Post on 28-Jan-2015
description
Experience is the product
Bristol | population 450,000 | 193km from London o
“You press the button, we do the rest”
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……more later
60% of Apple’s income from services… not hardware
1What is driving these changes?
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Pine and Glimore
‘Welcome to the experience economy” 1998
birthday cake
the agrarian economy…
birthday cake
the industrial economy….
the service economy….
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the experience economy….
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25% manufacturing sector
75% service sector
GDP in Britain today
2What is driving these changes?
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…….. made in China
400 programs in China alone right now, with an estimated 10,000 designers graduating every year.
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……designed in China
How are British design consultancies responding?
products product systems and services…
How are design consultancies responding?
DESIGN
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Experience
Experience
Product + Communication + Service = Experience
Pine & Gilmore (again)
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Product + Communication + Service = Experience
Pine & Gilmore (again)
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BRAND
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Service
If the film The Graduate were remade today, the word of career advice whispered in Dustin Hoffman's ear might well be "services" instead of "plastics”.
Paul Horn senior vice-president of IBM Research
Servicedesign
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What can designers bring to this field?
“designers… you’re empaths… that’s what you do!”
Richard Seymourseymourpowelldesign
A designer is like a good dinner party host, they provide their guests what they expect… plus a little bit more!
Charles Eames
1. user focus
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user focused?
user focus
fussy front end
design thinking
participatory observation
passive observation
co-design
open ended interviews
focus groups
CPD Individual Project
The Familiar Design Process
Design Process
DesignBrief
ConceptDesign
DetailDesign
DocCom
CPD Individual Project
User Research Based Project
Design Process
DesignBrief
ConceptDesign
DetailDesign
DocComEnd UserResearch
ProjectBrief
Research User Needs
e.g. the detergent bottle/dosing project
People are messy
CPD Individual Project
Fuzzy Front End
Design Process
DesignBrief
Opportunity
Concept
Opportunity
Idea
Opportunity
Idea
Opportunity
ConceptConceptDesign
DetailDesign
Fuzzy Front End
DocCom
opportunity
2. Story telling
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Design in four dimensions
Four dimensional designers?
storyboarding
an example.....
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QuickTime™ and aTIFF (Uncompressed) decompressor
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QuickTime™ and aTIFF (Uncompressed) decompressor
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QuickTime™ and aTIFF (Uncompressed) decompressor
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QuickTime™ and aTIFF (Uncompressed) decompressor
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fundamentals of service design
Design in four dimensions
fundamentals of service design
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service blueprint
fundamentals of service design
action action action action action
fundamentals of service design
action action action action action
actor touch point
fundamentals of service design
fundamentals of service design
service blueprint:customer journey through the service, including all touch-points and back-stage processes
touchpoints: the physical manifestation of the service.Could be web- mobile phone- and PC interfaces, bills, retail shops, call centers and customer representatives
actors/stakeholders: the customers/providers of the service
fundamentals of experience design
first design the service blueprint to create the experience,
then design the touchpoints to reinforce the experience
touchpoints
touchpoints:very loosely defined at this stage
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Where does this take product designers?
thank you.....
Experience is the product
Today’s workshop
action action action action action
actor touch point
Today’s workshop
service blueprint
Today’s workshop
service blueprint
Today’s workshop
service blueprint
Today’s workshop
part one:take 30 mins, go downstairs to grab a coffee or tea_map out the ‘service experience’
part two:thinking about the food service outlets here at Temasek Polytechnic redesign both the service blueprint and some of the touchpoints to reflect the following themes:
EXPRESSREFLECTON TIMEME AND MY FRIENDSWORKING LUNCH
Today’s workshop