In this thesis work I propose a systematic methodology to develop a PSS project concerning the topic of higher education and financial services in China. In order to do that, I used a combination of primary/secondary research methods and design thinking approach, based on human-centered design. During primary and secondary research I have explored widely the field of higher education and crowdfunding in China. Through in-depth interviews and users research I get useful insights to develop the PSS. Studying abroad represents one way to pursue higher education, especially in a country in which the level of education, in most of the universities, is not highly competitive comparing to European or American universities. From the context analysis I found that most of Chinese students and families cannot afford expensive university’s fee and cost of living abroad due the family social and economical condition. Since it is not (apparently) a primary need, most of the students give up the idea to go study abroad. I decided to focus my thesis work on low-income students to develop a PSS to help them to achieve their dreams. Going places (行万里路) is a platform based on crowd-funding principles. It leverages the power of the masses and it is based on the simple principle of the crowd-saving. Also the naming, both English and Chinese version, wants to underline the importance to go abroad as a way to success in life and to attain wisdom. The social innovation comes from a deep analysis of the social context, the internal factors, and traditional dynamics of the Chinese culture. The donation, the sense of community, openness to others, and mutual aid are typical characteristics of Chinese culture and society. From a deep understanding of those social micro-trends and people behaviors I was able to scale them up to develop a new service experience, assuming what traditionally has been offline and bringing it into the digital age. The second part of the thesis was focused on the actual implementation of the startup. Through professional interviews to entrepreneurs, potential investors, and business developers I was able to get an idea about startup implementation in China. The thesis work was not just an academic homework, but more in deep a training exercise to develop a real project and to bring an initial idea to life.
In questo lavoro di tesi propongo una metodologia sistematica mirata allo sviluppo di un progetto di product service design riguardante le tematiche di alta formazione e servizi finanziari in Cina. Durante la fase di ricerca ho utilizzato una combinazione di ricerca primaria/secondaria e design thinking. Ho ampiamente esplorato i campi della formazione in Cina ed innovativi modelli finanziari. Attraverso interviste a studenti e ricerca su utenti ho ottenuto spunti indispensabili per lo sviluppo del servizio Dall’analisi del contesto cinese, ho riscontrato che molti studenti, pur avendo spiccate capacità creative ed intellettive, ed elevato interesse a viaggiare e studiare all’estero, non possono permettersi costosi corsi universitari oltreoceano. Studiare all’estero può rappresentare un modo per conseguire una formazione di alto livello, specialmente in quei Paesi in cui i livelli di formazione non sono paragonabili a modelli occidentali, europei o americani. Ho deciso dunque di concentrare la mia ricerca verso le classi economiche medio basse cinesi. Going places (行万里路) è una piattaforma basata sui principi del crowd-funding, sfruttando le potenzialità della collaborazione di massa. Anche il nome, sia nella versione inglese che cinese, vuole sottolineare l’importanza di studiare all’estero come mezzo formativo e di arricchimento personale e professionale. L’innovazione arriva da una profonda ed attenta analisi del contesto sociale, fattori interni e dinamiche tradizionali della cultura cinese. La donazione, il senso di comunità, l’apertura verso gli altri, l’aiuto reciproco sono tutte caratteristiche tipiche della società cinese. Da un’attenta analisi di queste micro-tendenze culturali sono stato in grado di sviluppare un nuovo servizio, prendendo spunto da quello che è sempre stato presente tradizionalmente ed adattandolo ad un nuovo contesto digitale. La seconda parte del lavoro di tesi è stato incentrato sul reale sviluppo della piattaforma in Cina. Attraverso interviste ad imprenditori, potenziali investitori e sviluppatori di business in Cina, ho potuto tracciare quei punti chiave indispensabili per lo sviluppo di una azienda in Cina. Questo lavoro di tesi non vuole essere semplicemente un lavoro accademico, ma più in profondità, un esercizio per dare vita ad un progetto reale, ad un’idea iniziale in un contesto e mercato ben diverso da quello italiano.
Going Places : Xing Wan Li Lu. How a peer to peer financial platform and web 2.0 economy can help Chinese students to develop their capabilities studying abroad and, in a long run plan, it can generate social growth
CENTINARO, VINCENZO
2012/2013
Abstract
In this thesis work I propose a systematic methodology to develop a PSS project concerning the topic of higher education and financial services in China. In order to do that, I used a combination of primary/secondary research methods and design thinking approach, based on human-centered design. During primary and secondary research I have explored widely the field of higher education and crowdfunding in China. Through in-depth interviews and users research I get useful insights to develop the PSS. Studying abroad represents one way to pursue higher education, especially in a country in which the level of education, in most of the universities, is not highly competitive comparing to European or American universities. From the context analysis I found that most of Chinese students and families cannot afford expensive university’s fee and cost of living abroad due the family social and economical condition. Since it is not (apparently) a primary need, most of the students give up the idea to go study abroad. I decided to focus my thesis work on low-income students to develop a PSS to help them to achieve their dreams. Going places (行万里路) is a platform based on crowd-funding principles. It leverages the power of the masses and it is based on the simple principle of the crowd-saving. Also the naming, both English and Chinese version, wants to underline the importance to go abroad as a way to success in life and to attain wisdom. The social innovation comes from a deep analysis of the social context, the internal factors, and traditional dynamics of the Chinese culture. The donation, the sense of community, openness to others, and mutual aid are typical characteristics of Chinese culture and society. From a deep understanding of those social micro-trends and people behaviors I was able to scale them up to develop a new service experience, assuming what traditionally has been offline and bringing it into the digital age. The second part of the thesis was focused on the actual implementation of the startup. Through professional interviews to entrepreneurs, potential investors, and business developers I was able to get an idea about startup implementation in China. The thesis work was not just an academic homework, but more in deep a training exercise to develop a real project and to bring an initial idea to life.| File | Dimensione | Formato | |
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Going Places_Thesis_VC.pdf
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https://hdl.handle.net/10589/81991