No longer is service design a playground for pretty storyboards – it has become an essential driver for innovation and creator of value for relevant stakeholders. And this value is created through implementation. Still: brilliant concepts often fail when it comes to implementation. Finding answers and better understanding the complex drivers for implementation, barriers and success factors was the motivation behind a 3-year international study. The talk will present the key findings of this study, which investigated complex service design projects at the interface of external SD consultancies and their clients.

1. www.service-design-network.org/sdgc/2018#SDGC18 @SDGC2018 @SDNetwork
Successfully Implementing Service Design Projects
Six learnings
Birgit Mager | Professor KISD
Tina Weisser | Service Design & Organisational Consultant

2. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Implementation is key

3. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
Only approx. 4%
of the service design
methods focus on
implementation
- Ricardo Martins
photoTomBarrett,unspleash

4. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
What are the success factors for
implementation?
SDGC Dublin 2018 © Birgit Mager I Tina Weisser
photoTrầnAnhTuấn,unspleash

5. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Finding answers
9
Countries
3
Years50
Experts

6. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
photoArifWahid,unspleash
Service Design
is about designing against
and dealing
with complexity

7. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Learning from systems thinker
photos:UniversitätBielefeld,www.frederic-vester.de/
Frederic Vester
Systems researcher
Niklas Luhmann
Sociologist
Heinz v. Foerster
Cybernetician

8. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Key learnings?

9. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Set clear
objectives
Start implementation
on day 1
Lay the
foundation
Collaborate
closely
Be prepared
for resistance
Minimize
the risks
1 2 3
4 5 6

10. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Set clear
objectives
SDGC Dublin 2018 © Birgit Mager I Tina Weisser
1

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What is success?
Outcomes Enablers
Result-oriented Process-oriented
vs.

12. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
What are barriers?
Faster or better Competitors
Management C-level:
No compliance and no priority
KPIs not coordinated
Budget / Cost
Decision dilemma
Lack of skills & experiences
e.g. organisational consulting
know-how (process consulting)
Client OrganisationExternal Service Designer User & Environment

13. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
Start implementation
on day 1
2

14. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
“Its like putting a rolls royce
into Uganda“
- Design Director @ global agency

15. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Enable &
Define
Reinforce
& Deliver
Key
Prerequisites
Understand
& Discover
A strong beginning
Phase 1 Phase 2 Phase 3 Phase 4
Enable &
Define
Reinforce
& Deliver
Key
Prerequisites
Understand
& Discover
Implementation Model KUER

16. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
Lay the
foundations
3

17. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Six hygiene factors
1. Compliance: c-level sponsorship
2. Inter-divisional staff involvement
3. Personnel capacity
4. Implementation management
5. Implementation maturity
6. Temporary organisation
Key
Prerequisites
Phase 1

18. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
Collaborate closely
4

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Space to connect
work rules
culture
process
terms
roles
rules

20. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
“It’s not only a mindset mismatch,
it‘s also a language challenge.“
BMW Manager

21. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
„You can not not kiss a system“
- Heinz von Foerster

22. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
Be prepared
for resistance
5

23. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Old eating new

24. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
Minimize the risks
tackle fear and insecurity
6

25. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Select wisely, support proof
3d-selection criteria
Organisational
consequence
User
benefit
Business
benefit

26. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
“You can not only take from people
you also have to give something back“
- Systemic consultant

27. SDGC Dublin 2018 © Birgit Mager I Tina Weisser
Set clear
objectives
Start implementation
on day 1
Lay the
foundation
Be prepared
for resistance
Minimize
the risks
1
Key learnings
2 3
4 5 6
Collaborate
closely

28. SDGC Dublin 2018 © Birgit Mager I Tina WeisserSDGC Dublin 2018 © Birgit Mager I Tina Weisser
Outlook
SDGC Dublin 2018 © Birgit Mager I Tina Weisser

29. www.service-design-network.org/sdgc/2018#SDGC18 @SDGC2018 @SDNetwork
For more information:
mager@service-design.de
t@feedyourmind.eu
Prof. Birgit Mager Dr. Tina Weisser