Archives

Dog fur mittens?

tulevaisuus

What does the customer of tomorrow want? I was at the launch of futurist Elina Hiltunen’s new book and petification was the morning’s first consumer trend. Elina identifies and explains 18 consumer trends that can have an impact on you, me and on different businesses through us.

The trends already exist – it’s a question of how well we identify them and can we put them to use in for example developing new services or developing existing ones? Megatrends are the big changes that are already having an impact and have been taken into account in several business fields – population growth, digitalization, longer life expectancy etc. Trends on the other hand are changes of direction in behavior or situations. And weak signals are the first signs of change, the rising phenomen  (Hiltunen, 2017, 56).

The following are the trends that I picked up from Elina.

Changes of direction

Petification – digitalization is here as well. Smart devices are entering the pet industry –  – PetPace helps you observe your pet’s health and TailTalk sensor the feelings of your pet. In USA you can purchase the lazy dogwalker’s Pooper-service – the scooper will take care of picking up the organic waste for you for a price of 15 dollars per month. And you can buy a genetically engineered aquarium fish that glows in the dark as a Xmas present.

Hello Kitty business class on the airplane is all about the trend of  taking care of your inner child and the need to stay young, relaxed and experimental. The soft throwable mike belongs in theis trend as well. The perfect me -trend  includes sharing your own views and opinions with bigger audiences – hate talk is the negative side of this and brave acts the positive one. We are many –trend manifests itself in the  courage to be yourself – being different and non-perfect makes us more interesting.

There’s no typical consumer

Something for everyone – the positive side of this trend is that even a niche segment can be interesting for a company when in global scale. Stereotypes are breaking down  – in her book Elina Hiltunen mentions an interesting example  – the physical change of the barbie for a healthier and more real look. And barbie’s friend sits in a wheelchair.

Also the aspects of getting old are changing – at my hairdresser’s I stumbled across Ari Seth Cohen’s superb book  Advanced Style. Older & wiser – all the models are over 70 with an attitude.

980x

The new and weird – what stuck with me was the KFC nail polish that tastes like chicken…Well, IKEA is already selling bikes and insurance and OP Bank is into transportation and leasings cars.

Digital and smart device consumers  – as our consuming is digitalizing and we’re leaving trails online, more and more information is at the same time gathered about us, our behavior and interests. Hello Barbie seeks answers to your questions from the cloud services and on the other hand the old fashioned printed book is coming again. The temple of mind, soul and body – as stress has increased in our lives the interest in physical and mental health is increasing as well. We might even pick or change a job based on it increasing our wellbeing even if the monetary value is less.

Easy, cheap, right now – there is a counter trend to this in the form of conscientious consuming. The power of many, the do good consumer and We’re all heroes – all these trends have ethics in their core, the customer of tomorrow wants to support her values with her wallet. We all have the power to make an impact – even one person can trigger a change in today’s world.

Do you want to be a trend hunter?

I’m interested in anything new – in my projects I map the past, present and future to gain deeper understanding of the needs and wants of people to help create new business models with my customers. Trends are a great way of anchoring a vision and help to inspire internal change.

Good tools are a big help on the road. Elina gives a good tip in the beginning of the book: open a project page on Facebook and use it to post different material on and around the topic you’re interested in. This helps you become a trend hunter as well.

Embrace the mess!

Design Thinking – the challenge in daring to embrace the mess of non linear thinking.mindmap.jpg

I am quite new to the field of service design and the tools used in Design Thinking are not yet that familiar to me. Hence I didn’t really know what to expect from the first contact session at SID. I thought it was great that we were assigned to go through the process & use the tools of design thinking straight away.

Continue reading

Unleash Your Inner Beast

Be empathetic, gather courage and nurture creativity to make Breakthroughs.

I would like to Thank our energetic lecturer Katja Tschimmel for sharing her knowledge and experiences on Design Thinking. Thank to Virpi Kaartti for providing great support during the Study and Thank to all my fellow students for such an amazing ongoing experience. 

This blog is covering two parts. 1) My perspective and highlight on Design Thinking and Innovation 2) Learning during Laurea contact sessions.

 

My perspective and highlight on Design Thinking and Innovation

 

I have gained a little insight about the potential of Design Thinking and how design thinking approach can lead to create innovations to improve existing conditions and make impact.

I can already feel that Design Thinking is slowly transforming my approach towards solving problems and my realization that empathy is so much central towards design thinking.

Design Thinking is powerful, a great methodology which provides framework for understanding empathy, nurturing creativity and using early prototyping towards breakthrough innovations.

Also, keeping an open mindset to grow and learn at the same time paves the way to unleash our true unknown potential, including creativity hidden among all of us.

Here, I would like to emphasize and highlight on key aspects of Design Thinking.

Continue reading

Design Thinking big bang!

“Here was a curious thing. My friend’s instinct told him the North End was a good place, and his social statistics confirmed it. But everything he had learned as a physical planner about what is good for people and good for cities neighbourhoods, everything that made him an expert, told him the North End had to be a bad place.” Jane Jacobs, The Death and Life of Great American Cities.

Change by Design [1]

In the very first masterclasses about Design Thinking running by Katja Tschimmel and Marina Valenca we, toddlers in the field and students in Service Innovation and Design Programme, went into renaissance era of the design which now is perceived and used as a perfectly crafted methodology by a wider audience including business itself. Big Bang of Design Thinking which – as we were assured – Comes of Age! [2] As lectures went fast with a short history of design and presented different approaches to the design process to smoothly show us their own – well equipped with a whole range of precisely picked tools [3]; like many others, I was waiting for practical part of the meeting. For doing stuff not learning about it, to experience it, to feel it in my heart and to answer fundamental questions: what is, what if, what wows and what works [4]. After all, I took home some thoughts which I present below.

Omnipresent visualisation

If you were asked to describe DT you probably would start drawing something, using Post-its notes, prototyping anything but not words themselves. Visualisation played a priority during our jam session. There is no way to disagree with Liedtka & Ogilvie that “Visualisation make ideas tangible and concrete. […] make them human and real.” [4] It also allows us to avoid misunderstanding and misinterpretation. After that few hours together it is hard to polemise with Katja while saying that “designers analyse and understand problems of the artificial world.” in the meaning that every tangible aspect of the performance was before the creation of intangible thoughts, ideas, notions, and intuition. From this perspective visualisation lets us grab our unrevealed ideas, bring them to the surface and make them enough concrete to evaluate. It also put individual and collective intuition before learning and maybe this is what I the most love about it.

A stream of consciousness. 

If I were asked to show the greatest values of Design Thinking process, I would say that its collaborative, multidisciplinary and co – creative aspects are the most precious one. I enjoyed brain-writing part of our session vastly. But, we always put a human in the heart of all “doing”. In Virginia Woolf’s book the different aspects of Ms. Dalloway; her needs, feelings, context, and experiences are constantly subjected to individual and collective influence and turn from intentions into reality. In DT process it all above makes possible to arise great and innovative idea anchored in the essence of an end user of the service or offering.

Secret Ingredient

Nevertheless to make it happen, I learned that we need to listen to others with engagement on every possible step. In my opinion, like visualisation is the tool of understanding and expressing all ideas and thoughts as listening is the value without which no meaningful idea can authentically bloom. I like how about listening speaks Otto Scharmer and I leave you with his short video to contemplate where innovation and tipping point in any sector starts. Enjoy!

Marta Kuroszczyk

Sources:
1. “Change by design: How Design Thinking Transforms Organizations and Inspires Innovation.” Tim Brown

2. “Design Thinking Comes to Age”, Jan Kolko Harvard Bussiness Review, https://hbr.org/2015/09/design-thinking-comes-of-age

3. “Design Thinking as an effective Toolkit for Innovation.”, Katja Tschimmel http://www.academia.edu/1906407/Design_Thinking_as_an_effective_Toolkit_for_Innovation

4. “Designing for Growth: A Design Thinking Tool Kit for Managers.”, Liedtka & Ogilvie

Getting in the mood for Design Thinking

As far as Design Thinking goes, I must confess to being quite the “newbie”. Having only recently been enlightened to the magical world of service design, innovation and co-creation, I was excited to learn of the many different models that the design thinking world has to offer.

Katja Tschimmel describes the similarities and differences of the models in both her article “Design Thinking as an effective Toolkit for Innovation” as well as in the research report D-think. These include IDEO’s 3 I model (Inspiration, Ideation, Implementation), IDEO’s HCD model (human-centred design, Hearing, Creating, Delivering), the models of the d.school (Hasso-Plattner Institute and Stanford University), the Double-Diamond model of the British Council, and the DT toolkit for Educators. Mindshake’s E6 model was also introduced, and I got the opportunity to try it out myself during the course.file-25-09-16-17-59-47-1

During the class sessions, I got a glimpse of how the design thinking process could be applied to solve student-related issues. There was no lack of empathy during this task, as we all dived into tackling issues concerning thesis stress, time-management issues and networking needs.  We grouped ourselves into small multidisciplinary teams, and our team went through a the Design Thinking process to come up with our final conclusion; a service called “Matchup”. It was a service to tackle the issue of networking within our SID group.  The idea actually won!

Continue reading

Design Thinking : Creating New Value by Humanization

Business today is about emotions, wants and wishes. The traditional role of business management has been to ensure the efficiency of use of resources. The world has changed, and customers don’t settle to the cheapest and most practical products and services anymore. As we already have almost everything we actually need, we are now increasingly seeking to fulfil our wishes and wants. That’s just human.

The human essence of Design Thinking

To meet these new demands, we need tools that are human-centric, cultural and social, and which keep innovation at the cord. One way to answer these needs is by applying Design Thinking.

The essence of Design Thinking is human to human. It’s a holistic process that unpacks the whole process to human touch points and takes in consideration not only the service process but also the feelings that affect to our decisions through the whole process. Experiences are not just functional, but also social, cultural and personal. They are important in value creation, because experiences are meaningful to people.

Design thinking helps to understand customer needs and create new value

Design Thinking is a way to apply tools traditionally used by designers to a problem-solving-contexts in business, services and processes. A collaborative way of working helps designers to gain mutual and holistic understanding of the problem. In the process of idea creation, 1+1 equals more than 2. Since visual perception is dominant for us, visualisation and prototypes are crucial in communication of ideas and opportunities. Applying of Design Thinking tools and methods can help business managers to identify, visualise, and solve problems in systematic and creative way.

Design Thinking considers human needs, emotions and feelings just as important as functionality and rationality. It requires from a designer capability to consider human needs, available recourses and constrains, and opportunities at the same time. Designer has to be analytical and emphatic, rational and emotional, methodological and intuitive, oriented by plans and constraints, but spontaneous, and all at the same time (Pombo & Tschimmel 2005).

Herbert Simon’s ideas of design-centric mode of thinking are foundational to the practice. He considered design as “the transformation of existing conditions into preferred ones”, and described design-centric thinking as a process of “building up” ideas, in comparison to critical thinking and analytic process of “breaking down” ideas.

fullsizerender-1Design Thinking methods can help us appreciate and understand connections between people, places, objects, events and ideas. It drives innovation that is based on future opportunities rather than past events. It focuses on human behaviour, relationships, interactions and emotions. By combining business methods with Design Thinking, organisations can establish more sensitive and comprehensive knowledge, and better understand operational environment. Design Thinking methods like ethnographic research, customer journey mapping, storytelling and rapid prototypes are tools to create understanding through empathy and collaboration. They help to identify the needs and goals and emotions of customers. And because emotions greatly affect in our decision-making, it is possible to make services and products more desirable by adding emotional elements.

Although some amount of efficiency and standardisation will always have a place in business processes, it’s the human touch points which give the greater meaning to products, services and brands. And that is where the new value is being created.

fullsizerender

Creating deeper understanding about the prosess with service prototype.

* This post has been inspired by the book Design Thinking for Strategic Innovation: What They Can’t Teach You at Business or Design School by Idris Mootee, and Katja Tschimmels article Design Thinking as an effective Toolkit for Innovation.

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…)

kuva2

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.

Näyttökuva 2016-02-05 kohteessa 8.04.39

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.

Näyttökuva 2016-02-05 kohteessa 8.02.22

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.

Näyttökuva 2016-02-05 kohteessa 8.21.45

Kiinteistömaailma # Twitter

 

Written by Paula Nordfors – Laurea, Helsinki, Finland