Speakers

In keynotes, breakout sessions, workshops, and at the awesome Tourism Service Jam, you'll hear from a diverse group of speakers on topics ranging from the practical to the inspirational. Our presenters will share their ideas, research, methods, and tools for creating exciting new services and customer experiences in a variety of sectors including destinations, hotels, attractions, cruises, airlines, airports and more. Check out some of the wonderful people who'll be joining us at SDT 2013 - we hope to have you with us as well!

Larry-thompson

Larry R. Thompson

President, Ringling College of Art + Design

Dr. Larry R. Thompson is currently serving his 14th year as president of Ringling College of Art and Design. An energetic, innovative, and visionary community leader, Larry is on a mission to transform arts and design higher education and to infuse business with creativity. He is passionate about shattering the myth of the starving artist!™ During his tenure as president of Ringling College, he has worked tirelessly to infuse his spirit of inclusion throughout the institution by celebrating diversity, encouraging freedom of expression, supporting new ways of teaching and learning, and taking risks to innovate and enhance the overall academic experience.

Larry’s talk

Welcome

Will-seccombe

Will Seccombe

CEO, VISIT FLORIDA

Will Seccombe is President and Chief Executive Officer for VISIT FLORIDA. In this role, Mr. Seccombe leads the state's destination marketing organization in partnership with the VISIT FLORIDA Board of Directors and the statewide tourism industry.

Will’s talk

Florida's Tourism Industry by the Numbers

The tourism industry is the backbone of Florida's economy and, coming off of two consecutive record years, has a tremendous amount of momentum. Will Seccombe of VISIT FLORIDA, the state's official tourism marketing corporation, will kick off the conference by sharing insights on the growth of tourism activity, how associations impact tourism business in Florida, and how the Sunshine State is well positioned to be the top travel destination in the world.

Hubert-siller

Hubert Siller

Head of Tourism Business School, Management Center Innsbruck (MCI)

Professor Hubert J. Siller is the Head of the Tourism Business School at MCI. In 1997, he became the Head of the Business School for Facility Management at the University of Applied Sciences in Kufstein, in 2000 he was appointed Director of the Tourist Business School at MCI. Since 2001, he has served as Vice-President of the Austrian Conference of Universities of Applied Sciences in Vienna. Apart from his vast teaching experience, he has extensive experience in consulting in the areas of marketing and business strategy and is an active board member of the Tirol Tourist Board.

Hubert ’s talk

Welcome

Simon-bradley

Simon Bradley

Vice President of Marketing, North America, Virgin Atlantic Airways

Simon Bradley is a travel marketer with over 15 years experience in international marketing for a range of organizations across the globe. He is currently VP of Marketing, North America for Virgin Atlantic – one of the most iconic airline brands in the world. His responsibilities include brand development, brand communications, partnerships, online and CRM. In his spare time he also teached as an Adjunct Professor in Digital Marketing at New York University. Previous to that Simon held a number of senior positions for VisitBritain, the organsiation responsible for marketing Britain for leisure and business travel. During his career he has worked in many countries in both Europe and the Americas including the Nordic region, Brazil, Canada, Mexico and of course the UK.

Simon’s talk

Flying in the Face of Ordinary: How Virgin Atlantic Designs a World Class Service Experience that Sets the Standard for Excellence in Air Travel

Jonathan-frolich

Jonathan Frolich

Vice President - Global Innovation , Hyatt Hotels Corporation

A native of Australia, Jonathan has worked for Hyatt Hotels Corporation for an impressive 19 years. During that time, he's traveled all over the globe serving in senior managerial positions at hotels including Grand Hyatt Hong Kong, Park Hyatt Sydney and Park Hyatt Los Angeles. During those years, he oversaw every aspect of hotel development and management. In his current role as Vice President of Global Innovation, Jonathan helps lead efforts to establish new processes of innovation to yield creative and meaningful experiences and ways of operating our hotels to greater impact our guests, owners and colleagues. Prior to joining the Innovation Team, Jonathan was the General Manager of Andaz 5th Avenue in New York, a concept he helped design for Hyatt. In just five short years, Andaz has grown from a creative concept into a reality, with a total of ten hotels open to date and numerous under development. He is a graduate of the Regency Park Hotel School in South Australia and currently resides in New York City.

Jonathan ’s talk

Human Centered Innovation: Designing New Experiences in Hospitality

Luc-mayrand

Luc Mayrand

Creative Director and Senior Show Producer, Walt Disney Imagineering

Luc Mayrand’s experience includes projects in themed entertainment, film, television and games. With a home base in Los Angeles, he has worked in Japan, England, France, and Korea. Luc joined Walt Disney Imagineering in 1998. He has since worked as a creative director and show producer on several E-ticket projects, as well as doing ongoing Blue Sky work for future attractions and parks. His past projects include Mission: Space and the new Space Mountain at both Disneyland Anaheim and Paris. Prior to joining Walt Disney Imagineering, Luc worked as creative director and concept designer with independent producers for 10 years on projects for Universal, Paramount Parks, Herschend, Sony, Sanrio, Samsung, etc. For the last five years, Luc has been immersed as a core lead in the development of Shanghai Disneyland in China. The park is scheduled to open in December 2015.

Luc’s talk

Developing an Authentically Disney Experience in a Changing International Marketplace

Chris-ridson

Chris Risdon

Design Director, Adaptive Path

Chris is a design director at Adaptive Path, managing their Austin, TX studio. He started a journeyman career in information architecture and product strategy in 1997. Over the past 14 years has applied a combination of IA, graphic, and interaction design to successful products and services for both large enterprises and start-ups. Chris holds an MFA in design from the Savannah College of Art & Design and spends any extra time as an educator, teaching Adaptive Path's UX Intensive workshops and teaching service design and interaction design theory at the Austin Center for Design.

Chris’ talk

Mapping Experiences and Orchestrating Touchpoints: The Case of Rail Europe

As a service design tool, experience mapping offers a framework for mapping human experiences across multiple situations and interactions, helping to ensure that every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.

In this presentation, Chris will offer a case study of Rail Europe, the North American booking site for traveling Europe by Rail, and discuss his process for orchestrating touchpoints and their channels through experience mapping. Done right, mapping is more than an artifact; it's a catalyst for creating great services.

 

Elin-ankerblad

Elin Ankerblad

Founding Partner and Client Director, Doberman

Elin Ankerblad is one of the founding partners of the award-winning Swedish innovation and design firm Doberman. For over a decade, Elin has led Doberman to its current position as a pioneering service design consultancy. Just as importantly, she was one of the initiators of Doberman's widely acknowledged culture of innovation - an achievement that led the firm to be recognized as Sweden's Best Employer. Elin came to Doberman from a leading role at a London-based design agency, and over the years, she has consulted with a broad range of organizations in service development and design. Elin was one of the early students at the international design school Hyper Island, an institution in which Doberman is also one of the major owners. She holds degrees in management and communications from the Chartered Institute of Marketing in London and Nordic Brand Academy.

Elin’s talk

Tripwell: Service Innovation for a Fragmented Online Marketplace

Tripwell is a new European online marketplace where you can find or rent out your vacation home. The European market for private renting of vacation homes has been fragmented with no central online market place. As a solution people started using various classified ad sites to advertise their vacation homes. Media House Schibsted owns some of the largest classified ad sites in Europe. They realized the potential in facilitating the exchange between hosts and guests across their European network of media and ad sites. Doberman has been working together with Schibsted in the process of creating and designing Tripwell. The vacation home sections of the classified ad sites has been integrated into a new online market place where people all across Europe now can find and rent out vacation homes without the language, currency and fragmentation barriers. In this presentation, Elin and Erik will share the story of Tripwell from idea to evaluation of the launch. They'll explore what worked and what didn't, and discuss how to successfully work with Team Immersion business prototyping.

Rober-bau

Robert Bau

Professor of Service Design, Savannah College of Art and Design (SCAD)

Robert Bau is an experienced strategist and trailblazer who divides his time between lecturing, consulting, mentoring and writing. Based in Savannah, London and Stockholm, he works across the world on a consultancy basis for a wide range of blue-chip clients, start-up ventures and creative consultancies. In September 2011, Robert was appointed Professor of Service Design at SCAD. Robert holds an MBA Design Management from the University of Westminster in London and a degree in Business Administration and Economics from the Stockholm School of Economics. He also earned a diploma in Art Direction from Berghs School of Communication in Stockholm.

Robert’s talk

Probing Ghost Tours in America’s Most Haunted City

Journey maps and service blueprints are widely used to visualize, evaluate and conceptualize the delivery of a service across multiple stakeholders, touchpoints and channels. Armed with ethnographic research, service design students at SCAD mapped the experience of taking ghost tours in Savannah, GA, in nine different ways. While existing mapping methods all claim to be customer-focused, they differ dramatically in terms of scope, focus, terminology, notation and visual style. So which methods work better to identify fail points and service quality gaps? Which methods work better to drive innovation? And which methods work better to facilitate collaboration?

 

 

Beatriz-belmonte

Beatriz Belmonte

Service Design Lead, Fjord

Specializing in concept definition and design research, Beatriz has led research projects for public organizations and companies as Philips design, Telefonica, Prisa, Bankinter, BBVA or Barclays in different industries (banking, telecommunication services, eHealth, education, tourisms, consumer appliances and public transport). Beatriz' varied education and experience in art history, museology, information management, digital interaction and business intelligence have shaped her career and found a common place within the service design field. Since 2008, she has been involved in service design projects as well as in training workshops in Spain and France for companies and universities. She also contributed as an author to the 2010 book, "This is Service Design Thinking."

Beatriz’s talk

Backations

In this talk, Beatriz and Quino will observe tourism from the perspective of adjacent industries - telcos, banks, and media.  They’ll explore how each industry relates to tourism and in what ways they could engage to provide a better, new or simply a different touristic experience. There is an opportunity to provide a new level of awareness when we travel. Traditional travel guides are not that relevant anymore; we plan our vacations based on reviews and recommendations from friends who have visited before.  Unexpected and playful ways to visit places are shaping new scenarios for tourist services to reinvent themselves. Then there is the track we leave as tourists. How can that data be used? How can details from our stay affect others who have yet to arrive? What memories do we bring home? To whom do they belong? We'd like to walk you around these two sides of digital experiences in tourist services and share contexts and approaches that emerge from the crossroads of industries and the reaction to the experience standardization.
 

Bianca-bender

Bianca Bender

Research Associate, Service Design & Design Research, Köln International School of Design

Bianca Bender is designer and is passionate about design research. She has worked on national and international projects involing deep dives into consumer worlds to discover more about people's everyday needs. With her work she supports innovative design thinking processes for diverse organizations including corporations such as Deutsche Telekom as well as small and medium sized businesses. She is a scientific research associate at sedes research, the Center for Service Design Research at the Cologne University of Applied Sciences, which provides an institutional and organizational framework for research and projects in service design. In 2009 Bianca won the „Kölner Design Preis“ with her research project on a methodology to capture and visualise inner- and intercultural differences, realized in Germany and in Brasil. Together with Pia Drechsel, Bianca is the co-founder of the Design Research Company, which develops and executes projects and workshops.

Bianca’s talk

A Guide for Business Mash Ups: Using Service Design to Help SMBs Stay Competitive

Many established small and medium sized (SMB) product and service providers are struggling to stay competitive in today’s fast paced innovation economy.  Young, flexible startups are creating exciting new ventures every day, forcing SMBs to constantly monitor the competitive landscape for the next ‘new thing’ while at the same time trying to grow their businesses. In order to investigate ways to help SMBs create new, innovative business models that would boost their competitive advantage, service designers from sedes research under the direction of Prof. Birgit Mager in Cologne and marketing specialists in Science-to-Business-Marketing under the direction of Prof. Dr. Thomas Baaken in Münster collaborated on a research project called “Join to Create – Hybrid Value Creation through Partnering.” The goal of the research was to assist SMBs in the creation of new customer offerings and entry into new markets, without losing their uniqueness. Bianca and Pia will share how this project transformed service design methodology and thinking into the development of a simple tool that makes the complexity of transforming business models into innovative business mash-ups tangible.

 

Vanja-bogicevic

Vanja Bogicevic

Graduate Assistant, University of South Florida-Sarasota Manatee

Vanja Bogicevic is a second year graduate student and Graduate Assistant in the College of Hospitality and Technology Leadership at USF Sarasota- Manatee. She holds Bachelor’s and Master's Degrees in Architecture. During her studies at USF, she was involved in Blake Medical Center Service Quality Improvement project as design consultant. She is involved in the USF Sarasota-Manatee Wayfinding initiative for on-campus signage improvement. Her main fields of research are hospitality design and servicescape.

Vanja’s talk

Visual Data Mining Analysis of Airport Design and Service Quality

This presentation aims to create a comprehensive model for airport service quality and distinguish key drivers for passenger satisfaction/dissatisfaction in airports.  Drawing upon analysis of more than 1000 traveler comments posted between 2010 and 2013 on an airport review website, Vanja recorded which air travel factors generated the most satisfaction and dissatisfaction among airport customers. Visual data mining techniques were used to examine the airport users’ experience, and visualizations to produce summaries of qualitative comments in the form of tag clouds, word networks, and word tree images.  The emerging themes derived from analysis of the traveler complaints and compliments will be shared to offer a foundation for strategies to improve overall quality and service in airports.

Lorraine-buck

Lorraine Buck

Vice President, Marketing, Marvel Brand, Feld Entertainment

Lorraine Buck believes every brand has a story to tell. She blends experience in brand development, communications and integrated marketing to build the most important asset a business has … its brand. Lorraine brings a unique perspective having worked on both the client and agency sides for a number of the world’s biggest brands including: Marvel, Wendy’s, Kodak, Sunbeam and Smucker’s. Her campaigns have won numerous awards including Twitter’s ‘Golden Tweet Award’ for the most retweeted tweet in 2011.

Mads-bodker

Mads Bødker

Associate Professor, Department of IT Management, Copenhagen Business School

Mads is Associate Professor at Copenhagen Business School. With a background in media studies and Human Computer Interaction, his current research lies at the intersection of ethnography and tourism research with an IT perspective.

Mads’ talk

Walking for Design

How do we generate knowledge about tourist experiences and how do we represent such knowledge in planning or design processes? Mads Bødker will discuss how 'walking interviews,' literally interviews that take place whilst ‘walking along,’ offer insights into forms of knowledge and knowing that are typically absent when conducting sedentary interviews with tourists. He draws on Pink's work on 'walking with video' to understand walking as place-making, Ingold's notion of 'lines,' as well as Gill's work on rhythm and entrainment as particular ethnographic sensitivities. The presentation suggests techniques and technologies to help tourist researchers and practitioners engage in walking interviews.
 

Bernard-caniffee

Bernard Canniffe

Department Head, Advertising Design and Graphic Design; Interim Program Coordinator, Business of Art and Design, Ringling College of Art and Design

Bernard J. Canniffe is the Department Head, Advertising Design; Department Head, Graphic Design and Interim Program Coordinator, Business of Art and Design at Ringling College of Art and Design (RCAD). He co-founded PIECE STUDIO in 2008–a collaborative, multidisciplinary social design studio, and is an advisor to the social collaborative group Project M. He is the recipient of the Graphis: Inspiring Designers for the New Millennium Award, 2000, the Baltimore Step 10 Most Influential Designers Award, and The Joseph Binder Award, 2010. Mr. Canniffe’s work has been published in Graphis, HOW, STEP, Metropolis, GOOD Magazine, PRINT, Concept-Indonesia, Design-South Korea and CCPH Perspectives.

Bernard’s talks

Service Design in and for the Periphery

Designers today are functioning in increasingly complex design environments that immerse them in multi-faceted relationships with clients, stakeholders, and communities.  Yet traditional art and design curriculum still centers on evaluating individual projects versus the more highly collaborative ones that are often required in the professional world. Drawing on case studies of multidisciplinary design partnerships forged between students, local communities and research organizations such as Johns Hopkins University School for Public Health, Bernard will demonstrate how such experiences give design students greater empathy and insight, helping them to become better and even more employable designers.

Service Design and Community Development: Applications for Economic Revitalization

 

EVE’S TALK

Service Design as Community Revitalization

How can service design help save a community before encroaching development from a nearby city swallows up what’s left of it? Working with a grant and 14 student designers from West Virginia University, Eve used service design methods to help a scrappy group of aging citizens put their community on the map as a place of historic value and new opportunities. Osage, West Virginia is part of a group of 13 communities called Scott's Run. This area, made famous by FSA photographers capturing images of the Great Depression, was home to over 20 ethnic groups living side by side decades before the Civil Rights movement. Eve’s team worked with the citizens of Osage to create a museum/cafe, history-caching trail, historical business signage, 14 hand-bound books of stories of the area, and a marketing template for continuing project ideas and fundraising. They are embarking on the next chapter of the project this year with a trans-disciplinary group at WVU interested in tourism as a means of community development.

 

BERNARD'S TALK

Service Design in and for the Periphery

Designers today are functioning in increasingly complex design environments that immerse them in multi-faceted relationships with clients, stakeholders, and communities.  Yet traditional art and design curriculum still centers on evaluating individual projects versus the more highly collaborative ones that are often required in the professional world. Drawing on case studies of multidisciplinary design partnerships forged between students, local communities and research organizations such as Johns Hopkins University School for Public Health, Bernard will demonstrate how such experiences give design students greater empathy and insight, helping them to become better and even more employable designers.

 

Richard-cassey

Richard Cassey

Director of Accounts, SPARK

Before joining SPARK as our Director of Accounts, Richard led account management and strategy at a number of agencies in the Southwest, most recently AIR Marketing (now Air Integrated) and Thomas Puckett Advertising. In his 20-year career he has managed the implementation of strategic campaigns for a broad range of clients including Destination Hotels and Resorts, American Express, Nike and Coke and in many industries, including travel and tourism, financial services and healthcare.

Richard’s talk

How Not to Be Awkward at the Social Party: Making Social Media Work for Destination Marketing

At a social party, how do conversations start? Many brands mistakenly think they begin with a weekly social posting guide. The truth is, these conversations, at least the best ones, originate from the moment guests experience what you have to offer. To create moments that compel your customers to speak emotively versus functionally about you, companies must operationalize their brand into authentic, meaningful, and unique experiences. Experiences that bring your brand essence to life and make you the topic at the next social party. Join Richard as he explores how brand-infused operational experiences transform the conversations you are having in your social circles.


 

 

 

Wanda-chaves

Wanda Chaves

Professor, Business of Art and Design, Ringling College of Art and Design

Dr. Wanda V. Chaves is a professor in the Business of Art and Design Program at Ringling College of Art and Design. She has PhD in I/O Psychology. Wanda worked in several departments within the Walt Disney World Company: Training & Development; Organization Development; Executive Development; and the Disney Institute. Wanda has also developed creative projects with organizations such as Cirque du Soleil, Microsoft Games, HASBRO, Sesame Street, Moonbot Studios, Stoopid Buddy Stoodios, and The Jim Henson Co.

Wanda’s talk

Student Collaborative Learning Experiences: Cirque du Soleil Service and Audience Experience Design Project

Cross-disciplinary teams of Ringling College of Art and Design students collaborated with Cirque du Soleil on a 15-week project to better Invoke the Imagination, Provoke the Senses, and Evoke the Emotions (Cirque's mission statement) of their audience members and fans.  Students developed ideas for how Cirque could create unforgettable, unique experiences for their fans before they arrive on site to see a show; once they arrive on site and are waiting for the show to begin; during the show; and after they return home.
This presentation will discuss the project in detail and include several students discussing the ideas they developed for the Center for Research and Innovation in Performance at Cirque du Soleil in Montreal, Canada.

 

Chris-ciaccio

Chris Ciaccio

VP of Marketing and Sales, IMG Performance

Chris Ciaccio is Vice President of Marketing & Sales for IMG Performance, a division of sports and entertainment giant IMG, headquartered on the campus of the world-renowned sports institution, IMG Academy, in Bradenton, Fla.In his current role with IMG Performance, Chris leads the marketing, sales and PR efforts for IMG Academy, as well as for the division’s other areas of business, including: Events; Personal & Organizational Services; Labs & Research; and Educational Products & Solutions. During Chris’s tenure with IMG which has span 16 years, he has played a pivotal role in the division’s growth that has seen a rebranded IMG Academy grow into a global sports utopia and industry leader and destination.

Steve-diasio

Steve Diasio

Professor, Business of Art and Design , Ringling College of Art and Design

Steve is an innovation and management professor, researcher and traveler. He currently holds a faculty position in the Business of Art & Design program at Ringling College of Art + Design. Steve has been a researcher at ESADE Business School in Barcelona, Imperial Business School in London and has taught at other universities in Europe. Prior to pursuing his Ph.D., Steve worked at Aon Corp. as a project manager, a not-for-profit, the Chicago Board of Trade and at a fashion designer in London.

Steve’s talk

Elephants Can Jam: IBM Innovation Jams from Concept to Service

Elephants! Rugby! Jazz! Metaphors are a powerful tool for designers and have been used extensively to understand models of innovation.  With new models of innovation emerging, new metaphors are needed to understand them. Steve will use the musical genre of a “jamband” as a metaphor to understand how IBM learned to engage with a new model of organizing innovation.  Steve will present how IBM’s innovation jam evolved from a concept to a service.  
 

Pia-drechsel

Pia Drechsel

Research Associate, Service Design & Design Research, Köln International School of Design, Koln International School of Design

Pia Drechsel is a designer and an unconventional researcher. She loves the exploration of user worlds with the help of different design disciplines, to find out what makes society and economy tick in order to support innovation processes. Experienced in different national and international design projects, her focus is on the development of tools and participatory methods to understand consumer worlds, service processes and industry-customer relationships. In 2010 Pia co-founded the Design Research Company together with Bianca Bender in order to support different companies and industries in processes of development, research, trendforecats and consumer lifestyles. Pia is a scientific research associate at sedes research, the service design research center at Köln International School of Design. Her research focus is on hybrid value creation through partnering.

Pia ’s talk

A Guide for Business Mash Ups: Using Service Design to Help SMBs Stay Competitive

Many established small and medium sized (SMB) product and service providers are struggling to stay competitive in today’s fast paced innovation economy.  Young, flexible startups are creating exciting new ventures every day, forcing SMBs to constantly monitor the competitive landscape for the next ‘new thing’ while at the same time trying to grow their businesses. In order to investigate ways to help SMBs create new, innovative business models that would boost their competitive advantage, service designers from sedes research under the direction of Prof. Birgit Mager in Cologne and marketing specialists in Science-to-Business-Marketing under the direction of Prof. Dr. Thomas Baaken in Münster collaborated on a research project called “Join to Create – Hybrid Value Creation through Partnering.” The goal of the research was to assist SMBs in the creation of new customer offerings and entry into new markets, without losing their uniqueness. Bianca and Pia will share how this project transformed service design methodology and thinking into the development of a simple tool that makes the complexity of transforming business models into innovative business mash-ups tangible.

 

Eve-faulkes

Eve Faulkes

J Bernard Schultz Endowed Professor of Design, West Virginia University

Eve Faulkes is the coordinator of the Graphic Design program at West Virginia University and has been incorporating service design methods and practices into her curriculum since some of those ideas became officially named in 2006. Trained in semiotics at Rhode Island School of Design when it was “the big thing,” Eve has embraced the transformation of this field from elitist modernism approaches to more effective wholistic plans that allow for collaborative and empathetic co-design that can cross boundaries and break down barriers. In March of 2012, reacting to the impasse of the US Congress and the spreading divides among demographics on so many issues that can destroy social capital in communities, Eve and her colleagues put together Designing for the Divide: A Conference on Community Action Across Lines of Difference, which joined 15 designers from across the US in presenting successful projects in the mornings to a mixed group of community members and designers who then put methods to practice in afternoon workshops. She has since used these methods to improve social capital in local communities.

Eve’s talks

Service Design as Community Revitalization

How can service design help save a community before encroaching development from a nearby city swallows up what’s left of it? Working with a grant and 14 student designers from West Virginia University, Eve used service design methods to help a scrappy group of aging citizens put their community on the map as a place of historic value and new opportunities. Osage, West Virginia is part of a group of 13 communities called Scott's Run. This area, made famous by FSA photographers capturing images of the Great Depression, was home to over 20 ethnic groups living side by side decades before the Civil Rights movement. Eve’s team worked with the citizens of Osage to create a museum/cafe, history-caching trail, historical business signage, 14 hand-bound books of stories of the area, and a marketing template for continuing project ideas and fundraising. They are embarking on the next chapter of the project this year with a trans-disciplinary group at WVU interested in tourism as a means of community development.

 

Service Design and Community Development: Applications for Economic Revitalization

 

EVE’S TALK

Service Design as Community Revitalization

How can service design help save a community before encroaching development from a nearby city swallows up what’s left of it? Working with a grant and 14 student designers from West Virginia University, Eve used service design methods to help a scrappy group of aging citizens put their community on the map as a place of historic value and new opportunities. Osage, West Virginia is part of a group of 13 communities called Scott's Run. This area, made famous by FSA photographers capturing images of the Great Depression, was home to over 20 ethnic groups living side by side decades before the Civil Rights movement. Eve’s team worked with the citizens of Osage to create a museum/cafe, history-caching trail, historical business signage, 14 hand-bound books of stories of the area, and a marketing template for continuing project ideas and fundraising. They are embarking on the next chapter of the project this year with a trans-disciplinary group at WVU interested in tourism as a means of community development.

 

BERNARD'S TALK

Service Design in and for the Periphery

Designers today are functioning in increasingly complex design environments that immerse them in multi-faceted relationships with clients, stakeholders, and communities.  Yet traditional art and design curriculum still centers on evaluating individual projects versus the more highly collaborative ones that are often required in the professional world. Drawing on case studies of multidisciplinary design partnerships forged between students, local communities and research organizations such as Johns Hopkins University School for Public Health, Bernard will demonstrate how such experiences give design students greater empathy and insight, helping them to become better and even more employable designers.

 

Jesus-gorriti

Jesús Gorriti

Design Director, Fjord USA

Jesús Gorriti may have 12 years of experience in interaction design, but he’s secretly a magician. He’s passionate about finding the most innovative design solution: one that captures user needs, strengthens a client’s business and pushes technology until it seems to have disappeared, thus becoming indistinguishable from—that’s right—magic. As Fjord’s Service Design Director in the US, he leads a team of over thirty designers to ensure outstanding work and the overall success of Fjord’s clients. Jesús has a few tricks up his sleeve to help Fjord designers achieve their best work: transparency, efficiency, and happiness. He believes in open dialogue, using the right tools to achieve timely problem-solving, and keeping the work meaningful and exciting for everyone. Jesús’s wizardry expands far beyond interaction design though; he has worked on everything from strategy to product development, providing a unique perspective and deep understanding of how digital products are made and delivered to the end user.

Jesús’ talk

Making the Case for Service Design

What Does Tourism Need from Service Design?

Valeria-grauso

Valeria Grauso

Service Design Researcher

Valeria Grauso is a Service Designer. She graduated from Politecnico di Milano, where she remains as an Assistant Professor in Product Service System Design. Working with structured companies, she explores the “material” aspect of the design of shapes, whereas with startup consultancies she applies the “immaterial” of service design. In her work she explores the relationship between “material” and “immaterial” design and their connection with other disciplines.

Valeria’s talk

Zoom.in Florence

Zoom.in Florence is a three-hours-long tour of the must-see spots and monuments of Florence city center that aims to give a deep understanding of the connection between city life and the geography of Florence through the ages, zooming in on the monuments to understand their role in people's lives. It is a tour that directly involves the visitor, fostering an environment where stories are shared and remembered.  In this presentation, Valeria will share a case study of the creation of immersive experiences for visitors that are designed to give them more than just facts and history, and help them become a part of the narrative of the city itself.

 

Tom-haines

Tom Haines

General Manager, The Epicurean

Tom Haines is General Manager of the 137-room Epicurean, a boutique hotel scheduled to open in December. The Epicurean is being developed in collaboration with Mainsail Lodging & Development and the legendary Bern’s Steak House, and will be the first newly constructed hotel property in the US to join the prestigious Autograph Collection® of Marriott International, Inc. With nearly 30 years of experience in the hospitality industry, Haines comes to the Epicurean from the Loews Hotels at Universal Orlando, where he worked for nine years. Most recently, he was the Executive Assistant Manager at the Loews Portofino Bay Hotel, where he worked with the General Manager to direct daily operations at the 750-room resort. While at Loews, Haines held a variety of positions, including Director of Food and Beverage and Director of Conference Management. He began his 20 year career with Hyatt Hotels at the Hyatt Regency New Orleans, where he spent four years, before moving to Tampa to work at the Grand Hyatt Tampa Bay and the Hyatt Regency Tampa.

Tom ’s talk

Designing Amazing Gastronomic Experiences: What’s Next in Culinary Tourism

Anna-harrison

Anna Harrison

Experience Designer, Queensland University of Technology

Anna Harrison is an award winning speaker, author and freelance consultant who specializes in the design of customer experiences. Her passion for experience design is reflected through a colorful career in the design field which has spanned several decades and continents. She has consulted on projects ranging from facilities management modeling in Las Vegas, the creation of virtual digital advertising networks in San Francisco, to the design of residential architecture solutions in Brisbane. In her recent work at the People and Systems Lab in Australia, Anna has focused on optimizing terminal design from a passenger oriented perspective. Anna shares her research insights at inPLANEterms.com.

Anna’s talk

Experience Design Principles for Passenger Terminals

Despite a century of developments in airport terminal construction, there are as yet no universally accepted principles which can be used to confidently guide terminal design for passenger experience. This is partly due to the very recent discovery of the link between experience, satisfaction and profitability in the aviation industry.
Using insights about core passenger values gained from data collected at Brisbane International Airport in 2012 and 2013, Anna will present six experience design principles. The audience will learn how choices focused on reducing passenger concerns, managing expectations and engaging passengers on their own terms can lead to terminal design optimizations.

 

Michelle-homoky

Michelle Homoky

Director, Southeast Sales, Celebrity Cruises

Michelle Homoky is the Director of Southeast Sales for Celebrity Cruises, with responsibility for meeting sales financial objectives working with over 3,000 travel partners in the Southeast Region. She creates and executes key strategic initiatives with 11 District Sales Managers throughout the Southeast . Michelle has spent 20 years with Royal Caribbean Cruises Ltd in various sales roles. Prior to joining Celebrity Cruises, Michelle worked for Xerox Corporation in Miami, Florida for 15 years as a Business Development Sales Manager.

Michelle’s talk

Upping the Service Ante for Business and Leisure Travelers: Service Innovation in the Cruise, Hotel, and Airline Industries

The impact of self services and digital technologies - coupled with travelers' increasing expectations for solutions tailored to their personal needs - have had a profound impact on the travel industry. Brands are challenged with delivering consistently high quality experiences for their guests in every step of their journey - from booking through the return trip home. Michelle Homoky, Barney Kirby, and Marcel Zwiers will share how Celebrity Cruises, Marriott International, and KLM Royal Dutch Airlines are meeting these challenges and discuss best practices for designing systems that meet guest needs across multiple screens and touchpoints.

 

Markus-hormess

Markus Hormess

Co-Founder, Work Play Experience, Global Service Jam

Markus Edgar Hormess is a service innovator and organizational consultant from Germany. For years, the qualified scientist and accomplished musician has worked in telecommunication, engineering, banking and IT fields, helping companies to improve complex services and to make them more customer friendly. Markus is co-founder of WorkPlayExperience, and co-initiator of the Global Service Jam - the world’s biggest ever service design event (so far).

Markus’ talks

Tourism Service Jam

Much like the musical jam it borrows from, a service jam brings together diverse participants in a spirit of experimentation, innovation, co-operation and friendly competition. Teams are formed to develop and prototype completely new services inspired by a shared theme that will be disclosed the morning of the event. Jam leaders Markus Hormess and Marc Stickdorn will guide you and your fellow Jammers on ‘doing, not talking:’ defining service challenges, researching, ideating, and prototyping new services and solutions in just one day.  Along the way, you’ll make new friends and learn productive working techniques that will help you speed up the innovation process.  Lunch, snacks and beverages will fuel you through the high energy day. This is an experience you won’t want to miss! Location: Roskamp Exhibition Hall on Ringling Campus

 

Introduction to Service Design Intensive Workshop (Optional Event)

Not familiar with service design? Want to find out what the buzz is all about? Have just enough knowledge to be dangerous but want to strengthen your grasp of the concepts? Then this workshop is for you! We’ve deliberately scheduled it in advance of the formal conference kickoff to give you a leg up on what’s to come. Work Play Experience’s Markus and Adam will guide you through an overview of service design, discuss the tools, techniques, and processes service designers use to put their insights into practice, and share case studies that will help you grasp how service design can revamp existing customer services and experiences or lead to the creation of entirely new ones. Location: Academic Center

Jan-huizing

Jan Huizing

Lecturer, Strategy and Marketing; Research Fellow, City Hospitality, Hotelschool The Hague, Hospitality Business School

Dr. Jan Huizing is a Research Fellow in City Hospitality and a Senior Lecturer in Strategy Management & Marketing at Hotelschool The Hague. He received his Masters degree in Business Administration from Rijksuniversiteit Groningen (NL). Before joining Hotelschool The Hague, Jan Huizing was a Project Manager at Foundation JCI Water Toolkit and a Manager, Expertise Centre/Communications/Internet at ADP Nederland BV. His interests include city hospitality design, strategy, and accountable marketing.

Jan’s talk

Cherishing the Journey Wows: Fresh Approaches for Cities to Capitalize on Their Best Assets for Visitors

Jan will discuss a case study about an interactive workshop method used to identify and enhance positive experiences in the guest journey for visitors of The Hague. An interactive session involving a diverse group of participants was charged with identifying the city’s ‘wow-factors.’ Vivid personas were created to represent people from the main visitor target groups. For each persona, a journey was created that captured wows from the visitors’ perspective for each step from orientation/preparation for the visit to departure/memory, and the wows put together in one overall journey. The resulting ideas were prioritized and budgets estimated to turn the ideas into reality. Sharing this workshop, Jan will offer cities and destinations some fresh thinking and tips for capitalizing on their best assets to enhance their visitors’ experiences.
 

 

Erik-hallas

Erik Hällås

Acting CEO, Tripwell

Erik is the initiator and the acting CEO Tripwell - an online marketplace for vacation rentals. Tripwell is owned by Schibsted Media Group, a Norwegian media group operating a range of newspapers and online services worldwide. The idea of Tripwell emerged when Erik was working with the global expansion of Schibsted’s classifieds business. He realized that Schibsted held a strong position content wise but was not as competitive when it came to product and that the group did not make use of its international network of sites. Now, 18 months later, the Tripwell product is launched. A team of 20 extremely talented people from eight different countries is formed and the growth path has just begun. Before joining Schibsted, Erik came from a startup focusing on bringing an affordable pay-TV concept to emerging markets including Kenya, Ghana, Brazil and China. Erik also has experience from both the recycling and finance industries and holds an MSc from Chalmers University of Technology.

Erik’s talk

Tripwell: Service Innovation for a Fragmented Online Marketplace

Tripwell is a new European online marketplace where you can find or rent out your vacation home. The European market for private renting of vacation homes has been fragmented with no central online market place. As a solution people started using various classified ad sites to advertise their vacation homes. Media House Schibsted owns some of the largest classified ad sites in Europe. They realized the potential in facilitating the exchange between hosts and guests across their European network of media and ad sites. Doberman has been working together with Schibsted in the process of creating and designing Tripwell. The vacation home sections of the classified ad sites has been integrated into a new online market place where people all across Europe now can find and rent out vacation homes without the language, currency and fragmentation barriers. In this presentation, Elin and Erik will share the story of Tripwell from idea to evaluation of the launch. They'll explore what worked and what didn't, and discuss how to successfully work with Team Immersion business prototyping.

Michael-kilgore

Michael Kilgore

Chief Marketing Officer, The Columbia Restaurant Group

Michael Kilgore is the Chief Marketing Officer of the Columbia Restaurant Group, which has seven locations through Florida – including the 108-year-old landmark location in Ybor City – as well as a new concept Ulele, opening in Tampa Heights in spring of 2014. He is the former Vice President of Marketing and Customer Experiences for the David A. Straz, Jr. Center for the Performing Arts in Tampa, one of the most-attended venues of its size in the world. Before that he worked in media as a writer, editor and marketer. Kilgore served for a year as the chairman of the recently renamed Visit Tampa Bay tourism organization, and as a board member for many years. He was on the Tampa Bay Super Bowl Task Force in 2001 and served as the chairman of the NHL All-Star Weekend host committee in 1999. In 2009, Kilgore was named the Road Marketer of the Year by the Broadway League, a professional organization of Broadway producers and presenters.

Michael ’s talk

Designing Amazing Gastronomic Experiences: What’s Next in Culinary Tourism

Barney-kirby

Barney Kirby

Director, Interactive Strategy, Marriott International, Inc.

Barney Kirby is Director of Interactive Strategy within eCommerce Product Development at Marriott International, Inc. He is the User Experience Product Lead on Marriott’s Social Media and Hotel Websites agile teams. He has worked in the Internet-Marketing channel for over fifteen years.

Barney’s talks

Upping the Service Ante for Business and Leisure Travelers: Service Innovation in the Cruise, Hotel, and Airline Industries

The impact of self services and digital technologies - coupled with travelers' increasing expectations for solutions tailored to their personal needs - have had a profound impact on the travel industry. Brands are challenged with delivering consistently high quality experiences for their guests in every step of their journey - from booking through the return trip home. Michelle Homoky, Barney Kirby, and Marcel Zwiers will share how Celebrity Cruises, Marriott International, and KLM Royal Dutch Airlines are meeting these challenges and discuss best practices for designing systems that meet guest needs across multiple screens and touchpoints.

 

Applying the Quantified Self to the Hotel Experience

Barney Kirby and Julia Lyoo are conducting research on how to apply the quantified self or life stream movements of self-tracking to the hotel experience. How might systems like UP by Jawbone, or other tracking tools adopted by guests be used to share their personal data with the hotel to improve and enhance their experiences on property? If guests could share their life stream data on emotions, health, diet, and physical activities with the property management systems, then service design solutions could be tailor-made to create a personalized experience that truly meets the exact needs of the guests during their travel journey and stay. They'll share their findings with us.

Michael-klauber

Michael Klauber

Co-Proprietor, Michael's On East and Michael's Wine Cellar

Following studies at Cornell University, Michael cut his teeth at the famed Royal Sonesta and Arnaud’s Restaurant in New Orleans, then oversaw restaurant operations of his family’s historic Colony Beach Resort before striking out on his own in 1987 to open Michael’s On East. He is co-founder of the Sarasota-Manatee Originals, a marketing collaboration with 50+ local independent restaurants; the original founder of Florida Winefest; the Forks & Corks Food & Wine Festival; and co-founder/co-chair and current board chair of Visit Sarasota County. An early adopter of new technologies, Michael launched bestfood.com, the first restaurant website online, in 1994. Today, he continues as a leader in innovative marketing strategies and partnerships.

Michael’s talk

Designing Amazing Gastronomic Experiences: What’s Next in Culinary Tourism

Adam-st-john

Adam Lawrence

Co-Founder, Work Play Experience and Global Service Jam

Englishman Adam Lawrence is a customer experience consultant, comedian and actor with a background in psychology and the global automotive industry. For years he has been using expertise gained in the world of theater, film and storytelling to help organizations influence and impress their customers and partners. Adam is co-founder of WorkPlayExperience, and co-initiator of the Global Service Jam - the world’s biggest ever service design event (so far).

Adam’s talk

Introduction to Service Design Intensive Workshop (Optional Event)

Not familiar with service design? Want to find out what the buzz is all about? Have just enough knowledge to be dangerous but want to strengthen your grasp of the concepts? Then this workshop is for you! We’ve deliberately scheduled it in advance of the formal conference kickoff to give you a leg up on what’s to come. Work Play Experience’s Markus and Adam will guide you through an overview of service design, discuss the tools, techniques, and processes service designers use to put their insights into practice, and share case studies that will help you grasp how service design can revamp existing customer services and experiences or lead to the creation of entirely new ones. Location: Academic Center

Linda-lichel

Linda Lichel

Services Consultant, Maastricht University

Linda Lichel obtained her Bachelor and Master degrees in International Business and Strategic Marketing at Maastricht University. Besides her studies she gained practical experience in the marketing departments of Mercedes Benz CAC and Schenker Deutschland AG. After her studies, she worked at the marketing department of the University doing research in the field of consumer behavior and online social networks. She is now Services Consultant at the Service Science Factory working on projects and doing research in the service innovation and design area.

Linda’s talk

Futurize: Using Service Design with Business Teams to Co-Create Future Services

Julia-lyoo

Julia Lyoo

Researcher, Interaction Designer , Marriott International, Inc.

Julia is a design researcher and interaction designer at Marriott International, Inc. Originally from Seoul, South Korea, she graduated from the IIT Institute of Design, and currently lives in Washington, DC.

Julia ’s talk

Applying the Quantified Self to the Hotel Experience

Barney Kirby and Julia Lyoo are conducting research on how to apply the quantified self or life stream movements of self-tracking to the hotel experience. How might systems like UP by Jawbone, or other tracking tools adopted by guests be used to share their personal data with the hotel to improve and enhance their experiences on property? If guests could share their life stream data on emotions, health, diet, and physical activities with the property management systems, then service design solutions could be tailor-made to create a personalized experience that truly meets the exact needs of the guests during their travel journey and stay. They'll share their findings with us.

Frans-melissen

Frans Melissen

Senior Lecturer, NHTV Academy of Hotel and Facility Management

Dr. Frans Melissen is a Senior Lecturer in Management Sciences. Originally trained as an engineer, he researches sustainable business strategies and practices, including the link to behavioural sciences, in both the hotel and facility sectors. He is also interested in the future of work organization.

Frans’ talk

A Systems Approach to Experience Design in Tourism

In this academic presentation, Bert Smit and Frans Melissen will elaborate on the application of the engineering design process by Cross (1994) and customer delight principles by Kano (1984), to the design of customer journeys.This new approach generates a number of possible customer journeys that serve the same purpose and describes the touchpoint alternatives that can create it based on Cross’ engineering process. At the same time, the approach provides insight into the impact combinations of touchpoints will have on customer satisfaction with the designed customer experience.

 

Anand-pallegar

Anand Pallegar

Strategist & Founder, atLarge, Inc.

As founder and president of atLarge, Inc., an award-winning a global consultancy focused on digital business strategy and design with offices in Sarasota, Florida and Manchester, England, Anand directs online strategies for clients including BBDO, Chevrolet, Detroit Regional Chamber, Ford Motor Company, IMG Academies, J.D. Powers & Associates, Ringling College of Art and Design, Sarasota Convention & Visitors Bureau and The State of Michigan. Under Anand’s leadership, atLarge, Inc. has earned numerous awards for its creative work, business leadership, and contributions to the community. These include the overall Award of Excellence from the Sarasota County Economic Development Corporation, two International Davey Awards, the Association of Film Commissioners International Honorable Mention and countless American Advertising Federation ADDY Awards.

Anand’s talks

Making the Case for Service Design

What Does Tourism Need from Service Design?

How Sports are Redefining Destinations and their Economies

Sports tourism is a multi-billion dollar business, one of the fastest growing areas of the $4.5 trillion global travel and tourism industry. It has the potential to put previously unknown destinations on to the tourism map, igniting economies and shaping global perceptions of a region. If designed and strategized properly, sports tourism can enhance the long term economic development of a destination. So, it’s important to get two things right:  A service design strategy that incorporates the destination, its people, the visitors and its businesses and a marketing strategy that captures the locale’s unique sports and tourism assets in a compelling package that stands out against competitors. This panel will explore how IMG Academy transformed the Bradenton/Sarasota region into  premier global destination for sports prodigies and their families and share the ingredients for creating unique sport experiences for niche markets.
 

Tarja-salmela

Tarja Salmela

Researcher / PhD Candidate, University of Lapland

Tarja Salmela is a Researcher/PhD candidate with the Faculty of Social Sciences in the University of Lapland,Finland). She works as a researcher in a Tekes-funded project called “Vitality from sleep - service design as a strategic tool enhancing good sleep and mapping innovation potential." Her ongoing doctoral thesis, which is situated at the interface of organization and tourism studies, explores the role of sleep in slow tourism and degrowth movement. It thereby aims at offering an alternative perspective to the debate on sustainable and ethical societal development.

Tarja’s talk

Designing Sleeping Experiences: The Case of the Arctic Snow Hotel

Tarja Salmela will guide you through a journey of an Arctic sleeping experience. Her presentation combines the fields of sociocultural sleep research, tourism and organization studies and service design to explore the experience of a sleeping customer while spending a night in the Arctic Snow Hotel in Rovaniemi, Finland. The Arctic Snow Hotel experience represents a growing type of tourism in which experiences are sought for by sleeping in extraordinary conditions. By this presentation the audience will gain insight of the importance of “zzz” instead of the “wide awake” in tourism as well as in designing experiential services. Note:  This presentation was co-authored with Anu Valtonen, Professor of Marketing, University of Lapland, Faculty of Social Sciences and Satu Miettinen, Professor of Applied Art and Design, University of Lapland, Faculty of Art and Design.
 

 

Fabian-small

Fabian Segelström

PhD Candidate, Linköping University

Fabian Segelström has just completed his PhD studies in service design at Linköping University, Sweden. His research has focused on the early phases of service design projects, namely how service designers gain an understanding for the various stakeholders involved in service delivery and how this understanding is communicated to clients and within the design team.

Fabian’s talk

Supporting Transitions from Concept to Implementation Using a Visual Language in Service Design

For service design to be relevant, it must communicate ideas and concepts in a way that allows organizations to implement them. This is especially important in new contexts where there is no shared vocabulary of service innovation, which is often the case with the tourism and service design sectors. The practical implication of such a discrepancy is that service designers develop new service concepts that cannot be interpreted or understood properly by tourism organizations. In this presentation, Fabian will explore how visualizations and other representations can move service design and tourism toward a shared visual language that can shape the outcomes of prototyping and encourage projects to move from ideation to implementation more quickly.

Bert-smit

Bert Smit

Senior Lecturer, Academy of Hotel and Facility Management

Bert Smit is senior lecturer and researcher on Service Design and Branding at NHTV Breda. Although educated as a social scientist, he has had a career in designing and branding zoo’s. He is author of a number of conference papers and book chapters, and co-author of the book The Imagineer: designer of meaningful experiences. He is currently working on a new book focusing on the design of branded service experiences.

Bert’s talk

A Systems Approach to Experience Design in Tourism

In this academic presentation, Bert Smit and Frans Melissen will elaborate on the application of the engineering design process by Cross (1994) and customer delight principles by Kano (1984), to the design of customer journeys.This new approach generates a number of possible customer journeys that serve the same purpose and describes the touchpoint alternatives that can create it based on Cross’ engineering process. At the same time, the approach provides insight into the impact combinations of touchpoints will have on customer satisfaction with the designed customer experience.

 

Marc-stickdorn

Marc Stickdorn

Lecturer, Author and Entrepreneur, Management Center Innsbruck, smaply, myServiceFellow

Marc researches and teaches at MCI – Management Center Innsbruck in Austria. With a background in strategic management, he works with both public and private organisations on the implementation of service design thinking. He is editor and co-author of This is Service Design Thinking and has developed tools like the Customer Journey Canvas and myServiceFellow. His latest venture is smaply, a company he co-founded that offers digital tools for service designers.

Marc’s talks

Tourism Service Jam

Much like the musical jam it borrows from, a service jam brings together diverse participants in a spirit of experimentation, innovation, co-operation and friendly competition. Teams are formed to develop and prototype completely new services inspired by a shared theme that will be disclosed the morning of the event. Jam leaders Markus Hormess and Marc Stickdorn will guide you and your fellow Jammers on ‘doing, not talking:’ defining service challenges, researching, ideating, and prototyping new services and solutions in just one day.  Along the way, you’ll make new friends and learn productive working techniques that will help you speed up the innovation process.  Lunch, snacks and beverages will fuel you through the high energy day. This is an experience you won’t want to miss! Location: Roskamp Exhibition Hall on Ringling Campus

 

Making the Case for Service Design

What Does Tourism Need from Service Design?

Tanghe

Jürgen Tanghe

Service Innovation Leader, Kite

Jürgen Tanghe is founder of Kite, a service design and transformation agency in Antwerp, Belgium. He is a psychologist, business strategist and self-educated designer. Jürgen is fascinated in human behavior and the synergetic relationship between business and design.

Jürgen’s talks

Using a Design Toolkit for Destination Development

In this workshop, participants can experience a selection of the tools of the destination design approach of Visit Flanders. This new method integrates service design methods and strategic planning with destination development and destination promotion, based on changing yearly themes. The toolkit and process was developed in the context of the transformation of Visit Flanders from a product communication agency to a service oriented government agency. The workshop is a reduced format of the training the product managers of Visit Flanders have received.

Destination Development at Visit Flanders

Jürgen will share a case study of a project performed at Visit Flanders that is an important step in transforming the organization from a product communication agency to a service oriented government agency. The objective was to train product managers in a new destination development method. This new method integrates service design methods and strategic planning with destination development and destination promotion. Product managers become ‘destination designers.’ He’ll share the approach to the project and its most important deliverables, including how the team balanced design work and co-creative and prototyping work, the destination development process, and more.  This project was a co-creative effort by Visit Flanders and design agencies Kite and Concrete.

Quino-terceno

Quino Terceno

Head of Design, Tuenti

Quino’s focus is on facilitating business goals through sound concepts and impeccable execution. Arriving to Tuenti after an extensive experience in branding, corporate identity, editorial, visual and interaction design, Quino is a self-confessed design generalist. At Tuenti, Quino leads a group of 20+ designers to provide a best in class digital communication service that intertwines a social network with virtual phone operator. Prior to joining Tuenti, Quino was Experience Design Director for the service design consultancy Fjord in their Madrid studio and founded and gave creative direction to cero4, a small design studio in his hometown, Sevilla.

Quino’s talk

Backations

In this talk, Beatriz and Quino will observe tourism from the perspective of adjacent industries - telcos, banks, and media.  They’ll explore how each industry relates to tourism and in what ways they could engage to provide a better, new or simply a different touristic experience. There is an opportunity to provide a new level of awareness when we travel. Traditional travel guides are not that relevant anymore; we plan our vacations based on reviews and recommendations from friends who have visited before.  Unexpected and playful ways to visit places are shaping new scenarios for tourist services to reinvent themselves. Then there is the track we leave as tourists. How can that data be used? How can details from our stay affect others who have yet to arrive? What memories do we bring home? To whom do they belong? We'd like to walk you around these two sides of digital experiences in tourist services and share contexts and approaches that emerge from the crossroads of industries and the reaction to the experience standardization.
 

Nele-marisa

Nele Marisa Von Bergner

Research Associate, Ph.D. Candidate, Lecturer, Leuphana University Department of Business Economics and Tourism Management

Nele Marisa von Bergner joined the faculty at Leuphana’s Department of Business Economics and Tourism Management after graduating with honors from Leuphana with a master’s degree in Management and Marketing. She is research associate, lecturer and Ph.D. student at Leuphana. She also lectures in Tourism Management at the University of Bozen as a guest. In her dissertation she identifies the most important future challenges for global tourism. Nele Marisa von Bergner was recently voted one of the “Top 30 Under the Age of 30” by fvw - the leading German trade magazine for Tourism and Business Travel.

Nele Marisa ’s talk

Mobile Ethnography: The Case of Three TUI Hotel Concepts


In this presentation, Nele Marisa will share the outcome of a mobile ethnography project conducted in three TUI hotels in Spain (Mallorca): TUI best FAMILY Cala Mandia, PURAVIDA Resort Blau, and Sensimar Aguait. The methodology she used is based on the concept of touchpoints.  Attendees will learn about the guests’ service experience during their stays at these hotels, which was evaluated on-site using the myServiceFellow mobile application.  The data, analyzed with ServiceFollow, offered comprehensive insights into the customers’ journeys.  As a result, strategic solutions were developed to improve service processes for the hotel concepts.

 

Bruce-wan

Bruce Wan

Lecturer, Program Leader - Higher Diploma in Multimedia Design & Technology, School of Design, Hong Kong Polytechnic University

Bruce Wan is a veteran of design educator and designer. He received his master of design from ENSCI in Paris where he practiced both product and interaction design. The experience allows him to create and articulate optimal user experiences across physical and cyber spaces. Bruce currently works as lecturer at the School of Design in The Hong Kong Polytechnic University. His recent research focuses on applying design thinking to generate holistic traveler experience lifecycle for eTourism.

Bruce’s talk

Designing eTourism Platforms: Frustrations, Challenges, Opportunities and the Way Forward

In this presentation, Bruce will explore the current frustrations of existing eTourism platforms from the user experience standpoint. He also discusses current emerging trends, such as ubiquitous computing, tourist well-being, experience and transformation economies, service design thinking, which may shape the future development of eTourism platforms. While most of the current solutions on the market are designed to fulfill travelers’ momentary needs, very little attention has been drawn to the travelers’ experience throughout the whole travel journey – which includes all the related activities done before, during and after the trip. Bruce will argue for the importance of considering travelers’ holistic experience when conceptualizing eTourism platforms.  Note: this presentation was co-authored with Cees de Bont.

 

Paul-wilborn

Paul Wilborn

Executive Director, Palladium Theater

Paul Wilborn is the Executive Director of the Palladium Theater at St. Petersburg College. Under his leadership the Palladium has won numerous “Best of the Bay” awards and is recognized as the top venue for jazz, blues, choral music, chamber music and dance in the bay area. He is a pianist, musician and bandleader. His American Songbook Series presents intimate cabaret shows at American Stage Theater and other venues around Florida. Prior to joining the Palladium, Paul worked for Tampa Mayor Pam Iorio as Manager of Creative Industries. Major accomplishments included increasing community support for artists and arts organizations, connecting the arts and the economic development communities, and directing Arte 2007, Tampa Bay’s Festival of Latin American Arts.

Paul ’s talk

Venue Making: How ‘Thinking Local’ Transformed an Unknown Venue into a Regional Attraction


The Palladium – a converted church and historical building in downtown St. Petersburg, Florida – began its second life as a space for local ballet recitals and other community activities.  Within five years, however, it transformed into a major regional concert venue and nightclub with legions of devoted fans who regularly packed the house. Join “Palladium Paul” Wilborn for a case study that shows how identifying underserved local niche audiences and musicians and collaborating with them can result in the creation of an arts experience that is unique to a region and hugely attractive to locals and tourists alike.
 

Anita-zehrer

Anita Zehrer

Deputy Head of Tourism School , Management Center Innsbruck (MCI)

Dr. Anita Zehrer is Deputy Head and Senior Lecturer at MCI Tourism at the Management Center Innsbruck (MCI) and Deputy Head of the MCI Academic Council. Her research interests include service experiences and service design, social media in tourism, entrepreneurship and leadership in tourism and family business management. Zehrer currently serves on the Editorial Boards of the Journal of Travel Research, Journal of Vacation Marketing, Tourism Analysis and the Tourism Review.

Anita’s talk

Evaluating Service Experiences through Mobile Ethnography: The Supplier's Point of View

In this presentation, Anita will discuss the application of myServiceFellow during the museum experience at the National Museum of Australia in Canberra as an attempt to understand the customer journey of Generation Y and to discuss its implications for the museum management. She and her colleagues explored service delivery from the service supply perspective, in a museum context, by interviewing the managers of the National Museum of Australia in Canberra and confronting them with the service quality gaps identified by a sample of Generation Y. The aim of the project, based on the insight into museum service experience consumption from the minds of visitors, was to contribute managerial implications and formulate relevant marketing strategies for the cultural institution.

Marcel-zwiers

Marcel Zwiers

Creative Director / Partner, 31Volts

Marcel is founder and partner at 31Volts, the first service design practice in the Netherlands. Since the founding of 31Volts in 2007, Marcel, business partner Marc Fonteijn, and a small, dedicated group of specialists have worked for a wide variety of clients in mobility, tourism, public services and education.

Marcel’s talks

Upping the Service Ante for Business and Leisure Travelers: Service Innovation in the Cruise, Hotel, and Airline Industries

The impact of self services and digital technologies - coupled with travelers' increasing expectations for solutions tailored to their personal needs - have had a profound impact on the travel industry. Brands are challenged with delivering consistently high quality experiences for their guests in every step of their journey - from booking through the return trip home. Michelle Homoky, Barney Kirby, and Marcel Zwiers will share how Celebrity Cruises, Marriott International, and KLM Royal Dutch Airlines are meeting these challenges and discuss best practices for designing systems that meet guest needs across multiple screens and touchpoints.

 

Live from Schipol Airport: The KLM Service Design Studio Project

For the last 3 years, 31Volts has worked extensively with and for KLM (Royal Dutch Airlines) in dealing with their service innovation challenges. The introduction of self services has had a profound impact on the role of the KLM agents and for the travel experience at Schiphol Airport as well. To explore new ways to connect with customers and the KLM team, 31Volts built a Service Design Studio in the middle of the hustle and bustle of Schiphol Airport. The Studio went live in March and stayed open for two months, staffed by 31Volts service designers and KLM agents, managers and project leaders. The team worked in full view of passengers walking by, occasionally inviting them to engage in fun activities and share their ideas for designing future travel experiences. Marcel will share highlights from the Service Design Studio project, including the challenges the team faced, what they learned, and the strategic and practical value that was created as a result.