MGuarraia DMGT748 Process Book

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SPIRIT | PROVIDENCEIncreasing resident pride in Rhode Islands capital cityMARK GUARRAIA | Final Process Book | DMGT 748

Figure 1. Providence Skyline. Skyline as viewedfrom Prospect Park. Authors Image, 2014.


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SPIRIT | PROVIDENCE

MARK GUARRAIACandidate for Master of Arts, Design Management

Final Project submitted to the faculty of the Design ManagementProgram at the Savannah College of Art and Design on November20, 2014, in partial fulllment of the requirements for the degree ofMaster of Arts in Design Management.

Design management allows for design strategy, thinking, tools,and principles to be of major inuence in the greater businesslandscape. It allows creative individuals from diverse backgroundsto have a seat at the business table, and to solve multi-facetedproblems through innovative methods.

Furthermore, Design management compels individuals and groupsto create business environments in which innovation and design arenot only encouraged, but are fostered, cultivated, and valued.


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SPIRIT | PROVIDENCE

INTRODUCTION

SPIRIT | PROVIDENCE (PVD) employs the principles and methods of designmanagement to increase resident pride in Providence, Rhode Island. Whileresidents are struggling with a slowly recovering economy, they are experiencingdiminished city pride.

For long-time residents and recent transplants, there is an opportunity to changethis. There is an opportunity to increase their resident pride and, potentially,improve their quality of life.

SPIRIT | PVD showcases the development and design of Windows to Providence,a strategic proposal for increasing pride. Months of contextual research, meetingswith stakeholders, site observations, concept generation, prototype testing,business model creation, and concept renement led to a complete proposalfor Rhode Islands capital city. Key stakeholders identied a rich sense of history,extraordinary architecture, natural beauty, and diverse culture as elements forProvidence to be proud of and to build upon.

Diverse concepts were then explored and evaluated, resulting in two prototypesthat went to user testing. Windows to Providence, a strategic proposal centeredaround physical installations throughout the city, proved effective in framingnew perspectives for residents, and giving them important information andopportunities for engagement within their communitiesthus increasing theiramount of resident pride.

From this work, I conclude there is immense opportunity and a clear path for theCity of Providence to instill pride in its residents. This six-step proposal is rootedin data and is the result of a collaborative and creative development process,ensuring lasting and meaningful results.

It is recommended that others learn from the process SPIRIT | PVD now presents.Although Windows to Providence is a case study specic to one city, its coretenets are universal. It is recommended that other cities learn from this case study,and evaluate how they can leverage and customize the proposals six key steps.


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SPIRIT | PROVIDENCE is dedicated to all greater Providence area residents who

strive to make their capital city the best it can be. It is for the residents who arewilling to ght for their city, and who wish it to be Americas favorite mid-size cityfor living, working, and playing.

It is with great pleasure that I acknowledge those who have helped me completethis project and degree successfully.

To my classmates: Thank you for constantly pushing me beyond my assumedlimitations, and for taking an interest in my success as a graduate student. I am amuch stronger design manager thanks to your peer review and encouragement,and I look forward to seeing whats ahead for each of you. I am especially gratefulfor Aidenn Mullens friendship and critique throughout the design managementprogram, and the critical review both she and Christopher Fick gave methroughout this nal quarter.

To my professors, particularly Regina Rowland, PhD, and Krista Siniscarco: Thankyou for the challenging and engaging courses, and for being dedicated to eachstudent. Your guidance and leadership have propelled me in my studies, and I lookforward to seeing how you evolve and strengthen the program in the years ahead.

To my employer and colleagues: Thank you for supporting my work and time inthis program, and for being guinea pigs and sounding boards for new ideas andmethodologies.

To the City of Providence: Thank you for being a source of inspiration, and forbeing a positive contributor to my development as a student, professional, andindividual.

Finally, to my family, friends, and partner: Thank you for your constant love andsupport. Your encouragement has allowed me to complete this degree with pride;its completion marked by this nal project.


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CONTENTS:

PROJECT FRAMING

Subject of StudyProblem StatementTarget AudiencePurposeScopeSignicance of Study

PROJECT POSITIONING

Opportunity StatementZag StepsPositioning

Value PropositionOnliness Statement

RESEARCH PLANNING & SYNTHESIS

Research SpaceResearch MethodologyResearch Activities

Research QuestionsData Collection MethodsResearch SynthesisResearch InsightsResearch Findings at a Glance

DESIGN OPPORTUNITIES & CRITERIA

Opportunities for DesignDesign Criteria for PrototypeReframing

PROTOTYPE DEVELOPMENT & TESTING

Prototype Ideas, Concept Development ProcessExploration of Diverse ConceptsChosen Concept DevelopmentConcept Testing with Target AudienceConcept Testing Findings

Validation

FINAL DESIGN TO MARKET

Final, Chosen ConceptFinal PrototypeBusiness Model CanvasImplementation Plan

CONCLUSIONS & RECOMMENDATIONS

ConclusionsRecommendations

APPENDICES

Appendix A: Project RoadmapAppendix B: Creative Brief Appendix C: Question MatrixAppendix D: Consent FormsAppendix E: Interview QuestionsAppendix F: Research DocumentationAppendix G: TranscriptionsAppendix H: Testing DocumentationAppendix I: Additional Project LinksAppendix J: Working Wall

REFERENCES

Annotated BibliographyFiguresTables

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PROJECT FRAMING

6Figure 2. Providence Cityscape. Downtown as viewed from the

Rhode Island Convention Center. Authors Image, 2014.


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Providence residents are struggling with low city pride and arecovering economy. Can design thinking and innovation be thecatalysts needed to rebuild resident pride?

Subject of Study:

Problem Statement

Providence, Rhode Island is suffering from low resident pride and a slowlyrecovering economy. With one sixth of Rhode Islands population living inits capital city, Providence is a critical component of both State and regionalsuccess.

A recent Gallup poll ranked Rhode Islanders as the most insecure residentsin the nation, stating that they are the most likely to think there is a betterplace to live (McCarthy, 2014). Providence is both the nancial and culturalcore of Rhode Island, and its success extends well beyond its city limits.

Once the beehive of industry (Dunnington, 1990), Providences futurerequires careful consideration and evaluation. Manufacturing jobs are gonefrom the area, years of political corruption still haunt the city, and manyresidents have seemingly lost hope. Rebuilding pride in Providence is a keycomponent in resident satisfaction and development, as well as businessretention and growth. I also believe that design thinking can play a pivotalrole in shifting mindsets and uniquely showcasing all that Providence has tooffer to residents.

Providence

Target Audience

Two groups were identied as targets for this case study, based on athorough understanding of both the identied problems and the potentialopportunities.

Group 1 (Primary Target): Long-Time Providence ResidentsLong-time Providence residents have lived in the city for more than 10 years.For this study, I was particularly interested in long-time Providence residentswho may have grown up in the surrounding areas. They often view the citythrough a lens focused on the past, and are often not aware of the manychanges the city has experienced in the past 20 years.

Group 2 (Secondary Target): Recent Providence TransplantsThis group of residents recently moved to Providence (within the year),most likely for a job opportunity or relationship. They are often interested inlearning more about their city, and have frequent visitors from out of state.They do not yet know how to access city amenities, and typically make newfriends through living arrangements or through work.

Figure 3. RI map. A map showing Providences locationwithin the state of Rhode Island. Authors Image, 2014.


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Purpose

The focus of this project was to evaluate why there is a lack of pride amongProvidence residents and to locate that lack. Then, to use contextualresearch, data analysis, and data synthesis to uncover meaningful insightsand identify opportunities to re-instill resident pride while also contributingto the overall nancial health of the city.

ScopeThe high-level scope of this project was to engage with individualsand investigate organizations within the city of Providence to gain acomprehensive understanding of current generators and detractors ofresident pride, and to secure a better understanding of the potential hurdlesfor future innovation in this area.

Project duration was 10 weeks, and ran between September 15 andNovember 20, 2014. This project was geographically centered aroundProvidence, RI, with some reach into other areas and cities within the state.

Research subjects included representatives from State government andplanning agencies, city architects, community advocates, recent Providencetransplants, and other relevant parties.

Organizations researched included both private and public groups withvested interest in City and resident pride and a history of relevant initiatives.

Signicance of Study

For me, this study has represented the culmination of my coursework andstudies within design management, and has made me more condent in myability to tackle wicked and complex problems through design thinking,appropriate process selection, and tenacity. The study has strengthened mycontextual research skills, and has offered me the opportunity to connect withmy community in a way I never had previously.

Additionally, the City of Providence has shaped me as an individual, and hasfacilitated my personal and professional growth throughout the last decade.It has been a place for me to learn, love, and live, and I want to see thecity prosper as I know it can. This project has allowed me to give back to abeloved place that has already given me much.

With regard to the greater profession, this study may serve as a showcase forhow design management can be used to tackle uid and dynamic problems.It may also make a signicant difference in the lives of two groups (long-timeresidents and recent transplants). Finally, the study may showcase the reachof innovation through design strategy at the city, state, and regional levels.


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PROJECT POSITIONING

9 Mark Guarraia | DMGT748 | Fall 2014Figure 4. Sidewalk perspective. An overhead view of sidewalk details

near South Main Street in Providence. Authors Image, 2014.


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Opportunity StatementAn opportunity existed to increase resident pride in the City ofProvidence, specically to remind long-time residents (and demonstrate tonew residents) the many things that make Providence special. In addition,an opportunity existed to harness new-found pride so as to fuel theProvidence economy and to retain and attract businesses and a talentedworkforce.

Diminished resident pride is a difcult, multi-faceted problem, withmany contributing causes. This study provided a chance to utilize designmanagement to contribute to improved quality of life for Providenceresidents, while challenging myself (the design manager) to facilitateinsight-driven concept generation and renement in order to arrive atimplementable solutions.

Many stakeholders and research subjects contributed to and enhancedthe creative process. I hope the project can serve as a benchmark for

the successful integration of (sometimes competing) inputs in order toinnovate toward the resolution of a difcult problem. Finally, I hope thisproject can highlight design as an essential connector of people, ideas, andorganizations, whether here in the City of Providence or elsewhere.

Figure 5. Benet Street sunset. Sunset as captured from Providenceshistoric East Side neighborhood. Authors Image, 2010.


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STEP 1: WHO AM I?

SPIRIT | PVD is an initiative focused onincreasing resident pride in Rhode Islandscapital city, Providence.

SPIRIT | PVD is an accessible andapproachable way for residents and visitors tolearn about (and engage with) their belovedcity, and then continue promoting its positiveattributes to others.

STEP 2: WHAT DO I DO?

The purpose of SPIRIT | PVD is to increase thesense of pride in a bustling mid-size city whoseresidents are struggling with insecurity and aslowly-recovering economy.

SPIRIT | PVD increases resident pride throughits many loyal fans and visitors, and specicallylooks to impact long-time Rhode Islanderswho have seen Providence through years oftransitions.

STEP 3: WHAT IS MY VISION?

The vision of SPIRIT | PVD is an urban areabuzzing with resident pride, with people wholove the city in which they live, work and play.

The vision is a city that reaps the benets ofan engaged residential community and newrelationships created and fostered as a direct orindirect result of the initiative.

The vision is a c ity people are proud to callhome, and one in which businesses and visitorsaspire to travel to.

Zag Steps

STEP 4: WHAT WAVE AM IRIDING?

SPIRIT | PVD is capitalizing on a vibrant citypopulation desperately searching for ways toengage with others and to improve their city.

In addition, SPIRIT | PVD is riding the waves ofmany national polls praising Providences history,architecture, culture and food.

Finally, it is riding (and combatting) the wave ofnegative publicity long-time Rhode Islandersoften give the city.

STEP 5: WHO ELSE SHARES MY BRANDSCAPE?

There are several initiatives in parallel spaces,many of which are focused toward nichepopulations (designers, young professional

women, businesses, etc.)

In addition, there are connections to largertourism and convention bureaus, focused onbringing people from out of state into RhodeIsland, and specically to Providence.

STEP 6: WHAT MAKES METHE ONLY ME?

SPIRIT | PVD is the only initiative with the goal ofincreasing resident pride (on a broad, city-widelevel) while targeting those who have called

Providence and Rhode Island home for years.

While this audience will see immediategains, new residents and tourists will also seesecondary gains, and will continue promotingProvidence outside of this initiative.

Figure 6. Zag steps 1-6. Steps 1-6, completedfor SPIRIT | PVD. Authors Image, 2014.


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STEP 7: WHAT SHOULD I ADD

OR SUBTRACT?I should add a multi-phased approach toensure maximum longevity and adoption.I should look into other parts of the regionto see where similar initiatives can beimplemented for similar gains.

STEP 8: WHO LOVES ME?

I am loved by many: By the city, for puttingforth a robust and novel strategic proposal. Byresidents, who take pride in the initiative andin their city. By the many partners who helpsupport the cause. Finally, by the local media,for being a tangible example of the positivitythat stems from increased resident pride.

STEP 9: WHOS THE ENEMY?

The enemy is time and the potential for lostinterest. Any initiative has an associatedlongevity and schedule, but SPIRIT | PVD hasconsidered many things to ensure a sustainedand loved interface for residents and visitors.

Zag Steps

STEP 10: WHAT DO THEYCALL ME?

By name, they call me Windows to Providence. In passing, they call me novel, simple, straight-forward, and accessible. They call me a model

for future success in other c ities. Finally, they callme ambitious and dedicated.

STEP 11: HOW DO I EXPLAINMYSELF?

I am an initiave looking to increase resident pridein Providence, Rhode Island. I am doing thisthrough accessible, approachable, and curated

user experiences so that long-time residents andrecent transplants can experience increased pride.I am interested in a prosperous Providence forcurrent and future residents.

STEP 12: HOW DO I SPREADTHE WORD?

SPIRIT | PVD spreads the word through positivepublicity, easy access, and high visibibility.

This initiative uses the positive experiences ofusers to continue promoting and advertising itself.

In addition, this initiative spreads the word outsideof Providence through user-generated content.



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STEP 13: HOW DO PEOPLE

ENGAGE WITH ME?People engage with SPIRIT | PVD on a numberof levels, each with varying degrees of intensity.

Users can simply approach the installations andobserve the views. They can then read moreabout what is framed, and they can also engagethrough social media by following and/orcontributing to each installation.

STEP 14: WHAT DO THEY

EXPERIENCE?People experience a new, fresh perspectiveof Providence. They look at the city through anew, curated lens. They experience an increasein pride for their surroundings, and they learnnew things about the spaces, buildings, andneighborhoods around them.

STEP 15: HOW DO I EARN

THEIR LOYALTY?I earn user loyalty through continuous andeasy engagement.

Residents are encouraged to engage in anumber of ways, and their positive experiencesprompt their return.

ZAG Steps

STEP 16: HOW DO I EXTENDMY SUCCESS?

Success is extended by virtue of the initiative,which is designed so that residents becomepromoters of both the initiative and resident

experience. Through minimal engagement,residents are easily able to share theirexperiences with others.

STEP 17: HOW DO I PROTECTMY PORTFOLIO?

My portfolio is protected by virtue of thepartnerships established. Each stakeholder hassomething to gain with SPIRIT | PVDs existence,

and each is encouraged to maintain thepartnership.

Furthermore, the content and proprietaryinformation created is meant to be shared withothers, not concealed.



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As SPIRIT | PROVIDENCE evolved, it was interesting to evaluatethe types of competitors (players) in this space, both locallyand internationally.

On the city and state levels, there were both disparate initiatives,(targeting niche populations), and wide-ranging campaigns,(aimed at marketing within and outside the State). This variedand broad set of competitors showcased different approaches,techniques, successes, and shortcomings.

In addition, there were campaigns and initiatives throughoutthe world that offered insight into the successful marketing andexploration of various cities and geographies.

PositioningEvaluating the Competitive Landscape


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Providence WarwickConvention and Visitors Bureau

General Visitors Bureau for the greaterProvidence area, focused on bringing intourism and conventions from out of state.

Discover Newport

Non-prot organization dedicated topromoting both Newport and Bristolcounties to tourists outside of RhodeIsland.

Its All in our Backyard

Campaign aimed at celebrating RIscommunity, birthed from Rhode IslandFoundations Make It Happen RI eventin 2012.

DesignXRI

Group aimed at celebrating andpromoting the creative talent poolwithin the Ocean State, and connectingindividuals for work / contracts.

I Heart Providence

Annual celebration and gathering ofresidents and Providence supporters totoast to their beloved Capital C ity.

PVD Lady Project

Group seeks to connect, inspire, andshowcase women throughout Providence,and highlight the work they are doingthrough membership and events.

Greater City Providence

Resident group dedicated to the urbangrowth and success of the greaterProvidence region, promoting walkable,affordable and vibrant neighborhoodssupported by economic opportunity.

Providence Monthly Magazine

Free, lifetyle and community-basedmonthly publication that highlightsthe city of Providence and its events,restaurants, and merchants.


Initiatives within Rhode Island

Figure 9. Local competitive landscape. This gure lists campaigns withsimilar goals, local to the Providence area. Authors Image, 2014.


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Evaluating Reach

Demographic and geographic reach were bothvaried across the spectrum of organizations.

There was great opportunity to reach a broaderaudience within the greater Providence region,an underserved market based on competitors.


Figure 10. Evaluating reach. This 2x2 matrix evaluates local campaigns onthe axes of demographic and geographic reach. Authors Image, 2014.


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Initiation and Cost

It was interesting to note the costs andbackgrounds of each organization.

Some resident-initiated organizations whichstarted more grassroots had begun receivingfunding through local grants.


Figure 11. Initiation and cost. This 2x2 matrix evaluates local campaigns onthe axes of inititaion funding and cost of operation. Authors Image, 2014.


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Accessibililty and Presence

Many of the competitors struck a healthybalance between virtual and physical presence.Interesting to note how accessibility comparedper organization.

Some competitors were limited by serving nichemarkets, or not offering extensive programming.


Figure 12. Accessibility and presence. This 2x2 matrix evaluates localcampaigns on the axes of presence and accessibility. Authors Image, 2014.


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Mitigating Weaknessesand Threats

As evidenced by theorganizations researched,there were passionateresidents alreadyseeking community andpride within the City ofProvidence.

Looking ahead, relevantand frequent informationor programming wouldkeep our target audienceengaged and continuedrawing upon groups onthe periphery, thereforemitigating a stale andunderutilized service.


Strengths

Opportunities

Weaknesses

Threats

Small(ish) communities, relatively accessible by those whoare interested in accessing

Passionate staffs, volunteers, and supporters

Easy routes of publication / publicity

Strong web and social media presence

Providence as a (non-nancial) supporter of each

Innovation a key driver for each

Niche target audiences within an already small potentialpopulation pool

Potential for contrived or stale programming

Understaffed and potentially underfunded

Limited distribution

Enhanced connectivity of people within small city with1 degree of separation.

Organizations can move further faster in a small city, andthere are increased opportunities for the individuals within

National recognition and spotlight for efforts within PVD

Recognition and spotlight for any improvements to jobmarket and overall economy

Increase both virtual and physical presence

Increase events, outreach, and base

Lack of funding

Loss of interest (especially special-topic)Skeptics

Lack of awareness and promotion

Short-term planning / funding

Lack of momentum due to brain drain, transientpopulation (post college or rst professional engagement)

Figure 13. Landscape assessment SWOT analysis. An analysis of the strengths,weaknesses, opportunities, and threats of local campaigns. Authors Image, 2014.


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Pure Michigan

Advertising campaign, launched in 2006, bythe state of Michigan, aimed at increasingtravel and tourism for residents within andoutside of the state.

Growing Tourism Locally

Focused effort by Englands main t ourismagency to encourage and inspire moreUK residents to vacation within their owncountries.

#IHeartTally

Tallahassee-born campaign focused onhighlighting the favorite sights, activitiesand events within the city BY residentsand visitors (user-generated content).

#MakeItMontco

Similar to #IHeartTally, user-generated contentpopulates the virtual presence of MontgomeryCounty, PA, to better provide a voice for residentsand visitors alike.

There were analogous campaigns and efforts throughoutthe globe, and 4 were chosen to better understand howand why they were effective.

As these campaigns were not direct competitors to eachother, afnity diagrams helped to showcase their features

and differences.


Initiatives oustide Rhode Island

Figure 14. Non-local initiatives. An initial survey of non-local campaigns focusedon generating or increasing resident pride. Authors Image, 2014.


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Campaign Reach Target Audience Methods Presence Plan

Within and throughoutMichigan: current residentsand visitors

Outside of Michigan:potential tourists andvisitors

Outside of Michigan:throughout United Statesvia advertising.

Current Michiganresidents (families)

Tourists from other areasof the United States

Tourists / adventurersinterested in outdooractivities

Former Michiganresidents

TV commercials

Web commercials

Print advertisements

Signage

Website

Features on specic areas/ cities of interest

Virtual (through websiteand advertisements)

Physical (print)

Physical (signage)

Continue promotingMichigan throughadvertising

Continue supportingmission of MichiganEconomic DevelopmentCorporation


Figure 15. Afnitizing Pure Michigan campaign. This gure details some of theimportant facts and aspects of the campaign. Authors Image, 2014.


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Mainly Tallahassee area

Social media

Friends of residents andvisitors of the Tallahasseeregion

Current residents

Visitors to the Tallahassee

area

Younger families andprofessionals whoare engaged andexperienced users ofsocial media

User-generatedpopulation andrepresentation on social

media

Instagram

Facebook

Twitter

YouTube

Shared and distributeduser-generated images,videos, words, stories

Reminders throughphysical items

Virtual (All social mediaplatforms)

Virtual (Newsfeedsof friends, neighbors,relatives)

Virtual / Phyiscal(Newspaper articles /publications)

Physical (apparel)

Physical (coasters in bars)

Physical (cards in hotels)

Virtual (featured contenton Tallahassee visitorswebsite)

Continue to tellTallahassees storythrough the lens of

residents and visitors

Continue monitoringhashtag activity, andfeature specic content


Figure 16. Afnitizing #IHeartTally campaign. This gure details some of theimportant facts and aspects of the campaign. Authors Image, 2014.


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Mainly MontgomeryCounty, Pennsylvania area

Social media

Friends of residents andvisitors of the MontgomeryCounty area

Current residents whownat to showcase wherethe live, work, and play

Visitors to the area

Younger families andprofessionals whoare engaged andexperienced users ofsocial media

User-generatedpopulation andrepresentation on social

media

Instagram

Facebook

Twitter

YouTube

Shared and distributeduser-generated images,videos, words, stories

Reminders throughphysical items

Virtual (All social mediaplatforms)

Virtual (Newsfeedsof friends, neighbors,relatives)

Virtual / Phyiscal(Newspaper articles /publications)

Virtual (TV commerical)

Physical (Print and radioadvertising)

Continue to tell the storyof the region throughresidents and visitors

Work alongside theLet Freedom Reigncampaign launched bythe same organization,focused on showcasingthe regions rich history


Figure 17. Afnitizing #MAKEITMONTCO campaign. This gure details some ofthe important facts and aspects of the campaign. Authors Image, 2014.


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Growing Tourism Locally

UK residents - entire UK

Pre-families: youngprofessionals withdisposable incomes,

looking to vacation withinthe UK

Families: looking fornearby opportunities tovacation and get awayfor a bit

Empty nesters: thosewith disposable incomeand potentially more freetime to explore their UK

Digital and printadvetising through TheGuardian, targeted

toward pre-family

Digital and printadvetising through TheDaily Mail, targetedtoward families

Digital and printadvetising throughClassic FM and Gold FM,targeted toward empty-nesters

Campaigns focusedaround four key themes:Heritage, Culture, Coastand Countryside

Virtual (website)

Virtual (advertising)

Physical (advertising)

Physical (literature aroundcommon destinationsand themes)

Physical (advertising onlocal levels for speciclocations or activities)

Three year campaign

End date of March 2015

Funded by GovernmentsRegional Growth Fund

Delivered by VisitEngland

Increase growth invisitor spend, boostingeconomy with goal ofcreating over 9,100indirect tourism jobs


Figure 18. Afnitizing VisitEngland campaign. This gure details some of theimportant facts and aspects of the campaign. Authors Image, 2014.


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Evaluating Pride and Duration

Investigating the different initiatives and their plannedoutcomes allowed charting against two specic axes: changein resident pride, and longevity of initiative.

An interesting observation was that campaigns intended asshort-term initiatives often resulted in the highest levels ofincreased resident pride. In addition, campaigns that wereeasy to access by residents and tourists also resulted inincreased pride.

Positioning

Figure 19. Pride and duration. This 2x2 matrix evaluates all aforementioned campaignson the axes of initiative longevity and increase to pride. Authors Image, 2014.


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Positioning Summary

After evaluating the various initiatives, both local and non-local, some key ndingsbecame evident:

1. Grassroots efforts and user-generated content are essential components ofresident pride. Residents feel they can make a difference by participating.

2. The ability to share stories and engage with others enhances pride. There ispower in numbers and a shared experience.

3. Organizations with multi-faceted goals and initiatives have increasedopportunity for longevity (as a result of multiple access and touch points forresidents and visitors.)


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SPIRIT | PVD isFOR greater Providence-area residents WHO lack pride in their Capital City,and who desire to feel great about the city in which they choose to live, work, and play.

SPIRIT | PVD is an innovative, accessible, and approachable initiative designed to instillpride in Providence-area residents. IT DOES THIS BY targeting long-time residents andrecent transplants, and by engaging members of the community while showcasing all thatProvidence has to offer.

UNLIKE other efforts in this area (which are oriented toward niche populations or large tourismbureaus) SPIRIT | PVD reaches a broader protential audience through simple and effectivemarketing, user-generated artifacts, and relevant and meaningful content.

SPIRIT | PROVIDENCE Value Proposition

Onliness Statement

SPIRIT | PVD is the only collaborative initiative that re-instillscity spirit in long-time and new residents (in the greaterProvidence area) who suffer from diminished resident prideas the city slowly recovers from the recession.

WHAT: The only collaborative initiative

HOW: that re-instills city spirit

WHO: in long-time and new residents

WHERE: in the greater Providence area

WHY: who suffer from diminished resident pride

WHEN: as the city slowly recovers from the recession.


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RESEARCH PLANNING &SYNTHESIS

28Figure 20. Providence scene. A look to Providences East Side

neighborhood from downtown. Authors Image, 2014.


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Research Space

Figure 21. Research ecosystem map. This gure shows h ow varioussources t into the research landscape of this study. Authors Image, 2014.

A. Colella

J. Davis

Buhle (1987)

B. Daniels

Ryan (2000)

Cochran (2014)Dunnington (1990)

Nesi (2014)Olick (2014)

Lewison, Hawes (2012)Palma (2014)Pelletier (2014)

Deskins (2009)McCarthy (2012)

Seelye (2014)

Prilenska (2012)Smith, Ingram (2012)

Zavattaro (2010)

Observationswithin Providence

Anderson (2012)Grodach (2009)

Longworth (2012)Rohe (2009)

Ruble, Hanley (2004)Worth-Galvin (2013)

Williams (1995)

M. BirdJ. SalterS. Zurek

G. Victory

A. BhandariC. Warman


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Research Methodology

The methodology for this research was a contextual case study.

This was appropriate for several reasons. Resident pride is not somethingone can quickly engineer and implement. Understanding the targetaudiences better through meaningful qualitative research activities allowedme to expand my thinking beyond personal bias, and to seek relevantinsights and opportunities for the established targets.

In addition, this methodology allowed me to probe for things peopleseldom talk about: what makes them happy that they reside in Providence,and what could be done to make them even more satised with the placethey call home.

Research Activities

1. Comprehensive secondary research of the current impressions andstatistics for Providence

2. Comprehensive secondary research of similar existing initiatives in andoutside of Providence (reference pages 1426)

3. Semi-structured interviews with various research subjects throughoutthe city, conducted between September 26 and October 13, 2014:

state planner

government worker, focused on nancial outlook and stability regional tourism professional community advocate architect long-time residents recent transplants

4. Geographic mapping exercise with research subjects

5. Formal and informal observations throughout the city, including:

WaterFire Providence (October 11) West Broadway Neighborhood Assoc. Historic House Tour (October 4) Hope Street Farmers Market (October 4)


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How can innovative design thinkingand methods drive increased residentpride and quality of life for bothlong-time and rst-time residents ofProvidence, Rhode Island?

Main Research Question: Sub Research Questions:

1. Toward which areas of Providence can we effectively target our initiative?2. What currently generates resident pride?

3. Where, when, and why is pride most evident in Greater Providence?

4. What are current Providence residents still looking for and needing?

What would making living and working in Providence better for them? Did they move to Providence in search of something?

5. Who can we most positively affect through this study and project?

6. How engaged is the current Providence residential population?

How does this engagement change per neighborhood? If there is a lack of engagement, is there a clear barrier?

7. To what capacity can we inuence Providences nancial stability and business community?

With regards to Providences nancial stability, about what are residents most interested or concerned? What are the current barriers to an increased economy?

8. What will Providence gain from increased resident pride?

9. What similar initiatives are already taking place within and outside of Providence?

Are there examples and associated learnings to leverage? If so, how and why are they successful or unsuccessful?

10. Can we draw from the thousands of unique visitors to Providence to help fuel innovation?

How are visitors engaging with Providence?


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Data Collection Methods

RESEARCH SUBJECTS (Who was involved?)

Research subjects included a representative cross-section of the Providencepopulation, acting either on their own behalf or as advocates for others.

Subjects included government workers (specically concerned with Statenances, the business community, and State planning), an architect (withlong-term personal and professional experience in Providence), a communityadvocate (specically focused on some of Providences most vulnerablepopulations), a regional tourism ofcial, long-time city residents, and recent/semi-recent transplants.

DATA COLLECTION METHODS (How were data collected?)

Qualitative data were collected via open-ended questions in semi-structured interviews designed to elicit insights about existing residentpride and satisfaction. Questions were also designed to generate a betterunderstanding of the Citys current standing on a national scale (economy,tourism, and outlook).

Qualitative data were also collected via researcher observations at Cityevents, so as to obtain a better understanding of neighborhoods andassociated resident populations.

Finally, quantitative data were collected via a geographic mapping exercise,designed to produce a better understanding of how current residentsnavigate and explore their city.

PROCESSING OF DATA

Data were collected through various means, including note-taking, sketching, audiorecording, and photographic recording. The data were then processed throughseveral mapping exercises in conjunction with an evolution of the project workingwall, including afnitizing of themes and direct quotations from participants.

ANALYSIS OF DATA

Analysis of data was conducted by combining results from primary and secondaryresearch in an effort to establish patterns, and by triangulating sources andinformation. Visual modeling presented information objectively so that trends couldbe recognized, which then led to insights.

Finally, insights were explored in relation to each other to form a visual map of theassociated understandings and opportunities.


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Research SynthesisOverview

MAKING SENSE OF THE DATA

Synthesis took place quickly but steadily as patterns began toemerge from the data gathered through contextual research.

Within the following pages, various synthesis modelingactivities conducted between October 6 and October 10, 2014are presented, with special notes of interest highlighted.

Unique discussionguides

Hours observationin Providence

Distinct locations forformal observation

Semi-structuredinterviews

Unique insight models

Distinct locations forinformal observation

5

10+

3

9

9+

5+

Figure 22. Contextual research overview. This gure gives contextand scale to the research effort. Authors Image, 2014.


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Research SynthesisResearch subject geography mapping

Research Subject A :Architect / Long-timePVD resident

Research Subject F :Recent transplant

Research Subject E :Government employee /Long-time PVD resident

Research Subject B :Tourism specialist /Long-time RI resident

Personal Engagement(Live / Play)

Professional Engagement(Work / Work Reach)

Research Subject G :State planner / Semi-recent transplant

Research Subject C :Community advocate /Semi-recent transplant

Research Subject H :Semi-recent transplant

Research Subject D :Recent transplant

Research Subject I :Long-time PVD resident

The City of Providence iscomprised of 25 distinctneighborhoods. Through semi-

structured interviews and dialogue,combined with subjects personalinput, their engagement with thecity was visually mapped.

This mapping allowed for a betterunderstanding of where subjectsprimarily engaged with t heir city,split by personal and professionalengagement.

Additional take-away: Residentswere exploring many corners andneighborhoods within Providence,not just the ones in which theylived or worked.

Figure 23. Research subject mapping results. These maps visualize where researchsubjects spend the majority of their t ime within Providence. Authors Image, 2014.


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Research SynthesisThemes of current PVD pride

Through semi-structured interviews, research subjects spoke freely about when andwhy they felt most proud to live and/or work in Providence.

After reviewing the transcripts, themes and patterns began to emerge. The wordcloud below illustrates the prevalance of ideas discussed by research subjects.Through it, sub-themes emerged and the learnings of this were folded into thecreation of insights and opportunities.

Figure 24. Aggregate theme and word cloud. This gure showcases common words andthemes from semi-structured interviews with research subjects. Authors Image, 2014.


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Research SynthesisAfnitizing Themes: Excerpts

Honestly, theres nother place

that offers this amount ofoutdoor and recreation activitiesin such proximity. - Annie C.

History is alive here - Matthew B.

PEOPLE

MENTALITY

AMENITIES

NEGATIVITY

ACCESS

SERVICES / SCHOOLS

ARCHITECTURE

AFFORDABILITY & TAXES

HISTORY GEOGRAPHY Themes of currentresident pride

Themes of current residentpain points / why pridemay be lacking

I love that people want to ghtfor the city. I feel like part of acommunity, a neighborhood. Inever had that in DC. - Brian D.

I love the incrediblefood and foodieculture in Providence.- Greg V.

There really is a bit of everything:ocean, woods, city...

I like my life here so much...Providence continues to bethe thriving, exciting urbancenter it is. - Jeff D.

I nd that people here are quirky,and committed to the city and tothe state of Rhode Island. Theywant to be here! - Greg V.

Providence is soclose to Boston andNYC, and also closeto high qualitybeaches - Brian D.

I think whats most fascinating isProvidences clarity of history. Itsarchitecture is orchestrated throughhistorical development. - Matthew B.

I think for me, its the Ocean andaccess to the beaches.... I forgot howmuch I enjoy it. - Greg V.

Providence takes pride in itsevents and architecture. -Jessica S.

People are vaguely aware ofRIs history, but dont trulyabsorb it until after a tour. -Annie C.

Only city Ive everbeen to that truly hasa sense of season. -Matthew B.

Friends I know from out of stateare better Rhode Islanders thanmany Providence residents. -Annie C.

One thing I nd so frustrating...whenever Providence is ranked

top ten, or top 3, in a poll: thereaction where people complain(ie, you dont know what itsreally like here) as opposed todefend their city. - Jeff D.

Right now, your [Providence] zip codereally does determine your fate in life. Iwant to see opportunity for everyone tobe equally successful. - Jeff D.

Providence and Rhode Islandneed better schools. As Ithink about having children, Iexpensive private schools

wont be an option, and Iwould prefer public schoolsanyway. But I cant live inProvidence if I want my kidsto go to good publicschools. - Jessica S. Providence needs more

affordable housing. Its adomino effect: if you cantnd housing, the rest doesntreally matter. - Jessica S.

[Providence]s challenges arelargely in cost of living, bothtaxes and utilities. Theproperty tax burden needs to

lower, but not at the sacriceof services. - Brian D.

[Residents] have blinders view asto all the good there is. I wonder, isit a lack of exposure? - Jessica S.

Providence residents areoften the rst to make funof themselves. - Jeff D.

Key FindingsThere were many shared sentimentsfrom research subjects, irrespectiveof where they lived in the city or whattype of job they had.

Figure 25. Afnitizing themes. Quotes from research subjects are displayed in correlation to th eirassociated theme, as showcased in Figure 24: Aggregate them and word cloud. Authors Image, 2014.


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PEOPLE

MENTALITY

AMENITIES

NEGATIVITY

ACCESS

SERVICES / SCHOOLS

ARCHITECTURE

AFFORDABILITY & TAXES

HISTORY GEOGRAPHY Themes of currentresident pride

Themes of current residentpain points / why pridemay be lacking

Quirky

SmartCommitted to PVD

Friendly

Truly diverse

Open-minded / liberal

Follow-through

Accessible

History of tolerance

Independent

Individual opportunity

Sense of community

Sense of neighborhood

Food

Thriving arts scene

Culture

Diverse groups / cultures

Metro center with reach

Higher education

Walkable

Safe

High quality of life

Individual opportunity

Connectivity

Easy access to BOS + NYCWoods, Farms, Ocean

Greater New England

World-class beaches

Rail, bus, plane

Arts and culture

People

Government

History

Urban / rural divide

Mountains to the North

Outdoor and rec. activites

Clarity of history through itWorld-class structures

Colonial and Victorian

McKim, Mead and White

Nearby Newport, RI

Old buildings celebrated

Lack of new (good)

Preservation efforts

Preservation awareness

Distinct neighborhoods

Investment

Sense of place

Foundings - independenceArchitecture

Important US gures

Gilded age

Working waterfront

Trade Industry

Recent history

Orchestrated

Renewed interest

Pride in events

Pride in heritage

Pride in tradition

RIers never leave

Lack of awareness

Lack of exposure

Its not that great

Blinders view

Corrupt city / politicians

Last to defend ourselves

Mock city rankings

Easier to be negative thanexpect / work for positive

Need more people

PVD residents dont believeits something specialNegativity regardingexisting events

Same old politics

Lack of seeing new

Poor schools bycomparison to MA / CT

Small state, large burden

PVD schools worst in RI

Expensive private schools

Zip code = fate

Underutilized services

Though lower cost of living than MA and CT, still high

Above national average

Property taxes some of the steepest in the nation

Shrinking population = increased tax burden

Businesses can help shrink tax burden

PVD suffers from MA being so close (relocation)

Narragansett Bay

Sense of seasons

As affects history

Access to other cities

Relation to nature

Access to ocean

Climate

Research SynthesisAfnitizing Themes

Key FindingsThere was a large focus on Providenceresidents assumed views of their city,often rooted in negativity and / orinsecurity.

Figure 26. Afnitizing themes (continued). Large themes are broken down into smallerthemes made evident through the contextual research study. Authors Image, 2014.


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Research SynthesisObservation Analysis

Formal and informal observations throughout the cityoffered additional fodder for insight creation.

Events in different parts of the city were evaluated for abetter understanding of neighborhoods and their residents.

WaterFire Providence 10.11.2014Key take-aways:

1. Draw was much larger than Providence residents2. Enivornment designed to encourage lingering3. Services/amenities continued to increase (food, entertainment)4. Partnerships with local businesses and non-prots5. City fully-committed to supporting the event6. Photogenic7. Photographs / status updates became status symbols8. Seemingly avoided by College Hill residents9. Drew on history, architecture, arts scene, and waterfront

Hope Street Farmers Market 10.04.2014Key take-aways:

1. Residents took great pride in knowing/purchasing food andgoods grown and created in the greater Providence area

2. Regularity made the market a neighborhood staple3. People spent extra time in the market/park

4. Served greater Providence, not just Blackstone neighborhood5. Successful as a ritual for residents6. Size of Providence allowed for regular customers / relationships7. Vendors partnered up for unique offerings

WBNA Historic House Tour 10.04.2014Key take-aways:

1. Residents were interested in knowing moreabout their neighborhoods

2. Unmet interest in local history and architecture3. Pride from knowing stories of buildings4. Pride in having neighborhood host event5. Community-building / relationship-building6. Residents surprised by new information7. Local focus, at the neighborhood level8. Showcased revitalized section of the city9. Drew upon younger residential population10. Slightly gritty = cool factor

Figure 27. Observation overview. This gure details the studys contextualobservations and highlights the key ndings from each. Authors Image, 2014.


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Persona 1: Jim Kelly (long-time Providence resident)

At a Glance:37 years old

Married with two young children

Works at a small tech-focusedengineering rm

Moved to Providence 12 years agoto be closer to his wifes family

Originally from the midwest

Owns a single-family house in theElmhurst neighborhood

Enjoys walking in the neighborhoodwith his wife and kids

Narrative:

Dedicated father and husband, Jim is a naysayer when it comesto the city he lives in. Despite the hype Providence receives fromnational rankings and reports, Jim is not quick to defend it. Heoften tells friends about the citys high unemployment rate, thestruggling economy, the terrible drivers, and bad schools.

Growing up in the midwest, Jim appreciates some of the naturalbeauty of historic Providence and its proximity to the Ocean. Thatsaid, he often forgets to take advantage of city offerings as he isso consumed by family and work.

Jim considers himself to be a long-time Providence resident,and now refers to himself and his wife as lifers. Aside from family

and colleagues, however, Jim assumes an extended network orcommunity will not exist for him in Providence.

Needs:

Condence in his current location, forhis family and for his career

Reminders of what the area offers himand his family

Greater sense of community, andfeeling of city investment in his family

Pain Points:

High tax burden for seemingly lowservices

Not meeting people outside of hiswork and childrens schools

Traveling into downtown with family

Breaking away from family and workobligations

Perceptions:

Providence is not progressingHe lives in Providence purely becausehis wife decided to move home (to thearea in which she grew up)

Though his family has seen personalgrowth in the past twelve years, the cityhas not

There are not a lot of job opportunitiesfor him in the Providence area.

Figure 28. Jim Kelly. Picture representingpersona 1. Authors image, 2014.

Figure 29. Persona 1 (Jim Kelly). This describes user persona 1, a long-time residentof Providence who lives in the Elmhurst neighborhood. Authors Image, 2014.


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Persona 2: Paula Cook (long-time Providence resident)


Married, with older children

Middle school teacher inneighboring town

Grew up in the Hope neighborhoodof Providence, inherited herchildhood home

Pursued both her undergraduateand graduate degrees within theState of Rhode Island

Contemplating retirement

Encourages her kids to settle inthe Boston area, where the jobprospects are better

Narrative:

Paula grew up in Providence and has bitersweet feelings aboutliving in the city. The thriving, manufacturing center of Providenceshe remembers as a child seems to have disappeared, and thedark days of corrupt politicians and a slumping economy seemto be ever-present in her mind as she ages. She decided to stayin Providence after taking care of her sick mother, and eventuallyinherited her mothers house in the Hope neighborhood.

Though Paula wishes to once again see a thriving Providence,it seems the crime in her neighborhood has her doubting it willhappen. Events happen throughout the city, but Paula does notattend, assuming they are merely repeats of previous events.In her mind, she will not see anything new in Providence after

spending over ve decades of her life in the city.

Needs:

Condence in her current location, forher family and for her career

Reminders of all the city offers her andher family

Greater sense of community

A new lens for viewing Providence

Proximity to family and friends

Pain Points:

High tax burden for seemingly lowservices

Thinking that her children cannot returnto Providence as she had done

Working with Greater Providencesyouth on a daily basis and not thinkingpositively about its future

Lack of energy after a long day at work

Perceptions:

Providence is not a great place forher children to relocate to due to theeconomy

Corrupt politics will never go away(theyre status quo)

Shes staying in Providence becausetheres nowhere else to go

Beaches are nice, but such a hassle toget to during peak season

Figure 30. Paula Cook. Picture representing persona 2. Brooks, 2008. Retrieved fromwww.facebook.com/cabrooks46?fref=ts&ref=br_tf. Reprinted with permission.

Figure 31. Persona 2 (Paula Cook). This describes user persona 2, a long-time residentof Providence who lives in the Hope neighborhood. Authors Image, 2014.


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Persona 3: Sophia Manrique (recent transplant)


Single with no children

Works in marketing at a start-up

Moved to Providence six monthsago to pursue the job opportunity

Has lived in many states, and mostrecently nished up her advanceddegree in New York City

Rents a single bedroom apartmentin Providences trendy West End

Moved to Providence only knowingone person (through another friend)

Recently adopted a dog, for thecompany and walking companion

Narrative:

Sophia recently moved to Providence to pursue a job opportunity.With the nation still recovering from recession, Sophia worriedabout landing a job that would not only be interesting to her, butalso utilize her formal education and training.

Excited to move to the city, Sophia was a bit apprehensive aboutmoving to a smaller urban area than she was used to. While sheappreciates the scenic attributes of Providence, she nds herselftaking the train back to NYC to see friends often.

The recent addition of a dog to her household has gotten herto stay in town a bit more on the weekends, but she is afraid ofbecoming lonely in Providence.

Sophia also wonders what to answer when her friends ask herwhat living in Providence is like. Although she has enjoyeddiscovering its many pockets, she cant help thinking that herfriends pity her for not being in NYC or Boston.

Needs:

Condence in her current location, forherself and for her career

Knowledge of the city, exposure to itsmany hidden gems and its history

Greater sense of community anda network of like-minded youngprofessionals

An evident thriving downtown

Pain Points:

Not having other people to explore thecity with

Feeling like an outsider in a small,already established community

Battling the insecurity of not being in alarger city

Perceptions:

Providence is beautiful and lled withsmart, quirky people (one of whom sheyet knows)

Pleasantly surprised by the food andarts scene in Providence

Sophia feels like shes not meant to likethe city (and that others are judging herdecision to live in it)

Figure 32. Sophia Manrique. Picture representing persona 3. Warman, 2014. Retrievedfrom www.facebook.com/cynthia.warman?fref=ts. Reprinted with permission.

Figure 33. Persona 3 (Sophia Manrique). This describes user persona 3, a recenttransplant to Providence who lives in the West End. Authors Image, 2014.


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Key Insights

Analysis and synthesis of data resulted in severalkey insights to help guide opportunity-mapping

and project development

INSIGHT 1Long-time resident does notmean lifer

Going into the study, I assumed the term

long-time Providence resident wouldonly apply to those residents who grewup in and around Providence. Throughresearch, it was evident that long-time

just meant long enough for the novelty ofProvidence to have worn off.

INSIGHT 5Residents experience pridewhen showcasing city elements

Pride was sometimes acquired byresidents showing others the thingsthey appreciated and noticed aboutProvidence.

INSIGHT 2Providence often looks betterthrough the eyes of visitors

Multiple times, the study pointed to the

fact that visitors and out-of-state gueststended to visibly enjoy Providence morethan the citys own residents.

INSIGHT 6Many residents are seeking anexpanded sense of community

The smallness of the city and itspopulation was often seen as a limitingfactor for networking and community,therefore becoming a self-fulllingprophecy.

INSIGHT 3Providence residents often takewhat they have for granted

Long-time residents often forgot the

things that make Providence unique.Regularity of events and amenitiessometimes created a loss of interest ornotice in residents.

INSIGHT 7Providence continues to rankhigh nationally, but sometimesgoes unnoticed locally

While the national spotlight consistentlyshone on Providence for its many positiveattributes, thoughts of the economy andrecession lingered locally.

INSIGHT 4Things that bring residents prideare often hard to visualize

Emotion and perception played a large

part in the satisfaction of residents, butthese things were often hard to visualizeand share.

INSIGHT 8Providence offers sense ofownership for residents

Scale and accessibility made Providencean ideal city for residents (new and old)to get connected and engaged.


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Long-time residents New transplants

Semi-recent transplants

Providence

High national rankings, including bestCity to Live In, 2014 (Travel and Leisure)

Easily accessible and walkable, charmand opportunities in geographic scale

Easy access to surrounding areas andamenities (ocean, farms, woods, etc.)

Frequent national spotlight

Current state of economy and tax burden

Taking amenities for granted

Negativity based on previous issues

Group often last to defend Providence

Easy access to Boston, NYC, Cape Cod,Canada, greater New England

Historic New England charm, architectureand preservation

Transplants see Providence through neweyes, often with the help of others

User-generated content displayingamenities, unique characteristics

Access to culture, diversity, food,unique neighborhoods

Opportunities for personal growth,community involvement

Ability to compare other experienceswith current state in Providence.

Rich and living history, evidentand inherent

Lack of exposure

Lack of fresh eyes

Concern for career opportunities

Not being exposed to Greater Providence

Area school performance

Affordability and general cost of living

Opportunity to tap into inherent knowledgebase, established communities

Research Findings at a Glance Generators of resident pride Potential barriers to resident pride

Figure 36. Research ndings map. This gure shows high-level contributors and detractors of residentpride as discovered through research, and organizes them by resident type. Authors Image, 2014.


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DESIGN OPPORTUNITIES &CRITERIA

45Figure 37. College Hill View. A vantage of various buildings owned by Brown University, with the

Perry and Marty Granoff Center for the Creative Arts in the foreground. Authors Image, 2014.


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Opportunities for Design

Long-time resident does not alwaysmean lifer, and often includestransplants

Providence often looks betterthrough the eyes of visitors

Providence residents often take

what they have for granted

Things that bring residents prideare often hard to visualize

Residents experience pride whenshowing others the positiveelements of their city

Many residents seek an expandedsense of community

Providence continues to rank highnationally, but sometimes goesunnoticed locally

Providence can offer a sense ofownership to residents due to scale

...engage a larger target audience than originallyanticipated, and capitalize on this increased audience?

...create a fresh eyes view of Providence for both long-time and new residents of the city?

...remind residents of the things that make Providence a

unique and incredible city?

...start to visualize and quantify the intangibles which oftenbring residents pride in Providence?

...create more opportunities (distinct and subtle) forresidents to showcase their city to others?

...draw upon the unique residents of Providence to helpestablish expanded or new communities based on mutualinterests and a passion for the city?

...raise the local perception of Providence so that it is morein line with the perception of visitors, tourists, nationalpublications, etc.?

...leverage the scale of the city to create more ownershipand pride in Providence residents?

...to capitalize on the amount of residents who t this prole,and to use this to help propel project momentum.

...to have residents gain pride simply by showing them theirsurroundings in a new way (even in ways outsiders see them).

...to increase resident pride simply by reminding residents of

the unique and favorable things Providence offers.

...to visualize the intangible things which often bringresidents pride so that we can build upon them?

...to let residents spread city pride to those around them.

...to provide expanded community opportunities forresidents, whether they be physical or virtual, centeredaround living in Providence.

...for residents to see their city with the same respect thatoutsiders do, and to have them believe they live in a uniqueand positive place.

...to leverage the city scale to have residents take largercontrol of their citys destiny.

INSIGHTS HOW MIGHT WE... THERE IS AN OPPORTUNITY...

Prioritized opportunities


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Design Criteria

IN ORDER FOR THIS PROJECT TO BE CONSIDERED SUCCESSFUL:

Target audience residents will look at the city through new lenses whichare easily accessible on both the emotional and physical levels.

Communities may be created, strengthened, and fostered through sharedcommunity touch points.

User-generated content will bring residents closer to their city, and allowthem to interface with others within their community.

Interest in Providence from outside of the city will be increased by thecreation of access points throughout the city.

Chosen concept(s) will increase locals awareness of the amenities andpositive attributes Providence possesses through offering new lenses withwhich to view the city.

Increased resident pride will affect the greater economic climate by

encouraging residents to continue living in Providence, while encouragingbusinesses to continue investing and building within the city limits.

Figure 38. Downtown Providence buildings. Looking upward at downtown Providencebuildings, with the historic Turks Head Building in the foreground. Authors Image, 2014.


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Project Reframe

SUMMARY

I reframed the project to effectively solve to the opportunitiespresented from my research.

Through my research, it emerged that Providence possessedmany assets in which residents take pride. It also became evidentthat long-time and new residents needed new, focused lenseswith which to view their city so that its positive attributes couldbe highlighted. Finally, it was evident that residents desired anexpanded sense of community.

These three things together led me to investigate ways in whichresidents could see their city through new lenses, with freshperspectives. Furthermore, they allowed me to realize that thiscould and should be accomplished on multiple levels and scales.Solutions would center around providing this new perspective atpersonal, neighborhood, and City levels.

Figure 39. Downtown sunset. Sunset in Providence, as captured lookingNorth alongside the Providence River. Authors Image, 2011.


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PROTOTYPE DEVELOMPENT& TESTING

49Figure 40. Brick pattern. Sidewalk detail near South Main

Street in downtown Providence. Authors Image, 2014.


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Prototype Ideas & theConcept DevelopmentProcess

FROM OPPORTUNITY TOPOTENTIAL SOLUTIONS

After closely evaluating key insights andopportunities, I narrowed my focus and began togenerate ideas. I wanted concepts to revolve around

the high-level concept areas of engaging residentson a personal, neighborhood, and/or City level.

I found that by going through an early ideageneration phase that was not too constrained bythe high-level concept areas, I was able to go muchfurther, much faster.

Concepts were then ltered, evaluated, and rened.Initial prototypes were tested with research subjects,and a nal direction was chosen.

Key Opportunity

High-Level Concept Areas

High-Level Prototype Ideas

Exploration ofDiverse Concepts

Prototype Testing,Concept Renement

Chosen ConceptPrototypes

There is an opportunity to increasepride for long-term Providence

residents by letting them view theircity through new lenses.

1 2

Engage Residents onPersonal Level

Engage residents onNeighborhood Level

Engage residents onCity-wide Level

Final, Chosen Concept

1.JOURNALING ANDSELF-REFLECTION

2.COMMUNITY-BUILDING

BASED ON PHYSICALENVIRONMENT

3.INTERACTION WITH

BUILT INSTALLATIONSAND/OR SYSTEMS

Figure 41. Concept develoment process. This gure represents theauthors concept develompent process. Authors Image, 2014.


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Concept Exploration (2 of 6)

PROS

Reminds residents of the historyand interesting facts thatsurround them, physically

Operates at both a city andneighborhood level

Rotates to offer moreinformation per year

Offers ability to highlightthings, both small and large

PROS

Constant positive inuenceIndividuals versed in history,culture, economics, and more

Works within degrees ofseparation in an already smallcity (both geographically andpopulation-wise)

CONS

Potentially high capital costPotential maintenance issues

May require permission and landuse, both public and private

May be ignored

May be too small to be noticedby those from outside the citylimits

CONS

Requires dedicated volunteersHard to track success

Relies on individuals withindifferent communities to engagethose around them

OF INTEREST

Opportunity to engage with bothlocal artists and manufacturers

Can represent facts small andlarge, and can be co-brandedalongside regional events,business initiatives, and more

Can become part of themany walking tours alreadyhappening within Providencesneighborhoods

OF INTEREST

Offers the opportunity toincrease resident pride withinmany sub-communities

Trust is found in loved ones andfriends

Brand ambassadors could beused to attract new talent tolocal businesses

Opportunity to incentivizevolunteers, engage them furtherinto Providence

Personal PersonalNeighbor-hood

Neighbor-hood

City-wide City-wide

Figure 43. Exploration of Concepts (3 & 4). This gure shows two diverse concepts, and appliesevaluation to each by noting their pros, cons, and features of interest. Authors Image, 2014.


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PROS

Fun and interactiveAccessible to all personas

Increases pride around specicobjects and events

Is not overbearing in messaging

Extremely low capital investment

Highlights long-time residentssurroundings in new ways

PROS

Highly accessibleSuggestions generated bymultiple sources, includingaggregated data from otherusers, the news, the weather,and more

Mobile platform = potentiallylow capital investment

Mobile platform = easy updates

CONS

May be a short-lived initiativeResidents may only engage once

Minimal opportunities for user-generated content

May be hard to engagecommunity outside of city limits

CONS

Relies on users frequentlyaccessing mobile platform

Relies on user-generatedcontent, almost exclusively

Requires constantlyupdated information fromorganizations (regardingevents, schedules, etc.)

OF INTEREST

Novel model, easily adaptablefor other locations

Scavenger hunts could be run forboth groups or individuals

May be interesting to sub-dividescavenger hunts by modesof transportation (pedestrian,bicycle, car, public transit)

OF INTEREST

Mobile platform may offeropportunities for additionalfunding, through advertising

Mobile platform allows virtuallinks so that users can easilyexplore more things


Neighbor-hood

City-wide City-wide



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PROS

Provides a glimpse ofProvidence-specic statistics, butin comparison to other areas

Gives Providence residentscontext to the news and statisticsthey hear and dwell upon

Highlights Providences successin areas, and showcases areas forimprovement

PROS

Provides fresh eyes views forboth target users, long-timeresidents and recent transplants

Encourages both user groupsto explore the area aroundthem, and to share commonsuccesses

Encourages actual informationexchange about the city

Encourages communicationabout citys assets

CONS

Statistics will not always favorProvidence, thus resulting infurther diminished resident pride

This initiative is most successfulwhen spread throughout allchannels of data exchange(public and private)

With borders so close, this couldactually encourage residents tomove out of Providence and intonearby suburbs or Massachusetts

CONS

Requires a dedicated partnershipRequires critical thinking as tohow pairs are assigned

Many variables could meanhigher likelihood of negativeexperiences

OF INTEREST

Transparency in government hasworked extremely well, and thismay offer an additional layerof transparency by providingresidents with more informationabout their city

Seeing the misfortune or demiseof other locations often increasesthe sense of pride locally

Balance of this information andpotential elitism.

OF INTEREST

Most research subjectsmentioned they were mostproud of Providence whenshowing it to recent transplantsor to visitors

Similarly, most new transplantresearch subjects mentionedthey gained pride in their city bybeing shown the city by others

Many mentor/menteerelationships set up like thisacross universities


Neighbor-hood

City-wide City-wide



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PROS

Builds off success of StoryCorpand other similar initiatives

Individuals nish with somethingthat is a reection of themselves

Providence becomes the gluethat holds the story together

Activities encourage exploration

Appropriate for multiple ages

Accessible, various platforms

PROS

Accessible and quicklycommunicates why employeesare working in a great city

Builds trust and relationshipbetween employer andemployee

Easy distribution

Businesses often supportinitiatives which help validatetheir presence in Providence

CONS

Requires dedication andpersistance

Unclear the effect on theeconomic and businesscommunity

Could be seen as too self-centered of an initiative

Privacy concerns over sharing

CONS

Potential to come off assponsored by the city

May be a limited amounts ofdata to pull from, creating alimited engagement longevity

Variable individual corporationpolicies

OF INTEREST

Aggregating of data couldresult in suggestions for smallcommunities

Opportunity to connect peopleand places which wouldotherwise never be connected

References a City PrideProject Initiative by the City ofProvidence in the 1970s

OF INTEREST

To my understanding, truly novelinformation delivery method

Might be of interest to see howresidents reply to their employermaking a statement aboutresiding and working in the city


Neighbor-hood

City-wide City-wide



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PROS

Possibility to work acrossmultiple channels

Very clearly showcases thedifference in how things arecommunicated and interpreted

Provides information aboutgeographic location that isinteresting, relevant, andmeaningful to users

Gets rid of impersonaldirections and way-nding

PROS

Forces long-time residents toview the city in a way that issimilar to how tourists do

Activities encourage interactionwith the city and its amenities

Accessible for all ages

Can be executed as an activityfor both individuals and groups

CONS

To be most successful, requiresoperation across multiplechannels

Rapidly evolving surroundingsmay require constant editing

CONS

Capital cost investmentRequires dedication and timefrom long-time residents

Requires a willing audience,which potentially does notcapture all personas

OF INTEREST

Offers a promise beforeoffering any benet

Essentially offers a view ofProvidence through rose-colored glasses

OF INTEREST

This might be an interestingsocial experiment, rather than afull-edged campaign

The display and sharing of resultscould take on multiple forms,including installations and galleryexhibits


Neighbor-hood

City-wide City-wide



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Chosen Concept Development

Evaluating my concept exploration resultedin two concepts for initial prototyping.

CONCEPT 1Reections on Providence

Real-time and reective journaling anddocumentation culminate to showcaseresidents views on areas of the city andthe citys performance through their eyes.

Sharing their perspectives with othersoffers a new view for both partiesinvolved, and sparks a conversation.

CONCEPT 2Windows to Providence

Viewing the city through prescribedlenses offers residents the ability to focuson features, stories, and elements.

Windows are positioned with care andrationale, and supplemental informationhelps viewers understand all they areviewing through the windows.

Figure 48. Preliminary chosen concepts. This gure shows the two concepts chosen to go into prototype andevaluation, and offers a look at the original concepts that contributed to their creation. Authors Image, 2014.


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Real-time and reective journaling anddocumentation culminate to showcaseresidents views on areas of the city andthe citys performance through their eyes.

Sharing their perspectives with othersoffers a new view for both partiesinvolved, and sparks a conversation.

Diverse group of Providence residents, including long-time, semi-recent transplants, and new t ransplantswork to visualize their interpretation of city elements.

They focus on key geographic areas of the city,prescribed by the facilitator.

Following this activity, they go through various imageswhich showcase elements of Providence, includinglandmarks, neighborhoods, notable individuals, events,and more.

Residents are asked to free associate the rst three tove things that come to mind with each picture.

Diverse group of residents then share both theirimages of Providence, and their association to featureswithin the city.

By sharing their reections on Providence,conversations can begin about various connotations,similarities, differences.

Those with negative connotations to an element orarea of the city may be met with someone who has apositive connotation to the same element or area.

This activity can also be done individually in real-time,with residents coming together (either physically orvirtually) at a later date to compare.

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Chosen Concept DevelopmentConcept 1: A Facilitated Workshop

Personal Neighbor-hood

City-wide

Figure 49. Concept 1: Reections on Providence. This gure visualizes howConcept 1 would work in prototype form. Authors Image, 2014.


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Long-time resident

Semi-recenttransplant

Semi-recent transplant,community advocate

Long-time resident,architect and planner

Recent transplant

Semi-recent transplant

Semi-recenttransplant

Concept Testing with Target AudienceConcept 1

Concept Testing took place on Saturday, October 25, 2014. Seven residents didreective activities together, then shared their results and experiences.

Figure 50. Concept 1 prototype testing. This gure shows researchsubject testing of Concept 1s prototype. Authors Image, 2014.


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Viewing the city through prescribedlenses offers residents the ability to focuson features, stories, and elements.

Windows are positioned with care andrationale, and supplemental informationhelps viewers understand all they areviewing through the windows.

Resident (long-time, semi-recent transplant, recenttransplant) or visitor notices window(s) within the cityof Providence

User approaches the window and immediatelysituates themselves to observe the view

User is met with information about the view.Information may include historical context, businesscontext, cultural relevance, and more

User is given information for follow-up activities, suchas learning more about buildings, businesses, ororganizations

User is also given the location of other windowsthroughout the city, thanks to an included map

User shares their experience with others, thuspromoting and advertising the windows

Opportunity for self-guided Providence tours (for boththe local and the visitor) via mapping the windows

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Chosen Concept DevelopmentConcept 2: A Site-Specic Installation

Personal Neighbor-hood

City-wide

Figure 51. Concept 2: Windows to Providence. This gure visualizes howConcept 2 would work in prototype form. Authors Image, 2014.


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Concept Testing with Target AudienceConcept 2

Concept Testing took place between 12:00pm and 8:30pm on Monday, October27, 2014. Four residents experienced this prototype in context.

Figure 52. Concept 2 prototype testing. This gure shows researchsubject testing of Concept 2s prototype. Authors Image, 2014.


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Concept Testing with Target AudienceOverheard



I like writing about the images more thandrawing images myself. Thats too hard.

Its so cool to see the city framed this way. Iwould have never stopped here otherwise.

Can I take these images with me? I love beingreminded of the good things about our city.

Have you thought about how people willapproach the frame?

Sharing our diverse impressions of the city

was my favorite part.

This is a lot of text. Im not sure I would read

it all. But I know I would look at the view.

I like being reminded of my own personalexperiences with regard to each of these.

I could see these all over the city. Kind of likea destination.

I like learning about how other people seethe city.

I wonder how other people see the citythrough this. Would be cool to know.

Even my kids could have fun with this. I like how its no t too obtru sive. I like thescale and that its white.

I feel like, even thinking about Providenceand doing this activity, Im part of its future.

Oh! Do you think they could be custom, perneighborhood? Made by locals?

Figure 53. Prototype testing feedback. This gure captures direct quotesfrom research subjects who tested t he prototypes. Authors Image, 2014.


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Concept Testing Findings



FINDINGS BASED ON TESTING BOTH PROTOTYPESWITH TARGET AUDIENCES, IN CONTEXT:

Residents enjoyed seeing themselves within the city, whether this wasaccomplished physically or emotionally.

Residents enjoyed sharing their experiences in Providence with others,but didnt necessarily have the time or energy to constantly journal.

Residents liked being directed, but only to a certain extent.

Satisfaction came with discovery (of new places, facts, neighbors,friends, etc).

While Concept 1 worked well to connect individuals, it was notcompletely successful at making a city-wide impact. Conversely,while Concept 2 made a large neighborhood and city-wide impact, it

seemed a bit impersonal.

Residents enjoyed creating their own content with relation toProvidence, so long as it was convenient and not too time-consumingto do so.

Both prototypes were accepted and valued by long-time residents andsemi-recent ransplants.

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Concept Validation (1 of 3)



Target audience residents will look at the city through newlenses which are easily accessible on both the emotional andphysical levels.

Communities may be created, strengthened, and fosteredthrough shared community touch points.

User-generated content will bring residents closer to theircity, and allow them to exchange with others within theircommunity.

Interest in Providence fro

Documents

MGuarraia DMGT748 Process Book