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Satu Miettinen, Juha Miettinen, Antti Kares, Raisa Leinonen and Timo Sirviö
    Kuopio Academy of Design, Savonia University of Applied Sciences
                                 Finland

                     P.O. BOX 98, FIN -70101 KUOPIO
                      Email: office@designkuopio.fi




                                             "DE-SME - Intelligent Furniture - Training for Design,
                                             Environment and New Materials in SMEs"
                                             Agreement n. 2009 - 2196 / 001 - 001
Tools for co-creation and user-
        centered design

       Satu Miettinen
TP2 - Service design
TP2 - Service design
”Businesses and public services
alike face huge change in the new
information era. They need to
shift their emphasis back – to
what people really want.”
TP2 - Service design
Service design is about developing services
with design methods and business thinking.
Service experience is designed to respond to
the user needs and business goals of the
service provider.
Designing the interaction between service
provider and end-user with the use of
creative processes and methods.
HCD
Human Centered Design




                        Stanford D -school
TP2 - Service design
TP2 - Service design
Combines creative thinking and
organisational skills.

Visualizes and concretizes an abstract
service process. This enables
stakeholders to work and have views on
the process.

Co-ordinates different phases of a
service design process.
Kunnonpaikka Rehabilitation Centre: Case children’s wellbeing. Visualized service moment
Niina Talaslahti
TP2 - Service design
TP2 - Service design
The concept of user experience in design includes
the needs, emotions and experiences of users and
the products that contribute to the experience.
User experience is shaped by the characteristics of
the user (personality, skills, background, cultural
values and motives) as well as those of the product
(shape, texture, colour and behaviour). Physical
actions and perceptual and cognitive processes
(perceiving, exploring, using, remembering,
comparing and understanding) will contribute to the
experience. It is further influenced by the context of
interaction (physical, social, economic).
Developing Viretori service for elderly: Co-creation with the users.
Elisa Heikkilä
TP2 - Service design
“Design thinking” – a methodology that
imbues the full spectrum of innovation
activities with a human-centered design
ethos. Innovation is powered by a thorough
understanding, through direct observation,
of what people want and need in their lives
and what they like or dislike about the way
particular products are made, packaged,
marketed, sold, and supported.
Experience prototyping at Louhos, Tahko
Katja Sorvali
Service design is always focusing
on business plan. Where is the
added value and €?
Viretori service for elderly: consept design of the service
Emmi Hakala
TP2 - Service design
Differentiating the service
Increacing the productivity: making internal processes
more efficient and usable
Understading the user needs
Identifying the business pontential: understanding
latent needs enables radical concepts
Improving the customer satisfaction: increasing
customer satisfaction, recommendation and loyality
Speeds up the service design process
Visuality and concreteness enables communication
Kunnonpaikka Rehabilitation Centre: Case children’s
wellbeing Co-creation with children.
Nina Talaslahti
TP2 - Service design
1) Developing existing service system
   or different service channels (web,
   at the desk, through phone)
2) Developing new services
3) Creating a service startegy:
   developing a service system that
   follows the company’s vision
Iskelmäniityt: visualizing the customer journey
Elina Piukkula
TP2 - Service design
UNDERSTANDING THE CUSTOMER
                               (customer insight):
                             Understanding the context,
                            needs, empathy for the user,
                          ideas, possibilities, opportunities
                           IDENTIFYING THE NEEDS FOR
                          CONCEPT DESIGN, IDENTIFYING
                          NEW BUSINESS OPPORTUNITIES
                             TOOL: VISUAL AND VERBAL
                               CUSTOMER PROFILE


  PROTOTYPING AND
    EVALUATION:
  Evaluating a service
concept, how to develop
further, implementation
          plan?
 EVALUATION OF THE                                   SERVICE CONCEPT :
  SERVICE CONCEPT                             IDENTIFYING AND VISUALIZING
                                               NEW SERVICE WHAT, HOW, TO
                                               WHOM, WHAT IS THE ADDED
                                                VALUE IN THE NEW SERVICE
                                                 TOOL FOR DEVELOPMENT
                                               TEAM, STAKEHOLDERS and the
                                                        END USER
UNDERSTANDING PHASE:
Understanding the customer phase: the
aim of increasing customer understanding
and raise the service development ideas:
observation, user stories, context
mapping, drama techniques, Design
Probes, mystery shopping, taking the
user's position.

• Method: Generative design research,
empathic design and design ethnography
Developing Open Daycare Service at the City of Kuopio
Visualized customer journey (based on shadowing)
Riitta Junnila-Savolainen
Developing Open Daycare Service at the City of Kuopio
Co-creation with the users and the staff
Sanna Sutinen ja Reetta Kerola
Developing Open Daycare Service at the City of Kuopio
Co-creation with the users and the staff.
Sanna Sutinen ja Reetta Kerola
TP2 - Service design
Käyttäjälähtöinen aulatila Cumulus   Käyttäjälähtöinen aulatila Cumulus
Anette Hiltunen                      Anette Hiltunen
Coustomer profile
Reetta Kerola ja Anette Hiltunen
CONCEPT DESIGN PHASE: Ideas are
worked out into service concepts and
presented through storyboard, animation,
concrete model. Needs of the both groups
are combined in the phase to create a
customization concept in a more general
level.
• Method: The visualization methods,
product concept design.
Hudle Oy: Kuopio Channel
Olli Happonen
Hudle Oy: Kuopio Channel
Olli Happonen
PROTOTYPING AND EVALUATION PHASE:
further development using various
modeling techniques: sketches, models,
videos, experimental model (prototype).
In this way customization service concept
is developed in customer orientated way

• Method: Evaluative Research Design
Developing Viretori service for elderly:
Evaluating the touchpoints with Service Fellow
Reetta Kerola
This project has been funded with support from the European Commission. This publication
     reflects the views only of the author, and the Commission cannot be held responsible for any
     use which may be made of the information contained therein.




13.3.2012                                                                                           42

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TP2 - Service design

  • 1. Satu Miettinen, Juha Miettinen, Antti Kares, Raisa Leinonen and Timo Sirviö Kuopio Academy of Design, Savonia University of Applied Sciences Finland P.O. BOX 98, FIN -70101 KUOPIO Email: office@designkuopio.fi "DE-SME - Intelligent Furniture - Training for Design, Environment and New Materials in SMEs" Agreement n. 2009 - 2196 / 001 - 001
  • 2. Tools for co-creation and user- centered design Satu Miettinen
  • 5. ”Businesses and public services alike face huge change in the new information era. They need to shift their emphasis back – to what people really want.”
  • 7. Service design is about developing services with design methods and business thinking. Service experience is designed to respond to the user needs and business goals of the service provider. Designing the interaction between service provider and end-user with the use of creative processes and methods.
  • 8. HCD Human Centered Design Stanford D -school
  • 11. Combines creative thinking and organisational skills. Visualizes and concretizes an abstract service process. This enables stakeholders to work and have views on the process. Co-ordinates different phases of a service design process.
  • 12. Kunnonpaikka Rehabilitation Centre: Case children’s wellbeing. Visualized service moment Niina Talaslahti
  • 15. The concept of user experience in design includes the needs, emotions and experiences of users and the products that contribute to the experience. User experience is shaped by the characteristics of the user (personality, skills, background, cultural values and motives) as well as those of the product (shape, texture, colour and behaviour). Physical actions and perceptual and cognitive processes (perceiving, exploring, using, remembering, comparing and understanding) will contribute to the experience. It is further influenced by the context of interaction (physical, social, economic).
  • 16. Developing Viretori service for elderly: Co-creation with the users. Elisa Heikkilä
  • 18. “Design thinking” – a methodology that imbues the full spectrum of innovation activities with a human-centered design ethos. Innovation is powered by a thorough understanding, through direct observation, of what people want and need in their lives and what they like or dislike about the way particular products are made, packaged, marketed, sold, and supported.
  • 19. Experience prototyping at Louhos, Tahko Katja Sorvali
  • 20. Service design is always focusing on business plan. Where is the added value and €?
  • 21. Viretori service for elderly: consept design of the service Emmi Hakala
  • 23. Differentiating the service Increacing the productivity: making internal processes more efficient and usable Understading the user needs Identifying the business pontential: understanding latent needs enables radical concepts Improving the customer satisfaction: increasing customer satisfaction, recommendation and loyality Speeds up the service design process Visuality and concreteness enables communication
  • 24. Kunnonpaikka Rehabilitation Centre: Case children’s wellbeing Co-creation with children. Nina Talaslahti
  • 26. 1) Developing existing service system or different service channels (web, at the desk, through phone) 2) Developing new services 3) Creating a service startegy: developing a service system that follows the company’s vision
  • 27. Iskelmäniityt: visualizing the customer journey Elina Piukkula
  • 29. UNDERSTANDING THE CUSTOMER (customer insight): Understanding the context, needs, empathy for the user, ideas, possibilities, opportunities IDENTIFYING THE NEEDS FOR CONCEPT DESIGN, IDENTIFYING NEW BUSINESS OPPORTUNITIES TOOL: VISUAL AND VERBAL CUSTOMER PROFILE PROTOTYPING AND EVALUATION: Evaluating a service concept, how to develop further, implementation plan? EVALUATION OF THE SERVICE CONCEPT : SERVICE CONCEPT IDENTIFYING AND VISUALIZING NEW SERVICE WHAT, HOW, TO WHOM, WHAT IS THE ADDED VALUE IN THE NEW SERVICE TOOL FOR DEVELOPMENT TEAM, STAKEHOLDERS and the END USER
  • 30. UNDERSTANDING PHASE: Understanding the customer phase: the aim of increasing customer understanding and raise the service development ideas: observation, user stories, context mapping, drama techniques, Design Probes, mystery shopping, taking the user's position. • Method: Generative design research, empathic design and design ethnography
  • 31. Developing Open Daycare Service at the City of Kuopio Visualized customer journey (based on shadowing) Riitta Junnila-Savolainen
  • 32. Developing Open Daycare Service at the City of Kuopio Co-creation with the users and the staff Sanna Sutinen ja Reetta Kerola
  • 33. Developing Open Daycare Service at the City of Kuopio Co-creation with the users and the staff. Sanna Sutinen ja Reetta Kerola
  • 35. Käyttäjälähtöinen aulatila Cumulus Käyttäjälähtöinen aulatila Cumulus Anette Hiltunen Anette Hiltunen
  • 36. Coustomer profile Reetta Kerola ja Anette Hiltunen
  • 37. CONCEPT DESIGN PHASE: Ideas are worked out into service concepts and presented through storyboard, animation, concrete model. Needs of the both groups are combined in the phase to create a customization concept in a more general level. • Method: The visualization methods, product concept design.
  • 38. Hudle Oy: Kuopio Channel Olli Happonen
  • 39. Hudle Oy: Kuopio Channel Olli Happonen
  • 40. PROTOTYPING AND EVALUATION PHASE: further development using various modeling techniques: sketches, models, videos, experimental model (prototype). In this way customization service concept is developed in customer orientated way • Method: Evaluative Research Design
  • 41. Developing Viretori service for elderly: Evaluating the touchpoints with Service Fellow Reetta Kerola
  • 42. This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 13.3.2012 42