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Sketchnotes
October 3-4 // San Francisco
The Service Experience Conference brings
together designers and business leaders
to address the practice and execution of
service design.
Programmed and brought to you by
Adaptive Path, an experience design
consultancy committed to forwarding the
practice of experience design.
@katerutter
intelleto.com
Sketchnotes by:
Sketchnotes from
The Service Experience Conference 2013
October 3-4, 2013 in San Francisco
adaptivepath.com
@adaptivepath
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
When Service Design
Meets the Divided
Company
What happens when a service design
project meets a hierarchical, divided
company?
Dave talks about the importance of culture
and provides a method that anyone can
use to map and understand the culture of a
team, group or organisation.
Keynote
October 3, 2013 | 9:10-10:00am
Founder and CEO
liminl
Dave Gray
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Shaping Conversations
and Establishing
Common Ground
Customer stories and service blueprints
can engage decision makers and support
service implementation across diverse
teams, but the conversations that these
tools spark (or lack thereof) make all the
difference.
What role can service designers play in
shaping these conversations and how can
visual tools be used as a catalyst for
diverse teams to establish common
ground? How do you align across roles,
functions, and even entire organizations to
invest in and deliver a cohesive experience
to your customers? Kyle shares his
experiences and insights.
October 3, 2013 | 10:00-10:30am
Service Design
Consultant
Philips Design Healthcare
Kyle Vice
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Youʼre Almost Home!
Recognizing Emotion in the
Mortgage Business and
Enhancing it Through Service
Design
Nobody wants a mortgage. They want a
home. But getting a mortgage is
notoriously complex and stressful.
USAA turned to service design to help. In
this talk, Andrew shares some of the things
they’re learning along the way.
October 3, 2013 | 10:50-11:20am
Product Management
Director
USAA
Andrew
Becker
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Optimizing Your
Customer Design Value
Customer Experience Management (CEM)
is an essential practice of successful
organizations today. Diane presents an
introduction to CEM, how to drive and
measure the impact, and the value of
holistically designing your customers
experience at every touchpoint.
October 3, 2013 | 11:20-11:50am
Customer Experience
Executive
AT&T
Diane
Magers
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Iʼll Meet You at the
Business Model:
Applying Design Methods to
Business Strategy
In many organizations, design and
business co-exist as distinct silos.
However, a whole world of possibilities
opens up when designers—and their way
of thinking—become an integral part of the
business strategy and execution process.
This discussion shows designers how the
methods they already know by heart—
visualization, prototyping, co-creation, and
iteration—are essential to forming novel
business models and executing new
concepts in the market.
October 3, 2013 | 11:50-12:20pm
Andrew
CrowBrand & Experience
Design Director
GE Design &
Experience Group
Senior Design Consultant
Peer Insight
Jessica
Dugan
CEO &
Chief Inspiration Officer
Peer Insight
Tim Ogilvie
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Product Design : Service
Design : Product
Management : ????
Service design addresses the
shortcomings of typical product design for
helping businesses understand and deliver
on holistic customer relationships over
time.
However, design alone is insufficient for
ensuring this delivery. Businesses are still
in the thrall of product management
practices that emphasize requirements,
ship dates, and short-term analytics.
Peter talks about how we must redefine
how companies coordinate and
operationalize their service delivery,
moving away from models that made sense
in mass manufacturing.
October 3, 2013 | 1:30-1:40pm
VP of Global Design
Groupon
Peter
Merholz
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Itʼs the Experience that
Matters
What does an organization known for
“shushing” people, penalizing slow readers
(you know you owe fines) and maintaining
order right down to the decimal point know
about service design? A whole lot more
than you might imagine.
Melanie shares how her library transformed
from the inside out with a renewed and
intentional focus on the customer
experience, and shares examples of how
this and other libraries are making its
customer promises real through their
people, places, processes and promotions.
October 3, 2013 | 1:40-2:10pm
Executive Director
Richland Library, Columbia, SC
Melanie
Huggins
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Navigating Through
Complexity:
Assessing Impact through
Experimentation
Complex systems, such as health care, are
large, interconnected structures that often
fluctuate between organized and chaotic.
This inherent complexity makes it
necessary for us to have an actionable
service vision that sets a foundation for
change and methodologies that allow us to
experiment with new ideas while measuring
their impact.
This talk explores the role and benefits of
active experimentation and highlights
impact analysis in our design process and
why it is effective for the practice of service
design.
October 3, 2013 | 2:10-2:40pm
Senior Service Designer
Mayo Clinic Center for
Innovation
Meredith
DeZutter
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Disrupting Corruption:
An Ethnographic Approach to
Better Public Service Delivery
The mismanagement of public funds by
institutions of governance is too often
diagnosed simply as “corruption”. As a
result, the economic models and
technocratic measures policymakers
deploy to tackle “corruption” and deliver
better public services too often fail as well.
In this talk, Dave discusses how his firm
blends ethnography, development
economics, design, and public policy to
better understand and address the root
causes of why public institutions fall short
of their promises to the people they serve.
October 3, 2013 | 2:40-3:10pm
Director of Programs
Reboot
Dave
Algoso
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Get Real, Fast:
Service Prototyping for Innovation
Rough and ready prototyping in the form of
sketching, storyboarding and scenario
development, crude mock-ups, and role-
playing, are all part of a service design
team’s “build to think” toolkits.
In this talk, Justin explores different
methodologies for rapid, real-world
prototyping.
October 3, 2013 | 3:30-4:00pm
Interaction Designer
gravitytank
Justin
Rheinfrank
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
What it Takes to Become a
Superb Service Designer
Service designers help clients create better
business models, deliver better services
and stage better experiences across
multiple processes, channels and
touchpoints.
This talk outlines the competencies and
roles that are essential for any service
designer to master.
October 3, 2013 | 4:00-4:30pm
Senior Strategist in
Design-Driven Innovation
and Branding
SCAD
Robert
Bau
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
5 Things I Wish I Knew:
A Service Design Journey
Nine years ago, Jamin started a journey
into Service Design. Now, after years of
working in the field, convening
conversations in the design community and
leading service design projects for a wide
variety of companies, he shares what he
wishes he’d known at the start of his
Service Design work.
Keynote
October 3, 2013 | 4:30-5:20pm
Design Director
Adaptive Path
Jamin
Hegeman
coming soon
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Digital Services at
Marriott
In the last two years Marriott has
developed a digital services roadmap that
will transform how Marriott hotels engage
their guests and support their needs
throughout the travel lifecycle.
Mariana shares the story of two specific
innovative products that they have been
developing and are poised to roll-out to the
brand’s 850 hotels worldwide.
October 4, 2013 | 1:10-1:40pm
Vice President of Digital
Experience
Marriott International
Mariana
Cavalcanti
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
How Snow White is
turning Airbnb into a
Service Design Company
Airbnb embarked on a strategic project
that transformed how they think about the
product, their customer and the experience
they deliver.
In this talk, Rebecca shares an insiders
view of the project called “Snow White” and
what they’ve learned as a result.
October 4, 2013 | 1:40-2:10pm
UX Design & Research
Airbnb
Rebecca
Sinclair
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Future Perfect:
We Will Have...
What’s the purpose of business? Is it a
solely a profit-making venture, or is profit
the outcome of how you engage and serve
a customer?
In this talk, Brandon lays out a new
framework for the future of business and
introduces the mindset and behaviors
needed to successfully navigate 21st
Century problems.
October 4, 2013 | 2:10-2:40pm
CEO
Adaptive Path
Brandon
Schauer
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Moving Fast:
Service Design for
Transportation Startups
Greenstart, a venture design studio for
startups, partnered with two exciting
transportation companies, Scoot and
RidePal, to focus the efforts on service
design.
David shares how they built the experience
for these novel forms of transportation, the
web and mobile applications that support
the product, and the customer service
design that went into a delightful
experience for all riders.
October 4, 2013 | 2:40-3:10pm
Design Partner
Greenstart
David
Merkoski
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
Design at Scale
Using the concept of design systems, and
lean UX, Andrew talks about designing for
context and scaling from small to large
audiences.
Multiple devices, audiences, and
ecosystems make it difficult to enable
consistency and quality. The design team
at GE faces this head-on while creating
great software experiences for GE’s
businesses and customers.
October 4, 2013 | 3:30-4:00pm
Brand & Experience
Design Director
GE Design &
Experience Group
Andrew
Crow
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
In Process We Trust:
a Closer Look at the Emergence
of Service Design in the Public
Sector
Jon and Kirsty discuss the Booz Allen
journey into design and how the firm is
using the principles of design to transform
its culture and capabilities for 21st century
challenges.
October 4, 2013 | 4:00-4:30pm
Senior Associate
Booz Allen Hamilton
Jon Judah
Senior Associate
Booz Allen Hamilton
Kirsty
Hosea
#servicexconf
Sketchnoted by:
@katerutter
intelleto.com
@adaptivepath
www.adaptivepath.com
Hosted by:Presented at:
From User Experience to
Customer Experience
We’ve entered the Age of the Customer —
an era where a focus on customers matters
more than any other strategic business
imperative. With this shift, the business
discipline of customer experience (CX) has
emerged.
Kerry’s talk provides an overview of the
evolution of the field of customer
experience, a deep understanding of the
scope, objectives, and role of customer
experience in today’s top organizations,
and guidance for how UX professionals
can leverage their skills and make the most
of this important business trend.
Keynote
October 4, 2013 | 4:30-5:00pm
Vice President and
Principal Analyst
Forrester Research
Kerry
Bodine
coming soon

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Sketchnote Guide to the Service Experience Conference [October 3-4, 2013 in SF, CA]

  • 2. The Service Experience Conference brings together designers and business leaders to address the practice and execution of service design. Programmed and brought to you by Adaptive Path, an experience design consultancy committed to forwarding the practice of experience design. @katerutter intelleto.com Sketchnotes by: Sketchnotes from The Service Experience Conference 2013 October 3-4, 2013 in San Francisco adaptivepath.com @adaptivepath
  • 3. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: When Service Design Meets the Divided Company What happens when a service design project meets a hierarchical, divided company? Dave talks about the importance of culture and provides a method that anyone can use to map and understand the culture of a team, group or organisation. Keynote October 3, 2013 | 9:10-10:00am Founder and CEO liminl Dave Gray
  • 4. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Shaping Conversations and Establishing Common Ground Customer stories and service blueprints can engage decision makers and support service implementation across diverse teams, but the conversations that these tools spark (or lack thereof) make all the difference. What role can service designers play in shaping these conversations and how can visual tools be used as a catalyst for diverse teams to establish common ground? How do you align across roles, functions, and even entire organizations to invest in and deliver a cohesive experience to your customers? Kyle shares his experiences and insights. October 3, 2013 | 10:00-10:30am Service Design Consultant Philips Design Healthcare Kyle Vice
  • 5. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Youʼre Almost Home! Recognizing Emotion in the Mortgage Business and Enhancing it Through Service Design Nobody wants a mortgage. They want a home. But getting a mortgage is notoriously complex and stressful. USAA turned to service design to help. In this talk, Andrew shares some of the things they’re learning along the way. October 3, 2013 | 10:50-11:20am Product Management Director USAA Andrew Becker
  • 6. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Optimizing Your Customer Design Value Customer Experience Management (CEM) is an essential practice of successful organizations today. Diane presents an introduction to CEM, how to drive and measure the impact, and the value of holistically designing your customers experience at every touchpoint. October 3, 2013 | 11:20-11:50am Customer Experience Executive AT&T Diane Magers
  • 7. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Iʼll Meet You at the Business Model: Applying Design Methods to Business Strategy In many organizations, design and business co-exist as distinct silos. However, a whole world of possibilities opens up when designers—and their way of thinking—become an integral part of the business strategy and execution process. This discussion shows designers how the methods they already know by heart— visualization, prototyping, co-creation, and iteration—are essential to forming novel business models and executing new concepts in the market. October 3, 2013 | 11:50-12:20pm Andrew CrowBrand & Experience Design Director GE Design & Experience Group Senior Design Consultant Peer Insight Jessica Dugan CEO & Chief Inspiration Officer Peer Insight Tim Ogilvie
  • 8. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Product Design : Service Design : Product Management : ???? Service design addresses the shortcomings of typical product design for helping businesses understand and deliver on holistic customer relationships over time. However, design alone is insufficient for ensuring this delivery. Businesses are still in the thrall of product management practices that emphasize requirements, ship dates, and short-term analytics. Peter talks about how we must redefine how companies coordinate and operationalize their service delivery, moving away from models that made sense in mass manufacturing. October 3, 2013 | 1:30-1:40pm VP of Global Design Groupon Peter Merholz
  • 9. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Itʼs the Experience that Matters What does an organization known for “shushing” people, penalizing slow readers (you know you owe fines) and maintaining order right down to the decimal point know about service design? A whole lot more than you might imagine. Melanie shares how her library transformed from the inside out with a renewed and intentional focus on the customer experience, and shares examples of how this and other libraries are making its customer promises real through their people, places, processes and promotions. October 3, 2013 | 1:40-2:10pm Executive Director Richland Library, Columbia, SC Melanie Huggins
  • 10. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Navigating Through Complexity: Assessing Impact through Experimentation Complex systems, such as health care, are large, interconnected structures that often fluctuate between organized and chaotic. This inherent complexity makes it necessary for us to have an actionable service vision that sets a foundation for change and methodologies that allow us to experiment with new ideas while measuring their impact. This talk explores the role and benefits of active experimentation and highlights impact analysis in our design process and why it is effective for the practice of service design. October 3, 2013 | 2:10-2:40pm Senior Service Designer Mayo Clinic Center for Innovation Meredith DeZutter
  • 11. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Disrupting Corruption: An Ethnographic Approach to Better Public Service Delivery The mismanagement of public funds by institutions of governance is too often diagnosed simply as “corruption”. As a result, the economic models and technocratic measures policymakers deploy to tackle “corruption” and deliver better public services too often fail as well. In this talk, Dave discusses how his firm blends ethnography, development economics, design, and public policy to better understand and address the root causes of why public institutions fall short of their promises to the people they serve. October 3, 2013 | 2:40-3:10pm Director of Programs Reboot Dave Algoso
  • 12. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Get Real, Fast: Service Prototyping for Innovation Rough and ready prototyping in the form of sketching, storyboarding and scenario development, crude mock-ups, and role- playing, are all part of a service design team’s “build to think” toolkits. In this talk, Justin explores different methodologies for rapid, real-world prototyping. October 3, 2013 | 3:30-4:00pm Interaction Designer gravitytank Justin Rheinfrank
  • 13. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: What it Takes to Become a Superb Service Designer Service designers help clients create better business models, deliver better services and stage better experiences across multiple processes, channels and touchpoints. This talk outlines the competencies and roles that are essential for any service designer to master. October 3, 2013 | 4:00-4:30pm Senior Strategist in Design-Driven Innovation and Branding SCAD Robert Bau
  • 14. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: 5 Things I Wish I Knew: A Service Design Journey Nine years ago, Jamin started a journey into Service Design. Now, after years of working in the field, convening conversations in the design community and leading service design projects for a wide variety of companies, he shares what he wishes he’d known at the start of his Service Design work. Keynote October 3, 2013 | 4:30-5:20pm Design Director Adaptive Path Jamin Hegeman coming soon
  • 15. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Digital Services at Marriott In the last two years Marriott has developed a digital services roadmap that will transform how Marriott hotels engage their guests and support their needs throughout the travel lifecycle. Mariana shares the story of two specific innovative products that they have been developing and are poised to roll-out to the brand’s 850 hotels worldwide. October 4, 2013 | 1:10-1:40pm Vice President of Digital Experience Marriott International Mariana Cavalcanti
  • 16. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: How Snow White is turning Airbnb into a Service Design Company Airbnb embarked on a strategic project that transformed how they think about the product, their customer and the experience they deliver. In this talk, Rebecca shares an insiders view of the project called “Snow White” and what they’ve learned as a result. October 4, 2013 | 1:40-2:10pm UX Design & Research Airbnb Rebecca Sinclair
  • 17. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Future Perfect: We Will Have... What’s the purpose of business? Is it a solely a profit-making venture, or is profit the outcome of how you engage and serve a customer? In this talk, Brandon lays out a new framework for the future of business and introduces the mindset and behaviors needed to successfully navigate 21st Century problems. October 4, 2013 | 2:10-2:40pm CEO Adaptive Path Brandon Schauer
  • 18. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Moving Fast: Service Design for Transportation Startups Greenstart, a venture design studio for startups, partnered with two exciting transportation companies, Scoot and RidePal, to focus the efforts on service design. David shares how they built the experience for these novel forms of transportation, the web and mobile applications that support the product, and the customer service design that went into a delightful experience for all riders. October 4, 2013 | 2:40-3:10pm Design Partner Greenstart David Merkoski
  • 19. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: Design at Scale Using the concept of design systems, and lean UX, Andrew talks about designing for context and scaling from small to large audiences. Multiple devices, audiences, and ecosystems make it difficult to enable consistency and quality. The design team at GE faces this head-on while creating great software experiences for GE’s businesses and customers. October 4, 2013 | 3:30-4:00pm Brand & Experience Design Director GE Design & Experience Group Andrew Crow
  • 20. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: In Process We Trust: a Closer Look at the Emergence of Service Design in the Public Sector Jon and Kirsty discuss the Booz Allen journey into design and how the firm is using the principles of design to transform its culture and capabilities for 21st century challenges. October 4, 2013 | 4:00-4:30pm Senior Associate Booz Allen Hamilton Jon Judah Senior Associate Booz Allen Hamilton Kirsty Hosea
  • 21. #servicexconf Sketchnoted by: @katerutter intelleto.com @adaptivepath www.adaptivepath.com Hosted by:Presented at: From User Experience to Customer Experience We’ve entered the Age of the Customer — an era where a focus on customers matters more than any other strategic business imperative. With this shift, the business discipline of customer experience (CX) has emerged. Kerry’s talk provides an overview of the evolution of the field of customer experience, a deep understanding of the scope, objectives, and role of customer experience in today’s top organizations, and guidance for how UX professionals can leverage their skills and make the most of this important business trend. Keynote October 4, 2013 | 4:30-5:00pm Vice President and Principal Analyst Forrester Research Kerry Bodine coming soon