Mastering service design
DESCRIPTION
In the past decades, there has been a transition from an inside-out focus on product-orientation and optimisation to an outside-in approach; centred on understanding why customers make use of a particular solution and aimed at serving them the best way possible. That is why for organisations, service design has grown in importance and has become a crucial capability to stay relevant in this service- and experience-dominant economy.
Service design is all about the design of these services, inherently looking at the customer's experience, and enabling organisations to deliver. By combining the service's frontstage and backstage, service design offers a holistic view of the organisation's interactions and their unique contexts, processes, systems, metrics, people, and tools involved. This process ensures cohesiveness and enables engagement with the organisation over time. Hence, service design increases the capacity to improve not only service experiences but also organisational design.
The course focuses on services as ecosystems for value generation in which value is co-created by all actors and stakeholders involved, not only customer-facing staff and customers but also other organisations who serve the customer as well. The course takes a systems approach to the design of services, looking at the relationships between individual elements and at the service as a whole. To help you gain this all-encompassing perspective, fields like social science, organisational design/design operations and business design are included in different lessons throughout the course.
Students will combine theory with practice during the course, including exercises and a real-world case.
OUTCOMES
- Understand what services and servitisation are all about
- Build a vision on the strategic value of service design
- Get to know (and practice) what specific skills and tools service designers can bring to the table
- Build confidence and increase your ability to manage service design projects
- Widen your horizon and get ready to face future challenges by mastering a real-world project and designing a service for a well-known organisation
- Pitch the service to the client and learn how to question and visualise your service design standpoints enabling others to understand your vision
FORMAT
You will follow a series of lessons bundled in 8 chapters. Each Monday, the lessons for that week are unlocked. Study the content, watch the videos, and do the exercises at your own pace. Because you start at the same time as your fellow participants, you will be able to discuss, exchange feedback, and work on exercises together. Learning with and from your peers is one of the guiding principles of our courses.
You also will work in small groups on a unique brief set with a client, an organisation that introduces you to a real-world case; their challenge to be solved. You will be guided by a team of tutors; seasoned design experts from fields like social design, design research, experience design, and of course, service design. Each week you will have a live session with one of the tutors.
All lessons are online, and live sessions will take place via Zoom.
STUDY POINTS
This course is worth 40 SDC study points. You will receive a certificate of completion.
KEYWORDS
Service design, business design, strategic design, futures thinking, systems thinking
COURSE SYLLABUS
Download (pdf)
360° SERIES
ALL ABILITIES
LEVEL - EXERCISE
360° SERIES
ALL ABILITIES
LEVEL - EXERCISE
* Approximately EUR 695,00. Prices are exclusive of VAT. Non-EU citizens are exempt from VAT on e-services which includes online courses, workshops and talks.
Meet the tutors & teachers
Diane Seaver (United States) is a Senior Service Design and Experience Lead at Philips working on service innovation projects specialising in business model innovation and go-to-market implementation.
Silvia Calvet (Spain) is an experienced design strategist with a strong foundation in Information Sciences and an MBA in e-business, currently working in the social sector, creating positive, meaningful transformations.
Bassam Jabry (UK) is a seasoned designer, systems thinker, and managing director of Chemistry, an independent strategic design consultancy, that helps organisations deliver human-centred solutions that drive positive change.
Noortje Küppers (The Netherlands) is a service design consultant at Livework studio, where she focuses on bridging urban design and service design. Her key driver is to design for wellbeing and a sustainable future.
Inge Keizer (the Netherlands) is a senior service design consultant specialised in business design, strategic innovation, customer experience and entrepreneurship with 20 years of experience.
Maja Grakalić (Croatia) is an independent foresight strategist, service designer and PhD candidate at Central Saint Martins in London. Her work merges strategic foresight with the human-centred collaborative approach.
Itziar Pobes (Spain) is strategic designer and researcher, specialised in service design and innovation with 20+ years of experience in interdisciplinary design, creativity, design research and cultural studies.
Ariel Guersenzvaig (Argentina) teaches and writes about the philosophy and ethics of design and technology. He is professor of design theory at ELISAVA Barcelona School of Design and Engineering, where he also heads the MA in User Experience.
Enroll as a team?
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