It's one thing to learn service design tools and try them here and there on your projects. It's another to make the tools and the mindset business as usual within your organization. Connecting the dots is no small feat. But that's what we're trying to do at Capital One. Within our financial services division, we've made journey maps, vision stories, and service blueprints part of our management system. Leaders from multiple lines of business are embracing and learning these tools to help understand the customer experience, make vision tangible and accessible, and articulate what it will take to get there. What are the challenges of implementing service design at scale? How do you democratizing both the mindset and the practice? How many journey maps do you need? What's the appropriate level of zoom? When is a blueprint not the right tool? How can we balance autonomy at speed, with service experience at scale? What's the role of the design team in this transformation? If service design tools, methods, and mindset are to become truly business as usual, these are the questions we must face.

1. How I Learned to Stop
Worrying and Give Service
Design Away
Jamin Hegeman
VP of Design, Financial Services, Capital One
@jamin
Service Design Global Conference
Nov 3, 2017
Madrid

2. Is change hard in your organization?

3. Do you have all the resources you need?

4. Have you implemented
service design at scale?

6. Jamin Hegeman @jamin Stop Worrying
Todd’s Lessons
‣ Whole teams, not designers deliver to market.
‣ Give away your best ideas and practices
‣ Trust and empathy are necessary, but very, very hard.
6

7. Inspired, but uncomfortable.

8. WHY?

9. It won’t get done well.
Service design is craft, skill, experience, right?

10. I won’t be needed.
This is my baby.

11. It won’t work at scale.
We don’t have all the answers yet.

12. Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
12
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
1
Adaptive Path Acquired

13. Jamin Hegeman @jamin Stop Worrying
Opportunities
‣ Build stronger (and longer) relationships
‣ Drive culture change
‣ Build organizational capability
‣ Sustain the work
‣ Be the glue
13

14. Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
14
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
3
Project
2
Workshop
1
Adaptive Path Acquired

16. Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
16
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
5
Leadership
4
Reverse Engineering
3
Project
2
Workshop
1
Adaptive Path Acquired

17. Jamin Hegeman @jamin Stop Worrying 17
JUNGINGER, S. DESIGN IN THE ORGANIZATION: PARTS AND WHOLES. DESIGN
RESEARCH JOURNAL, 2, 9 (2009), SWEDISH DESIGN COUNCIL (SVID), 23-29.

18. Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
18
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
Designer Training
7
6
Blueprint Pilots
5
Leadership
4
Reverse Engineering
3
Project
2
Workshop
1
Adaptive Path Acquired

20. Jamin Hegeman @jamin Stop Worrying
mappingexperiences.com
20

21. Jamin Hegeman @jamin Stop Worrying
bit.ly/ServiceBlueprintingGuide
21

22. Jamin Hegeman @jamin Stop Worrying
Service Design at Scale
22
2014 2015 2016 2017 2018
Within Capital One Financial Services
Scale
10
Experience Model
9
Org Training
8
CX System
Designer Training
7
6
Blueprint Pilots
5
Leadership
4
Reverse Engineering
3
Project
2
Workshop
1
Adaptive Path Acquired

27. Jamin Hegeman @jamin Stop Worrying
Early Success
‣ Common language and tools
‣ Customer-centered mindset
‣ Interdisciplinary collaboration
‣ Experiences before features
‣ Designers as leaders, not just pretty-makers
‣ Iteration and evolution
27

28. 5,000 people
4 businesses
3 service design tools
50 designers

29. ANYTHING NEW IS HARD

31. Jamin Hegeman @jamin Stop Worrying
Transformational Learning
31
Clear
Understood
Flows
Confusion
Frustration
Angst
The Pit
Butler and Edwards
Magic
How many journey maps
do I need?
What’s the right level of zoom?
How does this work with agile?
Am I doing this right?
It depends.

32. IT’S A JOURNEY

33. Jamin Hegeman @jamin Stop Worrying
Service Design Evolution Journey
33
None Internal
Projects
Integrated
Experience /
New Normal
Management
system / Business
as Unusual
Agency
Projects
Top Down
Training &
Capability
Building
Tools, Methods, &
Processes
Structure &
Systems
intentional evolution
common language
we mean it
Individual
Bottom Up

34. Jamin Hegeman @jamin Stop Worrying
A Rounded Approach
34by Kipum Lee - Maya Tokayer / Touchpoint Journal

35. IT’S MORE THAN TOOLS

36. Why and what is easier
than how and when.
The latter take experience and judgment.

37. Jamin Hegeman @jamin Stop Worrying 37

38. Jamin Hegeman @jamin Stop Worrying 38
INTERACTIONS
CUSTOMER
STAFF
PRODUCTS TOOLS STRUCTURE CULTUREPROCESSES
CUSTOMER
EXPERIENCE
BIZ & STAFF
EXPERIENCE
SX

39. WE NEED MORE TOOLS

40. Think Big, Start Small
But we don’t know how to connect the two.

41. Jamin Hegeman @jamin Stop Worrying 41
ImplementationService Design Adaptor

42. Jamin Hegeman @jamin Stop Worrying 42
Vision Implementation
Experience Management

43. Jamin Hegeman @jamin Stop Worrying
Experience Management
43
Incremental
Transformational
Cupcake
Birthday Cake
Wedding Cake
Explore
Clarify
Specify
Organization
LOB
Service
Product
Unique
Project / Idea
Scale
Project Type
Phase
Ability to view the vision with the journey along with the work being done

44. NEW WAYS OF
INTERACTING

45. Jamin Hegeman @jamin Stop Worrying
Service Design Skill Matrix
45by Mark Jones / Touchpoint Journal
SERVICE VISIONING
Brand and service
Service landscapes
Storytelling
Exploratory research
Trends and society
SERVICE
INFRASTRUCTURE
Culture and organisation
Technology infrastructure
Business modeling
Feasibility and viability
Experiment design
SERVICE DETAILING
Visual and interaction design
Value propositions
Prototyping and iteration
Design research
SERVICE OPERATIONS
Cross-functional collaboration
Training and operations
Service blueprints
Data and process
Create new service model
Operations
Evolve existing service model
Experience

46. Jamin Hegeman @jamin Stop Worrying
Engagement Models
46
EXTERNAL EMBEDDED HYBRID
Service design team focuses on
specific projects or a program of
work outside of business as usual
operations and delivery.
Pro: Dedicated team hyper focused.
Sees the big picture
Con: BAU may not know how to
integrate the work.
Service designers work as part of an
operations or delivery team,
integrating methods and tools into
workflow.
Pro: Invested and accountable,
highly integrated in the work.
Con: Isolated and may be
outnumbered by BAU.
External team accelerates projects,
and supports vision and horizontal
view. Embedded designers bridge
the gap between strategy and BAU.
Pro: Big picture view with linkage
to BAU.
Con: May be difficult to scale

47. Jamin Hegeman @jamin Stop Worrying
Orchestration
47
Research Consideration Application Payment Payoff
E2E Management

48. SO, WHEN SCALING
SERVICE DESIGN

49. Be a designer.
An organization is a design.

50. Your way is not the way.
Co-create and adapt.

51. Start small.
Then commit and learn together.

52. Invent new tools.
Because we haven’t seen everything yet.

53. Stop worrying. Give it away.
Because we’re all designers when it comes to service experience.

54. Thank You
Jamin Hegeman
@jamin