the role of engagement in designing city services
TRANSCRIPT
London Helsinki Oslo Rotterdam São Paulo www.liveworkstudio.com 29 August 2016 Livework © 2016
in designing city services CIID
OPEN LECTURE
NURIA SOLSONA
The role of engagement
15 years of creativity and impact Since 2001 Livework has worked on over 1000 projects for more than 300 global brands, startups and public sector organisations.
OUR CLIENTS
2
Service Design What?
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What do we mean by engagement?
A successful project connects
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APPROACH
ORGANISATION
CUSTOMER
BUSINESS
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TfL CASE STUDY
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Background TFL
LONDON COMMUTE
§ 10 million population by 2030
§ 150 years old
§ 11 lines covering 402km and serving 270 stations
§ More than 3 million passengers travel on the Underground every day
§ REDUCE COST TO SERVE
§ PAPERLESS TICKETS & NEW TECHNOLOGIES
§ EXCEED CUSTOMER SATISFACTION
§ RETHINK STAFF ROLES
TFL TRANSFORMATION
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Who did we engage with?
TFL
EVERY JOURNEY MATTERS
72 workshops
3,170 front-line staff (over 50% of station staff took part in Every Journey Matters)
6 months
A project team across the organisation
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THE PROJECT ENVIRONMENT
FRONT-STAGE
ON-STAGE
BACK-STAGE
Implications on current processes, systems, procedures and roles
Work streams across seven organisational functions
1. Built environment
2. Simple ticketing
3. Station process improvements
4. Performance environment
5. Roles of station staff
6. Customer service information
7. Visitor offer
LU frontline staff 1. Line managers 2. Station supervisors 3. Customer service assistance 4. Ticket officers
MA
NA
GA
ME
NT
DE
LIV
ER
Y
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Format TFL
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ENGAGEMENT MODEL
facilitators (station staff)
workshops (station staff)
reachback (line)
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OUR ROLE
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ENGAGEMENT MODEL
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reachback
workshops
1
2
training
workshop design
understand workstreams
reports
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UNDERSTAND
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IMAGINE
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DESIGN & TEST
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Results TFL
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MEASURING SUCCESS
• 50% staff involved and positive feedback
• Tangible ideas that could be implemented
• Reduced cost to serve by identifying new staff roles for an improved passenger experience
• Encouraged customer-centric behaviours
• Increased staff motivation by unlocking everyday (informal) practices
A change with no surprises
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DESIGN & TEST
2016 London Underground
station staff assisting
passengers where they are
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So, why engage?
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Designing with users and service actors real needs
Improve the customer experience with existing capabilities
London Oslo Rotterdam São Paulo www.liveworkstudio.com
Involving internal teams management and staff in change
Creating excitement and a positive culture of change
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Aligning stakeholders on the same goal: people
Efficient services for better customer outcomes
