Sid service innovation and design laureau university of applied sciences

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Via G Hill
Customers’ role has changed dramatically. Today, customers are taking a more active role in value creation, and the focus of the value creation processes is
rapidly shifting from a supplier company centric view to
a more customer centric approach that aims to support
customer experiences and joint value co-creation. Still,
relatively little is known about how customers engage
in value co-creation. Especially in B2B businesses, it is
crucial to thoroughly know one’s customers, their business models and processes, and on this basis to develop
new ways t

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Sid service innovation and design laureau university of applied sciences

  1. 1. Service Innovation and DesignResults from co-creation
  2. 2. Publisher Service Innovation and DesignLaurea University of Applied Sciences Results from co-creationVanha maantie 9FI-02650 Espoo Preface............................................................................................................... 4Editors Katri Ojasalo and Virpi KaarttiKatri OjasaloVirpi Kaartti CoCo - Value co-creation: why & how?............................................................. 6Outi Kinnunen Theory Krista KeränenGraphic design and illustration DiYSE - Designing service experiences for intellectually disabled people........ 8 methodsPetra Boije Rob Moonen and Sami Kauppinenphotos ServBis and SISSI – Revised mind: revised ways to operate and to think........ 10Joni Nurmi Päivi J. TossavainenSami KauppinenNiko Suomalainen Massidea.org – A colorful way to learn and innovate....................................... 12Susanna Ba Teemu SantonenStudio Lumikuu Renderfarm.fi - Making movies with a screensaver.......................................... 14ISBN 978-951-799-261-9 Julius TuomistoJanuary 2012 Finlab - Accelerating Finnish innovativeness and competiveness by Living Labs concepts............................................................ 16 Seppo Leminen Koulii - Cracking the coconut in the Suurpelto region...................................... 18 business Pekka Matvejeff CONNECT - Helping Finnish SMEs to increase the use of renewable energy solutions in Africa............................................................ 20 Birgit Aurela eReading Services - Developing business models for publishing industry........................................................................................... 22 Seppo Leminen and Anu Nousiainen safety & Guarantee - A safer home environment............................................................ 24 security Rob Moonen and Heikki Seppälä management MOBI – Mobile object bus interaction.............................................................. 26 Hanna-Miina Sihvonen and Jyri Rajamäki SATERISK – Risks of satellite-based tracking................................................... 28 Robert Guinness, Jyri Rajamäki and Seija Tiainen MMP - Measuring multiple senses in service experiences................................ 30 hospitality management Leena Alakoski and Satu Luojus Local Food – Sustainable business for Uusimaa Region................................... 32 Janne Huuhtanen, Aira Sevón and Ritva Jäättelä Laurea Service Innovation and Design.............................................................. 34
  3. 3. Preface I t is our great pleasure to introduce this new Service Innovation and Design publication. After years of intensive development work in the field of Service Inno- develop interdisciplinary approaches and methods in the field of SID. due to its closeness to the practical business world. At Laurea all the RDI activities are closely integrated with the teaching and the staff with various backgrounds across vation and Design (SID) at Laurea University of Applied The RDI work of LaureaSID is leaning on four competence disciplines are working closely together in the projects. Sciences, it is rewarding to see how much has actually strongholds: been achieved. After launching the first SID publica- 1. Service Science theories, This publication presents altogether 14 projects of tion in Laurea’s first Service Innovation & Design semi- 2. Creative methodology in designing services, LaureaSID. They are all funded by an outside source and nar in 2007, a great body of knowledge and RDI networks 3. Business and ICT competences in service innovation carried out in interesting networks. These RDI projects has been created. During this period four successful SID and design, and focus on four competence strongholds of LaureaSID in seminars and dozens of projects have been carried out at 4. Industry specific competences when designing serv- the following way: Laurea’s SID unit in Espoo (known as LaureaSID). Cur- ice systems, concepts and processes in the fields of rently, the volume of RDI work at LaureaSID is over 7 mil- Safety & Security Management and Hospitality & 1. Developing Service Science theories: CoCo project, Katri Ojasalo lion euros. Facility Management. 2. Creative co-design and user-centered methodolo- gies: DiYSE, ServBis & SISSI, Massidea, Renderfarm/ LaureaSID has also been a prime mover in the field of Service Science aims at an interdisciplinary approach to ORE and FinLab projects, Service Innovation and Design education: it was the first research, development, and innovation in service. It pro- 3. Business and ICT competences in service develop- institution in the world to provide the Master of Business vides the systems thinking to understand, model and ment: Koulii, CONNECT and eReading projects, and Administration degree programme in SID starting in design holistic service systems, concepts and processes. 4. Industry specific competences in the Safety & Secu- 2009. The third SID Master’s group will start their studies Creative methodology in service design provides a co-design rity Management: Guarantee, MOBI and SATERISK in September 2012. In total, Laurea University of Applied and user-centered perspective to open up the boundaries projects, and Hospitality & Facility Management: Sciences has app. 8000 students. for service innovation. Innovation is powered from a tho­ MMP and Local Food projects. rough understanding of customers/users, their contexts, In February 2012 LaureaSID is proud to organize the third values and needs. Deep business and ICT competences are It should be noted that in addition to the projects ServDes Conference, the premier research conference needed to translate this understanding into effective and described in this publication, plenty of other interesting within service design and innovation. This event belongs efficient service systems, concepts and processes and and important SID activities and RDI projects are being to the World Design Capital Helsinki 2012 programme. competitive new business models. LaureaSID aims to carried out at LaureaSID. synthesise the service science approach, co-design and Today, service innovation and design are globally at the user-centered methods and practical business and ICT We hope you will have an inspiring learning experience forefront of research and practice priorities. The term competences to foster service innovation and renewal when reading this publication. We thank all the contribu- service is currently being approached broadly mean- especially in the growing industries of safety & security tors and everyone who helped us to put this publication ing holistic solutions provided for and created with the management and hospitality & facility management. together. We also thank Laurea’s SID Advisory Board, customers/users. According to this view, every business which has impressive knowledge not only by academic Virpi Kaartti is service business. The core competences of SID lie in In a university of applied sciences the challenge how to standards but also by measure of business competence understanding the growing complexity of service systems combine research knowledge across disciplines when and experience. and the crucial role of customer value and experiences. researching, developing and innovating is much smaller Katri Ojasalo and Virpi Kaartti These competences have created an emerging need to than in any other type of a research organisation. This is Editors of this publication Today, service innovation and design are globally at the forefront of research and practice priorities.4 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 5
  4. 4. CoCo – Value co-creation: why & how? Krista Keränen Doctoral student, Project Manager Value comes from intangible things such as C ustomers’ role has changed dramatically. Today, cus- tomers are taking a more active role in value crea- tion, and the focus of the value creation processes is services, knowledge and relationships rapidly shifting from a supplier company centric view to a more customer centric approach that aims to support customer experiences and joint value co-creation. Still, relatively little is known about how customers engage in value co-creation. Especially in B2B businesses, it is crucial to thoroughly know one’s customers, their busi- New ways to ness models and processes, and on this basis to develop create value new ways to create value with customers and other sta- with customers keholders. The CoCo (From co-production to co-creation) research project aims at identifying and developing co-production/ co-creation activities and roles in B-to-B service relation- ships. The CoCo project (2010–2012) is funded by Tekes, the Finnish Funding Agency for Tech- How? - In addition to creating new scientific developed. The tool consists of 15 criteria and analyses a Laurea’s aim through the Learning by Developing (LbD) nology and Innovation, and the case com- knowledge, an important aim of the project company’s value co-creation from three angles: model is to offer a real development environment to the panies. It is a parallel project to VTT’s A tool for is to develop service design methods and 1. Strategic thinking and the business model, students. So far, altogether over 200 Laurea’s students (Technical Research Centre of Finland) a virtual platform for co-creation to be 2. Customer interactions and relationships, and have been working in the CoCo project. For example, a analysing the ServChange project. The CoCo project applied in companies offering B-to-B 3. Service design processes. few SID Master’s students have been analysing the cur- is carried out in conjunction with five co-creation approach services. The CoCo research uses an rent state of the case companies’ business approach as companies. in B-to-B action research approach. In the first The tool has been developed and tested in the case com- part of their Master’s thesis. companies phase of the empirical research, the cur- panies and presented in three different conferences in its Why? - Companies are moving from busi- rent state of business approach has been different development stages. Some publications ness models in which value came mainly analysed by interviewing the personnel and from physical goods to models where value customers of the case companies. The second The CoCo research project is playing a major role in the Keränen, K. & Ojasalo, K. (2011), “Value co-creation in comes more or less from intangible things such as serv- phase of the research is based on the needs identified PhD research of project manager Krista Keränen at the b-to-b-services”, Paper presented at Campus Encounters – ices, knowledge and relationships. In this shift customers in the current state analysis and it includes several devel- University of Cambridge, UK. Krista Keränen will work Bridging Learners Conference Developing Competences for Next Generation Service Sectors, Porvoo, April 13–14, 2011. should be seen as co-creators of value rather that as pas- opment rounds in the case companies. Then, more crea- as a full time CoCo researcher two months per year in sive recipients of goods and services. The CoCo research tive service design methods will be applied. the Cambridge scientific community as part of the Design Ojasalo, K. & Keränen, K. (2011), “Designing a tool for project focuses on creating new knowledge in the service Management research group. Project related expertise analysing the current state of a company’s co-creation science by studying the development of competitive value As the first concrete result of this study, a tool for analys- will be imported from Cambridge, for example, as aspiring approach”, Paper presented at Cambridge Academic co-creation approaches in services. ing the current state of the co-creation approach has been speakers for seminars and workshops. Design Management Conference, September 7-8, 2011.6 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 7
  5. 5. DiYSE – Designing service experiences for intellectually disabled people Rob Moonen Sami Kauppinen BBA, SID Master’s student, MA, Service Designer Project Manager W eb-based services and applications are a nor- mal part of everyday life. The virtual and physical world is increasingly interconnected by smart objects and in which end-users and support people took part. Video observations and probes were also used to gather more information about the intellectually disabled people’s The findings were utilised during several workshops where Another scenario in Finland, the easy music creation we co-created service concepts and scenarios together experience, makes it possible for intellectually disabled environments also known as the Internet-of-Things motives, attitudes, habits, experiences, knowledge with the project partners. The scenarios visualised how people to create music in an easy and intuitive way. phenomena. The DiYSE Do-it-Yourself Smart and expectations of future technologies. intellectually disabled people could experience a variety A sensor based application allows users to make music Experience project (2009–2011) has been of services that would empower them to communicate by moving different body parts. While it’s important to focusing on enabling non-technical end- Empowering Interviews were considered useful for get- and express themselves. Several of these scenar- create service experiences that meet the specific users to easily create, setup and control intellectually ting an understanding of the end users’ ios were implemented in Finland as well as in needs of the end-users, it’s crucial to look at meaningful services in their smart living disabled people to basic needs. This particular method can Belgium. One of the pilots created in Finland Designing the exploitation perspective of the solution as environments and in the public Internet- be sometimes challenging since some end is the symbol-based chat application called service well. Laurea conducted a business feasibility communicate and of-Things (IoT) space. The project is a part users like autistic persons have difficulties ‘SymbolChat’. This application allows intel- analysis by utilizing the business model can- of the European ITEA2 program and inclu- express answering questions. The probe method- lectually disabled users and their support experiences vas. During a workshop with VTT (Technical des 40 companies and research partners (for ology, where end users could explain their personnel to send short symbol-based mes- Research Centre of Finland), Music Makers, example Philips, Alcatel-Lucent Bell Labs and needs and wishes by taking photos and writing sages in real time. The application can be eas- and Delicode we developed and crystallized a VTT) from seven different countries. diaries, gave better insights about the latent needs. ily configured for persons with specific needs and common integrated business model. Video observation on the contrary allowed users to show abilities, making it possible to personalize the interaction In Finland the project focus has been on empower- and tell what they are doing in their natural surroundings. style with the application. Laurea evaluated the appli- The DiYSE project allowed us to utilise various RDI meth- ing intellectually disabled people to communicate and Combining above mentioned methods resulted in good cation in cooperation with University of Tampere and odologies while looking at different aspects of the service express themselves in an optimized way. Intellectually insights about the kinds of service experiences that would Rinnekoti-Säätiö. design process. disabled (ID) people have a limited capability to physi- be beneficial for the end-users. cally and mentally experience services, since most of the services are meant for the mass market. The following Some publications shows how latent needs of intellectually disabled people are identified and service concepts are co-created with Utilising Moonen R., Kauppinen S., Iyer A. & Ojasalo K., (2010), the various stakeholders. various RDI “Methods and challenges of doing research with intellectually disabled people: an ongoing empirical study”, UMADR 2010. Laurea’s role within the project focuses on user cen- methodologies in tered research, conceptual design of the service experi- the service design Kauppinen S., Kotimäki T., Heimonen T., Turunen M. ence, evaluation, and business modeling. We started our process & Laivo T., (2011), ”Chataamista ilman kirjoitustaitoa” in project within the Finnish consortium with qualitative english: ”Chatting without writing abilities”, Ketju Magazine, research with Rinnekoti-Säätiö, a foundation for disabled 1, 2011. people that produces healthcare and social services to municipalities. Ten users with a mild or moderate intel- Iyer A. & de Roeck D. (2010), “Empowering people to connect & create with smart technology”, Sixth Swiss Design lectual disability, varying in age from 21 to 50 years, par- Network Conference, 28.10.2010. ticipated in the study. Interview sessions were conducted8 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 9
  6. 6. Companies need the second work package, based on the easy-to-use tools to current state analysis of the service take the first steps approach each firm received a project towards service plan and selection of service design tools to be tested. Further development dominant logic of the toolset continued. The third work package focused on improvement activities and dissemination of new knowledge. Altogether eight service design tools and two methods were tested and developed further. Students were also involved in the project; for example, Master’s students as part of their study course revised the toolset and improved its visuali- zation and usability. The third work package ended with the collection and analysis of the research project results. Several articles are being written or in progress. The Serv- Bis project also participates in organizing the final semi- nar with the other projects funded by the same program of Tekes in March 2012. The results of the ServBis project indicate that most firms have room for improvement in understanding the service dominant logic and service mindset. To reform firms towards service driven business approach and customer centricity faces challenges. The main obstacle seems to be the attitude of Using Integrating learning and building new competences. collaborative strategic ServBis and SISSI Lack of time and motivated resources pose further challenges. It was also evi- methods when stakeholders in dent that firms need practical guidance designing service innovation – Revised mind: revised ways to operate and to think and easy-to-use tools in order to take the first steps towards service dominant logic. services processes The ServBis project has enjoyed the multi- party collaboration and networked co-creation of service mindset and service design toolbox. (SMEs) to adopt a service business approach and mind- set. ServBis is a 1-year (2011) service business project SISSI - Service Innovation through Strategic Stake­holder Päivi J. Tossavainen D.Sc. (Econ.), Principal Lecturer partly funded by Tekes, the Finnish Funding Agency for Integration (SISSI) project continues the service innova- Some publications Technology and Innovation. It’s a cooperative project of tion and design RDI tradition of LaureaSID. This project three universities of applied sciences: Laurea, Haaga- is also funded by Tekes and it is carried out in cooperation Kaski, T., Ojasalo, K. & Toivola, T. (2011) ”Service Business Helia and Metropolia. Further, this project engages eight with LaureaSID and Hanken Swedish School of Econom- Development in Small and Medium-Sized Enterprises T he transformation of business towards service domi- case companies from different industry sectors: ATEA Fin- ics. The objective of the SISSI project is to research and (SMEs): A Case study on methods and tools enhancing nant logic and the increasing awareness of service land Oy, Atlas Copco, Aussie Bar Oy, Care IT Oy, Experiri develop methods to integrate strategic stakeholders in SMEs’ transformation to service dominant business logic”. business opportunities change the competence needs Oy, Finnair Flight Academy Oy, RapidBlue Solutions and firms’ service innovation processes. The project’s dura- Paper presented in the Naples Forum on Service in June 2011, Anacapri, Italy. of firms. It is crucial to understand service driven busi- Tietomitta Oy. tion is 2,5 years (autumn 2011 – spring 2014). Four Laurea’s ness approach and to learn to use collaborative methods Master’s students have started their Master’s theses in Tossavainen, P. (2011) ”ServBis – palveluosaamista when designing services. LaureaSID is focusing on this The ServBis project has three overlapping phases. The the project, one of them as a full-time research assistant. pk-yrityksiin. Palvelumenetelmistä uutta potkua issue through two separate projects: ServBis and SISSI. first work package focused on the recent research on the From both LaureaSID and Hanken, three faculty mem- liiketoimintaan” in Tekes (2011) Tutkimustuloksista developed tools and theoretical background. First, a com- bers participate in the project. Through research and the arvoa liiketoimintaan. Serve – Palveluliiketoiminnan ServBis – transferring service knowledge and compe- mon framework for evaluation purposes was developed. engagement with firms such as Lassila & Tikanoja and edelläkävijöille -ohjelma 2006–2013. tences to SMEs – aims to develop, test, and disseminate Each case company was evaluated and their current state Skanska, SISSI enhances the service business field with Tutkimusprojektijulkaisu 2011, pp. 107-108. practical tools that ease small and medium sized firms in service business was analysed with the framework. In effective participatory stakeholder integration.10 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 11
  7. 7. Massidea.org – A colorful Massidea.org way to learn and innovate concept was rewarded as the best school related innovation From 2008 to 2011, the European Social Fund (ESF) funded Teemu Santonen project (1.1 MEUR) was founded and coordinated by Lau- Ph.D., Principal Lecturer reaSID in order to develop and implement Massidea.org as a part of the Finnish national open innovation system. Officially the Massidea.org project consortium included a dozen partner universities from Finland covering geo- I nnovations are and have always been an important graphically most of Finland. During the project, the part- building stone for achieving a business success in a ner network was expanded via collaboration with Fore- highly competitive global business environment. How­ Massi 2025 – a project forecasting educational needs for ever, according to open innovation thinkers, in the future the wellbeing and security sector and EU-VIP – a project business success will depend more and more on exploring the possibilities that virtual mobility can the ability to utilize external resources via offer in the area of international work place- open innovation processes. Due to Inter- ments. International collaboration was net and especially the rapid growth of the A free of charge conducted with National Institute of Tech- recent online social network phenome- open innovation nology, Hamirpur from India, Lillebaelt non, these technological and behavio- community where Academy of Professional Higher Educa- ral changes have created the most pro- tion from Denmark and Pôle Universitaire people can share mising platform for global collaboration. Léonard de Vinci from France. With the help of today’s online technology, their ideas we can relatively easily and cost effectively A majority of all development and imple- combine people even from geographically dis- mentation activities including content produc- persed and distant cultures as one virtual intercultu- tion to the Massidea.org website were performed by ral team. Therefore, in the future it is vital to understand university of applied sciences students via course col- and learn how to innovate in a virtually supported inter- laboration, project studies, internships or final thesis. creativity, integration to the Triple Helix model, definition Some publications cultural open innovation environment. Most importantly, development activities followed a of the digital business ecosystem (DBE) for Massidea.org virtually supported distributed development process in and generic success measures for the mass collaboration Santonen, T. & Schallmo, D. (2011), “Evaluating Industry When a wide range of people and their different but com- which development was carried out in multiple Finnish rewarding model. Implementation success publications Business Model Innovation Stage-Gate Process: Case plimentary insights are brought together, novel ideas and foreign locations, while working evaluated Massidea.org from a historical timeline point Massidea.org”, The XXII ISPIM Conference generated by thinking outside the box are possible. Some collaboratively towards the com- of view, using a Profiting From Innovation (PFI) approach, – Sustainability in Innovation: Innovation Management authors call this mass collaboration or crowdsourcing, mon outcome. As a result one of defining Massidea.org as a business model innovation Challenges, Hamburg, Germany, 12-15 June, 2011. Business success yet we prefer the term mass innovation. Massidea.org is the most important outcomes from the Stage-Gate Process point, evaluating students’ a free of charge open innovation community where peo- of the Massidea.org project will depend more on motivation to participate in online mass innovation and Santonen, T., Kaivo-Oja, J. & Antikainen, M., (2011), ple can share their ideas, discuss today’s challenges as besides the website and idea, the ability to utilise describing how intercultural virtual student teams open “National Open, Innovation System (NOIS): Defining a Solid Reward Model for NOIS”, International Journal of well as visions of the future; key factors when creating challenge and vision of the external resources innovate via online social networks. Green Technologies Innovation and Regional Development (IJIRD), Vol 3., new innovations. By intelligently connecting people and future descriptions, is the vir- via open innovation in Food Production and Processing, a book published by No. 1. their insights with the help of content recommendation, tually supported distributed Springer (2012) will include Massidea.org – greener way a creative space that can boost individual and communal development process. processes to innovate, a chapter which summarises the theoretical Santonen, T. & Karhu, K., (2010), “Massidea.org: creativity is constructed. In Massidea.org, public, private concept development of Massidea.org. Defining a digital business ecosystem (DBE) for and educational sector organizations and individual users Besides a of series of bachelor theses, massinnovation”, The 3rd ISPIM Innovation Symposium and citizens can collaborate with the wide and global project results also include 10 peer-reviewed In the year 2008 Massidea.org concept was rewarded as - Managing the Art of Innovation: Turning Concepts into range of masses of people. Technologically Massidea.org scientific publications, which introduced the preliminary the best school related innovation by the Finnish Inven- Reality, Quebec City, Canada, 12–15 December, 2010. is grounded on open source solution. concept, content recommendation support to individual tor Support Association.12 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 13
  8. 8. Renderfarm.fi ovies with a screensaver – Making m resolutions when rendering. Equally importantly, it ena- in the SCI-BUS consortium include entities such as ETH bles its users to participate in the rendering of stills and Zurich, University of Tubingen, University of Catania and animations, regardless of whether or not they themselves University of Westminster. The SCI-BUS project aims are able to or even interested in learning about 3D mod- at the creation and maintaining of so-called e-science eling and animation. The stills and animations created portals that help their user groups, whether they be sci- can then later become parts of a movie that the users entists, artists or just other interested people, to easily have helped to create. make use of distributed computing for their needs. Renderfarm.fi encourages everybody to take part in both the online community and the collaborative rendering. renderfarm.FI We also advocate open licensing (Creative Commons), open values and sharing of resources over geographic ■■ Renderfarm.fi has over 6 000 registered users from borders. all over the world and at any one time there are over 500 computers attached for rendering – for anyone, for free The adoption of open values has garnered the team a ■■ The “What is Renderfarm.fi?” feat. Big Buck Bunny lot of approval. In Autumn 2010 Renderfarm.fi won the has received 25 000 views on Youtube, the video national competition to represent Finland in the UN and was produced by ORE spin-off Studio Lumikuu UNESCO sponsored and highly regarded e-content com- ■■ The single largest rendering that was done on the petition World Summit Award. Following its success in service would have taken 3,5 years to render on an tributed rendering. Done in collaboration with Tekes, the national competition, picked from a line of 460 other average participating computer and cost at least Julius Tuomisto Otaverkko and Star Wreck Studios, the project was run at registrants from 106 UN member countries, the service 20 000€ on a commercial service, we did it in 14 Master’s student in Degree the LaureaSID Networks laboratory between 2007–2009. went on to win the International World Summit Award in days for free Programme in IT, Project Manager the category of “E-Science and Technology” in June The project resulted in the creation of Renderfarm.fi, a 2011. completely volunteer computing based rendering plat- I n 2005 a young Finnish film producer Samuli Torssonen released his first full-length feature film “Star Wreck: In the Pirkinning”. The movie, created with a budget form. Within the project, the service was directly inte- grated with Blender, the world’s most popular open source 3D suite. This coupled with the fact that Render- The ORE project also led to the creation of Studio Lumikuu, the world’s first completely Blender based open movie and 3D production studio. Founded as a of just 10 000€, featured near-Hollywood level Visual farm.fi is – and always will be – a completely free service co-operative (instead of the usual limited company) by Effects which were rendered in some 1.5 years in Samuli’s that enables its users to render their animations and stills five Finnish micro companies, Studio Lumikuu is also mother’s kitchen using five old computers computing in by using the computing power of volunteers from around the world’s first studio to adopt the completely open, parallel. the world, has made the service the most popular of its volunteer computing based rendering pipeline advo- kind in the whole world. All in all, students and thesis cated by Renderfarm.fi. Inspired by the proven need for an affordable solution workers had a significant part in early concept develop- to the computation of complex 3D graphics by students, ment. Starting from October 2011, Renderfarm.fi and the team independent movie-makers, small 3D studios and other behind it started working within the European Union actors, the ORE project (Open Rendering Environment) By using Renderfarm.fi, 3D artists and animators benefit Funding Programme 7 funded SCI-BUS (SCIentific gate- was created to research volunteer computing based dis- from being able to use higher image quality and higher way Based User Support) project. Laurea UAS’s partners14 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 15
  9. 9. Finlab – Accelerating Finnish innovativeness and competitiveness by Living Labs concepts Developing a national Living Lab developer network Seppo Leminen Dr.(Econ.), Principal Lecturer, Adjunct Professor T he Finlab project was a national initiative (2008 – 2011) whose mission was to create an active collabo- ration network between companies and research organi- sations and make Finland a well-known and recognized testing and validation site world-wide. One of the aims of the national Finlab project was to describe and define Integrating the Finlab Living Lab business and service concept and end-users and define IPR guidelines of Finlab concept. customers in a Living Labs can be defined as “functional regions where service development stakeholders have formed a partnership of firms, public process as actual agencies, universities, institutes and users, which conse- co-developers quently collaborate in the creation, prototyping, validat- ing and testing of new services, products and systems in real-life contexts. Such contexts include cities, villages, rural areas, industrial plants as well as public places such as airports. The main idea is that a Living Lab consists of development of Living Lab business and service concepts user and customer involvement and integration to devel- Some publications a real-life environment with access to users and methods, together with the research and business partners. The opment phases enables a company to understand cus- through which the functionality of the product or technol- project was partly funded by TEKES the Finnish Funding tomers’ actual behavior, needs and future trends better. Leminen, S. & Westerlund, M. (2011), “Innovation co-creation ogy is verified and assessed.” (Nyström and Leminen 2011) Agency for Technology and Innovation and partly by the with customer and user networks”, Proceedings from the 26th IMP participating companies. By integrating users into RDI processes, a company Conference, September 1–3, 2011, Glasgow, Scotland Another aim of the project was also to develop a gains the competitive advantage, which its competitors national Living Lab developer network, which Why it is important to integrate users and cus- not necessarily have. By integrating a customer or user Leminen, S. (Ed.) (2011), “Co-creation with Users and Customers in develops and executes open innovation Living Lab tomers in companies´ business processes? in the development, the pitfalls in the launch of a new Living Labs – Integrating users and customers in companies’ business development services, and a customer net- In spite of market research and customer product or service to the market can be identified and can processes”, Laurea Publications A76 61 p., Vantaa. is a real-life work, which exploits developed services. analysis, the majority of the new products be avoided. Moreover, the knowledge of the end-users´ The Finlab project had several research environment and services fail when launching them into or customers’ needs may lead to brainstorm, develop- Nyström A-G & Leminen, S. (2011), “Living Lab – A New Form with access to of Business Network”, Proceedings from the 17th International partners: Laurea University of Applied markets. This is often due to the fact that ment and creation of new, parallel, and complementary Conference on Concurrent Enterprising (ICE2011), 20 - 22 June 2011, Sciences, University of Turku, two research users products and services do not correspond to products and services. An integration of the end-user or ISBN: 978-1-4577-0772-8. 10 p. Aachen, Germany. http://ieeexplore. institutes of Aalto University (Media­lab and the user needs related to the price, proper- the customer in the product and service development of ieee.org CKIR Center for Knowledge and Innovation ties, functionality or usability, or often the prod- companies is not yet everyday practice in industry and Research), VTT Technical Research Centre of Fin- uct or service is launched too early or too late in the service companies. A Living Lab approach gives not only Westerlund M. & Leminen S. (2011), “Managing the Challenges of land, as well as business partners Nokia, Digita, Dimes market. Therefore, the need for integrating end-users information about the end user’s experiences of the Becoming an Open Innovation Company: Experiences from Living Labs”, and Octopus Network. Laurea was responsible for Living and customers in a new product and service development product or service but enables to co-develop and even Technology Innovation Management Review. October 2011. Labs activities in the Finlab project and focused on the process as actual co-developers is important. A deeper co-create with users.16 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 17
  10. 10. Planning the new shopping mall by collecting innovative ideas for the development process Koulii – Cracking the coconut Integrating end- in the Suurpelto region users to the service design process is essential when planning urban areas for housing vative urban environment focusing on life-long learning, user preferences. The main objective of and thinking of the client also provoked Pekka Matvejeff intercultural and family orientation, sustainable develop- the Kookos pilot is to collect information, and business the students to come out with their M.Soc.Sc (Management), ment and new service concepts is established. produce feasibility studies and surveys, opinions on this societal development in MBA (Henley), Senior Lecturer take part in stakeholders’ planning processes Finland, which actually is – at the same time With the help of the City of Espoo the main stakeholders and support them in designing their services targeted – their visible future. in the Suurpelto region were invited to develop and experi- at Suurpelto end-users, entrepreneurs and other actors. T he title of the article refers to a song written by a ment the services and products suitable for the needs and famous Finnish singer and composer. It tells about life situations of users interacting with them in Suurpelto. the difficulties encountered, when trying to break the In order to find new ways to produce learning and to inte- The first assignment of the Kookos pilot was to help the client to plan the new Shopping Mall by collecting innova- It is encouraging to see that the results of the Koulii project and the work of its sub-groups have already now moti- vated the traditional developers and stakeholders to con- coconut shell. When attacking the traditional bounda- grate their learning processes in real-life urban develop- tive ideas for the development process. This aim was real- sider end-user approach as an essential part of the service ries in change processes we face situations simi- ment, Laurea University of Applied Sciences and ized through the analysis of customer and end-user needs design process when planning urban areas for housing lar to cracking nuts. This is also very often the Vocational College Omnia established a and end user-analysis. One hundred and thirty-two (132) and business. It is as encouraging to see how educational the case in service design processes. The development project called Koulii (2010– interviews were executed during the Spring 2011. Several institutions have a strong will to develop their learning development process of the Suurpelto Truly listening 2012), which is funded by the European meetings with the client took place and the presentation processes in such a way that the that educational learning region in the heart of the City of Espoo to various Social Fund (ESF). So far, it has been a of the final results to the client was made by students. objectives, end-user and working life preferences as well in the Helsinki Metropolitan Area is an stakeholder´s views fascinating new experience for those as various stakeholders’ needs can be met simultaneously. example of new ways of influencing the in the development almost 100 students and 40 educators One conclusion of the analysis was that there is a huge tight and compact networks of stake- from Laurea and Omnia participating in number of potential groups whose input can/should It is important to support opportunities to develop our holders clustered around the urban deve- processes the project. be utilised in the planning processes (Living Labs). The urban (or rural) environment through truly listening to lopment processes in Finland. analysis showed how economic aspects and business various stakeholders’ views in that development proc- As one of the seven sub-projects of Koulii, the interests overtake others and the end user perspective ess. This results in the design of services which consider Suurpelto is at the moment one of the biggest hous- Kookos (Coconut) pilot aims to help the Suurpelto often gets blurred. Organisations also seem to put more end-users’ preferences without jeopardizing other actors’ ing and business center construction projects in the Hel- stakeholders to search for potential service providers and weight to solutions or decisions for the advantage of their interests. Koulii project has already proved that it is pos- sinki Metropolitan Area. Within 10–15 years a new inno- to design their products and services to meet the end- immediate social group. The new approach of the pilot sible to find the tools for cracking the coconut shell.18 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 19
  11. 11. CONNECT – Helping Finnish SMEs to increase Birgit Aurela The CONNECT project starts with the identification of market potential for Finnish SME’s (market and company Ph.D., Project Manager analyses). Based on that, the need and requirements for the use of renewable energy solutions in Africa local intermediaries can be identified, and the potential intermediaries assessed. Challenges in cross-cultural communication, product and market understanding are D eveloping countries need sustainable solutions of renewable energy that Finnish small and medium sized companies (SMEs) can offer. However, both the in the focus for network development. It is also expected that the continuation of fruitful collaboration requires some form of continuing support to facilitate successful economic and the psychic distance between Finland and communication and interaction of all stakeholders. developing countries is large. Typical challenges are legal framework, bureaucracy and the lack of coordination There are several actions and organisations to support among authorities. Physical presence, knowledge of the Finnish companies’ internationalisation. One, up till now local business culture and contacts are vital. Unfortuna- relatively little utilized resource are the international tely technology oriented SMEs often lack the competen- students and expatriates coming from developing coun- ces needed. Thus, risk to mutual misinterpretation is high.tries. They master their own culture and have learned to understand and operate in the Finnish society. Their To operate on these markets, partnering with value as cultural translators and bridge builders local intermediaries is essential. But how to The is currently neglected and thus the opportuni- find suitable partners and how to succeed ties are wasted. This is addressed in the CON- in building sustainable long-term partner- co-creation NECT project. ship with them? What competences are approach is needed and how can they be developed, new for most The second opportunity lies with the partner both by Finnish SMEs and the intermedi- SMEs network that universities of applied sciences aries? How to learn to understand – and to (UAS) have built with universities and other successfully work with – different company and educational institutions in developing countries. business cultures? Is it possible to create a generic Can this network be more efficiently utilized in gaining approach for developing successful and sustainable busi- market and customer knowledge, looking for potential ness networks that would enable Finnish SMEs to enter partners, building and supporting partnerships between and gain presence in developing countries’ renewable SMEs and intermediaries? energy markets? Supporting Cultural differences between technological experts from The CONNECT project aims to answer these questions. SMEs and international students might cause difficulties Finnish It is a new 2.5 year (2012–2014) project funded by Tekes, in communication. A co-creation approach can be used companies’ the Finnish Funding Agency for Technology and Innova- to enable and support communication and interaction internationa- tion, and carried out in cooperation with the two other between SMEs, students and other stakeholders. The aim lisation FUAS Universities of Applied Sciences: Häme and Lahti. is to combine research and experiential knowledge and The FUAS alliance (FUAS = Federation of Universities of together with SMEs, students and other stakeholders to Applied Sciences) was established by Laurea, Häme and develop new ways to build up value networks to enable Lahti universities of applied sciences to serve students, market entry. In this project the main working method business life and the public sector in an improved capacity will be workshops in which a new co-creation approach as well as to seize hold of the opportunities of a strongly will be used. The co-creation approach is new for most Creating a internationalising operating environment. SMEs; as a bonus, participating SMEs will learn to utilize generic approach it. for developing There is a wish that international students would stay successful and in Finland after their graduation, although employment sustainable opportunities are rare. Our hypothesis is that the utilisa- business networks tion of international students has a key role in the new model of building networks. Thus, their employment opportunities in Finland and/or in value networks, which benefit Finland, will increase.20 | Service Innovation and Design – Results from co-creation Service Innovation and Design – Results from co-creation | 21

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