Tag Archive | Service Design Network

Transformation Through Service Design – Service Design Global Conference 2013

“Is service design more in love with the process than the outcome? Do we want to be defined by processes, or outcomes and impact?” Lee Sankley provoked the audience in the Wales Millenium Center last Tuesday.

Unlike the singers and dancers that usually take the impressive stage, Lee Sankley is group design director at finance company Barclays. He spoke to an audience of over 400 people who had gathered in Cardiff from November 18 to 20 to discuss the future of service design at the 6th Service Design Global Conference. For three days the Welsh capital was humming with a mix of over 50 talks and workshops, discussions, networking and drinking.

Opening of the Service Design Global Conference 2013

Opening of SDNC13 (Photo by sprmario)

Big data and little data

Data was a principal theme of the conference. Not few were surprised when Kerry Bodine of Forrester Research pointed out how much data every one of us produces daily. More than creating original content data is also produced by sharing details with providers, receiving information from organizations and recorded data such as search queries or credit scores. As more and more information gets digitalized and sensors capture different aspects of life, we face big data which is more than humans can process. Only a small fraction of this data is used. An excellent showcase for use of big data to drive actionable insights came from Maria José Jorda Garcia of BBVA. Commerce 360 lets shop owners compare their store performance to others in the same area or sector based on financial transactions. From these insights a number of new business ideas can be derived.

However, according to Kerry Bodine a majority of organizations find it difficult to handle unstructured data in large volumes. Furthermore, she emphasized the importance of qualitative data for an understanding of the underlying reasons. In some cases little data is even more valuable for less cost and often it goes hand-in-hand with big data. Quantitative data can serve to validate findings of qualitative research while attaching numbers and currency to deliverables can help to make the business case for service design. Erik Roscam Abbing of Zilver Innovation showed an example of a customer journey map that uses quantitative data to allocate where the biggest pain is.

On the second day, Marion Fröhlich and Mauro Rego shared a method for creating actionable data dashboards in an interactive workshop. Because the visible part of the service is a result of many steps in the background, they stressed the importance of streamlining the back office. SAP’s innovative database system HANA supports decision making by putting relevant data at your fingertips in real time. SAP Design and Co-Innovation Center has developed a process that starts by analyzing roles and activities to determine which insights are most critical in key moments. After identifying the most relevant KPIs and triggers for action we got our hands on paper prototyping a sample dashboard.

Kerry Bodine warns that we are data illiterate and risk to draw the wrong conclusions from big data. She emphasizes the growing need to become fluent in big data and educate how data informs design.

In-house and external

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A Sneak Peek into Palmu Inc. Society

The Palmu Society Service Design Seminar was held on the 13th of November at the Korjaamo Culture Factory in Helsinki. The event was a closed seminar for Palmu Inc.’s clients and their clients. Event organiser Palmu Inc. is a Finnish service design based organisation. Here’s how they define themselves: Palmu Inc. is the fastest growing service design agency in Europe. Palmu specializes in spurring service business growth through service design. We identify the sources of customer value and apply this insight to designing new service concepts, digital channels, and real-world encounters. 

Service Design Network Finland founded

Laurea University of Applied Sciences took the initiative in establishing the Finnish Chapter for Service Design Network on Oct. 23, 2012. Laurea strengthens thus its forerunner position in developing the Finnish service business.

The objectives of the SDN Finland are to:

  • spread knowledge about service design , its benefits and opportunities in Finland
  • support the creation of great customer experiences and development of new service concepts
  • bring together people interested in developing the Finnish service business and provide professional support Continue reading

Experiences from organizing the first German SDN Service Design Conference

by Melanie Wendland, Master Programme SID 2011
Conference Context
As Group Design Lead of Fjord’s Service Design Academy, I was involved in organizing the first German version of the Service Design Network conference. Together with Thomas Schönweitz, the leader of the German chapter, Nancy Birkhölzer, Group Director of the Service Design Academy, was co-chairing the event.My main responsibilities for the organization of the conference was contributing to the topic definition, paper review and acceptance process, communication with the invited speakers, sponsorship communication as well as contributing to the conference program with ideas and suggestions.The topic that was created together with Thomas Schönweitz and Birgit Mager was
Creating Value(s): Transforming Business, Society and Individual Behavior through Service Design.
The Idea behind this topic was to find cases and highlight practices that showcase how service design has not only created new and innovative service concepts but look at the underlying transformations that it has had on society at large but also on the individual and the service business itself. Continue reading

Chapter benchmarking

A trip to the German SDN Chapter conference in Cologne showed that a national chapter is a great forum to share and gain service design knowledge close to home. It also brings local service design people together to share service experiences and ideas  from business, academy and the design world.  I had a special interest in visiting the conference as Laurea is planning to start the Finnish SDN Chapter this Fall.

The two and a half days offered a robust and fun package of service design knowledge in the form of presentations, workshops and casual networking.  All activities were worthwhile but if I have to pick some highlights, they would need to be Fjord’s presentation on the transformative services  – not only as one of the speakers, Melanie, is a student in our Service Innovation & Design master program but also because of its practical and appealing content – and Birgit Mager’s opening speech. Continue reading