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MBA 2013 Innovation using experience design


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MBA Service Course

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MBA 2013 Innovation using experience design

  1. 1. INNOVATION  USING  EXPERIENCE  DESIGN   Fausto  Garcia   IAE  Business  School,  Buenos  Aires,  Argen7na     MBA  Program   2013    
  3. 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. 4. Experience  as  a  dialec7cal    (and  interac7ve)  process   CogniHon   PracHce   Context   Adapted  from  Gupta  &  Vajic  (2000)  
  5. 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. 6. Experience Providers Bakery / Coffee shop Office furniture Motorcycles Shopping centre Airline Nightclubs Theme park Retail & leisure destinations Cruise liner Voss & Zomerdiej (2007)
  7. 7. absolute ice bar
  8. 8. ECONOMIC VALUE PROGESSION Experiences Differentiated Services Competitive Position Not Goods Commodities Market Price Policy Premium Ref.: Pine & Gilmore
  9. 9. Can  feelings  be  designed?  
  10. 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. 11. Ongoing  observa7ons   •  Disney  Orlando   (Imagineering  &  Ind.  Eng.  Dept.)   •  Barbiestore     (Founder  &  CEOs)   •  Temaiken  Zoo   (Customer  Care  Dept.)  
  12. 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  
  14. 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. 15. Prac;ce  Management   •  How  to  use  the  “momentum”  of  customers?   FIRM   Context   CogniHon   PracHce  
  16. 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. 17. Cues  for  Theming  
  18. 18. Cues  for  Theming  
  19. 19. Examples  of  use  of  Technology  
  20. 20. Adop7ons  from  other  industries  
  21. 21. Interac7ve  environment:  IBM  at  Disney  
  22. 22. Interac7ve  queue:  Soarin’  
  23. 23. Interac7ve  queue:  Soarin’  
  24. 24. Social  Networks  at  the  Zoo  
  25. 25. United  Breaks  Guitars  
  26. 26. Observa7on   •  What  to  ask?   FIRM   Context   CogniHon   PracHce  
  27. 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. 28. Some  ideas  to  work  on…   •  Which  kind  of  capabili7es  do  we  need?   FIRM   Context   CogniHon   PracHce  
  29. 29. Thank  You