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.
Service designers envision great services, but also need to ensure that they’re actually delivered. Enter the role of the journey manager. Just like their more ubiquitous product manager cousins, journey managers need to understand how customer pain points stack up against those in competitors’ experiences; prioritize the most important experience improvements and back up their recommendations with a solid business case; and bridge our long-entrenched silos by herding cross-functional colleagues who need to change how they work every day. However, this role is not well understood. Kerry is out to change that.
Cork County Council delivers over 500 public services to a population of c. 416,000 citizens. The diverse and evolving needs of our citizens pose challenges for us as an organisation and to individual staff on the frontline of service delivery. In our experience, embarking on a process of organisational introspection alone is not enough. Reaching out to our customers and truly understanding their needs was the catalyst for holistic reform in how we design and deliver our services.
This talk charts the establishment and empowerment of a dedicated Service Design Centre in Cork County Council. It demonstrates how this, in turn, has led to an environment where innovation thrives and customer-focused, design-thinking is not only becoming the cultural norm; but is delivering meaningful and measurable results for our citizens.
#SDGC17 — Spreading service design through software — Marc StickdornJakob Schneider
In this talk Marc brings together his service design experience and learnings from founding a software company for service designers. Marc published "This is Service Design Thinking" with Jakob Schneider in 2010, and also founded the software startup More than Metrics. The company offers research and visualization tools for service designers, such as Smaply and ExperienceFellow. Slides by Jakob. Find both on Twitter: @MrStickdorn @jakoblies // Have a look at the tools: www.smaply.com // www.experiencefellow.com
The pecha-kucha style winner presentations on November 3 were a big hit with the audience, consisting of service design practitioners, enthusiasts and professionals, revealing key insights into the process, learnings, challenges and outcomes of 5 award-winning, world class service design projects. We look forward to sharing the footage of these best practice cases in the coming weeks and are proud to congratulate and showcase the 9 finalists and the 5 winners for their exceptional projects.
Zachary Jean Paradis: Service Design & Product Management: Friends or Foes?Service Design Network
As every discipline evolves their practice, and gets better at creating value, contemporary organizations are being caught between potentially conflicting approaches. Service design, modern product management, and lean startup-like new offering innovation processes all purport to be a path to drive customer-centered, business-driving results! Yet, there seems to be little to zero understanding of how these fit together, or if they are in direct conflict. This presentation will propose a model to drive clarity in how potentially conflicting approaches are actually complementary, specifically in the context of business favored topic of the day–Digital Business Transformation.
Service Branding
Designing for distinction
Abstract:
Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Innovation:
Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.
Service designers envision great services, but also need to ensure that they’re actually delivered. Enter the role of the journey manager. Just like their more ubiquitous product manager cousins, journey managers need to understand how customer pain points stack up against those in competitors’ experiences; prioritize the most important experience improvements and back up their recommendations with a solid business case; and bridge our long-entrenched silos by herding cross-functional colleagues who need to change how they work every day. However, this role is not well understood. Kerry is out to change that.
Cork County Council delivers over 500 public services to a population of c. 416,000 citizens. The diverse and evolving needs of our citizens pose challenges for us as an organisation and to individual staff on the frontline of service delivery. In our experience, embarking on a process of organisational introspection alone is not enough. Reaching out to our customers and truly understanding their needs was the catalyst for holistic reform in how we design and deliver our services.
This talk charts the establishment and empowerment of a dedicated Service Design Centre in Cork County Council. It demonstrates how this, in turn, has led to an environment where innovation thrives and customer-focused, design-thinking is not only becoming the cultural norm; but is delivering meaningful and measurable results for our citizens.
#SDGC17 — Spreading service design through software — Marc StickdornJakob Schneider
In this talk Marc brings together his service design experience and learnings from founding a software company for service designers. Marc published "This is Service Design Thinking" with Jakob Schneider in 2010, and also founded the software startup More than Metrics. The company offers research and visualization tools for service designers, such as Smaply and ExperienceFellow. Slides by Jakob. Find both on Twitter: @MrStickdorn @jakoblies // Have a look at the tools: www.smaply.com // www.experiencefellow.com
The pecha-kucha style winner presentations on November 3 were a big hit with the audience, consisting of service design practitioners, enthusiasts and professionals, revealing key insights into the process, learnings, challenges and outcomes of 5 award-winning, world class service design projects. We look forward to sharing the footage of these best practice cases in the coming weeks and are proud to congratulate and showcase the 9 finalists and the 5 winners for their exceptional projects.
Zachary Jean Paradis: Service Design & Product Management: Friends or Foes?Service Design Network
As every discipline evolves their practice, and gets better at creating value, contemporary organizations are being caught between potentially conflicting approaches. Service design, modern product management, and lean startup-like new offering innovation processes all purport to be a path to drive customer-centered, business-driving results! Yet, there seems to be little to zero understanding of how these fit together, or if they are in direct conflict. This presentation will propose a model to drive clarity in how potentially conflicting approaches are actually complementary, specifically in the context of business favored topic of the day–Digital Business Transformation.
Service Branding
Designing for distinction
Abstract:
Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Innovation:
Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.
the slides for the masterclass Design Thinking/ Service Design that DesignThinkers and Zilver organise. See also http://www.mastersofdesignthinking.com/
PECB Webinar: Aligning ITIL/ISO 20000 Service Design and TOGAF Enterprise Arc...PECB
Summary:
The ITIL Service Design stage specifies 8 key IT processes that organizations need to excel at, if they are to develop effective designs for their IT ecosystem.
TOGAF is an Enterprise Architecture Model that takes a holistic and integrated look at how architectures are conceptualized and implemented.
To get Service Design right means the individual/organizations has to have some sort of knowledge and experience in the use and adoption of TOGAF.
IT Projects go wrong in the Service Design stage and they further go wrong because they lack the rigor that an enterprise architecture brings into play.
In this webinar we will explore the following:
• The very heart of ITIL Service Design
• The 8 Design Process
• TOGAF Introduction
• Architecture Development Lifecycle
• IT Infrastructure and Application Design Issues
• The Link between Service Design, Enterprise Architecture and IT Implementation
Presenter:
Orlando is an Enterprise Architect and Programme Director with over 15 years’ experience in the field of Computing and Information Technology Consulting. He has an excellent technical background and has carried out Project Management, Service Management, Assurance, Advisory and System Integration Projects within SAP, Microsoft, Oracle, HP, Cisco and other solution areas of Information Technology. He has led more than 100 successful engagements for clients over the past 15 years. Orlando has developed various documentation for Enterprise Architecture, IT Service Management, CRM Implementation and Information Security. He has also trained over 2, 000 Professionals on (ITIL, TOGAF, Business Analysis, COBIT, CMMI, XBRL, ISO 20000, ISO 27001 and ISO 22301).
Slides from a webinar Milan Guenther gave October 2021.
A Service Designer's journey to delivering breakthrough experiences through impact on the enterprise
Severin is an ambitious and experienced designer. And when Intersection Railways called for a major overhaul of a part of their product and service portfolio, they set out for making an impact. Severin brought together all the stakeholders, they set an ambitious goal to significantly shift the customer’s experience, and with their team they researched, prototyped and mapped out a better future journey.
But then it fell apart. That reorganisation messed up the responsibilities. Many customer insights turned out to be just assumptions. The IT change was too hard, the regulations were too constraining. And their stakeholders were not that convinced after all. What just happened?
Design at scale is hard. In this session, Milan will show how Severin reengages his co-creators to tackle the true scope of the change required, including organisation, operations, and ecosystem partners. Using a set of recurring patterns and a set of maps, they open the conversation to the target Enterprise Design: what we can do, where to go next, and what to change to get there. And ultimately, how to deliver on their ambitious vision for a better service.
You will learn:
- How to reveal the links: map out how your enterprise pursues its purpose, the capabilities it relies on to deliver, and the experience outcomes it enables for customers and others
- Have the right conversations: how to create clarity when developing product strategy, business transformation or investment options, collaboratively and visually
- How to draw your enterprise on a napkin: learn how to establish a business geography to facilitate joint wayfinding between stakeholders
In the case of a city you are selling an open ended “life journey” rather than a well-defined experience built around a particular product. This covers a wide range of possibilities like the ability to come visit, live, study, work, or invest. Accordingly, there are there are a seemingly infinite number of city touchpoints and stakeholders that cannot be under direct control. For example, whilst more than 600,000 people shall visit King Abdullah Economic City (KAEC) this year a significant challenge looms. A city is a connected web of experiences, so just one bad moment can affect the entire visitor’s enjoyment in the city.
The standards we set this year will shape our lives in years to come, and a person's abilities and preferences change just as rapidly as technology. So let's have self-aware, user-centered design, because designing for "average" means designing for no one.
The question of how Service Design is different from other disciplines is the wrong way to look at the discipline. In this talk I highlight the core flexibilities required to practice Service Design and how service design extends the work of other practices like UX, CX, IxD, Content Strategy, and more.
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
Richard Ekelman, Founder of the Service Experience Academy will lead this 1-hour talk. He will explore what service design is a discipline and toolkit when building understanding, co-creating innovation, and evolving organizational culture. Service design is uniquely equipped to handle the complexities and pitfalls of innovation, and this talk will cover not only the core thinking and principles but how those principles have practical application in any organization. Additionally, Rich discusses the overlaps and distinctions between service design and other disciplines such as six sigma, user experience, customer experience, and product design. The goal of this webinare was to provide participants with a foundational understanding of service design that will enable them to build confidence in their ability to discuss and experiment with service design in their own work.
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
This deck focuses on how to break down a service system from its core processes to the digital and physical front stage. Borrowing approaches from six sigma can help us find actionable simplicity without assigning blame. This workshop is best for people that have worked within complex organizations and struggled to bridge silos of expertise.
Watch the video of Naomi's webinar here: https://youtu.be/d3RcL1RlxyU
How to set up an impactful collaborative Organisation Design practice. Step by step.
Join us for the story of Odile the organisation designer at Intersection Railways. We follow Odile on her journey to co-design a multi-disciplinary Enterprise Design practice, and to develop a non-intrusive governance method for maximising design efficiency and effectiveness. In the process, Odile will have to surmount the challenge of aligning enterprise architects, UX-designers and organisation designers alike; not to mention gaining and holding executive support all along the way. Don't miss this presentation if you're curious about how Odile approached her mission, how she dealt with typical setbacks, and which tools and solution strategies she applied and to what effect.
This presentation was a webinar for the Global Service Design Network's annual #serviceDesignDay celebration. I believe that artificial intelligence and service design can benefit from working together. This presentation highlights some of the areas I think we can have the most significant impact.
To watch the recording go to https://youtu.be/BmLBo0eIN14.
Minimal Business Presentation Template
If you want to buy this presentation template, please visit http://madlis.com
Good design gets out of the way of the content you are sharing. It helps your audience focus on the content itself instead of the design.
But, it's no secret that most people dislike giving presentations. The dread of public speaking consistently ranks among the greatest fears in public surveys.
This presentation slides can help you reduce the anxiety involved with giving a presentation. Well-designed slides not only build your own confidence, they make your key points clearer to the audience.
UX STRAT Europe 2018: Dr. Giulia Calabretta, Delft University of TechnologyUX STRAT
UX STRAT Europe 2018 presentation slides by Dr. Giulia Calabretta of the Delft University of Technology, "Strategic Design Practices for Enterprise Innovation"
Shirley Sarker & Tero Väänänen: Implementing service design at NHS Digital fo...Service Design Network
NHS Digital is the national information and technology partner to the health and social care system using digital technology to transform the NHS and social care. At NHS Digital, service design is currently in its infancy, but we believe that here—more than anywhere else—service design can really make an impact, and now is the time to do so. However, setting up and building service design capability within an organisation the size and structure of NHS Digital is far from easy. In our talk we’ll discuss the challenges we face in building service design capability and turning it into a recognised discipline within NHS Digital
An introduction to multi channel content strategyReading Room
Originally presented by Simon Nash for UKTI Export Week webinars. An hour long run through of the key principles of content strategy and content marketing.
the slides for the masterclass Design Thinking/ Service Design that DesignThinkers and Zilver organise. See also http://www.mastersofdesignthinking.com/
PECB Webinar: Aligning ITIL/ISO 20000 Service Design and TOGAF Enterprise Arc...PECB
Summary:
The ITIL Service Design stage specifies 8 key IT processes that organizations need to excel at, if they are to develop effective designs for their IT ecosystem.
TOGAF is an Enterprise Architecture Model that takes a holistic and integrated look at how architectures are conceptualized and implemented.
To get Service Design right means the individual/organizations has to have some sort of knowledge and experience in the use and adoption of TOGAF.
IT Projects go wrong in the Service Design stage and they further go wrong because they lack the rigor that an enterprise architecture brings into play.
In this webinar we will explore the following:
• The very heart of ITIL Service Design
• The 8 Design Process
• TOGAF Introduction
• Architecture Development Lifecycle
• IT Infrastructure and Application Design Issues
• The Link between Service Design, Enterprise Architecture and IT Implementation
Presenter:
Orlando is an Enterprise Architect and Programme Director with over 15 years’ experience in the field of Computing and Information Technology Consulting. He has an excellent technical background and has carried out Project Management, Service Management, Assurance, Advisory and System Integration Projects within SAP, Microsoft, Oracle, HP, Cisco and other solution areas of Information Technology. He has led more than 100 successful engagements for clients over the past 15 years. Orlando has developed various documentation for Enterprise Architecture, IT Service Management, CRM Implementation and Information Security. He has also trained over 2, 000 Professionals on (ITIL, TOGAF, Business Analysis, COBIT, CMMI, XBRL, ISO 20000, ISO 27001 and ISO 22301).
Slides from a webinar Milan Guenther gave October 2021.
A Service Designer's journey to delivering breakthrough experiences through impact on the enterprise
Severin is an ambitious and experienced designer. And when Intersection Railways called for a major overhaul of a part of their product and service portfolio, they set out for making an impact. Severin brought together all the stakeholders, they set an ambitious goal to significantly shift the customer’s experience, and with their team they researched, prototyped and mapped out a better future journey.
But then it fell apart. That reorganisation messed up the responsibilities. Many customer insights turned out to be just assumptions. The IT change was too hard, the regulations were too constraining. And their stakeholders were not that convinced after all. What just happened?
Design at scale is hard. In this session, Milan will show how Severin reengages his co-creators to tackle the true scope of the change required, including organisation, operations, and ecosystem partners. Using a set of recurring patterns and a set of maps, they open the conversation to the target Enterprise Design: what we can do, where to go next, and what to change to get there. And ultimately, how to deliver on their ambitious vision for a better service.
You will learn:
- How to reveal the links: map out how your enterprise pursues its purpose, the capabilities it relies on to deliver, and the experience outcomes it enables for customers and others
- Have the right conversations: how to create clarity when developing product strategy, business transformation or investment options, collaboratively and visually
- How to draw your enterprise on a napkin: learn how to establish a business geography to facilitate joint wayfinding between stakeholders
In the case of a city you are selling an open ended “life journey” rather than a well-defined experience built around a particular product. This covers a wide range of possibilities like the ability to come visit, live, study, work, or invest. Accordingly, there are there are a seemingly infinite number of city touchpoints and stakeholders that cannot be under direct control. For example, whilst more than 600,000 people shall visit King Abdullah Economic City (KAEC) this year a significant challenge looms. A city is a connected web of experiences, so just one bad moment can affect the entire visitor’s enjoyment in the city.
The standards we set this year will shape our lives in years to come, and a person's abilities and preferences change just as rapidly as technology. So let's have self-aware, user-centered design, because designing for "average" means designing for no one.
The question of how Service Design is different from other disciplines is the wrong way to look at the discipline. In this talk I highlight the core flexibilities required to practice Service Design and how service design extends the work of other practices like UX, CX, IxD, Content Strategy, and more.
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
Richard Ekelman, Founder of the Service Experience Academy will lead this 1-hour talk. He will explore what service design is a discipline and toolkit when building understanding, co-creating innovation, and evolving organizational culture. Service design is uniquely equipped to handle the complexities and pitfalls of innovation, and this talk will cover not only the core thinking and principles but how those principles have practical application in any organization. Additionally, Rich discusses the overlaps and distinctions between service design and other disciplines such as six sigma, user experience, customer experience, and product design. The goal of this webinare was to provide participants with a foundational understanding of service design that will enable them to build confidence in their ability to discuss and experiment with service design in their own work.
To hear a recording of Richard's presentation please visit https://attendee.gototraining.com/r/9217597784540753409.
This deck focuses on how to break down a service system from its core processes to the digital and physical front stage. Borrowing approaches from six sigma can help us find actionable simplicity without assigning blame. This workshop is best for people that have worked within complex organizations and struggled to bridge silos of expertise.
Watch the video of Naomi's webinar here: https://youtu.be/d3RcL1RlxyU
How to set up an impactful collaborative Organisation Design practice. Step by step.
Join us for the story of Odile the organisation designer at Intersection Railways. We follow Odile on her journey to co-design a multi-disciplinary Enterprise Design practice, and to develop a non-intrusive governance method for maximising design efficiency and effectiveness. In the process, Odile will have to surmount the challenge of aligning enterprise architects, UX-designers and organisation designers alike; not to mention gaining and holding executive support all along the way. Don't miss this presentation if you're curious about how Odile approached her mission, how she dealt with typical setbacks, and which tools and solution strategies she applied and to what effect.
This presentation was a webinar for the Global Service Design Network's annual #serviceDesignDay celebration. I believe that artificial intelligence and service design can benefit from working together. This presentation highlights some of the areas I think we can have the most significant impact.
To watch the recording go to https://youtu.be/BmLBo0eIN14.
Minimal Business Presentation Template
If you want to buy this presentation template, please visit http://madlis.com
Good design gets out of the way of the content you are sharing. It helps your audience focus on the content itself instead of the design.
But, it's no secret that most people dislike giving presentations. The dread of public speaking consistently ranks among the greatest fears in public surveys.
This presentation slides can help you reduce the anxiety involved with giving a presentation. Well-designed slides not only build your own confidence, they make your key points clearer to the audience.
UX STRAT Europe 2018: Dr. Giulia Calabretta, Delft University of TechnologyUX STRAT
UX STRAT Europe 2018 presentation slides by Dr. Giulia Calabretta of the Delft University of Technology, "Strategic Design Practices for Enterprise Innovation"
Shirley Sarker & Tero Väänänen: Implementing service design at NHS Digital fo...Service Design Network
NHS Digital is the national information and technology partner to the health and social care system using digital technology to transform the NHS and social care. At NHS Digital, service design is currently in its infancy, but we believe that here—more than anywhere else—service design can really make an impact, and now is the time to do so. However, setting up and building service design capability within an organisation the size and structure of NHS Digital is far from easy. In our talk we’ll discuss the challenges we face in building service design capability and turning it into a recognised discipline within NHS Digital
An introduction to multi channel content strategyReading Room
Originally presented by Simon Nash for UKTI Export Week webinars. An hour long run through of the key principles of content strategy and content marketing.
Design Thinking 2017: New to Design Thinkingbrightspot
Introduction to design thinking that fosters quick wins while building momentum for ongoing success. Amanda Kross, Amanda Wirth, and Anders Tse presented "New to Design Thinking" at Design Thinking 2017.
Selling experience strategy - UX STRAT USA 2017 WorkshopTim Loo
You know your organisation needs a UX strategy, but can’t get the necessary attention and traction. How do you seize the opportunity to gain buy-in and a budget?
In this workshop, Tim & Phil will guide you through the process of turning a conversation about design into engaging in UX strategy, with tools and techniques for selling and embedding this into client organisations. You’ll also learn how to win opportunities to do experience strategy work.
Keynote: The User Experience Strategy behind one of Europe’s largest Digital ...Stefan F. Dieffenbacher
The User Experience Strategy behind one of Europe’s largest Digital Transformations is a presentation that summarizes the digital strategy approach taken for a key bank in Europe.
It takes the reader through three stages:
1. Why was a digital strategy required to start with? Why could the bank no more operate as-is?
2. What was the overall solution and design approach? At this point in time, the Digital Leadership strategy framework is being introduced.
3. How was the actual solution developed across both phases? In the first phase, the presentation talks through the key steps, namely:
3a. customer segmentation
3b. persona development
3c. understanding of user needs
3d. understanding of business needs
3e. developing an overarching vision based on business goals and user needs
3f. Deriving the functional scope - termed at Digital Leadership a Scope Landscape
The second phase then goes on to detail out the solution approach which was basically about detailing out the strategy from phase 1 and validating it in details.
There are many opportunities for service-oriented manufacturers to devise new and growth-oriented strategies by looking further into innovative service designs, value based selling, competence development, better usage of data and knowledge, and smart services.
Agenda for Aftermarket Business Platform 2014, 21st-23rd October, The Grand Hotel Huis ter Duin, The Netherlands. To download agenda please visit: http://www.aftermarketeurope.com/
This presentation is to show how Experience Designers and Business Analysts work together in an Agile environment, what their roles exactly are and how the roles overlap. Presented at CAS 2016 (Conference Agile Spain) in Vitoria-Gasteiz, Spain.
Whitepaper: Journey Mapping in Banking and FinanceUXPressia
This whitepaper examines the specifics of doing customer journey mapping in banking in finance. It covers challenges and provides expert tips on how to solve them.
Inside the whitepaper, you will also find examples of financial journey maps and advice for mappers who build their banking or financial journeys in UXPressia.
Download the full whitepaper at https://uxpressia.com/blog/whitepaper-journey-mapping-in-finance
Journey mapping in finance requires specific domain expertise. As almost every step has layers of compliance, ALM, legal, IT security, and other requirements, you need to consider all possible issues.
https://runfrictionless.com/b2b-white-paper-service/
Solving Design and Business Problems in 3 Days with Google Design Sprint by B...Borrys Hasian
This is the slides used to guide Google-style Design Sprint workshop. I've shared this process with more than 1600 people through workshop, seminar, Google Developers Festival, lecture, and some other initiatives. Feel free to reach out for discussion, and to engage Circle UX to build internal competence in your product and design team.
Big Data and Big Ideas: Quantitative Modeling in UX Research - T.S. BalajiUXPA International
This presentation will bring big data into the context of UX research by describing how big data can inform usability in three ways, focusing primarily on strategy and quantitative models. A case study involving field research will be explained and the audience will act as the UX team to help build the model at each stage to better understand the theory and final product that resulted. Quantitative models help make product research more interpretable by developing testable, causal relationships between product features and business outcomes (e.g., feel of product and product satisfaction), going beyond descriptive statistics for each feature and attribute. In this way, stakeholders know not just what features are performing or underperforming, but whether those are impacting the overall performance of the product on key outcomes.
Want to expand your company, career success and future opportunities? Your technical ability is, of course, key to your professional performance, but it’s your understanding of the business you serve and your ability to communicate with others that drives your professional brand, future promotions and yet unforeseen opportunities. Learn how enhanced business savvy and stronger soft skills can propel you forward.
This presentation is for IT technical professionals looking to advance their companies and careers through enhanced business and interpersonal communication skills and a greater understanding of the businesses they serve.
Similar to Florian Fischer & Anna Marchuk: Delivering a Service Design Mindset (20)
Virtual sdgc20 | oct 22 23, 2020 | washington dc chapter spotlightService Design Network
Chapter Spotlight | Map Your Own Monuments
Washington, D.C. is known for its intentionally designed monuments, museums, and National Mall. How might we commemorate the notable moments, spaces, and histories of your life during COVID? We will lead a hand-drawn map-making exercise where people sketch out their quarantine world and what things and spaces give the marker to memory. Is it the teetering pile of growing containers from food delivery? The dusting graveyard of work shoes in your closet? The curated backdrop for your Zoom calls? We will encourage people to let loose and will suggest visual cues to produce a paper map of the moments and objects that make up our pandemic existence.
Talk | Full Stack Service Designers: Why Designers Don’t Equal a User Centered Organisation
Everyone of us designs on a daily basis. Our everyday micro decisions add up to the overall experience our users have. Whether it’s how you finance the products, what your outcome measurements are to what your staff deliver on the ground, we all impact the user experience.
It’s easy to believe that the size of your team and design system is a measure of how much your organisation has invested in design. But when you look beyond the invisible boundaries of your team and platforms, does everyone in the business really have a literacy of what good products and services look like?
Workshop | Planet Centric Impact Mapping
As designers, we are part of creating or redesigning products and services for real people, that will experience them. Even if we don´t think about it, each decision we make will affect someone, and too often we have a narrow perspective on who that someone is. In this workshop, you will learn more about the unintended consequences of design, and who it is important to reflect on the unintended consequences of design for people, society and the planet. So, how do we become more aware of the potential and the power within each decision?
Using a real project case, and split into groups, Idun Aune and Emily Lin will introduce some concrete tools on how to investigate the impact, positive or negative, of your concept. They will then teach you how to build impact strategies to address these impacts; either to reduce negative ones or enhance positive ones.
By the end of the workshop, you will be more aware of, and equipped to take responsibility for what you create, and control how you use design.
Virtual SDGC20 Workshop | Oct 23, 2020 | Dungeons and designers play baseService Design Network
Workshop | Dungeons and (Service) Designers: Play-Based Worldbuilding With Research
PlayBase is a game/workshop format that allows participants to speculate on possible situations and take on different skillsets to problem-solve as a team. In this workshop Kokaew Wongpichet and Molly Oberholtzer are taking participants through the session from characters creation, game session and reflections on design application.
Workshop | Control Wars: A Participatory Worldbuilding Game
The virtual edition of SDGC20 Control Wars (CW) Game will offer participants a means to shape tomorrow by engaging with systems change, plural social imaginaries and narrative pathways for transition through embodied play.
Grace Turtle will introduce ways in which CW tools and techniques can be used to step outside the limitations of bounded rationality to explore the unknown and collaboratively model alternative and more sustainable ways of being, that directly respond to the various crisis edging on our present.
Talk | Trust as a Design Material
Great products build on great relationships. Great relationships are built on trust. Trust is what allows us as humans to make decisions. For every experience we deliver, trust is an integral part of every interaction we design.
In this talk Louise Vittrup ill explore perspectives in trust throughout the design process. How can we work with the grain of trust and ethics in order to create a more trustworthy future, more engaging experiences, and deepen our relationship with our customers?
Virtual SDGC20 | Oct 22 23, 2020 | The consequences in service designService Design Network
Talk | The Consequences in Service Design
Service design as an emergent discipline often focuses on what's knowable to improve systems and devise structures of change across industries. What happens when crisis strikes? Is resilience inherently part of service design? In this talk, Ron Bronson will explore the consequences of touchpoints and how research influences the lens we use to frame and measure outcomes.
Virtual SDGC20 | Oct 22 23, 2020 | Service Design is everybody s businessService Design Network
Talk | Service Design is Everybody's Business
What if service design was everybody’s business and not only that of formally trained designers?
Sustainable design relies upon partnerships with non-designers and their understanding of the value of service design is critical for success. At Kaiser Permanente, the largest nonprofit healthcare provider in the USA serving 12.5+ million patients, we are democratizing the methods and mindsets of design as a core competency to enable staff to problem solve in radically different ways, transform culture, and extend design to create lasting impact.
Virtual SDGC20 | Oct 22 23, 2020 | Karma Chameleon - getting to grips with cu...Service Design Network
Talk | Karma Chameleon – Getting to Grips With Culture Club
How do we design a culture that works for everybody, but doesn’t try to pretend to be something that it’s not?Transformation is riddled with hurdles, barriers and blockers. When we begin on a transformation journey, how often do we ask ourselves if we need culture change or if we simply need to adapt?
When we’re faced with the task of mammoth shifts in organisations, how can we bring people on the journey? How can we make sure that we use the best design thinking principles to design a culture that helps people to be themselves and deliver their best work?
Let’s talk through how we can consciously design cultures to support people and to deliver the best work possible. Let’s think through the roles we need and understand the impact that culture can have at an individual, team and organisation wide level.
Talk | Design As Dissent
Dissent has historically been a driving force behind change throughout history, bringing the voices of the under-represented out of obscurity, and challenging convention.
In this talk, Carol Yung and Rubia Sinha-Roy reflect on the role dissent has played in their journeys as service designers, and ultimately, as agents of change. They’ll share insights on how they’ve learnt to harness dissent to activate change and how they’ve used acts of dissent to deliver interventions that create a better future.
Power and Service Design: Making Sense of Service Design's Politics and Influ...Service Design Network
In this talk, Gordon Ross will discuss different partnership models that exist between organizations and consultants collaborating on service design initiatives. He will reflect on his experience as a service design consultant across a wide range of private and public sector projects, highlighting challenges faced along the way.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Clara Bidorini | The Missing Framework Between Startups and Corporations | KyvoService Design Network
Clara Bidorini, speaks at SDGC19. Clara Bidorini is a social entrepreneur and strategic designer. She coordinates Corporate Acceleration and Organizational Innovation Programs at Kyvo, and teaches Strategic and Business Design in Brazil.
Often misunderstood among entrepreneurs, Service Design has proved to be a relevant approach to help corporations and startups to craft solutions together and improve dialogues within their ecosystems. From blockchain to beauty market, the method has proved to be successful not only in leading startups to seek deeper validation of their hypotheses, but also in convincing corporations to pursue data oriented solutions, instead of the usual dogmas.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Members Event
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Play & Work: How Tangibles Offset Design Thinking Flaws | Annemarie Lesage | ...Service Design Network
Annemarie Lesage, a current lecturer from HEC-Montréal, speaks at SDG19 in Toronto.
Design thinking is great, but it will not magically transform an organization from product to service provider (... i.e. the next UBER!). For DT to deliver, the divergent and convergent ideation phases need to both be optimized. This presentation, based on academic research and practical case studies, is about the DT challenges we met while accompanying organisations in this evolution toward providing services: Making sure the divergent phase was really divergent and the convergent phase indeed converged towards innovative, realistic win-wins.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
A Tiny Service Design History | Daniele Catalanotto | Swiss Innovation AcademyService Design Network
We often talk about the future of Service Design. What will AI bring to it? How will machine learning change our practice? But often, we lack the basic understanding of our past. What’s the first service that ever existed in history? How old is really co-creation? In this fun talk, Daniele shares key stories about the history of our field. Starting with 10,000 BC up to 2019. This little journey will show how Service Design stole ideas from psychology, politics and even philosophy.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
John Powell from Hypergiant speaks at SDGC19 in Toronto.
Despite our best intentions, contemporary design practice increases inequity, erodes privacy, and decays happiness. Human centered design methods are assumed to be inherently self-correcting and technology and data to be neutral, but this has proven to be far from true. Let's interrogate design practice and explore more ethical methods.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Customer Behaviour by Design - Influencing Behaviour Beyond Nudging | Anne va...Service Design Network
Anne Van Lieren from Livework, speaks at SDGC19 in Toronto.
Often customers don’t behave as organisations want, or expect them to - as the majority of people move through their services in autopilot. The past four years at Livework, we have experienced the power of infusing service design with a refined mix of behavioural economics, consumer behaviour and psychology. We have developed a unique approach that goes beyond nudging. By getting people aware at the right time we have helped a wide range of clients to create lasting impact on behaviour change.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Julie Guinn from Elseiver speaks at SDGC19 in Toronto.
For designers working in complex systems environments--healthcare, finance, government and education, to name a few--success depends as much on understanding and anticipating how users will interact with a design, as on how the design will interact with the environment in which it is deployed. Failure to diagnose and address underlying system dynamics can leave even the most promising and well-intentioned ideas struggling to gain adoption, or worse, facing outright rejection. This talk will introduce the basic elements of systems, their unique characteristics and behaviours, examples of how they manifest in organisations and industries and specific implications for the design process. Finally, we'll explore a set of highly accessible methods and frameworks designers can use to navigate everyday systems complexity.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Unleash Your Inner Demon with the "Let's Summon Demons" T-Shirt. Calling all fans of dark humor and edgy fashion! The "Let's Summon Demons" t-shirt is a unique way to express yourself and turn heads.
https://dribbble.com/shots/24253051-Let-s-Summon-Demons-Shirt
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
7 Alternatives to Bullet Points in PowerPointAlvis Oh
So you tried all the ways to beautify your bullet points on your pitch deck but it just got way uglier. These points are supposed to be memorable and leave a lasting impression on your audience. With these tips, you'll no longer have to spend so much time thinking how you should present your pointers.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Florian Fischer & Anna Marchuk: Delivering a Service Design Mindset
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. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 2
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. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 4
Mindset makes a service future-proof.
5. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 5
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. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 7
The first portfolio evolved from
“the drawers of engineers”
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. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 9
Service Innovation Workshop
5 teams x 5 people x 3 days
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. 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. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 12
Implement agile research.
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 23
Experience mapping supports team
alignment by linking customer and
technological perspectives.
24. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 24
Experience maps – based on data, designed as stories.
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 35
Service design is a mindset and a tool-box.
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. 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. 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
Editor's Notes
FLORIAN
BMW has a history of doing amazing cars that have been bringing joy of driving for over 100 years.
The intangible elements will be defining automotive experiences more and more.
With full awareness of this, it is a challenge for a technology&engineering-driven company like BMW to deliver the intangible elements.
We will talk about one of the intengible elements –journey management services.
Services around navigation that help BMW drivers and their passengers have delightful and efficient trips.
[Few words about journey management services – what are we actually developing]
Service design starts with people.
As service designers we want to deliver the most engaging, seamless, delightful or supportive services for people. To do that, we need to start with those, who will be developing and delivering the services.
To excel in their task, teams need the right mindset.
Especially, it is crucial for newly-formed teams, that will be responsible or involved for designing and delivering the services.
Time is going, needs are evolving. If we don’t change, we get stuck in time and get irrelevant.
Mindset is so important because it will also makes services future-proof.
Strong mindset ensures that we are ready design for constant change.
Today we want to share with you the story of our project, how focusing on the mindset helped to form a team, and develop a structured service-design approach to delivering journey management services.
Now we brought the customer experience in order, and not doing more features, but doing them better.
The project started back in 2016
With the team of 3 people
With piles of features and ideas
Need to create a portfolio of JM services
Asking technology guys (LT) for their ideas – internal LBS (Location Based Services) workshops
A portfolio evolved out of the ideas from “the drawers of engineers”
Portfolio JM services was set up & committed.
However, the committed portfolio has never been discussed with any customer
It was still on the level of collection of ideas
There were gaps because it was from a company perspective – based on what people have already worked on in the past
Breaking point: need a vision & customer perspective
The team were growing – more people joined the work on the committed ideas.
New people add more ideas - it is an advantage and a challenge, because there is a need to set priorities and plan implementation
Common vision was urgently needed to reach agreement and move forward
It had to be customer centric, because otherwise no one was convinced about the real value of the ideas – thus, impossible to reach agreement in the team.
ANNA
So we had a Service Innovation Workshop - this core moment when everyone gets in 1 room to talk about the vision and portfolio - 5 teams of 5 people each working together for 3 days.
It was one of the first interactions of bigger BMW & HYVE , and it was in July last year.
During the workshop we were discussing new service concepts and working them out on the level of the blueprints – that helped everyone to map all the people & departments that need to be involved.
A few learnings from this workshop…
At this point – include EVERYONE!
People from all different departments – those who will be working on service development and delivery together.
The first time is not easy, because each in the room is a professional, and has own strong opinion.
But it is essential to build relationship, learn to work together – and STEP TOWARDS COMMON MINDSET.
When agreement is hard, and there is no common strategy yet, focus on customer experience!
It’s not about what you or me think is better, it’s about what is better for the customer.
If everyone acts in the interest of the customers, it breaks this personal barrier between the people.
Is the portfolio complete from a customer perspective? This is essential for portfolio strategy.
We wanted to do research for doing service design, not just because of doing research.
Need customer feedback - quickly
Traditional research takes a lot of time, and can provide results in at least 6 months
We needed not necessarily large samples, but focused feedback on specific topics
Decided to test 5 service concepts with customers via online research – in this way we could quickly get first feedback from Germany, US and China.
It was a short cycle of concept development & customer validation.
But the effect is tremendous when teams could experience it and see the results so quickly.
When everyone wants to work “data-driven”, but does not actually know how to work and what do we do with the results – such small scale projects help to get understanding of the method; and raise the belief in customer centric mindset.
Thus, customer feedback through online research helped to define the first product vision, including the customer perspective
When teams are on-board and believe in their successful start, they need to share it also with stakeholders.
As an agency, it is importnat to prepare the slides and visualizations, that the team could use for internal pitches and high-level meetings.
Many of the initial visualizaitons from that foirst report in September 2017 are being taken as a standard in the project now.
FLORIAN
Breaking point: need an approach to define and deliver committed ideas.
Organizations with established structures need tools that will help the team succeed in given realities.
Toolbox: collection of concept development & research tools
Clear from the beginning that we need to start, try out and refine it – adapt standard service design tools to BMW
Aim of the toolbox: work customer-oriented (not technology-driven as it used to be)
Purpose:
Validate ideas
Create new ideas from scratch
Started with innovation trains: teams need to jump on it (pressure to catch it)
The right balance between bringing new approach and adapting to already established ways of working
For example, having new-format workshop & meetings, but joining CFTs to work according to their agenda.
We made the opportunity to participate: teams needed to catch the trains, but not we needed to catch the teams!
Service design is about people – be the best in understanding the needs and challenges of every team member.
Personal meetings with team memebrs are as importnat as workshops with the whole team: who needs what in which format by when
ANNA
Now when we planned to work in cycles and make progress towards implementation, we needed an approach that would give us customer perspective quickly and regularly and from 3 countries: Germany, US and China.
We planned combination 3 main research methods: expert interviews for getting persepctive on futuristic, strategic and visionary topics.
Netnography Insights – qualitative social media research method for broad exploration of the needs.
Since it‘s about cars and all relevant services – there are plenty of communities online that talk about it.
Finally, long-term online community – Customer Advisory Board – with car owners in the US, Germany and China. We have around 70 participants in each country and we re-invite them every 2 months to test concrpts and discuss ideas.
Based on the research results, we prepared insights presentations, and organized experience mapping sessions with the teams.
Experience mapping helps to bring together technology and customer point of view:
Create common mindset for product-driven and technology driven people
After the workshops we created experience maps for different personas – here is just one example of electric car owner.
Experience maps are telling vivid stories about the present and the future of the users. They inspire and guide the teams. That‘s why they must be data-based. They represent the vision of what teams want to create, so they must represent customer point of view. At the same time experience maps have to show how the vision from the customer perspoective links with existing or planned technologies – to get trust of the „engineers“.
“A-ha” moment and trust in the method came after showing how experience maps can help to analyze and prioritize existing ideas and technologies, but not ignore them.
Need to focus on doing the right things right (few best ideas to develop in details)
Team is changing (growing), but you need to bring everyone on the same page
Prioritization is hard. Here is how we did it:
The experience map is prepared in advance. But you need to complete the list of the pain points together
Did we capture all pain points? Which are the strongest?
2. How might the ideal experience feel from our customer‘s perspective?
In the same way discuss an complete the experience vision from a customer perspective.
3. Which features and ideas help us solve the pain points and contribute to delivering the experience vision?
All ideas are welcome, but if they don’t contribute to the shared vision, they have to stay in a backlog.
At the end, you get an experience map with prioritized pain points and service features.
FLORIAN
Breaking point: need to scale
As soon as you have customer-centric vision and generally defined service concepts, adjust your management towards delivery.
Concept sprints: working with teams on specific tasks in iterative way
Define-test-refine-deliver
Refine the tools based on the experience
The toolbox will make it easier to spread the approach in the other teams
To end our presentation, we want once again emphasize this point…
So, deliver the mindset first to do the right things.