Speakers

Mary Jo Bitner
Professor of Marketing and PetSmart Chair in Services Leadership
W. P. Carey School of Business, Arizona State University
Tempe, Arizona
“Customer-Focused Service Design and Innovation”

Dr. Mary Jo Bitner is Professor of Marketing and PetSmart Chair in Services Leadership at the W. P. Carey School of Business, Arizona State University. She also serves as Academic Director of the Center for Services Leadership at ASU. In her career as a professor and researcher in services marketing, Dr. Bitner has been recognized as one of the founders and leaders in the field of services research worldwide. In 2003 she was honored with the Career Contributions to the Services Discipline Award, and in 2005 she received a highly competitive IBM Faculty Award, one of the first such awards ever given to a services researcher.

She has published more than forty journal articles and is co-author of Services Marketing: Integrating Customer Focus Across the Firm (McGraw-Hill, Fourth Edition, 2006), a leading text used at universities across the U.S. and worldwide. Her research is concerned with how customers evaluate service encounters and the strategic roles of technology and contact employees in determining customer satisfaction with services. Several of her publications on services topics have been recognized as among the most frequently cited articles in the field of marketing. Through her research and executive education she works regularly with companies such as IBM, Ford, Mayo, Caremark, Triwest Healthcare, Yellow Transportation, and others on service quality and customer satisfaction topics.

Oliver King
Co-founder and Director
Engine
London, United Kingdom
“The Service Design Practice”

As a co-founder and director of Engine, Oliver is a passionate champion of the broader benefits of design-led innovation and enterprise. As a former product designer, he now works with organizations to identify and develop the propositions and experiences that support the products and services they provide to better connect with their customers.

In addition to his work as a consultant, Oliver lectures and presents TV programs on design history and innovation. He also leads master classes on design-led innovation for Cambridge University and MIT and judges the Royal Society of Art and D&AD design awards. Most recently he spoke as part the British Library's Beautiful Minds series celebrating the spirit of Nobel Achievement.

Birgit Mager
Professor of Service Design
Köln International School of Design, University of Applied Sciences Cologne
Cologne, Germany
“Service Design—Profession and Experiment”

After her studies of psychology, Birgit Mager has worked for many years as an in-house consultant with notable companies like Hewlett Packard, specializing on the development and improvement of services: its strategies, its organization, and interaction. Since 1995 she has held the first European professorship on “Service Design” at the University of Applied Sciences Cologne, Germany. Her numerous lectures, her publications and her projects have strongly supported the implementation of a new understanding of the economical, ecological, and social function of design and the recognition of the immaterial aspects of design.

Birgit Mager works as a consultant for companies like Siemens, Hewlett Packard, Swisscom Mobile, and Lufthansa. She taught Service Design as a guest professor in Switzerland, Italy, China, and Japan. For the German Ministry of Science Research she has conducted different research projects on the topic of design and services. Today she is on the board of different awards for service excellence and is the head of the Center of Service Design Research.

Neale Barret
Service Strategy & Research Liaison
Systems & Technology Group
San Jose, California
“Burnin' Down the House: A Vision of the Data Center of the Future”

Neale Barret’s most recent role is that of user experience strategist and architect. In this role, his responsibility has been the definition of the complete service experience across hardware and software products in IBM Systems & Technology Group. His experience in IBM spans roles in field service, technical communication, user-focused design, project management, technical education and people management.

Chris Downs
Managing Partner
live|work
“Pioneering Service Design”

Chris Downs is the founding (and managing) partner of the service innovation and design consultancy live|work, having established the company in 2001. Prior to this Chris was part of the start-up team responsible for the development and implementation of The Interaction Design Institute Ivrea, in Italy, where he remains an adjunct professor.

live|work’s clients include Sony Ericsson, Experian, Boots, Orange, Fiat, Streetcar, Norwich Union Insurance, Vodafone, Egg.com, Macmillan Cancer Support, BAA, Virgin Mobile USA, the Design Council UK, and the UK public sector.

Chris holds a MA Interaction Design from the Royal College of Art and a BA Product Design from Glasgow School of Art. He has worked as a strategic design consultant, since 1995, primarily on internet projects. Some of his clients include Orange, Rockstar Games, the BBC, Emap, Telstar, IDEO, and Unilever.

Anastassia Drosa
MHCI Candidate
Human-Computer Interaction Institute, Carnegie Mellon University
“Adapting Heuristic Evaluation to Service Design”

Described by most as quirky, analytical and animated, she tends to push the concept of “thinking outside the box” past the walls of its box, tries to make complex obscure concepts accessible via clear exhaustive explanations, and does it all with a passion that borders on giddiness.

Anastassia is currently pursuing an MHCI degree at CMU, planning to graduate in December ’06. She graduated summa cum laude from the Honors College at Adelphi University in Garden City, NY. There, she worked as an Instructional Technologist providing the support faculty members required to effectively integrate various technologies into their teaching and research methods.

Natalie Ebenreuter
PhD Candidate, Multimedia Design
Faculty of Design
Swinburne University
Melbourne, Australia
“An Example of Interaction that Values Co-creation in the Design of Services”

Natalie Ebenreuter is a Multimedia Design PhD candidate and Sessional Lecturer at the Faculty of Design, Swinburne University. She is also the recipient of the 2006 Fulbright Postgraduate Award in Visual and Performing Arts sponsored by Anthony Joseph Pratt.

Natalie demonstrates a strong background in visual and creative arts, initially as a classical ballet dancer performing with a number of professional dance companies in, New Zealand, The United States, Australia and Europe and then moving into multimedia design. Her research investigates systematic approaches to interface design that may simplify complex computer processes and facilitate the documentation of movement. Under the Fulbright Award Natalie will spend nine months at Ohio State University developing a prototype application that has the potential to enhance dance literacy.

Tamara Giltsoff
Service Innovation and Design Consultant
live|work
New York, New York
“Energy Use as a Service: Selling Reduced Energy Use”

Tamara is a Londoner currently based in New York bringing live|work–service innovation and design consulting–to the U.S. A trained designer originally, she also holds a Masters in Design Strategy and Innovation and is currently undertaking a management MSc in Responsibility and Business Practice at Bath University.

Tamara runs live|work’s New York office where the focus is connecting service innovation with green growth–helping businesses to generate new, exciting value opportunities that deliver triple bottom line results. Her role is part management and part innovation consultant–delivering customer-led service innovation across wireless, banking, and beauty sectors in the U.S. She has 11 years experience working in design, strategic and management positions with various London consulting firms and businesses in fashion trends, publishing, internet consulting, brand strategy, and innovation.

live|work’s clients include Virgin Mobile USA, Sony Ericsson, Experian, Boots, Orange, Fiat, Streetcar, Norwich Union Insurance, Macmillan Cancer Support, BAA, and the UK public sector.

Tamara writes a weekly post for Treehugger.com on the connection between service innovation and green business.

Stefan Holmlid
Assistant Professor
Human-Centered Systems, IDA
Linköpings Universitet, Sweden
“Introducing White Space in Service Design: This Space Intentionally Left Blank”

Stefan Holmlid is assistant professor in Interaction and Service Design at the Department of Computer and Information Science. He heads the Interaction and Service Design research group of the Human-Centered Systems division. He is also a member of the Santa Anna Research Faculty of The Swedish Institute of Computer Science, where he initiated and manages a design studio as a means for collaboration between Linköping university and organizations that is developing strategically through the use of design. He pioneered the development of interaction design education in Sweden in the 90's.

Currently he is involved in a set of research projects mainly focused on developing the understanding of the design object of service design, defining theories of design for service and interaction design, as well as developing and understanding service design as a praxis for acquirers of system development. In collaboration with SVID, The Swedish Industrial Design Foundation, he is documenting the state-of-the-art of service design in Sweden. He is also involved in re-defining the design education at Linköping university.

Tom Key
Senior Consultant
2nd Road
Sydney, Australia
“The New Service of Service Design”

Tom is a senior consultant with the strategic design consultancy, 2nd Road, in Sydney, Australia. 2nd Road works with organizations to create cultures that support strategy, innovation and empowerment. Design is the major tool used to achieve this. 2nd Road has impacted some of Australia's largest public service organizations and private sector financial institutions.

Tom's work is focused on design practice. He facilitates strategy workshops, leads designs projects and coaches senior managers in design thinking. Prior to 2nd Road, Tom worked in Property and Finance companies on the design of new products for investors. This followed significant design management roles on the sporting venues for Sydney's 2000 Olympic Games. Tom holds an honors degree in Planning & Urban Design from the University of New England, Australia.

Daniel Letts
Director
Service Usability Ltd.
London, United Kingdom
“Why Most Services Fail to Deliver”

Daniel has more that 10 years experience in branding and interactive media in the UK, and his areas of expertise have focused on brand experience, web usability and service design. Before setting up SU Daniel worked for a number of agencies and clients such as Wolff Olins, live|work, Media Projects International, First Information Group, The Design Council, Abbey, AOL, BBC, BBVA, BT, DTi, Hutchison 3G, Thinkbox ITV, Reuters, and Unilever. He is also a past lecturer at NMK, University of Westminster and the Surrey Institute of Art and Design, and is a regular speaker at events and contributor to publications about brand, usability and service interaction. Daniel studied Architecture (RIBA II) at the Architectural Association and the University of Westminster, as well as Communication in Computing (MA) at Middlesex University.

Ricardo Marquez
MHCI Candidate
Human-Computer Interaction Institute, Carnegie Mellon University
“Adapting Heuristic Evaluation to Service Design”

Ricardo Marquez believes that ideas are not only the expression of a mental process, they are the fabric with which we invent ourselves as individuals and as society. It is under this perspective that he is currently a member of the masters group at HCII. A passionate believer in developing practical applications for innovative communication processes using new media, Ricardo graduated from the Advertising School at Universidad Central in Bogota, Colombia. Armed with a very eclectic set of skills he has worked in application and development of marketing research techniques, in the creation of advertising and also in graphic design as a member of various companies in different parts of the United States. When he is not devoted to its work at CMU (from where he expects to graduate on the fall of 2006) he loves to explore the world and its people to annotate it in his little writer’s notebook no one knows about—yet.

Glenn Omura
Associate Professor of Marketing
Eli Broad Graduate School of Management, Michigan State University
East Lansing, Michigan
“The Service Design Revolution in Hard Goods Retailing”

Glenn S. Omura is consultant for Photo Marketing Association, a global trade association for the digital imaging industry. He provided the analytical and theoretical foundation for the new photo store concept that shifts sales emphasis from merchandise to services, and that matches the lifestyle of the key segment in the market: Gen X moms. Dr. Omura is on the marketing faculty at Michigan State University where he received the annual Outstanding Faculty Award by MBA students in 2005 and 2006, and the 2003 Quality of Excellence Award at Michigan State. He has been a Vice President of the American Marketing Association, and served on the editorial review boards of Journal of International Marketing, Journal of Macro Marketing, Journal of Developmental Entrepreneurship, and Columbia Journal of World Business.

Pete Pagerey
Senior Software Engineer
IBM Poughkeepsie Lab
Poughkeepsie, New York
“Burnin' Down the House: A Vision of the Data Center of the Future”

Pete Pagerey is a Senior Software Engineer working in the IBM Poughkeepsie Lab. His current assignment is concerned with making z/OS more usable. Previously, he has worked on a range of hardware, software, and information projects, all with the objective of making IBM products easier for people to use.

Rachel Shipman
MHCI Graduate
Human-Computer Interaction Institute, Carnegie Mellon University
“Adapting Heuristic Evaluation to Service Design”

Rachel Shipman received her B.S. in Computer Information Systems from Colorado State University. After graduation she spent five years with Canto Software, makers of the digital asset management system “Cumulus”, first in San Francisco and most recently in New York City. While at Canto she worked as a workflow consultant, plug in developer, and software trainer. She also managed the U.S. technical services team, including tech support for all North American customers. Working closely with internal and external customers gave Rachel insight into the frustrations of users faced with complex software systems. This inspired her to go back to school to learn how to improve usability through the study and practice of HCI methods. She is currently a full-time student in the Human-Computer Interaction Masters program and expects to graduate in August 2006.

Jennie Winhall
Senior Design Strategist
RED: UK Design Council
“Designing New Public Services”

Jennie leads the RED design team. RED is a small interdisciplinary team of designers, social scientists and policy thinkers that creates new services with and for the public. RED is based at the UK's Design Council and lead by Hilary Cottam, Designer of the Year 2005 and 2006 Davos Young Global Leader. Jennie has previously worked for design consultancies in Britain and India, and for in-house design departments in Australia and France. Her work has won awards from the D&AD, the RSA, Germany's Red Dot and the Australian Design Association. As a founding member of the RED team Jennie has been leading on developing a design methodology for addressing public services: Transformation Design.

Jeanette Blomberg
Manager, People and Practices
IBM Almaden Research Center
San Jose, California

Jeanette Blomberg manages the People and Practices group at the IBM Almaden Research Center. The People and Practices group is an interdisciplinary group exploring organizational and work practice enablers of service innovation and delivery. Jeanette’s research focuses on the interplay between people, technology and organizational practices. Since joining IBM Research she has led projects focused on interactions among IT service providers and their clients, collaboration practices among globally distributed sales teams, and new approaches for designing of work-based learning interventions.

Prior to assuming her current position at IBM, Jeanette was Director of Experience Modeling Research at Sapient Corporation where she helped establish the Experience Modeling practice and managed Sapient's San Francisco Experience Modeling group. Jeanette was also a founding member of the pioneering Work Practice and Technology group at the Xerox Palo Alto Research Center (PARC). Over the years her research has explored issues in social aspects of technology production and use, ethnographically-informed organizational interventions, participatory design, case-based prototyping, and work practice studies. She has published on these topics, given numerous invited talks, and offered workshops in the U.S. and Europe on the topic of aligning ethnography with product and service design. Jeanette is the Program Co-Chair of the 2006 Participatory Design Conference. She is also a Fellow of the Society for Applied Anthropology. Jeanette received her Ph.D. in Anthropology from the University of California, Davis where she taught courses in cultural anthropology and sociolinguistics.

Margaret Breslin
Designer/Researcher
SPARC Innovation Program, Mayo Clinic
Rochester, Minnesota

Maggie Breslin is a designer and researcher with the SPARC Innovation Program at Mayo Clinic, a functioning clinical laboratory where design methodologies are blended with the practice of medicine. In this unique environment, she leads teams in imagining and shaping concepts designed to change the way we deliver healthcare. Her prior experience includes strategic design projects for Sony Pictures and Sony Corp as well as a rich background in interaction design, storytelling and motion graphics that spans television, film, games and the web. She holds a Masters in Design from Carnegie Mellon University and a BS in Mass Communications from Miami University, Oxford, Ohio.

Mark Jones
Service Design and Innovation Lead
IDEO
Chicago, Illinois

As the lead for Service Design and Innovation for Chicago, Mark works closely with service companies seeking to reinvent how they serve their customers. Mark’s extensive design background and his broad experience in qualitative and quantitative research methodologies allow him to uncover user issues and convert them into actionable design requirements. Recent projects include retail banking, designing new search services for gen Y and rethinking how a major internet presence serves its customers.

Mark brings 14 years of research and design experience to IDEO. Prior to joining IDEO 7 years ago, Mark was a Researcher at Accenture, where he applied user-centered design methods to develop innovative solutions in the areas of smart environments, wireless services and collaborative tools. Mark’s past experience includes design programs for the Smithsonian Institution, Macy’s, Spiegel, and Levi Strauss. Mark’s research philosophy is based on the principle that the introduction of new products can fundamentally change how people live their lives. Mark’s project leadership focuses on anticipating the nature of those changes and exploring how they influence the design approach of next-generation products and services.

Mark has a BA in Fine Arts from Amherst College, an AAS in Fashion Design from the Fashion Institute of Technology, and a Master of Design from the Institute of Design at the Illinois Institute of Technology.

Rick E. Robinson
Senior Vice President, Research
Luth Research
San Diego, California

Rick E. Robinson is Senior Vice President for Research at Luth Research LLC. Prior to joining Luth, Rick was Global Director for GfK NOP’s Observational and Ethnographic practice. Rick holds a Ph.D. in Human Development from the University of Chicago. He has been a leader in developing and applying observational research as a basis for new product, service, and strategy solutions for nearly 20 years. He was a co-founder of E-Lab, a research consultancy which pioneered new research approaches for understanding the interactions between people and products. In 1999, E-Lab was acquired by Sapient, where Rick became Chief Experience Officer and developed the Experience Modeling (XMod) practice. Among his clients have been BP/Amoco, BMW, Ford, General Mills, General Motors, Hallmark, Intel, McDonald's, Nabisco, Novartis, Pfizer, Samsung, Sony, and Unilever. Rick lectures widely on research and methodology; he is the co-author of The Art of Seeing with Mihaly Csikszentmihalyi, and has numerous publications in journals and magazines. He is currently working on a book on the principles of ethnographic practice for design and product development.