Basics of Service Design (November-December) course will be delivered online. The course material is uploaded regularly before and during the educational process, so please follow this space regularly.
AMUO-C3006 - Basics of Service Design (November-December)
Where: each Thursday from 18:00 to 20:00 via Microsoft Teams (Workshop on Saturday 11.12. 9-13:00)
Here is the link to the last Course lectures in Microsoft Teams on 22.12.
Course term: 9 lectures (Lectures 6, 7, 8 are Workshop sessions)
Workload: 54 h (online lectures, group work and independent study)
Course Language: English (Finnish)
Note! Course grades and certificates
The course grades will be published in WebOodi latest 30 days after the last lecture at
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A redesign of sustainability services is a red thread of this service design (SD) course. I selected the sustainability theme due to limited recourses, climate change and urgency to reduce our consumption. This course starts with a discussion of the SD and its possible future developments. Secondly, it presents the essential SD tools and stages of the design process to utilise these tools. Then, the course studies meanings, user experiences and the value of co-creation. Lastly, different SD tools are adopted and tested in the online co-design workshop.
Content and course structure
The course runs online. The classes are delivered via a weekly two hours lecture, which concludes with a discussion. Each lecture combines two components: theoretical and practical. The theoretical part will familiarise you with relevant SD theory and terminology via lessons, homework and assigned readings. Course participants will employ the practical part via a circular services case analysis, different assignments, exercises, tasks completed individually and in a group, and a one-day practical co-design workshop.
• to understand different service design components and dimensions
• to get familiar with service design terminology
• to distinguish the most common service design tools, and when and how to use them
• to practice how to prototype service design concepts
• Practical assignments: completed every week and submitted on Blogger (each Sunday at 23:00)
• Readings: read while also answering related questions, weekly submissions at Blogger (each Sunday at 23:00)
• Participation in the SD workshop and completed the final assignment
Week 1 Put your service design lenses on
The lecture introduces products, service(s), service design, and different fields where service design is used in practice. The class answers questions like what service design is and what are the SD principles? The lesson concludes with examples of domains where SD is utilised.
Week 2 Systemic and holistic understanding of contexts with SD tools
The lecture starts with the Double Diamond, the design process, SD related terminology and several elementary SD tools like interviews, circular business model, future scanning tools, Persona, a workshop, customer service journey and Blueprint.
Week 3 Designing meaningful services
The lecture discusses different aspects of meanings in services, the role of meaning, service moments, service experience and reflecting existing services. Finally, the class touches upon the strategic design and sustainable development goals.
Week 4 Rethinking value in a changing landscape
The class starts with value evolution and new value emerging paradigms in Anthropocene. Furthermore, we discuss collaboration and facilitation in the co-design cases following co-creation, co-production and empathic design explanation.
Week 5 Personalised customer experiences
A lecture differentiates between meaning and experiences, the anatomy of designing for customer experiences and the typology of experiences. The lesson concludes with six dimensions of experiences and implications in the organisational context.
Week 6, 7 & 8 Service experimentation workshop
We will use results from analysing selected circular services to experiment and develop transformative services that resist unexpected events we are facing.
Week 9 Service design learning ecology
The last lecture concentrates on the final course assignments presentations, feedback and critical discussion of the assignments and the entire course.