Customer journeys, experience maps, and service blueprints aren't enough to drive lasting organizational change and transformation. The service architecture framework shows the levels you need to work across in order to deliver deep change and transformation within the organization.
Talk from the Service Design Network Global conference in Amsterdam, Netherlands, Oct 27, 2016.
3. Transformation? What does that even mean?
Service transformation is the required
organizational and systemic change in order
to design and deliver new services which
become integrated with the business in
sustained, ongoing strategy, structure, and
operations at scale.
17. Not seeing complexity is risky.
Photo: CC:BY darkday hKps://www.flickr.com/photos/drainrat/15241612721
18. Imagine you are
hanging from the
overhang of a very
tall cliff…
With no tools.
No rope.
No gear.
No harness. Photo: CC:BY Akuppa flickr.com/photos/90664717@N00/92297058
59. Every major failure
I’ve experienced in my
mid career onwards was
because I missed
something in one of these
layers…I had great
teams, with great
designers, but design
alone was not enough
to succeed.