Scatto Italiano – Luxury Fixed Bikes Market and User Research / Brand Strategy 4 months market and user research project on the independent brand Scatto Italiano, winner of the German Design Award 2016. The final deliverable was a 170 slides document with all the research findings and highlights on problems to solve and new market opportunities. Adopting a design thinking and lean approach, Scatto Italiano reached a +23% on their revenue and optimized all the digital campaigns in 2017. Client: Scatto Italiano Website: scattoitaliano.it Services: User Research, Market Research, Branding Brief In 2016 Scatto Italiano assigned to me a design research project to undercover new opportunities and implement the existing brand experience. I was responsible for the project management and for the design of the process in order to help them to empathize more with their audience, develop new service concepts and optimize all the digital marketing efforts for 2017. Our Approach We used a mixed methodology using Design Thinking tools, Lean Start-up, Lean Branding and Marketing Analytics. With the help of a Data Analyst and a Service Designer, we set up a design methodology to guide us through the research phase and drive us to find meaningful insights from users and the different stakeholders. Understand Swot Analysis Trend Analysis Competitor Analysis Stakeholder Map Brand Workshop Observe User Interview Qual. Questionnaire Shadowing Service Safari User Testing Insight Definition Personas Empathy Map Define Customer Journey Map Opportunity Areas Target Definition Business Model Canvas Problem Statement Brand Platform Deliver Idea Generation Conclusions User Research & Data Analysis With the analysis of digital metrics on Facebook Insights and Google Analytics we started to have a general idea on traffic flows and behavioral patterns. We followed structuring a user research phase using different methods to collect insights and feedbacks from existing clients and potential ones. The research phase consisted in the following activities: 5 Physical Stores visited – Mistery Shopping 15 People interviewed in Italy, UK and The Netherlands 20 User Testing on the website 50 Participants to the Questionnaire Samples of the final presentation Result Adopting a design thinking and lean approach, Scatto Italiano reached a +23% on their revenue and optimized all the digital campaigns in 2017. “Thanks to Erika and the team, we applied all the findings to all our press and marketing strategy, especially in creating contents and new sections on the website.`` Lucrezia Pascale Partner & Bike Accessories Designer presso Scatto Italiano