Presentation @ Seoul, Korea IASRD 2009 Conference

1. Prototyping Social Design
in Finland and Namibia
Service Design as a Method for
Designing Services for Wellbeing
Picture: Kuopio Academy of Design
Satu Miettinen
Savonia University of Applied Sciences,
Kuopio Academy of Design
Finland
satu.a.miettinen@savonia.fi

2. Goals of the paper
> Service design methods for
wellbeing
> The process of innovating user
orientated service concept for
wellbeing
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

3. Service design process
> Service needs, new ideas and ways to utilise
technology are encountered when the customer
and the end users participate in the design
process.
> Visualizing the service experience and different
methods for experience prototyping are
important part of product development process.
> These methods offer a fast and competitive way to
realize new customer-orientated service
products.
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

4. Service designer
> Emphasis on strong social skills,
empathy for the users, creativity and
visual thinking.
> Design thinking has the ability to
create concepts, solutions and future
service experiences for users.
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

5. Co-creation methods
in two projects:
> Social design development case with
Namibian women who are producing
crafts products for local tourism
market
> Service development case of a
product that supports children’s self-
esteem at Kunnonpaikka rehabitation
centre
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

6. Service design process
1) Understand the service design challenge: users,
business environment and applicable technologies
2) Observe, profile, create empathy for the users
3) Participate with the users
4) Be visual during the whole process
5) Create ideas, prototype, evaluate and improve! >
iterative process
6) Include the clients and the users in the process
7) Phases include implementing, maintaining and
developing the services
8) Remember the business realities!
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

7. NAMIBIAN CRAFTS WOMEN AND
CREATIVE TOURISM
EXPERIENCE
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

8. CREATIVE TOURISM
> This process is actively corporeal and multi-sensing, not
only visual. About learning a new cultural skill also
participating in clultural activity in broader definition.
> Creative tourism has effects on both the host (service
provider) and the guest (user). For the host it gives the
means to resist the predominant modes and power
structures of tourism.
> The local community members can redefine their roles and
represent themselves as members of a modern, dynamic
society. This has an empowering effect on the identity
construction and self-esteem of the local community. It also
has economic effects.
> Creative tourism as such is very much a community-based
tourism effort.
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

9. 20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

10. 20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

11. CO-CREATION
> Designers and local women working together with ceramics
production
> Engagement in creative crafts processes helped the
participants connect and learn from each other’s lifestyles.
> Co-production of the service characterizes the creative
tourism experience. Working with the local artisans
simultaneously empowers both the local crafts people and
the visitors.
> Co- experiencing in turn characterizes the creative tourism
experience. This feature was constructed through an inter-
personal experience of authenticity, which included also the
local artisans, not only the visitors.
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

12. KUNNONPAIKKA AND
IMPROVING CHILDREN’S
SELF-ESTEEM
20/10/2009 Design for social inclusion and social
Photo: Niina Talaslahti
sustainability, IASDR 2009, Korea

13. Developing a new
service product
> New type of product for the
rehabilitation centre
> Need to learn to know more about
the customer segment
> Need to develop service design
process at the rehabitation centre
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

14. Traditional and
Innovative methods
with the stakeholders
1) Context mapping with the staff of the
rehabilitation centre and the users
(children)
2) Visualising the future service
(scenario-based design)
3) Participating the users (experience Photo: Niina Talaslahti
prototyping)
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea

15. What did I learn?
> With the local communities methods need to be
hands on and the commitment long term. I have
worked with Namibia since 2000, the next project
in July-August 2010
> The iteration processes in the service
development needs to be taken far enough to to
really develop a feasible service
> Methods work and have been tested but need to
be further developed, documented and made part
of the company’s or a community’s general
practise
20/10/2009 Design for social inclusion and social
sustainability, IASDR 2009, Korea