Study Guide

Learning outcomes

The student is able to
- describe how value is created for the customers through service
- recognize the essence of Service Design thinking and methods
- plan, implement and evaluate a Service Design project using service design methods
- apply creative problem-solving and develop working methods individually and in teams
- foster entrepreneurship through service design

Teaching methods

THEORY SECTION 1 (3 ects)
1.9.-13.10. needs to be completed before taking the Project section.
The online theory section covers the service design process (Double Diamond), methods and tools, and includes various tasks and tests to be taken individually. All tests can be taken at the student's own pace and need to be passed.

PROJECT SECTION 2 (7 ects)
The focus of the Project is on practical implementation and application of the theoretical knowledge in a real work life project. The Service Design project will be conducted in four development phases. Our project partner is Bonne Juomat Oy.

The project will be done in multidisciplinary teams. The Project starts on 19.10. with a joint kick-off, followed by the service design phases outlined in the Double Diamond process. You and your team will work according to the given timeline and submit your team’s tasks as part of the portfolio by the given deadlines in each phase.

Kick-off, Project Brief 19.10. Online

Phase 1 - Discover 2 weeks
Presenting customer insights: 2.11.2021 Online

Phase 2 - Define 1 week
Presenting idea cards: 9.11.2021 Online

Phase 3 - Develop 2 weeks
Prototyping/Validation interviewing in teams
Presenting prototypes: 23.11.2021 Online

Phase 4 - Deliver 1 week
Pitch rehearsals: 30.11.2021 Online
Final client pitches: 1.12.2021 Online

Peer & self assessment : 9.12.2021 Canvas

The first online Theory Part 1 is a prerequisite for the second Project Part 2. You will earn the full credits (10 ects) when having completed both parts. You need to complete both parts 1 & 2 during the same semester.

Learning materials and recommended literature

Stickdorn, M., Lawrence, A. and Hormess, M., Schneider, J. 2018.This is service design doing : applying service design thinking in the real world : a practitioner's handbook.Canada: O'Reilly.

Co-operation with working life and/or RDI

Project partner and client: Bonne Juomat Oy

Project context: Bonne new online shop
Project focus and goals: Online shopping experience
Defined objective:
-Optimized customer journeys in the online shopping service
- B-to-B aspect of online shopping (domestic)
- Retail online shopping (domestic)
- Entering German market, Amazon integration

Further information for students

This implementation is based on attendance and active participation, as well as teamwork. The service design project cannot be done individually. Enroll only if you are able to attend the workshops and arrange time for teamwork outside the group meetings.

Grading scale

H-5

Evaluation methods and criteria

Assessment is based on the service design Theory part and Project results as well as the team's progress and teamwork during the project. Peer evaluation will also be used.

Evaluation criteria, satisfactory (1-2)

Entrepreneurial skills
*is able to try out new things
Tool skills
*is able to identify the tools of Design Sprint Manual including ValueProposition Canvas and Business Model Canvas in developing service concept and earnings logic.
Design thinking skills
*is able to identify the meaning of non-linear and iterative design process in customer value creation(build, measure, learn)
*is able to identify the importance of alternatives before picking a direction
Customer empathy skills
*is able to identify customer and user perspective and the importance of customer insight in service concept development
Experiment skills
*is able to identify the meaning of idea testing when developing service concept and earnings logic.

Evaluation criteria, good (3-4)

Entrepreneurial skills
*is able to try out new things, does not fear failure, but perceives it as an opportunity to learn and develop
Tool skills
*is able to use the tools of Design Sprint Manual including Value Proposition Canvas and
Business Model Canvas in developing service concept and earnings logic.
Design thinking skills
*is able to explore alternatives before picking a particular direction*is able to utilize non-linear and iterative design process in customer value creation(build, measure, learn)
Customer empathy skills
*is able to consider customer and user perspective and listen to the customer
*is able to utilize customer insight in service concept development
Experiment skills
*is able to search andanalyze data which supports ideas and tests the vision.
*is able to test the ideas to learn what works and what does not

Evaluation criteria, excellent (5)

Entrepreneurial skills
*is able to try out new things diversely ,does not fear failure,but perceives it as an opportunity to learn and develop
*is able to take into account both strategical and tactical aspects in the project work
Tool skills
*is able to use diversely the tools of Design Sprint Manual including Value Proposition Canvas and Business Model Canvas in developing servicec oncept and earnings logic.
Design thinking skills
*is able to explore excellently multiple alternatives before picking and refining a particular direction
*is able to utilize excellently non-linear and iterative designprocess in customer value creation(build, measure, learn)
Customer empathy skills
*is able to consider relentlessly
customer and user perspective and listen to the customer.
* is able to consider widely customer insight in service concept development.
Experiment skills
*is able to search and analyze diversely data which support the ideas and tests the vision.
*is able to test the ideas at early experiment stages to learn what works and what does not