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Service Design Drinks SAP SE / AUGUST 13, 2014 Designing for the Back Office Marion Fröhlich & Mauro Rego with Service Design Berlin

Designing for the Back Office – Service Design Drinks Berlin

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What’s happening behind a service’s curtains? This edition of Service Design Drinks was hosted at SAP. Their designers Marion Fröhlich and Mauro Rego talked about how to design for the back office in order to create business impact. The two Berlin-based designers discussed principles and elements for designing for the back office. Furthermore, they outlined the differences in designing enterprise apps and customer apps.

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Page 1: Designing for the Back Office – Service Design Drinks Berlin

ServiceDesignDrinks

S A P S E / A U G U S T 1 3 , 2 0 1 4

Designing forthe Back OfficeMarion Fröhlich & Mauro Regowith Service Design Berlin

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

I N T R O

Where are we today?

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Marion Fröhlich Senior Strategic Design Consultant at SAP @marionfroehlich

Mauro Rego Tall Strategic Design Consultant at SAP @mauroalex

I N T R O

Who is talking today?

´

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Consumerization of enterprise IT

#1 Build trustworthy relationships #2 Take the human in account #3 Same, same, but different

Hands-on Exercise

AG E N DA

Designing for the Back-Office

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

“Why does my secretary need a great software experience?”

— C u s t o m e r, 2 0 1 4

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014EnjoySAP Icons, frog design (2014) http://www.frogdesign.com/work/

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014SAP Design Guild (2000) http://www.sapdesignguild.org/editions/philosophy_articles/colors.asp

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

expectations

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

consumerization

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Relationship between a design function and the larger supported organization

M O D E L

Design integral to all aspects of the organization

Design as external resource

Design as part of the organization

Design at the core of the organization

Model by S. Junginger (2013)

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

T O DAY

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Relationship between a design function and the larger supported organization

M O D E L

Consumer-facing services

Employee-facing Services

We need to apply design practice also to the back-office!

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Design as external resource

Design integral to all aspects of the organization

Design as part of the organization

Design at the core of the organization

Relationship between a design function and the consumer- & employee-facing organization

M O D E L

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Consumer-facing services

Employee-facing Services

M O D E L

When design is fully integrated

Relationship between a design function and the consumer- & employee-facing organization

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Simple, Engaging,

Open

Complex, Cut & Dried, Controlled

C O M PA R I S O N

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Support the individual Support an organization

Self-managed Predefined

Minimal commitment High commitment

C O M PA R I S O N

Consumer Applications

Enterprise Applications

Usability & Pleasure Efficiency & Functionality

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

“Why does my secretary need a great software experience?”

— C u s t o m e r, 2 0 1 4

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

T H E VA LU E

PLEASURABLE

USABLE

RELIABLE

FUNCTIONAL

Designing for Emotion, Aaron Walter (2011)

From an employee point of view

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

T H E VA LU E

From a customer point of view

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

T H E VA LU E

From a personal point of view

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

BUILD TRUSTWORTHY RELATIONSHIPS

#1

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Enterprise IT Departement

We need to sell to IT and design for to the employee

# 1 R E L AT I O N S H I P S

Employee

Dept

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# 1 R E L AT I O N S H I P S

Design collaboratively with professionals

Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Convince the „secretary“ as much as managers# 1 R E L AT I O N S H I P S

SAP (2014) https://experience.sap.com/designservices/

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

# 1 R E L AT I O N S H I P S

Performance vs. Simplicity

Simplicity

SAP (2014) https://experience.sap.com/designservices/

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

TAKE THE HUMAN INTO ACCOUNT

#2

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

INFRASTRUCTURE

ORGANIZATION & PROCESS

PEOPLE & CULTURE

# 2 B E H U M A N

Beyond the experience….

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

# 1 R E L AT I O N S H I P S

Thoroughly design with people

Simplicity

SAP (2014) https://experience.sap.com/designservices/

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

SAME, SAME BUT DIFFERENT

#3

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

# 3 S A M E , S A M E B U T D I F F E R E N T

Roles instead of personas.

SAP (2014) http://www.sap-innovationcenter.com/

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

# 3 S A M E , S A M E B U T D I F F E R E N T

Roles instead of personas.

Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

# 3 S A M E , S A M E B U T D I F F E R E N T

Roles instead of personas.

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

# 3 S A M E , S A M E B U T D I F F E R E N T

Roles instead of personas.

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

ROLES

I HAVE TO MAKE SURE THAT...

TASKSList here the most interesting roles. List here the tasks that the describe the role.

JASMIN, 45 y!rs oldBak"Y OWNER

I am the bakery owner. I like to take care of the cus-tomers (since this bakery belonged to my mom before me). We have really loyal customers from all over the region. I keep the costs low with employees (I only employ 2 full time employees and help even with cleaning sometimes), and I make sure to have the best deals with suppliers.

1. Read the persona description.2. List what this person has to accomplish (e.g.: I have to make sure that the whole store is clean)3. For each listed item, generate a role that represents it.4. Choose a role and list the tasks that the person has to fulfil in order to accomplish what he or she has to make sure.

If you have questions, keep calm and call one of us.

INSTRUCTIONS

# 3 S A M E , S A M E B U T D I F F E R E N T

Roles instead of personas.

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Tobias Persona 28 Years old Barista

Tobias Stock Manager “I have to make sure that the stock is always full”

Tobias Cleaner “I have to make sure that the counter and the tables are clean”

Tobias Cashier “I have to make sure that the tips are counted and the orders fit with the money in the box”

# 3 S A M E , S A M E B U T D I F F E R E N T

Roles instead of personas.

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

#1 Build trustworthy relationships #2 Take the human in account #3 Same, same, but different

TA K E AWAY S

Designing for the Back Office

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

Marion Fröhlich [email protected] @marionfroehlich

Mauro Rego [email protected] @mauroalex

T H A N K YO U

Drop us a line.

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Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014Business Model Canvas: Alexander Osterwalder & Yves Pigneur

Exercise: From Personas to Roles

ROLES

I HAVE TO MAKE SURE THAT...

TASKSList here the most interesting roles. List here the tasks that the describe the role.

JASMIN, 45 y!rs oldBak"Y OWNER

I am the bakery owner. I like to take care of the cus-tomers (since this bakery belonged to my mom before me). We have really loyal customers from all over the region. I keep the costs low with employees (I only employ 2 full time employees and help even with cleaning sometimes), and I make sure to have the best deals with suppliers.

1. Read the persona description.2. List what this person has to accomplish (e.g.: I have to make sure that the whole store is clean)3. For each listed item, generate a role that represents it.4. Choose a role and list the tasks that the person has to fulfil in order to accomplish what he or she has to make sure.

If you have questions, keep calm and call one of us.

INSTRUCTIONS

20

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Service Experience Camp 2014SEPT 13 - 14, 2014 • BERLIN

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Key Talks: Get inspired

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Barcamp: Learn, grow and connect

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Special formats: Experience it yourself

Service Experience WalkExperience special servicesin Berlin

Camp at COJESpend two nights with 9 other camp participants at a unique space in Berlin

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An opinion from SAP

I wish that more people from large companies would use this opportunity to get inspiration to re-think what they are doing – it will bring real value to all those buzz words out there: innovation, customer centricity, simplicity.

Petra Meyer, Human Resources (SAP)

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3 reasons to join

Get inspired by thought leaders in service innovation

Acquire new skills during hands-on workshops

Connect with other service experience experts

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Italy

Germany

Belgium

Denmark

Poland

Switzerland

Great Britain

Greece

USA

SpainPortugal

Camp participantsso far

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www.serviceexperiencecamp.de

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+,)!%(+# $-.,#*

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