Scatto Italiano – Luxury Fixed Bikes

Market and User Research / Brand Strategy

4 months marketing 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
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

Schermata 2018-01-18 alle 17.17.06
Schermata 2018-01-18 alle 17.17.18
Schermata 2018-01-18 alle 17.18.42
Schermata 2018-01-18 alle 17.18.16
Schermata 2018-01-18 alle 17.18.05
Schermata 2018-01-18 alle 17.19.04
Schermata 2018-01-18 alle 17.19.13
Schermata 2018-01-18 alle 17.19.25
Schermata 2018-01-18 alle 17.19.40

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.``

18a83e1
Lucrezia Pascale Partner & Bike Accessories Designer presso Scatto Italiano