strategic design: from heritage to value
DESCRIPTION
three canvas for strategic design of small museumsTRANSCRIPT
![Page 1: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/1.jpg)
Strategic Design: form place’s heritage to value
Enrico Viceconte
13 – 09 - 2013
![Page 2: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/2.jpg)
form place’s heritage to value
"what matters""what means"The legacy from past
generations,maintained and experienced in the presentand offered to future generations.
Strategic Design
![Page 3: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/3.jpg)
• Strategic design is the application of future-oriented design principles in order to increase an organization’s innovative and competitive qualities.
• Traditional definitions of design often focus on creating discrete solutions—be it a product, a building, or a service. Strategic design is about applying some of the principles of traditional design to "big picture" systemic challenges
Strategic design
![Page 4: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/4.jpg)
My definition of Strategic Design
Using Design Thinking to improve:• Strategies• Business Models• Processes• Interactions• (things)
SIMPLEXITY !
![Page 5: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/5.jpg)
BUSINESS MODEL CANVAS CUSTOMER JOURNEY MAP
STRATEGIC FRAMEWORK
We are going to experience three tools:
![Page 6: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/6.jpg)
The 10 challenges of strategic design
1. Design thinking2. Business Models Design3. Interaction and complexity4. Value in use5. Openness6. Transformations7. Difference8. Flow9. Relationships and brand design10. Style
![Page 7: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/7.jpg)
Design thinking
• The role of the designer is to shape forms (both physical and conceptual i.e. product / processes / services, business models)
• driven by aesthetic, ethic and “economic performance” attractors• Sometime the process is “authorial” (like in fashion design)• Very often the design process is co-operative (co-design) like in
service design (involving users).• In the process of participatory design visualization, maps,
storytelling, and creativity techniques are often used.
![Page 8: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/8.jpg)
Design thinking
• A design thinker can see the optimal shape of things and systems.• And their possible paradigmatic variations (different shapes of the
same thing in the same place and time).• And also “the life of forms” (A concept by Henri Focillon and
George Kubler) that is their formal series along the timeline (like styles).
• But also the user of a museum is interested in the shapes of things. within the shifting domain of materials and techniques.
• The design thinking is different from the approach of an art historian, or of an archivist (A designer is a morphologist)
![Page 9: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/9.jpg)
Business Model Design
• A strategy is necessary to manage stakeholders different interests, constraints and goals. And to allocate resources.
• “A business model describes the rationale of how an organization creates, delivers, and captures value
![Page 10: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/10.jpg)
![Page 11: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/11.jpg)
![Page 12: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/12.jpg)
![Page 13: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/13.jpg)
![Page 14: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/14.jpg)
![Page 15: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/15.jpg)
Business Models Design
• The potential user of a museum is not willing to pay adequately. Someone (public or private) is willing to pay to receive the “positive externalities” of a museum or a library.
• But public budgets are decreasing.
![Page 16: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/16.jpg)
ISOLATEDINITIATIVES
![Page 17: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/17.jpg)
NETWORKEDINITIATIVES
![Page 18: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/18.jpg)
![Page 19: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/19.jpg)
![Page 20: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/20.jpg)
INTERACTIONAREA
CUSTOMERPROCESS/JOURNEY 2 3 41
2 3 41PROVIDERPROCESS
TOUCHPOINTS
1
1
1
1
time
Value/Experience
VALUE/EXPERIENCEFLOWS
![Page 21: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/21.jpg)
![Page 22: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/22.jpg)
![Page 23: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/23.jpg)
![Page 24: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/24.jpg)
![Page 25: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/25.jpg)
![Page 26: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/26.jpg)
![Page 27: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/27.jpg)
![Page 28: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/28.jpg)
![Page 29: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/29.jpg)
![Page 30: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/30.jpg)
![Page 31: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/31.jpg)
t
![Page 32: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/32.jpg)
ADVOCATE
ENEMY
GOOD EXPERIENCE
BAD EXPERIENCE RELATIONSHIP TIME
TOUCHPOINTS
FirstImpression
![Page 33: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/33.jpg)
Difference• Strategic framework profile (The difference of Cirque du Soleil)
![Page 34: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/34.jpg)
Interaction and complexity
• A design thinker designs behaviours more than products (a product – for exemple a tool - plus a user determines a behaviour.
• Gestures, behaviours, routines (“the presentation of self in everyday life”, according with Goffman’s model) are shapes, configurations, patterns incorporated in the design of product and services.
• This is something about the meaning of things.
![Page 35: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/35.jpg)
Interactions
• Mobile devices (today smartphone and tablets, tomorrow wearable and immersive technologies) would be the polymorphic substitutes of the classic set of travelling companions of the tourist: guides, captions, cameras, postcards, souvenirs, books, sketchbooks, Moleskines.
![Page 36: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/36.jpg)
Interactions
• But even loyalty cards, booking and payment systems. Perhaps also crowd-funding: imagine to send a micro-payment from your smartphone in order to support a small museum, an event, a collection, a project (restoration, publishing, grants, charity etc.).
![Page 37: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/37.jpg)
Interactions
• This scenario announces future “product + user” configurations. And new service scripts. The new Mobile-generation (Generation-M) will recognize in new configurations "product-user", very different from those of today.
![Page 38: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/38.jpg)
Th exeperiences network, here and now (attractions)
senses
comfort
movementpeople
discoveries
stories
love
cults
things
Synchronic - paradigmatic
![Page 39: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/39.jpg)
Networked Experiences
![Page 40: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/40.jpg)
![Page 41: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/41.jpg)
Saratime-interval survey
Information and LanguageRepresentation through Narrative Design
![Page 42: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/42.jpg)
sara’s experiencereported hourly
May 26, 2007, 12:00 – 17:00
12:00 13:00 14:00 15:00 16:00 17:00
my initial emotions
12:1812:24
“I saw a guy with a really bad haircut…”
12:44
my first report“it’s hot & sticky…”
13:05 13:24
my second report“really pretty city… people on the street seems pretty nice…”
“we stopped at Chinatown because I saw the gate…”
14:04
“... we walked upon an Italian wedding…”
14:34
“the street signs have been super -super helpful!”
14:59
my third report“I’m at Rouge… we're having some snacks”
15:25 16:32
my last report“I had a really lovely time with my friends … I’m about to do some shopping!”
“I don’t really know what (statue) it is…”
![Page 43: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/43.jpg)
sara’s second report
sights colors
smellssounds
place people
thingsactivity
“I’m in front of a giant statue… in front of the rocky steps…”
“I’m still with Becca & Jessica.”
“We're taking pictures (of the statue)… posing…”
“The map we’ve created & printed before we
came…”
“The architecture of the buildings… so gorgeous.”
“Green! …is lush and bountiful out here.”
“ a little like exhaust…”“Buses, motorcycles, cars… traffic…”
![Page 44: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/44.jpg)
Corporate heritage experience
![Page 45: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/45.jpg)
t
![Page 46: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/46.jpg)
![Page 47: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/47.jpg)
![Page 48: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/48.jpg)
![Page 49: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/49.jpg)
![Page 50: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/50.jpg)
![Page 51: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/51.jpg)
![Page 52: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/52.jpg)
L’Irlanda è il paese europeo con il più alto tasso di crescita economica, il più grande esportatore di “packaged software” e il più grande importatore di investimenti High Thech e il luogo dove giovani laureati geniali si sentono a proprio agio e pieni di stimoli ed energie.
Il ritorno dall’America di Hermes, del commercio, del movimento. La ricongiunzione di Ulisse e Penelope, la riscossa del giovane Telemaco dopo anni di impotenza.
![Page 53: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/53.jpg)
![Page 54: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/54.jpg)
![Page 55: STRATEGIC DESIGN: From Heritage to Value](https://reader035.vdocuments.site/reader035/viewer/2022070302/54797863b37959492b8b474e/html5/thumbnails/55.jpg)