design and futures grounded (service) innovation

MINNAKOSKELO&ANUK.NOUSIAINEN

TOPICAVAILABLEALSOATSIDLAUREA.comblog

PRESENTEDATSIDSEMINARMARCH14TH,2013@LAUREALEPPÄVAARA,ESPOO,FINLANDINNOBROKERIT(inFinnish)MAY16TH,2013@SIBELIUSTALOLAHTI,FINLAND

THENEXTWAVEOFSTRENGTHENINGBUSINESSINNOVATIONCAPABILITIES

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?

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?

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

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.

poweredbyFUTURESSPECIALISTSHELSINKI

Uniqueapproachesarepowerfultogether:Context(FuturesResearch)+People(ServiceDesign)

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

Createadiverse,co‐crea[ve&engagedTeamPEOPLEAREATTHECOREOFINNOVATION!

Iden[fycri[calplaceholdersforFuturesinsightsin(service)innova[onprocesses

Example: Service Design process by Stefan Moritz (2005) with critical phases and tools

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

FORESIGHTANDSERVICEDESIGNBOOSTDYNAMICCAPABILITIESINSERVICEINNOVATION

FORTHCOMINGBOOKCHAPTERIN“HANDBOOKOFSERVICEINNOVATION”(SPRINGER)INEARLY2014byOjasaloK.,KoskeloM.&NousiainenA.K.

BUSINESSOPPORTUNITIES FUTURES&

FORESIGHT

SERVICEDESIGN

“ServiceDesignandFuturesResearchtogetherensuresustainableandsuccessfulbusiness,becausetheyprovidecrea[veandevalua[vetoolsforPEOPLEFOCUSEDinnova[onthrougheffec[vevisualandan[cipatorystories,bymeansofco‐crea[veandadap[veresearchmethods,aswellasitera[veprocessthatnurturetheunthinkableandthus,preparebusinessesforthefutureandmakethemtostandoutasFORERUNNERS.”

Beaforerunner:CreateyourownVisionandFuturePath

Thankyou!/Atyourservice!

MinnaKoskeloBusinessDesigner,

FuturesThinkinglectureratLaureaUniversityofAppliedSciencesE‐mail:minna.koskelo@gmail.com/fi.linkedin.com/in/minnakoskelo/

AnuK.NousiainenValue&BusinessDesigner,

FuturesThinkinglectureratLaureaUniversityofAppliedSciencesE‐mail:nuflow.anuk@gmail.com/fi.linkedin.com/in/anuknousiainen/

.