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. 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
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?
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?
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
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.
powered by FUTURES SPECIALISTS HELSINKI Unique approaches are powerful together: Context (Futures Research) + People (Service Design)
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
Create a diverse, co‐crea[ve & engaged Team PEOPLE ARE AT THE CORE OF INNOVATION!
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
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
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
“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
Thank you! / At your service! Minna Koskelo Business Designer, Futures Thinking lecturer at Laurea University of Applied Sciences E‐mail: firstname.lastname@example.org / ﬁ.linkedin.com/in/minnakoskelo/ Anu K. Nousiainen Value & Business Designer, Futures Thinking lecturer at Laurea University of Applied Sciences E‐mail: nuﬂow.email@example.com / ﬁ.linkedin.com/in/anuknousiainen/ .