1. P
3 SERVICE DESIGN PROJECT: POLLINATOR/Pölyttämö/2015-2016
3 SERVICE DESIGN PROJECT: POLLINATOR/Pölyttämö/2015-2016

2. S E R V I C E D E S I G N P R O J E C T : P Ö LY T T Ä M Ö / P O L L I N A T O R
C I T Y O F V A N T A A
H A A G A - H E L I A U N I V E R S I T Y O F A P P L I E D S C I E N C E S
S E P T 2 0 1 5 T O J A N 2 0 1 6
Case Pollinator: designing a service
concept for Aviapolis area on 2025
The City of Vantaa gave us a service design problem to
solve: to create new services to Aviapolis area, located
right next to Helsinki-Vantaa airport. The client would
like the area to develop into a creative entrepreneurship
supporting startup village, that could gain prospects for
its location near the international airport. In their plans,
Aviapolis City is becoming an important place to be for
new and old enterprises, particularly to technology ori-
ented ones. Increasing the synergy between enterprises
is one of the most important goals what comes to devel-
oping the business culture on the area.
The client wanted us to find out, what would make the
future Aviapolis area attractive to a future, year 2025,
Asian business traveller.
The overall goal of the project was to make out one
ready service concept, that would attract and serve espe-
cially Asian business travellers who visit Aviapolis.
GOALS:
To find out what makes the
area attractive for Asian and
global business travellers
Use service design process
and methods to create a
complete service concept
that can be put into practice.
PARTICIPANTS:
- service design team
- City of Vantaa
- students hwith Asian back-
ground
- business workers with Asian
background
- Embassy of Japan
- international business con-
tacts of the team
- Future research experts
- Travelling research experts
TASK:
To make one ready ser-
vice concept, that would
tempt and serve espe-
cially Asian business
travellers landing to the
Helsinki-Vantaa airport,
and make them to want
to stay spending time in
Aviapolis area.
WHY:
The amount of Asian (and
global) (business) travellers
is increasing in future,
as economics are growing
fast in BRIC countries and in
their surroundings.
Helsinki-Vantaa airport plays
a big role as a link between
Asia and Western countries.
Design team: Sanni Aromaa, Pertti Lähteenmäki, Anu Peltola, and Laura Vaniala

3. METHODS in understanding:
Interviewing the client deeply in face to face conversation
Expert interview of one of the leading futurists in Finland
Reading articles and researches about future economics and
travelling, and about development plans of Aviapolis area
Bechmarking relative airports and their surrounding areas in
other countries
WHY THESE?
Because of the future oriented subject, the process was emphasized
to the first phases of a service design process. We used Moritz’s pro-
cess as a basis of our own.
We started our work by meeting the head of the project to make
sure we really were heading to the same goal. Interviewing deeply
the client face to face was in crucial role in understading the task.
Expert interview was chosen as one of the methods to formulate
an up to date image of what might be coming in economics and in
business travelling in next ten years. That appeared to be a good
decision.
Reading about the subject and benchmarking by studying what has
already been done in same kind of places around the world, was
important in understanding what could possibly be our approach to
the problem.

4. METHODS in thinking:
Lego Serious Play to make participants to think freely and give us
also silent signals about their wants
Affinity Diagram to categorize the material and to find the design
drivers
WHY THESE?
After finding our aim for the research project, we contacted Asian
people in Finland and invited them to a Lego Serious Play evening
to create ideas with us. We chose the method to be able to read and
profit also silent signals of the participants. Expressing things by
building Legos made it possible to break the language barrier, and
also reduced inhibitions of the participants. By making notes and
videos and conversating with playing groups we got a lot of material
to use in the later phases of the project.
The headline to our research question was:
“Aviapolis 2025 - an attractive city for a
global business traveler.
What kinds of services make Aviapolis
attractive to a future traveler?”

5. We chose to use affinity diagram to clear the findings and, to de-
termine the design drivers for the project. This method was a good
choice when the amount of information was so big and each person
in our service design group had their own experience.
One good option would have been also to organize it with an ex-
tended team, including e.g. Asian students and people from Embassy
of Japan.
PURE NATURE,
GREEN AREAS
UNIQUE
EXPERIENCE
VISIONARITY IN
TECHNOLOGY
CONVENIENCE,
SAFETY,
EASINESS
Design drivers for the project:
P i l o t i n g , Pe r s o n a l i s a t i o n a n d S u s t a i n a b i l i t y
These things highlighted as findings when we were
heading to find out,
what makes the trip attractive to a business traveller:

6. METHODS in generating:
Brainstorming session with the service design group
WHY THESE?
Based on the requirements what we had learned from ex-
pert interviews and affinity diagrams, we had a brainstorm-
ing session. In that session we developed 9 services, which
together formulated a concept of services of Aviapolis.
Every service formulated an idea card, that were later used
in expert evaluation with the method of card sorting.
RESULTS:
Developed services were:
Pollinator (service to find business partners),
Technlology experimentation park
Virtual Reindeer (a personal assistant service)
Lapponia (Mini-Finland),
Garage (A service where you can easily ar-
range everything regarding to moving from a
place to another, based on MaaS)
Sauna oasis (to experience the nature and
the Finnish sauna)
Villa (Finnish traditional sports experience
and a peek to the new in Finnish game indus-
try)
Fame (Finnish design)
Bud (startup center)

7. The next phase was to choose the best idea and
develop it further as a service.
METHODS IN FILTERING:
Expert evaluations were made with card sorting method.
WHY THESE?
We consireded all the participants of the project outside
our service design team as experts on their own field, which
made it possible to use card sorting method as an expert
evaluation tool with all of them.
We made statistics of all the answers and analyzed open
commentary we had had during the card sorting inter-
views. Good side in this was that we had a wide sampling of
answers from the participants and it made the result more
reliable in general.

8. The winner was POLLINATOR/PÖLYTTÄMÖ:
“Pollinator is like Tinder for business world. It
offers a virtual environment where both new and
experienced, big and small companies can find
each others for future co-operation.
Search settings can be customized so that you
can find just what you want. Pollinator provides
a good environment to create new connections
and show samples of your most important ma-
terial to others.”
The next step in the process was evaluating the con-
cept. We started the explaining phase creating multiple
customer journeys, finding the touchpoints and making
personas. Benchmarking existing digital services in the
Internet was also in big role in this phase
METHODS IN EXPLAINING:
Creating Customer Journeys
Finding and analyzing Touchpoints
Creating Personas
Benchmarking
WHY THESE?
We chose the tools to make the service more understandable
and to be able to look at it from different angles. Benchmark-
ing tool was used to find out if there already was this kind of
service, and to help in defining the details of the big picture of
what could still be on demand.

9. METHODS in realizing:
Customer journey
Role script
Personas
WHY THESE?
We made more defined customer journeys and combined
them to one big map. It was used as a script to a role script
play, where each one of our service design team had a role
of one persona using the Pollinator services.
The play was presented to our client at City of Vantaa with
the big customer jouney map when the whole concept was
presented in January 2016.
Pollinator
Pollinator is a service for any company, investor or corporate,
that want to develop their strategy, find new services, learn
new, find a new business opportunity, and have international
contacts. Service makes it possible to find new business part-
ners in the environment that is best for pollinating.

10. Pollinator services:
Meet and Greet - Invite new companies to Pollinator. Find a
newcomer in Aviapolis
Magnet - Find a job or a partner by matchmaker Magnet
Invest - Tools for investors to find new partners
Avia Help - Virtual assistant to help with legal advice or
translation and accounting service
Avia Event - Toolbox to develop a virtual event or virtual
meeting
Biz Radar - Personalized service for a company that wants to
find international partners
The market is full of products. Organizations need to find new ways
of standing out against the competition and to offer new value. Just
selling and pushing advertising and pricing is not sufficient. Pollina-
tor can help to create new relationships between organizations and
clients.
Technology offers new possibilities how to deliver services and en-
ables new kinds of
services. But it is not always true that new technology has to be used
for its own sake. Clients are individuals with human needs,vv wants
and feelings. There are services that robots and computers can’t offer
in the same way humans can. Pollinator puts clients in a stronger
focus.
With Pollinator, Aviapolis area will be a successful business area
in 2025.
Conclusions
With Pollinator, Aviapolis is getting a reputation of a
technology and innovation minded area, as the client
wishes.
In the end, we produced a roadmap for the client to
have a picture, how would the service be possible to
start running and what does it financially take.
PÖLYTTÄMÖ
AVIAPOLIS 2025
BIZ
RADAR
MAGNET INVESTMEET&GREET
AVIA
EVENT
AVIA
HELP
BIZ
RADAR
MAGNET
INVEST
MEET&GREET
AVIA
EVENT
AVIA
HELP
AVIA EVENTissä
järjestyvät
tapahtumien etkot
ja jatkot. Voit
tavata haluamiasi
tahoja kun
välimatka on pitkä
tai kun yhteistyötä
vasta suunnitel-
laan.
AVIA HELP
saapuu hätiin kun
yrityksesi tarvitsee
vaikka tulkkia tai
lakiapua.
INVEST
auttaa rahoituksen
ja sijoitus-
kohteiden etsijät
löytämään
toisensa.
MAGNETilla
määritellään oman
profiilin osat:
kaikki se, mitä
halutaan nähdä ja
tehdä ja se, mitä
halutaan sulkea
pois.
BIZ RADAR
auttaa verkostoitu-
maan kansainvälis-
esti.
“Kun olosuhteet ovat suotuisat, pölytys tapahtuu”
Pölyttämössä
luodaan
suotuisat olosuhteet
tuottavien kumppanuuksien
syntymiselle
ja uuden liiketoiminnan
kehittymiselle.
Pölyttämön ainesosat:
Ainesosat yhdessä muodostavat
PÖLYTTÄMÖN:
MEET & GREET
toivottaa jokaisen
uuden
potentiaalisen
pölyttämöläisen
tervetulleeksi ja
ohjaa pääsemään
alkuun.
Pölyttämö on
toimintakonsepti ja
digitaalinen palvelualusta,
joka mahdollistaa paikallisten,
muiden suomalaisten
sekä kansainvälisten
toimijoiden tehokkaan
kohtaamisen ja
yhteistyön.
Pölyttämö mahdollistaa
pienten ja suurten
yritysten välisen
yhteistyön.