The questions of how to bring service design successfully into an organization and how to create awareness, acceptance, and help implementation were raised many times throughout the conference. What are your thoughts on the matter?
What has worked best for me at Intuit has been creating proof points up front, visuals, and output. Like the first service blueprint is an output for the people who’ve gotten together who believe in it from the start. Even if it’s a very small group or team. And then showing, “Here’s what we were able to uncover. Here’s what we were able to solve that we weren’t able to solve before. Here’s what we’ve now been able to identify and understand across a larger group of people that otherwise never would’ve happened.” And so, it’s about those small groups, and about demonstration and showing examples because asking and seeing, it’s not what gets people motivated.
Do you have any specific channels you use within the organization to get that viral effect of success stories going?
Right now, things come up in product reviews and design reviews that are always going on. And team members are starting to bring the blueprints as the thing that they want show the leaders. The executives and directors in the room, who are usually there to review design decisions and products, are being shown and told, “Hey, now we’re here to review a bigger, holistic ecosystem decision, in a much longer timeframe of customer relationships, that we can now design.” And so, people are able to see a service instead of a design of a interface or a product. So the channels are mostly other people sneaking it into their work. And then talking and saying, “Hey, if you’ve got a big complex issue that you’ve been working on for a long time, get a hold of Erik. He’ll come in and he’ll help do the service design and the service blueprinting. And we’ll break it open.” And we’ve had huge success. It’s been word-of-mouth success stories.
So, it’s about blueprinting that helps to visualize complex processes and long term relationships that you’re focusing on. I know that you have a specific passion for the methodology around it. Do you want to share a bit about that type of work that you are doing?
Yes. The methodology that we’ve developed has been all about co-creating the blueprints and the documents with the teams that represent the touchpoints along the whole journey. So, it’ll be a lot of people who’ve never met before; they’ve never worked together before because they had no reason to. They each made a piece of technology, or they made policies in Finance and Marketing, or they’re designers. The method is really about that co-creation and letting everyone build something together. The new initiatives all came from a central source of work that uncovered more than just the customer journey- it uncovered behind-the-scenes processes, systems, policies, and unknown stakeholders that no one ever saw before. They certainly never had reason to look at all of those things separately and then connect them together and go, “Wow, this whole blueprint, this whole journey, has so much going on behind the scenes that each individual silo might have known. But, none of us knew all of this, and that’s why we could never fix it.”
And suddenly, you are enabling the organization to fix problems that they were not aware of and create a successful breakthrough.
Thank you very much for taking the time to speak with me and the SDN. We wish you all the best with your future projects.
If you want to share your thoughts with Erik, stop by his blog or follow him on twitter @Erik_UX.