service aesthetics: blending service logic with emotional sensations - jenny fossum & andreij...
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Jenny Fossum| Transformator Design | @jenny_fossumAndreij Nylander| Transformator Design | @dreij_an
Service AestheticsBlending Service Logic with Emotional Sensations
October 3, New York City
#SERVICEAESTHETICS
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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://www.flickr.com/photos/
Conveying information isn’t purely logical or cognitive but emotional and sensory.
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
“TODAY, WE SEEM TO BE EXPERIENCING A RATIONALISATION. ATTENTIVENESS TODETAIL, ABSORPTION, AND SLOW ENGAGEMENT ARENEGLECTED. 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
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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 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/
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CHERYL AKNER-KOLERProfessor in theoretical & applied aesthetics, Konstfack, University College of Arts, Craft & Design
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
THE FUSION OF OUR SENSES
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
”ALL OUR KNOWLEDGE BEGINS WITH THE SENSES”
Immanuel Kant
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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
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
BEFORE WE GO ON:THIS SESSION IS NOT ABOUT BEAUTY
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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
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
HMMM...FLUID?
Honan Christ Church Takeshi Hosakaimage SourceArchdaily
In Religion
In Nature
In Culture
SENSORY EXPERIENCESTO BOND COMMUNITIES, CAPTIVATE AND THRILL
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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
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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
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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
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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
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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
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DESIGNING FOR EMOTIONAL SENSATIONSHOW CAN WE GO FROM HERE?
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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/
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
DESIGNING FOR EMOTIONAL SENSATIONS A HYPOTHETICAL FRAMEWORK
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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 SENSATIONSHYPOTHETICAL FRAMEWORK
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
THE EMOTIONAL VISION
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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 VISIONENVISION THE DESIRABLE EMOTIONAL STATE
EMOTIONAL VISION
Flow?
Relaxation? Excitement?
Joy?
Control?
Gratitude?
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
THE EMOTIONAL VISIONENVISION 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
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
SERVICE DRAMATURGYCOMPOSING THE STORY
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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 DRAMATURGYCOMPOSING THE STORY
Image: Shutterstock
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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 SENSIBILITYCOMPOSING THE STORYThrough a sensibility in the composition of moments and events we build up anticipation excitement and keep up the customers engagement.
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
SENSORY IMPRESSIONS GET HOLD OF OUR SENSES!
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
WHAT IS THE TASTE OF RED?
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
TATE SENSORIUMCHANGING 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
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Designhttp://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
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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
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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 SIMPLENO NEWS NO SHOES, SONEVA FUSHI RESORT, MALDIVES
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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
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
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Leave a mark.Touch the senses.Create a memory.
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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 VisionWhat overall emotional experience will your service provide?
2. Service DramaturgyDecide 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
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVIN
G COFFEE
LOOKIN
G FOR C
AFÉ
FIND CAF
É
ORDER
COFFEE
PAYIN
G
GETS C
OFFEE
DRINKS
COFFEE
SEAR
CHING FOR T
RASH
CAN
SERV
ICE EVA
LUTA
TION
TIME
DRAMATURGY
INTE
NSIT
Y
SENSORY IMPRESSIONS
EXPERIENCEEXPERIENCE
EXPERIENCE
BUYING COFFEE EMOTIONAL VISION
DURINGBEFORE
AFTER
EXAM
PLE
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVIN
G COFFEE
LOOKIN
G FOR C
AFÉ
FIND CAF
É
ORDER
COFFEE
PAYIN
G
GETS C
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DRINKS
COFFEE
SEAR
CHING FOR T
RASH
CAN
SERV
ICE EVA
LUTA
TION
TIME
DRAMATURGY
INTE
NSIT
Y
SENSORY IMPRESSIONS
EXPERIENCEEXPERIENCE
EXPERIENCE
BUYING COFFEE EMOTIONAL VISION
DURINGBEFORE
AFTER
Energetic
1.EX
AMPL
E
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVIN
G COFFEE
LOOKIN
G FOR C
AFÉ
FIND CAF
É
ORDER
COFFEE
PAYIN
G
GETS C
OFFEE
DRINKS
COFFEE
SEAR
CHING FOR T
RASH
CAN
SERV
ICE EVA
LUTA
TION
TIME
DRAMATURGY
INTE
NSIT
Y
SENSORY IMPRESSIONS
EXPERIENCEEXPERIENCE
EXPERIENCE
BUYING COFFEE EMOTIONAL VISION
DURINGBEFORE
AFTER
Energetic
2.
EXAM
PLE
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVIN
G COFFEE
LOOKIN
G FOR C
AFÉ
FIND CAF
É
ORDER
COFFEE
PAYIN
G
GETS C
OFFEE
DRINKS
COFFEE
SEAR
CHING FOR T
RASH
CAN
SERV
ICE EVA
LUTA
TION
TIME
DRAMATURGY
INTE
NSIT
Y
SENSORY IMPRESSIONS
EXPERIENCEEXPERIENCE
EXPERIENCE
BUYING COFFEE EMOTIONAL VISION
DURINGBEFORE
AFTER
Energetic
3.
EXAM
PLE
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVIN
G COFFEE
LOOKIN
G FOR C
AFÉ
FIND CAF
É
ORDER
COFFEE
PAYIN
G
GETS C
OFFEE
DRINKS
COFFEE
SEAR
CHING FOR T
RASH
CAN
SERV
ICE EVA
LUTA
TION
TIME
DRAMATURGY
INTE
NSIT
Y
SENSORY IMPRESSIONS
EXPERIENCEEXPERIENCE
EXPERIENCE
BUYING COFFEE EMOTIONAL VISION
DURINGBEFORE
AFTER
Energetic
Varm, Cozy Soft, Bittersweet
awakening
Tingling sharp surprise.
Ferocious!
Happy,Spicy, Explosive4.
EXAM
PLE
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
CRAVIN
G COFFEE
LOOKIN
G FOR C
AFÉ
FIND CAF
É
ORDER
COFFEE
PAYIN
G
GETS C
OFFEE
DRINKS
COFFEE
SEAR
CHING FOR T
RASH
CAN
SERV
ICE EVA
LUTA
TION
TIME
DRAMATURGY
INTE
NSIT
Y
SENSORY IMPRESSIONS
EXPERIENCEEXPERIENCE
EXPERIENCE
BUYING COFFEE EMOTIONAL VISION
DURINGBEFORE
AFTER
Energetic
Varm, Cozy Soft, Bittersweet
awakening
Tingling sharp surprise.
Ferocious!
Happy,Spicy, Explosive4.
EXAM
PLE
3.
2.
1.
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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!
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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
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
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Service Aesthetics, , Global Service Design Conference 2015, October 3 New York City, Transformator Design
Presentation
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]
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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
• What opportunities do you see with working with service aesthetics?
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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?
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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?
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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 00andreij.nylander@transformatordesign.se
JENNY FOSSUM+46 70 748 97 87jenny.fossum@transformatordesign.se
TTHE END/THE START?
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