So far we’ve had one presentation of Sustainable Power and Influence and Applying Finance. This week is our first presentation of Designing Experiences that Stick. Take a look at what’s in store for the fellows from Detroit on Thursday:
Welcome and Introductions
What is the Nature of a “Good” Service Experience?
We will start by discussing some good (and some not-so-good) service experiences with the goal of articulating what we may already intuitively understand about these kinds of interactions. We will use the Kano Diagram to introduce a simple model of Needs that can be used to qualitatively evaluate the expectations our users / customers / clients will have of our product or service.
Part 1: What “Feels” Good?
What is the basis of appeal? Is appeal something that can be consciously designed or manipulated? In this module we will examine several historical models of how emotions are processed. We will then investigate a cognitive model that can be very useful for understanding how experiences can be designed in ways to evoke specific emotional responses in people.
Break
What “Works” Good?
Why aren’t all service experiences great? In this module we will identify the reasons why many organizations fail to deliver in their service experiences despite large expenditures training their employees. We will then examine the Service Blueprinting process as a method for systematically analyzing critical aspects of experience creation.
Lunch
What Does Your Service Blueprint Look Like?
This module is focused on applying the Service Blueprint methodology on your organization. Using a simple guided methodology, participants will create working blueprints of one service they currently offer in their organizations.
Break
What are the Critical Elements in Your Services?
After discussing the strategic intent each participant’s design efforts seek to achieve, we now apply our understanding of emotional design to our newly-created service blueprints in an attempt to identify those service elements that are likely to provide the bulk of our users / customers / clients emotional experience.
Putting it Together: Emotion + Efficiency = Good Design
Our session concludes as we apply the design principles derived earlier in the day to those critical elements of our service provision process we just examined. We seek to balance the economic effectiveness with the emotional impact of our design choices. The seminar ends with a broad discussion on techniques for the issues of driving positive change “When we get back to the office on Monday morning.”
Wrap-up and Evaluation
Adjourn
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