Leonie Hesse

Fjord Berlin at the Service Experience Camp 2015

Fjord recently presented and discussed design solutions for future challenges at Europe’s largest Service Design Conference, the Service Experience Camp. With a festival-like atmosphere, the contemporary conference format, which includes interactive Bar Camp sessions, gave 250 professionals and newbies the opportunity to learn from selected speakers, engage in curated sessions or even the chance to facilitate one themselves. Amongst them were Arne Schütze and Michel Tofahrn from Fjord Berlin, hosting a session about the future challenges of design practices in the era of Living Services.

Organizational change

Living Services are transforming and improving the way we live, helping to manage our digital lives and making the daily challenges we face much easier and more enjoyable. They also shift the focus of many corporates. Providing convincing digital services, which genuinely add value to the customers’ lives, has become the key to surviving in the modern age for many businesses. No one can afford to miss the latest service trends in fast developing digital markets.

More and more companies are already drawing on service design tools and methods to keep up with digital technology and innovative service standards, opening up innovation labs, hubs, centers with strategic partners like Fjord, who have the experience to create sustainable success. To really become a modern brand in the era of Living Services, companies today are challenged not only to deliver the right value at the right time and place to connect with, help and delight customers, but also to create suiting business models. In short: Become a living organization.

“Digital Innovation isn’t a one time action. It doesn’t have an end. For sustainable success in accelerating markets, companies need well-designed business environments that enable and encourage continuous change within their organization.” states Lilian Rosenkranz, Business Designer at Fjord Berlin.

 Getting real

The question of realization captured the attention of many strategists, innovation managers and designers participating at the Service Experience Camp. In our Bar Camp session, Michel and Arne rolled out the magic whiteboard to start a structured conversation around those current challenges and share their experiences with implementing both meaningful services in co-creation with big clients and creating organizational structures for future proof business models.

It is clear: things have changed, consumers have new expectations to meet, more and more industries are putting Design Thinking in the focus of their future business models. But what do those developments mean for organizations, the design process and in terms of legal & data?

The Fjordians explained, that the broader importance of design on all levels brings new and more complex challenges. It is to find ways for multi-disciplinary teams working together within the corporate world, as well as to support and prove legitimacy for a growing belief in the process of collaboration and co-creation.

This brings along a changing understanding of Design, as Michel Tofahrn emphasizes: “Design is about real change. Having a great idea, creating blueprints or concepts isn’t enough. As a designer, I also redesign the environments that are needed for their realization.”

Design = business creation

Design today has become a form of business creation, inspired by creative thinking and start-up strategies. “No more projects!” provokes the Design Lead Michel Tofahrn and pushes for labification, which enables intra- and entrepreneurial structures that allow “a constant implementation of fast iterations, validation and ongoing adjustment to latest developments and new learnings.”

Being aware of new methods and approaches to facilitate innovation, the diverse crowd of practitioners agrees: There’s no best practice, but collaboration of individuals around a common goal: Design doing.

For a fun experience letting analog and digital touchpoints go hand in hand, we also brought a digitized foosball table, which gathered the crowd for a very different kind of challenge. Originally developed by our Helsinki colleagues Gökce Taskan and Tuomas Karhu with the idea to create an “office league” for the worldwide Fjordland, our Berlin champion Jess Niemela adapted the concept and excited the conference participants with sensors, which monitor the goals and a real-time big data visualization of each foosball games.

Thanks to the awesome and beautifully thought through organization of this very contemporary conference format, the Service Experience Camp was big fun for all of us, and the vivid and active crowd participating. We’re already excited to see you there next year!

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Leonie Hesse

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