Using Service Design to Explore and Optimize Collaborative Envisioning Sessions
Authors
Søemod, Ida Hee ; Jørgensen, Sara Hauritz ; Skram, Josefine Hassinggaard
Term
4. term
Education
Publication year
2019
Submitted on
2019-05-28
Pages
176
Abstract
Specialet undersøger Collaborative Envisioning Sessions og hvordan kunderejsen kan optimeres gennem servicedesign. Med Danish Design Centres projekt Boxing Future Health som case, og særligt workshoppen Touch the Future, hvor organisationer besøger fire alternative sundhedsscenarier for 2050 i en sanselig og fælles ramme, kortlægger studiet forløbet før, under og efter workshoppen og afdækker kunders oplevelser, behov og motivation. Gennem en servicedesignproces med primært kvalitative metoder og værktøjer, hvor et journey map er det centrale analysegreb, identificerer forfatterne en gennemgående udfordring: Kunder har svært ved at omsætte og formidle de indsigter, der skabes under sessionen. På den baggrund – og i tæt samarbejde med DDC – udvikles et optimeringskoncept, der tilføjer trin og touchpoints til den eksisterende rejse med fokus på opfølgning, støtte til det videre arbejde og en forbedret helhedsoplevelse. Ét touchpoint blev pilottestet i maj 2019, og en produktrapport beskriver, hvordan de foreslåede elementer kan integreres, samt hvilken værdi de kan skabe for både kunde og leverandør. Afslutningsvis reflekterer specialet over processen og diskuterer relevansen for andre organisationer, der arbejder med collaborative envisioning.
This thesis investigates Collaborative Envisioning Sessions and how their customer journey can be optimized through service design. Using the Danish Design Centre’s Boxing Future Health as a case—specifically the Touch the Future workshop, which immerses organizations in four alternative healthcare scenarios for 2050—the study maps the end-to-end journey before, during and after the workshop to understand customers’ experiences, needs and motivations. Through a service design process using primarily qualitative methods and tools, with a journey map as the main analytical device, the authors identify a recurring challenge: customers struggle to apply and disseminate the insights generated during the session. Based on these insights, and in close collaboration with DDC, they develop an optimization concept that adds steps and touchpoints to the existing journey, emphasizing follow-up, support for continued work and an improved overall experience. One touchpoint was pilot tested in May 2019, and a product report outlines how the proposed elements can be integrated and the value they may provide to both customers and the provider. Finally, the thesis reflects on the process and discusses implications for other organizations working with collaborative envisioning.
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