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Visual tools to design

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The role of visual representation in innovation processes

Published in: Design

Visual tools to design

  1. 1. The role of visual representation in innovation processes Visual Tools 
 to Design Roberta Tassi European Conference on Cognitive Ergonomics / Nottingham 2016
  2. 2. w w w. s e r v i c e d e s i g n t o o l s . o r g @ s _ d e s i g n t o o l s Milan, 2008
  3. 3. frog Cape Town, 2015
  4. 4. frog
  5. 5. ETHNOGRAPHIC THINKING STRATEGIC THINKING 1 2 3 5-10 30-60 60+ TECH IDEA TECH-BASED SOLUTION LEARNING DESIGNING TESTING Product Requirements Service System Business Model For us by us product-service system development cycle: ‘Market Creation Through Community Engagement’ published in EPIC conference proceedings, Minneapolis, 2016
  6. 6. D I R E C T LY F I R E - R E L AT E D I N D I R E C T LY F I R E - R E L AT E D M I N O R P R E S E N C E HOUSEMATES NEIGHBORHOOD LEADERS + CHIEF MUNICIPALITY HOUSE SETTLEMENT FIRE SERVICES EDUCATION HEALTHCARE SECURITY LANDLORD SAVING GROUPS BANK POLICECLINIC FIRE SERVICE RESPONSE TEAM SECURITY GUARD SCHOOL INSTITUTION COMMUNITYINFORMAL ROLES NGO NGO NGO CHW FINANCIAL DWELLER ECOSYSTEM MAP
  7. 7. RISK PERCEPTION GAME
  8. 8. P R O P E R T Y I N V E S T M E N T F U T U R E V I S I O N The achiever is a person who invested in his or her house, either to improve or expand the space available, create space for a commercial activity or buy the land where the house is built. Higher investments translate into more willingness to protect their property. Everything the achiever is doing is aimed at improving his conditions till the point he/ she will be able to leave the informal settlement and start a better life in a different neighborhood. The achiever is highly motivated: has started building a better future years ago and is close to achieving the desired goal. N E E D S A S P I R AT I O N S • PERSONAL & FAMILY SAFETY • HOUSE PROTECTION • PEACE OF MIND • NICE HOUSE • LARGER BUSINESS F U T U R E V I S I O N Besides weak financial stability, the aspirer is working hard to build a better future for the entire family. They are strong and persistent. When it comes to decision making, the aspirers always give priority to things that have a direct correlation with their P R O P E R T Y I N V E S T M E N T The aspirers are making small investments to upgrade their business or living condition: they are in the process of becoming an “achiever” and every rand or shelling counts. The aspirer is very careful with expenses, and tries to save money HUMAN ARCHETYPES
  9. 9. TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE PREVENTION DETECTION REBUILDRESPONSE F I R E L I F E C YC L E S E R V I C E O F F E R I N G OFFERING MAP
  10. 10. SET UP DISTRIBUTION FIRE RESPONSE EXPERIENCE JOURNEY MAP FIRE SENSOR R E S P O N S E J O U R N E Y E X E R C I S E ON ALARM COMMUNICATION INTERVENTION STOP CAPE TOWN | 15-16 OCTOBER 2015 HOW DO YOU KNOW THAT THE SENSOR IS ON? HOW DOES THE SENSOR LAUNCH THE ALARM? HOW DOES THE SENSOR INFORM ABOUT WHAT’S HAPPENING? HOW IS THE FIRE RESPONSE MANAGED IN ORDER TO PUT IT OFF? HOW IS THE ALARM STOPPED WHEN THE FIRE IS OFF? THINK OF PEOPLE NEARBY THE FIRE THINK OF PEOPLE FAR AWAY (E.G. FIRE BRIGADES) FIRE SENSOR S E N S O R J O U R N E Y E X E R C I S E CAPE TOWN | 15-16 OCTOBER 2015 AWARENESS PURCHASE INSTALLATION USE MAINTENANCE HOW DOES EACH INDIVIDUAL IN THE COMMUNITY GET TO KNOW ABOUT THE FIRE SENSORS? WHERE AND HOW COULD THE FIRE SENSORS BE PURCHASED? WHO IS INSTALLING THE SENSORS IN THE HOUSES AND EXPLAINING HOW THEY WORK? WHAT ARE THE BENEFITS WHEN THE FIRE SENSORS ARE ACTIVE? WHO IS TAKING CARE OF CHECKING AND CHANGING THE BATTERIES?
  11. 11. EXPERIENCE JOURNEY MAP
  12. 12. COMMUNITY FIRE WARDEN RESPONSE VOLUNTEERS COMMUNITY LEADER COMMUNITY FIRE CLUB IS A SERVICE COMMUNITIES SUBSCRIBE TO BY PAYING A MONTHLY FEE OF 1.00$ PER HOUSEHOLDS TO TAKE RESPONSIBILITY AND ACTION AGAINST THE PROBLEM OF FIRE. VALUE PROPOSITION
  13. 13. EDUCATIONTOOLS COMMUNITY FIRE WARDEN RESPONSE VOLUNTEERS COMMUNITY LEADER FIRE CLUB MANAGER GLOBAL NGO FIRE & DISASTER SERVICES COMMUNITY COMMUNITY FIRE RESPONSE FIRE RESPONSE FUNDING DONOR MICROINSURANCE PROVIDER SENSORS PRODUCER INITIAL DONATION CAPITAL CAPITAL SENSO R S INCUBATIO N LOCAL NGO M O NTHLY FEE TRUS T H ELP M O NTHLY FEE PAY-B A CK REPO R T MENTORING & STIPEN D EDUCATION SENSITIZATION INFORM ATI O N SERVICE MODEL
  14. 14. ProjectOutcomes SERVICE BLUEPRINT
  15. 15. READY! AWARENESS TRAINING INSTALLATION MAINTENANCEUSE COMMUNITY ENGAGEMENT DEMONSTRATE THE SERVICE TO COMMUNITY LEADERS PAY FOR AN ANNUAL SUBSCRIPTION (LOAN) DEMONSTRATE THE SERVICE TO COMMUNITY MEMBERS SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION COMMUNITY MEMBERS COMMUNITY LEADER WELCOME THE PROJECT AND SET COMMUNITY MEETINGS SUPPORT THE FIRE CLUB MANAGER MOBILIZING THE COMMUNITY RESPONSE VOLUNTEERS COLLECT SUBSCRIPTIONS FROM COMM. MEMBERS 80% SUPPORT DEMONSTRATION AND EXPLAIN THE SERVICE VALUE SUBSCRIBE WITH THE COMMUNITY LEADER (EACH HOUSEHOLD) LEARN ABOUT THE SERVICE AND DISCUSS WHAT TO DO SELECT A COMMUNITY FIRE WARDEN AND RESPONSE TEAM APPROVE THE COMMUNITY FIRE WARDEN AND RESPONSE TEAM SUPERVISE THE FIRE WARDEN AND RESPONSE TEAM SELECTION OFFICIALLY RECOGNIZE THE COMMUNITY RESPONSE TEAM TRAIN THE COMMUNITY RESPONSE TEAM INSTALL FIRE STATION AND SENSORS IN THE COMMUNITY ORGANIZE A FIRE SIMULATION IN THE COMMUNITY COMMUNITY FIRE WARDEN VOLUNTEER TO BECOME THE COMMUNITY FIRE WARDEN RECEIVE TOOLS & INFO TO EXECUTE AND MAINTAIN THE SYSTEM VOLUNTEER TO BE SPECIFICALLY TRAINED ON FIRE RESPONSE LEARN ABOUT FIRE EDUCATION, PREVENTION AND RESPONSE GET REFRESHER TRAINING ON FIRE PREVENTION AND REPONSE GET REFRESHER TRAINING ON FIRE PREVENTION AND REPONSE SUPPORT FIRE SENSORS AND STATION INSTALLATION EVALUATE, REPLACE OR REPAIR WHAT IS BROKEN PROVIDE REGULAR REFRESH TRAINING FOR THE RESPONSE TEAM EVERY MONTH PAYMENT AND SERVICE BENEFIT NOTIFY DAMAGES OR NEED FOR REPAIR (SENSORS OR STATION) USE THE MONEY TO PAY BACK THE LOAN AND PAY THE FIRE WARDEN FIRE CLUB MANAGER LOCAL ALLIANCE INSUR. UNIV. ... OVERVIEW ACCEPT THE SUBSCRIPTION AND ACTIVATE IMPLEMENTATION COLLECT MONTHLY PAYMENTS FROM HOUSEHOLDS PAY THE FEE TO WARDEN & GET TRAINING FROM CHECK SENSORS + DOOR-TO-DOOR AND GROUP TRAINING FIRE DISAST COM COMM AFFE RESPO COMMU ... FIRE DISAST COM COMM AFFE RESPO COMMU ... S E T- U P D I S T R I B U T I O N R E S P O N S E SERVICE BLUEPRINT
  16. 16. ProjectOutcomes STORYBOARD / USER STORY
  17. 17. ProjectOutcomes EXPERIENCE SIMULATION / ROLE PLAY
  18. 18. CONCEPT IMAGE
  19. 19. frog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
  20. 20. frog REALISTIC- + - + ABSTRACT DIACHRONICSYNCHRONIC MAPS FLOWS NARRATIVES IMAGES Visual Representations Map: ‘VisualTiles, Communication Tools for (Service) Design’ published in NORDES Nordic Service Design conference proceedings, Oslo, 2009
  21. 21. SYSTEMVSEXPERIENCECONTENT
  22. 22. FLOWSVSNARRATIVESREPRESENTATION
  23. 23. USERVSEXPERTAUDIENCES
  24. 24. frog CO-DESIGNINGVSTESTINGDESIGNACTIVITY
  25. 25. frog Visual tools help dealing with complexity by making things tangible Why is this relevant? Product Service Interaction Experience System Process
  26. 26. frog Why is this relevant? Visual tools enable an effective collaboration of 
 all the players involved User Operators Organisation Experts … …
  27. 27. frog One more why! Those tools help organisations adopt 
 a human-centred innovation 
 culture
  28. 28. A view from outside S E A R C H I N G F O R A P P L I C A T I O N S Private industry Public sector
  29. 29. The most important tool to find solutions to pressing social challenges in the ability to embed the solution in the larger system being targeted. The work that social innovators face today is more complex than ever and requires a set of tools and frameworks designed to address the complexity inherent when innovations are integrated into existing systems like schools, welfare agencies, health departments and corporate structures.
  30. 30. Milan, 2017
  31. 31. T H A N K SA P I C T U R E I S W O R T H A T H O U S A N D W O R D S

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