breaking the blueprint - chris ferguson & chad story, bridgeable
TRANSCRIPT
DRAFT
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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PRESENTATION TITLE
⎯ WELCOME!⎯
FIND A PARTNER &
TALK ABOUT YOUR FAVOURITE SERVICE DESIGN TOOL
WARM UP
5 minutes
DRAFT
⎯ IDEA 1 ⎯
TOOLS AREN’T THE ANSWER
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PRESENTATION TITLE
INCREASINGLY, SERVICE DESIGNERS ARE BEING
CONTACTED TO PRODUCE TOOLS, SUCH AS JOURNEY MAPS
Tool Problem
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PRESENTATION TITLE
Tools aren’t the answer.
⎯ IDEA 2 ⎯
START WITH THE PROBLEM
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PRESENTATION TITLE
SERVICE DESIGNERS ARE BEING ASKED TO COMPLETE
INCREASINGLY COMPLEX TASKS.
Tool Problem
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PRESENTATION TITLE
⎯ WHO ARE WE? ⎯
WE BRIDGE THE GAP BETWEEN WHAT ORGANIZATIONS KNOW
AND WHAT THEY DO.
TORONTO
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PRESENTATION TITLE
KNOW
Data, analytics, insights, strategy…
DO
Services, Interactions, Customer Experience…
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PRESENTATION TITLE
TRANSLATION
Connecting human understanding with real innovation
opportunities for customers
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PRESENTATION TITLE
⎯ CASE STUDIES ⎯
DISCRETE vs.
SYSTEMIC
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PRESENTATION TITLE DISCRETE vs. SYSTEMIC H
ybrid
izat
ion
Systemic Level Service Level Organization Level
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PRESENTATION TITLE
⎯ FOODSHARE ⎯
DISCRETE PROBLEM, CLEAR TOOLS.
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PRESENTATION TITLE
FoodShare’s Catering Service
DISCRETE PROBLEM, CLEAR TOOLS.
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PRESENTATION TITLE
FIELD TO TABLE MADE PHENOMENAL FOOD, BUT
FIELD TO TABLE MADE PHENOMENAL FOOD, BUT
THE SERVICE WAS TERRIBLE.
DISCRETE PROBLEM, CLEAR TOOLS.
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PRESENTATION TITLE
EXPERIENCE MAP Synthesizing the experience
DISCRETE PROBLEM, CLEAR TOOLS.
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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.
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PRESENTATION TITLE
BLUEPRINT Synthesizing the experience
DISCRETE PROBLEM, CLEAR TOOLS.
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PRESENTATION TITLE DISCRETE PROBLEM, CLEAR TOOLS.
Clearly defined team leadsProblem matches existing tools Understanding of the key project stakeholders Service level transformation
Foodshare
Discrete
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PRESENTATION TITLE
ORGANIZATIONAL TRANSFORMATION TO BE CUSTOMER CENTRIC
COMPLEX PROBLEMS, HYBRID TOOLS.
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PRESENTATION TITLE
The Healthcare Industry
COMPLEX PROBLEMS, HYBRID TOOLS
PHARMA COMPANY
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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
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PRESENTATION TITLE COMPLEX PROBLEMS, HYBRID TOOLS
Product Focused Patient Focused
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PRESENTATION TITLE COMPLEX PROBLEMS, HYBRID TOOLS H
ybrid
izat
ion
Systemic Level Service Level Organization Level
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PRESENTATION TITLE
ORGANIZATION-LEVEL TOOLS Cross-Functional Process Map
COMPLEX PROBLEMS, HYBRID TOOLS
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PRESENTATION TITLE COMPLEX PROBLEMS, HYBRID TOOLS H
ybrid
izat
ion
Systemic Level Service Level Organization Level
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PRESENTATION TITLE
EXTERNAL ENGAGEMENT TOOLS External Network Alignment
COMPLEX PROBLEMS, HYBRID TOOLS
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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
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PRESENTATION TITLE
Tools aren’t the answer.
⎯ ACTIVITY ⎯
BREAKING THE BLUEPRINT
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PRESENTATION TITLE DISCRETE vs. SYSTEMIC H
ybrid
izat
ion
Systemic Level Service Level Organization Level
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PRESENTATION TITLE THE MATERIAL
Challenge Card & Workbook
FIND ANOTHER PAIR TO WORK WITH & MAKE SURE YOU EACH HAVE ALL THESE PIECES
⎯ TEAM UP! ⎯
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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
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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.
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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
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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.
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PRESENTATION TITLE
THERE ARE MORE OPPORTUNITIES THAN EVER
TO APPLY SERVICE TOOLS TO SYSTEMIC CHALLENGES
⎯ TAKE AWAY 1 ⎯
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PRESENTATION TITLE
AS PRACTITIONERS THERE ARE OPPORTUNITIES TO
THOUGHTFULLY REIMAGINE OUR TOOLS AND PROCESSES
⎯ TAKE AWAY 2 ⎯
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PRESENTATION TITLE
WHEN DONE WELL, SERVICE DESIGN CREATES SHARED
VALUE.
⎯ TAKE AWAY 3 ⎯
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PRESENTATION TITLE
Chris Ferguson @chrisferg
Chad Story@chadstory
Want to know more about us?www.bridgeable.com