Crafting services that define identity / Claire Dennington / Episode #177
Which do you prefer? A service that simply gets the job done. Or... a service that not only gets the job done but also helps you express your values and identity. If you choose the second option, you're in for a treat. This week's episode is all about decoding the design of meaningful services. But first, let's take a moment to acknowledge that the things we buy often reflect our values. Some of the most successful products allow us to express our identity through them, like driving a Tesla, wearing Havaianas, or collecting Pokémon cards. These products go beyond functionality, becoming iconic symbols of pop culture. They attract passionate fans and loyal ambassadors. Now, when it comes to services, it's much harder to find those with the same pop culture status. Why is that? Our guest, Claire Dennington, has extensively studied this topic and reveals the key: trends. Yes, trends can be a design material for creating services that add meaning and joy to people's lives. So if you want to learn how trends can be harnessed to design services that people want to use and associate themselves with, make sure you don't miss this conversation! I admit when I first heard about using trends in services, I was concerned about their sustainability. But in my conversation with Claire, she explains how trends can actually encourage sustainable behavior, particularly in the realm of services. Enjoy the episode and keep making a positive impact. - Marc --- [ 1. GUIDE ] --- 00:00 Welcome to episode 177 04:00 Who is Claire 04:45 Lightning round 07:30 How it all started 08:30 What is pop culture 11:00 Culture vs. pop culture 13:30 Iconic examples 15:15 Where's the opportunity 17:15 Recognizing meaning 20:30 What's the advantage 23:30 How sustainable is this 26:00 Material properties of trends 28:00 What shapes what 29:30 From sub to pop culture 32:00 Traditional services 33:15 Evolution of trends 36:45 How to start 40:15 Picking the trend 42:00 Relationship to branding 44:00 What excites you 47:00 Developing service concepts 49:30 Closing thoughts --- [ 2. LINKS ] --- https://www.linkedin.com/in/claire-dennington-a61871b/ https://aho.no/en/calendar/doctoral-thesis-defence-claire-dennington --- [ 3. CIRCLE ] --- Join our private community for in-house service design professionals. https://servicedesignshow.com/circle