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SDNC13 -DAY2- The Journey of Changing a Culture by Kathryn Richards & Rob Kirby
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SDNC13 -DAY2- The Journey of Changing a Culture by Kathryn Richards & Rob Kirby

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The Journey of Changing a Culture …

The Journey of Changing a Culture

Innovation opportunities can be fleeting, ethereal and disparate, which makes it a challenge to capture and ground them. This is made even more complex when they need to travel through cultures and disciplines, especially in a company the size of Nokia. In this talk we will look at how a Nokia and Seren collaboration is steadily changing the culture of HERE (Nokia’s location brand, formerly Nokia Maps). We will look at the impact a User Journey framework is having beyond capturing moments, to how it is fundamentally changing HERE’s approach to research and innovation by inspiring content and experiences, and defining applications and platforms.

Published in: Design, Business, Technology

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  • 1. THE JOURNEY OF CHANGING A CULTURE KATHRYN RICHARDS Head of Service Design, Seren ROB KIRBY Mobile Services Insights Manager, Nokia & Nokia Internal Use Only
  • 2. We’re from different companies but are here for the same reasons. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 3. Create amazing experiences. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 4. Create amazing experiences. Make lives easier. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 5. Create amazing experiences. Make lives easier. Connect people. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 6. Technology alone can’t achieve this. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 7. Technology alone can’t achieve this. People inside and outside a business are intrinsic to making change happen. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 8. We’re here to show how... & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 9. 100,000 Nokia employees. 6,000 HERE employees. 6 business units. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 10. It’s complicated. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 11. It’s complicated. With multiple pressures. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 12. The problem: Thinking they know their users. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 13. The problem: Thinking they know their users. Shortcutting the innovation process. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 14. The problem: Thinking they know their users. Shortcutting the innovation process. Designing for themselves. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 15. The need: To understand real people and context. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 16. The need: To understand real people and context. To change a culture. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 17. The need: To understand real people and context. To change a culture. To deliver maps for life. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 18. Seren + Nokia + HERE & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 19. A bespoke tool. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 20. A bespoke tool. Illustrating contextual triggers. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 21. This helps: Provide focus. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 22. This helps: Provide focus. Breakdown into bite-sized chunks. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 23. This helps: Provide focus. Breakdown into bite-sized chunks. Avoid design paralysis. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 24. A living user journey framework. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 25. A living user journey framework. Spanning the business. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 26. A living user journey framework. Spanning the business. Focusing on real people. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 27. Common language. © 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ Nokia Internal Use Only &
  • 28. Common language. Common point of reference. © 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ Nokia Internal Use Only &
  • 29. Common language. Common point of reference. Common goal. © 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ Nokia Internal Use Only &
  • 30. Timing was everything. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 31. Collaboratively made. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 32. Collaboratively made. Embedded horizontally. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 33. Collaboratively made. Embedded horizontally. Not dissolving silos. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 34. 100+ presentations. 18 ethnographic immersions. 6 cities. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 35. Developed in real-time. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 36. Developed in real-time. With members of HERE. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 37. Developed in real-time. With members of HERE. Using ‘big’ and ‘little’ data* © 2013 Nokia and Seren. Company Confidential. * Kerry Bodine, Forrester Research, SDNC 2013 Nokia Internal Use Only &
  • 38. Tried and tested with Public Transport. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 39. Tried and tested with Public Transport. Demonstrating impact. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 40. This started the transformation. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 41. Design stimulus. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 42. Design stimulus. Identifying use cases. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 43. Design stimulus. Identifying use cases. Generating concepts. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 44. Design stimulus. Identifying use cases. Generating concepts. Ready-made stimulus. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 45. Changed a culture. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 46. Changed a culture. Tamed the business. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 47. Changed a culture. Tamed the business. Structured thinking. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 48. Changed a culture. Tamed the business. Structured thinking. Empowered a team. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 49. Service design is changing HERE for the better. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 50. Still evolving: Reaching beyond design. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 51. Still evolving: Reaching beyond design. Combining with ‘big’ data* © 2013 Nokia and Seren. Company Confidential. * Kerry Bodine, Forrester Research, SDNC 2013 Nokia Internal Use Only &
  • 52. Still evolving: Reaching beyond design. Combining with ‘big’ data* Building and monetising experiences. © 2013 Nokia and Seren. Company Confidential. * Kerry Bodine, Forrester Research, SDNC 2013 Nokia Internal Use Only &
  • 53. Lessons learned. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 54. 1. Don’t rely on technology or a tool alone. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 55. 1. Don’t rely on technology or a tool alone. 2. Embrace the business and its challenges as early as possible. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 56. 1. Don’t rely on technology or a tool alone. 2. Embrace the business and its challenges as early as possible. 3. Identify guardians. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 57. 1. Don’t rely on technology or a tool alone. 2. Embrace the business and its challenges as early as possible. 3. Identify guardians. 4. Let people evolve it. & © 2013 Nokia and Seren. Company Confidential. Nokia Internal Use Only
  • 58. THANK YOU kathryn.richards@seren.com rob.kirby@nokia.com & Nokia Internal Use Only