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ServDes2020

2–5 February 2021

RMIT UNIVERSITY, MELBOURNE AUSTRALIA

Short Paper

Combining machine learning and service design to improve customer experience

06:00PM

07:00PM
Presenting Author(s): Niko Reunanen, Zeynep Falay von Flittner, Virpi Roto, Kirsikka Vaajakallio
02 February 2021
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Service design is an effective approach for service-based businesses to improve customer experience. However, Double Diamond design process has limitations in identifying the development areas with most business impact. Combining service design process with machine learning presents a new opportunity for alleviating the aforementioned limitation. We present a case from a European service design agency and a Nordic life insurance company to describe the utilization of machine learning in the beginning of the service design process. With this new process we were able to quantify business impact of different customer experience factors and focus the design effort towards the most potential area. Additionally, we increased the buy-in from top management by enhancing the credibility of the qualitative approach with numeric evidence of customer experience data. The work resulted in increased Net Promoter Score for the client organization.

Europe (CET): 2nd February 2021 8:00 am to 9:00 am

US (EST): 2nd February 2021 2:00 am to 3:00 am

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Kirsikka Vaajakallio
Kirsikka Vaajakallio
Hellon

Kirsikka Vaajakallio is a lead service designer, partner, and employee experience director at Hellon, Helsinki. She was previously a researcher in Aalto University in Helsinki and has written her doctoral dissertation on Design Games. Her special expertise is on transformation and strategic service design.

Niko Reunanen
Niko Reunanen
Hellon

Niko Reunanen has utilized data science in various domains for over 10+ years, from conducting research to implementing systems. He currently works as a data science lead for a Finnish service design agency called Hellon. His goal is to increase the impact of service design with a tight-knit relationship between design, business and technology.

Zeynep Falay von Flittner
Zeynep Falay von Flittner
Hellon

Zeynep Falay von Flittner has over 15 years of international experience in service design and design leadership. Currently as design director at Hellon, Zeynep helps organisations to transform their culture into a more user centric-direction and encourages them to use strategic design to create better customer experiences and business impact. Before joining Hellon, Zeynep has worked as design director at Fjord, where she helped establish and grow the Fjord Istanbul office as well as designed digital services for large companies, including Nokia, TeliaSonera, Danske Bank, Turkcell and Garanti Bank. Zeynep has experience in building and managing design teams, consulting companies in customer centric innovation and transformation, as well as teaching service design.

Virpi Roto
Virpi Roto
Aalto University, Finland

Virpi Roto is a Professor of Practice in Experience Design at Aalto University, Engaging Co-design research group. She has studied and implemented human-centred design for 25 years, first in Nokia Research Center and then at the Department of Design in Aalto University. She is best known of her research on user experience in the field of Human-Computer Interaction, but during the last years, her work has expanded to more holistic service design.