2013 - 2016
Diversity
in the street
mercur
Specialty
_ Service Design
Result
Digital and analog channels to think together with the community solutions for the needs of people with disabilities, placing Mercur in the position of facilitator of an open network process.
An initiative that created digital and analog channels to think together with the community solutions for the needs of people with disabilities, placing Mercur in the position of facilitator of an open network process.
" The opportunity to work with Nômade allowed us a very important complementarity, with a vision that they bring that is more systemic, working on the human issue, awakening in us values and meaning that deconstructing building with people is really what people need in their business strategy."
Breno Strussmann, General Manager of Mercur
_ First meetings that started the project, where people expressed themselves and co-created on the topic of diversity.
Mercur and Comunidade
united by inclusion
The discussion about accessibility and inclusion is gaining more and more space in Brazil. Small actions make a difference, but the more collaborative the initiative, the greater the positive impact on society and the change it will bring about in the reality of people with disabilities.
In this union of forces between Estúdio Nômade and Mercur, the project Diversidade na Rua was born. An initiative with the objective of identifying solutions together with the community for children and adults with disabilities.
_ First meetings that started the project, where people expressed themselves and co-created on the topic of diversity.
Challenge Home
In 2013, after a period of reflection on what could be done in the area of education, Mercur came across the theme of diversity and saw a purpose in it.
Mercur's challenge was to visualize possibilities for developing projects related to education, opening new channels of interaction with the public, rethinking the role of the industry and generating benefits for both the business and society.
Our Process
PUBLIC
The project started with a research work and identification of the profile of the actors involved, which had a team of anthropologists.
CO-CREATION
After this definition, the first major co-creation of the project was put into practice: a cycle of three meetings with games and sensory experiences where participants could express themselves.
COMMUNICATION CHANNELS
Then the project's website went live. Thus, a network of people interested in inclusion and accessibility, the disabled, family members and health professionals began to form in Rio Grande do Sul.
EXPANSION AND METAPROJECTION
Over time, the project intensified. New face-to-face meetings were held, and the digital platform gained other sections, such as discussion forums, consolidating itself as a digital space for learning and exchanging information. Nômade took care of the mapping of influencers in the area and also guided the company through the metaprojection approach, in which processes are designed and redesigned using codesign tools. In addition, he was responsible for the visual identity of the project.
IMPLEMENTATION STEPS
Definition of visual identity;
Website and Activation Content Management;
Relationship with influencers;
Resource Almanac;
E-commerce and its innovation devices.
_ Workshops for co-creation of products from Diversidade na Rua, a process of discovery and experimentation carried out together with the groups that participate in the network.
deliveries
WORK LINE
With the idea of expanding solutions for people with disabilities, a line of work was created focused on problems of autonomy in Activities of Daily Living (ADLs), which resulted in the launch of specific products for that audience. They are objects that aim to facilitate daily tasks and give more autonomy. All thought and executed collaboratively.
ALMANAC
To present the products to the community, an almanac was co-created. The publication is distributed in the events in which Mercur participates, as well as in the different Workshops that the project mobilizes. Thus, people can see the products and make the purchase right there, later by phone or even through the website, which later started to rely on an e-commerce. Throughout the process of interacting with the network of people, Mercur would like to find new channels to promote access to its products. During the project, an unprecedented channel was discovered, where Mercur could sell its products through a logic very different from traditional retail. Undoubtedly, one of the main results that Diversity found.
E-COMMERCE
On the digital platform, more innovations so that all interested parties can acquire and benefit from the products. With the idea of forming a collaborative network, the Solidarity Account was created. For each item, there are three prices available. It is up to the buyer to decide whether to opt for the lowest, considering fair value, or whether to pay an increase of 10% or 20%, with the objective of offering another person with less purchasing power a discount of the same percentage. In addition, by choosing Shipping Amigo, delivery can be made by a volunteer from the network, free of charge. These two devices contribute to the consolidation of a collaborative culture in the network that Mercur is articulating. The products and actions resulted in greater engagement of the entire community.
_ Diversity on the Street Resource Almanac, with products developed through a process that involved different groups and people from the Diversity network. To make the Almanac more accessible, a set of sign language illustration and writing was co-created with the SINAIS research group for each product and for the colors. The Resource Almanac can be accessed here .