Workshop 2/ Stefan Moritz

SERVICE DESIGN
WORKSHOP
Design Academy of Kuopio, Finland 07.-09.09 2009

TWO PARALLEL PROJECTS

LEARNING ABOUT SERVICE DESIGN

TRIAL PROJECT

SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009

MONDAY
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S E RV I C E D E SI GN WORK SHOP, KUOP IO, 07.– 09.0 9.200 9
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CALL TO ACTION! Workshop journey

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Introducing – Character Profiles


Briefing


New service concept connected with well-being & leisure
• Savonia sustain and develop further the service
• Customer Savonia university concept
– Marketing & communications
– Will give presentation on Savonia uni: about communication • Concept will also market Savonia’s multi-disciplinery
strategy and marketing on the 8th of September R&D work

• Community values in teaching and learning activities
• End users are high school and vocational school
students • Service application, channel, concept could be game,
- This group will be participated in service development during sms, web, virtual (second life), spatial > based on
the workshop on the 8th of September, Kallavesi high school
students user’s needs and desires
- Students needs, expectations, desires will work as source for
desining service concepts

• Evaluation of the service concepts
! - Savonia’s marketing unit will give feedback on the concepts

!

| www.savonia.ﬁ |

INFORMTION ON SAVONIA:

• Increaced awareness about Savonia’s values, ideology and multi-disciplinary approach to future students
with young peoples language

• Di!erent study areas and options

• Studing methods: learning in company projects, virtual study environment, practice based learning, lectures

• Leisure and free time options

• Tutors help during studies

| www.savonia.ﬁ |

What we would like to ﬁnd out a about the users

• Virtual competence

• Language they use

• Preferred information channel

• Needs, dreams, wishes, hopes

End result

• Service application, channel, concept could be game, sms, web, virtual (second life), spatial > based on
user’s needs and desires

• This can relate to existing capus plan ”The Route of Knowledge”

| www.savonia.ﬁ |

• The Route of Knowledge

• Di!erent activities

| www.savonia.ﬁ |

BACKGROUND

• Learning by doing
• Short time
• User participation
• Real life exercise
• Output will be used


CHALLENGE

• Our client in this exercise is Savonia University
• They are asking us as a team for a new way of looking at the way they market the university
• The key business challenge is that the number of applicants is predicted to decline in coming years
• So our focus is the present and the future on our doorstep
• The aim is to attract students to Savonia

Our task is to identify Service Design concept(s) by which Savonia can
• Stand out and package a distinct education offering
• Deliver services that help students find the right choice
• Be relevant and inspiring as they engage with prospect students


APPROACH

• Focus on consideration & evaluation phases in decision journey
• User participation
• Journey mapping
• Insight filtering
• Focus / strategy
• Ideation & concept development
• Clustering & prioritisation
• Prototyping & making ideas tangible
• Vision based presentation


Debriefing


Meet the users


The Customer

The New The Brand


Customer journey

1 3 1 Consideration
INTERACTION
2 Evaluation
DECISION
INTER
LOYALTY DECISION
ACTION 3 Experience
INTERACTION
t
Drop ou 4 Satisfaction
4 2 LOYALTY
:-(


FIVE THINGS
YOU DIDN’T SEE

Design User User User User
Co-design Crowd sourcing?
Centred Imagined Represented Experienced Centred

OBSERVATI
ON
PARTICIPAT
ION
ROLE IMMER
SION


WHAT DO WE
NEED TO KNOW?

WHAT WE NEED TO KNOW

• Scope of the decision
• Influence, information, interests
• Needs, motivations & inconveniences

• Life, free time, family, friends, ‘well-being’
• Future, dreams, ambitions, planet, ‘good life’


HOW DO WE
GET IT?

New combination of existing methods.

http://flickr.com/photos/nanasupergirl/2302540236/sizes/l/

The power of the human aspect.


Extended customer journey map


Service ecology map


Which image would you pick?

Which of these images describes best what
you want your life to be about in the future?


Draw a university

How would you sketch the most important elements
that make up a university?


Talk me through

What is the difference between
deciding which trainers to buy
or which university to choose?


Help an alien

What tips would you give somebody that is new to all this?
Where to get information?
Who to talk to?
How do you figure out the best choices?


Inconvenience analysis


5 x Why?

Do dig deeper and get under the skin of comments –
ask ‘Why?’ five times in a row.


What do we need to bring back?

• Information
• Observations
• Interesting facts
• Hypothesis what is behind them
• Each group to present their ‘golden nuggets’
• Together we’ll discuss the insights and relevance to the brief


TUESDAY
MORNING

CLIENT Q&A

User-orientated marketing campaign for
high school and vocational school students
SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009
Client: Savonia University of Applied Sciences
Business challenge: the number of applicants is predicted to decline in
coming years

The aim: attract students to Savonia

Task: Identify Service Design concepts that make Savonia University
stand out and package a distinct education offering . Deliver
services that help students find the right choice. Be relevant and
inspiring as they engage with prospect students

New service concept connected
with well-being & leisure to
recruit future students


Discussing marketing visions and visiting
Kallavesi High School
Zooming into the user`s world

Scope of the decision, influence, information,
interests, needs, motivations &
inconveniences, life, free time, family, friends,
‘well‐being’, future, dreams, ambitions, planet,
‘good life’

(EXTENDED) WHICH IMAGE
SERVICE DRAW A
CUSTOMER WOULD YOU
ECOLOGY MAP UNIVERSITY
JOURNEY PICK?

TALK ME INCONVENIENCE
HELP AN ALIEN 5 x WHY?
THROUGH ANALYSIS


Methods
 Extended customer journey: How the customer perceives and experiences the
service interface along a time axis. Considers also the time before and after the
service.
 Service ecology map: Holistic visualization of the service. Factors: politics, the
economy, employees, law, societal trends, technological development
 Which image would you pick? Which of these images describes best what
you want your life to be about in the future?
 Draw a university: How would you sketch the most important elements
that make up a university?
 Talk me through: What is the difference between deciding which trainers to
buy or which university to choose?
 Help an alien? What tips would you give somebody that is new to all this?
Where to get information? Who to talk to? How do you figure out the best
choices?

Inconvenience analysis:
 5 x Why? Do dig deeper and get under the skin of comments – ask ‘Why?’ five
times in a row.

HOW IS IT GOING TO WORK?

• 30 high school students
• 1 hour 20 minutes
• 3 groups
• 5 of us and 10 of them
• 2 or 3 methods to try
• Take turns – ask, observe and write down
• Ensure you capture everything



5 x Why? + Help an alien

Scope of the decision, influence,

information, interests, needs,
Customer journey + Service ecology map


motivations & inconveniences, life,
Draw a picture + Pick a picture

free time, family, friends, ‘well‐
being’, future, dreams, ambitions,
planet, ‘good life’





Talk me through
Interview

 Draw
 Themes :work, studies, family


Pick 3 pictures

 Why those are important in your life?


 Customer journey
 Touch points


Draw a university
 Imaging what is in your university

Post card from university


Google research word


Alien


Tell about your university to an alien


 Pick a picture
Scope of the decision, influence,
Which describes the best your future and
current life?



Doesn't describe me at all
Discussion about choices

 motivations & inconveniences, life,
Why x 5
Help an alien



How do you choose an university?

 What do you want to show in your
city?
What kind of skills they need in


our world?


Observation in
high school


TUESDAY
AFTERNOON

Interactive wall map



 Exercises

 Draw your neighbour

 Draw as many objects as you can in a minute

 20 ideas


Analyzing the results


Brainstorm

TUESDAY
EVENING


Grouping ideas


Concept design

WEDNESDAY
MORNING


 User profiles based on
observation

 Mapping new ideas

 List of main findings &
insights

FINAL
PRESENTATION

 Presentation

 Designing a presentation

 Final presentation

Experience Service Design

WORKSHOP TWO
SERV I CE D ES IGN WORKSH OP, KUOP IO, 07– 09.09.2009

TERVE!

User-orientated marketing campaign for
high school and vocational school students

PROBLEM

New service concept connected
with well-being & leisure to
recruit future students

2)
1)
KEY BUSINESS CHALLENGE IS
NEW WAY OF LOOKING THE DECLINING NUMBER OF
AT THE PROBLEM APPLICANTS

PROBLEM

3)
THE AIM IS TO ATTRACT 4)
STUDENTS TO SAVONIA FOCUS IS ON THE PRESENT AND
UNIVERSITY THE FUTURE ON OUR DOORSTEP


(EXTENDED) WHICH IMAGE
SERVICE DRAW A
CUSTOMER WOULD YOU
ECOLOGY MAP UNIVERSITY
JOURNEY PICK?

TALK ME INCONVENIENCE
HELP AN ALIEN 5 x WHY?
THROUGH ANALYSIS

SAVONIA IS NOT KNOWN AMONGST
HIGH SCHOOL STUDENTS SEARCH IS USED VERY SPECIFIC BUT
NOT SYSTEMATICALLY

INCOMPLETE IDEA OF HIGHER
EDUCATION - FOCUS ON SMALL
PROBLEMS BEFORE AND LIFE AFTER
FINDINGS
SOCIAL MEDIA IS NOT RELEVANT
FOR FINDING INFORMATION
PROBLEM
INFORMATION NEEDED AT THE
RIGHT LEVEL AT THE RELEVANT TIME

LACK OF DIRECTION

TRADITIONAL IDEAS - FAMILY,
HOUSE, PROPER JOB
SUPPORT IN SELF-KNOWLEDGE /
FIGURING OUT THE FUTURE NEEDED
NEED FOR SECURITY / GUIDANCE

“HOTEL SAVONIA”
INSIGHTS

SOCIAL MEDIA =
TRADITIONAL FUTURE FINDINGS ENTERTAINMENT

PROBLEM

LIFE- / CAREER- LEVEL IS CLEAR -
COUNSELLING NEEDED DIRECTION UNKNOWN

CLEAR CAMPS TO EITHER
STAY OR LEAVE

“HOTEL SAVONIA”
EMPOWER INSIGHTS

SOCIAL MEDIA =
TRADITIONAL FUTURE FINDINGS ENTERTAINMENT
INSPIRE
PROBLEM

LIFE- / CAREER- LEVEL IS CLEAR -
COUNSELLING NEEDED DIRECTION UNKNOWN

GUIDE
CLEAR CAMPS TO EITHER
STAY OR LEAVE

Use international
Initiate/maintain
networks for student
student exchanges
Open UAS offered IDEAS reqcruitment Large info screens on
targeted for market square (promote
prospective students events)

Projects with
Workshops conducted
EMPOWER INSIGHTS
in other countries
international groups:
churrch,
Prospective student
info package,
personalized Freebies: free laptop,
smart phone, free mp3
FINDINGS download
High School project or Partnership INSPIRE
evening course offered programme with
by Savonia school counselors
Free time activities
PROBLEM e.g. floorball
tournament for
48h Savonia Chanllenge
competition
Be a Savonia
student for a day Cross-branding
Alumni Hall of with companies
Fame Youtube after projects
Channel

Santa Claus Alumni Event Survival guide
wish list Webinar, mobile phone
guide blogging application
GUIDE Find your
Facebook
Quiz
competencies Savonia involved
GAME in school’s parents
SMS Quiz evenning

Use international
Initiate/maintain
networks for student
student exchanges
Open UAS offered IDEAS reqcruitment Large info screens on
targeted for market square (promote
prospective students events)
USER
JOURNEY EMPOWER
Workshops conducted
in other countries
Projects with
international groups:
INSIGHTS churrch,
Prospective student
info package,
personalized Freebies: free laptop,
smart phone, free mp3
FINDINGS download
High School project or Partnership INSPIRE
evening course offered programme with
by Savonia school counselors JOIN
PROBLEM Free time activities
SAVONIA! e.g. floorball
tournament for
48h Savonia Chanllenge
competition
Be a Savonia
student for a day Cross-branding
Alumni Hall of with companies
Fame Youtube after projects
Channel

Santa Claus Alumni Event Survival guide
wish list Webinar, mobile phone
guide blogging application
GUIDE Find your
Facebook
Quiz
competencies Savonia involved
GAME in school’s parents
SMS Quiz evenning

ANNA EERO KATRI WATIBINI JENNI


IDEAS
OPEN
LIFE LINE CHALLENGE

EMPOWER INSIGHTS

FINDINGS
INSPIRE
PROBLEM
SKILL
GUIDE
PACK

ALUMNI
SYSTEM

GUIDE

SOMETHING TO THINK ABOUT

• The brand development
• Tighter liasions with high school staff, eg. Info tools
• Co-operation with local stake-holders
• Further research on different stegeholders
• Problem: no flexibility in studies between Savonia units or degree programmes
• Problem in funding: degree programmes get funded by number of students snd credits
-> students can not change their degree programme easily
• How students could co-operate with different stakeholders and advance their studies
at the same time


Possible research areas

• High school students High school teachers and career advisors
• To understand the decisionmaking eg. • Their processes
• Using discussion boards • How Savonia can help teachers and career
advisors at their work?
• Google search analysis
• How to combine education? Eg Savonia
• Value and future expectations students going to visit classes
• Region: staying or leaving
• Interesting education subjects Savonia’s current student
• Marketing channels • *First year students
• Students leaving Savonia
• Exchange students in Savonia


KIITOS!

Workshop 2/ Stefan Moritz

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