service aesthetics: blending service logic with emotional sensations - jenny fossum & andreij...

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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“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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AESTHETICS

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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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CHERYL AKNER-KOLERProfessor in theoretical & applied aesthetics, Konstfack, University College of Arts, Craft & Design

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THE FUSION OF OUR SENSES

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”ALL OUR KNOWLEDGE BEGINS WITH THE SENSES”

Immanuel Kant

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“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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BEFORE WE GO ON:THIS SESSION IS NOT ABOUT BEAUTY

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Explore and define the Service Design craftsmanship

and fuel a sensorial mindset

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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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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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SENSES LEAD TO EMOTIONS EMOTIONS ARE CAPTURED IN OUR MEMORY

THE CHAIN REACTION

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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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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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DESIGNING FOR EMOTIONAL SENSATIONSHOW CAN WE GO FROM HERE?

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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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DESIGNING FOR EMOTIONAL SENSATIONS A HYPOTHETICAL FRAMEWORK

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EMOTIONAL VISION

SENSORY IMPRESSIONS

INTENSITY

START MIDDLE END TIME

SERVICE DRAMATURGY

DESIGNING FOR EMOTIONAL SENSATIONSHYPOTHETICAL FRAMEWORK

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THE EMOTIONAL VISION

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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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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 DRAMATURGYCOMPOSING THE STORY

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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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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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SENSORY IMPRESSIONS GET HOLD OF OUR SENSES!

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WHAT IS THE TASTE OF RED?

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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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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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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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Workshop

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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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Leave a mark.Touch the senses.Create a memory.

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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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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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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


EXPERIENCE


DURINGBEFORE

AFTER

Energetic

1.EX

AMPL

E

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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


EXPERIENCE


DURINGBEFORE

AFTER

Energetic

2.

EXAM

PLE

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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


EXPERIENCE


DURINGBEFORE

AFTER

Energetic

3.

EXAM

PLE

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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


EXPERIENCE


DURINGBEFORE

AFTER

Energetic

Varm, Cozy Soft, Bittersweet

awakening

Tingling sharp surprise.

Ferocious!

Happy,Spicy, Explosive4.

EXAM

PLE

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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


EXPERIENCE


DURINGBEFORE

AFTER

Energetic

Varm, Cozy Soft, Bittersweet

awakening

Tingling sharp surprise.

Ferocious!

Happy,Spicy, Explosive4.

EXAM

PLE

3.

2.

1.

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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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Ready?

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Go!

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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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Presentation

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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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Discussion

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DISCUSSION

• What opportunities do you see with working with service aesthetics?

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DISCUSSION


• How can you use service aesthetics in your everyday work?

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DISCUSSION


• 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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”ALL OUR KNOWLEDGE BEGINS WITH THE SENSES”

#SERVICEAESTHETICS

PLEASE KEEP IN TOUCH! ANDREIJ NYLANDER+46 72 505 61 [email protected]

JENNY FOSSUM+46 70 748 97 [email protected]

TTHE END/THE START?