Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
HOW
SERVICE DESIGN
EXTENDS
Build a Service
Experience Practice
We can help you structure and higher
a Service Experience team within your
organizatio...
Richard Ekelman
Founder, The Service Experience Academy
Service Experience Chicago
Co-Founder & Director 2013 - 2016
Exter...
1
2
3 How to evolve the
way we work.
How SD extends
other disciplines
The Evolution of
Service Design
4Service Experience ...
“I already do Service Design.”
5Service Experience Academy 2017
Build a Service
Experience Practice
We can help you structure and higher
a Service Experience team within your
organizatio...
Designing for Services
H2S
Human to System
H2H
Human to Human
S2S
System to System
7Service Experience Academy 2017
Core Capabilities of a Service Designer
The
Researcher
The
Strategist
The
Designer
Robert Bau, 2012
Identifying &
Overcomi...
Some Skills of a Service Designer
Observe & Reflect
Triangulate & Align
Build & Measure
Co-create alignment
Develop new me...
A Team Sport
Every NBA player has a “spot” on the
floor where if they get the ball and
have an open shot they will make it...
UX
CX
Service Design borrows from
everything and everyone to solve
problems.
We seek to find the right mix of
technology a...
The (Fly Over) Evolution of
Service Design
Service Design Evolution (US)
1970s
Product dominant competition
Xerox PARC opens
Advertising and brands create an advanta...
Service Design Evolution (US)
1980s
Marketing products through advertising
Services Marketing emerges
New tech gives rise ...
Service Design Evolution (US)
1990s
Advertising and brand are market influence
Services Marketing gains momentum
Al Gore i...
Service Design Evolution (US)
2000s
Advertising and brand value is a market influence
Channels increase design sprawl and ...
Service Design Evolution (US)
2010 - Present
Services are ecosystems over “channels”
Orgs try to serve better, but apply m...
“Ok so why isn’t it everywhere already?”
18Service Experience Academy 2017
The Way Design Is Sold
Has Not Changed
The brand of design is often limited to
aesthetic considerations, and design
firms ...
You’re Not Your
@#%! Map
Service design has gotten bogged
down in mapping as a destination.
20Service Experience Academy 2...
Businesses Don’t Live
on Post-It Notes
Most designers want to impact
business and have a “seat at the table”.
But they all...
Organizational Values
Must Be Authentic
Services radiate from the
organization’s culture as a help or
hindrance to any inn...
Service Design as a toolkitService Design as Project Management
Comfortable distance
Orchestrating relationships
Can feel ...
Build a Service
Experience Practice
We can help you structure and higher
a Service Experience team within your
organizatio...
So how does SD
fix this?
Products are service avatars
Services reveal the values and goals of
organizations. It’s no longer possible
to hide behind...
Inauthentic brands are rejected
Nobody trusts what you say.
Organizations are what their services say
they are so when his...
Organizational
Evolution
Transformation is a sales tactic
Developing a culture of service takes
a practical approach to cr...
Comfortable Being
Uncomfortable
Vision, operation, and execution
Recent investor activity shows us that even
traditionally...
Automotive
Tesla
Ford
NIO
Insurance
Independence BCBS
Cigna
Optum
Harken Health
Government
OPM
Veteran’s Affairs
IRS
Where...
How to Evolve the
Way We Work
Form a Core Team
Consider Badur personality types
Extend your reach
Diffuse ownership, but be clear on
who makes decisions...
Form a Core Team
Consider Badur personality types
Extend your reach
Diffuse ownership, but be clear on
who makes decisions...
Consider Basadur profiles
Extend your reach
Diffuse ownership, but be clear on
who makes decisions
Plan, core, enabling, a...
Reflect the processes causing the
breakdowns you witness
Incorporate multiple inputs to
triangulate and measure
Stop writi...
Show objective measurements against
qualitative strategies
Map for context around data points to
show patterns and form JT...
Create and evolve a Service
Personality Guide
Design training materials for the
process adjustments needed
Design for serv...
Build a Service
Experience Practice
We can help you structure and higher
a Service Experience team within your
organizatio...
Thank You
Richard Ekelman
rich@sxacademy.com
www.sxacademy.com
@richekelman
Upcoming SlideShare
Loading in …5
×

How Service Design Extends Other Disciplines

8,295 views

Published on

The question of how Service Design is different from other disciplines is the wrong way to look at the discipline. In this talk I highlight the core flexibilities required to practice Service Design and how service design extends the work of other practices like UX, CX, IxD, Content Strategy, and more.

Published in: Design

How Service Design Extends Other Disciplines

  1. 1. HOW SERVICE DESIGN EXTENDS
  2. 2. Build a Service Experience Practice We can help you structure and higher a Service Experience team within your organization from the ground up. We work with organizations to create processes that enable your service to augment the way your organization competes. Disclaimer: No Sales Tactics Human Center Designers Design Thinkers Business Designer Design Anthropologist Sense Maker 2Service Experience Academy 2017
  3. 3. Richard Ekelman Founder, The Service Experience Academy Service Experience Chicago Co-Founder & Director 2013 - 2016 External & Internal Service Designer Accenture, Slalom, Walgreens, Aetna MFA Service Design Savannah College of Art & Design 3Service Experience Academy 2017
  4. 4. 1 2 3 How to evolve the way we work. How SD extends other disciplines The Evolution of Service Design 4Service Experience Academy 2017
  5. 5. “I already do Service Design.” 5Service Experience Academy 2017
  6. 6. Build a Service Experience Practice We can help you structure and higher a Service Experience team within your organization from the ground up. We work with organizations to create processes that enable your service to augment the way your organization competes. Service design is... flexible and can be applied to any industry to solve systemic problems. foundational and has always evolved out of a need to find a competitive advantage. uniquely equipped to handle complexities. co-creative and reduces risk in innovation. as digital and physical as needed to solve the problem. 6Service Experience Academy 2017
  7. 7. Designing for Services H2S Human to System H2H Human to Human S2S System to System 7Service Experience Academy 2017
  8. 8. Core Capabilities of a Service Designer The Researcher The Strategist The Designer Robert Bau, 2012 Identifying & Overcoming Innovation Roadblocks Generating, Screening & Visualizing Ideas Developing Viable Strategies & Plans Identifying Opportunities & Re-framing Problems Developing, Prototyping & Validating Concepts Understanding Complex Systems & Problems Understanding People Understanding & Envisioning the Future Facilitating the Collaborative Process Service Experience Academy 2017
  9. 9. Some Skills of a Service Designer Observe & Reflect Triangulate & Align Build & Measure Co-create alignment Develop new metrics Design Enablers Create criteria Measure small pilots A/B Test Stress Tests ABC...Q Modules Calculate costs Write JTBD Balance KPIs Blue Ocean Market Gap Anal. Cost Audit Align brand identity Physical Walk-through Table top prototypes Live Prototypes Measure Trade-offs Service blueprints Actor maps Journey maps Service Safaris Ethnography Data patterns Social listening Find JTBD Story frames Storyboards Lo-fi prototypes Service fit Proof data points Generative updates Design to develop Plan modules Service Experience Academy 2017
  10. 10. A Team Sport Every NBA player has a “spot” on the floor where if they get the ball and have an open shot they will make it. Service design core team members should have a part of the project they can lead while playing the entire game. Kyrie Irving Kobe Bryant Michael Jordan Dwyane Wade Dirk Nowitzky Tim Duncan Paul Pierce Richard Hamilton 10Service Experience Academy 2017
  11. 11. UX CX Service Design borrows from everything and everyone to solve problems. We seek to find the right mix of technology and processes needed to create the most value in the simplest manner possible. Inherent Flexibility Content Strategy Anthropology Process Design Business Strategy Marketing Data Science SD 11Service Experience Academy 2017
  12. 12. The (Fly Over) Evolution of Service Design
  13. 13. Service Design Evolution (US) 1970s Product dominant competition Xerox PARC opens Advertising and brands create an advantage Organizations grow and divide labor US airlines deregulated Marketing 13Service Experience Academy 2017
  14. 14. Service Design Evolution (US) 1980s Marketing products through advertising Services Marketing emerges New tech gives rise to User Centered Design Org structure reflects a division of labor Marketing Visual Design Copy Writing Technology 14Service Experience Academy 2017
  15. 15. Service Design Evolution (US) 1990s Advertising and brand are market influence Services Marketing gains momentum Al Gore invented the Internet Software as a Service(SaaS) viable business model Service Branding Technology IxD SaaS Marketing Visual Design Copy Writing 6 Sigma Process Design 15Service Experience Academy 2017
  16. 16. Service Design Evolution (US) 2000s Advertising and brand value is a market influence Channels increase design sprawl and noise Brands’ stories are countered Service silos begin to erode competitive advantage Y Combinator and Founders Fund Technology becomes an market equalizer IxD Technology Social Media SaaS UX Visual Design UI Copy Writing Marketing SD Process Design 6 Sigma Change Management 16Service Experience Academy 2017
  17. 17. Service Design Evolution (US) 2010 - Present Services are ecosystems over “channels” Orgs try to serve better, but apply marketing tactics Brands lose control, inauthentic stories get rejected B - Corps and Social Entrepreneurs rise IoT and mixed reality highlight service personality Start-ups are able to push markets Technology Mixed Reality SaaS UX Visual Design UI IxD Copy Writing Content D Social Innovation Cultural Evolution Data Data SD Marketing CX Process Design 17Service Experience Academy 2017
  18. 18. “Ok so why isn’t it everywhere already?” 18Service Experience Academy 2017
  19. 19. The Way Design Is Sold Has Not Changed The brand of design is often limited to aesthetic considerations, and design firms often play into this perception by focusing on deliverables verses building capabilities within their clients. 19Service Experience Academy 2017
  20. 20. You’re Not Your @#%! Map Service design has gotten bogged down in mapping as a destination. 20Service Experience Academy 2017
  21. 21. Businesses Don’t Live on Post-It Notes Most designers want to impact business and have a “seat at the table”. But they all too often lose interest when it’s time to implement a service. 21Service Experience Academy 2017
  22. 22. Organizational Values Must Be Authentic Services radiate from the organization’s culture as a help or hindrance to any innovation strategy. 22Service Experience Academy 2017
  23. 23. Service Design as a toolkitService Design as Project Management Comfortable distance Orchestrating relationships Can feel like a re-packing Not involved in the actual work Caught in no man’s land In the trenches Focuses on tools, mapping, people, etc... Can feel bolted on Rarely incorporates business fundamentals Origin of the buzzword Two Flawed Narratives 23Service Experience Academy 2017
  24. 24. Build a Service Experience Practice We can help you structure and higher a Service Experience team within your organization from the ground up. We work with organizations to create processes that enable your service to augment the way your organization competes. They Miss the Flexibility Zoom in and out to see how people live Design for how people assign value Triangulate insights and opportunities Design a service’s personality Make innovation measurable and tangible Design the ugly, but critical enablers Shape culture through training and process 24Service Experience Academy 2017
  25. 25. So how does SD fix this?
  26. 26. Products are service avatars Services reveal the values and goals of organizations. It’s no longer possible to hide behind advertising – traditional messaging mentalities simply don’t work when applied to service problems. Your service encounters are now your primary messaging tool. Behavior as Interface 26Service Experience Academy 2017 26
  27. 27. Inauthentic brands are rejected Nobody trusts what you say. Organizations are what their services say they are so when historical approaches to advertising and messaging are applied to service problems they fail. Live the Promise 27Service Experience Academy 2017 27
  28. 28. Organizational Evolution Transformation is a sales tactic Developing a culture of service takes a practical approach to creating HR processes and training that enables services that deliver co-created services employees and customers value. 28Service Experience Academy 2017
  29. 29. Comfortable Being Uncomfortable Vision, operation, and execution Recent investor activity shows us that even traditionally stable and profitable companies are not able to sheltering in place. Organizations must get comfortable being uncomfortable as they transition to service- focused strategic goals. 29Service Experience Academy 2017
  30. 30. Automotive Tesla Ford NIO Insurance Independence BCBS Cigna Optum Harken Health Government OPM Veteran’s Affairs IRS Where is this happening internally?(Not exhaustive) Working WeWork Intuit Education Stanford Cal Berkley Healthcare Kaiser Permanente UPMC Mayo Clinic Univ. Penn Medicine Finance Capital One Wells Fargo Alliance Credit Union 30Service Experience Academy 2017
  31. 31. How to Evolve the Way We Work
  32. 32. Form a Core Team Consider Badur personality types Extend your reach Diffuse ownership, but be clear on who makes decisions Plan, core, enabling, and enhancing services in modules Team personnel flex as needed 32Service Experience Academy 2017
  33. 33. Form a Core Team Consider Badur personality types Extend your reach Diffuse ownership, but be clear on who makes decisions Plan, core, enabling, and enhancing services in modules Team personnel flex as needed 33Service Experience Academy 2017
  34. 34. Consider Basadur profiles Extend your reach Diffuse ownership, but be clear on who makes decisions Plan, core, enabling, and enhancing services in modules Team personnel flex as needed Form a Core Team 34Service Experience Academy 2017
  35. 35. Reflect the processes causing the breakdowns you witness Incorporate multiple inputs to triangulate and measure Stop writing reports – make lo-fi prototypes instead Use graphic facilitation to replace synthesis and adding transparency Make Research Generative & Continuous R 35Service Experience Academy 2017
  36. 36. Show objective measurements against qualitative strategies Map for context around data points to show patterns and form JTBD Design services that deliver on a brand’s promises Show cost implications and trade offs Measure & Model Costs Relative to Value 36Service Experience Academy 2017
  37. 37. Create and evolve a Service Personality Guide Design training materials for the process adjustments needed Design for service encounters versus touchpoints Design in modules to build road maps and strategy Design for Behavior & Org Breakpoints Not Devices 37Service Experience Academy 2017
  38. 38. Build a Service Experience Practice We can help you structure and higher a Service Experience team within your organization from the ground up. We work with organizations to create processes that enable your service to augment the way your organization competes. Actions Stop the title soup on LinkedIn Join the SDN to grow the discipline Design for how people assign value Learn how to dig into financial data Volunteer to get more involved in BD Learn how to help the people that sell Start your own service All of Touchpoint Magazine issues Live|Work’s blog Service Design: Idea to Implementation The Brand Flip HBR Guide to Better Business Writing The Power of Social Innovation: How Civic Entrepreneurs Ignite Community Networks for Good Resources 38Service Experience Academy 2017
  39. 39. Thank You Richard Ekelman rich@sxacademy.com www.sxacademy.com @richekelman

×