The Art of Stakeholdering

A presentation at 2017 Global Service Design Conference in November 2017 in Madrid, Spain by Markus Grupp

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THE ART OF STAKEHOLDERING | Senior Manager, Human Centred Design | TD Bank Group | Director, Experience Design | Indigo Books & Music | Senior Manager, Customer Innovation | Grant Thornton

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The Art of STAKEHOLDERING Delivered at SDN Global 2017 // Madrid PATRICK BACH @bachpat CHELSEA OMEL @thatseamstress MARKUS GRUPP @markusgrupp

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A little about us Trust Agility MARKUS GRUPP PATRICK BACH CHELSEA OMEL Director, Experience Design Indigo Books & Music Senior Manager, Human-Centred Design TD Bank Group Senior Manager, Customer Innovation Grant Thornton @markusgrupp @bachpat @thatseamstress Create

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From Thinking to Doing Service Design Thinking Service Design Doing

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What’s getting in the way?

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Getting to design doing involves a lot more than just design

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When we talk about “stakeholdering” we are talking about the people…

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… and creating the conditions for transformation & change

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stakeholder noun stake·hold·er \ˈstāk-ˌhōl-dər

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stakeholder Any person who has an interest in the development, implementation, delivery, support or maintenance of the service

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Client vs. Stakeholders CLIENT

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What makes a great stakeholder?

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I know someone who just doesn’t understand the value of service design.

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I know someone who is resistant to change.

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I know someone who is very territorial about who ‘owns’ service design.

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I know someone who is only focused on metrics & KPIs. .

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STEP 1: KNOW YOUR ACTORS

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ACTIVITY 1: Map your stakeholders Create Agility

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Develop empathy with your stakeholder Create Agility

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KNOWLEDGE OF SERVICE DESIGN HIGH LOW None. Ziltch. Nothing. Know some. Design Guru

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BELIEF IN SERVICE DESIGN HIGH LOW Not convinced. Open Fully supportive

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PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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WHY DOES INFLUENCE MATTER? HIGH ● Advocates for your work ● Provides access to resources and funding ● Drives top-down change by prioritizing design-led innovation LOW ● A working level champion can be a useful ally to drive grassroots initiatives

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WHY DOES INFLUENCE MATTER? HIGH ● A major obstacle for your efforts ● Controls budget/ resources/ priorities ● Become a distraction in meetings LOW ● Skepticism rubs off on stakeholders

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WRITE THE SCRIPT

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What do your stakeholders think of when you say “Research”?

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Mental Models Your colleagues and stakeholders have mental models. Create Agility These models are neither good nor bad.

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Mental Models: Sketching Activity You have 10 seconds to…. Sketch a house. Go.

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Mental Models: Sketching Activity

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Mental Models: Sketching Activity

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Mental Models: Sketching Activity You have 2 minutes to…. Sketch the process of getting your morning coffee (or tea) Go.

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Adopt the language of the organization

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Trigger Words: Activity At your tables, take a look at the cue cards. Take turns sharing what that that word means to you, and what it means to your stakeholders. Be specific. You are encouraged to sketch!

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SET THE STAGE

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How? Service Design Thinking Service Design Doing

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SERVICE DESIGN PROCESS DISCOVER DEFINE DEVELOP DELIVER

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SERVICE DESIGN PROCESS DISCOVER DEFINE DESIGNING . STAKEHOLDERING . DEVELOP DELIVER

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Structuring a project that: 1. Solves the problem/designs the thing 2. Actively engages our stakeholders

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PLOT YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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LOW KNOWLEDGE OF SERVICE DESIGN HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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LOW KNOWLEDGE OF SERVICE DESIGN Build in time for formal and informal learning and regular reflection ● Clearly outline the process and duration for each phase of activities ● Use workshops as show-and-tell, with lots of examples and high production value ● Provide templates and coaching ● Set the tone for communicating about the project with clear, consistent language

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LOW BELIEF IN SERVICE DESIGN HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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LOW BELIEF IN SERVICE DESIGN Show value as quickly as possible by solving for a stakeholder pain point early ● Make time for frequent, informal check-ins ● Orchestrate opportunities for stakeholders to interface with users ● Keep logistics tight and production values high ● Invest in communicating your successes early and often

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HIGH BELIEF IN SERVICE DESIGN HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW

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HIGH BELIEF/KNOWLEDGE IN SERVICE DESIGN Increase service design capacity by investing in your stakeholders’ design skills ● Leverage stakeholders to co-lead design activities like interviews and synthesis ● Introduce more sophisticated tools, or experiment with new ones ● Expect workshops to produce more deeper insights and more extensive ideation

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Reflections

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thank you.