2–5 February 2021


Long Paper

Proliferating service design in a large multi-cultural IT organisation – an inside-out approach


Presenting Author(s): Ravi Mahamuni, Sylvan Lobo, Bhaskarjyoti Das
02 February 2021

Please be aware that multiple presentations will take place during this session commencing at 07:15PM AEDT and share the same zoom link. Check how presentations are clustered in the program spreadsheet when adding the calendar.

In light of product companies shifting towards services and service companies embracing service design approaches, there is a greater need for the proliferation of service design. However, organizations are still not fully ready for this shift. Notably, Information Technology (IT) service organizations provide a unique premise, where employees engage and facilitate their customers to undergo the journey of adopting service design into their service innovation processes, while they themselves are similarly undergoing the same journey. Amidst the different change management theories available, to help their employees learn, design and deliver better customer services, organizations are exploring and adopting different approaches to introduce service design. We explored an inside-out approach where we wanted the employees of IT organizations to understand, develop and experience the power of a service design-led innovation activity, understand the different complexities involved, and further become empowered to design service experiences for their customer organizations. Using iterative ‘Plan-Act-Observe-Reflect-Refine’ cycles, we explored several internal employee-centric services such as employee hiring, onboarding and integration services. We adopted the CraftChange behaviour change progression model to enable the proliferation of service design techniques and processes, by using the ‘internalizing through experiencing’ approach. Once the employees experienced the benefits of service design within their organization, they were ready to proliferate service design, in their respective customer organizations. In this paper, we share our reflections on the ‘inside-out’ service design proliferation journey within the large multi-cultural and global IT organization in which we work. We argue that our approach can aid highly pluralistic, varied-domain or cross-geography complex services to plan their service design proliferation strategies and activities effectively.

Europe (CET): 2nd February 2021 9:15 am to 10:15 am

US (EST): 2nd February 2021 3:15 am to 4:15 am

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Bhaskarjyoti Das
Bhaskarjyoti Das
Tata Research Development Design Center

Currently based at Pune, India, I work as a Service Design Researcher at Tata Research Development Design Center, Tata Consultancy Services. I pursue research through design of product-service-systems in areas related to service design, systemic design, organizational services, public services, design for behavioural change, sustainability, and circular economy. I hold a master’s degree in industrial design (product design) from National Institute of Design Ahmedabad, India, and have a bachelor’s degree in engineering from IIT Gandhinagar.

Ravi Mahamuni
Ravi Mahamuni
Design Research, Tata Consultancy Services, India

Ravi Mahamuni, a service design researcher and practitioner, is heading the Design Research at Tata Consultancy Services and completed his PhD in Service Design from Indian Institute of Technology Guwahati, India. He is a Bachelor of Electronics Engineering, Postgraduate Diploma in Advanced Computing and MBA. He has twenty-four years of industry experience in diverse roles. He is an author of 18 plus research papers and lead inventor of 10 plus patents. His research interest is the aspects that inform design for change, service design for scale and how service designers can facilitate the change that people and communities desire. Due to his technology and management background, he believes in technology as an enabler while humanizing the services. He is a lead service designer for various in-house service design initiatives like employee onboarding, employee integration and employee referral services. He has developed ten plus technology products and anchored several service design projects.

Sylvan Lobo
Sylvan Lobo
Tata Consultancy Services, India

Sylvan Lobo is a Design Researcher with over 10 years of professional experience at TCS Innovation Labs – Mumbai. He is currently engaged in research in Service Design, focusing on adaptations of methods and tools to design for organizational and public services. His design interests also include qualitative studies, HCI for less-literate and visually impaired users, usable security and data visualization. He is an author of over 15 research papers and is a co-inventor of multiple patents. He is a graduate of IDC School of Design - IIT Bombay, with a specialization in Interaction Design, and a Master of Computer Applications from Goa University, India.