SOCIAL INNOVATION

OPPORTUNITIES AND CHALLENGES FOR TOURISM SARAH DRUMMOND

WEARESNOOK.COM

@WEARESNOOK @RUFFLEMUFFIN

What is an authentic brand and experience of a place?

Tourism Slogans

Inside and outside looking

Launched in June 1983, The Glasgow's Miles Better

Campaign was one of the best promotions ever mounted by

a British city.

Can we put people at the heart of place?

“[tourist industry] do not pay much attention to the potential that the area may have for the development of tourism.

Instead they often market general attractions that are found in many areas, for example scenic factors, climatic conditions and cultural factors”

(Jensen, Mattsson and Sundbo, 2002:7)

We see people as assets in tourism and balance both

social and economic development of a place

“Gold Coast trying to sell themselves at the #CommonwealthGam

es closing ceremony very cringeworthy –

like a tacky Sea World presentation,”

- UK reporter William Watkinson.

Community Benefit Clauses

Community Benefit Clauses provide a means of achieving added value in public

procurement by building in a range of economic, environmental or social

conditions into contract specifications. Glasgow City Council has developed a

policy on Community Benefits, including a requirement for contractors to specify

benefits that will arise for social enterprises.

Delivering Community Benefits

Unity Enterprise is a social enterprise that operates a variety of services including community care, education, training, a travel agency, and cafes. Through this it provides opportunities to people experiencing disabilities or social disadvantage. Unity has been successful in securing a catering contract valued at £200k per year for two years, where it will serve more than 200 workers per day during the construction of the Glasgow NISA/ Velodrome. This contract has been secured by way of a Community Benefit Clause enacted by Glasgow City Council as part of the Commonwealth Games 2014 procurement.

We see people as assets in tourism, in place, in cities, in

communities, in countries

When developing experience we need to

consider both social and economic development

THE TOTAL

EXPERIENCESAY WOMAN SUPPORT SERVICE (2009)

STORYTELLING AND VISUALISATION

IRISS: ASSET MAPPING FOR PEOPLE CENTERED PLANNING I N HEALTH AND MENTAL WELL-BEING (2011)

PEOPLE

DUNCAN OF JORDANSTONE | LETTERS TO THE FUTURE (2008)

INVERT THE PYRAMID

TOOL UP EVERYONE TO CO-DESIGN THE FUTURE TOGETHER AND SHARE POWER

SNOOK MISSION

DESIGN BEAUTIFUL PUBLIC

SERVICES THAT COST LESS AND

WORK FOR PEOPLE

OUR PRINCIPLES

ENSURE ORGANISATIONS ARE EQUIPPED WITH THE TOOLS, MINDSET AND FRAMEWORKS TO CO-DESIGN GREAT EXPERIENCES

START UP STREET

DESIGNING A CITIZEN CENTERED PROCESS FOR URBAN REGENERATION

THE SOCIAL LAYER

Services Citizens

Local Authority Relationship Culture Plan

Social and economic impact

Sarah Drummond | #sdingov | @wearesnook

THE MATTER

SUPPORTING YOUNG PEOPLE TO DEVELOP EMPLOYABILITY SKILLS AND BECOME MORE CIVICALLY ENGAGED

CYCLEHACK IS A GLOBAL MOVEMENT ON A MISSION TO MAKE THE WORLD MORE SUSTAINABLE BY REDUCING THE BARRIERS TO CYCLING

CC Edinburghcyclechichttps://www.flickr.com/photos/edinburgh_cycle_chic/16482434651/

THE TOTAL EXPERIENCE

CC Chris Hillhttps://www.flickr.com/photos/chdot/7029860763

SARAHDRUMMOND

JOHANNAHOLTAN

MATTHEWLOWELL

WE START BY BREAKING DOWN BARRIERS

CC _ChrisUKhttps://www.flickr.com/photos/_chrisuk/6621449731

THE TOTAL EXPERIENCE

CC Chris Hillhttps://www.flickr.com/photos/chdot/7029860763

THE TOTAL EXPERIENCE

CC Chris Hillhttps://www.flickr.com/photos/chdot/7029860763

BREAK DOWN PROBLEM SOLVING AND MAKE IDEAS TANGIBLE FROM THE OUTSET

DESIGN PERSPECTIVE:USER CENTERED

DESIGN PERSPECTIVE:USER CENTERED

DESIGN PERSPECTIVE:PROTOTYPING

DESIGN PERSPECTIVE:PROTOTYPING

DEFINESynthesise research findings to outline customer needs, develop briefs, strategy and direction.

• FRAMING CUSTOMER INSIGHTS

• DEVELOP PROJECT BRIEFS & RECOMMENDATIONS

• ESTABLISH SERVICE & BRAND PRINCIPLES

Using ethnographic design research techniques to gain insight and understanding of a place and customer segment.

• UNDERSTANDING USERS NEEDS & BEHAVIOUR

• IDENTIFYING BARRIERS TO CYCLING

• RESEARCHING THE FUTURE OF CYCLING

Prototype new ideas by bringing them to life to test how products and services work with customer.

• CREATE IDEA MATRIX

• CO-DESIGN & USER TESTING

• RAPID PROTOTYPING & TESTING

Implement design outcomes and eveluate success. Build the final products and touchpoints.

• REFINE FINAL DESIGN

• EVALUATE SUSTAINABLE IMPACT

• ESTABLISH STRATEGY & FUTURE RECOMMENDATIONS

DISCOVER DEVELOP

“WE’RE LOOKING TO DEVELOP A CYCLE RENTAL SCHEME. WE NEED TO DESIGN THE SERVICE”

“WE WANT TO BE MORE INNOVATIVE WITHIN OUR ORGANISATION AND DEVELOP IDEAS FASTER.”

“WE’RE TRYING TO MAKE OUR CAPITAL MORE CYCLE FRIENDLY - HOW DO WE DO THIS?”

GOVERNMENT“WE WANT TO KNOW WHO URBAN CYCLISTS ARE IN OUR CITY,WHAT DO THEY NEED?”

CYCLING ORG

UNIVERSITY

CYCLING ORG

DISCOVER DEFINE DEVELOP DELIVER

DELIVER

48 HOUR EVENT TO DEVELOP PROTOTYPECYCLEHACKS

DEFINEDISCOVER

PRE - HACK

DELIVERDEVELOP

“For me, Cyclehack is about bringing together lots of heads who all equally have their own experiences and ideas, and bridging this with design talent to make ideas become a reality.”

Sarah Drummond, Glasgow

“In a city with no infrastructure for cycling at all, a few cycling enthusiast are braving the multiple barriers and opting for their bicycles. Beirut CycleHack is a much needed initiative to offer the opportunity to strengthen the cycling community and give them a space to create their own solutions and expand their efforts.”

Public Interest Design Levant, Global Partner, Beirut

“It was a wonderful experience to assemble some of Melbourne’s cycling enthusiasts, entrepreneurs, designers and decision makers under a one roof for 48 hours. Throughout the weekend we identified barriers to cycling, and we were extremely honoured to see all participants working together for a common goal, a bike friendly city.”

Jani Modig, Global PartnerMelbourne

MELBOURNE

BEIRUT

GLASGOW

TOOLING UP CITIZENS- A TWO WHEELED CITIZENSHIP

PHYSICAL DIGITAL CAMPAIGN/EVENT POLICY LOCAL PLAN

CYCLEHACK:PHYSICAL

THE TOTAL EXPERIENCE

CC Chris Hillhttps://www.flickr.com/photos/chdot/7029860763

CYCLEHACK:PHYSICAL

CYCLEHACK:SERVICE DESIGN

CYCLEHACK:DIGITAL

CYCLEHACK:PHYSICAL / CAMPAIGN

CYCLEHACK:PHYSICAL

CYCLEHACK:PHYSICAL / DIGITAL

CYCLEHACK:INFRASTRUCTURE / LOCAL PLAN

CYCLEHACK:SERVICE DESIGN / LOCAL PLAN

CYCLEHACK:CAMPAIGN

http://cyclehack.com

URBANPROTOTYPING

URBANPROTOTYPING

MacBook Pro

SUBMIT HACKSEE HACKS

LO CA TIONHA CK T YP E

SUBMIT HACK

LO CA TIONHA CK T YP E

Cyclehacks from all over the world, in

one place.

Hi John | Sign out

DID CYCLEHACK ENCOURAGE YOU TO CYCLE MORE?

50%SAID YES

HAVE YOU BEEN TO A HACK EVENT BEFORE?

63%SAID NO

53% 47%

CYCLEHACK2015

52 cities signed up interest25 confirmed are running5 continents

CYCLEHACKSOCIALS | EDINBURGH

MacBook Pro

Name of HackCyclehack: 023Submitted by: Joel32San Francisco

Name of HackCyclehack: 023Submitted by: Joel32San Francisco

CYCLEHACK19TH TO 21ST JUNE 2015 cyclehack.com

CROWDSOURCING VISION

OPEN SOURCE CATALOGUE OF LETTERS TO THE FUTURE OF SCOTLAND

We are in the uncomfortable complexity of balancing

chaos

System Design Service Design

Strategic Design Education

Policy Skill building

Vision and action

Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no

content. Alibaba, the most valuable retailer, has no inventory. And Airbnb,

the world’s largest accommodation provider, owns no real estate.

Something interesting is happening.

"It’s a lesson that other companies pondering the move away from search and toward social discovery, would do well to emulate.” Fast Company 2012, on Air Bnb creating wish lists

LOOK AT WHAT ASSETS A PLACE HAS

THINK IN TOTAL JOURNEYS

CONSIDER THE LOCAL ENVIRONMENT

CO-PRODUCE EXPERIENCES

BALANCE SOCIAL AND ECONOMIC PRIORITIES

"GIVE PEOPLE TOOLS THAT GUARANTEE THEIR RIGHT

TO WORK WITH INDEPENDENT EFFICIENCY.”

- IVAN ILLICH

THANKS FOR LISTENING

Sarah Drummond

@rufflemuffin @wearesnook

rufflemuffin.org wearesnook.com

cyclehack.com dearestscotland.com