A Tool for Audience Design: A Service Design Perspective on Media Consumption

By Angela Fernandez-Orviz and Simon Biggs.

Published by The International Journal of Design Management and Professional Practice

Format Price
Article: Print $US10.00
Published online: April 3, 2014 $US5.00

We start from the premise that the active involvement of media audiences is a powerful tool for enhancing their experience. Therefore, it is plausible to think that it also has the potential to enhance their engagement with content, brand and creators. We argue here for the potential of these involvement techniques to be systematically considered by media creators as part of both their creation processes and the users’ media experience.
The design-led research carried out by Moving Targets within the Scottish creative industries led to the codevelopment with our industry partners of a brainstorming and strategy planning tool for audience engagement (AET). This tool is both aimed at helping content producers to be strategic at a long-term level as well as to encourage and aid their transition towards more user centered approaches. Using this project as a case study, we argue for the suitability of design techniques to bridge the gap between theoretical research outcomes and their practical applications. We will discuss the role of design thinking in academic research as well as the potential of visual tools to facilitate the transformational role of both academic research and design.

Keywords: Audience Engagement, Service Design, Cocreation

The International Journal of Design Management and Professional Practice, Volume 7, Issue 3, September 2014, pp.1-12. Article: Print (Spiral Bound). Published online: April 3, 2014 (Article: Electronic (PDF File; 1.020MB)).

Angela Fernandez-Orviz

PhD Candidate, Design in Action Project, Design Innovation Institute, Glasgow School of Art, Scotland, UK

Angela Fernandez-Orviz is a service designer with a background in engineering. Her research interests lie in exploring the transformational value of design thinking and visualization as well as the development of collaborative and holistic approaches to problem solving and innovation. Currently, as a knowledge exchange associate at the Moving Targets project, she has a hybrid role between media industries and academia.

Professor Simon Biggs

Professor, School of Art, Architecture, and Design, University of South Australia, Adelaide, Australia

Prof. Simon Biggs is a professor of interdisciplinary arts at University of Edinburgh. He is a media artist, writer, and curator with interests in digital poetics, affective, interactive and performance environments, interdisciplinary research, and co-creation. His work has been presented internationally, in such places as Tate Modern, Pompidou, and Academy de Kunste amongst others. He has spoken at numerous conferences and universities, including ISEA, ePoetry, SLSA, Cambridge, and Brown. His publications include Autopoeisis (with James Leach, 2004), Great Wall of China (1999), Halo (1998), Magnet (1997), Book of Shadows (1996).