City as a service: how to design new urban experience Mikhail Belyaev | Aventica Yegor Korobeynikov | Aventica
October 3nd, New York City
Competition for human capital among cities has become the key driver for development today
Global competition for high-skilled professionals e xa m p l e
Competition for IT-specialists
At t r ac t i o n centres
G r e at B r i ta i n 860k 1,3 % USA 3,6m 1,1 %
Germany 950k 1,1 %
Israel 220k 2,8 %
Churn centres
Ru s s i a 400 k 0, 3 % China 2m 0, 3 %
India 2, 8 m 0, 22 %
% T h e p e r c e n tag e o f p o p u l at i o n e m p loy e d i n IT
International migration Every 7th person on Earth is a migrant
Aging For every new person entering the job market there are two — retiring
Today cities, not states compete for people
Berlin
Dubai
Dublin
Patterns and expectations
The way people use city is changing faster than cities themselves
Cities absorb best business practices and tools Competitive analysis
Strategy and planning
Segmentation
Branding
Crowdsourcing
And now it’s high time for service design
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 Management NYC, 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 C o m m u n i c at i o n s
U r ba n D e s i g n
Transport
Pub l i c s pac e s
Pub l i c U t i l i t i e s
Experience-based approach C o m m u n i c at i o n s
U r ba n D e s i g n
Transport
Pub l i c s pac e s
Pub l i c U t i l i t i e s
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
Macro-level
Challenge: how to attract high-skilled professionals to the city without anything
Approach: future residents segmentation via personas and lifetime scenarios analysis Ka l i n i n g r a d v o lo g da M o s c ow
Perm Ka z a n
s u r gu t
Innopolis
Novosibirsk
Creating vision for ideal city never being there before Market Research Online Community Verbal and image associations
Photo collages of their own and ideal cities
Set comparison
Collective citizen journey and mind-mapping
Thematic apperception test
Brainstorming
Personas Ideal residents Students
True companions
Employees
Willy-nilly residents
Service staff
Visitors
Service staff
Ideal residents True companions Willy-nilly residents Students Employees Service staff Visitors
Willy-nilly residents Employees Service staff
Citizen journey for newcomers 1 L e a r n s ab o u t the city
2 Visits the city for the first time
4 M ov e s to t h e c i t y
8 changes residence
7 Pa r t i c i pat e s i n c i t y d e v e lo pm e n t, recommends the c i t y to h i s / h e r friends
3 C o n s i d e r s m ov i n g to t h e c i t y, lo o k s for a job and ac c o m m o dat i o n
6 W o r k s , r e l ax e s , d e v e lo p s p e r s o n a l ly a n d p r o f e s s i o n a l ly
5 Sets up home, arranges formalities and da i ly r o u t i n e
Solution: Services for visiting city and making process of relocation easy for each persona
Citizen journey for newcomers 1 L e a r n s ab o u t the city innomedia r oa d s h ow
2 Visits the city for the first time innopolis id innopolis weekend
3 C o n s i d e r s m ov i n g to t h e c i t y, lo o k s for a job and ac c o m m o dat i o n 10 000 r e s u m e
4 M ov e s to t h e c i t y
8 changes residence
innopolis p l ug -a n d - p l ay
7 Pa r t i c i pat e s i n c i t y d e v e lo pm e n t, recommends the c i t y to h i s / h e r friends
6 W o r k s , r e l ax e s , d e v e lo p s p e r s o n a l ly a n d p r o f e s s i o n a l ly
5 Sets up home, arranges formalities and da i ly r o u t i n e
Mid-level
Challenge: how to develop infrastructure and services in the city without enough residents
City services map Basic services
Urban environment
• Shops • Domestic services • K i n d e r ga r t e n s / Schools • H e a lt h c a r e a n d b e au t y • Sa f e t y
• Pub l i c S pac e s • Transport • Waste collection • U r ba n Design • Pub l i c Utilities
Entertainment Communication services services • Events • Cinema • Ca f é s a n d r e s tau r a n t s • Sports • Volunteering
• Needs and inquiries • F e e d bac k • N ot i f i c at i o n s • Civic e n gag e m e n t • M o n i to r i n g
Approach: demand analysis and productmarket fit Solution: “cloud� infrastructure on-demand
Concierge Service unified interface of interaction revealing actual needs and gathering feedback functional silos demolition
Citizen journey for newcomers 1 L e a r n s ab o u t the city
2 Visits the city for the first time
4 M ov e s to t h e c i t y
8 changes residence
7 Pa r t i c i pat e s i n c i t y d e v e lo pm e n t, recommends the c i t y to h i s / h e r friends my i n n o p o l i s . r u
3 C o n s i d e r s m ov i n g to t h e c i t y, lo o k s for a job and ac c o m m o dat i o n
6 W o r k s , r e l ax e s , d e v e lo p s p e r s o n a l ly a n d p r o f e s s i o n a l ly 36 5 e v e n t s r e s tau r a n t w e e k meetups and workshops
5 Sets up home, arranges formalities and da i ly r o u t i n e concierge service city in the pocket
Micro-level
Challenge: create day-today experience in a wide range of touchpoints, that exceeds expectations
Insights parents want to know when their child came to school
parents want to be sure that their child hasn’t lost his/her pocket money
parents want to be sure that their child has had lunch
children want to keep their money from seniors
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
Journey A n a ly s i s
F r ac ta l citizen journey
to u c h point h ub
s e g m e n t tw o
segment one
Urban Experience Design Approach
data
data
Journey A n a ly s i s
data u r ba n a n a ly t i c s
4 layers of urban experience Social interactions information and data Services Physical realm
Fractal citizen journey S tag e 1
macro
mid
micro
S tag e 2
S tag e 3
Touchpoint hub
Urban data set N ow​
Focus groups Surveys Temporary use Citizen journey maps KPIs Telegram Crowdsourcing Concierge service inquiries Ethnography Anthropology Benchmarking Web analytics Business cases Impact analysis
Upcoming
CCTV Built-in analytics Sensors Mobile operators data Bank transaction data
Journey Analysis KPIs use case business case impact analysis
Urban experience design aims to transform the city for anyone to the city for everyone