Service Design Network UK Conference - Nick de Leon SDN june 2016

Nick de Leon

Design

Goal: Envisage and then enable a holistic and seamless user
experience, and create new levels of value not only for the
recipient but all the stakeholders involved
Service
Innovation
PolicyEnvision
SERVICE DESIGN: THREE PLATFORMS

Processes
Policy
Proposals
Practice
Strategic Positioning of Service Design for
Policy and Public Service Innovation
For Policy and Public Service Innovation

Service
Delivery
Strategy
Service
Propositions
Strategic Positioning of Service Design for
Enterprise
Service
Experience

LEVELS OF IMPACT
Design for
service
interaction

LEVELS OF IMPACT
Design for
Interactions
Design for
Services

LEVELS OF IMPACT
Design for
Interactions
Design for
Services
Design for
Systems
Financial
Inclusion
Centre

LEVELS OF IMPACT
Design for
Interactions
Design for
Services
Design for
Systems
Design for
Policy

THE NEW BUSINESS AND CONSUMER
EXPERIENCE
CHANGING EXPECTATIONS DRIVEN BY THE
CONSUMER DIGITAL EXPERIENCE

Designing and Innovating Services
How does Amazon compare to your procurement system

Which is easier – finding a life partner on Match.com or
using your in house HR System?

Is your online banking solution this engaging?

MOVING BEYOND USER CENTRICITY
ANTHROPOCENTRIC DESIGN: DESIGNING THE
EXPERIENCE EQUALLY FOR THE PROVIDER AS WELL
AS THE RECIPIENT
Provider Recipient
Co-creation
of value

DESIGNING THE NEW WORKPLACE
EXPERIENCE MATTERS
WHEN YOU’RE COMPETING FOR
TOP TALENT

SOME OF THE DRIVERS
• Changing attitudes to work
• Personal empowerment
• Alignment of personal and organisational values
• Technology
• Flexibility and the blurring of work/life boundaries
From the career ladder to the career lattice:
Liquid working

APPLYING SERVICE DESIGN TO THE EMPLOYEE
AND WORKPLACE EXPERIENCE
• Culture of the workplace
• Recruitment and retention programmes
• Appraisal, rewards and incentives
• Organisational structure
• Task, workflows and resulting business processes
• The tools for the job
• Physical workplace

WORKPLACE DESIGN
People Process Place
Props
ICT,
Products
EXP
+ + + =
EXP People Process Place
Products
ICT,
Products
+ + +=

Designing and Innovating Services
The dignity that work brings – esteem and self respect

BUT THE NEW WORKPLACE
HAS ANOTHER SIDE
• 0.8 Million working on zero
hours contracts
• 1.6 Million on temporary
contracts
• 8.1 Million part-time workers
• 1.4 Million on minimum wage
Who is going to redesign the
nature of work for them?
(ONS,
2016 and LPC, 2015)

6 PRINCIPLES FOR DESIGNING THE
WORKPLACE EXPERIENCE
• Identify deep and compelling needs
• Focus on capacity to contribute and generate new
value, to be valued and to share values
• Design the experience then engineer the workflow
• Ensure coherent narrative connecting organisation, its
people and those it serves
• Collaborate, co-create and co-produce
• Stimulate intellectual, social and sensory engagement

What's hot

ISS Business Forum - How to create better workplaces

Towards a collaborative approach to integrated solutions Abstract: A short overview of 90 years of history of Design in Royal Philips, explaining the changing role of Design in a big corporate company. Next I would like to focus on the role Design plays in innovation and strategy, explain our current way of working, some of the tools we use and the competences we need to develop in our design community. All explained using pictures from current innovation projects. I want to conclude with a video which explains the added value of Design in renewing an Emergency Department at the Florida Hospital.

Geert Christiaansen/Royal Philips - Towards a collaborative approach to integ...

Over the years, the “workplace” has become an area where facility managers are able to develop a deeper connection between the organization’s values and stakeholders through a series of shared Facility Management experiences. Today, creating best-in-class workplace experiences is on the 2017 agenda of every great facility manager and business leader. But how can you utilize the new generation of Service Management to create the best-in-class workplace experiences for your customers and employees?

How to create best-in-class workplace experiences in 2017

Service Branding Designing for distinction Abstract: Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand. Innovation: Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.

Christian Vatter - Service Branding

Human-Centred Service Design: Creating great service experiences in the 21st ...

The pecha-kucha style winner presentations on November 3 were a big hit with the audience, consisting of service design practitioners, enthusiasts and professionals, revealing key insights into the process, learnings, challenges and outcomes of 5 award-winning, world class service design projects. We look forward to sharing the footage of these best practice cases in the coming weeks and are proud to congratulate and showcase the 9 finalists and the 5 winners for their exceptional projects.

Service Design Award 2017 – Winners' presentations

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.

Aurelie Glorieux & Silvia Lleras: Disrupt me!

Chinese design market is experiencing tremendous changes. Nowadays, more and more enterprises utilize the upgraded design methodology not only for decorating a product but also as a mindset or capability to help organizations solve more complicated problems to achieve targeted business goals. 2016 is a revival year for service design in China and the entire society started to embrace service design methodology. Xinyu Li will share her insights how service design contribute to change the culture of Chinese enterprises and the way of people's collaboration. She will share successful cases regarding organization innovation driven by service design. No doubt the sharing will inspire the audience and provide them with a deeper understanding about how service design applies in Chinese Market.

The what, why and how of Service Design

Spotless

Angela Li & Cathy Huang: Organisations powered by Service Design

Beyond the customer journey

Employee Experience - EX

Establishing a service design practice in large organisations

An underlying question many of us are facing in these turbulent times, is to do with resilience, in other words the ability in us as individuals and as a collective to absorb changes and disruptions. In our presentation at the CX Dialog, we will discuss ways of how you can use service design as a way to foster resilience in your organisation and by doing so, strengthen your abilities for adaptation and transformation.

Organisational Resilience by design

In this workshop Marzia will guide the audience into an exploration of how to design a supreme employee experience, generating solutions aimed at establishing positive employee relationships. Instruments like eNPS (Employee Net Promoter Score) are useful to understand how your employees regard their current experience, offering little or no guidance on how to improve it. Marzia will guide you through a step-by-step process to maximise the use of eNPS data as a starting point to rethink and redesign your employee experience.

Designing superior employee experiences

Delivering good products and services has long been thought to create loyal, repurchasing customers. Adding a loyalty program or two and customers should be even more satisfied, right? Wrong. Products and services are merely the basis of commercial exchange. For organisations to build valuable, long lasting relationships with their customers they should enable two-way, mutual interactions. Livework has collaborated with the Delft University of Technology and SiR – a research partner on service integrated relationships – to develop a framework and tooling to design for relationships. Find the slides of ServDes 2018 presentation here.

Service Design vs Experience Design: Chicken & Egg or Wild Goose

Ben Melbourne

Designing Services

Nick Marsh

Design for relationships ServDes2018

Over the recent years, various research has proven that employee health and wellbeing directly influences work behavior, attendance and job performance. Knowing that a healthy workforce is a more productive workforce, one important way to build competitive advantage for your business is to improve the health status and wellbeing of your employees. But do you have the right HR strategies in place to make this happen? View our Slideshare and get the insights.

Are your HR strategies supporting employee health and well-being?

In the last decade, service design has witnessed a rapid diffusion, mainly due to an increasing focus of organisations on services and customer experience, building also on the need for businesses to digitalise their commercial offers and core operations. Despite this rapid diffusion, organisations are still struggling to make service design work, to embed it as way of working while proving its impact. You will find some key principles to ensure an effective adoption of service design by large organisations, uncovering common pitfalls and best practices. This presentation was presented by Livework's head of Insight Marzia Arico at the DOERS conference in Budapest.

Implementing service design in the organisation

Though physical workplaces no longer are viewed as the epicentre of an organization, they are still crucial to create and support organizational culture. A culture that in turn enables organizational strategy and business performance. To do so effectively, the physical frameworks combined with human-centric service must provide a holistic workplace experience, where the end-users can be productive and thrive. Facility Managers are in the unique position of being able to act as workforce facilitators that can make marginal gains in performance in every employee - and facilitate a workplace environment that can bring together people, place and process to enable better business outcomes and secure a strong competitive advantage. How to do this effectively? Take a look at the slides and get the topic insights based on more than 7 years of research with partners such as Copenhagen Institute for Future Studies, IFMA, CoreNet Global and more.

ISS 2020 Vision Capstone White book: Future of Work, Workforce and Workplace

Presentation at HELM Conference 2017 that showcased how the most forward-thinking, innovative organizations don’t just think in terms of human resources—they are in touch with their humanity. This way of working is contagious: When sparking organizational change - especially from the bottom-up, don't underestimate the power of using seemingly innocuous problems to demonstrate new ways of working. Taking a human-centred approach in the face of traditional solutionism ("Hey, it's an app!", "The other guys are doing it", "It worked in other markets") can help you spark new ways of working in your organization by bringing together cross-functional team members to shape enhanced the employee and customer experiences.

What's hot (20)

ISS Business Forum - How to create better workplaces

Geert Christiaansen/Royal Philips - Towards a collaborative approach to integ...

How to create best-in-class workplace experiences in 2017

Christian Vatter - Service Branding

Human-Centred Service Design: Creating great service experiences in the 21st ...

Service Design Award 2017 – Winners' presentations

Aurelie Glorieux & Silvia Lleras: Disrupt me!

The what, why and how of Service Design

Angela Li & Cathy Huang: Organisations powered by Service Design

Beyond the customer journey

Employee Experience - EX

Establishing a service design practice in large organisations

Organisational Resilience by design

Designing superior employee experiences

Service Design vs Experience Design: Chicken & Egg or Wild Goose

Designing Services

Design for relationships ServDes2018

Are your HR strategies supporting employee health and well-being?

Implementing service design in the organisation

ISS 2020 Vision Capstone White book: Future of Work, Workforce and Workplace

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