aktorer + netvÆrk + motivationer. nicola morelli design theory and methods metodiske tilgang en...
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AKTORER + NETVÆRK + MOTIVATIONER
Nicola Morelli Design theory and methods
Metodiske tilgang
En kort historie: historien om cyklen
Designer og Aktor netværk
Motivationer
Øvelse
Metodiske Tilgang
Nicola Morelli Design theory and methods
Metodiske tilgang
ProblemUltimate
presumptions
Methods and application
of methods
Set of techniques
Nicola Morelli Design theory and methods
Metodiske tilgang
Subjective-relativisticObjective-rationalistic
Nicola Morelli Design theory and methods
Paradigm: a set of general and ultimate ideas about the
constitution of reality, the structure of science, scientific
ideas
Metodiske tilgang
Ultimate presumptions
Methodological approach: A set of ultimate ideas about the
constitution of reality, the structure of science, and so on, that is
important to methods, that is, to the guiding principles for creating
knowledge
Theory of science
Methodology
Nicola Morelli Design theory and methods
Operative paradigm is derived from a methodological approach in relation to a general type of
study area or an actual specific study area. This more practical
paradigm is a toolbox that includes methods and tools to
solve real problems
Metodiske tilgang
Methodological approach
Study area
Theory of science
Methodology
Nicola Morelli Design theory and methods
Metodiske tilgang
Ultimate presumptions:
reality as a system
Paradigm:
Systemic Thinking
Methodological approach
Analytical approach/system approach/actors approach
Operative paradigm
Study area
Design of Product and Services (PSS)
Theory of science
Methodology
Nicola Morelli Design theory and methods
Metodiske tilgang
Metodiske tilgang
Service som aktør netværk
Organizations
Products (material or immaterial)
Knowledge
Technology
People
System = People + Technology + Organizations + Knowledge + Products
En kort historie: historien om cyklen
Nicola Morelli Design theory and methods
Den sociale konstruktion af cyklen
Nicola Morelli Design theory and methods
Den sociale konstruktion af cyklen
Hobby Horse
Hobby Machine AristocratsPushing/
Muddy Feet
Steering
Sport and recreation
Nicola Morelli Design theory and methods
Draisienne
Nicola Morelli Design theory and methods
Draisienne AristocratsPushing/
Muddy Feet
Steering
Sport and recreation
Postmen
Transportation
Draisienne
Nicola Morelli Design theory and methods
McMillan Bike
McMillan Bike AristocratsPushing/
Muddy Feet
Steering
Sport and recreation
TransportationMcMillan Bike
Nicola Morelli Design theory and methods
Michaux’s bike
AthletesMichaux’s bike Aristocrats
Stability
Steering
Sport and recreation
TransportationMichaux’s bike
Vibration
Producers(first serial production)
Nicola Morelli Design theory and methods
Ariel (Ordinary)
AthletesMichaux’s bikeAthletes (Machos)
Stability
Steering
Sport and recreation
Michaux’s bike
Vibration
Producers(e.g. Starley & Hillman)
Non Users
Nicola Morelli Design theory and methods
Sport riders and non users
Women and bicycles
Women and bicycles
AthletesAriel bikeAthletes (Machos)
Stability
Steering
Sport and recreation
Ariel Bicycle
VibrationNon Users
Women
Producers(e.g. Starley & Hillman)
Ariel bike
Athletes (Machos)
Products and relevant social groups
Non Users
Women
Producers(e.g. Starley & Hillman)
Product
Social group
Determining relevant social groups
Social Group
Social Group
Social Group
Social group
AthletesAthletes (Machos)
Stability
Steering
Sport and recreation
Focusing on problems
Vibration
Problem
Focusing on problems
Solution
SolutionSolution
Solution
Solution
Tricycle
WomenTransport
Safety
Elderly People
Postmen
Producers
Dress
Nicola Morelli Design theory and methods
Other models
Nicola Morelli Design theory and methods
Lawson
Nicola Morelli Design theory and methods
Rover
Nicola Morelli Design theory and methods
Nicola Morelli Design theory and methods
hvorfor fortælle jeg denne historie?
Innovation inden for teknologi (og tjenester) er resultatet af en proces, hvor teknologi og sociale fænomener er flettet sammen
Nicola Morelli Design theory and methods
Service som aktør netværk
Nicola Morelli Design theory and methods
Metodiske tilgang
Ultimate presumptions:
reality as a system
Paradigm:
Systemic Thinking
Operative paradigm
???
Study area
Design of PSS
Theory of science
Methodology
MA
P
Methodological approach
Systems as network of actors
Nicola Morelli Design theory and methods
Methodological approach
Systems as network of actors
Ultimate presumptions:
reality as a system
Paradigm:
Systemic Thinking
Study area
Design of PSS
Theory of science
MethodologyOperative paradigm
Analytical tools
Design tools
Metoder og redskaber
Nicola Morelli Design theory and methods
Kortlægning af touchpoint
Producer/provider
Customer/user
Product/service
Context (social/technological)
Rules/conditions
Roles /Functions
Nicola Morelli Design theory and methods
Kortlægning af relevante sociale grupper
Nicola Morelli Design theory and methods
• Relevante sociale grupper– Designers/managers– Serviceudbbyder– Brugere– leverandører / andre aktører
Relevante teknologiske systemer– Fysiske sammenhænge (rum / produkter)– Logiske sammenhænge (virtuelle rum)– Teknologiske infrastrukturer
(Informationssystemer)
Kortlægning af relevante sociale grupper
Nicola Morelli Design theory and methods
Subjects
Oplevelse
Brugervenlighed
Løsninger
Forventninger
Aktører
Normer
Roller
Vaner Kompetencer
Contekst
Nicola Morelli Design theory and methods
Goals behovene hver gruppe ønsker at opfylde kravene i forhold til specifikke aktiviteter
Key problems de problemer, der anses som relevant i forhold til specifikke aktiviteter
Problem solving strategies tilladte strategier til at løse de vigtigste problemer
Requirements to be met by problem solving strategies antagelighed og effektivitet kriterier for problemløsning strategier
Current theories teoretiske viden støtten til det enkelte gruppes aktivitet i at opstille mål, identificere / vælge problemer og foreslå problemløsning strategier
Tacit knowledge praksis-baseret viden, hvorpå hver gruppe afhænger i sætte mål, identificere og vælge problemer og foreslå tilladt problemløsning strategier
Testing procedures at vurdere effektiviteten af problemløsning strategi
Design methods and criteria metoder og parametre, der anvendes for at foreslå teknologiske løsninger på nye behov
Users’ practice brugernes holdning til eksisterende løsninger til det nuværende behov
Perceived substitution function produkter, service eller funktionaliteten hver gruppe anser for at være erstattet af det foreslåede PSS
Exemplary artefacts produkter og serviceydelser, der bruges som modeller i udviklingen af nye løsninger. Ofte følger af det opfattede substitution funktionen
Bijkers kriterier for aktører analyse
What is my goal? What need do I want to address?
Which problems are relevant to me?
I would I solve those problems through the new service? How would I think the service should work?
I would I solve the problems otherwise? How do I organise my lunch now? What “tacit knowledge” I use for it?
What are my requirements and criteria for success? How do I judge if it is worth using this service?
What service/function am I replacing?
Is there any existing service I can refer to?
Motivationer
Nicola Morelli Design theory and methods
Actor 1 Actor 2 Actor 3 Actor 4 Actor 5 Actor 6
Actor 1 Why takes
part
Actor 2 Why cooperates with A1?
Why takes
part
Why cooperates with A3?
Why cooperates with A4?
Why cooperates with A5?
Why cooperates with A6?
Actor 3 Why takes
part
Actor 4 Why takes
part
Actor 5 Why takes
part
Actor 6 Why takes
part
Motivation Matrix
Platform Motivation Map
organic food manager
appliances producer
packagingproducer
platformsoftwareproducer
meal producer
organic food manager
appliances producer
packagingproducer
platform
softwareproducer
meal producer
. provide healthy, convenient, meals in different context, for people with reduce access to food
. find and move to new prospectives to develop activities and services in the field of organic food
. find new areas of business as:- new contexts of use- better fit of special customer’s needs
. new tools for enhance the value of offering organic food
. new tools for producing personalised food. professional dietary expertise identity
. new tools for designing and setting appliances for special food needs
. enter in an upper scale business, finding new market opportunities. become a food solution provider
. brand identity as high guaranteed organic system. expertise and portfolio in organic supply management
. convenience packaging solutions. environmentally correct packaging solutions
. competences in food processing
. food processing expertise. catering management expertise
. organic brand identity differentiation. organic food expertise. selling channel
. enter in new business channels, by sharing organisation, structures and expertises
. new competences in food processing. set up criteria for designing new convenience food
. convenience packaging solutions. expertise in materials and food preservation. usability
. enter in an upper scale business, finding new market opportunities. acquire expertise in catering manag.
. medical-professional dietary expertise. specialised brand identity
. food processing competences. CPU. logistic points. expertise in catering. food processing competences. convenience appliances and devices. brand identity
. expertise in packaging solutions. environmentally correct packaging solutions
. smart interaction system with appliances
. find new business channels. offer total food solutions
. develop new convenience solutions. develop new sustainable solutions
. enter in non-medical markets. open and finalise new areas of research
. develop labelling systems. communication ideas fornutritional qualities
. interacting solution for communicating/managing nutritional qualities
. food processing expertise. food with special nutritional requirements
. organic brand identity. organic food market expertise
. organic brand identity. organic food market expertise
. food preparation expertise. dedicated recipes and processing
. find new application fields for advanced cooking and preserving solutions
. become a food solution provider
. inputs for adding information in the packaging concept
. inputs for adding convenience interactive values in pakaging
. new convenience food solutions
. organic market access
gives to…
Motivation Matrix
…en lille øvelse…
Nicola Morelli Design theory and methods
• Øvelse: tegne skuespilleren netværk og motivation matrix for food4kids service du analyserer
… en lille øvelse…
Nicola Morelli Design theory and methods