Final presentation of Master thesis in Product Service System Design

1. ETEREAWelcome to urban Wi-Fi landscape

2. PSSD approach
to reorganizing
existing structures
for users

3. 182
There is no doubts in
fundamental role of
infrastructure, but finally
also service designers
start ackowledging it
#fjord
#accenture
#trends2014

4. Local community “Little boxes”
Glocalization Person-to-person networks
Just like in old times Homer likes to meet his
friends at Moe’s while Marge is actively partici-
pating in church community.
However real contemporary family’s anchor is
their living room connected to global world by
TV-news and telephone.
Unlike her parents Lisa finds like-minded
friends in different places using the Internet.
(She also likes playing poker there.)
Despite his love to TV Homer tries all new de-
vices and they’re changing his relations to oth-
ers. (Though it’s still unclear whether some-
thing will make him spend more time outdoors)
22
Internet becomes our
main public “space”
changing relations to
communities and the
way we connect in the
city
#networks
#glocalization
#publicrealm
#shrinking

5. We demand more and
more media and video
content which overloads
3G networks.
Wi-Fi is better: cheaper
and faster
#traffic
#offload
#telcos
#partnership
3G
Wi-Fi
36

6. Hertzian space
Cyber space
Tangible space
Even when dealing
with online world, user
experience is always
real and it should be
continuous if well
designed
#affordance
#hertzian
#UX
#seamless
56

7. Digital level of
infrastructure provides
unprecedented flexibility
in its adjustment for
users’ needs
#tailored
#customizable
#unique
#offer

8. “New wave” of city-
wide Wi-FI projects
is stimulated by
smart cities hype and
“connected lifestyles”
dreams
#city
#value
#goals
#competition
64

9. NYC sees Wi-Fi as a
part of Digital Leadership
programme
Estonia deployed it
for independence from
Soviet Russia
Bryant Park wanted to
attract more visitors
#success
#stories
72

10. • Infrastructure will define the growth
• Internet changes social life and it could be
nice to compensate it
• We need wifi to offload 3g and keep being
connected
• Our world is a continuous realm of virtual
and physical and all elements of it should
work for better experience
• New infrastructure is flexible and delivers
additional values to people
#success
#stories
#city
#value
#goals
#competition
#tailored
#customizable
#unique
#offer
#affordance
#hertzian
#UX
#seamless
#traffic
#offload
#telcos
#partnership
#networks
#glocalization
#publicrealm
#shrinking
#trends2014

11. 1
f
Italy is behind other
EU modtly in all digital
consumption fields.
But since 2013 it is at
least legal to share
Wi-Fi in public
#italy
#newage
#agendadigitale
#expo2015
Palo Alto Parma
78

12. Openwifi Milano
Freeluna
Openwifimilano is
developed by Comune,
500 locations around the
city promised
Freeluna — “social”
Wi-Fi in 85 news stands
around the city
#milan
#hotspots
#density
#providers
86

13. offers city users
!!!
first-hand
experience
checking
hypothesis
insights from
others
Field research passed
through the 3 steps
to get full picture of
existing situation
#observations
#network
#scanning
#interviews
94
shaping concept

14. Piazza Argentina –
transitional square with
Openwifi
via Morgagni – more
private space with
Freeluna
Upcycle as an indoor
example to under-
stand what people
Network activity in
different places doesn’t
replicate the observed
situation outdoors, but
is close to it in overall
patterns
#places
#patterns
#changes
#rythms
100

15. - Wi-Fi service is not well designed and
is underused – even in the places with free
connection, people go on using their paid 3G
- Different places are good for different
usages including online behaviour level – so
people at piazza Argentina can mainly use
social networks, while in via Morgagni they
will stay longer to watch something and in
Upcycle they would work.
- Besides spatial there is temporal
difference, and the same places change
during the day and network use doesn’t
completely replicate this patterns, but follow
it in a way
Observations proved
hypothesis which
were defined after the
first experience of the
existing offers:
#underused
#service
#varying
#spaces

16. 30yo, Egyptian,
makes pizza.
“What would I do in the
park? Watch trees? My
phone screen is what
important to see for me!”
60yo “professor”,
“I don’t have time to learn
all these interfaces! I need
to work to take care of my
ill mother!”
“Take care of your belong-
ings, it’s not that safe
around here”
“homeless, unfor-
tunate” from the
other Italian cities
- they heard that there’s
Openwifi somewhere, but
they cannot find it without
internet
- when there apperared
Wi-Fi, electricity plugs
were not working anymore
- the bench is new, but
looks used a lot already
because it’s in the place
used by homeless and
“undesirables”, however it
found it’s users
Journalists
- they want to work out
because the weather was
nice
- using their own 3g modem
- they tried to connect to
Wi-Fi, but it didn’t work
- while talking the african
guy approached saying to
leave them alone to work in
peace being quiet agrresive
even
Despite existing
problems there are
plenty of people who
spend hours outdoors
with their devices
#various
#users
#public
#diversity
142

17. Depending on the
reason why people
came to one or another
space their Internet use
changes falling into few
categories
#user
#clusters
#needs
#behaviour
150

18. Walker/ShopperSocializerHanger out
between jobs, on days-off afternoon after school all day long
skills time
money
nowledgesoc.access
traffic
skills time
money
nowledgesoc.access
traffic
skills time
money
nowledgesoc.access
traffic
time
time
money
.acc
skills
Internet
Space
Functional
Emotional
Enough traffic to use SN, check news
and updates, get some content
Comfortable to stay quite a long
time, charge the phone, but can be
quite crowded
Wans to stay in touch with
friends
Get local friends, assimilate,
entertainment, but cheap/free
Watching videos/listening
music, using SN
Comfortable for big groups, allowing
fluid gatherings
Get info from friends and share content
experience
Be cool, be safe
Info about the city, SN, easy
sharing
Interesting and pleasant to stay
in and have rest
Check updates, find routes,
share experience
Enjoy staying in the city without
getting lost, frustrated and wasting
time
Not satisfied with exSomewhat satisfied with existing service
NEEDS:
W
Traffic addictedWalker/ShopperSocializerHanger out Productivity seeker
between jobs, on days-off afternoon after school all day long after classes/days off between meetings on workdays
can’t afford home internet,
neither 3G
home internet, but when stay out
exceeding 3G traffic
possible internet in hotels,
don’t buy 3G for short visits not enough home/school/3G internet
home(&office) internet,
not enough 3G out
most
disadvantaged
most
advantaged
skills time
money
nowledgesoc.access
traffic
skills time
money
nowledgesoc.access
traffic
skills time
money
nowledgesoc.access
traffic
skills time
money
nowledgesoc.access
traffic
skills time
money
nowledgesoc.access
traffic
time
time
money
.acc
skills
skills
money
oc.access
skills
raffic
Not satisfied with existing offer, but are the “truly Wi-Fi audience”Somewhat satisfied with existing service
W
Real disadvantaged
users are not necessarily
just economically
unfortunate. Many
cannot get enough
Internet because of bad
service design
#disadvantaged
#categories
#archetypes
#needs
152

19. Maybe it’s also
in place?
Didn’t know that there’s
municipal Wi-Fi at all!
But can it be reliable?
I will just
fast
Why am I not recieving
the messages?
Comune
?! Register!
Oh! Wi-Fi here!
Why here?!
Connection before registration stops
people from receiving messages and
notifications over their normal 3G
Communication of overall thing
Lots of people don’t even know that
there is such an Openwifi. Because
of communication and existing
reputation of public services in Italy
there are trust problems
Current user journey
is full of breakdown
moments especially
affecting those who
don’t spend much time
outdoors
#journey
#problems
#UX
#elements
170

20. 1. Meaningful locations
(urban planning)
2. Supportive environment
(product design)
3. Information about service
(communication)
4. Usefulness of offer
(service design)
- wrong locations
- wrong environment
- difficult authorization
- no communication
- no trust
- invisible hotspots
- bad maps
- offer demand
- content
- urgency of user’s need
Usefulness
Difficulty of access
Disbalance in good Wi-Fi
equation makes service
undesired even though it
is completely free for
users
#final
#research
#synthesis
176

21. bandwidth
traffic
Focusing on usefulness =
offer:
• bandwidth
• traffic
• access rules
#technical
#service
#constraints

22. Youtube videos
10TV-episode
1
movie
1/4
design research
(photos)
1hMilan Gmaps
5
mp3 songs
70
or
or
or
300Mb =
+
1 hour
at highest speed
+
REST of the day
at 192kbps
up to 2,4Gb/day!
(or 72 Gb/month
in 3G terms UNLIMITED
compare TIM: 25 euro/20Gb)
Current Openwifi traffic
offer is relatively good
for main use, but people
don’t always understand
that
#openwifimilano
#communication
#problems
186

23. Underused facilities?Two existing ways of
restricting bandwidth
have problems either in
technical sphere on the
experience level
#bandwidth
#limits
#rules
188

24. Fun Load
InfoSocial Work
Traffic addictedWalker/ShopperHanger out Socializer Productivity seeker
mainneedextraneed
bandwidth
traffic
Real users needs are
very diverse and require
completely different
approach to them
#what
#do
#people
#want
190

25. Lunch Aperitivo
Info
Social
Download
Fun
Work
Serving different
use categories can
help to overcome
both inconsistence of
experience and problem
of unused technical
facilities
#tailored
#offer
#users
#need
192

26. Traffic addicted
Walker/Shopper
Socializer
Hanger out
Productivity seeker
Skills
Knowledge, fun
Fun, communication
Time
M
oney
Cityenjoyment
Productivity
Money/skiils
Fun,safety
Time/skills
ATM
BikeMi
News
Portal
City
Museums
Comune
Libraries
Service/
Platform
Media
Library
Online
Engaged users can be
asked to share their
exceeding resources
which might be of
interest of other urban
services as well
#urban
#services
#ecosystem
#exchange
194

27. ETEREA
ETEREA fits the city
fits you.
ETEREA — the best connection at the right time and
right place.
1. For the user it is a way to get the best connection
that adjusts to their real needs in public spaces.
2. For other services it’s a platform to promote their
offers and improve them based on user response.
3. For the city it is a tool for better citizen engage-
ment and understanding in planning.
196

28. Connect to
work —
manage traffic
in a week with
great speed
for 3 credits
basic connec-
tion will serve
most of your
needs
info — immedi-
ate access to
what you need
turbo mode —
superfast 1 hour
for 4 credits
have fun:
watch a movie,
listen to music
for 2 credits
enough for social
networks and watching
online videos
500Mb/day
speed up to 3Mbps
urgent connection
when you just need
to check that thing!
no registration
100Mb/day limit
good speed and traffic
limit for streaming
2Gb/day
speed up to 5Mbps
the best option to
download a lot or just
enjoy speed
1 hour/day
speed up to 10Mbps
the whole week with
no usual daily traffic
limit
4Gb/week
speed up to 7Mbps
Then manage your 15Gb/month as you wish:
Connect automatically
Or register and login once:
202

29. basic connec-
tion will serve
most of your
needs
info —
immediate
access to what
you need
turbo mode —
superfast 1 hour
Connect to
work —
manage traffic
in a week with
great speed
have fun:
watch a movie,
listen to music
No credits needed
2 credits:
3 credits:
4 credits:
Mondadori discounts for you
Download new apps for free
Download e-books
Subscribe to Media Library
Take a survey
Add photo of Piazza
Bring friends & work together
Extend GDrive & work for free
Edit Piazza Lima map
Try cloud software
Rent Amazon movie
etc...
etc...
etc...
Listen to the last albums on iTunes
=
=
=
3 types of credits:
- engage in activities
within the platform
- exchange data
- participate in partners
offers
#credits
#value

30. 1 basic connection “slot”
connected basic user
“occupies” 3Mbps
bandwidth
connected “work” user
“occupies” almost 3 times
more bandwidth: 7,5Mbps
Piazza Argentina Grid of average
connections/meter
Graphical representation
communicated the
technical level idea to
users.
#options
#rules
206

31. 10 am 2 pm 6 pm
Resulting picture
represents unique state
of each specific space
as well at its changes in
time
#spatial
#temporal
#variations
210

32. App/website
212

38. Meet another
Cool Nerd and
re ad his
incredible
st or y
4 credits
inside!
2 credits!
Offline touchpoints help
those withut connection
and spread the word
about service in many
channels
#totem
#website
#partners
#offers
226

39. 232

40. • increases efficiency of the service
• provides the best options for users
• seeks for the useful partnerships
• stimulates new Internet behaviour
• makes service more sustainable
• bridges the gap between tech approach
and user-centered design
• changes the outdoor spaces through their
use

41. ETEREA
Openwifimilano
ETEREA
Google/Facebook/etc
Wi-Fi
ETEREA
Openwifimilano
Freeluna FON
ETEREA
Openwifi
milano
Freeluna
FON
ETEREA
Openwifi
milano
Freeluna
FON
Eterea can be
implemented on many
levels becoming a part
of existing systems or
creating bigger new one
#existing
#situation
#eterea
#involvement
242

42. #projectEterea