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Creating a Service Design Playbook inthe era of cognitive computing
Pete Fossick | Service Design Director
All views are my own…
I’M A DESIGNER
I’M AN ANGEL
I’M AN ACADEMIC
I DESIGN WITH PEOPLE
I DESIGN WITH MACHINES
“Good design is good business”Thomas J. Watson Jr.
Source: IBM Corporation (www.ibm.com)
IBM Design :: © IBM Corporation
“Design thinking is an important part of IBM’s ambitious effort to
rethink and reimagine the customer experience.”
Ginni Rometty, CEO
Source: IBM Corporation (www.ibm.com/designthinking)
IBM focus on users - customer experiences and employees experiences
IBM practice cross-discipline collaboration called radical collaboration
IBM Design Thinking is about iteration and alignment
The PrinciplesPeople.
Practices.
Processes.
Source: IBM Corporation (www.ibm.com/designthinking)
A global community of designers
1300Source: IBM Corporation (www.ibm.com/designthinking)
Service Design
Experience Design
PANORAMIC FOCUSED
Tactical
Task Focused
Tech Specific
Usability
Behavioural
Sensorial
Sequential
Single Channel
Strategic
Systems Operations
Technology Agnostic
Feasibility
Cultural
Mental
Concurrent
Multiple Channels
Operationalise Design (Design Ops)
Design Ops
People Centric
Collaborative
Data Informed
Transformative
Process Driven
Systemised
REFLECTOBSERVE MAKE
IBM Design Thinking
Source: IBM Corporation (www.ibm.com/designthinking)
Tools and Activities MAKE PlanningExperience-Based RoadmapHills WritingTo-dos Prototyping / EvidencingBusiness Model CanvasCognitive walktroughCustomer lifecycle mapsHeuristic evaluationRole playService BlueprintService prototypingValue Proposition Canvas
OBSERVE ListeningFocus groupInterviews (User, Expert, Contextual) LookingCultural probeJournaling (Photo and Diary)ShadowingService Safari Exploring / UnderstandingAssumptions & QuestionsDesk/Secondary ResearchEmpathy mapStakeholder MapHopes & Fears
REFLECT Analyzing / SynthetizingAffinity diagramCard SortingCross-Channel ViewsCustomer Journey CanvasJourney Map / Scenario MapPersona Interpreting & PrioritizingAbstraction ladderingBig ideas MoSCoWNeed statementsPrioritization GridRose, Thorn, BudSWOT Analysis
GeneratingActors mapCreative matrixFeedback GridStoryboardingTouchpoints matrixUse cases CommunicatingEcology/System MapPoster (Concept)Tomorrow's headlinesVideo prototyping
Source: IBM Corporation (www.ibm.com/designthinking)
PLAYBOOKS
USER STORIES
are the project currency
Understand Diverge Converge Prototype
Agile using Sprints
Test Drop
10 Days
DATA is the new
OIL
experience
Platform
User
OfferingData Value
Behaviour Relevancy
Cognitive Adaptable
Data Informed Innovation
There is a shift from selling products and solutions
to selling platforms and outcomes
Supported by cognitive computing to deal with vast amounts of data
ECONOMY 4.0
ANALOGUE
TOO SLOW
Cognitive is fast and smart
It’s ambient and everywhere
Business &Enterprise
Design& Strategy
Technology& Engineering
Bio-Sciences& Environment
Culture & Values
Society &Behavior
BusinessDesign
IT & SystemsDesign
ExperienceDesign
ServiceDesign
Design 4.0
SustainableDesign
Design 4.0
Design 4.0
DevOps
TacticalTech Centric
Technical ThinkingTask Focused
Functional
Feature FocusCapability Specific
Processes
Agent Centric
Heuristic Driven
Data Informed
Transformative
Connected
Autonomous
StrategicPeople Centric
Design ThinkingNeed Focused
BehaviouralExperience Focus
Market Specific Interactions
Organisational Operational Centric Business Thinking
Distribution FocusedCultural
Financial FocusValue Specific
Systems
BizOpsDesOps
Tech 4.0
©Pe
ter F
ossi
ck
6 CHARACTERISTICS
Agent Centric Transformative Data Informed
Driven by Heuristics Connected
Design 4.0
Autonomous
Email: Peterfossick@peterfossick.co Web: peterfossick.co
Peter Fossick Service Design Director
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