The presentation of our fellow researcher Marzia Aricò at University of Buenos Aires, as part of our DESMA Tour 2014.

2. País de Origen: ITALIA
País destino: HOLANDA
Empresa: Live|Work
marzia@desmanetwork.eu
www.liveworkstudio.com
@marziaarico

3. 2014 © Livework Studio Ltd
São Paulo
RotterdamLondon
Oslo
live|work
We are a multi-skilled team working from 4 studios, serving clients all over the
world. We work across sectors, focused on customer experience, applying our
brain power to helping businesses develop valuable customer relationships.

5. Design team of the year!
4
"Working around the globe, on a diverse range of projects for a diverse set of clients, the
Livework team really shows what design can do”
2014 © Livework

6. 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
@marziaarico

7. Service Design
“Design for experiences that reach people
through many different touch-points, and
that happen over time.”
Livework, 2002
Definition
@marziaarico

8. Definition
The Service Experience
@marziaarico

9. Shift
FROM
INDUSTRIAL LOGIC
resources, embedded value, and transactions
TO
INTERACTIONS AND
RELATIONSHIPS
intangible resources, co-creation of value,
and relationships
@marziaarico

10. Role
WHAT’S THE ROLE OF
DESIGN IN THIS?
@marziaarico

11. “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
@marziaarico

12. Design
Empathy
Collaboration
System View
Experimentation
@marziaarico

13. Service Thinking
Individuals not mass consumers
Experience not technology
Value networks not value chains
Sustainability not point of purchase
Definition
@marziaarico

14. ORGANISATION
CUSTOMERS/CITIZENS
BUSINESS
Approach
@marziaarico

15. Customer
Bio-Rad is a global organisation developing healthcare equipment for lab teams working in
research and medical organisations. Livework helped Bio-Rad to develop a customer-centric
strategy and to design a sales approach that utilises the needs and skills of lab teams.
Thinking
CLIENT CASE
BIORAD
2014

16. The Client
Livework © 2014
BACKGROUND

17. The Customer
Livework © 2014
BACKGROUND

18. The “Make and Sell”
Organization
Livework © 2014
BACKGROUND

19. The Realization
Livework © 2014
BACKGROUND

20. Conclusions
Livework © 2014
KEY POINTS
• Putting the customer at
the center
• Think ecosystem
• Understand both front-
end and back-end

21. Livework © 2014
GUESS WHAT
An incarnation, embodiment, or manifestation of a person or idea.
The Oxford Dictionary

22. Livework © 2014
SHIFT
Products are Service Avatars.
Goods are a distribution mechanism for service provision. They derive their value through use
– the service they provide (Vargo & Lusch, 2004)

23. Thank You!
www.liveworkstudio.com
@marziaarico