From local to Nordic : developing a micro-business with service design, branding and personal growth
Timonen, Soile (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111027460
https://urn.fi/URN:NBN:fi:amk-2025111027460
Tiivistelmä
The goal of this thesis was to find ways that solo- and micropreneurs can benefit from service design, branding and personal growth in terms of business development. The empirical part was carried out as a case study of the authors business, Tuuline Design. Tuuline Design commissioned the thesis as well.
The research question of the thesis was: How can service design, branding and personal growth support the development of a micro business?
Theories of service design and branding were applied together with psychology and behavioral studies, to understand the foundations for sustainable entrepreneurship. As Tuuline Design was aiming to position itself to the Nordic design field, a simple field study was conducted as well. Autoethnography formulated to be the carrying method through the process, due to the authors role as an entrepreneur and commissioner. Multiple service design and futures research methods and tools were applied along the development journey.
As a result, the themes of service design, branding and personal development were brought together to create a formula, that solo- and micropreneurs can utilize to revive their business during challenging times. Tuuline Design reached several milestones within the thesis process and the results answered the needs of the business.
The research question of the thesis was: How can service design, branding and personal growth support the development of a micro business?
Theories of service design and branding were applied together with psychology and behavioral studies, to understand the foundations for sustainable entrepreneurship. As Tuuline Design was aiming to position itself to the Nordic design field, a simple field study was conducted as well. Autoethnography formulated to be the carrying method through the process, due to the authors role as an entrepreneur and commissioner. Multiple service design and futures research methods and tools were applied along the development journey.
As a result, the themes of service design, branding and personal development were brought together to create a formula, that solo- and micropreneurs can utilize to revive their business during challenging times. Tuuline Design reached several milestones within the thesis process and the results answered the needs of the business.