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




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




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




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




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




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




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




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




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




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




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




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




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




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




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




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




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




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




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