As Daniel Pink writes in A Whole New Mind, “Abundance has satisfied, and even oversatisfied, the material needs of millions—boosting the significance of beauty and emotion and accelerating individuals search for meaning.” As more of our basic needs are met, we increasingly expect sophisticated experiences that are emotionally satisfying and meaningful.
Alex Ritchie, director of Australian experience design consultancy e2, will articulate how service organisations can use design thinking as a tool for imagining these experiences and giving them a desirable form.
Professional services are largely transactional, logical, risk mitigating, fiscal; and highly competitive. Advantage in this sector is often marginal, largely based on brand, services and products. Bit boring really for all concerned, particularly consumers.
Consumers are people. People who are emotional. They seek experiences that leave them with pleasant memories. Services are exactly the kinds of human-centered activities in which design thinking can make a decisive difference. Memorable experiences are difficult to replicate by competitors and, when positive, are exceptional differentiators.
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