Summary of the work done by me at NID

1. Saranya Rukmangadhan | Lifestyle accessories designer
Email : saranya_nid@yahoo.com | Phone: +91 9176662206 | National Institute of Design

2. About me Spirited and passionate, I strongly believe in following my
heart. I am a keen observer and try to find reasons behind
almost everything. I dream a lot and enjoy exploring new
avenues.
Education
2008 - 2011 PGDPD Lifestyle Accessory Design, National institute of Design
2004 - 2008 BE., Industrial Engineering, Guindy College of Engineering, Guindy,
Anna University
In my design process, I give a lot of emphasis
on research as I believe that design is Core competency
about “spotting dormant human needs and
Analytical thinking and conceptualization
simplifying user experiences artistically” Consumer understanding
Social trend analysis
Persona development
Scenario building
Opportunity mapping
Working in a team as well as independently

3. Product experience design
Design research in FMCG
Brand
positioning
Understanding the brief
1
Brand
proposition
and the brand
Brand
philosophy
Elements researched
Product
BRAND category
knowledge
Target Identify
2
consumer consumer
Data collection segment
Persona
Identify the
building
sample
To translate the
Cross
category
study Ideal live product
perceptional, emotional Deeper
experience Identify
and cognitive experience
understandi touch
ng of points
3
selected
while interacting with Opportunity mapping mediums
CONSUMER
a product, into a live Need gap
analysis of
Garment
care
experience in order to Consumers
and the
Medium Trends in
demos aspiration
affect the consumer’s mediums
FMCG
communica
Ideal
buying behavior.
tion Shopping
laundry
and Buying
4
experience
behaviour
Scenario building User
product
Cross
Study of interaction
category
various
studies
Diploma project at
mediums
Hindustan Unilever
5 Design for mass
production
Live product experiences authenticate the effectiveness of a product and increase the
value of the product, providing stronger and more valid reasons for a customer to make
her purchase decision.

4. Concepts
bservation 1 bservation 3
The consumer appreciates the Consumers appreciate
over all experience of using a experiences where she feels
product and not just the results. special and convenient
Scenario 1 Scenario 3
Look, feel, buy Tailor made for you
Self happiness
dea 1 nts
C
on
su
dea 3
poi m Make the demos a part of an experience
Emphasizing on these elements h er
uc ’s rather than making it a separate act or take
along with the results in the live to to
’s uc
product experience. er h
po
the demo to the consumer.
m
su in
on ts
C
Credibility Novelty
Mrs.Know it all + Mrs.Busy bee
Consumer’s touch points
bservation 2 bservation 4
Word of mouth gives Consumers remember
maximum assurance and experiences in which she was
leads to purchase. involved and had some multi
Scenario 4 sensory interaction.
Talking spaces Scenario 4
Engage through activity
dea 2 dea 4
Create platforms where consumers can talk and Develop simple fun activities through which
exchange information about the product. the consumers experience the product.

5. Designs based on a trend
Workshop by Renault ,India
Identify patterns in current
1 social scenario
With technological 2 Validate the trend
advancements and
virtual spaces taking a
toll, human beings would
become aloof from Visualize scenarios and
real emotions and the 3 persona
instability in all choices
would reflect their
frivolous self.
4 Design products and
spaces
Trend “ The frivolous me”
Community space inspired from banyan tree where people meet to have face to face
interactions aiming at encouraging selflessness and bonding in people.
And cozy seating inspired from random knots of banyan roots.

6. Colours and patterns
Workshop by Samsung,India
Identify patterns in current
1 social scenario
2 Validate the trend
Busy lifestyle and high
stress levels has created 3 Visualize the mood
Primary colours
an increasing desire to
decelerate and enjoy the
real essence of life
4 Make colour palette
Trend : “ Seeking life”
Accent colours

7. Design for elderly
Massager for arthritis patients
The concept
1 Interviews, Simulation study
The massager is like an air bag made of thin rubber whose inner
side has the massaging surface. At a press of the button, the
embedded gas generator inflates it and vents out air through small
holes on the surface, creating the required thumping action.
2 Analysis and Mind mapping
A simple, easy to use,
3 Opportunity mapping
uninflated state
cordless massager to give
a feeling of a good hand
massage. When the air bag gets inflated, the
massaging surface on the inner side
4 Material exploration presses against the body giving the
required pressure.
Massager with an
innovative surface
Research finding
In Ahmedabad many elderly live alone as their children preferred to settle
5 Working prototype abroad or in other states and they avoid using any personal wellbeing
products because they simply cannot understand or relate with them.
Main insight
“A massage from my grand daughter’s hands is what I long for”

8. Massaging surfaces explored Working prototype
Innovative massaging surface on the inner side
made of rubber pipes to simulate that hard yet
soft feel of a hand massage

9. Obstacle detecting jewellery
Design for the visually impaired
In depth interviews,
1 Obesrvation
Variations
Literature review,
2 expert interview
The pendant inspired from
Prototype: silver plated copper
the form of dolphins with
obstacle detecting sensors
embedded would be their
3 Opportunity mapping SRF02 ultrasonic sensor
Range - 16cm to 6m.
Power - 5v, 4mA
intimate guiding pal. Frequency - 40KHz.
Size - 24mm x 20mm x 17mm
height.
Vibration alert
Pendant replaces
walking stick
4 Form exploration
Research finding
Their most important aspiration is emotional security and social acceptance as a
normal human being.
5 Mock up
Main insight
“I don’t like carrying a walking stick because it tells everybody that I am blind and
people start showing sympathy.”

10. Internship with Upasana, Auroville
Jewellery with traditional buttons
Look 1
1 Select target market
Royal elegance
2 Select product category
Contemporary jewellery
design with traditional
buttons of Varanasi 3 Decide the looks
to improve their
demand and generate
employment to the
craftsmen. Design for mass
4 production
Contemporizing
traditions

11. Look 2
Understated
Look 3
Urban cool

12. Leather embroidery:Kutch,Gujarat
Design for sustainability
Field study: capture
1 needs
Current market and
2 customer analysis
Sustainability of a
craft depends on the
craftsman’s willingness to
adapt to change... 3 Craft strategy
And this is possible if
the change introduced
respects his values and
Need identified: Improved range and quality of embroidery
fulfills his need.
4 Design and deploy Problem identified: Women being embroidery experts not involved in the craft as it is considered
difficult to stitch through leather.
Clutch bag for Solution: Introduced easier ways of doing embroidery on leather to facilitate women to
get involved while men did the structure of the bag.
FabIndia clients
Design traced on leather and holes made using aari (locally used
sharp tool) to make stitching easier and explore more designs.

13. Apparel designer: Aneeth Arora
Bag for a designer label
1 Brand, Client study
2 Concept exploration
Form, material
The signature style of 3 exploration Natural Unrestricted Elegant
apparel designer Aneeth
Arora “natural, unrestricted
and elegant” was
translated in the form of a
bag to suit her clientele. 4 Prototype
Organic leather bag

14. An experience with origami
Hand skills explored
1 Technique and material
exploration
2 Conceptualization
3 Design
Origami was explored
on silk fabric to create
beautiful forms and
tesselations.
The mystic pink
room divider

15. Intimacy through design
Emotions of sounds
Understand the emotive
1 aspects of clay
A space installation 2 Conceptualization
concept using the
whooshing sound
generated by air flowing
through empty clay pots 3 Design
of varying sizes to create
an intimate experience.
Conceptual space
installation

16. Thank you
Email : saranya_nid@yahoo.com | Phone: +91 9176662206 | National Institute of Design