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.
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)
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
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
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
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