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País de Origen: ITALIA País destino: HOLANDA
Empresa: Live|Work
marzia@desmanetwork.eu www.liveworkstudio.com
@marziaarico
I’m obsessed with Customer
Experience.
Real story
Real story
Across
INSURANCE
HEALTHCARE
HOSPITALITY
MEDIA
GOVERNMENT
RETAIL
TRANSPORT
….
Problem
Industrial Logic
“Make and Sell” Organisation
Definition
The Service Experience
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
Shift
FROM “MAKE AND SELL”
resources, embedded value, and transactions
TO
INTERACTIONS AND RELATIONSHIPS
intangible resources, co-creation of value, and relationships
Role
WHAT’S THE ROLE OF DESIGN IN THIS?
“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
Design
Empathy Collaboration System-view
Experimentation
Service Design
“Design for experiences that reach people through many different touch-points, and that happen over time.” Livework, 2002
Definition
Deliverables
Empower customers GJENSIDIGE INSURANCE 2008-2014
Livework © 2014
Case
15
Case
Example
Evidence
ORGANISATION
CUSTOMERS/CITIZENS
BUSINESS
Approach
Service Thinking
Individuals not mass consumers
Experience not technology
Value networks not value chains
Sustainability not point of purchase
Definition
> 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
Recommended