What’s happening behind a service’s curtains? This edition of Service Design Drinks was hosted at SAP. Their designers Marion Fröhlich and Mauro Rego talked about how to design for the back office in order to create business impact. The two Berlin-based designers discussed principles and elements for designing for the back office. Furthermore, they outlined the differences in designing enterprise apps and customer apps.

1. Service
Design
Drinks
S A P S E / AU G U ST 1 3 , 2 0 1 4
Designing for
the Back Office
Marion Fröhlich & Mauro Rego
with Service Design Berlin

2. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
I N T R O
Where are we today?

3. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Marion Fröhlich
Senior Strategic Design
Consultant at SAP
@marionfroehlich
Mauro Rego
Tall Strategic Design
Consultant at SAP
@mauroalex
I N T R O
Who is talking today?
´

4. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Consumerization of enterprise IT
#1 Build trustworthy relationships
#2 Take the human in account
#3 Same, same, but different
Hands-on Exercise
AG E N DA
Designing for the Back-Office

5. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
“Why does my secretary need a great
software experience?”
— Cu s t o m e r, 2 0 1 4

6. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014EnjoySAP Icons, frog design (2014) http://www.frogdesign.com/work/

7. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014SAP Design Guild (2000) http://www.sapdesignguild.org/editions/philosophy_articles/colors.asp

8. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
expectations

9. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
consumerization

10. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Relationship between a design function and
the larger supported organization
M O D E L
Design integral
to all aspects of
the organization
Design as
external
resource
Design as
part of the
organization
Design at the
core of the
organization
Model by S. Junginger (2013)

11. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
TO DAY

12. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Relationship between a design function and
the larger supported organization
M O D E L
Consumer-
facing services
Employee-
facing Services
We need to apply
design practice also
to the back-office!

13. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Design as
external
resource
Design integral
to all aspects of
the organization
Design as
part of the
organization
Design at the
core of the
organization
Relationship between a design function and
the consumer- & employee-facing organization
M O D E L

14. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Consumer-
facing services
Employee-
facing Services
M O D E L
When design is
fully integrated
Relationship between a design function and
the consumer- & employee-facing organization

15. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Simple,
Engaging,
Open
Complex,
Cut & Dried,
Controlled
CO M PA R I S O N

16. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Support the individual Support an organization
Self-managed Predefined
Minimal commitment High commitment
CO M PA R I S O N
Consumer
Applications
Enterprise
Applications
Usability & Pleasure Efficiency & Functionality

17. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
“Why does my secretary need a great
software experience?”
— Cu s t o m e r, 2 0 1 4

18. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
T H E VA LU E
PLEASURABLE
USABLE
RELIABLE
FUNCTIONAL
Designing for Emotion, Aaron Walter (2011)
From an employee
point of view

19. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
T H E VA LU E
From a customer
point of view

20. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
T H E VA LU E
From a personal
point of view

21. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
BUILD TRUSTWORTHY RELATIONSHIPS
#1

22. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Enterprise
IT Departement
We need to sell to IT and
design for to the employee
# 1 R E L AT I O N S H I P S
Employee
Dept

23. # 1 R E L AT I O N S H I P S
Design collaboratively with professionals
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

24. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Convince the „secretary“ as much as managers
# 1 R E L AT I O N S H I P S
SAP (2014) https://experience.sap.com/designservices/

25. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 1 R E L AT I O N S H I P S
Performance vs. Simplicity
Simplicity
SAP (2014) https://experience.sap.com/designservices/

26. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
TAKE THE HUMAN INTO ACCOUNT
#2

27. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
INFRASTRUCTURE
ORGANIZATION & PROCESS
PEOPLE & CULTURE
# 2 B E H U M A N
Beyond the experience….

28. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 1 R E L AT I O N S H I P S
Thoroughly design with people
Simplicity
SAP (2014) https://experience.sap.com/designservices/

29. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
SAME, SAME BUT DIFFERENT
#3

30. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.
SAP (2014) http://www.sap-innovationcenter.com/

31. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.
Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014

32. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.

33. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.

34. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
ROLES
I HAVE TO MAKE SURE THAT...
TASKS
List here the most interesting roles. List here the tasks that the describe the role.
JASMIN, 45 yêrs old
Bak Y OWNER
I am the bakery owner. I like to take care of the cus-
tomers (since this bakery belonged to my mom
before me). We have really loyal customers from all
over the region. I keep the costs low with employees
(I only employ 2 full time employees and help even
with cleaning sometimes), and I make sure to have
the best deals with suppliers.
1. Read the persona description.
2. List what this person has to accomplish (e.g.: I have
to make sure that the whole store is clean)
3. For each listed item, generate a role that represents
it.
4. Choose a role and list the tasks that the person has
to fulfil in order to accomplish what he or she has to
make sure.
If you have questions, keep calm and call one of us.
INSTRUCTIONS
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.

35. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Tobias Persona
28 Years old
Barista
Tobias Stock Manager
“I have to make sure that the
stock is always full”
Tobias Cleaner
“I have to make sure that the
counter and the tables are
clean”
Tobias Cashier
“I have to make sure that the
tips are counted and the
orders fit with the money in
the box”
# 3 S A M E , S A M E B U T D I F F E R E N T
Roles instead of personas.

36. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
#1 Build trustworthy relationships
#2 Take the human in account
#3 Same, same, but different
TA K E AWAYS
Designing for the Back Office

37. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014
Marion Fröhlich
marion.froehlich@sap.com
@marionfroehlich
Mauro Rego
mauro.rego@sap.com
@mauroalex
T H A N K YO U
Drop us a line.

38. Designing for the Back Office - Marion Fröhlich & Mauro Rego - 08/2014Business Model Canvas: Alexander Osterwalder & Yves Pigneur
Exercise: From Personas to Roles
ROLES
I HAVE TO MAKE SURE THAT...
TASKS
List here the most interesting roles. List here the tasks that the describe the role.
JASMIN, 45 yêrs old
Bak Y OWNER
I am the bakery owner. I like to take care of the cus-
tomers (since this bakery belonged to my mom
before me). We have really loyal customers from all
over the region. I keep the costs low with employees
(I only employ 2 full time employees and help even
with cleaning sometimes), and I make sure to have
the best deals with suppliers.
1. Read the persona description.
2. List what this person has to accomplish (e.g.: I have
to make sure that the whole store is clean)
3. For each listed item, generate a role that represents
it.
4. Choose a role and list the tasks that the person has
to fulfil in order to accomplish what he or she has to
make sure.
If you have questions, keep calm and call one of us.
INSTRUCTIONS
20

39. Service Experience Camp 2014
SEPT 13 - 14, 2014 • BERLIN

40. Key Talks: Get inspired

41. Barcamp: Learn, grow and connect

42. Special formats: Experience it yourself
Service Experience Walk
Experience special services
in Berlin
Camp at COJE
Spend two nights with 9
other camp participants at a
unique space in Berlin

43. An opinion from SAP
I wish that more people from large companies
would use this opportunity to get inspiration to
re-think what they are doing – it will bring real
value to all those buzz words out there: innovation,
customer centricity, simplicity.
Petra Meyer, Human Resources (SAP)
“
”

44. 3 reasons to join
Get inspired by thought leaders in service innovation
Acquire new skills during hands-on workshops
Connect with other service experience experts

45. Italy
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Belgium
Denmark
Poland
Switzerland
Great Britain
Greece
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Camp participants
so far

46. www.serviceexperiencecamp.de
until 31
august
regular
tickets
Discover more & get your ticket at:

47. Thank you!
See you soon.
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@SD_Berlin
fb.com/servicedesignberlin