This is the material from an event organized by Telia, Service Design Turku and SDN Finland.

1. Share your thoughts #teliadesign #sdnfinland
DESIGN CULTURE
AT TELIA

3. TELIA’S DESIGN JOURNEY
Projects with
design agencies
Internal process
development team
starts to advocate
service design
Learning by doing:
customer journeys,
ambassador
program
Brand renewal: New
design talent recruited,
tools & WoW
introduced to broader
in-house audience
In-house design
organized in one
unit
Insourcing
Starting to build a
design system
Domain-based
organization
model
Towards
systematic use of
design to influence
business decisions
2017
2019
2014

4. yyyy-mm-dd
A STUDY ON OUR
DESIGN
MATURITY

5. yyyy-mm-dd
Morebenefitsfromdesign
More adaption of design
Level 1:
Producer
Level 2:
Connector
Level 3:
Architect
Level 4:
Scientist
Level 5:
Visionary
Design is what
happens on
screens
Design is what
happens
in a workshop
Design is a
standardized scalable
process
Data-driven design
Design is
business strategy
Model by InVision

7. 2,5
2,5
2,4
2,3
2,7
2,5
2,5
2,3
2,2
ALL RESPONDENTS
*167 respodents, average 114 per statement
All respondents

8. COMPARING ALL
GROUPS
All respondents
Designers
Employees
Managers

9. What’s next?

10. Telia Design + KLINIKKA

11. &

12. HUMAN
CENTERED DESIGN
WORKSHOP

14. TIME FOR SOME EXAMPLES
DOT TELIA ESPORTS SERIESB2B PORTAL

15. CASE DOT

16. DISCOVER DEFINE DEVELOP DELIVER
Insight into the problem The area to focus upon Solutions that workPotential solutions
OUR
CHALLENGE
PROBLEM
STATEMENT
LAUNCH &
ITERATE
Interviews
Profiling tools
Self evaluation tools
Mobile diary
User profiles
Customer journeys
Design drivers
Paper prototypes
Mobile prototypes
Flows
Service blueprint
Beta testing
CASE DOT

17. CASE B2B PORTAL

18. DISCOVER DEFINE DEVELOP DELIVER
Insight into the problem The area to focus upon Solutions that workPotential solutions
OUR
CHALLENGE
PROBLEM
STATEMENT
LAUNCH &
ITERATE
Kick-off & internal workshop
Vision for B2X portals
NPS + Portal data
Stakeholder mapping
Internal interviews
Customer interviews
Benchmarking and trends
User journey mapping
Business needs and goals
Analyzing the data
Themes & insights
Customer personas
Synthesis
Design workshop
User stories with users
Design scrum
Co-creation w users
MVP pilot
Involving stakeholders
Beta testing
Continuous validation
Incremental improvements
CASE B2B PORTAL

19. CASE B2B PORTAL

20. DISCOVER DEFINE DEVELOP DELIVER
Insight into the problem The area to focus upon Solutions that workPotential solutions
OUR
CHALLENGE
PROBLEM
STATEMENT
LAUNCH &
ITERATE
Benchmarking
Internal workshops
Business needs and goals
Online survey
Analyzing the data
Gamer profiles
Synthesis
Co-creation ws
Internal ws
Testing online
Usability tests
CASE TELIA ESPORTS SERIES

21. THANK YOU !