![ABSTRACT ENGLISH
With a highly competitive market in the race for innovation which shifts from manufacturing to the provision of
information and services, the need to find business alternatives as well as solutions to build a more sustainable soci-
ety has increased. In this context, design has expanded its domain to fit the challenge. Product-service system design
[PSSD] provides combined systems of products and services to deliver user functionality in a way that reduces the
impact on the environment. Acknowledging the value of PSSD, this thesis aims to build tools to spread this win-
win approach which reveals a growing international interest.
In order to reach this objective, a community-centered project was carried out, focusing on the Product-Service
Designers from Politecnico di Milano, as lead users and ambassadors of the approach to spread its scope. This
group is characterized by a high selection of talents, internationality and multidisciplinarity to approach complex
problems. However, as professionals of a new discipline which is shaped as it grows, they encounter challenges along
their journey to apply the PSSD skills. From the students’ perspective, there are gaps that could be better supported.
From the market’s perspective, there is lack of information about the profession and a cultural change is necessary
to move to Product-Service System thinking. PSS designers try to adapt in a competitive market to the available
opportunities offered, facing many difficulties.
From this scenario, this thesis seeks answers to the following question: how might we empower Product-Service
System designers along their pre and professional experience to build new opportunities? An ethnographic
participative research contrasted with available literature and an analysis of current trends, allowed us to identify
insights and opportunities to create a solution that balances group and individuals’ needs, desires and relationships.
Additionally, the trends on how people link, communicate and network show us that social capital becomes crucial
and the need to move to alternative dedicated solutions that enhance entrepreneur behaviours and tangible connec-
tion for open collaboration. Adding the analysis of similar designers’ communities to learn about good practices,
The Flock, a proposal of a service system was drawn to address the question. The Flock is a hub that connects and
represents Product-Service System Design Thinkers to promote the profession & professionals, creating opportuni-
ties to share, get feedback, co-work and collaborate with firms & organizations. It has two main touchpoints: an
online platform and an event for work collaboration, each one with supporting products and services to enhance
the community’s activities. The Flock offers several strategies, which were successfully prototyped, to give a voice
to the members and to build new opportunities for professional development, opening the doors to flood the PSS
approach locally and globally.
2 ABSTRACT ENGLISH](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-3-320.jpg)
![ABSTRACT ITALIAN
Con un mercato altamente competitivo in gara per l’innovazione che si sposta dalla produzione di beni alla for-
nitura di informazioni e servizi, la necessità di trovare alternative di business così come le soluzioni per costruire
una società più sostenibile è aumentata. In questo quadro, il design ha ampliato il proprio dominio per adattarsi alla
sfida. Product-service Sistem Desgin [PSSD] fornisce sistemi combinati di prodotti e servizi per fornire funzionalità
agli utenti in modo da ridurre l’impatto sull’ambiente. Riconoscendo il valore del PSSD, questa tesi si propone di
costruire strumenti per diffondere questo approccio win-win che rivela un crescente interesse internazionale.
Per raggiungere quest’obiettivo, è stata effettuato un progetto centrato in una comunità, concentrandosi sui Prod-
uct-Service Designers del Politecnico di Milano, nel ruolo di utenti pionieri e ambasciatori del approccio per
diffondere la sua portata. Questo gruppo è caratterizzato da una selezione elevata di talenti, internazionalità e
multidisciplinarietà per affrontare problemi complessi. Tuttavia, essendo professionisti di una nuova disciplina che
prende forma nella misura in cui si sviluppa, incontrano difficoltà lungo il loro percorso per applicare le competenze
di PSSD. Dal punto di vista degli studenti, ci sono lacune che potrebbero essere supportate meglio. Dal punto di
vista del mercato, vi è una mancanza d’informazioni sulla professione ed è necessario un cambiamento culturale al
modo di pensare in termini di PSSD. Designers PSS cercano di adattare in un mercato competitivo alle opportunità
offerte, affrontando molte difficoltà.
Da questo scenario, questa tesi cerca risposte alla seguente domanda: come possiamo potenziare ai Designers di
PSS lungo la loro esperienza pre-professionale e professionale per costruire nuove opportunità? Una ricerca
etnografica partecipativa, insieme a un confronto con la letteratura disponibile e un’analisi di tendenze attuali, ci
ha permesso di identificare visioni e opportunità per creare una soluzione che bilanci bisogni collettivi e individu-
ali, desideri e rapporti. Inoltre, le attuali tendenze su come le persone collegano, comunicano e creano reti mostra
il divenir cruciale del capitale sociale e la necessità di passare a soluzioni alternative specifiche che promuovono i
comportamenti imprenditoriali e una connessione tangibile per una collaborazione aperta. Aggiungendo l’analisi
di simili comunità di Designers similari per imparare le buone pratiche, The Flock, una proposta di un sistema di
servizi è stata elaborata per affrontare la questione. The Flock è un hub che connette e rappresenta Product Ser-
vice System Design Thinkers per promuovere la professione e i professionisti del settore, creando opportunità per
condividere, ottenere feedback, co-operare e collaborare con le imprese e organizzazioni. Ha due punti di contatto
principali: una piattaforma online e un evento di collaborazione di lavoro, ognuno con il supporto di prodotti e
servizi per migliorare le attività della comunità. The Flock offre diverse strategie, che sono state prototipate con suc-
cesso, per fornire attrezzi e costruire nuove opportunità di sviluppo professionale per i membri, aprendo le porte a
propagare l’approccio PSS localmente e globalmente.
ABSTRACT ITALIAN 3](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-4-320.jpg)
![TABLE OF CONTENTS
INTRODUCTION 8
INTRODUCTION & METHODOLOGY 9
1 FROM PSS THEORY TO PSS DESIGNERS 11 2 FROM PSS STUDENTS TO PSSPROFESSIONALS 45 3 FROM SPREADING IN TO SPREADING OUT 77
1.1 INTRODUCTION to PSS DESIGN 12 2.1 THE [PSS]D JOB MARKET 46 3.1 LINK COMMUNICATE NETWORK 78
1.1.1 PSSD by the BOOK 14 2.1.1 PSSD MARKET ENTRANCE GATES 48 3.1.1 POLIMI PSSD SPREADING IN 80
1.1.2 FROM TANGIBLES TO INTANGIBLES 16 2.1.2 PSSD ENTRANCE GATE: COMPANIES 50 3.1.2 POLIMI PSSD SPREADING OUT 82
1.1.3 PSS DESIGN IS A 360 APPROACH 18 2.1.3 PSSD ENTRANCE GATE: GOVERNMENT 51 3.1.3 POLIMI PSSD COMMUNICATING PSSD 84
1.1.4 PSSD, AN APPROACH TO SUSTAINABILITY 20 2.1.4 PSSD ENTRANCE GATE: END-USERS 52 3.1.4 POLIMI PSSD LINKING 85
1.1.5 PSSD FOR GOVERNMENTS & PUBLIC SECTOR 22 2.1.5 PSSD ENTRANCE GATE: DESIGN STUDIOS 53 3.1.5 INSIGHTS: SWOT 87
1.1.6 PSSD, INNOVATION ENGINE FOR COMPANIES 24 2.1.6 PSSD MARKET IN ITALY 54 2.2 HOW DO OTHER DESIGNERS’ COMMUNITIES
1.1.7 PSSD METHODOLOGIES & TOOLS 26 2.2 POLIMI PSSD STUDENT’S JOURNEY 56 LINK, COMMUNICATE & NETWORK? 88
1.2 PSS DESIGNERS at POLITECNICO DI MILANO 28 2.2.1 THE MILLENIAL INQUIRER PROFILE 61 2.2.1 CASES AND TRENDS BOOKLET 89
1.2.1 PSSD by POLIMI PROFESSORS 29 2.2.2 PSSD PROFESSIONAL PROFILE 62 2.2.2 ON NETWORKS AND COMMUNITIES 90
1.2.2 PSSD at POLIMI 30 2.2.3 MAPPING POLIMI PSSDs 64 2.2.3 CASE STUDIES SUMMARY 92
1.2.3 PSS DESIGNERS at POLITECNICO DI MILANO 32 2.2.4 POLIMI PSSDs PLACEMENT 68 2.2.4 TRENDS SUMMARY 94
1.2.4 PSSD by POLIMI STUDENTS 34 2.3 OUTPUT & OPPORTUNITIES 70 2.3 CONCLUSIONS 96
1.2.5 PSSD by POLIMI STUDENTS’ PROJECTS 38 2.3.1 MAPPING & DIRECTORY 71
1.3 OUTPUT & OPPORTUNITIES 41 2.3.2 INSIGHTS: SWOT 76
1.3.1 MANIFESTO 42
1.3.2 INSIGHTS: SWOT 44
6 TABLE OF CONTENTS](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-7-320.jpg)
![INTRODUCTION
In the last 3 decades, the economic basis of western nations has changed dramatically However, as professionals of a new discipline which is being shaped as it grows, they
from manufacturing to the provision of information & services. Moreover, the highly encounter challenges during the study period and after, to apply the PSSD skills. Due to
competitive market races to find business alternatives to innovate. Adding the increased the newness of the approach, professionals need to adapt to the available opportunities
focus on sustainability to fight hiper-consupmtion and, on experiences to centre the that the market offers. Competition is tough in the design sector, in general, with more
solutions on people, design has expanded its domain to fit the challenge. Product-service students leaving design education than there are jobs to receive them. This work tries to
system design [PSSD] is a relatively new discipline born to give answer to this con- understand the difficulties that this group faces in relation to their professional identity
text, from the theory of Product-Service Systems [PSS] which combines in a system and activity, spotting insights for design innovation.
product(s) and service(s) to deliver user functionality in a way that reduces the impact From this scenario, this thesis wants to answer the following question: how might we
on the environment. Even if Product-Service Systems are not new to the world, its empower Product-Service System designers along their pre and professional experi-
interests grows with the need of more sustainable and responsible behaviours of com- ence to build new opportunities? To give answer to this quest, the thesis is divided in
panies, governments and users. The United Nations Environment Programme’s and four chapters organized in relation to the PSS designer journey. Starting from the users,
the recurrent academic research shows the valorisation of the concept as an opportunity it converges from the background theory to the people’s needs opening to macro analysis
for sustainable solutions. In addition, the “Millenial Generation” who fosters the new of trends and new literature based on the opportunities found. The participation of the
trends of collaborative consumption powered by new mechanisms for virtual and open addressed group crosses all phase of the project, in order to create a solution that strikes
collaboration gave a big push to propagate this strategy. a balance between complex system of needs, desires and relationships shared well as the
With this picture in mind and acknowledging the value of PSS as an option for unlink- single requests of each member. The first three chapters are the research. The methodol-
ing economic growth and environmental impact for companies, organizations and users, ogy is based on 3 connected lines of activities: a literature review and desk research, an
this thesis aims to build tools to spread this win-win approach. ethnographic research spread along the chapters and, the analysis of trends and similar
In order to approach this objective, a community-centered project was carried out, fo- case studies. The first chapter goes from the PSS theory to the definition given by the
cusing on the specific group of people who share this common background (study expe- PSS designers from Politecnico di Milano, in order to build an updated definition of
rience and language) and common future visions: the Product-Service Designers from the profession by the designers’ point of view. The second chapter transits from the stu-
Politecnico di Milano, as lead users. In 2005, the Master in Product-Service System dent to the professional experience to understand the different entrance gates to the job
Design was born in this academic institution with a growing number of Product-Service market and the obstacles faced. The third chapter focuses on how the designers spread
System cases in the world, a specific methodology and the development of design ap- in and out, with an analysis of how they and other communities link, communicate and
proaches such as Design for Sustainability. Having the PSS theory and design thinking network. This chapter set the framing trends for the design proposal development. All
as its base, a new group of the designers are formed and placed in market now. This the chapters present outputs and an analysis of Strengths, Weaknesses, Opportunities
group is characterized by their high talent selection, internationality and multidiscipli- and Threats [SWOT] which will serve as inputs for the project proposal. Finally, the
narity to approach complex problems. Even if they are limited in number, these charac- last chapter shows from the visioning process to the prototyping phase of the proposed
teristics bring opportunities to empower them as lead ambassadors of the approach to design solution to boost the profession and professionals creating new doors to flood the
promote the scope around the globe. concept on a local and global basis through new opportunities.
8 INTRODUCTION](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-9-320.jpg)
![1
FROM PSSTHEORY TO PSSDESIGNERS
FROM
PSSTHEORY
TO
PSSDESIGNERS
What is a Product-Service System [PSS] and a PSS designer? How is it defined by lit-
erature and by the actors using this approach? The first chapter points out the defini-
tions given by reviewed authors, exploring the different elements of the PSS theory.
The second part of the chapter, juxtaposes the PSS Design students and professionals’
definition in order to incorporate the concept from the practice of designing PSSs. In
this case, and to have a people-centered approach through interviews and surveys, the
reflections come from the PSS community from Politecnico di Milano where the Master
in Product-Service System design is carried out. Finally, a manifesto proposal and some
Strengths, Opportunities, Weaknesses and Threats are stated to be considered for the
final design solution.
FROM PSSTHEORY TO PSSDESIGNERS 11](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-12-320.jpg)
![INTRODUCTION to PSSDESIGN
Product-Service System Design [PSSD] is quite a new discipline that originates from the theory of Product-Service Systems [PSS]. The PSS
concept, born in Northern Europe, was first formally defined in the late 90’s by Goedkoop. Since then, most authors have mainly defined a PSS
as ‘product(s) and service(s) combined in a system to deliver required user functionality in a way that reduces the impact on the environment’
[Goedkoop, 1999]. Even if Product-Service Systems are not new to the world -we can think of libraries and laundromats - its interests has grown
with the need to be a more sustainable society with more responsible companies, governments and users. In addition to the academic research
on the field and the UNEP’s valorisation as an opportunity for sustainable solutions, the “Millennial Generation” and the new mobile tools for
collaboration boosted this business strategy to spread.
But who builds PSS? Studies have shown that as the result of an innovation strategy, PSS are conceived inside an organization by diverse profes-
sionals [designers, managers, etc.], entrepreneurs building new business approaches and bottom-up initiatives. Even if there is not always a clear
actor behind the PSS, it is sure that they can be designed. With an increased number of cases in the world, a specific methodology [MEPPS] and
the development of design approaches such a Business Design, Strategic Design, Service Design, Interaction Design, User-Experience Design and
Design for Sustainability, the Product-Service System Design program was launched at the Politecnico of Milan in 2005.
12 INTRODUCTION to PSSDESIGN](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-13-320.jpg)
![PRODUCT-SERVICE SYSTEMS
ARE NOT NEW,
PSS DESIGNERS ARE.
INTRODUCTION to PSSDESIGN 13
[1]](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-14-320.jpg)
![PSSD by the BOOK
KEY ELEMENTS OF A PSS [2] WHICH A PSS DESIGNER SHOULD BE ABLE TO INTERVENE HOLISTICALLY
PRODUCT
* NOTE
a tangible commodity manufactured to be sold and fulfill a user’s
1_
The design of a Product-Service
needs.* IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII System broadens as it includes in-
tangible products – e.g. communi-
SERVICE
cation & interaction design - which
not necessary are manufactured to
an activity done for others with an economic value and often done on be sold but could but could be for
2_ a commercial basis.*IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII instance, openly shared and co-pro-
duced in partnerships. A Product-
SYSTEM
Service System Designer should
work having both the user and the
planet at the center of the design
3_ a collection of elements including their relations.IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII thinking.
1999
AUTHOR WHO FORMALLY DEFINED PSS PSS CONCEPT BIRTH DATE PSS FOUNDING DEFINITIONS BY COUNTRY
GOEDKOOP
PSS DOMINANT DEFINITION / WHAT MOST AUTHORS UNDERSTAND A PSS AS:
ET. AL [2]
PSS CONCEPT’S BIRTH COUNTRY
‘PRODUCT(S) AND SERVICE(S) COMBINED
IN A SYSTEM TO DELIVER REQUIRED USER
FUNCTIONALITY IN A WAY THAT REDUCES
THE IMPACT ON THE ENVIRONMENT’[2]
NL
14 PSSD by the BOOK](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-15-320.jpg)
![FROM TANGIBLES TO INTANGIBLES
FROM TANGIBLES TO INTANGIBLES
The old boundaries between manufacturing and We need to move towards a point where we are reli- EVOLUTION OF THE PSS CONCEPT [Morelli 2002]
services are dissolving. Services now typically ant on 10% of the resources that are consumed by in-
represent between 60% and 70% of the GDP of dustrialized countries today. To bring product
PR
S
CT
manufacture and use to a point where
OD
developed nations and almost all new companies Product
DU
UC
Service
O
being founded and jobs created are in this so called it doesn’t harm the system, we need to revise
TI
PR
System
ZA
OF
TI
tertiary sector. Back in 1970 companies’ invest- our understanding of physical products as independent
ON
ION
OF
ment in intangibles was 40% of their investment objects and begin designing for products and related
AT
Product(s) Services(s)
IZ
SE
IT
in tangibles. Today it has trebled. A manufacturing services within systems. [UNEP 2001] AND AND
RV
RV
Services(s) Product(s)
IC
SE
company in 2010 has to have a keen eye on the
ES
soft or intangible side of its offer; the best are be- IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
coming manuservice companies. Manufacturing
Product(s) Services(s)
invests more, proportionately, in intangibles than We’re moving away from designing
the service sector; being design, the most impor- things (products) and towards more
tant investment in intangibles in the UK. Design services, more joint ownership of The expansion of the design domain from the design of
is the bridge between the consumer questing for things. [Thackara 2006] products to the definition of new services it is particu-
the experiential and the company trying to meet larly relevant in a historical moment of the shift from a
that appetite with an offer that presents the new IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII mature industrial phase to what Rifkin (2000) defines as
in a user-friendly and innovative way. [Hutton, the age of access
‘ ’...The convergence of these
Design Council UK, 2010] There are fewer products made, but they are products trends of Servitization and Productization is the con-
nonetheless, and typically specialized products sideration of a product and a service as a single offering
made specifically for that service...from the – a PSS [Morelli 2002]
physical product to all the connections that the product
If design has become more ethereal,
have to all the social networks, is a enormous challenge IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
it’s because there’s a new commer- to do it as a unified user experience in all levels: the tan-
cial emphasis on intangible values. Dematerialization refers to the opportunity
gible well design go collect good data, the connectivity/
Peter Fossick, professor at Savannah College of to break the link between value delivered to the
sharing to make the data social and visualizing, and the
Art and Design (Scad), USA. [Aaltonen 2010] customer/user and the amount of physical mate-
long term relationship (feedback, community, ongoing
rial needed to create that value. [T S Baines 2007]
relationship with the service). Media feedbackloop is
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII part of your life. [Arnall, 2010]
16 FROM TANGIBLES TO INTANGIBLES](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-17-320.jpg)
![FROM TANGIBLES TO INTANGIBLES
IN THE LAST 3 DECADES, THE ECONOMIC BASIS OF WESTERN NATIONS HAS CHANGED DRAMATICALLY FROM MANUFACTURING TO THE PROVISION OF INFORMATION & SERVICES. ADDING THE
INCREASED FOCUS ON SUSTAINABILITY & EXPERIENCES, DESIGN HAS EXPANDED ITS DOMAIN.
Product-service systems are also presented as a special NEW DOMAINS 4 DESIGNERS’ ACTIVITIES [Morelli 2002] Service design is “the field concerned with the
case of servitization: a market proposition that development of services to meet specific needs”
SOCIETY
extends the traditional functionality of a product by (Shedroff) focusing on “customer experiences in
incorporating additional services with an emphasis on industries such as retail, banking, transportation,
the ‘sale of use’ rather than the ‘sale of product’. The healthcare, business-to-business enterprises,
customer pays for using an asset, rather than its pur- and education” (IDEO).
chase, and so benefits from a restructuring of the risks, SOCIAL ORGANIZATION There are close ties to the dimensions of interac-
CONSTRUCTION
responsibilities, and costs traditionally associated with OF TECHNOLOGY
AND
DESIGN
tion and experience that originated in interface
ownership. Similarly, the supplier/manufacturer can
CULTURE
design.
improve their competitiveness as these ‘solutions’ may IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
be clearly differentiated from product-based offerings
OR
GY TECHNICAL DEFINITION GA The understanding of product-service elements that has
while simultaneously retaining asset ownership that can OLO NI
ZA
HN [INDUSTRIAL DESIGN]
TIO
EC since become well established in service provision re-
enhance utilization, reliability, design, and protection. T N
[T S Baines 2007] search has been an especially important factor in giving
the interdisciplinary networking of com-
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII Services do not qualify as property. While products are petencies (which is, in itself, characteristic of design
bought, services are made available. In a service econ- processes) a central role in the service sector. There is still
While service engineering is still trying to es- omy, it is human time that is being commodified, not debate about whether service design is primarily about
tablish itself as a discipline at universities and in places or things. Services always invoke a relationship the simultaneous definition of virtual and material as-
practice, service management is no longer unu- between human beings as opposed to a relationship be- pects of the service, the coordination of human-human
sual as a path of study in business administra- tween a human being and a thing. [Rifkin 2000: 84] and human-machine interfaces, or the design of experi-
tion courses. Service marketing has established Because PSS are generated by the convergence of dif- ences where functionality and emotionality are equally
itself internationally, and service design, mocked ferent actors during the use phase the experiential at- accounted for in the integration of new technologies
when first introduced as an academic field in de- tributes of the PSS need to be thoroughly planned. for intelligent and client-oriented standardization. This
sign education at the beginning of the 1990s, now This makes the design of PSS particularly relevant to debate can ultimately only be resolved by interdiscipli-
has credibility in teaching, research, and practice designers...[which] requires a that the traditional do- nary design teams: Collaborative Design. [Mi-
around the world. [Hutton 2010] main of design activities...be extended to new cultural chael Erlhoff 2008]
domains, where a thorough understanding of consump-
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII tion processes is possible. [Morelli 2002] IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
FROM TANGIBLES TO INTANGIBLES 17](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-18-320.jpg)
![PSSDESIGN IS A 360 APPROACH
sustainability, this approach gives new inputs for PSS that looking at the product’s life
can opt for alternative that can vary it: Reducing, Recycling, Reusing or Redistributing.
In pssd, the time domain is expanded, both by prolonging the period of time that the
producing company has an active interest in- and control over the product and also by
To design a PSS, companies must move from creating the need to consider multiple product lives, where the product (artefact) can be
subject to numerous users over longer period. Vezzoli defines 3 interrelated elements for
‘product thinking’ to ‘system thinking’, and system innovation for sustainability:“satisfaction” - a reference - the system must work
breakdown the ‘business as usual’ attitude. for a solution able to fulfil needs and desires of a stakeholder community; “stakeholder
interaction” - the subject - the system should promote innovative stakeholder configura-
tions or partnerships while answering to a specific social demand for satisfaction; “sus-
A system (from the Greek word systema meaning a whole compounded of parts) refers
tainability” – the objective – the solution must work from the viewpoint of sustainable
to a combination of related parts organized into a complex whole, such as the cosmos,
development following social concern [social equity & cohesion] and environmental
organisms, political or social bodies, or even cognitive constructions such as a theory or
care [system eco-efficiency]. [Vezzoli 2007]
philosophy. (Michael Erlhoff 2008) To design with a System’s approach means to look
at the bigger picture.
STAKEHOLDERS IN PRODUCTS & SERVICES LIFE-CYCLE MIX [Manzini & Vezzoli 2002]
From a systemic point of view, PSS requires a functional thinking process based on stra- life cycle (system) resources
optimization: product function-based
tegic partnerships sharing a common vision about how deliver a conceived solution idea. discrete resources optimization: wide system resources optimization:
look at the map of stakeholders
phase-based (e.g. producer) solution based
It means to involve in the PSS
delivery. These changes may modify the relationships between business functions in the
organization and increase the demand for an early involvement of the users as collabora-
retailers retailers retailers
tors or co-creators of the system solutions that are viewed from the client’s perspective.
con lient
co n lient
con lie nt
r
r
r
uce
uce
uce
[Mont 2000 at [T S Baines 2007]
c
c
c
sum
sum
sum
prod
prod
prod
er
er
er
designer designer designer
One of the first approaches was to look at the life-cycle of the product su
pp
lie
rs
m
d o ag
en an
fe
f li er su
pp
lie
rs
d o ag
en an
m
fe
f li er su
pp
lier
s
d o ag
en an
m
fe
f li er
and the system of stakeholders involved from the ‘cradle’ passing through its design,
manufacturing, distribution, usage, maintenance, etc. to its ‘grave’ or disposal. “Design
is a creative activity whose aim is to establish the multi-faceted qualities of objects,
processes, services and their systems in whole life cycles”. (ICSID, 2005) Even if not [ e .g . w a s h i n g m a c h i n e ] [ e .g.de te rge nt] [ e .g. m a inte na nc e s e rvic e ]
exclusive to PSSD – a whole discipline has been developed in relation as design for [e.g. solution = to have clothes washed]
18 PSSDESIGN IS A 360 APPROACH](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-19-320.jpg)
![PSSD by the BOOK - the system’s approach
PSSD by the book
LIFE-CYCLE
looking at the all the stages of a
Another input comes from
product or service experience: from the discovery to the post-
usage memories and long term relationship. This means as thinking first the product like
music player that provides the enjoyment of listening, in a way unlinking the function
from the physical device. For the designer, it means thinking it all: the communication
channels, events and pieces to discovery and advertise; the online and offline service user
experience; point of sale and channels of purchase; the product, learning and packaging
at its use, the post-services such as maintenance and updating, disposal or exchange; the EXPERIENCE
networks and sharing experiences. To make this a whole, seamless, coherent experience
requires considering each action, each system response, each message--whether verbal
or visual, silent or audible, visceral or behavioural, haptic or happenstance--all as part
of the whole. [Norman, 2010] Some of the well designed experiences cited by Norman
are for products: the BMW Mini Cooper, the ubiquitous iPod, and Amazon’s Kindle;
for websites: Amazon, eBay, FedEx, Kayak, UPS, and Netflix; for pure services: luxury
hotels and low-cost business hotels as well as stores such as IKEA. This approach is not
exclusive to PSSD, most designers use it, but it is essential for it. PSS designers must be
P+S
to manage all the stages and delegate to design experts if needed the particular task but
having in mind the whole experience.
By definition a PSS designer provides ‘an innovation strategy, shifting the business
focus from designing (and selling) physical products only, to designing (and selling)
a system of products & services which are jointly ca-
pable of fulfilling specific client demands’. [E. a. Manzini STAKEHOLDERS
2003]. This is, thinking systematically products and services as inseparable elements
where one needs the other to provide the final offer. As in libraries, books are just the
‘No product is an island’
element that provides the service of the enjoyment of reading given by the library
that provides the service of lending them but without the products the service would
be obsolete.
(Norman n.d.)
PSSD by the book 19](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-20-320.jpg)
![PSSD, AN APPROACH TO SUSTAINABLITITY
MAIN AUTHOR WHO SEES SUSTAINABILITY AS THE ULTIMATE GOAL OF PSS THORNE AT TED INSPIRED BY BOTSMAN & ROGERS’ BOOK SHOW PSS AS A ROAD TO
MANZINI ET. AL[UNEP 2001] COLLABORATIVE
CONSUMPUTION
Even if not all authors link PSS with achieving sustainability and many PSS
cases do not consider the opportunity for reducing resource consumption
[Fidler 2010], Manzini et al. see it as the ultimate goal. The PSS concept is a
possible and promising business strategy potentially capable of helping achieve “from selling & owning products to providing the utility of the product jointly with the service.”
the leap which is needed to move to a more sustainable society [UNEP 2001]. SYSTEMS
PSS do not necessarily lead to more sustainable solutions but they can be
designed to be. But it “exists a potential role for the design for sustainability,
in promoting and facilitating system innovation resulting in eco-efficient and
socially equitable/cohesive enterprises/initiatives offering a mix of products
and services, based on network-structured and locally-based model.” [Vezzoli
2007] Services can be used to dematerialize, customize, or replace product
offerings. [Kara Davis 2010] However, organizations need to not work on
big-scale industrial logic and consider a local trade-off between material usage,
PRODUCT SERVICE SYSTEMS REDISTRIBUTION MARKETS COLLABORATIVE LIFESTYLES
energy, and labour required for logistics movements to achieve sustainability,
just adding services will not do it.
THE BIG SHIFT FROM THE 20th CENTURY TO 21th CENTURY [BOTSMAN & ROGERS, 2010]
THE ONTOLOGY OF THE PSS IMPLIES A SET OF CREDIT + REPUTATION +
MULTIPLE
_interrelated life phases and activities throughout the product’s service time
ADVERTISING +
INDIVIDUAL
OWNERSHIP
COMMUNITY +
SHARED
ACCESS
<
_interrelated systems of artifacts
_stakeholders’ values
HYPER CONSUMPTION COLLABORATIVE CONSUMPTION
20 PSSD, AN APPROACH TO SUSTAINABLITITY](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-21-320.jpg)
![PSSD AS AN APPROACH TO SUSTAINABLITITY
PSSD by the book
PSS FOR SUSTAINABILITY BARRIERS THE IDEAL PSS BENEFITS THE 3 STAKEHOLDERS GROUPS
HYPER- SOCIETY
CONCUMPTION
For consumers & industry a cultural shift is necessary in order to prefer to fulfil a need by a service rather than own-
SUSTAINABILITY-
ORIENTED
ing a physical product. [UNEP n.d.] This is the shift from Hyper-consumption to Collaborative Consumption, which INNOVATION
Thorne detects as what is happening in the 21st century. [Thorne 2010] COMPANY CUSTOMER
Within a company, barriers can include the lack of experience & know-how to design service methods and manage-
ment systems, the shift in tradition from judging and measuring performance based on the quantity of goods sold, and
a lack of skilled service personnel. [UNEP n.d.]
3-FORCES MODEL [Christensen & Tan]. All benefit
with a mind-set of continuous product improvement in
EVOLUTION OF THE CAR MARKET SECTOR PSS WITH 4 PRINCIPLES OF SUSTAINABILITY EXAMPLE both a physical & a societal way. For the end-user it can
ZIPCAR
deliver new patterns of usage, lifestyle, purchasing and
CAR CAR RIDE RP2P CAR-
OWNERSHIP SHARING SHARING CAR RENTAL flexibility. For the producing company it can deliver
SHARING
IN USA,UK, closer contact to customer and therefore, extended ser-
AND CANADA
vices & loyalty, new markets, greater market share and a
Another expample like the the Zipcar, car-sharing com- redefinition of core-activities can be achieved. For soci-
pany, is Total-Care Package which offered to airlines by ety, the overall effect should increase the sustainable di-
Rolls-Royce plc. where rather than transferring owner- mensions, towards the factor x improvements: increased
ship of the gas turbine engine to the airline, Rolls-Royce product efficiency (due to the producing company hav-
deliver ‘power-bythe-hour’. As R-R maintains direct ing increased liability for-, insight into- and ownership
access to the asset they collect data on product perfor- over the product); a closer relationship between societal
mance and use which enables the improvement of per- needs & the supplied products (due to the voice of the
[BOTSMAN & ROGERS, 2010] formance parameters for efficiency, reducing cost & the customer (and other stakeholders) being louder and
environmental impact. [T S Baines 2007] clearer than before.
PSSD AS AN APPROACH TO SUSTAINABLITITY 21](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-22-320.jpg)
![PSSD FOR GOVERNMENTS & PUBLIC SECTOR
Today’s services must respond to new challeng- sector projects, with the aim of developing practical design solutions to some of the
most complex problems. Even if not identified as PSSD, the explanation and use of
es including a low carbon economy, an ageing service design matches the approach of PSS in many ways. Rapid prototyping creates
population and the rising demands of service us- efficiencies by designing out problems early, and the collaborative nature of many design
projects can engage public sector workers, frontline staff and users in the develop-
ers. These pressures make innovation essential, ment and delivery of new services. Developing this capacity would help public sector
organizations manage their creative processes and find innovative solutions for service
public services must be designed to meet the delivery [UK Design Council 2008] Since the public sector isn’t yet widely using design
complex needs of users while delivering cost techniques to make service improvements, there is an opportunity for service providers
to set themselves apart by using design to address key issues including value for money
efficiencies. [UK Design Council 2008] & efficiency, personalisation, risk management & sustainability. [Design for public
services n.d.] With innovation at the heart of public policy-making we get value for
PSS AND GOVERNMENT INVOLVEMENT
taxpayers’ money. [Cameron 2010]
PSS provide a comprehensive solu-
ENGINE’S SHAPE METHOLOGY FOR PEOPLE-CENTERED SERVICE INNOVATION
tion for governments who promote Diamond 1: Direction setting Diamond 2: Service design Diamond 3: Service production
more sustainable production and
Initiate Create Select Define Initiate Create Select Define Initiate Create Select Define Sustain
consumption patterns. [UNEP 2001]
As public pressure on environmental issues grows, the widespread promotion and
adoption of PSS is favoured by government bodies. Successful PSS applications can
also, through the increase in sales and service activities, offset the loss of jobs in tradi-
Vision Service
tional manufacturing. This is demonstrated by the interest shown in PSS by Sweden Document Blueprint
and the Netherlands who tend to lead in the adoption of environmentally sustainable
business [T S Baines 2007]. When conceptualizing PSS in general and specially in the Innovating services within local government demands a high degree of care and sensi-
public sector, the government tends to be an actor either principal or secondary as a tivity in planning and execution. Innovation is innately risky and often expensive; the
promoter always working for social cohesion. The UK Design Council has a strong best way to reduce costs and the risk of failure is by involving users and front-line staff
track-record in helping the public sector use design. It has piloted a range of live public in this process. [Engine n.d.]
22 PSSD FOR GOVERNMENTS & PUBLIC SECTOR](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-23-320.jpg)
![PSSD FOR GOVERNMENTS & PUBLIC SECTOR
PSS FOR THE PUBLIC SECTOR BARRIERS PSSD FOR PUBLIC SECTOR EXAMPLE
1_UNFAMILIAR SHARE THE ROAD
An innovative transport club. being run by University
2_CLOSE STRUCTURE
College Falmouth as a pilot AIR project, co-developed
with the UK Design Council Dott Programme and its
users. The project addresses problems of traffic and park-
ing congestion in Falmouth and Penryn. As the Univer-
To favor a larger initial introduction of PSS, they have to be economically convenient, reach critical mass and require sities have grown, increasing numbers of students bring
government intervention (economic incentive) at national level. Changes in legislation are different from country to their cars to the area and use them infrequently. The
country (as in Extended Producer Responsibility) governments have to protect organizations doing long-term invest- share the road project aims to reduce the number of cars
ments instead of sub-optimal short-term strategies. [Bianchi 2009] by offering alternate modes of transport that are as good
The UK Design Council research among public sector organisations found that service providers are often unfamiliar or better as owning a car.
with design-led approaches to service innovation. Moreover procurement processes disadvantage small design agen- Other examples include design for mobility: car and
cies which feel strongly that government processes are an obstacle to working with public sector clients. [Design for bike sharing systems developed in many developed
public services n.d.] Good drivers for PSS adoption are: marketing conditions, legislation, and environmental worries, countries cities (Milan, Barcelona, etc.) and increasing
even though these drivers that cannot be found in all the countries and for all the industries [Bianchi 2009] Plus, the in emerging ones (Buenos Aires, Mexico DF, etc); de-
structure of public sector organisations restricts creativity as they tend to work in silos, meaning new ideas cannot sign for health (Gateshead Primary Care Trust0, design
flow around organisations or cut across departmental boundaries [Bichard 2008]. Even if in some developing countries in eduction (Bertie County School, Walker Technology
their a concern for sustainable public services development and design councils exist [e.g. CMD in Argentina] they College), design for job placement (New Work Corn-
deal mostly with the promotion of traditional approaches to design and they are hardly used strategically among the wall), design against crime, design for disadvantaged
public sector. individuals, for social inclusion, etc.
A SIMPLE DEFINITION OF PUBLIC SECTOR INNOVATION EXAMPLES OF PUBLIC SECTOR DESIGN INNOVATIONS
‘NEW IDEAS THAT WORK AT
CREATING PUBLIC VALUE’
[Mulgan 2007]
PSSD FOR GOVERNMENTS & PUBLIC SECTOR 23](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-24-320.jpg)
![PSSD, INNOVATION ENGINE FOR COMPANIES
PSSD AND THE FOCUS ON VALUE
PSS THINKING ADDS VALUE
Most authors see the purpose of a PSS as a specific competitive value proposition, and
Competition continues to increase among man- so directly refer to the need for customer satisfaction and economic viability. A PSS is
an integrated product and service offering that delivers value in use to differentiate
ufacturing companies around the world, adding from competitors who simply offer lower priced products. The PSS logic is premised
more and more competitors to the global mar- on utilizing the knowledge of the designer manufacturer to both increase value as an
output and decrease material and other costs as an input to a system. [Tukker 2006]
ket. PSS provide alternative strategic market The fundamental business benefit of a PSS is an improvement in total value for the
opportunities that deliver value to remain or customer through increasing service elements. Competitive edge is enhanced as, for
example, a service element that is not easy to copy and facilitate, communicates infor-
become viable and with a competitive edge. mation about the product–service package [TS Baines 2007].
BENEFITS FOR COMPANIES [UNEP 2001] EXAMPLE OF PSSD WITH A FOCUS ON VALUE [Kumahor and Bueno 2010]
_More opportunities for innovation and market development
_Increased operating efficiencies
_More and longer-term client relationships
_Improved corporate identity
_Better feedback on consumer needs
BARRIERS FOR COMPANIES
A COMPLEX CROSS-FUNCTIONAL PROBLEM
PSS implementation is, indeed, a complex cross-functional problem for which tradi-
tional manufacturers, especially from the organisational point of view, are not ready, Nike plus: a shoe that talks to your ipod to your com-
puter and share the information and connect with the
typically facing PSS barriers during the first implementation steps. Further barriers are: social and competition and visualized the data.
lack of market demand (i.e. because PSS do not exist or else), high localized labour
price (i.e. trade-off between labour and logistics costs), fear of consumer reaction, fear
of accepting risks that are not known, and business-as-usual attitude. [TS Baines 2007]
24 PSSD, INNOVATION ENGINE FOR COMPANIES](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-25-320.jpg)
![PSSD, INNOVATION ENGINE FOR COMPANIES
3 TYPES OF PSS COMBINATIONS FROM THE VALUE MAINLY ON THE PRODUCT CONTENT TO THE VALUE MAINLY ON THE SERVICE CONTENT
1_PRODUCT ORIENTED PSS where ownership of the tangible product is transferred to the consumer,
but additional services, such as maintenance contracts, are provided.
_PRODUCT RELATED
_ADVICE & CONSULTANCY
2_USE ORIENTED
PSS where ownership of the tangible product is retained by the service _PRODUCT LEASE
provider, who sells the functions of the product, via modified distribution & _RENTING/SHARING
payment systems. _PRODUCT POOLING
3_RESULT ORIENTED
PSS where ownership of the product, which are replaced by services, is main- _ACTIVITY MANAGEMENT
tain by the producer who sells a result or capability instead of a product; the _PAY PER SERVICE UNIT
customer pays only for the provision of agreed results. _FUNCTIONAL RESULT
All three types of PSS solution satisfy customer needs through a combination of products and services that are systemized to deliver the desired utility or function. However, the
results-orientated model is more sophisticated and represents the most popular interpretation of the features of a PSS.
A PSS FEATURES A PARTICULAR BUSINESS MODEL FROM BUYING A PHOTOCOPY MACHINE TO A PSS “DOCUMENT MANAGEMENT SOLUTION”
FUNCTION-ORIENTED BM
CASH
USE CASH USE DISPOSAL
<
which delivers jointly products and services capable to fulfil the customer’s needs. _CASH
_MONITOR
_TECHNOLOGY
_SERVICE
CASH _SERVICE
_MONITOR
_CONSUMABLES
_CONSUMABLES
_SELECTION &
_TECHNOLOGY
_DISPOSAL [TS Baines 2007]
PSSD AND THE FOCUS ON BRAND MANAGEMENT [iPOD/iTUNES EXAMPLE] System thinking business
logic by CEO Steve Jobs.
BRAND MANAGEMENT
In 2001 Apple iPod device works in conjunction with iTunes software
that enables users to transfer music and other content from the devices
to a computer. The software also provides a seamless connection to Ap-
ple’s online store so users can purchase and download content. [Oster-
walder 2010] Wayne Hemingway as an example of a designer who has
put his skills to use designing wallpaper, clothes and buildings. [guard-
ian.uk.co, 2010]
PSSD, INNOVATION ENGINE FOR COMPANIES 25](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-26-320.jpg)
![PSSD METHODOLOGIES & TOOLS
5 FUNDAMENTALS OF GOOD SERVICE [ENGINE, 2010] THAT CAN ALSO BE FOUND IN THE PSSD APPROACH
SYSTEMS VALUE JOURNEYS PEOPLE PROPOSITIONS
Good service design always Most services try to provide the Good service design recognises Good service design always puts Services are generally packaged
looks holistically at the service best value for users & produc- the different journeys that people people first and should involve as a ‘proposition’ for users to buy
infrastructure. This involves un- ers. Good service design is of- take & examines what happens users & producers actively par- into. Good service design is de-
derstanding how the different ten about aligning the different before, during and after the cen- ticipating in the design process. veloping & designing valuable,
parts of a service interconnect interests of producers & users tral service experience, for both Ultimately, frontline staff are the innovative propositions for users
and how the service relies on to create the best value for both. producers & users. To provide face of a company. In order to & producers, & creating exciting
the support of other services. To Service design can be about cut- enjoyable experiences we need provide enjoyable experiences, visions to take existing proposi-
improve an experience you may ting costs, but it is normally to understand how each point of you might need to ensure that tions forward, by translating in-
look to change things behind the more focused on adding value. contact between the & provider your customer facing staff are tangible service propositions into
scene. affects the service delivery. properly selected & trained. tangible and desirable offerings.
_STAKEHOLDER SYSTEM MAP _BUSINESS MODEL & PLAN _CUSTOMER JOURNEYS _USER CENTERED DESIGN _TOUCH POINTS DESIGN
_SUSTAINABILITY SYSTEM [SWOT, POSITIONING, ETC] _BLUEPRINTS _ETHNOGRAPHIC RESEARCH _VISIONING
DESIGN ORIENTING (SDO) _SOLUTION ELEMENT BRIEF _SCENARIO BUILDING _COOL HUNTING & TREND _PROTOTYPING
TOOLKIT / SLCA / FSSD _AGILE _STORYBOARDS / INTERAC- RESEARCH _PROPOSITION SPECIFICA-
_SUSTAINABILITY INTERAC- _SATISFACTION OFFERING TION TABLE _PERSONAS TIONS
TION STORY SPOT DIAGRAM _CODESIGN/OPEN WORKSHOP
_STAKEHOLDER MOTIVATION
MATRIX
BE CURIOUS STEP BACK EMPATHIZE BE CREATIVE
26 PSSD METHODOLOGIES & TOOLS](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-27-320.jpg)
![PSSD by the book
PSSD implies a multidisciplinary ap-
proach in which designers have a crit-
ical role in a wider design team.
It requires a new methodological approach, which borrows methods and tools
from other disciplines. There are a variety of tools and methodologies outlined in
the literature, being the MEPSS Handbook a specific methodology and toolkit
for developing a PSS model, even if PSS must be developed case by case. Moreo-
ver, each studio tends to develop its own methodology, usually by shaping some
of the tools used on product and service design.
When using UCD practices with sustainability as a goal, the definition of users
can be extended to include all stakeholders. Mapping the system and under-
standing user needs and potential satisfiers may reveal leverage points, where
small changes to products or services could have the greatest beneficial impact
[Meadows 1999]. “Success” would be framed as a solution that serves the inter-
ests of the organization by satisfying customer needs within the constraints of
the system.
PSSD METHODOLOGY & TOOLS WRITERS
MEPSS PSS METHODOLOGY & TOOLKIT
VEZZOLI METHODS & TOOLS FOR SUSTAINABLE PSS DEVELOPMENT
MONT STEP BY STEP MODEL BASED ON DEMING CYCLE
GOEDKOOP 4 AXIS MODEL FOR AUDITING PSS
AURICH SYSTEMATIC DESIGN OF SERVICES THAT RELAY ON PRODUCTS
MORELLI PSS METHOLODY & OPERATIONAL TOOLS
SERVICEDESIGNTOOLS SERVICE DESIGN METHODS & TOOLS
DESIGN COUNCIL UK SERVICE DESIGN FUNDAMENTALS & CASES
PSSD by the book 27](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-28-320.jpg)
![PSSDESIGNERS at POLITECNICO DI MILANO
PSSDESIGNERS at
POLITECNICO DI
MILANO
This second part aims to identify the viewpoint of the PSS Designers exploring the ap-
proach given by the program from Politecnico di Milano [POLIMI]. First, the program
is introduced, then the students & graduates and their thinking is explored through a
survey realized to 46 of them and in depth group interviews and conversations carried
with a selection of them.
28 PSSDESIGNERS at POLITECNICO DI MILANO](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-29-320.jpg)
![PS
PSSD at POLIMI
PSSD GRAD PROFILE [ POLIMI.IT, 2011 / CONFERENZA DI PRODUZIONE DEL CORSI DI STUDIO DELLA FACOLTA’ DEL DESIGN POLIMI REPORT, 2009]
A PSSD knows how to transpose, first in a system- T PROFESSIONAL a broad generalist perspective with an in-depth industry or functional specialty which
}
product project, and then in a concrete realization, all presents a vertical axis that moves towards the acquisition and application of specialised abilities in specific fields, and a
horizontal axis that refers to the acquisition and use of tools and cultural matrices taken from other disciplines.
the knowledge gathered from the firm (research and
development, marketing and trade sector). He/she is
DESIGN THINKER GLUE THAT HOLDS DISCIPLINES TOGETHER TO SOLVE COMPLEX PROBLEMS THROUGH
capable of exploring planning solutions & forms of in- CONTINUOS CONVERGING/DIVERGING IN PURSUE OF A BALANCE IN VIABILITY AND RELIABILITY / HUMAN
novation guided by a constantly new design that allows FACTORS+TECHNOLOGY+BUSINESS
the "brand" company to establish itself in national and
international markets through a creative co-ordination EXPERIMENTAL & NON SPECIALIZED { THE ITALIAN DESIGN TRADITION & CULTURE
in terms of products, communications, points of vis-
ibility, and services with a systematic approach. PSSDs CRITIC & REFLECTIVE PRACTITIONER { THE ITALIAN DESIGN TRADITION THEORY FROM PRACTICE
hold self-entrepreneurial capabilities able to stimulate
the growth of new design firms and a solid theoretic- INTER/MULTI DISCIPLINARY DIALOGUE SKILLS { THE POLYTECHNIC MATRIX TEAM WORK
Multidisciplinary
scientific based training process, the relationships and
interactions among the components of a PSS and; the
WIDE AND DEEP / EXPANDED SCOPE / SHARING EXPERIENCES / RESPON-
capability of intervening on a planning, logistics, mar-
SIBLE OUTCOMES / HUMAN-CENTERED { THE MARKET AND OTHER LEADING SCHOOLS TRENDS
keting aspects, and strategic management.
SYNTHESIS WHERE? POLIMI PSSD COUNTRY OF ORIGIN
DIVERGENCE CONVERGENCE
BV/MILAN
Politecnico di Milano / faculty of design / www.design.polimi.it
2005
PSSD PROGRAM BIRTH DATE
ANALYSIS
30 PSSD at POLIMI](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-31-320.jpg)
![SSD at POLIMI
FRAMING THEORIES / RENAMED SCHOOLS THINKING
DESIGN INNOVATION DESIGN THINKING
Tim Brown from IDEO underlines:
_from “design doing” to “design thinking”,
ANALYTICAL INTUITIVE defined as “a set of principles that can be
THINKING THINKING applied by diverse people to a wide range of
TECHNOLOGY BUSINESS problems”
FEASIBILITY VIABILITY
RELIABILITY VALIDITY _from a competent designer, an individual
100% 100% hero, to interdisciplinary teams of skilled
The Fundamental Tension By R.L.Martin, Rotmal School of Manage- “design thinkers” able to approach more
ment, Toronto complex problems“all of us are smarter
Working in multi-disciplinary teams helps to develop than any of us”
HUMAN VALUES this crucial mix of skills. ‘ Successful innovation de- _T shape people are the ideal employees
USABILITY & DESIRABILITY
mands a systemic not a component approach to de- as ‘specialists with a passion and empathy
signing new products and services. Edison didn’t just for people and for other subject areas’. The
design and patent a light bulb – he created an entire most successful mix of skills.
Design Innovation Model, dschool.stanford.edu new system that changed our world.’ N. Leon, Direc-
tor, Design London [2005]
PSSD INNOVATION STREAMS PSSD ENTRANCE GATES / A STARTING
1_TECHNOLOGY _SERVICE THE ROLE OF A PPS DESIGNER
COMBINES THE ABILITY TO PLAN
_SPACE
THE USE, BUY, CONTEXT, ETC OF NEW TECHNOLOGIES
DELIVERY OF NEW INNOVATIVE SO-
2_SOCIAL LUTIONS AS WELL AS APPLY TECH-
I INTER & INTRA COMMUNITY & PERSONAL INTERACTIONS
_COMMUNICATION NIQUES NECESSARY TO IMPLEMENT
3_BUSINESS _PRODUCT
INNOVATIONS AND SUSTAINABILITY
[Manzini]
NEW MODELS, ORGANIZATIONAL PROCESSES AND VALUES
PSSD at POLIMI 31](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-32-320.jpg)
![} }
TOTAL PSSD STUDENTS TOTAL Nr. OF SURVEYS SENT TOTAL Nr. OF ASWERS BY CLASS
267 142
‘05
46
‘09
‘06
‘07
from Class 2005 to 2010 from a total of 202 students
‘08
from 1440 candidates from Class 2005 to 2009
PSSDESIGNERS at
POLITECNICO DI MILANO
[Survey, personal and group interviews + POLIMI data base information]
32 from 1440 candidates](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-33-320.jpg)
![PSSD by POLIMI STUDENTS
5=VERY MUCH]
STORYTELL-
ING SKILLS
phenomena visual representation &
listening skills for strategic communica-
tion
50% PASSION & ENVIRONMEN-
PERSONALITY TAL SENSIBILITY
FOR DESIGN think the resources as a condition-
be positive & trust - viewpoint to
P take decisions responsibly
ing pre-value for the project the
consequences
seeing the consequences
38% 38%
PSSD by POLIMI STUDENTS 37](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-38-320.jpg)
![THE [PSS]D JOB MARKET
Measuring design capabilities1 (design graduates, registered designs, firms & turnover, public investment & employ-
ment) is not an easy task and it varies greatly by country. In some countries the design market mirrored the recession.
But, in others as in the UK it hasn’t stopped the design industry growing. Globally, nations now compete on design and
East Asian countries are emerging as design powerhouses. [Measuring design, 2009] In any case, competition is tough
in the design sector. The UK Design Council reports how there are more students leaving design education than there
are jobs to receive them. It is true that the versatile nature of the industry means it is possible to work across more than
one discipline. [careers.guardian.co.uk, 2010] This means, having a more flexible profile which is able to suit the avail-
able, sometimes challenging sometimes not the “right”, offers. Many young designers find it hard to believe that they
can make a living doing something they find compelling and interesting—something they love. Even the most skilled
designer finds the search for a first job stressful. [AIGA] Usually, a designer begins by creating a portfolio and CV after
understanding him/herself and his/her work. After that it is a must to understand the job market. For designers in gen-
eral, there are many resources as school placement services, job agencies, companies’ directories and design magazines
are widely spread. For PSSDs this task is more complicated, due to the lack of information on both sides, knowing the
PSSD industries and the PSSD concepts and skills, and the general cultural challenge that means moving to Product-
Service Systems.
1 International Design Scoreboard: Initial indicators of international design capabilities, IFM, 2010
46 THE [PSS]D JOB MARKET](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-47-320.jpg)
![LOOKING FOR JOB IN DESIGN
CAN BE CHALLENGING, THINK
IN PSS DESIGN...
THE [PSS]D JOB MARKET 47](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-48-320.jpg)
![THE PSSD JOB MARKET
PSSD MARKET ENTRANCE GATES
PSSD JOB MARKET ENTRANCE GATES
A PSS strategy is strongly context-of-use [different solutions for a wide range of markets], with different stake-
holders point of views, articulated on economical, social, environmental aspects, possible PSS providers and end- Companies
users [N. P. Bianchi, 2009]. From literature it is possible to derive that the main stakeholders to be involved in a
PSS SO PO
PSS strategy are Companies: PSS, Service-Oriented [SO] and Product-Oriented [PO] Providers, Governmental Providers Providers Providers Government End-Users
organizations, End-users and Design Studios. They all offer to the designer different entrance gates. Even if many
times the interaction between all the above actors for the creation of a successful PSS exists, other times only some direct
are involved taking a double roll. Usually there is a leading actor or partnership from whom PSS Designers may
work for, either directly or through a Design Studio. through Design
Studios
PSSD JOB MARKET COMPANIES AS ENTRANCE GATES
Overview of the companies developing PSS researchers often have experience working with each
Companies In 2009, Lindahl et al. presented an International survey other. The Italian2 survey is an exception, since that
of Swedish, Japanese, Italian and German Manufactur- survey mainly consisted of small companies with fewer
ing Companies with Product-Service Systems Experi- than 100 employees.
PSS SO PO ences1 at the 1st CIRP Industrial Product-Service Sys-
Providers Providers Providers tems IPS2 Conference. When investigating which departments were involved
in the design of product/service offers, it was found that
From this paper it is interesting to note that the Swed- staff from product development, marketing and after-
ish and Japanese surveys mainly consisted of companies sale was most common for most countries. However,
As it has been said, the PSS concept was relatively new, with more than 1,000 employees. The domination of in Italy there was also a major inclusion of the produc-
and few companies had experience with PSS and only a major companies indicates in this study and other ones tion department. Others include sales department and
few cases were found repeatedly in the literature. Moreo- from this time show that large companies have been product line management.
ver, another challenge still existing, is that even though the first adopters of PSS. A reason why large com-
companies work with and show increasing interest on panies are dealing with PSS is that they can afford to In most countries, the content of PSS offers from all
PSS, they very seldom use the term PSS. Even if the spend some resources on testing new concepts like companies were quite similar. The companies contacted
challenge is finding them and even introducing the ben- PSS, and also because the knowledge transfers from in Sweden, Germany and Japan were working mainly
efits of the PSS to the sector, companies are an interest- academia to major companies is faster and easier in the area of mechanical and/or electronic industries,
ing entrance gate for PSS designers. than to small companies, since major companies and electromechanical equipment for business applications,
1 The term for PSS used in the survey is “product service combinations”. 2 Further information under the chapter on the Italian sector
48 THE PSSD JOB MARKET](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-49-320.jpg)
![THE PSSD JOB MARKET
ORGANIZATION DESCRIPTION CONTENTS OF PSS BY COUNTRY
Xerox International Products are sold guaranteeing fixed price per copy from products/processes de- SWEDEN JAPAN GERMANY ITALY ALL COUNTRIES
signed for remanufacturing.
Parkersell [UK] Parkersell developed a product service integrated lighting system solution for Sans- 100
bury’s more efficient in life cycle costing and environmental improvement. 80
Castrol Inc. [USA] Lubricant service packages reducing lubricant consumption. Profit from cost saving 60
not consumption.
40
Mobility [SWIZERLAND] Initial fee then pay per wash from remotely monitored energy efficient machine and
lauderette system solutions including maintenance, repair and finance services 20
Eastern Energy [UK] Vehicle sharing group - 1400 cars, 850 locations, 350 communities. Less than 1500/ 0
duct tions ood tion ance ity s ces
yr saves money. Physi
cal Pro Opera mpti
on G
y con
sump Maintain
-back
respo
nsibil Repa
ir
Licen
Consu Energ Take
Electrolux [SWEDEN] Not just energy. Energy management, consumption and training.
[Lindahl, 2009]
expensive investment machines, and home appliances. from the provision of ecologically grown vegetables, to
Those in Italy, in contrast, consisted of credit cards, a description of how DuPont Flooring Systems in USA PARTICIPATING DEPARTMENTS IN PSS DEVELOPMENT
roasted coffee, pharmaceutical products, mechani- has shifted focus from selling floor coverings to provid- SWEDEN JAPAN GERMANY ITALY ALL COUNTRIES
cal products, paper, supporting equipment for educa- ing total servicing to customers: installation, tailored
100
tion and machines for the gaming industry. The three maintenance, takeback, and recycling. [T S Baines,
main parts of the offers seem to be physical products, 2007] Other authors like Mont give examples of PSS
80
maintenance, and repairs as shown in the figure. Only initiatives categorized from ‘take back/remanufacture’
the German companies that also often included energy such as Xerox Corporation to ‘Car Sharing’ in Leiden,
consumption in their PSS. Receptive firms are usually Netherlands. When selecting successful cases, authors 60
linked to local development networks, and have a dealing with PSS appear to be attracted by the novelty,
product portfolio featured by high item value, im- completeness, and environmental benefits of schemes, 40
portant service component, or updateable products rather than in-depth assessments of implications to com-
such as technology and fashion. [Lindahl, 2009] petitiveness. There is a diverse range of PSS examples in 20
the literature, apparently demonstrating economic suc-
Some of the more successful examples of PSS, as high- cess but tending to emphasize the environmental and 0
lighted in the literature are summarized in the following social gains. [T S Baines, 2007] Product
Development
Marketing Finance Production After Sale Other
[Lindahl, 2009]
table. Examples of companies developing PSSs range
THE PSSD JOB MARKET 49](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-50-320.jpg)
![THE PSSD JOB MARKET
PSSD MARKET COMPANIES
As said companies provide an interesting opportunity
for PSSD Professionals to enter the job market. There
are some companies working with the PSSD approach
and other which can be identified as potential ones. In
the first group we can find big brands such as Virgin
Atlantic. It’s head of design and service design Joe Ferry
explains that they “often work with external agencies.
They work with so many different companies that they
can bring you totally new ideas from other industries.
Service design happens in reverse: the objective is to de-
fine exactly what it is you want the experience to be, and
then work back to establish how you can navigate the
constraints you have – and actually deliver that.” For the
second group, it is harder to go in since there is a lack
of knowledge or cultural barriers to move from offer-
ing only products or services to a PSS offer. As Philips
CEO explained in the SDN conference 2010, moving
from being Product Oriented providers such as being
a producer of goods to having an integrated offer of
Product and Services is not easy. However, almost any
sector could be potential employer such as banking, mo- EXAMPLES OF COMPANIES WHO ARE POTENTIAL PSS DESIGNERS EMPLOYERS
bile services, hospitality brands. Successful cases can be
seen at Crowne Plaza Hotels and Resorts and SBK Ger-
many. Banking companies have explored this approach
latelly, another example is Washington Mutual Bank
[see Picture on the right] who tired to create a Pleasant
out-facing experience [Norman, 2011]. However, these
companies usually contract design studios while compa-
nies like Philips do have a in-house design team.
50 THE PSSD JOB MARKET](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-51-320.jpg)
![THE PSSD PSSD JOB MARKET
THE JOB MARKET
PSSD MARKET GOVERNMENT
As we have explained before, working for governmental
institutions is another option for PSS Designers since
the PSS approach could meet many ideals in terms of
designing for public good and services. However there
many big stops in many countries, coming from lack of
trust and knowledge of what a PSSD Professional can
do for them as well as design in general and the institu-
tion’s structures themselves (See Chapter 1). But some
examples show the public institutions and organizations
as potential work places. Design Council in the UK is
a common example, cross collaboration between Euro-
pean Union and several universities is another one such
as the one present in the SUSPRONET [Network on
Product Service Systems] project. Another highly rep-
licated example are the bike sharing services that coun-
tries’ governments are implementing. On the picture,
the example of Santa Fe, Argentina, bike sharing service
is shown.
EXAMPLES OF GOVERNMENT INITIATIVES WHO ARE POTENTIAL PSS DESIGNERS EMPLOYERS
THE PSSD JOB MARKET 51](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-52-320.jpg)
![THE PSSD JOB MARKET
PSSD MARKET IN ITALY
Designdirectory is the publication of reference which vice design. Even if defined by profiles, we can see the to external designers. In companies, particularly in tech-
describes in detail the design industry in this metropo- contamination of the different profiles throughout the nical offices, research and development departments but
lis, listing the firms, institutions, professional people, history of design in general and in Italy. Even the Aso- also in the supplier network there is a large reservoir of
bodies and associations in Italy, with an online search ciation of Industrial Design “is involved into products design operators that have different roles in the creation
engine www.designfocus.it. It is divided by Design design, services design, visual communication, packag- of products; from the conception of ideas to art direc-
Professionals (studios with in-house design teams, de- ing, interior design and in the design for the environ- tion, from technological and material scouting to solv-
sign constancies & freelance designers), Training and ment.” [ADI, 2010] ing technical and production feasibility problems, to
research, Design firms (Companies that work with de- end with the corporate and product communication.
signers in and out and The cultural system (exhibitions, As we have seen before, Italy is a particular home to PSS [Designfocus, 2006]
museums and publishing). The directory identifies 4 development, due to its history of design driven inno-
main professional profiles: the industrial designer re- vation and small industry interdisciplinary structure. t In the Milanese sector the role of “coordinator” of the
sponsible for the design of products and services and present, one in two companies that belong to ADI is in different networks: managing either the complementary
for corporate communication, the communication de- Lombardy. Milan design system is a reservoir of a mul- skills that are provided by actors supporting the project
signer who operates in the traditional graphics field but titude of professionals, some of whom operate in spe- itself such as artisans and modelmakres and the network
also in the changing world of multimedia, extending cific specialised fields, while most of them operate across that involves a regular relationship between the designer
across to photography, cinema and television; the inte- the fields mentioned above. They are design networks and other professionals who cooperate in the process
rior designer responsible for transforming indoor and made up of small professional offices that deal with dif- of enhancement of the product and its launch. History
outdoor spaces following the trends in the culture of liv- ferent parts of the design process and co-operate with teaches us that that the success of many important “de-
ing, working, free time and entertainment, but who also each other. These small offices usually employ about sign” firms in Lombardy is due to the indissoluble bond
operates in the urban sector and also deals in particular three to four people; the projects are often managed in between entrepreneurs and designers, to designers that
with the methods and places used to increase the visibil- co-operation with external collaborators as needed who have become entrepreneurs, or to entrepreneurs that
ity of products; the fashion designer who operates in enrich the working potential of the office. The relation- have shown the unique talent of being also designers.
the vast area of clothing and accessories. [Designfocus, ship established between designers and companies is in This particular managerial characteristic of the italian
2006] It is not surprising that the Product-Service De- most cases based on an external consultancy; sometimes designer, can be easily recognised in the education of the
signer is not listed as a main profile in the Italian design this involves stable relations which continue in time PSSD students at the Politecnico di Milano.
industry. As we have explained before, many times the where the designer is identified with the company and
PSSD has a strong and more recognizable background, vice versa; other times the relationship is with a number In total there are about 12.500 [3] offices and small
thus is listed under it, even if they develop PSS. How- of different designers generating a continuous enrich- firms in Italy that deal with design, out of 2386 subjects
ever it is interesting to notice that under the definition ment in terms of proposals and innovative capacity of counted at a national level, 1,024 operate in Lombardy
of the Industrial designer it is the responsibility of ser- the company. However a company does not only relate and 499 of these, i.e. 48.7%, operate in the province of
54 THE PSSD JOB MARKET](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-55-320.jpg)
![THE PSSD PSSD JOB MARKET
THE JOB MARKET
Milan. [3] The information was obtained from the data
by the Ministry of Economy and Finance for category
74.87.5, a part of code 74.20.C (excluding clusters that
deal with technical drawings for architecture) and the
3 clusters of code d 74.20.E of architects that declare
interior design, exhibit design/interior layout planning
and design of interior design accessories as their primary
activity. [Designfocus, 2006]
From the directory we have identified some design firms
like Pierandrei Associati [see Picture on the side] who
have the Product service System approach.
EXAMPLES OF DESIGN FIRMS IN ITALY WHO ARE POTENTIAL PSS DESIGNERS EMPLOYERS
Nooo
THE PSSD JOB MARKET 55](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-56-320.jpg)
![THE MILLENIAL INQUIRER PROFILE
The group of PSS designers, at least the ones coming this mind-set, many large firms are currently studying next job.
from the Ms in PSSD from Politecnico di Milano, are this conflict and are trying to devise new programs to 4. Change to benefit all: Millenials may be driving
part of the “Millenial Generation.” Millenials, an ab- help older employees understand Millenials, while at change, but the changes can benefit everyone. Consider
breviation for millenial generation, is a term used by the same time making Millenials more comfortable. For the good of your entire organization when responding
demographers to describe a segment of the population example, Goldman Sachs conducts training programs to Millenials’ ambitions.
born between 1980 and 2000 (approximately). They that use actors to portray Millenials who assertively seek
are also sometimes called the Net generation because more feedback, responsibility, and involvement in deci-
they don’t remember a time when there was no Inter- sion making. After the performance, employees discuss
net. Characteristics of the generation vary by region, de- and debate the generational differences they have seen
pending on social and economic conditions. However, played out.[Alsop, 2008]
it is generally marked by an increased use and familiar- For Millenials, ability shouldn’t be a problem to find
ity with communications, media, and digital technolo- jobs since they are motivated and innovative, well edu-
gies. They are described as optimistic, multicultural, cated and nimble. Millennials bring a new set of expec-
paradox, entrepreneurial, happy to try out new tations and sense of purpose to the workplace, but they
things, striving for experience, well-informed, want- need special attention. While salary is still a piece of the
ing to make their own experiences rather than fol- puzzle, personal growth and making a difference are just
lowing traditional paths. They are heavily dependent as important, especially when it comes to retention. At
on team work, and thus, when they come of age, turn the end of the day, a better fit benefits both sides of the
into the heroic team-working young people of a crisis. equation — setting up the company and the employees
In their middle years, they become the energetic, deci- for long-term growth. IDEO in their Patterns report,
sive, and strong leaders. [Strauss, 1992] The Millenials describes the following elements to attract Millenials:
are sometimes called the “Trophy Generation”, or “Tro- 1. Show your colors: Let applicants in on all your pas-
phy Kids,”a term that reflects the trend in competitive sions and perks. Black-box hiring doesn’t work for expe-
sports, as well as many other aspects of life, where mere rience-savvy, values-driven Millenials.
participation is frequently enough for a reward. Some 2. Rethink compensation: Define compensation as
employers are concerned that Millenials have too great broadly as Millenials do for a potential win-win. Millen-
expectations from the workplace.[Alsop, 2008] Studies nials aren’t saying, “Show me the money.”
predict that Generation Y will switch jobs frequently, 3. Engage through opportunities: Diverse experiences
holding far more than Generation X due to their great — ways to grow and learn — are a must for Millenials.
expectations.[Kunreuter, 2009] To better understand Show them the next challenge, before they’re off to their
THE MILLENIAL INQUIRER PROFILE 61](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-62-320.jpg)
![PSSD MARKET PROFILE
In order to understand the relation of Product-Service case it becomes a barrier at the encounter moment with the working possibilities. Either they go back to their
System designers and the current job offers in the mar- the employer to explain the profession and the specific countries or they search for where the companies with
ket, a matching of them was carried out. After looking at and general set of talents that they have. For the job pro- PSSD profiles are. Thus, as it can be seen in the next
many offers of design studios and other institutions, we viders, names become a confusion when looking at CVs mapping graphs where information from the POLIMI
compared the skills and tasks asked for in the job posi- where they can discard because of the lack of knowledge database is compared to the current location of sample
tion to existing CVs of PSS designers. This comparison or a focus on the “product” or “service” word, specially of the PSSDs based on a survey carried out for the re-
allowed us to understand that even if organizations don’t in environments where system and service design are not search.
ask for a “Product-service system designer”, they do ask known. It is important to understand and spread the
many times for their approach. Plus, we can see that the name and skills in order to have an clearer matching of
designers match the requested skills. Names don’t make profiles.
the skill set and design mythology but they can be bar- Another element that defines the Product-Service Sys-
riers for both segments: the job seekers and the talent tem designers at Politecnico di Milano is the wide rage
seekers. For the first group, is a matter of understanding of countries of origin and their journey which can also
how the companies look for people for instance apply- be followed by their profile. Many times they have trav-
ing directly by company if then know them or searching elled for their studies, obviously being Milan a stop for
for other positions that ask for a similar profile. In any the PSSD program. Other times the relocation is due
<
<
MATCHING PROFILES
<
<
The job post by Seren [service design consultancy] in
2009 searches for User experience consultants. Even if
they do not look for PSSDs, it is easy to match in the
shown CV of a 2007 POLIMI PSSD graduate the re-
quirements and skills asked for.
62 PSSD MARKET PROFILE](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-63-320.jpg)
![POLIMI PSSDs PLACEMENT
NUMBER OF PSSD INTERNSHIP PLACEMENT BY TYPOLOGY [POLIMI Report 2009] WHAT KIND OF WORK DO PSSDs DO?
COMMUNICATION DESIGN
37 9
FREELANCE
INTERNSHIP
PSSD
3 PHD 4
WORK
INTERNAL
7 2 Communication design
PROFESSIONAL PROFESSIONAL
8
20 6
STUDIOS STUDIOS
Product design
FIRMS FIRMS 4
Service design
2
ARE PSSDs WORKING NOW? AND WHERE? HOW DID THEY FIND THE CURRENT JOB?
Architecture / Interior design / Retail design
Job agency/online board
6
67% are working
NOTE
POLIMI
University services Fashion Design
0
Other Cities
in MILAN
Report 2009 Company job posts
shows almost Interaction design
100% of the Family / Friends 1
33%Not working at
Home City
graduates are
employed, the
survey realized
Own initiative Research
the moment
for this study,
4
Other
gives a differ-
Design Education
ent result. 0 3 6 9 12 15 18
2
ON A SCALE OF 1 TO 5, HOW SATISFIED ARE PSSDs WITH THEIR CURRENT WORK POSITION? Other
2
7% VERY DISSATISFIED
0 2 4 6 8
5% SOMEHOW DISSATISFIED
21% NEITHER SATISFIED NOR DISSATISFIED NOTE
Due to the multidisciplinary approach, respondents could choose more than one area. It is remark-
17% SOMEHOW SATISFIED able most people had designed communication, as complementary or main job even if they had
not a background on that sector, which gives a similar insight as what is was shown in the previous
12% VERY SATISFIED chapters when talking about PSSD Projects.
68 POLIMI PSSDs PLACEMENT](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-69-320.jpg)
![On the left: Snapshop of interactive GoogleMap of members of TheFlock [see design proposal]. The complete map of PSS designers cannot be shown due to privacy matters. On the right: Snapshop of interactive GoogleMap of PSSD related companies.
On the left: Snapshop of interactive GoogleMap of members of TheFlock [see design proposal]. The complete map of PSS designers cannot be shown due to privacy matters. On the right: Snapshop of interactive GoogleMap of PSSD related companies. 71](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-72-320.jpg)
![PSS DESIGNER
FIRM
72 On the left: Snapshop of interactive GoogleMap of members of TheFlock [see design proposal]. The complete map of PSS designers cannot be shown due to privacy matters. On the right: Snapshop of interactive GoogleMap of PSSD related companies.](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-73-320.jpg)
![LINK COMMUNICATE NETWORK
A vast offer of services to communicate and network does not guarantees strong and lasting links. From social networks to professional
networks and personal communication initiative, people try to find ways to connect. The balance between specific and open platforms
where everyone can do everything,: connect colleges, friends and family, talk about work, love and life has pros and cons. Centralizing
makes life easier due with the great amount of information we manage. However, not all environment is good for all exchange due to
privacy and functionality needs. Even if borders tend to blur, there is a need to further explore the right balance. In networks built from
a common beginning such as the students and staff of PSSD from Politecnico di Milano, the connections become real in the classroom
and the activities to network are related to the everyday tasks. Thus, there is a passage from the real world to the virtual communication.
[1] http://www.flickr.com/photos/paniccia/5176279141/
78 LINK COMMUNICATE NETWORK](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-79-320.jpg)
![wide rage of services
design council uk
open ideo service design network
scad alumni design management institute
pratt alumni international design studio
design hub open architecture
edge amsterdam open simsim
desis veel
general design domain
specific design domain
design thinking network global service jam
d.news social innovation exchange
promote design
design matters
open design research
meet my project suspronet
DESIGN PROPOSAL POSITIONING
design and design
the student design association
These tables describe the positioning of the 29 case stud-
service by design
ies that where selected and analysed in the booklet. They
service design netwerk are mapped in relation to the categories of analysis, as
dg network absolute values in each quadrant for easier reading even
if the differ in value. They allow us to hypothesize the
servicedesigning
positioning of the design proposal, seeing which are the
cases that lay on the selected area [marked in pink].
service specific
wide rage of services 93](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-94-320.jpg)
![IDENTITY COMMUNITY COWORK
From the needs and opportunities identified in the research, some guidelines are drawn for a design project, starting from the question: How
might we empower Product-Service System [PSS] Designers along their pre and professional experience to build new opportunities?
The main keywords framing the brief are Identity, Community and Cowork. Identity: there is a need to promote the identity of these particular
group of designers who find themselves lost when trying to explain to the world their potential. Their identity as a talented international multi-
disciplinary 360 degrees design network is an asset that hidden and without a clear space to refer to, it looses strength. Size matters. A coherent
identity structure, small, is important to build on trust and initial identity. However, growing in number enriches the network itself with more
knowledge and chances for collaboration. Plus, the quite majority energized the rest. Community: this group of designers are born from a par-
ticular segment who are distributed but somehow connected by passed experience and knowledge. Thus, there is a need to create a real commu-
nity to link the dots using the underlaying common values and language to foster relations. The asset of the proposal is that the lead-users have
been identified and their behaviours’ analysed. Thus, the incentives to socialize and participate to keep the community alive have been identified.
The social connections boost the professional one bringing closer the possibilities to create a functioning alumni/professional network. Cowork:
designers and organizations are seeking for opportunities to innovate and move ideas forward. Crowdsourcing is an opportunity to become more
competitive and enable new work partnerships. The research shows that both the design community and the companies are looking for new
sources to cowork. The rules and ways to collaborate need proper definition to value to knowledge and copyrights, balancing financial and reputa-
tion rewards. Promoting tangible successful outputs of collaborative work as well as an active participation through online feedback are together
two key elements to establish a strong and lasting hub and increase the attractiveness of new and current members.
[1] http://www.flickr.com/photos/paniccia/5176279141/
98 IDENTITY COMMUNITY COWORK](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-99-320.jpg)
![CONCEPT GENERATION
effort
hard sl
ogs
PUBLIC PSSD
MOB CO CIATIO
N
D-ACTI
VIST CO WORKN TUR E ASSO
BE PUB
MMUN
PSSD OP ITY ITY major
ERVIC
ES S TRUC
NITY S
LISHED EN STUD
IO
ING C
OMMU
BE CAL THINK PSSD
DESI
PASS IT GN YOUR NEX
ON POST T JOB
LED PSSD
WIKI CLASS
BLOG
ING PSSD
PSSD
R&T LA PSSD HOW
TO?
B
ENTS
MAP
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work WARM IDEAS
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STUD
PSSD rnat ional the T-MEN RY
e inte the M
ap of TOR CO
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out st JOBIN
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peak
nectio
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IS FINDIN
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thinki
THIN
ntat PSSD CO R
eprese ionals
in the PSSD
ITY MENTO LET’S
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rofess pertise n L CLUB
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SS
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t it ap ARM UP The Busi APER
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del Can EST
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qu ers Designed UT
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for: DE
SSIGNER
THECO
imp
Key Ac act
S ASOC
ST
. BOOK
HIRE IGN
Who are
DENTS
S/
SDES
Who are our Key Partn
Which Key key supp ers?
tivities OD
our
R STU PSSD MYGO PS
C
Which Key Resources are liers?
S / FO
OL
Activities we
motivation
do partnacquiring from Designed
ST
Optimizat s for partnershi
What Key
by:
RVICE
ers perfo partners?
Value Pr
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![CONNECT
PROFILES / TEAMS / GROUPS / JOBS / INSIDE relays in both to work, and the bigger database and more
The Flock offers the opportunity to connect with PSSD expert knowledge managed the better.
thinkers, both designers and firms or organizations The online platform is the main touch point to connect,
through an online platform, in the first stage. Members however since the use of the platform starts at school
can connect through profiles [PSSMap], they can con- the virtual connection profits from the real connection,
nect to team up [Co-Mentor Minds] they can connect building on top of the students’ practical needs to study
to jobs [Pass it on jobs] and they can connect inside a and socialize. TheFlock provides a solution to the dif-
subcommunity (Polimi all in 1). ferent needs to connect from the closest classmates, to
Connecting PSS designers is the first step to building companies for work, to mentors for thesis, to partners
the community to have stronger identity and be a refer- for jobs.
ral point for members and visitors interested in PSSD. On the other side, companies or organizations looking
These are the first segment whose lead users come from for these kind of talents all around the globe can con-
Politecnico di Milano to be extended to other similar in- nect and browse through the site for inspiration. The
stitutions or networks. The second segment are the sub- database becomes the greatest value of the platform on
scribers (firms, organizations or individuals). The system this set of services.
112 CONNECT](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-113-320.jpg)
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S COWOR K
WORKS & IDEAS POST-IT
PSSDMAP HOW MIGHT APERITIVO
WELCOME PAGE LOG IN
Upfront, new users can share a How might we...idea A direct link to the different users ( [PSS] designers
to incite the participation. If it is a new member it & firms/organizations) indicates the different actors.
will not be featured on home but go to the gallery. Take a tour! goes to a about us video for newbies.
Rolling over the circles down an image of a featured Members can log in and new users can sign up on
member, idea, event appears, & goes to the section. the top navigation bar, POLIMI has a direct tab.
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GROW GROW
LOOKING FOR PEOPLE ARE YOU LOOKING FOR A
THAT GET YOU? 360 DESIGNER?
PSSDMAP PSSDMAP
TheFlock is the place to connect with Product-Service System designers around the world to TheFlock networks Product-Service System designers. If you are looking for 360 degrees
co-work and be found by employers looking for PSSD. Join at theflock.eu! talent for your company or project, meet us at theflock.eu!
The
Product-Service System Designers Connected
The
Product-Service System Designers Connected
[1] [2]
SERVICE COMMUNICATION
Virtual advertising published on theflock Facebook
page, partners’ sites and mailing lists to approach
former students [1] and companies [2], printed
posters versions to attract current students [1] and
companies [2].
ABOUT 2 SIDED 117](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-118-320.jpg)
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M INDS
MENTOR
INDS
CO CO
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Team up with a graduate mentor to get direct follow up in your project or partner with a Team up with a graduate mentor to get direct follow up in your project or partner with a
co-work group to design. Update your profile to participate at theflock.eu co-work group to design. Update your profile to participate at theflock.eu
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The
Product-Service System Designers Connected
[1] [2]
SERVICE COMMUNICATION
Virtual advertising published on theflock Facebook
page, design.polimi.it and mailing lists to promote
peer to peer mentoring [1] and co-design teaming
[2]. All the services’ ads use the real potential mem-
bers [e.g. PSSD students] to engage the audience.
CONNECT TO TEAM UP 121](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-122-320.jpg)
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Warm up for newbies, Your class & subject Blog & PSSD Wikis Groups at theflock.eu!
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The
Product-Service System Designers Connected
Product-Service System Designers Connected
[1] [2] [3]
SERVICE COMMUNICATION
Virtual advertising published on Facebook page and
mailing lists to promote targeted to students partici-
pation on wikiguides and job-search [1], targeted to
future students [2]. Video on Facebook and site [3]
CONNECT INSIDE 125](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-126-320.jpg)
![Francesca Jakin
Curriculum Vitae
CONNECT COMMUNICATION
PERSONAL INFORMATION
Place and date of birth:
Cormòns, Italy, 09.02.1983 The The
Product-Service System Designers Connected Product-Service System Designers Connected
Citizenship:
Italian
Address:
Gutbrodstraße 42
70193 Stuttgart, Germany [1] [2]
Mobile: +49 (0)163 244 86 04
Email: francesca.jakin@gmail.com
Web: www.francescajakin.eu
The
Product-Service System Designers Connected
EDUCATION
The
12/2007 Master Degree in Product-Service-System-Design, Politecnico di Milano, Italy Product-Service System Designers Connected
(Final grade: Excellent-110/110); Member: theflock.eu
2005/2006 2 semesters exchange at the International School of Art and Design in Helsinki within the
Medes (Master of European Design) program; I frequented the Strategic Design Department [3]
with a focus on User Inspred Design.
07/2005 Bachelor Degree in Industrial Design, Politecnico di Milano, Italy
(Final grade: 100/110);
2004/2005 2 semesters exchange at the Koeln International School of Design, Germany, within the
Medes (Master of European Design) program;
2002-2004
CV MARK Milano,Italy, BA Studies in Industrial Design;
Politecnico di
CV MARK BENEFITS
1998-2002
Members can addwith Slovene study language “J.Vega”, Italycv, Grade 90/100);
Technical High School
TheFlock logo/sticker to their (Final For the community is it a way to promote it and
showing membership [1], showing that they have becomes a point to refer to understand what is
WORKING EXPERIENCE
hosted an event [2] or that they have participated PSSD. For the member and the company it adds
05/2009-01/2010 frog design, Herrenberg: Design Research Intern
in an event hosted by other companies [3]. They all
Clients: value since the member is part of extended highly
show theKorean consumer electronics company: userthe mem- and mapping based
- Leading different skills and add value to research analysis talented network. TheFlock can become the host of
on user-centred methods, concept and scenario generation for hardware and software
ber’s cv. Thevisual Design, project documentation from the
products, UI mark is available to download the company’s Post-it aperitivo, lowering costs.
site, stickers can producer: field research, participatory design sessions, design for user
- Leading packaging be exchanged by points.
resarch probes, design and administration of the project blog (ongoing project)
04/2008-05/2009 yellow too, Pasiek Horntrich GbR, Berlin: Communication Designer
Clients: CONNECT COMMUNICATION 127
- BMW Group: corporate identity, event and exhibition design, concept and layout for the
BMW 7 Series Dealer Drive Event](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-128-320.jpg)
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Dalibor Porcic Suthapa Pruksapong Sarah Thenot
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LINKS
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http://www.sustainable-everyday.net/
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GALLERY OF WORKS & PROJECTS THE BEST PRINT OUT CONTEST
Members upload their projects to the gallery as a It is an incentive to create the gallery and promote
way to participate and promote what PSSDs do the member’s work as well as the community in the
through examples. People can refer to and contact private sector; another way to connect. Where the
directly the author if interested. Uploading, benefits best & most voted projects are set to a download-
the whole community even if it is not print out. able book & print out which can be bought.
132 INSIGHTS GALLERY](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-133-320.jpg)
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THE BEST THE BEST THE BEST
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From a gallery of Product-Service System Design good ideas, featured works selected by From a gallery of Product-Service System Design good ideas, featured works selected by From a gallery of Product-Service System Design good ideas, featured works selected by
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Product-Service System Designers Connected
The
Product-Service System Designers Connected
The
Product-Service System Designers Connected
[1] [2] [3]
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Virtual advertising published on Facebook page and
mailing lists to promote the uploading of projects
and works to the gallery for members [1], [2] & [3].
134 INSIGHTS GALLERY](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-135-320.jpg)
![POST-IT APERITIVO WHERE
The Post-it Aperitivo workspace must offer food or snacks and a comfortable place to way theFlock shows the city their thinking which can be done anywhere and in an spon-
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It can offer screens or projectors if needed. The Post-it Aperitivo workspace it is inspired often, spreading the service offer every time they co-work at a bar, getting also insights
on the after-hour in Milan, where bars offer free food/snacks when the customer pur- from the people around and the urban life. So, it is always a bar? Even if there are many
chases a drink. It is usually served from 7-10 PM and it is the place where workers go interesting options in the world, the event can be carried out in universities’ facilities,
before heading home and where many youngsters dinne on a night out. Even if this offer firm’s offices or private homes, a public square as in a picnic [like the one proposed by
is very local, the habit is common on the rest of the world. But, why a bar? The idea is the member Daniel Metcalfe, named “Post-it Picnic” - see page 152], museums’ bars or
to provide a space in any city where people who don’t necessarily know each other can co-working spaces like The Hub, which has spaces in several cities worldwide.
mingle in a more relaxed atmosphere than a closed doors typical office. Food is the con-
[1] TipandCoffee Bar, Milan [2] Copenhagen University Bar [3] Design Library, Istanbul [4] The Hub, Amsterdam [5] Wright-Guggenheim
versation starter previous to brainstorm and feel comfortable to share ideas. Plus, in this Museum, New York [6] ROW Design Studio, Mexico city.
[1] [2]
140 POST-IT APERITIVO WHERE](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-141-320.jpg)
![[3] [4]
[5] [6]
POST-IT APERITIVO WHERE 141](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-142-320.jpg)
![Would you like to host a Post-it Aperitivo in your city?
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“POST-IT APERITIVO HOST” FLOCKIE POST-IT APERITIVO INVITATION SWAPPING BOOKMARKS
Once a member decides to host, he/she receives the All participants receive an invitation to the event which This elements are designed to encourage the connection
“Post-it Aperitivo Host” Flockie along with the rest of the data, location and topic. It must be printed and pre- through swapping resources. They are designed to be
the kit. The flockie picture, after shaped, can be dis- sented at the event if the hosts desires it. It has a QR printed by hosts & participants to keep track of books
played as the member’s profile avatar to promote the code that can be checked for security. It is sent automati- exchanged during the event. 1 for the borrower and 1
event. For the host, it is a simple DIY toy and award cally but the host can access the document, customize it for the lender. It has space to fill in the names of the
that can be displayed in the office. A4 sheet. and send it directly to invited ones. A4 sheet. different users, so people can check who has read before.
POST-IT APERITIVO TOOLKIT 143](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-144-320.jpg)
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FROM A. OSTERWALDER’S BOOK “BUSINESS MODEL GENERATION”
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HOST’S NAME
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HOW MIGHT WE INCLUDE NEW PARTNERS FOR A WIN-WIN SOLUTION?
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SCENARIOS
... ...
HOW MIGHT WE REDESIGN THE SYSTEM’S LIFE CYCLE?
03
05
07
BUSINESS WIN SOCIALLY COHESIVE
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... ...
<P >S / SUSTAINABLE TECHNOLOGICALLY FEASIBLE
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ADD YOUR OWNS ADD YOUR OWNS
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POST-IT APERITIVO GUIDE / PRESENTATION GUIDELINES BRAINSTORMING TABLECLOTH
The guide is a conversation starter to keep the flow of the event with steps but fol- This paper tablecloth is a tool where participants can write, draw, etc.
lowing the host’s thoughts. Along with a short presentation with the quest and back- It will set the environment and focus the meeting. It is a document to
ground, the guide is a document that the host will collect after with useful informa- register and to be collected by the host after. It can be download it and
tion for the future. It is sent to the host who can use, remix, add, delete or change as customized to be printed or drawn on a piece of paper with the size of
desired. To be printed on A4 and fold it, so participants follow 1 page at a time. Each the workplace’s tables. An A4 template is provided to allow tracing. One
table should receive one guide. The content is based on several design techniques. tablecloth should be set on each table.
144 POST-IT APERITIVO TOOLKIT](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-145-320.jpg)
![USERS
[1] [2] [3] FUTURE [PSSD] STUDENT
Enrique, just enrolled in Ms. in PSSD at POLIMI, is looking for information
on the course and to connect to people while he is still in Mexico. [1]
CURRENT [PSSD] STUDENT
Sogand, is looking for insights and resources on a current school project from
POLIMI in Milan and is looking for an internship opportunity. [2]
[PSSD] GRADUATE
Rogier is working in London on a service design company and would like
to find partners for the future, past friends & publicize his current work. [3]
[4] [5] [6] [PSSD] PROFESSOR
Fabrizio, teaches at POLIMI, looks for a space to communicate with the com-
munity not only academically but also about his thoughts and works. [4]
[POLIMI] STAFF
Carolina, office staff at POLIMI, uses the network to communicate to the
POLIMI community experience facilitating information & events. [5]
[DESIGN] FIRM
Antonio, architect, looks for innovative system thinking talents and inspira-
tion for new pet projects for his studio, who could become interns. [6]
[7] [8] [9] [NON GOVERNMENT] ORGANIZATION
Florencia, ONG consultant is looking for feedback and resources to apply
PSS approach to public services on her current job. [7]
INDIVIDUAL [SKILL] SUBSCRIBER
Vincenzo, management engineer, would like to share his expertise to team up
with PSS thinkers to explore new business opportunities. [8]](https://image.slidesharecdn.com/theflockmathesis-120807085342-phpapp01/85/The-flock-Book-PSSDMaster_thesis-147-320.jpg)
Uploaded byYanina Guerzovich
The flock Book PSSDMaster_thesis
This document provides an introduction and methodology for a thesis project that aims to empower Product-Service System (PSS) designers. PSS combines products and services to deliver functionality in a more sustainable way. The project seeks to address challenges PSS designers face in their studies and careers in applying these skills. It does so through participatory research with PSS designers at Politecnico di Milano to understand their needs and identify opportunities. The goal is to answer how these designers can be empowered along their pre-professional and professional journeys to create new opportunities.
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Similar to The flock Book PSSDMaster_thesis
The flock Book PSSDMaster_thesis
- 1. THE FLOCK Product-Service SystemDesign Connected YANINA GUERZOVICH
- 2. Faculty of Design Master in Product Service System Design THE FLOCK A service system that connects Product-Service System Design Thinkers to promote the profession and build opportunities for collaboration Tutor: Valentina Auricchio Co-tutor: Cesare Griffa Author: Yanina Guerzovich Matr. 735147 A.A. 2010/2011
- 3. ABSTRACT ENGLISH With a highly competitive market in the race for innovation which shifts from manufacturing to the provision of information and services, the need to find business alternatives as well as solutions to build a more sustainable soci- ety has increased. In this context, design has expanded its domain to fit the challenge. Product-service system design [PSSD] provides combined systems of products and services to deliver user functionality in a way that reduces the impact on the environment. Acknowledging the value of PSSD, this thesis aims to build tools to spread this win- win approach which reveals a growing international interest. In order to reach this objective, a community-centered project was carried out, focusing on the Product-Service Designers from Politecnico di Milano, as lead users and ambassadors of the approach to spread its scope. This group is characterized by a high selection of talents, internationality and multidisciplinarity to approach complex problems. However, as professionals of a new discipline which is shaped as it grows, they encounter challenges along their journey to apply the PSSD skills. From the students’ perspective, there are gaps that could be better supported. From the market’s perspective, there is lack of information about the profession and a cultural change is necessary to move to Product-Service System thinking. PSS designers try to adapt in a competitive market to the available opportunities offered, facing many difficulties. From this scenario, this thesis seeks answers to the following question: how might we empower Product-Service System designers along their pre and professional experience to build new opportunities? An ethnographic participative research contrasted with available literature and an analysis of current trends, allowed us to identify insights and opportunities to create a solution that balances group and individuals’ needs, desires and relationships. Additionally, the trends on how people link, communicate and network show us that social capital becomes crucial and the need to move to alternative dedicated solutions that enhance entrepreneur behaviours and tangible connec- tion for open collaboration. Adding the analysis of similar designers’ communities to learn about good practices, The Flock, a proposal of a service system was drawn to address the question. The Flock is a hub that connects and represents Product-Service System Design Thinkers to promote the profession & professionals, creating opportuni- ties to share, get feedback, co-work and collaborate with firms & organizations. It has two main touchpoints: an online platform and an event for work collaboration, each one with supporting products and services to enhance the community’s activities. The Flock offers several strategies, which were successfully prototyped, to give a voice to the members and to build new opportunities for professional development, opening the doors to flood the PSS approach locally and globally. 2 ABSTRACT ENGLISH
- 4. ABSTRACT ITALIAN Con unmercato altamente competitivo in gara per l’innovazione che si sposta dalla produzione di beni alla for- nitura di informazioni e servizi, la necessità di trovare alternative di business così come le soluzioni per costruire una società più sostenibile è aumentata. In questo quadro, il design ha ampliato il proprio dominio per adattarsi alla sfida. Product-service Sistem Desgin [PSSD] fornisce sistemi combinati di prodotti e servizi per fornire funzionalità agli utenti in modo da ridurre l’impatto sull’ambiente. Riconoscendo il valore del PSSD, questa tesi si propone di costruire strumenti per diffondere questo approccio win-win che rivela un crescente interesse internazionale. Per raggiungere quest’obiettivo, è stata effettuato un progetto centrato in una comunità, concentrandosi sui Prod- uct-Service Designers del Politecnico di Milano, nel ruolo di utenti pionieri e ambasciatori del approccio per diffondere la sua portata. Questo gruppo è caratterizzato da una selezione elevata di talenti, internazionalità e multidisciplinarietà per affrontare problemi complessi. Tuttavia, essendo professionisti di una nuova disciplina che prende forma nella misura in cui si sviluppa, incontrano difficoltà lungo il loro percorso per applicare le competenze di PSSD. Dal punto di vista degli studenti, ci sono lacune che potrebbero essere supportate meglio. Dal punto di vista del mercato, vi è una mancanza d’informazioni sulla professione ed è necessario un cambiamento culturale al modo di pensare in termini di PSSD. Designers PSS cercano di adattare in un mercato competitivo alle opportunità offerte, affrontando molte difficoltà. Da questo scenario, questa tesi cerca risposte alla seguente domanda: come possiamo potenziare ai Designers di PSS lungo la loro esperienza pre-professionale e professionale per costruire nuove opportunità? Una ricerca etnografica partecipativa, insieme a un confronto con la letteratura disponibile e un’analisi di tendenze attuali, ci ha permesso di identificare visioni e opportunità per creare una soluzione che bilanci bisogni collettivi e individu- ali, desideri e rapporti. Inoltre, le attuali tendenze su come le persone collegano, comunicano e creano reti mostra il divenir cruciale del capitale sociale e la necessità di passare a soluzioni alternative specifiche che promuovono i comportamenti imprenditoriali e una connessione tangibile per una collaborazione aperta. Aggiungendo l’analisi di simili comunità di Designers similari per imparare le buone pratiche, The Flock, una proposta di un sistema di servizi è stata elaborata per affrontare la questione. The Flock è un hub che connette e rappresenta Product Ser- vice System Design Thinkers per promuovere la professione e i professionisti del settore, creando opportunità per condividere, ottenere feedback, co-operare e collaborare con le imprese e organizzazioni. Ha due punti di contatto principali: una piattaforma online e un evento di collaborazione di lavoro, ognuno con il supporto di prodotti e servizi per migliorare le attività della comunità. The Flock offre diverse strategie, che sono state prototipate con suc- cesso, per fornire attrezzi e costruire nuove opportunità di sviluppo professionale per i membri, aprendo le porte a propagare l’approccio PSS localmente e globalmente. ABSTRACT ITALIAN 3
- 5. WHERE I’M STANDINGRIGHT NOW start local, scale global think small and possible balance optimism & realism design is NOT a linear process trust in the we and sharing economy think doing & think trying & trying again co-work, team up with colleges and people designing is about decision making, take them people make happiness & creativity come closer to stay start with a vision to do good, listen and observe to move forward make everything worth making it, share it, learn from it, make it real today I want to make something that could be useful and real for the future of people like me WHERE I’M STANDING RIGHT NOW 4 WHERE I’M STANDING RIGHT NOW
- 6. THE QUESTION How mightwe empower PSS Designers along their pre & professional experience to build new opportunities? THE QUESTION 5
- 7. TABLE OF CONTENTS INTRODUCTION 8 INTRODUCTION & METHODOLOGY 9 1 FROM PSS THEORY TO PSS DESIGNERS 11 2 FROM PSS STUDENTS TO PSSPROFESSIONALS 45 3 FROM SPREADING IN TO SPREADING OUT 77 1.1 INTRODUCTION to PSS DESIGN 12 2.1 THE [PSS]D JOB MARKET 46 3.1 LINK COMMUNICATE NETWORK 78 1.1.1 PSSD by the BOOK 14 2.1.1 PSSD MARKET ENTRANCE GATES 48 3.1.1 POLIMI PSSD SPREADING IN 80 1.1.2 FROM TANGIBLES TO INTANGIBLES 16 2.1.2 PSSD ENTRANCE GATE: COMPANIES 50 3.1.2 POLIMI PSSD SPREADING OUT 82 1.1.3 PSS DESIGN IS A 360 APPROACH 18 2.1.3 PSSD ENTRANCE GATE: GOVERNMENT 51 3.1.3 POLIMI PSSD COMMUNICATING PSSD 84 1.1.4 PSSD, AN APPROACH TO SUSTAINABILITY 20 2.1.4 PSSD ENTRANCE GATE: END-USERS 52 3.1.4 POLIMI PSSD LINKING 85 1.1.5 PSSD FOR GOVERNMENTS & PUBLIC SECTOR 22 2.1.5 PSSD ENTRANCE GATE: DESIGN STUDIOS 53 3.1.5 INSIGHTS: SWOT 87 1.1.6 PSSD, INNOVATION ENGINE FOR COMPANIES 24 2.1.6 PSSD MARKET IN ITALY 54 2.2 HOW DO OTHER DESIGNERS’ COMMUNITIES 1.1.7 PSSD METHODOLOGIES & TOOLS 26 2.2 POLIMI PSSD STUDENT’S JOURNEY 56 LINK, COMMUNICATE & NETWORK? 88 1.2 PSS DESIGNERS at POLITECNICO DI MILANO 28 2.2.1 THE MILLENIAL INQUIRER PROFILE 61 2.2.1 CASES AND TRENDS BOOKLET 89 1.2.1 PSSD by POLIMI PROFESSORS 29 2.2.2 PSSD PROFESSIONAL PROFILE 62 2.2.2 ON NETWORKS AND COMMUNITIES 90 1.2.2 PSSD at POLIMI 30 2.2.3 MAPPING POLIMI PSSDs 64 2.2.3 CASE STUDIES SUMMARY 92 1.2.3 PSS DESIGNERS at POLITECNICO DI MILANO 32 2.2.4 POLIMI PSSDs PLACEMENT 68 2.2.4 TRENDS SUMMARY 94 1.2.4 PSSD by POLIMI STUDENTS 34 2.3 OUTPUT & OPPORTUNITIES 70 2.3 CONCLUSIONS 96 1.2.5 PSSD by POLIMI STUDENTS’ PROJECTS 38 2.3.1 MAPPING & DIRECTORY 71 1.3 OUTPUT & OPPORTUNITIES 41 2.3.2 INSIGHTS: SWOT 76 1.3.1 MANIFESTO 42 1.3.2 INSIGHTS: SWOT 44 6 TABLE OF CONTENTS
- 8. TABLE OF CONTENTS 4FROM VISIONING TO PROTOTYPING 97 4.1 IDENTITY COMMUNITY COWORK 98 4.2.16 BUSINESS MODEL 162 4.1.1 POSITIONING & ANALYSIS 100 4.2.17 ROLES & ACCESS 164 4.1.2 CONCEPT GENERATION 102 4.2.18 PROTOTYPE EVOLUTION 168 4.1.3 COLLABORATIVE DESIGN 104 4.2.19 IMPLEMENTATION STEPS 169 4.2 PROJECT PROPOSAL: THE FLOCK 106 4.2.20 PROPOSAL EVALUATION 170 4.2.1 VALUES 108 4.2.21 WHAT’S NEXT 173 4.2.2 VISION & NAME 109 4.3 FINAL REFLECTION 174 4.2.3 MAIN SERVICES 110 4.2.4 MAIN TOUCH POINTS 111 4.2.5 CONNECT SERVICES 112 REFERENCES 4.2.6 ONLINE PLATFORM 114 BIBLIOGRAPHY 176 4.2.7 CONNECT COMMUNICATION 125 IMAGE INDEX 178 4.2.8 FIND & SHARE INSIGHTS SERVICES 130 GRAPHICS INDEX 180 4.2.9 FIND & SHARE INSIGHTS COMMUNICATION 134 4.2.10 FIND & SHARE INSIGHTS SYSTEM MAP 135 4.2.11 CO-WORK EVENT & SERVICES 136 4.2.12 CO-WORK SYSTEM HOW 138 4.2.13 CO-WORK TOOLKIT 142 4.2.14 USERS 146 4.2.15 SCENARIOS 148 4.2.16 THEFLOCK HOW - SYSTEM MAP 159 4.2.17 BENEFITS 161 TABLE OF CONTENTS 7
- 9. INTRODUCTION In the last 3 decades, the economic basis of western nations has changed dramatically However, as professionals of a new discipline which is being shaped as it grows, they from manufacturing to the provision of information & services. Moreover, the highly encounter challenges during the study period and after, to apply the PSSD skills. Due to competitive market races to find business alternatives to innovate. Adding the increased the newness of the approach, professionals need to adapt to the available opportunities focus on sustainability to fight hiper-consupmtion and, on experiences to centre the that the market offers. Competition is tough in the design sector, in general, with more solutions on people, design has expanded its domain to fit the challenge. Product-service students leaving design education than there are jobs to receive them. This work tries to system design [PSSD] is a relatively new discipline born to give answer to this con- understand the difficulties that this group faces in relation to their professional identity text, from the theory of Product-Service Systems [PSS] which combines in a system and activity, spotting insights for design innovation. product(s) and service(s) to deliver user functionality in a way that reduces the impact From this scenario, this thesis wants to answer the following question: how might we on the environment. Even if Product-Service Systems are not new to the world, its empower Product-Service System designers along their pre and professional experi- interests grows with the need of more sustainable and responsible behaviours of com- ence to build new opportunities? To give answer to this quest, the thesis is divided in panies, governments and users. The United Nations Environment Programme’s and four chapters organized in relation to the PSS designer journey. Starting from the users, the recurrent academic research shows the valorisation of the concept as an opportunity it converges from the background theory to the people’s needs opening to macro analysis for sustainable solutions. In addition, the “Millenial Generation” who fosters the new of trends and new literature based on the opportunities found. The participation of the trends of collaborative consumption powered by new mechanisms for virtual and open addressed group crosses all phase of the project, in order to create a solution that strikes collaboration gave a big push to propagate this strategy. a balance between complex system of needs, desires and relationships shared well as the With this picture in mind and acknowledging the value of PSS as an option for unlink- single requests of each member. The first three chapters are the research. The methodol- ing economic growth and environmental impact for companies, organizations and users, ogy is based on 3 connected lines of activities: a literature review and desk research, an this thesis aims to build tools to spread this win-win approach. ethnographic research spread along the chapters and, the analysis of trends and similar In order to approach this objective, a community-centered project was carried out, fo- case studies. The first chapter goes from the PSS theory to the definition given by the cusing on the specific group of people who share this common background (study expe- PSS designers from Politecnico di Milano, in order to build an updated definition of rience and language) and common future visions: the Product-Service Designers from the profession by the designers’ point of view. The second chapter transits from the stu- Politecnico di Milano, as lead users. In 2005, the Master in Product-Service System dent to the professional experience to understand the different entrance gates to the job Design was born in this academic institution with a growing number of Product-Service market and the obstacles faced. The third chapter focuses on how the designers spread System cases in the world, a specific methodology and the development of design ap- in and out, with an analysis of how they and other communities link, communicate and proaches such as Design for Sustainability. Having the PSS theory and design thinking network. This chapter set the framing trends for the design proposal development. All as its base, a new group of the designers are formed and placed in market now. This the chapters present outputs and an analysis of Strengths, Weaknesses, Opportunities group is characterized by their high talent selection, internationality and multidiscipli- and Threats [SWOT] which will serve as inputs for the project proposal. Finally, the narity to approach complex problems. Even if they are limited in number, these charac- last chapter shows from the visioning process to the prototyping phase of the proposed teristics bring opportunities to empower them as lead ambassadors of the approach to design solution to boost the profession and professionals creating new doors to flood the promote the scope around the globe. concept on a local and global basis through new opportunities. 8 INTRODUCTION
- 10. METHODOLOGY FROM PS SD S ERS TUD ESIGN EN SS D TS TOP TO RY PS EO S P TH SS RO FE P OM SS FR ION AL S PSS THEORETICAL BACKGROUND PSSDS JOURNEY & PLACEMENT PSS DESIGNERS DEFINITION 1 2 PSSD JOB MARKET PROJECT DEVELOPMENT & PROTOTYPE 43 HOW PSSDS LINK COMMUNICATE & NETWORK PARTICIPATORY CONCEPT GENERATION TUDIES & CASE STUDIES & TRENDS RESEARCH S RESEARCH FR OM SP RE AD G IN IN IN G YP TO OT SPR OT EADI PR NG OUT G TO IONIN ETHNOGRAPHIC RESEARCH FROM VIS DESK & LITERATURE REVIEW CASES & TRENDS RESEARCH DESIGN METHODOLOGY 9
- 11. ‘I am whatI am because of who we all are.’ Leymah Gbowee
- 12. 1 FROM PSSTHEORY TOPSSDESIGNERS FROM PSSTHEORY TO PSSDESIGNERS What is a Product-Service System [PSS] and a PSS designer? How is it defined by lit- erature and by the actors using this approach? The first chapter points out the defini- tions given by reviewed authors, exploring the different elements of the PSS theory. The second part of the chapter, juxtaposes the PSS Design students and professionals’ definition in order to incorporate the concept from the practice of designing PSSs. In this case, and to have a people-centered approach through interviews and surveys, the reflections come from the PSS community from Politecnico di Milano where the Master in Product-Service System design is carried out. Finally, a manifesto proposal and some Strengths, Opportunities, Weaknesses and Threats are stated to be considered for the final design solution. FROM PSSTHEORY TO PSSDESIGNERS 11
- 13. INTRODUCTION to PSSDESIGN Product-Service System Design [PSSD] is quite a new discipline that originates from the theory of Product-Service Systems [PSS]. The PSS concept, born in Northern Europe, was first formally defined in the late 90’s by Goedkoop. Since then, most authors have mainly defined a PSS as ‘product(s) and service(s) combined in a system to deliver required user functionality in a way that reduces the impact on the environment’ [Goedkoop, 1999]. Even if Product-Service Systems are not new to the world -we can think of libraries and laundromats - its interests has grown with the need to be a more sustainable society with more responsible companies, governments and users. In addition to the academic research on the field and the UNEP’s valorisation as an opportunity for sustainable solutions, the “Millennial Generation” and the new mobile tools for collaboration boosted this business strategy to spread. But who builds PSS? Studies have shown that as the result of an innovation strategy, PSS are conceived inside an organization by diverse profes- sionals [designers, managers, etc.], entrepreneurs building new business approaches and bottom-up initiatives. Even if there is not always a clear actor behind the PSS, it is sure that they can be designed. With an increased number of cases in the world, a specific methodology [MEPPS] and the development of design approaches such a Business Design, Strategic Design, Service Design, Interaction Design, User-Experience Design and Design for Sustainability, the Product-Service System Design program was launched at the Politecnico of Milan in 2005. 12 INTRODUCTION to PSSDESIGN
- 14. PRODUCT-SERVICE SYSTEMS ARE NOTNEW, PSS DESIGNERS ARE. INTRODUCTION to PSSDESIGN 13 [1]
- 15. PSSD by theBOOK KEY ELEMENTS OF A PSS [2] WHICH A PSS DESIGNER SHOULD BE ABLE TO INTERVENE HOLISTICALLY PRODUCT * NOTE a tangible commodity manufactured to be sold and fulfill a user’s 1_ The design of a Product-Service needs.* IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII System broadens as it includes in- tangible products – e.g. communi- SERVICE cation & interaction design - which not necessary are manufactured to an activity done for others with an economic value and often done on be sold but could but could be for 2_ a commercial basis.*IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII instance, openly shared and co-pro- duced in partnerships. A Product- SYSTEM Service System Designer should work having both the user and the planet at the center of the design 3_ a collection of elements including their relations.IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII thinking. 1999 AUTHOR WHO FORMALLY DEFINED PSS PSS CONCEPT BIRTH DATE PSS FOUNDING DEFINITIONS BY COUNTRY GOEDKOOP PSS DOMINANT DEFINITION / WHAT MOST AUTHORS UNDERSTAND A PSS AS: ET. AL [2] PSS CONCEPT’S BIRTH COUNTRY ‘PRODUCT(S) AND SERVICE(S) COMBINED IN A SYSTEM TO DELIVER REQUIRED USER FUNCTIONALITY IN A WAY THAT REDUCES THE IMPACT ON THE ENVIRONMENT’[2] NL 14 PSSD by the BOOK
- 16. PSSD by thebook PSSD ASSOCIATIVE KEYWORDS PSSD WRITERS / WHO TO READ? PSSD T.S.BAINES PSSD STATE OF THE ART DESIGN TIM BROWN DESIGN THINKING PEOPLE-CENTERED PARTICIPATORY CO- THINKING LUISA COLLINA PSSD & EDUCATION DESIGN COUNCIL UK SERVICE & PUBLIC DESIGN INNOVATION FUAD-LUKE ALASTAIR DESIGN ACTIVISM STRATEGY TRANSFORMATION EXPERIENCE LINDAHL ET. AL PSSD EXPERIENCES SOCIAL MULTIDISCIPLINARY PUBLIC EZIO MANZINI DESIGN FOR SUSTAINABILITY TRANS BUSINESS ANNA MERONI CREATIVE COMMUNITIES PRODUCTIZATION SERVICE OKSANA MONT PSSD OVERVIEW DON NORMAN DESIGN ECONOMY COMPLEXITY DEMATERIALIZATION SUSPRONET PSSD EXPERTS NETWORK SERVITIZATION SUSTAINABILITY JOHN THAKARA DESIGN FOR COMPLEXITY ECO-EFFICIENCY UNEP PSSD FOR SUSTAINABILITY WE LIFE-CYCLE CARLO VEZZOLI SYSTEM DESIGN 4 SUSTAINABILITY SHARING ERIC VON HIPPEL DEMOCRATIZING DESIGN PSS BENEFITS PSS BARRIERS WIN-WIN 1_CULTURE SOLUTION Product-Service-Systems are generally presented as a win-win solution 2_INFORMATION There are still many barriers the adoption of a PSS strategy since it brings with it significant cultural and with a wide range of economic and environmental benefits for the pro- corporate challenges for all actors. Even if the foundation concepts are recognized, its real life application ducer, customer and society. For instance, to the producer it could mean and definition have changed over the years. Despite the available literature such, PSSD is still not always an offering of higher value that is more easily differentiated while some easy to communicate as its terminology not widely used. Some are not still correctly informed about what PSSDs release the customer from the responsibilities of asset ownership, it is and its scope. Others, even if have a similar approach are not identified as PSSD firm; its uptake by the and to society at large a more sustainable approach to business. PSS Design professionals and industry seems limited. PSSD by the book 15
- 17. FROM TANGIBLES TOINTANGIBLES FROM TANGIBLES TO INTANGIBLES The old boundaries between manufacturing and We need to move towards a point where we are reli- EVOLUTION OF THE PSS CONCEPT [Morelli 2002] services are dissolving. Services now typically ant on 10% of the resources that are consumed by in- represent between 60% and 70% of the GDP of dustrialized countries today. To bring product PR S CT manufacture and use to a point where OD developed nations and almost all new companies Product DU UC Service O being founded and jobs created are in this so called it doesn’t harm the system, we need to revise TI PR System ZA OF TI tertiary sector. Back in 1970 companies’ invest- our understanding of physical products as independent ON ION OF ment in intangibles was 40% of their investment objects and begin designing for products and related AT Product(s) Services(s) IZ SE IT in tangibles. Today it has trebled. A manufacturing services within systems. [UNEP 2001] AND AND RV RV Services(s) Product(s) IC SE company in 2010 has to have a keen eye on the ES soft or intangible side of its offer; the best are be- IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII coming manuservice companies. Manufacturing Product(s) Services(s) invests more, proportionately, in intangibles than We’re moving away from designing the service sector; being design, the most impor- things (products) and towards more tant investment in intangibles in the UK. Design services, more joint ownership of The expansion of the design domain from the design of is the bridge between the consumer questing for things. [Thackara 2006] products to the definition of new services it is particu- the experiential and the company trying to meet larly relevant in a historical moment of the shift from a that appetite with an offer that presents the new IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII mature industrial phase to what Rifkin (2000) defines as in a user-friendly and innovative way. [Hutton, the age of access ‘ ’...The convergence of these Design Council UK, 2010] There are fewer products made, but they are products trends of Servitization and Productization is the con- nonetheless, and typically specialized products sideration of a product and a service as a single offering made specifically for that service...from the – a PSS [Morelli 2002] physical product to all the connections that the product If design has become more ethereal, have to all the social networks, is a enormous challenge IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII it’s because there’s a new commer- to do it as a unified user experience in all levels: the tan- cial emphasis on intangible values. Dematerialization refers to the opportunity gible well design go collect good data, the connectivity/ Peter Fossick, professor at Savannah College of to break the link between value delivered to the sharing to make the data social and visualizing, and the Art and Design (Scad), USA. [Aaltonen 2010] customer/user and the amount of physical mate- long term relationship (feedback, community, ongoing rial needed to create that value. [T S Baines 2007] relationship with the service). Media feedbackloop is IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII part of your life. [Arnall, 2010] 16 FROM TANGIBLES TO INTANGIBLES
- 18. FROM TANGIBLES TOINTANGIBLES IN THE LAST 3 DECADES, THE ECONOMIC BASIS OF WESTERN NATIONS HAS CHANGED DRAMATICALLY FROM MANUFACTURING TO THE PROVISION OF INFORMATION & SERVICES. ADDING THE INCREASED FOCUS ON SUSTAINABILITY & EXPERIENCES, DESIGN HAS EXPANDED ITS DOMAIN. Product-service systems are also presented as a special NEW DOMAINS 4 DESIGNERS’ ACTIVITIES [Morelli 2002] Service design is “the field concerned with the case of servitization: a market proposition that development of services to meet specific needs” SOCIETY extends the traditional functionality of a product by (Shedroff) focusing on “customer experiences in incorporating additional services with an emphasis on industries such as retail, banking, transportation, the ‘sale of use’ rather than the ‘sale of product’. The healthcare, business-to-business enterprises, customer pays for using an asset, rather than its pur- and education” (IDEO). chase, and so benefits from a restructuring of the risks, SOCIAL ORGANIZATION There are close ties to the dimensions of interac- CONSTRUCTION responsibilities, and costs traditionally associated with OF TECHNOLOGY AND DESIGN tion and experience that originated in interface ownership. Similarly, the supplier/manufacturer can CULTURE design. improve their competitiveness as these ‘solutions’ may IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII be clearly differentiated from product-based offerings OR GY TECHNICAL DEFINITION GA The understanding of product-service elements that has while simultaneously retaining asset ownership that can OLO NI ZA HN [INDUSTRIAL DESIGN] TIO EC since become well established in service provision re- enhance utilization, reliability, design, and protection. T N [T S Baines 2007] search has been an especially important factor in giving the interdisciplinary networking of com- IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII Services do not qualify as property. While products are petencies (which is, in itself, characteristic of design bought, services are made available. In a service econ- processes) a central role in the service sector. There is still While service engineering is still trying to es- omy, it is human time that is being commodified, not debate about whether service design is primarily about tablish itself as a discipline at universities and in places or things. Services always invoke a relationship the simultaneous definition of virtual and material as- practice, service management is no longer unu- between human beings as opposed to a relationship be- pects of the service, the coordination of human-human sual as a path of study in business administra- tween a human being and a thing. [Rifkin 2000: 84] and human-machine interfaces, or the design of experi- tion courses. Service marketing has established Because PSS are generated by the convergence of dif- ences where functionality and emotionality are equally itself internationally, and service design, mocked ferent actors during the use phase the experiential at- accounted for in the integration of new technologies when first introduced as an academic field in de- tributes of the PSS need to be thoroughly planned. for intelligent and client-oriented standardization. This sign education at the beginning of the 1990s, now This makes the design of PSS particularly relevant to debate can ultimately only be resolved by interdiscipli- has credibility in teaching, research, and practice designers...[which] requires a that the traditional do- nary design teams: Collaborative Design. [Mi- around the world. [Hutton 2010] main of design activities...be extended to new cultural chael Erlhoff 2008] domains, where a thorough understanding of consump- IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII tion processes is possible. [Morelli 2002] IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII FROM TANGIBLES TO INTANGIBLES 17
- 19. PSSDESIGN IS A360 APPROACH sustainability, this approach gives new inputs for PSS that looking at the product’s life can opt for alternative that can vary it: Reducing, Recycling, Reusing or Redistributing. In pssd, the time domain is expanded, both by prolonging the period of time that the producing company has an active interest in- and control over the product and also by To design a PSS, companies must move from creating the need to consider multiple product lives, where the product (artefact) can be subject to numerous users over longer period. Vezzoli defines 3 interrelated elements for ‘product thinking’ to ‘system thinking’, and system innovation for sustainability:“satisfaction” - a reference - the system must work breakdown the ‘business as usual’ attitude. for a solution able to fulfil needs and desires of a stakeholder community; “stakeholder interaction” - the subject - the system should promote innovative stakeholder configura- tions or partnerships while answering to a specific social demand for satisfaction; “sus- A system (from the Greek word systema meaning a whole compounded of parts) refers tainability” – the objective – the solution must work from the viewpoint of sustainable to a combination of related parts organized into a complex whole, such as the cosmos, development following social concern [social equity & cohesion] and environmental organisms, political or social bodies, or even cognitive constructions such as a theory or care [system eco-efficiency]. [Vezzoli 2007] philosophy. (Michael Erlhoff 2008) To design with a System’s approach means to look at the bigger picture. STAKEHOLDERS IN PRODUCTS & SERVICES LIFE-CYCLE MIX [Manzini & Vezzoli 2002] From a systemic point of view, PSS requires a functional thinking process based on stra- life cycle (system) resources optimization: product function-based tegic partnerships sharing a common vision about how deliver a conceived solution idea. discrete resources optimization: wide system resources optimization: look at the map of stakeholders phase-based (e.g. producer) solution based It means to involve in the PSS delivery. These changes may modify the relationships between business functions in the organization and increase the demand for an early involvement of the users as collabora- retailers retailers retailers tors or co-creators of the system solutions that are viewed from the client’s perspective. con lient co n lient con lie nt r r r uce uce uce [Mont 2000 at [T S Baines 2007] c c c sum sum sum prod prod prod er er er designer designer designer One of the first approaches was to look at the life-cycle of the product su pp lie rs m d o ag en an fe f li er su pp lie rs d o ag en an m fe f li er su pp lier s d o ag en an m fe f li er and the system of stakeholders involved from the ‘cradle’ passing through its design, manufacturing, distribution, usage, maintenance, etc. to its ‘grave’ or disposal. “Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services and their systems in whole life cycles”. (ICSID, 2005) Even if not [ e .g . w a s h i n g m a c h i n e ] [ e .g.de te rge nt] [ e .g. m a inte na nc e s e rvic e ] exclusive to PSSD – a whole discipline has been developed in relation as design for [e.g. solution = to have clothes washed] 18 PSSDESIGN IS A 360 APPROACH
- 20. PSSD by theBOOK - the system’s approach PSSD by the book LIFE-CYCLE looking at the all the stages of a Another input comes from product or service experience: from the discovery to the post- usage memories and long term relationship. This means as thinking first the product like music player that provides the enjoyment of listening, in a way unlinking the function from the physical device. For the designer, it means thinking it all: the communication channels, events and pieces to discovery and advertise; the online and offline service user experience; point of sale and channels of purchase; the product, learning and packaging at its use, the post-services such as maintenance and updating, disposal or exchange; the EXPERIENCE networks and sharing experiences. To make this a whole, seamless, coherent experience requires considering each action, each system response, each message--whether verbal or visual, silent or audible, visceral or behavioural, haptic or happenstance--all as part of the whole. [Norman, 2010] Some of the well designed experiences cited by Norman are for products: the BMW Mini Cooper, the ubiquitous iPod, and Amazon’s Kindle; for websites: Amazon, eBay, FedEx, Kayak, UPS, and Netflix; for pure services: luxury hotels and low-cost business hotels as well as stores such as IKEA. This approach is not exclusive to PSSD, most designers use it, but it is essential for it. PSS designers must be P+S to manage all the stages and delegate to design experts if needed the particular task but having in mind the whole experience. By definition a PSS designer provides ‘an innovation strategy, shifting the business focus from designing (and selling) physical products only, to designing (and selling) a system of products & services which are jointly ca- pable of fulfilling specific client demands’. [E. a. Manzini STAKEHOLDERS 2003]. This is, thinking systematically products and services as inseparable elements where one needs the other to provide the final offer. As in libraries, books are just the ‘No product is an island’ element that provides the service of the enjoyment of reading given by the library that provides the service of lending them but without the products the service would be obsolete. (Norman n.d.) PSSD by the book 19
- 21. PSSD, AN APPROACHTO SUSTAINABLITITY MAIN AUTHOR WHO SEES SUSTAINABILITY AS THE ULTIMATE GOAL OF PSS THORNE AT TED INSPIRED BY BOTSMAN & ROGERS’ BOOK SHOW PSS AS A ROAD TO MANZINI ET. AL[UNEP 2001] COLLABORATIVE CONSUMPUTION Even if not all authors link PSS with achieving sustainability and many PSS cases do not consider the opportunity for reducing resource consumption [Fidler 2010], Manzini et al. see it as the ultimate goal. The PSS concept is a possible and promising business strategy potentially capable of helping achieve “from selling & owning products to providing the utility of the product jointly with the service.” the leap which is needed to move to a more sustainable society [UNEP 2001]. SYSTEMS PSS do not necessarily lead to more sustainable solutions but they can be designed to be. But it “exists a potential role for the design for sustainability, in promoting and facilitating system innovation resulting in eco-efficient and socially equitable/cohesive enterprises/initiatives offering a mix of products and services, based on network-structured and locally-based model.” [Vezzoli 2007] Services can be used to dematerialize, customize, or replace product offerings. [Kara Davis 2010] However, organizations need to not work on big-scale industrial logic and consider a local trade-off between material usage, PRODUCT SERVICE SYSTEMS REDISTRIBUTION MARKETS COLLABORATIVE LIFESTYLES energy, and labour required for logistics movements to achieve sustainability, just adding services will not do it. THE BIG SHIFT FROM THE 20th CENTURY TO 21th CENTURY [BOTSMAN & ROGERS, 2010] THE ONTOLOGY OF THE PSS IMPLIES A SET OF CREDIT + REPUTATION + MULTIPLE _interrelated life phases and activities throughout the product’s service time ADVERTISING + INDIVIDUAL OWNERSHIP COMMUNITY + SHARED ACCESS < _interrelated systems of artifacts _stakeholders’ values HYPER CONSUMPTION COLLABORATIVE CONSUMPTION 20 PSSD, AN APPROACH TO SUSTAINABLITITY
- 22. PSSD AS ANAPPROACH TO SUSTAINABLITITY PSSD by the book PSS FOR SUSTAINABILITY BARRIERS THE IDEAL PSS BENEFITS THE 3 STAKEHOLDERS GROUPS HYPER- SOCIETY CONCUMPTION For consumers & industry a cultural shift is necessary in order to prefer to fulfil a need by a service rather than own- SUSTAINABILITY- ORIENTED ing a physical product. [UNEP n.d.] This is the shift from Hyper-consumption to Collaborative Consumption, which INNOVATION Thorne detects as what is happening in the 21st century. [Thorne 2010] COMPANY CUSTOMER Within a company, barriers can include the lack of experience & know-how to design service methods and manage- ment systems, the shift in tradition from judging and measuring performance based on the quantity of goods sold, and a lack of skilled service personnel. [UNEP n.d.] 3-FORCES MODEL [Christensen & Tan]. All benefit with a mind-set of continuous product improvement in EVOLUTION OF THE CAR MARKET SECTOR PSS WITH 4 PRINCIPLES OF SUSTAINABILITY EXAMPLE both a physical & a societal way. For the end-user it can ZIPCAR deliver new patterns of usage, lifestyle, purchasing and CAR CAR RIDE RP2P CAR- OWNERSHIP SHARING SHARING CAR RENTAL flexibility. For the producing company it can deliver SHARING IN USA,UK, closer contact to customer and therefore, extended ser- AND CANADA vices & loyalty, new markets, greater market share and a Another expample like the the Zipcar, car-sharing com- redefinition of core-activities can be achieved. For soci- pany, is Total-Care Package which offered to airlines by ety, the overall effect should increase the sustainable di- Rolls-Royce plc. where rather than transferring owner- mensions, towards the factor x improvements: increased ship of the gas turbine engine to the airline, Rolls-Royce product efficiency (due to the producing company hav- deliver ‘power-bythe-hour’. As R-R maintains direct ing increased liability for-, insight into- and ownership access to the asset they collect data on product perfor- over the product); a closer relationship between societal mance and use which enables the improvement of per- needs & the supplied products (due to the voice of the [BOTSMAN & ROGERS, 2010] formance parameters for efficiency, reducing cost & the customer (and other stakeholders) being louder and environmental impact. [T S Baines 2007] clearer than before. PSSD AS AN APPROACH TO SUSTAINABLITITY 21
- 23. PSSD FOR GOVERNMENTS& PUBLIC SECTOR Today’s services must respond to new challeng- sector projects, with the aim of developing practical design solutions to some of the most complex problems. Even if not identified as PSSD, the explanation and use of es including a low carbon economy, an ageing service design matches the approach of PSS in many ways. Rapid prototyping creates population and the rising demands of service us- efficiencies by designing out problems early, and the collaborative nature of many design projects can engage public sector workers, frontline staff and users in the develop- ers. These pressures make innovation essential, ment and delivery of new services. Developing this capacity would help public sector organizations manage their creative processes and find innovative solutions for service public services must be designed to meet the delivery [UK Design Council 2008] Since the public sector isn’t yet widely using design complex needs of users while delivering cost techniques to make service improvements, there is an opportunity for service providers to set themselves apart by using design to address key issues including value for money efficiencies. [UK Design Council 2008] & efficiency, personalisation, risk management & sustainability. [Design for public services n.d.] With innovation at the heart of public policy-making we get value for PSS AND GOVERNMENT INVOLVEMENT taxpayers’ money. [Cameron 2010] PSS provide a comprehensive solu- ENGINE’S SHAPE METHOLOGY FOR PEOPLE-CENTERED SERVICE INNOVATION tion for governments who promote Diamond 1: Direction setting Diamond 2: Service design Diamond 3: Service production more sustainable production and Initiate Create Select Define Initiate Create Select Define Initiate Create Select Define Sustain consumption patterns. [UNEP 2001] As public pressure on environmental issues grows, the widespread promotion and adoption of PSS is favoured by government bodies. Successful PSS applications can also, through the increase in sales and service activities, offset the loss of jobs in tradi- Vision Service tional manufacturing. This is demonstrated by the interest shown in PSS by Sweden Document Blueprint and the Netherlands who tend to lead in the adoption of environmentally sustainable business [T S Baines 2007]. When conceptualizing PSS in general and specially in the Innovating services within local government demands a high degree of care and sensi- public sector, the government tends to be an actor either principal or secondary as a tivity in planning and execution. Innovation is innately risky and often expensive; the promoter always working for social cohesion. The UK Design Council has a strong best way to reduce costs and the risk of failure is by involving users and front-line staff track-record in helping the public sector use design. It has piloted a range of live public in this process. [Engine n.d.] 22 PSSD FOR GOVERNMENTS & PUBLIC SECTOR
- 24. PSSD FOR GOVERNMENTS& PUBLIC SECTOR PSS FOR THE PUBLIC SECTOR BARRIERS PSSD FOR PUBLIC SECTOR EXAMPLE 1_UNFAMILIAR SHARE THE ROAD An innovative transport club. being run by University 2_CLOSE STRUCTURE College Falmouth as a pilot AIR project, co-developed with the UK Design Council Dott Programme and its users. The project addresses problems of traffic and park- ing congestion in Falmouth and Penryn. As the Univer- To favor a larger initial introduction of PSS, they have to be economically convenient, reach critical mass and require sities have grown, increasing numbers of students bring government intervention (economic incentive) at national level. Changes in legislation are different from country to their cars to the area and use them infrequently. The country (as in Extended Producer Responsibility) governments have to protect organizations doing long-term invest- share the road project aims to reduce the number of cars ments instead of sub-optimal short-term strategies. [Bianchi 2009] by offering alternate modes of transport that are as good The UK Design Council research among public sector organisations found that service providers are often unfamiliar or better as owning a car. with design-led approaches to service innovation. Moreover procurement processes disadvantage small design agen- Other examples include design for mobility: car and cies which feel strongly that government processes are an obstacle to working with public sector clients. [Design for bike sharing systems developed in many developed public services n.d.] Good drivers for PSS adoption are: marketing conditions, legislation, and environmental worries, countries cities (Milan, Barcelona, etc.) and increasing even though these drivers that cannot be found in all the countries and for all the industries [Bianchi 2009] Plus, the in emerging ones (Buenos Aires, Mexico DF, etc); de- structure of public sector organisations restricts creativity as they tend to work in silos, meaning new ideas cannot sign for health (Gateshead Primary Care Trust0, design flow around organisations or cut across departmental boundaries [Bichard 2008]. Even if in some developing countries in eduction (Bertie County School, Walker Technology their a concern for sustainable public services development and design councils exist [e.g. CMD in Argentina] they College), design for job placement (New Work Corn- deal mostly with the promotion of traditional approaches to design and they are hardly used strategically among the wall), design against crime, design for disadvantaged public sector. individuals, for social inclusion, etc. A SIMPLE DEFINITION OF PUBLIC SECTOR INNOVATION EXAMPLES OF PUBLIC SECTOR DESIGN INNOVATIONS ‘NEW IDEAS THAT WORK AT CREATING PUBLIC VALUE’ [Mulgan 2007] PSSD FOR GOVERNMENTS & PUBLIC SECTOR 23
- 25. PSSD, INNOVATION ENGINEFOR COMPANIES PSSD AND THE FOCUS ON VALUE PSS THINKING ADDS VALUE Most authors see the purpose of a PSS as a specific competitive value proposition, and Competition continues to increase among man- so directly refer to the need for customer satisfaction and economic viability. A PSS is an integrated product and service offering that delivers value in use to differentiate ufacturing companies around the world, adding from competitors who simply offer lower priced products. The PSS logic is premised more and more competitors to the global mar- on utilizing the knowledge of the designer manufacturer to both increase value as an output and decrease material and other costs as an input to a system. [Tukker 2006] ket. PSS provide alternative strategic market The fundamental business benefit of a PSS is an improvement in total value for the opportunities that deliver value to remain or customer through increasing service elements. Competitive edge is enhanced as, for example, a service element that is not easy to copy and facilitate, communicates infor- become viable and with a competitive edge. mation about the product–service package [TS Baines 2007]. BENEFITS FOR COMPANIES [UNEP 2001] EXAMPLE OF PSSD WITH A FOCUS ON VALUE [Kumahor and Bueno 2010] _More opportunities for innovation and market development _Increased operating efficiencies _More and longer-term client relationships _Improved corporate identity _Better feedback on consumer needs BARRIERS FOR COMPANIES A COMPLEX CROSS-FUNCTIONAL PROBLEM PSS implementation is, indeed, a complex cross-functional problem for which tradi- tional manufacturers, especially from the organisational point of view, are not ready, Nike plus: a shoe that talks to your ipod to your com- puter and share the information and connect with the typically facing PSS barriers during the first implementation steps. Further barriers are: social and competition and visualized the data. lack of market demand (i.e. because PSS do not exist or else), high localized labour price (i.e. trade-off between labour and logistics costs), fear of consumer reaction, fear of accepting risks that are not known, and business-as-usual attitude. [TS Baines 2007] 24 PSSD, INNOVATION ENGINE FOR COMPANIES
- 26. PSSD, INNOVATION ENGINEFOR COMPANIES 3 TYPES OF PSS COMBINATIONS FROM THE VALUE MAINLY ON THE PRODUCT CONTENT TO THE VALUE MAINLY ON THE SERVICE CONTENT 1_PRODUCT ORIENTED PSS where ownership of the tangible product is transferred to the consumer, but additional services, such as maintenance contracts, are provided. _PRODUCT RELATED _ADVICE & CONSULTANCY 2_USE ORIENTED PSS where ownership of the tangible product is retained by the service _PRODUCT LEASE provider, who sells the functions of the product, via modified distribution & _RENTING/SHARING payment systems. _PRODUCT POOLING 3_RESULT ORIENTED PSS where ownership of the product, which are replaced by services, is main- _ACTIVITY MANAGEMENT tain by the producer who sells a result or capability instead of a product; the _PAY PER SERVICE UNIT customer pays only for the provision of agreed results. _FUNCTIONAL RESULT All three types of PSS solution satisfy customer needs through a combination of products and services that are systemized to deliver the desired utility or function. However, the results-orientated model is more sophisticated and represents the most popular interpretation of the features of a PSS. A PSS FEATURES A PARTICULAR BUSINESS MODEL FROM BUYING A PHOTOCOPY MACHINE TO A PSS “DOCUMENT MANAGEMENT SOLUTION” FUNCTION-ORIENTED BM CASH USE CASH USE DISPOSAL < which delivers jointly products and services capable to fulfil the customer’s needs. _CASH _MONITOR _TECHNOLOGY _SERVICE CASH _SERVICE _MONITOR _CONSUMABLES _CONSUMABLES _SELECTION & _TECHNOLOGY _DISPOSAL [TS Baines 2007] PSSD AND THE FOCUS ON BRAND MANAGEMENT [iPOD/iTUNES EXAMPLE] System thinking business logic by CEO Steve Jobs. BRAND MANAGEMENT In 2001 Apple iPod device works in conjunction with iTunes software that enables users to transfer music and other content from the devices to a computer. The software also provides a seamless connection to Ap- ple’s online store so users can purchase and download content. [Oster- walder 2010] Wayne Hemingway as an example of a designer who has put his skills to use designing wallpaper, clothes and buildings. [guard- ian.uk.co, 2010] PSSD, INNOVATION ENGINE FOR COMPANIES 25
- 27. PSSD METHODOLOGIES &TOOLS 5 FUNDAMENTALS OF GOOD SERVICE [ENGINE, 2010] THAT CAN ALSO BE FOUND IN THE PSSD APPROACH SYSTEMS VALUE JOURNEYS PEOPLE PROPOSITIONS Good service design always Most services try to provide the Good service design recognises Good service design always puts Services are generally packaged looks holistically at the service best value for users & produc- the different journeys that people people first and should involve as a ‘proposition’ for users to buy infrastructure. This involves un- ers. Good service design is of- take & examines what happens users & producers actively par- into. Good service design is de- derstanding how the different ten about aligning the different before, during and after the cen- ticipating in the design process. veloping & designing valuable, parts of a service interconnect interests of producers & users tral service experience, for both Ultimately, frontline staff are the innovative propositions for users and how the service relies on to create the best value for both. producers & users. To provide face of a company. In order to & producers, & creating exciting the support of other services. To Service design can be about cut- enjoyable experiences we need provide enjoyable experiences, visions to take existing proposi- improve an experience you may ting costs, but it is normally to understand how each point of you might need to ensure that tions forward, by translating in- look to change things behind the more focused on adding value. contact between the & provider your customer facing staff are tangible service propositions into scene. affects the service delivery. properly selected & trained. tangible and desirable offerings. _STAKEHOLDER SYSTEM MAP _BUSINESS MODEL & PLAN _CUSTOMER JOURNEYS _USER CENTERED DESIGN _TOUCH POINTS DESIGN _SUSTAINABILITY SYSTEM [SWOT, POSITIONING, ETC] _BLUEPRINTS _ETHNOGRAPHIC RESEARCH _VISIONING DESIGN ORIENTING (SDO) _SOLUTION ELEMENT BRIEF _SCENARIO BUILDING _COOL HUNTING & TREND _PROTOTYPING TOOLKIT / SLCA / FSSD _AGILE _STORYBOARDS / INTERAC- RESEARCH _PROPOSITION SPECIFICA- _SUSTAINABILITY INTERAC- _SATISFACTION OFFERING TION TABLE _PERSONAS TIONS TION STORY SPOT DIAGRAM _CODESIGN/OPEN WORKSHOP _STAKEHOLDER MOTIVATION MATRIX BE CURIOUS STEP BACK EMPATHIZE BE CREATIVE 26 PSSD METHODOLOGIES & TOOLS
- 28. PSSD by thebook PSSD implies a multidisciplinary ap- proach in which designers have a crit- ical role in a wider design team. It requires a new methodological approach, which borrows methods and tools from other disciplines. There are a variety of tools and methodologies outlined in the literature, being the MEPSS Handbook a specific methodology and toolkit for developing a PSS model, even if PSS must be developed case by case. Moreo- ver, each studio tends to develop its own methodology, usually by shaping some of the tools used on product and service design. When using UCD practices with sustainability as a goal, the definition of users can be extended to include all stakeholders. Mapping the system and under- standing user needs and potential satisfiers may reveal leverage points, where small changes to products or services could have the greatest beneficial impact [Meadows 1999]. “Success” would be framed as a solution that serves the inter- ests of the organization by satisfying customer needs within the constraints of the system. PSSD METHODOLOGY & TOOLS WRITERS MEPSS PSS METHODOLOGY & TOOLKIT VEZZOLI METHODS & TOOLS FOR SUSTAINABLE PSS DEVELOPMENT MONT STEP BY STEP MODEL BASED ON DEMING CYCLE GOEDKOOP 4 AXIS MODEL FOR AUDITING PSS AURICH SYSTEMATIC DESIGN OF SERVICES THAT RELAY ON PRODUCTS MORELLI PSS METHOLODY & OPERATIONAL TOOLS SERVICEDESIGNTOOLS SERVICE DESIGN METHODS & TOOLS DESIGN COUNCIL UK SERVICE DESIGN FUNDAMENTALS & CASES PSSD by the book 27
- 29. PSSDESIGNERS at POLITECNICODI MILANO PSSDESIGNERS at POLITECNICO DI MILANO This second part aims to identify the viewpoint of the PSS Designers exploring the ap- proach given by the program from Politecnico di Milano [POLIMI]. First, the program is introduced, then the students & graduates and their thinking is explored through a survey realized to 46 of them and in depth group interviews and conversations carried with a selection of them. 28 PSSDESIGNERS at POLITECNICO DI MILANO
- 30. PSSD by POLIMIPROFESSORS CLINO T. CASTELLI / METADESIGN LUISA COLLINA / HEAD OF PSSD STUDY COURSE FABIO DI LIBERTO / DESIGN THINKING ‘The greek root of ‘metadesign’ conveys the sense of ‘beyond’, The name product service system, however difficult to under- ‘Pssd is a multidisciplinary international course wich exposes ‘above’, indicating change and transformation. Metadesign is stand, makes this systemic quality perfectly clear. The term students to the power of design thinking. This exciting, inter- a way of enabling products to pass beyond the tests of reality, refers to the combination of communicative and interactive active course provides participants with hands-on practice of influencing that reality at the same time.’ products, services, spaces and artifacts that provide compre- tools, processes and knowledge which contribute to making hensive solutions. them multifaceted and strong professionals’ EZIO MANZINI / STRATEGIC DESIGN POLIMI PSSD PROGRAM PRESENTATION, L. COLLINA ANNA MERONI / STRATEGIC DESIGN ‘...Moving from here to become part of the solution, to ‘THE COMBINATION OF PRODUCT, ‘A product-service-system is not only made of product, ser- become active agents in the transition towards sustainable vices, and communication, but also by people, organizations, ways of living, designers must make a profound change in COMMUNICATION, SERVICES, AND human components. That’s why the design of a pss doesn’t their culture and praxis. New conceptual and methodological LOCATIONS THROUGH WHICH A COM- only require new skills, but mostly a new sensibility, the at- tools need to be developed. New ideas, solutions and general PANY, OR AN INSTITUTION PRESENTS titude towards multidisciplinary and a profound capacity to visions need to be conceived. And an effort must be made to collaborate, to understand the alterity, and to find a common play a positive role in the social discourse on how to imagine ITSELF IN INTEGRATED FORM TO ITS language.’ and build a sustainable future.’ REFERENCE MARKET’ NORMAN MCNALLY FABRIZIO PIERANDREI / FINAL SYNTHESIS DESIGN STUDIO CARLO VEZZOLI / SYSTEM DESIGN FOR SUSTAINABILITY Pssd professionals are taught to be: ‘Our interest in transforming the dimensions of ‘space’ in ‘Introducing product-service system innovation in design for _Technologically alert the emotions of ‘place’ matched the cultural concept of sustainability has been recognized as one of the key strat- _Socially aware ‘contamination’, ‘hybridization’, or simply ‘connection’ egy to effectively tackle the transition towards a sustainable _Business savvy among disciplines. ‘Architecture’ ceased to have is pre- society. This approach requires new design skills: designing _Creativity and innovation-driven dominant role and gave it to ‘pssd design’: an intellectual an integrated system of products and services fulfilling a par- _English + home language + Italian process including all aspects of design at the same level’ ticular demand for ‘satisfaction’, promoting/facilitation new _Working with others - collaborative teamwork / manage- socioeconomic stakeholder interactions (configurations), and ment / leadership finally orientating the above processes towards a sustainable _T shape model solution.’ _Chart personal pathway to project matrix _Entrepreneurial _Design as a transformational career tool PSSD by POLIMI PROFESSORS 29
- 31. PS PSSD at POLIMI PSSD GRAD PROFILE [ POLIMI.IT, 2011 / CONFERENZA DI PRODUZIONE DEL CORSI DI STUDIO DELLA FACOLTA’ DEL DESIGN POLIMI REPORT, 2009] A PSSD knows how to transpose, first in a system- T PROFESSIONAL a broad generalist perspective with an in-depth industry or functional specialty which } product project, and then in a concrete realization, all presents a vertical axis that moves towards the acquisition and application of specialised abilities in specific fields, and a horizontal axis that refers to the acquisition and use of tools and cultural matrices taken from other disciplines. the knowledge gathered from the firm (research and development, marketing and trade sector). He/she is DESIGN THINKER GLUE THAT HOLDS DISCIPLINES TOGETHER TO SOLVE COMPLEX PROBLEMS THROUGH capable of exploring planning solutions & forms of in- CONTINUOS CONVERGING/DIVERGING IN PURSUE OF A BALANCE IN VIABILITY AND RELIABILITY / HUMAN novation guided by a constantly new design that allows FACTORS+TECHNOLOGY+BUSINESS the "brand" company to establish itself in national and international markets through a creative co-ordination EXPERIMENTAL & NON SPECIALIZED { THE ITALIAN DESIGN TRADITION & CULTURE in terms of products, communications, points of vis- ibility, and services with a systematic approach. PSSDs CRITIC & REFLECTIVE PRACTITIONER { THE ITALIAN DESIGN TRADITION THEORY FROM PRACTICE hold self-entrepreneurial capabilities able to stimulate the growth of new design firms and a solid theoretic- INTER/MULTI DISCIPLINARY DIALOGUE SKILLS { THE POLYTECHNIC MATRIX TEAM WORK Multidisciplinary scientific based training process, the relationships and interactions among the components of a PSS and; the WIDE AND DEEP / EXPANDED SCOPE / SHARING EXPERIENCES / RESPON- capability of intervening on a planning, logistics, mar- SIBLE OUTCOMES / HUMAN-CENTERED { THE MARKET AND OTHER LEADING SCHOOLS TRENDS keting aspects, and strategic management. SYNTHESIS WHERE? POLIMI PSSD COUNTRY OF ORIGIN DIVERGENCE CONVERGENCE BV/MILAN Politecnico di Milano / faculty of design / www.design.polimi.it 2005 PSSD PROGRAM BIRTH DATE ANALYSIS 30 PSSD at POLIMI
- 32. SSD at POLIMI FRAMING THEORIES / RENAMED SCHOOLS THINKING DESIGN INNOVATION DESIGN THINKING Tim Brown from IDEO underlines: _from “design doing” to “design thinking”, ANALYTICAL INTUITIVE defined as “a set of principles that can be THINKING THINKING applied by diverse people to a wide range of TECHNOLOGY BUSINESS problems” FEASIBILITY VIABILITY RELIABILITY VALIDITY _from a competent designer, an individual 100% 100% hero, to interdisciplinary teams of skilled The Fundamental Tension By R.L.Martin, Rotmal School of Manage- “design thinkers” able to approach more ment, Toronto complex problems“all of us are smarter Working in multi-disciplinary teams helps to develop than any of us” HUMAN VALUES this crucial mix of skills. ‘ Successful innovation de- _T shape people are the ideal employees USABILITY & DESIRABILITY mands a systemic not a component approach to de- as ‘specialists with a passion and empathy signing new products and services. Edison didn’t just for people and for other subject areas’. The design and patent a light bulb – he created an entire most successful mix of skills. Design Innovation Model, dschool.stanford.edu new system that changed our world.’ N. Leon, Direc- tor, Design London [2005] PSSD INNOVATION STREAMS PSSD ENTRANCE GATES / A STARTING 1_TECHNOLOGY _SERVICE THE ROLE OF A PPS DESIGNER COMBINES THE ABILITY TO PLAN _SPACE THE USE, BUY, CONTEXT, ETC OF NEW TECHNOLOGIES DELIVERY OF NEW INNOVATIVE SO- 2_SOCIAL LUTIONS AS WELL AS APPLY TECH- I INTER & INTRA COMMUNITY & PERSONAL INTERACTIONS _COMMUNICATION NIQUES NECESSARY TO IMPLEMENT 3_BUSINESS _PRODUCT INNOVATIONS AND SUSTAINABILITY [Manzini] NEW MODELS, ORGANIZATIONAL PROCESSES AND VALUES PSSD at POLIMI 31
- 33. } } TOTAL PSSD STUDENTS TOTAL Nr. OF SURVEYS SENT TOTAL Nr. OF ASWERS BY CLASS 267 142 ‘05 46 ‘09 ‘06 ‘07 from Class 2005 to 2010 from a total of 202 students ‘08 from 1440 candidates from Class 2005 to 2009 PSSDESIGNERS at POLITECNICO DI MILANO [Survey, personal and group interviews + POLIMI data base information] 32 from 1440 candidates
- 34. PSSD STUDENTS MULTIPLEBACKGROUNDS / THE VERTICAL PART OF THE T DESIGN CAD FASHION ACCESORIES FURNITURE PRODUCT COMMUNICATION INTERIOR T GRAPHIC FINE ARTS ENIRONMENTAL ARCHITECTURE MECHANICAL URBAN PLANNING ENGINEERING LITERATURE GOVERNMENT PHYSICS PSSD CANDIDATES PER YEAR 234 275 244 249 167 271 PSSD STUDENTS PER YEAR exchange students add up to the n. shown 41 49 36 43 33 65 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 PSSD STUDENTS MULTIPLE BACKGROUNDS / THE VERTICAL PART OF THE T 33
- 35. PSSD by POLIMISTUDENTS A PSS designer is able to work in several fields adapting to the current needs. D.D. “as a creative yet rational professional”A.M. 360 design, experience design. D.P. As a product designer able to integrate other areas in order to make sustainable service systems with different actors and innovative strategies. Designing from a service perspective, instead of product perspective. Where the product and service provided have a sustainable and lasting relation with the customers. S.T. “pssd is not a discipline but a method of collaborative work (which is updates with current world state and need of services) in design studios.” D.O. “more a project strategist position than a designer specialized in one field.” E.R. PSS design is a systemic approach that takes in consideration several aspects: product, communication, service, interiors. M.C. 34 PSSD by POLIMI STUDENTS
- 36. PSSD POLIMI STUDENTS I find it easier to define myself as a strategic designer. D.T. PSSD is a broad course concerned with meeting user needs through cohesive systems of products, services, communication and touch- “creating a link between retailing, space and service system planning.” K.V. points. For me the product-service-system concept is most interesting as a sustainability concept, and a tool to reduce consumption. J.P. “as a design thinker” A.C. “I guess the definition it's too general.” D.B. “while having an overview on the whole life cycle of a project, coordinate all the different elements of a brand (research, communication, products, interior, marketing, retail, services…) into a synergy, thus creating a system through which an institution or a product/service presents itself as a valid competitor to a local or global market.” M.S. I am a System Designer with strong interest towards applied research and user centred design. We work on the “why?” over- looking the whole integration of parts to satisfy a need. Rearranging or creating new parts to that system, holistic design. B.S. PSSD POLIMI STUDENTS 35
- 37. PSSD by POLIMISTUDENTS HOW DO YOU MUCH DO YOU IDENTIFY PROFESSIONALLY WITH THE PSSD APPROACH ? [PERCENTAGE SHOWN OF RESPONDENTS WHO IDENTIFY VERY MUCH WITH EACH STRENGTH - ON A 1-5 SCALE INTERDIS- CIPLINARY APPROACH - hybrid diverse disciplines from problem setting to problem solving 89% 89% MULTI- CULTURAL DESIGN SENSIBILITY - frame the THINKING project from the specificity of the System thinking in context context / adaptable & flexible 69% 69% ENTREPRE- NEURIAL & LEADERSHIP ATTITUDE* 36% 36 PSSD by POLIMI STUDENTS
- 38. PSSD by POLIMISTUDENTS 5=VERY MUCH] STORYTELL- ING SKILLS phenomena visual representation & listening skills for strategic communica- tion 50% PASSION & ENVIRONMEN- PERSONALITY TAL SENSIBILITY FOR DESIGN think the resources as a condition- be positive & trust - viewpoint to P take decisions responsibly ing pre-value for the project the consequences seeing the consequences 38% 38% PSSD by POLIMI STUDENTS 37
- 39. LOCAL PSSD by POLIMI STUDENTS’ PROJECTS Browsing through POLIMI PSSD student’s projects, we can recognized some elements that are recurrent, such as an optimistic and innovative viewpoint looking for social or sustainable end, the reliance on people, government and innovative partnership. Many projects start from a theme (work, leisure, socializing, health, water, mobility, etc) and ethnographic and/or trends’ research, then go the conceptual phase to meet later the brand needs and the business plan. Even if there is a movement towards a more business oriented approach, project sometimes translate in idealistic out- comes that don’t give realizable solutions. Videos and storyboards tell usually about the PSS innovation which includes all the needed elements, intangibles such as communication and online service design are a usual must. As in the market, FROM IDEALISTIC OPTIM intangibles such as apps became sometimes the product of the project. Thesis works reflect some of these characteristics. In terms of themes, many work on sustainability connected mobility, housing, education, pollution, everyday behaviors, etc. Others work on developing background studies with a PSS approach centering the project on fashion design or product design for instance but including the communication, web and partnership system thinking. 38 PSSD by POLIMI STUDENTS’ PROJECTS
- 40. PEOPLE CENTERED &ENGAGEMENT SHARING / COMMUNITY INNOVATIVE SOCIALLY GOOD / SUSTAINABLE GOVERNMENT INVOLVEMENT SYSTEM NEW PARTNERSHIPS IDEA FIRST > BRAND NEXT VIDEOS / STORIES MISM TO BUSINESS PLAN COMMUNICATION DESIGN / WEB DESIGN THEME BRIEF ETNOGRAPHIC RESEARCH + TRENDS SHARING / COMMUNITY 39
- 41. MANIFESTO & OPPORTUNITIES 40 MANIFESTO & OPPORTUNITIES
- 42. MANIFESTO & OPPORTUNITIES Asan output of this chapter a Product-Service System Designers’ manifesto is proposed. It is built as an updated bottom-up definition of what are Product-Service System Designers from their views with the background of the Product-Service System theory. It is written in a declarative way as a document that could be used as a definition for the designers and for the project development. Next, some insights of the first section’s research are drawn on the shape of Strengths, Opportunities, Weaknesses and Threats (SWOT). Each chapter presents these final reflection which will be collected at the end of the research as input for the the project proposal. MANIFESTO & OPPORTUNITIES 41
- 43. WE ARE DESIGNTHINKERS, PRODUCT-SERVICE SYSTEM DESIGN THINKERS 42 WE ARE DESIGN THINKERS,
- 44. WE DESIGN 360DEGREES, FROM CONCEPT GENERATION TO BUSINESS MODELLING WE DESIGN THE PRODUCT + THE SERVICE & THE COMMUNICATION, FROM THE STAKEHOLDERS MAP TO THE SYSTEM’S LIFE CYCLE WE SEEK FOR INNOVATIVE SOLUTIONS TO APPLY LOCALLY AND REPLICATE GLOBALLY WE KNOW WE CAN MAKE A CHANGE THROUGH DESIGN TO HAVE A TRULY SUSTAINABLE WORLD WE TURN SOCIAL CONCERNS INTO ECONOMIC OPPORTUNITIES TO ADD PRACTICAL & POSITIVE VALUES TO ALL ASPECTS OF SOCIETY WE ENCOURAGE THE SHARING & WE-ECONOMY WE PUT PEOPLE AT THE CENTER OF OUR RESEARCH & PROJECTS WE BELIEVE IN MULTIDISCIPLINARY TEAM WORK WE BELIEVE IN PROTOTYPING TO TEST & REFRAME OUR VISIONS WE ARE STORYTELLERS & VISUAL THINKERS WE THINK THE SYSTEM TO MANAGE THE ENTIRE DESIGN PROCESS WE DESIGN 360 DEGREES, 43
- 45. STRENGHTS HIGHLY TALENTED OPPORTUNITIES CREATE THE NETWORK WITH PROFESSIONAL IDENTITY FULFIL NEEDS IN DIFFERENT GROUP OF PROFES- JOURNEY MOMENTS THAT COULD BE BETTER SUPPORTED IMPROVE THE SKILLS THAT DO NOT MATCH THE DEFINITION BY THE BOOK AND SCHOOL’S PROFILE ATTRACT THE STUDENTS ARE INCREASING WEAKNESSES SIONALS JOINED BY A THE PROGRAM IS NEW AND SMALL, THUS THE COMMUNITY IS SMALL AND HIGHLY SPREAD IN THE WORLD STRONG PAST EXPERI- THREATS ENCE WITH A MULTIDIS- WITH SO MANY DEFI- NITIONS AROUND IT IS HARD TO CREATE A STRONG ONE IF IT IS SUPPORTED AND PROMOTED BY THE INDUSTRY CIPLIANARY AND INTER- NATIONAL BACKGROUND 44 WE ARE DESIGN THINKERS,
- 46. 2 THE PSSD JOBMARKET FROM PSSDSTUDENTS TO PSSDPROFESSIONALS Where are the job opportunities for PSS Designers? Which are the actors in the job market using this approach? The second chapter approaches these questions by reviewing the existing literature and by asking to the POLIMI PSSD Professionals their experience in up to now. One of the challenges of the study was to locate job opportunities for PSS Designers. To identify the organizations offering PSS, the problem was approach from two viewpoints. First, from the main stakeholders involved in PSS development, as entrance gates for PSSD where designers can collaborate. Second, from the current design firms that have a similar approach. In both cases it is hard to find their offer as “PSSD”. However, in their practices we can see the PSS ap- proach. The term Market is thought in a broad way in the sense of opportunities to develop the profession since PSSD is an innovative approach and PSS may come not always from traditional business plans and work offers. The second part of the chapter is dedicated to the ethnographic research of POLIMI students and their experience. Joining and contrasting these too realities, a map and directory of the PSSD Job Market and Opportunities are drawn. THE PSSD JOB MARKET 45
- 47. THE [PSS]D JOBMARKET Measuring design capabilities1 (design graduates, registered designs, firms & turnover, public investment & employ- ment) is not an easy task and it varies greatly by country. In some countries the design market mirrored the recession. But, in others as in the UK it hasn’t stopped the design industry growing. Globally, nations now compete on design and East Asian countries are emerging as design powerhouses. [Measuring design, 2009] In any case, competition is tough in the design sector. The UK Design Council reports how there are more students leaving design education than there are jobs to receive them. It is true that the versatile nature of the industry means it is possible to work across more than one discipline. [careers.guardian.co.uk, 2010] This means, having a more flexible profile which is able to suit the avail- able, sometimes challenging sometimes not the “right”, offers. Many young designers find it hard to believe that they can make a living doing something they find compelling and interesting—something they love. Even the most skilled designer finds the search for a first job stressful. [AIGA] Usually, a designer begins by creating a portfolio and CV after understanding him/herself and his/her work. After that it is a must to understand the job market. For designers in gen- eral, there are many resources as school placement services, job agencies, companies’ directories and design magazines are widely spread. For PSSDs this task is more complicated, due to the lack of information on both sides, knowing the PSSD industries and the PSSD concepts and skills, and the general cultural challenge that means moving to Product- Service Systems. 1 International Design Scoreboard: Initial indicators of international design capabilities, IFM, 2010 46 THE [PSS]D JOB MARKET
- 48. LOOKING FOR JOBIN DESIGN CAN BE CHALLENGING, THINK IN PSS DESIGN... THE [PSS]D JOB MARKET 47
- 49. THE PSSD JOBMARKET PSSD MARKET ENTRANCE GATES PSSD JOB MARKET ENTRANCE GATES A PSS strategy is strongly context-of-use [different solutions for a wide range of markets], with different stake- holders point of views, articulated on economical, social, environmental aspects, possible PSS providers and end- Companies users [N. P. Bianchi, 2009]. From literature it is possible to derive that the main stakeholders to be involved in a PSS SO PO PSS strategy are Companies: PSS, Service-Oriented [SO] and Product-Oriented [PO] Providers, Governmental Providers Providers Providers Government End-Users organizations, End-users and Design Studios. They all offer to the designer different entrance gates. Even if many times the interaction between all the above actors for the creation of a successful PSS exists, other times only some direct are involved taking a double roll. Usually there is a leading actor or partnership from whom PSS Designers may work for, either directly or through a Design Studio. through Design Studios PSSD JOB MARKET COMPANIES AS ENTRANCE GATES Overview of the companies developing PSS researchers often have experience working with each Companies In 2009, Lindahl et al. presented an International survey other. The Italian2 survey is an exception, since that of Swedish, Japanese, Italian and German Manufactur- survey mainly consisted of small companies with fewer ing Companies with Product-Service Systems Experi- than 100 employees. PSS SO PO ences1 at the 1st CIRP Industrial Product-Service Sys- Providers Providers Providers tems IPS2 Conference. When investigating which departments were involved in the design of product/service offers, it was found that From this paper it is interesting to note that the Swed- staff from product development, marketing and after- ish and Japanese surveys mainly consisted of companies sale was most common for most countries. However, As it has been said, the PSS concept was relatively new, with more than 1,000 employees. The domination of in Italy there was also a major inclusion of the produc- and few companies had experience with PSS and only a major companies indicates in this study and other ones tion department. Others include sales department and few cases were found repeatedly in the literature. Moreo- from this time show that large companies have been product line management. ver, another challenge still existing, is that even though the first adopters of PSS. A reason why large com- companies work with and show increasing interest on panies are dealing with PSS is that they can afford to In most countries, the content of PSS offers from all PSS, they very seldom use the term PSS. Even if the spend some resources on testing new concepts like companies were quite similar. The companies contacted challenge is finding them and even introducing the ben- PSS, and also because the knowledge transfers from in Sweden, Germany and Japan were working mainly efits of the PSS to the sector, companies are an interest- academia to major companies is faster and easier in the area of mechanical and/or electronic industries, ing entrance gate for PSS designers. than to small companies, since major companies and electromechanical equipment for business applications, 1 The term for PSS used in the survey is “product service combinations”. 2 Further information under the chapter on the Italian sector 48 THE PSSD JOB MARKET
- 50. THE PSSD JOBMARKET ORGANIZATION DESCRIPTION CONTENTS OF PSS BY COUNTRY Xerox International Products are sold guaranteeing fixed price per copy from products/processes de- SWEDEN JAPAN GERMANY ITALY ALL COUNTRIES signed for remanufacturing. Parkersell [UK] Parkersell developed a product service integrated lighting system solution for Sans- 100 bury’s more efficient in life cycle costing and environmental improvement. 80 Castrol Inc. [USA] Lubricant service packages reducing lubricant consumption. Profit from cost saving 60 not consumption. 40 Mobility [SWIZERLAND] Initial fee then pay per wash from remotely monitored energy efficient machine and lauderette system solutions including maintenance, repair and finance services 20 Eastern Energy [UK] Vehicle sharing group - 1400 cars, 850 locations, 350 communities. Less than 1500/ 0 duct tions ood tion ance ity s ces yr saves money. Physi cal Pro Opera mpti on G y con sump Maintain -back respo nsibil Repa ir Licen Consu Energ Take Electrolux [SWEDEN] Not just energy. Energy management, consumption and training. [Lindahl, 2009] expensive investment machines, and home appliances. from the provision of ecologically grown vegetables, to Those in Italy, in contrast, consisted of credit cards, a description of how DuPont Flooring Systems in USA PARTICIPATING DEPARTMENTS IN PSS DEVELOPMENT roasted coffee, pharmaceutical products, mechani- has shifted focus from selling floor coverings to provid- SWEDEN JAPAN GERMANY ITALY ALL COUNTRIES cal products, paper, supporting equipment for educa- ing total servicing to customers: installation, tailored 100 tion and machines for the gaming industry. The three maintenance, takeback, and recycling. [T S Baines, main parts of the offers seem to be physical products, 2007] Other authors like Mont give examples of PSS 80 maintenance, and repairs as shown in the figure. Only initiatives categorized from ‘take back/remanufacture’ the German companies that also often included energy such as Xerox Corporation to ‘Car Sharing’ in Leiden, consumption in their PSS. Receptive firms are usually Netherlands. When selecting successful cases, authors 60 linked to local development networks, and have a dealing with PSS appear to be attracted by the novelty, product portfolio featured by high item value, im- completeness, and environmental benefits of schemes, 40 portant service component, or updateable products rather than in-depth assessments of implications to com- such as technology and fashion. [Lindahl, 2009] petitiveness. There is a diverse range of PSS examples in 20 the literature, apparently demonstrating economic suc- Some of the more successful examples of PSS, as high- cess but tending to emphasize the environmental and 0 lighted in the literature are summarized in the following social gains. [T S Baines, 2007] Product Development Marketing Finance Production After Sale Other [Lindahl, 2009] table. Examples of companies developing PSSs range THE PSSD JOB MARKET 49
- 51. THE PSSD JOBMARKET PSSD MARKET COMPANIES As said companies provide an interesting opportunity for PSSD Professionals to enter the job market. There are some companies working with the PSSD approach and other which can be identified as potential ones. In the first group we can find big brands such as Virgin Atlantic. It’s head of design and service design Joe Ferry explains that they “often work with external agencies. They work with so many different companies that they can bring you totally new ideas from other industries. Service design happens in reverse: the objective is to de- fine exactly what it is you want the experience to be, and then work back to establish how you can navigate the constraints you have – and actually deliver that.” For the second group, it is harder to go in since there is a lack of knowledge or cultural barriers to move from offer- ing only products or services to a PSS offer. As Philips CEO explained in the SDN conference 2010, moving from being Product Oriented providers such as being a producer of goods to having an integrated offer of Product and Services is not easy. However, almost any sector could be potential employer such as banking, mo- EXAMPLES OF COMPANIES WHO ARE POTENTIAL PSS DESIGNERS EMPLOYERS bile services, hospitality brands. Successful cases can be seen at Crowne Plaza Hotels and Resorts and SBK Ger- many. Banking companies have explored this approach latelly, another example is Washington Mutual Bank [see Picture on the right] who tired to create a Pleasant out-facing experience [Norman, 2011]. However, these companies usually contract design studios while compa- nies like Philips do have a in-house design team. 50 THE PSSD JOB MARKET
- 52. THE PSSD PSSDJOB MARKET THE JOB MARKET PSSD MARKET GOVERNMENT As we have explained before, working for governmental institutions is another option for PSS Designers since the PSS approach could meet many ideals in terms of designing for public good and services. However there many big stops in many countries, coming from lack of trust and knowledge of what a PSSD Professional can do for them as well as design in general and the institu- tion’s structures themselves (See Chapter 1). But some examples show the public institutions and organizations as potential work places. Design Council in the UK is a common example, cross collaboration between Euro- pean Union and several universities is another one such as the one present in the SUSPRONET [Network on Product Service Systems] project. Another highly rep- licated example are the bike sharing services that coun- tries’ governments are implementing. On the picture, the example of Santa Fe, Argentina, bike sharing service is shown. EXAMPLES OF GOVERNMENT INITIATIVES WHO ARE POTENTIAL PSS DESIGNERS EMPLOYERS THE PSSD JOB MARKET 51
- 53. THE PSSD JOBMARKET PSSD MARKET END-USERS Working directly with end-users is another interesting gate to employment. Many PSS innovations come from communities’ bottom-up or single entrepreneur ini- tiatives. An important set of cases can be found on the book What’s mine is yours by Rachel Botsman, such as the case of Ron J. Williams, founder of SnapGoods. Creative Communities by A. Meroni, with examples of housing, eating, commuting, working, learning and socialising. The opportunity is harder to spot but there an increase of these type of initiative all over the world. Moreover, self-generated work can also be considered as an way to enter the market. The skills of PSSDs, even if they need to be further developed, include entrepre- neurial and leadership abilities which may derive in a new PSS business offers or new design studios that offer PSSD. In this case, we can see as pioneers the case of Sahil and Sarthak, two PSS designers from Politecnico di Milano that opened their studio in their home coun- try, India. EXAMPLES OF END-USERS INNITIATIVES WHO ARE POTENTIAL PSS DESIGNERS 52 THE PSSD JOB MARKET
- 54. THE PSSD JOBMARKET THE PSSD JOB MARKET PSSD MARKET DESIGN STUDIOS Design studios are the usual aim for job search. It is not common to finde PSS design among design studios of- fer or a job post asking for a PSS Designer. However the approach and the skills are present in some known con- sulting and are appearing more and more in the market. In the first case, known cases as IDEO and thoughtful, socially conscious constancies like Participle, live|work, Think Public and Engine. In the second case we can find many studios that have some of the elements such as studios that had worked mainly on one direction like interaction, service or product design that are either ap- proaching the problems using some of the elements of PSSD or broadening their borders to include a more systemic approach. That is the case of Frog design and Seren. In this last group, the entrance is harder since they usually search for specialized skills such as UX de- signers which may not directly match all PSSDs profiles. Thus, a introduction is needed to show the match and the value. EXAMPLES OF DESIGN STUDIOS WHO ARE POTENTIAL PSS DESIGNERS EMPLOYERS THE PSSD JOB MARKET 53
- 55. THE PSSD JOBMARKET PSSD MARKET IN ITALY Designdirectory is the publication of reference which vice design. Even if defined by profiles, we can see the to external designers. In companies, particularly in tech- describes in detail the design industry in this metropo- contamination of the different profiles throughout the nical offices, research and development departments but lis, listing the firms, institutions, professional people, history of design in general and in Italy. Even the Aso- also in the supplier network there is a large reservoir of bodies and associations in Italy, with an online search ciation of Industrial Design “is involved into products design operators that have different roles in the creation engine www.designfocus.it. It is divided by Design design, services design, visual communication, packag- of products; from the conception of ideas to art direc- Professionals (studios with in-house design teams, de- ing, interior design and in the design for the environ- tion, from technological and material scouting to solv- sign constancies & freelance designers), Training and ment.” [ADI, 2010] ing technical and production feasibility problems, to research, Design firms (Companies that work with de- end with the corporate and product communication. signers in and out and The cultural system (exhibitions, As we have seen before, Italy is a particular home to PSS [Designfocus, 2006] museums and publishing). The directory identifies 4 development, due to its history of design driven inno- main professional profiles: the industrial designer re- vation and small industry interdisciplinary structure. t In the Milanese sector the role of “coordinator” of the sponsible for the design of products and services and present, one in two companies that belong to ADI is in different networks: managing either the complementary for corporate communication, the communication de- Lombardy. Milan design system is a reservoir of a mul- skills that are provided by actors supporting the project signer who operates in the traditional graphics field but titude of professionals, some of whom operate in spe- itself such as artisans and modelmakres and the network also in the changing world of multimedia, extending cific specialised fields, while most of them operate across that involves a regular relationship between the designer across to photography, cinema and television; the inte- the fields mentioned above. They are design networks and other professionals who cooperate in the process rior designer responsible for transforming indoor and made up of small professional offices that deal with dif- of enhancement of the product and its launch. History outdoor spaces following the trends in the culture of liv- ferent parts of the design process and co-operate with teaches us that that the success of many important “de- ing, working, free time and entertainment, but who also each other. These small offices usually employ about sign” firms in Lombardy is due to the indissoluble bond operates in the urban sector and also deals in particular three to four people; the projects are often managed in between entrepreneurs and designers, to designers that with the methods and places used to increase the visibil- co-operation with external collaborators as needed who have become entrepreneurs, or to entrepreneurs that ity of products; the fashion designer who operates in enrich the working potential of the office. The relation- have shown the unique talent of being also designers. the vast area of clothing and accessories. [Designfocus, ship established between designers and companies is in This particular managerial characteristic of the italian 2006] It is not surprising that the Product-Service De- most cases based on an external consultancy; sometimes designer, can be easily recognised in the education of the signer is not listed as a main profile in the Italian design this involves stable relations which continue in time PSSD students at the Politecnico di Milano. industry. As we have explained before, many times the where the designer is identified with the company and PSSD has a strong and more recognizable background, vice versa; other times the relationship is with a number In total there are about 12.500 [3] offices and small thus is listed under it, even if they develop PSS. How- of different designers generating a continuous enrich- firms in Italy that deal with design, out of 2386 subjects ever it is interesting to notice that under the definition ment in terms of proposals and innovative capacity of counted at a national level, 1,024 operate in Lombardy of the Industrial designer it is the responsibility of ser- the company. However a company does not only relate and 499 of these, i.e. 48.7%, operate in the province of 54 THE PSSD JOB MARKET
- 56. THE PSSD PSSDJOB MARKET THE JOB MARKET Milan. [3] The information was obtained from the data by the Ministry of Economy and Finance for category 74.87.5, a part of code 74.20.C (excluding clusters that deal with technical drawings for architecture) and the 3 clusters of code d 74.20.E of architects that declare interior design, exhibit design/interior layout planning and design of interior design accessories as their primary activity. [Designfocus, 2006] From the directory we have identified some design firms like Pierandrei Associati [see Picture on the side] who have the Product service System approach. EXAMPLES OF DESIGN FIRMS IN ITALY WHO ARE POTENTIAL PSS DESIGNERS EMPLOYERS Nooo THE PSSD JOB MARKET 55
- 57. POLIMI PSSD STUDENT’SJOURNEY To understand the different stages, needs and feeling of the stu- MAIN DIFFICULTIES FOUND DURING THE PSSD JOURNEY dents along their path through the program, before and after some interviews and observations was done. First, on the right, GETTING INTO THE PSSD PROGRAM the results of the survey on the theme is shown. Then, on the next pages a graph that shows a journey of a PSSD student UNDERSTANDING WHAT WAS PSSD ABOUT from Politecnico di Milano along the different stages, from the DOING MY PSSD PROGRAM ASSIGNMENTS pre-universtiy experience, passing through the several moments of the student life to the professional stage. Selected meaning- FINDING AN INTERNSHIP ful moments are presented, built on listening to PSS designers’ experiences. Each step is shown with some main quests and feel- DOING THE PSSD PROGRAM THESIS ing extracted from the conversations in four areas: academic, professional, job search and social. Moreover, there is graph FINDING A WORK AFTER THE PSSD PROGRAM showing the work-life balance in these areas to understand how they overlap and relate in terms of the space they occupy in the DOING SOMETHING WITH WHAT I HAVE LEARNT life of the PSS designer during the journey. Finally, on each stage, some opportunities are spotted that could be useful for OTHER further development. 0 20 40 60 80 100 56 POLIMI PSSD STUDENT’S JOURNEY
- 58. POLIMI PSSD STUDENT’SJOURNEY MAIN CONCERNS ACADEMIC HOW TO GET IN WHAT IS IT? * KEEP SEARCHING BETTER OPPORTUNITIES? JOB SEARCH PROFESSIONAL LIVING IN A NEW CITY SOCIAL ? ANXIETY ENTHUSIASM FEELINGS UNCERTAINTY NEED OF CHANGE APPLICANT PRE-POLIMI PSSD IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII LIFE BALANCE ACADEMIC SOCIAL PROFESSIONAL * JOB SEARCH OPPORTUNITIES POLIMI PSSD STUDENT’S JOURNEY 57
- 59. POLIMI PSSD STUDENT’SJOURNEY * ACADEMIC WHAT IS IT? JOB SEARCH HOW DO I DO IT? START NOW? SOCIAL SOCIAL * ACADEMIC JOB SEARCH LEAVING TO WHAT IS IT? NEW ME IN A START NOW? A NEW CITY? NEW CITY FIND THERE? FIND THERE? PROFESSIONAL PROFESSIONAL POLIMI PSSD STUDENT’S JOURNEY ! :) ANXIETY EXCITEMENT HELPED ENTHUSIASM EXCITEMENT UNCERTAINTY UNCERTAINTY STUDENT LIFE CONFORT ENROLLED ASSISTING PSSD STUDENT IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII ACADEMIC SOCIAL SOCIAL ACADEMIC PROFESSIONAL PROFESSIONAL JOB SEARCH JOB SEARCH 58 POLIMI PSSD STUDENT’S JOURNEY
- 60. POLIMI PSSD STUDENT’SJOURNEY * * * JOB SEARCH ACADEMIC JOB SEARCH PROFESSIONAL ACADEMIC START THESIS? START JOB SEARCH COMPANIES? ACADEMIC LEARN & APPLY THESIS HOW PORFOLIO? FINISH IS THIS ME? & ON WHAT? PROFESSIONAL JOB SEARCH COURSES WHERE DO I GO? SOCIAL SEARCH BETTER? PROFESSIONAL SOCIAL MOVING? DEFINING MY PROFILE NEW SOCIAL RELATIONSHIPS SAYING GOODBYE? SOCIAL :)? :I ?! ENTHUSIASM IN MY OWN/BACKED ANXIETY BACKED OK, BUT IN MY OWN SEEKING NEW EXPERIENCE SEEKING UNCERTAINTY STUDENT LIFE CONFORT UNCERTAINTY INTERNSHIP SEARCH PSSD INTERN GRADUATING IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII SOCIAL SOCIAL SOCIAL ACADEMIC PROFESSIONAL ACADEMIC ACADEMIC PROFESSIONAL PROFESSIONAL JOB SEARCH JOB SEARCH JOB SEARCH POLIMI PSSD STUDENT’S JOURNEY 59
- 61. POLIMI PSSD STUDENT’SJOURNEY * JOB SEARCH SOCIAL ACADEMIC PROFESSIONAL WHERE? CONTINUE? NEW RHYTHM ADAPTING TO A NEW LIFE * EXPLAIN IT PROFESSIONAL SELF-DEVELPMENT REDEFINE ME LOCALLY? ACADEMIC JOB SEARCH TEACH LOCALLY? MOVING OR STAYING? REFINE SEARCH SOCIAL :S :) LEAVING AND STARTING NEW START OVERWHELM BY TIMING ENTHUSIASM SEEKING NEW/BACK TO ME UNCERTAINTY READAPT LOOKING FOR A JOB PROFESSIONAL PSSD PROFESSIONAL IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII JOB SEARCH PROFESSIONAL PROFESSIONAL SOCIAL ACADEMIC SOCIAL ACADEMIC JOB SEARCH 60 POLIMI PSSD STUDENT’S JOURNEY
- 62. THE MILLENIAL INQUIRERPROFILE The group of PSS designers, at least the ones coming this mind-set, many large firms are currently studying next job. from the Ms in PSSD from Politecnico di Milano, are this conflict and are trying to devise new programs to 4. Change to benefit all: Millenials may be driving part of the “Millenial Generation.” Millenials, an ab- help older employees understand Millenials, while at change, but the changes can benefit everyone. Consider breviation for millenial generation, is a term used by the same time making Millenials more comfortable. For the good of your entire organization when responding demographers to describe a segment of the population example, Goldman Sachs conducts training programs to Millenials’ ambitions. born between 1980 and 2000 (approximately). They that use actors to portray Millenials who assertively seek are also sometimes called the Net generation because more feedback, responsibility, and involvement in deci- they don’t remember a time when there was no Inter- sion making. After the performance, employees discuss net. Characteristics of the generation vary by region, de- and debate the generational differences they have seen pending on social and economic conditions. However, played out.[Alsop, 2008] it is generally marked by an increased use and familiar- For Millenials, ability shouldn’t be a problem to find ity with communications, media, and digital technolo- jobs since they are motivated and innovative, well edu- gies. They are described as optimistic, multicultural, cated and nimble. Millennials bring a new set of expec- paradox, entrepreneurial, happy to try out new tations and sense of purpose to the workplace, but they things, striving for experience, well-informed, want- need special attention. While salary is still a piece of the ing to make their own experiences rather than fol- puzzle, personal growth and making a difference are just lowing traditional paths. They are heavily dependent as important, especially when it comes to retention. At on team work, and thus, when they come of age, turn the end of the day, a better fit benefits both sides of the into the heroic team-working young people of a crisis. equation — setting up the company and the employees In their middle years, they become the energetic, deci- for long-term growth. IDEO in their Patterns report, sive, and strong leaders. [Strauss, 1992] The Millenials describes the following elements to attract Millenials: are sometimes called the “Trophy Generation”, or “Tro- 1. Show your colors: Let applicants in on all your pas- phy Kids,”a term that reflects the trend in competitive sions and perks. Black-box hiring doesn’t work for expe- sports, as well as many other aspects of life, where mere rience-savvy, values-driven Millenials. participation is frequently enough for a reward. Some 2. Rethink compensation: Define compensation as employers are concerned that Millenials have too great broadly as Millenials do for a potential win-win. Millen- expectations from the workplace.[Alsop, 2008] Studies nials aren’t saying, “Show me the money.” predict that Generation Y will switch jobs frequently, 3. Engage through opportunities: Diverse experiences holding far more than Generation X due to their great — ways to grow and learn — are a must for Millenials. expectations.[Kunreuter, 2009] To better understand Show them the next challenge, before they’re off to their THE MILLENIAL INQUIRER PROFILE 61
- 63. PSSD MARKET PROFILE In order to understand the relation of Product-Service case it becomes a barrier at the encounter moment with the working possibilities. Either they go back to their System designers and the current job offers in the mar- the employer to explain the profession and the specific countries or they search for where the companies with ket, a matching of them was carried out. After looking at and general set of talents that they have. For the job pro- PSSD profiles are. Thus, as it can be seen in the next many offers of design studios and other institutions, we viders, names become a confusion when looking at CVs mapping graphs where information from the POLIMI compared the skills and tasks asked for in the job posi- where they can discard because of the lack of knowledge database is compared to the current location of sample tion to existing CVs of PSS designers. This comparison or a focus on the “product” or “service” word, specially of the PSSDs based on a survey carried out for the re- allowed us to understand that even if organizations don’t in environments where system and service design are not search. ask for a “Product-service system designer”, they do ask known. It is important to understand and spread the many times for their approach. Plus, we can see that the name and skills in order to have an clearer matching of designers match the requested skills. Names don’t make profiles. the skill set and design mythology but they can be bar- Another element that defines the Product-Service Sys- riers for both segments: the job seekers and the talent tem designers at Politecnico di Milano is the wide rage seekers. For the first group, is a matter of understanding of countries of origin and their journey which can also how the companies look for people for instance apply- be followed by their profile. Many times they have trav- ing directly by company if then know them or searching elled for their studies, obviously being Milan a stop for for other positions that ask for a similar profile. In any the PSSD program. Other times the relocation is due < < MATCHING PROFILES < < The job post by Seren [service design consultancy] in 2009 searches for User experience consultants. Even if they do not look for PSSDs, it is easy to match in the shown CV of a 2007 POLIMI PSSD graduate the re- quirements and skills asked for. 62 PSSD MARKET PROFILE
- 64. THE PSSD JOBMARKET EDUCAT 12/2007 ION Master D egree in (Final gra Product- de: Excelle Service-S ystem-D 2005/200 nt-110/1 esign, Po 6 10); litecnico 2 semest di Milan ers excha o, Italy Medes (M nge at th aster of E e Intern ational S with a fo uropean chool of cus on U Design) p Art and rogram; Design in ciate Consultants 07/2005 ser Inspre I frequen Helsinki w d Design Consultants and Asso . ted the S ithin Bachelor trategic D UE (Final gra Degree in Industria l Design, esign De partm ndon) de: 100/1 Shoreditch (Central Lo 2 10); Politecn ico di M sultants 004/2005 ilano, Ita ly ing UE and Service Design associate con 2 semest and is currently recruit ers excha design consultancy list of global clients. 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- 65. 64 0 10 70 20 50 30 90 60 40 80 110 100 n. of pssd students ARGENTINA MAPPING POLIMI PSSDS AUSTRALIA EXTRA EU BOLIVIA BRASIL MAPPING POLIMI PSSDS BOSNIA CHILE CHINA 42 2 CYPRUS 1 COUNTRIES OF PROVINIENCE COLOMBIA GHANA JORDAN 10 1 HONG KONG 2 4 INDIA NUMBER OF PSSD STUDENTS BY COUNTRY OF PROVINIENCE 8 INDONESIA IRAN 41% ISRAEL LIBANON >GEOGRAPHIC MEXICO HETEROGENEITY NEW ZELAND 2 1 1 RUSSIA 2 2 1 3 SOUTH KOREA 128 1 2 6 2 SERBIA & MONTENEGRO 1 2 2 1 1 2 THAILAND 1 2 23 1 1 TURKEY UNITED STATES 8 BULGARIA EU 1 CROATIA DENMARK 8 ESTONIA 3 FINLAND 59% 24 FRANCE 1 4 GERMANY 1 GREECE HOLAND 1 1 HUNGARY others LITUANIA turkey Italian ITALIAN POLAND ROMANIA china not italian 52% 1 SPAIN UNITED KINGDOM italian 48% UZBEKISTAN ITALY
- 66. WHERE ARE PSSDsSPREADING? COUNTRIES OF PROVINIENCE 65
- 67. 66 COUNTRIES OF PROVINIENCE
- 68. ACCRA MAPPING POLIMI PSSDs ASHDOD BANGKOK BASEL BELGRADE DID THEY PEOPLE THAT MOVED 61% BERGAMO BOSTON GO BACK BUENOS AIRES CREMA OR other New cities where people have moved new DELHI Home cities that have received back cities 46% GENOVA MOVE? 39% GLASGOW HAIFA Went BACK ISTAMBUL to their home city IZMIR LEGNANO Origin cities LONDON ORIGINALLY FROM MILAN MEDELLIN ONLY 2 MENDOZA * NOTE The current students that responded MILAN NICOSIA the survey where excluded of this NOVARA graphs, since they based in Milan PIACENZA 17 where the program is. Milan seams to ROMA TOTAL PSSDs LIVING IN MILAN be big attractor for PSSD graduates/ students many remain. SAN GIOVANNI IN FIORE On the other hand, added to the SÃO PAULO diverse origin of the students where SHANGHAI many return to, new cities are po- SHENZHEN from 36 linated with PSSDs who search for PSSDs interviewed jobs or new experiences. SOFIA STUTTGART TORINO PSSDs LIVING IN MILAN TOTAL 67 UDAIPUR
- 69. POLIMI PSSDs PLACEMENT NUMBER OF PSSD INTERNSHIP PLACEMENT BY TYPOLOGY [POLIMI Report 2009] WHAT KIND OF WORK DO PSSDs DO? COMMUNICATION DESIGN 37 9 FREELANCE INTERNSHIP PSSD 3 PHD 4 WORK INTERNAL 7 2 Communication design PROFESSIONAL PROFESSIONAL 8 20 6 STUDIOS STUDIOS Product design FIRMS FIRMS 4 Service design 2 ARE PSSDs WORKING NOW? AND WHERE? HOW DID THEY FIND THE CURRENT JOB? Architecture / Interior design / Retail design Job agency/online board 6 67% are working NOTE POLIMI University services Fashion Design 0 Other Cities in MILAN Report 2009 Company job posts shows almost Interaction design 100% of the Family / Friends 1 33%Not working at Home City graduates are employed, the survey realized Own initiative Research the moment for this study, 4 Other gives a differ- Design Education ent result. 0 3 6 9 12 15 18 2 ON A SCALE OF 1 TO 5, HOW SATISFIED ARE PSSDs WITH THEIR CURRENT WORK POSITION? Other 2 7% VERY DISSATISFIED 0 2 4 6 8 5% SOMEHOW DISSATISFIED 21% NEITHER SATISFIED NOR DISSATISFIED NOTE Due to the multidisciplinary approach, respondents could choose more than one area. It is remark- 17% SOMEHOW SATISFIED able most people had designed communication, as complementary or main job even if they had not a background on that sector, which gives a similar insight as what is was shown in the previous 12% VERY SATISFIED chapters when talking about PSSD Projects. 68 POLIMI PSSDs PLACEMENT
- 70. POLIMI PSSDs PLACEMENT WHICHWOULD YOU SAY ARE THE DIFFICULTIES IN FINDING A PSSD WORK POSITION? 79% Not enough INFORMATION about PSSD in the market 49% I don’t know the COMPANIES doing PSSD 49% Not enough OFFERS in my area 7% I don't see many difficulties 5% I am not interested in a PSSD work position 7% Other INTERVIEWS INSIGHTS ON JOB PLACEMENT AND THE JOB MARKET “What is missing is an understanding of what is PSSD outside.” M.C. “PSSD education prepares us best for a team-leading position, whilst such position are generally not available for fresh university graduates.” V.M. “I feels bad when there is not check box for us when you apply for a job.” M.X. “I think there are not many jobs that are exactly “Product-Service System Design”, but I think we’ll bring PSSD think- ing to any job we do. So then we’ll transform it into a PSSD job.” J.P. All interviews start with the question: so, what’s PSSD? Is true but is hard to explain it. S.T. POLIMI PSSDs PLACEMENT 69
- 71. MAPPING & DIRECTORY As an output of this chapter a map with the current location companies where PSS designers have worked or are potential employers of PSSDs in contrast with the mapping of PSS designers is pre- sented. The map was formed by the information recovered by the survey to PSS designers, a review of the internships’ reports’ archive from the Career Service office at the Politecnico di Milano, an interactive map set at the thesis blog and an internet research. Interviews where asked to name the companies where they work now and the one where they have done the compulsory internship of the POLIMI PSSD program. Along with the mapping, there is directory of the design firms. The design- ers’ directory can not be disclosed since due to privacy matters. However, both the designers and the firms database are a valuable set of the information that can be reused in the final proposal. 70 MAPPING & DIRECTORY
- 72. On the left:Snapshop of interactive GoogleMap of members of TheFlock [see design proposal]. The complete map of PSS designers cannot be shown due to privacy matters. On the right: Snapshop of interactive GoogleMap of PSSD related companies. On the left: Snapshop of interactive GoogleMap of members of TheFlock [see design proposal]. The complete map of PSS designers cannot be shown due to privacy matters. On the right: Snapshop of interactive GoogleMap of PSSD related companies. 71
- 73. PSS DESIGNER FIRM 72 On the left: Snapshop of interactive GoogleMap of members of TheFlock [see design proposal]. The complete map of PSS designers cannot be shown due to privacy matters. On the right: Snapshop of interactive GoogleMap of PSSD related companies.
- 74. PSSD FIRMS DIRECTORY DESIGNRESEARCH FORESIGHT DESIGN INIATIVE STRATEGIC COMMUNICATION CASA + T ENOVATE DIMANDO AREA51LAB CRUDIBLE ISG CONSULTORÍA BRAND MANUAL DISTANCE LAB KIRMIZI KALEM CREVATE NAKED EYE MAKING SERVICE SENSE CRITICAL MASS FLOW-INTERACTIVE SERVITIZE EDENSPIEKERMANN FUTURE CONCEPT LAB SNOOK FREEMAN CHRISTIE JWT INTELLIGENCE SEREN JWT.COM LATITUDE SERVICE WORKS LBI.COM MAKETOOLS PALMU INC LRV THE YOUNG FOUNDATION TACKLE SERVICE DESIGN MEDIACATALYST THE MEME MIXE.NL INTERACTION / UXD WORKPLAYEXPERIENCE NASCENT DESIGN S.R.L. PG DESIGN & BRAND CONSULTING ATTOMA PROGETTO25ZERO1 DOBERMAN SOCIAL/SUSTAINABLE DESIGN SAS COMMUNICATIONS GROW INTERACTIVE SERVICEDESIGN.LU HISER CARE TO DESIGN SWEET MOTHER OF SNASK! LOCAL PROJECTS COLLABORATION IN ORGANIZATIONS THREAD DESIGN SHANGHAI MINIATURE STUDIOS CSCDESIGNSTUDIO ZEMOGA MAKING WAVES CUSTOM FUTURE MODEA DESIGN SHARES STRATEGIC SYSTEM DESIGN TEAMINTERFACE DISENO PARA LA INNOVACION SOCIAL TENCENT PARTNERS FOR INNOVATION COPENHAGEN LIVING SOCIAL INNOVATION CAMP CBD - CHRISTIAN BJØRN DESIGN SERVICE DESIGN THE VALUE WEB COOPER THE AUSTRALIAN CENTRE FOR SOCIAL IN- CULTIVAR CONSULTING 31VOLTS NOVATION DESIGNTHINKERS.EU WEIVEN PSSD FIRMS DIRECTORY 73
- 75. FJORD PROSPECT HABITS SEYMOURPOWELL RADARSTATION H FARM TRANSFORMATOR SARTHAK SAHIL DESIGN CO. ILRAGO SEA IMILLE SETUP UTRECHT | HET CENTRUM VOOR ISAO HOSOE DESIGN PRODUCT SERVICE DESIGN SOLUTIONING LOGICA:ARCHITETTURA* SUSAGROUP MARCO FERRERI DESIGN* ADAPTIVE PATH ZULU ALPHA KILO MARKUS BENESCH CREATES* BREAK/THROUGH THE FLUX | SUPERFLUX M&T ANTONIO SCARPONI THINKPUBLIC MARIA LA ROSA CREATIVE CITIES YELLOW MR&D DEGW ZIBA NOOO.IT CONTINUUM NUCLEO DESIGNIT ITALY / STUDIOS PIERANDREI ASSOCIATI DAVIS-ASSOCIATES.CO.UK POLTRONA FRAU GROUP EGERIE CARUSO TORRICELLA* STUDIO TERRI PECORA ENGINE SERVICE DESIGN CASTELLI DESIGN* TECNO SPA* EXPERIENTIA CAPPELLINI THE HUB MILANO FROG DESIGN CREOLO TOTAL TOOL MILANO FUNKY PROJECTS D’ARCHITETTURA ALIMENTARE* VENELLI KRAMER ARCHITETTI* FUSEPROJECT DEEPDESIGN WELL-TECH GORENJE DESIGN STUDIO DESIGN INNOVATION XPLORA-LAB HUGEINC DESSIGN STUDIO IDEACOUTURE DMC VILLATOSCA IDEO EMANUELE MONTANELLI ARCHITETTO* COMPANIES INSITUM ESTERNI.ORG LATITUDE | LIFE FOOD DESIGN STUDIO 3M LIVE|WORK FORFUNDESIGN.IT* ABITARE MEDIALABUTRECHT GLOCALDESIGN BIELLA APPLE PARTICIPLE GP DESIGNPARTNERS* BMW ITALIA 74 STRATEGIC SYSTEM DESIGN
- 76. BT FINANCIAL GROUP NOVABASE INDUSTRIAL DESIGN CONDÉ NAST ORANGE POLITECNICO DI MILANO CAFÉ SECONDAS PAULVOGLEWEDE.COM NO.NET COPENHAGEN LIVING LAB PG.COM RSA CULMINATUM PHILIPS SVID DECATHLON SAMSUNG TIHANY DESIGN* DESIGN VÄSTERBOTTEN SAPIENT WILD DESIGN INC.* DOT KITE SONY ERICSSON GE HEALTHCARE STAYOKAY GILLETTE SYNEO COSMETICS: GOOGLE TAIWAN DESIGN CENTER HAUFE LEXWERE TELEKOM HP PELZER GROUP TIETO NOTE: This directory is formed by design stu- HUGO BOSS TRE.IT dios and companies that are somehow related to INTEL VIRGIN ATLANTIC Product-Service System Design, either they share INTESAFORMAZIONE XENER SYSTEMS the PSSD approach in their work methods and- JOHNSON & JOHNSON WHIRLPOOL projects, either fully or in a special sector, or they KODAK WE WELLNESS employed Product-Service System designers. Un- KONE WESSCO INTERNATIONAL der Product Service Design, there are the studios L’EDITORE :: ELIFESTYLE WOLKSVAGEN that would be more closely identified with the MAYO CLINIC WORLDMARK PSS approach such as IDEO. Companies are a particular section coming also from the bibliogra- MC DONALDS phy found on PSS theory. The full directory with MOBILKOM AUSTRIA detailed information is to be upload to the site MICROSOFT CORPORATION where other companies/studios can add them- MOTOROLA OTHERS selves to the list. Many firms lie under various MOZILLA.ORG categories since the approach is systematic. The NANOPLAT ALFA PROGRAMME cluster aims to show the focus of the firm. NEW ERA SOFT DESIGN COUNCIL NIKE INTERNATIONAL COUNCIL OF SOCIETIES OF NOKIA *Studios that have a traditional approach but have employed PSS designers. OTHERS 75
- 77. STRENGHTS HIGH CULTURAL SEN- OPPORTUNITIES 1 FILL THE UNDERSTANDING GAP OF PSSD IN THE MARKET SIBILITY INCREASED MILAN OFFERS A LOT OF OP- PORTUNITIES AS PEOPLE STAY TO BE THE CENTRE OF ALUMNI PSSD. CHINA AND TURKEY FOLLOW IN NUMBER BUT THE APPROACH IS LESS KNOWN THREATS CREATE PSSD CENTRES GOING BACK TO THE BACK- BY THE NEED TO HAVE AROUND THE GLOBE AS THERE GROUND DOMAIN DUE TO WEAKNESSES IS INTEREST WHEN THE LACK OF KNOWLEDGE OF THE DESIGNERS USUALLY PSSDS GO BACK MARKET AND LOCAL JOBS. LOOK FOR JOBS ONLY IN GOVERNMENTS DO NOT DESIGN STUDIOS VALUE OR LOOK FOR DESIGN- LACK OF CLEAR COMMU- ERS IN MANY COUNTRIES NEW EXPEIREINCES AND NICATION SKILLS THE EXCHANGES IN DIF- OPPORTUNITIES 2 LEVERAGE ON THE NEED OF THE MARKET FOR NEW THINKING TO APPROACH COMPLEXITY & ON THE PSSD VALUES THE SKILLS ENTER THROUGH THE DIFFERENT MAR- FERENT COUNTRIES & KET GATES THAT THE SYSTEMS’ APPROACH ALLOWS. ENGAGE DESIGNER AS ENTREPRENEURS AND END-USERS DEVELOPMENT. INCREASE THE OPPORTUNITIES IN PUBLIC SERVICES FOR PSSD INTERVENTION. WITH CULTURES LIVED 76 OTHERS
- 78. 3 FROM PSSD SPREADIN TO PSSD SPREAD OUT FROM PSSD SPREAD IN TO PSSD SPREAD OUT How do PSS Designers connect? Are the are links social, professional or academic? Are their links virtual or real during and after the Milan experience? Do they network just for class matters or after and outside too? How do they communicate their skills and interests inside and outside? The third chapter aims to understand these aspects related to communication, linking and networking with a first theoretical introduction on the theme. Then, it explores today’s practices of PSS designers during the student life at Politecnico di Milano and after, based on survey results, interviews and personal ex- perience. Second, a research on case studies of professional networks and trends based on innovative cases of connecting and spreading is carried out, which is presented in a separate booklet making it available for future use. Finally, some conclusions are stated. FROM PSSD SPREAD IN TO PSSD SPREAD OUT 77
- 79. LINK COMMUNICATE NETWORK A vast offer of services to communicate and network does not guarantees strong and lasting links. From social networks to professional networks and personal communication initiative, people try to find ways to connect. The balance between specific and open platforms where everyone can do everything,: connect colleges, friends and family, talk about work, love and life has pros and cons. Centralizing makes life easier due with the great amount of information we manage. However, not all environment is good for all exchange due to privacy and functionality needs. Even if borders tend to blur, there is a need to further explore the right balance. In networks built from a common beginning such as the students and staff of PSSD from Politecnico di Milano, the connections become real in the classroom and the activities to network are related to the everyday tasks. Thus, there is a passage from the real world to the virtual communication. [1] http://www.flickr.com/photos/paniccia/5176279141/ 78 LINK COMMUNICATE NETWORK
- 80. LINKING STARTS INTHE CLASSROOM, ONLINE AND OFFLINE, WHAT ABOUT OUTSIDE AND AFTER? LINK COMMUNICATE NETWORK 79
- 81. POLIMI PSSD SPREADINGIN Inside the class of Product-Service System Design, the students and professors have several channels of commu- nication. Institutionally, the staff communicates through the Politecnico di Milano networks such as the website and the academic email. The activities carried out are mainly informative, even though professors can upload files, they sometimes use alternative more personalized by class & subject methods. Another channel which is opened with every new course is a class Basecamp ac- count, which is managed by a couple of students of the 89% class. This blog balances academic and social events in- side the class, being mainly a students’ channel, since even if professors have access they do not participate ac- tively. The class blog wich is the main link throughout the life of the year class, dies after the academic period is finished since it is supposed to have mainly an aca- demic function. Several courses have opened Posterous’ accounts to share information and upload works of the students of a particular course. These becomes an inter- esting database of projects and their processes but it is decentralized being only known but the members that course. It is free, easy to upload and privacy can be set to particular contributors. Some of the information that professors could share through the institutional site is done here due to the specificity of the account. Face- book accounts are sometimes opened by the students to share socially and even common elements like lost stuff in the classroom. Flicker is a channel used to share pictures of particular events or class moments. All are community based. POLIMI CLASS 80 POLIMI PSSD SPREADING IN SITE BLOG
- 82. 69% 50% CLASS FACE- FLICKR POSTS BOOK CLASS POSTS 81
- 83. POLIMI PSSD SPREADINGOUT To spread out, there are some institutional attempts. Specifically, there is a course that does either an exhi- bition or a market at school where the production of the course is shown/sold. Promotion is done by a class blog, website, prints and facebook in order to attract the outside crowd inside the school. It is an opportunity but it is mainly seen by the POLIMI community. Second, every year the school organizes for the Salone del Mobile Fair, an exhibition which every year changes discipline. In this case there is a greater exposure for the university and the participants that happens in the city in an im- portant design environment. The example shown “Ask PSSD” was an exhibition dedicated to PSSD school projects. Finally, there are some personal channels students use to spread their own works. Lately, many students open the- sis blogs which have mainly two functions: one to com- zona tortona - via savona, 18 - milano municate in general their work and second to be able to be followed by the thesis tutor. In both cases it is a way also for the student to keep an everyday diary of the the process. Even if blogs allow direct comments, there is hardly any feedback registered on the blogs. Thus, is is a one-way personal document but it shows the will to share a personal process. Also, students usually open either a personal website or upload in sites like issu.com their design portfolios. The main actor to reach out are potential employers as they are sent along with the cv. Alumni students have opened Linked-in account. It is a initiative where students and professors share their pro- fessional update; there is low intensity. COURSE POLIMI 82 POLIMI PSSD SPREADING OUT EXHIBI- EXHIBI- Main partners: Technical partners: Contact e info: TION TIONS
- 84. 69% 50% THESIS ONLINE LINKED BLOGS PORTFO- IN GROUP THESIS 83 LIOS
- 85. POLIMI PSSD COMMUNICATINGPSSD “i use my portfolio, projects explain it better.” V.A. “I don't find it difficult to explain, but it's something that has to be communicated. I feel that I can't just write "Product Service System Design" on my CV without some explanation. If you take a look at my CV online you will see the description I added about the master and my personal interpretation of what PSSD means to me.” J.P. “it is complicated for others to understand” A.C. “It is dificult already to understand what is the tangible design (products), the intangible one (services, experiences) even more, but graphics, examples and videos help” F.M. “It is easy to describe what we do, but it is difficult to convince someone we are skilled in all related areas (communication, product design, research, etc.).” D.B. “Sometimes is quite difficult to explain what is PSSD. I try to explain as a mixture of all the disciplines regarding design and then I just say that it’s mainly product!.” A.M. “To communicate it outside, we should have like a movement with a manifesto, with definitions and explanation of what it is because we can do everything and nothing, a place to talk and know what we say, that creates a status for PSSD, where one can say I belong in that way of thinking and doing, like Droog design did for itself.” M.S. INTERVIEWS’ INSIGHTS ON HOW DO PSS DESIGNERS FROM POLIMI COMMUNICATE THEIR PSSD SKILLS 84 POLIMI PSSD COMMUNICATING PSSD
- 86. POLIMI PSSD LINKINGNOW & AFTER 9% NO 29% ? TS 15% EN WORK UD 55% ST PSS 85% COLLABORATION R HE ACADEMIC 6% OT 3% OTHER NO ITH 12% NOW IS NW 5% OK TIO 80% SOCIAL OTHER LA RE NT RE SOCIAL UR RC OU 21% SYI AT ACADEMIC WH WORK COLLABORATION WOULD YOU LIKE TO INCREASE THE RELATIONSHIP? FOR... POLIMI PSSD LINKING NOW & AFTER 85
- 87. POLIMI PSSD LINKING This personal picture of one of the PSSD students, por- trays a group of students of Product Service System De- sign showing their strong link during the class period. The program encourages the links through the great amount of group intensive project assignments given. Plus, even if the number of students is increasing it is still a small group. Mainly the links are creating inside a class, not so much inter-classes and they are weakened after the class period ends. However, the social relation is high and very valuable as well as the academic and work culture shared by the PSS designers at POLIMI. 86 POLIMI PSSD LINKING
- 88. STRENGHTS GROUP OF VISUALCOM- THREATS MUNICATORS WITH THE LOST OF REAL CON- NECTION MAY DISCOUR- AGE, THE VIRTUAL SOCIAL ONLY LINK ATTRACTION BY OTHER MORE KNOWN OR SPECIFIC NETWORKS. STRONG SOCIAL AND WORK CULTURE’ RELA- TIONSHIPS WITH THE WEAKNESSES OPPORTUNITIES HIGH DISTANCES TO LEVERAGING ON THE DESIRE TO IN- COLLABORATE CREASE THE RELATIONS, SPECIAL- RELAYING ON SOCIAL LY FOR WORK COLLABORATION DUE REAL CONNECTION FOR TO THE STRONG LINKS SHARED. FURTHER RELATIONS FILL THE GAP OF CONNECTION AF- TER THE CLASS-WORK IS FINISHED. DESIRE TO KEEP THE INCREASE THE INTER-CLASSES CONNECTIONS EMPOWER COMMUNITY TO SPREAD OUT CONNECTION TO WORK POLIMI PSSD LINKING 87
- 89. HOW DO OTHERDESIGNERS’ COMMUNITIES LINK, COM- MUNICATE & NETWORK? In order to approach this question, to have a broader view of the subject, a research on case studies of communities of designers around the world was carried out. The research is presented in a booklet which contains a selection of cases and four framing trends on linking, communicating and networking built through the observation of innovative examples. The analysis of both elements give a framework to the thesis project. It looks at similar cases of the studied target users and then generates a broader perspective of the world looking at the theme in general through latent signals of new behaviours. It is presented in a separate booklet with a space for annotations so they can be used for further research, as well as the case analysis template. A summary of them with the proposal positioning is found on this book. NUMBER OF CASE STUDIES NUMBER OF TRENDS BACK-UP CASES FOR TRENDS 29 4 24 > BOOKLET GOES HERE 88 HOW DO OTHER DESIGNERS’ COMMUNITIES LINK, COMMUNICATE & NETWORK?
- 90. CASE STUDIES &TRENDS BOOKLET GOES HERE CASE STUDIES & TRENDS 89
- 91. ON NETWORKS &COMMUNITIES tive of a larger social paradigm shift in our society. So- model, which has to deal and co-live with the older hi- This section gives a theoretical background based cial media has lowered transaction and collaboration erarchical model. People from these other generations on current notes of different authors on networks costs and enhanced people’s capability to collaborate. might have, what he calls, the “wrong cognitive toolkits” and communities. The huge challenge for us now is to shape this emerg- to function well in a drastically changing world. Recent- ing open network paradigm which, to many in charge, ly in the world of major corporations and institutions seems to lack structure and organization. There is no there is a focus on “innovation” and “thinking outside “The most rewarding strategy is to allow an easy answer in how our societies and businesses can deal the box”. It is a sort of therapy in a world where many open flow between channels and platforms with the challenge of rebuilding themselves along this hierarchies no longer make any sense. Ben Hammers- by designing an experiential thread to them new model of networked intelligence. We do know the ley, Editor at Large for Wired UK. all. This means that designers have to design principles though — collaboration, openness, sharing, for connectivity.” Through a strategy of openness interdependence and integrity - to tap the digital immi- IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII providers then moved from these outer touch points to grants who come from a hierarchical world. Don Tap- Connection inflation: it is so cheap and effortless to the layer of platform. Twitter has nearly become a plat- scott, author of the 2006 bestseller Wikinomics, How make connections that we now have too many of them form. Content and service providers would start on plat- Mass Collaboration Changes Everything. and the trust element starts to diminish. Yet trust and forms (like Microsoft, Apple and Sun), whereas more re- reputation are crucial tools in our economies and lives. cently they actually start from digital and physical touch IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII The financial markets are fundamentally based on points (like Amazon, Twitter). This has big implications Social capital is “the collective value of all ‘social net- reputation systems but many other of the worlds for design. End-users are starting to move very oppor- works’ and the inclinations that arise from these net- ratings and rankings play a very strong role e.g. tunistically from touch point to touch point, and this works to do things for each other.” Social capital can be sports, academia, professions, corporate branding and undermines some of the basic tenants of classical inter- measured by the amount of trust and “reciprocity” in web search. What we need now is a people rank that action design: the idea of understanding and designing a community or between individuals. Nothing of that, makes sense of the connections between people. Quo- an ideal path for your user. People are now creating their however, is measured by today’s tools. The problem ra, CubeDuel, Mixtent and PeerIndex are examples of own opportunistic ideal paths based on the forms of ac- is that these imperfect “social capital” scores companies that help us address the professional repu- cess that they have available to them at any one time. So are currently used against us. Robert Putman, tation rank. Foursquare has the hoop-jumping model designing an ideal path has become pointless. Thomas “Bowling Alone: The Collapse and Revival of American of reputation ranking (you have to jump through some Sutton, Frog design. Community” hoops, i.e. enter places, to increase your rank) and eBay has a reputation system that is very context dependent IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII and not portable at all. The search for the magic repu- Today we are vividly witnessing the fact that revolutions The dominant intellectual framework of the 20th cen- tation breakthrough is on. After all, we all now live in don’t get made by leaders anymore. And this is illustra- tury now gets inverted into a new model, the network public. Everything we do is now generally available and 90 ON NETWORKS & COMMUNITIES
- 92. ON NETWORKS &COMMUNITIES indexed. Eventually we will go to a single currency, a lin- and influence is not addressed. Influence is the capacity Advices for building social networks: discover what you gua franca for reputation, that is portable and applies to to trigger an effect. It is an ability. We do know that the are trying to do and be brutally honest, try, experiment, different contexts. Azeem Azhar, UK entrepreneur with elements of digital influence centre around a great many listen and learn by doing, have fun, don’t be so serious, a background in journalism. terms such as trust, authority, reputation, reach and so- make other people famous, discover what people are try- cial capital, but we don’t know how they connect. Brain ing to do and help them, don’t show me the money, don’t IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII Soiis, a US futurist expect this from social media, let people hang around The Long Tail is over. People need celebrities and do nothing...cherish this, build a stage for people — look at the asymmetries that are clearly showing up & give them a voice, be a team as much as possible, if in Twitter. The Internet is a giant game of follow the you can’t do it alone, collaborate. Arne van Oosterom, leader and the Long Tail is starting to reverse as market- DesignThinkers.nl ing takes over. David Galbraith of Samba. IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII We each lead three lives in the real world, he says: a pub- lic life, a private life and a secret life. Online however, we are all guilty of blurring the line between the three. We are all over-sharing. We are all indexed, ranked and scored by a great variety of online services. Yet, none of the services currently out there, is actually measuring your reputation, your influence. What they are doing is measuring the semblance of your social capital: what you are worth within these social networks, essentially becoming a credit score for the social web. We are meas- ured by what we say and the company we keep. At the moment, the currency of social capital is the social ob- ject: the thing that you create, do or say online. When you publish it, it has an effect and that effect is measured. The problem is that we are being measured differently in every network. Moreover, context is missing most of the time, and the difference between social currency/capital Ambidextrous Falling In 2006 ON NETWORKS & COMMUNITIES 91
- 93. CASE STUDIES SUMMARY bottom-up open open ideo design thinking network design thinking network d.news global service jam promote design the student design association open design research open design research international design studio design and design social innovation exchange dg network suspronet open architecture global service jam design management service design netwerk institute open simsim open design studio veel service design network meet my project design and design commercial meet my project professional dg network servicedesigning veel open simsim desis open ideo design management promote design edge amsterdam institute edge amsterdam servicedesigning service design network open design studio design hub suspronet design hub open architecture international design studio d.news paid free design matters social innovation exchange design matters desis pratt alumni service by design the student design association scad alumni service by design pratt alumni scad alumni design council uk design council uk top-down closed 92 CASE STUDIES SUMMARY
- 94. wide rage ofservices design council uk open ideo service design network scad alumni design management institute pratt alumni international design studio design hub open architecture edge amsterdam open simsim desis veel general design domain specific design domain design thinking network global service jam d.news social innovation exchange promote design design matters open design research meet my project suspronet DESIGN PROPOSAL POSITIONING design and design the student design association These tables describe the positioning of the 29 case stud- service by design ies that where selected and analysed in the booklet. They service design netwerk are mapped in relation to the categories of analysis, as dg network absolute values in each quadrant for easier reading even if the differ in value. They allow us to hypothesize the servicedesigning positioning of the design proposal, seeing which are the cases that lay on the selected area [marked in pink]. service specific wide rage of services 93
- 95. TRENDS SUMMARY TANGIBLE OPENNESS Tangible Openness combines the desire of opening the doors to in- novation anywhere with the drive to connect and meet up with the real world directly and through more tangible actions and elements. PETREPRENEURS Petrepreneurs are entrepreneur spirt people who seek to make their “pet” projects come to life, abandoning the idea of per- manent employment and starting to pursue their own busi- ness models from their living rooms, many times combining the urge for more sustainable ways of living. CASES CASES Path Hackfwd Edge Sprouter Pip.io Local-motors Fridge Tweetjemee College Only Scape the City CUNY Swap Your Shop 94 TRENDS SUMMARY
- 96. WEFERRAL CAPITAL Many servicestap the community referral economy to connect em- ployers with talents, where the saying of a peer and the belonging to a particular social network becomes a value to achieve goals and make money out if it. EXCLUSIVE WE Exclusive We responds to the trend of a more custom- ized internet experience. Users and companies are look- ing for more dedicated platforms either migrating from the social mainstream networks or simple augmenting their possibilities. CASES CASES Zumeo Global Service Jam JobPrize Give a minute YorZ Cooper Design Studio Zubka FaceChips Koda Stackd Get a Great Boss Meet Everywhere WEFERRAL CAPITAL 95
- 97. CONCLUSIONS This chapter focused on understanding how people link, communicate and network through different channels. First, it explores the micro situation of the PSS designer of Politecnico di Milano which show that even if there are strong links, the communica- tion does not flow along the different stages. We could also see that the high interest to network and collaborate should be fostered. Having this insights in mind and to learn from the current best practices on how communities link, communicate and network, a research on case studies was done. From the first set of 29 cases of design communities we see a rise of bottom up initiatives that is encouraged by new online communication tools. Furthermore, the analysis shows an increasing interest in open participation which co-exists with cases that seek for more exclusive relations. Another element identified is the wide rage of services offered in order to satisfied group and individual requirements. From the case studies analysis the following values were extracted as a reference for the design: Community-driven innovation; collaboration and peer to peer; engage from student life; self-promotion promo to promote the profession, social contact enhance professional collaboration, identity, bridge to organizations, multi and international conversations to grow and learn. From this more specific cases, we analysed 16 innovative cases that allow us to have a bigger scope of the latent behaviour on the topic. To have a deeper understanding, we listened as well to the reflections of current experts on the theme. As a result, we identi- fied four trends on how people link, communicate and network. These trends describe the growing valorization on social capital and the latent need to move to alternative dedicated solutions that enhance entrepreneur behaviours and tangible connection for open collaboration. From the trend research, some values were selected as well. These are: Crowdsourcing power, enable physical world connections, be specific, built on so- cial capital and critical mass. engage the we-conomy and give tools to co-develop good, local and personal actions. In conclusion, we can see that communities are seeking for innovative solutions that foster the identity of the group. This values and trends give a frame to develop the project proposal, taking the best practices as reference to give a solution to the needs found along the research of the Product-Service System Designers to open new spaces to strengthen their voice. 96 CONCLUSIONS
- 98. 4 FROM VISIONING TOPROTOTYPING FROM VISIONING TO PROTOTYPING After and along the research, many ideas came up to solve specific problems and re- spond to latent desires of each interviewee and the group. These opportunities were first mapped and shaped with the future lead users from the POLIMI PSSD community. The chapter is divided into two parts, first the visioning, including previous brainstorm- ings with several scenarios inspired by the research and the collaborative design process carried out with a group of potential users that then derived in the final proposal. The second part is dedicated to the development of a design proposal and its current proto- typing phase where the concept is tested, bringing new elements to refine the proposal. Finally some conclusions and reflections are stated. FROM VISIONING TO PROTOTYPING 97
- 99. IDENTITY COMMUNITY COWORK From the needs and opportunities identified in the research, some guidelines are drawn for a design project, starting from the question: How might we empower Product-Service System [PSS] Designers along their pre and professional experience to build new opportunities? The main keywords framing the brief are Identity, Community and Cowork. Identity: there is a need to promote the identity of these particular group of designers who find themselves lost when trying to explain to the world their potential. Their identity as a talented international multi- disciplinary 360 degrees design network is an asset that hidden and without a clear space to refer to, it looses strength. Size matters. A coherent identity structure, small, is important to build on trust and initial identity. However, growing in number enriches the network itself with more knowledge and chances for collaboration. Plus, the quite majority energized the rest. Community: this group of designers are born from a par- ticular segment who are distributed but somehow connected by passed experience and knowledge. Thus, there is a need to create a real commu- nity to link the dots using the underlaying common values and language to foster relations. The asset of the proposal is that the lead-users have been identified and their behaviours’ analysed. Thus, the incentives to socialize and participate to keep the community alive have been identified. The social connections boost the professional one bringing closer the possibilities to create a functioning alumni/professional network. Cowork: designers and organizations are seeking for opportunities to innovate and move ideas forward. Crowdsourcing is an opportunity to become more competitive and enable new work partnerships. The research shows that both the design community and the companies are looking for new sources to cowork. The rules and ways to collaborate need proper definition to value to knowledge and copyrights, balancing financial and reputa- tion rewards. Promoting tangible successful outputs of collaborative work as well as an active participation through online feedback are together two key elements to establish a strong and lasting hub and increase the attractiveness of new and current members. [1] http://www.flickr.com/photos/paniccia/5176279141/ 98 IDENTITY COMMUNITY COWORK
- 100. VISIONING POSITIONING FRAMING TRENDS BRAINSTORMING CONCEPT PROPOSAL INTRODUCTION: WHY HOW MIGHT WE EMPOWER THE SERVICE BRIEF OF THE PROJECT: MISSION PSS DESIGNERS ALONG MOOD: THE IDEA IN KEY-WORDS CASE STUDY THEIR PRE & PROFESSIONAL PROTOTYPING EXPERIENCE TO BUILD MAPPING OF THE PROCESS SWOT ANALYSIS NEW OPPORTUNITIES? TRACKING OF THE PROCESS VISIONING 99
- 101. POSITIONING & ANALISIS OPPORTUNITIES From the 3 chapter the following opportunities were school identified and selected to frame the concept brainstorm- ing of the design proposal: _ Create a network with professional identity. companies Fulfil needs in different journey moments that could be better supported. _ Leverage on the need of the market for new thinking to approach complexity & on the pssd values to enter through the different market gates that the systems’ ap- proach allows. _ Fill the understanding gap of pssd in the market. staff pss designers _ Milan offers a lot of opportunities as people stay in the city after the program, to be the centre of alumni pssd _ Built city bases spread around the globe, as there is, commercial and academic interest when the pssds go back to their home countries. _ Leverage on the internationality to promote the pro- fession. _ Engage designers as entrepreneurs. _ Increase the opportunities in public services for pssd intervention. _ Leverage on the desire to increase the relations, spe- cially for work collaboration due to the strong relations shared. PRACTIC GOAL _ Fill the gap of connection after the class work is fin- COMMUNITY-CENTERED DESIGN ished _ Increase the inter-classes connections. THAT COULD BE PROTOTYPED _ Empower the community to spread out, taking into account all the actors. 100 POSITIONING & ANALISIS
- 102. POSITIONING & ANALISIS SERVICES OFFERED TYPE OF INITIATIVE Based on the insights and opportunities found on the CONVERSATION BOTTOM-UP user research, the theoretical background, case analysis and trends’ research a first approach to the solution was SHARING IDEAS / SHOWCASE COMMON DRIVER done. First we define the driver, services and other cat- PROFESSIONAL egories used to analyse the case studies, giving a guide- LINKING MEMBERS lines to locate the concept generation. Then, a position- JOINING & PARTICIPATION ing of the proposal was done in terms of effort/impact, PEER TO PEER FEEDBACK latent market/market saturation and business appeal/ OPEN WITH CLOSED GROUPS sustainability and desirability, as a reflection of the re- JOB BOARD DESIGN DOMAIN search. COWORKING PSSD PSS DESIGN effort latent business market appeal best new opportunities good business win-win hard slogs major still remain solution opportunities not sustainable basic quick wins low interest done already well loose-loose hard business & prior success solution yet desirable market desirible impact saturation sustainable POSITIONING & ANALISIS 101
- 103. CONCEPT GENERATION 1. Connecting with existing job offers What if the Polimi PSSDs would hold each oth- ers hand as well as companies along the way? PSSD WARM UP 3 4 2. Creating new job offers inside T-MENTOR CONVERSATION 3. Creating new work opportunities outside What if ethnographic research and prototyp- ing could be easily out sourced by PSSDs? R&T LAB PSSD SHOW 1 MAKE A NAME PSSD CO-CKTAIL CLUB PASS IT ON POSTING D-MOB ACTIVISM 2 DESIGN YOUR NEXT JOB PSSD OPEN STUDIO CO-EDUCATION What if you would be searched for a position? Known before you go? Backed by What if PSSDs could collaborate to replicate good a communities? practices and answer urban needs locality? The first brainstormings were focussed on finding new of the research and brainstorming with lead users, rede- opportunities to connect with the job market and creat- fining the brief. Another element of feedback was the ing new spaces for sharing and linking to collaborate. thesis blog where the process was published, however it All ideas where developed and evaluated conceptually was a one-way communication tool since even if it was separately, then clustered with others and compared by visited, no feedback or comments were given through different variables. The concepts came from the insights the blog website. 102 CONCEPT GENERATION
- 104. CONCEPT GENERATION effort hard sl ogs PUBLIC PSSD MOB CO CIATIO N D-ACTI VIST CO WORKN TUR E ASSO BE PUB MMUN PSSD OP ITY ITY major ERVIC ES S TRUC NITY S LISHED EN STUD IO ING C OMMU BE CAL THINK PSSD DESI PASS IT GN YOUR NEX ON POST T JOB LED PSSD WIKI CLASS BLOG ING PSSD PSSD R&T LA PSSD HOW TO? B ENTS MAP UP work WARM IDEAS net GOOD STUD PSSD rnat ional the T-MEN RY e inte the M ap of TOR CO NVERS PSSD SH BACK GALLE SOCIAT IO N Tag th self in s, find co lleg- ATION OW FEED AS te your grad ORK POLIMI PSSD NG MY W [pre] > Loca udents & d near you TERN out st JOBIN t to S peak nectio n PSSD ues in the w orld an panies by PSSD C THES IS FINDIN G OMMUN KI ec Conn ion & Con ng Com thinki THIN ntat PSSD CO R eprese ionals in the PSSD ITY MENTO LET’S Y >R > Find -CKTAI UNIT rofess pertise n L CLUB y of P locatio ON... rector and ex PSSD TALKS COMM > A di by location s] > ples S [plu PA , World /exam basic MAP ifest w nt out IT SS n_Man Pri POST motio The best AG > Pro _ eritivo PSSD W ITIVO t it ap ARM UP The Busi APER E UATE _ Pos ness Mo by del Can EST I THEB N vas TE qu ers Designed UT Key Partnic PRINTO RE k wins for: DE SSIGNER THECO imp Key Ac act S ASOC ST . BOOK HIRE IGN Who are DENTS S/ SDES Who are our Key Partn Which Key key supp ers? tivities OD our R STU PSSD MYGO PS C Which Key Resources are liers? S / FO OL Activities we motivation do partnacquiring from Designed ST Optimizat s for partnershi What Key by: RVICE ers perfo partners? Value Pr LQUE Reduction ion and economy ps: G Acquisitio of risk and uncertaint rm? 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S ON ... CR UNICATE GET ADVICES/SHAR > Wik t & Fi OF THE i_Star tering the LACK OF is th CEPT, DOING IT WITH KNOWLEDGE OR PSSDS IS EASIER TALK S TALK ON N PSSD SH ITY TIP S (pssd ca rd COMM SONALIT Y OPPORT _Reg Intere st S IN YOUR CITY POLIM OW PASS IT LIOS SPECIFIC PORTFO IT RISKS LOWIT ups by ON PO THE POLIMI STUDIO POST n Gro DESIGN es of MPANIES SHARE NEED IF IT IS CLOSED TO MODERATE NEW MEMB ITIVY ERS? O Conve rsatio sion on them YOUR N I PSSD D-ACTIVIST COMMSTING TORY OF - HARD TO MATCH CO JOBS A DIREC ORK FOR EX ED Y ACTIVITY - HOW TO TH DESIR BS ARE USUALL TWORK TO MANAGE PROJECTS APER INTERNATIONALL SO IT > Ope n the conver BE ect &UB T JOB P LIS COMMU UN IKE TO W NEEDS WI RSITY JO NITY ITY HARD IVE TANGIBLE CONTACT, PSSD W AFTER UN INTERNSHIPS HIRE ME AND MY NE D YOU L e rest IES CLIENTS WANT MORE IDEAS GOOD COULD BE HARD TO GET REAL PROJECTS Share Aperi tivio tim in eetings ar inte the st ep to conn HED BE ARM UP O WOUL NED L TECHNICA MPETITIONS BY COMPAN CALLE WH CO RY hop m TE EXISTING THREATS Work& ing is D GET LIS GALLE PRIVACY OF IDEAS INTEREST orks with part icul > Talk rate S D e/W ) OOKLET HAVE NO EXTRA TIME/ ferenc THREAT VOTE AN ty & WORKING PEOPg works LE > Con out in the ci collabo ation DABLE B inkin t D Educ T-MEN eg_PSS OWNLOA SSD th a nigh e TOR CO e of P & ojects aded es ession > Them NVERSA (PSSD D them e prof Archiv ts’ pr studen theme, up lo ote th te Resar ch TION prom JOB O MATCH ive of by ay to d collabora > Arch ganized ents >Aw TFOLIO T or arn an el as LOW IN thesis by the stud TEREST out, le ss Mod FLIP POR ases sine PRIOR SUCCES AND PSSD CO direct ly orks/c eme he bu -CKTAIL ing w e eg_T in 40m in S terest oach or th > Them tool CLUB e of in pr oblem > Archiv a PSSD ap cial public a design _A city pr oaded ve so that ha st such as y, etc. Upl ial, tere bilit ater market of in aina m earch DONE , sust design iration, Res NALS ALREAD Y WELL saturati as Insp PROF ESSIO THEC O o n etc. / FOR RVICE S ESIGN Y SE PSSD UNIT OMM year ING C gn 1 a PSSD THIN K MYGO OD Colla borativ e desi rtner up CONCEPT GENERATION 103 LQUES T Free ive, pa t LOCA ec t inniat and star t a proj ed people t to ac > Set st nec intere ther EST ba ck,Con with ng toge THEB p,Feed ntial of e worki king TOUT Backu e pote m of Wor PRIN with th ns back ho k? of the ect to do al end same proj What solutio networ The fin e
- 105. COLLABORATIVE DESIGN INSIGHTS ON COLLABORATIVE DESIGN ments lead to rethinking the service name, the stake- To redirection the goals of the proposal, listening the holders’ structure and number of services. Another in- users, their feedback and collaborative work was essen- teresting learning element from this collaborative work tial. After framing the first guidelines of the PSSD, a was the fact that to start a conversation, even if there collaborative design team was formed with future us- is not previous knowledge between the participants, it ers (students, graduates and a professor from PSSD of is very important to stimulate the conversation starting Politecnico di Milano from several classes) which col- the thread on specific elements that seem controversial laborated, suggested changes and inspiration sources to or not clear by self-commenting on the same work. shape the final design. The feedback was done through The fact that the participants share the same previous informal brainstorming meetings, Skype conversation knowledge of the tools and thinking approach made the and with an online collaboration tool Proofhq, which virtual communication possible. Thus, the collaborative enabled feedback by comments on the current service work gave two important feedback: first, from the user proposal showing also the will to participate. Daniel perspective: direct insights to the concept design; sec- Metcalfe had a more intensive follow up, testing also the ond, understanding the dynamics of collaborative work, concept of peer tutoring. Some examples of the com- online and offline. From left to right: Daniel Metcalfe, PSSD graduate, Dela Andy Kumahor, Marco Spadafora, PSSD student, Jennifer Parker, PSSD student, Deniz Ozgur, PSSD student, Valentina Auricchio, PSSD professor. 104 COLLABORATIVE DESIGN
- 106. Left: Mind-mapping ona coffee bar with D. Metcalfe. Right: Screenshots from ProofHq, collaborative work. COLLABORATIVE DESIGN 105
- 107. ‘The bird thatremembers its flockmates, never missed the way’ Nigerian proverb 106 COLLABORATIVE DESIGN
- 108. PROJECT PROTOTYPING The Product-Service System Designers Connected TheFlock is a hub that connects and represents Product-Service System Design Thinkers to promote the profession & professionals, creating opportunities to share, get feedback, co-work and collabo- rate with firms & organizations. PROJECT PROTOTYPING 107
- 109. VALUES optimistic have fun realistic hang out peer2peer multi & international talent play think & act small make others famous connect start local, scale global give tools to build always in beta give a voice identity free but no free pitching critical mass open & flexible belief in the commons physical world collaborarate social enhances professional idling capacity pssd flood community-centered trust & we economy co-create 108 VALUES
- 110. VISION & NAME Why TheFlock? a flock is a collective of birds conduct- ing a flocking behaviour in flight, many times in a the shape of a v, improving their safety and catching the eyes of the ones on the ground for their beauty and the noise they make. An inspiring vision to connect to fly together to find new and build horizons beautifully and spreading the word of Product-Service Design thinking all around. VISION & NAME 109
- 111. MAIN SERVICES CONNECT INSIGHT FIND&SHARE S COWOR K WORKS & IDEAS POST-IT PSSDMAP HOW MIGHT APERITIVO WE? MAIN SERVICES 110 MAIN SERVICES
- 112. MAIN TOUCHPOINTS http://theflock.eu/connect WORK The Product-Service System Designers Connected SHARE IT! EVENT Connect Insights Co-work About us Contact us map ONLINE PLATFORM 1 1 2 1 2 3 12 1 1 1 1 1 1 2 1 8 1 4 + THE FLOCK TOP 5 FABRIZIO PIERANDREI (736 Fpoints) 1 DANIEL METCALFE (490 Fpoints) All members Chiara Torti Designers Firms&Organizations MAIN TOUCHPOINTS MARCO SPADAFORA (465 Fpoints) DALIBOR PORCIC (455 Fpoints) Want to be Mentor on social innovation MAIN TOUCHPOINTS 111
- 113. CONNECT PROFILES / TEAMS / GROUPS / JOBS / INSIDE relays in both to work, and the bigger database and more The Flock offers the opportunity to connect with PSSD expert knowledge managed the better. thinkers, both designers and firms or organizations The online platform is the main touch point to connect, through an online platform, in the first stage. Members however since the use of the platform starts at school can connect through profiles [PSSMap], they can con- the virtual connection profits from the real connection, nect to team up [Co-Mentor Minds] they can connect building on top of the students’ practical needs to study to jobs [Pass it on jobs] and they can connect inside a and socialize. TheFlock provides a solution to the dif- subcommunity (Polimi all in 1). ferent needs to connect from the closest classmates, to Connecting PSS designers is the first step to building companies for work, to mentors for thesis, to partners the community to have stronger identity and be a refer- for jobs. ral point for members and visitors interested in PSSD. On the other side, companies or organizations looking These are the first segment whose lead users come from for these kind of talents all around the globe can con- Politecnico di Milano to be extended to other similar in- nect and browse through the site for inspiration. The stitutions or networks. The second segment are the sub- database becomes the greatest value of the platform on scribers (firms, organizations or individuals). The system this set of services. 112 CONNECT
- 114. CONNECT WHO PSSDESIGN PSSD THINKERS DESIGNERS & COMMUNITY INSTITUTIONS FIRMS WHY? WHY? WHY? COMMUNITY COMMUNITY BROWSE TALENTS COLLABORATION BACK-UP & & INSPIRATION & SELF PROMOTION EXPERIENCE CO-WORK Daniel, PSSD graduate working in Design education. Giorgio, Ms. in PSSD student at Politecnico di Milano. Carlo, Design consultancy art director in Malta/Milan. CONNECT WHO 113
- 115. The ONLINEPLATFORM http://theflock.eu Log In POLIMI The Product-Service System Designers Connected SHARE IT! How might we...I SHARE IT! + Take a tour! [PSSD] Designers Firms & Organizations CONNECT INSIGHT FIND&SHARE S COWOR K WORKS & IDEAS POST-IT PSSDMAP HOW MIGHT APERITIVO WELCOME PAGE LOG IN Upfront, new users can share a How might we...idea A direct link to the different users ( [PSS] designers to incite the participation. If it is a new member it & firms/organizations) indicates the different actors. will not be featured on home but go to the gallery. Take a tour! goes to a about us video for newbies. Rolling over the circles down an image of a featured Members can log in and new users can sign up on member, idea, event appears, & goes to the section. the top navigation bar, POLIMI has a direct tab. 114 ONLINE PLATFORM
- 116. beta The PROTO- TYPE PROTOTYPING NOTES The first intuition to post ideas was to use the front-end posting on the sidebar which were automatically featured. The activity stream adds to the social network feeling of the site and allows general comments. The menu was reviewed to clarify. WELCOME PAGE HOME PAGE New user enters to the about page where they find Featured posts of the community’s activities, naviga- a video about and an explanation of the site. From tion menu to public sections. How might we con- there they can access to the rest of the public area versations are shown below, this page is actualized where they can login, entering invitation, or browse with the community’s activity with front-end post- the sections. ing, My Account, Chat and Top 5 flock ranking. PROTO- 115
- 117. The ABOUT 2SIDED http://theflock.eu/about The Product-Service System Designers Connected SHARE IT! Connect Insights Co-work About us Contact us YOU = US LOOKING FOR US? Firms & Organizations PSS Design Thinkers How do I start flocking? What is Product-Service System Design? THE FLOCK PARTNERS What can I do and find at theflock? What can I do and find at theflock? How do I get feedback? How do I get feedback? Can I publish my work? Who is theflock? How do I connect to companies? How can I co-work with designers? BECOME A PARTNER WHY FOR PSS DESIGNERS? WHY FOR ORGANIZATIONS? Product-Service System designers can find a place For companies or organizations looking to keep up to share their work and meet other potential part- with the race for innovation in a highly and fastly ners. It gives them a voice and a stage to grow. moving competitive world, these kind of expertise The page shows an intro video and FAQ for each and professionals become an opportunity and value target segment, partners on the side. to access and connect to co-work. 116 ABOUT 2 SIDED
- 118. SHARE IT SHARE IT & LET IT & LET IT GROW GROW LOOKING FOR PEOPLE ARE YOU LOOKING FOR A THAT GET YOU? 360 DESIGNER? PSSDMAP PSSDMAP TheFlock is the place to connect with Product-Service System designers around the world to TheFlock networks Product-Service System designers. If you are looking for 360 degrees co-work and be found by employers looking for PSSD. Join at theflock.eu! talent for your company or project, meet us at theflock.eu! The Product-Service System Designers Connected The Product-Service System Designers Connected [1] [2] SERVICE COMMUNICATION Virtual advertising published on theflock Facebook page, partners’ sites and mailing lists to approach former students [1] and companies [2], printed posters versions to attract current students [1] and companies [2]. ABOUT 2 SIDED 117
- 119. CONNECT PROFILES PSSDMAP http://theflock.eu/connect The Product-Service System Designers Connected SHARE IT! Connect Insights Co-work About us Contact us map 1 1 2 1 2 3 12 1 1 1 1 1 1 2 1 8 1 4 + THE FLOCK TOP 5 FABRIZIO PIERANDREI (736 Fpoints) 1 DANIEL METCALFE (490 Fpoints) MARCO SPADAFORA (465 Fpoints) All members Designers Firms&Organizations Chiara Torti DALIBOR PORCIC (455 Fpoints) Want to be Mentor on social innovation MEMBERS & FIRMS’ DIRECTORY PSSD MAP List of members & firms which can be searched by Browsing directly on the map is another way to profile (name, country, background, pssd connec- find members. The map is updated as they with the tion, location, website, etc.) and ordered alphabeti- member’s current location connected by an mobile cally, new registered or by recent activity. Members application (e.g. Forthsquare). Members can decide can also can request friendships to other members. the privacy settings of their information. 118 CONNECT PROFILES
- 120. PSSDMAP beta CONNECT HOW ONLINE PLATFORM PROTO- TYPE http://theflock.eu/connect http://theflock.eu/connect http://theflock.eu/connect PROTOTYPING NOTES Member’s directory was useful to search by profile and add friends, while the map gen- erated more curiosity to see who is around. The firms’ directory has to be updated with MENTOR INDS CO TheFlock database, it is hard to make them fill in their profile if it is not at the sign in. PSSD MAP MEMBERS’ DIRECTORY FIRMS’ DIRECTORY An interactive Google map is embedded into the web- List of members which can be searched by profile List of PSSD related firms which can be browsed by pro- site where members can add themselves to the map. The (name, country, background, pssd connection, location, file (location, main field.) For members, it is a useful first users were added by the administrator to show the website/portfolio, etc.) and ordered alphabetically, new when looking to apply for a job. For companies, it is a idea, as members logged in they added themselves as a registered or by recent activity. Members can also can way to figure as PSSD & make themselves available to way to find each other and be found. request friendships to other members. be found by talents. They can add themselves directly. CONNECT HOW 119
- 121. M INDS CO ENTOR CONNECT TO TEAM UP http://theflock.eu/connect The Product-Service System Designers Connected SHARE IT! team Connect Insights Co-work About us Contact us PROTOTYPING NOTES public services transportation mobile services sustainability CO-MINDS MENTOR TEAMS Members have shown their interest at the sign work spaces recycling fashion Food up to either be mentored, a mentor or part of heritage social innovation app design editorial a co-design team, so it is good to ask it when packaging business design ?OIN J education&research behavioural change < lighting the member enter the community. Even if time can help the search to match, this page is added All members Mentors Mentorees Co-design team WHO IS LOOKING FOR WHO Chiara Torti STEFANO ANFOSSI to mentor / co- to incentive the team formation. design team on Social innovation Want to be Mentor on social innovation DIPA SITEPU to be mentored on Collaboraive Consumption GROUP INTERFACE to co-design Hye young Kim Web Designer Want to be Part of a co-design team, metored on heritage, behavioural change ANA RINK to mentor on Design for Web Designer ABOUT CO-MINDS MENTOR HOW DOES IT WORK This service enables only members to team up with At the sign up members can decide whether they a others to be mentored (e.g. student seeks thesis what they would like to be or check not sure now. If “expert” follow up), be mentor (e.g. graduate wants someone is looking can directly find them through to work a theme of interest) or find a co-work design the search tool, or by theme and contact them. They team for a personal job. It is a peer-to-peer service. can check teams and connect to them too. 120 CONNECT TO TEAM UP
- 122. SHARE IT SHARE IT & LET IT & LET IT GROW GROW WHAT IF WE COULD ARE YOU LOOKING FOR A MENTOR EACH OTHER? CO-DESIGN TEAM? M INDS MENTOR INDS CO CO ENTOR Team up with a graduate mentor to get direct follow up in your project or partner with a Team up with a graduate mentor to get direct follow up in your project or partner with a co-work group to design. Update your profile to participate at theflock.eu co-work group to design. Update your profile to participate at theflock.eu The Product-Service System Designers Connected The Product-Service System Designers Connected [1] [2] SERVICE COMMUNICATION Virtual advertising published on theflock Facebook page, design.polimi.it and mailing lists to promote peer to peer mentoring [1] and co-design teaming [2]. All the services’ ads use the real potential mem- bers [e.g. PSSD students] to engage the audience. CONNECT TO TEAM UP 121
- 123. PAONS JOBS beta S T I CONNECT TO JOBS PROTO- TYPE http://theflock.eu/connect The Product-Service System Designers Connected SHARE IT! team Connect Insights Co-work About us Contact us PROTOTYPING NOTES public services transportation mobile services sustainability CO-MINDS MENTOR TEAMS This is a “must have” service, even if it overlaps work spaces recycling fashion Food with other job posts, this is open to anyone to heritage social innovation app design editorial pass jobs. The problem found was the email to packaging business design ?OIN J education&research behavioural change < lighting refer to, you should refer to where you have found it not to the person of the job offer. All members Mentors Mentorees Co-design team WHO IS LOOKING FOR WHO Chiara Torti STEFANO ANFOSSI to mentor / co- Sharing on profile/Facebook reaches faster. design team on Social innovation Want to be Mentor on social innovation DIPA SITEPU to be mentored on Collaboraive Consumption GROUP INTERFACE to co-design Hye young Kim Web Designer Want to be Part of a co-design team, metored on heritage, behavioural change ANA RINK to mentor on Design for Web Designer ABOUT PASS IT ON JOBS HOW DOES IT WORK Through this service where people can share work Anyone can post jobs ads, members and not mem- opportunities to meet the best talents who can sim- bers, but ads must be reviewed by the managers. ple browse and contact directly. The philosophy is Not members, if companies need to add their pro- simple if you see or have heard of an opportunity file to the Firm’s directory. Advertisement (Adsense that is not for you now, pass it on the community. or other) is displayed under the job post. 122 CONNECT TO JOBS
- 124. CONVERSATION CONNECT BY GROUPS GROUPS PROTO- TYPE http://theflock.eu/insights The Product-Service System Designers Connected SHARE IT! Ideas Connect Insights Co-work About us Help FAQ PROTOTYPING NOTES YOUR POST-IT APERITIVO IDEA Inciting group creation was a bigger task How might we...I SHARE IT! since it was not upfront and implies more + To host Post-it Aperitivo work opportunities jewelery mobile services sustainability intense activity. However, they are kept due pleasure recycling biodiversity Food < heritage social innovation app design packaging education&research business design global service jam remote working editorial to the bigger possibilities for group collabo- ration on a theme/affiliation, even if it not a THE FLOCK TOP 5 main element it broadens the functionality. FABRIZIO PIERANDREI (736 Fpoints) DANIEL METCALFE (490 Fpoints) MARCO SPADAFORA (465 Fpoints) DALIBOR PORCIC (455 Fpoints) GROUPS HOW DOES IT WORK A group is a space where members can start a con- When a member creates a group, he/she can send versation on a topic or work. It can be public (all invites to join to others, share documents, images, can join and comment), private (decide who is in, open wiki documents (editable by the group mem- e.g. a class or a project group) or even hidden (only bers), open forum discussions and request skills, seen by people inside it). members will be notified if matched. CONNECT BY GROUPS 123
- 125. POLIMI CONNECT INSIDE ALL IN 1 PRIVATE http://theflock.eu/connect POLIMI The Product-Service System Designers Connected SHARE IT! Connect Insights Co-work About us Help FAQ YOUR POST-IT APERITIVO IDEA How might we...I SHARE IT! + GROUPS & BLOGS WIKI GUIDES PROJECTS CO-MINDS MENTOR TEAMS < THE FLOCK TOP 5 FABRIZIO PIERANDREI (736 Fpoints) ABOUT POLIMI ALL IN 1 WHY CENTRALIZE? One place where to share from school work to pro- It builds on collaborative culture from student life in fessional one. Starting with wiki guides to warm the community, allowing to get feedback from past up for new students, to class/subject/thesis blogs/ experts. It gives continuity to the POLIMI experi- groups and where to collect the projects in a gallery, ence, which normally dies when thesis starts, being building a strong community from the zero point. POLIMI a strong representative of PSSD thinking. 124 CONNECT INSIDE
- 126. CONNECT INSIDE SHARE IT & LET IT GROW NEW TO PSSD? WARM UP! POLIMI ALL IN 1 One place to warm up, share & wikiguide the PSSD life at POLIMI, all and by class. PSSD Warm up for newbies, Your class & subject Blog & PSSD Wikis Groups at theflock.eu! The The Product-Service System Designers Connected Product-Service System Designers Connected [1] [2] [3] SERVICE COMMUNICATION Virtual advertising published on Facebook page and mailing lists to promote targeted to students partici- pation on wikiguides and job-search [1], targeted to future students [2]. Video on Facebook and site [3] CONNECT INSIDE 125
- 127. MEMBER PROMOTER &ENABLER MEMBER IS USER MEMBER IS PROMOTER & ENABLER From students they use the platform building col- When a member is hired, it allows the company to laborative culture and getting feedback online and become a subscriber and participated for a limited offline from it on personal projects, school works, period of the community benefits. So the member etc. The platform is a self-promotion tool for the becomes the enabler and promoter. member as well. 126 MEMBER PROMOTER & ENABLER
- 128. Francesca Jakin Curriculum Vitae CONNECT COMMUNICATION PERSONAL INFORMATION Place and date of birth: Cormòns, Italy, 09.02.1983 The The Product-Service System Designers Connected Product-Service System Designers Connected Citizenship: Italian Address: Gutbrodstraße 42 70193 Stuttgart, Germany [1] [2] Mobile: +49 (0)163 244 86 04 Email: francesca.jakin@gmail.com Web: www.francescajakin.eu The Product-Service System Designers Connected EDUCATION The 12/2007 Master Degree in Product-Service-System-Design, Politecnico di Milano, Italy Product-Service System Designers Connected (Final grade: Excellent-110/110); Member: theflock.eu 2005/2006 2 semesters exchange at the International School of Art and Design in Helsinki within the Medes (Master of European Design) program; I frequented the Strategic Design Department [3] with a focus on User Inspred Design. 07/2005 Bachelor Degree in Industrial Design, Politecnico di Milano, Italy (Final grade: 100/110); 2004/2005 2 semesters exchange at the Koeln International School of Design, Germany, within the Medes (Master of European Design) program; 2002-2004 CV MARK Milano,Italy, BA Studies in Industrial Design; Politecnico di CV MARK BENEFITS 1998-2002 Members can addwith Slovene study language “J.Vega”, Italycv, Grade 90/100); Technical High School TheFlock logo/sticker to their (Final For the community is it a way to promote it and showing membership [1], showing that they have becomes a point to refer to understand what is WORKING EXPERIENCE hosted an event [2] or that they have participated PSSD. For the member and the company it adds 05/2009-01/2010 frog design, Herrenberg: Design Research Intern in an event hosted by other companies [3]. They all Clients: value since the member is part of extended highly show theKorean consumer electronics company: userthe mem- and mapping based - Leading different skills and add value to research analysis talented network. TheFlock can become the host of on user-centred methods, concept and scenario generation for hardware and software ber’s cv. Thevisual Design, project documentation from the products, UI mark is available to download the company’s Post-it aperitivo, lowering costs. site, stickers can producer: field research, participatory design sessions, design for user - Leading packaging be exchanged by points. resarch probes, design and administration of the project blog (ongoing project) 04/2008-05/2009 yellow too, Pasiek Horntrich GbR, Berlin: Communication Designer Clients: CONNECT COMMUNICATION 127 - BMW Group: corporate identity, event and exhibition design, concept and layout for the BMW 7 Series Dealer Drive Event
- 129. POINTS & FLOCKIES http://theflock.eu/connect PROTO- http://theflock.eu/connect TYPE PROTOTYPING NOTES Being the Top Flock members made the members quickly curious about how to be in that list. The gaming element incited partici- pation and competitive spirit, even if only reputation awards (“The leader of the month” Flockie) were disclosed. POINTS FLOCKIES AS EMOTIONAL LINK Points are a way to stimulate the conversation and get awards, the more a member par- The mascot of the community has two functions, one is to create an emotional link with ticipates, the more points he/she gets. Top Flock ranking is displayed on the side bar as the users letting them show where they work and their mood. Once a new member signs well as in the mobile up to incite the game. Member’s can check on their profile points in they get a flockie template, that they can customize and upload to their profile picture scores, rating and activities. Donating points is a way to enable other members to get or gallery to show their creativity and something about their place and mood. awards. Deleting posts or groups takes points away. FLOCKIES AS REPUTATION/STATUS AWARDS AWARDS Pre-designed flockies become awards’ announcements and become trophies toys as deco- Awards are a normally secret to incite the game. There are some reputation awards re- ration for the member. To see the final result, since they are a developable paper char- lated to the activity stream and some prizes which may be given by member firms, part- acter to be printed in an A4 page, the user mas actively cut and glue it. In the spirit of ners or sponsors. In this case, points become a kind of community currency. The winner the community, it puts the member hand on. Flockies are Creative Commons registered receives an email with a link to the flockie prize (in a further version it is a QR code that with fully editable value. Users can upload their customized versions for others to use. when pointed to the camera or phone a 3d flockie appears). 128 POINTS & FLOCKIES
- 130. FLOCK FLOCK FLOCK FLOCK POST-IT THE BEST TOP TOP TOP LEADER OF APERITIVO PRINT OUT CONNECTOR SHARER SUPPORT THE MONTH HOST SELECTED The The Product-Service System Designers Connected SHARE WHERE YOU ARE & YOUR MOOD WITH YOUR FLOCKie PICTURE IT & UPLOAD IT Flockie of the Month by member 10 9 8 7 6 5 4 3 2 1 FEET GO HERE The 10 9 8 7 6 5 4 3 2 1 LEGEND CUSTOMIZE & WRITE A MESSAGE CUT BEND BACK BEND FORWARD FEET SUGGESTED GLUE ORDER 1-10 PHOTOGRAPH YOUR FLOCKie UPLOAD IT TO THEFLOCK SITE theflock.eu > upload / flockies Flockie gallery by member POINTS & FLOCKIES 129
- 131. FIND & SHAREINSIGHTS GALLERY & HOW MIGHT WE IDEAS to create the database. TheFlock provides an opportunity to find and share in- The insights are built on the community knowledge, sights through the online platform. thus the more members who are active participants the Visitors and members can browse through the gallery richer the conversation. Companies or organizations can of works and how might we ideas to find inspiration, get fresh inputs from these international network of de- getting a snapshot of what PSS designers do and think. signers who think 360 degrees. Conversations may start Members can share insights through the website and a on broad topics, thus the privacy is not exposed. If they mobile application used to post “how might we ideas” want to pass to the next level they must transform the to start a conversation. Sharing insights have 2 purposes, conversation to a challenge, where they can keep pri- one is to get feedback from the community either on a vacy rights. If not all the knowledge is open-source and work in progress or a thought. The second is to promote free to share. Collaboration and trust are the key values their work and themselves as professionals uploading behind this set of services, which are built as the com- their current works and thinking. munity wins on reputation. Thus, it starts small from To incite participation, The Best Print Out contest is of- lead users from Politecnico di Milano whose name is a fered to promote the uploading of projects to the gallery key asset as well. 130 FIND & SHARE INSIGHTS
- 132. HOW MIGHT WE IDEAS http://theflock.eu/insights My Account 465 Fpoints The Product-Service System Designers Connected SHARE IT! How might we...I Ideas Connect Insights Co-work About us Help FAQ YOUR POST-IT APERITIVO IDEA jewelery mobile services OPEN How might we...I work opportunities sustainability SHARE IT! pleasure recycling biodiversity Food + social innovation To host Post-it Aperitivo JOIN heritage editorial jewelery mobile services app design packaging business design work opportunities sustainability pleasure recycling biodiversity Food education&research global service jam < heritage social innovation app design business design editorial packaging remote working education&research global service jam remote working PRO THE FLOCK TOP 5 FABRIZIO PIERANDREI (736 Fpoints) DANIEL METCALFE (490 Fpoints) SHARE MARCO SPADAFORA (465 Fpoints) DALIBOR PORCIC (455 Fpoints) “HOW MIGHT WE” MOBILE “HOW MIGHT WE” IDEAS “HOW MIGHT WE” IDEAS GALLERY Members can share through twitter or a mobile app Members start the conversation by posting on the When a new idea is published it is featured on the and connect to the community. They can add an sidebar or homepage on the site their “How might home page and shared to Facebook. All ideas are image, photo, check comments and what’s going on we idea...” to get virtual feedback, add people for a published on the site on the Post-it Aperitivo Gal- through the cloud. As they post they choose if they Post-it aperitivo event. How might we ideas are dif- lery where members can browse to comment and would like to host a Post-it Aperitivo. ferentiated if they are open or a company challenge. vote. The examples shown are real posts. HOW MIGHT WE 131
- 133. WORKS GALLERY INSIGHTS GALLERY http://theflock.eu/insights The Product-Service System Designers Connected SHARE IT! Connect Insights Co-work About us Help FAQ THE BEST works PRINT OUT D D D THE BEST TE CTE CTE PRINT OUT C LE LE LE SE SE SE UPLOAD YOUR WORK VALENTINES VISUALS REFILL YOUR OWN UNFRAMED YOUR POST-IT APERITIVO IDEA Dalibor Porcic Suthapa Pruksapong Sarah Thenot How might we...I < SHARE IT! + LINKS http://pssd20102.posterous.com/ FOBO FIORE&GUSTO CUCINA ATTIVA Diego + Marcos LoBello,Parker,Rovati [...] Sarah Thenot http://www.cutitout2011.com/ http://www.sustainable-everyday.net/ http://www.flickr.com/syntesis2008/ GALLERY OF WORKS & PROJECTS THE BEST PRINT OUT CONTEST Members upload their projects to the gallery as a It is an incentive to create the gallery and promote way to participate and promote what PSSDs do the member’s work as well as the community in the through examples. People can refer to and contact private sector; another way to connect. Where the directly the author if interested. Uploading, benefits best & most voted projects are set to a download- the whole community even if it is not print out. able book & print out which can be bought. 132 INSIGHTS GALLERY
- 134. WORKS beta GALLERY PROTO- TYPE http://theflock.eu/connect http://theflock.eu/connect http://theflock.eu/connect PROTOTYPING NOTES It showed the will of members to promote their professional work and thesis’ works for which there is no channel to share. The classwork, normally published in subject’s blogs, will generate quickly a gallery, having a link to them or directly uploading here. WORKS’ GALLERY UPLOAD ABOUT THE BEST PRINT OUT All uploaded projects can be browse in the gallery which Members can upload the project information, location Page with contest details, who can participate, when, when opened can be voted and shared to Facebook. (to be displayed also in the PSSDMap), pictures and why to participate since it is a contest happening once a Sharing is very important because it spreads the word links. The project is connected directly to the member year. This page should have as well access to the down- and promotes the member’s work to be voted. Origi- who posted it. Originally, members can upload also to loadable and print versions of the spread with winner nally connected to The Best Print out contest. other categories such as news or flockies. works which can be purchased. PROTO- 133
- 135. THE BEST PRINT OUT SHARE IT SHARE IT SHARE IT & LET IT & LET IT & LET IT GROW GROW GROW WOULD YOU LIKE TO ARE YOU PROUD OF YOUR WHY IS YOUR THESIS MARKET YOUR PRODUCT? LAST WORK? BURRIED DOWN THERE? THE BEST THE BEST THE BEST PRINT OUT PRINT OUT PRINT OUT From a gallery of Product-Service System Design good ideas, featured works selected by From a gallery of Product-Service System Design good ideas, featured works selected by From a gallery of Product-Service System Design good ideas, featured works selected by theflock will be published & sent out. Upload your work at theflock.eu! theflock will be published & sent out. Upload your work at theflock.eu! theflock will be published & sent out. Upload your work at theflock.eu! The Product-Service System Designers Connected The Product-Service System Designers Connected The Product-Service System Designers Connected [1] [2] [3] SERVICE COMMUNICATION Virtual advertising published on Facebook page and mailing lists to promote the uploading of projects and works to the gallery for members [1], [2] & [3]. 134 INSIGHTS GALLERY
- 136. THE BEST PRINTOUT HOW 5 SUGGEST SEND FREE 2 7 1 FREE ACCESS UPLOAD WORKS TO GALLERY SELECTED FIRMS POLIMI* COMMUNITY 7 SEND PRINTS INVITED MEMBER The CONSUMERS Product-Service System Designers Connected 6 MEMBERS THE BEST BUY PRINT OUT $ PSSD FIRMS P 2 GET FEEDBACK SUBSCRIBERS DESIGN 3 GET VOTES SPONSOR The 150 hours 4 SELECTION Students PUBLICITY $ $ $ PAY TO BE PUBLISHED $ SPONSORS INFORMATION PRINT INTANGIBLES POLIMI MATERIAL Local OTHERS PRINT MONEY MAIN USERS SECONDARY USERS THE BEST PRINT OUT HOW 135
- 137. CO-WORK FROM IDEAS TO FACE2FACE COLLABORATION designers this type of collaboration is first nurtured at TheFlock encourages its members to move forward their the student phase inside their class and then, extended ideas through the Post-it Aperitivo Service, which is an to the community as they use the services. This builds event hosted by the users with the face-to-face feedback stronger links to be able to design better together, pro- of the community in a crowdsourcing spirit. Why? To viding a better value for users hosting the event. find real collaboration and collaboration partners either The access to this service is differentiated by users. PSS to follow the same job or create real work links with designers can access for free to this peer to peer ser- companies meeting people is crucial. It gives the oppor- vice, based on the trust and collaborative culture of the tunity to meet not just socially or virtually but working group who has the will to help, growing on the exercise in a relaxed environment to break the ice. Thus, it builds of thinking out of their own world. For companies or not only on the power of crowdsourcing but on real co- organizations this expert feedback is part of the premi- working to empower ideas and generate new partner- um service, giving value to the designers’ work through ships based on a full five senses communication. For the agreed awards. 136 CO-WORK
- 138. APERITIVO provides the opportunityto move from an online “How might we...” feedback on a thought or work to a face to face co-working event in an aperitivo environment in the city with members of TheFlock. CO-WORK 137
- 139. POST-IT APERITIVO HOW 4 WANT MY POST-IT APERITIVO 5 sticker $ SEND INVITES 6 CONTACT / PAY IF NEEDED 1 POST “HOW MIGHT WE” IDEA REGISTRATION Local POLIMI* COMMUNITY BAR Local how might PRINT 8 we green Bangkok? EVENT The INVITED MEMBER The Product-Service System Designers Connected 9 RESOURCES MEMBERS UPLOAD APERITIVO PROVIDERS Local SHOP P GUEST 2 GET FEEDBACK PROMOTE & ENABLE 3 7 GET VOTES SPACE/PRINTS/MATERIALS FIRM 6 PROMOTED TO HOST $ SPONSOR KIT PAY TO HOST The The Product-Servic e System Designers Connected EXPERT KNOWLEDGE $ SPONSORS POLIMI $ $ AWARD SUBSCRIBERS OTHERS CROWDSOURCING INFORMATION FIRM INDIVIDUALS INTANGIBLES MATERIAL ORGANIZATIONS MONEY *OPEN TO SIMILAR INSTITUTIONS 138 POST-IT APERITIVO HOW
- 140. 1 2 3 POST YOUR "HOW MIGHT WE” IDEA BE VOTED BY THE FLOCK GET READY : YOU & US collaboration is the key to success Go to the Post it aperitivo Group and simply post your project idea, a Once your ideas are posted the community can vote it and promote it With theFlock support and a “Post-it Aperitivo Host” badge in your local quest that is in your mind or any theme or interest your would like for the next Post-it Aperitivo. Voting means liking as well as the inter- hands, is time to get ready. Depending on your project and how specially if it comes with a good meal to co-work on in the next Post-it Aperitivo. We suggest you to post it as est to co-work on your idea either by feedback or hands on. You will advanced is we will decide the activitities to carry out, the bar, guests, a “how might we...” question to start the conversation. It can be a also get comments to approach your quest. It is a first test and a way advertizing and founding if needed. Prepare a short presentation with current issue your are working on maybe with some thoughts on it or to start minds’ buzzing. your quest. Format and openess of the event are up to you. We will a future one that you would like to explore. Post = Win Flock Points. send the invites and/or open the registration. ! BADG E how might we green Bangkok? ? GUEST $ AC + Local T IV TS POIN BAR IT The Y The The The The 4 5 +1 +2 LET YOUR IDEAS APERITIVO GROW SHARE IT ONLINE GO AGAIN NEXT WEEK MEET UP WITH A MENTOR Grab your drink, foodies and some post its and start co-working at your We will upload the experience to share it with the rest of the World / If you want to make grow, restart the first stage with your project idea. Two heads think more than one. If you are interested in a closer follow local bar for a couple of hours. First present your ideas to theFlock, Community at theflock.eu and the outcomes if you would like to make Contact your potential partners, key team and be ready for the next up, team up with a mentor to get advices. Mentor are other members open branstorm on your topic, swap resources and get a quick PSSD it flow. focused brainstorming on making it feasible, sustainable and desir- who have passed your experience, e.g. thesis, or are just interested in thinking rating of the outcomes and potential collaboration for the able. your theme. Get a mentor and be one tomorrow. future. $ :) PSSD TEAM MENTOR The The The The +3 +4 ++ Post-it Aperitivo brochure TEAM UP TO CO-WORK THE GLOBAL REBUND POST-IT CITY INTERVENTION If your project is supported then move it forward to make it real. The- Once a year, all Post-it Aperitivos around the globe will be exhibited Would you like to put to practice PSSD Thinking in the city for real Flock enables you to meet people that could collaborate fully as part of online and offline. This is an oportunity to move your idea forward if it citizens? If you are up to the challenge, be ready for the next yearly your design team or as expert consultants. Set the goals and the got stuck in the closet and check for new potential collaborators. event and check up the updates at theflock.eu concept share it with us to get support. The The The PSSD CO-DESIGN TEAM The The The POST-IT APERITIVO HOW 139
- 141. POST-IT APERITIVO WHERE The Post-it Aperitivo workspace must offer food or snacks and a comfortable place to way theFlock shows the city their thinking which can be done anywhere and in an spon- work, with tables that can group participants in teams, good light and sound conditions. taneous way. This is an important element to incite community members to host more It can offer screens or projectors if needed. The Post-it Aperitivo workspace it is inspired often, spreading the service offer every time they co-work at a bar, getting also insights on the after-hour in Milan, where bars offer free food/snacks when the customer pur- from the people around and the urban life. So, it is always a bar? Even if there are many chases a drink. It is usually served from 7-10 PM and it is the place where workers go interesting options in the world, the event can be carried out in universities’ facilities, before heading home and where many youngsters dinne on a night out. Even if this offer firm’s offices or private homes, a public square as in a picnic [like the one proposed by is very local, the habit is common on the rest of the world. But, why a bar? The idea is the member Daniel Metcalfe, named “Post-it Picnic” - see page 152], museums’ bars or to provide a space in any city where people who don’t necessarily know each other can co-working spaces like The Hub, which has spaces in several cities worldwide. mingle in a more relaxed atmosphere than a closed doors typical office. Food is the con- [1] TipandCoffee Bar, Milan [2] Copenhagen University Bar [3] Design Library, Istanbul [4] The Hub, Amsterdam [5] Wright-Guggenheim versation starter previous to brainstorm and feel comfortable to share ideas. Plus, in this Museum, New York [6] ROW Design Studio, Mexico city. [1] [2] 140 POST-IT APERITIVO WHERE
- 142. [3] [4] [5] [6] POST-IT APERITIVO WHERE 141
- 143. POST-IT APERITIVO TOOLKIT GUIDING TOOL FLOCKIE “HOST” BOOKMARK TABLECLOTH FLAGS* PRESENTATION GUIDELINES POST-IT NOTES* INVITATION All elements on the kit have Creative Commons licence; they can be remixed by the user. *Recommended, provided by partners or members themselves. 142 POST-IT APERITIVO TOOLKIT
- 144. Would you liketo host a Post-it Aperitivo in your city? Share your How might we idea today with theFlock! PRINT & HI THERE POST-IT APERITIVO HOST! USE IT, REMIX IT, ADD, DELETE OR CHANGE AS YOU THEY ARE A TOOL TO KEEP TRACK OF THE MATERI- THEY ARE A WAY TO CONNECT TO OTHER READERS SHARE YOUR REMIX WITH THE FLOCK, SO WE CAN THESE BOOKMARKS ARE PART OF YOUR POST-IT BRING THIS The INVITATION WITH PRINT IT, CUT IT, FOLD IT AND ENJOY IT! 10 10 YOU TO THE EVENT Product-Service System Designers Connected YOU ARE GOING TO A IMPROVE THE TEMPLATE. ALS YOU SWAP APERITIVO KIT. theflock.eu NEED. APERITIVO Product-Service System Designers Connected The HOSTED BY DANIEL METCALFE APERITIVO The How can designers help protect biodiversity? APERITIVO POST-IT HOST POST-IT 1 1 POST-IT APERITIVO IDEA HOST BORROWER FOR THE DATE DATE DATE DATE DATE DATE DATE DATE 2 2 Tuesday, February 25, 2011 at 8:00 PM / / / / / / / / / / / / / / / / WHEN? SHARE IT & LET IT GROW 3 3 TipandCoffee - via Fernanda Wittgens, 1 Milan FROM [NAME] APERITIVO The HOST TO [NAME] TO [NAME] TO [NAME] TO [NAME] TO [NAME] TO [NAME] TO [NAME] POST-IT WHERE? Yanina Guerzovich HI THERE! SHARE WHERE YOU ARE & YOUR theflock.eu, if you find this NAME STATUS WITH YOUR FLOCKie book please write us. 4 4 This is an innitiave of TAKE CARE OF MY BOOK NAME PICTURE IT & UPLOAD IT GO TO TO EXCHANGE SOME THOUGHTS WRITE ME AT FEET YOUR EMAIL THEFLOCK.EU TO GET READY HAPPY READING! The The FOR THE LENDER DATE DATE DATE DATE DATE DATE DATE DATE • Please PRINT and bring this ticket to the event entrance. / / / / / / / / 5 5 / / / / / / / / • Learn more about the host and post-it aperitivo idea at theflock.eu/co-work SHARE IT & LET IT GROW FEET GO HERE FROM [NAME] The TO [NAME] TO [NAME] TO [NAME] TO [NAME] TO [NAME] TO [NAME] TO [NAME] 1-10 CUSTOMIZE & WRITE YOUR NAME 6 6 UPLOAD IT TO THEFLOCK SITE PHOTOGRAPH YOUR FLOCKie theflock.eu > your profile SUGGESTED GLUE ORDER HI THERE! theflock.eu, if you find this Would you like to host a Post-it Aperitivo in your city? BEND FORWARD book please write us. This is an innitiave of 7 7 TAKE CARE OF MY Share your How might we idea today with theFlock! BOOK NAME BEND BACK TO EXCHANGE SOME THOUGHTS WRITE ME AT LEGEND YOUR EMAIL 8 8 CUT HAPPY READING! 9 9 The Product-Service System Designers Connected theflock.eu “POST-IT APERITIVO HOST” FLOCKIE POST-IT APERITIVO INVITATION SWAPPING BOOKMARKS Once a member decides to host, he/she receives the All participants receive an invitation to the event which This elements are designed to encourage the connection “Post-it Aperitivo Host” Flockie along with the rest of the data, location and topic. It must be printed and pre- through swapping resources. They are designed to be the kit. The flockie picture, after shaped, can be dis- sented at the event if the hosts desires it. It has a QR printed by hosts & participants to keep track of books played as the member’s profile avatar to promote the code that can be checked for security. It is sent automati- exchanged during the event. 1 for the borrower and 1 event. For the host, it is a simple DIY toy and award cally but the host can access the document, customize it for the lender. It has space to fill in the names of the that can be displayed in the office. A4 sheet. and send it directly to invited ones. A4 sheet. different users, so people can check who has read before. POST-IT APERITIVO TOOLKIT 143
- 145. HA SH PP TO AR & LET E IT Y RE TAK EXC SWAP & SUGGEST GR OW IT HI E CA HA AD TH NG ING YOUR NAME AND ACCEPT THE CHALLENGE. RE 1 2 3 E SO BOOK NAME ! ER FROM OF PARTICIPANTS NAME THIS IS A COLLABORATIVE SESSION, SIGN [NAM RIGHTS SETINGS ARE SET BY THE HOST.* ME E] MY E! theflock.eu TH SHARE YOUR WHAT’S NEXT THOUGHTS SWAP RESOURCES AND SUGGESTIONS TO OU [NAM E] GH TS JOIN US USE THE BOOKMARKS TO KEEP TRACK OF TO / WR [NAM / DATE SWAP MATERIALS E] ITE SET YOUR PLACE EAT & MINGLE LISTEN UP ME / TO [NAM / AT E] DATE YOUR FIND A WORKING SPOT AND SET GRAB YOUR FOOD, START THE FOLLOW THE HOST QUEST’S IN EMAI / TO - [NAM / L YOUR TOOLS. CONVERSATION AND LAUGH. TRODUCTION AND GUIDELINES. E] DATE / TO [NAM / E] DATE 4 5 6 / TO [NAM / E] DATE This / TO thefl is [NAM / book ock. an E] DATE plea eu, if innit se you iave write find of / us. this TO [NAM / E] DATE REGISTER ALL TOOLS & SPACE SHARE ON TIME Th / / DATE e Product-Se MAKE IDEAS TANGIBLE, SHAR- USE THEM TO EXPAND YOUR MAKE A PAUSE TO SHARE. KEEP rvice System Designers Connected ABLE AND PORTABLE FOR THOUGHTS. THE TIME TRACK. FUTURE WORK. 7 8 9 08 00 EVALUATE SWAP & SUGGEST TEAM UP? - VOTE, RANK AND PRIORITIZE. BE SHARE YOUR RESOURCES AND REGISTER FOR FUTURE WORK RUTHLESS WITH CRITERIA. SUGGEST WHAT’S NEXT. SIGN, MENTOR OR FEEDBACK. WRITE DOWN WHAT YOU WOULD DO NEXT, BOOKS, LINKS, MOVIES, ETC. e Th The Product-Service System Designers Connected WOULD LIKE TO... HOW MIGHT WE... THIS GUIDING TOOL IS A CONVERSATION STARTER / USE / REMIX / ADD / DELETE / CHANGE AS YOU NEED IS YOUR OPPORTUNITY TO SHOW YOUR LET YOUR PARTICIPATION FLOW. THIS SUPPORT AND MAKE PARTNERS. FOLLOW YOUR TOPIC ONLINE FILL IN QUESTION / REFRAME IT IF NEEDED - HERE AND IN THE CENTER OF THE TABLECLOTH APERITIVO e Th THINK COLLABORATIVELLY HOSTED BY TO MENTOR YOU MAKE IT FUN! SIGN YOUR FULL NAME PARTICIPATE IF YOU HOST AGAIN WRITE DOWN YOUR FIRST IDEA ON YOUR THE PLATE MARK OF THE TABLECLOTH. THIS IS A PERSONAL THOUGHT, FREE IT TO COLLABORATE. NO IDEA IS BAD! 01 09 TO CO-DESIGN ON THIS OR OTHER TOPIC PARTICIPANTS’ SIGNATURE PARTICIPANTS’ NAMES HOW MIGHT WE... PARTICIPANTS NAME PARTICIPANTS NAME POST-IT BRAINSTORM CHANGE FORKS THINK BUSINESS CHANGE TABLECLOTH, POST-IT COLOR CHANGE TABLECLOTH, POST-IT COLOR Key Partners Key Activities Value Propositions Customer Customer Segments urban go retro kid mag Relationships food partner warm up FROM A. OSTERWALDER’S BOOK “BUSINESS MODEL GENERATION” THINK LIKE THE USERS. KEEP ONE IDEA PER POST-IT THINK ONE LINE AT AT TIME. THINK ONE LINE AT AT TIME. THINK COLLABORATIVELLY DESIRABLE? INSPIRED BY E. DE BONO’S SIX HATS METHODS The The The ... HOST’S NAME Key Resources Channels BASED ON IDEO’S RULES OR MARKER COLOR. OR MARKER COLOR. MAKE IT FUN! THINK LIKE THE COMPANY. PROFITABLE? The The The ... Cost Structure Revenue Streams Th 04 06 02 e DRAW / USE THE BUSINESS MODELCANVAS DEFER JUDGEMENT ENCOURAGE WILD IDEAS ONE ACTIVITY ONE POST IT BUILD ON THE IDEAS OF OTHERS STAY FOCUSED ON THE TOPIC ONE CONVERSATION AT A TIME THINK LIKE THE ENVIRONMENT. BE VISUAL SUSTAINABLE? GO FOR QUANTITY ... RETHINK THE POST-ITS, CAN YOU THINK A DIFFERENT MODEL? EVALUATE PSS THINKING WHAT IF...? Th e CHANGE TABLECLOTH, POST-IT COLOR CHANGE TABLECLOTH, POST-IT COLOR HOW MIGHT WE ADD NEW SERVICES TO EXISTING PRODUCTS? USE STICKER TO RATE IDEAS BASED ON THESE CRITERIA BASED ON LATERAL THINKING AND SCENARIOS FOR INNOVAITON THINK ONE LINE AT AT TIME. THINK ONE LINE AT AT TIME. THINK ONE LINE AT AT TIME. BASED IDEO’S DEFINITION OF INNOVATION AND PSS THEORY HOW MIGHT WE REPLACE PRODUCTS WITH SERVICES? ADD TO THE MINDMAP THE HOSTS’ BASED ON MEPSS METHODOLOGY SCENARIOS OR MARKER COLOR. OR MARKER COLOR. OR MARKER COLOR. WRITE MOST VOTED IDEA’S SHORT DESCRIPTION AND MAP IT HOW MIGHT WE MOVE FROM PRODUCT OWNERSHIP TO SHARING? HOW MIGHT WE INCLUDE NEW PARTNERS FOR A WIN-WIN SOLUTION? USER CENTERED P+S SYSTEM ADD TO THE MINDMAP THE HOSTS’ desirable? 360 design? SCENARIOS ... ... HOW MIGHT WE REDESIGN THE SYSTEM’S LIFE CYCLE? 03 05 07 BUSINESS WIN SOCIALLY COHESIVE viable? locally & globally? ... ... <P >S / SUSTAINABLE TECHNOLOGICALLY FEASIBLE reduces production? with current resources? ADD YOUR OWNS ADD YOUR OWNS ... ... PARTICIPANTS NAME POST-IT APERITIVO GUIDE / PRESENTATION GUIDELINES BRAINSTORMING TABLECLOTH The guide is a conversation starter to keep the flow of the event with steps but fol- This paper tablecloth is a tool where participants can write, draw, etc. lowing the host’s thoughts. Along with a short presentation with the quest and back- It will set the environment and focus the meeting. It is a document to ground, the guide is a document that the host will collect after with useful informa- register and to be collected by the host after. It can be download it and tion for the future. It is sent to the host who can use, remix, add, delete or change as customized to be printed or drawn on a piece of paper with the size of desired. To be printed on A4 and fold it, so participants follow 1 page at a time. Each the workplace’s tables. An A4 template is provided to allow tracing. One table should receive one guide. The content is based on several design techniques. tablecloth should be set on each table. 144 POST-IT APERITIVO TOOLKIT
- 146. APERITIVO HOSTED BY DANIEL METCALFE How can designers help protect biodiversity? BRAINSTORMING SESSION DURING AN APERITIVO Want to join? ! I'M A EE I NK FR FLOCKING & DR DESIGNERS BAR R ST THINKING The FI theflock.eu theflock.eu IN BE theflock.eu The Product-Service System Designers Connected PERSONALIZED EVENT ADVERTISEMENT BAR / WORKPLACE LOCATION STICKERS This postcard advertisement is sent to the host to share it among the com- Partner bars and workplaces will display theFlock stickers. Members are sug- munity on TheFlock site, the Facebook page and any other places. It can be gested to print stickers and ask the bars if they can stick it during the meeting printed as well, and distributed in different places where the interested people or in general, or can just leave it at the place. Thus, they become again pro- could be. The card shown is just an example used to launch the prototyping moters. In this way theFlock’s services and community gets advertised in city event with one of the quests of one of the members posted on the site. locations with a public street view. POST-IT APERITIVO TOOLKIT 145
- 147. USERS [1] [2] [3] FUTURE [PSSD] STUDENT Enrique, just enrolled in Ms. in PSSD at POLIMI, is looking for information on the course and to connect to people while he is still in Mexico. [1] CURRENT [PSSD] STUDENT Sogand, is looking for insights and resources on a current school project from POLIMI in Milan and is looking for an internship opportunity. [2] [PSSD] GRADUATE Rogier is working in London on a service design company and would like to find partners for the future, past friends & publicize his current work. [3] [4] [5] [6] [PSSD] PROFESSOR Fabrizio, teaches at POLIMI, looks for a space to communicate with the com- munity not only academically but also about his thoughts and works. [4] [POLIMI] STAFF Carolina, office staff at POLIMI, uses the network to communicate to the POLIMI community experience facilitating information & events. [5] [DESIGN] FIRM Antonio, architect, looks for innovative system thinking talents and inspira- tion for new pet projects for his studio, who could become interns. [6] [7] [8] [9] [NON GOVERNMENT] ORGANIZATION Florencia, ONG consultant is looking for feedback and resources to apply PSS approach to public services on her current job. [7] INDIVIDUAL [SKILL] SUBSCRIBER Vincenzo, management engineer, would like to share his expertise to team up with PSS thinkers to explore new business opportunities. [8]