• Lene Nielsen

    Associate Professor, ITU



    Lene Nielsen is an Associate Professor at ITU, Department of Business IT and Head of the ISDI research group (Information Technology & Digital Innovation).

    Her research focus on integrating user understanding in IT systems development with a focus on personas. Her research topics include the many aspects of the development and use of personas, such as:

    • Global personas
    • Personas based on quantitative data
    • Persona descriptions as communication to specific and different audiences
    • The relationship between persona description and data
    • The use of personas in agile development
    • Personas in service design

    Title of presentation: 

    Intro to the challenges in the transformation from product to service  

    Abstract of presentation: 

    According to the service design maturity model become a more mature service organisation seems straight forward, but the reality is somewhat different. The organisational changes are larger than expected, the talks and discussions will present this



    Speaker for following sessions
    • IDA Hall
      01-12-2 -
      Organized by ITU

      In recent years focus on technology has developed from seeing the IT product as a stand-alone product to it being part of a larger service. This shift in perspective does not only require a shift in mindset but also an organisational transformation: business transformation is now IT driven and fundamentally changes how services are provided. The focus on transitioning towards delivering services has a profound impact on organizational structures, processes and technology. But more importantly, it affects people’s mindset and routines. In this session you will hear about two cases that are transitioning towards digital services. Valuing a design centric perspective, we discuss how design tools and methods can support organizations and individuals to better plan and cope with changes.

      Introduction: “What are the challenges in a transformation from product to service”, Lene Nielsen, Associate Professor, ITU
      Scientific/Business Talk: “Design tools and methods to support a transition towards services”, Olivia Harre, Industrial PhD, ITU
      Scientific Talk: “Exploring IT Projects as Enablers of Transforming Digital Customer Experiences”, Jessica Sanmartin, PhD candidate, University of Bern
      Panel discussion: “how can we overcome the challenges in the transformation from product to service?”
      Participants: Sanna-Maria Mattila, ITU; Simon Clatworthy, Professor, Oslo School of Architecture and Design, responsible for the area of service design; Bjarke Daugaard, Head of Design, Heap

      Session coordinator: Lene Nielsen, ITU
      Facilitator: Lene Nielsen, ITU
      From physical touchpoints to offering digital services
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