Menem by Capsule is a group project developed at Politecnico di Milano and officially commissioned by Trenord. Our goal, as the Capsule collective, was to design a communication campaign specifically tailored for young generations within transit and mobility environments.
The project evolved through several key phases: research & discovery, data analysis, creative strategy and assembly. To conclude the project, we produced a promotional video to showcase the final vision and strategy as a whole.
Used software:
Figma, After Effects, Illustrator, Visual Studio Code with P5.js, Google Gemini.
Project role:
Concept ideation, data analysis, UX design, prototype realization, video editing.
How can the spaces of mobility —seemingly anonymous non-places—be transformed into places that give meaning to our daily routines and relationships?
Initial phase
After the initial brainstorming and research phase we conducted a comprehensive study involving 150 participants through qualitative interviews and quantitative surveys to explore the relationship between young people and mobility.
By synthesizing the data, identifying specific user clusters and creating strategic personas, we uncovered a primary pain point: mobility is currently perceived an annoyance to be endured rather than lived.
The Menem
Building on these insights, we explored how to reshape the perception of mobility. Our intuition was to humanize these "cold" environments by inviting passersbys to share a piece of themselves: a photograph, a quote, a song, or a cherished object.
Users could infuse these spaces with personal meaning, co-creating an archive of interconnected memories: the menem. What was once a hollow transit point is transformed into a vibrant network of human traces—a "vault" for lived fragments and shared happiness that connects every traveler.
Advertising campaign
We later started designing the whole experience: starting from offline guerrilla marketing, which served as our physical touchpoint. It saw a capsule positioned in Milano Centrale: the object, installed before the launch of the app, featured a countdown [1] and later revealed the menem to visitors [2]. The capsule's QR code would direct users to our landing page.
Offline ADV
Along with our physical capsule, we designed an offline traditional advertising campaign, focused on engaging with users. Posters [1], QR codes [2] and flyers [3] were designed to be positioned around various stations.
Along with our physical capsule, we designed an offline traditional advertising campaign, focused on engaging with users. Posters [1], QR codes [2] and flyers [3] were designed to be positioned around various stations.
Social media & Engagement video
Finally, we designed our Instagram page and posts [1,2], and an engagement video, meant to be both shown in physical stations and as a sponsored Instagram Reel.
Finally, we designed our Instagram page and posts [1,2], and an engagement video, meant to be both shown in physical stations and as a sponsored Instagram Reel.
UX design
In contrast to the fast-paced, superficial content of modern social apps that often dulls our senses, we decided to design our webapp to encourage meaningful introspection in order to prioritize a genuine human experience. By stripping away the noise of typical social media, we invite travelers to engage in a slower, more authentic exploration of their own stories and the lives of the people they cross paths with every day.
The recordings show the Onboarding: about and Tutorial section [1]; Search [2]; Filter [3] and Calendar [4] functions.
These recordings show the user's Passport [1]; and the user's memory viewing [2]. Lastly, a memory upload, which in this case is an image [3].
Functioning Prototype
A functioning prototype made with P5.js was also designed, although the lack of time prevented us to fully code the application, a large portion of the project has been realized.
It is currently still under development.
Final video
This is the final video, made to showcase our design process as a whole and to insert our project within a tangible narrative world.
This is the final video, made to showcase our design process as a whole and to insert our project within a tangible narrative world.
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