Event: Kuinka osallistat asiakkaat digipalveluidesi kehittämiseen? (How to engage your customers in developing your digital services?)
Time: 10.12.2018, 8.30 – 11.30
Place: Helsinki Region Chamber of Commerce
Helsinki Region Chamber of Commerce has organized a series of events related to digitalisation, out of which this was the 6th one. I haven’t participated the previous events but will definitely keep my eyes open for the next ones now that I got to enjoy this free event where we were served with inspiring presentations as well as both breakfast and brunch. Perfect!
The event was opened by Maarit Heikkilä from Digital Discovery. She gave us insights about why service design has become so popular lately and shared her experiences in the industry.
According to Maarit, we live in a time where the customer has finally been brought in the centre of all processes. This has happened mainly due to three reasons:
- Unlimited supply of products and services from all over the world
- Recommendations and transparency through social media
- Customer experience as a relevant competitive factor
Maarit also went through the service design process and the importance of its steps. Some key points from her were that if we don’t define the problem, we won’t get proper solutions, and that we should bravely put even the wildest ideas to test with customers as soon as possible in order to receive feedback and fix things based on that.
Service design at Kesko
The first keynote presentation was held by Kesko’s Lead Service Designer, Harri M. Nieminen. Even though the event focused on digital services, Harri wanted to point out that digitality is not a value in itself but rather a means of doing things. We should take advantage of the digital possibilities but not let digitality restrict us. It is also important to align the experiences in digital and physical channels as the customer won’t separate those two but will choose the channel that serves their current needs in the best possible way.
A project often starts with a request for an application. However, according to Harri, you should first create brilliant content and only then decide a suitable channel for it. A reponsive webpage can actually be a lot better option than an app – you don’t need to download anything or make room for another app in your already full phone. Especially when some content is needed only for a certain time period, you can do like Slush did and go for a webpage instead of an application.
The key factor in service design is a customer-centric way of thinking. The world is full of tools and methods but it doesn’t make sense to utilize them unless you sincerely want to make things better for the customer. If you are able to put yourself in the shoes of the customer you’ll also design the services more objectively. Often it also requires reading between the lines: if the customer requests a fix for a symptom X, it might actually be better to solve Y that is causing the symptom. Harri also presented us with the holy trinity of creating successful services: business for viability, technology for feasibility and design for desirability. If one of these viewpoints is missing, it will be difficult to succeed.
Like Maarit, also Harri brought up that solving problems is hard (and often takes a lot of money and resources), so you’d better be sure that you’re solving the right problem. It is important to empathize before defining anything, and you shouldn’t be scared of half-baked assignments – the assignment can and maybe even should change during the process. It is sometimes hard to prove the value of discovery to a non-designer, and it can be more difficult to get a 50k budget for investigating if something is worth investing into than the actual investment of 500k or more.
According to Harri, trying things out even just out of curiousity is always worth it. You will always learn something during the process.
Transformation at Yle
Mirette Kangas from Yle talked about their transformation towards a customer-centric, agile culture. Three key insights from her presentation were as follows:
- It is not enough to learn methods, tools and customs but you need to change yourself
- It is not enough for a leader to enable change but they need to promote it and lead from the front
- Culture of experimentation is not about senseless experiments but systematic doing
All in all the event was inspiring, and especially Harri’s presentation was a good overview of current trends and considerations in service design. I was also happy to notice that there wasn’t really anything totally new to me but I could feel myself as an equal expert in the audience, listening to a colleague.
More information and ideas:
Kesko’s customer community Kylä: https://k-kyla.fi/
Yle Lean Culture Toolkit: https://drive.google.com/file/d/1NkGRe-YACIcxextpkZLD-HTydZ1ifPyY/view