Florian Fischer & Anna Marchuk: Delivering a Service Design Mindset
•Download as PPTX, PDF•
5 likes•2,327 views
Service innovation is a lot about people. 1 year ago there was a new team without a shared vision, pile of unstructured features and many ideas - typical challenge of a large corporation. We want to share a story of solving it by changing mindset of the people and developing a service-design toolbox for going from ideas to implementation of digital mobility services at BMW. Our practical insights will show how to use service design methods to: align expectations of individuals and create teams that work towards a common vision; address the challenge of not starting from scratch by identifying ideas that are worth keeping; foster customer-centric mindset and focus on holistic experiences.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Florian Fischer & Anna Marchuk: Delivering a Service Design Mindset
Similar to Florian Fischer & Anna Marchuk: Delivering a Service Design Mindset (20)
More from Service Design Network
More from Service Design Network (20)
Recently uploaded
Recently uploaded (20)
Florian Fischer & Anna Marchuk: Delivering a Service Design Mindset
- 1. Delivering a Service Design Mindset Building mindset & re-inventing tools for service design in large corporations Dr. Florian Fischer | BMW Group Anna Marchuk | HYVE
- 2. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 2
- 3. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 3 Service design is about people. Firstly, you need to deliver the right mindset.
- 4. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 4 Mindset makes a service future-proof.
- 5. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 5
- 6. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 6 3 people Piles of features & ideas NEED JOURNEY MANAGEMENT SERVICES Scale Time mid 2016
- 7. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 7 The first portfolio evolved from “the drawers of engineers”
- 8. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 8 15 people Growing amount of ideas NEED JOURNEY MANAGEMENT SERVICES 3 people Piles of features & ideas NEED A VISION & CUSTOMER CENTRICITY mid 2016 mid 2017 Scale Time
- 9. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 9 Service Innovation Workshop 5 teams x 5 people x 3 days
- 10. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 10 Include everyone. No matter how challenging the conversations will get. Let the people speak out. Listen carefully.
- 11. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 11 Focus on customer experience – it will be the first point of common agreement.
- 12. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 12 Implement agile research.
- 13. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 13 Share good experience of the first project to foster customer-centric mindset.
- 14. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 14 Make the team proud. Visualize the results in a way how the team would like to pitch them to stakeholders.
- 15. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 15 NEED JOURNEY MANAGEMENT SERVICES Piles of features & ideas Growing amount of ideas 15 people 3 people NEED A VISION & CUSTOMER CENTRICITY 20 people Service concepts NEED TO DEFINE & DELIVER mid 2016 mid 2017 end 2017 Scale Time
- 16. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 16 Customize project management approach and service design tools to be effective in realities of specific organization. Help the teams be successful in their realities.
- 17. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 17 Structured “master-plan” is the next step towards growing the initial success. It needs to be transparent, agile, and fitting to the organization.
- 18. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 18 1st Train 2nd Train 3rd Train Your options for participation Take whole train with a feature Pick different train segments with a feature Hop-on to a specific train segment Develop a long-term topic 1st Train 2nd Train 3rd Train Exploration Ideation Concept Development User Research Refinement X-Touchpoint Testing 1 2 3 4 5 61 2 3 4 5 61 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6 3 1 2 3 4 5 6
- 19. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 19 Prepare for regular user research. Research should keep up with the pace of development.
- 20. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 20 Expert user interviews for strategy & vision inspiration Netnography Insights for revealing of user needs, pain points and wishes Customer Advisory Board for specific questions, quick feedback and concept testing
- 21. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 21 Expert user interviews for strategy & vision inspiration Netnography Insights for revealing of user needs, pain points and wishes Customer Advisory Board for specific questions, quick feedback and concept testing #EVetiquette #EVCharging #WindShieldNotes https://twitter.com/hashtag/evEtiquette?src=hash
- 22. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 22 Expert user interviews for strategy & vision inspiration Netnography Insights for revealing of user needs, pain points and wishes Customer Advisory Board for specific questions, quick feedback and concept testing
- 23. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 23 Experience mapping supports team alignment by linking customer and technological perspectives.
- 24. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 24 Experience maps – based on data, designed as stories.
- 25. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 25 Prioritize according to the experience maps. It is the fastest way to reach agreement in a team, and deliver what customers want.
- 26. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 26 3 questions that helped us to prioritize ideas and concepts: 1. Did we capture all pain points? Which are the strongest?
- 27. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 27 3 questions that helped us to prioritize ideas and concepts: 1. Did we capture all pain points? Which are the strongest? 2. How might the ideal experience feel from our customer‘s perspective?
- 28. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 28 3 questions that helped us to prioritize ideas and concepts: 1. Did we capture all pain points? Which are the strongest? 2. How might the ideal experience feel from our customer‘s perspective? 3. Which features and ideas help us solve the pain points and contribute to delivering the experience vision?
- 29. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 29 3 questions that helped us to prioritize ideas and concepts: 1. Did we capture all pain points? Which are the strongest? 2. How might the ideal experience feel from our customer‘s perspective? 3. Which features and ideas help us solve the pain points and contribute to delivering the experience vision? 2 1 3 Idea portfolio
- 30. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 30 30 people Services to be delivered mid 2016 mid 2017 end 2017 2018 Growing amount of ideas NEED JOURNEY MANAGEMENT SERVICES Piles of features & ideas NEED TO SCALE 15 people 3 people NEED A VISION & CUSTOMER CENTRICITY 20 people Service concepts NEED TO DEFINE & DELIVER Scale Time
- 31. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 31 Service definition sprints facilitate quick development, testing and refinement of specific features.
- 32. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 32 Exploration Ideation Concept Development User Research Refinement X-Touchpoint Testing Experience maps Use cases Customer journey maps TouchpointsPersonas Gains Pains Features Experience Planning Starting Driving Arriving Visualization how features will contribute to solving pain points, creating customer gains and delivering envisioned customer experience on every step of the journey. Use case 1 User stories User stories User stories User stories Use case 2 Explanation why this use case is the most relevant for certain personas. Development directions TrendsAssumptions • Management summary • Specific to features (if possible) • Link to full debrief deck • Facts / steps / needs that have to be fulfilled to make the service work: e.g. technological assumptions, usage assumptions. • Only if information is available • Technology trends, UX / UI trends • Industry trends, macro trends, societal trends Touchpoints that are relevant for this use case. Wireframes Wireframes WireframesWireframes Planning Starting Driving Arriving 1 2 34 5 6 7 8 Explanation why this use case is the most relevant for certain personas.
- 33. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 33 Refined toolbox and success stories will be the next step towards scaling.
- 34. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 34 NEED JOURNEY MANAGEMENT SERVICES Do the right things: deliver mindset & vision Do things right: deliver tools & scale Services to be delivered Growing amount of ideas Piles of features & ideas NEED TO SCALE 15 people 3 people NEED A VISION & CUSTOMER CENTRICITY 20 people Service concepts NEED TO DEFINE & DELIVER mid 2016 mid 2017 end 2017 2018 Scale Time
- 35. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 35 Service design is a mindset and a tool-box.
- 36. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 36 The mindset helps you to see a big picture – understand the whole experience from the customer perspective.
- 37. Florian Fischer & Anna Marchuk | Delivering mindset | Service Design Global Conference 2018 37 The mindset helps you to see a big picture – understand the whole experience from the customer perspective. The tool-box helps you to excel in the details that you choose to focus on – develop and deliver valuable and meaningful services.
- 38. Thank you! Dr. Florian Fischer Innovation Manager for Journey Management Services BMW GROUP Florian.FI.Fischer@bmw.de Anna Marchuk Senior Researcher & Service Designer HYVE Anna.Marchuk@hyve.net
Editor's Notes
- FLORIAN BMW has a history of doing amazing cars that have been bringing joy of driving for over 100 years. The intangible elements will be defining automotive experiences more and more. With full awareness of this, it is a challenge for a technology&engineering-driven company like BMW to deliver the intangible elements. We will talk about one of the intengible elements –journey management services. Services around navigation that help BMW drivers and their passengers have delightful and efficient trips. [Few words about journey management services – what are we actually developing]
- Service design starts with people. As service designers we want to deliver the most engaging, seamless, delightful or supportive services for people. To do that, we need to start with those, who will be developing and delivering the services. To excel in their task, teams need the right mindset. Especially, it is crucial for newly-formed teams, that will be responsible or involved for designing and delivering the services.
- Time is going, needs are evolving. If we don’t change, we get stuck in time and get irrelevant. Mindset is so important because it will also makes services future-proof. Strong mindset ensures that we are ready design for constant change.
- Today we want to share with you the story of our project, how focusing on the mindset helped to form a team, and develop a structured service-design approach to delivering journey management services. Now we brought the customer experience in order, and not doing more features, but doing them better.
- The project started back in 2016 With the team of 3 people With piles of features and ideas
- Need to create a portfolio of JM services Asking technology guys (LT) for their ideas – internal LBS (Location Based Services) workshops A portfolio evolved out of the ideas from “the drawers of engineers” Portfolio JM services was set up & committed. However, the committed portfolio has never been discussed with any customer It was still on the level of collection of ideas There were gaps because it was from a company perspective – based on what people have already worked on in the past
- Breaking point: need a vision & customer perspective The team were growing – more people joined the work on the committed ideas. New people add more ideas - it is an advantage and a challenge, because there is a need to set priorities and plan implementation Common vision was urgently needed to reach agreement and move forward It had to be customer centric, because otherwise no one was convinced about the real value of the ideas – thus, impossible to reach agreement in the team.
- ANNA So we had a Service Innovation Workshop - this core moment when everyone gets in 1 room to talk about the vision and portfolio - 5 teams of 5 people each working together for 3 days. It was one of the first interactions of bigger BMW & HYVE , and it was in July last year. During the workshop we were discussing new service concepts and working them out on the level of the blueprints – that helped everyone to map all the people & departments that need to be involved. A few learnings from this workshop…
- At this point – include EVERYONE! People from all different departments – those who will be working on service development and delivery together. The first time is not easy, because each in the room is a professional, and has own strong opinion. But it is essential to build relationship, learn to work together – and STEP TOWARDS COMMON MINDSET.
- When agreement is hard, and there is no common strategy yet, focus on customer experience! It’s not about what you or me think is better, it’s about what is better for the customer. If everyone acts in the interest of the customers, it breaks this personal barrier between the people.
- Is the portfolio complete from a customer perspective? This is essential for portfolio strategy. We wanted to do research for doing service design, not just because of doing research. Need customer feedback - quickly Traditional research takes a lot of time, and can provide results in at least 6 months We needed not necessarily large samples, but focused feedback on specific topics Decided to test 5 service concepts with customers via online research – in this way we could quickly get first feedback from Germany, US and China.
- It was a short cycle of concept development & customer validation. But the effect is tremendous when teams could experience it and see the results so quickly. When everyone wants to work “data-driven”, but does not actually know how to work and what do we do with the results – such small scale projects help to get understanding of the method; and raise the belief in customer centric mindset. Thus, customer feedback through online research helped to define the first product vision, including the customer perspective
- When teams are on-board and believe in their successful start, they need to share it also with stakeholders. As an agency, it is importnat to prepare the slides and visualizations, that the team could use for internal pitches and high-level meetings. Many of the initial visualizaitons from that foirst report in September 2017 are being taken as a standard in the project now.
- FLORIAN Breaking point: need an approach to define and deliver committed ideas.
- Organizations with established structures need tools that will help the team succeed in given realities. Toolbox: collection of concept development & research tools Clear from the beginning that we need to start, try out and refine it – adapt standard service design tools to BMW Aim of the toolbox: work customer-oriented (not technology-driven as it used to be) Purpose: Validate ideas Create new ideas from scratch
- Started with innovation trains: teams need to jump on it (pressure to catch it) The right balance between bringing new approach and adapting to already established ways of working For example, having new-format workshop & meetings, but joining CFTs to work according to their agenda.
- We made the opportunity to participate: teams needed to catch the trains, but not we needed to catch the teams! Service design is about people – be the best in understanding the needs and challenges of every team member. Personal meetings with team memebrs are as importnat as workshops with the whole team: who needs what in which format by when
- ANNA Now when we planned to work in cycles and make progress towards implementation, we needed an approach that would give us customer perspective quickly and regularly and from 3 countries: Germany, US and China.
- We planned combination 3 main research methods: expert interviews for getting persepctive on futuristic, strategic and visionary topics.
- Netnography Insights – qualitative social media research method for broad exploration of the needs. Since it‘s about cars and all relevant services – there are plenty of communities online that talk about it.
- Finally, long-term online community – Customer Advisory Board – with car owners in the US, Germany and China. We have around 70 participants in each country and we re-invite them every 2 months to test concrpts and discuss ideas.
- Based on the research results, we prepared insights presentations, and organized experience mapping sessions with the teams. Experience mapping helps to bring together technology and customer point of view: Create common mindset for product-driven and technology driven people
- After the workshops we created experience maps for different personas – here is just one example of electric car owner. Experience maps are telling vivid stories about the present and the future of the users. They inspire and guide the teams. That‘s why they must be data-based. They represent the vision of what teams want to create, so they must represent customer point of view. At the same time experience maps have to show how the vision from the customer perspoective links with existing or planned technologies – to get trust of the „engineers“.
- “A-ha” moment and trust in the method came after showing how experience maps can help to analyze and prioritize existing ideas and technologies, but not ignore them. Need to focus on doing the right things right (few best ideas to develop in details) Team is changing (growing), but you need to bring everyone on the same page
- Prioritization is hard. Here is how we did it: The experience map is prepared in advance. But you need to complete the list of the pain points together Did we capture all pain points? Which are the strongest?
- 2. How might the ideal experience feel from our customer‘s perspective? In the same way discuss an complete the experience vision from a customer perspective.
- 3. Which features and ideas help us solve the pain points and contribute to delivering the experience vision? All ideas are welcome, but if they don’t contribute to the shared vision, they have to stay in a backlog.
- At the end, you get an experience map with prioritized pain points and service features.
- FLORIAN Breaking point: need to scale
- As soon as you have customer-centric vision and generally defined service concepts, adjust your management towards delivery. Concept sprints: working with teams on specific tasks in iterative way Define-test-refine-deliver
- Refine the tools based on the experience The toolbox will make it easier to spread the approach in the other teams
- To end our presentation, we want once again emphasize this point…
- So, deliver the mindset first to do the right things.