This work is the result of my experience collaborating within the organizational team of ServDes2018 Proof of Concept project. ServDes, the Service Design and Innovation conference, is the premier research conference for exchanging knowledge within Service Design and service innovation studies. Born as a yearly Nordic conference, ServDes has now become a bi-annual international event. The ServDes.2018 conference Proof of Concept aimed at validating, discussing and reviewing the models, processes and practices developed and used in the service design ecosystem, from its academic community to practitioners, companies and organizations at large. From this contribution I learned a lot about working on a real project like a such huge conference, having real responsibilities and finally real satisfactions; I had a precious opportunity to increase my capabilities and problem solving skill, as well as organizational ones and, after two years spent talking about systems/services made of a multitude of actors and factors, I touched with hands what this really means. Moreover, because of my background in communication design, I had the opportunity to merge my current study in service design and my background as a communication designer in a real and important project experience, and then developing this thesis based on a posteriori view of the work carried out during the preparation months and the conference days. The first part of my discussion highlights how an event can be considered as a system composed by stakeholders, touchpoints and interactions and how participants’ experience of the conference is the core of the design; the outcome is that designing an event (in this case a conference) is similar to design a service. Then a context framework is presented: more distant from ServDes reality case studies are illustrated in order to understand the role of the audience and consequently of the event organizer, to go then more in deep into service design events world to understand ServDes’ experience competitiveness among case studies chosen. Afterwards, I present the working process that I follow within ServDes organizational team, starting from the creation of a participants’ customer journey of the three days of the conference, to design the major touchpoints they would have get in contact with in their journey’s steps and then working as a volunteer during the conference. From that process I made some considerations and illustrate some ideas coming from insights I gathered during my whole experience. Finally, I conclude my work making an overall assessment of ServDes experience focusing on macro-areas of interactions/actions of attendees during the event, focusing on the user experience which is the fulcrum of the entire discussion, hoping to be able to offer some suggestions to overcome common problems for a team like ServDes2020 that will have similar characteristics to ours.
Questo lavoro è il risultato della mia esperienza di collaborazione con il team organizzativo del progetto ServDes.2018 Proof of concept. ServDes, conferenza di Service Design e Innovazione, è la principale conferenza di ricerca per lo scambio di conoscenze nell’ambito del Service Design e degli studi sull’innovazione dei servizi. Nata come una annuale conferenza scandinava, ServDes è ora diventato un evento biennale internazionale. La conferenza di ServDes.2018 Proof of Concept è volta a convalidare, discutere e riesaminare i modelli, i processi e le pratiche sviluppati e utilizzati nell’ecosistema del design dei servizi, dalla sua comunità accademica ai professionisti, aziende e organizzazioni in generale. Da questo collaborazione ho imparato molto sul lavorare ad un progetto reale come una conferenza così grande, avendo delle reali responsabilità e alla fine delle soddisfazioni reali; ho avuto una preziosa opportunità per aumentare le mie capacità e abilità di problem solving, oltre a quelle organizzative e, dopo due anni passati a parlare di sistemi/servizi composti da una moltitudine di attori e fattori, ho toccato con mano cosa veramente questo significa. Inoltre, grazie al mio background in design della comunicazione, ho avuto l’opportunità di combinare i miei studi attuali nella progettazione di servizi e il mio background come communication designer in nell’esperienza di un progetto reale e importante, e quindi sviluppare questa tesi basata su una visione a posteriori del lavoro svolto durante i mesi di preparazione e nei giorni della conferenza. La prima parte della mia discussione evidenzia come un evento può essere considerato come un sistema composto da stakeholder, touchpoint e interazioni e come l’esperienza della conferenza da parte dei partecipanti è il fulcro della progettazione; il risultato è che la progettazione di un evento (in questo caso una conferenza) è simile alla progettazione di un servizio. In seguito viene presentato un quadro di contesto: casi studio più lontani dalla realtà di ServDes vengono illustrati per comprendere il ruolo del pubblico e di conseguenza dell’organizzatore dell’evento, per andare poi più in profondità nel mondo del Service Design per capire la competitività dell’esperienza di ServDes rispetto ai casi studio scelti. Successivamente, presento il processo di lavoro che ho seguito all’interno del team organizzativo di ServDes, a partire dalla creazione della costumer journey dei partecipanti nei tre giorni della conferenza, per poi progettare i principali touchpoint con cui sarebbero entrati in contatto nei diversi step del loro percorso e poi lavorando come volontario durante la conferenza. Da quello sviluppo, ho fatto alcune considerazioni e illustrato alcune idee provenienti da intuizioni che ho raccolto durante tutta la mia esperienza. Infine, concludo il mio lavoro compiendo una valutazione complessiva dell’esperienza di ServDes concentrandomi sulle macro-aree di interazioni/azioni dei partecipanti durante l’evento, concentrandomi sull’esperienza utente che è il fulcro dell’intera discussione, sperando di essere in grado di offrire alcuni suggerimenti per superare problemi comuni per una squadra come ServDes2020, che avrà caratteristiche simili alle nostre.
Proof of concept. ServDes communication system. A PSSD project for the communication and dissemination activities of the ServDes conference in Milan
Della MORA, CECILIA
2017/2018
Abstract
This work is the result of my experience collaborating within the organizational team of ServDes2018 Proof of Concept project. ServDes, the Service Design and Innovation conference, is the premier research conference for exchanging knowledge within Service Design and service innovation studies. Born as a yearly Nordic conference, ServDes has now become a bi-annual international event. The ServDes.2018 conference Proof of Concept aimed at validating, discussing and reviewing the models, processes and practices developed and used in the service design ecosystem, from its academic community to practitioners, companies and organizations at large. From this contribution I learned a lot about working on a real project like a such huge conference, having real responsibilities and finally real satisfactions; I had a precious opportunity to increase my capabilities and problem solving skill, as well as organizational ones and, after two years spent talking about systems/services made of a multitude of actors and factors, I touched with hands what this really means. Moreover, because of my background in communication design, I had the opportunity to merge my current study in service design and my background as a communication designer in a real and important project experience, and then developing this thesis based on a posteriori view of the work carried out during the preparation months and the conference days. The first part of my discussion highlights how an event can be considered as a system composed by stakeholders, touchpoints and interactions and how participants’ experience of the conference is the core of the design; the outcome is that designing an event (in this case a conference) is similar to design a service. Then a context framework is presented: more distant from ServDes reality case studies are illustrated in order to understand the role of the audience and consequently of the event organizer, to go then more in deep into service design events world to understand ServDes’ experience competitiveness among case studies chosen. Afterwards, I present the working process that I follow within ServDes organizational team, starting from the creation of a participants’ customer journey of the three days of the conference, to design the major touchpoints they would have get in contact with in their journey’s steps and then working as a volunteer during the conference. From that process I made some considerations and illustrate some ideas coming from insights I gathered during my whole experience. Finally, I conclude my work making an overall assessment of ServDes experience focusing on macro-areas of interactions/actions of attendees during the event, focusing on the user experience which is the fulcrum of the entire discussion, hoping to be able to offer some suggestions to overcome common problems for a team like ServDes2020 that will have similar characteristics to ours.| File | Dimensione | Formato | |
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DellaMora_MasterThesis_PSSD_2018.pdf
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Descrizione: Tesi di Laurea Magistrale di Cecilia Della Mora, laureanda in Product Service System Design, 2018
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11.6 MB
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https://hdl.handle.net/10589/143520