But did the event deliver? Not so much. In my opinion design was not really in the forefront of the forum as there were plenty of presentations about branding and marketing.
The four-hour forum was started by Andreas Roselew, who is a managing partner at Grow Partners. He shook the audience by stating that there is a hype around all the service design concepts such as co-creation, growth hacking and customer centricity.
“I think we are experiencing a silent bubble”, he stated and referenced the dotcom bubble of the late 90s and early 2000s.
According to Rosenlew, very few service designers manage to pull things together so that it actually creates cumulative value.
“There are a lot of service designers running around being evangelists”, Rosenlew said. In his opinion most of the current Service Design is generic.
“It’s based on generic insights and it results in generic solutions”, he said.
In Rosenlew’s opinion there needs to be a direction in all design and it needs to be consistent and continuous. That is the only way to create value in the long term.
In order to achieve that designers should concentrate on holistic design and take into account the whole customer journey and life cycle and also different senses such as taste, feel and smell.
Fazer decided to simplify to amplify
The most interesting case that was presented in the forum was in my opinion Fazer’s Head of Marketing Päivi Svens’s presentation on how design has become a strategic capability for the company.
Design now – a day of discussion on the future of design Harald Herlin learning centre, Otaniemi, Espoo 2.11.2017
The day packed with talks and discussions was all about defining what design is going to be in the future.
We heard an inspirational speech from Anna Valtonen (Vice President for Art and Creative Practices, Aalto Uni, FI). Valtonen raised questions about design shaping the future as well as renewing the society. In the future we need to have various viewpoints, not just follow our own individual paths as designers. We are also going to need new ways of viewing phenomena. Valtonen’s message is that designers are advocates for the unmeasurable: designers have the means to make the invisible visible and tangible. The world is changing and we (designers) need to keep up with the change.
Anna Valtonen: Why Design Now?
Kalevi “Eetu” Ekman (Design Factory Director & PDP Professor, FI) reminded us in his videotalk that design is always there: it is done either consciously or unconsciously. Ekman underlined that a trained designer can change things dramatically. As an example he named industrial companies that have a lot of engineers working for them. A skilled designer can make a huge impact on thinking in such companies.
“We needed a fresh approach, all our clients already know service design and how to use the tools”, starts anthropologist and service designer Veera Suomalainen her talk at October’s IxDA Helsinki meetup.
My first thought was what?! Every time I tell people that I study service design, I have to explain them what it means. I guess the clients of Suomalainen’s Exove are more enlightened.
As Suomalainen’s background is in anthropology, she got the idea to look at rituals and how they could be used in service design. Rituals are repetitive actions with a greater goal and bigger meaning than just the function. Examples of rituals are rites of passage such as the Finnish military service or penkkarit.
Veera Suomalainen explaining rites of passage.
When a person is performing a rite of passage they are in a liminal space, not here but not yet there. This liminality garners great fellowship with others in the same position. Liminality can be found in non-places such as airports or shopping malls as they do not have rich meanings.
Empathy, experimentalism, optimism, collaboration. These are the characteristics designers have – just to name a few. During the introduction lesson lectured by Katja Tschimmel on 8 – 9 September we took an intensive dip into the world of Design thinking. And instead of just listening and learning we also got our hands on to the desing process and acted on a basis of design thinking – learning by doing. We evoked our inner designers in teams amongst the theme ”Studying a Laurea” and our guide during the project was Tschimmel’s and Mindshake’s EVOLUTION 6² model.
What comes to the characteristics of a designer, here’s my thoughts about them and how we took an advantage of them during the study project.
Empathy – Being a very human-centered and interested in peoples lifestories, to me this is the most inspiring characteristic of a designer. What would be more invigorating than to understand the inner mind of your customer and to create a service that responses to his/her inner needs and desires? In our project we for example interviewed the potential persons from our target group and made customer journey mapping in order to understand better the fictive customer.
Experimentalism – Design thinking releases the acceptance of failures and actually is even provoking to test new ideas and creations in an early stage by prototyping. We didn’t have too much time to prepare our ideas so inevitably we were forced to accept the possibility of a total failure of our ideas. And in addition, we were encouraged to accept the fact that our idea does not work in a real life. And thus we were coached for experimentalism.
Summary: Using a co-creative process, Design Thinking helps organisations to build on unmet user needs and create value from user insights.
Before I started my Service Innovation and Design (SID) studies and went through the Design Thinking masterclass hosted by Professor Katja Tschimmel, I never realised how much published content such as books, reports and essays existed on the subject of Design Thinking (DT).
Design Thinking is a framework for how to come up with ideas – loads of them at the beginning all way until refining and develop to prototype the bests ones. Design Thinking is human-centred and aims to foster creativity and innovation – the principal sources for businesses differentiation and competitive advantages.
Through Mind Mapping we identified opportunities for innovation
Design Thinking is not new, throughout history good designers have applied a human-centric creative process to build meaningful and effective solutions. Perhaps this justifies the big interest from strategists and businesses on the topic and the big demand on articles and methods variations.
Did you know that a person’s satisfaction can be observed from the way they are standing? Behavioural scientist Pelle Guldborg Hansen tells us that you can. If a person is standing on their dominant foot and resting the other one, they are happy. If they are annoyed they tend to sway.
Hansen’s research helps companies to improve their services. His company iNudgeYou has done a lot of work with airports. The scientists have sat for hours and hours at different touchpoints collecting data of how people behave and how they might be nudged into behaving differently.
Nudging is defined as any aspect of choice that should not influence behaviour in principle, but does in practice. He gives an example from the toilets of the Amsterdam Schiphol Airport. Men tend to splash urine around when using the urinals. It might not be a big problem for individual men, but it is a big problem for the airport, because it must clean all the toilets with all the urine on the walls and floors.