MBA 2013 Innovation using experience design

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  • 1. INNOVATION  USING  EXPERIENCE  DESIGN   Fausto  Garcia   IAE  Business  School,  Buenos  Aires,  Argen7na     MBA  Program   2013    
  • 2. WHAT  IS     CUSTOMER  EXPERIENCE  DESIGN  ?  
  • 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. Experience  as  a  dialec7cal    (and  interac7ve)  process   CogniHon   PracHce   Context   Adapted  from  Gupta  &  Vajic  (2000)  
  • 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. Experience Providers Bakery / Coffee shop Office furniture Motorcycles Shopping centre Airline Nightclubs Theme park Retail & leisure destinations Cruise liner Voss & Zomerdiej (2007)
  • 7. absolute ice bar
  • 8. ECONOMIC VALUE PROGESSION Experiences Differentiated Services Competitive Position Not Goods Commodities Market Price Policy Premium Ref.: Pine & Gilmore
  • 9. Can  feelings  be  designed?  
  • 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. Ongoing  observa7ons   •  Disney  Orlando   (Imagineering  &  Ind.  Eng.  Dept.)   •  Barbiestore     (Founder  &  CEOs)   •  Temaiken  Zoo   (Customer  Care  Dept.)  
  • 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. USING  EXPERIENCE  DESIGN  TO  INNOVATE  
  • 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. Prac;ce  Management   •  How  to  use  the  “momentum”  of  customers?   FIRM   Context   CogniHon   PracHce  
  • 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. Cues  for  Theming  
  • 18. Cues  for  Theming  
  • 19. Examples  of  use  of  Technology  
  • 20. Adop7ons  from  other  industries  
  • 21. Interac7ve  environment:  IBM  at  Disney  
  • 22. Interac7ve  queue:  Soarin’  
  • 23. Interac7ve  queue:  Soarin’  
  • 24. Social  Networks  at  the  Zoo  
  • 25. United  Breaks  Guitars  
  • 26. Observa7on   •  What  to  ask?   FIRM   Context   CogniHon   PracHce  
  • 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. Some  ideas  to  work  on…   •  Which  kind  of  capabili7es  do  we  need?   FIRM   Context   CogniHon   PracHce  
  • 29. Thank  You