Design for social innovation

Howard Chan, Joon Sang Baek

ANIS 2012. June 13th – 15th, Seoul

Teamwork 1 (10 min)

Please share with others your own experience of using design in your project. What purpose does design serve for social innovations?

Three aspects of design for social innovation:

Design as a professional discipline

- Visualization & promotion of social innovation

- Design of social innovation product

Design as a tool of thinking

- Application of design process on planning /

implementing social innovation projects

Design as a concept of operation

- Design and re-design of sustainable system

- Design of roles, contributions and interface

among stakeholders

Double Diamond process

Workshops Customer Journey

walkthrough

Watching the service

in action

User interviews

Mapping and visualizing

the customer journey

Clustering and segmenting

insights

Creating user profiles

Visualizing ideas

Prototyping propositions

Learning from other sectors

Collating and distributing conclusions

Idea generation workshops

Writing the brief

Creating a visual record of the process

DISCOVER DEFINE DEVELOP DETAIL

(Source: UK Design Council, 2005)

Examples:

Craftspeople / NGO social enterprise X Designers

• Study of marginalized local knowledge

• Cross-sector system building

Context: the issue

Context: the issue

Case 2

• Ulsan is a city where urban and rural regions coexist, thus making it a good market for sustainable local food services.

• Students used service design methods to design services that can facilitate sustainable food consumption in Ulsan: they designed direct sales models of agricultural produce targeting small producers in Ulsan.

Double Diamond process

Workshops Customer Journey

walkthrough

Watching the service

in action

User interviews

Mapping and visualizing

the customer journey

Clustering and segmenting

insights

Creating user profiles

Visualizing ideas

Prototyping propositions

Learning from other sectors

Collating and distributing conclusions

Idea generation workshops

Writing the brief

Creating a visual record of the process

DISCOVER DEFINE DEVELOP DETAIL

(Source: UK Design Council, 2005)

Case studies

Interviews

Discover: skills (anthropological approach)

Discover: skills

Discover: materials

Craftspeople

NGOs Industry

Discover: materials >

Learn from strengths & constraints

Double Diamond process

Workshops Customer Journey

walkthrough

Watching the service

in action

User interviews

Mapping and visualizing

the customer journey

Clustering and segmenting

insights

Creating user profiles

Visualizing ideas

Prototyping propositions

Learning from other sectors

Collating and distributing conclusions

Idea generation workshops

Writing the brief

Creating a visual record of the process

DISCOVER DEFINE DEVELOP DETAIL

(Source: UK Design Council, 2005)

Persona

Customer journey

Define:

From preservation to development

Double Diamond process

Workshops Customer Journey

walkthrough

Watching the service

in action

User interviews

Mapping and visualizing

the customer journey

Clustering and segmenting

insights

Creating user profiles

Visualizing ideas

Prototyping propositions

Learning from other sectors

Collating and distributing conclusions

Idea generation workshops

Writing the brief

Creating a visual record of the process

DISCOVER DEFINE DEVELOP DETAIL

(Source: UK Design Council, 2005)

Participatory workshop

Stakeholders motivational matrix

System map

Develop: visualizing the data

Develop: visualizing the data

Develop: visualizing the data

Develop: platform for collaboration > prototype

Develop: platform for collaboration > prototype

Develop: platform for collaboration > prototype

Develop: platform for collaboration > prototype

Develop: platform for collaboration > prototype

Develop: platform for collaboration > prototype

Double Diamond process

Workshops Customer Journey

walkthrough

Watching the service

in action

User interviews

Mapping and visualizing

the customer journey

Clustering and segmenting

insights

Creating user profiles

Visualizing ideas

Prototyping propositions

Learning from other sectors

Collating and distributing conclusions

Idea generation workshops

Writing the brief

Creating a visual record of the process

DISCOVER DEFINE DEVELOP DETAIL

(Source: UK Design Council, 2005)

Design brief

(Source: Design brief from PSSD course at Polimi, 2010)

Scenario in movie

(Source: Pride House from CHITA Workshop, 2008)

The scenario of a collaborative service for migrant workers in China

Deliver: Visualizing the results

Deliver: “Upcycling” of knowledge

Deliver:

• Cross-sector partnership:

Industry / Designer / Craftspeople +

NGOs

• New social relations

Teamwork 2 (15 min)

Please revisit your project and discuss with others how it can be improved using design methods and processes (15 min).

Wrap-up

What’s the next step?

1. Share the idea of design for social innvoation in your

organization,

2. Identify new design opportunities in your projects,

3. Utilize resources on design methods and processes, or

4. Find a designer to collaborate.

Design Network

Design tools archive

Innovation through crowdsourcing

Thank you