Visualization tool
for design plan
How to communicate our service design.

Th solutions will b
The l i ill be
developed, described and visualised
according to specific service design tools
di ifi i d i l
(the so called Design Plan)
that will guide the participant to
better focalize the t i f the
b tt f li th topic of th work k
and the content of their design decisions.

Solution development
description and visualisation
The Design Plan aims to help different
partners in communicating and
developing a solution together.
It is a strategic design tool-box that works as a
tool box
series of formats to represent and visualize,
at different stages of development,
a solution involving
actors in a complex interaction process.

Milestone steps for service visualization
* title
* target and context (+ moodboard)
* solution d
l ti description (+ poster)
i ti t )
* qualities of the experience (+ story board)
t l f the i
* actors, role of th user, aim of th service ( d
f the i (+ description)
i ti )
* solution’s elements and technologies (+ service schema)
i d l i i
* service model: organizational structure ( system map)
l (+ )
* actors’ motivations (+ stakeholders’ motivations
matrix)

1 - moodboard
• to provide a creative and suggestive visual
description of the overall mood of the case
• highlighting the qualities of environment and
g g g q
interaction
• a mosaic of pictures, describing the solution by
p g y
depicting the atmosphere, the interaction, the
environment, and the specific “taste” of it
• Pictures have to describe the places, the persons and
the artefacts of the solution

You need to catch the observer’s attention
at first glance
glance.

2 - poster
• the poster is a catchy image that depicts a story in a
concise and emotive way y
• it uses the evocative capacity of the visual and the
descriptive capacity of the text to sketch the topic and
p p y p
atmosphere of a story
• it is a promise of what the service has to offer and is
also the promotional image
• it integrates the visual with the written message,
in d
i order to prefigures the characteristics of the
fi h h i i f h
service

It is composed by:
p y
_ an image of the proposed solution
_ the title
_ a claim
Pay attention to the graphics tips!

10

Urban farmers-market
the farmer of the next door
I cultivate tomatoes for Luisa
and cabbages for Carla ..
Giovanni, 73 years
old
7

8

9

3 - Quality of experience (storyboard)
• why and how the solution produces a good experience
for the user?
• how is the user-interaction with solution?
• which are the main evidences of the solution?

Storyboard (interaction)
• the Interaction story board shows the solution
story-board
performance along an horizontal time line
• It is the translation of an event, which takes place in
event
space and time, into a sequence of static images and
explanatory captions, that represent the significant
interactions between the user(s) and the provider(s) of a
product-service
• in a limited sequence of pictures it visualises: the salient
service situations, the advantages that result

The user’s story board must be realised in 5-8
images with the coresponding captions of no
longer than 100 characters.
Graphic tips:
• Choose details
• Choose context
• Add graphics if needed
dd hi d d

User may ask the The user enquires The user selects The user cooks the The user enjoys
Place Owner for a the system for the and withdraws the dishes supported by dining with others
personal PuntoX daily menu dishes the automatic
Membership Card system

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member card of each touch-kiosks enabling go to work... give the kids a ride turn back to your
condominium the access to ccs to school... home...

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An organized group Members of the group go At the Biomercatino they …they interact with BioMio linked ..they decide to
discussing about to the Biomercatino discover BioMio services producers, tasting products … order/purchase
products to buy products..

SILVIA, 14 ANNI, STUDENTESSA
L’accesso
Un pomeriggio Silvia esce a fare Tornata a casa, mentre naviga Inserisce tutti i dati richiesti, Dopo la titubanza iniziale la
una passeggiata ìn piazza e in internet, Silvia va sul sito ma il sistema non le permette di mamma accetta poiché il
trova lo schermo di “io, me segnalato nel promo e decide di iscriversi perché è minorenne. servizio è garantito dalla
stesso e la città”; molti ragazzi iscriversi al servizio. Può però scaricare l’autorizza- biblioteca .
dicono di voler partecipare zione da far firmare ai genitori.
perché si diventa famosi e si
vince un cellulare.

SILVIA, 14 ANNI, STUDENTESSA
La produzione La selezione
Silvia esce e passa dalla Ogni settimana Silvia riceve un Silvia scarica i video I video di Silvia sono stati molto
biblioteca per consegnare il Sms con il tema proposto e direttamente sul pc con il cavo apprezzati e vengono
modulo e completare lì produce anche più di un video; del cellulare perché non più selezionati per la ressegna
l’iscrizione. infatti tra gli amici si è creata inviare Mms né connettersi ad conclusiva di “io, me stesso e la
una competizione a chi fa i internet. città”.
video più belli.

SALVATORE, 70 ANNI, PENSIONATO
L’accesso
Una mattina Salvatore va in Salvatore è entusiasta, ma non Salvatore accetta, così la Infine gli consegna il cellulare,
biblioteca e la bibliotecaria lo ha il cellulare adatto e bibliotecaria gli porge il modulo delle istruzioni cartacee per
accoglie invitandolo a comunque non saprebbe come di iscrizione e lo assiste inserire i filmati dal cellulare e
partecipare ad un’iniziativa usarlo. La bibliotecaria gli nell’inserimento dei dati. la scheda con il tema della
culturale, “io, me stesso e la suggerisce di prenderlo in settimana “cosa mangio”.
città”. prestito dalla biblioteca e di
farsi aiutare dal nipote per
produrre i filmati.

SILVIA, 14 ANNI, SALVATORE, 70 ANNI, PENSIONATO
La produzione La selezione
Durante il pranzo domenicale Fatto il filmato, Emanuele Dopo pochi minuti arriva un Salvatore porta sempre gli
Salvatore chiede ad Emanuele seguendo il foglio di istruzioni Sms.che notifica la riuscita amici e i conoscenti d’avanti
di filmare la situazione e le invia l’Mms con il video al dell’operazione. agli schermi posti in paese e li
prelibatezze della nonna. server, indicando la costringe ad aspettare finchè
localizzazione, l’orario e il tema. non vengono visualizzati i propri
video.

GIULIO, 34 ANNI, AVVOCATO
La produzione La produzione
Giulio sta sfogliando il giornale Giulio decide di approfittare del Dopo poco riceve l’Sms dal Nel weekend Giulio decide di
durante una pausa e tra le servizio per farsi conoscere in sistema con la proposta del riprendere sua moglie Deborah
pagine locali trova la notizia paese; si connette dal cellulare tema della settimana; in questo che nel frattempo è alle prese
che è partito ad Assago al sito e completa l’iscrizione. caso è il tema è “chi mi sta con le pulizie.
un’iniziativa culturale per intorno”.
rafforzare l’identità territoriale.

GIULIO, 34 ANNI, AVVOCATO
La selezione
Una volta fatto il video, Giulio Quando Giulio mostra a Debora Per risolvere diplomaticamente la Giulio solitamente visualizza i
si connette al sito dal mobile il filmato inserito non ottiene la questione, Giulio accede nuovamente video attraverso il proprio
ed effettua l’upload; ottenendo reazione che si aspettava; a lei al sito ed elimina il contributo. inseparabile cellulare nel
un feedback immediato di infatti non fa molto piacere che momenti morti della giornata ed
buona riuscita. tutti la vedano in quelle esprime tramite il voto le sue
condizioni. preferenze.

BETA, 25 ANNI, PARRUCCHIERA
L’accesso
Un giorno in parrucchieria gira Dopo aver preso i bambini dall’asilo La bibliotecaria la persuade a La bibliotecaria avvisa tuttavia
la voce di un’iniziativa in paese Beta si fa convincere da Rita a parteciparvi prendendo un Beta che occorre partecipare a
che permette di farsi passare dalla biblioteca per chiedere cellulare in prestito dalla tutti i temi per usufruire del
conoscere e conoscere gli altri informazioni sul servizio.
biblioteca. Quindi Beta compila prestito del cellulare, in modo
attraverso dei filmati. il modulo e la bibliotecaria da agevolare gli utenti più
inserisce i suoi dati nel sistema. partecipativi.

BETA, 25 ANNI, PARRUCCHIERA
La produzione La selezione
Beta purtroppo ha davvero Beta decide di riportare il In ogni caso Beta segue le Partecipa da spettatrice
poco tempo libero e ha saltato cellulare in biblioteca perché storie dei partecipanti al votando i suoi preferiti tramite
già due temi; così la biblioteca ritiene corretto permettere ad servizio attraverso gli schermi sms.
la contatta per chiederle se altri utenti che hanno più in paese, o i racconti delle
desidera continuare a tempo di lei di collaborare. clienti della parrucchieria.
collaborare il servizio oppure
preferisce tirarsene fuori.

4 - System organizational map
• the system organisation map shows the solution
h i i h h l i
form the point of view of the organisation of the
partnership providing the solution
• it consists of a map of the general system
organisation (the main stakeholders and the flows
and relationships between them)

The map identifies:
the system boundaries;
the primary and secondary stakeholders;
the main physical, informational and financial
flows;
fl
the core performance of the solution;
the secondary functionalities of the solution.

Bilancio
Partecipato
Assemblea territoriale
Assemblea comunale
Riunione territoriale
Bilancio
Massa critica Partecipato
Votazione
Ufficio tecnico

mappa
a
Fasi preliminari
Iscrizione al servizio
rca
Consegna e installazione
cer
del JAVA
Compilazione profilo e
istruzioni d’uso
chi c’è

4. Il server distribuisce i random via MMS
2. Comunicazione
1. Propongo un tema tema a tutti gli utenti
estemporaneo via SMS via SMS
Server
Utente
3. Gli utenti inseriscono i video nel sito

Bio food provider
Bio food provider
Logistic provider
Logistic provider
Local delivery shop
Local delivery shop

industrial office local collective
company company shop household
public local individual etc…
institution association household

! \"

#
1

# # # # #
#
$
# %
& ## #
# '

start
point
main PSS performances 1. user asks for subscription…
( with numbered captions start
2. shop propose daily menu…
#
Users
$ Local
# secondary Shop
# ) 3. shop deliver meals
flows with
captions
professional diet advice
Health adviser

E-meal appliance producer
*& start
Food providers
Offices
Catering provider
Health adviser
47

Platform Integrative Intermediate Final
Providers Providers Users Users
1
Food Packaging Public
producers providers Admin.
Local food shop +
Organic-food
manager
+ $
Home
System $
organiser
Assistance
Appliance provider
University/Gym
producer +
+
Dietary Service manager Office '
management
software provider
Furniture Family doctor
Dietary advisor provider

5 - Stakeholder motivation matrix
• why are these actors involved in the solution?
• why are they considered as stakeholders?
• which is their interest?
• the stakeholders motivation matrix shows the solution
from the point of view of the stakeholder’s interest in
taking part in the partnership
• it shows a check-list of motivations, benefits and
contributions from each stakeholder s point of view,
stakeholder’s view
between individual partners and over the whole
partnership.
p p

Cross referencing the stakeholders (those already
identified and those still needed)
allows us to check:
• what each can b i t th partnership
h t h bring to the t hi
• what each gets out of the partnership

stakeholder’s motivation
system stakeholder stakeholder others partnership
brings promoter (A) B C stakeholders
to…
A' intention
s Stakeholders Stakeholders Partnership
system (motivation) relationship relationship benefit
promoter (A) (what\"A\" (what\"A\" (what A brings
brings to\"B\") brings to\"C\") to the
partnership)-
Stakeholders Partnership
B' intention
s
Stakeholders relationship benefit
(motivation)
stakeholder relationship (what\"B\" (what B
B (what\"B\" brings to\"C\") brings to the
brings to\"A\") partnership)-
Partnership
Stakeholders Stakeholders C' intention
s benefit
stakeholder relationship relationship (motivation) (what C
C (what\"C\" (what\"C\" brings to the
brings to\"A\") brings to\"B\") partnership)-
others ....enlarge for more
stakeholders stakeholders....
stakeholder stakeholder stakeholder
benefit benefit (what benefit (what Partnership intention
(what the the partnership (what the partnership
the partnership
partnership brings to B)- brings to the
partnership brings to C)-
brings to A)- partnership)
54

gives Organic-food Solution Solution Oriented
manager & System Appliance
to… Dietary mgmt Assistance Centre Partnership
organiser producer Service manager
software provider provider
. to find new business . organic food market . organic food market . high quality food . new high quality . knowledge and . organic brand
perspectives in the expertise to test the expertise to improve the products to be offered convenience meals expertise from the identity
Organic-food organic food industry validity of the software performance of the to customers for vending machines organic food sector . expertise in organic
manager & System
organiser appliances . a new service supply management
concept
. a way to enhance the . to enter in non- . new criteria and . a way to better satisfy . adds value to the . expertise in the . advice and dietary
real value of the medical markets dietary tools for the customer needs service portfolio dietary industry management through
organic food offering . to open and finalise development of . potential networking professional software
Dietary mgmt research in new appliances for special with food specialists
software provider areas food needs
. competences in food . competences in food . to find applications . a dedicated appliance . a smart vending . expertise and . smart appliances for
processing processing for advanced food for customers machine system products in the white food processing
. hardware appliances appliances good appliances . brand identity
to be integrated with . to enter in the sector
Appliance
software service dimension
producer
. specific knowledge of . specific knowledge of . cognitive and . to complete the . expertise in assisting . social dimension
a very sensitive sector a very sensitive sector physiological feedback present service people in a specific . access to a specific
. inputs and feedback . a new area of to better design the offering context context
from the reduced business interfaces of new . to better satisfy
Assistance appliances
access to food context customer needs
provider
. expertise of a specific . feedback from the . feedback from final . to expand the . expertise and . service management
market final users users service portfolio entrepreneurship in in specific contexts
. expertise in service . statistical databases . inputs to integrate . to extend the the vending machine
management service and appliance offering to new industry
Service manager design contexts
. catalyst in the design . to facilitate entry into . to facilitate entry into . to facilitate entry into . to facilitate entry into . to develop . tools and expertise
and development of new businesses new businesses new businesses new businesses expertise in solution to facilitate and
ideas . support in the design . support in the design . support in testing of design manage the partner-
Solution . manage partner and development of and development of the solution idea with . to obtain visibility based solutions
Centre development ideas ideas their customers as solutions experts
. expand business and . visibility and . new sales channels . a new idea of service . a new service to be . opportunity to test a . to provide healthy,
new market recognition to the end- . service expertise to be used to reach used to contact new methodological convenient meals in
opportunities user new customers possible context of toolbox different contexts of
Solution Oriented . to become a food . feedback from new business . expertise in the food reduced access to
Partnership solution provider clients sector food
55

Don t
Don’t worry:
we have quite enough time
to work on this!
Grazie!
franz