Bringing Service Design In-House / Service Design Drinks Berlin

transcript

Service Design Berlin

B C G D I G I TA L V E N T U R E S / O C T O B E R 1 9 , 2 0 1 6

Bringing Service Design In-House

Katrin PhD Candidate, University of Potsdam

Who is inviting?

Olga Business Consultant, Fuxblau

Mauro CEO & Designer, Boana

Martin Service Designer, UK Gov

Manuel Service Designer, Fuxblau

Activities of Service Design Berlin

Service Design Drinks

Service Experience Camp

The Service Gazette

Where are we?

How does it work?

Input Exercise Mingling

Broadcasting globally

Who is speaking tonight?

Manuel Großmann Service Designer & Co-Founder, Fuxblau @manuel_berlin

Why Relevance

“[IBM will] flood its ranks with hundreds of designers and train its entire workforce—some 377,000 employees worldwide—to think, work, feel like designers.”

S o u r c e : Q u a r t z , S e p t 2 0 1 6 h t t p : // q z . c o m / 7 5 5 74 1

Two aspects of bringing service design in-house Learning & teaching

B A S I C S

Photo by Flickr user: Brian (Ziggy) Liloia

You wouldn’t expect to learn woodworking in a day. Why should service design be any different?

Three ways of bringing service design in-house

P R OJ E C T- B A S E D W O R K

T R A I N I N G S N E W E N T E R P R I S E S

How Ways of doing it

Bringing Service Design in-house Through trainings

T R A I N I N G S

Three approaches for trainings

I N T E N S I V E W O R K S H O P

I N T E G R AT E D W O R K S H O P S

W O R K S H O P & C O N S U LT I N G

I N T E N S I V E W O R K S H O P

Intensive WorkshopsT R A I N I N G S

T I M E

“Corporate entertainment”

-author anonymous-

I N T E G R AT E D W O R K S H O P S

Integrated WorkshopsT R A I N I N G S

T I M E

“The format of short two-hour sessions throughout a week allowed us to train a larger team because all were able to spare some time every day.

— I N G A B E R G E N , CEO, Welldoo

It also showed us that small work packages can be finished within a very short time.”

W O R K S H O P & C O N S U LT I N G

T R A I N I N G S

Workshop & Consulting

T I M E

“The initial workshop creates a wow moment. It creates a new perspective. The following consulting allows a transfer into practise. What is more it keeps up the awareness for the tools and methods.”

— A D A M L A W R E N C E , Co-founder, Work Play Experience

Artefacts

Expanding the time for supportA R T E FAC T S

T I M E

artefacts left behind

The future of service design trainings?

Traditional learning modelT H E F U T U R E O F S E R V I C E D E S I G N T R A I N I N G S

L E A R N I N G B A S I C S with the help of a pro

A P P LY I N G T H E K N O W L E D G E by yourself

Flipped classroom modelT H E F U T U R E O F S E R V I C E D E S I G N T R A I N I N G S

L E A R N I N G B A S I C S by yourself

A P P LY I N G T H E K N O W L E D G E with the help of a pro

Bringing Service Design in-house Through project- based support

The (traditional) agency model is an outdated model

P R OJ E C T- B A S E D S U P P O R T

Call for help / Brief

Work by the agency

Presentation & handover of documentation

Weaknesses of the (traditional) agency model

Lack of knowledge transfer

Lack of internal insights (stakeholder & their needs)

Lack of internal buy-in (not invented here)

Lack of impact

An integrated modelP R OJ E C T- B A S E D S U P P O R T

Regular collaboration & involvement

Call for support

Client is able to continue the work

“We pinned print-outs of personas, user journeys and a service blueprint to the hallway wall. This helped a great deal to communicate to others what were working on.”

— M A R C P I R S I N G , Head of Commercial Service Center, Bayer Business Services

is controlled by company constantly

gets guidance that leads to meaningful outcomes

spends extra time through co-location

focusses on topics of importance & relevance

needs to cater for special stakeholders

creates tools that are actively used by people afterwards

Pains and gains for the agency

PA I N S G A I N S

“As a client we are very involved. The agencies aren’t used to that. Some have a problem with it. We don’t work with these any longer.”

— A N A P E S S A N H A , Senior Design & User Researcher, HERE maps

Bringing Service Design in-house By incubating new enterprises

B U I L D I N G A N E W A G E N C Y

Building an agency: NeugelbI N C U B AT I N G A N E W E N T E R P R I S E

Client

Agency

Client

Agency

Building an agency: NeugelbI N C U B AT I N G A N E W E N T E R P R I S E

Involvement

Become client again

Knowledge transfer

Relationship building

Strategicwork?

New agency

New agency: Client pains and gains

takes much longer knowledge in-house

PA I N S G A I N S

more expensive

long term financial risk of running an agency

independence

I N C U B AT I N G A N E W E N T E R P R I S E

New agency: (Old) agency pains and gains

new competitor experience in incubating a new company

PA I N S G A I N S

iterated processes to learn from (e.g. on-boarding)

you get to do the strategic consulting while others execute

B U I L D I N G A N E W P R O D U C T

C O M PA N Y

Building a new product company: COUPI N C U B AT I N G A N E W E N T E R P R I S E

Client

Agency

Client

Agency

send staff

people return

Building a new product company: COUP

Startup

send staff

Client pains and gains

share risk?

PA I N S G A I N S

good opportunity to invest money

higher complexity (launching a product & a company) all expertise is in-house when the

agency leaves

Agency pains and gains

higher complexity grow unique knowledge

PA I N S G A I N S

more client influence (product & company culture)

staff sees the impact of their design

equity share?

client knowledge

Takeaways

Tips for successful service design learning

TA K E AWAY S

Tips for learners

Ask how the input will be translated into the real context

Demand a collaborative working model

Master the skills before the support leaves

Allocate extra time for your employees

Don’t expect to master service design within a day

Involve the partners early on

Tips for successful service design teaching

TA K E AWAY S

Tips for teachers

Mix theoretical and practical input

Embrace more client involvement

Take the risk and try entirely new models

Offer trainings + consulting which is stretched over a period of time

Plan your deliverables as artefacts to leave something behind

Exercise Let’s create an awesome learning format

A new learning experience

1. Form groups of max. 5 people

2. Grab one template from the pile (1 per group)

3. Take 12 min to create an awesome

learning format

• dqcdde s

Tickets: www.tiny.cc/susjam

• Practice hands on service design processes and methods

• With 90+ cities participating all over the world

• In a free, open, creative space (sponsored by Impact Hub Berlin)

One month from now…

Not your average conference

Inspiring key talks

Confirmed so far…

Hands-on workshops

Open session you decide on…

… and lead

That’s what we call a co-conference —because you co-create it

Plus, more fun than at a usual conference

And really great food

Taking place November 18–19th

Save 10% in a group of 5 Get your regular ticket before October 24 Check sxc16.eventbrite.com

…save additional 10% on all tickets until midnight by using the code: SDD-INHOUSE

Thanks for joining!

servicedesignberlin.de

@SD_Berlin

fb.com/servicedesignberlin