how i learned to stop worrying and give service design away
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How I Learned to Stop Worrying and Give Service
Design AwayJamin Hegeman
VP of Design, Financial Services, Capital One @jamin
Service Design Global Conference Nov 3, 2017
Madrid
Is change hard in your organization?
Do you have all the resources you need?
Have you implemented service design at scale?
Jamin Hegeman @jamin Stop Worrying
Todd’s Lessons‣Whole teams, not designers deliver to market.
‣Give away your best ideas and practices
‣Trust and empathy are necessary, but very, very hard.
6
Inspired, but uncomfortable.
WHY?
It won’t get done well.Service design is craft, skill, experience, right?
I won’t be needed.This is my baby.
It won’t work at scale.We don’t have all the answers yet.
Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
12
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
1
Adaptive Path Acquired
Jamin Hegeman @jamin Stop Worrying
Opportunities‣Build stronger (and longer) relationships
‣Drive culture change
‣Build organizational capability
‣Sustain the work
‣Be the glue
13
Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
14
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
3
Project
2
Workshop
1
Adaptive Path Acquired
Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
16
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
5
Leadership
4
Reverse Engineering
3
Project
2
Workshop
1
Adaptive Path Acquired
Jamin Hegeman @jamin Stop Worrying 17JUNGINGER, S. DESIGN IN THE ORGANIZATION: PARTS AND WHOLES. DESIGN
RESEARCH JOURNAL, 2, 9 (2009), SWEDISH DESIGN COUNCIL (SVID), 23-29.
Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
18
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
Designer Training
76
Blueprint Pilots
5
Leadership
4
Reverse Engineering
3
Project
2
Workshop
1
Adaptive Path Acquired
Jamin Hegeman @jamin Stop Worrying
mappingexperiences.com
20
Jamin Hegeman @jamin Stop Worrying
bit.ly/ServiceBlueprintingGuide
21
Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
22
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
10
Experience Model9
Org Training
8
CX System
Designer Training
76
Blueprint Pilots
5
Leadership
4
Reverse Engineering
3
Project
2
Workshop
1
Adaptive Path Acquired
Jamin Hegeman @jamin Stop Worrying
Early Success‣Common language and tools
‣Customer-centered mindset
‣ Interdisciplinary collaboration
‣Experiences before features
‣Designers as leaders, not just pretty-makers
‣ Iteration and evolution
27
5,000 people 4 businesses
3 service design tools 50 designers
ANYTHING NEW IS HARD
Jamin Hegeman @jamin Stop Worrying
Transformational Learning
31
Clear Understood
Flows
Confusion Frustration
Angst
The Pit
Butler and Edwards
Magic
How many journey maps do I need?
What’s the right level of zoom?
How does this work with agile?
Am I doing this right?
It depends.
IT’S A JOURNEY
Jamin Hegeman @jamin Stop Worrying
Service Design Evolution Journey
33
None Internal Projects
Integrated Experience / New Normal
Management system / Business
as Unusual
Agency Projects
Top Down
Training & Capability Building
Tools, Methods, & Processes
Structure & Systems
intentional evolution common language
we mean it
Individual
Bottom Up
Jamin Hegeman @jamin Stop Worrying
A Rounded Approach
34by Kipum Lee - Maya Tokayer / Touchpoint Journal
IT’S MORE THAN TOOLS
Why and what is easier than how and when.
The latter take experience and judgment.
Jamin Hegeman @jamin Stop Worrying 37
Jamin Hegeman @jamin Stop Worrying 38
INTERACTIONS
CUSTOMER
STAFF
PRODUCTS TOOLS STRUCTURE CULTUREPROCESSES
CUSTOMER EXPERIENCE
BIZ & STAFF EXPERIENCE
SX
WE NEED MORE TOOLS
Think Big, Start SmallBut we don’t know how to connect the two.
Jamin Hegeman @jamin Stop Worrying 41
ImplementationService Design Adaptor
Jamin Hegeman @jamin Stop Worrying 42
Vision Implementation
Experience Management
Jamin Hegeman @jamin Stop Worrying
Experience Management
43
Incremental Transformational
Cupcake Birthday Cake Wedding Cake
Explore Clarify Specify
Organization LOB Service Product Unique
Project / Idea
Scale
Project Type
Phase
Ability to view the vision with the journey along with the work being done
NEW WAYS OF INTERACTING
Jamin Hegeman @jamin Stop Worrying
Service Design Skill Matrix
45by Mark Jones / Touchpoint Journal
SERVICE VISIONING Brand and service Service landscapes
Storytelling Exploratory research Trends and society
SERVICE INFRASTRUCTURE Culture and organisation Technology infrastructure
Business modeling Feasibility and viability
Experiment design
SERVICE DETAILING Visual and interaction design
Value propositions Prototyping and iteration
Design research
SERVICE OPERATIONS Cross-functional collaboration
Training and operations Service blueprints Data and process
Create new service model
Operations
Evolve existing service model
Experience
Jamin Hegeman @jamin Stop Worrying
Engagement Models
46
EXTERNAL EMBEDDED HYBRID
Service design team focuses on specific projects or a program of work outside of business as usual operations and delivery.
Pro: Dedicated team hyper focused. Sees the big pictureCon: BAU may not know how to integrate the work.
Service designers work as part of an operations or delivery team, integrating methods and tools into workflow.
Pro: Invested and accountable, highly integrated in the work. Con: Isolated and may be outnumbered by BAU.
External team accelerates projects, and supports vision and horizontal view. Embedded designers bridge the gap between strategy and BAU.
Pro: Big picture view with linkage to BAU.Con: May be difficult to scale
Jamin Hegeman @jamin Stop Worrying
Orchestration
47
Research Consideration Application Payment Payoff
E2E Management
SO, WHEN SCALING SERVICE DESIGN
Be a designer.An organization is a design.
Your way is not the way.Co-create and adapt.
Start small.Then commit and learn together.
Invent new tools.Because we haven’t seen everything yet.
Stop worrying. Give it away.Because we’re all designers when it comes to service experience.
Thank YouJamin Hegeman @jamin
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