blended design teams: from clients and consultants to co-workers
Post on 15-Sep-2014
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Presented at Service Design Australia 2012 by Owen Hodda, Harriet Wakelam and Zaana HowardAudio can be found here: http://www.uxaustralia.com.au/servicedesign-2012/blended-design-teamsThe problems design teams are being asked to tackle are becoming increasingly complex. In this environment it is unlikely one agency, team or consultancy holds all of the breadth or depth of skills required to solve these problems alone.As a result, design is increasingly being carried out in ‘blended’ teams where clients and consultants become co-workers. Our presentation tells the story of a blended design team comprising a National Australia Bank (NAB) internal design team, product team, architects and more, working with an external consultancy, Deloitte; brought together to evaluate the customer experience of the new NAB retail stores.To work effectively in a multi-channel environment, team members needed to rapidly develop a cohesive approach that blended the strengths of their combined skills to understand design intent, experience, style, corporate requirements and artefacts. Challenges included:developing shared meanings,a common language and a shared culturenegotiating roles and trustdeveloping a consistent approachdeciding on methodology and tools that met all parties’ required outcomesovercoming initial issues of professional pride between organisations of ‘who does it best?’By utilising the combined strengths of the blended team a standard testing engagement was transformed into a strategic design process which delivered a holistic view of a new service and product proposal. From the context of this project, the realities of what worked, what didn’t and the opportunities for blending design teams will be discussed. In addition, the impact on the project, individual design teams, and their respective organisations for this co-working arrangement will be presented. The project provided tangible evidence of the power of design thinking; given credibility not through the expertise of an internal or external design team but through both high performing organisations supporting new approaches to design innovation in the form of a blended design team.TRANSCRIPT
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blended design teams:!from clients and consultants !to co-workers
Harriet Wakelam | @hwakelam | NAB Owen Hodda | @owenhodda | Deloitte Zaana Howard | @zaana | QUT
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role of design !in organisations is growing
“The customer is increasingly buying a set of ongoing relations and interactions through
which service will be rendered” Cefkin 2006
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mission: a new retail store design
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brief: “test all the things and tell us if they work”
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what is a blended design team?
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why
blended design !teams?
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the how & !
thewhat !
of it all
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shared à design leadership
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outputs!outcomes vs
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Digital
Retail
Self Service
Capability
Senior leadership
Yammer
Change
Marketing
Digital
Retail
Self Service
Capability
NAB Care
Commercial Cards
Innovation
Marketing
Senior leadership
Next Gen
Verification
Compliance training
Intranet
Business Bank
Out of the box
Yammer
Yammer
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role of artefacts
As the role of design grows and diversifies, we need to be able to deliver timely commercial insight, whilst still being on the lookout for those “’crystallising’ moments: observations, ideas, connections, which are not complete in themselves, but which catalyse a well and richly prepared ground into a completely different way of seeing the world”
Bezaitis, M & Robinson R 2011
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what’s changed?
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design itself does not solve problems
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inform solutions not always provide them
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there is no end point to design
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avoid fetishisation of design deliverables
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a blended design team is
not just designers
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service design is about ‘all the things’ all the time
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questions? Harriet Wakelam | @hwakelam Owen Hodda | @ohodda Zaana Howard | @zaana
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with thanks to….. Jess Ukotic | Cong Cao | Matt Sale | Peter Holmes | Louise Long | Anthony Waldron | Lev Orosz | Mandy Chambers | Warren and Mahoney | Jacqui Gill | Kerryn Eastwood | Scott Tim West | Mel Hambarsoomian | Chris Wilson | Robert Lee | Chris Smith | the staff of the Docklands store | NAB volunteers + customers | and many many more…
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