dinner with buddies
DESCRIPTION
Dinner with buddies is a new service in Milan for indian immigrants. They can be listen and help in a familiar atmosphere by volunteers with competence in the theme.TRANSCRIPT
dinnerwithbuddies
We are talking about your future
3
dinnerwithbuddies
Talk us about your dreams!
Dinner with buddies is a new service in Milan for indian immigrants. They can be listen and help in a familiar atmosphere by volunteers
with competence in the theme
5
LOG
O
INDEX
TRENDSºº
trendsmindmap
USER’S ANALYSISºººººººº
targetthemeskey insightsframeworksjourney’s stepsintentionsproblematic areaswhere we can act
SCENARIO BUILDINGºººººººººº
getting informationcity buddystarter kitdon’t feel at homecasa indiatastin’ itscenarios evaluationconceptscenario selectedmotivations
STAKEHOLDERSºººººººººº
actor’s mapclientchart membersreasons for the choicepartnerssponsormotivation matrixexisting competing PSSpositioningswot analysis
PRODUCT SERVICE SYSTEMºººººººººººººº
conceptgeneral systemdinner’s systemlogosecondary markstouchpointswebsitecommunicationadvertisingtablesinteriorcustomer systemvolunteers’ systemguests’ system
USER’S PERSPECTIVEºººº
personascustomer journeycustomer journey volunteerstoryboard
SCENARIO ALTERNATIVESººº
workshop-itfirst impressionethni-city
VALUES AND BENEFITS
CREDITS
ºº
for the userfor the stakeholders
TRENDS
9
Living without money can be a lifestyle and a philosophy, escaping the cash prison of materialism without forgetting the “give and take” dynamic.
In the flow of people there are some who start acting different, for personal or global reasons, exploring new path or following different habits. Thanks to their personality and identity, their influence speads among the ones they get in contact with starting a chain, contamining people and having them act in a new way.
QUID.OUT (name in progress)
ACTIVISM IN THE FLOW (mr. fogg)
TREND
10
Welcome Stranger People able to do things by theirself until they find themself in situations in which their independence and capability is not enought. External factor block them the tools for being indepent. They can take care of themself just if they are provided with the right tools to do it.
Strangers can make you feel like if your family were there welcoming you. The warm experience can be provided also by unknown people. Hugs are not anymore exclusive thing between friends and family. They are become in part of this new trend.
EPHEMILY(brace)
LOCAL PROSTHESIS(brace)TR
END
11
specialneeds
betterworld
Bike BusPrendi a casa uno studente
Good actions
passingflowmind contagious
kidnessfeelings
Family
a High 5!
happynessMinutesfor Sale
Aurumrestaurant
alone
Emotion
Simpathy
Welcoming
Free
Hugs
Strangers Welcome
WarmWelcome
back!
Talent Help
Help Chain
changeNo money
Barter yourB&BFree
Sharing Swap
Skills
Indepen-dence
Mobile No Signaldesperate
Time Bank
Tools
following
MIN
DM
AP
USER’S ANALYSIS
15
USER’S A
NA
LYSIS
TARGETNUMERI
34.080 Totale Indiani in Italia14.360 Domande per la regolarizzazione16.348 Soggiornanti per motivi di lavoro10.904 Soggiornanti per motivi familiari
PERCENTUALI
Totale motivi di lavoro 48,0 %Di cui lavoro subordinato 44,5 %Di cui lavoro autonomo 2,1 %Motivi familiari 32,0 %
INDIANI IN ITALIA
16
THEMES
FEELING WELCOMED
PERCEPTION OF ITALY
BUREAUCRACY
CULTURE AND TRADITION
INTEGRATION
FUTURE PLANS
INFORMATIONS
USE
R’S
AN
ALY
SIS
17
USER’S A
NA
LYSIS
KEY INSIGHTS
unwanted citizen
costy
don’t feel at home
no colours
no respect
easier to be illegalslow
wait and wait and wait
repetition
just by my friendcold
supposed to be better
no respectwe respect everything
difficult to share
keep it at home
no connections
by italian welcomed as laburer mostly
spread by word of mouth
where are the signs?internetpay tvone newspaper
job?home?translations?
job mostly in the primary sector
languageno meetings
difficult to feel italians
i’m a normal person
leave italystudy abroadjoin my
family
come back
18
FRAMEWORKS
INDIA
farmers
indianfamily
illegalimmigra-
tion
government
embassy
legalimmigra-
tion
universitywelcome
desk
associationpresident
amma
religionhousewife
indianworkers
shopowner
indianstudents
italian farm owners
italianpeople
ITALY
restaurant
employ illegalfarm workers
facilitates theillegal people
≠ not easylegal exchange
italian don’twant to workin farms
owners areitalians
mix inschool
use shop &restaurants
italian mostly attended Guru festival tradition_smth to share
with the family
cross_culturwe
comehere to join
connect with outside
familiyowned
come here to study
smtimeswork togheter
take the oppurtunity
recive help
shareinformations
bringcultural showsposnered by
government
sons of the illegal imm
igration become legal im
migrate
= missing connections
indianitalian born
USE
R’S
AN
ALY
SIS
19
USER’S A
NA
LYSIS
JOURNEY’S STEPSWe identified 3 main steps touched by our personas during their experience
Why and how they
decide to leave their
motherland and
move to Italy
How they live the
Italian experience
considering their
intentions and
motivations
According to their
needs and dreams
and depending on
their experience,
they choose the
next step
PREPARATION SETTLE FINAL PLAN
20
USE
R’S
AN
ALY
SIS
INTENTIONS
PREPARATION SETTLE FINAL PLANTRIGGER
VISA
MOVE
ASKING FOR HELP
ACCOMODATION
JOB
INTEGRATE
LANGUAGE
BE INFORMED
FOOD
RESIDENCE PERMIT
KEEP IN TOUCHWITH INDIA
CREATE BUSINESS
BRING FAMILY
GO
PREPARING
RESIDENCE PERMITINFORMATION
SEND/RECEIVE MONEY
STUDY
For every step we took into consideration needs and intentions that our personas might
have
21
USER’S A
NA
LYSIS
PROBLEMATIC AREASWe identified the problems for every touchpoint and finally discussed the ones that could become interesting areas of improvement
Agencies can be very costy
PREPARATIO
NASK
ING
FOR H
ELP
OBT
AIN
THE V
ISA
ACCO-
MO
DATION
LOO
KING
FOR A
JOB
SETT
LE D
OW
NBE
ING
INFO
RMED
OBT
AIN
R.P. IN
FO
LEARNIN
G
ITALIA
N
INTE
GRATE
AG
ENC
YEM
BASS
Y
ASS
OC
IATI
ON
ASS
OC
IATI
ON
ASS
OC
IATI
ON
AG
ENC
Y
UN
IVER
SITY
CO
MPA
NY
SCH
OO
L
JOB
CO
MM
UN
ITY
MU
NIC
IPA
LITY
EMBA
SSY
POLI
CE
ASS
OC
IATI
ON
SIG
NS
INFO
EN
G
FINAL P
LANS
OW
N
BUSIN
ESS
BRIN
G FA
MILY
INPS
& IN
AIL
AG
ENC
Y
TAX
OFF
ICE
ASS
OC
IATI
ON
EMBA
SSY
Embassies makes getting a visa
harder
Bring here the rest of the family is important but
ignored
All the existing solution provided aren’t functional
The job opportuni-ties are always the
same
Intergration doesn’t really exist
No help by yhe indian association
Neverending waitsat the embassy and rude treat-ment by police
Lake of translated signs and of info written in indian
dialects
It’s difficult to findsupport and help
to open a business
22
USE
R’S
AN
ALY
SIS
WHERE WE CAN ACT
Agencies can be very costy
PREPARATIO
NASK
ING
FOR H
ELP
LOO
KING
FOR A
JOB
SETT
LE D
OW
NO
BTAIN
R.P. IN
FO
INTE
GRATE
EMBA
SSY
ASS
OC
IATI
ON
CO
MPA
NY
SCH
OO
L
JOB
CO
MM
UN
ITY
EMBA
SSY
POLI
CE
ASS
OC
IATI
ON
FINAL P
LANS
OW
N
BUSIN
ESS
BRIN
G FA
MILY
INPS
& IN
AIL
AG
ENC
Y
TAX
OFF
ICE
ASS
OC
IATI
ON
EMBA
SSY Bring here the
rest of the family is important but
ignored
The job opportuni-ties are always the
same
Integration doesn’t really exist
Neverending waitsat the embassy and rude treat-ment by police
It’s difficult to findsupport and help
to open a business
AG
ENC
Y
HELPING WITH THE VISA
PROVIDING ACCOMODATION
FINDING A JOB
TEACHING ITALIAN
INFORMING PEOPLE
FACILITATING THE SYSTEM
SCENARIO BUILDING
25
SCENARIO BUILDINGTOPIC: GETTING INFORMATIONS
INFO
physical
virtual
Alone With an italian
LOW COST
SERVICESI.T.CALLHOME
MACONDO
WWWHOW ITALIANSOCIETYWORKS
ASKIN’TO
PEOPLE
STARTERKIT
SHOPPINGPARTNERS
CITYBUDDY
SCEN
ARIO
26
www.citybuddy.it
WHERE:IN THE STREETS
ITALIAN HELPING INDIANS
HELP AND GAIN POINTS
ACTORS:
MOTIVATIONS:ITALIANS
INDIANS
Paper InfoInternet web sitewith all the infos
CITY BUDDY
BE HELPED; SOCIALIZE; BECOME A CITY BUDDY,TOO
Smartphoneapplication
Tools
CITYBUDDY
SCEN
ARI
O
27
SCEN
ARIO
www.timetoland.itSTARTER KIT
travel kitGuide at the airport withthe steps to follow for
Internet web siteA book of informa on at tourist info points. MP3 tracks
WHERE:ON LINE
PUNJAB EXPRESS FORINDIANS
HELP AND ADVERTISING
ACTORS:
MOTIVATIONS:PUNJAB EXP
INDIANSBE HELPED;
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SCENARIO BUILDINGTOPIC: DON’T FEEL AT HOME
FOOD&
CULTURE
of Italy
of India
Alone Group
SWAP
WWW
FEEDAN
ITALIAN
FROM INDIAN
TO INDIA
DINNERSURFING
WWW
PICNIC
FEEDAN
INDIAN
CULTURALEVENT
CASAINDIA
EXCH.OF FOOD
SCEN
ARI
O
29
www.cameradicommercioindiana.itCASA INDIA
WHERE:CASA INDIA’s PLACE
INDIAN TEACHERS
HAVE HELP AND SUPPORT
ACTORS:
MOTIVATIONS:ITALIANS
INDIANS
Paper InfoInternet web sitewith all the infos
SOCIALIZE; TEACH TO ITALIAN THEIR CULTURE
A Place wheremeet and work
Tools
SCEN
ARIO
30
www.tastin.itTASTIN’ IT
Internet web site ToolsPaper Info
WHERE:IN A BAR/ ON THE WEB
ITALO-INDIAN SWAP
SOCIALIZE, HAVE READY FOOD, KNOW INDIAN CULTURE
ACTORS:
MOTIVATIONS:ITALIANS
INDIANSBE HELPED; SOCIALIZE; KNOW ITALIAN CULTURE
SCEN
ARI
O
31
SCENARIOS EVALUATION CHART
CASA INDIA TASTIN-ITSTARTER KITCITY BUDDY
DISCOVER ITA
HELP INDIAN
HELP ITALIAN
SPONSOR
PARTICIPATION
EASY TO SET
INFOINFO
INTEGRATION
SCEN
ARIO
32
SCEN
ARI
O
CONCEPT: SCENARIO SELECTED
TASTIN-ITCITY BUDDY
BE HELPED BY ITALIAN PEOPLE
SHARE KNOWLEDGE
FOOD FOR UNDERSTAND A CULTURE
SOFT INTEGRATION
DINNER WITH BUDDIES
SPEND TIME WITH STRANGERS
HELP PEOPLE AS YOU CAN
CREATE A COMMUNITYSPEAK ABOUT PROBLEMS
FEEL AS WITH FRIENDS USE FOOD AS A CHANNEL
SOMEBODY CAN UNDERSTAND
FIND A PLACE WHERE TO GO
33
SCEN
ARIO
www.dinnerwithbuddies.itDINNER WITH BUDDIES
WHERE:CASA DELLE CULTURE
ITALIAN VOLUNTEERSAND INDIAN IMMIGRATES
SOCIALIZE, USE OWNKNOWLEDGE FOR HELP
ACTORS:
MOTIVATIONS:ITALIANS
INDIANS
Paper Info Internet web sitewith all the infos
BE HELPED; SOCIALIZE;SOLVE PROBLEMS ORFIND A WAY TO REACHTHEIR AIMS
GadgetsA Place where
meet and receive helpPhone
Info
34
MOTIVATIONS
WHY THIS SCENARIO?MOTIVATIONS
REALLY FEASIBLE
REAL INTEGRATION
REAL
UNIFY PEOPLE
UNIFY RESOURCES
UNIFY
REALLY HELPFUL
CREATE A NETWORK
SCEN
ARI
O
STAKEHOLDERS
37
STAK
EHO
LDERSACTOR’S MAP
CLIENTSPONSOR
give spaces for the promotion of the service
promotes inside the service
volunteeersfor the event
volunteeersfor the event
volunteeersand funds for
the place
Provinciadi Milano
CHARTER MEMBER
& SPONSOR
PARTNER
AssociazioneMacondo
PARTNER
Nand KumarAssociation
PunjabExpress
Stranieriin Italia
CHARTER MEMBER
& PROMOTER
CHARTER MEMBER
& PARTNER
CentroCOME
ingredientsand food
promotesand finances
38
CLIENT
PROVINCIA DI MILANOThe Province of Milan wanted to fill a gap that separates it from the great cities of Europe: the lack of suitable sites to accom-pany the cultural changes of our society over the last twenty years, giving a sign of openness and modernity not only proclai-med. This is how The House was born, a project to create a space for people of different nationalities and also a way to prepare Milan to the Expo 2015.
CHARTER MEMBERS
FARSI PROSSIMOAn Onlus Social Cooperative promoted by Caritas Ambrosiana Foundation with the aim of develo-ping and managing social and health services. They help immi-grants coming here to find new possibilities, since arriving at the Italian frontier (counters at Malpen-sa Airport and at Municipality of Milan), until the final integration, through a network of interrelated services: first assistance, legal guidance and social support.
CENTRO COMEThe Centro COME is a depart-ment of the Social Cooperative Farsi Prossimo, operating since 1994 to promote social inclusion, cultural and individual well-being of children and young foreign immigrants in Italy. They protect vulnerable situations through attention, care and respect to the history of each person.
The House of World Cultures, opened January 17th 2009, is the first cultural center of Milan and its provin-ce, a place dedicated to meeting, discussion, com-parison, artistic activity and creativity of immigrants in Milan, commissioned by the Province of Milan in colla-boration with Centro Come of the Farsi Prossimo Coo-perative. It provides exhibitions, festivals and meetings dedica-ted to the many cultures that now inhabit the metro-politan area of Milan. The House is a model of cultural action not yet tried in a city of immigrants that lack of projects and places to make the cultural integration of foreign citizens possible. It gives room for questions of cultural interaction offering the opportunity to search for new forms of community life as well as retraining of spaces.Cultures are traditions, costumes, creativity, ideas, that’s why The House of World Cultures is a meeting point for people, their desire to stay together and exchange experiences. A place to interact without boundaries or prejudices, where everyone can get in the game and experience the coexistence and integration in a climate of reciprocity and exchange.
TARGETPublic and private cultural institutions Operators of our territory municipalities Farmers associations and voluntary Immigrants from different nationalitiesMedia All citizens, Italians and foreigners, concerned with issues of coexistence and dialogue
STA
KEH
OLD
ERS
39
STAK
EHO
LDERS
SPACESThe place and its areas are designed to facilitate meetings and dialogue by providing spaces for con-versation and conviviality, as well as a cafe - bar for a moment of rest and a little trip through the flavors of the world. With a documentation center on themes of integration and immigration that will grow gradually through referrals and ideas, and a 100-seat audito-rium for conferences, seminars, debates, training courses, screenings, workshops for adults and children, on integration and intercultural issues.Finally the House of World Cultures also has a dedica-ted area for small exhibitions.
PRODUCTSAll products offered come from the Fair Trade, CTM Altro Mercato and Libero Mondo, pursuing the idea of a trade that deals with producers of the North and the South equally. You can find foods from all over the world, but also many Italian products such as the historic Pedavena beer, produced in Belluno and kept alive through the efforts of its producers.
EVENTSFriday evening: a cocktail of traditionColors and spicy aromas that evoke the flavor of a tradition are accompanied by the musical improvisa-tions of the customers. Join The House on Friday means taste each time a different dish, accompanied by Raffaele Nobile’s stories of the Lombard tradition or listening to African stories sung by Ablo. The aperitivo is also an opportunity for groups and associations to live the public space of their neighborhood in a new way. Tasting for the mindAn evening dedicated to regional dishes made with organic products from the world of small producers in Northern Italy, invited to tell their tasting experience. The scent of warm homemade bread, the aromas of spices mixed with wisdom, the taste of organically grown products tell of distant lands and people nearby.
40
The House of World Cultures embraces perfectly the concept of our project. Our purpose is to create a service through which Indian immi-grants can find help directly from other people, having in hand Italian volunteers’ competencies, in a familiar and quiet place.The House is the ideal situation: born to be a meeting point for different cultures and to help integration in the Milanese territory. Promoted by the Province of Milan and others important orga-nizations interested in the foreigners’ integration, the House is already close to the immigrants situation and facilitates the cultural interchange, but it has no contact yet with the Indian Commu-nity and doesn’t give out-and-out consultancies to address people, even if the founders try to provide this kind of service in other ways.However try to make easier the inclusion of immi-grants just from a cultural point of view can be interesting but a little superficial or insubstantial. Our aim is to keep this important cultural and traditional aspect, respecting human interchan-ge in a challenging way, but also to enrich it with real support against real life obstacles; the House would become an active point for full integration helping immigrants not just understanding our country or solving simple problems, but really giving them the right information and support to see what are their possibilities and choices in the Lombard territory, giving them the right tools to carry out their plans.Indian people in Italy are usually hard workers with wonderful cultures and traditions, they are a resource for Milan and the House, through our project, should become a resource for them too.
REASONS FOR THE CHOICE
familiar and quiet place
HOUSE
MEETING POINT
foreigners’ integration
ADDRESS PEOPLE
STA
KEH
OLD
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41
STAK
EHO
LDERS
PARTNERSMACONDOMacondo Association offers free legal assistance to all non-EU citizens who are in trouble with the bureaucracy or the Italian courts. The service is provi-ded by law students and professional volunteers that for over three years have been dealing with immigration issues about civil, administrative or criminal law.The Association promotes collabora-tion with other realities of the territory for problems not just strictly legal. That’s why we are proposing it as a possible partner for legal assistance inside our project.
NAND KUMAR ASSOCIATIONFounded by an Indian businessman living in Italy since a long time, the asso-ciation is an Indian community organi-zation that keeps connected the diffe-rent Indian Communities in the Lom-bard territory and provides information to people promoting the Indian culture. Besides it holds many events open to the public, including religious events, dance competitions, expo's, concerts, village functions and many other things.
42
PARTNERS
PUNJAB EXPRESSPunjab Express is a magazine for Indian people published by Indian Media Group Pty Ltd from the 2004 and leader in the Indian media scene. It’s availa-ble on line or printed by Stanieri in Italia to keep informed the Indians living here also about Italian issues. We suggest it as a partner to promote the event because of its popularity among immi-grants and the possibility to reach the Community in a capillary way.
STRANIERI IN ITALIAFounded in 2000 and with half a million readers, Stranieri in Italia is the publi-shing company specialized in products and publishing services for foreigners living in Italy. The first step was the site www.stranieriinitalia.it to bridge the gap of information on immigration for the foreigners staying in Italy. Later on was the creation of publications in foreign languages, with the intent to create channels capable of filling the lack of communication and meeting the new immigrant communities in Italy.
STA
KEH
OLD
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43
STAK
EHO
LDERS
Coop, which stands for Consumer Cooperatives, is a mark managing a network of supermarkets , hypermar-kets and discount stores. The main purpose of consumer cooperatives is to purchase and sell quality goods at attractive prices to their members and, more generally, to consumers: the protection of purchasing power and food security are among the main objectives in Coop, especially the battle in favor of organic food. Coop is involved in projects about the conscious consume and provides consumers with products coming from the Fair Trade, with the specific brand Coop Solidal. Coop is close to the customers and often involved in social aids for needy people, besides it’s already a partner of The House, providing it with its products. For this reasons we think could be the ideal sponsor for Dinner with Buddies project.
Some Coop Product Families
44
STA
KEH
OLD
ERS
MEDIAS
FOODPROVIDER
FOODPROVIDER
MEALPRODUCER
MEALPRODUCER
MEDIAS
PRINTMAKER
PRINTMAKER
FURNITUREPRODUCER
FORNITUREPRODUCER
THE HOUSE
THE HOUSE
MOTIVATION MATRIX
GIVES TO...
enrich their service relating to the social field
new collaborative possibilities
brand identityenter upper level of product presentation
new material and graphic experticesocial design competences
different food presentationbrand identity
process collaborationgraphic expertise
enlarge the networkfind new selling possibilities
food processingexpertisecateringmanagementexpertise
brand identitynew business partner and distribution channel
enter a different business field and collect new contacts
enter a different business field collect new contacts
enlarge the networkdevelop new social aid competences
new sponsors and business partnerssocial aid expertise
selling channelFair Trade productsnew food solutions
differentiated expertises and better fit of specialcustomer’s needs
new channel distribution
expertise in cateringnew space managementupper service offer
create a networkenlarge the communitynew sponsors
find new space solutions and service presentation
provideconvenient mealsfor a differentcontext of social assistance
new food presentationspace menagement
furniture market expertisenew sponsors possibilities
different food processingnew food solutions and dedicated recipes
brand identityFair Trade productsnew food solutions
brand identityfood market expertise
food preparation expertise
enter an upper scale business find new partnersbrand identity
enter an upper scale business social assistance expertise
find alternative targets
new materials and process accessfurniture market expertise
brand identity
design of new space solutionsfor dinamic experience
new business area: personalized products
new tools forenhance the valueof offering social service
input for additional graphic proposalsnew process access
social design competencesmaterials and process expertise
45
STAK
EHO
LDERS
We don’t have direct competitors providing the same kind of service. There are Indian Cultural Associations that keep alive and share the Indian traditions here; one is Hare Krishna, a cultural association and Indian restaurant near the Duomo founded by an Indian Guru as a religious and spiritual center. Apart from Indian food and the organization of some events, this center is particularly interested in charitable initiatives towards India, helping needy people with food, money and adoptions. Whereas the Indian Malayalee cultural Association of Milan (IMCAM) is a cultural organization started in 1990 by the Indian community in Milan to preserve their cultural heritage, to promote and organize Mala-yalee social and cultural events, to help and advice newly arrived Malayalee on their neces-sary documents for residence and carrier guidance.Very important is the “canteen” by Opera San Francesco, a place where poor, immigrants, elderly and pensioners in difficulty can find a comfort for body and spirit, and a free consultan-cy for their problems.A farther competitor that we need to consider is the spread of information by word of mouth, the more effective but also selective way to get infor-mation from other people, usually Indians living here for a while that can help newly arrived understanding how to move, but they can be inaccurate or even wrong. Finally internet can also be the source for every kind of information, but also in this case, without an accurate and trusty service, there’s no assurance about the reliability of the advices.
EXISTING COMPETING PSS
At the top: cultural event held by indian immigrants. At right: internet can be a great source of informa-tion, but not always reliable. At the bottom: Bhaktivedanta Swami Prabhupada, fouder of Hare Krishna Internation Association
At the top: indian shopkeeper, a god way to have information is asking, but not always you got the right answer.At left: the Opera San Francesco providing food and help for everyone that needs them
46
POSITIONING
SWOT ANALYSIS
co
mp
ete
ncie
experiencepassive
dialogue or short
participation
active dialogue and
complete participation
meeting point for cultural integration
consultancy point for full integration
dinnerwithbuddies
OpportunitiesStrenghts
ThreatsWeakness
Adapt the system for all immigrantsInclude the Indians that recieved assistance as volunteers in the service enlarging itPropose workshops with the active participation of the Indians that recieved assistance in order to help and share with more peopleEnlarge the community
There are no other services or assistance points for Indians in MilanPartners and promoters have a powerful info networkThe user can plan the dinner even before arriving in ItalyThe user receives assistance through human contact and personal consultancyThe user has a reference volunteer if he/she need further assistance
Logistic problems: the event depends enterely on the volunteers, a system made of people can be unpredictableNeed to establish links with the Indian Community that don’t exist alreadyLimited number of partecipants
People don’t understand completely the service, using it improperlyIndian people aren’t open enough to participate or don’t trust the serviceNot enough volunteers to star the project
STA
KEH
OLD
ERS
PRODUCT SERVICE SYSTEM
49
PRODUCT SERVICE SYSTEM
dinnerwithbuddies
PSS
Dinner with Buddies is a service available in Milan for Indian Immigrants that are just arrived or that are here since a while. The objective of the service is to let them meet people with different competencies who live in Milan and can help them through a free consultancy. The volunteers will address the newcomers according on what are their plans here (job, study, family, dreams..) or which problems they need to solve.Through an informal italo-indian dinner they’ll be able to discuss and share their situations, surrounded by a familiar atmosphere and meeting other Indians just arrived.The dinner takes place once a week at the Casa delle Culture del Mondo (The House of World Cultures) in Milan. The Indians have the possibility to choose the date they prefer and book it using the calendar available on the website, even before arriving in Italy, in order to be prepared once here. They’ll be able to see which volunteers will be present and choose the dinner whit the volunteers showing the competencies they think may help or address them properly. Sending the booking request they will already explain their
needs and pay on line the cost of the dinner, lower than usually thanks to the sponsorship of Coop that will provide the food and ingre-dients for the event (official sponsor). Instead the participation for the volunteers is free (paid by the partners and members of the project).The event is open also to external people that want to get in touch with the service, enter in it as volunteers or enjoy a different dinner. Guests will pay the full cost of the din-ner.The dinner will be a buffet with the possibility for the participants to walk around, converse and meet new people in a familiar way, fin-ding a new community, or seat down and have conversation with one or more volun-teers. Food will be divided among tables helping the distribution of people that can stand or seat enjoying the dinner quietly. Volunteers will be able to give their contact (business card) to the Indians they’re talking or giving advises to, in order to be available after the event helping the Indian people if they need further information or assigning another volunteer able to help them.
50
PRODUCT SERVICE SYSTEM
dinnerwithbuddies
CentroCome
FarsiProssimo
Provinciadi Milano
CLIENT CHARTER MEMBERS
AssociazioneMacondo
PARTNER
Dinner Place Stranieriin Italia
PARTNER
Nand KumarAssociation
PARTNERPARTNER
PunjabExpress
TOUCHPOINTS
SPONSOR
VolunteersIndians
DISCOVER THE SERVICE THROUGH
health education legal
economics social cultural
GO TO
Website
Counter ServiceProvinceoffices Official website
PSS
51
PSSDINNER SYSTEM
Indian
dinnerwithbuddies
BusinessCard
PROBLEM SOLVED
PROBLEM SOLVED
OR
BEC
OM
E
IndianVolunteerGuests
ReferenceVolunteer
not compulsory
alternative
LEGEND
52
PSS
LOG
OLOGO: DESCRIPTION
dinnerwithbuddies
The logo is based on the concept of the dinner with friends. It represent abstractally a dinner in which every member is connected. They are connected to help a friend like a real friend does: listening and giving advises in a warm atmosphere. Every color represent one category of the service-system.
COLOR MINIMUM DIMENSION
Gray 80%C:0 M:0 Y:0 K:80
OrangeC:0 M:35 Y:85 K:0
GreenC:50 M:0 Y:100 K:0
BlueC:85 M:50 Y:0 K:0
PurpleC:75 M:100 Y:0 K:0
PinkC:0 M:95 Y:20 K:0
RedC:0 M:95 Y:20 K:0
dinnerwithbuddies
Font: Century Gothic
LOGO VARIABLES
Gray Scale Logo Color Scale Logo
dinnerwithbuddies
B/N Logo
dinnerwithbuddies
dinnerwithbuddies
With Gray Background
dinnerwithbuddies
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LOG
OLOGO: DESCRIPTION
dinnerwithbuddies
The logo is based on the concept of the dinner with friends. It represent abstractally a dinner in which every member is connected. They are connected to help a friend like a real friend does: listening and giving advises in a warm atmosphere. Every color represent one category of the service-system.
COLOR MINIMUM DIMENSION
Gray 80%C:0 M:0 Y:0 K:80
OrangeC:0 M:35 Y:85 K:0
GreenC:50 M:0 Y:100 K:0
BlueC:85 M:50 Y:0 K:0
PurpleC:75 M:100 Y:0 K:0
PinkC:0 M:95 Y:20 K:0
RedC:0 M:95 Y:20 K:0
dinnerwithbuddies
Font: Century Gothic
LOGO VARIABLES
Gray Scale Logo Color Scale Logo
dinnerwithbuddies
B/N Logo
dinnerwithbuddies
dinnerwithbuddies
With Gray Background
dinnerwithbuddies
PSSSECONDARY MARKS
Areas
The secondary Marks helps the logo to transmite the complete mes-sage throught the corporate identity.
The logo is composed by 6 silhouettes each of them represent an area of the system through the color. They can be used as secondary mark to guide people throught the service.
ConectionsAnother secondary mark is formed by the plate of the logo and lines that link this plates like steps that the user can follow. In that way the marks will guide the user through the system.
PatternThe logo can be used also as pattern using it at 10% of opacity. Crea-ting an abstracted kind of indian pattern.
health education legal economics social cultural
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LOG
O
TOUCHPOINTSThe touchpoints through which the users can discover the service are different, from simple banners and links on the partners websites (Punjab Express, Stranieri in Italia, Provincia di Milano, Centro Come, Coop, Associazione Macondo, Farsi Prossimo) to articles or “pass the word” (inside the Indian Community) that help promoting the event. The main way to get in touch with Dinner with Buddies, obtain full information and use it is by the Counters Service of Farsi Prossimo, located at the Malpensa airport and at the Municipality of Milan, where people can talk directly with a volunteer, the Casa delle Culture del Mondo and the toll-free number, the official webpage of the event that allows customers to use the service and book the dinner, and finally bags, stickers, posters and brochure that shows the event and promote it.All the touchpoints together provide the user with full information - written or by mouth - the possibility to book and use the service and to indirectly promote it to friends, acquaintances and people in general.
Brochure
TOUCHPOINTS
Stranieriin Italia
FarsiProssimo
Nand KumarAssociation CoopCentro
ComePunjabExpress
MAIN TOUCHPOINTS
La Casadelle culture del mondo
Dinner withBuddies
Farsi Prossimo Counters Service Bag Stickers
AssociazioneMacondo
Brochure
Provinciadi Milano
PSS
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TOU
CH
POIN
TS
WEBSITE
The website is a platform of information and is the way to register to the dinners and pay it in advance. Also you can manage your dates and have access to the volunteers general info.3
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WEBSITETOU
CH
POIN
TS
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WEBSITE: STORIES
COMMUNICATION: STICKERS
Legal advice? Visit us!
TOU
CH
POIN
TS
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COMMUNICATION: WEBSITE’S BANNERS (www.ecoop.it)
COMMUNICATION: WEBSITE’S BANNERS(www.centrocome.it)
dinnerwithbuddies
Let’s talk about your dreams
dinnerwithbuddies
Let’s talk about your dreams
ZOO
M
dinnerwithbuddies
dinnerwithbuddiesZO
OM
COMMUNICATION: BUSINESS CARDS
dinnerwithbuddies
800. 2 8 3 3 4 3BUDDIE
buddie’s name
contact
toll free number
dinnerwith
buddies
800. 2 8 3 3 4 3BUDDIE
buddie’s name
contact
health
toll free number
dinnerwithbuddies
800. 2 8 3 3 4 3BUDDIE
toll free number
buddie’s name
contact
cultural
TOU
CH
POIN
TS
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ADVERTISING AT AIRPORT
dinnerwithbuddies
WELCOMES YOU!Let your mark!
Talk us about your dreams!
800. 2 8 3 3 4 3BUDDIEfree number
It’s a poster with a interchangeable piece cover with termocromatic ink. This piece can be also used like decoration or for a future exposition at the Casa delle Culture del Mondo.
TOU
CH
POIN
TS
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BAGIf you’re new arrived in town we’ll give you the welcome with this bag. If is not your case, it doesn’t matter, we want you make you know you’re welcome always.TO
UC
HPO
INTS
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STREET ADVERTISINGIn order to have more participation from the general public and spread the events in Casa delle Culture del Mondo. We did this street advetising with aim in italian public.
TOU
CH
POIN
TS
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TABLES
Through the tables and chair we wanted to create a more relaxing experience. The user can sit whatever he wants and the modular design of the table allows to made many configurations.
In every table will be food, in that way they can interact between tables.
TOU
CH
POIN
TS
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TABLE
TOU
CH
POIN
TS
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INTERIORIn Casa delle Culture del Mondo they already have a space dedicate to dinners and another events. We took this space and through furniture change it into a free space where the buddies can talk, eat and spend time.
TOU
CH
POIN
TS
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INTERIOR
TOU
CH
POIN
TS
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CUSTOMER’S SYSTEM
WEBSITEGOES TO
dinnerwithbuddies
CoordinatorBOOKING
CONFIRMATION
ADVANCE PAYMENTON-LINE
NEWINVITATION
REPAYMENTOR CHANGINGDINNER DATE
NOREPAYMENT
PAYMENTAT DINNER
WaitingList
Indian
OtherIndian
Indian
Category
Dinners’ Calendar
Volunteers’Profile
1 WEEK BEFORE
ANSWERS
NO ANSWERS
NOT GOINGGOING
GOINGNOT GOING
Indian
Indian
LEGENDalternative
not compulsory
Indian
TOUCHPOINTS
Stranieriin Italia
Provinciadi Milano
FarsiProssimo
KumarAssociation
La Casa delle culture del mondo
PunjabExpress
DISCOVERS THE SERVICE THROUGH
Send BookingRequest
OR
DINNERREMINDER OR
Register
DISCOVER
BOOKING
SOLVE THE PROBLEM
EXPLAIN THEIR NEEDS
SEARCH INFO
IndianReferenceVolunteer
PSS
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PSS
VOLUNTEERS’ SYSTEM
CHARTER MEMBERSENTERS THE PROGRAM
FarsiProssimo
CentroCome
dinnerwithbuddies
WEBSITEGOES TO
Coordinator
Volunteer
OtherVolunteer
CANCEL GOING
Volunteer
Dinners’ Calendar
ChoosingDate
Register
SettledDate
GOING
DISCOVER
SEARCH INFO
LISTENING PEOPLE
ORGANIZE
SOLVE PROBLEM
Indiannot compulsory
alternative
LEGEND
ReferenceVolunteer
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GUESTS’ SYSTEM
Friends
dinnerwithbuddies
TELLSFRIENDS
Guest
LEGEND
alternative
LIKESIT
WEBSITEGOES TO
GetInformation
DISCOVERS THE EVENT THROUGH
GO BACK TOGETHER
BECOMES
Volunteer
TOUCHPOINTS
Stranieriin Italia
KumarAssociation
La Casa delle culture del mondo
PunjabExpress
Provinciadi Milano
FarsiProssimo
PSS
PSS
USER’S PERSPECTIVE
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PERSONAS
THE WILLING He wants to open an own business
THE SEEKERRAJ, male, 40-50 years oldHindu
MISHIKA,female, 23 years oldSikh
She wants to discover job opportunities
STAGIST
EMPLOYEE
He doesn’t have time to go for agencies because
he works all day long.He is a really serious person really focused on
realize his plan.He knows that it will be a long path but he will
never give up!
She is trying to become a really capable person, she is very open-minded and she loves the western lifesty-le.She is trying to find the right field to work in so she is trying to understand the italian work dynamics.
USER’S PERSPEC
TIVE
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PERSONAS
She is italian born and she chose to study law because of her strong social behaviour.She is interested in helping people because she believes that everybod must have the same opportunities.So she tryes to do everything she can.
He worked as farmer in Punjab and he knows that his capalities are really reque-sted in the north of Italy. But he doesn’t want to live as an illegal immigrant so he is trying to face the problem.
PAOLA, female, 35 years old
LAWYER
FARMER
GIANNI,male, 29 years oldSikh
THE ACTIVE She use her skills to support people
THE HARDWORKER She use her skills to support people
USE
R’S
PERS
PEC
TIV
E
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CUSTOMER JOURNEY
MAIN USER INTENTIONS/ ACTIONS
TOUCHPOINTS SEARCH INFO DISCOVER BOOKINGSOLVE
THE PROBLEMEXPLAIN
THEIR NEEDS
La Casa delle culture del mondo
PunjabExpress
Stranieriin Italia
Nand Kumar
Provinciadi Milano
FarsiProssimo
Farsi Prossimo Counter
Farsi Prossimo Counter
THE WILLING
THE HARDWORKER
THE SEEKER
USER’S PERSPEC
TIVE
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CUSTOMER JOURNEY VOLUNTEER
MAIN USER INTENTIONS/ ACTIONS
TOUCHPOINTS SEARCH INFODISCOVER ORGANIZESOLVE
THE PROBLEMLISTENING
PEOPLE NEEDS
La Casadelle culture del mondo
Provinciadi Milano
FarsiProssimo
Farsi Prossimo Counter Service
THE ACTIVE
USE
R’S
PERS
PEC
TIV
E
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STORYBOARD
I want to open my own businessbut I don’t know what I have to do...maybe I need someone that
explains me the praxis before
going to the offices..
What should I do?
1 Raj has new plans in his life. He saved money and after a long time he would like to open his own business.
2 He is part of the Indian Association. Therefore he calls them for getting information about. The Indian Association talks him about dinner with buddies
3 Raj goes to the Farsi Prossimo’s counter at Provincia di Milano for getting information about Dinner with Buddies.
4 After receiving all the information from the coun-ter. Raj goes to the website to request his appo-intment in base of his free time and the volun-teers availables. Later he receives the confirma-tion for the appointment on the day request.
USER’S PERSPEC
TIVE
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STORYBOARD
5 At the day of his Dinner with Buddies, Raj is pun-tual at Casa delle Culture del Mondo
6 He meets another Indians, whom like him wants to talk about their dreams and plans. All toge-ther, Indians and volunteers have dinner, speak and help each others. After the dinner, Raj recei-ves a business card from a buddie, who can contact if he needs more help.
7 Raj follows the advises of the buddies and follow his path to set his new business
8 He continues with all the bureaucratic paper work for getting permision for his new business.
USE
R’S
PERS
PEC
TIV
E
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STORYBOARD
9 Tomasso, Raj’s buddie, receives a call from him to say that everything is going well and that he really appreciate their help.
10 Raj decides to thanks in a public way to Tomasso and another buddies in dinner making a comment on the website.
USER’S PERSPEC
TIVE
SCENARIO ALTERNATIVES
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WORKSHOP-ITDescription:
As it happens in many countries the idea is to propose a workshop to stimulate the newly arrived to solve their problem in team: conceptualizing in the way to become more self-sufficents.
How is possible:
The creation of diffe-rent workshops is possi-ble with the collabora-tion of the previously arrived indians. They can give to their com-patriots more effective suggestions and can stimulate their parteci-pation.
Stakeholders:
This can be a great opportunity for com-panies that need new employees to create a network for hiring more awared persons.
S. ALTERN
ATIV
ES
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FIRST IMPRESSION
Description:
Never happened to don’t feel at home?Did you think to be the only one to live the experience of being alone in a new country?.How do you feel if you discover to be in company?
How is possible:
The first place that a person see when he land is the airport. The idea is to create a connection between immigrant trough a panel that collect all the imprint of their hands.
Stakeholders:
NEWCO PRINTING INK, producer of thermo-cromatics ink and VODAFONE.
S. A
LTER
NA
TIV
ES
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ETHNI-CITY
Description:
A dinner dedicated to the general problem that all the immegrants have to face since the first moment they are in Italy.The important thing is to remember that immigra-tion is a hard path for everybody.
How is possible:
Dinner with buddies is an open system, it can be used for different aims. It can be copied in order to use the same process to create a dinner not just for indians but for all the ethnic groups.
Stakeholders:
With the support of coop and of all the singular association and organi-zation dedicated to the different nationalities it can be done.
S. ALTERN
ATIV
ES
VALUES AND BENEFITS
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VALUES AND BENEFITS FOR USER
know better howto realize their plans
know a new colture
Use her competenciesand train
enrich herexperience
don’t feel lost when just arrived
possibility to help friendsand family using
the program
have a trusty service evoiding frauds
know other Indiansand socialize
have someonegranting them time
to listen and understandtheir intentions
get the right informationto make a choice
BENEFITS
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BEN
EFIT
S
VALUES AND BENEFITS FOR OTHER STAKEHOLDERS
enlarge the community
reach new users
continuous advertisementof its brand in different
parts of the city
have immigrant more aware oftheir possibilities and choices in Milan
more integration
gain importanceand become an active
center for integration
create rich interchangeswith the Indian Community
create new links and partnerships
