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.
MINNA KOSKELO & ANU K. NOUSIAINENTOPIC AVAILABLE ALSO AT SIDLAUREA.com blogPRESENTED ATSID SEMINAR MARCH 14TH, 2013 @ LAUREA LEPPÄVAARA, ESPOO, FINLANDINNOBROKERIT (in Finnish) MAY 16TH, 2013 @ SIBELIUSTALO LAHTI, FINLANDTHE NEXT WAVE OF STRENGTHENING BUSINESS INNOVATION CAPABILITIES
FUTURES THINKINGDiscovers, examines, evaluatesand proposes possible, probable,and preferable futures (Bell 2009)Present as many alternatives andpoint of views as possible fordecision-making (Mannermaa 2004)Opens people’s mental models tothink different possibilities(Hiltunen 2010)Increases readiness to act (Ibid.)Offers the possibility to influencefuture (Bishop & Hines 2012)DESIGN THINKINGTranslates observations intoinsights and insights intoproducts and service solutions(Brown 2009)Innovative and adaptive: Createsmore value by better satisfyinghuman needs in the long runthan traditional ways of problemsolving (Griesbach 2010)Matches people’s needs with whatis technologically feasible andwhat a viable business strategycan convert into customer valueand market opportunity (Ibid.)What?
INNOVATION(Service)DesignThinkingFuturesResearch /ForesightBusiness opportunitiesFOCUS• Qualitative methods• Adaptive and innovative methods• Commercial business• Radical innovation• Operational impact horizon 3-10 years• Designing new value systemsOUT-OF-SCOPE• Quantitative• Traditional market research and surveys• Governments, non-profit• Incremental innovation• Decades• Individual product / service developmentWhere is Futures in Service Design & Innovation?
PRINCIPLES PROCESSES PRACTICES• Approx 150 SOURCES incl. books, articles, blogs, best practices and seminars• Over 20 PROCESSES aiming at new business offering development andinnovation• Almost 200 Service Design and Futures Thinking METHODS AND TOOLS• 10 informal discussions with local (Helsinki) Futures and Service Innovationpractitionists• Testing at LA FUTURA 2012 – an international unConference for Futures andInnovation enthusiastsResearch 2012/2013
powered by FUTURES SPECIALISTS HELSINKIUnique approaches are powerful together:Context (Futures Research) + People (Service Design)
FUTURES RESEARCH makes uncertaintyeasier to approach and understand byproviding alternative and engagingstories and thus, improvingorganizations readiness to change, takeits optimal future direction, and act.SERVICE DESIGN improves theorganizations agility to seize the changewith adaptive, innovative and empathicmethods to co-design with customersand to co-create alternative solutionsthrough rapid modeling and prototyping.Hence, both Service Design and Futures Researchprovide an optimal set of methods forRECOGNIZING NEW OPPORTUNITIES and ways toREALIZE NEW VALUE in the rapidly changing world.The BEST combination to manage Roadmapsrelated uncertainty and timing
Create a diverse, co-creative & engaged TeamPEOPLE ARE AT THE CORE OF INNOVATION!
Identify critical placeholders for Futures insightsin (service) innovation processesExample: Service Design process by Stefan Moritz (2005) with critical phases and tools
powered by FUTURES SPECIALISTS HELSINKITRANSLOCAL 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..IMMERSEDFUTURE PERSONAPERSONA FOCUSEDSCENARIOPERSONA SCENARIOBe candid:Combine tools of Futures Research and Service Design
FORESIGHT AND SERVICE DESIGN BOOST DYNAMIC CAPABILITIESIN SERVICE INNOVATIONFORTHCOMING BOOK CHAPTER IN “HANDBOOK OF SERVICE INNOVATION”(SPRINGER) IN EARLY 2014 by Ojasalo K., Koskelo M. & Nousiainen A.K.BUSINESSOPPORTUNITIES FUTURES &FORESIGHTSERVICEDESIGN
“Service Design and Futures Research together ensuresustainable and successful business,because they provide creative and evaluative tools forPEOPLE FOCUSED innovationthrough effective visual and anticipatory stories,by means of co-creative and adaptive research methods,as well as iterative process that nurture the unthinkableand thus, prepare businesses for the future andmake them to stand out as FORERUNNERS.”Be a forerunner:Create your own Vision and Future Path
Thank you! / At your service!Minna KoskeloStrategist and Futures Specialist,Futures Thinking lecturer at Laurea University of Applied SciencesE-mail: firstname.lastname@example.org / fi.linkedin.com/in/minnakoskelo/Anu K. NousiainenValue & Business Designer,Futures Thinking lecturer at Laurea University of Applied SciencesE-mail: email@example.com / fi.linkedin.com/in/anuknousiainen/.