This document summarizes Manuel Grossmann's presentation on bringing service design in-house through trainings, project-based support, and incubating new enterprises. It discusses different approaches to trainings, including intensive workshops, integrated workshops, and workshop plus consulting. It also covers project-based support through regular collaboration on client projects and building new agencies or product companies. The presentation provides tips for learners and teachers on successful service design learning and examples of organizations that have brought service design in-house.

1. Service
Design
Berlin
B CG D I G I TA L V E N T U R E S / O C TO B E R 1 9 , 2 0 1 6
Bringing
Service Design
In-House
Picture:MelanieDreser

2. Katrin
PhD Candidate,
University of
Potsdam
Who is inviting?
Olga
Business
Consultant,
Fuxblau
Mauro
CEO &
Designer,
Boana
Martin
Service
Designer,
UK Gov
Manuel
Service
Designer,
Fuxblau

3. Activities of Service Design Berlin
Service
Design
Drinks
Service
Experience
Camp
The
Service
Gazette

4. Where are we?

5. How does it work?
Input Exercise Mingling

6. Broadcasting globally

7. Who is speaking tonight?
Manuel Großmann
Service Designer & Co-Founder,
Fuxblau
@manuel_berlin

8. Why
Relevance

9. “[IBM will] flood its ranks with hundreds of
designers and train its entire workforce—some
377,000 employees worldwide—to think, work,
feel like designers.”
S o u rc e : Q u a r t z , S e pt 2 0 1 6
h t t p : // q z . c o m / 75 5 74 1

10. Two aspects of
bringing service
design in-house
Learning &
teaching

11. B A S I C S
Photo by Flickr user: Brian (Ziggy) Liloia
You wouldn’t expect to learn woodworking in a day.
Why should service design be any different?

12. H O W
Three ways of bringing service design in-house
P R OJ E C T- B A S E D
W O R K
T R A I N I N G S N E W
E N T E R P R I S E S

13. How
Ways of doing it

14. Bringing Service
Design in-house
Through trainings

15. T R A I N I N G S
Three approaches for trainings
I N T E N S I V E
W O R K S H O P
I N T E G R AT E D
W O R K S H O P S
W O R K S H O P &
CO N S U LT I N G

16. I N T E N S I V E
W O R K S H O P

17. Intensive Workshops
T R A I N I N G S
T I M E
LEVELOFSUPPORT
“Corporate entertainment”
-author anonymous-

18. I N T E G R AT E D
W O R K S H O P S

19. Integrated Workshops
T R A I N I N G S
T I M E
LEVELOFSUPPORT

20. “The format of short two-hour sessions
throughout a week allowed us to train a larger
team because all were able to spare some time
every day.
— I N G A B E R G E N ,
CEO, Welldoo
It also showed us that small work
packages can be finished within a very short
time.”

21. W O R K S H O P &
CO N S U LT I N G

22. T R A I N I N G S
Workshop & Consulting
T I M E
LEVELOFSUPPORT

23. “The initial workshop creates a wow moment.
It creates a new perspective. The following
consulting allows a transfer into practise.
What is more it keeps up the awareness for
the tools and methods.”
— A DA M L AW R E N C E ,
Co-founder, Work Play Experience

24. Artefacts

25. Expanding the time for support
A R T E FAC T S
T I M E
LEVELOFSUPPORT
artefacts
left behind

26. The future of
service design
trainings?

27. Traditional learning model
T H E F U T U R E O F S E R V I C E D E S I G N T R A I N I N G S
L E A R N I N G B A S I C S
with the help of a pro
A P P LY I N G T H E K N O W L E D G E
by yourself

28. Flipped classroom model
T H E F U T U R E O F S E R V I C E D E S I G N T R A I N I N G S
L E A R N I N G B A S I C S
by yourself
A P P LY I N G T H E K N O W L E D G E
with the help of a pro

29. Bringing Service
Design in-house
Through project-
based support

30. The (traditional) agency model
is an outdated model
P R OJ E C T- B A S E D S U P P O R T
Call for help /
Brief
Work by
the agency
Presentation
& handover of
documentation

31. P R OJ E C T- B A S E D S U P P O R T
Weaknesses of the (traditional) agency model
Lack of knowledge transfer
Lack of internal insights
(stakeholder & their needs)
Lack of internal buy-in
(not invented here)
Lack of impact

32. An integrated model
P R OJ E C T- B A S E D S U P P O R T
Regular collaboration
& involvement
Call for
support
Client is able to
continue the work

33. “We pinned print-outs of personas, user
journeys and a service blueprint to the hallway
wall. This helped a great deal to communicate
to others what were working on.”
— M A R C P I R S I N G ,
Head of Commercial Service Center, Bayer Business Services

34. is controlled by
company constantly
gets guidance that leads to
meaningful outcomes
spends extra time
through co-location
focusses on topics of importance &
relevance
needs to cater for
special stakeholders
creates tools that are actively
used by people afterwards
P R OJ E C T- B A S E D S U P P O R T
Pains and gains for the agency
PA I N S G A I N S

35. “As a client we are very involved.
The agencies aren’t used to that.
Some have a problem with it.
We don’t work with these any longer.”
— A N A P E S S A N H A ,
Senior Design & User Researcher, HERE maps

36. Bringing Service
Design in-house
By incubating new
enterprises

37. B U I L D I N G A
N E W AG E N C Y

38. Building an agency: Neugelb
I N C U B AT I N G A N E W E N T E R P R I S E
Client
Agency

39. Client
Agency
Building an agency: Neugelb
I N C U B AT I N G A N E W E N T E R P R I S E
Involvement
Involvement
Become client again
Knowledge transfer
Relationship building
Strategic
work?
New
agency

40. New agency: Client pains and gains
takes much longer knowledge in-house
PA I N S G A I N S
more expensive
long term financial risk
of running an agency
independence
I N C U B AT I N G A N E W E N T E R P R I S E

41. New agency: (Old) agency pains and gains
new competitor experience in incubating a new
company
PA I N S G A I N S
iterated processes to learn from
(e.g. on-boarding)
you get to do the strategic
consulting while others execute
I N C U B AT I N G A N E W E N T E R P R I S E

42. B U I L D I N G A
N E W P R O D U C T
CO M PA N Y

43. Building a new product company: COUP
I N C U B AT I N G A N E W E N T E R P R I S E
Client
Agency

44. Client
Agency
I N C U B AT I N G A N E W E N T E R P R I S E
send staff
people
return
Building a new product company: COUP
Startup
send staff

45. Client pains and gains
share risk?
PA I N S G A I N S
good opportunity to invest money
higher complexity
(launching a product &
a company) all expertise is in-house when the
agency leaves
I N C U B AT I N G A N E W E N T E R P R I S E

46. Agency pains and gains
higher complexity grow unique knowledge
PA I N S G A I N S
more client influence
(product & company culture)
staff sees the impact of
their design
equity share?
I N C U B AT I N G A N E W E N T E R P R I S E
client knowledge

47. Takeaways

48. Tips for
successful
service design
learning

49. TA K E AWAYS
Tips for learners
P R OJ E C T- B A S E D
W O R K
T R A I N I N G S N E W
E N T E R P R I S E S
Ask how the input
will be translated
into the real context
Demand a
collaborative
working model
Master the skills
before the
support leaves
Allocate extra time
for your employees
Don’t expect to
master service
design within a day
Involve the
partners early on

50. Tips for
successful
service design
teaching

51. TA K E AWAYS
Tips for teachers
P R OJ E C T- B A S E D
W O R K
T R A I N I N G S N E W
E N T E R P R I S E S
Mix theoretical
and practical
input
Embrace more
client involvement
Take the risk and
try entirely new
models
Offer trainings +
consulting which
is stretched
over a period of time
Plan your deliverables
as artefacts to leave
something behind

52. Exercise
Let’s create an
awesome
learning format

53. A new learning experience
1. Form groups of max. 5 people
2. Grab one template from the pile
(1 per group)
3. Take 12 min to create an awesome
learning format

54. • dqcdde s
Tickets: www.tiny.cc/susjam
• Practice hands on service design processes and methods
• With 90+ cities participating all over the world
• In a free, open, creative space
(sponsored by Impact Hub Berlin)

55. One month from now…

56. Not your average conference

57. Inspiring key talks

58. Confirmed so far…

59. Hands-on workshops

60. Open session you decide on…

61. … and lead

62. That’s what we call a co-conference
—because you co-create it

63. Plus, more fun than at a usual conference

64. And really great food

65. Taking place November 18–19th

66. Save 10% in a group of 5
Get your regular ticket before October 24
Check sxc16.eventbrite.com
…save additional 10% on all tickets until
midnight by using the code:
SDD-INHOUSE

67. Thanks for
joining!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin