LEAN SERVICE DESIGN

•10 minute lightning talk about the evolving service design practice at MxM

LEAN SERVICE

MONOLITHIC STRATEGY•I always wanted to be a strategist•But I was disabled by being good at making things (and too honest)•Old service design too many diverse touchpoints (we can’t make them all)•New Service design centres on contextual digital touchpoints (mobile & web)•As a result we can own more of the making process

LEAN STARTUP

SERVICE DESIGN

AGILE•Nicked the best bits from all three•Service Design plays well with large orgs (handles big problems)•Service Design Good for managing innovation process (diverse disciplines in teams)•Lean for minimum viable prduct and and Launch & Learn product process•Agile for the specifying, making and managing process

MAKING STUFF

•A practice not a dogma

DISCOVER YOUR PIONEERS

•Look for evidence of the activity you need•Luckily we had Skype so near to face was easy•5 people is a good number for insights (more than that and your creating insight debt)•Insights with pairs of friends is best as they chat between themselves and make less up•Rolling insight and testing is the hardest bit but the most important

TEST NOW

•Find the fastest way to a test•Take your assumptions and push them simple filter process

DRAW AND PLAY MORE

•Use drawing as a brainstorming technique•Manufacture rapid paper prototypes•Keep working together for as long as possible

MAXIMISE AUTONOMY

•Bring developers upstream in the process•Pair devs with designers•Use realtime designing and building•This is more risky but creates better teams

JUST IN TIME IA

•Bring developers upstream in the process•Pair devs with designers•Use realtime designing and building•This is more risky but creates better teams

TitleDescriptionTopic items

Available timeCost option

Skype IDPassword

View offer details

and topics

- logged in notify offer owner - not

logged in Alert ‘You need to be

logged in’

Save link to offer in profile

Login page

A web form to capture the key points of Jim’s

offer

Jim’s Design Co. Sarah’s floristNarrative Touchpoint Process

Sarah can see Jim’s offer while browsing

NarrativeTouchpoint

Sarah can save an offer she thinks might

be interesting

Sign in / Sign up to Sype

She clicks ‘Request meeting’

Redirect New user to

profile/new

Redirect existing user to users/id

Save and publish to live

Save as draft to profile

An offer

“I want to sign in with my Skype ID”

“I want to create an offer outlining how my company

can help other SMBs with their

brands”

“I get an email if someone is

interested in meeting up”

“I can search all available the

offers and discussions”

“I like the sound of Jim’s offer, I’d like

to have a quick chat and find out

more”

INVENT TOOLS

•Keep thinking of new ways to describe things•Prototype with realtime chat•Create forums for designers and devs to collaborate.•Facilitate this experience

Shared vision• Simple statement of goals / aims / intentions

Success criteria• Testable expectations• Customer satisfaction• Sign ups / New users• Sales increase• International reach• Social network reach

Assumptions• Things that need validation

Current situation• Background and context• Competition• Qualitative assessment• Analytics / Trends

Constraints• Budget• Available time

Why• Business segments• Root-cause analysis

Risks• Dilution / Control

Charter

USE CHARTERS

•Nicked from agile•Simple tool to define short/long term objectives•Creates focus

SKYPE IN THE CLASSROOM

WE GAVE THEM A STORY ENGINE

SKYPE WANTED SOME STORIES

•3 slide case study•Skype knew teachers were using it in the classroom•We converted a marketing & PR strategy into a service

•A collaborative utility•Generates amazing stories on it’s own•It’s easier to capture the need not the outcome•About ideas in time not artefacts

•(This page shows a teacher looking to work on a project about Inuits. She got a responce from a teacher from Yupik community)

BLUEPRINT THE FUTURE

•Scale ambition - not the promise•Create small pieces of evidence•Create examples of future service ecologies•Then think what happened to get here•Work with the complexities of the large org stakeholders (help them with ‘elevator pitches’)

INSPIRING TEACHERS

AMAZING EDUCATIONAL EXPERIENCES

PLACE TO SKYPE BRAND

•The outcome•A powerful utility•Everybody wins

•This looks a lot like the triple bottom line...

PEOPLE

PLANET PROFIT

•The triple bottom line big part of service design agenda

NOTHING IS FOREVERNOTHING IS FINISHEDNOTHING IS PERFECTNOTHING IS THE SAME

•Reiterate... wabi•Embrace project diversity•No project is ever the same•One size fits all process is a myth•Have a few generic tools that are constantly customised

THANK YOU

@SAULPIMS