This thesis is based on a project I conducted for a company called EBH (“Energizing baby happiness”) located in China. The company planned to set up a business consisting of entertainment services for kids from 2 up to 10 years old in urban commercial spaces (e.g. shopping malls, cinemas, supermarkets, residential areas, etc.). The company aims to provide indoor playground spaces to support child entertainment and early childhood development. The background of this industry is steadily growing due to the increasing urbanization in China, and due to the lack of proper outdoor spaces for the public in densely populated urban areas. The existing indoor entertainment services on the market are very homogeneous and few of them consider further childhood development or customer relationship management, therefore the opportunity to improve the industry is tangible. This project started with both theoretical and empirical research, and then field research to better understand the local market as well as the stakeholders (e.g. kids, parents, managers of the space, etc.). Service design methods have been used to analyze the insights elicited during the research in order to find potential opportunity areas and define new business ideas. Based on the outcomes of this phase the “Safety-Joy-Growth” design concept model was created, including a strategy plan in three steps: design for basis, design for play, and design for future. Together with the company team I decided to further design on the “design for play” topic. This thesis illustrates the process and methodology that I followed to define the service called “Play together”, including a description of its preliminary design and prototype.
Questa tesi è basata su un progetto che ho realizzato per una l’azienda EBH (Energizing Baby Happiness) situata in Cina. Questa società ha basato il suo modello di business sui servizi di intrattenimento per bambini da 2 a 10 anni di età, situati in spazi commerciali urbani (es. centri commerciali, cinema, supermercati, aree residenziali, ecc.). L’azienda si propone di fornire aree di gioco al coperto destinate sia all’intrattenimento per l’infanzia che all’educazione e allo sviluppo del bambino. Questo settore è in costante crescita a causa del crescente processo di urbanizzazione della Cina e della mancanza di spazi esterni adeguati per il pubblico in aree urbane densamente popolate. I servizi di intrattenimento al coperto esistenti sul mercato sono molto omogenei tra loro e pochi di essi considerano lo sviluppo dell’infanzia o la gestione delle relazioni con i clienti, di conseguenza l’opportunità di migliorare il settore è tangibile. Questo progetto è iniziato con la ricerca sia teorica che empirica, a cui ha fatto seguito la ricerca sul campo per capire meglio il mercato locale e gli stakeholder (es. bambini, genitori, manager del servizio, ecc.). Successivamente, sono stati utilizzati metodi di design del servizio per analizzare le informazioni acquisite durante la ricerca al fine di individuare potenziali aree di opportunità e definire nuove idee di business. I risultati così individuati hanno permesso la definizione del modello di concept design “Safety-Joy-Growth”,che cinlude un piano strategico in tre passi: design di base, il design per il gioco e il design per il futuro. In accordo con il team aziendale ho quindi deciso di concentrarmi sull’aspetto di “design per il gioco”. Questa tesi illustra il processo e la metodologia che ho seguito per definire il servizio chiamato “Play together”, e comprende una descrizione del design preliminare e del prototipo che ho realizzato.
Service design for a children play zone in urban China
SHEN, AO
2017/2018
Abstract
This thesis is based on a project I conducted for a company called EBH (“Energizing baby happiness”) located in China. The company planned to set up a business consisting of entertainment services for kids from 2 up to 10 years old in urban commercial spaces (e.g. shopping malls, cinemas, supermarkets, residential areas, etc.). The company aims to provide indoor playground spaces to support child entertainment and early childhood development. The background of this industry is steadily growing due to the increasing urbanization in China, and due to the lack of proper outdoor spaces for the public in densely populated urban areas. The existing indoor entertainment services on the market are very homogeneous and few of them consider further childhood development or customer relationship management, therefore the opportunity to improve the industry is tangible. This project started with both theoretical and empirical research, and then field research to better understand the local market as well as the stakeholders (e.g. kids, parents, managers of the space, etc.). Service design methods have been used to analyze the insights elicited during the research in order to find potential opportunity areas and define new business ideas. Based on the outcomes of this phase the “Safety-Joy-Growth” design concept model was created, including a strategy plan in three steps: design for basis, design for play, and design for future. Together with the company team I decided to further design on the “design for play” topic. This thesis illustrates the process and methodology that I followed to define the service called “Play together”, including a description of its preliminary design and prototype.| File | Dimensione | Formato | |
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Descrizione: Final thesis of Ao Shen 30_March
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https://hdl.handle.net/10589/146892