8 April 2016

Markus Giesler on customer experience design

Be the first to share

At Experientia, we live the mantra that experience design is always contextual experience design. Understanding and designing for people within a culture, a context and how people evolve and change within these, is at the very essence of what we do. It is therefore no coincidence that our new website always shows people, including our staff, in real-life contexts and not on some white background.

So it is very nice to read that Markus Giesler, a Canadian economist, marketing professor, and expert on market creation and customer experience design, sees the future of design thinking as centered on culture:

Is “Design Thinking” still a thing? What comes after design thinking?
I’d say something I call big design. Design thinking typically involves a creative and systematic approach to problem solving by placing the customer at the center of the experience. Most managers I talk with are frustrated. They don’t get the best results with this approach because they spend too little attention to the forces that actually shape the customer experience, which is culture. In order to succeed, managers also need to understand culture – taking the perspective of the people and institutions that shape a market or customer experience. That’s the ‘“big” in big design.

The interview published in The Marketing Journal is worth a full read.

Be the first to share
20 November 2018
Journal of Business Anthropology devoted to design anthropology
The Journal of Business Anthropology is an Open Access journal which publishes the results of anthropological research in business organizations and business situations of all kinds. The theme of the latest issue - Vol 7, …
17 November 2018
[Book] Uberland: How Algorithms Are Rewriting The Rules Of Work
Uberland: How Algorithms Are Rewriting The Rules Of Work by Alex Rosenblat University of California Press October 2018, 296 pages Silicon Valley technology is transforming the way we work, and Uber is leading the charge. An American startup that …
10 November 2018
Design education’s big gap: understanding the role of power
George Aye, co-founder and director of innovation at Greater Good Studio and adjunct full professor at the School of the Art Institute of Chicago, argues that for all the talk about being human-centered, one very …
10 November 2018
Experiential Futures: A brief outline
Stuart Candy (@futuryst), an award-winning foresight practitioner, Director of CMU Situation Lab and Associate Professor at Carnegie Mellon School of Design, recently wrote a short intro to Experiential Futures (XF) for designers interested in transition-oriented …
24 October 2018
How do we make smart cities civic?
Engagement Lab, an applied research and design lab associated with Emerson College that investigates and creates media and technology to reduce disparities in civic participation, announced via a twitter thread the launch of Making a …
24 October 2018
[Book] Challenging the City Scale
Challenging The City Scale: Journeys in People-Centred Design Ed. by Cité du Design (Saint-Etienne) and Clear Village (London) Birkhäuser, 2018, 176 pages (free ebook) This 176 pages book is released by the famous international publisher Birkhäuser, and co-edited …
12 October 2018
[Book] Changing Things: The Future of Objects in a Digital World
Changing Things: The Future of Objects in a Digital World by Johan Redström and Heather Wiltse Bloomsbury Publishing September 2018, 192 pages In their new book, "Changing Things: The Future of Objects in a Digital World", assistant professor Heather …
10 October 2018
How SAP’s SuccessFactors used anthropology to understand its customers
As part of a new approach to user interfaces, Amy Wilson, Head of Product at SAP SuccessFactors, pulled designers together with behavioral scientists with backgrounds in cultural anthropology. The goal was to help the designers …

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.

4 October 2018
Bringing​ ​patients into focus at the Roche Innovation Summit

Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “​Transforming the Healthcare Experience Together​”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]

13 June 2018
Invito: DesAlps design thinking workshop per la tua startup

Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]

3 May 2018
Invito: DesAlps innovation workshop per le PMI del territorio piemontese

Experientia è lieta di invitare le piccole e medie imprese del territorio piemontese al: DesAlps Workshop #1: Il Design Thinking per le PMI Venerdì 18 maggio 2018 – dalle 9.00 alle 17.30 @ Rinascimenti Sociali | via Maria Vittoria 38, Torino Scopri i vantaggi che il Design Thinking può portare al tuo business per prepararvi […]

27 April 2018
Impact through Design – Event in Turin, Italy

(Scroll down for English) Come può il design generare impatto? In continuità con il summit International Days of Deans and Experts: Impact Through Design (Barcellona, aprile 2018) Torino ospita il primo evento dedicato alla prospettiva italiana sull’impatto generato attraverso il design in riferimento ai Sustainable Development Goals definiti dalle Nazioni Unite. Attori dell’ecosistema territoriale ed […]

26 February 2018
Designing Patient Solutions with Meaning: Review of technology and health apps for a better patient experience

Technology is radically changing the world of healthcare and acts at different levels in support of different stakeholders. There are several digital tools on the market (e.g. wearables, virtual reality, robotics, etc.), many of which work in integration with each other, for example, wearables connected to IOT applications. Experientia’s report provide an overview of some […]

22 December 2017
Happy new year 2018!
See all articles