• Facetrom

Part Three: Market Fit Analysis — The Color Work / Luis Barragán

In this part, I will present the color work that Luis Barragán created in his works, analyze his works against the initial user analysis carried out for the product.

In the second part (initial work on the concept = Guggenheim Museum Bilbao / Frank Gehry), I presented the novelty and disorder that characterize the relation between the inside and the outside. The unique proposal of the building that was first of its kind in terms of materials and scale, managed to attract tourists. However, it was also presented that in order to avoid making the product a gimmick and the existing competition, a significant value must be created for the users.

There are about 7 billion people in the world and about 7 billion opinions and desires, you won’t be able to satisfy them all as every person has its urges and wills.

First of all, the target audience must be characterized, as well as how to address it.

First of all, the target audience must be characterized, as well as how to address it.

I will examine the user analysis using the works of Luis Barragán, that was one of the leading modern architects.

Barragán had an engineering qualification, but the soul of an architect. He never studied architecture, though he had a unique perception of space and an unusual message regarding the ways to convey experiences in a modern world with traditional content.

Barragán was influenced by the Modernist Movement and especially by Le Corbusier, who claimed that a building is a “machine for living”, but with time Barragán started to believe that this message was wrong, and began believing in “Emotional architecture”.

The use of colors was dominant in his works.

Barragán respected the Mexican legacy, which is, in fact, the tradition of 62 tribes. There is no one dominant tradition, same as the fact that Mexico surprisingly doesn’t have an official language! Each region and tribe have their own tradition and unique combination of colors. Barragán used the tradition of the tribal colors in his modern design, he added emotion to the modernist style, that initially addressed engineering capability and functionality.

The product design in a startup begins with a general concept, then the market fit is analyzed, and afterward, the specific details are reviewed, to adjust and examine the product.

Each user has a unique “color”, the product needs to meet the colors and needs of the user.

Luis Barragán characterized the colors by the movement of the sun and the shades spread by the colors during the day. He characterized the feeling that needs to prevail within the space, and chose the colors that could generate this feeling in accordance with the reflection of light from the sun.

Our product will be considered good and valuable if the user, whilst using it, experiences the evolvement and the fulfillment of all of their needs, and in a somewhat philosophical tone, if their unique color exhibits additional shades during the movement of the sun, from sunrise to sunset.

A B2B product would probably influence several roles, in Facetrom we work with the Risk department, but the IT and Data departments are affected by the process as well and are involved in it.

Therefore, we had to understand that there are several “colors” using the system and each one needs to be given the experience, the maximal ease of use and of course the value, which is the main principle.

Barragán did the most harmonic color work in the Capilla De Las Capuchinas, Chapel, the work is so significant that photography is completely banned on the premises.

Barragán wanted to convey a mystic, warm-colored experience. He did two main things that made the chapel one of the greatest architectural works in the world.

1. Barragán believed that the important thing was what you can’t see but can feel. The mystery is the key to curiosity and experience. Whereas the cross is always located in front of people’s eyes and usually aligned to the entrance of the chapel, Barragán chose to locate the cross in a hidden place in front of a southern window, but its shadow is reflected on the wall that lies in front of the people, and as the sun moves it changes its size and color.

2. The color of the main wall (that faces the people and on which the cross shadow is reflected) is yellow, and the perpendicular wall is colored in red. The shades of these colors change as the sun moves and as the color of the sky changes.

* It is important to note that this color was chosen to satisfy the general experience in the space of the chapel, the brightness and the mysticality that characterize the act of entering the chapel. It can’t be literally compared to the choice of product colors.

These two new ideas were the guidelines of Barragán in his designs and granted him the Pritzker Prize (the Nobel of the architects).

In the beginning, we looked for the vertical that could be most significantly influenced, we checked the product in the fields of marketing, dating, sports and even human resources.

We ran a POC in each vertical to understand the meanings, we looked for the brightest color whose shades could be richened the most.

Whilst exploring the Fintech field, we understood that we would have the most significant influence on it. We found out that 3 billion people in the world have no credit history, hence financial and insurance companies refuse to provide them services, as they are unable to asses their level of risk to repay a loan, commit fraud or engage in other criminal activities. We figured that we are able to help those people, we could asses their level of risk and by that increase the number of potential customers for financial companies, and lower their risk.

At this point, we had to go down deeply and understand what companies and people need our product, we searched the colors of our product’s future users, and then checked how could we expand the variety of the shades of the product. We tried to understand what added value could be integrated to create the mystery that would make our “building” unique, and change the user experience depending on the time of use.

Barragán managed to combine colors that are not considered to be harmonic in a single work, using the changes of shades they experience during the day as the sun moves.

Your product needs to know how to combine the colors harmonically and this is of course the most significant challenge in presenting your potential and abilities to grow and hedge risks to the investors.

Main conclusions:

1. Focus on two or three colors and utilize as many of their shades as possible. Understand the process that users go through in your product and how to expand their needs.

2. Keep it mysterious. If it’s too straight-forward, the value decreases. Always create added values to be found or admired by, thanks to an extraordinary technology or experience that cannot be copied. Create a fingerprint of your work so that users always compare your competitors to yourselves.

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