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Service design

  1. SURU'BA (2022)

    SURU’BA (2022)

    SURU’BA (“good thing” in Tupi and “orgy” in Portuguese) is the final work of João Conrado Dembiski and João Victor Tarran in their Bachelor in Design at UTFPR. Inspired by anarchist and decolonial thinking, the duo designed a modular open-source furniture system that could be cheaply produced in Curitiba, the locality of their studies. Their […] - Jul 30, 2022
  2. Latin American Service Design

    Latin American Service Design

    This is not a presentation about the best Service Design projects in Latin America. It is more like an attempt to rethink Service Design from a Latin American perspective, bringing to the fore the contradictions that are behind design problems and that are usually overlooked. In this guest talk, part of CIID‘s Service Design class […] - Sep 28, 2020
  3. Value-nets


    New business generates value through a provisional network of relations, including strategic partners, suppliers, and clients. Young entrepreneurs usually have a hard time understanding this point and visualizing their network of relations. The Business Value-Net Model begins with an ice-breaker of visualizing network relations using yarn. Then, it proceeds to model value-net using Lego, digital […] - May 18, 2020
  4. Business modelling

    Business model design innovation

    This research develops a method for assessing the business potential of mobility innovations that are arising within and outside of Bosch, in an attempt to contribute to its Open Innovation effort. This will allow to discover innovations that have not yet been considered as such, to identify solutions that may generate value, to discover sustainability […] - Mar 22, 2020
  5. Sustainable design

    Sustainable design

    Sustainable design (Design Theory 4) is a regular 30-hour course from the Design bachelor at UTFPR. My approach for this class was to avoid discussing sustainability as a technical issue and rather to deal with the political challenges of sustainability, the crisis of modernity, and the Anthropocene, in a similar way it was done in […] - Jun 11, 2019
  6. Participatory program evaluation

    Participatory program evaluation

    In 2018, Catholic University of Parana set to revise all its undergraduate programs to find opportunities for more active learning. I was invited to create a workshop model to revise each course with the participation of its stakeholders. The undergrad courses of Pharmacy, Biotechnology, Veterinary Medicine, and Dentistry adopted my workshop model, which called for […] - Oct 31, 2018
  7. Design ethnography with activity theory

    Design ethnography with activity theory

    Design ethnography is a field study method which aims at uncovering user needs and innovation opportunities. Through this method, anthropologists can help understand the context, bringing up semantic, emotional, and social issues that may represent innovation opportunities. However, most design ethnographies are not carried out by trained anthropologists. Design ethnography is typically conducted by designers themselves, […] - Oct 28, 2016
  8. Expanding the design object

    Expanding the design object

    In the first lecture of my Design Thinking course, I gave a historical perspective on the evolution of the design object. According to my thesis work, the object of design expanded in the last century from complex entities to emergent performances, such as experiences, interactions and business. The characteristics of this object are: It includes the user behavior, as […] - Sep 16, 2016
  9. PIBEP Entrepreneurial scholarship program

    PIBEP Entrepreneurial scholarship program

    PIBEP is an innovative scholarship program offered by PUCPR. Students receive money and mentoring to develop their own business ideas. I codesigned the program with Business School professors, taught a design thinking workshop and mentored design-led startups. The program is intensive and fun. Students must work in multidisciplinary teams and test their ideas as soon as possible […] - Sep 13, 2016
  10. HIPUC Health innovation program

    HIPUC Health innovation program

    HIPUC is PUCPR’s program to nurture an international ecosystem of health startups and innovators in Curitiba. The program was developed in partnership with Stanford University, Johnson & Johnson, Philips and others. I was responsible for organizing the Design Shop, an immersive training at Marcelino Champagnat hospital. The students studied the hospital activities and created innovative services inside the […] - Jun 13, 2016
  11. Smart Urban Mobility Lab

    Smart Urban Mobility Lab

    The Smart Urban Mobility Lab (SUM-LAB) is an initiative by two local universities – the Pontifical Catholic University of Paraná (PUCPR) and the Federal University of Technology Paraná (UTFPR) – and the University of Twente with the support of the City of Curitiba. Researchers from the partners will work together in the SUM-LAB to formulate the […] - Apr 20, 2016
  12. The Transformative Potential of Game Spatiality in Service Design

    The Transformative Potential of Game Spatiality in Service Design

    Van Amstel, Frederick M.C. and Garde, Julia. Games to explore the possibilities of space and the space of possibilities in service design. Simulation & Gaming, 47 (5), 2016, p. 628-650. - Mar 4, 2016
  13. PhD thesis - Expansive design: designing with contradictions

    PhD thesis – Expansive design: designing with contradictions

    Quick intro: What is expansive design? Quick graphics: Sketching an expansive design definitionQuick contextualization: What is a contradiction and why it is relevant to design research? Abstract: This thesis looks at the practice of design as it emerges in architectural design and service design. The lens adopted considers design both as an activity as well […] - Dec 14, 2015
  14. Organization change at a major hospital

    Organization change at a major hospital

    Clinics Hospital of Paraná had problems to coordinate the work of the surgery unit, materials unit and the surgery center. The patients were already suffering from the bad effects of their political fights. I was called to conduct a pilot study if my design games could help overcome the struggle. The hospital was undergoing a major organization […] - Dec 13, 2015
  15. What is expansive design?

    What is expansive design?

    Expansive design is a concept initially defined by psychologist Yrjö Engeström which I developed further in my PhD thesis. It means expanding the design activity towards the use activity, or in other words, connecting them together. This connection is characterized by co-creation; instead of merely producing objects for users, designers co-create objects with the users. […] - Nov 20, 2015
  16. Service Design

    Service Design

    Regular discipline – 16 hs – Post-graduation in Digital Business – Positivo University In this course, students learn how to attract and retain users of a service. They develop their service ideas through a teaching game called Ideas Market, explained in the video below. The class becomes a studio for service design entrepreneurs. Low tech materials […] - Aug 11, 2015
  17. The collaboration for use value

    The collaboration for use value

    The basic assumption of capitalism that companies make money from valuable products is being challenged by recent market changes. Products are no longer considered valuable only for sales’ performance. They must perform well after the sales, i.e. in use, otherwise sales may drop. The use value (a.k.a. value in use) corresponds to the product applications found […] - Jun 10, 2015
  18. The expansion of the design object: from materials to experiences

    The expansion of the design object: from materials to experiences

    The object of design was once easy to grasp. If we look at the first Bauhaus curriculum, we see the prominent role the building materials played in the designer’s formation. The aspiring designer was supposed to master these materials and tranform them into aesthetical compositions. At this time, the materials were the design object: concrete, […] - Mar 9, 2015
  19. A leadership-as-practice perspective on design in architecture, engineering and construction projects: interaction analysis of a collaborative workshop

    A leadership-as-practice perspective on design in architecture, engineering and construction projects: interaction analysis of a collaborative workshop

    Zerjav, V., Hartmann, T., & van Amstel, F. M. (2014). A leadership-as-practice perspective on design in architecture, engineering and construction projects: interaction analysis of a collaborative workshop. Engineering Project Organization Journal, 4(4), 1-13. DOI: - Oct 21, 2014
  20. Expanding the representation of user activities

    Expanding the representation of user activities

    Van Amstel, F. M.C., Zerjav, V., Hartmann, T., van der Voort, M. C., & Dewulf, G. P. (2015). Expanding the representation of user activities. Building Research & Information, 43(2), 1-16. DOI: - Jul 15, 2014
  21. Movies related to ethnographic user research

    I’m currently conducting interviews and observations for my PhD. As I go through them, some images come to my mind: the similar  situations that I saw in particular movies. I compiled a list with the movies that I watched along the years related to the task of observing and interviewing users for design purposes. The […] - Jun 9, 2013
  22. Use and design: two points of view

    Use and design: two points of view

    I’m following the CMI-NEN project in my PhD, a healthcare facility that combines research, education, and care services in one place. The project is very innovative because it links medical image research to care demand. The concept is to drive research with the actual use of diagnosing technologies, instead of just exploring what is possible […] - Jul 13, 2012
  23. Medical Imaging Center (2011-2013)

    Medical Imaging Center (2011-2013)

    The intervention had the goal of assisting practitioners to bridge the gap between the design activity and user activity in a Medical Imaging Center project, in the Netherlands. The center would have state of the art diagnosing machines based on techniques such as Magnetic Resonance Imaging (MRI), Positron Emission Tomography (PET-MRI), Computed Tomography (CT), and […] - Jun 14, 2012
  24. UX Cards (2011)

    UX Cards (2011)

    A card deck for collaborative planning user experience projects. Each card is a UX method, with the necessary inputs and the expected outputs. The cards can be organized in a linear fashion to represent the planned process. There are also cards for representing risks, expected delays, and extra human/financial resources. The cards were designed with […] - Nov 24, 2011