Thesis Paper Presentation

1. Masters thesis paper presentation Carrie Chan Advisor: Bruce Hanington January 25, 2008

3. service design

4. service blueprinting

5. performing arts

6. services as performances

7. what can service blueprinting learn from music scores?

10. service design what can service blueprinting learn from music scores?

13. service design classical music what can service blueprinting learn from music scores?

14. literature Igor Stravinsky Poetics of Music Roger Sessions The Musical Experience of Composer, Performer, Listener

15. service roles tools

16. service = performance roles tools

17. service = performance roles tools composer = service designer performer = frontline employees listener = customer

18. service = performance roles tools composer = service designer music score = service blueprint performer = frontline employees listener = customer

19. PERFORMANCE

20. the music performance

21. the music performance music as a system Disney

22. the music performance music as a system Disney music impressions Marriott

23. the music performance music as a system Disney music impressions Marriott music styles Apple

24. the music performance music as a system Disney music impressions Marriott music styles Apple music lifecycles airlines

25. the music performance music as a system Disney music impressions Marriott music styles Apple music lifecycles airlines

26. music as a system

27. music as a system “In music, each moment is ﬂeeting; it passes and cannot be completely recaptured” —Sessions

28. music as a system “In music, each moment is ﬂeeting; it passes and cannot be completely recaptured” —Sessions

29. ROLES

30. role of the composer

31. role of the composer gives shape to ideas Howard Shultz, Starbucks

32. role of the composer gives shape to ideas Howard Shultz, Starbucks keeping an organic relationship to his work Disney

33. role of the composer gives shape to ideas Howard Shultz, Starbucks keeping an organic relationship to his work Disney being a master of elements Disney

34. role of the composer gives shape to ideas Howard Shultz, Starbucks keeping an organic relationship to his work Disney being a master of elements Disney creating possibilities for the unexpected Horst Schulze, Ritz Carlton

35. role of the composer gives shape to ideas Howard Shultz, Starbucks keeping an organic relationship to his work Disney being a master of elements Disney creating possibilities for the unexpected Horst Schulze, Ritz Carlton

36. create possibilities for the unexpected

37. create possibilities for the unexpected “... successive impressions must either maintain the level of intensity, of interest, of movement established at the outset, or they must raise it. Otherwise... the ear becomes bored, and the music lags.” —Sessions

38. create possibilities for the unexpected “... successive impressions must either maintain the level of intensity, of interest, of movement established at the outset, or they must raise it. Otherwise... the ear becomes bored, and the music lags.” —Sessions

39. role of the performer

40. role of the performer giving movement to a static idea education

41. role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts

42. role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse

43. role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse being aware of performance conditions retail store clerks

44. role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse being aware of performance conditions retail store clerks establishing trust warrantees, money-back guarantees

45. role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse being aware of performance conditions retail store clerks establishing trust warrantees, money-back guarantees creating the unexpected Land’s End

46. role of the performer giving movement to a static idea education reproducing composer’s intentions with conviction scripts being an executant and an interpreter nurse being aware of performance conditions retail store clerks establishing trust warrantees, money-back guarantees creating the unexpected Land’s End

47. giving movement to a static idea

48. giving movement to a static idea “ ... it is this essential and inherent quality of music—it’s ﬂuidity, the fact that it is in an art... that has inevitably produced the performer.” —Sessions

49. giving movement to a static idea “ ... it is this essential and inherent quality of music—it’s ﬂuidity, the fact that it is in an art... that has inevitably produced the performer.” —Sessions

50. role of the listener

51. role of the listener hearing, enjoying, understanding, discriminating hotel experience

52. role of the listener hearing, enjoying, understanding, discriminating hotel experience being a discriminator, advocate, and educator restaurant experience

53. role of the listener hearing, enjoying, understanding, discriminating hotel experience being a discriminator, advocate, and educator restaurant experience wanting an experience

54. role of the listener hearing, enjoying, understanding, discriminating hotel experience being a discriminator, advocate, and educator restaurant experience wanting an experience

55. wanting an experience

56. wanting an experience “ ... inevitably... a variety of listeners want a variety of things. But on any level it may be taken for granted that the listener wants vital experience, whether of a deeply stirring, brilliantly stimulating, or simply entertaining type”—Sessions

57. wanting an experience “ ... inevitably... a variety of listeners want a variety of things. But on any level it may be taken for granted that the listener wants vital experience, whether of a deeply stirring, brilliantly stimulating, or simply entertaining type”—Sessions

58. TOOLS

59. the music score record of a composition expression of ideas performer’s guide

60. the music score record of a composition expression of ideas performer’s guide service blueprinting

61. service = performance roles tools composer = service designer music score = service blueprint performer = frontline employees listener = customer

62. conclusion

63. conclusion building service design as a stronger discipline

64. future direction

65. future direction reﬁne and solidify aspects of service look to other disciplines of the performing arts

66. thank you carrie chan | masters thesis paper presentation | january 25 2008 school of design | carnegie mellon university | advisor: bruce hanington

Thesis Paper Presentation

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