Thesis Paper Presentation

Masters thesis paper presentation Carrie Chan Advisor: Bruce Hanington January 25, 2008

service design

service blueprinting

performing arts

services as performances

what can service blueprinting learn from music scores?

service design what can service blueprinting learn from music scores?

service design classical music what can service blueprinting learn from music scores?

literature Igor Stravinsky Poetics of Music Roger Sessions The Musical Experience of Composer, Performer, Listener

service roles tools

service = performance roles tools

service = performance roles tools composer = service designer performer = frontline employees listener = customer

service = performance roles tools composer = service designer music score = service blueprint performer = frontline employees listener = customer

PERFORMANCE

the music performance

the music performance music as a system Disney

the music performance music as a system Disney music impressions Marriott

the music performance music as a system Disney music impressions Marriott music styles Apple

the music performance music as a system Disney music impressions Marriott music styles Apple music lifecycles airlines

music as a system

music as a system “In music, each moment is ﬂeeting; it passes and cannot be completely recaptured” —Sessions

ROLES

role of the composer

role of the composer gives shape to ideas Howard Shultz, Starbucks

role of the composer gives shape to ideas Howard Shultz, Starbucks keeping an organic relationship to his work Disney

role of the composer gives shape to ideas Howard Shultz, Starbucks keeping an organic relationship to his work Disney being a master of elements Disney

role of the composer gives shape to ideas Howard Shultz, Starbucks keeping an organic relationship to his work Disney being a master of elements Disney creating possibilities for the unexpected Horst Schulze, Ritz Carlton

create possibilities for the unexpected

create possibilities for the unexpected “... successive impressions must either maintain the level of intensity, of interest, of movement established at the outset, or they must raise it. Otherwise... the ear becomes bored, and the music lags.” —Sessions

role of the performer

role of the performer giving movement to a static idea education

role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts

role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse

role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse being aware of performance conditions retail store clerks

role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse being aware of performance conditions retail store clerks establishing trust warrantees, money-back guarantees

role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse being aware of performance conditions retail store clerks establishing trust warrantees, money-back guarantees creating the unexpected Land’s End

giving movement to a static idea

giving movement to a static idea “ ... it is this essential and inherent quality of music—it’s ﬂuidity, the fact that it is in an art... that has inevitably produced the performer.” —Sessions

role of the listener

role of the listener hearing, enjoying, understanding, discriminating hotel experience

role of the listener hearing, enjoying, understanding, discriminating hotel experience being a discriminator, advocate, and educator restaurant experience

role of the listener hearing, enjoying, understanding, discriminating hotel experience being a discriminator, advocate, and educator restaurant experience wanting an experience

wanting an experience

wanting an experience “ ... inevitably... a variety of listeners want a variety of things. But on any level it may be taken for granted that the listener wants vital experience, whether of a deeply stirring, brilliantly stimulating, or simply entertaining type”—Sessions

TOOLS

the music score record of a composition expression of ideas performer’s guide

the music score record of a composition expression of ideas performer’s guide service blueprinting

service = performance roles tools composer = service designer music score = service blueprint performer = frontline employees listener = customer

conclusion

conclusion building service design as a stronger discipline

future direction

future direction reﬁne and solidify aspects of service look to other disciplines of the performing arts

thank you carrie chan | masters thesis paper presentation | january 25 2008 school of design | carnegie mellon university | advisor: bruce hanington

Thesis Paper Presentation

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