Being a service designer. Ulla Jones Business OP Financial Group

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1 Being a service designer Ulla Jones Business OP Financial Group

2 Your future profession might not yet exist

3 What would you do if you weren t afraid?

4 I ve given up long ago to try to understand what you do for living

5 I am a design thinker and I use service design tools in my work

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7 Don t hurry things!

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10 Pause for 5 minutes and reflect, write down 3 thoughts/questions

11 Never in million years would I have thought that I d work in a bank!

12 Our strategy since 06/2016 OP of tomorrow We are gradually reshaping OP into a diversified services company of modern times to meet our customers' new needs in the changing and digitalising world. While financial expertise remains our backbone, we want to provide our customers with service packages in the fields of health and wellbeing, housing-related services, mobility services, security and e-commerce.

13 We exist for our customers

14 Design, Service Design and Design Thinking Design is not just what it looks like and feels like. Design is how it works. Steve Jobs, former CEO, Apple Service design aims to ensure 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. Birgit Mager (2009) Design thinking is a humancentered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. Tim Brown, president and CEO, Ideo Feasible Technology Desirable Human Viable Business

15 From systems to customer centered approach System centered Customer centered Customers Interactions Channels Processes Systems Systems Processes Channels Interactions Customers

16 Design at OP Goal: 100 % R&D project uses design methodology Design resources Oulu development unit OP Mobile and Pivo developed by service designers and design thinking methodology Systematic partnership with service design partners Large scale recruitements è

17 Goal is to take design to strategic level In the year 2016 service design was used in 79% of projects from starte to deliver. In the year 2015 design was used in 38% of projects. Design ladder maturity model tells we have moved from step 2 to step 3. This year we aim to raise design to the 4th step STEP 4: Designs as strategy The designer works with the company s owners/management to rethink the business concept completely or in part. Here, the key focus is on the design process in relation to the company s business visions and its desired business areas and future role in the value chain. STEP 3: Design as process Design is not a result but an approach that is integrated at an early stage in the development process. The solution is driven by the problem and the users and requires the involvement of a wide variety of skills and capacities, for example, process technicians, materials technicians, marketing experts and administrative staff. STEP 2: Design as form-giving Design is viewed exclusively as the final form-giving stage, whether in relation to product development or graphic design. Many designers use the term styling about this process. The task may be carried out by professional designers but is typically handled by people with other professional backgrounds. STEP 1: Non-design Design is an invisible part of, e.g., product development and the task is not handled by trained designers. The solution is driven by the involved participants ideas about good function and aesthetic. The users perspective plays little or no role in the process..

18 90 designers and design-thinking orientated professionals in Helsinki and Oulu

19 We are an internal competence centre that serves the whole organization Group Services Development and Technologies OP Design & Software Design & customer experience

20 Designing in all three levels Level Perspective Content Strategic design Customercentered business Business goals & customer value. What business we are in? What is the customer value we are creating? What value technology can create? Tactical design Holistic service concept Omni-channel solution to meet business requirements and to create desired customer value in feasible way. Operational design Touchpoint user experience Channel specific user experience. What service and user experience is optimal at chosen channels?

21 OP design teams and roles Business Design Business Designer Strategic Service Designer Service Design Strategic Service Designer Service Designer UX Design Service Designer UX Manager Senior UX Designer UX Designer UX Developer AD Graphic designer Senior Copywriter Copywriter

22 We are organized around current businesses as well as strategic transformation OP Banking Non-life insurance Wealth management DESIGN & CUSTOMER EXPERIENCE Health and wellbeing Housing-related services Mobility services Security Channels E-commerce

23 OP design process is triple diamond Process phases 0. Before the start 1. Clarify & understand 2. Ideate & test 3. Define & realize Iterative process Phase content Identify business needs and goals. Reassessing the project from customer point of view Outlining the roadmap, defining methods and creating a schedule. Identify the problem, opportunity and customer needs to be addressed through design Clarify the solution space and build a rich knowledge resource with inspiration and insights Define a clear value proposal based design brief understandable for all stakeholders Analyze the outputs of the Understand phase and synthesize the findings into a reduced number of opportunities and solutions Define initial product or service solution concept for rough prototype or MVP testing Iteratively test concept(s) with end users and clarify the holistic omni-channel concept for production backlog Design the service concept s UX interfaces to all channel and Validate the feasibility of the service Support the realization of the designed user experience and launch

24 Design at OP is Business development Customer-centered Co-creative Evidencing Holistic

25 Pause for 5 minutes and reflect, write down 3 thoughts/questions

26 Snapshots from real life

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30 30 Our way of working We involve customers in the development process We build insight We deliver solutions

31 OP s 1. design day OP s 2. design day OP s 3. design day OP s 4. design day OP s 5. design day

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33 Technology tells what can be done Design tells what should be done

34 Pause for 5 minutes and reflect, write down 3 thoughts/questions

35 Do things, which your future self will thank you for.

36 Thank