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

The key content of this study unit
- principles of service design process and tools, theory and practice, how a service design concept can be developed for a real company case, either for students' own organization or Kesko Oyj (provided by Laurea)
- 30% of the assignments are individual and 70% for the team (service design project)
- main part of the studies is service design project, divided into 4 development phases, each taking around 2 weeks.
- each phase includes both individual and team tasks, which must be completed by given dates, and which coaches (teachers) evaluate and comment in each phase.
- each team has a dedicated coaching pair (2 teachers)
- there are 5 AC-sessions altogether, one for each development phase, plus final session related to the project outcome evaluation and further development.
- each AC-session includes an introduction to the service design phase and coaching based on need
- project work requires tight co-working in teams, using skype and other virtual communication tools, but also face-to-face activities, e.g. interviewing of potential customers, testing of prototypes / service concept with different stakeholders.
- efficient time management is required.

Location and time

Service Design project kick-off on 31.8.2018 at 13.30-16, at Tikkurila campus (mandatory participation of all students)
Otherwise virtual studies
AC-sessions on Wednesday evening at 18-19, according to separate schedule: 5.9, 19.9, 3.10, 17.10.
Sharing of final project outcomes and further development, AC-session on 7.11.

Learning materials and recommended literature

Reason, B., Lövlie, L., Flu,M. 2016. Service Design for Business – A Practical Guide to Optimizing the Customer Experience.Wiley, New Jersey
Ebook: https://ebookcentral.proquest.com/lib/laurea/detail.action?docID=4305714#
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.
Ebook:
https://laurea.finna.fi/Search/Results?lookfor=this+is+service+design+doing&type=AllFields

Alternative completion methods of implementation

No options

Co-operation with working life and/or RDI

Student teams (4 persons per team) will develop a service concept either for their own company / organization or they can choose Kesko Oyj case (provided by Laurea). Students' own company cases must be proposed by 15.8. More information will follow via email.
Kesko Oyj case description will be published in August.

Important dates

Invitations to Eliademy learning platform will be sent by 8.6.
Pre-assignment instructions will be sent out via email once enrollments are done
Proposals of students' own company/organzation projects cases for this study unit by 15.8.
Return of Pre-assignment: 29.8.
Service Design project kick-off on 31.8. at 13.30-16.00, face-to-face contact session at Tikkurila Campus (mandatory participation of all students)
AC-sessions every 2nd week on Wednesday evening at 18-19
Return dates of project tasks:
- Map and Understand: 19.9.
- Forecast and Ideate: 3.10.
- Model and Evaluate: 17.10.
- Conceptualize and Influence: 31.10.
Return of service design concept video presentation 4.11.2018
Sharing of project outcomes and further development plans: 7.11.2018
Return date of service design concept: 14.11.2018

Students workload

10 ects 270 hours

Content and scheduling

Study unit consist of the following phases:
Pre-assignment : recommended to start soon after study unit enrollment is confirmed, returned by 29.8.2018
Service Design project kick-off, face-to-face session at Tikkurila campus 31.8. at 13.30-16.00 (mandatory participation)
Map and Understand 5.9..-19.9.
Forecast and Ideate : 20.9.-3.10.
Model and Evaluate: 3.10.-17.10.
Conceptualize and Influence 17.10-14.11. including final presentations and finalization of service design concept

Grading scale

H-5

Evaluation methods and criteria

Individual assignments: Pre-assignment: book reading, Quiz and Blog-writing and other individual tasks by project phases, 30%
Team assignment (service concept), 70%
Self- and peer evaluation

Evaluation criteria, satisfactory (1-2)

Entrepreneurial skills
*is able to try out new things
Tool skills
*is able to identify the tools of virtual Service Design including 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 virtual Service Design including 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 virtual Service Design including 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