Workshop 29.08.2010 // 06.10.2010 TRANSPORTATION SYSTEM FOR SUSTAINABLE MOBILITY
CHONGMING ISLAND // 崇明岛
01 // TEAM ACTIVITY ON THE ISLAND 02 // VALUES 03 // THE CONCEPT GENERATION 04 // USER PROFILES / PERSONAS 05 // PERSONAS’ BEHAVIORS COMPARISON 06 // TRANSVERSAL ELEMENTS 07 // WHAT’S NEXT?
01 // TEAM ACTIVITY ON THE ISLAND
Full immersion
People
Urban mobility
Jobs and activities
Habits
Food
Qualitative research // interviews to: Local people
Farmers
Workers
Volounteers
Tourists
Observation tours First day 29th August 2010 GUEST HOUSE
Walk Bike Van
TO NORTH LAKE
Observation tours
BRICK BEE FACTORY FARMER
Second day 30th August 2010 GUEST HOUSE
PIG FARMER
Walk Bike Van
Observation tours Third day 1st September 2010
DONGPING FOREST PARK
CM CITY (NANMEN)
GUEST HOUSE
WE TLAND
Walk Bike Van
WETLAND
Observation tours
LOCKERS FACTORY
Fouth day 2nd September 2010
SHOES FACTORY
RICE PRODUCER GUEST HOUSE
THERMOMETER FACTORY TO THE COMMUNITY SUPPORTED AGRICULTURE
Walk Bike Van
02 // VALUES
What to preserve? REAL & NOT FAKE
In CM it’s possible to experience real China, with rural and agricultural life.
LOCAL ATTITUDE
Local reality Slow Life Welcoming
UNTOUCHED ISLAND
Simplicity Freshness Silence Light air Horizon
PURE FEELINGS
Hearing Tasting Looking
What to discourage? SUSTAINABLE BANAL STEREOTYPES INVADER ATTITUDE
Promote low impact projects.
“MAKE IT SOMETHING ELSE” APPROACH
Do not try to change CM’s values, by destroying them or modifying their nature, but work on them, to emphasise CM personality.
03 // THE CONCEPT GENERATION
Actors identification We identified the main actors that will be involved in the future system for Chongming Island, we cluster them in two macrogroups and we analyze deeply every stakeholders trying to hypothesize the future scenario for each of them.
nature rural
(believers)
SLOW and RURAL SEEKERS
5-DAYS-A-WEEK (workers)
retired people
EXPERIENCER ESCAPE THE CITY
INHABITANTS
NEW OWNERS
TOURISTS
INDIGENOUS countryside
town
REFUGEES
RESEARCHER innovation technologies life-style nature
Learn Enjoy
SPORT-ORIENTED ACTIVITIES “BITE and RUN” events
work-meeting
Concept generation Through brainstorming method we generated several ideas clustering them into product, service and communication oriented solutions. Through an open discussion we arrived to define six actionable scenarios, implementing the single idea into more complex systems.
04 // USER PROFILES / PERSONAS
We introduce you six behavior kinds. Each one goes to Chongming for different reasons. Every typology is briefly embodied by a character, who is charmed by the various aspects of the island, that are never the same. We tried to describe not overlapping behaviors, even if in the reality a real person is likely a combination of details originally of different typologies.
Six behavior typologies For each behavior kind we traced a short identikit and then we described his experience in Chongming.
Louise Sneddon 36 Human resources Australian (Sydney) Freedom Healthy lifestyle Natural wildness Custom-made Urban mobility Walk and bike Name Age Profession Nationality Key words
The sport performer “One day without running is a wasted day�
Keeping healthy is my priority. This is why I practise sports whenever I can. The best is to do it in a natural environment instead of closing myself in a gym or in a shanghainese park where is even difficult to breathe.
Sunday 6 July
6:30
8:30
Possible scenario 11:00
The sport performer
15:00
19:00
Wake up early, meet with Francis Ritz, my co-worker, and take the bus to Chongming Island, intense enjoyable days are beginning. We’ve got a mtb from the first bike rental and we plan our day on the best routes of the island thanks to the detailed map. We have just reached the DongPing National Forest Park and after a short rest we have decided to go riding horses around the park. After the wonderful horse riding, we are now on a rowing boat in the lake. This park offers many different and unusual sport activities and we want to do as much as possible to enjoy the sunny day. The day has been very exciting and I feel very tired, but I have recharged my battery and I am ready for the next week, with Chongming island in my heart!
Tang Dongyuan 29 Businessman Chinese (Shanghai) Work Relationships Networking Focused Urban mobility Taxi Name Age Profession Nationality Key words
The event engaged “Keep in touch”
I can’t live without my job. This is why I love conferences: I enjoy the people and I receive new stimuli. The best thing could be to do them in a place that helps you to concentrate with a bit of fun.
Tuesday 18 June
9:30
Possible scenario
12:30
17:30
The event engaged
The bus hired by the company takes me to the conference hall, site of a former shoes factory, now regenerated for business use. The location is really unusual but worth the trip. It is like going back in time! We had lunch at a nearby farmhouse, where we tasted local organic food. The freshness of the ingredients made it a remarkable meal! The conference is over. The silence of the environment helped a lot to concentrate. I’m surprised to have free access to the wi-fi network on my smartphone, I can be connected with my office and I can rapidly upload the pictures of the day on my web profile. I had a nice walk with my colleagues and participants from other companies.
Chen Yun 46 Architect Chinese (Shanghai) Relax Silence Nature Escape Urban mobility Walk and own car Name Age Profession Nationality Key words
The poise seeker “I just want to rip the plug”
City is my joy and my curse. Its rhythm is really frenetic, the noise of car claxons in downtown is the soundtrack of my weekdays: I need a total break for one or two days. I periodically need my “remise en forme” in a fresh, quiet and open air surrounding together with healthy meals.
Friday 3 September
19:00
Arrival at the island by bus. The journey was easy and went surprisingly smooth. An electric mini-van brought me to the guesthouse. Saturday 4 Semptember
Possible scenario 9:00
The poise seeker
12:00
19:00
21:30
The absolute silence of the surroundings helped me to sleep like a baby. I felt great this morning! For lunch I’ve chosen the vegetarian menu that the host suggested me, based on local natural products, balanced and healthy. I’ve enjoyed the countryside with a long and relaxing ride to the wetlands thanks to the electric bike available at the guesthouse. Here the rhythm of the day goes with the sun. I feel tired already! I look at the sky and have a glance at the stars. Amazing! Sunday 5 September
12:00
17:00
I took the bicycle at the guesthouse and visited all the local production that are well known in Shanghai with the quality brand “Made in CM”. I’ve also bought there a lot of products for my colleagues. I am leaving Chongming and feel ready to tackle the oncoming week!!!
Ling Fei 38 Sociologist Chinese (Hunan Region) living and working in SH Key words Rural activities Quietness Healthy lifestyle Sharing experience Urban mobility Bike and motorbike Name Age Profession Nationality
The tied up “I’ve left my heart in the countryside and sometimes I need to feel its bit”
I love my job and to do it I have to live in a city full of opportunities but I need a link with my roots to breathe.
Friday 25 August
19:00
Possible scenario
Saturday 26 August
11:00
The tied up
We got off the ferry from Shanghai and we took the electric bus to the village of Hezuodui where our farm is located. It has been three years since my wife Nannan and I started to run an agricultural activity in the northern part of the island, by the “lake”.
18:00
Early in the morning I met Mr. Zou, a local farmer who looks after our fields and goat during the week, while we are working in the city. After picking up our potatoes and carrots we prepared dinner with the meat offered by our neighbour in return of our goat’s milk. Sunday 27 August
16:00
We spent the whole day in the Dong Ping National Forest Park where our child loves horse riding and animal watching. We even saw two fawns with their little son.
Mei Lee 12 Secondary school student Chinese (Beijing) Having fun Knowing the world Learning from experience Nature Healthy lifestyle Urban mobility Bus and subway Name Age Profession Nationality Key words
The somebody else “Where does this come from? Why?�
I live in a big city and I like playing videogames. I have never seen an orange tree and I would like to know how and where vegetables come from. Living a day as a farmer will give me the chance to learn everything about agriculture and rural life. My teacher organizes this trip to Chongming and I am very happy to go there with my friends.
Wednesday 1 September
8:00
9:30
Possible scenario 12:00
The somebody else 16:30
18:30
The Made in CM van pick us up in front of the school and in less than one hour we are already on the island. We have planned to spend a day as an inhabitant of the island. I think it’s going to be cool. Once arrived on the island we went by bus to a farm in the north. The morning was tough. I helped the farmer to plant sugar cane and beans. The farmer was a very kind old man and he let me eat sugar cane. It was very tasty and I am bringing some sugar canes back home. We also had lunch with the farmer and his wife. They have one son but he moved from Chongming island and he is living in Xian because he has found a better job there. After lunch my school friends and I went by bike to the lake, not far from the farm. We went fishing shrimps on a punt for an hour and now we are on the way back home. The day run so fast and I experienced an unforgettable day. I have told my mother about this wonderful day and I am really looking forward to going back to the island: my teacher told me that next time I would go to a pig farm: I love animals!
Lingtao Fang 23 College student Chinese (Shanghai) Freedom Natural wildness Romanticism Silence Reflection about life Urban mobility Bike Name Age Profession Nationality Key words
The poetic wanderer “I get to know myself exploring nature�
I lead a busy life and I often feel in trap. Living in a natural environment helps me to relax and find myself. I like writing poems, drawing and I get inspired by the untouched nature. I like to stay by myself but I am also open to meet new people. I recharge my batteries and I feel ready to face my tiring routine once again.
Sunday 13 October
8:00
Possible scenario
9:30
12:00
The poetic wanderer
15:00
17:00
I am on the way to Chongming Island by ferry, with my bag, some pieces of paper and many thoughts in my mind. I am confident that I will have some time for myself. The interactive terminal helps me to figure out the eventual directions of my trip and with a bike rent at the port I head directly to the Wetland. Thanks to the bike I’ve been able to stop whenever I felt like enjoying the atmosphere and the views. After a short picnic I had an unexpected meeting. While I was writing some words in an isolated part of the park a French photographer interrupted me. She was approximately my age and she is spending 4 days here on the island to capture naturalistic aspects of the untouched landscape of China for an European magazine. The atmosphere and the silence have been so awe-inspiring that I could breathe the soul of the island and take dream-alike pictures. I’ve been able to upload them instantly on the interactive map with my smartphone thanks to the fast wi-fi connection.
05 // PERSONAS’ BEHAVIORS COMPARISON
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
Through personas analysis we discovered some hot interest areas. For each one we thought about two opposites behaviors in order to understand the main trends to get to preciser concept directions.
lonely traveller
observer
proactive
learning
leisure
low bike use
Main features
group oriented
low technology
short trip
DIY trip
high bike use
technology addicted
long trip
organized trip
well-framed bike sharing service
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
lonely traveller organized and well maintained paths
different kind of bikes availability
observer
proactive
learning
leisure
low bike use
Bike use
group oriented
low technology
short trip
DIY trip
high bike use
technology addicted
long trip
organized trip
wireless connection
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
lonely traveller on-line tourist services
on-line island info
observer
proactive
learning
leisure
low bike use
Technology addiction
group oriented
low technology
short trip
DIY trip
high bike use
technology addicted
long trip
organized trip
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
lonely traveller fast and easy mobility
well-equipped accomodations
observer
proactive
learning
leisure
low bike use
Trip lasting
group oriented
low technology
short trip
DIY trip
high bike use
technology addicted
long trip
organized trip
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
lonely traveller orientate yourself in the island
clear and direct communication
observer
proactive
learning
leisure
low bike use
Kind of trip
group oriented
low technology
short trip
DIY trip
high bike use
technology addicted
long trip
organized trip
06 // TRANSVERSAL ELEMENTS
After the personas definition we have hypotized the essential elements that all these personas will need in order to improve their experience on the island.
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Evaluation elements/personas
thematic paths
magic number
We will now try to understand which are really fundamental and which are not.
CM adv
CM advertising Website Thematic paths Signage Magic number Integration bus-bikes Workshops Catalogue
CM adv
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
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Evaluation elements/personas
thematic paths
CM adv
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
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Evaluation elements/personas
thematic paths
CM adv
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
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Evaluation elements/personas
thematic paths
CM adv
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
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magic number
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Evaluation elements/personas
thematic paths
CM adv
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
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magic number
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Evaluation elements/personas
thematic paths
CM adv
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
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magic number
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Evaluation elements/personas
thematic paths
The sport performer The event engaged The poise seeker The tied up The somebody else The poetic wanderer
CM adv
The solutions based on mobility and internet are the most suitable and common to the majority of the personas. Some other solutions, such as workshops, are more specific. That’s why we didn’t include them in the transversal elements, that are the synthesis of the common tools.
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Synthesis
thematic paths
The brand step is fundamental to make people appreciate all the possible experiences in CM, otherwise quite hardly somebody will go there without any kind of previous advertising. It’s all about making people aware and charmed by what CM is. “Made in Cm” should be built as brand and synthesis of the island values. Its existence would help understanding what is Chongming and why it is attractive. This is not only a transversal element, it is a prerequisite for any project.
CM identity
The common elements, highlighted by the comparison of the heterogeneous experiences, stand in the combination of basic needs. These transversal cues are mainly two: the need of communicate in an effective way and the need of gathering useful information and using them. Through these two the main lacks of the Chongming experience can be filled up.
NEED OF COMMUNICATION TRANSVERSAL ELEMENTS
NEED OF INFORMATION CM lacks
The creation of a Chongming website would help in creating the Cm lovers’ community. In addition it would be the output of a strong net build through bed & breakfast, hostels, shops and any kind of service available and it would help tourists planning their staying.
Community website
The catalogue can be both printed or on the website and it provides the list of all that you can find in Chongming - services, tours, offers. It would be an useful tool for Chongming visitors. It’s important to keep it updated with all the news and events about Chongming island.
CM catalogue
The experience in Cm island is made unique thanks to its inhabitants. Anyway it is important not to be strongly dependent from them, otherwise it would be too boring and annoying. The municipality should distribute for free clear island maps with possible path to be followed. Furthermore the path signals should be all around the island to help people orientating.
WATER PATH HONEY PATH FOOD PATH
Paths and signs
Working on the integration of the means of transportation is one of the key element for Cm island success. Tourists should be able to reach any point of the island without having any problem. The integration of bus, bike, ferryboat is fundamental, but even working on the water means would be great to give another possible choice and to make the Cm experience unique.
Mobility integration
Speaking chinese is not that easy and almost anybody in Cm island can speak English. So, as it is already happening in Shanghai, providing a magic number to call when it’s impossible to make a proficient communication would solve many misunderstandings.
Magic number
07 // WHAT’S NEXT?
Suggestions for future development
CHONGMING WATER TOUR
A better mobility integration of different kind of transportation and water paths.
CHONGMING REAL FOOD
Packaging for Chongming original and organic food, to be spread inside and outside the island.
PUBLIC CHONGMING ADVERTISING
Advertising campaign promoted directly by Chongming municipality.
CHONGMING ACTIVITIES FOR EVERYONE
Different kind of activities, such as picking up fresh fruits or crabs fishing, designed for both children and adults during all the year.
Workshop 29.08.2010 // 06.10.2010 TRANSPORTATION SYSTEM FOR SUSTAINABLE MOBILITY
THANK YOU // 谢谢 Professors Luisa Maria Collina Davide Fassi Francesca Rizzo Tutor Serena Pollastri
Politogers Alessandra Canella Fabio Carnevale Maffè Giuseppe Farina Jonathan Fortunati Maria Lo Bello Luigi Partipilo
ASP Andrea Cairati Francesco Cavagnis Marta Fattorossi Maria Franco Nannan Li Corina Macnovit Aurélie Sabatier Stefano Tedesco Laura Varvello