Service Design Network UK Conference - Joel Bailey SDN 300616 slides v2

How to get triple impact in your

next Service Design project

Joel Bailey

Director, Livework Studio London

JOEL BAILEY, LIVEWORK STUDIO

Customer

Commercial

Organisation


Project #1 – the expedient route

Customer

Commercial

Organisation


Project #2 – the sustained route

Customer

Commercial

Organisation


Why do well-meaning projects get stuck here?

Customer

Commercial

Organisation

And how can

we increase

our chance of

success?


1. Give corporate therapy

“Can be like tissue rejection.” Joe Ferry



Denial Disbelief; looking for evidence that it isn’t true

Shock Surprise or shock at the event

Frustration Recognition that things are different; sometimes angry

Depression Low mood; lacking in energy

Experiment Initial engagement with the new situation

Decision Learning how to work in the new situation; feeling more positive

Integration Changes integrated; a renewed individual





• Get people together early on

• Expose them to things they reject

• Accept they will reject it

• Help them see that their emotions are a symptom of their broken system

• Don’t lose your bottle



“What was great about this project

was how it gave us more than we

expected. We got a blueprint for the

future service. But we also got a

team who were engaged and ready

to deliver on that blueprint.”


2. Choose your line


2. Choose your line

“We will be the most customer oriented company in the Nordic insurance market.”


2. Choose your line

We will be the most customer oriented company in the Nordic insurance market

Prepare New customer Customer Damage Claim Incident Change

Collect and prepare necessary data and paperwork to prepare for new contract

Period immediately after signing the contract where the contract is setup internally

In a steady state managing and administering policies and paperwork

Something happens that causes damage that is/can be covered by insurance

Making a claim and the processing of the claim

Occurrence that impacts conditions in the insurance

Change the administration and management of the policy and/or change of provider

Collect information Setup Manage policies Accident/occurrence Contact Issue Decision

Gather information and data to understand situation and options

Enter insurance contract into policy and risk management portfolio and administration

Manage policy, and respond to change in internal/external operating environment

Experience an accident/ occurrence that(might) fall under the insurance contract

Reports the accident and checks process and timeline of claim processing

Notice or experience an unexpected event or situation

Decision is made that requires change of product, service and or administration

Requirements Imbed Adjustments Investigate Submit Assess situation Process

Determine requirements and conditions for the product and the service

Imbed insurance, products and services into business routine and processes

Affect changes such as decrease/increase risk cover, adjust premium plans etc.

Investigate the situation, cause and damage of the accident

Fill out paperwork and other process steps and submit claim to provider

Investigate the incident, its cause and its effect

Make changes in management of the policy and/or objects/people insured, or service provider

Compare Information Admin changes Determine impact Handling Seek assistance Finalise

Compare current products, services and administration with offers

Request/receive information related to products & services, including up- & cross sell

Change in policy, insurance plan, people and handling of insurance account

Determine cost and impact on the business, equipment and staff of damage incurred

Provider investigates the claim, might engage the customer, or request additional input

Reach out to the provider over one or more channels to assist in resolving the incident

Complete the change in systems, processes and administration

Information Resolve Re(solve) situation

Request/receive information related to insurance products & services

Provider passes a decision on the claim, informs the customer and might pay-out damages

The provider tries to resolve the incident by providing information/service/fix

Notification Escalate Investigate

Receive information about a change, issue or, something requiring (legal) notification

The claim is not resolved to satisfaction and leads to escalation

Provider investigates incident to prevent further and future incidents


2. Choose your line

Permission + scattergun + measures

= 77th to 11th in customer satisfaction

= sustained uplift in performance


2. Choose your line

• The Scattergun

• The Mega Backlog

• The Thin End of the Wedge

• The Massive Agile Co-Location

• The Small, Well-Paced Team


3. Look out for legacy

















• Find out where the power lies

• Work out how decisions get made

• Ideally engage with that

• If not, help your client subvert it


How to get triple impact in your next Service

Design project

Customer

Commercial

Organisation

1. Give corporate therapy: make time to talk it out

2. Choose your line Select your delivery model

3. Look out for legacy: create shadow management


Customer

Commercial

Organisation

None of this is new...

Think like a designer,

manoeuvre like a consultant


For more practical advice

Customer

Commercial

Organisation


[email protected]

+44 7941 156449

Thank you!