20 November 2010

Two Experientia presentations in Busan, South Korea

Be the first to share
Media
Business
Services
Social Issues

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
14 November 2019
User experience as legitimacy trap
User experience as legitimacy trap by Paul Dourish (University of California, Irvine) What would it mean to be able to undertake HCI in a way that made questions of ethics and values central? The central charge to HCI …
10 October 2019
Smart City Index that takes citizen engagement into account
A team of researchers from IMD in Switzerland and SUTD in Singapore put together the Smart City Index. For the first time, researchers attempted to assess people’s perceptions of technology – as opposed to the …
3 October 2019
The Design Council’s evolved Double Diamond
At the heart of the Design Council's framework for innovation, which helps designers and non-designers across the globe tackle some of the most complex social, economic and environmental problems, is its design methodology, the Double …
5 July 2019
Experientia on addressing vaccine hesitancy
Vaccine hesitancy is a top10 global health threat. Dealing with it successfully requires understanding it as a behaviour and generating a holistic view of people’s perspectives & ecosystems. This way we can identify the best …
2 May 2019
MacArthur Foundation’s “100&Change” competition now calling for applications
100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real …
31 March 2019
Time Change: How the UX of Time Begins Below the UI
The user experience of most web-based applications begins well below the interface, all the way down to fields in a database. Examining how systems and users experience time prove this point dramatically. Think about how …
19 March 2019
Interested in a career with us?
Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for …
16 February 2019
[Book] The Next Billion Users: Digital Life Beyond the West
The Next Billion Users: Digital Life Beyond the West by Payal Arora Harvard University Press, 2019 280 pages A digital anthropologist examines the online lives of millions of people in China, India, Brazil, and across the Middle East—home to …

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.

5 July 2019
Experientia on addressing vaccine hesitancy

Vaccine hesitancy is a top10 global health threat. Dealing with it successfully requires understanding it as a behaviour and generating a holistic view of people’s perspectives & ecosystems. This way we can identify the best opportunities for intervention. Here is Experientia’s position on vaccine hesitancy and our tailor-made support for the vaccine industry.

2 May 2019
MacArthur Foundation’s “100&Change” competition now calling for applications

100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]

19 March 2019
Interested in a career with us?

Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]

22 December 2018
Our very best wishes for 2019! / Auguri da Experientia!
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 […]

See all articles