Dinner with Buddies by giulia barra

dinnerwith

buddies

We are talking about your future

dinnerwith

buddies

Talk us about your dreams! Dinner with buddies is a new service in Milan for indian immigrants. They can be listen and help in a familiar atmosphere by volunteers with competence in the theme

INDEX TRENDS º trends º mindmap

USER’S ANALYSIS º º º º º º º º

target themes key insights frameworks journey’s steps intentions problematic areas where we can act

SCENARIO BUILDING º º º º º º º º º º

getting information city buddy starter kit don’t feel at home casa india tastin’ it scenarios evaluation concept scenario selected motivations

STAKEHOLDERS º º º º º º º º º º

actor’s map client chart members reasons for the choice partners sponsor motivation matrix existing competing PSS positioning swot analysis

PRODUCT SERVICE SYSTEM º º º º º º º º º º º º º º

concept general system dinner’s system logo secondary marks touchpoints website communication advertising tables interior customer system volunteers’ system guests’ system

USER’S PERSPECTIVE º º º º

personas customer journey customer journey volunteer storyboard

SCENARIO ALTERNATIVES º workshop-it º first impression º ethni-city

VALUES AND BENEFITS º for the user º for the stakeholders

CREDITS

TRENDS

TREND

QUID.OUT

(name in progress) Living without money can be a lifestyle and a philosophy, escaping the cash prison of materialism without forgetting the â&#x20AC;&#x153;give and takeâ&#x20AC;? dynamic.

ACTIVISM IN THE FLOW

(mr. fogg)

In the flow of people there are some who start acting different, for personal or global reasons, exploring new path or following different habits. Thanks to their personality and identity, their influence speads among the ones they get in contact with starting a chain, contamining people and having them act in a new way.

TREND

LOCAL PROSTHESIS (brace)

Welcome Stranger

EPHEMILY (brace)

Strangers can make you feel like if your family were there welcoming you. The warm experience can be provided also by unknown people. Hugs are not anymore exclusive thing between friends and family. They are become in part of this new trend.

People able to do things by theirself until they find themself in situations in which their independence and capability is not enought. External factor block them the tools for being indepent. They can take care of themself just if they are provided with the right tools to do it.

No Signal

Mobile Minutes for Sale

Tools desperate

alone

needs

Warm

Skills Sharing No money Talent

Swap Free

Help Barter your B&B

Help

Good actions

Family kidness

mind flow Prendi a casa uno studente

feelings

following

Chain

change

happyness a High 5!

Free

Emotion

Welcoming

Hugs

Welcome

Strangers Simpathy

special

Time Bank

Welcome back!

MINDMAP

IndepenAurum ce restaurant den

passing

contagious Bike Bus

better world

USER’S ANALYSIS

USERâ&#x20AC;&#x2122;S ANALYSIS

PERCENTUALI Totale motivi di lavoro 48,0 % Di cui lavoro subordinato 44,5 % Di cui lavoro autonomo 2,1 % Motivi familiari 32,0 %

TARGET INDIANI IN ITALIA NUMERI 34.080 Totale Indiani in Italia 14.360 Domande per la regolarizzazione 16.348 Soggiornanti per motivi di lavoro 10.904 Soggiornanti per motivi familiari

USER’S ANALYSIS

THEMES

INFORMATIONS FUTURE PLANS INTEGRATION

FEELING WELCOMED PERCEPTION OF ITALY CULTURE AND TRADITION BUREAUCRACY

USER’S ANALYSIS

by italian internet where are the signs? welcomed as pay tvone newspaper mostly

laburer

cold job?home?translations?just by my friend spread by word supposed to be costy of mouth come better unwanted back no no respect citizen leave italy don’t feel colours join my study abroad at home family difficult to language

no meetings i’m a no respect share normal person we respect everything difficult to feel italians keep it at home slow easier to be illegal job mostly in the no connections

primary sector

repetition

wait and wait

and wait

KEY INSIGHTS

USERâ&#x20AC;&#x2122;S ANALYSIS

italian mostly attended Guru festival

owners are italians

italian people

indian family

mix in school

indian

tradition_smth to share with the family

connect with outside

housewife

familiy owned

italian born use shop & restaurants

cross_ culturwe

shop owner

so ns of

farmers

amma

restaurant take the oppurtunity

l im

illegal immigration

c be

ion at igr

employ illegal farm workers

indian workers come here to join

l im ga ille

italian farm owners

the

italian donâ&#x20AC;&#x2122;t want to work in farms

indian students

facilitates the illegal people

smtimes work togheter

recive help

come here to study

legal immigration

university welcome desk

embassy

â&#x2030; not easy legal exchange

ITALY

share informations

= missing connections

FRAMEWORKS

bring cultural show sposnered by government

association president

government

INDIA

religion

USER’S ANALYSIS

JOURNEY’S STEPS We identiﬁed 3 main steps touched by our personas during their experience

PREPARATION

SETTLE

FINAL PLAN

Why and how they

How they live the

According to their

decide to leave their

Italian experience

needs and dreams

motherland and

considering their

and depending on

move to Italy

intentions and

their experience,

motivations

they choose the next step

USER’S ANALYSIS

INTENTIONS For every step we took into consideration needs and intentions that our personas might have

PREPARATION

SETTLE

FINAL PLAN

TRIGGER

ACCOMODATION

CREATE BUSINESS

ASKING FOR HELP

STUDY

BRING FAMILY

VISA

JOB

PREPARING

MOVE

INTEGRATE

LANGUAGE BE INFORMED FOOD KEEP IN TOUCH WITH INDIA RESIDENCE PERMIT INFORMATION RESIDENCE PERMIT SEND/RECEIVE MONEY 20

USER’S ANALYSIS

PROBLEMATIC AREAS

S N PL A

ILY

M FA G IN

O BU WN SI N ES S

INPS & INAIL

AGENCY

No help by yhe indian association

TAX OFFICE

INFO ENG MUNICIPALITY

EMBASSY

SIGNS

ASSOCIATION

A ASSOCIATION

POLICE

LE ITA AR LIA NI N N G EMBASSY

Lake of translated signs and of info written in indian dialects

ASSOCIATION

N W D O O R. BTA P. I IN N FO

SE TT LE G RA TE IN

COMMUNITY

SCHOOL

Bring here the rest of the family is important but ignored

B IN EIN FO G RM ED

EMBASSY AGENCY

Embassies makes getting a visa harder

Agencies can be very costy

A M CC O O D A TIO LO FO O R KIN A G JO B

ASSOCIATION ASSOCIATION

Intergration doesn’t really exist

JOB

AGENCY

The job opportunities are always the same

COMPANY

All the existing solution provided aren’t functional

UNIVERSITY

O TH BTA E VI IN SA

EP A

RA TIO

A FO SKI R NG HE LP

We identiﬁed the problems for every touchpoint and ﬁnally discussed the ones that could become interesting areas of improvement

It’s difficult to find support and help to open a business

Neverending waits at the embassy and rude treatment by police

USER’S ANALYSIS

ASSOCIATION COMMUNITY

AGENCY ASSOCIATION

POLICE

Integration doesn’t really exist

Bring here the rest of the family is important but ignored INPS & INAIL

AGENCY

ASSOCIATION

TAX OFFICE

ILY M FA G O BU WN SI N ES S

EMBASSY

SCHOOL

EMBASSY COMPANY

Neverending waits at the embassy and rude treatment by police

IN IN BR

N S PL A L A

The job opportunities are always the same

EMBASSY

TE RA TE G

TT SE N FI 22

Agencies can be very costy

JOB

A FO SKI R NG HE LP LO FO O R KIN A G JO B O R. BTA P. I IN N FO

D O

EP A

RA TIO

WHERE WE CAN ACT

It’s difficult to find support and help to open a business

HELPING WITH THE VISA

PROVIDING ACCOMODATION

FINDING A JOB

FACILITATING THE SYSTEM

TEACHING ITALIAN

INFORMING PEOPLE

SCENARIO BUILDING

ASKIN’ TO PEOPLE

SCENARIO

SCENARIO BUILDING TOPIC: GETTING INFORMATIONS

physical

SHOPPING PARTNERS

CITY BUDDY

INFO Alone

STARTER KIT

HOW ITALIAN SOCIETY WORKS

I.T. CALL HOME

MACONDO WWW

With an italian

LOW COST SERVICES

virtual 25

SCENARIO CITY BUDDY

www.citybuddy.it

CITY BUDDY Smartphone application

Paper Info

WHERE: IN THE STREETS ACTORS: ITALIAN HELPING INDIANS MOTIVATIONS: ITALIANS HELP AND GAIN POINTS INDIANS BE HELPED; SOCIALIZE; BECOME A CITY BUDDY, TOO

Internet web site with all the infos

Tools

SCENARIO

STARTER KIT

www.timetoland.it

travel kit

Guide at the airport with the steps to follow for

Internet web site

A book of informa on at tourist info points.

MP3 tracks

WHERE: ON LINE ACTORS: PUNJAB EXPRESS FOR INDIANS MOTIVATIONS: PUNJAB EXP HELP AND ADVERTISING INDIANS BE HELPED;

SCENARIO

of Italy

CASA INDIA

FEED AN INDIAN

PIC NIC

CULTURAL EVENT FOOD & CULTURE

Alone EXCH. OF FOOD WWW

SWAP

FROM INDIAN TO INDIA FEED AN ITALIAN of India

WWW

DINNER SURFING Group

SCENARIO BUILDING TOPIC: DON’T FEEL AT HOME

SCENARIO

CASA INDIA

www.cameradicommercioindiana.it

A Place where meet and work

Paper Info

Internet web site with all the infos

Tools

WHERE: CASA INDIA’s PLACE ACTORS: INDIAN TEACHERS MOTIVATIONS: ITALIANS HAVE HELP AND SUPPORT INDIANS SOCIALIZE; TEACH TO ITALIAN THEIR CULTURE

SCENARIO

TASTIN’ IT www.tastin.it

Paper Info

Internet web site

WHERE: IN A BAR/ ON THE WEB ACTORS: ITALO-INDIAN SWAP MOTIVATIONS: ITALIANS SOCIALIZE, HAVE READY FOOD, KNOW INDIAN CULTURE INDIANS BE HELPED; SOCIALIZE; KNOW ITALIAN CULTURE

Tools

SCENARIO SCENARIOS EVALUATION CHART

CITY BUDDY

CASA INDIA

STARTER KIT

TASTIN-IT

INTEGRATION

INFO

DISCOVER ITA

HELP ITALIAN

HELP INDIAN

SPONSOR

PARTICIPATION

EASY TO SET 31

SCENARIO

CONCEPT: SCENARIO SELECTED

BE HELPED BY ITALIAN PEOPLE

FOOD FOR UNDERSTAND A CULTURE

TASTIN-IT

CITY BUDDY

SOFT INTEGRATION

SHARE KNOWLEDGE

DINNER WITH BUDDIES SPEAK ABOUT PROBLEMS

CREATE A COMMUNITY

SPEND TIME WITH STRANGERS SOMEBODY CAN UNDERSTAND FEEL AS WITH FRIENDS

FIND A PLACE WHERE TO GO

HELP PEOPLE AS YOU CAN USE FOOD AS A CHANNEL

SCENARIO

DINNER WITH BUDDIES

www.dinnerwithbuddies.it

Paper Info

Internet web site with all the infos

A Place where Gadgets meet and receive help

Phone Info

WHERE: CASA DELLE CULTURE ACTORS: ITALIAN VOLUNTEERS AND INDIAN IMMIGRATES MOTIVATIONS: ITALIANS SOCIALIZE, USE OWN KNOWLEDGE FOR HELP INDIANS BE HELPED; SOCIALIZE; SOLVE PROBLEMS OR FIND A WAY TO REACH THEIR AIMS

SCENARIO

MOTIVATIONS

WHY THIS S

MOTIVATIO

CENARIO?

REAL REALLY FEASIBLE REAL INTEGRATION REALLY HELPFUL

UNIFY UNIFY PEOPLE UNIFY RESOURCES CREATE A NETWORK 34

STAKEHOLDERS

ACTORâ&#x20AC;&#x2122;S MAP PARTNER

Associazione Macondo

volunteeers for the event CHARTER MEMBER

CHARTER MEMBER

volunteeers for the event

Provincia di Milano & SPONSOR

CHARTER MEMBER

& PROMOTER

Centro COME & PARTNER PARTNER

promotes and finances SPONSOR

CLIENT

ingredients and food promotes inside the service

volunteeers and funds for the place

give spaces for the promotion of the service

Nand Kumar Association Punjab Express Stranieri in Italia

STAKEHOLDERS

CLIENT The House of World Cultures, opened January 17th 2009, is the first cultural center of Milan and its province, a place dedicated to meeting, discussion, comparison, artistic activity and creativity of immigrants in Milan, commissioned by the Province of Milan in collaboration with Centro Come of the Farsi Prossimo Cooperative. It provides exhibitions, festivals and meetings dedicated to the many cultures that now inhabit the metropolitan area of Milan. The House is a model of cultural action not yet tried in a city of immigrants that lack of projects and places to make the cultural integration of foreign citizens possible. It gives room for questions of cultural interaction offering the opportunity to search for new forms of community life as well as retraining of spaces. Cultures are traditions, costumes, creativity, ideas, thatâ&#x20AC;&#x2122;s why The House of World Cultures is a meeting point for people, their desire to stay together and exchange experiences. A place to interact without boundaries or prejudices, where everyone can get in the game and experience the coexistence and integration in a climate of reciprocity and exchange.

TARGET Public and private cultural institutions Operators of our territory municipalities Farmers associations and voluntary Immigrants from different nationalities Media All citizens, Italians and foreigners, concerned with issues of coexistence and dialogue

CHARTER MEMBERS

PROVINCIA DI MILANO The Province of Milan wanted to fill a gap that separates it from the great cities of Europe: the lack of suitable sites to accompany the cultural changes of our society over the last twenty years, giving a sign of openness and modernity not only proclaimed. This is how The House was born, a project to create a space for people of different nationalities and also a way to prepare Milan to the Expo 2015.

FARSI PROSSIMO An Onlus Social Cooperative promoted by Caritas Ambrosiana Foundation with the aim of developing and managing social and health services. They help immigrants coming here to find new possibilities, since arriving at the Italian frontier (counters at Malpensa Airport and at Municipality of Milan), until the final integration, through a network of interrelated services: first assistance, legal guidance and social support.

CENTRO COME The Centro COME is a department of the Social Cooperative Farsi Prossimo, operating since 1994 to promote social inclusion, cultural and individual well-being of children and young foreign immigrants in Italy. They protect vulnerable situations through attention, care and respect to the history of each person.

STAKEHOLDERS

SPACES The place and its areas are designed to facilitate meetings and dialogue by providing spaces for conversation and conviviality, as well as a cafe - bar for a moment of rest and a little trip through the flavors of the world. With a documentation center on themes of integration and immigration that will grow gradually through referrals and ideas, and a 100-seat auditorium for conferences, seminars, debates, training courses, screenings, workshops for adults and children, on integration and intercultural issues. Finally the House of World Cultures also has a dedicated area for small exhibitions. PRODUCTS All products offered come from the Fair Trade, CTM Altro Mercato and Libero Mondo, pursuing the idea of a trade that deals with producers of the North and the South equally. You can find foods from all over the world, but also many Italian products such as the historic Pedavena beer, produced in Belluno and kept alive through the efforts of its producers. EVENTS Friday evening: a cocktail of tradition Colors and spicy aromas that evoke the flavor of a tradition are accompanied by the musical improvisations of the customers. Join The House on Friday means taste each time a different dish, accompanied by Raffaele Nobileâ&#x20AC;&#x2122;s stories of the Lombard tradition or listening to African stories sung by Ablo. The aperitivo is also an opportunity for groups and associations to live the public space of their neighborhood in a new way. Tasting for the mind An evening dedicated to regional dishes made with organic products from the world of small producers in Northern Italy, invited to tell their tasting experience. The scent of warm homemade bread, the aromas of spices mixed with wisdom, the taste of organically grown products tell of distant lands and people nearby.

STAKEHOLDERS

REASONS FOR THE CHOICE

familiar a

nd quiet

place

HOUSE

foreigners’ integration

TI E E M

OI GP

The House of World Cultures embraces perfectly the concept of our project. Our purpose is to create a service through which Indian immigrants can find help directly from other people, having in hand Italian volunteers’ competencies, in a familiar and quiet place. The House is the ideal situation: born to be a meeting point for different cultures and to help integration in the Milanese territory. Promoted by the Province of Milan and others important organizations interested in the foreigners’ integration, the House is already close to the immigrants situation and facilitates the cultural interchange, but it has no contact yet with the Indian Community and doesn’t give out-and-out consultancies to address people, even if the founders try to provide this kind of service in other ways. However try to make easier the inclusion of immigrants just from a cultural point of view can be interesting but a little superficial or insubstantial. Our aim is to keep this important cultural and traditional aspect, respecting human interchange in a challenging way, but also to enrich it with real support against real life obstacles; the House would become an active point for full integration helping immigrants not just understanding our country or solving simple problems, but really giving them the right information and support to see what are their possibilities and choices in the Lombard territory, giving them the right tools to carry out their plans. Indian people in Italy are usually hard workers with wonderful cultures and traditions, they are a resource for Milan and the House, through our project, should become a resource for them too.

STAKEHOLDERS

PARTNERS MACONDO Macondo Association offers free legal assistance to all non-EU citizens who are in trouble with the bureaucracy or the Italian courts. The service is provided by law students and professional volunteers that for over three years have been dealing with immigration issues about civil, administrative or criminal law. The Association promotes collaboration with other realities of the territory for problems not just strictly legal. Thatâ&#x20AC;&#x2122;s why we are proposing it as a possible partner for legal assistance inside our project.

NAND KUMAR ASSOCIATION Founded by an Indian businessman living in Italy since a long time, the association is an Indian community organization that keeps connected the different Indian Communities in the Lombard territory and provides information to people promoting the Indian culture. Besides it holds many events open to the public, including religious events, dance competitions, expo's, concerts, village functions and many other things.

STAKEHOLDERS

PARTNERS STRANIERI IN ITALIA Founded in 2000 and with half a million readers, Stranieri in Italia is the publishing company specialized in products and publishing services for foreigners living in Italy. The first step was the site www.stranieriinitalia.it to bridge the gap of information on immigration for the foreigners staying in Italy. Later on was the creation of publications in foreign languages, with the intent to create channels capable of filling the lack of communication and meeting the new immigrant communities in Italy.

PUNJAB EXPRESS Punjab Express is a magazine for Indian people published by Indian Media Group Pty Ltd from the 2004 and leader in the Indian media scene. Itâ&#x20AC;&#x2122;s available on line or printed by Stanieri in Italia to keep informed the Indians living here also about Italian issues. We suggest it as a partner to promote the event because of its popularity among immigrants and the possibility to reach the Community in a capillary way.

STAKEHOLDERS

Coop, which stands for Consumer Cooperatives, is a mark managing a network of supermarkets , hypermarkets and discount stores. The main purpose of consumer cooperatives is to purchase and sell quality goods at attractive prices to their members and, more generally, to consumers: the protection of purchasing power and food security are among the main objectives in Coop, especially the battle in favor of organic food. Coop is involved in projects about the conscious consume and provides consumers with products coming from the Fair Trade, with the specific brand Coop Solidal. Coop is close to the customers and often involved in social aids for needy people, besides itâ&#x20AC;&#x2122;s already a partner of The House, providing it with its products. For this reasons we think could be the ideal sponsor for Dinner with Buddies project.

Some Coop Product Families 43

STAKEHOLDERS

MOTIVATION MATRIX

GIVES TO...

FOOD PROVIDER

MEAL PRODUCER

MEDIAS

PRINT MAKER

FURNITURE PRODUCER

THE HOUSE 44

PRINT MAKER

FORNITURE PRODUCER

brand identity new business partner and distribution channel

brand identity food market expertise

brand identity

brand identity Fair Trade products new food solutions

differentiated expertises and better fit of special customerâ&#x20AC;&#x2122;s needs

enter a different business field and collect new contacts

food preparation expertise

design of new space solutions for dinamic experience

expertise in catering new space management upper service offer

enlarge the network find new selling possibilities

enter a different business field collect new contacts

enlarge the network develop new social aid competences

enter an upper scale business find new partners brand identity

find alternative targets

create a network enlarge the community new sponsors

new collaborative possibilities

different food presentation brand identity

process collaboration graphic expertise

new material and graphic expertice social design competences

input for additional graphic proposals new process access

new tools for enhance the value of offering social service

brand identity enter upper level of product presentation

new food presentation space menagement

furniture market expertise new sponsors possibilities

new materials and process access furniture market expertise

social design competences materials and process expertise

find new space solutions and service presentation

new channel distribution

different food processing new food solutions and dedicated recipes

new sponsors and business partners social aid expertise

enter an upper scale business social assistance expertise

new business area: personalized products

provide convenient meals for a different context of social assistance

FOOD PROVIDER

MEAL PRODUCER

MEDIAS

enrich their service relating to the social field

selling channel Fair Trade products new food solutions

food processing expertise catering management expertise

THE HOUSE

STAKEHOLDERS

EXISTING COMPETING PSS We don’t have direct competitors providing the same kind of service. There are Indian Cultural Associations that keep alive and share the Indian traditions here; one is Hare Krishna, a cultural association and Indian restaurant near the Duomo founded by an Indian Guru as a religious and spiritual center. Apart from Indian food and the organization of some events, this center is particularly interested in charitable initiatives towards India, helping needy people with food, money and adoptions. Whereas the Indian Malayalee cultural Association of Milan (IMCAM) is a cultural organization started in 1990 by the Indian community in Milan to preserve their cultural heritage, to promote and organize Malayalee social and cultural events, to help and advice newly arrived Malayalee on their necessary documents for residence and carrier guidance. Very important is the “canteen” by Opera San Francesco, a place where poor, immigrants, elderly and pensioners in difficulty can find a comfort for body and spirit, and a free consultancy for their problems. A farther competitor that we need to consider is the spread of information by word of mouth, the more effective but also selective way to get information from other people, usually Indians living here for a while that can help newly arrived understanding how to move, but they can be inaccurate or even wrong. Finally internet can also be the source for every kind of information, but also in this case, without an accurate and trusty service, there’s no assurance about the reliability of the advices.

At the top: cultural event held by indian immigrants. At right: internet can be a great source of information, but not always reliable. At the bottom: Bhaktivedanta Swami Prabhupada, fouder of Hare Krishna Internation Association

At the top: indian shopkeeper, a god way to have information is asking, but not always you got the right answer. At left: the Opera San Francesco providing food and help for everyone that needs them

STAKEHOLDERS

POSITIONING

consultancy point for full integration

dinnerwith

buddies

active dialogue and complete participation

experience

competencie

passive dialogue or short participation

meeting point for cultural integration

SWOT ANALYSIS Strenghts There are no other services or assistance points for Indians in Milan Partners and promoters have a powerful info network The user can plan the dinner even before arriving in Italy The user receives assistance through human contact and personal consultancy The user has a reference volunteer if he/she need further assistance

Weakness Logistic problems: the event depends enterely on the volunteers, a system made of people can be unpredictable Need to establish links with the Indian Community that don’t exist already Limited number of partecipants

Opportunities Adapt the system for all immigrants Include the Indians that recieved assistance as volunteers in the service enlarging it Propose workshops with the active participation of the Indians that recieved assistance in order to help and share with more people Enlarge the community

Threats People don’t understand completely the service, using it improperly Indian people aren’t open enough to participate or don’t trust the service Not enough volunteers to star the project

PRODUCT SERVICE SYSTEM

PSS

PRODUCT SERVICE SYSTEM

dinnerwith

buddies

Dinner with Buddies is a service available in Milan for Indian Immigrants that are just arrived or that are here since a while. The objective of the service is to let them meet people with different competencies who live in Milan and can help them through a free consultancy. The volunteers will address the newcomers according on what are their plans here (job, study, family, dreams..) or which problems they need to solve. Through an informal italo-indian dinner theyâ&#x20AC;&#x2122;ll be able to discuss and share their situations, surrounded by a familiar atmosphere and meeting other Indians just arrived. The dinner takes place once a week at the Casa delle Culture del Mondo (The House of World Cultures) in Milan. The Indians have the possibility to choose the date they prefer and book it using the calendar available on the website, even before arriving in Italy, in order to be prepared once here. Theyâ&#x20AC;&#x2122;ll be able to see which volunteers will be present and choose the dinner whit the volunteers showing the competencies they think may help or address them properly. Sending the booking request they will already explain their

needs and pay on line the cost of the dinner, lower than usually thanks to the sponsorship of Coop that will provide the food and ingredients for the event (official sponsor). Instead the participation for the volunteers is free (paid by the partners and members of the project). The event is open also to external people that want to get in touch with the service, enter in it as volunteers or enjoy a different dinner. Guests will pay the full cost of the dinner. The dinner will be a buffet with the possibility for the participants to walk around, converse and meet new people in a familiar way, finding a new community, or seat down and have conversation with one or more volunteers. Food will be divided among tables helping the distribution of people that can stand or seat enjoying the dinner quietly. Volunteers will be able to give their contact (business card) to the Indians theyâ&#x20AC;&#x2122;re talking or giving advises to, in order to be available after the event helping the Indian people if they need further information or assigning another volunteer able to help them.

PSS

PRODUCT SERVICE SYSTEM PARTNER

Associazione Macondo

health

education

legal

economics

social

cultural

Volunteers

Indians

CHARTER MEMBERS

CLIENT

Provincia di Milano

Farsi Prossimo

Centro Come

DISCOVER THE SERVICE THROUGH PARTNER

Dinner Place

Punjab Express

TOUCHPOINTS

PARTNER

Stranieri in Italia

PARTNER

Nand Kumar Association

Province offices

GO TO

Website

SPONSOR

dinnerwith

buddies

Official website

Counter Service

PSS

DINNER SYSTEM

Guests

Volunteer

Indian

dinnerwith

buddies

BECOME

Business Card

Indian

LEGEND

Reference Volunteer

PROBLEM SOLVED

alternative not compulsory

PROBLEM SOLVED

PSS

LOGO

LOGO: DESCRIPTION The logo is based on the concept of the dinner with friends. It represent abstractally a dinner in which every member is connected. They are connected to help a friend like a real friend does: listening and giving advises in a warm atmosphere. Every color represent one category of the service-system.

dinnerwith

Font: Century Gothic

buddies

COLOR

MINIMUM DIMENSION

Gray 80% C:0 M:0 Y:0 K:80

Purple C:75 M:100 Y:0 K:0

Orange C:0 M:35 Y:85 K:0

Pink C:0 M:95 Y:20 K:0

Green C:50 M:0 Y:100 K:0

Red C:0 M:95 Y:20 K:0

dinnerwith

buddies

Blue C:85 M:50 Y:0 K:0

LOGO VARIABLES

dinnerwith 52

buddies B/N Logo

dinnerwith

buddies Gray Scale Logo

dinnerwith

Color Scale Logo

With Gray Background

buddies

PSS

SECONDARY MARKS The secondary Marks helps the logo to transmite the complete message throught the corporate identity.

Areas The logo is composed by 6 silhouettes each of them represent an area of the system through the color. They can be used as secondary mark to guide people throught the service.

health education

legal economics

social

cultural

Conections Another secondary mark is formed by the plate of the logo and lines that link this plates like steps that the user can follow. In that way the marks will guide the user through the system.

Pattern The logo can be used also as pattern using it at 10% of opacity. Creating an abstracted kind of indian pattern.

PSS

The touchpoints through which the users can discover the service are different, from simple banners and links on the partners websites (Punjab Express, Stranieri in Italia, Provincia di Milano, Centro Come, Coop, Associazione Macondo, Farsi Prossimo) to articles or â&#x20AC;&#x153;pass the wordâ&#x20AC;? (inside the Indian Community) that help promoting the event. The main way to get in touch with Dinner with Buddies, obtain full information and use it is by the Counters Service of Farsi Prossimo, located at the Malpensa airport and at the Municipality of Milan, where people can talk directly with a volunteer, the Casa delle Culture del Mondo and the toll-free number, the official webpage of the event that allows customers to use the service and book the dinner, and finally bags, stickers, posters and brochure that shows the event and promote it. All the touchpoints together provide the user with full information written or by mouth - the possibility to book and use the service and to indirectly promote it to friends, acquaintances and people in general.

TOUCHPOINTS

Punjab Express

Stranieri in Italia

Nand Kumar Association

Provincia di Milano

Centro Come

Associazione Macondo

Coop

Brochure Farsi Prossimo

Farsi Prossimo Counters Service

La Casa delle culture del mondo

Dinner with Buddies

Bag

Stickers

Brochure

MAIN TOUCHPOINTS

LOGO

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WEBSITE The website is a platform of information and is the way to register to the dinners and pay it in advance. Also you can manage your dates and have access to the volunteers general info.3

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WEBSITE

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WEBSITE: STORIES

COMMUNICATION: STICKERS

Le ga la

dvice? Visit

! us

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COMMUNICATION: WEBSITE’S BANNERS

COMMUNICATION: BUSINESS CARDS

(www.ecoop.it)

toll free num

ber

800.B2 U8 D3 3D I E 43

dinnerwit

buddie’s nam

buddiesh

contact

toll free number

cultural

800.B2 U8 D3 3D4I E3

buddie’s name

dinnerwith

buddies

contact

toll free number

health

800.B2 U8 D3 3D4I E3

buddie’s name

dinnerwith

buddies

contact

COMMUNICATION: WEBSITE’S BANNERS

dinnerwith

buddies

Let’s talk

dinnerwith about your

buddies

ZOOM

Let’s talk about your dreams

dreams

ZOOM

(www.centrocome.it)

dinner with dinner buddies

buddies with

TOUCHPOINTS

ADVERTISING AT AIRPORT Itâ&#x20AC;&#x2122;s a poster with a interchangeable piece cover with termocromatic ink. This piece can be also used like decoration or for a future exposition at the Casa delle Culture del Mondo.

dinnerwith

buddies

WELCOMES YOU! Let your mark!

Talk us about your dreams! free number

800.B2 U8 D3 3D4I E3

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BAG If you’re new arrived in town we’ll give you the welcome with this bag. If is not your case, it doesn’t matter, we want you make you know you’re welcome always.

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STREET ADVERTISING In order to have more participation from the general public and spread the events in Casa delle Culture del Mondo. We did this street advetising with aim in italian public.

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TABLES Through the tables and chair we wanted to create a more relaxing experience. The user can sit whatever he wants and the modular design of the table allows to made many configurations. In every table will be food, in that way they can interact between tables.

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TABLE

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INTERIOR In Casa delle Culture del Mondo they already have a space dedicate to dinners and another events. We took this space and through furniture change it into a free space where the buddies can talk, eat and spend time.

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INTERIOR

PSS

CUSTOMER’S SYSTEM SEARCH INFO

Indian

DISCOVER

TOUCHPOINTS

DISCOVERS THE SERVICE THROUGH

La Casa delle culture del mondo

Punjab Express

BOOKING

Stranieri in Italia

GOES TO

Kumar Association

Provincia di Milano

Farsi Prossimo

WEBSITE OR