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

Conference Day Two: Wednesday, October 31th 2018

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

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

9:10 am - 9:50 am How Lion Leveraged Employee Persona-Creation to Focus the Strategy for a Major Digital Workplace Upgrade

Jandi Shennan - Senior Service Design Advisor, Lion
Vanessa Stewart - Head of Customer Experience, Lion
LION are investing in new technology - the digital workplace program which will empower and connect its people anywhere, anytime. Given Lion’s global footprint, its manufacturing focus across dairy, beer, spirits, wine and non-alcoholic drinks this proved to be no mean feat. This session will focus on how Lion went about understanding the needs of its employees, in particular their use of insights to make sure the data they were getting from employees and transforming the Lion business for collaboration and agility.

  • Using internal qualitative research to map persona models across the business
  • Understanding your end users’ future ways of working
  • Taking an inwards-facing approach to service design

Jandi Shennan

Senior Service Design Advisor


Vanessa Stewart

Head of Customer Experience

9:50 am - 10:30 am How Koala Has Built a Brand Around Customer- Centricity to Drive Growth & Disrupt the Furniture Industry

Vikram Viswanath - Head of Insights and Innovation, Koala
When it comes to single-minded drive to improve the customer journey, Koala’s reputation precedes them. As a young, agile company, Koala have the benefit of being able to grow their business around the core idea of customer-centricity. In this session Vikram Viswanath, Head of Insights and Innovation at Koala, will discuss how their obsessive attention to customer feedback shapes every aspect of their product and service design.

  • Building a bottom-up business around customer centricity
  • Engaging your customers effectively at all stages of their journey
  • Using design thinking and customer insights as a continuous improvement method

Vikram Viswanath

Head of Insights and Innovation

10:30 am - 11:00 am Morning Tea

11:00 am - 11:40 am Interactive Discussion Groups

These discussion groups are intended to give you the opportunity to hear peer-led case studies as well as discuss the most pressing issues relating to Service Design. The IDGs will run as follows:

  • The audience breaks up and choose an IDG table which best suits their interests
  • Each IDG is set as a roundtable, with discussion being facilitated by a thought leader in the space Each delegate will have time to rotate between 3 of 4 roundtables in 30 minute rotations
  • Discussion groups are kept small to make sure that all delegates have a chance to ask their most pressing questions, making for a much more intimate engagement

Table 1: Building a Compelling Service Design Business Case
Table 2: Streamlining the Prototyping Process
Table 3: Strategies for Effective Co-Creation

11:40 am - 12:20 pm How Uniting Communities Have Improved Resource Utilisation and Lean Business Practices by Improving Their Service Design Focus

Lydia Crawford-Pope - Service Design Manager, Uniting Communities
Uniting Communities is an NGO which runs 91 services across South Australia. With a client base as diverse as theirs, there has been significant need to take a customer-centric focus on how they blueprint and design their services, in order to improve their resource utilisation. In this session, Lydia Crawford- Pope will discuss her role in expanding the scope of design methodology within Uniting Communities, examining how she built executive support with a wildly successful initial pilot. She will also examine the continuous benefits for Uniting Communities, as well as her ongoing work to upskill other staff units to include design in their work processes.

  • Designing design to improve your outputs
  • Taking the time to plan in order to promote both speed and quality
  • Building clear lines of communication within your own organisation

Lydia Crawford-Pope

Service Design Manager
Uniting Communities

12:20 pm - 1:20 pm Lunch

1:20 pm - 2:00 pm How Telstra Has Broadened the Skillsets of Service Designers to Increase their Influence in Embedded Teams

Jemma Vandali - Acting GM- Service Creation and Design Practice, Telstra
Customer-centricity is the name of the game when it comes to contemporary business focus, and Telstra have been working hard to make sure this focus on the end-service user has been ingrained in as many stages of their product development process as possible. In this session, Jemma Vandali will discuss her role in embedding Service Design culture at Telstra, including how she has broadened the skillset of her designers using Agile methodology to increase their influence in product feature teams, as well as the key factors she looks at when assessing the impact of her staff on customer experience. Jemma will also talks about how Telstra has found ways to include the customer in the Service Design process in order to make sure that the end result really does improve the customer experience.

  • Understanding the importance of co-creating with customers
  • Measuring the impact of your Service Designers to communicate value
  • Focusing your organisational objectives to put the end service user first

Jemma Vandali

Acting GM- Service Creation and Design Practice

2:00 pm - 2:40 pm How Curtin University Incorporates Student Feedback into Their Digital Service Offering To Improve Digital Engagement

Peter van Schie - Manager-Digital User Experience and Insights, Curtin University
Curtin University are currently transitioning their digital service department to a student-centred framework. The team undertakes a variety of service improvement roles, from improving and developing student facing applications, to providing service operating frameworks to inform and assist other departments within the university. By building their student feedback avenues, such as focus groups and in person surveys, Curtin has allowed its service design to be increasingly student-centric. This session will look at the operation of Curtin’s digital service design, from the way they are improving their insight collection, to how this has translated over to their digital service provision.

  • Designing design to improve your outputs
  • Taking the time to plan in order to promote both speed and quality
  • Building clear lines of communication within your own organisation

Peter van Schie

Manager-Digital User Experience and Insights
Curtin University

2:40 pm - 3:10 pm Afternoon Tea

3:10 pm - 3:40 pm Using Storytelling to Improve Stakeholder Buy-In to your Design-Based Projects

Dr. Alison Livingstone - Senior Service Designer- The Design Centre, IAG
IAG’s Service and Strategy Design team work in a highly dynamic environment, providing support and input on projects across a range of business units. With a background in Design Research, Dr Ali Livingstone has developed a flexible communication style using narratives and storytelling to create stakeholder buy-in. In this session, Ali will discuss her role at IAG, and how she works to guide her clients along the Design journey in order to bring them on-board with her methodology and processes. She will discuss issues such as the initial uncertainty which non-design stakeholders can face when presented with a Design-based approach, as well as how to take the right balance between explanation and results when creating engagement and understanding.

Dr. Alison Livingstone

Senior Service Designer- The Design Centre

3:40 pm - 4:20 pm How RACQ Has Implemented an Agile Service Improvement Model to Continuously Improve the Performance of Their Frontline Staff

Carl Gribble - Manager Member Experience Design, RACQ
RACQ’s organisational focus is squarely on improving its Member Experience (MX). When envisioning this experience, RACQ have placed the performance of their frontline staff front and centre. To ensure that staff are competent and comfortable, a 2 month feedback cycle of staff insight collection, workshopping and re-training occurs. In this session, Carl Gribble of RACQ will discuss his team’s innovative method for continuous improvement, and how this constant process of identification and rectification is benefitting both RACQ’s frontline staff as well as their members.

Carl Gribble

Manager Member Experience Design

4:20 pm - 4:20 pm Conference Closing-Remarks from Conference Chairperson