The recognized importance of the 'Design-driven' paradigm as a complementary approach to innovation management has put at the heart of the process the redefinition of what is meaningful to people. The framework of the Innovation of Meaning aims at innovating the reason why people use a product or a service. Due to the lack of alignment between the meaning strategy and the development phase within the service design, the Moment of Meaning takes the role of a metaphor for the whole service and allows the alignment of the new meaning strategy in the customer experience. The research aims at studying the relationship between the new envisioned meaning and the Moment of Meaning with the objective to determine the impact of different expressions of meaning on its practical representation. The starting point, based on the analysis of four different case studies, is the development of a coding process that allows to identify two different expressions of meaning by taking into account the interaction between the customer and the service development. Then, it is created the Moment of Meaning Evaluation (MoME) scale according to the Moment of Meaning definition with the purpose to provide an objective and comprehensive assessment of the representations. The MoME allows to quantitatively compare and analyse the relationship between meaning and Moment of Meaning, according to the categories identified. Eleven different variables are generated and the research, through the Mann-Whitney U test, highlights that different expressions of meaning lead to different representations for what concern Solution coherence, Meaning coherence, Common references, Figurative image and the Flow of the image variables defined by the MoME. In conclusion, the analysis on the Innovation of Meaning process carried out provides an interesting method to analyse the Moment of Meaning creation which leads to relevant insights on the relationship between the meaning and the Moment of Meaning representations. On a theoretical level, the MoME provides a starting point in order to further develop and support the Innovation of Meaning domain. On a practical level, it suggests how to leverage on different expressions of meaning in order to generate the Moment of Meaning representations.
L’importanza riconosciuta dal paradigma di “Design-driven” come approccio complementare alla gestione dell’innovazione ha messo al centro del processo la ridefinizione di ciò che è significativo per le persone. L’Innovazione di Significato ambisce ad innovare il motivo per cui le persone utilizzano un prodotto o un servizio. A causa della mancanza di allineamento tra la strategia di significato e la fase di sviluppo durante il disegno di un nuovo servizio, il Momento di Significato si pone come metafora per l'intero servizio permettendo così una coerente ma flessibile trasmissione della nuova strategia di significato nella customer experience. L’obiettivo della ricerca è di studiare e approfondire la relazione tra lo sviluppo di nuovo significato e il Momento di Significato così da determinare l'impatto di diverse concettualizzazioni di significato rispetto la rappresentazione pratica. Il punto di partenza, basato sull'analisi di quattro diversi casi di studio, è stato lo sviluppo di un processo di codifica che ha così permesso di identificare due diverse espressioni di significato rispetto l'interazione tra il cliente e lo sviluppo del servizio con il nuovo significato. In seguito, è stata creata la scala di Valutazione del Momento di Significato secondo la definizione di Momento di Significato con lo scopo di fornire una stima oggettiva e quanto più completa delle rappresentazioni. Questa ha permesso di confrontare quantitativamente e analizzare la relazione tra significato e Momento di significato secondo le categorie sviluppate. Undici diverse variabili sono state generate e, attraverso il test di Mann-Whitney U, la ricerca ha evidenziato come diverse espressioni di significato portano a realizzare diverse rappresentazioni per quanto riguarda le seguenti variabili sviluppate dalla Valutazione del Momento di Significato: coerenza della soluzione, coerenza del significato, riferimenti comuni, l'immagine figurativa e flusso dell'immagine. In conclusione, l'analisi effettuata sul processo di Innovazione del Significato fornisce un metodo interessante per analizzare la creazione del Momento di Significato e genera ritrovamenti interessanti per quanto riguarda la relazione tra il significato e le rappresentazioni del Momento del Significato. Dal punto di vista teorico, la Valutazione del Momento di Significato propone un punto di partenza per sviluppare e supportare il dominio dell’Innovazione di Significato. Dal punto di vista pratico, suggerisce come fare leva su diverse espressioni di Significato per realizzare la rappresentazione del Momento di Significato.
From meaning to solution : an empirical examination of approaches to building the moment of meaning
Bona, Mattia;Casabianca, Giovanni
2020/2021
Abstract
The recognized importance of the 'Design-driven' paradigm as a complementary approach to innovation management has put at the heart of the process the redefinition of what is meaningful to people. The framework of the Innovation of Meaning aims at innovating the reason why people use a product or a service. Due to the lack of alignment between the meaning strategy and the development phase within the service design, the Moment of Meaning takes the role of a metaphor for the whole service and allows the alignment of the new meaning strategy in the customer experience. The research aims at studying the relationship between the new envisioned meaning and the Moment of Meaning with the objective to determine the impact of different expressions of meaning on its practical representation. The starting point, based on the analysis of four different case studies, is the development of a coding process that allows to identify two different expressions of meaning by taking into account the interaction between the customer and the service development. Then, it is created the Moment of Meaning Evaluation (MoME) scale according to the Moment of Meaning definition with the purpose to provide an objective and comprehensive assessment of the representations. The MoME allows to quantitatively compare and analyse the relationship between meaning and Moment of Meaning, according to the categories identified. Eleven different variables are generated and the research, through the Mann-Whitney U test, highlights that different expressions of meaning lead to different representations for what concern Solution coherence, Meaning coherence, Common references, Figurative image and the Flow of the image variables defined by the MoME. In conclusion, the analysis on the Innovation of Meaning process carried out provides an interesting method to analyse the Moment of Meaning creation which leads to relevant insights on the relationship between the meaning and the Moment of Meaning representations. On a theoretical level, the MoME provides a starting point in order to further develop and support the Innovation of Meaning domain. On a practical level, it suggests how to leverage on different expressions of meaning in order to generate the Moment of Meaning representations.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/173772