Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

(Remote) Service Design: A Transformation Case Study

Gold
Wednesday, June 8, 2022 • Design at Scale 2022
Share the love for this talk
(Remote) Service Design: A Transformation Case Study
Speakers: Alana Washington
Link:

Summary

Alana Washington will illustrate how rapid iteration, 100s of virtual post-its, and a bit of design therapy helped transform our service model during a global pandemic.

Key Insights

  • Uber Freight faced rising shipper challenges in 2021 due to pandemic-driven demand and increasing costs.

  • Alana found that 80% of service problems stemmed from poor teamwork rather than technology or process deficits.

  • Leadership’s trust and runway were crucial for initiating large-scale cross-functional workshops.

  • Service blueprinting was used to create empathy between teams by visualizing frontstage and backstage roles.

  • Psychological safety, clarity, dependability, meaning, and impact are five essential conditions to enable high-performing teams.

  • The three-day workshop involved 60 people, co-created two service blueprints, identified six systemic challenges, and generated 150 solution ideas.

  • The team chose to focus on the volatile pre-pick use case to pilot solutions with clear SLAs on tracking, scheduling, proactive communication, and coverage.

  • After 90 days, the pilot showed double-digit NPS improvements, better operational efficiency, improved margin, and on-time carrier arrivals.

  • Effective change requires continuous communication of progress and creating informal spaces for shared reflection.

  • Organizational transformation focused on changing team collaboration and culture more than just fixing service outputs.

Notable Quotes

"Demand is ultimately outstripping supply, and carrier rates are rising, pushing up prices for shippers."

"I knew that probably 80% of the problem was about teamwork and maybe 20% was about stuff we needed to build."

"Good service is the careful orchestration of many systems and systemic change means we all have to work together."

"A high performing team achieves really complex things together all bound by a common goal."

"One thing that sets high performers is psychological safety: do people feel safe to raise a flag when something’s not working?"

"Service blueprinting was a deeply empathy-building activity because each role had to help another walk in their shoes."

"We identified six big rocks and ideated on 150 plus potential solutions, then voted on nine concepts to move forward."

"We picked the pre-pick use case because it’s the most volatile part of the process and the most within our control."

"After 90 days, we had double-digit improvement on our NPS and a decreased operations cost per load."

"Organizational change is less about the what and more about the how, showing the organization how to change."

Ask the Rosenbot
Alexandra Schmidt
Enterprise UX Playbook
2022 • Enterprise Community
Louis Rosenfeld
Welcome / Housekeeping
2023 • Enterprise UX 2023
Gold
Anupama Dhareshwar
From blueprint to bot: Designing resilient AI-powered services
2025 • Advancing Service Design 2025
Gold
Taylor Jennings
Repository Retrospective: Learnings from Introducing a Central Place for UX Research
2022 • Advancing Research 2022
Gold
Sohit Karol
Designing Delightful Listening Experiences: Mixed Methods Research in the Age of Machine Learning
2020 • Advancing Research 2020
Gold
Cennydd Bowles
Responsible Design in Reality
2021 • Design at Scale 2021
Gold
Dan Donald
Design Systems as a Vehicle for Systemic Change
2023 • DesignOps Community
Samuel Proulx
Designing for Disability, Innovating for Everyone
2025 • Advancing Research 2025
Gold
Bob Baxley
Leading with Design Operations Past and Present
2019 • DesignOps Community
Saskia Liebenberg
Start Small for Big Impact
2019 • DesignOps Community
Louis Rosenfeld
GenAI for UXers: A Rosenbot Demo and Discussion
2025 • Designing with AI 2025
Gold
Ali Jeffery
How DesignOps Helped Enable Wall Street to Work Remotely
2020 • DesignOps Summit 2020
Gold
Bria Alexander
Opening Remarks
2021 • DesignOps Summit 2021
Gold
Ana Ferreira
Designing Distributed: Leading Doist’s Fully Remote Design Team in Six Countries
2024 • DesignOps Summit 2020
Gold
Nora Tejeda
Scaling Design Capabilities at BBVA Through a Self-service Design Model
2021 • Design at Scale 2021
Gold
Bria Alexander
Opening Remarks
2021 • Design at Scale 2021
Gold

More Videos

Greg Petroff

"AI assistance in user research doesn’t supplant humans; it augments and assists by helping us sift through large volumes of data."

Greg Petroff

Software as Material—A Redux

June 6, 2023

Brendan Jarvis

"They walked. The locals were most likely right."

Brendan Jarvis

Framing Tomorrow by Questioning Today

June 8, 2022

Prerna Makanawala

"Design talent is the most valuable asset; empowering them to be part of decisions retains and motivates them."

Prerna Makanawala

Achieving Balanced Design Consistency

June 9, 2021

Tricia Wang

"Fear of AI comes from not trusting the inputs, the data powering these models."

Tricia Wang

From Users to Shapers of AI: The Future of Research

March 25, 2024

Cheryl Platz

"Is gamification just last decade’s fad or have the principles become so ubiquitous we stopped calling it that?"

Cheryl Platz

Embrace Your Fun Factor: Game Development Best Practices for Product Design

January 9, 2026

Ariel Kennan

"I think we all know no matter if you’re new to this work or you’ve been doing it for years, we’re always still learning."

Ariel Kennan

Theme Two Intro

November 17, 2022

Tricia Wang

"Representation is key to avoiding harm and misinterpretation, especially when working with Indigenous and marginalized communities."

Tricia Wang

The most popular design thinking strategy is BS

January 27, 2022

Kristin Wisnewski

"Before, we never really looked holistically at decades of UX data—now we use it to be proactive and avoid duplicative studies."

Kristin Wisnewski

Measuring What Matters

October 23, 2019

Scott Jensen

"They’re not living out the Judgment of Solomon every day, where the baby can be split in half."

Scott Jensen Sarah Delaney Carmen Liu

Short Take #2: UX/Product Lessons from Your Industry Peers

December 6, 2022