Service Design workshop February 27 - March 1, 2017 3 - Day International Executive Program Madrid, Spain www.ie.edu/sdw Service Design Thinking for Management
SERVICE DESIGN WORKSHOP Service Design Thinking for Management. Location: IE Business School Campus in Madrid, Spain Duration: February 27, 2017 - March 1, 2017 3 days, 9 a.m to 6pm Investment: 3.900 PROGRAM OVERVIEW 2 Whereas there is no doubt that innovation is a major ingredient for success and growth, the high failure rate of new projects to meet ROI (as high as 96% according to a study by the Doblin Group) shows that the business world is in direct need of better tools to achieve real, meaningful, results-giving innovation. This is where design thinking and design tools come in. They help companies get a deeper understanding of their consumer behaviour and needs, augment the quality of ideas generated, facilitate prototyping, and promote an environment of dynamism and customer- centricity necessary for efficient innovation processes. While services already account for the majority of the GDP in almost any country, more and more product centric companies have started successfully moving into the services space as a means to growing their business and increasing brand differentiation. Servitization of their physical products is seen as a significant opportunity to complement and increase the customer value they generate. Service innovation and design tools are valuable levers to design unique services as well as products or product experiences which will stand out from the competition. They also help to optimize existing services around what the customer really wants, cutting away wasteful effort and concentrating on a unique optimal customer experience across various on- and offline channels. These tools are easy to grasp and easy to use, but are rooted in business reality and bring powerful clarity and insight. In this practical workshop, you will experience the power of service design thinking first hand. You will explore service design as a human centred problem solving process as well as a strategic tool for innovation and product development. Service design considers the importance of everyone involved in creating and delivering a service or product experience, from the staff to users. A range of invaluable tools for problem solving, customer research and business development are presented through a mix of short talks and guided hands-on teamwork. You will understand the theory, application and the strategic value for innovation of service design for your team and your organization. As part of a multidisciplinary team you will be guided through a tried and tested design process to respond to a real-world brief and co-design and prototype a potential product/service. Topics and tools include: Design Research/ Ethnography, Personas, Stakeholder Mapping, Value Network Mapping, Customer Journey Mapping, Service Blueprinting, Business Model Canvas, Service Prototyping, Planning and Managing the Design Process, Embedding Customer Centricity and an Innovation Mindset into your Team and Organization.
Service Design workshop Service Design Thinking for Management. Program objective Through this workshop you will learn about the service design process, methods and tools by working on a project in a small multi-disciplinary team, with short periods of reflection on the theory behind contemporary service innovation methods. A unique framework is introduced that integrates service design tools with marketing strategy and business model innovation as well as your operations and business strategy. Confidential feedback sessions are offered around the workshop, giving participants the opportunity to receive input from the mentors on individual challenges from their work, project experience and group facilitation. The main take-away of the workshop will be to understand the value of service design for your organization and how to apply it to your own business problems. Key tools are introduced that will enable you to systematically innovate towards new value propositions, while taking into account the impact on the brand and the customers. You will be able to instigate real service innovation projects in your organization, or develop new value for your entire service and product portfolio through new ways of working. Participant profile The program is for executives and professionals who are in charge of tackling business challenges and who are therefore seeking innovative tools for finding solutions and designing new or improved services, products or product experiences. are looking to create great customer experiences, allowing the organization to benefit from smooth and meaningful interactions, increased customer loyalty and market share. want to design entirely new services or improve an existing one that will stand out from the competition by focusing on what customers really need at each stage of their interaction with an organization. want to adapt for the future by better understanding customers as well as their own business and organizational ecosystem. like to drive innovation, effective collaboration and strategic customer-centricity throughout their business or organization. are involved in strategic B2B, B2C or B2M projects, or are responsible for internal change initiatives are entrepreneurs or intrapreneurs from large and small companies developing new products and services. want to systematically challenge the status quo and create a bigger picture of their current business. want to co-create opportunities and solutions that create value for both, customers and your organization. 3
PROGRAM CONTENT DAY 1 Introduction to Services: Opportunities and Challenges The Service Brand (Brand Positioning, Brand Essence Wheel, the Role of Brand in Company Strategy, Brand Architecture) The Service Customer (Customer Decision Making Process, Quality Clues) Introduction to Strategic Service Design and Case Study Design Research /planning and preparation (Research Framework, Research Questions, Planning Research Methods, Current State Stakeholder Mapping) DAY 2 4 Research Interviews (Interview Guidelines, Dealing with Researcher Bias, Preparing and Conducting Contextual/Studio Interviews) Sense Making and Visualization (Research Debrief and Download, Customer Journey Mapping) Insights and Personas (Insights and Insights Mapping, Jobs-to-be-done, Personas) From Sense Making to Strategic Ideation (How-might-we Questions, Opportunity Areas, Strategic Prioritization) DAY 3 Ideation (Ideation Methods, Idea Portfolio and Idea Selection, Future-State Customer Journey Mapping) Prototyping and Testing (Prototyping Framework, Planning Prototyping Methods, Explorative Prototyping Hands-on e.g. -Investigative Rehearsal, Desktop Walkthrough, Cardboard Prototyping, Digital Prototyping Outlook Evaluative Prototyping) Business Tools (Business Experiments, Service Blueprint, Business Model Canvas) Service Design Process (Reflection Process Experience, Planning Framework, Planning for Service Design) Managing and Embedding Service Design in Teams and Organizations (Managing Iterative and Adaptive Design Processes, Embedding Service Design in Your Team or Organization, Outlook Orchestration)
ACADEMIC DIRECTOR Service Design workshop Service Design Thinking for Management. MACRINA BUSATO Design & Management Area Director, IE Business School. This Department endeavors to apply design-related innovation and creativity to Education, in the business and management world. FACILITATORS Markus Hormess Markus is a service innovator and organisational consultant from Germany. For years, the qualified scientist has worked in telecommunication, engineering, banking and IT fields, helping companies to innovate and improve complex services. Markus is cofounder of WorkPlayExperience, a service innovation and customer experience consultancy, co-author of This is Service Design Doing and co-initiator of the Global Service Jam - the world s biggest ever service design event (so far). He is also an adjunct professor for service design thinking at IE Business School. 5 Adam Lawrence Adam Lawrence is a customer experience consultant, comedian and actor with a background in psychology and the global automotive industry. For years he has been using expertise gained in the world of theater, film, stand- up comedy and storytelling to help organisations influence and impress their customers and partners. Adam is co-founder of WorkPlayExperience, a service innovation and customer experience consultancy, co-author of This is Service Design Doing and co-initiator of the Global Service Jam - the world s biggest ever service design event (so far). He is also an adjunct professor for service design thinking at IE Business School. Teresa Recio Teresa is an expert in brand management and services marketing. She is a senior consultant at CONENTO, a leading firm in business analytics as well as an Associate Professor of Marketing at IE, where she has won several teaching awards. Teresa holds a Ph.D. in Marketing and she has managed brands in global consumer goods companies such as Procter & Gamble and Kellogg.
DETAILS 6 REGISTRATION FEES financial aid SPECIAL CONCESSIONS CONTACT You may register online by going to our website: www.ie.edu/sdw, proceeding to the program s webpage, and clicking on the Register now button on the right-hand side. Once your registration is received, you will be contacted by IE staff to confirm your enrollment. The program investment is 3.900, which covers tuition, course materials, and all coffee breaks and lunches for all three days of the program. IE Business School may be able to help you to finance the program through our financial aid department. To explore opportunities available to you please contact financialaidexed@ie.edu More information on financial aid at IE is available www.ie.edu/es/financialaid. Partial scholarships are also available for exceptional candidates. Concessions are available for IE alumni, groups of executives attending from the same organization, participants registering for more than one program, early-bird inscriptions, and other cases. Jeanette Holyoak Associate Director of Admissions Jeanette.holyoak@ie.edu Tel.: +34 91 568 97 58
Why IE BUSINESS SCHOOL Service Design workshop Service Design Thinking for Management. Ranked No. 1 in Europe, IE Business School is dedicated to educating business leaders through programs based on its core values of: entrepreneurial spirit: Founded in 1973 by entrepreneurs for entrepreneurs, IE places the entrepreneurial and innovative mindset at the heart of its programs, and is home to many startup initiatives such as the Venture Lab, the Spain Startup & Investor Summit, and Wayra. Diversity and global focus: With about 100 nationalities making up its student body, IE provides business education with a global perspective. It supports talent from all over the world from admission to graduation and beyond, and through its Diversity and Equality Commission and its Center for Diversity. Humanities and social responsibility: As Secretariat of the United Nations Global Compact in Spain, IE places positive social impact at the forefront with its Corporate Social Responsibility programs and expert faculty in areas of social entrepreneurship and microfinance, among others. It is also the proud birthplace of organizations such as Net Impact and Emzingo Group. IE Business School is certified by the three most important academic accrediting bodies in the world, guaranteeing high quality and academic rigor in all of its programs. 7 IE Executive Education programs equip managers, entrepreneurs, and leaders with the latest tools, best practices, and skills through interactive and practical sessions. Our programs are designed to enable executives to excel amidst the many and varied challenges they face both today and in the future. www.ie.edu/executive-education IE Business School is recognized by international press as one of the world s top Business Schools. Online MBA Programs 1 st worldwide March 2016 European Business School 5 th worldwide December 2015 Master in Finance 3 rd worldwide June 2016 Executive MBA Programs 1 st worldwide October 2015 Global MBA Programs 3 rd worldwide May 2015 Non American Business School 4 th worldwide October 2014 MBA Non American Business School 5 th worldwide October 2014 www.ie.edu/rankings
INTERNATIONAL EXECUTIVE PROGRAMS Program Portfolio (List is subject to change) 8 Technology, Analytics & Innovation programs Accelerate: Building Business from Science & Technology From Big Data to New Opportunities Industry programs Effective Management for Security Professionals Digital Innovation in the Travel Industry Marketing, Sales & Communication programs Public Speaking Bootcamp Service Design Workshop FINANCE programs Venture Capital Private Equity Strategic Corporate Finance Unconventional Edges in Finance Strategy & Leadership programs From CEO to Maestro High Impact Leadership Executive Summer School Contacts Visit our website where you can also download the program brochures: www.ie.edu/es/executive-education Or contact our International Executive Program Manager: Jeanette Holyoak Associate Director of Admissions Jeanette.holyoak@ie.edu +34 91 568 9758 www.ie.edu/sdw Follow us on: IE BusinessSchool Executive Education @IEExecEducation IE Business School Executive Education IE Executive Education IE Business School Executive Education Pinar 18. 28006 Madrid. Spain. EU Tel.: +34 91 568 96 00 Fax: +34 91 568 96 18