mba 2013 innovation using experience design

INNOVATION USING EXPERIENCE DESIGN

Fausto Garcia IAE Business School, Buenos Aires, Argen7na

MBA Program

2013

WHAT IS CUSTOMER EXPERIENCE DESIGN ?

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 + >

Context CogniHon PracHce

Experience as a dialec7cal (and interac7ve) process

Adapted from Gupta & Vajic (2000)

Experience as a dialec7cal (and interac7ve) process

Context CogniHon PracHce

Physical context + immediate social interac7ons. Influences and is influenced by human ac7ons.

Social process, constructed in interac7ons in different social se[ngs. Not a universal character.

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)

Experience Providers

Office furniture

Shopping centre

Bakery / Coffee shop

Theme park Cruise liner

Motorcycles

Nightclubs

Retail & leisure destinations

Airline

Voss & Zomerdiej (2007)

absolute ice bar

Differentiated

Not

Market Premium

Goods

Commodities

Services

Experiences

Price Policy

ECONOMIC VALUE PROGESSION

Competitive Position

Ref.: Pine & Gilmore

Can feelings be designed?

Repetition of visits

t $ / t

Per hour spending

Lengh of stay

Ordinary Revenues

Footfall in the park

Incomes per person

Framework

Temporal Expansion

Primary Activity Chain

Adjacent Activity Chain Focus

of Growth

Spatial Expansion

Number of visitors

δ N Ordinay Revenues attracted visitors (N) * repetition factor (δ) * Average Spent per time unit ($ / time) * Average stay (time)

Ongoing observa7ons

•  Disney Orlando (Imagineering & Ind. Eng. Dept.)

•  Barbiestore (Founder & CEOs)

•  Temaiken Zoo (Customer Care Dept.)

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

USING EXPERIENCE DESIGN TO INNOVATE

Enablers

Tools

People

Service Concept Elements

Tech Systems

Johnston et al., 2000

DEVELOPMENT

• Full-‐scale launch • Post-‐launch review

• Service Design and Tes7ng • Process and System design and tes7ng • Marke7ng program design and tes7ng • Personnel training • Service training and pilot run • Test marke7ng

FULL LAUNCH DESIGN

• Strategic Planning • Idea genera7on and screening

• Concept development and tes7ng

ANALYSIS

• Business Analysis • Project Authoriza7on

Prac;ce Management

•  How to use the “momentum” of customers?

Context CogniHon

PracHce

FIRM

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?

PRACTICE

CONTEXT COGNITION

Firm

Modifies Informs

Observes

person

Cues for Theming

Examples of use of Technology

Adop7ons from other industries

Interac7ve environment: IBM at Disney

Interac7ve queue: Soarin’

Social Networks at the Zoo

United Breaks Guitars

Observa7on

•  What to ask?

Context CogniHon

PracHce

FIRM

Barbiestore facts

•  September 2007: First Barbie store opens Investment: $400,000 USD

•  Concept: “Fashiontainment”

•  Primary Target: Girls ages 3-‐12

•  Secondary Target: Moms

Some ideas to work on…

•  Which kind of capabili7es do we need?

Context CogniHon

PracHce

FIRM

Thank You