Service Design Days 2017 - Case study Red Cross (frog)

1. 1
DESIGNING A LIFE-CHANGING
SERVICE, LED BY LOCAL
COMMUNITIES
Craig Cicero, Chiara Diana
C A S E S T U DY | S E R V I C E D E S I G N D AYS

2. 2
OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
A G E N D A
1. Introduction
2.Case Study Walkthrough
3. Lessons Learned
4.Q&A/DIscussion

3. We advance the human experience.
A B O U T F R O G
3
OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY

4. 4
A B O U T F R O G
4

5. Shifting scale to deliver Impact.
5
OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY

6. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
I N T R O D U C T I O N
97 million volunteers around the world
1,9 billiondollars revenue 2016
4,6 Million peoplehelped
in response to disasters 2016
Present in 180 countries

7. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
I N T R O D U C T I O N
THE RED CROSS IS
INCREASING INVESTMENT
IN RISK REDUCTION
%
increase in investment
77
R E S I L I E N C E
Helping communities
mitigate risk of disaster
and be prepared to
respond to crisis
T E C H N O L O G Y
Nanotechnology, 3d
printing, sensing,
internet of things, drones
—how can they help scale
resilience interventions

8. Challenges for Humanitarian NGOs
CONTEXT

9. I L L E G A L C O N N E C T I O N
H I G H D E N S I T Y
I N F O R M A L S T R U C T U R E S
N A R R O W PAT H S
L A C K O F S E R V I C E S
R I S K Z O N E S
P E O P L E
M I L L I O N

10. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
WHAT IF WE COULD DISTRIBUTE CHEAP FIRE SENSORS TO DECREASE
THE INCIDENCE AND TRAGIC CONSEQUENCES OF FIRE EPISODES?
T H E H Y P O T H E S I S

11. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
O U R C H A L L E N G E
H C D M K T
APPLY A HUMAN-CENTERED
DESIGN APPROACH
TOWARDS DISTRIBUTING,
INSTALLING AND TESTING
FIRE SENSORS AT THE
COMMUNITY LEVEL.
RESEARCH MARKET
FORCES AND LOCAL
ECONOMICS TO IDENTIFY A
BUSINESS STRATEGY THAT
WOULD IMPROVE
SUSTAINABILITY.

12. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
C K P R A H L A H A D
BASE OF THE PYRAMID
BUSINESS MODELS
L O W C O S T-
H I G H
V O L U M E
B U S I N E S S
M O D E L
I N N O VAT I O N
“4-5 billion people at the
bottom of the pyramid
represent a 13 trillion
dollar opportunity”
(2004)

13. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
ETHNOGRAPHIC THINKING
STRATEGIC THINKING
LEARNING DESIGNING TESTING
1 2 3
5-10 30-60 60+
TECH IDEA
Product-ServiceSystem DevelopmentCycle
FROM IDEAS TO SOLUTIONS
PSS SOLUTIONPROBLEM

14. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
CASE STUDY
OUTLINE
S P R I N T T H R E E R E P O R T R E D C R O S S F I R E S E N S O R S F O R S A F E R U R B A N C O M M U N I T I E S
OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY

15. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
Ethnographic/StrategicThinking
LEARNING
FROM THE
COMMUNITY
01
IN-DEPTH INTERVIEW
Understand mental models and assess
the service value proposition.
RISK PERCEPTION GAME DIARY STUDY
STAKEHOLDER WKSHP

16. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
Ethnographic/StrategicThinking
DESIGNING
WITH THE
COMMUNITY
02
PRODUCT FUTURE ADVERTISING
Ideate around service touchpoints,
experience journey and processes.
The messages often referred to the
idea of a common choice, a sense
of pride of becoming advocates for
a better quality of life in their area.
• Business-to-community model
• Fire sensors as safety solution
• Community leaders as main ambassadors
• System maintained by the communities
ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS
EXPERIENCE MAPPING

17. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
Ethnographic/StrategicThinking
TESTING
WITH THE
COMMUNITY
Prototype the service solution and
refine the business plan.
A few seconds after the alarm
started ringing the detection role
was already over, the critical point
was how to handle the response.
• Need of a strong leader in the role of the
community fire warden
• List of skills necessary in the franchised
service model and initial training
ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS
03
PREPARATION
DEBRIEF
ROLE PLAYING

18. OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY
Ethnographic/StrategicThinking
FOR MORE
INFORMATION
The case study has been detailed in a paper in the EPIC journal
published in 2016. A link to the paper can be found here:
http://onlinelibrary.wiley.com/doi/
10.1111/1559-8918.2016.01090/epdf
03