Tag Archive | Service Design Network

Data Gives Insights, Design Gives Solutions

Service Design Network Finland

The New Buzz Word

“Data driven design” has become some what of a buzz word because data is considered to be the new oil. However, many companies struggle to figure out how to take advantage of data and so to speak “strike gold”. At the Service Design Network event: Data Driven Design, two companies K Group and Sanoma Media Finland shared how they have been able to develop successful services thanks to data.

Data Is a Compass

Interestingly both K Group and Sanoma Media Finland referred to data as a compass. Data is seen as a compass for a person who is lost. It gives a starting point where to start to look from. Data also acts as validator to see whether the adjustments made to the service have had a positive or negative effect or perhaps no effect at all. However, K Group noted that for them to say that data acts as a compass for them, it requires a lot of work.  

Collaboration Is Key

Both companies emphasized the important of collaboration. Sanoma Media Finland described well the challenge of a designer, an analyst and a developer working together (see picture below). All three have very different working styles and practices and yet all three are essential to develop the best service possible. To solve this issue, Sanoma Media Finland decided to change their way of working and started to follow Futurice’s Lean Service Creation process. It is not all smooth sailing yet, but they feel that they are on the right path.

Data Driven Services

K Group has great amount of data about their customer as they have 3,5 million loyalty members and 5 million customer encounters daily. Thanks to their rich source of data they have been able to create customer driven services such as K-Ostokset (K-Ruoka mobile app): “A service, that gives the user an overview of his/her grocery purchases and a better understanding of the impacts of the purchase decisions.” The other customers for K Group are their K store merchants. K Group has developed a service for the merchants that collects data about the merchant’s K store customers, the market and the area and puts the information in such a format that the merchants can make educated decisions on how to improve their store’s profitability and customer experience. Evidently, as shown by these two examples, data has become an essential part of service development.

K-Ruoka mobile app

Written by Lyydia Pertovaraa

Links:

https://www.kesko.fi/en/

https://www.k-ruoka.fi/artikkelit/k-kaupassa/mobiilisovellus

https://www.leanservicecreation.com/

https://sanoma.fi/en/

https://www.service-design-network.org/chapters/finland

The Four Joys of Taking Part in a Book Club

Organizer: Service Design Network Finland
Time and Place: 11.9.2019, Haaga-Helia University of Applied Sciences, Pasila Campus
Book: Palvelumuotoilun Bisneskirja, 2019, by Mikko Koivisto, Johanna Säynäjäkangas and Sofia Forsberg (only available in Finnish)

1. Join a Book Club and Actually Finish Reading a Book on Your Reading List

Case in point: Ever since I heard about the much buzzed about Palvelumuotoilun bisneskirja (The Service Design Business Book), I was eager to get my hands on it. Needless to say, I never got around it. It wasn’t until I saw the advertisement for the Service Design Network’s Book Club featuring the book, that I decided to finally read it. There is nothing like a set deadline to boost your motivation.

2. Discuss with Interesting Participants in a Relaxed Setting

It was great to exchange views about the book with other service design enthusiasts. The consensus was that the book outlines well why a business should invest in service design. Several recent business cases were featured in the book to help comprehend how service design is implemented in practice. The book also described the different stages that a company goes through when transforming to a service design-led organization. One of the participants said it well: “It is easier for a company that is born now to be inherently customer driven than for a company that has a long history to transform its well-established processes and ways to be more customer centric.” The book was also really reader friendly, thanks to the clear illustrations and jargon free writing. It is now on my recommendations list for anyone who wants to learn about service design especially from a business perspective.

3. Gain Fascinating Insights from One of the Authors

One of the book’s authors, Mikko Koivisto (pictured in the middle), took part in the book club. Koivisto shared that the cover and the title of the book were decided even before any content was written. This was because the publisher wanted to start promoting the book straight away. And even though there has been interest for an English version of the book, Koivisto said that it will have to wait for now. All the authors are quite busy at the moment and translating the book into English would require also updating the content to better serve an international audience.

4. Host the Next Book Club

Naturally the next step is to host the next book club. Yep, I got asked to host the next one and I gladly accepted the challenge. So, get your calendars out and mark yourself busy for the 2nd of December from 5pm to 7pm. The next book club will take place in the Helsinki Central Library Oodi. Details of the book will follow. Stay tuned and I will see you there!

Written by Lyydia Pertovaara

Links:

https://www.palvelumuotoilunbisneskirja.fi/

https://www.service-design-network.org/chapters/finland

Scaling service design

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.  kuva sdn

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

Unleash Your Inner Beast

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.

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Service Design Network Conference at Helsinki

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 MeristöTarja Meristö, futurologist and principal lecturer, told how the customer needs are changing in the future and how services are used then.

FJORD Teemu ÄijäläTeemu 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.

FJORD Teemu Äijälä

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.

Kamil Michlewski

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An exceptional pharmacy

2nd of June Service Design Network Drinks was organized by Diagonal and a pharmacy Ympyrätalon apteekki.

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.

SDN Drinks

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.

hyvinvointibaari

palvelut

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.

SDN Drinks2Mrs. 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: How Might We Enable More Young People to Become Social Entrepreneurs?

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.

Our team and design challenge

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