1. Product Service System Design
Tongji University, 2011/2012

2. Lecture04
Scenarios
Design
And Strategic Concept
Guidelines

3. Scenario Building
…scenarios as we intend
them, are visions of the
future together with
concrete solutions
definition that may lead
from the current situation to
this future vision…
…beyond classical new
product definition, new
‘solution’ definition is a
larger process envisioning
complete new systems
including products, services,
policies and their related
communication…
(Francois Jegou)

4. Case study
Nanoplat
Development of a Platform
for Deliberative Processes
on Nanotechnology in
the European Consumer
Market based on social
computing tools. Projective
scenarios simulating
possible developments
of nanotechnologies in
food to stimulate strategic
conversation and beta-test
the platform.
www.strategicdesignscenarios.net
* scenario as a final
outcome

5. Polarities and Scenarios Matrix /1
Polarity 2
sce-
Lorem ipsum dolor
nario A Lorem ipsum dolor
sit amet, consectetur
sit amet, consectetur
adipiscing elit. Aliquam
adipiscing elit. Aliquam
laoreet dignissim odio,
laoreet dignissim odio,
ultricies accumsan leo
ultricies accumsan leo
malesuada a. Sed volutpat, scenario A scenario B malesuada a. Sed volutpat,
est non pellentesque
est non pellentesque
tristique, sapien lorem
tristique, sapien lorem
elementum urna, vel
elementum urna, vel
pretium est tellus nec diam.
pretium est tellus nec diam.
Ut ac est mauris.
Ut ac est mauris.
Polarity1
Lorem ipsum dolor
Lorem ipsum dolor
sit amet, consectetur
sit amet, consectetur
adipiscing elit. Aliquam
adipiscing elit. Aliquam
laoreet dignissim odio,
laoreet dignissim odio,
ultricies accumsan leo
ultricies accumsan leo
malesuada a. Sed volutpat, scenario C scenario D malesuada a. Sed volutpat,
est non pellentesque
est non pellentesque
tristique, sapien lorem
tristique, sapien lorem
elementum urna, vel
elementum urna, vel
pretium est tellus nec diam.
pretium est tellus nec diam.
Ut ac est mauris.
Ut ac est mauris.
Choose a couple of polarities, that you will use to build a matrix. These polarities identify four scenarios, that you will
name and briefly describe.
The matrix is used to identify different design directions; it is a tool for internal discussion, to understand, map and
describe the positioning of the solution.

6. Polarities and Scenarios Matrix /2
Polarity 2
sce-
nario A
scenario A scenario B
Polarity1
Solution
positioning
scenario C scenario D
Identify the area where your solution will be positioned. To do this you have to discuss a lot, and define which area has
more potential, where you can develope some social innovation solution, which needs are more critical, and, last but
not least, what are you more interested in.
Use the map also in the concept generation phase to map your ideas

7. Polarities and Scenarios Matrix /2
Polarity 2
sce-
nario A
scenario A scenario B
Polarity1
Solution
positioning
scenario C scenario D
Identify the area where your solution will be positioned. To do this you have to discuss a lot, and define which area has
more potential, where you can develope some social innovation solution, which needs are more critical, and, last but
not least, what are you more interested in.
Use the map also in the concept generation phase to map your ideas

8. Polarities and Scenarios Matrix /3
Polarity 2
sce-
2
nario A
scenario A scenario B
5
1
Polarity1
Solution
positioning
scenario C 4
scenario D
3
Map case studies and best practices, and describe the most interesting ones in detail.

9. Scenario Descriptive Title
Description Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam laoreet dignissim
odio, ultricies accumsan leo malesuada
a. Sed volutpat, est non pellentesque
tristique, sapien lorem elementum urna,
vel pretium est tellus nec diam. Ut ac est
mauris.
Keywords
Discovery, community based tourism,
sustainable travel. (...)
A preliminary overview of
the idea, that is produced "Lorem ipsum dolor sit amet, consectetur
in order to feed the creative adipiscing elit. Aliquam laoreet dignissim
odio, ultricies accumsan leo malesuada a."
process and orient the
following design activities.
"Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam laoreet dignissim
odio, ultricies accumsan leo malesuada a."
"Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam laoreet dignissim
odio, ultricies accumsan leo malesuada a."

10. Use Metaphores
"If you can tell a good story about something, or spin a
good metaphor, it makes sense to people. This is where
the meaning of the design comes from. A clear metaphor
is the strange idea that connects two things; for
example the cloud and the bolt of lightning, saying—Ah
hah! This isn’t a computer, it’s a desktop!
Along with the metaphor, we also need a variety of
scenarios, to understand the context of Who is using it,
Where are they, and What are they trying to accomplish?"
(Bill Moggridge)

11. Schedule
11.09 (today) 11.16 11.23
Lecture + review
Students' final presentation of the
*Divide into Service team + Lecture + review
research phase.
Product team
11.30 12.07
Concept presentation
-scenario
Lecture + review
-product
-service

12. See you Next Wednesday.
(I already put this on Slideshare)