BERG worked with the advertising and media giant Dentsu on a number of projects as they established their London presence in 2010. Probably most notable was the speculative and beguiling iPad Lightpainting project which got widespread media coverage of their “Making future magic” positioning.
I was involved in the service design concept and ideation stages of this piece, entitled “The Journey”, which looked at physical/digital enhancements to the experience of a railway journey for Dentsu’s train company client. The film was then realised by Timo Arnall, Jack Schulze and Campbell Orme.
There’s more detail in my piece at the archived BERG blog, but many of the concepts in the early part of the film are around the experience prior to the journey within the station.
We examined how a digital thread of personalisation can connect through ticketing, way-finding and product design to increase confidence, delight and reduce anxiety in what can be a very stressful situation.
Another theme is the use of proximity and ‘proxemics’ to offer different information at different scales / distances to guide people through the service experience.
Some of this is on digital screens, but other pieces - such as this sketch showing a potential ticket/seat reservation experience involve on-demand print to orient and reassure the traveller.
Once the passenger is onboard and relaxed - we look to use personalised on-demand ticket printing for more playful ends, such as a very analog ‘augmented reality’ experience where landmarks that can be seen from their seat are called out for timed waypoints through their journey.
