Imagine a world where personalized homes are created based on individual interests, hobbies, and values. A world where libraries are much more than book borrowing points – for example, community-building leisure centers. At the same time, entrepreneurs can exchange real-time data seamlessly with minimal effort. These and many other solutions resulting from co-creation were shared at the 2023 Service Design Day conference.
The conference was opened by Alina Kester, the Creative Director of Liven. She shared her experience of why it is important for a real estate company to move away from age and gender-based stereotypes when designing new homes. Through co-creation, they currently map the interests, hobbies, and values of their clients, and client involvement is the foundation of every development phase. For example, an engineer speaks with a potential client before designing a house to understand who they are creating for and what they are creating. Only in this way is it possible to create personalized homes with soul, tailored to modern individuals.
Brita Moorus, the Head of Product Development at Fairown, believes that the greatest innovation arises when different industries and services collaborate. She spoke about how Fairown has been able to co-create a service in the financial sector based on the principles of the circular economy with merchants and creative partners.
The National Library of Estonia (RaRa) presented its innovation program, through which they have started creating one of the largest libraries in the Baltics. Through the involvement of over 2800 users and collaboration with TalTech’s service design laboratory d.Lab, they gained an understanding of the purpose of different library spaces. RaRa’s inclusive culture and focus on user-centered design have paved the way for the creation of a library that functions as a center of knowledge and community.
Sirli Heinsoo, the Head of Real-Time Economy at the Ministry of Economic Affairs and Communications, talked about the potential of managing real-time data. The solution being developed in Estonia enables seamless data flow and automated processes. Such a system, based on the needs of entrepreneurs and organizations, reduces administrative burden and allows more time for core activities. Access to timely information and shared data standards provide the opportunity to make smart decisions.
Martin Havik, the Chief Technology Officer of Postimees Group, has adopted the philosophy of an African proverb: “If you want to go fast, go alone. If you want to go far, go together.” However, through valuable lessons, Martin has come to the conclusion that if you want to go fast, go together. He emphasized that innovation and customer-centric service can only be achieved through collaboration with excellent design and development partners, as well as the implementation of various co-creation facilitating methodologies. He also emphasized the importance of user experience (UX) design, stating that even an average idea can become great with exceptional UX.
Sander Välk, the Head of Innovation at SEB Bank, discussed the possibilities of interdisciplinary collaboration in promoting innovation. He pointed out that by combining design and science, it is possible to create new services and products oriented towards the future. Integrating design thinking into the process of creating services and products helps to achieve breakthrough solutions in complex challenges. Encouraging collaboration between scientists and designers is essential to reach innovations in the coming decades.
Jussi Hermunen, CEO of Digitalist Finland, emphasized the need to adapt to the rapid changes that impact our world. Companies have had to quickly adapt to unexpected events over the past decade, ranging from the pandemic to climate challenges. He emphasized that these global developments have led to the necessity for companies to transform and create new business models. However, organizations still have the opportunity to evolve rapidly in uncertain times by setting clear and shared goals throughout the company. In addition, service designers need to understand various regulations – from WCAG regulations to ESG – that impact service and product development. AI will be a significant tool that will influence our work styles in the future. Jussi mentioned that collaborating with AI is particularly beneficial where it is possible to optimize manual work time. By implementing the above principles, organizations have the opportunity to gain a strong competitive advantage in uncertain times.
The Service Design Day 2023 conference introduced the potential of co-creation as a driving force for innovation, sustainability, and user-centered design. From breaking real estate stereotypes to transforming libraries, managing real-time economies, and embracing interdisciplinary collaboration, these ideas demonstrate the power of collaboration in shaping a better future.