Mikhail Belyaev | Aventica Yegor Korobeynikov | Aventica

City as a service: how to design new urban experience

October 3nd, New York City

Competition for human capital among cities has become the key driver for development today

AttrAction centres

UsA 3,6m1,1 %

isrAel 220k2,8 %

rUssiA 400k0,3 %

chinA 2m

0,3 %

indiA 2,8m

0,22 %

GermAny 950k1,1 %

GreAt BritAin

860k1,3 %

exAmple

Competition for IT-specialists chUrn centres

the percentAGe of popUlAtion employed in it

%

Global competition for high-skilled professionals

International migration

Every 7th person on Earth is a migrant

Aging

For every new person entering the job market there are two — retiring

Berlin Dubai Dublin

Today cities, not states compete for people

Patterns and expectations

The way people use city is changing faster than cities themselves

Cities absorb best business practices and tools

And now it’s high time for service design

CrowdsourcingCompetitive analysis

Strategy and

planning

Segmentation Branding

Some cities started to apply service design to improve certain urban

practices

demAnd-BAsed AdjUstment of metered pArkinG sAn frAncisco

holistic ApproAch to pUBlic spAces mAnAGementnyc, chicAGo

Welcome experience in Berlin mUseUm of nAtUrAl history

resident-centred development london

pUBlic trAnsport inteGrAtion And service improvements seoUl

Meanwhile in Russia

All-inclUsive cArshArinG moscoW

Active citizen moscoW

my docUments rUssiA

croWdsoUrced reportinG pUBlic Utilities issUes moscoW

moscoW WAyfindinG system

City is not about functions and even services

City itself is a service

Functional approach

commUnicAtions

commUnicAtions

trAnsport

trAnsport

UrBAn desiGn

UrBAn desiGn

pUBlic spAces

pUBlic spAces

pUBlic Utilities

pUBlic Utilities

Experience-based approach

Innopolis

Innopolis is the first Russian city with the

service model in its heart

How to respond to numerous challenges

using customer experience and service design tools?

Think about the city as a startup

Discover Build Measure Learn

Challenge: how to attract high-skilled professionals

to the city without anything

mAcro-level

Approach: future residents segmentation via personas and

lifetime scenarios analysis

innopolis

kAzAn

perm

novosiBirsk

sUrGUt

moscoW

voloGdA

kAlininGrAd

Creating vision for ideal city never being there before

Verbal and image associations

Market Research Online Community

Photo collages of their own and

ideal cities

Set comparison

Thematic apperception test

Collective citizen journey and

mind-mapping

Brainstorming

Personas

Ideal residents

True companions

Willy-nilly residents

VisitorsEmployeesStudents Service staff

Willy-nilly residentsEmployeesService staff

Ideal residentsTrue companionsWilly-nilly residentsStudentsEmployeesService staffVisitors

Service staff

Citizen journey for newcomers

1leArns ABoUt the city

2visits the city for the first time

3considers movinG to the city, looks for A joB And AccommodAtion

4moves to the city

5sets Up home, ArrAnGes formAlities And dAily roUtine

6Works, relAxes, develops personAlly And professionAlly

7pArticipAtes in city development, recommends the city to his/her friends

8chAnGes residence

Solution: Services for visiting city and making

process of relocation easy for each persona

Citizen journey for newcomers

1leArns ABoUt the city

2visits the city for the first time

3considers movinG to the city, looks for A joB And AccommodAtion

4moves to the city

5sets Up home, ArrAnGes formAlities And dAily roUtine

6Works, relAxes, develops personAlly And professionAlly

7pArticipAtes in city development, recommends the city to his/her friends

8chAnGes residence

innomediAroAdshoW innopolis id

innopolis Weekend 10 000 resUme

innopolis plUG-And-plAy

Challenge: how to develop infrastructure and services in the city without enough

residents

mid-level

City services mapBasic

servicesEntertainment

servicesUrban

environmentCommunication

services•

shops•

domestic services

•kinderGArtens /

schools•

heAlthcAre And BeAUty

•sAfety

•pUBlic spAces

•trAnsport

•WAste

collection•

UrBAn desiGn

•pUBlic

Utilities

•events

•cinemA

•cAfés And

restAUrAnts•

sports•

volUnteerinG

•needs And inqUiries

•feedBAck

•notificAtions

•civic

enGAGement•

monitorinG

Approach: demand analysis and product-market fit

Solution: “cloud” infrastructure on-demand

Concierge Service

unified interface of interaction

functional silos demolition

revealing actual needs and gathering

feedback

Citizen journey for newcomers

1leArns ABoUt the city

2visits the city for the first time

3considers movinG to the city, looks for A joB And AccommodAtion

4moves to the city

5sets Up home, ArrAnGes formAlities And dAily roUtine

6Works, relAxes, develops personAlly And professionAlly

7pArticipAtes in city development, recommends the city to his/her friends

8chAnGes residence

myinnopolis.rU365 eventsrestAUrAnt WeekmeetUps And Workshops

concierGe servicecity in the pocket

Challenge: create day-to-day experience in a wide

range of touchpoints, that exceeds expectations

micro-level

Insights

parents want to know when

their child came to school

parents want to be sure that their child has

had lunch

children want to keep their money from

seniors

parents want to be sure that

their child hasn’t lost his/her

pocket money

Solution: “Palms” project for contactless payment in canteen, that is delivered by Sberbank, the biggest bank in Eastern and Central Europe (70M clients)

project “pAlms”

What is an urban experience?

Holistic perception of personal interaction

with urban environment, people and services, both

physically and digitally

Urban Experience Design Approach

toUch point

hUB

dAtA dAtAdAtA

joUrney AnAlysis

joUrney AnAlysis

frActAl citizen

joUrney

UrBAn AnAlytics

se

Gm

en

t o

ne

se

Gm

en

t t

Wo

4 layers of urban experience

information and data

Services

Physical realm

Social interactions

Fractal citizen journey

macro

stAGe 1 stAGe 2 stAGe 3

mid

micro

Touchpoint hub

Urban data set

noW

Focus groupsSurveysTemporary useCitizen journey mapsKPIsTelegramCrowdsourcingConcierge service inquiriesEthnographyAnthropologyBenchmarkingWeb analyticsBusiness casesImpact analysis

UpcominG

CCTVBuilt-in analyticsSensorsMobile operators dataBank transaction data

Journey Analysis

KPIsuse casebusiness caseimpact analysis

Urban experience design aims to transform the city for anyone to the city for

everyone