Customer journeys, experience maps, and service blueprints aren't enough to drive lasting organizational change and transformation. The service architecture framework shows the levels you need to work across in order to deliver deep change and transformation within the organization. Talk from the Service Design Network Global conference in Amsterdam, Netherlands, Oct 27, 2016.

1. vFrom Service Design to Service Transforma3on:
A Service Architecture Framework
Jess McMullin | Situ Strategy

2. @jessmcmullin | jess AT situ.org

3. Transformation? What does that even mean?
Service transformation is the required
organizational and systemic change in order
to design and deliver new services which
become integrated with the business in
sustained, ongoing strategy, structure, and
operations at scale.

4. Journeys, Experience Maps, & Blueprints Alone
Don’t Cut it for Organizational Transformation

5. The rising storm of complexity.
0 1 2 3 4 5

6. Complexity Impacts All of Us
Photo: Covenant Health www.covenanthealth.ca

7. Photo: CC:BY Parker Knight www.flickr.com/photos/rocketboom/

9. Multiple globally interconnected
reasons for price collapse

10. “ “
None of us live in
isolation from the
impacts of an
increasingly complex
world.

11. So we need to innovate,
and then transform to adopt
and sustain those innovations…

12. But organizational innovation and
transformation has more to do with
archaeology than with rocket science

13. Slow, surprising, unexpected, mystery

14. As we transform organizations…

15. …we need new perspectives & tools

16. Seeing & responding to complexity.
0 1 2 3 4 5

17. Not seeing complexity is risky.
Photo: CC:BY darkday hKps://www.flickr.com/photos/drainrat/15241612721

18. Imagine you are
hanging from the
overhang of a very
tall cliff…
With no tools.
No rope.
No gear.
No harness. Photo: CC:BY Akuppa flickr.com/photos/90664717@N00/92297058

19. TOOLS TO!
CONFRONT COMPLEXITY!
ARE THE SAFETY HARNESS
FOR TRANSFORMATION

20. Products
are Service
Avatars
@DaveGray

21. “ “Services are Systems
Avatars

22. Where can we learn
about complex
adaptive systems?

23. Complexity Theory
From Aid on the Edge of Chaos, p. 232

24. Cynefin
(kuh-NEV-in)

25. Dave
Snowden
Cognitive Edge
@snowded

27. From Jabe Bloom @cyetain

28. Gigamaps

29. Birger Sevaldson
AHO, Oslo

33. Ultimately, service
transformation is
organizational
transformation.

34. SAF: THE SERVICE
ARCHITECTURE FRAMEWORK
A tool for seeing the complexity of organizations

35. A new way to see complexity

36. BC Natural Resource Sector

37. 3x3 Layers

38. With my friend and colleague Alex MacLennan
@admaclennan

42. Delivery realizes value.
Foundations support value.
Bedrock defines value.

43. Photo: MLazarevskiCC:BY-ND hKps://www.flickr.com/photos/mlazarevski/9353581122
Corrective lenses to see within and
across our organization differently

44. The Elements in Practice
0 1 2 3 4 5

45. PUTTING THE FRAMEWORK
TO USE

46. Part of Colombia’s Service
Architecture

47. Some of Colombia’s Design &
Innovation TeamAngélica – follow @huracangie
San3ago

48. Experience: Real World Research

49. Interactions: Channels + Touchpoints

50. Operations: People, Process

51. Infrastructure: Space, Tech, Logistics

53. Decision DNA: Policy, Strategy,
Standards, Governance (& Legislation)

54. Structure+Incentives HR policy

55. Mandate: Stated Vision, Mission, Values

56. Culture: Norms, Unsaids, Values in Use

57. Context: The world, markets, life

58. Context creates meaning, and value
70

59. Every major failure
I’ve experienced in my
mid career onwards was
because I missed
something in one of these
layers…I had great
teams, with great
designers, but design
alone was not enough
to succeed.

60. Service Architecture Framework Helps Us Ask Bigger Questions to Solve Better Problems

61. Service Architecture Mapping
Journey

62. ALPHA

63. Similar Information to a Service Blueprint
Organizational Reason for Change
Organizational Context for Change

65. “ “
Service Architecture is
a guide to strategic
conversations inside
your organization.

66. Some examples
0 1 2 3 4 5

67. Presto is great, but…

68. Healthcare.gov

69. Landlords & Tenants

70. Residential Tenancy Act
hKp://www.bclaws.ca/Recon/document/ID/freeside/00_02078_01

71. The Act Doesn’t say Anything About it

72. THIS DOES NOT
MEAN THAT YOU
NEED TO SOLVE FOR
EVERYTHING.

73. Where are the risks
and opportunities
across your service
architecture?

74. Who do you need to
work with to look at
all the parts of your
service architecture?

75. POLICY MAPPING
Case

76. Dominique
Bohn
Execu3ve Director
Service Reform
BC Ministry of Jus3ce

77. Fieldwork

78. Complex to get restraining order

81. 3+ years for
implementation

82. Recap
0 1 2 3 4 5

83. Seeing the
system

84. Facing
complexity

85. Service
transformation is
organizational
transformation

86. Service architecture lets you look
across your organization and find
the barriers, opportunities, and
collaborators to sustain
transformation.

87. I’m looking forward to
see what you can do
with it too :)

88. start your own strategic conversations!
Email me for a PDF. Use service architecture &
Thank you!
Jess AT situ.org
@jessmcmullin
situ.org

89. Thank you! Dank U Wel! Merci bien!
Jess McMullin
Jess AT situ.org
@jessmcmullin Jess McMullin
Principal
Situ Strategy