MGuarraia DMGT748 Process Book

SPIRIT | PROVIDENCE
Increasing resident pride in Rhode Islands capital city

MARK GUARRAIA | Final Process Book | DMGT 748
Figure 1. Providence Skyline. Skyline as viewed

from Prospect Park. Authors Image, 2014.
MARK GUARRAIA
Candidate for Master of Arts, Design Management

Design management allows for design strategy, thinking, tools,
and principles to be of major influence in the greater business
landscape. It allows creative individuals from diverse backgrounds
to have a seat at the business table, and to solve multi-faceted
problems through innovative methods.
Furthermore, Design management compels individuals and groups
to create business environments in which innovation and design are
not only encouraged, but are fostered, cultivated, and valued.
SPIRIT | PROVIDENCE
Final Project submitted to the faculty of the Design Management
Program at the Savannah College of Art and Design on November
20, 2014, in partial fulfillment of the requirements for the degree of
Master of Arts in Design Management.
INTRODUCTION
SPIRIT | PROVIDENCE (PVD) employs the principles and methods of design
management to increase resident pride in Providence, Rhode Island. While
residents are struggling with a slowly recovering economy, they are experiencing
diminished city pride.
For long-time residents and recent transplants, there is an opportunity to change
this. There is an opportunity to increase their resident pride and, potentially,
improve their quality of life.
SPIRIT | PVD showcases the development and design of Windows to Providence,
a strategic proposal for increasing pride. Months of contextual research, meetings
with stakeholders, site observations, concept generation, prototype testing,
business model creation, and concept refinement led to a complete proposal
for Rhode Islands capital city. Key stakeholders identified a rich sense of history,
extraordinary architecture, natural beauty, and diverse culture as elements for
Providence to be proud of and to build upon.
Diverse concepts were then explored and evaluated, resulting in two prototypes
that went to user testing. Windows to Providence, a strategic proposal centered
around physical installations throughout the city, proved effective in framing
new perspectives for residents, and giving them important information and
opportunities for engagement within their communitiesthus increasing their
amount of resident pride.
SPIRIT | PROVIDENCE
From this work, I conclude there is immense opportunity and a clear path for the
City of Providence to instill pride in its residents. This six-step proposal is rooted
in data and is the result of a collaborative and creative development process,
ensuring lasting and meaningful results.
It is recommended that others learn from the process SPIRIT | PVD now presents.
Although Windows to Providence is a case study specific to one city, its core
tenets are universal. It is recommended that other cities learn from this case study,
and evaluate how they can leverage and customize the proposals six key steps.
SPIRIT | PROVIDENCE is dedicated to all greater Providence area residents who

strive to make their capital city the best it can be. It is for the residents who are
willing to fight for their city, and who wish it to be Americas favorite mid-size city
for living, working, and playing.
It is with great pleasure that I acknowledge those who have helped me complete
this project and degree successfully.
To my classmates: Thank you for constantly pushing me beyond my assumed
limitations, and for taking an interest in my success as a graduate student. I am a
much stronger design manager thanks to your peer review and encouragement,
and I look forward to seeing whats ahead for each of you. I am especially grateful
for Aidenn Mullens friendship and critique throughout the design management
program, and the critical review both she and Christopher Fick gave me
throughout this final quarter.
To my professors, particularly Regina Rowland, PhD, and Krista Siniscarco: Thank
you for the challenging and engaging courses, and for being dedicated to each
student. Your guidance and leadership have propelled me in my studies, and I look
forward to seeing how you evolve and strengthen the program in the years ahead.
To my employer and colleagues: Thank you for supporting my work and time in
this program, and for being guinea pigs and sounding boards for new ideas and
methodologies.
To the City of Providence: Thank you for being a source of inspiration, and for
being a positive contributor to my development as a student, professional, and
individual.
Finally, to my family, friends, and partner: Thank you for your constant love and
support. Your encouragement has allowed me to complete this degree with pride;
its completion marked by this final project.
CONTENTS:
0608
PROJECT FRAMING
4548
07
Subject of Study
Problem Statement
Target Audience
Purpose
Scope
Significance of Study
46
47
48
08
0927
10
11
14
27
2844
29
30
31
32
33
43
44
PROJECT POSITIONING
Opportunity Statement
Zag Steps
Positioning
Value Proposition
Onliness Statement
RESEARCH PLANNING & SYNTHESIS
Research Space
Research Methodology
Research Activities
Research Questions
Data Collection Methods
Research Synthesis
Research Insights
Research Findings at a Glance
4966
50
51
5758, 60
59, 61
62
64
67106
68
70
92
102
107109
108
109
DESIGN OPPORTUNITIES & CRITERIA

Opportunities for Design
Design Criteria for Prototype
Reframing
PROTOTYPE DEVELOPMENT & TESTING
Prototype Ideas, Concept Development Process
Exploration of Diverse Concepts
Chosen Concept Development
Concept Testing with Target Audience
Concept Testing Findings
Validation
FINAL DESIGN TO MARKET
Final, Chosen Concept
Final Prototype
Business Model Canvas
Implementation Plan
CONCLUSIONS & RECOMMENDATIONS
Conclusions
Recommendations
110138
111
112
114
116
119
122
128
129
135
136
139146
139
142
146
APPENDICES
Appendix A: Project Roadmap
Appendix B: Creative Brief
Appendix C: Question Matrix
Appendix D: Consent Forms
Appendix E: Interview Questions
Appendix F: Research Documentation
Appendix G: Transcriptions
Appendix H: Testing Documentation
Appendix I: Additional Project Links
Appendix J: Working Wall
REFERENCES
Annotated Bibliography
Figures
Tables
PROJECT FRAMING
Figure 2. Providence Cityscape. Downtown as viewed from the

Rhode Island Convention Center. Authors Image, 2014.
Subject of Study:
Providence residents are struggling with low city pride and a
recovering economy. Can design thinking and innovation be the
catalysts needed to rebuild resident pride?
Problem Statement
Target Audience
Providence, Rhode Island is suffering from low resident pride and a slowly
recovering economy. With one sixth of Rhode Islands population living in
its capital city, Providence is a critical component of both State and regional
success.
Two groups were identified as targets for this case study, based on a
thorough understanding of both the identified problems and the potential
opportunities.
A recent Gallup poll ranked Rhode Islanders as the most insecure residents
in the nation, stating that they are the most likely to think there is a better
place to live (McCarthy, 2014). Providence is both the financial and cultural
core of Rhode Island, and its success extends well beyond its city limits.
Once the beehive of industry (Dunnington, 1990), Providences future
requires careful consideration and evaluation. Manufacturing jobs are gone
from the area, years of political corruption still haunt the city, and many
residents have seemingly lost hope. Rebuilding pride in Providence is a key
component in resident satisfaction and development, as well as business
retention and growth. I also believe that design thinking can play a pivotal
role in shifting mindsets and uniquely showcasing all that Providence has to
offer to residents.
Providence
Group 1 (Primary Target): Long-Time Providence Residents

Long-time Providence residents have lived in the city for more than 10 years.
For this study, I was particularly interested in long-time Providence residents
who may have grown up in the surrounding areas. They often view the city
through a lens focused on the past, and are often not aware of the many
changes the city has experienced in the past 20 years.
Group 2 (Secondary Target): Recent Providence Transplants
This group of residents recently moved to Providence (within the year),
most likely for a job opportunity or relationship. They are often interested in
learning more about their city, and have frequent visitors from out of state.
They do not yet know how to access city amenities, and typically make new
friends through living arrangements or through work.
Figure 3. RI map. A map showing Providences location

within the state of Rhode Island. Authors Image, 2014.
Purpose
Significance of Study
The focus of this project was to evaluate why there is a lack of pride among
Providence residents and to locate that lack. Then, to use contextual
research, data analysis, and data synthesis to uncover meaningful insights
and identify opportunities to re-instill resident pride while also contributing
to the overall financial health of the city.
For me, this study has represented the culmination of my coursework and
studies within design management, and has made me more confident in my
ability to tackle wicked and complex problems through design thinking,
appropriate process selection, and tenacity. The study has strengthened my
contextual research skills, and has offered me the opportunity to connect with
my community in a way I never had previously.
Scope
Additionally, the City of Providence has shaped me as an individual, and has

facilitated my personal and professional growth throughout the last decade.
It has been a place for me to learn, love, and live, and I want to see the
city prosper as I know it can. This project has allowed me to give back to a
beloved place that has already given me much.
The high-level scope of this project was to engage with individuals

and investigate organizations within the city of Providence to gain a
comprehensive understanding of current generators and detractors of
resident pride, and to secure a better understanding of the potential hurdles
for future innovation in this area.
Project duration was 10 weeks, and ran between September 15 and
November 20, 2014. This project was geographically centered around
Providence, RI, with some reach into other areas and cities within the state.
Research subjects included representatives from State government and
planning agencies, city architects, community advocates, recent Providence
transplants, and other relevant parties.
Organizations researched included both private and public groups with
vested interest in City and resident pride and a history of relevant initiatives.
With regard to the greater profession, this study may serve as a showcase for
how design management can be used to tackle fluid and dynamic problems.
It may also make a significant difference in the lives of two groups (long-time
residents and recent transplants). Finally, the study may showcase the reach
of innovation through design strategy at the city, state, and regional levels.
PROJECT POSITIONING
Mark Guarraia | DMGT748 | Fall 2014
Figure 4. Sidewalk perspective. An overhead view of sidewalk details

near South Main Street in Providence. Authors Image, 2014.
Opportunity Statement
An opportunity existed to increase resident pride in the City of
Providence, specifically to remind long-time residents (and demonstrate to
new residents) the many things that make Providence special. In addition,
an opportunity existed to harness new-found pride so as to fuel the
Providence economy and to retain and attract businesses and a talented
workforce.
Diminished resident pride is a difficult, multi-faceted problem, with
many contributing causes. This study provided a chance to utilize design
management to contribute to improved quality of life for Providence
residents, while challenging myself (the design manager) to facilitate
insight-driven concept generation and refinement in order to arrive at
implementable solutions.
Many stakeholders and research subjects contributed to and enhanced
the creative process. I hope the project can serve as a benchmark for
the successful integration of (sometimes competing) inputs in order to
innovate toward the resolution of a difficult problem. Finally, I hope this
project can highlight design as an essential connector of people, ideas, and
organizations, whether here in the City of Providence or elsewhere.
10
Figure 5. Benefit Street sunset. Sunset as captured from Providences

historic East Side neighborhood. Authors Image, 2010.
Zag Steps
STEP 1: WHO AM I?
STEP 2: WHAT DO I DO?
STEP 3: WHAT IS MY VISION?
SPIRIT | PVD is an initiative focused on

increasing resident pride in Rhode Islands
capital city, Providence.
The purpose of SPIRIT | PVD is to increase the

sense of pride in a bustling mid-size city whose
residents are struggling with insecurity and a
slowly-recovering economy.
The vision of SPIRIT | PVD is an urban area

buzzing with resident pride, with people who
love the city in which they live, work and play.
SPIRIT | PVD is an accessible and

approachable way for residents and visitors to
learn about (and engage with) their beloved
city, and then continue promoting its positive
attributes to others.
The vision is a city that reaps the benefits of

an engaged residential community and new
relationships created and fostered as a direct or
indirect result of the initiative.
The vision is a city people are proud to call
home, and one in which businesses and visitors
aspire to travel to.
STEP 4: WHAT WAVE AM I

RIDING?
STEP 5: WHO ELSE SHARES

MY BRANDSCAPE?
STEP 6: WHAT MAKES ME

THE ONLY ME?
SPIRIT | PVD is capitalizing on a vibrant city

population desperately searching for ways to
engage with others and to improve their city.
There are several initiatives in parallel spaces,

many of which are focused toward niche
populations (designers, young professional
women, businesses, etc.)
SPIRIT | PVD is the only initiative with the goal of

increasing resident pride (on a broad, city-wide
level) while targeting those who have called
Providence and Rhode Island home for years.
In addition, there are connections to larger

tourism and convention bureaus, focused on
bringing people from out of state into Rhode
Island, and specifically to Providence.
While this audience will see immediate

gains, new residents and tourists will also see
secondary gains, and will continue promoting
Providence outside of this initiative.
In addition, SPIRIT | PVD is riding the waves of

many national polls praising Providences history,
architecture, culture and food.
Finally, it is riding (and combatting) the wave of
negative publicity long-time Rhode Islanders
often give the city.
11
SPIRIT | PVD increases resident pride through

its many loyal fans and visitors, and specifically
looks to impact long-time Rhode Islanders
who have seen Providence through years of
transitions.
Figure 6. Zag steps 1-6. Steps 1-6, completed

for SPIRIT | PVD. Authors Image, 2014.
Zag Steps
12
STEP 7: WHAT SHOULD I ADD

OR SUBTRACT?
STEP 8: WHO LOVES ME?
STEP 9: WHOS THE ENEMY?
I should add a multi-phased approach to

ensure maximum longevity and adoption.
I should look into other parts of the region
to see where similar initiatives can be
implemented for similar gains.
I am loved by many: By the city, for putting

forth a robust and novel strategic proposal. By
residents, who take pride in the initiative and
in their city. By the many partners who help
support the cause. Finally, by the local media,
for being a tangible example of the positivity
that stems from increased resident pride.
The enemy is time and the potential for lost

interest. Any initiative has an associated
longevity and schedule, but SPIRIT | PVD has
considered many things to ensure a sustained
and loved interface for residents and visitors.
STEP 10: WHAT DO THEY

CALL ME?
STEP 11: HOW DO I EXPLAIN

MYSELF?
STEP 12: HOW DO I SPREAD

THE WORD?
By name, they call me Windows to Providence.

In passing, they call me novel, simple, straightforward, and accessible. They call me a model
for future success in other cities. Finally, they call
me ambitious and dedicated.
I am an initiave looking to increase resident pride

in Providence, Rhode Island. I am doing this
through accessible, approachable, and curated
user experiences so that long-time residents and
recent transplants can experience increased pride.
I am interested in a prosperous Providence for
current and future residents.
SPIRIT | PVD spreads the word through positive

publicity, easy access, and high visibibility.
This initiative uses the positive experiences of
users to continue promoting and advertising itself.
In addition, this initiative spreads the word outside
of Providence through user-generated content.

ZAG Steps
STEP 13: HOW DO PEOPLE

ENGAGE WITH ME?
STEP 14: WHAT DO THEY

EXPERIENCE?
STEP 15: HOW DO I EARN

THEIR LOYALTY?
People engage with SPIRIT | PVD on a number

of levels, each with varying degrees of intensity.
People experience a new, fresh perspective

of Providence. They look at the city through a
new, curated lens. They experience an increase
in pride for their surroundings, and they learn
new things about the spaces, buildings, and
neighborhoods around them.
I earn user loyalty through continuous and

easy engagement.
Users can simply approach the installations and

observe the views. They can then read more
about what is framed, and they can also engage
through social media by following and/or
contributing to each installation.
STEP 16: HOW DO I EXTEND

MY SUCCESS?
STEP 17: HOW DO I PROTECT

MY PORTFOLIO?
Success is extended by virtue of the initiative,

which is designed so that residents become
promoters of both the initiative and resident
experience. Through minimal engagement,
residents are easily able to share their
experiences with others.
My portfolio is protected by virtue of the

partnerships established. Each stakeholder has
something to gain with SPIRIT | PVDs existence,
and each is encouraged to maintain the
partnership.
Residents are encouraged to engage in a

number of ways, and their positive experiences
prompt their return.
Furthermore, the content and proprietary

information created is meant to be shared with
others, not concealed.
13

Positioning
Evaluating the Competitive Landscape
As SPIRIT | PROVIDENCE evolved, it was interesting to evaluate

the types of competitors (players) in this space, both locally
and internationally.
On the city and state levels, there were both disparate initiatives,
(targeting niche populations), and wide-ranging campaigns,
(aimed at marketing within and outside the State). This varied
and broad set of competitors showcased different approaches,
techniques, successes, and shortcomings.
In addition, there were campaigns and initiatives throughout
the world that offered insight into the successful marketing and
exploration of various cities and geographies.
14
Positioning
Initiatives within Rhode Island
15
Its All in our Backyard
I Heart Providence
PVD Lady Project
DesignXRI
Campaign aimed at celebrating RIs

community, birthed from Rhode Island
Foundations Make It Happen RI event
in 2012.
Annual celebration and gathering of

residents and Providence supporters to
toast to their beloved Capital City.
Group seeks to connect, inspire, and

showcase women throughout Providence,
and highlight the work they are doing
through membership and events.
Group aimed at celebrating and

promoting the creative talent pool
within the Ocean State, and connecting
individuals for work / contracts.
Greater City Providence
Providence Monthly Magazine
Discover Newport
Resident group dedicated to the urban

growth and success of the greater
Providence region, promoting walkable,
affordable and vibrant neighborhoods
supported by economic opportunity.
Free, lifetyle and community-based

monthly publication that highlights
the city of Providence and its events,
restaurants, and merchants.
Providence Warwick
Convention and Visitors Bureau
General Visitors Bureau for the greater
Providence area, focused on bringing in
tourism and conventions from out of state.
Non-profit organization dedicated to

promoting both Newport and Bristol
counties to tourists outside of Rhode
Island.
Figure 9. Local competitive landscape. This figure lists campaigns with

similar goals, local to the Providence area. Authors Image, 2014.
Positioning
Evaluating Reach
Demographic and geographic reach were both
varied across the spectrum of organizations.
There was great opportunity to reach a broader
audience within the greater Providence region,
an underserved market based on competitors.
16
Figure 10. Evaluating reach. This 2x2 matrix evaluates local campaigns on
the axes of demographic and geographic reach. Authors Image, 2014.
Positioning
Initiation and Cost

It was interesting to note the costs and
backgrounds of each organization.
Some resident-initiated organizations which
started more grassroots had begun receiving
funding through local grants.
17
Figure 11. Initiation and cost. This 2x2 matrix evaluates local campaigns on
the axes of inititaion funding and cost of operation. Authors Image, 2014.
Positioning
Accessibililty and Presence

Many of the competitors struck a healthy
balance between virtual and physical presence.
Interesting to note how accessibility compared
per organization.
Some competitors were limited by serving niche
markets, or not offering extensive programming.
18
Figure 12. Accessibility and presence. This 2x2 matrix evaluates local
campaigns on the axes of presence and accessibility. Authors Image, 2014.
Positioning
Mitigating Weaknesses
and Threats
As evidenced by the
organizations researched,
there were passionate
residents already
seeking community and
pride within the City of
Providence.
Looking ahead, relevant
and frequent information
or programming would
keep our target audience
engaged and continue
drawing upon groups on
the periphery, therefore
mitigating a stale and
underutilized service.
Strengths
Weaknesses
Small(ish) communities, relatively accessible by those who

are interested in accessing
Niche target audiences within an already small potential

population pool
Passionate staffs, volunteers, and supporters
Potential for contrived or stale programming
Easy routes of publication / publicity
Understaffed and potentially underfunded
Strong web and social media presence
Limited distribution
Providence as a (non-financial) supporter of each

Innovation a key driver for each
Opportunities
Threats
Enhanced connectivity of people within small city with

1 degree of separation.
Lack of funding
Organizations can move further faster in a small city, and

there are increased opportunities for the individuals within
Loss of interest (especially special-topic)

Skeptics
National recognition and spotlight for efforts within PVD
Lack of awareness and promotion
Recognition and spotlight for any improvements to job

market and overall economy
Short-term planning / funding
Increase both virtual and physical presence
Lack of momentum due to brain drain, transient

population (post college or first professional engagement)
Increase events, outreach, and base
19
Figure 13. Landscape assessment SWOT analysis. An analysis of the strengths,

weaknesses, opportunities, and threats of local campaigns. Authors Image, 2014.
Positioning
Initiatives oustide Rhode Island
There were analogous campaigns and efforts throughout

the globe, and 4 were chosen to better understand how
and why they were effective.
As these campaigns were not direct competitors to each
other, affinity diagrams helped to showcase their features
and differences.
20
Pure Michigan
#IHeartTally
#MakeItMontco
Growing Tourism Locally
Advertising campaign, launched in 2006, by

the state of Michigan, aimed at increasing
travel and tourism for residents within and
outside of the state.
Tallahassee-born campaign focused on

highlighting the favorite sights, activities
and events within the city BY residents
and visitors (user-generated content).
Similar to #IHeartTally, user-generated content

populates the virtual presence of Montgomery
County, PA, to better provide a voice for residents
and visitors alike.
Focused effort by Englands main tourism

agency to encourage and inspire more
UK residents to vacation within their own
countries.
Figure 14. Non-local initiatives. An initial survey of non-local campaigns focused

on generating or increasing resident pride. Authors Image, 2014.
Positioning
Campaign Reach
Target Audience
Methods
Presence
Plan
Within and throughout

Michigan: current residents
and visitors
Current Michigan
residents (families)
TV commercials
Virtual (through website

and advertisements)
Continue promoting
Michigan through
advertising
Outside of Michigan:
potential tourists and
visitors
Outside of Michigan:
throughout United States
via advertising.
21
Tourists from other areas

of the United States
Web commercials
Print advertisements
Tourists / adventurers
interested in outdoor
activities
Signage
Former Michigan
residents
Features on specific areas

/ cities of interest
Website
Physical (print)
Physical (signage)
Continue supporting
mission of Michigan
Economic Development
Corporation
Figure 15. Affinitizing Pure Michigan campaign. This figure details some of the
important facts and aspects of the campaign. Authors Image, 2014.
Positioning
Campaign Reach
Target Audience
Methods
Presence
Plan
Mainly Tallahassee area
Current residents
Social media
Visitors to the Tallahassee

area
User-generated
population and
representation on social
media
Virtual (All social media

platforms)
Continue to tell
Tallahassees story
through the lens of
residents and visitors
Friends of residents and

visitors of the Tallahassee
region
22
Younger families and

professionals who
are engaged and
experienced users of
social media
Instagram
Virtual (Newsfeeds
of friends, neighbors,
relatives)
Twitter
Virtual / Phyiscal
(Newspaper articles /
publications)
YouTube
Physical (apparel)
Shared and distributed

user-generated images,
videos, words, stories
Physical (coasters in bars)
Reminders through
physical items
Virtual (featured content

on Tallahassee visitors
website)
Facebook
Continue monitoring
hashtag activity, and
feature specific content
Physical (cards in hotels)
Figure 16. Affinitizing #IHeartTally campaign. This figure details some of the
Positioning
Campaign Reach
Target Audience
Methods
Presence
Plan
Mainly Montgomery
County, Pennsylvania area
Current residents who

wnat to showcase where
the live, work, and play
User-generated
population and
representation on social
media
Virtual (All social media

platforms)
Continue to tell the story

of the region through
residents and visitors
Social media
Friends of residents and
visitors of the Montgomery
County area
Visitors to the area

Younger families and
professionals who
are engaged and
experienced users of
social media
Instagram
Facebook
Virtual (Newsfeeds
of friends, neighbors,
relatives)
Twitter
Virtual / Phyiscal
(Newspaper articles /
publications)
YouTube
Virtual (TV commerical)
Shared and distributed

user-generated images,
videos, words, stories
Physical (Print and radio

advertising)
Work alongside the

Let Freedom Reign
campaign launched by
the same organization,
focused on showcasing
the regions rich history
Reminders through
physical items
23
Figure 17. Affinitizing #MAKEITMONTCO campaign. This figure details some of

the important facts and aspects of the campaign. Authors Image, 2014.
Positioning
Campaign Reach
Target Audience
Methods
Presence
Plan
Growing Tourism Locally
Pre-families: young
professionals with
disposable incomes,
looking to vacation within
the UK
Digital and print

advetising through The
Guardian, targeted
toward pre-family
Virtual (website)
Three year campaign
Virtual (advertising)
End date of March 2015
Physical (advertising)
Funded by Governments
Regional Growth Fund
UK residents - entire UK
Families: looking for

nearby opportunities to
vacation and get away
for a bit
Empty nesters: those
with disposable income
and potentially more free
time to explore their UK
Digital and print

advetising through The
Daily Mail, targeted
toward families
Digital and print
advetising through
Classic FM and Gold FM,
targeted toward emptynesters
Physical (literature around

common destinations
and themes)
Physical (advertising on
local levels for specific
locations or activities)
Delivered by VisitEngland
Increase growth in
visitor spend, boosting
economy with goal of
creating over 9,100
indirect tourism jobs
Campaigns focused
around four key themes:
Heritage, Culture, Coast
and Countryside
24
Figure 18. Affinitizing VisitEngland campaign. This figure details some of the
Positioning
Evaluating Pride and Duration

Investigating the different initiatives and their planned
outcomes allowed charting against two specific axes: change
in resident pride, and longevity of initiative.
An interesting observation was that campaigns intended as
short-term initiatives often resulted in the highest levels of
increased resident pride. In addition, campaigns that were
easy to access by residents and tourists also resulted in
increased pride.
25
Figure 19. Pride and duration. This 2x2 matrix evaluates all aforementioned campaigns
on the axes of initiative longevity and increase to pride. Authors Image, 2014.
Positioning Summary
After evaluating the various initiatives, both local and non-local, some key findings
became evident:
1. Grassroots efforts and user-generated content are essential components of
resident pride. Residents feel they can make a difference by participating.
2. The ability to share stories and engage with others enhances pride. There is
power in numbers and a shared experience.
3. Organizations with multi-faceted goals and initiatives have increased
opportunity for longevity (as a result of multiple access and touch points for
residents and visitors.)
26
SPIRIT | PROVIDENCE Value Proposition

SPIRIT | PVD is FOR greater Providence-area residents WHO lack pride in their Capital City,
and who desire to feel great about the city in which they choose to live, work, and play.
SPIRIT | PVD is an innovative, accessible, and approachable initiative designed to instill
pride in Providence-area residents. IT DOES THIS BY targeting long-time residents and
recent transplants, and by engaging members of the community while showcasing all that
Providence has to offer.
UNLIKE other efforts in this area (which are oriented toward niche populations or large tourism
bureaus) SPIRIT | PVD reaches a broader protential audience through simple and effective
marketing, user-generated artifacts, and relevant and meaningful content.
WHAT: The only collaborative initiative
Onliness Statement
HOW: that re-instills city spirit
SPIRIT | PVD is the only collaborative initiative that re-instills

city spirit in long-time and new residents (in the greater
Providence area) who suffer from diminished resident pride
as the city slowly recovers from the recession.
WHO: in long-time and new residents

WHERE: in the greater Providence area
WHY: who suffer from diminished resident pride
WHEN: as the city slowly recovers from the recession.
27
RESEARCH PLANNING &

SYNTHESIS
28
Figure 20. Providence scene. A look to Providences East Side

neighborhood from downtown. Authors Image, 2014.
Research Space
Buhle (1987)
Anderson (2012)
Grodach (2009)
Longworth (2012)
Rohe (2009)
Ruble, Hanley (2004)
Worth-Galvin (2013)
J. Davis
A. Colella
B. Daniels
Prilenska (2012)
Smith, Ingram (2012)
Zavattaro (2010)
Observations
within Providence
M. Bird
J. Salter
S. Zurek
G. Victory
Williams (1995)
Deskins (2009)
McCarthy (2012)
Seelye (2014)
A. Bhandari
C. Warman
Ryan (2000)
Cochran (2014)
Dunnington (1990)
Nesi (2014)
Olick (2014)
29
Lewison, Hawes (2012)

Palma (2014)
Pelletier (2014)
Figure 21. Research ecosystem map. This figure shows how various
sources fit into the research landscape of this study. Authors Image, 2014.
Research Methodology
Research Activities
The methodology for this research was a contextual case study.
1. Comprehensive secondary research of the current impressions and

statistics for Providence
This was appropriate for several reasons. Resident pride is not something
one can quickly engineer and implement. Understanding the target
audiences better through meaningful qualitative research activities allowed
me to expand my thinking beyond personal bias, and to seek relevant
insights and opportunities for the established targets.
In addition, this methodology allowed me to probe for things people
seldom talk about: what makes them happy that they reside in Providence,
and what could be done to make them even more satisfied with the place
they call home.
2. Comprehensive secondary research of similar existing initiatives in and

outside of Providence (reference pages 1426)
3. Semi-structured interviews with various research subjects throughout
the city, conducted between September 26 and October 13, 2014:
state planner
government worker, focused on financial outlook and stability
regional tourism professional
community advocate
architect
long-time residents
recent transplants
4. Geographic mapping exercise with research subjects
5. Formal and informal observations throughout the city, including:
WaterFire Providence (October 11)
West Broadway Neighborhood Assoc. Historic House Tour (October 4)
Hope Street Farmers Market (October 4)
30
Main Research Question:
Sub Research Questions:
How can innovative design thinking

and methods drive increased resident
pride and quality of life for both
long-time and first-time residents of
Providence, Rhode Island?
1. Toward which areas of Providence can we effectively target our initiative?

2. What currently generates resident pride?
3. Where, when, and why is pride most evident in Greater Providence?
4. What are current Providence residents still looking for and needing?
What would making living and working in Providence better for them?
Did they move to Providence in search of something?
5. Who can we most positively affect through this study and project?
6. How engaged is the current Providence residential population?
How does this engagement change per neighborhood?
If there is a lack of engagement, is there a clear barrier?
7. To what capacity can we influence Providences financial stability and business community?
With regards to Providences financial stability, about what are residents most interested or concerned?
What are the current barriers to an increased economy?
8. What will Providence gain from increased resident pride?

9. What similar initiatives are already taking place within and outside of Providence?
Are there examples and associated learnings to leverage?
If so, how and why are they successful or unsuccessful?
10. Can we draw from the thousands of unique visitors to Providence to help fuel innovation?
How are visitors engaging with Providence?
31
Data Collection Methods

RESEARCH SUBJECTS (Who was involved?)
PROCESSING OF DATA
Research subjects included a representative cross-section of the Providence

population, acting either on their own behalf or as advocates for others.
Data were collected through various means, including note-taking, sketching, audio
recording, and photographic recording. The data were then processed through
several mapping exercises in conjunction with an evolution of the project working
wall, including affinitizing of themes and direct quotations from participants.
Subjects included government workers (specifically concerned with State

finances, the business community, and State planning), an architect (with
long-term personal and professional experience in Providence), a community
advocate (specifically focused on some of Providences most vulnerable
populations), a regional tourism official, long-time city residents, and recent/
semi-recent transplants.
DATA COLLECTION METHODS (How were data collected?)
Qualitative data were collected via open-ended questions in semistructured interviews designed to elicit insights about existing resident
pride and satisfaction. Questions were also designed to generate a better
understanding of the Citys current standing on a national scale (economy,
tourism, and outlook).
Qualitative data were also collected via researcher observations at City
events, so as to obtain a better understanding of neighborhoods and
associated resident populations.
Finally, quantitative data were collected via a geographic mapping exercise,
designed to produce a better understanding of how current residents
navigate and explore their city.
32
ANALYSIS OF DATA
Analysis of data was conducted by combining results from primary and secondary
research in an effort to establish patterns, and by triangulating sources and
information. Visual modeling presented information objectively so that trends could
be recognized, which then led to insights.
Finally, insights were explored in relation to each other to form a visual map of the
associated understandings and opportunities.
Research Synthesis
Overview
Unique discussion
guides
10+
Hours observation
in Providence
9+
Unique insight models
Distinct locations for

formal observation
5+
Distinct locations for

informal observation
Semi-structured
interviews
MAKING SENSE OF THE DATA

Synthesis took place quickly but steadily as patterns began to
emerge from the data gathered through contextual research.
Within the following pages, various synthesis modeling
activities conducted between October 6 and October 10, 2014
are presented, with special notes of interest highlighted.
33
Figure 22. Contextual research overview. This figure gives context

and scale to the research effort. Authors Image, 2014.
Research Synthesis
Professional Engagement
(Work / Work Reach)
Research subject geography mapping
Personal Engagement
(Live / Play)
The City of Providence is

comprised of 25 distinct
neighborhoods. Through semistructured interviews and dialogue,
combined with subjects personal
input, their engagement with the
city was visually mapped.
This mapping allowed for a better
understanding of where subjects
primarily engaged with their city,
split by personal and professional
engagement.
Additional take-away: Residents
were exploring many corners and
neighborhoods within Providence,
not just the ones in which they
lived or worked.
Research Subject E:
Government employee /
Long-time PVD resident
34
Research Subject A:
Architect / Long-time
PVD resident
Research Subject B:
Tourism specialist /
Long-time RI resident
Research Subject C:
Community advocate /
Semi-recent transplant
Research Subject D:
Recent transplant
Research Subject F:
Recent transplant
Research Subject G:
State planner / Semirecent transplant
Research Subject H:
Research Subject I:
Long-time PVD resident
Figure 23. Research subject mapping results. These maps visualize where research
subjects spend the majority of their time within Providence. Authors Image, 2014.
Research Synthesis
Themes of current PVD pride
Through semi-structured interviews, research subjects spoke freely about when and
why they felt most proud to live and/or work in Providence.
After reviewing the transcripts, themes and patterns began to emerge. The word
cloud below illustrates the prevalance of ideas discussed by research subjects.
Through it, sub-themes emerged and the learnings of this were folded into the
creation of insights and opportunities.
35
Figure 24. Aggregate theme and word cloud. This figure showcases common words and
themes from semi-structured interviews with research subjects. Authors Image, 2014.
Research Synthesis
Affinitizing Themes: Excerpts
I find that people here are quirky,

and committed to the city and to
the state of Rhode Island. They
want to be here! - Greg V.
Honestly, theres nother place

that offers this amount of
outdoor and recreation activities
in such proximity. - Annie C.
I love the incredible
food and foodie
culture in Providence.
- Greg V.
I love that people want to fight

for the city. I feel like part of a
community, a neighborhood. I
never had that in DC. - Brian D.
I like my life here so much...

Providence continues to be
the thriving, exciting urban
center it is. - Jeff D.
Themes of current
resident pride
PEOPLE
Themes of current resident

pain points / why pride
may be lacking
Key Findings
There were many shared sentiments
from research subjects, irrespective
of where they lived in the city or what
type of job they had.
36
History is alive here - Matthew B.
There really is a bit of everything:

ocean, woods, city...
Providence is so
close to Boston and
NYC, and also close
to high quality
beaches - Brian D.
I think whats most fascinating is

Providences clarity of history. Its
architecture is orchestrated through
historical development. - Matthew B.
Providence takes pride in its

events and architecture. Jessica S.
AMENITIES
ACCESS
ARCHITECTURE
MENTALITY
NEGATIVITY
SERVICES / SCHOOLS
Friends I know from out of state

are better Rhode Islanders than
many Providence residents. Annie C.
Providence residents are

often the first to make fun
of themselves. - Jeff D.
One thing I find so frustrating...

whenever Providence is ranked
top ten, or top 3, in a poll: the
reaction where people complain
(ie, you dont know what its
really like here) as opposed to
defend their city. - Jeff D.
[Residents] have blinders view as

to all the good there is. I wonder, is
it a lack of exposure? - Jessica S.
Providence and Rhode Island

need better schools. As I
think about having children, I
expensive private schools
wont be an option, and I
would prefer public schools
anyway. But I cant live in
Providence if I want my kids
to go to good public
schools. - Jessica S.
I think for me, its the Ocean and

access to the beaches.... I forgot how
much I enjoy it. - Greg V.
People are vaguely aware of

RIs history, but dont truly
absorb it until after a tour. Annie C.
HISTORY
Only city Ive ever

been to that truly has
a sense of season. Matthew B.
GEOGRAPHY
AFFORDABILITY & TAXES
[Providence]s challenges are

largely in cost of living, both
taxes and utilities. The
property tax burden needs to
lower, but not at the sacrifice
of services. - Brian D.
Right now, your [Providence] zip code

really does determine your fate in life. I
want to see opportunity for everyone to
be equally successful. - Jeff D.
Providence needs more

affordable housing. Its a
domino effect: if you cant
find housing, the rest doesnt
really matter. - Jessica S.
Figure 25. Affinitizing themes. Quotes from research subjects are displayed in correlation to their
associated theme, as showcased in Figure 24: Aggregate them and word cloud. Authors Image, 2014.
Research Synthesis
Affinitizing Themes
Quirky
Smart
Easy access to BOS + NYC
Clarity of history through it
Foundings - independence
Committed to PVD
Food
Woods, Farms, Ocean
World-class structures
Architecture
Friendly
Thriving arts scene
Greater New England
Colonial and Victorian
Important US figures
Truly diverse
Culture
World-class beaches
McKim, Mead and White
Gilded age
Open-minded / liberal
Diverse groups / cultures
Rail, bus, plane
Nearby Newport, RI
Working waterfront
Follow-through
Metro center with reach
Arts and culture
Old buildings celebrated
Trade Industry
Narragansett Bay
Accessible
Higher education
People
Lack of new (good)
Recent history
Sense of seasons
History of tolerance
Walkable
Government
Preservation efforts
Orchestrated
As affects history
Independent
Safe
History
Preservation awareness
Renewed interest
Access to other cities
Individual opportunity
High quality of life
Urban / rural divide
Distinct neighborhoods
Pride in events
Relation to nature
Sense of community
Individual opportunity
Mountains to the North
Investment
Pride in heritage
Access to ocean
Sense of neighborhood
Connectivity
Outdoor and rec. activites
Sense of place
Pride in tradition
Climate
Themes of current
resident pride
PEOPLE
Themes of current resident

pain points / why pride
may be lacking
AMENITIES
ACCESS
ARCHITECTURE
MENTALITY
NEGATIVITY
SERVICES / SCHOOLS
RIers never leave
Last to defend ourselves
Lack of awareness
Mock city rankings
Lack of exposure
Easier to be negative than

expect / work for positive
Its not that great
Key Findings
There was a large focus on Providence
residents assumed views of their city,
often rooted in negativity and / or
insecurity.
37
Blinders view
Corrupt city / politicians
Poor schools by
comparison to MA / CT
Small state, large burden
PVD schools worst in RI
Need more people
Expensive private schools
PVD residents dont believe

its something special
Zip code = fate
Negativity regarding
existing events
Underutilized services
HISTORY
GEOGRAPHY
AFFORDABILITY & TAXES

Though lower cost of living than MA and CT, still high
Above national average
Property taxes some of the steepest in the nation
Shrinking population = increased tax burden
Businesses can help shrink tax burden
PVD suffers from MA being so close (relocation)
Same old politics

Lack of seeing new
Figure 26. Affinitizing themes (continued). Large themes are broken down into smaller
themes made evident through the contextual research study. Authors Image, 2014.
Research Synthesis
Observation Analysis
Formal and informal observations throughout the city

offered additional fodder for insight creation.
Events in different parts of the city were evaluated for a
better understanding of neighborhoods and their residents.
Hope Street Farmers Market
Key take-aways:
10.04.2014
1. Residents took great pride in knowing/purchasing food and

goods grown and created in the greater Providence area
2. Regularity made the market a neighborhood staple
3. People spent extra time in the market/park
4. Served greater Providence, not just Blackstone neighborhood
5. Successful as a ritual for residents
6. Size of Providence allowed for regular customers / relationships
7. Vendors partnered up for unique offerings
WBNA Historic House Tour 10.04.2014
Key take-aways:
1. Residents were interested in knowing more
about their neighborhoods
2. Unmet interest in local history and architecture
3. Pride from knowing stories of buildings
4. Pride in having neighborhood host event
5. Community-building / relationship-building
6. Residents surprised by new information
7. Local focus, at the neighborhood level
8. Showcased revitalized section of the city
9. Drew upon younger residential population
10. Slightly gritty = cool factor
38
WaterFire Providence
Key take-aways:
10.11.2014
1. Draw was much larger than Providence residents

2. Enivornment designed to encourage lingering
3. Services/amenities continued to increase (food, entertainment)
4. Partnerships with local businesses and non-profits
5. City fully-committed to supporting the event
6. Photogenic
7. Photographs / status updates became status symbols
8. Seemingly avoided by College Hill residents
9. Drew on history, architecture, arts scene, and waterfront
Figure 27. Observation overview. This figure details the studys contextual
observations and highlights the key findings from each. Authors Image, 2014.
Persona 1: Jim Kelly (long-time Providence resident)

At a Glance:
Narrative:
37 years old
Dedicated father and husband, Jim is a naysayer when it comes

to the city he lives in. Despite the hype Providence receives from
national rankings and reports, Jim is not quick to defend it. He
often tells friends about the citys high unemployment rate, the
struggling economy, the terrible drivers, and bad schools.
Married with two young children

Works at a small tech-focused
engineering firm
Moved to Providence 12 years ago
to be closer to his wifes family
Growing up in the midwest, Jim appreciates some of the natural

beauty of historic Providence and its proximity to the Ocean. That
said, he often forgets to take advantage of city offerings as he is
so consumed by family and work.
Originally from the midwest

Owns a single-family house in the
Elmhurst neighborhood
Jim considers himself to be a long-time Providence resident,

and now refers to himself and his wife as lifers. Aside from family
and colleagues, however, Jim assumes an extended network or
community will not exist for him in Providence.
Enjoys walking in the neighborhood

with his wife and kids
Figure 28. Jim Kelly. Picture representing

persona 1. Authors image, 2014.
39
Needs:
Pain Points:
Perceptions:
Confidence in his current location, for

his family and for his career
High tax burden for seemingly low

services
Providence is not progressing
Reminders of what the area offers him

and his family
Not meeting people outside of his

work and childrens schools
Greater sense of community, and

feeling of city investment in his family
Traveling into downtown with family

Breaking away from family and work
obligations
He lives in Providence purely because

his wife decided to move home (to the
area in which she grew up)
Though his family has seen personal
growth in the past twelve years, the city
has not
There are not a lot of job opportunities
for him in the Providence area.
Figure 29. Persona 1 (Jim Kelly). This describes user persona 1, a long-time resident
of Providence who lives in the Elmhurst neighborhood. Authors Image, 2014.
Persona 2: Paula Cook (long-time Providence resident)

At a Glance:
Narrative:
55 years old
Paula grew up in Providence and has bitersweet feelings about

living in the city. The thriving, manufacturing center of Providence
she remembers as a child seems to have disappeared, and the
dark days of corrupt politicians and a slumping economy seem
to be ever-present in her mind as she ages. She decided to stay
in Providence after taking care of her sick mother, and eventually
inherited her mothers house in the Hope neighborhood.
Married, with older children

Middle school teacher in
neighboring town
Grew up in the Hope neighborhood
of Providence, inherited her
childhood home
Though Paula wishes to once again see a thriving Providence,

it seems the crime in her neighborhood has her doubting it will
happen. Events happen throughout the city, but Paula does not
attend, assuming they are merely repeats of previous events.
In her mind, she will not see anything new in Providence after
spending over five decades of her life in the city.
Pursued both her undergraduate

and graduate degrees within the
State of Rhode Island
Contemplating retirement
Encourages her kids to settle in
the Boston area, where the job
prospects are better
Figure 30. Paula Cook. Picture representing persona 2. Brooks, 2008. Retrieved from
www.facebook.com/cabrooks46?fref=ts&ref=br_tf. Reprinted with permission.
40
Needs:
Pain Points:
Perceptions:
Confidence in her current location, for

her family and for her career
High tax burden for seemingly low

services
Reminders of all the city offers her and

her family
Thinking that her children cannot return

to Providence as she had done
Providence is not a great place for

her children to relocate to due to the
economy
Greater sense of community

A new lens for viewing Providence
Working with Greater Providences

youth on a daily basis and not thinking
positively about its future
Proximity to family and friends
Lack of energy after a long day at work
Corrupt politics will never go away

(theyre status quo)
Shes staying in Providence because
theres nowhere else to go
Beaches are nice, but such a hassle to
get to during peak season
Figure 31. Persona 2 (Paula Cook). This describes user persona 2, a long-time resident
of Providence who lives in the Hope neighborhood. Authors Image, 2014.
Persona 3: Sophia Manrique (recent transplant)

At a Glance:
Narrative:
26 years old
Sophia recently moved to Providence to pursue a job opportunity.

With the nation still recovering from recession, Sophia worried
about landing a job that would not only be interesting to her, but
also utilize her formal education and training.
Single with no children

Works in marketing at a start-up
Moved to Providence six months
ago to pursue the job opportunity
Excited to move to the city, Sophia was a bit apprehensive about

moving to a smaller urban area than she was used to. While she
appreciates the scenic attributes of Providence, she finds herself
taking the train back to NYC to see friends often.
Has lived in many states, and most

recently finished up her advanced
degree in New York City
The recent addition of a dog to her household has gotten her

to stay in town a bit more on the weekends, but she is afraid of
becoming lonely in Providence.
Rents a single bedroom apartment

in Providences trendy West End
Moved to Providence only knowing
one person (through another friend)
Sophia also wonders what to answer when her friends ask her
what living in Providence is like. Although she has enjoyed
discovering its many pockets, she cant help thinking that her
friends pity her for not being in NYC or Boston.
Recently adopted a dog, for the

company and walking companion
Figure 32. Sophia Manrique. Picture representing persona 3. Warman, 2014. Retrieved
from www.facebook.com/cynthia.warman?fref=ts. Reprinted with permission.
Needs:
Pain Points:
Perceptions:
Confidence in her current location, for

herself and for her career
Not having other people to explore the

city with
Knowledge of the city, exposure to its

many hidden gems and its history
Feeling like an outsider in a small,

already established community
Providence is beautiful and filled with

smart, quirky people (one of whom she
yet knows)
Greater sense of community and

a network of like-minded young
professionals
Battling the insecurity of not being in a

larger city
An evident thriving downtown
41
Pleasantly surprised by the food and

arts scene in Providence
Sophia feels like shes not meant to like
the city (and that others are judging her
decision to live in it)
Figure 33. Persona 3 (Sophia Manrique). This describes user persona 3, a recent
transplant to Providence who lives in the West End. Authors Image, 2014.
Persona 4: Jessica Lee (NEW: semi-recent transplant)

At a Glance:
Narrative:
32 years old
Works at a large corporation

headquartered in the area
Jessica really was similar to Sophia not long ago, but being in
Providence for a few years has allowed her to finally feel at home.
She has started to appreciate the quality of life and amenities
present in Providence, especially when compared to the cost of
living in nearby Boston and NYC.
Moved to Providence four years ago

for the job, noting she wanted to
live in the nearest city to her work
Whats more, Jessica loves outdoor activites and being within a

fifteen minute drive of the Ocean.
Single, but dating
Grew up in New England,

something that influenced her
decision to move closer to home
Jessica works at a large, publicly-traded company near Providence

but finds many of her colleagues to be older than she is and
married with children.
Rents a loft downtown with friends
Jessica has met great friends through the city, but is always
looking for more people to share it with. She often convinces her
out-of-state friends to spend long weekends in Providence as
opposed to more expensive vacation options.
Moved to Providence not knowing

anyone, but met people through
mutual interests and friends
Figure 34. Jessica Lee. Picture representing persona 4. Bourne, 2014.

Retrieved from instagram.com/hipsterhabby. Reprinted with permission.
Needs:
Pain Points:
Perceptions:
More of the same: interesting people

who are committed to the city
A seemingly limited network of

young professionals
Providence has the ability for Jessica to

make it her own
Consistently high quality of life
Providence public transit options
Access to outdoor and recreational

activities
Perceived poor impression of

Providence (friends and family)
Jessica has gotten to meet people

throughout the city, and has the luxury
of being able to follow up with them
easily
A thriving downtown arts and culture

scene, supported by nearby colleges
and universities
42
Jessica wants to share the greatness

she currently sees in her city with others
Jessica has become a PVD advocate
Figure 35. Persona 4 (Jessica Lee). This describes user persona 4, a semi-recent
transplant to Providence who lives downtown. Authors Image, 2014.
Key Insights
Analysis and synthesis of data resulted in several
key insights to help guide opportunity-mapping
and project development
43
INSIGHT 1
INSIGHT 2
INSIGHT 3
INSIGHT 4
Long-time resident does not

mean lifer
Providence often looks better

through the eyes of visitors
Providence residents often take

what they have for granted
Things that bring residents pride

are often hard to visualize
Going into the study, I assumed the term

long-time Providence resident would
only apply to those residents who grew
up in and around Providence. Through
research, it was evident that long-time
just meant long enough for the novelty of
Providence to have worn off.
Multiple times, the study pointed to the

fact that visitors and out-of-state guests
tended to visibly enjoy Providence more
than the citys own residents.
Long-time residents often forgot the

things that make Providence unique.
Regularity of events and amenities
sometimes created a loss of interest or
notice in residents.
Emotion and perception played a large

part in the satisfaction of residents, but
these things were often hard to visualize
and share.
INSIGHT 5
INSIGHT 6
INSIGHT 7
INSIGHT 8
Residents experience pride

when showcasing city elements
Many residents are seeking an

expanded sense of community
Providence continues to rank

high nationally, but sometimes
goes unnoticed locally
Providence offers sense of

ownership for residents
Pride was sometimes acquired by

residents showing others the things
they appreciated and noticed about
Providence.
The smallness of the city and its

population was often seen as a limiting
factor for networking and community,
therefore becoming a self-fulfilling
prophecy.
While the national spotlight consistently

shone on Providence for its many positive
attributes, thoughts of the economy and
recession lingered locally.
Scale and accessibility made Providence

an ideal city for residents (new and old)
to get connected and engaged.
Research Findings at a Glance
Generators of resident pride
Potential barriers to resident pride
Rich and living history, evident

and inherent
Historic New England charm, architecture

and preservation
High national rankings, including best

City to Live In, 2014 (Travel and Leisure)
Easy access to Boston, NYC, Cape Cod,

Canada, greater New England
Easily accessible and walkable, charm

and opportunities in geographic scale
Easy access to surrounding areas and

amenities (ocean, farms, woods, etc.)
Providence
Transplants see Providence through new

eyes, often with the help of others
Frequent national spotlight
User-generated content displaying

amenities, unique characteristics
Opportunity to tap into inherent knowledge

base, established communities
Access to culture, diversity, food,

unique neighborhoods
Opportunities for personal growth,

community involvement
Lack of exposure
Long-time residents
Taking amenities for granted
Ability to compare other experiences

with current state in Providence.
New transplants
Current state of economy and tax burden
Negativity based on previous issues
Group often last to defend Providence
Lack of fresh eyes

Concern for career opportunities
44
Semi-recent transplants
Not being exposed to Greater Providence
Area school performance
Affordability and general cost of living
Figure 36. Research findings map. This figure shows high-level contributors and detractors of resident
pride as discovered through research, and organizes them by resident type. Authors Image, 2014.
DESIGN OPPORTUNITIES &

CRITERIA
45
Figure 37. College Hill View. A vantage of various buildings owned by Brown University, with the
Perry and Marty Granoff Center for the Creative Arts in the foreground. Authors Image, 2014.
Opportunities for Design

Prioritized opportunities
46
INSIGHTS
HOW MIGHT WE...
THERE IS AN OPPORTUNITY...
Long-time resident does not always

mean lifer, and often includes
transplants
...engage a larger target audience than originally

anticipated, and capitalize on this increased audience?
...to capitalize on the amount of residents who fit this profile,

and to use this to help propel project momentum.
Providence often looks better

through the eyes of visitors
...create a fresh eyes view of Providence for both longtime and new residents of the city?
...to have residents gain pride simply by showing them their

surroundings in a new way (even in ways outsiders see them).
Providence residents often take

what they have for granted
...remind residents of the things that make Providence a

unique and incredible city?
...to increase resident pride simply by reminding residents of

the unique and favorable things Providence offers.
Things that bring residents pride

are often hard to visualize
...start to visualize and quantify the intangibles which often

bring residents pride in Providence?
...to visualize the intangible things which often bring

residents pride so that we can build upon them?
Residents experience pride when

showing others the positive
elements of their city
...create more opportunities (distinct and subtle) for

residents to showcase their city to others?
...to let residents spread city pride to those around them.
Many residents seek an expanded

sense of community
...draw upon the unique residents of Providence to help

establish expanded or new communities based on mutual
interests and a passion for the city?
...to provide expanded community opportunities for

residents, whether they be physical or virtual, centered
around living in Providence.
Providence continues to rank high

nationally, but sometimes goes
unnoticed locally
...raise the local perception of Providence so that it is more

in line with the perception of visitors, tourists, national
publications, etc.?
...for residents to see their city with the same respect that
outsiders do, and to have them believe they live in a unique
and positive place.
Providence can offer a sense of

ownership to residents due to scale
...leverage the scale of the city to create more ownership

and pride in Providence residents?
...to leverage the city scale to have residents take larger

control of their citys destiny.
Design Criteria
IN ORDER FOR THIS PROJECT TO BE CONSIDERED SUCCESSFUL:

Target audience residents will look at the city through new lenses which
are easily accessible on both the emotional and physical levels.
Communities may be created, strengthened, and fostered through shared
community touch points.
User-generated content will bring residents closer to their city, and allow
them to interface with others within their community.
Interest in Providence from outside of the city will be increased by the
creation of access points throughout the city.
Chosen concept(s) will increase locals awareness of the amenities and
positive attributes Providence possesses through offering new lenses with
which to view the city.
Increased resident pride will affect the greater economic climate by
encouraging residents to continue living in Providence, while encouraging
businesses to continue investing and building within the city limits.
47
Figure 38. Downtown Providence buildings. Looking upward at downtown Providence

buildings, with the historic Turks Head Building in the foreground. Authors Image, 2014.
Project Reframe
SUMMARY
I reframed the project to effectively solve to the opportunities
presented from my research.
Through my research, it emerged that Providence possessed
many assets in which residents take pride. It also became evident
that long-time and new residents needed new, focused lenses
with which to view their city so that its positive attributes could
be highlighted. Finally, it was evident that residents desired an
expanded sense of community.
These three things together led me to investigate ways in which
residents could see their city through new lenses, with fresh
perspectives. Furthermore, they allowed me to realize that this
could and should be accomplished on multiple levels and scales.
Solutions would center around providing this new perspective at
personal, neighborhood, and City levels.
48
Figure 39. Downtown sunset. Sunset in Providence, as captured looking

North alongside the Providence River. Authors Image, 2011.
PROTOTYPE DEVELOMPENT
& TESTING
49
Figure 40. Brick pattern. Sidewalk detail near South Main

Street in downtown Providence. Authors Image, 2014.
Prototype Ideas & the

Concept Development
Process
Key Opportunity
High-Level Concept Areas
Engage Residents on
Personal Level
Engage residents on
Neighborhood Level
Engage residents on
City-wide Level
High-Level Prototype Ideas
1.
JOURNALING AND
SELF-REFLECTION
2.
COMMUNITY-BUILDING
BASED ON PHYSICAL
ENVIRONMENT
3.
INTERACTION WITH
BUILT INSTALLATIONS
AND/OR SYSTEMS
FROM OPPORTUNITY TO
POTENTIAL SOLUTIONS
After closely evaluating key insights and
opportunities, I narrowed my focus and began to
generate ideas. I wanted concepts to revolve around
the high-level concept areas of engaging residents
on a personal, neighborhood, and/or City level.
I found that by going through an early idea
generation phase that was not too constrained by
the high-level concept areas, I was able to go much
further, much faster.
Concepts were then filtered, evaluated, and refined.
Initial prototypes were tested with research subjects,
and a final direction was chosen.
There is an opportunity to increase

pride for long-term Providence
residents by letting them view their
city through new lenses.
Exploration of
Diverse Concepts
Chosen Concept
Prototypes
Prototype Testing,
Concept Refinement
50
Figure 41. Concept develoment process. This figure represents the

authors concept develompent process. Authors Image, 2014.
Concept Exploration (1 of 6)
Personal
Personal
City-wide
Neighborhood
City-wide
PROS
CONS
OF INTEREST
PROS
CONS
OF INTEREST
Highly visible and accessible
High capital cost investment
Highly visible and accessible
High capital cost investment
Interactive for multiple ages
Potential maintenance cost
Novel model, easily adaptable

for additional cities throughout
Rhode Island and New England
Interactive for multiple ages
Potential maintenance cost

for additional cities throughout
Rhode Island and New England
Captures frequently mentioned

assets (architecture, nature, etc.)
Requires permission and use of

city land
Opportunity to engage with local

artists and manufacturers
Offers opportunity for

individuals to create shared
content
Requires permission and use of

city land
Opportunity to engage with local

artists and manufacturers
May detract from natural beauty

of city by focusing on usergenerated images and content
relating to Providence
Opportunity to co-brand with

specific neighborhood events
and initiatives
Literally frames and offers new

perspective for viewing city
Has potential to engage
companies and organizations
51
Neighborhood
Opportunity to co-brand with

specific neighborhood events
and initiatives
Offers opportunity to create

and expand sub-communities
Offers opportunity for direct
messaging from city
May require monitoring
Figure 42. Exploration of Concepts (1 & 2). This figure shows two diverse concepts, and applies
evaluation to each by noting their pros, cons, and features of interest. Authors Image, 2014.
Personal
Personal
City-wide
Neighborhood
City-wide
PROS
CONS
OF INTEREST
PROS
CONS
OF INTEREST
Reminds residents of the history

and interesting facts that
surround them, physically
Potentially high capital cost
Opportunity to engage with both

local artists and manufacturers
Constant positive influence
Requires dedicated volunteers

Hard to track success
Operates at both a city and

neighborhood level
May require permission and land

use, both public and private
Individuals versed in history,

culture, economics, and more
Offers the opportunity to

increase resident pride within
many sub-communities
Rotates to offer more

information per year
May be ignored
Offers ability to highlight

things, both small and large
52
Neighborhood
Potential maintenance issues
May be too small to be noticed

by those from outside the city
limits
Can represent facts small and

large, and can be co-branded
alongside regional events,
business initiatives, and more
Can become part of the
many walking tours already
happening within Providences
neighborhoods
Works within degrees of

separation in an already small
city (both geographically and
population-wise)
Relies on individuals within

different communities to engage
those around them
Trust is found in loved ones and

friends
Brand ambassadors could be
used to attract new talent to
local businesses
Opportunity to incentivize
volunteers, engage them further
into Providence
Personal
Personal
City-wide
Neighborhood
City-wide
PROS
CONS
OF INTEREST
PROS
CONS
OF INTEREST
Fun and interactive
May be a short-lived initiative
Highly accessible
Accessible to all personas
Residents may only engage once

for other locations
Relies on users frequently

accessing mobile platform
Mobile platform may offer

opportunities for additional
funding, through advertising
Increases pride around specific

objects and events
Minimal opportunities for usergenerated content
Is not overbearing in messaging
May be hard to engage

community outside of city limits
Extremely low capital investment

Highlights long-time residents
surroundings in new ways
53
Neighborhood
Scavenger hunts could be run for

both groups or individuals
May be interesting to sub-divide
scavenger hunts by modes
of transportation (pedestrian,
bicycle, car, public transit)
Suggestions generated by
multiple sources, including
aggregated data from other
users, the news, the weather,
and more
Mobile platform = potentially
low capital investment
Relies on user-generated
content, almost exclusively
Requires constantly
updated information from
organizations (regarding
events, schedules, etc.)
Mobile platform allows virtual

links so that users can easily
explore more things
Mobile platform = easy updates
Personal
Personal
City-wide
Neighborhood
City-wide
PROS
CONS
OF INTEREST
PROS
CONS
OF INTEREST
Provides a glimpse of
Providence-specific statistics, but
in comparison to other areas
Statistics will not always favor

Providence, thus resulting in
further diminished resident pride
Transparency in government has

worked extremely well, and this
may offer an additional layer
of transparency by providing
residents with more information
about their city
Provides fresh eyes views for

both target users, long-time
residents and recent transplants
Requires a dedicated partnership
Most research subjects

mentioned they were most
proud of Providence when
showing it to recent transplants
or to visitors
Gives Providence residents

This initiative is most successful
context to the news and statistics when spread throughout all
channels of data exchange
they hear and dwell upon
(public and private)
Highlights Providences success
in areas, and showcases areas for With borders so close, this could
actually encourage residents to
improvement
move out of Providence and into
nearby suburbs or Massachusetts
54
Neighborhood
Seeing the misfortune or demise

of other locations often increases
the sense of pride locally
Balance of this information and
potential elitism.
Encourages both user groups

to explore the area around
them, and to share common
successes
Encourages actual information
exchange about the city
Encourages communication
about citys assets
Requires critical thinking as to

how pairs are assigned
Many variables could mean
higher likelihood of negative
experiences
Similarly, most new transplant

research subjects mentioned
they gained pride in their city by
being shown the city by others
Many mentor/mentee
relationships set up like this
across universities
Personal
Personal
City-wide
Neighborhood
City-wide
PROS
CONS
OF INTEREST
PROS
CONS
OF INTEREST
Builds off success of StoryCorp

and other similar initiatives
Requires dedication and

persistance
To my understanding, truly novel

information delivery method
Unclear the effect on the

economic and business
community
Accessible and quickly

communicates why employees
are working in a great city
Potential to come off as

sponsored by the city
Individuals finish with something

that is a reflection of themselves
Aggregating of data could

result in suggestions for small
communities
Opportunity to connect people
and places which would
otherwise never be connected
Builds trust and relationship

between employer and
employee
May be a limited amounts of

data to pull from, creating a
limited engagement longevity
Might be of interest to see how

residents reply to their employer
making a statement about
residing and working in the city
References a City Pride

Project Initiative by the City of
Providence in the 1970s
Easy distribution
Providence becomes the glue

that holds the story together
Activities encourage exploration
Appropriate for multiple ages
Accessible, various platforms
55
Neighborhood
Could be seen as too selfcentered of an initiative

Privacy concerns over sharing
Variable individual corporation

policies
Businesses often support

initiatives which help validate
their presence in Providence
Personal
Neighborhood
Personal
City-wide
Neighborhood
City-wide
PROS
CONS
OF INTEREST
PROS
CONS
OF INTEREST
Possibility to work across

multiple channels
To be most successful, requires

operation across multiple
channels
Offers a promise before

offering any benefit
Forces long-time residents to

view the city in a way that is
similar to how tourists do
Capital cost investment
This might be an interesting

social experiment, rather than a
full-fledged campaign
Very clearly showcases the

difference in how things are
communicated and interpreted
Provides information about
geographic location that is
interesting, relevant, and
meaningful to users
Rapidly evolving surroundings

may require constant editing
Essentially offers a view of

Providence through rosecolored glasses
Activities encourage interaction

with the city and its amenities
Accessible for all ages
Requires dedication and time

from long-time residents
Requires a willing audience,
which potentially does not
capture all personas
The display and sharing of results

could take on multiple forms,
including installations and gallery
exhibits
Can be executed as an activity

for both individuals and groups
Gets rid of impersonal

directions and way-finding
56

Evaluating my concept exploration resulted
in two concepts for initial prototyping.
CONCEPT 1
Reflections on Providence
Real-time and reflective journaling and
documentation culminate to showcase
residents views on areas of the city and
the citys performance through their eyes.
Sharing their perspectives with others
offers a new view for both parties
involved, and sparks a conversation.
CONCEPT 2
Windows to Providence
Viewing the city through prescribed
lenses offers residents the ability to focus
on features, stories, and elements.
Windows are positioned with care and
rationale, and supplemental information
helps viewers understand all they are
viewing through the windows.
57
Figure 48. Preliminary chosen concepts. This figure shows the two concepts chosen to go into prototype and
evaluation, and offers a look at the original concepts that contributed to their creation. Authors Image, 2014.

Concept 1: A Facilitated Workshop
Personal
Neighborhood
City-wide
Diverse group of Providence residents, including longtime, semi-recent transplants, and new transplants
work to visualize their interpretation of city elements.
They focus on key geographic areas of the city,

prescribed by the facilitator.
CONCEPT 1
Real-time and reflective journaling and
documentation culminate to showcase
residents views on areas of the city and
the citys performance through their eyes.
Sharing their perspectives with others
offers a new view for both parties
involved, and sparks a conversation.
Following this activity, they go through various images

which showcase elements of Providence, including
landmarks, neighborhoods, notable individuals, events,
and more.
Residents are asked to free associate the first three to

five things that come to mind with each picture.
Diverse group of residents then share both their

images of Providence, and their association to features
within the city.
By sharing their reflections on Providence,

conversations can begin about various connotations,
similarities, differences.
Those with negative connotations to an element or

area of the city may be met with someone who has a
positive connotation to the same element or area.
This activity can also be done individually in real-time,
with residents coming together (either physically or
virtually) at a later date to compare.
58
Figure 49. Concept 1: Reflections on Providence. This figure visualizes how

Concept 1 would work in prototype form. Authors Image, 2014.

Concept 1
Concept Testing took place on Saturday, October 25, 2014. Seven residents did
reflective activities together, then shared their results and experiences.
Long-time resident
Semi-recent
transplant
Semi-recent transplant,
community advocate
Long-time resident,
architect and planner
Recent transplant
Semi-recent
transplant
59
Figure 50. Concept 1 prototype testing. This figure shows research

subject testing of Concept 1s prototype. Authors Image, 2014.

Concept 2: A Site-Specific Installation
Personal
Neighborhood
City-wide
Resident (long-time, semi-recent transplant, recent

transplant) or visitor notices window(s) within the city
of Providence
User approaches the window and immediately

situates themselves to observe the view
User is met with information about the view.

Information may include historical context, business
context, cultural relevance, and more
User is given information for follow-up activities, such

as learning more about buildings, businesses, or
organizations
User is also given the location of other windows

throughout the city, thanks to an included map
User shares their experience with others, thus

promoting and advertising the windows
CONCEPT 2
Viewing the city through prescribed
lenses offers residents the ability to focus
on features, stories, and elements.
Windows are positioned with care and
rationale, and supplemental information
helps viewers understand all they are
viewing through the windows.
Opportunity for self-guided Providence tours (for both

the local and the visitor) via mapping the windows
60
Figure 51. Concept 2: Windows to Providence. This figure visualizes how

Concept 2 would work in prototype form. Authors Image, 2014.

Concept 2
Concept Testing took place between 12:00pm and 8:30pm on Monday, October
27, 2014. Four residents experienced this prototype in context.
61
Figure 52. Concept 2 prototype testing. This figure shows research

subject testing of Concept 2s prototype. Authors Image, 2014.

Overheard
CONCEPT 1
62
I like writing about the images more than

drawing images myself. Thats too hard.
Its so cool to see the city framed this way. I

would have never stopped here otherwise.
Can I take these images with me? I love being

reminded of the good things about our city.
Have you thought about how people will

approach the frame?
Sharing our diverse impressions of the city

was my favorite part.
This is a lot of text. Im not sure I would read

it all. But I know I would look at the view.
I like being reminded of my own personal

experiences with regard to each of these.
I could see these all over the city. Kind of like

a destination.
I like learning about how other people see

the city.
I wonder how other people see the city

through this. Would be cool to know.
Even my kids could have fun with this.
I like how its not too obtrusive. I like the

scale and that its white.
I feel like, even thinking about Providence

and doing this activity, Im part of its future.
Oh! Do you think they could be custom, per

neighborhood? Made by locals?
CONCEPT 2
Figure 53. Prototype testing feedback. This figure captures direct quotes
from research subjects who tested the prototypes. Authors Image, 2014.
Concept Testing Findings
FINDINGS BASED ON TESTING BOTH PROTOTYPES

WITH TARGET AUDIENCES, IN CONTEXT:
CONCEPT 1
63
CONCEPT 2
1
Residents enjoyed seeing themselves within the city, whether this was
accomplished physically or emotionally.
Residents enjoyed sharing their experiences in Providence with others,

but didnt necessarily have the time or energy to constantly journal.
Residents liked being directed, but only to a certain extent.
Satisfaction came with discovery (of new places, facts, neighbors,

friends, etc).
While Concept 1 worked well to connect individuals, it was not

completely successful at making a city-wide impact. Conversely,
while Concept 2 made a large neighborhood and city-wide impact, it
seemed a bit impersonal.
Residents enjoyed creating their own content with relation to

Providence, so long as it was convenient and not too time-consuming
to do so.
Both prototypes were accepted and valued by long-time residents and

semi-recent ransplants.
Concept Validation (1 of 3)
Concept Validation was accomplished by evaluating how well the two prototyped concepts performed in
relation to the previously established design criteria.
YES
DESIGN CRITERIA (reference page 00)
CONCEPT 2
NO
NO
YES
UNKNOWN AT
THIS TIME
CONCEPT 1
UNKNOWN AT
THIS TIME
KEY TAKEAWAY: Each concept had strengths and weaknesses when compared to initial design criteria.
Target audience residents will look at the city through new

lenses which are easily accessible on both the emotional and
physical levels.
Communities may be created, strengthened, and fostered
through shared community touch points.
User-generated content will bring residents closer to their

city, and allow them to exchange with others within their
community.
Interest in Providence from outside of the city will be
increased by the creation of access points throughout the
city.
Chosen concept(s) will increase locals awareness of the
amenities and positive attributes Providence possesses
through offering new lenses with which to view the city.
Increased resident pride will affect greater economic climate
by encouraging residents to continue living in Providence,
while encouraging businesses to continue investing and
building within the city limits.
64
Figure 54. Concept Validation (1 of 3). This figure shows how well each
concept satisfies the aforementioned design criteria. Authors Image, 2014.
CONCEPT 2
YES
NO
NO
YES
UNKNOWN AT
THIS TIME
CONCEPT 1
UNKNOWN AT
THIS TIME
Concept Validation was also accomplished by evaluating how well the two prototyped concepts solved
to the original research question: how can we drive resident pride and quality of life for long-term and
first-time residents of Providence?
Is this concept driving toward an increase of

resident pride?
Is this concept driving toward an increase of

quality of life for residents?
Is this concept appropriate, approachable, and

relevant for long-term Providence residents?
Is this concept appropriate, approachable, and

relevant for first-time Providence residents?
65
concept solves to the original research question. Authors Image, 2014.
Finally, Concept Validation was completed by evaluating how relevant and meaningful each
concept was to the previously-established user personas.
CONCEPT 2
YES
NO
NO
YES
IS THIS CONCEPT RELEVANT AND

MEANINGFUL TO THE ESTABLISHED
PERSONAS? (reference pages 3942)
UNKNOWN AT
THIS TIME
CONCEPT 1
UNKNOWN AT
THIS TIME
KEY TAKEAWAY: Concept elements should be strengthened to satisfy all users more robustly.
JIM KELLY
37
LONG-TIME
RESIDENT
PAULA COOK
55
LONG-TIME
RESIDENT
SOPHIA M ANRIQUE
26
RECENT
TRANSPLANT
JESSICA LEE
32
SEMI-RECENT
TRANSPLANT
66
concept satisfies the needs of each identified persona. Authors Image, 2014.
FINAL DESIGN TO MARKET
67
Figure 57. Providence WWII Memorial. Providences WWII Memorial in the

foreground, with a historic streetscape in the background. Authors Image, 2014.

Direction
Testing the prototypes with their target audiences and evaluating their fulfillment of design
criteria allowed for objective analysis of successes and failures. A combination of elements from
both then came together to create one final, chosen concept direction.
FINAL CONCEPT DIRECTION:

An overall city pride initiative, comprised of multiple players and interfaces.
Interface 1: Windows installed throughout the city act as part of a bigger system with public /
private interest. Designed and constructed locally in relation to neighborhoods.
Interface 2: Framed sperspectives / views of Providence and highlighted features, connecting
viewers to physical surroundings.
Interface 3: Increased knowledge of local organizations, businesses and causes.
Interface 4: Hashtagged labeling of installations and businesses to create greater network of
viewers, making sub-communities of people based on their visits.
Interface 5: Windows become a sequential journey for viewers as they travel through the city,
further connecting visitors to the physical city, and thus increasing resident pride.
68

Direction
UNKNOWN AT
THIS TIME
NO
YES
Once established, the final concept direction was evaluated against the previously-determined
design criteria:
DESIGN CRITERIA (reference page 00)

Target residents will look at the city through new lenses which are easily accessible on
both the emotional and physical levels.
Communities may be created, strengthened, and fostered through shared community
touch points.
User-generated content will bring residents closer to their city, and allow them to
interfacee with others within their community.
Interest in Providence from outside of the city will be increased by the creation of
access points throughout the city.
Chosen concept(s) will increase locals awareness of the amenities and positive
attributes Providence possesses through offering new lenses with which to view the city.
Increased resident pride will affect the greater economic climate by encouraging
residents to continue living in Providence, while encouraging businesses to continue
investing and building within the city limits.
69
Figure 58. Final, chosen concept and design criteria. This figure evaluates how well the
final, chosen concept satisfies the aforementioned design criteria. Authors Image, 2014.
Final Prototype
Windows to Providence was a strategic proposal
for increasing resident pride within cities, using
Providence, Rhode Island as a case study.
This proposal detailed the high-level steps a city
could take to increase their resident pride, and
then showcased the methodology in a case study
for the City of Providence.
Additionally, it documented the anticipated
inputs, outputs, and results for key stakeholders
so they could understand their unique roles in
the proposals success.
70
Figure 59. Windows to Providence, final prototype. This digital rendering shows the projects final prototype,
Windows to Providence, a strategic proposal for increasing resident pride. Authors Image, 2014.
CONTENTS
1. OVERVIEW
OVERVIEW
Final Prototype
2. PROVIDENCE
This proposal is a direct result of a 2014 proposed initiative by

Mark Guarraia. His initiative, Windows to Providence, stemmed
from his passion for the City of Providence and was guided by
design management methods and tools, in fulfillment of his
course work at the Savannah College of Art and Design.
This proposal is intended for current and future stakeholders in
cities across the United States: May your cities continue to grow
and prosper, and may city residents continue to look favorably
on the places in which they choose to live, work, and play.
71
Background: Rhode Islands Capital City

3. CASE STUDY
Steps 1-6
CASE STUDY
ABOUT THIS STRATEGIC PROPOSAL:
PROVIDENCE
Increasing Resident Pride

6 Steps to Increased Resident Pride
Figure 60. Windows to Providence, page 1. This figure shows the first page of the proposal,
which offers background information and a table of contents. Authors Image, 2014.
With such uncertainty and diminished pride, however, comes great

opportunity. Each city is unique, with residents longing to love and
share where they live, work, and play.
By drawing on cities unique assets and listening to the needs and
desires of residents, substantial gains can be made in the area of
resident pride. Whats more, cities can use this positive momentum
to continue attracting individuals, families, tourists, and businesses
to their respective areas.
72
PROVIDENCE
Across the United States, cities of various sizes are dealing with
diminished resident pride. As the country emerges from a recession,
many cities are still dealing with high unemployment rates, corrupt
politics, and uncertain futures.
CASE STUDY
Increasing Resident Pride:
OVERVIEW
Final Prototype
Figure 61. Windows to Providence, page 2. This figure shows the second page of the
proposal, which offers information about resident pride in cities. Authors Image, 2014.
OVERVIEW
Final Prototype
PROVIDENCE
6 Steps to Increased Resident Pride:
STEP 1 | IDENTIFY:
Identify target audience, stakeholders, city assets, and opportunities
STEP 2 | PLAN, DESIGN & BUILD:

STEP 3 | PARTNER:
At a macro-level, there are 6 key steps to increasing

resident pride within cities. These steps are presented at
this broad level, to allow for customization per city.
STEP 4 | INTRODUCE:
These steps are described in more detail within the

following pages, with suggestions and tips for use. The case
study which follows then showcases these steps in action.
Strengthen the offering through ongoing strategic partnerships
Mindfully introduce new initiative to target audience
CASE STUDY
Create a clear plan for what initiative is, and how it will be created
STEP 5 | ENABLE ADOPTION:

Ensure target audience accepts and adopts initiative
STEP 6 | ENABLE LOYALTY:

Drive target audience to become spokespeople
73
Figure 62. Windows to Providence, page 3. This figure shows the third page of the proposal,
which introduces readers to the six key steps outlined in the proposal. Authors Image, 2014.
STEP 1 | IDENTIFY:
What needs to happen:
STEP 3 | PARTNER:
STEP 4 | INTRODUCE:

This step is about identifying key information to guide a new city initiative. In this
step, you must identify target audience (what type or resident are you targeting?), key
stakeholders (who will need to be involved?), city assets and attributes (which can be
leveraged to increase resident pride), potential partners (for a strong offering), and
opportunity areas (how can you have the most impact?)
How it can happen:

Secondary research (on the city, its people, its history, etc.)
Contextual research (observing and talking with residents and stakeholders)
City mapping exercises (closely evaluating activities and key attributes per neighborhood)
Facilitated sessions with stakeholders and residents (to find key pride-enabling elements):
Image sorting activities
Self-reflection, journaling exercises
Landscape assessment (understanding other initiatives and/or partners within the city)
CASE STUDY
PROVIDENCE
OVERVIEW
Final Prototype
Measure of Success:
Actionable identification of listed elements, and a solid understanding of how resident
pride can be positively affected.
74
Figure 63. Windows to Providence, page 4. This figure shows the fourth page of
the proposal, which details Step 1 | Identify. Authors Image, 2014.
STEP 1 | IDENTIFY:
Once the contributors of resident pride are made clear and there is direction
on how to deliver them, a design and construction plan must be set. This
plan should take into account responsible design (socially and ecologically),
planned initiative longevity, any materials and/or labor required, etc.
STEP 3 | PARTNER:
STEP 4 | INTRODUCE:
How it can happen:

Facilitated sessions with stakeholders and residents (to visualize direction from research):
Group concept generation
In-context concept generation (site-specific)
Cross-disciplinary concept generation
Early prototyping
In-context testing and evaluation
Final design and prototyping
Start of implementation
CASE STUDY
PROVIDENCE
OVERVIEW
Final Prototype


75
Measure of Success:
A clear, robust, and actionable plan for the design and construction of initiatve elements.
A fool-proof initiative plan, tied to research findings and input from stakeholders.
Figure 64. Windows to Providence, page 5. This figure shows the fifth page of
the proposal, which details Step 2 | Plan, Design & Build. Authors Image, 2014.
STEP 1 | IDENTIFY:
The relationships with potential partners identified in Step 1 need to be

solidified so that initiative execution can happen as intended. Furthermore,
these partnerships need to be evaluated throughout the duration of the
initiative to ensure meaningful and impactful gains.
STEP 3 | PARTNER:
STEP 4 | INTRODUCE:
How it can happen:

Facilitated sessions with key partners, to gain alignment on methods and actions.
Mapping exercises to show the visual strategy of such partnerships
Constant evaluation of partnership success
Management and oversight of relationship, to ensure constant communication
CASE STUDY
PROVIDENCE
OVERVIEW
Final Prototype

Measure of Success:
Identified, mutually-beneficial partnerships with clear plans for how they will operate and
be maintained, evaluated, and either strengthened or dissolved over time.

76
Figure 65. Windows to Providence, page 6. This figure shows the sixth page of
the proposal, which details Step 3 | Partner. Authors Image, 2014.
STEP 1 | IDENTIFY:
Introducing your target users to your initiative is a critical component for

success. Be sure to evaluate the why, when, where and how this will likely
happen to be sure you create an optimized experience. There is only one
chance to make a positive impression.
STEP 3 | PARTNER:
STEP 4 | INTRODUCE:
How it can happen:

Early and varied prototype testing and evaluation
Anticipated user journey maps
User empathy mapping before, during, and after prototype testing
CASE STUDY
PROVIDENCE
OVERVIEW
Final Prototype

Measure of Success:
A solidly introduced initiative allowing users to easily understand and access initiative
and planned intent. Further, an initiative which encourages use and is not intimidating
(emotionally, physically, or cognitively).

77
Figure 66. Windows to Providence, page 7. This figure shows the seventh page
of the proposal, which details Step 4 | Introduce. Authors Image, 2014.
STEP 1 | IDENTIFY:
Your initiative needs to enable adoption by your target audience. After

being introduced, users need to remain engaged and get value in return of
that engagement.
PROVIDENCE
OVERVIEW
Final Prototype
STEP 3 | PARTNER:
STEP 4 | INTRODUCE:
How it can happen:

Early facilitated sessions with targeted users (to better understand needs and desires)
CASE STUDY

Measure of Success:
An engaged target audience will signal initiative success, and will result in visible
increases in resident pride. Residents will continue to engage for the anticipated
duration of initiative.

78
Figure 67. Windows to Providence, page 8. This figure shows the eighth page
of the proposal, which details Step 5 | Enable Adoption. Authors Image, 2014.
STEP 1 | IDENTIFY:
Once adopted, your initiative must drive loyalty and proliferation. Passion
and continued engagement from your target audience will drive promotion
and increased engagement of initiative, thus encouraging an even greater
increase in resident pride.
STEP 3 | PARTNER:
STEP 4 | INTRODUCE:

How it can happen:

Early facilitated sessions with targeted users (to better understand needs and desires)
Constant monitoring and evaluation of initiative in field
CASE STUDY
PROVIDENCE
OVERVIEW
Final Prototype
Measure of Success:
Your initiative will start linking people in a way that spreads positive publicity about the
initiative, the City, and potentially additional stakeholders.

79
Figure 68. Windows to Providence, page 9. This figure shows the ninth page of
the proposal, which details Step 6 | Enable Loyalty. Authors Image, 2014.
Final Prototype
A recent Gallup poll ranked Rhode Islanders as the most insecure

residents in the nation, stating that they are the most likely to think
there is a better place to live. Providence is both the financial and
cultural core of Rhode Island, and its success extends well beyond its
city limits.
Once the beehive of industry, Providences future requires careful
consideration and evaluation. Manufacturing jobs are gone from
the area, years of political corruption still haunt the city, and many
residents have seemingly lost hope. Rebuilding pride in Providence
is a key component in resident satisfaction and development, as well
as business retention and growth. Design thinking can play a pivotal
role in shifting mindsets and uniquely showcasing all that Providence
has to offer to residents.
80
CASE STUDY
Providence, Rhode Island is suffering from low resident pride

and a slowly recovering economy. With one sixth of Rhode
Islands population living in its capital city, Providence is a critical
component of both State and regional success.
PROVIDENCE
Background: Rhode Islands Capital City
Figure 69. Windows to Providence, page 10. This figure represents page 10 of the proposal which
offers additional background information on Providence. Authors Image, 2014.
Final Prototype
The following pages offer a preliminary case study showcasing

the aforementioned 6 steps to increasing resident pride.
The case study is centered around Providence, Rhode Island.
81
CASE STUDY
Figure 70. Windows to Providence, page 11. This figure represents page 11
of the proposal which sets up the case study. Authors Image, 2014.
Final Prototype
STEP 1 | IDENTIFY (stakeholders):
CITY OF PROVIDENCE:
Committed to rebuilding residential
pride so that Providence is truly
Americans favorite small city.
LOCAL BUSINESS OWNERS:

Interested in positive publicity,
advertising, and a greater
Providence.
RECENT TRANSPLANTS:
New to Providence and looking to
put down roots in a vibrant city with
a like-minded community of people.
TOURISTS:
In for an event or long weekend,
these people are hoping to be
impressed by Providence.
CASE STUDY
Through secondary and primary research, key stakeholders were identified for this
initiative. Stakeholders were chosen for their ability and influence to affect change,
as well as their representation of key Providence attributes.
Specific to this proposal:

Representation from all key
stakeholders was gathered
through interviews, visual
mapping exercises, and
observations.
LOCAL TRADESPEOPLE:
Becoming an integral part of
this initiative through skills and
knowledge.
82
LONG-TIME RESIDENTS:
Needing to remember all that is
great about the city they call home.
LOCAL ORGANIZATIONS:
Interested in sharing knowledge,
increasing awareness, and gaining
positive publicity and advertising.
Figure 71. Windows to Providence, page 12. This figure represents page 12 of the
proposal which explains Step 1 in relation to Providence. Authors Image, 2014.
Final Prototype
STEP 1 | IDENTIFY (elements of pride):

Through secondary and primary research, key pride-instilling elements became evident.
Of note were Providences rich history, architectural gems, natural beauty, and unique and
talented residents.
In this proposal, the City of Providence works with local organizations (including Historical
Society, Preservation Society, environmental groups, tourism agencies, etc.) and key
members of the residential community to identify the key pride-instilling features, places,
and things throughout the city to be highlighted.
CASE STUDY
Specific to this proposal: This was achieved through facilitated sessions, meetings,
conversations, and literature review.
83
Final Prototype

As a result of the physical beauty identified in Step 1 (as well as Providences rich art scene),
it was decided the City would frame views with physical installations and couple these with
information in an effort to increase resident pride.
In this proposal, the City of Providence funds local artists and tradespeople to design and
construct contextually-fitting installations per location. Organizations also provide these
artists with the information enhancing and complimenting each view.
CASE STUDY
Specific to this proposal: This concept was generated and validated through facilitated
sessions with key stakeholders, as well as through various rounds of prototyping.
Why is this important to local organizations?

Simply put, this is an easy and effective way for their
message and information to be delivered.
84
Why is this important to local artists?

This is a paying job that showcases artists
abilities while contributing to the city in
which they live and work.
Final Prototype
STEP 3 | PARTNER:
Knowing the physical manifestation of this initiative enabled strategic
partnerships to be discovered and explored.
In this proposal, the City of Providence partners with local business
leaders through an Adopt-A-Window program to ensure Windows to
Providence is sustained and maintained.
CASE STUDY
Specific to this proposal: This partnership was conceived and validated

through facilitated sessions with key stakeholders, as well as through
various rounds of concept generation, prototyping, evaluation, business
model creation, and scenario mapping.
Why is this important to Providence?

Simply put, Providence can put people
to work constructing and maintaining
the Windows, thanks to the generous,
monthly donations of local businesses
and business leaders.
85
Why is this important to local businesses?

This donation offers free advertising and positive
publicity, seen by thousands of residents and
visitors. Windows may have strategic locations
for businesses. Furthermore, this program may
come with tax incentives for businesses.
Final Prototype
STEP 4 | INTRODUCE:
Understanding the longevity and physical embodiments of this initiative led to thorough design and
evaluation of users introduction to it. The primary goals were to introduce users to the initiative as
well as the pride-instilling framed element. Secondary goals included connecting the users with the
City of Providence, the organizations whose information is displayed, the businesses that maintain
the windows, and the local artists who built them.
Specific to this proposal: This designed introduction was conceived and validated through facilitated
sessions with key stakeholders, as well as through various rounds of prototyping and testing.
Pride-instilling benefit:
Framed view allows users to

experience designed experience,
and connect with Providence in a
positive way.
Provided information allows users

to connect to local organizations
and causes, and increase their
awareness of their surroundings.
CASE STUDY
In this proposal, residents (recent transplants and long-time) and tourists approach installations due
to their unique designs and locations throughout the city.
Knowledge of installation
maintenance creates positive
emotional connection between
users and supporting businesses.
Knowledge of installation design

and creation connects users to
local artists and tradespeople,
and emphasizes local goods.
86
Final Prototype

Windows to Providence represented substantial investment
and collaboration throughout the city, and its opportunity for
further engagement was evident.
In this proposal, the installations continue to excite and lure
residents and visitors beyond first introductions, and continue
the experience for all groups.
Extended engagement happens a few ways:
Users continue approaching

installations throughout city.
87
STEP 5b.
Users specifically seek out installations,

through self-guided tour of Providence.
STEP 5c.
Users share their new knowledge

and facts with friends and family.
CASE STUDY
STEP 5a.
Final Prototype
STEP 6 | ENABLE LOYALTY AND PROLIFERATION:

Through early research, it was evident that Providence residents were looking for an additional way
to engage with those around them; a way to continue building their community. This presented an
opportunity for proliferation through user loyalty, effectively creating free and lasting advertising.
In this proposal, simple hashtagging across social media lets users share their experiences with each
unique installation, presenting an opportunity for sub-communities and connections.
what a view. who knew?!

#WINDOWS2PVD_1
88
CASE STUDY
Final Prototype
OVERVIEW OF PHYSICAL ELEMENTS
CASE STUDY
A brief explanation and understanding of

the concepts physical elements was critical
to understanding their role in the greater
strategic proposal.
89
Figure 78. Windows to Providence, page 19. This figure represents page 19 of the proposal
which explains the physical components of the case study. Authors Image, 2014.
Final Prototype
Inputs
Outputs
Viewing of window and

associated information.
Documentation of visit via
social media.
Information about particular

view, and increased pride.
Increased sense of community
through sharing of experience.

social media.
Information about particular

view, and increased pride.
Increased sense of community
through sharing of experience.

social media.
Unique viewing angle of the

city, and increased positive
impression upon leaving.
Publicity, re-energized
employee base. Positive
attention focused on
Providence.
Information and publicity.

Facts, co-promotion,
advocacy
Public messaging and

increased publicity.
Land use and funding for

creation of Windows. Staff
for maintenance.
Resident and employee

population bases proud to call
Providence home.
Design and construction of

various windows in relation
to neighborhoods.
Public installation of pieces,

sense of pride, funding and
work, publicity.
CASE STUDY
Adopt-a-Window.
Funding toward creation
and maintenance.
SPECIFIC INPUTS AND OUTPUTS

This chart shows the unique and anticipated
inputs and outputs of each stakeholder / user.
90
Figure 79. Windows to Providence, page 20. This figure represents page 20 of the proposal which explains the
various stakeholders inputs and outputs in relation to the case study. Authors Image, 2014.
Final Prototype
OVERVIEW OF EXCHANGES
Long-time residents
The concepts strength came from its ability to

create exchanges and links between people,
organizations, and things in order to effectively
increase resident pride. This map shows a
preliminary look at sample exchanges.
Recent transplants
Tourists
Recent transplants
Tourists
Greater PVD area businesses
Greater PVD organizations
Providence government
CASE STUDY
Greater PVD area businesses
Greater PVD organizations
Providence government
Local arts community
Dashed lines indicate

potential for exchange
Long-time residents
Information
Expanded community
Money
Positive publicity
Talent
91
Figure 80. Windows to Providence, page 21. This figure represents page 21 of the proposal which explains the
overview of exchanges between stakeholdres as a result of the case study. Authors Image, 2014.

Table 1
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENT
City of Providence
Use of land and funds, promotion
across city and residents
Installation of windows
Increase resident pride

Through sharing of information and the
offering of new perspectives
In-person
By providing an accessible and
approachable, interactive landmark
Long-time resident
Individual who has spent 10 or more
years living in Providence
Heighten resident awareness

History, events, culture, etc.
Online
Experiences at each landmark are
captured by users and shared via social
media platforms
New transplant
Individual who is new to the city
Greater PVD-area organizations

Suppliers of information, facts,
images, etc. that feed installations
Also, providers of publicity and
advertising, co-promotions, etc.
Designers and fabricators of each
installation, specific to location
PVD-area business community
Provides funds for creation and
maintenance of installations
Social media platforms
Universal platforms for sharing of user
experiences
PVD Neighborhood Associations
Providers of information, copromotions, events, etc.
Launch social media campaign

Instagram, Facebook, Twitter, LinkedIn
Establish tour route of windows
Create easy navigation path between
windows, destinations
Look for collaborative opportunities
Events and organizations
Promote and support local businesses

Through recognition of maintenance
programs, and through design and
construction of installations
KEY RESOURCES
Create destinations throughout city

Visible, accessible, approachable
destinations
DISTRIBUTION CHANNELS
Build communities
Through neighborhood-specific
installations and through social media
campaign and usage
Physically
On-site at installation. Information
exchanged, physicality of being in the
space, in the moment
Attract tourists
Through city-wide installations and
through social media campaign and
usage
Virtually
Hashtags offer presence and network
outside of just physical experience
Initial funding
Design and construction
Locally designed and produced
Information
To support each installation
Maintenance plan
To ensure longevity of use
Print
Publishing of key stories / perspectives
COST STRUCTURE
REVENUE STREAM / COST BALANCING
Fabrication of installations
Adopt-a-window maintenance sponsorship
Physical installation
City funding
Maintenance of installations
Grant funding
Content creation
Potential for personal donations (much like Waterfire)
Typically a young professional who has
spent only a few years living in the city
Providence-area employee
Individual who travels into the city for
work
Tourist
Unique visitor to the city
City of Providence
Looking to gain a more positive and
proud residential base
PVD-area business community
Looking to gain a more positive and
proud employee base, and to attract
great talent to the city
Advertising and promotional material

Walking tour maps
92
Windows to Providence Business Model Canvas. This table shows the proposed business model for the
aforementioned case study, and provides details in each key information field. Authors image, 2014.

SWOT analysis: Key Partners
Strengths
Weaknesses
Relatively easy to engage all parties involved
Needs buy-in and partnership with one of the established

historical organizations (such as the Providence Preservation
Society or the Rhode Island Historial Society)
Diverse group of partners means an early and easy base

for publicity
Every partner has something to gain by being involved
Greater-PVD organizations is a broad category of partners

and will require careful consideration for selections
Every partner has their own communication channels with

their target audiences
Opportunities
Threats
Provide multiple types of information at each window to

truly leverage the key partners. For instance, each window
could speak to Providence history, a local cause-related
organization, and to architectural preservation.
Partners with an assumed financial obligation may not be

willing to front funds for a new system
Continue building partnerships and have rotating windows,

constantly refreshed with new information
Timeliness and coordination of information between

partners may become critical to success
Collaborate on specific events, perhaps offering night- and

site-specific installations
93
Figure 81. Key partners, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: key partners. Authors Image, 2014.

SWOT analysis: Key Activities
Strengths
Weaknesses
All activities are relatively simple to put in place
Installation of physical components will take both time and

money
Social media campaign is really created and sustained by

users, not by system organizers
Installation of physical components is done by members of
the local arts community, familiar with Providence and the
installation of pieces
Social media campaign completely relies on user

participation
Opportunities
Threats
To create a model of passive advertising, whereby users

interact with installations and then share their experiences
via social media
Vandalism throughout process
Have the physical installations created in collaboration with

the surrounding neighborhood residents
Publication of negative experiences on social media
Monitoring of social media
Coordinate neighborhood installations with meaningful

local events
94
Figure 82. Key activites, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: key activities. Authors Image, 2014.

SWOT analysis: Key Resources
Strengths
Weaknesses
All resources should be relatively easy to get
Unclear who will be creating the stories? for each

installation, and what stake organizations will have
All resources have a definitive start / end date

Resources do not come with highly variable costs
Resources are currently known entities
95
Opportunities
Threats
To hit the ground running with a robust system solution

with known costs
Sustaining sponorships and supporters for the

maintenance program
Potential for volunteer time and effort, minimizing need for

initial funding
Phased launch due to initial funding
Figure 83. Key resources, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: key resources. Authors Image, 2014.

SWOT analysis: Value Proposition
Strengths
Weaknesses
Proven and strong value proposition, given early prototype

testing with target users
As of now, there is no way to quantify increased resident

pride, which makes success hard to measure
All elements are needed within Providence

Elements do not rely on each other, and may be achieved
independently
No distinct value is particularly difficult to achieve
Opportunities
Threats
To become a city-wide system that allows individuals to

feel more connected and proud of their city
Pride is increased for only one of the target users, not all
To feel a bit grassroots in nature
96
Wear and tear and/or vandalism actually results in a

decrease of resident pride
Figure 84. Value proposition, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: value proposition. Authors Image, 2014.

SWOT analysis: Customer Relationships
Strengths
Weaknesses
Straight-forward and proven methods
Ability of target users to only engage in one of the

designed relationships
Easily accessible to most residents

Approachable, and does not require large investment of
time or effort by target users
Opportunities
Threats
To create a complete experience for users: Connecting

them to their physical location, information, local
companies and causes, and other residents
Residents may not travel out of their way to discover new

physical locations
For users to customize their experience with the mix of

physical and virtual relationships
The virtual aspect may minimize the impact of the

physical experience, and discourage users from traveling
throughout city
Users can learn about the other physical locations through

social media
97
Figure 85. Customer relationships, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: customer relationships. Authors Image, 2014.

SWOT analysis: Distribution Channels
Strengths
Weaknesses
Varied approach to reach widest market
Each channel relies on initial input from target users
No channel requires large investment of time or effort from

target users
No channel requires cost to user
Opportunities
Threats
For users to be engaged by all three channels
Privacy concerns or restrictions for virtual channel
For users to create their experience virtually, and to

interact with others based on that experience
For users to build sub-communities, within both their
neighborhoods and city, based on mutual interests
98
Figure 86. Distribution channels, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: distribution channels. Authors Image, 2014.

SWOT analysis: Customer Segment
Strengths
Weaknesses
Many of the customers described are easy to target
Segments are hard to effectively isolate and target
Early prototypes show initial success when reaching these

target customer segments
Segments may have to be targeted on the broad,

cumulative level as opposed to the individual
Each customer has something to gain
Opportunities
Threats
For sub-communities to be built and strengthened

between various customer segments
Lack of interest or support if initiative feels too

sponsored by the city and/or local businesses
For the City of Providence to take a more active role in the

happiness and well-being of its residents
99
Figure 87. Customer segment, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: customer segment. Authors Image, 2014.

SWOT analysis: Cost Structure
Strengths
Weaknesses
All costs are knowns, and roughly fixed
Maintenance costs are required
Many costs are incurred once, with a definitive stop date

Zero cost for virtual components
100
Opportunities
Threats
For volunteered materials and/or service when considering

creation and installation of physical components
Vandalism may represent a variable cost
Figure 88. Cost structure, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: cost structure. Authors Image, 2014.

SWOT analysis: Revenue Streams / Cost Balancing
Strengths
Weaknesses
Established funding techniques, each with predicates in

Providence to reference
No defined revenue stream, as goal is not to raise

funds, but rather increase resident pride
Multi-faceted platform with various angles to work for

grant-funding
Opportunities
Threats
For user-funded donation program
Integrity of physical components will be first to fail if

costs are not balanced, potentially resulting in negative
experiences for users
For grant-funding, specifically taking advantage of grants

that focus on Providence, innovation, the arts, etc.
For universities to help support the system
Perception of tax-payer funding could hurt initiative
To collaborate and fundraise with other city initiatives,

programs, and events
101
Figure 89. Revenue streams, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities,
and threats associated with the proposed business models field: revenue streams. Authors Image, 2014.
Implementation Plan: Windows to Providence
Introduction
Mission, Vision, and Values
Windows to Providence is a 2014 initiative aimed at increasing

resident pride in Providence, Rhode Island; specifically, it targets
recent transplants and long-time residents, as well as Providencearea tourists.
Mission
Windows to Providence is committed to increasing resident pride in the City of
Providence through site-specific installations offering information and interaction
to users.
Vision
The vision is for an enthusiastic and recharged resident population, brought
together by a common interest in Providence and its success.
Values
Throughout the creation and duration of Windows to Providence, the following
values are being upheld:
It is local: Window information, design, and construction all highlight the local
aspect of this initiative.
It is founded on quality: Quality is inherent in all parts of the campaign, from
physical to virtual elements.
It is collabotive: Windows to Providence is committed to creating and fostering
collaborative relationships throughout the city.
Figure 90. Users at window. This digital rendering shows two users interacting
with proposed window-like installations in Providence. Authors Image, 2014.
102
It is informative: The initiative is committed to exposing residents (and tourists)

to the many positive things within the City of Providence.
Implementation Plan: Roadmap

Table 2
Step 1
IDENTIFY
Anticipated Duration:
Step 2
PLAN, DESIGN
& BUILD
Step 3
PARTNER
Step 4
INTRODUCE
Step 5
ENABLE
ADOPTION
Step 6
ENABLE
LOYALTY
3-6 months
3-6 months
Ongoing
1 month
Ongoing
Ongoing
Recognition of prideinstilling features, elements,

locations, etc.
Identification of information
/ installation site
Finalize negotiations with key

partners identified in Step 1
Pre-installation marketing
Continued maintenance of
Windows
Enable users to willingly

communicate or interact with
each other
Direction to artists and

builders on information and
neighbhorhood dynamics
(perhaps with crowd-sourced
design input)
Formalize partnership
Stakeholders
Involved:
Key deliverables:
Site identification for

windows, in conjunction
with city and park officials
Install windows throughout

city and neighborhoods
Initial positive publicity
Possible phase approach to

windows (increasingly more
added every six months)
Approval of design direction
Methods:
Secondary and primary

research (stakeholders)
Facilitated concept
generation sessions
Neighborhood meetings
Construction of windows
Facilitated concept
generation sessions with
stakeholders
TIME: Coordination of key

stakeholders, and balancing
of schedules
FUNDING: Securing
adequate funds for initial
and / or phased launch
LOGISTICS: Securing
intended window sites
103
User-enabled marketing
campaign
Facilitated sessions with

partners to ensure mutuallybeneficial relationship
Initial marketing through

local news organizations,
touting: 1. the arts, 2.
positivity in PVD, 3. local
trades, 4. impact to tourism,
5. neighborhoods
Discreet marketing through

photos and videos
stories of people interacting
with windows
Discreet marketing of
connections made
LOGISTICS: Must have

real-time maintenance of
windows to ensure first
impressions are positive
LOGISTICS: Must have

real-time maintenance
of Windows to ensure
continued impressions are
positive
LOGISTICS: Must maintain

constant oversight of social
media to ensure overall
messaging stays positive
Neighborhood meetings
Formal process (design
input, review, approval)
Continued maintenance and

positive publicity
Formal oversight of
installation
Teaser marketing for build
Formal oversight and

management of AdoptA-Window program and
partnership
Enable potential friendships

or sub-communities
Facilitated concept
generation sessions with
stakeholders to identify
ideal partnerships
City and grant funding
Potential Challenges:
Continued but more discreet

marketing campaign
Initial marketing push
Approval of sites
Application and approval of
initial funding
Continued positive publicity
Formal oversight of build
Formal oversight of
partnership
TIME: Management of key

stakeholders and deadlines
TIME: Constant management

and evolution of partners
LOGISTICS: Coordination
of artists, tradespeople, and
contractors for successful
completion
LOGISTICS: Signage updates

for new partners
Continuous oversight
of hashtagging and
proliferation via social media
stories of sub-communities
and friendships formed
TIME: Following up with

Windows success stories
in real-time for effective
marketing campaigns
Implementation plan roadmap. This table shows the anticipated

roadmap specific to Windows to Providence. Authors image, 2014.
Implementation Plan: Marketing Mix
PRODUCT: what is being offered to the customer?
PRICE: what is the value to the customer?
Windows to Providence offers site-specific physical installations

which frame views of the city.
Due to initial funding and standing partnerships, the windows

are effectively free to residents and tourists.
These frames are supplemented with information and facts about

the framed view, offering users the ability to follow up after visiting.
There is no cost to approach and interact with the windows.
These windows also have information about the companies which

support and maintain them, as well as hashtag coding.
PLACE: how and where does the customer access this initiative?
There is no cost to remain engaged with the windows.

There is no cost to interact with others via the windows.
PROMOTION: how is this being marketed to customers?
Windows are placed throughout the city at key points identified

for their ability to frame specific views and provide certain
information.
Before installation: Positive publicity through papers, news

agencies, artist interviews, and more.
Users access the windows by approaching them within the

environment.
Once installed: Positive publicity through papers, news

agencies, interviews, and more. Also, promotion through
corresponding tour website and word of mouth.
Further, users engage with the Windows through walking and

biking tours, provided by Windows to Providence.
Finally, promotion through social media and hashtagging by

users, monitored by Windows to Providence.
Finally, users engage with the windows through social media and
hashtagging.
104
Figure 91. Windows to Providence marketing mix. This figure explains the
marketing mix (or 4 Ps) of Windows to Providence. Authors Image, 2014.
Implementation Plan: Anticipated Return on Investment (ROI)

Return on Investment
Return on investment is difficult to measure, as
returns are not tangible or easily quantifiable.
That being said, gains are anticipated in three
distinct areas, irrespective of the geography in
which the strategy is deployed.
Increased resident pride

As the foundational component of this strategic proposal,
increased resident pride will be a necessary return on investment.
This increased resident pride will come from both recent
transplants and long-time residents, and will be felt across the city
and its unique neighborhoods.
Increased city appeal and interest

Whether from current residents, the business community, or tourists,
the city can expect an increase in its appeal; it can also expect
increased external interest.
Positive publicity, coupled with marketing and user-generated buzz, will
enhance Providences reputation within and outside of the city limits.
Resident connectivity
Enhanced connectivity will enable stronger communities
and neighborhoods, a more satisfied city population, and an
increased awareness of the initiative.
105
Implementation Plan: Cash Inflows and Outflows
Cash Inflows
Cash Outflows
Design and build expenses
Public funding (Government)

Private funding (foundations and grants)
Steps 1-3
Initial marketing push
Private funding (individual donors)

Monthly maintenance funds from local
businesses
Ongoing public funding and support
Maintenance crew compensation
Steps 4-6
Future advertising revenue
Additional funding for future phases
106
Ongoing marketing efforts

Core team compensation
Ongoing private funding and support
Privately commissioned windows
Core team compensation
Marketing expenses
Future Potential
Business development personnel

Continued design and build expenses
Figure 92. Windows to Providence cash flows. This figure explains the
anticipated cash flows of Windows to Providence. Authors Image, 2014.
CONCLUSIONS &
RECOMMENDATIONS
107
Figure 93. WWII Memorial detail. Providences city crest amongst those of the 38 other towns and
cities in Rhode Island, as seen at the WWII Memorial in downtown Providence. Authors Image, 2014.
Conclusions
A STRATEGIC PROPOSAL FOR INCREASING RESIDENT PRIDE

Although Windows was a specific initiative for Providence, Rhode Island, the core tenets were
universal. By following and customizing the steps in the proposal, any city experiencing diminished
resident pride would be able to chart a clear path toward a successful increase in pride.
FINAL THOUGHTS
SPIRIT | PVD was a fitting and worthy ending to my career at SCAD. This semesters project paired my
passion for Providence with the skills and methodologies of design management.
I set out to discover how innovation and design thinking could positively influence pride and quality of
life for Providence residents. Through contextual research and a disciplined design process, Windows
to Providence became a means for delivery. What is more, the proposal was robust, thorough, and
designed with (and for) the greater Providence community.
I am leaving SCAD with a strategic proposal, rooted in data, that has the ability to positively affect the
residents of Providence, Rhode Island. To me, this is a mark of success.
108
Recommendations
FOR THE CITY OF PROVIDENCE:

It is recommended that the city consider this proposal as a robust and novel initiative for increasing resident
pride, and continue following the steps as proposed in the aforementioned prototype. It is also recommended
that the city appoint a key group of individuals to lead this initiative through development and to full
completion. Finally, it is recommended that Providence share the outcomes and learnings of this initiative with
other cities experiencing diminished resident pride. Through evolution and communication, cities across the
United States can begin re-energizing one of their most valued assets: their residential population.
FOR OTHER CITIES INTERESTED IN THE PROPOSAL:
It is recommended that other cities use this proposal as a starting point for combatting low resident pride,
and critically evaluate and customize the proposed six steps. It is recommended that other cities meet
with stakeholders throughout their metropolitan area to ensure maximum long-term gains. Finally, it is
recommended that other cities not rely solely on the physical artifact represented in Windows to Providence,
but look for the artifact or service most optimized for their geography and residents.
FOR OTHER INTERESTED PARTIES:
It is recommended that others view this proposal as a showcase of the impact design management, as a
discipline, can have on something as broad (yet individualized) as resident pride. Difficult problems abound,
and individuals and groups can use design thinking as a competitive advantage and tool for dissecting and
ultimately solving them.
109
APPENDICES & REFERENCES
110
Figure 94. RISD library. The Rhode Island School of Design library,
as viewed from the circulation desk. Authors Image, 2014.
Appendix A: Project Roadmap

Table 3
111
Project schedule. This table represents the tasks required of this project, and
the associated timelines and duration of tasks. Authors image, 2014.
Appendix B: Creative Brief
The Goal
The Problem
Providence residents are struggling with low resident pride and a

recovering economy.
Providence, Rhode Island is suffering from low resident pride and a slowly
recovering economy. With one sixth of Rhode Islands population living in its
Capital City, Providence is a critical component of both state and regional
success.
SPIRIT | PROVIDENCE seeks to re-instill pride through innovative,

economy-spurring, community-building initiatives.
The Idea
To create a multi-faceted Spirit | PVD guide and campaign system aimed
at increasing current resident pride, and encouraging businesses and
individuals to relocate and to visit the city of Providence.
Accessible and easy to use, this guide and campaign will allow longtime and new residents of Providence to take greater pride in their
surroundings. This guide and campaign will likely draw from Providences
rich history, architecture, and culture.
A recent Gallup poll ranked Rhode Islanders as the most insecure residents in
the nation, stating that they are the most likely to think there is a better place
to live.Providence is both the financial and cultural core of Rhode Island, and
its success extends well beyonds its city limits.
Once the Beehive of Industry, Providence is now re-evaluating its future.
The manufacturing jobs have left the area, years of political corruption
still haunt the city, and many residents have seemingly lost hope. I believe
that rebuilding pride in Providence is a key component in both resident
satisfaction and development, and also business retention and growth. I also
believe that design thinking can play a pivotal role in shifting mindsets and
uniquely showcasing to residents all that Providence has to offer.
The Approach
The approach is multi-faceted, and will continue to evolve as research findings become clear.
By brining meaningful insights together with the clear need and will for increased resident pride, SPIRIT | PVD will bring people together (physically, virtually,
emotionally) in celebration of all that makes Providence a unique and desirable place to live. SPRIT | PVD will most likely foster some level of partnership
between the private and public sectors, and will be of specific value to long-time Providence residents and recent transplants.
Interviews with key thought leaders, in conjunciton with observations and secondary research, will lead to insight-driven opportunity development. From there,
facilitated creative sessions with key thought leaders will continue to guide the concept generation and development efforts, ultimately leading to prototyping
and prototype assessment. Total project timeline: ten weeks.
112
Appendix B: Creative Brief (continued)
Challenges and Unknowns
Deliverables
Unknown design solution embodiment:
Opportunity Map
I enter the final weeks unclear of what form the final prototype will take on
for project completion.
Contextual research will lead to insight development, then lead to

opportunity mapping
What will success look like?

Success will be measured by how reasonably specific stakeholders
(those who test my prototype) believe that the innovation has the abiltiy
to increase resident pride for both long-time and new residents of the
Greater Providence area.
Success will be demonstrated through initial user interest, perceived
adoptability, and how robust of a solution is developed. Finally, success
will be measured by evaluating how successfully I have designed for my
specified target audiences.
Concept Generation / Selection Matrix

Multiple concepts and concept components will be evaluated and then
developed further for one refined, robust solution.
Concept Prototype
Low- to mid-fidelity prototype(s) of system concept or concept elements will
be created for further evaluation and for research subject testing.
Project Execution Plan
A detailed roadmap will be created to help guide the actual execution
strategy and elements for pilot implementation.
113
Table 4
Appendix C: Question Matrix
Sub-Question
Toward which
areas of PVD can
we effectively
target our
innovation?
What currently
generates
resident pride?
Where can I find

this data?
What type of
data collection
methods?
What do I need to
know?
Why do I need to
know this?
What type of data

is needed?
Which geographic
and demographic
areas of Providence I
can target my project
and innovation
toward.
Discover where to
prioritize. Know
where to target my
primary research.
Know easiest points
of entry for
innovation and
solutions.
Focus areas
Local experts
Personal interviews
Conversation pieces
PVD advocates
Secondary review
Strategies
Secondary sources
Observations
Where pride comes

from. What currently
makes residents
proud.
To better understand
how I can affect
pride, and increase
resident pride.
Behaviors
PVD residents
Personal interviews
Emotions
Secondary sources
Secondary review
Patterns
Physical city
Observations
Conversation pieces
Local experts
Personal interviews
Strategies
Secondary sources
Secondary review
Trends
Physical city
Observations
Conversation pieces
Local experts
Personal interviews
Strategies
Secondary sources
Secondary review
What is currently
working within the
Greater Providence
area with regards to
evident pride.
So that I can find

commonalities or
trends to build upon.
Who can we most

positively affect
through this study
and project?
Who might gain the

most from advances
in resident pride.
Discover where to
prioritize creative
efforts and research.
When do I
need to know?
Trends
What am I
taking away?
What might
be missing?
J. Salter
J. Davis
B. Daniels
S. Zurek
Week 4-5
Where my project
can have the
greatest influence,
how it can be
implemented most
successfully and
quickly.
Sufficient expert
advice. Diversity of
viewpoints.
J. Salter
J. Davis
B. Daniels
S. Zurek
M. Bird
G. Victory
C. Warman
A. Bhandari
A. Colella
Week 4-5
Ways in which pride

is currently present.
Time to do
comprehensive
secondary research.
B. Daniels
J. Davis
A. Colella
S. Zurek
RISD ref. librarian
Week 4-5
Current trends and

reasons for the
presence of pride in
the Greater
Providence area
Exposure to the
whole of the city.
J. Salter
B. Daniels
J. Davis
A. Colella
S. Zurek
Week 4-5
Populations within
the greater
Providence area that
have the most to gain
from these efforts
Exposure to the
whole of the city / all
city populations.
J. Salter
J. Davis
B. Daniels
S. Zurek
M. Bird
G. Victory
C. Warman
A. Bhandari
A. Colella
Week 5
The rate at which

current Greater
Providence area
residents engage
with their city, their
neighborhood, and
local amenities.
Accuracy of results
(likely small data set)
B. Daniels
J. Davis
J. Salter
Week 5
Current economic
climate for the
Greater Providence
area, as well as
drivers and limiters
for financial success.
Enough information
Physical city
Conversation pieces
Where, when, and

why is pride most
evident in Greater
Providence?
Who do
I contact?
Demographics
How engaged is
the current
Providence
residential
population?
To what capacity
can we influence
Providences
financial stability
and business
community?
114
Current engagement
of Greater
Providence area
residents with the city
and it amenities.
Current state of
economic affairs in
Greater Providence
area.
Understand target
audiences better so
that I can more
effectively target
solutions toward
them
Statistics
Local experts
Personal interviews
Conversation pieces
Local residents
Secondary review
Trends
Secondary sources
Observations
Demographics
Physical city
To understand
whether SPIRIT | PVD
has the ability to
affect the economy,
in addition to
resident pride.
Statistics
Local experts
Personal interviews
Trends
Secondary sources
Secondary review
Conversation pieces
Sub-question matrix (1 of 2). This table shows the identified sub-questions for
the research study, and details a path for finding answers. Authors image, 2014.
Table 5
Appendix C: Question Matrix (continued)
Sub-Question
What do I need to
know?
Why do I need to
know this?
What type of data

is needed?
What will
Providence gain
from increased
resident pride?
What there is to gain

from increasing
resident pride.
To better understand
the end point for my
project, and to be
able to evaluate
success at the end.
Conversation pieces
Local experts
Trends
Local residents
Are there similar

initiatives already
taking place within
and outside of
Providence?
What similar
initiatives have been
implemented
elsewhere in the
country and globe.
To leverage learnings
from previous
initiatives.
Trends
Can we draw from

the thousands of
unique visitors to
Providence to help
fuel innovation?
What current visitors

to Providence are
doing in the city, and
why they are coming
to the city in the first
place.
To understand if this
is a population we
can leverage for
energy, ideas, or
even funds.
115
Where can I find

this data?
What type of
data collection
methods?
Who do
I contact?
When do I
need to know?
What am I
taking away?
What might
be missing?
Personal interviews
J. Salter
J. Davis
B. Daniels
S. Zurek
M. Bird
G. Victory
C. Warman
A. Bhandari
A. Colella
Week 7
Better understanding
of what Providence
has to gain from my
study and project.
Limited view due to

lack of
understanding of
bigger picture issues
and items within the
Greater Providence
area.
Local experts
Personal Interviews
A. Colella
Week 3
Market findings
Secondary sources
Secondary review
Current initiatives
with similar
missions, and an
understanding of
their successes and
failures.
Well-rounded
grouping of
initiatives.
Conversation pieces
Local experts
Personal interviews
A. Colella
Week 6
Statistics
Secondary sources
Secondary sources
Knowledge of current
Providence visitors,
and their goals and
motivations when
traveling to the city.
Time to do
comprehensive
secondary research
analysis.
Behaviors
Trends
Sub-question matrix (2 of 2). This table shows the identified sub-questions for
the research study, and details a path for finding answers. Authors image, 2014.
116
Figure 95. Sample consent form (page 1). This figure shows the
consent form given to research subjects. Authors Image, 2014.
117
Figure 96. Sample consent form (page 2). This figure shows the
consent form given to research subjects. Authors Image, 2014.
118
Figure 97. Collected consent forms. This figure shows a sample of the consent
forms after being signed by research subjects. Authors Image, 2014.

Tell me a little about your role at _____, and how long you have been doing this type of work?
Tell me about how many professionals there are within Rhode Island doing similar work?
And in what capacity is your job most similar and different from theirs?
Who are you mainly marketing toward, and in which ways are you trying to reach them?
THE TOURISM EXPERT
What are most visitors to the state and area coming in from?
This research subject type is an active, working

professional within the Providence and Rhode
Island tourism industry and marketing efforts.
Why do you think they choose Rhode Island as a destination?
They are familiar with how the city and state

currently market themsevles, and what visitors
are most interested in when visiting.
What would you say most visitors to the area are looking for?
Do Greater Providence residents visit your organization and use your services?
And do you feel they are aware of all that Rhode Island has to offer unique visitors and tourists?
List three things that typically surprise visitors most about the rea?
Are these things they find most interesting, as well?
How do you think Rhode Island can better serve your organizations target audience?
Did you grow up in Rhode Island? If so (or if not), can you tell me what influenced your decision to live
and work in the Ocean State?
What are three things that make you proud to currently call the Greater Providence area home?
What could make living in the Gerater Providence area more enjoyable for you?
Tell me a bit about the types of project you do in this position?
Tell me a bit about the different areas of Rhode Island? What can one expect in each pocket or corner of
the state?
THE PLANNER / ARCHITECT
In your opinion, what makes a city or town unique? What offers the need and ability to celebrate?
This research subject type is an active, working

professional within Greater Providences
planning and designing endeavors.
Give me an example of extreme resident pride you have witnessed here in Rhode Island? What do you
think accounted for that pride?
They are familiar with Providences many

neighborhoods, and the unique residents within
each. They are also familiar with resident needs
in pockets outside of the city limits, and have
worked on several relevant spatial projects.
Are there infrastructural things that your office is doing on the state level which you feel increase resident
pride and satisfaction? Can you give me an example of when you have seen this be successful?
Where do you often see a lack of pride in RI residents?
Based on your role, what is your dream future vision for the state of Rhode Island 5, 10, 15 years out?
Did you grow up in Rhode Island? If so (or if not), can you tell me what influenced your decision to live
and work in the Ocean State?
What could make living in Greater Providence area more enjoyable for you?
119

Tell me a bit about yourself, and what typically fills your week?
How recently did you move to Rhode Island, and where were you moving from?
Did you grow up in Rhode Island? If so (or if not), can you tell me what influenced your decision
to move back to the Ocean State?
THE TRANSPLANT
Tell what has pleasantly surprised you since moving to Providence?
This research subject may have recently

relocated to Rhode Island from a different state.
Tell me a bit about what you miss the most not living in ____________?
They may be coming from a more urban area

or larger city. Their interest is in making the
Greater Providence area a place they want to
continue living and working.
Were you proud to be a resident of your former city / town?

What do you think influenced resident pride in your former location?
As a transplant, if you had to sum up Rhode Island in one sentence, how would you do it?
As a transplant, if you had to sum up Rhode Island residents in five words, what would they be?
What are three things that make you proud to currently call the greater Providence area home?
What could make living in the Greater Providence area more enjoyable for you?
How do you currently describe the Greater Providence area to friends and family who dont live
here, and who might be in the location you recently left?
Tell me a bit more about the population you represent and serve here in Providence?
THE COMMUNITY ADVOCATE

This research subject has extensive knowledge
of some of RIs most vlunerable and
underrepresented populations.
Their interest is in increasing pride for residents
across the spectrum, and to ensure quality of
life can be improved for all Greater Providence
area residents.
What are these people needing / wanting most?

What do you think can be done to increase their sense of pride and confidence in the Greater
Providence area?
What circumstances do you think brought most of this group to the Greater Providence area?
If the state could do just one thing to make this populations lives here in the Greater Providence
area more enjoyable, what would it be?
What do you think this population appreciates the most about the Greater Providence area?
Did you grow up in Rhode Island? If so (or if not), can you tell me what influenced your decision to
live and work here in the Ocean State?
120
What do you hope to accomplish in this role?
And how will these accomplishments benefit Greater Providence area residents?
THE BUSINESS-MINDED
This research subject has extensive knowledge
of Providences economic climate, and where
the Greater Providence area stands and ranks
financially.
This research subject may have a vested interest
in the continued financial success of the Greater
Providence area.
Is Providence and Rhode Islandsuffering from a jobs crisis, as many gubernatorial candidates
suggested?
In your opinion, what is Providence and Rhode Island doing extremely well when it comes to
strengthening its financial standing and outlook?
In what areas can Providence and Rhode Island continue to improve in order to create more
jobs?
In your opinion and based on your position, how does Rhode Island compare to its neighbors?
Similarly, how does it compare nationally?
What do you think is in the Greater Providence areas future? 5, 10, 15 years out?
If you had to sell the Greater Providence area to a family evaluating relocation, what would you
tell them?
Did you grow up in Rhode Island? If so (of if not), can you tell me what influenced your decision
to live and work here in the Ocean State?
121

Sample: Annie Colella
122
Figure 98. Sample research documentation (Annie Colella). This figure shows
information collected through semi-structured interviews. Authors Image, 2014.

Sample: Jeffrey Davis
123
Figure 99. Sample research documentation (Jeffrey Davis). This figure shows

Sample: Jessica Salter
124
Figure 100. Sample research documentation (Jessica Salter). This figure shows

Sample: Brian Daniels
125
Figure 101. Sample research documentation (Brian Daniels). This figure shows

Sample: Matthew Bird
126
Figure 102. Sample research documentation (Matthew Bird). This figure shows

Sample: Observation Journals
127
Figure 103. Observation journals. This figure shows authors journal

entries from site-specific observations. Authors Image, 2014.
Appendix G: Sample Transcription

Sample: Brian Daniels
128
Figure 104. Sample interview transcription (Brian Daniels). This figure shows
official transcription from interview with research subject. Authors Image, 2014.
Appendix H: Prototype Testing Documentation

Journaling Exercise: Image Association (Samples)
129
Figure 105. Sample prototype testing documentation (image association). This

figure shows the results of prototype testing. Authors Image, 2014.

Journaling Exercise: Visual Journaling (Downtown Samples)
130
Figure 106. Sample prototype testing documentation (journaling: downtown).

This figure shows the results of prototype testing. Authors Image, 2014.

Journaling Exercise: Visual Journaling (Providence Business Climate)
131
Figure 107. Sample prototype testing documentation (journaling: business climate).


Journaling Exercise: Visual Journaling (College Hill)
132
Figure 108. Sample prototype testing documentation (journaling: college hill).


Journaling Exercise: Visual Journaling (Port of Providence)
133
Figure 109. Sample prototype testing documentation (journaling: port of Providence).


Window Installation Photographs (Samples)
134
Figure 110. Sample prototype testing documentation (photographs). This

figure shows the results of prototype testing. Authors Image, 2014.
Appendix I: Additional Project Links
PROJECT VIDEO
INSTAGRAM
The associated project video will be on vimeo.com until May 1, 2015.
In addition, Windows to Providence can be

followed on Instagram for the latest updates.
https://vimeo.com/112085386
(Password: dmgt748)
135
@WindowsToPVD
Figure 111. Additional project links. This figure previews the additional available information
for this project, accessible through vimeo.com and instagram. Authors Image, 2014.
Appendix J: Working Wall (1 of 3)
Week 1
Week 9
136
Figure 112. Final working wall. This image shows the final working wall, with relation
to the original wall (seen in the upper lefthand corner). Authors Image, 2014.
Week 1
137
Week 2
Week 3
Week 4
Week 5
Figure 113. Working wall progress (weeks 1-5). This image shows the progression of
the working wall over the first five weeks of the quarter. Authors Image, 2014.
Week 6
138
Week 7
Week 8
Week 9
Week 10
Figure 114. Working wall progress (weeks 6-10). This image shows the progression
of the working wall over the last five weeks of the quarter. Authors Image, 2014.
Reference: Annotated Biliography

Anderson, M. W. (2012). Dissolving cities. Yale Law Journal, 121,
136446.
SUMMARY
In this article, Anderson speaks about municipal dissolution.
She begins to discuss the reasons cities begin to look
for dissolution, and explores the legal matters behind such a
decision. Of note is the mention that dissolution can come
from fragmented and disengaged residential populations.
Buhle, P. M. (Ed.). (1987). Working lives: An oral history of Rhode
Island labor. Providence, RI: Rhode Island Historical Society.
SUMMARY
In this text, Buhle examines thie history of labor in Rhode
Island, from the textile mills of the 19th Century to the
highway contstruction of the early 1960s. Buhle does this
through interviews with actual laborers or family members
from the time.
Cochran, S. (2014). Why Providence is the countrys best
small city. Retrieved from www.architecturaldigest.com/ad/
travel/2014/providence-rhode-island-guide-hotelsrestaurants-shops-article
SUMMARY
This article does a great job of capturing many of the citys
elements and assets. These assets were analyzed and
then contributed to facilitated and planning sessions for
concept development and prototyping. Of particular note
were architecture, food, and geography.
Deskins, J., Deskins, S., & Hill, B. (2009). How do state arts
appropriations affect state economic growth? Review of
Regional Studies, 39(3), 253267.
SUMMARY
This article discusses the correlation between public arts
spending and economic growth across the United States.
This was of particular interest in this study, as my final
prototype started using art as a means for economic growth
within the City of Providence.
139
Dunnington, A. L. (1990). Greater Providence; Fulfilling its

Destiny. USA: Windsor.
SUMMARY
In this text, Dunnington looks at Providence as a city poised
for opportunity (in 1990) and as a provider of amenities and
a high quality of life. Dunnington examines the history of the
state and its people, while also evaluating its current
enterprises and opportunities.
Freeman, D. B., Greenleaf, M., & Warner, W. D. (2002).
Changing lanes. Civil Engineering, 08857024, 72(3) 6469.
SUMMARY
This article discusses the controversial relocation of
a highway system that originally cut through the heart
of Downtown Providence. It discusses the steps and
implementation plan, as well as specific design elements
that were part of the construction of the newly located
highway. This article was interesting in that it spoke to
design and industry working together for the greater, future
economic growth of the City of Providence.
Fung, A. (2001). Beyond and below the new urbanism: Citizen
participation and responsive spatial reconstruction. Boston
College Environmental Affairs Law Review, 28(4), 615635.
SUMMARY
In this article, Fung discusses some of the responsive
participatory redesign within established urban cores
through a series of small case studies. Interesting is the
reliance on citizen-led participatory redesign of public
spaces within the city limits.
Grodach, C. (2009). Urban branding: An analysis of city
homepage imagery. Journal of Architectural and Planning
Research, 26(3), 181197.
SUMMARY
This article evaluates the ways in which cities are viewed by
outsiders and residents based on website homepages alone.
Of particular note is the notion that cities are no longer
built, but they are imaged. Websites and photographs have
the ability to create their outward appearance in a very
curated way.
IDEO. (2009, January 1). Human-Centered Design Toolkit.

Retrieved from www.ideo.com/work/human-centereddesign-toolkit/
SUMMARY
IDEOs human-centered design toolkit showcases many
methods, tools, and means for offering human-centered
design solutions across a variety of situations. It offers
these tools for the general public, even those without
creative backgrounds.
Lewison, D. M., & Hawes, J. M. (2007, Summer). Student
target marketing strategies for universities. Journal of
College Admission, 1419.
SUMMARY
In this article, Lewison and Hawes discuss the importance
universities are placing on recruiting and targeting students.
Through general marketing (in hopes of capturing a wide
audience) to target marketing (with an eye toward specific
demographics), universities are turning into marketing
machines in order to recruit specific talent.
Longworth, R. C. (2012). U.S. cities in the global era. Journal of
International Affairs, 65(2), 97.
SUMMARY
This article evaluates the increasing need for American Cities
to think and act globally, and to figure out their role
in a global era. It also looks into the history of geographic
environment having previously been important for city
development, and begins to question how that model will
change as cities and world continue to evolve.
McCarthy, J. (2014, April 24). Montanans, Alaskans say states
among top places to live, Ill., R.I. residents most likely to
say states are among worst places to live. Retrieved from
www.gallup.com/poll/168653/montanans-alaskans-saystates-among-top-places-live.aspx
SUMMARY
This article and Gallup poll really kicked off my project and
initiative, shining a light on the diminished resident pride
within the state of Rhode Island. As Rhode Island often acts
as a city-state (with Providence being the city), it makes
sense that the city and state would be aligned on this issue.

Miles, R., & Song, Y. (2009). Good neighbors in Portland,
Oregon: Focus on both social and physical environments.
Journal of Urban Affairs, 31(4), 491509.
SUMMARY
Miles and Song aim to quantify what makes a good
neighbor by evaluating the citys impact on neighbor and
resident well-being. They found that positive neighborhood
environments within a city (in this case, Portland) came from
accessibility, connectivity, and access to public
transportation. They also found that when neighbors were
able to connect on certain issues or in specific places,
they were more likely to consider it a good neighborhood
relationship. In regards to my project, understanding the
connectivity of individuals within a compact urban space was
of great importance.
Nesi, T. (2014, October 6). Study: Providence posts 2ndbiggest jump in advanced degrees. Retrieved from http://
wpri.com/2014/10/06/study-providence-posts-2nd-biggestjump-in-advanced-degrees/
SUMMARY
This short article describes how Providence continues to
climb in the rankings when evaluating the amount of
advanced degrees per capita. When looked at objectively,
this is positive news. When looked at in relation to a
struggling economy and a city filled with institutions for
higher learning, this fact may also raise concerns.
Neumeier, M. (2007). Zag: The number-one strategy of highperformance brands: A whiteboard overview. Berkeley, CA:
AIGA.
SUMMARY
Neumeiers strategy details how organizations and
companies can find their Zag, or their unique reason for
being. This strategy involves 17 questions that, when
answered, give a comprehensive look at the overall strength
and potential viability for an organization or business.
140
Olick, D. (2014, September 23). Here are the best places to buy
and sell houses. Retrieved from www.cnbc.com/
id/102013406
SUMMARY
Providence has been voted the best place to buy a house,
per Olicks report. This is important to consider when
focusing on a project that not only allows current residents
to have pride in their city, but also encourages new residents
to experience and truly see their new surroundings.
Osterwalder, A., Yves, P., & Clark, T. (2010) Business Model \
Generation: A Handbook for Visionaries, Game Changers,
and Challengers. Hoboken, NJ: Wiley.
SUMMARY
Osterwaler, Yves & Clark detail the generation of business
models to create a comprehensive look at the required
elements and approach.
Palma, K. (2014, October 6). 5 reasons to go to Providence
right now. Retrieved from www.boston.com/travel/
new-england/2014/10/06/reasons-providence-rightnow/798BnX3dSZ5GaTDs7tmPnK/story.html
SUMMARY
Providence is sometimes referred to as a suburb of Boston,
and these regular announcements only prove that
Providence is accessible to a much larger metro area than
just its own. This article discusses many of the great things
autumn brings to Providence, while hinting at a population
that makes one-day visits to the city.
Pelletier, J. (2014, September 19). 5 great things to do around
R.I. this weekend. Retrieved from www.providencejournal.
com/features/entertainment/music/20140919-5-great-thingsto-do-around-r.i.-this-weekend.ece
SUMMARY
Similar to Palma, this article is geared toward Rhode Island
residents. A takeaway is that there are definitely events
going on throughout the city each weekend, but its how
these events are marketed and communicated that make a
difference for turnout and appeal.
Prilenska, V. (2012). City branding as a tool for urban

regeneration: Towards a theoretical framework. Architecture
and Urban Planning, (2012, December 1).
SUMMARY
This article discusses the importance of branding in urban
regeneration and population satisfaction. Of praticular
note is the observation that many cities are beginning to
brand themselves as creative cities or experience cities.
Experience cities are typically those which do not have
enough technology-centered businesses to claim creative,
and may capitalize more on architecture, dining,
landscaping, etc.
Rhode Island Monthly Staff. (2014, September 18). 36 things that
prove youre From Rhode Island. Retrieved from www.
rimonthly.com/Blogs/ridaily/September-2014/36-Thingsthat-Prove-Youre-From-Rhode-Island/
SUMMARY
In thinking about what instills Rhode Island and Providence
pride, it was interesting to look at this article from fall of
2014. It describes 36 Things that prove someone is from
Rhode Island, showcasing quirks and successes of both
Providence and Rhode Island. This was used as fodder for
facilitated sessions.
Rohe, W. (2009). From local to global: One hundred years of
neighborhood planning. Journal of the American Planning
Association, 75(2), 209.
SUMMARY
In this article, Rohe describes the history of neighborhood
planning, and speaks to the commonalities and differences
among them. Notably, Rohe discusses the importance
of walkable communities and the importance neighborhood
planning will continue to have on energy consumption and
transportation in the future.

Ruble, B. A., Tulchin, J. S., & Hanley, L. M. (2004). Moving
towards inclusive cities. Woodrow Wilson International
Center for Scholars, (2004, December 1).
SUMMARY
In a world of exclusivity, this article discusses the challenges
and successes of cities becoming truly inclusive. With the
goal of being truly approachable, accessible, and
appropriate for all residents and visitors, cities have a
tough charge to ensure this is being considered throughout
development.
Ryan, M. P. (2000). A laudable pride in the whole of us. American
Historical Review, (2000, October 1).
SUMMARY
This article examines the notion of civic materialism, and
that pride in locations can sometimes be directly linked to
architectural and public space planning decisions.
Seelye, K. Q. (2014, May 10). Rhode Island: a state sized
just right to contain its pride. Retrieved from www.nytimes.
com/2014/05/11/us/a-state-sized-just-right-to-contain-itspride.html?_r=0
SUMMARY
This article picks up where the Gallup poll leaves off, looking
further into the causes and effects of low resident pride in
the state of Rhode Island. Seelye visits local businesses
within the city and state, and goes into some of the reasons
Rhode Island is suffering.
Smith, W. C., & Ingram, R. (2012). Building a community brand.
Deconomic Development Journal, 11(3).
SUMMARY
Smith and Ingram discuss the importance of buliding brand
identity for both communities and businesses in this article.
They touch upon the importance of brand for increasing
customer loyalty and building equity and value.
141
Weiner, R. P. (2000). Creativity & beyond: Cultures, values, and

change. Albany: State University of New York Press.
SUMMARY
This book examines the ways in which creativity has helped
shaped culture throughout the years. It mentions real world
examples in order to showcase the impact that creativity and
innovative thinking can have on cultures and societies.
Williams, G. (1995). Prospecting for gold: Manchesters city pride
experience. Planning Practice and Research, 10(314),
345358.
SUMMARY
This article discusses Manchesters Goal for a City Pride
initiative. This initiative was focused around three main
goals: 1. to enhance the citys role as a European regional
capital, a centre for investment and growth not regional
aid; 2. to maintain the momentum for an international city
of outstnading commercial, cultural and creative potential,
and 3. to facilitate an area distingued by quality of life and
sense of well-being. Of particular note is the articles
mention of the unique stakeholders who had to come
together in order for the initiative to be successful.
Wortham-Galvin, B. (2013). An anthropology of urbanism: How
people make places and what designers and planners might
learn from it. Footprint (2013, September 1).
SUMMARY
This article discusses the role participatory urbanism has on
the development of cities, and begins hinting at the role
of grassroots initiatives within the greater urban context.
Interesting is how it discusses residents as catalysts for
change and impact within their own cities.
Zavattaro, S.M. (2010). Municipalities as public relations and
marketing firms. Florida Atlantic University, (2010, June 1).
SUMMARY
In this article, Zavattaro discusses how cities have begun
taking on the role and image of PR firms, working to
promote and sell their cities to current and future residents,
as well as various visitors and tourists.
Reference: Figures
PAGE
142
01
Figure 1. Providence Skyline. Skyline as viewed from Prospect Park. Authors Image, 2014.
06
Figure 2. Providence Cityscape. Downtown as viewed from the Rhode Island Convention Center. Authors Image, 2014.
07
Figure 3. RI map. A map showing Providences location within the state of Rhode Island. Authors Image, 2014.
09
Figure 4. Sidewalk perspective. An overhead view of sidewalk details near South Main Street in Providence. Authors Image, 2014.
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Figure 5. Benefit Street sunset. Sunset as captured from Providences historic East Side neighborhood. Authors Image, 2010.
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Figure 6. Zag steps 1-6. Steps 1-6, completed for SPIRIT | PVD. Authors Image, 2014.
12
13
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Figure 9. Local competitive landscape. This figure lists campaigns with similar goals, local to the Providence area. Authors Image, 2014.
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Figure 10. Evaluating reach. This 2x2 matrix evaluates local campaigns on the axes of demographic and geographic reach. Authors Image, 2014.
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Figure 11. Initiation and cost. This 2x2 matrix evaluates local campaigns on the axes of inititaion funding and cost of operation. Authors Image, 2014.
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Figure 12. Accessibility and presence. This 2x2 matrix evaluates local campaigns on the axes of presence and accessibility. Authors Image, 2014.
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Figure 13. Landscape assessment SWOT analysis. An analysis of the strengths, weaknesses, opportunities, and threats of local campaigns. Authors Image, 2014.
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Figure 14. Non-local initiatives. An initial survey of non-local campaigns focused on generating or increasing resident pride. Authors Image, 2014.
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Figure 15. Affinitizing Pure Michigan campaign. This figure details some of the important facts and aspects of the campaign. Authors Image, 2014.
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Figure 16. Affinitizing #IHeartTally campaign. This figure details some of the important facts and aspects of the campaign. Authors Image, 2014.
23
Figure 17. Affinitizing #MAKEITMONTCO campaign. This figure details some of the important facts and aspects of the campaign. Authors Image, 2014.
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Figure 18. Affinitizing VisitEngland campaign. This figure details some of the important facts and aspects of the campaign. Authors Image, 2014.
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Figure 19. Pride and duration. This 2x2 matrix evaluates all aforementioned campaigns on the axes of initiative longevity and increase to pride. Authors Image, 2014.
28
Figure 20. Providence scene. A look to Providences East Side neighborhood from downtown. Authors Image, 2014.
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Figure 21. Research ecosystem map. This figure shows how various sources fit into the research landscape of this study. Authors Image, 2014.
33
Figure 22. Contextual research overview. This figure gives context and scale to the research effort. Authors Image, 2014.
34
Figure 23. Research subject mapping results. These maps visualize where research subjects spend the majority of their time within Providence. Authors Image, 2014.
35
Figure 24. Aggregate theme and word cloud. This figure showcases common words and themes from semi-structured interviews with research subjects. Authors Image, 2014.
36
Figure 25. Affinitizing themes. Quotes from research subjects are displayed in correlation to their associated theme, as showcased in Figure 24: Aggregate them and word cloud. Authors Image, 2014.
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Figure 26. Affinitizing themes (continued). Large themes are broken down into smaller themes made evident through the contextual research study. Authors Image, 2014.
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Figure 27. Observation overview. This figure details the studys contextual observations and highlights the key findings from each. Authors Image, 2014.
Reference: Figures
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Figure 28. Jim Kelly. Picture representing persona 1. Authors image, 2014.
Figure 29. Persona 1 (Jim Kelly). This describes user persona 1, a long-time resident of Providence who lives in the Elmhurst neighborhood. Authors Image, 2014.
40
Figure 30. Paula Cook. Picture representing persona 2. Brooks, 2008. Retrieved from www.facebook.com/cabrooks46?fref=ts&ref=br_tf. Reprinted with permission.
Figure 31. Persona 2 (Paula Cook). This describes user persona 2, a long-time resident of Providence who lives in the Hope neighborhood. Authors Image, 2014.
41
Figure 32. Sophia Manrique. Picture representing persona 3. Warman, 2014. Retrieved from www.facebook.com/cynthia.warman?fref=ts. Reprinted with permission.
Figure 33. Persona 3 (Sophia Manrique). This describes user persona 3, a recent transplant to Providence who lives in the West End. Authors Image, 2014.
42
Figure 34. Jessica Lee. Picture representing persona 4. Bourne, 2014. Retrieved from instagram.com/hipsterhabby. Reprinted with permission.
Figure 35. Persona 4 (Jessica Lee). This describes user persona 4, a semi-recent transplant to Providence who lives downtown. Authors Image, 2014.
143
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Figure 36. Research findings map. This figure shows high-level contributors and detractors of resident pride as discovered through research, and organizes them by resident type. Authors Image, 2014.
45
Figure 37. College Hill View. A vantage of various buildings owned by Brown University, with the Perry and Marty Granoff Center for the Creative Arts in the foreground. Authors Image, 2014.
47
Figure 38. Downtown Providence buildings. Looking upward at downtown Providence buildings, with the historic Turks Head Building in the foreground. Authors Image, 2014.
48
Figure 39. Downtown sunset. Sunset in Providence, as captured looking North alongside the Providence River. Authors Image, 2011.
49
Figure 40. Brick pattern. Sidewalk detail near South Main Street in downtown Providence. Authors Image, 2014.
50
Figure 41. Concept develoment process. This figure represents the authors concept develompent process. Authors Image, 2014.
51
Figure 42. Exploration of Concepts (1 & 2). This figure shows two diverse concepts, and applies evaluation to each by noting their pros, cons, and features of interest. Authors Image, 2014.
52
53
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55
56
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Figure 48. Preliminary chosen concepts. This figure shows the two concepts chosen to go into prototype and evaluation, and offers a look at the original concepts that contributed to their creation. Authors Image, 2014.
58
Figure 49. Concept 1: Reflections on Providence. This figure visualizes how Concept 1 would work in prototype form. Authors Image, 2014.
59
Figure 50. Concept 1 prototype testing. This figure shows research subject testing of Concept 1s prototype. Authors Image, 2014.
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Figure 51. Concept 2: Windows to Providence. This figure visualizes how Concept 2 would work in prototype form. Authors Image, 2014.
61
Figure 52. Concept 2 prototype testing. This figure shows research subject testing of Concept 2s prototype. Authors Image, 2014.
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Figure 53. Prototype testing feedback. This figure captures direct quotes from research subjects who tested the prototypes. Authors Image, 2014.
64
Figure 54. Concept Validation (1 of 3). This figure shows how well each concept satisfies the aforementioned design criteria. Authors Image, 2014.
Reference: Figures
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Figure 55. Concept Validation (2 of 3). This figure shows how well each concept solves to the original research question. Authors Image, 2014.
66
Figure 56. Concept Validation (3 of 3). This figure shows how well each concept satisfies the needs of each identified persona. Authors Image, 2014.
67
Figure 57. Providence WWII Memorial. Providences WWII Memorial in the foreground, with a historic streetscape in the background. Authors Image, 2014.
69
Figure 58. Final, chosen concept and design criteria. This figure evaluates how well the final, chosen concept satisfies the aforementioned design criteria. Authors Image, 2014.
70
Figure 59. Windows to Providence, final prototype. This digital rendering shows the projects final prototype, Windows to Providence, a strategic proposal for increasing resident pride. Authors Image, 2014.
71
Figure 60. Windows to Providence, page 1. This figure shows the first page of the proposal, which offers background information and a table of contents. Authors Image, 2014.
72
Figure 61. Windows to Providence, page 2. This figure shows the second page of the proposal, which offers information about resident pride in cities. Authors Image, 2014.
73
Figure 62. Windows to Providence, page 3. This figure shows the third page of the proposal, which introduces readers to the six key steps outlined in the proposal. Authors Image, 2014.
74
Figure 63. Windows to Providence, page 4. This figure shows the fourth page of the proposal, which details Step 1 | Identify. Authors Image, 2014.
75
Figure 64. Windows to Providence, page 5. This figure shows the fifth page of the proposal, which details Step 2 | Plan, Design & Build. Authors Image, 2014.
76
Figure 65. Windows to Providence, page 6. This figure shows the sixth page of the proposal, which details Step 3 | Partner. Authors Image, 2014.
77
Figure 66. Windows to Providence, page 7. This figure shows the seventh page of the proposal, which details Step 4 | Introduce. Authors Image, 2014.
78
Figure 67. Windows to Providence, page 8. This figure shows the eighth page of the proposal, which details Step 5 | Enable Adoption. Authors Image, 2014.
79
Figure 68. Windows to Providence, page 9. This figure shows the ninth page of the proposal, which details Step 6 | Enable Loyalty. Authors Image, 2014.
80
Figure 69. Windows to Providence, page 10. This figure represents page 10 of the proposal which offers additional background information on Providence. Authors Image, 2014.
81
Figure 70. Windows to Providence, page 11. This figure represents page 11 of the proposal which sets up the case study. Authors Image, 2014.
82
Figure 71. Windows to Providence, page 12. This figure represents page 12 of the proposal which explains Step 1 in relation to Providence. Authors Image, 2014.
83
84
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Figure 78. Windows to Providence, page 19. This figure represents page 19 of the proposal which explains the physical components of the case study. Authors Image, 2014.
90
Figure 79. Windows to Providence, page 20. This figure represents page 20 of the proposal which explains the various stakeholders inputs and outputs in relation to the case study. Authors Image, 2014.
91
Figure 80. Windows to Providence, page 21. This figure represents page 21 of the proposal which explains the overview of exchanges between stakeholdres as a result of the case study. Authors Image, 2014.
93
Figure 81. Key partners, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: key partners. Authors Image, 2014.
Reference: Figures
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Figure 82. Key activites, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: key activities. Authors Image, 2014.
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Figure 83. Key resources, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: key resources. Authors Image, 2014.
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Figure 84. Value proposition, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: value proposition. Authors Image, 2014.
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Figure 85. Customer relationships, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: customer relationships. Authors Image, 2014.
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Figure 86. Distribution channels, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: distribution channels. Authors Image, 2014.
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Figure 87. Customer segment, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: customer segment. Authors Image, 2014.
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Figure 88. Cost structure, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: cost structure. Authors Image, 2014.
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Figure 89. Revenue streams, SWOT anlysis. This figure visualizes the strengths, weaknesses, opportunities, and threats associated with the proposed business models field: revenue streams. Authors Image, 2014.
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Figure 90. Users at window. This digital rendering shows two users interacting with proposed window-like installations in Providence. Authors Image, 2014.
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Figure 91. Windows to Providence marketing mix. This figure explains the marketing mix (or 4 Ps) of Windows to Providence. Authors Image, 2014.
106
Figure 92. Windows to Providence cash flows. This figure explains the anticipated cash flows of Windows to Providence. Authors Image, 2014.
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Figure 93. WWII Memorial detail. Providences city crest amongst those of the 38 other towns and cities in Rhode Island, as seen at the WWII Memorial in downtown Providence. Authors Image, 2014.
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Figure 94. RISD library. The Rhode Island School of Design library, as viewed from the circulation desk. Authors Image, 2014.
116
Figure 95. Sample consent form (page 1). This figure shows the consent form given to research subjects. Authors Image, 2014.
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Figure 96. Sample consent form (page 2). This figure shows the consent form given to research subjects. Authors Image, 2014.
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Figure 97. Collected consent forms. This figure shows a sample of the consent forms after being signed by research subjects. Authors Image, 2014.
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Figure 98. Sample research documentation (Annie Colella). This figure shows information collected through semi-structured interviews. Authors Image, 2014.
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Figure 99. Sample research documentation (Jeffrey Davis). This figure shows information collected through semi-structured interviews. Authors Image, 2014.
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Figure 100. Sample research documentation (Jessica Salter). This figure shows information collected through semi-structured interviews. Authors Image, 2014.
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Figure 101. Sample research documentation (Brian Daniels). This figure shows information collected through semi-structured interviews. Authors Image, 2014.
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Figure 102. Sample research documentation (Matthew Bird). This figure shows information collected through semi-structured interviews. Authors Image, 2014.
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Figure 103. Observation journals. This figure shows authors journal entries from site-specific observations. Authors Image, 2014.
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Figure 104. Sample interview transcription (Brian Daniels). This figure shows official transcription from interview with research subject. Authors Image, 2014.
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Figure 105. Sample prototype testing documentation (image association). This figure shows the results of prototype testing. Authors Image, 2014.
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Figure 106. Sample prototype testing documentation (journaling: downtown). This figure shows the results of prototype testing. Authors Image, 2014.
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Figure 107. Sample prototype testing documentation (journaling: business climate). This figure shows the results of prototype testing. Authors Image, 2014.
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Figure 108. Sample prototype testing documentation (journaling: college hill). This figure shows the results of prototype testing. Authors Image, 2014.
Reference: Figures
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Figure 109. Sample prototype testing documentation (journaling: port of Providence). This figure shows the results of prototype testing. Authors Image, 2014.
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Figure 110. Sample prototype testing documentation (photographs). This figure shows the results of prototype testing. Authors Image, 2014.
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Figure 111. Additional project links. This figure previews the additional available information for this project, accessible through vimeo.com and instagram. Authors Image, 2014.
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Figure 112. Final working wall. This image shows the final working wall, with relation to the original wall (seen in the upper lefthand corner). Authors Image, 2014.
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Figure 113. Working wall progress (weeks 1-5). This image shows the progression of the working wall over the first five weeks of the quarter. Authors Image, 2014.
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Figure 114. Working wall progress (weeks 6-10). This image shows the progression of the working wall over the last five weeks of the quarter. Authors Image, 2014.
Reference: Tables
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Table 1. Windows to Providence Business Model Canvas. This table shows the proposed business model for the aforementioned case study, and provides details in each key information field. Authors image, 2014.
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Table 2. Implementation plan roadmap. This table shows the anticipated roadmap specific to Windows to Providence. Authors image, 2014.
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Table 3. Project schedule. This table represents the tasks required of this project, and the associated timelines and duration of tasks. Authors image, 2014.
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Table 4. Sub-question matrix (1 of 2). This table shows the identified sub-questions for the research study, and details a path for finding answers. Authors image, 2014.
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Table 5. Sub-question matrix (2 of 2). This table shows the identified sub-questions for the research study, and details a path for finding answers. Authors image, 2014.
Thank You.
MARK GUARRAIA | mark.guarraia@gmail.com
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SPIRIT | PROVIDENCE

Increasing resident pride in Rhode Islands capital city

Figure 1. Providence Skyline. Skyline as viewed

Candidate for Master of Arts, Design Management

SPIRIT | PROVIDENCE is dedicated to all greater Providence area residents who

DESIGN OPPORTUNITIES & CRITERIA

Figure 2. Providence Cityscape. Downtown as viewed from the

Group 1 (Primary Target): Long-Time Providence Residents

Figure 3. RI map. A map showing Providences location

Additionally, the City of Providence has shaped me as an individual, and has

The high-level scope of this project was to engage with individuals

Mark Guarraia | DMGT748 | Fall 2014

Figure 4. Sidewalk perspective. An overhead view of sidewalk details

Figure 5. Benefit Street sunset. Sunset as captured from Providences

STEP 2: WHAT DO I DO?

STEP 3: WHAT IS MY VISION?

SPIRIT | PVD is an initiative focused on

The purpose of SPIRIT | PVD is to increase the

The vision of SPIRIT | PVD is an urban area

SPIRIT | PVD is an accessible and

The vision is a city that reaps the benefits of

STEP 4: WHAT WAVE AM I

STEP 5: WHO ELSE SHARES

STEP 6: WHAT MAKES ME

SPIRIT | PVD is capitalizing on a vibrant city

There are several initiatives in parallel spaces,

SPIRIT | PVD is the only initiative with the goal of

In addition, there are connections to larger

While this audience will see immediate

In addition, SPIRIT | PVD is riding the waves of

SPIRIT | PVD increases resident pride through

Figure 6. Zag steps 1-6. Steps 1-6, completed

STEP 7: WHAT SHOULD I ADD

STEP 8: WHO LOVES ME?

STEP 9: WHOS THE ENEMY?

I should add a multi-phased approach to

I am loved by many: By the city, for putting

The enemy is time and the potential for lost

STEP 10: WHAT DO THEY

STEP 11: HOW DO I EXPLAIN

STEP 12: HOW DO I SPREAD

By name, they call me Windows to Providence.

I am an initiave looking to increase resident pride

SPIRIT | PVD spreads the word through positive

Figure 7. Zag steps 7-12. Steps 7-12, completed

STEP 13: HOW DO PEOPLE

STEP 14: WHAT DO THEY

STEP 15: HOW DO I EARN

People engage with SPIRIT | PVD on a number

People experience a new, fresh perspective

I earn user loyalty through continuous and

Users can simply approach the installations and

STEP 16: HOW DO I EXTEND

STEP 17: HOW DO I PROTECT

Success is extended by virtue of the initiative,

My portfolio is protected by virtue of the

Residents are encouraged to engage in a

Furthermore, the content and proprietary

Figure 8. Zag steps 13-17. Steps 13-17, completed

Evaluating the Competitive Landscape

As SPIRIT | PROVIDENCE evolved, it was interesting to evaluate

Evaluating the Competitive Landscape

Initiatives within Rhode Island

Its All in our Backyard