Sketchnote Guide to the Service Experience Conference [October 3-4, 2013 in SF, CA]
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Transcript of Sketchnote Guide to the Service Experience Conference [October 3-4, 2013 in SF, CA]
SketchnotesOctober 3-4 // San Francisco
The Service Experience Conference brings
together designers and business leaders
to address the practice and execution of
service design.
Programmed and brought to you by
Adaptive Path, an experience design
consultancy committed to forwarding the
practice of experience design.
@katerutterintelleto.com
Sketchnotes by:
Sketchnotes fromThe Service Experience Conference 2013October 3-4, 2013 in San Francisco
adaptivepath.com@adaptivepath
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
When Service Design Meets the Divided Company
What happens when a service design
project meets a hierarchical, divided
company?
Dave talks about the importance of culture
and provides a method that anyone can
use to map and understand the culture of a
team, group or organisation.
KeynoteOctober 3, 2013 | 9:10-10:00am
Founder and CEO
liminl
Dave Gray
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Shaping Conversations and Establishing Common Ground
Customer stories and service blueprints
can engage decision makers and support
service implementation across diverse
teams, but the conversations that these
tools spark (or lack thereof) make all the
difference.
What role can service designers play in
shaping these conversations and how can
visual tools be used as a catalyst for diverse teams to establish common
ground? How do you align across roles,
functions, and even entire organizations to
invest in and deliver a cohesive experience
to your customers? Kyle shares his
experiences and insights.
October 3, 2013 | 10:00-10:30am
Service Design
Consultant
Philips Design Healthcare
Kyle Vice
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Youʼre Almost Home!Recognizing Emotion in the Mortgage Business and Enhancing it Through Service Design
Nobody wants a mortgage. They want a
home. But getting a mortgage is
notoriously complex and stressful.
USAA turned to service design to help. In
this talk, Andrew shares some of the things
they’re learning along the way.
October 3, 2013 | 10:50-11:20am
Product Management
Director
USAA
Andrew Becker
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Optimizing Your Customer Design Value
Customer Experience Management (CEM)
is an essential practice of successful
organizations today. Diane presents an
introduction to CEM, how to drive and
measure the impact, and the value of
holistically designing your customers
experience at every touchpoint.
October 3, 2013 | 11:20-11:50am
Customer Experience
Executive
AT&T
Diane Magers
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Iʼll Meet You at the Business Model:Applying Design Methods to Business Strategy
In many organizations, design and
business co-exist as distinct silos.
However, a whole world of possibilities
opens up when designers—and their way
of thinking—become an integral part of the
business strategy and execution process.
This discussion shows designers how the
methods they already know by heart—
visualization, prototyping, co-creation, and iteration—are essential to forming novel
business models and executing new
concepts in the market.
October 3, 2013 | 11:50-12:20pm
Andrew CrowBrand & Experience Design DirectorGE Design & Experience Group
Senior Design Consultant
Peer Insight
Jessica Dugan
CEO &
Chief Inspiration Officer
Peer Insight
Tim Ogilvie
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Product Design : Service Design : Product Management : ????
Service design addresses the
shortcomings of typical product design for
helping businesses understand and deliver
on holistic customer relationships over
time.
However, design alone is insufficient for
ensuring this delivery. Businesses are still
in the thrall of product management
practices that emphasize requirements, ship dates, and short-term analytics.
Peter talks about how we must redefine
how companies coordinate and
operationalize their service delivery,
moving away from models that made sense
in mass manufacturing.
October 3, 2013 | 1:30-1:40pm
VP of Global Design
Groupon
Peter Merholz
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Itʼs the Experience that Matters
What does an organization known for
“shushing” people, penalizing slow readers
(you know you owe fines) and maintaining
order right down to the decimal point know
about service design? A whole lot more
than you might imagine.
Melanie shares how her library transformed
from the inside out with a renewed and
intentional focus on the customer experience, and shares examples of how
this and other libraries are making its
customer promises real through their
people, places, processes and promotions.
October 3, 2013 | 1:40-2:10pm
Executive Director
Richland Library, Columbia, SC
Melanie Huggins
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Navigating Through Complexity:Assessing Impact through Experimentation
Complex systems, such as health care, are
large, interconnected structures that often
fluctuate between organized and chaotic.
This inherent complexity makes it
necessary for us to have an actionable
service vision that sets a foundation for
change and methodologies that allow us to
experiment with new ideas while measuring
their impact.
This talk explores the role and benefits of
active experimentation and highlights
impact analysis in our design process and
why it is effective for the practice of service
design.
October 3, 2013 | 2:10-2:40pm
Senior Service Designer
Mayo Clinic Center for Innovation
Meredith DeZutter
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Disrupting Corruption:An Ethnographic Approach to Better Public Service Delivery
The mismanagement of public funds by
institutions of governance is too often
diagnosed simply as “corruption”. As a
result, the economic models and
technocratic measures policymakers
deploy to tackle “corruption” and deliver
better public services too often fail as well.
In this talk, Dave discusses how his firm
blends ethnography, development economics, design, and public policy to
better understand and address the root
causes of why public institutions fall short
of their promises to the people they serve.
October 3, 2013 | 2:40-3:10pm
Director of Programs
Reboot
Dave Algoso
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Get Real, Fast: Service Prototyping for Innovation
Rough and ready prototyping in the form of
sketching, storyboarding and scenario
development, crude mock-ups, and role-
playing, are all part of a service design
team’s “build to think” toolkits.
In this talk, Justin explores different
methodologies for rapid, real-world
prototyping.
October 3, 2013 | 3:30-4:00pm
Interaction Designer
gravitytank
Justin Rheinfrank
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
What it Takes to Become a Superb Service Designer
Service designers help clients create better
business models, deliver better services
and stage better experiences across
multiple processes, channels and
touchpoints.
This talk outlines the competencies and
roles that are essential for any service
designer to master.
October 3, 2013 | 4:00-4:30pm
Senior Strategist in
Design-Driven Innovation
and Branding
SCAD
Robert Bau
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
5 Things I Wish I Knew:A Service Design Journey
Nine years ago, Jamin started a journey
into Service Design. Now, after years of
working in the field, convening
conversations in the design community and
leading service design projects for a wide
variety of companies, he shares what he
wishes he’d known at the start of his
Service Design work.
KeynoteOctober 3, 2013 | 4:30-5:20pm
Design Director
Adaptive Path
Jamin Hegeman
coming soon
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Digital Services at Marriott
In the last two years Marriott has
developed a digital services roadmap that
will transform how Marriott hotels engage
their guests and support their needs
throughout the travel lifecycle.
Mariana shares the story of two specific
innovative products that they have been
developing and are poised to roll-out to the
brand’s 850 hotels worldwide.
October 4, 2013 | 1:10-1:40pm
Vice President of Digital
Experience
Marriott International
Mariana Cavalcanti
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
How Snow White is turning Airbnb into a Service Design Company
Airbnb embarked on a strategic project
that transformed how they think about the
product, their customer and the experience
they deliver.
In this talk, Rebecca shares an insiders
view of the project called “Snow White” and
what they’ve learned as a result.
October 4, 2013 | 1:40-2:10pm
UX Design & Research
Airbnb
Rebecca Sinclair
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Future Perfect:We Will Have...
What’s the purpose of business? Is it a
solely a profit-making venture, or is profit
the outcome of how you engage and serve
a customer?
In this talk, Brandon lays out a new
framework for the future of business and
introduces the mindset and behaviors
needed to successfully navigate 21st
Century problems.
October 4, 2013 | 2:10-2:40pm
CEO
Adaptive Path
Brandon Schauer
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Moving Fast:Service Design forTransportation Startups
Greenstart, a venture design studio for
startups, partnered with two exciting
transportation companies, Scoot and
RidePal, to focus the efforts on service
design.
David shares how they built the experience
for these novel forms of transportation, the
web and mobile applications that support
the product, and the customer service design that went into a delightful
experience for all riders.
October 4, 2013 | 2:40-3:10pm
Design Partner
Greenstart
David Merkoski
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
Design at ScaleUsing the concept of design systems, and
lean UX, Andrew talks about designing for
context and scaling from small to large
audiences.
Multiple devices, audiences, and
ecosystems make it difficult to enable
consistency and quality. The design team
at GE faces this head-on while creating
great software experiences for GE’s businesses and customers.
October 4, 2013 | 3:30-4:00pm
Brand & Experience
Design Director
GE Design & Experience Group
Andrew Crow
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
In Process We Trust:a Closer Look at the Emergence of Service Design in the Public Sector
Jon and Kirsty discuss the Booz Allen
journey into design and how the firm is
using the principles of design to transform
its culture and capabilities for 21st century
challenges.
October 4, 2013 | 4:00-4:30pm
Senior Associate
Booz Allen Hamilton
Jon Judah
Senior Associate
Booz Allen Hamilton
Kirsty Hosea
#servicexconf
Sketchnoted by:@katerutterintelleto.com
@adaptivepathwww.adaptivepath.com
Hosted by:Presented at:
From User Experience to Customer ExperienceWe’ve entered the Age of the Customer —
an era where a focus on customers matters
more than any other strategic business
imperative. With this shift, the business
discipline of customer experience (CX) has
emerged.
Kerry’s talk provides an overview of the
evolution of the field of customer
experience, a deep understanding of the scope, objectives, and role of customer
experience in today’s top organizations,
and guidance for how UX professionals
can leverage their skills and make the most
of this important business trend.
KeynoteOctober 4, 2013 | 4:30-5:00pm
Vice President and
Principal Analyst
Forrester Research
Kerry Bodine
coming soon