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Florian Fischer & Anna Marchuk: Delivering a Service Design Mindset

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Service innovation is a lot about people. 1 year ago there was a new team without a shared vision, pile of unstructured features and many ideas - typical challenge of a large corporation. We want to share a story of solving it by changing mindset of the people and developing a service-design toolbox for going from ideas to implementation of digital mobility services at BMW. Our practical insights will show how to use service design methods to: align expectations of individuals and create teams that work towards a common vision; address the challenge of not starting from scratch by identifying ideas that are worth keeping; foster customer-centric mindset and focus on holistic experiences.

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Florian Fischer & Anna Marchuk: Delivering a Service Design Mindset

  1. 1. Delivering a Service Design Mindset Building mindset & re-inventing tools for service design in large corporations Dr. Florian Fischer | BMW Group Anna Marchuk | HYVE
  2. 2. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 2
  3. 3. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 3 Service design is about people. Firstly, you need to deliver the right mindset.
  4. 4. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 4 Mindset makes a service future-proof.
  5. 5. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 5
  6. 6. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 6 3 people Piles of features & ideas NEED JOURNEY MANAGEMENT SERVICES Scale Time mid 2016
  7. 7. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 7 The first portfolio evolved from “the drawers of engineers”
  8. 8. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 8 15 people Growing amount of ideas NEED JOURNEY MANAGEMENT SERVICES 3 people Piles of features & ideas NEED A VISION & CUSTOMER CENTRICITY mid 2016 mid 2017 Scale Time
  9. 9. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 9 Service Innovation Workshop 5 teams x 5 people x 3 days
  10. 10. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 10 Include everyone. No matter how challenging the conversations will get. Let the people speak out. Listen carefully.
  11. 11. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 11 Focus on customer experience – it will be the first point of common agreement.
  12. 12. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 12 Implement agile research.
  13. 13. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 13 Share good experience of the first project to foster customer-centric mindset.
  14. 14. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 14 Make the team proud. Visualize the results in a way how the team would like to pitch them to stakeholders.
  15. 15. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 15 NEED JOURNEY MANAGEMENT SERVICES Piles of features & ideas Growing amount of ideas 15 people 3 people NEED A VISION & CUSTOMER CENTRICITY 20 people Service concepts NEED TO DEFINE & DELIVER mid 2016 mid 2017 end 2017 Scale Time
  16. 16. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 16 Customize project management approach and service design tools to be effective in realities of specific organization. Help the teams be successful in their realities.
  17. 17. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 17 Structured “master-plan” is the next step towards growing the initial success. It needs to be transparent, agile, and fitting to the organization.
  18. 18. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 18 1st Train 2nd Train 3rd Train Your options for participation Take whole train with a feature Pick different train segments with a feature Hop-on to a specific train segment Develop a long-term topic 1st Train 2nd Train 3rd Train Exploration Ideation Concept Development User Research Refinement X-Touchpoint Testing 1 2 3 4 5 61 2 3 4 5 61 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 3 1 2 3 4 5 6
  19. 19. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 19 Prepare for regular user research. Research should keep up with the pace of development.
  20. 20. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 20 Expert user interviews for strategy & vision inspiration Netnography Insights for revealing of user needs, pain points and wishes Customer Advisory Board for specific questions, quick feedback and concept testing
  21. 21. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 21 Expert user interviews for strategy & vision inspiration Netnography Insights for revealing of user needs, pain points and wishes Customer Advisory Board for specific questions, quick feedback and concept testing #EVetiquette #EVCharging #WindShieldNotes https://twitter.com/hashtag/evEtiquette?src=hash
  22. 22. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 22 Expert user interviews for strategy & vision inspiration Netnography Insights for revealing of user needs, pain points and wishes Customer Advisory Board for specific questions, quick feedback and concept testing
  23. 23. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 23 Experience mapping supports team alignment by linking customer and technological perspectives.
  24. 24. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 24 Experience maps – based on data, designed as stories.
  25. 25. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 25 Prioritize according to the experience maps. It is the fastest way to reach agreement in a team, and deliver what customers want.
  26. 26. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 26 3 questions that helped us to prioritize ideas and concepts: 1. Did we capture all pain points? Which are the strongest?
  27. 27. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 27 3 questions that helped us to prioritize ideas and concepts: 1. Did we capture all pain points? Which are the strongest? 2. How might the ideal experience feel from our customer‘s perspective?
  28. 28. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 28 3 questions that helped us to prioritize ideas and concepts: 1. Did we capture all pain points? Which are the strongest? 2. How might the ideal experience feel from our customer‘s perspective? 3. Which features and ideas help us solve the pain points and contribute to delivering the experience vision?
  29. 29. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 29 3 questions that helped us to prioritize ideas and concepts: 1. Did we capture all pain points? Which are the strongest? 2. How might the ideal experience feel from our customer‘s perspective? 3. Which features and ideas help us solve the pain points and contribute to delivering the experience vision? 2 1 3 Idea portfolio
  30. 30. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 30 30 people Services to be delivered mid 2016 mid 2017 end 2017 2018 Growing amount of ideas NEED JOURNEY MANAGEMENT SERVICES Piles of features & ideas NEED TO SCALE 15 people 3 people NEED A VISION & CUSTOMER CENTRICITY 20 people Service concepts NEED TO DEFINE & DELIVER Scale Time
  31. 31. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 31 Service definition sprints facilitate quick development, testing and refinement of specific features.
  32. 32. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 32 Exploration Ideation Concept Development User Research Refinement X-Touchpoint Testing Experience maps Use cases Customer journey maps TouchpointsPersonas Gains Pains Features Experience Planning Starting Driving Arriving Visualization how features will contribute to solving pain points, creating customer gains and delivering envisioned customer experience on every step of the journey. Use case 1 User stories User stories User stories User stories Use case 2 Explanation why this use case is the most relevant for certain personas. Development directions TrendsAssumptions • Management summary • Specific to features (if possible) • Link to full debrief deck • Facts / steps / needs that have to be fulfilled to make the service work: e.g. technological assumptions, usage assumptions. • Only if information is available • Technology trends, UX / UI trends • Industry trends, macro trends, societal trends Touchpoints that are relevant for this use case. Wireframes Wireframes WireframesWireframes Planning Starting Driving Arriving 1 2 34 5 6 7 8 Explanation why this use case is the most relevant for certain personas.
  33. 33. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 33 Refined toolbox and success stories will be the next step towards scaling.
  34. 34. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 34 NEED JOURNEY MANAGEMENT SERVICES Do the right things: deliver mindset & vision Do things right: deliver tools & scale Services to be delivered Growing amount of ideas Piles of features & ideas NEED TO SCALE 15 people 3 people NEED A VISION & CUSTOMER CENTRICITY 20 people Service concepts NEED TO DEFINE & DELIVER mid 2016 mid 2017 end 2017 2018 Scale Time
  35. 35. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 35 Service design is a mindset and a tool-box.
  36. 36. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 36 The mindset helps you to see a big picture – understand the whole experience from the customer perspective.
  37. 37. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 37 The mindset helps you to see a big picture – understand the whole experience from the customer perspective. The tool-box helps you to excel in the details that you choose to focus on – develop and deliver valuable and meaningful services.
  38. 38. Thank you! Dr. Florian Fischer Innovation Manager for Journey Management Services BMW GROUP Florian.FI.Fischer@bmw.de Anna Marchuk Senior Researcher & Service Designer HYVE Anna.Marchuk@hyve.net

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