Sofia Hussain
Interaction and Service Designer; FINN.no

About

Sofia Hussain is an interaction and service designer at FINN.no (Schibsted Classified Media) in Oslo, Norway. She holds a Masters and PhD in Industrial Design from the Norwegian University of Science and Technology.

In her PhD, Sofia focused on understanding tacit user needs in developing countries through co-design. She did her research for the International Red Cross Committee and redesigned prosthetic feet for children in Cambodia. It was through this work she first discovered the need for applying systems thinking to design medical products as part of larger systems for rehabilitation and health services.

In her current research, Sofia is working at the Oslo University Hospital with developing integrated information systems for advanced hybrid operating rooms. She explores ecosystem thinking both through her research within medical technology and her work as a designer, creating new concepts for the online marketplace FINN.no.

Talk Details

Beyond the buzz; demystifying ecosystem thinking

As digital channels are evolving and competition becoming more fierce, companies have to adapt to designing ecosystems of product and services that support each other and give a cohesive user experience rather than focusing on developing isolated products. Google and Apple are renowned for their powerful ecosystems but although the term ecosystem is frequently used, information about how to design such systems remains limited.

What makes an ecosystem successful? How should designers and enterprises make the shift from a product centric approach to systemic design? In this talk, I will address these questions through presenting some real-world practical case studies from the Norwegian online marketplace FINN.no.

I will show practical methods for using ecosystem thinking to leverage business opportunities across various platforms and explain what it entails for a marketplace to incorporate a systemic approach. I will show how this approach can be used to facilitate complex transactions and develop disruptive services.