The document discusses the evolving role of service designers in addressing complex problems with hybrid tools rather than relying solely on traditional design tools. It emphasizes the importance of starting with the problem and adapting service design processes to create value for customers. Key takeaways include the opportunity to reimagine tools, the necessity for organization-level transformation, and the potential for service design to foster shared value.

1. DRAF
Breaking The Blueprint
Hybrid tools for future
services
Chris Ferguson | Bridgeable | @chrisferg
Chad Story | Bridgeable | @chadstory
October 2nd, New York City

2. Page 2
PRESENTATION TITLE
⎯ WELCOME!⎯
FIND A PARTNER
&
TALK ABOUT YOUR FAVOURITE SERVICE DESIGN TOOL
WARM UP
5 minutes

3. DRAF
⎯ IDEA 1 ⎯
TOOLS AREN’T
THE ANSWER

4. Page 4
PRESENTATION TITLE
INCREASINGLY, SERVICE
DESIGNERS ARE BEING
CONTACTED TO PRODUCE
TOOLS, SUCH AS JOURNEY MAPS

5. Tool Problem

6. Page 6
PRESENTATION TITLE
Tools aren’t
the answer.
⎯ IDEA 2 ⎯
START WITH
THE PROBLEM

7. Page 7
PRESENTATION TITLE
SERVICE DESIGNERS ARE BEING
ASKED TO COMPLETE
INCREASINGLY COMPLEX TASKS.

8. ToolProblem

9. Page 9
PRESENTATION TITLE
⎯ WHO ARE WE? ⎯
WE BRIDGE THE GAP BETWEEN
WHAT ORGANIZATIONS KNOW
AND WHAT THEY DO.
TORONTO

10. Page 10
PRESENTATION TITLE
KNOW
Data, analytics, insights,
strategy…
DO
Services, Interactions,
Customer Experience…

11. Page 11
PRESENTATION TITLE
TRANSLATION
Connecting human understanding
with real innovation
opportunities for customers

12. Page 12
PRESENTATION TITLE
⎯ CASE STUDIES ⎯
DISCRETE
vs.
SYSTEMIC

13. Page 13
PRESENTATION TITLEDISCRETE vs. SYSTEMIC
Hybridization
Systemic LevelService Level Organization Level

14. Page 14
PRESENTATION TITLE
⎯ FOODSHARE ⎯
DISCRETE PROBLEM,
CLEAR TOOLS.

15. Page 15
PRESENTATION TITLE
FoodShare’s Catering Service
DISCRETE PROBLEM, CLEAR TOOLS.

16. Page 16
PRESENTATION TITLE
FIELD TO TABLE MADE
PHENOMENAL FOOD, BUT
FIELD TO TABLE MADE
PHENOMENAL FOOD, BUT
THE SERVICE WAS TERRIBLE.
DISCRETE PROBLEM, CLEAR TOOLS.

17. Page 17
PRESENTATION TITLE
EXPERIENCE MAP
Synthesizing the experience
DISCRETE PROBLEM, CLEAR TOOLS.

18. Page 18
PRESENTATION TITLE
Key Contact Name:
Contact Phone Number:
Date:
Delivery Address:
Delivery Time:
Departure Time:
Number of Guests:
IN EVERY ORDER:
______ = # of items
SET-UP:
EVENT DETAILS:
_____ Napkins
_____ Forks
_____ Knives
_____ Spoons
_____ Plates (Biodegradable)
_____ Plates (Reusable)
_____ Story cards
_____ Thank you cards
_____Cups (Cold)
_____ Mugs
DELIVERY SET-UP
FOOD/
BEVERAGES
CONDIMENTS/
ADD-ONS
ALLERGEN
LABELS
UTENSILS &
QUANTITY
MENU LABELS SPECIAL DIETS
plates
napkins cutlery
labellabel label label label label
label
cups
story cards
appetizer appetizer
main main
dessert dessert
drink
station
condiment condiment condiment condiment
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
Delivery Process Map
DISCRETE PROBLEM, CLEAR TOOLS.

19. Page 19
PRESENTATION TITLE
BLUEPRINT
Synthesizing the experience
DISCRETE PROBLEM, CLEAR TOOLS.

20. Page 20
PRESENTATION TITLEDISCRETE PROBLEM, CLEAR TOOLS.
Clearly defined team leads
Problem matches existing
tools
Understanding of the key
project stakeholders
Service level transformation
Foodshare
Discrete

21. Page 21
PRESENTATION TITLE
ORGANIZATIONAL TRANSFORMATION TO
BE CUSTOMER CENTRIC
COMPLEX PROBLEMS,
HYBRID TOOLS.

22. Page 22
PRESENTATION TITLE
The Healthcare Industry
COMPLEX PROBLEMS, HYBRID TOOLS
PHARMA COMPANY

23. Page 23
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
CHANGES IN THE REGULATORY
ENVIRONMENT AND WITH USER
BEHAVIOUR ARE PROMPTING
REINVENTION, BUT
ORGANIZATIONS ARE STRUGGLING TO
ADAPT THEIR OPERATING MODEL
CHANGES IN THE REGULATORY
ENVIRONMENT AND WITH USER
BEHAVIOUR ARE PROMPTING
REINVENTION, BUT

24. Page 24
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Product Focused Patient Focused

25. Page 25
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Hybridization
Systemic LevelService Level Organization Level

26. Page 26
PRESENTATION TITLE
ORGANIZATION-LEVEL TOOLS
Cross-Functional Process Map
COMPLEX PROBLEMS, HYBRID TOOLS

27. Page 27
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Hybridization
Systemic LevelService Level Organization Level

28. Page 28
PRESENTATION TITLE
EXTERNAL ENGAGEMENT TOOLS
External Network Alignment
COMPLEX PROBLEMS, HYBRID TOOLS

29. Page 29
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
COMPLEX PROBLEMS, HYBRID TOOLS
Unclear team leads and
responsibilities
Problem requires hybridized
tools
A mix of ambiguous external
and internal stakeholders
Enterprise wide
transformation with
Systemic implications
Pharma co.
Enterprise
Clearly defined team leads
Problem matches existing
tools
Understanding of the key
project stakeholders
Service level transformation
Foodshare
Discrete

30. Page 30
PRESENTATION TITLE
Tools aren’t
the answer.
⎯ ACTIVITY ⎯
BREAKING THE
BLUEPRINT

31. Page 31
PRESENTATION TITLEDISCRETE vs. SYSTEMIC
Hybridization
Systemic LevelService Level Organization Level

32. Page 32
PRESENTATION TITLETHE MATERIAL
Challenge Card & Workbook
FIND ANOTHER PAIR TO WORK WITH
& MAKE SURE YOU EACH HAVE ALL THESE PIECES
⎯ TEAM UP! ⎯

33. Page 33
PRESENTATION TITLETHE CHALLENGE
CONGRATS! YOU’VE JOINED A
NEW DESIGN TEAM WITH A
SUCCESSFUL PROJECT, BUT
THERE ARE A LOT OF
CONCERNS…
Challenge Card

34. Page 34
PRESENTATION TITLETHE PROOF OF CONCEPT
BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE
BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND
WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR
PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.

35. Page 35
PRESENTATION TITLEYOUR TASK
• Mom’s Healthcare Journey
• Proof of concept
• Stakeholders list &
questions
• Visualization examples
• Example of classic
Service design tools
• Hybrid service design tool
template to facilitate
dialogue and aggregate
information from
stakeholders.
• Instructions on how to use
it during the workshop
INPUTS OUTPUTS
Activity p.6-7

36. Page 36
PRESENTATION TITLETHE PROOF OF CONCEPT
BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE
BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND
WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR
PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.

37. Page 37
PRESENTATION TITLE
THERE ARE MORE
OPPORTUNITIES THAN EVER
TO APPLY SERVICE TOOLS TO
SYSTEMIC CHALLENGES
⎯ TAKE AWAY 1 ⎯

38. Page 38
PRESENTATION TITLE
AS PRACTITIONERS THERE
ARE OPPORTUNITIES TO
THOUGHTFULLY REIMAGINE
OUR TOOLS AND PROCESSES
⎯ TAKE AWAY 2 ⎯

39. Page 39
PRESENTATION TITLE
WHEN DONE WELL, SERVICE
DESIGN CREATES SHARED
VALUE.
⎯ TAKE AWAY 3 ⎯

40. Page 40
PRESENTATION TITLE
Chris Ferguson
@chrisferg
Chad Story
@chadstory
Want to know more about us?
www.bridgeable.com