Transcending transactional spaces: Incorporating memorable experiences into design

Consumers are people. People who are emotional. They seek experiences that leave them with pleasant memories. Services are exactly the kinds of human-centered activities in which design thinking can make a decisive difference. Memorable experiences are difficult to replicate by competitors and, when positive, are exceptional differentiators.Robbie Robertson, director of Australian experience design consultancy e2, will articulate how service organisations can use design thinking as a tool for imagining these experiences and giving them a desirable form.