Mikko Koivisto: How Service Design became a big thing in Finland

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In Finland service design is by all accounts huge. It is a widely spread competence area and its benefits are recognised widely across most industries. Virtually all major companies and organisations in public sector use service design, there are multiple study programs for service design available (even for school children), and academia does top-notch research in service design. Service design is even included in the government programme in Finland. How has all this been achieved in just ten years? Learn how service design was scaled up in Finland, what things have been done right and what things could have been done even better.

Design

Service
Design
Andreas Pattichis, Service Designer, Idean Enterprises Oy
Tarja Chydenius, Senior Lecturer, Laurea. Laurea University of Applied Sciences
Jaana Komulainen, SDN Chapter Representative Finland
Tuuli Mattelmäki, Professor, Aalto University
Salla Heinänen, Executive Director, The Finnish Association of Designers Ornamo
Laura Franck, Client Service Director, Hellon
Juha Kronqvist, Lead Service Designer & Design Director, Hellon
Elisabeth Pesola, Competence Manager, Aalto EE
Jaakko Wäänänen, CEO, Hellon
Harri Matias Nieminen, Service Design Lead, OP Financial Group
Anni Leppänen, Lead Experimentalist, D9 team, State Treasury
Maria Leinvuo, Service Design Expert, D9 Team, State Treasury
Katri Lehtonen, Ministerial Adviser, Ministry of Economic Affairs and Employment
People interviewed to this presentation
Copyright Hellon. All rights reserved.

Evidence that
Service Design
is a big thing
in Finland
Copyright Hellon. All rights reserved.

?
Evidence that Service Design is a big thing in Finland
Missing statistics
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“Service Design”
FIN
2900
UK
170
200x
Evidence that Service Design is a big thing in Finland
Google Keyword Analysis:
Copyright Hellon. All rights reserved.

Why Service Design
has especially adapted
well in Finland?
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Improving competitiveness
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Raising expectations
Improving competitiveness
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Raising expectations
Safeguarding the welfare society
Improving competitiveness
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Culture fit environment
for Service Design
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Non-hierarchical
culture
Culture fit environment for
Service Design
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Popularity of
collective voluntary
work
Non-hierarchical
culture
Culture fit environment for
Service Design
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Good foundation
to build on
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Strong design
tradition
Good foundation
to build on
Copyright Hellon. All rights reserved.

Why Service Design has especially adapted well in Finland?
Strong design
tradition
Top-notch research
and education
Good foundation
to build on
Copyright Hellon. All rights reserved.

Supporting acts
spreading
Service Design
in Finland
Copyright Hellon. All rights reserved.

Supporting acts spreading Service Design in Finland
Creating Service
Design vocabulary
in Finnish
Copyright Hellon. All rights reserved.

Supporting acts spreading Service Design in Finland
Creating Service
Design vocabulary
in Finnish
Spreading the
message
Copyright Hellon. All rights reserved.

Supporting acts spreading Service Design in Finland
Creating Service
Design vocabulary
in Finnish
Spreading the
message
Perseverance of
selling Service
Design Copyright Hellon. All rights reserved.

Supporting acts spreading Service Design in Finland
Impactful promotional
programs
Copyright Hellon. All rights reserved.

Key learnings for
embedding
Service Design
at Your country
Copyright Hellon. All rights reserved.

Key learnings for embedding Service Design at Your country
Key steps to follow:
1. Raise awareness

Key learnings for embedding Service Design at Your country
Key steps to follow:
1. Raise awareness
Share openly
Avoid jargon
Break out of the design bubble
Public sector should lead the way

Key learnings for embedding Service Design at Your country
Key steps to follow:
2. Educate professionals

Key learnings for embedding Service Design at Your country
Key steps to follow:
3. Support organisations
to transform

Key learnings for embedding Service Design at Your country
Key steps to follow:
4. Proof impact

Key learnings for embedding Service Design at Your country
Key steps to follow:
1. Raise awareness
2. Educate professionals
3. Support organisations to transform
4. Proof impact

Key learnings for embedding Service Design at Your country
Recognised challenges:
A shortage of Service Design experts
Service Design in Finland means a lot
more than just designing services

mikko.koivisto@hellon.com
#wearehellon
@wearehellon Mikko Koivisto
Lead Service Designer
Hellon

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Workshop | Planet Centric Impact Mapping As designers, we are part of creating or redesigning products and services for real people, that will experience them. Even if we don´t think about it, each decision we make will affect someone, and too often we have a narrow perspective on who that someone is. In this workshop, you will learn more about the unintended consequences of design, and who it is important to reflect on the unintended consequences of design for people, society and the planet. So, how do we become more aware of the potential and the power within each decision? Using a real project case, and split into groups, Idun Aune and Emily Lin will introduce some concrete tools on how to investigate the impact, positive or negative, of your concept. They will then teach you how to build impact strategies to address these impacts; either to reduce negative ones or enhance positive ones. By the end of the workshop, you will be more aware of, and equipped to take responsibility for what you create, and control how you use design.

Virtual SDGC20 Workshop | Oct 23, 2020 | Planet centric impact mapping

Service Design Network

Workshop | Dungeons and (Service) Designers: Play-Based Worldbuilding With Research PlayBase is a game/workshop format that allows participants to speculate on possible situations and take on different skillsets to problem-solve as a team. In this workshop Kokaew Wongpichet and Molly Oberholtzer are taking participants through the session from characters creation, game session and reflections on design application.

Virtual SDGC20 Workshop | Oct 23, 2020 | Dungeons and designers play base

Service Design Network

Workshop | Control Wars: A Participatory Worldbuilding Game The virtual edition of SDGC20 Control Wars (CW) Game will offer participants a means to shape tomorrow by engaging with systems change, plural social imaginaries and narrative pathways for transition through embodied play. Grace Turtle will introduce ways in which CW tools and techniques can be used to step outside the limitations of bounded rationality to explore the unknown and collaboratively model alternative and more sustainable ways of being, that directly respond to the various crisis edging on our present.

Virtual SDGC20 Workshop | Oct 23, 2020 | Control Wars

Service Design Network

Talk | Trust as a Design Material Great products build on great relationships. Great relationships are built on trust. Trust is what allows us as humans to make decisions. For every experience we deliver, trust is an integral part of every interaction we design. In this talk Louise Vittrup ill explore perspectives in trust throughout the design process. How can we work with the grain of trust and ethics in order to create a more trustworthy future, more engaging experiences, and deepen our relationship with our customers?

Virtual SDGC20 | Oct 22 23, 2020 | Trust as a design material

Service Design Network

Talk | The Consequences in Service Design Service design as an emergent discipline often focuses on what's knowable to improve systems and devise structures of change across industries. What happens when crisis strikes? Is resilience inherently part of service design? In this talk, Ron Bronson will explore the consequences of touchpoints and how research influences the lens we use to frame and measure outcomes.

Virtual SDGC20 | Oct 22 23, 2020 | The consequences in service design

Service Design Network

Talk | Service Design is Everybody's Business What if service design was everybody’s business and not only that of formally trained designers? Sustainable design relies upon partnerships with non-designers and their understanding of the value of service design is critical for success. At Kaiser Permanente, the largest nonprofit healthcare provider in the USA serving 12.5+ million patients, we are democratizing the methods and mindsets of design as a core competency to enable staff to problem solve in radically different ways, transform culture, and extend design to create lasting impact.

Virtual SDGC20 | Oct 22 23, 2020 | Service Design is everybody s business

Service Design Network

Virtual SDGC20 | Oct 22 23, 2020 | Opening Words

Service Design Network

Talk | Karma Chameleon – Getting to Grips With Culture Club How do we design a culture that works for everybody, but doesn’t try to pretend to be something that it’s not?Transformation is riddled with hurdles, barriers and blockers. When we begin on a transformation journey, how often do we ask ourselves if we need culture change or if we simply need to adapt? When we’re faced with the task of mammoth shifts in organisations, how can we bring people on the journey? How can we make sure that we use the best design thinking principles to design a culture that helps people to be themselves and deliver their best work? Let’s talk through how we can consciously design cultures to support people and to deliver the best work possible. Let’s think through the roles we need and understand the impact that culture can have at an individual, team and organisation wide level.

Virtual SDGC20 | Oct 22 23, 2020 | Karma Chameleon - getting to grips with cu...

Service Design Network

Talk | Design As Dissent Dissent has historically been a driving force behind change throughout history, bringing the voices of the under-represented out of obscurity, and challenging convention. In this talk, Carol Yung and Rubia Sinha-Roy reflect on the role dissent has played in their journeys as service designers, and ultimately, as agents of change. They’ll share insights on how they’ve learnt to harness dissent to activate change and how they’ve used acts of dissent to deliver interventions that create a better future.

Virtual SDGC20 | Oct 22 23, 2020 | Design as dissent

Service Design Network

In this talk, Gordon Ross will discuss different partnership models that exist between organizations and consultants collaborating on service design initiatives. He will reflect on his experience as a service design consultant across a wide range of private and public sector projects, highlighting challenges faced along the way. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

Power and Service Design: Making Sense of Service Design's Politics and Influ...

Service Design Network

Clara Bidorini, speaks at SDGC19. Clara Bidorini is a social entrepreneur and strategic designer. She coordinates Corporate Acceleration and Organizational Innovation Programs at Kyvo, and teaches Strategic and Business Design in Brazil. Often misunderstood among entrepreneurs, Service Design has proved to be a relevant approach to help corporations and startups to craft solutions together and improve dialogues within their ecosystems. From blockchain to beauty market, the method has proved to be successful not only in leading startups to seek deeper validation of their hypotheses, but also in convincing corporations to pursue data oriented solutions, instead of the usual dogmas. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

Clara Bidorini | The Missing Framework Between Startups and Corporations | Kyvo

Service Design Network

Evolution of the Double Diamond | Cat Drew | Design Council

Service Design Network

Annemarie Lesage, a current lecturer from HEC-Montréal, speaks at SDG19 in Toronto. Design thinking is great, but it will not magically transform an organization from product to service provider (... i.e. the next UBER!). For DT to deliver, the divergent and convergent ideation phases need to both be optimized. This presentation, based on academic research and practical case studies, is about the DT challenges we met while accompanying organisations in this evolution toward providing services: Making sure the divergent phase was really divergent and the convergent phase indeed converged towards innovative, realistic win-wins. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

Play & Work: How Tangibles Offset Design Thinking Flaws | Annemarie Lesage | ...

Service Design Network

We often talk about the future of Service Design. What will AI bring to it? How will machine learning change our practice? But often, we lack the basic understanding of our past. What’s the first service that ever existed in history? How old is really co-creation? In this fun talk, Daniele shares key stories about the history of our field. Starting with 10,000 BC up to 2019. This little journey will show how Service Design stole ideas from psychology, politics and even philosophy. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

A Tiny Service Design History | Daniele Catalanotto | Swiss Innovation Academy

Service Design Network

John Powell from Hypergiant speaks at SDGC19 in Toronto. Despite our best intentions, contemporary design practice increases inequity, erodes privacy, and decays happiness. Human centered design methods are assumed to be inherently self-correcting and technology and data to be neutral, but this has proven to be far from true. Let's interrogate design practice and explore more ethical methods. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

We Have Met the Enemy and They Are Us | John Powell | Hypergiant

Service Design Network

Anne Van Lieren from Livework, speaks at SDGC19 in Toronto. Often customers don’t behave as organisations want, or expect them to - as the majority of people move through their services in autopilot. The past four years at Livework, we have experienced the power of infusing service design with a refined mix of behavioural economics, consumer behaviour and psychology. We have developed a unique approach that goes beyond nudging. By getting people aware at the right time we have helped a wide range of clients to create lasting impact on behaviour change. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

Customer Behaviour by Design - Influencing Behaviour Beyond Nudging | Anne va...

Service Design Network

Julie Guinn from Elseiver speaks at SDGC19 in Toronto. For designers working in complex systems environments--healthcare, finance, government and education, to name a few--success depends as much on understanding and anticipating how users will interact with a design, as on how the design will interact with the environment in which it is deployed. Failure to diagnose and address underlying system dynamics can leave even the most promising and well-intentioned ideas struggling to gain adoption, or worse, facing outright rejection. This talk will introduce the basic elements of systems, their unique characteristics and behaviours, examples of how they manifest in organisations and industries and specific implications for the design process. Finally, we'll explore a set of highly accessible methods and frameworks designers can use to navigate everyday systems complexity. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

Designing in Complexity | Julie Guinn | Elsevier

Service Design Network

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Virtual sdgc20 | oct 22 23, 2020 | full stack service designers

Virtual SDGC20 Workshop | Oct 23, 2020 | Planet centric impact mapping

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Virtual SDGC20 Workshop | Oct 23, 2020 | Control Wars

Virtual SDGC20 | Oct 22 23, 2020 | Trust as a design material

Virtual SDGC20 | Oct 22 23, 2020 | The consequences in service design

Virtual SDGC20 | Oct 22 23, 2020 | Service Design is everybody s business

Virtual SDGC20 | Oct 22 23, 2020 | Opening Words

Virtual SDGC20 | Oct 22 23, 2020 | Karma Chameleon - getting to grips with cu...

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Power and Service Design: Making Sense of Service Design's Politics and Influ...

Clara Bidorini | The Missing Framework Between Startups and Corporations | Kyvo

Evolution of the Double Diamond | Cat Drew | Design Council

Play & Work: How Tangibles Offset Design Thinking Flaws | Annemarie Lesage | ...

A Tiny Service Design History | Daniele Catalanotto | Swiss Innovation Academy

We Have Met the Enemy and They Are Us | John Powell | Hypergiant

Customer Behaviour by Design - Influencing Behaviour Beyond Nudging | Anne va...

Designing in Complexity | Julie Guinn | Elsevier

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Mikko Koivisto: How Service Design became a big thing in Finland

1. How Service Design became a big thing in Finland Mikko Koivisto | Lead Service Designer | Hellon

3. Service Design Andreas Pattichis, Service Designer, Idean Enterprises Oy Tarja Chydenius, Senior Lecturer, Laurea. Laurea University of Applied Sciences Jaana Komulainen, SDN Chapter Representative Finland Tuuli Mattelmäki, Professor, Aalto University Salla Heinänen, Executive Director, The Finnish Association of Designers Ornamo Laura Franck, Client Service Director, Hellon Juha Kronqvist, Lead Service Designer & Design Director, Hellon Elisabeth Pesola, Competence Manager, Aalto EE Jaakko Wäänänen, CEO, Hellon Harri Matias Nieminen, Service Design Lead, OP Financial Group Anni Leppänen, Lead Experimentalist, D9 team, State Treasury Maria Leinvuo, Service Design Expert, D9 Team, State Treasury Katri Lehtonen, Ministerial Adviser, Ministry of Economic Affairs and Employment People interviewed to this presentation Copyright Hellon. All rights reserved.

11. Why Service Design has especially adapted well in Finland? Raising expectations Safeguarding the welfare society Improving competitiveness Digitalisation as a megatrend Copyright Hellon. All rights reserved.

14. Why Service Design has especially adapted well in Finland? Popularity of collective voluntary work Non-hierarchical culture Culture fit environment for Service Design Copyright Hellon. All rights reserved.

21. Supporting acts spreading Service Design in Finland Creating Service Design vocabulary in Finnish Spreading the message Perseverance of selling Service Design Copyright Hellon. All rights reserved.

22. Supporting acts spreading Service Design in Finland Creating Service Design vocabulary in Finnish Spreading the message Perseverance of selling Service Design Big companies leading the way Copyright Hellon. All rights reserved.

23. Supporting acts spreading Service Design in Finland Creating Service Design vocabulary in Finnish Spreading the message Perseverance of selling Service Design Big companies leading the way Educating all possible ways Copyright Hellon. All rights reserved.

24. Supporting acts spreading Service Design in Finland Creating Service Design vocabulary in Finnish Spreading the message Perseverance of selling Service Design Big companies leading the way Educating all possible ways Funding for design experiments Copyright Hellon. All rights reserved.

27. Key learnings for embedding Service Design at Your country Key steps to follow: 1. Raise awareness

28. Key learnings for embedding Service Design at Your country Key steps to follow: 1. Raise awareness Share openly Avoid jargon Break out of the design bubble Public sector should lead the way

29. Key learnings for embedding Service Design at Your country Key steps to follow: 2. Educate professionals

30. Key learnings for embedding Service Design at Your country Key steps to follow: 3. Support organisations to transform

31. Key learnings for embedding Service Design at Your country Key steps to follow: 4. Proof impact

32. Key learnings for embedding Service Design at Your country Key steps to follow: 1. Raise awareness 2. Educate professionals 3. Support organisations to transform 4. Proof impact

33. Key learnings for embedding Service Design at Your country Recognised challenges: A shortage of Service Design experts Service Design in Finland means a lot more than just designing services

34. mikko.koivisto@hellon.com #wearehellon @wearehellon Mikko Koivisto Lead Service Designer Hellon

Mikko Koivisto: How Service Design became a big thing in Finland

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