2Ping – The platform for Social Challenges in Amsterdam South-East
Masters Thesis part 1 | 2024
2Ping is a local currency in Amsterdam South-East. The objective of 2Ping is to stimulate social and economic benefits and improve community building in the neighbourhood.
But why were residents hesitant to join?
Project aim: re-framing and re-designing 2Ping, and incorporates strategy alignment with a new purpose that shifts the focus from value in a commodity to value in community building.
Result: A new design, purpose and perceived value for 2Ping
Keywords: User research, qualitative research, design ethnography, quantitative research, co-creation, stakeholder management, client management, pitching, social design, double-diamond.
Design Approach
4 Phases
The design approach of this project uses the Double Diamond method, consisting of 4 phases.
1. Diverging phase of Discovering the context.
2. Converging phase of Defining the problem statement and visualising the challenges.
3. Second diverging phase of Developing ideas.
4. Final phase of converging the insights, ideas and concepts to Deliver a compelling report, designs and presentation.
Discover Phase
Context
Research
The 2Ping team and I, needed a better understanding of the user’s perspective but also the resident’s perspective of Amsterdam South-East to know why residents might be hesitant to join 2Ping. In order to gain insights, I hosted several co-creation sessions, interviews and have done multiple field researches.
Main Insights
The main insights were presented to the 2Ping team alongside supporting literature research. By combining design ethnography with academic research on reciprocity, a deeper understanding was developed of how local currencies are perceived. This approach highlighted potential tensions between 2Ping’s current focus on market exchanges and perceived market value, and the broader goals of community building and reciprocity
Define Phase
Problem Framing
‘How does 2Ping actually work?’
That was a recurring question among volunteers, residents, business owners and even users. A lack of clarity showed less confidence in the initiative and in the community building aspect.
Additionally, the emphasis was laid on the local currency aspect, and not on the community building aspect. However the objective of 2Ping was to use local currency as a tool to stimulate social and economic benefits and improve community building. This led to the following design challenge:
How can we re-frame the local currency of Amsterdam South-East?
Develop Phase
Ideation
To tackle the design challenge I have hosted a co-creation session with residents, users and the 2Ping team. In a structured manner we have shared inspiration, brain-stormed idea’s and developed a convincing concept for 2Ping.
Together with the perspectives of users and residents, we were able to re-frame 2Ping from a local currency to a platform for social challenges in Amsterdam South-East.
2Ping, the platform for social challenges in Amsterdam South-East
Deliver Phase
New design of 2Ping
2Ping re-design
Goal: Shift the perceived value of 2Ping from a local currency asset to a platform for community building and creating social impact.
What are Social Challenges?
With social challenges 2Ping becomes the connection between residents and social initiatives / local businesses who want to create impact in: 1. Healthy & fresh food 2. Sustainable and affordable energy 3. Clean and safe South-East
How it works?
Specific volunteering tasks are categorised in societal topics. These tasks are offered by social initiatives and foundations through 2Ping. By focusing on Social Challenges, 2Ping aims on creating social impact with other residents and volunteers. Residents are able to contribute to a particular community of shared interests, e.g. energy transition, safety in South-East, sustainable food chain.
Strategy
Alongside the re-design and redefinition of 2Ping’s purpose, a comprehensive strategy report was developed and presented to both the 2Ping team and the Municipality of Amsterdam. The report outlines the what, how, and why of 2Ping—offering practical clarity for all stakeholders and a clear vision of its potential to drive social impact in Amsterdam Southeast.
The strategy has since served as a foundation for 2Ping to engage additional stakeholders and secure future funding.
Strategy and vision report of 2Ping
How does 2Ping work for local entrepreneurs?
How does 2Ping create social impact?
Website recommendations
Value map
In addition to strategic recommendations for 2Ping, a re-framed value map has been developed to illustrate the value exchanges enabled by 2Ping’s new concept as a social challenges platform.
The map highlights the social and economic value created through collaborations with key stakeholders—including residents, entrepreneurs, local businesses, and foundations. It also demonstrates the potential of resident-led initiatives to engage the public sector, showcasing how 2Ping can facilitate dynamic value exchanges and foster community building in Amsterdam Southeast.
Shervin Tjon 