Hello! we are Fjord
01 Hello we are Fjord 02 What is service Design 03 Fjord s Design rule of 3 04 Design for public sector 05 Design By Prototyping: Red Cross case 06 Designs Methods Presentation Name 2
Fjord At Fjord we believe business success requires a people-led approach. We focus on Design and Innovation, and our native medium is digital. Fjord was an independent firm until 2013, and became part of Accenture through an acquisition in 2013.
4 Hello! We focus on service design & strategy combined with digital product creation
1 STUDIO, 3 KEY COMPETENCIES We bring together design, technology, and strategy, all in one space, in the heart of Helsinki. DESIGN FJORD We want to create new ways of working with our clients: clients in residence. Products with purpose Experiences users love The collaboration and co-creation space facilitates continuous innovation and meetings by the kitchen table. INNOVATION ACCENTURE STRATEGY TECHNOLOGY LIQUID STUDIO Big ideas executed
Atlanta Austin Berlin Chicago Dallas Helsinki Hong Kong Istanbul London Los Angeles Madrid Melbourne Milan Paris New York San Francisco São Paulo Seattle Stockholm Sydney Toronto 28 1000 300 1 Studios Experts Clients Team Europe, North America, South America and APAC The best talent in the world Worldwide Part of Accenture Interactive, the world s largest agency
01 Hello, we are Fjord 02 What is Service Design 03 Fjord s Design rule of 3 04 Design for public sector 05 Design By Prototyping: Red Cross case 06 Designs Methods Presentation Name 7
https://vimeo.com/212939377
We live in a golden age of design Presentation Name 9
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Design thinking Design thinking is about creative problemsolving that brings different disciplines together to transforms insights into solutions that are desired by people and deliver values for business. Presentation Name 11
It s human centred Design Thinking starts with empathy and understanding people through direct observation and research.
It s iterative Refines the problem definition and potential solutions based on feedback and testing; learns from early failures.
It s creative & playful Reframes the problem and looks at it from different perspectives; considers many solutions.
It s prototype driven Relies on tangible representations of potential solutions to get early user feedback.
It s collaborative Involves all disciplines throughout the process. Employs cocreation methods as appropriate during the process.
01 Hello, we are Fjord 02 What is service design? 03 Fjord s Design rule of 3 04 Design for public sector 05 Design By Prototyping: Red Cross case 06 Designs Methods Presentation Name 17
Because the world is changing fast and companies are struggling to keep up Presentation Name 18
Organisations that take Design Seriously and want to win with the help of design, need to build a comprehensive design system. Presentation Name 19
It s not enough to hire a few talented designers and think that the job is done, or to send business people to a Design Thinking course. Presentation Name 20
In order to keep up in a world of change, companies need a culture that embraces innovation Innovation: Make changes in something established, especially by introducing new methods, ideas or products. Presentation Name 21
22 D3 Design rule of 3 Presentation Name
D3 Design rule of 3 A vibrant and sustainable design system to achieve innovation contains three core elements DESIGN CULTURE DESIGN THINKING DESIGN DOING Presentation Name 23
Design thinking Design is very good at unifying perspectives and creating a shared vision thought out the organisation. It focuses on meeting real needs of people. DESIGN CULTURE DESIGN THINKING DESIGN DOING Presentation Name 24
Design thinking Means: Collaboration and co creation to unify perspective and create shared vision Must involve 3 key perspectives, People/business/ technology Need to measure customer engagement and tie it to incentives for leadership and beyond Presentation Name 25
Design doing Design Doing is about craftsmanship, and about iteration and testing design hypothesis DESIGN CULTURE DESIGN THINKING DESIGN DOING Presentation Name 26
Design doing Means: Great design prioritizes and simplifies, without dumbing down. we must go beyond utility, into touching people's emotions. The medium we design in is changing faster than ever. We design for micro-interactions through a number of touchpoints. We design for voice. We design for and with data. The only way to achieve TRULY great design is practice, practice, practice Presentation Name 27
Design culture it is what minds everything together, attracts and retains great design talent, and ensures Design becomes part of the DNA of the organization. DESIGN CULTURE DESIGN THINKING DESIGN DOING Presentation Name 28
Design culture Means: Invest in learning & tradition Diversity, don t create a monoculture. Don t hire just people like you. The design culture should put the collective the team ahead of the individual. But that doesn t mean we empower and celebrate the team at the expense of the individual. The way the workplace is constructed matters a great deal. It must be flexible, and all barriers to communication and collaboration must be removed. Presentation Name 29
D3 needs to be balanced D3 is a design system that will make design a powerful force for positive change in the organization. We need to remember that the system needs to be in balance. DESIGN CULTURE DESIGN THINKING DESIGN DOING Presentation Name 30
Design Thinking is in vogue right now, but we should not purely focus on it only. It would run the risk of leading to more fun workshops solely and would not create sustainable change or impact. Only Thinking Won't create impact
If design doing is invested at the expense of the other two elements, there s a risk that value and impact will not be sustained as the bigger picture is missed, as the doing creates just more sameness, and there s also a risk of implementing a design sweat shop. Only Doing Lack of differentiation
If we focus mainly on design culture without paying sufficient attention to design thinking and design doing, the risk is that it will lead to design evaporation: a happy farm that fails to create impact and output as it doesn t contain strategic rigor and doesn t focus sufficiently on the craft and output of design. Only culture No tangible outcome
D3 is a powerful design system and it s what s required to apply Design strategically, sustainably, and with high impact. With D3, great design will happen in a positive and productive setting. Presentation Name 37
01 Hello, we are Fjord 02 What is service design? 03 Fjord s Design rule of 3 04 Design for public sector 05 Design By Prototyping: Red Cross case 06 Designs Methods Presentation Name 38
What is the public sector? Presentation Name 39
The part of national economy providing basic goods or services that are either not, or cannot be, provided by the private sector. It consists of national and local governments, their agencies, and their chartered bodies. Source: http://www.businessdictionary.com/definition/public-sector.html Presentation Name 40
Challenges for designing for public sector Presentation Name 41
Increasingly, the public sector has to deal with uncertainty rather than risk, and it is good at managing risk but bad at managing uncertainty. Design offers the capacity to engage with user needs and social needs, and to take a prototyping approach to solutions. This is a way to build a bridge between uncertainty and risk. Marco Steinberg, government innovator and founder, Snowcone & Haystack, strategic design practice for government Presentation Name 42
Design approach Presentation Name 43
Design thinking Presentation Name 44 44
Design for policy ladder Presentation Name 45 45
Red Cross Making helping easy and engaging A tool for discovering and organising meaningful volunteer work
Finnish Immigration Services Finnish Immigration services Brand building as driver for Migri innovation lab. Establishing soft values, process and identity to drive innovative projects to transform the organisation.
www.inland.studio
01 Hello, we are Fjord 02 What is service design? 03 Fjord s Design rule of 3 04 Design for public sector 05 Design By Prototyping: Red Cross case 06 Designs Methods Presentation Name 49
01 Hello, we are Fjord 02 What is service design? 03 Fjord s Design rule of 3 04 Design for public sector 05 Design By Prototyping: Red Cross case 06 Designs Methods Presentation Name 50
Essential tools Insights gathering Gather insights through interviews. Qualitative discussions with users, stakeholders and employees are essential to understand the context, the emotion and the pain points. Digital experiences has transformed customer expectations. They expect the experience to be as good as with their favourite digital applications. Consumer research and insights are crucial to understand people s expectations and the behaviour but also to uncover unmet needs and pain points. Where is design now? 51
Essential tools User personas Personas are reliable and realistic representations of your key audience segments. They add a layer of real-world considerations. They push design team to think about the users and their needs throughout the project. Archetypes are aggregated descriptions of users that help us understand a type of user. Personas are personified archetypes. Personas are given typical life stories, making them easier to design for than archetypes. Where is design now? 52
Essential tools Customer journeys It follows the journey of a person consuming a service step by step. Each step illustrates a touchpoint of the service. Along the way, high and low consumer experience points of the journey are identified. To deliver better experiences and really engage with customers, we must focus on key customers journeys, understand as the interactions across multiple channels and at different time. Where is design now? 53
Essential tools Service vision It s the foundation of the project, the document that gives direction throughout the entire project. We will translate these behaviour into a set of interaction style. The document summarises the benefits the service will bring. Usually, a service vision document covers the following topics: Context & Key Findings Service Objectives User needs Value Propositions & Business Model 54 Where is design now?
Essential tools Service blueprint Helps us understand the building blocks of services and expose the processes that are part of delivering a service. It also enables us to connect the various components of a service to one another from front-stage to backstage. Blueprints aim to represent the service system. Service blueprints are visualisations of services and their components that are customer-focused. They allow people to visually understand the building blocks of services. Where is design now? 55
Essential tools Service concept The big idea that is defined and described based on the vision: what we do, for whom and how. We will create a high level wireframe of the key journey to be prototyped. Overall concept will be divided in smaller agile design concept. The road map will show the priority. Coherent concept in line with a vision and customer centric approach with testing with prototype. Where is design now? 56
Essential tools Service prototype A high fidelity prototype illustrating key moments from the user journeys. Can be used as a communication tool to your stakeholders, making the concept come alive in their hands. Can also be tested with users to validate the concept and experience. We test the prototype with users and shoot a short video of their reactions and opinions. This invaluable feedback will also help us adjust our design. Construct a high fidelity interactive visual prototype in e.g. InVision or HTML. Where is design now? 57
Thank you Bárbara Rebolledo Presentation Name 58