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Service Design · Social Impact · System Thinking服务设计 · 社会影响 · 系统思维
Bringing Tate Kids into the gallery through experiences where families can play, learn, and spend leisure time together through family art exploration and creativity.通过家庭艺术探索与创意体验，让家庭在玩乐、学习与休闲中共同走进泰特美术馆。
A service that brings art education into the home. Children and parents become pen pals with our mascot, Twill, which posts art-based activity kits themed around different art periods and artists.一项将艺术教育带入家庭的服务。孩子和家长与吉祥物 Twill 成为笔友，Twill 会寄送以不同艺术时期与艺术家为主题的活动套件。
Rather than attracting families already interested in art, we chose to bring Tate to families who haven't yet engaged much with art.与其吸引已对艺术感兴趣的家庭，我们选择将泰特带给那些尚未接触艺术的家庭。
Primary research in Bethnal Green South, East London — population 19,000, densely packed, majority lower-income families with multicultural backgrounds (32% Bangladeshi, 37% White British, 11% White Other).在伦敦东区贝斯纳尔格林南部进行实地调研——人口约 19,000，高密度居住，以多元文化背景的中低收入家庭为主（32% 孟加拉裔，37% 英国白人，11% 其他白人）。
Key street interview insights: children's interests and family bonds are most valued; parents' answers reflect their ideal vision rather than reality; parents won't admit they don't care about art even if they genuinely don't.街头访谈核心洞察：孩子的兴趣与家庭纽带最受重视；家长的回答往往反映理想状态而非现实；即使真的不关心艺术，家长也不会承认。
We identified the functional benefits and value of our service through empathy mapping and value proposition canvas, then developed multiple prototype solutions.我们通过同理心地图与价值主张画布识别服务的功能价值，并发展出多个原型方案。
Stakeholders include community centres, schools, post offices, Tate shops and families. We created value for each stakeholder across the system.利益相关者包括社区中心、学校、邮局、泰特商店与家庭。我们在系统中为每位利益相关者创造价值。
When children regularly receive and interact with Tate kits at home, send postcards back, and have named contact with a museum, TATE Pen Pals becomes a routine. Tate creates a two-way bridge between homes, community hubs and the museum.当孩子们定期在家收到并使用泰特套件、寄回明信片、与博物馆建立有名有姓的联系，泰特笔友便成为一种日常。泰特在家庭、社区中心与博物馆之间架起双向桥梁。
