Keynote by Pedro Custódio, Experience Designers
Speaker at NEXT Service Design 2012

Over the years, Pedro Custódio has accrued a great deal of knowledge in the fields of user experience, usability and product development. At NEXT Service Design, he shared some of his insights.

To Pedro, a Product and Service Experience Strategist, Service Design is about creating meaningful experiences and meaningful interactions – for and with the customers. It’s not about the products themselves anymore (their features can easily be replicated), it’s about differentiating products by creating new ideas and emotional interconnections.

Many companies think that they have an experience strategy, but Pedro found that only a few know who their users/customers are and what they want! But customers are going more and more online, and they become more and more demanding. They are in control!

“So get a strategy! Stop doing business as usual,” Pedro says, otherwise the result might be bankruptcy. No one says this is going to be easy, but it’s worth it. In his talk, Pedro shows how to get started.

This sounds very much in line with NEXT Berlin’s topic for the conference on April 23 & 24 2013: Here be dragons! There, digital experts will show you some dragons and how to ride them.