Peter Fossick: Creating a Service Design playbook in the era of cognitive computing

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At IBM we have evolved our approaches to Service Design to shift our thinking and innovation activities away from products to ecosystems and outcomes. This presentation will explain the approaches the strategy and approaches we are using to design in the age of cognitive computing working with the world's largest and most successful corporations. IBM is applying Service Design methods and practices to help us deal with complex transformation challenges across large organisations to enable us to innovate at speed and scale with our clients. Using an approach we call Service Design 4.0, IBM uses Playbooks, methods and practices that coalesce to help us radically collaborate within teams and with clients to deliver transformation within the disruptive paradigm of Industry 4.0.

Diseño

Creating a Service Design Playbook in
the era of cognitive computing
Pete Fossick | Service Design Director

“Good design is good business”
Thomas J. Watson Jr.
Source: IBM Corporation (www.ibm.com)

IBM Design :: © IBM Corporation
“Design thinking is an important
part of IBM’s ambitious effort to
rethink and reimagine the
customer experience.”
Ginni Rometty, CEO
Source: IBM Corporation (www.ibm.com/designthinking)

IBM focus on users - customer experiences and
employees experiences
IBM practice cross-discipline collaboration called
radical collaboration
IBM Design Thinking is about iteration and alignment
The Principles
People.
Practices.
Processes.
Source: IBM Corporation (www.ibm.com/designthinking)

A global community of designers
1300
Source: IBM Corporation (www.ibm.com/designthinking)

Service
Design
Experience
Design
PANORAMIC FOCUSED
Tactical
Task Focused
Tech Specific
Usability
Behavioural
Sensorial
Sequential
Single Channel
Strategic
Systems Operations
Technology Agnostic
Feasibility
Cultural
Mental
Concurrent
Multiple Channels
Operationalise Design
(Design Ops)
Design Ops
People Centric
Collaborative
Data Informed
Transformative
Process Driven
Systemised

REFLECTOBSERVE MAKE
IBM Design Thinking
Source: IBM Corporation (www.ibm.com/designthinking)

Tools and Activities
MAKE
Planning
Experience-Based Roadmap
Hills Writing
To-dos
Prototyping / Evidencing
Business Model Canvas
Cognitive walktrough
Customer lifecycle maps
Heuristic evaluation
Role play
Service Blueprint
Service prototyping
Value Proposition Canvas
OBSERVE
Listening
Focus group
Interviews (User, Expert, Contextual)
Looking
Cultural probe
Journaling (Photo and Diary)
Shadowing
Service Safari
Exploring / Understanding
Assumptions & Questions
Desk/Secondary Research
Empathy map
Stakeholder Map
Hopes & Fears
REFLECT
Analyzing / Synthetizing
Afﬁnity diagram
Card Sorting
Cross-Channel Views
Customer Journey Canvas
Journey Map / Scenario Map
Persona
Interpreting & Prioritizing
Abstraction laddering
Big ideas
MoSCoW
Need statements
Prioritization Grid
Rose, Thorn, Bud
SWOT Analysis
Generating
Actors map
Creative matrix
Feedback Grid
Storyboarding
Touchpoints matrix
Use cases
Communicating
Ecology/System Map
Poster (Concept)
Tomorrow's headlines
Video prototyping
Source: IBM Corporation (www.ibm.com/designthinking)

Understand Diverge Converge Prototype
Agile using Sprints
Test Drop
10 Days

experience
Platform
User
OfferingData Value
Behaviour Relevancy
Cognitive
Adaptable
Data Informed Innovation

There is a shift from selling
products and solutions
to selling platforms and outcomes
Supported by cognitive computing to
deal with vast amounts of data
ECONOMY 4.0

Business &
Enterprise
Design
& Strategy
Technology
& Engineering
Bio-Sciences
& Environment
Culture &
Values
Society &
Behavior
Business
Design
IT & Systems
Design
Experience
Design
Service
Design
Design 4.0
Sustainable
Design
Design 4.0

Design 4.0
DevOps
Tactical
Tech Centric
Technical Thinking
Task Focused
Functional
Feature Focus
Capability Specific
Processes
Agent Centric
Heuristic Driven
Data Informed
Transformative
Connected
Autonomous
Strategic
People Centric
Design Thinking
Need Focused
Behavioural
Experience Focus
Market Specific
Interactions
Organisational
Operational Centric
Business Thinking
Distribution Focused
Cultural
Financial Focus
Value Specific
Systems
BizOpsDesOps
Tech 4.0
©PeterFossick

6 CHARACTERISTICS
Agent Centric Transformative Data Informed
Driven by Heuristics Connected
Design 4.0
Autonomous

Email: Peterfossick@peterfossick.co
Web: peterfossick.co
Peter Fossick
Service Design Director
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The biodesign approach for fabricating textiles using root-based materials is explored in my final project for my Postgraduate in Fabricademy. I experimented with different types of grain seeds, growing media, patterns, and environments. Additionally, I discovered various post-processing techniques, such as colouring, changing flexibility, and applying biodegradable coatings. The Amber Grain Embroidery project aims to design bio-folklore costumes featuring elements made of wheat and barley roots. Raw wool is used as a binding agent. The root embroideries are complemented by dried grass and pressed material from seeds. The costumes are inspired by traditional Slovak and Czech folklore costumes, symbolizing the importance of grain as a vital source of livelihood and material wealth.

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Peter Fossick: Creating a Service Design playbook in the era of cognitive computing

1. Creating a Service Design Playbook in the era of cognitive computing Pete Fossick | Service Design Director

2. All views are my own…

3. I’M A DESIGNER

4. I’M AN ANGEL

5. I’M AN ACADEMIC

6. I DESIGN WITH PEOPLE

7. I DESIGN WITH MACHINES

8. “Good design is good business” Thomas J. Watson Jr. Source: IBM Corporation (www.ibm.com)

9. IBM Design :: © IBM Corporation “Design thinking is an important part of IBM’s ambitious effort to rethink and reimagine the customer experience.” Ginni Rometty, CEO Source: IBM Corporation (www.ibm.com/designthinking)

10. IBM focus on users - customer experiences and employees experiences IBM practice cross-discipline collaboration called radical collaboration IBM Design Thinking is about iteration and alignment The Principles People. Practices. Processes. Source: IBM Corporation (www.ibm.com/designthinking)

11. A global community of designers 1300 Source: IBM Corporation (www.ibm.com/designthinking)

12. Service Design Experience Design PANORAMIC FOCUSED Tactical Task Focused Tech Specific Usability Behavioural Sensorial Sequential Single Channel Strategic Systems Operations Technology Agnostic Feasibility Cultural Mental Concurrent Multiple Channels Operationalise Design (Design Ops) Design Ops People Centric Collaborative Data Informed Transformative Process Driven Systemised

13. REFLECTOBSERVE MAKE IBM Design Thinking Source: IBM Corporation (www.ibm.com/designthinking)

14. Tools and Activities MAKE Planning Experience-Based Roadmap Hills Writing To-dos Prototyping / Evidencing Business Model Canvas Cognitive walktrough Customer lifecycle maps Heuristic evaluation Role play Service Blueprint Service prototyping Value Proposition Canvas OBSERVE Listening Focus group Interviews (User, Expert, Contextual) Looking Cultural probe Journaling (Photo and Diary) Shadowing Service Safari Exploring / Understanding Assumptions & Questions Desk/Secondary Research Empathy map Stakeholder Map Hopes & Fears REFLECT Analyzing / Synthetizing Afﬁnity diagram Card Sorting Cross-Channel Views Customer Journey Canvas Journey Map / Scenario Map Persona Interpreting & Prioritizing Abstraction laddering Big ideas MoSCoW Need statements Prioritization Grid Rose, Thorn, Bud SWOT Analysis Generating Actors map Creative matrix Feedback Grid Storyboarding Touchpoints matrix Use cases Communicating Ecology/System Map Poster (Concept) Tomorrow's headlines Video prototyping Source: IBM Corporation (www.ibm.com/designthinking)

15.

16.

17. PLAYBOOKS

18. USER STORIES are the project currency

19. Understand Diverge Converge Prototype Agile using Sprints Test Drop 10 Days

20. DATA is the new OIL

21. experience Platform User OfferingData Value Behaviour Relevancy Cognitive Adaptable Data Informed Innovation

22. There is a shift from selling products and solutions to selling platforms and outcomes Supported by cognitive computing to deal with vast amounts of data ECONOMY 4.0

23. ANALOGUE

24. TOO SLOW

25. Cognitive is fast and smart

26. It’s ambient and everywhere

27. Business & Enterprise Design & Strategy Technology & Engineering Bio-Sciences & Environment Culture & Values Society & Behavior Business Design IT & Systems Design Experience Design Service Design Design 4.0 Sustainable Design Design 4.0

28. Design 4.0 DevOps Tactical Tech Centric Technical Thinking Task Focused Functional Feature Focus Capability Specific Processes Agent Centric Heuristic Driven Data Informed Transformative Connected Autonomous Strategic People Centric Design Thinking Need Focused Behavioural Experience Focus Market Specific Interactions Organisational Operational Centric Business Thinking Distribution Focused Cultural Financial Focus Value Specific Systems BizOpsDesOps Tech 4.0 ©PeterFossick

29. 6 CHARACTERISTICS Agent Centric Transformative Data Informed Driven by Heuristics Connected Design 4.0 Autonomous

30. Email: Peterfossick@peterfossick.co Web: peterfossick.co Peter Fossick Service Design Director Your picture here

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Peter Fossick: Creating a Service Design playbook in the era of cognitive computing