Tag Archive | service design process

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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Engaging stakeholders in the designing of a service: a case study in the B2B service context

Author: Adeyanju Alade. Email: aladeyanju@yahoo.com

The background of this master’s degree thesis was from a Tekes funded project named “Service Innovation through Strategic Stakeholder Integration” (SISSI). SISSI is a joint project undertaken by Laurea University of Applied Sciences in cooperation with Hanken School of Economics, Finland.  In addition, there are two case companies as main partners in SISSI project.

l&tThe topic of this thesis was inspired by the definition of service design as presented by Selgelström. The definition says service design is “the use of designerly way of searching for solutions to problems in people-intensive service systems through the engagement of stakeholders” (Segelström 2010, 16). A rhetorical question of “how stakeholders can be engaged” came up on the mind of the author of this thesis. As a result, the academic journey on this thesis then began.

Stakeholder engagement can be defined as the effort or action an organisation undertakes towards understanding and involving stakeholders “and their concerns in its activities and decision making processes” (Partridge, Jackson, Wheeler & Zohar 2005, 6). A quality stakeholder engagement process has the potential to address complex problems in both private and public sector’s service design and delivery (REVIT, 2007).

The literature review of this thesis covered topics such as service, service dominant logic, service design processes and tools, value co-creation, stakeholders, and stakeholder engagements. Some relevant conclusions and speculations from the perspective of this author were also presented in the literature review. In addition, some gaps were identified in the reviewed literature (see thesis report).

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Are visual design skills important for service designers?

Figure 1: Blog post mind map.

To understand and develop service design we need to combine knowledge from different areas, as business administration, publishing, marketing, psychology, journalism, design, mathematics, ethnography, among others. Every service solution will need a better understand of context, user needs and usage.

The natural born service designer is beholder, curious, focused, communicative, organized and creative. Among other proficiencies, we need to develop the visual design skills. Designers communicate in a visual or an object language as symbols, signs, and metaphors. They are used for sketching, diagrams and technical drawings to translate abstract requirements into concrete objects.

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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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The Role of Customers and Business Support Organizations in Innovation

By Lauri Kuljus and Mari

The Handbook of Innovation and ServicesThe Handbook of Innovation and Services: A Multi-disciplinary Perspective, edited by Gallouj & Djellal, brings together 49 international specialists to discuss innovation as it relates to services. This handbook investigates the role of innovation in services from a variety of directions and provides a good source of comprehensive reference material on this field.

Out of the many topics discussed in the book we chose to look at innovation from a company point of view. First we identify the background on what is innovation in services, then discuss the impact of innovation on the start-up service companies, and conclude with the importance of involving customers in innovation process. Continue reading

Planning on developing a new digital service? Designing for the Digital Age may just be the handbook you are looking for

Thousands and thousands of new digital services are developed each day, by well-known design agencies, by new start-ups as well as by individual designers or developers in different organizations, projects and associations.  Everyone on these aims to design services that are “easy to use”, “attractive” and “appealing”. However, it is rare to have a comprehensive understanding on how to actually do that in practise. Designing for the Digital Age: How to create human-centered products and services by Kim Goodwin provides concrete guidance and instructions on those ”how to” questions, for running the design process, for designing successful services, for finding ways to deliver great user experiences and to minimise risks of driving customers crazy with complicated, confusing technology.

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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