SDN 2010: Using Social Nodes to Design Services_Eleanor Davies
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Transcript of SDN 2010: Using Social Nodes to Design Services_Eleanor Davies
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USING SOCIAL NODES TO DESIGN SERVICESELEANOR DAVIES
SERVICE DESIGN NETWORK CONFERENCE
BERLIN > OCTOBER 2010
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> THE GIST> QU: FROM 2 PERSPECTIVES...
> SURVIVING SOCIAL NODES...
> FROM A to B...
> ANS: CONNECTING THE DOTS...
> TENDING TOWARDS LONELY...
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> QUESTION
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academia: Royal College of Art
> PERSPECTIVE 1
teaching: SEED (social environmental entrepreneurship design)Location: London, UK
goal: design business models which deliver social and/or environmental value, as well
as financial
insight: student work repeatedly delivers solutions which
elevate the role of local community!
> A Question inspired from two perspectives:
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> PERSPECTIVE 2> A Question inspired from two perspectives:
industry: frog design
goal:research the potential for communication
new product service systems
design research: emerging marketscase study - contextual research
Location: India
insight:
language, culture and economy mean users are comfortable creating mash-up solutions which
rely on a strong local figure!
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6
> QUESTION> Can we design more social product service systems, through identifying & connecting existing communities and/or local figures?
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> A to B
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> SERVICE PUT SIMPLY> THE HOW? & WHY? BEHIND THE WHAT?
B?A
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> A to B> Going to the source
AB
B
BB
B
B
B
B
B
B
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A to B: Water
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A to B: Energy
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A to B: Messages
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A to B: You & Your Stu!
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> A to B> Creating an infrastructure of Service Nodes
Service Nodes >
AN
N
N
N
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AN
N
N
NB
B
B B
B B
BB
BB
B
B
BB
B
B
B
BB
B
> A to B> Creating an infrastructure to bring the source closer
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Infrastructure: Water
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Service Node: Water
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Infrastructure: Energy
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Service Node: Energy
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Infrastructure: Messages
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Service Node: Messages
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Infrastructure: You & Your Stu!
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Service Node: You & Your Stu!
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B
> A to B> Distribution direct from the source
AB
B B
B B
BB
BB
B
B
BB
B
B
BBB
B
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Direct: Water
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Direct: Energy
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Direct: Messages
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Direct: You & Your Stu!
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commodity? Service infrastructures centralise around ‘nodes’.
> Tending to Lonely
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Food
From This
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Food
To This
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Food
To This
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Books
From This
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Books
To This
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Books
To This
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Music
From This
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To This
Music
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To This
Music
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We’re getting this
Closed/Isolation
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When we want this
Open/Community
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And we do want this!
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And we do want this!
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commodity? Service infrastructures centralise around ‘nodes’.
> Surviving Social Nodes
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INTRO + GOALS > INCREASING CUSTOMER LOYALTY
Eg.Barbers
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Screen Share:)
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Screen Share:)
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Eg.Youth Centre
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Screen Share:)
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Screen Share:)
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commodity? Service infrastructures centralise around ‘nodes’.
> Connecting the Dots
1. Add more Social Nodes to the Berlin Map:Existing hubs in our communities where people cometogether to share space/time/information/services.
Considering use and context, suggest services that may benefit from tapping into, or connecting these hubs.
2. Create Service Ideas:
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> Food
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> Clothing
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> Health
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> Education
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check at the park”
“Your groceries delivered to
at the launderette”
“You learn while your kids are
the kindergarten”
“Exercise and have a health
“Learn to repair your clothes
at the University’s play centre”
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“What’s the next step?”
integrating social nodes into service design.” “Its exciting to start thinking about the