Luke McKinney and Ruth Watson, 2 of our Senior Service Designers presented at Septembers BIMA Breakfast Briefing in Edinburgh on the rising new discipline within service design, Colleague Experience. We’ve shared their presentation slides from the session. If you wish more detail please get in touch – we’re happy to discuss.
-Unlikely designing for customers, it is not about pleasing everyone – like Marmite or mullets.
-As a company, you want to be discerning about the people you hire – looking for the best fits and those with culturally the right attitudes and values.
-The experiences you design for Colleagues are as much about turning the wrong people away, as attracting the right people.
-Bottom-Up – figure out customers needs in order to design strategy.
-Colleague Experience can’t be driven by pleasing everyone in an organisation.
-Designing only for your current employees risks stagnations and stops a business evolving.
-Top-Down – strategic direction, where we are going, the values that will take us there.
-Bottom-Up – Identifying people who represent the brand values, using them to drive the experience.
-UNnengaged candidate example - Weren’t aligned to brand or values, not of value to chase as talent - your brand has to appeal to the type of people you want to work for you.
-Naturally collaborative and diversity-focused – assume
-Different departments have vastly different needs – but they all work in the office and are subject to the same environment and face the same issues.
-For example, “we have 24 departments in this company, across 12 communities - we must design for a different solution for each of them.”
It’s great to engage with so many stakeholders throughout a project, however, things move rapidly. The challenges are:
-How to keep people engaged in the ever-changing project story
-Ensure that there is consistency in the story being communicated - e.g. no crossed-wires or miscommunications
-Ensuring that the discussions with wider teams are taken on board, so that they see themselves in the outputs and feel part of it - which will, in turn, create advocates to make the implementation process and changes that come with redesign much smoother.
If anyone is familiar with Sherlock, you’ll be familiar with the concept of a mind palace. However, in this context, it’s about having a visual, physical space to create a shared understanding. As Things move rapidly, the mind palace becomes the shared brain to document and ensure that consistency, keeping people engaged in the project story and ensuring wider teams see themselves in the outputs.
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Luke is an award-winning Service Designer, specialising in design strategy and customer insight. He thrives on translating the needs of customers into valuable and actionable outcomes that transform clients’ businesses.