AKTORER + NETVÆRK + MOTIVATIONER. Nicola Morelli Design theory and methods Metodiske tilgang En...

AKTORER + NETVÆRK + MOTIVATIONER

Nicola Morelli Design theory and methods

Metodiske tilgang

En kort historie: historien om cyklen

Designer og Aktor netværk

Motivationer

Øvelse

Metodiske Tilgang


Metodiske tilgang

ProblemUltimate

presumptions

Methods and application

of methods

Set of techniques


Metodiske tilgang

Subjective-relativisticObjective-rationalistic


Paradigm: a set of general and ultimate ideas about the

constitution of reality, the structure of science, scientific

ideas

Metodiske tilgang

Ultimate presumptions

Methodological approach: A set of ultimate ideas about the

constitution of reality, the structure of science, and so on, that is

important to methods, that is, to the guiding principles for creating

knowledge

Theory of science

Methodology


Operative paradigm is derived from a methodological approach in relation to a general type of

study area or an actual specific study area. This more practical

paradigm is a toolbox that includes methods and tools to

solve real problems

Metodiske tilgang

Methodological approach

Study area

Theory of science

Methodology


Metodiske tilgang

Ultimate presumptions:

reality as a system

Paradigm:

Systemic Thinking


Analytical approach/system approach/actors approach

Operative paradigm

Study area

Design of Product and Services (PSS)

Theory of science

Methodology


Metodiske tilgang

Metodiske tilgang

Service som aktør netværk

Organizations

Products (material or immaterial)

Knowledge

Technology

People

System = People + Technology + Organizations + Knowledge + Products

En kort historie: historien om cyklen


Den sociale konstruktion af cyklen

Hobby Horse

Hobby Machine AristocratsPushing/

Muddy Feet

Steering

Sport and recreation


Draisienne


Draisienne AristocratsPushing/

Muddy Feet

Steering


Postmen

Transportation

Draisienne


McMillan Bike

McMillan Bike AristocratsPushing/

Muddy Feet

Steering


TransportationMcMillan Bike


Michaux’s bike

AthletesMichaux’s bike Aristocrats

Stability

Steering


TransportationMichaux’s bike

Vibration

Producers(first serial production)


Ariel (Ordinary)

AthletesMichaux’s bikeAthletes (Machos)

Stability

Steering


Michaux’s bike

Vibration

Producers(e.g. Starley & Hillman)

Non Users


Sport riders and non users

Women and bicycles

AthletesAriel bikeAthletes (Machos)

Stability

Steering


Ariel Bicycle

VibrationNon Users

Women


Ariel bike

Athletes (Machos)

Products and relevant social groups

Non Users

Women


Product

Social group

Determining relevant social groups

Social Group

Social Group

Social Group

Social group

AthletesAthletes (Machos)

Stability

Steering


Focusing on problems

Vibration

Problem

Focusing on problems

Solution

SolutionSolution

Solution

Solution

Tricycle

WomenTransport

Safety

Elderly People

Postmen

Producers

Dress

Other models


Lawson


Rover


hvorfor fortælle jeg denne historie?

Innovation inden for teknologi (og tjenester) er resultatet af en proces, hvor teknologi og sociale fænomener er flettet sammen


Service som aktør netværk


Metodiske tilgang


reality as a system

Paradigm:

Systemic Thinking

Operative paradigm

???

Study area

Design of PSS

Theory of science

Methodology

MA

P


Systems as network of actors



Systems as network of actors


reality as a system

Paradigm:

Systemic Thinking

Study area

Design of PSS

Theory of science

MethodologyOperative paradigm

Analytical tools

Design tools

Metoder og redskaber


Kortlægning af touchpoint

Producer/provider

Customer/user

Product/service

Context (social/technological)

Rules/conditions

Roles /Functions


Kortlægning af relevante sociale grupper


• Relevante sociale grupper– Designers/managers– Serviceudbbyder– Brugere– leverandører / andre aktører

Relevante teknologiske systemer– Fysiske sammenhænge (rum / produkter)– Logiske sammenhænge (virtuelle rum)– Teknologiske infrastrukturer

(Informationssystemer)

Kortlægning af relevante sociale grupper


Subjects

Oplevelse

Brugervenlighed

Løsninger

Forventninger

Aktører

Normer

Roller

Vaner Kompetencer

Contekst


Goals behovene hver gruppe ønsker at opfylde kravene i forhold til specifikke aktiviteter

Key problems de problemer, der anses som relevant i forhold til specifikke aktiviteter

Problem solving strategies tilladte strategier til at løse de vigtigste problemer

Requirements to be met by problem solving strategies antagelighed og effektivitet kriterier for problemløsning strategier

Current theories teoretiske viden støtten til det enkelte gruppes aktivitet i at opstille mål, identificere / vælge problemer og foreslå problemløsning strategier

Tacit knowledge praksis-baseret viden, hvorpå hver gruppe afhænger i sætte mål, identificere og vælge problemer og foreslå tilladt problemløsning strategier

Testing procedures at vurdere effektiviteten af problemløsning strategi

Design methods and criteria metoder og parametre, der anvendes for at foreslå teknologiske løsninger på nye behov

Users’ practice brugernes holdning til eksisterende løsninger til det nuværende behov

Perceived substitution function produkter, service eller funktionaliteten hver gruppe anser for at være erstattet af det foreslåede PSS

Exemplary artefacts produkter og serviceydelser, der bruges som modeller i udviklingen af nye løsninger. Ofte følger af det opfattede substitution funktionen

Bijkers kriterier for aktører analyse

What is my goal? What need do I want to address?

Which problems are relevant to me?

I would I solve those problems through the new service? How would I think the service should work?

I would I solve the problems otherwise? How do I organise my lunch now? What “tacit knowledge” I use for it?

What are my requirements and criteria for success? How do I judge if it is worth using this service?

What service/function am I replacing?

Is there any existing service I can refer to?

Motivationer


Actor 1 Actor 2 Actor 3 Actor 4 Actor 5 Actor 6

Actor 1 Why takes

part

Actor 2 Why cooperates with A1?

Why takes

part

Why cooperates with A3?




Actor 3 Why takes

part

Actor 4 Why takes

part

Actor 5 Why takes

part

Actor 6 Why takes

part

Motivation Matrix

Platform Motivation Map

organic food manager

appliances producer

packagingproducer

platformsoftwareproducer

meal producer

organic food manager

appliances producer

packagingproducer

platform

softwareproducer

meal producer

. provide healthy, convenient, meals in different context, for people with reduce access to food

. find and move to new prospectives to develop activities and services in the field of organic food

. find new areas of business as:- new contexts of use- better fit of special customer’s needs

. new tools for enhance the value of offering organic food

. new tools for producing personalised food. professional dietary expertise identity

. new tools for designing and setting appliances for special food needs

. enter in an upper scale business, finding new market opportunities. become a food solution provider

. brand identity as high guaranteed organic system. expertise and portfolio in organic supply management

. convenience packaging solutions. environmentally correct packaging solutions

. competences in food processing

. food processing expertise. catering management expertise

. organic brand identity differentiation. organic food expertise. selling channel

. enter in new business channels, by sharing organisation, structures and expertises

. new competences in food processing. set up criteria for designing new convenience food

. convenience packaging solutions. expertise in materials and food preservation. usability

. enter in an upper scale business, finding new market opportunities. acquire expertise in catering manag.

. medical-professional dietary expertise. specialised brand identity

. food processing competences. CPU. logistic points. expertise in catering. food processing competences. convenience appliances and devices. brand identity

. expertise in packaging solutions. environmentally correct packaging solutions

. smart interaction system with appliances

. find new business channels. offer total food solutions

. develop new convenience solutions. develop new sustainable solutions

. enter in non-medical markets. open and finalise new areas of research

. develop labelling systems. communication ideas fornutritional qualities

. interacting solution for communicating/managing nutritional qualities

. food processing expertise. food with special nutritional requirements

. organic brand identity. organic food market expertise

. organic brand identity. organic food market expertise

. food preparation expertise. dedicated recipes and processing

. find new application fields for advanced cooking and preserving solutions

. become a food solution provider

. inputs for adding information in the packaging concept

. inputs for adding convenience interactive values in pakaging

. new convenience food solutions

. organic market access

gives to…

Motivation Matrix

…en lille øvelse…


• Øvelse: tegne skuespilleren netværk og motivation matrix for food4kids service du analyserer

… en lille øvelse…


AKTORER + NETVÆRK + MOTIVATIONER. Nicola Morelli Design theory and methods Metodiske tilgang En...

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