Geke van Dijk, "Tugboats and Tankers: Contributing to Longterm Organizational Change"

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Contributing to longterm change in organisations and their service offering involves serious committment and stamina. You seldom see radical changes just on the basis of a single project. The results of that project might be mind blowing in itself, but in the longer term the effect of it on the wider organisation might seem disappointing. Presented at WebVisions Barcelona 2013.

Business Technologie

Dr. Geke van Dijk, Strategy Director London / Amsterdam
Design research for service innovation..STBY...

By producing engaging materials with
consumers or citizens
By exploring insights with multi-
disciplinary teams
By creating new service concepts with
designers and strategists
STBY facilitates empathic
conversations
..STBY...
Design research for FT Orange (UK, FR)
`Design research voor Reed Elsevier (UK, NL)

Examples of methods:
• Observations
• Interviews
• User Labs
• Design documentaries
• Persona creation
• Diary studies
• Probe studies
• Co-creation workshops
• Lead User Research
In-depth qualitative
ethnographic research
..STBY...
Design research voor Sony (UK, JP)

..STBY...
Helping clients to develop holistic
global insights from connected local
studies. Our design researchers
combine deep local expertise with a
global perspective.
Local ﬁeldwork - global insights
Design research voor Nokia (UK, CN, IN, US)

..STBY...
Teaming up with clients to
discover new opportunities
Together we explore practices
and preferences, to identify
new opportunities for service
innovation. Collaborating in a
transparent way to optimise
interaction and discovery.
Design research for Cisco (UK, JP, US)

STBY is a founding member of:
Reach- Global Design Research Network
Pittsburgh, US
Curitiba, BR
London, UK
Amsterdam, NL
Copenhagen, DK
Barcelona, ES
Paris, FR
Cologne, DE
Budapest, HU
Delhi, IN
Tokyo, JP
Hong Kong, CN
Singapore, SG

..STBY...12
I don't know...
I know...
...what I know ...what I don't know

..STBY...36
I don't know...
I know...
...what I know ...what I don't know

..STBY...
Geke van Dijk - Strategy Director STBY
geke@stby.eu
@hellogeke
06 29 0289 81
www.stby.nl
www.globaldesignresearch.com
www.servicedesignnetwerk.nl
37

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Geke van Dijk, "Tugboats and Tankers: Contributing to Longterm Organizational Change"

1. Dr. Geke van Dijk, Strategy Director London / Amsterdam Design research for service innovation..STBY...

2. By producing engaging materials with consumers or citizens By exploring insights with multi- disciplinary teams By creating new service concepts with designers and strategists STBY facilitates empathic conversations ..STBY... Design research for FT Orange (UK, FR) `Design research voor Reed Elsevier (UK, NL)

3. Examples of methods: • Observations • Interviews • User Labs • Design documentaries • Persona creation • Diary studies • Probe studies • Co-creation workshops • Lead User Research In-depth qualitative ethnographic research ..STBY... Design research voor Sony (UK, JP)

4. ..STBY... Helping clients to develop holistic global insights from connected local studies. Our design researchers combine deep local expertise with a global perspective. Local ﬁeldwork - global insights Design research voor Nokia (UK, CN, IN, US)

5. ..STBY... Teaming up with clients to discover new opportunities Together we explore practices and preferences, to identify new opportunities for service innovation. Collaborating in a transparent way to optimise interaction and discovery. Design research for Cisco (UK, JP, US)

6. STBY is a founding member of: Reach- Global Design Research Network Pittsburgh, US Curitiba, BR London, UK Amsterdam, NL Copenhagen, DK Barcelona, ES Paris, FR Cologne, DE Budapest, HU Delhi, IN Tokyo, JP Hong Kong, CN Singapore, SG

7. ..STBY...12 I don't know... I know... ...what I know ...what I don't know

8. ..STBY...

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21. ..STBY...36 I don't know... I know... ...what I know ...what I don't know

22. ..STBY... Geke van Dijk - Strategy Director STBY geke@stby.eu @hellogeke 06 29 0289 81 www.stby.nl www.globaldesignresearch.com www.servicedesignnetwerk.nl 37

Geke van Dijk, "Tugboats and Tankers: Contributing to Longterm Organizational Change"

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Geke van Dijk, "Tugboats and Tankers: Contributing to Longterm Organizational Change"