Study Guide

Objective

* utilises service design processes as an iterative method of work
* is able to put in practise established, research-based service design methods
* is able to visualise different stages of service design processes

Content

Content:
- Service Design Process:
- starting points, definition
- indentification of customer's problems and needs
- strategic planning
- engagement, co-design
- design (idea generation, conceptdesign, prototyping)
- service production
- piloting and launching
- evaluation

Service Design Methods:
- mind map
- user oriented methods (i.e. personas, a day in a life, probes, observation, interviews, story board, story telling, design games)
- visualisation
- scenarios
- Service Concept
- Service Blueprint
- Business Model Canvas

Materials

Literature:
Curedale, Robert. 2016. Experience Maps. Journey Maps, Service Blueprints, Empathy Maps.Design Community College.
Curedale, Robert 2013: Service Design, 250 essential methods.Design Community College.
Holston, David. The Strategic Designer. 2011. Tools and techniques for managing the design process.
Kimbell, L. 2014. The Service Innovation Handbook. Action-oriented creative thinking toolkit for service organizations. Templates cases capabilities. BIS Publishers.
Lockwood, T.Design Thinking: Integrating Innovation, Customer Experience, and Brand Value. Alworth Press.
Martin, B. & Hanington, B. 2012. Universal Methods of Design. Rockport Publishers.
Mattelmäki, T. & Sleeswijk Visser, F. 2011. Lost in Co-X. Interpretations of Co-design and Co-creation.
Osterwalder, A. 2014. Value proposition design: how to create products and services customers want. John Wiley & Sons.
Phillips, Peter L. 2012. Creating the perfect Design Brief. How to manage design for strategic advantage.
Polaine, A., Løvlie, L. & Reason, B. 2013. Service design: from insight to implementation. Brooklyn, NY:Rosenfeld Media.
Sangiorgi, Daniela & Prendiville, Alison (edit).2017. Designing for Service. Key Issues and New Directions.
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 Media.
Finnish or Swedish Literature:
Hassi, Lotta; Paju, Sami ja Maila, Reetta.2015. Kehitä kokeillen.
Jyrämä, Annukka ja Mattelmäki Tuuli (toim.) 2014: Palvelumuotoilu saapuu verkostojen kaupunkiin
Kantojärvi, P. 2012. Fasilitointi luo uutta. Menesty ryhmän vetäjänä. Talentum. Helsinki.
Lindgren, Matsand Bandhold, Hans 2014. Skenarioplanering.
Tuulaniemi, Juha 2013: Palvelumuotoilu.
Links:
https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond
http://www.humantific.com/
https://www.interaction-design.org/literature/article/what-is-design-thinking-and-why-is-it-so-popular
https://ebooks-it.org/1592537561-ebook.htm
http://www.servicedesigntools.org/
http://sdt.fi/materiaali/ServiceDesignToolkit_english.pdf

Teaching methods

Working methods:
- online lectures / online meetings (2.5, 27.5. and 20.8. at 17.30-19.30) + peer group online meetings
- individual assignments
- service design project work for a commissioner (individual or in groups of 2-4 students)
- peer group work and peer feedback
- presentations

Exam schedules

If the process portfolio is late, the later return date has to be agreed beforehand..

International connections

The whole course is based on innovation pedagogy. The student group is multiprofessional.

Student workload

Work load for 5 ects is approximately 135 h:
- Theory + individual assignments 20h
- Research and service design project (including a brief from the commissioner, project plan, necessary theory, reseach and service design, process portfolio) 101h
- Peer discussions and feedbacks, presentations 14h
The learning process timeline will be given separately on Optima.

Content scheduling

Time: 2.5.-20.8.2019
Outcomes:
The student:
* utilises service design processes as an iterative method of work
* is able to put in practise established, research-based service design methods
* is able to visualise different stages of service design processes
Objective of the course is to deepen in service design by applying theory to real working life project. The goal is to learn service design thinking and process and how service design methods and tools can be used for service development. The learned theory is applied in a service design project for an enterprise, organization or association. The service design project can be carried out as an individual project or in a group of 2-4 students. The project is recommended to be implemented near the student's home place, and the student acquires the commissioner her/ himself. A project can target to an improvement of an existing service (easier), or to a new service. TUAS can also offer some group projects (in Turku district).
Taking the project forward during the summer is done with the help of the peer group. The peers are giving feedback on others' projects and getting it from peer group´s members. Groups are formed at the beginning of the course.
The course content:
* Theory of design thinking and service design thinking, service design process, methods and tools.
* Individual assignments (analyses in form of essays, customer journey exercise)
* Service design project work - adapting theory to the real working life project.
* Peer group support in service design project.
ENROLLMENT for the course: http://turkuamk.e-lomake.fi/lomakkeet/304/lomakkeet.html

Further information

The course is Master level studies

Evaluation scale

H-5

Assessment methods and criteria

1) Individual assignments (essays, customer journeys)
2) Participation and interaction in the peer group work.
3) The process portfolio, which describes the progress of the whole process from the brief to the end, with needed theory about the process and methods and 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:
- Depth of theoretical and analytical approach
- Applying of different service design methods to gain versatile knowledge for the project
- Development process of the ideas to a service concept
- Informativeness and visualisation of the process portfolio
- Active participation and interaction in the peer group work.
Teacher´s evaluation, peer and self evaluation
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
Satisfactory participation to peer group´s work
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
Satisfactory participation to peer group´s work

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