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Service Design at scale pt. 2Morning sessions
How I learned to stop worrying and give Service Design awayKeynote | Plenary Hall
Jamin HegemanSDN – 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.
Sneaking Service Design into large organisationsPresentation | Plenary Hall
Stina VanhoofKnight 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.
Scaling Service Design in a global financial institutionRound Table | Plenary Hall
Derek WhiteBBVA Global Head of Global Customer Solutions
Rob BrownBBVA Global Head of Marketing, Design and Responsible Business
Birgit MagerService 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?
Coffee breakAll Area
Morning breakout sessionsRegistrations for workshops are now open. SDGC ticket holders were notified by email. Limited number of spaces.
Track 01: Maturing the practicePresentations
Human skills in the age of singularity11.40 - 12.00
MC Mike WilliamsFjord Business Design Lead
At Fjord, we use service design to help global organisations change culture, and reimagine their purpose around human need. We believe in getting technology to serve human purpose. We enable businesses to adapt and change. But, we see a looming a "change tsunami" with the arrival of general artificial intelligence. This session considers the cultural effect of artificial intelligence, automation and robots with questions like: What happens after the end of jobs? Who should own the wealth created by automation? How is humanity effected when machines are better friends? The arrival of this technology will have a profound effect on everyday life. What are the unintended consequence? As designers, what should we be thinking about solving in this future?
How to generate high quality ideas: A synthesised idea generation Framework to deliver business impact12.00 - 12.20
Marta PerezTelefónica User Researcher
In a world where the competitiveness among organisations is so ferocious and the access to data is so similar, it is the Quality of Ideas organisations are able to generate what represents a key trigger to deliver business impact, differentiate from competitors and succeed in the market. However, contrary to what would be expected, most organisations still lack an understanding of what constitutes a quality idea and what is needed to generate one so the objective of this study is to unpack the constructs needed to generate high quality ideas. It maps state-of-the-art research along with practical case studies with multinational organisations in order to establish the importance of stimulating, supporting and implementing a structured idea generation process to deliver business impact.
Spreading Service Design through software12.20 - 12.40
Marc StickdornMore than Metric Co-founder and CEO
In this talk, Marc describes how he and his team stumbled into building a software startup based on service design. He also touches on how his team tries practice what they preach in daily business. Marc shares how organizations use journey mapping and mobile ethnography software to better work within projects and use knowledge across several projects. The increasing use of such software helps to bring new organizations into the field of service design. Organizations hear about, for example, journey mapping and many first search online and start with one of the most approachable ways: instantly trying out a simple journey mapping software themselves. However, after some initial quick wins, they usually start to struggle when they realize that a software is just as good as the data you put into it. Then, many start looking for someone to help them during their first projects – a new potential client for service design agencies!
In the end, Marc shares some lessons he learned from his experience of embedding service design within large organizations over the last ten years.
Design education's big gap: Understanding the role of power12.40 - 13.00
George AyeGreater Good Studio Co-founder
As a designer working on a complex social issue, have you ever stopped to wonder where the power lies in your project? What has the client trusted you to do and for what audience? How does your place of power (as a creator and an individual) hinder your ability to relate to that client and audience? We often use power unknowingly in creative work. But, when we recognize the influence of our training, politics, access, and privilege we allow ourselves to understand our client, user, and abilities more deeply. During this intimate conversation, George Aye of Greater Good Studio will help us understand the mechanics of power and how to wield it with care.
Track 02: Service systemsPresentations
Moving beyond lucky design and systems thinking11.40 - 12.00
Pascal SobollDaylight Design Europe Managing Director
Design is shaping the world. Many examples illustrate that designers can change the world for the better. We are entrusted with more and more complex challenges and develop ever-novel approaches. Nowadays a plethora of design disciplines exist and it seems fitting clarify what it is that unites designers today to then discuss how we can connect design to other fields better in order to maximise the impact of our work. One field that is proving a particularly rich complement to design is Systems Thinking, which essentially entails studying the interdependencies between elements in complex structures. While design thinking is a bottom up approach, systems thinking can supply the big picture context. Combining the two allows us to be more targeted in how we apply our design efforts.
Service Design pattern language12.00 - 12.20
Luka BaranovicCroatian Telecom Director of Customer Experience
When service is designed within the core team (designers joined by experts) it is always the question how to propagate designed service through out the company and ensuring that is it delivered consistently and according to design/plan (special topic for large scale organisations, with complex propositions and large number of human interactions). It is always a challenge how to make whole company understand the service (even IT and contact centre). In Croatian telecom we are introducing pattern language (based on Christopher Alexander's work) to (i) create a common language that whole company can understand and discuss service, (ii) to structure service entities that can be managed in delivery of service, (iii) to create patterns for designing new services and improve go-to-market time.
Platform ecosystems: Designing for potential12.20 - 12.40
Ron KersicING Netherlands Head of Chief Technology Office
When Everyone Designs; Designing for Platforms. The internet now is more than a mere distribution channel. It acts as an infrastructure for creation and coordination. In this environment, customer contribution and co-creation bring enormous value to companies that utilise them (viz. the tech giants). Most of today’s service design practices stick to their industrial value chain origins: brands provide and customers consume. However, participants in platform ecosystems are active shapers of the business value proposition that is, essentially, co-created. This requires a rethink towards designing in terms of shaping potential and opportunities. The resulting design practice, with a concept of service close to that of Service-Dominant Logic, will open up new ways of interacting with, learning from, and catering to the needs of people.
Services versus systems12.40 - 13.00
Sarah WylieNorthern Ireland Innovation Lab System Dynamics modeller
Time and again it seems that thoughtfully designed services fail to be implemented, whether becoming tied-up in commissioning or defeated by stakeholder habits, busy schedules and the lassitude of legacy institutions. This talk addresses the issue of systems versus services. By looking at a series of case studies using a System Dynamics lens it explains how service design and delivery are embedded in complex systems which can subvert or conceal even the best design. It also explores the dynamics which prevent great design from becoming contagious and spreading to other services. Finally, it addresses the dynamics of growing & nourishing the service design profession by highlighting lessons learned from a 60 year history of system dynamics modellers seeking to mainstream their methodology.
How to make a change with Service Design in the global south?11.40 - 13.00
Klara LindnerMobisol Product & Service Development
Bored of innovative services that deliver new toothbrush heads to your mailbox or monitor your water intake? But overwhelmed when trying to find a starting point for large-scale design issues? In this workshop, we’ll make the most out of your creative, systemic and empathic service design skills to create true benefits from connected products and design meaningful services for the underserved. The workshop is structured in 3 parts: I’ll first share a few inspiring best practices and pitfalls of (silent) service design in the Global South, like the failed solar cooker or a real use-case for autonomous drones. We’ll then discover contextual design constraints and enablers such as MPESA or the diversity of income sources, and finally put our new knowledge to a test in a hands-on exercise.
Transformation by design: Managing the people side of change11.40 - 13.00
Taylor LarsonRêve Consulting Director of Strategy and Behavioral Design
Carmen LiuRêve Consulting Service Designer
Service design yields innovative human-centered solutions to complex problems, but sometimes solutions meet resistance, especially in organizations that require shifts in culture. In this workshop, we'll share how we apply best practices from change management, behavioral design + empathetic coaching (and listening) to advance service design projects to ensure results are impactful, especially when new innovative solutions necessitate new ways of working. You will get a chance to practice these techniques in session. Bring a real example or plausible scenario of a project that requires implementation at an organization, or use a prepared case that we provide. Either way, this will be a great way to learn + apply some new approaches for ensuring your projects are as effective as possible.
Translating deep understanding of human need into scalable insights11.40 - 13.00
Adam WalkerClaro Partners Senior Associate
Myria SolorzanoClaro Partners Strategic Designer
Rapid change, increased interconnectivity and rising socioeconomic complexity make it increasingly difficult for corporations to stay relevant to their users in the long term. Claro will build on our findings from the urban mobility research to illustrate how corporations need to move from solving immediate problems, to problem exploration. By combining our understanding of human needs from our ethnographic research and mapping out global emerging value propositions, Claro has developed actionable tools and frameworks to create unique solutions in the urban mobility space. The tools and frameworks developed by Claro are not necessarily industry specific, and this makes them ideal when scalability is needed across industries and geographies to influence large scale issues.
Amplifying Service Design by telling stories using digital media11.40 - 13.00
Jennifer JonesMedia for Communities Director
I specialise in developing critical media skills in communities through digital storytelling (DS). My work included work with communities near Olympic & Commonwealth Games took place. The workshop will translate this experience using principles & methods related to Service Design. I will show how techniques such as citizen journalism, can be used to capture & amplify processes to reach both specific users & attract the attention of further reaching communities. Participants will learn how DS can be used through user studies to strengthen service design - particularly in public realm such as health services. They will also see how it can share best practices, providing vital elements in online service design training, where we have used DS in developing Scotland's Service Design Academy.
Service Design Award winner presentationsPlenary hall
From A-C via BAfternoon sessions
Revolutionizing air travel experience through innovation & human-centered designPresentation | Plenary Hall
Lee MoreauContinuum 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.
Triggering Design Thinking amongst the customer journey experts of ING DB NLPresentation | Plenary Hall
Judith BastiaansING Nederland Consultant
Meddie VersteegING 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.
Designing onboarding and education experiencesPresentation | Plenary Hall
Evi HuiUber 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.
Creating a Service Design playbook in the era of cognitive computingPresentation | Plenary Hall
Peter FossickIBM 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.
Coffee breakAll Area
Beginnings and endsAfternoon Sessions
Disrupt Me!Presentation | Plenary Hall
Aurelie GlorieuxDesignit Service Designer
Silvia LlerasDesign 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.
ENDS: when we're finished with products and services.Closing Keynote | Plenary Hall
Joe MacLeodDesigner-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.