1 Month, 2012 @Milano Group Work with Silvia Ballerini & Yaohua Li & Anna Maggi & Ying Ying Zhou SERVICE design
01> Jamsession a laboratory for collaborative conserve production This studio aims to explore the capacity of designers to conceive and develop brilliant and unprecedented ideas about how to use and valorize local resources, co-designing with people, leveraging on professional amateurism, people’s self organization and collaboration. In particular, the studio challenges and rethinks the way we do food shopping: we created new services proposing alternative and more sustainable ways of distributing, supplying and purchasing food based on collaboration, with the aim of producing solutions that can trigger new ways to provide the city with local food. We worked within the geographical area of Milan, zona 4 which is located in the south-eastern side of the city.
Jamsession is a service for collaborative jam making between the citizens of Zona 4 of Milan and the cultural associations of the area. the raw materials are brought to a “kitchen laboratory� in spazio tertulliano by the local farmer, and then produce into delicious jam or other preserved food by the citizens, helping by the trained staffs. in exchange, the citizens are given a part of the conserve or enjoy a discount. thus, it is a service for people to learn traditional food conservation techniques, get in touch with the local producers, meet new people and of course get an organic local product for free! the design project contained a co-design session to verify and discuss the idea resulted from the concept generation session with local actors and expert, as well as to re-define them according to the co-design feedback. ViDeO in VimeO
https://vimeo.com/44787363
8 | XINGdeSiGn.it | JaMSeSSion | introduCtion
TOPiC: Food Local Distribution System the workshop explored design for services applied to the topic of the local distribution System, with the aim of producing solutions that can trigger new ways to provide the city with local food. local distribution System (ldS) is a way to define a network of retail solution based on the principles of de-mediation and short chain. it aims to be an alternative to the large-scale retail trade and to support the direct encounter between food supply and demand.
Organization Of the Workshop there are three stages of the design work: we feeded our imagination with blue-sky research and cases study then developed our own ideas about local distribution Systems; we discussed and co-designed with local stakeholders and experts; and we had it designed, using different communication techniques: storytelling, storyboarding and representation tools that trained our capabilities of envisioning and simulating design scenarios.
the Blue part means a direct encounter between farmers and citizens
3
TASK 3: Service Design (June 15th – June 27th)
1
TASK 1: exploring The Field (June 1st – June 6th)
to design the service in the details and its first prototype that adopt enacting techniques.
the first thing we need to do is understand the topic and the context. there are three aims in this phase:
the service developed and described in details. the prototype generated a short movie/animation that be made available on internet for further comments by the people and potential stakeholders.
- understanding the context of Zona 4 - defining local resources and design opportunities on the context - finding case studies to feed and to support the generation of ideas
P10-26
P27-31
2
TASK 2: Co-Design (June 8th – June 18th)
to verify and discuss the ideas resulted from the concept generation session with local actors and expert, as well as to re-define them according to the co-design feedback. the sessions are articulated in two steps: - June, 14th, 6 – 8 pm, at Cascina Cuccagna >> Zona 4 local stakeholders and experts - June, 16th, 9am – 2 pm, at Mercato della terra >> general users of the market and potential stakeholders
P32-38
topiC and orGaniZatioin | JaMSeSSion | XINGdeSiGn.it | 9
3 SERVICE DESIGN
Concept1_CookSurfing
Concept2_One Day Cook
Concept3_Jamsession
CookSurfing is a service that has a online platform (like couch surfing) for the local housewives and the tourists. The local housewives can register online and offer their info about the food they can cook and their contact way (add.&tel). The tourists can order online to make an appointment. On the expected day the tourists arrive at the housewife’s home and they can pay for the service after dinner.
One Day Cook is about local cooking amateurs who have special cuisines can cook in the public space (plazas, parks) for one day with the help of an organizer who has a truck that acts like a mobile kitchen. The local people and tourists can sit down directly on the seats which be set around the truck. They should pay for their food. In addition, they can also buy a kind of kit which contains the recipe and the maybe raw materials which can be sent to their friends to spread the tastes and skills.
In the agricultural production, there are always many left overs. the wives of the farmers usually make tomato sauces, fruit jams, pickles product with them (it is a very traditional thing of milan-italy)
The professor’s comment: You should also focus on the Food Distribution from the farmers and the citizens. How they can be linked with a service? How the local food be delivered to the customers.
The professor’s comment: The cost of the truck will be too expensive and they suggest us to find a existing cheap kitchen in zona 4.
We could transform the kitchen in Spazio Tertulliano into the very place where these “farmers assistants” will cook their jams. people from spazio tertulliano and places nearby could go there and help the farmers to do this. As an exchange, they will get free jam pots, free production or discounts on the farmers’ production. Even children could go there with the school and participate to some workshops. There will also be an online platform to organize the service. The professor’s comment: the most strong concept in these three, we need to refine it to make it effecient.
10 | XINGDESIGN.IT | Jamsession | Concepts proposal
40%
ORGANIZERS
Farm
60%
Provide funds, place, pots, jars, trained staff
By Truck
Jam Selling
City
Volunteers Get Rewards
FARMERS CITIZENS Promotion
Application Verification
Advertisment
Transportation
Giving Recipe
Jamming Workshop
Selling & Reward
made by
Organizations
...
Farmers Citizens Money Flow
made by
the Service At A Glance The diagram above show the steps of process, the interaction between different stakeholders, the touchpoints in each step and the flows of money. I really like this diagram because it express the service clearly and detailed.
application, website, SNS, the posters in loco, words of month, also directional SMS notification.
As the diagram shows, the whole service can be divided into 7 phases:
4. Transportation: On the expected day, the farmers carry the raw material to Spazio with their trucks.
1. Promotion: The organisers promote the service to the food suppliers, by Internet, the stands and the posters.
5. Giving recipe: The farmer teach the cook the way to make jam by demonstration and recipe card.
2. Application & Verification: The farmers participate the service of collaborative jamming workshop by applying online, then the organisers verify their application and arrange their calendar.
6. Jamming workshop: The local citizens making the jam under the direction of the cook, they used the space and tools offered by the service provider.
3. Advertisement: The organisers advertise the event to local people to attract them attend the workshop. More channels will be used to promote the event: smartphone
7. Selling & Reward: The jams produced in the workshop will be selled and the money gained will be allocated to the farmers and the service organisers. The volunteers get rewards like free jams for their hard work. The service at a glance | Jamsession | XINGDESIGN.IT | 11
FARMER He produces raw material all the year. They change by season. At the end of each season, some food remains from the delivery to the clients (fruit in excess)
FARMER’S ASSISTANTS In the Italian tradition, the wives of the farmers usually help them to create products from these products in excess, out of the regular production.
NIL 28 NIL28 is a cultural association in Zona 4, whose aim is to create a new cultural centre in this particular area, linking the new lifestyle with the tradition of Milan.
What? the introduction of characters This page shows the main characters will be involed in the service and the visualisation later.
12 | XINGDESIGN.IT | Jamsession | The details of the service
What? the interactive storyboard... WHAT?
WE ARE ORGANSER
LOCAL FOOD
APPLICATION
JAMMING
BIO
PROMOTION
BIG HARVEST
consiglio di zona
FARMS
FOR GIFT
JION IN
SEE ON WEB
ORGANIZATION OK. I WILL TEACH..
THIS IS MY RECIPE.
VOLUNTEER 14:00 - 18:0 15 Jun 0 e
WORKSHOP
LEARN TRADITION
SALE & VOLUNTARY
VOLUNTEER FREE JAM AS REWARD
ET
K MAR
JAM FOR SALE!
SALE
The details of the service | Jamsession | XINGDESIGN.IT | 13
Who? the stakeholder map...
ire Milano r t u N
Spazio Tertulliano
PRO-PRO MOTERS
USERS
farmers
14 | XINGDESIGN.IT | Jamsession | The details of the service
trained staff
people from zona 4
NIL28
elderly people
Consiglio Di Zona 4
S.T. workers/ students
shop owner
children
Who? the system map... the stakeholder map in the previous page shows the relation among the actors of the service. the system map is a visual description of the service technical organization: the different actors involved, their mutual links and the flows of materials, energy, information and money through the system.
Spazio Tertulliano
NIL28
Consiglio Di Zona 4
PROMOTERS
MATERIAL
INFOMATION con s
erv
a
farmers
people from zona 4
trained staff
elderly people
S.T. workers/ students
shop owner
children
PROMOTER/ USERS USERS
MONETARY con s
erv
a
con s
erv
a
the detailS of the ServiCe | JaMSeSSion | XINGdeSiGn.it | 15
How? the evidences of the service...
TANGIBLE
INTANGIBLE
in schools parents organizations in ARCI circles
COME AND TRY IT IS FUN!
in elderly people’s associations
Online Platform
Traditional Advertisement the jam’s label with recipe, name of the service ad of the farmer
Smartphone App
Word Of Mouth consiglio di zona
I MADE THIS TRY, IT IS GOOD!
YUMMY! THANK YOU!
Council of Zona 4 Website
NIL28 Website-Blog
Spazio Tertulliano Website
Social Networks
Spazio Tertulliano
INFORMATION & SALE
Stand in Open Market consiglio di zona
Council of Zona 4
16 | XINGDESIGN.IT | Jamsession | The details of the service
Gift From A Service User
How? the customer journey canvas... SERVICE PERIOD
CUSTOMER RELATIONSHIP MANAGEMENT
SERVICE JOURNEY
... WEB PLATFORM
internet
market stand
poster
word of mouth
SOCIAL MEDIA may not be accessible by the elderly
GUEST AREA MEMBER AREA
LABEL ON JAM
MARKET STAND
web platform
IN LOCO Taste of homemade jam
WORD-OF-MOUTH WORD OF MOUTH
con s
erv
a
farmer’s recipe
jam as a present
...
may not be attended by young people
invite friends
ADVERTISEMENT
...
INFORMATION CREDIBILITY
provides initiatives based on collaboration and sustainability
is it trustworthy information?
Most of the farmers have experience on cooking lab
skilled customers can become the cook
buy jam in Zona 4’s local shops
...
build a web archive of the past events
People may like or not the space given
The customer trusts his loved ones
one of the cultural cores of the neighborhood
SOCIAL MEDIA
ADVERTISEMENT / PUBLIC RELATIONS
POST-SERVICE PERIOD
WORD-OF-MOUTH
INFORMATION MANIPULABILITY
PRE-SERVICE PERIOD
friendship between farmers and zona 4
collaboration between farmers
friendship between elderly and young
EXPECRATION
EXPERIENCES
SATISFACTION / DISSATISFACTION
> create an experience about local food heritage > enforce social fabric > create “added value” for farmer’s product > design a simple but solid distribution system
> unusual experience out of nowadays routine > meet new people with different age and background > enjoy a new service based on local traditions (between old and new, past and present) > learn new recipes- become a skilled cook!
> Depends on people’s feedback >People is so far interested in a service like Jamsession!
The details of the service | Jamsession | XINGDESIGN.IT | 17
Special recipe of farmer Gianni!
calendar of turns related with seasonal production
farmer’s recipe for the cook
NORMATIVES & TUTORIALS
cleaning/hygienic kit
manual about food transportation rules selling point kit Spazio Tertulliano
kitchen lab
jar and label toolkit
SALE!
SALE!
market stand
selling point kit Zona 4
web platform
Special recipe of farmer Gianni!
How? the enabling toolkit... The collection of tools that enables the specific agents to perform the activities
hygienic kit for cooking
farmer’s recipe
NORMATIVES & TUTORIALS
manual about food preparation 18 | XINGDESIGN.IT | Jamsession | The details of the service
How? the enabling toolkit _ kitchen & the cooking suit
Fridges should be in acceptable number and capacity for the expected quantity of product
CAP given by the service
BATH ROOM STOR ROOM
PATIO
Garbage cans should be clean and washable
KITCHEN
Dishwashers should be in acceptable capacity for the expected production
Water should be drinkable and coming from public acqueduct
Hood is compulsory because of cooking smoke and steam
OVERALLS Citizen beirng his own
GLOVES given by the service
The details of the service | Jamsession | XINGDESIGN.IT | 19
La scheda è modificabile in qualsiasi momento, e sarà visualizzabile dagli altri membri, compresi coloro che accedono in modalità Guest. Nome e Cognome Nome compagnia Settore (produzione, lavorazione..) Tipo di produzione stagionale
Vuoi cambiare la tua immagine di profilo?
Vuoi mostrare la tua tenuta? Carica una fotografia Salva
Modifica
powered by
consiglio di zona
loCal farMerS’S netWork
Hai dimenticato la tua password?
Username
Password
Hai dimenticato la tua password?
Username
Password
PRODUTTORE Rete di produttori locali
Registrati
Perchè effettuare la registrazione?
Guest
Cosa ti permette di vedere la modalità Guest?
dati per la registrazione
Log in
profili produttori PRODUTTORI TOP
Servizi
Cascina Magenta
Cascina Cuccagna Azienda Agricola Strawberry fields Cascina MAgenta
Rete di produttori locali
Az.Agr. Strawberry Fields
Testimonianze
Log in tramite Facebook
Produttore
Consumatore
+
Mappa
powered by
CALENDARIO
consiglio di zona
Informazioni
powered by
powered by
consiglio di zona consiglio di zona
powered by
loGin
consiglio di zona
farMerS ManaGeMent
CALENDARIO CONSUMATORI
CALENDARIO PRODUTTORI Controlla il calendario, verifica la disponibilità e registrati, cliccando sulla data in cui vuoi consegnare i tuoi prodotti. Le icone mostrano i prodotti prenotati per la consegna in giornata. lun
mar
mer
gio
ven
sab
Controlla il calendario, verifica le date in cui is terranno le “JamSession”. Per iscriverti clicca sull’icona corrispondente alla data preferita e verifica la disponibilità. Se i posti sono al completo (es:20/20), la data non è più disponibile. Le icone dei prodotti mostrano il tipo di conserva che verrà effettuata.
dom
chef
agosto 2012
index
agosto 2012
Marco Augusto Severino Lodolo Claudio Predella
1
lun 8/15
mar
mer 15/15
gio
14/15
Cucina Pulizia Imbottigliamento
20/20 10/20 20/20
powered by
4 Nome dell’azienda agricola e dell’agricoltore responsabile
Il produttore può applicare una suo fotografia sul modulo, un’immagine del prodotto oppure lasciare l’area vuota
3
2
Ingredienti e quantità
powered by
consiglio di zona
consiglio di zona
Calender of farMer
Area Guest
Registrati
Complessità Facile Medio Difficile
Conosci gli agricoltori locali Archivio fotografico Informazioni sul servizio
Tempi Preparazione ingredienti Cottura Sterilizzazione
Pubblica i tuoi suggerimenti per il servizio
SUGGERIMENTI Pubblica i tuoi suggerimenti per il servizio Aggiungi un post Vota le nostre proposte (clicca per votare)
powered by
How? the enabling toolkit_ website & brochure & recipe Strumenti necessari
Nome della ricetta Quantità producibile
ven sab dom 15/20 20/20 13/15
12/15 12/20
15/15
abilita'
Publish people’s recipes on platform
consiglio di zona
Involve citizens in the selling phase
use flowers
“Wall of Fame”
Fulvio
Linda
use agrarian products from animal source
organize cuisine workshops
Amelie
cooking
100 modi di cucinare le uova
Carol e Melo
Our jam for sale
GueSt area
“conserve e concerti” jamSession and concerts
Sergio
Luce e Ada
Edd
il formaggio ubriaco
MILK
preparare la marmellata il formaggio ubriaco
create a museum in Spazio Tertulliano about local food
food performances
powered by
consiglio di zona
Client’S feedBaCk
Consigli Jamsession at a glance
The Offering Map
Ideas and development in the future
Jamsession is a service for collaborative jam making between the citizens of Zona 4 and the cultural associations of the area. The raw materials are brought to a “kitchen laboratory” in Spazio Tertulliano by the farmer who grew them nearby Milano, and then transformend into delicious jam and preserved food by the citizens, helped by a trained staff.
Jamsession offers a rich variety of advantages for all the stakeholders of the service. This map shows how the offering varies and multiplies following a rich interaction.
How could Jamsession develop in the future?
products with added value
bring food in excess to Spazio Tertulliano, a secondary business
WE ARE
Marmellata fragole e rabarbaro 50 kg
e
à Consigli
Ingredienti e quantità Ingrediente 1 Ingrediente 2 Zucchero/Fruttosio/Miele Sale Spezie Acqua
20 | XINGdeSiGn.it | JaMSeSSion | the detailS of the ServiCe
PLA REL TFO PHY ATIV RM ONL SICA E AND INE L POS FRIE TER NDS S
...
FARMERS
Kit: cucchiaio di legno pentola di capienza 1 l misurino per liquidi bilancia contenitori e posate per dosare
Consigli: girare sempre nello stesso senso, costantemente per evitare che si attacchi sul fondo. Aggiungere un pizzico di pepe per rendere la marmellata unica.
JION IN
Online
Provide funds, place,
Adv
STARTING POINT
Volunteers Get Rewards
In Loco 14:00
- 18:00 15 June
SALE & JAM FOR SALE!
RY
MARKET
Word of mouth Gift from users Products
... consiglio di zona
made by
Label
VOLUNTA
Amelie
the enabling toolkit and rules
Luce e Ada
GENITORIANTISMOG
“Mamme antismog”, a group of active parents, who want a healthy lifestyle for their children.
COLLABORATION WITH ELDERLY PEOPLE
Third age Association via Trebbia, 15. It’s an association for the elderly from Zona 4, to organize group activities. JamSession could help to create new relationships and to improve the daily lifestyle.
CAP - GLOVES > given by the service
COLLABORATION WITH SCHOOLS
Workshops with children, to emphasize the importance of a healty lifestyle. The children can gain more responsibility and learn to make something new.
The kitchen in Spazio Tertulliano will have a series of feature for performing the jam-making activity in respect of the sanitary and food conservation norms.
The council could organize periodical events in Spazio Tertulliano to promote the cuisine courses, adding some music.
CREATE A MUSEUM IN SPAZIO TERTULLIANO ABOUT LOCAL FOOD
FOOD PERFORMANCES
Mix theatre shows with food cooking, to create a “food performance”, in collaboration with the cultural activities in Spazio Tertulliano
Garbage cans should be clean and washable Fridges should be in acceptable number and capacity for the expected quantity of product
PATIO
BAGNO CUCINA
...
people moving to zona 4
Citizens
OP
Edd
...
Farmers WORKSH
LEARN TRADITION FREE JAM AS REWARD
more members for the activities
...
Jam Selling
Farm
TEACH..
VOLUNTE
ER
CITIZENS
Truck
THIS IS MY RECIPE.
OK. I WILL
+
MAKE ART
consiglio di zona
Organizers
WEB
COLLABORATION WITH PARENTS
“CONSERVE E CONCERTI” JAMSESSION AND CONCERTS
In Loco
FOR GIFT
SEE ON
Organizations Farmers Citizens Advertisment
Dishwashers should be in acceptable capacity for the expected production
social bonding
cooking with experts, quality products
erva
cons
taste local products buy quality products
learning recipes to re-do at home
cooking with experts, quality products gain free products, co-produced
USE FLOWERS
PRODUCTS & SERVICES
di zona
ION
Fulvio
Sergio
DISPENSA
JAMMING WORKSHOP
more members for the activities
N
consiglio
ORGANIZAT
PROMOTIO
FARMS
SALE
Strumenti necessari
JAMMING
ON
Tempi Preparazione ingredienti Cottura Sterilizzazione
R
gain visibility through word of mouth
BIO
Complessità e tempi Facile Medio Difficile 1 ora preparazione, 2 ore cottura, 10 minuti bollitura vasetti
Complessità Facile Medio Difficile
...
ORGANSE
“WALL OF FAME”
Linda
Carol e Melo
Our jam for sale
OVERALL > the citizen must bring his own
gain money
GAIN COLLABORATORS
BIG HARVEST
Azienda Agricola Strawberry Fields, Giovanni Locusta
INVOLVE CITIZENS IN THE SELLING PHASE
organize online
gain visibility about service organization
ONLINE
People can publish their recipes on Internet. It’s possible to cook them in co-cooking sessions. The one who have published the recipe can be the chef. Periodical printing of the best recipes.
cooking
platform of farmers
food processing for free
new selling point in zona 4
PLATFORM
PUBLISH PEOPLE’S RECIPES ON PLATFORM
INVOLVING PEOPLE
transform leftover in products
The aims of Jamsession are: · build an experience about local food heritage · enforce social fabric in the neighbourhood · create “added value” for farmer’s product
APPLICATI
ola e abile
farMerS’ profile
DATI PROFILO
Session with flowers: how to make bouquet, ikebana, dried flowers (children), pot pourri
USE AGRARIAN PRODUCTS FROM ANIMAL SOURCE
Water should be drinkable and coming from public acqueduct
ORGANIZE CUISINE WORKSHOPS
Prepare preserved food by using milk (cheese, yogurt), eggs, fish and meat 100 modi di cucinare le uova
ill fformaggio orma rm ubriaco
preparare la marmellata il fformaggio ubriaco
Organize kitchen courses on platform. People can register and pay to attend the courses
MILK
Hood is compulsory because of cooking smoke and steam
How? the enabling toolkit_ the business model... COST > around 20.000€ first year (15.000€ the kitchen) > around 5000€ per year
Rent Of Spazio Tertulliano
Kitchen Laboratory
Jar & Label Toolkit
Web Platform Maintenance
INFORMATION & SALE
Electricity
Water
Gas
Hygienic Kit
Trained Staff
Market Stand (Once A Month)
FUnDS AnD COnTRiBUTiOn > around 20.000€ consiglio di zona
Council Of Zona 4 (circa 5000€)
NIL28 Spazio Tertulliano (circa 1000€) (circa 3000€)
FUNDS AND CONTRIBUTIONS around 20,000 €
Fee For Farmers (circa 1000€)
Selling Jam (circa 10000€)
SELLING INCOME
Ask people attend in jamsession to pay for it
IN CASE OF EMERGENCY? the detailS of the ServiCe | JaMSeSSion | XINGdeSiGn.it | 21
Why? the offering and value of the service...
transform leftover in products food processing for free
products with added value
FARMERS
platform of farmers
bring food in excess to Spazio Tertulliano, a secondary business
organize online
...
...
new selling point in zona 4
more members for the activities
COUNCIL OF ZONA 4
gain visibility about service organization
gain visibility through word of mouth consiglio di zona
JAMMING WORKSHOP
more members for the activities social bonding
people moving to zona 4 cooking with experts, quality products
...
CITIZENS a
erv
s con
22 | XINGDESIGN.IT | Jamsession | The details of the service
...
...
taste local products buy quality products
gain money
cooking with experts, quality products gain free products, co-produced learning recipes to re-do at home
What can go wrong and their solutions...
in case farmer has no time to teach recipe
in case the truck arrives late a
erv
s con
the farmer publish the recipe online, so people have the possibility to cook it at home
a
erv
s con
in case of a period without seasonal products
The farmer must fill the “recipe form”, downloaded from the platform, print some copies and bring them to the trained staff, who can manage to cook it right.
use the platform online to organize some courses to learn the “cuisine” They could be with expert chef or with people from zona 4 who have skills in cooking.
switch the session to another day Some copies are free for the people who wants to try the recipe by themselves
free jars of jam, made in the previous sessions
in case of too many people for a session
con
in case of few people & lots of fruit
S M E G
JamSession provide a temporary kit
Buy the raw materials from the local shops of zona 4.
va ser
in case farmer isn’t satisfied about jam the farmer can choose to don’t publish the name of the farm on the label. He gain the main of the jam in any case, but he doesn’t have visibility.
the fruit in excess can be stored in the fridges control people’s skills- Who is able to cook can be the co-chef (assistent)
in case of people forget the sanitary kit
the chef can manage to cook lots of jam with few people
made by
Mara
az.agricola la Straw Strawberry awberry awb b ry r F Fields
made by
Mara
The details of the service | Jamsession | XINGDESIGN.IT | 23
Development and opportunities in the future... GAIN COLLABORATORS
INVOLVING PEOPLE
Publish people’s recipes on platform
collaboration with parents
ARTISTIC SIDE
“conserve e concerti” jamSession and concerts
+ PRODUCTS/ SERVICES
use flowers
cooking
People can publish their recipes on Internet, or put them on a wall in S.T.
It’s possible to cook Periodical them in co-cooking printing of the sessions. The one best recipes who have published (voted by people). the recipe can be Like a recipes the chef book, people can buy it.
Involve citizens in the selling phase
“Mamme antismog”, a group of active parents, who want a healthy lifestyle for their children.
collaboration with elderly people
The council could organize periodical events in Spazio Tertulliano to promote the cuisine courses, adding some music.
food performances
session with flowers: how to make bouquet, ikebana, dried flowers (children), pot pourri
use agrarian products from animal source prepare preserved food by using milk (cheese, yogurt), eggs, fish and meat
Our jam for sale
“Wall of Fame” Linda
Fulvio
Third age Association via Trebbia, 15. It’s an association for the elderly people who live in Zona 4, to organize different group activities. JamSession could help to create new relationships and to improve the daily lifestyle.
mix the dance/theatre shows with food cooking, to create a “food performance”, in collaboration with the cultural activities in Spazio Tertulliano
collaboration with schools
create a museum in Spazio Tertulliano about local food
MILK
organize cuisine workshops
Amelie
Workshops with children, to emphasize the importance of a healty lifestyle. The children can gain more responsibility and learn to make Luce e Ada Carol e Melo 24 | XINGDESIGN.IT | Sergio JamsessionEdd| The details of the service something new.
100 modi di cucinare le uova
il formaggio ubriaco
preparare la marmellata il formaggio ubriaco
organize kitchen courses on platform. People can register and pay to attend the courses see the options online and choose the best one for you propose yourself as chef for the workshops
The video used for communicating and co-design
Video in Vimeo
https://vimeo.com/44787363
The Function Of The Video
Questions In The Video (Italian/English)
Video is intended as tool that enacts the service, using theatre and roleplaying techniques, where characters and situations are simulated, and graphic elements (texts, schemes, icons, drawings...) help to explain what happens and to ask for precise feedbacks.
_Cosa succederebbe se si potessero coinvolgere più attivamente i cittadini? What if the service will involve the citizens in active way?
The aim of this movie is not to present a perfect story, but to offer options and alternatives instead. Alternatives or critical points that, in a continuous co-design process, can be potentially shared with the stakeholders via Internet. The video is divided into three parts. it starts from three questions: tired of jam in the supermarket? Interested in the local food? Want to learn some traditoinal techniques of jamming? This part shows the reason why Jamsession should be existed. After this, it is the process how the service works. The third part which typing styling texts is the questions ask the audiences for co-design. In order to be understood by the local people from zone 4 of Milano, Italy, the video is all in Italian.
_E se il servizio collaborasse con i bambini delle scuole? What if the service could collaborate with children in schools? -Cosa proporre nei periodi privi di produzione stagionale? What the service can provide in the periods without seasonal products? -Cosa succederebbe se il progetto prevedesse anche corsi di cucina? What if the project could provide “cuisine courses” for pay? -Quale contributo daresti al progetto? What will be your contribute to the service? -Regaleresti dei corsi di cucina ai tuoi amici? Would you like to give a coupon for the “cuisine lesson” as a gift? -Sarebbe una bella idea preparare conserve da regalare sotto le feste? Do you like the idea to prepare preserved food by yourself, to give as gift during the holidays? The details of the service | Jamsession | XINGDESIGN.IT | 25
26 | XINGdeSiGn.it deSiGn.it | JaMSeSSion | the detailS of the ServiCe
the Case Study in our Group
1 eXPLoRinG THe FieLD Find Cases To Warm Up mind & To Feed Creativity Cases study collection, arranged according to six different clusters of activities. each group is asked to explore all six the clusters: • Since you are going… taking advantage of someone who’s already going in a peculiar place with a specific pourpose • Since you are passing by… taking advantage of someone who’s already passing by a peculiar route • Since you are doing… taking advantage of someone who’s already doing something for
itself or someone else • Can I do it for you? offering of skills and knowledge to do something that others can’t. not a p2p relation • I give you, you give me… new forms of barter and informal exchange • Might I use your…? engaging someone who has an asset (eg: Zme, spaces, specific knowledge...) to share with others
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Mapping: Get In Touch With The Actual Context, Understand It And Its Resources
Every Group Has Its Own Topic Of Mapping, Our Topic Is THE LIVING NEIGHBOURHOOD
The second assignment is field research and make a Context Description on a hard copy map. We walked along this area, visited places, talked with local people, made interviews with some relative experts in this area, took notes, took photos and videos, chating and singing like a bird. :)
> FOOD RELATED ACTIVITIES > GATHERING POINTS > MOVING AROUND > UNDEREXPLOITED PLACES > EVENTS > CREATIVE COMMUNITIES > LOST/HIDDEN LANDMARK > THE LIVING NEIGHBOURHOOD
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The Main Characteristics Of MILAN, ZONA 4 > LONG TIME RESIDENTIAL AREA > NO MASSIVE CHANGES > WHEALTY AREA > FAMILIES AND RETIRED > PEOPLE COMMITMENT
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M 3
2 4
5
1
6
1 MARKET via Crema
2 BOTTEGAS
CUCCAGNA 3 CASCINA a project by Esterni
BARBA 4 U Osteria
TERTULLIANO 6 SPAZIO 400 people working and studying there
CONTROPROGETTO
DOTDOTDOT
BAOBAB
DANCEHAUS
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BAOBAB
LILIANA 68 y.o.
AGNESE 77 y.o.
ANTONIO 65 y.o.
MARCO 40 y.o.
TERESA & ALBERTO 28 & 30 y.o.
MAURO 42 y.o.
Retired, baby sitter
Retired, she worked as tailor
Electrician
Owner of U Barba
Bookseller
Graphic Designer , Photographer
Via Bellezza
Via Crema
Piazzale Corvetto
first floor of U Barba building
Out of Zona 4
Out of Zona 4
Ravizza park, Market, Nursery
S.Andrea church, Market, Third
Polo Ferrara, Market
U Barba, NIL 28, Spazio
His workplace, Alice, Refeel
Cascina Cuccagna, U Barba,
Night noises, no trees in the park
Age association
Confusion, dirt
Tertulliano
EMIRENO 70 y.o.
SAMIRA & VIOLA 20 y.o.
ALESSIA 30 y.o.
DAVIDE 18 y.o.
workplace
GIOVANNA 35 y.o.
CATERINA 22 y.o.
Retired
Ballet dancers
works @ Controprogetto
Conservatory student
works @ dotdotdot
University Student
Via Crema
Via Calvairate
Out of Zona 4
via Muratori
out of Zona 4
Porta Romana
Hospital, Market, Swimming
Spazio Tertulliano, Centro Sociale
Spazio Tertulliano, parco
Alessandrini Park, Spazio
Dotdotdot, WOW Museo Del
Parco Ravizza, Refeel, Mariposa,
there are no more ball rooms
Vittoria, parco Alessandrini
Alessandrini, Scuola Einstein
Tertulliano
Fumetto, Frigoriferi Milanesi
Bottegas, Cascina Cuccagna
GIANCARLA 83 y.o.
GULSHAT 33 y.o.
ELISABETTA 32 y.o.
BENIAMINO 38 y.o.
The Interview Of Local People: Most Of Them Like This Area We spent one day to interview with ramdon people of Zone 4, asked them these 6 questions below:
retired
housewife
works @ Esterni
works @ Esterni
zona 4
Corso Lodi
Via Guastalla
Via Ferrini
St Andrea church
Alessandrini Park, Largo Marinai
Cascina Cuccagna
Cascina Cuccagna, Alice, Bottegas
d’Italia Park, Mariposa
What do they do? Where do they live? Where do they go? Who do they spend time with? How much they like Zona 4? What they don’t like in Zona 4?
Erbabrusca, Ubarba, Pastamadre The Mapping | Jamsession | XINGDESIGN.IT | 31
PREPARING THE TOOLS @ CASCINA CUCCAGNA
MAKING THE INTERACTIVE BOARD
POSTER INCLUDING AD POSTER AND STORYBOARD
THE INTERESTING BOARD FOR STICKING
THE INTERACTIVE BOARD: PEOPLE CREATE SCENARIO
THE QUESTIONNAIRE FOR CITITIZENS ANF FARMERS
2 Co-DesiGn Aim OF CO-DeSiGn: To include Local Stakeholder in Service Design Process “good ideas can come from anywhere but not from everywhere” “it is not the end of the process but it provides invaluable insights” “locals are the domain experts” “gettng their active involvement”
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What We needed To Codesign > understand if it is possible to build a network of farmers in Milan, and how. > understand if a system of food< >work swap is possible > understand what aspects of the experience are the most valuable
TO INFORM: TO CAUSE A REACTION
TO COLLECT DATA: INFORMATION
TO INFORM: TO SIMULATE A SITUATION
Co-design in Cascina Cuccagna, 14th JUNE
The Key Indicators In Co-Design
We prepared the tools for the co-design session, since many people from the neighbourhood will be asked to participate and help us better defining the service. The questionnaire is a quick way to understand the usersâ&#x20AC;&#x2122; habits regarding preserved food. The interest board helped us clusterize the categories of users: students, retired and kids asked to to stick a symbol on the aspects of service that they find more captivating. The interactive storyboard was the funniest way to interact with people. The environment of play made people say or do things that they wouldnâ&#x20AC;&#x2122;t have done otherwise.
> Co-design with 20/30 possible users of the service > Co-design with 10/20 farmers > Co-design/gain insight into educational systems/schools
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Re-Briefing After The Co-Design in Cascina Cuccagna > More information from the farmers > Data about platform and media users/farmers prefer > More information about the kitchen and the tools
Co-Design in Mercato Della Terra, 16th JUNE In Mercato Della Terra, we had the opportunity to see our service from the farmersâ&#x20AC;&#x2122; point of view. We focused on the producersâ&#x20AC;&#x2122; of preserved food and made them fill the questionnaire. It was important moment for better understanding the preservation techniques.
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The Interview With Farmers In Mercato Della Terra
STAND 11
New Selling Point, Where People Can Buy Their Raw And Cooked Production
BAKERY
-they have 5% of food in excess and it's all re-used to make cakes, breadcrumbs to homeless people and to “Centro sociale Boccaccio” -they are interested in enlarging their business, sending jam made by people, because they have a big added value
-they had a funding for the manufacture of their laboratory -main production is: dried food (rice, prepared rice and soup), jam, sauce -they sell in cooperatives STAND 33
Find New Selling Points, Help In Making Oil -he's a boy (around 30) from Salò -he produces eggplants, peperoni, tomatoes, olives, oil (main production from April to August)
STAND 15
Sell Jam/Juice And New Products In Their Selling Points (they could finance the service)
Help From The Outside For Cooking Jam
STAND 2
-kitchen cleaning is quite simple, but prefer to avoid doing it -they have a laboratory and they can manage it in two people -their seasonal production is focused in summer, but in winter they make a lot of products with orange, lemon... -the production is about 50/60 kg of jam in a time
Need Trained Staff -they business is based on the co-production (agricultural agreements) -the farmer grow food for them and they make ice cream -they have a laboratory which work well
STAND 45
Help From External Lab -material in excess,they make jam and juice -their price are high (double of supermarket products) -their main selling points are markets
Help From The Trained Staff STAND 19
STAND 1
they grow and produce jam/juice/ice cream, by using raw materials in excess. This is a new business they decided to start, but they had to build a laboratory, spending 17.000 euro to build it and 30.000 in a year for the trained staff -our service have an added value (people participation), which could help a lot in selling these products
Preserve Local Tradition, Make Them Get In Touch With People -Elio collaborates with Slow Food and with local initiatives -for him our service is very linked to the seasonal production, so it will be apply all year long, but more concentrated in summer (very good in august, a lot of fruit and vegetables and people are in holiday)
STAND 40
Gain More Money -he asked us: how to bring the food in the laboratory, from an accounting point of view? -he have no periodicity with the transportation of his raw materials -he told us that in Milan someone is trying to build an online platform for the farmers
STAND 41
Make Food In Excess A Secondary Business -they have a small production -they throw away the food in excess
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Prendi! compra prodotti lavorati locali
Prova! co-produci cibo locale
Impara! impara tradizioni e ricette locali
3
6
9
5
2
2
0
1
1
2
2
0
compra prodotti sfusi locali
assaggia prodotti locali
conosci nuove persone
8
4
7
4
2
0
0
1
1
1
2
2
The Result Of Co-Design people was generally interested in the service and wanted to see it realised. Before taking the questionnaire, we had some opinion about aspects of the service that were confirmed by peopleâ&#x20AC;&#x2122;s feedback.
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The Change Of The Service After Co-Design Session
old process
> The farmer no longer participate directly in to the workshop, instead, a cook from NIL 28 will take the responsibility to teach citizens, but after he know the recipe from the farmers. > Add the stands in the market to sell the jam and also promote the events that allow the citizens to apply
new process
40%
ORGANIZERS Provide funds, place, pots, jars, trained staff
By Truck
Farm
60%
Jam Selling
City
Volunteers Get Rewards
FARMERS CITIZENS Promotion
Application Verification
Advertisment
Transportation
Giving Recipe
Jamming Workshop
Selling & Reward
made by
Organizations
...
Farmers Citizens Money Flow
made by
Co-design | Jamsession | XINGDESIGN.IT | 37
What If We Can Do It Again...
> FOCUS GROUP or GROUP SKETCHING with the farmers
> INVITE People in NIL 28 and Spazio Tertulliano people
> CODESIGN with children
> ROUGH PROTOTYPE of the Platform
We need more infomation from the farmer, spend more time with them, listening their suggestions and questions,
Because they are the organizers.
To understand if the service could be suitable for the youngest citizens. It is important because milanese kids are not familiar with the nature cycles and farming techniques.
We need to test a bit about the website
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