breaking the blueprint - chris ferguson & chad story, bridgeable

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DRAF T Breaking The Blueprint Hybrid tools for future services Chris Ferguson | Bridgeable | @chrisferg Chad Story | Bridgeable | @chadstory October 2nd, New York City

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Page 1: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

DRAFT

Breaking The Blueprint Hybrid tools for future services Chris Ferguson | Bridgeable | @chrisferg Chad Story | Bridgeable | @chadstory

October 2nd, New York City

Page 2: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 2

PRESENTATION TITLE

⎯ WELCOME!⎯

FIND A PARTNER &

TALK ABOUT YOUR FAVOURITE SERVICE DESIGN TOOL  

WARM UP

5 minutes

Page 3: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

DRAFT

⎯ IDEA 1 ⎯

TOOLS AREN’T THE ANSWER

Page 4: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 4

PRESENTATION TITLE

INCREASINGLY, SERVICE DESIGNERS ARE BEING

CONTACTED TO PRODUCE TOOLS, SUCH AS JOURNEY MAPS

Page 5: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Tool Problem

Page 6: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 6

PRESENTATION TITLE

Tools aren’t the answer.

⎯ IDEA 2 ⎯

START WITH THE PROBLEM

Page 7: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 7

PRESENTATION TITLE

SERVICE DESIGNERS ARE BEING ASKED TO COMPLETE

INCREASINGLY COMPLEX TASKS.

Page 8: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Tool Problem

Page 9: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 9

PRESENTATION TITLE

⎯ WHO ARE WE? ⎯

WE BRIDGE THE GAP BETWEEN WHAT ORGANIZATIONS KNOW

AND WHAT THEY DO.

TORONTO

Page 10: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 10

PRESENTATION TITLE

   KNOW

Data, analytics, insights, strategy…

   DO

Services, Interactions, Customer Experience…

Page 11: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 11

PRESENTATION TITLE

   TRANSLATION

Connecting human understanding with real innovation

opportunities for customers

Page 12: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 12

PRESENTATION TITLE

⎯ CASE STUDIES ⎯

DISCRETE vs.

SYSTEMIC

Page 13: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 13

PRESENTATION TITLE DISCRETE vs. SYSTEMIC H

ybrid

izat

ion

Systemic Level Service Level Organization Level

Page 14: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 14

PRESENTATION TITLE

⎯ FOODSHARE ⎯

DISCRETE PROBLEM, CLEAR TOOLS.

Page 15: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 15

PRESENTATION TITLE

   

FoodShare’s Catering Service

DISCRETE PROBLEM, CLEAR TOOLS.

Page 16: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 16

PRESENTATION TITLE

FIELD TO TABLE MADE PHENOMENAL FOOD, BUT

FIELD TO TABLE MADE PHENOMENAL FOOD, BUT

THE SERVICE WAS TERRIBLE.

DISCRETE PROBLEM, CLEAR TOOLS.

Page 17: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 17

PRESENTATION TITLE

   EXPERIENCE MAP Synthesizing the experience

DISCRETE PROBLEM, CLEAR TOOLS.

Page 18: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 18

PRESENTATION TITLE

Key Contact Name:Contact Phone Number: Date: Delivery Address:Delivery Time: Departure Time:Number of Guests:

IN EVERY ORDER:

______ = # of items

SET-UP:

EVENT DETAILS:

_____ Napkins_____ Forks_____ Knives_____ Spoons

_____ Plates (Biodegradable)_____ Plates (Reusable)

_____ Story cards_____ Thank you cards

_____Cups (Cold)_____ Mugs

DELIVERY SET-UP

FOOD/BEVERAGES

CONDIMENTS/ADD-ONS

ALLERGEN LABELS

UTENSILS & QUANTITY

MENU LABELS SPECIAL DIETS

plates

napkins cutlery

labellabel label label label label

label

cups

story cards

appetizer appetizermain main

dessert dessert

drinkstation

condiment condiment condiment condiment

serving utensil

serving utensil

serving utensil

serving utensil

serving utensil

serving utensil

Delivery Process Map

DISCRETE PROBLEM, CLEAR TOOLS.

Page 19: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 19

PRESENTATION TITLE

   BLUEPRINT Synthesizing the experience

DISCRETE PROBLEM, CLEAR TOOLS.

Page 20: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 20

PRESENTATION TITLE DISCRETE PROBLEM, CLEAR TOOLS.

Clearly defined team leadsProblem matches existing tools Understanding of the key project stakeholders Service level transformation

Foodshare

Discrete

Page 21: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 21

PRESENTATION TITLE

ORGANIZATIONAL TRANSFORMATION TO BE CUSTOMER CENTRIC

COMPLEX PROBLEMS, HYBRID TOOLS.

Page 22: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 22

PRESENTATION TITLE

   The Healthcare Industry

COMPLEX PROBLEMS, HYBRID TOOLS

PHARMA COMPANY

Page 23: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 23

PRESENTATION TITLE COMPLEX PROBLEMS, HYBRID TOOLS

CHANGES IN THE REGULATORY ENVIRONMENT AND WITH USER BEHAVIOUR ARE PROMPTING

REINVENTION, BUT ORGANIZATIONS ARE STRUGGLING TO

ADAPT THEIR OPERATING MODEL

CHANGES IN THE REGULATORY ENVIRONMENT AND WITH USER BEHAVIOUR ARE PROMPTING

REINVENTION, BUT

Page 24: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 24

PRESENTATION TITLE COMPLEX PROBLEMS, HYBRID TOOLS

Product Focused Patient Focused

Page 25: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 25

PRESENTATION TITLE COMPLEX PROBLEMS, HYBRID TOOLS H

ybrid

izat

ion

Systemic Level Service Level Organization Level

Page 26: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 26

PRESENTATION TITLE

       ORGANIZATION-LEVEL TOOLS Cross-Functional Process Map

COMPLEX PROBLEMS, HYBRID TOOLS

Page 27: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 27

PRESENTATION TITLE COMPLEX PROBLEMS, HYBRID TOOLS H

ybrid

izat

ion

Systemic Level Service Level Organization Level

Page 28: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 28

PRESENTATION TITLE

   EXTERNAL ENGAGEMENT TOOLS External Network Alignment

COMPLEX PROBLEMS, HYBRID TOOLS

Page 29: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 29

PRESENTATION TITLE COMPLEX PROBLEMS, HYBRID TOOLS COMPLEX PROBLEMS, HYBRID TOOLS

Unclear team leads and responsibilities

Problem requires hybridized tools

A mix of ambiguous external and internal stakeholders  

Enterprise wide transformation with Systemic implications

Pharma co.

Enterprise

Clearly defined team leadsProblem matches existing tools Understanding of the key project stakeholders Service level transformation

Foodshare

Discrete

Page 30: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 30

PRESENTATION TITLE

Tools aren’t the answer.

⎯ ACTIVITY ⎯

BREAKING THE BLUEPRINT

Page 31: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 31

PRESENTATION TITLE DISCRETE vs. SYSTEMIC H

ybrid

izat

ion

Systemic Level Service Level Organization Level

Page 32: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 32

PRESENTATION TITLE THE MATERIAL

Challenge Card & Workbook

FIND ANOTHER PAIR TO WORK WITH & MAKE SURE YOU EACH HAVE ALL THESE PIECES  

⎯ TEAM UP! ⎯

Page 33: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 33

PRESENTATION TITLE THE CHALLENGE

CONGRATS! YOU’VE JOINED A NEW DESIGN TEAM WITH A

SUCCESSFUL PROJECT, BUT THERE ARE A LOT OF

CONCERNS…

Challenge Card

Page 34: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 34

PRESENTATION TITLE THE PROOF OF CONCEPT

BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR

PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.

Page 35: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 35

PRESENTATION TITLE YOUR TASK

•  Mom’s Healthcare Journey•  Proof of concept•  Stakeholders list & questions

•  Visualization examples•  Example of classic Service design tools

•  Hybrid service design tool template to facilitate dialogue and aggregate information from stakeholders.

•  Instructions on how to use it during the workshop

INPUTS

OUTPUTS

Activity p.6-7

Page 36: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 36

PRESENTATION TITLE THE PROOF OF CONCEPT

BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR

PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.

Page 37: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 37

PRESENTATION TITLE

THERE ARE MORE OPPORTUNITIES THAN EVER

TO APPLY SERVICE TOOLS TO SYSTEMIC CHALLENGES

⎯ TAKE AWAY 1 ⎯

Page 38: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 38

PRESENTATION TITLE

AS PRACTITIONERS THERE ARE OPPORTUNITIES TO

THOUGHTFULLY REIMAGINE OUR TOOLS AND PROCESSES

⎯ TAKE AWAY 2 ⎯

Page 39: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 39

PRESENTATION TITLE

WHEN DONE WELL, SERVICE DESIGN CREATES SHARED

VALUE.

⎯ TAKE AWAY 3 ⎯

Page 40: Breaking the Blueprint - Chris Ferguson & Chad Story, Bridgeable

Page 40

PRESENTATION TITLE

Chris Ferguson @chrisferg

Chad Story@chadstory

Want to know more about us?www.bridgeable.com