This document discusses service design for promoting active aging in Rio de Janeiro, Brazil. It begins with background on aging trends in Brazil and how Rio de Janeiro has the highest percentage of elderly residents. It then covers concepts of active aging, design for social innovation, and service design. Students developed service concepts focused on themes like work, leisure and transportation. Two existing services are highlighted - Golden Age, an online platform connecting older workers with companies, and Maturijobs, a similar startup validated in 2015. The document concludes that these services demonstrate a need for innovative aging models and promote social innovation by facilitating new connections between actors.

1. Service Design for Social Innovation
promotion of active aging in Rio de Janeiro
Carla Cipolla,
Maíra Prestes Joly,
Beatriz Watanabe,
Fernanda Zanela, Márcia Tavares
Rio de Janeiro
Federal University
COPPE
Rio
DESIS

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Framework 1
Aging in Brazil and new demands

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Where: Aging in Brazil
The combination of the sharp reduction in fertility and
mortality levels generated changes in the age pro9ile of the
population, especially in the mid 80.
Also in relation to mortality, the average Brazilian life, which
in 1940 even reached 50 years of age, broke through the
border 70 years by the year 2000.
Brazil, a typical young country so far, it is among the ones that
are mostly aging in the world.

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Where: Aging in Brazil
Brazil
In 2025, the country will be the sixth in the world in number
of older people (World Health Organization - 2005)
Rio de Janeiro
The state with the highest percentage of elderly population
in Brazil. One in seven people has more than 60 years old
(Pnad, 2009)

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Where: Aging in Brazil
Elderly in Brazil still carry the weight of the negative
stereotype of what it is to be old: useless, ill, incompetent,
unproductive and dependent.
These stereotypes can lead to a rejection of the elders and
social marginalization.
Lack of (innovative) services for this segment.

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Framework 2
Design perspectives

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Focus 1/
Design for Social Innovation
Focus 2/
Service Design

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Design for Social innovation
Design for social innovation is whatever design can do to
start, boost, support, strengthen, and replicate social
innovation. (Manzini, 2014, p. 65)

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Social innovation
Cajaiba-Santana (2014, p. 44) states that “social
innovation has been frequently presented as a normative
instrument used to resolve social problems through the
creation of new services and new products” and
underlines that
“the path of social innovation is not a social problem to
be solved, but the social change it brings about.”

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Services can be understood as based on new
relations among actors to foster social change
• services can improve innovative capacities of people
by thinking of new forms of social interactions,
partnerships and value co-creation.
• create new operating models based on actors and
their interrelations
Service Design (for Social innovation)

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already being prototyped in real life. (Cipolla & , 2012; Joly &
Cipolla , 2013; Joly, Cipolla Cipolla, 2013; Joly, & Cipolla Manzini & , 2014) Manzini, 2014)
• Generate new social innovation
Generating social innovation processes, where new connections
among actors are enabled, in order to generate social and/or
economic bene9its to create alternative production and consumption
systems. (Joly, 2015). systems. (Joly, 2015).
innovation

12. Contact
personnel
Customer
Ef9iciency x satisfaction (customer) and Ef9iciency x autonomy (contact personnel)
Service encounter (1)
Service delivery process
A key issue was always how to manage interpersonal encounters

13. emerging service models
Speci9ic interaction patterns in terms of relations
and collaborations
Service encounter (2)

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Proposal (DESIS Lab in Rio):
promoting social change by design to
improve aging conditions in Brazil
How:
designing new service models to
promote active aging

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What: Active Aging
“Process of optimizing opportunities for health,
participation and security, in order to improve the quality
of life as people get older.” (World Health Organization,
2005, p. 13-18)

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What: Active Aging (4 pillars)
There are four fundamental principles related to this
concept (OMS, 2002 apud Kalache, 2013, p. 34-37):
Health
consists in creating health support environments and
encouraging healthier individual choices. The goal is to
promote well-being during the whole life cycle of a person
and also to maintain the elders above the disability threshold
(to keep them living independently);

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What: Active Aging (4 pillars)
There are four fundamental principles related to this
concept (OMS, 2002 apud Kalache, 2013, p. 34-37):
Lifelong Learning
works as a support to the participation principle. It aims to
maintain the elders actively participative and connected to
the society, maintaining abilities and knowledge. Not only it
refers to academic learning or formal training, but also it
includes any form of learning - ranging from daily and simple
activities to more complex ones;

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What: Active Aging (4 pillars)
There are four fundamental principles related to this
concept (OMS, 2002 apud Kalache, 2013, p. 34-37):
Participation
it is based on pursuing opportunities, efforts and stimulus to
remain active in society. The goal is to provide a gratifying
transition to a new age stage and social life;

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What: Active Aging (4 pillars)
There are four fundamental principles related to this
concept (OMS, 2002 apud Kalache, 2013, p. 34-37):
Security
it is about trust and protection in so far as people get older. It
seeks to maintain dignity and care providing, steady housing,
good-quality health, protection against damage and 9inancial
security (specially for vulnerable people due to sickness or
disability).

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Design exploration:
to create visions/ideas on
services for active aging in Rio

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Methodology
• Design exploration with students
• develop services able to promote the principles of the
active aging in Rio de Janeiro
• focused on the following themes: health, leisure, work,
communication, housing, transportation and food.
Process followed three phases:
Theoretical phase: presentation of concepts and tools of
Service Design, social innovation and active aging;
Design exploration;
Final presentation and discussion with external actors.

22. Issue: Job gap
Aim: online platform to connect older people and companies
Offer: headhunter service for (re)discovering elderly talents and
a coaching service for the elderly (re)entering the market
BeneVits: economical gains, expected increase of con9idence and
respect for seniors.
Designed by Pressfoto -
Service Golden Age
Result (2011)

23. Brazilian startup, opened since 2015
Aim: online platform to connect older people (+50) and companies
Offer: crossing business demands and skills from the elderly
BeneVits: economical gains, active participation in their local
economy and community life
Maturijobs service
Validation (2015)

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Conclusions

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Conclusion (1)
The balance between a changing age pro9ile and its
consequently emergent demands create design
opportunities;
The university acts as a driving force for social
innovation, enabling students to design products,
services and policies that contribute to promote active
aging;
The Golden Age service expands access of older workers
to signi9icant professional occupations.

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Conclusion (2)
Maturijobs reinforces the possibility of engaging society,
companies and the government to a new societal pattern
where seniors can still actively collaborate;
Golden Age and Maturijobs demonstrated that demands
for innovative services models exist;
Both services promote social innovation, because they
facilitate new connections among actors, based on their
qualities as social resources, creating solutions to the
social challenge of an aging society.

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Next steps (an ongoing project)

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New relations between
guests and hosts (older
people) to foster active
aging in Rio de Janeiro
Rio Vivido project

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Thank you!
Questions?
Carla Cipolla – cipolla@pep.ufrj.br
Maíra Prestes Joly – magprestes@fe.up.pt

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