Lecture at Umeå Design Institute 2014

1. Service Design in Practice
Mrs. Satu Miettinen, Professor of Applied Art and Design
satu.miettinen@ulapland.fi
Ms. Mira Alhonsuo, Research Assintant
Mira.alhonsuo@ulapland.fi
University of Lapland, Faculty of Art and Design
Rovaniemi, Finland

2. • Service design addresses services from
the perspective of users. It aims to
ensure that service interfaces are
useful, usable and desirable from the
client’s point of view and effective,
efficient and distinctive from the
supplier’s point of view.

3. • Service designers visualise, formulate,
and choreograph solutions to problems
that do not necessarily exist today; they
observe and interpret requirements and
behavioural patterns and transform
them into possible future services.

4. Debates in service design
Value co-creation,
role of design in
innovation process,
innovation and
design policies
(Sangiorgi 2012)
Value co-creation,
role of design in
innovation process,
innovation and
design policies
(Sangiorgi 2012)
Learning,
transformational
change
(Kuure and Miettinen
2013)
Learning,
transformational
change
(Kuure and Miettinen
2013)
Societal change, changes
in the service delivery,
user participation, co-
design and co-production
of services
(Jäppinen 2011, Juninger
2012)
Societal change, changes
in the service delivery,
user participation, co-
design and co-production
of services
(Jäppinen 2011, Juninger
2012)
Service design and design methods, visual,
artistic and theoatrical methods, ideation,
cocept design, concretizing, user
particiaption, agile methods
(Miettinen and Valtonen 2012, Miettinen
and Koivisto 2009,
Stickdorn, M. and Schneider, J. 2010,
Rontti et al. 2012)
Service design and design methods, visual,
artistic and theoatrical methods, ideation,
cocept design, concretizing, user
particiaption, agile methods
(Miettinen and Valtonen 2012, Miettinen
and Koivisto 2009,
Stickdorn, M. and Schneider, J. 2010,
Rontti et al. 2012)
Human centred design,
user centred, user driven ,
community centred
design (
Winschiers-Theophilus
2010)
Human centred design,
user centred, user driven ,
community centred
design (
Winschiers-Theophilus
2010)

5. Juninger, S. (2012). Public Foundations of Service Design. Service Design with Theory. Discussion on Value, Societal
Change and Methods. Lapland University Press.
Jäppinen, T. (2011). Kunta ja käyttäjälähtöinen innovaatiotoiminta. Acta 230, Suomen Kuntaliitto. Helsinki.
Kuure, E. & Miettinen, S. (2013). Learning through Action: Introducing the Innovative Simulation and Learning
Environment Service Innovation Corner (SINCO). E-Learn 2013, 21-24 October 2013, Las Vegas, Nevada, USA.
Miettinen, Satu and Valtonen, Anu (eds.) (2012). Service Design with
Theory. Discussion on Value, Societal Change and Methods. Lapland University Press.
Miettinen, Satu and Koivisto, Mikko (Eds.) (2009).
Designing Services with Innovative Methods. Can be bought through Ellibs bookstore. Publication series University of Art
and Design Helsinki B 93. Kuopio Academy of Design. Taitemia Publication Series 33. Otava. Keuruu.
Rontti Simo, Miettinen Satu, Kuure Essi, Lindström Antti. (2012)
A Laboratory Concept for Service Prototyping – Service InnovationCorner (SINCO).SERVDES2012. Service Design and
Innovation Conference. Laurea University of Applied Sciences.
Sangiorgi, D. (2012). Value co-creation in Design for Services . In. Miettinen, Satu and Valtonen, Anu (eds.):
Service Design with Theory. Discussion on Value, Societal Change and Methods. Lapland University Press.
Stickdorn, M. and Schneider, J. (2010).This is Service Design Thinking. Basics - Tools - Cases." Eds. BIS Publishers.2010. NL
Winschiers-Theophilus, H., Chivuno-Kuria, S., Koch Kapuire, G., Bidwell, N. and Blake, E. (2010). Being participated: a
community approach. Proceeding PDC '10 Proceedings of the 11th Biennial Participatory Design Conference Pages 1-10

6. • Service designers use methods where
the user is enabled and has the power
to influence a service design process.
• Co-design work is carried out on a
regular basis, and new innovative
methods are developed to allow
inclusion, creativity and engagement.

7. • Service design provides tools for user
engagement in public services. User-
led design, engagement of users and
co-design are emphasized when
designing for new social innovation.

9. Service Design Enables
• Continuing learning process through
its iterative working approach.
• Strong peer-to-peer learning process
through co-design approach.
• Technology-aided learning process
through simulations.
And it can be
used to redesign
pedagogical
processes.

10. Service Design and Learning
Organizational
Learning
Converting Tacit
Knowledge to Explicit
Knowledge
New Understanding
Based on Experiences
Peer-to-peer Learning
Group Learning
Individual Learning
Collaborative
Knowledge
Construction
Learning-by-doing
Knowledge Transfer
in the Context of Co-
Design
Active Learning
And simulations!

11. Co-Creative Team Work in SINCO
Experience-based Context
Creative Building
Analytical Thinking

12. Simulations
• Effective way to:
• Cooperate and discuss
• Make processes and practices visible
• Learn new skills and gain contextual knowledge
• Make decisions
• In service design simulations are often called
prototypes.
• Prototypes can be used in discovery, creation,
evaluation, and implementing phases.

13. SINCO Learning Environment

14. SINCO and Related Areas
“quick and dirty”
“thinking with hands”
“serious play”
(Kelley, Brown)
Experience prototyping
(Buchenau & Fulton Suri 2000)
Theatrical methods
(Penin & Tonkinwise)
Simulation
(Makino, Pillan)
Model making
UI technologies
Service design process
(ENGINE, Mager, Oosterom, Moritz…)
Agile development
Visualizing
Co-creation
Participatory design
Rapid prototyping
(Chua et al.)
SINCO prototyping laboratory
Service Prototyping
(Blomkvist, Holmlid, Vaahtojärvi…)
Design thinking
Interaction design
(Saffer, Moggridge…)

15. My Dream World 1& 2 and Inari
Radical service innovation with the youth
& Constructing a prototype
The workshops develop methods that help youths to promote the
participation of other youths and interest groups in the development
of their community services by means of art and creativity. The goal
of the project is to find new ways to promote the participation of
youths in reforming the service structure of their communities and
to emphasize the role of youths as developers of their own
communities. Together with the youths, the workshop produces a
plan to adopt the developed tools and methods into the practices of
the youths and their community.

16. Methods
Storytelling probes with a magic wand
Arches of past and future
Personas
Mini-play
Storyboard
Photographic service journey
Hero’s journey
Service touchpoints for the sustainability concept

17. Results/outcomes
Service concepts for the communities: sustainability concept and
teenage pregnancy prevency concept
Exhibition in Arktikum
Installation of the service prototype Cape Town
Research data:
Transcriped material: group interviews, participant interviews,
photographs
Hero’s journey:

18. Thank You!
Contact:
satu.miettinen@ulapland.fi and
mira.alhonsuo@ulapland.fi
Or read more about cases and
service prototyping from
www.sinco.fi