Digital Service Design

In this event we focus on presenting the understanding of digital services particularly from the business perspective, as well from the perspective of developing and designing digital services.

Prof. Christian Grönroos, Svenska Handelshögskolan
Prof. Matti Rossi, Helsinki School of Economics
Dr. Esko Penttinen, Helsinki School of Economics
Prof. Virpi Kristiina Tuunainen, Helsinki School of Economics
Dr. Tuure Tuunanen, The University of Auckland Business School / The Center for Service Leadership, Arizona State University

The workshop consists of the following two days:

Monday October 12th - Introduction to digital services

Content: The overall goal of day one is to introduce the concepts related to services and service society. We will discuss the features that distinguish products and services, and how business are moving towards service-dominant logic. We will also discuss platform mediated and ICT enabled digital services and their business models. Finally, we investigate how service innovation differs from product-oriented innovations.

Tuesday October 13th – Digital service development and design

Content: This day starts by introducing service development process and service design concepts. More specifically, we will take an overview to service development process and discuss differences of product and systems development and service development processes. Then we will focus on digital service design and investigate service blueprinting as a way to design services. Finally, we see how needs and requirements for digital services can be discovered, specifically if the target audience is consumers.

This event will be organized in Leppävaara, at Laurea Ammattikorkeakoulu. Street address is Vanha Maantie 9, Espoo.
Nearest free car park area is Leppävaara Sport Park's parking place (located next to Laurea Leppävaara and Finnish School of watchmaking).
Local trains Y, S, U, L, E and A stop at Leppävaara train station, 300m from Laurea Leppävaara.
Please, check bus connections from YTV reittiopas.


October 12th    Introduction to Digital Services

09.00-09.15    Opening (Tuure Tuunanen)
09.15-10.15    Service as a foundation for business and marketing: toward a service logic (Christian Grönroos)
10.15-10.30    Break
10.30-12.00    From products to services (Esko Penttinen)
12.00-13.00    Lunch
13.00-14.15    Platform mediated services (Virpi Tuunainen)
14.15-14.30    Coffee break
14.30-15.45    Service innovations (Tuure Tuunanen)
15.45-16.00    Break
16.00-17.00    IISI2 Framework for Services (Virpi Tuunainen)
17.00-18.00    Eventual social event in Laurea

October 13th    Digital Service Development and Design

09.00-10.15    Service Development Process (Tuure Tuunanen)
10.15-10.30    Coffee break
10.30-12.00    Design of Digital Services (Matti Rossi)
12.00-13.00    Lunch
13.00-14.15    Service Blueprinting (Tuure Tuunanen)
14.15-14.30    Coffee break
14.30-15.45    Requirements Discovery for Digital Services (Tuure Tuunanen)
15:45-16:00    Closing