Nick de Leon

1. MANAGING BY DESIGN
Dr Nick de Leon, Royal College of Art

2. SERVICE DESIGN AT THE RCA
Blending design excellence at the RCA with technology, entrepreneurship
and business management from Imperial College’s MBA and its world
class Department of Computing
Europe’s largest dedicated Service Design Studio: 60 designers and 10
concurrent projects

3. Goal: Envisage and then enable a holistic and seamless user
experience, and create new levels of value not only for the
recipient but all the stakeholders involved
Service
Innovation
PolicyEnvision
SERVICE DESIGN: THREE PLATFORMS

4. Processes
Policy
Proposals
Practice
Strategic Positioning of Service Design for
Policy and Public Service Innovation
For Policy and Public Service Innovation

5. Service
Delivery
Strategy
Service
Propositions
Strategic Positioning of Service Design for
Enterprise
Service
Experience

6. LEVELS OF IMPACT
Design for
service
interaction

7. LEVELS OF IMPACT
Design for
Interactions
Design for
Services

12. LEVELS OF IMPACT
Design for
Interactions
Design for
Services
Design for
Systems
Financial
Inclusion
Centre

17. LEVELS OF IMPACT
Design for
Interactions
Design for
Services
Design for
Systems
Design for
Policy

19. THE NEW BUSINESS AND CONSUMER
EXPERIENCE
CHANGING EXPECTATIONS DRIVEN BY THE
CONSUMER DIGITAL EXPERIENCE

20. Designing and Innovating Services
How does Amazon compare to your procurement system

21. Which is easier – finding a life partner on Match.com or
using your in house HR System?

22. Is your online banking solution this engaging?

23. Buying and Audi in London Piccadilly

24. MOVING BEYOND USER CENTRICITY
ANTHROPOCENTRIC DESIGN: DESIGNING THE
EXPERIENCE EQUALLY FOR THE PROVIDER AS WELL
AS THE RECIPIENT
Provider Recipient
Co-creation
of value

25. DESIGNING THE NEW WORKPLACE
EXPERIENCE MATTERS
WHEN YOU’RE COMPETING FOR
TOP TALENT

26. SOME OF THE DRIVERS
• Changing attitudes to work
• Personal empowerment
• Alignment of personal and organisational values
• Technology
• Flexibility and the blurring of work/life boundaries
From the career ladder to the career lattice:
Liquid working

28. APPLYING SERVICE DESIGN TO THE EMPLOYEE
AND WORKPLACE EXPERIENCE
• Culture of the workplace
• Recruitment and retention programmes
• Appraisal, rewards and incentives
• Organisational structure
• Task, workflows and resulting business processes
• The tools for the job
• Physical workplace

29. WORKPLACE DESIGN
People Process Place
Props
ICT,
Products
EXP
+ + + =
EXP People Process Place
Products
ICT,
Products
+ + +=

30. Designing and Innovating Services
The dignity that work brings – esteem and self respect

31. BUT THE NEW WORKPLACE
HAS ANOTHER SIDE
• 0.8 Million working on zero
hours contracts
• 1.6 Million on temporary
contracts
• 8.1 Million part-time workers
• 1.4 Million on minimum wage
Who is going to redesign the
nature of work for them?
(ONS,
2016 and LPC, 2015)

32. 6 PRINCIPLES FOR DESIGNING THE
WORKPLACE EXPERIENCE
• Identify deep and compelling needs
• Focus on capacity to contribute and generate new
value, to be valued and to share values
• Design the experience then engineer the workflow
• Ensure coherent narrative connecting organisation, its
people and those it serves
• Collaborate, co-create and co-produce
• Stimulate intellectual, social and sensory engagement