This is Ben Fausone & Yannic Scheffel’s presentation from Service Experience Camp 2016 on What does your job title really mean, held on Day 1 in Raum 5.

1. B E N FA U S O N E & YA N N I C S C H E F F E L
What does your job
title really mean?

2. Hello!
YA N N I C
B E N

3. As a service designer, how do
you explain your job to people?

4. C H A L L E N G E S A U D I E N C E S T R AT E G I E S
As a service designer, how do
you explain your job to people?

5. C H A L L E N G E S A U D I E N C E S T R AT E G I E S
As a service designer, how do
you explain your job to people?

6. We live in a society
of services, and most
job titles are vague.
C H A L L E N G E S

7. The freaking
T-shaped profile
C H A L L E N G E S

8. Design and the
design process are
confused with styling
by laypeople
C H A L L E N G E S

9. Service design
is confused with
design thinking
C H A L L E N G E S

10. Profession, role
and contribution
are different things
C H A L L E N G E S

11. TA S K 1
A J O B D E S C R I P T I O N B U L L S H I T O M E T E R
BUZZWORD BINGO

12. We’re looking for the brightest -------------- of our
time to define and deliver some of the most
challenging design creativity to some of the
most critical infrastructure driving our
complex world – a world of simultaneously
logical data and irrational humanity.
Design facing: you drive the design execution
for our engagements; you are responsible for
the concept and overall design quality
Client facing: You are the strategic, trusted
partner to our clients. You help them succeed
in their digital transformation.
You help to nurture and grow our client
engagements.
Team facing: You set out the direction to the
team and translate the clients needs for the
design team. You coach and guide the team.
Design planning: You are able identify
opportunities and leads from the client and
are able to translate them to projects with a
defined scope. Projects can be broken down to
actions and individual deliverables. Together
with the Project Manager you can build a plan
and a road map for our design execution.

13. As a --------------, you support corporate teams in
their quest for new business opportunities.
You inspire them with (startup) best practices,
deep user understanding, and relevant tools
and techniques. You are not only coaching this
process, but you also contribute to the ideas.
Finally, you function as a sounding board for
corporate entrepreneurs
What to expect? An example: together with a
colleague, you start off by organizing a
workshop to set the innovation scope with the
innovation team of our client. “Do we aim for
disruptive innovation? What markets do we
plan to address?” Once the desired outcome
has been defined, you help the client to select
a group of open minded employees within
their workforce.

14. Lowe’s -------------- brings the human aspects of
experiences to life by ensuring they are
designing services that work for people. On
one hand, this means an intense focus on
customers, ensuring their needs are being
identified, designed to and fulfilled. On the
other, it means ensuring Lowe’s store
associates and customer personnel are fully
engaged in and equipped for the interactions
that will deliver great customer experiences.
A Lowe’s -------------- must have an innate
understanding of, and facility with, design
thinking and methods. You will be responsible
for contributing to many aspects of the
creative process, always ensuring that the
voice of the customer is represented and
respected. This is a role that will require the
perfect balance of customer empathy, creative
skill, commercial awareness and ability to
deliver.

15. Help develop our product-service strategy
accounts by managing and delivering
projects, and providing excellent client
service!
You will research and analyse contextually
(social, technological and competitive), map
service ecosystems and blueprints and direct
their visualisation; Plan user research, lead
insight analysis and identify opportunity areas
Envision product-service concepts
Create frameworks, tools and training
programmes that enhance our clients’
organisational abilities
You will work with Directors to break down
and structure clients’ issues and frame new
projects, help them write proposals for
complex product-service strategy projects
with existing and new clients.

16. We are seeking a -------------- to join our
Shanghai location. We want someone who has
a unique blend of real-world experience and
theory, someone who likes to blur the lines
between strategy and creative, who has a
passion for bringing market-leading offerings
and new ventures to market. You will begin as
a core member of IDEO’s interdisciplinary
teams and our expectation is that you would
grow into a project leader, responsible for
orchestrating and delivering across all areas
of a design challenge.

17. Your typical tasks: Planning and conducting
user research, leading through the analysis
and synthesis processes to translate insights
and information from the research into
foundation for design and creative and
strategic thinking to develop ideas based on
user needs. You should be experienced with a
wide range of methods for all steps of the
service design process and experimenting
with them to achieve the best result for each
project and be able to articulate and visualize
your findings and ideas.
Other tasks will be: facilitating innovation
workshops together with clients,
collaborating within diverse project teams
and client relations and working responsively
and efficiently within project timelines.

18. TA S K 2
G E T R I D O F A L L T H AT C O N F U S I O N
MATCH-A-TITLE

19. Service design lead
Innovation consultant
Lead Human Designer
Service strategist
Business designer
Service Designer

20. How do you explain
your job to people?
C H A L L E N G E S A U D I E N C E S T R AT E G I E S

21. A U D I E N C E
The layperson

22. A U D I E N C E
The team member

23. A U D I E N C E
The potential client

24. A U D I E N C E
The learner

25. The rest of
your company
A U D I E N C E

26. TA S K 3
D E S C R I B E YO U R J O B U S I N G O N LY
T H E 1 0 0 0 M O S T U S E D W O R D S
UP GOER 5

27. How do you explain
your job to people?
C H A L L E N G E S A U D I E N C E S T R AT E G I E S

28. S T R AT E G I E S
Embrace the bullshit.

29. S T R AT E G I E S
Simplify and get
down to essentials

30. S T R AT E G I E S
List as many skills as
possible, hard and soft

31. S T R AT E G I E S
Share your values
and your mission

32. S T R AT E G I E S
Give examples

33. S T R AT E G I E S
Reject labels:
tell what makes
you unique

34. TA S K 4
A S E R V I C E D E S I G N E R ’ S F I R S T T O U C H P O I N T
BUSINESS CARD

35. What does your job
title really mean?
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