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Due presentazioni di Experientia a Busan, Corea del sud

News pubblicata da Experientia

20 novembre 2010 - La settimana scorsa Experientia è stata in Corea del Sud, ospite del Design Center di Busan, presso il quale si sono svolte due conferenze internazionali in occasione della prima settimana dedicata al design ("Design Week"), di cui il Centro è parte integrante.
Il primo incontro - il Busan International Design Congress - si è fortemente ispirato a ciò che concerne la ‘’User experience’’, approfondendo il tema dell’Energia Digitale.

Il secondo si è invece occupato in maniera più specifica del design nautico (si trova infatti a Busan il quinto porto più grande del mondo ed è inoltre in corso d’opera la rivalutazione delle zone marittime circostanti).

Moderatore di entrambi gli eventi è stato Ken Nah, professore di Design Management alla International Design School for Advanced Studies (IDAS) di Hongik University, nonché Direttore Generale del Seoul World Design Capital 2010.

Mark Vanderbeeken, senior partner di Experientia ed ideatore del blog Putting People First, ha partecipato ad entrambi le conferenze, tenendo il discorso di apertura nella prima, ed in veste di oratore principale nella seconda.

Durante la lettura delle slide vi suggeriamo di selezionare la colonna con le note dell’oratore ("Speaker Notes") vicino ai commenti ("Comments") per poter leggere il testo che le accompagnava durante l’esposizione.

Digital design for behavioral change – Engaging people in reducing energy consumption

Climate change is one of the greatest challenges facing the human race in our era. We cannot continue in our reliance on depleting and non-renewable fossil fuels to power our world. We all know we need to change our behaviours – yet very little seems to happen. Why? Research shows that people are confused about what actions will really have the most impact on reducing energy, and do not have all the necessary information, right tools, and appropriate feedback on the impact of their actions. To be effective, campaigns and technologies to encourage behavioural change must make an impact on our physical environment, and our personal, social and cultural beliefs and norms. But do they? Smart meters, one of the tools hailed as the digital answer to energy reduction, have come under a barrage of criticism for being badly designed, counter-intuitive, and failing to offer enough encouragement, feedback and motivation for real change.

Experientia is currently part of an international team, building a low-to-no carbon emissions block in Helsinki. We are working with the people of Helsinki to design people-centred smart metres, to envisage sustainable services, and to build a realistic, effective framework for behavioural change. Sustainability requires a different lifestyle, but we believe that it is not a lifestyle that requires sacrifices for people – instead it can actually increase human satisfaction, sense of community and neighbourly collaboration and trust. We believe that changing behaviours to achieve a more sustainable future, also implies changing our world to a more enjoyable quality of life.

User experience in yachting design

The yachting market is, on the whole, still product oriented, rather than customer oriented. The focus of the way the industry presents itself centres on the product, rather than on the experience. As the yachting industry has seen its double-digit growth of the past decades diminish in the wake of the economic crisis, it now needs to look inwards, to renew and refresh its own design approach and methodology, and outward, to explore new markets, and to concentrate on how to enter them successfully. This requires a people-centred approach, which considers yachts not as mere physical products, but as facilitators of an experience.

User-experience design is built upon an understanding of and dialogue with the potential consumer, in order to create a more “user-centred” product and thereby drastically enhance the ‘total’ experience of the brand. Yachts are luxury products; their major selling point goes beyond their form or function, but also covers the use of the boat, its rarity and what it expresses about the owner. This fits well with the idea of an experience-driven product: experience is invisible, permeating and memorable. It does not contrast with the production volume. Its very uniqueness and individuality means that it can be offered to many, without reducing the perception of rarity.

Many of the yachting industry’s customers now come from emerging markets, and from a younger demographic base. These new customers often bring with them totally new paradigms, needs and desires. Creating yachts for these markets requires not just product design, graphic design, computer science and engineering skills, but also ethnography, cognitive psychology and sociology, as well as an understanding of interaction design, interface design and service design. Tools and techniques that offer insights into these consumers and how they differ from traditional yacht markets will be vital if the yacht industry is going to go beyond the self-referential designs created for the Western luxury market, and new design disciplines will allow the industry to create experiences that endure across individual, social and cultural contexts. To do so, it will have to address considerations such as the democratization of luxury, the desire for bespoke goods, two-way engagement with consumers, differentiation through service, responsible and sustainable luxury and the integration of web and other developing technologies.

Visitate anche il sito Core 77 in cui Mark ha pubblicato un'ampia riflessione sul design coreano.

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