Service Design Canberra 2016 opening keynote. Complex challenges require broader and deeper thinking, with tools like Cynefin, Systemic Design Gigamaps, and the Situ Service Architecture Framework. With Service Architecture, the desired customer experience can become the driver to align the levels of the organization to deliver.

1. @jessmcmullin | jess AT situ.org

2. From Service
Design to Service
Transformation

3. map
The AuthaGraph World Map – one of the world’s best maps!

4. Service TransformationMinister Francis Maude, UK Cabinet Office
Video: BBC

5. 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.

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

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

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

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

11. Multiple globally interconnected
reasons for price collapse

12. “ “
None of us live in
isolation from the
impacts of an
increasingly complex
world.

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

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

15. Raiders of the Lost Ark, 1981, Paramount Pictures

16. Slow, surprising, unexpected, mystery.
Digging with a paintbrush

17. As we transform organizations…

18. …we need new perspectives & tools

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

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

21. 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

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

23. Products
are Service
Avatars
@DaveGray

24. “ “Services are Systems
Avatars
- @jessmcmullin

25. Where can we learn
about complex
adaptive systems?

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

27. Cynefin
(kuh-NEV-in)

28. Dave
Snowden
Cognitive Edge
@snowded

30. From Jabe Bloom @cyetain
What question are
we exploring?
What problem are
we trying to solve?
What solution
should we use?
What direction
should we head?
WTF, where are we?

31. cognitive-edge.com

32. Systemic
Design

33. Gigamaps

34. Birger Sevaldson
AHO, Oslo

38. systemic-design.net

39. Ultimately, service
transformation is
organizational
transformation.

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

41. A new way to see complexity

42. BC Natural Resource Sector

43. 3x3 Layers

44. With my friend and colleague Alex MacLennan
@admaclennan

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

49. To work effectively with
these elements we need
to know a few things.

50. Each element of
Delivery, Foundations,
and Bedrock moves at a
different pace.

51. PACE LAYERS

53. Stewart
Brand
@stewartbrand

54. How Buildings Learn

55. …there are processes in nature, which operate in different timescales and
as a result there is little or no exchange of energy/mass/information
between them. Brand transferred this intuition to buildings and noticed
that traditional buildings were able to adapt because they allowed
“slippage” of layers: i.e. faster layers (services) were not obstructed by
slower ones (structure).
Wikipedia

56. Photo: h'ps://changehere.wordpress.com/2013/01/06/

57. Note the
adjusting floor
plates to help
transition
between
speeds.

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

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

61. Part of Colombia’s Service
Architecture

62. Some of Colombia’s Design &
Innovation TeamAngélica – follow @huracangie
Sanago

63. Experience: Real World Research

64. Interactions: Design at touchpoints
and across channels.

65. Operations: People, Process

66. Infrastructure: Space, Tech, Logistics

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

69. Structure+Incentives HR policy

70. Mandate: Stated Vision, Mission, Values

71. Culture: Norms, Unsaids, Values in Use

72. Context: The world, markets, life

73. Context creates meaning, and value
73

74. • Delivery
– Experiences
– Interactions
– Operations
• Foundations
– Infrastructure
– Decision DNA
– Structure & Incentives
• Bedrock
– Mandate
– Culture
– Context
The
Service
Architecture
Cake

75. 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.

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

77. Service Architecture Mapping
Journey

78. ALPHA
Email jess AT situ DOT org for PDFs
Transformation Canvas

80. “ “
Service Architecture is
a guide to strategic
conversations inside
your organization.

81. The Experience
becomes the
touchstone for
transformation

82. 82
Boundary Objects

83. 83
“Boundary objects are objects which are both plastic enough to adapt to local
needs and constraints of the several parties employing them, yet robust
enough to maintain a common identity across sites. They are weakly
structured in common use, and become strongly structured in individual-site
use. They may be abstract or concrete. They have different meanings in
different social worlds but their structure is common enough to more than
one world to make them recognizable, a means of translation. The creation
and management of boundary objects is key in developing and maintaining
coherence across intersecting social worlds.”
Star & Griesemer, 1989
Star, Susan; Griesemer, James (1989). "Instuonal Ecology, 'Translaons' and Boundary Objects: Amateurs and Professionals in Berkeley's Museum
of Vertebrate Zoology, 1907-39". Social Studies of Science 19 (3): 387–420.

84. 84
Boundary objects
allow collaboration
without consensus.

85. 85
The vision for a future
customer experience
becomes a boundary
object for
transformation.

86. Customer Experience Alignment
Journey

87. “ “
What do we need to
change in order to
deliver on this vision
of future experience?

88. Compelling customer
experiences drive organizational
change because they provide the
motivation & energy to work across
different pace layers. True for
current poor experience & future
awesome experience.

89. A cable
company story

90. Some more stories
0 1 2 3 4 5

91. Presto is great, but…

92. Healthcare.gov

93. Landlords & Tenants

94. Residential Tenancy Act
hNp://www.bclaws.ca/Recon/document/ID/freeside/00_02078_01

95. The Act Doesn’t say Anything About it

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

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

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

99. Focusing
within the
Service
Architecture
Framework:
Brainstorm
issues on
stickies, rank
on project
impact and
uncertainty,
filter for
likelihood.

100. POLICY MAPPING
Case

101. Dominique
Bohn
Execuve Director
Service Reform
BC Ministry of Jusce

102. Fieldwork

103. Complex to get restraining order

106. 3+ years for
implementation

107. Working on new
models for
organizations

108. Understand the Experience
to Redesign the Organization

112. • 150 Field Interviews
• 1800 sticky notes
• 6 Codesign Workshops
• New Models for Professional Development
• Increased regional collaboration

113. Recap
0 1 2 3 4 5

114. Seeing the
system

115. Facing
complexity

116. Service
transformation is
organizational
transformation

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

118. The experience
becomes a
touchstone for
transformation

119. ONE LAST STORY
Stars

120. Photo: hokulea.com

121. I need your help
for this last
part…

122. Please Get Out Your
Mobile Phone

124. 1…2…3…

125. Photo: Nimish Gogri CC:BY hNp://www.flickr.com/photos/gogri/7927333264

126. start your own strategic conversations!
Use service architecture &
Thank you!
jess AT situ.org
@jessmcmullin
situ.org