1.
HOW
SERVICE DESIGN
EXTENDS

2.
Build a Service
Experience Practice
We can help you structure and higher
a Service Experience team within your
organization from the ground up.
We work with organizations to create
processes that enable your service to
augment the way your organization
competes.
Disclaimer: No Sales Tactics
Human Center Designers
Design Thinkers
Business Designer
Design Anthropologist
Sense Maker
2Service Experience Academy 2017

3.
Richard Ekelman
Founder, The Service Experience Academy
Service Experience Chicago
Co-Founder & Director 2013 - 2016
External & Internal Service Designer
Accenture, Slalom, Walgreens, Aetna
MFA Service Design
Savannah College of Art & Design
3Service Experience Academy 2017

4.
1
2
3 How to evolve the
way we work.
How SD extends
other disciplines
The Evolution of
Service Design
4Service Experience Academy 2017

5.
“I already do Service Design.”
5Service Experience Academy 2017

6.
Build a Service
Experience Practice
We can help you structure and higher
a Service Experience team within your
organization from the ground up.
We work with organizations to create
processes that enable your service to
augment the way your organization
competes.
Service design is...
flexible and can be applied to any industry to solve systemic problems.
foundational and has always evolved out of a need to find a competitive advantage.
uniquely equipped to handle complexities.
co-creative and reduces risk in innovation.
as digital and physical as needed to solve the problem.
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7.
Designing for Services
H2S
Human to System
H2H
Human to Human
S2S
System to System
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8.
Core Capabilities of a Service Designer
The
Researcher
The
Strategist
The
Designer
Robert Bau, 2012
Identifying &
Overcoming
Innovation
Roadblocks
Generating,
Screening &
Visualizing
Ideas
Developing
Viable
Strategies
& Plans
Identifying
Opportunities
& Re-framing
Problems
Developing,
Prototyping
& Validating
Concepts
Understanding
Complex
Systems &
Problems
Understanding
People
Understanding
& Envisioning
the Future
Facilitating the
Collaborative
Process
Service Experience Academy 2017

9.
Some Skills of a Service Designer
Observe & Reflect
Triangulate & Align
Build & Measure
Co-create alignment
Develop new metrics
Design Enablers
Create criteria
Measure small pilots
A/B Test
Stress Tests
ABC...Q Modules
Calculate costs
Write JTBD
Balance KPIs
Blue Ocean
Market Gap Anal.
Cost Audit
Align brand identity
Physical Walk-through
Table top prototypes
Live Prototypes
Measure Trade-offs
Service blueprints
Actor maps
Journey maps
Service Safaris
Ethnography
Data patterns
Social listening
Find JTBD
Story frames
Storyboards
Lo-fi prototypes
Service fit
Proof data points
Generative updates
Design to develop
Plan modules
Service Experience Academy 2017

10.
A Team Sport
Every NBA player has a “spot” on the
floor where if they get the ball and
have an open shot they will make it.
Service design core team members
should have a part of the project they
can lead while playing the entire game.
Kyrie Irving
Kobe Bryant
Michael Jordan
Dwyane Wade
Dirk Nowitzky
Tim Duncan
Paul Pierce
Richard Hamilton
10Service Experience Academy 2017

11.
UX
CX
Service Design borrows from
everything and everyone to solve
problems.
We seek to find the right mix of
technology and processes needed to
create the most value in the simplest
manner possible.
Inherent Flexibility
Content Strategy
Anthropology
Process Design
Business Strategy
Marketing
Data Science
SD
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12.
The (Fly Over) Evolution of
Service Design

13.
Service Design Evolution (US)
1970s
Product dominant competition
Xerox PARC opens
Advertising and brands create an advantage
Organizations grow and divide labor
US airlines deregulated
Marketing
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14.
Service Design Evolution (US)
1980s
Marketing products through advertising
Services Marketing emerges
New tech gives rise to User Centered Design
Org structure reflects a division of labor
Marketing
Visual Design
Copy Writing
Technology
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15.
Service Design Evolution (US)
1990s
Advertising and brand are market influence
Services Marketing gains momentum
Al Gore invented the Internet
Software as a Service(SaaS) viable business model
Service Branding
Technology
IxD
SaaS
Marketing
Visual Design
Copy Writing
6 Sigma
Process Design
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16.
Service Design Evolution (US)
2000s
Advertising and brand value is a market influence
Channels increase design sprawl and noise
Brands’ stories are countered
Service silos begin to erode competitive advantage
Y Combinator and Founders Fund
Technology becomes an market equalizer
IxD
Technology
Social Media
SaaS
UX
Visual Design
UI
Copy Writing
Marketing
SD
Process Design
6 Sigma
Change
Management
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17.
Service Design Evolution (US)
2010 - Present
Services are ecosystems over “channels”
Orgs try to serve better, but apply marketing tactics
Brands lose control, inauthentic stories get rejected
B - Corps and Social Entrepreneurs rise
IoT and mixed reality highlight service personality
Start-ups are able to push markets
Technology
Mixed Reality
SaaS
UX
Visual Design
UI
IxD
Copy Writing
Content D
Social Innovation
Cultural
Evolution
Data
Data
SD
Marketing
CX
Process Design
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18.
“Ok so why isn’t it everywhere already?”
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19.
The Way Design Is Sold
Has Not Changed
The brand of design is often limited to
aesthetic considerations, and design
firms often play into this perception by
focusing on deliverables verses building
capabilities within their clients.
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20.
You’re Not Your
@#%! Map
Service design has gotten bogged
down in mapping as a destination.
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21.
Businesses Don’t Live
on Post-It Notes
Most designers want to impact
business and have a “seat at the table”.
But they all too often lose interest
when it’s time to implement a service.
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22.
Organizational Values
Must Be Authentic
Services radiate from the
organization’s culture as a help or
hindrance to any innovation strategy.
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23.
Service Design as a toolkitService Design as Project Management
Comfortable distance
Orchestrating relationships
Can feel like a re-packing
Not involved in the actual work
Caught in no man’s land
In the trenches
Focuses on tools, mapping, people, etc...
Can feel bolted on
Rarely incorporates business fundamentals
Origin of the buzzword
Two Flawed Narratives
23Service Experience Academy 2017

24.
Build a Service
Experience Practice
We can help you structure and higher
a Service Experience team within your
organization from the ground up.
We work with organizations to create
processes that enable your service to
augment the way your organization
competes.
They Miss the Flexibility
Zoom in and out to see how people live
Design for how people assign value
Triangulate insights and opportunities
Design a service’s personality
Make innovation measurable and tangible
Design the ugly, but critical enablers
Shape culture through training and process
24Service Experience Academy 2017

25.
So how does SD
fix this?

26.
Products are service avatars
Services reveal the values and goals of
organizations. It’s no longer possible
to hide behind advertising – traditional
messaging mentalities simply
don’t work when applied to service
problems. Your service encounters are
now your primary messaging tool.
Behavior as Interface
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27.
Inauthentic brands are rejected
Nobody trusts what you say.
Organizations are what their services say
they are so when historical approaches
to advertising and messaging are
applied to service problems they fail.
Live the Promise
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28.
Organizational
Evolution
Transformation is a sales tactic
Developing a culture of service takes
a practical approach to creating HR
processes and training that enables
services that deliver co-created services
employees and customers value.
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29.
Comfortable Being
Uncomfortable
Vision, operation, and execution
Recent investor activity shows us that even
traditionally stable and profitable companies
are not able to sheltering in place.
Organizations must get comfortable being
uncomfortable as they transition to service-
focused strategic goals.
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30.
Automotive
Tesla
Ford
NIO
Insurance
Independence BCBS
Cigna
Optum
Harken Health
Government
OPM
Veteran’s Affairs
IRS
Where is this happening internally?(Not exhaustive)
Working
WeWork
Intuit
Education
Stanford
Cal Berkley
Healthcare
Kaiser Permanente
UPMC
Mayo Clinic
Univ. Penn Medicine
Finance
Capital One
Wells Fargo
Alliance Credit Union
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31.
How to Evolve the
Way We Work

32.
Form a Core Team
Consider Badur personality types
Extend your reach
Diffuse ownership, but be clear on
who makes decisions
Plan, core, enabling, and enhancing
services in modules
Team personnel flex as needed
32Service Experience Academy 2017

33.
Form a Core Team
Consider Badur personality types
Extend your reach
Diffuse ownership, but be clear on
who makes decisions
Plan, core, enabling, and enhancing
services in modules
Team personnel flex as needed
33Service Experience Academy 2017

34.
Consider Basadur profiles
Extend your reach
Diffuse ownership, but be clear on
who makes decisions
Plan, core, enabling, and enhancing
services in modules
Team personnel flex as needed
Form a Core Team
34Service Experience Academy 2017

35.
Reflect the processes causing the
breakdowns you witness
Incorporate multiple inputs to
triangulate and measure
Stop writing reports – make lo-fi
prototypes instead
Use graphic facilitation to replace
synthesis and adding transparency
Make Research
Generative & Continuous
R
35Service Experience Academy 2017

36.
Show objective measurements against
qualitative strategies
Map for context around data points to
show patterns and form JTBD
Design services that deliver on a
brand’s promises
Show cost implications and trade offs
Measure & Model Costs
Relative to Value
36Service Experience Academy 2017

37.
Create and evolve a Service
Personality Guide
Design training materials for the
process adjustments needed
Design for service encounters
versus touchpoints
Design in modules to build road
maps and strategy
Design for Behavior & Org
Breakpoints Not Devices
37Service Experience Academy 2017

38.
Build a Service
Experience Practice
We can help you structure and higher
a Service Experience team within your
organization from the ground up.
We work with organizations to create
processes that enable your service to
augment the way your organization
competes.
Actions
Stop the title soup on LinkedIn
Join the SDN to grow the discipline
Design for how people assign value
Learn how to dig into financial data
Volunteer to get more involved in BD
Learn how to help the people that sell
Start your own service
All of Touchpoint Magazine issues
Live|Work’s blog
Service Design: Idea to Implementation
The Brand Flip
HBR Guide to Better Business Writing
The Power of Social Innovation: How Civic
Entrepreneurs Ignite Community Networks for Good
Resources
38Service Experience Academy 2017

39.
Thank You
Richard Ekelman
rich@sxacademy.com
www.sxacademy.com
@richekelman