Day 2 / Friday, November 3

Yoga class

SIGN-IN FOR THIS ACTIVITY IN "SIDE EVENTS"

Service Design at scale pt. 2

Morning sessions

How I learned to stop worrying and give Service Design away

Keynote | Plenary Hall
Jamin Hegeman

Jamin Hegeman

SDN – Capital One Management Board – Head of Design for Financial Services

It's one thing to learn service design tools and try them here and there on your projects. It's another to make the tools and the mindset business as usual within your organization. Connecting the dots is no small feat. But that's what we're trying to do at Capital One. Within our financial services division, we've made journey maps, vision stories, and service blueprints part of our management system. Leaders from multiple lines of business are embracing and learning these tools to help understand the customer experience, make vision tangible and accessible, and articulate what it will take to get there. What are the challenges of implementing service design at scale? How do you democratizing both the mindset and the practice? How many journey maps do you need? What's the appropriate level of zoom? When is a blueprint not the right tool? How can we balance autonomy at speed, with service experience at scale? What's the role of the design team in this transformation? If service design tools, methods, and mindset are to become truly business as usual, these are the questions we must face.

Read more

Sneaking Service Design into large organisations

Presentation | Plenary Hall
Stina Vanhoof

Stina Vanhoof

Knight Moves Service Designer

Large organisations are struggling to make the right decisions for their clients and employees. Implementing service design thinking and doing into these organisation can help them in this proces. But how to start and what barriers do we encounter.  I would love to share some real insight stories on successes and struggles we went through. And give some examples on how we help organisation in this proces. Large governmental organisation like: the Flemish institution for education (Gemeenschapsonderwijs), the Flemish department for work and social economy, Belgian department for employment and education VDAB, etc. 

Read more

Scaling Service Design in a global financial institution

Round Table | Plenary Hall
Derek White

Derek White

BBVA Global Head of Global Customer Solutions
Rob Brown

Rob Brown

BBVA Global Head of Marketing, Design and Responsible Business
Birgit Mager

Birgit Mager

Service Design Network President

At BBVA we are facing the challenges of introducing design in a massive global financial institution. This work has several implications in the pre-existent corporate culture and also it could be perceived as a service itself. How might design team can help to provide a service that spread the voice of Service Design across areas and geographies? What is the right mix of global vs. local designers to ensure we capture local cultural nuances and still maintaining consistency but more importantly deliver co-created amazing products? How we are designing a service for scaling Service Design through corporate training?

Read more

Coffee break

All Area

Morning breakout sessions

Registrations for workshops are now open. SDGC ticket holders were notified by email. Limited number of spaces.

Lunch

Service Design Award winner presentations

Plenary hall

From A-C via B

Afternoon sessions

Revolutionizing air travel experience through innovation & human-centered design

Presentation | Plenary Hall
Lee Moreau

Lee Moreau

Continuum Principal

Continuum worked with Southwest Airlines to improve the overall airline experience for travelers and decrease the aircraft turn times for the airline. This is a mutually beneficial experience for both customers and the business. Called Digital Wayfinding, this new process uses beacon technology to tell customers when their flight is coming, where to go for the nearest meal or coffee, and how quickly to move to get to the gate. There is also a chatbot component that can help travelers navigate the airport, manage layovers, and find specific places within the airport such as the nearest Starbucks or Chili's. Lee Moreau and Heather Figallo can speak about the specific travel pain points that this addresses, as well as the design process the teams took to execute the project.

Read more

Triggering Design Thinking amongst the customer journey experts of ING DB NL

Presentation | Plenary Hall
Judith Bastiaans

Judith Bastiaans

ING Nederland Consultant
Meddie Versteeg

Meddie Versteeg

ING Nederland Consultant

The Customer Experience Improvement Cycle, abbreviated CEIC, is a structured approach for 700 Customer Journey Experts of ING DB NL, enabling them to provide a distinctive customer experience. CEIC is intended to teach our fellow employees innovative skills, to embed a journey-oriented work ethic in our Agile Way of Working (WoW) and to trigger "design thinking". Our uniform and structured approach helps our squads to achieve the ultimate Customer Journey in seven steps. These steps lead them from rough analysis to the formulation of ideas and, from there, to the realisation of these ideas. With the realisation of these ideas we can help our customers to stay one step ahead in life and business. 

Read more

Designing onboarding and education experiences

Presentation | Plenary Hall
Evi Hui

Evi Hui

Uber Product Designer

Customers drop off early in the user journey as they don't know how to get started and feel unprepared. They get stuck, feel frustrated, stop using the service or product all together, and don't benefit from the promises of the product designed for them. For many product development teams conversion is extremely difficult to lift. How might we design engaging experiences that set up people for long term success? This talk will cover how to measure success, principles and best practices on on-boarding design and user education. 

Read more

Creating a Service Design playbook in the era of cognitive computing

Presentation | Plenary Hall
Peter Fossick

Peter Fossick

IBM Director of Service Design

At IBM we have evolved our approaches to Service Design to shift our thinking and innovation activities away from products to ecosystems and outcomes. This presentation will explain the approaches the strategy and approaches we are using to design in the age of cognitive computing working with the world's largest and most successful corporations. IBM is applying Service Design methods and practices  to help us deal with complex transformation challenges across large organisations to enable us to innovate at speed and scale with our clients. Using an approach we call Service Design 4.0, IBM  uses Playbooks, methods and practices that coalesce to help us radically collaborate within teams and with clients to deliver transformation within the disruptive paradigm of Industry 4.0. 

Read more

Coffee break

All Area

Beginnings and ends

Afternoon Sessions

Disrupt Me!

Presentation | Plenary Hall
Aurelie Glorieux

Aurelie Glorieux

Designit Service Designer
Silvia Lleras

Silvia Lleras

Design Consultant

Companies are facing different challenges, from moving towards customer centricity to generating deep organizational change. Based on our experiences accompanying them in this process, we would like to expose the different aspects that make a company service-design friendly. With insights and testimonials, we want to give you a human perspective on what makes companies a fertile environment for user-centric innovation and how to be better catalysts of this transformation.

Read more

ENDS: when we're finished with products and services.

Closing Keynote | Plenary Hall
Joe MacLeod

Joe MacLeod

Designer-Founder-Leader; Author of Ends

Ends. Why they are critical to improving consumption. How many services have you started, designed, launched and built a customer base for? Do you have the same passion about ending them appropriately? Does it matter? Most experiences in life are punctuated by a closure experience - an ending. In the past these were profound; however, over generations we have distanced ourselves from meaningful endings thanks to our lifestyles increasing in comfort, the church weakening and medicine advancing. The impact of this has been particularly acute in our consumer society, where as providers and consumers we are happy to overlook endings; excited to move on to the next product or service experience. This has created a cultural oversight in our personal responsibility and a vulnerability in our businesses. We witness this at scale in some of the services’ industries biggest problems - mis-selling of financial services is now common place. PPI in the UK alone accounts for £35bn according to the FT. 1 in 4 UK pensions are going missing according to the charity Age Concern. Lost in decades of mis-management, mergers and acquisitions and the normal changes over a person’s life. A surprising amount of old people are getting their first tattoo, fearful someone will bring them back to life after the Do Not Resuscitate agreement fails. Paying off mortgages, the biggest personal debts in our lives, should be a celebration. Instead all the thanks we get is often a cold letter to say it’s finished. Well designed and thoughtful endings help us reflect, take responsibility and move on coherently, but sadly the service industry is awash with bad endings. Joe Macleod introduces the theme of his Ends book at the SDN 2017 conference. He makes a compelling case that demonstrates how, over centuries, our changing relationship with death has led to the loss of our relationship with endings. Giving rise to guilt-free consumers, an overly-blamed business sector and a society which finds itself at a loss when it needs to grapple with responsibility. Drawing on a plethora of sources in history, sociology, psychology and industry, he argues that we are taking the wrong approach to challenging the impacts of consumption and that we need to create coherent endings in our product, service and digital experiences to rebalance this.

Read more

Conference wrap-up

Plenary Hall
Kerry Bodine

Kerry Bodine

Kerry Bodine & Co. Author, Speaker, Coach

Conference Closing

Plenary Hall

To Top

Login

Close
With LinkedIn

Forgot your Password?

Become a member

Close
With LinkedIn

Already a member? Log me in

Next

Create an account

Close
With LinkedIn

Already a member? Log me in

Login

Close
With LinkedIn

Forgot your Password?

Recover password

Close

Enter your e-mail so we can send a recover e-mail

Name and E-mail

Close

Yes, please send me Insider newsletter

Subscribe to the awards newsletter

Close

Stay up to date with news and key deadlines

Accreditation newsletter

Close

Sign up and receive up-to-date information about the accreditation initiative and our Accredited Service Design Trainers all over the world.