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Edenspiekermann at Next 2012

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  • 1. edenspiekermann_service design –buzzword or magic method?Pia Betton, Managing Partner8th of October 2012berlin amsterdam stuttgart san francisco
  • 2. edenspiekermann_about piaBackground in Design, Innovation andCorporate Change.Today: Strategy, Design Thinking,Service Design, Concept Making,Change Facilitation.
  • 3. edenspiekermann__pia’s mission:support people to change and growpersonally
  • 4. edenspiekermann_
  • 5. edenspiekermann_ We are an international agency for strategy, design and communication in Amsterdam, Berlin and Stuttgart.
  • 6. We are thinkers, designers, consultants,concept developers, copywriters, coders,visualisers and realisers.We are experts in communication andinteraction.We are 97 people from 15 nations.
  • 7. edenspiekermann_
  • 8. edenspiekermann_what has changed –and how does it affect us?
  • 9. edenspiekermann_from corporate to social
  • 10. edenspiekermann_from corporate to social One company, one world, everywhere 1990
  • 11. edenspiekermann_from corporate to social One company, one world, Branding – designing everywhere brand messages 1990 1995
  • 12. edenspiekermann_from corporate to social One company, one world, Branding – designing Experience design and everywhere brand messages designing brand experience 1990 1995 2000
  • 13. edenspiekermann_from corporate to social One company, one world, Branding – designing Experience design and Social & service experience everywhere brand messages designing brand experience 1990 1995 2000 2008
  • 14. edenspiekermann_from corporate to social Importance of design thinking and design research methods in our work One company, one world, Branding – designing Experience design and Social & service experience everywhere brand messages designing brand experience 1990 1995 2000 2008
  • 15. edenspiekermann_a paradigm shift: from corporate to social
  • 16. edenspiekermann_a paradigm shift: from corporate to social by order hierarchical structured restricted knowledge top down gradual products
  • 17. edenspiekermann_a paradigm shift: from corporate to social by order social hierarchical together structured spontaneous restricted knowledge share & spread top down among equals gradual in real time products services
  • 18. edenspiekermann_a paradigm shift: from corporate to social
  • 19. edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:
  • 20. edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are about contributing rather than directing
  • 21. edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are about contributing rather than directing_a good service is as important as a good product
  • 22. edenspiekermann_a paradigm shift: from corporate to socialnew thinking challenge designers and clients alike:_brands are about contributing rather than directing_a good service is as important as a good product_we are not the experts any more – the customers are
  • 23. edenspiekermann_in many cases, the introduction ofservice design thinking marks the end ofthe use of traditional marketing methods
  • 24. edenspiekermann_how service designinfluence the way we work
  • 25. edenspiekermann_
  • 26. edenspiekermann_ identity & brand design
  • 27. edenspiekermann_ identity & brand design digital products & services
  • 28. edenspiekermann_ identity & brand design digital products & services enabling change
  • 29. edenspiekermann_ identity & brand design digital products & services enabling change service design
  • 30. edenspiekermann_ identity & brand design digital products & services enabling change service design
  • 31. edenspiekermann_ identity & brand design digital products & services enabling change service design
  • 32. edenspiekermann_
  • 33. edenspiekermann_three case studies:
  • 34. edenspiekermann_three case studies:
  • 35. edenspiekermann_three case studies:_how to successfully introduce new technology
  • 36. edenspiekermann_three case studies:_how to successfully introduce new technology_how to create a service culture
  • 37. edenspiekermann_three case studies:_how to successfully introduce new technology_how to create a service culture_how to make a change process relevant
  • 38. edenspiekermann_case study 1:how to successfullyintroduce new technology
  • 39. edenspiekermann_
  • 40. edenspiekermann_screenflow
  • 41. edenspiekermann_
  • 42. edenspiekermann_user reactions “I think the bump thing is cool” “I would only bump with friends” “Bump doesn’t fit with financial transactions”
  • 43. edenspiekermann_feedback on payment process
  • 44. edenspiekermann_
  • 45. edenspiekermann_service design in digital technology:_our client would normally developa white paper (technology focus) tointroduce the bump technology._with the working prototype, theycan now offer a white label serviceproduct.
  • 46. edenspiekermann_case study 2:how a brand can createa service culture
  • 47. edenspiekermann_ The new Avantgarde. Living ahead! 3 NEXT GENERATION AVANTGARDE All you Avantgarde3 | Otto Bock HealthCare 2
  • 48. edenspiekermann_
  • 49. edenspiekermann_
  • 50. edenspiekermann_edenspiekermann_ Die Marke Otto Bock _09.11.2010exploring the service value chain zielgruppenspezifische ansprache User Anwender Doctor Ärzte insurance Kostenträger Technician Techniker
  • 51. edenspiekermann_
  • 52. edenspiekermann_independenceand quality for life
  • 53. edenspiekermann_
  • 54. edenspiekermann_
  • 55. edenspiekermann_service design in branding:_culture: shift focus from technology tocreating value for stakeholders_communication: focus on personalstakeholder relationships and values
  • 56. edenspiekermann_service design for culturalchange?
  • 57. edenspiekermann_case study 3:how to make a changeprocess relevant forpeople from very differentcultural backgrounds
  • 58. edenspiekermann_
  • 59. edenspiekermann_ internal campaign“diversity is our advantage”
  • 60. edenspiekermann_implementing different aspects of diversity
  • 61. edenspiekermann_ step 1: create an awareness for the subject
  • 62. edenspiekermann_introduce corporate goals
  • 63. edenspiekermann_
  • 64. edenspiekermann_ step 2: explore what diversity means for approx. 20,000 managers worldwide
  • 65. edenspiekermann_40 personal stories about diversity Florian Bankoley Bernhard Straub Ulrich Kurfiß Geschäftsführer der Mobility Media Bereichsvorstand mit Zuständigkeit Weiterbildungsreferent am Standort Ute Lepple Erich Reichel Jumana Al-Sibai GmbH in Berlin, Deutschland. für kaufmännische Aufgaben im Stuttgart-Feuerbach, Deutschland. Kaufmännische Leiterin Produktbereich Meister im Bosch-Werk in Nürnberg, Verkaufsleiterin im Geschäftsbereich Trainee in Bühl, Stuttgart und Wuxi/ Geschäftsbereich Elektrische Antriebe, Mit 24 bereits Ausbildungsmeister in Zubehör bei Bosch Power Tools in Solo- Deutschland. Gasoline Systems in Schwieberdingen, Véronique Krüger China, einst einziger Betriebswirtschaft- Deutschland. Rutesheim, hat er an allen Diesel-Stand- thurn, Schweiz. Dem begeisterten Familienvater ist sein Deutschland. Wissenschaftliche Mitarbeiterin in ler unter Ingenieuren im schwedischen Der Diplom-Wirtschaftsingenieur hat in orten weltweit gearbeitet – und feierte Die Diplom-Betriebswirtin mit einer Lei- Privatleben so wichtig wie ein gutes Sie ist eine der Top-Frauen im Bosch- der Forschung und Vorausentwicklung Kundenteam, heute einer der jüngsten Karlsruhe studiert und zusätzlich einen im September 2011 sein 40-jähriges denschaft für Bergsport und klassisches Arbeitsklima. Als erster im Werk hat er Management und bekam im September Mikrosystemtechnik in Stuttgart, Geschäftsführer einer Bosch-Tochterge- Master in Systemanalyse sowie seinen Dienstjubiläum. Der Werkzeugmacher- Ballett lebt mit ihrem Ehemann seit ein flexibles Arbeitszeitmodell durchge- 2011 ihr zweites Kind. Familie und Deutschland. sellschaft. Als Basketball-Trainer ist er Doktor in Wissenssoziologie erworben Meister baute in Wuxi/China den Bereich 10 Jahren in der Schweiz und hat eine setzt, das heute weitere Kollegen nutzen Karriere zu verbinden ist für Sie natürlich Die Physikerin und dreifache Mutter Vorbild für Jugendliche – und nennt als – beides in London. Er war als einziger Weiterbildung mit auf und begeistert sich dreijährige Tochter. Sie zeigt berufliche können. So teilt er sich mit seiner Frau – genauso wie die Arbeit als eine von arbeitet oft als einzige Frau im Männer- sein eigenes Vorbild Franz Fehrenbach: Deutscher unter 2.500 indischen Kollegen für die chinesische Kultur. Vielfalt: Nach ihrem Studium an der die Kinderbetreuung und beginnt zwei wenigen Frauen im technischen Umfeld. team. Sie engagiert sich im Mentoring wegen dessen Authentizität. und später für Bosch in Japan tätig. Berufsakademie hat sie bisher in den Tage in der Woche um 12 Uhr bei Bosch Vielfalt als Chance zu nutzen, lernte die sowie in den Netzwerken „Heratec“ und Heute mit einer kenianischen Inderin Ulrich Kurfiss Bereichen Logistik, Personal, Revision – bei Bedarf bleibt er dafür gerne mal Halb-Araberin schon seit Beginn Ihrer „Für Bosch ins Ausland und zurück“. Ein Florian Bankoley verheiratet und zweifacher Vater, gehört Training Instructor at the Stuttgart- und Einkauf gearbeitet. länger. Laufbahn: im Ausland und bei früheren Burn-out hat sie gut überstanden und CEO, Managing Director, Mobility Media Vielfalt für ihn beruflich wie privat einfach Feuerbach plant, Germany. Arbeitgebern. forscht heute auf der Schillerhöhe. GmbH in Berlin, Germany. dazu. Having become a senior instructor at Rutes- Ute Lepple Erich Reichel Having started out as a trainee in Bühl, heim at just 24 years of age, he has worked Senior Vice President Finance and Admin- Foreman of the Bosch plant in Nuremberg, Jumana Al-Sibai Véronique Krüger Stuttgart, and Wuxi, China, and with the Bernhard Straub at every Diesel location around the world istration Accessory, Bosch Power Tools, Germany. Senior Vice President of Sales in the Scientific associate of the Corporate experience of being the only business eco- Executive Vice President responsible for – and in September 2011, he celebrated Solothurn, Switzerland As dedicated family man, he places just as Gasoline Systems Division, Schwieberdin- Research for microsystem technologies nomist amongst a whole group of engineers commercial matters in the Electric Drives his 40th year of service with Bosch. As a She is a MBA graduate with a passion for much importance to his private life as on gen, Germany in Stuttgart, Germany. on the Swedish customer support team, division in Germany. master toolmaker, he helped to set up the alpine sports and classical ballet and has enjoying a a good work atmosphere. He was She is one of the top women in Bosch She holds a PhD in physics, is a mother of he is now one of the youngest CEOs ever A qualified industrial engineer, he studied training program in Wuxi/China, where been living in Switzerland with her husband the first person at the Nuremberg plant to management and her second child was three, and is often the only woman working to lead a Bosch subsidiary. As a basketball in Karlsruhe before moving to London he developed a passion for the Chinese for ten years. They have a three-year-old introduce flexible working hours, which born in September 2011. For her, com- in a team of men. She is actively involved in trainer, he provides a role model for young where he completed an additional Masters culture. daughter. Her career has been a very other colleagues at Bosch now can benefit bining work and family is perfectly natural mentoring, and in the networks “Heratec” people – and as his own role model, he degree in systems analysis, as well as a diverse one: since graduating from vocatio- from. Twice a week he starts work at noon, – as is being one of the few women working and “Abroad and back for Bosch.” After looks up to Franz Fehrenbach, inspired by doctorate in the sociology of knowledge. He nal college, she has worked in the fields of so that he can support his wife and look in a male-dominated technical environment. suffering a burnout, she has rediscovered his authenticity. was the sole German among 2,500 Indian logistics, HR, auditing, and purchasing. after the children in the mornings. In return Of mixed Arab descent, she learned right her equilibrium and is now carrying out colleagues and later working for Bosch in he is content to stay at work a bit longer, if from the beginning of her career to use top-level research at the Schillerhöhe. Japan. Now married to a Kenyan Indian necessary. diversity as an opportunity – both abroad and proud father of two, diversity comes and with previous employers. naturally to Bernhard, both at home and at work. Vielfalt ist unser Vorteil Vielfalt ist unverzichtbar, um im globalen Wettbewerb erfolgreich zu sein. Und: Vielfalt hat viele Gesichter. Diversity is our advantage. Blindtext. One day however a small line of blind text by the name of Lorem Ipsum Tragen Sie dazu bei, auch im Bereich der Gender Diversity unser ganzes Potenzial zu nutzen – denn mit mehr decided to leave for the far World of Grammar. The Big Oxmox advised her not to do so, because there were gemischten Führungsteams können wir nachweislich bessere Ergebnisse erzielen. thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen.
  • 66. edenspiekermann_managers as role models
  • 67. edenspiekermann_service design in change processes:_the change process is rooted in theculture of the organisation._focus on personal motivations andrelevance, not on the underlying strategy
  • 68. edenspiekermann_a recent challenge…service design toimplement anidea-driven culture
  • 69. edenspiekermann_
  • 70. edenspiekermann_
  • 71. edenspiekermann_
  • 72. edenspiekermann_explore the cultural motivations and barriers enabling innovation Create a culture of active idea contribution
  • 73. edenspiekermann_explore the cultural motivations and barriers I understand why I understand the my contribution process is important enabling innovation Create a culture of active idea contribution I get inspiration Great people in and support from the organisation the management contribute
  • 74. edenspiekermann_identify break-downs and best practice in current culture
  • 75. edenspiekermann_service design in internal processes:_identify break-downs in cultureand processes_identify motivations and relevance_create a new process based on theemployee “customer journey”
  • 76. edenspiekermann_three importantlessons we have learned
  • 77. edenspiekermann_
  • 78. edenspiekermann_organisational structures andhierarchies often get in the wayfor implementing a good servicedesign experience across allplatforms
  • 79. edenspiekermann_
  • 80. edenspiekermann_
  • 81. edenspiekermann_
  • 82. edenspiekermann_ decision making processes need to overcome hieracical and organisational borders
  • 83. edenspiekermann_
  • 84. edenspiekermann_is service design always worth it?
  • 85. edenspiekermann_
  • 86. edenspiekermann_ the organisation needs to be capable of conducting the necessary changes to achieve an appropriate return on investment
  • 87. edenspiekermann_
  • 88. edenspiekermann_where do the goodideas come from?
  • 89. edenspiekermann_“If I had asked people whatthey wanted, they would havesaid faster horses.” Henry Ford
  • 90. edenspiekermann_
  • 91. edenspiekermann_ how much research is necessary?
  • 92. edenspiekermann_
  • 93. edenspiekermann_ you need to make the leap
  • 94. edenspiekermann_ so, service design – buzzword or magic method?
  • 95. edenspiekermann_ service design can be a strong tool, but it needs a broader scope in order to create sustainable value
  • 96. edenspiekermann_thank youwww.edenspiekermann.comberlin amsterdam stuttgart san francisco