Data Interpretation, Synthesis
and Prototyping: a Systemic Approach Based on Words, Meaning, and Memory
Vienna, Austria (June 2020)
Early Bird: tbd
The participants will learn how to explore product concepts through integrative data analysis. Specifically, they will understand the impacts of the idea that the foundation for all business is the phenomenological service experience, and how the use of text as the main component of service prototypes, besides being a low cost way to generate a necessarily high amount of alternatives, it is the most accurate way to capture contextual factors and serendipitous events. These two aspects (context and serendipity) play an important role in the emergence of novelty and in the discovery of profitable opportunities.
The learning outcomes are: learn how to explore product concepts through integrative data analysis (instrumental, practical, and emancipatory knowledge); understand the impacts of the idea that the foundation for all business is the phenomenological service experience; how the use of text as the main component of service prototypes; learn how to generate a necessarily high amount of alternatives at low costs; to accurately capture contextual factors and serendipitous events; understand aspects that play important roles in the emergence of novelty and in the discovery of profitable opportunities.
What to expect?
Participants will learn how Jürgen Habermas' Theory of Communicative Actions can be pragmatically applied to diverse data sets to create meaningful and memorable product (goods and service) ideas.
Who is this course for?
Experienced Service Designers, Innovation Managers, Product Owners
Advanced knowledge of design theory and practice.
08:00 Welcome & Check-In
08:45 Agenda Review
09:15 Lecture 1-a: Paradigm Shifts
10:15 Coffee Break
10:30 Lecture 1-b: Knowledge Interests
11:30 Group Work: Guess
13:30 Group Presentations
14:30 Lecture 2-a: Postmodernity and Design
15.30 Coffee Break
16:00 Lecture 2-b: Design and Innovation
17:00 Group Work: Compute
18:00 Group Presentations
19:00 End of Day 1
08:00 Welcome & Check-In
08:15 Agenda Review
09:00 Lecture 3: Service-Dominant Logic and Service Design
10:00 Coffee Break
10:15 Group Work: Experiment
13:15 Group Presentations
14:00 Lecture 4: Service Design
15:00 Group Work: Know
16:00 Open Session (with attendees from the previous
16:30 Group Presentations
18:00 End of Day 2 / Networking Event
20:00 End of Networking Event.