AMUO-C3006 - Basics of Service Design, 07.05.2019-18.06.2019
This course space end date is set to 18.06.2019 Search Courses: AMUO-C3006
Homework (with the reading material) and the Final Assignment
Homework (with readings) and the final assignment
Homework and the final assignment will enable you to create a Service Design Portfolio, which you can use after the course when getting challenged with your service design projects.
IMPORTANT! Read before you start working on your first homework
- Before reading the paper have a look first the question that you need to answer, then read the text.
- If you did not read academic texts before study slides which you will find in Materials folder > How to read the academic article?
- For your homework, You can use Word, PowerPoint plain slide template but avoid pre-designed PP templates.
- Submit homework as a one PDF file!
- Submit your homework on time.
- If you are not able from any reason (e.g. illness) to complete the current homework submit it the following week together with the current homework.
- Use Ariel, size 12 Typography
- Homework will not need to be longer than one A4 format.
Homework 1: Due to Monday the 13th of May at 23:00
Reading 1
1. Mager Birgit (2009) Service Design as Emerging Field, in Designing Services with Innovative methods: Perspectives on Service Design, Ed. Satu Miettinen, Mikko Koivisto, pp. 28-43
Answer the question: What are for you three the most important statements about service design?
2. Vargo, S. L., & Lusch, R. F. (2004). The four service marketing myths: remnants of a goods-based, manufacturing model. Journal of service research, 6(4), 324-335.
Task: 1. Find an example of a (Finnish) service for each of service dimensions.
2. Chose two service characteristics/dimensions and argue for and against service characteristics considering service example.
Assignment 1: Observations
Individually or in pairs
Shadowing / Observation
Shadowing is contextualised information about how, when and why peoples' action is needed to generate an understanding of the human needs, and to generate meaningful insights for innovation. Traditional observations or diary studies do not provide the same depth of contextual information or detail about the purpose that can be achieved through the shadowing method (Wood & Lewis, 2016).
First, decide where and when would you like to do the observations or shadowing. Then, select the situation, an event, environment or people that you want to observe or shadow to study users, service providers, service delivery or the system. The area of observation can be the point where services are happening, for example, Posti, cafeteria, tax office, bank, S-Market, old fish market, petrol station, bus or train station, Otaniemi Campus. You can conduct this assignment in pairs; for instance, one person focuses on interactions and the second one on customers.
Observe the chosen place from 30 min to 1h and answer the following questions:
• What different stages make up the service?
• What are people involved in delivering the service and what they do?
• What objects they use or interact with?
• What spaces does service take place in?
• What information is available to people?
• How people involved in delivering the service contribute to the experience?
Make notes of your observations, take photos (ask before if people agree with that) and sketch the space. Feel free to use for this assignment the MindLab template. At the lecture, you can be asked to report about the findings.
Bring answerers to readings and assignment at the lecture.
Wood and Lewis, (2016) Shadowing an observational method accessible at https://visionone.co.uk/shadowing-as-an-observation-method/
Homework 2: Due Monday the 20th of May at 23:00
Assignment 2: Blueprint
Individually
1. Read the paper: Bitner, M. J., Ostrom, A., & Morgan, F. (2008). Service blueprinting: A practical technique for service innovation. California Management Review, no. 50, vol. 3, pp. 1-24
2. Create a Blueprint of a service that you observed at homework 1. If you require more information about the backstage processes, browse the service provider website, find a relevant article or other materials about organisation/company service delivery processes.
3. Answer the question: What are the benefits that companies in the cases achieved when implementing Blueprint?
Bring the homework at the lecture.
Extra
França, C.L., Broman, G., Robèrt, K.H., Basile, G. and Trygg, L., 2017. An approach to business model innovation and design for strategic sustainable development. Journal of Cleaner Production, 140, pp.155-166.
Task: Create the business model canvas for the company where you are working or a service that you are familiar with.
Homework 3: due to Monday the 27th of May at 23:00
Reading 3
Pirinen, A. (2016). The Barriers and Enablers of Co-design for Services. INTERNATIONAL JOURNAL OF DESIGN, no 10. vol. 3., 27-42.
Question: Find eight practical cases demonstrating four barriers and four enablers from your own work experiences.
Submit answers to My Courses.
Assignment 3: Plan Co-Design Activates
Individually
Scenario
The city of Helsinki would like to improve the Central public library services with stakeholders and local people:
• Stakeholders: the City of Helsinki, Sibelius Academy, Helsinki Sanomat, library maintenance group, library board, the marketing department
• Locals: citizens, tourists, families, international students, visually impaired people, children, and rare book collectors.
Make a co-design plan
Task 1
1. What activates would you organise in different stages of the design process to improve central public library services?
2. Imagine which stakeholders and locals would you engage in different stages of the design process.
3. Create a co-design engagement plan with different actors during the design process.
Task 2
Prepare a more detail plan of one of your planned activities from Task1. Describe:
- What will be the main objectives of the activity?
- Who and how many participants will be attending the activity?
- Where the activity will be?
- What probes would you use?
- What results are you expecting and how you will analyse them?
Homework 4: due to Monday the 3rd of May at 23:00
Reading 4
1. Diller, Shedroff, Sauber (2016) Blind Spot: Illuminating the Hidden Value In Business: Two Waves, 113-160 pp.
Question: What is in your opinion the relationship between meaning end experiences?
Submit answers to My Courses.
Extra
2. Verganti, R. (2008). Design, Meaning, and Radical Innovation: A Metamodel And A Research Agenda. Journal of Product Innovation Management, 25(5), 436-456.
Task: Create the Mindmap of the paper content.
Assignment 4: Customer Experiences
Individually
Take any way of transportation e.g. a tram, plane, ferry, metro, a bus, taxi or bicycle. Create customer service journey with relevant touchpoints and map out your experiences either by emoticons, experience curve, quotes, take photos, sketch. I encourage you to use an Experience Fellow https://www.experiencefellow.com application. The detail instruction on how to utilise Experience Fellow you will get at the lecture.
Homework 5: due to Monday the 10th of June at 23:00
Reading 5
1. Koivisto, M. (2009) Frameworks for Structuring Services and Customer Experience in Designing Services with Innovative methods: Perspectives on Service Design, Ed. Satu Miettinen, Mikko Koivisto, pp. 136-149
Answer the question: 1) List 5 the most important terminology and explain them in your own word
2. Prendeville, S., & Bocken, N. (2017). Sustainable business models through service design. Procedia Manufacturing, 8, 292-299.
Analyse an existing service
Individually
Read Prendeville, S., & Bocken, N. (2017) paper and identify a similar Finnish company, which utilises sustainable business models as mentioned in the paper, and has a potential for the customer experience improvements. Analyse and visualise this service. For the service visualisation, you can use any of the service design tools that we addressed in a second and third lecture, for example, personas, customer service journey, storyboard, blueprint, service ecology, stakeholders map, etc. For better understanding utilise two different tools like customer service journey and personas. Please do not propose possible service improvements jet, these will be performing at Saturday's workshop. The size of the visualisation has to be A3 or bigger as you will present your visualisation to a group of four people. Homework is compulsory for the workshop!
The Final Assignment: due to the 18th of June
Ecology of your service design learning
Individually
During the course make notes and reflections on lectures, exercises, homework, the workshop and reading material. Make a visualisation with explanatory texts about your understanding of the course content and their parts and how these are related. This is a reflective task of how did you understand the main topics in service design, but it also can be a common in a service design exercise. In the final assignment, you should include reading material, lectures, practical work and reflections, which should be visible in your individual assignments.
You can apply the service design ecology to a profession where you work, to demonstrate how your company can benefit from your learning in this course.
Feel free to use graphic design programs (e.g. Adobe Illustrator, InDesign) collage, drawings, but not PowerPoint. The size of the poster should be bigger than A3, a poster size. At the final lecture, you will present your work in a presentation of 5 min to your fellow students.
If you decided to do your exercise digitally please send it to me before the lecture, so that it can be projected from my computer.