Misalignments and connections: Managing design in a platform world

I will share some stories about how my team and I are navigating through the business world and where it’s having impact. I’ll take you through some of the key milestones, reframing and learnings including why I really don’t need an innovation lab…

Presented by Harriet Wakelam at Managing Design 2016

Transcript

1. Misalignments Harriet Wakelam Harriet.Wakelam@medibank.com.au @hwakelam
2. “As long as your prior approach is most dominant.. You will get more refined variations of the same approach, but nothing genuinely comes to the fore” Dr Stellan Ohlsson
3. 07 … AN EXPERIMENT WELCOME TO ITS CREATIVE “Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan”. Eero Saarinen
4. 14/06/16 CUSTOMER PROGRAM VOICE OF CUSTOMER Service NPS Relationship NPS Product Confidence Practice: Capability and Support Maturity Model | Customer Obsession Program | Design Thinking/practice GETTING STARTED MAKING CONTACT REVIEW COVER GOING TO HOSPITAL USING EXTRAS INACTIVE Day 1 Day 45
5. Experience design team Experience design Voice of the Customer Customer Experience User Experience Program Delivery & Change 14/06/16 5 Measure and analyse customer feedback to better understand customer behaviour. Act on customer feedback and insight to improve the customer and service experience. Drive improvements through the digital channel and increase website and mobile usability. Support the delivery and implementation of customer initiatives.
6. Create a world where change is embraced not feared whe change energizes not exhaus
7. EVOLVING THINKING 14 ⁄ κ ± ⎛ LABS, IDEATION, CREATION MAPS, SPREADSHEETS MODELS ECOSYSTEMS, RELATIONSHIPS AND CHANGE . INNOVATION CRAFT METHODOLOGY DATA, CONSULTING, SERIOUS BUSINESS TRANSFORMATION MASHUPS, IMPROVEMENT, INVENTION, SCALE
8. “The skills of craft no longer suffice”
 Donald Norman 

9. METHODOLOGY TO TRANSFORMATION BEYOND…
10. “Business ecosystems are complex economic communities of employees, partners and customers that innovate and extend products and services” Haydn Shaughnessy
11. OLD limited to a defined set of members and participants”. NEW The elements operate independently from the ecosystem SCALE…
12. NPS = DETRACTORS PASSIVES PROMOTERS 30% 35% 35% THE CASE FOR CHANGE 30% 35% 35%
13. TRANSFORMATION 13 Ge=ng started New to fund Going to hospital Making contact Review cover Using extras I have health insurance – I don’t really get it Medibank understands my health and empowers me to make health choices that put in charge of my health Fix the worst customer problems Current State Journeys Design and deliver new touchpoints Change our relationships with customers Future state journeys
14. CUSTOMER JOURNEY BASED MEASUREMENT FRAMEWORK 14 JOURNEYS Satisfaction of a journey Step 1: Identify the lowest performing journeys TOUCHPOINTS Measured by drivers DRIVERS Satisfaction of touchpoints •  Researching options •  Getting quotes RESEARCHING OPTIONS GETTING A QUOTE •  Friendliness of staff •  Time taken to join SIGNING UP •  Ease of logging in to OMS •  Accuracy of first bill NEXT STEPS •  Clarity of next steps •  Usefulness of info in welcome pack MEDIBANK NPS Satisfaction with Medibank FINALISE •  Confirmation that the joining process is complete GETTING STARTED MAKING CONTACT REVIEW COVER GOING TO HOSPITAL USING EXTRAS INACTIVE Day 1 Day 45 MEMBER NPS MEASURED IN THREE LEVELS PAINPOINT Lowest performing driver or a collection of drivers •  Lack of clear and useful information
15. CREATE NEW STORIES Orchestrate learning
16. Convergence Surprising pathways that create invention
17. “technology alone is not enough – it’s technology married with liberal arts, married with the humanities, that yields us the results that make our heart sing” Steve Jobs MARRIAGE OF DISCIPLINES Groups of people coming together across institutions, entities, disciplines – voluntarily working together for mutual gain LIFEBLOOD
18. 92 CONNECT RESOURCES
    … 01 PROVIDERS, POPULATIONS, HOSPITALS , SPECIALISTS 02 CUSTOMERS EMPLOYEES 04 PARTNERSHIPS 03
19. 108 OPTIONALITY DESIGN, PROTOTYPING, OPTIONS, SYSTEMS CAREER TECHNOLOGY PRODUCT PROCESS REINVENTING, ECONOMIES AND SYSTEMS
20. REFRAME
    ‚ • ← Marketplaces at scale Optionality Courage Convergence A DESIGNED SYSTEM IS ADEQUATE It is only as complete and comprehensive as it needs to be in order to fulfill its intended purpose Harold Nelson
    ‚ Authenticity Invention