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3 Introduction 3 The MSDS method and the strategic analysis 5 The design briefs 18 The strategic analysis development 19 The results 21 Next steps

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1. INTRODUCTION

This report describe the strategic analysis carried out by the Politecnico di Milano team within the TANGO

(AH-DEsign)EU project.

The scope is to design innovative and sustainable product service systems to be implemented in different

districts of Milan within the Punto e Linea project to improve social inclusion and intergenerational dialogue

with a low environmental impact.

The strategic analysis has been carried out by Elisa Bacchetti, Alberto Fossati, Claudio Sarcì tutored by Carlo

Vezzoli.

The outcomes of this strategic analysis are used by the student of the course System Design for

Sustainability (Politecnico of Milano, School of design) that will develop eco-efficient product-service

systems to improve the social cohesion and intergenerational dialogue in four districts of Milan where the

Punto e Linea project has activated 4 project (HUB) of social cohesion. The most promising concepts will be

further developed (in higher details) and then transformed in the contents of the travelling exhibition to be

presented in Nantes (March 2013), in Milan (April 2013 during the Salone del Mobile) and in Helsinki (May-

June 2013).

2. THE MSDS METHOD AND THE STRATEGIC ANALYSIS

The strategic analysis, presented in the following pages, is one of the four stages of the Method for System

Design Sustainability (MSDS) elaborated within the LeNS EU funded project in particular by the research

unit Design and Innovation for Sustainability (DIS) of Politecnico di Milano (project coordinator). The

method is used to support the process product-service system design and to orient it toward sustainable

solutions. Thought modular it is structured in the following different stages:

-strategic analysis;

-exploring opportunities;

-designing system concepts;

-designing (and engineering) a system;

- communication.

Every stage and the entire method are flexible in order to be adapted to the specific needs of the

designers/companies and to different context’s conditions. The method is particularly flexible about:

procedural stages, tools to use, dimensions of sustainability (environmental, socio-ethical and economic),

and about the possibility to integrate other tools and activities.

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The strategic analysis being described is a part of the process, with the aim to obtain information necessary

to facilitate the sustainable ideas’ generation through different steps, tools and activities.

This document describe the specific strategic analysis, carried out by the Politecnico di Milano team to

design innovative and sustainable systems favouring intergenerational dialogue in the context of Milan, in

partnership with the Punto e Linea project already active in the Milanese area with similar aims, i.e. to

promote and improve social cohesion into four districts of the city. The Punto e Linea project is designed

and realized by Consorzio Sistema Imprese Sociali (SiS) and it is funded by Fondazione Cariplo.

To study the Punto e Linea project and context, have been followed all the analysis steps here reported:

-analysis the context of intervention and analysing the project proposers;

-analyse the context of reference;

-analyse the carrying structure of the system;

-analyse case of excellence;

-sustainability analisys and priorities definition.

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Here below a scheme that synthesise the activities (process and sub-process), the tools used and the

achieved results;

STRATEGIC ANALYSIS ACTIVITIES SUB ACTIVITIES RESULTS TOOLS A. Analysis of the promoters of the project and the definition of the intervention

- Define the scope of project intervention

- Specific document about the project brief

PowerPoint brief text

- Analysis of the characteristics of the promoters of the project

- Summary document with analysis of the promoters of the project - mission - role - weakness & strenght

- Word text - Video interview to

Punto & Linea proposer

B. Analysis of the reference context

- Analysis of the characteristics of the reference context

- Summary document with an introduction to the 4districts and where the hubs are

- District map (pdf) - Introduction video

about districts - Demographic district

data (pdf)

- Analysis of the production offer system (back office)/ existing enterprise

- Summary document with a description of the initiative / existing enterprise: - description of how the system

currently works - incubation process and

development - weakness, problems and possible

improvements

- Video interview to producers / promoters / hubbers

- Satisfaction offering diagram (PPT)

- System map (PPT)

- Analysis of final demand (users - front office) / existing enterprise

- Summary analysis document of the end user needs: - mapping of the types of users and

their expressed and hidden needs

Video interviews to end user

- Analysis of relevant stakeholders

- Summary document with analysis of the major stakeholders in the initiative

System map (PPT)

C. Sustainability analysis and prioritization of project intervention

- Analysis of existing initiative in terms of environmental, economic and social ethic sustainability

- Summary document with analysis of economic, social and environmental impact of the existing offer: - economic, environmental and social

ethic problems and critical issues

- SDO toolkit (criteria and checklist for the qualitative report of sustainability)

- Qualitative report of sustainability

- Defining priorities for action planning

- Definition for each sustainability dimension, the priorities for action planning

- SDO toolkit (criteria and priorities)

D. Best practices analysis

- Identification of best practicies

- Summary document of best practicies analysis : - composition of the offer and

interaction with the user - stakeholders that produce and

deliver the offer - sustainabilty topic

- Best practicies analysis report (word text)

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3. THE DESIGN BRIEFS

The strategic analysis has been carried out in relation to 4 briefs related to 4 different Punto e Linea Hubs1

located in different district of Milan.

The brief for the HUB BAGGIO is the following:

“Self-managed Web Radio”

Design a Product-Service System to transform the Web Radio which has been activated within the Punto e

Linea project into a self-financing service with a low environmental impact that focuses on promoting social

cohesion and dialogue between generations. WebRadio was created by the youngsters of the area and it's

already well-functioning and well-known in the area.It is also invited to the events as a reporter to broad

cast the novelties and provides opportunities for people of the district to have a program on the radio

channel.

The HUB BAGGIO EXISTING OFFER is the following:

The Web radio is located in the Olmi area, within the Baggio district of Milan. It is a place to record and

listen and to inform and share stories about the same district or other arguments available for all the

residents. Everyone is invited to participate proposing new programs, giving feedbacks and ideas or taking

part at the many different events. The Web radio offers different activities and approaches:

- courses to learn how to use the equipments and the free software used in the radio;

- school paths to learn about the radio and to understand the importance of the information related to

different topics;

- use the radio place to record your personal sound tracks that can be uploaded in the website of the radio.

The radio program’s topics are defined by the speakers in agreement with the proposers and they usually

cover different areas: district information, news from outside recorded by university students, or periodic

interviews to new bands or guests. The Web radio is also often an active part and promotes the local events:

through the direct participation and with the web based streaming of the program. These events are a good

opportunity for the Web radio, now well known into the district, to reinforce his role in the city and to

involve new speakers. The participants are globally twenty considering students and young people; more

challenging is to involve adults and elderly people

1 The hub represent the core of the project in each district

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OFFERING DIAGRAM OF HUB BAGGIO OFFER

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SYSTEM MAP OF HUB BAGGIO OFFER

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The brief for the HUB BARONA Is the following

Sustainable courses in the public school: design an innovative product-service system that uses the public

school of via Lope de Vega to improve social cohesion and intergenerational dialogue betweenthe

inhabitants(and "visitors") of the building and the attached area. The public school is located in the central

court yard of the self-managed public housing in the center of the Barona district of Milan. The system of the

product-service should be designed to self-sustain from the economic point of view even after the end of the

Punto e Linea project in a "useful sociability"manner (self-production laboratories, repair,...) and with a low

impact on the environment.

EXISTING OFFER OF THE HUB BARONA:

The Barona district is located in the south suburbs of Milan. It is a popular district with huge residential

buildings. One of these complexes is the Lope de Vega house that is the focus of the intervention of the

Punto e Linea project in the district, to improve the social cohesion between the residents and to revaluate

the place. The intervention proposes four courses with different topics to involve the inhabitants in creative

and useful activities.

Video: the aim of this initiative is to communicate the district (or other topics) through the point of view of

the people living there. Every recording phase is done with the participant’s phones except for the editing

that is realized with the help of a professional and using a common computer;

Cook: the aim of this course is to cook with everything giving people the possibility to save money and to

learn how to cook something unusual;

Makeup: the aim of the course is to learn how to make up in a professional way improving personal and

artistic skills of the participants;

Knitting: the aim of the course is to give some practical help for knitting in order to create a concrete

competence to be spent in everyday life or as a possibility for a future work. All the courses will be

organized inside of the popular school of Lope de Vega that is an available room inside the building and it is

now unused. The idea of using the popular school is to help the people to open the space and to encourage

them in being and taking part. An important aspect of the interventions is the collaboration with other

social initiatives already present in Lope de Vega. This integration can help to create more solid bases to

interact with the inhabitants and to promote a more complete path of social involvement.

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OFFERING DIAGRAM OF HUB BARONA OFFER

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SYSTEM MAP OF HUB BARONA OFFER

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The brief for the HUB GIAMBELLINO is the following:

“Sustainable Community garden” design a Product-Service System that allows the community garden in the

center of the Hub district of Milan Giambellino to self-sustain from the economic point of view even after

the end of the Punto e Linea project, becoming a driving force for improvements in social cohesion and

intergenerational dialogue for the neighborhood and helping in reduction environmental impact. The center

of the Giambellino Hub is a small house, situated in a public park within the neighborhood. Currently many

initiatives and events are being carried out. One of the activities is in fact linked to a community garden,

created around the cottage, which is taken care of once a week, by a group of people of different ages and

backgrounds (passers by are free to participate in the care of the community garden)

The HUB GIAMBELLINO EXISTING OFFER:

Within the Giambellino district there’s a multifunctional space called “Casetta Verde” where a group of

people manage and realize several activities open and dedicated to the habitants of the neighbourhood –

elderly, children, families, disabled, teenagers. Primary objective of this place is to be an open, cozy location

where to talk about the district’s issues and where to work together to promote the local context to be able

to act onto the shared priorities with concrete actions that would improve the quality of life of the territory;

one of the proposal, which is also one of the most active, is the community garden lab, it has a shared

habitants participation in an gardening action.

This activity has been proposed by a resident of the neighbourhood. With the consent of the different

promoters and associations in the area and the support of the “Punto e Linea” project, this activity is on and

working since one year every Saturday morning, and at the end of each of this Saturdays the people don’t

miss the opportunity to socialize, having a big lunch together with the products of the garden. The lab is

aimed to the active use and participation of the space, people design and plan together the activities to be

done. The entrance is open to anyone and till nowadays there’s the stable participation of 15 persons, of all

gender and ages, from children to seniors.

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OFFERING DIAGRAM OF HUB GIAMBELLINO OFFER

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SYSTEM MAP OF HUB GIAMBELLINO OFFER

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The brief for the HUB GRATOSOGLIO is the following:

design the “summer camp” as a Product-Service System that optimizes the management and organization

in a perspective of social inclusion and intergenerational dialogue. Hub Gratosoglio has been hosting sports

for the summer camps for a couple of years that last a few weeks, however there have been problems in

management and organization.

The HUB GRATOSOGLIO EXISTING OFFER:

One of the main goal of the summer camp, beyond to make the people join the sports together, is also to

give a shake and to try to build a network among all the sport associations of the community center “centro

Puecher”, to give a common field to allows all these associations to speak and communicate in the same

language and to create a concrete collaboration network.

Due to several problems last year the summer camp has been moved outside the “centro Puecher” and it

has been made into the “Carraro” sport center, with the private associations already present within this

facility.

This year the summer camp will be a little bit different, keeping the original idea of the promotion of the

sport as prevention and an help for the social aggregation and to try to create a belonging sense between

the associations and the local people; there’s also the choice to perform the activities outdoor to involve

directly the users.

The sports camp will last one month: from the 14th of June to the 14th of July and the 15th of July will take

place the final event. It will be three times a week, Tuesday, Thursday and Saturday and each day for 3

hours, from 4 to 7pm.

Concretely the offer will be to provide to children a guide, a street’s educator, and a coach for free, to teach

them the basic rules of three sports (football, basketball and volleyball), try to establish new friendships

among different ethnic and status arrays and create challenging groups for the final tournament.

The summer camp will take place mainly in the parks of the area but it’ll be used also the parishes as

structure open to a new collaboration and taking advantage of the fact that they are very active and known

in Gratosoglio.

Last year they had roughly 350/400 attendees out of 2000 fliers and contacts. The core main age target is

around 14 to 16 years old guys.

As it’s anyway important the support of the sport associations, this year they’ll try to involve some

associations even the not-sporty ones, because it would be possible even to create some side support

activities to the camp.

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OFFERING DIAGRAM OF HUB GRATOSOGLIO OFFER

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SYSTEM MAP OF HUB GRATOSOGLIO OFFER

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4. THE STRATEGIC ANALYSIS DEVELOPMENT

The strategic analysis has been developed by the Politecnico team during February – March 2012. The

proposers of the Hubs have been involved in the process to achieve information and to help to create a first

interaction with the context.

Followed steps for the strategic analysis of the Punto e Linea Project.

1.Organization of two meetings with the Hubbers (the responsible of the hubs).

The two meeting has been useful to achieve information about the context, the Hub role in the district and

about the specific offers to be developed in the four briefs. It has been also useful to have a first contact

with the district and having some advice about the life in the district and the perception of the people who

are living and working there. Moreover the meetings gave the occasion to plan future interviews with the

proposers (if different from the Hubbers) and with the participants.

2. Customized path for each hub to go deeper in each brief initiative.

- Hub Baggio

The Politecnico team participated the 18th of March to the radio program “Una baggio che funziona”

managed by some university students. In that occasion has been possible to interview the speakers seeing a

different point of view.

- Hub Barona

The Politecnico team participated the 25th of March at the Spring Festival in Lope de Vega to see the

opening of the courses, and meeting the inhabitants. In that occasion has been possible to see the first

reaction of the inhabitants to the Punto e Linea project.

- Hub Giambellino

The Politecnico team participated the 17th of March to the gardening activity of the Casetta Verde. In that

occasion has been possible to interview the proposers of the initiative and also some participants of the

Casetta Verde activities.

- Hub Gratosoglio

The Politecnico team the 13th of March has had the possibility to interview the trainers of two sport

associations that have done the summer camp last year and that are going to repeat the experiment in June

2012.

All the produced documents have been recorded, to be used by the students of the course System Design

for Sustainability. At the same time of the interviews have been taken some videos of the four contexts to

investigate them about architectural and landscape aspect but also about the distribution of services and

facilities.

To record all the materials produced have been used the equipments provided by the Movie Lab of the

Politecnico di Milano.

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5. THE RESULTS

All the results gathered from the first strategic analysis part of work, have been collected, processed and divided into documents of various format, i.e. audiovideo, pdf and ppt. Then they have been published online both to enable their streaming view both to be free to download. They have been uploaded on web-based sharing platforms: youtube.com, slideshare.net and mydrive.ch. We made a collection of several files per hub to give a global view on them divided by sections. Some .Ppt files to describe the brief, the system map, showing the relationships between the different stakeholders and actors involved into the work-flow, and the offering diagram, which highlights the main offer in relationship with the other sub-side-offers of the service. In addition, some videos have been shoot and post produced to describe the context, the proposer and the existing offer (and in particular the backstage and the front desk) with interviews and clips of the territory. Finally, we collected some information from the site of the town of Milan, which allowed us to establish, again for each hub, demographic data district and the district map. BARONA HUB Sustainable courses in the public school Videos: THE CONTEXT Barona District THE PROPOSERS Punto e linea Project THE EXISTING OFFER Manual Activities Power point files: THE BRIEF: Barona HUB Manual Activities THE EXISTING OFFER: . System map . Offering diagram Pdf files: THE CONTEXT the Barona district . demographic district data . district map THE EXISTING OFFER . Qualitative sustainability report

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GIAMBELLINO HUB Community Garden Videos: THE CONTEXT Giambellino District THE PROPOSERS .Punto e linea Project THE EXISTING OFFER .Community Garden COMMUNITY GARDEN BACK OFFICE Power point files: THE BRIEF: Giambellino HUB Community Garden THE EXISTING OFFER: . System map . Offering diagram Pdf files: THE CONTEXT the Giambellino district . demographic district data . district map THE EXISTING OFFER . Qualitative sustainability report GRATOSOGLIO HUB Sustainable Summer Camp Videos: THE CONTEXT .Gratosoglio District THE PROPOSERS .Punto e linea Project THE EXISTING OFFER .Summer Camp SUMMER CAMP BACK OFFICE SUSTAINABILITY CONSIDERATIONS Powerpoint files: THE BRIEF:

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Gratosoglio HUB Summer Camp THE EXISTING OFFER . System map . Offering diagram Pdf files: THE CONTEXT the Gratosoglio district . demographic district data . district map THE EXISTING OFFER . Qualitative sustainability report BAGGIO HUB Web Radio Videos: THE CONTEXT .Baggio District THE PROPOSERS .Punto e linea Project THE EXISTING OFFER .Web Radio WEB RADIO BACK OFFICE Powerpoint files: THE BRIEF: Baggio HUB Web Radio THE EXISTING OFFER . System map . Offering diagram Pdf files: THE CONTEXT the Baggio district . demographic district data . district map THE EXISTING OFFER . Qualitative sustainability report

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6. NEXT STEPS

Based on the strategic analysis, all the students of the System Design for Sustainability course started on

Tuesday 15th of May a design working section that, , divided in twelve groups (three per hub), will develop

concepts of Product-Service Systems for the “Punto e Linea” 4 HUB projects. The course is going to finish

the 26th of June and for that date all the students’ groups will present their concepts in the animatic video

form, in which will be explained the several aspect of the working Product-Service System with particular

attention about the sustainability innovation characteristics.

After that the four students that carried out the strategic analysis (who are actually developing their thesis

about this topic) will take the most promising concepts carried out from the course, one per each district

hub, and they will deepen and develop further all the aspect of these four concept to make them innovative

but feasible for implementation.

At the final part of this shared and broad path our work will be part as the content of a travelling exhibition

that will pass through Nantes, in France in March 2013; then Milan, in April 2013 and finally in Helsinki, in

Finland in May/June 2013.

The three university of Milan (Politecnico di Milano), Helsinki (Aalto University) and Nantes (Ecole de Design

Nantes Atlantique) are collaborating to develop this exhibition about the social cohesion and the

intergenerational dialogue, and the way this topic is faced in various realities. Together, with a consistent

team of people working and sharing the competencies on it, they are designing both the contents and the

structure/layout of the exhibition.