Workshop 2/ Stefan Moritz

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

SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009

TWO PARALLEL PROJECTS

LEARNING ABOUT SERVICE DESIGN

TRIAL PROJECT

MONDAY

EVENING

HT CAPTURIN

RIEFIN

PRESEN

SENSUALIS

PROTOTYPIN

INTRODUCIN

DEBRIE

FOCUSIN

USER PA

RTICIPA

PRIORIT

CALL TO ACTION! Workshop journey

MONDAY TUESDAY WEDNESDAY

ins @ 3

Introducing – Character Profiles

Briefing

| www.savonia.fi |

New service concept connected with well-being & leisure

• Customer Savonia university– Marketing & communications

– Will give presentation on Savonia uni: about communication strategy and marketing on the 8th of September

• Savonia sustain and develop further the service concept

• Concept will also market Savonia’s multi-disciplinery R&D work

• Community values in teaching and learning activities

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

• End users are high school and vocational school students- This group will be participated in service development during

the workshop on the 8th of September, Kallavesi high school students

- 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

• 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”

End result

| www.savonia.fi |

• The Route of Knowledge

• Di!erent activities

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

Drop out

:-(SERVICE DESIGN WORKSHOP, KUOPIO, 07.–09.09.2009

Customer journey

INTERACTION

DECISIONLOYALTY

1 Consideration

INTERACTION

2 Evaluation

DECISION

3 Experience

INTERACTION

4 Satisfaction

LOYALTY

FIVE THINGS YOU DIDN’T SEE

DesignCentred

User Imagined

User Represented

User Experienced

User Centred

Co-design Crowd sourcing?

ROLE IMMERSION

OBSERVATIONPARTICIPATION

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.

HOW DO WE GET IT?

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

HT CAPTURIN

RIEFIN

PRESEN

SENSUALIS

PROTOTYPIN

INTRODUCIN

DEBRIE

FOCUSIN

USER PA

RTICIPA

PRIORIT

ins @ 3

CLIENT Q&A

SERVICE DESIGN WORKSHOP, KUOPIO, 07.-09.09.2009

Client: Savonia University of Applied SciencesBusiness 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

User-orientated marketing campaign for high school and vocational school 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) CUSTOMER JOURNEY

SERVICEECOLOGY MAP

WHICH IMAGE WOULD YOU PICK?

DRAW A UNIVERSITY

TALK ME THROUGH

HELP AN ALIENINCONVENIENCE ANALYSIS

5 x WHY?

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.

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

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

Scope of the decision, influence, information, interests, needs,

motivations & inconveniences, life, free time, family, friends, ‘well‐

being’, future, dreams, ambitions, planet, ‘good life’

5 x Why? + Help an alien

Customer journey + Service ecology map

Draw a picture + Pick a picture

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 Which describes the best your future and

current life?

Doesn't describe me at all

Discussion about choices

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

PRESENTATION

Presentation

Designing a presentation

Final presentation

WORKSHOP TWO

SERVICE DESIGN WORKSHOP, KUOPIO, 07–09.09.2009

Experience Service Design

TERVE!

HT CAPTURIN

RIEFIN

PRESEN

SENSUALIS

PROTOTYPIN

INTRODUCIN

DEBRIE

FOCUSIN

USER PA

RTICIPA

PRIORIT

ins @ 3

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

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

PROBLEM

NEW WAY OF LOOKING AT THE PROBLEM

KEY BUSINESS CHALLENGE IS THE DECLINING NUMBER OF APPLICANTS

FOCUS IS ON THE PRESENT AND THE FUTURE ON OUR DOORSTEP

THE AIM IS TO ATTRACT STUDENTS TO SAVONIA UNIVERSITY

METHODOLOGY

(EXTENDED) CUSTOMER JOURNEY

SERVICEECOLOGY MAP

WHICH IMAGE WOULD YOU PICK?

DRAW A UNIVERSITY

TALK ME THROUGH

HELP AN ALIENINCONVENIENCE ANALYSIS

5 x WHY?

SAVONIA IS NOT KNOWN AMONGST HIGH SCHOOL STUDENTS

SOCIAL MEDIA IS NOT RELEVANT FOR FINDING INFORMATION

PROBLEM

FINDINGS

SEARCH IS USED VERY SPECIFIC BUT NOT SYSTEMATICALLY

SUPPORT IN SELF-KNOWLEDGE / FIGURING OUT THE FUTURE NEEDED

LACK OF DIRECTION

TRADITIONAL IDEAS - FAMILY, HOUSE, PROPER JOB

INFORMATION NEEDED AT THE RIGHT LEVEL AT THE RELEVANT TIME

INCOMPLETE IDEA OF HIGHER EDUCATION - FOCUS ON SMALL PROBLEMS BEFORE AND LIFE AFTER

NEED FOR SECURITY / GUIDANCE

PROBLEM

FINDINGS

INSIGHTS

TRADITIONAL FUTURE

“HOTEL SAVONIA”

LIFE- / CAREER-COUNSELLING NEEDED

SOCIAL MEDIA =ENTERTAINMENT

LEVEL IS CLEAR -DIRECTION UNKNOWN

CLEAR CAMPS TO EITHER STAY OR LEAVE

PROBLEM

FINDINGS

INSIGHTS

TRADITIONAL FUTURE

“HOTEL SAVONIA”

LIFE- / CAREER-COUNSELLING NEEDED

SOCIAL MEDIA =ENTERTAINMENT

LEVEL IS CLEAR -DIRECTION UNKNOWN

CLEAR CAMPS TO EITHER STAY OR LEAVE

INSPIRE

EMPOWER

PROBLEM

FINDINGS

INSIGHTS

INSPIRE

EMPOWERProspective student

info package, personalized

High School project or evening course offered

by Savonia

Open UAS offered targeted for

prospective students

Be a Savonia student for a day

Santa Claus wish list

Find your competencies

Facebook Quiz

SMS Quiz

Survival guide mobile phone

application

Savonia involved in school’s parents

evenning

Partnership programme with school counselors

Alumni Hall of Fame Youtube

Channel

Alumni EventWebinar, blogging

Large info screens on market square (promote

events)

Freebies: free laptop, smart phone, free mp3

download

Free time activities e.g. floorball

tournament for

Cross-branding with companies

after projects

Use international networks for student

reqcruitment

Workshops conducted in other countries

Projects with international groups:

churrch,

48h Savonia Chanllenge competition

Initiate/maintain student exchanges

PROBLEM

FINDINGS

INSIGHTS

INSPIRE

EMPOWERProspective student

info package, personalized

High School project or evening course offered

by Savonia

Open UAS offered targeted for

prospective students

Santa Claus wish list

Facebook Quiz

SMS Quiz

Survival guide mobile phone

application

Savonia involved in school’s parents

evenning

Partnership programme with school counselors

Alumni Hall of Fame Youtube

Channel

Large info screens on market square (promote

events)

Freebies: free laptop, smart phone, free mp3

download

Free time activities e.g. floorball

tournament for

Cross-branding with companies

after projects

Use international networks for student

reqcruitment

Projects with international groups:

churrch,

48h Savonia Chanllenge competition

Initiate/maintain student exchanges

Be a Savonia student for a day

Find your competencies

Alumni EventWebinar, blogging

Workshops conducted in other countries

JOIN SAVONIA!

USER JOURNEY

ANNA EERO WATIBINI JENNIKATRI

OPEN CHALLENGE

PROBLEM

FINDINGS

INSIGHTS

INSPIRE

EMPOWER

ALUMNISYSTEM

SKILL GUIDEPACK

LIFE LINE

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

• To understand the decisionmaking eg.

• Using discussion boards

• Google search analysis

• Value and future expectations

• Region: staying or leaving

• Interesting education subjects

• Marketing channels

High school teachers and career advisors

• Their processes

• How Savonia can help teachers and career advisors at their work?

• How to combine education? Eg Savonia students going to visit classes

Savonia’s current student

• *First year students

• Students leaving Savonia

• Exchange students in Savonia

KIITOS!

Workshop 2/ Stefan Moritz

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