Slides from my talk at the 2013 Global Service Design Conference. Is service design more in love with process than outcomes? #sdnc13

1. The New Seriousness of Design
Lee Sankey
Design Director
Barclays
!
@leesankey

2. It’s a wonderful time for design.
More relevant than ever
Why?
The New Seriousness of Design

3. 1 Disruption and change

4. 2 Expectations have changed

5. 3 Rising complexity, distributed value
No longer just a branch and a cheque book

6. 3 Rising complexity, distributed value
Nike, more than just shoes

7. We see…
The New Seriousness of Seriousness of Design
Lee Sankey - The NewDesign

8. Designers founding
and running
companies
The New Seriousness of Design

9. Agencies
launching their
own products
The New Seriousness of Design

10. Design becoming a part of the boardroom

11. Design becoming a core business competency
Barclays Design Office

12. A new era.
Design has an unprecedented
opportunity to fulfil its potential.
People are listening. Business gets it.
What are the implications of design’s
new significance and having seat at the
business table?
The New Seriousness of Design

13. Simply put, design can…
Make or break a business
!
Create new realities
!
Help address profound global challenges
The New Seriousness of Design

14. The New Seriousness of Design

15. Are designers ready for the responsibility?
Lee Sankey - The New Seriousness of Design

16. Is Service Design ready?
Lee Sankey - The New Seriousness of Design

17. Service Design?
The New Seriousness of Design

18. Service Design?
The New Seriousness of Design

19. Service Design?
The New Seriousness of Design

20. Brilliant at communicating the ‘how’,
but…
!
What was the problem/opportunity?
What was your idea?
What happened?
The New Seriousness of Design

21. Is Service Design more in love
with process than outcomes?
The New Seriousness of Design

22. Do we want to be defined by
the process or defined
outcomes?
The New Seriousness of Design

23. Design is changing.
Shaped by opposing forces
The New Seriousness of Design

24. The New Seriousness of Design

25. The New Seriousness of Design

26. The New Seriousness of Design

27. The New Seriousness of Design

28. The New Seriousness of Design

29. The New Seriousness of Design

30. The New Seriousness of Design

31. - Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
The New Seriousness of Design

32. - Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
The New Seriousness of Design

33. - Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
Implications for design education, design
agencies, in-house teams and design
community
The New Seriousness of Design

34. - Expanding role and responsibility
- Collapsing process, blurring of disciplines
- Fusion of ‘materials’
Fundamentally creating New Conditions
Implications for Service Design?
The New Seriousness of Design

35. New Conditions & Service Design
When everything is melting, does trying to define
Service Design hinder?
!
Services Design (discipline) can be applied top down
but also used bottom up by other disciplines
(mentality). I.e. Service Design itself becoming
‘distributed’ ?
The New Seriousness of Design

36. New Conditions
Three Opportunities for Service
Design
The New Seriousness of Design

37. 1
The Devil is no
longer in the
details
The New Seriousness of Design

38. 1
The Devil’s in
disruption and
the differences
The New Seriousness of Design

39. Will the future of banking be
decided by a UI Design?
Lee Sankey - The New Seriousness of Design

40. It’s not just getting the design right.
You need to design the right thing.
The New Seriousness of Design

41. 2
What you add, rather than take away
The New Seriousness of Design

42. The New Seriousness of Design

43. The New Seriousness of Design

44. Bland, flat and seamlessly forgettable?
The New Seriousness of Design

45. Personality, the differences

46. Watch this video…
http://www.dailymotion.com/video/xxw74b_e3-monty-don-s-french-gardens-the-artistic-garden_lifestyle
between 3:24 and 4:52
The New Seriousness of Design

47. “Monet wasn’t painting the garden, he
was painting what the garden means.”
The New Seriousness of Design

48. 3
Transcend how the service works, to
what it means

49. Summary
New service design mentality for new conditions
!
Extend impact to each pillar - strategy, brand,
operations, experience
!
Be more than glue/integrator/facilitator. Bridge the
reality gap (make it real)
!
As roles and ‘services’ blur work with all ‘materials’
!
Convince through doing
The New Seriousness of Design

50. Be in love with outcomes as much as process
The New Seriousness of Design

51. Thanks!
!
!
Lee Sankey
Design Director, Barclays
!
@leesankey