Day 2 – The Design in Service Design

Magnus & Anders are two very cool Swedes. They work for Doberman and have just opened up offices in NYC.

Both coming from the “good ol’ days” at the beginning of the web they shared some of the projects that led to Doberman and the work they’d done there:

  • Apoteket – Sweden’s only pharmacy. Had customers log in to computer records and the pharmacist asks to see them with the patient to discuss them.
  • Volvo – Service Centers
  • HBO Nordics – $9/month cross-platform subscription model. more like Netflix than the HBO model in the US.

“From touchpoints to ecosystems”

Look at Experience Prototypes

  1. Forget the plan (
  2. Craft it
  3. Design your culture, not your process
    -> Co-Lab everything
    -> Play
    -> Be all you can be

They talk about having a ‘design scale’ with analytic+systematic on one side and creative+non-linear on the other. Finding that balance can be tricky, but you should tilt towards insight & strategy.

They also get each employee to use LEGO to illustrate budgets for the company. Great sense of play and problem solving in their approaches. 

They also mentioned empathy (solutions are already out there), which is something Indy Young is covering too.  Seems to be emerging in our field more and more.

I found this a really interesting presentation. I was lucky enough to catch up with them separately during the conference and chatted to them about their work on the touch-screen NYC Subway maps as well as a new health insurance site for NYC residents.

You can watch a version of this talk given by Lisa Lindström (Doberman CEO) at NEXT Berlin.

Day 2 – Conference Day

Within the 3 tracks (UX/Design/Develop) theres a lot of interesting looking sessions. I may do a little track hopping. But first, breakfast 🙂


Three different types of bacon on offer in the hotel restaurant. It’d be rude not to sample them all.

The opening keynote was by Carl Smith (nGen Works). It was a very interesting and personal talk. Great way to set the tone for the conference going forward. You can watch Carl’s talk over at Treehouse.

Day 1 – (Workshop) Service Design Making with Patrick Quattlebaum

Patrick works for Adaptive Path, and I’ve yet to be disappointed by any of their employees talks.

Patrick answering questions

As the walls were covered with butcher paper you knew we’d be getting our hands dirty with some exercises.  First he walked us through some examples. Going on a date night with his wife and the differences between using a cab or using Uber, and the choice of restaurant/food.

  • There’s a switch to servicing – 78% of the US GDP
  • Runs through Customer | Staff | Business

After the presentation piece we switched into hands-on exercises. Scenario was coming up with new ways for The Exploratorium to offer tailored outings:


  • Create common understanding
  • Inspire/Incite action
  • Communicate truth
  • Prototype the future


Using the printed storyboard we captured our individual ideas by noting down the ‘stage’ at which it’d take place, a description and simple storyboard panel sketch, as well as the channels that it’s come into play. Then all of these were put onto the wall, grouped by ‘stages’. We then presented these to the other groups.

Stories on butcher paper

Building Blocks

  • Key moments & interactions
  • Emotions & thoughts
  • Context!
  • Time

The next exercise was SERVICE STORMING! So after we chose an story card from each stage, we got to work through it by acting it out. Each one of chose different “roles” to play. These could be a visitor, employee, website, iPad, exhibit.

Service Encounters

  • Happens in real time at specific times & places
  • Subject to human emotion and variability
  • Mediated or augmented with other touchpoints

“It’s a way of working through problems/scenarios. Not a presentation vehicle.”

Acting out

After working through our choices we acted them out for everyone. Even though I’m a shy, reserved, Englishman I did find this a great way (in a small group) to work through problems; Even if saying “I’m an iPad app” out loud feels very strange 🙂

Service Blueprints

“How the backstage stuff works.” – “Services are process & experience based.”

  • Customer actions
  • Touchpoints
  • Staff actions
  • ——Line of visibility——
  • Backstage staff
  • Support processes
  • ————TIME————->

This was a great workshop and I would encourage you to attend it if Patrick puts it on again. Valuable in every project if you deal with anything that touches the servicing aspect of your client/company.

A book to look at “This is Service Design Thinking”. Also check out the companion website.

You can find Patrick’s presentation on SlideShare.


Sitting at CLE early, just find my flight to Chicago is now delayed. The United rep was very helpful and had already marked me down for a later flight from there to Charlotte.

Guess I get to lunch in Chicago airport. Maybe a hotdog I think.