Study Guide

Objective

After completing the course, the student is able to:

- put in practise established, research-based service design methods, especially in order to gain, analyse and utilise customer/user insights
- use different tools to visualise different stages of the service design process
- work proactively and creatively and start, manage, validate and analyse a service design project
- design and offer alternative solutions to service design challenges

Content

Service design process:
- starting points, definition
- identification of customer's problems and needs
- strategic planning
- engagement, co-design
- design (idea generation, concept design, prototyping)
- service production
- piloting and launching
- evaluation

Service design methods e.g:
- probes, observation, service safari, interviews, benchmarking, trend analysis, visualisation, prototyping, validation

Service design tools e.g:
- mind map, story board, personas, customer journey map, scenarios, service concept, service blueprint, business model canvas

Service design project - adapting theory to a real working life project with a commissioner

Location and time

Thursday 31.10.2024 8.30 - 16.15 Service Design Methods and Tools TUAS ICT CIty
Thursday 5.12.2024 8.30-16.15 Service Design Methods and Tools TUAS ICT City

Materials

Literature
Clark. T., Pigneur, Y.& Osterwalder, A. 2010. Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.

Clark, T., Pigneur, Y. & Osterwalder, A. 2012. Business model you: a one-page method for reinventing your career. John Wiley & Sons.

Curedale, R. 2013. Service Design. 250 essential methods. Design Community College.

Curedale, R. 2016. Experience Maps. Comprehensive step-by-step guide. Design Community College Inc.

GK Van Patter. 2020. Rethinking Design Thinking. Making Sense of the Future that has already Arrived. Humantific Publishing.

Kimbell, L. 2014. The Service Innovation Handbook. Action-oriented creative thinking toolkit for service organizations. Templates – cases – capabilities. BIS Publishers.

Martin, B. & Hanington, B. 2012. Universal Methods of Design. Rockport Publishers.

Osterwalder, A. 2014. Value proposition design: how to create products and services customers want. John Wiley & Sons.

Polaine, A., Løvlie, L. & Reason, B. 2013. Service design: from insight to implementation. Brooklyn, NY: Rosenfeld Media.

Stickdorn, M., Schneider, J. 2011. This is Service Design Thinking. John Wiley & Sons.

Stickdorn, M., Hormess, M., Lawrence, A. & Schneider, J. 2018. This is Service Design Doing. O'Reilly. An excerpt of the book available: https://www.thisisservicedesigndoing.com/

Tuulaniemi, J. 2013. Palvelumuotoilu. Talentum.

Additional links to resources and tools will be published on the learning platform.

Teaching methods

Lectures and group work.
Service design group project for a commissioner.
Presentations.
Self and peer feedback.

Employer connections

During the course a service design project for a commissioner will be completed as a group work.

Exam schedules

Final assignment (Process portfolio) by 31.12.2023.

Overdue assignments shall be returned by 31.1.2024 or 31.3.2024

Completion alternatives

According to the principles for credit transfer.

Student workload

Work load approximately 135 h:
- Contact sessions ca 24 h
- Distance studies ca 111 h

Group work:
- Working on briefs 4 h
- Project plan 8 h
- Research and service design project 70 h
- Process portfolio 20 h
- Peer feedback 5 h
- Presentations 4 h

Further information

There may be changes to the realization plan before the start of the course.

Evaluation scale

H-5

Assessment methods and criteria

Objects and methods of assessment:

A process portfolio, which describes the progress of the whole process from the brief to the end with different research and service design development stages. It consists of text and visualized perception material and other documents necessary for the reader to be able to understand the process.

Assessment criteria:

- Development process of the ideas to a service concept
- Applying of different service design methods to gain versatile knowledge for the project
- Informativeness and visualisation of the process portfolio and the appendices
- Active participation and interaction in the group work.
- All the required assignments returned in time.

Teachers´ assessment, self and peer assessment, scale 0-5

Assessment criteria, fail (0)

- Quantity: the work is not completed and or;
- Quality: the minimum content requirements are not met

Assessment criteria, satisfactory (1-2)

Sufficient 1

Theory and methodology are poorly understood and implemented in real life project.
Research, service design, 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, 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, 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 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 and excellent communication and documentation.
Very active participation

Qualifications

Competency objectives for Service Design Thinking -course or corresponding competences obtained.