We’ve developed a few iPhone apps since the AppStore opened July 2008. Just out of curiosity and for the fun of it. Our latest app is Fit to drive? –  designed to increase awareness of drinking and driving.

We’ve had a lot of debates too – also with sceptical clients that still consider iPhone and apps a passing trend – let’s wait and see if that lasts. No reason for iPhone optimised websites either. Hey, approximately 2/3 of total mobile surfing happens on an iPhone. Go to the café next door, ask two people – one with iPhone and one without – whether they have been online with their phone. The iPhone user will say yes, the other is likely to say no.

Our feeling is that it will not only last, but skyrocket. Apple currently dominates this new market because it created it. App-thinking defines the future for a lot of services delivered on mobile platforms. More than 2 billion apps  downloaded, turnover beyond EUR 2 billion and –  60 million iPhones sold according to TechCrunch. This tells us that those who still don’t believe in apps, better start believing.

What is more, if you add the numbers of iPod Touch sold, it becomes the fastest growing  hardware platform in consumer tech history. The iPhone, the apps and the unbeaten user experience of the iPhone have created a new opportunity space. Of course, leading today is not the same as leading tomorrow but it does make the other tech kings shudder.

Creating a successful app-store isn’t as easy. Google and NOKIA are trying hard. Apparently even the Danish AppStore grosses more in a single day than  Android Market in a year. What about Ovi?. Long way to go but together with Apple they’ll create a whole new category of on-line experiences.

Our point of view? iPhone or not, don’t miss the train – deliver your existing or new service via a mobile app. It’s key to your future.

At Designit, we’ve been working at a Danish hospital with service innovation for a year now. And Designit’s EPIC workshop indicated that one challenge is universal for hospitals: humanising healthcare.

Participants of the workshop – among others healthcare professionals and decision-makers from the public and private healthcare sector in the U.S. – said there was a need to: 1) improve communication between staff and patients so that that patient’s understand their situation and role, 2) make people feel welcome and safe 3) meet the needs of users as individuals.

In other words, they expressed a need for increased focus on the person. The individual. Ensuring the system fits the user – and not the other way round. Create real solutions for real people – that is also the need identified at the workshop and most certainly by our fieldwork in at Odense University Hospital in Denmark.

So how do you do this? Well, it’s important to say that this doesn’t have to cost the earth. As an innovator / design thinker, you need to show respect for the complexity of hospitals and the constraints. You must accept hospitals’ evidence-based culture – then identify what to test and create the right test change conditions. Many small, incremental innovations can, when gathered, have a big impact. It’s not about changing everything overnight, but slowly starting a new mindset and a movement.

Another crucial point is commitment. As a decision-maker at a hospital, you need to ask yourself: are you really committed to this change process? Will you support it throughout the organisation – even when you meet opposition?

Interesting to see that the need for humanisation in the healthcare sector is more widespread than we’d thought. Hospitals are most definitely not immune to change, you just need to understand the dynamics and design your innovation process accordingly.

Just some thoughts from the field…

At a seminar in Copenhagen the other day, Joe Pine from Strategic Horizons told about ‘services you didn’t ask for’ which triggered some thoughts on service experiences in general.

At Designit we’re currently quite focused on the global trend towards self-service and DIY. Self-service – in most cases – actually also happens to be something you didn’t ask for, and rather insisted on not having. But new divisions of labour between service provider and service buyer are here to stay, so it might be worth thinking about!

All sectors and markets experience a shift in user behaviour and service perception towards a preference for self-service and DIY. Not only for user but also for service provider this means new opportunities.

Even ‘mission critical’ industries like health care will become self-care in a couple of years from now. Take prescription drug vending machines for example. Chance is, that we’ll end up prefer self-service. And be surprised how self-service-capable we are – at least if the self-service experience is well designed and with user-capabilities in mind.

Within DIY activities the trend also shifts and creates new markets. Have a look at these two examples. Why not source back your typical DIY tasks (if you are a male) to a service provider. Here is the EasyCarWash offer reinventing carwash experience: Park your car at work, book a wash and enjoy a hand-washed car when you leave the office. A standard car wash consumes minimal water and costs approximately €15 so its benefits are both economical and environmental!

Or book a multi-handyman on the internet and get all the stuff done that used to require serious DIY-skills or two or three different professions + coordination. We tried it and it works! Next thing, I guess, will be a mobile hairdresser in the Copenhagen office saving time and probably cost too.

New, reinvented ‘service agreements’ between the service giver and service taker is the future. These new services are services that you did’nt ask for, but end up loving them and recommend them to your friends. Their logic is irresistible – and that’s why they’ll grow and change the game in the sector.

So, all you big established service providers with dated business and service concepts – rethink, get into the new game – or loose it!

Tired of getting out to refuel? Tired of getting hands and shoes ‘dieseled’ every time? Here is the solution. Automatic refuelling! It might be your most unrealised need.

The retailer will be happy as well. According to Fuelmatics, Easy-Fill® doubles customers per hour, increases their loyalty and rocket sales in shop! The latter is quite amazing as most auto-refuellers stay in their cars and never make it to the shop. Must be some new kind of remote shopping.

Anyway, I’m an automation geek and just I’m longing to do that drive-through fill up!

Last week Designit Copenhagen hosted the first official meeting of the Danish Service Design Network. We had a great turnout – proof of the growing interest in this field. Inspired by networks abroad, it aims to further service design in Denmark by bringing together professionals working in the public or private sector, consultancies and academia.

The big turnout meant we only had time for introductions, so the purpose of the network still remains to be decided. I’m looking forward to finding out.

But what I do know for certain is that service design will play an increasingly important role – not just at Designit, where we are currently optimising service at Denmark’s largest hospital, Odense University Hospital, but also in the Danish design scene in general. Britain for one has led the way in Europe until now with service design and now Denmark wants to catch up.

To find out more about the network, contact: toke@radarstation.dk

Start taking notice of your (potential) female customers, was thrust of a seminar late last year at Copenhagen Business School. The seminar focused on how businesses can increase sales significantly by focusing on female customers. According to Helle Katholm Knutsen, women decide or influence a whopping 80% of all purchases! A GIANT business opportunity.

Many of Designit’s clients are starting to recognise this opportunity and requesting our expertise on how to best target the female segment. And we’re not the only ones. Here are examples of formerly male-focused companies that are doing what they can to get their foot on the female ladder.

Take for example Sydbank, which has a pension and investment service especially tailored to women. Or Q8, the chain of petrol stations, who is launching ‘Qvik To Go’, a new product series of healthy snacks and stations with new interior that appeals more to female customers. When Procter & Gamble Co. invented Swiffer, it was a result of considering how women feel while cleaning the house.

The business potential of the female segment is huge, so grab it!

The Minister of Trade and Industry in Norway, Sylvia Brustad, recently announced design as one of her focus areas and grants the Norwegian Design Council 10 million NOK to initiate a design driven innovation program.

Even though it is not much, it is a very important sign in Norwegian politics. The politicians might finally have realized something our Nordic neighbours realized years ago. Design is about creating value and not just about styling…

Later this fall, the government will publish a white paper on innovation. In the government’s plan for innovation made in 2003 – design was hardly mentioned. And this was the same year as the Korean government launched their very own five year design strategy to increase the country’s GDP – with great success!

So here we are almost six years later with multinational companies around the world using design as a strategy in sharpening their competitive edge… Have Norwegian politicians finally gotten the point? And will they succeed in forwarding this message to business and industry? When Sylvia Brustad says she believes in design as an innovation driver – does she really mean it?

In an interview, Sylvia Brustad mentions products like the Tripp Trapp chair and Cherrox boot as good examples of design innovations in Norway. These are almost 40 year old products that represent the “old way” of thinking design. Sylvia Brustad needs new examples of design innovations! She needs examples that show the potential in design TODAY – e.g. service innovations that examplify design being used in developing immaterial values – in creating user experiences.

And as she needs new examples – Norwegian designers need the support in creating them. Use the 10 million for this! The Norwegian Design Council should initiate service design projects in our growing service sector just like the Danish government has done. This can improve our services and our design industry – they both need support in evolving….

I believe that the big potential for innovations are not in the Norwegian industry – it’s in the services!

Put that in the white paper on innovation!