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

Materials

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.

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. https://books.google.fi/books?id=pCVATIpzYfUC&pg=PA44&hl=fi&source=gbs_toc_r&cad=3#v=onepage&q&f=false

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 tools will be published on the learning platform.

Teaching methods

- Lectures
- Workshops and exercises, group discussions
- Service design project
- Presentations
- Peer feedback
- Process portfolio
- Active participation and interaction in group work

Exam schedules

The process portfolio by 31.12.2020.

International connections

The course is based on innovation pedagogy and constructivism. The student group is international.

Completion alternatives

According to the principles for credit transfer.

Student workload

Brief from a commissioner 4h
Project plan 8h
Research and service design project 70h
Process portfolio 20h
Peer feedbacks 5h
Presentations 4h
Work load approximately 135 h:
- contact sessions: ca 24 h
- distance studies: ca 111 h
The learning process timeline will be given separately in a task paper.

Contact sessions:
Friday 6.11.2020 at 8.30-12.00
Saturday 7.11.2020 at 8.30-12.00
Friday 27.11.2020 at 8.30-12.00
Saturday 28.11.2020 at 8.30-12.00
Friday 11.12.2020 at 8.30-12.00
Saturday 12.12.2020 at 8.30-12.00

Content scheduling

Autumn 2020

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

Further information

Lecturers:
Päivi Katajamäki: paivi.katajamaki@turkuamk.fi
Elina Vartama: elina.vartama@novia.fi

Katajamäki´s and Vartama´s lessons are in Novia´s premises, Henrikinkatu 7, Turku.

Prerequisites: Basics in service design thinking adopted

Evaluation scale

H-5

Assessment methods and criteria

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 tasks 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)

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

Basics in service design thinking adopted