Nokia Internal Use Only
THE JOURNEY OF CHANGING A CULTURE
KATHRYN RICHARDS Head of Service Design, Seren
ROB KIRBY Mobile Services Insights Manager, Nokia
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
We’re from different companies but are here for the same reasons.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Create amazing experiences.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Create amazing experiences.
Make lives easier.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Create amazing experiences.
Make lives easier.
Connect people.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Technology alone can’t achieve this.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Technology alone can’t achieve this.
People inside and outside a business are intrinsic to making change happen.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
We’re here to show how...
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
100,000 Nokia employees.
6,000 HERE employees.
6 business units.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
It’s complicated.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
It’s complicated.
With multiple pressures.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
The problem: Thinking they know their users.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
The problem: Thinking they know their users.
Shortcutting the innovation process.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
The problem: Thinking they know their users.
Shortcutting the innovation process.
Designing for themselves.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
The need: To understand real people and context.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
The need: To understand real people and context.
To change a culture.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
The need: To understand real people and context.
To change a culture.
To deliver maps for life.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Seren + Nokia + HERE
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
A bespoke tool.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
A bespoke tool.
Illustrating contextual triggers.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
This helps: Provide focus.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
This helps: Provide focus.
Breakdown into bite-sized chunks.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
This helps: Provide focus.
Breakdown into bite-sized chunks.
Avoid design paralysis.
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Nokia Internal Use Only
A living user journey framework.
© 2013 Nokia and Seren. Company Confidential. &
Nokia Internal Use Only
A living user journey framework.
Spanning the business.
© 2013 Nokia and Seren. Company Confidential. &
Nokia Internal Use Only
A living user journey framework.
Spanning the business.
Focusing on real people.
© 2013 Nokia and Seren. Company Confidential. &
Nokia Internal Use Only
Common language.
© 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ &
Nokia Internal Use Only
Common language.
Common point of reference.
© 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ &
Nokia Internal Use Only
Common language.
Common point of reference.
Common goal.
© 2013 Nokia and Seren. Company Confidential. Image source: http://www.flickr.com/photos/kennethsnyder/ &
Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Timing was everything.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Collaboratively made.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Collaboratively made.
Embedded horizontally.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Collaboratively made.
Embedded horizontally.
Not dissolving silos.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
100+ presentations.
18 ethnographic immersions.
6 cities.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Developed in real-time.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Developed in real-time.
With members of HERE.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Developed in real-time.
With members of HERE.
Using ‘big’ and ‘little’ data*
* Kerry Bodine, Forrester Research, SDNC 2013 &
Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Tried and tested with Public Transport.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Tried and tested with Public Transport.
Demonstrating impact.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
This started the transformation.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Design stimulus.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Design stimulus.
Identifying use cases.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Design stimulus.
Identifying use cases.
Generating concepts.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Design stimulus.
Identifying use cases.
Generating concepts.
Ready-made stimulus.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Changed a culture.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Changed a culture.
Tamed the business.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Changed a culture.
Tamed the business.
Structured thinking.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Changed a culture.
Tamed the business.
Structured thinking.
Empowered a team.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Service design is changing HERE for the better.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Still evolving: Reaching beyond design.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Still evolving: Reaching beyond design.
Combining with ‘big’ data*
* Kerry Bodine, Forrester Research, SDNC 2013 &
Nokia Internal Use Only
© 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 &
Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
Lessons learned.
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Nokia Internal Use Only
© 2013 Nokia and Seren. Company Confidential.
1. Don’t rely on technology or a tool alone.
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Nokia Internal Use Only
© 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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Nokia Internal Use Only
© 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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Nokia Internal Use Only
© 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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