Study Guide

Objective

After completing the course, the student is able to:

- apply the principles and practices of service design thinking from a business perspective to co-create new values for an organisation and enhance new forms of competitive advantage
- engage an organisation in development work
- utilise and share expertise in teams and networks from different disciplines and cultures
- consider efficiency of alternative service design concepts
- participate in promoting of sustainable, development-oriented policies that support productive activities, entrepreneurship, creativity, and innovation
- participate in developing of effective, accountable, and transparent organisations

Content

- Perspectives and business benefits of service design
- Perspectives of sustainable development in business design
- Leading business innovation and co-development
- Lean Service Creation
- Service design project - adapting theory to a real working life project with a commissioner

Location and time

Spring 2022:
The course starts on 8.4.2022 and ends when the process portfolio is returned 31.5.2022.

Contact study days:
Friday 8.4.2022 at 8.30 - 12.00
Saturday 9.4.2022 at 8.30 - 12.00
Friday 6.5.2022 at 8.30 - 12.00
Saturday 7.5.2022 at 8.30 - 12.00

Materials

Edvardsson, B., Gustafsson, A., Kristensson, P., Magnusson, P. & Matthing, J. 2006. Involving Customers in New Service Development. Imperial College Press.

Koivisto, M., Säynäjäkangas, J. & Forsberg, S. 2019. Palvelumuotoilun bisneskirja. Alma Talent.

The Lean Service Creation Handbook. The Lean Way to Create. Loveable Services. Better Future. Successful Business. Future-Capable Organisation. 2019. Futurice.
https://futurice.com/lean-service-creation/

Lüftenegger, E., Grefen, P. & Weisleder, C. 2012. The Service Dominant Strategy Canvas: Towards Networked Business Models.
https://www.researchgate.net/publication/278658410_The_Service_Dominant_Strategy_Canvas_Towards_Networked_Business_Models

Newbery, P. & Farnham, K. 2013. Experience Design. A Framework for Integrating Brand Experience and Value. Wiley & Sons.

Prahalad, C.K. & Ramaswamy, V. 2004a. Co-creating unique value with customers. In Strategy and Leadership, Vol 32, Iss 3 pp. 4-9.
http://www.emeraldinsight.com/doi/pdfplus/10.1108/10878570410699249

Prahalad, C.K. & Ramaswamy, V. 2004b. Co-creation experiences: The next Practise in Value Creation. In Journal of Interactive marketing, Vol 3, Number 3, 5 – 14.
http://deepblue.lib.umich.edu/bitstream/handle/2027.42/35225/20015_ftp.pdf

Reason, B., Lövlie, L. & Brand Flu, M. 2016. A Practical Guide to Optimizing the Customer Experience. Service Design for Business. Wiley.

Sheppard, B., Sarrazin, H., Kouyoumjian, G. & Dore, F. 2018. The Business Value of Design. Mc Kinsey Quarterly.
https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design#

Stickdorn, M. & Schneider, J. 2011. This is Service Design Thinking. Basics - Tools - Cases. John Wiley & Sons Inc.

Stickdorn, M., Hormess, M., Lawrence, A. & Schneider, J. 2018. This is Service Design Doing. O´Reilly Media.

Sundberg, H.K. 2017. Business design. An introduction to Customer-centric Business Development. Gofore Oy. https://gofore.com/wp-content/uploads/business_design_web.pdf

Turetken, O. & Grefen, P. 2017. Designing Service-Dominant Business Models.
https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1140&context=ecis2017_rp

Trollbäck & Company. The New Division. (n.d.) The Global Goals Design.
https://www.thenewdivision.world/globalgoals

2030 Agenda for Sustainable Development
https://kestavakehitys.fi/en/agenda2030

Teaching methods

- The course will be carried out as a development project. The objective is to concentrate on business perspective and apply design thinking and service design approach in the development project for a commissioner, considering sustainability.
- The development target can be approached from different perspectives, e.g. from an economic, market, internal processes or work culture and competence development points of view according to the commissioner’s need.
- Group projects are also possible.

Learning methods:
- assignments
- contact and distance learning
- lectures
- exercises in groups
- development project work for a commissioner
- presentations
- peer feedback
- active participation and interaction in group work

Employer connections

A service design project work will be done in collaboration with a commissioner.

Peer learning and collaboration with other students are essential to the learning process. The international and interdisciplinary student group enable interaction and knowledge sharing.

Exam schedules

Submission of the process portfolio by 31.5.2022.

Overdue assignments shall be returned by 31.7.2022 or 31.8.2022 at the latest.

Completion alternatives

According to the principles of credit transfer.

Student workload

Work load approximately:
- contact sessions: ca 16 h
- distance studies: ca 120 h

Dimensioning of the student work:
Brief 4 h
Summary of articles 8 h
Project plan 4 h
Business design project 80 h
Presentations and process portfolio 20 h
Peer feedback 4 h

Content scheduling

The course will be described in detail on Itslearning platform.

Further information

The course is implemented in co –operation between Novia UAS and Turku UAS. The responsible teachers are Päivi Katajamäki (TUAS) and Elina Vartama (Novia UAS). The teachers share the responsibility equally during the course

Evaluation scale

H-5

Assessment methods and criteria

Assignments:

1) A brief from a commissioner and a project plan for the service development project.

2) Summary of two articles about business design.

3) A process portfolio, which describes the process from the brief to the results, including different research and service design development stages reported. It consists of text and visualized perception material and other documents necessary for the reader to be able to understand the process.

4) Active participation and interaction in the group work.

5) All the required tasks returned in time.

Assessment criteria for the process portfolio:
- Depth of theoretical and analytical approach
- Applying of research and service design methods for business design
- Engagement of stakeholders in the development process
- Development of an operating concept
- Informativeness and visualisation of the process portfolio

Assessment criteria, fail (0)

Fail 0
Quantity: the work is not completed and or,
Quality: the minimum content requirements are not met

Assessment criteria, satisfactory (1-2)

På engelska
Sufficient 1
Theory and methodology are poorly understood and implemented in real life project.
Research, service design implementation, communication and documentation are hardly acceptable.
Active participation.

Satisfactory 2
Appear to grasp theory and have made a start in showing its applicability in real life project.
Research, service design implementation, communication and documentation are acceptable.
Active participation.

Assessment criteria, good (3-4)

Good 3
Understanding of theory and applicability of methods in real life project, but work could be stronger.
Research, service design implementation, communication and documentation are good.
Active participation.

Very Good 4
General understanding of theory and methods, very good implementation in real life project.
Reliable research, innovative service design implementation and communication and documentation on good level.
Very active participation

Assessment criteria, excellent (5)

Excellent 5
Mastery of theory and methods, proficiency of implementation of them in real-life project.
Outstanding research, innovative service design implementation and excellent communication and documentation.
Very active participation.

Qualifications

Competency objectives for Service Design Methods and Tools -course or corresponding competences obtained.