SlideShare a Scribd company logo
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A little bit about us
Markus Grupp
Director,Digital Customer
Experience atIndigo
PatrickBach
Senior Manager,Customer
Experience Design atTD
Chelsea Omel
Manager,Service Design &
Strategy atTELUS
@markusgrupp @bachpat @thatseamstress
Design
Thinking
Design
Doing
stakeholder
play
noun stake·hold·er ˈstāk-ˌhōl-dər
stakeholder
play
noun stake·hold·er ˈstāk-ˌhōl-dər
1 : a person entrusted with the stakes of bettors
http://www.merriam-webster.com/
stakeholder
play
noun stake·hold·er ˈstāk-ˌhōl-dər
1 : a person entrusted with the stakes of bettors
2 : one that has a stake in an enterprise
http://www.merriam-webster.com/
stakeholder
play
noun stake·hold·er ˈstāk-ˌhōl-dər
1 : a person entrusted with the stakes of bettors
2 : one that has a stake in an enterprise
3 : one who is involved in or affected by a course of action
http://www.merriam-webster.com/
stakeholder
play
noun stake·hold·er ˈstāk-ˌhōl-dər
1 : a person entrusted with the stakes of bettors
2 : one that has a stake in an enterprise
3 : one who is involved in or affected by a course of action
http://www.merriam-webster.com/
So what about stakeholdering?
Five Burrowing Owls Athene cunicularia floridana, Florida, travelway
STEP 1:
Know Your Actors
John in
Marketing.
VP of DIGITAL
Product
Manager
Director of
Technology
Brian from
Retail
Managing
Director
ERIN in
Customer
Service
Policy Advisor
Debbie Design Doubter
Debbie Design Doubter
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
Debbie Design Doubter
Why does influence matter?
HIGH
LOW
MED
● A major obstaclefor your efforts
● Controls budget/ resources/
priorities
● Become a distractionin meetings
● Skepticism rubs offon stakeholders
Why does influence matter?
HIGH
LOW
MED
● An advocate foryour work,
potentially providingaccess to
resources, fundingand priorities
● Drivetop-down change toward
service designor design-led
innovation
● A working level champion can bea
usefulally to drivegrassroots
initiatives
STEP 2:
Write the Script
A rose by any other name...
Adopt the language of organization
What do you think of when I
say “Research”?
Mental Models
Your colleagues and stakeholders have
mental models.
These models are neither good nor bad.
Mental Models
There is a risk of miscommunication when
one person’s mental model is different
than someone else’s, but they don’t
realize it.
Mental Models: Sketching Activity
Sketching is not art.
It’s about quickly conveying
complex topics.
Mental Models: Sketching Activity
You have 10 seconds to….
Sketch a house.
Go.
Mental Models: Sketching Activity
Mental Models: Sketching Activity
Trigger Words: Activity
Keeping in mind what we just learned about Mental
Models. Discuss the words on your cue cards. What do they
mean to you?
Be specific.
You are encouraged to sketch!
STEP 3:
Set the Stage
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
workshop = showing + learning + working
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
Workshopfor showing
(performance)
● Simple activities
● No surprises
● High production value
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
Workshop for Learning
Workshop for Learning
● Case studies and templates
● Examples to work through together
● Coaching
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
BELIEFIN SERVICE DESIGN
UNDERSTANDING
LOW HIGH
Workshop for
working
● Clear objectives
● Advanced tools
● Less prep
Design
Thinking
Design
Doing
Recap
1. Know your actors - take the time to understand your
stakeholders, where they are coming from and what
they need
2. Write the script - adopt the language of your organization
and define concepts in a way that they will understand
3. Set the stage - adapt your activities to who is in the room
Credits
All original drawings by Markus Grupp
Wiredbrain by emilegraphics from the Noun Project
workbench by RichardWearn from the Noun Project

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