This Master of Science thesis addresses the topic of mobile workers and students in regards to the availability and demand of sharing spaces equipped to solve their needs in the city of Milan. The thesis is structured in five parts. Part A shows the theoretical research starting with the analysis of the origins of the great recession. Since the eighties poor financial management set the path for the 2008 Great Recession precipitated by the popping of the US housing bubble. This led to the collapse of the local and global economical-financial system. After the depression, a strong wish for rediscovering old values, competences and tools based on the natural laws of commerce arose. Therefore, social innovation spread and promoted a culture more oriented to higher quality services than quantity of products. Following this phenomenon, the role of the designer has been changing, being the new mediator between the innovators and the society. After exploring the origins of the great recession and social innovation, part B is about the evolution of the way people work. Sharing spaces already established in Milan are described and categorized according to the amenities they have. The interviews with space managers and CEOs are reported in order to show their origins and purposes. The step from theoretical research towards project design is marked by part C, that shows the results obtained from polling one hundred students, and from the research about freelancers travelers’ issues and needs. Part D introduces the project proposal. “SpaceUup” is a service that through an online platform gives access to a diffused network of sharing workspaces located in the city of Milan. The service provides suggestions of the most suitable spaces according to the needs of mobile workers and students. Following the identification of the main competitors and their strengths, the chapter describes the service, the offer, the target, the user journey (supported also by a video) and the business model. A brief explanation regarding the name of the brand, the shape of the logo and the colors concludes the part. Finally, part E outlines potential developments of the platform and the conclusion, which could be considered positive since space managers and potential users would be really interested in the realization of the project.
La presente tesi di ricerca di laurea specialistica affronta il tema dei lavoratori e studenti nomadi in relazione alle domanda/offerta di spazi di condivisione attrezzati per le loro esigenze nella città di Milano, Italia. La tesi si articola in cinque parti. La parte A mostra la ricerca teorica partendo dall’analisi delle origini della crisi globale finanziaria. Dagli anni ’80, scorretti comportamenti finanziari determinano nel 2008 l’esplosione della bolla edilizia negli USA, portando al collasso il sistema economico-finanziario locale e globale. Alla depressione segue uno spirito di rivalsa per la riscoperta di valori, competenze e mezzi per dar vita a un nuovo assetto socio-economico. Ecco così il diffondersi dell’innovazione sociale, promotrice di una cultura che verte più sulla qualità dei servizi che sulla quantità dei prodotti. Da qui segue un cambiamento del ruolo del designer, nuovo mediatore tra l’individuo e la società. Poste le basi della crisi finanziaria e dell’innovazione sociale, la parte B tratta l’evoluzione della concezione del lavoro e del modo di eseguirlo. Seguono l’introduzione e la categorizzazione di spazi già presenti sul territorio milanese, in grado di dare riposta alle esigenze di lavoratori e studenti in continuo movimento nel tessuto urbano. La parte C è quella che segna il passaggio dalla teoria alla progettazione, mostrando i risultati di ricerca ottenuti da un sondaggio condotto su un campione di cento studenti, e da ricerche sulle categorie di freelancers e lavoratori in viaggio. La proposta di progetto è affrontata nella parte D. “SpaceUup” è una piattaforma digitale che mette a network diversi spazi di condivisione a Milano, e che permette a studenti, freelancers e lavoratori in viaggio di trovare una valida soluzione ai loro bisogni, sia lavorativi che ricreativi. Dopo l’analisi dei competitors e dei loro punti di forza, vengono delineati il servizio, l’offerta, il target, il funzionamento (supportato da un file video) e il modello di business. Segue una breve riflessione sulle origini del nome del brand, del logo e dei colori scelti. Infine, nella parte E si accenna a possibili evoluzioni della piattaforma e alla conclusione che la proposta di progetto riscontra nella città di Milano un importante interesse sia da parte dei gestori degli spazi portati come casi studio, sia dai possibili utenti.
SpaceUup. Mobile students and workers : availability and demand in the city of Milan, Italy
GATTONI, MARTA
2014/2015
Abstract
This Master of Science thesis addresses the topic of mobile workers and students in regards to the availability and demand of sharing spaces equipped to solve their needs in the city of Milan. The thesis is structured in five parts. Part A shows the theoretical research starting with the analysis of the origins of the great recession. Since the eighties poor financial management set the path for the 2008 Great Recession precipitated by the popping of the US housing bubble. This led to the collapse of the local and global economical-financial system. After the depression, a strong wish for rediscovering old values, competences and tools based on the natural laws of commerce arose. Therefore, social innovation spread and promoted a culture more oriented to higher quality services than quantity of products. Following this phenomenon, the role of the designer has been changing, being the new mediator between the innovators and the society. After exploring the origins of the great recession and social innovation, part B is about the evolution of the way people work. Sharing spaces already established in Milan are described and categorized according to the amenities they have. The interviews with space managers and CEOs are reported in order to show their origins and purposes. The step from theoretical research towards project design is marked by part C, that shows the results obtained from polling one hundred students, and from the research about freelancers travelers’ issues and needs. Part D introduces the project proposal. “SpaceUup” is a service that through an online platform gives access to a diffused network of sharing workspaces located in the city of Milan. The service provides suggestions of the most suitable spaces according to the needs of mobile workers and students. Following the identification of the main competitors and their strengths, the chapter describes the service, the offer, the target, the user journey (supported also by a video) and the business model. A brief explanation regarding the name of the brand, the shape of the logo and the colors concludes the part. Finally, part E outlines potential developments of the platform and the conclusion, which could be considered positive since space managers and potential users would be really interested in the realization of the project.| File | Dimensione | Formato | |
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2015_12_Gattoni.pdf
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https://hdl.handle.net/10589/117367