Facilitation is the key of service design projects. According to Schein (1990) facilitation is a process of HELPING, putting more emphasize on inquiry of the problem, and combining methods that will help facilitator be enabler, not a leader of the process with the approach of owning the problem. In the last project I became a part of (with team of 7 other facilitators) I tried to follow this rule. Continue reading
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.
In my Service Innovation and Design studies, I have heard and talked a lot about Storytelling as a tool for innovation. That is why I was excited to attend an event in London organized by General Assembly where Magnus Moar from Middlesex University was talking about Storytelling as the next generation of narrative.
At a General Assembly event we discussed different digital and design trends for 2018, which mostly centered around the major new player on the digital scene: Augmented and Virtual Reality. In the event Magnus Moar, the Head Creative of Technology at Middlesex University, gave a talk about Storytelling and how it will be used in the future, especially in Virtual Reality.
According to Moar, storytelling as a technique is a fundamental part of being human. Stories are designed to reach out and offer an emotional experience and they are the best tool for escapism. Nowadays there is also a close connections between storytelling and technology – in the form of visual immersion. We don’t have to only use words any longer. Now, Moar says, with Virtual Reality it is now possible to enter these stories. Combining Storytelling with Virtual Reality lets you live the story, as opposed to usually only you’ve been able to hear and observe.
Storytelling has been used in gaming for years, but now it is being brought into marketing and service development in new ways by offering a completely new customer experience through Virtual Reality. In the travel business for example, imagine a 360 panorama of a holiday destination you could immerse yourself in.
However, Moar points out that in order to be effective, in a virtual world it is also important to construct a story not only offer visual experiences. This is why Storytelling is the key and it is what will drive the the medium of Virtual Reality. The challenge of creating a truly immersive customer experience is getting the user to truly engage in the story.
Here is Anthony Geffen talking about Storytelling in virtual reality:
Written by: Leena Salo / SID student
After going on different types of design events, it seems quite obvious that there is one topic that seems relevant in all aspects of design: ethics.
In technology+empathy Design Talk, Nelli Lähteenmäki spoke how designers should consider the impact their service has, already before designing it. She mentioned Tristan Harris who has founded a non-profit initiative Timewellspent with a mission to reversing the digital attention crisis and realigning technology with humanity’s best interests. Rolling Stone –magazine named Tristan as one of “25 People Shaping the World” in 2017. Btw, have a look how you can take control of your own (possible) addiction here. I changed my screen into a greyscale straight away! 😀
Capture from Timewellspent
Carla Camilla Hjort from Space10 raised conversation about designers responsibility to design empowerment rather than addiction. She stated that “the secret of change is to focus your energy not to fighting the old, but on building the new.” It seems that future living lab Space10 is in someway Ikea’s way of changing their own brand image into being more sustainable, innovative and ecological but I do not see it as a bad thing, when an initiative like Space10 raises important conversation and shows an example to every other giant company like Ikea.
In the last IxDa-meeting, a community invited everyone to join a bee with an aim on building a guide that integrates children’s rights into the design process. The registration for the event is now open on: https://www.childrensdesignguide.org/. The topic is hot, especially after Facebook launched its’ messenger app for kids.
Is 2018 going to be the year of Virtual Reality? Jeremy Dalton, the Virtual Reality and Augmented Reality Lead for PWC, wants to believe, but doesn’t think the public is ready yet.
Last week I attended a series of lectures in London about Virtual Reality (VR) and Augmented Reality (VR) and how companies are using them at the moment and in the future to develop their services. The key speakers were Jeremy Dalton (Virtual Reality and Augmented Reality Lead for PQC) and Sylvain Reiter (Cyber-Duck).
How are Virtual and Augmented Reality being used?
According to Dalton and Reiter, Virtual and Augmented Reality are quickly becoming effectives way of offering unbelievable customer experiences, but also for companies to develop their services. The speakers talked about many how VR and AR are being used by companies from the auto industry to journalism and movies. Brands like IKEA, Barclays, Star Wars and Volvo are already using them in creative and experimental ways.
Virtual and Augmented Reality elements are being used in production line testing and to drive consumer sales, for example with mobile apps that let users put furniture in the own homes in the right scare or in real estate projects for visualization of not yet built houses. However in the USA Walmart is also using Virtual Reality for training purposes by giving their employees the possibility to learn in real life situations, and a UK based company used it in high court to illustrate how a traffic accident had occurred.
Virtual and Augmented reality can also be a force for social change. In the UK it is used to fight racial biases by making the user by giving them a change to experience bodyswapping or dealing with people from different countries. Virtual reality has also been called “The Great Empathy Machine“. United Nations has used it to put people in the shoes of immigrants for them to understand their experiences in a completely new way.
Taking VR and AR to the next level?
Even with all the new VR and AR experiences the public is receiving from different players in the field, the speakers reminded us that there are still many barriers for people adapting this new technology. At the moment they list four main areas for further development.
- The Cost
According to the speakers at the moment there are three different ways of users getting the VR and AR experience: home based technology, VR headset units such as Oculus Go and portable smartphone based technology. Dalton and Reiter however believe that the cost of using and developing VR and AR needs to be brought down. The technology is complex and in order to receive a high quality VR experience one must have a high quality headset, which is still expensive.
- The User experience
At the moment the speakers feel that the user experience hasn’t been optimized in terms of the technical delivery. Especially with Virtual Reality, the technology is still complicated to use, when is should be easy and intuitive. Moving in the virtual world doesn’t always work in the best possible way, and in order to get a high quality optical experience, one might need a large and heavy headset.
Since VR and AR are still new technologies, there is a limited amount of good content out there. Companies are developing more and creating new experiences, but lack of user base means lack of content which doesn’t drive commercial sales. This leads to companies not adapting this technology in the services.
Adapting to new technologies takes time. According to the speakers, even though Virtual and Augmented Reality have been around as concepts for years (you might have seen it in Star Trek when you were younger), it was 2012 when they really began to catch on. However, there are still many misconception and misunderstandings about the technologies. People might think VR is only for gamers, or that in order to enjoy AR you need expensive smartphones and other technology. This is why most of the public hasn’t really had a high quality experience with these technologies yet, and educating people about the wonders of VR and AR is the next step that needs to be taken.
So do the speakers think that the year 2018 will be the year Virtual Reality and Augmented Reality really become a huge trend? The less expensive and more easily adaptable AR is already being utilized by more and more companies, but Dalton still believes that the public might not be ready for Virtual Reality yet. Give it a few more years, he says…
How can service design be used in prisons? What about asbestos abatement? How about the gargantuan website of the Finnish Social Service Institution Kela? This is what we learned two weeks ago in a morning seminar. Watch the event in Finnish here.
Tarinoita digikiristä showcased several digitalization and service design related projects from the Finnish public sector. The event was organized by D9, a digitalization team working inside the Finnish State Treasury.
When signing up for the event myself and some fellow students joked about using service design in prisons. How could that work? As we found out, very well. Anne Sundqvist and Kauko Niemelä explained that the need for service design in Finnish prisons stems from the fact that there are a lot of prisons and a lot of space, but the prisons are old and the space is not used properly.
The new Hämeenlinna women’s prison is being planned with service design. The main aim is to reduce recidivism so that fewer inmates return to the prison after they have been released. Therefore the prison has to be designed in a manner that it helps the inmate to learn behaviours and skills that help them to keep on the straight and narrow.
This is also a huge saving for the society – within five years around 25 000 inmates get out from the prison and every year the taxpayer pays around 1,8 billion euros for their rehabilitation. If this number can be brought down with work done inside the prison, the society wins.
Many stakeholders have participated in the project. Inmates themselves have been interviewed and they have participated in workshops. The people working in prisons have also been able to give their input.
Kela wanted the customers to get a feeling of control
Every Finnish person uses the services of the Finnish Social Service Institution Kela at some point in their lives. Students get their study grants from Kela, new parents their baby boxes.
Kela has a huge website with enormous amounts of information on it. According to Päivi Bergman, the website had to be made better in order to give the customer a sense of control. Oftentimes customers used the website, but weren’t sure that they were doing things right so they called in anyway.
Because of the immense size of the website, it could not be handled all at once. Bergman told that they decided to roll out new material little bit at a time so that savings could be had while the website renewing process was still ongoing.
According to Bergman it is not important to have perfect material finished when publishing it online. It is enough to be going in the right direction. One must dare to try.
Bergman reminded us that Kela is not a service for early adopters but for everyone in the society. At the same time Kela must realize that it is not competing against government websites but against all other websites. That’s why it has to be as easy to use as any other website.
The purpose of the project was to give the customer a feeling that the website is easy to use, useful and it gives the user the sense of control. In Bergman’s view this has been achieved as after the new website has rolled out people have been contacting Kela with other means a lot less than before.
The event was clearly intended for people making decisions in the Finnish public sector and tried to encourage them to start working with their customers and use service design especially with digital services. Many of the examples we heard were the first of their kind done in that agency.
The people presenting their projects seemed genuinely excited about their projects so it seems that customer centricity and service design will be integrated more and more in Finnish public services.
The author Noora Penttinen is a journalist and a recent Service Design student who believes in creative chaos and thinks that best ideas appear at four in the morning.
Since it was founded 50 years ago, Sitra has been a futures house and they have just updated their megatrends report from a Nordic viewpoint. As Finland’s celebrating its 100 year anniversary Sitra wanted to highlight the megatrends affecting work, democracy and inclusion, and growth and progress that are relevant to the Nordic model as all of these themes are specifically at the core of the Nordic model’s future. Elina Kiiski-Kataja from Sitra presented these for the Futures Specialist Helsinki group on 4th of December. Here’s my recap of the event – thank you Minna Koskelo & Futures Specialist Helsinki for making this possible and Elina for having us and offering an insightful morning.
What’s the new normal for work?
The first inspected megatrend was about the future of work – what’s the new normal? What’s the role of technology and humans versus robots? Most people are still working in steady paid jobs at this moment but what about in 2040? Sitra states in their updated megatrend report that there are 2 possible scenarios:
- Work changes but there is plenty for all
- Only a few people have work and even fewer benefit from the results
The change forces behind this scenario are described in the above slide on the left hand side – automation, robotisation, artificial intelligence and digital platforms are changing all areas of work.
So what can we do? We need new models for life long learning to keep people from dropping off from the work force. Our old model getting educated while you’re in your twenties will not work anymore. And on income distribution – do we aim for more or less equality in our society? The basic income model is just being tested in Finland. The Institute of the Future in California is researching a universal livelihood model and sees this from the viewpoint of capital and assets, not just work income. Should there be passports to school, healthcare etc. ? If we do not find models to help in this change the price to pay is increasing unrest and upheaveals in our society.
How is democracy doing?
We are no longer members of political parties, just 3% of us belong to a party. There has been a significant change is the culture of communication and discussion – the development of tech and globalization can have a major disruptive influence on the democratic system says Sitra. Everything is connected – well-being, education, trust, economy.
Increase in participation to general discussion can provide a counter power to globalization. Power is in the hands of few people but we can all have an effect on the quality of democracy. In the light of research the people who are participating (voting and getting their voice heard) are more well off than the ones not participating. But even in the US half of the people didn’t vote in the presidential elections – is democracy getting broken? Sanna Aaltonen from the Youth Research Foundation says that social infrastructure has not been built as the focus has been on technology. She also asks where will the trust in future encounters be built. Everything is connected – well-being, education, trust, economy.
The two scenarios for democracy (see slide below) are:
- Transparency, innovativeness and inclusion will flourish in democracies
- Power concentrates in the hands of the few and exclusion and disruption will increase
A strong local democracy and global decision-making are needed for scenario 1 to happen – to build a common, not divided, future. We need people who want to save the world and combine scientists and decision-makers to find solutions to the wicked problems. As well as lovable technology that understands humans and our behavior and leaves space for humans. We need to go where people are, not just build new channels. And note the importance of communication and data as in spring 2018 the new data law will widen the gap between US and EU. In SDN conference in Madrid in 2017 it was discussed that service design is one of the enablers for building a bridge between senior citizens, refugees and tech.
What are we aiming for – economic growth or well-being?
Economic growth based on overconsumption of natural resources is not sustainable. The economy is at crossroads and the two scenarios offered on this are:
- Will we seek growth by using all the means available and risk ruining our planet and wither away OR
- Aim for well-being and manage to decouple economic growth and overuse of natural resources resulting in growing well-being even faster than economy
What makes you feel better, what increases your well-being? And can you and I change our values and get from talk to walk as the world changes?
“Renewal starts with us, people. Even though the megatrends shaping the world extend all the way to Finland, the future is still largely in our own hands – if that is what we decide,” says Mikko Kosonen, head of Sitra. Trends offer a road to development and renewal as Minna Koskelo commented.
The future of the Nordic model is dependent on our reaction to the above presented 3 megatrends.
Link to Sitra’s presentation can be found here Sitra megatrends 2017