CREDITS
Course of Product Sercice System Design_PSSD Academic Year 2009/2010 Metadesign Representation and Communication of the Project System Material for Design Prof. Luisa Collisa Prof. Cabirio Cautela Prof. Valentina Auricchio Prof. Gianluca Brugnoli Prof. Fabio Sergio BRACE Andrea Carlon 751194 // andrea.carlon@gmail.com Diogo Carvalho 748813 // diogocarvalho@live.com Diego Dalia 734993 // diedal@live.it Ana Isabel Palacios 750645 // anaisabel.d.i@gmail.com Sahar Abgarmyan
WELCOME *Ospedale Generale Niguarda Ca’Grande // Milano // Italy
INDEX 1. TRENDS WATCHING
1.1 Autistic Magnetism 1.2. local prosthesis 1.3. Ephemily 1.4. Triggerize 1.5. Funconventional accomodation
2. HUMAN CENTER DESIGN 2.1 .Context 2.2. Define Target 2.3. Find Target 2.4. Questions And Interviews 2.5. Common Characteristics
3. PERSONAS 4. CUSTOMER JOURNEY
4.1. Total Journey 4.2. Journey And Feelings - Patricia 4.3. Journey And Feelings - Ambra 4.4. Journey And Feelings - Filipe 4.5. Journey And Feelings - Caetano 4.6. Journey And Feelings - Silvia
5. DESIGN OPPORTUNITIES 5.1. Insights
6. SCENARIO
6.1. Vision 6.2. Motivation 6.3. Trends 6.4. Actor’s Map
7. STAKEHOLDERS
7.1. Motivation Matrix 7.2. Polarities / Scenario Matrix 7.3. Naming Scenarios 7.4. Competitors 7.4.1. The Servizio Sanitario Nazionale 7.4.2. Skype 7.4.3. Posteitaliane
7.5. Positioning 7.6. Swot Analysis
8. USERS
8.1.1. PATIENTS Personas 8.1.2. Patient’s Journey 8.1.3. Touch Points 8.1.4. System Flow 8.1.5. Story Board Ana Goes To The Hospital 8.1.6. Story Board. Ana Goes to the Pharmacy 8.2.1. Medical Staff Personas 8.2.2. Medical Staff’s Journey 8.2.3. System Flow. 8.3.1. TRANSLATORS. Personas 8.3.2. TRANSLATOR’S JOURNEY 8.3.3. System’s Flow. 8.3.4. Story Board Diego wants to be a translator 9. SCENARIO ALTERNATIVES 9.1. The Near Future - BABEL PREMIUM 9.2. Other Contexts 9.2.1. Foreigns/immigration offices 9.2.2. International airport 9.2.3. Tourists related services
10. PRODUCT SERVICE SYSTEM 10.1. How It Works 10.1.1. Technically 10.1.2. Economically 10.1.3. Translators 10.1.3.1. Translators Typology
11. DESIGNED TOUCH POINTS
11.1. Website Translators Enrollment 11.2. Skype Plug-in 11.3. Poster To get translators interested
12. VALUES AND BENEFITS OF NEW PSS 12.1. The User 12.2. Other Stakeholders
5
1. TRENDS WATCHING
6
*Post it exersice to find trends
1.1. Autistic Magnetism Unpredictable catchy art items will distract us from the reality of an ugly suburb
1.2. local prosthesis I am a newcomer but i can take care of myself if i’m provided with the right tool
1.3. Ephemily Fraternal welcoming experience with strangers. It gives the sense of an ephemeral family.
1.4. Triggerize It welcomes us proposing an interaction with the place just entered.
1.5. Funconventional accomodation One never thought it could have been so cool to be able to sleep in such an odd place
7
2. HUMAN CENTER DESIGN
2.1 .Context Before starting, our team analyzed the context to see what was going to be the target group we wanted to work with. Based on some discussion and in previous experience we decided a target group.
2.2. Define Target Our target group was then immigrants that for some reason or another had stayed long in Italy and slowly they have lost a bit of their roots; but that at the same time have not been able to integrate to Italian culture. We called them “immigrants in a cultural limbo”
2.3. Find Target Having clear the target, we set ourselves to find who around fitted under that classification. Each one of us looked around and came up with about 5 people we could interview that felt under our target.
2.4. Questions And Interviews Once we got appointments with our target we starting looking at the questions that were important to ask. Based on the booklet for Human Center Design from IDEO, we divided the interview in several fields about their life in Italy and their life in the past. We also added some open questions about frustrations and difficulties about living in Italy. Basic
Feelings
Family
Integration
Chart 01. Questions’ Clusters
8
Culture
Free time
Work
Adaptation
Material world
2.5. Common Characteristics After each interview each one of us shared our findings. We then recognized there were characteristics common to some and decided that those common characteristics where going to be the base for our personas. A group persons from the interview defined our personas. We defined 5 personas at the end.
Feeling of nostalgy
Frustration about cultural differences
Learn Italian after arrival
Send money home
Frustrated about bureaucracy matters
Saving money before leaving Italy
Miss his/her country
Spending free time with relatives
Dates an italian or wishes to do
Work and study
Lack of integration with italian culture
Would like better job opportunities
Studying
Feeling cultural ignorance from italians
Desire to experience new things
Working
Attached to family member abroad
Would like better job conditions
Chart 02. Common Characteristics
3. PERSONAS 1. Working in Italy to send money back home. Thinks of the future time in which to come back home.
Patricia
Philippines, 29 years old // 7 years in Italy Would like to keep in contact with her family abroad Would like to be equal to her italian coworkers Would like to have more free time Does not have enough money to go back home but would like to go back 9
2. Person married to an Italian, would like to go back but wants to stay close to his/her love
Silvia
Peruvian, 39 years old // 6 years in Italy She lives beetwen two different cultures She feels nostalgic about her family She does not feel belonging to italian culture She thiks there is not sense of comunity in Italy She has her daughter abroad 3. First generation of children born in Italy from a foreign couple
Ambra
Italian, 24 years old // Born in Italy Feel contrasts beetwen her parents’ cultures She gets confused about who she is She has never meet her relatives abroad Feels discriminated by italians She feels more italian than egyptian 4. Student working to pay his/her studies in Italy
Filipe
Portuguese, 28 years // 4 years in Italy Works and studys Accepts any kind of job Feels discriminated by Italians He feels nostalgic and lonely He would like to improve his life 5. Legal Person working in Italy who does not send money home, all his/her earnings are to live life to the fullest.
Caetano
Brazilian, 31 years // 4 years in italy
10
Travels and wants new experiences Open minded Has adapted to the overall situations Would like to have more oportunities to enjoy his free time
4. CUSTOMER JOURNEY
Mapping the journey of our personas was not an easy job. There are many variables that happen in a long period of time that had to be placed in the journey. To be able to accomplish our work we divided the journey by variables and by stages. Variables are shown in chart number 03 and stages in chart number 04. All journeys’ timing varies on each persona, so our graphic is made to be able to fit all journeys.
LANGUAGE
All our interviewee had to deal with learning the language. Language is present during the whole journey
MOTIVATION
ERRANDS
Visiting // Studying // Working Our interviewees had motivation(s) to come to italy. Motivations sometimes changes or remain the same during their journey
AFTER ARRIVING
Legal paperwork: Translation, Legalization, Health Insurance Budget: Proof of sufficient money to live with no problems Accomodation: Reservation in a hotel for short staying or renting contract
Permanent community Free time
Chart 03. Journey’s variables
BEFORE ARRIVAL
AFTER ARRIVAL
Preparation
STAGE 3
STAGE 2 One year
STAGE 1 About a year Arriving One to two weeks
Transition First six months
Four years or more Settle or Leave Next six months
Establish
After first year
Chart 04. Journey’s Stages
11
4.1. Total Journey
try of Coun ds
Erran dget
Bu
ARAT PREP s Month
tion Motiva
ation
od Acom
ION
Origin
age
Langu
work
k r wor l pape
school
Lega
learn
ing
Italian
Learn
Turism
ing plann aly Retuornback to It to g
ions
at Transl
ation
iz
Legal
Weeks
rance
h insu
Healt
Visa
Italy
g
Leavin
Arr
eek 1st W
mm
ation
od Acom
cale
Cod. fis
sify Inten
iving
unity
ing co
Receiv
g
Leavin
ths 2 mon
school
ths 3 mon
ge of Chanvation moti Start
work
ths 4 mon
asses
cl
ths 5 mon
job y ge status start a o nity unitch an giorn mmu comm di sog create co create rmesso
ork per w
pa Legal
th 6 mon
Pe et
Budg
ge
Chan
ING
ARRIV
N
SITIO
TRAN
th 1 mon
make on
cati ry Lo
ora Temp
more
Stay to
money
on Locati abroad anent money Perm send
star needs anency
Perm
go
ool to sch
) t job(s
ork aperw
Lose p
ney
o save m
e
itions l cond Schoo ns nditio ing co Work ge job Chan 2 jobs Have
anent
unity
comm
und
aro Travel
ge
ge job
Chan
n
Religio
Leave Leave
t nmen
ai Entert
ool
ge sch
Chan
Free tim
perm
s
Sport
E
LEAV
LE OR
SET T
Chan
izing socialtings mee
ve Impro or Datery a local mar
ar
1st ye
job ange
Ch
g
Buyin
iorno i sogg l schoo Finish
ar
2nd ye
esso d
Perm
unters
l enco
ra Cultu
ar 3rd ye
Start
a job
d
g a ki
Havin
BLISH
ESTA
ar
4th ye
Finish
12
l
schoo
4.2. Journey And Feelings - Patricia
try Coun
s
et
Budg Legal
ARAT PREP Month
s
Errand
ation Motiv
n odatio
Acom
ION
in of Orig
je
Langua
work
ork per w
pa
school
learn
Italian
Turism
ions
at Transl
n
atio Legaliz
Weeks
rance
arning Self le on keep
h insu
Healt
Visa
g Italely arnin
g
Leavin
start
th 1 mon
g
Arrivin
on Locatiunity m orary Tempiving com odation Rece Acom
k for To loo d N To fin SITIO it ctN taA To like a coTnR y ation b Told sport c tran ths 2 mon Publi out h c n k for Lun unmon icthastio To loo 3 d Comm To mfionnths 4 it To like a contactonths y 5m Told b
eekk Wee 1stt W 1s
school
le
b
nd a jo
ca Cod. fis
Fi work Legal
paper
work
iorno i sogg
esso d
Perm
dget
Bu
make
more
Start
e job
Chang oney
m send
izing
anent
perm
s eeting
m
y munit
anency
Perm
E LEAV
Equity ad lo Work unities nt rt Oppo environme rk o W Rights Salary
abroad ng Worki
Perm
social
th 6 mon
a job
money
on Locati anent
ty d Enti Truste st fee e Small t timReIVING es R short A
LE OR
SET T
save
needs
ions
condit
money Have
2 jobs
com
e lear improv
hone Cellp ccount A Bank et s Intern nal clothe s a se o
n Religio
ns
iorno i sogg esso d 3 jobs Have
aditio eep tr
K
ords cal w
ning lo
ar
1st ye
Perm
y
e
r hous
BLISH
ESTA
bigge move
ar ease le decrye ar
ning:
2nd
ar 3rd ye
Very uncomfortable Unconfortable
ar
4th ye
Satisfying Confortable Pleasant
13
e easil unicat
n com
she ca
4.3. Journey And Feelings - Ambra
try of Coun et
Budg Legal
ARAT PREP s
Month
s
Errand
ation Motiv
n odatio
Acom
ION
Origin
ge
Langua
work
ork per w
pa
school
learn
Italian
Turism
Weeks
Italy ation
eek 1st W
ve
to li place sing a Choo a dorm e s t Choo cheap ap a Rent
ent ainm Entert a s m e friend Cin it her Be wh her room n g si De
Meet
mod to acco Move
m
ing co
Receiv
munity
n odatio Acom le
school
op
new pe
t ainmen
Entert
unity comm new s Createstudents 3 month new friends new
ths 2 mon
s
asse start cl
work paper
Legal
N
SITIO
TRAN
sth 1 meon ces class erian start new exp rt ta e s lac s ises p w ne of exerc lots
LE OR
SET T
ths 4 mon ths 5 mon
munity
work
E
LEAV
th 6 mon
com create
dget
Bu
with touch ing inity abroad Keepm un com
hone Cellp uter Comp et ng Internaid cards meeti lizing Pre-p socia nder e mix g n interest Gg o rin IVeIN comm gAeRgRath a same
Social
g
meetin
ation
od Accom
anent
perm
r city to he train back r come st flight o e cheap
ons
conditi
unity
comm
back Travel
home bigger
unity
comm
tion Relaxa
ation relax to beach going tanned g gettin g book readin
ar
1st ye
BLISH
ar
2nd ye
ESTA
ar 3rd ye
Very uncomfortable Unconfortable
l schoo Finarishd job ional to fin a profess to be
4th ye
Leave
ation
od accom
Finish
School
Satisfying
Leave
Confortable Pleasant
14
Look
b
for a jo
4.4. Journey And Feelings - Filipe
try of Coun
Origin
s
Errand
ation Motiv
ation
od Acom
et
Budg Legal
paper
work
ION ARAT PREP s Month
n arje Leua La Tong
work school
arning Self le on keep
lian
Ita learn
Turism
an on in Itali Only f informati e orks is Paperw Lack o nd imprec e a m Slow wasted ti tside om ou f use fr Lot o ho nd
Weeks
rt anspo pest tr Chea e friends g ney Mana ough mo en Have
Fi
igns r fore tion fo lish try forma coun ng Few in rvices in e a foreign m Few se house fro a k Boo risks Fraud
Italy for Travel
eek 1st W
ity mmun ion at
ing co
Receiv
school
od Acom
k ok worLo
k a ban s Choose paperwork Italian le system b a li Re et-able Intern Costs
Legal
Relax
N
SITIO
TRAN ths 2 mon
b for a jo
ge owled cts kn on ontra ti Lack c transporta c Publi thonethsjob m Learn3 unication ths 4 mon Comm
LE OR
SET T th 6 mon
work
start a
job
et
for Travel
job b start a for a jo Look
School
s
Fr
s come Low inducation Low e ortive Supp
job
start a
friend
from iends
Look
Satisfying
b
for a jo
s from
Friend
e Improv
work nds
frie School
for Travel start a
Unconfortable confortable
S ight E pest fl Chea g goods in ney Bring ough mo en Have
Satisfying
Pleasant
for Travel
home
ates Flatm ork w tside s from om ou Friend use fr Find ho
md year touris 2n
job
Look
b
for a jo
for Travel start a
b
for a jo
om ou use fr
ar
4th ye
Find ho
s from
Friend
work
ates Flatm nds frie School
s from
Friend
md year touris3r
job
Look tside
me
ho back Travel
Confortable Pleasant
b
for a jo
start a back Travel
mt year touris1s
job
Look
work s from Friend ates Flatm s friend School
Very uncomfortable
over
work
home back e Travel outsid e LISbaHck hom Find house from TAB Travel
unconfortable
y are mone before ble Find ithool timeta sc it F d it To fin it To like in issues sk ck Bla
m
touris
ates
Flatm
ity e! mmun nd e tim ol friepermanent co of fre r scho Lack INWGork o IV R R A hy Wealt profile n High educatio High
very uncomfortable
E
LEAV
ths 5 mon
Budg
ey
e mon
Manag
paper
th 1 mon
m
touris
work nds
frie School
15
4.5. Journey And Feelings - Caetano
tr Coun
s
Month
ds
Erran
ion
at Motiv
ation
od Acom
et
Budg Legal
ION ARAT PREP
rigin
y of O
wor paper
ge
Langua
work
k
school
learn
Italian
Turism
Weeks
h Healt
nce
insura
Visa
Italy arning
g
Leavin ey
eek 1st W
ry co mpora ceiving
te
on save m
on locatimmunity
Re
r a job
ths 2 mon
Legal et
paper
anent
Perm
mak
on
locati
road
munit
m ent co
an perm
lizing Socia rs oo Ourd ration Integ
ths 5 mon th 6 mon
Keep
ngs meeti nt ainme entert
e
est fe
Small
e job
chang
tings
l mee
social
E LEAV
e job
Socia
y
LE OR
SET T
chang
ey
uch w g in to Keepin ING IV R AR
rning
ve lea impro
on save m ith ab
uter Comp et Intern
rno oggio rt a job sta y mone e more
ths 4 mon
is esso d
work
Budg
perm
k for To loo 3 maonthcsontact y Told b
school
calework
s Cod. fi
N
SITIO
TRAN
th 1 mon
fo Look
n odatio
Acom
start le
road
ch ab
in tou
y tion mone ange job e loca more ch make
chang
tion e loca
s
chang
eeting
lm Socia
terests on in Comm ender g d e Mix
und
l aro Trave
nt ainme rt entert a spo e c ti c pra BLISH ESTA und ro a l Trave
ar
1st ye
oney
save m
g
arnin iorno ase le Liesaovgeg decre esso d Perm eave L d year 2n
ight pest fl
ar 3rd ye
Chea
Very uncomfortable
ar
4th ye
Unconfortable Satisfying Confortable Pleasant
16
Finish
l
schoo
4.6. Journey And Feelings - Silvia
s
tion Motiva
ation et
Budg
per gal pa
Le
ARAT PREP Month
ds
Erran od Acom
ION
in of Orig
try Coun
work
work school
lear
aje
Langu n n Italia
Turism
ing plann aly Retuornback to It to g Weeks
rance
h insu
Healt
Visa
Italy
g
Leavin
arning Self le on keep
arn
To Le
g
tionnity t Loca mmu ion anvien ng co Perm odat Recei Acom
eek 1st W
with touch ing inity abroad Keepm un com cale Cod. fis
school work Legal
Get a
paper
job
work
esso
needs anency dget
hone Cellp uter Comp et Internaid cards Pre-p
Perm
Perm
rno
gio di sog
Bu
mak
hone Cellp ccount A Bank et s Intern nal clothe seaso
ight pest fl ds Chea g gooG in INh time BrinAgRRIV g enou Have
start a
oney
m e more
send
money
N
SITIO
TRAN
th 1 mon
k for To loo ths d 2 mon To fin it on ti To like a contact a rt y spo Told b c tran Publi out Lunch unication Comm
Arrivin
or Datery a local mar
ths 3 mon
job
abroad
e
anent
perm
ney
o save m
unity
comm
s
dition
g con
k hom
E
LEAV
m Equity a5 d th r lo Work unities nt 6 monTo look fo rt o d Opp environme To fin it Work e To lik a contact y Rights Told b Salary onths
in Work
bac Travel
LE OR
SET T
ths 4 mon
ty d Enti Truste st fee e Small t time s e short
ge Chan
k for To loo d To fin it To like a contact y ld o T b
job
t nmen
ai Entert
lizing Socia rs rs oo Ourd l encounte ions ra tradit Cultu tion Keep ra Integ
n Religio
izing socialtings mee
ge job
Chan
ve Impro
terests on in Comm ender g Mixed
ar
1st ye
BLISH
ESTA
nters
cou ural en
Cult
iorno i sogg
ar
2nd ye
esso d
Perm
ns aditio eep tr
K
ar 3rd ye
Very uncomfortable
ar
4th ye
Unconfortable Satisfying Confortable Pleasant
g
Buyin
17
18
5. DESIGN OPPORTUNITIES Getting information Learning Searching Discovering Language barriers
Mobility Public transportation Traveling and moving around Things that are not available in the right moment and the right time
Stay in contact with others Feeling lonely / Lost Movies in native language Dating communities
Identity / Culture / Background Stores in one’s language Movies in one’s language
Selfcare Stay healthy Finding a doctor Feel safe Housing / Accomodation Go to the Gym Opening and managing a bank account Think about oneself
5.1. Insights After all journeys were presented we had to choose opportunities about possible ways to develop a productservice-system for our target group or any other targeted personas by other groups. We decided to keep our focus not in our specific personas, but to a wider range of people who being foreign to Italy encounter different issues, and those issues present an opportunity that could be solve in some way or another. 19
20
21
6. SCENARIO
6.1. Vision To help foreign people living or visiting Italy, who don’t speak Italian, to understand and be understood in case of a Medical Emergency.
6.2. Motivation A medical emergency may happen anytime, anywhere, and to anybody. At that moment people could feel frustrated, scared, lost, stress out, or have any other feelings that, if the emergency situation happen in a foreign country can be worsen by the fact that most of us don’t know how to proceed. We would like to create a service in which people that are foreign to Italy, immigrants or tourist, will be able to understand what to do. Our aim is to Provide real time translation in the different places a person in a medical emergency will need to communicate to know what to do.
22
6.3. Trends
local prosthesis I’m a newcomer but i can take care of myself if i’m provided with the right tool
Know now The need to have instant information
6.4. Actor’s Map Pharmacy Employees S S N*
Pharmacy Users - Patients Post office Translators Medical Staff
Region Hospital
Servizio Sanitario Nazionale*
23
7. STAKEHOLDERS
Users Patients Companions
Friends Relatives
Companies / Institutions
Workers
Motivation
Poste Italiane
Post Office’s Employers
Deliver formats and informative papers to users
Skype
Translators
Responsible of the translation system using the internet networks
Pharmacies
Pharmacist and employers
Selling medicines to posible buyers
Hospitals
Doctors Nurses Receptionists
They have the main role in the medical system, providing assistance to patients in several situations.
Guardia Medica First Aid Operators - 118 (Ambulance staff, Emergency area staff)
Investors
They need to improve their communication with foreigners that do not speak italian Improve communication and decrease chance for errors on procedures
Motivation
Servizio Sanitario Nazionale
Is the main invester of the medical system in Italy, taking care of main necessities
Region
It looks after the medical system on a local scale, improving the system
Skype
They will provide the platform for the service to run
Chart 05. Stakeholders
24
7.1. Motivation Matrix
POST OFFICE Guarantees POST enrollment OFFICE between users and the service PHARMACY
SKYPE
PHARMACY Delivers information about where to find pharmacies To provide support on low or no emergencies helping hospitals
New application by connecting buyers and pharmacy staff
Provides platform for communication between buyers and sellers
New Applications New users’ typology New Applications New users’ typology
HOSPITAL Gives money to P.O. on a local REGION scale improving the system where necessary S.S.N.
SKYPE
Economic support on national scale
Gives money to pharmacies to improve the system where necessary Guarantees the Economic support service through on national scale economic support
HOSPITAL
REGION
S.S.N.
Delivers information about where to find Hospitals and services
Guarantees the service delivering formats and information to patients It guarantees the service delivering formats and information.
Guarantees the service delivering formats and information to patients Guarantees the service delivering formats and information to patients
Allows communication between patients and medical staff
Allows communication between patients and the system
Allows communication between patients and the system
Improves communication among patients Enhancement of service Gives money to Hospitals to improve the system where necessary
Takes care of inhabitants by improving medical service at a local scale
Economic support on national scale
Guarantees better service investing to improve coverage
Chart 06. Motivation Matrix
25
7.2. Polarities / Scenario Matrix To create our Scenario Matrix we had chosen a couple of variables and their polarities. First is the time to act, the second is communication’s typology Speaking
No Emergency
Need of be understood No time pressure Easier situations Need of be understood No time pressure Simple conversation
Need of be understood Need to understand Time pressure Heavy situation Need to understand Time pressure Fast conversation
Signals or gestures
No Emergency / Emergency Users could have several needs and exigences. These aspects are determined by their physical situation and by their state of mind. In a situation in wich there is not an emergency they do not need a well-timed support. In a low or medium emergency situation, instead, the value of the time is fundamental; in this case is important to analize also the position of other people involved in the process, such as the doctors or the nurses.
Comunication Through Signals / Speaking The relation through patients and medical staff is very important: due to the situation is possible to have different approaches. In a situation in wich there is not an emergency case, the comunication can be slow and patient, if does not speak italian, can take his time to explain his needs, may be though simple gestures or using few words. In case of emergency, instead, the role of comunication is fundamental and there is a big necessity of be understood and understand. 26
Emergency
7.3. Naming Scenarios
Speaking
No Emergency
Guardia Medica Pharmacy
First Aid First Aid Reception
The different needs that came out of the first analysis gave us different design opportunities which apply to several fields and situations.
Emergency
Signals or gestures
Guardia Medica The users that refer to this office are not in an emergency condition. They just need to be understood by the medical staff. They do not have any time pressure and are there for a visit due to a simple illness.
First Aid The emergency situation put the patient in a particular state of mind. He can not talk easily but he need to understand and, at the same time, to be understood. In these cases there is a time pressure and the communication has a big role, because could complicate the situation.
Pharmacy In this case there is not an emergency. Users go there just to ask an advice for a medicine or, if they have the medical receipt, to take it. They need to be understood during a simple conversation, that could be done also through gestures, by the pharmacist and do not have any time pressure.
First Aid Reception This situation regards those users which are in an emergency situation. They need to communicate, to understand what they have to do, expecially if they are not well informed about the standard procedures. The communication happens in a fast way, on the plan of gestures and through signals present in the hospital.
27
7.4. Competitors
7.4.1. The Servizio Sanitario Nazionale Mission Offer the sanitary assistance to patients who need it.
Activities They take care of your health status, providing all the necessaries cures.
Vision The Servizio Sanitario Nazionale manages the system covering the whole territory of the Country on a large scale. Each region takes care of their area, providing funds and solving the problems of the hospitals that are connected to them.
Direct competitors The Servizio Sanitario Nazionale results the only company of public medical assistance, so we can say that it does not have a direct competitor.
Indirect competitors Private hospitals can be condisered the indirect competitors, because they offer the same service, but for paying.
Existing solutions Few hospitals, mainly in the biggest cities like Milan, refer to some translator that work for them. These people leave their private phone and reply to the calls when are available. This service cover just few languages and there is not the possibility to use it during the whole day.
Values In Italy the Sanitary System works for free. Each customer has to pay annually his fee to receive the assistance in case of necessity, in this way there are no restrinction for receiving cures like in other Countries as U.S. 28
Users • Employees • Local citizenes • Immigrants • Tourists
Case study “Angel’s eye” - In Saint Petersbourg (Russia) have created a service for help travellers and newcomers to discover the city. Minute Sellers” - In Medellin (Colombia) in the streets is easy to find some guys that permit you to use their telephones: the price is referred to the last of the calls.
7.4.2. Skype Mission Connect people that live around the world through a service available on the computer.
Activities Make Calls, instant messages, video calls and conferences with one piece of software and save yourself the cost and hassle of setting up lots of different solutions.
Vision Any size of company can use Skype to change the way they communicate, collaborate and compete. Real-time communication tools allow your business to work better, smarter and more efficiently. Skype is a global solution that’s easy to implement and manage all your communication needs; employers will work more productively, customers can easily reach your company.
Direct competitors On the web is easy to find many free share softwares that provide a similar service. Windows Live Messenger, Yahoo Messenger and AOL Instant Messenger can connect people trhough a computer, also using a video call, but they have many restrinction for the call on phones. 29
Indirect competitors Telephonic companies that provide services for Mobile and Fixed Phones can be identified as indirect competitors. Sometimes the quality of the service result better, but users have always to pay for using them.
Values Skype for Business can be integrated into the existing IP PBX, or a regular analog/digital PBX setup. These solutions enable your PBX to be configured so the employees will be able to make Skype calls directly from their existing desk phones, without needing any new training.
Users • Employees • Emplyers • Customers • Suppliers
Case study In order to understand how “Skype for business” can improve the productivity of a company, the case of the “Parco Nazionale delle Cinque Terre” was took as referement. They have connected the whole area using this service, having as unique cost the internet network due (fee). The case of Maxim, a company that produces highperformance semiconductors, result also very interesting. They have realized a telephone network inside the company that permit to employees and external people linked to the company to make calls without any cost, being available in any part of the day and everywhere, through the service of redirecting calls.
7.4.3. Posteitaliane Mission To provide a service of communication through people who live in Italy and abroad, delivering their mail. 30
Vision The Poste Italiane corporate identity ensures a uniform, harmonious image for the business, through an integrated, coordinated marketing message that spans from the exterior appearance of company buildings, to product packaging, to company vehicles, to advertising: a coherent, unified, recognizable style.
Values It plays an all-important role for citizens, small and medium enterprises, big businesses and bodies of public administration. Each customer represents a specific request and a very important comparison at a national and international level, in order to improve the services and products offered.
Activities Poste Italiane is the leading operator in Italy in the postal services area: mail collection and delivery, printed matter and parcels, telegrams, express mail and online services. It is an innovative, competitive operator in the area of financial and payment services: post office current accounts, post office savings accounts, post office interestbearing bonds, national and international money orders, currency exchange services.
Users • Employees • Local citizenes • Immigrants • Tourists
31
7.5. Positioning Speaking
No Emergency Emergency
Signals or gestures
7.6. Swot Analysis Strenghts
Weaknesses
Easy communication in several situation Reduction of problem of misunderstanding Speeding up of the activities (buy a medicine, visits, giving informations) Feeling at ease speaking with someone of the same Country Increase the number of the operators, in order to have more language and accents. Give a feedback to each translation in order to improve the service Improve the installation of internet networks in the hospitals, pharmacies and guardia medica Opportunities
32
Misunderstanding due to strong accent Wrong translation Bad communication due to the internet connection Smart Phones’ translator Patients can be in a bad mood and be unable to use the service The idea of talking with a stranger can be a problem for some users
Threats
8. USERS Babel is a service to help foreign people visiting or living in Italy, to understand and be understood in a medical emergency. There are three groups of users of the service: patients, medical staff from hospitals, Guardia Medica, or pharmacies, and translators who enable the other to understand each other.
Patients Patients could be immigrants of tourists that happen to be in Italy and do not speak nor understand the language.
Medical Staff Doctors, nurses, helpers, pharmacists, Hospital’s receptionists
Translators Students or professionals who can demonstrate fluency in both Italian and any other language BABEL is interested to offer in its service
8.1.1. PATIENTS Personas
PERSONA 1
PERSONA 2
Latinamerican
English
Peruvian in her mid thirties, works as a housekeeper and does not speak Italian. She has gonne to the hospital but can not communicate with the doctors.
John is in his mid 20’s. he is form the UK. He is in Italy for travelling and has a mild medical emergency but he is unable to comunicate in italian.
33
34
PERSONA 3 Chinese
PERSONA 6 Philipina
Chen is in her early 30’s. She’s being in Italy for 5 months and does not speak Italian. Is enrolled to health insurance. She would like to know more about the service she enrolled.
Patricia is almost 30 years old. She arrived to Italy 7 years ago from Philippines to earn money to send back to her family. She does not speak Italian very well, but she is able to understand a bit when someone talks to her.
PERSONA 5 Brazilian
PERSONA 6 Rumano
Caetano is Brazilian; he arrived to Italy 4 years ago and has learnt enough Italian to get around. He went to the hospital but was unable to speak Italian because he was too stressed out.
Alexandru is 43 years old. He came from Romania 8 months ago. He can not speak Italian. but he works in construction and had a small accident.
PERSONA 4 Albanian
PERSONA 8 Senegalese
Ledjan is Albanian. He came in Italy 5 months ago to study at the University. He has not yet learnt Italian.
Ousmane arrived from Senegal 3 months ago. She came to work but does not speak italian yet.
8.1.2. Patient’s Journey Enroll Health Insurance
Get enrollment back on mail
Different languages offered
Get info from Web page
118
Call Phone Service
Guardia Medica Ambulance
Pharmacy
Reception. outside
Reception. Inside
Reception. TRIAGE Emergency Room
Emergency Room / Doctor’s Room
Stay in the hospital
Leave
Touch Points Places where BABEL is available Possible entrances to the journey
35
8.1.3. Touch Points
Enroll Health Insurance At this first stage, people who just arrived in Italy must go the Post office to enroll to the health insurance to be able to access medical assistance. Get enrollment back on mail After enrollment, patients will receive back in their mail a package that contains a insurance card, and a brochure with information regarding procedures, places to go, and information about BABEL’s availability. Get info from Web page Information contained in the brochure can be also found online accessing the insurance web’s page. The page will contain more detailed information, and maps of the city where to find Hospitals and Pharmacies. Call Phone Service In case of emergency people in Italy can contact 118 to ask for an ambulance or call Guardia Medica to get information of how to proceed in case of an emergency. BABEL will be available to provide translations to foreign using either service. . Ambulance In cases of extreme emergencies Ambulances provide support and transport for the ill. BABEL could be accessed by using a mobile phone enable to call via Skype, if there is the need and the possibility to communicate either with the patient or with a companion
36
Pharmacy Pharmacies can be a place to go when there is a mild emergency. BABEL will be available to enable patients and pharmacists to understand each other. Reception. outside Inside Receptions are the info points in hospitals. BABEL will be available to enable patients to find their way around avoiding frustrations in the communication process. TRIAGE Emergency Room TRIAGE is one step before seeing the doctor. Patients provide their documents and get a bracelet with a color depending on the emergency. BABEL will be available to enable the receptionist and the nurse to communicate smoothly with the patients. Emergency Room / Doctor’s Room The emergency room is the core of the journey. The place were patients would like to be understood and understand what to do. Communication is mandatory. Doctors cannot afford to do wrong judgments because they are responsible for what they prescript. In some cases doctors are able to communicate if they speak more than one language but in many cases it is not possible. BABEL will be available to allow the flow of communication. Stay in the hospital / Leave What is next depends on the situation. For those who stay in the hospital BABEL will be available 24/7.
37
8.1.4. System Flow
I feel sick
Non capisco!
Patient
Patient Pharmacy
Hospital
Doctor call babel using telephone
Pronto Soccorso Guardia Medica
Translator Doctor
Patient
â‚Źâ‚Ź Translator adds money into his / her account
38
Doctor rates translation
8.1.5. Story Board Ana Goes To The Hospital
1. Ana feels sick and goes to the Hospital
3. Looking around Ana finds a desk.
5. The receptionist points the sign of BABEL to Ana making clear the service is available
2. Ana is lost inside the hospital, she can’t understand the signs because they are written in italian
4. Ana wonders about BABEL because she remembered from the time she enrolled the health insurance that there was a service that could help her understand Italian doctors
6 Ana feels relieved and looks for her language in the board
39
7. She points at the spanish flag
9. The connection is established and the translations begins
11. Ana waits until her name gets called
40
8. The receptionist dials to establish connection with BABEL
10. Ana understand what she has to do and goes to wait in the waiting room
12. Once her name is called she goes into the doctor’s room
13. Using BABEL Ana explains to the doctor how she feels
15. Ana is happy and give thanks to the doctor
14. BABEL makes Ana feel better. Doctor is finally doing the check up
16. Ana leaves the Hospital with her prescription
8.1.6. Story Board. Ana Goes to the Pharmacy
1. Ana looks for a Pharmacy and goes in
2. Ana enters the pharmacy and notice the BABEL logo on the wall
41
3. Ana chooses her language
5. Ana gets her medicines and pays
4. The connection to BABEL is established and the translations begins
6. Ana leaves the pharmacy
8.2.1. Medical Staff Personas
42
PERSONA 1 Doctor 1
PERSONA 2 Pharmacist
He works in the hospital, he speaks a bit of English, but he can not comunicate with foreigners without a translator.
He works in the Pharmacy and he meets every day several type of people that ask to him questions about medicine, in many cases, they do not speak Italian.
PERSONA 3 Doctor 2
PERSONA 4 Receptionist
He works at Guardia Medica. He is not involved in First Aid situations, but she usually meets foreigners that ask for a visit
She works in the Reception of the Hospital. welcoming all the people that enter the hospital. She speaks three languages, but she needs of help in translating the others.
PERSONA 5 Nurse She helps the doctors and assist all the patients. In many case she has to work and talk with foreigners.
8.2.2. Medical Staff’s Journey Aproach patient Communication tries to take place Being aproached by patient
Get informed about language needed
Stablish communication with Touch Points BABEL is available Begining to journey
Translation starts
Translation enables check up / follow up / prescription
Translation finishes
43
8.2.3. System Flow. Medical staff / Nurses / Receptionist / Pharmacist Non capisco!
I feel sick
Patient
Doctor
call BABEL
Translator
Doctor
Patient
Doctor rates translation
€€ Translator adds money into his / her account
44
8.3.1. TRANSLATORS. Personas
PERSONA 1 Italian
PERSONA 2 Italian
He is a professor at High School. He took a degree in English and French and he likes to help foreigners.
He is a student at Politecnico and he took a language certificate to enter the school. He would to earn some money to improve his free time.
PERSONA 5 Italian
PERSONA 4 Italian
He is 66 and he decided to retire from work, but he feels still useful to community. So he decides to enjoy the service.
She is a Business woman and took her Degree in United States. She likes to help immigrant communities, so she entered the system.
PERSONA 3 South African She comes from South Africa and she lives in Italy from eight years. She speaks very well Italian and she applied for the service.
45
8.3.2. TRANSLATOR’S JOURNEY
Not user skype
Already user skype
Sign up on skype Sign in on BABELwith skype account Fill enrolling form
Fill Personal profile
Sign up on calendar availability Add other phone number where to send the call if not online Download BABEL pluging for Skype Get call from
Answer to a call Talk and translate to/for doctor pharmacist - nurse - receptionist Talk and translate for/to the patient Add money in account by each call
End communication Touch Points Get paid at the end of each month
46
Places where BABEL is available Possible entrances to the journey
8.3.3. System’s Flow. Translators sign up
Possible translator
download plug-in
Fullfill the form
Start getting calls from BABEL give availability on calendar
Answer from private phone
Answer from computer Translator
Patient
€€
Translator adds money into his / her account
Doctor
Doctor rates translation
47
8.3.4. Story Board Diego wants to be a translator
1. Diego is leaving school and a poster grabs his attention
3. Diego goes online and sees the information. He decides he will enroll and starts filling the forms.
5. From that moment on Diego can get phones calls from BABEL anywhere.
48
2. He takes a closer look. It is poster advertising a service where translator who speak Italian and another language are needed. Since he fits the requirements he would like to be part of it
4. Just after few minutes Diego is registred in the service.
9. SCENARIO ALTERNATIVES 9.1. The Near Future - BABEL PREMIUM In the future we picture BABEL getting very spreaded out and opening its portfolio of services. One of the new offers will be PREMIUM service. The BASIC system would remain like the original system only that it will cover more languages as needed. PREMIUM service will offer the translation directly with a Doctor. Patients will pay a higher rate to access this service. The doctor will be able not only to translate but to offer help through the phone . This service could be enhanced by the use of an Iphone or other smart phones where live video will enable the doctor to take a look at the patient without being present.
9.2. Other Contexts Since the system is designed to provide flexibility, the system is widely adaptable to other situations. The scenarios where the system will be more useful are those situations where a lot of different languages are used in the same place but should be provided by only one person/employ. First of all Foreigns offices, where the system can help foreign through paperworks; but also Tourists offices and information booths in airports, train stations and heavy frequented touristic places.
9.2.1. Foreigns/immigration offices Foreign offices is the first place where this kind of translation system could help since is the place where only few are able to speak the language of the nation he is just arrived in and foreigns are coming from several different countries in the same moment. A private system like Babel can provide a convenient service depending on the current translations needs following the ever changing immigration flows. 49
9.2.2. International airport International airports are another place where multiple languages are costantly needed in several places at the same time. The Babel system can be useful to provide all the languages needed in every place cutting the cost of multiple, dedicated, employees offering a better overall experience.
9.2.3. Tourists related services Babel can also be a great way to improve tourists experience when travelling in countries like Italy where the knowledge of other languages between the population is only partially present and only in limited areas. A personal translator could solve several of those everyday problems that a foreigner that never came to Italy can meet during his staying, for example in hotels, museums and restaurants.
10. PRODUCT SERVICE SYSTEM
Babel is a service created to help foreign people to be able to understand and be understood in case of a medical emergency. When a patient goes into a hospital, a pharmacy, or call either 118 or Guardia Medica, Babel will help translating the patients words so he or she can be helped by medical staff. Back and forth, the translation aims to enable communication between patient and any person who happens the be encountered in the eventuality of a emergency. Once a call is finished patients will be able to evaluate the translation. Evaluations follow a simple process using the keys of the phone, this will enable the system to rate translators to provide a better service 50
Translator
Patient
Doctor
10.1. How It Works 10.1.1. Technically The system works using “Skype for Business” service. Using an internet connection, all telephones on a hospital or a pharmacy will be able to call for free Babel and access its translators online. If translators are not in front of a computer the system redirects calls on private phones (mobile or not), to be able to have resources available 24/7
Nurse
Patient System
The system uses a central switchboard. When the user makes the call, using an adjunctive number to the basic code, he or she will be redirected to a secondary switchboard. This one represents the language that the user is asking for. So the system will provide automatically to redirect the call to the first user available that speaks the language requested. Redirecting will happen following several rules in order to choose the better translator available in that moment. System is set up to call by priority: • Users with higher ranking • Translator connected to Skype using a computer • Translators connected with their private phone The screening is important to reduce costs of the service and to give priority to the best translators in the system.
Nurse
€€ Doctor rates translation Patient
Translator adds money into his / her account
51
10.1.2. Economically The Servizio Sanitario Nazionale will pay Skype receiving a monthly credit in calls that each sanitary structure can use. The Region provide devices to use the service (telephones, computers, internet connections) and advertisement to recruit translators. Patients will pay the cost of the Babel service at the moment of enrolling the health insurance. Those who do not have insurance (some travelers, illegal immigrants, etc) will pay the cost of the visit, together with the translation service depending on the length of the call. Money paid by patients will pay translations an will help to cover some of the basic costs of the system. Through the Business Panel Control is possible to keep track of the minutes doing translations. This will let people know how much will they be paid for the service done.
Patients
€ Enroll Health Insurance / Tessera Sanitaria
€ Servizio Sanitario Nazionale
€ € Hospital
€ € Foreigns without health insurance
52
10.1.3. Translators Gathering translators is the first step that has to be done to be able to offer the service. To achieve this the main need is to have a wide range of people speaking different languages as to offer more options and a reliable service. Research from Cartias, a non profit organization based in Italy, shows that the number of immigrants coming to Italy is changing rapidly. Up to 2009 Italy had flows of immigrants coming mainly from 1. Romania 625.278 (persons) 2. Albania 401.949 3. Marocco 365.908 4. Cina, Rep.Pop. 156.519 5. Ucraina 132.718 6. Filippine 105.675 7. Tunisia 93.601 8. Polonia 90.218 9. Macedonia 78.090 10. India 77.432 11. Ecuador 73.235 12. Per첫 70.755 13. Egitto 69.572 14. Moldova 68.591
Babel is a service in collaboration with Skype. Skype users can find more information about the system on the main webpage. To enroll as translators they will have to follow some simple steps: 1. Register on Skype, if they do not have yet a contact. 2. Go to the Babel section and sign in the format creating their Babel profile. They will insert: - Personal data (Name, surname, Date and Place of Birth, Gender etc.) - Country of Origin - Education level - Telephone number where forward (redirect) the calls 53
- Avalaibility time - Languages spoken 3. Download the Skype’s Babel application and enter the service Is important that translators sign up on the calendar his or her availability, to allow the server to know when they will be available. If translators are not connected with a PC they can receive calls directly on their private phone (mobile or not).
10.1.3.1. Translators Typology This service aims to gather a high amount of translators to have a reliable service. The level of education of the translators is important: it allows to have a better service, minimizing misunderstandings or translations mistakes. Profile of people enrolled can vary. People expected to enroll include • Students attending Language Course Degree • People with a language certificate or a Degree in language (University students, workers or retired senior) • Foreign who besides his or her original language speaks Italian To demonstrate understanding and speaking skills translators will add in their profile information about any language certification they may have; system will verify accuracy of information provided. Some Speaking and listening testing could be done based on the profile.
54
11. DESIGNED TOUCH POINTS 11.1. Website Translators Enrollment Homepage
Plug in download
55
Functions 1
Continuation Functions 1
56
Functions 2
Continuation Functions 2
57
Registration
11.2. Skype Plug-in
Skype Interface
58
Plug-in Set Up
Availability calendar
59
11.3. Poster To get translators interested
Entra anche tu nel mondo di Babel, registrati su www.babel.com e guadagna partecipando al servizio di traduzione per gli ospedali italiani.
è un progetto realizzato in collaborazione con
60
12. VALUES AND BENEFITS OF NEW PSS
12.1. The User The user will be able to obtain a personal translator anytime he will need it for a cheap price. The user that will obtain more benefits are the ones that needs more help in the translation process because he doesn’t know the language at all or because his original language is very far from his culture (west-est)
12.2. Other Stakeholders The SSN (and regions) The SSN will be able to enhance almost all the regular activities provided to foreign people unable to speak Italian with a limited cost and an high level of efficiency (high number of translated languages) especially those languages of immigrants that usually comes in waves and that are hardly manageble. The OPERATORS that works directly with the public will be able to provide a better service in a smaller amount of time thanks to a quick translation process mediated by a smart human being instead of a dumb machine. The TRANSLATOR will be able to have an income out of his skills and he will be able to work with the system with a lot of flexibility since he can decide to start and stop to work without any schedule. Also the translator will have the chance to keep his language knowledge updated and trained since he can work/use the service also everyday for a small amount of time. SKYPE will be able to provide to its already existing users a reliable translation system and provide at the same time a way for them to gain money. Also the company itself will have additional revenues from the new service. 61