Service Design Berlin
B C G D I G I TA L V E N T U R E S / O C T O B E R 1 9 , 2 0 1 6
Bringing Service Design In-House
Pic
ture
: Mel
anie
Dre
ser
Katrin PhD Candidate, University of Potsdam
Who is inviting?
Olga Business Consultant, Fuxblau
Mauro CEO & Designer, Boana
Martin Service Designer, UK Gov
Manuel Service Designer, Fuxblau
Activities of Service Design Berlin
Service Design Drinks
Service Experience Camp
The Service Gazette
Where are we?
How does it work?
Input Exercise Mingling
Broadcasting globally
Who is speaking tonight?
Manuel Großmann Service Designer & Co-Founder, Fuxblau @manuel_berlin
Why Relevance
“[IBM will] flood its ranks with hundreds of designers and train its entire workforce—some 377,000 employees worldwide—to think, work, feel like designers.”
S o u r c e : Q u a r t z , S e p t 2 0 1 6 h t t p : // q z . c o m / 7 5 5 74 1
Two aspects of bringing service design in-house Learning & teaching
B A S I C S
Photo by Flickr user: Brian (Ziggy) Liloia
You wouldn’t expect to learn woodworking in a day. Why should service design be any different?
H O W
Three ways of bringing service design in-house
P R OJ E C T- B A S E D W O R K
T R A I N I N G S N E W E N T E R P R I S E S
How Ways of doing it
Bringing Service Design in-house Through trainings
T R A I N I N G S
Three approaches for trainings
I N T E N S I V E W O R K S H O P
I N T E G R AT E D W O R K S H O P S
W O R K S H O P & C O N S U LT I N G
I N T E N S I V E W O R K S H O P
Intensive WorkshopsT R A I N I N G S
T I M E
LE
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L O
F S
UP
PO
RT
“Corporate entertainment”
-author anonymous-
I N T E G R AT E D W O R K S H O P S
Integrated WorkshopsT R A I N I N G S
T I M E
LE
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L O
F S
UP
PO
RT
“The format of short two-hour sessions throughout a week allowed us to train a larger team because all were able to spare some time every day.
— I N G A B E R G E N , CEO, Welldoo
It also showed us that small work packages can be finished within a very short time.”
W O R K S H O P & C O N S U LT I N G
T R A I N I N G S
Workshop & Consulting
T I M E
LE
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F S
UP
PO
RT
“The initial workshop creates a wow moment. It creates a new perspective. The following consulting allows a transfer into practise. What is more it keeps up the awareness for the tools and methods.”
— A D A M L A W R E N C E , Co-founder, Work Play Experience
Artefacts
Expanding the time for supportA R T E FAC T S
T I M E
LE
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L O
F S
UP
PO
RT
artefacts left behind
The future of service design trainings?
Traditional learning modelT H E F U T U R E O F S E R V I C E D E S I G N T R A I N I N G S
L E A R N I N G B A S I C S with the help of a pro
A P P LY I N G T H E K N O W L E D G E by yourself
Flipped classroom modelT H E F U T U R E O F S E R V I C E D E S I G N T R A I N I N G S
L E A R N I N G B A S I C S by yourself
A P P LY I N G T H E K N O W L E D G E with the help of a pro
Bringing Service Design in-house Through project- based support
The (traditional) agency model is an outdated model
P R OJ E C T- B A S E D S U P P O R T
Call for help / Brief
Work by the agency
Presentation & handover of documentation
P R OJ E C T- B A S E D S U P P O R T
Weaknesses of the (traditional) agency model
Lack of knowledge transfer
Lack of internal insights (stakeholder & their needs)
Lack of internal buy-in (not invented here)
Lack of impact
An integrated modelP R OJ E C T- B A S E D S U P P O R T
Regular collaboration & involvement
Call for support
Client is able to continue the work
“We pinned print-outs of personas, user journeys and a service blueprint to the hallway wall. This helped a great deal to communicate to others what were working on.”
— M A R C P I R S I N G , Head of Commercial Service Center, Bayer Business Services
is controlled by company constantly
gets guidance that leads to meaningful outcomes
spends extra time through co-location
focusses on topics of importance & relevance
needs to cater for special stakeholders
creates tools that are actively used by people afterwards
P R OJ E C T- B A S E D S U P P O R T
Pains and gains for the agency
PA I N S G A I N S
“As a client we are very involved. The agencies aren’t used to that. Some have a problem with it. We don’t work with these any longer.”
— A N A P E S S A N H A , Senior Design & User Researcher, HERE maps
Bringing Service Design in-house By incubating new enterprises
B U I L D I N G A N E W A G E N C Y
Building an agency: NeugelbI N C U B AT I N G A N E W E N T E R P R I S E
Client
Agency
Client
Agency
Building an agency: NeugelbI N C U B AT I N G A N E W E N T E R P R I S E
Involvement
Involvement
Become client again
Knowledge transfer
Relationship building
Strategicwork?
New agency
New agency: Client pains and gains
takes much longer knowledge in-house
PA I N S G A I N S
more expensive
long term financial risk of running an agency
independence
I N C U B AT I N G A N E W E N T E R P R I S E
New agency: (Old) agency pains and gains
new competitor experience in incubating a new company
PA I N S G A I N S
iterated processes to learn from (e.g. on-boarding)
you get to do the strategic consulting while others execute
I N C U B AT I N G A N E W E N T E R P R I S E
B U I L D I N G A N E W P R O D U C T
C O M PA N Y
Building a new product company: COUPI N C U B AT I N G A N E W E N T E R P R I S E
Client
Agency
Client
Agency
I N C U B AT I N G A N E W E N T E R P R I S E
send staff
people return
Building a new product company: COUP
Startup
send staff
Client pains and gains
share risk?
PA I N S G A I N S
good opportunity to invest money
higher complexity (launching a product & a company) all expertise is in-house when the
agency leaves
I N C U B AT I N G A N E W E N T E R P R I S E
Agency pains and gains
higher complexity grow unique knowledge
PA I N S G A I N S
more client influence (product & company culture)
staff sees the impact of their design
equity share?
I N C U B AT I N G A N E W E N T E R P R I S E
client knowledge
Takeaways
Tips for successful service design learning
TA K E AWAY S
Tips for learners
P R OJ E C T- B A S E D W O R K
T R A I N I N G S N E W E N T E R P R I S E S
Ask how the input will be translated into the real context
Demand a collaborative working model
Master the skills before the support leaves
Allocate extra time for your employees
Don’t expect to master service design within a day
Involve the partners early on
Tips for successful service design teaching
TA K E AWAY S
Tips for teachers
P R OJ E C T- B A S E D W O R K
T R A I N I N G S N E W E N T E R P R I S E S
Mix theoretical and practical input
Embrace more client involvement
Take the risk and try entirely new models
Offer trainings + consulting which is stretched over a period of time
Plan your deliverables as artefacts to leave something behind
Exercise Let’s create an awesome learning format
A new learning experience
1. Form groups of max. 5 people
2. Grab one template from the pile (1 per group)
3. Take 12 min to create an awesome
learning format
• dqcdde s
Tickets: www.tiny.cc/susjam
• Practice hands on service design processes and methods
• With 90+ cities participating all over the world
• In a free, open, creative space (sponsored by Impact Hub Berlin)
One month from now…
Not your average conference
Inspiring key talks
Confirmed so far…
Hands-on workshops
Open session you decide on…
… and lead
That’s what we call a co-conference —because you co-create it
Plus, more fun than at a usual conference
And really great food
Taking place November 18–19th
Save 10% in a group of 5 Get your regular ticket before October 24 Check sxc16.eventbrite.com
…save additional 10% on all tickets until midnight by using the code: SDD-INHOUSE
Thanks for joining!
servicedesignberlin.de
@SD_Berlin
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