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The Changing Nature of Service & Experience Design (Vol. 24 No.3)

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The Changing Nature of Service and Experience Design


We are all more connected than ever before, and in more ways than we can even imagine. Whether we like it or not, business is personal, and brands are relationships. And at the end of the day, we are in the business of designing relationships. Our work centers around what builds trust—whether it's a well-designed customer service experience, a more effective connection with a doctor, a well-spent moment connecting on a smart phone, a more inspiring educational experience, a more engaging or efficient use of a toaster, or an entertaining travel experience. And the more emotion we can put into our work, the better. That's how you build trust and connections.

Emotional connections happen most often as a demonstration of empathy. I understand where you are coming from. I understand what you need in this situation, and I am here to help you.




Nathan Shedroff, Andy Polaine Design, Lavrans Lovlie, and Fred Leichter

The Design Discussion: Business is Personal

Orchestrating Designable Touchpoints for Service Businesses
Kyongsill Lee; Kyung-won Chung; Ki-Young Nam

Touching Evidence
Gill Wildman

Designing a Multi-Channel Service Experience
Satu Miettinen; Essi Kuure

Understanding Ideal Experiences
Justine Carleton Gage; Spencer Murrell

Defining the Role of Service Design in Healthcare
Giulia Teso; Giulio Ceppi; Annarita Furlanetto; Claudio Dario

Orange: A Service Design Case Study
Andy Polaine; Lavrans Lovlie; Ben Reason

Design-Driven Service Innovation at Korea Telecom
Bo-Young Kim; Lee-Hwan Kang; Jae-Hee Lim

No Empathy – No Service
Cindy Tripp

Step Away from the Projector: Storytelling Through Experiences
Anijo Punnen Mathew; Kim Erwin



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Kevin BethuneKevin Bethune is the Founder and Chief Creative Officer of dreams • design + life

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