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Sleep centric service design

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Sleep centric service design

  1. 1. Sleep-centric Service Design For the majority of people, sleep is a significant source of plea- sure, relaxation and even experience. Yet, in existing design re- search, sleep has remained a theoretical blind spot. To redress this neglect, we are working towards a conceptualisation ofEssi Kuure, sleep that will enable the hotel and hospitality industry to betterM.A., Service Designerand Researcher, develop and manage services based around sleep. This sleep-University of LaplandFaculty of Art and Design centric service design model is based upon the recognition that sleeping is not only biological, but also a social, cultural, material and inherently corporeal activity, whose management calls for a range of specific service design skills. Fieldwork Interviews were analysed and the results The empirical fieldwork for this study were visualised in concept ideas thatSatu Miettinen, was conducted among Finnish customers illustrated how future sleeping services inPhD, Professor of Applied and service providers of luxury hotels and different kind of hotels could be designedArt and DesignUniversity of Lapland services. The interviews were carried out (Figure 1).Faculty of Art and Design between April and June of 2009 and were part of master thesis submitted by Marjo Designing Sleep Pohjanen and Essi Laakso. In the seven Our study renders visible the journey qualitative interviews, service concepts of a customer wanting a good night’s for ‘falling asleep’, ‘being asleep’, and sleep. The journey consists of a pre-sleep ‘waking up’ were used to elicit responses. phase, the actual phase of sleeping and The selection of the interviewees was a post-sleep phase and is, actually, a based upon their experience in using journey through different states of being. luxury hotel and hospitality services, Ideally, the customer starts the journeyAnu Valtonen,PhD, Professor of Marketing or upon their knowledge of what kind mentally and physically relaxed, thenUniversity of Lapland of holidays luxury-oriented customers turns to a deeper state of sleep, and endsFaculty of Social Sciences want and buy. In total, seven people were it by waking up feeling refreshed and re- interviewed, three women and four men. energised. We highlight six dimensions36 touchpoint
  2. 2. eat, sleep, play spatial arrangements ep sle to ng goi material temporal arrangements arrangements p slee nga i be embodied customer g up akin w sensual arrangements semiotic arrangements Figure 1: social arrangements Future sleeping service conceptsthat help understand how a successful present in the same room, as well as thesleep journey might be facilitated (see customers next door: they affect theFigure 2). The meanings and importance quality of the whole ‘journey’ of sleep.of these dimensions may vary in Moreover, the ‘mental bedfellows’, thoseaccordance with the different phases who are not present, but on the sleeper’sof sleep, and with individual sleepers. mind – family members, for instance – areThe sleeper not only has his or her own significant, especially at the moment ofsleeping habits and preferences, but also falling asleep and waking up.a physical body, made of flesh and bone.Therefore, we situate the sleeping body at Material arrangements, such as the qualitythe centre of our model. of the air, the standard of cleanliness and the quality of the bed and pillows – feltFirst, we will enumerate the dimensions through the body – occupy a key role inof sleep-centric service design: the facilitation of a good night’s sleep. A massage pillow might help the clientSocial arrangements. Sleep is a social put aside daily worries and work-relatedactivity. It involves the acknowledgment anxieties and to prepare the body for theof those co-customers who are physically transition to the state of sleep. touchpoint 37
  3. 3. p slee nga p slee i be spatial g to arrangements in go spatial arrangements temporal material arrangements arrangements temporal material arrangements arrangements embodied customer embodied sensual semiotic customer arrangements arrangements sensual semiotic arrangements arrangements social arrangements social arrangements Sensual arrangements. It is also vital to Temporal arrangements. Sleep is recognise the role of all the senses in frequently patterned to take place the facilitation of a good night’s sleep: during the night time, yet individuals sounds, scents, touch, lighting and vision. have personalised sleep habits, or they While, for instance, silence and darkness may be forced to adapt their patterns are frequently associated with an ideal to the requirements of the globalised sleeping space, they may take many forms. world. Management of jet lag, difficulties Silence, to illustrate, does not simply refer with getting off to sleep, or fears of to the absence of sounds, but rather to the oversleeping due to a different sleep presence of sounds found pleasurable in schedule are daily concerns of many the context of sleep. The arrangement of contemporary clients. Moreover, the the lightscape is another example: new opportunity to take naps is nowadays technology enables the use of windows highly valued. as alarm clocks, by letting light through into the room at the waking hour. Or, how Spatial arrangements. The situation of about waking up to the aroma of coffee? the hotel in relation to its surroundings (e.g. city centre vs. countryside) shapes Semiotic arrangements. Sleep carries a rich the sleep experience, but so does the way set of cultural and personalised meanings. the room is situated in relation to other Their acknowledgment provides a rich facilities offered, such as bars and gyms. platform for sleep design. To illustrate this, Perhaps, for instance, ‘badly’ situated the association of sleep with health opens rooms call for the enhancement of other up a way to design services that enhance dimensions outlined above, so as to this association. There is also a range of provide a good sleeping experience. culturally established and corporeally perceived effects related to sleep, such as The Benefits of Taking Sleep Seriously safety and fear, whose management is a Putting the sleeping customer at the part of a pleasurable sleeping experience centre of attention highlights the38 touchpoint
  4. 4. eat, sleep, play up ing ak w spatial arrangements temporal material arrangements arrangements embodied customer sensual semiotic arrangements arrangements social Figure 2: Sleep-centric service design arrangementsspecificity of sleep and sleeping, which, References 1 Mauss, M. (1974). Techniques of the body. Economy andusually, is overshadowed by prevalent Society, 2(1), 70–85.thoughts centred on the waking hours. 2 Miettinen, S. & Koivisto, M. (Eds.) (2009). DesigningWe have outlined six dimensions that play Services with Innovative Methods. Publicationa role in the facilitation of a good night’s Series, University of Art and Design Helsinki B 93. Kuopio Academy of Design. Taitemia Publicationsleep. The acknowledgment of these Series 33. Otava, Keuruu. http://www.ellibs.com/fi/dimensions and their distinct role during book/9789525018424the journey of sleep enables the service 3 Miettinen, S. (2007). Designing the Creative Tourism Experience. A Service Design Process with Namibianprovider to better analyse, blueprint Crafts People. Publication series, University of Art andand design sleep services, and to modify Design Helsinki A 81. Doctoral Dissertation. Gummerusthem to meet different expectations and kirjapaino Oy, Jyväskylä.preferences involved in the different 4 Valtonen, A. & Veijola, S. (2011). Sleep in Tourism. Annals of Tourism Research, 38 (1), 175-192.phases of sleep. It thereby offers a service 5 Pohjanen, M. & Laakso, E. (2010). Luxury servicescapesdesign platform that goes beyond the in accommodation services of tomorrow. The study‘sleep menus’ that are currently available and design of high-end services in accommodation service context. Master’s thesis, University of Lapland,in many hotels. Our model thus enables Rovaniemi, Finland.the hotel and hospitality industry to: Identity the sleep journey from the customer’s point of view develop sleep services for different phases of sleep understand the specific needs of the sleeping customer touchpoint 39

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