Lessons from the Master: Forget the Titles, Facilitation is Key

After a decent amount of lobbying we had the pleasure to have the Service Design guru Marc Stickdorn as our guest speaker at the Finnish language Service Design program.

Stickdorn has just published the new book This is Service Design Doing. He talked about what he thought Service Design was and what the crucial skills for doing it were.


Marc Stickdorn

According to Stickdorn the reasoning for Service Design is simple. Experiences stick to customers, not products.

“Organisations lose money because of bad customer experience. Customers trust the stories of other customers and less what companies tell them”, he stated.

Therefore customers will pay more for better customer experience. And that’s what Service Design is for.

All this has to be explained to the managers. There is a business reason for better customer service and it has to be shown with money. One way of explaining new services are storyboards.

“Products can be made into mockups, but services are not tangible. We need to make it tangible to talk about exactly the same thing”, Stickdorn said.

Service Design, UX Design, Business Design…

In the cover of Stickdorn’s new book there is a quip to all the disciplines that have popped up but are doing essentially the same thing.


Stickdorn thinks that Service Design is going to become a common language.

“Many disciplines are not trained to take little steps. Managers are often afraid to take decisions to start. Service Designers should create a safe space to come up with ideas”, Stickdorn said.

Therefore they key skill for Service Designers is facilitation. How can I create a safe space so that people are not ashamed to come up with really shitty first drafts?

Stickdorn gave us tips about how to be a good facilitator. First we need to have a huge toolbox of small warmups. If there is a hurdle, we should be able to take a method and apply it and see how the group changes.

“What makes a difference is experience. Don’t try to copy somebody else. There are a thousand different styles to facilitate”, Stickdorn said.

According to Stickdorn Service Design is not a silver bullet that can fix everything.

“Be open to other stuff. There is no clear boundary where Service Design ends and other stuff starts. It allows us to use methods from other disciplines. There is not one tool or method coming from Service Design. Personas are from UX, journey maps are from branding, etc.”

For me Stickdorn’s talk gave a bit more clarity about what we are aiming to as Service Designers. It is important to talk a common language and teach the language to the managers and others in the company. In order to facilitate the change into Service Design way of thinking, we need good facilitation skills.

The author Noora Penttinen is a journalist and a Service Design student who believes in creative chaos and thinks that best ideas appear at four in the morning.

Facilitation for 100 people? How to cope that?


Photo by M. Jakubowska

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

Digital trends: Will 2018 be the year of Virtual reality?


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.

  1. 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.

  1. 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.

  1. Content

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.

  1. Education

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…

Written by;
Leena Salo
SID student

Next era of well-being

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:

  1. Work changes but there is plenty for all
  2. Only a few people have work and even fewer benefit from the results

Tiedosto_001 (4)

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:

  1. Transparency, innovativeness and inclusion will flourish in democracies
  2. 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.

Tiedosto_002 (1)

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:

  1. Will we seek growth by using all the means available and risk ruining our planet  and wither away OR
  2. 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

Designing Work for Future Needs. Future Needs are Here NOW!

Last week I participated the last one of the design related discussions of the series “Enter and Encounter – A series of discussions hosted by curators” jointly organised by Design Museum and the Finnish Association of Designers Ornamo. My expectations were high due to the interesting title: “Designing Work” (more here, in Finnish) and due to the fact the previous discussion was so inspiring. (You can read from it on my previous blog-post here.)
As last time, it really was worth making my way to the Design Museum after a long and exhausting day at work.

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Public servant as a designer

I have been working for the government since 2005. We have now come to a point where we are moving from working groups, spreadsheets, data from the past to understanding the complex interconnected eco-systems. In this blog, I try to make some insights how design thinking could be applied to our governance.

Burden from the past

Finland’s public administration is built to a world which is linear, clear and predictable. We have ministries and their controlled bureaus and everybody knows what is their individual mission and responsibility. It is told that it was necessary to build Finland’s public administration this way so that Russians could not come here to bring their own governance. We are quite far from the everyday life and challenges of the citizen. The traditional way of working does not resonate the real, post-industrial world.

From numeric, logical models to emotional insights and experimental models

Design thinking (DT) gives you freedom to break down the models that are constructed in our minds and in our programme development plans for five-years. It is a toolkit for any innovation process and it combines design approach and more traditional rational problem solving. In the chart below you can see the differences in main characteristics between DT and traditional working way.

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Service designers are hot, but who are we?


Diversity is a richness

Service design is now sexy. Pretty much any enterprise or organisation flirts with hot words as “service thinking” or “service design”. As a skill on one’s CV it can employ a person. However, rare people really know what the discipline is really about. I came across service design by accident while puzzling how to help generalist graduates to employ better ( and ended to be amazed by the versatility of the discipline.

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