Marzia Aricò at University of Buenos Aires, FADU
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Transcript of Marzia Aricò at University of Buenos Aires, FADU
País de Origen: ITALIA País destino: HOLANDA
Empresa: Live|Work
[email protected] www.liveworkstudio.com
@marziaarico
2014 © Livework Studio Ltd
São Paulo
Rotterdam London Oslo
live|work We are a multi-skilled team working from 4 studios, serving clients all over the
world. We work across sectors, focused on customer experience, applying our
brain power to helping businesses develop valuable customer relationships.
Design team of the year!
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"Working around the globe, on a diverse range of projects for a diverse set of clients, the
Livework team really shows what design can do”
2014 © Livework
The 2011 World Development Indicators show that the services sector accounted for almost 71% of global GDP in 2010 and is expanding at a quicker rate than the agriculture and the manufacturing sectors. Source: unctad.org
Services
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Service Design
“Design for experiences that reach people through many different touch-points, and that happen over time.” Livework, 2002
Definition
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Definition
The Service Experience
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Shift
FROM INDUSTRIAL LOGIC
resources, embedded value, and transactions
TO
INTERACTIONS AND RELATIONSHIPS
intangible resources, co-creation of value, and relationships
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Role
WHAT’S THE ROLE OF DESIGN IN THIS?
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“Designing is not a profession but an attitude. Design has many connotations. It is the organization of materials and processes in the most productive way, in a harmonious balance of all elements necessary for a certain function. It is the integration of technological, social, and economical requirements, biological necessities, and the psychological effects of materials, shape, color, volume and space. Thinking in relationships.” Laszlo Moholy-Nagy, Photographer, Graphic Designer, Co-Founder of the Bauhaus
Design
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Design
Empathy Collaboration System View
Experimentation
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Service Thinking
Individuals not mass consumers
Experience not technology
Value networks not value chains
Sustainability not point of purchase
Definition
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ORGANISATION
CUSTOMERS/CITIZENS
BUSINESS
Approach
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Customer Bio-Rad is a global organisation developing healthcare equipment for lab teams working in
research and medical organisations. Livework helped Bio-Rad to develop a customer-centric
strategy and to design a sales approach that utilises the needs and skills of lab teams.
Thinking CLIENT CASE
BIORAD
2014
The Client
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BACKGROUND
The Customer
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BACKGROUND
The “Make and Sell” Organization
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BACKGROUND
The Realization
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BACKGROUND
Conclusions
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KEY POINTS
• Putting the customer at
the center
• Think ecosystem
• Understand both front-
end and back-end
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GUESS WHAT
An incarnation, embodiment, or manifestation of a person or idea.
The Oxford Dictionary
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SHIFT
Products are Service Avatars.
Goods are a distribution mechanism for service provision. They derive their value through use
– the service they provide (Vargo & Lusch, 2004)
Thank You!
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