The document discusses the evolution of service design practice, emphasizing a shift towards contextual digital touchpoints, agile methodologies, and collaborative, iterative processes. It highlights the importance of maximizing developer-designer collaboration, creating rapid prototypes, and maintaining a flexible framework for projects. The content also addresses the need for continuous adaptation and evidence-based insights to drive innovation in service design.

1. LEAN SERVICE DESIGN
•10 minute lightning talk about the
evolving service design practice at MxM

2. •I always wanted to be a strategist
MONOLITHIC STRATEGY
•But I was disabled by being good at making things (and too honest)
•Old service design too many diverse touchpoints (we can’t make them all)
•New Service design centres on contextual digital touchpoints (mobile & web)
•As a result we can own more of the making process
LEAN SERVICE

3. SERVICE
DESIGN
LEAN
STARTUP AGILE
•Nicked the best bits from all three
•Service Design plays well with large orgs (handles big problems)
•Service Design Good for managing innovation process (diverse disciplines in teams)
•Lean for minimum viable prduct and and Launch & Learn product process
•Agile for the specifying, making and managing process

4. MAKING STUFF
•A practice not a dogma

5. DISCOVER YOUR PIONEERS
•Look for evidence of the activity you need
•Luckily we had Skype so near to face was easy
•5 people is a good number for insights (more than that and your creating insight debt)
•Insights with pairs of friends is best as they chat between themselves and make less up
•Rolling insight and testing is the hardest bit but the most important

6. TEST NOW
•Find the fastest way to a test
•Take your assumptions and push them simple filter process

7. DRAW AND PLAY MORE
•Use drawing as a brainstorming technique
•Manufacture rapid paper prototypes
•Keep working together for as long as possible

8. MAXIMISE AUTONOMY
•Bring developers upstream in the process
•Pair devs with designers
•Use realtime designing and building
•This is more risky but creates better teams

9. JUST IN TIME IA
•Bring developers upstream in the process
•Pair devs with designers
•Use realtime designing and building
•This is more risky but creates better teams

10. An offer
Jim’s Design Co. Narrative Touchpoint Process Touchpoint Narrative Sarah’s florist
“I want to sign in Login page Skype ID
with my Skype ID” Password
Redirect New Redirect
user to existing user
profile/new to users/id
“I want to create
an offer outlining Title
how my company A web form to capture Description
Topic items
INVENT TOOLS
can help other the key points of Jim’s
SMBs with their offer Available time
brands” Cost option
Save as draft Save and
to profile publish to live
“I can search all
View offer available the
Sarah can see Jim’s
details offer while browsing offers and
and topics discussions”
- logged in
“I get an email if notify offer “I like the sound of
someone is Jim’s offer, I’d like Sarah can save an Save link to
owner - not She clicks ‘Request
interested in meeting’ to have a quick offer she thinks might offer in
logged in Alert
meeting up” chat and find out be interesting profile
‘You need to be more”
logged in’
•Keep thinking of new ways to describe things Sign in / Sign
•Prototype with realtime chat up to Sype
•Create forums for designers and devs to collaborate.
•Facilitate this experience

11. Charter
Shared vision
• Simple statement of goals / aims / intentions
Current situation Success criteria Assumptions
• Background and context • Testable expectations • Things that need validation
• Competition • Customer satisfaction
• Qualitative assessment • Sign ups / New users
• Analytics / Trends • Sales increase
• International reach
• Social network reach
USE CHARTERS
Why Constraints
• Business segments • Budget
• Root-cause analysis • Available time
Risks
• Dilution / Control
•Nicked from agile
•Simple tool to define short/long term objectives
•Creates focus

12. SKYPE IN THE CLASSROOM

13. SKYPE WANTED SOME STORIES
•3 slide case study
•Skype knew teachers
were using it in the
classroom
•We converted a
marketing & PR strategy
into a service
WE GAVE THEM A STORY ENGINE

14. •A collaborative utility
•Generates amazing stories on it’s own
•It’s easier to capture the need not the
outcome
•About ideas in time not artefacts
•(This page shows a teacher looking to work
on a project about Inuits. She got a responce
from a teacher from Yupik community)

15. BLUEPRINT THE FUTURE
•Scale ambition - not the promise
•Create small pieces of evidence
•Create examples of future service ecologies
•Then think what happened to get here
•Work with the complexities of the large org stakeholders (help them with ‘elevator pitches’)

16. INSPIRING
TEACHERS
AMAZING PLACE TO
EDUCATIONAL SKYPE BRAND
EXPERIENCES
•The outcome
•A powerful utility
•Everybody wins
•This looks a lot like the triple bottom line...

17. PEOPLE
PLANET PROFIT
•The triple bottom line big part of service design agenda

18. NOTHING IS FOREVER
NOTHING IS FINISHED
NOTHING IS PERFECT
NOTHING IS THE SAME
•Reiterate... wabi
•Embrace project diversity
•No project is ever the same
•One size fits all process is a myth
•Have a few generic tools that are constantly customised

19. THANK YOU
@SAULPIMS