Scan Magazine | Big Nordic Design Special | Norwegian Design Studios
Using methods from service design is key to understanding customer needs and being able to design relevant and attractive service journeys. Photo: Thomas Eckström.
Top: To empower advisors to be more customer-centric, EGGS developed a training programme with tools supporting the advisors in their role throughout the home buying process. Photo: Thomas Eckström. Above: Designing intuitive and clean solutions out of complex systems is key to ensuring safety and efficiency for professional users. Photo: Thomas Eckström.
The new approach to innovation Times are changing, and companies as well as users crave simplicity, innovation and user-specific solutions. The trend is turning towards design-driven innovation, with companies like Airbnb and Uber as perfect examples. EGGS Design picked up on this a long time ago and is one of Scandinavia’s leading companies offering solutions that always put the user’s needs first. By Helene Toftner
EGGS Design is one of Scandinavia’s top design consultancies, offering top-notch competence within service, digital and physical design. “Our aim is to always create value through design, by using an innovative approach to often very complex issues,” says CEO Ulla Sommerfelt. While you may be forgiven for automatically thinking about visual design, EGGS Design uses design methods to make things function as well as possible, rather than simply just looking good. “The world is becoming increasingly complex, with endless opportunities. At the same 26 | Issue 87 | April 2016
time, people are looking for simple solutions to their needs,” Sommerfelt says, mentioning Airbnb as an example. “The app meets the needs of both the renter and the owner, and it allows for the entire user experience to be both simple and safe.”
The changing world of business While newcomers have embraced innovative design in their business models, other more traditional industries are now following suit, and EGGS Design counts banks, airports and heavy indus-
trial companies among their clients. “We see a clear trend towards user focus, and our clients need our help to take their customers’ perspective. Our clients are making a great effort to truly improve their customers’ experience at every touch point,” Sommerfelt explains. “Instead of spending millions on flashy ads to make their customers think they are great, they now work hard on designing services that cover the customers’ actual needs. One example of this is Norway’s largest bank, DNB, who we have worked with over the past five years, with their award-winning service for buying a new home.”
Giving people what they want Sommerfelt continues to emphasise the importance of giving people what they actually want rather than focusing purely on sales. “Service providers such as