The presentation of our fellow researcher Marzia Aricò at the Festival Rodante Edición Diseño, as part of the DESMA Tour 2014 in Buenos Aires.

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

3. I’m obsessed
with Customer
Experience.

4. Real story

5. Real story

6. Across
INSURANCE
HEALTHCARE
HOSPITALITY
MEDIA
GOVERNMENT
RETAIL
TRANSPORT
….

7. Problem
Industrial Logic
“Make and Sell” Organisation

8. Definition
The Service Experience

9. 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

10. Shift
FROM
“MAKE AND SELL”
resources, embedded value, and transactions
TO
INTERACTIONS AND
RELATIONSHIPS
intangible resources, co-creation of value,
and relationships

11. Role
WHAT’S THE ROLE OF
DESIGN IN THIS?

12. “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

13. Design
Empathy
Collaboration
System-view
Experimentation

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

15. Deliverables
Empower customers
GJENSIDIGE INSURANCE
2008-2014
Livework © 2014
Case

16. 15
Case

17. Example

18. Evidence

19. ORGANISATION
CUSTOMERS/CITIZENS
BUSINESS
Approach

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

21. > It’s all about people. Treating
customers as human being.
> Relevant service design requires a
deep understanding of the customers,
the business, and the organisation.
> A shift of focus from products to
interaction is needed. Designers have an
important role to play in this shift.
Conclusions