PSSD POLIMI
TEAM Ece Batur
Product Designer
Xueqing Miao Product Designer
Carla Procida Interior Designer
CONTENTS CHAPTER 1 RESEARCH & CONCEPT GENERATION 01.ABOUT DERGANO
Julia Bertoncello Product Designer
Federico De Luca Product Designer
Buse Rodoplu Interior Architect Product Designer
Xinyi Yao
Product Designer
02.CO-DESIGN SESSION 03. PROTOTYPE SESSION
CHAPTER 2 AD.DERGANO SERVICE SYSTEM DESIGN 01.WHAT 02.WHO 03.HOW
Giulia Mangolini Product Designer
Xiaowen Yu
Product Designer
04.FEASIBILITY & FINANCIAL PLAN 05.DIGITAL STRATEGY 06.NEXT STEPS
01 Ad.dergano
Ad.dergano 02
CHAPTER
1
01.ABOUT DERGANO FATTO IN DERGANO
FATTO IN DERGANO
RESEARCH & CONCEPT GENERATION 01.ABOUT DERGANO
Ad.Dergano is part of Fatto in, an ambitious project on Social Innovation through service design involving four districts of Milan. The projects are developed with the contribution of citizens to improve the quality of life of the neighborhoods. Starting from the reflection on how Service Design can produce social innovation and impact, as well as the responsibility of designers in a real-life context, students have created services and products to regenerate public space, reinforce local identity, develop virtuous connections and facilitate the sharing of local specificities. Particular attention should be given to the design process that, through specific tools of participated design, highlights the needs and opportunities of each individual context, making the inhabitants protagonists and not only recipients of the action.
-FATTO IN DERGANO -DESK RESEARCH -FIELD RESEARCH -MAIN INSIGHTS -OPPORTUNITIES 02.CO-DESIGN SESSION -HOW PROJECT IDEA WAS BORN 03. PROTOTYPE SESSION -DEVELOP AND PROTOTYPE IDEA -PROTOTYPING VIDEO
03 Ad.dergano
FOLLOW @FATTOINDERGANO
#fattoindergano
Ad.dergano 04
01.ABOUT DERGANO
01.ABOUT DERGANO
DESK RESEARCH
FIELD RESEARCH
BASIC INFO Small and medium shops: 220 Firms: 153 Central Areas Via Imbonati Via Bovio Piazza Dergano Neighbourhood based associations: 20+
*Form PGT 2013
SHADOWING
Understanding behavior of people into natural environmentUnderstanding behavior of people into natural environment
22.1k
CITIZENS
35%
FOREIGNERS
ABOUT DERGANO
Dergano is a very active neighbourhood, small and scarcely visible due to its proximity with better known districts. It is located strategically outside the city center but not too far from it and is very well connected with the rest of the city through the metro line. The connections, though, are just outside of the neighbourhood, making it even more hidden. It is a multicultural district with more than twenty two nationalities living in the area. In the neighbourhood there are many associations but their presence is not so evident inside its social fabric and they don’t manage to collaborate effectively.
CHARACTERISTICS OF DERGANO Industrial and Commercial Vocation
Presence of Families
Passionate Associations Presence
Active CItizens
Multiculturality
Hidden Potential
05 Ad.dergano
Ad.dergano 06
01.ABOUT DERGANO
FATTO IN DERGANO
INTERVIEW
FIELD RESEARCH
Feelings about the neighborhood
Citizes and workers in Dergano
Dergano has become better and better in the last years. Green areas are very well cared of and respected, and when this doesn’t happen, the problem lies in behaviours of people from every country, including italians, who do not give the right example to others. People from other ethnicities sometimes show little efforts in integrating. Dergano is full of cultural associations, but finding time to take part in local events is hard. The district is like a little village on a more human scale, and small craft realities contribute to this feeling. The feeling of being in a little village is felt especially thanks to the fact that everybody really helps each other, whatever is needed. Even when services are lacking, people don’t need to go somewhere far in Milan’s centre, because they will always find someone in the neighborhood to help them. Intervention in Dergano’s square is pointless and dangerous because it gives chances to people to get drunk there. Every new project has to be the logical and clever consequence of the needs of the citizens, they need to have a real value for people.
Profile
How can integration happen?
Viviana lives and works in Dergano and is a close friend to Vissia. Their favorite places in Dergano are the main square and Nicolò Savarino park. They hope in a better integration of ethnicities in order to better appreciate the diversity.
Integration is a complex issue. It is a process that starts from oneself and from each other’s will, and if this effort is not made it is very difficult for other to help. Rules should be respected by everyone, but if italians are not able to show how to behave, we cannot expect others to do so. Cultural activities can really help the integration, but people need to take the initiative to participate.
QUESTIONNAIRES & INTERVIEW
Adsorb detailed information about the neighborhood, habitants history, lifestyle and culture. QUESTIONNAIRE Daily places 1.Why is Dergano divided in “all residential” and “all shops” side? 2.Why no one, both italians and foreigners, feel responsible for giving the good example (ex. For dirty streets)? Abandoned spaces 1.Why these spaces are not being used? 2.Is there any bureaucracy that stops people from exploring and using these spaces? 3.Do they need some permit to use courtyards between their buildings and organize events of local aggregation? 4.Why does it seem that people do not care about the spaces around them 5.Who paints the graffiti? Artists, local youth etc? Does municipality provide them space? Space Perception in Dergano 1.If almost everybody is proud to live in Dergano, why don’t they communicate their love for the place to others? If they do it, how do they do?
FATTO IN DERGANO
2.Why some foreigners do not care about their neighborhood in sense of keeping the area clean and beautiful? What is their motive to act the opposite? Integration 3.What do foreign communities think about it? (about all the questions we are asking) 4.How does the local associations communicate with the community in Dergano? Which channels do they use? Visibility & Leisure 1.Could big events be held in Dergano? Is there structure for this? 2.Why bars, pubs don’t exist in here? 3.Are citizens of Dergano afraid of it becoming the “new Isola” (ex. if rents get higher) or do they want more visibility? 4.Is there any organization for elderly people? What do they do? 5.How, where and why do children move around Dergano? 6.How does the different cultures live/enjoy their special days or festivals in Dergano? How/Where they come together in the neighbourhood?
Mariano is a young worker who has been living in Dergano for 5 years, in the main square. He is positive about the future of Dergano,
❝
Beauty brings quality of life, in my opinion
❞
fatto in DERGANO
1st Assignment Ece Batur, Julia Bertoncello, Federico De Luca, Giulia Mangolini, Xueqing Miao, Carla Procida, Buse Rodoplu, Xinyi Yao, Xiaowen Yu
Master in Product Service System Design | Final Synthesis Design Studio Sect. 2 Professors: Liat Rogel, Sergio Galasso, Paolo Landoni, Marc Garcia Fortuny Tutors: Serena Liagi, Elisa Saturno
INTERVIEW
The Municipality, that is next to the centre, helps, collaborates with and promotes the activities of L’Amico Charly Onlus. This is a centre of aggregation for the neighborhood, but it’s not the only one. Another important one is the Oratory, that is the part from which Dergano is having a process of rebirth, with little shops and crafts activities. The little shops and artisans contribute to a feeling of being in the 70’s. This is a positive feeling, also because everyone knows each other, and helps each other. Dergano in general is a very lively neighborhood. The centre would need more visibility, because a lot of people still don’t know it, despite having started almost 10 years ago.
How does L’Amico Charly improve life in the neighborhood?
Paolo, 42
Coordinator and educational responsible of L’amico Charly Onlus
The centre is open from Monday to Friday and kids from 11 to 19 years old can access. KIds are mostly from Dergano and other close neighborhoods. The centre is a big help not only for problematic pre-teens and teens, but also for aggregation and integration. The centre offers a variety of activities to these kids, from sports to homework support, from music recordings to a radio project. All these activities involves not only university students as teachers, but especially local volunteers.
Profile
What Dergano needs is projects that will bring people together for real, and this can be its new identity. This should also be the aim of architects and designers, also aiming at improving the integration between different ethnicities. This can happen in the districs, but the first action has to be to give esthetic dignity to these places, because beauty sometimes can be a very good starting point. Trees and plants are a good idea to implement. Finally, abandoned spaces should be regenerated first, before building anything new.
Paolo works in Dergano for the main centre for youth aggregation.
M3 Dergano M3 Dergano
❝
M3 Maciachini
❞
1st Assignment Ece Batur, Julia Bertoncello, Federico De Luca, Giulia Mangolini, Xueqing Miao, Carla Procida, Buse Rodoplu, Xinyi Yao, Xiaowen Yu
07 Ad.dergano
Areas frequented (yellow) areas avoided (red).
Feelings about the neighborhood
Our centre of youth aggregation needs more visibility, a lot of people from the neighborhood still don’t now us.
❞
Areas frequented (yellow) areas avoided (red).
fatto in DERGANO
M3 Maciachini
Mariano sees the future of Dergano in a very positive way. It has a lot of potential especially socially-wise. Little squares and courtyards between houses can become the set for this aggregation to become reality. Temporary acts of care towards these courtyards and garden are already happening in Dergano and this is the right direction to make Dergano reach its own identity. Dergano should focus on characterising itself for the will of citizens of being together. One special example is the Via Dolce Via Festival. The new regeneration of Dergano’s square is very appreciatable, but associations should activate to actually give people a meaning to go to the square. Unfortunately at the moment these initiatives mainly involve the italian community. Dergano does not offer any place for youngs to spend the evening/ night there, so he often moves in other districts. Apart from this, Dergano doensn’t lack ordinary services, and it is absolutely not a dangerous to walk alone also at night.
How do you see the future of Dergano?
Profile
❝
Feelings about the neighborhood
Citizen in Dergano
M3 Dergano
Integration is something personal that needs to start from oneself. Cultural activities can improve integration.
FATTO IN DERGANO
INTERVIEW
Mariano, 34
Viviana and Vissia, 47 and 45
Master in Product Service System Design | Final Synthesis Design Studio Sect. 2 Professors: Liat Rogel, Sergio Galasso, Paolo Landoni, Marc Garcia Fortuny Tutors: Serena Liagi, Elisa Saturno
fatto in DERGANO
1st Assignment Ece Batur, Julia Bertoncello, Federico De Luca, Giulia Mangolini, Xueqing Miao, Carla Procida, Buse Rodoplu, Xinyi Yao, Xiaowen Yu
M3 Maciachini
Areas frequented (yellow).
Master in Product Service System Design | Final Synthesis Design Studio Sect. 2 Professors: Liat Rogel, Sergio Galasso, Paolo Landoni, Marc Garcia Fortuny Tutors: Serena Liagi, Elisa Saturno
Ad.dergano 08
01.ABOUT DERGANO FIELD RESEARCH
01.ABOUT DERGANO FIELD RESEARCH
CULTURAL PROBES
Collecting daily information about the routine of people living and working in Dergano.
PLACE Commercial areas Offices Piazza Dergano Residential areas Green areas Abandoned areas
SERVICE Shopping (Markets) Education Associations Cult Fitness Theaters Events Local Authorities Craftmanship
09 Ad.dergano
Ad.dergano 10
01.ABOUT DERGANO MIAN INSIGHTS & OPPORTUNITIES
02.CO-DEISGN SESSION HOW PROJECT IDEA WAS BORN
HOW PROJECT IDEA WAS BORN MAIN INSIGHTS
About the community: Strong sense of community, as if Dergano was still a small town. “Proud of living in Dergano�
Ad.Dergano is born as a university project for the social development of the district of Dergano. The team has conducted several interviews and co-design sessions. The idea we are developing first came to mind during the very first co-design session: we presented two other concepts to the associations invited. It has been the first time we met them all together and we realized that they did not knew each other, and identified in this a problem, but also a design opportunity.
03.PROTOTYOE SESSION DEVELOP AND EXPERIMENT IDEA PROTOTYPING WORKSHOP
During the last one month and half, there have been several other moments that were crucial for the development of the project idea, and we believe that those are the ones have been the days we spent time with the associations. Among these, a service walkthrough prototype, two prototyping workshops and a platform drafted mockup prototype. We have discussed important aspects with the end users, and we proceeded towards the current service definition thanks to their feedbacks and following iterations.
OPPORTUNITIES
Opportunities about participation: Involve the community to take care of their neighborhood, engage into the organization and participation of events and festivals. Opportunities about awareness: Create more visibility of Dergano neighborhood to outsiders, exploring the existing positive aspects of the area, such as multiculturality and its history.
11 Ad.dergano
VIDEOS OF PROTOTYPE SESSION CO-DESIGN VIDEO https://vimeo.com/303911972 Prototype Ad.Dergano 23/11/2018 https://vimeo.com/305491328 Ad.Dergano Service https://vimeo.com/304931842 Video Prototype Session 06/12/2018 https://vimeo.com/304928333
Ad.dergano 12
PSSD POLIMI
CHAPTER
03.HOW -SYSTEM MAP -USER JOURNEY
2
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-STORYBOARD
AD.DERGANO SERVICE SYSREM DESIGN
-TOUCHPOINT MAP -TOUCHPOINT WEBSITE -WORKSHOP: HOW IT WORKS -TOUCHPOINT IN DERGANO
01.WHAT
-BLUEPRINT
-AD.DERGANO DEFINITION
04.FEASIBILITY & FINANCIAL PLAN
-VISION/MISSION/AIM/VALUES
-DESCRIPTION OF COMPETITORS
-OFFERING MAP
-BENCHMARKING
-SERVICE VALUES
-POSITIONING MAP
-PACKAGES
-COMPETITIVE ADVANTAGE
02.WHO
-SWOT ANALYSIS
-STAKEHOLDERS MAP
-MARKET ANALYSIS
-OUR TARGET
05.DIGITAL STRATEGY
-MAIN PARTNER
-MARKET ANALYSIS
-EXTERNAL COLLABORATORS
-BRANDING
-LOCAL PARTNERS
06.NEXT STEPS
-PERSONAS
-ENGAGEMENT PLAN
-ROLES IN THE SERVICE
-SCALABILITY OPPORTUNITIES
-ORGANIZATION CHART
-GANNT CHART
Ad.dergano 14
01.WHAT
01.WHAT
Ad.Dergano is a communication agency that enables the associations in Dergano to improve their communication skills, both online, in its website, through templates, guidance, tutorials and online assistance, and in person, through workshops held by students of Communication Design of Politecnico di Milano.
OUR MISSION
AD.DERGANO DEFINITION
Ad.Dergano aims at sharing knowledge with the local associations and empowering them to apply on their own what they learned. In the website of Ad.Dergano are able to modify the outcomes of their work through time and to keep up-to-date on what concerns advertising and communication. The service leverages on the expertise of Communication Design students from Politecnico di Milano, that will have the possibility to do their (paid) internship there and engage in projects that are applied and realized in a real and close context. Their role inside the agency is to develop the content in the website and to hold the workshops for the associations. This solution aims at increasing the visibility of the neighbourhood and its associations both inside Dergano to the less active residents, and in the whole city of Milan. Moreover, it will naturally improve the connection and collaboration within the local associations.
15 Ad.dergano
VISION & MISSION & AIM & VALUES
The mission of Ad.Dergano is help and empower associations in Dergano, sharing with them knowledge and tools, through workshops, classes and online tools on its website to enable them to create their own advertisement and generate a larger engagement into their associations activities and events.
OUR AIM
Our aim is to share with them our knowledge about Communication Design instead of delivering predefined strategies and products, to help them to express themselves on their own and with their own voice.
OUR VALUES
Reliabilityc / Ommitment / Motivation / Respect / Integration.
Ad.dergano 16
01.WHAT
01.WHAT
THE OFFERING
SERVICE VALUES
OFFERING MAP
The main offering of Ad.Dergano regards visibility: from one side we want to share our knowledge about communication and graphic design, from the other we offer a showcase of all the events happening in the neighborhood. The second offer is directly visible in the homepage of the website of Ad.Dergano as a scrolling banner. There is, in addition, an "events" section in the website in which all the events are listed, and can be filtered by date or subject.
WHAT WE OFFER
At the very bottom of the Map, are shown the more tangible offers, that are explained in more detail here. •Templates and tools that comes with a guide of how to use it and suggestions (what to do or not to do). •Consultancy with one person from our agency and one student. •Online video tips on specific subjects they might need a help, such as: adding a new cover for the facebook page, or creating instagram stories, etc. •Workshops that require a tutor, such as: video planning/making, photography, “disruptive” advertising, branding, business strategy, social media strategy, etc.
SERVICE VALUE FOR ASSOCIATIONS
-Lower cost in comparison to competitors -Progressive autonomy to create and manage their advertisements. -Constant update in emerging trends, social media and technology. -Get in contact to Ad.Dergano partners (renting tools directly) -Gain a bigger interaction with other associations -Larger awareness of events and activities happening in the neighborhood.
SERVICE VALUE FOR STUDENTS VISIBILITY BUILDING
Sharing of communication-related knowledge Tools to use autonomously
Sharing of events happening in the neighborhood
Face-to-face mentoring
Online guidebooks and tips
• Consultancies • Workshops
• Template guidebooks • Video tips
17 Ad.dergano
HANDS-ON WORKING EXPERIENCE
Extra-curricular internship for PoliMi Communication Design Students
-Internship opportunity -Salary and CFU credits for university -Possibility to have Open Badges Certification -Easy access to Ad.Dergano due to its partnership with Polimi -Increased understanding of associations background and neighborhood offering
Online showcase of events
Ad.dergano 18
01.WHAT PACKAGE
01.WHAT PACKAGE
THE INITIAL QUESTIONNAIRE
To have a package of classes and templates delivered to them, the associations will have to fill a questionnaire. The questions in it will address what the users want to create, what is their target and, most importantly, what are their competencies and the levels of these. In the questionnaire, the needs of the associations will be divided in categories and associations will choose what they want from them (video, logo, printed advertisement - flyers and folders -, digital advertisement - social media and web -). They will also have the possibility to add extra information or needs that are not listed, and the agency will evaluate the request. After they filled the questionnaire, the two packages will be automatically created, and they will be able to choose if they want to purchase the premium or the basic one. When the association makes a specific request that is not yet available, the agency will have a maximum of three days to reply if they are able to provide material for the users’ need or not. The packages are formed by the specific services we provide: •The Template editor (comprehending guidebooks on how to use them and video tips) •The consultancies •The workshops
BASIC:
In this package associations will find: •Half of the templates available in the website •One tailored physical consultancy •The use off the website templates editor for 2 months
TEMPLATE EDITOR
To create videos and static advertisement, the users will use the editors on the website and will then be able to download (in formats such as PDF, JPEG, PNG, MP4, WMA) the finished work and share it online and offline. The associations can purchase a package every time they have needs to solve or, after they bought the first one and it has expired, they can choose to use only the template editor in the website and pay for workshops and consultancies separately. To use only the template editor and guidance tools, they will have to pay a small monthly fee (30€).
WORKSHOPS
Where they edit the materials? They edit online in our website. They can download in PDF, JPEG, PNG, MP4, WMA formats. If they don’t want to buy extra packages, but they still want to keep using the website template modifier, they pay a fee (HOW MUCH) for each month they want to use the website.
The price of the Basic package is fixed, and it will be of 250€
PREMIUM:
BIn this package associations will find: •All the templates available in the website •Three tailored physical consultancies (they can use less if preferred) •The use off the website template editor for 4 months •One workshop with a discount of 10% The price of the Premium package will comprehend a fixed amount, 450€, and a variable part calculated on the price of the workshop(s) selected.
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CONSULTANCY
Consultancies are an important part of the offering, especially in the basic package, because are the main moment in which students and associations can discuss about what the associations create and answer the possible questions. Consultancies will have a fixed price of 85€, when purchased separately. Ad.dergano Ad.dergano 2020
02.WHO
L A
CT E IR D
SUPPORTERS
INTERNAL
EX TE RN AL
I
T EC IR D N
EX TE RN
STAKEHOLDERS MAP
CONTRIBUTORS
PARTNERS
ASSOCIATIONS
INVESTORS
MEDIA PARTNERS COMMUNICATION DESIGN MASTER STUDENTS
21 Ad.dergano
Ad.dergano 22
02.WHO
02.WHO
OUR TARGET
LOCAL PARTNERS ASSOCIATIONS Our main target are the existent associations of Dergano, that are currently working to improve the local’s life-quality, adress environmental issues solutions and create a more cultural neighborhood in the area. With the research carried out, it was possible to identify that those associations have a big role in the neighborhood, being currently very active there. However, they can not reach and attract more people to their events and activities due to its communications limitations.
CINE FACILITY
02.WHO
Cine Facility is a supplier of services and rental equipment for photography, Filmmaking, events & concerts and other activities. They are located in Bovisa area, close to Dergano.
MAIN PARTNER POLIMI
Our main partner is Politecnico di Milano School of Design (Polimi), that is currently the largest international University in Italy of communication design and other design disciplines, both in terms of students and professors numbers. (Poli Design, 2018).
02.WHO
EXTERNAL COLLABORATORS POLIMI STUDENTS
The students of Communication Design Master Degree from Politecnico are well trained and skilled during the years of study in the University. In addition, along the second year of the course, the students need to look for mandatory internships to fulfill their workload. Therefore, they become an ideal partner for our service. 23 Ad.dergano
CINEMA DI RINGHIERA Cinema di Ringhiera is a cultural project of New Armenia and Asnada born in 2016. Its goal is to create communities in a territory densely inhabited by citizens with backgrounds from many countries of the world through various tools including cinema, the enhancement of mother tongues , the work of facilitating relations between the inhabitants. Cinema di Ringhiera is an itinerant cinema that showcases movies around the courtyards of Dergano. Its films are selected from the original countries of foreigns living in Dergano and it is displayed in its original language to keep those different cultures alive in the neighborhood.
SOHO STUDIO Soho Studio works renting spaces and sets for photo shoots, videomaking, casting and auditions. It is located in Dergano and it offers one hundred square meters of proper space.
Ad.dergano 24
02.WHO PERSONAS
25 Ad.dergano
Ad.dergano 26
02.WHO PERSONAS
02.WHO
ROLES IN THE SERVICE
1.ASSOCIATIONS -Subscribe in our website and pay for our service. -Use templates to create/edit online their own advertisements. -Have online classes and workshops to improve their knowledge. -Create events and activities that will be better advertised, in consequence, will reach and attract more people to Dergano. -Interact more with other associations and Dergano community. -Upload their events advertisements on the website.
2.STUDENTS -Create video, flyers, social media posts and brand templates to upload on the website. -Templates will be updated and the least used, switched for new ones in order to vary the offer. -Plan, organize and teach workshops. -Create content and record Video Tips. -Consultancy meeting with the client. -Online feedback and interaction with the client. -Assist the client in uploading and sharing their advertisement when finished. -Fill in the calendar with their availability for workshop mentoring.
2.POLITECNICO -Agreement with Ad.Dergano to promote their Company in Career Service. -Increased internship offers to their students. -Issues seal of excellence (Open badges) for excel interns.
27 Ad.dergano
Ad.dergano 28
02.WHO
03.HOW
SYSTEM MAP
DEFINE THE ROLES IN THE SERVICE
4. AD.DERGANO -Create the Agency website and manage/maintain it -Rent the office and reform it. Buy supplies. -Make the communication with the associations (first contact). -Advertise our Company (Social Media campaign, paper campaign in the neighborhood/ associations, Cinema di Ringhiera advertising, create a launching event in Dergano) -Create partnerships with other companies/associations (Cinema di Ringhiera) -Manage/Review templates and contents for video Tips (made by interns). Manage/Review content and offer support to the workshops (made by interns). -Record video Tips. -Receive, analyse and manage new requests for workshops/templates. -Consultancy meeting with the client. -Host the workshop in the Agency room. -Forward to Politecnico di Milano “recommendation badge� for an excellent intern, according to Ad.Dergano evaluation system. -Offer new packages or monthly service for the clients when their package use has expired. (If the client wants to keep having access only to the templates in the website, they can subscribe with a monthly fee after their package has expired).
02.WHO
ORGANIZATION CHART Student Professional
Board of Directors
Outside sources
IT Marketing / Sales Director
Marketing Assistant
Creative / Communication Director
Communication Designer Assistant
Web Developer Assistant
Business / Financial Director
Finance & Accounting Assistant
Revenue & Growth Assistant
HR Polimi Service Career Legal Counseling Media and equipment Collaborators
Event&Logistic Partner
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Ad.dergano 30
03.HOW
USER JOURNEY
STUDENT
ASSOCIATION STAGES
STAGES
Contact
Contact
select one
offers
for the chosen package BASIC ACTIONS
Check the packages;
ONLINE GUIDEBOOKS&TIPS Use the templates to
WORKSHOPS Choose the theme about the workshop Apply for a workshop
package PREMIUM
package
WORKSHOP
WORKSHOP
-
the expert from AD.-
Prepare the
the tutor student on how to upload/share
offers
Evaluate the tutor
part of the packages
Badges -
als CONSULTANCY
date from the calender
templates)
content
Check the other
CONSULTANCY
Dergano
ACTIONS
Update/Replace the least used templates
WORKSHOP -
-
WORKSHOP
-
Add new templates and badges from the
WORKSHOP workshop demand
CONSULTANCY
future workshops
Get payement
CONSULTANCY
dates for workshop already on the
experts from AD.Dergano to check
about the workshop
workshop
for the workshop theme
workshop
TOUCHPOINTS
ADVERTISEMENT ON DERGANO
WEBSITE
WEBSITE
STUDENT
WEBSITE
WEBSITE
WEBSITE
WEBSITE
WEBSITE
CLIENTS (ASSOCIATION)
CLIENTS (ASSOCIATION)
CLIENTS (ASSOCIATION)
ADVERTISEMENT ONLINE
PAYMENT CHANNEL
TEMPLATES
WORKSHOP MATERIALS
TEMPLATES
STUDENT
CAREER SERVICE
ONLINE VIDEO TIPS
TEMPLATES
WORKSHOP MATERIALS
TEMPLATES
EVENT SHOWCASE PAGE
WEBSITE
PERSONAL PAGE
ONLINE VIDEO TIPS
AD.DERGANO PERSONELL
FEEDBACK PAGE
AD.DERGANO PERSONELL
LANDING PAGE
GUIDEBOOKS
ONLINE VIDEO TIPS
AD.DERGANO PERSONELL
PERSONAL PAGE
PAYMENT CHANNEL
LANDING PAGE
TEMPLATES
GUIDEBOOKS
OFFICE
STUDENT
EVENT SHOWCASE PAGE
PERSONAL PAGE
WORKSHOP MATERIALS
GUIDEBOOKS
OFFICE
CALENDER
TEMPLATES
CALENDAR
QUESTIONARIE
OPEN BADGES
CALENDAR
AD.DERGANO PERSONELL
TOUCHPOINTS
OPEN BADGES
NOTIFICATION
FEELINGS &THOUGHTS
FEELINGS &THOUGHTS
“It has a lot to offer, and my useful?”
31 Ad.dergano
uncomfortable to use
more clear now! I want
can get some help from
colleagues and start
“ I have a lot work to do
from my tutor student should also endorse her.”
the responses.”
good.” best state.”
actually.. And the feedbacks are good!
“ I even got some endorsements rather then my payment. Cool!
Ad.dergano 32
03.HOW STORYBOARD
“L A TENDA” association is holding an In the day of the event, unfortunately, very event in December called Reading Salon. few people show up. Francesca and her Francesca, the communication assistant, is colleagues felt very disappointed. responsible for organize and advertise the event.
While Francesca is subscribing on the website, Carla, a student of PoliMi, sees a call on the Career Service to work for Ad.Dergano. It’s a good opportunity for her to get work experience and earn money, so she applies to the job.
One day, while Francesca is walking in She looks Ad.Dergano website and talks Piazza Dergano, she sees an advertisement to her colleagues about this service, they about Ad.Dergano, and gets interested. decide to give it a try.experiences.
Carla, gets a notification from Ad.Dergano Francesca goes to Ad.Dergano agency for that she is matched with La Tenda for a her first meeting with Carla and Marco, the video making workshop. She is excited, studio manager. because she can tailor this workshop material to match their needs.
33 Ad.dergano
Fra n c e s c a d e c i d e s t o p a r t i c i p a t e i n Ad.Dergano workshop about how to improve her video making skills. So, La Tenda can have their event advertisements published in social platforms, Ad.Dergano website and Cinema di Ringhiera.
Ad.dergano 34
03.HOW
03.HOW
STORYBOARD
Two we e ks l a t e r, Fra n c e s c a a n d h e r colleagues go to Ad.Dergano studio for the workshop session. The workshop is a success! Francesca feels confident now to use her new skills.
TOUCHPOINT MAP
Francesca and her colleagues work for their new events promotion. They participate in a second workshop session to learn how to shoot a video and edit it.
HUMAN
DIGITAL
PHYSICAL
Students
Website
Ad.Dergano office
Ad.Dergano personell
Templates Event showcase page
Cinema di Ringhiera screens Workshop material
Online video tips Template guidebooks
03.HOW TOUCHPOINT
The event day arrives. Francesca sees new faces. The neighbors are very interested in the event. Francesca is happy and more motivated to work on new activities for Dergano.
35 Ad.dergano
After 3 months of internship, Carla receives her last payment,her 6 CFU credits and an Open Badge award for her excellent job.She got experiences,network and improved her CV for future working experiences.
TOUCHPOINT - DERGANO
Ad.Dergano Office
Ad.dergano 36
03.HOW TOUCHPOINT
TOUCHPOINT - WEBSITE -Matches automatically the needs of clients with the available materials on the website and creates the packages (basic and premium). -Proceed with online payment. -It is available 24/7 for clients to use templates and contents on website. -Basic clients can use it for 2 months. Premium clients can use it for 4 months. -Show to the client the calendar with the available days for workshops (according to students’ availability) that can be selected and booked automatically. The student will get a confirmation notification. -Controls the minimum and maximum number of participants for each workshops (min. 2, max: 6) -When there is a new workshop request, it will send it to the agency managers. -Creates a channel of interaction with events and community. -Offers an online channel of communication between client and student.
37 Ad.dergano
Ad.dergano 38
03.HOW
BEFORE
DURING
WORKSHOP
Choose available dates for future workshops on the website
1
HOW IT WORKS
All the workshops will have a minimum of two and a maximum of six participants among the users, while the number of students holding the workshop will change according to each topic, since some will require them to work more closely with the associations. This is also one of the reasons why the costs of the workshops change. When students will start working in Ad.Dergano, they will subscribe to the service and fill the calendar, to organize the work in the agency and to set the available dates for the workshops. So, when an association wants to book a workshop, it will choose from the available dates in the online calendar and book it. It will automatically send a booking message to the student, that will doublecheck his/her availability and confirm the workshop to the association. Once they have an answer, associations will pay the deposit and have the workshop marked in their calendar. During the workshops, if possible, we will use the material of the associations (so they will feel more comfortable using it later by themselves). If it is not possible, we will indicate them to rent the materials from our external collaborators, Cine Facility and Soho Studio. Our role in the workshop, as supervisors, will be to communicate with the associations, to manage the content provided by the students and work with them in its production, and collaborate in the realization of the workshop.
39 Ad.dergano
STUDENTS
2
Workshops will be held by PoliMi students with the help of a supervisor from Ad.Dergano, in the venue of the agency.
5
Apply for a workshop
ASSOCIATIONS
3 ASSOCIATIONS
ASSOCIATIONS
STUDENTS
Receive materials & tutoring
Mentor during the workshop
Book an available date on the calendar Put info about how many attending etc.
STUDENTS
EXPERT FROM AD.DERGANO Check the work
Confirm the date
4
AD.DERGANO OFFICE
If needed prepare more materials / use the already available ones on the website Rehearse for the workshop
6
AFTER
STUDENTS
ASSOCIATIONS Give feedbacks on the website If wanted evaluate students with open badges
7
Final materials ready to use!
Recieve payment according to associations feedbacks
Ad.dergano 40
03.HOW BLUEPRINT
DURING
BEFORE
PHYSICAL EVIDENCES
Ad Dergano Ads
Ad Dergano Events
Computer Smartphone
Credit Card
Bas c
Not ce and attracted by the content
USER ACTIONS
Need of advert s ng event
Subscr be n the platform
F ll the Prof le
F ll the needs
Ad Dergano Studio
Computer Smartphone
Ad Dergano Studio
Choose the templates & strateg es
Consultancy & use of template custom zat on
Make the payment
Ask to have a spec f c workshop theme that s not ava lable yet
Check Bas c & Prem um
Prem um
Computer Smartphone
Wa t 3 days for conf rmat on or refusal Part c pate n other workshop sess ons (cont nu ty)
Choose the workshops and make the payment
Select a theme and workshop among the ava lable ones
Select the ava lable days n the calendar to book the workshop
Prepare the mater als for workshop
Upload the days ava lable for workshop
Book the workshop and nform how many people from assoc at on w ll part c pate
Rece ve a rem nder and conf rm presence when the day s close
Acqu re new tools and nteract w th other assoc at on
Prepare workshop nstruct ons
Enable assoc at on n the workshop
Use the mater als created or acqu red n the workshop to gu de the creat on of ads
LINE OF INTERACTION FRONTSTAGE
See the call for nternsh ps
GRAPHIC DESIGN STUDENT
AD.DERGANO
Lauch event n dergano
Advert se the serv ce
Subscr be n the platform
Students select on process
Work on platform contents
Conf rm subscr pt on
Apply to g ve a workshop
Subm t for boss’s rev ew
Rev ew contents and uoload on the webs te
Conf rm t
Evaluat on of the proposal Rev ews of students’work
Calculate the pr ce accord ng to packages and selected workshops
Send request to students & d rectors' ma ls/ Show ava lable workshops
conf rm the workshop
Conf rmat on of workshop and send nformat on of class
Upload the custom zed templates & strateg es
Offer consultancy for assoc at on
offer consultancy together w th the student
Gu dance to students f they need t
LINE OF VISIBILITY BACKSTAGE
Subscr pt on form
TECHNOLOGY
See the call for nternsh ps
IT ENGINEER STUDENT
POLIMI ORGANIZATION
Agreement w th Ad.Dergano
41 Ad.dergano
Subscr be n the platform
Prof le form
Needs form
Create bas c & Prem um Packages
Show only ava lable days to the assoc at ons accord ng to students ava lab l ty
program m n and max number of part c pants per workshop.
Send a rem nder
Send a not f cat on to the assoc at on's prof les/ma ls
Work on webs te mprovement & ma ntenance
Put out the call for nternsh ps n the Career Serv ce
Ad.dergano 42
Ava lable templates for custom zat on
a
03.HOW BLUEPRINT
DURING
Credit Card
AFTER
Computer Smartphone
Ad Dergano Studio
Computer Smartphone
Ad Dergano Studio
Templates Message Box
Printing Shop Online Shop
Ask to have a spec f c workshop theme that s not ava lable yet
Choose the templates & strateg es
Wa t 3 days for conf rmat on or refusal
Select a theme and workshop among the ava lable ones
Select the ava lable days n the calendar to book the workshop
Prepare the mater als for workshop
Upload the days ava lable for workshop
Calculate the pr ce accord ng to packages and elected workshops
Subm t draft to ask for Ad.Dergano’s feedbacks
Rec eve the answer and f n sh the template
Download document w th pr nt ng formatt ng
Computer Smartphone
Pr nt them
Evaluate the serv ce(consultancy, workshops,templates, webs te use)
Share t offl ne
Part c pate n other workshop sess ons (cont nu ty)
Choose the workshops and make the payment
Conf rm t
Consultancy & use of template custom zat on
Cinema di Ringhiera
Share onl ne or webs te add ng event nformat on
Download d g tal document n d fferent qual t es
Make the payment
Apply to g ve a workshop
Graphic Doc Video
Book the workshop and nform how many people from assoc at on w ll part c pate
conf rm the workshop
Show only ava lable days to the assoc at ons accord ng to students ava lab l ty
Acqu re new tools and nteract w th other assoc at on
Prepare workshop nstruct ons
Enable assoc at on n the workshop
Conf rmat on of workshop and send nformat on of class
Evaluat on of the proposal Rev ews of students’work
Send request to students & d rectors' ma ls/ Show ava lable workshops
Rece ve a rem nder and conf rm presence when the day s close
program m n and max number of part c pants per workshop.
Use the mater als created or acqu red n the workshop to gu de the creat on of ads
Upload the custom zed templates & strateg es
offer consultancy together w th the student
Gu dance to students f they need t
Send a rem nder
Work on webs te mprovement & ma ntenance
Offer consultancy for assoc at on
Send a not f cat on to the assoc at on's prof les/ma ls
Ava lable templates for custom zat on
Check the drafts and g ve feedback
Support for students f needed
Offer ass stance for download ng document
Ident fy the closest & best evaluated pr ntshops and feed the webs te w th th s nfo
F les to download
Rece ves nd cat ons of well valuated pr ntshops nearby
Rec eve feedbacks and payments
Collect data and analyse
Process payment Prcess Open Badges letter of recomendat on to Pol tecn co
Feed the 'Events' sect on w th ads from the assoc at on.
Evaluat on form
Rec eve payment
Issue Open Badges cert f cate to student, f appl cable
43 Ad.dergano
Ad.dergano 44
04.FEASIBILITY & FINANCIAL PLAN DESCRIPTION OF COMPETITORS 2013 Scotland
2013 ITALY
CREATE LSM
SMARKETING
2012 Australia
2012 ITALY
CANVA
DIGITAL ACADEMY
2008 USA
2010 USA
WISTA
SKILLSHARE
is a learning platform provides education to employees of companies and also giving them support to build their own learning materials by providing them the custom tailored courses tools. The team of Create LMS helps to make these tools and contents of the courses or readymade courses can also be chosen.
is a platform that enables its customers to create images for social media or promotion purposes. The platform provides an easy use and thousands of templates to design graphics without having any graphic skills. A brand identity can be easily created and then posted online via Canva.
is a video platform for associations to use as a marketing tool to customize their media and promotion. Through the platform effectiveness of the campaign and all the aspects of video promotion can be tracked such as; the total plays, viewer engagement, other platform integrations and viewer history.
45 Ad.dergano
is a cooperative communication agency with strong values that aims at giving the client autonomy and well structured communication. They are a special agency that helps the client to learn how to build communication strategies and campaigns. They organize workshops around Italy and have published a book. Their focus is on small businesses and organizations.
is an consulting society specialized in digital transformation and digital communication. They help organizations and firms to develop better strategy to turn digital and guide them with workshops on the various topics. Their work spans from digital marketing to HR training, from building e-commerce websites to benchmarking.
A learning community in which subscribers can be students or teachers. It is an online platform that anyone can set up a class that can specialize in creative fields such as design, photography, business, technology, film and writing. Skillshare allows users from different industries to connect and exchange insights. Rather than being a passive learning channel the platform encourages users to “do�. The platform offers a premium plan for teams and students but does not show the prices, people must fill a form to know more about it. Ad.dergano 46
04.FEASIBILITY & FINANCIAL PLAN BENCHMARKING
In-person meeting
Availability in Italy
Knowledge sharing
In-person meeting
Availability in Italy
Guidelines available to download
DIGITAL ACADEMY
Guidelines available to download
COMPARISON
In-person meeting
Involvement of students
Easy to use
Knowledge sharing Content tailoring
Connection to the territory Involvement of students
Availability in Italy
In-person meeting
Availability in Italy
WISTA
Connection to the territory
Involvement of students
Easy to use
Knowledge sharing Content tailoring
Content tailoring
Easy to use
Connection to the territory
Involvement of students
Easy to use
Involvement of students
Guidelines available to download
COMPETITIVE ADVANTAGE
Connection to the territory
Connection to the territory
Easy to use
04.FEASIBILITY & FINANCIAL PLAN
Connection to the territory Involvement of students
Easy to use
In-person meeting
Availability in Italy
In-person meeting
Availability in Italy Guidelines available to download
Knowledge sharing Content tailoring
Guidelines available to download Content tailoring
CREATE LSM
In-person meeting
Guidelines available to download
Knowledge sharing Content tailoring
SKILLSHARE 47 Ad.dergano
COMPARISON Involvement of students
Easy to use
In-person meeting
Availability in Italy
Guidelines available to download
Knowledge sharing Content tailoring
SMARKETING
Knowledge sharing Content tailoring
Connection to the territory Involvement of students
Availability in Italy
Guidelines available to download
CANVA
Connection to the territory
Easy to use
Knowledge sharing
Ad.Dergano is not an online service that provides predefined templates and strategies nor an usual communication agency: it is a mix of the two with a specific focus on locally engaged associations. Ad.Dergano aims at empowering associations and enables them to improve their work and knowledge through communication notions and tools provided by students. The associations will learn how to communicate their activities and events in a more effective way that is coherent with their values, by learning through targeted online templates, classes and guidebooks or offline workshops. Students enrolled in the Communication Design course at PoliMi will work in the agency to teach associations and provide them personalized content, to enhance their own academic experience and earn academic and economic rewards. Ad.dergano 48
04.FEASIBILITY & FINANCIAL PLAN POSITIONING MAP
For people
49 Ad.dergano
04.FEASIBILITY & FINANCIAL PLAN SWOT ANALYSIS
STRENGTHS -We involve Communication Design students in providing the service, giving them the opportunity to gain field experience. -Our core service is transferring competencies and sharing knowledge instead of delivering a finished product. -Users have the possibility to use the service only in online mode, saving time and automatically backing up the work. -The service has a deep connection to the context of Dergano due to the target being the associations operating at a neighbourhood level, the highlighting of the events happening in the neighbourhood and the location of the office.
WEAKNESSES -Being this a university project, we lack in experience compared to our main competitors. -It is possible that the students we hire behave in a nonprofessional way or deliver a nonprofessional work. -Specific policies from the universities we need to collaborate with, could make it hard to create partnerships and validate the credits for students.
OPPORTUNITIES -Local associations are sensitive to social and environmental issues and this trend is growing: they perceive the involvement of students and the sharing of knowledge as positive points in the development of the community. -Social media are now the most important source of advertising and organizations must find new ways to interact with the public. -Milano and is an incredibly lively city and Dergano as well: artisans and associations want to promote many activities in the neighbourhood. -The neighbourhood is located in a strategic point in the city and it is attracting many new citizens from Italy and beyond.
THREATS - O u r c o m p e t i t o rs, b o t h o n t h e national and international level are already expert in working for nonprofit and profit organizations. -At this stage in the project there is still a high uncertainty about the continuit y of demand from associations. -Associations might not respond to our offer to the extent we expect. -Associations might get attached to specific students and find difficult the shift that may happen when those students end their internship period.
Ad.dergano 50
04.FEASIBILITY & FINANCIAL PLAN BUSINESS MODEL CANVAS
KEY PARTNERS PoliMi Organiza�on
KEY ACTIVITIES
Municipality
Support to associa�ons to create communica�on & adver�sement strategies
PoliMi Communica�on Design Students
Organiza�on of workshops with PoliMi students
PoliMi IT Engineering Students
Organiza�on of PoliMi students’ work
VALUE PROPOSITION The service empowers local associa�ons in Dergano (and in Milano) to increase their visibility providing them tools and training to develop their communicaton and promo�on strategy.
CUSTOMERS SEGMENTS
CUSTOMERS RELATIONSHIP Co-crea�on of content Dedicated assistance and consul�ng to NPOs Community building
KEY RESOURCES
Associa�ons working in neighborhoods in Milano Small ar�sans working in Milano
CHANNELS
Ad.Dergano offfice
Website
Professional skills and local knowledge of associa�ons
Office
PoliMi students knowledge and skills
Events
Workshops
Social Media
COST STRUCTURE Fixed costs (template and guides development, website management, so�ware development, energy, rent, salaries, accountancy, licenses)
51 Ad.dergano
REVENUE STREAM Variable costs (Workshop-related costs, taxes)
Packages fee Workshop fee (once every workshop) Addi�onal consul�ng Addi�onal use of the templates (monthly charged)
Ad.dergano 52
05.DIGITAL STRATEGY MARKET ANALYSIS
DIGITAL POSITIONING
This phase is the initial phase of the digital strategy project. All elements presented at this stage are essential to the development of the brand strategy. The purpose is to position the service in order to analyse possible users (through the identification of the target), as well as to design the feeling our service transmits.
TARGET:
-Potential market: 1132 (associations in Milan) -Available market: 236 (Municipio 9 associations) -Served marked: 21 (associations in Dergano) -Penetrated marked: 10 (interested associations in Dergano)
SERVED MARKET
AVAILABLE MARKET
POTENTIAL MARKET
TOTAL POPULATION
TRENDS
1) Capacity building “Capacity building (or capacity development) is the process by which individuals and organizations obtain, improve, and retain the skills, knowledge, tools, equipment and other resources needed to do their jobs competently or to a greater capacity (larger scale, larger audience, larger impact, etc).” Source: Wikipedia Nowadays, there is a tendency, especially in non-profit organizations, to acquire skills instead of asking an external entity to make the job for them. Capacity building engages some individuals that are part of the organizations to learn and develop skills as investment. Indeed, capacity building inside organizations is a way to save money in the long term, as external commissions or consultancies cost a lot more. Ad.Dergano is responding to this trend by providing skills to the associations. 2) Local development “Local development is a relatively young theory in social sciences based on the identification and use of the resources and endogenous potentialities of a community, neighbourhood, city, municipality or equivalent. The local development approach considers the endogenous potentialities of territories.” Source: Wikipedia Since some years, in some disciplines we have seen the rise of the theory of local development and locally-based actions aimed at improving the conditions of a relatively limited context (such as a neighbourhood) by exploiting the resources available inside this context. Ad.Dergano is in line with this trend, as it takes advantage of the closeness of a Design School nearby Dergano’s neighbourhood to let students work on a locally-based project.
53 Ad.dergano
MARKETING TARGET
Associations 1) (primary) Communication responsible inside an association that is weak in communication strategies (Chiara Said) 2) (primary) Communication responsible inside an association that fail to involve more people in the activities (Francesca Rossi) Students 1) (primary) Communication design student that is looking for an internship near to university and that allows him to manage his time freely (Luigi Borghi)
COMMUNICATION TARGET
Citizens of Dergano 1) (primary) Citizens that take part in the associations’ events 2)(secondary) Active citizen that is interested in all positive initiative inside and for Dergano (Simona Orlandi) Customer associations 1) (primary) Communication responsible of an association that already used our service and liked it Students 1) (secondary) Communication design student that is working with us and shares his/her experience on social media
Ad.dergano 54
05.DIGITAL STRATEGY
END BENEFIT
BRANDING
BRAND VALUES
Enablement – we as a brand want to enable our clients to learn and make what they need by themselves, we don’t want to Proximity & Availabilty & Customization
No more expensive agencies that don’t let associations contribute to the work. Now they have to chance to learn everything by themselves. Unique Selling Proposition “Noi condividiamo la nostra esperienza. Voi imparate a comunicare i vostri eventi.”(We share our experience. You learn how to communicate your event.) Unique Value Proposition The service increases the visibility of events and local associations in Dergano providing them tools and training to develop their communication and promotion strategy.
TONE OF VOICE
OLO LOGO
NEW LOGO
Our way of talking to our customers and general public is always related to the context of Dergano: we refer to people and associations by their names, we hardly ever call associations our “customers” by rather “happy clients” or “empowered clients”. We are motivational and a bit provocative, we sometimes use emoticons to sound friendlier and more unformal. We post and repost association members faces and their results as examples of good practice, we compliment them for their results and we motivate others to do the same.
HASHTAGS Promise: # weshareyoulearn Others: #addergano#fattoindergano#fattodame #doitmyself# mycommunication #ilearnido
CAMPAIGN TIMELINE
55 Ad.dergano
Ad.dergano 56
05.DIGITAL STRATEGY
05.NEXT STEPS
BRANDING
SCALABILITY OPPORTUNITIES
PROMOTION
Media Mix Instagram page, Website, Media partners (Cinema di Ringhiera) Channels Engagement phase Instagram page, Website, Facebook groups, e-mail, streets of Dergano, Polimi Awareness phase Instagram page, Website, newsletter
Criteria -Not visible neighbourhood -Design schools around -Associations that lack communication skills In Milan Guastalla -Hidden between San Babila, Ticinese and Porta Romana -IED (Istituto Europeo del Design) nearby (they offer courses on Graphic design) 8 associations Barona -Hidden between Sant’Ambrogio and Lorenteggio -SPD (Scuola Politecnica di Design) nearby (they offer courses on Web and Digital design) 9 associations Stadera -Hidden between Chiesa Rossa and Ticinese -NABA nearby 5 associations In Florence Bellosguardo -Far from the centre -ISIA Firenze nearby (they offer course on Communication and Digital Product design) 5 associations
“WE SHARE THE KNOWLEDGE, YOU COMMUNICATE THE IDEA.”
WE ARE A CREATIVE AGENCY FOR COMMUNICATION Who we work with?
What we do? Ad.Dergano is a communication agency that enables the
Associations in Dergano
associations in Dergano to improve their communication
Politecnico di Milano
skills, both online and in person, through workshops held
Communication Design Students
TEMPLATES We offer various online template to support client create videos and static advertisement, the clients will use online editors on
57 Ad.dergano
CONSULTANCY Consultancies are the main moment in which students and associations can discuss about the
strategy and skills to promote
creation and answer to
their events
the possible questions.
Via Bernardino De Conti, 4, 20159 Milano
FLYER
by Communication Design students of Politecnico di Milano.
WORKSHOPS We offer offline workshops held by excellent communication design students of Polimi to enable client better advertisement
the website and download (in different formats)
ad.dergano@gmail.com
+39 392 1973768
addergano.wixsite.com/ad-dergano
POSTER
In Aversa Carinaro and Teverola -Far from the centre -Dipartimento di Architettura e Disegno Industriale - Università degli Studi della Campania "Luigi Vanvitelli" nearby 15 associations Ad.dergano 58
05.NEXT STEPS ENGAGEMENT PLAN
Position
Project Phase
A.1 Position
A.2 A.3
A.4 A.5 A.6
A.1
Project Phase Research
A.2 A.3
Research
A.4 A.5
B
A.6
B
C
Concept generation Concept generation
Concept prototyping C
D
Concept prototyping
Early service prototyping D
Early service prototyping
Activities E-mailsActivities to institutions
Interviews to institutions Interviews in the streets E-mails to institutions Flyers distribution Interviews to institutions Instagram page Interviews inlaunch the streets Instagram profiles posts Flyers distribution
Stakeholders students students
associations
citizens
Stakeholders
associations
citizens
Channels partners partners
Instagram Instagram
Website Website
Facebook groups
Engagement tools
Newsletters / e-mail
Channels
Facebook groups
Newsletters / e-mail
Dergano Dergano
Polimi Polimi
Engagement tools
Interviews and probing Interviews and probing
Cultural probes Interviews and probing Cultural probes Interviews and probing Cultural probes
Co-design sessionpage invitations Instagram launch Co-design session @ Fondazione Feltrinelli Instagram profiles posts
Cultural probes Storyboards
Co-design session report Co-design session invitations
Storyboards
Videos and flyers survey Co-design session report
Survey
Students interview Contact with associations Videos flyers survey Meeting withand associations
Interview Survey Interview
Co-designStudents sessioninterview invitation Meeting with associations Co-design session
Interview Interview Service walkthrough
Co-design session invitation Co-design session report Co-design session Students' call launch
Service walkthrough
Co-design session report Website prototype session invitation Students' call launch Website mockup prototype session Website prototype session invitation Landing page students' survey Website mockup prototype session Workshop invitations (+ exam invit.) Landing page students' survey Workshop theme survey Workshop invitations (+ exam invit.) Mockup prototype session report Workshop theme survey Students' meeting invitation Mockup prototype session report Students' meeting Students' meeting invitation Workshop prototype Students' meeting
Service mockup Survey Service mockup Survey Survey Survey
Storyboard Storyboard
Students' meetingon onworkshop workshopcosts costsinvitation Students' meeting Final presentation Students' meeting invitations on workshop costs Finalpresentation presentation Final invitations
E
Final presentation Project updateslive updates
F
F
F
Final service prototyping Final service prototyping
F
Implementation Implementation
59 Ad.dergano
Website Websiteprototypes prototypesinvitations prototypes WebsiteWebsite prototypes results Website prototypes results Workshops prototypes invitations Workshops prototypes invitations Workshops prototypes Workshops prototypes Workshops prototypes results Workshops prototypes results Launch event invitations Launch event invitations Launch event Launch event
9.10.18 - 11.10.18 2.10.18 4.10.18 12.10.18
12.10.1813.10.18 13.10.1819.10.18 13.10.1820.10.18 19.10.181:0:10:18 20.10.181:6:10:18 1:0:10:189.11.18 1:6:10:1815.11.18 9.11.18 22.11.18
15.11.18 20.11.18 22.11.1822.11.18 20.11.18 22.11.18 22.11.18 23:11:18 22.11.18 1:4:11:18 23:11:18 1:3:11:18.000 1:4:11:18 1:6:11:18.000 1:3:11:18.000 3.12.18 1:6:11:18.000 3.12.18 6.12.18
06-07.12.18 6.12.18 7.12.18 06-07.12.18 7.12.18 11.12.18
17.12.18 18.12.18 - 30.03.19
Project updates Partners involvement Partners involvement Service walkthrough invitations Service walkthrough invitations Service walkthrough prototype Service walkthrough prototype Service walkthrough results Service walkthrough results Website prototypes invitations
25.09.18 - 30.09.18
25.09.18 - 30.09.18 1:2:09:18 1:6:09:18.000 25.09.18 - 30.09.18 2.10.18 25.09.18 - 30.09.18 4.10.18 1:6:09:18.000
25.11.18 - 16.12.18 11.12.18 17.12.18 25.11.18 - 16.12.18 17.12.18 17.12.18
Final presentation live updates Final presentation Feasibility study Feasibility study
Time1:2:09:18
13.10.18 9.10.18 - 11.10.18
Contactsession with associations Co-design @ Fondazione Feltrinelli
Workshop updates Workshop prototype Students' meeting on workshop costs invitation Workshop updates
E
Time
18.12.1801.02.18 - 30.03.19 - 30.04.18 01.02.18 - 30.04.18 May 2019
Service walkthrough Service walkthrough v
v Paper prototype, mockup, UX usability test Paper prototype, mockup, UX usability test
May 2019 June 2019 June 2019 July 2019
July 2019 June 2019 June 2019 June-August 2019 June-August 2019 September 2019 September 2019 June 2019 June 2019 July-September 2019 July-September 2019 October 2019 October 2019 September-November 2019 September-November 2019 November 2019 November 2019
Ad.dergano 60
05.NEXT STEPS GANNT CHART
Gantt Chart
November 2018
December 2018
January 2019
February 2019
March 2019
April 2019
May 2019
June 2019
July 2019
August 2019
September 2019
October 2019
November 2019
December 2019
January 2020
February 2020
March 2020
April 2020
May 2020
January 2021
February 2021
March 2021
April 2021
May 2021
Milestones Outputs Pos. A1 A1.1 A1.2 A1.3 A1.4 A1.5 A1.6 A1.7 A1.8 A1.9 A1.10 A1.11 A1.12 A1.13 A1.14
Activity and tasks Concept generation Desk research Ethnographic research Community engagement Design students engagement Co-design activities Brand identity draft Concept draft Tools definition Rapid concept prototyping
Responsible person
Business Model draft Internal policies draft External policy agreements draft Blueprint draft Concept consolidation
A2 A2.1 A2.2 M2.1 A2.3 A2.4 A2.5 A2.6 A2.7 A2.8 O2.1
Feasibility study Touchpoints identification Blueprint development Blueprint completion Internal policies development External policy agreements development Scalability opportunities draft Business Model development and finalization Early prototyping with stakeholders Identity and storytelling development Feasibility study
A3 A3.1 A3.2 A3.3 A3.4 A3.5 A3.6 A3.7 A3.8 M3.1 A3.9 A3.10 A3.11 A3.12 A3.13 A3.14 O3.1
Prototype Project idea prototyping Iteration and finalization of project idea Service walkthrough Platform paper prototype Platform mockup Platform UX usability test Platform backend development Platform iteration Platform finalization Platform content generation and development Workshops theatrical prototype Workshops iteration and finalization Overall Service Experience Prototyping Overall Service iteration and finalization Wizard of Oz Evaluative Test Prototypes and tests completed
A4 M4.1 O4.1 A4.1
Implementation and market access Breakeven Improvement of Dergano's visibility Improvement of the overall service functionality
A5 A5.1 A5.2 A5.3 A5.4 A5.5 A5.6 A5.7 A5.8 A5.9 A5.10 A5.11
Scalability in Milan Similar contexts identification as scal. opportunities Field and desk research in new contexts Local communities engagement in the new contexts Design students engagement Service campaigns in the new contexts Past experience (in Dergano) share among new associations Co-design sessions Internal and external policies and agreements development Adaptation of the service on the new contexts Overall Service experience prototyping in the new contexts Implementation of the service in the new contexts
A5 A5.1 A5.2 A5.3 A5.4 A5.5 A5.6 A5.7 A5.8 A5.9 A5.10 A5.11
Scalability in Italy Similar contexts identification as scal. opportunities Field and desk research in new contexts Local communities engagement in the new contexts Design students engagement Service campaigns in the new contexts Past experience (in Milan) share among new associations Co-design sessions Internal and external policies and agreements development Adaptation of the service on the new contexts Overall Service experience prototyping in the new contexts Implementation of the service in the new contexts
61 Ad.dergano
Ad.dergano 62
17/12/2018 POLIMI | PRODUCT SERVICE SYSTEM STUDIO 2
63 Ad.dergano
TEAM MEMBERS: Ece Batur / Julia Bertoncello / Federico De Luca Giulia Mangolini / Xueqing Miao / Carla Procida / Buse Rodoplu / Xinyi Yao / Xiaowen Yu