Jenny Fossum| Transformator Design | @jenny_fossum
Andreij Nylander| Transformator Design | @dreij_an
Service Aesthetics
B...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design© OiMax
https:...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
“TODAY, WE SE...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
AESTHETICS
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DEFINING AEST...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CHERYL AKNER-...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
THE FUSION OF...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
”ALL OUR KNOW...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
“WE EXPERIEN...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
BEFORE WE GO...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Explore and ...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
HMMM...FLUID...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
SENSORY EXPE...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator DesignPhoto credits...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
SENSES LEAD ...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Involuntary ...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
MEMORY
TRANS...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DESIGNING FO...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
What if we d...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DESIGNING FO...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
EMOTIONAL VI...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
THE EMOTIONA...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Firstly, thi...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
THE EMOTIONA...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
SERVICE DRAM...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
The dramatur...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
OPENING SCEN...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
SENSORY IMPR...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
WHAT IS THE ...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
TATE SENSORI...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
http://www.c...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
REDISCOVER A...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
http://www.s...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Workshop
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
WORKSHOP
Gro...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Leave a mark...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DESIGN A SER...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVING
COFF...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVING
COFF...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVING
COFF...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVING
COFF...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVING
COFF...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVING
COFF...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
KEEP IN MIND...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Ready?
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Go!
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
WORKSHOP
Gro...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Presentation
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
PRESENTATION...
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Discussion
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DISCUSSION
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DISCUSSION
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DISCUSSION
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
”ALL OUR KNO...
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Service Aesthetics: Blending Service Logic with Emotional Sensations - Jenny Fossum & Andreij Nylander, Transformator Design

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DAY TWO – OCT 3rd 2015 at Global Service Design Conference NYC
AFTERNOON SESSIONS / / WORKSHOP
more info at: http://bit.ly/1OqhJft

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Service Aesthetics: Blending Service Logic with Emotional Sensations - Jenny Fossum & Andreij Nylander, Transformator Design

  1. 1. Jenny Fossum| Transformator Design | @jenny_fossum Andreij Nylander| Transformator Design | @dreij_an Service Aesthetics Blending Service Logic with Emotional Sensations October 3, New York City #SERVICEAESTHETICS
  2. 2. 2 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
  3. 3. 3 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design© OiMax https://www.flickr.com/photos/ Conveying information isn’t purely logical or cognitive but emotional and sensory.
  4. 4. 4 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design “TODAY, WE SEEM TO BE EXPERIENCING A RATIONALISATION. ATTENTIVENESS TO DETAIL, ABSORPTION, AND SLOW ENGAGEMENT ARE NEGLECTED. THERE IS A NEED TO CRITICALLY REVISE OUR UNDERSTANDING OF THE SENSES” Olafur Eliasson, on White, by Kenya Hara FROM: SERVICE FUNCTIONALISM TO: EMOTIONAL SERVICES
  5. 5. 5 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design AESTHETICS
  6. 6. 6 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design DEFINING AESTHETICS From ancient Greek ”Aisthanomai” meaning perception by the senses. To modern English as ”something that can appeal to the senses” Image sources http://vcrown.com/ancient-civilization-and-archeology/greek-aesthetics/
  7. 7. 7 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design CHERYL AKNER-KOLER Professor in theoretical & applied aesthetics, Konstfack, University College of Arts, Craft & Design
  8. 8. 8 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design THE FUSION OF OUR SENSES
  9. 9. 9 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design ”ALL OUR KNOWLEDGE BEGINS WITH THE SENSES” Immanuel Kant
  10. 10. 10 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design “WE EXPERIENCE OUR SURROUNDING THROUGH OUR SENSES. THEY CONFIRM THAT WE ARE VIBRANT AND ALIVE” Max Fordham Image sources Kenya Hara, Designing Design
  11. 11. 11 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design BEFORE WE GO ON: THIS SESSION IS NOT ABOUT BEAUTY
  12. 12. 12 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Explore and define the Service Design craftsmanship and fuel a sensorial mindset
  13. 13. 13 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design HMMM...FLUID? Honan Christ Church Takeshi Hosaka image SourceArchdaily In Religion In Nature In Culture SENSORY EXPERIENCES TO BOND COMMUNITIES, CAPTIVATE AND THRILL
  14. 14. 14 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design SENSORY EXPERIENCES HELP US TO SURVIVE Image sourceehttp://www.bbc.com/news/blogs-ouch-27219363
  15. 15. 15 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator DesignPhoto credits:ateranyc.com SENSORY EXPERIENCES HELP US TO THRIVE ”THE NEED FOR SHELTER HAS GIVEN RISE TO ARCHITECTURE. THE NEED FOR COVER, FASHION. AND FOR BEING SUBJECTED TO THE CLOCK, WELL, WE INVENTED MUSIC.” BJ Miller
  16. 16. 16 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design SENSES LEAD TO EMOTIONS EMOTIONS ARE CAPTURED IN OUR MEMORY THE CHAIN REACTION
  17. 17. 17 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Involuntary Memory: The “Essence of the Past” - Sensations reminding of previous experiences. Image source: http://www.tartineandapronstrings.com/ THE CHAIN REACTION
  18. 18. 18 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design MEMORY TRANSFORMATIONEXPERIENCESSERVICESGOODS MAKEEXTRACT DELIVER STAGE GUIDE COMMODITIES WHEN WE TALK ABOUT MEMORABLE EXPERIENCES: WE NEED TO GET HOLD OF OUR SENSES SENSATIONS The ExperienceModel, B. Joseph Pine II and James H Gilmore
  19. 19. 19 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design DESIGNING FOR EMOTIONAL SENSATIONS HOW CAN WE GO FROM HERE?
  20. 20. 20 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design What if we design services with the same sensibility as we were to prepare and execute a japanese tea ceremony? What happens if we think services as art, crafted out and orchestrated from a pure sensorial point of view? CRAFT AND ORCHESTRATE SENSORIAL IMPRESSIONS Image source: http://ateranyc.com/
  21. 21. 21 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design DESIGNING FOR EMOTIONAL SENSATIONS A HYPOTHETICAL FRAMEWORK
  22. 22. 22 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design EMOTIONAL VISION SENSORY IMPRESSIONS INTENSITY START MIDDLE END TIME SERVICE DRAMATURGY DESIGNING FOR EMOTIONAL SENSATIONS HYPOTHETICAL FRAMEWORK
  23. 23. 23 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design THE EMOTIONAL VISION
  24. 24. 24 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Firstly, think of the overall emotional state you want to evoke. - What is the core emotional need? - What memory will the customer take along? THE EMOTIONAL VISION ENVISION THE DESIRABLE EMOTIONAL STATE EMOTIONAL VISION Flow? Relaxation? Excitement? Joy? Control? Gratitude?
  25. 25. 25 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design THE EMOTIONAL VISION ENVISION THE DESIRABLE EMOTIONAL STATE Arlanda Express - “The Flight Train of the Future” - Situation/context: stressed, out of control (do I have the passport? What gate? Where is my bag? Need to send of an e-mail...?) - Emotional concept: 20 min of flow and control ENVISIONING: FLOW EXPERIENCING: FLOW Photo credits: Patric Johansson, Arlanda Express
  26. 26. 26 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design SERVICE DRAMATURGY COMPOSING THE STORY
  27. 27. 27 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design The dramaturgical sensibility: Think of pace, rhythm, and rituals - Where in the journey is a need for relieve, surprise or delight? - Identify moments of wow! SERVICE DRAMATURGY COMPOSING THE STORY Image: Shutterstock
  28. 28. 28 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design OPENING SCENE INTENSITY START GET INTRODUCED IMMERSE WIND UP/ RELEASE MIDDLE END CRESCENDO DIMINUITION KLIMAX TIME DRAMATURGICAL SENSIBILITY COMPOSING THE STORY Through a sensibility in the composition of moments and events we build up anticipation excitement and keep up the customers engagement.
  29. 29. 29 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design SENSORY IMPRESSIONS GET HOLD OF OUR SENSES!
  30. 30. 30 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design WHAT IS THE TASTE OF RED?
  31. 31. 31 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design TATE SENSORIUM CHANGING THE WAY STUFF LOOKS THROUGH THE SENSES “We put art in places where our senses are suppressed. We want people to experience their senses, to think about what the artist experienced, and kind of break through that shell.” Tom Pursey, co-founder of Flying Object Sources: http://www.fastcodesign.com http://www.tate.org.uk/whats-on/tate-brit- ain/display/ik-prize-2015-tate-sensorium
  32. 32. 32 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design http://www.cntraveler.com/stories/2014-04-03/why-airline-food-tastes-so-bad A Japanese food study found that Umami is perfectly suited for those whose taste and smell sensitivity is impaired, i.e. anyone flying at 35,000 feet. This explains why Lufthansa serves almost as much tomato juice as it does beer. THE PERFECT AIRPLANE TASTE
  33. 33. 33 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design REDISCOVER AND FOOLING OUR BODY POWER Cross-disciplinary platforms create intuitive, responsive and interactive outcomes. We find new ways to improve products and services through authenticity and fooling our senses. Image: Shutterstock
  34. 34. 34 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design http://www.soneva.com/soneva-fushi/no-news-no-shoes SENSATIONAL IMPRESSIONS CAN BE REALLY SIMPLE NO NEWS NO SHOES, SONEVA FUSHI RESORT, MALDIVES
  35. 35. 35 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Workshop
  36. 36. 36 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design WORKSHOP Group work. Divide into groups of 3 persons – The Challenge (25 min) – The Sense Bar. Presentation & Documentation – Record a video presentation on Instagram (15 seconds long). Upload videos and pictures on Instagram and tag #serviceaesthetics Discussion (10 min) Graduation! Celebration! Sensation! 2.50 3.15 3.20 3.30
  37. 37. 37 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Leave a mark. Touch the senses. Create a memory.
  38. 38. 38 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design DESIGN A SERVICE THAT TOUCHES THE SENSES. FOCUS ON: 1. Emotional Vision What overall emotional experience will your service provide? 2. Service Dramaturgy Decide what dramaturgy you want to set with the service. Illustrate the emotional curve (tempo, vitality, intensity). 3. Sensory Impressions Choose and combine the sensorial elements to meet the need/create emotional sensations. Use the Sensebar for inspiration. THE CHALLENGE EMOTIONAL VISION SENSORY IMPRESSIONS INTENSITY START MIDDLE END TIME SERVICE DRAMATURGY
  39. 39. 39 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design CRAVING COFFEE LOOKING FOR CAFÉ FIND CAFÉ ORDER COFFEE PAYING GETS COFFEE DRINKS COFFEE SEARCHING FOR TRASH CAN SERVICE EVALUTATION TIME DRAMATURGY INTENSITY SENSORY IMPRESSIONS EXPERIENCE EXPERIENCE EXPERIENCE BUYING COFFEE EMOTIONAL VISION DURING BEFORE AFTER EXAM PLE
  40. 40. 40 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design CRAVING COFFEE LOOKING FOR CAFÉ FIND CAFÉ ORDER COFFEE PAYING GETS COFFEE DRINKS COFFEE SEARCHING FOR TRASH CAN SERVICE EVALUTATION TIME DRAMATURGY INTENSITY SENSORY IMPRESSIONS EXPERIENCE EXPERIENCE EXPERIENCE BUYING COFFEE EMOTIONAL VISION DURING BEFORE AFTER Energetic 1. EXAM PLE
  41. 41. 41 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design CRAVING COFFEE LOOKING FOR CAFÉ FIND CAFÉ ORDER COFFEE PAYING GETS COFFEE DRINKS COFFEE SEARCHING FOR TRASH CAN SERVICE EVALUTATION TIME DRAMATURGY INTENSITY SENSORY IMPRESSIONS EXPERIENCE EXPERIENCE EXPERIENCE BUYING COFFEE EMOTIONAL VISION DURING BEFORE AFTER Energetic 2. EXAM PLE
  42. 42. 42 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design CRAVING COFFEE LOOKING FOR CAFÉ FIND CAFÉ ORDER COFFEE PAYING GETS COFFEE DRINKS COFFEE SEARCHING FOR TRASH CAN SERVICE EVALUTATION TIME DRAMATURGY INTENSITY SENSORY IMPRESSIONS EXPERIENCE EXPERIENCE EXPERIENCE BUYING COFFEE EMOTIONAL VISION DURING BEFORE AFTER Energetic 3. EXAM PLE
  43. 43. 43 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design CRAVING COFFEE LOOKING FOR CAFÉ FIND CAFÉ ORDER COFFEE PAYING GETS COFFEE DRINKS COFFEE SEARCHING FOR TRASH CAN SERVICE EVALUTATION TIME DRAMATURGY INTENSITY SENSORY IMPRESSIONS EXPERIENCE EXPERIENCE EXPERIENCE BUYING COFFEE EMOTIONAL VISION DURING BEFORE AFTER Energetic Varm, Cozy Soft, Bittersweet awakening Tingling sharp surprise. Ferocious! Happy, Spicy, Explosive 4. EXAM PLE
  44. 44. 44 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design CRAVING COFFEE LOOKING FOR CAFÉ FIND CAFÉ ORDER COFFEE PAYING GETS COFFEE DRINKS COFFEE SEARCHING FOR TRASH CAN SERVICE EVALUTATION TIME DRAMATURGY INTENSITY SENSORY IMPRESSIONS EXPERIENCE EXPERIENCE EXPERIENCE BUYING COFFEE EMOTIONAL VISION DURING BEFORE AFTER Energetic Varm, Cozy Soft, Bittersweet awakening Tingling sharp surprise. Ferocious! Happy, Spicy, Explosive 4. EXAM PLE 3. 2. 1.
  45. 45. 45 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design KEEP IN MIND • The customer perspective. Think about underlying needs. • Design a clearly articulated beginning, middle and end. • Find common language to express sensory impressions. • Look for opportunities to surprise expectations. – Ask yourself, what would make a magic moment? – How would it be remembered? • The tool is there for you to explore! Please hack the workshop!
  46. 46. 46 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Ready?
  47. 47. 47 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Go!
  48. 48. 48 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design WORKSHOP Group work. Divide into groups of 3 persons – The Challenge (25 min) – The Sense Bar. Presentation & Documentation – Record a video presentation on Instagram (15 seconds long). Upload videos and pictures on Instagram and tag #serviceaesthetics Discussion (10 min) Graduation! Celebration! Sensation! 2.50 3.15 3.20 3.30
  49. 49. 49 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Presentation
  50. 50. 50 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design PRESENTATION & DOCUMENTATION Record a video presentation on Instagram (15 seconds long). Upload videos and pictures on Instagram and tag #serviceaesthetics and #[your group name]
  51. 51. 51 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design Discussion
  52. 52. 52 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design DISCUSSION • What opportunities do you see with working with service aesthetics?
  53. 53. 53 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design DISCUSSION • What opportunities do you see with working with service aesthetics? • How can you use service aesthetics in your everyday work?
  54. 54. 54 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design DISCUSSION • What opportunities do you see with working with service aesthetics? • How can you use service aesthetics in your everyday work? • Which competences are needed in the team in order to create sensational services?
  55. 55. 55 Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design ”ALL OUR KNOWLEDGE BEGINS WITH THE SENSES” #SERVICEAESTHETICS PLEASE KEEP IN TOUCH! ANDREIJ NYLANDER +46 72 505 61 00 andreij.nylander@transformatordesign.se JENNY FOSSUM +46 70 748 97 87 jenny.fossum@transformatordesign.se TTHE END/THE START?

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