Service Thinking project for ISSIP (International Society of Service Innovation Professionals). A high-level proposal of a way for ISSIP to create value for both its individual and enterprise members that could drive engagement and acquisition as well.

1. Value Co-Creation for ISSIP
& ISSIP's members
Service Innovation Project
Guy Larkin
Juliana Maciel
Vanessa Romero

2. Juliana Maciel Guy Larkin Vanessa Romero
Juliana Maciel is a successful
Sales/Financial Professional and
Entrepreneur with experience
launching start up consulting and
design businesses as well as
working for large and
multinational companies. She is
an agile innovator and intuitive
business manager, who
responds quickly to identifying
changes in the market to fulfill
the clients’ needs. She
collaborates with teams and
works well under uncertainty and
ambiguity to produce consistent
results.
Guy Larkin is a successful
Marketing and former Theater
Professional with experience
managing multi-level projects.
With experience in Design
Thinking and Ideation, he is
comfortable creating customer
delight in ambiguous situations.
With over 10 years experience
working in highly collaborative
environments while consistently
delivering results, he is an
outstanding communicator who
is able to manage without direct
authority to deliver outstanding
project performance.
Vanessa Romero is a successful
Industrial Engineer with more
than 5 years of experience as a
consultant, focused on process
development, business strategy
and creating new operations.
She is an incisive and agile
professional accustomed to
working in multidisciplinary and
multicultural environments with a
collaborative sense while always
keeping goals clear.
In touch with the entrepreneurial
world, she is able to work in
uncertain environments and
bring satisfactory results.

3. PROJECT HISTORY/BACKGROUND
VALUE CO-CREATION
PURPOSE OF CO-CREATION
WHY/RESULTS
CO-ELEVATION
AGENDA

4. Project History/Background
As part of the Service Science course at Hult
International Business School, the student team
was asked to investigate GAMIFICATION of an
assessment for T-shapedness
• Three of ISSIP’s objectives are:
• Education
• Professional Development
• Practice
Assessment
•Depth
•Breadth
Development
•Deepen
Knowledge
•Expand Across
Disciplines
An assessment of T-shapedness is in
development. ISSIP intends that it will be
used by members and prospective
members as a tool for ongoing
professional development
• Successful engagement with the
tool will also encourage both
Education and Practice
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

5. Gamification research revealed limitations to
the value of the project as defined
• Gamification best practice calls for
clear objectives and full assessment of
gamification intent
• With the assessment in development,
recommendations became abstract
and high level
• How do you gamify something that
doesn’t exist?
• In discussing the broad gamification
strategy and ISSIP’s larger goals, the
team co-created a different proposal
with ISSIP’s Executive Director
ISSIP
Members
Engagement
EnlistmentAcquisition
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

6. Our team was determined to deliver value
for ISSIP from this project
• ISSIP has clear objectives and
clear constraints as a volunteer
organization
• How can ISSIP deliver on its
promised value to members with
the resources that are available?
• Can we devise, at the level of a
proposal, a way to address the key
interlocking goals of Acquisition,
Engagement and Enlistment?
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

7. Students
ISSIP is a bridge for Value Co-Creation and
the foundation of an ecosystem
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

8. Expanding Memberships by creating value
for partners and new members
PARTNERING WITH
UNIVERSITIES &
COMPANIES
BROADER ADOPTION
OF T-SHAPEDNESS
ASSESSMENT
EXPAND MEMBERSHIP
ENGAGE MEMBERS
&
BECOME A REFERENCE
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

9. Building a new approach to interviews and
skills for a better match between
professionals and organizations
ASSESSMENT OF SKILLS
(T-Shapedness)
GETTING ORGANIZATIONS
INVOLVED
JOB/CAREER MATCHING
NEW APPROACH TO
INTERVIEWS AND
MENTORSHIPS
Co - create
Co - Elevate
Co - Evolve
S T A R T
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

10. Students being part of the Co-Elevation
WHAT THE STUDENTS GET
The students from universities
partnering with ISSIP can have access
to internships and shadowing
opportunities with ISSIP partner
companies (i.e. IBM, Cisco, HP, etc. ).
This all under a mentorship program
led by ISSIP.
HOW IT WORKS
According to their profile and T-Shape,
students can be mentored through
ISSIP to shadow a professional in the
area of the company in need of the
volunteer’s capabilities, according to
his depth and breadth, optimizing the
co-creation experience.
BENEFIT FOR THE STUDENTS
Students have the opportunity to
experience the real job routine and
have a real perception about what’s
expected from them and the outcomes
of their participation as well as the
company’s culture.
RESULTS
The student/volunteer receives
feedback from the company’s
professionals, assessing his/her
strengths and weaknesses on a T-
Shaped approach.
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

11. ISSIP being part of the Co-Elevation
WHAT ISSIP GETS
ISSIP will increase its membership and
engage them through the universities
and companies by assessing the
students’ and employees’ T-
Shapedness.
HOW IT WORKS
By interacting with the companies’ HR,
ISSIP will be able to match students
with the right opportunities by
assessing their T-Shapedness as well
as what’s in need and what can be
offered. The program will give certainty
to the companies and add value to the
students’ professional progress.
BENEFIT FOR ISSIP
ISSIP will become a reference for
students and professionals to find
either the right career/job or ways to
develop their T-Shape to achieve their
career goals. Companies will rely on
ISSIP to have the most efficient
employees. The perfect match.
RESULTS
The experience will allow ISSIP to
gather more data to develop more tools
of engagement and research on service
innovation co-creation.
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

12. Companies being part of the Co-Elevation
WHAT THE COMPANIES GIVE
Companies will provide the available
internships, shadow projects and job
opportunities to ISSIP in order to better
match its T-Shape requirements with
the student/volunteer’s T-Shape.
HOW IT WORKS
Instead of interviews, companies have
the opportunity to get to know the
students/volunteers better during their
shadowing period (established by the
company through ISSIP). This will
allow them to have a real perception of
how much they co-create value for the
specific task.
BENEFIT FOR THE COMPANIES
The companies can rely more on
ISSIP’s assessment of the students and
find the most appropriate and capable
candidate to fill a job opening or to
participate on a specific project.
WHAT THE COMPANIES GET
The HR process will be optimized and
more accurate by avoiding short-term
contracts, layoffs or having unsatisfied
employees quitting because of a lack
of interest/communication or cultural
fit. The company can expect and reach
more efficient results.
CO-CREATION PURPOSE RESULTS CO-ELEVATIONINTRODUCTION

13. THANK YOU