introduction: aram saroyan armstrong. playing midwife to service design and entertainment. aha!...
TRANSCRIPT
Introduction: Aram Saroyan Armstrong. Playing midwife to Service Design and Entertainment.
AHA!
Thesis Advisors: Jan-Christoph Zoels and Simona Maschi
Service Design? An old practice, but new design discipline.
“Design of experiences that reach people through many different touch-points, and that happen over time.” livework
live|work, ideo, the design council, IDII, IIT, politecnico di milano, cologne international school of design
Illustration credit: Brian CallananPhoto credit: Österreichischen Gesellschafts- und
Wirtschaftsmuseum,Photo credit: Rob MiraclePhoto credit: Lee A.James Sr.
Service Design as Entertainment: Smoke, mirrors, and sex appeal.
What can service design learn from the world of entertainment? Using the qualities of entertainment such as production value, humor, storyline to make services more attractive, enjoyable experiences.
Illustration credit: Brian CallananPhoto credit: Österreichischen Gesellschafts- und
Wirtschaftsmuseum,
Service Design as Entertainment: Engaging the 5 Senses
“Enhance the blueprint by looking at the ‘sensory’ side of the customer experience. At each stage of the experience what does the customer see, hear, smell, touch or taste? By improving each of these the customer experience is enhanced.” – Hollins & Hollins
Illustration credit: Brian Callanan
Entertainment as Service Design: Alternative models for art and entertainment.
How can service design save the entertainers? Building a structure around new forms of entertainment that provides support and rewards authors for creating public works.
Illustration credit: Brian CallananPhoto credit: Österreichischen Gesellschafts- und
Wirtschaftsmuseum,Photo credit: Rob Miracle
Entertainment as Service Design: Lessons from the Luau
Am I selling tickets to the experience or making a domain for tourist services to be offered?People pay for guided-tours, themed-dinners, and special activities. Their hosts often make tips or earn commissions as reward.
Illustration credit: Brian CallananPhoto credit: Österreichischen Gesellschafts- und
Wirtschaftsmuseum,Photo credit: Rob MiraclePhoto credit: Lee A.James Sr.
Mogi-Mogi: Game as Tour Guide?
“All the trips I make in the city are now randomized, as I will often divert a few hundred meters to go and collect an object around me. I get a chance to discover parts of the city that I ignored, a motivation to check out that parallel street I never took.” — Paul Baron, Mogi enthusiast.
Another Introduction: AHA is exploring (alternate) (mixed-reality) (locative) (pervasive) games.
AHA!
Co-conspirators: Haiyan Zhang and Alejandro Zamudio
Let’s try the video!
Game as Cultural Environment: Permeable boundaries in ARGs.
“A schema that interrogates the relationship between the artificial world of games and the ‘real life’ context.” – Katie Salen and Eric Zimmerman, Rules of Play.
Rumble of the Future: A location-based ghost hunting ARG. (probe)
AHA!
Rumble of the Future is a deconstructed narrative that uses Myungdong as the stage for lesson on modern Korean history told by the Myungdong Historical Society (MHS), an organization which exists, on the surface, to preserve historic landmarks of the area and promote cultural appreciation for the area through guided tours, a website archive of materials, and partnerships with local businesses.
source photo credit: Robert Calve
Game Mechanics: Hungry ghosts and Silver bullets.
Acolyte or Assassin?
Feed the ghost’s desire to give it power:Friendship, Food, Celebrity, Gossip, etc…
Find the ghost’s secret to release it from this world:the Orphan, the Glutton, the Backstabber, the Blabbermouth, etc…
휘팅!
휘팅!
휘팅!
A Narrative-based Structure: There is a beginning and one end.
Examples: IloveBees, The Beast, The Heist.Pros: You can carefully craft the story and are in complete control of the pacing. Cons: Once a puzzle is solved, it is solved for everyone and once the story is over, it’s over for everyone.
A Rule-based Structure: Simple rules, multiple outcomes.
Examples: Starcraft, Go, Rock-Scissors-Paper.Pros: Excellent replay value and re- use of game elements. Cons: Story is a secondary concern, if not irrelevant to game play.
Hybrid Game-Narrative Structure: Modular systems of narrative subject to rules.
“Beads on a string — but multiple paths within each bead.” Greg Costikyan, CEO Manifesto Games
Psychogeography meets Psychictourism
“Psychogeography includes just about anything that takes pedestrians off their predictable paths and jolts them into a new awareness of the urban landscape.” — Joseph Hart
Psychictourism: Travel in search of the spirit world? An invisible layer on top of this reality.
The Dead Can Wait: It’s a slow game that allows casual participation.
Play at your own pace:Using the limitations of the technology to our advantage.Persistent world that forgives and forgets.
Traces Not Faces: Fear of the Unknown
The power of suggestion:We don’t show people in ghost costumes. We present them with evidence of ghosts and let the player’s imagination run wild.
Ubiquitous Interface: Keyplaces
In the City:Find an location or object in the environmentMarked by QR code or RFiD embedded in places and on objects
Ubiquitous Interface: Keywords
On your mobileHuman/AI/Chatbot SMS interaction. Receive directions, info, and clues.
Stakeholders: The value exchangeART CENTER NABI
GIVES: oversight and project managementGETS: continual exposure in myungdong
CITY OF SEOULGIVES: manages relationship with local vendorsGETS: cultural attraction for locals and tourists
UNESCOGIVES: support and historical resourceGETS: venue for promoting local heritage
PLAYERSGIVES: time and money to play the gameGETS: a strange new environment to explore
VENDORSGIVES: players special deals and secret cluesGETS: more customers
GAME DESIGNERS GIVES: mind, body, and soul to building the gameGETS: experience and the chance to make it real
Stakeholders: The Value exchange
SK TELECOMGIVES: technological solutionsGETS: increased traffic and a test case
S ervice Ecology: A service ecology is a system of actors and the relationships between them that form a service. Sustainable service ecologies depend on a balance where the actors involved exchange value in ways that is mutually beneficial over time. – Ben Reason, Live|Work
Stakeholders: The value exchangeINITIAL DESIGN
PROTOTYPING
CONCEPT
Timeline: The 3 Phases
To: [email protected] From: [email protected] Subject: Next StepsThe big issue which needs to be tackled with the proposal and which also relates to my thesis topic is basically how to make it work from a producers perspective. Who pays for it, how and why... and can the benefits equal or exceed the cost of producing it (also how to scale down the team or human resources required). It could be approached from the standpoint of tourism, supported by the city government, or entertainment, as a content offering from a service provider like SK telecom.
So, to get further insight…