The Future of Design
Tuesday, August 15, 2:00-3:45 PM
by Shelley Evenson
As the US shifts to a knowledge-based, service-centered society, companies will turn to design to differentiate themselves in increasingly competitive markets and to create opportunities that address new challenges in the service sector. Services are activities or events that form a "product" through an interaction with representatives of the service organization, the customer, and any mediating technology. Services are also "performances" as choreographed interactions manufactured at the point of delivery that form a process and co-produce value, utility, satisfaction, and delight in response to human needs.
Services have traditionally been consciously designed, but rarely with the participation of designers or transdisciplinary teams; even then, the design teams have looked backward toward product design for inspiration. In this discussion, we will look forward toward experience as a way to design for service. I will draw examples from the software domain, looking beyond the metaphor of software as product, to seeing the potential of product/service systems, or even systems of systems as a new means of framing company offerings.
About Shelley Evenson
Shelley Evenson is currently an Associate Professor teaching in the area of interaction design in the School of Design at Carnegie Mellon University. She also is a voting faculty for the Human-Computer Interaction Institute at Carnegie Mellon. She was also an Adjunct Clinical Professor in the Technology and eCommerce Program, J.L. Kellogg Graduate School of Management.
Shelley has worked for more than 25 years in multidisciplinary consulting practices. Her work focuses on tapping into the needs of constituents, defining the best opportunities to respond to those needs, quickly prototyping the response and iteratively reshaping it based on feedback. Prior to CMU, Shelley was cofounder of seeSpace and Chief Experience Strategist for Scient. She is a frequent speaker at design conferences and co-chairing the 2007 Art and Science of Service conference.
Shelley has worked with clients such as Apple Computer, Bank of Montreal, CIBC, Kodak, Texas Instruments, Williamsburg Institute and Xerox on a wide variety of design and development projects. Her current interests include design languages and strategy, experiences that skill, organizational interfaces, design for service and what lies beyond user-centered design.