I participated in the first Service Design Achievement Award seminar on 22nd of January which was hosted by Katri Ojasalo from Laurea and Håkan Mitts from Aalto. The event took place at Aalto Design Factory. Five Finnish service design agencies participanted in the competition, and they had presented their best projects in the last fall’s Service Design Breakfast seminars. The agencies were Palmu, Reaktor, User Intelligence, N2 Nolla and Diagonal.
Of course the main thing in this event was the announcement of the winner of the Service Design Achievement of Year, but before that we got to enjoy some interesting presentations.
The theme for the day was designing and developing better services – a buyer’s guide. For me this was very interesting because we have just talked with our SID 2013 group about how to sell service design for our employers and for some of us for their clients, and on the other hand I was interested in the buyers view on behalf of my work.
One common topic for the discussion was that service design is not really anymore just design but it is combination of design, marketing, technical and business competences. Like Anton Schubert from Futurice introduced to us that in the future service design agencies should have competences from each of these areas in their teams to really create value for the end users. He also said that agencies will provide more “full house” services for their clients. Jasmin Honkanen from Turku School of Economics introduced her findings from her Master thesis with the topic “Why are companies buying service design?”, and also she had found out that it is really important to combine service design and business in the future.