Systemic Service Design Fundamentals

Join this full-day workshop to learn the basics of systemic service design & become fluent in diagnosing service and system-level problems WORKSHOP DESCRIPTION: Service Design is an interdisciplinary approach that can dramatically improve productivity and quality, while continuously helping an organization remain competitive in a ‘post-goods’ economy. At its core, Service Design is about treating experiences as layers of designed external and internal touchpoints. Understanding, choreographing and visualizing how service actors interact end-to-end across these touchpoints, in order to achieve the intended service outcome(s), will be key in understanding this material. The majority of today’s introductory 'classic' Service Design literature emphasizes methods for designing individual services, from the inside, and is focused almost exclusively on rehashing design thinking concepts within a service context. At a system level, that paradigm has been outdated for almost half a decade. A modern, holistic view of systemic service design expands that landscape by exploring ways to improve services as part of a organization's (or industry vertical) service ecosystem, and considering them not only inward by breaking them down into the aforementioned service components, but also outward, understanding various service types, their structural interdependencies, as well as the relationships between the service creator(s) and (potentially multiple) service provider(s). IDEAL AUDIENCE FOR THE WORKSHOP The material is best suited for intermediate researchers, product designers, service designers, product managers and business leadership looking to add modern, systemic service design thinking and techniques to their method toolbox. The workshop assumes some prior exposure to visual thinking and basic understanding of classic design thinking methods, though neither of those is a prerequisite. WORKSHOP OUTLINE Part I: Looking OUTWARD (SYSTEMICALLY) at services // Exercise #1: (setting the table) individual Common misconceptions about service design Scaling design from features and products to services and service ecosystems • The types of ‘thinking’ involved in systemic service design • Systemic service design basics • Scales in (service) design Complexity in modern organizations // Exercise #2: (systems) individual Framing ‘Service Design’ • The European (Scandinavian) participatory perspective • The North American (USA/Canada) business perspective Systemic Service Design basics The (whole) system perspective Understanding an organization’s service portfolio • Classifying services by type • Classifying services by value theme //Exercise #3&4: (service types) group Optimizing services Understanding the system through System-level visualizations • Causal loop diagrams • Service ecosystem maps • Service catalogues System intervention vs ‘designing’ the system • Developing an intervention strategy Part II: Looking INWARD (INDIVIDUALLY) at services without losing the systemic perspective Product experience vs service experience The phases of service experience Service staging: front stage vs. backstage Defining service design The service design process Cultural prerequisites Techniques for researching service needs • Ethnography • Descriptive research • Projective research • Correlational research • Experimental research Framing the service • The 4x4 Service Frame • Service scoping • Service constraints • Service metrics //Exercises #5-8: (4x4 service framing) group Measuring and defining success Individual service mapping and prioritizing fundamentals • Service inflection points • Journey maps and Journey Management / JourneyOps • Service blueprints • Common mapping and journey management tools Service prototyping fundamentals Service prototyping methods • Role playing • Wizard of Oz prototypes • Business origami • Service storming //Exercise #8 (service prototyping) group Bibliography/Further reading Q&A COMPANIES PREVIOUSLY IN ATTENDANCE: • Technology: Google, Amazon, Samsung, HP, Salesforce, AirBnB, Shopify, Motorola • Entertainment: Netflix, Spotify, BBC, Moment Factory, CBC, Ubisoft, Comcast • Consulting: McKinsey, Deloitte, Booz Allen, Fjord, IBM Design, Nielsen Norman Group, Slalom, Forrester, CXpartners, • Finance: Bloomberg, Fidelity, Capital One, PayPal, Standard Chartered Bank, Liberty Mutual, DBS, ANZ, State Farm, Vanguard, Quicken Loans, H&R Block • Public sector: Gov't of Canada, NSW Gov't, Miami Dade County, City of Montreal • Academia: UCLA, USC, Univ of Sydney, Univ of Victoria, National University of Singapore • Other: American Airlines, Continental, Expedia, Sears, Home Depot, Flight Centre, and many more... REFUND POLICY: Tickets are not refundable but are transferrable up to 48 hrs before the workshop. Food & drinks are included. Lunch as well as a morning and afternoon break pastries, tea and coffee will be provided. INSTRUCTOR: CORNELIUS RACHIERU Cornelius is the Founder and Managing Director of Canadian systemic service design consultancy Ampli2de Inc., where he explores his fascination with the politics of design while leading service and system-scale enterprise experience design projects. Over the past 20 years, he has managed a number of large UX and service design teams as practice leader at Deloitte Canada and Shaw Communications, and has consulted in a wide range of industries, from technology to financial services, healthcare, enterprise risk management, autonomous transportation, intellectual property and law. He has also guest lectured at University of Barcelona/BTS, SCAD Hong Kong and is a workshop instructor for Rosenfeld Media. Cornelius is the Founder, Chair and Creative Director of the popular CanUX conference, Canada's largest and longest running annual UX event. A self-proclaimed night owl (he is originally from Transylvania), he loves red eye flights and is a nomad at heart.