Conference openingPlenary hall
Service Design at scaleMorning Sessions
Scaling Service Design in government - A new approach to service design in large organisationsOpening Keynote | Plenary Hall
Louise DowneUK Government Head of Design
Like in many countries, the UK government is the nation’s oldest and largest service provider. Most people who work in government are involved, in some way, in delivering services. Everyone wants to help make the best service they can. But the very structure of government often works against them. Government is vast - and old. It is set up in siloes. It isn’t set up to deliver services. The challenge in government isn’t in convincing people of the value of service design. Or the value of building things for users. The challenge is linking people up so that they can work together and deliver joined-up end-to-end services that can be sustained over time. In this talk we’ll show how the approach of GDS and others to service design has changed over the past 5 years to tackle the next challenge for service design - scale and sustainability.
Finding the future first – Frontiers of sofisticated service innovationKeynote | Plenary Hall
Larry KeelyDeloitte Consulting Managing Director
Larry Keeley will unveil the presentation content on-stage.
Scaling SD object from touchpoints to ecosystems - a personal viewKeynote | Plenary Hall
Xènia ViladàsSCAD Service Design Professor and Associate Chair
An observation of the change of scale in the design scene through 20+ years of bustling around it In the 20+ years I have been in the design industry, in different capacities, the changes in the sector have been dramatic both from a physical aspect, in size and scope of the work done, but also, and perhaps more importantly, from the point of view of the influence and the transcendence of design in society and in business. The scale of such changes in design are notable: From an educational point of view: an undeniable surge in the number of schools, leading to new business models rather than design principles From the practitioner point of view: an increase in the ranks of designers of all types, therefore, of competition, the subsequent transformation in the business of design, and a larger variety of projects and clientele From the client point of view: a better understanding of what design is and, consequently, more room for the role of design in the organization From the institutional point of view: a turnaround in the role of the design-related institutions The scale of change in Service Design in the way we understand it, how we apply it, and how we teach it, are even more fascinating: From Services to Service, and the far-reaching consequences of the Service Dominant Logic From a discrete approach (touchpoint to touchpoint), to one based on lifecycles and then on systems From a focus on tools, to a focus on strategy From a narrow specialization to a well-established discipline From limited projects to large-scale initiatives And what is the foreseeable scale of the changes to come in the near future: The challenge of the changes in the social and economic context The transformation of corporations and the role of SD is called to play in it The likely adoption of technology by Service Design, and its consequences As a conclusion, I also want to address the way in which educational institutions are facing these challenges and what is the scale of the changes they need to enforce to better assist the designers, the users and the corporations through this coming transition.
How Service Design became a big thing in FinlandPresentation | Plenary Hall
Mikko KoivistoHellon Lead Service Designer and Customer Experience Director
In Finland service design is by all accounts huge. It is a widely spread competence area and its benefits are recognised widely across most industries. Virtually all major companies and organisations in public sector use service design, there are multiple study programs for service design available (even for school children), and academia does top-notch research in service design. Service design is even included in the government programme in Finland. How has all this been achieved in just ten years? Learn how service design was scaled up in Finland, what things have been done right and what things could have been done even better.
Coffee breakAll Area
Morning breakout sessionsRegistrations for workshops are now open. SDGC ticket holders were notified by email. Limited number of spaces.
Track 01: Health and wellbeingPresentations
The future of mental wellbeing services11.40 - 12.00
Gene LibowLivework Senior Service Designer
Jennifer BagehornLivework Service Designer
London has poorer levels of wellbeing than elsewhere in the UK. Many Londoners doesn't receive treatment for their mental health difficulties, straining public and private resources. In this session we will share how we used service design to co-create an ecosystem of mental wellbeing services for the city of London, with the potential to scale throughout the UK. Londoners' stories helped us engage with stakeholders to envision a new approach that distributes mental wellbeing services into the digital communities that people already inhabit. In order to implement this, we recommended an experimental strategy based on small digital interventions that can scale over time. This enables users to digitally co-produce the service elements that meet their needs.
Scaling health services for different communities12.00 - 12.20
Charu JunejaDesign Institute for Health Design Director
In 2012, the residents of Austin, Texas voted to raise property taxes to fund a new academic medical center and other initiatives to help make Austin a model health city, with an explicit emphasis on the underserved. Our medical school welcomed its first students in 2016 and our clinics open this fall. As we scale by rolling out outcomes-driven, integrated practices for different conditions, we’ve learned that service design demands not only organizational design, but also operational design. This is critical to us delivering our brand of team-based, person-centered care while also allowing for flexibility to evolve as we learn and to design for the unique needs of a particular condition and/or population. Learn more about what it’s like to go into the belly of implementation and scale, fighting design crimes and improving health experiences every day.
Amplifying SD through behavioural sciences12.20 - 12.40
Aileen HeinbergMemorial Sloan Kettering Cancer Center Behavioral Scientist
Leah CabreraDesign and Innovation Group (DIG) at Memorial Sloan Kettering Cancer Center Service Designer
Using case studies from our experience at Memorial Sloan Kettering Cancer Center, we will highlight how embedding behavioral scientists within service design teams can bolster the impact and scalability of design solutions. We have found that adding scientific methodologies and evidence-based findings to the service design toolbox amplifies designer's ability to improve the patient experience. This combined approach helps to identify, test and measure promising low-touch design approaches in ways that correspond with the mental models of diverse stakeholders, facilitating smoother implementation and scaling of successful design solutions.
Building internal capabilities on all levels to reveal the missing link12.40 - 13.00
Caroline ChaffinLivework Service Designer
Medistim has a global position in delivering medical devices that provides quality assurance during surgery, but wanted a better understanding of their customer needs and to build capabilities for a human-centred approach. In this session Medistim and Livework will share experiences from conducting insight together in four different countries, building internal capabilities and translating insights into strategic recommendations. We will provide concrete examples of using the tools for "Customer lifecycles and Needs eco systems" to identify which phases were most important and how the needs related. We will explain how engaging staff, from the CEO-to VP's-to staff members were crucial when providing recommendations that aligned with needs, organizational capabilities and business objectives.
Track 02: Bigger, stronger, faster, betterPresentations
Selling Service Design - an adaptive sales approach11.40 - 12.00
Timo PatialaHellon London Development Director and a partner
Mariann PartsHellon Client Service Director
We propose that the way we sell service design to client companies requires the sales person to agilely be able adapt according to the maturity of the buyer and change the way we talk about SD and its deliverables. The markets and the awareness of the discipline are growing; we have seen large companies acquiring service design agencies and companies building their own SD teams. CX as topic is on the rise and often now on companies' agendas, but the way to execute it in reality still depends on the maturity and structure of the company, which affects the way SD is sold and bought. We will talk about selling SD to companies with different levels of (stakeholder) maturity and share our 7 key insights to selling SD projects in the future with two types customers in mind for every project.
Learning by doing: Building digital transformation in Newham Council12.00 - 12.20
Boris DivjakUnboxed Strategic Designer
Dawn TurnerNewham Council Delivery Lead
Increasing pressure on local authorities for more efficient delivery of services is driving a wave of digital transformation across the UK. Unboxed worked with the Digital Team in Newham Council to help them build a culture of resident-focused service innovation and start designing better online services. This session shares how they shaped their approach to create cross-functional innovation teams, spreading a new way of thinking about design of services across the council. Hear how they are gaining support from key stakeholders by taking non-designers along on the journey to adopt key design methods, such as contextual interviews, rapid prototyping, and cross-silo collaboration, while successfully designing valuable solutions for residents.
Why designing for scale requires something different12.20 - 12.40
Jeff MeltonBain & Company Melbourne Partner
Too much design work becomes valueless when beautiful journey posters never evolve past the pilot phase, into operational reality. Design must create remarkable experiences, but also be encompassing and deep enough to guide the launch of these experiences reliably and at scale. At Bain & Company, we achieve this by infusing our design approach with several key elements. We use the Customer Episode Factory to deliver complete experiences at an unprecedented pace that accomplishes both customer and operational excellence. We design the work explicitly and simultaneously with the experience, with scalability as its own design challenge. We change parts of the organisation to support the new experience (including a High Velocity Performance System that allows rapid learning and adaptation).
Multi directional scaling of Service Design: lessons learned12.40 - 13.00
Marc DolmanChange Agent
Dennis HambeukersStrategic Design Consultant
Once people are inspired by the service design approach, more opportunities arise: different types of projects at various scales. But also the opportunity to work on developing the bigger strategic service design vision of an organisation. Scaling service design is not one-dimensional; it's about translating it to a large variety of contexts and discovering how it can add value to different sets of problems. Designers and non-designers have to work closely together to create a flexible, eclectic, hybrid form of service design that combines the best of the traditional ways and the innovation power of the new way of working. At Maastricht University we are taking on these challenges and we would like to share the lessons we learned from an organisational and agency perspective.
Let's get rid of this akwardness11.40 - 13.00
Francesca TerziDesignit Senior Service Designer
Barbara Große-HeringDesignit Service Design Lead
In these days co-creation sessions are filling up our days and calendars. What does this actually means? This means that we all end up spending a lot of time with people we don't know or whom we usually don't work with trying to come up with shared goals and results. Due to this fact in Designit we think that every member of our crew should be able to facilitate efficiently workshops, and as we all esperienced at least once: a bad start can often lead to bad results, the perfect way to avoid is to transform "awkward starts" into "great starts". In this breakout session we plan to dive through our collection of warm up methods and share the most effective ones with the participants. Let' get a rid of the awkwardness together.
Visualising services11.40 - 13.00
Mauro RegoSenior Service and Product Designer
Being Visual is a fundamental part of Service Design. Since services and business are mostly intangible, a service designer must use all possible tools to communicate its value. Visual tools enable better communication between stakeholders, boost presentations, brainstorming sessions and help on consolidating and presenting ideas. This workshop will provide you with input, tools and methods to express services and think more visually. The goal is to go beyond Canvas and Journeys visualisations. The course will support you on defining visuals and metaphors that illustrate your business matters and give you frameworks to better communicate with your team and audiences.
Design diplomacy: Scaling impact in turbulent times11.40 - 13.00
Chad StoryDesigner Researcher and Scholar
Chris FergusonBridgeable Founder and CEO
This workshop examines the role of the service designer as a facilitator of large-scale change and the messy and often political realities that emerge from this work. Through hands on activities and case studies, we will explore how service design methods, such as co-design and prototyping, are being used at scale to transform organizations and to reimagine service systems. Through these collaborative efforts, participants will re-consider service design tools for more relational, political, and messy contexts and by extension gain a new appreciation for the skills required to facilitate alignment and navigate divergent stakeholders through complex service-system change.
Business origami11.40 - 13.00
Dr. Rachel JonesHitachi Design Strategist
Takuya AkashiHitachi Senior Designer
Hitachi’s centre for social innovation aims to tackle society’s challenges, such as creating more sustainable cities and supporting a growing elderly population. Many of these challenges involve developing services involving multiple stakeholders across several parts of an organization, or commonly, several organizations. In 2006, Yukinobu Maruyama invented a tool called Business Origami that organizations such as Citizen Experience, SAP, and Google have since adopted. Business Origami involves gathering stakeholders for a lively, semi-structured workshop about new service models with the aim of creating a win-win opportunity. To accelerate shared understanding and decision-making amongst stakeholders, Business Origami uses paper representations to map the domain. We explore the relationships between stakeholders, identify the activities and resources needed, explore the revenue flow, and check the service from the user point of view. At Hitachi, we use Business Origami extensively to focus on complex problems. This workshop will present the Business Origami tool and facilitate an exercise where participants can become familiar with using the tool.
Afternoon breakout sessionsRegistrations for workshops are now open. SDGC ticket holders were notified by email. Limited number of spaces.
Track 01: Social innovationPresentations
The use of Service Design in the design of a public fund: The case of the Chilean national fund for the arts (FONDART)14.30 - 14.50
Bernardita FigueroaSchool of Design of the P. Catholic University of Chile Academic
During 2015 the Public Innovation Laboratory won a public tender to work on a proposal to re-design the National Fund for the Arts FONDART, based on Service Design and co-creative methods. This case is a singular experience of a bottom-up design process in the Chilean government, where policies usually result from top-down process engineering methods.
This presentation will expose how we managed to sell and develop a proposal for a public fund beyond more traditional design outputs. We will examine the methodology, techniques and tools used to develop this case and show preliminary results of the implementation of the project.
Larging it up - Service Design in Scotland14.50 - 15.10
Mike PressOpen Change Director
Hazel WhiteOpen Change Director
The Scottish Government aims to "put people at the centre of public service design and delivery". Open Change has worked with local and national government, the NHS and others to do just that. We have been part of building a community of service design literate leaders and communities with capacity to redesign their own services. From improving retention at colleges and Universities, getting young people into work, to developing health and government strategy, we have used service design to help public organisations navigate change in austere times. With a new Service Design Academy, Scotland will begin building capacity in the workforce on a larger scale. Our presentation draws on our experience discussing how a small country aims to make a big difference through service design.
What does it take to scale social innovation and social innovations?15.10 - 15.30
Ione Adrain OsacarThe Australian Centre for Social Innovation Social Innovator
The team at The Australian Centre for Social Innovation have been reflecting on what it takes to scale the social and economic impact of their work. When it comes to scaling we often think of growth and replication of a service, at TACSI we've been doing that - but we've also been exploring other ways to scale value - what about spreading the patterns or ideas that work, what about giving IP away for free, what about creating the conditions for innovations to emerge or building the capabilities of others to do what you do. In this session we would like to share our learnings, together with processes and tools that we have used.
Co-designing a UN program with youth in Kosovo15.30 - 15.50
Maria SøbroeService Designer
What do young people in modern Kosovo engage in, and how can UN support existing youth initiatives as a service to the local community? In 2015 our team was approached by UN Kosovo with the aim of addressing overall youth challenges, providing UN staff with a framework to support the creation of a new youth adolescent program. In order to understand challenges of Kosovar youth we carried out collaborative design research activities with local students. Research activities such as explorative urban walks, workshops and filmmaking helped us uncover what young people engage in, and what their aspirations are. Our project recommended UN to support existing youth initiatives instead of inventing new ones, and the new framework for collaboration was implemented in the youth adolescent program.
Track 02: People powerPresentations
The partnership of CX + EX14.30 - 14.50
Avalyn KasaharaIndependent Director of Learning & Development
Veronica NaguibThe BIO Agency Head of CX
Many organisations fail at transforming by not connecting their employee experience with their customer experience. Within BIO we embrace employee experience & development to design our internal services as well as for our clients. We'll share our insights from EX & CX because we believe employees are as important as customers to successfully implement change at scale. We are presenting together to share a new perspective, because we believe we are two sides of service design that have yet to have a unified voice. Key message: Don't treat your employees and your customers differently, they're all your people. Using case studies from our own experience and from external sources, we'll discuss driving engagement and training, redefining success measures, the right research tools and more.
Service Design in entrepreneurship14.50 - 15.10
Romain JarsaillonDomos Kit Founder
We are supposedly in the midst of a design renaissance, where beyond the cliché Steve Jobs and Apple ecosystem example, we see a design-centric focus in everything from soap (Method) and thermostats (Nest) to email (Mailbox) and even baby food (Plum Organics). And yet, there's a dearth of designer founders. At this point, the technology tools for design, enabled by the web, have evolved to a point where good design is accessible and scalable. Before, even design-centric product companies had to be founded by technical founders because of the narrow expertise required by the tools, not to mention the lack of user experiences and context at the time. But that's no longer the case, and hasn't been for a while.
Using employee experience design in human resources management15.10 - 15.30
Carla Rocha MoraisBusigners Co-Founder
Managers around the world are being challenged on the Attractiveness of their companies, and on Loyalty and Motivation of their employees. Most of them are looking for solutions on the same usual places, and therefore creating defragmented experiences for their collaborators. Reality shows that people are dealing with serious workload and over-communication systems; new technologies are both helping and giving additional constrains and challenges (Industry 4.0) to work routines; younger professionals have different expectations and demands, and they are all in need of better talent and assessment management. In this presentation, we will show how Employee Experience Design is helping re-inventing organisations and processes, making them more simple and where people feel happy and engaged.
Organisations powered by Service Design15.30 - 15.50
Angela LiCBi China Bridge GM & Partner
Cathy HuangCBi China Bridge – SuccessfulDesign.Org Chairperson – Co-Founder
Chinese design market is experiencing tremendous changes. Nowadays, more and more enterprises utilize the upgraded design methodology not only for decorating a product but also as a mindset or capability to help organizations solve more complicated problems to achieve targeted business goals. 2016 is a revival year for service design in China and the entire society started to embrace service design methodology. Xinyu Li will share her insights how service design contribute to change the culture of Chinese enterprises and the way of people's collaboration. She will share successful cases regarding organization innovation driven by service design. No doubt the sharing will inspire the audience and provide them with a deeper understanding about how service design applies in Chinese Market.
Evaluating business ideas14.30 - 15.50
Alexander RodichevDigitalist Creative Consultant of digital transformation
Jane VitaDigitalist Service Design Lead
In this workshop participants will learn how to use business model patterns (55 models from Business Model Navigator) to boost their service ideas. They will also learn how to evaluate these ideas by understanding when is time to implement or continue exploring.
Service Design sketching14.30 - 15.50
Richard HylerstedtCity of Helsingborg Service Design Coach
One of my current challenges as a service design coach in a Swedish municipality is to create attractive and impactful visualizations (frameworks, models, manifestos, toolkits, storyboards, etc) that promote the adaptation of service design mindsets and practices at scale across our diverse organization. I would like to lead a workshop at the SDGC17 where participants co-create this kind of visualizations, drawing on their own experience and addressing challenges from their specific context. Outline:
5 min, introductions
5 min, background and inspiration
20 min, grouping and first round
10 min, half time review and regrouping
20 min, second round
10 min, gallery review and feedback
5 min, closing circle
A crash course in the art of stakeholdering [selling service design within organisations]14.30 - 15.50
Chelsea OmelTELUS Manager of Service Design & Strategy
Patrick BachTD Bank Group Senior Manager Human Centered Design
Markus GruppIndigo Experience Design Design
Service Design methodologies can feel unfamiliar, uncomfortable or even threatening in the context of a conventional corporate environment so putting them into practice within an organization means changing the hearts and minds of your stakeholders. In this interactive session we'll work through an easy-to-use framework for understanding your stakeholders as well as tactics and techniques for building alignment and support for a service design approach within an organization. Key areas we'll explore in this workshop: creating internal personas for better empathy, Changing Mental Models and navigating the potential minefield that is language Leveraging the Workshop as tool for learning, teaching and doing.
Coffee breakAll area
Service Design Award ceremonyPlenary Hall
Designing at citizen scaleAfternoon sessions
Ireland's first Service Design centre | Building design capabilities across local governmentPresentation | Plenary Hall
Sarah DrummondSnook Co-founder & Managing Director
Julianne CoughlanCork County Council Acting Senior Executive Officer
Karen FitzgeraldCork County Council Service Designer
Over the past 7 years Snook have worked with public bodies and Governments to develop design capabilities, developing a blended strategy for building capabilities inside institutions. In 2017, Cork County Council launched Ireland's first Service Design Centre, 'Service rePublic', after a journey with Snook to develop design capabilities across the council and improve public services. Speaking at the launch, Mayor of the County of Cork, Cllr Séamus McGrath noted the opportunities available to the people of Cork county to be involved in driving innovation where they live. We will present alongside the team from Cork, this landmark project in Ireland, then reflect on the wider strategy for building capabilities from prior experience. We'll share success and failures with the audience.
Citizen Engagement in policy designPresentation | Plenary Hall
Sung Woo KimDepartment of Experience Design in The Graduate School of Techno Design at Kookmin University. Professor
This is a nation-wide government project to apply service design in various public policies and service. It's a yearly project driven by the Ministry of Interior in Korea since 2014 (so 4 years now). Every year quite a number of projects all over the country are selected (=funded) and carried out under this grand-project; for instance, in this year 50 selected projects are on-going now. As for me, I was one of the service designers of the selected projects in 2015. This year I work as an advisory committee member for the whole project. This project has received an iF award in 2016.
Situating Service Design within systems: a homelessness exampleKeynote | Plenary Hall
Cat DrewUscreates Director
The UK is experiencing increased homelessness due to rising rental prices, welfare reform and a lack of social housing. Forthcoming legislation places greater responsibility on local areas to prevent homelessness. Informed by a Policy Lab project, the Government has provided £20m to 28 local areas to trial innovative approaches to prevent homelessness. Uscreates has been working with five local areas to create better ways to identify and intervene early with those at risk and prevent homelessness. This session will share our findings and focus on challenges of scaling design in homelessness at three different levels:
- Individual: challenge of scaling a very human-centred and individualised intervention
- Local area: challenge is less around designing a new service, but - in order to implement and scale - changing the mindsets and culture of staff into problem solvers that can continuously reflect and improve their service.
- Country: challenge is to create an action learning set of transformative innovations that can lead to a new paradigm, and which requires wider systems permissions and conditions.