KCSJ17 Intro Presentation
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This document discusses the shift from goods to experiences in the modern economy. It provides a diagram showing the evolution from commodities to experiences, with experiences commanding the highest prices and market position. Several key points about experiences and experience design are mentioned, including the 7P's model of experience design involving people, place, props, process, partners, price and positioning. The importance of understanding and providing the best experiential path to a desired outcome is emphasized.
KCSJ17 Intro Presentation
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- 4. COMMODITIES (Extracting) We’ve moved into the experience economy GOODS (Making) SERVICES (Delivering) EXPERIENCES (Staging) Pricing Premium ($$$)Market ($) Undifferentiated Differentiated Competitive Position James Gilmore
- 5. COMMODITIES (Extracting) We’ve moved into the experience economy GOODS (Making) SERVICES (Delivering) EXPERIENCES (Staging) Pricing Premium ($$$)Market ($) Undifferentiated Differentiated Competitive Position James Gilmore
- 6. “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” — Theodore Levitt, Economist and Harvard Professor
- 9. So, what is Service Design? Understanding and providing the best experiential path to reach a desired outcometo reach a desired outcome. 2
- 10. Advertising Planning & Design U.S. Business expenditures in 5 largest service sectors Service Anticipation Gap Expectations Experience Brandon Schauer $40B $2B
- 12. The experience is the marketing.
- 13. 7P’s of Experience Design People Places Props Process Partners Price Positioning
- 14. Opt-in countries? < 20% Opt-out countries? > 98% “Excuse me, Princess, can I have your autograph?” The right change can have a huge impact. Death rates fell by 40% and complications rates by almost a third. 10% increase in customer satisfaction and fewer calls to the helpline
- 15. #GSJam #KCSJ17 3
- 16. 7 years running 120 Cities around the world 48 hours Lots of Jam
- 17. 6 years running 120 Cities around the world 48 hours Lots of Jam *WHEW*
- 18. Discover Define Develop Deliver The Double Diamond(from Design Counsel) What is needed How we should make it (by Damien Newman)
- 19. 36 2 4 * *It’s gonna go by fast
- 20. #ThisIsWhyWeJam
- 21. If you're not having fun, you're doing it wrong! ONE RULE TO BIND THEM
- 22. REMEMBER: IT’S STILL A SECRET!!!
- 23. LET’S JAM!!