Agenda

  Day 1 – Main Forum Agenda  
     
 Harnessing The Power Of User-Centric Service Design
Beyond just another hype, service design has proven its capabilities to help organizations of all verticals to optimize the next generation customer experience through holistic services. Against today’s competitive landscape, it is more critical than ever for brand leaders to understand the value and benefits of service design, make the business case for design-centric service and obtain organization-wide buy-in.

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.

09:00 am Welcoming Speech, Opening Remarks & Thank You Sponsor Speech by Conference Producer
09:15 am Visionary Keynote: Beyond the Buzzword – Optimizing Next Generation Customer Experience through Holistic Service Design
  • Service Design: What is it, what does it involve and why should you care
  • Moving past embryonic understanding of service design methods and realizing the real value and benefit of design-based service improvement
  • Building brands around customer-centricity in service design to drive growth and disrupt industries
Michael-Weeding-112x128 Michael Weeding
Director, Digital, Design Innovation & Growth Transformation
AMP
AMP
09:45 am Service Design Success Stories: Making Strategic Design a Critical Competency for your Organizations
  • 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
Michael-Weeding-112x128 Michael Weeding
Director, Digital, Design Innovation & Growth Transformation
AMP
AMP
Amrita-112x128 Amrita Bhattacharyya
Head of Customer Strategy and Experience Design
Suncorp Group
suncorp
10:15 am Morning Refreshments & Networking Session
10:30 am Case Study: How Koala.com Has Made User Research and Customer Insights the Backbone of their Design Processes
  • Customer Journey Mapping to accurately visualize a user’s journey through a service, showing all the different interactions they have
  • Discovering the magic moments and paint points of the service to drive improvements and enhancements
  • Taking the user’s point of view to understand their actual experience of the service to inform better service design
11:00 am Case Study: How ANZ Leveraged Customer Persona-Creation to Focus Strategies for a Major Digital Service Upgrade  
  • Leveraging qualitative research to map persona models across different channels
  • Understanding the end user’ future ways of consuming the service offered and navigating themselves through different touchpoints
  • How Personas serve as a useful guide in the design process and help maintain focus and deliver value to users
11:30 am Customer Journey Mapping: What to Do When Maps Don’t Work
  • 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
Ben-Crothers-112x128 Ben Crothers
Principal Design Strategist
Atlassian
Atlassian-icon-blue-onecolor@2x
12:00 pm Roundtable Discussion: Service Design Tools to Supercharge Your Service Design Game
  1. User Journey Mapping
  2. User Diary
  3. User Personas
  4. Service Blueprinting
  5. Experience Prototyping
  6. Business Canvas
shwan-wilkey-112x128 Shawn Wilkey
Director – Service Systems Reform
Department of Premier and Cabinet
Department of Premier and Cabinet
12:45 pm Networking Lunch

Day 1 – Main Forum Agenda (Government Stream)
13:45 pm Delivering Positive Customer Experiences Through User-centered Service Design  
  • 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
 Rohit-Mandanna-112x128 Rohit Mandanna
Customer Centric Program Leader
Office of Environment and Heritage
Office of Environment and Heritage
14:15 pm Case Study: How to Personalize Services for Diverse communities to Overcome Service Delivery Challenges
  • Transforming service delivery approaches through individualised programs fitted for different groups
  • Fostering inclusive communities by using Equity & Inclusion Planning and Audit Tool to review council programs
  • Lessons learned and practical techniques that will help you create and practice inclusive social service design
14:45 Case Study: Co-Design: A Powerful Force for Creativity and Collaboration with Public Service Users
  • Multidisciplinary teams allowing for a range of expertise, knowledge and skills to generate advanced design ideas
  • Ensuring all parts of the service ecosystem is represented and their perspectives and experiences reflected
  • Creating better social services in the long run and ensuring your users are valued and included
Tom-Ryan-112x128 Tom Ryan
Director, Digital Transformation
NSW Department of Finance, Services and Innovation
NSW Department of Finance, Services and Innovation
15:15 pm Afternoon Refreshment & Networking Session  
15:30 pm Embedding Design Thinking and Shifting How Your Organization runs  
  • 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
Selena-Griffith-112x128 Selena Griffith
Senior Lecturer: Design Thinking, Innovation and Entrepreneurship
The Centre for Social Impact
The Centre for Social Impact
16:00 pm Interactive Masterclass: The One hour Design challenge – from Problem to Prototype in 60 minutes
  • 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
17:00 pm Closing Remarks by Forum Chairperson
17:15 pm Champagne Networking Session  
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Day 1 – Main Forum Agenda (Enterprise Stream)
13:45 pm Service Design for the Enterprises – Setting Your Business Up for Design Success  
  • Breaking away from silos and engrained and disconnected systems and processes
  • Mapping out ecosystems in service blueprints to encourage collaborations across different departments
  • Developing collaborative approaches to design to increase innovation and problem solving
 Robert-Homberger-112x128 Robert Homberger
Experience Design Director
ANZ
ANZ
14:15 pm Woolworths Case Study: Designing Inclusive Customer Experiences for All Segments of Your Audience
  • How a policy of diversity and inclusion in design helps improve customer experience and engagement
  • Using diversity an innovation to help design experiences for marginalised customers to win in new markets, become more innovative and accelerate customer centricity
  • Truly understanding the needs of diverse customers and translating these findings into insights to transform customer experience
Octavia-Maddox-112x128 Octavia Maddox
Senior Member Experience Manager
Woolworths Group
woolworths
14:45 Co-creating Services: Telstra Designing with Customers, For Customers
  • 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
Leandro-Gama-112x128 Leandro Garma
General Manager Business Design – Core Mobility, Applications, Managed Services and IoT
Telstra
telstra
15:15 pm Afternoon Refreshment & Networking Session  
15:30 pm Embedding Design Thinking and Shifting How Your Organization Runs  
  • 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
Lydia-Crawford-112x128 Lydia Crawford-Pope
Project Manager, Service Design
Uniting Communities
Uniting Communities
16:00 pm Interactive Masterclass: The One hour Design challenge – from Problem to Prototype in 60 minutes
  • 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
17:00 pm Closing Remarks by Forum Chairperson
17:15 pm Champagne Networking Session  
image-3

  Day 2 – Main Forum Agenda  
     
Service Design In The Digital Area – Limitless Opportunities To Supercharge Your Services

For many organizations, service design focuses on evolving product-focused businesses into service-oriented ones through the use of effective design and superior customer experience. Emerging technologies like AI, Machine Learning and RPA have played a crucial role in service design’s digital transformation and signal a new age of smarter, more efficient and effective service design.

Day two of the forum will discuss the specific how, what and why of these new technologies e.g. Artificial Intelligence, Machine Learning, Customer Experience Cloud and RPA. Delegates can also look forward to sessions on data-driven design and the application of predictive analytics in driving better design decisions. With the knowledge acquired, service designers can look forward to massive benefits like reduction of wait times and errors, improving the overall product acquisition experience, lowering ‘cost to serve’ and increasing products’ value proposition.

Day two of the forum will then proceed with looking towards the future of service design and how to ensure design stays a crucial part of tomorrow’s organisations. Delegates will learn how organisations can help to broaden the skillsets of service designers to increase their influence as well as ensure relevance and rigour in their designs to ensure sustainable competitiveness.

09:00 am Welcoming Speech, Opening Remarks & Thank You Sponsor Speech by Conference Producer
09:15 am Visionary Keynote: Beyond the Buzzword – Optimizing Next Generation Customer Experience through Holistic Service Design
  • Aligning with organizational strategy, structures and goals and move from a product driven strategy to a service-driven mentality
  • Overcoming unique organisations constraints when designing services
  • Balancing costs around user focused processes
 09:45 am

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
Robert-Homberger-112x128 Robert Homberger
Experience Design Director
ANZ
ANZ
Lydia-Crawford-112x128 Lydia Crawford-Pope
Project Manager, Service Design
Uniting Communities
Uniting Communities
10:30 am Morning Refreshments & Networking Session
10:45 am Case Study: Australia Post Crossing The Chasm: Understanding Artificial Intelligence & Machine Learning for Service Design
  • AI and machine learning to automate the customer care process in a 24/7 on-demand world
  • Customer service centers to have deeper foresights into future outcomes, recommendations on action courses and higher productivity
  • Best practices to design the customer experiences and training algorithms to improve the customer journeys and drive customer satisfaction
11:15 am Case Study: Virtual Reality for Pfizer Australia  – Limitless Possibilities for Service Design  
  • VR triggering a wave of new possibilities for creating and enhancing customer experiences and helping service designers to create the services of tomorrow
  • Service designers to use VR as a customer service interface and as a tool for prototyping and service development
  • VR in Software-as-a-Service for applications in various industry verticals
11:45 am Human-Centered & ITIL Service Design
  • 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
Katrina-Macdermid-112x128 Katrina Macdermid
Director
KayJayEm Services
KJM Logo
12:30 pm Networking Lunch
13:30 pm Data-driven Design: How Big Data & Analytics Will Empower the Future of Customer Experience and Service for NAB  
  • What can advanced analytics provide to service design decision making?
  • Ensuring the service designed is able to meet the customer’s needs more effectively and efficiently, make interactions faster and easier and, consequently, increase customer satisfaction and the likelihood of repeat visits
  • Data empowering brands to effectively understand how to develop experiences for their customers in a way that benefits all parties
Michael-Karavas-112x128 Michael Karavas
Director, STP Design Lead
Australian Taxation Office
Australian Taxation Office
14:15 pm Predictive Intelligence: How Predictive Analytics drive Design Decisions in Big Ways
  • 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
15:00 pm Afternoon Refreshment & Networking Session  
15:15 pm Moving Between Complicated and Complex – How Articulating “Value” in Different Environments Can Help Large Organizations and B2B Corporates Make Impact  
  • 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
Tobias-Robinson-112x128 Tobias Robinson
Design Lead Customer Journey
Westpac Institutional Bank
Westpac
15:45 pm How Organizations have Broadened the Skillsets of Service Designers to Increase their Influence in The Organization
  • Embedding service design culture at the organization
  • How designers’ skillsets can be broadened with Agile methodology to increase their influence in product features team
  • Assessing the impact of designers on customer experience
 meera-pankhania-112x128 Meera Pankhania
Head of Service Design (Director)
Digital Transformation Agency
Digital Transformation Agency
16:15 pm Panel Discussion: Ensuring Relevance and Rigour in Design to Improve Organizational Uptake
  • 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
Ginger-Nocom-112x128 Ginger Nocom
Group Head of Change Management
Ruralco Holdings Limited – Australian Agribusiness
Ruralco
17:00 pm Closing Remarks by Forum Chairperson

  Day 3 – Post-Forum Workshop and Site Tour  
     
09:00 am Workshop: Service Design That Delights – Establishing Solid Design Systems To Inform Better User Experience
The workshop will offer delegates a much closer look at some of the key tools used in the service design process in order to understand what people need and how to translate that into meaningful insights for the business, and essentially into a user-centric service.

  • Explore tools and approaches for designing and communicating a service
  • Understand the improvements required to be made in both front stage and backstage aspects of a service
  • The Principles of Good Service Design and Design Thinking
  • 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

Designers man drawing website ux app development. User experience concept.

12:30 pm Networking Luncheon
13:30 pm Service Design Site Tour
In this exclusive site tour, delegates will have a glimpse of the future of service for tomorrow’s customers. Delegates will be able to get up-close and personal with user-centric designs that are tailored to the finest details of customers and learn how ‘design thinking’ is used to help the organization stay ahead of the curve in terms of service innovation. Hear from the leading experts in the service design field on how to ignite a successful service design strategy for the next generation of customer experience.

L19075 EDM2 site tour