From time to time you hear people understanding service design as something very strategic or too complicated to be applied for a development project. Purpose of this blog post is to show, applying service design can be practical and especially in healthcare sector, highly recommendable. Last week we organized an ideation workshop in a public hospital in Helsinki Finland in order to improve customer experience during the first 24 hours patients check in. Workshop covered 10 departments and over 50 participants representing hospital employees from nurses and physiotherapists to doctors.
Understand the reality and define the problem you´re solving.
Participants started by getting absorbed in the patient´s experiences collected by student observations. What did the patients feel, think, do, see and hear? Shared emotional understanding of the customer´s experience worked as a starting point for the workshop. In the next phase participants filled an emotional customer experience map, that is a process for discovering, how your customers feel as they experience the service through service touch points. With the help of the emotional customer journey, participants identified the pain points of the service. By identifying the pain points, participants were able to understand the reality and define the problem participants continued to work with.
From ideation to potential solutions
What does the customer of tomorrow want? I was at the launch of futurist Elina Hiltunen’s new book and petification was the morning’s first consumer trend. Elina identifies and explains 18 consumer trends that can have an impact on you, me and on different businesses through us.
The trends already exist – it’s a question of how well we identify them and can we put them to use in for example developing new services or developing existing ones? Megatrends are the big changes that are already having an impact and have been taken into account in several business fields – population growth, digitalization, longer life expectancy etc. Trends on the other hand are changes of direction in behavior or situations. And weak signals are the first signs of change, the rising phenomen (Hiltunen, 2017, 56).
The following are the trends that I picked up from Elina.
Changes of direction
Petification – digitalization is here as well. Smart devices are entering the pet industry – – PetPace helps you observe your pet’s health and TailTalk sensor the feelings of your pet. In USA you can purchase the lazy dogwalker’s Pooper-service – the scooper will take care of picking up the organic waste for you for a price of 15 dollars per month. And you can buy a genetically engineered aquarium fish that glows in the dark as a Xmas present.
Hello Kitty business class on the airplane is all about the trend of taking care of your inner child and the need to stay young, relaxed and experimental. The soft throwable mike belongs in theis trend as well. The perfect me -trend includes sharing your own views and opinions with bigger audiences – hate talk is the negative side of this and brave acts the positive one. We are many –trend manifests itself in the courage to be yourself – being different and non-perfect makes us more interesting.
There’s no typical consumer
Something for everyone – the positive side of this trend is that even a niche segment can be interesting for a company when in global scale. Stereotypes are breaking down – in her book Elina Hiltunen mentions an interesting example – the physical change of the barbie for a healthier and more real look. And barbie’s friend sits in a wheelchair.
Also the aspects of getting old are changing – at my hairdresser’s I stumbled across Ari Seth Cohen’s superb book Advanced Style. Older & wiser – all the models are over 70 with an attitude. Continue reading