DAY ONE – OCT 2nd 2015 at Global Service Design Conference NYC WORKSHOP / / more info at: http://service-design-conference.com/speaker-lineup/6372/

1. DRAF
Breaking The Blueprint
Hybrid tools for future
services
Chris Ferguson | Bridgeable | @chrisferg
Chad Story | Bridgeable | @chadstory
October 2nd, New York City

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PRESENTATION TITLE
⎯ WELCOME!⎯
FIND A PARTNER
&
TALK ABOUT YOUR FAVOURITE SERVICE DESIGN TOOL
WARM UP
5 minutes

3. DRAF
⎯ IDEA 1 ⎯
TOOLS AREN’T
THE ANSWER

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PRESENTATION TITLE
INCREASINGLY, SERVICE
DESIGNERS ARE BEING
CONTACTED TO PRODUCE
TOOLS, SUCH AS JOURNEY MAPS

5. Tool Problem

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PRESENTATION TITLE
Tools aren’t
the answer.
⎯ IDEA 2 ⎯
START WITH
THE PROBLEM

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PRESENTATION TITLE
SERVICE DESIGNERS ARE BEING
ASKED TO COMPLETE
INCREASINGLY COMPLEX TASKS.

8. ToolProblem

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PRESENTATION TITLE
⎯ WHO ARE WE? ⎯
WE BRIDGE THE GAP BETWEEN
WHAT ORGANIZATIONS KNOW
AND WHAT THEY DO.
TORONTO

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PRESENTATION TITLE
KNOW
Data, analytics, insights,
strategy…
DO
Services, Interactions,
Customer Experience…

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PRESENTATION TITLE
TRANSLATION
Connecting human understanding
with real innovation
opportunities for customers

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PRESENTATION TITLE
⎯ CASE STUDIES ⎯
DISCRETE
vs.
SYSTEMIC

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PRESENTATION TITLEDISCRETE vs. SYSTEMIC
Hybridization
Systemic LevelService Level Organization Level

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PRESENTATION TITLE
⎯ FOODSHARE ⎯
DISCRETE PROBLEM,
CLEAR TOOLS.

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PRESENTATION TITLE
FoodShare’s Catering Service
DISCRETE PROBLEM, CLEAR TOOLS.

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PRESENTATION TITLE
FIELD TO TABLE MADE
PHENOMENAL FOOD, BUT
FIELD TO TABLE MADE
PHENOMENAL FOOD, BUT
THE SERVICE WAS TERRIBLE.
DISCRETE PROBLEM, CLEAR TOOLS.

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PRESENTATION TITLE
EXPERIENCE MAP
Synthesizing the experience
DISCRETE PROBLEM, CLEAR TOOLS.

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PRESENTATION TITLE
Key Contact Name:
Contact Phone Number:
Date:
Delivery Address:
Delivery Time:
Departure Time:
Number of Guests:
IN EVERY ORDER:
______ = # of items
SET-UP:
EVENT DETAILS:
_____ Napkins
_____ Forks
_____ Knives
_____ Spoons
_____ Plates (Biodegradable)
_____ Plates (Reusable)
_____ Story cards
_____ Thank you cards
_____Cups (Cold)
_____ Mugs
DELIVERY SET-UP
FOOD/
BEVERAGES
CONDIMENTS/
ADD-ONS
ALLERGEN
LABELS
UTENSILS &
QUANTITY
MENU LABELS SPECIAL DIETS
plates
napkins cutlery
labellabel label label label label
label
cups
story cards
appetizer appetizer
main main
dessert dessert
drink
station
condiment condiment condiment condiment
ser
vin
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ser
vin
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ser
vin
g ute
nsi
l
ser
vin
g ute
nsi
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ser
vin
g ute
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Delivery Process Map
DISCRETE PROBLEM, CLEAR TOOLS.

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PRESENTATION TITLE
BLUEPRINT
Synthesizing the experience
DISCRETE PROBLEM, CLEAR TOOLS.

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PRESENTATION TITLEDISCRETE PROBLEM, CLEAR TOOLS.
Clearly defined team leads
Problem matches existing
tools
Understanding of the key
project stakeholders
Service level transformation
Foodshare
Discrete

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PRESENTATION TITLE
ORGANIZATIONAL TRANSFORMATION TO
BE CUSTOMER CENTRIC
COMPLEX PROBLEMS,
HYBRID TOOLS.

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PRESENTATION TITLE
The Healthcare Industry
COMPLEX PROBLEMS, HYBRID TOOLS
PHARMA COMPANY

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PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
CHANGES IN THE REGULATORY
ENVIRONMENT AND WITH USER
BEHAVIOUR ARE PROMPTING
REINVENTION, BUT
ORGANIZATIONS ARE STRUGGLING TO
ADAPT THEIR OPERATING MODEL
CHANGES IN THE REGULATORY
ENVIRONMENT AND WITH USER
BEHAVIOUR ARE PROMPTING
REINVENTION, BUT

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PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Product Focused Patient Focused

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PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Hybridization
Systemic LevelService Level Organization Level

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PRESENTATION TITLE
ORGANIZATION-LEVEL TOOLS
Cross-Functional Process Map
COMPLEX PROBLEMS, HYBRID TOOLS

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PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
Hybridization
Systemic LevelService Level Organization Level

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PRESENTATION TITLE
EXTERNAL ENGAGEMENT TOOLS
External Network Alignment
COMPLEX PROBLEMS, HYBRID TOOLS

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PRESENTATION TITLECOMPLEX PROBLEMS, HYBRID TOOLS
COMPLEX PROBLEMS, HYBRID TOOLS
Unclear team leads and
responsibilities
Problem requires hybridized
tools
A mix of ambiguous external
and internal stakeholders
Enterprise wide
transformation with
Systemic implications
Pharma co.
Enterprise
Clearly defined team leads
Problem matches existing
tools
Understanding of the key
project stakeholders
Service level transformation
Foodshare
Discrete

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PRESENTATION TITLE
Tools aren’t
the answer.
⎯ ACTIVITY ⎯
BREAKING THE
BLUEPRINT

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PRESENTATION TITLEDISCRETE vs. SYSTEMIC
Hybridization
Systemic LevelService Level Organization Level

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PRESENTATION TITLETHE MATERIAL
Challenge Card & Workbook
FIND ANOTHER PAIR TO WORK WITH
& MAKE SURE YOU EACH HAVE ALL THESE PIECES
⎯ TEAM UP! ⎯

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PRESENTATION TITLETHE CHALLENGE
CONGRATS! YOU’VE JOINED A
NEW DESIGN TEAM WITH A
SUCCESSFUL PROJECT, BUT
THERE ARE A LOT OF
CONCERNS…
Challenge Card

34. Page 34
PRESENTATION TITLETHE PROOF OF CONCEPT
BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE
BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND
WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR
PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.

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PRESENTATION TITLEYOUR TASK
• Mom’s Healthcare Journey
• Proof of concept
• Stakeholders list &
questions
• Visualization examples
• Example of classic
Service design tools
• Hybrid service design tool
template to facilitate
dialogue and aggregate
information from
stakeholders.
• Instructions on how to use
it during the workshop
INPUTS OUTPUTS
Activity p.6-7

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PRESENTATION TITLETHE PROOF OF CONCEPT
BABYBUNDLE IS A SUITE OF APPS THAT CAN HELP YOU TAKE
BETTER CARE OF YOU AND YOUR CHILD’S HEALTH AND
WELLBEING BY ALLOWING YOU TO ACCESS ALL YOUR
PERSONAL AND CLINICAL INFORMATION IN ONE PLACE.

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PRESENTATION TITLE
THERE ARE MORE
OPPORTUNITIES THAN EVER
TO APPLY SERVICE TOOLS TO
SYSTEMIC CHALLENGES
⎯ TAKE AWAY 1 ⎯

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PRESENTATION TITLE
AS PRACTITIONERS THERE
ARE OPPORTUNITIES TO
THOUGHTFULLY REIMAGINE
OUR TOOLS AND PROCESSES
⎯ TAKE AWAY 2 ⎯

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PRESENTATION TITLE
WHEN DONE WELL, SERVICE
DESIGN CREATES SHARED
VALUE.
⎯ TAKE AWAY 3 ⎯

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PRESENTATION TITLE
Chris Ferguson
@chrisferg
Chad Story
@chadstory
Want to know more about us?
www.bridgeable.com