Visual tools to design

The role of visual representation
in innovation processes
Visual Tools  
to Design
Roberta Tassi
European Conference on Cognitive Ergonomics / Nottingham 2016

w w w. s e r v i c e d e s i g n t o o l s . o r g
@ s _ d e s i g n t o o l s
Milan, 2008

ETHNOGRAPHIC THINKING
STRATEGIC THINKING
1 2 3
5-10 30-60 60+
TECH IDEA TECH-BASED SOLUTION
LEARNING DESIGNING TESTING
Product
Requirements
Service
System
Business
Model
For us by us product-service system development cycle: ‘Market Creation Through Community Engagement’ published in EPIC conference proceedings, Minneapolis, 2016

D I R E C T LY F I R E - R E L AT E D I N D I R E C T LY F I R E - R E L AT E D M I N O R P R E S E N C E
HOUSEMATES NEIGHBORHOOD LEADERS + CHIEF MUNICIPALITY
HOUSE SETTLEMENT
FIRE SERVICES
EDUCATION
HEALTHCARE
SECURITY
LANDLORD
SAVING GROUPS
BANK
POLICECLINIC
FIRE SERVICE
RESPONSE TEAM
SECURITY GUARD
SCHOOL
INSTITUTION COMMUNITYINFORMAL ROLES
NGO
NGO
NGO
CHW
FINANCIAL
DWELLER
ECOSYSTEM MAP

P R O P E R T Y I N V E S T M E N T F U T U R E V I S I O N
The achiever is a person who invested in
his or her house, either to improve or
expand the space available, create space
for a commercial activity or buy the land
where the house is built.
Higher investments translate into
more willingness to protect their
property.
Everything the achiever is doing is aimed at
improving his conditions till the point he/
she will be able to leave the informal
settlement and start a better life in a
different neighborhood. The achiever is
highly motivated: has started building a
better future years ago and is close to
achieving the desired goal.
N E E D S A S P I R AT I O N S
• PERSONAL & FAMILY SAFETY
• HOUSE PROTECTION
• PEACE OF MIND
• NICE HOUSE
• LARGER BUSINESS
F U T U R E V I S I O N
Besides weak financial stability, the
aspirer is working hard to build a
better future for the entire family.
They are strong and persistent.
When it comes to decision making, the
aspirers always give priority to things
that have a direct correlation with their
P R O P E R T Y I N V E S T M E N T
The aspirers are making small
investments to upgrade their business
or living condition: they are in the
process of becoming an “achiever” and
every rand or shelling counts. The
aspirer is very careful with
expenses, and tries to save money
HUMAN ARCHETYPES

TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE
PREVENTION DETECTION REBUILDRESPONSE
F I R E L I F E C YC L E
S E R V I C E O F F E R I N G
OFFERING MAP

SET UP DISTRIBUTION
FIRE RESPONSE
EXPERIENCE JOURNEY MAP
FIRE SENSOR R E S P O N S E J O U R N E Y E X E R C I S E
ON ALARM COMMUNICATION INTERVENTION STOP
CAPE TOWN | 15-16 OCTOBER 2015
HOW DO YOU KNOW
THAT THE SENSOR IS ON?
HOW DOES THE SENSOR
LAUNCH THE ALARM?
HOW DOES THE SENSOR
INFORM ABOUT WHAT’S HAPPENING?
HOW IS THE FIRE RESPONSE
MANAGED IN ORDER TO PUT IT OFF?
HOW IS THE ALARM STOPPED
WHEN THE FIRE IS OFF?
THINK OF PEOPLE NEARBY THE FIRE THINK OF PEOPLE FAR AWAY (E.G. FIRE BRIGADES)
FIRE SENSOR S E N S O R J O U R N E Y E X E R C I S E CAPE TOWN | 15-16 OCTOBER 2015
AWARENESS PURCHASE INSTALLATION USE MAINTENANCE
HOW DOES EACH INDIVIDUAL IN THE COMMUNITY
GET TO KNOW ABOUT THE FIRE SENSORS?
WHERE AND HOW COULD THE FIRE
SENSORS BE PURCHASED?
WHO IS INSTALLING THE SENSORS IN THE
HOUSES AND EXPLAINING HOW THEY WORK?
WHAT ARE THE BENEFITS WHEN
THE FIRE SENSORS ARE ACTIVE?
WHO IS TAKING CARE OF CHECKING
AND CHANGING THE BATTERIES?

COMMUNITY FIRE
WARDEN
RESPONSE
VOLUNTEERS
COMMUNITY
LEADER
COMMUNITY
FIRE CLUB IS A SERVICE
COMMUNITIES
SUBSCRIBE TO BY PAYING
A MONTHLY FEE OF 1.00$
PER HOUSEHOLDS TO
TAKE RESPONSIBILITY
AND ACTION AGAINST THE
PROBLEM OF FIRE.
VALUE PROPOSITION

EDUCATIONTOOLS
COMMUNITY FIRE
WARDEN
RESPONSE
VOLUNTEERS
COMMUNITY
LEADER
FIRE CLUB
MANAGER
GLOBAL
NGO
FIRE & DISASTER
SERVICES
COMMUNITY
COMMUNITY FIRE RESPONSE
FIRE RESPONSE
FUNDING
DONOR
MICROINSURANCE
PROVIDER
SENSORS
PRODUCER
INITIAL DONATION CAPITAL CAPITAL
SENSO
R
S
INCUBATIO
N
LOCAL
NGO
M
O
NTHLY FEE
TRUS
T H
ELP
M
O
NTHLY FEE
PAY-B
A
CK
REPO
R
T
MENTORING & STIPEN
D
EDUCATION SENSITIZATION INFORM
ATI
O
N
SERVICE MODEL

ProjectOutcomes
SERVICE BLUEPRINT

READY!
AWARENESS TRAINING INSTALLATION MAINTENANCEUSE
COMMUNITY ENGAGEMENT
DEMONSTRATE
THE SERVICE TO
COMMUNITY
LEADERS
PAY FOR AN
ANNUAL
SUBSCRIPTION
(LOAN)
DEMONSTRATE
THE SERVICE TO
COMMUNITY
MEMBERS
SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION
COMMUNITY MEMBERS
COMMUNITY LEADER
WELCOME THE
PROJECT AND SET
COMMUNITY
MEETINGS
SUPPORT THE FIRE
CLUB MANAGER
MOBILIZING THE
COMMUNITY
RESPONSE VOLUNTEERS
COLLECT
SUBSCRIPTIONS
FROM COMM.
MEMBERS
80%
SUPPORT
DEMONSTRATION
AND EXPLAIN THE
SERVICE VALUE
SUBSCRIBE WITH
THE COMMUNITY
LEADER (EACH
HOUSEHOLD)
LEARN ABOUT
THE SERVICE AND
DISCUSS WHAT
TO DO
SELECT A
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
APPROVE THE
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
SUPERVISE THE
FIRE WARDEN AND
RESPONSE TEAM
SELECTION
OFFICIALLY
RECOGNIZE THE
COMMUNITY
RESPONSE TEAM
TRAIN THE
COMMUNITY
RESPONSE
TEAM
INSTALL FIRE
STATION AND
SENSORS IN THE
COMMUNITY
ORGANIZE
A FIRE
SIMULATION IN
THE COMMUNITY
COMMUNITY FIRE WARDEN
VOLUNTEER TO
BECOME THE
COMMUNITY FIRE
WARDEN
RECEIVE TOOLS &
INFO TO EXECUTE
AND MAINTAIN
THE SYSTEM
VOLUNTEER TO
BE SPECIFICALLY
TRAINED ON FIRE
RESPONSE
LEARN ABOUT
FIRE EDUCATION,
PREVENTION AND
RESPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
SUPPORT FIRE
SENSORS AND
STATION
INSTALLATION
EVALUATE,
REPLACE OR
REPAIR WHAT IS
BROKEN
PROVIDE REGULAR
REFRESH
TRAINING FOR THE
RESPONSE TEAM
EVERY
MONTH
PAYMENT AND SERVICE BENEFIT
NOTIFY DAMAGES
OR NEED FOR
REPAIR (SENSORS
OR STATION)
USE THE MONEY
TO PAY BACK THE
LOAN AND PAY THE
FIRE WARDEN
FIRE CLUB MANAGER
LOCAL ALLIANCE
INSUR.
UNIV.
...
OVERVIEW
ACCEPT THE
SUBSCRIPTION
AND ACTIVATE
IMPLEMENTATION
COLLECT
MONTHLY
PAYMENTS FROM
HOUSEHOLDS
PAY THE FEE
TO WARDEN &
GET TRAINING
FROM
CHECK SENSORS
+ DOOR-TO-DOOR
AND GROUP
TRAINING
FIRE
DISAST
COM
COMM
AFFE
RESPO
COMMU
...
FIRE
DISAST
COM
COMM
AFFE
RESPO
COMMU
...
S E T- U P D I S T R I B U T I O N R E S P O N S E
SERVICE BLUEPRINT

ProjectOutcomes
STORYBOARD / USER STORY

ProjectOutcomes
EXPERIENCE SIMULATION / ROLE PLAY

frog
REALISTIC- +
-
+
ABSTRACT
DIACHRONICSYNCHRONIC
FLOWS
02
IMAGES
03
NARRATIVES
04
AWARENESS TRAINING INSTALLATION MAINTENANCEUSE
COMMUNITY ENGAGEMENT
DEMONSTRATE
THE SERVICE TO
COMMUNITY
LEADERS
PAY FOR AN
ANNUAL
SUBSCRIPTION
(LOAN)
DEMONSTRATE
THE SERVICE TO
COMMUNITY
MEMBERS
SUBSCRIPTION BUILDING THE RESPONSE TEAM SERVICE ACTIVATION
COMMUNITY MEMBERS
COMMUNITY LEADER
WELCOME THE
PROJECT AND SET
COMMUNITY
MEETINGS
SUPPORT THE FIRE
CLUB MANAGER
MOBILIZING THE
COMMUNITY
RESPONSE VOLUNTEERS
COLLECT
SUBSCRIPTIONS
FROM COMM.
MEMBERS
80%
SUPPORT
DEMONSTRATION
AND EXPLAIN THE
SERVICE VALUE
SUBSCRIBE WITH
THE COMMUNITY
LEADER (EACH
HOUSEHOLD)
LEARN ABOUT
THE SERVICE AND
DISCUSS WHAT
TO DO
SELECT A
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
APPROVE THE
COMMUNITY FIRE
WARDEN AND
RESPONSE TEAM
SUPERVISE THE
FIRE WARDEN AND
RESPONSE TEAM
SELECTION
OFFICIALLY
RECOGNIZE THE
COMMUNITY
RESPONSE TEAM
TRAIN THE
COMMUNITY
RESPONSE
TEAM
INSTALL FIRE
STATION AND
SENSORS IN THE
COMMUNITY
ORGANIZE
A FIRE
SIMULATION IN
THE COMMUNITY
COMMUNITY FIRE WARDEN
VOLUNTEER TO
BECOME THE
COMMUNITY FIRE
WARDEN
RECEIVE TOOLS &
INFO TO EXECUTE
AND MAINTAIN
THE SYSTEM
VOLUNTEER TO
BE SPECIFICALLY
TRAINED ON FIRE
RESPONSE
LEARN ABOUT
FIRE EDUCATION,
PREVENTION AND
RESPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
GET REFRESHER
TRAINING ON FIRE
PREVENTION AND
REPONSE
SUPPORT FIRE
SENSORS AND
STATION
INSTALLATION
EVALUATE,
REPLACE OR
REPAIR WHAT IS
BROKEN
PROVIDE REGULAR
REFRESH
TRAINING FOR THE
RESPONSE TEAM
EVERY
MONTH
PAYMENT AND SERVICE BENEFIT
NOTIFY DAMAGES
OR NEED FOR
REPAIR (SENSORS
OR STATION)
USE THE MONEY
TO PAY BACK THE
LOAN AND PAY THE
FIRE WARDEN
FIRE CLUB MANAGER
LOCAL ALLIANCE
INSUR.
UNIV.
...
OVERVIEW
ACCEPT THE
SUBSCRIPTION
AND ACTIVATE
IMPLEMENTATION
COLLECT
MONTHLY
PAYMENTS FROM
HOUSEHOLDS
PAY THE FEE
TO WARDEN &
GET TRAINING
FROM
CHECK SENSORS
+ DOOR-TO-DOOR
AND GROUP
TRAINING
EDUCATIONTOOLS
COMMUNITY FIRE
WARDEN
RESPONSE
VOLUNTEERS
COMMUNITY
LEADER
FIRE CLUB
MANAGER
GLOBAL
NGO
FIRE & DISASTER
SERVICES
COMMUNITY
COMMUNITY FIRE RESPONSE
FIRE RESPONSE
FUNDING
DONOR
MICROINSURANCE
PROVIDER
SENSORS
PRODUCER
INITIAL DONATION CAPITAL CAPITAL
SENSO
R
S
INCUBATIO
N
LOCAL
NGO
M
O
NTHLY FEE
TRUS
T H
ELP
M
O
NTHLY FEE
PAY-B
A
CK
REPO
R
T
MENTORING & STIPEN
D
EDUCATION SENSITIZATION INFORM
ATI
O
N
FLOWS NARRATIVES
MAPS IMAGES
ABSTRACT REALISTIC

frog
REALISTIC- +
-
+
ABSTRACT
MAPS
FLOWS NARRATIVES
IMAGES
Visual Representations Map: ‘VisualTiles, Communication Tools for (Service) Design’ published in NORDES Nordic Service Design conference proceedings, Oslo, 2009

FLOWSVSNARRATIVESREPRESENTATION

frog
CO-DESIGNINGVSTESTINGDESIGNACTIVITY

frog
Visual tools help
dealing with
complexity by
making things
tangible
Why is this relevant?
Product
Service
Interaction
Experience
System
Process

frog
Why is this relevant?
Visual tools enable
an effective
collaboration of  
all the players
involved
User
Operators
Organisation
Experts
…
…

frog
One more why!
Those tools help
organisations adopt  
a human-centred
innovation  
culture

A view from outside
S E A R C H I N G F O R A P P L I C A T I O N S
Private industry
Public sector

The most important tool to find solutions
to pressing social challenges in the ability
to embed the solution in the larger system
being targeted.
The work that social innovators face today is more complex
than ever and requires a set of tools and frameworks
designed to address the complexity inherent when
innovations are integrated into existing systems like
schools, welfare agencies, health departments and
corporate structures.

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Visual tools to design

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