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Markus Hormess & Jakob Schneider: Doing is the hard part - 12 commandments of Service Design

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While we generally agree on the usefulness of many methods and tools in service design, we all struggle when it comes to long-term, real-world implementation. Markus and Jakob, who together with Marc and Adam just published This is Service Design Doing, will use this session to share their perspective on the doing part of service design. They will draw parallels between business realities and their co-creative approach to designing a 600-page business book. We hear about pivots, the limits of iterations, how to sell service design to non-believers, and why projects take 2 years longer than expected.

How standardized can a process be? What do we ask of the people involved? What are dead ends? And how can we stop talking all this bullshit and start to empower people? As a humble suggestion, Markus and Jakob will share their 12 Commandments of Service Design. Co-authors Marc and Adam will be present on screen as well, answering recent questions from the service design community.

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Markus Hormess & Jakob Schneider: Doing is the hard part - 12 commandments of Service Design

  1. 1. www.service-design-network.org/sdgc/2018# SDGC18 @SDGC2018 @SDNetwork Doing is the hard part — 12 commandments of service design Markus Hormeß | WorkPlayExperience
 Jakob Schneider | More than Metrics
  2. 2. #SDGC18 DOINGIS 12 COMMANDMENTS OF THEHARDPART SERVICE DESIGN Markus Hormeß Jakob Schneider
  3. 3. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  4. 4. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Markus Hormeß Co-Author Jakob Schneider Visual Designer Marc Stickdorn Co-Author Adam Lawrence Co-Author
  5. 5. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Markus Hormeß
 Co-Author and Editor #TiSDD — Founder of WorkPlayExperience
 — Instigator of Global Service Jam — Service innovator and organisational consultant
 — 22 years in the business
 — Background in theoretical physics
  6. 6. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Jakob Schneider
 Visual Designer #TiSDD and #TiSDT — Creative director and partner at KD1 design agency
 — Co-founder and CCO at More than Metrics — Strategic design consultant and visual designer
 — 12 years in the business
 — Background in communication design
  7. 7. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 01 Co-Creation with 300 individuals 02 Standard process vs. Process standard 03 Consulting vs. doing 04 The 12 commandments 05 Avoiding the bullshit OKAY,FINALROUND…
  8. 8. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 01 CO-CREATION WITH 
 300 INDIVIDUALS
  9. 9. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 2010Capturing a status 2018Getting practical
  10. 10. WHOMAYWRITE SUCHABOOK?
  11. 11. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 33Cases 54Methods online 96Co-authors 105Expert tips/comments 205Contributors 547Footnotes
  12. 12. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider “I believe SD is the present and future of a holistic 
 design approach to most if not all problems we face. TISDT started me down the path of implementing 
 SD as a practice. I’d love to help shape this new book.” WHYCo-Editing? — TiSDD Contributor
  13. 13. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider AMSTERDAM NOV 2018 NEW YORK JUL 2018 AMSTERDAM JUL 2018 AMSTERDAM MARCH 2018 AMSTERDAM NOV 2017 AMSTERDAM MAY 2017 SANTIAGO DE CHILE APR 2017 AMSTERDAM OCT 2016 AMSTERDAM APR 2016 RIO DE JANEIRO SEPT 2015 AMSTERDAM APR 2015 BARCELONA JUL 2014 SHANGHAI SEP 2014 ATLANTA OCTOBER 2014 AMSTERDAM JAN 2014 BERLIN JUL 2013
  14. 14. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider The school’s script
  15. 15. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider The co-created school’s script Google Doc
  16. 16. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider The completely revisedrewritten co-created school’s script on Google Docs shared with 200 people
  17. 17. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider static layout Arranged in edited along PDFs
  18. 18. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  19. 19. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  20. 20. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  21. 21. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  22. 22. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider USETHISMODEL,THEYSAID. ITWILLGUIDEYOU,THEYSAID.
  23. 23. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 02 STANDARD PROCESS
 VS. PROCESS STANDARD
  24. 24. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider The Squiggle The Mayhem
  25. 25. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider The Squiggle The Mayhem The Fountain The March The Autobahn The Black Hole The Pinball The Maze The Hyperloop The Bow Tie The Plate The Curtain
  26. 26. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider TRUSTTHEPROCESS! Meanwhile, in workshop land …
  27. 27. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Preparation Introduction Welcome Developing keyinsights Developing keyinsights Presenations Documentation 10plus10 Ideaportfolio Investigative rehearsal Desktop walkthrough Paperprototyping Cardboard prototyping Journeymapping and/or systemmapping 4–8 HOURS introduction workshop
  28. 28. Data collection Datacollection Builda ResearchWall Analysedata Creatingpersonas Mappingjourneys Mappingsystems Developkeyinsights Developfirstinsights (Developing keyinsights) Adaptresearchplanning Preparatoryresearch Researchplanning DAY 1 DAY 2 DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 5-day service design sprint
  29. 29. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  30. 30. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 5-day service design iteration 3-day service design session introduction workshop service design sprint pilot project experience pitchincubator session innovation challenge 1-year service design implementation 2-year cultural change teaser stunt
  31. 31. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider DESIGNTHE
 PROCESSITSELF!— This is Service Design Thinking, 2010
  32. 32. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Constant Constraints Process
  33. 33. IMPLEMENTATION PROTOT YPING RES EARCH IDEA TION DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Activities
  34. 34. “How might we …?” – trigger questions from insights Generating jobs-to-be-done insights Building a research wall Creating personas Mapping journeys Mapping systems Developing key insights Writing user stories Compiling research reports Knowing how people change Beliefs and emotions Key tactics of change Understanding what will change APHIC APPROACHES ography ation ea board h Ideation and mini-sprint Software prototyping Build Release Imagine Define Realize Support/Use Retire/Dispose Support/Use Mindset change Creation Testing Building Monitoring Needs assessment Slicing the elephant – splitting the challenge Ideas from journey mapping Ideas from future-state system Brainstorming and brainwriting 10 plus 10 Bodystorming Ideation based on Benny Hill sorting (Thir Idea portfolio Octopus clustering Quick voting methods P Cardboard prototyping Paper prototyping Wireframing Wizard-of-Oz approaches Service advertisement Sketching Media boards Business Model Canvas Desktop system mapping (Business Origami) DESK RESEARCH Preparatory research Secondary research depth interview Non-participant observation PARTICIPANT APPROACHES Mobile ethnography Cultural probes Desktop walkthrough Partial service rehea Subte THEATRICAL MET Rehearsing digita DATA VISUALIZATION AND ANALYSIS DATA COLLECTION CHANGE MANAGEMENT SOFTWARE DEVELOPMENT SERVICE DESIGN/ ARCHITECTURE SERVICE DESIGN/ PRODUCT MANAGEMENT PRE-IDEATION METHODS GENERATING MANY IDEAS ADDING DEPTH/ DIVERSIFYING IDEAS UNDERSTANDING/ CLUSTERING/RANKING REDUCING OPTIONS SERVICE PROCESSES AND EXPERIENCES OBJECTS AND ENVIRONMENTS PROTOTYPING FOR THE DIGITAL FURTHER METHODS ECOSYSTEMS AND BUSINESS VALUE IMPLEM ENTATION PROTOT YPING RES EARCH IDEA TION DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  35. 35. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider FREEDOM?
  36. 36. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider ANARCHY?
  37. 37. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider YOUNEEDMORE STRUCTURE
 THANYOUTHINK When people are are involved …
  38. 38. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider THEMORE
 FREEDOM
 YOUWANT THEMORE
 STRUCTURE
 YOUNEED
  39. 39. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 03 CONSULTING 
 VS. DOING
  40. 40. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 4CLEARSTEPS Just work with these …
  41. 41. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 7DEFINITESTAGES It’s easy and clear with these …
  42. 42. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider DIVERGE/
 CONVERGE It’s just this simple …
  43. 43. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 5PHASES Just follow these …
  44. 44. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider CIRCULAR
 SINE
 CIRCLES You’re safe if you’re living …
  45. 45. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Meme based on Futurama by Matt Groening
  46. 46. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider NOTSURE
 IFREALADVICE ORCONSULTANT
 BULLSHIT Meme based on Futurama by Matt Groening
  47. 47. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider ACTIVITIES Don’t we just talk about …
  48. 48. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider THEPROCESS™Version 367.2.7
  49. 49. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Suitable and feasible activities
  50. 50. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Adaption to real-world constraints
  51. 51. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider OFFIC IALLY APPRO VEDOFFIC IALLYAPPRO VED GOOD ENOUGH ANDTHEREWEGO.Version 367.2.8
  52. 52. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider WHENISIT The single most OFFIC IALLY APPRO VEDOFFIC IALLYAPPRO VED GOOD ENOUGH important question ?
  53. 53. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 04 THE 12 
 COMMANDMENTS
  54. 54. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider CALLIT WHATYOULIKE 1
  55. 55. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider MAKE FIRSTDRAFTS 2 SH!TTY
  56. 56. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider YOUARE AFACILITATOR 3
  57. 57. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider DOING NOTTALKING 4
  58. 58. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider YES,BUT… & YES,AND… 5
  59. 59. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider FINDTHE RIGHTPROBLEM BEFORESOLVINGITRIGHT 6
  60. 60. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider PROTPTYPE INTHE REALWORLD 7
  61. 61. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider DON’TPUT ALLYOUREGGS INONEBASKET 8
  62. 62. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider IT’SNOTABOUTTOOLS…9 IT’SABOUT CHANGINGREALITY
  63. 63. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider PLANFORITERATION… THENADAPT 10
  64. 64. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider ZOOMIN AND ZOOMOUT 11
  65. 65. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider IT’SALL SERVICES 12
  66. 66. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider 05 AVOID THE 
 BULLSHIT
  67. 67. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider LET’SNOTBETHE CONSULTANCY
 WENEVER WANTEDTOBE. We went out to do it differently …
  68. 68. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider PEOPLEDON’TWANT SERVICEDESIGN,
 THEYWANTTHEIR PROBLEMSSOLVED. Yes, it sounds a bit trivial.
  69. 69. Service design SEARCH STOCK DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  70. 70. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  71. 71. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  72. 72. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  73. 73. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider
  74. 74. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider [MOBILITYEXPERIENCE] Let’s look at …
  75. 75. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  76. 76. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  77. 77. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  78. 78. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider [HOSPITALITYEXPERIENCE] Let’s look at …
  79. 79. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  80. 80. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  81. 81. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  82. 82. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  83. 83. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider [AVIATIONEXPERIENCE] Let’s look at …
  84. 84. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  85. 85. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  86. 86. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  87. 87. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider Credit: Shutterstock
  88. 88. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider WHATWILLHELPYOUACTUALLY
 DELIVERSERVICEDESIGN? Final task: your key take-away
  89. 89. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider WELL,LET’S
 CALLTHIS… OFFIC IALLY APPRO VEDOFFIC IALLYAPPRO VED GOOD ENOUGH
  90. 90. DOINGISTHEHARDPART SDGC18 Markus Hormeß Jakob Schneider THANKYOU! TALLER GUY Markus Hormeß NOT ON STAGE Marc Stickdorn SMALLER GUY Jakob Schneider NOT ON STAGE Adam Lawrence
  91. 91. www.service-design-network.org/sdgc/2018# SDGC18 @SDGC2018 @SDNetwork Markus Hormeß
 @markusedgar Jakob Schneider
 @jakoblies Book, school, methods: www.tisdd.com Markus’ company: www.workplayexperience.com Jakob’s companies: www.morethanmetrics.com www.kd1.com

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