Service Design Academy
Problem
Onmiva was looking to enhance their customer-centric practices in day-to-day service and development activities. The task was to train service design ambassadors who would adopt and promote design thinking in the long-term.
Solution
Rethink developed an 8-week intensive program to best achieve Omniva’s goals. The program combined classroom learning sessions, independent work and mentoring to ensure joint development of knowledge, practical skills and necessary attitude to implement learnings into practice.
Learning cycle was kicked off with an introductory meeting after which all the application rounds were open to all the employees of the company. The accepted participants joined teams according to their topic preference. Each group worked on solving a real-life business case and was allocated an individual mentor.
The 4-module program equipped participants with comprehensive understanding of the service innovation process. Through the hands-on experience of conducting client interviews, ideation, prototyping, testing and validation, they acquired practical skills and tools for applying the service design in their daily work.
The program design took into account the specifics and limitations of the sector as well as Omniva’s unique values, management principles and service standards.
Results
- The participants were equipped to develop and improve services using a customer-centric framework.
- All participants got certified as service design practitioners.
- Access to a digital service design toolkit, that can be reused in the future projects.
- Around half of the solutions developed in the program continued development after the program and the first ones were launched for the customers as quickly as a few months after the program.
- The program had multiple spin-offs in Omniva, such as service design ambassador network and internal mentoring.
Participant: “I especially valued the interviews guide, experiments and persona matrix. These really helped understand what the pain points of the customer are and which problem to select first.“
Numbers
- 4 learning modules
- 6 learning sessions in 2 months
- 75% of the program was practical tasks and case studies
- 25 participants in 5 teams
- 30 client interviews completed
- 5 prototypes completed
2 batches of teams have completed the program over the period of 1 year.
The most valuable aspect for me was, that it was training consisting of several modules, when we had possibility for a home task – really doing things in practice. It was not just a theory, but basically learning by doing, which is the most valuable – customer research, experiments, interviews, prototyping and pitching in practice. Also very valuable was, that we had possibility to have professional mentors and use their help, advices, feedback etc.
Academy participant
Omniva
Omniva is an international post and logistics company based in Tallinn, Estonia.