Day one of 10th global service design networks conference kicked off today by a presentation how to scale service design in government and was ended by the afternoon´s breakout sessions concentrated in social innovation and people power. Louise Downe started by going through themes emerged inside the last 10 years in the field of service design (SD). Focus has moved from the legitimacy of service design and how to define, what service design is all about, into scaling service design. But still, even today, legitimacy of SD is still recognized as a common problem organizations face, when they start applying service design. Free tip Louise gave- don´t waste your time on this, focus on doing it.
Louise and other keynote speakers made really good points by highlighting that the fast pace of technology development has outstripped the speed of design. Design can´t keep in the pace of technology development. It´s not about designer´s ability to design services, but about the ability to scale the design as the transformation is never done. Therefore it´s critical to understand, there are no big fixes, but many little things to be combined. When you scale SD, all the little things become bigger and ultimately the end result and experience can go completely wrong. Continue reading →
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.
On 3th of September a seminar organized by SDN Helsinki took place at Maxine restaurant. I had a pleasure to be part of the organizing team. The seminar was sold out so we were very pleased.
The day started with interesting topics and keynote speakers. Mikko-Pekka Hanski, co-founder at Idean, pointed out how companies are changing from service providers to customer experience makers with customers.
Tarja Meristö, futurologist and principal lecturer, told how the customer needs are changing in the future and how services are used then.
Teemu Äijälä, Service Design Director from Fjord, presented many interesting examples of living services e.g. Amazon Echo and Dash Button. Äijälä spoke about the fact that customers’ expectations do not compare with similar services. Expectations go across the industries. Customers compare e.g. a visit to doctor to a shopping experience through Amazon.
Kamil Michlewski, Brand stategy consultant, academic and author, told how design attitude is rising and why Silicon Valley, IBM or MCKinsey are suddenly all into design. Big companies are hiring more service designers and investments made to service design have grown remarkably.
Do you use pharmacy services only when you are sick or have a hangover? Traditionally pharmacy has been seen as a place taking care of sick people. Now the focus is turning also towards healthy people who want to take care of their well-being. The focus is on the well-being.
Mr. Mikko Koivisto a leading service designer from Diagonal told about the process how they managed to renew traditional business like pharmacy.
The project consisted of three parts: customer understanding, concept phase and design and implementation. During the customer understanding part many service design methods was used e.g. mystery shopping, interviews, observation, shop-along, customer journey map, personas and benchmarking.
Customers and employees of the pharmacy was involved at the ideation phase that produced new service ideas. The goal of the concept phase was to produce visualisations of the ideas and concepts discovered through research. The ideas were tested at pharmacies. The employees of the pharmacy were educated to a new service concept and they took it as their own. A manual was produced to summarize all the key elements of the new concepts and services. The manual was also a practical tool to communicate the concepts to the other apothecaries of the (YTA) Yhteistyöapteekit pharmacy chain.
At the moment Ympyrätalo pharmacy offers over hundred different kinds of services. An apothecary Tiina Vaitomaa said that the most popular service at the moment is a salt therapy. It is especially common among singers who have to take good care of their voice.
Mrs. Vaitomaa told that the key to success is to do co-operation with other companies because alone it is difficult to succeed. Mrs. Vaitomaa is an exceptional brave and innovative apothecary. She advises to innovate and test new things. One of the most important thing is to find multi-talented and committed employees. In the future consume of the services increases significantly and Ympyrätalon apteekki is already ready for that change.
Text and pictures by Laura Rinta-Jouppi SID student 2014
The Course for Human-Centered Design (provided by Ideo.org and +Acumen) is a seven-week curriculum, which introduces the concepts of human-centered design and how this approach can be used to create innovative, effective, and sustainable solutions for social change. This course has been developed to educate those, who are brand new to human-centered design. No prior experience is required. However, I would recommend this course for anyone looking to improve their human-centered design skills.
What is Human-Centered Design?
Human-Centered Design (HCD) is a creative approach to solve any kind of problem. The process starts with the people for whom the solution is designed; and ends with e.g. new product or service that is tailor-made to suit these people’s needs. HCD is all about building a deep empathy with the people’s needs and motivations, generating a lot of ideas, creating prototypes, sharing the ideas and solutions with the people; and eventually taking the new innovative solution out in the world. Please see the below video describing the concept of HCD.
On 10th of February 2015, a Finnish IT Service Provider Samlink asked external help, ideas and insights by involving multidisciplinary professionals into Designing Open Innovation Activities mini workshop. The event was organised and hosted together with the Service Design Network Finland. The purpose was to ideate what different kind of Open Innovation models, frameworks and activities Samlink could provide in future. Samlink, the company that I work myself too, also wanted to share knowledge for the community.
Visualising who we all are
About thirty participants entered the event from Aalto University, Laurea University of Applied Sciences, start-ups, bigger ICT-companies, freelancers, entrepreneurs, etc. People with diverse backgrounds attended the event: service & systems architects, developers and service designers, innovation managers, and so on.
This is my experience from the Service Design Global Conference 2014 in Stockholm 7-8th October with the topic Creating value for quality of life. Because I arrived to Stockholm already on Monday 6th October for participating to pre-events the experience for me was three full days of inspiration and learning. Those days included many interesting talks and speakers and most of them were very inspiring. Couple practical workshops where I had the opportunity to try new methods. Meeting new people and have great discussions with them. Sharing ideas and knowledge and learning from others. The best part was that I could do all that with many of my fellow students what made this experience even better for me. I was surprised how much energy you can get from the people who share the same interest: Service Design. Here are some of my takeaways from the conference.
How we can improve quality of life with the Service Design? and how we can make the difference with it? First of all it needs lots of changes in organizations. Good question was that where should Service Design belong in organization and the answer was simply: everywhere. We should start from the top when we want to start change in the organization, but at the same time we need to prove the power of Service Design for all levels. One suggestion was that we could start introducing Service Design with some small easy project which is easy to make it real fast after ideation. That would be practical way to show how it works and that it really works. Stop thinking, start doing someone said in the panel discussion and I believe that is what we need to do.
We need also good measurements to show the results of the Service Design. We heard many interesting ideas about that and I found particularly Nathan Schedroff’s talk about total value very interesting. We should remember that the customers appreciate more qualitative values when business looks more about quantitative values. In the end of the day quantitative values; price and function, is only the top of the ice-berg when we are looking the total value.
Related to changes in the organizations, very interesting topic in the conference and I think a hot topic in otherwise also at the moment is the employee engagement. Before we can make difference with the Service Design we need corporate culture which enables employees to do so. I think it is quite obvious for many that happy employees means happy customers. And eventually that means better results for the company, but how many companies really put efforts to that? We heard very inspiring talk from Mark Levy from Airbnb when he told how they are doing it at Airbnb. Especially I liked the goldfish rule which he presented that love your customers and employees like yourself, do little extras and give little bit more.
This blog post is a part of SID course The Current Topics in Service Design and it’s written by SID student Minna Myyryläinen.