Peter Fossick: Creating a Service Design playbook in the era of cognitive computing

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.


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


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


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: [email protected] Web: peterfossick.co

Peter Fossick Service Design Director

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