romy van den broek - best practices on service design pioneering

vUnusualsuspects:Servicedesignpioneeringinthehardwareindustry

RomyvandenBroek|Berge

UNUSUAL SUSPECTS: Service design pioneering in the hardware industry

romy@berge.io

@Romy_vd_Broek

FRICTION / CULTURE CLASHES / TRANSITION / LANGUAGE

PIONEERING?

HARDWARE SOFTWARE SERVICE

PHILIPS DESIGN PROBESFar future design research

Inspire and create discussion around the needs of the world of tomorrow

AN UNANCHORED VISION IS NO VISION AT ALL

ERICSSON INNOVA SQUADDesign Thinking implementation

1 designer 2 enthusiasts

Project Teams

Design Thinking

BE A TROJAN HORSE

DON’T BE VAIN

CATERPILLAR PROPULSIONUser studies for Tug and Ferry boat levers

Tug & Ferry Boat levers

User studies onboard

YOU CAN’T FAKE CURIOSITY

BE ONE OF THE GUYS

VOLVO CONSTRUCTION EQUIPMENTService Design in Software development

HMI department

Software development

Meeting culture

UNDERSTAND HIERARCHIES AND MAKE USE OF THEM.

STICK AROUND - CHANGE DOES NOT HAPPEN OVERNIGHT

• Be a trojan horse • Be one of the guys • Embrace & use hierarchies • Don’t be vain • You can’t fake curiosity • Stick around • An unanchored vision is no vision at all

The power of service design lies in its many faces.

Service Design in the hardware context is not flashy, but humble and hard work.

You are not the star, the result is

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romy@berge.io,@Romy_vd_Broekwww.berge.io

RomyvandenBroekServiceDesignLead

Berge