User-orientation in Service Development (5 cr)

Evaluation scale

H-5

Content scheduling

Outcomes:
* 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
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Content:
- Working with a project.
- The objective of the project is to concentrate on user perspective and deepen user insight gathering methods in a service development project.
- The assignment can be done for the IRM-project or for Municipality of Masku.
- 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.
Examination:
Documentation of the process and results of the project including appendices in a process portfolio:
- used methods and tools depending on the commission
- gathering, generating and analysing the information concerning customers: customer profiles and customer journeys
- creating concepts

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

Location and time

Spring 2018-Autumn 2018. Yrkeshögskolan Novia´s premises, Henrikinkatu 7, Turku.

Materials

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

- contact and distance learning
- lectures
- group work
- service design 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, as described before. The student group is international.

Completion alternatives

According to the principles for credit transfer.

Student workload

Work load approximately: - contact sessions: ca 16h - distance studies: ca 120h.
The learning process timeline will be given separately in a task paper.

Evaluation methods and criteria

All the assignments returned in time
Implementation of different methods in gaining, analysing and utilising customer insights
Developing ideas for improving/designing the service
Informativeness of the documentation
Lecturers´ evaluation, self and peer evaluation,as well as commissioner´s evaluation when possible
Scale 1-5
The 5 credits will be registered in the autumn 2018.

Further information

The course is based on the previous service design studies.
The collected feedback will be used for improving the course content.