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DRAF
Breaking The Blueprint
Hybrid tools for future
services
Chris Ferguson | Bridgeable | @chrisferg
Chad Story | Bridgeable | @chadstory
October 2nd, New York City
Page 2
PRESENTATION TITLE
⎯ WELCOME!⎯	
FIND A PARTNER
&
TALK ABOUT YOUR FAVOURITE SERVICE DESIGN TOOL	
  
WARM UP
5 minutes
DRAF
⎯ IDEA 1 ⎯	
TOOLS AREN’T
THE ANSWER
Page 4
PRESENTATION TITLE
INCREASINGLY, SERVICE
DESIGNERS ARE BEING
CONTACTED TO PRODUCE
TOOLS, SUCH AS JOURNEY MAPS
Tool Problem
Page 6
PRESENTATION TITLE
Tools aren’t
the answer.
⎯ IDEA 2 ⎯	
START WITH
THE PROBLEM
Page 7
PRESENTATION TITLE
SERVICE DESIGNERS ARE BEING
ASKED TO COMPLETE
INCREASINGLY COMPLEX TASKS.
ToolProblem
Page 9
PRESENTATION TITLE
⎯ WHO ARE WE? ⎯	
WE BRIDGE THE GAP BETWEEN
WHAT ORGANIZATIONS KNOW
AND WHAT THEY DO.
TORONTO
Page 10
PRESENTATION TITLE
	
  	
  
KNOW
Data, analytics, insights,
strategy…	
	
  	
  
DO
Services, Interactions,
Customer Experience…
Page 11
PRESENTATION TITLE
	
  	
  
TRANSLATION
Connecting human understanding
with real innovation
opportunities for customers
Page 12
PRESENTATION TITLE
⎯ CASE STUDIES ⎯	
DISCRETE
vs.
SYSTEMIC
Page 13
PRESENTATION TITLEDISCRETE vs. SYSTEMIC
Hybridization
Systemic LevelService Level Organization Level
Page 14
PRESENTATION TITLE
⎯ FOODSHARE ⎯	
DISCRETE PROBLEM,
CLEAR TOOLS.
Page 15
PRESENTATION TITLE
	
  	
  
FoodShare’s Catering Service	
DISCRETE PROBLEM, CLEAR TOOLS.
Page 16
PRESENTATION TITLE
FIELD TO TABLE MADE
PHENOMENAL FOOD, BUT
FIELD TO TABLE MADE
PHENOMENAL FOOD, BUT
THE SERVICE WAS TERRIBLE.
DISCRETE PROBLEM, CLEAR TOOLS.
Page 17
PRESENTATION TITLE
	
  	
  EXPERIENCE MAP
Synthesizing the experience	
DISCRETE PROBLEM, CLEAR TOOLS.
Page 18
PRESENTATION TITLE
Key Contact Name:
Contact Phone Number:
Date:
Delivery Address:
Delivery Time:
Departure Time:
Number of Guests:
IN EVERY ORDER:
______ = # of items
SET-UP:
EVENT DETAILS:
_____ Napkins
_____ Forks
_____ Knives
_____ Spoons
_____ Plates (Biodegradable)
_____ Plates (Reusable)
_____ Story cards
_____ Thank you cards
_____Cups (Cold)
_____ Mugs
DELIVERY SET-UP
FOOD/
BEVERAGES
CONDIMENTS/
ADD-ONS
ALLERGEN
LABELS
UTENSILS &
QUANTITY
MENU LABELS SPECIAL DIETS
plates
napkins cutlery
labellabel label label label label
label
cups
story cards
appetizer appetizer
main main
dessert dessert
drink
station
condiment condiment condiment condiment
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
l
Delivery Process Map
DISCRETE PROBLEM, CLEAR TOOLS.
Page 19
PRESENTATION TITLE
	
  	
  BLUEPRINT
Synthesizing the experience	
DISCRETE PROBLEM, CLEAR TOOLS.
Page 20
PRESENTATION TITLEDISCRETE PROBLEM, CLEAR TOOLS.
Clearly defined team leads	
	
Problem matches existing
tools

	
Understanding of the key
project stakeholders 	
	
Service level transformation	
Foodshare
Discrete
Page 21
PRESENTATION TITLE
ORGANIZATIONAL TRANSFORMATION TO
BE CUSTOMER CENTRIC	
COMPLEX PROBLEMS,
HYBRID TOOLS.
Page 22
PRESENTATION TITLE
	
  	
  
The Healthcare Industry	
COMPLEX PROBLEMS, HYBRID TOOLS
PHARMA COMPANY
Page 23
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
CHANGES IN THE REGULATORY
ENVIRONMENT AND WITH USER
BEHAVIOUR ARE PROMPTING
REINVENTION, BUT
ORGANIZATIONS ARE STRUGGLING TO
ADAPT THEIR OPERATING MODEL
CHANGES IN THE REGULATORY
ENVIRONMENT AND WITH USER
BEHAVIOUR ARE PROMPTING
REINVENTION, BUT
Page 24
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Product Focused Patient Focused
Page 25
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Hybridization
Systemic LevelService Level Organization Level
Page 26
PRESENTATION TITLE
	
  	
  	
  	
  ORGANIZATION-LEVEL TOOLS
Cross-Functional Process Map	
COMPLEX PROBLEMS, HYBRID TOOLS
Page 27
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Hybridization
Systemic LevelService Level Organization Level
Page 28
PRESENTATION TITLE
	
  	
  EXTERNAL ENGAGEMENT TOOLS
External Network Alignment 	
COMPLEX PROBLEMS, HYBRID TOOLS
Page 29
PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
COMPLEX PROBLEMS, HYBRID TOOLS
Unclear team leads and
responsibilities	
Problem requires hybridized
tools	
A mix of ambiguous external
and internal stakeholders	
  
Enterprise wide
transformation with
Systemic implications 	
Pharma co.	
Enterprise
Clearly defined team leads	
	
Problem matches existing
tools

	
Understanding of the key
project stakeholders 	
	
Service level transformation	
Foodshare
Discrete
Page 30
PRESENTATION TITLE
Tools aren’t
the answer.
⎯ ACTIVITY ⎯	
BREAKING THE
BLUEPRINT
Page 31
PRESENTATION TITLEDISCRETE vs. SYSTEMIC
Hybridization
Systemic LevelService Level Organization Level
Page 32
PRESENTATION TITLETHE MATERIAL
Challenge Card & Workbook
FIND ANOTHER PAIR TO WORK WITH
& MAKE SURE YOU EACH HAVE ALL THESE PIECES	
  
⎯ TEAM UP! ⎯
Page 33
PRESENTATION TITLETHE CHALLENGE
CONGRATS! YOU’VE JOINED A
NEW DESIGN TEAM WITH A
SUCCESSFUL PROJECT, BUT
THERE ARE A LOT OF
CONCERNS…
Challenge Card
Page 34
PRESENTATION TITLETHE PROOF OF CONCEPT
BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE
BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND
WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR
PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.
Page 35
PRESENTATION TITLEYOUR TASK
•  Mom’s Healthcare Journey	
•  Proof of concept	
•  Stakeholders list &
questions	
•  Visualization examples	
•  Example of classic
Service design tools	
•  Hybrid service design tool
template to facilitate
dialogue and aggregate
information from
stakeholders.	
•  Instructions on how to use
it during the workshop	
INPUTS OUTPUTS
Activity p.6-7
Page 36
PRESENTATION TITLETHE PROOF OF CONCEPT
BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE
BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND
WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR
PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.
Page 37
PRESENTATION TITLE
THERE ARE MORE
OPPORTUNITIES THAN EVER
TO APPLY SERVICE TOOLS TO
SYSTEMIC CHALLENGES
⎯ TAKE AWAY 1 ⎯
Page 38
PRESENTATION TITLE
AS PRACTITIONERS THERE
ARE OPPORTUNITIES TO
THOUGHTFULLY REIMAGINE
OUR TOOLS AND PROCESSES
⎯ TAKE AWAY 2 ⎯
Page 39
PRESENTATION TITLE
WHEN DONE WELL, SERVICE
DESIGN CREATES SHARED
VALUE.
⎯ TAKE AWAY 3 ⎯
Page 40
PRESENTATION TITLE
Chris Ferguson 	
@chrisferg	
Chad Story	
@chadstory	
Want to know more about us?	
www.bridgeable.com

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Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

  • 1. DRAF Breaking The Blueprint Hybrid tools for future services Chris Ferguson | Bridgeable | @chrisferg Chad Story | Bridgeable | @chadstory October 2nd, New York City
  • 2. Page 2 PRESENTATION TITLE ⎯ WELCOME!⎯ FIND A PARTNER & TALK ABOUT YOUR FAVOURITE SERVICE DESIGN TOOL   WARM UP 5 minutes
  • 3. DRAF ⎯ IDEA 1 ⎯ TOOLS AREN’T THE ANSWER
  • 4. Page 4 PRESENTATION TITLE INCREASINGLY, SERVICE DESIGNERS ARE BEING CONTACTED TO PRODUCE TOOLS, SUCH AS JOURNEY MAPS
  • 6. Page 6 PRESENTATION TITLE Tools aren’t the answer. ⎯ IDEA 2 ⎯ START WITH THE PROBLEM
  • 7. Page 7 PRESENTATION TITLE SERVICE DESIGNERS ARE BEING ASKED TO COMPLETE INCREASINGLY COMPLEX TASKS.
  • 9. Page 9 PRESENTATION TITLE ⎯ WHO ARE WE? ⎯ WE BRIDGE THE GAP BETWEEN WHAT ORGANIZATIONS KNOW AND WHAT THEY DO. TORONTO
  • 10. Page 10 PRESENTATION TITLE     KNOW Data, analytics, insights, strategy…     DO Services, Interactions, Customer Experience…
  • 11. Page 11 PRESENTATION TITLE     TRANSLATION Connecting human understanding with real innovation opportunities for customers
  • 12. Page 12 PRESENTATION TITLE ⎯ CASE STUDIES ⎯ DISCRETE vs. SYSTEMIC
  • 13. Page 13 PRESENTATION TITLEDISCRETE vs. SYSTEMIC Hybridization Systemic LevelService Level Organization Level
  • 14. Page 14 PRESENTATION TITLE ⎯ FOODSHARE ⎯ DISCRETE PROBLEM, CLEAR TOOLS.
  • 15. Page 15 PRESENTATION TITLE     FoodShare’s Catering Service DISCRETE PROBLEM, CLEAR TOOLS.
  • 16. Page 16 PRESENTATION TITLE FIELD TO TABLE MADE PHENOMENAL FOOD, BUT FIELD TO TABLE MADE PHENOMENAL FOOD, BUT THE SERVICE WAS TERRIBLE. DISCRETE PROBLEM, CLEAR TOOLS.
  • 17. Page 17 PRESENTATION TITLE    EXPERIENCE MAP Synthesizing the experience DISCRETE PROBLEM, CLEAR TOOLS.
  • 18. Page 18 PRESENTATION TITLE Key Contact Name: Contact Phone Number: Date: Delivery Address: Delivery Time: Departure Time: Number of Guests: IN EVERY ORDER: ______ = # of items SET-UP: EVENT DETAILS: _____ Napkins _____ Forks _____ Knives _____ Spoons _____ Plates (Biodegradable) _____ Plates (Reusable) _____ Story cards _____ Thank you cards _____Cups (Cold) _____ Mugs DELIVERY SET-UP FOOD/ BEVERAGES CONDIMENTS/ ADD-ONS ALLERGEN LABELS UTENSILS & QUANTITY MENU LABELS SPECIAL DIETS plates napkins cutlery labellabel label label label label label cups story cards appetizer appetizer main main dessert dessert drink station condiment condiment condiment condiment ser vin g ute nsi l ser vin g ute nsi l ser vin g ute nsi l ser vin g ute nsi l ser vin g ute nsi l ser vin g ute nsi l Delivery Process Map DISCRETE PROBLEM, CLEAR TOOLS.
  • 19. Page 19 PRESENTATION TITLE    BLUEPRINT Synthesizing the experience DISCRETE PROBLEM, CLEAR TOOLS.
  • 20. Page 20 PRESENTATION TITLEDISCRETE PROBLEM, CLEAR TOOLS. Clearly defined team leads Problem matches existing tools
 Understanding of the key project stakeholders Service level transformation Foodshare Discrete
  • 21. Page 21 PRESENTATION TITLE ORGANIZATIONAL TRANSFORMATION TO BE CUSTOMER CENTRIC COMPLEX PROBLEMS, HYBRID TOOLS.
  • 22. Page 22 PRESENTATION TITLE     The Healthcare Industry COMPLEX PROBLEMS, HYBRID TOOLS PHARMA COMPANY
  • 23. Page 23 PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS CHANGES IN THE REGULATORY ENVIRONMENT AND WITH USER BEHAVIOUR ARE PROMPTING REINVENTION, BUT ORGANIZATIONS ARE STRUGGLING TO ADAPT THEIR OPERATING MODEL CHANGES IN THE REGULATORY ENVIRONMENT AND WITH USER BEHAVIOUR ARE PROMPTING REINVENTION, BUT
  • 24. Page 24 PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS Product Focused Patient Focused
  • 25. Page 25 PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS Hybridization Systemic LevelService Level Organization Level
  • 26. Page 26 PRESENTATION TITLE        ORGANIZATION-LEVEL TOOLS Cross-Functional Process Map COMPLEX PROBLEMS, HYBRID TOOLS
  • 27. Page 27 PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS Hybridization Systemic LevelService Level Organization Level
  • 28. Page 28 PRESENTATION TITLE    EXTERNAL ENGAGEMENT TOOLS External Network Alignment COMPLEX PROBLEMS, HYBRID TOOLS
  • 29. Page 29 PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS COMPLEX PROBLEMS, HYBRID TOOLS Unclear team leads and responsibilities Problem requires hybridized tools A mix of ambiguous external and internal stakeholders   Enterprise wide transformation with Systemic implications Pharma co. Enterprise Clearly defined team leads Problem matches existing tools
 Understanding of the key project stakeholders Service level transformation Foodshare Discrete
  • 30. Page 30 PRESENTATION TITLE Tools aren’t the answer. ⎯ ACTIVITY ⎯ BREAKING THE BLUEPRINT
  • 31. Page 31 PRESENTATION TITLEDISCRETE vs. SYSTEMIC Hybridization Systemic LevelService Level Organization Level
  • 32. Page 32 PRESENTATION TITLETHE MATERIAL Challenge Card & Workbook FIND ANOTHER PAIR TO WORK WITH & MAKE SURE YOU EACH HAVE ALL THESE PIECES   ⎯ TEAM UP! ⎯
  • 33. Page 33 PRESENTATION TITLETHE CHALLENGE CONGRATS! YOU’VE JOINED A NEW DESIGN TEAM WITH A SUCCESSFUL PROJECT, BUT THERE ARE A LOT OF CONCERNS… Challenge Card
  • 34. Page 34 PRESENTATION TITLETHE PROOF OF CONCEPT BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.
  • 35. Page 35 PRESENTATION TITLEYOUR TASK •  Mom’s Healthcare Journey •  Proof of concept •  Stakeholders list & questions •  Visualization examples •  Example of classic Service design tools •  Hybrid service design tool template to facilitate dialogue and aggregate information from stakeholders. •  Instructions on how to use it during the workshop INPUTS OUTPUTS Activity p.6-7
  • 36. Page 36 PRESENTATION TITLETHE PROOF OF CONCEPT BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.
  • 37. Page 37 PRESENTATION TITLE THERE ARE MORE OPPORTUNITIES THAN EVER TO APPLY SERVICE TOOLS TO SYSTEMIC CHALLENGES ⎯ TAKE AWAY 1 ⎯
  • 38. Page 38 PRESENTATION TITLE AS PRACTITIONERS THERE ARE OPPORTUNITIES TO THOUGHTFULLY REIMAGINE OUR TOOLS AND PROCESSES ⎯ TAKE AWAY 2 ⎯
  • 39. Page 39 PRESENTATION TITLE WHEN DONE WELL, SERVICE DESIGN CREATES SHARED VALUE. ⎯ TAKE AWAY 3 ⎯
  • 40. Page 40 PRESENTATION TITLE Chris Ferguson @chrisferg Chad Story @chadstory Want to know more about us? www.bridgeable.com