Tag Archive | methods

The 21st Century Customer

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E6/E4, FORTH, HCD, 3 Is, Hasso-Plattner, 4D/DoubleDiamond, SDT…these are all methods that have come up during the reading for this class and in class. Whatever the method, the point is to have a process that is collaborative (between team members but also between the team and the intended consumers and also the unintended consumers), with well-placed moments of divergence and convergence, and involves some kind of hacked prototype. Only from these very roughly described actions can a team have the beginnings of a workable idea. Depending on what you are trying to accomplish and who is involved will depend on which of these many models serves you and your team(s). These processes then rely on a handbag full of various “tools” that can be accessed when needed. And you will not need all the tools all the time.

During the first days of classes we were introduced to the “Top Ten” tools in Design thinking (Tschimmel, 2012). Of those ten we used 6 in the class project: minds maps, brainwriting, visual confrontations, storyboarding, rapid prototyping, and storytelling. But we also used interviews and a mood board to get the process started in class. One of my favourite points that was reiterated over the three days and in the readings was the fact that the first ideas are the ones “in the box” and that to really access the great ideas you have to go through many processes to jumble everything up first. This allows the participants to step back and really let their imaginations work on another level.

Photo credit: Jaakko Porokuokka

Who will be the creators?

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The Power of Objectives – Gov Jam 2013

jam - workshop

I participated in the first Global Governmental Jam that was held in the fancy ICT House (pics in the end of post) in Turku on the 5th and 6th of June. The idea of the service jams was familiar to me: we were supposed to create as many prototypes of new (public) services as possible in 48 hours. The jams abroad had been started already the evening before. However, the “common theme” was to be released only on the 5th, at 9 a.m.

Theme

HC SVNT DRACONESWe had to decipher the text (left) in order to reveal the theme. It couldn’t be anything as square as an anagram, so our team depicted funnels (cones) representing a new kind of customer service process – and a symbolic drag queen (transfering customer identity).

funnels

Then we were told to create a prototype of a service around whatever we had come up with the text. So basically there was no common theme, unless the biggest common nominator “public service” counts as one.

Only later we were explained the phrase “Here be dragons” that is a medieval metaphor for dangerous or unexplored territories. IBJ

Apparently, the purpose was to make public services less frightening and more approachable. Our service was to transform the employment office into an office of opportunities, where customers wouldn’t have to feel ashamed of visiting.

The prototype, the pilot, was a one year opportunity to change one’s status from unemployed into “a status of choice”; the ultimate goal being getting rid of the term “unemployed” altogether. See Prezi here

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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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Service Design meets Futures thinking # 3

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 and Anu K. Nousiainen.

Part #3: The Process Perspective

Our two previous blog entries have been summarizing the purpose of our study and the main findings including the synergies of service design and futures thinking, thus why it is beneficial for the two disciplines utilize approach and methods from one another and learn from each other. This third post introduces Service Design Process that is enhanced by futures thinking. Additionally we illustrate how service design thinking benefits foresight process.

The big picture: Becoming a human-centric innovative trendsetter

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Involving Customers in New Service Development – Avoiding Common Pitfalls

When developing new services or products, interaction with the customers can, at best, result unique, functional innovations, beneficial to both the company and the customer. Still many companies fail either involving customers or achieving the benefits of the customer involvement. (Research suggests that more than 50% of the companies involve customers in B2C context, but their scope is limited to traditional market research techniques (customers as informants), only 6% of the companies involve customers as sole developers, the deepest level of involvement.)

The background for this blog post is the book “Involving Customers In New Service Development” edited by Bo Edvardsson et al. The Book is a collection of some breakthrough researches on customer’s involvement in various industries.

Involving Customers In New Service Development - Book Cover Picture

Roles of the Development Team – Management & Choosing the Right Customers

Successful management of different development process stages enables integrating customer involvement in company’s innovation system. Continue reading

Service Design meets Futures Thinking #2

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 and Anu K. Nousiainen.

Part #2: Synergistic Principles of Service Design and Futures Research

We start our second blog post with where we left you in the first opening part of the series:

“Service Design and Futures Research ensure sustainable business, because they provide tools and processes for innovation through effective visual and anticipatory stories by means of co-creative research methods and iterative processes that nurture the unthinkable.”

We identified lots of synergies between the two disciplines as well as many areas where the fields supplement each other. While investigating selected literature and talking with experts, we faced also very similar vocabulary when discussing about the approach, principles, processes and tools of both Service Design and Futures Research. We created a table along the way to record our findings (see below). This blog post starts to unwrap the principles of Service Design and Futures Research which both aim at better futures and better business success. Continue reading

Service Design meets Futures Thinking – IN ACTION

Before our 2nd blog post for the series of Service Design meets Futures Thinking, we have a special news for you !

The first test environment for combining Futures Thinking with Design Thinking takes place in Helsinki in two weeks ! This is an invitation to all design thinkers, futures thinkers, strategic minds and innovative leaders to take part in the day on Friday 9th November at the heart of Helsinki, Finland – The World Design Capital 2012.

LaFutura is here ! Continue reading