A presentation at 2017 Global Service Design Conference in in Madrid, Spain by Markus Grupp
THE ART OF STAKEHOLDERING | Senior Manager, Human Centred Design | TD Bank Group | Director, Experience Design | Indigo Books & Music | Senior Manager, Customer Innovation | Grant Thornton
The Art of STAKEHOLDERING Delivered at SDN Global 2017 // Madrid PATRICK BACH @bachpat CHELSEA OMEL @thatseamstress MARKUS GRUPP @markusgrupp
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
From Thinking to Doing Service Design Thinking Service Design Doing
What’s getting in the way?
Getting to design doing involves a lot more than just design
When we talk about “stakeholdering” we are talking about the people…
… and creating the conditions for transformation & change
stakeholder noun stake·hold·er \ˈstāk-ˌhōl-dər
stakeholder Any person who has an interest in the development, implementation, delivery, support or maintenance of the service
Client vs. Stakeholders CLIENT
What makes a great stakeholder?
I know someone who just doesn’t understand the value of service design.
I know someone who is resistant to change.
I know someone who is very territorial about who ‘owns’ service design.
I know someone who is only focused on metrics & KPIs. .
STEP 1: KNOW YOUR ACTORS
ACTIVITY 1: Map your stakeholders Create Agility
Develop empathy with your stakeholder Create Agility
KNOWLEDGE OF SERVICE DESIGN HIGH LOW None. Ziltch. Nothing. Know some. Design Guru
BELIEF IN SERVICE DESIGN HIGH LOW Not convinced. Open Fully supportive
PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
PLOTTING YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
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
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
WRITE THE SCRIPT
What do your stakeholders think of when you say “Research”?
Mental Models Your colleagues and stakeholders have mental models. Create Agility These models are neither good nor bad.
Mental Models: Sketching Activity You have 10 seconds to…. Sketch a house. Go.
Mental Models: Sketching Activity
Mental Models: Sketching Activity
Mental Models: Sketching Activity You have 2 minutes to…. Sketch the process of getting your morning coffee (or tea) Go.
Adopt the language of the organization
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!
SET THE STAGE
How? Service Design Thinking Service Design Doing
SERVICE DESIGN PROCESS DISCOVER DEFINE DEVELOP DELIVER
SERVICE DESIGN PROCESS DISCOVER DEFINE DESIGNING . STAKEHOLDERING . DEVELOP DELIVER
Structuring a project that: 1. Solves the problem/designs the thing 2. Actively engages our stakeholders
PLOT YOUR STAKEHOLDERS HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
LOW KNOWLEDGE OF SERVICE DESIGN HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
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
LOW BELIEF IN SERVICE DESIGN HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
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
HIGH BELIEF IN SERVICE DESIGN HIGH HIGH LOW KNOWLEDGE OF SERVICE DESIGN BELIEF IN SERVICE DESIGN LOW
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
Reflections
thank you.
Workshop facilitated by Chelsea Omel, Patrick Bach and Markus Grupp
As service design practitioners working within organizations, what can we do to ensure that those who hold the keys to critical decisions are aligned with our vision? Creating and delivering on amazing service experiences inevitably requires stakeholder involvement and support from front of house and supporting teams as diverse as marketing, technology, product, operations, legal, and security. Thinking about how you might tailor your approach to best engage these stakeholders as part of your project planning up front can help to minimize some of the common pitfalls and frustrations of practicing service design within a large organization.
Whether you are part of an in-house team or an external agency, this workshop gets hands-on with an easy-to-use framework for understanding your stakeholders, as well as techniques for building alignment and support for a service design approach within an organization.
The following resources were mentioned during the presentation or are useful additional information.
The framework presented hands-on during this workshop was later adapted to an article in the Service Design Network’s Touchpoint journal (volume 9, issue 3).
Here’s what was said about this presentation on social media.
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