Welcome to Service Design!
As
human-centered design (HCD) gains traction in the market, so does the expansion
of knowledge surrounding different design methodologies and functions.
Some
have very stringent definitions of Service Design as opposed to other HCD
methodologies (i.e. Experience Design, Design Thinking, etc.), but most
executives implementing Service Design at scale realize that there are many
interconnected and overlapping facets between Service Design, UX Design, Design
Thinking, and Experience Design.
This
year, we not only explore deeper clarity as to the definition of Service Design
but take a step back and evaluate what differentiates Service Design, areas of
priority, and aspects that remain continuous across all avenues of
human-centered design.
While
the focus will be the native principles of Service Design—backstage players,
service strategy, blueprinting, co-creation, customer centricity—we also
acknowledge a singular definition may not be appropriate as the market
transforms.
The
more interesting pieces of Service Design include the narrative and journey
maturity as organizations evolve in the experience economy, heavily reflected
in our theme: Vision to Transformation.
From first hearing about this “HCD thing”, to garnering buy-in and quick wins,
scaling, getting C-Suite support, redesigning services & infrastructure,
and design transformation all the way to the goal of futures design.
We
are excited to illuminate the journey through series of exciting formats this
year:
Our first Ever Service Jam
An
introduction to Service Design, this jam session convenes a crash course in the
fundamentals of Service Design through a highly collaborative, interactive
format around a singular challenge.
Utilizing
our Design & Innovation Awards Winner Pact, a non profit organization
devoted to bettering the future of those challenged by poverty and
marginalization, Michelle Risinger will facilitate a full day jam utilizing
real case study research and data to begin to put the pieces of service design
into action.
Expect
to discuss, research, iterate, and design around new service innovation in a
high-energy format packed with networking, tools, and resources to take your
learnings back with you post-event.
This
session is ideal for those who are new to Service Design methods, need a deeper
understanding of the Service Design process or who require a refresher on how
to effectively facilitate the Service Design process.
Financial
Services Focus Day Back
by Popular Demand
Traditional ways of business continue to face disruption in a
rapidly evolving experience economy, and one of the largest industry’s at the
forefront of this transformation includes the Financial Services Industry.
Bringing back the focus from last year, as well as some
exciting upgrades, we look to take this day to a new level with:
·
Longer sessions with built in
interactivity to really drive home key points, enhance discussions, and share
more resources.
·
Facilitated networking to help you connect
with as many industry leaders as possible
·
Maturity break-outs to be able to have
adjacent level conversations at both the advanced and beginner maturity
Whether you are a native designer navigating the FinServ
landscape, or a Financial Services veteran learning the in’s and out’s of
human-centered, this focus day brings all levels of maturity together to
navigate the industry’s top challenges through effective service design.
Follow the Vision to Transformation Keynote Narrative
Our Keynote presentations follow the journey from the first
understandings around the impact of service design, to developing principals,
brand, implementation and further future design.
Attendees will be able to resonate with each step of the journey and take
insights into their current design and inspiration for the future steps to come
on the journey to design-led.
Service Design at Every Maturity Level
The entire conference will have content catered to Beginner,
Intermediate, and Advanced Service Designers to allow folks to network on a
true peer to peer basis, while allowing the benefits of interacting with
leaders at every level to still take place during the program.
Our first Maturity Track break-out focuses specifically on your
role in building and scaling service design at every level—whether you are a
practitioner aiming to motivate your team, a VP building a new organization,
and everyone in between, these quick fire presentations give you a toolset for approaching
scale & buy-in.
From there, we break out and drive home principals from one of
the most impactful tools: The Service Blueprint.
Finally, our Interactive Discussion Groups will be coded by
level to allow you quick access to small roundtable discussions with peers at
your maturity.
Fail Forward to Drive Success
The entrepreneurial and experimental culture that is native to
most Design Led organizations arises from a culture that embraces failure as a
tool to refine and improve current services, products, and innovations. A
series of case studies followed by discussion and audience Q&A, we explore
three case studies where misdirection that could have easily been characterized
as a failure, instead redirected the project to improved outcome.
Deep Dive into Service Blueprinting
A core piece of the Service Design handbook, service blueprints
provide the roadmap for success when fostering buy-in. In true workshop
fashion, each of the following sessions provides a unique template for success
while also opening up the conversation to varying levels of familiarity with
the blueprinting process.
And Much More to come!
Stay
tuned as we feature our top-notch speaker faculty, introduce our new site
tours, and continue to innovate to meet the needs of our attendees. We look
forward to seeing you in the Windy City!
Interested
to learn more? Download our full event guide here.