out of oblo - November 2024
A month of forums, conventions and expositions to present our work, meet inspiring people and share ideas and processes - on top of project deliveries 🫠
November has been accelerating the amount of projects we are working on and the diversity of topics and ideas we are researching and exploring. Plus, we welcomed a new studio pet and confirmed the benefits of cuddles in the middle of the day. Somehow we also already know where we are going to have our holiday studio lunch and now we are ready for our monthly recap.
Speaking about service design and healthcare
On November 11th Roberta Tassi opened the convention Service for Care, Care for Services at the hospital Policlinico Sant’Orsola in Bologna. The convention gave the opportunity to various roles working in the hospital to meet external experts, who came to share case studies and best practices related to designing positive interactions and experiences for patients and healthcare professionals. The need to put the person at the center was the mantra for the day, with interesting reflections and conversations around the diverse needs that patients may have - especially considering the variety of backgrounds and cultures the hospital in Bologna is serving these days.
Roberta talked about our recent experience with Yes Milano, using ethnographic research to decode existing biases in shaping welcome services for foreigners. Then showed examples of patients’ journeys, maps, and blueprints that help make sense of complex experiences and processes (and identify how/where to intervene). Finally, the history of our collaboration with Doctors Without Borders was a helpful support to share considerations on approachable and sustainable ways to integrate service design in everyday work.
Meeting futurists at Dubai Future Forum
This month Yulya Besplemennova flew to Dubai to meet with expert futurists and discover more about what developments we could expect in the next 5-10 years. Those expert interviews are part of a broader research we are conducting for a tech client, to better understand which megatrends could impact their work - and help internal teams organize next year’s work-streams. The Forum provided the opportunity to easily reach out to futurists coming from all parts of the world, and expose ourselves to a variety of opinions and perspectives related to the evolutions of behaviors, society, and technology.
One of Yulya’s favorites was the interview with Riel Miller, Former Head of UNESCO Future Literacy, who walked her through valuable considerations on the over-production of data, and how it affects the individual and collective process of knowledge creation: “Instead of creating gardens that we could cultivate, we’ve created a messy, dark, low-quality world”. How might tech companies support users to feel empowered by all the content they create, instead of this overwhelming effect of data excess?
Introducing AI to small-medium enterprises
We wrapped up our Service Design Coaching Program with startups in Sardegna, a moment filled with inspiration as participants showcased how their ideas evolved throughout the journey.
To wrap up the program with a forward-looking perspective, Roberta Tassi introduced the transformative potential of AI in service design. She explained how introducing AI-based touchpoints can redefine interaction paradigms across the supply chain, from enhancing user interactions to optimizing back-end operations. Fabio Ferrari from Ammagamma (part of Accenture) emphasized the necessity of blending scientific and humanistic approaches to make AI-solutions truly impactful. While the humanistic perspective ensures well-structured, contextually relevant data, it can sometimes lack functionality. On the other side, the scientific approach often delivers high-quality, functional data but risks being detached from real-world applications. The key, as Fabio highlighted, is a balanced integration of these approaches to create services that are both effective and grounded in their context.
AI is not just a buzzword but a transformative force reshaping how companies approach work and adapt to change. Its impact spans both user experience and organizational strategy, making it a key focus of our practice. Yulya Besplemennova has been exploring this area in depth for years, sharing her latest insights at events like the Service Design Advanced Masterclass at Talent Garden.
Launching the redesign of a water management software
Earlier this month IDEA (part of Aquanexa) unveiled the redesigned SCADA software, a solution dedicated to managing large water networks, at the Ecomondo Green Technology Exposition. This redesign was a research-driven project aimed at optimizing the real-world processes of companies managing extensive water systems. Over the past year, we worked in sprints, beginning with an in-depth analysis of the context and workflows of companies using the software. This included conducting contextual interviews with three of the largest water management companies in northern Italy.
We identified key challenges in processing large volumes of data, prioritizing critical information, reducing false positives, and ensuring users can quickly find what they need. To address these, we restructured the information architecture, creating a cohesive digital space that minimizes cognitive load, streamlines information and enhances interface clarity.
For overseers managing large water networks, the redesign focused on allowing control room operators to quickly analyze RTU trends and assess operational needs. They can then find the contact information for field operators and schedule or pause data input, either for the entire plant or specific points. Communication between operators is simplified with dedicated notifications and a detailed history section. The interface is also optimized for various lighting conditions, with a streamlined architecture that helps users quickly find the information they need.
Getting inspired by the new branding and digital experience of Politecnico di Milano, by Sketchin
November’s Service Design Meets featured a case study on the collaboration between Sketchin and Politecnico di Milano to redesign their digital experience, resulting in a new brand identity and design system that transformed Polimi’s entire ecosystem. Despite a tight timeline and one of the most packed Gantt charts we’ve ever seen, the project exceeded expectations by seamlessly integrating the brand redesign with the digital experience—making many Polimi fans very happy (:
The main challenge was creating a flexible brand system adaptable to hundreds of groups and associations within Politecnico di Milano. Sketchin’s team embraced a generative approach, viewing design not as a fixed deliverable but as a living system that will evolve alongside Politecnico. We found that much like our own experience, involving key stakeholders throughout the design process is essential to ensuring adoption after the project’s completion. Co-designing and engaging stakeholders helped the internal team take ownership of the system, enabling it to continue its growth independently.
Thank you Elena Zordan, Maria Grazia Cilenti, and Umberto Tolino for sharing with us this project and the behind-the-scenes, and congratulations on this huge achievement.
If you didn’t catch it, here’s the event’s recording on our YouTube channel.
It’s all for this month, see you soon!
Anything you want to discuss with us? You can book a 30 min call or drop us a line.
Enjoy December,
oblo team