will be posters in fitness clubs, GYMs and public transport stops.
Let´s make it happen!
During this phase we set the brand guidelines. We prototyped the Technome experience through a journey map and designed the app interface.
BRANDING
Technome brand identity follows the Technogym visual brand guidelines for both, the merchandising and marketing of Technome; and Technome app section in MyWellness app.
- Photo Style
- Color Palete
- Icons
- Illustrations
- Typography
USERS SCENARIOS
To illustrate Technome Experience, we created three user’s journeys:
- Alessia gets enrolled in Technome Trainer Experience
- Davide gets enrolled in Technome Trainee Experience through the App
- Davide gets enrolled in Technome Trainee Experience through Airbnb.
Scenario 1: Alessia gets enrolled in Technome Trainer Experience
Scenario 2: Davide gets enrolled in Technome Trainee Experience through the App
Scenario 3: Davide gets enrolled in Technome Trainee Experience through Airbnb
APP INTERFACES
It is important to repeat that Technome interface is a section of MyWellness, Technogym official app. Comming up, the crucial frameworks for this experience.
TRAINEES FRAMEWORKS FLOW
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TRAINEES FRAMEWORKS AIRBNB
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This project was presented with representatives of Technogym in Milano.
Evaluation:
Research
Concept
Feasible solution
Business strategy
FEEDBACK
Technome concept fits more as a marketing or communication strategy rather than a secondary service of Technogym. There is no need to come up with a new brand.
The research was well performed. Having a strong primary research was a fundamental for the bases of the concept.
WHAT I LEARNED
Technome was a complete design based solution project from the insight collection to the business plan. What I learned was to organize and manage the project timeline. Sometimes in big project as Technogym it is very common to get confused with all the findings, all the to do list, all the team roles, etc. So for us was super useful to have a project diary which was a simple notebook. Also, thanks to that diary I could build this project online presentation.
Technome in collaboration with Technogym and Domus Academy.
Team members: Laura Gómez, Michel Sleiman, Marlenne Escalante, Ramsha Qamar
Project Leader: Silvia Barbieri
Project Mentor: Francesco Sorrentino
Project Advisor: Can Uzuner
Milan, Italy 2018.
