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@jessmcmullin | jess AT situ.org
From Service
Design to Service
Transformation
map
The AuthaGraph World Map – one of the world’s best maps!
Service TransformationMinister	Francis	Maude,	UK	Cabinet	Office	
Video: BBC
Transformation? What does that even mean?
Service transformation is the required
organizational and systemic change in ord...
Journeys, Experience Maps, & Blueprints Alone
Don’t Cut it for Organizational Transformation
The rising storm of complexity.
0 1 2 3 4 5
Complexity Impacts All of Us
Photo:	Covenant	Health	www.covenanthealth.ca
Photo:	CC:BY	Parker	Knight	www.flickr.com/photos/rocketboom/
Multiple globally interconnected
reasons for price collapse
“ “
None of us live in
isolation from the
impacts of an
increasingly complex
world.
So we need to innovate,
and then transform to adopt
and sustain those innovations…
But organizational innovation and
transformation has more to do with
archaeology than with rocket science
Raiders	of	the	Lost	Ark,	1981,	Paramount	Pictures
Slow, surprising, unexpected, mystery.
Digging with a paintbrush
As we transform organizations…
…we need new perspectives & tools
Seeing & responding to complexity.
0 1 2 3 4 5
Not seeing complexity is risky.
Photo:	CC:BY	darkday	hNps://www.flickr.com/photos/drainrat/15241612721
Imagine you are
hanging from the
overhang of a very
tall cliff…
With no tools.
No rope.
No gear.
No harness. Photo:	CC:BY	...
TOOLS TO!
CONFRONT COMPLEXITY!
ARE THE SAFETY HARNESS
FOR TRANSFORMATION
Products
are Service
Avatars
@DaveGray
“ “Services are Systems
Avatars
- @jessmcmullin
Where can we learn
about complex
adaptive systems?
Complexity Theory
From	Aid	on	the	Edge	of	Chaos,	p.	232
Cynefin
(kuh-NEV-in)
Dave
Snowden
Cognitive Edge
@snowded
From Jabe Bloom @cyetain
What question are
we exploring?
What problem are
we trying to solve?
What solution
should we use?...
cognitive-edge.com
Systemic
Design
Gigamaps
Birger Sevaldson
AHO, Oslo
systemic-design.net
Ultimately, service
transformation is
organizational
transformation.
SAF: THE SERVICE
ARCHITECTURE FRAMEWORK
A tool for seeing the complexity of organizations
A new way to see complexity
BC Natural Resource Sector
3x3 Layers
With my friend and colleague Alex MacLennan
@admaclennan
Delivery realizes value.
Foundations support value.
Bedrock defines value.
To work effectively with
these elements we need
to know a few things.
Each element of
Delivery, Foundations,
and Bedrock moves at a
different pace.
PACE LAYERS
Stewart
Brand
@stewartbrand
How Buildings Learn
…there are processes in nature, which operate in different timescales and
as a result there is little or no exchange of en...
Photo:	h'ps://changehere.wordpress.com/2013/01/06/
Note the
adjusting floor
plates to help
transition
between
speeds.
Photo:	MLazarevskiCC:BY-ND	hNps://www.flickr.com/photos/mlazarevski/9353581122	
Corrective lenses to see within and
across ...
The Elements in Practice
0 1 2 3 4 5
Part of Colombia’s Service
Architecture
Some of Colombia’s Design &
Innovation TeamAngélica – follow @huracangie
 Sanago
Experience: Real World Research
Interactions: Design at touchpoints
and across channels.
Operations: People, Process
Infrastructure: Space, Tech, Logistics
Decision DNA: Policy, Strategy,
Standards, Governance (& Legislation)
Structure+Incentives HR policy
Mandate: Stated Vision, Mission, Values
Culture: Norms, Unsaids, Values in Use
Context: The world, markets, life
Context creates meaning, and value
73
•  Delivery
–  Experiences
–  Interactions
–  Operations
•  Foundations
–  Infrastructure
–  Decision DNA
–  Structure & I...
Every major failure
I’ve experienced in my
mid career onwards was
because I missed
something in one of these
layers…I had ...
Service Architecture Framework Helps Us Ask Bigger Questions to Solve Better Problems
Service Architecture Mapping
Journey
ALPHA
Email jess AT situ DOT org for PDFs
Transformation Canvas
“ “
Service Architecture is
a guide to strategic
conversations inside
your organization.
The Experience
becomes the
touchstone for
transformation
82
Boundary Objects
83
“Boundary objects are objects which are both plastic enough to adapt to local
needs and constraints of the several part...
84
Boundary objects
allow collaboration
without consensus.
85
The vision for a future
customer experience
becomes a boundary
object for
transformation.
Customer Experience Alignment
Journey
“ “
What do we need to
change in order to
deliver on this vision
of future experience?
Compelling customer
experiences drive organizational
change because they provide the
motivation & energy to work across
di...
A cable
company story
Some more stories
0 1 2 3 4 5
Presto is great, but…
Healthcare.gov
Landlords & Tenants
Residential Tenancy Act
hNp://www.bclaws.ca/Recon/document/ID/freeside/00_02078_01
The Act Doesn’t say Anything About it
THIS DOES NOT
MEAN THAT YOU
NEED TO SOLVE FOR
EVERYTHING.
Where are the risks
and opportunities
across your service
architecture?
Who do you need to
work with to look at
all the parts of your
service architecture?
Focusing
within the
Service
Architecture
Framework:
Brainstorm
issues on
stickies, rank
on project
impact and
uncertainty,...
POLICY MAPPING
Case
Dominique
Bohn
Execuve	Director	
Service	Reform	
BC	Ministry	of	Jusce
Fieldwork
Complex to get restraining order
3+ years for
implementation
Working on new
models for
organizations
Understand the Experience
to Redesign the Organization
•  150 Field Interviews
•  1800 sticky notes
•  6 Codesign Workshops
•  New Models for Professional Development
•  Increas...
Recap
0 1 2 3 4 5
Seeing the
system
Facing
complexity
Service
transformation is
organizational
transformation
Service architecture lets you look
across your organization and find
the barriers, opportunities, and
collaborators to sus...
The experience
becomes a
touchstone for
transformation
ONE LAST STORY
Stars
Photo:	hokulea.com
I need your help
for this last
part…
Please Get Out Your
Mobile Phone
1…2…3…
Photo:	Nimish	Gogri		CC:BY	hNp://www.flickr.com/photos/gogri/7927333264
start your own strategic conversations!
Use service architecture &
Thank you!
jess AT situ.org
@jessmcmullin
situ.org
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
Service Transformation Keynote
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Service Transformation Keynote

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Service Design Canberra 2016 opening keynote. Complex challenges require broader and deeper thinking, with tools like Cynefin, Systemic Design Gigamaps, and the Situ Service Architecture Framework. With Service Architecture, the desired customer experience can become the driver to align the levels of the organization to deliver.

Published in: Design

Service Transformation Keynote

  1. 1. @jessmcmullin | jess AT situ.org
  2. 2. From Service Design to Service Transformation
  3. 3. map The AuthaGraph World Map – one of the world’s best maps!
  4. 4. Service TransformationMinister Francis Maude, UK Cabinet Office Video: BBC
  5. 5. Transformation? What does that even mean? Service transformation is the required organizational and systemic change in order to design and deliver new services which become integrated with the business in sustained, ongoing strategy, structure, and operations at scale.
  6. 6. Journeys, Experience Maps, & Blueprints Alone Don’t Cut it for Organizational Transformation
  7. 7. The rising storm of complexity. 0 1 2 3 4 5
  8. 8. Complexity Impacts All of Us Photo: Covenant Health www.covenanthealth.ca
  9. 9. Photo: CC:BY Parker Knight www.flickr.com/photos/rocketboom/
  10. 10. Multiple globally interconnected reasons for price collapse
  11. 11. “ “ None of us live in isolation from the impacts of an increasingly complex world.
  12. 12. So we need to innovate, and then transform to adopt and sustain those innovations…
  13. 13. But organizational innovation and transformation has more to do with archaeology than with rocket science
  14. 14. Raiders of the Lost Ark, 1981, Paramount Pictures
  15. 15. Slow, surprising, unexpected, mystery. Digging with a paintbrush
  16. 16. As we transform organizations…
  17. 17. …we need new perspectives & tools
  18. 18. Seeing & responding to complexity. 0 1 2 3 4 5
  19. 19. Not seeing complexity is risky. Photo: CC:BY darkday hNps://www.flickr.com/photos/drainrat/15241612721
  20. 20. Imagine you are hanging from the overhang of a very tall cliff… With no tools. No rope. No gear. No harness. Photo: CC:BY Akuppa flickr.com/photos/90664717@N00/92297058
  21. 21. TOOLS TO! CONFRONT COMPLEXITY! ARE THE SAFETY HARNESS FOR TRANSFORMATION
  22. 22. Products are Service Avatars @DaveGray
  23. 23. “ “Services are Systems Avatars - @jessmcmullin
  24. 24. Where can we learn about complex adaptive systems?
  25. 25. Complexity Theory From Aid on the Edge of Chaos, p. 232
  26. 26. Cynefin (kuh-NEV-in)
  27. 27. Dave Snowden Cognitive Edge @snowded
  28. 28. From Jabe Bloom @cyetain What question are we exploring? What problem are we trying to solve? What solution should we use? What direction should we head? WTF, where are we?
  29. 29. cognitive-edge.com
  30. 30. Systemic Design
  31. 31. Gigamaps
  32. 32. Birger Sevaldson AHO, Oslo
  33. 33. systemic-design.net
  34. 34. Ultimately, service transformation is organizational transformation.
  35. 35. SAF: THE SERVICE ARCHITECTURE FRAMEWORK A tool for seeing the complexity of organizations
  36. 36. A new way to see complexity
  37. 37. BC Natural Resource Sector
  38. 38. 3x3 Layers
  39. 39. With my friend and colleague Alex MacLennan @admaclennan
  40. 40. Delivery realizes value. Foundations support value. Bedrock defines value.
  41. 41. To work effectively with these elements we need to know a few things.
  42. 42. Each element of Delivery, Foundations, and Bedrock moves at a different pace.
  43. 43. PACE LAYERS
  44. 44. Stewart Brand @stewartbrand
  45. 45. How Buildings Learn
  46. 46. …there are processes in nature, which operate in different timescales and as a result there is little or no exchange of energy/mass/information between them. Brand transferred this intuition to buildings and noticed that traditional buildings were able to adapt because they allowed “slippage” of layers: i.e. faster layers (services) were not obstructed by slower ones (structure). Wikipedia
  47. 47. Photo: h'ps://changehere.wordpress.com/2013/01/06/
  48. 48. Note the adjusting floor plates to help transition between speeds.
  49. 49. Photo: MLazarevskiCC:BY-ND hNps://www.flickr.com/photos/mlazarevski/9353581122 Corrective lenses to see within and across our organization differently
  50. 50. The Elements in Practice 0 1 2 3 4 5
  51. 51. Part of Colombia’s Service Architecture
  52. 52. Some of Colombia’s Design & Innovation TeamAngélica – follow @huracangie Sanago
  53. 53. Experience: Real World Research
  54. 54. Interactions: Design at touchpoints and across channels.
  55. 55. Operations: People, Process
  56. 56. Infrastructure: Space, Tech, Logistics
  57. 57. Decision DNA: Policy, Strategy, Standards, Governance (& Legislation)
  58. 58. Structure+Incentives HR policy
  59. 59. Mandate: Stated Vision, Mission, Values
  60. 60. Culture: Norms, Unsaids, Values in Use
  61. 61. Context: The world, markets, life
  62. 62. Context creates meaning, and value 73
  63. 63. •  Delivery –  Experiences –  Interactions –  Operations •  Foundations –  Infrastructure –  Decision DNA –  Structure & Incentives •  Bedrock –  Mandate –  Culture –  Context The Service Architecture Cake
  64. 64. Every major failure I’ve experienced in my mid career onwards was because I missed something in one of these layers…I had great teams, with great designers, but design alone was not enough to succeed.
  65. 65. Service Architecture Framework Helps Us Ask Bigger Questions to Solve Better Problems
  66. 66. Service Architecture Mapping Journey
  67. 67. ALPHA Email jess AT situ DOT org for PDFs Transformation Canvas
  68. 68. “ “ Service Architecture is a guide to strategic conversations inside your organization.
  69. 69. The Experience becomes the touchstone for transformation
  70. 70. 82 Boundary Objects
  71. 71. 83 “Boundary objects are objects which are both plastic enough to adapt to local needs and constraints of the several parties employing them, yet robust enough to maintain a common identity across sites. They are weakly structured in common use, and become strongly structured in individual-site use. They may be abstract or concrete. They have different meanings in different social worlds but their structure is common enough to more than one world to make them recognizable, a means of translation. The creation and management of boundary objects is key in developing and maintaining coherence across intersecting social worlds.” Star & Griesemer, 1989 Star, Susan; Griesemer, James (1989). "Instuonal Ecology, 'Translaons' and Boundary Objects: Amateurs and Professionals in Berkeley's Museum of Vertebrate Zoology, 1907-39". Social Studies of Science 19 (3): 387–420.
  72. 72. 84 Boundary objects allow collaboration without consensus.
  73. 73. 85 The vision for a future customer experience becomes a boundary object for transformation.
  74. 74. Customer Experience Alignment Journey
  75. 75. “ “ What do we need to change in order to deliver on this vision of future experience?
  76. 76. Compelling customer experiences drive organizational change because they provide the motivation & energy to work across different pace layers. True for current poor experience & future awesome experience.
  77. 77. A cable company story
  78. 78. Some more stories 0 1 2 3 4 5
  79. 79. Presto is great, but…
  80. 80. Healthcare.gov
  81. 81. Landlords & Tenants
  82. 82. Residential Tenancy Act hNp://www.bclaws.ca/Recon/document/ID/freeside/00_02078_01
  83. 83. The Act Doesn’t say Anything About it
  84. 84. THIS DOES NOT MEAN THAT YOU NEED TO SOLVE FOR EVERYTHING.
  85. 85. Where are the risks and opportunities across your service architecture?
  86. 86. Who do you need to work with to look at all the parts of your service architecture?
  87. 87. Focusing within the Service Architecture Framework: Brainstorm issues on stickies, rank on project impact and uncertainty, filter for likelihood.
  88. 88. POLICY MAPPING Case
  89. 89. Dominique Bohn Execuve Director Service Reform BC Ministry of Jusce
  90. 90. Fieldwork
  91. 91. Complex to get restraining order
  92. 92. 3+ years for implementation
  93. 93. Working on new models for organizations
  94. 94. Understand the Experience to Redesign the Organization
  95. 95. •  150 Field Interviews •  1800 sticky notes •  6 Codesign Workshops •  New Models for Professional Development •  Increased regional collaboration
  96. 96. Recap 0 1 2 3 4 5
  97. 97. Seeing the system
  98. 98. Facing complexity
  99. 99. Service transformation is organizational transformation
  100. 100. Service architecture lets you look across your organization and find the barriers, opportunities, and collaborators to sustain transformation.
  101. 101. The experience becomes a touchstone for transformation
  102. 102. ONE LAST STORY Stars
  103. 103. Photo: hokulea.com
  104. 104. I need your help for this last part…
  105. 105. Please Get Out Your Mobile Phone
  106. 106. 1…2…3…
  107. 107. Photo: Nimish Gogri CC:BY hNp://www.flickr.com/photos/gogri/7927333264
  108. 108. start your own strategic conversations! Use service architecture & Thank you! jess AT situ.org @jessmcmullin situ.org

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