20 November 2010

Two Experientia presentations in Busan, South Korea

Be the first to share

Design Week 2010 Busan
Last week, Experientia was in Busan, South Korea, at the invitation of the Busan Design Center.

As part of its first Design Week, the Center organised two international conferences: one – the Busan International Design Congress – had “Digital Energy” as its main theme and was strongly inspired by the user experience discourse; the other one dealt more specifically with marine design (Busan hosts the world’s fifth largest port and is in the process of turning its seaside into an important lifestyle asset).

Discussions were moderated – in both cases – by Ken Nah, professor in Design Management at Hongik University‘s International Design School for Advanced Studies (IDAS), and Director-General of Seoul World Design Capital 2010.

Mark Vanderbeeken, a senior partner of Experientia and editor of its Putting People First blog, was a speaker at both conferences: a keynote speaker at the first one, and a special speaker at the other.

Both of Mark’s presentations sought to connect with the Korean context and aspirations, so you might find some of its content very Korea-specific. But they are also, we think, meaningful for a wider international audience. When viewing the presentations on SlideShare we encourage the readers to select the Speaker Notes tab next to Comments, so you can read the text that was used to accompany the slides.

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.

Experientia wishes to express its sincere gratitude to the President and the staff of the Busan Design Center, who have been exceptional, generous and warm hosts and have succeeded in launching a meticulously well organised Design Week, to Prof. Ken Nah for the great hospitality and commitment shown during Mark’s two-day visit to Seoul, and to the staff and students of Inje University where Mark presented some of Experientia’s project and methodology.

Check also Core77 where Mark posted a broader reflection on Korean design.

Finally, the Korean audience might be interested in this short two minute Experientia presentation video with Korean language subtitles.

Be the first to share
2 February 2016
The secret UX issues that will make (or break) self-driving cars
In an unassuming research lab, Volkswagen is solving problems that Tesla and Google haven't come close to cracking. Cliff Kuang reports for Fast Company. In his article he features the work of Brian Lathrop, who runs …
30 January 2016
Is design thinking the next big thing for U.S. power?
The U.S. Army is already using design thinking to inform its battle doctrine, and now voices go up to apply it to US foreign policy as well. Design Thinking Comes to the U.S. Army by Roger Martin The …
30 January 2016
Design thinking for museums
The Design Thinking for Museums site is the outcome of a 2012 partnership between the San Francisco Museum of Modern Art (SFMOMA) and Stanford’s Hasso Plattner Institute of Design (d.school). It is conceived as a …
30 January 2016
[Book] Asian Perspectives on Digital Culture
Asian Perspectives on Digital Culture: Emerging Phenomena, Enduring Concepts Edited by Sun Sun Lim, Cheryll Soriano Routledge, 2016 214 pages Abstract In Asia, amidst its varied levels of economic development and diverse cultural traditions and political regimes, the Internet and …
29 January 2016
Replacing Personas with Characters
Because personas focus on creating a story made up of a customer’s attributes, instead of a story that explains a purchase, personas leave the brain in a unsatisfied state, argues Alan Klement. To fix this, …
27 January 2016
Remaking Ford into a user experience-driven company
Ford CEO Mark Fields recently declared that Ford would be remade as a user-experience driven company: "We have obviously a lot experience in the car business, over 113 years, and our differentiation is going to be …
26 January 2016
Designing for Crisis, Design for Real Life
It’s easy to design for the idealized user, someone who’s smart, calm, and informed. It’s less easy, and thus more important, to design for a more realistic user: still smart, but harried and uncertain. The …
22 January 2016
Creating age-friendly cities
In a new report the McGraw Hill Financial Global Institute (MHFI) argues that we need a new thinking about how to create "age-friendly cities." Adapting to the challenges of an aging urban population, they write, requires …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
13 October 2015
Experientia report: Design for ageing gracefully

Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015

29 September 2015
[Experientia book] Ethnography on elderly health and wellness

As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

See all articles