Futurice is a global design firm with 600+ employees, 8 offices, and 3000+ projects realised.
The team in this 20-year-old company wants to ‘bring together strategy, design, engineering and data to help organisations become resilient, so they can take control of their futures.’

One thing that I particularly like in this Service Design process is the ping-pong session between today's reality and the future dream. It works from how things are done currently, what they call "Current State" and then tries to get to a dream, what they call "Target state".

With the addition of measurements, this process really makes it possible to at the start of the process show how difficult the road will be to get to the new dream state. It also makes sure that when we are changing things in the service we are going in the right direction.

Finally, I really like that this process recognizes that there is always something that is pre-existing. And that from there we can improve things. I see it as an humble approach where the service designer says: "I'm not here to start from scratch, but let's work with what we already have".

I found this Service Design process from Futurice in a blog post called Beyond Measurement: Designing Excellent Customer Experiences written by Heli Ihamäki in 2016. The article was originally published in Finnish in issue 1/2016 of Sytyke magazine. The article isn't available anymore on the Futurice blog but can be found here via the Wayback Machine.