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Service
Design
Drinks
S A P S E / AU G U ST 1 3 , 2 0 1 4
Designing for
the Back Office
Marion Fröhlich & Mauro Rego
with Service Design Berlin
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
I N T R O
Where are we today?
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Marion Fröhlich
Senior Strategic Design
Consultant at SAP
@marionfroehlich
Mauro Rego
Tall Strategic Design
Consultant at SAP
@mauroalex
I N T R O
Who is talking today?
´
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Consumerization of enterprise IT
#1 Build trustworthy relationships
#2 Take the human in account
#3 Same, same, but different
Hands-on Exercise
AG E N DA
Designing for the Back-Office
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
“Why does my secretary need a great
software experience?”
— Cu s t o m e r, 2 0 1 4
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014EnjoySAP Icons, frog design (2014) http://www.frogdesign.com/work/
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014SAP Design Guild (2000) http://www.sapdesignguild.org/editions/philosophy_articles/colors.asp
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
expectations
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
consumerization
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Relationship between a design function and
the larger supported organization
M O D E L
Design integral
to all aspects of
the organization
Design as
external
resource
Design as
part of the
organization
Design at the
core of the
organization
Model by S. Junginger (2013)
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
TO DAY
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Relationship between a design function and
the larger supported organization
M O D E L
Consumer-
facing services
Employee-
facing Services
We need to apply
design practice also
to the back-office!
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Design as
external
resource
Design integral
to all aspects of
the organization
Design as
part of the
organization
Design at the
core of the
organization
Relationship between a design function and
the consumer- & employee-facing organization
M O D E L
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Consumer-
facing services
Employee-
facing Services
M O D E L
When design is
fully integrated
Relationship between a design function and
the consumer- & employee-facing organization
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Simple,
Engaging,
Open
Complex,
Cut & Dried,
Controlled
CO M PA R I S O N
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Support the individual Support an organization
Self-managed Predefined
Minimal commitment High commitment
CO M PA R I S O N
Consumer
Applications
Enterprise
Applications
Usability & Pleasure Efficiency & Functionality
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
“Why does my secretary need a great
software experience?”
— Cu s t o m e r, 2 0 1 4
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
T H E VA LU E
PLEASURABLE
USABLE
RELIABLE
FUNCTIONAL
Designing for Emotion, Aaron Walter (2011)
From an employee
point of view
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
T H E VA LU E
From a customer
point of view
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
T H E VA LU E
From a personal
point of view
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
BUILD TRUSTWORTHY RELATIONSHIPS
#1
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Enterprise
IT Departement
We need to sell to IT and
design for to the employee
# 1 R E L AT I O N S H I P S
Employee
Dept
# 1 R E L AT I O N S H I P S
Design collaboratively with professionals
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Convince the „secretary“ as much as managers
# 1 R E L AT I O N S H I P S
SAP (2014) https://experience.sap.com/designservices/
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 1 R E L AT I O N S H I P S
Performance vs. Simplicity
Simplicity
SAP (2014) https://experience.sap.com/designservices/
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
TAKE THE HUMAN INTO ACCOUNT
#2
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
INFRASTRUCTURE
ORGANIZATION & PROCESS
PEOPLE & CULTURE
# 2 B E H U M A N
Beyond the experience….
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 1 R E L AT I O N S H I P S
Thoroughly design with people
Simplicity
SAP (2014) https://experience.sap.com/designservices/
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
SAME, SAME BUT DIFFERENT
#3
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.
SAP (2014) http://www.sap-innovationcenter.com/
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
ROLES
I HAVE TO MAKE SURE THAT...
TASKS
List here the most interesting roles. List here the tasks that the describe the role.
JASMIN, 45 yêrs old
Bak Y OWNER
I am the bakery owner. I like to take care of the cus-
tomers (since this bakery belonged to my mom
before me). We have really loyal customers from all
over the region. I keep the costs low with employees
(I only employ 2 full time employees and help even
with cleaning sometimes), and I make sure to have
the best deals with suppliers.
1. Read the persona description.
2. List what this person has to accomplish (e.g.: I have
to make sure that the whole store is clean)
3. For each listed item, generate a role that represents
it.
4. Choose a role and list the tasks that the person has
to fulfil in order to accomplish what he or she has to
make sure.
If you have questions, keep calm and call one of us.
INSTRUCTIONS
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Tobias Persona
28 Years old
Barista
Tobias Stock Manager
“I have to make sure that the
stock is always full”
Tobias Cleaner
“I have to make sure that the
counter and the tables are
clean”
Tobias Cashier
“I have to make sure that the
tips are counted and the
orders fit with the money in
the box”
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
#1 Build trustworthy relationships
#2 Take the human in account
#3 Same, same, but different
TA K E AWAYS
Designing for the Back Office
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Marion Fröhlich
marion.froehlich@sap.com
@marionfroehlich
Mauro Rego
mauro.rego@sap.com
@mauroalex
T H A N K YO U
Drop us a line.
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014Business Model Canvas: Alexander Osterwalder & Yves Pigneur
Exercise: From Personas to Roles
ROLES
I HAVE TO MAKE SURE THAT...
TASKS
List here the most interesting roles. List here the tasks that the describe the role.
JASMIN, 45 yêrs old
Bak Y OWNER
I am the bakery owner. I like to take care of the cus-
tomers (since this bakery belonged to my mom
before me). We have really loyal customers from all
over the region. I keep the costs low with employees
(I only employ 2 full time employees and help even
with cleaning sometimes), and I make sure to have
the best deals with suppliers.
1. Read the persona description.
2. List what this person has to accomplish (e.g.: I have
to make sure that the whole store is clean)
3. For each listed item, generate a role that represents
it.
4. Choose a role and list the tasks that the person has
to fulfil in order to accomplish what he or she has to
make sure.
If you have questions, keep calm and call one of us.
INSTRUCTIONS
20
Service Experience Camp 2014
SEPT 13 - 14, 2014 • BERLIN
Key Talks: Get inspired
Barcamp: Learn, grow and connect
Special formats: Experience it yourself
Service Experience Walk
Experience special services
in Berlin
Camp at COJE
Spend two nights with 9
other camp participants at a
unique space in Berlin
An opinion from SAP
I wish that more people from large companies
would use this opportunity to get inspiration to
re-think what they are doing – it will bring real
value to all those buzz words out there: innovation,
customer centricity, simplicity.
Petra Meyer, Human Resources (SAP)
“
”
3 reasons to join
Get inspired by thought leaders in service innovation
Acquire new skills during hands-on workshops
Connect with other service experience experts
Italy
Germany
Belgium
Denmark
Poland
Switzerland
Great Britain
Greece
USA
Spain
Portugal
Camp participants
so far
www.serviceexperiencecamp.de
until 31
august
regular
tickets
Discover more & get your ticket at:
Thank you!
See you soon.
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin

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Designing for the Back Office – Service Design Drinks Berlin

  • 1. Service Design Drinks S A P S E / AU G U ST 1 3 , 2 0 1 4 Designing for the Back Office Marion Fröhlich & Mauro Rego with Service Design Berlin
  • 2. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 I N T R O Where are we today?
  • 3. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Marion Fröhlich Senior Strategic Design Consultant at SAP @marionfroehlich Mauro Rego Tall Strategic Design Consultant at SAP @mauroalex I N T R O Who is talking today? ´
  • 4. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Consumerization of enterprise IT #1 Build trustworthy relationships #2 Take the human in account #3 Same, same, but different Hands-on Exercise AG E N DA Designing for the Back-Office
  • 5. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 “Why does my secretary need a great software experience?” — Cu s t o m e r, 2 0 1 4
  • 6. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014EnjoySAP Icons, frog design (2014) http://www.frogdesign.com/work/
  • 7. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014SAP Design Guild (2000) http://www.sapdesignguild.org/editions/philosophy_articles/colors.asp
  • 8. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 expectations
  • 9. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 consumerization
  • 10. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Relationship between a design function and the larger supported organization M O D E L Design integral to all aspects of the organization Design as external resource Design as part of the organization Design at the core of the organization Model by S. Junginger (2013)
  • 11. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 TO DAY
  • 12. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Relationship between a design function and the larger supported organization M O D E L Consumer- facing services Employee- facing Services We need to apply design practice also to the back-office!
  • 13. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Design as external resource Design integral to all aspects of the organization Design as part of the organization Design at the core of the organization Relationship between a design function and the consumer- & employee-facing organization M O D E L
  • 14. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Consumer- facing services Employee- facing Services M O D E L When design is fully integrated Relationship between a design function and the consumer- & employee-facing organization
  • 15. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Simple, Engaging, Open Complex, Cut & Dried, Controlled CO M PA R I S O N
  • 16. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Support the individual Support an organization Self-managed Predefined Minimal commitment High commitment CO M PA R I S O N Consumer Applications Enterprise Applications Usability & Pleasure Efficiency & Functionality
  • 17. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 “Why does my secretary need a great software experience?” — Cu s t o m e r, 2 0 1 4
  • 18. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 T H E VA LU E PLEASURABLE USABLE RELIABLE FUNCTIONAL Designing for Emotion, Aaron Walter (2011) From an employee point of view
  • 19. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 T H E VA LU E From a customer point of view
  • 20. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 T H E VA LU E From a personal point of view
  • 21. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 BUILD TRUSTWORTHY RELATIONSHIPS #1
  • 22. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Enterprise IT Departement We need to sell to IT and design for to the employee # 1 R E L AT I O N S H I P S Employee Dept
  • 23. # 1 R E L AT I O N S H I P S Design collaboratively with professionals Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
  • 24. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Convince the „secretary“ as much as managers # 1 R E L AT I O N S H I P S SAP (2014) https://experience.sap.com/designservices/
  • 25. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 # 1 R E L AT I O N S H I P S Performance vs. Simplicity Simplicity SAP (2014) https://experience.sap.com/designservices/
  • 26. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 TAKE THE HUMAN INTO ACCOUNT #2
  • 27. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 INFRASTRUCTURE ORGANIZATION & PROCESS PEOPLE & CULTURE # 2 B E H U M A N Beyond the experience….
  • 28. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 # 1 R E L AT I O N S H I P S Thoroughly design with people Simplicity SAP (2014) https://experience.sap.com/designservices/
  • 29. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 SAME, SAME BUT DIFFERENT #3
  • 30. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 # 3 S A M E , S A M E B U T D I F F E R E N T Roles instead of personas. SAP (2014) http://www.sap-innovationcenter.com/
  • 31. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 # 3 S A M E , S A M E B U T D I F F E R E N T Roles instead of personas. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
  • 32. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 # 3 S A M E , S A M E B U T D I F F E R E N T Roles instead of personas.
  • 33. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 # 3 S A M E , S A M E B U T D I F F E R E N T Roles instead of personas.
  • 34. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 ROLES I HAVE TO MAKE SURE THAT... TASKS List here the most interesting roles. List here the tasks that the describe the role. JASMIN, 45 yêrs old Bak Y OWNER I am the bakery owner. I like to take care of the cus- tomers (since this bakery belonged to my mom before me). We have really loyal customers from all over the region. I keep the costs low with employees (I only employ 2 full time employees and help even with cleaning sometimes), and I make sure to have the best deals with suppliers. 1. Read the persona description. 2. List what this person has to accomplish (e.g.: I have to make sure that the whole store is clean) 3. For each listed item, generate a role that represents it. 4. Choose a role and list the tasks that the person has to fulfil in order to accomplish what he or she has to make sure. If you have questions, keep calm and call one of us. INSTRUCTIONS # 3 S A M E , S A M E B U T D I F F E R E N T Roles instead of personas.
  • 35. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Tobias Persona 28 Years old Barista Tobias Stock Manager “I have to make sure that the stock is always full” Tobias Cleaner “I have to make sure that the counter and the tables are clean” Tobias Cashier “I have to make sure that the tips are counted and the orders fit with the money in the box” # 3 S A M E , S A M E B U T D I F F E R E N T Roles instead of personas.
  • 36. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 #1 Build trustworthy relationships #2 Take the human in account #3 Same, same, but different TA K E AWAYS Designing for the Back Office
  • 37. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014 Marion Fröhlich marion.froehlich@sap.com @marionfroehlich Mauro Rego mauro.rego@sap.com @mauroalex T H A N K YO U Drop us a line.
  • 38. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014Business Model Canvas: Alexander Osterwalder & Yves Pigneur Exercise: From Personas to Roles ROLES I HAVE TO MAKE SURE THAT... TASKS List here the most interesting roles. List here the tasks that the describe the role. JASMIN, 45 yêrs old Bak Y OWNER I am the bakery owner. I like to take care of the cus- tomers (since this bakery belonged to my mom before me). We have really loyal customers from all over the region. I keep the costs low with employees (I only employ 2 full time employees and help even with cleaning sometimes), and I make sure to have the best deals with suppliers. 1. Read the persona description. 2. List what this person has to accomplish (e.g.: I have to make sure that the whole store is clean) 3. For each listed item, generate a role that represents it. 4. Choose a role and list the tasks that the person has to fulfil in order to accomplish what he or she has to make sure. If you have questions, keep calm and call one of us. INSTRUCTIONS 20
  • 39. Service Experience Camp 2014 SEPT 13 - 14, 2014 • BERLIN
  • 40. Key Talks: Get inspired
  • 41. Barcamp: Learn, grow and connect
  • 42. Special formats: Experience it yourself Service Experience Walk Experience special services in Berlin Camp at COJE Spend two nights with 9 other camp participants at a unique space in Berlin
  • 43. An opinion from SAP I wish that more people from large companies would use this opportunity to get inspiration to re-think what they are doing – it will bring real value to all those buzz words out there: innovation, customer centricity, simplicity. Petra Meyer, Human Resources (SAP) “ ”
  • 44. 3 reasons to join Get inspired by thought leaders in service innovation Acquire new skills during hands-on workshops Connect with other service experience experts
  • 47. Thank you! See you soon. servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin