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Floor Smit: Culture eats Service Design Strategy for breakfast

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We are hearing more and more about the internal struggles our clients face when implementing bigger service design projects. After the ‘honeymoon’ phase following an initial service design project, corporates tend to run into internal walls when implementing or scaling up. We love a challenge, so we started looking for tools, ideas and methods that we could add to our usual approach. Our talk will be about understanding why validated service innovations still can be left on a shelf to collect dust. And how to tackle these challenges.

Published in: Design
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Floor Smit: Culture eats Service Design Strategy for breakfast

  1. 1. SDGC October, 2018 Culture eats SD strategy for breakfast
  2. 2. Hi! I’m Floor Smit Business developer Koos service design 2/50
  3. 3. Accountmanagement 3/50
  4. 4. We, as designers, know how to run our projects Empathize Define Ideate Prototype + test Solving the right problem Solving the problem right 4/50
  5. 5. 5/50
  6. 6. Even if we have a great start ... Actually sticking to it is not so easy 6/50
  7. 7. 7/50
  8. 8. There is no commitment from the top ... or we are unable to connect our project to their business goals 8/50
  9. 9. 9/50
  10. 10. We experience a big language barrier 10/50
  11. 11. 11/50
  12. 12. Innovation is often perceived as extra workload 12/50
  13. 13. So.... What is going on? 13/50
  14. 14. 14/50 Client story 2/8
  15. 15. Absence does not make the heart grow fonder. ... It may even create a we vs. them culture 15/50 Client story 2/8
  16. 16. 16/50
  17. 17. A crusader needs followers .... Or the culture will cast him aside like a lone nut 17/50
  18. 18. 18/50
  19. 19. We’re afraid of failure, especially when in the picture ... Culture within a high stress environment and hierarchy hates surprises 19/50
  20. 20. 20/50
  21. 21. Solutions like more of the same have their limits ... A proud company culture has a hard time responding to context 21/50
  22. 22. 22/50
  23. 23. We keep thinking in old solutions and systems 23/50
  24. 24. So.... What is going on? 24/50
  25. 25. “Real innovation includes implementation” Christina Taylor, Innovation is no accident 25/50
  26. 26. Yes, we forgot ... implementation Empathize Define Ideate Implement Prototype + test Solving the right problem Solving the problem right Solving it together 26/50
  27. 27. Looking at implementation, culture keeps popping up. 27/50
  28. 28. Definition by Oxford dictionary Culture The ideas, customs and social behavior of a particular people or society 28/50
  29. 29. We’re stuck in our unconscious motivations and drivers 29/50
  30. 30. When under pressure, we tend to fall back to our old patterns. Kahneman 30/50
  31. 31. Fear of the new originates from the fear of loss. Kahneman 31/50
  32. 32. Driving forces will only get you so far, as the restraining forces will let you go Lewin 32/50
  33. 33. Leadership plays a decisive role in driving change Kotter 33/50
  34. 34. Designing for acceptance and change 1. Care about culture 2. Adapt to culture 3. Change the mindset 34/50
  35. 35. Step 1: start to care about culture 35/50
  36. 36. Care Understand Check Repeat Step 1: start to care about culture 36/50
  37. 37. Step 2: adapt to the culture without becoming a part of it 37/50
  38. 38. Step 2: Adapt to the culture without becoming a part of it Use their structures Talk their talk Dance to their beat 38/50
  39. 39. Step 3: change the mindset 39/50
  40. 40. Step 3: change the mindset Start a movement Design a soft landing Step out of the spotlight 40/50
  41. 41. Five lessons to take home 41/50
  42. 42. Be aware that culture can differ over several company aspects. Start with the quickest win. 1. No company has only one culture 42/50
  43. 43. Nurture the first follower(s): They make a lone nut into a leader 2. Movement over mandate 43/50
  44. 44. Dance to the beat of your client 3. Set the right pace 44/50
  45. 45. Instead of just repeating what you have done before: Focus on both the driving and the restraining forces. Make it easier (e.g. CX lab) Talk about potential barriers early on. 4. Pull, don’t push 45/50
  46. 46. From hands-on doer, to facilitator to coach. A coach who understands the local customs, ideas and social behavior. 5. Mind the changing role of the Service Designer 46/50
  47. 47. Lean into the discomfort with us 47/50
  48. 48. Because how can we expect the organisation to change when we can not or will not see it? This is a call to all service designers to get out of our comfort zone and start caring about culture 48/50
  49. 49. Let’s flip the script and invite culture over for breakfast 49/50
  50. 50. Thank you! If you want continue the conversation: Drop me a line on +31 (0)6 36402016 or send us a love letter at floor@koosservicedesign.com 50/50

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