The document discusses embracing human-centric growth through holistic design. It promotes adopting a designer's mindset and using design thinking, which focuses on understanding human experiences. It argues that holistic design can benefit organizations by making everyone agents of change focused on customers. The document outlines the four landscapes of holistic design: visionary, strategic, tactical, and operational. It provides examples of tools that can be used within each landscape to help align an organization and realize its vision and strategy through practical actions.

1. Embracing human-
centric growth with
holistic design
Hosts: Ulla Koho, Juho Paasonen

3. neat trick!
Here’s a
Before we begin…

4. A hive-mind way of
sharing your insights
with the rest of the
audience
#BEFORE_WE_BEGIN
The Wall of Insight
Remember Rethink
Study A-ha!

5. (and why care)
On design

6. Everything that
doesn’t grow in nature
was purposefully
designed by someone.
#WHY_CARE_ABOUT_DESIGN
Let’s start with a reality check:

7. Your work will always be
experienced somehow, even
if you wouldn’t pay attention to it.
…and without proper focus, that experience
is not likely to be great.
#WHY_CARE_ABOUT_DESIGN

8. If human experience is the
what, then design is the how.
A gross, but useful, over-simplification:
#WHY_CARE_ABOUT_DESIGN

9. Conceptual Functional
Design
Thinking
#WHY_CARE_ABOUT_DESIGN

10. #WHY_CARE_ABOUT_DESIGN
Experiment
We can all benefit from the designer’s mindset!
Design Thinking is a constant loop that focuses you on the why
Learn from your actions
Sandbox Ideate
Empathize Prototype Gather
evidence

11. If fluffy human stuff doesn’t convince you,
then there’s always money:
#WHY_CARE_ABOUT_DESIGN
Customer
experience leaders
grow revenues
4-8% above their
market.
Customer-centric
companies are 60%
more profitable than
companies that don’t
focus on customers.
Companies who best
utilize design grow
their revenues nearly
twice the rate of
industry counter-
parts.
84%
of organizations
working to improve
CX report an
increase in revenue.
Bain & Company Deloitte McKinsey Dimension Data
+ all kinds of smart people, who
have actually tried it for real
” ” ” ”

12. Design?
Holistic
Remember to make use of the
Wall of Insight!

13. #HOLISTIC_DESIGN
Holistic design is a frame
of mind to make everyone
in your organization
agents for human-driven
change.
Adapting to the new context through design:

14. Critical
customer
journeys
OKRs lifecycle
thinking vision
narratives
CX metrics
frameworks
#HOLISTIC_DESIGN
A specific approach to
experience design +
a bunch of practical tools
that anyone can use
No, but, like, what is it really?

15. #HOLISTIC_DESIGN
The four landscapes
A structured way of thinking like a holistic designer
Visionary Strategic Tactical Operational
Futures
thinking
Human-
driven
strategy
Journeys
&
lifecycles
Human-
driven
leader-
ship New
capabilities
Re-
thinking
your
future
Play-
books,
tools,
training
Services
&
Products
Vision
narratives
Road-
maps
Metrics

16. #HOLISTIC_DESIGN
The story you narrate
based on which future
scenarios you choose
to believe in.
Visionary landscape

17. 2014 2015 2016 2017 2018 2019 2020 2021 2022
2013
“We’re not political.”
“Companies are obviously a
part of the society”
Degree
of
business
involvement
Equal marriage
rights
in Finland
Covid-19
Beijing
Olympics
Rise (and fall) of
Neo-Nazis in Finland
FIFA
World Cup
Qatar
Tokyo
Olympics
Refugee crisis
#MeToo
War in Ukraine
IPCC report
in 2018
Visionary tools: futures thinking
Black Lives Matter

18. #HOLISTIC_DESIGN
The plans you make to align
everyone around the chosen
scenario: cultural transformation,
customer profiles, journeys,
processes, lifecycles…
Strategic landscape

19. #HOLISTIC_DESIGN
Strategic tools: Critical Customer Journeys
Gently bending your entire organization to empathize (like Google does)

20. #HOLISTIC_DESIGN
The steps you actually
take towards a scenario:
training, templates, objects,
digital UI, stories, pictures…
Tactical landscape

21. #HOLISTIC_DESIGN
Tactical tools: CX Playbooks
Practically spreading the culture of human-centricity

22. #HOLISTIC_DESIGN
The skills you need to
teach yourself and the
people around you to
realize your path.
Operational landscape

23. #HOLISTIC_DESIGN
Endgame: feeding both the Evolution and the Revolution
Dream big, then reverse-engineer to today to create a roadmap
Revolution
Evolution
This is where you dream big
This is where you make daily impact to the human experience
Insight
Planned launch
Foresight

24. practical
Getting

25. Three myths to be
debunked for better
holistic design
#GETTING_PRACTICAL

26. Myth #1:
The data will tell
us what to do!
Right or wrong, it depends on the data.
1
#GETTING_PRACTICAL

27. Actual realized data,
historical perspective
Market study
Benchmarking
Data & analytics,
Machine learning
Broader context and vision
Trends
Cultural drivers and insight
Experimentation
Deep understanding
on current state
Interview and observation tools
Naturally occurring data
Business insight and modeling
Big Data
Thick
Data
Wide
Data
#GETTING_PRACTICAL

28. Myth #2:
Internal insight
is enough!
2
Always wrong!
#GETTING_PRACTICAL

29. Case Spotify
User-testing the new lite
version revealed how
incomprehensive the
whole concept was for
the real user. And why?
#GETTING_PRACTICAL

30. Transformation projects are like this.
Case Lumo
#GETTING_PRACTICAL

31. Myth #3:
We’ve got all the
must-haves covered!
3
Less is more. There’s no faster expanding
cemetary than that of unused processes,
channels, and features.
#GETTING_PRACTICAL

32. #GETTING_PRACTICAL
Case Veikkaus:
Towards world-class customer
experience with the right tools
(and processes to support
them), right content, and right
user paths.

33. #GETTING_PRACTICAL
From all the must-haves, Veikkaus needed
three tools:
Canvas to share goals
Metrics to understand CX
Calendar to create an overview

34. Good experience = good business
The designer’s mindset
The right insight
The service journeys that matter
Structured approach to culture
Practical tools for everyone
Time for a Q&A!
#THANK_YOU!
In summary:

35. The new context of reporting
The time to gear up on investor
relations is now
The PR and Comms mixtape
The Societal Marketing and
Comms checklist
Workshop: from scenario work to
strategy and practice
This is a session that will introduce you to scenario
thinking through existing work for the Nordic markets.
It includes an interactive part for reflecting the
outcome of some very different futures on your own
strategy and work.
Location: Tori
Hosts: Risto E.J. Penttilä, Katri Makkonen, Varpu
Varpela
What does situational awareness mean for marketers
and communicators? Learn from past cases and
dissect the future as we explore how companies, the
public sector and NGOs can attach themselves to
relevant societal phenomena in inspiring and
responsible ways.
Location: Kirnu
Hosts: Mikko Hakkarainen, Minttu Aarniovuori
Raging pandemic. Green transition. War in Europe.
The rise of disinformation. Brands and companies
have been forced to constantly evaluate how to
position themselves in a changing world. What values
to communicate, which channels to use, how to
collaborate with journalists and what trends to pay
attention to in social media?
Location: Break room
Hosts: Oona Pääskynen, Ilona Haahtela
Just when we thought the dust was settling, another
shocking crisis. In a world of uncertainty and risk, it’s
more important than ever to attract and engage – and
understand that private investors may well be
your new best friend. We give you the why, what, and
how + a story template to put our tips to practice.
Location: Hakaniemi
Hosts: Iris Nevanlinna, Tero Huovinen, and special
guest Tomi Lahti (aka @zijoittaja)
The most impactful annual and sustainability
reporting in history will be conducted in the coming
years. We will discuss key learnings from over 100
reports from the last reporting season and guide you
to begin creating the structures of tomorrow.
Location: Sörnäinen
Hosts: Camilla Linniemi, Johanna Talvela
Workshop:
From insight to idea
Future-proofing your business
with anthropology
Turning west – what are the
opportunities in Sweden, EU and
the US
The Urban Affairs playbook
Embracing human-centered
growth with holistic design
Ever wondered how and why digital native
companies like Google and Zalando lead their
business through customer experience? This is a
relaxed and inspiring dialogue on how embracing a
holistic approach to design generates more value for
your team, customers, and maybe even society.
You’ll walk away with your head full of ideas and your
back pocket filled with practical tools for planning and
measuring your CX goals, embedding a human-
centered culture in your organization, and seizing the
right opportunities for maximum positive human
impact.
Location: Offsite
Hosts: Ulla Koho, Juho Paasonen
What do cities mean when they talk about the 15-
minute city? Future of housing? Energy transition?
Sustainability? And how does it affect your business?
Cities are enablers, collaborators and sometimes
competitors. For businesses they are powerful
platforms – this session is about how to work with
and in cities.
Location: Stage
Hosts: Jan Vapaavuori, Sanna-Mari Jäntti, Pärtel-
Peeter Pere
The Russian market has collapsed, and the West is
waking up to new challenges. If globalization was hit
hard by the pandemic, it’s nothing compared to the
effects of the war in Ukraine. Rising energy prices,
food security concerns, resource dependency and
sanctions are setting the political scene in different
capitals. How has the communications landscape
changed? Are there new solutions to be found in the
west? How to seize the momentum in Sweden, EU
and the U.S.? Miltton’s experts from Stockholm,
Brussels and Washington D.C. give their insights and
advice on how to navigate the new reality and grasp
new opportunities.
Location: Vidi
Hosts: Laura Kyyrö, Kristiina Helenius, Maria
Wetterstrand
How can your business become more meaningful to
people in this rapidly changing world? Anthropology
helps businesses to build resilience and relevance by
focusing on what is intrinsically human. It is an
increasingly important capability and mindset in
creating meaningful strategy, purpose, value, and
marketing.
Location: Front of library
Hosts: Viola Strandberg, Thérèse Cedercreutz
The world needs rapid positive change through
impactful action. But how do you do it? Why do some
brands make it, while others crash and burn in the
process? There are several strategic and creative
things to consider. We will guide you through our
process of finding relevant insights to build impactful
brands and campaigns.
Location: Library
Hosts: Elina Niemistö, Evilda Nikander
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