Design and Futures Grounded (Service) Innovation

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Design Thinking and Futures Thinking provide an optimal set of methods for recognizing new business opportunities and ways to realize new value in the rapidly changing world. This is the next wave capability and toolkit to forerunners.

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Design and Futures Grounded (Service) Innovation

  1. 1. MINNA

KOSKELO

&

ANU

K.

NOUSIAINEN
TOPIC
AVAILABLE
ALSO
AT
SIDLAUREA.com
blog

PRESENTED
AT
SID
SEMINAR
MARCH
14TH,
2013
@
LAUREA
LEPPÄVAARA,
ESPOO,
FINLAND
INNOBROKERIT
(in
Finnish)
MAY
16TH,
2013
@
SIBELIUSTALO
LAHTI,
FINLAND
THE
NEXT
WAVE
OF
STRENGTHENING
BUSINESS
INNOVATION
CAPABILITIES

  2. 2. FUTURES
THINKING

Discovers,
examines,
evaluates
and
proposes
possible,
probable,
and
preferable
futures
(Bell
2009)

Present
as
many
alterna[ves
and
point
of
views
as
possible
for
decision‐making
(Mannermaa
2004)


Opens
people’s
mental
models
to
think
different
possibili[es
(Hiltunen
2010)

Increases
readiness
to
act
(Ibid.)

Offers
the
possibility
to
influence
future
(Bishop
&
Hines
2012)


DESIGN
THINKING

Translates
observa[ons
into
insights
and
insights
into
products
and
service
solu[ons
(Brown
2009)

Innova[ve
and
adap[ve:
Creates
more
value
by
beder
sa[sfying
human
needs
in
the
long
run
than
tradi[onal
ways
of
problem
solving
(Griesbach
2010)
Matches
people’s
needs
with
what
is
technologically
feasible
and
what
a
viable
business
strategy
can
convert
into
customer
value
and
market
opportunity
(Ibid.)
What?

  3. 3. INNOVATION
(Service)
Design
Thinking
Futures
Research
/
Foresight
Business
opportuniFes
FOCUS
•  Qualita[ve
methods
•  Adap[ve
and
innova[ve
methods
•  Commercial
business
•  Radical
innova[on
•  Opera[onal
impact
horizon
3‐10
years
•  Designing
new
value
systems
OUT‐OF‐SCOPE
•  Quan[ta[ve
•  Tradi[onal
market
research
and
surveys
•  Governments,
non‐profit
•  Incremental
innova[on
•  Decades
•  Individual
product
/
service
development
Where
is
Futures
in
Service
Design
&
Innova[on?

  4. 4. PRINCIPLES














PROCESSES
















PRACTICES
•  Approx
150
SOURCES
incl.
books,
ar[cles,
blogs,
best
prac[ces
and
seminars
•  Over
20
PROCESSES
aiming
at
new
business
offering
development
and
innova[on
•  Almost
200
Service
Design
and
Futures
Thinking
METHODS
AND
TOOLS
•  10
informal
discussions
with
local
(Helsinki)
Futures
and
Service
Innova[on
prac[[onists

•  Tes[ng
at
LA
FUTURA
2012
–
an
interna[onal
unConference
for
Futures
and
Innova[on
enthusiasts
Research
2012/2013

  5. 5. Plenty
of
similari[es
=
synenergies
between
Service
Design
and
Futures
Research
principles
Service Characteristics SERVICE DESIGN PROCESS: APPROACH SERVICE DESIGN METHODS: PRINCIPLESComplex Analysis – Synthesis dialog AdaptiveExperiences Context oriented CollaborativeHeterogenous Creative Dialog drivenInseparable Disruptive Empathic / SensibleIntangible Future oriented EngagingInteractions Holistic Evidencing /Interdependent Future oriented EvaluativeMeaningful Innovative MultidisciplinaryPerishable Iterative IntuitiveProcesses Opportunity / Target oriented Narrative / StorytellingSequenced Optimistic NetworkingSocial Radical Observative / EthnographicSolutions Sustainable Open-mindedSystems Systemic Out-of-the-box thinkingValue generating.. Transformational.. Visual.. ETC.

  6. 6. 

powered
by
FUTURES
SPECIALISTS
HELSINKI
Unique
approaches
are
powerful
together:
Context
(Futures
Research)
+
People
(Service
Design)

  7. 7. 
FUTURES
RESEARCH
makes
uncertainty
easier
to
approach
and
understand
by
providing
alterna[ve
and
engaging
stories
and
thus,
improving
organiza[ons
readiness
to
change,
take
its
op[mal
future
direc[on,
and
act.



SERVICE
DESIGN
improves
the
organiza[ons
agility
to
seize
the
change
with
adap[ve,
innova[ve
and
empathic
methods
to
co‐design
with
customers
and
to
co‐create
alterna[ve
solu[ons
through
rapid
modeling
and
prototyping.

Hence,
both
Service
Design
and
Futures
Research
provide
an
op[mal
set
of
methods
for
RECOGNIZING
NEW
OPPORTUNITIES
and
ways
to
REALIZE
NEW
VALUE
in
the
rapidly
changing
world.

The
BEST
combina[on
to
manage
Roadmaps
related
uncertainty
and
[ming

  8. 8. Create
a
diverse,
co‐crea[ve
&
engaged
Team

PEOPLE
ARE
AT
THE
CORE
OF
INNOVATION!

  9. 9. Iden[fy
cri[cal
placeholders
for
Futures
insights
in
(service)
innova[on
processes
Example: Service Design process by Stefan Moritz (2005) with critical phases and tools
  10. 10. 

powered
by
FUTURES
SPECIALISTS
HELSINKI
TRANSLOCAL
ECONOMIES



I



NEW
FOOD
ECOLOGIES



I


MODES
OF
OPEN
COLLABORATION


I



MODELS
OF
CITIZEN
ACTION
..in Europe 2027. “My Way or Highway Millie”has aesthetics, independence and freedom asher core values. She is practicing soulsearching regularly with the help of variouscoaching applications and with her personalmentor, Millie’s own guru. However, she avoidschains: Millie has continuously variousprojects going on. It is true that she doesn’thave a stable income flow, but she does notstress about it that much. As everything isabout co-existence, she doesn’t have aphysical workplace. Instead, Millie has a co-working space. She is not active in politics;Neither she is an idealistic. Whatever shedoes is based strongly on her special skillsand hobbies that give her some continuity, aswell as her active social life..IMMERSED
FUTURE
PERSONA
PERSONA
FOCUSED
SCENARIO
PERSONA
 SCENARIO
Be
candid:
Combine
tools
of
Futures
Research
and
Service
Design

  11. 11. FORESIGHT
AND
SERVICE
DESIGN
BOOST
DYNAMIC
CAPABILITIES
IN
SERVICE
INNOVATION
FORTHCOMING
BOOK
CHAPTER
IN
“HANDBOOK
OF
SERVICE
INNOVATION”
(SPRINGER)
IN
EARLY
2014
by
Ojasalo
K.,
Koskelo
M.
&
Nousiainen
A.K.
BUSINESS
OPPORTUNITIES
 FUTURES
&
FORESIGHT
SERVICE
DESIGN

  12. 12. 
“Service
Design
and
Futures
Research
together
ensure
sustainable
and
successful
business,
because
they
provide
crea[ve
and
evalua[ve
tools
for
PEOPLE
FOCUSED
innova[on
through
effec[ve
visual
and
an[cipatory
stories,
by
means
of
co‐crea[ve
and
adap[ve
research
methods,
as
well
as
itera[ve
process
that
nurture
the
unthinkable
and
thus,
prepare
businesses
for
the
future
and
make
them
to
stand
out
as
FORERUNNERS.”
Be
a
forerunner:
Create
your
own
Vision
and
Future
Path

  13. 13. Thank
you!
/
At
your
service!
Minna
Koskelo
Business
Designer,
Futures
Thinking
lecturer
at
Laurea
University
of
Applied
Sciences
E‐mail:
minna.koskelo@gmail.com
/
fi.linkedin.com/in/minnakoskelo/

Anu
K.
Nousiainen
Value
&
Business
Designer,
Futures
Thinking
lecturer
at
Laurea
University
of
Applied
Sciences
E‐mail:
nuflow.anuk@gmail.com
/
fi.linkedin.com/in/anuknousiainen/
.



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