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At the heart of the conference lie highly-interactive masterclasses and participative lectures. The masterclasses are three hour workshops to explore and practice latest methodologies and develop new skills. They are led by well-known practitioners and senior-level leaders in their fields. They provide you with a range of proven concepts and useful service and business design tools. The lectures are more theoretical and future-oriented sessions, imbued with inspiring cases supported with scientific data and research findings. They are given by engaging lecturers; experienced professors from international universities and academies. The lectures are grouped in pairs on the basis of corresponding topics.

On each conference day, five masterclasses and one lecture pair will be given parallel in time for about three hours each. During the ticket purchase process you can let us know your preferences. Because of a maximum capacity per masterclass and lecture pair, allocation will be based on registration order.


Friday, October 5th / Saturday, October 6th

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Friday, October 5th

Masterclass 1 'Merging AI into the service design process'

Masterclass leaders
Kirsikka Vaajakallio (Hellon)
Jaakko Wäänänen (Hellon)


Description
Solving the right problems and offering better services and products isn’t easy. For that, we conduct ethnographic, qualitative research, to understand people’s needs and their underlying causes and context. With the amount of data in the world growing fast, data science and deep learning can offer valuable insights for service innovation and business design. Blending quantitative analysis and qualitative reasoning helps leaders to see where the biggest business opportunities lies in their organisation.

In this workshop you will learn how to merge artificial intelligence (AI) into the service design process. There will be an introduction to AI after which you will work in small groups and will learn how to let AI identify bottlenecks and pain points in solving the right problems to design optimal user experiences.

Who may benefit from this masterclass?
This interactive masterclass focuses on merging AI into the service design process and customer experience leadership: interesting for strategists, top managers and senior experts who are involved in business design, experience design and service innovation.


Key takeaways will include how to:

  • Utilise AI for leading customer experience development
  • Merge AI into the service design process
  • Build a bridge between design and business
  • Utilise AI in strategic decision making
  • Drive change in organisations with the use of AI

Scheduled
Friday, October 5th, 14:30 - 17:30

 

Masterclass 2 ‘Adapting to customer centricity by breaking down business silos’

Masterclass leaders
Adam Smith (Rawnet)
Sam Evans (Rawnet)


Description
A typical organisation will have many departments; marketing, sales, customer service, operations etc. Each of these is involved and responsible for specific channels and (service) touchpoints. However, none of the habits that truly make an organisation customer centric are possible across fragmented departments. The thing is, customers don’t care about silos or systems. They care about outcomes and feeling positive.

Many organisations know the importance and benefits of customer centricity, but hardwired silo mentality is something large organisations struggle to get past. It’s ingrained in the culture. ‘Customer centricity’ fails because it’s no single department’s responsibility.

In this masterclass you will learn how to break down silos and how to collaborate as a business while putting the customer at the centre of everything you do. You’ll learn how to benchmark how customer centric an organisation is, and understand the steps you can take to empower your organisation to design new and exciting services that are both positive and convenient for your customers.

Who may benefit from this masterclass?

  • Experts involved in and responsible for customer experience innovation, including those who are practicing service design at a strategic level
  • Product and/or service owners
  • As well as anyone who is trying to apply service design methodologies within a corporate business context

Key takeaways will include how to:

  • Execute a CX maturity assessment
  • Understand customer context beyond the usual touchpoints
  • Influence and convince internal stakeholders of the value of customer centricity

Scheduled
Friday, October 5th, 14:30 - 17:30

 

Masterclass 3 ‘Service design in reverse’

Masterclass leader
Andy Polaine (Fjord)


Description
Service design has gained a reputation for producing research reports, giant blueprint posters and concepts. We often design for complex services full of problems within problems – classic wicked problems. To tackle these, we usually start with the helicopter view and a lengthy research discovery, followed by synthesis and service concepts before even starting to design specific touchpoints. Organisations often struggle with the patience required for this and have a need to see results and, often, (service) designers need to earn the trust of the stakeholders involved. This masterclass takes participants through a 'service design in reverse' methodology, starting with a key touchpoint and working backwards towards the ecosystem view. Andy will use the approach to discuss different approaches to instilling confidence and managing stakeholder expectations in different types of projects.

Who may benefit from this masterclass?

  • Department heads or leads in small and large organisations

  • Product managers/owners

  • Experienced senior service designers and UX designers

Key takeaways will include how to:

  • Work backwards from product to service ecosystem

  • Mentally zoom in and out from big picture to detail and back again

  • Use low-fi blueprinting as a way to 'sketch' and discuss services

  • Create virtuous cycles of positive customer and business experiences

  • Create buy-in from stakeholders

Scheduled
Friday, October 5th, 14:30 - 17:30

 

Masterclass 4 'Dispatches from a speculative future'

Masterclass leader
Erica Moreti (Continuum)
Stefano Bianchini (Continuum)


Description
Climate change, AI domination, Millennials and Z’s, Tesla in space, nanorobots, the new futurism, the new catastrophism. We’re in a state of flux. Society and businesses are expected to face an extreme change within the next years and organisations are already reshaping to follow this loop. How to make sense of this new complexity and ride the dynamics of change?

In this workshop, you will explore fictional worlds, using intentionally provocative stories to imagine possible experiential futures for society and for industries, investigating existing, latent behaviours and technologies to understand how we can drive strategy and adapt to change.

Who may benefit from this masterclass?

  • Innovation, channel, customer experience & transformation heads/managers

  • Line of businesses/industry leads

  • Product and category owners

  • Futurism, future ethnography and fiction lovers

Key takeaways:

  • Learn about external context changing and imagine possible impacts of emerging behaviours and technology in society and businesses, based on ethnographic future research methods

  • Explore new mindsets for designing to unpredictability & whitespace innovation for driving long term strategy

  • Use design narratives for driving strategy and for engaging stakeholders and users

  • Comprehend and use extreme futuristic scenarios to break barriers, activate and feed innovation processes

Scheduled
Friday, October 5th, 14:30 - 17:30

 

Masterclass 5 'Building design capacity'

Masterclass leader
Sarah Drummond (Snook)


Description
From governments to national retailers, everyone’s talking about how design might help them deliver what they do more efficiently and enable better outcomes for their users. It's become the new competency that organisations are seeking to build into their capability set. From hiring designers to becoming 'user-centered' as an organisation overall, people are flocking in their droves to grab a bit of the good stuff to make what they do, better for all and help their bottom lines. But it’s not easy to build this as an organisational competency. How do you do it? Where do you start? And once you’ve started, where do you go next? What does ‘getting there’ look like? What might the journey look like and what will I need to invest in to become ‘user-centered'?

In this masterclass, you will get to know how organisations are embedding design from starting out to scaling up these capabilities across their organisation to sustain design and grow a culture that focuses on delivering services that continuously meet user needs. You will learn to use Snook’s approach to embedding design at organisations, and what’s important to consider from choosing the right projects to work on to how to build products that scale Service Design in the longterm. You will work on practical exercises, reflecting on the 'design capability framework', to highlight what works well at what stage, what you can prioritise and what you should avoid doing.

This interactive session is highly recommended for:

  • Those starting out in building design cultures, capacity or processes into their business

  • Design managers new to working inside business

  • Decision makers tasked with building design capability

  • Everyone who is on the journey to embed design but want to look ahead at what’s next

Key takeaways will include:

  • Understand the different levels of design maturity of organisation

  • Gain approaches to build design capability inside your business

  • Choose an ideal project for your level of organisational design maturity

  • A strategy outline for how you can work with your organisation to take home the concept

Scheduled
Friday, October 5th, 14:30 - 17:30

 

Lectures 'Service innovation and the role of data and technology'

Lecture 1 'How to engage people in technology-oriented projects'

Lecturer
Patrizia Marti (University of Siena)


Description
Contemporary society is seeing a series of pervasive, spontaneous phenomena emerging in connection with the use of technologies which are now easily accessible, versatile and economical. The design discipline can contribute to social innovation by putting its assets of creative thinking and methods for materialising and experimenting with ideas and solutions. Therefore, designing products, services and technological systems is inextricably and inevitably linked with society and has very profound social consequences. Nowadays, the questions decision makers - design and business experts - must answer are complex, do not have a single solution, and are enriched and changed with time; making the task challenging.

How to combine human-centred approaches with the design of existing, new and emerging technologies? How do we know when to use technology in the services we design? How to engage people in co-design and participatory-research in technology-oriented projects? We need to establish a shared vision of a society which innovates not only in technology, but in generating positive socio-cultural change through the use of technologies, enabling people to transform and improve their existence.

This lecture will provide a theoretical grounding for human-centred technology, and will be exemplified by presenting idea experiments and design cases.

Scheduled
Friday, October 5th, 14:30 - 16:00



Lecture 2

Lecturer
Paolo Ciuccarelli (Politecnico di Milano)

Description
Description will follow soon.

Scheduled
Saturday, October 6th, 16:00 - 17:30

 

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Saturday, October 6th

Masterclass 1 ‘Service design walkabout - how putting yourself in other’s shoes makes valuable innovations’

Masterclass leaders
Mike Press (Open Change)

Hazel White (Open Change)

Description
This fast qualitative research exercise will demonstrate how an organisation's strategy can be developed and directed using user-centred design. The Service Walkabout will help you see the world with fresh eyes. You will experience how a service is delivered from the user’s perspective and observe where this is working well and where there are opportunities for improvement. This hands-on experience will introduce observation, empathy and insight gathering techniques which participants can take back and immediately apply in their own business or organisation.

The Masterclass is led by Hazel White and Mike Press of Open Change - a service design company based in Scotland. With considerable experience of applying service design to local government, national government, healthcare, education and employment policy, they will share their insights, equip you with some new skills, set you off on exploring Barcelona with a service designer’s eye for finding problems and opportunities, and returning for a debrief.

Who may benefit from this masterclass?
This practical and engaging masterclass is for all those who have an interest in understanding the behavioural context of service design and developing a human-centred approach to innovation within their organisations.


Key takeaways will include how to:

  • Apply ethnographic and observational research methods
  • Draw insights from observations
  • Direct strategy based on research insights
  • Develop human-centred design innovation

Scheduled
Saturday, October 6th, 14:30 - 17:30

 

Masterclass 2 ‘Navigating change - do you need a roadmap or a compass?’

Masterclass leader
Lydia Howland (Klevio)


Description
In today’s organisations, there’s lots of talk about roadmaps. But innovators risk getting ‘lost in the woods’ unless they’ve also got a compass guiding them in the right direction. Often teams know what they need to do and when they need to do it by, but may lose sight of why they’re doing it in the first place.

This is why having a North Star is so important. In most organisations, change is the only constant. Deadlines move, priorities shift, budgets shrink and sponsors move on but unmet user needs are remarkably tenacious. Which why the companies that put the needs of their users first tend to win out in the end.

Drawing on examples from 15 years of working with the public sector (the UK’s Government Digital Service), the private sector (onefinestay), start-ups (Klevio) and consultancies (IDEO), Lydia will explain how staying true to user needs helps orientate teams towards solutions that aren’t just technologically feasible and economically viable but actually desirable too. Working in small groups, these case studies will help participants define their own product compass and roadmaps for their organisations, based on true user needs.

Who may benefit from this masterclass?
This case-study based masterclass is for all practitioners involved in or responsible for the design process, including decision makers, product owners and strategic designers. Or anyone who’s ever been clear about what they’re being asked to do but had no idea why they’re being asked to do it.


Key takeaways will include how to:

  • Make insights more actionable for everyone
  • Keep user needs front and centre throughout the design process
  • Change track when a project is going off-course
  • Win over people who deal in numbers/code and not stories

Scheduled
Saturday, October 6th, 14:30 - 17:30

 

Masterclass 3 ‘People and profit: measuring business value for intangible experiences’

Masterclass leader
Niharika Hariharan (McKinsey & Company)


Description
Human centred or user centred approach to designing services almost always assumes the hierarchy of people over organisation. Services are often founded on user needs with clearly articulated user value, but almost always fail to address its relevance to the organisation. Due to this one sided lens to problem solving, there is little understanding of why a business should benefit from investing, building, adopting and maintaining the service proposition; as a consequence many service design projects fail to sustain.

This workshop focusses on answering three key questions:

  1. How can we consider designing services that add value to both users and businesses equally?

  2. How do we measure the value of experiences that are intangibles and services that can only be experienced? 

  3. How can businesses adapt to change in the way they measure impact and define value?

Who may benefit from this masterclass?

  • Senior experts involved in and responsible for (service) innovation as well as those who are practicing service design at a managerial level.

  • For those who want to learn to apply value frameworks to quantify their service propositions and to demonstrate the success of their solutions through out the innovation process

  • This masterclass is especially interesting for non-designers who are curious to work with strategic thinkers and makers

Key takeaways will include:

  • A holistic approach to designing services

  • A framework that enables you to define impact for your service proposition

  • Ways of working with design-led teams to define value and measure impact

  • Defining business cases for service design

Scheduled
Saturday, October 6th, 14:30 - 17:30

 

Masterclass 4 'Power to the People'

Masterclass leaders
Bas Raijmakers (STBY)
Geke van Dijk (STBY)

Megan Anderson (STBY)

Description
Everyone in the world should have access to enough energy to live a comfortable life, with access to clean water, nutritious food, shelter, healthcare, education and economic opportunities. Many in the world have achieved this, but at the cost of the climate. While we eagerly await political revolutions and technological breakthroughs, design can help accelerate the transition by supporting activism, by scaling existing technologies and by challenging the status quo. Many public and private organisations are searching for ways to make a contribution to the changes that are necessary.

In this masterclass you will learn how to reframe those wicked problems to create new opportunities for addressing them. This is also what STBY has done, together with its international network Reach, for What Design Can Do and IKEA foundation during the first half of this year. This resulted in a design challenge that you can participate in as well with the work that you will do in this masterclass. At the same time you will learn to mobilise the power of both local and global creative communities to take on such grand challenges. You will work in small teams on carefully crafted briefs, and at the end of the masterclass we will together reflect on how the briefs were created.

Who may benefit from this masterclass?

  • Designers who want to contribute to global and local change using their design skills
  • Entrepreneurs and startups who want to create green revolutions
  • Civil servants and politicians who want to change their cities and countries
  • Corporations that can contribute to what climate change requires from all of us

Key takeaways will include how to:

  • Reframe wicked problems to create new opportunities for addressing them
  • Create local responses to global changes and challenges
  • Contribute as a public and private organisation to a more sustainable world
  • Invite designers and creative entrepreneurs to rethink and reimagine complex problems
  • Submit your ideas to the global What Design Can Do challenge, and make change happen!

Scheduled
Saturday, October 6th, 14:30 - 17:30

 

Masterclass 5 'Through different eyes: the pros and cons of empathy in strategic design thinking'

Masterclass leader
Arne van Oosterom (DesignThinkers Academy)


Description
Empathy lies at the core of human centered design. And although we aren’t able to fully experience what someone else feels, thinks or does, it is possible to putting aside our own biases and stigmas and understanding the problems and realities of the people we are designing for. But what does this bring us if we aren’t using our empathy to solve a problem or offer a solution to someones needs? What is the relevance and importance of empathy in innovation processes?

This masterclass is an interactive exploration of one of the most misused words in service design and design thinking. During this masterclass you’ll discover what empathy is, what it is not and how it can contribute to better services, a stronger brand, a human-centric, innovative culture, a happier life and... last but not least: a better world.

Who may benefit from this masterclass?

  • Senior marketers, designers and others who are involved in service innovation in their own organisations or with other organisations
  • Professionals who want to improve the first stage of their design thinking processes in order to design, develop and produce (more) valuable outcomes
  • Consultants and change managers who are advising about and/or responsible for developing innovative organisational cultures

Key takeaways will include how to:

  • Demonstrate the relevance and importance of empathy in service improvement and innovation processes to solve problems and/or seize new opportunities
  • Use and embed empathy in strategic design thinking

Scheduled
Saturday, October 6th, 14:30 - 17:30

 

Lectures 'Designing for positive impact and human flourishing'

Lecture 1 'What it means to design for emotions and happiness'

Lecturer
Anna Pohlmeyer (Delft University of Technology)


Description
What is a good customer experience? What is a good service? Service design is by its very nature already human-centered. In addition to outcomes such as increase in productivity, efficiency, and ease of use, services also bear great potential to move people emotionally. Still the question remains: is a good service one that gets people excited, delighted or relaxed? Is it one that makes people feel proud, connected or safe? Is it one that stimulates creativity, bravery or helps others? What is it that we are talking about when we refer to a good service? In most cases, the answer will be: ‘It depends'. Fair enough. However, then the question will be: ‘On what?’. It is key to be aware that these are all different goals, which in turn will result in different design solutions.

To design for emotions, happiness and wellbeing requires designers to be able to zoom out in order to gain the big picture and to develop a clear vision. However, one can easily get stuck on this abstract, high level view, not knowing where and how to engage in. For this, it is necessary to also zoom into the fine-grained subtleties of pleasurable and meaningful experiences and to determine the affective intention of a design.

This interactive lecture encourages you not to shy away from the seemingly bold aim of designing for emotions and happiness. Anna will introduce detours as the most direct way forward and share tools on the nuances of human experiences in order to make the quest relevant and manageable.

Scheduled
Saturday, October 6th, 14:30 - 16:00



Lecture 2

Lecturer
To be announced

Description
Description will follow soon.

Scheduled
Saturday, October 6th, 16:00 - 17:30