Presentation given at FusionConf UX Edition in Charlotte, NC (April, 2019) about the power of perspectives, role of service design, methodologies and challenges around shifting from operational driven to design drivel models in today's world. Carol Massa is a service designer at Harmonic Design www.thisisharmonic.com

1. THE ROLE OF SERVICE DESIGN
IN ORGANIZATIONS
A p r i l 1 2 , 2 0 1 8 | F U S I O N C O N F | U X E d i t i o n | C h a r l o t t e , N C

3. THE POWER OF
PERSPECTIVES

4. ZOOMING OUT | SPACE PERSPECTIVE

6. ZOOMING IN | ORGANISMS PERSPECTIVE

8. TECHNOLOGY PERSPECTIVE

9. SERVICE DESIGN PERSPECTIVE

10. WHAT IS SERVICE DESIGN
ALL ABOUT?

12. SERVICE MODEL
THE ROLE OF SD IN ORGANIZATIONS

13. SERVICE MODEL
THE ROLE OF SD IN ORGANIZATIONS

14. SERVICE MODEL
THE ROLE OF SD IN ORGANIZATIONS

15. SERVICE MODEL
THE ROLE OF SD IN ORGANIZATIONS

16. Unlike ID, Visual Design, UI,
the material of Service Design is
ORGANIZATIONS
Quote by Stephen Taylor, Harmonic Design

17. THE DESIGN SPECTRUM

18. Developed by Carol Massa for this presentation

19. Developed by Carol Massa for this presentation

20. BUILDING
Developed by Carol Massa for this presentation

21. BUILDING
CONVERSATION
Developed by Carol Massa for this presentation

22. BUILDING
CONVERSATION
DIGITAL EXPERIENCE
Developed by Carol Massa for this presentation

23. COMPLEXITY + ORG DESIGN
=
SD IN ACTION!

24. ORGANIZATIONS
AS LIVING ENTITIES

25. Developed by Carol Massa for this presentation

26. ORGANIZATIONS AS LIVING ENTITIES
THE ROLE OF SD IN ORGANIZATIONS
Developed by Carol Massa for this presentation

27. “All companies learn,
all companies build relationships
with other entities…”
- De Geus, 1997

28. ORGANIZATIONS AS LIVING ENTITIES
THE ROLE OF SD IN ORGANIZATIONS
Developed by Carol Massa for this presentation

29. SERVICE DESIGN
IN ORG SETTINGS

30. ORG SETTINGS
THE ROLE OF SD IN ORGANIZATIONS
GEOGRAPHY
unsplash.com

31. ORG SETTINGS
THE ROLE OF SD IN ORGANIZATIONS
GEOGRAPHY
SIZE
unsplash.com

32. ORG SETTINGS
THE ROLE OF SD IN ORGANIZATIONS
GEOGRAPHY
SIZE
MARKET
unsplash.com

33. ORG SETTINGS
THE ROLE OF SD IN ORGANIZATIONS
GEOGRAPHY
SIZE
MARKET
INDUSTRY
unsplash.com

34. SERVICE DESIGN ROLE
IN CORPORATE SETTINGS

35. CORPORATE SETTINGS
THE ROLE OF SD IN ORGANIZATIONS
• Innovation DT Labs: Workshop folks
• CX departments: Journey Map folks
• Research teams: Design Researchers
• Leadership: Head of Design
• UX design team: UX designer

36. CORPORATE SETTINGS
THE ROLE OF SD IN ORGANIZATIONS
• Innovation DT Labs: Workshop folks
• CX departments: Journey Map folks
• Research teams: Design Researchers
• Leadership: Head of Design
• UX design team: UX designer
Main Challenge:
Get assigned to an
end to end design project
(the part), unless you are on
a leadership role where you
have full visibility.

37. SERVICE DESIGN ROLE
IN CONSULTANCY SETTINGS

38. CONSULTANCY SETTINGS
THE ROLE OF SD IN ORGANIZATIONS
• Wear all the “hats”’
• Cross-pollination of tools, methods
and responsibilities

39. CONSULTANCY SETTINGS
THE ROLE OF SD IN ORGANIZATIONS
• Wear all the “hats”’
• Cross-pollination of tools, methods
and responsibilities
Main Challenge:
Find the right process/
methodology to the right
problem for each particular
organization.

40. FROM OPERATIONS TO
SERVICE-DRIVEN MODELS

43. SO…

44. T H E S D R O L E I N O R G S H O U L D B E
To provide different perspectives on
methodologies that enable organizations
to create value between who is providing
the service and the customer.

46. We design services with
organizations.
We partner with organizations to create
new or reimagine existing services. We
use service design to understand the
needs of service participants, generate
ideas, test concepts, and define a service
vision. Our teams go beyond front-stage
experience, digging into operational
barriers that prevent better service
journeys and business outcomes.
We build service design
capabilities within organizations.
We are passionate about building service
design capabilities in organizations. We
help grow internal teams through training
and side-by-side projects. We want to see
each of our clients applying service
design well beyond any initiatives in
which our team is directly involved.
We coach and mentor those who
lead organizations.
Our senior consultants have decades of
experience working inside and outside of
organizations in service design, design
strategy, and design research. Leaders in
design, customer experience, product,
and other areas hire us as strategic
partners, coaches, and sounding boards
to move their teams forward.
• Service design coaching
HARMONIC DESIGN
We use service design to make sense of your organization’s
complex ecosystem, connecting everyone you touch, from
employers to customers, bringing humanity to your company.