... it confirms the success of iconic brands such as Amazon, Google, McDonald's and Apple. It challenges the traditional model of high involvement (learn-feel-do) based on the comparison before buying, making obsolete the decades of practices based on the supposed rationality of behavior and the primacy of the brand to substitute it simplest passive learning (learn-do-feel) centered on the use and satisfaction that results.

In fact, we are on the verge of a revolution and we'll have to update our theories. We are moving from an economy of ownership, where the product was the heart of the offer, to a functional economy, where the service becomes the main lever of differentiation for companies involved in innovation efforts. Clearly, this means that we do not compare the products on the basis of their characteristics and their supposed benefits, but we seek to satisfy the conscious AND unconscious needs. The part of service offers has become so important that we now speak of "servicization" or "product-service-system." In this context, the product is no longer an excuse, service being the main medium for delivering value to the customer and the company. 

Today, to meet our demanding and hurried consumers, there are a multitude of increasingly diverse and complex services. Our days are punctuated by services that are supposed to make our lives easier. However, most of the time we judge these services to be unsatisfactory and sources of confusion and frustration. Why doesn't R & D invest in methods to improve services where it was natural to spend money to improve products? By placing the individual and the various stakeholders at the center of the delivery of service of innovation / improvement of offers, design becomes an increasingly strategic player in devising new services. Design skills in terms of scripting, prototyping and conceptualization can create a common language between the different actors of the service design and contribute to the development of solutions that address our needs, whether conscious or unconscious, expressed or not.»

BIOGRAPHY
«Co-founder of Utilisacteur.fr, design consultancy services, design services teacher at TELECOM PARISTECH...»

Ecole Nationale Supérieure des Télécommunications, Design Advisor Services consultant for the promotion of industrial development and co-founder of the French chapter of design services, SDN France.
Christophe is a graduate of the Ecole Nationale des Arts Décoratifs in Paris

EXPERTISE
-Service Design Thinking
-Design customer experiences and innovative services ...
-Scripting and prototyping services 
-Accelerating innovation 
-Exploring new territory