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Social Innovation Powered By Service Design
Presenter: Gabriele Tempesta
Social Innovation Powered By Service Design
Presenter: Gabriele Tempesta
Product Design for
Contents
A. Introduction
B. Main Case Study
C. Additional Cases
D. Conclusions
IntroductionA bit about us
Who We Are YANG DESIGN is a forward thinking Chinese design consulting firm. It is the very first Chinese winner of the top 4 international awards - Red Dot, iF, G-Mark and IDEA - and has won more than 80 design awards since its founding. It features several facilities, such as YANG DESIGN STRATEGY INSTITUTE, CMF INNOVATION LAB, USER STUDY & SERVICE DESIGN LAB, YZ Brand strategy consultancy, Industrial Design Museum and Neo Handicraft Study Institute. YANG DESIGN is headquartered in Shanghai, with branches in Switzerland and Suzhou as well.
Our Clients YANG DESIGN has been working on industries including smart home, consumer electronics, transportation, FMCG, education, finance and real estate industry. YANG DESIGN has helped renowned brands in China and abroad to increase business value and social impact, including Greenpeace, One Foundation, Boeing, Audi, GM, Siemens, ABB, Samsung, Philips, Swatch, DuPont, Herman Miller, Schneider, Hitachi, Infiniti, Lenovo, Haier, Huawei, Vanke, SOHO.
地产 Real Estate
家居, 厨卫 及照明 Homeware, Lighting
交通⼯工具 Autos, Transportation
家电, 设备及 消费电⼦子 Consumer Electronics
快消, 时尚及 运动休闲 FMCG, Sports & Fashion
公益组织及公共机构 NGO and community Organization
Our Vision We are committed to craft a perfect user experience in everything we design, by following 5 principles of good design from Dieter Zimmer, Jamy Yang’s mentor and member of the jury of Red Dot Design Award.
What we do YANG DESIGN provides user experience-centered design consulting service of brand strategy, digital marketing, design strategy, industrial design, interaction design, and public service design.
UX-Centered Brand Strategy
Digital Marketing
Design Strategy
Industrial Design
Interaction Design
Public Service Design
2010 | Red-dot Design Award South Ningbo CBD Public Facility System Service Design YANG DESIGN developed a complete public facility system for the CBD business area in Ningbo. This design was developed with attention to its lifecycle and the various stakeholders involved in the process. For instance the modularity allows to adapt the design to different spaces, facilitate maintenance, and create different configurations.
YANGDESIGN通过分析⽤用户群体园区接触点体验， 对园区交通路线、导向系统点位总结⽆无⼈人电轨⻋车路线覆盖范围
2013 - PresentVanke Smart Office Park Service Design Officially started as a signage project for Vanke Smart Office Park, YANG DESIGN provided also a strategy report that analyzed people interaction with the space and existing services. The report included recommendations and guidelines for deploying smart technology (smart signage, e-mobility etc.) to improve the overall experience of the business park.
2011 - PresentBoeing Airplane Interior Service Design As the only Chinese design consultancy working for Boeing since 2011, YANG DESIGN has conducted several studies on Chinese consumer insight, user experience, trends and brand identity. In 2014 we have developed innovative interior design concepts to rethink the flight experience. The projects have been very well received by the American headquarters.
2014Haier Smart Life Service Design Haier, the largest Chinese home appliance company, entered the smart home market with the U+ Platform but they needed to get more people to join it and struggled to imagine the evolution of the system. YANG DESIGN conducted extensive user studies and delivered a strategy report containing scenarios and storyboards detailing the platform use. In addition YANG DESIGN developed a booklet to explain in a simple way how the platform works and what are the benefits for customers who own at least one appliance, encouraging them to complement them with more.
Main Case StudyDisaster Relief Tent
Introduction
⻄西南地区 southwest 降⽔水增加，季节性干旱频发；地质结构复杂导致地质灾难较多
东北地区 northeast 显著变暖，极端⾼高温频繁
东南地区 southeast 台⻛风咸潮灾害加重
⻄西北地区 northwest ⽓气候变暖、冰川退后；地质结构复杂导致地质灾难较多
华中地区 central 上游降⽔水减少，干旱加重；中下游降⽔水增多，洪涝频繁，伴有⼭山体滑坡。
环渤海地区 Bohai rim ⻛风暴潮灾害加重
1⽉月 2⽉月 3⽉月 4⽉月 5⽉月 6⽉月 7⽉月 8⽉月 9⽉月 10⽉月 11⽉月 12⽉月
台⻛风 typhoon
泥⽯石流 Debris flow disaster
⽕火灾 Fire⽕火灾 Fire
旱、涝灾害 Drought, waterlogging disaster
冰冻／暴雪灾害 Frozen / Blizzard disaster
⻛风雹灾害 Wind and hail
Background: Earthquakes Sichuan, Gansu and Yunnan are some of the most disaster-stricken provinces in China, especially known for earthquakes.
Background: The Tents In the aftermath of an earthquake the victims, still affected by the tragedy, are forced to live in disaster relief tents for up to 3 years under harsh conditions until their new houses are built. These tents are often based on military tents.
The Client: 壹基金 “One Foundation” One foundation, the first private charitable fundraising organization in China, set up this project to design a disaster relief tent that provides a better living experience, while expressing One Foundation brand identity.
Disaster Relief Children Welfare Public Welfare Training
Better Expression of Brand
Better Tent Living Experience
Framing The Problem It started as a pretty straight forward product design project: the design team was supposed to take a field trip to Ya'an, which is one of the areas hit by the Lushan earthquake in 2013, study the issues of the existing tents and design a better one.
VictimsImproved living experience and comfort
Designers
One FoundationIncreased media and brand identity exposure
Practical Issues Example: adding extra rain
protection to the roof
Deeper Needs Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Practical Issues Example: adding extra rain
protection to the roof
Deeper Needs Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Practical Issues Example: adding extra rain
protection to the roof
Deeper Needs Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Practical Issues Example: adding extra rain
protection to the roof
Deeper Needs Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Practical Issues Example: adding extra rain
protection to the roof
Deeper Needs Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Observe carefully and ask
Practical Issues Example: adding extra rain
protection to the roof
Deeper Needs Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Deeply understand people / Empathize
Observe carefully and ask
Practical Issues Example: adding extra rain
protection to the roof
Deeper Needs Example: Claiming outdoor
space to recreate a community
Multiple Stakeholders Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Deeply understand people / Empathize
Adopt a larger perspective
Observe carefully and ask
Re-Framing The Problem To design a better tent, the designers realized that they had on the one hand learn to empathize with the users, understanding deeply their needs and emotions, and on the other hand they had to enlarge their perspective looking at the whole lifecycle of the tent, and all the different stakeholders involved.
Donation
Setup
Usage
Removal
Production
Delivery
Clean-up
News Report
Disposal
Local GovernmentEasier camp management
ManufacturersEasier and cost effective production (less parts and use of standard components)
Donors
One FoundationIncreased media and brand identity exposure
VolunteersEasier camp setup and maintenance
Media
VictimsImproved living experience and comfort
Designers
Methodologies
品牌拥有者: 壹基⾦金
Brand owner: ONE FOUNDATION
使⽤用者： 普通灾民 弱势群体
Users: victims, vulnerable
group
管理者: 地⽅方政府
Managers: local government and
volunteers
公众/捐款⼈人 The Public / Donors
传播者: 媒体 Media
⽣生产商 Manufacturer
便于⽣生产 Ease of production
提⾼高可⽤用性和附加值 Usability and other added values
引发关注报道 Public attention
最⼤大化品牌传播 引⼊入善款 Better brand promotion
打造⼝口碑 Reputation
便于管理维护 Easier management & maintenance
Stakeholder Map The stakeholder map allowed us to take into account the needs of all the major stakeholders involved
设计师 Designers
Managers: “Lack of signage or info about
who lives where. Tents look all the same and it doesn’t make
managing the camp any easier”
Stakeholder Map The stakeholder map allowed us to take into account the needs of all the major stakeholders involved
60岁 组织村民活动的 ⼤大爷 •适应⼒力强 •⾃自搭简易三⾓角棚 •性格顽强
60s Organizer of village activities Adaptable Good application hardy
50岁 想与家⼈人同住的 张阿姨 •⾃自救能⼒力较弱 •需要被提供住所 •容易感到慌张
50s Family mother wants to live with her family Less adaptable Easy to be panicked
40岁 外出打⼯工 男⼦子 •适应⼒力⼀一般 •由晚辈照顾
40s Migrant workers Middle adaptable capability Be taken care by junior
30岁 投⾝身于公益的 郭⼤大哥 •应急能⼒力强 •使⽤用时⻓长较短 •责任⼼心强
30s Public Service Volunteer Emergency ability Less time living in the tent A strong sense of responsibility
Personas Personas were created before the field trip as a way to better prepare the interviews and organize information
Contextual Interviews All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues
Earthquake Victims: “The airflow is terrible but if we open the windows we lose all the heat in
the cold months. And the blue color of the tent makes feel even colder!”
Earthquake Victims: “There is nothing to hang stuff or put stuff on the walls, so we have
to improvise everything, from managing the cables to hanging
the clothes or our bags”
Contextual Interviews All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues
Earthquake Victims: “There is nothing to hang stuff or put stuff on the walls, so we have
to improvise everything, from managing the cables to hanging
the clothes or our bags”
Contextual Interviews All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues
A Day In Life / User Journey The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims: “In the morning we wake up with this
weird blue light. It’s quite uncomfortable and we prefer to spend
most of the time outside the tent”
A Day In Life / User Journey The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims: “In my tent I was living for several
months with a complete stranger and it was very embarrassing for both of us
because we didn’t have our own private space. We ended up sacrificing some of our bed sheets to separate the space”
A Day In Life / User Journey The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims: “We lost everything. If we are lucky all we have
left is family and maybe some of our neighbours. We really want to feel closer to them, create a space to share together. That’s why we make
these connections to different tents”
A Day In Life / User Journey The design team also constructed user journeys based on “A Day In Life” style interviews
Co-creation The design team conducted several co-creation sessions with volunteers, victims and government staff
Design Process
Methodology Insights / Needs Design Solutions
Stakeholder Map
Lack of signage / info about people living in the tent Tents all look the same / Easy to make mistakes Complex assembly / unclear instruction Need to express Brand Identity unobtrusively
Support for whiteboards Possibility of different tent configurations Improved booklet and color-coded parts Better color and logo enlargement
✓
+ +
Contextual Interviews
Poor airflow and high moisture Frequent loss of equipment while assembly Too many different types of parts and fabrics Water leaking issues during rainy days Airflow VS warmth trade off No built-in storage Poor fabric durability Blue color conveying a feeling of coldness
Choice of better textile Reduced number of parts / Inclusion of spare parts Reduction of parts to 2-3 types Inclusion of a floor carpet Extra roof cover to retain heat Support for textile pockets Choice of better type of fabric Use of warmer and more relaxing green
✓✓ ✓
✓
✓ ✓
+
+
A Day In Life / User Journey
Lack of space / Need to have communal spaces Impossibility to combine 2 tents Poor lighting from windows / Eerie blue light Airflow VS Privacy No privacy inside the tent
Support for a “Veranda” extension Creation of parts to connect one tent to each other Improved lighting through transparent roof parts Better airflow through special air gaps in the roof Support for textile room dividers
✓ ✓ ✓
+ +
Co-Creation
From Insights to Requirements
✔ +
Design Guidelines It was chosen to take advantage of the good aspects of the tent and upgrade it. This solution proved cost-effective and equally valid. Based on the user studies, 4 principles were established to guide the design of a better disaster relief tent.
Design Guidelines It was chosen to take advantage of the good aspects of the tent and upgrade it. This solution proved cost-effective and equally valid. Based on the user studies, 4 principles were established to guide the design of a better disaster relief tent.
Main Design Direction The team decided to base the design on the idea of a home instead of a camping tent. Despite its temporary nature, it clearly emerged that the disaster tent is much more than that. It’s the closest thing people have to a house.
减少临时感，增加稳定感和归属感
Like a real home. Sense of steadiness & belonging.
Main Design Direction The team decided to base the design on the idea of a home instead of a camping tent. Despite its temporary nature, it clearly emerged that the disaster tent is much more than that. It’s the closest thing people have to a house.
Definition of the shape
Final design
Assembly Process The simplification of the parts allows the new design to be built in 15-25 mins, instead of 45-60 mins of the previous one.
Media Clipping This project has been featured on several prominent social media and design websites in China
Additional CasesOne Foundation Water Project
One Foundation Water Project
Studying User Interaction
Plastic smell (hot water) Uncomfortable Holder Low quality printing
Bottom easy to get dirty Not very stable when empty Opening too big for kids
Water Bottle
ConclusionsWhat to take home
Service Design Thinking as UX Booster in Product Design
• Service design can be applied to anything, including products
• From service design, we have learnt how to investigate users deeply, and at the same time how to see the project from a larger perspective
Trends and Challenges for Service Design in China
• In China, service-centered medical and financial industries tend to be less developed than other commercial industries, and they could definitely benefit from service design.
• Mobile internet, the “Lazy Economy”, and O2O are booming. They will create a much greater need and awareness of (good) service design
• In the west design has a long story of collaboration with NGOs and social innovation projects, but in China this is still an unexplored territory. In this sense, by collaborating with us One Foundation is a pioneer of social innovation through design in China
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THANKS
