DAY TWO – OCT 3rd 2015 at Global Service Design Conference NYC AFTERNOON SESSIONS / /WORKSHOP more info at: http://bit.ly/1l91IxT

1. JOUMANA MATTAR | FJORD | @JOUMANAMATTAR
INCREASING VALUE EXCHANGES THROUGH CO-CREATION, COLLABORATION, AND PLAY!
DESIGNING PLAYFULLY
SUSTAINABLE HANDOVERS
OCTOBER 3RD, NEW YORK CITY

2. DESIGNERADMINISTRATOR P.E. TEACHER ENGINEER LIBRARIAN RESEARCHER
INSPIRATION: SCOUTS DU LIBAN
CHEMIST
TEAMWORK

3. IMPACT: SCOUTS DU LIBAN
NATIONAL EVENT, LEBANON, MAY 2011, 2500 CHILDREN
CUB SCOUT RALLY

4. Lead Like Butler:
Six Principles ForValues-Based Leaders
LESSONS LEARNED
GOOSE MIGRATIONS

5. SHARING A
COMMON GOAL
As each goose flaps its wings, it creates “uplift” and reduces air friction for the
birds that follow. By flying in a V-formation, the whole flock achieves a 70%
greater flying range than if each bird flew alone.

6. INCREASING
VISIBILITY
Flying in a V-formation increases visibility as every goose can see what’s
happening in front of them and they can modify course accordingly.

7. EMPOWERING
OTHERS TO LEAD
When the lead goose gets tired, it rotates back into the formation and allows
another goose to take the leadership position.

8. RECOGNISING
GREAT WORK
The geese honk to recognise each other and encourage those up front
to keep up their speed.

9. STAYING
ON COURSE
The geese migration routes never vary. Even when the flock members change,
the young learn the route from their parents. Main values are passed on.

10. By providing non-designers with the tools to
understand service design and give feedback; we
enable sustainable implementation, and open
communication for continuous improvement.
VX has 3 functions:
• Sharing insights and service design processes
• Allowing tacit knowledge to be transferred
• Acknowledging all stakeholder needs,
responsibilities and contributions
How? By enabling:
• Collaboration and play
• Value in use
• Designing for outcome
LET´S FLY
TOGETHER!

11. IDENTIFY
PLAYERS
Internal stakeholders, representing various departments, working together, prioritising, and
designing the process to reach the desired outcome
FACILITATOR
Service designer, empowering internal stakeholders and enabling smooth handovers
OBSERVER
Project owner, vision keeper
END USER
Central playing piece, represented by personas, that define moments of discomfort to address
ROLES

12. PREPARE
• Do the research
• Customise the kit
• Set up the value board
1. PRE-GAME
• Facilitate and observe
• Keep the teams on
track and on time
• Align towards the
moment of delight
2. DURING
• Reframe and sum up
• Document steps and
takeaways
• Share the value board
within the company
3. POST-GAME
GAME SET UP

13. LET´S PLAY
Increasing value exchanges through co-creation, collaboration and play!

14. 10 MINS - AS A TEAM
Introduce yourselves
Meet the fictitious brand: SOCKY
Review the 4 personas and choose 1
MEET YOUR TEAM, BRAND & PERSONA

15. 5 MINS - AS A TEAM
Address the moment of discomfort your persona is facing
Align and work together to design the outcome into a moment of delight
TRANSFORM DISCOMFORT TO DELIGHT

16. Each color represents a different role within the
company. Choose a role that will help your team
reach the moment of delight. Discuss your choice
with your team mates to see how you can help
each other achieve your common goal.
Possible roles include:
Marketing, HR, Legal, Supplier, Sales, IT, Brand,
Production, Accounting, Customer Service, Sales,
Maintenance, Engineering, Service Design.
CHOOSE YOUR
PLAYING PIECE
5 MINS

17. 10 MINS - AS A TEAM
Transition from the moment of discomfort to delight In 3 phases. Write the phases down.
BREAK DOWN THE PROCESS

18. Each v-formation has a leadership position and
supporting positions. After discussing with your
team, place your playing piece in each of the 3
phases. Remember to rotate leadership according
to what brings most value to each Phase.
TAKE YOUR
PLACE ON THE
VX BOARD
10MINS

19. FILL IT OUT
Reflect on your position in the V formation.
Write 1 word for every category on your playing
pieces.
Categories include your skills and assets as well
as your needs, vital input in order to reach your
common goal.
I HAVE…
Assets that I control and that I can put at the
disposal of my team
I CAN…
Offer soft skills to my teammates
I NEED…
Intangible help in order to reach the moment
of delight
Be proactive and take responsibility for your
contributions.
5 MINS - INDIVIDUALLY

20. 10 MINS - AS A TEAM
Phases 2 and 3 await. Remember the geese´s transitional leadership, and reevaluate your position on the board.
KEEP MOVING FORWARD

21. 5 MINS - AS A TEAM
Reflect on the process:
• What was the impact of changing leadership?
• What factors affected team choices and prioritisation?
• Where did a shift in project dynamics and flow occur?
Highlight takeaways with the
Win-Win-Win approach
(User-Employee-Brand)
UNEXPECTED
COLLABORATIONS
ROLE
ASSUMPTIONS
WORKING
PROCESSES
ARRIVE AT YOUR
COMMON GOAL
SHARE
LEARNINGS

22. LESSONS LEARNED
• Encouraging knowledge transfer through multi-disciplinary and multi-departmental teams
• Acknowledging needs and capabilities of all stakeholders
• Empowering stakeholders by giving them decision making abilities
• Enforcing transparency by making hidden processes visible to all
• Shifting employees from reactive implementors to pro-active co-creators
REFLECTING ON THE JOURNEY

23. COMMIT TO DELIVERING REAL VALUE

24. Design and Innovation from Accenture Interactive
THANK YOU!
Let´s continue the conversation!
joumana.mattar@fjordnet.com I @joumanamattar