At the 2018 Service Design Global Conference in Dublin we got the chance to share our thoughts on how to anticipate for implementation by listening to the company culture early on in the Service design approach. Because true innovation doesn't exist until it is actually implemented and turned into reality.

1. SDGC October, 2018
Culture eats SD strategy
for breakfast

2. Hi!
I’m Floor Smit
Business developer
Koos service design
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3. Accountmanagement
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4. We, as designers, know
how to run our projects
Empathize Define Ideate
Prototype +
test
Solving the right problem Solving the problem right
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5. 5/50

6. Even if we have
a great start
...
Actually sticking to
it is not so easy
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7. 7/50

8. There is no commitment
from the top
...
or we are unable to
connect our project to
their business goals
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9. 9/50

10. We experience a big
language barrier
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11. 11/50

12. Innovation is often
perceived as extra
workload
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13. So....
What is going on?
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14. 14/50
Client story 2/8

15. Absence does not make
the heart grow fonder.
...
It may even create a
we vs. them culture
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Client story 2/8

16. 16/50

17. A crusader needs
followers
....
Or the culture will cast
him aside like a lone nut
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18. 18/50

19. We’re afraid of failure,
especially when in the
picture
...
Culture within a high
stress environment and
hierarchy hates surprises
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20. 20/50

21. Solutions like more
of the same have their
limits
...
A proud company
culture has a hard time
responding to context
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22. 22/50

23. We keep thinking in old
solutions and systems
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24. So....
What is going on?
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25. “Real innovation
includes
implementation”
Christina Taylor, Innovation is no accident
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26. Yes, we forgot ... implementation
Empathize Define Ideate Implement
Prototype +
test
Solving the right problem Solving the problem right Solving it together
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27. Looking at
implementation,
culture keeps
popping up.
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28. Definition by Oxford dictionary
Culture
The ideas, customs and social
behavior of a particular people
or society
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29. We’re stuck in
our unconscious
motivations
and drivers
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30. When under pressure, we tend to fall back
to our old patterns.
Kahneman
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31. Fear of the new originates from
the fear of loss.
Kahneman
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32. Driving forces will only get you so far,
as the restraining forces will let you go
Lewin
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33. Leadership plays a decisive role in driving
change
Kotter
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34. Designing for acceptance
and change
1.
Care about
culture
2.
Adapt to
culture
3.
Change the
mindset
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35. Step 1:
start to
care about
culture
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36. Care
Understand
Check
Repeat
Step 1: start to care about culture
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37. Step 2:
adapt to
the culture
without
becoming a
part of it
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38. Step 2: Adapt to the culture without
becoming a part of it
Use their structures
Talk their talk
Dance to their beat
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39. Step 3:
change the
mindset
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40. Step 3: change the mindset
Start a movement
Design a soft landing
Step out of the spotlight
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41. Five lessons
to take home
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42. Be aware that culture can differ over several company aspects.
Start with the quickest win.
1. No company has only
one culture
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43. Nurture the first follower(s): They make a lone nut into a leader
2. Movement over
mandate
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44. Dance to the beat of your client
3. Set the right pace
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45. Instead of just repeating what you have done before:
Focus on both the driving and the restraining forces.
Make it easier (e.g. CX lab)
Talk about potential barriers early on.
4. Pull, don’t push
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46. From hands-on doer, to facilitator to coach.
A coach who understands the local customs, ideas and social
behavior.
5. Mind the
changing role of the
Service Designer
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47. Lean into the
discomfort
with us
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48. Because how can we expect the organisation
to change when we can not or will not see it?
This is a call to all
service designers to get
out of our comfort zone
and start caring about
culture
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49. Let’s flip the
script and
invite culture
over for
breakfast
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50. Thank you!
If you want continue the conversation:
Drop me a line on +31 (0)6 36402016
or send us a love letter at
floor@koosservicedesign.com
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