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Birgit Mager & Tina Weisser: 24 Success Factors for Brilliant Implementation

No longer is service design a playground for pretty storyboards – it has become an essential driver for innovation and creator of value for relevant stakeholders. And this value is created through implementation. Still: brilliant concepts often fail when it comes to implementation. Finding answers and better understanding the complex drivers for implementation, barriers and success factors was the motivation behind a 3-year international study. The talk will present the key findings of this study, which investigated complex service design projects at the interface of external SD consultancies and their clients.

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Birgit Mager & Tina Weisser: 24 Success Factors for Brilliant Implementation

  1. 1. www.service-design-network.org/sdgc/2018#SDGC18 @SDGC2018 @SDNetwork Successfully Implementing Service Design Projects Six learnings Birgit Mager | Professor KISD Tina Weisser | Service Design & Organisational Consultant
  2. 2. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Implementation is key
  3. 3. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser Only approx. 4% of the service design methods focus on implementation - Ricardo Martins photoTomBarrett,unspleash
  4. 4. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser What are the success factors for implementation? SDGC Dublin 2018 © Birgit Mager I Tina Weisser photoTrầnAnhTuấn,unspleash
  5. 5. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Finding answers 9 Countries 3 Years50 Experts
  6. 6. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser photoArifWahid,unspleash Service Design is about designing against and dealing with complexity
  7. 7. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Learning from systems thinker photos:UniversitätBielefeld,www.frederic-vester.de/ Frederic Vester Systems researcher Niklas Luhmann Sociologist Heinz v. Foerster Cybernetician
  8. 8. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Key learnings?
  9. 9. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Set clear objectives Start implementation on day 1 Lay the foundation Collaborate closely Be prepared for resistance Minimize the risks 1 2 3 4 5 6
  10. 10. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Set clear objectives SDGC Dublin 2018 © Birgit Mager I Tina Weisser 1
  11. 11. SDGC Dublin 2018 © Birgit Mager I Tina Weisser What is success? Outcomes Enablers Result-oriented Process-oriented vs.
  12. 12. SDGC Dublin 2018 © Birgit Mager I Tina Weisser What are barriers? Faster or better Competitors Management C-level: No compliance and no priority KPIs not coordinated Budget / Cost Decision dilemma Lack of skills & experiences e.g. organisational consulting know-how (process consulting) Client OrganisationExternal Service Designer User & Environment
  13. 13. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser Start implementation on day 1 2
  14. 14. SDGC Dublin 2018 © Birgit Mager I Tina Weisser “Its like putting a rolls royce into Uganda“ - Design Director @ global agency
  15. 15. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Enable & Define Reinforce & Deliver Key Prerequisites Understand & Discover A strong beginning Phase 1 Phase 2 Phase 3 Phase 4 Enable & Define Reinforce & Deliver Key Prerequisites Understand & Discover Implementation Model KUER
  16. 16. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser Lay the foundations 3
  17. 17. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Six hygiene factors 1. Compliance: c-level sponsorship 2. Inter-divisional staff involvement 3. Personnel capacity 4. Implementation management 5. Implementation maturity 6. Temporary organisation Key Prerequisites Phase 1
  18. 18. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser Collaborate closely 4
  19. 19. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Space to connect work rules culture process terms roles rules
  20. 20. SDGC Dublin 2018 © Birgit Mager I Tina Weisser “It’s not only a mindset mismatch, it‘s also a language challenge.“ BMW Manager
  21. 21. SDGC Dublin 2018 © Birgit Mager I Tina Weisser „You can not not kiss a system“ - Heinz von Foerster
  22. 22. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser Be prepared for resistance 5
  23. 23. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Old eating new
  24. 24. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser Minimize the risks tackle fear and insecurity 6
  25. 25. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Select wisely, support proof 3d-selection criteria Organisational consequence User benefit Business benefit
  26. 26. SDGC Dublin 2018 © Birgit Mager I Tina Weisser “You can not only take from people you also have to give something back“ - Systemic consultant
  27. 27. SDGC Dublin 2018 © Birgit Mager I Tina Weisser Set clear objectives Start implementation on day 1 Lay the foundation Be prepared for resistance Minimize the risks 1 Key learnings 2 3 4 5 6 Collaborate closely
  28. 28. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser Outlook SDGC Dublin 2018 © Birgit Mager I Tina Weisser
  29. 29. www.service-design-network.org/sdgc/2018#SDGC18 @SDGC2018 @SDNetwork For more information: mager@service-design.de t@feedyourmind.eu Prof. Birgit Mager Dr. Tina Weisser

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No longer is service design a playground for pretty storyboards – it has become an essential driver for innovation and creator of value for relevant stakeholders. And this value is created through implementation. Still: brilliant concepts often fail when it comes to implementation. Finding answers and better understanding the complex drivers for implementation, barriers and success factors was the motivation behind a 3-year international study. The talk will present the key findings of this study, which investigated complex service design projects at the interface of external SD consultancies and their clients.

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