pre-conference day: service design for financial services ... · retail to challenge the status quo...

PRE-CONFERENCE DAY: SERVICE DESIGN FOR FINANCIAL SERVICES

8:30AM CHECK-IN

9:00AM OPENING REMARKS & ICEBREAKER ACTIVITY

MORNING SESSIONS

9:30AM 10:00AM

CASE KEYNOTE: Service Design in Financial Services MATURITY WORKSHOP: Top Challenges in FinServUnderstanding the nuances of Service Design particular to financial services brings a

level of complexity atypical to other industries. Illustrated through a case study example, begin to visualize the top challenges of implementing human-centered design and seek

inspiration with which we can combat and succeed in spite of them.

How do we evolve design maturity in an organization? In this interactive workshop segmented by levels of maturity, we look to identify top pain points specific to the

financial services industry and begin to roadmap solutions, discuss perceptions and share out best practices.

12:00PM LUNCH

AFTERNOON SESSIONS

1:00PM 2:00PM 3:00PM

PANEL: Collaboration in a Risk Averse Environment

WORKING GROUP: Data & Infrastructure in a Digital-first Economy

DISCUSSION: Brand Trust: Developing Impactful Customer Relationships

Whether collaborating with your customers or co-creating internally, cultures and environments that are traditionally risk averse hit a roadblock when it comes to gaining buy-in across the organization. Many times, design exists in

siloed “Innovation Labs” while innovation realistically must be affected across the entire organization.

You cannot improve the front end of your customer experience when the back-end systems do not align.

This is increasingly difficult in businesses where data is highly sensitive, operations are facilitated across legacy

systems, and departments are siloed by function. How can infrastructure be changed to offer top of the line services,

particularly across the modern digital environment?

Today’s customers have a myriad of choices, particularly with new players entering the industry on the digital front.

On top of this, the customers perspective today vs. 10 years ago differs vastly. How can organizations rebuild this trust and garner loyalty through differentiated service and

innovate brand experiences?

4:00PM FOCUS DAY CONCLUDES & WELCOME RECEPTION

Led by:

Andy Vitale Head of User Experience Design SunTrust

Katrina Glover Senior Director, Customer Experience Design Freddie Mac

Raphaelle Loren Former Customer Experience Director Wells Fargo

Aaron Irizazzy Design Director Design Systems Capital One

Tuesday, October 15, 2019

www.asdevents.com - www.asdevents.com/event.asp?id=21514

https://servicedesignweek.iqpc.com/

PRE-CONFERENCE DAY: SERVICE JAM

An introduction to Service Design, this jam session convenes a crash course in the fundamentals of Service Design through a highly collaborative, interactive format around a singular challenge.

Expect to discuss, research, iterate, and design around new service innovation in a high-energy format packed with networking, tools, and resources to take your learnings back with you post-event.

Facilitated by:

Michelle Risinger Innovation Director & Human-Centered Design Technical Expert Pact 2019 Design & Innovation Awards Winner

Should I attend?

This session is ideal for those who are new to Service Design methods, need a deeper understanding of the Service Design process or who require a refresher on how to effectively facilitate the Service Design process.

A FULL DAY, IMMERSIVE EXPERIENCE LIVING THE

SERVICE DESIGN MINDSET.

Tuesday, October 15, 2019

8:30AM CHECK-IN

9:00AM JAM BEGINS

9:30AM PROJECT BRIEF

10:00AM BLUEPRINTING BEGINS

12:30PM LUNCH

1:30PM PUTTING THE PIECES TOGETHER

3:30PM FINAL GROUP SHARE & TAKEAWAY SUMMARY

4:00PM JAM CONCLUDES

Schedule



MAIN CONFERENCE Wednesday, October 16, 2019

7:30AM CHECK-IN & BREAKFAST

8:00AM OPENING REMARKS

MORNING KEYNOTES

8:30AM 9:00AM 9:30AM

2020 Vision: The Experience Economy is Here

What is Service Design Anyway Where Expectation Meets Reality: A New Model for Keeping Brand and

Service in Harmony

Vince Kadlubek, CEO, MEOW WOLF Majid Iqbal, Author, Service Design Matt Herlihy, Executive Director of Strategy, Office of Experience

Named the Disney of the Experience Economy, Meow Wolf provides immersive experiences through experiential retail to challenge the status quo of customer experience.

With a non-native designer perspective, Kadlubek explores the impact of the experience economy on how we approach strategy, design, and customer centricity to

thrive in modern business.

While certain native principles impact the service design delivery and definition, in an environment where

prioritizing human-centered design is compulsory—what aspects really impact Service Design Delivery?

However strong a brand may be, thoughtful service is an essential ingredient for delivering value in moments that matter. But doing it well requires a far more holistic view than most companies take today. By using a new model that takes multiple dimensions into account—

before and after, thinking and doing, big picture and small—service designers can ensure that when

expectation and reality collide, brand and service work together in perfect harmony.

10:00AMDESIGN DRIVEGet the chance to meet our partners through a gamified meet & greet.



CHOOSE YOUR TRACK: SCALE & BUY-INAt various levels of maturity, organizations face challenges securing the appropriate level of buy-in to support respective initiatives. A greater challenge is simultaneously developing maturity at scale to drive real and impactful change. Segmented by maturity, we address some success stories in relation to garnering support and driving design at scale.

TRACK 1: BEGINNER TRACK 2: INTERMEDIATE TRACK 3: ADVANCED

11:00AM 11:00AM 11:00AM

Creating the Case: Small Wins to Activate a Larger Movement

Be Your Own CXO: Manage Up to Drive Your Service Design Agenda

Building Principles for True and Meaningful Transformation

Sam Bauer, Chief Strategy & Communications Officer, Dun & Bradstreet CIAL

Deb Zell, Director of Experience Strategy, Dell Viraj Patwardhan, Vice President, Digital Design and Consumer Experience, Thomas Jefferson

University Hospital

To begin to drive real and effective change, the illustration of wins—particularly to internal structure and process—garner buy-in and demonstrate the impact of Human-

Centered Design. How do we find identify and maximize these moments of impact?

Without buy-in, you cannot influence real change. Period. As a practitioner, manager, director, and

executive, you must take ownership of your role to drive Service Design initiatives forward. What is the best way

to take control and manage your leadership?

Oftentimes with design methodology, we get bogged down with the definitions of the practice over the definition of the organization’s core values. What principles truly drive effective, long lasting, and sustainable transformation organization wide?




TRACK 1: BEGINNER TRACK 2: INTERMEDIATE TRACK 3: ADVANCED

11:35AM 11:35AM 11:35AM

Leveraging Key Players to Motivate Teams at Scale

Design Talent: Building the Infrastructure and Talent to

Sustain the MovementWho Owns Design?

Rachel Liu, Lead Service Designer, Pearson Oliver Sykes, Senior Lead, Global Talent Management, Boeing

David Beath, VP Of Product Design, Capital One

When building up a Service Design practice in a holistic manner, Service Design demands allocating

responsibilities and understanding across key stakeholders. How can you leverage and empower cross-functional teams to move your Service Design

initiatives forward?

Building your design team requires talent that marries both right and left brain thinking, critical and analytical

balanced with creative and innovative. How are the most effective design teams built, optimized, and set up

for success?

The idea that design is solely centered in the design department is a misnomer, especially when design is so expansive in terms of organizational impact. Is

the owner of design from product? From visual? From branding? And does Service Design fall into

this category

12:05PMLUNCH & LEARNGrab your lunch & find a seat next to your favorite speaker to engage in some stimulating mid-day conversation.




CHOOSE YOUR TRACK: TACTICAL SERVICE BLUEPRINTINGA core piece of the Service Design handbook, service blueprints provide the roadmap for success when fostering buy-in. In true workshop fashion, each of the following sessions provides a unique template for success while also opening up the conversation to varying levels of familiarity with the blueprinting process.

BEGINNER: SERVICE BLUEPRINTING 101

INTERMEDIATE: BLUEPRINTING FOR SECONDARY STAKEHOLDERS

ADVANCED: CONWAY’S LAW AND THE DESIGN OF COMMUNICATION

1:00PM 1:00PM 1:00PM

Katrina Glover, Senior Director, Customer Experience Design, Freddie Mac

To truly optimize the Service Design process, you must gather a baseline of the service, translate that experience to your internal teams, and follow the service as closely as possible, end-to-end. How better to accomplish this than

through a Service Blueprint?

Services become more complex in environments that no longer cater to a single customer. B2B organizations not only serve their business, but more often than not,

the direct consumer. The creation of a new service needs buy-in from customers, but also the many

stakeholders. Who else is involved and in turn affects the optimization of your current solution?

Conway’s law presents an idea: Your communication is reflected in the outcome of your product. While initially notioned as an idea directly related to code, the larger implications become reflected in culture, organizational

structure, and the collaborative nature across an organization. How must and can communication

be directed?


SPEAKER TO BE ANNOUNCED







CHOOSE YOUR TRACK: PRINCIPLES OF SERVICE DESIGNThere are universally accepted principles of Service Design, and through three case examples, we look to highlight each principle in practice.

CUSTOMER CENTRICITY CO-CREATION HOLISTIC

2:00PM 2:00PM 2:00PM

Design your services based with customers at the core. All stakeholders should be included in the service design process.

The entire ecosystem in which the service exists should be considered, inclusive of backstage, frontstage and

peripheral factors.









CHOOSE YOUR TRACK: FAIL FORWARDDeveloping a culture of experimentation is the tipping point for organizations to drive a human-centered transformation. How does this culture permeate through the organization? This must be paired with an acceptance and acknowledgement that failure is part of the process!.In these quickfire presentations, you will hear stories of how failure led to success.

DRIVE SUCCESS THROUGH TRIAL AND ERROR

ALIGN STAKEHOLDER DESIRES WITH CUSTOMER NEEDS

CREATE THE CORE VALUES TO TAKE FAILURE TO SUCCESS

2:45PM 2:45PM 2:45PM

John Yesko, Head of User Experience & Design, Walgreens Michelle Risinger, Innovation Director & Human-

Centered Design Technical Expert, PactAnthony Vitagliano, VP Exhibit & Engagement,

Museum of Science & Industry

Best intentions are at the root of all innovations, but without trial & error, there is no possibility of predicting

customer behavior and acceptance. How can we balance prototyping and testing, with successfully scaled launches

of new services?

Working with dual expectations from both donors and the end communities they seek to impact, Pact must balance the perceived expectations and good

intentions with the reality of the situation. What happens when these points conflict with each other?

In designing for future generations, the Museum of Science & Industry has experimented with many learning formats and innovative ideas—but with

experimentation comes increased risk. How do you ensure that even through failure, the core values,

principles, and vision allows for redirection and success in moments of failure?

3:30PM NETWORKING BREAK





4:00PM

Secret Ingredient: C-Suite Buy In

SPEAKER TO BE ANNOUNCEDSPEAKER TO BE ANNOUNCEDThere are clear indications of organizations that are design-led vs. new to design as measured by many indexes. In cases such as PepsiCo, Honeywell, Apple and Amazon, the relentless commitment from the C-Suite to user-centric design drives transformation. How did this come about? Why did the C-Suite jump onboard? And, perhaps most importantly, how can you secure real commitment over lip service in your own organization?

4:30PM

Theory In Practice: Service is a Value AddMehdi Tabrizi Chief Marketing Officer | MD Innovation & Brand Moda Health

While buy-in, scale, and definition adds to the development of your Service Design Practice, a true tactical approach drives real value for the business. Shifting from the fluffy front end to a true evaluation of the defined value of a new service, Tabrize illustrates the impact of services as a value proposition, driving true competitive advantage from effective Service Design.

5:00PM CONFERENCE CONCLUDES AND RECEPTION BEGINS



7:30AM CHECK-IN & BREAKFAST

8:00AM OPENING REMARKS & MORNING STRETCH

8:30AM

INTERACTIVE DISCUSSION GROUPS: TOP TRENDS IN SERVICE DESIGN IMPLEMENTATIONSelect three of the following sessions you are most interested in.

You will attend all three during the hour and a half break, discussing in round table format, and taking away tools & resources to assist in your Service Design Implementation. Through rotating roundtables of 10 peers each, you will be able to venture throughout the venue to gather resources, toolkits, and a bit of Service Design therapy from peers and facilitators around your top challenges.

· Employee Empowerment

· Service Blue Printing & Other Tools

· Co Creation & Collaboration

· Infrastructure & Organizational Design

· Digital Service Transformation

· Customer Research & Insights

MAIN CONFERENCE Thursday, October 17, 2019



10:00AM NETWORKING BREAK

MORNING KEYNOTES

10:30AM 11:00AM 11:30AM

The Evolving Continuum: From Product to Service and Everything in Between

Is Design Led the Goal?Futures Design: Designing For Non-

Existent Customer Behavior

SPEAKER TO BE ANNOUNCEDSPEAKER TO BE ANNOUNCED



The need for Service Design has become more universal due to the evolving nature of the product & service continuum. In the US market, organizations are traditionally product-focused, however when

shifting mindset from “products only being products” and acknowledging, understanding, and embracing the service as a factor of any realized idea, we see a

significant impact to customers, organization, and success. Every product has an accompanying service in the

experience economy.

Becoming Design Led tends to be the priority of many organizations, labelled as the most advanced, customer centric, and innovative label. However this contradicts the curious, ever-improving, and constantly evolving

definition of design itself. What is the goal, how do you know you’ve reached it, and who is really Design Led?

The world is now changing at the slowest rate it ever will. With this, we are seeing tremendous transformation in customer behavior. However, change takes time, and

planning for future customers becomes increasingly challenging. Will people no longer have licenses due to self driving cars? Will children be using AI to finish

homework?

12:00PM RAFFLE & CONFERENCE CONCLUSION

1:00PM SITE TOURS DEPART

MAIN CONFERENCE Thursday, October 17, 2019



SITE TOUR: GARY LEE PARTNERS

Gary Lee Partners Thursday, April 17, 1:00 PM Crain’s Chicago Business’ Coolest Offices

Accelerated change due to technology and next gen demand ultimately manifests in our built environments, but that doesn’t mean that longevity needs to be compromised. In the workplace, transparency and the service economy welcome clients into the back-office while technology supports connectivity and efficiencies. New products and design concepts promise to turn the workplace into a marketing and recruitment tool. But how do you sort through the good and the bad and avoid a reactive solution?

Join Gary Lee Partners Design Principal David Grout as he shares with guests which design fundamentals hold up amid the sea of change and which trends have legs. He will introduce the core concepts used to design modern, branded workplaces that honor timeless materials and methods. Tour the firm’s own space to see how these concepts define a company culture in form and function, resulting in a responsive design that begins a story and accommodates future chapters.

PASSES ARE LIMITED!

Upgrade to a 3-day premium pass to secure your spot.



pre-conference day: service design for financial services ... · retail to challenge the status quo...

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