service design for social innovation: the promotion of active aging in rio de janeiro - cipolla,...
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ServiceDesignforSocialInnovationpromotionofactiveaginginRiodeJaneiro
CarlaCipolla,
MaíraPrestesJoly,
BeatrizWatanabe,
FernandaZanela,MárciaTavares
Rio de Janeiro Federal University COPPE
Rio DESIS
www.transitsocialinnovation.eu
Where:AginginBrazil
Thecombinationofthesharpreductioninfertilityandmortalitylevelsgeneratedchangesintheagepro9ileofthepopulation,especiallyinthemid80.Alsoinrelationtomortality,theaverageBrazilianlife,whichin1940evenreached50yearsofage,brokethroughtheborder70yearsbytheyear2000.Brazil,atypicalyoungcountrysofar,itisamongtheonesthataremostlyagingintheworld.
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Where:AginginBrazil
BrazilIn2025,thecountrywillbethesixthintheworldinnumberofolderpeople(WorldHealthOrganization-2005)
RiodeJaneiroThestatewiththehighestpercentageofelderlypopulationinBrazil.Oneinsevenpeoplehasmorethan60yearsold
(Pnad,2009)
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Where:AginginBrazil
ElderlyinBrazilstillcarrytheweightofthenegativestereotypeofwhatitistobeold:useless,ill,incompetent,unproductiveanddependent.Thesestereotypescanleadtoarejectionoftheeldersandsocialmarginalization.Lackof(innovative)servicesforthissegment.
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DesignforSocialinnovation
Designforsocialinnovationiswhateverdesigncandotostart,boost,support,strengthen,andreplicatesocialinnovation.(Manzini,2014,p.65)
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Socialinnovation
Cajaiba-Santana(2014,p.44)statesthat“socialinnovationhasbeenfrequentlypresentedasanormativeinstrumentusedtoresolvesocialproblemsthroughthecreationofnewservicesandnewproducts”andunderlinesthat“thepathofsocialinnovationisnotasocialproblemtobesolved,butthesocialchangeitbringsabout.”
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Servicescanbeunderstoodasbasedonnewrelationsamongactorstofostersocialchange
• servicescanimproveinnovativecapacitiesofpeoplebythinkingofnewformsofsocialinteractions,partnershipsandvalueco-creation.
• createnewoperatingmodelsbasedonactorsandtheirinterrelations
ServiceDesign(forSocialinnovation)
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alreadybeingprototypedinreallife.(Cipolla& ,2012;Joly&Cipolla ,2013;Joly,Cipolla Cipolla,2013;Joly, &Cipolla Manzini& ,2014)Manzini,2014)
• GeneratenewsocialinnovationGeneratingsocialinnovationprocesses,wherenewconnectionsamongactorsareenabled,inordertogeneratesocialand/oreconomicbene9itstocreatealternativeproductionandconsumptionsystems.(Joly,2015).systems.(Joly,2015).
innovation
Contact personnel Customer
Ef9iciencyxsatisfaction(customer)andEf9iciencyxautonomy(contactpersonnel)
Serviceencounter(1)ServicedeliveryprocessAkeyissuewasalwayshowtomanageinterpersonalencounters
emergingservicemodelsSpeci9icinteractionpatternsintermsofrelationsandcollaborations
Serviceencounter(2)
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Proposal(DESISLabinRio):promotingsocialchangebydesigntoimproveagingconditionsinBrazilHow:designingnewservicemodelstopromoteactiveaging
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What:ActiveAging“Processofoptimizingopportunitiesforhealth,participationandsecurity,inordertoimprovethequalityoflifeaspeoplegetolder.”(WorldHealthOrganization,2005,p.13-18)
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What:ActiveAging(4pillars)
Therearefourfundamentalprinciplesrelatedtothisconcept(OMS,2002apudKalache,2013,p.34-37):
Healthconsistsincreatinghealthsupportenvironmentsandencouraginghealthierindividualchoices.Thegoalistopromotewell-beingduringthewholelifecycleofapersonandalsotomaintaintheeldersabovethedisabilitythreshold(tokeepthemlivingindependently);
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What:ActiveAging(4pillars)
Therearefourfundamentalprinciplesrelatedtothisconcept(OMS,2002apudKalache,2013,p.34-37):
LifelongLearningworksasasupporttotheparticipationprinciple.Itaimstomaintaintheeldersactivelyparticipativeandconnectedtothesociety,maintainingabilitiesandknowledge.Notonlyitreferstoacademiclearningorformaltraining,butalsoitincludesanyformoflearning-rangingfromdailyandsimpleactivitiestomorecomplexones;
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What:ActiveAging(4pillars)
Therearefourfundamentalprinciplesrelatedtothisconcept(OMS,2002apudKalache,2013,p.34-37):
Participationitisbasedonpursuingopportunities,effortsandstimulustoremainactiveinsociety.Thegoalistoprovideagratifyingtransitiontoanewagestageandsociallife;
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What:ActiveAging(4pillars)
Therearefourfundamentalprinciplesrelatedtothisconcept(OMS,2002apudKalache,2013,p.34-37):
Securityitisabouttrustandprotectioninsofaraspeoplegetolder.Itseekstomaintaindignityandcareproviding,steadyhousing,good-qualityhealth,protectionagainstdamageand9inancialsecurity(speciallyforvulnerablepeopleduetosicknessordisability).
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Methodology• Designexplorationwithstudents• developservicesabletopromotetheprinciplesoftheactiveaginginRiodeJaneiro
• focusedonthefollowingthemes:health,leisure,work,communication,housing,transportationandfood.
Process followed three phases: Theoreticalphase:presentationofconceptsandtoolsofServiceDesign,socialinnovationandactiveaging;Designexploration;Finalpresentationanddiscussionwithexternalactors.
Issue:JobgapAim:onlineplatformtoconnectolderpeopleandcompaniesOffer:headhunterservicefor(re)discoveringelderlytalentsandacoachingservicefortheelderly(re)enteringthemarketBeneVits:economicalgains,expectedincreaseofcon9idenceandrespectforseniors.
DesignedbyPressfoto-
Freepik.com
ServiceGoldenAge
Result(2011)
Brazilianstartup,openedsince2015Aim:onlineplatformtoconnectolderpeople(+50)andcompaniesOffer:crossingbusinessdemandsandskillsfromtheelderlyBeneVits:economicalgains,activeparticipationintheirlocaleconomyandcommunitylife
Maturijobsservice
Validation(2015)
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Conclusion(1)
Thebalancebetweenachangingagepro9ileanditsconsequentlyemergentdemandscreatedesignopportunities;Theuniversityactsasadrivingforceforsocialinnovation,enablingstudentstodesignproducts,servicesandpoliciesthatcontributetopromoteactiveaging;TheGoldenAgeserviceexpandsaccessofolderworkerstosigni9icantprofessionaloccupations.
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Conclusion(2)
Maturijobsreinforcesthepossibilityofengagingsociety,companiesandthegovernmenttoanewsocietalpatternwhereseniorscanstillactivelycollaborate;GoldenAgeandMaturijobsdemonstratedthatdemandsforinnovativeservicesmodelsexist;Bothservicespromotesocialinnovation,becausetheyfacilitatenewconnectionsamongactors,basedontheirqualitiesassocialresources,creatingsolutionstothesocialchallengeofanagingsociety.
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New relations between guests and hosts (older people) to foster active aging in Rio de Janeiro
RioVividoproject
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Thankyou!Questions?
Carla Cipolla – cipolla@pep.ufrj.br
Maíra Prestes Joly – magprestes@fe.up.pt
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ReferencesCajaiba-Santana,G.(2014).Socialinnovation:Movingthe9ieldforward.Aconceptualframework.TechnologicalForecasting&SocialChange,82(2014),42–51.Cantú,D.,Corubolo,M.,Simeone,G.(2012).ACommunityCenteredDesignapproachtodevelopingserviceprototypes.In.:ProceedingsofServDesServiceDesignandinnovationConference,Co-creatingservices(pp.65-70).Linkop̈ing:Linkop̈ingUniversityElectronicPress.Cipolla,C.,&Manzini,E.(2009).Relationalservices.Knowledge,Technology&Policy,22(1),45-50.Cipolla,C.&Moura,H.(2012).SocialinnovationinBrazilthroughdesignstrategy.DesignManagementJournal,6(jan),p.40-51.Joly,M.P.,Straioto,R.&Figueiredo,L.F.(2014).StrategiesinDesignforsocialinnovationwithinAltoValeProject.StrategicDesignResearchJournal,7(2),74-83.doi:10.4013/sdrj.2014.72.04.Joly,M.P.(2015).DesignparainovaçãosocialeaRedeDESIS–DesignforSocialInnovationandSustainability–noBrasil/MaíraPrestesJoly.Dissertation.RiodeJaneiro:UFRJ/COPPE,2015.Joly,M.P.,Cipolla,C.,&Manzini,E.(2014).Informal,Formal,Collaborative:identifyingnewmodelsofserviceswithinfavelasofRiodeJaneiro.InSangiorgi,D.,Hands,D.&Murphy,E.(Eds.).ProceedingsofthefourthServiceDesignandServiceInnovationConference.Linköping,Sweden:LinköpingUniversityElectronicPress.Joly,M.P.&Cipolla,C.(2013).ServiceDesignforSocialInnovation:creatingservicesfromsocialinnovationcases.InA.A.Fernandes,R.M.NatalJorge,L.Patrício,A.Medeiros(Eds.).3rdINT.CONF.ONINTEGRATIONOFDESIGN,ENGINEERING&MANAGEMENTFORINNOVATION.Porto,Portugal:UniversidadedoPorto.Mager,B.(2009).Servicedesignasanemerging9ield.In:SatuMiettinen.(Ed.).DesigningServiceswithInnovativeMethods.1ed.Helsinki:TAIKPublications/UniversityofArtandDesignHelsinki,28-43.Manzini,E.(2014).Makingthingshappen:socialinnovationanddesign.DesignIssues,30(1),57-66.
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