The structure of the two sessions is as follows:

  1. Opening and introductions (10min)
  2. History and the emergence of Service Design (10 min)
  3. Practical Session, the basics of Service Design, part I (50min)

– Break –

  1. Practical Session, the basics of Service Design, part II (40min)
  2. Interplay of Service Design and UX Design (15min)
  3. Conclusions, Q&A, and Reflection (20min)

The course starts with introductions to the instructors and the course objectives.  A short history of Service Design is presented to communicate the big picture. This covers concepts such as servitization and product-service systems. The contextual factors that have led to the emergence of SD are presented including the accelerating need for digitalization of existing service touchpoints, backstage digitalization, and the multiple channel options for each touchpoint. An introduction to SD theory will be provided including understanding of the nature of services, co-creation of services and how they are represented and constructed within a human centered design process.

The first practical session will introduce core processes, methods and tools including stakeholder maps, customer journey mapping and service blueprinting, each supported by case study examples and exercises in small groups. SD terminology will be introduced on the way.

Session 2 continues with the service design process, as described in the previous item. Three different scenarios of the interplay of SD and UX design throughout a design project will be presented, including typical project outcomes after which the group will discuss the appeal and relevance of each to their own situation. Finally, we will discuss who should carry the responsibility of good UX along the whole service journey.

At the end of the course, the instructors make themselves available for a Service Design Clinic, to allow the participants to ask remaining questions, or ask for guidance related to their own practice or research.