This is the english version of my thesis presentation. Service Design Master Degree at Politecnico di Milano, July 2009.

1. Serena Pollastri
thesis project presentation
03.11.2009

2. Maps and service design
iver when
comes s ervice dr enerates
th e map be ap-user g
c tio n user-m i es and/or
t he intera
among c ommunit
s
co nnection real world
individu als in the
Serena Pollastri
sere.miru@gmail.com
2

3. What is a map?
Geography is the science that describes the Earth. That is what has
always been said. But it is not really true, because in the meantime, we
forgot the most important thing: that through this description the World is
Serena Pollastri reduced to Earth, Earth is reduced to a surface, and this surface
sere.miru@gmail.com
is reduced to a board (Franco Farinelli)
3

4. What is a map?
N
{ }
a map, on the contrary, is territorial narration;
is a tool;
a board where to draw stories
Serena Pollastri
sere.miru@gmail.com
4

5. Volunteered Geographic Information
the “wikification” of GIS
Web 1.0 traditional mapping
Web 2.0 VGI
Serena Pollastri
sere.miru@gmail.com
5

6. MIRO; a collaborative map for Milan
MIRO:
In Esperanto means “surprise, wonder”.
Is the wonder to discover hidden and
fascinating place in an unkown city. Unknown
because never visited or because it has always
been deeply explored
Serena Pollastri
sere.miru@gmail.com
6

7. MIRO; a collaborative map for Milan
create on a map layers of shared
information, able to connect
inhabitants and travellers
Serena Pollastri
sere.miru@gmail.com
7

8. Open Geospatial Data
OpenStreetMap
OSM
JOSM
JOSM mapping
on/line editing
OSM.org OpenStreetMap is a free editable map of
edit the whole world. It is made by people like
Serena Pollastri you, it allows you to view, edit and use
sere.miru@gmail.com
geographical data in a collaborative way
8

9. Open Geospatial Data
OpenSource Softwares
OpenLayers permette di inserire in
qualsiasi sito Web mappe dinamiche,
mostrando su di esse livelli di
informazioni caricate da diverse fonti.
Sanoodi
Open Flights Map
Serena Pollastri
sere.miru@gmail.com
open source activity
9

10. MIRO_the levels
stories from the city
Are stories of daily lives;
By exploring the map it is possible to
home
discover special places of users
community
contatti
This map represent a Milano a porte aperte
PARTICIPATED IMAGE of the city
special places mostrami
Torre Branca
le storie di città
posti speciali
eventi
mangiare
acquisti
cultura
sera
vecchi libri in p.zza Oberdan
le porte aperte
filtra
inserito da
Nico vedi
Serena Pollastri
sere.miru@gmail.com special places | events | food | shopping | culture | night
10

11. MIRO_the levels
open doors
inhabitants can map their houses,
and host a traveller.
home
community
The map becomes a tool for a contatti
DIFFUSED HOSPITALITY SERVICE Milano a porte aperte
open doors mostrami
Mario’s house
i racconti di città
le porte aperte
Lorem ipsum
dolor sit amet
consectetuer si no
adipiscing elit.
filtra
2P Nico
vedi
Serena Pollastri
sere.miru@gmail.com
11

12. MIRO_digital platform
site map
HOME HOME_spiegazioni
A B how it
works
C
B
HOME_storie di cit-
C1 COMMUNITY GUIDA PERSONALE
D F
ACQUISTI
MANGIARE
POSTI SPECIALI
CULTURA
SERA
EVENTI
D F
mi
piace!
HOME_porte aperte COMMUNITY
C2 E
Serena Pollastri
sere.miru@gmail.com
E
12

13. MIRO_How to make the map a service
involved actors system
ISTC
on-line communication task
International Student
travel confederation motivations
interest in the service;
shared goals;
self promotion Guest
mappers community
develop the platform
task
motivations
interested in the diffusion
of free and collaborative
mapping systems
Informagiovani Host Attività
promote locally the service;
offer assistance task
Serena Pollastri motivation
sere.miru@gmail.com interest in cultural value;
the service enriches the
13 offer of the association

14. MIRO_Milano a Porte Aperte
give value to participation
the participatin of the user is
participation of they contribute by offering
measured in POINTS
COMMERICIAL ACTIVITIES GIFT CERTIFICATES OR
OR ASSOCIATIONS SERVICES
i panzerotti di Luini
conarta esto ti
qu Prezia by reaching different goals,
M
users can access PRIZES
può avere isto di
un vassoio m
qui: netteria Luini
Pa
inserito
Lui-
home
commu-
Milano a porte aperte
contatti
Scegli il tuo
Panetteria Frida
Luini
vassoio misto di aperitivo x4
specialità
Todo Modo Spontini
buono per crépe pizza e bibita per 2
Serena Pollastri +bibita X2
sere.miru@gmail.com
14

15. MIRO_Milano a Porte Aperte
Business Model
}
€32.000 TRAVEL PRICES
€5+
€ 3 (for the following nights)
PROJECT COSTS
+ IDENTITY
DONATIONS VERIFY
€ € 25 (volonteerely)
€1600 1612
€1600
MANAGEMENT COSTS
Serena Pollastri
sere.miru@gmail.com
15

16. MIRO_Additional tools
the personal travel guide
mappa
community
community
contatti
contatti
Milano a porte aperte
Milano a porte aperte
Seleziona gli otto
preferiti che vuoi
I MIEI PREFERITI rie mettere nella guida.
EVENTO (Ricordati che puoi
Fiori e Sapori sul Naviglio Grande crearne più di una)
fiori Naviglio LA MIA GUIDA
DELLA CITTA’
prodotti tipici Parco delle Basiliche
mercatino bio Mykonos
EMMA
Mistral
Lo Specchio di Alice
1 8 7 2
Domenica 15 aprile si è svolta la 14° Mercato di Bonola
edizione di “Fiori e sapori sul Naviglio
4 5 6 3
Grande”, la grande esposizione di piante Triennale Bovisa
e fiori organizzata dall’Associazione del
Naviglio Grande, in collaborazione e con
il patrocinio dell’Assessorato alle Attività Base B
Produttive del Comune.
Con questa iniziativa l’Associazione mira Libri di p.za Oberdan
FRONTE RETRO
Piadineria Carletto
mappa
Giardino della Villa Reale
Istruzioni stampa
mi Bar Rattazzo
piace!
From the website_HOW TO BUILD YOUR OWN TRAVEL GUIDE
1 2 3
Serena Pollastri
sere.miru@gmail.com
print your selected assembly your guide in
16 items on an A4 sheet fold along the lines and cut your MIRO diary

17. MIRO_le storie di città
Welcome Kit
HOST
HANDBOOK
WELCOME
POSTER
BUSINESS
CARD
TRAVEL
JOURNAL
the Journal
Lorem ipsum
dolor sit amet
LOCALI
Serena Pollastri
sere.miru@gmail.com
17

18. MIRO_Milano a Porte Aperte
la storia di un incontro
1 2 3 4
Marcus finds lots of interests in Marcus arrives in Milan and Arne sends a check-in confirm They have a cofee and Marcus
common with Arne; he sends goes directly to Arne’s house to the on-ine system receives the diary. they make
a hospitality request that Arne some plans for the following
accepts day.
5 6 7 8
while Arne is at work, Marcus Following indication on the before leaving Arne sends At home Marcus enriches the
visits the little street art gallery map, that Marcus can acced to the system the check-out map whith the narration of his
suggested by his new friend. from his mobile, he meets confirm journey.
Serena Pollastri Arne at a party
sere.miru@gmail.com
18

19. MIRO_a map for the city
conclusions
Serena Pollastri
sere.miru@gmail.com
19