sdnc13 -day1- go deep or go home by joel bailey
DESCRIPTION
Go Deep or Go Home by Joel Bailey - Capita Service design has passed the tipping point. We are no longer the next big thing, we are the thing. So now we have to deliver on the promise of transformational change. To get out of the pilot stage and onto the big stage. And to do that we have to be willing to go deeper and further than many of us our comfortable. In this provocative talk at this year’s Service Design Network Conference I’ll draw on my experience dragging service design to the edge of its comfort zone, to transform services as diverse as British Army Recruitment, TV Licensing, O2 and Barnet Borough Council, and explore what skills we all need to develop to carry the industry forward.TRANSCRIPT
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Joel BaileyDirector of Service DesignCapita
Or go home
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“One of the best performing FTSE’s
for the past 25 years”
Employee of the month
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“Service design fizzles out”
Employee of the month
“One of the best performing FTSE’s
for the past 25 years”
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Inside the bubble
Outside the bubble
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HOW WE CONNECT TO THE OPERATION
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Horizontal Strategy
Verticals Culture
Full consideration of the business
implications of the design
Full consideration of the design Products
Change
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Depth
Need for grit
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We need to get our hands dirty
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We need to get our hands dirty
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HOW WE CONNECT TO THE NUMBERS
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Happiness
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Happiness
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The customer
The client
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Revenue
Happiness
Cost
Create the conditions for profitable customer behaviours
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(Why don’t we have client personas on our walls?)
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HOW WE CONNECT TO THE CLIENT’S PAIN
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Continuousserviceimprovement
• Reactive• Incremental• Cut cost of supply• Moderate savings• Low risk
Boring
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Continuousserviceimprovement
Service innovation
• Proactive• Step change practice• Anticipated savings• Large risk
• Reactive• Incremental• Moderate savings• Low risk
ScaryBoring
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Continuousserviceimprovement
Service innovation
• Proactive• Step change practice• Significant savings• Medium risk
Radical service improvement
• Proactive• Step change practice• Anticipated savings• Large risk
• Reactive• Incremental• Moderate savings• Low risk
Essential ScaryBoring
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Radical service improvement
Reduce the 25-75% failure demand
Get value demand to low-cost channel
Handle all value demand right first time
1. 2. 3.
Help the customer do what we need them to do,
in a way that they want to do it
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1. Go deeper into operational change
2. Turn customer experience into numbers
3. Focus on the real client pain points
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Where does service design fizzle out?
@joelbaileyuk