bringing service design in-house / service design drinks berlin
TRANSCRIPT
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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
Pic
ture
: Mel
anie
Dre
ser
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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
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Activities of Service Design Berlin
Service Design Drinks
Service Experience Camp
The Service Gazette
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Where are we?
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How does it work?
Input Exercise Mingling
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Broadcasting globally
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Who is speaking tonight?
Manuel Großmann Service Designer & Co-Founder, Fuxblau @manuel_berlin
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Why Relevance
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“[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
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Two aspects of bringing service design in-house Learning & teaching
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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?
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H O W
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
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How Ways of doing it
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Bringing Service Design in-house Through trainings
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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
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I N T E N S I V E W O R K S H O P
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Intensive WorkshopsT R A I N I N G S
T I M E
LE
VE
L O
F S
UP
PO
RT
“Corporate entertainment”
-author anonymous-
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I N T E G R AT E D W O R K S H O P S
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Integrated WorkshopsT R A I N I N G S
T I M E
LE
VE
L O
F S
UP
PO
RT
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“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.”
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W O R K S H O P & C O N S U LT I N G
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T R A I N I N G S
Workshop & Consulting
T I M E
LE
VE
L O
F S
UP
PO
RT
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“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
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Artefacts
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Expanding the time for supportA R T E FAC T S
T I M E
LE
VE
L O
F S
UP
PO
RT
artefacts left behind
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The future of service design trainings?
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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
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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
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Bringing Service Design in-house Through project- based support
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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
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P R OJ E C T- B A S E D S U P P O R T
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
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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
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“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
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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
P R OJ E C T- B A S E D S U P P O R T
Pains and gains for the agency
PA I N S G A I N S
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“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
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Bringing Service Design in-house By incubating new enterprises
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B U I L D I N G A N E W A G E N C Y
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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
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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
Involvement
Become client again
Knowledge transfer
Relationship building
Strategicwork?
New agency
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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
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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
I N C U B AT I N G A N E W E N T E R P R I S E
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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
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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
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Client
Agency
I N C U B AT I N G A N E W E N T E R P R I S E
send staff
people return
Building a new product company: COUP
Startup
send staff
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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
I N C U B AT I N G A N E W E N T E R P R I S E
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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?
I N C U B AT I N G A N E W E N T E R P R I S E
client knowledge
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Takeaways
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Tips for successful service design learning
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TA K E AWAY S
Tips for learners
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
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
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Tips for successful service design teaching
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TA K E AWAY S
Tips for teachers
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
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
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Exercise Let’s create an awesome learning format
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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
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• 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)
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One month from now…
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Not your average conference
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Inspiring key talks
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Confirmed so far…
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Hands-on workshops
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Open session you decide on…
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… and lead
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That’s what we call a co-conference —because you co-create it
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Plus, more fun than at a usual conference
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And really great food
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Taking place November 18–19th
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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
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Thanks for joining!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin