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

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DESIGNING A LIFE-CHANGING SERVICE, LED BY LOCAL COMMUNITIES Craig Cicero, Chiara Diana

C A S E S T U D Y | S E R V I C E D E S I G N D A Y S

2OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY

A G E N D A

1. Introduction

2. Case Study Walkthrough

3. Lessons Learned

4.Q&A/DIscussion

We advance the human experience.

A B O U T F R O G


X

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A B O U T F R O G

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Shifting scale to deliver Impact.


OCT 2017 | RED CROSS FIRE SENSORS CASE STUDY

I N T R O D U C T I O N

97 million volunteers around the world

1,9 billion dollars revenue 2016

4,6 Million people helped

in response to disasters 2016

Present in 180 countries


I N T R O D U C T I O N

THE RED CROSS IS INCREASING INVESTMENT IN RISK REDUCTION

%

increase in investment

77

R E S I L I E N C E Helping communities mitigate risk of disaster and be prepared to respond to crisis

T E C H N O L O G Y Nanotechnology, 3d printing, sensing, internet of things, drones—how can they help scale resilience interventions

Challenges for Humanitarian NGOs

CONTEXT

I L L E G A L C O N N E C T I O N

H I G H D E N S I T Y

I N F O R M A L S T R U C T U R E S

N A R R O W PAT H S

L A C K O F S E R V I C E S

R I S K Z O N E S

P E O P L E

M I L L I O N


WHAT IF WE COULD DISTRIBUTE CHEAP FIRE SENSORS TO DECREASE THE INCIDENCE AND TRAGIC CONSEQUENCES OF FIRE EPISODES?

T H E H Y P O T H E S I S


O U R C H A L L E N G E

H C D M K T

APPLY A HUMAN-CENTERED DESIGN APPROACH TOWARDS DISTRIBUTING, INSTALLING AND TESTING FIRE SENSORS AT THE COMMUNITY LEVEL.

RESEARCH MARKET FORCES AND LOCAL ECONOMICS TO IDENTIFY A BUSINESS STRATEGY THAT WOULD IMPROVE SUSTAINABILITY.


C K P R A H L A H A D

BASE OF THE PYRAMID BUSINESS MODELS

L O W C O S T- H I G H V O L U M E

B U S I N E S S M O D E L I N N O V AT I O N

“4-5 billion people at the bottom of the pyramid represent a 13 trillion dollar opportunity”

(2004)


ETHNOGRAPHIC THINKING

STRATEGIC THINKING

LEARNING DESIGNING TESTING

1 2 3

5-10 30-60 60+

TECH IDEA

Product-Service System Development CycleFROM IDEAS TO SOLUTIONS

PSS SOLUTIONPROBLEM


CASE STUDY OUTLINE

S P R I N T T H R E E R E P O R T R E D C R O S S F I R E S E N S O R S F O R S A F E R U R B A N C O M M U N I T I E S



Ethnographic/Strategic Thinking

LEARNINGFROM THE COMMUNITY

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IN-DEPTH INTERVIEW

Understand mental models and assess the service value proposition.

RISK PERCEPTION GAME DIARY STUDY

STAKEHOLDER WKSHP



DESIGNINGWITH THE COMMUNITY

02PRODUCT FUTURE ADVERTISING

Ideate around service touchpoints, experience journey and processes.

The messages often referred to the

idea of a common choice, a sense

of pride of becoming advocates for

a better quality of life in their area.

• Business-to-community model

• Fire sensors as safety solution

• Community leaders as main ambassadors

• System maintained by the communities

ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS

EXPERIENCE MAPPING



TESTINGWITH THE COMMUNITYPrototype the service solution and refine the business plan.

A few seconds after the alarm

started ringing the detection role

was already over, the critical point

was how to handle the response.

• Need of a strong leader in the role of the

community fire warden

• List of skills necessary in the franchised

service model and initial training

ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS

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PREPARATION

DEBRIEF

ROLE PLAYING



FOR MORE INFORMATIONThe case study has been detailed in a paper in the EPIC journal published in 2016. A link to the paper can be found here:

http://onlinelibrary.wiley.com/doi/10.1111/1559-8918.2016.01090/epdf

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