Customization, Customer Delight and the Design of Continuing Education DESIGN Visceral ReflectiveBehavioral

presented by Marion Sharp, Portland State University, UCEA West 2005 “In architecture, there’s the reason you do something, and then there’s the real reason.” Architect Bruce Goff

presented by Marion Sharp, Portland State University, UCEA West 2005 I believe in... Exploring the leading edge Finding the next big thing Anticipating and leading into the next phase Making a difference Creating the biggest impact Transforming the workplace

presented by Marion Sharp, Portland State University, UCEA West 2005 The Deep Purpose of CE If this is what I/you/we believe – then our responsibility is to design the most effective programs to achieve that purpose And that calls for using Design Principles

presented by Marion Sharp, Portland State University, UCEA West 2005 The Power of Design When it works right, looks right, and feels right, it sparks an emotional connection – people love it and loyalty follows Design shapes the way we communicate and the way we educate – it is a catalyst for reinventing and reimagining Build in order to think – prototype quickly and often

presented by Marion Sharp, Portland State University, UCEA West 2005 Current story of learning Mechanistic Prescribed Easily measured Incremental Uniform A commodity

presented by Marion Sharp, Portland State University, UCEA West 2005 Learning emerges from Discovery not directives Reflection not rules Possibilities not prescriptions Diversity not dogma Creativity & curiosity not conformity & certainty Meaning not mandates

presented by Marion Sharp, Portland State University, UCEA West 2005 The Power of Design – cont. Create a great experience every time they touch the brand, by their standards not ours An art form in a business/learning context Does not follow the market – it leads Create things that have never existed before and adapt from other markets into new Create offerings that solve real human needs, satisfy real human wants and have a lasting impact

presented by Marion Sharp, Portland State University, UCEA West 2005 Needed Knowledge and ways of knowing that will create new dimensions of individual and social understanding that are... dedicated to the possibility of a better future for all Growing global citizens

presented by Marion Sharp, Portland State University, UCEA West 2005 Needed A model of education... Capable of constantly inventing and creating new solutions to the world’s increasingly complex problems Role of education is paramount

presented by Marion Sharp, Portland State University, UCEA West 2005 Design Elements Delight Customization Story Emotion and intellect Meaning

presented by Marion Sharp, Portland State University, UCEA West 2005 What are we designing? Product Value Customer Experience Usability Aesthetics Practicality

presented by Marion Sharp, Portland State University, UCEA West 2005 Design applies to Marketing materials The planning process Instructional design Training spaces Website Registration process Purchasing experience Training experience Evaluation process “First contact” Phone – experience CE concept & objectives Title and description Delivery method Basically, anything you can think of should be “designed”

presented by Marion Sharp, Portland State University, UCEA West 2005 DESIGN VisceralReflectiveBehavioral The Brain and Design Visceral Behavioral Reflective

presented by Marion Sharp, Portland State University, UCEA West 2005 A positive sense of self thru CE Sense of self is rooted in the reflective brain One of the most powerful ways to create a positive sense of self is through a personal sense of accomplishment. DESIGN VReflectiveB Reflective Brain

presented by Marion Sharp, Portland State University, UCEA West 2005 Target and Design

presented by Marion Sharp, Portland State University, UCEA West 2005 Target’s Design Strategy – Inspiring Design Creates Inspires Shapes Moves Design for All Target annel_red.jhtml

presented by Marion Sharp, Portland State University, UCEA West 2005 What is the customer’s experience every time they touch your brand? Delight is a surprise – people can’t tell you what will surprise and delight them How do you inspire, engage, welcome

presented by Marion Sharp, Portland State University, UCEA West 2005 Experiment, Innovate, Prototype Think Tank Design Lab Think-and-Do Tank Reinventing Anticipate Experiment Prototype

presented by Marion Sharp, Portland State University, UCEA West 2005 Have you ever thought of... Converting a face-to-face workshop into an online class? Streaming a video presentation online? Delivering a workshop thru video- conferencing? – how about webcasting? Downloading a lecture onto an iPod? Creating continuing education as a video game?

presented by Marion Sharp, Portland State University, UCEA West 2005 CE through a video game Source of simulations and experiments and adventures Extensive exploration of interesting and relevant topics Topics carefully chosen such that in the process of the ‘adventure’, you automatically learn the fundamentals of your field

presented by Marion Sharp, Portland State University, UCEA West 2005 Designing in Emotional connection Intellectual connection Higher purpose Innovation – leading edge Surprise and delight Substantive – meaningful Visual, auditory, kinesthetic Visceral, behavioral, reflective

presented by Marion Sharp, Portland State University, UCEA West 2005 Design Principles Listen to our customers - Our customers cannot tell us what they want or need We must be the eyes and ears –  Scanning for the next big thing  Watching how they experience our product  Listening for the issues and problems begging for solutions  And spotting the opportunities ready to emerge

presented by Marion Sharp, Portland State University, UCEA West 2005 Design Principles – cont. Tell a story What emotions are you going to tap into?  Need for both the positive and the ‘negative’  Positive – creativity, inspiring, engaging, open  ‘Negative’ – focus, deadlines, serious subject  How do you design something that can go from positive to negative? Everything has both a cognitive and emotional component

presented by Marion Sharp, Portland State University, UCEA West 2005 A 21 st century model of education The magnificent diversity and vibrancy of the many ways of knowing  Reason – making tight sequential connections  Wonder – making connections of the random kind  Images – making connections of the visual kind

presented by Marion Sharp, Portland State University, UCEA West 2005 From the Information Age to the Conceptual Age From an economy and society built on logical, linear, computer-like capacities of the Information Age To an economy and society built on the inventive, empathic, big-picture capabilities of the Conceptual Age

presented by Marion Sharp, Portland State University, UCEA West 2005 The Mini-Cooper approach to design

presented by Marion Sharp, Portland State University, UCEA West 2005 Customization – Customer Delight Customization Customer Delight

presented by Marion Sharp, Portland State University, UCEA West 2005 Design checklist – Does it Engage? Tell a story? Capture the imagination? Surprise and delight? Make something happen? Design is not decoration – it is a call to action.

presented by Marion Sharp, Portland State University, UCEA West 2005 Resources Norman, Donald A. Emotional Design: Why We Love (or Hate) Everyday Things. New York: Basic Books, Masters of Design, Fast Company. Special Edition, June Masters of Design, Fast Company, Special Edition, July The Transformative Power of Learning, Shift, September-November, 2005.