The document discusses service design for active aging. It begins by providing demographic data showing that populations are aging globally, with people living longer. It then discusses some key aspects of service design thinking for aging populations, including user-centered design approaches like personas, scenarios, and journeys to understand older adults' needs and design services accordingly. Iterative processes are important to continually refine solutions. The document also mentions some specific tools and approaches used in service design like value propositions, stakeholder maps, and storyboards. Overall it focuses on how service design can help create useful services that support active and healthy aging.

1. Service design for active ageing
Dario Betti
Innovando 2015

2. WIN-WIN PARTNERSHIP
2
Image by jonel hanopol via Flickr
Ageing

3. 18.0
19.4
16.3
8.5
19.7
21.2
17.9
20.9
22.5
19.0
-
5
10
15
20
25
Life
Expectancy
UNECE 65
female male
Expectancy
UNECE 80
years
2010-15 2030-35 2045-50
Source: United Nations Department of Economic and Social Affairs, , own calculations
Life expectancy

4. Paesi 1990 1995 2000 2005 2010 2011 2012 Differenza
2012-1990
Differenza
2012-2000
Austria 15,1 15,1 15,5 16,1 17,8 18,1 18,2 3,1 2,8
Belgio 15,1 16,0 16,9 17,3 17,2 17,4 17,6 2,6 0,7
Danimarca 15,6 15,3 14,9 15,1 16,7 17,1 17,5 1,9 2,6
Finlandia 13,4 14,2 14,9 15,9 17,1 17,7 18,3 4,9 3,4
Francia 14,1 15,2 16,0 16,4 16,8 17,1 17,5 3,3 1,4
Germania 15,0 15,4 16,3 18,9 20,8 21,0 21,1 6,1 4,8
Grecia 13,7 15,3 16,8 18,6 19,0 19,2 19,4 5,7 2,6
Irlanda 11,4 11,5 11,2 11,1 11,3 11,5 11,8 0,4 0,5
Italia 14,9 16,7 18,3 19,6 20,3 20,5 20,8 5,9 2,6
Lussemburgo 13,4 13,9 14,1 14,4 14,0 14,0 14,1 0,7 0,0
Olanda 12,8 13,2 13,6 14,0 15,4 15,9 16,4 3,7 2,9
Portogallo 13,6 15,0 16,2 17,1 18,0 18,2 18,5 4,9 2,3
Spagna 13,7 15,4 16,9 16,8 17,1 17,3 17,5 3,8 0,6
Svezia 17,8 17,5 17,3 17,3 18,2 18,5 18,9 1,1 1,6
UK 15,7 15,8 15,8 16,0 16,6 16,9 17,2 1,5 1,4
Norvegia 16,3 15,9 15,2 14,7 15,0 15,2 15,5 –0,8 0,3
Svizzera 14,6 14,7 15,3 15,8 16,9 17,2 17,4 2,9 2,1
Repubblica Ceca 12,7 13,2 13,8 14,1 15,4 15,8 16,2 3,5 2,4
Repubblica Slovacca 10,3 10,8 11,4 11,7 12,3 12,5 12,7 2,4 1,3
Polonia 10,1 11,1 12,3 13,3 13,5 13,7 14,0 3,9 1,8
Ungheria 13,5 14,3 15,1 15,7 16,7 16,9 17,0 3,5 1,9
U.S.A. 12,5 12,6 12,4 12,3 13,1 13,3 13,6 1,2 1,3
Canada 11,2 11,9 12,5 13,1 14,2 14,5 14,8 3,6 2,3
Brasile 4,5 5,0 5,5 6,2 6,9 7,1 7,3 2,8 1,8
Russia 10,2 12,1 12,4 13,8 13,1 13,0 13,0 2,7 0,5
India 3,9 4,1 4,4 4,7 5,1 5,1 5,2 1,3 0,8
Cina 5,8 6,2 6,9 7,7 8,4 8,5 8,7 2,9 1,8
Fonte: elaborazioni su dati WHO 2014Source: CERGAS - Università Bocconi, Rapporto OASI 2014
Percentage > 65

5. 73.8%
26.1%
0.1%
2013
65.4%
34.4%
0.4%
2050
share of population aged
65+ that is aged 65-79
share of population aged
65+ that is aged 80-99
share of population aged
65+ that is aged 100+
Source: United Nations Department of Economic and Social Affairs, , own calculations
Age structure > 65

6. Ageing@home
Photo by Chalmers Butterfield via Wikimedia

7. Ageing healthy
Photo by Ignas Kukenys via Wikipedia

8. Ageing in network

9. The service age
Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
Service Design Thinking
Marc Stickdorn — fall 2012
Image by Marc Stickdorn via Slideshare

10. Core Service Values
Image by Andrew Polaine, Lavrans Løvlie and Ben Reason
Care
Response Access

11. Classic services

12. ICT for ageing well
Catalogue
of Projects
2014
Tele-services

13. A2E2 6
AGNES 7
ALADDIN 8
AMICA 9
BEDMOND 10
CAPMOUSE 11
CARE 12
CCE 13
DOMEO 14
eCAALYX 15
EMOTIONAAL 16
H@H 17
HAPPY AGEING 18
HELP 19
HERA 20
HMFM 21
HOPE 22
IS-ACTIVE 23
PAMAP 24
REMOTE 25
RGS 26
ROSETTA 27
SOFTCARE 28
3rD-LIFE 30
ALIAS 31
ALICE 32
AMCOSOP 33
AWARE 34
CO-LIVING 35
CVN 36
EASYREACH 37
ELDER-SPACES 38
ExCITE 39
E2C 40
FAMCONNECTOR 41
FOSIBLE 42
GO-MYLIFE 43
HELASCOL 44
HOMEDOTOLD 45
HOPES 46
JOIN-IN 47
M3W 48
NOBITS 49
OSTEOLINK 50
PAELIFE 51
PEERASSIST 52
SENIORCHANNEL 53
SENIORENGAGE 54
SI-SCREEN 55
SILVERGAME 56
SOMEDALL 57
TAO 58
TRAINUTRI 59
V2ME 60
WECARE 61
2PCS 63
AALUIS 64
ALFA 65
AMCO 66
BANK4ELDER 67
CARE@HOME 68
ELDERHOP 69
ENTRANCE 70
FEARLESS 71
FOOD 72
GOLDUI 73
HOST 74
INCLUSIONSOCIETY 75
LILY 76
MOBILESAGE 77
MYLIFE 78
NACODEAL 79
SAAPHO 80
SOCIALIZE 81
STIMULATE 82
VASSIST 83
WAYFIS 84
AIB 86
ALICE 87
ALMA 88
ASSAM 89
ASSISTANT 90
COM’ON 91
CONFIDENCE 92
DOSSY 93
E-MOSION 94
ESTOCKINGS 95
EXO-LEGS 96
GAMEUP 97
GUIDING LIGHT 98
HAPPY WALKER 99
IWALKACTIVE 100
ICITYFORALL 101
IMAGO 102
MOBECS 103
MOBILE.OLD 104
MYGUARDIAN 105
NAVMEM 106
SAFEMOVE 107
T&TNET 108
TMM 109
VIRGILIUS 110
ACCESS 112
AHEAD 113
BREATHE 114
CaMeLi 115
CARE4BALANCE 116
CARERSUPPORT 117
CHEFMYSELF 118
DALIA 119
DIET4ELDERS 120
ECH 121
EDLAH 122
ELF@HOME 123
GETVIVID 124
HELICOPTER 125
HEREIAM 126
ICARER 127
INSPIRATION 128
MEDIATE 129
MOTION 130
NITICS 131
PIA 132
RELAXEDCARE 133
SALIG++ 134
SONOPA 135
TOPIC 136
UNDERSTAID 137
VICTORYAHOME 138
WETAKECARE 139
YOUDO 140
ACTGO-GATE 142
ANIMATE 143
AXO-SUIT 144
CLOCKWORK 145
COGNIWIN 146
ELDERS-UP! 147
EXPACT 148
FIT4WORK 149
GIVE&TAKE 150
HEALTHY@WORK 151
IRONHAND 152
PEARL 153
PROME 154
REVOLUTION 155
SENIORLUDENS 156
SHIEC 157
SOPHIA 158
SPONSOR 159
STAYACTIVE 160
TRANS.SAFE 161
WELLBEING 162
NATIONAL
CONTACTS 163
CALL 1 5 CALL 2 29 CALL 3 62 CALL 4 85 CALL 5 111 CALL 6 141

15. CBA
MAR
ARI
SP2
SP1
SP3
MAR
Margherita
(cliente/sperime
SP1
Service Provider
A Innercicle
B Intercicle
C Outercicle
assiste e supp
attiva e coord
eroga servizio
The Suitcase way
CBA
MAR
ARI
SP2
SP1
SP3
MAR
Margherita
(cliente/sperimentatrice)
ARI
Arianna (account manager)
SP2
Service provider 2
SP1
Service Provider 1
SP3
Service Provider 3
A Innercicle
B Intercicle
C Outercicle
assiste e supporta in remoto (account management)
attiva e coordina
eroga servizio a domicilio

16. Iterative
Source: Botnia Living Lab

17. PROJECT GOALS RESEARCH GOALS
Project Phase 1
Understanding users’ needs
(Needs Discovery)
Project Phase 2
Create feasible and valuable solutions
(Service Design)
Research Question 1
Can PD enhance project phases’
results? How?
Research Question 2
Is the “designer” required to develop
negotiation skills?
Needs Discovery Service Design
1. Theoretical
methodology
(literature review and
field experts)
2. Participatory
methodology
(value co-creation)
3. Theoretical
methodology
(literature review
and field
experts)
4. Participatory
methodology
(value co-
creation)
Phase Results Phase Results
desk & field
Image by Giuseppe Scozzaro Unitn

18. Service design thinking is an iterative process.
DISCOVER DEFINE DEVELOP DELIVER
The Double diamond asService Design Thinking
Buzzword Bingo Service Design Thinking Service Design Tools
open & close
Source: British Design Council, The Double diamond

19. agile
Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking Image by Marc Stickdorn via Slideshare

20. Value proposition

21. Personas
Photo by Social Informatics-DISI Unitn

22. Scenarios
Photo by Social Informatics-DISI Unitn

23. “Older people look after young children so that those
same children will look after them in turn”
Images by FBK-i3
Modello di servizio - D2.1.2
Progetto: SUITCASE Confidenziale Documento creato il 2014-11-13 Versione 1.0
pagina 125 di 134
Storyboards
Image by FBK-i3

24. “Older people look after young children so that those
same children will look after them in turn”
Photo by a4gpa via Flickr
Affinity diagrams
Photo by FBK-i3

25. CBA
MAR
ARI
SP2
SP1
SP3
MAR
(cliente/sperimentatrice)
SP1
Service Provider 1
A Innercicle
B Intercicle
C Outercicle
assiste e supporta in remoto (
attiva e coordina
eroga servizio a domicilio
CBA
MAR
ARI
SP1
SP3
MAR
Margherita
(cliente/sperimentatrice)
ARI
Arianna (account manager)
SP2
Service provider
SP1
Service Provider 1
SP3
Service Provider 3
A Innercicle
B Intercicle
C Outercicle
assiste e supporta in remoto (account management)
attiva e coordina
eroga servizio a domicilio
Stakeholder maps

26. Journeys
GIO
Brochure descrittiva del servizio Primo contatto con account manager
Suitcase
Proposta di contratto (ovvero
partecipazione sperimentazione)
Chiamata di appuntamento
sopralluogo da account manager
Sopralluogo tecnico Chiamata appuntamento
installazione
Installaz
PAO
Website Suitcase Primo contatto con account manager
Suitcase
Proposta di contratto (ovvero
partecipazione sperimentazione)
Chiamata di aggiornamento da
account manager
MAR
Chiamata di appuntamento
sopralluogo da account manager
Sopralluogo tecnico Chiamata appuntamento
installazione
Installaz
STORYBOARD
Giovanna
GIO
DESCRIPTION
Giovanna
GIO
Tramite l’associazione culturale di cui fa parte,
Giovanna viene a conoscere la recente
disponibilità sul mercato dell'offerta di un
servizio di videochiamata che permette di
utilizzare la TV. Dall’associazione recupera la
brochure di presentazione che riporta anche il
numero verde da chiamare.
Giovanna decide di contattare il numero verde
di Suitcase per conoscere ulteriori
caratteristiche, costi e tempi di attivazione del
servizio.
Le risponde Arianna, un'account manager
Suitcase. Ascoltata la richiesta di Giovanna,
descrive i tratti salienti del servizio facendo
riferimento al documento informativo “Terms
and Conditions”.
Giovanna conferma l'interesse per il servizio e
Arianna concorda di inviarle per posta la
proposta di contratto (ovvero partecipazione
alla sperimentazione).
E' il documento cartaceo (inviato per posta)
che riporta "Terms & Condition" del servizio
(ovvero della sperimentazione), con
indicazioni degli SLA, nonché le informazioni
relative al trattamento dei dati (privacy). Il
cliente (ovvero sperimentatore) è tenuto a
restituirlo firmato.
Dopo che il contratto è stato correttamente
ricevuto, Arianna, diventata account manager
titolare di Giovanna, la chiama per fissare
l'appuntamento per il sopralluogo.
Un operatore del team "Tecnici" si presenta a
casa per verificare i vincoli tecnici per
l’installazione e di raccogliere i dati utili al
servizio. Nella stessa occasione compila con lo
sperimentatore/cliente il modulo che raccoglie
i dati relativi a beneficiario, abitazione e
rubrica, nonché quelli specifici del servizio (in
questo caso il nome dell'account skype già
attivo di Giovanna e i nomi dei contatti skype
già disponibili che si desidera avere anche
sulla TV/smartbox).
Arianna richiama nuovamente Giovanna per
confermarle che è possibile procedere con
l'installazione e per fissare il relativo
appuntamento.
Preferibilme
reca di nuov
smartbox co
raccolti nel
anche ad un
servizio.
DRAMATIC ARC
Giovanna
GIO
Customer journeys

27. The 5 principles

28. 1. User centred
Image by Marc Stickdorn via Slideshare

29. 2. Co-creative
Image by Marc Stickdorn via Slideshare

30. 3. Sequencing
Image by Marc Stickdorn via Slideshare

31. 4. Evidencing
Image by Marc Stickdorn via Slideshare

32. Image by Marc Stickdorn via Slideshare
5. Holistic

33. Thesis #1: from a
deterministic approach
“... although gerontechnology has contributed to the study of technologies for
older people... it takes on a very deterministic view of technologies and their
relationship with the users. His perspective limits its gaze to the reaction that
people have regarding a given technological tool.” [Cozza, 2015]

34. ... to a sociotechnical one
Toward an analytical shifting from a functional view of technology to a
sociotechnical one that considers user and technology as two related entities.

35. Thesis #2: from object to subject
it is not uncommon for the elderly to be assigned to the role of object rather
than subject: the elderly become the objects of other people’s preconceptions
(first of all, those of the designers and developers) about their needs and
capabilities. Photo by Ian MacKenzie

36. Reciprocity
“Older people look after young children so that those
same children will look after them in turn”
Photo by a4gpa via Flickr

37. Reciprocity
Older people, irrespective of their evident
sometimes physical and mental decline, can view
the family assistance as an assault on their dignity
and moral worth [Lindley, Harper, Abigail 2008]. Photo by Sprok via Wikimedia

38. Simmetry
“Older people might feel more engaged with the world at large and their families
if they have a more equal and engaged role in communication with those they
care about” Photo by Administration on Aging via Flickr

39. “Many older people delight in asymmetry. For example, they are happy to learn
about, watch and monitor their younger relations, but do not delight in those
younger relations looking at them.” [Lindley, Harper, Abigail 2008] Photo by Sprok via Wikimedia
Simmetry

40. Thesis #3: toward the
generative welfare
The key challenge is therefore to evolve the conception of the elderly from an
"monitored object" to an “active subject” that technology can enable to keep on
contributing to family and community life, sharing responsibilities with children
and peers.

41. Thesis #4: isn’t all
about health
“... the needs of older people are not just health related. 68% of older people rate
their health as good or very good. The majority of older people have needs that
cannot be simply classified as medical. Technology for health and wellbeing for
the elderly also needs to address broader issues such as social connectedness".

42. GRAZIE!
dario.betti@gpi.it
@dariobetti