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One of the unique elements of the Service Design Days are eight highly-interactive masterclasses, given by well-known teachers and senior-level leaders in their fields. They provide you with a range of proven concepts and useful service and business design tools and methodologies to guide you and your teams in a customer-centric transition.

On both conference days, four masterclasses will be given parallel in time for about three hours each. During the registration process you can let us know the masterclass(es) of your preference.


Friday, October 6th  /  Saturday, October 7th

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Friday, October 6th

Masterclass 1 ‘How to solve big problems and test new ideas quickly’


Masterclass leaders
Marta Rey-Babarro (Google)

Burgan Shealy (Google)

Description
Deep dive into the specific processes and exercises Googlers use to create better products and services faster and more efficiently. A design sprint is a five-phase framework that helps answer critical business questions through rapid prototyping and user testing. Sprints let your team reach clearly defined goals and deliverables and gain key learnings, quickly. The process helps spark innovation, encourage user-centered thinking, align your team under a shared vision, and get you to product launch faster.


The Google design sprint framework was created in 2010. Over the years, working alongside Google Ventures, we've studied and tested 300 different business strategy, design thinking, and user research methods. We took the most effective ones and evolved them, arranging them into a framework that supports both divergent thinking and convergent thinking.

Who may benefit from this masterclass?
This hands-on masterclass is for all senior creatives, entrepreneurs & product leaders who want to learn the Google Design Sprint methodology in a practical and strategic level to drive hi-impact innovation on their teams and inside their organisation.


Key takeaways will include how to:

  • Plan a full 5 phase design sprint from writing a sprint brief, assembling the right team and planning lightning talks
  • Understand user needs and map their journey
  • Generate innovative solution sketches
  • Quickly make critical business decisions
  • Storyboard and prototype
  • Validate concepts and ideas with real users

Scheduled
Friday, October 6th, 14:30 pm - 17:30 pm

 

Masterclass 2 ‘Creating long-term holistic value’


Masterclass leaders
Harald Lamberts (Essense)

Adam Salter (Huddle)

Description
As organisations and their leaders continue to navigate growth and transformation challenges, this masterclass is designed to provide greater clarity and guidance on how to generate long-term, holistic value for your business, brand and key stakeholders. Taking a holistic approach acknowledges that value exists beyond that which is currently measured, such as intellectual, creative and societal value. However, how are these authentically manifested in your customer experience and interactions?

Not only will an introduction to the tools and method be provided, but also the mind-set required to think, see and design beyond immediate contextual constraints. Service design is often criticised for being shortsighted by focusing solely on the immediate problems of today. This session therefore is also designed to demonstrate how tomorrow's context can be envisioned in order to set your organisations future ambitions.

Applying this perspective will allow for a broader understanding of the factors that will impact future business performance, brand equity and customer engagement. And it will influence the cultural change required for a more innovative and agile organisation.

Who may benefit from this masterclass?
This exploratory ideation session is especially designed for those leaders who are tasked with shaping the future of their organisation’s business, brand or service. In other words, for those who are being asked how to create value and impact, both for today and tomorrow.


Key takeaways will include how to:

  • Gain insight into what, why and how holistic value can be generated
  • Experience how to explore, identify and create different types of value for business and its stakeholders
  • Exchange perspectives and insight through ideating ‘holistic value’
  • Be provided with a take away tool kit that will enable you to facilitate value creation sessions with your own team

Scheduled
Friday, October 6th, 14:30 pm - 17:30 pm

 

Masterclass 3 ‘Innovation through systems thinking’


Masterclass leaders
Ross Breadmore (Lloyds Bank)

Anna Carlson (Hyper Island)

Description
The most valuable organizations in the world have built products and services that change the system around them. Innovation is not an idea or a creativity problem but a systems recognition problem. How do you understand the connections and impacts between products, services and society? How do innovations go beyond being disruptive system changers?

This masterclass will give you the tools, knowledge and experience to understand technological and sociological systems from the beginning of human history into the near future including a deep dive into the framework of one of today's most fascinating technologies, in order to understand how products and services become innovative system-changers. Understanding innovation systems enables you to make leading strategic decisions to transform the paradigm.

Who may benefit from this masterclass?
This highly interactive masterclass is for senior leaders, strategists and anyone working in innovation, service design and product development within their organisation.


Key takeaways will include how to:

  • Evaluate ideas with innovation systems thinking
  • Come up with ethical product ideas that use latest technologies
  • Solve business problems with system prototypes
  • Be provided with content kits packed with rich learning content to take away

Scheduled
Friday, October 6th, 14:30 pm - 17:30 pm

 

Masterclass 4 ‘Designing a design organisation’


Masterclass leader
Kristin Skinner (Capital One)


Description
As the move to establish in-house design teams accelerates, it turns out there's very little common wisdom on what makes for a successful design organisation. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organisational and operational matters. This masterclass seeks to address this lacuna by shining a light on the unsung activities of actually running a design team, the organisational and operational challenges and considerations, and what works and what doesn’t.

Kristin Skinner will also share her personal experience as a design leader driven by the challenge of organisational design. She will share some interesting stories on the benefits and challenges of working in both consulting and in-house, and will leave you with practical tips to build and lead your design teams and organisation. This masterclass has a conversational approach mixed with several activities. You will explore the first framework for thinking of the evolution of a design organisation and learn the changes and roles as it passes through each stage. And you will map your own organisation and learn how to assess and take action on its evolution.

Who may benefit from this masterclass?
Senior leaders, product/project managers and design directors, managers and supervisors with a general understanding of organisational and managerial matters for design teams.


Key takeaways will include how to:

  • Shift standard organisational approaches by a service design mindset
  • Use a maturity model for assessing just how effective and sophisticated your design organisation is
  • (Re-)structure your design organisation to deliver the best experience to your customers
  • Learn a new hybrid organisation model that combines the best of centralised and decentralised approaches
  • Discover a new and complete taxonomy of design roles for digital design teams
  • Explore the first framework for thinking of the evolution of a design organisation and learn the changes and roles as it passes through each stage
  • Understand the 12 qualities of effective design organizations

Scheduled
Friday, October 6th, 14:30 pm - 17:30 pm

 

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Saturday, October 7th

Masterclass 1 ‘Designing for social impact’


Masterclass leaders
Chiara Diana (frog)

Elena Marengoni (frog)

Description
Many companies focus on designing and delivering a need-based and truly customer-centric service. But is the impact of solutions just on single individuals? How to (re)consider innovation processes and engage communities at large to maximize positive societal transformation? In this masterclass we focus on how to plan such a service design project. We will start from the outcome and build the plan of work required to achieve that outcome. Including a moment of reflection on how to measure the impact.

The workshop aims to stimulate the debate around the topic of planning and executing an impactful service design project, through a retrospective journey from the project outcome to the program setup. Participants will be encouraged to reflect upon real cases, hypothesize and discuss the necessary actions, resources and stakeholders to achieve the desired impact, on the organisation and ultimately the user.

Who may benefit from this masterclass?
This interactive masterclass is for all senior professionals who are familiar with service design and already engaged in managing and executing service design projects, but want to make a deeper dive in how to plan and lead a complex service design project with social impact.


Key takeaways will include how to:

  • Unpack the challenges of a service design project
  • Manage the complexities of multi-stakeholder multi-disciplinary collaboration
  • Familiarise with strategies and approaches to achieve impact
  • Plan best practices for service design project at scale

Scheduled
Saturday, October 7th, 14:30 pm - 17:30 pm

 

Masterclass 2 ‘Driving value in communication: research and design strategy in context’


Masterclass leaders
Joanna Brassett (Studio INTO)

Philip Reitsperger (Identity Lab)

Description
We are forward-looking species. Speculation (speculor: watching, peeking, scouting) is an integral part of us. But often when it comes to business speculation, of course, speculation is not enough. So we observe the world, people and culture. Every year a sheer incredible amount of user or market research is executed in order to make products and services better. Unfortunately, it is just one thing to create proper research insights in those areas and yet another to communicate findings through various organisational layers successfully.

This masterclass is going to deal with the questions of how to process research and findings visually in order to implement change effectively. Participants will deal and explore the questions of how different project stakeholders cope with complex information with local and global outcomes. How to let stakeholders understand and convince them? What criteria might be found and are relevant for well-communicated research, insights and strategic recommendations? How can complex matter be made tangible throughout analytical and emotional storytelling? And how to start implementing?

Who may benefit from this masterclass?
This masterclass is for consultants, analysts, innovators, researchers, and others who are willing to open up, be inspired and get their heads around the question of possible ways of communicating research far beyond slide-presentations or research reports.


Key takeaways will include how to:

  • Gain insight into contemporary styles of research presentation, communication of design strategy and storytelling
  • Exchange perspectives of how to communicate research results throughout various organisational layers in local and global perspectives
  • Be more mindful of different stakeholders and how to implement research insights in practice

Scheduled
Saturday, October 7th, 14:30 pm - 17:30 pm

 

Masterclass 3 ‘Impact the world isn’t ready for’


Masterclass leaders
Oli Shaw (Designit)

Chirryl-Lee Ryan (Isobar)

Description
The role design plays in business, economy, environment and culture has never been more important. Those involved in the design process are faced with both opportunity and responsibility: the opportunity to use creativity to deliver business value, and the responsibility of bringing change to the world.

But what are the real consequences, and who is responsible? Great design happens with the best of intentions, but even ‘good' design doesn't always go according to plan. How can those involved in the process of designing products and services future proof outcomes and anticipate unknowns, so what gets made doesn’t quickly end up in the design dumpster of worthless and unusable products and services?

During this masterclass, we’ll use impact as a seriously fun design lens. We will share stories about what good and bad design impact looks like, and you will apply an impact lens throughout the design process for real life scenarios.

Who may benefit from this masterclass?
This fast-paced, learn-by-doing masterclass is for all senior experts involved in or responsible for the design process, including decision makers, product owners and strategic designers, or anyone who cares about how the things that are designed today might impact the world tomorrow.


Key takeaways will include how to:

  • Frame for impact and consequences early
  • Build sustainability into your thinking and planning
  • Be more mindful and considered in design choices
  • Apply impact as a lens to measure value
  • Make designing for impact feel seriously fun!

Scheduled
Saturday, October 7th, 14:30 pm - 17:30 pm

 

Masterclass 4 ‘Diving into service ecosystems: from strategic opportunities to concrete services’


Masterclass leaders
Marc Garcia Fortuny (We Question Our Project)

Itziar Pobes Gamarra (We Question Our Project)

Description
Companies can be quite complex and siloed. They may provide their services by themselves, or through a third party. Or their service can be structured as a platform of services built from several service providers, who are sometimes visible for the user, sometimes invisible. But the user of the service is still a single entity.

Companies are used to thinking of strategy in terms of activities under their direct control. They normally consider other organisations either as competitors, or in a client-supplier framework. Seldom as co-creators of mutual value. Even when willing to collaborate, this mindset is hard to break. So, how can a company, being part of an array of companies, improve a common service ecosystem as a whole? How can service design help to spot strategic opportunities and undertake shared projects?

Who may benefit from this masterclass?
This hands-on masterclass is for strategists, innovators or service designers who need to develop new strategies and services beyond the boundaries of a single organisation. In small groups, participants will experience how to create service ideas that can reshape a service ecosystem.


Key takeaways will include how to:

  • Gain insight into service ecosystems as a strategic tool and approach
  • Adjust the communication of research results to an audience of several companies
  • Turn insights into games or visual tools that actors can use to spot strategic opportunities
  • Focus on ideating services that can change relationships among companies in an ecosystem

Scheduled
Saturday, October 7th, 14:30 pm - 17:30 pm