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RDS 2018
ROBERTA TASSI & YULYA BESPLEMENNOVA
System Thinking
for Service Design
WHY WE ARE HERE
RDS 2018
WHY WE ARE HERE
RDS 2018
RDS 2018
WHY WE ARE HERE
WHY WE ARE HERE
ANAB JAIN
We need more than
human-centered design 

to deal with future
transformations
RDS 2018
SYSTEMS THINKING THEORY
Karl Ludwig von Bertalanffy
understanding of living
organisms
RDS 2018
Norbert Wiener’s model of
an organization as an
adaptive system
Benjamin Brutton 

The Stack: On software
and sovereignty
RDS 2018
INTERCONNECTIONS PURPOSE
2. 3.
ELEMENT
1.
SYSTEMS THINKING GRAMMAR
RDS 2018
we need to observe
systems in dynamics to
better understand their
behaviour and how they
can evolve over time
RDS 2018
EVOLVING PERSONAS
From static to
dynamic personas 



Set potential end-states
and work on the evolution
and transformation of
behaviours over time
EVOLVING PERSONAS
RDS 2018
THE CHALLENGE
57%5% 14%
RDS 2018
THE CHALLENGE
RDS 2018
THE OUTCOMES
RDS 2018
SYSTEM THINKING PER IL SERVICE DESIGN
THE OUTCOMES
THE OUTCOMES
e.g. What would
prevent them
from becoming
aware?
e.g. What would
help them
become aware?
RDS 2018
RDS 2018
we need to understand
the interconnectedness
of a given system, its
subsystems and other
external systems
RDS 2018
EVOLVING SYSTEM MAPS
From connections
to system loops


Map the interconnections
between all the roles
involved as a giving/
receiving relationship
RDS 2018
EVOLVING SYSTEM MAPS
EVOLVING SYSTEM MAPS
RDS 2018
THE CHALLENGE
THE CHALLENGE
RDS 2018
THE PROCESS
RDS 2018
THE PROCESS Versamento della
tassa di soggiorno
Dichiarazione
dei flussi turistici
Registrazione
degli alloggiati
COMUNE
QUESTURA
REGIONE
RDS 2018
THE OUTCOMES Versamento della
tassa di soggiorno
Registrazione
degli alloggiati
Trasferimento dati
a fine ISTAT
RDS 2018
RDS 2018
we need to focus on the long-
term consequences of what
we do, and of the externalities
that were not taken care off in
the previous solutions.
EVOLVING PROJECT ROADMAPS
RDS 2018
From project to
process outcomes


Consider all the
opportunities you have
to generate value
along the journey
RDS 2018
EVOLVING PROJECT ROADMAPS
THE CHALLENGE
RDS 2018
THE CHALLENGE
RDS 2018
THE PROCESS
RDS 2018
THE PROCESS
RDS 2018
THE OUTCOMES
“Now I can go
back to my people
and teach them
what I’ve learnt on
fire prevention
and response”
J. FROM KHAYELITSHA
RDS 2018
THE OUTCOMES
RDS 2018
RDS 2018
DYNAMIC PERSONASSYSTEM THINKING FOR SERVICE DESIGN
RDS 2018
PERSONAS
SYSTEM MAPS
ROADMAPS
YOUR CALL!
RDS 2018
THANKS
www.oblo.design

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