Design and Futures Grounded (Service) Innovation
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Transcript of Design and Futures Grounded (Service) Innovation
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MINNAKOSKELO&ANUK.NOUSIAINEN
TOPICAVAILABLEALSOATSIDLAUREA.comblog
PRESENTEDATSIDSEMINARMARCH14TH,2013@LAUREALEPPÄVAARA,ESPOO,FINLANDINNOBROKERIT(inFinnish)MAY16TH,2013@SIBELIUSTALOLAHTI,FINLAND
THENEXTWAVEOFSTRENGTHENINGBUSINESSINNOVATIONCAPABILITIES
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FUTURESTHINKING
Discovers,examines,evaluatesandproposespossible,probable,andpreferablefutures(Bell2009)Presentasmanyalterna[vesandpointofviewsaspossiblefordecision‐making(Mannermaa2004)Openspeople’smentalmodelstothinkdifferentpossibili[es(Hiltunen2010)Increasesreadinesstoact(Ibid.)Offersthepossibilitytoinfluencefuture(Bishop&Hines2012)
DESIGNTHINKING
Translatesobserva[onsintoinsightsandinsightsinto
productsandservicesolu[ons(Brown2009)
Innova[veandadap[ve:Createsmorevaluebybedersa[sfyinghumanneedsinthelongrun
thantradi[onalwaysofproblemsolving(Griesbach2010)
Matchespeople’sneedswithwhatistechnologicallyfeasibleand
whataviablebusinessstrategycanconvertintocustomervalue
andmarketopportunity(Ibid.)
What?
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INNOVATION
(Service)DesignThinkingFutures
Research/Foresight
BusinessopportuniFes
FOCUS• Qualita[vemethods• Adap[veandinnova[vemethods• Commercialbusiness• Radicalinnova[on• Opera[onalimpacthorizon3‐10years• Designingnewvaluesystems
OUT‐OF‐SCOPE• Quan[ta[ve• Tradi[onalmarketresearchandsurveys• Governments,non‐profit• Incrementalinnova[on• Decades• Individualproduct/servicedevelopment
WhereisFuturesinServiceDesign&Innova[on?
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PRINCIPLESPROCESSESPRACTICES
• Approx150SOURCESincl.books,ar[cles,blogs,bestprac[cesandseminars• Over20PROCESSESaimingatnewbusinessofferingdevelopmentand
innova[on• Almost200ServiceDesignandFuturesThinkingMETHODSANDTOOLS• 10informaldiscussionswithlocal(Helsinki)FuturesandServiceInnova[on
prac[[onists• Tes[ngatLAFUTURA2012–aninterna[onalunConferenceforFuturesand
Innova[onenthusiasts
Research2012/2013
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Plentyofsimilari[es=synenergiesbetweenServiceDesignandFuturesResearchprinciples
Service Characteristics
SERVICE DESIGN PROCESS: APPROACH
SERVICE DESIGN METHODS: PRINCIPLES
Complex Analysis – Synthesis dialog Adaptive
Experiences Context oriented Collaborative
Heterogenous Creative Dialog driven
Inseparable Disruptive Empathic / Sensible
Intangible Future oriented Engaging
Interactions Holistic Evidencing /
Interdependent Future oriented Evaluative
Meaningful Innovative Multidisciplinary
Perishable Iterative Intuitive
Processes Opportunity / Target oriented Narrative / Storytelling
Sequenced Optimistic Networking
Social Radical Observative / Ethnographic
Solutions Sustainable Open-minded
Systems Systemic Out-of-the-box thinking
Value generating.. Transformational.. Visual.. ETC.
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poweredbyFUTURESSPECIALISTSHELSINKI
Uniqueapproachesarepowerfultogether:Context(FuturesResearch)+People(ServiceDesign)
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FUTURESRESEARCHmakesuncertaintyeasiertoapproachandunderstandbyprovidingalterna[veandengagingstoriesandthus,improvingorganiza[on'sreadinesstochange,takeitsop[malfuturedirec[on,andact.
SERVICEDESIGNimprovestheorganiza[on'sagilitytoseizethechangewithadap[ve,innova[veandempathicmethodstoco‐designwithcustomersandtoco‐createalterna[vesolu[ons
throughrapidmodelingandprototyping.
Hence,bothServiceDesignandFuturesResearchprovideanop[malsetofmethodsfor
RECOGNIZINGNEWOPPORTUNITIESandwaystoREALIZENEWVALUEintherapidlychanging
world.
TheBESTcombina[ontomanageRoadmapsrelateduncertaintyand[ming
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Createadiverse,co‐crea[ve&engagedTeamPEOPLEAREATTHECOREOFINNOVATION!
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Iden[fycri[calplaceholdersforFuturesinsightsin(service)innova[onprocesses
Example: Service Design process by Stefan Moritz (2005) with critical phases and tools
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poweredbyFUTURESSPECIALISTSHELSINKI
TRANSLOCALECONOMIESINEWFOODECOLOGIESIMODESOFOPENCOLLABORATIONIMODELSOFCITIZENACTION
..in Europe 2027. “My Way or Highway Millie” has aesthetics, independence and freedom as her core values. She is practicing soul searching regularly with the help of various coaching applications and with her personal mentor, Millie’s own guru. However, she avoids chains: Millie has continuously various projects going on. It is true that she doesn’t have a stable income flow, but she does not stress about it that much. As everything is about co-existence, she doesn’t have a physical workplace. Instead, Millie has a co-working space. She is not active in politics; Neither she is an idealistic. Whatever she does is based strongly on her special skills and hobbies that give her some continuity, as well as her active social life..
IMMERSEDFUTUREPERSONA
PERSONAFOCUSEDSCENARIO
PERSONA SCENARIO
Becandid:CombinetoolsofFuturesResearchandServiceDesign
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FORESIGHTANDSERVICEDESIGNBOOSTDYNAMICCAPABILITIESINSERVICEINNOVATION
FORTHCOMINGBOOKCHAPTERIN“HANDBOOKOFSERVICEINNOVATION”(SPRINGER)INEARLY2014byOjasaloK.,KoskeloM.&NousiainenA.K.
BUSINESSOPPORTUNITIES FUTURES&
FORESIGHT
SERVICEDESIGN
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“ServiceDesignandFuturesResearchtogetherensuresustainableandsuccessfulbusiness,becausetheyprovidecrea[veandevalua[vetoolsforPEOPLEFOCUSEDinnova[onthrougheffec[vevisualandan[cipatorystories,bymeansofco‐crea[veandadap[veresearchmethods,aswellasitera[veprocessthatnurturetheunthinkableandthus,preparebusinessesforthefutureandmakethemtostandoutasFORERUNNERS.”
Beaforerunner:CreateyourownVisionandFuturePath
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Thankyou!/Atyourservice!
MinnaKoskeloBusinessDesigner,
FuturesThinkinglectureratLaureaUniversityofAppliedSciencesE‐mail:[email protected]/fi.linkedin.com/in/minnakoskelo/
AnuK.NousiainenValue&BusinessDesigner,
FuturesThinkinglectureratLaureaUniversityofAppliedSciencesE‐mail:[email protected]/fi.linkedin.com/in/anuknousiainen/
.