Linking design thinking and doing
WHO – I’m Minna Takala. My work is part of planning and developing design strategies and concepts. During the last 15 years I have worked with many global brands to strengthen their leadership position.
Future driven Creative Leadership needs to be CROSS FUNCTIONAL. I have worked towards building a wide expertise that enables me to offer a one stop solution for strategy creation: content + visuals + project management.
HACK FUTURE NOW
WHAT – My goal is to always push thinking forward. I want to discover new ways for companies and individuals to see the future in the present.
By anticipating and understanding what comes next and why I support leading brands and organisations to take action early to build a desired future. Together, we apply creative, explorative, and people driven techniques to prepare for challenges of many alternative futures. We use imagination and a flexible mindset to find growth drivers and capture innovation ideas.
Market and user research, focus groups and big data concentrate on current problems. Since the future has no data, I use combination of explorative techniques. I build Creative Insights using scanning, mapping, observation, mash-ups, visual curating and scenarios. This strategic and future driven context enables relevant and meaningful design, brand and content creation.
Build Your Desired Future
Nobody knows the future. In order to make sense of it you have to jump into the unknown territory. But it is a journey you are guaranteed to learn something new in the process.
I work towards synthesising and visualising complexity to unlock new opportunities. In co-creation teams we reframe challenges and clarify a common vision for the future by bringing together different perspectives. We turn knowledge into ideas, and work on ideas to kick-off innovation by turning thinking into doing.
The creative process moves from generic investigation to specific ideation to universal, relatable and humanised co-created outcome. It uses both imagination and intelligence skills.
CREATIVE LEADERSHIP TOOLS
WHY – I have created techniques and tools to support Creative Leadership. The common thread is to use a cross-functional approach to see a bigger picture and to form a vision of desired future. Creative Insights guide long-term strategy building and innovation processes.
PEOPLE & Lifestyles
How people and behaviour is changing? Combined knowledge from both user research together with trends and early adopter behaviour gives a richer view on how people want to live in the near future. This understanding builds a strong company culture for Customer Centricity.
Data has no context. It doesn’t explain why things happen. So, we use phenomenal observations – how people experience the world. We collect evidence, linguistics, photos, observations and field notes to create personas to bring future consumers to life.
TRENDS & Culture
Trends will point out future directions. But applying trends superficially is not enough instead the process should include the ‘Cultural Translation’ to the brand at specific markets. In order to do that it is a great advantage to explore these markets conducting primary research.
The aim of mapping technique is to link relevant trends, social & cultural influences together to provide a broader view and demonstrates the basis behind different design approaches. It opens the trend landscape; mapping out the future and uncovering alternative paths. The format is easy to understand for audiences, who don’t necessarily have creative background.
EXPERIENCE & Touchpoints
How retail and work environments can become ‘destinations’? These 3rd spaces cater for variety of needs in hybrid destinations. Each zone is designed based on behaviours and needs depending on the specific user situations. Key focus is human driven experience optimisation.
In co-creation workshops future customer journeys and user situations can be designed based on different feelings, experiences and situational needs. Certain experiences are more individual, some are more social & communal, and sometimes the emphasis is on the brand.
BRAND & Storytelling
How to create conversation and become the story? How relevant, humane and alive is your brand?
It is crucial to identify biggest influencers who lead the way in brand communities to anticipate future directions of conversations. Today the brand is what the customers are telling each other it is.
HOW – How to create value for people in the future with relevant products and services?
The answer is to go beyond product or service – focusing on people & behaviour. We use imagination and expand our minds to see what does not exist yet. Instead of one vision, companies (and individuals) must prepare for many different possible futures.
Scenarios make future feel closer and more tangible. They can be used for both organisations and individuals to plan and build a positive, desired future.
Scenarios can pinpoint and clarify future visions. They can be used as an integral part of concepting and product development processes. Each scenario is based on different conditions. They can be created by linking specific lifestyles to environments, products and services. Furthermore, scenarios can frame the concept based on what will happen in the future. They tell a background story behind new concepts.
Example Scenario Map – City as a Commons, City of Helsinki
Copyright © Minna Takala 2018