Highlights from Service Design Conference Indonesia 2019

Rina Hafizhah Utami
Oct 6, 2019 · 8 min read
The first Service Design conference in Indonesia, SDID 2019, held on 25–26 September 2019.

On 25–26 September 2019, Somia Customer Experience organized the first Service Design Conference in Indonesia (SDID, for short), held in Jakarta Design Center. This conference gathered all people in design and user experience industry, even from engineering industry. For the first-ever service design conference in Indonesia, SDID 2019 promotes a big theme: From UX to Service Design.

For this awaited conference, Girls in Tech Indonesia became one of the media and community partner of Service Design Conference Indonesia. The ticket for this conference is affordable, and this is for 2 days event!

  • Day 1 — Conference
    Talks, presentations and case studies from seasoned service design practitioners and thought leaders from both international and local Industries.
  • Day 2 — Workshops
    Hands-on workshops learning experience with leading global practitioners and like-minded participants:
  • Workshop 1: Practical Service Design
  • Workshop 2: Business Model Innovation

Why Service Design?

From Service Design Indonesia website, the secret was revealed :

User Experience works in a specific touch point to make sure the end user get great experience in interacting with the organization through that particular touch point. Service design is making sure all touch points have cohesive user experience and have the needed support from the people, process, or technology to make that experience feels like magic.

The big picture of Service Design as illustrated in Nielsen Norman Group article as seen below :

Service Design 101

From Keynote to Case Study

Before we move to the highlighted session of the conference, let’s see the lineup of speakers & workshop facilitators. They are :

  • Michael Quinn Innovation Director, Asia Cigna (Hong Kong)
  • Kate Okrasinski — Director of Innovation, MAKE Studios (Hong Kong)
  • Stephanie Lukito — Design Strategy Manager, Grab (Singapore)
  • Ketut Sulistyawati — Director & Principal Consultant, Somia CX (Indonesia)
  • Christian Sutardi — Co-Founder, Fabelio (Indonesia)
  • Sofian Hadiwijaya — Co-Founder, Warung Pintar (Indonesia)
  • Mohammad Khoerudin — Business Transformation Manager, Bank BRI (Indonesia)
  • Ukasyah Q.A.P — Senior Consultant, Somia CX (Indonesia)
  • Daniel Christiansen — Experience Designer & Educator, MAKE Studios (Australia)

Keynote — Innovation Catalysts

Michael Quinn delivered keynote speech in SDID 2019

The first keynote was delivered by Michael Quinn (Innovation Director, Asia Cigna Hongkong), brought his speech with theme : “Innovation Catalysts — Changing Culture & Capability”. He shared with audiences about his journey in building the cross-functional team and his “Cigna-ture Innovation” which aimed to strengthen Cigna team by having them be more involved and actually doing some cross functioning exercise within the whole team with a problem to be solved.

“You can have a great program but you have to get the right people on board.”

He emphasize on how we all must spark inspiration for our teams, shape them by incubate their ideas and spread by keeping up with the new tech development. Maintaining the energy and support the team. In closing, he added :

“The best time to plant a tree is 20 years ago, the second best time is NOW.”

Sofian Hadiwijaya presented the Case Study about his company, Warung Pintar.

Case Study session delivered by Sofian Hadiwijaya, Co-Founder Warung Pintar (Indonesia). Sofian opened the stage with his company journey, Warung Pintar.

“3.174.400 warung in Indonesia.”, he told audiences. “Warung Pintar have 3000+ warung across Jakarta and Banyuwangi.”, he added.

He shared his team facing difficulties to find the best-implemented design of his “Warung Pintar”.

Implemented design of Warung Pintar

As we see the image above, they're changing the design gradually and finally find the solution. They also found innovation “starling” as in Starbucks keliling. He emphasizes the mission of Warung Pintar :

“Not only do we get bigger, but also we empower”

Warung Pintar created their own supply chain called Warung Pintar Distribution by implementing data integration as solution of one of the big problem of warung: Supply Chain.

Presentation — Service Design in Retail

Christian Sutardi from Fabelio shared his company journey.

Christian Sutardi, Co-Founder Fabelio (Indonesia) shared Fabelio’s key to success is their memorable, positive, and delightful customer experiences.

However, Fabelio faced challenge on merging offline and online retail through tech, to solve that they build “The Fabelio Experience” with a focus on delightful experience in every user touchpoints.

He shared how Fabelio managed Frontstage and Backstage side to improve their service to customers.

The flow of Frontstage and Backstage Actions (left) and the Frontstage side of Fabelio (right)

Presentation — Service Design in Tech

Stephanie Lukito from Grab Singapore delivered her speech on the stage.

Stephanie Lukito, Design Strategy Manager, Grab (Singapore), opened the stage with fresh opening, making all of us stood up from our chair and participated in her Instagram Stories. After the unexpected opening, she reflected on how she started her job as a Service Designer.

What is Service Design? She explained Service Design is a practice that applies key mindsets and tools aimed at empowering teams to see products as holistic services.

One of the key takeaways that I learned about the brief definition of Frontstage and Backstage. The things that people see and don’t see.

Frontstage : User interact with

Backstage : User don’t interact with

She showed to audiences, peeling off layers of Grab services how it had grown into a complex ecosystem. She added, “Then how do we create a seamless experience of this?” followed with the answer :

“To provide a seamless experience, we must be able to see it and engage with it holistically.”

There are 4 reflections on service design at Grab :

  1. Think in systems, with all of your user(s)
  2. Context can change everything
  3. Visualize the service over time
  4. Be inclusive in your process and co-create

“When you change the context, you change the product” as she explained one of her key reflection upon the problem of Grab Complexity.

In the middle of her speech, she provided us with her little segment “Draw the moon”. She elaborates a great analogy of how often our language differ in what we think were the same thing. She encourages the importance of being inclusive while making decisions.

“Interested, right? Explore these tools.”, she said. The tools are :

  1. Service Safari
  2. Service Prototyping
  3. Service Blueprinting
  4. Co-Creation Workshop

This is Service Design Thinking.

Service Prototyping and Service Blueprint that Stephanie’s team did.

One of another key takeaway from her is; “But ultimately, built strong relationship with operations, marketing, and product.” She emphasizes the impact of her process, noting how teamwork is key.

Case Study — Service Innovation for Financial Inclusion

Ukasyah Q.A.P (Somia CX) and Mohammad Khoerudin (Bank BRI) presented their case study.

The fact that still many Indonesians people not yet enough believes to saving up their money in bank. They saving to their neighbors and have one person who managed it, we called it “arisan”. It is known that banking is both emotionally and financial expensive for them. Although they do saving, often the money will end up being used upon things that look ‘urgent’ yet failing them to hold up a saving. “So how do we solve this kind of problem?”

After cycling through ideas of what kind of approach would be effective for them, they found an innovative solution, they called it “Save Cash & Bank It.” Adapted from the familiar principle as how they save their money at home, with the help of BriLink agent this hoped to provide better management of their money.

“We really focused on adapting a familiar approach of what already works for them so that they wouldn’t feel the change too abruptly”

In hope to scale the impact, they wanted to make sure that each and every problem is solved. Therefore they embark on field prototyping which gave them more insight on how understanding the ways and communication of users could do wonders.

Keynote — Affecting Change through Human-Centered Design

Kate Okrasinski delivered her speech about Human-Centered Design

The last keynote was delivered by Kate Okrasinski — Director of Innovation, MAKE Studios (Hong Kong). She opened her session with captivating games about circling your hands above your heads in clockwise. We had so much fun because of her game!

“Design is about problem solving. — With co-create is diversity of thinking.”

From her keynote, there is two highlighted point :

  • Customer experience innovation is organisational innovation. We are all focused on our customer’s experience. A holistic design approach explores the breadth and depth of this experience.
  • Service design engages with the customer experience on a systemic level. We look for interventions across the organisation that will drive the desired outcomes.

Human-centered design and behavioural design help us understand the customer experience.

Last but not least, at her closing keynote, she shared three advices. One is to always challenge the rules, second on how we should focus more on the choreography never the tools. And last, that the path was never predefined, it is ours to make.


Some facts of the SDID 2019!

Coffee Experience at SDID 2019

At coffee break, there is a coffee experience. Participants in the conference can try a new way of tasting coffee, which is took a sip of coffee and did a survey, at the same time! The survey was about how the difference between tasting a coffee while listening to low music and strong beat music. I tried and the taste really different. When you listening strong beat music, the taste of coffee more strong. Thank you SDID for the coffee experience!


Through this conference, we connect with the experienced practitioner of service design and learn together on how to design better experience and design. Thank you Girls in Tech Indonesia (Instagram : @girlsintechid) and Service Design Indonesia (Instagram : @servicedesignid) for awesome conference!

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