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Service Design and Change in Corporate Contexts - Service Experience Camp 2016

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The value of Service Design has been recognized by major companies: Large, previously non-design and non-digital organizations are struggling to integrate Design culturally and methodically to come up with successful digital innovation processes.
Us, Klaus from Aperto and Carlo from IBM iX, shared IBMs own efforts to implement a design program, talked about the methodology IBM has developed to help large organisations transform to be more design driven and also adressed challenges these projects sometimes have.
After the talk, we had a very productive workshop session with the audience to find out about their own experiences with these challenges and the remedies they found for them.

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Service Design and Change in Corporate Contexts - Service Experience Camp 2016

  1. 1. Service Experience Camp 2016 Service Design and Change in Corporate Contexts Berlin, 18. Nov 2016
  2. 2. © Aperto 2016 – An IBM Company 2 That's us Klaus Rüggenmann Creative Director UX Aperto Carlo Schulz Team Lead Experience Design IBM iX
  3. 3. © Aperto 2016 – An IBM Company 3 About our session at Service Experience Camp 2016, Berlin The value of Service Design has been recognized by major companies: Large, previously non-design and non-digital organizations are struggling to integrate Design culturally and methodically to come up with successful digital innovation processes. Us, Klaus from Aperto and Carlo from IBM iX, shared IBMs own efforts to implement a design program, talked about the methodology IBM has developed to help large organisations transform to be more design driven and also adressed challenges these projects sometimes have. After the talk, we had a very productive workshop session with the audience to find out about their own experiences with these challenges and the remedies they found for them. #scaling #designthinking #innovation #challenges http://serviceexperiencecamp.de/barcamps.html
  4. 4. © Aperto 2016 – An IBM Company 4 “There’s a new wave of design leadership emerging, and our keynotes represent the evolution of service experience. From shifting large organizations to be more design centric, to shaping and building design- forward companies, to providing industry-leading customer focused innovation insights to the broader business community, this amazing lineup is sure to inform, inspire, and delight!“ Service Experience Conference, San Francisco Newsletter Intro http://login.timetosend.net/t/ViewEmail/r/0791753CA17FA6B92540EF23F30FEDED/3FD5DA3BF47EE7823FEC1D8A50AFD3BD
  5. 5. 7© Aperto 2016 – An IBM Company based in Germany one of the biggest digital agencies part of IBM iX Top 10 Heads 300 Employees (GER and CH) We design the digitized world UX Designers, Designers, Creative Developers IT Experts, Developers, Techn. Project Managers Strategists, Online Marketing Experts Content Experts, Editors Consultants, Account Managers 300HEADS
  6. 6. 8© Aperto 2016 – An IBM Company Agency Model – We connect WOW & HOW Communication & Campaigns Platforms & Experiences Digital Products & Services
  7. 7. 9© Aperto 2016 – An IBM Company 2016: We are part of the IBM Family!
  8. 8. IBM Design
  9. 9. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 11 Transformation of IBM
  10. 10. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 13 An awesome differentiated client experience requires that it is given the highest priority
  11. 11. People + Places + Practices = Outcomes
  12. 12. People
  13. 13. Ginni Rometty IBM CEO
  14. 14. Phil Gilbert GM IBM Design
  15. 15. Skills for Designing at Scale
  16. 16. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Recruiting hundreds of designers into IBM IBM Design :: ©2015 IBM Corporation
  17. 17. IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation
  18. 18. Developing Skills Across the Company
  19. 19. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 22IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential IBM Design Education Classes & Workshops
 for IBM & our Clients Experiential learning of IBM Design Thinking
 for executives (1/2 to 1 day) project teams (4-5 days), and new hires (3 months).
  20. 20. Places
  21. 21. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential IBM Studios
  22. 22. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
  23. 23. IBM iX GBS :: © 2015 IBM Corporation :: IBM ConfidentialIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 26
  24. 24. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 27 Austin New York RTPAtlanta Ottawa Toronto Shanghai Boston SVL Dublin / Hursley Bangalore Beijing Groningen London Melbourne Mexico City Sao Paulo Tokyo Hamburg Chicago Johannesburg Paris Dubai San Francisco Global Scale and Collaboration of IBM Design Thinking - Worldwide IBM Studios
  25. 25. Practices
  26. 26. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Radical Collaboration is Essential Business Solutions / Services Technical Design IBM Design :: ©2015 IBM Corporation 29
  27. 27. IBM iX GBS :: © 2015 IBM Corporation :: IBM ConfidentialIBM Design :: ©2015 IBM Corporation 30 Brainstorming using Design Artifacts Stakeholder Map Empathy Map Scenario Map Wireframe Technical Prototype Feedback Grid Prioritization Grid Story Map
  28. 28. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential The Loop The Keys Principles
  29. 29. A focus on user
 outcomes Diverse empowered teams Restless
 reinvention IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Principles
  30. 30. IBM Design Thinking The Loop Observe Reflect Make © 2016 IBM Corporation | IBM Confidential
  31. 31. Hills Playbacks Sponsor users IBM Design Thinking © 2016 IBM Corporation | IBM Confidential The Keys
  32. 32. Align on intent. Great outcomes begins with a shared understanding of intent. Hills are statements of intent written as meaningful user outcomes. They tell you where to go, not how to get there. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Hills
  33. 33. Anatomy of a Hill I believe that this nation should commit itself to achieving the goal […] of landing a man on the moon and returning him safely 
 to the earth. — John F. Kennedy, Jr. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Hills
  34. 34. Get everyone in the loop. Not everyone has time to be in every loop. Don’t let your teams fall out of sync. Playbacks are a time to reflect together. 
 Bring your extended team and stakeholders into the loop in a safe, inclusive space. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Playbacks
  35. 35. Keep the focus on users. Reveal their values, beliefs and knowledge. Expose what’s 
 at stake for them. The more your audience can empathize 
 with them, the more valuable their feedback will be. Playbacks IBM Design Thinking © 2016 IBM Corporation | IBM Confidential
  36. 36. Break the empathy barrier. Empathy can only take you so far. If you’re 
 not a pilot, you’ll never know how it feels 
 to land an airliner. Sponsor Users are users who bring their lived experience and domain expertise to the team. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Sponsor Users
  37. 37. www.ibm.com/design/thinking/!
  38. 38. 41© Aperto 2016 – An IBM Company Helping big clients to innovate and become more design driven is a tough job!
  39. 39. 42© Aperto 2016 – An IBM Company Top challenges in scaling Service Design to corporate contexts #1 It's big. Very big, sometimes. #3 Act like a startup, scale like an enterprise #2 Reconnect Lab and Company #5 Corporate division thinking may be difficult to overcome #4 Projects have been set up from a tech perspective #6 Lack of internal design methods & processes
  40. 40. 43© Aperto 2016 – An IBM Company #1 It's big. Very big, sometimes.
  41. 41. © Aperto Move 2016 – An IBM Company Innovation stream to test new business models (B2B) for a global Chemical Company
  42. 42. © Aperto Move 2016 – An IBM Company Exploration & Scoping DONE Ideation Step 1 Prototyping & Validation Step 2 Scale-Up Step 3 Ideas Canvas Pitch Lo-Fi Prototypes Hi-Fi Prototypes Pilot MVP & Grow Produce innovative digital business models in workshops. Use prototypes to get feedback from customers & improve business models. Pilot minimum viable product in test market and roll out. Develop a challenge and align with team and sponsors. We were plunged in a huge, orchestrated innovation project across all global sectors. Massive. Challenge: It must be strategically set up and steered. And it was (but the steering was not our part).
  43. 43. 46© Aperto 2016 – An IBM Company #2 Reconnect Lab and Company
  44. 44. © Aperto Move 2016 – An IBM Company All major companies are founding Digital Labs, in which protototypes and MVPs are developed (the below are just random examples)
  45. 45. © Aperto Move 2016 – An IBM Company Challenge: When decision to launch an MVP is imminent, Lab and Company have to reconnect on IT regulations, money and lots of things you wouldn't dream of.
  46. 46. 49© Aperto 2016 – An IBM Company #3 Act like a startup, scale like an enterprise
  47. 47. 50© Aperto 2016 – An IBM Company In a Prototyping Hackathon we created and delivered a working prototype app within days Persona Empathy Map User Journey Lo-Fi Prototype Crowd Testing Hi-Fi Prototype Functional Crowd Testing Coded Protoype Future Scenario Mid-Fi Prototype Design Thinking Agile Delivery & Lean UX
  48. 48. 51© Aperto 2016 – An IBM Company A collaborative Design Thinking Workshop sets the foundation for the rapid prototyping
  49. 49. 52© Aperto 2016 – An IBM Company After identifying the scenario the team starts the rapid prototyping
  50. 50. 53© Aperto 2016 – An IBM Company The hi-fi protoype is the next incremental step where validated ideas are improved and technically implemented.
  51. 51. 54© Aperto 2016 – An IBM Company After 8 days we presented a running demo app. But the corporate client was interested in something else. Challenge: Could we scale a product really quickly if successful as MVP?
  52. 52. 55© Aperto 2016 – An IBM Company #4 Projects have been set-up from a tech perspective
  53. 53. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential MobileBankingapplicationproject
  54. 54. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Challenge:Togetthedesiredprojectoutcomeinatech-drivenenvironmentrequiresdesignerstonot justunderstandtheirusers,butalsotheirdevelopersandbusinesscounterparts!
  55. 55. 58© Aperto 2016 – An IBM Company #5 Corporate Division Thinking may be difficult to overcome
  56. 56. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Jobseekersportalrelaunch
  57. 57. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Everydepartmentaddedtheirrequirements,noonewasresponsibleforthefinalresult
  58. 58. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Challenge:Fromwritingdownisolatedrequirementstothinkingabouttheusers'experience–together. 143 pages like this
  59. 59. 62© Aperto 2016 – An IBM Company #6 Lack of internal design methods & processes
  60. 60. 63© Aperto 2016 – An IBM Company Strategie 2017
  61. 61. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential HelpinganIT-Serviceprovidertocreateasustainablecultureofdesigningforhumanneeds The Method The Toolkit Testing the product 1 2 3 4 Day Day Day Day Intro to product and user centered design
  62. 62. 65© Aperto 2016 – An IBM Company Elements Components Patterns
  63. 63. 66© Aperto 2016 – An IBM Company Challenge: It's the mindset, not the tools! New design methods and processes have to come to life and be accepted in the company.
  64. 64. 67© Aperto 2016 – An IBM Company Top challenges in scaling Service Design to corporate contexts #1 It's big. Very big, sometimes. #3 Act like a startup, scale like an enterprise #2 Reconnect Lab and Company #4 Projects have been set up from a tech perspective #5 Corporate division thinking may be difficult to overcome #6 Lack of internal design methods & processes
  65. 65. © Aperto 2016 – An IBM Company 68 Thank you! Klaus Rüggenmann Creative Director UX Aperto Carlo Schulz Team Lead Experience Design IBM iX

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