SDNC13 -DAY2- The Journey of Changing a Culture by Kathryn Richards & Rob Kirby

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THE JOURNEY OF CHANGING A CULTURE

KATHRYN RICHARDS Head of Service Design, Seren

ROB KIRBY Mobile Services Insights Manager, Nokia

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© 2013 Nokia and Seren. Company Confidential.

We’re from different companies but are here for the same reasons.

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Create amazing experiences.

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© 2013 Nokia and Seren. Company Confidential.

Create amazing experiences.

Make lives easier.

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© 2013 Nokia and Seren. Company Confidential.

Create amazing experiences.

Make lives easier.

Connect people.

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Technology alone can’t achieve this.

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Technology alone can’t achieve this.

People inside and outside a business are intrinsic to making change happen.

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We’re here to show how...

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100,000 Nokia employees.

6,000 HERE employees.

6 business units.

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It’s complicated.

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It’s complicated.

With multiple pressures.

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The problem: Thinking they know their users.

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The problem: Thinking they know their users.

Shortcutting the innovation process.

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The problem: Thinking they know their users.

Shortcutting the innovation process.

Designing for themselves.

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The need: To understand real people and context.

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The need: To understand real people and context.

To change a culture.

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The need: To understand real people and context.

To change a culture.

To deliver maps for life.

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Seren + Nokia + HERE

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A bespoke tool.

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A bespoke tool.

Illustrating contextual triggers.

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This helps: Provide focus.

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This helps: Provide focus.

Breakdown into bite-sized chunks.

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© 2013 Nokia and Seren. Company Confidential.

This helps: Provide focus.

Breakdown into bite-sized chunks.

Avoid design paralysis.

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A living user journey framework.

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A living user journey framework.

Spanning the business.

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A living user journey framework.

Spanning the business.

Focusing on real people.

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Common language.

© 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ &

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Common language.

Common point of reference.

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Common language.

Common point of reference.

Common goal.

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Timing was everything.

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Collaboratively made.

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Collaboratively made.

Embedded horizontally.

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Collaboratively made.

Embedded horizontally.

Not dissolving silos.

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100+ presentations.

18 ethnographic immersions.

6 cities.

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Developed in real-time.

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Developed in real-time.

With members of HERE.

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Developed in real-time.

With members of HERE.

Using ‘big’ and ‘little’ data*

* Kerry Bodine, Forrester Research, SDNC 2013 &

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Tried and tested with Public Transport.

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Tried and tested with Public Transport.

Demonstrating impact.

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This started the transformation.

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Design stimulus.

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Design stimulus.

Identifying use cases.

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Design stimulus.

Identifying use cases.

Generating concepts.

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© 2013 Nokia and Seren. Company Confidential.

Design stimulus.

Identifying use cases.

Generating concepts.

Ready-made stimulus.

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Changed a culture.

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© 2013 Nokia and Seren. Company Confidential.

Changed a culture.

Tamed the business.

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© 2013 Nokia and Seren. Company Confidential.

Changed a culture.

Tamed the business.

Structured thinking.

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© 2013 Nokia and Seren. Company Confidential.

Changed a culture.

Tamed the business.

Structured thinking.

Empowered a team.

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Service design is changing HERE for the better.

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Still evolving: Reaching beyond design.

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Still evolving: Reaching beyond design.

Combining with ‘big’ data*

* Kerry Bodine, Forrester Research, SDNC 2013 &

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© 2013 Nokia and Seren. Company Confidential.

Still evolving: Reaching beyond design.

Combining with ‘big’ data*

Building and monetising experiences.

* Kerry Bodine, Forrester Research, SDNC 2013 &

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© 2013 Nokia and Seren. Company Confidential.

Lessons learned.

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1. Don’t rely on technology or a tool alone.

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© 2013 Nokia and Seren. Company Confidential.

1. Don’t rely on technology or a tool alone.

2. Embrace the business and its challenges as early as possible.

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© 2013 Nokia and Seren. Company Confidential.

1. Don’t rely on technology or a tool alone.

2. Embrace the business and its challenges as early as possible.

3. Identify guardians.

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© 2013 Nokia and Seren. Company Confidential.

1. Don’t rely on technology or a tool alone.

2. Embrace the business and its challenges as early as possible.

3. Identify guardians.

4. Let people evolve it.

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THANK YOU

kathryn.richards@seren.com

rob.kirby@nokia.com

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