What does your job title really mean? / Ben Fausone & Yannic Scheffel

B E N FA U S O N E & YA N N I C S C H E F F E L

What does your jobtitle really mean?

Hello!YANN I C

BEN

As a service designer, how doyou explain your job to people?

CHAL L ENGES AUD I ENCE STRATEG I E S

As a service designer, how doyou explain your job to people?

CHAL L ENGES AUD I ENCE STRATEG I E S

As a service designer, how doyou explain your job to people?

We live in a societyof services, and most

job titles are vague.

CHAL L ENGES

The freakingT-shaped profile

CHAL L ENGES

Design and thedesign process are

confused with stylingby laypeople

CHAL L ENGES

Service designis confused withdesign thinking

CHAL L ENGES

Profession, roleand contributionare different things

CHAL L ENGES

TA S K 1

A J O B D E S C R I P T I O N B U L L S H I T O M E T E R

BUZZWORD BINGO

We’re looking for the brightest -------------- of our time to define and deliver some of the most challenging design creativity to some of the most critical infrastructure driving our complex world – a world of simultaneously logical data and irrational humanity.Design facing: you drive the design execution for our engagements; you are responsible for the concept and overall design qualityClient facing: You are the strategic, trusted partner to our clients. You help them succeed in their digital transformation.

You help to nurture and grow our client engagements.Team facing: You set out the direction to the team and translate the clients needs for the design team. You coach and guide the team.Design planning: You are able identify opportunities and leads from the client and are able to translate them to projects with a defined scope. Projects can be broken down to actions and individual deliverables. Together with the Project Manager you can build a plan and a road map for our design execution.

As a -------------- , you support corporate teams in their quest for new business opportunities. You inspire them with (startup) best practices, deep user understanding, and relevant tools and techniques. You are not only coaching this process, but you also contribute to the ideas. Finally, you function as a sounding board for corporate entrepreneursWhat to expect? An example: together with a colleague, you start off by organizing a workshop to set the innovation scope with the innovation team of our client. “Do we aim for disruptive innovation? What markets do we plan to address?” Once the desired outcome has been defined, you help the client to select a group of open minded employees within their workforce.

Lowe’s -------------- brings the human aspects of experiences to life by ensuring they are designing services that work for people. On one hand, this means an intense focus on customers, ensuring their needs are being identified, designed to and fulfilled. On the other, it means ensuring Lowe’s store associates and customer personnel are fully engaged in and equipped for the interactions that will deliver great customer experiences. A Lowe’s -------------- must have an innate understanding of, and facility with, design thinking and methods. You will be responsible for contributing to many aspects of the creative process, always ensuring that the voice of the customer is represented and respected. This is a role that will require the perfect balance of customer empathy, creative skill, commercial awareness and ability to deliver.

Help develop our product-service strategy accounts by managing and delivering projects, and providing excellent client service!You will research and analyse contextually (social, technological and competitive), map service ecosystems and blueprints and direct their visualisation; Plan user research, lead insight analysis and identify opportunity areasEnvision product-service conceptsCreate frameworks, tools and training programmes that enhance our clients’ organisational abilitiesYou will work with Directors to break down and structure clients’ issues and frame new projects, help them write proposals for complex product-service strategy projects with existing and new clients.

We are seeking a -------------- to join our Shanghai location. We want someone who has a unique blend of real-world experience and theory, someone who likes to blur the lines between strategy and creative, who has a passion for bringing market-leading offerings and new ventures to market. You will begin as a core member of IDEO’s interdisciplinary teams and our expectation is that you would grow into a project leader, responsible for orchestrating and delivering across all areas of a design challenge.

Your typical tasks: Planning and conducting user research, leading through the analysis and synthesis processes to translate insights and information from the research into foundation for design and creative and strategic thinking to develop ideas based on user needs. You should be experienced with a wide range of methods for all steps of the service design process and experimenting with them to achieve the best result for each project and be able to articulate and visualize your findings and ideas.Other tasks will be: facilitating innovation workshops together with clients, collaborating within diverse project teams and client relations and working responsively and efficiently within project timelines.

TA S K 2

G E T R I D O F A L L T H AT C O N F U S I O N

MATCH-A-TITLE

Service design lead

Innovation consultant

Lead Human Designer

Service strategist

Business designer

Service Designer

How do you explainyour job to people?

CHAL L ENGES AUD I ENCE STRATEG I E S

AUD I ENCE

The layperson

AUD I ENCE

The team member

AUD I ENCE

The potential client

AUD I ENCE

The learner

The rest ofyour company

AUD I ENCE

TA S K 3

D E S C R I B E YO U R J O B U S I N G O N LYT H E 1 0 0 0 M O S T U S E D W O R D S

UP GOER 5

How do you explainyour job to people?

CHAL L ENGES AUD I ENCE STRATEG I E S

STRATEG I E S

Embrace the bullshit.

STRATEG I E S

Simplify and getdown to essentials

STRATEG I E S

List as many skills aspossible, hard and soft

STRATEG I E S

Share your valuesand your mission

STRATEG I E S

Give examples

STRATEG I E S

Reject labels:tell what makes

you unique

TA S K 4

A S E R V I C E D E S I G N E R ’ S F I R S T T O U C H P O I N T

BUSINESS CARD

What does your jobtitle really mean?

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