Luca Mascaro discusses the intersection of design and business, emphasizing the importance of design thinking in creating effective products and services. The document highlights customer experience, usability, and the need to start from people's desires and aspirations. It references successful design-driven businesses like Apple and Spotify, advocating for a strategic approach to service design.

1. business & design
Change

2. experience architect
Luca Mascaro

3. issue
design & business

4. discipline
Business & Administration

5. discipline
Business & strategic design

6. a good
product

7. product
service
business
a good...

8. a good product
how to?

9. product
service
business
business approach ...

10. product
service
business
design thinking approach...

11. start from
people

12. ∞
customer
experience
user
experience

13. ∞
need
desire
aspiration
...
usability
desirability
feeling
...

14. new
design driven business

15. story
Apple

16. story
Square

17. story
Spotify

18. story
Neonurture

19. a new frontier
design + business

20. abstract
business
design
strategic service
design design
experience
design
concrete

21. product
service
business

22. “un buon prodotto vive
sempre in un buon sistema”
Bruno Munari

23. thank you
@lucamascaro
www.lucamascaro.info
www.sketchin.ch