Wired to Win
Human-centered Digital Transformation
WEBINAR SERIES (PART 3)
Date: November 2024
Part 3: Service Design
Welcome to Part 3 in our series on Human-centered Digital Transformation.
Digital transformation programs are like a maze. Leaders, employees, and customers tend to get lost in them. This webinar introduces an approach that not only guides people through the maze but also tears down its walls – those proverbial organizational silos – to bring a holistic, clear, and systemic view to transformation efforts.
This approach is called Service Design.
Service Design benefits the organization and its stakeholders, providing both a mindset and toolset that will improve any digital transformation initiative.
Video replay
This episode focuses on how Service Design can help organizations better understand customers’ and employees’ contexts to deliver more value to them and boost the impact of digital transformation investments.
Our guests, Antonio Iadarola (Service Design Lead for JPMorgan Chase), and Peter Horvath (Service Design and Strategy Lead for Whitespace) discuss principles, practices, and stories of how Service Design methods and mindsets have changed the organizations they work with.
Antonio and Peter introduce Service Design as a solution-agnostic, human-centered practice, focused on aligning stakeholders, services, and processes to deliver employee and customer experiences that create value for organizations.
Some key takeaways:
- Bridging silos and collaboration are essential for digital transformation projects to succeed
- This cross-functional collaboration must be incentivized and be focused on clear, joint incentives.
- Successful service delivery works on the ‘backstage’ as much as the ‘frontstage’ of digitally-powered services.
- Service Design is needed for off-the-shelf tools and internal audiences as much as bespoke, custom applications for external customers.
- Service Designers’ toolboxes include discovery research, prototyping & testing, journey design and management, co-creation methods, as well as orchestration and process improvement approaches.
- Service Design is increasingly becoming part of ongoing operations and management of digital transformation projects, through ResearchOps, DesignOps, and dynamic journey management tools.
- Playbooks are important for self-sufficient operations of teams – and their continuous update is as important as their creation.
Some of the stories you will hear include:
- A project where a complex trading platform for investment banking faced user issues, and through research and journey management the root cause was traced back all the way to the onboarding process.
- A large telecommunications company where each department believed they were excelling in customer satisfaction – only for a journey-based approach to reveal that the customer experience suffered during the hand-off points between departments.
- A European shopping center development, where executives were encouraged to participate in overnight prototyping sessions, and after initial hesitance the impact of this practice was recognized.
Webinar participants were asked to consider their organizations and explore the following:
- How deeply do your senior decision makers and product/service teams observe and understand end-to-end journeys of employees and customers?
- Who is incentivized to improve end-to-end experiences for your employees and customers?
- How well are you using your understanding of employees and customers’ experiences to make strategic decisions?
Discovery Research and Design Thinking, key components of Service Design, are so important to successful digital transformation that we focus on them in upcoming episodes.