CLIENT
Hoivatilat develops, owns and leases care environments, including day-care centres, nursing homes and service housing.
The company had identified an opportunity to expand into a new business category built around intergenerational service housing and wanted to explore what that opportunity could become.
Co-founders was invited to help turn the initial idea into viable alternatives for a new service concept.
CHALLENGE
Hoivatilat had made the strategic decision to explore a new category, but the shape of the opportunity was still open.
Creating something genuinely new required more than developing an existing service further. Hoivatilat needed to understand what future users would value, how different stakeholders viewed the opportunity and what alternative ways there might be to bring generations, housing and services together.
Instead of moving directly from an initial idea to a predefined solution, the challenge was to explore the opportunity broadly enough to discover what the new business could become.
The central question became:
What could a new category of intergenerational living become?
PROCESS
We began by opening the question to perspectives beyond the existing organisation.
Through qualitative research with potential users, we explored their needs, expectations and experiences around housing and services. In parallel, we brought together people from Hoivatilat and important external stakeholders to examine the opportunity from different perspectives.
Rather than converging immediately on one solution, we used these insights to develop three alternative concepts. Each represented a different way of responding to the opportunity and made the possibilities concrete enough to discuss, evaluate and develop further.
The process helped Hoivatilat move from an initial idea towards a clearer understanding of both the opportunity and the different ways it could be realised.
WHAT CHANGED
Hoivatilat gained a deeper understanding of future user needs and three alternative concepts for developing its new business category.
The concepts gave the company concrete propositions that could be discussed with customers and key decision-makers in the industry, helping Hoivatilat test and communicate what a new generation of service housing could offer.
Rather than committing prematurely to a single solution, the process gave the company alternative paths for taking the opportunity forward.
