My presentation for the WUC Connect 2020 remote event on the 23rd of October, 2020. I'm outlining the strategy and the process that we used to fire the transformation of a 400-year old institution with service design.

1. Posti Redefined:
changing a 400-
year old mammoth
Juho Paasonen
Posti

2. Head of Design, Posti
Freelance design leadership mentor
@ediootti

3. 400 years of
all the feels!

4. OmaPosti,
our digital
self-service
channel
Times, they are a-changing…

5. Yesterday: the kindling
Think about this for a second:
What would your first steps be, when your
company sets out to reimagine, what
human-centricity means after 400 years?

6. The Will
The Language
The Capabilities

7. We had the Will, but we lacked
the Language and the Capabilities

8. We started the practical work with a joint CX philosophy:

9. PRO TIP #1:
Clearly define the expected impact
for design in the org

10. OUR MISSION AS A TEAM
We evolve and bridge together the
customer journeys for Posti’s
core businesses, and bring our
insights & expertise in
innovating new ones.

11. We wanted to focus on critical customer journeys:
”How might we enable customers to
return a parcel using any parcel locker?”

12. The CCJ for
consumer
parcel
receiving

13. PRO TIP #2:
Don’t be afraid to make
bold statements!

14. ”If you need to shovel sh*t,
get a wide shovel.”
-My dad, working at Posti some 20 years ago
!

15. Ownership is
meaningless

16. Accountability is
everything

17. HUMAN
INSIGHT
The triangle of
impactful service
development
No single perspective is more
valuable than the two
others: they are all equally
important and needed.
TECH
FORE-
SIGHT
MARKET
LAND-
SCAPE

18. PRO TIP #3:
Build clear roles and responsibilities
for the design function

20. These are
the
tools
This is
the
output

21. Today: the spark
Practicing data-driven service
development, expanding design’s impact
in the organization as a strategic
instrument

22. PRO TIP #4:
Be clear about your approach

27. 23/10/2020 Public | Internal | Confidential | Secret - Name27

28. PRO TIP #5:
Always objective, always subjective

29. Transactional
CSAT scoring

30. Upstairs: bringing etailers closer to you in new ways

31. Downstairs (pre-COVID):
bringing our customers
closer to us in new ways
Weekly interviews &
focus groups
Co-creation workshops
with our customers
”Designers on call”

32. Tomorrow: the fire
Design thinking and new approaches
to customer empathy for the whole
organization, not just for us as a
design team

33. PRO TIP #6:
Help your colleagues help the customer

34. Our team
tools, shared
with
everyone

36. PRO TIP #7:
Invent together!

37. Innovating with 22 000 Posti colleagues

38. Innovating with 5.5M Finns

39. MY TIPS FOR DRIVING IMPACTFUL DESIGN:
Define the expected impact!
Make bold statements.
Create roles for the team.
Have a clear approach.
Keep measuring.
Share the tools, share the love!
Invent together.

40. @ediootti