Digital Service Design (5 cr)

Evaluation scale

0-5

Content scheduling

• Intro to the course content, team project and assignments, team building for the team project • Developing service business models and strategy Team project brief: Building a business model for a service company • Service Design methods and tools Team project brief: Choosing service design methods and tools • Personas and tools Team project brief: Creating personas • Service Concepts Team project brief: Building a Service Concept • Online services and OVP • Service channels and GTA/CTA Team project brief: Creating the OVP and service channels • Developing service processes Team project brief: Designing Service Blueprints For a more detailed plan, pls see Oma two weeks before the course starts.

Objective

Student • acknowledges the impact of digital services for competitive advantage • is able to develop digital business models • can design digital service concepts and develop services within a multichannel environment for different types of stakeholders • is able to create online value propositions for different types of stakeholders • is able to develop, plan and implement the ways companies can acquire, sell, serve and retain customers for digital services • is familiar with digital service channels, tools, solutions and platforms • is able to plan and implement a service development project for a new or existing digital service.

Content

• Developing service processes for different types of stakeholders • Developing digital service business models and digital strategies for different types of stakeholders • Service Design & Agile methods and tools for different types of stakeholders • Digital service concepts • Digital service channels, tools, solutions and platforms • Planning and creating value online

Location and time

Online course, Zoom meetings, see schedule on Oma

Materials

• Material from lectures • Curedale, Robert: Service Design, Process & Methods (any edition ok but not available as an e-book on MetCat) • Stickdorn, Marc, This is service design methods (available as an e-book) and This is service design doing (available as an e-book) (any edition ok.) • Wirtz and Lovelock, Essentials of Service Marketing, 3 rd ed. Pearson 2018 or earlier (no e-book on MetCat) • Chaffey & Smith: Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Routledge 2017(available as an e-book)

Teaching methods

• Pre-assignment to be done before the first lecture (0-10 p.) • Readings (see below) • Lectures: Zoom live online sessions will also be recorded (posted on Oma after the sessions) also in use pre-recorded videos • Service Design tools • Zoom online support before the Zoom online sessions • Team project: A service development plan presented as a screencast video (1-3 students/team) (0-90p.) • Peer reviews of team projects (individual written assignment) (pass/fail)

Employer connections

Teamproject for a company chosen by the team

Exam schedules

No exams, but: • The team project video on Oma by end of June 2025 • Peer reviews of team project videos (2nd individual assignment) by 1.August 2025 OBS! Course Grading in August 2025

International connections

NA

Completion alternatives

NA

Student workload

Online Lectures: 20 hours. Two individual assignments and a service development plan in teams: 115 hours

Qualifications

Completed higher education degree (Bachelor level)