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vFrom	Service	Design	to	Service	Transforma3on:	
A	Service	Architecture	Framework	
	
	
Jess	McMullin	|	Situ	Strategy
@jessmcmullin | jess AT situ.org
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.
Journeys, Experience Maps, & Blueprints Alone
Don’t Cut it for Organizational Transformation
The rising storm of complexity.
0 1 2 3 4 5
Complexity Impacts All of Us
Photo:	Covenant	Health	www.covenanthealth.ca
Photo:	CC:BY	Parker	Knight	www.flickr.com/photos/rocketboom/
From Service Design to Service Transformation - SDN Global 2016
Multiple globally interconnected
reasons for price collapse
“ “
None of us live in
isolation from the
impacts of an
increasingly complex
world.
So we need to innovate,
and then transform to adopt
and sustain those innovations…
But organizational innovation and
transformation has more to do with
archaeology than with rocket science
Slow, surprising, unexpected, mystery
As we transform organizations…
…we need new perspectives & tools
Seeing & responding to complexity.
0 1 2 3 4 5
Not seeing complexity is risky.
Photo:	CC:BY	darkday	hKps://www.flickr.com/photos/drainrat/15241612721
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
TOOLS TO!
CONFRONT COMPLEXITY!
ARE THE SAFETY HARNESS
FOR TRANSFORMATION
Products
are Service
Avatars
@DaveGray
“ “Services are Systems
Avatars
Where can we learn
about complex
adaptive systems?
Complexity Theory
From	Aid	on	the	Edge	of	Chaos,	p.	232
Cynefin
(kuh-NEV-in)
Dave
Snowden
Cognitive Edge
@snowded
From Service Design to Service Transformation - SDN Global 2016
From	Jabe	Bloom	@cyetain
Gigamaps
Birger Sevaldson
AHO, Oslo
From Service Design to Service Transformation - SDN Global 2016
From Service Design to Service Transformation - SDN Global 2016
From Service Design to Service Transformation - SDN Global 2016
Ultimately, service
transformation is
organizational
transformation.
SAF: THE SERVICE
ARCHITECTURE FRAMEWORK
A tool for seeing the complexity of organizations
A new way to see complexity
BC Natural Resource Sector
3x3 Layers
With my friend and colleague Alex MacLennan
@admaclennan
From Service Design to Service Transformation - SDN Global 2016
From Service Design to Service Transformation - SDN Global 2016
From Service Design to Service Transformation - SDN Global 2016
Delivery realizes value.
Foundations support value.
Bedrock defines value.
Photo:	MLazarevskiCC:BY-ND	hKps://www.flickr.com/photos/mlazarevski/9353581122	
Corrective lenses to see within and
across our organization differently
The Elements in Practice
0 1 2 3 4 5
PUTTING THE FRAMEWORK
TO USE
Part of Colombia’s Service
Architecture
Some of Colombia’s Design &
Innovation TeamAngélica – follow @huracangie
 San3ago
Experience: Real World Research
Interactions: Channels + Touchpoints
Operations: People, Process
Infrastructure: Space, Tech, Logistics
From Service Design to Service Transformation - SDN Global 2016
Decision DNA: Policy, Strategy,
Standards, Governance (& Legislation)
Structure+Incentives HR policy
Mandate: Stated Vision, Mission, Values
Culture: Norms, Unsaids, Values in Use
Context: The world, markets, life
Context creates meaning, and value
70
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.
Service Architecture Framework Helps Us Ask Bigger Questions to Solve Better Problems
Service Architecture Mapping
Journey
ALPHA
Similar Information to a Service Blueprint
Organizational Reason for Change
Organizational Context for Change
From Service Design to Service Transformation - SDN Global 2016
“ “
Service Architecture is
a guide to strategic
conversations inside
your organization.
Some examples
0 1 2 3 4 5
Presto is great, but…
Healthcare.gov
Landlords & Tenants
Residential Tenancy Act
hKp://www.bclaws.ca/Recon/document/ID/freeside/00_02078_01
The Act Doesn’t say Anything About it
THIS DOES NOT
MEAN THAT YOU
NEED TO SOLVE FOR
EVERYTHING.
Where are the risks
and opportunities
across your service
architecture?
Who do you need to
work with to look at
all the parts of your
service architecture?
POLICY MAPPING
Case
Dominique
Bohn
Execu3ve	Director	
Service	Reform	
BC	Ministry	of	Jus3ce
Fieldwork
Complex to get restraining order
From Service Design to Service Transformation - SDN Global 2016
From Service Design to Service Transformation - SDN Global 2016
3+ years for
implementation
Recap
0 1 2 3 4 5
Seeing the
system
Facing
complexity
Service
transformation is
organizational
transformation
Service architecture lets you look
across your organization and find
the barriers, opportunities, and
collaborators to sustain
transformation.
I’m looking forward to
see what you can do
with it too :)
start your own strategic conversations!
Email me for a PDF. Use service architecture &
Thank you!
Jess AT situ.org
@jessmcmullin
situ.org
Thank	you!	Dank	U	Wel!	Merci	bien!	
Jess	McMullin	
Jess	AT	situ.org	
@jessmcmullin	 Jess	McMullin	
Principal	
Situ	Strategy

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From Service Design to Service Transformation - SDN Global 2016