Juan Pablo Torres Bonilla - Innovation Strategist

Juan Pablo Torres B innovation strategist

Hello,

The next pages will present to you my skill and competences. I will briefly go through my background to center the attention on my recent work. I will give you the feeling of what I am passionate about.

I appreciate the time you have taken to look at my work.

Best,

Juan Pablo

MSc. ID. Juan Pablo Torres [email protected]

innovation strategistJUAN PABLO TORRES B

1

I grew an enormous interest for human behavior during my bachelor years. To question what people do, how and why became paramount to understand people’s needs. Ever since then I have fueled a natural passion for discovering what people need in order to propose new, different or improved products/services.

The project proposed a set of urban furniture aiming for the recovery of forgotten/sterile urban spaces located in many slums of Bogota Colombia. Research was carried on to envision how people could generate a sense of belonging for those urban spaces. A prototype was built and installed at the Valvanera neighborhood in the south of Bogota. The concept encouraged people of this area to take care of their environment by means of embracing gardening activities.

2006

Urban furniture | Bachelor graduation project2001-2006 | Academic projects

a) Speaker b) Chair

c) Swiming pull-buoy d) Lamp

2

My professional experience has made me perform different roles and took me to different places. Beyond design I learnt to work with other professionals, deal with clients, contractors and manage personnel. I collaborated with architects and assisted the design of several housing/furniture projects, worked together with marketers and realized pleasant shopping experiences. Besides I kept my lure for graphics and made several CD covers and other graphic/freelance work.

Those years left me the understanding that any product or service involved much more than a creative mind behind. It became a professional concern, to be limited (as a designer) to mainly give shape to ideas. I needed to nurture a business mindset to play part of the decisions actually determining the direction of organizations and the development of products/services.

ARC design | interior design Sinnarq | visual merchandising Freelance work

20072008


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I was awarded with an scholarship to study at one of the top technical universities of the world. I have recently finished what has being the most fruitful personal and professional experience I have had. I spent two years completing my Master studies in Strategic Product Design. I worked for top comapnies and performed as consumer consultant at WACOM Europe GmbH.

Research+Marketing+Design

My best comepetence is turning abstract information into concrete product and service ideas. Yet my competences make sure ideas rely on solid market/scientific data and fit the core competences of your organization.

I am fond of monitoring social trends and analyzing markets to recognize opportunities and threats we better be aware of. Besides I have gained hands-on experience into quantitative and qualitative research. I will provide educated opinions based on state-of-the-art research methods, about what is done right and what can be improved in order to satisfy your customers.

I will guide you to take action. Everything from a product to a brand and your organization can be improved. My aim is enabling your organization to provide relevant products/services for your customers. I also strive for making your value proposition consistent among the elements that compose it.

Design

Marketing

Marketanalysis

Quantitative

Qualitative

Customer research

Research

Creativefacilitation

Productdevelopment

Communication

Branding

corp

orat

e m

arke

t

consumer

4

TOM TOM - BEAT BELLY - WACOM EUROPE


5

TomTom one of the leading companies in portable navigation devices (PND) faced competition coming from free navigation software offered by Nokia and Google. The company sought for strategies which could react to threats of its business environment. By means of defining a future vision of mobility a short-term strategy was proposed. Based on conclusions from internal and external analysesTomTom was advised to offer a free software system which provided customers high quality navigation and location-based services. The system was composed of three parts:

1) “Ask Tom” a multi-modal navigation software for smart phones. Ask Tom would offer information about different means of transportation. It would not only find places but guide users to products and services offered by business partners

2) The “TomTom it” feature. It would enable people to “TomTom” places they liked. People’s journeys would be more personal by means of keeping track of their preferences and navigation (commute) history

3) The “Tom Me” directory which would provide TomTom customers with an exclusive directory of services and special offers developed by TomTom for third parties

System storyboard

6System proposed

Figure by Juan Pablo Torres Bonilla 2010


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StraksStrak B.V. a start‐up company in the domain of core stability training manufactured Beat-Belly. In October 2008, Beat Belly was first introduced into the Dutch market targeting the fitness centers, physiotherapists, consumers and companies. At the time the project was developed their first product was rolling out of the factory in 100% FSC wood. A plastic version of the same and a raised version of it in wood were under development and would soon hit the market in different target segments.

StraksStrak sponsored the project aiming the definition of a product commercialization strategy for the German speaking countries.

Since Beat Belly was launched in the German, Swiss and Austrian Market through a German distributor, it was advised a close collaboration with it to boost sales, R&D and brand establishment.

The project proposed to direct Beat Belly towards the B2B market initially and thereafter introduce it to the B2C market as a premium lifestyle fitness brand.

Conclusions of the project delivered a clear course of actions to follow within a thorough new product commer-cialization strategy. The latter relied on a brand position-ing strategy meant to balance the low scale of economy and limited width and depth of StraksStrak’s product portfolio.

Promotional material proposed

Fitness centres

Physiotherapists

Equipment manufacturer

Figures by Juan Pablo Torres Bonilla 2010

8Commercialization strategy scenarios: a) Workshop for Fitness trainers and fitness managers,b) Health & Fitness vacation workshop, c) Workshop for Physiotherapist representatives, d) BeatBelly program on TV

a b

c d


innovation strategist

9

JUAN PABLO TORRES B

For over a year I was involved in two projects led by the consumer team of Wacom. The team was composed by professionals with a maketing background. The team needed insights about Wacom’s consumer customers. The projects sought to revise the segmentation of Wacom consumer products. Research over Generation Z, the ‘Super Connectors’ was carried on providing the team with real feeling about the younger customer profile. A focus group session with potential customers was organized. Representatives of the company observed the session and met its participants.

Insights drawn from participants’ discussion and previous desk research on this particular generation was presented and discussed with company’s senior management.

Results were compiled in a book which elaborated every insight and provided so-called customer value cards meant to guide marketing and product development innitiatives.

Key ‘Gen Z’ values to watch. Guide cards to connect with young customers

Focus group pictures

You like to share with

everyone at all times,

feel you are connected to

everybody.

You share your emotions and

secrets with best friends and

pictures and videos with those

you care about.

CONNECTED 24/7

CONNECTED 24/7


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Places

New people & acquaintances

School friends & mates

Fam

ily & best friends

me

BE OUT

Pople I keep in touch with

People I want to know or I relate somehow with

People I share my feelings with

Feel free and liberated!

...

I want to feel active!

...

No homework!...

I don’t want to be alone!

...

I want adventure!...

the city

go out

meet new

people

clubs

party

meet u

p

hang out

team up

compete

catch

upch

at

cinema

school

friends’

homeroom

chill

out

coco

on

do what

I want

HAVE FUN Activities

COMMUNICATION LADDER

Facebook

MSNe-mail

MobileSMS

Webcam

Face 2 face

Skype

From virtual to real

I rather see you...

I want to feel connected

...

I’ll cheer you up!...

Let’s switch to skype

...

My friends are the closest thing to me

...

Generation Z communication insightsWhat they do? ActivitiesWhere they do it? PlacesHow they communicate? Communication ladder


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The second project departed from a broader approach. The aim was to develop a general framework to understand consumer customers. The nature of this quest was exploratory. Project’s outcome was not meant to be conclusive but illustrative. Wacom exposed a somewhat vague idea of consumer customers. Project's approach understood consumers from their particular motivations to perform computer activities.

It was proposed to investigate activities real people performed. In doing so it was meant to find elements explaining why consumers engage with computer activities. The latter involved designing and conducting an extensive qualitative research. Results from qualitative research led to state two customer profiles which were made explicit by means of personas. Personas aimed to generate empathy toward the results. They depicted characteristics of people ascribed to one customer profile. More important they represented people that could use Wacom consumer products.

Strategic advice leveraged on personas to state clear directions in which Wacom could serve consumer customers.

Strategic direction illustration

In depth interviews - Customer insights


Strategic directions made concrete use of data. They expressed how tangible positive impact could be made into Wacom customers’ life

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Wacom consumer customer profiles Personas fact sheets


[email protected]://de.linkedin.com/in/juanpablotorresb

Juan Pablo Torres Bonilla - Innovation Strategist

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