SOURCE: Continuum


October 10, 2011 09:36 ET

Continuum to Lead Special Session on Service Design at the AIGA Design Conference, October 13-16, 2011

Four Panel Discussions Feature Leading Experts From Facebook, Zipcar, Mayo Clinic, Disney, Sony and More

BOSTON, MA and PHOENIX, AZ--(Marketwire - Oct 10, 2011) - Continuum, a global innovation and design consultancy, today announced that the company is leading a special "Affinity Session" on the topic of service design at Pivot, the annual AIGA Design Conference in Phoenix, Arizona, October 13-16. Moderated by Ed Milano, Continuum's Vice President of Program Development, the track, which includes four separate panel discussions throughout the duration of the conference, will unite leaders from the country's largest service organizations to discuss the service-design ecosystem and explore how to craft better, more dynamic, actionable consumer service experiences.

"A well-designed service experience has the power to transform a company's image. But this year, 64 percent of customers walked out of a store due to poor service," said Milano. "As designers, we play a vital role in crafting better experiences. In this special AIGA track, we've rounded up leading experts to discuss how service design methods can be applied across industries and can solve a host of divergent business challenges."

The AIGA Design Conference is a biennial gathering of the design community to celebrate design excellence and stimulate thinking about the critical issues that surround the industry. The four sessions offered as part of the AIGA's service design track include:

  • Services are Everywhere -- This session will explore the Continuum approach to service design and will look at successful processes for addressing the entire service ecosystem. The featured panelists include: Rachel Abrams, founder, Turnstone Consulting and Taxi Project; Shelley Evenson, research manager in design and user experience, Facebook; and Lesley Mottla, vice president product and experience, Zipcar.
  • Scripting Improv -- This session will delve more deeply into the mechanics of designing for complex services systems and evaluate methods to reach the right balance between control and flexibility. The featured panelists include: Maggie Breslin, senior designer/researcher, Center for Innovation, Mayo Clinic; and Derek Howard, industrial concept designer, Disney.
  • You Can't Make Me Do It -- This session will examine how taking a user-centered approach to design can help service providers to influence, support and guide behavior change. The featured panelists include: Ryan Armbruster, vice president of innovation, UnitedHealth Group; Sarah Drummond, service designer, Snook; and BJ Fogg, director, Persuasive Tech Lab, Stanford.
  • Is the Future #digital? -- This session will discuss the role digital design will play in the future of the service design ecosystem. The featured panelists include: Henry Newton-Dunn, design manager, Sony; and Eric Nicolas, director, global brand management, Holiday Inn.

About Continuum:
Continuum, a global design and innovation consultancy, creates products, services and experiences that work for people and for the businesses that serve them. Based on in-depth consumer research, rigorous analysis of clients' business challenges, and inspired creativity, Continuum uncovers opportunities for innovation and makes them real. Since 1983, Continuum has worked with companies worldwide, including American Express, Amplifon, BBVA, Herman Miller, Procter & Gamble, PepsiCo, Samsung, Sprint and Staples. Continuum has offices in Boston, Los Angeles, Milan, Seoul and Shanghai.

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