singapore master class

Experience is the product

Bristol | population 450,000 | 193km from London o

“You press the button, we do the rest”

……more later

60% of Apple’s income from services

… not hardware

1What is driving these changes?

Pine and Glimore

‘Welcome to the experience economy”

1998

birthday cake

the agrarian economy…

birthday cake

the industrial economy….

the service economy….

the experience economy….

25% manufacturing sector

75% service sector

GDP in Britain today

2What is driving these changes?

…….. made in China

400 programs in China alone right now, with an estimated 10,000 designers graduating every year.

……designed in China

How are British design consultancies responding?

products product systems

and services…

How are design consultancies responding?

DESIGN

Experience

Experience

Product + Communication + Service = Experience

Pine & Gilmore (again)

*

*

Product + Communication + Service = Experience

Pine & Gilmore (again)

*

*

BRAND

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

What can designers bring to this field?

“designers… you’re empaths

… that’s what you do!”

Richard Seymour

seymourpowelldesign

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

user focused?

user focus

fussy front end

design thinking

participatory observation

passive observation

co-design

open ended interviews

focus groups

People are messy

opportunity

2. Story telling

engaging?

Design in four dimensions

Four dimensional designers?

storyboarding

an example.....

fundamentals of service design

Design in four dimensions

fundamentals of service design

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

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:

EXPRESS

REFLECTON TIME

ME AND MY FRIENDS

WORKING LUNCH

Today’s workshop