Value Through Emotion -Service design and consumer satisfaction


Lapland Safaris has been one of the five companies involved in the Value Through Emotion -research project by University of Lapland, Faculty of Art and Design in Rovaniemi.

The aim of the research project is to reach the goal of Tekes “Fiiliksestä fyrkkaa” program, how to produce solutions for utilising immaterial resources, emotions and experiences in increasing the business by using service design methods.

Service design methods provide tools for participatory design and development processes where customers’ emotional reactions are taken into account. The particular focus is on concretising service moments and solutions by visual methods, rapid prototyping methods and digital tools. To reach this purpose the project uses methodologically the SINCO -laboratory of University of Lapland. SINCO (Service Innovation Corner) is a technology aided research and development environment for prototyping and simulating services.


Lapland Safaris started a service design co-creational project with the service design team from University of Lapland to find out how their resorts could be continuously improved and developed towards high quality services to increase the customer satisfaction.

With Lapland Safaris this meant developing their four restaurant resorts by enhancing their identity and stories throughout the customer service path. This was realized through several workshops with Lapland Safaris development team and the service design team by using SINCO take-away as a creative environment.

Mystery Shopping at Bear's Den

Mystery Shopping at Bear’s Den

Service design process

Lapland Safaris named an eight-person development team to work together with service design team from University of Lapland, including five students with an advanced service design project, two research assistants and  a project manager, to execute an intensive service design project. At the research phase of the process the service design team was testing and mystery shopping Lapland Safaris’ four restaurant resorts in Ylläs, Rovaniemi and Saariselkä. They made observations about the service experience and interviewed staff and customers. The gathered data was used to find the areas of development and challenges that were used as content in co-creation workshops.

Value Through Emotion - service design project

Value Through Emotion – service design project

The next phase was the ideation process. In three co-creation workshops together with Lapland Safaris development team and service design team the mystery shopping results were taken into ideation to come up with new solutions for creating valuable customer experience. This was done by improving touch points and the details of the service.  The used methods in co-creation workshops were SINCO-simulation, role-play, fast mock-ups, the use of agile technological methods as well as ideation by using style- and moodboards, service path walkthrough, storytelling, body-storming, emotion triggering and finding identity through music. After the workshops the service design team developed the concepts further and visualized the results as a final presentation and report.



Furthermore, one part in this project was to improve the service design as a tool in Creativity management. By focusing on Creativity management, the following areas were developed; teams which lead to innovative and interactive service design; working methods that support creativity and interaction between different stakeholders like managers, staff, customers etc. Lapland Safaris’ development team was analyzed by MBTI Personality Type Indicator. MBTI is the most widely used instrument for understanding normal personality differences in the organizations. The method helps to understand individuals’ diversity and uniqueness, to refine efficient teamwork. In addition it refines creative working methods and tools for enhancing and improving the development of working environment to boost creativity.

Rane and Tuikku, from Lapland Safaris, during the workshop

Juhani, Tuikku, Rane and Mikko (part of Lapland Safaris’ Development Team) during the workshop


The main parts of the result of the project were concept proposals for each restaurant resort: Karhunpesä, Poropirtti, SnowVillage and Revontulikartano. Concept proposals included the unique story, updated visual identity, signing for the place, exterior and interior design and developed ideas to reach wow-effect, to improve functionality and atmosphere by music, lighting and clothing as well as food concepts.

Click the pictures of the workshops to see them in full size

By involving the company’s staff into the development together with the service design team in the co-creation workshops, the best outcomes can be achieved in terms of concept development. It means that the company is already from the beginning committed to the project and enthusiastic about implementing the results to their own business.

The roleplaying in the workshops helped the development team to understand the customer point of view and the service weaknesses better. Creating the value for the customer through service path touchpoints was therefore identified by us as well! When the touchpoints are defined, they strengthen the service experience. We also learned to understand each other better with MBTI analysis and to work as a team during the development project.

Rane – Lapland Safaris developing team member

Selling the resorts is easier when it has a clear story and its’ unique identity.

Tuikku, Lapland Safaris developing team member


Value Through Emotion -service design project from University of Lapland:

Value Through Emotion -service design project from University of Lapland

Picture: Left Jaana Jeminen, Maija Rautiainen, Roupen Bastadjian, Sara Wahlsten, Niina Autio, Titta Jylkäs and Krista Korpikoski.

Project management:

Jaana Jeminen,

The service design team:

Maija Rautiainen,

Linus Schaaf,

Roupen Bastadjian,

Niina Autio,

Sara Wahlsten,

Project assistants:

Titta Jylkäs,

Krista Korpikoski,


Simo Rontti,

Author: Jaana Jeminen

Project management with long experience, knowledge and skills in holistic as well as user-centered design and development work and the use of participative methods. Creativity leadership; assembling multi-disciplinary teams, advising and mentoring teams to creativity. Innovation management; innovation processes, creative idea generation methods, managing innovation capability.

Share This Post On

Submit a Comment

Your email address will not be published. Required fields are marked *