Mikhail Belyaev | Aventica Yegor Korobeynikov | Aventica
City as a service: how to design new urban experience
October 3nd, New York City
Competition for human capital among cities has become the key driver for development today
AttrAction centres
UsA 3,6m1,1 %
isrAel 220k2,8 %
rUssiA 400k0,3 %
chinA 2m
0,3 %
indiA 2,8m
0,22 %
GermAny 950k1,1 %
GreAt BritAin
860k1,3 %
exAmple
Competition for IT-specialists chUrn centres
the percentAGe of popUlAtion employed in it
%
Global competition for high-skilled professionals
International migration
Every 7th person on Earth is a migrant
Aging
For every new person entering the job market there are two — retiring
Berlin Dubai Dublin
Today cities, not states compete for people
Patterns and expectations
The way people use city is changing faster than cities themselves
Cities absorb best business practices and tools
And now it’s high time for service design
CrowdsourcingCompetitive analysis
Strategy and
planning
Segmentation Branding
Some cities started to apply service design to improve certain urban
practices
demAnd-BAsed AdjUstment of metered pArkinG sAn frAncisco
holistic ApproAch to pUBlic spAces mAnAGementnyc, chicAGo
Welcome experience in Berlin mUseUm of nAtUrAl history
resident-centred development london
pUBlic trAnsport inteGrAtion And service improvements seoUl
Meanwhile in Russia
All-inclUsive cArshArinG moscoW
Active citizen moscoW
my docUments rUssiA
croWdsoUrced reportinG pUBlic Utilities issUes moscoW
moscoW WAyfindinG system
City is not about functions and even services
City itself is a service
Functional approach
commUnicAtions
commUnicAtions
trAnsport
trAnsport
UrBAn desiGn
UrBAn desiGn
pUBlic spAces
pUBlic spAces
pUBlic Utilities
pUBlic Utilities
Experience-based approach
Innopolis
Innopolis is the first Russian city with the
service model in its heart
How to respond to numerous challenges
using customer experience and service design tools?
Think about the city as a startup
Discover Build Measure Learn
Challenge: how to attract high-skilled professionals
to the city without anything
mAcro-level
Approach: future residents segmentation via personas and
lifetime scenarios analysis
innopolis
kAzAn
perm
novosiBirsk
sUrGUt
moscoW
voloGdA
kAlininGrAd
Creating vision for ideal city never being there before
Verbal and image associations
Market Research Online Community
Photo collages of their own and
ideal cities
Set comparison
Thematic apperception test
Collective citizen journey and
mind-mapping
Brainstorming
Personas
Ideal residents
True companions
Willy-nilly residents
VisitorsEmployeesStudents Service staff
Willy-nilly residentsEmployeesService staff
Ideal residentsTrue companionsWilly-nilly residentsStudentsEmployeesService staffVisitors
Service staff
Citizen journey for newcomers
1leArns ABoUt the city
2visits the city for the first time
3considers movinG to the city, looks for A joB And AccommodAtion
4moves to the city
5sets Up home, ArrAnGes formAlities And dAily roUtine
6Works, relAxes, develops personAlly And professionAlly
7pArticipAtes in city development, recommends the city to his/her friends
8chAnGes residence
Solution: Services for visiting city and making
process of relocation easy for each persona
Citizen journey for newcomers
1leArns ABoUt the city
2visits the city for the first time
3considers movinG to the city, looks for A joB And AccommodAtion
4moves to the city
5sets Up home, ArrAnGes formAlities And dAily roUtine
6Works, relAxes, develops personAlly And professionAlly
7pArticipAtes in city development, recommends the city to his/her friends
8chAnGes residence
innomediAroAdshoW innopolis id
innopolis Weekend 10 000 resUme
innopolis plUG-And-plAy
Challenge: how to develop infrastructure and services in the city without enough
residents
mid-level
City services mapBasic
servicesEntertainment
servicesUrban
environmentCommunication
services•
shops•
domestic services
•kinderGArtens /
schools•
heAlthcAre And BeAUty
•sAfety
•pUBlic spAces
•trAnsport
•WAste
collection•
UrBAn desiGn
•pUBlic
Utilities
•events
•cinemA
•cAfés And
restAUrAnts•
sports•
volUnteerinG
•needs And inqUiries
•feedBAck
•notificAtions
•civic
enGAGement•
monitorinG
Approach: demand analysis and product-market fit
Solution: “cloud” infrastructure on-demand
Concierge Service
unified interface of interaction
functional silos demolition
revealing actual needs and gathering
feedback
Citizen journey for newcomers
1leArns ABoUt the city
2visits the city for the first time
3considers movinG to the city, looks for A joB And AccommodAtion
4moves to the city
5sets Up home, ArrAnGes formAlities And dAily roUtine
6Works, relAxes, develops personAlly And professionAlly
7pArticipAtes in city development, recommends the city to his/her friends
8chAnGes residence
myinnopolis.rU365 eventsrestAUrAnt WeekmeetUps And Workshops
concierGe servicecity in the pocket
Challenge: create day-to-day experience in a wide
range of touchpoints, that exceeds expectations
micro-level
Insights
parents want to know when
their child came to school
parents want to be sure that their child has
had lunch
children want to keep their money from
seniors
parents want to be sure that
their child hasn’t lost his/her
pocket money
Solution: “Palms” project for contactless payment in canteen, that is delivered by Sberbank, the biggest bank in Eastern and Central Europe (70M clients)
project “pAlms”
What is an urban experience?
Holistic perception of personal interaction
with urban environment, people and services, both
physically and digitally
Urban Experience Design Approach
toUch point
hUB
dAtA dAtAdAtA
joUrney AnAlysis
joUrney AnAlysis
frActAl citizen
joUrney
UrBAn AnAlytics
se
Gm
en
t o
ne
se
Gm
en
t t
Wo
4 layers of urban experience
information and data
Services
Physical realm
Social interactions
Fractal citizen journey
macro
stAGe 1 stAGe 2 stAGe 3
mid
micro
Touchpoint hub
Urban data set
noW
Focus groupsSurveysTemporary useCitizen journey mapsKPIsTelegramCrowdsourcingConcierge service inquiriesEthnographyAnthropologyBenchmarkingWeb analyticsBusiness casesImpact analysis
UpcominG
CCTVBuilt-in analyticsSensorsMobile operators dataBank transaction data
Journey Analysis
KPIsuse casebusiness caseimpact analysis
Urban experience design aims to transform the city for anyone to the city for
everyone