In this keynote Marzia will share insights into how to build service design capability in large organisations. She will describe a diffusion model that encompasses four maturity stages. Through real client cases Marzia will picture each stage and describe how the organisation looks at each level.
3. 3
Value
of design
“You can use an eraser on the drafting table or a
sledgehammer on the construction site.”
Frank Lloyd Wright
4. 4
Human centered
Co-creative & collaborative
Holistic, horizontally & vertically
Experiment, prototype & iterate
Transformative power
How service design delivers business value
Increase revenue
Operational efficiency
De-risking
Embrace change
.
Financial performance
Design-led businesses outperform
their peers in the the stock market by
more than 200% over 10 years.
Innovate and change
Design-led businesses that adopt
change more quickly are twice as
likely to launch new products, enter
new markets, and capture new
market share.
Service design practices Business outcomes Top level business goals
Value of design
5. 5
Value of design
Research shows that design delivers tangible value to business. Specifically in staying ahead, driving financial
performance, and influencing key business metrics.
TheNewDesignFrontier,Invision,2018
TheBusinessValueofDesign,McKinseyQuarterly,Oct2018
TheDMIDesignValueScorecard,DMI,2013
Value of design
6. 6
Case study: Gjensidige
Value of design
● 2 year change programme
● 7 year transformation
● 183 projects
● 4 pillars: Simplification, organisational culture, service
experience and efficiency
● On the Norwegian Customer Satisfaction Barometer,
the company jumped from number 77 in 2009 to
number 11 in 2013
Call centre data, period 2011-1013. Touchpoint
customer satisfaction vis-a-vis sales per call.
7. 7
The gradient wheel of
service design development
“Any fool can know. The point is to
understand.” Albert Einstein
10. 10
Continuous learning
Service design development
Sustainable Capabilities
Project Project Project
Training
DOING
LEARNING
BAU Mechanisms
TRANSLATE
HOW FEEDBACK
BUILDING
18. 18
Training
Projects
Capabilities
Gradient of maturity
Project 1
Project 2
Project 3
Project 4
Project n
Open
Training
Train the
trainers
Open
training
Decision
makers
training
Train the
trainers
Open
training
Decision
makers
training
Train the
trainers
learning
19. 19
The organisation will look different as you move towards
more mature service design practices
Gradient of maturity
People
Designers: a variety of roles fall under the
rubric of design, including design researchers,
prototypers and content strategists
Leaders: Design leadership includes mentors
and dedicated owners of design at the senior
level
Employees: Staff across the organisation
understand the role design plays
Priorities
Scope: Design is applied to all components
(digital and non-digital) of the customer
experience
Measures: Quality of customer experience
design is reflected in KPIs
Values: Design is seen as a strategic
differentiator for the organisation
Process
Strategy: Design is integral to shaping
product and service strategy
Research: Research is used to shape strategy
and inform implementation
Design: A formal design process is
established for marketing, product and
customer experience initiatives
27. 27
Thank you
Contact
Marzia Arico
Head of Insight
marzia@liveworkstudio.com
For this presentation and more:
liveworkstudio.com/collections/doers2019
@liveworkstudio@theliveworker Livework Studio