The Art of Stakeholdering

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

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 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.