How I Learned to Stop Worrying and Give Service Design Away
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Jamin Hegeman discusses the challenges and opportunities of implementing service design at scale within organizations, specifically at Capital One. He emphasizes the importance of collaboration, trust, and the need to give away ideas to foster a culture of service design. The presentation highlights practical strategies for scaling service design, such as building relationships and sustaining organizational capability.
How I Learned to Stop Worrying and Give Service Design Away
- 1. How I Learned to Stop Worrying and Give Service Design Away Jamin Hegeman VP of Design, Financial Services, Capital One @jamin Service Design Global Conference Nov 3, 2017 Madrid
- 2. Is change hard in your organization?
- 3. Do you have all the resources you need?
- 4. Have you implemented service design at scale?
- 6. 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
- 8. WHY?
- 9. It won’t get done well. Service design is craft, skill, experience, right?
- 10. I won’t be needed. This is my baby.
- 11. It won’t work at scale. We don’t have all the answers yet.
- 12. Jamin Hegeman @jamin Stop Worrying Service Design at Scale 12 2014 2015 2016 2017 2018 Within Capital One Financial Services Scale 1 Adaptive Path Acquired
- 13. Jamin Hegeman @jamin Stop Worrying Opportunities ‣ Build stronger (and longer) relationships ‣ Drive culture change ‣ Build organizational capability ‣ Sustain the work ‣ Be the glue 13
- 14. Jamin Hegeman @jamin Stop Worrying Service Design at Scale 14 2014 2015 2016 2017 2018 Within Capital One Financial Services Scale 3 Project 2 Workshop 1 Adaptive Path Acquired
- 16. Jamin Hegeman @jamin Stop Worrying Service Design at Scale 16 2014 2015 2016 2017 2018 Within Capital One Financial Services Scale 5 Leadership 4 Reverse Engineering 3 Project 2 Workshop 1 Adaptive Path Acquired
- 17. Jamin Hegeman @jamin Stop Worrying 17 JUNGINGER, S. DESIGN IN THE ORGANIZATION: PARTS AND WHOLES. DESIGN RESEARCH JOURNAL, 2, 9 (2009), SWEDISH DESIGN COUNCIL (SVID), 23-29.
- 18. Jamin Hegeman @jamin Stop Worrying Service Design at Scale 18 2014 2015 2016 2017 2018 Within Capital One Financial Services Scale Designer Training 7 6 Blueprint Pilots 5 Leadership 4 Reverse Engineering 3 Project 2 Workshop 1 Adaptive Path Acquired
- 20. Jamin Hegeman @jamin Stop Worrying mappingexperiences.com 20
- 21. Jamin Hegeman @jamin Stop Worrying bit.ly/ServiceBlueprintingGuide 21
- 22. Jamin Hegeman @jamin Stop Worrying Service Design at Scale 22 2014 2015 2016 2017 2018 Within Capital One Financial Services Scale 10 Experience Model 9 Org Training 8 CX System Designer Training 7 6 Blueprint Pilots 5 Leadership 4 Reverse Engineering 3 Project 2 Workshop 1 Adaptive Path Acquired
- 27. Jamin Hegeman @jamin Stop Worrying 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
- 28. 5,000 people 4 businesses 3 service design tools 50 designers
- 29. ANYTHING NEW IS HARD
- 31. Jamin Hegeman @jamin Stop Worrying 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.
- 32. IT’S A JOURNEY
- 33. Jamin Hegeman @jamin Stop Worrying 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
- 34. Jamin Hegeman @jamin Stop Worrying A Rounded Approach 34by Kipum Lee - Maya Tokayer / Touchpoint Journal
- 35. IT’S MORE THAN TOOLS
- 36. Why and what is easier than how and when. The latter take experience and judgment.
- 37. Jamin Hegeman @jamin Stop Worrying 37
- 38. Jamin Hegeman @jamin Stop Worrying 38 INTERACTIONS CUSTOMER STAFF PRODUCTS TOOLS STRUCTURE CULTUREPROCESSES CUSTOMER EXPERIENCE BIZ & STAFF EXPERIENCE SX
- 39. WE NEED MORE TOOLS
- 40. Think Big, Start Small But we don’t know how to connect the two.
- 41. Jamin Hegeman @jamin Stop Worrying 41 ImplementationService Design Adaptor
- 42. Jamin Hegeman @jamin Stop Worrying 42 Vision Implementation Experience Management
- 43. Jamin Hegeman @jamin Stop Worrying 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
- 45. Jamin Hegeman @jamin Stop Worrying 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
- 46. Jamin Hegeman @jamin Stop Worrying 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 picture Con: 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
- 47. Jamin Hegeman @jamin Stop Worrying Orchestration 47 Research Consideration Application Payment Payoff E2E Management
- 48. SO, WHEN SCALING SERVICE DESIGN
- 49. Be a designer. An organization is a design.
- 50. Your way is not the way. Co-create and adapt.
- 51. Start small. Then commit and learn together.
- 52. Invent new tools. Because we haven’t seen everything yet.
- 53. Stop worrying. Give it away. Because we’re all designers when it comes to service experience.