How to capture what the customer thinks when choosing a service, what influences make the customer’s decisions, how to find out about it and apply it in creating and developing their services? Modern principles of service design teach a customer-centric approach to promote your business, which directly or indirectly depends on the decisions people make, either for or against you. Competitive advantages are increasingly hidden in barely perceptible details that give the customer a decision to choose a product or service. These details must be known and taken into account. We’ll talk about those details in the workshop.
Ruth-Helene Melioranski is the Dean of Design at the Estonian Academy of Arts. She has observed and analysed the world from the position of a professional designer for over 20 years. In parallel with her work as a strategic and service design practitioner as a researcher, she is particularly interested in projects where complex problem areas need to be understood and meaningful solutions developed for people.