Jamin Hegeman: How I Learned to Stop Worrying and Give Service Design Away

How I Learned to Stop Worrying and Give Service

Design AwayJamin Hegeman

VP of Design, Financial Services, Capital One @jamin

Service Design Global Conference Nov 3, 2017

Madrid

Is change hard in your organization?

Do you have all the resources you need?

Have you implemented service design at scale?

Jamin Hegeman @jamin Stop Worrying

Todd’s Lessons‣Whole teams, not designers deliver to market.

‣Give away your best ideas and practices

‣Trust and empathy are necessary, but very, very hard.

6

Inspired, but uncomfortable.

WHY?

It won’t get done well.Service design is craft, skill, experience, right?

I won’t be needed.This is my baby.

It won’t work at scale.We don’t have all the answers yet.


Service Design at Scale

12

2014 2015 2016 2017 2018

Within Capital One Financial Services

Scale

1

Adaptive Path Acquired


Opportunities‣Build stronger (and longer) relationships

‣Drive culture change

‣Build organizational capability

‣Sustain the work

‣Be the glue

13



14

2014 2015 2016 2017 2018


Scale

3

Project

2

Workshop

1




16

2014 2015 2016 2017 2018


Scale

5

Leadership

4

Reverse Engineering

3

Project

2

Workshop

1


Jamin Hegeman @jamin Stop Worrying 17JUNGINGER, S. DESIGN IN THE ORGANIZATION: PARTS AND WHOLES. DESIGN

RESEARCH JOURNAL, 2, 9 (2009), SWEDISH DESIGN COUNCIL (SVID), 23-29.



18

2014 2015 2016 2017 2018


Scale

Designer Training

76

Blueprint Pilots

5

Leadership

4

Reverse Engineering

3

Project

2

Workshop

1



mappingexperiences.com

20


bit.ly/ServiceBlueprintingGuide

21



22

2014 2015 2016 2017 2018


Scale

10

Experience Model9

Org Training

8

CX System

Designer Training

76

Blueprint Pilots

5

Leadership

4

Reverse Engineering

3

Project

2

Workshop

1



Early Success‣Common language and tools

‣Customer-centered mindset

‣ Interdisciplinary collaboration

‣Experiences before features

‣Designers as leaders, not just pretty-makers

‣ Iteration and evolution

27

5,000 people 4 businesses

3 service design tools 50 designers

ANYTHING NEW IS HARD


Transformational Learning

31

Clear Understood

Flows

Confusion Frustration

Angst

The Pit

Butler and Edwards

Magic

How many journey maps do I need?

What’s the right level of zoom?

How does this work with agile?

Am I doing this right?

It depends.

IT’S A JOURNEY


Service Design Evolution Journey

33

None Internal Projects

Integrated Experience / New Normal

Management system / Business

as Unusual

Agency Projects

Top Down

Training & Capability Building

Tools, Methods, & Processes

Structure & Systems

intentional evolution common language

we mean it

Individual

Bottom Up


A Rounded Approach

34by Kipum Lee - Maya Tokayer / Touchpoint Journal

IT’S MORE THAN TOOLS

Why and what is easier than how and when.

The latter take experience and judgment.

Jamin Hegeman @jamin Stop Worrying 37


INTERACTIONS

CUSTOMER

STAFF

PRODUCTS TOOLS STRUCTURE CULTUREPROCESSES

CUSTOMER EXPERIENCE

BIZ & STAFF EXPERIENCE

SX

WE NEED MORE TOOLS

Think Big, Start SmallBut we don’t know how to connect the two.


ImplementationService Design Adaptor


Vision Implementation

Experience Management


Experience Management

43

Incremental Transformational

Cupcake Birthday Cake Wedding Cake

Explore Clarify Specify

Organization LOB Service Product Unique

Project / Idea

Scale

Project Type

Phase

Ability to view the vision with the journey along with the work being done

NEW WAYS OF INTERACTING


Service Design Skill Matrix

45by Mark Jones / Touchpoint Journal

SERVICE VISIONING Brand and service Service landscapes

Storytelling Exploratory research Trends and society

SERVICE INFRASTRUCTURE Culture and organisation Technology infrastructure

Business modeling Feasibility and viability

Experiment design

SERVICE DETAILING Visual and interaction design

Value propositions Prototyping and iteration

Design research

SERVICE OPERATIONS Cross-functional collaboration

Training and operations Service blueprints Data and process

Create new service model

Operations

Evolve existing service model

Experience


Engagement Models

46

EXTERNAL EMBEDDED HYBRID

Service design team focuses on specific projects or a program of work outside of business as usual operations and delivery.

Pro: Dedicated team hyper focused. Sees the big pictureCon: BAU may not know how to integrate the work.

Service designers work as part of an operations or delivery team, integrating methods and tools into workflow.

Pro: Invested and accountable, highly integrated in the work. Con: Isolated and may be outnumbered by BAU.

External team accelerates projects, and supports vision and horizontal view. Embedded designers bridge the gap between strategy and BAU.

Pro: Big picture view with linkage to BAU.Con: May be difficult to scale


Orchestration

47

Research Consideration Application Payment Payoff

E2E Management

SO, WHEN SCALING SERVICE DESIGN

Be a designer.An organization is a design.

Your way is not the way.Co-create and adapt.

Start small.Then commit and learn together.

Invent new tools.Because we haven’t seen everything yet.

Stop worrying. Give it away.Because we’re all designers when it comes to service experience.

Thank YouJamin Hegeman @jamin