The service design promise...delivered? SDN Paris, 2012


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The service design promise...delivered?
SDN Paris, 2012

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The service design promise...delivered? SDN Paris, 2012

  1. 1. October 2012 SDN 2012 © live|work Studio Ltd 1 Globe Theatre, London The service design promise… delivered?
  2. 2. You are scared of our customers! Promise: we have the solution
  3. 3. 2012 © live|work Studio Ltd 3 UNDERSTAND IMAGINE CREATEDESIGN Approach
  4. 4. Understand 2012 © live|work Studio Ltd 4
  5. 5. Imagine 2012 © live|work Studio Ltd 5
  6. 6. Design 2012 © live|work Studio Ltd 6
  7. 7. Create 2012 © live|work Studio Ltd 7
  8. 8. It works! But is not achieving its potential
  9. 9. 2012 © live|work Studio Ltd 9 Madrid Javier, 41 Regina, 18 Cristina, 55 Jesus, 64 Customer Buying Intention Outcome Entrepreneur tariff ! and check bill No sale The system was down Change mobile to Blackberry! with points Change mobile and tariff with points New mobile and SIM (prepaid customer) and fiber optic information No sale Needs father ID in order to proceed No sale Needs to find out consumption and points No sale Unsure and handset out of stock Barcelona Carmen, 55 David, 24 Anna Maria, 56 Antonia, 62 Customer Buying Intention Outcome iPhone for entrepreneur (herself) No sale iPhone not in stock. Needs to call 1004 Info on new phones Blackberry or another handset with points and info on new internet tariff iPhone with points and check ADSL prices No sale Confused with info, needs more time No sale Not enough points need to call 1004 No sale Need points, will also call 1004 to get ADSL Insufficient understanding
  10. 10. 2012 © live|work Studio Ltd 10 Insufficient impact
  11. 11. 2012 © live|work Studio Ltd 11 Insufficient value
  12. 12. !"""""""""""""""""!#$%!&'()#!!"""""""""""""""""" !!!!!""""""""""!*+,)$+$-%!,)(-!!""""""""""" !!!!!""""""""""!(./*$0$!+*)$#%'-$#!""""""""""" !!!""!.')(1'2(%*0$!*+,)$+$-%(%*'-!"" !!""""""!'-&'*-&!3$0$)',+$-%!""""" CONCEPT DESCRIPTION 11-13 years 14 - 15 years 16-17 years 18 - 19 years 20 - 24 years !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! "#$%&'"'(%&!")$* A bespoke team is formed for each young person, together they are responsible for implementing the transitions process. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! "#$%&'"'(%!*$%$+)# "#$%&'"'(%&! *$%$+)# Each team is directed by a transition manager who ensures that protocol is implemented, helps train the sender and receiver to use the tools, and checks that the team are on track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he Sender is the team member responsible for defining the young person's needs and future plan !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! -!+3519!<331!/61B9!26C;6!</6!D69<! B6793;!<3!B67E37F!</6!96;267! 7316 -!&6;267!D@0129!;6629!B73B3951! G0</!</6!<65F!@90;>!>3519!<331!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! -!&6;267!3G;9!5>6;25!E37!</6! :.:!F66H;>!5;2!9/5769!</6! 43FB16<62!+3519!"331!G0</!</6! I76460867I -!);9@769!F0169<3;69!576!F6<!E37! J3@;>!B6793;!5;2!E5F01J -!K090<9!<3!B3990D16!<75;90H3;! I269H;5H3;9I!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! -!L37M9!G0</!I76460867I!<3! 6;9@76!9F33</!<75;9H3;! R e s p o n s #).)'K)# #).)'K)# !-!$2@1<!&34051!96780469 -!.3116>69N!O72!&64<37 The Receiver is the team member responsible for aligning the young person's needs with available resources, and preparing 'destination' options -!#6460867!9@DF0<9!5!;6629P 769B3;96!3@<10;0;>!G/5<!9<6B9! 576!76Q@0762!<3!54/0686!</6! 3867511!<75;90H3;!>351!G0</0;!</6! D@2>6<!5;2!</6!9J9<6F -!';869H>5<69!I269H;5H3;I! 3BH3;9 -!&/5769!269H;5H3;!3BH3;9! G0</!96;267 -!);9@769!</6!4/396;!269H;5H3;! 09!7652J!6>?!43FF@;045H3;! <750;0;>!E37!9<5R -!(8679669!</6!0;<732@4H3;!<3! ;6G!4576!<65F!5;2!269H;5H3;! 6>?!.3;;64<9!<3!D@22J!5<!43116>6!!!! -!(;>30;>!268613BF6;<!3E!J3@;>! 52@1<!E34@90;>!3;!0;26B6;26;46 R e s p o n s :#(.)&& +($S!"((S !!T?!U3@;>!B6793; • First goal setting task initiated at transtion to secondary school • Created by care team and Transitions Manager and shared with adult services (Receiver) • Goals focus on independence and the young person's final destination (eg. college, • 'Reciever' (eg Adult Services) gives feedback on goals to ensure they are realistic & achievable • Each goal and milestone has a task 'owner' who is responsible for making it happen • Goals and related milestones reviewed and renewed at yearly PCP meeting and progress tracked in between • New goals set in response to progress made • Task owner accountable for milestones being met • Transition plan confirmed • Transitoin plan is implemented • Opportunity for family to reflect on gains made over time • New goals set for adulthood A p a p e r b a s e d V?!:576;<9W.5767 • Goals for parents and family focus on supporting and strengthening the family • Sender responsible for making sure milestones are met • Goals and related milestones reviewed and renewed at yearly PCP meeting and progress tracked in between • New goals set in response to progress made • Opportunity for family to reflect on gains made over time • New goals set for family A p a p e r b .(X(#"!,$"$Y$&) A tool that captures the live data for yearly cohorts of young people who will fall within the remit of transitions. This allows for proactive planning and market stimulation for changing patterns of demand on adult services from year to year. • Data gathered and tracks identified for each young person (eg. high support, crisis support, independence support) • Any complex cases highlighted • Initial picture of post-transition resource needs created for the cohort • Alert sent to Transitions Manager eg. Assign adult social worker, check that PCP meetings have been scheduled • Yearly reviews of cohort allows database to be kept up- to-date • Reports run and shared across care team • Discrepencies between cohort transition needs and available resources in adult services flagged – leading to market stimulation of necessary resources • Placements in adult services input into database • Follow-up identifies shifts in needs – ex. some young people may be on track to transition down to part-time care or embark on vocational training in early adulthood A w e b b a s e d t o '&&Z)&!$,,#)&&),! !!!!!!!!!#(S)!([!:$#)%"!'&!Z%,)#!K$SZ), !!,<9>@:!H>>=7!J5FC>!F7!D><9A !!,<9>@:!>LB5I>9>A!!H59!F@A>B>@A>@C> !!!,<9>@:7!<9>!<==F;@>A!IF:D!:D>!B=<@ !!!!!!!!!"((!S'""S)!"((!S$") !!!!$@7M9>7!B95:5C5=!F7!FLB=>L>@:>A! (==5I!H59!+<96>:!7GLM=<G5@ %D>9>!<9>!@5!7MB9F7>7 ,=<@@>A!L5J>!:5!NA>7G@<G5@N 2>AMC>A!@MLP>9!5H!H<F=>A!B=<@7 !!!!!!!!!,'[[)#)%"!:$.)& !!!!.5LB=>T!C<7>7!FA>@G8>A!><9=K!! !!!!!!!!!.(%[S'."!'%!")$* O ,>975@!C>@:>9>A!<BB95<CD %<F=59>A!B=<@!H59!K5M@;!B>975@ '@;5F@;!B=<@@F@;!H59!K5M@;!B>975@ !3F7G@C:!:><L!95=>7!FA>@G8>A! &5<=7!H59!<AM=:D55A!<9>!9><=F7GC .5==<P59<GJ>!:><L!9>AMC>7!C5@UFC: ")$* A tool that helps the young person and their parents/carer to set goals for the future, and the steps needed to achieve these. Enables the young person to be better prepared for adulthood and for the parents/carers to be stregnthened and supported. 2011/12 Numberofpersonsneedingsupportatage18 Full-time support No PCP meeting scheduled Create report 5 year 3 year 1 year Potential Crisis Support Independence Support 2012/13 2013/14 2014/15 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 2015/16 2016/17 2017/18 2018/19 James Miller Anthony Paige Gill Kelly David Bellfry Alicia Mayer Eleanor Ware Michelle Stubbs Kenneth Williams Young person goal template Family goal template Logged in as Transitions ManagerTransitions Forecasts of Support Needs of Children Entering Adult Services Reporting Tools Key James Miller 16 2 Years until transition Next action: PCP meeting 23 Transitions Manager Key Service ProviderFamilySender Receiver Young Person Goals PracticalEmotional Communication Safety/Care/Health Work/Hobbies Mum = Person in charge Family Friends Fun Meaning ............ Home Mobility Leave Home See Mum & Dad twice a week Keep in touch with friends post school Cinema club Weekends away Keep up my music Travel AloneTake bus alone Music lessons Apply to music school Cook myself dinner 14-15 16-17 18 ? (new social worker) Mum Me Improve my confidence in talking to others Dad & Teacher Me Mum & Dad 19-2411-13 Family Goals PracticalEmotional = Person in charge ............ Leave Home 14-15 16-17 18 19-2411-13 Sleep training See Mike at weekends Make plans with friends Weekends away Leave Mike alone for half hour at a time Family holiday Help with transport to day care Plan for college payment Adult social worker Mum All family Watch Johnny play football at the weekends Dad Parent Group 8 hours sleep a night Mum and Mike Meals out Mum and Dad Other children Finance Transport Family Friends Fun Trust Sleep Leisure Insufficient proof 2012 © live|work Studio Ltd 12
  13. 13. We are scared of our customers!
  14. 14. We are scared of our customers! Deliver: business design that addresses the organisation as well as the customer
  15. 15. External FactorsActors Customers ServicesRelationship Organisation Copyright 2012 live|work Studio Ltd Product Brand communications Customer Engagement Customer Experience Outside-in Inside-out
  16. 16. 2012 © live|work Studio Ltd 16 Deeper understanding
  17. 17. 2012 © live|work Studio Ltd 17 Significant impact Consider   Buy   Receive & set-up   Early use   Use   Incident   Reconsider   CONSUMER lifecycle   Aware Interested Ready to buy Decide   Commit Admin Pay   Receive Install Activate Configure   Learn Explore   Normal use Change use Change situation   Occurrence Identify Resolve Escalate   Susceptible Look around   CUSTOMER engagement   Support   Sell new   Resolve   Retain   Service EquityTM   Educate   Relevant   Follow-up   Personalise  
  18. 18. 2012 © live|work Studio Ltd 18 Long-term value
  19. 19. Demonstrable proof 2012 © live|work Studio Ltd 19
  21. 21. @breasy