Organo_Overview
Duration: 3 months
Tools: Semi-structured interviews, Field research, Customer journey map, service blueprint, system map, role playing, Service walkthrough, scenario building, case study analysis, pitch development.
Team: Xiang Tai, Chiara Carovelli, Francesca Castioni, Alessandra Pasqualini, Claudia Alvarez
Client: Product-Service System, Spacial Design Studio con Peter di Sabatino, Luisa Collina, Laura Galluzzo
Challenge
Within Milan there is a rather quiet and picturesque neighborhood called Baggio which unfortunately has a reputation for being violent.
The challenge of the project was to distract the attention of the old reputation and focus on the ability of its inhabitants to collaborate with each other for a common good and the immense green areas of the area.
Methodology
The objective of this project was to develop 3 design initiatives that together create a product-service system.
To develop the project we carried out field research, photographic documentation, conceptualization and prototyping.
At the end of the project, we had:
- Documentary research
- Semi-structured interviews with inhabitants of Baggio
- Prototyping
- Branding
Challenges and learning
Baggio's community is proactive, there are a variety of associations that they founded and have done fundraisers to improve the appearance of the neighborhood.
We managed to merge the characteristics that make Baggio strong, its stories, the collaborative community and the green areas.
Video
The end result was a system of urban gardens placed in green areas near the condominium buildings. To get Baggio's proactive community involved, we designed an event called "Paint the Organ" where people build and personalize urban gardens. These two design interventions are accompanied by a communication strategy that plays with the humor that characterizes local stories to invite people to visit the urban gardens.
Organ _Details
Research and prototyping
We began with semi-structured interviews with Baggio residents to learn about local stories, what makes the neighborhood unique, and what fears or concerns do the residents have . The main findings were that people searched to defend the image of the place saying that it is no longer dangerous as it once was, and the local stories were their way of laughing at misfortune, for example the story of the non-existent organ. As Baggio did not have the budget to buy an organ for his church, they decided to paint one and every time someone wants to send someone far away, it is told "go to Baggio to play the organ".
After the field research we carried out a SWOT analysis to classify our findings , this gave us material to devise a future scenario. The scenario was a way to define the direction of the project and look for relevant case studies . After analyzing and classifying the case studies, we created a first version of the concept and prototypes.
Maps and plans
The initiatives were defined taking into account the future scenario and three types of personas. Apart from mapping the interactions between people and the three initiatives, we seek to make the project financially sustainable by projecting a business model.
