6.2: Design Thinking

Speaker: Anna-Miia Suihkonen

• Integrate Oulubot in the solution

• Design approach and prototyping as a tool

• Service design = it is about experience not only the product - so its more challenging

Principles of Design Thinking

• user-centered: we try to see it from the user's perspective - try to get more in-depth understanding of how they see the service environment-encounter 

• co-creative: there are many stakeholders involved  

• sequencing: we should see the design process as a sequence of actions/touchpoints/activities that are related - how we can help the customer move from one point to another

• evidencing: both material and immaterial issues - visualization is valuable, it helps communicate with the stakeholders, it helps to mutually understand, explore ideas

• holistic: entire service environment is considered - there is a lot going on when trying to put a service together so we need to consider them all, even though the focus is not necessarily in all parts 

Impact and innovation lies in the intersection of:

Desirability (Human Values) + Feasibility (Technology) + Viability (Business)

Viability: what kind of value the newly designed service is bringing in 

The design process always starts with a fuzzy front-end, meaning, a mess.

But that mess is appreciated and it is used as a material, a tool to go about the prototyping.

if you undetstand the root causes, the context of the problem you are trying to solve then the solution will not be sustainable enough and the problem will arise again

The project plan is a document that we can return to when we are later going through the solution.

Public sector: Understanding the different segments of the ecosystem

The public sestor is more complicated because when we talk about the service experience - its not the way the public works:

The challenge is about infrastructure and city decision-making, they are working in silos but the services are not provided in these silos.

What is different from business organizations:

1.These stakeholders are not used to work across silos - they usually work in their own silos

2. political decision-making involved e.g too little money, where do we need to focus?

A key part is how to get them on board.

They don't yet understand how much they need to change their own processes to reach the result that they want to reach.

What is desirability about?

It is not only related to interaction design, it has three key sub-elements:

• Usability: How easy is it to interact with the service?: Keeping it simple - focus on what is actually important

• Pleasurability: How pleasurable is the interaction at the emotional level? How does this solution make you feel? - the challenge here that even the same person has different feelings and you value different things everyday

• Utility: 

You often don't know what you need, it is the work of the designer to explore needs that are hidden