An underlying question many of us are facing in these turbulent times, is to do with resilience, in other words the ability in us as individuals and as a collective to absorb changes and disruptions. In our presentation at the CX Dialog, we will discuss ways of how you can use service design as a way to foster resilience in your organisation and by doing so, strengthen your abilities for adaptation and transformation.

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Liveworkstudio.com London Oslo Rotterdam Sao Paulo Livework Studio © 2019
Organisational
Resilience by Design
February 2021
CX Dialog
Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2021

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Welcome
Julia Schaeper
Associate Lead,
Germany
Wim Rampen
Managing
Director, NL
Welcome & introductions

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1.
About Livework
2.
On Resilience
What we will be talking about
3.
CX to foster
resilience
Changing behaviours
towards more
sustainable
alternatives

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Use the chat function to
ask questions
We will collect the most asked
questions to answer during our
1-1 meetings
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default
Housekeeping
Find today’s slides
on our website
https://www.liveworkstudio.
com/collections/cx-dialog/
We will ask you some
questions using a poll
We would love for you to
participate!
Video -It’s up
to you :)

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19 Years of Creativity & Impact
400
clients
1500
projects
3
studios
● Business, government & NGOs
● From startups to multinationals
● From healthcare to hoofcare
● From B2C to B2B to G2C
● From sprints to 10 year engagements
● From strategy to delivery
● From innovation to incremental
● From training to transformation
● London, Rotterdam & São Paulo
● Working in 30+ countries
● Approx 100 people
● Diverse backgrounds & nationalities
About Livework

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About Livework
Four challenges we focus on
Sustainable Futures
Create a more sustainable
future for people and the planet
Innovation by Design
Explore and develop new
services and propositions
Digital Acceleration
Respond to the rapid growth of
digital technologies
Customer Centricity
Align your organisation around
the customer experience

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“These are the kinds of problems you
can’t manage your way out of.
You have to design your way
out of them.”
Photo by Priscilla-du-Preez on Unsplash
Marty Neumeier, The Designful Company

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We help our clients with
About Livework
Projects to improve
and innovate services
We help you set-up, run and
deliver projects to design better
customer experiences, and to
innovate new service
propositions
Programmes to develop
customer centricity
We help you build and integrate
the design capabilities you need to
become an effective, customer
centric organisation.

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About Livework
What we have achieved with our clients
Zipcar
Sustainable Futures
Fastest growing car club
in Europe
“Livework provides a fantastic
service with enormous value”
Ford
Innovation by Design
Launched new service
in London in 2018
“We really like this and
rely on it now - please don't
take it away from us."
Gucci
Digital Acceleration
Luxury service in
550 stores
"Livework is the only consultancy
that we've worked with that
actually makes things happen."
Kone
Customer Centricity
Increased sales & average
contract value
“Truly customer centric
insight lead to higher quality
of concept."

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About Livework
Adjusting to new & different realities
Increasingly in this unfolding crisis, clients ask us how they could make a
radical shift to their organization, foster better & more meaningful
places of work and create business strength by staying close to their
customer, now more than ever before.

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New challenges including
About Livework
Preparing for future
disturbances & disasters
Reflecting the need to establish
routines, structures and
operating models that allow for
adaptation & recovery as and
when needed
Empowering people & teams
to direct own recovery
Reflecting the need to give agency,
resources and tools to people to
increase self-determination & support
them to overcome hardship & burnout
Fairness & equity
Reflecting on how the pandemic
risks slowing years of progress
(i.e. throwing back progress made
with women in the workplace by
30 years)
Decentralisation &
self-organisation
Reflecting the need to re-organise
and, redefining roles,
responsibilities, relationships and
above all ways for
self-management

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An underlying question we are all
facing is to do with resilience - in
other words the ability in us as
individuals and as a collective to
absorb changes and disruptions.
Photo by Charles Tyler on Unsplash

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Questions on our mind
About Livework
And how can
collective
resilience support
us as individuals
and thus, become
a source of
strength?
What is the role of
consumer
centricity in
strengthening
organizational
resilience?
How can our
practice of service
design foster
organisational
adaptability &
transformation?
How can we help
our clients create
resilience through
design?

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Poll:
How important is the topic of ‘resilience’ to
you and your organisation, and why?
How would you rate your using CX to foster
resilience in orgs?

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Using design & customer centricity
to foster resilient organisations

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Photo by Charles Tyler on Unsplash
Economic / Engineering
resilience
Concentrates on the stability of a
system near an equilibrium or
steady state (Holling, 1973)
Strategic Focus: Maintaining
Ecological
resilience
The capacity of an ecosystem to
respond to a disturbance by
resisting damage and recovering
quickly
Strategic Focus: Recovering
Evolutionary
resilience
The capacity of a system to
absorb disturbance and reorganize
while undergoing change (Walker
et al, 2004)
Strategic Focus: Adapting &
Transforming
Perspectives on resilience

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We see organisational resilience as the
collective capacity for intentional action
in responding to ongoing change

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From individual to collective
From intrinsic trait to intentional capability
From bouncing back to ongoing

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Livework
Organisational resilience by design
Source: Thun-Hohenstein, L., Lampert, K. & Altendorfer-Kling, 2020

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By using an evolutionary lens to resilience we can distinguish
between two types of responses to change which service design
can support - your ability to adapt & transform.
Livework
Organisational resilience by design
Increase org
transformability
Capacity to respond
to change &
reconfigure
Improve org
adaptability
Capacity to sense &
influence change
Organisational
Resilience
Sensing Responding

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Livework
Service Design practices that can foster resilience
Human
Centricity
Prioritisation of human
experience
Capturing need & generating
insight
Human-centred &
experience based
interactions
Fostering dialog & empathy
Co-Creation &
Collaboration
Facilitating collaboration
around shared goals
Identifying tensions &
confronting assumptions
Building new connections,
finding synergies &
establishing trust
Aligning perspectives &
building bridges
Reframing &
Envisioning
Re-framing challenges
and possibilities
Imagining futures,
formulating visions & goals
Framing new value
propositions & business
models
Triggering reflection &
awareness of context,
challenges & opportunities
Experimental
learning
Developing experiments
and enabling learning
Eliciting feedback for
iteration & prototyping
Encouraging learning by
doing & reenactment
Creating participatory,
interactive & emerging
responses to the situation
Structure &
Context
Providing a structure to put
activities in context
Creating the conditions
(infrastructures, roles
capabilities) for transformation
Synthesising & mobilising
knowledge
Facilitating knowledge exchange
(merging customer with
business need)
Sensing Responding

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Service Design practice can foster
resilience by supporting organisational
adaptability & transformation

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Case Study
A public health approach to palliative care
St.Nicholas hospice needed an entirely new
model of care to meet the growing needs
of their community while decreasing costs.
We developed solutions that would focus
on community involvement and moving
hospice care from a building to a
behaviour. By creating a wider net of
service providers and support, we can
“This is the best change
initiative we’ve ever
undergone.”
reach more people in ways that are
meaningful to them at that moment,
whether it’s the newly diagnosed or the
bereaved. We refined and prototyped
three concepts with patients and family.
Currently, the hospice is planning a pilot
with a local GP practice to begin
implementing the new model.
St Nicholas Hospice Care, United Kingdom
Barbara Gale, CEO St Nicholas Hospice Care

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Livework
Fostering pockets of resilience at St Nicholas’ Hospice
Human
Centricity
Prioritisation of human
experience
Equipped the team with
methods to gain insight into
lived experiences and to
understand human factors.
Staff capabilities, fostering
dialog & aligning
perspectives
Co-Creation &
Collaboration
Facilitating collaboration
around shared goals
Created a cross-cutting
team from clinical to
administration able to work
together to address
challenges
Team collaborations &
comms
Reframing &
Envisioning
Re-framing challenges
and possibilities
Employed creative tools that
enable more deliberative
solution development.
Ability to adapt & respond
to challenges
Experimental
learning
Developing experiments
and enabling learning
Coached in prototyping
methods that enable the
de-risking of change and
active learning.
Ability to continuously
adapt over time
Structure &
Context
Providing a structure to put
activities in context
Provided a canvas for alignment
of activities with patients,
families and other health
providers across the community.
Creating infrastructures for
transformation
Sensing Responding

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Liveworkstudio.com London Oslo Rotterdam Sao Paulo Livework Studio © 2019
1.
Service Design can support the
creation of adaptability &
transformability and foster
resilience this way.
Take away

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Customer Centricity as a way to
enable resilience in an ongoing way

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Resilience is linked to an organisation’s
coordinated, collective capacity to deal
with change.
Collectively, what value are you delivering to your customers?
Do you know where and how to improve?

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To deliver a great customer experience
you need to align everything you do
with customer needs.
Organisations that do this
are customer centric

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Photo by Hayden Golden on Unsplash
Higher revenue
Happy customers stay longer and
spend more. CX leaders achieved
compound average revenue growth
of 17% over 5 years compared to
CX laggards 3%.
Lower cost to serve
Fewer calls, escalations, and
other unnecessary contact
remove both customer pain
points and reduce as much as
33% of costs from the system.
More satisfied employees
Customer centric mindset and
improved operations and IT can
boost employee satisfaction
20-30% decreasing turnover and
increasing business resilience.
The business benefits of being Customer Centric
Ability to adapt quickly
Customer centric businesses can
leverage data and user research
more quickly to evaluate,
strategise and make critical
business decisions faster.

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In practical terms, being customer centric means you can address these challenges to confidently answer the following questions:
1. Do you have a shared understanding of what your customers want to get done and are actually
doing?
2. Are you able to articulate, measure, and track the outcomes you and your customers are trying
to achieve?
3. Do you prioritize investments based on the biggest impact and value for customers?
4. Are you able to manage your effort effectively to drive improvements through to the customer
experience?
What makes a customer centric organisation?

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CX Strategy CX Culture CX Governance CX Practice
Six building blocks to being customer centric
We build customer centricity for organisations using six pillars to underpin our work. Our model developed and tested it with many
organisations over the last three maps out what’s needed to achieve customer centricity, and assesses how advanced an
organisation’s capabilities are in each of those areas.
People are empowered
with the right mindset.
Design outcomes are
governed effectively.
Design practices are
standardised and iterated.
Run and change in a
customer centric way
A clear CX vision, with
plans in place to reach it.
Value to the customer is
understood and measured
Core design team
HR strategy
Communication &
engagement
Senior sponsorship
Design placement
Design governance Design tools & methods
Design principles
Design process
Continuous
improvement (small)
Change delivery (large)
Project portfolio
selection
Strategy & roadmap
Vision & mission
Case for change
Service experience
dashboards
Metrics framework
Continuous insight
Vision & Strategy
Customer-centric
mindset
Design
Operating Model
Design
Excellence
Insights &
Measurement
Implementation

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Assessing & planning
We apply the building blocks to help
organisations become customer centric.
We have developed a dedicated online
tool to assess your CX maturity across
our six dimensions and to help us best
plan to achieve your objectives.
The tool is also useful to assess and prove
how you are improving over time.
https://www.liveworkstudio.com/offers/cu
stomer-centricity-assessment/

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Multi-layered approach
Foundation: The six building blocks
Project Project Project
Training and coaching
DOING
LEARNING
Business as Usual
ADOPTING
HOW FEEDBACK
CAPABILITY BUILDING
The 6 building blocks drive our work in helping
organisations becoming more customer centric.
Through carefully selected projects we prove in practice
the value of this approach and deliver tangible results.
Through training and coaching we socialise design across
the organisation, raise the level of awareness and empower
key individuals to adopt design based new ways of working.
These 3 streams feed into each other to ensure successful
adoption of design capabilities into business as usual.

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Adidas
What we’ve done
Adidas asked Livework to help
translate their strategy of
'consumer obsession' into daily
practice. Over the course of four
years, we've ran CX projects as
proof of concept, drove strategy
for 2025, coached POs and
change managers in day-to-day
operations and trained over 100
employees.
“Consumer centricity is more important
than ever before. It’s what keeps us
relevant as a business. ”
Director Digital Store Tools

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Building blocks
What we’ve done
We helped adidas’ digital
transformation teams to infuse
customer centricity into their
product-led and agile ways of
working.
Embedding customer centricity
enabled product teams to
leverage consumer data and
research more effectively to
evaluate, strategise and make
critical business decisions faster
& across functions and product
teams.
“Now in times of crisis, keeping the
consumer at the centre of our work is
more important than ever before”
Director Digital Sales Solutions
CX Strategy CX Culture CX Governance CX Practice
People are empowered
with the right mindset.
Design outcomes are
governed effectively.
Design practices are
standardised and
iterated.
Run and change in a
customer centric way
A clear CX vision, with
plans in place to reach it.
Value to the customer is
understood and measured
Core design team
HR strategy
Communication &
engagement
Senior sponsorship
Design placement
Design governance
Design tools &
methods
Design principles
Design process
Continuous
improvement (small)
Change delivery
(large)
Project portfolio
selection
Strategy & roadmap
Vision & mission
Case for change
Service experience
dashboards
Metrics framework
Continuous insight
Vision &
Strategy
Customer-
Centric mindset
Design Operating
Model
Design
Excellence
Insights &
Measurement
Implementation

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Livework
How service design increases resilience for adidas
Human
Centricity
Prioritisation of human
experience
Focused on EX and giving
people time and space to
think differently and
experiment - even in times of
crisis
Ability to accept the
unknowns, align around
changing human needs and
create spaces for reflection
Co-Creation &
Collaboration
Facilitating collaboration
around shared goals
Aligned agile ways of
working with customer
centricity and embedded
new work routines as a
result.
Ability to navigate change
through increased
collaboration and a clearly
defined shared purpose
Reframing &
Envisioning
Re-framing roadmaps to
include a customer lens
Going beyond defining one
static vision, and instead a
range of target experiences
and focusing on how to
upskill for delivery
Capacity to understand
multiple futures and build
for collective ability to
adapt and change
Experimental
learning
Developing experiments
and enabling learning
Coached in prototyping
methods that enable the
de-risking of change and
active learning.
Capacity for trial & error,
enabling learning above
driving efficiency
Structure &
Context
Created a Playbook as an
evolving and standardised
CX toolkit
Provided a framework that
allows teams not only to scale
the approach but continue to
build and iterate on it
Capacity for knowledge
exchange & innovation
infrastructures created support
people in the process of change
Sensing Responding

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Liveworkstudio.com London Oslo Rotterdam Sao Paulo Livework Studio © 2019
1.
Service Design can support the
creation of adaptability &
transformability and foster
resilience this way.
Take away
2.
Customer centricity is one way
to set up for continuous
adaptability and to create
flexible structures within an
organisation to embrace and
anchor a culture of learning
and transformation.

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Thank you.
For questions, please meet us at 12pm in the 1-1! You can find our slides at
https://www.liveworkstudio.com/collections/cx-dialog/
Julia Schaeper
Associate Lead of Design, Germany
julia@liveworkstudio.com
Wim Rampen
Managing Director, Netherland
wim@liveworkstudio.com