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NBF16 – my takeaways

nbf16-kuva

Last year I attended Nordic Business Forum 2015 thru the live stream and it was an amazing experience. I was so stoked that had to buy a NBF16 seminar pass right away –  I wanted to experience it physically, to hear the keynote speakers live, meet people and be part of the buzz.

Now, after digesting the whole experience for 2 weeks, I’d like to share some of my learnings with you. The four things that are still on my mind are:

Do, do, do =  Only action makes inspiration come true, execution is everything

Choose to matter = Everyone of us is the change, don’t wait for it to happen

Attention on solutions = Solve a problem, don’t concentrate on egos

Values & Trust = Employees 1st, customers 2nd

The main themes at the Nordic Business Forum 2016 (NBF16) were marketing, digitalization and culture . Two days, almost 6,000 people, tens of nationalities – the event was bigger than ever. And well worth the investment in time and money. Full agenda can be found at NBF16.

On marketing and change

Marketing is a service, an emotion and about making a connection. Today mass anything is dead, even niche groups are big enough to target. Scott Galloway continues:

  1. The young and healthy have left the building (=tv). 74% would cancel Netflix if there were ads. The price of freedom – adfree world – is a couple dollars.
  2. Store is the number 1 factor influencing the purchase decision – next come search, CRM and social.
  3. Ratio, heart and genitals drive the decisions. Technology helps reduce pain when you’ve first identified the actual pain points.
  4. Car is a service, Google is a spiritual guide and FB’s for love, empathy and sharing.

His final words were that “lots of things are happening that are not good for us”. Privacy issues and tax evasion are threats if you’re not transparent.

Peter Diamantes asked which problem do you want to solve. Solve and share it – like Uber. Everybody has potential to become extraordinary problem solver with latest tools around like sensors, 3D printing, virtual & artificial reality, genetics etc. But how to the unlock passion to do this?  Unfortunately our governments are the slowest to change as they are the most linear organizations on the planet. But even they can’t regulate against change in the end. We – the people – are the change, in the past citizens have started the biggest changes. And what’s not possible today, will be possible tomorrow.

Gary Vaynerchuk started his keynote stating that we’re still grossly overspending on stuff that we’ve done before. For example by using tv ads to interrupt storytelling. Everything should be about creating value. Communication drives everything and you can only learn by doing. Only action creates results, not inspiration. Do, do, do – test, test, test – and do it again. Try out all the new stuff and think how this could help your business. Create a culture where your employees are better than the competition and figure out a firing policy as well.

This was the first time I heard the godfather of creativity, Seth Godin of the Purple Cow, live. For him marketing is all about creating experience. So are you’re creating something worth mentioning? He focused on the value of teamwork, building trust, co-creation and sharing ideas – a connection economy. Sounds familiar to a service designer.   A few phrases of his that resonated with me:

  • There no such thing as a writer’s block – just bad habits and reluctance to dance with fear.
  • It’s all about creating marketing together, being fully human. Sow ubana – I see you.
  • There are not enough bad ideas to find a few good ones.
  • Do you want to make art or be a copycat?
  • Will you to choose matter?

And of course I have to share his picture of bats having a cocktail party. Certainly made me think of these creatures in a different way.

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Vineet Nayar on culture

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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.

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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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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.

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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

Yves Béhar: Design is the driver for technology

Copyright: Leena Salo

Yves Béhar at the Global Design Forum in London 2015

I had the great forture to see Yves Béhar give a talk at the London Global Design Forum. Béhar is a design entrepreneur and the founder of FuseProject. He was named one of the Top 25 Visionaries by Time Magazine. His humanitarian work includes One Laptop Per Child and See Better to Learn Better.

Béhar believes that technology is evolving so fast, it’s changing the role and responsibility of designers. In Béhar’s opinion technology equals design.  The difference is that technology is about performance, efficiency and features while design is about the human experience.

– Technology has to move from something that has to be learned into something that fits seamlessly into our lives. Design can and will equal technology. It’s not only about making things pretty, but shifting our perception of the world, creating new experiences and shaking the limits of what’s possible. The future of technology depends on us – the designers, entrepreneurs.

Why does technology scare us?

Today design is becoming a driver of technology: what’s possible and what is responsible?  At the same time technology scared us – why?

– Maybe it’s because technology brings upon change and with changes comes a lot of uncertainty. But so does design. It brings social, economic, material and life experience change, says Béhar.

– What have I learned about technology in the last 20 years? It mergers big ideas – big ideas in the technological sense which design has made better.

Béhar believes that design accelerates the adoption of new ideas because design has a central role in implementing of these ideas and making them liveable.

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Service Design meets Futures Thinking #4

A research based series of posts discussing the statement “Futures Research supports the Service Design process in multiple ways and throughout the whole process” by Minna Koskelo (LinkedIn) and Anu K. Nousiainen (Linkedin).

Part #4: We are in the Service Innovation business!

Our three (and a half) previous blog entries have been summarizing the purpose of our study initiated in 2012 and the main findings from the study including the synergies between (Service) Design Thinking and Futures Thinking, and our illustration for Futures Research enhanced Service Design process. After some more investigation (selection of 150 books and articles) and integrating the strategic business thinking into the model with Katri Ojasalo (Linkedin), (our Head of Master’s Degree Programme in Service Innovation and Design here at Laurea University of Applied Sciences) we are proud to announce our forthcoming chapter in an international Handbook of Service Innovation (to be published by Springer in early 2014). Indeed, we have came into a realization:

What we’ve done so far is not only about Futures enhanced Service Design – instead, this is the next chapter in building unique, synergistic and dynamic capabilities for Service Innovation.

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Take a novel path to create new business opportunities and new value

 It has been clear from the beginning of our study that Design Thinking and Futures Thinking share a strong synergy in their principles and targets. Now it is crystal clear that by combining their unique approaches in innovation process results in bright and viable business opportunities (see process framework A. below). While Futures Thinking concentrates on driving forces in complex evolving systems and alternative contexts, Design Thinking embraces the viewpoint of system constraints and people oriented solutions. Not only this powerful combination gives you options for decision making in strategic and offering creation level but it tackles the two critical challenges in today’s (and tomorrow’s) business: Uncertainty and timing in creating Value Roadmaps in the interconnected and changing world. Here, Futures Thinking helps to make uncertainty easier to approach through providing alternatives for decision making and therefore improving organization’s readiness to act. Design Thinking improves the organization’s agility to seize the change with emphatic, adaptive and deep research approach and through iterative co-designing with customers to provide desirable, feasible and viable options for solutions.

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Foresight is part of Service Innovations

In today’s organization’s strategic or service development projects you hardly hear a word about foresight or futures research. If you do, you are probably dealing with professionals of the field. Typical scene in developing services or company strategies is that we tend to make our decisions based on current normative knowledge – and perhaps worse, with consensus driven mindset. We use too often “I know/I feel” -tool in critical points where instead we should useresearch material and insights about the topic in question. Organizations seem to lack knowledge on how to use foresight as part of development process. It is a powerful tool when used systematically, and when used efficiently it can give you the possibility to spot and develop new business innovations before competitors.

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Foresight vs. Service Design process

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Cut the corners first – Harness the power of futures thinking

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“Futures are about knowledge. We must be inspired about futures. Futures are also about storytelling. “ explained lecturers Minna Koskelo and Anu K. Nousiainen.

In the course Futures thinking and foresights methodologies we learned how futures thinking is linked to service design and how it can be applied in business. Through hands-on workshops lot of new things were learnt and here are some key learning points.

Decision-making boosted up with futures foresights

Futures foresight methods can help companies to make right decisions to captivate their own blue ocean strategies. When identifying preferable futures and setting trend indicators to follow, companies can improve decision-making. Futures insights offers companies more flexibility to the strategy, support their risk management and produce new business ideas.

There is not just one future, but a whole range of possibilities. Futures foresight is a process of observing current world, finding new curves of change and seeking for opportunities of tomorrow. It is not just about guessing and predicting, but it is systematic approach that combines multiple fields and methods in order to produce proposals of possible, probable and preferable futures, which organizations can use to make right decisions.

Futures research is a combination of intuition and documented information. It is a creative discipline. There are various frameworks of futures foresight process where one can choose the most suitable one and it can be applied in the innovation process together with service design methods.

Trends and signals: hints of new business opportunities

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