Value co-creation in non-profit service systems – The case of expanding participation in a retirement coaching service
Author
Kosonen, Nea Alina Annika
Term
4. term
Education
Publication year
2016
Submitted on
2016-11-20
Pages
31
Abstract
Specialet undersøger, hvordan værdi-samskabelse—at brugere, frivillige og fagfolk skaber værdi sammen—kan hjælpe med at skalere en non-profit service. Med Finlands Røde Kors’ pilot om coaching i forbindelse med pensionering som case flyttes fokus fra faste service-strukturer til en platform, der understøtter samarbejde. Denne ændring fungerede som ramme og prægede valg af metoder. Studiet anvendte etnografiske metoder, fx deltagende observation, for at forstå målgruppen og service-infrastrukturen (de bagvedliggende processer og værktøjer). Det brugte også designværktøjer, som ikke-designere kan anvende, til at tale om, hvilken værdi servicen skaber. De største udfordringer var at forstå målgruppen og at afklare rollerne i servicen. Specialet viser, hvordan samarbejdsorienteret design og interaktionsanalyse (at studere, hvordan mennesker interagerer) kan styrke deltagelse og skalérbarhed. Det skitserer også, hvornår mere kontrollerede eller mere åbne serviceformer kan være hensigtsmæssige i fremtidig udvikling.
This thesis examines how value co-creation—users, volunteers, and professionals creating value together—can help scale a non-profit service. Using the Finnish Red Cross’s pilot in retirement coaching as a case, it shifts focus from rigid service structures to a platform that enables collaboration. This shift served as a framework and shaped the choice of methods. The study used ethnographic methods, such as participatory observation, to understand the target group and the service infrastructure (the behind-the-scenes processes and tools). It also used design tools that non-designers can use to discuss what value the service creates. Key challenges were understanding the target group and clarifying roles within the service. The thesis shows how collaborative design and interaction analysis (studying how people interact) can improve participation and scalability. It also outlines when more controlled or more open service models may be suitable for future development.
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