Over six weeks, we developed the service through multiple iterations, employing a lean process with various service design tools. The concept evolved through rapid research and prototyping to make the most of our limited time and ensure an evidence-based outcome.
February 2024 - March 2024
Service Design
ParkPals is a service that provides toolkits through schools for families to spend time engaging with green spaces and building connections within the family.
It’s 2030, 80% of Charnwood local families spend their free time engaging with nature locally, building family bonds, and developing children’s self-esteem, emotional well-being and appreciation for wildlife.
Summary
As the process was non-linear, the details below outline our general approach. The tools served as a living document, continuously revised as we progressed.
Diagram summarising the process throughout the weeks, including tools used and iterations.
Research
Secondary research
Initially, we did secondary research by looking into reports, Co-op data, and other online sources to better understand our problem space. Further online research was done to verify our assumptions.
Primary Research
We went to Queen’s and Southfield Park in Loughborough for our design safari, to immerse ourselves in the experience of using public parks with one more popular and one less. Through observation and documentation, we gained insights into the problem space and opportunities, including safety concerns and the lack of attractions in some parks
Examples of secondary research notes with highlights and post-its of key ideas.
Images from park observation during design safari, with notes categorised into type of object found.
Prototyping
Our research and prototyping were guided by key questions, with critical ones prioritised using assumption mapping. These questions shaped our prototyping approach and informed what to ask participants.
Throughout the project, we have engaged with three different groups of people; parents, a Council Grants and Funding Officer, and The Outdoor Club CIC. We showed them a storyboard and two activity mock-ups, gathering valuable insights into motivations, pain points, real-world context, and practicality of the activity design.
Additionally, we created a lo-fi video prototype by filming teammates acting out a scenario in just 15 minutes. This rapid, efficient tool allowed us to explore how our service could integrate into users' lives from their perspective.
Assumption map and example of questions asked during the prototyping with parents.
Prototyping session with parents, activities from the initial mock-up, and notes taken from the sessions
Scenes from the lo-fi video prototype.
Key findings
Parents' Motivations
Desire meaningful, positive time with children that balances outdoor learning, exercise, and relaxation.
Parents want to follow what their children want otherwise it will be more difficult for them to manage the upset child.
They described doing tasks with children from school. This is therefore seen as acceptable by them.
Children's Motivations
Enjoy exploring, collecting items, and completing achievable tasks, often viewing outdoor activities as part of a story or adventure.
They are drawn to rewards and the feeling of progression through tasks, which keeps them engaged.
Pain Points
Lack of planning for outdoor time and difficulty in preparing for going out (e.g., getting kids ready, packing items).
Concern about cleanup after messy play and risk of items getting lost.
Struggle with being tired, especially after work, which impacts time and engagement.
Challenges with leading outdoor activities, preferring children to learn by doing or take the lead.
Mapping the system
Gigamapping
We mapped various elements within the system, drew connections, and set the boundary. This helped us visualise connections between elements and see the system as a whole but with a scope. Through ZIP analysis, we discovered a great opportunity to collaborate with schools in some way to deliver our service and consider school term times.
Stakeholder and ecosystem mapping
We brainstormed key stakeholders, including users and organizations at both primary and broader levels. We also mapped out the ecosystem to clarify their collaboration in the real-world context. This process guided our B-B-C (Council–ParkPals–Customer) business model and revealed opportunities for local businesses as touchpoints.
Developing the details
We used various tools to shape our service to be practical and meaningful. The business canvas and service blueprint helped us dive deeper into backstage elements and the role of external organisations. Additionally, the canvas and value proposition ensured our offerings aligned with our vision and stakeholder benefits.
Social business model canvas
Value proposition and value flow mapping
Development of our service blueprint
Our vision
We believe we can ensure all Charnwood families have the tools to engage with nature easily, utilising local parks better and be a trigger for relationship-building quality time.
Our core pillars
Normalise engagement with nature & make urban wildlife significant to the park experience
Offer an opportunity for effortless quality family time
Encourage connection to local space through exploration to build a 15-minute mindset
How it works
Our toolkits act as a trigger and supporter for families to go out. They are convenient; reduce time to think about what to do, and are flexible; providing various choices to choose by preference and suitability of parks or even their home.
Being low-tech, families can take a break from screen time and have hands-on experiences in the physical world. Children can explore nature, express themselves, feel their achievements and get rewards for their efforts, helping develop their self-esteem.
Business model
ParkPals operates as a Community Interest Company.
Our initial funding comes from external funding bodies and the Charnwood community grant, covering pack design, website setup, and other startup costs. Each year, we aim to provide one fully subsidised pack to all 14 primary schools in Loughborough, alongside an optional quarterly subscription for parents. Subscription fees will subsidise pack production over time, with a goal of covering 60% through subscriptions and 40% through external funding.
Service Ecosystem
In Loughborough, there is already an existing ecosystem of parks, local businesses, and community spaces. From this area, we aim for our service to run alongside these stakeholders, enriching the relationship between existing spaces.
Since parents are the primary initiators of park visits, schools will serve as a convenient starting touchpoint, with an initial focus during the half-term break. Our reward system will boost awareness of local businesses and community spaces, fostering a ‘15-minute community’ where families enjoy local areas as part of a quality-time journey.
In preparation for this, we’ll apply for funding from local organisations and the council, followed by reaching out to schools with our proposal to gain interest and estimate student participation.
During the activities, there's no need for much staffing required since it's low-tech. We'll only have administrative support to handle user inquiries.
Partnered local businesses will provide space and rewards as sponsorships. We’ll collaborate with schools to email surveys to parents, gather feedback to enhance the experience and report back to funders.
Value
We bring many benefits to stakeholders as follows.
Families
Quality time for a family bond
Convenient ways to have fun
More connection to local space and community
Appreciation and awareness of nature
Stakeholders
With no extra cost, complement existing aim
Goodwill of the community through the association
Ecosystem
More access to local businesses in the area
Maximise green space efficiency
More awareness and appreciation of local spaces
High-quality living in line with the council’s vision
People and Society
Physical and mental well-being of citizens
Pleasant neighbourhood
Accessible green spaces for a diversity of people
Less travel from a 15-minute neighbourhood
Less carbon emission
Risks and consequences
To address safety risks like physical injury or diseases, we will consult experts to ensure activities are appropriately designed. Litter and waste will be managed by using recycled paper, producing materials on demand, and including educational components in the packs. To prevent overcrowding, we’ll encourage users to explore various park areas and nearby parks. Finally, rather than competing with existing children’s nature groups, we aim to collaborate with them to create joint activities.
Safety
Litter & Waste
Overcrowding of Parks
Undercut Existing Children Nature Groups
Next steps
Our packs are designed with scalable challenges, making them adaptable for various parks and spaces. We plan to expand beyond Charnwood, offering activities for additional holidays to build a community and encourage lasting habits.
However, there are still many uncertainties. Since we didn’t engage directly with children during our research, we see future opportunities for more research and iterations to truly capture the value of the pack. Additionally, we’re unsure about the uptake of subscriptions. Therefore, it’s crucial to gather feedback to refine our costs and ensure we secure enough funding to sustain.