The role of visual representation

in innovation processes

Visual Tools to Design

Roberta Tassi

European Conference on Cognitive Ergonomics / Nottingham 2016

w w w . s e r v i c e d e s i g n t o o l s . o r g

@ s _ d e s i g n t o o l s

Milan, 2008

frog

Cape Town, 2015

frog

ETHNOGRAPHIC THINKING

STRATEGIC THINKING

1 2 3

5-10 30-60 60+

TECH IDEA TECH-BASED SOLUTION

LEARNING DESIGNING TESTINGProduct Requirements

Service System

Business Model

For us by us product-service system development cycle: ‘Market Creation Through Community Engagement’ published in EPIC conference proceedings, Minneapolis, 2016

D I R E C T LY F I R E - R E L AT E D I N D I R E C T LY F I R E - R E L AT E D M I N O R P R E S E N C E

HOUSEMATES NEIGHBORHOOD LEADERS + CHIEF MUNICIPALITY

HOUSE SETTLEMENT

FIRE SERVICES

EDUCATION

HEALTHCARE SECURITY

LANDLORD

SAVING GROUPS

BANK

POLICECLINIC

FIRE SERVICE

RESPONSE TEAM

SECURITY GUARD

SCHOOL

INSTITUTION COMMUNITYINFORMAL ROLES

NGO

NGO

NGOCHW

FINANCIAL

DWELLER

ECOSYSTEM MAP

RISK PERCEPTION GAME

P R O P E R T Y I N V E S T M E N T F U T U R E V I S I O N

The achiever is a person who invested in his or her house, either to improve or expand the space available, create space for a commercial activity or buy the land where the house is built. Higher investments translate into more willingness to protect their property.

Everything the achiever is doing is aimed at improving his conditions till the point he/she will be able to leave the informal settlement and start a better life in a different neighborhood. The achiever is highly motivated: has started building a better future years ago and is close to achieving the desired goal.

N E E D S A S P I R AT I O N S

• PERSONAL & FAMILY SAFETY

• HOUSE PROTECTION

• PEACE OF MIND

• NICE HOUSE

• LARGER BUSINESS

F U T U R E V I S I O N

Besides weak financial stability, the aspirer is working hard to build a better future for the entire family. They are strong and persistent. When it comes to decision making, the aspirers always give priority to things that have a direct correlation with their growth plan.

P R O P E R T Y I N V E S T M E N T

The aspirers are making small investments to upgrade their business or living condition: they are in the process of becoming an “achiever” and every rand or shelling counts. The aspirer is very careful with expenses, and tries to save money in all possible ways.

HUMAN ARCHETYPES

TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE

PREVENTION DETECTION REBUILDRESPONSE

F I R E L I F E C Y C L E

S E R V I C E O F F E R I N G

OFFERING MAP

SET UP DISTRIBUTIONFIRE RESPONSE

EXPERIENCE JOURNEY MAP

FIRE SENSOR R E S P O N S E J O U R N E Y E X E R C I S E

ON ALARM COMMUNICATION INTERVENTION STOP

CAPE TOWN | 15-16 OCTOBER 2015

HOW DO YOU KNOWTHAT THE SENSOR IS ON?

HOW DOES THE SENSORLAUNCH THE ALARM?

HOW DOES THE SENSORINFORM ABOUT WHAT’S HAPPENING?

HOW IS THE FIRE RESPONSEMANAGED IN ORDER TO PUT IT OFF?

HOW IS THE ALARM STOPPEDWHEN THE FIRE IS OFF?

THINK OF PEOPLE NEARBY THE FIRE THINK OF PEOPLE FAR AWAY (E.G. FIRE BRIGADES)

FIRE SENSOR S E N S O R J O U R N E Y E X E R C I S E CAPE TOWN | 15-16 OCTOBER 2015

AWARENESS PURCHASE INSTALLATION USE MAINTENANCE

HOW DOES EACH INDIVIDUAL IN THE COMMUNITY GET TO KNOW ABOUT THE FIRE SENSORS?

WHERE AND HOW COULD THE FIRE SENSORS BE PURCHASED?

WHO IS INSTALLING THE SENSORS IN THE HOUSES AND EXPLAINING HOW THEY WORK?

WHAT ARE THE BENEFITS WHENTHE FIRE SENSORS ARE ACTIVE?

WHO IS TAKING CARE OF CHECKINGAND CHANGING THE BATTERIES?

EXPERIENCE JOURNEY MAP

COMMUNITY FIRE

WARDEN

RESPONSEVOLUNTEERS

COMMUNITY

LEADER

COMMUNITY

FIRE CLUB IS A SERVICE COMMUNITIES SUBSCRIBE TO BY PAYING A MONTHLY FEE OF 1.00$ PER HOUSEHOLDS TO TAKE RESPONSIBILITY AND ACTION AGAINST THE PROBLEM OF FIRE.

VALUE PROPOSITION

EDUCATIONTOOLS

COMMUNITY FIRE

WARDEN

RESPONSEVOLUNTEERS

COMMUNITY

LEADER

FIRE CLUBMANAGER

GLOBALNGO

FIRE & DISASTERSERVICES

COMMUNITY

COMMUNITY FIRE RESPONSEFIRE RESPONSE

FUNDINGDONOR

MICROINSURANCEPROVIDER

SENSORSPRODUCER

INITIAL DONATION CAPITAL CAPITAL

SENSORS

INCUBATION

LOCALNGO

MONTHLY FEE

TRUST HELPM

ONTHLY FEE

PAY-BACK

REPO

RT

MENTORING & STIPEND

EDUCATION SENSITIZATION INFORMATION

SERVICE MODEL

Project Outcomes

SERVICE BLUEPRINT

OPTIMIZE CERTAIN TOOLS FOR LOCAL CONTEXT

DEFINE AN EFFECTIVE GO-TO-MARKET STRATEGY R

EA

DY

!

LOCAL ALLIANCE

INSUR.

UNIV.

...

INBOUND OPERATIONS OUTBOUND

BUILDING PARTNERSHIPS

STRATEGIC PLANNING OFGEOGRAPHICAL AREAS TO TARGET

DEFINE AND CONTACT A SENSOR PRODUCER

REACH OUT TO THE LOCAL OFFICES INVOLVED

PREPARE THE SERVICE IMPLEMENTATION KIT

SIGN FINAL AGREEMENT WITH ALL THE PARTNERS

IDENTIFY FUNDING SYSTEM AND CONTACT INSITUTIONS

DEFINE COST AND OUTLINE THE PRODUCTION PLAN

SIGN OFF PRODUCTION DISTRIBUTION STRATEGYDELIVERY

GLOBAL COMMITTEE

LOCAL NGO

LOCAL PARTNERS

FIRE CLUB MANAGER

SENSOR PRODUCER

FUNDING INSTITUTION

ACCEPT TO FUND THE PROJECT AND SIGN A DETAILED AGREEMENT

MAKE INITIAL PROJECT FUNDING AVAILABLE TO START

IDENTIFY AND CONTRACT A LOCAL FIRE CLUB MANAGER

OVERVIEW

INTERVIEW AS FIRE CLUB MANAGER + SIGN THE CONTRACT

LEARN ABOUT THE TOOLS FOR PROJECT IMPLEMENTATION

ACCEPT THE CALL AND INFORM LOCAL GOVERNMENT

ALLOCATE RESOURCES AND LOOK FOR LOCAL PARTNERS

ACCEPT THE CALL AND SIGN DETAILED AGREEMENTS

PRODUCE FIRE SENSORS AND MOTHERBOARDS

DELIVER HARDWARE TO THE LOCAL TEAM

DELIVER THE KIT TO LOCAL TEAMS AND FIRE CLUB MANAGERS

STOCK THE FIRE SENSORS AND MOTHERBOARDS IN A WAREHOUSE

AWARENESS TRAINING INSTALLATION MAINTENANCEUSE

COMMUNITY ENGAGEMENT

DEMONSTRATE THE SERVICE TO COMMUNITY LEADERS

PAY FOR AN ANNUAL SUBSCRIPTION (LOAN)

DEMONSTRATE THE SERVICE TO COMMUNITY MEMBERS

SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION

COMMUNITY MEMBERS

COMMUNITY LEADER

WELCOME THE PROJECT AND SET COMMUNITY MEETINGS

SUPPORT THE FIRE CLUB MANAGER MOBILIZING THE COMMUNITY

RESPONSE VOLUNTEERS

COLLECT SUBSCRIPTIONS FROM COMM.MEMBERS

80%

SUPPORT DEMONSTRATION AND EXPLAIN THE SERVICE VALUE

SUBSCRIBE WITH THE COMMUNITY LEADER (EACH HOUSEHOLD)

LEARN ABOUT THE SERVICE AND DISCUSS WHAT TO DO

SELECT A COMMUNITY FIRE WARDEN AND RESPONSE TEAM

APPROVE THE COMMUNITY FIRE WARDEN AND RESPONSE TEAM

SUPERVISE THE FIRE WARDEN AND RESPONSE TEAM SELECTION

OFFICIALLY RECOGNIZE THE COMMUNITY RESPONSE TEAM

TRAIN THE COMMUNITY RESPONSE TEAM

INSTALL FIRE STATION AND SENSORS IN THE COMMUNITY

ORGANIZE A FIRE SIMULATION IN THE COMMUNITY

COMMUNITY FIRE WARDEN

VOLUNTEER TO BECOME THE COMMUNITY FIRE WARDEN

RECEIVE TOOLS & INFO TO EXECUTE AND MAINTAIN THE SYSTEM

VOLUNTEER TO BE SPECIFICALLY TRAINED ON FIRE RESPONSE

LEARN ABOUT FIRE EDUCATION, PREVENTION AND RESPONSE

GET REFRESHER TRAINING ON FIRE PREVENTION AND REPONSE

GET REFRESHER TRAINING ON FIRE PREVENTION AND REPONSE

SUPPORT FIRE SENSORS AND STATION INSTALLATION

EVALUATE, REPLACE OR REPAIR WHAT IS BROKEN

PROVIDE REGULAR REFRESH TRAINING FOR THE RESPONSE TEAM

EVERYMONTH

PAYMENT AND SERVICE BENEFIT

NOTIFY DAMAGES OR NEED FOR REPAIR (SENSORS OR STATION)

USE THE MONEY TO PAY BACK THE LOAN AND PAY THE FIRE WARDEN

FIRE CLUB MANAGER

LOCAL ALLIANCE

INSUR.

UNIV.

...

OVERVIEW

ACCEPT THE SUBSCRIPTION AND ACTIVATE IMPLEMENTATION

COLLECT MONTHLY PAYMENTS FROM HOUSEHOLDS

PAY THE FEE TO WARDEN & GET TRAINING FROM

CHECK SENSORS + DOOR-TO-DOOR AND GROUP TRAINING

FIRE OUT

FIRE BRIGADES AND DISASTER MANAGEMENT

COMMUNITY LEADER

ALARM COMMUNICATION STOPINTERVENTION

FIRST ALERT COMMUNITY ALARM COMMUNITY RESPONSE OFFICIAL RESPONSE AID REPORT

COMMUNITY MEMBERS

AFFECTED DWELLER

RESPONSE VOLUNTEERS

COMMUNITY FIRE WARDEN

...

...

...

FIRE ALARM ON

OFF

ON

VERIFY IF THE FIRE IS THERE

YES

NO

RECEIVE ALERT

RECEIVE ALERT

RECEIVE ALERT

RECEIVE ALERT

RECEIVE ALERT

RECEIVE ALERT

20/30SECONDS

FIRE ALARMS ON

SAVE RELATIVES AND PERSONAL BELONGINGS FROM THE FIRE

REACH THE FIRE CENTRE AND COORDINATE THE FIRE BRIGADE

REACH THE FIRE CENTRE AND THE COMMUNITY FIRE STATION

REACH THE FIRE CENTRE AND THE COMMUNITY FIRE STATION

OPEN THE COMMUNITY FIRE STATION AND PLAN RESPONSE

MAKE SURE CHILDREN AND WOMEN IN A SAFE CONDITION

CARRY EXTINGUISHER MATERIALS TO PUT THE FIRE OUT

IF NEEDED. START BREAKING DOWN SHACKS TO STOP THE FLAMES

CALL THE COMMUNITY LEADER TO GET INFORMATION

ANALYZE DISASTER DATA (DASHBOARD AND REPORT)

MANAGE EMERGENCY (CARE, HOUSING, FOOD,..)

RECEIVE AID (CARE, HOUSING, FOOD, ASSISTANCE,..)

RECEIVE MICROINSURANCE PAY BACK FOR THE DAMAGES

DRIVE TOWARDS THE FIRE CENTRE AND CONTINUE COMMUNICATING

REACH THE LOCATION AND FIGHT THE FIRE TO PUT IT OFF

DEACTIVATE ALL THE ALARMS AT THE MOTHER-BOARD

PREPARE A REPORT OF THE EVENT AND DAMAGE

PREPARE A REPORT OF THE EVENT AND DAMAGE

ALARM COMMUNICATION REBUILDINGINTERVENTION

FIRE BRIGADES AND DISASTER MANAGEMENT

COMMUNITY LEADER

COMMUNITY MEMBERS

AFFECTED DWELLER

RESPONSE VOLUNTEERS

COMMUNITY FIRE WARDEN

...

...

...

FIRE ALARM ON

OFF

ON

VERIFY IF THE FIRE IS THERE

YES

NO

RECEIVE ALERT

RECEIVE ALERT

RECEIVE ALERT

RECEIVE ALERT

RECEIVE ALERT

RECEIVE ALERT

20/30SECONDS

FIRE ALARMS ON

SAVE RELATIVES AND PERSONAL BELONGINGS FROM THE FIRE

REACH THE FIRE CENTRE AND COORDINATE THE FIRE BRIGADE

REACH THE FIRE CENTRE AND THE COMMUNITY FIRE STATION

REACH THE FIRE CENTRE AND THE COMMUNITY FIRE STATION

OPEN THE COMMUNITY FIRE STATION AND PLAN RESPONSE

MAKE SURE CHILDREN AND WOMEN IN A SAFE CONDITION

CARRY EXTINGUISHER MATERIALS TO PUT THE FIRE OUT

IF NEEDED. START BREAKING DOWN SHACKS TO STOP THE FLAMES

CALL THE COMMUNITY LEADER TO GET INFORMATION

ANALYZE DISASTER DATA (DASHBOARD AND REPORT)

MANAGE EMERGENCY (CARE, HOUSING, FOOD,..)

RECEIVE AID (CARE, HOUSING, FOOD, ASSISTANCE,..)

RECEIVE MICROINSURANCE PAY BACK FOR THE DAMAGES

DRIVE TOWARDS THE FIRE CENTRE AND CONTINUE COMMUNICATING

REACH THE LOCATION AND FIGHT THE FIRE TO PUT IT OFF

PREPARE A REPORT OF THE EVENT AND DAMAGE

PREPARE A REPORT OF THE EVENT AND DAMAGE

S E T- U P D I S T R I B U T I O N R E S P O N S E

SERVICE BLUEPRINT

Project Outcomes

STORYBOARD / USER STORY

Project Outcomes

EXPERIENCE SIMULATION / ROLE PLAY

CONCEPT IMAGE

frog

REALISTIC- +

-

+

ABSTRACT

DIA

CH

RO

NIC

SYNCH

RONIC

FLOWS02

IMAGES03

NARRATIVES04

AWARENESS TRAINING INSTALLATION MAINTENANCEUSE

COMMUNITY ENGAGEMENT

DEMONSTRATE THE SERVICE TO COMMUNITY LEADERS

PAY FOR AN ANNUAL SUBSCRIPTION (LOAN)

DEMONSTRATE THE SERVICE TO COMMUNITY MEMBERS

SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION

COMMUNITY MEMBERS

COMMUNITY LEADER

WELCOME THE PROJECT AND SET COMMUNITY MEETINGS

SUPPORT THE FIRE CLUB MANAGER MOBILIZING THE COMMUNITY

RESPONSE VOLUNTEERS

COLLECT SUBSCRIPTIONS FROM COMM.MEMBERS

80%

SUPPORT DEMONSTRATION AND EXPLAIN THE SERVICE VALUE

SUBSCRIBE WITH THE COMMUNITY LEADER (EACH HOUSEHOLD)

LEARN ABOUT THE SERVICE AND DISCUSS WHAT TO DO

SELECT A COMMUNITY FIRE WARDEN AND RESPONSE TEAM

APPROVE THE COMMUNITY FIRE WARDEN AND RESPONSE TEAM

SUPERVISE THE FIRE WARDEN AND RESPONSE TEAM SELECTION

OFFICIALLY RECOGNIZE THE COMMUNITY RESPONSE TEAM

TRAIN THE COMMUNITY RESPONSE TEAM

INSTALL FIRE STATION AND SENSORS IN THE COMMUNITY

ORGANIZE A FIRE SIMULATION IN THE COMMUNITY

COMMUNITY FIRE WARDEN

VOLUNTEER TO BECOME THE COMMUNITY FIRE WARDEN

RECEIVE TOOLS & INFO TO EXECUTE AND MAINTAIN THE SYSTEM

VOLUNTEER TO BE SPECIFICALLY TRAINED ON FIRE RESPONSE

LEARN ABOUT FIRE EDUCATION, PREVENTION AND RESPONSE

GET REFRESHER TRAINING ON FIRE PREVENTION AND REPONSE

GET REFRESHER TRAINING ON FIRE PREVENTION AND REPONSE

SUPPORT FIRE SENSORS AND STATION INSTALLATION

EVALUATE, REPLACE OR REPAIR WHAT IS BROKEN

PROVIDE REGULAR REFRESH TRAINING FOR THE RESPONSE TEAM

EVERYMONTH

PAYMENT AND SERVICE BENEFIT

NOTIFY DAMAGES OR NEED FOR REPAIR (SENSORS OR STATION)

USE THE MONEY TO PAY BACK THE LOAN AND PAY THE FIRE WARDEN

FIRE CLUB MANAGER

LOCAL ALLIANCE

INSUR.

UNIV.

...

OVERVIEW

ACCEPT THE SUBSCRIPTION AND ACTIVATE IMPLEMENTATION

COLLECT MONTHLY PAYMENTS FROM HOUSEHOLDS

PAY THE FEE TO WARDEN & GET TRAINING FROM

CHECK SENSORS + DOOR-TO-DOOR AND GROUP TRAINING

EDUCATIONTOOLS

COMMUNITY FIRE

WARDEN

RESPONSEVOLUNTEERS

COMMUNITY

LEADER

FIRE CLUBMANAGER

GLOBALNGO

FIRE & DISASTERSERVICES

COMMUNITY

COMMUNITY FIRE RESPONSEFIRE RESPONSE

FUNDINGDONOR

MICROINSURANCEPROVIDER

SENSORSPRODUCER

INITIAL DONATION CAPITAL CAPITAL

SENSORS

INCUBATION

LOCALNGO

MONTHLY FEE

TRUST HELPM

ONTHLY FEE

PAY-BACK

REPO

RT

MENTORING & STIPEND

EDUCATION SENSITIZATION INFORMATION

FLOWS NARRATIVES

MAPS IMAGESABSTRACT REALISTIC

DIA

CHR

ON

ICSY

NCH

RO

NIC

frog

REALISTIC- +

-

+

ABSTRACT

DIA

CHR

ON

ICSY

NCH

RO

NIC

MAPS

FLOWS NARRATIVES

IMAGES

Visual Representations Map: ‘VisualTiles, Communication Tools for (Service) Design’ published in NORDES Nordic Service Design conference proceedings, Oslo, 2009

SYST

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TATI

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USE

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CO-D

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Visual tools help dealing with complexity by making things tangible

Why is this relevant?Product

Service

Interaction

Experience

System

Process

frog

Why is this relevant?

Visual tools enable an effective collaboration of all the players involved

User

Operators

Organisation

Experts

…

…

frog

One more why!

Those tools help organisations adopt a human-centred innovation culture

A view from outsideS E A R C H I N G F O R A P P L I C A T I O N S

Private industry

Public sector

The most important tool to find solutions to pressing social challenges in the ability to embed the solution in the larger system being targeted.

The work that social innovators face today is more complex than ever and requires a set of tools and frameworks designed to address the complexity inherent when innovations are integrated into existing systems like schools, welfare agencies, health departments and corporate structures.

Milan, 2017

T H A N K SA P I C T U R E I S W O R T H A T H O U S A N D W O R D S