THE S TRATE G IC ROLE OF S E RV I C E DE S I G N 
 IN ORGANIZ ATIONS August 5th and 6th, 2020 | SDN Academy | Carol Massa
d econstructing services
THE ROLE OF SERVICE DESIGN IN ORGANIZATIONS adding value
organizations as living entities
*Stephen Taylor : Head of Research | Illustration Matias Rey - Harmonic Design
W H AT I S A S E RV I C E?
THE ROLE OF SD IN ORGANIZATIONS
L E T ’ S P R ACT I C E !
(5MIN) Pick a service you use very often: 1. How would you describe the value that is being exchanged during your service interaction? 2. What are the mediums that are enabling you to experience this service? 3. Write your thoughts down
THE DE S IG N S P E CTRU M
DIGITAL EXPERIENCE BUILDING OMNICHANNEL STRATEGY
Unlike ID, Visual Design, UI, the material of Service Design is ORGANIZATIONS
*Stephen Taylor : Head of Research - Harmonic Design
Complexity + Organizational Design = SERVICE DESIGN IN ACTION!
THE ROLE OF SD IN ORGANIZATIONS
ORG A NI Z ATI ONS A S L I V I NG E NTITI E S SD works with/for organizations and these entities should be seen as a complex living organisms. By looking through the lens of living entities, service designers can uncover systemic challenges that can help organizations build adaptable capabilities, align to a core vision and build governance for resilience.
HOW SD CAN HE LP ORG A NI Z ATI ONS A DA PT?
Optimize MAKE IT BETTER • • • • •
Improve singular moments Optimize touchpoint performance Harmonize or bridge channels Reduce process inefficiencies Enhance brand consistency
METRICS • • •
Business: > ROI, > NPS, Retain customers Customer: > ROE Operations: + Efficiencies, > Employee Sat
*Content: Harmonic Design Copyrights
IN N OVAT E
REIM AGIN E
OPT IM IZ E
Reimagine MAKE IT DIFFERENT & BETTER • • • • •
Create new moments Overhaul customer journey Transform channel mix Redesign operations to fit journey Extend ecosystem
METRICS • • •
Business: Capture new value, Expand market Customer: Get new value, > ROE Operations: > Business alignment
*Content: Harmonic Design Copyrights
IN N OVAT E
REIM AGIN E
OPT IM IZ E
Innovate MAKE IT FIRST • • • •
New service for existing customers New service for new customers Extend ecosystem Create operations and culture to enable journey
METRICS • • •
Business: Create new value, new market Customer: Get new value, > ROE Operations: > Business alignment
*Content: Harmonic Design Copyrights
IN N OVAT E
REIM AGIN E
OPT IM IZ E
THE ROLE OF SD IN ORGANIZATIONS
A DA P TATI ON AT A M I C RO S C A L E
THE ROLE OF SD IN ORGANIZATIONS
A DA P TATI ON AT A M AC RO S C A L E
W H AT TO C ON S I D E R 
 IN AN ORG SE T TING?
THE ROLE OF SD IN ORGANIZATIONS
ORG S E T TI NG S : L E T’S PRACTI CE 1. Pick an organization you are familiar with: 2. Where are they located GEOGRAPHICALLY? 3. What is the organization SIZE? 4. What MARKET are they in? 5. What INDUSTRY are they in?
S E RV I C E DE S I G N ROL E 
 IN CORPORATE SE T TINGS
THE ROLE OF SD IN ORGANIZATIONS
CORPORATE SE T TINGS • Research teams
Designers are part of the implementation.
• Agile teams • Design Ops
Main challenges:
• Innovation DT Labs
You get assigned to a piece of the journey (the part);
• CX departments • Leadership
Strategic buy-in (leadership role might have full visibility).
S E RV I C E DE S I G N ROL E 
 IN CONSULTANCY SE T TINGS
THE ROLE OF SD IN ORGANIZATIONS
CONSU LTANCY SE T TINGS • Build cross-disciplinary engagements
tools, and methods • Wears all the design “hats”’
Designers bring an outside-in perspective. Main challenges: Speak multiple organization languages; Recommendations may not make it to organization planning; You are seen as an outsider (disruptor).
FROM OPE RATIONS TO DE S IGN-DRIVE N MODE LS
THE ROLE OF SD IN ORGANIZATIONS
FROM OPS TO DE S IG N-DRIV E N MODE LS UI DESIGNER
UX DESIGNER
PROJECT MANAGER
TECH LEAD
DESIGN TEAM
CONTENT STRATEGIST
PROCESS/OPS LEAD
RESEARCHER *Connected Company; Orchestrating Experiences; Org Design for Design Org
PRODUCT DESIGNER
W H AT S E RV I C E DE S I G N
 CAN DO FOR ORGS?
Service Design‌ Is the application of design methods 
 and craft to the deďŹ nition, creation, orchestration, and evolution of services and service ecosystems. Service design focuses on the 360degree problem space of how people and technologies deliver services (both assisted and unassisted) while ensuring the service experience aligns with customer needs, brand intent, and business objectives.
Contents Outside-In. Inside-Out.
Service Design
Service Design practice the Aboutaddresses Harmonic Design why, what, and how of Why we exist service experiences. How we do it Our pitch
This process begins Key phrases with alignment around Our personality what we aim to Our people accomplish. Our services & products
6 7 9 10 13 14 15 17 19
Primary Audience: Clients
20
Who are our clients
21
What do clients want from service design
22
Desired client impacts Line of Visibility The client’s future
23
Our promise
26
Client persona
27
SERVICE EXPERIENCE What addresses customer needs,34 how Secondary Audience: customers interact with the service, and Talent it’s lasting impression Talent persona
35
VALUE PROPOSITION with WhyHarmonic the service exists and how it will fit into the lives of customers Ideal talent impacts
38
24
Tertiary Audience: 40 BUSINESS VALUE Tangible and intangible returns that help Community Influencers
create a healthy and growing organization
Community influencer demographics
41
Ideal community SERVICE DELIVERY influencer impacts
43
Capabilities and the orchestration of people, processes, policies, and platforms
Contents Design for Alignment Thriving in complex ecosystems requires understanding and Co-value designing Primary Audience: Service Design for the needs 6 of customers, the business, andClients 
 About Harmonic Design 7 Who are our clients its employees. Why we exist
9
How we do it
10
Our pitch
13
Key phrases
14
Our personality
15
Our people
17
Our services & products
19
20 21
What do clients want from service design
22
Desired client impacts
23
The client’s future
24
Our promise
26
Client persona
Secondary Audience: Talent
BUSINESS Talent persona
34 35
with Harmonic Ideal talent impacts
Tertiary Audience: Community Influencers
CUSTOMER 27
38
40
EMPLOYEE
Community influencer demographics
41
Ideal community influencer impacts
43
DEContents S IGNING THE FU LL S TACK Full Stack Design CUSTOMER Service Design
6
About Harmonic Design
7
SERVICE Why weINTERACTIONS exist
9
How we do it
10
Our pitch
13
Key phrases
STAFF
14
Our personality
15
Our people
17
Our services & products
19
Primary Audience: Clients
20
Who are our clients
21
What do clients want from service design
22
Desired client impacts
23
The client’s future
24
Our promise
26
Client persona
27
Secondary Audience: CUSTOMER EXPERIENCE Talent Talent persona
Ideal talent impacts
Source: Jamin Hegeman
STRUCTURE
38 SERVICE DESIGN
Tertiary Audience: Community Influencers BIZ & STAFF Community influencer EXPERIENCE
demographics
OPERATIONS
35
with Harmonic
Ideal community influencer impacts PRODUCTS
34
CULTURE
40 41 43
T H E S T R AT E G I C R O L E O F S D I N O R G
To build an environment that supports adaptability, consistency, continuity and considers all entities involved in the service ecosystem - from execution to delivery.