Designing with a Service Perspective: A Bronx Tale

Bruce Esrig
Event date: 
March 17, 2011 - 6:30pm - 8:30pm
Drew University (RSVP at event link for details)
76 Madison Ave
Madison, NJ
United States
See map: Google Maps
Event description: 

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 best.

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 work.

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 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.

Future sessions:

   - Thursday, April 7th, 2011, Whitney Quesenbery on Storytelling

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