1.
Mikhail Belyaev | Aventica
Yegor Korobeynikov | Aventica
City as a service:
how to design new urban
experience
October 3nd, New York City

2.
Competition for human
capital among cities has
become the key driver
for development today

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.
International
migration
Every 7th
person
on Earth is
a migrant

5.
Aging
For every new
person entering
the job market
there are two —
retiring

6.
Berlin Dubai Dublin
Today cities, not states
compete for people

7.
Patterns and
expectations
The way people use
city is changing faster
than cities themselves

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.
Some cities started to
apply service design to
improve certain urban
practices

10.
Demand-Based Adjustment
of Metered Parking
San Francisco

11.
Holistic Approach
to Public Spaces
Management
NYC, Chicago

12.
Welcome Experience
in Berlin Museum of
Natural History

13.
Resident-centred
Development
London

14.
Public Transport
Integration and
Service Improvements
Seoul

15.
Meanwhile in Russia

16.
All-inclusive
Carsharing
Moscow

17.
Active citizen
Moscow

18.
My documents
Russia

19.
Crowdsourced
reporting public
utilities issues
Moscow

20.
Moscow
Wayfinding
System

21.
City is not about
functions and
even services
City itself
is a service

22.
Functional approach
Communications
Communications
Transport
Transport
Urban Design
Urban Design
Public spaces
Public spaces
Public Utilities
Public Utilities
Experience-based
approach

23.
Innopolis

24.
Innopolis is the first
Russian city with the
service model in its heart

25.
How to respond to
numerous challenges
using customer experience
and service design tools?

26.
Think about the city
as a startup
Discover Build Measure Learn

27.
Challenge: how to attract
high-skilled professionals
to the city without
anything
Macro-level

28.
Approach: future residents
segmentation via personas and
lifetime scenarios analysis
Innopolis
Kazan
Perm
Novosibirsk
surgut
Moscow
vologda
Kaliningrad

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.
Personas
Ideal
residents
True
companions
Willy-nilly
residents
VisitorsEmployeesStudents Service
staff

31.
Willy-nilly residents
Employees
Service staff
Ideal residents
True companions
Willy-nilly residents
Students
Employees
Service staff
Visitors
Service
staff

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.
Solution: Services for
visiting city and making
process of relocation easy
for each persona

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.
Challenge: how to develop
infrastructure and services
in the city without enough
residents
Mid-level

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.
Approach: demand
analysis and product-
market fit
Solution: “cloud”
infrastructure
on-demand

38.
Concierge
Service
unified interface
of interaction
functional silos
demolition
revealing actual
needs and gathering
feedback

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.
Challenge: create day-to-
day experience in a wide
range of touchpoints, that
exceeds expectations
Micro-level

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.
Solution: “Palms” project
for contactless payment
in canteen, that is
delivered by Sberbank,
the biggest bank in
Eastern and Central
Europe (70M clients)

43.
project “Palms”

44.
What is an urban
experience?

45.
Holistic perception of
personal interaction
with urban environment,
people and services, both
physically and digitally

46.
Urban Experience
Design Approach
touch
point
hub
data datadata
Journey
Analysis
Journey
Analysis
Fractal
citizen
journey
urban analytics
segmentonesegmenttwo

47.
4 layers of urban
experience
information and data
Services
Physical realm
Social interactions

48.
Fractal citizen journey
macro
Stage 1 Stage 2 Stage 3
mid
micro

49.
Touchpoint hub

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.
Journey Analysis
KPIs
use case
business case
impact analysis

52.
Urban experience design
aims to transform the city
for anyone to the city for
everyone