Representatives from Nokia and Seren collaborated to develop a user journey framework to help change Nokia's culture and transform its mapping business, HERE. They conducted ethnographic research in multiple cities, developing the framework collaboratively with HERE employees using both qualitative and quantitative data. The framework provided a common language and goals to stimulate design, identify use cases, and generate new concepts. It helped structure thinking and empower the team, demonstrating its impact and starting a transformation at HERE towards a more user-centered approach.

2. THE JOURNEY
OF CHANGING
A CULTURE
KATHRYN RICHARDS
Head of Service Design, Seren
ROB KIRBY
Mobile Services Insights Manager, Nokia
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3. We’re from different
companies but are here for
the same reasons.
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4. Create amazing experiences.
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5. Create amazing experiences.
Make lives easier.
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6. Create amazing experiences.
Make lives easier.
Connect people.
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7. Technology alone can’t
achieve this.
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8. Technology alone can’t
achieve this.
People inside and outside a
business are intrinsic to
making change happen.
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9. We’re here to
show how...
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10. 100,000 Nokia employees.
6,000 HERE employees.
6 business units.
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11. It’s complicated.
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12. It’s complicated.
With multiple pressures.
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13. The problem:
Thinking they know their users.
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14. The problem:
Thinking they know their users.
Shortcutting the innovation process.
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15. The problem:
Thinking they know their users.
Shortcutting the innovation process.
Designing for themselves.
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16. The need:
To understand real people and
context.
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17. The need:
To understand real people and
context.
To change a culture.
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18. The need:
To understand real people and
context.
To change a culture.
To deliver maps for life.
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19. Seren +
Nokia +
HERE
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20. A bespoke tool.
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21. A bespoke tool.
Illustrating contextual triggers.
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22. This helps:
Provide focus.
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23. This helps:
Provide focus.
Breakdown into bite-sized
chunks.
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24. This helps:
Provide focus.
Breakdown into bite-sized
chunks.
Avoid design paralysis.
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25. A living user journey
framework.
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26. A living user journey
framework.
Spanning the business.
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27. A living user journey
framework.
Spanning the business.
Focusing on
real people.
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28. Common language.
© 2013 Nokia and Seren. Company Confidential.
Image source: http://www.flickr.com/photos/kennethsnyder/
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29. Common language.
Common point of reference.
© 2013 Nokia and Seren. Company Confidential.
Image source: http://www.flickr.com/photos/kennethsnyder/
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30. Common language.
Common point of reference.
Common goal.
© 2013 Nokia and Seren. Company Confidential.
Image source: http://www.flickr.com/photos/kennethsnyder/
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31. Timing was
everything.
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32. Collaboratively made.
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33. Collaboratively made.
Embedded horizontally.
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34. Collaboratively made.
Embedded horizontally.
Not dissolving silos.
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35. 100+ presentations.
18 ethnographic immersions.
6 cities.
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36. Developed in real-time.
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37. Developed in real-time.
With members of HERE.
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38. Developed in real-time.
With members of HERE.
Using ‘big’ and ‘little’ data*
© 2013 Nokia and Seren. Company Confidential.
* Kerry Bodine, Forrester Research, SDNC 2013
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39. Tried and tested with Public
Transport.
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40. Tried and tested with Public
Transport.
Demonstrating impact.
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41. This started the
transformation.
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42. Design stimulus.
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43. Design stimulus.
Identifying use cases.
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44. Design stimulus.
Identifying use cases.
Generating concepts.
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45. Design stimulus.
Identifying use cases.
Generating concepts.
Ready-made stimulus.
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46. Changed a culture.
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47. Changed a culture.
Tamed the business.
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48. Changed a culture.
Tamed the business.
Structured thinking.
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49. Changed a culture.
Tamed the business.
Structured thinking.
Empowered a team.
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50. Service design is
changing HERE
for the better.
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51. Still evolving:
Reaching beyond design.
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52. Still evolving:
Reaching beyond design.
Combining with ‘big’ data*
© 2013 Nokia and Seren. Company Confidential.
* Kerry Bodine, Forrester Research, SDNC 2013
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53. Still evolving:
Reaching beyond design.
Combining with ‘big’ data*
Building and monetising experiences.
© 2013 Nokia and Seren. Company Confidential.
* Kerry Bodine, Forrester Research, SDNC 2013
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54. Lessons learned.
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55. 1. Don’t rely on technology or a tool alone.
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56. 1. Don’t rely on technology or a tool alone.
2. Embrace the business and its
challenges as early as possible.
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57. 1. Don’t rely on technology or a tool alone.
2. Embrace the business and its
challenges as early as possible.
3. Identify guardians.
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58. 1. Don’t rely on technology or a tool alone.
2. Embrace the business and its
challenges as early as possible.
3. Identify guardians.
4. Let people evolve it.
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59. THANK YOU
kathryn.richards@seren.com
rob.kirby@nokia.com
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