 Hello, this is Ana Luisa Peters and this is the service design show. In the special episode of the service design show, we're going to give you a sneak preview of what to expect at the upcoming service design conference that is taking place on October 27th and 28th of 2016 in Amsterdam. My guest in this episode is Ana Luisa Peters. Ana Luisa is an in-house service designer at the Rabobank. She's half Dutch, half Brazilian and we're also talking from Sao Paulo today and she also told me she's crazy about cats. So let's jump right in and ask Ana to give us a preview of her upcoming talk. Welcome to the show, Ana. Thank you. Hey Ana, let's jump right in and can you give me a 30 second pitch of your talk during the conference? Of course. Well, I'm actually not going to be by myself. I'm coming with Paul Moetsar as my colleague. And we will discuss the seven key learnings that we've obtained over the past two and a half years when we implemented in-house service design team at the Rabobank. And this has been quite a challenging and fun process but we know that many other large organizations are going through this as well. So we would like to share our experiences with the audience and to learn as much from each other as possible. And can you give just a half a tip of the seven? Which one do you like the most? Of course. I think the most surprising or interesting learning that we'll share with everyone is a certain partnership that we've started between a service designer and a customer journey manager is what we call it. And while the service designer is concerned about the whole design process, the customer journey manager knows a lot of stakeholders within the organization and does the stakeholder management part. And this makes a very powerful couple that we think other organizations could really also experiment with. So I'm making a team. Exactly. Yes. Partners in crime. Partners in crime. Interesting. So you already touched a little bit upon it but what do you hope people will learn and know after seeing your talk? Well, we especially hope that they will learn from our mistakes and our experiences and to be activated to improve their own in-house services and practice or even start it. Because maybe some people are considering it and this will help them to commence this change for them. Yes, I think I'll leave it at that. So the people have a little bit of a better insight into how to set up an internal service design department. Exactly. Maybe to feel better equipped to do it. And I think I know for sure that a lot of companies are actually setting up service design departments so this is really a hot topic. Yes, absolutely. So a very topical topic I'd like to call it. So what is your personal motivation to talk about this topic? Well, we would actually like for this topic to be more out in the open because it can be very tempting as a designer within a large organization to stay in this cocoon and to forget to connect with designers and other companies who are going through the exact same thing to share experiences with each other. So, yeah, we'd like to talk about this so we can step out of this cocoon and share experiences. Did you experience the cocoon by yourself? Is this something from your first-hand experience? Yes, absolutely. Me and the rest of our team, you know, we are so caught up in everything that goes on within our own company that you really have to consciously step out of it every now and then to be inspired and to get another perspective on your own practice and to improve it. It actually takes an effort to step out of your daily business. Absolutely, yes. You have to really consciously do that. Anna, I'm really curious, you probably will give seven insights into this topic, but I'm also sure that you also have some big questions surrounding this. What is the most interesting one for you? The most interesting question that I'm walking around with now related to this topic is to find out what the difference is between implementing your own in-house service design team within the large organization and acquiring a fully mature design agency as a whole, like Capital One did with Adaptive Path a couple of years ago. So this is a very nice, different approach between setting up a service design team and I'd like to understand with the audience or with the people at the conference what the specific hurdles of each strategy are and in which context, which approach would suit best. So when do you build a service design department from the ground up and when do you acquire a whole team basically, right? Yes, yes. When is each of those approaches most suitable is actually my biggest question. Interesting. So the conference is coming up really soon and what is the thing you're looking forward to the most? It's actually quite simple with these conferences. Every year I really look forward to it just to be inspired by people like us that are doing the same thing but in completely different contexts and to be activated to improve my own practice accordingly. So meeting everyone else. Meeting everyone else. I'm sure that will happen for sure on Amsterdam. Ana, this is all we had time for. I'm really curious to hearing your lessons and meeting you at the conference. So again, thanks for your time. You're very welcome. See you on Amsterdam. See you. Thank you very much. Bye. Bye. Thank you.