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


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This Sketchnote Guide has sketchnotes of all the talks presented at Adaptive Path's Service Experience Conference 2013.

The design of services, products and experiences that bridge channels and touchpoints is complex and fascinating. In these talks, experts in the field (Jamin Hegeman, Diane Magers, Dave Gray, Kerry Bodine, Peter Merholtz and more!) share their insights, learnings and leanings.

It's an awesome conference. You should go.

Published in: Design, Business

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

  1. 1. Sketchnotes October 3-4 // San Francisco
  2. 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 Sketchnotes by: Sketchnotes from The Service Experience Conference 2013 October 3-4, 2013 in San Francisco @adaptivepath
  3. 3. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 4. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 5. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 6. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 7. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 8. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 9. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 10. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 11. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 12. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 13. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 14. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 15. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 16. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 17. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 18. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 19. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 20. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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. 21. #servicexconf Sketchnoted by: @katerutter @adaptivepath 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