Time and again it seems that thoughtfully designed services fail to be implemented, whether becoming tied-up in commissioning or defeated by stakeholder habits, busy schedules and the lassitude of legacy institutions. This talk addresses the issue of systems versus services. By looking at a series of case studies using a System Dynamics lens it explains how service design and delivery are embedded in complex systems which can subvert or conceal even the best design. It also explores the dynamics which prevent great design from becoming contagious and spreading to other services. Finally, it addresses the dynamics of growing & nourishing the service design profession by highlighting lessons learned from a 60 year history of system dynamics modellers seeking to mainstream their methodology.

1.
Services
vs
Systems:
the
dynamics
of
implemen5ng
change
Sarah
Wylie
|
System
Dynamicist
|
@iLab_NI

2. @iLab_NI
Northern
Ireland
Public
Sector
Innova5on
Lab
Rebecca
Walsh
@ink_consultancy

3. System
Dynamics
meets
Service
Design

4. The
origins
of
System
Dynamics
modelling

5. The
whole
is
different
than
the
sum
of
the
parts

6. System
Dynamics,
the
study
of
how
things
change
over
5me.

7. Feedback:
think
of
buffers
and
of
snowballs.

8. Stock-­‐flow
thinking
Stock
inflow outflow

9. Myth
and
Archetype
/
Stray
Dogs
in
Bangkok

10. Myth
and
Archetype
/
Stray
Dogs
in
Bangkok

11. Prigogine:
dissipa5ve
structures,
complex
systems,
and
irreversibility.

12.
Pop
quiz,
sea
turtles:
protect
eggs
or
protect
adults?

13. Sea
Turtles,
the
lifecycle
model
Eggs Hatchlings Juveniles Adults
hatching growing maturing dying naturallylaying eggs
eggs dying hatchlings dying juveniles dying
adults dying
unnaturally
fractional
laying rate
egg death and
poaching rate
hatchling
death rate juveniles death rate
adult death rate

14. Systems
thinking
&
adap5ve
design

15. The
dynamics
of
5me
and
percep5on
delays.

16. 60
years
of
System
Dynamics

17. Strategies
for
scaling
Teach
Train
trainers
Evangelical
approach
Focus
on
impact

18. How
do
you
remake
the
world
in
your
own
image?

19. Legacy
services
and
crea5ng
readiness
to
accept
change:
the
role
of
myth
Stock
inflow outflow

20. @iLab_NI
sarahmegan.wylie@finance-­‐ni.gov.uk
Sarah
Wylie
System
Dynamics
Modeller
Northern
Ireland
Public
Sector
Innova5on
Lab
Your
picture
here