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Final booklet for the Design Thinking and Design Methods study course
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Pirates
DIAGRAMS | MAPS
SCENARIO
MINDMAP
AREAS OF OPPORTUNITIES
SUST
AINA
BILIT
Y &
FOOD
VISIONS
DESIGN INNOVATION AND DESIGN METHODS
BOOKLET 2012
DESIGN INNOVATION AND DESIGN METHODS
BOOKLET 2012
CONTENTS
PIRATESSUSTAINABILITY & FOOD
DIVERGENT THINKING
MINDMAPVISIONS
DESK RESEARCH
DIAGRAMS | MAPSAREAS OF OPPORTUNITES
CONVERGENT THINKING | PRE-TESTING
SCENARIO
Pirates
Pirates
Pirates
PIRATES
Pirates
Pirates
Pirates
Pirates Logotype “Pirates” Monocromatico
C 0 M 0 Y 0 K 100
C 22 M 2 Y 2 K 0
Logotype “Pirates”
Logotype on dark background
Logotype on light background
Manual IdentIty
work teaM
Logotype “Pirates” Monocromatico
C 0 M 0 Y 0 K 100
C 22 M 2 Y 2 K 0
Logotype “Pirates”
Logotype on dark background
Logotype on light background
SUSTAINABILITY & FOOD
Expo Milano 2015 intends to address the universal and complex theme of nutrition from an envi-ronmental, historical, cultural, anthropological, medical, technical, scientific and economic point of view.This multidisciplinary approach creates interesting plots, correlations and connections: Expo Milano 2015 aims to address the theme according to a very wide-ranging overview, able to question and stimulate all levels of society, allowing the awareness of the vastness and complexity of the factors that affect each of us to emerge.To this end, the Bidding Dossier, the general theme of Expo Milano 2015 - Feeding the Planet, En-ergy for Life - has been divided into the following ub-themes:
As the interdisciplinary nature of each of the sub-themes and how they interact and complement each other is quite clear, in addressing the development of the sub-themes, it is useful to highlight these interactions, grouping the sub-themes together into three macro-groups. The first focuses on issues of a more technical and scientific nature, paying close attention to production processes and models, as well as market policies and mechanisms to ensure food security and quality. The second group develops the social and cultural relationship between humankind and food. Cooperation and development, the third, represents the compulsory road to be followed by all areas of the agro-food supply chain and their governance: this involves making the imperative of cooperation an impera-tive for human action as regards food and therefore permeates all the other sub-themes.
In this way, sustainability and innovation represent the main factors of human responsibility: the concept of sustainability must be the rule of thumb that pervades both the processes related to food and the other areas of human development, and innovation is the tool, the mental approach to finding new solutions to problems relating to each sub-theme.
Science and technology for food safety, security and qualityScience and technology for agriculture and biodiversityInnovation in the agro-food supply chainDietary educationFood for better lifestylesFood and cultureCooperation and development on food.
1.2.3.4.5.6.7.
DIVERGENT THINKING
MINDMAPVISIONS
Sustainabilityand Food
clean energy
personalfood garden
recycle
intensivefarming
lack of water
globalwarming
0 kilometer
standardizationof the taste
slow food
profits
no profit associations
fat
wellbeing
edutainment
awarness
improvingagriculture
renewableenergy
children
eatable packaging
separate collection
reuseleftovers
desertificationlocal food
sustainableindustries
charity
diseases
future
enviromentculture
foodcompanies
quality educationpollution
attitude
rubbish
land
water
weathertradition
knowledge
fast food
greedy
freefood
calories
dietdifficult
entertainment
information
MINDMAP
VISIONS
ALARMING VISION
FOOD UP!The lack of information about food and sustainability in the present has led us to create a vision in which adults and children are aware of dangers of a poor diet and they adopt a healthy lifestyle.
VISIONS
KEEP YOUR OWN TASTEThe great development of food’s multinational worldwide is leading to a standardization of the taste all over the world. To fight this movement we imagined a world where people care more about their own food tradition and support them through slow food and 0 kilometer system.
ALTERNATIVE VISION
VISIONS
FOOD4GOODFood is such an important of part of sustainability. Because the hidden cost of food is in the carbon pollution produced by current food production systems that are often highly mechanized and globalized. Here in FOOD4GOOD provides resources to find “green & sustainable” food for humanity in two big categories “Earth&Space”.
INNOVATIVE VISION
DESK RESEARCH MAPS/DIAGRAMSAREAS OF OPPORTUNITIES
MAPS/DIAGRAMS
SHORTER DEVELOPMENTPROCESS
POSSIBLESCENARIO
DEVELOPMENT
LONGER DEVELOPMENTPROCESS
SOCIALINNOVATION
PRODUCTINNOVATION
NOWA HUTA
SPACEFARMING
AQUAPOD
SU STAI
ROSSOPOMODORO
LOCAL FOOD
LE VERDURE DELMIO ORTO
WINDOWAGRICOLTURE
CONTROLLEDSEX-LIFE COW
ARTIFICIALBURGER
FERRISWHEEL
SOILLESSPLANTING
SPACEBREEDING
SPACECROPS
FOOD FORTHE MOON
After the reasearch of trends (NEWS-PAPER) we try to place the study cases into a simple diagram in order to find the values and the possible field for our scenario.
LEGENDASPACE STUDY CASES
EARTH STUDY CASES
POSITIONING MAP
SHORTER DEVELOPMENTPROCESS
POSSIBLESCENARIO
DEVELOPMENT
LONGER DEVELOPMENTPROCESS
SOCIALINNOVATION
PRODUCTINNOVATION
NOWA HUTA
SPACEFARMING
AQUAPOD
SU STAI
ROSSOPOMODORO
LOCAL FOOD
LE VERDURE DELMIO ORTO
WINDOWAGRICOLTURE
CONTROLLEDSEX-LIFE COW
ARTIFICIALBURGER
FERRISWHEEL
SOILLESSPLANTING
SPACEBREEDING
SPACECROPS
FOOD FORTHE MOON
CONVERGENT THINKING | PRE-TESTING
SCENARIO
SCENARIO
The green city harmonized by technology and the nature create places empowering the right function of the nature. People cultivate plants in open areas - It could be on the roof, balcony, garden, garage even space on the road. The cultivated plants will be consumed by owners. And leftovers will be sold in very cheap price to the neighbors. Moreover, green plants will reduce Co2 and air pollution around city.
THE
HARVESTING FUTURE
SCENARIO | MOODBOARD
NEGATIVE MOOD
POSITIVE MOOD
WEAKNESSES
NEED LARGE NUMBER OF STAKE-HOLDER’S COLLABORATION
NEED TECHNOLOGY TO MAN-TAIN ENVIROMENT
SIMPLE AND EASY MEANS OF CULTIVATION
NEED ORGANIZATIONS PUTTING EFFORT TO PRESERVE THE CITY
CITY RESIDENCES MUST HAVE KNOWLEDGE IN CUL-
TIVATING PLANTS
SCENARIO | MOTIVATIONS
MOTIVATIONS
OPPORTUNITIES
PREVENTING AIR POLLUTION
INCREASING CONSUMING DI-RECTION TOWARDS RELIABLE
AND NUTRITION FOOD
SUPPORTING HEALTHIER LIFE
0 KM MOVEMENT
HARMONIZED COEXISTENCE WITH NATURE
PREVENTING GLOBAL WARMING
INCREASING AWARENESS OF ONE’S HEALTHY LIFE
INNOVATIVE TECHNOLOGY GREEN URBAN PLANNING
INCREASING CONCERNS ON GLOBAL WARMING WORLD WIDELY
WEAKNESSES
OPPORTUNITIES
MOTIVATIONS
PREVENTING AIR POLLUTION
MOTIVATIONS
PREVENTING GLOBAL WARMING
90
02010 2050
CO 2 (industrial)
CO2
N2O
MOTIVATIONS
SUPPORTING HEALTHIER LIFE
EARTH WILL BECOME A BETTER PLACE TO LIVE
BALANCING NATURE AND HIGH TECHNOLOGY
PEOLPLE BECOME HEALTHIER
SUSTAINABLE BEHAVIOUR AS A HERITAGE
PRESERVIN TRADITIONAL PLANTS IN EVERY REGION
HEALTHY WAY OF CONSUMING FOOD
ATTENTION TO DAILY CON-SUMING FOOD
UNDERSTAND THE CONNECT-EDNESS BETWEEN HUMAN
AND NATURE
IMPLICATIONS
ENVIROMENT LIFESTYLE PEOPLE
SCENARIO | MOTIVATIONS
SCENARIO | PROPOSALS
School program on cultivating plants which will run continuously over 50 years period in order to nurture green city citizen who has knowledge on cultivation. With this program students will not only learn how to cultivate plants, but also learn about all process of growing plants and also value on sustainabilty and food.
Way of traditional cultivationNew-technology on cultivationSharing
PLAY GARDENThe program also includes:
GREEN BEHAVIOUR
Way of traditional cultivationNew-technology on cultivationSharing
2012 2062GREEN CITY
CITY SCHOOLS KIDS
SCENARIO | PERSONAS
THE EXPLORER
THE WISER
MOTIVATIONS Stefano is very outgoing and has great curiosity. He normally look outside window in the classWhen he’s friend asked him what he’s looking, he said he is looking the branch of tree, dancing.He likes to observing things around him. He lives near the school.
MOTIVATIONS Andrea runs his family farm for more than 30 yearsHe is professional cultivationHe put his values on keeping traditional thingsHe have 3 nephews, and love to play with them every weekend.He is vegetarian.
NAME: StefanoAGE: 7 years oldPLACE: MilanoOCCUPATION: Elementary school student
NAME: AndreaAGE: 60 years oldPLACE: Near MilanoOCCUPATION: Farmer
THE CITIZEN
MOTIVATIONS Maria is divorced womanShe has 2 kids and every morning she pick up kids to the school.She loves cook in the house then go to restaurantShe put much attentions on buying healthy ingredientsShe cares intimacy with her children.
NAME: MariaAGE: 32 years oldPLACE: MilanoOCCUPATION: Furniture shop assistance
CHARITYASSOCI
SCHOOL MARKET
SCENARIO | STORYBOARD
The Explorer starts the school year and in class he receives the play garden kit
provided by the school.
In his first theoretical lesson, teachers teach him all he need about seeding, growing and harvesting of vegetables.
CHARITY ASSOCIATIONS: as part of the vegetables are donated to charitable
society, the child may also approaching this system.
SCHOOL MARKET: he can follow the sale of vegetables at the play market and learn how the sales system works. The outsiders can ask for informations about the food.
LEGENDAACADEMIC SESSION
LIFE SESSION
A
During the practical lessons he learns in the garden to cultivate vegetables and follow first-hand the process of growth,
with the help of the farmer.
At the end of the school year the explorer will receive a mark based on its work in
the play garden
Once he grows up, thanks to the play-garden activities made at school that has given him a sustainable way of thinking,
he can build a green city.
CHILDREN HOUSE: he can take home part of the vegetables that has cultivated so his mother can cook and he can taste them and appreciate his work at best.
HARVEST
FARMS
SCHOOLS
HARVEST
CHILDRENHOUSE
CHARITYASSOCIATIONS
SCHOOLMARKET
PLAY GARDEN
$$$
$
$$
$
SCENARIO | SYSTEM MAP
Before the beginning of the accademic year the farmers near the city give the tools and materi-als to the PLAY GARDEN structure
Teachers and farmers give the gardening tools to the classes. Every student has his own garden kit (SET OF SEEDS,GLOVES etc.)
Farmers educate students about gardening and topics about enviroment and sustainability
Children follow in first person the growing process after have learned the fundamental skills and values
Children get an evaluation based on their work in the PLAY GARDEN ( PARTECIPATION, TESTS ABOUT WHAT THEY HAVE LEARNED etc.)
1
1
7.1
2
2
3
3
4
4
5
5
6GROWING KIT
THEORIC LESSONS
PRACTICE
STEPS
FARMS
SCHOOLS
HARVEST
CHILDRENHOUSE
CHARITYASSOCIATIONS
SCHOOLMARKET
PLAY GARDEN
$$$
$
$$
$
SCHOOL MARKET: People coming from outside can buy the products and get informa-tions about them, asking about the all growing pro-cess (also to the children)
The money earned from the school market are used to pay back farmers and to improve the school facili-ties
CHARITY ACTION: Part of the harvest can be given to the no profit associations that hepls people in need
Children can bring home part of the harvest so their mothers can use it and make the children proud of their work
When children grown up with thier green behav-iour they will can be able to build up a green city based on farming in a sustainable way
At the end of the season the harvest can be collected and...
7
7
7.1 8
8
9
9
10
10
6
SCENARIO | TOUCH POINTS
Banners
Lect
ures
Scho
olm
arke
tAdvertisements
Flyers
Booklets
Electronic displays
Social networks
Org
aniz
atio
nal
even
t
Scho
ol e
vent
sSc
hool
s co
nnec
tions
PLAY
GA
RDEN
STA
KEH
OLD
ERS
Farm
ers
part
ecip
atio
nG
arde
n ki
t
Gov
erne
men
t ac
tion
Regional News
Newspapers
Applications
Guide books
Coupons
Radio
Letters
WebsitesC
harit
yac
tion
TOUCH POINTS
CHILDREN
COMMUNITY
PLAY MARKET PLAY GARDEN
SCENARIO | TOUCH POINTS
LOGOTYPE
APPLICATION
WEB SITE
These are the touchpoints for the users not directly involved into the
system. For example the website where the citizens can be informed about the
news of the Play market
TOUCH POINTS
CHILDREN
COMMUNITY
PLAY MARKET PLAY GARDEN
LOGOTYPE
GARDEN KIT
These are the touchpoints for the us-ers directly involved into the system.
For example the garden kit used by the children at school with seeds, gloves, wears and the guide book with the
informations
These two touchpoints make the identity of the service and they are fundamental because create a visual connection between the society and the brand itself.
LOGOTYPES
SCENARIO | TOUCH POINTS
This touch point is the tool used by the children who are the primary users of the service. It provides the theorical knowledge through the Guide book (see the picture above) and the practical equipment through wich they are able to apply the service
GARDEN KIT
glovesshoulder belt rakescoopbootsoveralls
The kit also includes:
Margaret D. Rivers
Loribusc illabor eculpa ipist omnis sequost
Carolyn J. Barela Marc G. Larson1
The website display the kind of vegetables available in the market and all nutri-tional informations about them.This the platform where citizens can visualize and compare the goods and the services.
Photo albumsFeedbacks from the consumersLocal recipes stores
PLAYMARKET.comThe website also includes:
SCENARIO | TOUCH POINTS
The application displays the contents of the site in mobile format. In this way the users can be alerted by automatic notification system.
APPLICATION SOFTWARE