MA Service Design at UAL

2021 Nov 19
WHAT DO YOU DO TO CHANGE THE WORLD?

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DO YOU KNOW WHERE YOUR LIFE IS GOING?

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WHAT ARE YOU DOING ABOUT CLIMATE
CHANGE?

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WHERE DO YOU SEE YOURSELF IN 10 YEARS?

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ARE YOU DOING ANYTHING TO CREATE AN
EQUAL SOCIETY?

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HOW DO YOU FEEL ABOUT THOSE QUESTIONS?
SCARY, RIGHT?
YOU DON’T KNOW WHERE TO START?

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BUT WHAT IF WE TOLD YOU THERE
IS A SMALL STEP YOU CAN TAKE
TODAY TO CHANGE?

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FEELS BETTER ALREADY, I BET? 😃

(take a breath)
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 WE CREATED SOMETHING TO MAKE THIS
PROCESS OF TAKING ACTION MUCH SIMPLER
AND EASIER TO DO.

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Our idea:

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 HERE’S SOMETHING
FOR YOU TO TRY OUT. Today I will ___
FINISH THE SENTENCE. So that tomorrow I can ___.

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LET’S DIVE IN.

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WE FIRST LOOKED AT ACADEMIC STUDIES.

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A COMMON PRINCIPAL WE FOUND THROUGH THE STUDIES:
SMALL ACTIONS LEAD TO A BIG IMPACT.

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WE THEN ASKED ABOUT
100 USERS WHAT THEIR
FUTURE WOULD LOOK
LIKE THROUGH AN
ACTIVITY AT LCC AND
USING GOOGLE FORM.
KEY INSIGHT WE FOUND
ABOUT ‘FUTURE’

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 Key Insight:

‘FUTURE’ IS OVERWHELMING

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 WHAT DOES YOUR FUTURE LOOK LIKE?

“I don’t know where to “I don’t know what I “I don’t know how to

start and what step I am doing in 10 years answer to your
should take towards because things can question. Future is too
my future.” change.” big.”

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WHEN WE TRY TO TACKLE SOMETHING SO LARGE,
WE JUST DON’T KNOW WHERE TO START.

(JUST LIKE OUR PROJECT... lol)

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 Design Challenge:

HOW MIGHT WE ENABLE PEOPLE TO TAKE A SMALL STEP

TODAY TO CREATE A TOMORROW THEY WISH FOR?

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 MAYBE YOU CAN’T GET FIT OVERNIGHT,
BUT YOU CAN WALK A 1000 MORE STEPS TODAY.

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MAYBE YOU CAN’T SOLVE CLIMATE CHANGE ON YOUR OWN,
BUT YOU CAN BRING YOUR OWN SHOPPING BAG
TO THE SHOP TODAY.

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MAYBE YOU CAN’T MAKE A PERFECT PANCAKE IN A DAY,
BUT YOU CAN TRY IT WITH YOUR FRIEND TODAY.

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Small Step Today x Time x Person
=
Your Tomorrow

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YOUR TOMORROW STARTS TODAY.

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BASED ON THIS, WE CREATED A TOOL TO HELP
PEOPLE IDENTIFY & TAKE ONE STEP TODAY
TOWARDS THEIR TOMORROW.

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Today I will ________ [simple daily action]
So that tomorrow ________ [goal / future / change]

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WE’VE TESTED THIS TOOL THROUGH AN ACTIVITY
AT LCC AND ON INSTAGRAM & LINKEDIN.

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 “I like simplicity of this activity
because I don’t want this activity to
be an extra daily work.”
Activity at LCC
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PARTICIPANTS FOUND THIS ACTIVITY HELPFUL TO
IDENTIFY & REINFORCE THE STEP THEY CAN TAKE
TODAY TOWARDS THEIR TOMORROW.

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PEOPLE LIKE SIMPLE ACTIVITY.

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WE THEN CREATED A SIMPLE TOOLKIT TO MAKE IT
MORE TANGIBLE AND TESTED IN TWO DIFFERENT
CONTEXTS.

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 1 2
Individual Step for Individual Step for
Individual Goal Shared Goal

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Individual Step for Individual Goal
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Individual Step for Shared Goal
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 Participants Feedback:

“It’s a great way to put people

“This toolkit makes total
in a situation where you can
sense. You’re just writing it
evaluate where you are now
down, but that’s how anything
and where you could be. It
starts”.
starts with a small step”.

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OUR TOOLKIT IS WORKING!
(WOOHOO!!!!!!!)

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THAT WAS ALL ABOUT OUR PROJECT.

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3 THINGS WE LEARNT IN WAYS OF WORKING ARE
MAKING THINGS…

1. SIMPLE
2. RELATABLE
3. ACTIONABLE
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 WE ARE TEAM 1.

Yash Summer Ricardo Eri

Green Hat: The Creative Yellow Hat: The Optimist Red Hat: The Enthusiast Blue Hat: The Planner

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 Today I will review my
Today I will do my part to
thinking and ways of
the best of my ability...
communication critically...
Today I will ask “why?” one
more time before giving my Today I will speak up...
opinion...
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 SO THAT TOMORROW...
WE CAN WORK EFFECTIVELY AS A TEAM.

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 NANDRI!
XIE XIE!
GRACIAS!
ARIGATO!
THANK YOU!
Drawing steps like
our logo in
background

BUT WHAT IF WE TOLD YOU

THERE IS A SMALL STEP YOU
CAN TAKE TODAY TO CHANGE?

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MAYBE YOU CAN’T MAKE A PERFECT PANCAKE IN A DAY,
BUT YOU CAN TRY IT WITH YOUR FRIEND TODAY.

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Thoughts on presentation
Metaphor
Like Ricardo start the presentation by doing three or four things to find or get something without any words. The audience will keep
quiet and focus on what are you doing? Like at the fist he wants to open the screen, but it can not work. we tell him, you need to win
us and get the key to open it. we can do different simple games with him. when he saves three keys and puts them on the desk, the
screen is worked. Open the screen likes our so that tomorrow. And saves the keys by different games like Today I will… It delivers a
sense of step by step.
An activity with audience
Like we can give them 20 sec to think about one thing they will do today. And ask someone about their thinking. Like someone says ‘I
will go shopping after class’, Ricardo says “oh, shopping, it’s good. Maybe you can reduce the carbon dioxide by walking and walking
“it presents maybe your tiny action could change your tomorrow. But it needs Ricardo have the on-the-spot reaction. (I’m not sure
when to do it.)

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Thoughts on presentation
- Showing step by step using metaphor visually throughout the presentation
Example:
https://www.instagram.com/p/CCvDIoVq1qC/
https://www.akqa.com/netflix/one-story-away/

- Use Pancake for metaphor

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 Insight 2:

LACK OF MOTIVATION
“I don’t know where to start and what step I should take towards my future.”

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 Insight 3:

UNCERTAINTY TOWARDS ‘FUTURE’

“I don’t know what I am doing in 10 years because things can change.”

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Adding an emotional
journey of our project

OUR BRIEF WAS VERY ABSTRACT. AND WE DIDN’T KNOW

WHERE TO START. OUR CHALLENGE WAS TO MAKE THE BRIEF
MORE ACTIONABLE AND ACHIEVABLE WITHIN 7 WEEKS.

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Adding an emotional
journey of our project

BASED ON THOSE STUDIES, WE’VE FOUND A COMMON

PRINCIPAL.

THE FUTURE HAPPENS IN THE EVERYDAY.

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 Design challenge:

HOW MIGHT WE ENABLE PEOPLE TO TAKE ACTIONS EVERYDAY TO

CREATE A FUTURE TOGETHER?

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BASED ON THIS THEORY, WE CREATED A METHODOLOGY,
ONE STEP CLOSER TO HELP PEOPLE IDENTIFY SMALL
STEPS THEY CAN TAKE TODAY FOR CHANGE.

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SMALL STEP TODAY WOULD TAKE US ONE STEP CLOSER TO
GOAL WE WANT TO ACHIEVE

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THE BRIEF LEFT US WITH AN
ABSTRACT QUESTION
ABOUT LOCAL
COMMUNITIES AND FUTURE.

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 “Look at your life, look at what you wanna change, break it down to
the tiny behaviours and put them in the right spots. You don’t have to
amp up your motivation.”

BJ Fogg at TEDxFremont
3 KEY INSIGHTS WE FOUND
ABOUT FUTURE PLANNING

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 Insight 1:

ANXIETY OVER COMMITMENT TO LONG TERM

CHANGES

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 Insight 2

UNCERTAINTY OVER SUPPORT SYSTEMS THAT

ENABLE CHANGE

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Adding other graphs to
show a very dense
process
And finally...
Climate change Work ambition Economic inequality Deforestation COVID-19

Gas prices GMO’S Work life balance Fitness Wellbeing Animal welfare

Money Loans Mortgage My looks Self care Recycling

Work ambition Social justice Sustainability Motherhood

Employability
Urban safety

Savings Expenses

Career change Politics

1959 Volkswagen Beetle campaign by Doyle Dane Bernbach (DDB) agency
Believing in the power of small.
2019 IKEA’S campaign by Anomaly Ansterdam
2021 McDonald’s “Change a little, Change a lot” campaign by Leo Burnett
2012 Nike’s “Find your greatness campaign” by Wieden+Kennedy
Today I will...
So that tomorrow...
Daily step x Time = change
 Conclusion
improvements
https://www.onahazymorning.com/ikea-a-better-world-starts-at-home-global-cam
paign-photography

https://www.aaaa.org/timeline-event/vw-encourages-world-think-small/

https://twitter.com/vanikola/status/1400061145273180166
TODAY’S ACTION, YOUR TOMORROW
WoW Team 1 Presentation
Nov, 19th, Fri
THE BRIEF LEFT US WITH AN
ABSTRACT QUESTION ABOUT
LOCAL COMMUNITIES AND
FUTURE.

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Adding a background
picture of us holding
our heads...

IN THE FIRST FEW WEEKS, WE STRUGGLED TO NARROW

DOWN THE BRIEF. OUR CHALLENGE WAS TO MAKE IT MORE
TANGIBLE AND ACHIEVABLE WITHIN 7 WEEKS.

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 How we narrowed down the brief:

WHAT DOES ‘COLLECTIVE IMAGINATION’

REALLY MEAN TO US?

FOCUS ON EACH INDIVIDUAL NOT COMMUNITIES

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WHEN YOU PLAN BIG, IT SEEMS OVERWHELMING
AND IMPOSSIBLE TO ACHIEVE.
YOU DON’T KNOW WHERE TO START.
JUST LIKE OUR PROJECT... lol

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 “Look at your life, look at what you wanna change, break it down to
the tiny behaviours and put them in the right spots. You don’t have to
amp up your motivation.”

BJ Fogg at TEDxFremont
WE ENCOURAGE YOU TO PLAN SOMETHING VERY SIMPLE,
ACTIONABLE AND ACHIEVABLE. A SMALL ACTION YOU CAN
TAKE EVERYDAY.

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 YOU CAN’T SOLVE CLIMATE CHANGE TODAY,
BUT YOU CAN BRING YOUR OWN SHOPPING BAG
TO THE SHOP TODAY.

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YOU CAN’T LOSE 20KG WEIGHT TODAY,
BUT YOU CAN RUN 2KM TODAY.

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Another example here.

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SMALL step TODAY WOULD MAKE YOU ONE STEP CLOSER
TO YOUR TOMORROW.
Daily Step x Time = Change

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 Our POV:

YOUR step TODAY CREATE YOUR TOMORROW.

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Maybe we need to
think of a very simple
and short title for our
service

WE CREATED A PHRASE FOR AUDIENCE TO PARTICIPATE.

AND THIS PHRASE ITSELF WILL BE OUR SERVICE.

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Today I will ________ [simple daily action]
So that tomorrow ________ [goal / future / change]

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Today I will walk one more time around the block.
So that tomorrow I will have a healthier life.

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3 WAYS TO BRING IT TO LIFE

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 Prototype 1:
Today & Tomorrow Cards

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 Prototype 2:
Today & Tomorrow Wall

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 Prototype 3:
Today & Tomorrow Social Media Poll

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Conclusion/Improvement

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THANK YOU!
GRACIAS!
ARIGATO!