30 - 31 October, 2018 | Bayview Eden, Melbourne, VIC

Conference Day One: Tuesday, October 30th 2018

8:30 am - 9:00 am Coffee and Registration

9:00 am - 9:10 am Conference Opening-Remarks from Conference Chairperso

9:10 am - 9:50 am Simplifying an Initial Design Business Case to Facilitate Stakeholder Buy-in

Anet Redmer - Service Design Lead, Qantas
The benefit of design-based service improvement is being realised across the business world, however understanding of service design methods are still fairly embryonic. Gaining organisational buy-in often means bringing other business stakeholders into the fold gradually, warming them up to the benefits of a design-based approach to service improvement over time. This session will examine ways to structure an initial business case for your service design methods. It will look at how to keep your initial stakeholder engagements impactful by structuring your business proposal along a simple problem/ solution model.

  • Appreciating the importance of initial stakeholder engagement
  • Structuring your design framework to appeal to non-designers
  • Managing expectations of external and internal stakeholders
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Anet Redmer

Service Design Lead
Qantas

9:50 am - 10:30 am CASE STUDY: Ensuring Relevance and Rigour in Design to Improve Organisational Uptake

Owen Hodda - UX Design Lead, ANZ
One of the key issues facing Design proponents is keeping design as an exciting and innovative methodology, rather than just another set of processes to be implemented and followed. By taking an approach of not “doing just for the sake of doing”, ANZ has been able to implement an approach to Service Design which is “encouraged not implemented”. In this session, Owen Hodda of ANZ will discuss his work with the bank’s Design Expertise Group, examining how ANZ has gone about integrating Design practice into their organisational fibre.

  • Keeping Design from becoming “just another process”
  • Promoting organisational buy-in rather than instructing it
  • Making sure your Design processes are relevant
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Owen Hodda

UX Design Lead
ANZ

10:30 am - 11:00 am Speed Networking

11:00 am - 11:30 am Morning Tea

11:30 am - 12:10 pm Examining the Relationship Between Design and Process Optimisation Frameworks to Decrease Service Improvement Lead Times Whilst Maintaining Quality

Carl Heise - Service Design Lead, NSW Department of Finance
The idea of open-ended design periods is ideal, but in reality it is something of a pipedream. Deadlines exist, expectations are high and outputs will always be measured. However, implementing frameworks such as Agile into the way you carry out your role can be beneficial, as it can increase your output and productivity without significantly detracting from the quality of your design. This session will discuss the intersection of Agile methods and service design, examining how the two can coexist comfortably to make you a more formidable service designer.

  • Applying new frameworks to your design methodology
  • Balancing time pressures and design integrity
  • Increasing design output to increase support from traditionally-minded stakeholders
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Carl Heise

Service Design Lead
NSW Department of Finance

12:10 pm - 12:50 pm How Tabcorp Have Made Research and Customer Inclusion the Backbone of Their Design Process to Drive Their End-User Experience

Levi McCusker - User Experience Design Lead, Tabcorp
At Tabcorp end-users form the heart of the organisation’s design methodology, from extensive UX research and collaboration with business intelligence in developing a problem statement, to directly involving customers in ideation and testing sessions. In this session, Levi McCusker will discuss how his team has gone about this process. He will discuss topics such as the value of “power users” in receiving feedback, as well as the importance of good data in examining changing user behaviour patterns.


  • Using customer journey mapping to visualise your customer’s service experience
  • Examining the micro and macro aspects of service usage
  • Using relevant insights to build organisational engagement
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Levi McCusker

User Experience Design Lead
Tabcorp

12:50 pm - 1:50 pm Lunch

1:50 pm - 2:30 pm Implementing Outcome-Based Design to Benchmark Improvements and Set Targets

Anand Ranchord - Head of Propositions, Experience and Design, Kiwibank
Whilst proper design and prototyping is not a process which can be rushed, it is nevertheless pertinent to build a set of outcomes into your design process to make the most of your team’s efforts. By taking the time to set a clear strategy for each service design project which you undertake, you will ensure that your design thinking does not drag out into design pondering. By setting goals and measuring outcomes, you will keep motivated, resulting in a better quality of work and thus better customer outcomes.

  • Appreciating the role of self-assessment in shaping your service design approach
  • Using objective benchmarks to motivate your staff to put their best foot forward
  • Rethinking performance targets to inspire rather than induce fear
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Anand Ranchord

Head of Propositions, Experience and Design
Kiwibank

2:30 pm - 3:10 pm How Screenrights is Shifting Towards a Design- Centred Operation to Better Serve their Diverse Customer-Base

Emma Madison - Head of Service Design, Screenrights
Screenrights has a customer base that could not be larger in scope. From individual writers, directors and producers to large Hollywood studios, Screenrights processes the royalty payments for all of them. In this session, Emma Madison will discuss Screenrights’ growing focus on design methodology, how it emerged and transformed the organisation, and the benefits which this has brought about for Screenrights’ engagement with their varied customers. Emma will also discuss Screenrights’ unique organisational position and how it affects her strategy and outlook.

  • Understanding the diversity of your customers to inform your strategy
  • Balancing fairness, efficiency and customer needs in the not-for-profit space
  • Applying systems thinking to service design
  • Getting organisation buy-in for a design approach
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Emma Madison

Head of Service Design
Screenrights

3:10 pm - 3:40 pm Afternoon Tea

3:40 pm - 4:20 pm Culture Eats Strategy for Breakfast: Setting your Business Up for Design Thinking

Octavia Maddox - Senior Member Experience Manager, Woolworths
Embedding design thinking is a fundamental shift in the way an organisation runs. It is critical to have the right culture in place to drive this. This session will investigate strategies that have worked to gain buy-in and shift attitudes in the upper echelons of the business for design thinking to be effective. It will address the challenges of embedding design thinking, an ambiguous methodology into a highly risk averse culture.

  • Using culture to promote Design Buy-in
  • Leveraging non-traditional methods to implement non-traditional ideas
  • Understanding the importance of Design in change management
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Octavia Maddox

Senior Member Experience Manager
Woolworths

4:20 pm - 5:00 pm Champagne Roundtables

This session will consist of a roundtable discussion focusing on an area relating to Service Design. The idea of this discussion is to pick the minds and learn from experiences of your industry peers around a range of topics, in order to expand and deepen your knowledge of Service Design techniques. The topics are as follows:

Enabling Effective Customer Feedback Channels

5:00 pm - 5:15 pm Conference Closing- Remarks from Conference Chairperson

5:15 pm - 5:15 pm Networking Drinks