Large organisations are struggling to make the right decisions for their clients and employees. Implementing service design thinking and doing into these organisations can help them in this process. But how to start and what barriers do we encounter. I would love to share some real insight stories on successes and struggles we went through. And give some examples of how we help organisations in this process. Large governmental organisations, like: the Flemish institution for education (Gemeenschapsonderwijs), the Flemish department for work and social economy, Belgian department for employment and education VDAB, etc.

2. KNIGHT MOVESKNIGHT MOVES
S E R V I C E D E S I G N

3. SERVICE DESIGN
into large organisations
sneaking

7. SERVICE DESIGN
we love

8. SERVICE DESIGN
CUSTOMER PRODUCT

9. SERVICE DESIGN
CUSTOMER
CUSTOMER
CUSTOMER CLIENTSERVICE
PRODUCTS
WEBSITE IT
MARKETING
BUSINESS

10. BUSINESS ANALYSIS
CONFERENCE
So what the hell is a service designer doing at a

11. SERVICE DESIGN & BUSINESS ANALYSIS
Improve quality of services
Design solutions
Start from research/analysis
Help organisations change

12. SERVICE DESIGN
Design/synthesis
Qualitative research focus (the why)
Shape stakeholder objectives
Start from user needs
BUSINESS ANALYSE
Analysis
Quantitative data focus (the what)
Understand stakeholder
objectives
Start from business needs

13. Desirability
(human)
Viability
(business)
Feasibility
(technical)

14. Desirability
(human)
Viability
(business)
Feasibility
(technical)
BUSINESS ANALYSIS
starts from
SERVICE DESIGN
starts from

15. Desirability
(human)
Viability
(business)
Feasibility
(technical)
BUSINESS ANALYSIS
starts from
SERVICE DESIGN
starts from
SO LET S COLLABORATE!‘

16. THIS TALK
Sneaking service design into large organisations

17. How a service design/ human-centered approach can help organisations
improve their customer experience by starting small and evolving towards
bigger change

18. SPARK
INTEREST
SHOW
IMPACT
GO
VIRAL
Small project to
introduce service
design concepts
Larger holistic
project that
yields significant
results
Integrate
service design
practices into an
organisation on
multiple levels

19. SPARK
INTEREST
SHOW
IMPACT
GO
VIRAL
Small project to
introduce service
design concepts
Larger holistic
project that
yields significant
results
Integrate
service design
practices into an
organisation on
multiple levels

20. 1. SPARK INTEREST
Small projects to introduce service design concepts
Facilitating co-creation workshops
Concepts of service design systems
Generating personas
Creating customer journeys
Value discovery tracks

21. FLEMISH HERITAGE
Putting the Flemish heritage back on the agenda
for a broader audience.

26. “
COMMUNICATION MANAGER OF THE ORGANISATION
Great to have the whole team together
and decide who and what we will focus on

27. THE RESULTS
Insights on the users
Stronger team that knows what has to be achieved
Inspiration and interesting new directions
We can do things differently & more people focussed

28. SPARK
INTEREST
SHOW
IMPACT
GO
VIRAL
Small project to
introduce service
design concepts
Larger holistic
project that
yields significant
results
Integrate
service design
practices into an
organisation on
multiple levels

29. SPARK
INTEREST
SHOW
IMPACT
GO
VIRAL
Small project to
introduce service
design concepts
Larger holistic
project that
yields significant
results
Integrate
service design
practices into an
organisation on
multiple levels

30. 2. SHOW IMPACT
Larger holistic project that yields significant results.
Service system implementation
Design & role-out of one or more touchpoints
Iterative design process together with the
organisation

31. VIDEO CLASSES
Shape the organisational workflow for the content
of an online learning platform

37. “
PROJECT LEADER
Good to get an overview of such a complex process and have some
concrete steps of what we need to do, with everyone agreeing beforehand.

38. THE RESULTS
Proud and motivated team
Roadmap with small steps on how to implement the change
Successful taks change of employees
Successful product-service role-out

39. SERVICE DESIGN CHANGED
The world changed, Questions from clients changed, We changed

40. How can we as a whole organisation become more
customer-centric?
FLEMISH DEPARTMENT FOR WORK AND SOCIAL ECONOMY

41. How can service design be implemented in all levels of education.
Both by teachers aswel as policy makers?
FLEMISH INSTITUTION FOR EDUCATION

42. How can our 2 organisations merge and improve both our online
and offline services to become more citizen-centred?
LOCAL GOVERNMENT & SOCIAL SERVICES

43. WHAT THESE QUESTIONS HAVE IN COMMON
Their endgoal is to create better experiences for people
It’s all about people
Facilitation change
Complex to solve (complex stakeholder structures)

44. SPARK
INTEREST
SHOW
IMPACT
GO
VIRAL
Small project to
introduce service
design concepts
Larger holistic
project that
yields significant
results
Integrate
service design
practices into an
organisation on
multiple levels

45. 3. GO VIRAL
Making service design part of the organisation
Service Design trainings
More projects at different departments
Advising on design processes
Co-creating the organisational culture

46. TRANSFORM EDUCATION
How can we improve our education system
so that it becomes more student-centered and every student finds its place.

50. “
TEACHER
It’s so motivating to give feedback and see that implemented 2 weeks later

52. IXZO! A digital tool that transforms the classroom into a place where
every student can learn in its own pace and teachers serve as
facilitators to support students in their own composed education.

53. Running Collaborations
Service Design training & coaching
Co-creating an innovation process
Competency validation with blockchain
Value discovery tracks
…

54. “
EDUCATIONAL ADVISOR
I’m now co-creating school visions with students and teachers.
Whereas before we just told them what they should change.

55. “
PEDAGOGICAL SUPERVISOR
We are testing IXZO! in 10 schools, to capture feedback we do focus
groups in the classroom. The feedback goes directly to the 2weekly
sprints we kept on running.

56. “
TEACHER
I’m now in charge of my own lessons,
I design educational paths together with every student individually

57. OUR LEARNINGS
Show impact to gain trust
Mind-shift only comes from experiencing the impact
Take small steps, don’t overwhelm
Take the time to involve people and let them jump on board
Start small, don’t promise the moon

58. SERVICE DESIGN POWERS
Co-create to establish ‘draagvlak’
Connect the front and the back stage from the start
The power of design, visuals and stories
Use the voice of the customer as an enabler

59. THANK YOU !
W W W . K N I G H T M O V E S . B E
@stinavanhoof @KnightMoves111 @SDpodcaster