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.

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

2. Service
Design
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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
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4. Evidence that
Service Design
is a big thing
in Finland
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5. ?
Evidence that Service Design is a big thing in Finland
Missing statistics
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6. “Service Design”
FIN
2900
UK
170
200x
Evidence that Service Design is a big thing in Finland
Google Keyword Analysis:
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7. Why Service Design
has especially adapted
well in Finland?
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8. Why Service Design has especially adapted well in Finland?
Improving competitiveness
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9. Why Service Design has especially adapted well in Finland?
Raising expectations
Improving competitiveness
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10. Why Service Design has especially adapted well in Finland?
Raising expectations
Safeguarding the welfare society
Improving competitiveness
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11. Why Service Design has especially adapted well in Finland?
Raising expectations
Safeguarding the welfare society
Improving competitiveness
Digitalisation as a megatrend
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12. Why Service Design has especially adapted well in Finland?
Culture fit environment
for Service Design
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13. Why Service Design has especially adapted well in Finland?
Non-hierarchical
culture
Culture fit environment for
Service Design
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14. Why Service Design has especially adapted well in Finland?
Popularity of
collective voluntary
work
Non-hierarchical
culture
Culture fit environment for
Service Design
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15. Why Service Design has especially adapted well in Finland?
Good foundation
to build on
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16. Why Service Design has especially adapted well in Finland?
Strong design
tradition
Good foundation
to build on
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17. Why Service Design has especially adapted well in Finland?
Strong design
tradition
Top-notch research
and education
Good foundation
to build on
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18. Supporting acts
spreading
Service Design
in Finland
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19. Supporting acts spreading Service Design in Finland
Creating Service
Design vocabulary
in Finnish
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20. Supporting acts spreading Service Design in Finland
Creating Service
Design vocabulary
in Finnish
Spreading the
message
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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
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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
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25. Supporting acts spreading Service Design in Finland
Impactful promotional
programs
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26. Key learnings for
embedding
Service Design
at Your country
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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