Design Led Change: Service Design, Innovation, and Storytelling
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This is my keynote presentation, delivered at the Service Design Week conference (Chicago, 2019).
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Design Led Change: Service Design, Innovation, and Storytelling
- 1. DESIGN-LED CHANGE Service Design, Innovation, and Storytelling
- 2. WHEN YOU WOKE UP THIS MORNING…
- 3. I WANT TO HAVE A CONVERSATION WITH MY HEALTH INSURANCE COMPANY
- 4. CONTEXT
- 6. location & space brand architecture & interior design staffing Unknown Unknowns Known Unknowns Known Knowns explore exploit
- 8. WHY DO YOU DESERVE TO HAVE THIS CONVERSATION WITH CONSUMERS?
- 9. WHY DO YOU DESERVE TO HAVE THIS CONVERSATION WITH CONSUMERS?
- 10. CUSTOMER feeling thinking doing people channels devices touchpoints products system relationships processes & workflows place time sequence CONTEXT ECOSYSTEM BUILDING BLOCKS moments stages story JOURNEY BRAND PROMISE
- 11. future state journey maps design principles ethnographic research experiential audit personas CONTEXT ECOSYSTEM KEY DELIVERABLES brand, space, interior a conversation, not a space staffing, roles service blueprints curatorial master plan decision framework employee engagement video revised brand identity story & purpose executive alignment innovation model BRAND PROMISE CUSTOMER JOURNEY
- 12. future state journey maps design principles ethnographic research experiential audit personas CONTEXT ECOSYSTEM KEY DELIVERABLES brand, space, interior a conversation, not a space staffing, roles service blueprints curatorial master plan decision framework employee engagement video revised brand identity story & purpose executive alignment innovation model BRAND PROMISE CUSTOMER JOURNEY
- 13. UNDERSTANDING CONSUMERS FRONT-LINE STAFF ENGAGEMENT / EXECUTIVE ENGAGEMENT & STORY ORGANIZATIONAL STORY
- 14. GETTING BELOW THE SURFACE Surface Deep What People: Methods Knowledge Interviews Observation Generative Sessions Say Think Do Use Know Feel Dream Explicit Observative Tacit Latent Adapted from Liz Saunders, The Convivial Toolbox ETHNOGRAPHIC RESEARCH
- 21. A COMMON POINT OF VIEW THAT ISN’T EGOCENTRIC
- 22. UNDERSTANDING CONSUMERS FRONT-LINE STAFF ENGAGEMENT / EXECUTIVE ENGAGEMENT & STORY ORGANIZATIONAL STORY
- 25. 12
- 30. EXECUTIVE LEVEL AGREEMENT BUT NO ALIGNMENT
- 32. WHY ARE YOU DOING THIS? HOW WILL PEOPLE TALK ABOUT IT?
- 33. UNDERSTANDING CONSUMERS FRONT-LINE STAFF ENGAGEMENT / EXECUTIVE ENGAGEMENT & STORY ORGANIZATIONAL STORY
- 38. WHY IT MATTERS TO YOU INNOVATION IS NOT SOMEONE ELSE’S JOB
- 39. WHAT CHANGED? Brand Physical Space Design Interior Design Innovation Model Planning & Parternship Model Staffing Model
- 40. UNDERSTANDING CONSUMERS FRONT-LINE STAFF ENGAGEMENT / EXECUTIVE ENGAGEMENT & STORY ORGANIZATIONAL STORY
- 41. DEFINE THE PROBLEM SPACE FRONT-LINE STAFF ENGAGEMENT / EXECUTIVE ENGAGEMENT & STORY ORGANIZATIONAL STORY
- 42. DEFINE THE PROBLEM SPACE CREATE A COMMON UNDERSTANDING FIRST-HAND OR THROUGH STORY ORGANIZATIONAL STORY
- 43. DEFINE THE PROBLEM SPACE CREATE A COMMON UNDERSTANDING FIRST-HAND OR THROUGH STORY MAKE IT REAL & RELEVANT
- 44. THANK YOU Shaun Gummere SVP, Experience Strategy & Service Design shaun@cantina.co