Accelerate Experience Design via Design-driven innovation and User-centred design approach

ACCELERATE SERVICE EXPERIENCE
with Design-Driven Innovation and User-Centred Design Approach
AUTHOR MEI-CHUN DIANE SHEN
ADVISOR FRANCESCO ZURLO
diane.shen@gmail.com http://dianeshen.com twitter @dianeshen

Accelerate Experience Design with Design-Driven Innovation and User-Centred Approach
C O N T E X T

A new lens to connect design and business: Experience Design

!

•

explore new meanings of “Craftsmanship” via design-driven innovation

•

embody experience design via human-centred design

M E T H O D O L O G Y

T H E H I L L - C L I M B I N G P A R A D I G M A P P L I E D T O I N C R E M E N T A L A N D R A D I C A L I N N O V A T I O N
(Norman, Verganti, 2011)

E X P E R I E N C E D E S I G N D R I V E N F R A M E W O R K
Diane Shen, 2014

E X P E R I E N C E D E S I G N D R I V E N F R A M E W O R K
Diane Shen, 2014
gain deeper understanding by analyzing observations. Insight
will gradually sparkle and problem might need to be reframed
!
discover shifts in social-cultural context, analyze connections
and define future scenario in order to interpret new meaning
of consumption.This process is adapt from design-driven
innovation, including 5 steps such as envision, share, connect,
select and embody
listen to users’ stories and observe their behavior in given
context, understand what users think and feel in order to
establish empathy
The proper defined problems will lead to opportunities.
Generate concepts based on opportunities, visualize them for
better communication and evaluation
Develop solution based on selected concept. Put working
prototype into user testing and refine it iteratively based on
testing feedback

M E A N I N G

E N V I S I O N S H A R E C O N N E C T E M B O D YS E L E C T

Y O U N G O L D
R A T I O N A L S E N T I M E N T A L
G I V E T A K E
P R A C T I C A L F A N T A S Y
I N S T A N T S O A K E D
E X P L O R E R K I N G
L O C A L F O R E I G N
T R A N S P A R E N T M Y S T E R I O U SS O C I A L P R I V A T E
I N T I M A T E P U B L I C
C O N T E M P O R A R Y T R A D I T I O N A L
O N - D E M A N D S E Q U E N T I A L
N E W B I E E X P E R I E N C E D

R A T I O N A L
S E N T I M E N T A L
N E W B I E E X P E R I E N C E D
S O A K E D
I N S T A N T
P U B L I C I N T I M A T E
F A N T A S Y
P R A C T I C A L
L O C A L F O R E I G N
M Y S T E R I O U S
T R A N S P A R E N T
C O N T E M P O R A R Y T R A D I T I O N A L

O B S E R V A T I O N

E M P A T H Y M A P
(adopted from d.school HCD)

A C T I O N R E S E A R C H
(adopted from The Cornell Participatory Action Research Network)

A N A L Y S I S

Universal / Newbie
27 years old from Barcelona. Work as Freelancer in
Architecture firm. Speaks Spanish and English. Most of his
friends are struggling to find a job but he is talented, and
lucky enough, to do sketching which he likes very much.
During time off, he rides a second hand bike to explore the
city, take photos and to discover hidden-spots. There are
some places he found interesting where he heard intriguing
stories from people. This inspires him to start a sketching
project called “Objects they love” and he has lots of fans
from his blog.
29 years old from Hongkong. Work as Copywriter in an
Advertisement agency. Speaks Chinese, English and
Cantonese. She is a kind person who enjoys the company
from friends. Maybe it’s the pressure from work or Hongkong
is just too crowded, she feels no air to breathe freely and gets
exhausted easily. She needs to travel a lot for work and she
always wish to have more time off to experience more from
the local lifestyle. She likes to discover different places to dine
with friends during weekends and, lately, she has lots of fun
from a place where you learn Mediterranean cooking and
then eat those dishes you prepare. Always good to enjoy it
with friends.
26 years old from New York. Work as a Accountant in Trading
company. Speaks English and learning Italian. She loves to
make numbers match on excel sheets but sometimes it bores
her. So she started to join a few community workshops, such
as water color and knitting lessons but she always has
unfinished paintings or half-way knitted scarfs on the floor.
She is worried if she has enough patient to finish it before
Christmas: it’s a gift for her boyfriend!
“WHAT IS MISSING FROM MY LIFE?”
30 years old from London. Speaks English. Work as a
Mechanical Engineer for a Equipment Producer, which start to
design and make 3D printer lately. He doesn’t talk too much
because he is very shy. But he can talks for hours when people
ask about those fancy mechanical gadgets on his working
desk. He made them as hobby, such as he uses gear from old
watches to make a mini vintage timer. His nephew loves those
gadgets and this motivates him to surf internet for hours to
explore possibilities of materials or to think about combining
new technology and crafts.
“IS IT POSSIBLE TO JOIN NEW AND OLD?”“I CAN BE GREATER?”
“HOW CAN I MAKE IT REALLY HAPPEN?”
Speciﬁed / Experienced
Exclusive IntimacySocial Infusion

LIFESTYLE SKETCHING POLAROID TALENT
FUTURE CRAFTSMANFABU-LABS DESIRE
J E S S I C A . H O N G K O N G . 2 6 M A R I A . N E W Y O R K . 2 4
R O B E R T O . B A R C E L O N A . 2 5 S H E L D O N . L O N D O N . 2 8
S O M E T H I N G M I S S I N G F R O M M Y L I F E ?
❞
C A N I B E G R E A T E R ?
❞
H O W C A N I M A K E I T H A P P E N , S E R I O U S L Y ?
❞
P O S S I B L E T O J O I N N E W A N D O L D ?
❞
!
P R O G R A M
C O V E R A G E

MOOD* OF ROBERTO
MOOD BOARD
Mood board is another creation along with persona as visual state of mind or feeling. it is a
collage composition of images, objects, either physical or digital, in order to illustrate the style
and feeling, such as where he lives or likes to be, what he owns or likes. I took Roberto as
example to show how his mood shall be like.

learn it , make it , love it
Source: Eurostat, European Commission, ONS, InspiringInterns.com
Youth unemployment trend remands upwards.
UNEMPLOYMENT RATE
age 15 - 24
2 3 , 5 %
T H E L O S T G E N E R A T I O N
13,5%NEETS
Neither in Employment,
Education nor in Training
35%GRADUATE
DON T KNOW
WHAT TO DO

C O M P A N Y
T E R M I N A T I O N
R A T E
Economy crisis and population ageing issue does harm to Italian artisan sectors
A R T I S A N S A T R I S K
6% 8,4%
CRAFT COMPANYNON CRAFT COMPANY
C R A F T S E C T O R
A T R I S K
Source: CNA 2012
Food5,7%
Tailors and Clothing12,9%
Textile9,4%
Manufacture of furniture7,1%
Wood and wood products7,0%
Ceramics, tiles and terra cotta products6,7%
Footwear and leather goods10,2%
Bakeries, ice cream parlours10,7%

4 days
⊕ ⊖
Em
ilia-Rom
agna
Toscana
Trentino
Puglia
Veneto
Sicilia
Sardegna
Lom
bardia
Tourists spend only 1 - 3 days in Lombardia.
T H E R U S H I N G T O U R I S T S
Source: Osservatorio Nazionale Del Turismo, Banca D’Italia, ISTAT, 2011
1-3 days

S Y N T H E S I S

Jordan stayed with his parents. He didn t do much useful thing in
a day since he had no direction nor inspiration in his life.
One day, after killing time uselessly in his favourite guitar shop, he
found out about CRAFTVENTURE , a service that let people
experience the artisan s life in Lombardy, Italy.

That interested and inspired him a lot, so he checked the website
about the details of each course in diﬀerent cities, including the
length and the intensiveness of each one.
Finally, he subscribed a program with a traditional Italian
carpenter in Cremona, the city of instruments, which attracted his
interest the most.

The artisan was very nice and taught him almost everything
beginning from basic techniques to more advance ones.
After a while, Jordan s skills improved quickly. He could make his
very own guitar and he was very proud of this.

During spare time, Jordan also taught the old man how to
promote his carpentry products through diﬀerent channels in the
internet.
Then the old man s business started to re-grow again. He got
many fresh ideas from younger generation to develop his
products to serve contemporary needs. The city s business is now
re-growing again too.

When Jordan was back to his country, he used the knowledge he got
during his craftventure to create his own little but unique guitar shop.
One of his friends, Jessica, was so interested in his story.
Jessica decided to spend her holiday for a craftventure
in Milano. She learnt how to make traditional Italian
cheese by her own hand! A food lover like her would
never be more happier.

Artigiano
Confartigianato
Chamber of Commerce
• source artigiano

• qualify artigiano

• coach artigiano
• provide availability

• provide skillset for program planning

• Provide artigiano network &
contact
• Facilitate venture and artigiano network collaboration

•Assist to obtain agreement on artigiano participation
• Socialize & propose
collaboration model
Tourism Ofﬁce
• Co-develop tourism package

• Collaborate promotion
• Design venture programs

• Establish venture platform
Major responsibility
Required assistance

Young People (NEEDs)
Tourist
Artigiano
Parents
Confartigianato
Chamber of Commerce
• coaching

• mentoring

• revenue sharing
• provide availability

• provide skill to teach
• support artisan
collaboration
• register/join program

• payment
• register/join program

• payment
Tourism Ofﬁce
• assist program promotion
• revenue sharing
• revenue sharing
• mentoring to ensure engagement
Major responsibility
Required assistance

D E V E L O P M E N T

C R A F T V E N T U R E C O L L A B O R A T O R S I N T E R V I E W
H T T P : / / V I M E O . C O M / 9 1 6 8 7 5 4 1

C O - D E S I G N
(Sanders & Stappers, 2008)

C O - D E S I G N
(Kirsikka, 2012)

Co-design in action

!

Elisa selected avatars to present herself and people who

works with her in the farm to play through the journey.

Co-design in action

!

The co-design session occurred in Zipo farm.

Our co-design artefacts arose interests of Elisa’s Mother.

C O - D E S I G N A R T I F A C T

S U M M A R Y

Thank you.
AUTHOR MEI-CHUN DIANE SHEN
ADVISOR FRANCESCO ZURLO

Accelerate Experience Design via Design-driven innovation and User-centred design approach

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