THE PROCESS BOOK THE CENTER CITY STROLL
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CENTER CITY STROLL
TABLE OF CONTENTS
The Design Thinking Process - Define - 2 Problems - Ideation - Research - Prototype - Choose - Implement
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CENTER CITY STROLL
THE 9 NINE BUILDING BLOCKS
EXPLANATION OF THE NINE BLOCKS... 1. CUSTOMER SEGMENT Unhappy people in the city (visitors, locals, tourists 2. VALUE PROPOSITIONS Brighten up the mood of the city by creating a new system 3. CHANNELS Visual Campaign, Event, Buildings, Website, Kiosk 4. CUSTOMER RELATIONSHIPS Maps, brochures, phone numbers, websites, flyers, tshirts 5. REVENUE SYSTEMS Non-profit, city funded, sponsorships 6. KEY RESOURCES Community, local restaurants, shops, and parks 7. KEY ACTIVITIES Community groups, local artists, musicians, crafters, store owners, tour guides 8. KEY PARTNERSHIPS Tours, community walks, roadshow to other surrounding areas and/or cities 9. COST STRUCTURE Non-profit
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DEFINE- 10 PROBLEMS . Decide what issue you are trying to resolve . Agree on who the audience is . Prioritize this project in terms of urgency . Determine what will make this project successful
Keep Trash off the Streets Audience- Citizens of the city Semi-Urgent
Putting more noticeable trash cans and recyclers around the city
Public Bathroom / Train station Train Passengers Semi-Urgent Allow customers to use public bathroom
Sidewalk Stopping Area Tourists Semi-Urgent Allow tourists to stop at certain
Parking Signs Drivers of the city Semi-Urgent
Didn’t have contradicting signs to confuse people Don’t have more than one sign in one area
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Panhandling in Street of Philly Visitors and tourist traveling in the city Urgent It is dangerous for bums to be on the streets
Cracks in the sidewalk Everyone Urgent
Don’t plant trees in heavy traffic volume sidewalks
Public Housing Low Income Families Urgent
Find low income neighborhoods
Cab Drivers Everyone Urgent
Vacant / No Vacant signs
Sanitation Hand Outs Everyone Urgent
Keep the city clean and healthy
Sidewalks (Positve Moral) Everyone Semi-Urgent Keep people happy and friendly
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TWO FINAL THOUGHTS Sidewalk Stopping Area Audience- Tourists Semi-Urgent Allow tourists to stop at certain areas to take in their surroundings and admire the city and buildings/mural. They won’t hold up other walkers getting to their own destinations.
Sidewalks (Positive Moral) Audience- Everyone Semi-Urgent Draw positive messages before crosswalks and other areas around the city. Keep citizens happy and friendly while walking through the city on their daily commutes to work and or walks.
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THOUGHT RESEARCH A website I found was treehugger.com It had alot to do with bettering a city and their community. NYC had a period in 2008 that allowed for jogging, walking, cycling, yoga, and other fun out door activities that allowed for the community to come together and be happy. Business week rates the 10 unhappiest cities in the US. Philadelphia is not in the top 10. Why the unhappiness?? People tend to aim for perfection and allow negative voices and all around negativity influence. They compare what they have and own to others. The United Kingdom has a “Happy City” initiative. It consists of making a part of the city a brilliant place. It designates a week full of workshops, events, discussions and happenings. They celebrate what makes you happy. It also connects you with other people to make bright ideas reality. The discussions include the roots of fruits of happiness, learn from our elders and respect to the youth, positive or negative media, and the business of happiness. It also includes art, theater, and music. It has many other events and happenings that you can do. I believe Camden and Philly could benefit from a week long event. There is no reason why people walking down the street should look so miserable and unfriendly on a daily basis. Where is your smile?!?! It takes more muscles to frown than to smile. Hasn’t your mother ever told you that. There are rules and regulations and protocol which are unspoken but understood by its rulers: the walkers. On sidewalks in the city the only rule to is to move quickly and accurately. No serpentining, no running, and no getting close to other fellows walkers. Move quickly. Pedestrians don’t want other pedestrians to dilly dally in the middle of the street when they are transfixed on a building or mural. Avoid sidewalk rage. This may consist of a walker who has stolen our path from right in front of us. This may piss you off!! We should come up with a designated area for people to stand or sit where we may take in our surroundings and not hold up others in a hurry.
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IDEATION SKETCHES . Identify the needs and motivations of your end-users . Generate as many ideas as possible to serve these needs . Log your brainstorming session . Do not judge or debate ideas
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EMPATHY MAPS . Empathy Map is a tool developed by visual thinking . Tool helps you go beyond a customer’s demograpic charateristics and develop a better understanding of envirnoment, behavior, con cerns, and aspirations
Samantha, 45 Black female tourists who is married and an Art Historian.
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Leah, 35 White female citizen who is divorced and unnemployed.
RESEARCH . Review the history of the issue; remember any exiting obstacles . Collect examples of other attempts to solve . Note the project supporters, investors, and critic . Talk to your end-users, that brings you the most fruit ideas for later . Take into account thought leaders’ opinions
Summer Streets / New York City How to make Cities for People 1. Lead 2. Action 3. Culture 4. Creativity 5. Acupuntura Urbana 6. If you build it, they will come 7. Start with the children
How to Walk in New York The Happy City Initiative
Happiness Walk Walking makes you healthy AND gives an opportunity to see the world through a different lens. Guided Happiness walks will help you curious, help you learn, get you interacting with place and people differently and having fun.
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CAR FREE ZONES
A crowd enjoy the afternoon by eating and relaxing in the street of New York City.
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Citizen walking the streets of Japan where no cars are permitted.
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IMAGES OF THINKING SUMMER STREETS, NYC
People involed in Summer Streets NYC. The roads are shut down for biking, walking, and play.
Children and adults playing double dutch on 5th Avenue, NY.
New Yorkers hullahooping on the steets of NYC.
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W H A T I F. . .
What if there was a designated area to stand? What if people don’t understand and don’t use this invented space? What if there was something to make people in the city smile when thy saw something? What if there was a common element in the city that sparked an interest in the citizens to communicate with each? What if we made the city people more involved in this space we call Philadelphia or Camden.
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PROTOTYPE
The Center City Stroll
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Buffalo Exchange
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The Center City Stroll
Buffalo Exchange is unique because clothing and accessories are bought, sold and traded locally with store customers. Bring in your former favorites for trade or cash on the spot! Our ever-changing inventory includes designer labels, vintage, jeans, leather, current basics and one-of-a-kind items. You'll also find brand new merchandise and accessories.
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CHOOSE Looking around Philly made me realize all the problems that the city currently undergoes on a daily basis. As I looked around I noticed the importance of peoples attitudes and they way they presented and carried themselves. It seems to be a big issue of unhappy people, which are infested in the streets of Philadelphia. By defining this problem, I began researching every aspect of it. I researched programs other major cities had in place that boosted city moral. I then began to identify the needs and to serve others to solve this problem. I wanted to get people in the city involved in a fun quirky activity. It would boost the moral of visitors, locals, and tourists. The solution is “The Center City Stroll”. The object is to create 3 different trails or route to visit and become knowledgeable about different places around the city. The three main tours are the hipster, the tourists, and the city goer. They would have headphones and a smart phone that would show the different places they would visit in Center City. For example the individual would arrive at a set place where they would receive a pair of earbuds or bring a pair of their own. They would also receive a free tshirt to wear during their stroll, which would make others want to embark on this new journey. They would download the application to their phone to put them on the journey around Center City. The hipster spots could include a vintage shop (Buffalo Exchange), a restaurant (The Continental), yoga place, coffee shop/café, etc. The program could run along with the SIPS event June-August to promote restaurants or other stores willing to participate. Everyone is always looking for something fun and new on a beautiful summer day in the city. Why not take a new journey to cool new places that you may have not found normally!
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POSTER
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T-SHIRT
The Center City Stroll
THE CENTER CITY STROLL
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the hipster
APP
Take a stroll around Philly’s greatest neighborhood !
The Center City Stroll
What kind of stroll taker are you?
Likes trying new coffee Wearing / Finding new vintage trends enjoys trying new food music enthusiats exploring historic buildings Avid beer drinker
CCS ➥
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CENTER SPRING CITY2012 STROLL