But did the event deliver? Not so much. In my opinion design was not really in the forefront of the forum as there were plenty of presentations about branding and marketing.
The four-hour forum was started by Andreas Roselew, who is a managing partner at Grow Partners. He shook the audience by stating that there is a hype around all the service design concepts such as co-creation, growth hacking and customer centricity.
“I think we are experiencing a silent bubble”, he stated and referenced the dotcom bubble of the late 90s and early 2000s.
According to Rosenlew, very few service designers manage to pull things together so that it actually creates cumulative value.
“There are a lot of service designers running around being evangelists”, Rosenlew said. In his opinion most of the current Service Design is generic.
“It’s based on generic insights and it results in generic solutions”, he said.
In Rosenlew’s opinion there needs to be a direction in all design and it needs to be consistent and continuous. That is the only way to create value in the long term.
In order to achieve that designers should concentrate on holistic design and take into account the whole customer journey and life cycle and also different senses such as taste, feel and smell.
Fazer decided to simplify to amplify
The most interesting case that was presented in the forum was in my opinion Fazer’s Head of Marketing Päivi Svens’s presentation on how design has become a strategic capability for the company.
Design now – a day of discussion on the future of design Harald Herlin learning centre, Otaniemi, Espoo 2.11.2017
The day packed with talks and discussions was all about defining what design is going to be in the future.
We heard an inspirational speech from Anna Valtonen (Vice President for Art and Creative Practices, Aalto Uni, FI). Valtonen raised questions about design shaping the future as well as renewing the society. In the future we need to have various viewpoints, not just follow our own individual paths as designers. We are also going to need new ways of viewing phenomena. Valtonen’s message is that designers are advocates for the unmeasurable: designers have the means to make the invisible visible and tangible. The world is changing and we (designers) need to keep up with the change.
Anna Valtonen: Why Design Now?
Kalevi “Eetu” Ekman (Design Factory Director & PDP Professor, FI) reminded us in his videotalk that design is always there: it is done either consciously or unconsciously. Ekman underlined that a trained designer can change things dramatically. As an example he named industrial companies that have a lot of engineers working for them. A skilled designer can make a huge impact on thinking in such companies.
In the global conference of service design network, held in Madrid last week, theme was service design at scale. Why was employee experience one of the topics that rise into discussions for the first time at this scale? Is employee experience the same as wellbeing of employees?
Service design is known to be really good in problem solving: creating services, that answer the customer´s unmet need. But characteristic to this era is that all organizations struggle with large scale implementation especially in non-digital services. Number one reason why change initiative fails is employee resistance and management behavior. In service design terms, delivery phase, but more commonly known as implementation, is the phase, where the recognized reason for failing is the lack of employee adaptation. One answer to this is working with employee experience (EX), which brings service design from strategic level work to practice and explores the topic from the employee, but also from the business side as well.
Continuous change, fast pace of technology development, new tools, channels and methods has led to a situation where employees are really struggling with their workload and are feeling overwhelmed. They are drowning in the amount emails and information coming and are often stuck in ineffective meetings. More and more is added, but are the existing processes and working methods supporting the wanted need?
Slide by Carla Rocha Mohairs , Businers, to point out the the different wants that affects on the employee experience
Designing employee experience can tackle the challenges. It means organizations need to shift their focus on understanding employees´ needs and start designing concepts and solutions from this perspective. If you are now thinking free beer and candy bars, I want to high light that EX investigates it from a far wider perspective: What are your people thinking? What do they say to you? How do they feel? What do they actually do? After understanding the reality and their unmet needs, we should be thinking how can we relief our employees work? As I wrote in my previous post, integrating systems and channels and designing something the future can design further are definitively aspects to consider together with the development of culture and way of working.
Creating a common language, implementation as the key action, service design as a internal capacity and scaling the service design – these are 4 most important directions for the service design for the future after summary of 10 years at Service Design Global Conference which happened this week at Madrid.
Day one of 10th global service design networks conference kicked off today by a presentation how to scale service design in government and was ended by the afternoon´s breakout sessions concentrated in social innovation and people power. Louise Downe started by going through themes emerged inside the last 10 years in the field of service design (SD). Focus has moved from the legitimacy of service design and how to define, what service design is all about, into scaling service design. But still, even today, legitimacy of SD is still recognized as a common problem organizations face, when they start applying service design. Free tip Louise gave- don´t waste your time on this, focus on doing it.
Louise and other keynote speakers made really good points by highlighting that the fast pace of technology development has outstripped the speed of design. Design can´t keep in the pace of technology development. It´s not about designer´s ability to design services, but about the ability to scale the design as the transformation is never done. Therefore it´s critical to understand, there are no big fixes, but many little things to be combined. When you scale SD, all the little things become bigger and ultimately the end result and experience can go completely wrong. Continue reading →
The speakers of the forum told how all devices and most of the things will get chips and sensors that will be connected to internet. Then huge amounts of data will be collected in order to build different applications on the bases of the analytics on the data. The biggest question is how the data and the applications will turn into digital services that help people and the planet.
Mikko Hyppönen mentioned that marketers want to collect data about consumers but not always to build better products but instead of to try to sell more. It is though nowadays that data is the new oil.
From time to time you hear people understanding service design as something very strategic or too complicated to be applied for a development project. Purpose of this blog post is to show, applying service design can be practical and especially in healthcare sector, highly recommendable. Last week we organized an ideation workshop in a public hospital in Helsinki Finland in order to improve customer experience during the first 24 hours patients check in. Workshop covered 10 departments and over 50 participants representing hospital employees from nurses and physiotherapists to doctors.
Understand the reality and define the problem you´re solving.
Participants started by getting absorbed in the patient´s experiences collected by student observations. What did the patients feel, think, do, see and hear? Shared emotional understanding of the customer´s experience worked as a starting point for the workshop. In the next phase participants filled an emotional customer experience map, that is a process for discovering, how your customers feel as they experience the service through service touch points. With the help of the emotional customer journey, participants identified the pain points of the service. By identifying the pain points, participants were able to understand the reality and define the problem participants continued to work with.