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We Question Our Project Action-driven Service Innovation

people-centered action-driven

service innovation

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Approach

usersstakeholders

clients

service providers

how do they co-create value?

prototyping

testing

iterating

what are the most critical points at each stage?

new to whom?

what does service mean?

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Making it happen

Projects never match the mold perfectly. Not in any case. But innovation ones involve an extra degree of uncertainty. We confess we have never worked on any that started and ended at the right phase.

We face them with a flexible can-do attitude, making the most to match the clients needs. Besides, we are lucky to have naturally a high degree of assurance. This helps sustain the clients’ and the team morale throughout the unexpected shifts of the project.

We consider that the focus of service design should not be simply on coordinating touchpoints across channels, but pursuing value for the user and the different stakeholders involved. For this, ethnographic research and co-creation are key.

Our pet area, though, is Iterative development through prototyping. As soon and as often as possible. It is fun. It is useful. And everyone senses progress. Even when a concept does not work, there is a lot to learn. And the value of a design approach is evident to the most skeptical.

We try to keep up with the latest academic developments around service innovation and match them to our learnings from each project. Through both, we develop a dynamic point of view on what service design and innovation means.

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After realizing that citizens where more satisfied with services provided via social media than face-to-face, the mayor of Sant Quirze del Vallès merged the communication area with the citizen service office (the council one-stop shop). The challenge: to make the office as agile as social media.

But changing the way a team has worked for decades is not an easy task. And the new Head of citizen service and communication opted for a radical approach: tearing down the old office and building a whole new space that would encourage a new service philosophy.

Our work was to help her and her new team understand the sequence of their service in the eyes of citizens and their own actions as service

providers. Consider and plan how the service would be played in the new space. And prototype the main interactions.

We came up with many insights on the space and the sequence of the service. But our work had also some unexpected results: a new job, a new self-service area and a happier, empowered team that has not ceased to question their work and improve it on a regular basis.

Most importantly, this small project opened a window of opportunity for more service innovation projects within the council. To the extent that by the end of 2015 a new innovation unit was created for working with a citizen-centered approach across all areas.

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Making face to face citizen service as agile as social media Sant Quirze del Vallès Council 2014

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A brand new app to ease loneliness among elderly citizens by connecting them to relatives was being developed by Barcelona Council as an intrapreneurship project.

When we joined in, a first pilot had been run. And a second version of the app was under development. Our role was to define the service, narrowly viewed as the process of delivering the digital technology to the old person.

But a brief user research on loneliness and relationships —and mapping the initial assumptions and doubts around the service— lead to a major shift on the service concept. It was obvious that our old participants needed to

make new friends and that they were ready to have face-to-face interactions too. The service —and the app— was redefined around its main value for users: keeping old bonds and making new ones in your neighborhood.

After that shift, the bulk of our work was to contribute to the set up of the next one-year pilot through detailed blueprinting, plus defining structure and relations among the social and tech organizations involved in providing the new service.

In this area, our work enabled the council to write public tenders for subcontracting service areas of the pilot to different providers.

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Alleviating loneliness among the aging population Barcelona Council 2015-2016

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Sant Joan de Déu, a children’s hospital known for innovation and empathic care, set up the first Patient Experience department in Spain to systematically rethink its care model.

We collaborated in one of their foundational works: a comprehensive study with patients of different conditions and families of diverse cultures.

Hospital staff contributed to identify opportunity areas across patient segments and services; such as, managing fear or making children feel normal —as opposed to sick— while in hospital.

They also ideated and prototyped potential projects for each opportunity. Those were then checked with patients and families in guerrilla tests around the hospital.

Some projects are already being carried out by Patient Experience. For example, context sensitive ways for delivering bad news or a resource center for families.

But beyond individual projects, patient experience has become one of the foundations of the new strategic plan of the hospital.

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Uncovering opportunities for innovation in patient experience Hospital Sant Joan de Déu 2015

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Furniture and equipment manufacturers needed to work more steadily with hoteliers. Decoding the hotel ecosystem and collaborating with its key players was the first step to boost their strategies.

We started by sensing the current dynamics and areas of opportunity in the contract ecosystem through interviewing key players in hotel design, construction and management, and observing their workspaces.

With that information, we designed a customized board game that allows to map actors, relationships, exchanges, actions and places.

After that, we organized a hackathon for manufacturers to collaborate with other actors in the ecosystem —facility managers, hoteliers, interior designers and architects— in redesigning several spaces of a real hotel.

At the end of the day, they all reflected how to transfer that closer hands-on cooperation to reality with our customized board game.

The insights generated were translated into fact sheets and a comprehensive map that allows each business to rethink its own strategy, either in collaboration with other actors, or individually. In the next year, new strategies, services and products will follow.

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Hacking the hotel ecosystem Habitat Cluster Barcelona 2016

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We develop projects for sensing and seizing new opportunities with a number of governments, public bodies and businesses that provide public services, as well as non-for profit organizations, businesses and business associations both at a local and European levels.

During all the project stages, we actively and intensively involve one or more teams from the organization in all the service design processes and activities. Through this approach we make sure the organization is immersed in the project and shares the insights and results.

As a side effect from the project, those teams feel empowered to rethink their own work and acquire new skills for creative collaboration and iterative development.

The team at WQOP understood our needs right away and helped us work from an ecosystem approach. They were involved from the start and remained by our side in all stages. We’ve managed to tackle challenges we didn’t know how to solve, with profitable results for our companies. Encouraging! — Bàrbara Urdillo, Habitat Cluster Barcelona

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FUTUREFOODINSTITUTE

We regularly give presentations about key approaches and tools of service design or about our cases at We Question Our Project. Our aim is to raise awareness about the value and practice of this discipline. Here is a selection of our latest talks:

The value beyond the app @ Service Design in Government 2016, London. Organized by Software Acumen.

Designing for Public Service in Barcelona @ Public Sector Innovation Lab: Innovation Update, Business Cases and Practical Tools. Organized by European Institute of Public Administration, Nesta and Design for Europe. Invited by Barcelona Design Center.

Dealing with wicked problems through service design @ VI Congreso Internacional en Gobierno, Administración y Políticas Públicas, Madrid. Organized by GIGAPP.

First-time Service Design. How to Start in a Public Organization @ Service State Conference, Warsaw. Organized by Polish Center for Information Technology (COI).

Small steps, quick wins @ Design is Future Congresstival in the Barcelona Design Week 2015, Barcelona. Organized by Barcelona Design Center.

Design doing to enjoy collaboration with Magda Małachowska @ Polishopa Design Thinking Conference 2015, Bydgoszcz. Organized by Shopa Design Thinking Workspace and Uniwersytet Technologiczno-Przyrodniczy.

Service Design & Change Management @ Service Design in Government 2015, London. Organized by Software Acumen. Second best presentation according to participants feedback.

Design thinking in public services. Sant Quirze del Vallés Council Case @ Digital Government Conference 2015, Barcelona. Organized by the Consortium for Open Government of Catalonia (AOC).

Co-creation and Social Innovation @ Rome Innovation Week 2014, Roma. Organized by Impact Hub Roma and Rome Chamber of Commerce.

Service Blueprint. Making a delighting… service @ Track: Delighting Products in The Next Management. Agile Spain Conference 2014, Barcelona. Organized by Agile Barcelona.

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Spreading the word

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We believe service design is hard to grasp without practice. For this reason, one of my key dissemination approaches are public workshops, mainly directed at non-designers. Here are a few examples:

Hosts and main facilitators @ Barcelona GovJam 2016, 2015, 2014 & 2013. Our jam is peculiar. Each year we celebrate it at the School of Public Administration of Catalonia (EAPC). Normally around 85% of our jammers are public workers who had never heard of service design before.

Service Design Thinking Workshop along Cristina Bustillo (2015) @ Jornades d’intensificació 7 maneres de dissenyar, EINA, University School of Design and Art.

Projects for a more inclusive neighborhood. Co-creation workshop (2014) @ University-City Collaboration Day. Organized by University of Applied Sciences of Catalonia (UPC) and Barcelona Council. Workshop for participants with different (dis)abilities.

Facilitator @ Hackathon Diritti alla Terra (2014). Organized by Future Food Institute, Alce Nero and Amnesty Interational.

Lego vs. acting. Prototyping services for dementia patients and their carers @ Barcelona Design Week 2014. Organized by Barcelona Design Center.

Glasses for the future, involving tomorrow's citizens with scenario planning @ Service Design in Government 2014, London. Organized by Software Acumen.

Facilitator @ Bibimbap. Rethink the Food to Remake the World Vivisostenibile (2014). Organized by Future Food Institute, Alma Bologna Business School and Institute for the Future.

Merging agile development, lean start-up and design thinking @ Leancamp Barcelona 2 (2013). Organized by Guillermo Marqueta-Siibert, Silvia Calvet, Jaume Jornet and Veronica Torras with the inter-disciplinary network of Leancamp Ambassadors.

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Spreading the action

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We enjoy training service designers. It requires questioning and clarifying your own practice. It gives you the opportunity of testing new methods in a safe environment and passing your approach to future practitioners.

BAU, Design College of Barcelona. Service Prototyping @ Postgraduate degree in Design Thinking and Innovation (2014-2015 & 2015-2016). Service Design and Design Thinking for Web Designers @ Master’s degree in Web design (2014-2015 & 2015-2016).

We also collaborate with other schools sporadically. In this case we prioritize schools or programs not directed at designers. Our aim is to raise awareness about service design in organizations both from the management and the technical staff sides:

Universidad San Francisco de Quito (USFQ). Service Prototyping & Walkability Cumbayá. Training for the USFQ faculty members from Communication, Entrepreneurship, Architecture schools and Innovation and Sustainability Office (2016).

University Pompeu Fabra (UPF). Service Design @ Postgraduate degree on Active & Healthy Ageing Project Management (2016).

Mondragon University (MU). Prototyping public services @ Strategic Product and Service Design Master's Degree (2014-2016 & 2015-2017).

Istituto Europeo di Design (Barcelona). User Journey, Prototyping & Implementing @ Summer Course in Design Thinking for Business Transformation (2015).

School of Public Administration of Catalonia (EAPC). Design Thinking and Innovation @ Master’s degree in Top Management (2014-2015).

University of Applied Sciencies of Catalonia (UPC). Prototyping @ Nexus 24 (2015).

Barcelona Design Center (BCD) + ACCIÓ, the Agency for Business Competitiveness of the Government of Catalonia. Service Prototyping (2015) & Co-creation (2014). Pilot training for the new Center for Value Integration, a facility to promote systemic innovation among SME’s in Catalonia.

University of Barcelona (UB). Policy Jam @ Bachelor’s Degree on Political Science (2014).

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Spreading the knowledge

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Personal Details Name Itziar Pobes Gamarra Date of birth 22/07/1977

Profile I like to observe and spot patterns. I love listening to people’s stories. I’m analytical. But I’m also a woman of action. I rely on intuition. I inspire people to move out of their comfort zone. And I make it possible by crafting projects for feasibility and viability. I solve problems and facilitate everyone’s work. I’m at the basis and at the forefront.

And I’m always digging deeper. I have a long background in humanities, I’ve been trained in Design for Sustainability and Design Thinking. Right now I’m studying an MBA in Service Innovation and Design.

Education MBA in Service Innovation and Design @ Laurea University of Applied Sciences, Helsinki (started 2013 and on going).

Postgraduate degree in Innovation and Design Thinking @ Elisava, Barcelona School of Design and Engineering (2012).

Bachelor's degree in Translation and Interpreting @ Barcelona Autonomous University (2000-2002).

Bachelor's degree in Philosophy @ University of Deusto, Bilbao (1996-1999)

Languages Spanish + Catalan, bilingual proficiency.English, Certificate of Proficiency in English (CPE) from Cambridge University.Portuguese, Diploma Universitário de Português Língua Estrangeira (DUPLE) from University of Lisbon.

Work experience Service Designer & Project Brain @ We Question Our Project (2013 - current)Service design and innovation studio that works mainly for local and regional governments. We design digital and non-digital services. Particularly, omnichannel services that make use of digital platforms, but are also rooted in compelling and meaningful face-to-face experiences.

Eco-design strategist, UX and content designer @ Greening (2007-2014) Design studio specialized in environmental communication and education for local authorities and business involved in managing urban environment.We developed multi-channel projects (print, video, interactive and space). deeply rooted in user research and crafted with eco-design criteria.

UX and content designer @ Swing (2004-2010)Design studio that developed digital and multichannel projects for SMBs in the areas of hospitality, e-commerce, architecture, fashion and manufacturing.I was in charge of information architecture, UX and content of service websites, such as online shops, booking systems or professional portals.

Freelance technical translator in environment and architecture (1999-2004) I used to coordinate complex translation projects and freelance teams, document and create terminological databases and translation memories.

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A few details about Itziar

Personal Details Name Marc Garcia Fortuny Date of birth 22/03/1974

Profile During day time, I'm a serious professional of service innovation and co-founder of We Question Our Project. I help governments and businesses to involve customers in actively creating new services, implementing them and communicating them simultaneously.

But at night, I go back to good old days of drumming at Jacinto Uncle. I love to rock!

Or is it the other way around? During my professional life, I rock. I'm a natural community manager and I love to involve people in crazy initiatives, such as Barcelona GovJam and Barcelona Service Design Drinks. At night, old as I am now, I stay seriously at home.

Education Postgraduate degree in Innovation and Design Thinking @ Elisava, Barcelona School of Design and Engineering (2012).

MBA in Family-owned businesses @ EADA Business School, Barcelona (2000-2002).

Vocational degree in Graphic Design @ Llotja Advanced School of Art and Design (1994-1998).

Vocational degree in Graphic Design @ IDEP School of Design (1993-1994).

Languages Spanish + Catalan, bilingual proficiency.English, advanced professional competence.Italian, advanced professional competence.French, intermediate professional competence.

Work experience Service Designer & Professional Questioner @ We Question Our Project (2013 - current)Service design and innovation studio that works mainly for local and regional governments. We design digital and non-digital services. Particularly, omnichannel services that make use of digital platforms, but are also rooted in compelling and meaningful face-to-face experiences.

Creative director @ Greening (2007-2014)Design studio specialized in environmental communication and education for local authorities and business involved in managing urban environment.We developed multi-channel projects (print, video, interactive and space). deeply rooted in user research and crafted with eco-design criteria.

Creative director @ Swing (2004-2010)Design studio that developed digital and multichannel projects for SMBs in the areas of hospitality, e-commerce, architecture, fashion and manufacturing.

Head of creative and communication department @ Nous Volums (1999-2004)I started and led the creative and communication department of an architectural firm. I coordinated a team of junior architects and designers in applying design principals and branding to architectural projects.

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A few details about Marc

Lara Irurita Service Designer & Concept Stuntwoman

I took off for a career where art and design intertwine and now I have landed in service design. I have tones of motivation for learning, testing and sharing new ways to innovate. With the camera, markers, clay and notebooks I keep on causing trouble.

Education Innovation and Design Management; Art; Integral DesignLanguages Spanish, Basque

Sofia Peres Service Designer & Sharp Pathfinder

I’m starting my career in service design and design management. I’m passionate about music, I can’t live without coffee and I’m a proud cat lady. I try to overcome all the challenges with enthusiasm and share my passion for design.

Education Innovation and Design Management; Communication DesignLanguages Portuguese, English, Spanish

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A few details about our team

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Do you think we make a good match? Would you like to discuss how our profile and our point of view could be of use to you? Let’s meet. Find us on: Twitter @wequestion Linkedin /we-question-our-project Facebook /wequestion Email ohyeah@wequestionourproject.com Skype wequestionourproject Phone +34 934 459 717