The document discusses customer experience design and innovation using experience design. It provides definitions of customer experience design and discusses how experience is a dialectical and interactive process involving cognition, practice, and context. It outlines frameworks for understanding experience providers and economic value progression related to experiences. The document also discusses ongoing observations of experience design at places like Disney and strategies for innovation using experience design, including the design, development, and analysis process. Some research questions are posed about how these models can help understand the dynamic nature of services.

1. INNOVATION
USING
EXPERIENCE
DESIGN
Fausto
Garcia
IAE
Business
School,
Buenos
Aires,
Argen7na
MBA
Program
2013

2. WHAT
IS
CUSTOMER
EXPERIENCE
DESIGN
?

3. Research
since
2004
-­‐
Empirical
Domain
•
Research
in
Theme
Parks
and
Commercial
Centre
Industry
•
New
observaHons
added
(focus
on
experience
centric
services)
•
La7n
American
Theme
Parks
(Brazil,
Venezuela,
Colombia
and
Argen7na)
•
Retail
•
Cable
Operators
(Technological
providers)
•
Communica7on
providers
•
SoRware
Developers
Ev
>
Av
+
Pv

4. Experience
as
a
dialec7cal
(and
interac7ve)
process
CogniHon
PracHce
Context
Adapted
from
Gupta
&
Vajic
(2000)

5. Experience
as
a
dialec7cal
(and
interac7ve)
process
Social
process,
constructed
in
interac7ons
in
different
social
se[ngs.
Not
a
universal
character.
CogniHon
Physical
context
+
immediate
social
interac7ons.
Influences
and
is
influenced
by
human
ac7ons.
PracHce
Context
Captures
inter-­‐rela7onship
of
context
and
cogni7on.
Ac7vity
of
people
ac7ng
in
a
se[ng.
Unit
of
analysis
to
study
experiences.
Adapted
from
Gupta
&
Vajic
(2000)

6. Experience Providers
Bakery /
Coffee shop
Office furniture
Motorcycles
Shopping
centre
Airline
Nightclubs
Theme park
Retail & leisure
destinations
Cruise liner
Voss & Zomerdiej (2007)

7. absolute ice bar

8. ECONOMIC VALUE PROGESSION
Experiences
Differentiated
Services
Competitive
Position
Not
Goods
Commodities
Market
Price Policy
Premium
Ref.: Pine & Gilmore

10. Can
feelings
be
designed?

11. Framework
Ordinary
Revenues
Footfall
in the park
Number
of visitors
N
Incomes
per person
Repetition
of visits
Per hour
spending
δ
$/t
Lengh of
stay
t
Ordinay Revenues
attracted visitors (N) * repetition factor (δ) * Average Spent per time unit ($ / time) * Average stay (time)
Spatial
Expansion
Temporal
Expansion
Primary
Activity Chain
Focus
of Growth
Adjacent
Activity Chain

12. Ongoing
observa7ons
•
Disney
Orlando
(Imagineering
&
Ind.
Eng.
Dept.)
•
Barbiestore
(Founder
&
CEOs)
•
Temaiken
Zoo
(Customer
Care
Dept.)

13. Prac;ce
Management
at
Disney
•
Use
of
Series
of
Cues:
Theming
•
Use
of
Technology
•
To
mo7vate
desired
behaviors
•
To
provide
informa7on
about
the
use
of
the
service
system
•
To
create
engagement

14. USING
EXPERIENCE
DESIGN
TO
INNOVATE

15. FULL
LAUNCH
DESIGN
• Full-­‐scale
launch
• Post-­‐launch
review
• Strategic
Planning
• Idea
genera7on
and
screening
• Concept
development
and
tes7ng
Enablers
People
Service
Concept
Elements
Tech
Systems
DEVELOPMENT
• Service
Design
and
Tes7ng
• Process
and
System
design
and
tes7ng
• Marke7ng
program
design
and
tes7ng
• Personnel
training
• Service
training
and
pilot
run
• Test
marke7ng
ANALYSIS
Tools
• Business
Analysis
• Project
Authoriza7on
Johnston
et
al.,
2000

16. Prac;ce
Management
•
How
to
use
the
“momentum”
of
customers?
FIRM
Context
CogniHon
PracHce

17. Some research questions
•
Will these models help to better understand the
dynamic nature of services?
•
From which area to study?
•
Which is the role of each person in Practice?
•
How to protect / capture value?
Firm
Informs
Modifies
CONTEXT
Observes
PRACTICE
COGNITION
person

18. Cues
for
Theming

19. Cues
for
Theming

20. Examples
of
use
of
Technology

27. Adop7ons
from
other
industries

28. Interac7ve
environment:
IBM
at
Disney

30. Interac7ve
queue:
Soarin’

31. Interac7ve
queue:
Soarin’

32. Social
Networks
at
the
Zoo

34. United
Breaks
Guitars

35. Observa7on
•
What
to
ask?
FIRM
Context
CogniHon
PracHce

38. Barbiestore
facts
•
September
2007:
First
Barbie
store
opens
Investment:
$400,000
USD
•
Concept:
“Fashiontainment”
•
Primary
Target:
Girls
ages
3-­‐12
•
Secondary
Target:
Moms

41. Some
ideas
to
work
on…
•
Which
kind
of
capabili7es
do
we
need?
FIRM
Context
CogniHon
PracHce

42. Thank
You