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Service Experience Camp 2016
Service Design and Change
in Corporate Contexts
Berlin, 18. Nov 2016
© Aperto 2016 – An IBM Company 2
That's us
Klaus Rüggenmann
Creative Director UX
Aperto
Carlo Schulz
Team Lead Experience Design
IBM iX
© Aperto 2016 – An IBM Company 3
About our session at Service Experience Camp 2016, Berlin
The value of Service Design has been recognized by major companies: Large, previously non-design and
non-digital organizations are struggling to integrate Design culturally and methodically to come up with
successful digital innovation processes.
Us, Klaus from Aperto and Carlo from IBM iX, shared IBMs own efforts to implement a design program,
talked about the methodology IBM has developed to help large organisations transform to be more design
driven and also adressed challenges these projects sometimes have.
After the talk, we had a very productive workshop session with the audience to find out about their own
experiences with these challenges and the remedies they found for them.
#scaling #designthinking #innovation #challenges
http://serviceexperiencecamp.de/barcamps.html
© Aperto 2016 – An IBM Company 4
“There’s a new wave of design leadership emerging, and
our keynotes represent the evolution of service
experience. From shifting large organizations to be
more design centric, to shaping and building design-
forward companies, to providing industry-leading
customer focused innovation insights to the broader
business community, this amazing lineup is sure to
inform, inspire, and delight!“
Service Experience Conference, San Francisco
Newsletter Intro
http://login.timetosend.net/t/ViewEmail/r/0791753CA17FA6B92540EF23F30FEDED/3FD5DA3BF47EE7823FEC1D8A50AFD3BD
Service Design and Change in Corporate Contexts - Service Experience Camp 2016
Service Design and Change in Corporate Contexts - Service Experience Camp 2016
7© Aperto 2016 – An IBM Company
based in Germany
one of the biggest
digital agencies
part of IBM iX
Top
10
Heads
300
Employees
(GER and CH)
We design the digitized world
UX Designers, Designers,
Creative Developers
IT Experts, Developers, Techn.
Project Managers
Strategists, Online Marketing
Experts
Content Experts, Editors
Consultants,
Account Managers
300HEADS
8© Aperto 2016 – An IBM Company
Agency Model – We connect WOW & HOW
Communication
& Campaigns
Platforms
& Experiences
Digital Products
& Services
9© Aperto 2016 – An IBM Company
2016: We are part of the IBM Family!
IBM Design
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 11
Transformation of IBM
Service Design and Change in Corporate Contexts - Service Experience Camp 2016
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 13
An awesome differentiated client experience
requires that it is given the highest priority
People + Places + Practices = Outcomes
People
Ginni Rometty
IBM CEO
Phil Gilbert
GM IBM Design
Skills for Designing at Scale
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Recruiting hundreds of designers into IBM
IBM Design :: ©2015 IBM Corporation
IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation
Developing Skills Across the Company
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 22IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
IBM Design Education Classes & Workshops

for IBM & our Clients Experiential learning of IBM Design Thinking

for executives (1/2 to 1 day) project teams (4-5 days), and new hires (3
months).
Places
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
IBM Studios
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
IBM iX GBS :: © 2015 IBM Corporation :: IBM ConfidentialIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 26
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 27
Austin
New York
RTPAtlanta
Ottawa
Toronto
Shanghai
Boston
SVL
Dublin /
Hursley
Bangalore
Beijing
Groningen
London
Melbourne
Mexico City
Sao Paulo
Tokyo
Hamburg
Chicago
Johannesburg
Paris
Dubai
San Francisco
Global Scale and Collaboration of IBM Design Thinking - Worldwide IBM Studios
Practices
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Radical Collaboration is Essential 
Business
Solutions / Services
Technical
Design
IBM Design :: ©2015 IBM Corporation 29
IBM iX GBS :: © 2015 IBM Corporation :: IBM ConfidentialIBM Design :: ©2015 IBM Corporation 30
Brainstorming using Design Artifacts
Stakeholder Map Empathy Map Scenario Map
Wireframe Technical Prototype Feedback Grid Prioritization Grid
Story Map
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
The Loop
The Keys
Principles
A focus on user

outcomes
Diverse
empowered teams
Restless

reinvention
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Principles
IBM Design Thinking
The Loop 
Observe
 Reflect
 Make
© 2016 IBM Corporation | IBM Confidential
Hills
 Playbacks
 Sponsor
users
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
The Keys
Align on intent.

Great outcomes begins with a shared
understanding of intent. 

Hills are statements of intent written as
meaningful user outcomes. They tell you
where to go, not how to get there.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Hills
Anatomy of a Hill

I believe that this nation should commit itself to achieving the
goal […] of landing a man on the moon and returning him safely 

to the earth. — John F. Kennedy, Jr.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Hills
Get everyone 
in the loop.

Not everyone has time to be in every loop.
Don’t let your teams fall out of sync.

Playbacks are a time to reflect together. 

Bring your extended team and stakeholders
into the loop in a safe, inclusive space.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Playbacks
Keep the focus on users.

Reveal their values, beliefs and knowledge. Expose what’s 

at stake for them. The more your audience can empathize 

with them, the more valuable their feedback will be.
Playbacks
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Break the empathy
barrier.

Empathy can only take you so far. If you’re 

not a pilot, you’ll never know how it feels 

to land an airliner.

Sponsor Users are users who bring their lived
experience and domain expertise to the team.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Sponsor Users
www.ibm.com/design/thinking/!
41© Aperto 2016 – An IBM Company
Helping big clients to innovate and
become more design driven is a tough job!
42© Aperto 2016 – An IBM Company
Top challenges in scaling Service Design to corporate contexts
#1
It's big. Very big,
sometimes.
#3
Act like a startup,
scale like an enterprise
#2
Reconnect Lab and
Company
#5
Corporate division thinking
may be difficult to
overcome
#4
Projects have been set up
from a tech perspective
#6
Lack of internal design
methods & processes
43© Aperto 2016 – An IBM Company
#1 It's big. Very big, sometimes.
© Aperto Move 2016 – An IBM Company
Innovation stream to test new business models (B2B) for a global Chemical Company
© Aperto Move 2016 – An IBM Company
Exploration & Scoping
DONE
Ideation
Step 1
Prototyping & Validation
Step 2
Scale-Up
Step 3
Ideas Canvas Pitch
Lo-Fi
Prototypes
Hi-Fi
Prototypes
Pilot MVP & Grow
Produce innovative digital
business models in
workshops.
Use prototypes to get
feedback from customers &
improve business models.
Pilot minimum viable product
in test market and roll out.
Develop a challenge and align
with team and sponsors.
We were plunged in a huge, orchestrated innovation project across all global sectors. Massive.
Challenge: It must be strategically set up and steered. And it was (but the steering was not our part).
46© Aperto 2016 – An IBM Company
#2 Reconnect Lab and Company
© Aperto Move 2016 – An IBM Company
All major companies are founding Digital Labs, in which protototypes and MVPs are developed
(the below are just random examples)
© Aperto Move 2016 – An IBM Company
Challenge: When decision to launch an MVP is imminent, Lab and Company have to reconnect on IT
regulations, money and lots of things you wouldn't dream of.
49© Aperto 2016 – An IBM Company
#3 Act like a startup,
scale like an enterprise
50© Aperto 2016 – An IBM Company
In a Prototyping Hackathon we created and delivered a working prototype app within days
Persona
Empathy
Map
User
Journey
Lo-Fi
Prototype
Crowd
Testing
Hi-Fi
Prototype
Functional
Crowd
Testing
Coded
Protoype
Future
Scenario
Mid-Fi
Prototype
Design Thinking Agile Delivery & Lean UX
51© Aperto 2016 – An IBM Company
A collaborative Design Thinking Workshop sets the foundation for the rapid prototyping
52© Aperto 2016 – An IBM Company
After identifying the scenario the team starts the rapid prototyping
53© Aperto 2016 – An IBM Company
The hi-fi protoype is the next incremental step where validated
ideas are improved and technically implemented.
54© Aperto 2016 – An IBM Company
After 8 days we presented a running demo app. But the corporate client was interested in something else.
Challenge: Could we scale a product really quickly if successful as MVP?
55© Aperto 2016 – An IBM Company
#4 Projects have been set-up
from a tech perspective
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
MobileBankingapplicationproject
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Challenge:Togetthedesiredprojectoutcomeinatech-drivenenvironmentrequiresdesignerstonot
justunderstandtheirusers,butalsotheirdevelopersandbusinesscounterparts!
58© Aperto 2016 – An IBM Company
#5 Corporate Division Thinking
may be difficult to overcome
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Jobseekersportalrelaunch
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Everydepartmentaddedtheirrequirements,noonewasresponsibleforthefinalresult
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Challenge:Fromwritingdownisolatedrequirementstothinkingabouttheusers'experience–together.
143 pages like this
62© Aperto 2016 – An IBM Company
#6 Lack of internal
design methods & processes
63© Aperto 2016 – An IBM Company
Strategie 2017
IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
HelpinganIT-Serviceprovidertocreateasustainablecultureofdesigningforhumanneeds
The Method
The Toolkit
Testing the product
1
2
3
4
Day
Day
Day
Day
Intro to product and user centered design
65© Aperto 2016 – An IBM Company
Elements Components Patterns
66© Aperto 2016 – An IBM Company
Challenge: It's the mindset, not the tools!
New design methods and processes have to come to life and be accepted in the company.
67© Aperto 2016 – An IBM Company
Top challenges in scaling Service Design to corporate contexts
#1
It's big. Very big,
sometimes.
#3
Act like a startup,
scale like an enterprise
#2
Reconnect Lab and
Company
#4
Projects have been set up
from a tech perspective
#5
Corporate division thinking
may be difficult to
overcome
#6
Lack of internal design
methods & processes
© Aperto 2016 – An IBM Company 68
Thank you!
Klaus Rüggenmann
Creative Director UX
Aperto
Carlo Schulz
Team Lead Experience Design
IBM iX
Service Design and Change in Corporate Contexts - Service Experience Camp 2016

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Service Design and Change in Corporate Contexts - Service Experience Camp 2016

  • 1. Service Experience Camp 2016 Service Design and Change in Corporate Contexts Berlin, 18. Nov 2016
  • 2. © Aperto 2016 – An IBM Company 2 That's us Klaus Rüggenmann Creative Director UX Aperto Carlo Schulz Team Lead Experience Design IBM iX
  • 3. © Aperto 2016 – An IBM Company 3 About our session at Service Experience Camp 2016, Berlin The value of Service Design has been recognized by major companies: Large, previously non-design and non-digital organizations are struggling to integrate Design culturally and methodically to come up with successful digital innovation processes. Us, Klaus from Aperto and Carlo from IBM iX, shared IBMs own efforts to implement a design program, talked about the methodology IBM has developed to help large organisations transform to be more design driven and also adressed challenges these projects sometimes have. After the talk, we had a very productive workshop session with the audience to find out about their own experiences with these challenges and the remedies they found for them. #scaling #designthinking #innovation #challenges http://serviceexperiencecamp.de/barcamps.html
  • 4. © Aperto 2016 – An IBM Company 4 “There’s a new wave of design leadership emerging, and our keynotes represent the evolution of service experience. From shifting large organizations to be more design centric, to shaping and building design- forward companies, to providing industry-leading customer focused innovation insights to the broader business community, this amazing lineup is sure to inform, inspire, and delight!“ Service Experience Conference, San Francisco Newsletter Intro http://login.timetosend.net/t/ViewEmail/r/0791753CA17FA6B92540EF23F30FEDED/3FD5DA3BF47EE7823FEC1D8A50AFD3BD
  • 7. 7© Aperto 2016 – An IBM Company based in Germany one of the biggest digital agencies part of IBM iX Top 10 Heads 300 Employees (GER and CH) We design the digitized world UX Designers, Designers, Creative Developers IT Experts, Developers, Techn. Project Managers Strategists, Online Marketing Experts Content Experts, Editors Consultants, Account Managers 300HEADS
  • 8. 8© Aperto 2016 – An IBM Company Agency Model – We connect WOW & HOW Communication & Campaigns Platforms & Experiences Digital Products & Services
  • 9. 9© Aperto 2016 – An IBM Company 2016: We are part of the IBM Family!
  • 11. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 11 Transformation of IBM
  • 13. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 13 An awesome differentiated client experience requires that it is given the highest priority
  • 14. People + Places + Practices = Outcomes
  • 19. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Recruiting hundreds of designers into IBM IBM Design :: ©2015 IBM Corporation
  • 20. IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation
  • 22. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 22IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential IBM Design Education Classes & Workshops
 for IBM & our Clients Experiential learning of IBM Design Thinking
 for executives (1/2 to 1 day) project teams (4-5 days), and new hires (3 months).
  • 24. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential IBM Studios
  • 25. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
  • 26. IBM iX GBS :: © 2015 IBM Corporation :: IBM ConfidentialIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 26
  • 27. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 27 Austin New York RTPAtlanta Ottawa Toronto Shanghai Boston SVL Dublin / Hursley Bangalore Beijing Groningen London Melbourne Mexico City Sao Paulo Tokyo Hamburg Chicago Johannesburg Paris Dubai San Francisco Global Scale and Collaboration of IBM Design Thinking - Worldwide IBM Studios
  • 29. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Radical Collaboration is Essential Business Solutions / Services Technical Design IBM Design :: ©2015 IBM Corporation 29
  • 30. IBM iX GBS :: © 2015 IBM Corporation :: IBM ConfidentialIBM Design :: ©2015 IBM Corporation 30 Brainstorming using Design Artifacts Stakeholder Map Empathy Map Scenario Map Wireframe Technical Prototype Feedback Grid Prioritization Grid Story Map
  • 31. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential The Loop The Keys Principles
  • 32. A focus on user
 outcomes Diverse empowered teams Restless
 reinvention IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Principles
  • 33. IBM Design Thinking The Loop Observe Reflect Make © 2016 IBM Corporation | IBM Confidential
  • 34. Hills Playbacks Sponsor users IBM Design Thinking © 2016 IBM Corporation | IBM Confidential The Keys
  • 35. Align on intent. Great outcomes begins with a shared understanding of intent. Hills are statements of intent written as meaningful user outcomes. They tell you where to go, not how to get there. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Hills
  • 36. Anatomy of a Hill I believe that this nation should commit itself to achieving the goal […] of landing a man on the moon and returning him safely 
 to the earth. — John F. Kennedy, Jr. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Hills
  • 37. Get everyone in the loop. Not everyone has time to be in every loop. Don’t let your teams fall out of sync. Playbacks are a time to reflect together. 
 Bring your extended team and stakeholders into the loop in a safe, inclusive space. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Playbacks
  • 38. Keep the focus on users. Reveal their values, beliefs and knowledge. Expose what’s 
 at stake for them. The more your audience can empathize 
 with them, the more valuable their feedback will be. Playbacks IBM Design Thinking © 2016 IBM Corporation | IBM Confidential
  • 39. Break the empathy barrier. Empathy can only take you so far. If you’re 
 not a pilot, you’ll never know how it feels 
 to land an airliner. Sponsor Users are users who bring their lived experience and domain expertise to the team. IBM Design Thinking © 2016 IBM Corporation | IBM Confidential Sponsor Users
  • 41. 41© Aperto 2016 – An IBM Company Helping big clients to innovate and become more design driven is a tough job!
  • 42. 42© Aperto 2016 – An IBM Company Top challenges in scaling Service Design to corporate contexts #1 It's big. Very big, sometimes. #3 Act like a startup, scale like an enterprise #2 Reconnect Lab and Company #5 Corporate division thinking may be difficult to overcome #4 Projects have been set up from a tech perspective #6 Lack of internal design methods & processes
  • 43. 43© Aperto 2016 – An IBM Company #1 It's big. Very big, sometimes.
  • 44. © Aperto Move 2016 – An IBM Company Innovation stream to test new business models (B2B) for a global Chemical Company
  • 45. © Aperto Move 2016 – An IBM Company Exploration & Scoping DONE Ideation Step 1 Prototyping & Validation Step 2 Scale-Up Step 3 Ideas Canvas Pitch Lo-Fi Prototypes Hi-Fi Prototypes Pilot MVP & Grow Produce innovative digital business models in workshops. Use prototypes to get feedback from customers & improve business models. Pilot minimum viable product in test market and roll out. Develop a challenge and align with team and sponsors. We were plunged in a huge, orchestrated innovation project across all global sectors. Massive. Challenge: It must be strategically set up and steered. And it was (but the steering was not our part).
  • 46. 46© Aperto 2016 – An IBM Company #2 Reconnect Lab and Company
  • 47. © Aperto Move 2016 – An IBM Company All major companies are founding Digital Labs, in which protototypes and MVPs are developed (the below are just random examples)
  • 48. © Aperto Move 2016 – An IBM Company Challenge: When decision to launch an MVP is imminent, Lab and Company have to reconnect on IT regulations, money and lots of things you wouldn't dream of.
  • 49. 49© Aperto 2016 – An IBM Company #3 Act like a startup, scale like an enterprise
  • 50. 50© Aperto 2016 – An IBM Company In a Prototyping Hackathon we created and delivered a working prototype app within days Persona Empathy Map User Journey Lo-Fi Prototype Crowd Testing Hi-Fi Prototype Functional Crowd Testing Coded Protoype Future Scenario Mid-Fi Prototype Design Thinking Agile Delivery & Lean UX
  • 51. 51© Aperto 2016 – An IBM Company A collaborative Design Thinking Workshop sets the foundation for the rapid prototyping
  • 52. 52© Aperto 2016 – An IBM Company After identifying the scenario the team starts the rapid prototyping
  • 53. 53© Aperto 2016 – An IBM Company The hi-fi protoype is the next incremental step where validated ideas are improved and technically implemented.
  • 54. 54© Aperto 2016 – An IBM Company After 8 days we presented a running demo app. But the corporate client was interested in something else. Challenge: Could we scale a product really quickly if successful as MVP?
  • 55. 55© Aperto 2016 – An IBM Company #4 Projects have been set-up from a tech perspective
  • 56. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential MobileBankingapplicationproject
  • 57. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Challenge:Togetthedesiredprojectoutcomeinatech-drivenenvironmentrequiresdesignerstonot justunderstandtheirusers,butalsotheirdevelopersandbusinesscounterparts!
  • 58. 58© Aperto 2016 – An IBM Company #5 Corporate Division Thinking may be difficult to overcome
  • 59. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Jobseekersportalrelaunch
  • 60. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Everydepartmentaddedtheirrequirements,noonewasresponsibleforthefinalresult
  • 61. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential Challenge:Fromwritingdownisolatedrequirementstothinkingabouttheusers'experience–together. 143 pages like this
  • 62. 62© Aperto 2016 – An IBM Company #6 Lack of internal design methods & processes
  • 63. 63© Aperto 2016 – An IBM Company Strategie 2017
  • 64. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential HelpinganIT-Serviceprovidertocreateasustainablecultureofdesigningforhumanneeds The Method The Toolkit Testing the product 1 2 3 4 Day Day Day Day Intro to product and user centered design
  • 65. 65© Aperto 2016 – An IBM Company Elements Components Patterns
  • 66. 66© Aperto 2016 – An IBM Company Challenge: It's the mindset, not the tools! New design methods and processes have to come to life and be accepted in the company.
  • 67. 67© Aperto 2016 – An IBM Company Top challenges in scaling Service Design to corporate contexts #1 It's big. Very big, sometimes. #3 Act like a startup, scale like an enterprise #2 Reconnect Lab and Company #4 Projects have been set up from a tech perspective #5 Corporate division thinking may be difficult to overcome #6 Lack of internal design methods & processes
  • 68. © Aperto 2016 – An IBM Company 68 Thank you! Klaus Rüggenmann Creative Director UX Aperto Carlo Schulz Team Lead Experience Design IBM iX