In 2009, a group of experience designers entered an international
design competition to envision the revitalization of the long forgotten,
but once beautiful Bronx Grand Concourse. They were out of their
element; competing against international teams of architects, urban
planners and interior designers. But among hundreds of design entrants,
they were judged among the top 35… they were delighted. In the second
round, they made it to the final 7. As a result, their work was featured
at the Bronx Museum of the Arts for 6 months. How did they make it to the finals?
They were the only entrants to actually listen and learn from the
‘users’ of the Concourse. But more importantly, they reframed the design
problem to be more about the service relationship between the city and its people.
In the design competition, Laura Keller of MISI Company led a team
that employed a holistic, service-oriented and community-centered
approach to envisioning the 4-mile Bronx Grand Concourse. She will
explain what went into this unique project, and what prompted the
sponsors of the design competition, Design Trust for Public Space and
the Bronx Museum of the Arts, to recognize their proposal as one of the
On March 17 at 6:30pm at Drew University in Madison, NJ, Laura will discuss service design as
an emerging field that user experience professionals and business
thought leaders can leverage. This session will help you learn how
applying a service design perspective can increase the impact of your
For over 10 years, Laura Keller has focused on representing the human element in any
interaction with a brand through actionable, business-impacting insight
gathering. At MISI Company, she has led multiple cross-channel
experience design strategy engagements for clients. Clients include
AstraZeneca, Hachette Book Group, Prostate Cancer Foundation, the NBA,
Pfizer, and Glaceau. Her passion lies with intersections between
experience design and the physical, wayfinding and service design
spaces. She is a member of the Citizen Designer group, based in NY.
The favor of a reply is requested. RSVP at the event page on meetup.com. The event page also contains details about how to find the meeting room for the event.
Please stop for food on the way to the session, or bring a salad or
sandwich to nibble on during the networking at the beginning.
- Thursday, April 7th, 2011, Whitney Quesenbery on Storytelling