What is 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