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Bringing Service Design In-House / Service Design Drinks Berlin

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Companies need to learn how to apply service design themselves – instead of relying only on external experts. This edition of Service Design Drinks followed a pragmatic approach that provides best practices on bringing knowledge and experience in-house. We discussed different learning concepts that address various stakeholders ranging from front stage staff to managers. An essential part of the conversation shed light on boundaries and pitfalls as this is an important aspect of learning as well. Furthermore dos and don’ts of ‘learning how to service design’ were discussed.

This edition took place at BCG Digital Ventures amazing Mitte office. The speaker was Manuel Großmann, co-founder of Fuxblau.

Veröffentlicht in: Design
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Bringing Service Design In-House / Service Design Drinks Berlin

  1. 1. Service Design Berlin B CG D I G I TA L V E N T U R E S / O C TO B E R 1 9 , 2 0 1 6 Bringing Service Design In-House Picture:MelanieDreser
  2. 2. 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
  3. 3. Activities of Service Design Berlin Service Design Drinks Service Experience Camp The Service Gazette
  4. 4. Where are we?
  5. 5. How does it work? Input Exercise Mingling
  6. 6. Broadcasting globally
  7. 7. Who is speaking tonight? Manuel Großmann Service Designer & Co-Founder, Fuxblau @manuel_berlin
  8. 8. Why Relevance
  9. 9. “[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 rc e : Q u a r t z , S e pt 2 0 1 6 
 h t t p : // q z . c o m / 75 5 74 1
  10. 10. Two aspects of bringing service design in-house Learning & teaching
  11. 11. 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?
  12. 12. 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
  13. 13. How Ways of doing it
  14. 14. Bringing Service Design in-house Through trainings
  15. 15. 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 & CO N S U LT I N G
  16. 16. I N T E N S I V E W O R K S H O P
  17. 17. Intensive Workshops T R A I N I N G S T I M E LEVELOFSUPPORT “Corporate entertainment” -author anonymous-
  18. 18. I N T E G R AT E D W O R K S H O P S
  19. 19. Integrated Workshops T R A I N I N G S T I M E LEVELOFSUPPORT
  20. 20. “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.”
  21. 21. W O R K S H O P & CO N S U LT I N G
  22. 22. T R A I N I N G S Workshop & Consulting T I M E LEVELOFSUPPORT
  23. 23. “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 DA M L AW R E N C E , Co-founder, Work Play Experience
  24. 24. Artefacts
  25. 25. Expanding the time for support A R T E FAC T S T I M E LEVELOFSUPPORT artefacts left behind
  26. 26. The future of service design trainings?
  27. 27. Traditional learning model T 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
  28. 28. Flipped classroom model T 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
  29. 29. Bringing Service Design in-house Through project- based support
  30. 30. 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
  31. 31. 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
  32. 32. An integrated model P 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
  33. 33. “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
  34. 34. 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
  35. 35. “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
  36. 36. Bringing Service Design in-house By incubating new enterprises
  37. 37. B U I L D I N G A N E W AG E N C Y
  38. 38. Building an agency: Neugelb I N C U B AT I N G A N E W E N T E R P R I S E Client Agency
  39. 39. Client Agency Building an agency: Neugelb I 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 Strategic
 work? New agency
  40. 40. 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
  41. 41. 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
  42. 42. B U I L D I N G A N E W P R O D U C T CO M PA N Y
  43. 43. Building a new product company: COUP I N C U B AT I N G A N E W E N T E R P R I S E Client Agency
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. Takeaways
  48. 48. Tips for successful service design learning
  49. 49. TA K E AWAYS 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
  50. 50. Tips for successful service design teaching
  51. 51. TA K E AWAYS 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
  52. 52. Exercise Let’s create an awesome learning format
  53. 53. 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
  54. 54. • 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)
  55. 55. One month from now…
  56. 56. Not your average conference
  57. 57. Inspiring key talks
  58. 58. Confirmed so far…
  59. 59. Hands-on workshops
  60. 60. Open session you decide on…
  61. 61. … and lead
  62. 62. That’s what we call a co-conference —because you co-create it
  63. 63. Plus, more fun than at a usual conference
  64. 64. And really great food
  65. 65. Taking place November 18–19th
  66. 66. 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
  67. 67. Thanks for joining! servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin

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