1. DESIGN-LED CHANGE
Service Design, Innovation,
and Storytelling

2. WHEN YOU WOKE UP
THIS MORNING…

3. I WANT TO HAVE A
CONVERSATION WITH
MY HEALTH INSURANCE
COMPANY

4. CONTEXT

6. location & space
brand
architecture & interior design
staffing
Unknown
Unknowns
Known
Unknowns
Known
Knowns
explore exploit

7. Do They?
wants
desires
needs
DESIRABLE VIABLE
FEASIBLE
Unknown
Unknowns

8. WHY DO YOU DESERVE TO HAVE THIS
CONVERSATION WITH CONSUMERS?

9. WHY DO YOU DESERVE TO HAVE THIS
CONVERSATION WITH CONSUMERS?

10. CUSTOMER
feeling
thinking
doing
people
channels
devices
touchpoints
products
system
relationships
processes & workflows
place time
sequence
CONTEXT
ECOSYSTEM
BUILDING BLOCKS
moments
stages
story
JOURNEY
BRAND PROMISE

11. future state journey maps
design principles
ethnographic research
experiential audit
personas
CONTEXT
ECOSYSTEM
KEY DELIVERABLES
brand, space, interior
a conversation, not a space
staffing, roles
service blueprints
curatorial master plan
decision framework
employee engagement video
revised brand identity
story & purpose
executive alignment
innovation model
BRAND PROMISE
CUSTOMER JOURNEY

12. future state journey maps
design principles
ethnographic research
experiential audit
personas
CONTEXT
ECOSYSTEM
KEY DELIVERABLES
brand, space, interior
a conversation, not a space
staffing, roles
service blueprints
curatorial master plan
decision framework
employee engagement video
revised brand identity
story & purpose
executive alignment
innovation model
BRAND PROMISE
CUSTOMER JOURNEY

13. UNDERSTANDING CONSUMERS
FRONT-LINE STAFF ENGAGEMENT /
EXECUTIVE ENGAGEMENT & STORY
ORGANIZATIONAL STORY

14. GETTING BELOW THE SURFACE
Surface
Deep
What People: Methods Knowledge
Interviews
Observation
Generative
Sessions
Say
Think
Do
Use
Know
Feel
Dream
Explicit
Observative
Tacit
Latent
Adapted from Liz Saunders, The Convivial Toolbox
ETHNOGRAPHIC RESEARCH

21. A COMMON POINT OF VIEW
THAT ISN’T EGOCENTRIC

22. UNDERSTANDING CONSUMERS
FRONT-LINE STAFF ENGAGEMENT /
EXECUTIVE ENGAGEMENT & STORY
ORGANIZATIONAL STORY

25. 12

30. EXECUTIVE LEVEL
AGREEMENT BUT NO ALIGNMENT

32. WHY ARE YOU DOING THIS?
HOW WILL PEOPLE TALK ABOUT IT?

33. UNDERSTANDING CONSUMERS
FRONT-LINE STAFF ENGAGEMENT /
EXECUTIVE ENGAGEMENT & STORY
ORGANIZATIONAL STORY

38. WHY IT MATTERS TO YOU
INNOVATION IS NOT SOMEONE ELSE’S JOB

39. WHAT CHANGED?
Brand
Physical Space Design
Interior Design
Innovation Model
Planning & Parternship Model
Staffing Model

40. UNDERSTANDING CONSUMERS
FRONT-LINE STAFF ENGAGEMENT /
EXECUTIVE ENGAGEMENT & STORY
ORGANIZATIONAL STORY

41. DEFINE THE PROBLEM SPACE
FRONT-LINE STAFF ENGAGEMENT /
EXECUTIVE ENGAGEMENT & STORY
ORGANIZATIONAL STORY

42. DEFINE THE PROBLEM SPACE
CREATE A COMMON UNDERSTANDING
FIRST-HAND OR THROUGH STORY
ORGANIZATIONAL STORY

43. DEFINE THE PROBLEM SPACE
CREATE A COMMON UNDERSTANDING
FIRST-HAND OR THROUGH STORY
MAKE IT REAL & RELEVANT

44. THANK YOU
Shaun Gummere
SVP, Experience Strategy & Service Design
shaun@cantina.co