Social Innovation Powered By Service Design Presenter: Gabriele Tempesta
Product Design for Social Innovation Powered
By Service Design Presenter: Gabriele Tempesta
Contents
A. Introduction B. Main Case Study C. Additional Cases D. Conclusions
Introduction A bit about us
Who We Are YANG DESIGN is a forward thinking Chinese design consulting firm. It is the very first Chinese winner of the top 4 international awards - Red Dot, iF, G-Mark and IDEA - and has won more than 80 design awards since its founding. It features several facilities, such as YANG DESIGN STRATEGY INSTITUTE, CMF INNOVATION LAB, USER STUDY & SERVICE DESIGN LAB, YZ Brand strategy consultancy, Industrial Design Museum and Neo Handicraft Study Institute. YANG DESIGN is headquartered in Shanghai, with branches in Switzerland and Suzhou as well.
Our Clients YANG DESIGN has been working on industries including smart home, consumer electronics, transportation, FMCG, education, finance and real estate industry. YANG DESIGN has helped renowned brands in China and abroad to increase business value and social impact, including Greenpeace, One Foundation, Boeing, Audi, GM, Siemens, ABB, Samsung, Philips, Swatch, DuPont, Herman Miller, Schneider, Hitachi, Infiniti, Lenovo, Haier, Huawei, Vanke, SOHO.
家电, 设备及 消费电⼦子 Consumer Electronics
交通⼯工具 Autos, Transportation
快消, 时尚及 运动休闲 FMCG, Sports & Fashion
地产 Real Estate
公益组织及公共机构 NGO and community Organization
家居, 厨卫 及照明 Homeware, Lighting
Our Vision We are committed to craft a perfect user experience in everything we design, by following 5 principles of good design from Dieter Zimmer, Jamy Yang’s mentor and member of the jury of Red Dot Design Award.
What we do YANG DESIGN provides user experience-centered design consulting service of brand strategy, digital marketing, design strategy, industrial design, interaction design, and public service design.
UX-Centered Brand Strategy
Digital Marketing
Design Strategy
Industrial Design
Interaction Design
Public Service Design
2010 | Red-dot Design Award
South Ningbo CBD Public Facility System Service Design YANG DESIGN developed a complete public facility system for the CBD business area in Ningbo. This design was developed with attention to its lifecycle and the various stakeholders involved in the process. For instance the modularity allows to adapt the design to different spaces, facilitate maintenance, and create different configurations.
2013 - Present
Vanke Smart Office Park Service Design Officially started as a signage project for Vanke Smart Office Park, YANG DESIGN provided also a strategy report that analyzed people interaction with the space and existing services. The report included recommendations and guidelines for deploying smart technology (smart signage, e-mobility etc.) to improve the overall experience of the business park.
YANGDESIGN通过分析⽤用户群体园区接触点体验， 对园区交通路线、导向系统点位总结
⽆无⼈人电轨⻋车路线覆盖范围
2011 - Present
Boeing Airplane Interior Service Design As the only Chinese design consultancy working for Boeing since 2011, YANG DESIGN has conducted several studies on Chinese consumer insight, user experience, trends and brand identity. In 2014 we have developed innovative interior design concepts to rethink the flight experience. The projects have been very well received by the American headquarters.
2014
Haier Smart Life Service Design Haier, the largest Chinese home appliance company, entered the smart home market with the U+ Platform but they needed to get more people to join it and struggled to imagine the evolution of the system. YANG DESIGN conducted extensive user studies and delivered a strategy report containing scenarios and storyboards detailing the platform use. In addition YANG DESIGN developed a booklet to explain in a simple way how the platform works and what are the benefits for customers who own at least one appliance, encouraging them to complement them with more.
Main Case Study Disaster Relief Tent
Introduction
Background: Earthquakes Sichuan, Gansu and Yunnan are some of the most disaster-stricken provinces in China, especially known for earthquakes.
东北地区 northeast
⻄西北地区 northwest
显著变暖，极端⾼高温频繁
⽓气候变暖、冰川退后；地质 结构复杂导致地质灾难较多
环渤海地区 Bohai rim ⻛风暴潮灾害加重
⻄西南地区 southwest
降⽔水增加，季节性干旱频发 ；地质结构复杂导致地质灾 难较多
华中地区 central
东南地区 southeast
上游降⽔水减少，干旱加重；中下游 降⽔水增多，洪涝频繁，伴有⼭山体滑 坡。
台⻛风咸潮灾害加重
⽕火灾 Fire 台⻛风 typhoon 冰冻／暴雪灾害 Frozen / Blizzard 泥⽯石流 Debris flow disaster disaster ⻛风雹灾害 Wind and hail 旱、涝灾害 Drought, waterlogging disaster
1⽉月
2⽉月
3⽉月
4⽉月
5⽉月
6⽉月
7⽉月
8⽉月
9⽉月
10⽉月
11⽉月 12⽉月
⽕火灾 Fire
Background: The Tents In the aftermath of an earthquake the victims, still affected by the tragedy, are forced to live in disaster relief tents for up to 3 years under harsh conditions until their new houses are built. These tents are often based on military tents.
The Client: 壹基金 “One Foundation” One foundation, the first private charitable fundraising organization in China, set up this project to design a disaster relief tent that provides a better living experience, while expressing One Foundation brand identity.
Disaster Relief
Children Welfare Better Tent Living Experience Better Expression of Brand
Public Welfare Training
Framing The Problem It started as a pretty straight forward product design project: the design team was supposed to take a field trip to Ya'an, which is one of the areas hit by the Lushan earthquake in 2013, study the issues of the existing tents and design a better one.
One Foundation
Increased media and brand identity exposure
Victims
Improved living experience and comfort
Designers
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Practical Issues
Example: adding extra rain protection to the roof
Deeper Needs
Example: Claiming outdoor space to recreate a community
Multiple Stakeholders
Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Practical Issues
Example: adding extra rain protection to the roof
Deeper Needs
Example: Claiming outdoor space to recreate a community
Multiple Stakeholders
Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Practical Issues
Example: adding extra rain protection to the roof
Deeper Needs
Example: Claiming outdoor space to recreate a community
Multiple Stakeholders
Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Practical Issues
Example: adding extra rain protection to the roof
Deeper Needs
Example: Claiming outdoor space to recreate a community
Multiple Stakeholders
Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Observe carefully and ask
Practical Issues
Example: adding extra rain protection to the roof
Deeper Needs
Example: Claiming outdoor space to recreate a community
Multiple Stakeholders
Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Observe carefully and ask
Deeply understand people / Empathize
Practical Issues
Deeper Needs
Example: adding extra rain protection to the roof
Example: Claiming outdoor space to recreate a community
Multiple Stakeholders
Example: camp managers also had issues with existing tents
Complexity During the field trip, the design team was faced with 3 layers of complexity to deal with
Observe carefully and ask
Deeply understand people / Empathize
Adopt a larger perspective
Practical Issues
Deeper Needs
Multiple Stakeholders
Example: adding extra rain protection to the roof
Example: Claiming outdoor space to recreate a community
Example: camp managers also had issues with existing tents
Re-Framing The Problem To design a better tent, the designers realized that they had on the one hand learn to empathize with the users, understanding deeply their needs and emotions, and on the other hand they had to enlarge their perspective looking at the whole lifecycle of the tent, and all the different stakeholders involved.
Victims
Improved living experience and comfort
Volunteers
Setup
Easier camp setup and maintenance
Local Government
Easier camp management
Delivery
Usage
Manufacturers
Easier and cost effective production (less parts and use of standard components)
One Foundation
Increased media and brand identity exposure
News Report
Removal
Donors
Media
Designers
Disposal Clean-up
Donation Production
Methodologies
Stakeholder Map The stakeholder map allowed us to take into account the needs of all the major stakeholders involved
使⽤用者： 普通灾民 弱势群体 Users: victims, vulnerable group
公众/捐款⼈人 The Public / Donors
最⼤大化品牌传 播 引⼊入善款 Better brand promotion
品牌拥有者: 壹 基⾦金 Brand owner: ONE FOUNDATION
提⾼高可⽤用性和附加值 Usability and other added values
管理者: 地⽅方 政府 Managers: local government and volunteers
设计师 Designers
打造⼝口碑 Reputation
引发关注报道 Public attention
传播者: 媒体 Media
⽣生产商 Manufacturer
便于⽣生产 Ease of production
便于管理维护 Easier management & maintenance
Stakeholder Map The stakeholder map allowed us to take into account the needs of all the major stakeholders involved
Managers:
“Lack of signage or info about who lives where. Tents look all the same and it doesn’t make managing the camp any easier”
Personas Personas were created before the field trip as a way to better prepare the interviews and organize information
60岁 组织村民活动的 ⼤大爷
50岁 想与家⼈人同住的 张阿姨
40岁 外出打⼯工 男⼦子
30岁 投⾝身于公益的 郭⼤大哥
•适应⼒力强 •⾃自搭简易三⾓角棚 •性格顽强
•⾃自救能⼒力较弱 •需要被提供住所 •容易感到慌张
•适应⼒力⼀一般 •由晚辈照顾
•应急能⼒力强 •使⽤用时⻓长较短 •责任⼼心强
60s Organizer of village activities Adaptable Good application hardy
50s Family mother wants to live with her family Less adaptable Easy to be panicked
40s Migrant workers Middle adaptable capability Be taken care by junior
30s Public Service Volunteer Emergency ability Less time living in the tent A strong sense of responsibility
Contextual Interviews All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues
Earthquake Victims:
“The airflow is terrible but if we open the windows we lose all the heat in the cold months. And the blue color of the tent makes feel even colder!”
Contextual Interviews All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues
Earthquake Victims:
“There is nothing to hang stuff or put stuff on the walls, so we have to improvise everything, from managing the cables to hanging the clothes or our bags”
Earthquake Victims:
“There is nothing to hang stuff or put stuff on the walls, so we have to improvise everything, from managing the cables to hanging the clothes or our bags”
Contextual Interviews All the interviews were carried out in-context, so that people could pinpoint and demonstrate clearly their issues
A Day In Life / User Journey The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims:
“In the morning we wake up with this weird blue light. It’s quite uncomfortable and we prefer to spend most of the time outside the tent”
A Day In Life / User Journey The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims:
“In my tent I was living for several months with a complete stranger and it was very embarrassing for both of us because we didn’t have our own private space. We ended up sacrificing some of our bed sheets to separate the space”
A Day In Life / User Journey The design team also constructed user journeys based on “A Day In Life” style interviews
Earthquake Victims:
“We lost everything. If we are lucky all we have left is family and maybe some of our neighbours. We really want to feel closer to them, create a space to share together. That’s why we make these connections to different tents”
A Day In Life / User Journey The design team also constructed user journeys based on “A Day In Life” style interviews
Co-creation The design team conducted several co-creation sessions with volunteers, victims and government staff
Design Process
From Insights to Requirements Methodology
Insights / Needs
Stakeholder Map
Lack of signage / info about people living in the tent Tents all look the same / Easy to make mistakes Complex assembly / unclear instruction Need to express Brand Identity unobtrusively
Support for whiteboards Possibility of different tent configurations Improved booklet and color-coded parts Better color and logo enlargement
Poor airflow and high moisture Frequent loss of equipment while assembly Too many different types of parts and fabrics Water leaking issues during rainy days Airflow VS warmth trade off No built-in storage Poor fabric durability Blue color conveying a feeling of coldness
Choice of better textile Reduced number of parts / Inclusion of spare parts Reduction of parts to 2-3 types Inclusion of a floor carpet Extra roof cover to retain heat Support for textile pockets Choice of better type of fabric Use of warmer and more relaxing green
Lack of space / Need to have communal spaces Impossibility to combine 2 tents Poor lighting from windows / Eerie blue light Airflow VS Privacy No privacy inside the tent
Support for a “Veranda” extension Creation of parts to connect one tent to each other Improved lighting through transparent roof parts Better airflow through special air gaps in the roof Support for textile room dividers
Contextual Interviews
A Day In Life / User Journey Co-Creation
Design Solutions
✔
+ + +
✓
✓ ✓ ✓ + ✓ + ✓ ✓
+ + ✓ ✓ ✓
Design Guidelines It was chosen to take advantage of the good aspects of the tent and upgrade it. This solution proved cost-effective and equally valid. Based on the user studies, 4 principles were established to guide the design of a better disaster relief tent.
Design Guidelines It was chosen to take advantage of the good aspects of the tent and upgrade it. This solution proved cost-effective and equally valid. Based on the user studies, 4 principles were established to guide the design of a better disaster relief tent.
Main Design Direction The team decided to base the design on the idea of a home instead of a camping tent. Despite its temporary nature, it clearly emerged that the disaster tent is much more than that. It’s the closest thing people have to a house.
Main Design Direction The team decided to base the design on the idea of a home instead of a camping tent. Despite its temporary nature, it clearly emerged that the disaster tent is much more than that. It’s the closest thing people have to a house.
减少临时感，增加稳定感和归属感
Like a real home. Sense of steadiness & belonging.
Definition of the shape
Final design
Assembly Process The simplification of the parts allows the new design to be built in 15-25 mins, instead of 45-60 mins of the previous one.
Media Clipping This project has been featured on several prominent social media and design websites in China
Additional Cases
One Foundation Water Project
One Foundation Water Project
Studying User Interaction
Plastic smell (hot water)
Uncomfortable Holder
Low quality printing
Bottom easy to get dirty
Not very stable when empty
Opening too big for kids
Water Bottle
Conclusions What to take home
Service Design Thinking as UX Booster in Product Design
• Service design can be applied to anything, including products • From service design, we have learnt how to investigate users deeply, and at the same time how to see the project from a larger perspective
Trends and Challenges for Service Design in China
• In China, service-centered medical and financial industries tend to be less developed than other commercial industries, and they could definitely benefit from service design. • Mobile internet, the “Lazy Economy”, and O2O are booming. They will create a much greater need and awareness of (good) service design • In the west design has a long story of collaboration with NGOs and social innovation projects, but in China this is still an unexplored territory. In this sense, by collaborating with us One Foundation is a pioneer of social innovation through design in China
THANKS
微信公众号：YANG DESIGN 新浪微博：@YANGDESIGN官方微博 官方网站： www.yang-design.com Telephone: +86 21-6280 2294
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