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Funeral Service Development for Needs in the Near Future: Utilizing Design Thinking and a Future-oriented Approach in the Development of Finnish Funeral-related Services and Business

Kuronen, Marja (2019)

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Kuronen, Marja
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019061316850
Tiivistelmä
In this thesis I studied how design thinking and a future-oriented approach can be applied when developing Finnish funeral services to meet the requirements of a changing business environment and customer expectations for the future. The research questions were as follows: What kinds of signals of future needs can be found by studying funeral organizers and the funeral operating environment? How funeral-related services would benefit from design thinking and future-oriented development?

The topic is important and timely as it has not been studied from the point of view of service design, even though the changes in society show that development of the industry is necessary. Furthermore, by studying this sensitive subject, death is made visible and exposing this vague phenomenon enables change. The operating environment, as well as customers’ needs, are acceleratingly changing in different business areas, including traditional services such as the funeral industry. Future-oriented thinking and the design thinking approach can help service providers to develop business and services to be
relevant in the future.

The methodology included desk research, a survey, interviews, observation, storytelling, and co-design using the future-oriented approach. The study was implemented in wide co-operation with the funeral industry stakeholders and customers. The study showed that in the near future funeral services and rituals will have to evolve to be relevant to customers. In this development work, service providers in the industry would benefit from design thinking and a future-oriented approach.
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