Three service designers - Jonas Piet, Mylene Jonker, and Vincenzo Di Maria - became social innovators through their project called Gioconomics. Gioconomics used service design to engage youth in Naples, Italy through cultural productions and workshops. The project faced challenges working with an organization that did not understand service design and operating in a complex social context. However, it achieved cultural changes by having participants experience future roles, crafting deliverables to build trust, and using visual tools to communicate co-production.

1. Service Design for
Social Innovation
Jonas Piet - Mylene Jonker - Vincenzo Di Maria
#SDNC12 Service Design for Social Innovation

2. The unusual story of three young service designers becoming social innovators
Jonas Piet
[Rotterdam]
design & research Mylene Jonker
[Amsterdam]
social entrepreneur
Engine & Participle social communication
Homeless SMS Vincenzo Di Maria
design management [Lisbon]
likes open air cinema product design
NGOs experience service design training
is a young mum Central Saint Martins
Design Against Crime
commonground
go back to Sicily
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3. The unusual story of...
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4. Naples is a beautiful and unique place, but is also the symbol of failure for all institutions
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5. San Giovanni a Teduccio, South East suburbs of Naples - NEStT venue
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6. An international Social Innovation competition supported by the European Commission
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7. Euclid Network: third sector leaders, local institutions, international innovators
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8. A different kind of project
• working with an organisation that did not choose us and
that does not understand the concept of service design
• operating within a complex social context and with
people often resistant to change
• shifting from design consultants to business partner
(co-design, shared ownership)
• limited resources and logistic challenges resulted into
huge personal investment
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9. Gioconomics is a people-centred collaborative project: by people, for people, with people
Euclid
Jonas Piet Network
[Rotterdam] [London]
Mylene
Gioco,
Jonker Immagine e Unicredit
[Amsterdam] Parole Foundation
[Milan]
[Naples]
Vincenzo Partners &
Di Maria Stakeholders
[Lisbon] [Naples]
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10. Gioconomics is made out of people with different skills, ambitions and personal agendas
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11. Social theatre and other cultural productions to engage with the local youth community
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12. Is Service Design up for it?
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13. Using service design to achieve different outcomes - Imagination Lancaster
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14. Collaborative planning, implementation and logistic challenges
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15. Facilitating the creative process and co-creation - understand expectations
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16. Generating, building and voting for the best ideas - define strategy
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17. The initial idea: co-production approach and increase engagement
From an ‘artisan-way’ To a ‘Wiki-way’
of co-production
In 3 stages:
1. Open Up 2. Up Sell 3. Scale Up
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18. The international design team: agents of change, cross-pollinating and innovating
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19. Where did change happen?
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20. Project timeline and iterative process: key cultural changes
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21. Mapping audience and stakeholders of the organisation - discovery phase
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22. Understanding value exchange: pitching the organisation to different stakeholders
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23. Agree on language, translation, communication, avoid jargon, reach new stakeholders
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24. Challenging our initial assumption, defining building blocks of project management
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25. Building operational tools, designing backstage operations and frontline interactions
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26. The challenge of culture transformation and mindset shift... business model workshop
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27. Getting the Theatre Lab involved at Gioconomics’ Open Evening
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28. Feedback on the project plan from potential candidates for the Advisory Team
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29. Document, visualise, structure project narrative, communicate and share learning
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30. small project BIG learning
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31. #1
experiencing change
makes change happen
acting out future roles and scenarios helps building
confidence and identify what needs to change
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32. #2
recognise and craft
by-products generated
during the process
deliver specific outputs that can be immediately used
building trust into the process
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33. #3
co-production needs
visual planning tools
to communicate and open-up the project to others and
organise their contributions
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34. #4
partnership beyond
collaboration
from co-design activities to joint design team
to ensure trust and co-ownership
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35. #5
not everything can change...
small organisational changes can resonate
at system level: start small, think big, try different things
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36. Social innovative projects require BIG heart to match your BIG ideas
service design for social innovation:
innovating within traditions
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37. Thank You
Jonas Piet www.gioconomics.org
Mylene Jonker gioconomics@gmail.com
Vincenzo Di Maria @gioconomics
#SDNC12 Service Design for Social Innovation