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City as a Service: How to Design a New Urban Experience - Yegor Korobeynikov & Mikhail Belyaev, Aventica

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DAY TWO – OCT 3rd 2015 at Global Service Design Conference NYC
AFTERNOON SESSIONS / / SYSTEM CHANGE / CULTURE CHANGE

more info at: http://bit.ly/1PoNvbj

Published in: Design

City as a Service: How to Design a New Urban Experience - Yegor Korobeynikov & Mikhail Belyaev, Aventica

  1. 1. Mikhail Belyaev | Aventica Yegor Korobeynikov | Aventica City as a service: how to design new urban experience October 3nd, New York City
  2. 2. Competition for human capital among cities has become the key driver for development today
  3. 3. Attraction centres USA 3,6m 1,1 % Israel 220k 2,8 % Russia 400k 0,3 % China 2m 0,3 % India 2,8m 0,22 % Germany 950k 1,1 % Great Britain 860k 1,3 % example Competition for IT-specialists Churn centres The percentage of population employed in IT % Global competition for high-skilled professionals
  4. 4. International migration Every 7th person on Earth is a migrant
  5. 5. Aging For every new person entering the job market there are two — retiring
  6. 6. Berlin Dubai Dublin Today cities, not states compete for people
  7. 7. Patterns and expectations The way people use city is changing faster than cities themselves
  8. 8. Cities absorb best business practices and tools And now it’s high time for service design CrowdsourcingCompetitive analysis Strategy and planning Segmentation Branding
  9. 9. Some cities started to apply service design to improve certain urban practices
  10. 10. Demand-Based Adjustment of Metered Parking San Francisco
  11. 11. Holistic Approach to Public Spaces Management NYC, Chicago
  12. 12. Welcome Experience in Berlin Museum of Natural History
  13. 13. Resident-centred Development London
  14. 14. Public Transport Integration and Service Improvements Seoul
  15. 15. Meanwhile in Russia
  16. 16. All-inclusive Carsharing Moscow
  17. 17. Active citizen Moscow
  18. 18. My documents Russia
  19. 19. Crowdsourced reporting public utilities issues Moscow
  20. 20. Moscow Wayfinding System
  21. 21. City is not about functions and even services City itself is a service
  22. 22. Functional approach Communications Communications Transport Transport Urban Design Urban Design Public spaces Public spaces Public Utilities Public Utilities Experience-based approach
  23. 23. Innopolis
  24. 24. Innopolis is the first Russian city with the service model in its heart
  25. 25. How to respond to numerous challenges using customer experience and service design tools?
  26. 26. Think about the city as a startup Discover Build Measure Learn
  27. 27. Challenge: how to attract high-skilled professionals to the city without anything Macro-level
  28. 28. Approach: future residents segmentation via personas and lifetime scenarios analysis Innopolis Kazan Perm Novosibirsk surgut Moscow vologda Kaliningrad
  29. 29. Creating vision for ideal city never being there before Verbal and image associations Market Research Online Community Photo collages of their own and ideal cities Set comparison Thematic apperception test Collective citizen journey and mind-mapping Brainstorming
  30. 30. Personas Ideal residents True companions Willy-nilly residents VisitorsEmployeesStudents Service staff
  31. 31. Willy-nilly residents Employees Service staff Ideal residents True companions Willy-nilly residents Students Employees Service staff Visitors Service staff
  32. 32. Citizen journey for newcomers 1 Learns about the city 2 Visits the city for the first time 3 Considers moving to the city, looks for a job and accommodation 4 Moves to the city 5 Sets up home, arranges formalities and daily routine 6 Works, relaxes, develops personally and professionally 7 Participates in city development, recommends the city to his/her friends 8 changes residence
  33. 33. Solution: Services for visiting city and making process of relocation easy for each persona
  34. 34. Citizen journey for newcomers 1 Learns about the city 2 Visits the city for the first time 3 Considers moving to the city, looks for a job and accommodation 4 Moves to the city 5 Sets up home, arranges formalities and daily routine 6 Works, relaxes, develops personally and professionally 7 Participates in city development, recommends the city to his/her friends 8 changes residence innomedia roadshow innopolis id innopolis weekend 10 000 resume innopolis plug-and-play
  35. 35. Challenge: how to develop infrastructure and services in the city without enough residents Mid-level
  36. 36. City services map Basic services Entertainment services Urban environment Communication services • Shops • Domestic services • Kindergartens / Schools • Healthcare and beauty • Safety • Public Spaces • Transport • Waste collection • Urban Design • Public Utilities • Events • Cinema • Cafés and restaurants • Sports • Volunteering • Needs and inquiries • Feedback • Notifications • Civic engagement • Monitoring
  37. 37. Approach: demand analysis and product- market fit Solution: “cloud” infrastructure on-demand
  38. 38. Concierge Service unified interface of interaction functional silos demolition revealing actual needs and gathering feedback
  39. 39. Citizen journey for newcomers 1 Learns about the city 2 Visits the city for the first time 3 Considers moving to the city, looks for a job and accommodation 4 Moves to the city 5 Sets up home, arranges formalities and daily routine 6 Works, relaxes, develops personally and professionally 7 Participates in city development, recommends the city to his/her friends 8 changes residence myinnopolis.ru 365 events restaurant week meetups and workshops concierge service city in the pocket
  40. 40. Challenge: create day-to- day experience in a wide range of touchpoints, that exceeds expectations Micro-level
  41. 41. Insights parents want to know when their child came to school parents want to be sure that their child has had lunch children want to keep their money from seniors parents want to be sure that their child hasn’t lost his/her pocket money
  42. 42. Solution: “Palms” project for contactless payment in canteen, that is delivered by Sberbank, the biggest bank in Eastern and Central Europe (70M clients)
  43. 43. project “Palms”
  44. 44. What is an urban experience?
  45. 45. Holistic perception of personal interaction with urban environment, people and services, both physically and digitally
  46. 46. Urban Experience Design Approach touch point hub data datadata Journey Analysis Journey Analysis Fractal citizen journey urban analytics segmentonesegmenttwo
  47. 47. 4 layers of urban experience information and data Services Physical realm Social interactions
  48. 48. Fractal citizen journey macro Stage 1 Stage 2 Stage 3 mid micro
  49. 49. Touchpoint hub
  50. 50. Urban data set Now​ Focus groups Surveys Temporary use Citizen journey maps KPIs Telegram Crowdsourcing Concierge service inquiries Ethnography Anthropology Benchmarking Web analytics Business cases Impact analysis Upcoming CCTV Built-in analytics Sensors Mobile operators data Bank transaction data
  51. 51. Journey Analysis KPIs use case business case impact analysis
  52. 52. Urban experience design aims to transform the city for anyone to the city for everyone

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