03
04
05
Senegoal is a new service that aims to help Senegaleses to work in Italy legally for a pre-stated amount of time. The desired outcome is to a) reduce the illegal immigration from Senegal, b) give the Senegaleses an opportunity to earn money in order to ameliorate their life conditions in Senegal, and lastly c) increase the overall acceptance of Africans in Italy. The slogan of the Senegoal logo is “Opportunity builders�, which sums up the aim in two words.
Index
06 01. TRENDS
05. STAKEHOLDERS
// Mindmap, trend definition // Trends selection
10 12
02. USER ANALYSIS SYNTHESIS // User background // Personas review
16 18
03. SCENARIO BUILDING // Some previous ideas
24
04. SELECTED SCENARIO // SENEGOAL - Mindmap // Moodboard // Vision // Motivation // Innovation
Index
// Ministry of Foreign Affaires Senegal 40 // Ministry of Labor and Social Politics Italy 41 // Actors map 42 // Motivation matrix 43 // Flows of cash/ info/ goods 45 // Existing case / FLEXI 46 // SWOT analysis / FLEXI 47 // Existing case / TOKTEN 48 // SWOT analysis / TOKTEN 49 // SENEGOAL positioning 50 // SWOT analysis / SENEGOAL 51
06. USERS’ PERSPECTIVE 32 33 34 35 36
// Users // Personas // Storyboard // Customer journey
55 56 58 64
07 07. SCENARIOS ALTERNATIVES // Description // Zones of alternatives’ impact
09. VALUES AND BENEFITS 72 73
08. PRODUCT SERVICE SYSTEM // Description of the new PSS // System map // Senegoal - opportunity builders // Touchpoints // Advertisement in Senegal // Agency in Senegal and in Italy // Personal kit // Website // Posters // Flyers
// Users point’s of view // Stakeholders point’s of view
92 94
10. COORDINATED IMAGE 72 73 74
// Name & Logo design
98
Credits
101
76 80 84 86 88 89
Index
01 TRENDS
Mindmap HELPING:
- NEIGHBORHOODS - TAKE PART IN ACTIONS - TEAM WORK - SHARING - KINDNESS
GIVE AND RECEIVE: 010
WELCOMING
RANDOM ACTIONS:
NEW & DIFFERENT EXPERIENCE:
- SHARE - STRANGERS - COMPLETE AVAILABILITY - SURPRISE - FUN/ENJOY - FIRST IMPRESSION - SHARING ACTIVITIES - NO BARRIERS - NO JUDGING - AWARENESS - NO RACISM - IDENTIFYING SOMETHING - DO NOT FEEL LOST
- SURPRISE: BLIND DINNER - FEEL: ENTRATA LIBERA - LOW PRICES FOR A LUXURY EXPERIENCE - DIFFERENT STYLE OF LIFE
EVERY DAY ACTIVITIES:
- GLOBAL - COSMOPOLITAN - FRIENDLY ENVIRONMENT - INTERACTION - CITY AS COMFORTABLE SPACE - PERSONAL SPACE - PUBLIC/PRIVATE - TAKE CARE
Trends 01
KINDNESS SQUAD
FANATIC DO-GOODERS
SHOE-SWITCHING/ TRUST IN STRANGERS
PLACE TRADERS
011
ENJOYABLE WAITING/ TRANSFUNTATION
BOREDOM KILLERS
GLOBAL AWARENESS
CHAIN TO CHANGE
LINK TO MAPPING
MAPPING MAPS
Trends 01
Trend selection
Boredom Killers are people who want to have fun in every moment of waiting. The idea is that something as simple as fun is the easiest way to change people’s 012 behaviour for the better. Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s a change for the better. Swinging Waiting - Francesco D’onghia MIR.it. Fun makes people’s lifes better by Emanuela Delfino - Blind I Am.
Place Traders are people who want to try another type of life. Nowadays people are really interested in experienceing other life conditions, to understand the toughness of some living conditions. One example lets people sleep in the street for one night, in order to try what life means to a homeless person. This is on the contrary to the usual case where homeless are being hosted. Here people are “hosted “ in places where homeless usually live and sleep. Welcome out! by Luca Cozzi - Fish Eye.
Trends 01
Mapping Maps is the tendence to map everything. People want (and need?) maps and plans for everything, e.g. to know where events, parties or services are.
013
Milan for breakfast by Louisa Koeber - Gold Fish Formula.
Fanatic Do-Gooders are people who always look for people who are in need of help. Nowadays, especially in large cities, the population has to deal with the social isolation and the xenofobia. There are people who want to help and to spread hapiness, so they decided to start campaigns such as the free hugs or +bc. Free hugs by Miriam Muller - Fish Eye. +bc by Emanuela Delfino - Blind I Am.
Chain to Change are people who contribute to changing the world for personal interests and a global reason. Many people who act in an enviromentally friendly way become a chain of people who can change the world in a better way. Ride share by Marcia Assumpsao - The Gold Fish Formula.
Trends 01
02 USER RESEARCH
User background
016
Senegalese immigration to Italy started during the 80’s, as an effect of the closure of the French and German borders. The Senegalese people are accustomed to travel around Africa.
User analysis 02
017
The main reason of the emigration is an economical motivation connected to the goal of “bring something with them� and go back to their home country.
For that reason Senegalese women remain in their home country in order to not forget their values and traditions.
User analysis 02
Personas review
018
+ RED persona
“
He comes illegally He’s been here for just a few days He still thinks that Italy is a Paradise
“
”
The new one
I can’t wait to see the paradise.
User analysis 02
”
He doesn’t know about his future
019
”
+ BLUE persona
He comes illegally He sells illegal stuff in the street He remains being illegal all the time
“
He wants to escape
“
”
The homesick
Looking for a way to go back.
User analysis 02
020
+ YELLOW persona
“
He arrived legally The questura did not give him a residence permit He met people who offered him a legal job
“
”
The hopeful immigrant
One day everything will get better.
User analysis 02
He lost the job and he became illegal He is hopeful to find a new job
”
He will go back to Senegal with his head held high
021
+GREEN persona
“
He arrived legally Questura did not residence permit
give
him
a
He married an Italian girl He became an Italian citizen
”
He wants to continue living in Italy with his new family
“
”
The italianish
It was worth all my sacrifices.
User analysis 02
03 SCENARIO BUILDING
Bank of capabilities getting information
024
“Gathering Senegaleses’ knowledge and skills to provide working opportunities and a better future.” STAKEHOLDERS
DESCRIPTION
- Senegalese Immigrants. - Italian companies - Job Agency (Manpower and Adecco) - Non-profit organizations
The idea is to help the Senegalese community to gather people’s skills and capabilities in a database and then connect them with Italian industry’s needs. The platform would use partnerships as jobs agencies and non-profit organizations in order to guarantee the quality of the human resources management and social impact in Senegal. Italian companies can supply its workers requirements at the same time as the Senegaleses can have the opportunity to have a job in Italy, have a cultural exchange and return to Senegal.
CONTEXT If you have a legal job in Italy you can have access to benefits like health service, legal rights, the resident permit, etc.
Scenario selection 03
Meeting Italy
socialize, get / stay in contact
025
“Creating a more favorable environment for social exchange and cultural sharing between two countries.� STAKEHOLDERS
DESCRIPTION
- Senegalese community in Italy - Italian community - Senegalese Embassy - Social Centers (Leoncavallo)
The idea is to provide spaces and activities in order to encourage the cultural exchange and social interaction, e.g. dinners, meetings, sports match, cultural events, etc. This activities look for create social fabric and improve their interactions.
CONTEXT The Senegalese community is completely isolated of the Italian one, since there is no cultural exchange or meaningful relation between them.
Scenario selection 03
Living together
self-care / stay healthy and safe
026
“Joining two communities in order to share resources, satisfy needs, and create a better environment.�
STAKEHOLDER
DESCRIPTION
- Young Senegaleses in Italy - Old Italian citizens - Association of elderly people
The idea is to provide accommodation solutions to the Senegalese community. At the same time they will share time, services and spaces with eldery in Italy. The opportunity is to manage the free place and give it to Senegalese people. In addition, Senegaleses must help elderly people with their daily activities and participate in different cultural activities.
CONTEXT Elderly Italian citizens usually live alone in big houses or apartments. They have tried to organize different activities between seniors and in some cases with young people in order to share resources and improve the social interaction.
Scenario selection 03
Working on my bike mobility
027
“Provide working solutions while Senegal travel around Milan.�
STAKEHOLDERS - Senegaleses in Italy - Bike industry (Bianchi Bicycles) - ATM (BikeMi) - Milanese Municipality CONTEXT Milanese people do not have access to complementary transport services like fixed points or bike-taxi solution for short distances. On the other hand, Senegaleses; working in the streets; do not only need a legal work to earn money day by day, but
also a transport system to travel trough the city to reach their homes and work places. DESCRIPTION The main idea is to provide legal job opportunities at the same time that mobility needs are being satisfied. The Senegalese people will be trained in issues like bike fixing, ATM service, Bikemi project and everything sponsored by municipality. There will be tricycles build by Italian company Bianchi in which Senegaleses can work and use them in their daily life.
Scenario selection 03
Social market
identity / cultural background
028
“Selling and sharing goods as an excuse to interact with locals and foreigners while Senegaleses earn money in a legal activity.” STAKEHOLDER
DESCRIPTION
- Senegalese community - Italian community - Centro Sociale (Leoncavallo, and others)
The idea is to provide a physical space in which social interaction should be encouraged. In this place both Italians and Senegaleses can sell and share goods and services around communal activities. At the same time, the Senegaleses’ situation will be supported by the profit obtained in the exercise, encouraging them to legalize their issues in Italy.
CONTEXT The Senegalese community in Italy is in lack of social inclusion. They don’t have any clear opportunities to friendly socialization with Italians, mainly because the only existing contact is with pedestrians in the street.
Scenario selection 03
029
Scenario selection 03
04 SELECTED SCENARIO
Mindmap Specific Goals Profit
Savings
Social Fabric
Return
Improve Life
Money
Learning
032
Community Impact
Family
Help
Community
Training
Economical Incentive
Goals Experience
Job PERSON
Codice Fiscale
Bank Account
Resident Permit
SENEGAL
Social Inclusion
Legal WELCOMING
ITALY Medical Service
Return
Community Impact
Employer Arrive
Global
Trend
Chain to Change Human Resources
Work Force
Sharing Immigration
Managment
Team Work
Selected scenario 04
Regulation
Personal Change
Vision Give
Goals
Receive
Moodboard
033
Selected scenario 04
Vision “My family is the center of all my goals; I want to work in Italy, and my desire is to go back with my head held high.�
034
The dream of a nice community located in a small village near to Dakar become true when one of its young men have had the possibility to travel and work legally in Italy. The family had waited for this moment for years and they looked with hope on the opportunity provided by a job agency; they are happy, because they know that their boy is not going to risk his life being on a dangerous journey and the chances to have a better life after his return are almost for sure.
Selected scenario 04
At the same time, an Italian manufacturing company knows that they can focus on the activities to make them earn more money and not in the bureaucracy around human resources. In addition, the company’s workers help to create a bridge between two different cultures. In the end, the company is proud of this new step towards social change, tolerance and multicultural work teams.
Motivation
035
There are different needs, desires, threats and dangers around Senegalese emigrants and their travel to Italy. In our research we presented threats like lack of information on Italy, illegal intermediaries providing visas, dangerous travel, bad accommodation, illegal jobs, lack of medical service, the pressure to send money to Senegal. These threats, among uncertainty of the future, are the main preoccupations to these people.
These problems can be solved – and the goals be reached – with a simple element: providing legal jobs in Italy and a way to return to Senegal. This scenario does not just provide a better life for an individual but for families and small communities in Senegal. In this sense, the trend ‘Chain to Change’ corresponds to this project with the idea that individual goals can change personal visions; yet it becomes an improvement of the surroundings.
Selected scenario 04
Innovation
036
The system is not just another program to help immigrants; this PSSD provides the best solution according to Senegalese people’s goals, through an efficient and legal way to do it. The innovation also concerns how Human Resources are managed; using a “go and return” model we can provide opportunity to new candidates successively to work legally, be fairly paid, collect money, and return to his country to continue as actors to improve “the social fabric”.
Selected scenario 04
On the other hand, the Italian Government can regulate the flow of immigrants. Italian companies can satisfy its Human Resources needs, without managing the responsibilities and issues associated to hire new peronnel but helping to improve social inclusion of Senegalese community.
037
Selected scenario 04
05 STAKEHOLDERS
Presentation of stakeholders
040
> Ministère des Affaires étrangères Ministry of Foreign Affaires of Senegal VISION AND MISSION The mission of this ministry is to build and maintain Senegal’s diplomatic relations with other nations worldwide. Europe is an important target for Senegal; both because it is the closest continent of the rich ones but also because of bonds lasting from the colonial era. As part of the Senegalese government, this ministry functions for the Senegalese people, both those in Senegal and those abroad. MOTIVATION FOR JOINING THE SENEGOAL PROJECT Today many Senegaleses enter Italy illegally wih the goal of earning more money than he would do at home. The SENEGOAL project would give the Senegaleses a fair chance to enter Italy legally, and at the same time let Italy overcome part of the illegal immigration. FACTS ON SENEGAL Capital: Dakar Languages: French (official), Wolof, Soninke, Seereer-Siin, Fula, Maninka, Diola Government: Semi-presidential republic Population: 13,700,000 GDP / capita: $1,739 Human Development Index: 0.464 (low)
Stakeholders 05
041
> Ministero del Lavoro e del Politiche Sociale Ministry of Labor and Social Politics of Italy VISION AND MISSION The mission of this ministry is to solve issues concerning labor and social politics in Italy. Unemployment and illegally immigrated foreigners are examples on what the ministry deals with. MOTIVATION FOR JOINING THE SENEGOAL PROJECT As part of the Italian government, this ministry functions for Italy and the Italians. In Italy today there are a large number of illegal Senegaleses, whose main goal is to find a job and earn money. With more people entering the job market, the unemployment increases, and the issue becomes even more critical. Therefore, the country needs to gain control over the immigration flux. The SENEGOAL project would give the Senegaleses a fair chance to enter Italy legally, and at the same time let Italy overcome part of the illegal immigration. FACTS ON ITALY Capital: Rome Languages: Italian Government: Parliamentary republic Population: 60,000,000 GDP / capita: $30,631 Human Development Index: 0.951 (very high)
Stakeholders 05
Actors map
042
Stakeholders 05
Motivation matrix
gives to...
<
MOTIVATION
Senegalese worker
Partner companies in Italy
Ministry of Foreign Affaires of Senegal Ministry of Labor and Social Politics of Italy
Senegoal
Senegalese worker
Partner companies in Italy
° to earn more money than one would in Senegal ° to create a better life for oneself / family
° working hours
° money for the time worked (however, this is an indirect payment, via Senegoal)
Ministry of Foreign Affaires of Senegal
Ministry of Labor and Social Politics of Italy
Senegoal
° a broader international experience of the Senegalese people
° less illegal Senegaleses, and more legal ones in Italy
° to be able to buy work services from Senegoal without hiring costs and HR costs
° indirect money to develop the Senegalese infrastructure/ society
° job spots
° potential job spots to be placed by Senegaleses
° to give opportunity to go to Italy legally
° to provide the connection with Senegalese workers
° to obtain more money to the Senegalese economy
° further developed diplomatic relationship
° contact info on potential Italian companies
° to endorse visas ° to endorse “Permission of Stay”
° to provide the opportunity to have legal workers
° further developed diplomatic relationship
° to control the immigration from Senegal to Italy ° reduce the number of illegal
° possibility to work in Italy for a predefined amount of time
° possibility to have workers without hiring or HR costs ° website to ask for workers
° to give information on the travel to Italy
° to give information on the travel to Italy
043
° to provide a service where legal Senegaleses get connected wth Italian companies
Stakeholders 05
Flows of cash/ info/ goods
044
Stakeholders 05
045
Stakeholders 05
Existing case / FLEXI
> FLEXI by the Ministry of Labor and Social Politics of Italy
046
www.lavoro.gov.it/FLEXI/EN/LMUtentiInteressati/
Flexi is web-based platform that through a database collaboration allows: - Italian employers in order to search for possible professionals profiles and required for specific profiles to entitled of foreign countries. - Authorized entities of foreign countries to insert the vital statistics of workers who are planning to migrate Italy and to encourage the labor matching meeting the labor requirements of Italian companies.
Stakeholders 05
SWOT analysis / FLEXI Strengths
Weaknesses
> There is a three-way information flow between the local administration, the workers and the companies - directly via the website.
> Institution based in Italy and right hand in governmentâ&#x20AC;&#x2122;s policies, for that reason, just immigrants living in Italy can apply.
SW OT
> The administration makes a deep and careful analysis of who is suitable for what job, in order to strengthen the job market, and satisfy the companies.
> Companies can express their preference for one or many nominatives of the list.
> Not too many immigrants are aware of the program (overall not well known).
047
> Illegal immigrants are completely excluded and there are no policies to help them to find a job and legalize their situation.
Opportunities
Threats
> Create real links with other governments to make the program and the international relationships stronger.
> This program depends completely on governmental policies, which change quite often. This makes the program less stable.
> Improve the digital platform to make it easier and more effective.
> Immigrants do often doubt governmentâ&#x20AC;&#x2122;s initiatives.
> More communication between the program and different immigrants associations.
Stakeholders 05
Existing case / TOKTEN
> TOKTEN by the Ministry of Foreign Affaires of Senegal
048
www.diplomatie.gouv.sn/maeuase/index_tokten.htm
The objective of this programme is to make use of the nationals residing abroad to provide short-term service in countries of their origin in economic and social development. Tokten Consultants are expatriate nationals who return to invest their expertise in ongoing projects in their home countries. Proficiency in the local language, strong motivation to serve the home country and demonstrated success in their profession, all contribute to produce significant returns.
Selected scenario 04
SWOT analysis / TOKTEN Strengths
Weaknesses
> It is an opportunity for expatriate nationals to use their long-time experiences in their fields of specialization in their.
> The program is only accessible for expatriate nationals.
> The expatriates can return to their home country.
> Consultants return to Senegal (or other country) but only for an agreed period of time.
SW OT
049
> Highly skilled expatriate professionals have provided technical expertise, policy advice and research to governments, private and public sectors, universities, etc.
Opportunities
Threats
> Invite consultants from others countries to make the same labor, in order to spread the knowledge and help the local community.
> Selected people could avoid their duties by not leaving the country after the agreed period of time.
> Select local professionals and letting them work or study in other countries.
> Since the time range is defined on forehand, effective projects could have to be ceased even though it would be useful to continue.
Selected scenario 04
SENEGOAL positioning INDIVIDUAL PURPOSE
050 NATIONAL IMPACT
INTERNATIONAL IMPACT
FLEXI
TOKTEN PUBLIC CONCERN
Competitors Due the kind of project we are designing we consider that our model does not have direct or indirect competitors mainly because it is focus in social impact instead of business profit.
Stakeholders 05
For this reason, the projects Flexi and Tokten have been connected as “Existing Cases” that satisfy the same need in a different way.
SWOT analysis / SENEGOAL Strengths
Weaknesses
> Senegalese people have the opportunity to accomplish their goals, work in italy and return to provide a better life for their families/communities.
> The beneficiaries must continue the program all the way to the end, and the possibility to get out in the middle of the contract is not clear.
> Italian Government can regulate the flow of immigrants.
> The company usually doesnâ&#x20AC;&#x2122;t get to meet the worker before, which could be treated as a weakness. (But could also be considerated as a way of overcoming cultural fright.)
SW OT
> Italian companies can satisfy its Human Resources needs, without managing the responsibilities and issues associated to hire new personnel.
Opportunities
> To spread the same model in other African countries and connect them with other European countries.
051
Threats
> This program depends in a big part on governmental policies, which could make it less developable, or less controlable.
> Provide more and specialized assistance in peripheral issues around the main service.
Stakeholders 05
06 USER PERSPECTIVE
Users
054
GENERAL USERS Senegalese people living in Senegal and who are not satisfied with their life because they donâ&#x20AC;&#x2122;t have the possibilities to control their future.
SPECIFIC USERS \\ Senegalese who wants to come in Europe for a certain time to collect money and send to his family to give them a better life in Senegal. \\ Young Senegalese who want to find a new life in Europe.
User perspective 06
Personas
055
The family man \ He is a male \ Early 30â&#x20AC;&#x2122;s \ Mid scholarity (high school) \ He is married with a Senegalese woman \ He has two children \ He is a farm worker MOTIVATION He would like to go to Europe because the money he earns right now is not enough to give his family a dignified life. He is really tied to his country and he wants to contribute to the Senegalese economy.
User perspective 06
056
The dreamer \ He is a male \ Early 20’s \ Mid scholar (high school) \ He does not have strong relationships to Senegal \ He is unemployed MOTIVATION He doesn’t have nothing to lose in Senegal, he is young and he is a dreamer. He believes that he will find new opportunities and a new life in Europe. At the same time he doesn’t want to lose his roots.
User perspective 06
057
The highly educated \ He is a male \ Early 30â&#x20AC;&#x2122;s \ High scholar (College) \ He is married to a Senegalese woman \ He has one child \ He is an economist but he has a casual job
MOTIVATION He should have the capability to build a pleasurable future but he canâ&#x20AC;&#x2122;t find a good job that would allow him and his family to live happily. He would like to come in Europe to collect some money in order to have more opportunities back in Senegal and to give to his child a better life.
User perspective 06
Storyboard
info: 800 123 342 www.lavoro.gov.it/senegoal
A safe way to give you and your family a better life.
058
1. Senegaleses
get t o know about t he SENGEOAL program from advertisement campaigns in Senegal.
2. The user goes t o the SENEGOAL o ffice to get more information.
info desk in Senegal.
3. At t he i nfo
desk t he user asks f or more specific information about the program.
User perspective 06
4. If the user is interested in the program, he can register t o be uploaded i nto the database o f capabilities, and t o make an appointment with a coordinator.
059
5. In the waiting area the user can get more
6. The user has the appointment; he meets a
7. The
8. He receives a personal kit.
information from books, magazines o r from t estimonials (written evaluation letters) of people who participated i n the program before.
user accepts t he work and s igns t he contract between him and Senegoal.
coordinator f or a n interview and t hen - if being a suitable candidate - he c an be selected for the program.
User perspective 06
Surname: DIOU UF Name: ABDOU
VISA
GARZANTI 2010
I PICCOLI DIZIONARI
WELCOME TO ITALY
Italiano-Wolof Wolof-Italiano more information on www.airEuropa.com/voucher
TICKET FLIGHT FROM DAKAR TO MILAN
more information on www.airEuropa.com/voucher
Push SIM from back to detach.
Special call rate for
4825
2765
AMADOU SECK
2736
VALID THRU
10/15
0987
35%
25 february 2010
ONLY FOR
WORKERS.
060 9. The kit contains a cell phone and a sim card
with a specific tariff for calls to Senegal, a flight voucher discount, a dictionary and manual with some instructions on how to live in Italy and a USB bracelet for collecting information or pictures in Italy. There is also a presentation of a couple of bank companies of which the user chooses one when arriving in Italy.
more information on www.airEuropa.com/voucher
TICKET FLIGHT FROM MILAN TO DAKAR open date
10. He prepares the VISA, he buys the flights
and he prepares the luggage for the departure.
info desk in Italy.
PERS
ONAL
KIT
11. It is time to take the flight and reach Italy in order to build opportunities.
User perspective 06
12. When he arrives in Italy, in Milan he first goes to the agency to say that he has arrived. Here he gets help to arrange all the documents testifying to his legality in Italy. And he gets help with accomodation and the meeting with the company.
VINI NEL CUORE DELLA LOMBARDIA
061 13.Meeting with the company and welcoming day.
14. He works in italy.
During his staying in italy.....
15a. The f amily
in Senegal can contact h im via Skype at the agency of Senegal.
15b. The
user contacts t he family in Senegal via Skype at the agency of Italy.
User perspective 06
During his staying in italy.....
062
16. At the agency in Italy the user can check
his e-mail, his bank account and send money to his family.
17. During
his time i n Italy h e saves money for his future.
During his staying in italy.....
Restaurant Amadou CHEF PERSO NAL KIT
18.
When his period of working in Italy is done - in o ther words: when money has been collected - h e goes back t o Senegal and stays with his family.
User perspective 06
19. Now he can start a new activity in Senegal.
063
User perspective 06
Customer journey
1. FIRST CONTACT
064
2. CHECK IN
1.1. Advertisement
3. PRE-FLIGHT 3.1. Visa appoinment
2.2. Applying to Senegoal program
3.2. Preparations for the travel - Receive KIT
2.3. Singing the contract with Senegoal
3.3. Airport Issues Flight to Italy
2.4. Travel advise, monitoring about legal issues
4.1. Airport Issues - First Contact
4.3. Legal issues: resident permit, bank account, etc. 4.4. Life issues: mobility, accomodation, etc.
Main Touch Points:
Main Touch Points:
- Posters - Bus - Flyers
- Italian Embassy - Visa - Senegoalâ&#x20AC;&#x2122;s KIT - Luggage - Flight ticket - Airport
User perspective 06
4. ARRIVING
5. WORKING
6. DAYLY LIFE
7. DEPARTING
5.1. Introduction day
6.1. Working day
7.1. Finishing Working
5.2. Working issues
6.2. Get in touch with Senegoal program
7.2. Preparations for the travel
6.3. Get in touch with family in Senegal
7.3. Airport Issues Flight to Senegal
8. BACK IN SENEGAL 8.1. Airport Issues - First Contact
065
8.4. Help being advisor, testimonial, etc. 8.5. Create opportunities to have a better life
Main Touch Points: - Welcome meeting - Training activity - Company policies - Workplace - Coworkers - Take charge of his labor
User perspective 06
07 SCENARIO ALTERNATIVES
Scenario alternatives
068
A. PARTICULAR TRAINING While the candidate is gathering all the documents concerning Visa and travel, we can provide specific training like language lessons, work policies, legal issues and general behavior in Italy. This training would be optional according each candidateâ&#x20AC;&#x2122;s profile.
B. MORE SEASONAL WORKS It would be an opportunity to bring the candidate to Italy for less time, but it allows to help more Senegaleses and provides continuous labor force according with specific seasonal needs. The final impact in each individual will be shorter but in the whole Senegalese community probably will be bigger.
Scenario alternatives 07
C. TRANSFERABLE AND FLEXIBLE CONTRACT This alternative should be better for candidates who due their kind of job must be working more time beyond the deadlineâ&#x20AC;&#x2122;s contract (construction industry for example). It would be an opportunity to those candidates that due their sacrifice and good work are required by the employer as full time workers. The Senegoal project would transfer the legal responsibilities over the new employer.
System brief & zones of alternativesâ&#x20AC;&#x2122; impact
SENEGOAL
candidate
client
data base access
aplication on-line aplication in place
A
embassy + legal procedures
Flight + Arrival
S
assistance
S
â&#x201A;Ź
consultancy
selection
training + switching
introduction work tools
pay to have the service
work place
LongTime (+/- 4 years)
{
B
Average Time (+/- 2 years)
069 assistance
pay 90% - hold 10%
Work
Short Time (+/- 6 months)
server
human resources management request
loses 10% of savings
Stay in Italy
S
Return to Senegal
Flight + Arrival
Goal Accomplished
assistance
Give back 100% of savings
consultancy
C
S
S
Scenario alternatives 07
08 PRODUCT SERVICE SYSTEM
The new service system: Senegoal
072
This service, named Senegoal, aims to help Senegaleses to work in Italy legally for a pre-stated amount of time. The desired outcome is to a) reduce the illegal immigration from Senegal, b) give the Senegaleses an opportunity to earn money in order to ameliorate their life conditions in Senegal, and lastly c) increase the overall acceptance of Africans in Italy.
Product service system 08
The slogan of the Senegoal logo is “Opportunity builders”, which sums up the aim in two words. Hereby is a description of the process within the service. We will start with describing the users’ journey throughout the service.
LIFE IN ITALY
BACK IN SENEGAL
System map Finish working.
5 More opportunities to create a new life.
Money collected. Quit from the service
4
Get in touch: Website,Email, Bank account They use the KIT
Stay in the program
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AGENCY ITALY
call 093245789 . Do not hesitate!
1 • poster • bus • flyers
AGENCY SENEGAL
ADVERTISEMENT
START
3
Residence permit Bank account Accomodation
The companies ask workers to the agency
Introduction day at the company
First day at work.
2
Stipulate Apply for the contract with SENEGOAL SENEGOAL. program. • Skills and experience • Psychology test
Preparation.
• Legal Visa • Get KIT with all the info
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Senegoal - Opportunity Builders
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There are different types of advertisments in order to raise the interest for the program - posters, bus advertisement, flyers. There is an agency in Dakar, the capital of Senegal, where interested persons can find more information. The userâ&#x20AC;&#x2122;s first active action would be to sign up for an appointment with a coordinator. The user (hereby referred to as â&#x20AC;&#x153;heâ&#x20AC;?) gets feedback from the coordinator on what to best fit for the program. Then he applies for the Senegoal program by filling in a document (including skills and previous experience), giving his Motivation letter, and taking a small psychology test. After the application has been sent, he waits for the answer: either he is being accepted or denied. If accepted, he stipluates a contract with Senegoal. The contract defines what company he is going to work for in Italy and for how long time, could be months or years. (When
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in Italy, the time rang can change, if both parts agree on it.) Now it is time to prepare for life in Italy. He will get a legal Visa. And Senegoal will provide him with a Welcome Kit with all the information needed for the experience, such as an information booklet, cell phone, so on. Then he travels to Italy. From the Italian airport, he takes the bus to the train station in Milan. This is where the Senegoal Milan agency is situated, in order to make it directly accesible for the irriving Senegaleses. When arrived in Italy, the most urgent thing is to find an appartment or a room. In the agancy there is a wall where people can put notes on available lodgements. Also, the user has to open an Italian bank
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account and receive the Residence Permit (from the Italian government) - both with help from the agency. There might be an introduction day at work, or he just starts working (learning) immediatly. Now the core process of this service has begun. This working period will give the Senegalese more money than a job in Senegal would yield. He will receive a mothnly salary, but 10 % will be saved by the Senegoal programme. This money will be given back to the user when (if) he returns to Senegal. If he does not return to Senegal for some reason; he could be offered a employment contract directly from the company, or he could meet a partner; he will not receive those 10 %. When living in Italy, he has the possibility to contact his family in Senegal via his cell phone. With his bank account, he can
manage money transitions to Senegal, if wanted. After the working period is done, he goes back to Senegal (most likely) and thereby receives the money that Senegoal has saved. With his new financial resources, he should be able to prepare a better life for him and his family - in Senegal. For example, he can start up a business, and of course provide his family with requisites. A person that has been given this experience, is able to give true information to other Seegaleses about life in Italy and hopefully kill the rumors about â&#x20AC;&#x153;the paradiseâ&#x20AC;?.
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Advertising campaign in Senegal
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077
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079
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Agency in Senegal and in Italy Bathroom. The interview office.
080
The info desk
The internet area The waiting/ self-info area.
PLANT
SCALE 1:50
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The agency is very simple, a colorful and peaceful place where senegalese people are welcomed to enter and know about the programme.
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The exterior facade
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The interior general view
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The info desk
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The waiting/self-info area
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The interet area
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Personal kit Inside
WELCOME TO ITALY
I PICCOLI DIZIONARI
084
GARZANTI 2010
Italiano-Wolof Wolof-Italiano
more information on www.airEuropa.com/voucher
Push SIM from back to detach.
Special call rate for
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4825
2765
AMADOU SECK
2736
VALID THRU
10/15
0987
35% ONLY FOR
WORKERS.
Outside
PERSONAL KIT 085
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Website Homepage
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Login
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Personal plan
087
Mailbox
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Posters An opportunity to create your
Poster wall
future.
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info: 800 123 342 www.lavoro.gov.it/senegoal
Poster bus A safe way to give a better life to you and your family.
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Flyers Postcard 10X15
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Front
Back Opportunity builders. Senegoal g ives t he opportunity t o you t o have a l egal j ob i n Italy, communicated by agencies in Sengal and Italy. This service w orks t o an agreement b etween t he Italian and t he Senegalese goverments.
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09 VALUES AND BENEFITS
Motivation
Userâ&#x20AC;&#x2122;s point of view
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- Opportunity to make an exchange experience and work abroad without to spend too much money. - Participate in an exchange program that promotes social inclusion in order to help Senegalese people to have a better life and a decent job. - Get knowledge and experience in a different language, culture and customs. - Work for an Italian Company, learning a new activity and improving their working skills. - Support in the whole process by the website and Senegoalâ&#x20AC;&#x2122;s offices in both Senegal and Italy.
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Benefits
Userâ&#x20AC;&#x2122;s point of view
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- Have a guaranteed job in Italy and money when they return to Senegal. - Obtain Italian Visa in a legal way. - Obtain the Resident Permit and therefore medical assistance, legal rights, among others. - Be able to open their own business or find a better job when they return to Senegal.
- Support in the whole process by the website and Senegoalâ&#x20AC;&#x2122;s offices in both Senegal and Italy. - The agencies provide courses to help them to open their own business when they return to Senegal. - Get in touch with the family, check out the e-mail and transations of bank account from website of Senegoal.
- Receive a Kit before arrive to Italy with all the information they need to start their working exchange experience. - Complete support provided by Senegoal agency to help the beneficiaries when they return to Senegal in
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Motivation
Stakeholderâ&#x20AC;&#x2122;s point of view
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- Create links with other governments to make the international relationships stronger. - The Companies do not need to waste their time searching and selecting people to hire, the agency do that. - The Companies make a contract with the Agency, not with the hired person, excluding possibility to they have problems with the hired person. - Help the Senegalese community, providing opportunities to have a better life.
Values and benefits 09
Benefits
Stakeholderâ&#x20AC;&#x2122;s point of view
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- The Companies do not need to concern about the hireâ&#x20AC;&#x2122;s process, the Agencies are responsibles to do that. - The Companies do not have legal responsabilities with the employers, this is responsability of the Agencies. - Be in touch with foreign people sharing dierent experience and knowledge. - Take advantage of hire people from this program, promoting advertisement of social programs realized by this company.
Values and benefits 09
10 COORDINATED IMAGE
Logo design COLORS C= 79 M= 0 Y= 100 K= 0 C= 86 M= 85 Y= 79 K= 100 098
C= 0 M= 0 Y= 0 K= 0
LOGO MEANING
For the logo two words have been merged: Senegal and Goal, in order to explain the main concept of the new service. The two words used were been chosen because they remind that it is a service for senegalese people and that wants to help them to reach their own goal. The graphic is thought to attract the users to join the programme. The O is composed by two people who try to hug eachother. The green color has been chosen because it is a symbol of hope and it is a color that doesnâ&#x20AC;&#x2122;t stress and evoke any feeling, it is a neutral color.
Coordinated image 10
FONTS HARABARA BOLD for the logo lettering in capital letter.
Helvetica for the claim.
VARIABLE COLORS
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These are the logo options that can be used for advertisment campaigns.
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0
Credits
101
POLITECNICO DI MILANO PSSD_Product Sercice System Design 2009/2010 Academic Year Metadesign Mapping and Visualization of the Project System Material for Design prof. Luisa Collisa prof. Cabirio Cautela prof. Valentina Auricchio prof. Gianluca Brugnoli prof. Fabio Sergio
BLIND I AM Emanuela Delfino Miguel Bello Silvia Remotti Sofia Reibring Gabriela Rocha
749630 749187 749770 749053 749437
Credits