Blended Design Teams: from clients and consultants to co-workers
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blended design teams: from clients and consultants to co-workers Harriet Wakelam| @hwakelam | NAB Owen Hodda| @owenhodda | Deloitte Zaana Howard| @zaana | QUT
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Presented at Service Design Australia 2012 by Owen Hodda, Harriet Wakelam and Zaana HowardAudio can be found here: http://www.uxaustralia.com.au/servicedesign-2012/blended-design-teamsThe problems design teams are being asked to tackle are becoming increasingly complex. In this environment it is unlikely one agency, team or consultancy holds all of the breadth or depth of skills required to solve these problems alone.As a result, design is increasingly being carried out in ‘blended’ teams where clients and consultants become co-workers. Our presentation tells the story of a blended design team comprising a National Australia Bank (NAB) internal design team, product team, architects and more, working with an external consultancy, Deloitte; brought together to evaluate the customer experience of the new NAB retail stores.To work effectively in a multi-channel environment, team members needed to rapidly develop a cohesive approach that blended the strengths of their combined skills to understand design intent, experience, style, corporate requirements and artefacts. Challenges included:developing shared meanings,a common language and a shared culturenegotiating roles and trustdeveloping a consistent approachdeciding on methodology and tools that met all parties’ required outcomesovercoming initial issues of professional pride between organisations of ‘who does it best?’By utilising the combined strengths of the blended team a standard testing engagement was transformed into a strategic design process which delivered a holistic view of a new service and product proposal. From the context of this project, the realities of what worked, what didn’t and the opportunities for blending design teams will be discussed. In addition, the impact on the project, individual design teams, and their respective organisations for this co-working arrangement will be presented. The project provided tangible evidence of the power of design thinking; given credibility not through the expertise of an internal or external design team but through both high performing organisations supporting new approaches to design innovation in the form of a blended design team.
Transcript of Blended Design Teams: from clients and consultants to co-workers
blended design teams:!from clients and consultants !to co-workers
Harriet Wakelam | @hwakelam | NAB Owen Hodda | @owenhodda | Deloitte Zaana Howard | @zaana | QUT
role of design !in organisations is growing
“The customer is increasingly buying a set of ongoing relations and interactions through
which service will be rendered” Cefkin 2006
mission: a new retail store design
brief: “test all the things and tell us if they work”
what is a blended design team?
why
blended design !teams?
the how & !
thewhat !
of it all
shared à design leadership
outputs!outcomes vs
Digital
Retail
Self Service
Capability
Senior leadership
Yammer
Change
Marketing
Digital
Retail
Self Service
Capability
NAB Care
Commercial Cards
Innovation
Marketing
Senior leadership
Next Gen
Verification
Compliance training
Intranet
Business Bank
Out of the box
Yammer
Yammer
role of artefacts
As the role of design grows and diversifies, we need to be able to deliver timely commercial insight, whilst still being on the lookout for those “’crystallising’ moments: observations, ideas, connections, which are not complete in themselves, but which catalyse a well and richly prepared ground into a completely different way of seeing the world”
Bezaitis, M & Robinson R 2011
what’s changed?
design itself does not solve problems
inform solutions not always provide them
there is no end point to design
avoid fetishisation of design deliverables
a blended design team is
not just designers
service design is about ‘all the things’ all the time
questions? Harriet Wakelam | @hwakelam Owen Hodda | @ohodda Zaana Howard | @zaana
with thanks to….. Jess Ukotic | Cong Cao | Matt Sale | Peter Holmes | Louise Long | Anthony Waldron | Lev Orosz | Mandy Chambers | Warren and Mahoney | Jacqui Gill | Kerryn Eastwood | Scott Tim West | Mel Hambarsoomian | Chris Wilson | Robert Lee | Chris Smith | the staff of the Docklands store | NAB volunteers + customers | and many many more…
General information only This presenta,on contains general informa,on only, and none of Deloi7e Touche Tohmatsu Limited, its member firms, or their related en,,es (collec,vely the “Deloi7e Network”) is, by means of this presenta,on , rendering professional advice or services.
Before making any decision or taking any ac,on that may affect your finances or your business, you should consult a qualified professional adviser. No en,ty in the Deloi7e Network shall be responsible for any loss whatsoever sustained by any person who relies on this presenta,on.
About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/au/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.
Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and deep local expertise to help clients succeed wherever they operate. Deloitte's approximately 170,000 professionals are committed to becoming the standard of excellence.
About Deloitte Australia In Australia, the member firm is the Australian partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms. Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 5,700 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. For more information, please visit our web site at www.deloitte.com.au.
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