MINNA KOSKELO & ANU K. NOUSIAINEN

TOPIC AVAILABLE ALSO AT SIDLAUREA.com blog

PRESENTED AT SID SEMINAR MARCH 14TH, 2013 @ LAUREA LEPPÄVAARA, ESPOO, FINLAND

INNOBROKERIT (in Finnish) MAY 16TH, 2013 @ SIBELIUSTALO LAHTI, FINLAND

THE NEXT WAVE OF STRENGTHENING BUSINESS INNOVATION CAPABILITIES

FUTURES THINKING

Discovers, examines, evaluates and proposes possible, probable, and preferable futures (Bell 2009)

Present as many alternatives and point of views as possible for decision-making (Mannermaa 2004)

Opens people’s mental models to think different possibilities (Hiltunen 2010)

Increases readiness to act (Ibid.)

Offers the possibility to influence future (Bishop & Hines 2012)

DESIGN THINKING

Translates observations into insights and insights into

products and service solutions (Brown 2009)

Innovative and adaptive: Creates more value by better satisfying

human needs in the long run than traditional ways of problem

solving (Griesbach 2010)

Matches people’s needs with what is technologically feasible and

what a viable business strategy can convert into customer value

and market opportunity (Ibid.)

What?

INNOVATION

(Service) Design

Thinking Futures

Research / Foresight

Business opportunities

FOCUS

• Qualitative methods

• Adaptive and innovative methods

• Commercial business

• Radical innovation

• Operational impact horizon 3-10 years

• Designing new value systems

OUT-OF-SCOPE

• Quantitative

• Traditional market research and surveys

• Governments, non-profit

• Incremental innovation

• Decades

• Individual product / service development

Where is Futures in Service Design & Innovation?

PRINCIPLES PROCESSES PRACTICES

• Approx 150 SOURCES incl. books, articles, blogs, best practices and seminars

• Over 20 PROCESSES aiming at new business offering development and innovation

• Almost 200 Service Design and Futures Thinking METHODS AND TOOLS

• 10 informal discussions with local (Helsinki) Futures and Service Innovation practitionists

• Testing at LA FUTURA 2012 – an international unConference for Futures and Innovation enthusiasts

Research 2012/2013

Plenty of similarities = synenergies between Service Design and Futures Research principles

Service Characteristics

SERVICE DESIGN PROCESS: APPROACH

SERVICE DESIGN METHODS: PRINCIPLES

Complex Analysis – Synthesis dialog Adaptive

Experiences Context oriented Collaborative

Heterogenous Creative Dialog driven

Inseparable Disruptive Empathic / Sensible

Intangible Future oriented Engaging

Interactions Holistic Evidencing /

Interdependent Future oriented Evaluative

Meaningful Innovative Multidisciplinary

Perishable Iterative Intuitive

Processes Opportunity / Target oriented Narrative / Storytelling

Sequenced Optimistic Networking

Social Radical Observative / Ethnographic

Solutions Sustainable Open-minded

Systems Systemic Out-of-the-box thinking

Value generating.. Transformational.. Visual.. ETC.

powered by FUTURES SPECIALISTS HELSINKI

Unique approaches are powerful together: Context (Futures Research) + People (Service Design)

FUTURES RESEARCH makes uncertainty easier to approach and understand by providing alternative and engaging stories and thus, improving organization's readiness to change, take its optimal future direction, and act.

SERVICE DESIGN improves the organization's agility to seize the change with adaptive, innovative and empathic

methods to co-design with customers and to co-create alternative solutions

through rapid modeling and prototyping.

Hence, both Service Design and Futures Research provide an optimal set of methods for

RECOGNIZING NEW OPPORTUNITIES and ways to REALIZE NEW VALUE in the rapidly changing world.

The BEST combination to manage Roadmaps related uncertainty and timing

Create a diverse, co-creative & engaged Team PEOPLE ARE AT THE CORE OF INNOVATION!

Identify critical placeholders for Futures insights in (service) innovation processes

Example: Service Design process by Stefan Moritz (2005) with critical phases and tools

powered by FUTURES SPECIALISTS HELSINKI

TRANSLOCAL ECONOMIES I NEW FOOD ECOLOGIES I MODES OF OPEN COLLABORATION I MODELS OF CITIZEN ACTION

..in Europe 2027. “My Way or Highway Millie”

has aesthetics, independence and freedom as

her core values. She is practicing soul

searching regularly with the help of various

coaching applications and with her personal

mentor, Millie’s own guru. However, she avoids

chains: Millie has continuously various

projects going on. It is true that she doesn’t

have a stable income flow, but she does not

stress about it that much. As everything is

about co-existence, she doesn’t have a

physical workplace. Instead, Millie has a co-

working space. She is not active in politics;

Neither she is an idealistic. Whatever she

does is based strongly on her special skills

and hobbies that give her some continuity, as

well as her active social life..

IMMERSED FUTURE PERSONA

PERSONA FOCUSED SCENARIO

PERSONA SCENARIO

Be candid: Combine tools of Futures Research and Service Design

FORESIGHT AND SERVICE DESIGN BOOST DYNAMIC CAPABILITIES IN SERVICE INNOVATION

FORTHCOMING BOOK CHAPTER IN “HANDBOOK OF SERVICE INNOVATION” (SPRINGER) IN EARLY 2014 by Ojasalo K., Koskelo M. & Nousiainen A.K.

BUSINESS OPPORTUNITIES FUTURES &

FORESIGHT

SERVICE DESIGN

“Service Design and Futures Research together ensure sustainable and successful business, because they provide creative and evaluative tools for PEOPLE FOCUSED innovation through effective visual and anticipatory stories, by means of co-creative and adaptive research methods, as well as iterative process that nurture the unthinkable and thus, prepare businesses for the future and make them to stand out as FORERUNNERS.”

Be a forerunner: Create your own Vision and Future Path

Thank you! / At your service!

Minna Koskelo

Strategist and Futures Specialist,

Futures Thinking lecturer at Laurea University of Applied Sciences

E-mail: minna.koskelo@gmail.com / fi.linkedin.com/in/minnakoskelo/

Anu K. Nousiainen

Value & Business Designer,

Futures Thinking lecturer at Laurea University of Applied Sciences

E-mail: nuflow.anuk@gmail.com / fi.linkedin.com/in/anuknousiainen/

.