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Disrupt me!
Silvia Lleras & Aurélie Glorieux | Service Design Lead | Designit
12 years experience in consultancy Industrial design background moving quickly toward Service Design
8 years experience in consultancy and design education. Industrial design background.
Silvia LlerasAurélie Glorieux
WHO WE ARERoles and experience
3
We are here tochange
HELLO
Connectivity of objects Servitization Followers wanna be disrupter Technology as mean (vs. an objective)
Challenges WHAT ARE THE NEW CHALLENGE OF THE COMPANY? WHAT DO THEY NEED OUR HELP FOR?
Innovation Director Celsa Group
Innovation Lab Bancolombia
Senior Director Fira de Barcelona
Retail Development Manager SEAT
INTERVIEWEES
2017 6
Culture & rolesHUMAN
OrganizationSTRUCTURE
Strategy & missionVISIONCultivating
Service Design
Path for IntegrationCompanies found themselves in different stages of Service Design integration.
Junginger, 2009
Service Design AridityBREAKING STONES
Shake their bones1
To be able to create sustainable change we need to see what’s happening behind.
SHAKE THEIR BONES
Enlightening the entrails of the big monster
Measure to build credibility and gain believers
2Demonstrate Value
“Nequi is the envy of the national bank. Represents the change of a
way of working in innovation projects and opening the door to building design capabilities inside
the innovation projects.” In-house designer
DEMONSTRATE VALUE
So that they can spread the word and make jealous the rest of the organization.
3Engage them
ENGAGE THEM
Towards a user-centric vision
Show Case
Mission
Vision
ENGAGE THEM
Towards a user-centric vision"I started working as the director of registration and access for Fira, but this concept has been evolving, now we like to define ourselves as the personal assistant for the business tourist.”
Fira de Barcelona, Director
Show Case
Mission
Vision
ENGAGE THEM
Towards a user-centric vision
Show Case
Mission
Vision
PREPARING THE FARM
Integration Labs
4Grow the organizations capacity to integrate Service Design as
an internal practice.
Build an army
Champion SupportersExperience owner
…
SCALING FOR INTEGRATION
Farming
5Mature organization have new demands for Service Design
The next level
THE NEXT LEVEL
“With the time, we learn, we are given less budget, less time, we are asked for more speed, more internal diffusion. We need to adapt ourselves to the demand of the organization.”
In-house designer
Demand for efficiency
6Scale the culture“When we believe we are ready to implement, then comes the collision with the reality of the business.”
Internal cannibalism
SCALE THE CULTURE
KPIs thinking and competitive mindset are unfriendly environment for transversal implementation.
“A director might think: I won’t stay for more than 3 years, why should I put myself into huge risk with the uncertainty of where is this going to lead us. I should better focus on improving my KPIs.”
Project Manager
• Understand the root causes
• Avoid inefficiency
• Prioritize effort
• Take better and quicker decision
• Ensure the quality
Questioning as a transversal value
SCALE THE CULTURE
"This methodology should be integrated inside every project, in any thing they do to make sure there is continuity and a clearer focus.”
Director
25
We are here tochange
So…
In arid environments:
BREAK STONES FOR DEEP CHANGE
Getting to the entrails of the organization to ensure deep insights for sustainable change
When labs exist:
ENSURE SHARING A USER CENTERED VISION AND BUILD SD CAPABILITIES.
Taking advantage of the permission to explore in higher risk environments. Establishing the spaces & strategies to learn while experimenting.
In mature organizations
ADAPT YOUR PACE AND VALUE PROPOSITION
To find relevance beyond projects and to the day to day of the organizations.
From managing content to adding strategy, to changing organizations.
Juggling with different roles
FINAL REMARKS
That help us tackle the complexity of the new challenges of today.
The need for new allies
FINAL REMARKS
There is a clear demand for new capabilities and tools.
Refreshing Service Design
FINAL REMARKS
