singapore master class
TRANSCRIPT
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)
*
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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