Business Design (5 cr)

Evaluation scale

H-5

Content scheduling

The course will be described in detail on Itslearning platform.

Objective

After completing the course, the student is able to: - apply the principles and practices of service design thinking from a business perspective to co-create new values for an organisation and enhance new forms of competitive advantage - engage an organisation in development work - utilise and share expertise in teams and networks from different disciplines and cultures - consider efficiency of alternative service design concepts - participate in promoting of sustainable, development-oriented policies that support productive activities, entrepreneurship, creativity, and innovation - participate in developing of effective, accountable, and transparent organisations

Content

- Perspectives and business benefits of service design - Perspectives of sustainable development in business design - Leading business innovation and co-development - Lean Service Creation - Service design project - adapting theory to a real working life project with a commissioner

Location and time

Thursday 10.4.2025 8.30 - 16.15 EDU 2027 TUAS Friday 9.5.20258. 30 - 16.15 EDU 2027 TUAS

Materials

Edvardsson, B., Gustafsson, A., Kristensson, P., Magnusson, P. & Matthing, J. 2006. Involving Customers in New Service Development. Imperial College Press. Koivisto, M., Säynäjäkangas, J. & Forsberg, S. 2019. Palvelumuotoilun bisneskirja. Alma Talent. The Lean Service Creation Handbook. The Lean Way to Create. Loveable Services. Better Future. Successful Business. Future-Capable Organisation. 2019. Futurice. https://futurice.com/lean-service-creation/ Lüftenegger, E., Grefen, P. & Weisleder, C. 2012. The Service Dominant Strategy Canvas: Towards Networked Business Models. https://www.researchgate.net/publication/278658410_The_Service_Dominant_Strategy_Canvas_Towards_Networked_Business_Models Moilanen, T., Ojasalo, K., Ritalahti, J. 2022. Methods for Development Work. BoD, Helsinki. Newbery, P. & Farnham, K. 2013. Experience Design. A Framework for Integrating Brand Experience and Value. Wiley & Sons. 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 Reason, B., Lövlie, L. & Brand Flu, M. 2016. A Practical Guide to Optimizing the Customer Experience. Service Design for Business. Wiley. Sheppard, B., Sarrazin, H., Kouyoumjian, G. & Dore, F. 2018. The Business Value of Design. Mc Kinsey Quarterly. https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design# 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. Sundberg, H.K. 2017. Business design. An introduction to Customer-centric Business Development. Gofore Oy. https://gofore.com/wp-content/uploads/business_design_web.pdf Turetken, O. & Grefen, P. 2017. Designing Service-Dominant Business Models. https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1140&context=ecis2017_rp Trollbäck & Company. The New Division. (n.d.) The Global Goals Design. https://www.thenewdivision.world/globalgoals 2030 Agenda for Sustainable Development https://kestavakehitys.fi/en/agenda2030

Teaching methods

- The course will be carried out as a development project or as case study. - The objective is to concentrate on business perspective and apply design thinking and service design approach in a development project considering sustainability. - The development target can be approached from different perspectives, e.g. from an economic, market, internal processes or work culture and competence development points of view. - Group projects are also possible. Learning methods: - assignments - contact and distance learning - lectures - exercises in groups - development project - presentations - peer feedback - active participation and interaction in group work

Employer connections

Peer learning and collaboration with other students are essential to the learning process. The international and interdisciplinary student group enable interaction and knowledge sharing.

Exam schedules

Submission of the process portfolio by 31.5.2025. Overdue assignments shall be returned by 31.7.2025 or 15.8.2025 at the latest.

Completion alternatives

According to the principles of credit transfer.

Student workload

Work load approximately: - contact sessions: ca 16 h - distance studies: ca 120 h Dimensioning of the student work: Pre-assignment 20 h Business design project or case study 80 h Presentations and process portfolio/report 35 h Peer feedback 1 h

Qualifications

Competency objectives for Service Design Methods and Tools -course or corresponding competences obtained.