Designing a Digital Service Concept for a Professional Business Service – Case Työeläkelakipalvelu

Sofia Nyyssönen

Background of the thesis

o Organizational challenges.o The dynamic nature of knowledge creation. o Service design approach could potentially identify inefficiencies and

make communication and collaboration between departments more important.

o Innovations a consequence of customer specific solutions, in which the knowledge base may evolve constantly.

o Customer experience.

Description of the case organization

o Providing legal guidance services relating to earnings-related pension provision;

o Providing planning, training and communication services related to earnings-related pension matters;

o Providing support in the preparation of guidelines and legislation;o Providing services relating to the implementation of pension

provision, e.g. allocation of costs and actuarial services;

Main research question and sub questions

How to design a digital service concept for a professional business service? The sub-questions:

What does the innovative service concept accomplish? How can value creation be facilitated with the service concept? How to design user-centered content?

Theoretical framework 1/2

Professional service organizationThe professional and knowledge-intensive service organizations are the concepts that are sometimes used interchangeably.

Service designService design in this research is considered to to improve the delivery, the process and the strategy to provide services in a more user-centric fashion.

Theoretical framework 2/2

Value creationValue creation is a process: every customer has its own value creation through which it creates value in its business operations.

User-centered designUser-centered design in this thesis is considered to be an iterative development cycle where the specifications of the service account for both user needs and organizational objectives as well as specifying the context in which the service is to be used.

Service design process

Elements of user experience

Collection and analysis of empirical data

Expert Interviews: aim of understanding organizational challenges and gaining perspective on customer experience.

Focus groups: Focus groups were used to gather information about users' experiences and preferences. The viewpoint of research was to learn and emphasize users and business rather than

technology.

Understanding: Stakeholder map

Thinking: Affinity diagram

Filtering: SWOT

Generating: Feature tree

Explaining: Rough prototyping/UI

Realising: Use case: customer

Use case: content creator/service provider

Conclusion

A service concept that creates value for both service provider and service user. The service concept aims to be a platform for creating exchanges and contact

between staff and users as well as other service users in the field of earnings-related pensions.

User experience design focuses mainly on the individual digital touch points. The underlying view is that service design is a way to bridge the gap across the silos

and develop services in a more user-centered way. However, as both disciplines have a user-centered approach to designing a service,

they were complementary.