User-orientation in Service Development (5 cr)

Evaluation scale

H-5

Content scheduling

Timing: Spring 2020:
3.4.2020 - Returning of the process portfolio 31.5.2020.

Contact studies:
3.4.2020 at 8.30 - 12.00
25.4.2020 at 8.30 - 12.00
8.5.2020 at 8.30 - 12.00
9.5.2020 at 8.30 - 12.00

Objective

* deepens hers/his insight in service design methods and processes from customers/users point of view
* is able to gain, analyse and utilise customer/user information in service design
* is capable of creative problem solving in complex service design processes
* is able to start and perform customer-focused and cost-effective service design development projects

Content

Content:
- different methods for understanding the customers needs, experience and behaviour

Materials

Literature:

Curedale, R. 2013. Service Design. 250 Essential Methods. Design Community College Inc.

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

Jussila, M. & Saranne, M. 2013. Rajalla Living Lab – kokemuksia sosiaalisen median työkaluista. In Merivirta, M. (ed) 2013. Tee-se-itse-YHDESSÄ. Käyttäjälähtöisyydella ja Living Lab –toiminnalla kohti Elävää Lappia. 67 – 72. Kemi-Tornion ammattkorkeakoulun julkaisuja. http://www.theseus.fi/handle/10024/56969

Koivunen, K., Vuorela, T. & Haukkamaa. 2014. Käyttäjät ovat merkittävä, mutta vähän hyödynnetty mahdolisuus tutkimus- ja kehitystyössä. ePooki. OAMK tutkimus- ja kehitystyön julkaisut 25. http://urn.fi/urn:nbn:fi-fe2014120246780

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

Mattelmäki, T. 2008. Design Probes. University of Art and Design. Helsinki.

Miettinen, S. & Valtonen, A. 2013. Service Design with Theory. Discussions on Change, Value and Methods. Lapland University Press.

Miettinen, S. 2011. Palvelumuotoilu - uusia menetelmiä käyttäjätiedon hankintaan ja hyödyntämiseen. Teknologiainfo Teknova Oy.

Polaine, A., Lövlie, L., Reason, B. 2103. Service Design. From Insight to Implementation. Brooklyn. NY: Rosenfield Media.

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

Rantanen, M. 2016. Tunnelmamuotoilu. Talentum Pro.

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

Sarvas, R., Nevanlinna, H. & Pesonen, J. 2016. Futurice. Lean Service Creation. The Handbook V1.7 www.leanservicecreation.com

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.

Sundbo, J. & Toivonen, M. 2011. User-based Innovation in Services. Edward Elgar.
http://www.govint.org/english/

Teaching methods

- The course will be carried out as a service development project. The objective of the project is to concentrate on user perspective, user experience and usability, and deepen user insight gathering methods, in the service development project.
- The project can be done for current research and development projects at the universities.
- Working with another commissioner is also possible. The commissioner should preferably be a company, which the student has not been working together with earlier.
- Also group work is possible.

Learning methods:
- pre-task
- contact and distance learning
- lectures
- group work
- service development project work for a commissioner
- presentations
- peer feedback
- active participation and interaction in group work

Pedagogic approaches and sustainable development

The whole course is based on innovation pedagogy. The service design project work is done in collaboration with a commissioner. Peer learning is an essential part of the learning process. The student group is international.

Student workload

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

Dimensioning of the student work:
Pretask 8h
Project plan 5h
Research and service design project 82h
Presentations and process portfolio 20h
Peer feedbacks 5h

Evaluation methods and criteria

1) The 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 for the process portfolio:
- Depth of theoretical and analytical approach
- Applying of research and service design methods for innovative problem solving
- Engagement of users in the development process
- Testing of the service concept with users
- Informativeness and visualisation of the process portfolio
2) Pre-task on methods.
3) Active participation and interaction in the group work.
4) All the required tasks returned in time.
Lecturers´, self and peer evaluation. Scale 0-5.

Failed (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

Further information

The course is based on previous service design studies. The basics in service design processes and methods are obligatory.