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Service Design Network UK Conference - Nick de Leon SDN june 2016

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Nick de Leon

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Service Design Network UK Conference - Nick de Leon SDN june 2016

  1. 1. MANAGING BY DESIGN Dr Nick de Leon, Royal College of Art
  2. 2. SERVICE DESIGN AT THE RCA Blending design excellence at the RCA with technology, entrepreneurship and business management from Imperial College’s MBA and its world class Department of Computing Europe’s largest dedicated Service Design Studio: 60 designers and 10 concurrent projects
  3. 3. Goal: Envisage and then enable a holistic and seamless user experience, and create new levels of value not only for the recipient but all the stakeholders involved Service Innovation PolicyEnvision SERVICE DESIGN: THREE PLATFORMS
  4. 4. Processes Policy Proposals Practice Strategic Positioning of Service Design for Policy and Public Service Innovation For Policy and Public Service Innovation
  5. 5. Service Delivery Strategy Service Propositions Strategic Positioning of Service Design for Enterprise Service Experience
  6. 6. LEVELS OF IMPACT Design for service interaction
  7. 7. LEVELS OF IMPACT Design for Interactions Design for Services
  8. 8. LEVELS OF IMPACT Design for Interactions Design for Services Design for Systems Financial Inclusion Centre
  9. 9. LEVELS OF IMPACT Design for Interactions Design for Services Design for Systems Design for Policy
  10. 10. THE NEW BUSINESS AND CONSUMER EXPERIENCE CHANGING EXPECTATIONS DRIVEN BY THE CONSUMER DIGITAL EXPERIENCE
  11. 11. Designing and Innovating Services How does Amazon compare to your procurement system
  12. 12. Which is easier – finding a life partner on Match.com or using your in house HR System?
  13. 13. Is your online banking solution this engaging?
  14. 14. Buying and Audi in London Piccadilly
  15. 15. MOVING BEYOND USER CENTRICITY ANTHROPOCENTRIC DESIGN: DESIGNING THE EXPERIENCE EQUALLY FOR THE PROVIDER AS WELL AS THE RECIPIENT Provider Recipient Co-creation of value
  16. 16. DESIGNING THE NEW WORKPLACE EXPERIENCE MATTERS WHEN YOU’RE COMPETING FOR TOP TALENT
  17. 17. SOME OF THE DRIVERS • Changing attitudes to work • Personal empowerment • Alignment of personal and organisational values • Technology • Flexibility and the blurring of work/life boundaries From the career ladder to the career lattice: Liquid working
  18. 18. APPLYING SERVICE DESIGN TO THE EMPLOYEE AND WORKPLACE EXPERIENCE • Culture of the workplace • Recruitment and retention programmes • Appraisal, rewards and incentives • Organisational structure • Task, workflows and resulting business processes • The tools for the job • Physical workplace
  19. 19. WORKPLACE DESIGN People Process Place Props ICT, Products EXP + + + = EXP People Process Place Products ICT, Products + + +=
  20. 20. Designing and Innovating Services The dignity that work brings – esteem and self respect
  21. 21. BUT THE NEW WORKPLACE HAS ANOTHER SIDE • 0.8 Million working on zero hours contracts • 1.6 Million on temporary contracts • 8.1 Million part-time workers • 1.4 Million on minimum wage Who is going to redesign the nature of work for them? (ONS, 2016 and LPC, 2015)
  22. 22. 6 PRINCIPLES FOR DESIGNING THE WORKPLACE EXPERIENCE • Identify deep and compelling needs • Focus on capacity to contribute and generate new value, to be valued and to share values • Design the experience then engineer the workflow • Ensure coherent narrative connecting organisation, its people and those it serves • Collaborate, co-create and co-produce • Stimulate intellectual, social and sensory engagement

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