Agenda

Michael Weeding
Former Director, Digital, Design Innovation & Growth Transformation
AMP

The first day of the forum will kickstart with sessions diving deep into service design, exploring its effectiveness and nuances to help you move past embryonic understanding of service design and realize the real value of design-based service improvement. The subsequent sessions will dwell on the massive benefits of service design as well as strategic tools and technologies you can leverage on to turn design thinking into real business values. Case studies of local and global organizations in both the government and enterprise sectors who have successfully adopted service design will also be showcased and discussed in great details. These will inspire delegates to push past the status quo and envision future transformative service design roadmaps to reach new heights of customer experience.

Day one of the forum ends with an interactive master class to help delegates go from problem to prototype in 60 minutes – quickly, critically and iteratively. Not only does this provide a great learning and networking opportunity with other design professionals, delegates can expect to gain the expertise necessary to facilitate similar sessions for your teams and organizations.

• Breaking down the barriers: Service Design is not an accessory but a core strategic asset. What designers need to do to integrate better within highly structured organizations
• Constraints: What are the forces that are impact your design team, how to recognize them and what to do about it.
• Do’s and Don’ts: My key learnings from leading a service design team

• Brands hits and misses in radically renewing their organizational structures and processes to fit design thinking and overcoming constraints when designing services
• Making the business case for design-centric service and obtaining buy-in from top management
• Developing strategic service design roadmaps to build a unique competitive advantage in a world of disruptions

• How instant service and instant gratification is impacting organisational service design strategies
• Why customer experience is not enough
• How service design can be effective at managing change

• Journey mapping as an incredibly powerful technique for visualising customer experiences, and getting several separate teams on the same page, for shared understanding of customer problems to solve, and opportunities to grab
• What to do when the experiences do not fit into a neat sequence of boxes and arrows
• Demonstrations of other easy visualization techniques that you and your team can do on your whiteboard, for greater insight and innovation in whatever services you are providing to your customers

• User Journey Mapping

• User Diary

• Service Blueprinting

• Building a clear picture of the user to understand their needs
• Using design to craft new experiences and services
• Mapping customer journeys and understanding the moments that matter most when interacting with your organization
• Capturing user feedback and insights to continuously improve experiences and services

• How the role of customers in service design is changing from passive research subjects to active co-designers and content creators
• Customers, designers and other stakeholders participating in service designs as equals
• How customers participation can affect the success of services directly: better quality, fit to needs and innovation speed

• Strategies that have worked to gain buy-in and shift attitudes in the upper echelons of the business for design thinking to be effective
• Challenges of embedding design thinking, an ambiguous methodology into a highly risk averse culture.
• Leveraging non-traditional methods to implement non-traditional ideas
• Understanding the importance of Design in change management

• Strategies that have worked to gain buy-in and shift attitudes in the upper echelons of the business for design thinking to be effective
• Challenges of embedding design thinking, an ambiguous methodology into a highly risk averse culture.
• Leveraging non-traditional methods to implement non-traditional ideas
• Understanding the importance of Design in change management

• Learn how to go from an idea to a prototype quickly, critically, and iteratively
• Gain the expertise necessary to facilitate similar design workshops for your teams and organizations
• Leave with essential concepts and iterations towards an innovative solution to a novel problem for a near future scenario

• Aligning with organizational strategy, structures and goals and move from a product driven strategy to a service-driven mentality
• Overcoming unique organizations constraints when designing services
• Balancing costs around user focused processes

Panel Discussion: Is Service Design Best Done In-House or Outsourced?

• Pros and cons of having a third-party agency and an in-house team managing your service design strategy
• The time, costs, benefits and frustrations associated with each
• Learning what is best for organization like yours and make the right decision in the battle of in-house vs. outsourced service design

• Partnering with communities to engage them in policy and service design
• Working according to community need to deliver integrated services
• Building coalitions and collective action around common goals

• The strategic imperative of Trust
• Trustworthiness vs. Trustability
• Design guidelines
• Companies that are doing this well

• Ensuring the customer is always at the heart of all ITIL support processes and metrics
• The framework of human-centered ITIL Service Design and how using it has enabled airlines and major organizations to identify how to improve end user experience and staff efficiency
• How this innovative approach to the design of end user support models and metrics has had a resoundingly positive impact for both IT organizations and service providers
• How human-centered ITIL Service Design can make your product or service more usable, efficient, desirable and profitable

• Predictive Analytics massive advantages vis-à-vis marketing and sales forecasting through target marketing and personalized customer experience
• Optimizing your design efforts and achieving the best conversion ratio possible
• Identifying valuable leads through data analytics and behavioral analysis
• Having more granular and accurate tracking of increased data points to easily anticipate trends across channels and touchpoints

• What “value” means beyond our direct relationships by helping our customers better understand their customers
• Looking at opportunities through a whole supply and distribution chain
• Moving from value chains to the whole eco-system: working with competitors or the whole industry groups to address more complex problems and opportunities

• Service Design will continue to grow in importance and influence and interact with other disciplines on equal footing
• Design will continue to rely on timely, local and particular knowledge to develop new integrative approaches to problem solving that blend the approaches of design with approaches of other disciplines
• And how organizations benefit from embedding in a culture of service design and empowering designers

• How to keep design from becoming “just another process” and keeping it as an exciting and innovative methodology
• An alternative approach to service design: “encouraged not implemented”
• Best practices on integrating design practice into organizational fibre

• Explore tools and approaches for designing and communicating a service

• Learn different ways to gain empathy for the user and translating it into meaningful and tangible insights

• Explore different ways to generate ideas for different touchpoints and how to communicate the new service