Presenting the process of cultural change

1. Service Design for
Social Innovation
Jonas Piet - Mylene Jonker - Vincenzo Di Maria
#SDNC12 Service Design for Social Innovation

2. The unusual story of three young service designers becoming social innovators
Jonas Piet
[Rotterdam]
design & research Mylene Jonker
[Amsterdam]
social entrepreneur
Engine & Participle social communication
Homeless SMS Vincenzo Di Maria
design management [Lisbon]
likes open air cinema product design
NGOs experience service design training
is a young mum Central Saint Martins
Design Against Crime
commonground
go back to Sicily
#SDNC12 Service Design for Social Innovation

3. The unusual story of...
#SDNC12 Service Design for Social Innovation

4. Naples is a beautiful and unique place, but is also the symbol of failure for all institutions
#SDNC12 Service Design for Social Innovation

5. San Giovanni a Teduccio, South East suburbs of Naples - NEStT venue
#SDNC12 Service Design for Social Innovation

6. An international Social Innovation competition supported by the European Commission
#SDNC12 Service Design for Social Innovation

7. Euclid Network: third sector leaders, local institutions, international innovators
#SDNC12 Service Design for Social Innovation

8. A different kind of project
• working with an organisation that did not choose us and
that does not understand the concept of service design
• operating within a complex social context and with
people often resistant to change
• shifting from design consultants to business partner
(co-design, shared ownership)
• limited resources and logistic challenges resulted into
huge personal investment
#SDNC12 Service Design for Social Innovation

9. Gioconomics is a people-centred collaborative project: by people, for people, with people
Euclid
Jonas Piet Network
[Rotterdam] [London]
Mylene
Gioco,
Jonker Immagine e Unicredit
[Amsterdam] Parole Foundation
[Milan]
[Naples]
Vincenzo Partners &
Di Maria Stakeholders
[Lisbon] [Naples]
#SDNC12 Service Design for Social Innovation

10. Gioconomics is made out of people with different skills, ambitions and personal agendas
#SDNC12 Service Design for Social Innovation

11. Social theatre and other cultural productions to engage with the local youth community
#SDNC12 Service Design for Social Innovation

12. Is Service Design up for it?
#SDNC12 Service Design for Social Innovation

13. Using service design to achieve different outcomes - Imagination Lancaster
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14. Collaborative planning, implementation and logistic challenges
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15. Facilitating the creative process and co-creation - understand expectations
#SDNC12 Service Design for Social Innovation

16. Generating, building and voting for the best ideas - define strategy
#SDNC12 Service Design for Social Innovation

17. The initial idea: co-production approach and increase engagement
From an ‘artisan-way’ To a ‘Wiki-way’
of co-production
In 3 stages:
1. Open Up 2. Up Sell 3. Scale Up
#SDNC12 Service Design for Social Innovation

18. The international design team: agents of change, cross-pollinating and innovating
#SDNC12 Service Design for Social Innovation

19. Where did change happen?
#SDNC12 Service Design for Social Innovation

20. Project timeline and iterative process: key cultural changes
#SDNC12 Service Design for Social Innovation

21. Mapping audience and stakeholders of the organisation - discovery phase
#SDNC12 Service Design for Social Innovation

22. Understanding value exchange: pitching the organisation to different stakeholders
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23. Agree on language, translation, communication, avoid jargon, reach new stakeholders
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24. Challenging our initial assumption, defining building blocks of project management
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25. Building operational tools, designing backstage operations and frontline interactions
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26. The challenge of culture transformation and mindset shift... business model workshop
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27. Getting the Theatre Lab involved at Gioconomics’ Open Evening
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28. Feedback on the project plan from potential candidates for the Advisory Team
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29. Document, visualise, structure project narrative, communicate and share learning
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30. small project BIG learning
#SDNC12 Service Design for Social Innovation

31. #1
experiencing change
makes change happen
acting out future roles and scenarios helps building
confidence and identify what needs to change
#SDNC12 Service Design for Social Innovation

32. #2
recognise and craft
by-products generated
during the process
deliver specific outputs that can be immediately used
building trust into the process
#SDNC12 Service Design for Social Innovation

33. #3
co-production needs
visual planning tools
to communicate and open-up the project to others and
organise their contributions
#SDNC12 Service Design for Social Innovation

34. #4
partnership beyond
collaboration
from co-design activities to joint design team
to ensure trust and co-ownership
#SDNC12 Service Design for Social Innovation

35. #5
not everything can change...
small organisational changes can resonate
at system level: start small, think big, try different things
#SDNC12 Service Design for Social Innovation

36. Social innovative projects require BIG heart to match your BIG ideas
service design for social innovation:
innovating within traditions
#SDNC12 Service Design for Social Innovation

37. Thank You
Jonas Piet www.gioconomics.org
Mylene Jonker gioconomics@gmail.com
Vincenzo Di Maria @gioconomics
#SDNC12 Service Design for Social Innovation