Ateliers - Biennale To Business #3

Thursday 2 April 2015

14:00 - 16:30

The Cité du Design, The user first!

So that every story is written by the person who lives it, this workshop will be geared towards encounters and perspective. In it, the participants will be invited to examine the theme of expectation. How to identify it, support it, channel it? From the strength of the collective to the individual contribution, and taking in the in-situ experience, the participants will experience the first sequences of the ideation process, get an idea of the main outlines of design-centred thinking and produce concepts for services and/or products in response to an identified problem.

User experience and other stories,
As a design resource platform in Saint- Étienne, the Cité quickly came to be seen as a facilitator of the designer/ company relationship, in order to promote and foster the emergence of design-centred thinking in projects. Observing uses and practices, the user experience, so many decisive factors for the ideation and conceiving of products, services and systems. In this respect, its Business & Innovation team, dedicated to public authorities and economic actors, has set up several support mechanisms. Among them are short modules called workshops that can initiate participants through experience. In 2 hours or a whole day, the trainees discover the processes of ideation, collective creation, scripting or rapid prototyping. The design experience? It's in Saint-Étienne!

Sound to sight: Experimenting with sound design and sensory communication,

Sensory design is a component of design that is more and more appreciated by designers and industrialists, but which lacks a common basis enabling multidisciplinary teams to exchange easily. Sound design, a discipline of sensory design, has applications in a wide variety of areas: from architecture to the product, from digital tourism to industry and research. The question of the transmission of concepts is a particularly delicate one in this field, in a context where the predominant sense in our cultures is sight. Sound, tones, rhythms and timbres are so many parameters that assembled in such and such a way draw on our collective imagination to create mental images which are specific to each of us. How can we create a sound connection between a design, a brand, a material and a use, which can be discussed, worked on, modified by a team of designers, marketers, engineers or psychologists? The aim of this workshop is to learn how to collectively determine a graphic or sound universe to illustrate a product, the values of the brand and the persona of its primary user. The aim of this tool being to orient the reflections of sound designers when creating signals for contexts that are those of each participant. To do this, the teams will have to analyse a product and its context in a short time and then opt for a rendering mode combining key words, images and sounds taken from the collective imagination (a sound bank and the internet will be available). Then they will have to propose sound concepts associated with the functionality of the object taking account of space, gesture, context, materials...

Antoine Charon,
Antoine Charon's educational background is artistic and technological, with a musical orientation, which he later linked up with design on another course before taking the Masters in Sound Design at ESBA TALM (the Fine Arts School in Le Mans). In particular, he has worked for the LAPS sound design agency and for a variety of sound-related artistic and scientific entities. In 2013, he set up a sound design agency with Florestan Gutierrez, Sound to Sight in Le Mans. Sound To Sight is an industrial sound design agency which focuses its expertise on the fields of transport, the object, signage and set design. It uses innovative tools that enable communication within multi-disciplinary teams as part of sensory approaches - wherever "putting emotion in words" is a challenge.

Agence Attoma: The real life of design,

We have been hearing in France about designing the user experience, service design or customer journeys for so long that we might well think that these methods are now wellanchored in companies' practices and that we have a good command of how to use them. And yet, this is still not the case. Giuseppe Attoma Pepe will be offering a workshop dedicated to the investigation of practices: what happens in real life, why do things work when they do work ... and why don't they work, when they don't? Giuseppe offers the participants the chance to explore the design process with the methods of service design, with the aim of clarifying the «brakes» and «pain points», and in particular the problems of aligning the actors with the operating models throughout a standard process. Imagine a sort of reverse engineering of a failure, where you are looking for the original error, if there was one, or the imponderable jinxes that sometimes cause a project to fail. During the workshop, which is aimed particularly at designer managers or more generally at those in charge of projects in companies, the participants are invited to present their own experiences. Although it is not forbidden to bring good practices and success stories into the mix, the idea is nevertheless to go beyond a certain militant, idealised narrative that projects a vision of design as necessarily a good thing, and to look for levers we can pull to optimise processes and practices.

Giuseppe Attoma Pepe,
CEO and Senior Design Strategist at Attoma, a European agency whose expertise is in service design and user experience, Giuseppe Attoma Pepe was born in Italy, where he studied Communication Sciences and Architecture. Passionate about optimising the human experience in real life by applying the methods of design, he has a particular interest in the way the practices of companies and organisations are developing their practices to take better account of the issues around usage in their innovation strategies. Created in Paris in 1997, Attoma is a now a European agency (Paris, Milan, Berlin) with over 30 people, including 20 in France, regularly working with major clients such as Thales, Schneider Electric, Arcelor Mittal, Oxylane, Orange, Telecom Italia, SNCF, RATP, Société du Grand Paris, etc...
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