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INNOVATION	
  USING	
  EXPERIENCE	
  DESIGN	
  

Fausto	
  Garcia	
  

IAE	
  Business	
  School,	
  Buenos	
  Aires,	
  A...
WHAT	
  IS	
  	
  
CUSTOMER	
  EXPERIENCE	
  DESIGN	
  ?	
  
Research	
  since	
  2004	
  -­‐	
  Empirical	
  Domain	
  	
  
• 

Research	
  in	
  Theme	
  Parks	
  and	
  Commercial	...
Experience	
  as	
  a	
  dialec7cal	
  	
  (and	
  interac7ve)	
  process
	
  

CogniHon	
  

PracHce	
  

Context	
  

Ad...
Experience	
  as	
  a	
  dialec7cal	
  (and	
  interac7ve)	
  process
	
  
Social	
  process,	
  constructed	
  
in	
  int...
Experience Providers

Bakery /
Coffee shop

Office furniture

Motorcycles

Shopping
centre
Airline

Nightclubs

Theme park...
absolute ice bar
ECONOMIC VALUE PROGESSION	


Experiences

Differentiated

Services
Competitive
Position

Not

Goods

Commodities
Market

P...
Can	
  feelings	
  be	
  designed?
	
  
Framework
Ordinary
Revenues
Footfall
in the park

Number
of visitors

N

Incomes
per person

Repetition
of visits

Per hou...
Ongoing	
  observa7ons	
  
• 

Disney	
  Orlando	
  
(Imagineering	
  &	
  Ind.	
  Eng.	
  Dept.)	
  

• 

Barbiestore	
  ...
Prac;ce	
  Management	
  at	
  Disney	
  

• 

Use	
  of	
  Series	
  of	
  Cues:	
  Theming	
  

• 

Use	
  of	
  Technol...
USING	
  EXPERIENCE	
  DESIGN	
  TO	
  INNOVATE	
  
FULL	
  LAUNCH	
  

DESIGN	
  

• Full-­‐scale	
  launch	
  
• Post-­‐launch	
  review	
  

• Strategic	
  Planning	
  
• ...
Prac;ce	
  Management	
  
• 

How	
  to	
  use	
  the	
  “momentum”	
  of	
  customers?	
  

FIRM	
  

Context	
  

CogniH...
Some research questions
• 

Will these models help to better understand the
dynamic nature of services?

• 

From which ar...
Cues	
  for	
  Theming	
  
Cues	
  for	
  Theming	
  
Examples	
  of	
  use	
  of	
  Technology	
  
Adop7ons	
  from	
  other	
  industries	
  
Interac7ve	
  environment:	
  IBM	
  at	
  Disney	
  
Interac7ve	
  queue:	
  Soarin’	
  
Interac7ve	
  queue:	
  Soarin’	
  
Social	
  Networks	
  at	
  the	
  Zoo	
  
United	
  Breaks	
  Guitars	
  
Observa7on	
  
• 

What	
  to	
  ask?	
  

FIRM	
  

Context	
  

CogniHon	
  

PracHce	
  
Barbiestore	
  facts	
  

• 

September	
  2007:	
  

First	
  Barbie	
  store	
  opens	
  
Investment:	
  $400,000	
  USD...
Some	
  ideas	
  to	
  work	
  on…	
  
• 

Which	
  kind	
  of	
  capabili7es	
  do	
  we	
  need?	
  

FIRM	
  

Context	...
Thank	
  You
	
  
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
MBA 2013 Innovation using experience design
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MBA 2013 Innovation using experience design

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Transcript of "MBA 2013 Innovation using experience design"

  1. 1. INNOVATION  USING  EXPERIENCE  DESIGN   Fausto  Garcia   IAE  Business  School,  Buenos  Aires,  Argen7na     MBA  Program   2013    
  2. 2. WHAT  IS     CUSTOMER  EXPERIENCE  DESIGN  ?  
  3. 3. Research  since  2004  -­‐  Empirical  Domain     •  Research  in  Theme  Parks  and  Commercial  Centre  Industry   •  New  observaHons  added  (focus  on  experience  centric  services)   •  La7n  American  Theme  Parks  (Brazil,  Venezuela,  Colombia  and  Argen7na)   •  Retail   •  Cable  Operators  (Technological  providers)   •  Communica7on  providers   •  SoRware  Developers   Ev   > Av   + Pv  
  4. 4. Experience  as  a  dialec7cal    (and  interac7ve)  process   CogniHon   PracHce   Context   Adapted  from  Gupta  &  Vajic  (2000)  
  5. 5. Experience  as  a  dialec7cal  (and  interac7ve)  process   Social  process,  constructed   in  interac7ons  in  different   social  se[ngs.     Not  a  universal  character.     CogniHon   Physical  context  +  immediate   social  interac7ons.   Influences  and  is  influenced  by   human  ac7ons.   PracHce   Context   Captures  inter-­‐rela7onship  of  context  and   cogni7on.   Ac7vity  of  people  ac7ng  in  a  se[ng.     Unit  of  analysis  to  study  experiences.   Adapted  from  Gupta  &  Vajic  (2000)  
  6. 6. Experience Providers Bakery / Coffee shop Office furniture Motorcycles Shopping centre Airline Nightclubs Theme park Retail & leisure destinations Cruise liner Voss & Zomerdiej (2007)
  7. 7. absolute ice bar
  8. 8. ECONOMIC VALUE PROGESSION Experiences Differentiated Services Competitive Position Not Goods Commodities Market Price Policy Premium Ref.: Pine & Gilmore
  9. 9. Can  feelings  be  designed?  
  10. 10. Framework Ordinary Revenues Footfall in the park Number of visitors N Incomes per person Repetition of visits Per hour spending δ $/t Lengh of stay t Ordinay Revenues attracted visitors (N) * repetition factor (δ) * Average Spent per time unit ($ / time) * Average stay (time) Spatial Expansion Temporal Expansion Primary Activity Chain Focus of Growth Adjacent Activity Chain
  11. 11. Ongoing  observa7ons   •  Disney  Orlando   (Imagineering  &  Ind.  Eng.  Dept.)   •  Barbiestore     (Founder  &  CEOs)   •  Temaiken  Zoo   (Customer  Care  Dept.)  
  12. 12. Prac;ce  Management  at  Disney   •  Use  of  Series  of  Cues:  Theming   •  Use  of  Technology     •  To  mo7vate  desired  behaviors   •  To  provide  informa7on  about  the  use  of  the  service  system   •  To  create  engagement  
  13. 13. USING  EXPERIENCE  DESIGN  TO  INNOVATE  
  14. 14. FULL  LAUNCH   DESIGN   • Full-­‐scale  launch   • Post-­‐launch  review   • Strategic  Planning   • Idea  genera7on  and   screening   • Concept  development   and  tes7ng   Enablers   People   Service     Concept     Elements   Tech   Systems   DEVELOPMENT   • Service  Design  and  Tes7ng   • Process  and  System  design  and  tes7ng   • Marke7ng  program  design  and  tes7ng   • Personnel  training   • Service  training  and  pilot  run   • Test  marke7ng   ANALYSIS   Tools   • Business  Analysis     • Project  Authoriza7on   Johnston  et  al.,  2000  
  15. 15. Prac;ce  Management   •  How  to  use  the  “momentum”  of  customers?   FIRM   Context   CogniHon   PracHce  
  16. 16. Some research questions •  Will these models help to better understand the dynamic nature of services? •  From which area to study? •  Which is the role of each person in Practice? •  How to protect / capture value? Firm Informs Modifies CONTEXT Observes PRACTICE COGNITION person
  17. 17. Cues  for  Theming  
  18. 18. Cues  for  Theming  
  19. 19. Examples  of  use  of  Technology  
  20. 20. Adop7ons  from  other  industries  
  21. 21. Interac7ve  environment:  IBM  at  Disney  
  22. 22. Interac7ve  queue:  Soarin’  
  23. 23. Interac7ve  queue:  Soarin’  
  24. 24. Social  Networks  at  the  Zoo  
  25. 25. United  Breaks  Guitars  
  26. 26. Observa7on   •  What  to  ask?   FIRM   Context   CogniHon   PracHce  
  27. 27. Barbiestore  facts   •  September  2007:   First  Barbie  store  opens   Investment:  $400,000  USD   •  Concept:  “Fashiontainment”   •  Primary  Target:  Girls  ages  3-­‐12   •  Secondary  Target:  Moms  
  28. 28. Some  ideas  to  work  on…   •  Which  kind  of  capabili7es  do  we  need?   FIRM   Context   CogniHon   PracHce  
  29. 29. Thank  You  
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