service design for social innovation: the promotion of active aging in rio de janeiro - cipolla,...

ServiceDesignforSocialInnovationpromotionofactiveaginginRiodeJaneiro

CarlaCipolla,

MaíraPrestesJoly,

BeatrizWatanabe,

FernandaZanela,MárciaTavares

Rio de Janeiro Federal University COPPE

Rio DESIS

www.transitsocialinnovation.eu

Framework1AginginBrazilandnewdemands


Where:AginginBrazil

Thecombinationofthesharpreductioninfertilityandmortalitylevelsgeneratedchangesintheagepro9ileofthepopulation,especiallyinthemid80.Alsoinrelationtomortality,theaverageBrazilianlife,whichin1940evenreached50yearsofage,brokethroughtheborder70yearsbytheyear2000.Brazil,atypicalyoungcountrysofar,itisamongtheonesthataremostlyagingintheworld.


Where:AginginBrazil

BrazilIn2025,thecountrywillbethesixthintheworldinnumberofolderpeople(WorldHealthOrganization-2005)

RiodeJaneiroThestatewiththehighestpercentageofelderlypopulationinBrazil.Oneinsevenpeoplehasmorethan60yearsold

(Pnad,2009)


Where:AginginBrazil

ElderlyinBrazilstillcarrytheweightofthenegativestereotypeofwhatitistobeold:useless,ill,incompetent,unproductiveanddependent.Thesestereotypescanleadtoarejectionoftheeldersandsocialmarginalization.Lackof(innovative)servicesforthissegment.


Framework2Designperspectives


Focus1/DesignforSocialInnovation

Focus2/ServiceDesign


DesignforSocialinnovation

Designforsocialinnovationiswhateverdesigncandotostart,boost,support,strengthen,andreplicatesocialinnovation.(Manzini,2014,p.65)


Socialinnovation

Cajaiba-Santana(2014,p.44)statesthat“socialinnovationhasbeenfrequentlypresentedasanormativeinstrumentusedtoresolvesocialproblemsthroughthecreationofnewservicesandnewproducts”andunderlinesthat“thepathofsocialinnovationisnotasocialproblemtobesolved,butthesocialchangeitbringsabout.”


Servicescanbeunderstoodasbasedonnewrelationsamongactorstofostersocialchange

•  servicescanimproveinnovativecapacitiesofpeoplebythinkingofnewformsofsocialinteractions,partnershipsandvalueco-creation.

•  createnewoperatingmodelsbasedonactorsandtheirinterrelations

ServiceDesign(forSocialinnovation)


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)


Proposal(DESISLabinRio):promotingsocialchangebydesigntoimproveagingconditionsinBrazilHow:designingnewservicemodelstopromoteactiveaging


What:ActiveAging“Processofoptimizingopportunitiesforhealth,participationandsecurity,inordertoimprovethequalityoflifeaspeoplegetolder.”(WorldHealthOrganization,2005,p.13-18)


What:ActiveAging(4pillars)

Therearefourfundamentalprinciplesrelatedtothisconcept(OMS,2002apudKalache,2013,p.34-37):

Healthconsistsincreatinghealthsupportenvironmentsandencouraginghealthierindividualchoices.Thegoalistopromotewell-beingduringthewholelifecycleofapersonandalsotomaintaintheeldersabovethedisabilitythreshold(tokeepthemlivingindependently);




LifelongLearningworksasasupporttotheparticipationprinciple.Itaimstomaintaintheeldersactivelyparticipativeandconnectedtothesociety,maintainingabilitiesandknowledge.Notonlyitreferstoacademiclearningorformaltraining,butalsoitincludesanyformoflearning-rangingfromdailyandsimpleactivitiestomorecomplexones;




Participationitisbasedonpursuingopportunities,effortsandstimulustoremainactiveinsociety.Thegoalistoprovideagratifyingtransitiontoanewagestageandsociallife;




Securityitisabouttrustandprotectioninsofaraspeoplegetolder.Itseekstomaintaindignityandcareproviding,steadyhousing,good-qualityhealth,protectionagainstdamageand9inancialsecurity(speciallyforvulnerablepeopleduetosicknessordisability).


Designexploration:tocreatevisions/ideasonservicesforactiveaginginRio


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)


Conclusions


Conclusion(1)

Thebalancebetweenachangingagepro9ileanditsconsequentlyemergentdemandscreatedesignopportunities;Theuniversityactsasadrivingforceforsocialinnovation,enablingstudentstodesignproducts,servicesandpoliciesthatcontributetopromoteactiveaging;TheGoldenAgeserviceexpandsaccessofolderworkerstosigni9icantprofessionaloccupations.


Conclusion(2)

Maturijobsreinforcesthepossibilityofengagingsociety,companiesandthegovernmenttoanewsocietalpatternwhereseniorscanstillactivelycollaborate;GoldenAgeandMaturijobsdemonstratedthatdemandsforinnovativeservicesmodelsexist;Bothservicespromotesocialinnovation,becausetheyfacilitatenewconnectionsamongactors,basedontheirqualitiesassocialresources,creatingsolutionstothesocialchallengeofanagingsociety.


Nextsteps(anongoingproject)


New relations between guests and hosts (older people) to foster active aging in Rio de Janeiro

RioVividoproject


Thankyou!Questions?

Carla Cipolla – [email protected]

Maíra Prestes Joly – [email protected]


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