Archive by Author | paula nordfors

My Service Design day 19.5.2016

CASE OP / 9.15 am – 10.45amNäyttökuva 2016-05-21 kohteessa 12.12.05

Thursday 19th of May I participated OP Bank´s service design 90 minutes seminar at Radisson Blu Hotel in Kamppi. Harri Nieminen introduced us the world of OP and their new strategy behind OP´s customer service. OP has almost 180 banks all over the Finland. They also offer services for their customers from insurance and health care section. One of the most important competitive actors in customer service 2016  is customer experience. For this reason you must know your customers very well. Today´s challenge is not only customer´s service experiences but also technology. Digital world offers and creates new competition worldwide. People are asking service in different ways than before.

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Channel experience © harrimatias #OPmuotoilu

 

To get there what people are waiting for, OP works together with several designers and listens carefully their own customers. Empathy is cornerstone. At OP their want to create services that are meaningful and loveable, they want to solve existing problems together with their customers. For this as a method OP use OP Design Sprint. Design Sprint is 3 days hands on working together with customers: day1 is learning, day 2 is creating, and day 3 is testing.

Harri Nieminen says: ”If we don’t understand and validate needs of our customers, we concentrate easily for wrong details” “Designer is a trustee of client”.

For me message of this seminar was clear and loud – OP Service design is making things visible and understandable, doing in practise in OP world.

CASE DesignersDay2016 / 2pm-6pm

At the same day I participated for DesignersDay 2016 at Apollo Club, Helsinki, organized by Kesko. Idea behind this day was networking with different type of designers. This evening I was privileged to listen lectures from Dutch designer Gunther Bauer and Finnish Service Design expert Juha Tuulaniemi.

Mr Bauer talked about his own company “Pimp my shop”.

His motto “Learn by doing” has brought him in to retail designing. Through Amsterdam based company Finishing Dutch retail design he has worked together for example big cosmetic and beauty shop Etos in NL. In his example during the lecture I found it fascinating how he added music in his slides while telling us about his project; music to attract our senses! Just like you should do when designing services to people; To get their attention you have to catch the people. Mr Bauer used music to catch up our attention! “You must attract! You have to communicate! You have to be there! Customer wants value and you must answer their needs!” – this was bottom line from Gunther Bauer underlined with Ikea commercial.

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Hackathon / Day 3

Service Design Hackathon -Day 3. (30.1.2016)

It is Saturday morning and everyone in our group seems to be in need of strong coffee. Last night we ended up asking “why”, today we will give an answer; who do we want our customer to become. In today´s agenda we have one more interview and by the end of the day we will give a presentation, we will pitch the business plan of our team.

customer

Our last guest arrives for interview. He is 23 y.o student, lives by himself in the city centre of Helsinki. His life style is busy urban life. His dream is one day to own flat in city area. Our questions for him want to measure how keen he is to use services for housing and living by using Internet. We are also interested in how he sees himself in the future – does he like to use more time for his free time rather than spending time for domestic work. Our goal is still to make  “tripadvisor of services”; to make ordering of services easier than it is now. (…Our quest didn’t see extra services too important as he could do most of the daily stuff by himself. Maybe it was too early for him to think of daily life with busy family with children etc…)

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Näyttökuva 2016-02-05 kohteessa 8.03.14

Extra tab for “living”

After interviewing the student our picture of our customer segmentation became very clear! We are focusing for parents, 40+, digital native people who can afford to spend some extra money for daily luxuries such as for cleaner or nanny, or who are in charge of their own aging parents for example.

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Potential market

Our group´s working stations for plan presentation divided naturally; visual person search pictures for power point, technical person played with power point itself, business person did the calculations of research and person who was called human, was the all over leader of our presentation and team work.

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Vision!

After working few hours we started pitching. Was amazing to hear fellow Hackathor´s presentations. So many interesting service models with great future thinking. Wasn’t easy to select the most interesting one to be best. Actual pitching last 10 minutes and we were proud of our own work. Did audience love it, this we will see on 21st of April, when Kiinteistömaailma announces their chosen project.

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Kiinteistömaailma # Twitter

 

Written by Paula Nordfors – Laurea, Helsinki, Finland

Hackathon / Day 2

Service Design Hackathon, Day 2. (29.1.2016)

Friday night after work at 6.pm, raining outside, it is no more real winter outside. I must turn my head in to creative gear. These were the first thoughts on that night before the game of Kiinteistömaailma Hackathon started again. Homework was completed, which was to think:

“Home service ”tripadvisor”– because of you and your home”

We also had to think of someone potential customer for our group and invite he/she for interview to Futurice for that night. Our guests were pensioners, living in Helsinki and Sipoo.

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After cup of coffee and interview our team was ready to start full on working again. This evening´s programme was to search for business goals and limitations of our business idea. Segmentation of our customers and most of all “Love the problem, not the solution!”  The point of the interviewing was to find customer´s needs, thinks and feels. Also to think what suprises us the most!

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“Love the Problem, not the Solution” -Futurice

 

Our service idea started to get it´s shape. We noticed very important thing, future is missing totally on Kiinteistömaailma´s webpage. You may buy, rent or sell your house/ flat via Kiinteistömaailma, but the main thing “living” in the house is not important right now for Kiinteistömaailma, at least this became our feeling.

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Our topic “Service of living in the future – 2020?” wants to bring daily living in to Kiinteistömaailma´s strategy. We want to make new tab called “Living” on kiinteistömaailma´s webpage. When you click “Living”, opens up for customer Tripadvisor looking page, where customer may search quick and easy any kind of daily services (such as cleaner, nanny, plumber etc). At the same time it is all visible how good or bad this service is by the experience of other users. As today you must search separately and maybe for hours good and reliable services to make your daily life easier. By the time you had find what you were looking for, you are already tired to continue to contact such a service provider, which leads you of course not to use ..cleaner for example, because it feels too complicated after all.

Näyttökuva 2016-01-31 kohteessa 10.35.55

29.1.2016 towards our customers

Our customer focus was at the beginning people age 60+. Very soon we noticed through the interviewing that this generation isn’t very familiar with fast developing Internet. Older generation feels customer service face-to-face much more comfortable and so on we decided to change our customer segmentation. Via brainstorming and asking question “WHY? WHY? WHY?”… we ended up the day 2 of Hackathon.

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To be continued Day 3. (30.1.2016)

Written by Paula Nordfors – Laurea, Helsinki, Finland

Hackathon Kickstart / Day 1

On 21st of January Futurice and Kiinteistömaailma organized Service Design Hackathon in Helsinki. I get to participate first time in my life for such a happening. It is all very exciting, as I never heard of “Hackathon” before! Young creative and business minded people have arrived to Annakatu 32, to building called “Kamppi´s top end”. On the very last ( 8th) floor situates Futurice´s colourful office, full of creative atmosphere. It has been one of the coldest winter day in Helsinki,almost -20 degrees, so first of all I must get rid of my winter clothes before I enter for this new challenge. Few young programmer-looking guys are preparing some cappuccinos in the kitchen area, people are chatting with each other; everyone seems to be ready to hit the Hackathon!

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Erkki Heikkinen, Kiinteistömaailma

Programme started with CEO of Kiinteistömaailma, Erkki Heikkinen´s speech. He told us about Kiinteistömaailma´s strategy and history. We got to talk about today´s megatrends of housing and goals, which Kiinteistömaailma wants to reach. Hackathon is here to help them to innovate and create new services with service design methods. It is here to create something inventive and urban. Maybe it ends up even for “Tinder of Living”, who knows! We all know that way of housing and living is going through some major turning points these days. Aging, immigration, urbanization and community housing are not only trends of 21st century but also facts we need to take in to consideration.

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Risto Sarvas, Lean Service Creation procedure

Risto Sarvas, Creative Director from Futurice introduce us to so-called Service Creation checklist. What should you check before you start building up a service? First of all, “you can´t plan the future, you need to build it!” was Risto´s starting point. “And as you can´t know what you build, you need to experiment, fail & learn”. “Always find a problem worth of solving as value is in the iteration” adds Risto. “Love the problem, not solution as solutions you can always change!”. Was fascinating to realize that this is exactly what I have been studying the whole last semester in Laurea. So this is it- Service Design in real life!

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What is your mood today?

Hackathon is working together. We audience were sorted in to groups by choosing different colour post-it. I choose orange: colour for visual mood. As an artist background it seems to be easiest choice for me always. Each group should have at least one post-it colour mood: business, technology, visual and human. Once we were into groups we had to choose a topic of Kiinteistömaailma´s one strategy options. Our group choose “Service of living in the future – 2020?”.

 

Näyttökuva 2016-01-23 kohteessa 12.59.01

We talked about lot of today’s technology contra people´s wishes of presence. Technology is taking place of daily life. It has it´s good sides but also bad ones. So we started to look our topic from “how people will like to live in the future” point of view. We figured out several good ideas, which I of course won’t tell you yet 🙂 ! Hackthon has started in our group; we hanged our idea boards on the wall – grabbed post-its and pens. Creative ideas started to fly around our table.

To be continued Day 2. (29.-30.1.2016)

Written by Paula Nordfors – Laurea, Helsinki, Finland

Because who is perfect?

On 4th of November I participated in a lecture at Helsinki University of Business (Studia Generale by Simo Vehmas). This lecture was about the human rights of people with disabilities . This interesting topic carried me and my thoughts towards an ideal world, where everyone could live their life unlimited by their special needs.

As a design thinker I started creating my idea of better world for the handicapped. The world has been mainly designed for people without any limitations. It is just a fact that still today most of the disabled population face lots of discrimination and difficulties on a daily bases.

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My Minds Boggling with Design Thinking!

Last spring I received a letter from Laurea University of Applied Sciences, I was accepted to study Master degree of Hospitality Management, service design. I was thrilled! I have been looking for such an education where I can exploit my past as an Artist and professional of Horeca. First semester started with Design thinking, lead by Katja Tschimmel and Mariana Valenca from Portugal. What a great topic to start  this creative study of services. I had not heard of Design Thinking before. I was very excited and looking forward to hearing more.

What is Design Thinking?

Tschimmel introduced Design Thinking to us via a model called E6.
This process model has six “E”s – each process space starts with letter E.

Emergence
Empathy
Experimentation
Elaboration
Exposition
Extension

This model can be used under several contexts such as trainings, courses and coaching.

e6

“E.6, because in Portuguese and in English, the division into 6 process spaces, which we consider the most appropriate ones, start with an ‘E’: Emergencia (Emergence), Empatia (Empathy), Experimentação (Experimentation), Elaboração (Elaboration), Exposição (Exposition) and Extensão (Extension). Since there are moments of Exploration (divergence) and Entering (convergence) in every phase of the model, we call the model E.6 elevated 2.” – Katja Tschimmel The graphic solution of this version of the model was developed by the Design Atelier Nunes e Pã.

Design Thinking is observation and research. Companies may benefit from designers of their way of thinking and working. Design Thinking offers new tools to develop organizations and their services. It is a very effective toolkit for any kind of innovation process. As a great example of this innovative thinking and creative confidence gives David Kelley on his speech of “How to build your creative confidence”. He shows in his lecture example of children´s hospital´s scanner and how they re-design such a fearful experience as being scanned to an exciting adventure. Designer creates a story of a pirate ship when going to be scanned. Scanning becomes exiting adventure! This is an excellent example on how to bring creativity to life by using people involved in the service. In this particular case children wanted to come back again tomorrow – for a new trip!

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