The architect of experience

Paula Wallace, president of the Savannah College of Art and Design, interviews Peter Fossick, who is the coordinator of a new program in service design at the college.

“Everything is moving toward service design. Design is becoming more intangible, less about product and more about the experience of the product. Look at Vélib’, the bicycle rental program in Paris. The technology is ancient–it’s a bicycle, after all–but the program is so brilliant thanks to the service architecture. I’m not saying we’ll stop inventing new products. I’m just saying that designing the experience of the product is becoming just as fundamental as the product itself.”

Read interview