Service design is focused on developing services through human-centered design methods and business thinking. It involves understanding user needs, visualizing service processes, and co-creating solutions with stakeholders. The goals are to develop new services, improve existing systems, and create strategies that increase customer satisfaction and business potential. The process includes understanding users through research, developing concepts, and prototyping solutions to evaluate with users.

1. Service Design Tools for co-creation and user-centered design Satu Miettinen

2. What is service design?

3. ”Weareabout to enter the age of the informationeconomy – a post-industrialeconomybased no longersolely on manufacturingbutmore on knowledge, service and informationindustries.”

4. ”Businessesand publicservicesalikefacehugechange in the new informationera. Theyneedto shifttheiremphasisback – to whatpeoplereallywant.”

5. ”Service design is allaboutworkingwithrealpeople to find out whattheyneed.”

6. Service design is about developing services with design methods and business thinking. Service experience is designed to respond to the user needs and business goals of the service provider. Designing the interactionbetweenserviceprovider and end-userwith the use of creativeprocesses and methods.

7. HCD Human Centered Design Stanford D -school

8. Whatare the skills of a service designer ?

9. ”The mostimportantthing in design is empathy: the ability to understandsomethingfrom the otherperson’sperspective.”

10. Combines creative thinking and organisational skills. Visualizes and concretizes an abstract service process. This enables stakeholders to work and have views on the process. Co-ordinates different phases of a service design process.

11. Kunnonpaikka Rehabilitation Centre: Case children’swellbeingVisualizedservicemomentNiina Talaslahti

12. Userexperience

13. Userexperience is a holistictermused to describe the overallexperience a userhaswhenusing a productor a system. The userexperienceresearchfocuses on the interactionsbetweenpeople and products/services, and the experienceresultingfrom the interaction.

14. The concept of userexperience in design includes the needs, emotions and experiences of users and the productsthatcontribute to the experience. Userexperience is shapedby the characteristics of the user (personality, skills, background, culturalvalues and motives) as well as those of the product (shape, texture, colour and behaviour). Physicalactions and perceptual and cognitiveprocesses (perceiving, exploring, using, remembering, comparing and understanding) willcontribute to the experience. It is furtherinfluencedby the context of interaction (physical, social, economic).

15. Developing Viretori service for elderly:Co-creation with the usersElisa Heikkilä

16. ”Design thinking is the ability to think of somethingthat the worlddidn’tknowwasuseful – itmakespeople’slivesbetter in someway.”

17. “Design thinking” – a methodologythatimbues the fullspectrum of innovationactivitieswith a human-centered design ethos.Innovationis poweredby a thoroughunderstanding, throughdirectobservation, of whatpeoplewant and need in theirlives and whattheylikeordislikeabout the wayparticularproductsare made, packaged, marketed, sold, and supported.

18. Experienceprototyping at Louhos, TahkoKatja Sorvali

19. Service design is alwaysfocusing on business plan. Where is the addedvalue and €?

20. Viretoriservice for elderly: concept design of the serviceEmmi Hakala

21. Benefits?

22. Differentiating the service Increacing the productivity: makinginternalprocessesmoreefficient and usable Understading the userneeds Identifying the business pontential: understandinglatentneedsenablesradicalconcepts Improving the customersatisfaction: increasingcustomersatisfaction, recommendation and loyality Speedsup the service design process Visuality and concretenessenablescommunication

23. Kunnonpaikka Rehabilitation Centre: Case children’swellbeingCo-creationwithchildrenNiina Talaslahti

24. Goals in service design

25. Developingexistingservicesystemordifferentservicechannels (web, at the desk, throughphone) Developing new services Creating a servicestartegy: developing a servicesystemthatfollows the company’s vision

26. Iskelmäniityt:visualizing the customerjourneyElina Piukkula

27. The process of service design

29. Understandingthe customerphase: the aim of increasingcustomerunderstanding and raise the servicedevelopmentideas: observation, userstories, contextmapping, dramatechniques, Design Probes, mysteryshopping,taking the user's position. • Method: Generative design research, empathic design and design ethnography

30. DevelopingOpenDaycare Service at the City of Kuopio Visualizedcustomerjourney (based on shadowing) Riitta Junnila-Savolainen

31. DevelopingOpenDaycare Service at the City of Kuopio Co-creationwith the users and the staff Sanna Sutinen ja Reetta Kerola

32. DevelopingOpenDaycare Service at the City of Kuopio Co-creationwith the users and the staff Sanna Sutinen ja Reetta Kerola

33. Cumulus hotel: Interactivelobbyconcept designDrama, personas, scalemodelAnette Hiltunen

34. Käyttäjälähtöinen aulatila Cumulus Anette Hiltunen

35. CoustomerprofileReetta Kerola ja Anette Hiltunen

36. CONCEPT DESIGN PHASE: Ideasareworked out intoserviceconcepts and presentedthroughstoryboard, animation, concretemodel. Needs of the bothgroupsarecombined in the phase to create a customizationconcept in a more general level. • Method: The visualizationmethods, productconcept design.

37. Hudle Oy: Kuopio channelOlli Happonen

38. Hudle Oy:Kuopio channelOlli Happonen

39. PROTOTYPING AND EVALUATION PHASE: furtherdevelopmentusingvariousmodelingtechniques: sketches, models, videos, experimentalmodel (prototype). In thiswaycustomizationserviceconcept is developed in customerorientatedway • Method: EvaluativeResearchDesign

40. Developing Viretori service for elderly:Evaluating the touchpointswith Service FellowReetta Kerola