Service design is creating a new mindset. After SDN Global Conference in Madrid and case studies of new services we can acknowledge that this specific approach to build organisations and their DNA and offer for customers is spreading the word. In this post I want to show most interesting cases from SDN conference to memorise this time and SDN awards winners and those honourable mentioned.
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
A story about Swiss Mountains, Children and the Need for Design Thinking in Education
I would like to tell you a story about my younger son. He just turned five years old a week ago and has an older broder who will turn seven at the end of this month. From time to time during summer time I just so sleep outside in a tent with them. Because of the summer sun, the tent sometimes heats up to more than 35 degrees Celsius. Stepping into the tent in the evening my younger son realized that it is much warmer in the upper part of the tent then in the lower part. Telling me about his recognition I proudly explained the physical law about warm air going up and cold air remaining low to my five year old. So far so good, I felt good being able to teach my son such a fundamental physical law at the age of five. Some weeks later, I went on a three day hiking tour with my sons in the Swiss mountains and we hiked up to 2`800 meters above the sea. There we found ourselves in the middle of snow and ice and my sons were glad I had some warm jackets for them in my backpack. Three months later by chance my son asked me: “Mom, why is it colder up in the mountain even we come closer to the sun by going up? And anyway, you told me that warm air is going up!” I now skip my no so well prepared answer…
And how is this story related to Design Thinking?
I am sure by now you wonder why I am telling this story and how it is related to design thinking. It`s simple, imaging my son would have packed his backpack by himself with the knowledge he had due to the tent experience and the physical law I taught him. He might have ended up on top of the mountain as an icicle in his bathers!
I am afraid to say, that according to the book of Idris Mootee “Design Thinking for strategic innovation” (2013) that’s exactly where (big) companies are heading to because of their leading managers. Idris Mootee does not say that they will be hiking in the mountain but she points out that they will get stuck and frozen and will not be able to keep up with this fast changing world, which is throwing many wicked problems into their face. “Given the speed of change today, extrapolating from the past could lead companies down a dangerous path,” says Idris Mootee (2013; 54) – because “new challenges have no history” she adds.
The Need for Design Thinking in Education
In her book, Idris Mootee states that future managers should focus on value creation more then on value capture. She explains that until now management education theories and tools focus on value-capturing efforts and reveals in an impressive way why design thinking is exactly what future managers should learn so they can lead companies into the future in a new and creative manner so they can face the wicked problems coming.
Good news! I am happy to tell you that several Design Thinking researchers have already started to think about how Design Thinking could be integrated into education:
- Research Report D-Think – Design Thinking Applied to Education and Training
(K. Tschimmel, J. Santos, D.Loyens, A. Jacinto, R. Moteiro, M. Valenca; 2015)
- Designing Education for Future Leaders
(A. Reyes & M. García; Touchpoint Vol. 9 No. 1; 2017)
So let’s do it!!
The author Mirjam Pfenninger is a SID student & Research Associate at Zurich University of Applied Sciences – Institute of Facility Mangement. She is strongly convinced that Design Thinking should be applied to teaching at ZHAW and all over the world.
One of the things I’ve always loved about Service Design is that it’s not just a profession, it’s a community. Across the globe one can find a network of self-starters promoting Service Design and Design Thinking in all of its human-centered glory. These are the people planning Global Service Jams, conferences, Service Design Network chapters and creative cooperatives. And, these plans are usually just the beginning, mere tools forged by modern-day pioneers to ignite the fire of a new way thinking and a new way of doing.
2016 ushered in a new year of opportunity for service design. Now, in this sixth month as we gear up for summer holidays is a great time to reflect on what we’ve accomplished and look forward to rest of the year to come.
In February, four SID Laurea students representing Spain, Germany, Hungary and America made waves on the Island of Ibiza, Spain by hosting its first ever Global Service Jam. Before the event, 85% of attendees had never worked directly with design thinking and nearly half of those had not even heard of it. After the event, a small but tight-knit community began to form on the island and has begun to meet regularly; a Jam sponsor and attendee is applying Design Thinking to develop a new service for her business; and a consulting team is adapting it’s working style, inspired by the collaborative and Design Thinking based Jam environment.
Since 2014 a small group of design thinkers in Tampere, Finland began meeting over lunch. There wasn’t an official group for Service Designers in the city, we thought there should be! That spark ignited and grew during a series of Service Design Meetups in January, March and May into an SDN Finland – Tampere City Team. The team will pick back up after the holiday season in Finland, sure to welcome new topics, case studies and connections.
Where have you seen our humble community grow in the first half of 2016? And, maybe more importantly, where will you help it grow?
Service Innovation and Design MBA Student
CASE OP / 9.15 am – 10.45am
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.
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.
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.
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…)
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.
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.
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.
Written by Paula Nordfors – Laurea, Helsinki, Finland