Marzia Aricò at Festival Rodante Edición Diseño, Buenos Aires
Transcript of Marzia Aricò at Festival Rodante Edición Diseño, Buenos Aires
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País de Origen: ITALIA País destino: HOLANDA
Empresa: Live|Work
[email protected] www.liveworkstudio.com
@marziaarico
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I’m obsessed with Customer
Experience.
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Real story
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Real story
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Across
INSURANCE
HEALTHCARE
HOSPITALITY
MEDIA
GOVERNMENT
RETAIL
TRANSPORT
….
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Problem
Industrial Logic
“Make and Sell” Organisation
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Definition
The Service Experience
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The 2011 World Development Indicators show that the services sector accounted for almost 71% of global GDP in 2010 and is expanding at a quicker rate than the agriculture and the manufacturing sectors. Source: unctad.org
Services
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Shift
FROM “MAKE AND SELL”
resources, embedded value, and transactions
TO
INTERACTIONS AND RELATIONSHIPS
intangible resources, co-creation of value, and relationships
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Role
WHAT’S THE ROLE OF DESIGN IN THIS?
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“Designing is not a profession but an attitude. Design has many connotations. It is the organization of materials and processes in the most productive way, in a harmonious balance of all elements necessary for a certain function. It is the integration of technological, social, and economical requirements, biological necessities, and the psychological effects of materials, shape, color, volume and space. Thinking in relationships.” Laszlo Moholy-Nagy, Photographer, Graphic Designer, Co-Founder of the Bauhaus
Design
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Design
Empathy Collaboration System-view
Experimentation
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Service Design
“Design for experiences that reach people through many different touch-points, and that happen over time.” Livework, 2002
Definition
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Deliverables
Empower customers GJENSIDIGE INSURANCE 2008-2014
Livework © 2014
Case
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15
Case
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Example
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Evidence
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ORGANISATION
CUSTOMERS/CITIZENS
BUSINESS
Approach
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Service Thinking
Individuals not mass consumers
Experience not technology
Value networks not value chains
Sustainability not point of purchase
Definition
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> It’s all about people. Treating customers as human being.
> Relevant service design requires a deep understanding of the customers, the business, and the organisation.
> A shift of focus from products to interaction is needed. Designers have an important role to play in this shift.
Conclusions