Rantaraitti as the heart of leisure activities

André Santos
Rahel Manurung
Riina Ruus-Prato
Shreya Kumar
Yuvin Ha
Yuze Wang

Designing for Services 2018

CoID Programme
2
Content

1. Project Overview 4

Background 5
Design Brief 6
Project Preparation 8

2. Research 10

Field Research 11
Understanding People 12

3. Analysis 14

Typology 16
Key Insights 17
Opportunities 20

4. Reframing 22

Goal 23
Study on Behavioural Change 24
Benchmarking 25

5. Concept Development 26

Five Concepts 28
Final Concept 34

6. Design Proposal 36

Service Value 40
User Journeys 41

Next step & Vision 42

3
1.
Project Overview
Create a grilling and campire network
along the Rantaraitti area

4
 1. PROJECT OVERVIEW

Background

Espoo, and Rantaraitti

The original brief was focused on Rantaraitti, a 40
km pathway along the waterfront of Espoo. In the
near future, it can be expected that the Rantaraitti
will have a lot more users due to the development
plan of the metro line and city bikes. The metro is
planned to reach Espoonlahti by 2025, connecting
Finnoo, Kaitaa, Soukka, Espoonlahti and Kivenlahti
to the current metro line. In spring 2018, city bikes
will also be introduced along the route of the West
Metro and possibly in Leppävaara. There will be
700 bikes in total, divided between 70 stations.
Both the metro and city bikes have the potential of
bringing more users to the Rantaraitti.

Current Issue
At the moment, there is no proper place for grilling
along the Rantaraitti. However, there are several Image 1 - Traces of grilling in Rantaraitti
traces of it happening. Since the unauthorized
grilling causes not only trash but also a safety
hazard if the ire is left unmonitored, the provision
of proper places for this purpose are required for
the city.

Image 2 - Traces of grilling in Rantaraitti

5
1. PROJECT OVERVIEW

Design Brief
Goal

In this context, the city of Espoo asked our team to create a grilling and campire network along the
Rantaraitti area.

666

Design Brief
Barriers
However, according to the original brief there were
some residents with a NIMBY attitude, decision-
makers who anticipate vandalism, and civil
servants who fear accidents and repercussions
against this topic.
1. PROJECT OVERVIEW
In order to implement this plan, it is necessary
to receive the support of the people mentioned
above. Before designing persuasive action plans
for a grilling network, we have to igure out what
residents and civil servants are actually concerned
about creating ireplaces and why.
7
1. PROJECT OVERVIEW

Project Preparations
Espoo Values

M M
M

M
M
M
M

The map of Rantaraitti

Before talking with residents and civil servants we
had to irst understand the values of Espoo and
Rantaraitti, as well as what people thought about
Rantaraitti. Espoo is known for its vast nature, and
residents as well as visitors often mention Nuuksio.
It is a safe city and has more families than Helsinki.
Espoo’s inclusiveness is also well-known to
everyone. Furthermore, Espoo is pursuing itself
on becoming an even more sustainable city.
Rantaraitti being a 40 kilometer long pathway,
unites the whole waterfront of Espoo. It has various
types of users and ofers a wonderful feel of nature
for its users while still being located close to the
city.

Nuuksio National Park Rantaraitti

8
 1. PROJECT OVERVIEW

Project Preparations
Stakeholders

We also identiied stakeholders with respect to the project as four diferent groups consisting of visitors,
residents, the city of Espoo and services.

RE
RS
O

SI
ELDERLY
T

DE
SI

NT
VI

S
TOURISTS
STUDENTS FAMILIES

LOCALS
TEENAGERS

RANTARAITTI
AREA
ENTREPRENEURS
BEACH
DEPARTMENT SHOPS
MAINTENANCE
STAFF RESTAURANTS
CAFES
ADVISORY
CI

BOARD
TY

S
CE
OF

ES TRANSPORTATION
VI

DEVELOPMENT R
PO
O TEAM SE

Image 3 - Stakeholders map

9
2.
Research
In order to understand the context and people, we did
research in various ways. We conducted a ield research,
interviews with people and the observation of actual
users. In addition, we even went grilling ourselves in a
service safari.

10
 2. RESEARCH

Field Research
We did a ield research to understand the actual
environment and ind possible areas to be
developed. We visited ive diferent areas along
the Rantaraitti: Haukilahti, Hyljelahti, Matinkylä,
Otaniemi and Soukka. Most areas in the west of
Matinkylä do not have much services along the
Rantaraitti. Areas like Hyljelahti and Soukka, have
a lot of empty spaces, parking lots and nature.
Although there are a lot of families living in these
areas, there are barely any services. On the other
hand, there were a lot of people cycling, jogging
and walking along the pathway while enjoying
the nature. We found that most houses had a grill
in their backyard. With this regard, the resident
whom we interviewed said she believes that it is
also due to the lack of a common space, “If there
was a communal space or open public facility
for gathering, like a park, it would be good for Image 4 - Otaniemi
the neighbourhood… People here are clean and
responsible, I’ve never seen an act of vandalism
here.”

Other areas such as Matinkylä and Haukilahti are

more concentrated with services, while more
people are visiting those areas. Otaniemi is also
a busy area because of the concentration of
students and workers. To conclude, Rantaraitti is
quite varied, with relatively few services scattered
around along its 40 kilometer length.
Image 5 - Soukka

Image 6 - Haukilahti

11
2. RESEARCH

Understanding The People

User Interviews

In total we interviewed 15 people: Espoo residents

Image 7 - Interviewing people in Haukilahti
(6), Tourists/visitors (3), Business owner (1), and
Students (5). We also posted a question on a
Facebook group, “Espoon Puskaradio” and got 31
responses. When we asked what the interviewees
thought about a possible grilling network, no one,
in fact, was against it, unlike what we had expected
based on the original brief. We found that actually
people support communal activities where they
can meet other people, socialize and spend time
together. However, most interviewees were worried
about the maintenance and possible vandalism.
Everyone who mentioned the fear of vandalism
brought up the youth of the area or foreigners and
immigrants. It seemed that the locals supposed
the youth was to blame for vandalism but people,
who were not speciically from that area, blamed
foreigners and immigrants for littering.

On the other hand, most of the visitors who were

Interviews not originally from Finland enjoyed grilling, but
they did not know the exact place where grilling
15 total was allowed. To grill outside, they had to go grilling
with the local people. The lack of signage and
Espoo residents (6) clear information about what is allowed to do and
Tourists/visitors (3) what is prohibited is obstructing visitors. They felt
Business owner (1) it would be nice if basic information, like how to
Students (5) make a ire and where the places for activities are
located, was provided.

Facebook In addition, we contacted several city employees to

understand the issues that they have to deal with
31 comments regarding this project. City workers were generally
positive on this topic contrary to our expectation,
“Puskaradio Espoo” group and had a lot of diferent viewpoints that we added
to our indings. However, It seemed that even inside
the organisations, civil servants did not fully know
what is allowed and who can follow up on questions.

12
 2. RESEARCH

Service Safari & Ethnography

Image 8 - Grilling user journey

To fully understand the needs and concerns

that people have and behaviour patterns
related to grilling outside, we felt it was not
enough to only talk to people. So we went
to Kuusijärvi in Vantaa with the two Finnish
families to get irst hand information. We
followed and observed them from planning
the journey, to going to the store and accessing
the place.

At the grilling place, we met another family

with similar aged children. After getting the
Image 9 - Grilling service safari
ire started, a fourth family stopped by quickly
as well. A sense of community was loating in
the air, while people were talking, exchanging
food and looking after the children all together.

13
3.
Analysis
When going through the indings, we noticed that there
were several concerns (both from the city and residents
side) regarding the grilling activity in Rantaraitti area.

14
 3. ANALYSIS

Themes
When going through the indings, we noticed that
there were several concerns (both from the city
and residents side) regarding the grilling activity
in Rantaraitti area. Since we gathered indings in
various ways including interviews, Facebook, and
observation, they needed to be to synthesized in
groups with common themes. By doing this, we
wanted to discover hypotheses that would allow
a design direction to be established based on the
associations. In the process of this, we identiied
four categories that would support our future
design intervention: “responsibility”, “maintenance”,
“sense of community” and “range of services”.
These were also topics that had come out in all
of the interviews. Vandalism was not a strong
enough concern on its own but rather people
feared vandalism as a consequence for the lack
of services, the lack of a sense of community, the
lack of maintenance and responsibility.

4
2 6
8

3 7
1
5

Image 10 - Themes that we gathered into clusters from the key indings of our research

1- Range of Services 5- Sense of Community

2- Maintenance 6- Environmental Effect
3- Responsibility 7- Accessibility
4- Safety 8- Usability

15
3. ANALYSIS

Typology
Based on all the indings we gathered, we built four types of users for the Rantaraitti:

outgoing

Oh, there’s a nice spot Need to buy groceries a

for a recreational week in advance.
activity!

spontaneous planner
careless caring

Walking along
Rantaraitti, minding my Hey, those people are
own business making a mess,
I must go stop it!

passerby

reserved

Image 11 - Four type of users in Rantaraitti

With all the indings we gathered, we identiied The passerby and sherif on the other hand do not
four types of users in the Rantaraitti based on their regularly take part in the activities.
value and behaviour patterns:
The “passerby” is just passing by in a careless way,
The “planner” is someone who is outgoing and minding his own business.
careful and happily goes grilling or does other
The “sherif” is careful and conscious of himself and
activities but wants to plan things in advance.
his surroundings. The sherif is willing to care for
The “spontaneous” instead is outgoing but carefree, the surrounding environment, monitoring others.
also happily doing activities but without the need
to know the schedule in advance, things happen if
they’re to happen.

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 3. ANALYSIS

Key Insights
Out of all the research we did, we got a lot of insights. Here are some that we thought were the most
important ones:

People shift the responsibility to The locals want people from outside
others in public spaces to take responsibility of the area as
well

“If we grill at home, we know we “Foreigners and immigrants are

have to clean it.” making a mess.”
University student in Iso Omena Respondent to a survey conducted by Espoo

It is very easy for people to shift the responsibility
in public places without feeling responsible for
common spaces.
This is a very strongly phrased quote but it came up
in diferent words several times. We learned that
it was not meant as a mean comment but rather
locals think that outsiders, meaning everyone who
is not from around the area, don’t know what to do
and how to act on Rantaraitti.

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3. ANALYSIS

Key Insights

People have their own solutions Residents know the area best

The husband uses knife to sharpen “A grilling place on the shore of

the end of the branches for making Matinkylä would be appreciated
skewers. not only amongst the youngsters
Observation but us oldies as well.””
Facebook Community ‘Espoon Puskaradio’

People are creative and ind solutions for
themselves. They have a lot of knowhow and
are willing to share it with others when ofered
the opportunity.
The residents know the area the best and
they have a lot of knowledge that they enjoy
sharing. Most times people seemed very
lattered when asked their opinion and often
they went very deeply into explaining it.

18

Key Insights
People want to have more leisure
options
“A sauna would be something a lot
of people have wanted for a long
time.”
Owner of Café Mellsten
Residents hope for services like a sauna
because at the present there are not enough
leisure options in the Rantaraitti area.
3. ANALYSIS
Users as a resource
“Nobody takes full responsibility
for the whole area”
“Need to ind a way to maintain
without much cost”
Civil Servant of City of Espoo
After talking to several civil servants, we
learned that no single organisation was taking
responsibility for the area as a whole and, at
the same time, there is no planned budget for
improvements, so solutions need to be very
low cost. While talking with the city people,
we came up with a very low cost idea of using
the Rantaraitti users as a resource.
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3. ANALYSIS

Opportunities
From the previous insights, we deined our drivers.

Since people easily liberate themselves from

1- Transfer the behaviour to people
responsibility or don’t know how to act in common
coming from outside.
spaces,
People shift the responsibility to others in public
why not make people feel spaces.

a sense of responsibility by 2- Make people feel more sense of

showing them the best way responsibility for maintenance.
to act? The locals want people from outside to take
responsibility of the area as well.

Since people have their own solutions that they

3- Empower people to build
enjoy sharing and locals know the area like the
communal spaces together.
back of their hand,
People have their own solutions.
why not give people the
power to build common 4- Exchange knowledge and
experience between locals/
spaces together to visitors.
share knowledge and Residents know the area best.

experiences with others?

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 3. ANALYSIS

Since people would like to have more leisure

5- Spontaneously enjoying
opportunities with less efort,
different leisure activities
why not enable easy and People want to have more leisure options
with less efort
spontaneous options for
leisure activities, sharing 6- Share the responsibility of
maintenance with users.
the responsibility of
Users as a resource.
maintenance with the
users of Rantaraitti?

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4.
Reframing
It became clear to us that the problem was not
the lack of grilling areas, but rather the behaviour of
people.

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 4. REFRAMING

Goal
After the research, it became clear to us that the
sole problem was not the lack of grilling areas but
rather the behaviour of people caused by the lack
of knowledge. They just do not know what is the
right way to behave, so they need to be guided and
taught on what to do. In addition, there was a lack
of a sense of responsibility and community. Once
we understood this, we reframed our brief: “We
are not designing grilling places. We use grilling
as a leverage point to nudge other recreational
activities.” Our goal is to design a new service
model that will change behaviour and transfer
knowledge through leisure activities. Therefore,
our aim is to design something that strengthens
the feel of responsibility and adds a feel of
community. Behavioural change here means
informing and naturally leading people to do a
variety of recreational activities in an appropriate
way.

Our goal is to design a new service model

that will change behaviour and transfer
knowledge through leisure activities.
RANTARAITTI
ACTIVITIES/SERVICES

GRILLING

Image 12 - Illustration of the reframed goal ฀

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4. REFRAMING

Study on Behavioural Change

To gain a deeper comprehension of designing for behaviour change, we did the desk research, among
which Dr. BJ Fogg’s behaviour model shows that three elements, which are motivation, ability and
triggers, must converge at the same time for a behaviour to occur. This helped us identify what prevents
people from performing certain behaviour. In order to get the ideas that we can apply to our project, we
investigated the subcomponents of each element shown in the picture.

Firstly, in terms of the motivation for the behaviour, The last one is triggers. Trigger means the moment
we need to consider what kind of pleasure, hope of sparking or prompting people. In our case,
or beneits people can get from doing grilling or informing or reminding people of the status of the
other activities in an appropriate way. According services and the importance of being responsible
to our interviews, grilling, sauna and other leisure for what to do with some design interventions,
activities are highly attracted by people and they for instance, the physical signages or digital
want to do communal activities in order to relax information system.
themselves, enjoy nature and feel more sense of
In conclusion, by referring to the behaviour model
community.
and trying to apply it to our project, we were able
The second element is ability. In order to perform a to form a clearer picture of what we are going to
certain behaviour, a person has to have the ability design in the later stages.
to do it. There are two paths of increasing the
ability, one is to train people and the other one is to
make the target behaviour easier to do. This gave
us inspiration that we might design a platform or
service supporting people to do activities, both
ofering people more options and minimizing the
cost and eforts of the city of Espoo.

24
 4. REFRAMING

Benchmarking
We did benchmarking to acquire more inspirations. What we got from the benchmarking was some
strong examples on behaviour change.

‘Yellow Carpet’ is from South Korea. To prevent

traic accidents involving especially children,
they coloured the sidewalk yellow to make the
crosswalk more visible for both pedestrians and
drivers.

‘Against Vandalism’ is from Spain, where the cost

efects of vandalism are shown efectively in euros.

The third example is from the UK where they found

that by showing big images of babies, people
acted in a more caring way.

25
5.
Concept
Development
After reframing we started to brainstorm ideas.
As a result, in total we got 30 initial ideas.

26
 5. CONCEPT DEVELOPMENT

Evaluation

Score
Criterial User Value City Value Service ValueC ity Efforts Cost

LowL Medium High ow Medium High LowH Medium High ighH Medium Low igh Medium Low

Opportunities

- responsibility - spontaneity - managable - build system (app, web or facilities) - build system (app, web or facilities) 10
1.Subscription - book / planning in advance - maintain system

- too wide area (no entrance)

2.Spots ticket - encourage people to do various
- collaboration 6
- more customers
activities

- a sense of community and contribution - share responsibility with residents - invite people
3.Local quotes - a sense of ownership - involve NIMBY people - facilitate workshop 10
- exchange the knowledge - potential to replicate - Online / Physical communication with residents

- easily manage the whole area

- familiar to use (similar to an existing
4.Co-management service) - report and suggest in an easy
- can be burden because of lots of data
- still need to care - signage 11
- involving people
way - a sense of community&contribution
- preventing vandalism

- marketing 6
5.Landmark - visibility of the place
- bring more people to the area

- give open space to interact 8

6.Highlight spot - lack of belonging
- preventing vandalism - make spot - material cost to build the space

- more restrict
7.Fake supervision - preventing vandalism 8
- have clean area

- engaging to explore more - make stamp & map

8.Stamp map - people come back - collaboration - stamp cost 8
- install & manage
- rewards
- a sense of ownership - less effort to build
- different group of people get together - low maintanence - prepare place & material 10
9.Co-building - people with common interest interact with each other - preventing vandalism - give permission to build
- material cost
- reward - a lot of human resource when scaling up
- a sense of responsibility/recognition/ownership
- different group of people get together - low maintanence - prepare place & material 10
10.Contributor boards - preventing vandalism - get permission to use faces
- material cost
- people with common interest interact with each other

- without preparation - encourage people to do various - build system (how to manage revenue)
11.Tool rent - convenient - collaboration - tools 10.5
activities
- spontainity

12.Tool locker 6

Image 13 - The result of evaluation of ideas

After reframing we started to brainstorm ideas. We evaluated the 12 remaining ideas by developing
As a result, in total we got 30 initial ideas. We ive criteria based on how much value the concept
combined some of the ideas as they addressed can bring to the three main stakeholders: the
the same issues in a similar way. By combining users, the city and the service owners. Eforts and
ideas we managed to narrow them down to 12. costs that the city needs to invest to implement
the concepts were also evaluated. We weighed
the values for the users, the city and the services
more heavily because we thought the value that
the idea would generate was more important than
the eforts.

27
5. CONCEPT DEVELOPMENT

Five Concepts
As a result of the idea evaluation, ive ideas scored clearly higher than the others:

1. Co-Reporting System 2. Local Services for Activities

3. Local Voice 4. Subscription

5. Communal Development

28
 5. CONCEPT DEVELOPMENT

1. Co-Reporting System
In the Co-Reporting System, every recreational spot is identiied with a speciic number, and users are
guided to report any problems they found directly to the maintenance team. And through this, the
responsibility for maintenance is shared with residents.

Each area and facilities has

its own address.

When the issue is resolved,

the city will give a feedback to
the resident who reported !

When people ind some

problems, they can easily
report them to the city via
SMS using the addresses.
When people have some ideas,
they can suggest them to the city
in the same way as well.
The city can easily monitor
the current condition of the
whole area. If the urgent issue is
found, the city takes an action!

Driver Description

Share the responsibility of A service system that enables

maintenance with residents. citizens to report issues and
suggestions in speciic areas.

29
 5. CONCEPT DEVELOPMENT

2. Local Services for Activities

Local Services for Activities aims to activate the local business by bringing renting service in, so that a
win-win situation is created by increasing convenience for users as well as booming the growth of local
business.

Grilling

Local
Services

Sauna

Swimming

Driver Description

Spontaneously enjoying different Local services cooperate with

leisure activities. the city, renting tools for various
leisure activities.

30
 5. CONCEPT DEVELOPMENT

3. Local Voice
Local Voice establishes a platform where people can write down tips which will be collected and
exhibited on signage. This enables local residents to transfer the behaviour to people from outside, and
exchange knowledge and experience with them.

The city creates

various types of signage
The city invites local residents to Residents designate speciic spots, by using those quotes.
the interactive website and the leaving tips and comments
ofline places via SNS. for those areas.

The city installs them

at the designated areas.

Driver Description

Transfer the behaviour to people The city creates a platform where

from outside. people share their knowledge and
ideas with others.
Exchange knowledge and
experience.

31
 5. CONCEPT DEVELOPMENT

4. Subscription
The Subscription focuses on establishing a service which includes a booking and rating system, so
people use the time as credits. Users can book in advance and if they are reported as not behaving very
well, certain amount of the time will be removed until they cannot use the service anymore. Users are
expected to feel and act more responsibly for maintenance to keep their reputation and credits.

Access the spot

following the guide.

Registered users get Launch the app, Choose the spot,

500 minutes. and Book the time .

If people get a negative

Users can give feedback, the minutes
feedback on the are deducted.
previous user.

After the family

left, the next user While enjoy grilling,
came to the place, 90 minutes are
and found it’s not deducted from the
cleaned well! account.

Driver Description

Make people feel more sense of Subscription model for grilling

responsibility for maintenance. that enables the users to book a
time and rate the previous user.

32
 5. CONCEPT DEVELOPMENT

5. Communal Development
The Communal Development concept aims at empowering people including students, residents, and
other volunteers to build communal spaces together, with the supervision of city workers, the process
of which will be documented and exhibited nearby the spots creating a sense of community and
responsibility.

The city takes place

the co-creation workshop,
inviting residents via SNS

After the space is made,

the contributors board, which shows
the process and participants,
is placed next to the space.

Participants are gathered, and create the

ireplaces in a way they have wished. The places
will have different themes such as grilling with
winter sports or kids-friendly grilling spot.

Driver Description

Empower people to build The city helps residents to create

communal spaces together. spots by themselves, exhibiting
the construction process.

33
5. CONCEPT DEVELOPMENT

Final Concept
We presented these ive ideas to our brief owner, Co-Reporting System
Suvi Kajamaa as well as to Niko Riepponen, an
Espoo city worker. They both gave us their opinions + Feedback system
from the city perspective.

- City effort
Generally, they showed a positive response on our
progress and they thought that most of our ideas
have a potential value to both the users and the
city. Most of their concerns were about the eforts Local Services for Activities
and costs the city might have to invest as well
as some technical issues of how to manage and + Cooperation with
process the overwhelming data.
local services
Comprehensively evaluated, the Local Voice and
the Local Services for Activities are considered to
have the most potential to be further developed.
On top of requiring less efort from the city to Local Voice
implement, the concepts also stand for strong
values. The concepts are based on the sharing + Low cost
of responsibility, knowledge and experiences, + Viable
which will add to the communal feeling that, at the
present, is missing from the Rantaraitti. They will
also lead to a more sustainable future of Espoo
city.

Subscription

+ Business
opportunity

- System
management

Communal Development

+ Espoo value

- Risk

34
 5. CONCEPT DEVELOPMENT

Local Services
Local
Services
for Activities
Sauna

Swimming

The two chosen ideas were merged into

The city invites local residents to
the interactive website and the
ofline places via SNS.
Yhteispot, our inal design proposal.
The city creates
various types of signage
Residents designate speciic spots, by using those quotes.
leaving tips and comments
for those areas

Local Voice
The city installs them

35
6.
Design Proposal
A collaborative service model named Yhteispot.
Residents share their knowledge and behaviour
with people from outside.

36
 6. DESIGN PROPOSAL

Yhteispot
We propose a collaborative service model named
Yhteispot. Yhteispot is a combination of the
Finnish word “Yhtei”, which means “to share” and
“together”, and the English word “spot”. The idea
behind the word “Yhteispot” is a communal place
where people get together and share knowledge
and experiences. Here is the link to the video,
which helps to understand how the service model
actually works and how it could look like:
The new service model allows the residents to
share their knowledge and behaviour with people
from outside. This enables visitors to understand
the local context and enjoy the area by accessing
Local Service points for example to rent tools
like grilling equipment. This close cooperation
between the city, residents, and services makes
Rantaraitti the heart of leisure activities.

https://www.youtube.com/watch?v=yXBlJkR6Lg4

Outside

Local

Service Knowledge
Point Transfer

Local
Residents

Image 14 - Illustration of the concept of the service model

37
6. DESIGN PROPOSAL

Yhteispot
The service model is built on two underlying opens an online platform to the public to collect
systems. The knowledge transferring system is an voices from residents, and selected ones are
online platform provided by the city, which allows installed by the city on the designated spots.
people to share their knowledge and experience
with others, creating a pool of knowledge. The city

Local Voice

Knowledge Transferring System

People share their knowledge

and experiences with others

rantaraitti-se
rvicemap

Koukkuniemenportti 1

better with trash.

Tero Tikkanen
Resident of Matinkylä

Voices gathered via online platform City selects and installs

38
 6. DESIGN PROPOSAL

Yhteispot
Meanwhile, Local Services for Activities, designed city collaborates with current services like cafes,
for people to rent tools to enjoy various activities, restaurants, and markets, providing the tools to
are made in two ways. The city of Espoo rents the owners.
empty spaces to new entrepreneurs who are
willing to run this business. At the same time, the

Local Services for Activities

Local Renting Service Point

Local services expand into Renting

Service Points, where people can
rent tools to enjoy activities

Empty spaces Entrepreneurs

Services
Items

39
6. DESIGN PROPOSAL

Service Value
Through this collaborative service model,
three diferent stakeholders are expected to
get beneits in their own way. By exchanging USERS
knowledge, users including visitors raise
awareness of what and how to do in the area,
and they could connect more to local context,
which promotes leisure activities.
- Raise awareness of how to do

The city can strengthen its connection with - Connect to local context
the residents and increase the leisure value in
Rantaraitti. From a service point of view, this - Promote leisure activities
service model brings more people into this
area, which leads to increasing customers,
and new business opportunities.

CITY OF ESPOO

- Strengthen connection with

residents

- Increase recreational value in

Rantaraitti

SERVICES

- More visitors, more customers

- New business opportunity

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 6. DESIGN PROPOSAL

Users Journey
This user journey map shows how it works in detail. The left side displays how the city collaborates with
users, new entrepreneurs, and current services in diferent ways. The right side is about the journeys of
four types of users we deined before. How each type of users can enjoy the area via this service model
is described below.

CITY USER
Plan Develop Apply Aware Plan Access Activities Wrap-up Leave

Learn from “local Clean and pack

Find residents/ Install sign Scenario 1 voice”, people’s
visitors Find it in service quotes or tips
points
Service Scenarios

Check quotes
and service
points via
Find entrepreneurs Build online Rent empty online platform
system space
Scenario 2
(get quotes/mark
Noticing it on Rent tools Return the tools, Share experience
service points)
social network go-pay-get-use Go to the closest Leave quotes
service service point &
return the tools

Contact the Provide tool kit

owners & Hire to service
Prepare items to Choose
summer jobs owners
bring transportion
Scenario 3 Recreational
Noticing it on the activities grilling/-
web page sauna/skiing etc.

City In collaboration with Typology of users

Service owners Entreprenuers Users spontaneous planner passerby sheriff

Image 15 - User Journeys

A spontaneous person came to Rantaraitti by
bicycle. He is riding a bike along the seashore, and
inds some interesting quotes, and gets interested
in activities. He drops by the nearest rental points
to rent tools, and enjoys various activities. After
the activities, he returns the tools to the nearest
service point, and shares his experience while
leaving from Rantaraitti.
Although the passerby does not take part in the
activities, the passerby’s journey works in similar
way to the spontaneous.
On the contrary, a planner regularly planning and
researching online found the online platform and
goes through the quotes and available service
points beforehand. The planner brings everything
by car, and using quotes captured before, directly
goes to the spots to enjoy activities. After the
activity, the planner shares the fresh indings with
other users.
The sherif, being caring and cautious of the
surroundings and pursuing a more sustainable
lifestyle, also uses the online platform to share the
knowledge with others and preserve his favorite
places. He always checks the online platform and
when he inds something new, he is willing to share
it via online platform.

41
6. DESIGN PROPOSAL

Next Step
When ilming the video for Yhteispot, we installed
three signage prototypes. People passing by
seemed very interested and smiled at the signs
and it was good to see a positive reaction. To
collect opinions on the proposed service model
from the locals, we posted the video to the
Facebook group, ‘Espoon Puskaradio’ again,
receiving only a few responses mostly concerning
the practicalities of the video. People thought that
the project prototype was already being released
by the city of Espoo and that the taxpayers money
was being spent on something without their
consent. Unfortunately,the concept idea itself was
not commented on at all.

For this reason, it is hard to say that the service

model is successfully prototyped. Therefore, the
design intervention still needs to be tested on a Image 16 - Prototype Sign 1
small scale to validate its efect and limits in the
intended place, situation and condition, while
allowing the users to experience the prototype.

Image 17 - Prototype Sign 2

Image 18 - Prototype Sign 3

42
 6. DESIGN PROPOSAL

Vision
After the initial testing on a small scale, some
changes might be made to improve the service
model based on the reactions and feedback
from the users. This then will extend in range,
linking together other activities, making a cluster
of services. Eventually, the service cluster, as a
template will be replicated to the whole Rantaraitti,
and the network of services and leisure experience
will be built on this.
path’, it is hard to get to by wheelchair or with a baby
stroller especially without a car. For this reason,
with the development of the collaborative service
model, Yhteispot in this case, the enhancement of
accessibility needs to be accompanied, through
which the Rantaraitti will eventually become the
heart of leisure activities in Espoo.

To conclude, the Rantaraitti, being near the city,

has the potential to be inclusive bringing all kinds
of diferent users (families, elderly, disabled, etc)
together. Also, the importance of the services
along Rantaraitti will increase further with the
inishing of the Metro line in 2025 and the arrival
of city bikes in the summer of 2018, all together
bringing in a vast number of users. In our research,
the accessibility came up several times while
interviewing people. People brought up the fact
that even in Nuuksio, where there is an ‘accessible

43
The Rantaraitti Team:
André Santos
Rahel Manurung
Riina Ruus-Prato
Shreya Kumar
Yuvin Ha
Yuze Wang

Designing for Services 2018

CoID Programme