Presented at Impact: 2018 Canadian Service Design Conference, November 29 & 30, 2018 (Montreal, Quebec) Working in small groups, participants will get a chance to try out a variety of Service Design methods in a safe, supportive, and reflective environment. At the end we’ll all come together to share our thoughts on the various methods and how we may utilize them in our practice. METHOD 1: Ecosystem Mapping Ecosystem mapping identifies the different roles actors take and how they connect within different contexts and environments. We can push this further by asking “what leverage points exist within this ecosystem where a small push can influence greater change and in what direction?” METHOD 2: Tomorrow’s Headline The tomorrow’s headlines are fictional news articles created by imagining a desirable (or undesirable) future from the perspective of users within the service context. It helps us look beyond the short-term constraints and focus on the potential cross-domain impacts generated by the service.

1. Methods Sampler
IMPACT: Canadian Service Design Conference 2018
Service Design

2. The OpenRoad team is comprised
of designers, strategists, analysts,
developers, and project managers.

3. Service Ecosystem Mapping
Future News

4. Future News

5. Future News

6. Future News
Why?
> Offsets short term thinking
> Looks beyond immediate
constraints
> Output can be used to
communication the
aspiration of your innovation
project with others

7. Develop Solutions
Use as a prompt to elevate thinking to
more aspirational possibilities. What
would the impact be if we offered x?
Invite: End-users, project team
members, client/stakeholders
Project Kick-off
Gain insight into the
client/stakeholders and larger
project teams aspirations.
Invite: Internal stakeholders /
clients, project team
Future News
When to use Future News
Discover DeliverDevelopDefine

8. How it works
Future News

9. Future News
Step 1: Identify future possibilities
Start off by brainstorming future
possibilities (good or bad) around
the impact of your service.
> Is it a “good future” or a “bad
future”?
> Who is impacted by the
service?
> What are the benefits, value,
challenges, etc., that the
service delivers?

10. Future News
Step 2: Write the story and headline
Write the story
> Today it was announced is for articulating the change that you
see your service making in the world.
> As a result now lets you describe how people have reacted to
that change.
> Quotes can be from anyone as long as they’re related to the
story.
> Sketch/picture is for supporting the content with illustrations.
Write the headline
Write the headline that incorporate your aspirations or fears as if
they’ve been realized.

11. Today it was
announced /
On a annoncé
aujourd’hui
que
As a result
now / Par
conséquent,
maintenant

12. Future News
Step 3: Add date, publication and & sketch
Give further meaning and context to your story by giving it a
date and attribution (in what publication, newspaper, blog,
etc.). This is critical to bring a voice to your news story.
Step 4: Play and iterate
Change the words in your headline or story, date or attribution
to quickly iterate on the impact of your service.

14. Future News
Step 5: Share
If there are multiple groups, have each group share their story.
As a team, work to recognize commonalities among the stories
and reflect on what these similarities tell you about your
project.
Step 6: (Optional) Get agreement
Before leaving your session, make sure that the group has
come to agreement on the best story. Afterwards, you and your
core team members can clean up language and wordsmith as
necessary.

15. Future News
Using the news story
> Use as your north star (inform a project
charter, design brief)
> Socialize your aspirations
> Backcasting
> Steps to get there—start from the future
when the changes you want to make are
already up and running
> Working backwards, note what needs to
happen between then and now?

17. Future News
Let’s try it out
Discover DeliverDevelopDefine
Service to be designed - RecycleClub
YOU ARE
HERE
EARN REWARDRECYCLE

18. Future News
Discussion
How many different types of impact are
represented by the headlines generated
around the room?
How might this framing of a service (as
a future headline) impact the business
case and/or design moving forward?

19. Service Ecosystem Mapping

20. Service Ecosystem Mapping
About the method
A service ecosystem map helps establish a
shared view and understanding of the complex
relationships between varied actors in a
service ecosystem.
It encourages thinking about the context in
which organizations operate and the
configuration of actors that deliver value. It
illustrates potential impact to consider when
introducing change to the system.

21. Service Ecosystem Mapping
Why?
> Helps establish a shared view and
understanding of the complex relationships
between varied actors in a service
ecosystem
> Encourages thinking about the context in
which organizations operate and the
configuration of actors that deliver value
> Illustrates potential impact to consider
when introducing change to the system

22. Current state
Analyze the service
ecosystem as it is now to gain
a shared understanding of
the environment you are
working in.
Service Ecosystem Mapping
Why?
Future state
Reconfigure the actors and
relationships into different
potential configurations and
identify impacts of possible
futures.

23. Service Ecosystem Mapping
When to use Ecosystem Mapping
Discover Define
Project Kick-off
Create the map with subject
matter experts to gather
information on the service
environment.
Invite: Subject matter experts
Develop solutions
Use a future state map
to flesh out potential solutions
and changes to the system.
Invite: Users, researchers,
subject matter experts
DeliverDevelop

24. The method in action
Service Ecosystem Mapping

25. How it works
Service Ecosystem Mapping

26. Service Ecosystem Mapping
Preparation
Actors can be:
> People
> Objects
> Technologies
> Places
> Groups / Organizations
Identify actors involved in
the service ecosystem. Aim
for a diversity of actors
(between 30–50).

27. NAME
DESCRIPTION
NEEDS
CAPABILITIES
Service Ecosystem Mapping
Preparation
Photo
For each actor, create a
card with a name, short
description, needs, and
capabilities. Be specific
in your write up.

28. Service Ecosystem Mapping
Preparation
NAME
New Driver
DESCRIPTION
Driver that has been driving for
under 2 years, may be in a
graduated licensing program
NEEDS
- Gaining driving experience
- Getting from place to place
- Social capital
CAPABILITIES
- Inexperienced driver (more affected by weather, traffic,
and distractions)
- Doesn’t understand why the rules are in place
For each actor, create a
card with a name, short
description, needs, and
capabilities. Be specific
in your write up.

29. Service Ecosystem Mapping
Preparation
What is the bigger context of
distracted driving that influences
driver behaviour?
Identify an opportunity or challenge statement to
explore and determine the scope of your map.

30. Service Ecosystem Mapping
Step 1
Actor(s) most impacted
by the service
Identify actor(s) that would appear at the centre of the
concentric circles and write down the reason they are
chosen.
New driver

31. Service Ecosystem Mapping
Step 2
New driver
Arrange the next set of actors. The closer they are placed
to the central actors, the more important and the closer
their interactions are with the central actors in the
service ecosystem.
Driving
schools
Police

32. Service Ecosystem Mapping
Step 3
New driver
Driver
licencing
body
Arrange the remaining actor cards in relation to the central
actors. Add actors as needed. Not all actors need to appear
on the map.
Driving
schools
Transport
Canada
Police
Parachute
Canada

33. New driver
Driver
licencing
body
Driving
schools
Police
Service Ecosystem Mapping
Step 4
Identify and draw the flow of value and influence
between actors on the map. Show the direction of the
flow with arrows.
Drivers license issued
Fees paid for tickets
Transport
Canada
Parachute
Canada

34. Service Ecosystem Mapping
Step 5
Mark key actors and interactions that play a key role
in creating value in the service ecosystem.
New driver
Driver
licencing
body
Driving
schools
Police
Drivers license issued
Fees paid for tickets
Transport
Canada
Parachute
Canada

35. Service Ecosystem Mapping
Step 6
Find the services inherent in the system. What set of
actors and interactions encompases a service?
New driver
Driving
schools
Police
Drivers license issued
Fees paid for tickets
Transport
Canada
Parachute
Canada
Driver
licencing
body
Provincial
government
Driving
schools

37. Service Ecosystem Mapping
Using the map
Analyze the service ecosystem map
Which important actors ended up on the outskirts?
What is the impact of that distance?
How would the addition of something new (or the
reconfiguration of existing relationships) impact the
ecosystem?
> How would other actors respond to accommodate
the change?
> How would the flows of value and influence change?

38. Create a future state map
On a new map, reorganize the actors and
relationships into different potential configurations
and identify impacts of possible futures.
Service Ecosystem Mapping
Using the map

39. Service Ecosystem Mapping
Discussion
Thinking about previous projects you’ve worked on,
how might you have applied this method? Have you
done something similar to this in the past?
How might we use the map to see where the impact
of pushing on one leverage point (one place in the
ecosystem) might branch out and impact other
actors, behaviours, and environments? How can we
use that information?

40. Gordon Ross
Vice President
gordon@openroad.ca
Jacqueline Antalik
Director of User Experience
jacqueline@openroad.ca
OpenRoad
210-12 Water Street, Vancouver, BC V6B 1A5
Deborah MacKenzie
Senior UX Designer
deborah@openroad.ca
Winnie Ho
Senior UX designer
winnie@openroad.ca
Thank you.

41. openroad.ca