Peter Fossick: Creating a Service Design playbook in the era of cognitive computing
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At IBM we have evolved our approaches to Service Design to shift our thinking and innovation activities away from products to ecosystems and outcomes. This presentation will explain the approaches the strategy and approaches we are using to design in the age of cognitive computing working with the world's largest and most successful corporations. IBM is applying Service Design methods and practices to help us deal with complex transformation challenges across large organisations to enable us to innovate at speed and scale with our clients. Using an approach we call Service Design 4.0, IBM uses Playbooks, methods and practices that coalesce to help us radically collaborate within teams and with clients to deliver transformation within the disruptive paradigm of Industry 4.0.
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Peter Fossick: Creating a Service Design playbook in the era of cognitive computing
- 1. Creating a Service Design Playbook in the era of cognitive computing Pete Fossick | Service Design Director
- 2. All views are my own…
- 4. I’M AN ANGEL
- 8. “Good design is good business” Thomas J. Watson Jr. Source: IBM Corporation (www.ibm.com)
- 9. 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)
- 10. 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 Principles People. Practices. Processes. Source: IBM Corporation (www.ibm.com/designthinking)
- 11. A global community of designers 1300 Source: IBM Corporation (www.ibm.com/designthinking)
- 12. 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
- 13. REFLECTOBSERVE MAKE IBM Design Thinking Source: IBM Corporation (www.ibm.com/designthinking)
- 14. Tools and Activities MAKE Planning Experience-Based Roadmap Hills Writing To-dos Prototyping / Evidencing Business Model Canvas Cognitive walktrough Customer lifecycle maps Heuristic evaluation Role play Service Blueprint Service prototyping Value Proposition Canvas OBSERVE Listening Focus group Interviews (User, Expert, Contextual) Looking Cultural probe Journaling (Photo and Diary) Shadowing Service Safari Exploring / Understanding Assumptions & Questions Desk/Secondary Research Empathy map Stakeholder Map Hopes & Fears REFLECT Analyzing / Synthetizing Affinity diagram Card Sorting Cross-Channel Views Customer Journey Canvas Journey Map / Scenario Map Persona Interpreting & Prioritizing Abstraction laddering Big ideas MoSCoW Need statements Prioritization Grid Rose, Thorn, Bud SWOT Analysis Generating Actors map Creative matrix Feedback Grid Storyboarding Touchpoints matrix Use cases Communicating Ecology/System Map Poster (Concept) Tomorrow's headlines Video prototyping Source: IBM Corporation (www.ibm.com/designthinking)
- 17. PLAYBOOKS
- 18. USER STORIES are the project currency
- 19. Understand Diverge Converge Prototype Agile using Sprints Test Drop 10 Days
- 21. experience Platform User OfferingData Value Behaviour Relevancy Cognitive Adaptable Data Informed Innovation
- 22. 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
- 23. ANALOGUE
- 24. TOO SLOW
- 25. Cognitive is fast and smart
- 26. It’s ambient and everywhere
- 27. Business & Enterprise Design & Strategy Technology & Engineering Bio-Sciences & Environment Culture & Values Society & Behavior Business Design IT & Systems Design Experience Design Service Design Design 4.0 Sustainable Design Design 4.0
- 28. Design 4.0 DevOps Tactical Tech Centric Technical Thinking Task Focused Functional Feature Focus Capability Specific Processes Agent Centric Heuristic Driven Data Informed Transformative Connected Autonomous Strategic People Centric Design Thinking Need Focused Behavioural Experience Focus Market Specific Interactions Organisational Operational Centric Business Thinking Distribution Focused Cultural Financial Focus Value Specific Systems BizOpsDesOps Tech 4.0 ©PeterFossick
- 29. 6 CHARACTERISTICS Agent Centric Transformative Data Informed Driven by Heuristics Connected Design 4.0 Autonomous
- 30. Email: Peterfossick@peterfossick.co Web: peterfossick.co Peter Fossick Service Design Director Your picture here