How can we use design to help co-create a “smart,” interdependent community through group engagement and communication?
Rotherhithe
is a small, cozy village town unique to the rest of London? As living testaments to the past, the Mayflower Pub and the Brunel Museum show a strong historical presence in the city.
Research
The team began the project by observing Rotherhithe from a distance. The group walked around, took pictures, and entered restaurants and shops. The team researched the area and started getting involved on social media.
The next step for the team is to build relationships with the locals. The team interviewed many people from the community to learn about daily routines, criticisms, likes/dislikes, hubs, and frequented places to get comprehensive data for future analysis. Interviews were critical because the Rotherhithe community is protective of the town. Although they love people, they are also aware of newcomers.
Social Media
became a huge factor in our project. The team was able to get connected with very involved community members and a couple of community groups with the passion to build a better community. They basically became the mentors for the rest of the project.
The Execution
The team put together presentations to exhibit the findings and analysis and held a pop-up event to display the sample work for potential design ideas or events in the community.
Interviewing the community was an important part of this project, not only because it is a great research tool but also because it was a way for members to develop relationships and get involved. The team formed a great relationship with the community organization ‘SE16’ who were invaluable to us. Above are personas to represent some of those interviews.
Map + Networks
The team visited the key areas in Rotherhithe to interview locals, non-locals, and businesses about its community. Members found that there were divisions between different groups, like the original docking community and the incoming professionals.
The team engaged the community by asking for their opinions and comments. The Rotherhithe community responded strongly on Twitter to content that had to do with local establishments.
Review + Analyze
The team developed personas, networks, and design opportunities and redefined the brief, ensuring the information and next steps were on target and fit in with the insights. Mapping out and connecting the adjectives, places, people, and problem areas was crucial for making insights.
Test + Engage + Share
Once the logos were prepared, the team posted options on Twitter to get feedback and public opinions. The followers responded favorably and the majority chose blue for the team.
Unexpected Benefit
Some followers responded with adjectives describing the options and compared them to London elements. Example: “I like the blue nautical one.” or “I know this is odd, but the orange one reminds me of the overground sign and it is somehow comforting.”
Additional Branding Development
With these responses, we felt confident enough to finish our branding. We decided to push the plus sign as much as possible. We realized it could be beneficial in advertising for potential products and services as well.
Branding + Context
The team drew inspiration from the graphics uncovered around Rotherhithe. The branding had to fit in with what was happening in town and be approachable because of Rotherhithe’s strong identity. The first attempt at branding was a wave pattern in the plus sign. The name “Rotherhithe+” suggested that the team’s mission is to add positive things to the community, and by leaving the name open, the team could add different characteristics to the project.
Branding + Context
The team had to make decisions on what would be the best way to represent the probes graphically. They needed to be clear and straightforward and avoid using design jargon that participants may not understand.
Final Probes + Pamphlets
In the first probe, when participants are paired with sticker dots that signify how long the participant has lived/been in Rotherhithe, the team can analyze social patterns and different demographics between local hubs, stores, and areas. The second probe gathers insights from the participant on other factors about Rotherhithe.
The team then created a probe to gather personality characteristics to develop the personas and understand Rotherhithe more in-depth. It also provided the team insights into the attitude towards change in the area. Then the group provided pamphlets with our work so far with this project to keep the community in the loop.
Test + Engage + Share
Near the beginning of the research, the group reached out to the SE16 community group as a potential partner and shareholder to collaborate on potential services for the Rotherhithe Community.
Currently, SE16 is organizing an event in Rotherhithe called The Big Lunch, and their meetings are held every two weeks at different locations in Rotherhithe.
The team wanted to host an event that welcomed the community to engage in research probes. With SE16’s support, the group hosted a prequel to a Big Lunch meeting at the Ship Restaurant.
Insights
The team realized that Rotherhithe's active members were devoted but limited through the research probes, particularly the social network branding and the probe event at the Ship. Outside of those associated with SE16, who are mainly business owners in Rotherhithe, not many people engage in the community as those affiliated with SE16 do. The team felt the community was underrepresented and realized it could be improved with SE16’s help.
Problems
Divisions in demographics/potential players, lack of communication and engagement, and lack of awareness and acknowledgment.
Opportunities
Starting mutual dialogues between players, decentralizing communication and activity in Rotherhithe, working with existing community groups to create a genuine and lasting result, and creating a more active and engaged community.
PRODUCTS + SERVICES
Through our co-created services and products, different demographics of the local community can come together and start conversations on how to create a “smarter city”
Coupon Book
A coupon book in Rotherhithe would get community members out of their bubbles and into some of the establishments they may not frequent very often. Featured in the coupon book would be deals for all sorts of restaurants, cafés, and businesses throughout Rotherhithe.
Price: £10.00
Available in all Rotherhithe markets and restaurants. Rotherhithe residents will receive 15% off.
Food + Beverage Branding
In Rotherhithe, pub culture runs deeply in the roots of the docker community. Recently, with the revival of the Mayflower Pub, the docker community, and the young professional community have been mixed. Rotherhithe+ has created hand-brewed beer available in Mayflower, The Ship, and The Angel. Buy Rotherhithe’s beer, and look to the booth next to you for some conversation.
Price: £8.00
Locally brewed. Limited supply. 10% of profits are given back to the community.
Historical Mapping
New demographics are moving into Rotherhithe, and the community is worried it may lose its historical identity. This mapping allows newcomers to see and read what Rotherhithe is about wherever they go.
The project would collaborate with primary students in the area to compile historical information about Rotherhithe from community members and institutions like the Brunel Museum to create a temporary, site-specific mural organizing and visualizing the research. Messages would be painted throughout the area on the pavement and walls with fun facts and quotes.
Location: Rotherhithe Albion Street
Date: July 1st 2015 - July 31st 2015
Sponsors: Time Out London, University of the Arts London,
Event Partners: LIMA, ArtFund
Storybook
The Rotherhithe+ will collaborate with Rotherhithe Primary School to co-create a storybook about the History of Rotherhithe for young children. Each class will come up with an individual story that will be put into the storybook. The storybook will be published by the Darley Anderson Children’s Book Agency Ltd and turned into illustrations by artist Alexandra Ball. Ball has worked with National Geographic Learning, and her style is heavily influenced by nature and the four seasons, making her an ideal candidate for this project.
Price: £5.00
Shipping: Worldwide from England
Available in all Rotherhithe local stores and select London bookstores.
All students and Staff in Rotherhithe Primary School will receive a free copy. 50% of the profit will support the Rotherhithe Primary School.
The Big Lunch
Rotherhithe+ wants to use this second Big Lunch event to encourage the community to interact with each other.
This event would use community volunteers, so there is a consistent message of neighbors helping neighbors, old and new. We are a tool by the community, with the community, for the community.
Budget: Free
Location: Rotherhithe Albion Street
Date: July 10th, 2015
Free food + Free drinks + Meet new friends
Rotherhithe Triathlon
The event includes swimming from across the Thames, biking through the tunnel, and running down Albion Street, to name a few routes. It allows for bringing awareness and creating involvement through signs, flyers, and food contributions. Community topics will be presented along the road for the runners and bystanders to consider.
Budget: Free
Biking: Rotherhithe Tunnel
Marathon: Albion Street
Swimming: Thames
Date: July 1st, 2015
Free water and energy bars will be provided for athletes! Food will be available for purchase for observers.
