from
stravinsky to starbucks
carrie chan, bruce hanington and shelley evenson
carnegie mellon university
design and emotion 2008

think of the last time
you had a bad service
experience.

services are both
intangible and tangible.
© Flickr Thomås Lu ~ 5th & 6th in Milan

they rely on co-creation.

design + services?

services are like performances...

similar to a ballet...
© Flickr Julian-Martin

or a choreographed event...
© boston.com

or an orchestra concert.
© Flickr

1: services as
performance

music exists as a
complete system.
© Flickr

first impressions count.
© Flickr

styles matter.
© Flickr

styles matter.
© Flickr

2: music and
service roles

the composer

= service designer?

the composer

gives shape to ideas
the composer

gives shape to ideas
master of elements
the composer

the performer

= frontline employee

the performer

gives movement to
static ideas
the performer

gives movement to
static ideas
executes & interprets
the performer

the listener

= customer

the listener

four stages of listening
the listener

four stages of listening
hearing
the listener

four stages of listening
hearing
enjoying
the listener

four stages of listening
hearing
enjoying
understanding
the listener

four stages of listening
hearing
enjoying
understanding
discriminating
the listener

3: music and
service tools

PHYSICAL bedside hub nurse’s bedside hub hallwa
EVIDENCE nurse’s station station palm pilot
display displays
dooside display
stockroom display
PATIENT request leg sees that request request acknowledgement is shown
ACTIONS
service blueprinting
exerciser on hub has been
broadcast
wait
on bedside hub
wait
line of interaction
ONSTAGE
CONTACT
PERSON
line of visibility
BACKSTAGE nurse sees nurse
CONTACT request on storag
PERSON nurse’s station
display, presses
request on
screen
line of internal interaction
SUPPORT request is request is request status
PROCESS displayed in all put onto the is changed on
displays on the nurse’s palm all displays to
ward’s floor pilot (by elec. indicate nurse’s
ID tag) acknowledgem’t

how can we come up
with a new service
design language?

can we learn from the way
music creates emotion?

what can we learn from
other fields?

services will always
exist as a major part of
our economy.

it is up to us to create
service experiences
that exceed customer
expectations.

imagine if every service
experience you had was
a great one!

thanks.

thanks.
carrie chan
thinkcarrie@gmail.com / thinkcarrie.com
design and emotion 2008