Strategic Design + Co Creation Innovation For Services 22 Feb 2008

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Strategic Design + Co Creation Innovation For Services 22 Feb 2008

  1. 1. Strategic Design and Co-creation Innovation In Services: The DESINOVA Project Denmark, 2008-2009
  2. 2. Four Primary Objectives <ul><li>Catalyze 10 successful service innovation projects </li></ul><ul><li>Make participating service companies and agencies more capable of service innovation </li></ul><ul><li>Develop a Service Innovation Model that explains how service company personnel, strategists, marketing people, designers, anthropologists and users successfully co-create </li></ul><ul><li>Evolve policy recommendations for business, education, and research executives </li></ul>
  3. 3. Criteria for Success <ul><li>Ten service innovation projects </li></ul><ul><li>Service Innovation Model that integrates competencies of service company personnel, strategists, marketing people, designers, anthropologists and users </li></ul><ul><li>Education of 100 service company employees in use of the Service Innovation Model </li></ul><ul><li>Web portal containing SIM, methodologies, innovation tools, service innovation project management, case presentations, web links, etc. </li></ul><ul><li>Documentation of division of labor among participants in service innovation projects </li></ul><ul><li>New professional networks among service companies, design companies, anthropologist companies, artists, and social scientists </li></ul><ul><li>Policy recommendations for leaders in business, education, and research </li></ul><ul><li>Press attention and broader public awareness to design and innovation issues </li></ul>
  4. 4. Participants <ul><li>Ten service companies </li></ul><ul><li>Fifteen design consultancies </li></ul><ul><li>Antropologerne.com (ethnographers) and ArtLab </li></ul><ul><li>(actors, directors, and musicians) </li></ul><ul><li>GEMBA Innovation, Strategy-Lab, and ODGAARD Consult (project management) </li></ul><ul><li>Danish Designers Assn. (participants and client) </li></ul><ul><li>The Danish Chamber of Commerce (sponsor and client) </li></ul><ul><li>Danish Development Agency (sponsor) </li></ul>
  5. 5. Project Schedule Time Period Project Activity November 2007 – April 2008 Service Innovation Model 1.0 January 2008 – June 2008 Training in SIM 1.0 April 2008 – April 2009 Service Innovation Projects June 2008 – May 2009 Knowledge-Sharing Workshops January 2009 – June 2009 Service Innovation Model 2.0 January 2009 – August 2009 Documentation, policy recommendations, public relations, conference
  6. 6. 10 Service Innovation Projects Service Company/Agency Service Innovation Project Retail Integration of customer experience in web-based shop interface Retail Make service personnel capable of delivering more customized service and uncovering latent user needs, for use in continuous service innovation IT Services Develop innovation model for municipalitie’s administration of construction sector, including user participation General Services Participation of users in service innovation project where ”art is used as a prism and innovation driver” Retail Customer experience based service- and sales concept as a means to increase customer loyalty Financial Services Develop innovation model, wherein customer focus and user-driven innovation of service is paramount Retail New ”private label strategy” development by way of user-driven inovation project General services E-trade innovation meant for communication and services in relation to providing aid-equipment to elderly people Retail Make service personnel capable of delivering more customized service and uncovering latent user needs of women, for use in continuous service innovation Transportation Uncover latent user needs and provide electronic media so that public transportation customers can communicate in transit and between trips
  7. 7. Cross-Disciplinary Innovation Team Member Planning Strategy Formulation/ User Need Identification Idea and Concept Development Prototyping, Production and Marketing/Test (with Launch) Service Company/ Agency Client Design Consultancy Anthropology Consultancy Innovation-Coaching Consultancy Strategy Consultancy
  8. 8. Proposed SF Bay Joint Workshop, Autumn 2008 or Spring 2009 <ul><li>Presentations of lessons learned from the 10 service innovation projects constituting the DESINOVA Project </li></ul><ul><li>Joint case-based groupwork </li></ul><ul><li>Sharing of toolboxes and principles as models of service innovation and strategic design </li></ul><ul><li>Time: Late Autumn 2008 or Spring 2009 </li></ul><ul><li>Place: San Francisco or Silicon Valley </li></ul>
  9. 9. ODGAARD Consult <ul><li>Industry-customized service innovation models </li></ul><ul><li>Public and private strategic design projects </li></ul><ul><li>Contact details: </li></ul><ul><ul><ul><ul><ul><li>ODGAARD Consult </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Groendalsvej 38 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>2000 Frederiksberg, Denmark </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Cell: +45 262 58052 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E-mail: [email_address] .dk </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Website: http://www.odgaard.biz </li></ul></ul></ul></ul></ul>
  10. 10. GEMBA Innovation <ul><li>Innovation facilitation for public and private organizations </li></ul><ul><li>Domestic and international, industry-sector projects </li></ul><ul><li>Innovation training and training in trend analysis, strategic and scenario planning, and designing for experience </li></ul><ul><li>Contact details: </li></ul><ul><ul><ul><ul><ul><li>GEMBA Innovation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Bygstubben 4, Trørød </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>DK-2000 Vedbæk, Denmark </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Office: +45 4565 5500 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E-mail: [email_address] (Søren Kielgast) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Website: http://www.gemba.dk </li></ul></ul></ul></ul></ul>

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