Featuring Pooptopia LBS

3. locative media games design service design
Aram Saroyan Armstrong
Service Design as Entertainment as
Entertainment Service Design
Presentation at Interaction-Ivrea in Milano
Thesis Review, February 21st, 2006
advisors:
Jan-Christoph Zoels & Simona Maschi

4. Timeline
5 Case Studies
January 2005 - June 2006
Timeline of Case Studies

5. Primary Track
Service Design as Entertainment
{SD:E}
What can service design learn from entertainment?
Using the qualities of entertainment such as humor, narrative,
and play to make services more attractive, enjoyable experiences.
To demonstrate enjoyment of use is more important than ease
of use. Service as a cultural experience.
Case studies:
* Piedimonsterz
* Pooptopia

6. Secondary Track
Entertainment as Service Design
{E:SD}
How can service design save the entertainers?
Exploring new economic models for locative and pervasive
gaming. Designing games as services rather than boxes of
software, and forging partnerships with commercial
stakeholders instead of traditional in-game advertising.
Case studies:
* Rumble of the Future (proposal)
* Urban Brand Warfare (workshop)
* Gladiator Daycare (proposal)

7. Case Study 1 (SD:E)
Piedimonsterz
Service Design Project
Piedimonsterz with Alejandro Zamudio
Virtual pet pedometers using play and narrative to
motivate exercise. Progress tracked through monster blog
and parental report. Staged in partnership with
McDonald’s.
Next Steps: Submit IDC Paper and build a mobile-friendly version in
time for Salone.

8. Case Study 2 (E:SD)
Rumble of the Future
Proposal to the Art Center Nabi
Rumble of the Future: A Myungdong Ghost Story
Narratives embedded in the urban environment
experienced through mobile phones. Transactions with
local business woven into the fabric of the story.
Status: On simmer. Possibly a ‘Romani a Milano’ version brewing
built on the M.U.L.E. platform to commoditize Gypsy Stories.

9. Case Study 3 (E:SD)
Urban Brand Warfare
Applied Dreams Workshop for France Telecom
Urban Brand Warfare with Chia-Ying Lee
A game for shoppers when they are not shopping. Massive
multiplayer urban game played on the mobile cell network
inspired by tribalism and graffiti.
Status: Paused. NDA expires in June.

10. Case Study 4 (E:SD)
Gladiator Daycare
Thesis Exploration
Gladiator Daycare: Adventures in RFID Retail
Taking lessons from Paco Underwood’s Call of the Mall, it’s
a game for mall-rats, bored hubbies, and tag-a-long kids
which takes RFID tags in the retail environment and uses
them as in-game tokens.
Status: Holding. No malls to call upon. Put in pocket for a rainy day.

11. Case Study 5 (SD:E)
Pooptopia LBS
Thesis Exploration
Pooptopia LBS: Mobile Poop Awareness & Avoidance System
Pooptopia LBS is a pet waste removal service for city
neighborhoods with the values of humor, narrative, and
play. It utilizes location-based technology to locate,
monitor, and respond to problem areas. The service
incorporates stakeholder action into the solution by
empowering dog owners, poo-haters, and poo-hunters
to easily mark the location of pet waste for pick-up by the
Pooptopia service and city sanitation workers.

12. #1 in the #2 Business
Welcome to Pooptopia!
Pun Warning!
In this business everyone’s got a sense of humor and it
ranges from cute to coarse. Petbutler “#1 in the #2
business” hopes to have 100 franchises by June 2010.
Entremanure, DoodyCalls, Wholly Krap K-9 Waste
Removal Service, Stinkies, We’ll Doo!, Dog-Gone Doo-
Doo, Double Doodie, the Poop Police and the Poop
Eliminator, the list goes on...
...Where does Pooptopia fit it?

13. Unique Value Offering
Welcome to Pooptopia!
Feel the Pooptopia Difference!
Pooptopia LBS is much more than a super smart, fun and
high-tech poop scooping service. It’s a lifestyle.
We serve the people, not just wealthy dog owners. We
encourage good citizenship and are helping people to
reclaim their streets in a playful and positive way.
We’re exceptionally suited for operating in the urban
environment and are committed to improving city
neighborhoods.

14. Pooptopia LBS
Via Watt Lab
Why Poop?
Poop is very natural. Poop is also kind of funny and gross.
Poop is a big problem in Milan in certain areas, but not in
others. I am curious as to why this is true. Via Watt is the
perfect laboratory to investigate the problem because Via
Watt is a “Pooptopia.”

15. Pooptopias vs Puptopias
Pooptopia LBS

16. Investigation 1
Pooptopian Sighting

17. Investigation 1
One day on Via Watt

18. Investigation 1
Pootagging

19. Investigation 1
The Heart of Pooptopia

20. Original Poogilante
Signore Piero di Blasi

21. Investigation 2
The Context

22. Investigation 2
Meet the Puptopians
piadina, age 6

23. Investigation 2
MPAAS Survey
Interviews: The story of a woman on a bicycle.
profile
6 dog owners (5 women, 1 man)
Mid 20s to Early 50s.
All had mobile phones and use SMS
Walk dog 4-5 times a day.
feedback
1 euro a day seemed reasonable.
Scooping is a personal responsibility.
Strong community among dog owners.

24. Investigation 3
A Walk with Leo

25. Investigation 2
From Puptopia to Pooptopia

26. Investigation 2
Entering Pooptopia

27. Investigation 2
Learnings

28. Investigation 2
Learnings
Big Parks Good.
Small Parks Bad.
In general, big parks foster strong
communities, while small parks
become dumping
grounds.

29. Investigation 2
Learnings
Dogs are Social
Big Parks Good.
Small or Puptopians - need
Parks Bad.
All dogs owners - be they
Pooptopians
something to talk about.
In general, big parks foster strong
communities,of wisdom served
Pithy words while small parks
become dumping
daily.
grounds.

30. Investigation 3
Meet the Poonies

31. Investigation 3
Yula’s Poolog

32. Map of the Service
Pooptopia LBS
data input
dog lead
dogs dog owners
pick-up
Pooptopia! membership
LBS
pootectors
poocard
website
WWW
pedestrians the city
pooptopia.com

33. Shared Touchpoint
Pooptopia Website

34. Poonie Touchpoint
Horsefly Mobile
Poonie Rewards
Pootagging is a public service and is rewarded with Poonie
Pooints which can be redeemed through the Pootopia
Website for purchasing content for your mobile phone like
new animations, games, ringtones, and themes.
“Old Poo” is worth 1 pooint.
“New Poo” is worth 5 pooints.
Top Poonies receive bonuses.

35. Poonie Touchpoint
The Long Tale of Pooptopia

36. Puptopian Touchpoint
Premium Subscriber and Friend

37. Puptopian Touchpoint
GPS-enabled Dog Lead

38. Puptopian Touchpoint
1-Click Pootag

39. Premium Subscriber
Express Pick-up by Pootectors

40. Standard Subscriber
Pick-up by Poombas
+

41. Non-Subscriber Pick-up
Segway SHT for Sanitation Workers

42. Shared Touchpoint
Passive vs. Active Poodar

43. Business Model
Pooptopia LBS
Service Offerings for Dog Owners
Puptopian Membership
€90/month for Premium Subscriber
- Express Pick-up by Service
- Subsidized GPS-enabled Pootag Lead
- Free Active Poodar Usage
- M.O.T.D from the Prophet of Puptopia
Pooptopian Membership
€30/month for Standard Subscriber
- Automated Pick-up by Service
- Limited Active Poodar Usage

44. Business Model
Pooptopia LBS
Service Offerings for the Public
Poogilante Membership
Free for Non-Subscriber
- Pick-up by City
- Free Website Account
- Free Pootags
- Free Passive Poodar
Poonie Membership
Free for Non-Subscriber
- Pick-up by City
- Free Website Account
- Free Pootags
- Free Passive Poodar

45. Service Values
Pooptopia LBS
Possible Ramifications of Pooptopia?
on the Commons...
on transparency in City Government...
on fostering Citizenship in children...
on Health and Safety...
and Real Estate Value.
Engagement through lightness, humor, narrative and play.

46. The Alpha and the Omega
Next Steps
GPS-enabled Dog Lead
- powered by Arduino with GPS-module
- Integration with Google Maps API
The Chronicles of Pooptopia
- Final Character Designs
- Story Development
- Coordinating Production
Websites
- www.pooptopia.com
- www.piedimonsterz.com
Piedimonsterz Mobile Game
- Bluetooth Keyboard Hack
- Single Player Miniaturized

47. www.thefarwest.net
Thank You