Module 3: Service Design and Experience (online - no lecture)
This module gives an overview to service design. It is entirely an online module, so no lecture on Monday.
Workload-wise, lectures are roughly 'counted' as 2h attendance + 2h 'absorbing' the lecture. Therefore the self-study learning materials here are a bit more extensive than in other modules so far. However, do note that there are notes on what you can skim/skip for a couple of the required articles.
Note: I have renamed recommended materials to further reading materials to stress the point they really are not required for the the assignment. (That said, The first video in the further materials was part of required material last year so if you want another take on service design overview, customer journey maps and blueprinting it could be worth your while. Still not necessary or required.)
The Part 2 assignment this week is a mini-case. Read the instructions early in the week as you will benefit from observing an actual service during the week 'through service design eyes' when doing your work.
Objectives of the module
After studying this module you should have a high-level understanding of...
service design in general, what are its aims and what it focuses on (and if it is in any way different to product design)
what are customer experiences and what they consist of
how service design can help in creating good customer experiences
You also will get a bit deeper look into two common 'tools' in service design:
customer journey mapping (sometimes also called user journey mapping)
NOTE: these are very important for the mini-case assignment
Required learning material
All of the materials listed here should help you to form a high-level understanding of service design. However, these are most focused on that perspective:
Andreassen et al. (2016)
Video: Introduction to Service Design – What Is Service Design? Prof. Birgit Mager
Podcast: Melissa Rancourt: What is Service Design? | #1, Why Service Design Thinking -podcast
Customer experiences and customer journey mapping is the main topic of these materials:
Lemon & Verhoef (2016) - (no need to read whole article, see instructions on below)
Podcast: Customer Journey Mapping with Daniel Sunden and John Flitcroft | # 12, Why Service Design Thinking -podcast
Service blueprinting is covered in:
Bitner et al. (2008)
Video: Service Blueprinting, by Mike Press, 14.3.2017
Podcast: John Ayers: Service Blueprinting for Customer Engagement | #6, Why Service Design Thinking -podcast
Andreassen, T.W., Kristensson, P., Lervik-Olsen, L., Parasuraman, A., McColl-Kennedy, J.R., Edvardsson, B. and Colurcio, M., 2016. Linking service design to value creation and service research. Journal of Service Management, 27(1), pp.21-29.
Introduction to Service Design – What Is Service Design? Prof. Birgit Mager, Service Design Network
Service Blueprinting, by Mike Press, 14.3.2017
NOTE: these are practitioner made and oriented podcasts. You should be able to find the audios from via your preferred podcast service by searching the podcast name and then browsing to the episodes. There are some interesting observations, info and links in the shownotes in the links below, however.
Melissa Rancourt: What is Service Design? | #1, Why Service Design Thinking -podcast
There are two 'episodes', 39min and 13m40s. The shorter where they discuss their different pizza ordering journeys is interesting and might open your eyes to different customer views to the same service but is one you can skip if pressed for time.
John Ayers: Service Blueprinting for Customer Engagement | #6, Why Service Design Thinking -podcast
This is Part 1 of Module 3 assignment. You will be given two random questions from a larger set. Each question should be answerable in roughly 100 words. You will have a limited time to submit your answers to both questions: 40mins.
The questions are based on the learning materials of Module 3. You should study them carefully before you start the quiz (and see your questions).
Contrary to the syllabus, you are not required to cite and reference your sources in Part 1.
Part 1 will be evaluated and graded by the course staff with scale 0-5 and form 30% of your Module 3 assignment grade.
Do note that the questions are designed with the assumption that you have studied the learning material carefully before starting the quiz. In section 5 Workload of the syllabus you can see the estimated workload. For studying materials, this totals at 12h.
You will be given one essay topic or mini-case that you are expected to discuss. The essay topic or mini-case is based on the learning materials of Module 3
Part 2 will be evaluated with peer-grading. Each of you will grade three submissions of your peers and receive grades from three peers. Part 3 forms 70% of your Module 3 assignment grade.
Your submission should be a single pdf file with no identifying information in the text or file metadata. This is to ensure double-blind peer review.
Remember that all the requirements described in chapter 7 of the syllabus apply - unless otherwise stated in the submission instructions.
Module 3: Unhappy with peer-grading? Submit your self-evaluation here Assignment
If you think your Part 2 submission merits a higher grade than the aggregate grade received (= average of grades) from your peers you may do the following:
Conduct a self-evaluation of your Part 2 submission using the peer-grading rubric for Module 3 mini-case (under For Aalto users) by Monday October 14th 9:00.
Place extra care into the written justifications for the grade you think your submission merits.
Do note that course staff will re-evaluate your submission considering both your self-evaluation and the essay submission itself - and can also lower the grade you received from your peers.
In the self-evaluation and the justifications argue the merits of your submission. Do NOT write the self-evaluation as a response to comments and justifications of the peers you disagree with. Rather write the self-evaluation as from a clean slate, like you evaluate and grade the peer submissions.